Portfolio_Jayeeta by Jayeeta Kundu

{ Visibly Unnoticed } >>

sel ec t ed wor k s of jay ee ta ku ndu

a stat e of mind e x pr ession .

voices momen t s

r e a son

. .

in wa r d

a minim a l a est he t ic

emo t ion u n t ol d st or ies u nseen process a jou r ne y

>> WRITTEN A N D D ESIG NE D BY Jayeeta Kundu Website jayeetadesign.com Email / jayeetadesign@gmail.com Contact / 530.220.5998

>> ALL RIG HTS RESERVE D Copyright ÂŠ 2016 Jayeeta Kundu No portion of this publication can be used or reproduced without the prior wr itten consent from Jayeeta Kundu.

{ Visibly Unnoticed } >>

sel ec t ed wor k s of jay ee ta ku ndu

a stat e of mind e x pr ession .

voices momen t s

r e a son

. .

in wa r d

a minim a l a est he t ic

emo t ion u n t ol d st or ies u nseen process a jou r ne y

{ Preface

>> VISIBLY U N N OTICE D

Is a state of min d . A w ay of be ing. It i s the untol d stor ies. A minim a l a esthe t i c . The vo i ces unhea d . The un see n p rocess. Vi s ibly Unn ot i ced i s a jour ne y. . . .

00 } C ATEG O R Y/ pr in t

editor i a l concep t t y pogr a ph y pack aging il lust r ation br a nding iden t it y in t er activ e v isua l syst em ui / u x

M Y STO R Y/

It takes a mind quiet enough to appreciate muted beauty, courage not to fear the barren, willingness to accept imperfections, develop the ability to slow down, to shift the balance from doing to being, to reflect rather than respond. Visibly Unnoticed is my journey of finding these moments, the unnoticed things, underappreciated details, often subtle and unexpected, that draws people in and makes life beautiful. Much like the simple things in life, beautiful design is silent. It is subtle and invisible to the eyes but its absence scream at us. Great design aims to create a solution that blends in with peopleâ&#x20AC;&#x2122;s lives and works so well that it feels almost natural. My aim as a designer is to create impact without the unnecessary noise.

>> Selected Works

{ Table of Contents

00 } p 002

01/ AESTHETICS OF D EC AY Andrei Tarkovsky Film Festival >>

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0 2/ OR D ER OF CH AOS Mathematical Study of Dynamic Systems >>

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03/ SH A D O WS OF LIG HT Architecture and Light Exhibition >>

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0 4/ TR APPE D IN SPACE Claustrophobeâ&#x20AC;&#x2122;s guide to fear of confined spaces >>

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05/ IN HERITA N CE OF LOSS Unforgettable Stories of Life, Luck and Loss >>

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0 6/ CUT TO TASTE Exceptional Meals from Exceptional Ingredients >>

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07/ VOICE OF SILEN CE Power of Introverts in an Extroverted World >>

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0 8/ PAUSE TO RECO N NECT Redefining our Relationship with Technolog y >>

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0 9/ VISIO N FOR F UTURE Bar nes and Noble Rebrand >>

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10/ MFA THESIS > UPRIG HT Social-emotional lear ning for children

jay e e ta k u n du > se l ec t e d wor k s

v isi bly u n no t ice d

. .

l ife

sacr ifice deepest desir es fl eeting

memor ies nosta lgia

v isua l jour na l

destruction death spir it ua l it y

hum a ne

fr agil e r ev iva l

r efl ection nat ur a l

. .

mov ement evolu tion

time tempor a l it y

water

concep t ua l

r efl ection

poetry fate beau t y ruins loss fa ith fugue . . .

