ThisisKaleena


rumblesmith | creative direction, logo design & brand identity | photographs by tony @meatyflush

washington office on latin america (wola) | creative direction & design consultation, branding, logo redesign, social media & website refresh (new web design coming soon)

classical acupuncture | creative direction, branding, logo redesign, stationery design, website coming soon

nativedanger | creative direction, logo redesign, brand identity & website design

wolf trap foundation for the performing arts | art direction, logo & brand identity redesign (work done at rp3 agency) | photography by sam hurd

beuchert’s saloon | art direction, logo & brand identity design, menu design (work done at rp3 agency)

rogue 24 | logo & brand identity design (work done at the general design co.) | photography by greg powers

art directors club of metropolitan washington (adcmw) | annual show event branding, print collateral design (work done at the general design co.)

graffiato by mike isabella | logo & brand identity design, menu & collateral design, wine label packaging (work done at the general design co.) | photography by greg powers

sticky fingers | logo & brand identity redesign, packaging & collateral design, website design (work done at the general design co.)

oyamel cocina mexicana  | day of the dead event branding, logo & identity design (work done at the general design co.)

the garden party | creative direction, event branding, photography, invite & poster design, house show host | flowers & event set-up with the help of an ly

various logos (click side arrows to scroll through selected logo designs) | additional credits: wolf trap, beuchert’s saloon  (designed while at rp3 agency) | mindhatch (designed in collaboration with eighty2degrees) | pepe, america eats tavern, pinups for pitbulls, the doerrer group, michael bonfigli, rogue 24, graffiato, sticky fingers, day of the dead (designed while at the general design co.)


Family Portrait

Hi, this is Kaleena. I just re-located from the District of Columbia to Los Angeles with my two rescue dogs Moby & Maeby. We moved for the sunshine, palm trees, and tarot readings.

I’m currently working as an Art Director at Something Massive in Hollywood. My speciality is in logo and brand design with a portfolio that includes a wide range of graphic design, photography, creative direction, and dog whispering.

Contact me to collaborate. Also, looking for more friends and humans to hang out with in LA. Say hi @ thisiskaleena.com


    This is Everyday


    02/27 2017
    dio wine bar logo & identity design

    Stacey Khoury-Diaz, came to me to help her create a logo for her new natural wine bar to open in DC. The chosen design concept is inspired by the bar’s name, named after Dionysus, the god of wine. The bar focuses on natural wine and will be opening up on H Street in DC. Read more about the bar opening in the Washington City Paper.

    The logo is created from the idea of grape vines connecting the letters of the name, to reference dionysus and wine in a subtle way. Overall, we wanted the logo to be a nod to the organic without being too literal or involving cliche wine imagery. We moved away from actual grape images to simple line work that alludes to the vines with iconic leaves and custom illustration.

    Original Sketches:

    DIO Logo Sketches

    Final Logo System:

    Dio-logo-system

    DIO-colors

    01/31 2017
    national museum of african american history & culture

    I worked with local design studio, Eighty2degrees, to help design brochures for the NMAAHC. The museum curates a variety of events and programming that needed a flexible brochure system. These initial brochures were designed for the grand opening of the museum and are continuing to be developed and expanded on for the different upcoming events.

    Here is one of my final press-ready design files to give you a look at how the full layout looks before it is folded into a brochure. The bottom portion is a flap with hidden additional information and gives the brochure a unique structure.

    About NMAAHC
    The National Museum of African American History and Culture was established by an Act of Congress in 2003 making it the 19th museum of the Smithsonian Institution. The museum opened on the National Mall in September 2016 on a five-acre tract adjacent to the Washington Monument. The museum’s mission is to tell America’s story through the African American experience.

    06/15 2016
    florescent package design

    Florescent is a line of handmade botanical perfumes by Susannah Compton. Susannah reached out to me to help her with the box design as her line takes off and hits new shelves. I helped refine some of her current branding and designed these letterpress boxes for 3 scents and 2 different bottle sizes.

