Anthology

MFA P OD L II O RO E BRRT AF N NG

Hv

SELECTED WORKS OF DES G NNDFERROL M C EDL ES STI O G NT HP ER O R A M AT T H E ACA D E M Y O F A R T U N I V E R S I T Y, S A N F R A N C I S C O WI A U STTH : ER OMYAASL TEENRFSI EGLRDATPRHAI V UG SA

2017

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anthology course

MFA Portfolio instructor

Mary Scott semester

Fall 2017 duration

105 days / 15 weeks subject

Selected Works of Harini Venkataraman

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figure 00

harini•venkataraman (noun) [sanskrit]:

a designer who likes stories, science, and their syntheses

excerpt

To brand self as a graduate designer and adhere to design process by all means possible definition

An anthology (1) is a collection of artistic works that have a similar form or subject, often those considered to be the best (2) used to be just a collection of poetry, and the word came from the 17th-century Greek word anthologia for "flower gathering" or "collecting." synopsis

As a voracious reader and devourer of stories, it was a natural decision to make an anthological document out of my graphic design portfolio.

Each project and design decision I have undertaken in the past 4 years have enough in them to tell stories, with or without words, and this book in your hands is a compilation of those selected design narratives that add to the story of my life as a designer.

table of contents

chapter

project

page number

01

Wanderlust

08

–

37

02

Curiosity

38

–

67

03

Ellipsism

68

–

99

04

Oneirataxia

10 0

–

12 3

05

Colloquy

124

–

14 7

06

Metanoia

14 8

–

16 1

07

Orchestration

16 2

–

17 7

08

Reflection

17 8

–

19 3

09

Amplitude

19 4

–

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WENDELL BERRY

Nobody can discover the world for somebody else. Only when we discover it for ourselves does it become common ground, a common bond and we cease to be alone.

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01

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wan•der•lust (noun) [german]:

a strong impulse, or longing to hit the road and travel

REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

wanderlust course

Nature of Identity instructor

Hunter L. Wimmer semester category

Spring 2017

rebranding automobile travel

105 days / 15 weeks

duration

subject keywords

Royal Enfield (Anglo-) Indian motorbike manufacturer

independence individuality integrity

skills visual strategy logo design visual language design market research brand expansion

deliverables brandbook identity visual strategy website

palette

excerpt

To find, study and understand why Royal Enfield Co. was struggling to establish itself in the United States, and to build a rebrand that would help it f lourish and expand.

synopsis

Royal Enfield motorbikes are legendary—if you lived in South Asian countries. A 200 year-old British bicycle, arms and motor engine company that eventually migrated to India, it had powerful connotations of cultism, masochism and steeliness that was holding the brand soul back from its true potential. This project aimed at making Royal Enfield a household name again by uncovering the brand soul with a new brand mission: “Be Free, Be Strong, Be You.”

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resources Unsplash Adobe Stock Red River Paper Co. Plotnet, Inc. Epson, Inc. Royal Enfield Co. TripAdvisor

typefaces Rift Museo Sans Abril Text

print 32 lb RedRiver Epson 3880

web Wix by Google Google Fonts Adobe Typekit

research Royal Enfield: Revival of a Cult Brand Case Study (Code MKTG332) by IBS Centre for Management Research) 11 Reasons Why Travel Makes You a Happier Person www.huffingtonpost.com/jacada-travel/11-reasonswhy-travel-makes-you-a-happier-person_b_6908918. html "About Us" (Royal Enfield – Official Website) royalenfield.com/aboutus/history/ Unlikely destinations: the lonely planet story Tony Wheeler-Maureen Wheeler - Periplus - 2007

citations Aniekee Tochukwu Ezekiel "Resistance Brings Evolution" Willia Stargell "Life is one big transition" Marty Rubin "Memory looks back in order to move forward"

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REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

JOHN LE CARRÉ

The monsters of our childhood do not fade away, neither are they ever wholly monstrous.

