Serious play /

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K R I S H N A P R I YA (K P) D U T TA G U P TA Graphic Designer / krishnapriyadesign.com

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Copyrights © 2018 Krishnapriya Dutta Gupta all rights reserved.

No part of this publication may be reproduced without express permission from Krishnapriya Dutta Gupta.

-

K R I S H N A P R I YA ( K P ) D U T TA G U P TA Graphic Designer /

+1.408.643.2032 krishnapriyadg @ g m ail.co m 7548 B ollin g er Rd. C u p er t in o, 95014 C A B e h a n ce/kr ish n a pr iy a In st a gra m/_ k p _ d g _ kr ish n a pr iy a d e sig n.c o m

S E R I O U S P L AY / THE

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To my son,

Pushya Dutt

DEDICATED TO /

→

The dictionary defines ‘par·a·dox’ as ‘an absurd or contradictory statement or proposition, which when investigated may prove to be well founded or true.’

design approach and combined it with purpose and intentionality that goes beyond play and fun.

This book contains a selection of my work As we uncover the top most layer of things and it also represents my voice as a around us–be it art, literature, nature, designer. To elaborate the concept used, human character or life itself–we realize I would say that the serious aspect of that everything is nothing but a big paradox, anything requires a degree of focus on a poetic contradiction, an oxymoron. a task or challenge, while the play aspect Nature creates yet destroys, the funniest emphasizes imagination and toying with people are often the saddest, everything is boundaries. Together, these seemingly destined yet we experience the existence opposite components are able to foster of coincidence–the examples of ‘paradox’ a deeper engagement. are innumerable.

Hello! I am KP and it is this paradox that served as an inspiration for the concept of ‘Serious Play’. I have used my playful

S E R I O U S P L AY / THE

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My design voice /

Into a paradoxical journey.

Serious Play/ SUM MARY / THE

IDEA

BEHIND

MY

PORTFOLIO

→

008 022 060 112 128 144 170

01 / 13

Murakami Book Cover Series

02 / 13

Re-branding ldeal Toy Company

03 / 13

Cast into Chaos Film Festival

04 / 13

Immigration Event

05 / 13

The Forgotten Windows Posters

06 / 13

Staples CSR

07 / 13

Re-branding Uncle Bubble

S E R I O U S P L AY / THE

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184 214 250 264 284 298

08 / 13

Collide Conference

09 / 13

Grey Geeks

10 / 13

Zoya Promotional Poster Series

11 / 13

Type Specimen Booklet

12 / 13

Boredom Opinion Website

13 / 13

Thesis: Playfully

TA B L E O F C O N T E N T S /

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008

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Murakami Book Cover Series /

The joy of covering up.

01/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

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2018

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Objec tive /

D eliverable s /

To design three paperback covers that

A series of three book covers Includes

Haruki Murakami

have a cohesive look and form one

front cover, back and spine.

Book Cover Series

Dimensions: W 4.75˝ x H 7.50˝

Class /

single set. Also, to use only 4 colors and adhere to other restrictions that come into play while designing book covers with a typographic

with 1˝ Spine

Type Composition

Color Specifications: 4 color Year / Fall 2015

Acknowle dgment s / I chose to design three works of fiction by my favorite author Haruki Murakami. Each book – namely A Wild Sheep Chase, Norwegian Wood, and After the Quake – has similar recurrent themes of alienation and loneliness. Narrated under the backdrop of Japanese social and political conditions, all the three stories share a surreal tone and there’s

|

Project /

approach.

Approach /

009

›› Communication Arts Annual Award for typography excellence, 2016.

Instructor / Andrew Loesel

›› gd usa Design Award, Winner, 2016.

Categories /

›› Creative Quarterly Winner and selected in 100 best works of 2016.

Publication Design, Cover Design, Typography Design

›› how Design Merit in 2017. ›› ida bronze Award Winner.

Key words /

›› Semifinalist in Adobe Design Awards.

Japanese, fragmented, story-telling

pronounced melancholy woven into each narrative.

BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

SET

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010

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S E R I O U S P L AY / THE

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

SET

011

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012

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

SET

013

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014

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

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015

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016

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S E R I O U S P L AY / THE

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

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017

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018

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

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019

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020

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BOOK COVE R SE R IE S / HARUKI

MURAKAMI

PAPERBACK

SET

021

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Ñ…

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022

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Objec tive /

D eliverable s /

Project /

To create a re-branding project that

A set of three books. Each book works

Re-branding Ideal Toy Company

first aims to identify the essence

as a guide and covers specific aspect

of a dying or defunct brand, and then

of re-branding: Visual Strategy Guide,

transforms it by providing a brand

Visual Development Guide, Visual

Class /

new direction. The objective is to

Standards Guide, Website.

Nature of Identity

losing touch with the soul of

Acknowle dgment s /

Year /

the brand.

›› Featured in the aiga, InDesign

Spring 2017

achieve the transformation without

and Graphic Design gallery on Approach / Ideal Toy Company is a defunct American toy brand, one that began its journey with the launch of the iconic

Instructor /

Behance since 2017.

Hunter Wim mer

›› Semifinalist in Adobe Design Awards.

Categories /

›› Featured in Experimenta,

Teddy bear. The brand wanted to

an experimental design magazine

foster empathy in young boys and girls

from Spain February, 2018.

Design Strategy, Identity Branding

through the language of play.

Key words /

In order to stay relevant in an increas-

Inclusive, Playful, Vibrant

ingly diverse and collaborative future, I wanted the all-new Ideal to

Typefaces /

create an inclusive, collaborative, and

Aktiv Grotesk

diverse environment. I designed

New Century Schoolbook

my logo–a pinwheel–in conjunction with that very thought.

S E R I O U S P L AY / THE

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023

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Ideal Toy Company /

Reborn to play.

02/ IDEAL / REBIRTH

OF

A

BRAND

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024

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026

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028

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030

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036

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0 41

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042

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044

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0 45

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046

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0 47

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048

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Ñ…

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060

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Cast into Chaos /

An eclectic retrospective.

03/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

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2018

|

Objec tive /

D eliverable s /

Project /

A hypothetical film festival project to

›› Festival poster

Akira Kurosawa

celebrate the films of Japanese

›› Festival catalogue

Film Festival

filmmaker Akira Kurosawa. The objective is to coordinate a complex set of materials that must function together as a whole. The idea is also to marry multiple messages with divergent

›› Limited edition

Integrated

›› Ticket & schedule

Com munication

›› Three products ›› Festival soundtrack

Year /

tic aesthetic. This aesthetic has to

›› Business system

Fall 2016

contain the essence of the director and

Approach / The name Cast into Chaos encapsulates one of the most common themes of

›› Outdoor advertisements

This project attempts to incorporate the artistic expression of Akira Kurosawa

Hunter Wim mer

Acknowle dgment s /

Categories /

›› Cast into Chaos project was featured

Com munication Design,

ism, Japanese moral values, spirituality, tently recurring motifs in these films.

Instructor /

›› Festival website

Kurosawa’s films. Themes of humanmasculine ideals and irony are consis-

Fall 2017 how magazine and won

Art Direction,

Outstanding Achievement Award.

Packaging Design

› › 2017 gd usa Design Award. ›› Semifinalist in Adobe Design Awards.

Key words / Emotional, Organic, Traditional

›› The dvd packaging featured

and his five chosen films (Drunken

in the gallery of packagingoftheworld.

Typefaces /

Angel, The Bad Sleep Well, Stray Dog,

com in early 2018.

Klint

Ikiru and High and Low) in two ways – through consistent visual language and

|

Class /

dvd packaging

formats — all with a unified and holis-

his storytelling style.

061

› › Best class project for Fall 2017.

Neue Haas Grotesk Trade Gothic

design deliverables that mesh together as an integrated system.

CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

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062

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

063

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064

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

065

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066

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

067

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068

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S E R I O U S P L AY / THE

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

069

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070

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

073

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074

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

075

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076

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

077

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078

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S E R I O U S P L AY / THE

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CAST INTO CHAOS / A

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KUROSAWA

FILM

FESTIVAL

079

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080

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CAST INTO CHAOS / A

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KUROSAWA

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FESTIVAL

081

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082

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

083

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084

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

085

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086

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S E R I O U S P L AY / THE

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CAST INTO CHAOS / A

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KUROSAWA

FILM

FESTIVAL

087

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088

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CAST INTO CHAOS / A

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FESTIVAL

089

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090

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

091

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092

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

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FESTIVAL

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094

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S E R I O U S P L AY / THE

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CAST INTO CHAOS / A

AKIR A

KUROSAWA

FILM

FESTIVAL

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S E R I O U S P L AY / THE

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CAST INTO CHAOS / A

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FESTIVAL

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CAST INTO CHAOS / A

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CAST INTO CHAOS / A

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KUROSAWA

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109

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FESTIVAL

111

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Objec tive /

D eliverable s /

Project /

This project was a typography assign-

›› Single promo poster

Im migration Event

ment. The requirement for this project

›› Event Stationary Kit

was to design typography focused

Class /

poster kit for an event on a social

Type Composition

cause. My topic was Immigration in the U.S. and I decided to design a voice for the immigrants in the U.S.

Acknowle dgment s / ›› 2016 Communication Arts

Year /

Design Award.

Fall 2015

› › 2017 gd usa Design Award.

Approach / This typographical poster design was made for a hypothetical social event on the immigrant experience. The intention was to attract the attention of an audience that felt strongly about the issue. I used high contrast typography and color graphics to break the clutter

Instructor /

› › 2016 Print Design Winner.

Andrew Loesel

›› 2017 Honorable Mention in Adobe Design Awards.

Categories / Com munication

›› Creative Quarterly winner

Design,

and selected in 100 best of 2017.

Typography Design, Social Design

› › 2018 how Design Merit.

in the outdoor medium. The visual

Key words /

system was extended to the supporting

Typography, Slogan

materials for the event.

Contrast, Bold

Typefaces / Helvetica Condensed

S E R I O U S P L AY / THE

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KP

2014

–

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113

|

Immigration Event /

Pushing the boundaries of humanity.

04/ IMMIG R ATION / EVENT

PROMOTION

POSTER

→

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114

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S E R I O U S P L AY / THE

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WORKS

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2014

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IMMIG R ATION / EVENT

PROMOTION

POSTER

115

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116

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IMMIG R ATION / EVENT

PROMOTION

POSTER

117

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118

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IMMIG R ATION / EVENT

PROMOTION

POSTER

119

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120

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IMMIG R ATION / EVENT

PROMOTION

POSTER

121

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122

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IMMIG R ATION / EVENT

PROMOTION

POSTER

123

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124

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IMMIG R ATION / EVENT

PROMOTION

POSTER

125

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126

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IMMIG R ATION / EVENT

PROMOTION

POSTER

127

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Ñ…

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128

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Forgotten Windows /

An open window for exploration.

05/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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Objec tive /

D eliverable s /

Project /

The requirement was to create a poster

Set of Three Posters

Architectural

series based on a hypothetical architectural event. The chosen concept for all three posters had to be expressed in 3-dimentional type.

Approach / I chose to design these posters on a lecture series that explores some classic window designs across geographies and millennia. I called the project The Forgotten Windows and dedicated it to awe-inspiring window designs. I used

129

|

Poster Series

Acknowle dgment s / ›› 2017 CA Typography Annual

Class / Type Experiments

Award of Excellence. ›› Creative Quarterly Winner and selected in 100 best, 2017.

Year / Spring 2016

›› Published Instructor /

in Design School Type.

Kathrin Blatter

›› Adobe Design Award 2017 Semi-finalist.

Categories / Typography

ATF Poster Display for my primary

Design,

handmade type and Klint for secondary

Handmade Type,

information and body text. I also

Print Design

designed the hued poster first, then used it as the base for my color palette

Key words /

for the other two following posters.

Experimental,

I wanted to integrate the secondary

letter-forms, Handmade

type with the primary and create contrast with their sizes.

