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PERSO N A L
PR O JE CT
IMAGINARY INC. FORM Software: Adobe InDesign Objective: Create a bureaucratic, retrofuturist print form for the fantastical company Imaginary Incorporated. Process: My goal with this form was to have a piece of paper that initially looks heavy and bureaucratic, but once you start to even skim the content, which is full of both legalese, nonsense and fantasy, the whimsy jumps out and makes you want to know more. To create the retrofuturist look of the forms, I chose a background colour to imitate the pale pink of carbon copy paper. The typeface is Futura, a font which was originally marketed with the slogan “the typeface of today and tomorrow�. Keeping notions of proximity, similarity, and line height in mind, I played with different types of questions to make the process of filling out the form enjoyable rather than monotonous. The content includes a mix of practical information [name, address, sleep habits] and whimsical questions that could have everything and nothing to do with a dream [What was the last thing you ate? Have you ever been in a helicopter?].
