Ateneo JSEC Billboard

About the project The JGSOM Student Enterprise Center (JSEC) is Ateneo de Manila's all-student owned food hall. JSEC is not only a bustling eating place home to numerous food stalls, it also serves as a distinct drop-off and pick-up point in the university. The challenge was to create a newly distinct billboard for the food hall, giving it a fresh and updated design.

Previous JSEC billboard designs were simple and often contained only a wordmark. The new design aimed to represent the youthful and student-driven side of JSEC, as well as showcase the bustling energy of the people who eat at JSEC and the variety of the food offered.
Work
Illustration

For
Ateneo de Manila University

The illustrations represent the food commonly offered at the food hall, ranging from local cuisine, to fast food, to healthy snacks.

Concept Studies Initial design studies were proposed to portray three representations of the food hall.

Concept 1: A geometric, frame-filling design to highlight the variety of options at JSEC.
Concept 2: Using the wordmark to contain the illustrations.
Concept 3: Line art illustrations to depict a more youthful and dynamic concept.  
Color studies were created for the two concepts, exploring vibrant and subdued palettes using the university's main color of blue. The line art concept was ultimately chosen after minor tweaks to the illustration and color palette.


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