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02

figure 02

cu•ri•os•i•ty (noun) [latin]:

an unsettling feeling marked by a desire to investigate and learn; an unusual object

FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

curiosity course

Integrated Communications instructor

Hunter L. Wimmer semester category

Fall 2016

material systems production design event design

105 days / 15 weeks

duration

subject keywords

Film Festival based on the movies of Guillermo Del Toro

monstrous adventurous fairytale

skills book design integrated systems narrative design material resourcing

excerpt

To design a film festival based on six of the most impressive movies directed by Guillermo del Toro, by finding the common thread of narrative that runs through them.

deliverables festival catalog tickets soundtrack DVD packaging poster website flying logo

palette

synopsis

Guillermo Del Toro is a Spanish director who rose to fame very young due to his extraordinary eye in the fantasyhorror genre. It was quite a challenge to thread The Devil’s Backbone, Hellboy, Pan's Labyrinth, Crimson Peak and Pacific Rim together in just the classic horror or adventure genres—the graft between his stories runs deeper. To a certain degree, one would say that each storyline in this film festival follows an innocent "child" defaced by tragedy, so much so that monstrous things are not repulsive, but curious to their imaginative minds.

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resources Adobe Stock Unsplash Red River Paper Co. Epson, Inc. Plotnet Printing, Inc. IMDB typefaces Linoletter Std. Akzidenz Grotesk Cond.

Chic Chalk

print 32 lb RR Prem Matte 64 lb Aurora Art Natural Epson 3880 web Squarespace Adobe Typekit

research Guillermo del Toro http://www.imdb.com/name/ nm0868219/ Show the Monster Daniel Zalewski - https://www. newyorker.com/magazine/2011/02/07/ show-the-monster Guillermo del Toro: At Home with Monsters https://ago.ca/exhibitions/guillermodel-toro

citations Shirley Jackon "To learn what we fear is to learn who we are" Rick Riordan "The real world is where the monsters are" Bruce Chatwin “A journey is a fragment of hell” Guillermo del Toro “Beneath the surface, it’s boiling with monsters” “In the absence of light, darness prevails” “All the monsters in my nursery: may you never leave me alone”

FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FE E D SUTCI A V TAILO D NE S I G N

C LULRI IPOSSI S E I TMY: : ROEND EGFUI INL ILNEGR M HO ISD TO E LR YT O LE RS O S' SO N DS A R K FA I R Y TA L E S

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R E SB TR IAVNADL I D F N EGS I G N

WUARNI D C O ESRI TL U Y :S O T :NR G OU Y IALLL E R NM F IOE LDDE LT RT A OVREOL' SS TDOA RT KH EF AUI SR A Y TA L E S

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FES T I VA L D ES I G N

C U R I O S I T Y : O N G U I L L E R M O D E L TO R O ' S DA R K FA I R Y TA L E S

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FES T I VA L D ES I G N

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

DAV I D M C C U L L O U G H

History is a guide to navigation in perilous times. History is who we are and why we are the way we are.

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03

03

figure 03

el•lips•ism (noun) [english]:

a sadness that you'll never know how today's history will turn out in the future

E D U C AT I O N

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ELLIPSISM: REDEFINING HISTORY LESSONS

ellipsism course

Visual Thinking instructor

Sandra Isla semester category

Spring 2016

event design syllabus design campaign

105 days / 15 weeks

duration

subject keywords

Middle School World History Curriculum in public schools

historical duality relevant

skills game planning book design interaction design narrative design

deliverables posters classroom design exhibition application

palette

excerpt

To understand and define an existing problem in the world history syllabus in the public middle school system in order to prepare the next generation of middle school students to be aware of a more diverse U.S. population. synopsis

World History is no longer about the countries outside of our reach, especially in today's increasingly connected global economy. History lessons have to, thus, be modified to ref lect the diversity in classrooms, and be taught in methods that will help younger students learn faster and enjoy the process. Through Clio, public middle schools can turn world history into an intuitive, interaction-driven class, with iPad games instead of books and live maps to compare global events across time and planet.