Typefaces / ATF Poster Display Klint

THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

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130

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S E R I O U S P L AY / THE

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KP

2014

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2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

131

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132

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S E R I O U S P L AY / THE

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KP

2014

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

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134

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S E R I O U S P L AY / THE

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KP

2014

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2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

135

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136

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

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2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

137

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138

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

139

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140

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

141

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142

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

143

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144

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Objec tive /

D eliverable s /

Project /

Staples, an American office stationary

›› csr Report Book

Staples CSR

brand, believes that a large part of who they are is tied to their commit-

Acknowle dgment s /

Class /

ment of being a responsible corporate

›› Communication Arts, typography

Type Systems

citizen. This holistic approach to busi-

annual, 2017 Award of Excellence.

ness is rooted in their desire to make a positive impact on their associates, communities and the planet.

Year /

›› 2017 Adobe Design Awards,

Fall 2015

semifinalist.

The objective was to redesign the csr

Instructor /

report for Staples keeping two

John Nettleton

things in mind – their values and their intention.

Categories / Publication, Print Design,

Approach /

Typography

I designed the report in line with the sustainability and responsibility

Key words /

aspect of the organization. I used

Sustainable, Recycle,

100% recycled paper for the produc-

Corporate

tion and my design suggested two color printing. I also used the Staples

Typefaces /

in-house brand of colored recycled

Clarendon Bold,

papers as section breakers. My aim

Univers Condensed

was to communicate the company's core values – of reducing carbon footprint and contributing more to the community.

S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

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2018

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145

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Staples csr Report /

Sharpening the process.

Erasing the waste.

06/ STAPLE S / SUSTA IN A BILI T Y

REPORT

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146

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

147

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148

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

149

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150

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

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2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

151

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152

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

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2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

153

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154

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

155

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156

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

157

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158

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

159

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160

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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STAPLE S / SUSTA IN A BILI T Y

REPORT

161

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162

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

163

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164

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

165

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166

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

167

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168

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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STAPLE S / SUSTA IN A BILI T Y

REPORT

169

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Ñ…

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170

|

Uncle Bubble Re-branding /

A merging of Identities.

07/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

|

Objec tive /

D eliverable s /

Project /

Uncle Bubble, a transplant company

Logo Identity & brand Manual

Uncle Bubble

Acknowle dgment s /

parent company, is a multi-million dol-

›› Featured in aiga Gallery

develops bubble toys along with its own trade secret giant bubble solution.

|

Brand Identity

from Taiwan, has been in the US market for 5 years. Hold Enterprise, the lar company that manufactures and

171

in Behance since 2017. ›› Creative Quarterly Winner.

Assignment / Freelance

Year / Sum mer 2016

Bringing this business to the US was risky, though inevitably allowed UB to test the market. The problem, however,

Client /

is that though UB products are popular,

Hold Enterprise

the identity lacks authenticity of a premium product and lacks the direc-

Categories /

tion of an ‘American product’. The

Branding, Identity Design

brand objective is to sever the identity of the oem business and create an

Key words /

unforgettable US-centric brand

Kids, Vibrant,

focused on quality and innovative play.

Playful

Approach /

Typefaces /

The design process started with evalu-

Futura Round

ating the existing logo, brand colors, fonts, visual directions and the overall brand voice. The goal was to simplify the brand and make it appealing for the appropriate audience (kids & parents in US).

UNCLE BUBBLE / REFRESHING

IDEINTITY

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172

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S E R I O U S P L AY / THE

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OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

173

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174

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

175

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→

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176

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

177

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178

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

179

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180

|

S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

181

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→

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182

|

S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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UNCLE BUBBLE / REFRESHING

IDEINTITY

183

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184

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Objec tive /

D eliverable s /

Project /

The project was to design the confer-

›› Promo Poster

Collide Design

ence materials for a hypothetical or actual design conference.

Conference

›› Website & App

Class /

›› Event Tickets & schedule Approach / I redesigned the materials for a design conference called Collide held in Canada but changed the venue to San Francisco, US. This conference is a creative technology conference where students, aspiring professionals collide with best minds in the industry.