    My favorite scent is Pretty Bird and is the only perfume I own. Go check out all the various products at florescent.co

    Photos courtesy of the Florescent instagram

    florescent boxes

     

     

     

    04/21 2016
    designs for prince

    CX4_Porter_Kaleena-Butter

    Back in 2013 I made these designs for  Command X, a live design competition that took place in Minneapolis that year. The first challenge was to create a logo for Prince and the second project was a packaging redesign for Land O’Lakes butter. Appropriately, I used Prince to replace the controversial “Indian Maiden” on the butter packaging. You can watch the presentations and competition videos by clicking these links below:

    Day 1: Prince Logo
    Day 2: Land O’ Lakes Butter 

    About Command X

    Command X, produced by Bonnie Siegler of Eight and a Half and hosted by Matteo Bologna of Mucca Design, is a design reality show that takes place at the biennial AIGA Design Conference. Seven emerging designers, all under the age of 27, complete challenges and present their solutions live on stage in front of 1,800 peers, heroes and potential employers.

    01/02 2016
    Orange Pinky 2.0
    this is the story of orange pinky

    My left pinky nail has been painted orange for the past 7+ years. It is now my signature mark and has evolved into my self-identity as a designer and human.

    It was August 2008 when I took the picture above on the last day of my summer internship to say peace to the design studio Dept of Energy in Seattle. They gave me my first design home and the opportunity to start my career with freelance design work. I was 21 and designing snowboards for DC shoes, skis for Rossignol, and getting an inside look to the snowsport industry along with helping produce environments and wayfinding systems for a huge farm supply store. The team at DOE became my family and this picture of peace signs and love from the other Washington is where ‘version 1.0’ of the orange pinky began.

    Original Orange Pinky

    The image of my hand is also sign language for the letter ‘K’ and the inverse is the letter ‘P’; forming my initials. I created a promo project in 2009 that solidified the image as my personal logo and brand identity for who I am as a designer. The limited edition posters are hand-painted with my orange nail polish.

    Orange Pinky Promo

    In 2015, I simplified my original hand-illustration of the orange pinky into ‘version 2.0’. Each orange pinky on my new business cards are individually hand-colored for a personal touch. 

    kaleena_business-card

    This brings us to today, 2016.
    My birthday and unofficial business anniversary are on January 2. That means today I celebrate 2 years since I quit my full-time salaried job on my 27th birthday to pursue the dream hustle as a self-employed designer.

    I spent 2 years at an advertising agency before this and before that, 2 years at a small design studio in DC. I’ve grown and learned a lot in each of those 2 year stints. So, cheers to the last year in my twenties and to breaking the 2 year mark on my own with Kaleena, LLC.


    10/04 2015
    new work for second wind

    second wind is a gym just down the street from my home + studio. i started going there and joined as a member this past february. it is the first workout experience that i’ve really stuck to. now i’ve had the pleasure of going from being their client to having them as a design client. there is a lot of buzz around crossfit, but for me, secondwind stands apart as a friendly, neighborhood spot that really delivers on quality fitness that is scalable for everyone. the new designs reflect that sentiment yet still holds on to some of it’s roots with the dc stars and stripes.

    today we announced their new logo and brand identity. we are currently working on updating the website and getting new swag in the gym this fall.

    SWCF Logo System

     

    this is what their logo use to look like:

    SWCF Old Logo

    10/02 2015
    this is iruka + new work for rumblesmith

    this orange 1978 honda cb400t is my first motorcycle and her name is iruka (japanese for dolphin).  thanks to @therumblesmith for jump starting me in my motorcycle dreams this past year.

    rumblesmith is a local (dmv area), one-man shop for handmade motorcycle parts, chassis development, performance tuning, and full custom builds. check out the logo design & new work i did for them up on my website now.

    RS_Poster

    RS

    RS_wesley_illustration