if design were easy, everyone would do it.
a n d r e a fa l k e M FA Po r t f o l io
››
i t ' s c o m p l i cat e d
a n d r e a fa l k e M FA Po r t f ol io
››
i t ' s c o m p l i cat e d MFA Portfolio
Written and designed by Andrea Falke
m ast e r s o f f i n e a rt s, g r a p h i c d e s i g n
Academy of Art University 79 New Montgomery 5th Floor San Francisco, CA 94108
c o n tact m e
andreafalke@gmail.com
s e e m o r e wo r k
andreafalke.com
P r i n t e d a n d b o u n d i n t h e USA
all rights reserved
Copyright ©2014 Andrea Falke No portion of this book may be used or reproduced without prior written consent of Andrea Falke.
In life, it's not always the questions we ask, but rather our ability to hear the answers that truly enriches our understanding. Never stop learning. — Lester Holt
t h e m e at u p page 3
complexions ballet page 25
ignorance is bliss page 69
o u r wat e r page 87
mr. roboto page 141
urban buzz page 149
pinkerton page 33
lighting europe page 57
seduce & destroy page 97
inspiring change page 129
u n w r a p p e d, m fa t h e s i s page 171
thank you page 217
››
i t ' s c o m p l i cat e d MFA Portfolio
Design is challenging, but that is what makes it such an interesting and exciting field. Every client has a different need and you have the ability to use your creativity to visually solve a wide variety of problems. As designers, we have the opportunity to learn how to handle the complexity, rather than shy away from it, and to realize that the art of design is to make complicated things simple.
01//
Thomas McNulty
›› i n st r u cto r The Meat Up
›› C L I E NT Branding and packaging
›› D E L I V E R A B L E S
›› c o lo R s Veneer, Homestead, Brothers, Titillium, Mensch, Helvetica
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
i t ' s c o m p l i cat e d
02
03
04
designer
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 1
t h e m e at u p
the meat up // objective //
Develop a deli concept store whose focus is to bring a sense of
community awareness to the process of meat production in the United States. // solution //
The Meat Up opened in San Francisco with the intention of
getting people to connect and appreciate the animal they are eating. People too often eat without thinking about what goes into the creation of food and how it gets to them, the consumer. The Meat Up focuses on being completely transparent, from the farm the animal came from, to its slaughter and even how the meat is transported to the store. This store was developed with the intent to educate consumers of each step of production and how those steps impact the food, the farmer and the environment.
Pag e
2 –3
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
4 –5
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
6–7
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
8 –9
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
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08
09
10
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
1 0 –1 1
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
1 2 –1 3
t h e m e at u p
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
Not only does the deli sell a variety of sandwiches and side dishes, they also sell an array of cooking tools, marinades, spice rubs and many other items related to meat.
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
p r o j e ct 0 1
Pag e
1 4 –1 5
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
1 6 –1 7
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
1 8 –1 9
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
20 –2 1
t h e m e at u p
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
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a n d r e a fa l k e
12
p r o j e ct 0 1
Pag e
2 2 –23
t h e m e at u p
02//
Michael Sainato
›› i n st r u cto r Complexions Ballet
›› C L I E NT Poster, brochure
›› D E L I V E R A B L E S
›› c o lo R s Gotham, Handwriting
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
i t ' s c o m p l i cat e d
02
03
04
designer
05
06
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a n d r e a fa l k e
12
p r o j e ct 02
complexions ballet
complexions ballet // objective //
Design a poster and brochure for a dance company of
your choosing.
// solution //
I chose to develop a solution for the dance
company Complexions Ballet. They are a very forward thinking group that puts a modern spin on the traditional idea of a ballet. Often pairing dances with modern pop songs, this group uses bold song and color to bring a different take on dance.
Pag e
24 –25
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
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11
a n d r e a fa l k e
12
p r o j e ct 02
Pag e
26 –27
complexions ballet
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 02
complexions ballet
The brochure included information about the ballet, a ticket ordering form and a small version of the event poster.
