i Cool : Portfolio of designer brands

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iCool by Cathy Longo

Cathy Longo was born is Caracas, Venezuela where she obtained an associate
degree in Graphic Design from the Institute of Perera Design and Fine Arts the
Cristobal Rojas School, which she completed with a Bachelors Degree in Arts
from Central University in Venezuela.

Her initial years of professional experience were spent in Venezuela, where she
got involved in numerous design projects for both public and private
companies. In 1996, Cathy decided to emigrate to the United States where her
novel and audacious handling of color and typography has allowed her to
venture.

During her rich and diverse trajectory as a Graphic Designer, Cathy has
developed innovative & effective projects for clients such as Tropical Sony, Sony
Discs, Latin EMI, Skyquest Television, Jose Maria Vargas University, Givenchy,
among others.

In 2008, Cathy started to design for her own brand, iCool, As a vibrant visual
artist whose eclectic works frequently feature organic, and highly original iCool makes it possible for today’s woman to incorporate
forms. Her creative process encompassed the digital design of female purses Art into her life by wearing beautiful and versatile
and purse holders and their subsequent manufacture in recycled and accessories which, at the same time, represent a step
biodegradable non-woven fibers. Thus, iCool was born as an innovative way to forward in the protection of our natural surroundings. In
turn environmental concern into concrete actions.
their visual sophistication and eco-conscious manufacture,
every iCool product fully embodies the brand’s slogan:
Each one of Cathy’s design tells a different story. Some talk about optimism, I Got Life
while others about perseverance and love; but every one of them reflects the
artist’s rigorous academic training and her varied professional experience in the
competitive field of graphic design.

WEAR ART

Is the new concept of fashion designer Cathy
Longo. Creativity, environmental awareness and
affordability are combined in the newest arrival
in the world of women’s accessories by
embracing the award wining non-woven
technology, iCool is at the vanguard of the
environmentally friendly textile. Non-woven
ﬁbers are manufactured with recycled and
biodegradable material which are also resistant,
durable and surprisingly light weight.

WEAR ART

This collection features 12 different arts on
its shoulder and tote bags, each one telling a
different story.

PERSEVERANCE

Aesthetically, this design clearly references the
tradition of geometric abstraction, which is so
important in Venezuela, my home country. In the
inﬁnite repetition of forms and colors I wanted
to convey the idea that perseverance and
consistence are fundamental values if we hope
to achieve true success in our lives.

COMMUNICATION

Strength and fortitude are two of the qualities I
admire the most in several of my friends, and this is an
idea I was pondering on while working on this design.
When you come across people who are strong, even
stubborn, it may be challenging to ﬁnd common
grounds and reach agreements, but when this happens
they are always long-lasting and fruitful.

HOPE

In a world plagued by violence and aggression, I
feel we still have countless reasons to be
optimistic. I thus conceived this design as an
inspiring metaphor: a hopeful blue emerging
amidst a sea of military greens.

STRENGTH

Strength and fortitude are two of the qualities I
admire the most in several of my friends, and
this is an idea I was pondering on while working
on this design. When you come across people
who are strong, even stubborn, it may be
challenging to ﬁnd common grounds and reach
agreements, but when this happens they are
always long-lasting and fruitful.

COMMITMENT

I have always felt that, paradoxically as it may
sound, it is only when you allow yourself to be
fully and wholeheartedly committed to another
person, that you become truly free.
Commitment is not a burden but an opportunity
to grow.

INSPIRATION

I have been passionate about watercolor as a
medium since my art school days in Caracas. I
have long been fascinated by its versatility and by
the mastery required to achieve its full aesthetic
potential. I conceived this design as an evocation
of the spirit of some of the most celebrated
watercolorists in modern art.

INTUITION

There is nothing rational about this design. It
was born out of a burst of creativity that I find
difficult to put into words. I simply allowed
myself to go with the flow and I worked until I
felt the work was completed.

OCEAN

The ocean is the ﬁrst thing I see when I wake
up, and the last one before I go to sleep. This is
my interpretation of its chromatic richness and
of the marvelous feeling of freedom which
invades us when we contemplate it.

ENCOUNTERS

This design is for those of us who believe in love
above everything else. Love is a healing and
empowering force that ﬁlls our hearts with
desire and determination and brings out the
best in us.

LIFE

My mother was a woman who was full of life.
She was seen by many as a social butterﬂy,
always irradiating not only energy, happiness and
optimism, but also naïvité and generosity. This
design was made to honor her memory.

DEPTH

This design is loaded with symbolisms. There are
discrete allusions to happiness, passion and
other important and profound sentiments, but
rather than impose a literal meaning, I would like
to invite you to look at it, make your own
associations and draw your personal
conclusions.

HOMAGE

With this design I pay homage to the thousands
of people who have built up the courage to leave
everything behind and attempted to make their
dreams come true. They have transited some of
the planet’s most arid lands and endured the
most extreme conditions, guided only by their
unyielding hope for a better future.

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