_Syntax
_Syntax
These are the selected words and works of Holly Leach.
MFA Portfolio_Graphic Design
Š 2013 _ Holly Leach All rights reserved school_ Academy of Art University student_ Holly Leach telephone_ 573 489 7263 email_ hollyleach@gmail.com website_ hollyleach.com course_ Portfolio Seminar instructor_ Mary Scott book title_ Syntax book size_ 8.3 × 11.7 inches printing_ Giant Horse Printing, South San Francisco, California paper_ Finch Fine 100lb Text bindery_ The Key Printing and Binding, Oakland, California photography_ Holly Leach typefaces_ Trixie, Courier and Gotham software_ Adobe Creative Suite 6.0
A child novelist and aspiring Impressionist, all grown up.
fig _ 00 Words and Works
statement _
When I was a little girl, there were only two things that I wanted to grow up to become: an Impressionist painter and a Pulitzer Prize-winning author. As I matured, so did my goals: I parlayed my love for writing into a bachelor’s degree in journalism. It was in my first news design class that I realized my passions — words, art and news — were not mutually exclusive. Words and art are the syntactical elements that make up the language of the news. Syntax, or the arrangement of words and phrases to create well-formed sentences in a language, has become a driving characteristic in my design. It’s not hard to see the syntactic visual parallel: graphic design is about arranging words and images to create well-formed messages. Visual syntax not only inspires my design; it defines who I am.
_Syntax
These are the selected words and works of Holly Leach.
contents _
fig _ 01 For the People Page 010
fig _ 06 Social Safety Net Page 080
fig _ 02 Weighted Grades Page 024
fig _ 07 Mouths of Babes Page 092
fig _ 03 Pat the Puppy Page 046
fig _ 08 Forever Young Page 100
fig _ 04 Love in My Tummy Page 060
fig _ 09 MFA Thesis Page 118
fig _ 05 Funny Ha-Ha Page 068
fig _ 10 Many Thanks Page 142
words
and
e th
are
ct le se
These
ed
works
of
Holly Leach
H O L LY
LEACH
MFA
public
PORTFOLIO
SY N TA X
have
curiosity
r fo
an le ab ti sa in
e Th
everything
PAGE
010
FIG_01
LAURA
fig_01 For the People
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
SF
PUBLIC
PRESS
The public have an insatiable curiosity for everything. — Oscar Wilde
FOR
THE
PEOPLE
PAGE
011
H O L LY
PAGE
LEACH
012
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
SF
PUBLIC
PRESS
A quest and promise for print journalism in the Bay Area.
fig _ 01 For the People
challenge _
For the Graphic Design and Sustainability course at Academy of Art University, students were asked to rebrand a company that employs sustainable business practices. Deliverables (logo, brochure, business set, promotional item and website) were to be made with environmentally-friendly materials.
solution_
I chose to expand sustainability beyond its association with “going green” and selected SF Public Press, a nonprofit news organization. SF Public Press works to strengthen reporting on general-interest and under-covered topics in the Bay Area. Funded by donors and produced by volunteers, SF Public Press explores new, sustainable business models for newspaper journalism. I gave it a new look and feel that captures the energy of a newspaper in a manner that is more refined than frenetic.
FOR
THE
PEOPLE
PAGE
013
H O L LY
PAGE
LEACH
014
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
FOR
THE
SF
PUBLIC
PEOPLE
PRESS
PAGE
015
H O L LY
PAGE
LEACH
016
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
FOR
THE
SF
PUBLIC
PEOPLE
PRESS
PAGE
017
H O L LY
PAGE
LEACH
018
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
FOR
THE
SF
PUBLIC
PEOPLE
PRESS
PAGE
019
H O L LY
PAGE
LEACH
020
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
FOR
THE
SF
PUBLIC
PEOPLE
PRESS
PAGE
021
H O L LY
PAGE
LEACH
022
MFA
FIG_01
PORTFOLIO
SY N TA X
LAURA
M I LTO N
GRAPHIC
DESIGN
AND
S U STA I N A B I L I T Y
FOR
THE
SF
PUBLIC
PEOPLE
PRESS
PAGE
023
H O L LY
LEACH
MFA
Justice
PORTFOLIO
SY N TA X
is
force
a
d ui fl an d
al ci so l
ca
ti
li
po
PAGE
024
FIG_02
HUNTER
fig_02 Weighted Grades
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
TRUTH
BE
TOLD
Justice is a fluid social and political force.