Pag e
28 –2 9
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
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a n d r e a fa l k e
12
p r o j e ct 02
Pag e
3 0 –31
complexions ballet
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
Pinkerton // objective //
The goal of this project was to revive a dying brand and
breathe some life back into it. There were a few brands I considered for this project, including PBS and Iron City, but decided to push myself to develop a digital design aesthetic, something that I had not worked with previously.
// solution //
I chose to rebrand Pinkerton, the original
private eye. Founded in 1850, Pinkerton was a private U.S. security guard and detective agency that was known mostly for strikebreaking and stopping an assassination attempt on Abraham Lincoln. Over the years Pinkerton lost the focus of their brand so I decided to refocus the brand, taking it from a detective agency to a nationwide monitoring system that tracks all citizens in order to keep them safe. The new mission statement of the company became, "we monitor your every move so you can live life worry free." The rebranded Pinkerton has a great deal of similarities to that of the NSA, although this project was developed prior to those developments.
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
03// ›› i n s t r u cto r Gaston Yagmourian
›› C L I E NT Pinkerton
›› D E L I V E R A B L E S Branding and guidelines
›› c o lo R s
›› t y p e fac e s
Veneer, Homestead, Brothers, Titillium, Mensch, Helvetica
3 2 –3 3
Pag e
p i n k e rto n p r o j e ct 03
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 03
p i n k e rto n
The cover of this book was custom letterpressed with a blind emboss of the Pinkerton tagline, We’re Always Watching.
Pag e
3 4 –3 5
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
3 6 –37
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
3 8 –3 9
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
40–41
p i n k e rto n
42–43
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
44–45
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
46–47
p i n k e rto n
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
we’re here to listen
p r o j e ct
01
02
03
04
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p r o j e ct 03
Pag e
48–49
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
5 0 –51
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
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02
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a n d r e a fa l k e
12
p r o j e ct 03
Pag e
52 –5 3
p i n k e rto n
p o rt f o l i o
p r o j e ct
01
designer
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02
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a n d r e a fa l k e
12
p r o j e ct 03
COORD.
41:30:11N 73:59:32W
p i n k e rto n
42:22:23N 74:34:54W
COOR
CITY
NYC
CITY
NYC
CITY
NYC
CITY
NYC
CITY
NYC
CITY
TIME
20:13:12
TIME
20:53:45
TIME
21:33:43
TIME
21:55:22
TIME
22:34:56
TIME
DATE
02.02.14
DATE
02.02.14
DATE
02.02.14
DATE
02.02.14
DATE
02.02.14
DATE
CODE
GREEN
CODE
GREEN
CODE
GREEN
CODE
YELLOW
CODE
GREEN
CODE
COORD.
COORD.
41:40:11N 73:56:38W
40:50:22N 73:56:38W
COORD.
BMK836
PLATE#
HARLEY
MAKE MODEL
TRAVERSE
COORD.
42:01:08N 74:12:35W
PLATE#
PF001S
MAKE
NISSAN
MODEL
MAXIMA PLATE#
MP
MAKE 1
R
MAKE MODEL
MAKE MODEL
AB4217F TOYOTA PRIUS
PLATE#
4APS28 DODGE
CHER
(-)
PLATE#
PLATE#
MODEL
1 (+)
G
MAKE
2
CARAVAN
(+)
MODEL
4APS28 CHEVY TRAVERSE
PLATE#
G
MAKE MODEL
AX437F JEEP WRANGLER
3
7
(+)
(-) G
Y
2
G
Pag e
5 4 –5 5
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
lighting europe // objective //
Develop a new identity and online communication
platform for LightingEurope, Europe’s main platform for shaping the future of lighting.
// solution //
The logo is an abstract representation
of light rays as they interact with the surrounding environment. The geometric shapes represent the three pillars of LightingEurope’s mission; innovation, sustainability and leadership, as they reinvent the lighting industry to meet the needs of the 21st century. We continue to extend the identity to a wide range of materials, including their internal and external websites, print collateral, and event materials.
