MFA Portfolio

from where i’m not sitting >>

an MFA portfolio by Kevin Fitzsimons >>

copyright Š 2019

by Kevin Fitzsimons All rights reserved. No part of this book may be recorded, reproduced, or distributed in any form, or by any means, without expressed written permission from the author.

from where i’m not sitting >>

WEBSITE >> kfitzsimons.com EMAIL >> kfitzsimons24@gmail.com PHONE >> +1 (415) 531-1043

an MFA portfolio by Kevin Fitzsimons >>

>>

ality driven by curiosity and a simple desire to experience more. When I see or experience something, I wonder how

INTRODUCTION

I’ve been told I have a nomadic person-

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

introduction

someone else, somewhere else, might see or experience the same thing. That’s why I titled my portfolio: “From where I’m not sitting.” To me, perspective is one of the most valuable things in life, but especially in design. Who am I designing for? Until that question is answered, the rest doesn’t really matter. I need to understand my audience, and their perspectives, to produce quality design work for them. It’s not about me, which is how I like it.

0 0 0 >> 0 0 1

>>

MFA.THESIS >> MYND: A teenage mental health organization.

042 >> 057

PROJECT.02 >>

T A B LE O F C O N TE N T S

004 >> 041

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

table of contents

A cannabis cocktail recipe book.

058 >> 085

PROJECT.03 >> A Guy Ritchie film festival.

086 >> 101

PROJECT.04 >> Experimental typography movie posters.

102 >> 109

PROJECT.05 >> An app for stand-up comedy fans.

110 >> 123

PROJECT.06 >> A look at the future of our species.

124 >> 141

PROJECT.07 >> Robin’s music school.

142 >> 157

PROJECT.08 >> Supporting musical artists.

158 >> 173

PROJECT.09 >> Rebranding Quiksilver.

0 0 2 >> 0 0 3

MYNDTHESIS.COM

>>

TERM

THESIS CONCEPT

>>

>>

spring

Young people in the UNited States are

2017-2019

living with mental health issues, like anxiety disorders and depression, in

INSTRUCTORs

record numbers; most receiving minimal

>>

treatment. meanwhile, adults are often

Phil

having the conversation about teenage

Hamlett,

mental health, without involving the

Cristine

teenagers themselves.

George, Wioleta Kaminska,

My thesis project, MYND, is a theoretical organization focused on empowering teenagers to take control of their mental health. There are many mental

FOCUS >> branding print marketing ux/ui

health organizations in North America.

However, for as many as there are, few actually focus solely on teens. MYND

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

the kids are not all right >>

MYND

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

mfa.thesis >>

is filling this gap. Through various initatives (project deliverables) MYND aims to help teenagers stay informed on the experience of living with mental illness (WE Magazine), participate and maintain a discourse on the topic with their peers (MYND semi-social App), while de-stigmatizing and normalizing the topic of mental health for teenagers (stomp out stigma campaign).

0 0 4 >> 0 0 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 0 8 >> 0 0 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 1 2 >> 0 13

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 1 4 >> 0 15

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 1 6 >> 0 17

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 1 8 >> 0 19

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 2 0 >> 0 2 1

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 2 2 >> 0 2 3

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 2 4 >> 0 2 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 2 6 >> 0 2 7

0 2 8 >> 0 2 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 3 0 >> 0 3 1

0 3 2 >> 0 3 3

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 3 4 >> 0 3 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N

0 3 6 >> 0 3 7

0 3 8 >> 0 3 9

0 4 0 >> 0 4 1

>>

recipe book >>

COURSE

OBJECTIVES

>>

>>

complex

Create a cookbook that is unorthodox in

hierarchy

both visual style and content.

TERM

STRATEGIES

>>

>>

spring

My research taught me that there are

2018

many mixologists using interesting ingredients. One of those ingredients

INSTRUCTOR

was more intruiging than the rest, a

>>

perfect fit for my project: Cannabis.

