Christopher Abarca

Brand design / creative direction / integrated campaigns

Brand and creative leadership for work that has to hold together in the real world.

I build brand systems, campaigns, packaging, retail experiences, and digital work. I like taking a clear idea from the first conversation through the details that make it useful, recognizable, and ready to live across many touchpoints.

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Longs Drugs brand guideline pages arranged on a yellow surface with color palettes, logo spacing, storefront images, and digital playbook layouts.
01 Identity
Dog resting in soft natural light.
02 Campaign
Island Living biodegradable forks, spoons, knives, and chopsticks with coordinated retail cartons.
03 Archive

Practice

Collaborative brand systems for every place a message has to show up.

I work best in collaborative efforts across fields. When a brand or company needs to show up in more than one place, I get excited by the problem of making a campaign or product fit on a screen, in print, and in a store while still carrying the same recognizable message.

Selected paths

The work can be read through three connected parts of my practice.

01

Brand and design leadership

Identity systems, guidelines, packaging, retail, web, and the production structure that keeps them connected.

See the Longs Drugs system
02

Campaigns and art direction

Concepts and visual stories that can move across social, print, events, presentations, and physical spaces.

See the Manoa Now campaign
03

Marketing and digital work

Clear content and customer paths built around launch needs, useful information, and the next action.

See the Vital View launch

Approach

Balance, storytelling, restraint, texture, and atmosphere.

I care about balance and storytelling because it makes the work useful and lasting. Living around the globe has given my work a sense of transition, boldness, texture, and atmosphere without leaning on obvious visual cliches.

Longs Drugs brand guideline pages arranged on a yellow surface with color palettes, logo spacing, storefront images, and digital playbook layouts.
Longs Drugs Brand Revival Brand System
LD Sans family specimen showing ExtraLight through Black weights, ʻŌlelo Hawaiʻi phrase samples, and italic examples.
Longs Sans The family study tests weight, rhythm, voice, and ʻŌlelo Hawaiʻi support.
Island Living biodegradable forks, spoons, knives, and chopsticks with coordinated retail cartons.
Island Living Eco Goods Compostable utensils and chopsticks use the same package rhythm across smaller vertical cartons.
Hana Paw color schemes and packaging study board with source bag artwork, extracted palettes, draft fronts, and hierarchy notes.
Hana Paw Pet Goods The square study board pulls color systems from the provided bag designs and maps them into package-front studies.
Orange Manoa Now campaign poster with apparel photography and colorful square graphics.
Manoa Now Identity The Discover Manoa campaign connected campus pride with personal style.
Kelly Lui salon sidewalk sign with a vivid pink identity.
Identity Studies Identity
For Fun's Sake badge system shown in yellow, gray, and black.
Toriyama Early Works Exhibition Staff, VIP, and guest credentials use color and hierarchy to clarify access.

Featured work

Selected work across identity, campaigns, packaging, type, environments, and digital products.

Work archive

Browse the larger archive of brand systems, printed pieces, product lines, and digital experiences.

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