https://alyssasierra.com Alyssa Sierra Fri, 02 Jan 2026 06:06:32 +0000 https://alyssasierra.com en https://alyssasierra.com/PARTLY-SUNNY-MOSTLY-ICE-D Fri, 02 Jan 2026 06:06:32 +0000 Alyssa Sierra https://alyssasierra.com/PARTLY-SUNNY-MOSTLY-ICE-D PARTLY SUNNY, MOSTLY ICE(D) INTEGRATED CAMPAIGN ART DIRECTION &amp; VISUAL DESIGN Ice(d), Ice(d), Baby! Commodity launched Ice(d), an unexpected winter fragrance that challenged the season’s usual warmth. Instead of leaning cozy, Ice(d) defined a new category with a chilled scent built around frozen mango, crisp spearmint, and eucalyptus. The Challenge This project marked my first full 360 campaign, expanding my role beyond advertising. The challenge was to tease and introduce Ice(d) while translating its cold, refreshing sensory experience into a compelling visual story without relying on familiar clichés. We needed to build intrigue and clarity across all launch touchpoints. Inspired by the perfumer’s description of “a sudden snowstorm on a tropical island,” we explored contrast through sunlit, beach-like moments disrupted by snow and mountain cold. The idea carried across additional touchpoints, with PR kits and teaser videos leaning into a “weather report” approach to amplify the launch story. The Work I partnered with the Head of Brand Creative as the lead designer, overseeing the full campaign ecosystem across site, email and SMS, paid ads, social, PR kits, and Sephora retail support. I helped shape the shoot concept and led the development of the moodboard, storyboard, shot list, and talent approach, translating a single creative vision into cohesive, scalable assets across every launch channel. The Result The campaign received positive feedback from internal teams, influencers, and customers, validating the visual direction and storytelling across channels. View the full campaign in the PDF. Campaign visuals and art direction shown to the right. Credits: Head of Brand Creative: Gabriela Della Corna Designer/Production Assistant: Alyssa Sierra Videographer: Joaquin Cavazos Lighting Tech: Conor James Makeup Stylist: Marta Mariotii Prop Stylist: Liz Mydlowsk Wardrobe Stylist: Blair Cannon Models: Nandi Summers <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/582c1fd0c40f8ea19238af494280bf93faf9ee0d48a85df491e901e97f9d4137/Iced-Mountain-Scene_No-Product_01_Trio-Landscape_Smaller-for-Web.jpg" data-mid="242334715" border="0" src="https://freight.cargo.site/w/1000/i/582c1fd0c40f8ea19238af494280bf93faf9ee0d48a85df491e901e97f9d4137/Iced-Mountain-Scene_No-Product_01_Trio-Landscape_Smaller-for-Web.jpg" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/75a93997ba8a08fedca8a7769a78d71736683df6c8bfdbededb9f411c92c11f4/Iced-Days-2---31548-revised-Square.jpg" data-mid="242334717" border="0" src="https://freight.cargo.site/w/1000/i/75a93997ba8a08fedca8a7769a78d71736683df6c8bfdbededb9f411c92c11f4/Iced-Days-2---31548-revised-Square.jpg" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/8d399bdff2a1e6b445041db679540a2b6d04ed65a32563467326e6f70cd19cd3/Iced-Days-2---31565-revised_From-Jessica-Square.jpg" data-mid="242334716" border="0" src="https://freight.cargo.site/w/1000/i/8d399bdff2a1e6b445041db679540a2b6d04ed65a32563467326e6f70cd19cd3/Iced-Days-2---31565-revised_From-Jessica-Square.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/c798eea9fe6ae9ee37290701a1315885f98c949eb68b64b52200158b04b00449/Iced-Behind-the-Frost_Bold.jpg" data-mid="242334719" border="0" src="https://freight.cargo.site/w/1000/i/c798eea9fe6ae9ee37290701a1315885f98c949eb68b64b52200158b04b00449/Iced-Behind-the-Frost_Bold.jpg" /> <img width="1280" height="1920" width_o="1280" height_o="1920" data-src="https://freight.cargo.site/t/original/i/3b88459f594097c550f71186de4afaf98bc634876d3aab78ccc65388ccdbf333/Iced-Shoot---Scene-30026.jpg" data-mid="242334714" border="0" src="https://freight.cargo.site/w/1000/i/3b88459f594097c550f71186de4afaf98bc634876d3aab78ccc65388ccdbf333/Iced-Shoot---Scene-30026.jpg" /> <img width="1280" height="1920" width_o="1280" height_o="1920" data-src="https://freight.cargo.site/t/original/i/8e045950c89a8969c0d2c60eb37976286dea1a74d316625f082f9905a8e1efd8/Iced-Shoot---Scene-30693-Edit-revised_From-Jessica.jpg" data-mid="242334713" border="0" src="https://freight.cargo.site/w/1000/i/8e045950c89a8969c0d2c60eb37976286dea1a74d316625f082f9905a8e1efd8/Iced-Shoot---Scene-30693-Edit-revised_From-Jessica.