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Project Name Class Name | Instructor Tools
Academy of Art University Designed by Anand Hurkadli Photographs: Anand Hurkadli Typefaces used: Clarendon LT Std and Trade Gothic LT Std All rights reserved. No part of this book may be used or reproduced in any manner without the written permission of the publisher. Printed in the United States of America. FIRST EDITION
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the work of Anand Hurkadli
introduction
table of contents
01
building impact
building connections
building trust
Traditional Medicinals
Green
LuLuLemon
28
34
22
MFA thesis
building community
building recognition
Growing with Games
Under Our Skin
Le Corbusier
02
04
16
building solutions
building perception
building context
Helping Up
Two Gander Farms Honey
Food With Benefits
40
46
50
I’ve loved building things for as long as I can remember. I’ve always loved the process and the understanding I get from taking all of the elements of a design project, combining them with my own experiences, skills and knowledge, and challenging myself to create something new.
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Growing with Games Thesis | Jeremy Stout, Sandra Isla Photoshop | Illustrator | InDesign | 3DS Max
building helping parents learn about video games
Growing with Games Brand Design The goal of my thesis project was to educate parents about the positive effects playing video games can have on their kids, connect parents to resources that will help them understand game content and inspire them to buy more games for their kids. To learn more, visit www.growingwithgames.org.
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Under Our Skin Integrated Communications | Marc English Photoshop | Illustrator | InDesign
building celebrating the films of Mira Nair
Under Our Skin Brand Design While Mira Nair has received her share of awards and recognition, there has never been a film festival dedicated to her work. The festival would explore the Indian cultural identity through her films and celebrate her dedication to their stories. She once said in an interview: I think films have to reach people and really grab them. That’s what I hope to do when I make a film - to get under your skin and really make you think about something, and have a transporting time that takes you somewhere. I chose the name Under Our Skin, because it reflects her message of unity. It calls attention to the fact that we may have different colored skin but we are all motivated by the same hopes and dreams, under our skin.
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Under Our Skin | Integrated Communications | Marc English
The typography is similar to that which can be found on the colorful hand painted signs and art found in the market stalls and trucks that populate the streets of India. It also utilized worn wood and stone textures covered with bright and vivid colored paint. However, I tried to give these more traditional Indian visual elements will have a more modern spin, to reflect the fact that most of her films address the globalization of culture. The color palette for this film festival was inspired by the brightly colored silks commonly wore in India and vintage Bollywood film posters. I found that the old cracked walls of Mumbai covered with brightly colored paint to be a good visual representation of the optimism she is trying to convey.
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Under Our Skin | Integrated Communications | Marc English
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Under Our Skin | Integrated Communications | Marc English
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Project Name | Class Name | Instructor
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Under Our Skin | Integrated Communications | Marc English
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Le Corbusier Paint Package Design 2 | Thomas McNulty Illustrator | InDesign
building paying tribute to a master designer
Le Corbusier Paint Package Design Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vestibulum justo lacus, vel cursus eros posuere sed. Aenean sed dignissim elit. Sed eleifend ex nulla. Sed blandit augue sed vehicula auctor. Nulla nunc nunc, tempor quis porttitor eget, dictum ac mauris. Nullam cursus, lectus vel placerat varius, ipsum libero varius elit, quis efficitur augue massa id mi. Curabitur rutrum accumsan eros id aliquet. Duis urna mi, interdum non euismod id, sagittis id urna. Vestibulum iaculis dictum ligula ut malesuada. Vestibulum scelerisque aliquam diam eu volutpat.
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Le Corbusier Paint | Package Design 2 | Thomas McNulty
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Le Corbusier Paint | Package Design 2 | Thomas McNulty
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Traditional Medicinals Rebrand Package Design 2 | Thomas McNulty Adobe Illustrator | Adobe InDesign
building creating a stronger impression
Traditional Medicinals Rebrand Package Design The objective of this project was to refresh an existing brand of tea, and I chose Traditional Medicinals. I have been enjoying their tea for years and have always thought their packaging was a missed opportunity. You wouldn’t know it from the current packaging,, but what sets them apart from other tea brands is that it prioritizes its nutritional benefits ahead of everything else. For research, I looked to images of vintage elixirs, medicine bottles and botanical illustrations for inspiration. I created a logo similar to the examples I found using a hand drawn Didone-styled type and Futura Condensed typeface. The boxes each have one bold color for each category of tea the brand offers (herbal teas, detox teas, women’s teas, etc).
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Traditional Medicinals Rebrand | Package Design 2 | Thomas McNulty
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Traditional Medicinals Rebrand | Package Design 2 | Thomas McNulty
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Green Type Experiments | Lian Ng Adobe Lightroom | Adobe Photoshop
building creating a stronger impression
Green Experimental Typography The third and final project for Experimental Typography we had to choose a color, and then research and find subjects related to that color. I immediately thought of the urban legend that eating green M&Ms makes you sexually aroused. I filled a large area with green M&Ms and removed them one by one as if they had been eaten, revealing the type. One of my other ideas involved oxidizing thin copper to create a green patina. Usually this occurs naturally, but I accelerated the process by treating thin copper sheets with sandpaper, vinegar and sea salt. When I achieved the desired result, I cut the sheets to create letterforms similar to those found in the typeface Clarendon.
