Lula Rocha Postgraduate Studies Central Saint Martins College of Art & Design MA Industrial Design 1991 PUC-Rio Department of Informatics Web Designer 1995-2000 PUC-Rio Department of Arts & Design Lecturer since 1989 Graduate Studies PUC-Rio Department of Arts & Design BA Industrial Design 1988 BA Visual Communication 1986 Portuguese Spanish English ROCHADESIGN Graphic and Product Designer High School Baltimore Polytechnic Institute Junior year 1980-1981 INTERESTS Social Networks :) Visual Identity Typography Branding Infographics Web design/ui Usability SKILLS Good communication Passion for my work Mac and PC Illustrator (ACE) and Photoshop HTML and CSS (Dreamweaver) Great at telling jokes (mom says so) Excellent tennis player (I mean it)
Work Visual Identity Packaging Product Design Web Design User Interface
The Brazilian Institute for Web Science Research Logotype The Process 1. Image search for the word "science". Results showed that one the images mostly associated with science is the famous Niels Bohr s atom model. This was great, not only a meaningful and strong visual sign but, most important, a historical reference to the logo since the web was invented at CERN the European Centre for Nuclear Research. 2. Then I had to fit the WWW inside the atom. I got lucky again for the underlying structure of the symbol is an isometric grid, which would perfectly fit the W's angles. 3. When I put it all together I got even luckier because I got these pictogram like people revolving around and converging to a "common goal", and the arrows and dots bouncing in an out gave the logo this nice notion of activity and exchange of ideas.
The Planetarium of Rio de Janeiro Logotype The Process 1. Usually when we look to the sky we see an empty space or only one or two things at a time. After a little research with the astronomers at the Planetarium, I realized there is always a whole lot of things happening up there. Much more than we can see. 2. Me and my team spent a couple of days sketching, obvious things like the sun, the moon, and stars, but as separate elements. At one point I decided to put them all together to show multiplicity and variety. 3. In addition to that I wanted something that would describe the main activity of the Planetarium - observation. It was fantastic to see how the eyeball fitted perfectly at the centre of the logo, as if the space were there waiting for it.
Packaging Design for Marmicoc Packaging for Marmicoc, 1992 Marmicoc is a big cookware manufacturer in Brazil. I designed the packaging for 4 different sizes 2.5, 4.5, 7 and 10 litre pans. I used a Mac Classic with 640x480 1 bit 8 monitor, with 4 MB Ram and 40 MB hard drive. The artwork for the largest box (10L) was more than 6 square feet. I designed the dye-cutting technical drawing, as well, to perfectly match the artwork. More than 100.000 boxes were produced flawless.
The Fire Rescue System with Virtual Reality and Feedback Devices Conceptual project developed as part of my Industrial Design postgraduate studies at Central Saint Martins College of Art & Design, in 1991. Briefing Research one or more emerging technologies and come up with conceptual ideas about how to apply them to products. Technologies Eye Trackers, Positioning Systems, Virtual Reality Suits, Voice Recognition. Problem In fire rescues situations the firemen s sight is blinded by the smoke. Furthermore little or no acquaintance with the building's architecture makes the task of moving around even more difficult. Concept Visual information about the building's architecture and infrastructure could be provided in real time as the fireman enters the building. The positioning system and eye tracker device guarantees the fireman would receive the exact visual information of what he is looking at. In addition, the fireman could "ask" for hidden information such as "What is behind that wall?" Or "Where is the nearest fire exit?" And so on.
The 3D Optical Tracking Device The 3D Optical Tracking Device was designed for TecGraf in 2000. TecGraf is a Research Lab at PUC-Rio developing Virtual Reality tools. I designed and built this prototype to perform tests with the interaction technology developed by TecGraf in one of it s virtual reality projects. The mechanical component supports the light source and an adjustable bridge where 3 video cameras track and determine the target s position and behavior within a defined 3D space.
Examples of Large Scale Websites Designed at PUC-Rio 1 Embratel 1996 One of the major telecommunications company in Brazil. 2. ONU - UNDP 1996 ONU is present in developing countries through its United Nations Development Program. 3. Projeto Portinari 1998 Portinari is one of Brazil s most famous painter, his works includes the two huge panels entitled War and Peace at the entrance of the ONU building in NY. 4. Petrobras - CENSUD 2000 Intranet site for Petrobras major training centre at Rio de Janeiro. 5. Rede Metal Mecânica 1999 Research network based at the Department of Mechanical Engineering at PUC-Rio. 6. RADE 2001 National Development Program funded by SEBRAE and ABDE. I also developed the Visual Identity and corporate material.
The Embratel Website Embratel 1996 This was my first website. I was invited by Prof. Daniel Schwabe to do the look and feel. At that time the web was still quite new and there wasn t many firms providing web design services, so big companies such as Embratel would look for this kind of work at research centres like the Department of Informatics at PUC-Rio. I designed everything with Photoshop and Illustrator. We didn t have Adobe Image Ready with the slice feature, so I wrote scripts for DeBabelizer to batch produce series of graphic elements.