WEIGHTED
GRADES
PAGE
025
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A collective conscience playing tug-of-war with right and wrong.
fig _ 02 Weighted Grades
challenge _
In the Integrated Communications course at Academy of Art University, students were to select a film director and design all the collateral material for a film festival celebrating that director. Final deliverables included a poster, tickets, catalog book, DVD packaging, website, signage and business set.
solution_
My festival, “Truth Be Told: When Laws + Morals Collide,” celebrated the work of prolific and legendary director Sidney Lumet. The event focused on four of his films: Network, Dog Day Afternoon, Serpico and The Verdict. The festival’s aesthetic and language were derived from a theme central to Lumet’s work: Justice is a fluid social and political force; engaging in a moral and legal debate to realize it as such will lead one to truth and raw self-awareness.
PAGE
026
FIG_02
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
027
H O L LY
PAGE
LEACH
028
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
029
H O L LY
PAGE
LEACH
030
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
031
H O L LY
PAGE
LEACH
032
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
033
H O L LY
PAGE
LEACH
034
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
035
H O L LY
PAGE
LEACH
036
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
037
LEACH
MFA
A Tribute to Sidney Lumet
H O L LY
PAGE
038
FIG_02
PORTFOLIO
SY N TA X
www.sidneylumet.org/tickets
WIMMER I N T E G R AT E D
Cobble Hill Cinemas, Brooklyn
Serpico
The Verdict
Network
Dog Day Afternoon
HUNTER CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE TOLD
PAGE
039
H O L LY
PAGE
LEACH
040
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
041
H O L LY
PAGE
LEACH
042
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
043
H O L LY
PAGE
LEACH
044
MFA
FIG_02
PORTFOLIO
SY N TA X
HUNTER
WIMMER
I N T E G R AT E D
CO M M U N I C AT I O N S
WEIGHTED
TRUTH
GRADES
BE
TOLD
PAGE
045
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
can
but
t no ly mp si
We
help
smile
at
owner
( coo )
at
e
th
puppy
e
th
PAGE
046
FIG_03
BOB
fig_03 Pat the Puppy
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
I
PET
THIS
DOG?
We simply cannot help but smile at the owner or coo at the puppy.
PAT
THE
PUPPY
PAGE
047
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A lesson in etiquette sans the hoity-toity condescension.
fig _ 03 Pat the Puppy
challenge _
In the UX Design & Navigational Structure course at Academy of Art University, students were asked to reinvent the printed instruction manual and create a how-to mobile app. The final deliverables included screen designs, wireframe and an informational poster suitable for a client presentation.
solution_
As the owner of a sweet but extremely timid rescue dog, I chose to create a how-to app for adults that teaches the proper way to approach a dog. The Should I Pet this Dog? app is the ideal instructional tool for adults who love animals but do not have pets of their own. Users encounter dogs in their everyday life, but have little experience meeting strange dogs. They are eager to pet any dog they meet and operate under the assumption that all are friendly. They are well-intentioned but unaware of safety concerns.
PAGE
048
FIG_03
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
049
H O L LY
PAGE
LEACH
050
MFA
FIG_03
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
051
H O L LY
PAGE
LEACH
052
MFA
FIG_03
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
053
H O L LY
PAGE
LEACH
054
MFA
FIG_03
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
055
H O L LY
PAGE
LEACH
056
MFA
FIG_03
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
057
H O L LY
PAGE
LEACH
058
MFA
FIG_03
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SHOULD
PAT
THE
I
PET
PUPPY
THIS
DOG?
PAGE
059
H O L LY
LEACH
MFA
PORTFOLIO
memories
SY N TA X
are
stored
in
st be
My
taste buds
my
PAGE
060
FIG_04
K AT H R I N
fig_04 Love in My Tummy
B L AT T E R
TYPE
EXPERIMENTS
BREAD
&
BACON
My best memories are stored in my taste buds.