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
04// Rod DeWeese
›› A rt D i r e cto r Lighting Europe
›› C L I E NT Branding, website, various materials
›› D E L I V E R A B L E S
›› c o lo R s
Interstate, Rockwell
›› t y p e fac e s
5 6 –57
Pag e
lighting europe p r o j e ct 0 4
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 4
Pag e
5 8 –59
lighting europe
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 4
Pag e
6 0 –6 1
lighting europe
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 4
Pag e
6 2 –6 3
lighting europe
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
The companies previous web presence was extremely week and unorganized. The focus for the new site was to build a bold yet simple design that reflected the brand but was also easy for their employees to maintain and update.
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
p r o j e ct 0 4
Pag e
6 4 –6 5
lighting europe
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
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a n d r e a fa l k e
12
p r o j e ct 0 4
Pag e
6 6 –67
lighting europe
05//
Phil Hamlett
›› i n st r u cto r Visual Communications
›› C L as s Book
›› D E L I V E R A B L E S
›› c o lo R s Din, Chronicle
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
i t ' s c o m p l i cat e d
02
03
04
designer
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 5
ignorance is bliss
ignorance is bliss // objective //
We were tasked with spending 15 weeks researching and
developing a comprehensive book on one specific topic. There were no limitations on what topic we could select.
// solution //
For this project
I chose to focus on the impact the food industry has on the environment, political system, health and the economy. This was an extremely eye opening project and one that greatly influenced my thesis and my life. The goal of the book was to take what I had learned throughout the 15 weeks of research and share it with those who are unaware of how much impact their food choices have on the world.
Pag e
6 8 –6 9
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 5
Pag e
70–7 1
ignorance is bliss
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
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a n d r e a fa l k e
12
p r o j e ct 0 5
Pag e
72 –73
ignorance is bliss
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
loss of biodiversity • 57 p r o j e ct
01
02
03
04
05
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09
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12
p r o j e ct 0 5
ignorance is bliss
86.2% OF APPLE VARIETIES LOST FROM 1903-198316
We have lost so many varieties of fruit because agricultural corporations are only interested in crops with high yield and uniformity.
loss of biodiversity Pag e 74 –75• 57
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
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05
06
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09
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a n d r e a fa l k e
12
p r o j e ct 0 5
Pag e
76 –77
ignorance is bliss
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
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a n d r e a fa l k e
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p r o j e ct 0 5
Pag e
78 –79
ignorance is bliss
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
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a n d r e a fa l k e
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p r o j e ct 0 5
Pag e
8 0 –81
ignorance is bliss
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
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a n d r e a fa l k e
12
p r o j e ct 0 5
17”
GESTATION CRATES ARE ONLY
WIDE GIVING THE PIG NO ROOM TO MOVE
Pag e
82 –8 3
ignorance is bliss
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
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a n d r e a fa l k e
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p r o j e ct 0 5
Pag e
8 4 –8 5
ignorance is bliss
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
our water // objective //
Define a problem that exists within San Francisco and
use graphic design as a means to solve or bring awareness to that problem.
// solution //
San Francisco is an environmentally conscious
city, but bottles of water are still sold across the city. San Francisco has some of the cleanest water in the country, flowing down from the Sierra Mountains. Rather than selling bottled water that is shipped in from all over the world, the city should embrace the local water. Our Water focuses on getting Proposition D put on the ballot in San Francisco to get water refill stations put up across the city. This would decrease the need for bottled water and provide locals and tourists clean drinking water wherever they happen to be in the city.
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
06// ›› i n s t r u cto r Phil Hamlett
›› C L I E NT SF Public Utilities Commission
›› D E L I V E R A B L E S Branding, website, app, promotional materials
›› c o lo R s
›› t y p e fac e s
Trade Gothic, Bemio, Baskerville
8 6 –87
Pag e
o u r wat e r p r o j e ct 0 6
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p r o j e ct 0 6
Pag e
8 8 –8 9
o u r wat e r
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
56 million
$ x
=
805,000 residents*
per year
$1.35/ week**
*805,235 | 2010, Source: U.S. Census Bureau **$1.35 | the avg. cost of bottled water, Source: U.S. Census Bureau
p r o j e ct
01
02
03
04
05
06
07
08
09
10
11
12
p r o j e ct 0 6
San Francisco
could install
16,000 refill stations in just 1 year
with that
56 million
$
Pag e
9 0 –9 1
o u r wat e r
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
02
03
04
05
06
07
08
09
10
11
a n d r e a fa l k e
12
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
OURwater
In San Francisco we have a very unique water system that originates in the Sierra Mountains. It is possible to take the system that is already in place and connect it to refill stations around town. This would bring clean, free drinking water to neighborhoods throughout San Francisco. Follow the map below to see how our curent water structure could bring water to refill stations across San Francisco.
