Emotion x Logic Selected Works of Juliana Serejo Galeotti by Juliana Serejo Galeotti

EMOTION X LOGIC

SELECTED WORKS OF JULIANA SEREJO GALEOTTI

Introduction S E L E C T E D WO R K S

00/ TITLE /

Emotion x Logic

CONCEPT /

Finding the balance between emotion and logic when dealing with design is a constant challenge for many designers. Some don’t think at all about it, while for others it plays a big part in their creative process. I’m one of the latter. DETAILS /

During the 3 years of my master’s design education, I’ve gained considerable knowledge on a myriad of skills and tools that a graphic designer should possess. The training that I’ve received has prepared me to be a precise thinker, researcher, and a better problem solver. More important, it has helped me realize that design, no matter its area of practice, should strive to improve the human condition. I believe this can be done by embracing and celebrating human nature, and at the same time implementing a successful design strategy. This is my on-going challenge, the constant tension of these two opposing forces in creative work. Each project in this portfolio is aimed at showcasing both of these extremes applied in design. Thus proving that both areas can collaborate in creating a more holistic approach to design.

C O LO P H O N /

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the permission of Juliana Serejo Galeotti.

D E S I G N C O N TA C T /

Phone: 415.770.8276 E-mail address: juliana.s.galeotti@hotmail.com Website: www.julianagaleotti.com Title of Selected Works: Emotion x Logic Academy of Art University 79 New Montgomery, San Francisco, CA School of Graphic Design Class: MFA Portfolio Instructor: Mary Scott SPECKS /

Paper Stock Matte, 100lb Photography Lighthing_AAU Photography Studios Printing and binding_Blurb.com Creative Commons Photos_Google Images, Pexels, and Unsplash Typefaces_Plume, Univers, Yrsa Software_Adobe Creative Suite, Live Surface Camera_Nikon D700, 18-105mm Lens Photography_Juliana Serejo Galeotti & Ivilson Luciano

Table of Contents S E L E C T E D WO R K S

00/ INTRODUCTION /

Emotion x Logic Concept Details

02_03

PROJECT ONE /

A Positive Impact on Society

06_07

PROJECT TWO /

Speed Dating Love Story

18_19

PROJECT THREE /

A Designerâ&#x20AC;&#x2122;s Conference

32_33

PROJECT FOUR /

A New Future for Billabong

46_47

PROJECT FIVE /

Ceramics and Typography

68_69

PROJECT SIX /

Maker Girl Power

78_79

PROJECT SEVEN /

A David Fincher Film Festival

98_99

PROJECT EIGHT /

Workshop Girls

126_127

ble a n i a t s u S ogy l o n h Te c

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A Positive Impact on Society PROJECT ( FOUR )

_ Brand _Interactive _Print

01 /

TITLE

OBJECTIVE /

Canon CSR Report 2017

Choose a company/organization that operates in a field that interests you and re-design their already existing Corporate Social Responsibility Report.

CLASS

Type Systems DAT E

Spring 2016 I N S T R U C TO R

A P P R OA C H /

John Nettleton

Being one of the industry’s first company to begin recycling products, Canon’s main objective is to implement strategies that promote enriched life-style to its consumers and at the same time preserve the environment.

AU D I E N C E

Stakeholders, photographers and technology consumers KEYWORDS

With Canon’s mission statement in mind, the concept of their CSR Re-design was “Technology and Nature”, the harmony that can exist between ourselves, others and nature. The aim was to portray a Canon that invests in clean technologies and strategies that can improve human life.

Information, technology, nature T Y P E FA C E

Museo Neutraface Text DELIVERABLES

Multi-page CSR Report Visual Standards Guide

PROJECT 01

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PROJECT 01

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“Every once in a while, a new technology, an old problem, and a big idea turn into an innovation.” — Dean Kamen (American Inventor)

PROJECT 01

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PROJECT 01

A mo d love ern stor y

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Speed Dating Love Story P R O J E C T ( T WO )

_Infographics _Print

02 /

TITLE

OBJECTIVE /

The Reinvention of Time

Choose an event that can be traditionally measured in hours, minutes and seconds. Rethink the idea of time, by creating a new format and system of measurement for this event.

CLASS

Visual Literacy DAT E

Fall 2015 I N S T R U C TO R

A P P R OA C H /

Hunter Wimmer

To think of a new format and system to be able to measure time was very challenging at first, but became increasingly fun as we were allowed to think completely â&#x20AC;&#x153;outside the boxâ&#x20AC;?.