Andrei Tarkovsky Film Festival

{ Aesthetics of Decay

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INSTR U CTOR / H U NTER WIM M ER

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>> a e s t h e t ic s of dec ay

01 } C ATEG O R Y/ int egr at ed syst em

concep t pr in t photogr a ph y iden t it y pack aging en v ironmen t

D ELIV ER A B L ES/

int egr at ed syst em pr in t brochur e post er br a nd iden t it y ev en t col at er a ls product design pack aging design en v ironmen t in t er act iv e

OB JECTIV E/ A hypothetical film festival encapsulating the essence of Soviet filmmaker

Andrei Tarkovskyâ&#x20AC;&#x2122;s cinematic works through a consistent visual language and design deliverables working as cohesive and integrated system. STR ATEG Y/

Andrei Tarkovsky was a distinguished Soviet director known for his highly personalized and poetic films. Throughout his cinematic works themes of nostalgia, memory, loss, spirituality, and decay are explored in abstract, unconventional language. Aesthetics of Decay is about the unnoticed beauty in our impermanent human existence whether it is our material possessions, deepest desires, beliefs, or faith. I use water as a symbolic element to depict the natural cycle of evolution, decay and death. The festival is a visual journey of the filmmaker's works, ideas and beliefs in an intriguing and elegiac structure.

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a e s t h e t ic s of dec ay

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a e s t h e t ic s of dec ay

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a e s t h e t ic s of dec ay

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a e s t h e t ic s of dec ay

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Reconciling with existence amidst its imper manence

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a e s t h e t ic s of dec ay

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a e s t h e t ic s of dec ay

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00 ch a p t e r >

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Limited edition DV D pack and infor mational booklet

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a e s t h e t ic s of dec ay

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Festival Tickets >>

a e s t h e t ic s of dec ay

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essence of decay

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essence of decay

a e s t h e t ic s of dec ay

essence of decay

The essence is a reflection of Tarkovskyâ&#x20AC;&#x2122;s haunted soul: his search for spirituality, connection, Truth - exposed through the indelible images that inevitably define our own imperfect lives, however trivial or mundane.

essence of decay

180 ml. 4 fl OZ. Compound liquid

+ essence of decay An essence that reminds us of our search for spirituality, connection, truth exposed through indelible images that inevitably define our own imperfect lives, however trivial or mundane.

essence of decay

180 ml. 4 OZ. Compund liquid

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a e s t h e t ic s of dec ay

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a e s t h e t ic s of dec ay

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bu t ter fly effect

er ror .

expr essiv e

simul ation

m athem atics

fr acta ls

bal ance

l aws

expr essiv e unsta bl e

r ea l it y

r epetition str a nge at tr actors

del icate chaotic hum a ne

pat ter n

. .

dy na mic systems

nat ur e exper imenta l t y pogr a ph y inconsistent

w eather pr ediction chaos

r esponse v isua l jour na l

Mathematical Study of Dynamic Systems

{ Order of Chaos

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00 01

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>> CL ASS/ T YPE E XPERIM ENTS

TER M / FALL 2 014

INSTR U CTOR / K ATHRIN BL ATTER

04 05 06 07 08 09 10

>> or de r of ch aos

02 } C ATEG O R Y/ editor i a l

OB JECTIV E/ An interactive editorial for tablets that explore a scientific concept through

in t er activ e t y pogr a ph y exper imenta l concep t ua l

experimental typography in order to make a theoretical science concept simple, appealing and understandable. STR ATEG Y/

D ELIV ER A B L ES/

int er act iv e brochur e

Chaos Theory or otherwise known as the Butterfly effect is a field of study in mathematics that attempts to understand the behavior of dynamic systems, highly sensitive to their initial conditions. The main principle of the theory suggests that minute alterations in a system repeating over a large period of time can lead to massive interruptions, creating chaos. Order of Chaos uses experimental typography and mathematical line graphs to understand the principles, causes and effects of this theory and experience the patterns and movement in nature and life, things that otherwise seem unpredictable, abstract and mysterious.