hetch hetchy Reservoir Located at the base of the Sierra Mountains in Yosemite, the Hetch Hetchy reservoir provides San Francisco residents with fresh water year round.
intake
water refill station The refill stations are designed simply, with the functionality being vital. They are easy to spot with their consistent blue color and will be placed in parks and other popular locations in the city.
p r o j e ct
01
02
03
04
05
06
07
08
09
san francisco pipelines By using the pipeline system already running through San Francisco, the installation of the water refill stations is possible.
10
11
12
p r o j e ct 0 6
O’Shaughnessy Dam The dam provides water and electricity to 2.4 million people in San Francisco, as well as San Mateo County, Alameda County, and the San Joaquin Valley. The power-generation facilities and transmission lines are concealed to protect the valley’s famous scenery.
tuolumne watershed
generator powerhouse
turbine
In addition to providing excellent wildlife habitat and recreational facilities, the Tuolumne River has been extensively developed to deliver water and electricity to San Francisco and other Bay Area cities. The river also provides water for farmers in the Central Valley.
the Pipeline system The high elevation of Hetch Hetchy Reservoir and the engineering infrastructure of the Regional Water System move water from its source, across the state, and to its customers using little more than gravity.
Pag e
9 4 –9 5
o u r wat e r
07//
Hunter Wimmer
›› i n st r u cto r Russ Meyer Productions
›› C L I E NT Identity, poster, cheap date kit, dvd set, book, soundtrack
›› D E L I V E R A B L E S
›› c o lo R s A Love of Thunder, Eloquent, Univers, ITC Bookman, Hefty, Handwriting
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
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designer
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a n d r e a fa l k e
12
p r o j e ct 07
s e d u c e & d e s t r oy
seduce & destroy // objective //
Russ Meyer is one of the most unique directors and one
who has inspired many directors today, including Tarantino and Rodriguez. While many have often criticized his films for their sexual nature, others have gone as far as to say he has a feminist stance, always portraying women as strong and powerful, stopping at nothing until they get what they want. The goal of this project was to create a comprehensive design system that would be used across an array of materials at this Russ Meyer film festival in Reno, NV.
// solution //
This festival was about
celebrating both Russ Meyer and his savage vixens. The idea behind the fims; the women, sexy and tough; the plots, women getting what they want; the outcome, violent. This festival, held at the drive-in in Reno, NV is a celebration of Russ Meyer, his films, and his vixens. The final design collection included a poster, festival schedule, tickets, advertisements, website, soundtrack, 100 page special edition book, special edition dvd set, homewrecker handbook, cheap date kit and they all fit snuggly into a vintage suitcase.
Pag e
9 6 –97
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
9 8 –9 9
s e d u c e & d e s t r oy
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 0 0 –1 0 1
p o rt f o l i o
p r o j e ct
01
designer
i t ' s c o m p l i cat e d
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 02 –1 03
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 0 4 –1 0 5
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 0 6 –1 07
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 0 8 –1 0 9
p r o j e ct
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 1 0 –1 1 1
p o rt f o l i o
p r o j e ct
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designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 1 2 –1 1 3
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 1 4 –1 1 5
designer
p r o j e ct
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12
p r o j e ct 07
s e d u c e & d e s t r oy
The dvd set came in a customized vintage jewelry box that was painted and recovered to reflect the personality of the film festival. Each dvd included a booklet with film details.