AU D I E N C E

Information designers, graphic designers, romantics, and story lovers

A big part of this project revolved around telling a captivating story that most of us could relate to, finding love. Also, by initially choosing numbers of drinks as an unconventional time measurement, this project focused on the concept of finding a romantic partner during a Speed Dating event.

KEYWORDS

Infographics, time, and storytelling T Y P E FA C E

Avenir Vanilla Shot DELIVERABLES

Interactive Time-line

PROJECT 01

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PROJECT 01 01 02 02 03 03 04 04 05 05 06 06 07 07 08 08 PROJECT

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“Sometimes the heart sees what is invisible to the eye.” — H. Jackson Brown, Jr. (American Author)

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C r e a t iv e M in d s

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A Designers Conference PROJECT ( THREE )

_ Brand _Environment _Print _Web

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OBJECTIVE /

Circles Design Conference

Choose an existing conference in the field of design and create the conferenceâ&#x20AC;&#x2122;s materials.

CLASS

Type Systems DAT E

Spring 2016 I N S T R U C TO R

A P P R OA C H /

John Nettleton

Circles Conference is a three-day design and developments conference that aims to bring together designers from distinct areas together and inspire them by providing experiences to enhance their creative minds.

AU D I E N C E

Designers of all areas KEYWORDS

Conference materials, experience, and creativity

Unlike other design conferences, Circles prides itself on having a more intimate approach focused on human connection and community. Choosing to carry forward this unique aspect of the conference, this project focused on showcasing and celebrating designers and the exploration of their own creative process.

T Y P E FA C E

Proxima Nova DELIVERABLES

Poster Tickets Identity System Signage Program Schedule Name tag Mobile application

PROJECT 01

Class Syllabus Directions: Design the conference material fro a hypothetical or actual design conference

Conference Exploration

When the time came to choose a conference for this project, I starte research on conferences that weren’t directly in the field of graphic design, like interior design and textile design.

However, after some online research it seemed I couldn’t’ find any o in those areas that seemed worthy of a design exploration. So I wen back to looking at graphic design conferences. I came across 3 potential conferences for the project:

GRAPEVINE

Designers + Geeks

Circles Design Conference

Eyeo Festival

From those 3 the chosen one was:

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Circles Design Conference

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September 7-9 circlesconference.com/#divAbout

ed c

one nt

2016

Circles Conference is a three-day experience for you, the creative. The conference brings designers and makers from across the globe together for the dual purpose of learning from world-changing thinkers and connecting with one another. The conference creates a sp ace wh ere you wi l l be chal l enged to push yourself in the creative process, inspired by others who are thriving in the creative industry, empowered with resources and practical tips to help you pursue excellence.

J E S S I C A WA L S H ALLAN PETERS

M I C A H DAV I S LU K E S TO C K DA L E

AS H L E I G H A X I O S M I K E Y B U RTO N

BROOKE & TYLER EIDE SEAN MCCABE

M A RY K AT E M C D E V I T T J O S H UA B L A N K E N S H I P

PROJECT 01 01 02 02 03 03 04 04 05 05 06 06 07 07 08 08 PROJECT

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“Creative thinking inspires ideas, while Ideas inspire change.” — Barbara Januszkiewicz (American Actress)

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ce n e eri doors p x E ut o the

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A New Future for Billabong PROJECT ( FOUR )

_ Brand _Environment _Interactive _Photography _Print _Web

04 /

TITLE

OBJECTIVE /

A New Future for Billabong

Pick a dying brand and bring it back to life with a complete re-branding and fresh design strategy, while still remaining true to its original brand soul. Making use of audience, conceptual, historical, marketing, and visual research analyze the potential future audiences and design the new brand’s futuristic vision. Helping Billabong in this way to transform itself.

CLASS

Nature of Identity DAT E

Fall 2017 I N S T R U C TO R

Hunter Wimmer AU D I E N C E

Kids, teens, and adults of different backgrounds

A P P R OA C H /

Billabong’s re-branding concept was “being in the right place, at the right time to get connected with nature.” Based on this, the approach to this project was to create a simple but holistic identity system that expands from the boardshorts sector to a new one focused on social and personal growth.

KEYWORDS

Re-branding, strategic forseight, experience, nature T Y P E FA C E

Gotham Plume DELIVERABLES

Visual Strategy Guide Visual Development Guide Visual Standards Guide

PROJECT 01

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“It is all about keeping it simple, finding the right people, having good product, that’s critical.” — Gordon Merchant (Billabong Founder)

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PROJECT

Unu Ty p s u a l ogr aph y

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Ceramics and Typography PROJECT ( FIVE )

_ Photography _Print

05 /

TITLE

OBJECTIVE /

Ceramics and Typography

Design a series of three posters for a hypothetical architecture conference that represents the concept of the event using single words that are handcrafted and handmade letterforms.

