title
ELEVATING THE EXTREME designer DANIELLE SCHNEIDER
project 001 title FALSE DICHOTOMY course
INTEGRATED COMMUNICATIONS book MFA PORTFOLIO
instructor HUNTER WIMMER institution ACADEMY OF ART UNIVERSITY
A FALSE DICHOTOMY EXISTS BETWEEN THE ARTS AND SCIENCES. ALTHOUGH THE RIGHT AND LEFT BRAIN MAY BE EMPLOYED FOR CERTAIN TASKS, THE SYNTHESIS OF THE TWO COMBINE TO CREATE SMART DESIGN.
semester SPRING 2014 year 2015
PAGE 1
FALSE DICHOTOMY SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
Š 2015 DANIELLE SCHNEIDER All rights reserved. No portion of this book may be used or reproduced in any manner without written consent of Danielle Schneider. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.
www.danielle-schneider.com hello@danielle-schneider.com 925 699 4506
PAGE 4
designer
DANIELLE SCHNEIDER title
FALSE DICHOTOMY book
MFA PORTFOLIO institution
ACADEMY OF ART UNIVERSITY
year
2015
PAGE 5
FALSE DICHOTOMY SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
A dichotomy is a division or contrast between two things that are, or are represented as being opposed or entirely different. A false dichotomy is one that is not jointly exhaustive, or not mutually exclusive. Art and science have been argued to be dichotomous of one another, however this is a false assumption. Although one may assert that different sides of the brain are utilized in each area of expertise, the brain works as a collaborative and adaptive system, and so does art and science. Beautiful design is generated through the synthesis of art and science, utilizing methodical reasoning and visual thoughtfulness. My work represents this false dichotomy.
PAGE 6
designer
DANIELLE SCHNEIDER title
FALSE DICHOTOMY book
MFA PORTFOLIO institution
ACADEMY OF ART UNIVERSITY
A FALSE DICHOTOMY EXISTS BETWEEN THE ARTS AND SCIENCES. ALTHOUGH THE RIGHT AND LEFT BRAIN MAY BE EMPLOYED FOR CERTAIN TASKS, THE SYNTHESIS OF THE TWO COMBINE TO CREATE SMART DESIGN.
year
2015
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SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 8
FALSE DICHOTOMY
title ELEVATING THE EXTREME
001
20
001
ELEVATING THE EXTREME
project
10
002 ORDINARY DISARRAY
KIND OF BLUE
40
004 WALK FOUR
50
INTEGRATED COMMUNICATIONS
003
course
30
005 EXPERIMENTS IN COLOR
006
80
007 </PURE GRAIN>
90
HUNTER WIMMER
SWEDISH COMFORT
instructor
60
008
semester
DLLRZ
SPRING 2014
PAGE 9
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 10
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
AFTER A CERTAIN HIGH LEVEL OF TECHNICAL SKILL IS ACHIEVED, SCIENCE AND ART TEND TO COALESCE IN ESTHETICS, PLASTICITY, AND FORM. THE GREATEST SCIENTISTS ARE ALWAYS ARTISTS AS WELL. Albert Einstein
semester
FALL 2014
FALSE DICHOTOMY
01/09
objective | Find a dead, dying or defunct brand and breathe new life into it. Study its history and identify its soul. With that information in hand, breathe new life into it while keeping the soul intact. The brand can be repositioned outside of where it currently sits, on the condition that it does not lose the core meaning. As a deliverable, provide a comprehensive brand standards guide for the rebrand.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
strategy | I chose to redesign Airwalk, a skate brand that hit its popularity in the 1980â&#x20AC;&#x2122;s, and slowly lost steam in the 1990â&#x20AC;&#x2122;s. This brand interested me because of my interest in extreme sports, and I thought it would be a creative challenge to envision not only the future of Airwalk, but also the future of extreme sports. With this challenge in mind, I redesigned the Airwalk logo, adjusted the visual verve and aesthetic, created brand standards, and envisioned future avenues for the brand... the Karman line, and beyond.
