sciaramella_PrintPublication by Sara Ciaramella

JESSICA WALSH

Copyright Information for Jessica Walsh Exhibition Catalog No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act and except by reviewers for the public press, without written permission of the artist. All works pictured in this publication copyright of the artist. Library of Congress Cataloging-in-Publication Date: Jessica Walsh ISBN: 928-9-8375827-3-5 Art and Design I. Title II. Title. Jessica Walsh Printed in the United States of America 10 9 8 7 6 5 4 3 2 Credits Curator: Sara Ciaramella Copy Editor: Sara Ciaramella Design: Sara Ciaramella Photography: Sagmeister and Walsh Printing: Sara Ciaramella Paper: Epson Enhanced Matte Typefaces: Humanist 777 Black Condensed, Helvetica Neue 45 Light Contact: Sara Ciaramella saraciar@umich.edu

CONTENTS 6

History

Partnership

Commercial Work

Personal Work

12 Kinds of Kindness

Endnotes

I would like to start by thanking Jessica Walsh for inspiring me. I am grateful to have learned through working with your images, your story, and the personal work you do. Thank you to Stefan Sagmeister and Timothy Goodman as well, as your work is intertwined and equally inspirational. Lastly, thank you to everyone that has contributed to this book, I am grateful for the advice, mentorship, and feedback of those at the University of Michigan Stamps School of Art and Design.

CURATORS STATEMENT 12 Kinds of Kindness features the work of graphic designer Jessica Walsh in collaboration with graphic designer Timothy Goodman. The two designed their project to allow them to explore kindness in stages as they opened up about their past, changed the way they saw others, and took time to understand themselves and others. Their stories are shown throughout the exhibition in the hopes that they inspire others. The exhibition intends to involve the viewers to challenge their ways of thinking and the way they act in everyday life. The twelve stages of this exhibit each raise a different challenge and opportunity for viewers to share their story. Overall this project is a way for both designers to become more kind, empathetic people, and they challenge each of us to do the same. Jessica Walsh is a designer, illustrator and art director. She is a partner at the design firm Sagmeister and Walsh in New York City. Walsh heads the commercial work, projects including branding, advertising campaigns, commercials and film, print, and digital work. Her work encompasses a playful, colorful, bold style. This style presents itself in her personal work, and is evident in the exhibition.

HISTORY

Jessica Walsh was born in Connecticut, where she grew up with parents who were both entrepreneurs. Her earliest design project was called Magic Moss Rocks, a small business she ran with her sister. She was in elementary school and she would glue moss onto rocks and design labels for them, giving each rock a special power. She would then sell them to her classmates for her lunch money. Once the school found out, she had to give up her business, but her parents were proud nonetheless. At age 11, Walsh taught herself to code websites. She was using Neopets, a popular kids site where you took care of a virtual pet. She wanted her site to look better than other kids, so she learned to code to fix her website. She made a website that taught other kids to code and alter their sites, which was receiving up to 15,000 hits a day. By adding a Google Ad to her page, she started making money and for the first time realized that this could be a career.

working with her hands. When she began to focus on graphic design, she brought this skill with her, and found that being able to build something and to see if it works right away is more satisfying than only working with the software she was comfortable with. After graduation, she was faced with another career-deciding choice. She had an offer from Apple to be a web designer, and a lower paying offer from Pentagram, a design studio in New York. Again, she went with her gut and chose New York over the West Coast. After working with Paula Scher at Pentagram for awhile, she was feeling like she wanted more. Paula found Jessica a job at PRINT Magazine, where she worked as an associate art director. There she worked on magazine publications, book covers, some of which are shown above, and had some illustrations featured in the New York Times. Working here, she began to feel stuck again, and in an act of desperation, sent an email to graphic designer Stefan Sagmeister, asking where to go in life.

When the time came to go to college, she received an offer from a website company to become their designer, and she had to decide whether she wanted to do website design forever or if she wanted to go to an art school and study design. She had several options for school, but her gut told herto choose the Rhode Island School of Design. This largely impacted her work today, which combines elements of fine art and digital design. Her foundations courses pushed her to learn fine art skills and

PARTNERSHIP

STEFANâ&#x20AC;&#x2122;S RESPONSE Much to her surprise, Stefan answered her the next morning and invited her in to show him her portfolio. He flipped through her portfolio and immidiately asked her asked her to come work for him. Stefan is known for working alone, and only hiring every few years. After two years, they became partners in the firm, renaming it Sagmeister and Walsh.