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or de r of ch aos

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ch a p t e r >

or de r of ch aos

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ch a p t e r >

or de r of ch aos

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or de r of ch aos

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ch a p t e r >

or de r of ch aos

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. for ms

. a rchitect ur e

geometry

. l igh t ba l a nce l ines

il lusions evolv ing

inv isibl e sources m ass space er ror expr essiv e

v ision

r ea l it y

percep tion

del icate

touch l ightsca pes

fluid

lucid .

v iv id

enha nced

tr a nspa r ent

exhibition promotiona l

Architecture and Light Exhibition

{ Shadows of Light

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00 01 02

ch a p t e r >

>> CL ASS/ T YPE E XPERIM ENTS TER M / FALL 2 014

INSTR U CTOR / K ATHRIN BL ATTER

04 05 06 07 08 09 10

>> sh a dow s of l igh t

03 } C ATEG O R Y/ t y pogr a ph y

thr ee dimensiona l h a ndm a de promot iona l pr in t exper imenta l a rchit ect ur e l igh t il luminated

OB JECTIV E/ A series of three typographic posters to promote a hypothetical architec-

ture exhibition that represents the concept of the event through single words and handcrafted letterforms. STR ATEG Y/

Architecture and light share an intimate relationship. Vision enhanced by light helps us perceive a space, in its form, color, texture and dimensions. Liminal Spaces is an exhibition that explores these invisible light sources that render spaces and create illusions to transform our perceptions of

D ELIV ER A B L ES/

h a ndcr a f ted l et t ers post ers

mass, touch and reality. The letterforms were created with transparent materials, like glass plates, plastic straw and acrylic paper illuminated through natural and artificial lighting to capture the unseen role of light in creating fluid lightscapes, lucid forms and vivid illusions.

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01 00

02 01

003 02 ch chaap ptteerr>>

03 04 04 05 05 06 06 07 07 08 08 09 09 10 10

>> >>

sh shaadow dowss of of lligh ightt

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ch a p t e r >

sh a dow s of l igh t

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ch a p t e r >

sh a dow s of l igh t

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ch a p t e r >

sh a dow s of l igh t

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a nxiet y

space

phobia

medica l

ther a py

persona l space too close tr a pped

psychology chok ing

jour na l

fea r expr essiv e

smother ing .

crow d

t unnel hum a ne

unsta bl e emotion

expr essiv e

cl austrophobia

del icate chaotic

br eathe

da r k

confined hope el evator

notes persona l v isua l jour na l

Claustrophobeâ&#x20AC;&#x2122;s g uide to fear of confined spaces

{ Trapped in Space

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00 01 02 03

ch a p t e r >

>> CL ASS/ T YP O GR APH Y 3 TER M / SU M M ER 2 01 5 INSTR U CTOR / ARIEL GRE Y

04 05 06 07 08 09 10

>> t r a p p e d i n space

04 } C ATEG O R Y/ editor i a l

pr in t concep t exper imenta l t y pogr a ph y h a ndw r it ten il lust r ation

D ELIV ER A B L ES/

coffee ta bl e book w ebsit e book m a r ks

OB JECTIV E/ A conceptual coffee table book that illustrates a natural science concept

through experimental typography and communicates very complex and multiple levels of information through a narrative. STR ATEG Y/

Claustrophobia, the fear of confined spaces is an anxiety disorder that affects the lives of many. Smothered, is a personal, first hand approach to narrate this extreme phobia through untold stories from the phobicsâ&#x20AC;&#x2122; journal and their medical notes from therapy. I use the space of the page to express the concept through tightly justified columns, trapped images in text, closely cropped abstract visuals and short sheets. Overprinting, and handwritten notes are used to express the mental chaos, darkness and anxiety. By providing both the irrational and logical aspect of a phobia, I attempt to make the condition understandable and humane.