LOVE
IN
MY
TUMMY
PAGE
061
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A bond between handcrafted type and delicious nostalgia.
fig _ 04 Love in My Tummy
challenge _
In the course Type Explorations at Academy of Art University, students were asked to create their own typography without using a computer. They were to use their handmade letterforms to spell out a short phrase. Final deliverables included two 11 × 17 posters, each showcasing typography in different mediums.
solution_
I chose to combine my love for typography with my love for food. I specifically zeroed in on bread and bacon, two foods that bring back fond childhood memories. In “A Heart Grown Fonder,” I made the letterforms out of bread. I cut the shapes out of raw dough, let them rise and baked them. In “Tan Don’t Burn,” I made the letterforms out of bacon. I shaped raw bacon into the letterforms and then cooked them in the microwave until crispy.
PAGE
062
FIG_04
K AT H R I N
B L AT T E R
TYPE
EXPERIMENTS
LOVE
IN
MY
BREAD
TUMMY
&
BACON
PAGE
063
H O L LY
PAGE
LEACH
064
MFA
FIG_04
PORTFOLIO
SY N TA X
K AT H R I N
B L AT T E R
TYPE
EXPERIMENTS
LOVE
IN
MY
BREAD
TUMMY
&
BACON
PAGE
065
H O L LY
PAGE
LEACH
066
MFA
FIG_04
PORTFOLIO
SY N TA X
K AT H R I N
B L AT T E R
TYPE
EXPERIMENTS
LOVE
IN
MY
BREAD
TUMMY
&
BACON
PAGE
067
H O L LY
LEACH
MFA
riddle
PORTFOLIO
SY N TA X
is
e Th it
age-old but
is
timeless
t
no
PAGE
068
FIG_05
PHIL
fig_05 Funny Ha-Ha
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
BLACK
WHITE
READ
The riddle is age-old, but it is not timeless.
FUNNY
HA-HA
PAGE
069
H O L LY
PAGE
LEACH
070
MFA
FIG_05
PORTFOLIO
SY N TA X
PHIL
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
BLACK
WHITE
READ
An exploration of how we write humor and laugh at history.
fig _ 05 Funny Ha-Ha
challenge _
In the course Visual Communications Lab at Academy of Art University, students were asked to write, design, print and bind a 48-page (minimum) book about a topic they had been researching throughout the semester. The book’s content and look were derived from weekly design and research labs.
solution_
I created Black White Read: Turning the Twenty-first Century Newspaper into More than Just a Punch Line. The 88-page book re-evaluated print journalism and asked “What purpose do printed newspapers serve in the digital information age?”
FUNNY
HA-HA
PAGE
071
H O L LY
PAGE
LEACH
072
MFA
FIG_05
PORTFOLIO
SY N TA X
PHIL
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
FUNNY
BLACK
HA-HA
WHITE
READ
PAGE
073
H O L LY
PAGE
LEACH
074
MFA
FIG_05
PORTFOLIO
SY N TA X
PHIL
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
FUNNY
BLACK
HA-HA
WHITE
READ
PAGE
075
H O L LY
PAGE
LEACH
076
MFA
FIG_05
PORTFOLIO
SY N TA X
PHIL
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
FUNNY
BLACK
HA-HA
WHITE
READ
PAGE
077
H O L LY
PAGE
LEACH
078
MFA
FIG_05
PORTFOLIO
SY N TA X
PHIL
HAMLETT
&
HUNTER
WIMMER
VISUAL
CO M M U N I C AT I O N S
LAB
FUNNY
BLACK
HA-HA
WHITE
READ
PAGE
079
H O L LY
LEACH
MFA
people
PORTFOLIO
SY N TA X
expend
energy
to
us do en em tr
st ju
me So
be
PAGE
080
FIG_06
normal
BOB
fig _ 06 Social Safety Net
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
THE
WAT E R CO O L E R
Some people expend tremendous energy just to be normal. — Albert Camus
SOCIAL
SAFETY
NET
PAGE
081
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A confidence boost especially for the shy and socially awkward.