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Green | Type Experiments | Lian Ng
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Green | Type Experiments | Lian Ng
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Green | Type Experiments | Lian Ng
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builder the work of Anand Hurkadli
LuLuLemon Rebrand The Nature of Identity | Gordon Mortensen Photoshop | Illustrator | InDesign
building helping a struggling brand
LuLuLemon Rebrand Brand Design LuLuLemon was founded in 1998. The idea was for the store to act as a community hub where people could learn and discuss the physical aspects of healthy living from yoga and diet to running and cycling as well as the mental aspects of living a healthy lifestyle. Leading a healthy lifestyle is difficult and most people can’t do it without a strong support system. The community aspect of this brand is what separates it from other companies such as Gap and Forever 21, and yet we see very little of this on their promotional materials. Being alongside others who are facing the same challenges gives people hope.
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LuLuLemon Rebrand | The Nature of Identity | Gordon Mortensen
If their brand is centered around this community of people trying to exercise and live a healthy lifestyle then the brand needs to celebrate their diversity and speak to the motivations that they all have in common. Broadening their appeal to a larger audience will give them a much needed boost to their profits. Companies like Old Navy and Athleta found a great deal of success doing just that. I tried to explore the type as a visual element and experiment with the negative spaces between the letters. I also explored symbols common with wellness and yoga such as the lotus flower, the hamsa symbol and the mandala. When it came to color, I explored colors that one might find in serene and peaceful settings like a sunrise or a misty morning on a lake.
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LuLuLemon Rebrand | The Nature of Identity | Gordon MortensenGordon Mortensen
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Helping Up Visual Thinking | Marc English Photoshop | Illustrator | InDesign
building fighting poverty in the local community
Helping Up Brand Design For this project, I had to identify problems that we felt could be solved by the design process. I explored many different topics I could investigate for this project, but came to the conculsion that I wanted to help inform individuals and groups about everything that is happening in the local community to fight poverty. It would help coordinate efforts between fundraising and local collection efforts to get what is needed to where it is needed most. It will link them to fundraising efforts and charities if they want to donate, and links to community service opportunities if they would like to volunteer. This guide would also help utilize these groups strengths. For example, it would guide teachers to how they can become tutors at local shelters and more business saavy individuals to how they can help the homeless to fill out forms and applications. To accomplish these things, I developed a brand called Helping Up.
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Helping Up | Visual Thinking | Marc English
Since the idea here is to bring people together to fight poverty, I wanted this brand to communicate a sense of solidarity and teamwork. I also want it to communicate what it does, so it needs to communicate a sense of hope and the desire to help rebuild people’s lives.The tone of the brand was upbeat and positive. It explored themes of compassion and equality. It’s goal was to motivate individuals and groups in the community to work together and invest whatever resources they can to help fight poverty here in the Twin Cities.
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Helping Up | Visual Thinking | Marc English
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Two Gander Farms Honey Visual Thinking | Anitra Nottingham Illustrator | InDesign
building making a brand visible
Two Gander Farms Honey Brand Design This project began with me recreating a sign from a farmer’s market made with a sharpie marker and a notecard. The objective was to take an example of poorly envisioned communication and improve upon the base elements to create something that demonstrates good use of hierarchy and composition. From there I developed into a visual system including a jar of honey, a website and a business card. I researched the company further, tracking down the actual farm where the honey was produced. I kept digging until I felt I had a good understanding of who the company was and what they wanted to be. I achieve this, I explored ways I could combine bold typefaces like Chaparral Pro and Minion Pro with some of the hand drawn type concepts I was considering for the initial sign I created so that it would stand apart from other similar products at the farmer’s market.
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Two Gander Farms Honey | Visual Thinking | Anitra Nottingham
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Food With Benefits Type Systems | Lian Ng Photoshop | InDesign
building a book that’s good and good for you
Food With Benefits Book Design For this project, we had to design a book around a theme. At this time I was reading a lot about everyday foods that have been used for thousands of years because of their health benefits so I decided to explore the topic further. I created a book that explained the history and health benefits of these superfoods, and offered suggestions of how you can incorporate them into your daily diet. A “superfood” is a food that is unprocessed or is minimally processed, so I wanted photography that also shared those qualities. I looked for photography that looked at these foods closely and intimately without any dressing or touching up. The typography was inspired by old medical journals, so I chose to use the typeface Adobe Jenson Pro since the letterforms closely resembled those in the typefaces that they used. I paired it with ITC Legacy Sans since they share many of the same qualities.
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Food with Benefits | Type Systems | Lian Ng
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Food with Benefits | Type Systems | Lian Ng
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Academy of Art University Designed by Anand Hurkadli Photographs: Anand Hurkadli Typefaces used: Clarendon LT Std and Trade Gothic LT Std All rights reserved. No part of this book may be used or reproduced in any manner without the written permission of the publisher. Printed in the United States of America. FIRST EDITION