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/e41c4b8463e05b67cba1548f186e6d78997b5a79650569f9d8be51aa4ef646fd/Iced-Day-3_Scene-1-Ingredients0037-Edit_From-Jessica.jpg" data-mid="242334718" border="0" src="https://freight.cargo.site/w/1000/i/e41c4b8463e05b67cba1548f186e6d78997b5a79650569f9d8be51aa4ef646fd/Iced-Day-3_Scene-1-Ingredients0037-Edit_From-Jessica.jpg" /> https://alyssasierra.com/MILK-BOLD-IS-ON-FIRE Thu, 02 Oct 2025 10:40:58 +0000 Alyssa Sierra https://alyssasierra.com/MILK-BOLD-IS-ON-FIRE MILK+ BOLD IS ON FIRE! CREATIVE ADVERTISING VISUAL DESIGN &amp; IDEATION Following the rise of lactonic scents in 2024, Commodity highlighted Milk+ Bold, a warmer, louder evolution of its bestseller Milk Expressive, aiming to stand out in a crowded gourmand category. The campaign built an editorial world of burning newspapers, copper tones, and oversized print ephemera, framing the fragrance as a cultural headline across press, social, and paid platforms. As Lead Designer, I co-led the campaign with the Art Director and Head of Brand Creative, shaping the visual direction, storyboards, and compositions while supporting paid asset art direction and coordinating with stylists and vendors. The campaign reached a ~9% CTR (benchmark ~2%), ranking among the highest-performing promos. Credits: Head of Brand Creative: Gabriela Della Corna Art Direction: Winnie Lu Design &amp; Production: Alyssa Sierra Videography: Shirley Chan Lighting Tech: Conor James Prop Styling: Liz Mydlowski Wardrobe Styling: Shayna Arnold Makeup: Sophia Serratore Model: Zach Bousatta <img width="1081" height="1081" width_o="1081" height_o="1081" data-src="https://freight.cargo.site/t/original/i/407bc252bfd2d8e0712b0cadfcf9183cc898d08ac42041c1a8016bb095b46606/02_Traffic_1080x1080_1.jpg" data-mid="238965787" border="0" src="https://freight.cargo.site/w/1000/i/407bc252bfd2d8e0712b0cadfcf9183cc898d08ac42041c1a8016bb095b46606/02_Traffic_1080x1080_1.jpg" /> <img width="1081" height="1081" width_o="1081" height_o="1081" data-src="https://freight.cargo.site/t/original/i/25be045e66f545f99d3567c161bec393450fa584fa03287dd30164a4e66dbd34/01_Awareness_1080x1080_2.jpg" data-mid="238965786" border="0" src="https://freight.cargo.site/w/1000/i/25be045e66f545f99d3567c161bec393450fa584fa03287dd30164a4e66dbd34/01_Awareness_1080x1080_2.jpg" /> <img width="1081" height="1081" width_o="1081" height_o="1081" data-src="https://freight.cargo.site/t/original/i/76d0aaf29e85709940333a7a45fd023bc9ebfb99b5527116703bd068e24313bc/01_Awareness_1080x1080_1.jpg" data-mid="238965785" border="0" src="https://freight.cargo.site/w/1000/i/76d0aaf29e85709940333a7a45fd023bc9ebfb99b5527116703bd068e24313bc/01_Awareness_1080x1080_1.jpg" /> <img width="1081" height="1081" width_o="1081" height_o="1081" data-src="https://freight.cargo.site/t/original/i/70ecbcf5e818ff4c56db9594dece04c7d6da4b2bb8cd0455a7cf1ad47068f2e0/02_Traffic_1080x1080_2.jpg" data-mid="238965788" border="0" src="https://freight.cargo.site/w/1000/i/70ecbcf5e818ff4c56db9594dece04c7d6da4b2bb8cd0455a7cf1ad47068f2e0/02_Traffic_1080x1080_2.jpg" /> <img