fig _ 06 Social Safety Net
challenge _
In the UX Design & Navigational Structure course at Academy of Art University, students were asked to create a mobile app. The app was to provide users with a simple task that would help them achieve a larger goal. Final deliverables included the app icon and several screens that illustrated its functionality.
solution_
The Watercooler app is a safety net for the anxious conversationalist. It is an ideal tool for adults young and old who feel shy or nervous in social situations, especially when small talk is involved. Users are able to research and quiz themselves, flashcard-style, on topical discussion points, thus preventing awkward silences and embarrassing lulls in conversation. In addition, users can opt to have The Watercooler send such ice-breaking questions via text message during events that require social chit chat, such as networking mixers or blind dates.
PAGE
082
FIG_06
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SOCIAL
THE
SAFETY
WAT E R CO O L E R
NET
PAGE
083
H O L LY
PAGE
LEACH
084
MFA
FIG_06
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SOCIAL
THE
SAFETY
WAT E R CO O L E R
NET
PAGE
085
H O L LY
PAGE
LEACH
086
MFA
FIG_06
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SOCIAL
THE
SAFETY
WAT E R CO O L E R
NET
PAGE
087
H O L LY
PAGE
LEACH
088
MFA
FIG_06
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SOCIAL
THE
SAFETY
WAT E R CO O L E R
NET
PAGE
089
H O L LY
PAGE
LEACH
090
MFA
FIG_06
PORTFOLIO
SY N TA X
BOB
SLOTE
UX
DESIGN
&
N AV I G AT I O N A L
STRUCTURE
SOCIAL
THE
SAFETY
WAT E R CO O L E R
NET
PAGE
091
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
bloomed
flowers
ke li
e Th
knife
un wo
in dress
ds
in
r
he
d an
large
s
le
rp
pu
re ds
PAGE
092
FIG_07
MARÍA
fig_07 Mouths of Babes
INÉS
MONTES
826
VA L E N C I A
THE
826
Q U A R T E R LY
The flowers in her dress bloomed in large purples and reds like knife wounds. — Paolo Yumol, age 17
MOUTHS
OF
BABES
PAGE
093
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A literary guide to the trials and inspirations of youth.
fig _ 07 Mouths of Babes
challenge _
The 826 Quarterly is a journal published by 826 Valencia, a nonprofit writing and tutoring center for students ages 6-18 in San Francisco. The publication features student writing from 826’s workshops and after-school programs. As an intern, I served as the fifteenth volume’s book and cover designer.
solution_
I was in charge of laying out and paginating the inside content, which required working with the book’s editor, copy editor and even the student authors. Under 826 Valencia Design Director María Inés Montes, I co-art directed the book’s illustrator, assigning him illustrations based on the students’ work and guiding each drawing’s development. I also created the book’s cover concept and illustration.
PAGE
094
FIG_07
MARÍA
INÉS
MONTES
826
VA L E N C I A
MOUTHS
THE
OF
826
BABES
Q U A R T E R LY
PAGE
095
H O L LY
PAGE
LEACH
096
MFA
FIG_07
PORTFOLIO
SY N TA X
MARÍA
INÉS
MONTES
826
VA L E N C I A
MOUTHS
THE
OF
826
BABES
Q U A R T E R LY
PAGE
097
H O L LY
PAGE
LEACH
098
MFA
FIG_07
PORTFOLIO
SY N TA X
MARÍA
INÉS
MONTES
826
VA L E N C I A
MOUTHS
THE
OF
826
BABES
Q U A R T E R LY
PAGE
099
H O L LY
LEACH
MFA
stories
PORTFOLIO
SY N TA X
belong
to
r Ou
children light
r
and
ei
th
we
imagination
animate
wonder
r
ei
th
PAGE
100
FIG_08
HUNTER
fig_08 Forever Young
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
WITH
WONDER
Our stories belong to children; we light their imagination and animate their wonder.
