Lorena Duran came to speak to us on Tuesday about her design journey, and life experiences. She is colombia and when to the the Universidad Nacional de Colombia and earned her masters at Pratt Institute. She now works as the Asst. Director of the International Design at CHRISTIES. What I like about her is that she doesn't want to be defined as anything other than a Designer. She says "Don't add anything in front or behind it." And she is so versatile it would be hard to categorize her as a special designer. She has worked as a interior designer, creative designer, brand, exhibition designer, and graphic designer. As of now her hobby is jewelry design.
A few things that I learned about design from Lorena Duran are the definition of fung shway, which is the positive or negative energy within a space, and identity of a brand/logo.
An identity describes the components of a branding logo. It specifies everything from colors, advertising, dimensions, photography, illustrations, to the name and fonts being used. The proposals range from 60-100+ pages. Lorena says "brands are a living organism. It's constantly changing." It also describes the personality of the brand. It has to be a clear and straight or it wont work.
Lorena's presentation overall was very inspiring. I feel as if now I could do what ever I want, even if I don't have a lot of knowledge in it. As long as I love what I'm doing. "Find something that makes you vibrate!"
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