Pag e
1 1 8 –1 1 9
p o rt f o l i o
p r o j e ct
01
designer
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a n d r e a fa l k e
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 20 –1 2 1
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 2 2 –1 23
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
Playful advertisements promote the event but also capture the attention of the audience with entertaining quotes from Russ Meyer movies.
p r o j e ct
01
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 24 –1 25
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 07
Pag e
s e d u c e & d e s t r oy
1 26 –1 27
08//
Arvi Raquel-Santos
›› i n st r u cto r Typography
›› c o u r s e Book
›› D E L I V E R A B L E S
›› c o lo R s Museo, Chronicle
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
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p r o j e ct 0 8
inspiring change
design inspires change // objective //
Choose any topic and spend eight weeks creating one part of a
three part book series on the topic.
// solution //
The chosen direction was to
create a book focusing on the ways in which graphic design has been used as a way to create positive change. This book looked specifically at environmental related issues including food, waste, energy and transportation.
Pag e
1 28 –1 2 9
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 8
Pag e
inspiring change
1 3 0 –1 31
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 8
Pag e
inspiring change
1 3 2 –1 3 3
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 8
Pag e
inspiring change
1 3 4 –1 3 5
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 8
Pag e
inspiring change
1 3 6 –1 37
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
many items in the landfill could have been recycled it only takes a few extra seconds to recycle, don’t be lazy.
It is important to understand what happens to waste. If we make an effort to recycle and use reusable or used products the reduction in waste would be immense.
p r o j e ct
01
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p r o j e ct 0 8
27%
of all food produced isn’t eaten
30%
of consumers disposed of their TV in the trash.
10%
of landfills are plastic bottles
inspiring change
93%
of textile waste diverted to recycling is successfully reclaimed
Pag e
1 3 8 –1 3 9
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
mr. roboto // objective //
Choose a song and visually express its tone and emotion
through a poster.
// solution //
To express the futuristic, powerful tone
of the song, I used bold, angled typography mixed with the visual of a human face. This face represents the main character of the song, Kilroy, who has escaped prison by overpowering a Robot prison guard and hiding inside its emptied out metal shell. At the end of the song Kilroy reveals himself. The poster was created by projecting transparancies onto the wall and photographing the wall at various angles.
p r o j e ct
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09// Stan Zienka
›› i n s t r u cto r Expressive Type
›› C o u r s e Poster
›› D E L I V E R A B L E S
›› c o lo R s
Vitesse, Univers
›› t y p e fac e s
1 4 0 –1 4 1
Pag e
m r . r o b oto p r o j e ct 0 9
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 9
Pag e
m r . r o b oto
1 4 2 –1 4 3
p o rt f o l i o
p r o j e ct
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designer
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p r o j e ct 0 9
Pag e
m r . r o b oto
1 4 4 –1 4 5
p o rt f o l i o
p r o j e ct
01
designer
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p r o j e ct 0 9
Pag e
m r . r o b oto
1 4 6 –1 4 7
10//
Thomas McNulty
›› i n st r u cto r SPUR San Francisco
›› c l i e n t Identity system, book, house fabrication,
›› D E L I V E R A B L E S
›› c o lo R s Archer, Deming, Mrs. Eaves, Outage, Rex, Handwriting, Univers, Ribbon
›› t y p e fac e s p o rt f o l i o
p r o j e ct
01
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designer
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p r o j e ct 10
urban buzz
urban buzz //objective//
The population of honey bees worldwide is decreasing,
but another species, the native mason bees, are not being impacted in the same ways. These bees pollinate at a more efficient rate than honey bees making them a great addition to any area. They do not have a queen so they mind their own business and it is rare for them to bother or sting humans. Knowing how important these insects are to the environment and to our food system and acknowledging the lack of sustainable bee products, Urban Buzz saw a great opportunity to fill the gap.
//solution//
Urban Buzz bee houses were created
specifically for mason bees in San Francisco. In addition to the gentle climate, San Francisco has an abundance of plant and flower varieties that you wouldn't find in a monoculture. Urban Buzz joined with SPUR in San Francisco in order to create awareness of the importance of these bees by placing these houses in parks across the city. They are also for sale to those who are interested in learning more about bees or want the opportunity to help directly by installing one of these houses.