FOREVER
YOUNG
PAGE
101
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
A cultivation and celebration of childlike wonder.
fig _ 08 Forever Young
challenge _
In the Nature of Identity course at Academy of Art, students were asked to overhaul a dead, dying or defunct brand. Each rebrand had to include a new logo and standards guide, as well as a detailed description of the products and services this company would offer under its new identity.
solution_
I chose Little Golden Books, a children’s book publisher that has become a passive player in children’s entertainment. I turned Little Golden Books into Golden Media, a company that entertains children and educates parents across several mediums — not just through books. Golden Media gives kids stories that can be read, told and lived. The company is committed to never losing touch with its inner child.
PAGE
102
FIG_08
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
103
H O L LY
PAGE
LEACH
104
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
105
H O L LY
PAGE
LEACH
106
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
107
H O L LY
PAGE
LEACH
108
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
109
H O L LY
PAGE
LEACH
110
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
111
H O L LY
PAGE
LEACH
112
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
113
H O L LY
PAGE
LEACH
114
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
PAGE
115
H O L LY
PAGE
LEACH
116
MFA
FIG_08
PORTFOLIO
SY N TA X
HUNTER
WIMMER
&
GASTON
YAG M O U R I A N
N AT U R E
OF
IDENTITY
ALIGHT
FOREVER
WITH
YOUNG
WONDER
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118
MFA
FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
_news(print) This is a thesis project to explore and reinvent the way we use and experience print news.
MFA
THESIS
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(you)
PORTFOLIO
Do
SY N TA X
become
slave
of
e th
t no
model
ur yo
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FIG_09
DAV E
fig_09 MFA Thesis
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
Do not become the slave of your model. — Vincent Van Gogh
MFA
THESIS
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
A reinvention of how we use and experience print news.
fig _ 09 MFA Thesis
challenge _
Graduate students in the School of Graphic Design at Academy of Art University were asked to identify a problem and solve it using graphic design. This project’s research, development and execution occurred over several semesters, culminating with a final presentation and thesis defense.
concept_
This thesis seeks to reshape the format and function of print news. It envisions a print product that provides deep and comprehensive communication of newsworthy information, completely rejecting the medium’s traditional role as a town crier of sorts. To achieve this goal, print must become a medium that is only utilized after news has developed beyond the standard eight-word headline. In other words, print will learn to take its time, and, in doing so, will positively contribute to the news media landscape.
MFA
THESIS
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backstory _
PORTFOLIO
SY N TA X
Today, news is nothing but a reaction. It’s a reaction to an event, which demands to be communicated to those affected. It’s a reaction to the 24-hour news cycle, which demands immediate notification and continuous reportage of events. It’s a reaction to the rise of scanners, which demands SEO headlines and 140-character limits. Today, news is nothing but a reaction to demand for facts immediately after they happen in formats that allow for quick comprehension. And that’s okay.
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FIG_09
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
opportunity _
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
Problems arise when communication doesn’t develop beyond that first, surface level dispatch of news. Without further inquiry, discussion and education, the collective knowledge never becomes more than a superficial understanding suitable for nothing more than water cooler conversation. Unfortunately, despite their dominance and popularity, television and internet news sources are ill-equipped to address this issue. Here is where print newspapers have the potential to thrive. The new definition of news has amplified one of their core virtues: to archive and commemorate significant news events. In this arena, television and Internet sources cannot compete with the authority and permanence of the printed newspaper.
MFA
THESIS
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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solution _
PORTFOLIO
SY N TA X
Inspired by the printed newspaper’s unique, untapped ability to extend the news cycle, the News(print) project was born. News(print) works to reinvent the way people use and experience print — and, by proxy, all — news. News(print) mends the continuity gap between the headlines and the history books. We solve confusion and sate curiosity. To fulfill this mission, News(print) has developed a framework for an extended and immersive news experience. Our content model services journalism that is complete and concentrated, giving readers an in-depth understanding of how it impacts their lives. To illustrate how this model would function in and contribute to the current news media landscape, News(print) has flushed it out using a real-world news item. While this illustration is hypothetical, it is hoped that all news organizations, from the New York Times to the Conway (New Hampshire) Daily Sun, would be able to apply its principles.
