Federico ‘Roho’ Yniguez

SELECT WORK

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

BIO

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
[SPAM]

PacSun is a SoCal staple apparel company. It‘s dedicated to delivering an exclusive collection of the most relevant brands and styles to a community of inspired youth.

As a graphic design intern for PacSun, I worked primarily with digital marketing campaigns and assets. Specifically, I designed various email campaigns highlighting different categories of clothing, from menswear to children. I also developed several ad campaigns for PacSun that spanned social media and email.

Other duties included participating in team meetings, ideating and collecting graphics for monthly halo presentations, and working closely with the brand’s digital manager, Elli Zacharowitz, to develop motion graphics for PacSun’s holiday campaigns.

Some notable projects I worked on are PacSun’s Black Friday and Cyber Monday campaigns for 2022.
PacSun’s 2022 Black Friday & Cyber Monday Campaign
One of my larger duties at PacSun was aiding in defining the aesthetics for PacSun’s 2022 Black Friday & Cyber Monday campaign. Under the direction of the brand’s Digital Design Manager and Brand Director, I developed gradient and game-inspired motion graphics, as well as a library of gradients that would eventually be used in the final campaign’s assets. These explorations would be showcased not just on social and email but potentially in-store as well.
Email Marketing
Above: A selection of email hero images. PacSun’s art direction is playful - mixing teen-life aesthetics with SoCal’s sun bleached tones.
Above: Select email body images. Recurring motifs included stickers, arrows, bold colors, and gifs.
Ads
A snapshot of paid ads and website banners for PacSun.