Alexa Llerenas
Always curious
Collaborative by nature
Storyteller at heart
About
I’m a multidisciplinary graphic designer based in the Bay Area, working across visual systems, storytelling, and identity. I approach each project with curiosity, treating research as a starting point and experimentation as a way to uncover unexpected solutions. I’m drawn to the relationship between structure and expression, using design to organize information, communicate stories, and create moments of connection.
Design Process
- Listen | Understand people, context, and problem.
- Investigate | Foundation of visual decisions.
- Translate
|
Complex ideas into clear visual language.
- Refine
|
Iterate, question, and edit.
Contact Me
itsalellere@gmail.com
LinkedIn
Instagram
Jazz Combos Campaign
Jazz Combos
began as a single poster designed to promote the SJSU Jazz Orchestra. Wanting to push the concept further, I expanded the poster into a full promotional campaign for the SFJAZZ Center. The campaign centers around illustrated jazz cats and a visual system designed to carry across multiple formats while maintaining a cohesive identity.
Visual Research
For the visual direction, I looked at a range of vintage and contemporary jazz posters, including promotional work for artists such as Miles Davis and Billie Holiday. I was drawn to the bold compositions, expressive imagery, and strong use of typography found in vintage jazz design, while contemporary references introduced a more minimal and playful approach. From this research, I developed the idea of using a minimalist “cool cat” illustration as the visual identity for the campaign.
Moodboard imagery was used for research and reference purposes and is not original work.
Campaign in Context
The campaign includes outdoor signage for buses and lamp posts banner, large-scale promotional posters, an Instagram carousel, a digital Apple Wallet ticket, and branded T-shirts and tote bags. The project explores how a cohesive visual language can adapt across different scales, formats, and environments while maintaining a recognizable identity.