THE ANNOUNCEMENT Many years ago, when Stefan opened his own design firm, he sent a nude photo of himself in his office to announce the opening. To honor this, the pair rebranded the firm and sent out an email announcement, recreating the photo. This time, it featured the both of them, nude, in their office. Jessica, being significantly smaller than Stefan, is standing next to him on a stack of books. This image stirred up many conversations in the design community. They got an overwhelming amount of feedback, both positive and negative. This paired with the visual identity, which featured several stick figures in morally questionable situations, caused some people to question whether Jessica slept with Stefan to get where she was, or whether the two were together. This possibility was viewed negatively due to the age difference between the two. Stefan and Jessica didnâ&#x20AC;&#x2122;t think much of the criticism, after all, the announcement was effective. The point was to draw attention to the change in the company, and it very well did.

â&#x20AC;&#x153;Jessica is half my age, half my size and twice as fastâ&#x20AC;? -Stefan Sagmeister

ABOUT THE PARTNERSHIP The two started working together in 2010, and after two years Jessica again felt like she wanted more. She wsa going to quit working for Stefan and start her own firm. She went to him to inform him and ask for advice, and this sparked a conversation. Stefan wanted Jessica to stay, so he proposed that she would become a partner at the firm, rather than working for him. She accepted.

“ Jessica can make an idea look beautiful,” Sagmeister says. “One of the reasons I thought she

would make a wonderful partner was that she is fantastic in all aspects of design. She can come up with a great idea, execute it, explain it and—maybe most importantly—know how to make it happen.”

She now takes the lead on the commercial work for clients, which leaves him with more time for his open, creative work that he takes breaks to work on every seven years. This works for both of their personalities, as she looks forward to getting back to the office after just a week off, and he will go for long periods of time, knowing she can run the firm. They both greatly admire the other, and value the other’s opinion. They both agree that keeping the firm small is the best way to work. This way they can collaborate, and they can hear the voices of everyone working there, and all opinions can be accounted for.

COMMERCIAL WORK The commercial work produced by Sagmeister and Walsh falls a bit on the unconventional side. Their work has taken a turn for bright, bold and colorful. In an interview about her work, Jessica says, “I’m a player.” To her, play is important to making work, as well as an important aspect in all areas of life. “Play is a flow state where we have this perfect balance of challenge and opportunity within our skillset,” says Walsh. There is almost always a positive correlation between the more fun put into work and receiving positive responses when the work is done. The playful mindset is perfect for creativity and innovation. In addition to incorporating play into her work, Walsh also finds that constrains often boost creativity. With their advertisements for Aizone, a high-end fashion department store in the Middle East, Sagmeister and Walsh decided that for the advertisements, they could only use black and white, and they could not use any of the store’s actual products. For each season that they created ads, they changed their constraints slightly, until they had evolved enough that they had a direction. Another case of creative constraints was with Frooti, and Indian Mango Juice. Here they decided to focus the advertisements on the bright packaging, by leaving it actual size and making everything around it miniature. Both of these ad campaigns are shown on the pages that follow. LEFT: MILLIE ADVERTISEMENT 15

FROOTI BRAND CAMPAIGN

AIZONE ADVERTISEMENT 2014-16

AIZONE ADVERTISEMENT 2009-2014

AIZONE ADVERTISEMENT FALL/WINTER 2015

AIZONE ADVERTISEMENT 2009-2014

APPY FIZZ IDENTITY AND ADVERTISEMENT

PERSONAL WORK Jessica Walsh has done several personal projects that steer away from her commercial work for Sagmeister and Walsh. Her first big project was done with friend and designer Timothy Goodman, titled 40 Days of Dating. After that, the two started a longer projects called 12 Kinds of Kindness. This project lasted a year, and focued on becoming more kind and empathetic. These personal projects have changed Walsh’s work habits. She finds the work she does for herself to be just as rewarding as the design work she does for clients. Now she makes it a priority to focus on her personal work and not just her work for clients. As she said in an interview,

“ You don’t need huge budgets or the

perfect clients to make the work you want to be making.”