Ariel

For some mixologists, it really was just

Grey

another ingredient like any other. For others, cannabis was a revolution due

FOCUS

to strain variety and the potential of

>>

THC as an alternative to alcohol.

print typography

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

a new ingredient >>

a cannabis cocktail

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.02

What I read subverted my expectations; Visually I decided to lean into that subversion. I styled my book of cannabis cocktail recipes after a fashion magazine. I wanted it to be clean and classy, but without hiding the weed.

0 4 2 >> 0 43

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 4 4 >> 0 45

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 4 6 >> 0 47

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 4 8 >> 0 49

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 5 0 >> 0 5 1

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 5 4 >> 0 5 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K

0 5 6 >> 0 5 7

>>

long odds >>

a guy ritchie film festival >>

OBJECTIVES

>>

>>

integrated

Design a film festival around a single

communication

director, guided by a thematic thread found throughout their work.

TERM >>

STRATEGIES

fall

>>

2018

I decided on Guy Ritchie as my director because I like his movies. The thread

INSTRUCTOR

I chose to use to guide this project is

>>

the over-ambition that the characters

Christopher

in Ritchie's films all seem to have. The

Morlan

ambition of the characters inevitably

FOCUS

selves into a hole that they then have

>>

to find a way out of. They're bold, but

branding

in being bold expose their own incompe-

print

tence. The films are filled with chaos

advertising

because the events are driven by ama-

packaging

teurs failing to act like professionals.

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

COURSE

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.03

leads them to over-reach, digging them-

events environments web ux/ui

0 5 8 >> 0 5 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 6 0 >> 0 6 1

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 6 2 >> 0 63

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 6 4 >> 0 6 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 6 6 >> 0 67

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 6 8 >> 0 6 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 7 0 >> 0 71

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 7 2 >> 0 7 3

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 74 >> 0 7 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 7 6 >> 0 7 7

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 7 8 >> 0 7 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 8 0 >> 0 8 1

0 8 2 >> 0 83

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L

0 8 4 >> 0 8 5

>>

movie posters >>

COURSE

OBJECTIVES

>>

>>

experimental

Experiment with typography to create

typography

interesting, type-focused, movie posters. The movie does not have to be a

TERM

real, but it does need a concept.

>> fall

STRATEGIES

2017

>> My hypothetical movie is called "Free

INSTRUCTOR

Fall;" an intense, dark, character

>>

driven drama centered around a protag-

Wioleta

onist trying to stop their life from

Kaminska

spiralling out of control. The problem being that the spiralling has already

FOCUS

started. creating the imagery for these

>>

posters was a mostly analog process.

typography

Frist, I drew simple letterforms on

advetising

balloons, popped those balloons, then

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

type as a toy >>

experimental type

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.04

used the new, broken, letterforms from the scraps. I isolated the new letterforms digitally, before printing them out and taping them between sheets of sketching vellum. I layered the sheets, to create depth, and backlit them by taping the stack to a window. The final imagery used in the posters are photos I took of those stacked sheets of vel0 8 6 >> 0 8 7

lum taped to my window.

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

0 9 0 >> 0 9 1

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

0 9 2 >> 0 9 3

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

0 9 4 >> 0 9 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

0 9 6 >> 0 9 7

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

0 9 8 >> 0 9 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S

1 0 0 >> 1 0 1

>>

comedy fans >>

COURSE

OBJECTIVES

>>

>>

digital

Design an app that would/could be used

design

on a regular, or semi-regular, basis.

studio STRATEGIES TERM

>>

>>

I designed an app for fans of stand-up

spring

comedy. I’ve always felt like there are

2017

a million good apps that help fans of

INSTRUCTOR

find shows, book tickets, etc. But I

>>

never felt like I could find something

Bob

of equal quality for stand-up comedy.

live music follow their favorite acts,

Slote FOCUS >>

P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S

looking for a laugh >>

an app for stand-up

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.05

mobile ux/ui

1 0 2 >> 1 0 3

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S

1 0 4 >> 1 0 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S

1 0 6 >> 1 0 7

>>

of our species >>

COURSE

OBJECTIVES

>>

>>

type

Design a book around a future-focused

systems

topic, that will be drawn randomly.