width="1201" height="629" width_o="1201" height_o="629" data-src="https://freight.cargo.site/t/original/i/8b79ca41c8a3864c4c2b5aca554a17b532c0ee7e9f245d9a7ddfb4e5953b199b/02_Traffic_1200x628_1.jpg" data-mid="238965789" border="0" src="https://freight.cargo.site/w/1000/i/8b79ca41c8a3864c4c2b5aca554a17b532c0ee7e9f245d9a7ddfb4e5953b199b/02_Traffic_1200x628_1.jpg" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/dfce08dfa6b9853690cb7481de7dc078cdca041ea71773e9734c22497ec9ba4f/03_Conversion_1200x628_2.jpg" data-mid="238965790" border="0" src="https://freight.cargo.site/w/1000/i/dfce08dfa6b9853690cb7481de7dc078cdca041ea71773e9734c22497ec9ba4f/03_Conversion_1200x628_2.jpg" /> https://alyssasierra.com/HANDS-ON-COMMODITY Wed, 08 Oct 2025 05:59:04 +0000 Alyssa Sierra https://alyssasierra.com/HANDS-ON-COMMODITY HANDS ON COMMODITY CREATIVE ADVERTISING VISUAL DESIGN Commodity’s Hands On Commodity campaign reimagined fragrance education as a premium brand experience, presenting the concept of Scent Space in a way that felt both educational and luxurious. The challenge was to communicate projection (Personal, Expressive, Bold) as a design choice that shapes how a fragrance is experienced, while sparking curiosity and encouraging exploration across the brand. Our solution was to frame education through a luxury textbook lens, pairing clean layouts, annotated visuals, and structured storytelling with innovative scanner-based imagery that gave the campaign a tactile, experimental feel. As Lead Designer, I helped concept, ideate, and establish the visual design. The campaign proved that education can feel luxurious, driving results that exceeded expectations with IGAs holding above 100% and peaking at 500%. Credits: Head of Brand Creative: Gabriela Della Corna Visual Design: Alyssa Sierra <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/9da3ff7c2e067ec79dc31408d9daeae996eb070cf262f64da178aa1589429a6e/01-1_Awareness_A-Commodity-Study_Design_Commodity-Definition_1200x628.jpg" data-mid="239138668" border="0" src="https://freight.cargo.site/w/1000/i/9da3ff7c2e067ec79dc31408d9daeae996eb070cf262f64da178aa1589429a6e/01-1_Awareness_A-Commodity-Study_Design_Commodity-Definition_1200x628.jpg" /> <img width="2250" height="2250" width_o="2250" height_o="2250" data-src="https://freight.cargo.site/t/original/i/a872165964160ec8941821ad8b04b61830c0dbb8cd875bccc23a64aa8dc2589e/02_Traffic_Commodity-Study_Design_Milk_Expressive_V2_1080x1080.jpg" data-mid="239138670" border="0" src="https://freight.cargo.site/w/1000/i/a872165964160ec8941821ad8b04b61830c0dbb8cd875bccc23a64aa8dc2589e/02_Traffic_Commodity-Study_Design_Milk_Expressive_V2_1080x1080.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/de772779d1098908cb6f0ef250ac6d98aca90e7c14b3951a94f44484a11ca833/01_Awareness_A-Commodity-Study_Design_Milk--Personal_V6_1080x1080.jpg" data-mid="239138667" border="0" src="https://freight.cargo.site/w/1000/i/de772779d1098908cb6f0ef250ac6d98aca90e7c14b3951a94f44484a11ca833/01_Awareness_A-Commodity-Study_Design_Milk--Personal_V6_1080x1080.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/442552c56a826aa77874a2ab6fa9ed559b89edddab8a44a447a400967b86412d/03_Conversion_Commodity-Study_Design_Milk-Expressive_V6_1080x1080.jpg" data-mid="239138671" border="0" src="https://freight.cargo.site/w/1000/i/442552c56a826aa77874a2ab6fa9ed559b89edddab8a44a447a400967b86412d/03_Conversion_Commodity-Study_Design_Milk-Expressive_V6_1080x1080.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6a63a89331aae2651017e178b78b20f3cddcdfaa97e0738901c0a7a14eb20c24/03_Conversion_Commodity-Study_Design_Milk--Personal_V6_1080x1080.jpg" data-mid="239138672" border="0" src="https://freight.cargo.site/w/1000/i/6a63a89331aae2651017e178b78b20f3cddcdfaa97e0738901c0a7a14eb20c24/03_Conversion_Commodity-Study_Design_Milk--Personal_V6_1080x1080.