CLASS

Experimental Typography DAT E

Fall 2016 I N S T R U C TO R

A P P R OA C H /

Kathrin Blatter

Clay has been used in architecture and construction for many years but has always been seen as a secondary element despite its great importance. However ceramics is now experiencing a revival in architecture and its special charms are being rediscovered, more specifically is ability to take any shape, the casting of mysterious shadows, and itâ&#x20AC;&#x2122;s huge ornamental potential. This projectâ&#x20AC;&#x2122;s concept explores exactly that, to showcase the different usage and facets of ceramics through typography.

AU D I E N C E

Typographers, architects, and ceramists KEYWORDS

Typography, handmade, experimental T Y P E FA C E

Gotham

Thus the posters are categorized by common applications of ceramics in both architecture and construction: 1. Construction & Building: Ceramic blocks 2. Indoors Residential: Bathroom utilities and 3. Indoors Residential: Mosaics for decoration.

DELIVERABLES

Architecture Posters Handmade Letterforms

PROJECT 01

GR 613 Type Experiments Creative Brief Architecture Posters/Animation Topic: Ceramics Juliana Serejo Galeotti

1. Project: Architecure Posters/Animation

1.1 Background: Ceramics are classified as inorganic and nonmetallic materials and it’s all around us. The categories that it falls in plates, glass, and toilets. It can also be found in products like watches, snow skies, automobiles, phone lines, spa ances and airplanes, as well as serve as electrically conductive materials. It typically demonstrate excellent stre properties, but can however be brittle. Ceramics are generally made by taking mixtures of clay, earth elements, and shaping them. Once it has been shaped, it is fire in a kiln. Often, they are covered in decorative, waterproof glazes. ( http://depts.washington.edu/matseed/mse_resources/Webpage/Ceramics/ceramics.htm ) 2. Purpose of the CI Intentions: I: Visually portray typography experiments using architectural components II: Visually communicate the range of possibilities that exist in executing typographic projects II: Raise awareness to the presence and importance of Ceramics in architectural spaces

2.1. Thesis Statement: After researching possible materials in Architecture that could be used in the project, I came across Ceramics. topic of great importance that doesn’t get the attention it deserves, remaining “relatively unstudied and discuss able to use typography in a visually engaging way to not only showcase the beauty of ceramics in letter-form, bu ness to it’s importance and usage. 2.2. Audience: - Type and Graphic Designers - AAU (Academy of Art) Students - Architects and Interior Designers Keywords: 3D, architecture, typography Ideas on Execution: Mosaics for decoration (indoors residential) Ceramic blocks and/or Ceramic Constructions, like Adobe Houses and etc (construction & building) Ceramic objects integrated with Lighting (outdoors commercial)

Design Objective: Establish a conceptual and 3D typographical experiment, with focus in the area of Architecture. Will be used as to advertise the event: 47th Congress and General Assembly of the International Academy of Ceramics - Ceram and Public Space Word Suggestion: Decor, Build, Glow (or Shine) Format: 3 posters, minimum size of 18x24 with vertical orientation or 2 short videos

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nto are tile, bricks, ace shuttles, appliength and hardness , powders and water f, substances called

It seems to be a sedâ&#x20AC;?. I hope to be ut also raise aware-

s a visual component mics in Architecture

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Em p our ower gir ing ls

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Maker Girl Power PROJECT ( SIX )

_ Brand _Environment _Print _Web

06 /

TITLE

OBJECTIVE /

Maker Girlz

Choose a design problem that could be solved through the use of a mobile app and create a wellconsidered, mobile, on-screen, user experience.

CLASS

Nature of Interaction DAT E

Spring 2017 I N S T R U C TO R

A P P R OA C H /

Sarah Seward

DIY (Do It Yourself Activities) and the Maker Movement is encouraging people of all gender, ages and backgrounds to build something with their own hands. However, recent studies have shown that teen girls are not receiving as much encouragement to participating in Making as their male peers, mostly due to safety concerns and mobility issues. In order to help solve this problem a design of mobile application that can offer Maker tutorials and support to these young girls was proposed.

