MFA P OD L II O RO E BRRT AF N NG
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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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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
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05
Colloquy
124
–
14 7
06
Metanoia
14 8
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16 1
07
Orchestration
16 2
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17 7
08
Reflection
17 8
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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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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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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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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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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.
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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
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#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.
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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
1 0 2 › 103
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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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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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FASHION MERCHANDISE
COLLOQUY: REVISUALIZING MESSAGES
CONFUCIUS
Writing cannot express all words, words cannot encompass all ideas.
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05
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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
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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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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
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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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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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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
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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ethere
eal
P H Y S I C A L N A R R AT I O N
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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
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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
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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.
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09
figure 09
amp•li•tude (noun) [latin]:
the amount, value or degree of a sound or other vibratory movements or oscillations
MFA THESIS
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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
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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
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
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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
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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
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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
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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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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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