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OBJECTIVE / The brain is divided into the two hemisphere’s, the left and right. Each hemisphere has an outer layer of grey matter called the Cerebral Cortex that is supported by an inner layer of white matter. The Corpus Callosum is what links the two hemisphere’s together by a very large bundle of nerve fibers, and also by other smaller commissures, including the anterior commussure, posterior commussiure and hippocampal commissure. This bundle of networks transfer information between the two hemisphere’s to coordinate localized functions. The construction of all these cells and nerve’s are assymetrically distributed between the two hemispheres. While some of these districution and construction differences are consistent from one person to another, many observable differences vary from individual to individual, thus being a designer that is more dominant in one area over another. Being a visual designer is taking your own natural abilities, experiences, preferences, likes and dislikes and applying them appropriately to communicate the objective at hand. The one thing that remains consistent from designer to designer is the objective, but how we solve that is completely respondent to how we are wired. Information is in everything, surrounding us on a micro level all the way to a macro level. You can approach a problem from the end to the begining or vice versa. It is being a visual designer that makes all of this information exciting and keeps me coming back for more. Taking a objective and looking at it from all directions is fascinating and always proves to teach something new about not only yourself but the world around you.
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LEFT HEMISPHERE /
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analytic thought logic language science and math factual verbal
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RIGHT HEMISPHERE /
holistic thought intuition creativity art and music fantasy visual
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BRAIN AREAS /
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FRONTAL / reasoning, planning, speech, movement, emotions, problem solving PARIETAL / movement, orientation, recognition, perception of stimuli OCCIPITAL / visual processing, depth perception, recognition of color TEMPORAL / perception, recognition of auditory stimuli, memory, speech CORPUS CALLOSUM / connects the two hemispheres
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COLOPHON /
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COPYRIGHT@2011 MELISSA HARTLEY All rights reserved. No parts of this book may be used without the written consent of the author by any and all means. MELISSA YUKIKO HARTLEY / visual designer PHONE / 408.761.8432 EMAIL / mhartley@gmail.com WEBSITE / www.mhartley.com INSTITUTION / Academy of Art University DEPARTMENT CHAIR / Mary Scott COURSE / Senior Portfolio INSTRUCTOR / Mary Scott COVER STOCK / TEXT STOCK / Luster Finish PRINTER / Blurb BINDERY / Blurb TYPEFACE / Blender, Adobe Garamond SOFTWARE / Adobe Creative Suite PRINTER / Indigo Printer CAMERA / Canon Rebel PHOTOGRAPHY / Mary Scott
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TABLE OF CONTENTS /
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015/ WHITE AND GREY DO MATTER 015/ A STRATEGIC MEANS OF POWER 027/ DON’T TREAD ON ME 036/ THE TIME FOR HIGH AND LOW 043/ A RUSSIAN STATE OF MIND 051/ BOMBS BRING NEW BEGINNINGS 059/ A SEA OF OPPORTUNITY 067/ THE BEGINNING OF THE END 079/ FIGHTING FOR PROFIT
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01
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WHITE AND GREY DO MATTER.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / type conference
APPLICATIONS / book, mailer, poster
PRINTER / epson 2400
INSTRUCTOR / ariel grey
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / typography 4
PAPER / epson heavy weight matte
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02
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FINDING THE JET STREAM.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / paper promotion
APPLICATIONS / book, poster
PRINTER / epson 2400
INSTRUCTOR / ariel grey
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / typography
PAPER / epson heavy weight matte
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_›› A
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_››C
_››D
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A SECRET MEETING .
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / audit the fed
APPLICATIONS / installation
PRINTER / epson 2400
INSTRUCTOR / roland young
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / print
PAPER / epson heavy weight matte
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The Washington Post reported in 2000 “The Pentagon chose [KBR] to carry out the study and subsequently selected the company to implement its own plan.�
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05
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RUSSIANS DO IT BETTER.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / rebranding smirnoff
APPLICATIONS / book, applications
PRINTER / epson 2400
INSTRUCTOR / todd hedgepeth
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / identity
PAPER / epson heavy weight matte
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smirnoff
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s
f f o n r i m
GR
A
18 60
IC PH
A ST
A ND
RD
S
N MA
UA
L
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ide
ity
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VODKA GOT ITS CLASS BACK
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06
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A BLOSSOMING BEAUTY .
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / rebranding hiroshima
APPLICATIONS / book, poster, applications
PRINTER / epson 2400
INSTRUCTOR / jane brown
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / identity
PAPER / epson heavy weight matte
03/04
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HIROSHIMA
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HIROSHIMA >>
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MY HIROSHIMA | HIROSHIMA DIRECTORY | CRUISE PASSENGERS | TRAVEL AGENTS | MEETING PLANNERS
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07
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A CULTURE BY WATER.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / rebranding ocean pacific
APPLICATIONS / book, applications
PRINTER / epson 2400
INSTRUCTOR / ariel grey
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / identity
PAPER / epson heavy weight matte
03/04
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ocean pacific
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08
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THE BEGINING OF A NEW START.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / rebranding ellis island
APPLICATIONS / book, applications
PRINTER / epson 2400
INSTRUCTOR / ariel grey
TYPEFACE / century gothic
BINDERY / california office
CLASS / identity
PAPER / epson heavy weight matte
03/04
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ELLIS
ISLAND
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EVERY PENNY MAKES A DIFFERENCE.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
+
PROJECT / war profiteering
APPLICATIONS / book
PRINTER / epson 2400
INSTRUCTOR / bob slote
TYPEFACE / vitesse ,blender
BINDERY / melissa hartley
CLASS / information design
PAPER / epson heavy weight matte
03/04
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A PICTURE SAYS A THOUSAND WORDS.
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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.
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PROJECT / war profiteering
APPLICATIONS / book
PRINTER / epson 2400
INSTRUCTOR / bob slote
TYPEFACE / vitesse ,blender
BINDERY / melissa hartley
CLASS / information design
PAPER / epson heavy weight matte
03/04
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ocean pacific
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ocean pacific
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ELLIS
IS L A N D
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E L L I S
I S L A N D
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smirnoff
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smirnoff
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HIROSHIMA
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MELISSA HARTLEY / VISUAL DESIGN PORTFOLIO
+
HIROSHIMA
+ 01/BI-LATERAL
03/04