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/58faa53ca6b529a0a78856156274a80b38d18cb3c6522846a57a3d32c1bcd614/03_Conversion_Commodity-Study_Design_Milk--Bold_V6_1080x1080.jpg" data-mid="239138673" border="0" src="https://freight.cargo.site/w/1000/i/58faa53ca6b529a0a78856156274a80b38d18cb3c6522846a57a3d32c1bcd614/03_Conversion_Commodity-Study_Design_Milk--Bold_V6_1080x1080.jpg" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/ee50676e1cce5b824ba578a831a6b81c0a82b0eeae388e2d1e5fc2ac8e4ca860/01-1_Awareness_A-Commodity-Study_Design_Milk--Personal_V6_1200x628.jpg" data-mid="239138669" border="0" src="https://freight.cargo.site/w/1000/i/ee50676e1cce5b824ba578a831a6b81c0a82b0eeae388e2d1e5fc2ac8e4ca860/01-1_Awareness_A-Commodity-Study_Design_Milk--Personal_V6_1200x628.jpg" /> https://alyssasierra.com/COMMODITY-S-BRAND-VIDEO Thu, 09 Oct 2025 06:25:15 +0000 Alyssa Sierra https://alyssasierra.com/COMMODITY-S-BRAND-VIDEO COMMODITY'S BRAND VIDEO MOTION DESIGN CREATIVE DIRECTION &amp; ANIMATION Commodity is a modern American perfumery built on an elemental approach and the belief that simplicity is the new luxury. To support Sephora's product pages and staff training, the brand needed a video that could clearly explain its perspective on fragrance. The result was a design-forward piece that introduced Scent Space, Commodity's signature concept, through a mix of animation, behind-the-scenes footage, and film. The video was created to be clear and educational while still feeling dynamic and engaging, making it effective across both consumer-facing and internal platforms.&nbsp; As Lead Designer, I helped storyboard the video from concept to execution, shaping how Scent Space was communicated through movement and composition. I worked closely with an outside vendor to turn complex fragrance ideas into clear, visual storytelling and assisted with motion graphics throughout production. Credits: Head of Brand Creative: Gabriela Della Corna Visual Design/Animation: Alyssa SierraAnimation: Chris Gomez https://alyssasierra.com/DO-YOU-SMELL-THAT Wed, 08 Oct 2025 09:19:09 +0000 Alyssa Sierra https://alyssasierra.com/DO-YOU-SMELL-THAT DO YOU SMELL THAT? CREATIVE ADVERTISING VISUAL DESIGN Commodity’s “Do You Smell That?” campaign introduced the brand’s first flagship store in New York City while reinforcing its digital presence. The goal was to make Commodity feel everywhere at once by building awareness, driving people to the flagship, and capturing online sales for those outside NYC. As Lead Designer, I helped shape the campaign’s visual identity, developing the branding and design system that extended across paid social, packaging, and digital touchpoints. From concept development and storyboarding to ad design and rollout, the campaign delivered on both creativity and performance, achieving a $2.40 CPM for awareness, a 6% CTR for traffic, and a 97% ROAS at conversion. Credits: Head of Brand Creative: Gabriela Della Corna Visual Design: Alyssa Sierra <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d7ae57787745bb54fd837e7173ba8998b8022381df4e9c0178602f993e526ebe/01_Awareness_Square_One-Mailbox_1080x1080_V1.jpg" data-mid="239178610" border="0" src="https://freight.cargo.site/w/1000/i/d7ae57787745bb54fd837e7173ba8998b8022381df4e9c0178602f993e526ebe/01_Awareness_Square_One-Mailbox_1080x1080_V1.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/15a026c4fcb6026e269674bd84a964d28d2cc362c93639789eb1995826a2843b/01_Awareness_Two-Mailboxes_1080x1080_V1.jpg" data-mid="239178611" border="0" src="https://freight.cargo.site/w/1000/i/15a026c4fcb6026e269674bd84a964d28d2cc362c93639789eb1995826a2843b/01_Awareness_Two-Mailboxes_1080x1080_V1.jpg" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/215bd6d1c173e0b0526654921b5188db17b3620d23b1ceca6a449f3501a029a0/02_Traffic-Images_Bryson-Hand_1000x1500_V4.jpg" data-mid="239178614" border="0" src="https://freight.cargo.site/w/1000/i/215bd6d1c173e0b0526654921b5188db17b3620d23b1ceca6a449f3501a029a0/02_Traffic-Images_Bryson-Hand_1000x1500_V4.