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FIG_09
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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PORTFOLIO
SY N TA X
TV SHOWS TOPHER WATCHES LIVE
MEET TOPHER
MOVIES TOPHER SEES IN THE THEATER
TV SHOWS TOPHER WATCHES TIME-SHIFTED OR STREAMS ON NETFLIX
_ He is a 39-year-old management consultant living and working in Chicago, Illinois. _ He grew up in a suburb of Chicago, where his parents and older siblings still live. _ He shares his two-bedroom apartment with his girlfriend of 10 years. They’ve talked about marriage, and even though they might walk down the aisle someday, it’s neither a priority nor a necessity in their partnership. _ He’s been using computers since he was 13, when his parents bought an Apple IIGS, but he didn’t have an e-mail address until he was a senior in college. _ He was an iPhone early adopter. He tried a Samsung Android instead of upgrading to the iPhone 3GS, but switched back when the iPhone 5 came out. _ His media consumption habits are customized to the content. For example, he watches event-based television and movies live. _ He enjoys shows like Mad Men and Veep, but he doesn’t stress if he can’t catch the latest episode until a few days after air.
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FIG_09
MOVIES TOPHER RENTS FROM REDBOX OR STREAMS ON NETFLIX
DAV E
WEBSITES TOPHER VISITS AT LEAST ONCE DAILY
G OT T WA L D,
PODCASTS TOPHER SUBSCRIBES TO
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
MAGAZINES TOPHER BUYS REGULARLY
BOOKS TOPHER READS ON HIS IPAD PEOPLE TOPHER FOLLOWS ON TWITTER
BOOKS TOPHER BUYS FOR HIS SHELVES
MFA
THESIS
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
audience _
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
NEWS(PRINT)
News(print)’s proposed products are not like those traditional of news sources, which attempt to serve the same, broad audience across mediums. Instead, News(print)’s content model targets a specific type of media consumer, both in terms of habit and personality. Enter Topher, a persona we’ve created to represent our target audience. Topher is constantly consuming information and doing so in a variety of formats: film, TV, radio, podcast, websites, Twitter, magazines, and books, for example. That’s not to say that he’s passive in his media habits; to Topher, it’s not just white noise that happens in the background. Instead, Topher makes educated and calculated choices about his information intake. When he sits down to experience something, whether it be a book, movie, TV show or live comedy show, he does so with total focus. It’s an event — a carefully constructed and curated experience.
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THESIS
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FIG_09
PORTFOLIO
SY N TA X
DAV E
G OT T WA L D,
CHRIS
RIGGS,
PHIL
HAMLETT
MFA
THESIS
MFA
THESIS
NEWS(PRINT)
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FIG_10
PORTFOLIO
SY N TA X
H O L LY
LEACH
MFA
PORTFOLIO
SY N TA X
words
and
e th
were
ct le se
Those
ed
works
of
Holly Leach
MANY
THANKS
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LEACH
MFA
PORTFOLIO
SY N TA X
A support system that is the reason these works exist today.
fig _ 10 Many Thanks
family_
Most of all: My father and mother, Fred and Teri Leach, who continually provided unconditional support and confidence in me. Especially: My sister and brother-in-law, Kirstin and Jon Siegler, who always championed my work. And, of course: My dog, Whistle, who has been content to spend the past four years nestled on my lap, wedged between my stomach and my desk. I love you as much as you love the way that patch of grass smells on page 047.
friends_
Especially: Raquel Roman and Stephen McKinney, whose phone calls kept me together when seemingly nothing else could. Also: Mary Kate Lowe, my first friend in this program, whose critique and companionship have been invaluable. And, of course: Emily Brock, Whitney Clark, Laura Donaldson, Andrea Falke, Joel Hawkins, Kristen Libero, Morgan Marcani, Emily Shields, Katie King Rumford and many, many more.
instructors_
Especially: Hunter Wimmer, whose professional, respectful guidance is a principle reason I’m here today. Also: Phil Hamlett and Mary Scott, who both valiantly helped me to get across this finish line. And, of course: Dave Gottwald, María Inés Montes, Laura Milton, Bob Slote, Chris Riggs, Michael Sainato and Gaston Yagmourian.
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FIG_10