AU D I E N C E

Teenage girls, Female Makers and instructors KEYWORDS

APP design, Maker Movement, tutorials T Y P E FA C E

Caecilia LT Std Avenir Next DELIVERABLES

Mobile Application

PROJECT 01

GD 3

Spring 2017

Juliana Serejo Galeotti

ID 02484895

DESIGN BRIEF: GIRL MAKERS

I AM BUILDING: (What it is)

An app to encourage teenage girls to engage in more hand become fearless Makers and learn a craft. Teenage girls fac ties than their younger peers when it comes to engaging in app will aid in providing more opportunities. The app will p tion on the Maker movement and Make culture, as well as sp projects and possible career paths. Showcasing inspirationa out in the world and by providing a mentorship program.

FOR: (Who it’s for)

The Maker Movement has influenced a new wave of produc based, in which anyone can make and build their own thing invited to participated, independent of age, race, or gender on Intel’s Maker Movement Report of 2014 it seems that old high-school and up) aren’t being engaged as much as their in these activities.

Due to this, the target market is primarily teenage girls (13all backgrounds. For now it will focus on American based in with the possibility of growing international.

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IN ORDER TO: (Value provided)

This app will aid teenage girls to not miss out in the joys of them be able to learn a craft or skill they would’ve otherwis contact with, aid in growth mindsets, break gender and age increase the girls career opportunities, empower then, prov hoods and opportunities and provide them with a possible economic progress.

BY: (How it does it)

Users will gain overall knowledge on the field of making and information presented on the app, as well information on su makers. This will allow the user to form a emotional and vis with the act of making and the professionals in the area. On tures of the app will be of basic learning while playing a ga users learn simple movements and logic needed to perform tasks, as well as help identify different materials and tools f Another feature will be a safety information game on how t and procedures when performing certain activities. There w chance to view tutorial videos, order a Starter Kit to put the learned to test, contact an on-line or on-site instructor, trac on the projects and activities and the possibility to meet ot begin a collaborative project.

AT A TIME WHEN: (Tech/trend that makes this service possible)

The Maker Movement has recently encouraged many individ their creativity and be able make their own objects and DIY projects, by providing easy access to tools and materials th restricted to a small group of people.

SELECTED WORKS OF JULIANA SEREJO GALEOTTI

ds-on activities, ce more difficuln Making and this provide informapecific activities, al female Makers

ction that is selfgs. Everyone is r. However based der girls (from r younger peers

-19 years old) of ndividuals, but

making, help se not have any e stereotypes, vide better livelifuture financial

d craft by the uccessful female sual connection ne of the feaame, this will help m certain making for each task. to use the tools will also be a e knowledge ck your progress ther girls to

duals to explore Y (Do It Yourself) hat once were

PROJECT 01

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“There is no limit to what we, as women, can accomplish.” — Michelle Obama ( Former 1st Lady of the United States)

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OVERALL INFO & PROFILES Provides users with updates on their recent activities, on-going projects and current goals. As well as alerts for upcoming events and available instructors that can help in any specific activity or project.

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PROJECT 01

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MAKER ACTIVITY TUTORIAL Offers project tutorial videos that can be paused and saved at any time, as well as an update feed, preparation list, feedback from instructor, and sharing options for social media. A safety alert pops up before the beginning of every tuorial and a new project recommendation option appears at the end.

PROJECT 01

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Pa i n f Diss ul olut ions

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A David Fincher Film Festival PROJECT ( SEVEN )

_ Brand _Interactive _Photography _Print _Video _Web

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TITLE

OBJECTIVE /

Dark Scars

Design a hypothetical film festival based on a director and his or her work. Discover a thread that commonly appears throughout the directorâ&#x20AC;&#x2122;s films and conceptualize it into the visual system that will make up the festival.

CLASS

Integrated Communication DAT E

Spring 2017 I N S T R U C TO R

A P P R OA C H /

Hunter Wimmer

Constant reminders of pain and instability push people to do horrible things in the films of David Fincher. This encapsulates the essence of Fincherâ&#x20AC;&#x2122;s movies, we are all capable of doing bad things and what determines these evil actions are the circumstances and extremes we are put through. He tells the stories of those who have lost their minds, their balance, their safety and as a result, become bad people who end up doing atrocious things. Fincher revels the workings of twisted minds and reminds all of us, that we too can become that person.

AU D I E N C E

Psychologists, suspense film enthusiasts KEYWORDS

Disturbed, Pain, Instability, Stress T Y P E FA C E

Glegoo Raleway DELIVERABLES

Poster Series Catalog Dvd Packaging Dvd Booklet Soundtrack Tickets Identity System Schedule Ads Website

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“I don’t think any place is safe once you bring human nature into it.” — David Fincher (American Director)

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M FA D esign Thes is

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B r e a k in g s Stereotype

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Workshop Girls PROJECT ( EIGHT )

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TITLE

OBJECTIVE /

Workshop Girls

Raise awareness to the gender gap and age gap problem in the Maker Movement and try to solve it by introducing teenage girls to Making and to possible unknown career paths.

