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left/right MELISSA HARTLEY / VISUAL DESIGN PORTFOLIO
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left/right OBJECTIVE / Information is in everything, surrounding us on a micro level all the way to a macro level. Information is in our experiences, memories, and our dreams. We are constantly inundated with information on any and all levels. It is being a designer that makes all this information exciting and keeps me coming back for more. How we process this data and turn it into something visually fascinating is a skill all on its own. There are two levels of thought and that is transfering raw data from the left hemisphere of your brain to the right, more creative side of the brain.
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00/Introduction
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LEFT HEMISPHERE / analytic thought logic language science and math factual verbal
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01/Bi-Latera l
RIGHT HEMISPHERE / holistic thought intuition creativity art and music fantasy visual
name / melissa hartley
book / 50/50 portfolio
03/04
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BRAIN AREAS / frontal / reasoning, planning, speech, movement, emotions, problem solving parietal / movement, orientation, recognition, perception of stimuli occipital / visual processing temporal / perception, recognition of auditory stimuli, memory, speech corpus callosum / connects the two hemispheres
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01/Bi-Latera l
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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 / PHONE / 408.761.8432 EMAIL / mhartley@gmail.com WEBSITE / mhartley.com INSTITUTION / Academy of Art University DEPARTMENT DIRECTOR / Mary Scott COURSE / Senior Portfolio INSTRUCTOR / Mary Scott
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00/Introduction
name / melissa hartley
book / 50/50 portfolio
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CONTENTS / 001/ 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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03/04
00/table of contents
name / melissa hartley
book / 50/50 portfolio
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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
09/10
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
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name / melissa hartley
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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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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03/04
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name / melissa hartley
book / 50/50 portfolio
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name / melissa hartley
book / 50/50 portfolio
03
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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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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03
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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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
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name / melissa hartley
book / 50/50 portfolio
04
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FROM THE CREST TO THE TROUGH.
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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 / sweel convention
APPLICATIONS / book, poster, applications
PRINTER / epson 2400
INSTRUCTOR / jeremy stout
TYPEFACE / vitesse ,blender
BINDERY / california office
CLASS / graphic design
PAPER / epson heavy weight matte
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
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name / melissa hartley
book / 50/50 portfolio
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name / melissa hartley
book / 50/50 portfolio
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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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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
03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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01/Bi-Latera l
smirnoff
name / melissa hartley
book / 50/50 portfolio
03/04
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01/Bi-Latera l
f f o n r i sm
GR
18
name / melissa hartley
book / 50/50 portfolio
AP
H IC
AN ST
DA
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A SM
03/04
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AL
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ide
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VODKA GOT ITS CLASS BACK
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
book / 50/50 portfolio
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
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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01/Bi-Latera l
HIROSHIMA
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
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name / melissa hartley
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name / melissa hartley
book / 50/50 portfolio
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
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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ocean pacific
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
book / 50/50 portfolio
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
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
name / melissa hartley
book / 50/50 portfolio
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name / melissa hartley
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name / melissa hartley
book / 50/50 portfolio
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ELLIS
name / melissa hartley
book / 50/50 portfolio
ISLAND
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book / 50/50 portfolio
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name / melissa hartley
book / 50/50 portfolio
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name / melissa hartley
book / 50/50 portfolio
09
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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.
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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
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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name / melissa hartley
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ACKNOWLEDGEMENTS
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A SHOUT OUT TO ALL WHO INVESTED
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MY SUPPORT TEAM /
book / 50/50 portfolio
A huge thank you to all of my teachers, friends, and family that helped to me to achieve this accomplishment. Whether it was pushing me to out perform myself, listening to me rant and rave, giving me a shoulder to cry or inspiring me with your outlooks, I truly appreciate you all for who you are. I could not have done this without your support and inspiring words. Mary Scott, Roland Young, Todd Hedgepeth, Jeremy Stout, Ariel Grey, Sharron Gallant, Michael Gallant, Mike Hartley, Diana Johnson, Taylor Sanchez,
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03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04
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COLOPHON
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GIVING CREDIT WHERE CREDIT IS DUE
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CREATIVE DIRECTOR / Mary Scott GRAPHIC DESIGNER / Melissa Hartley PHOTOGRAPHY / Melissa Hartley, Mike Hartley COPY WRITER / Melissa Hartley, Scott Crisp BINDERY / The Key Printing and Binding GRAPHIC DESIGNER / Melissa Hartley PHOTOGRAPHER / Melissa Hartley, Mike Hartley COPY WRITER / Melissa Hartley, Scott Crisp
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THE INTRICATE DETAILS / CASE STOCK / Melissa Hartley COVER STOCK / Melissa Hartley, Mike Hartley TEXT STOCK / Melissa Hartley, Scott Crisp LIGHTING / Phillips Halogena Lightbulbs CAMERA / Canon Rebel COMPUTER SOFTWARE/ Adobe Creative Suite CS2 COMPUTER/ MacBook Pro TYPEFACE/ Adobe Garamond, Blender
name / melissa hartley
book / 50/50 portfolio
03/04
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03/04
01/Bi-Latera l
name / melissa hartley
book / 50/50 portfolio
03/04