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1fc94526b2b10263be4356033126b124705e2371fa896b7c21cfeae6ea4408e8/02_Traffic-Images_Influencer-01_1080x1080_V3.jpg" data-mid="239178615" border="0" src="https://freight.cargo.site/w/1000/i/1fc94526b2b10263be4356033126b124705e2371fa896b7c21cfeae6ea4408e8/02_Traffic-Images_Influencer-01_1080x1080_V3.jpg" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/b82579fa6970b030b282d67b264465348b6d3925e755c6e034723f8903dc3c95/02_Traffic-Images_Influencer-02_1000x1500_V4.jpg" data-mid="239178616" border="0" src="https://freight.cargo.site/w/1000/i/b82579fa6970b030b282d67b264465348b6d3925e755c6e034723f8903dc3c95/02_Traffic-Images_Influencer-02_1000x1500_V4.jpg" /> <img width="881" height="1571" width_o="881" height_o="1571" data-src="https://freight.cargo.site/t/original/i/9f4e0c64b1a37fac7f430c59f3b31e28b10a83eff9806d7b0466aea9f28d6db7/IMG_4297.PNG" data-mid="239178617" border="0" src="https://freight.cargo.site/w/881/i/9f4e0c64b1a37fac7f430c59f3b31e28b10a83eff9806d7b0466aea9f28d6db7/IMG_4297.PNG" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/5425dddb7fd29b722faddabb5d98ca2ea0079387b324298ab65314a00dedd8d1/02_Traffic-Images_A-Woman-Smelling-Blotter_1200x628_V3.jpg" data-mid="239178612" border="0" src="https://freight.cargo.site/w/1000/i/5425dddb7fd29b722faddabb5d98ca2ea0079387b324298ab65314a00dedd8d1/02_Traffic-Images_A-Woman-Smelling-Blotter_1200x628_V3.jpg" /> https://alyssasierra.com/NOW-SERVING-JUICE Mon, 20 Oct 2025 06:27:17 +0000 Alyssa Sierra https://alyssasierra.com/NOW-SERVING-JUICE NOW SERVING: JUICE CREATIVE ADVERTISING VISUAL DESIGN My first ever campaign shoot! We launched Juice, our newest fragrance designed to make your mouth water. The campaign brought to life the nostalgia of a school lunchroom with trays, jello cups, and spilled juice, viewed through Commodity’s modern lens of simple luxury. As a Junior Designer, I worked closely with the Head of Creative Advertising to concept the campaign, contribute to the shot list and storyboard, and support production and art direction on set. I also helped extend the campaign’s playful tone into traffic ads that maintained a cohesive and organic feel across paid platforms. This project sparked my love for ideation and creative direction, performing exceptionally well with an ~8% CTR and ~87% LPV ratio. Credits: Head of Brand Creative: Gabriela Della Corna Junior Designer: Alyssa Sierra Makeup Stylist: Reza Tabassi Prop Styling: Liz Mydlowski Wardrobe Styling: Shayna Arnold Models: Nandi Summers, Sean Anthony Bryant, and Lindsey Martin <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/fcd072f863969e8ef119cc1923beb70d8fb79f6cfb1a918e0fc8390dd7b1c935/1_Awareness_1200x628_V2-04.jpg" data-mid="239569601" border="0" src="https://freight.cargo.site/w/1000/i/fcd072f863969e8ef119cc1923beb70d8fb79f6cfb1a918e0fc8390dd7b1c935/1_Awareness_1200x628_V2-04.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/295395f2a33057a2cafbae23ace6d24c4a17d8786c179008eec90b507aa5cdfa/1_Awareness_1080x1080_V2-4.jpg" data-mid="239569600" border="0" src="https://freight.cargo.site/w/1000/i/295395f2a33057a2cafbae23ace6d24c4a17d8786c179008eec90b507aa5cdfa/1_Awareness_1080x1080_V2-4.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5ada584f12cd7a3dc51cec4742c1bb9cac62504fa5db47a418b1120dfd60b5a3/3_Conversion_1080x1080_V2-02.jpg" data-mid="239569604" border="0" src="https://freight.cargo.site/w/1000/i/5ada584f12cd7a3dc51cec4742c1bb9cac62504fa5db47a418b1120dfd60b5a3/3_Conversion_1080x1080_V2-02.jpg" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/08cf96a755f2d83d8fbed0c19a91827a9fa29dfe8e60c3d22976f8e3aa713a75/2_Traffic_1200x628_V2-04.jpg" data-mid="239569602" border="0" src="https://freight.cargo.site/w/1000/i/08cf96a755f2d83d8fbed0c19a91827a9fa29dfe8e60c3d22976f8e3aa713a75/2_Traffic_1200x628_V2-04.