STALL STREET JOURNAL - BMCC
Branding - Visual Design
CREATIVE Director / Graphic Designer / WRITER
ABOUT
Stall Street Journal is a rebranding project at BMCC that transforms a static, text-heavy student publication into a visually engaging, mobile-first experience.
Originally designed as a bathroom newspaper, SSJ struggled with readability and identity. The redesign introduced a new visual language, QR-driven interactions, and story-based formats using original characters.
I contributed across art direction, design, and storytelling to create a cohesive system connecting posters, digital content, and student engagement.
Illustrator
Photoshop
Figma
Google Workspace
PROBLEM
The original Stall Street Journal was a static, text-heavy bathroom publication. Students had limited time and attention, making dense information difficult to read and easy to ignore. Despite containing valuable resources, the format lacked visual clarity, impact, and identity.
Instead of removing content, the project redefined how information is delivered. The goal was simple: make content faster to read, easier to access, and more engaging through visual storytelling. Same information. New format.
A MOBILE-FIRST SYSTEM
The project evolved into a connected system where physical and digital formats work together. Posters capture attention, QR codes drive interaction, and mobile formats deliver content adapted to students’ habits.
VISUAL IDENTITY BREAKDOWN
As a fresh Creative Director, I helped define the new visual identity of Stall Street Journal.
This included logo direction, icons, color palette, typography, and the overall visual system. The goal was to move away from an outdated newspaper aesthetic toward a bold, flexible, and student-driven identity.
New Logo
New Icon
MOBILE STRATEGIES
After scanning the QR code on the new poster, students will be able to choose between two different paths:
Info-comic
OPTION 2
Story-comic
A more narrative-driven experience that delivers the same information through a webtoon-inspired format.
STORY-COMIC: STORY DEVELOPMENT
For the “Story-comic” experience, I worked closely with the script writer to develop the characters beyond their visual design. Together, we explored their personalities, motivations, and psychological backgrounds to create a cast that would feel authentic and relatable to BMCC students.
PROMOTIONAL MERCHANDISING
The goal here was to extend the SSJ universe beyond posters and digital content by introducing a physical object students could collect, exchange, and keep over time. This merchandising approach helped strengthen the connection between print and digital experiences while appealing to a cross-generational student community familiar with collectible card culture.
To reinforce the physical and mixed-media identity of the Stall Street Journal, the team and I designed card layouts for the SSJ Collectable Cards. Inspired by iconic trading card franchises such as Pokémon and other recognizable collectible licenses, these cards were created to encourage long-term student engagement while making the project feel more interactive, immersive, and memorable.
FUNDING PRESENTATION
To support the future implementation of the Stall Street Journal rebrand, the team presented the project to the Vice President of BMCC to secure funding from the Student Affairs Office.
Designed by Nashiem Johnson, President of the Career Connected Learning Club, this slideshow highlighted the project’s mixed-media approach, student engagement strategy, and overall vision for modernizing campus communication.
SCOPE
CREDITS
BMCC Career Connected Learning (CCL)
Executive Production: Susan Stratton
Mentors: Christopher Stein, Josue A. Advincola, Kim M. Williamson
Creative Direction: Nina Pateishvili, Kevin Alarcon
Graphic Design: Kevin Alarcon, Antoine Claustres, Yeimilee Marcano, Marcus Morales, Anthony Galente
Promotional Assets: Litzy Tapia, Yailenis Rodriguez, Rosalie Ascher
Social Media & Motion Graphics: Yeimilee Marcano, Nicholas Gonzalves, Mia Castro, Kayla McNeill, Austin Demoliere, Oliver Cruz
Writing: Kevin Alarcon, Devon Sawyer
Character Design : Sara Montanez, Litzy Tapia
UI/UX Designer: Antoine Claustres
Presentation Design: Nashiem Johnson
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CONTACT
Interested in collaborating or working together? Feel free to reach out for projects, creative opportunities, or professional inquiries.
Brooklyn, NY, USA
SAME INFO, NEW FORMAT