Creative Insights

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Maria Hardjanto

PURVEYOR OF CREATIVE INSIGHTS

MVH





Creative Insights As a graphic designer, there is always something new to learn everyday. The education of a graphic designer does not stop when he or she graduates from school. It is a continuous learning process of making compelling visual communication. This book consist of a compilation of my graphic design works completed while I’m pursuing my Master of Fine Arts degree at the Academy of Art University. These are glimpses of what I have learned so far, and a beginning of what I will learn in the future.


All my life I will always be a student, constantly seeking knowledge from every available resources.

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Lessons page 6 On Reading page 25 On Socializing page 32 On Flying page 48 On Dreaming page 66 On Selling page 74 On Writing page 84 On Painting page 92 On Living page 106 On Safety: A Thesis Project

Table of Content_

on things learned

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How can you learn anything if you don’t know how to read?

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On Reading > title

project title Letteracy

overview Letteracy is a conference where scientists, typographer, medical experts, software developers, graphic artists, teachers, children book illustrators and concerned parents meet to discuss recent possibilities in utilizing graphic arts and touch technology to accelerate learning process in gifted children.

keywords

> keywords

Disability, children, fun, learning course > course Experimental Type

instructor Ariel Grey

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..........

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million children have learning disabilities. We have the power to reduce the number.

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More than

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G L j h l s d R q p Y Nk x

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sept

education

typography

for more info visit www.letteracy.com

dr temple grandin gray dr tracy sue walker david kelley lasseter john frere - jones tobias

2011 | massachussetts

special

about

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eric carle �helen dardik

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technology

a conversation

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Half of what I bought were dictated by peer pressures

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On Socializing project title Social Buyers Club

> overview overview For this project I was required to find a social issue that was interesting to me, which was consumerism. I focus on a group of consumers that I called ‘social buyers’, those who only buy prestigious items on a whim. I package my findings in a book wrapped around the concept of an elite, members-only social club.

> keywords keywords Premium, luxury, elite

> course course Visual Communication instructor

Hunter Wimmer Phil Hamlett

Social Buyers Club_Communicating Ideas

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Enjoy the comforts of home, 10,000 feet above the ground.

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On Flying project title

TWA Brand Guidelines

> overview overview The objective of this project is to revive a good, memorable brand that deserves a second chance and give it a complete makeover. Trans World Airline was a historical company that suffered from varieties of poor business strategies. It is making a comeback as the world’s most comfortable airline.

keywords

Branding, collateral, integration

course

Nature of Identity

instructor

Hunter Wimmer

Trans World Airline_

Brand Revival

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Brand Revival

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T WA

TRANS WORLD AIRLINES

europe

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t r ans w orld airlines

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T WA


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Sometimes your dream is so vivid, reality becomes blurred.

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On Dreaming project title

Alfonso Cuar贸n Film Festival

> overview overview Lucid Dreams is a movie festival dedicated for renowned Mexican director Alfonso Cuar贸n, whose rise of fame was from his controversial film Y Tu Mama Tambien. All his films have an eerie, magical ambiance combined with melancholic undertones.

> keywords photographers Irene Suchocki, Ella Moss, Alicia Bock

> keywords keywords Fantasy, surreal, dreamy

> course course Integrated Communication

instructor

Troy Alders

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23-26 dec ember 2009

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estudios chu rubusco a t l e ta s

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c ol o n i a l c o u n t r y c lu b ,

c oy o a c á n , m é x i c o di s t r i t o

f e de r a l

w w w . luciddrea msfest iva l. c o m

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For whatever other trashed, may very well be my treasures

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On Selling project title

Fantastic Yard Sale

overview

Based on a hand-written flyer found on the street, fantastic yard sale was developed as a neighborhood event, in which every house in several blocks contributed their unused goods and donate their earnings to local charities.

keywords

Charity, neighborhood, cost-effective

course

Visual Literacy

instructor

Hunter Wimmer

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Rebranding Handmade Flyers

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yard sale

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Well spoken words shows intelligence, well written words show characters

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On Writing title

Knowing Franklin

overview

The purpose of this exercise is to be better acquainted with a particular typefaces. Following lessons developed by masters of typography such as Wolfgang Weingart and Emil Ruder, each student are to pick one typeface and explore ways to make written words comes to life.

keywords

Typography, experimental, expressive

course

Type Survey 2

instructor

Jennifer Sterling

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Type Specimen

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onde 01

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Being stylish goes beyond what one wears; it is also about how one decorates his or her home.

