Dualism by Cinthia James

DUALISM

DUALISM D E S I G N B E T W E E N Z W E I W E LT E N

PORTFOLIO OF

BOOK DESIGN

SCHOOL

Cinthia James

2014 Cinthia James

Academy of Ar t University San Francisco

COURSE

INSTRUCTOR

SEMESTER

Senior Por tfolio

Lian Ng

Fall 2014

PRINTED BY

B O U N D AT

Druckerei Dietrich AG

Buchbinderei Beat Gschwind

DEDICATION

German

Ich widme dieses Buch meinen Freunden und meiner Familie, insbesondere meiner Oma und meinem Opa. English

I dedicate this book to my friends and family, especially to my grandma and grandpa.

DUALISM D E S I G N B E T W E E N Z W E I W E LT E N

Dualism is an overarching term to explain my life and my design aesthetic. Growing up bi-culturally has inf luenced my view on what is pleasing to the eye and what can and should be communicated in an ar tistic manner. There is definitely a bit of craziness about living between two worlds. I have learned to adapt to ever changing environments which has helped me with my approach to design. In some ways itâ&#x20AC;&#x2122;s like creating a bridge between the visual communicator and the audience. Research and note taking are my fundamentals and I draw inspiration from Bauhaus to American Kitsch and so on; truly studying the project (problem) from all different angles and finding a solution that might exhibit my German heritage, American heritage or a combination of both.

DEVELOPMENT

CONTENTS

PROJECT TITLE

Metamorphosis

Velvet

André Ker tész

Papyrus

p. 12

p. 28

p. 38

p. 50

PROJECT TITLE

Movi

Acting Out

Iraq 2.0

Day of the Dead

p. 58

p. 72

p. 90

p. 104

PROJECT TITLE

Purple

Trader Joe’s

The Peacock Room

The Stocked Pantry

p. 118

p. 128

p. 140

p.150

If you want to truly understand something try to change it. â&#x20AC;&#x201D;KURT LEWIN

PROJECT TITLE

CLASS

INSTRUCTOR

Metamorphosis

Graphic Design 1

Matthew Wakeman

T Y P E FA C E

SEMESTER

C AT E G O R Y

Engel Light Melior

Fall 2008

PROJECT TITLE

Metamorphosis

OBJECTIVE

Complete 10 different design exercises ranging from photography to creating a pattern. These design exercises are to be combined into a book with a single overarching concept based on a natural phenomenon utilizing three colors: black, white and red. DESIGN SOLUTION

My research into the concept of Metamorphosis inspired me to take both a literal and abstract approach to the design of the book. The two main questions I asked myself: What goes through a metamorphosis? What changes do we see in nature? The design narrative is that change is the only constant which I highlighted between design exercises and the book spreads.

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PORTFOLIO OF CINTHIA JAMES

Metamor phosis

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07 08 09 10 11 12

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Metamor phosis

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If you don't create change, change will create you. â&#x20AC;&#x201D;AUTHOR UNKNOWN

01 02

07 08 09 10 11 12

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Metamor phosis

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07 08 09 10 11 12

Dualism

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Metamor phosis

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01 02

07 08 09 10 11 12

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Metamor phosis

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07 08 09 10 11 12

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Metamor phosis

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01 02

07 08 09 10 11 12

Absurdity & anti-absurdity are the two poles of creative energy. â&#x20AC;&#x201D;KARL LAGERFELD

PROJECT TITLE

CLASS

INSTRUCTOR

Velvet

Package Design 2

Thomas McNulty

T Y P E FA C E

SEMESTER

C AT E G O R Y

Melior Univers

Fall 2010

Package Design

PROJECT TITLE

Velvet

OBJECTIVE

Create a new co-branding identity with a well-known designer for a line of home paints. DESIGN SOLUTION

Karl Lagerfeld exudes luxury and simplicity at the same time. I chose this design collaboration because of Lagerfeldâ&#x20AC;&#x2122;s clean design aesthetic. His fashion is luxurious without a lot of bells and whistles. The idea is to bring the catwalk lifestyle to the living room.