The approach for the deliverables was designed keeping in mind the

Type Systems

›› Program Guide

Year /

›› Event Signage

Fall 2015

›› Name Badge

Instructor /

Acknowle dgment s /

John Nettleton

›› Creative Quarterly Winner Categories /

›› 2017 Adobe Design Awards,

Event Branding,

semifinalist.

Print Design,

target audience and the venue location.

UX/UI Design,

My design direction was around

Integrated Design

shapes and elements colliding at various points to find new shapes and

Key words /

possibilities in digital design.

Com munication, Conference, Cohesive

Typefaces / Gotham

S E R I O U S P L AY / THE

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OF

KP

2014

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2018

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185

|

Collide Design Conference /

Design, by accident.

08/ COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

→

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186

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

187

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→

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188

|

S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

189

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→

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190

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

191

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→

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192

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

193

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→

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194

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

195

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→

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196

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

197

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→

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198

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

199

|

→

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200

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

201

|

→

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202

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

203

|

→

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204

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

205

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→

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206

|

S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

207

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→

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208

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

209

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→

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210

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

211

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→

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212

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S E R I O U S P L AY / THE

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WORKS

OF

KP

2014

–

2018

→

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COLLIDE / DESIGN

CONFERENCE

M ATER I ALS

213

|

Ñ…

|

214

|

Grey Geeks /

Tech-know-logy for the elderly.

09/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

|

Objec tive /

D eliverable s /

Project /

To identify a problem around us and

›› Logo Identity & Icons

Grey Geeks

suggest a graphic design solution.

I selected a topic/problem, conducted thorough research to define the brand, created an identity and follow up materials like brochure, website, publication, app and promotional materials to finally summarize and document it in a process book.

Approach / "47 % of seniors do not actively engage with the Internet.” New things can be confusing and even intimidating to seniors. My idea is to make their experience simpler and approachable. It is also a great opportunity for helping seniors who become victims of depression due to loneliness. Grey Geeks sees technology as a means to accomplish

›› Brand Book ›› Membership Kit ›› Self-help Pocket Guides ›› Website & App ›› Collaterals Acknowle dgment s / ›› Creative Quarterly Winner and selected in 100 best, 2016. ›› Adobe Design Award 2017

215

|

Class / Visual Thinking

Year / Sum mer 2015

Instructor / David Hake

Categories / Logo & Identity Design, Com munication Design

Semi-finalist. ›› ida Honorable Mention ›› Featured in aiga gallery

Key words / Tech, Seniors, Connect

in Behance Typefaces /

powerful outcomes, not as an end in

Museo Slab,

itself. Grey Geeks teaches seniors how

Museo Sans

to use mainstream devices and applications that are popular among all age groups in order to promote integration and relevance.

GREY GEEKS / BRAND

DEVELOPMENT

→

|

216

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

GREY GEEKS / BRAND

DEVELOPMENT

217

|

→

|

218

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

GREY GEEKS / BRAND

DEVELOPMENT

219

|

→

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220

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

221

|

→

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222

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

223

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→

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224

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

225

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→

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226

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

227

|

→

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228

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

229

|

→

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230

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

GREY GEEKS / BRAND

DEVELOPMENT

231

|

→

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232

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

233

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→

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234

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

235

|

→

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236

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

GREY GEEKS / BRAND

DEVELOPMENT

237

|

→

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238

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

239

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240

|

S E R I O U S P L AY / THE

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OF

KP

2014

–

2018

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GREY GEEKS / BRAND

DEVELOPMENT

241

|

→

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242

|

S E R I O U S P L AY / THE

SELECTED

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OF

KP

2014

–

2018

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GREY GEEKS / BRAND

DEVELOPMENT

243

|

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244

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

245

|

→

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246

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

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GREY GEEKS / BRAND

DEVELOPMENT

247

|

→

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248

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

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GREY GEEKS / BRAND

DEVELOPMENT

249

|

Ñ…

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250

|

Approach /

D eliverable s /

To create publicity design for a short

A Set of Three Posters

Project / 'Zoya' Poster Series

film based on a mysterious incident that takes place in the life of a young city girl. The short film was a small-bud-

Assignment /

geted venture, the publicity design was

Freelance

intended for the social media platform, and hence it was imperative that it

Year /

caught the attention without revealing

Sum mer 2017

much.

