BARBA is a gay owned an operated barbershop.

They wanted to promote their services with humor that appeals to gay men but does not entirely scare away heterosexuals.

Photography: ©Philippe Halsman

ORTAGGI

Is a brand new way to snack.

A delicious collection of six flavor combinations of fruits and vegetables. Totally organic, vegan and no preservatives.

PACKAGING

 A beautiful shot of all the ingredients wrapping around the container makes it evoke freshness, flavor and vibrancy.

You'll do a double take on the refrigerated aisle for sure.

Honey Nut Cheerios created a live billboard that produces honey.

The honey collected was used to produce a special amount of Honey Nut Cheerios.

We designed a special edition box evoking the raw materials used to create the billboard: Wood and honeycomb.

Here is a video documenting the process of creating the billboard

The box was designed to emulate a wooden panel full of honeycombs.

Juan Bosch was a bright intellectual, writer and political figure in the Dominican Republic. 

He was the first democratically elected President after Trujillo's dictatorship.

To this day he is remembered for his ferocious advocacy towards making education accessible for everyone.  

A library was being created in his honor and I was approached to create the identity and signage. 

The idea from the logo came from looking at the picture above, I immediately saw his initials forming his signature thick-framed glasses.

Concept // Art Direction // Composition: Joel Luna

The starting point.

This is the original logo for Grand Isle. A restaurant located in New Orleans, Lousiana.

They serve a vast array of seafood in Cajun style fused with international cuisine and a superb beer collection.

I was tasked to create a new branding concept with a premium-yet-approachable feel and ownable.

Here is the result:

I was thrilled to find out that the owners have the rights to a small collection of Fonville Winans photography.

They depict the fishermen lifestyle of Grand Isle and south Lousiana in the 1930's.

As soon as I saw this photo, I found the logotype.

We decided to stay with a royal green and added golden tones to stay consistent with the restaurants decor.

I also created an alphabet

It all comes together very nicely.

To match the tone of voice, we added whimsical details to the Fonville images,

rounding up the fisherman concept and making it all together more ownable.

And this is how it all comes together.

Creative Director: Fritz Westenberger // Vector Illustration and Design: Joel Luna

Target was gearing up to open in Canada. They wanted to launch a series of digital platforms to get Canadians acquainted. One of the ideas was to develop a micro-site that will mimic the experience of walking between the aisles at Target.

Since e-commerce was not going to be available, we went for a more consolidated display of the merchandise that could potentially be available in all departments.

Multi directional navigation using cursor keys gave the content life and made the experience more dynamic.

Once you click on an item, you can take a closer look, zoom-in and view price information. It also provided a favorite list and social media sharing.

A proposal for NYC Arts & Culture, the task was to drive young people to experience fine art in person at the city's many museums. Since they spend their lives summing up emotions with simplistic icons, this campaign seeks to emphasize that art, when experienced in person, viscerally, can inspire the kind of complex and truly satisfying emotions that no icon could ever represent

How to convey decadence better than a gigantic box of Godiva Chocolates?

With this we created a very premium and sophisticated image that feels editorial and elevates the brand.

It ran in New York City, London and Japan as an OOH campaign.

Creative Director: Fritz Westenberger // Art Direction: Joel Luna // Writer: Andy Hall // Photography: Karel Kuehne

ARQUITEXTO is the premier architectural magazine of the Dominican Republic.

To celebrate their 25th anniversary, they approached me for a full re-design.

Black and white with lines evoking technical drawings, allow the photography to bring all the color.

Modern, simple, bold and elegant where my key words for inspiration.

Every year InStyle magazine releases a special hair issue in Spring.

John Frieda acquired all the advertising space and wanted to develop special content to promote their products.

We came up with Perfect Hair 24/7.

It mainly emulates street-style photography and showcases how easy it is to have fabulous hair with John Frieda.

Creative Directon: Angela Denise + Debra Maltzman // Art Direction + Design: Joel Luna // Photography: Rennie Solis

Bombay Sapphire is one of the world's most renowned gins.

It's preparation consists of a balanced and delicate mixture of ten botanical ingredients from around the world.

That's where the shadowbox concept came to be. In each box we showcase an ingredient with an object from where it originates. It all comes together as a beautiful collection of souvenirs from our well-traveled consumers.

It ran as a print campaign in London and New York City.

Creative Directon: Fritz Westenberger // Art Direction: Joel Luna // Writer: Andy Hall // Photography: Anthony Cotsifas

The Puma Showroom in Los Angeles needed a special retail bag for VIP costumers.

It had to be high-end with a premium feel but also channel the athletic essence of the brand.

POSTER

JERGENS BB LAUNCH MICRO SITE

TWITTER / FACEBOOK

Bodies wanted to promote their exhibition in NYC.

They wanted a fresh and friendly approach. 

The concept of Life Uncovered placed the specimens in daily life around New York City doing things normal people do. 

With the concept we managed to emphasize the purpose of the exhibition and the gradients bring in color and approachability.

Concept + Design + Compostition: Joel Luna // Writer: Andy Hall

-- Spanish for: From the country side--

It's a brand for locally sourced honey in the Dominican Republic.

A logo proposal for a conglomerate of hotels owned by Vikram Chatwal.

Logo for AYUDAR

-- Spanish for: To Help --

It's is an organization developed to help people,

on impoverished villages in the Dominican Republic,

build better homes and schools.

Experiental marketing agency in NYC.

Industria Creative's mascot.

Maroma is a local brand in the Dominican Republic.

Their coffee's are infused with spices to enhance their aroma.

An event planning company for single people to meet, network and find romance.

Interior design film in NYC.

Icon for the Corazón Igual campaign.

-- Spanish for: Equal hearts --

A campaign to end misogynistic violence.

A public relations agency in NYC

No need to explain this one.

The King!

Mascot for Hazelwood.

See below

Branding agency in NYC.

Logo proposal for the band B-52's

La Manzana Envenenada

-- Spanish for: The poisoned apple --

Logo for a theater company in the Dominican Republic