H A R I N I V E N K ATA R A M A N

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resources Unsplash Red River Paper Co. Epson, Inc. Fedex / Kinko’s

typefaces Archer ITC Chelthenham Franklin Gothic

print 32 lb RedRiver Epson 3880

web Google Fonts Adobe Typekit

research Everything you need to ace world history in one big fat notebook: a middle school study guide Ximena Vengoechea-Michael Lindblad-Blake HenryTim Hall - pub. Workman Publishing 2015 Interactive Lesson Plans www.digitallearningday.org/interactive-lesson-plans/ Ten Ideas for Interactive Teaching Interactive Teaching: www.eschoolnews. com/2011/06/06/ten-ideas-for-interactive-teaching/

citations R. G. Collingwood "The value of history is that it teaches us what man has done and thus what man is" Oscar Wilde "History has become more of a race between education and catastrophe"

E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

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ELLIPSISM: REDEFINING HISTORY LESSONS

#25 INDEPENDENCE

WE HAVE IT IN

OUR POWER TO BEGIN THE

WORLD ALL OVER

AGAIN — THOMAS PAINE

In 1765, Thomas Paine saw that America deserved to be a country on its own, and stood for it, despite being a British citizen himself.

Today, several other “countries” wish to be free — Scotland, Crimea, New Caledonia and Catalonia. Pick one of the four, learn and write here why you would or would not support their struggle for independence.

E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

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E D U C AT I O N

ELLIPSISM: REDEFINING HISTORY LESSONS

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E D U C AT I O N

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REBRANDING

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K I M E D WA R D S

That there were other worlds, invisible, unknown, beyond imagination even, was a revelation to him.

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04

figure 04

on•er•a•tax•i•a (noun) [greek]:

the inability to distinguish between reality and fantasy

P U B L I C AT I O N

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O N E I R ATA X I A : A B O O K A B O U T L O S T P L AC E S

oneirataxia course

Type Systems instructor

Zack Shubkagel semester category

Spring 2015

book design user experience type systems

77 days / 11 weeks

duration

subject keywords

An account of lost places due to mythical and natural disasters

mysterious fairytale documentation

skills book design infographic design car tography iPad app design

excerpt

To research and compile a book about “lost” places, with a diverse and functional typographic system displayed across multile chapters and infographics.

deliverables print book iPad book app

palette

synopsis

There are many books fictionally exploring lost cities and continents, but not many accounts that draw close parallels between mythical descriptions and physical or geographical evidence found in scientific and historic archives and news reports. Mapping Mirages is a book that explores the trace of mythological, historical, biblical and imaginary places to real-life anecdotes and tragedies.

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resources Creative Commons Adobe Stock Red River Paper Co. Reuters Plotnet, Inc. Epson, Inc. typefaces Kepler Std Akzidenz Grotesk Dalek Aztec Hipster Rodja Killigrew print 32 lb RedRiver Epson 3880

web Hoefler Type Foundry Adobe DPS

works cited No Longer on the Map; Discovering Places That Never Were.

Ramsay, Raymond H. New York: Viking, 1972.

The Quest for the Historical Israel: Debating Archaeology and the History of Early Israel. Finkelstein, Israel, Amihay Mazar, and Brian B. Schmidt. Detroit, October 2005. Atlanta, GA: Society of Biblical Literature, 2007.

“BBC UK: Atlantis of the Sands.” http://www.bbc.co.uk/programmes/ b01qhl0d. N.p., n.d. Web.

“History – The Lost City of Atlantis.”

Kidzworld. N.p., n.d. Web. 03 May 2015.

“Legendary Lands: Umberto Eco on the Greatest Maps of Imaginary Places and Why They Appeal to Us.” Brain Pickings RSS. N.p., n.d. Web. 09 April 2015.

