The document outlines several print and digital design projects by Rene Saldana, including advertisements, logos, brochures, and annual reports. It provides details on the objectives, targets, strategies, concepts and executions for each project. The projects cover a wide range of clients and industries, from consumer goods to nonprofit organizations.

1. Print Advertisement
Jack Daniel’s Old Brand No. 7
Tennessee Whiskey
Art Director/Designer/Copywriter/Photographer
Rene Saldana
Software
Adobe Photoshop CS
Quark XPress 6.5
Objective
Position the product as the only authentic whiskey.
Target
21 - 35 year old males.
Competition
Jim Beam Bourbon Whiskey.
Strategy
Envy
Concept
The competition has produced print ads that mock
the product’s past advertisements. This ad will be an
answer to the competition.
Execution
The main image is a visual pun. The headline states
that others try to be Jacks and the claim justifies that
the headline is really talking about the competition.

2. International Ad Campaign
The 2005 Sundance Film Festival -
World Cinema Competition
Art Director/Designer/Copywriter/Illustrator
Rene Saldana
Software
Adobe Photoshop CS
Adobe Illustrator CS
QuarkXPress 6.5
Objective
To promote the World Cinema Competition.
Target
Filmmakers and movie-goers worldwide.
Competition
The Cannes, Melbourne, and Toronto Film Festivals.
Strategy
Exposure
Concept
To create a campaign that communicates the
exposure of a lmmakers work and the exposure of
the consumer to a di erent cinema experience.
Execution
One seamless lmstrip, in which each frame has a
di erent translation and exposed individual.

3. Poster
Durex Brand Latex Condoms
Art Director/Designer/Copywriter/Illustrator
Rene Saldana
Software
Adobe Illustrator CS
Objective
To promote safe sex and brand awareness.
Target
High School teenage males.
Competition
Trojan Brand Latex Condoms.
Strategy
How else can we tell you to WEAR PROTECTION?
It’s okay to have fun, but remember to wear the proper protection before doing anything. Protection
If used correctly, Durex brand latex condoms can reduce the risk of unwanted pregnancy, HIV (AIDS) and STDS. Concept
Universally communicate the message in a fun and
Fun & Safety. Hand in Hand.
clever way. The main visual is dominant. It should be
quick and memorable. A product shot should not be
used as the main visual.
Execution
The universal symbol for sex is used with a twist. The
right hand wears a latex glove for protection, before
it meets with the other hand. It is a visual metaphor
that promotes safe sex.

4. Want to be NUMBER ONE IN PERFORMANCE?
Performax condoms have a climax control lubricant for extended performance.
If used correctly, Durex brand latex condoms can reduce the risk of unwanted pregnancy, HIV (AIDS) and STDS.
Fun & Safety. Hand in Hand.
Consumer Ad Campaign
Durex Brand Latex Condoms
Art Director/Designer/Copywriter/Illustrator
Rene Saldana
Software
Adobe Illustrator CS
Objective
To increase brand awareness and sales.
Target
High School teenage males.
Competition
Trojan Brand Latex Condoms.
Strategy
Protection (Variety)
Concept
Utilizing hand gestures, promote the existing types of
condoms that Durex Brand Latex Condoms has in the
same manner that they were used in the poster.
Execution
For each individual type of condom type, hands
gestures alluding to the universal symbol for sex were
used to portray a literal interpretation of the condom
type. Extra Sensitive, Tropical Pleasure, and Performax
Condoms are portrayed in their respective colors.

5. 1. 5.
Logo Samples
2. 6. 1. BobMarley.com
Logo for the Official Bob Marley Website.
2. e-Architects
Logo for an online staffing agency for Architects.
3. Four-D Fragrance
Logo for a cologne that targets streetwise kids.
4. The Roadkill Grill
3. 7. Logo for an outdoor restaurant in Colorado.
5. CMC Rescue Equipment
Logo for a safety equipment supplier.
6. Decibel Records
Logo for a record label.
7. Raven Software
Logo for an internet based software retailer.
4.. 8. 8. D.J. Risky Entertainment
Logo for an Orange County Disc Jockey.

