Federico ‘Roho’ Yniguez


Chunks | Branding | PacSun | Cruising the Capacious | Friends With Benefits | Fundacion Vida | Lite Year


LA-based graphic designer. Currently freelancing for a variety of clients. Multifaceted, typographically-led and world-building-centered.
roho.unico@gmail.com        @roho.ai        Are.na

Reykjavik On Film is the solo photography venture of musician, snny.

The brand focuses on portrait film photography in the city of Reykjavik, Iceland.

Primarily, I worked on a central guide for the brand. With the medium being film photography, I dived deep into the logos and history of iconic brands such as Fujifilm, Canon, and Polaroid.

I decided that the brand itself should reflect the work, specifically drawing references and inspiration from vintage aesthetics. The 70s and 80s were therefore chosen as main reference points. From the color palette being drawn from old Jello catalogs to the brand fonts themselves being influenced by Carnase typefaces, ROF was an exciting experiment.

A summary of the full Reykjavik On Film world - characterized by its exploration of the 70s and 80s.
Proposed Social Media Treatment
Potential Instagram story advertising for ROF. I explored two concepts with ROF’s IG ads: one set focuses on the photography of ROF with subtle branded elements framing the images while the other focuses on a rigid, Swiss-inspired, colorful grid.
Proposed Print TreatmentProposed Brand Guide

Inspired by the NBC Peacock logo brand guidelines, ROF brand guide is rooted in the 70s and 80s. A clear emphasis on geometry, symmetry, and form is meant to leave the guide feeling bold yet classic.
Work In Progress
Some process work with potential type and identity explorations. There has always been a geometric, yet playful approach to ROF’s identity.

Petal Pleasure is the professional name for florist extraordinaire, Dustin Stafford.

With several high profile clients, the brand prides itself on being bold within its floral arrangements.

Petal Pleasure approached me to develop a simple branding system and deck design to better suit their needs.

Being a flourist, Dustin Stafford wanted to highlight the brand’s beauty while also making sure its branding was fresh. After research, we decided to build a brand system that was sleek and modern but with a more Y2K and experimental flare. The culminating brand guide is harsh but beautiful, like the roses cultivated by Stafford in their practice.

A snapshot of the full Petal Pleasure’s brand ecosystem. The brand system toys with the idea of playfulness through the  juxtaposition of seductive visual elements and mechanical typography.
Proposed Print Treatment
Above: Various business card examples. Inspired by Y2K aesthetics, the brand primarily dives into lush and bold elements of the natural world.