“Anomalist Feature: THE LOST CITY OF TARTESSUS.” (Anomalist Feature: THE LOST CITY OF TARTESSUS.) N.p., n.d. Web. 23 May 2014.

“Lost Lands Found by Scientists.”

By Ker Than , for National Geographic News PUBLISHED May 11, 2013.

“Lost Continent by Benafim.”

Lost Continent, a Poem by Benafim. All Poetry Poets. N.p., n.d. Web. 24 May 2014.

“Was Glastonbury King Arthur’s Avalon?” Glastonbury King Arthur’s tomb. N.p., n.d. Web. 02 May 2015.

P U B L I C AT I O N

The dust poured acro the land like a flood and shrouded the city in a darkness like the black of closed and unlighted rooms

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O N E I R ATA X I A : A B O O K A B O U T L O S T P L AC E S

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O N E I R ATA X I A : A B O O K A B O U T L O S T P L AC E S

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P U B L I C AT I O N

O N E I R ATA X I A : A B O O K A B O U T L O S T P L AC E S

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P U B L II C CA ATT II O ONN

ONEIR RA ATTA A XXIIAA: : AA BBOOOOKK AABBOOUUTT L LOOSST TPPL LAACCE ES S

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O N E I R ATA X I A : A B O O K A B O U T L O S T P L AC E S

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FASHION MERCHANDISE

COLLOQUY: REVISUALIZING MESSAGES

CONFUCIUS

Writing cannot express all words, words cannot encompass all ideas.

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05

figure 05

col•lo•quy (noun) [latin]:

a formal conversation; a serious written dialogue

FASHION MERCHANDISE

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COLLOQUY: REVISUALIZING MESSAGES

colloquy course

Visual Literacy instructor

Hunter L. Wimmer semester category

Fall 2014

vernacular design visual communication commercial components

35 days / 5 weeks

duration

subject keywords

Redesigning a message in its most appropriate visual vernacular

modern trendy hipster-ish

skills booklet design UI/UX conceptual rebranding message identification

excerpt

To find and understand a poorly visualized message, and to synthesize the components and create a series of print and digital materials that conveys the primary, secondary & tertiary levels of the message more accurately.

deliverables merchandize catalog price tags merchandize packaging shopping application post cards

palette

synopsis

"Body of the Sheep" used to be a hipster t-shirt boutique in the vibrant Haight-Ashbury district of San Francisco that sold local artists’ works on their merchandise. Despite their very modern and trendy demeanor, they advertised merchandize and offers on a chalkboard with a rough illustration of the logo. For a brand that popularized itself through social media, it needed to have an app, a pocketcatalog and merchandise packaging that ref lected the neoteric brand message.

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resources Unsplash ShutterStock Epson, Inc. Body of the Sheep

typefaces Didot Franklin Gothic print 45 lb Premium Matte Epson 3880

web Google iPhone Gallery

research The Very Best Catalogue & Booklet Designs http://www.indesignskills.com/ inspiration/catalogue-and-bookletdesign/ NY Catalog Design for Brand Identity https://typeworkstudio.com/branddevelopment/catalog-design/ Firebelly https://www.firebellydesign.com/work/ art-science-salon

FASHION MERCHANDISE

COLLOQUY: REVISUALIZING MESSAGES

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REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

P E T E R K A B A KC I

To be wealthy, powerful or famous does mot matter to me. Starting a social good ripple that will turn to an ocean wave matters to me.