On a less serious note, the two sometimes put quotes on shit, shown to the right. The two paint regular, everyday objects, and write a message on it. They have a blog full of these items, titled Quotes on Shit, and this is something that they work on here and there when they aren’t doing larger projects

ABOUT 40 DAYS OF DATING Jessica Walsh and Timothy Goodman, two designers and good friends, were both frustrated with dating, but had opposite issues with relationships. Jessica loved dating and took it very seriously, always worried about finding The One. Timothy hated commitment and never dated anyone very long before ruining it. They decided to challenge themselves and each other in a project called 40 Days of Dating. For the project, they decided to date each other for 40 days. In this time, they set a number of dates per week and made rules that they had to see each other once a day and that they couldn’t date or hook up with anyone else. They each had to fill out a blog post each day answering the same questions about what they did and how they felt. This project became a book after it’s completion, and the reaction from the public was huge. Many people were curious about the outcome and the future, and were inspired by the book. 40 Days of Dating is now becoming a movie. In an interview, Jessica talks about how rewarding personal projects can be.

“ 40 Days of Dating made me rethink my career and the way I work. Since the launch, we’ve

had thousands of people write to us about how our story touched them, made them laugh, made them cry, and, in some cases, even helped them change their lives. It’s amazing and humbling to hear that kind of feedback about something you put out into the world, which reminded me that content creation and expression through design is just as important to me as designing content for others.

THE RULES 1 We will see each other every day for forty days. 2 We will go on at least three dates a week. 3 We will see a couples therapist once a week. 4 We will go on one weekend trip together. 5 We will fill out the daily questionnaire and document everything. 6 We will not see, date, hookup, or have sex with anyone else.

QUESTIONS FOR JESSICA Why did you participate in this experiment? All my relationships keep failing. Am I fucking them up, or have I not met the right guy? Tim and I have been friends for years, and we always make fun of each other about our relationship problems. I wonder if putting two people together with opposite issues could help. Plus, these problems seem to be common with many other girls and guys we know, so I want to learn more about love and relationships in an attempt to figure out why.

Do you like dating? I prefer being single or being in a relationship. Dating can be fun, but it can also just be painfully awkward.

What is difficult about dating in NYC? Everyone is too busy and thinks they can do better. I can be shy around new people, so I’ve had a hard time meeting guys here. For a long while the only interest I was getting was from a construction worker who would catcall near 15th street. Eventually I tried online dating, and I did meet some great guys, but it didn’t work out with any of them.

When was your last serious relationship? It ended a year and a half ago. It was painful since we were very much in love. We had many wonderful years together, we lived together, and we had a dog together. However, after discovering he was lying to me for months, the relationship deteriorated.

What do you think about Tim’s current dating life? Tim disappears on girls soon after things start to get serious. I don’t think there is anything wrong with him dating around if he is honest about it, but I do think he is leading some of these girls on unintentionally. It would be nice if he developed a healthier perspective

towards relationships, so if he does meet a great girl, he doesn’t fuck it up.

Do you really need companionship or do you just hate being alone? I do enjoy being single. I just enjoy being in a loving healthy relationship even more.

What do you love most about being in a relationship? It’s nice to have someone you can give and receive love and support with. To have someone you can laugh, learn, grow, and explore the world with… and cuddle with. Cuddling is the best

Are your parents together? What is their relationship like? They married young at age 23 and have been together for 30 years. They have a very loving and supportive relationship. They are each other’s best friend.

Do you think your parents’ situation directly influences your relationships? My mom said that I am getting older and I should be less picky or I might wind up as a lonely cat lady. But I know what I like and what I am looking for, and I don’t want to compromise. I just hope I can find a “partner in crime” like my parents did. I am not so interested in marriage or kids yet, just someone wonderful to share life with.

Are you nervous about this experiment? Of course I am nervous, as I have no idea what the outcome will be. But I am always up for strange experiences and crazy experiments!

QUESTIONS FOR TIMOTHY Why did you participate in this experiment? On one hand, I’m having the time of my life. On the other hand, my inability to commit concerns me. I think this project is crazy and wonderful and risky, and Jessie is the only person I know who’s as crazy and risky. Furthermore, we’ve been the single individuals in our group of friends for awhile, which has allowed us to bond over our shortcomings.