CLASS

Thesis DAT E

Spring 2017 â&#x20AC;&#x201C; Spring 2018 I N S T R U C TO R

APPROACH /

Phil Hamlett, Wioletta Kamisha, John Nettleton, Carolina de Bartolo

A non-profit named Workshop Girls with the goal of exposing female teens to the Maker Movement and the possibilities and benefits of Making. Thus providing them self-assurance, better livelihoods and economic progress.

AU D I E N C E

Teen girls, Female Makers, parents and educators

Although there are many skilled female artists and professionals in the areas of engineering, mechanics, welding and more, there is still an overall shortage that derives from cultural bias, prejudice, safety misconceptions, lack of money and mentorship. Not to mention as well lack of information and also access to tools and materials. To try and solve this issue, the concept of Workshop Girls was created.

KEYWORDS

Engage, Empower, Change T Y P E FA C E

Bebas Neue Caecilia LT Std Avenir DELIVERABLES

Website Book Poster Truck Uniform Video Project Worksheet

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Topic Area

Audience

Female Makers

Teenage girls between the age of 13-19 with different source of incomes and cultural backgrounds

Outcome

A non-profit n with the goal Maker Movem benefits of Ma self-assurance nomic progre

Problem/ Insight

How to expose the girls & let them know they can be a female Maker?

Women connect better when they work work in groups.

Solution

Credible visual representation of Real Female Makers

Safe & accessible workspace to encourage female friendship and partnership

Deliverable

Fearless Heroines

Grrrl Power Maker Truck

“My Hero is a Woman”

“Girls Empowering Girls”

Video Series on Female Makers in the field.

Provide short length activities and Maker projects using the Maker Truck.

_ Video Series on Female Makers in the field

_Maker Truck _Project Worksheet

_ Main Girls In The Workshop Website (Houses all deliverables)

_Uniform gear

_ Posters Series Adverts _ Social Media (Exhibits all deliverables)

Thesis 02 — Deliverable Strategy Chart

Spring 2018

Juliana Serejo Galeotti ID: 02484

Within, show the girls what they can become

ne Within the Maker — Bold, Agitated (Movement), Powerful, Colors

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named Girls in The Workshop of exposing female teens to the ment and the possibilities and aking. Thus providing them e, better livelihoods and ecoess.

How to keep the girls interested in Making?

Discover projects the girls want to learn and show them that they can use Maker tools to create those things Grrrl Power Activity Book â&#x20AC;&#x153;Do-It-Yourself Projectsâ&#x20AC;?

Book of Maker projects for beginners. Quick and easy, step-by-step projects directed at girls to help spark their curiosity in the world of building and Making.

_Book of Maker Projects

4895

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“Work is relational” Women like to work in groups, they can have emotional connections and feel challenged in a healthy way.” — Emily Pilloton (Project H and Girls Garage Founder)

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Acknowledgments A T H A N K YO U ( N OT E )

00/ A SPECIAL THANKS /

First and foremost I would like to thank my amazing parents for everything: Pai e mãe, palavras não são suficiente para expressar minha gratidão, meu amor e respeito por vocês. Obrigada por tudo, pelos puxões de orelha, os conselhos e por essa oportunidade incrível que foram esses 3 anos aqui em São Francisco. Muito suor e lágrimas, mas também muitos foram os aprendizados e momentos felizes. Grata por tudo, amo vocês! FA M I LY & F R I E N D S /

Olívia Fonseca Serejo, Inah Dias Galeotti, Lucia Helena Serejo Galeotti (Mãe), Haley Dias Galeotti (Pai), Minhas amadas tias “Cajazeiras” (tia Ana, tia Helô, tia Margô, tia Maroca), e tio Machado e toda família Serejo e Galeotti, obrigada pela força. To all my friends in São Paulo, Brasília, and all around the world, the agencies Bantu and Volt/Ag, Juli Lopez, Elan Santiago Cuan, Soumya Kumar, Ivilson Luciano, Katrina Rodriguez, and my fellow classmates. Special thanks to the Mulligan Family and Rosarie Mc Hugh. Finally to my Irishman, Nigel, thank you for your patience, love and support. I N S T R U C TO R S /

Mary Scott, Phil Hamlett, Hunter Wimmer, Carolina de Bartolo, Wioleta Kaminska, Sarah Seward, John Nettleton, and David Hake, I wouldn’t be here today without your guidance. Thank you for always pushing me and expecting more out of me, I have grown immensely as a designer thanks to all of you.