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On Painting project title

Velvet

overview

To create a series of paint products for Anthropologie as a part of their new home goods brand extension. These new paints will have a distinct, dramatic Anthropologie color palette, eco-friendly, and must stand out against competitors’ products.

keywords

Rustic, feminine, vintage

course

Package Design 2

instructor

Thomas McNulty

Velvet_

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The bad things in life won’t kill you; they only make it more interesting

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On Living project title

Plucked and Sowed

> overview overview This particular project is meant to be used as a typographic exploration practice. The concept behind this book is a compilation of random life lessons I gathered through social interactions and series of bad lucks.

keywords

Funny, honest, experimental

course

Type Experiment

photographers

Irene Suchocki, Ella Moss, Alicia Bock

instructor

Stan Zienka

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Nobody should allow themselves to be a victim

Maria Hardjanto_ purveyor of creative insights


MFA Thesis Project project title

Transit Observer

> overview overview The objective of this project is to educate commuters the importance of being prepared for precarious situations while taking public transportation.

keywords

Safety, commuters, San Francisco

course

Thesis Project

instructor

Michael Kilgore David Hake Arvi Raquel-Santos

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He was one of 569 victims of crime happened on public transportation in 2010 As I was researching for my thesis topic, I saw the news that an elderly woman was taunted and pushed down from a platform while waiting for the T-line in Sunnydale. A group of juveniles decided it was fun to hurt an old lady who will not fight back. Then, a couple of weeks later, this man was attacked by a different group of juveniles, just for fun. He died almost a month later. Assailants are not picky; they are opportunists. They attack anyone who acts like a victim; those who are not paying attention of their surroundings. Age, race, gender does not matter. If you act like a victim, you will be one.

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I was a victim. I was assaulted on public transportation in 2007. After a period of denials, I decided to turn this issue into a thesis project. Utilizing my knowledge in graphic design, I want to educate commuters to avoid being victims of crimes happening on public transportation.

goals

To significantly reduce the number of victims assaulted on public transportation, specifically MUNI and BART.

challenges

To stand out against current campaigns that are being ignored by commuters and convinced them that being safe is their responsibility.

solutions

To create an organization that helps educating commuters not to be victims, utilizing campaigns that focus on the emotional side of being a victim.

You can be next.

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It’s about whittling. It’s about taking something, whittling and whittling and getting it sharp and perfect. Then you’ve got something. — James Victore

hop on! to a better commute

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hop on! to a better commute


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Thank you friends and family

My parents, my most loyal cheerleaders, who never stop believing in me despite not understanding what I’m pursuing. Who supported me financially and emotionally, and constantly reminding me of why I’m doing this. I’m very lucky to have you as my parents; nothing in this world I can do to repay your kindness. My dearest husband-to-be, Irwan, who stays up late with me, checking my grammar, run out to buy inks, make me coffee, fly from Los Angeles just to help me finishing my projects, listening to my complaints and be a shoulder to cry on when I’m feeling down. Who supports me wholeheartedly despite not understanding the importance of kerning. You are my stronghold, without you I’ve given up this ‘crazy MFA thing’. Thank you babe, I love you. My schoolmates, especially Soniya, Joy, and Enrico. Thank you for standing up behind me and cheering me when I’m feeling down. Thank you for your inspiring ideas and neverending supports for the past four years. Without you guys I won’t make it this far. My friends, especially Selly, Tatang, Kai, Margie, Steven, and Yonius. Thank you for providing me with your insights, your shoulders when I need to cry, your meals when I have no time to cook, helping me with last minute compings and cuttings. Your friendships enable me to go beyond what I thought I can be. I hope one day I can repay your kindness.

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advisors and instructors

Many thanks to my supportive instructors: Mary Scott, Phil Hamlett, Hunter Wimmer, Tom McNulty, Roland Young, Scott Rankin, Jennifer Sterling, Stan Zienka, and Ariel Grey who contributed so much in my academic career; who still believe in me despite the constant disappointments I gave them. My special gratitudes for my thesis advisors: Michael Kilgore, David Hake, and Arvi Raquel-Santos. Your kind words and constant supports kept me going. I’m also very grateful for the help given by Rebecca Delgado-Rottman, Sergeant Paul Yep and Officer Harry Soulette of SFPD, Murray Bond and Chimmy Lee of SFMTA, Officer Ken Dam of BART Police, Cindy Brandon and Oona Giles-Weil from Project S.A.F.E for their supports on my thesis.

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Academy of Art University class of 2011 book title Purveyor of Creative Insights student Maria Hardjanto 310 447 4890 mvhardjanto@gmail.com instructor Mary Scott bindery Herring and Robinson 100 North Hill dr #5 Brisbane, California 94005 printer Giant Horse 1336 San Mateo Ave South San Francisco California 94080 photography Maria Hardjanto materials Finch fine ID 100lb Arrestox Metal Vellum Canson Mi Teintes fonts Archer - Book, Semibold Italic Neutra Text - Bold software Adobe Photoshop, InDesign, Illustrator

ŠAll rights reserved. No part of this publication can be reproduced without written permission from Maria Hardjanto www.mariahardjanto.com

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