Client / Joshua Tree Films

Objec tive / My approach was inspired by the short

Categories /

film itself. I stayed true to the vacu-

Publicity Design,

um-like isolated mood of the film,

Print Design

and by using clues from the film, created a series of posters. Each clue

Key words /

fed the curiosity of the audience as it

Typography, Bold,

re-created the mysterious, surreal

Story

atmosphere of the film.

Typefaces / Gotham, Archer

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

|

251

|

Zoya Poster Series /

Zoya–an urban tragedy.

10/ Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

→

|

252

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

253

|

→

|

254

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

255

|

→

|

256

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL

POSTER

C A MPAIGN

257

|

→

|

258

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

259

|

→

|

260

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S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

261

|

→

|

262

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

Z OYA S H O R T F I L M / PROMOTIONAL POSTER

C A MPAIGN

263

|

Ñ…

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264

|

Archer Booklet /

Say no to typecasting.

11/ S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

|

Objec tive /

D eliverable s /

Project /

A type specimen book designed to

A Type Specimen Booklet.

Archer Got Balls?

265

|

showcase and promote the Archer typeface created by Monotype.

Dimensions: 8.5"x 5.5”. Highlighting its history, structural characteristics,

Acknowle dgment s /

Class /

›› Featured in

Type Composition

Communication Arts

weights and usage, the booklet

Year /

attempts to help designers use the

Spring 2015

typeface better and to their best advantage.

Instructor / Andrew Loesel

Approach / Archer is a geometric slab serif type-

Categories /

face designed in 2001 by Tobias

Typography Design,

Frere-Jones and Jonathan Hoef ler for

Print Design,

use in Martha Stewart Living magazine.

Typeface

It is a solid and versatile typeface, but is often misunderstood. The

Key words /

objective of this booklet was to pro-

Booklet,

mote Archer as a charming typeface

Promotion,

that's also surprisingly bold. This

Slab Serif

booklet presents the typeface as a bold and rebellious personality – one that

Typefaces /

is original and stands out in the crowd.

Archer

ARCHER / TYPE

SPECIMEN

BOOKLET

→

|

266

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

ARCHER / TYPE

SPECIMEN

BOOKLET

267

|

→

|

268

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

ARCHER / TYPE

SPECIMEN

BOOKLET

269

|

→

|

270

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

ARCHER / TYPE

SPECIMEN

BOOKLET

271

|

→

|

272

|

S E R I O U S P L AY / THE

SELECTED

WORKS

OF

KP

2014

–

2018

→

|

ARCHER / TYPE

SPECIMEN

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ARCHER / TYPE

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THE FORGOTTEN WINDOWS / ARCHITECTUR AL

POSTER

SERIES

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Objec tive /

D eliverable s /

Project /

To design an opinion website on

Website with live html text.

Boredom Website

a chosen topic. At least 2/3rd of the website had to be expressed with

Class /

type. 90% of the type had to be live

Type Experiments

html text.

Year /

Approach /

Spring 2016

For this project, I went ahead and created a website about an opinion

Instructor /

with a strong personal and conceptual

Kathrin Blatter

context. I conducted extensive research, explored writing, image

Categories /

creation as well as design. I also went

Typography Design,

a step ahead and blended image and

UX/UI Design

type. I chose boredom as my topic and expressed my opinion on the posi-

Key words /

tive impact of boredom on creativity.

Web, Experimental, Opinion

Instead of categorizing boredom as a waste of time, I positioned it as necessary rest for the brain – something

Typefaces /

that can leave your mind feeling

Playfair display Roboto

refreshed and rejuvenated. I proposed giving the overworked mind a break from the constant stimulation of technology and enjoying the benefits that come with it – fresh thinking and breakthrough ideas for example.