6. 333 N. Pacific Avenue
Santa Ana, CA 92703
(714) 791-1297
(714) 552-7709
josersoto@aol.com
333 N. Pacific Avenue
Santa Ana, CA 92703
Corporate Stationary
Risky Entertainment, Disk Jockey
Art Director/Designer/Illustrator
Rock en Español | Cumbias | Trance | Hip Hop
PROFESSIONAL DISK JOCKEY Rene Saldana
Jose Soto
Elizabeth Guzman Software
Rock en Español | Cumbias | Trance | Hip Hop
Adobe Illustrator CS
Objective
(714) 552-7709 | (714) 791-1297 | josersoto@aol.com
Create a brand identity for an Orange County DJ.
Target
English/Spanish speaking adults in Orange County.
Competition
Local disk jockeys in Orange County.
Strategy
Style
Concept
Create a logo identity with a style that is relevant to
the disk jockey industry. Use similar elements in the
design of the stationary system.
Execution
The grid-based icon style created by Mike Cina, a
professional DJ, was influential in the creation of two
customized typeface designs. An illustration of
headphones was incorporated to the stationary to
reflect the image of a disc jockey.

7. Direct Mail
The Art Institute of California-Orange County
All-Major Portfolio Review
Culinary Arts Portfolio Review
Art Director/Designer/Photographer
Rene Saldana
Software
Adobe Photoshop CS
Adobe Illustrator CS
QuarkXPress 6.5
Objective
Promote the Portfolio Reviews.
Target
Creatives and Chefs in Southern California.
Strategy
Visual
Concept
To create a visual representation of each portfolio
show. A summary of the experience.
Execution
An aesthetically pleasing image of a broken X-Acto
blade and spearmints. The graduates’ hard work is
shown by the broken blade, just as a satisfying
culinary experience is shown by the spearmints.

8. Product Box Design
Konica Minolta Maxxum 5 -
35mm SLR Camera with 28-80 Kit
Art Director/Designer/Illustrator
Rene Saldana
Software
Adobe Photoshop CS
Adobe Illustrator CS
Objective
To create a product box design for the Maxxum 5.
Target
Amateur photographers.
Competition
Nikon and Canon.
Strategy
Benefits
Concept
To create a design that reflects the unique selling
points of the camera. The lightest and most compact
35mm SLR camera in its class.
Execution
A two-color job that uses line art illustrations of the
product and typographic textures on each panel. The
box shaped like a geometric camera case.

9. Corporate Brochure
Laura’s House - A Case for Giving
Designer/Photographer
Rene Saldana
Software
Adobe Photoshop CS
Adobe Illustrator CS
QuarkXPress 6.5
Objective
Promote participation amongst the target market.
Target
Potential donors and participants.
Strategy
Unity
Concept
To create a piece that is sensitive to domestic
violence. Must use a single color and no bleeds
throughout the piece. Design must be consistent
with existing collateral.
Execution
A twelve page, 8.5 x 11 document that uses one spot
color and no bleeds. Photography was donated to
create a document that was more dramatic and that
captured the importance of the organization.

10. Annual Report
CKE Restaurants, Inc. 2003 Annual Report
Art Director/Designer/Photographer
Rene Saldana
Software
Adobe Photoshop CS
Adobe Illustrator CS
QuarkXPress 6.5
Objective
To design a piece for CKE shareholders.
Target
Shareholders and employees.
Strategy
Fast-food
Concept
The annual report is given to its shareholders just as
fast-food is given to its consumers. A fun approach
should be used in the design.
Execution
The contents of the annual report are enclosed by a
cover that is like the paper bag that is given to
consumers who purchase fast-food. On the inside of
the report there are images that depict the fun
personality of the fast-food chain.