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MISADVENTURES TRIALS AND TRIUMPHS IN THE ERA OF DESIGN SCHOOL
A GRAPHIC DESIGN PORTFOLIO SELECTED WORKS BY
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FINAL THOUGHTS
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This book contains the results of much creative thinking, a bit of cofffee, and a few happy accidents along a journey that took many steps forward in [pretty much] the right direction. These are my misadventures.
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» M FA P O R T F O L I O
Written and designed by Alyson Payne MASTERS OF FINE ARTS, GR APHIC DESIGN
The Academy of Art University 79 New Montgomery Street, 5th Floor San Francisco, CA, 94105 CO NTAC T M E
m.alyson.payne@gmail.com SEE MORE WORK
alysonpayne.com
PRINTED AND BOUND IN THE USA
ALL RIGHTS RESERVED
Copyright ©2014 Alyson Payne No portion of this book may be used or reproduced without prior written consent of Alyson Payne.
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“ Adventure should be 80 percent ‘I think this is manageable,’ but it’s good to have that last 20 percent where you’re right outside your comfort zone.” — Bear Grylls
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G R E E T I N G S , F E L L O W T R AV E L E R S Four years ago I embarked on the wildest adventure of my short life when I made up my mind to become a graphic designer. Looking back, it’s apparent that my understanding of what a graphic designer actually did was, well, sparse. I couldn’t have anticipated the sleepless nights, paper cuts,
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and printing snafus that awaited me when I bounded ahead into the unknown. In the same token, my willingness to embrace uncertainty has become one of my greatest assets as a designer. My wild sense of adventure and (a just a dash of reckless abandon) is what has opened me up to inspiration
and driven me to learn, grow, and see things differently. Today, I see each new design as the start of a great adventure where the journey is just as exciting as the destination. This portfolio represents a mile marker along the way.
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WUNDERBAR Exploring the Lovin’ that Comes from the Oven
KEEN INSIGHTS
It is widely believed that the main ingredient in bread is flour. False. I’ve seen enough to conclude that it’s actually made of hugs which is why it makes us all so jolly.
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CONCLUSIONS
I was challenged with choosing a local deli and develop a fresh identity and packaging system for their business. I was immediately inspired by a family-run German eatery and bakery with a quirky personality that I knew would translate into a vibrant and dynamic graphic language.
When I visited the business, I spoke with the staff and quickly learned that Germans (well, these Germans) never missed bread at a meal. A carousel horse suspended from the ceiling caught my eye and upon asking about it I also learned that the family practiced a bit of antique restoration.
After learning that the business owners had a soft spot for nostalgia and food that warms the heart, I decided to draw inspiration from vintage German decor. The carousel horse was a perfect accompaniment to this system and made its debut on their very own beer bottle.
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URBANISM Mimicking Artifacts From the Urban Habitat
KEEN INSIGHTS
In my brief experience as an urbanite, I’ve surmised that the non-negotiables of morning ritual include a cup of (artisinal) coffee, a morning bun, and off course, a bit of news.
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A new Thompson Hotel property opening in the Gold Coast was announced in true urbanite fashion by was creating a direct mailer inspired by the daily newspaper. This would come complete with its own polwrap to graphically express what the brand is all about.
After working extensively with the Thompson Hotel brand, I learned that the hotel was centered around cities and people who thrive in them. The lifestyle of the city dweller and the pride they have for their home would need to be translated into the final piece.
We decided to use the polywrap to highlight some of the most well-known Chicago neighborhoods. This would be done by using typography to mimic the shape of city blocks and the varying areas that city neighborhoods occupy. The vibrancy of city life was also reflected in the color of the wrap.
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AUTHORITY Observing the Habits of the Common Underdog
KEEN INSIGHTS
Power comes in all forms but San Francisco is a heck of a tricky place to spot who’s got the ace card. Here, a million dollars looks a lot like an ironic t-shirt and unkempt beard. True story.
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For this identity project I was tasked with choosing a dead, dying, or defunct brand to refresh and imagine a new avenue for its business. I chose to tackle the legendary Smith and Wesson company who manufactures firearms for civilians and law enforcement.
My research into the brand revealed that the founders were innovators in their field and at the heart of their brand was a desire to enable their customer to take the upper hand in whatever confrontation they found themselves in. This key finding took center stage in the rebrand.
Smith and Wesson would make life’s underdogs their primary target audience and their offerings would expand to include other methods for taking the upper hand. They would achieve this by creating favorable circumstances in all interactions a person has with the world.
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SERVITUDE Giving a Pint-Sized Piece of Yourself
KEEN INSIGHTS
Just to be clear, this was not my first attempt to give blood. I did try a couple of times before and may or may not have fainted in the process. Third times a charm though. Hooray for saving lives! 62
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For this project I was challenged to create a poster series to advertise a nonprofit of my choice. I was inspired to look into volunteer blood donation at the Red Cross. I had been curious about giving blood in the past and wanted to take a closer look at the process.