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5473301b0658910faf101be7a146ec322f8e78d0c932f55bb808b543c46b8e16/3_Conversion_1080x1080_V2-13.jpg" data-mid="239569605" border="0" src="https://freight.cargo.site/w/1000/i/5473301b0658910faf101be7a146ec322f8e78d0c932f55bb808b543c46b8e16/3_Conversion_1080x1080_V2-13.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1408d697104809f73391a317a4c0dc44eccd3c4c384798a104bf04b37e16fc4a/3.1_Conversion_Funnel-3-Juice_ADDITIONAL-CONVERSION_1080x1080_V2-01.png" data-mid="239569603" border="0" src="https://freight.cargo.site/w/1000/i/1408d697104809f73391a317a4c0dc44eccd3c4c384798a104bf04b37e16fc4a/3.1_Conversion_Funnel-3-Juice_ADDITIONAL-CONVERSION_1080x1080_V2-01.png" /> https://alyssasierra.com/MORE-THAN-WHAT-MEETS-THE-EYE Mon, 06 Oct 2025 06:24:01 +0000 Alyssa Sierra https://alyssasierra.com/MORE-THAN-WHAT-MEETS-THE-EYE MORE THAN (WHAT) MEETS THE EYE... EDITORIAL DESIGN VISUAL DESIGN&nbsp; An exploration of how design can challenge visual norms and expand indusion. #morethan(what)meetstheeye examines how visual communication design can make everyday interactions more inclusive. Focused on the overlooked social implications of eye deformities like strabismus, it challenges conventional ideas of eye contact, sight lines, and “normal” visibility. The accompanying pamphlet uses visual discomfort through off-centered layouts, mismatched gazes, and subtle distortions to mirror how people with eye differences are often perceived. By recreating the unease of disrupted eye contact, the project repositions design as a tool for empathy and awareness, prompting readers to confront their own biases around sight, alignment, and attention. <img width="3500" height="2300" width_o="3500" height_o="2300" data-src="https://freight.cargo.site/t/original/i/4fd5cee189a8fe39295f86cf00e7bccf3428013c5233ea18e4663bfcb7864910/2_morethanmeetstheeye_frontandback.jpg" data-mid="239050685" border="0" src="https://freight.cargo.site/w/1000/i/4fd5cee189a8fe39295f86cf00e7bccf3428013c5233ea18e4663bfcb7864910/2_morethanmeetstheeye_frontandback.jpg" /> <img width="3500" height="2300" width_o="3500" height_o="2300" data-src="https://freight.cargo.site/t/original/i/df2bed2241a7dc02a4c632b09bccd69d751743ec17de8caa9b16a289a7fd7fe1/22pink_update_blurb.jpg" data-mid="239050686" border="0" src="https://freight.cargo.site/w/1000/i/df2bed2241a7dc02a4c632b09bccd69d751743ec17de8caa9b16a289a7fd7fe1/22pink_update_blurb.jpg" /> https://alyssasierra.com/ARE-YOU-NEXT-1 Mon, 06 Oct 2025 06:34:37 +0000 Alyssa Sierra https://alyssasierra.com/ARE-YOU-NEXT-1 ARE YOU NEXT? POSTER DESIGN VISUAL DESIGN&nbsp; “Are You Next?” examines the chaos and emotional weight of mass shootings in America. The project responds to the problem of how often these tragedies are reduced to statistics and headlines, distancing them from their human impact. Through chairs, paper scraps, and abstract shapes, the design translates that emotional weight into visual form, capturing tension, loss, and fragility in a way that feels immediate and personal. <img width="3800" height="2800" width_o="3800" height_o="2800" data-src="https://freight.cargo.site/t/original/i/719609b75aab21956a64190d503dcd0dc661119864575dae9e14b85789c84d42/01_tabloid_paper_hover_top.jpg" data-mid="239050809" border="0" src="https://freight.cargo.site/w/1000/i/719609b75aab21956a64190d503dcd0dc661119864575dae9e14b85789c84d42/01_tabloid_paper_hover_top.jpg" /> <img width="3800" height="2800" width_o="3800" height_o="2800" data-src="https://freight.cargo.site/t/original/i/5b4c38f57b2e2d6235062d5a5612d275f25312699555aaaa335b8a179d2b7e50/02_tabloid_paper_hover_top_2.jpg" data-mid="239050810" border="0" src="https://freight.cargo.site/w/1000/i/5b4c38f57b2e2d6235062d5a5612d275f25312699555aaaa335b8a179d2b7e50/02_tabloid_paper_hover_top_2.jpg" /> <img