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Karla Aguirre is a multidisciplinary visual designer based in Los Angeles, working across brand identity, digital design, and art direction.

Her work brings together concept, visual storytelling, and a curiosity for how ideas take shape across different mediums.

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San Francisco Ballet


Role: Graphic Designer
Disciplines: Brand Identity, Concept Development, Art Direction
Project Type: Conceptual Rebrand (Student Project)
Institution: ArtCenter College of Design
Year: 2019
Rooted in tradition yet constantly evolving, San Francisco Ballet offers a compelling opportunity to explore the relationship between movement and visual expression.

This conceptual rebrand, created at ArtCenter College of Design, challenges the conventions of traditional ballet branding through oversized typography, unexpected compositions, and expressive photography. Inspired by the physicality and rhythm of dance, the identity captures the energy of performance while inviting a new generation of audiences to experience ballet from a different perspective.

The poster series consist of two different concepts. One being an event poster to showcase each individual program and the other showcasing the full range of events happening for the season. The wordmark combines contrasting letter weights to reflect the flexibility and movement of ballet dancers. A vivid orange, inspired by the Golden Gate Bridge, gives the identity a distinctive connection to San Francisco. The stationery system explores the contrast between expressive typography and minimal composition. A restrained palette of orange, black, and white allows shifts in scale, weight, and placement to bring energy to everyday applications.

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