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PORTFOLIO OF CINTHIA JAMES

Velvet

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Velvet

PROJECT NUMBER

01 02

07 08 09 10 11 12

Seeing is not enough; you have to feel what you photograph. —ANDRÉ KERTÉSZ

PROJECT TITLE

CLASS

INSTRUCTOR

André Ker tész

Typography 1

Carolina de Bar tolo William Culpepper

1 2

T Y P E FA C E

SEMESTER

C AT E G O R Y

Univers

Spring 2009

Promotional Design

BOOK DESIGN ADVERTISING

PROJECT TITLE

André Ker tész

OBJECTIVE

Design book pages and adver tising for an ar tist of the Masters of the Camera series. Masters of the Camera is a book series highlighting the talents of some famous and iconic photographers. DESIGN SOLUTION

As a hobby photographer myself I was excited to create book pages for André Ker tész. His photographs tell beautiful stories and I wanted to create a design that would give an appropriate platform for the storyteller. His compositions feel like you are pulling away the blinds and looking at moments of life for the first time. A group of chairs aren’t just chairs when he shoots them—they are a welcoming invitation to have a seat and take a look.

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André Ker tész

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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André Ker tész

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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André Ker tész

PROJECT NUMBER

01 02

07 08 09 10 11 12

The greatest gift of life is friendship, and I have received it. â&#x20AC;&#x201D;HUBERT H. HUMPHREY

PROJECT TITLE

CLASS

INSTRUCTOR

Papyrus

Package Design 3

Thomas McNulty

T Y P E FA C E

SEMESTER

C AT E G O R Y

Mrs. Eaves Serifa

Fall 2011

Package Design

PROJECT TITLE

Papyrus

OBJECTIVE

Choose an existing company that currently does not have a skincare line on the market and create a range of seven product containers and a point of purchase display. DESIGN SOLUTION

Papyrus has a strong female demographic that purchases cards and various gift items for special occasions. I expanded on Papyrusâ&#x20AC;&#x2122; unique gift ideas and made this skincare line available alongside current items. My idea is a one-stop shop for bir thdays, weddings, anniversaries and Thank You notes. Loyal Papyrus customers would know where to go to get that special gift for a friend or a loved one. The line is unique and quality-oriented with a fresh feminine, romantic feel.

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Logo 4.55”

5.9”

4.55”

Papyr us

PROJECT NUMBER

01 02

1.0”

2.0”

1.0”

7.0”

3.0”

Dark Wood Finish Dark Mahogany or Red Mahogany

Rounded Edge Corners

Smooth Oval Shapes

07 08 09 10 11 12

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Papyr us

PROJECT NUMBER

01 02

07 08 09 10 11 12

Any sufficiently advanced technology is equivalent to magic. â&#x20AC;&#x201D;ARTHUR C. CLARKE

PROJECT TITLE

CLASS

INSTRUCTOR

Movi

Graphic Design 2

Greta Harding

T Y P E FA C E

SEMESTER

C AT E G O R Y

Neutra Text

Fall 2009

Promotional Design

PROJECT TITLE

Movi

OBJECTIVE

Create and promote a new product. DESIGN SOLUTION

The idea to create a design for something that doesnâ&#x20AC;&#x2122;t exist yet can be both exciting and daunting at the same time. In my case I decided to find a way to communicate the future of technology as well as a product. Technology always has something new and exciting and I decided to jump on the bandwagon and create a teaser branding for a 3D holographic projector tied to the game console Sony's PlayStation. Whether it will be another performance by an ar tist that has passed on, like Michael Jackson at the Billboard Music Awards or Tupac Shakur at Coachellaâ&#x20AC;&#x201D;it is fair to say that with this technology make-believe might be available one day.