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t r a p p e d i n space

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t r a p p e d i n space

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P G 4 2

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t r a p p e d i n space

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t r a p p e d i n space

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fiction

evok e .

expr essiv e

na r r ativ e

satir e

emotion empath y

struggl e editor ia l

harsh r ea l it y tr agedy pov ert y

brok en hel pl ess

modest del icate . .

l ife fate loss

quest

socia l

hum a ne t y pogr a ph y

surv iva l

inconsistent minim a l

y ea r ning m ystery handwr it ten cov er

Unforgettable Stories of Life, Luck and Loss

{ Inheritance of Loss

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TER M / FALL 2 01 3 INSTR U CTOR / A N D RE W LOESEL

05 06 07 08 09 10

>> i n h e r i ta nce of l os s

05 } C ATEG O R Y/ editor i a l

in t er activ e t y pogr a ph y exper imenta l concep t ua l h a ndm a de

D ELIV ER A B L ES/

book cov ers

OB JECTIV E/ A series of three typographic book covers representing a re-issue from a

publisher. The chosen novels were, House for Mr. Biswas by V.S Naipaul, Book Thief and I am the messenger by Markus Zusak. STR ATEG Y/

The selected novels have an underlying theme of human quest and yearning for survival against fate and loss. Written under the backdrop of different socio-economic and political conditions, all three stories share a tone of satire and dark humor, yet feel positive and hopeful. The front covers were created to give away a little bit of the story that continues on the back, providing an additional layer of interest. I took a minimal approach to reflect the simple and modest lives of the characters, through a muted color palette, hand-rendered type and a single element of photography to add mystery and evoke an emotional connection.

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i n h e r i ta nce of l os s

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hea lth y

consumers gol den gate meat mea l

str ategy v isua l v er nacul a r

orga nic

meat

ga me meat

exper ience

ingr edients

food

honest

expr essiv e

bol d

sel ection dir ect tr a dition bu tcher

bu tcher m a r k et

brok en

meat shop

tex t ua l

trust worth y

loca l tast y

infor med

communication consumers

br a nding v isua l system t y pogr a ph y

Exceptional Meals from Exceptional Ingredients

{ Cut to Taste

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TER M / SPRIN G 2 014 INSTR U CTOR / H U NTER WIM M ER

06 07 08 09 10

>> c u t t o ta s t e

06 } C ATEG O R Y/ br a nding

v isua l syst em editor i a l t y pogr a ph y pack aging promot iona l

D ELIV ER A B L ES/

br a nd logo post ers mult ipage brochur e promot iona ls m a r k et ing col at er a l s products pack aging

OB JECTIV E/ A cohesive brand system and design deliverables recreated from a hand-

written sign with at least three levels of information by expanding the intended meaning and leveraging a visual vernacular. STR ATEG Y/

The chosen sign was from Golden Gate meat company, a traditional butcher shop located in San Francisco, urging customers to buy game meat from their large selection of meats without the trouble of hunting. The intentions of the sign were expanded to promote the shopâ&#x20AC;&#x2122;s high quality meat, unique selection of ingredients and services. Leveraging the visual vernacular of a traditional butcher shop I created a rustic, honest, and informative brand that believes in high quality and healthy living. The deliverables share a muted palette, raw craft paper, and appetizing imagery that promises to turn a tasty meal into an unforgettable experience.

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c u t t o ta s t e

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c u t t o ta s t e

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c u t t o ta s t e

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c u t t o ta s t e

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c u t t o ta s t e

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c u t t o ta s t e

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persona l it y int rov ert sol it ude quiet

exper ience

sil en t

expr essiv e

ex trov ert ou tgoing communication

societ y at tr activ e

orga nic

hea lt h y

ch a r ming energy

psychology

m agnetic

biology perspectiv e understa nding

emotion

r ev el ation

. honest .