The Department of Informatics at PUC-Rio Website DI PUC-Rio 1998 Large scale website for the Department of Informatics at PUC-Rio. Designed with Prof. Daniel Schwabe s OOHDM method, this website had more than 10 sections such as People, Courses, Research Areas, Labs, Academic Publications and so on. I chose to design each section with a different color scheme as if they were different websites within a major site. (Later, this proved to be a terrible choice because all the specifications and production of graphic elements were multiple by 10!). Again, Photoshop, DeBabelizer and a lot of planning made it possible. Here are some examples of screens, icons (with different states), graphic elements and production files.
The CENSUD - Petrobras Training Centre Intranet Site CENSUD Intranet Site 2000 The CENSUD is one of Petrobras major training centres in Rio. The site comprised many sections including a database of publications an other training resources. This time I adopted a much better design approach with CSS, compared with the DI website. I used a color scheme that at the same time allowed easy identification of sections and made the production of pages and graphic elements simpler.
The Siemens Euroset Line 48 Setup Software User Interface User interface for Siemens Euroset Line 48 Setup Software, designed in 1998. To develop this project, I worked directly with a software engineer. Everything was designed with Photoshop. Series of custom icons were designed pixel by pixel.
1 Site Architecture for the Website 2 Índices Abertura de Classe 3 Instâncias Notícias em Destaque Notícias Notícias p/ Seção Notícias p/ Produto e Programa Notícias 1 Notícias 1 Notícias 1 Notícias 1 Notícias 1 Notícias 1 Notícias 1 Notícias 5 Notícias 1 Notícias 1 Notícias 1 Notícias 1 Notícias p/ Consulta por Cliente form. entrada de dados formulação da Pergunta Consulta a Base de Dados Menu Resultado da Consulta via E-mail Tipos de Clientes Conheça a Finep Missão Origem... Áreas de Atuação Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Tipo de Área de Agente 1 Agentes p/ Região Agentes p/ Natureza Contatos Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 Contato 1 is a government development agency which finances projects in major strategic areas such as education and infrastructure. This website was developed in 1998. I designed this diagram to help the client s team visualize the site s architecture and for the programers better understanding of key navigation issues as well as the database model. If you zoom in each block you can see detailed information for indexes, sections and pages for the whole site! Conheça a Índices de Programas Produtos p/ Programa Produtos Produtos p/ Item Programas Financiável Produtos p/ Modalidade de Operação Índices de Produtos Produtos p/ Tipo de Produto 7 Produtos p/ Natureza de Projeto Produtos Programas Programas p/ Área de Atuação Caso de Caso Sucesso de 1 Caso Sucesso de 1 Caso Sucesso de 1 Caso Sucesso de 1 Sucesso 1 Caso de Sucesso D Caso de Caso Sucesso de 1 Sucesso 1 Programas Documentos Área de Busca Programa 1 Programa 1 Programa 1 Programa 8 Programa 7 INEP Programa 1 Programa 1 Programa 1 Programa 1 Programa 1 Programa 1 Programa 1 Documentos p/ Produto Projetos p/ Cliente Entrada de Dados para consulta Projetos p/ Cliente Busca Documento 1 Projeto 1 Projeto 1 Projeto 1 Projeto 1 Projeto 1 Projeto 1 Projeto 1 Projeto 4 Projeto 1 Projeto 1 Documento Projeto 1 1
Resume LULA ROCHA Full name: Luiz Eduardo Dutra Coelho da Rocha Brazilian, Rio de Janeiro, June 15, 1964 EDUCATION Postgraduate Studies Central Saint Martins College of Art & Design, London, UK MA Industrial Design, 1991 Graduate Studies PUC-Rio - Pontifical Catholic University of Rio de Janeiro, Brazil Department of Arts & Design BA Industrial Design, 1988 BA Visual Communication, 1986 WORK @ PUC-Rio Lecturer at the Department of Arts & Design since 1989 Project based disciplines and Computer Graphics disciplines for print and web design. Web Designer with Prof. Daniel Schwabe's team, 1995-2000 Together we develop many websites for major Brazilian companies such as Embratel and Petrobras. By that time there were few design firms offering web design services so major companies would look for it at research Centres such as the Department of Informatics at PUC, where Prof. Daniel Schwabe is an internationally know reference, for his OOHDM Design Method (see links on the next page). @ ROCHADESIGN Graphic Designer Parallel to my work at PUC, I have a design studio, where I developed Visual Identity and Web design projects. Recently I've designed, what I consider to be one of my best logos, for The Brazilian Institute For Web Science Research. INTERESTS Visual Identity Typography Branding Infographics Web design/ui and Usability Social Networks BOOKS Example of books I ve read related to these areas of interest include classics like: Designing Large Scale Websites - Darrell Sano Net Gain - John Hagel III & Arthur G Armstrong The Invisible Computer - Don Norman Don t Make me Think - Steve Krug Designing Usability - Jackob Nielsen About Face - Alan Cooper Designing Business - Clement Mok I SPEAK Portuguese English Spanish SKILLS Good communication skills Passion for my work Mac and PC user 20 Years of experience with Adobe Illustrator and Photoshop (ACE certificate for Illustrator). HTML and CSS, good working knowledge especially from the designer point of view. I have quite good experience with Adobe Dreamweaver (Web Design). Excellent tennis player. CONTACT lularocha@gmail.com Mobile: +55 21 9944 7012 Home: +55 21 3592 1613 Street Address: Rua Barão de Oliveira Castro, 48 apt 404 22460-280, Rio de Janeiro, RJ, Brazil http://rochadesign.com.br