width="3800" height="2800" width_o="3800" height_o="2800" data-src="https://freight.cargo.site/t/original/i/38b23a224599822baff06d97d54838c6c2a31c291518fc098c1f9ae76f3add37/03_tabloid_paper_hover_top_3.jpg" data-mid="239050811" border="0" src="https://freight.cargo.site/w/1000/i/38b23a224599822baff06d97d54838c6c2a31c291518fc098c1f9ae76f3add37/03_tabloid_paper_hover_top_3.jpg" /> https://alyssasierra.com/Amen Mon, 06 Oct 2025 06:03:24 +0000 Alyssa Sierra https://alyssasierra.com/Amen AMEN EDITORIAL DESIGN VISUAL DESIGN, THESIS “Amen” analyzes human dialogue through the poetics of communications during Mass. The Roman Missal is reconstructed using biblical passages arranged in a new systematic framework, deviating from its traditional grid to retell its narratives and practicalties. During my undergraduate studies, I redesigned the Missal to simplify its complexity, using key messaging annotations, icons, and a refined grid structure to make it more approachable while preserving its sacred meaning. Locate the full reading experience here. <img width="2000" height="1314" width_o="2000" height_o="1314" data-src="https://freight.cargo.site/t/original/i/eb830a358f3904757438237b3388523cb1e8fb57f2b1ba21d84664930f0d25ff/01_preface_DSC_0233_2.png" data-mid="239050620" border="0" src="https://freight.cargo.site/w/1000/i/eb830a358f3904757438237b3388523cb1e8fb57f2b1ba21d84664930f0d25ff/01_preface_DSC_0233_2.png" /> <img width="5568" height="3712" width_o="5568" height_o="3712" data-src="https://freight.cargo.site/t/original/i/2fb8ce3241149229c990da70db7c06a94a4d770e6a71d977e5060e299ff241e3/02b_DSC_0266.png" data-mid="239050621" border="0" src="https://freight.cargo.site/w/1000/i/2fb8ce3241149229c990da70db7c06a94a4d770e6a71d977e5060e299ff241e3/02b_DSC_0266.png" /> <img width="2000" height="1314" width_o="2000" height_o="1314" data-src="https://freight.cargo.site/t/original/i/0af2d2776d5acb6835649178fd20ffeaf0cf265514cc2f1be55a9c994209399f/03_G_DSC_0287_2.png" data-mid="239050622" border="0" src="https://freight.cargo.site/w/1000/i/0af2d2776d5acb6835649178fd20ffeaf0cf265514cc2f1be55a9c994209399f/03_G_DSC_0287_2.png" /> <img width="2000" height="1314" width_o="2000" height_o="1314" data-src="https://freight.cargo.site/t/original/i/5731a5d350d596d57ff726fa9a600048ec6a263b298ba18744cf13976c0333a3/05_sinned_DSC_0407.png" data-mid="239050623" border="0" src="https://freight.cargo.site/w/1000/i/5731a5d350d596d57ff726fa9a600048ec6a263b298ba18744cf13976c0333a3/05_sinned_DSC_0407.png" /> https://alyssasierra.com/Header Wed, 13 Aug 2025 00:57:17 +0000 Alyssa Sierra https://alyssasierra.com/Header A. SIERRA, VISUAL DESIGNER Alyssa Sierra is a visual designer exploring her path to art direction. She lives for big ideas that start messy and end meaningful, guided by curiosity, research, and a love for experimentation. <img width="3500" height="1792" width_o="3500" height_o="1792" data-src="https://freight.cargo.site/t/original/i/7007027240efb9676368e981d63216c7fd2f6118cf4c9c17ff5e3390445ac04d/4_final_sketch-of-face_final-close0.5x.jpg" data-mid="240232310" border="0" src="https://freight.cargo.site/w/1000/i/7007027240efb9676368e981d63216c7fd2f6118cf4c9c17ff5e3390445ac04d/4_final_sketch-of-face_final-close0.5x.jpg" /> #cursor-dot { display: none !important; position: absolute; width: 28px; height: 28px; background-color: black; border-radius: 50%; pointer-events: none; z-index: 99999; transform: translate(-50%, -50%); transform: translateY(calc(-1 * var(--lift))); transition: transform 0.05s linear; display: none; /* Start hidden */ } (function(){ var area = document.getElementById('scribble-area'); var cvs = document.getElementById('scribble-canvas'); if (!area || !cvs) return; var ctx = cvs.getContext('2d', { alpha: true }); if (!ctx) return; var WIDTH_MIN = 8, WIDTH_MAX = 30, INK_ALPHA = 0.94; var EDGE_SOFTEN_BLUR = 0.6, TEXTURE_JITTER = 0.45; var ATTRACT=0.25, CURL=0.14, DAMPING=0.96, NOISE=0.08, SPEED_MAX=25; var pen={x:null,y:null,vx:0,vy:0}, target={x:null,y:null}; var drawing=false, lastMid=null; function sizeToArea(){ var rect = area.getBoundingClientRect(); var w = rect.width, h = rect.height; if (!w || !h) { requestAnimationFrame(sizeToArea); return; } var dpr = window.devicePixelRatio || 1; cvs.style.width = w + 'px'; cvs.style.height = h + 'px'; cvs.width = Math.max(1, Math.round(w * dpr)); cvs.height = Math.max(1, Math.round(h * dpr)); ctx.setTransform(dpr,0,0,dpr,0,0); ctx.lineCap='round'; ctx.lineJoin='round'; ctx.miterLimit=2; ctx.globalCompositeOperation='multiply'; } sizeToArea(); if (window.ResizeObserver) new ResizeObserver(sizeToArea).observe(area); else window.addEventListener('resize', sizeToArea); function rand(n){ return (Math.random()-0.5)*n; } function tick(){ if (!drawing){ requestAnimationFrame(tick); return; } if (pen.x==null){ pen.x=target.x; pen.y=target.y; lastMid={x:pen.x,y:pen.y}; } var dx=target.x-pen.x, dy=target.y-pen.y; var ax=dx*ATTRACT + (-dy)*CURL + rand(NOISE); var ay=dy*ATTRACT + ( dx)*CURL + rand(NOISE); pen.vx=(pen.vx+ax)*DAMPING; pen.vy=(pen.vy+ay)*DAMPING; var sp=Math.hypot(pen.vx,pen.vy); if (sp > SPEED_MAX){ pen.vx*=SPEED_MAX/sp; pen.vy*=SPEED_MAX/sp; sp=SPEED_MAX; } var prev={x:pen.x,y:pen.y}; pen.x+=pen.vx; pen.y+=pen.vy; var mid={x:(prev.x+pen.x)/2, y:(prev.y+pen.y)/2}; var t=Math.min(sp/SPEED_MAX,1); t=Math.pow(t,0.6); var w=WIDTH_MIN+(WIDTH_MAX-WIDTH_MIN)*(1-t); ctx.save(); ctx.filter='blur('+EDGE_SOFTEN_BLUR+'px)'; ctx.beginPath(); ctx.moveTo(lastMid.x,lastMid.y); ctx.quadraticCurveTo(prev.x,prev.y,mid.x,mid.y); ctx.lineWidth=w*1.05; ctx.strokeStyle='rgba(0,0,0,'+(INK_ALPHA*0.55)+')'; ctx.stroke(); ctx.restore(); ctx.beginPath(); ctx.moveTo(lastMid.x,lastMid.y); ctx.quadraticCurveTo(prev.x,prev.y,mid.x,mid.y); ctx.lineWidth=w; ctx.strokeStyle='rgba(0,0,0,'+INK_ALPHA+')'; ctx.stroke(); var ox=(Math.random()-0.5)*TEXTURE_JITTER, oy=(Math.random()-0.5)*TEXTURE_JITTER; ctx.beginPath(); ctx.moveTo(lastMid.x+ox,lastMid.y+oy); ctx.quadraticCurveTo(prev.x+ox,prev.y+oy,mid.x+ox,mid.y+oy); ctx.lineWidth=Math.max(WIDTH_MIN*0.9, w*0.92); ctx.strokeStyle='rgba(0,0,0,0.22)'; ctx.stroke(); lastMid=mid; requestAnimationFrame(tick); } function pt(e){ var r=cvs.getBoundingClientRect(); var p=(e.touches&&e.touches[0])||e; return {x:p.clientX-r.left, y:p.clientY-r.top}; } function start(e){ var p=pt(e); // === Prevent drawing in the top 100px (adjust as needed) === if (p.y < 100) return; target.x=p.x; target.y=p.y; pen.x=pen.y=null; pen.vx=pen.vy=0; drawing=true; requestAnimationFrame(tick); } function move(e){ var p=pt(e); if (p.y < 100) return; // block strokes above this cutoff target.x=p.x; target.y=p.y; } function stop(){ drawing=false; lastMid=null; } cvs.addEventListener('mouseenter', start); cvs.addEventListener('mousemove', move); cvs.addEventListener('mouseleave', stop); cvs.addEventListener('touchstart', function(e){ e.preventDefault(); start(e); }, {passive:false}); cvs.addEventListener('touchmove', function(e){ e.preventDefault(); move(e); }, {passive:false}); cvs.addEventListener('touchend', stop); // === Custom black dot cursor === var cursorDot = document.getElementById('cursor-dot'); var canvas = document.getElementById('scribble-canvas'); // Show/hide cursor dot on enter/leave canvas.addEventListener('mouseenter', function () { cursorDot.style.display = 'block'; }); canvas.addEventListener('mouseleave', function () { cursorDot.style.display = 'none'; }); // Update position accurately canvas.addEventListener('mousemove', function (e) { const rect = canvas.getBoundingClientRect(); // includes transform const x = e.pageX; const y = e.pageY; // Position dot relative to canvas position on screen cursorDot.style.left = `${x}px`; cursorDot.style.top = `${y}px`; }); })();