voice

minim a l v isua l syst em t y pogr a ph y

Power of Introverts in an Extroverted World

{ Voice of Silence

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TER M / SPRIN G 2 014

INSTR U CTOR / A NTH O N Y JAG OD A

ch a p t e r > 07 08 09 10

>> voice of si l e nce

07 } C ATEG O R Y/ br a nding

editor i a l in t er activ e t y pogr a ph y concep t ua l societ y

D ELIV ER A B L ES/

concep t ua l book

OB JECTIV E/ A conceptual book that attempts to express a complex topic through

typography, incorporating multiple typographic voice and connecting it through cohesive type systems. STR ATEG Y/

The voice of an Introvert in a seemingly extroverted world is a personal take on our society that has adopted a cultural ideal in which the louder and bolder individuals are valued over the quieter and reserved ones. This book is poetic and focusses on the value of solitude. It explores the equal role of introverts and extroverts in our society. I used blurred yet beautifully subtle colored photography, minimal aesthetics and small structured type to express the introvert voice while extroverts are introduced as the loud and bold counterpart that provides the conceptual contrast of the two very different temperaments in the narrative.

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voice of si l e nce

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digita l connection

a ddiction

socia l

technology consta nt . .

thought provok ing

il lusion exca pe

connectiv it y

hea lth

v irt ua l bol d

probl em

fast

distr action .

edgy

scr eens

best bits

psychology

voice

expr essiv e bol d

dir ect

control

connected tr endy

inside

deep

cause mindful t y pogr a ph y br a nding v isua l system infor med

r ethink

r el iv e

pause

emotiv e

r estor e

. . .

r econnect r ev iv e br eathe

Redefining our relationship with technology

{ Pause to Reconnect

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TER M / SU M M ER 2 014

INSTR U CTOR / D AVID H AK E

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08 } C ATEG O R Y/ br a nding

editor i a l in t er activ e t y pogr a ph y pack aging promot iona l

D ELIV ER A B L ES/

logo post ers promot iona l m ater i a l products pack aging brochur e

OB JECTIV E/ A hypothetical brand that attempts to address a social problem through

a conceptual design solution and multiple design deliverables that range from informational, retail and promotional materials. STR ATEG Y/

Our digital lives dominate our personalities and relationships, slowly taking us away from each other with an illusion of virtual companionship. I created the brand Pause to inspire and empower people who seek balance in their digital lives to relax, reflect, and reconnect. I combine two vastly contrasting aspects, the swift, bold, bright and edgy graphics of technology with the deep, neutral, and emotive photography of human connections, to show how our constant digital distractions affect our quality of life. Pause provides information, tools, and opportunities to disconnect and lead more mindful, and meaningful lives.

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00 01 02 03 04 05 06 07

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pau use pause pause

P A U S E

PA SE

pa u se pa u se

pause P A U S E

P A U S E

P A U S E p147

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jay e e ta k u n du > se l ec t e d wor k s

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. .

education

you th

str ategy

v irt ua l r ea l it y

nex t gener at ion

int er act iv e

explor ation

books exper ien t i a l technology

exciting immersiv e engaging

fu t ur e

wor l d

persona l customized k now l edge act iv e a dva nced in t er face

space pl ay

products

cr eativ e inclusiv e l essons

im agination

v ision voice

dev elopmen t

. br a nding

communication consumers

promotiona l ex tensions

Barnes and Noble Rebrand

{ Vision for Future

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08 } C ATEG O R Y/ br a nding

editor i a l in t er activ e t y pogr a ph y pack aging promot iona l

D ELIV ER A B L ES/

r ebr a nding mission cr eat iv e br ief br a nd iden t it y stat ionery business syst em pack aging w ebsit e

OB JECTIV E/ A rebranding project that aims to identify the essence of a dying or

defunct brand and transforming it into a completely new direction while staying true to its soul. STR ATEG Y/

Barnes and Noble operated the largest chain of bookstores in the United States revolutionizing bookselling by introducing giant, supermarket style stores. The soul of the brand was to explore and extend the world of knowledge. In order to stay relevant in an increasingly tech-driven future my mission for the new Barnes and Noble was to create a learning environment that is immersive, interactive, virtual and highly personalized. The new mark symbolizes an inviting learning space where embodiment is secondary to information access. The new brand, products, and services prepares the next generation to actively engage with our future world.