TERM

STRATEGIES

>>

>>

spring

I drew the topic of "future humans." It

2017

wasn't a subject I had spent much time thinking about; but such an open-ended

INSTRUCTOR

topic gave me a lot of room to explore

>>

and choose a direction to take my book.

David

How would the human species continue to

Hake

evolve? What will humans be like 10–15 years from now? what will have changed?

FOCUS

how about 25 years? 50? 100? I chose to

>>

approach the subject from a scientific

print

perspective. I looked at how humans are

typography

forcing evolutionary progress through

P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S

our future selves >>

looking at the future

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.06

technology and a society that is becoming more globalized daily.

1 1 0 >> 1 1 1

1 1 2 >> 1 13

iphone portraits by John Keatley

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S

1 1 4 >> 1 15

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S

1 1 6 >> 1 17

1 1 8 >> 1 19

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S

1 2 0 >> 1 2 1

1 2 2 >> 1 2 3

>>

>>

COURSE

OBJECTIVES

>>

>>

visual

Design and brand a small independant

literacy

business based on a community flyer.

Find the flyer on a neighborhood notice

TERM

board, or something similar.

>> fall

STRATEGIES

2016

>> The flyer I chose was advertising the

INSTRUCTOR

services of a music teacher named Robin.

>>

Robin taught students, of all ages and

Hunter

experience levels, how to play piano,

Wimmer

and other musical skills. Contact info and imagery of a piano were the only

FOCUS

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

learn something new >>

Robin’s music school

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

project.07

other elements on the flyer.

>> branding marketing web ux/ui

1 2 4 >> 1 2 5

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

1 2 6 >> 1 2 7

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

1 2 8 >> 1 2 9

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

13 0 >> 13 1

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

13 2 >> 13 3

PIANO LE YOUTH

TEENS

ADULTS + SENIORS

CONTACT VIDEOS ABOUT ROBIN

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

ESSONS FOR EVERYONE

P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L

13 4 >> 13 5

YOUTH

TEENS

ADULTS + SENIORS

ABOUT ROBIN

VIDEOS

CONTACT

VIDEOS

CONTACT

YOUTH

BEGINNER Beg inner level classes for t he youngest age g roup are offered as bot h g roup classes and as private lessons. T hese classes tend to focus more on genera l music education and gaining fami liarity w it h instruments, sounds, and t he structure of composition.

INTERMEDIATE A fter sufficient fami liarity w it h genera l, foundationa l, musica l concepts is gained, students can move to intermediate level classes where t hey can get more hands-on w it h a piano. Starting w it h simpler, more easi ly mastered compositions, students can beg in to learn to play more complicated songs.

Ear training and t he abi lity to recog nize notes and chords a lso becomes a factor at t he intermediate level.

YOUTH

TEENS

ADULTS + SENIORS

ABOUT ROBIN

TEENS

BEGINNER Beg inner level classes for t he eleven t hrough eighteen age g roup jump quick ly into ear training and developing t he sk i ll of reading music. Students w i ll get hands on a piano immediately to hasten t he pace of learning and ma ke t he difficult process more enjoyable. T hose students w it h no experience at a ll w it h an instrument or music t heor y may enjoy starting

INTERMEDIATE Intermediate students w it h beg in to approach more difficult compositions and explore a more diverse cata log of music styles and genres t hat can be tai lored to the students indiv idua l interests. T his is easier to do in a private lesson setting but a lso possible in a g roup class. Students of t his age and level are a lso encouraged to beg in participating in recita ls.

TEENS

ADULTS + SENIORS

ABOUT ROBIN

VIDEOS

CONTACT

VIDEOS

CONTACT

K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G

YOUTH

ABOUT ROBIN

ABOUT ROBIN JOHNSON Born and raised in San Francisco, C A, Robin Johnson began her musica l education at age six w it h piano lessons, t hen v iolin lessons at age eight.