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iloveboredom.com /

Boredom–The mothership of imagination.

12/ ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

WEBSITE

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

WEBSITE

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

WEBSITE

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

WEBSITE

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

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ILOVEBOREDOM.COM / E XPER IM EN TAL

OPINION

WEBSITE

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m fa Thesis /

Basic toys, better play.

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An mfa thesis project is a year-long

›› Playfully Identity

Playfully

exploration of a chosen topic that identifies a problem around us and uses design thinking to find a possible solution. This includes a variety of in-depth research techniques, strategies, development and execution of deliverables, all while keeping the ultimate outcome in mind.

Approach / Playfully's design solutions ref lect its firm belief that toys aren’t an end in themselves, but rather a launchpad for the child’s imagination and ingenuity.

›› Playfully Subscription Box ›› Playfully Magazine

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Class / Thesis Concept Thesis Exploration Thesis Refinement

›› Playfully Guide Books Year /

›› Playfully App

Spring 2016

›› Playfully.life

Spring 2017

›› Playfully Posters ›› Pop-up Playfully Event

Fall 2017

Advisors / Phil Hamlett

Acknowle dgment s / ›› Featured in Adobe Design Live, March 2018

Wioleta Kaminska Carolina De Bartolo

Categories /

Playfully is a hypothetical brand that

Strategy,

focuses on toys that stimulate a

Print Design,

child’s mind, enhance creativity and

Publication,

encourage activity. The selection

Identity, UX/UI

of toys and the manner they are used Key words /

while playing inf luence how a child

Basic, Geometric,

meets her/ his optimal learning

Playful, Abstract

potential during early developmental years. Playfully’s goal is to promote

Typefaces /

toys that provide such opportunities

Gilroy

for imaginative play.

Archer

P L AY F U L LY / AN

MFA

THESIS

PROJEC T

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P L AY F U L LY / AN

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THESIS

PROJEC T

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icon

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primary mark

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x

3/4

3/4

1/2

1/2

1/2

1x

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THESIS

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THESIS

PROJEC T

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THESIS

PROJEC T

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THESIS

PROJEC T

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P L AY F U L LY / AN

MFA

THESIS

PROJEC T

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312

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P L AY F U L LY / AN

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THESIS

PROJEC T

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P L AY F U L LY / AN

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THESIS

PROJEC T

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Subscribe in 3 simple steps: Choose

Delivered

Play S E R I O U S P L AY / THE

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AN

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THESIS

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Browse

Discover

Connect

Look Up

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P L AY F U L LY / AN

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P L AY F U L LY / AN

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To my family, thank you for instilling so much love, determination, hard work and dedication in me. To Ma and Baba; I could have never done this without your blessings, support, love and reminders to keep a balanced life. To Abhishek, for being so supportive and taking care of me when I couldn't. To Pushya, for inspiring me and entertaining me with your antics.

To my instructors, thank you for encouraging me to prosper, and help me grow as a designer. For that, thank you – Mary Scott, Phil Hamlett, Carolina De Bartolo, Jasmine Friedl, Colin Sebestyen, Wioleta Kaminska, Shel Perkins, Kathrin Blatter,

Bob Slote, David Hake, Andrew Loesel, Hunter Wimmer, Alexandra Rollo, John Nettleton, Rafael Davidson, and Michael Kilgore.

To my friends, thank you Bhavna for always believing in me and your valuable contribution to this book. Your craft with words is truly exceptional. Dear friends, thank you for checking up on me, caring for me and inspiring me. You guys kept me sane through tough times and made me realize I was never alone in this journey.

Thank you!

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Love and Support /

Family, instructors & friends

Thank you/ ACKNOWLEDGMENTS / TO FA M I LY, I NST RUCTOR S & F R I EN DS

→

Copyrights © 2018 Krishnapriya Dutta Gupta all rights reserved.

No part of this publication may be reproduced without express permission from Krishnapriya Dutta Gupta.

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DEDICATED TO /

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K R I S H N A P R I YA (K P) D U T TA G U P TA Graphic Designer / krishnapriyadesign.com

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