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Movi

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Movi

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Movi

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Movi

PROJECT NUMBER

01 02

07 08 09 10 11 12

All the worlds a stage, and all the men and women merely players... â&#x20AC;&#x201D;WILLIAM SHAKESPEARE

1 2

PROJECT TITLE

CLASS

INSTRUCTOR

Acting Out

Identity 1

Gorden Mor tensen William Culpepper

T Y P E FA C E

SEMESTER

C AT E G O R Y

Univers

Spring 2010

Brand Identity

ORIGINAL DESIGN REFINEMENTS

PROJECT TITLE

Acting Out

OBJECTIVE

Create an identity and promote a seasoned theater group. DESIGN SOLUTION

Lifeâ&#x20AC;&#x2122;s a stage right?! We all play our par ts in it and have different costumes we wear for each act. None are better at acting than the ar tists of small theater groups. I was very for tunate to sit in on rehearsals of the cast working at Eastenders Reper tory Co. in San Francisco. This helped me get the mood and feel for what a local theater does and what their main objectives are. The photographs I took became the foundation of the Acting Out identity.

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PORTFOLIO OF CINTHIA JAMES

Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

Dualism

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

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Acting Out

PROJECT NUMBER

01 02

07 08 09 10 11 12

The supreme art of war is to subdue the enemy without fighting. â&#x20AC;&#x201D;SUN TZU

PROJECT TITLE

CLASS

INSTRUCTOR

Iraq 2.0

Typography 3

Carolina de Bar tolo

T Y P E FA C E

SEMESTER

C AT E G O R Y

Off line, Ber thold Akzidenz Grotesk

Spring 2011

PROJECT TITLE

Iraq 2.0

OBJECTIVE

Design a 96-page book based on either the concept of Survival or Network. Utilize type in a fresh unique way while using the text to express the concept. DESIGN SOLUTION

War, what is it good for? Depends on who you ask. There are those that would say it ensures freedom and others would argue it is good for nothing. During the time I took this class the troops were coming home from the second Iraq War and I was drawn to the idea of designing a book about war. I approached the design of the book much like a journalist repor ting on the news. This molded my concept to create a redacted newspaper with worn down imagery showcasing the aftermath. I lived close by to an abandoned military base which gave me a lot of great images that gave a feeling of abandonment.

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MOSUL

KIRKUK

IRAQ BAGHDAD

AL-NAJAF

Iraq 2.0

PROJECT NUMBER

01 02

07 08 09 10 11 12

R ECON STR UCTION N E E D S SECTOR

NEEDS

GOVERNMENT INSTITUTIONS

0.39

EDUCATION

4.81

HEALTH

1.60

EMPLOYMENT CREATION

0.79

TRANSPORT & TELECOMMUNICATIONS

3.41

WATER SANITATION & SOLID WASTE

6.84

ELECTRICITY

12.12

URBAN MANAGEMENT

0.41

HOUSING AND LAND MANAGEMENT

1.42

AGRICULTURE & WATER RESOURCES

3.03

STATE-OWNED ENTERPRISES

0.36

FINANCIAL SECTOR

0.081

INVESTMENT CLIMATE

0.34

MINE ACTION

0.23

TOTAL B I LLION DOLLARS

35.82

100

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Iraq 2.0

PROJECT NUMBER

01 02

07 08 09 10 11 12

101

Our dead are never dead to us, until we have forgotten them. â&#x20AC;&#x201D;GEORGE ELIOT

PROJECT TITLE

CLASS

INSTRUCTOR

Day of the Dead

Identity 2

Gordon Mor tensen

T Y P E FA C E

SEMESTER

C AT E G O R Y

Helvetica Neue P22 Posada Regular

Summer 2011

Brand Identity

PROJECT TITLE

Day of the Dead

OBJECTIVE

Create an identity and promote the Day of the Dead festivities at Oaxaca, Mexico as apar t of the MOC Adventures. DESIGN SOLUTION

Unlike Halloween, the Day of the Dead festivities celebrates and honors the loved ones that have passed. My interest was to learn from a culture I did not know much about. Living in the Fruitvale District in Oakland I was able to witness some of the many Mexican festivities which also gave me a lot of great moments I could photograph. I love the idea of the many different colors that are used to celebrate the dead. I tend to associate the color black with death, so I decided to take this strong color and accent it with vibrant colors that would tie back to the honorable celebration.