T hroughout g rade school, she performed and competed in a variety of music festiva ls and state conventions, and participated in a number of loca l yout h sy mphonies. Her piano studies continued unti l she moved to San Diego for her underg raduate studies at t he University of Ca lifornia, San Diego.

Robin t hen had t he priv i lege of ta k ing a faculty position at t he Ca lifornia State Summer School for t he A rts (CSSSA), as piano instructor and accompanist. T here, she worked w it h g ifted high schoolers, world-class faculty

YOUTH

TEENS

ADULTS + SENIORS

ABOUT ROBIN

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At UCSD, Robin studied classica l piano w it h K ata lin Luk acs and Stefani Wa lens. She reg ularly performed in recita ls, and completed severa l recordings for fellow colleg iate composers. During her junior year, Robin was accepted into t he Music Department’s prestig ious Honors Prog ram, and was awarded w it h High Distinction Honors at t he end of t he prog ram her senior year. Robin g raduated Cum Laude w it h a bachelor’s deg ree in Music and Piano Performance.

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artists >>

COURSE

OBJECTIVES

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visual

Choose a cause, big or small, and

thinking

design a brand/organization around it.

TERM

STRATEGIES

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spring

My brand, Artist Advocates, is meant to

2017

be a platform to assist aspiring musical artists in building a career in

INSTRUCTOR

an intensly competive and challenging

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industry. The organization will help

Sandra

artists, as well as their fans, navigate

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obstacles like digital music piracy and creating reliable revenue streams

FOCUS >> branding

as a new musical artist, or group.

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just trying to make it >>

support for musical

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advertising web ux/ui

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COURSE

OBJECTIVES

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nature

Revive a defunct, or dying, brand for

of

a modern audience. Design a new visual

identity

identity system for the brand: logo, typographic identity, and brand colors.

TERM

The project also required new brand

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messaging, including a refreshed mis-

spring

sion statement. The result of the

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project will be three books: a Visual Strategy Guide, Visual Development

INSTRUCTOR

Guide, and Visual Standards Guide for

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the brand’s new identity system.

Hunter Wimmer

STRATEGIES >>

FOCUS

Research lead me to the understanding

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that when Quiksilver first expanded

branding

beyond Australia, the founders lis-

print

censed the brand, rather than taking it

marketing

global themselves. That moment was when

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the focus of the brand shifted. What

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turning back the clock >>

rebranding quiksilver

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would quiksilver have been, as a global brand, had the founders never given up control? my rebraded Quiksilver is what I believe that could have looked like, how the Quiksilver brand would exist founders’ original vision.

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today if it had never strayed from the

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friends for their support throughout my life, but expecially when choosing to go to graduate school to change careers.

ACKNOWLEDGMENTS

Firstly I want to thank my family and

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acknowledgments

Secondly, my instructors: Phil Hamlett, David Hake, HUnter Wimmer, Mary Scott, Andrew Loesel, Wioleta Kaminska, Ariel Grey, Cristine George, Sandra Isla, Bob Slote, & Christopher Morlan, for their invaluable guidance during this program, and my classmates, for their critique.

Lastly, but certainly not least, everyone that participated in the research, development, and design processes of my thesis project. — Thank You.

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Kevin Fitzsimons (415) 531-1043

COLOPHON

DESINGER >>

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colophon

kfitzsimons24@gmail.com INSTRUCTOR >> Mary Scott CLASS >> Portfolio Design Seminar Fall 2019 SCHOOL >> Academy of Art University School of Graphic Design 79 New Montgomery St. San Francisco, CA 94105 PRINTING >> Graphic Imagery 396 Forbes Blvd. Unit D S.San Francisco, CA 94080 BINDING >> The Key Printing & Binding 1934 Park Blvd. Suite A Oakland, CA 94606

Platelet, by Conor Mangat Emigre, 1993

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