Pag e
1 4 8 –1 4 9
p o rt f o l i o
p r o j e ct
01
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p r o j e ct 10
urban buzz
b
N
U
R BA
u z z
Pag e
1 5 0 –1 51
p o rt f o l i o
p r o j e ct
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designer
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p r o j e ct 10
Pag e
urban buzz
1 52 –1 5 3
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p r o j e ct
01
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p r o j e ct 10
urban buzz
The beehouse is tightly packed with all components arriving inside the house. To unpack, just open the lid. Inside you will find the nesting tubes, hooks for hanging the house, and a book that includes information about Urban Buzz, mason bees and instructions for putting up the house.
Pag e
1 5 4 –1 5 5
p o rt f o l i o
p r o j e ct
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designer
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p r o j e ct 10
Pag e
urban buzz
1 5 6 –1 57
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
The hexagon tubes hold dried out reeds which are perfect for the mason bees to lay their eggs.
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p r o j e ct 10
Pag e
urban buzz
1 5 8 –1 59
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p r o j e ct 10
Pag e
urban buzz
1 6 0 –1 6 1
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p r o j e ct 10
Pag e
urban buzz
1 6 2 –1 6 3
164
S A N FR A N C I S C O
MASON BEES WILL BE ABLE TO
an d now y o u r p lants will n ev e r f e e l d e p r i v e d
p r o j e ct 10
Pag e
urban buzz
1 6 6 –1 67
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p r o j e ct 10
Pag e
urban buzz
1 6 8 –1 6 9
p o rt f o l i o
designer
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a n d r e a fa l k e
mfa thesis
p r o j e ct
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p r o j e ct 11
Pag e
unwrapped
1 70 –1 7 1
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
unwrapped, a thesis project //objective//
A design thesis is like no other design project I've
taken on. It requires extensive research, surveys, interviews, and data collecting all before design is even considered. After the research, define a problem that exists in the topic of choice and develop a design solution that will reach your audience on multiple levels, across multiple design platforms.
//solution//
What was currently
lacking in this area was a message about ingredients brought to the consumer where they make purchasing decisions. While I did discover many companies and non profits looking to make change within the food industry, I found that they were not bringing the solutions to people that needed them. Education tools like apps have been created to inform the consumer of what they should and should not eat but the average person is not aware that these tools are even available. This is where I saw the gap that my thesis would fill. Unwrapped would create an in your face campaign that hit multiple aspects of the customer journey.
p r o j e ct
01
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11// ›› adv i s o r s Christopher Riggs, Brian Dougherty, Gaston Yagmourian
›› t h e s i s Unwrapped
›› D E L I V E R A B L E S App, website, identity, packaging, print, book
›› c o lo R s
Helvetica, Handwriting
›› t y p e fac e s
1 72 –1 73
Pag e
unwrapped p r o j e ct 11
p r o j e ct 11
unwrapped
Americans eat
31%
more processed food than fresh food
as a society, We have moved from a focus on real ingredients to a focus on health claims and diet fads.
Americans have become obsessed with the newest fad diets, health claims and ingredients. Pay extra attention next time you head to the grocery store and you may notice that food packages are always labeled with the latest buzz words. When the new food guide pyramid touted the importance of whole grains for example, suddenly words and logos for "whole grains" plastered the fronts of cereal boxes, crackers, breads and even cookies! Now with the media’s attention on the harmful effects of trans fats, many food manufacturers are trying to draw your attention to the fact that their product is free of trans fats. No matter what the fad is—low-carb, fat-free, organic, or hearthealthy—manufacturers will try to lure you into buying their product. But, while food manufacturers can’t lie to you about the nutrition and ingredients of their products, they can easily mislead you into thinking something is healthier than it really is.