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06

figure 05

met•a•no•i•a (noun) [latin]:

a fundamental transformation of mind and character

BOOK COVERS

M E TA N O I A : S H A P I N G T H E M I N D W I T H M A N I F E S TO S

metanoia course

Type Composition instructor

Andrew Loesel semester category

Fall 2014

publications cover design illustration

105 days / 15 weeks

duration

subject keywords

A series of book covers about manifestos that shaped the world

bright colorful simple

skills book cover design illustration type manipulation

excerpt

To design a series of book covers for the first 3 in the series of manifestos for an identified target audience in a visual language that calls out to them

deliverables book covers x 3 target audience

palette

synopsis

The Communist Manifesto, Common Sense, and Seneca's On the Shortness of Life are all valuable commentaries on political and sociological happenings around the world at different eras. Some parts of these documents are already part of high school required reading, which motivated me to design book covers for high school students using simple shapes: rectangles (for The Communist Manifesto), stars & stripes (for Common Sense) and circles (for On the Shortness of Life), to define complex illustrations, and thus, creating the "Shaping of the Mind" series.

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resources Epson, Inc. DV High School, San Ramon, CA

typefaces Futura Adobe Caslon Pro Trajan Pro Adobe Jenson Pro print 45 lb Premium Matte Epson 3880

research

blurb quotes by

The YA Cover NatasaLikes - http://theyacover.tumblr. com/

James Runnels Paul Mannix Calista Jamison Gordon S. Wood Glenda St. James Isaac Kramnick Jennifer Longfellow Tobias Wolfe Anthony Lopez

Mario Degrada’s Book Covers Communedesign - http:// communedesign.tumblr.com/ post/148158047795/mario-degradasbook-covers

BOOK COVERS

M E TA N O I A : S H A P I N G T H E M I N D W I T H M A N I F E S TO S

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BOOK COVERS

M E TA N O I A : S H A P I N G T H E M I N D W I T H M A N I F E S TO S

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BOOK K C CO OV V EE RRSS

ME TA N NO O II A A :: SSHHAAPPI INNGG TTHHEE MMI INNDD WWI T I THH MMAANNI FI FE E SS TT OO SS

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BOOK K C CO OV V EE RRSS

ME TA N NO O II A A :: SSHHAAPPI INNGG TTHHEE MMI INNDD WWI T I THH MMAANNI FI FE E SS TT OO SS

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BOOK K C CO OV V EE RRSS

ME TA N NO O II A A :: SSHHAAPPI INNGG TTHHEE MMI INNDD WWI T I THH MMAANNI FI FE E SS TT OO SS

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REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

R A L P H WA L D O E M E R S O N

Faith and love are apt to be spasmodic in the best minds. Men live the brink of mysteries and harmonies into which they never enter, and with their hands on the door-latch, they die outside.

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07 07

figure 07

or•ches•tra•tion (noun) [latin]:

a harmonious organization, integration, or combination

POSTER

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

orchestration course

Type Experiments instructor

Stan Zienka semester category

Fall 2015

poster design script writing photography

28 days / 4 weeks

duration

subject keywords

A poster that visually describes a song and its emotions

music devotion trust

skills photography story design composition

excerpt

To design, print and shoot images for a collage poster on the Apocalyptica metal cover of the song by Metallica, Nothing Else Matters, played on 4 cellos.

deliverables 18” by 24” poster synopsis

palette

Nothing Else Matters is a 1992 hit of Metallica's, which was then made into covers by various other bands and artists. My choice was to focus on Apocalyptica's version of the cover with only 4 cellos and a whole new range of diverse emotional feedback that the original song never managed to achieve. Specifically, I viewed the song as a merge of 3 stories about love, passion and ego, to which I then stylized the collaged images.

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resources Unsplash Google Play Music Epson, Inc. AAU lightboxes Plotnet, Inc. typefaces Gotham Bebas Neue Bell MT

print Inkjet Transparency 24 lb Presentation Matte Epson 3880

original story by the designer

research Metallica – Nothing Else Matters https://genius.com/Metallica-nothingelse-matters-lyrics Apocalyptica - Nothing Else Matters Popular Downloadable Sheet Music http://www.sheetmusicexchange.com/ cello/sheets/44417/Apocalyptica_ Nothing_Else_Matters.html

“For love I hurt you—I hurt me, for what?

