1 / 100
2 / 100
builder the work of Anand Hurkadli
Project Name Class Name | Instructor Tools
3 / 100
the work of Anand Hurkadli
introduction
table of contents
01
building impact
building connections
building trust
Traditional Medicinals
Green
LuLuLemon
28
36
22
building understanding
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
44
52
58
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.
2 / 100
builder the work of Anand Hurkadli
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.
3 / 100
4 / 100
builder the work of Anand Hurkadli
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.
5 / 100
6 / 100
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 worn in India and old 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.
Builder the selected works of Anand Hurkadli
7 / 100
8 / 100
Under Our Skin | Integrated Communications | Marc English
Builder the selected works of Anand Hurkadli
9 / 100
10 / 100
Under Our Skin | Integrated Communications | Marc English
Builder the selected works of Anand Hurkadli
11 / 100
12 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
13 / 100
14 / 100
Under Our Skin | Integrated Communications | Marc English
16 / 100
builder the work of Anand Hurkadli
Le Corbusier Paint Package Design 2 | Thomas McNulty Illustrator | InDesign
building paying tribute to a master designer
Le Corbusier Paint Package Design For this project we had to choose an architect we admire and create a brand of house paint based on their work. I chose Le Corbusier, who was a French-Swiss architect and painter widely considered to be one of the pioneers of modern architecture. His designs were known for combining the functionality of the modern movement with bold expressionism. He also studied visual art and was initially drawn to Cubism. Feeling that Cubism had grown too romantic, he co-wrote ”Apres le Cubism” with an artist named Amedee Ozenfant. This manifesto was his ode to the new artistic movement: Purism. For the packaging, I created drawings inspired by his many drawings as well as some abstract shapes inspired by his paintings. His paintings are full of bright, bold shapes so it was a fun challenge to integrate his forms into the paint labels while still maintaining a clear visual hierarchy.
Builder the selected works of Anand Hurkadli
17 / 100
18 / 100
Le Corbusier Paint | Package Design 2 | Thomas McNulty
Builder the selected works of Anand Hurkadli
19 / 100
20 / 100
Le Corbusier Paint | Package Design 2 | Thomas McNulty
Builder the selected works of Anand Hurkadli
21 / 100
22 / 100
builder the work of Anand Hurkadli
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 create new packaging for an existing brand of tea. I chose Traditional Medicinals, because 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).
Builder the selected works of Anand Hurkadli
23 / 100
24 / 100
Traditional Medicinals Rebrand | Package Design 2 | Thomas McNulty
Builder the selected works of Anand Hurkadli
25 / 100
26 / 100
Traditional Medicinals Rebrand | Package Design 2 | Thomas McNulty
Builder the selected works of Anand Hurkadli
27 / 100
28 / 100
builder the work of Anand Hurkadli
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 then 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 then cut the sheets to create letterforms similar to those you would find in the typeface Clarendon.
Builder the selected works of Anand Hurkadli
29 / 100
30 / 100
Green | Type Experiments | Lian Ng
Builder the selected works of Anand Hurkadli
31 / 100
32 / 100
Green | Type Experiments | Lian Ng
Builder the selected works of Anand Hurkadli
33 / 100
34 / 100
Green | Type Experiments | Lian Ng
Builder the selected works of Anand Hurkadli
35 / 100
36 / 100
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 original 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 focus on community is what separates it from other brands 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. 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.
Builder the selected works of Anand Hurkadli
37 / 100
38 / 100
Project Name | Class Name | Instructor
39 / 100
Builder the selected works of Anand Hurkadli
lululemon 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.
40 / 100
LuLuLemon Rebrand | The Nature of Identity | Gordon Mortensen
Builder the selected works of Anand Hurkadli
41 / 100
42 / 100
LuLuLemon Rebrand | The Nature of Identity | Gordon MortensenGordon Mortensen
Builder the selected works of Anand Hurkadli
43 / 100
44 / 100
builder the work of Anand Hurkadli
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.
Builder the selected works of Anand Hurkadli
45 / 100
46 / 100
Helping Up | Visual Thinking | Marc English
47 / 100
Builder the selected works of Anand Hurkadli
The idea is to bring people together to fight poverty, so 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 designed to be 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.
48 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
49 / 100
50 / 100
Helping Up | Visual Thinking | Marc English
Builder the selected works of Anand Hurkadli
51 / 100
52 / 100
builder the work of Anand Hurkadli
Two Gander Farms Honey Visual Thinking | Anitra Nottingham Illustrator | InDesign
building making a brand visible
Two Gander Farms Honey Brand Design This project started with me having to recreate a sign from a farmer’s market made with a sharpie marker and a notecard. The objective was to take an example of poorly executed 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 and tracked 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 that I was considering for the initial sign I created so that it would stand apart from other similar products at the farmer’s market.
Builder the selected works of Anand Hurkadli
54 / 100
Two Gander Farms Honey | Visual Thinking | Anitra Nottingham
Builder the selected works of Anand Hurkadli
55 / 100
56 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
57 / 100
58 / 100
builder the work of Anand Hurkadli
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 then created a book that explained the history and the 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 similar qualities. I found photography that looked at these foods closely and intimately without any modifications. 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.
Builder the selected works of Anand Hurkadli
59 / 100
60 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
61 / 100
62 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
63 / 100
64 / 100
Project Name | Class Name | Instructor
Builder the selected works of Anand Hurkadli
65 / 100
66 / 100
Food with Benefits | Type Systems | Lian Ng
Builder the selected works of Anand Hurkadli
67 / 100
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