Do you like dating? Usually, yes. I’m very comfortable around all types of women, and I love the thrill and parody of it all. The other day I saw a guy walk up to a woman and start a conversation. He did not know her. He didn’t meet her on the internet, this was the middle of the day in a public place. Yet, he built up the courage to talk to her. That’s a lost medium that can be truly magical.

What is difficult about dating in NYC? I think the dating life here is only difficult if you’re looking to settle down. If you’re looking to date, it can be perfect. Everyone is so career hungry, and it’s hard for some men to stay focused when there are beautiful and interesting women everywhere.

When was your last serious relationship? About two years ago. Since then I’ve been on cruise control. I think everybody reaches a peak in their life when things line up: confidence, age, success, and an ease about the opposite sex. I am not anti-relationship, I just don’t think I’ve met the right person. I might as well have fun in the meantime.

really wants to be in love. I don’t quite understand her rush, but it’s important for her. I’ve tried to encourage her to have some fun, date around, and let go of the expectations.

Why can’t you commit? I’m a big fan of Winnie-the-Pooh. There’s a quote where Owl says, “A girl sees what she likes, a boy likes what he sees.”

What do you love most about being single? Freedom. Why are the majority of single women I know disappointed, and the majority of the single men I know are having a blast?

Are your parents together? What is their relationship like? When my mother was 3 months pregnant, my father (her then boyfriend) told her that it was him or me. Thankfully, she chose me. I am certainly not devoid of issues.

Do you think your parents’ situation directly influences your relationships? Had I grown up in a more traditional family structure, I might have approached things differently. However, I wouldn’t be who I am today without the wonderful mentors and male influences in my life—and for that, I wouldn’t trade anything.

Are you nervous about this experiment? What do you think about Jessica’s current dating life? Jessie broke up with a long-time boyfriend a year and a half ago. Since then, she’s been juggling the dating scene and the single life. Ultimately, she just

A bit nervous, a bit excited, a good splash of curiosity. We’re playing with fire. We’re playing with a good friendship.

HAND LETTERING IMAGES FROM 40 DAYS OF DATING

TIMELINE OF DATING

40 DAYS OF DATING BOOK

ABOUT 12 KINDS OF KINDNESS After 40 Days of Dating, the two managed to remain friends and started a similar, yet less romantic project. This one challenged the designers to become more kind and empathetic. Appropriately titled, 12 Kinds of Kindness was conducted in a series of 12 steps, and was completed over the course of a year. Some challenges were to help or better the understanding of others, and some were for the designers personally. The designers faced hard times in their past, and worked to change their perceptions of others. This project has also received a positive response. Many viewers feel inspired to work along with the designers, and add their work to the project.

THE STEPS 01 CAN I HELP YOU 02 OPEN YOUR EYES 03 SWITCH IT UP 04 DONâ&#x20AC;&#x2122;T BEAT YOURSELF UP 05 FORGIVE AND FORGET 06 FACE YOURSELF 07 KILL THEM WITH KINDNESS 08 WALK A MILE IN THEIR SHOES 09 GO BIG OR GO HOME 10 PAY IT FORWARD 11 WEAR A SMILE 12 DIVE DEEP

TELL YOUR STORY

Share with us at twelvekindsofkindness@gmail.com or on social media

TELL YOUR STORY

Share with us at twelvekindsofkindness@gmail.com or on social media

ENDNOTES The following list credits every article or interview that informed this book. Jessica Walsh, Interview by Ryan & Tina Essmaker thegreatdiscontent.com/interview/jessica-walsh 12 Kinds of Kindness: A New Project from Jessica Walsh and Timothy Goodman printmag.com Awesome, Twisted and Beautiful: A Q&A with Designer Jessica Walsh guggenheim.org/blogs/checklist Jessica and Timothy, Interview by Tina Essmaker thegreatdiscontent.com/interview/jessica-walshtimothy-goodman How Jessica Walsh and Gerry Graf Turn Data Into Art in Their Advertising: The Benefits of Playing, Not Thinking adweek.com/news/advertising-branding Sagmeister & Walsh on Their New Partnership creativebloq.com Design Matters with Debbie Millman: Jessica Walsh soundcloud.com/designmatters sagmeisterwalsh.com/news 12kindsofkindness.com 40daysofdating.com

All images are property of Sagmeister & Walsh.