I see you across the road, or are you just a reflection? You are inside my head, or are you just a reflection? Maybe if I close my eyes and ears, everything would be all I want it to be If I only pretend, if I think it’s okay, I can live this moment without you, But when I open my eyes, I can’t see—I cannot live beyond this very second! You are all that is in my mind, not a reflection, but my prophecy; A truth I need to live with, for, by, on—because nothing else matters.“ “Sometimes I pretend that I am on a stage, that I am not blind, that my music is more than a street violinist’s poor masterpiece, and that the coins clinking in my case are the tinkling claps of an audience I have moved to tears, I had owned the souls of over the last three minutes of my solo, I had explained the very existence of the

world to by virtue of my bow and fingers, that I had ripped them apart, sewn their hearts with the very beauty of passion, for nothing else matters!”

“Everyday I pretend that I’m braver than I actually am, hoping my friends wouldn’t notice my weak arms, or my dirty socks, or my patchwork shirts, or my grandmother who has a funny limp, and only wisps of hair on her dear, ancient head, or her misshapen merchandise that she sells to pay for my school, or her broken shoes she traded for my cell phone—I hope that my friends and Nana never meet, because between my family and my dignity, what one can I throw out of my life and say that nothing else matters?”

PO R E BS RT A ER NDING

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

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POSTER

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POSTER

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

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POSTER

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

› 17 3

POSTER

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

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POSTER

O R C H E S T R AT I O N : A P O C A LY P T I C A’ S N OT H I N G E L S E M AT T E R S

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REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

ALBERT CAMUS

In order to understand the world, one has to turn away from it on occasion.

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08

08

figure 08

re•flec•tion (noun) [latin]:

introspective contemplation of the contents of one's own thoughts or experiences

P H Y S I C A L N A R R AT I O N

R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

reflection course

Type Experiments instructor

Stanley Zienka semester

Fall 2015

category narrative design print film design

duration

7 days / 1 week

keywords

subject

significance poetic instantaneous

Two 10˝ by 10˝ panels, one moment, and no restrictions on presentation

skills photography sequence design story design

deliverables

excerpt

To capture a glimpse of a momentous emotion, thought, feeling or event within 2 square panels to visually share it for viewers to empathize.

2 x (10” by 10”) panels synopsis palette

As a designer, I am sensitive to many things, and this often gives me heightened perception of the world, which then makes me feel powerful and omniscient. However, in the hours between midnight and dawn, when I stare down an empty road or at the raging ocean or at a bright lamp in a dark room, I feel the presence of something much bigger than myself. And this is why I decided to go with glass panels through which I can reflect my feeling of stark insignificance: “numinous”

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resources TAP Plastics Epson, Inc. Amazon Google Nexus 5 Nikon D3100

typefaces Neutra Text Bulmer MT Std

print Inkjet transparency Epson 3880

web Wix by Google Google Fonts Adobe Typekit

P H Y S I C A L N A R R AT I O N

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the darkest night softest sands brightest by far— empty skies carpets cold and warm full of prickly stars— tingling fingertips

numb fingertips

endless darkness— voices aloud abound bottomless sounds—

ears grounded deaf insignificant eyes

canvases painted by time

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P H Y S I C A L N A R R AT I O N

R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

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P H Y S I C A L N A R R AT I O N

R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

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ethere

eal

P H Y S I C A L N A R R AT I O N

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R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

forgotten the darkest night softest sands brightest by far— empty skies carpets cold and warm full of prickly stars— tingling fingertips

numb fingertips

endless darkness— voices aloud abound bottomless sounds—

ears grounded deaf insignificant eyes

canvases painted by time

H A R I N I V E N K ATA R A M A N

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P H Y S I C A L N A R R AT I O N

R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

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empty glasses

metaphysica

overwhelming oceans

ripples of wine

struck by dead twilight ripples of brine

tears of salt pulled apart by turmoil and ecstasy

tears of sweetness

seeing through screens

unintelligible points of focus

light

the source of all energy

an unheard booming heart falling away from gravity

answe

the sun of all internal planets watching from atop the moon the eye of all apples

unsubstantial

al

P H Y S I C A L N A R R AT I O N

R E F L E C T I O N : O F A D E E P LY E P H E M E R A L F E E L I N G

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

SARAH DESSEN

Music is the great uniter. An incredible force. Something that people who differ on everything and anything else can have in common.