Pag e
1 74 –1 75
p o rt f o l i o
p r o j e ct
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designer
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p r o j e ct 11
Pag e
unwrapped
1 76 –1 77
p o rt f o l i o
designer
i t ' s c o m p l i cat e d
a n d r e a fa l k e
the opportunity gap
After extensive research, there were two things that really stuck out in my mind. The first was a question from a survey I conducted with over 50 responses, "when grocery shopping what is the most important piece of information you seek out?" I purposely left this open ended and what I found was, not one person said the ingredients. Most answers included things like, low fat, high fiber, and whole grains, but not one said ingredients. The second important finding occured while looking at who else is working in this space. What I found was obvious, a lot of people are trying to get people to eat better. So, I started looking at how those companies and non profits were attempting to solve this problem. What I found was that many of them required the audience to seek them out. Apps like Good Guide exist to help rate food, but unless you are already paying attention greatly to what you consume it is unlikely that this is something you would go out of your way to download. There were many other instances like this. What I discovered here was the turning point of my process. The piece that was missing in these other projects was an in your face attempt to shock people into paying attention by going after them in the space where they go to purchase these dangerous products, the grocery store.
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p r o j e ct 11
Pag e
unwrapped
1 78 –1 79
p o rt f o l i o
p r o j e ct
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p r o j e ct 11
Pag e
unwrapped
1 8 0 –1 81
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p r o j e ct
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p r o j e ct 11
Pag e
unwrapped
1 82 –1 8 3
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p r o j e ct 11
unwrapped
a thesis is born
Unwrapped aims to educate and empower comsumers to be aware of the ingredients in the food they purchase and to voice their opinion on the matter. Unwrapped provides tools along the way to educate consumers about the most dangerous ingredients in food. When they choose to learn more, those materials are also availabe through an app and online resource. If they chose to go even further and make some noise, there are online resources that will connect them to other members of their community who are also looking to make a change. This online resource allows people to start petitions, created events and organize protests with the help of Unwrapped resources.
Pag e
1 8 4 –1 8 5
p r o j e ct 11
Pag e
unwrapped
1 8 6 –1 87
p o rt f o l i o
p r o j e ct
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p r o j e ct 11
Pag e
unwrapped
1 8 8 –1 8 9
p o rt f o l i o
p r o j e ct
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p r o j e ct 11
unwrapped
Posters and billboards placed in various locations throughout the targeted campaign location. These are meant to inspire the audience to consider what is in the food they are consuming.
Pag e
1 9 0 –1 9 1
p o rt f o l i o
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p r o j e ct 11
Pag e
unwrapped
1 92 –1 93
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p r o j e ct 11
unwrapped
Newspaper handouts are placed at the grocery store among the store circulars. The goal is to draw attention to the dangers of one particular ingredient.
Pag e
1 9 4 –1 9 5
p o rt f o l i o
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p r o j e ct 11
Pag e
unwrapped
196 4 –1 97
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p r o j e ct 11
Pag e
unwrapped
1 9 8 –1 9 9
p o rt f o l i o
p r o j e ct
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The app allows consumers to scan or search products to find out the most dangerous ingredients in that particular product. There are also recent news articles relating to ingredients as well as petitions for consumers to sign and/or create.
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The website allows people to organize protests and to petition grocery stores and food corporations. It provides all the information and materials to get the Unwrapped message into the public eye.
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appedproject.com
unwrappedproject.com
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unwrappedproject.com
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These materials are given out to anyone who holds a protest or petition signing on the target ingredient of the month/year. This allows us to focus one by one on cleaning up our grocery stores.
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t h a n k yo u
fa m i ly & f r i e n d s
Thanks for putting up with me throughout the crazy times of grad school and pushing me to finish school after taking time off. Your support has carried me through this program.
i n st r u cto r s
Thanks to Mary Scott, Phil Hamlett, Hunter Wimmer, Stan Zienka, Arvi Raquel-Santos, Gaston Yagmourian, Michael Sainato and Thomas McNulty. You all pushed me to create things I had no idea I could do.
t h at g u y
Thanks to Ryan Miller for keeping me somewhat sane over the past five years. Also, thanks for cooking me dinner every night and cleaning up my mess during this final stretch of school. Looking forward to enjoying life without school.
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››
i t ' s c o m p l i cat e d MFA Portfolio
p h oto g r a p h y
Andrea Falke, Nicole Ryan & Flickr Creative Commons
printing
Graphic Imagery, South San Francisco
binding
The Key Printing and Binding, Oakland
pa p e r
100lb Mohawk text
T y p e fac e s
Replica & Serifa