108

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Day of the Dead

PROJECT NUMBER

01 02

07 08 09 10 11 12

109

112

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Knowledge speaks, but wisdom listens. —JIMI HENDRIX

PROJECT TITLE

CLASS

INSTRUCTOR

Purple

Typography 4

Lian Ng

T Y P E FA C E

SEMESTER

C AT E G O R Y

Experimental

Spring 2012

PROJECT TITLE

Purple

OBJECTIVE

Design a poster series based on a color theme showcasing various design techniques for experimental typography. DESIGN SOLUTION

I have to admit purple is one of my favorite colors if not my absolute favorite. It was very interesting to see what different songs, non-profits and organizations utilize the color purple. The color itself is described to be a range of hues occurring between red and blue, commonly associated with royalty and piety. Another description which I personally like is that of good judgment. I drew inspiration from things such Jimi Hendrixâ&#x20AC;&#x2122;s Pur ple Haze and a non-profit for domestic abuse that uses a purple ribbon to bring awareness.

122

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Pur ple

PROJECT NUMBER

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07 08 09 10 11 12

123

124

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Pur ple

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07 08 09 10 11 12

125

126

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Pur ple

PROJECT NUMBER

01 02

07 08 09 10 11 12

127

Trader Joe’s doesn’t have a loyalty program, it just has loyalty. — A N N H I N T Z M A N & G I G I G O R M E LY

PROJECT TITLE

CLASS

INSTRUCTOR

Trader Joe’s

Print 2

Marc English

T Y P E FA C E

SEMESTER

C AT E G O R Y

Adobe Jenson Pro Gotham Rounded

Fall 2011

PROJECT TITLE

Trader Joe’s

OBJECTIVE

Create a Corporate Social Responsibility (CSR) Repor t for a well-known company. DESIGN SOLUTION

Trader Joe’s is a grocery store that is known to be a bit on the quirky side with their Hawaiian print T-shir ts and their occasional singing and dancing staff. Regardless of its quirkiness, Trader Joe’s wants to be honest and trustwor thy to all of their stakeholders. Since Trader Joe’s is a privately owned company, they do not currently have a CSR program. I took the approach of highlighting the company’s seven core values and showcasing it in a brochure for their stakeholders.

132

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Trader Joe’s

PROJECT NUMBER

01 02

07 08 09 10 11 12

133

134

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Trader Joe’s

PROJECT NUMBER

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07 08 09 10 11 12

135

136

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Trader Joe’s

PROJECT NUMBER

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07 08 09 10 11 12

137

138

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Trader Joe’s

PROJECT NUMBER

01 02

07 08 09 10 11 12

139

When life gives you lemons, grab Tequila and salt! â&#x20AC;&#x201D;AUTHOR UNKNOWN

1 2

PROJECT TITLE

CLASS

INSTRUCTOR

The Peacock Room

Identity 2

Gorden Mor tensen William Culpepper

T Y P E FA C E

SEMESTER

C AT E G O R Y

Berkentina Test Grand Hotel

Summer 2011

Brand Identity

ORIGINAL DESIGN REFINEMENTS

PROJECT TITLE

The Peacock Room

OBJECTIVE

Create a retail brand identity for a camp-style restaurant choosing from one of the given names. DESIGN SOLUTION

I was drawn to the name Peacock Room and wanted to design a brand for a restaurant that would provide an all-inclusive experience. A place with passion for food and the ar ts and would merge the two in a beautiful but kitschy way. I first star ted approaching the identity with designs of peacocks but I wanted to simplify and focus on the hear tfelt passion of the owners and added a little bit of pattern.