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M FA T H E SIS This thesis offers music as a productivity aide to combat noise, distraction and insecurity in open workspaces, focusing on multi-tasking professionals between the ages of 25-40 years, i.e., people who stress their minds the fastest and for the longest amounts of time.

As a graphic designer with a formal education in classical music, this was a unique chance for me to understand how music can visually transcend the age-old tags of entertainment and become something more.

MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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09

09

figure 09

amp•li•tude (noun) [latin]:

the amount, value or degree of a sound or other vibratory movements or oscillations

MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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amplitude course

MFA Thesis advisors

Phil Hamlett, Wioletta Kaminska, Jeremy Stout semesters category

Spring 2016 - Fall 2017

masters thesis UI/UX infographics

370 days / 60 weeks

duration

subject

keywords

The role of music in increasing productivity in modern / open workspaces

harmony concentration energy

skills photography interface design web design motion graphics concept design information architecture

excerpt

To understand the neuroscience of how music affects a brain at work and to use it to stimulate productivity in working professionals with a customised listening experience through 3 strategies.

deliverables

synopsis

mobile application packaging smar t headphones website promotional materials

Several researches indicate that music as a productive aide is healthier than drugs like adderall and can reduce stress and depression that are found in hardworking multitaskers in the technology sector, especially after long days of looking at computer screens and taxing their minds.

Combining this with classical music theories, this thesis aims to position customized music playlists as successfull productive aides for those long hours of work by increasing focus, cutting down distraction and reducing stress.

palette

H A R I N I V E N K ATA R A M A N

:: 04025935

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resources Unsplash Adobe Stock Plotnet, Inc. Red River Paper Co. Facebook Google Books Epson, Inc.

typefaces Proxima Nova Std Proxima Nova Alt

print

research insights Open office layouts— a technique for “deforestation of productivity” William Craig, Forbes Magazine, 2014 Music as a Mutlitasking Productivity Hack Study published by Chinese University of Hong Kong, circa 2012 The Creative Balance Between Music and moments of Silence Dr. Kimberly Sena Moore, Ph. D. Boredom is a Productivity Killer Tim Eisenhauer, Axero Solutions Effective Intuition: why Spotify’s Discover Weekly is a step in the Right Direction David Pierce, Wired Magazine, 2015 Music can boost your immune system Dr. Ronny Enk, Neurocognition expert Listening to your favorite music is good for your brain (without longterm side effects) Dr. Teresa Lesuik, The Psychology of Music The Preference for Mood Management = 70% Observed and recorded through multiple surveys and listening sessions The Economy needs some Jammin’!

NAMM Foundation, Why Music Matters

Is Music the Key to Success?

Joanne Lipman, The New York Times, 2013 A Colossal Lack of Classical Theories Interviews with music therapist, San geetha Sampath Sairam Different Kinds of Productivity Music by Mood A Study on General Workplace Productivity Cornell University, Florida Unpredictable Circadian Soundtracks User Experiment: listening everyday to the same playlist for different activities Control is Key Dr. Anneli Haake, Ph. D. in Music Psychology Multitasking for Better Creative Judgments Alejandra Ruani, The Health Sciences Academy New Music is Not the Good kind of new to work with Dr. Teresa Lesuik, The Psychology of Music