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adult

preteen

SPACE

S TORE

LAB

SER V ICE S

RE S OURCE S

S OCI A L

early childhood

toddler

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“You can’t educate the mind without educating the heart” —A r istot le

Social emotional learning for children

{ MFA Thesis

10 }

jay e e ta k u n du > se l ec t e d wor k s

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. .

education

ch a r acter

pat ience

empath y

v irt ues sel f awa r eness

emotion

sel f esteem gr it r esil ience

r esponsibil it y l ea r ning st r engt hs

success

w ea k ness

chil dr en t emper a men t k now l edge act iv e ca r e

fun

persona l it y

pl ay

feel ings

cr eativ e emot iona l intel l igence l essons

im agination

h a ppiness voice

dev elopmen t

. br a nding

communication ca r egiv ers

promotiona l fu t ur e

Stand Tall for Good

{ MFA Thesis: Upright

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10 } C ATEG O R Y/ education

OB JECTIV E/ A Master’s Thesis project is a year long exploration of a chosen topic that

r esea rch br a nding st r at egy editor i a l in t er activ e t y pogr a ph y pack aging promot iona l

identifies a problem in the world around. The purpose of the thesis is to find ways that graphic design can be used to address the problem and implement a possible solution that demonstrates unique design thinking. This includes a variety of in-depth research techniques, strategies, explorations, development and execution of deliverables. TO PIC/

D ELIV ER A B L ES/

st r at egy br a nding iden t it y editor i a l promot iona l pack aging in t er activ e

In my thesis journey, I was intrigued by the role of emotions and strength of character in children’s academic and life success and explored tools that parents and caregivers can use to teach these crucial life skills to their early elementary age children and help them lead happy, healthy and very successful lives. Introducing Upright —Stand tall for good!

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Empowering parents and caregivers with tools necessary to implement social-emotional learning.

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For Moms and Dads

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A series of workbooks for children to develop each crucial character skill

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PROFILE

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BADGE BOX

Step 01 / SELECT AVATAR

MAIN USER FLOW / GAME SECTION

BUDDY

Step 02 / SELECT ADVENTURE

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PARENTS

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An educational game app that builds character skills through narrative play

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{ Thank You }

>> TO M Y FA MILY Mom, Dad, and Prantik for the unconditional love and support. Thank you for believing in me and g iving me the strength to achieve my goals. I love you. TO M Y CL ASS M ATES Amal, Alberto, Adriana, Hugo, and Hillar y for being in this jour ney with me and sharing all the crazy moments. This jour ney wouldnâ&#x20AC;&#x2122;t have been possible without friends like you. TO M Y INSTR U CTORS Especially Mar y Scott, Phil Hamlet, Hunter Wimmer, David Hake, Kathrin Blatter, Dave Gott wald, Andrew Loesel, and Scott Rankin, for inspir ing me, g uiding me and pushing me to be where I am today. p237

Selected Works of Jayeeta Kundu >> WRITTEN A N D D ESIG NE D Jayeeta Kundu Website / jayeetadesign.com Email / jayeetadesign@gmail.com

PRINTER Graphic Imagery

Contact / 530.220.5998

396 Forbes Blvd, South San Francisco.

PH OTO GR APH Y

BIN D ERY

Jayeeta Kundu

Cardoza and James Binding

Prantik Bhattacharyya

2325 3rd St. Suite 221, San Francisco.

SCH O OL

PAPER

Academy of Art University

100# Mohawk Text

The School of Graphic Design 79 New Montgomery Street, San Francisco, California. INSTR U CTOR Mary Scott T YPEFACES Orator Std Medium Aldus Lt. Std Roman / Italic Mrs. Eaves Small Caps Lekton Regular

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