144

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The Peacock Room

PROJECT NUMBER

01 02

07 08 09 10 11 12

145

146

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The Peacock Room

PROJECT NUMBER

01 02

The

07 08 09 10 11 12

PEACOCK ROOM

147

148

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The Peacock Room

PROJECT NUMBER

01 02

07 08 09 10 11 12

149

Eating is a necessity, but cooking is an art. â&#x20AC;&#x201D;AUTHOR UNKNOWN

PROJECT TITLE

CLASS

INSTRUCTOR

The Stocked Pantry

Package Design 4

Thomas McNulty

T Y P E FA C E

SEMESTER

C AT E G O R Y

Din 1451 STD Din Black PMN Caecillia

Spring 2012

Package Design

PROJECT TITLE

The Stocked Pantry

OBJECTIVE

Create a retail brand identity and packaging system. DESIGN SOLUTION

Home is where the hear t is and at the hear t of the home is the kitchen. I have a lot of friends that are foodies and amateur cooks and they all agree that quality kitchen utensils make all the difference. I decided to create a brand and identity that made you feel at home, maybe even bring back a few childhood memories in the kitchen. My approach to the design was vintage-quality with a modern twist.

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THE

STOCKED PANTRY

PRINTED CERAMIC SHAKERS

Beautifully Inspired Kitchenware

SALT & PEPPER PANTRY

STOCKED THE

THE

STOCKED

PANTRY

SALT & PEPPER Beautifully Inspired Kitchenware

PANTRY

THE

2 PRINTED CERAMIC SHAKERS 2.5 in x 5.5 in. (6.3 cm x 14cm) Dishwasher Safe

STOCKED PANTRY

Handpainted with an Eastern European-inspired floral pattern, set comes complete with custom holders.

Beautifully Inspired Kitchenware

SALT & PEPPER Beautifully Inspired Kitchenware

THE

2 PRINTED CERAMIC SHAKERS 2.5 in x 5.5 in. (6.3 cm x 14cm) Dishwasher Safe

STOCKED PANTRY

The Stocked Pantry 1855 Valencia San Francisco, CA 94110 www.stockedpantry.com 1.800.555.2369

45628 23652

Beautifully Inspired Kitchenware

The Stocked Pantr y

PROJECT NUMBER

01 02

157

07 08 09 10 11 12

COOKIE CUTTERS Beautifully Inspired Kitchenware

ASSORTED ALUMINUM

COOKIE CUTTERS

PANTRY

STOCKED THE

THE

STOCKED

PANTRY

COOKIE CUTTERS Beautifully Inspired Kitchenware

PANTRY

COOKIE CUTTERS

Beautifully Inspired Kitchenware

THE

STOCKED PANTRY

THE

STOCKED ASSORTED ALUMINUM

PANTRY

COOKIE CUTTERS

ASSORTED ALUMINUM COOKIE CUTTERS

The Stocked Pantry 1855 Valencia San Francisco, CA 94110 www.stockedpantry.com 1.800.555.2369

« 6

1 ½ - 3in. (3.8-7.6 cm)

45628 23652

1 ½ - 3in. (3.8-7.6 cm) Beautifully Inspired Kitchenware

Beautifully Inspired Kitchenware

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The Stocked Pantr y

PROJECT NUMBER

01 02

07 08 09 10 11 12

159

160

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The Stocked Pantr y

PROJECT NUMBER

01 02

07 08 09 10 11 12

161

COLOPHON

T Y P E FA C E S

PA P E R

ENDSHEETS

Avenir Book Avenir Heavy Rockwell Light Rockwell Light Italic

Lessebo Smooth White

Burga-B端ttenpapier Black, 130 g/m 2

PHOTOGRAPHY

EQUIPMENT & SUPPORT

Cinthia James

Plotnet San Francisco

DANKESCHÖN...

...möchte ich all den Menschen sagen, die mich in meiner schulischen Laufbahn unterstützt haben. THANK YOU...

...to all those who have suppor ted me through my academic career.