32 lb RedRiver 24 lb Presentation Matte 64 lb RedRiver 75 lb Ultra Premium Matte Epson 3880

web Wix by Google Wordpress Google Fonts Instagram Adobe Typekit Twitter

MFA THESIS

H A R I N I V E N K ATA R A M A N

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

target age

control users

age

22-35 years old

Data Scientist Industrial Designer Start-up Owner Financial Analyst UI/UX Designer Web Designer Financial Auditor Retired Banker High School Student College Student Data Engineer Big Data Analyst Data Architect Software Developer Home-maker Web / CSS Developer Non Profit Owner Small Business Owner Graphic Designer

27 26 31 25 28 26 43 69 16 21 26 25 24 30 39 31 33 52 23

user occupations Information Technician UX Designer Graduate Student Engineer Graphic Designer Programmer Data Analyst/Scientist criteria music enthusiast 10-12 hour workdays open offices computerised work multi-taskers

2 0 4 › 205

Graphic design is not a medium, but rather a strategic framework that enables a concept like music for productivity to be visually practical in today's world.

According to research, the right music can act just like a mint for continuous motivation that increases productivity in a more healthy way than by any other means. Therefore, tackling music with visual deliverables was essentially understanding the current visual language around the music industry and then understanding its overlap to the visual language of productivity. Combining these with the concept of focus and harmony yielded a visually and conceptually strong thesis project.

H A R I N I V E N K ATA R A M A N

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MEFBAR TAHNEDSI INSG R

AM W AP N LDI ET RULDUES: TD: ERSOI Y G ANLI NEGN FMI EU LSDI CT FR O AR V EPLRSOTDOU C TH T IEV U I TSYA

› 207

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

2 0 8 › 209

MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

YO

U

R S I C M U

W K

A K E

R

M

O

MFA THESIS

H A R I N I V E N K ATA R A M A N

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

2 1 6 › 2 17

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

2 2 2 › 223

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

2 2 4 › 225

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

LEARN

WORK

BUYR

EADL

ogin

STAY FOCUSED

(stat insight about disruption and noise)

musictivity is about music for productivity

STAY FOCUSED

download app now!

social links

buy headphones now!

contact us

H A R I N I V E N K ATA R A M A N

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MFA THESIS

AMPLITUDE: DESIGNING MUSIC FOR PRODUCTIVITY

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REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

Dedicated and Indebted — To my dear Amma & Appa, for believing that my creativity was worth moving countries across (twice) and deserved equal respect to your engineering degrees. To my dear brother, Hari, who was that sibling who was effortlessly good at many things, including being supportive and an inspiration for me to be myself no matter what came my way. To my aunt and uncle for being my American set of parents when I first moved out here by myself.

To my friend, Janani, who stood by me when I decided to stray away from writing scripts, and was my first ever design critic. To Krishna and Shruti, who were the best 24/7 helplines I could ever ask for. To my friends Eugene, Sandra and Grishma for being the best teammates a designer could ask for, throughout the course of this MFA. To my eye-opening, wonderful instructors Michael Kilgore, Hunter Wimmer, Sandra Isla, Stan Zienka, Wioleta Kaminska and the countless others over the years. To Phil Hamlett and Mary Scott for being pillars of excellence that I will always aim for when designing.

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COLOPHON This book layout was created and managed in Adobe InDesign CC. The illustrations for the cover and each chapter opener were created in Adobe Illustrator and Photoshop CC. print

Printed by Blurb, Inc. on ProLine Uncoated 100# Text, Eggshell Texture typography

Sentinel © 2009 Hoefler & Frere-Jones, Inc. Stevie Sans © 2015 by Marconi Lima design

Harini Venkataraman C O P Y R IG H T © 2 0 17

language supervision

Scott Crisp Krishna Kumar Selvam Created as a portfolio of select design works done in Academy of Art University over the course of the program: MFA in Graphic Design and Digital Technology from 2014-2017.

MFA Design Portfolio Academy of Art University Fall Semester 2017

REBRANDING

WA N D E R L U S T: R OYA L E N F I E L D T R AV E L S TO T H E U S A

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