I went to a Red Cross center to give blood and planned to take some notes and ask questions while I was their. I learned that not many people come back to donate a second time. I also read several stories about those who had received blood which was a great inspiration for me to return.
The stories I had read helped me feel a human connection to the intimidating and sterile experience of donating blood. I decided that these stories deserved to be front and center in the Red Cross’s communication with its potential donors to shift the focus to the service being done.
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NESTING Creating a Home for Our Feathered Friends
KEEN INSIGHTS
Even if you have little to no knowledge of wood working I encourage you to give it a shot. Get your hands dirty and if it doesn’t turn out Mom will totally love your “hand-made” Christmas gift.
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For this packaging assignment, I was asked to think about the different forms that an object can take on. This object would come to life in the form of a birdhouse. I was asked to choose a brand and imagine what their offering of a birdhouse would look like. I chose Marimekko.
After investigating the Marimekko brand I learned all about its rich history and its mission to brighten peoples’ lives through their vibrant patterns and fabrics. This lead me to be interested in utilizing their pattern motif not only on the surface but also in the form of the birdhouses.
The final product took the form of a set of three birdhouses which reflected the diversity of the other Marimekko offerings. The identity was inspired by Finnish folk art and the name was chosen from a Finnish word meaning “house”. The packaging is made simply from sustainable products.
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by
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RUINATION Following a Path to the Edge and a Few Steps Beyond
KEEN INSIGHTS
Walking a mile in another’s shoes is a worthwhile experience. While walking a mile through a questionable neighborhood, I recommend bringing along a chaperone and an open mind.
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I was challenged to imagine a film festival featuring the work of a director of my choosing. Any advertising, print materials, and giveaways were included. Filmmaker Darren Aronofsky inspired me to create a festival portraying the dark and obsessive qualities of his films.
Upon closer investigation of the films, I began creating a visual language that reflected the perspective of someone who was going through a dark time in their lives. The themes of substance abuse and obsessive thoughts were the driving force behind imaging what we see in darkest of places.
To reflect the obsessive nature of the characters’ behavior, I created patterns inspired by sacred geometry. These were used in conjunction with photography I took in the more decrepit parts of town. They were treated to bring out acidic yellows and blues and create an overall ominous feeling.
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BADASSERY Learning that Life is Part Falling Down, Part Getting Up.
KEEN INSIGHTS
Roller derby women are probably some of the coolest ladies I’ve ever met. They can out skate me, drink me under the table, and take a hit like Mike Tyson. They truly earn the title of “rad”.
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CHALLENGE
GRAND PLAN
FINDINGS
For this project we were asked to choose a subculture that we wanted to learn about and create a book that gives an insight into those who identify with that group. We were challenged to observe and interview people in order to better learn about the subject we were designing.
A very close friend of mine has been a member of a roller derby league for several years and I had come to understand that the teams composed a very interesting subculture. They create their own names, have their own rules on and off the track, and have their own lingo when speaking with each other.
The women of roller derby were at once rough and feminine which inspired me to incorporate hot pink tape as a graphic element. I mixed black and white with colored photography to portray the dichotomy of the grittiness of the sport and the spectacle of watching a bout (match).
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REFORMATION Starting Conversations to Change How We See Ourselves
KEEN INSIGHTS
Almost every woman in the space-time continuum has had a negative thought about her body. It’s a tall order to reverse the trend but conversations lead to ideas and ideas can move mountains. 124
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CONCLUSIONS
My thesis project brought a new level of creative freedom as the deliverables and subject matter were completely up to me. I decided to pull from something I was both passionate about and had personal experience with so I chose to tackle body image in teenage girls.
I spoke with an organization called Girls Inc. to learn about what was being done to address these issues. I found that they have a successful and engaging program but their reach isn’t what they hope it could be. They also don’t have the resources to take advantage of existing networks that teenagers use.
My goal was to use design to help the Girls Inc. organization reach a teenage audience more effectively. I achieved this by creating workshops that tie into social media, graphics that feel appropriate for the age group, and methods for fostering ongoing engagement outside of the organization.
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TO MY T E ACH ERS
TO MOM & DAD
TO MY B E T T ER H A L F
Thank you to my instructors and advisors for your tough love and for always pushing me to excel. Special thanks to Gaston Yagmourian for helping me become not only a stronger designer and but also an individual who better understands her capacity for greatness.
I know it wasn’t easy to let me go so thank you for pushing me to go out and chase my dreams anyway. Thanks for the care packages, notes, and being so impossibly selfless in your love and support, and for being a soft place to land when I felt like I was going to crash and burn.
Thanks for loving me when I was my most grumpy, unlovable self, for working your butt off to make sure I had somewhere to live, food to eat, and paper to print on, and somehow, after seeing me through three sleepless years of graduate school, still thinking I was marriage material. You’re a keeper.
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» M FA P O R T F O L I O
PHOTOGRAPHY
Alyson Payne and Ginny Wang
PRINTING
Printlife Communications, West Berkeley
BINDING
The Key Printing and Binding, Oakland
PA PE R
Mohawk, 100 lb. text
T Y PE FAC ES
Futura Std, Chaparral Pro