Illustration CV

Kristal Hernández Mercado
Illustrator & Art director

Born in San Juan, PR

Lives & works in San Juan, PR

khm@kristaltrace.com

PROFESSIONAL SUMMARY

Bilingual Illustrator proudly promoting 17 years working in solo and team-driven environments creating murals, commercial and editorial illustrations, and logos. Experience in the fields of Content design, video editing, motion & graphics design, successful in the development of 360o commercial campaigns, and overall user experience for different media. True master with creative ideas and strong imagination eager to take ideas from concept to composition and passionate about visual storytelling.

SKILLS

  • Adobe: Photoshop, Illustrator, In Design, After Effects, Dreamweaver ver, Lightroom, Premiere Pro, Adobe XD, Character Animator, Animate

  • Art mediums: Acrylic, Watercolor, Pastel, Ink, Oils, Wood Sculpting, Mix medium, Photography

  • Corel painter

  • Print media layout & design

  • Creative direction

  • Art direction

  • Branding strategy & design

  • Painting

  • Illustration

  • Video production & editing

  • Motion and graphic design

  • Conceptual design & Illustration

  • Character & landscape

  • Languages: Spanish & English

  • Final Cut

  • Wordpress

  • Microsoft office

 

EDUCATION:

  
Savannah College of Art And Design

    Savannah, G.A. • 2009
    M.A.: Motion Graphics & Broadcast

    Savannah, G.A. • 2008

    M.A: Illustration

 

Universidad Del Sagrado Corazón

    San Juan, San Juan • 2006

    B.F.A.: Communications

 

Central Artes Visuales (High School)

    San Juan, San Juan • 2002

    Fine Art s Specialty: Painting

 

CERTIFICATIONS:

 

Social Entrepreneurship 101

  • Issuing authorityNovoEd

  • Issued date and, if applicable,

    the expiration date of the certification or license issued Sep 2017

 

Design kit: The course of the human center design

  • Issuing authorityIDEO.org

  • Issued date and, if applicable,

    the expiration date of the certification or license issued Jun 2017

C.C. Chapman: Content Marketing and the Art of Storytelling

  • Issuing authoritylynda.com

  • Issued date and, if applicable,

    the expiration date of the certification or license issued Aug 2015No Expiration Date

  • Credential IdentifierCredential ID 363796

 

ACCOMPLISHMENTS:

Art Exhibits:

  • Annual art expo 2000, 2001 and 2002, of Escuela de Artes Visuales.

  • 100 years of Serigrafía, of Sacred Heart University.

  • Genesis, (2004). (Solo expo)

  • For Charlie: El nuevo día Editorial Illustration special in solidarity of

    the Charlie Hebdo attack victims in France (2015).

  • Artist for Puerto Rico: Artwork raffle fundraiser to benefit Barrio

    Jacanas after Hurricane Maria, Yabucoa, P.R. at La respuesta (2017)

    (Collective Exposition)

    Honors:

• Honor award for Painting of School of Central de Artes Visuales.

Grant:

  • Savannah College of Art and Design portfolio grant, 2006.

  • Nickelodeon Creative Summit, 2010.

  • Mujer Innova (Business startup program certificate) Club membership:

• Puerto Rico Toastmaster.

WORK HISTORY

Self-Employed - Creative Services Specialist
Carolina, PR • 06/2002 - Current
Creative strategist | Art director | Illustrator | Digital Content designer

 

As a Freelance Creative Service Specialist, I design creative solutions for branding, advertising, and marketing projects in multimedia platforms for small and medium-sized businesses.


Job responsibilities:

  • Develop creative strategy concepts for commercial use and multimedia platforms.

  • 17 years' graphic design experience with 7 years of creative direction and 9 years of art direction.

  • Produce Illustrations for editorials, storyboards, concept art, and advertising projects.

  • Create great content in a variety of formats - graphic visual, video, social, infographics.

  • Manage creative campaigns from concept to completion.

  • Design graphics solutions for Branding, advertising, and marketing.

  • Complete video & media projects in coordination with staff, crew,

    and producer.

  • Interact with clients, defining a creative direction and pitching ideas

    that meet business objectives

  • Execute photo shoots for the marketing of products, artist, and

    advertisements.

  • Developed and executed UX Strategies for web design and Digital

    marketing campaigns.

Ponlo Social, Remote - Independent Social Media Creative Strategist/ Art Director
Hatillo, PR 11/2015 - 02/2019

Ponlo Social is a digital marketing boutique specialized in social media content management and creation.
Required Responsibilities:

  • Created great content in a variety of formats - graphic visual, video, social, infographics

  • Produced, Develop, design, and create strategies for user-friendly experience (UX) for web design, digital marketing, social media, and content for online native marketing.

  • Interacted with clients, defining a creative direction and pitching ideas that meet business objectives

  • Produced content and social calendars targeting pre-determined audiences.

  • Created ideas for branded content for clients across social accounts on all platforms.

  • Used data and insights to develop great content marketing campaigns.

  • Managed creative campaigns from concept to completion.

  • Developed strategies for digital marketing campaigns on Facebook

    and other social media.

  • Developed and implement new strategies for campaign expansion.

  • Researched potential customer information online and the third party

    websites.

  • Made daily analysis to determine campaign effectiveness and

    identify opportunities.

GFR Media - Commercial Creative Specialist
Guaynabo, Guaynabo • 09/2012 - 11/2015 


ÍNDICE was a newspaper with a platform that includes the web, print, and social media. This design was created with the intention of giving commercial liberty to creative and/or clients.
My job as a commercial creative specialist was created for this product. In the beginning the type of work I did serve as an introduction to showcase the possibilities that the Indice's platform for commercial use. The way I achieve this was by making hypothetical cases from concept to finish art and copy, so the client could see their product in a more tangible way.

Required Responsibilities:

  • Created a visual look and feel of interactive projects and creative concepts for multimedia platforms.

  • Developed creative strategy concepts for commercial use and multimedia platforms.

  • Designed graphics solutions for Branding, advertising, and marketing.

  • Created content in a variety of formats - graphic visual, video, social, infographics.

  • Managed creative campaigns and projects from concept to completion

  • Developed and execute art direction solutions for advertising and marketing projects.

  • Developed creative revenue generation strategies for the sales and promotion team.

  • Created product and creative strategies presentations for clients and sales team.

  • Created strategies that help develop new revenue for the product.

  • Assisted the sales team in generating new leads.

  • Created an innovative way to advertise in the newspaper had several different covers in one edition, something that was never done in newspaper print media history in Puerto Rico. We were first!

GFR Media - Commercial Graphic Designer Guaynabo, Guaynabo 09/2011 - 08/2012

El Nuevo Día is the newspaper with the highest circulation in Puerto Rico.
In here I got to:

• Designed creative solutions for print and digital media for commercial ads for small and medium-sized businesses clients of GFR Media.

Atlantic University College - Professor
Guaynabo 08/2011 - 12/2011
Served as a professor of Introduction of Adobe PS and AI and Introduction of illustration art at the Atlantic University College. A college that specializes in design.

Grey Puerto Rico - Art Director M.A. Internship
San Juan, PR • 01/2010 - 05/2010
This internship was part of my M.A. of motion graphic and broadcast design experience. Grey gave me the opportunity to design creative solutions for branding, advertising, and marketing projects in multimedia platforms for the agency's clients.