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
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SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 14
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 15
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 16
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 17
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 18
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 19
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 20
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 21
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 22
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 23
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 24
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 25
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 26
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 27
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 28
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 29
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 30
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 31
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 32
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
NATURE OF IDENTITY instructor
HUNTER WIMMER
semester
FALL 2014
PAGE 33
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 34
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 35
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 36
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
THE INTUITIVE MIND IS A SACRED GIFT, AND THE RATIONAL MIND IS A FAITHFUL SERVANT. WE HAVE CREATED A SOCIETY THAT HONORS THE SERVANT, AND HAS FORGOTTEN THE GIFT. Albert Einstein
HUNTER WIMMER
semester
SPRING 2014
PAGE 37
FALSE DICHOTOMY
02/09
objective | Plan and design a multi-faceted film festival, based on the works of a single director. The festival deliverables are to exist as a system, whereby most of the imagery will be selfgenerated, and the reliance in the actual screen captures of the film is kept to the bare minimum. The combination of strategy, research, project management and design provide a unique challenge to the complex project. Before a pen is even put to paper, the first step is the selection of a filmmaker deemed worthy of an entire festival. His life and works are researched before a selection of his films are made, and bearing a common theme, form which the deliverables will draw.
thread | An exploration of home and the chaotic family relationships within, through the films of Sam Mendes.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
strategy | The Sam Mendes Film Festival takes place in lovely Hartford, Connecticut, which closely resembles the settings of many of his films. The dysfunctional nature of his movies becomes inspiration for the visual language of the Ordinary Disarray film festival. In his films, the home often provides an environment where the characters are imprisoned and try to break free, which is often set as the goal of the path followed by the hero. The chaos that takes place behind closed doors in seemingly ordinary homes, is captured through the imagery, typography and graphics in this Sam Mendes film festival.
PAGE 38
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 39
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 40
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 41
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 42
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 43
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 44
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 45
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 46
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 47
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 48
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 49
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 50
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 51
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 52
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 53
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 54
FALSE DICHOTOMY
title
ELEVATING THE EXTREME project
001 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 55
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 56
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 57
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 58
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 59
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 60
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 61
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 62
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 63
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 64
FALSE DICHOTOMY
title
ORDINARY DISARRAY project
002 course
INTEGRATED COMMUNICATIONS instructor
HUNTER WIMMER
semester
SPRING 2014
PAGE 65
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 66
FALSE DICHOTOMY
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
THROUGH ART AND SCIENCE IN THEIR BROADEST SENSES IT IS POSSIBLE TO MAKE A PERMANENT CONTRIBUTION TOWARDS THE IMPROVEMENT AND ENRICHMENT OF HUMAN LIFE... Frederick Sanger
semester
SPRING 2013
PAGE 67
FALSE DICHOTOMY
03/09
objective | Find a poorly designed book that lives out in the world. Using the content within, including pictures and copy, redesign the book interior pages, as well as the cover.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
strategy | I was immediately drawn to the book, which paid tribute to Miles Davis, written by those who knew him best. Sadly the book was poorly designed, and did not capture the essence of the person or music created in such an incredibly influential genre and time. I drew upon the brass color tones of the instruments that create blues music as inspiration, which created a beautiful contrast with the black and white photography. A sampling of the book was recreated to demonstrate the overall book design.
PAGE 68
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
semester
SPRING 2013
PAGE 69
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 70
FALSE DICHOTOMY
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
semester
SPRING 2013
PAGE 71
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 72
FALSE DICHOTOMY
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
semester
SPRING 2013
PAGE 73
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 74
FALSE DICHOTOMY
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
semester
SPRING 2013
PAGE 75
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 76
FALSE DICHOTOMY
title
KIND OF BLUE project
003 course
TYPE COMPOSITION instructor
DAVID HAKE
semester
SPRING 2013
PAGE 77
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 78
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
STUDY THE SCIENCE OF ART. STUDY THE ART OF SCIENCE. DEVELOP YOUR SENSES—LEARN HOW TO SEE. REALIZE THAT EVERYTHING CONNECTS TO EVERYTHING ELSE. Leonardo da Vinci
semester
SUMMER 2013
PAGE 79
FALSE DICHOTOMY
objective | Discover a problem that exists in the world that you are passionate about, and you believe can be solved through design. Create a plan to solve the issue, including a campaign with printed materials, digital applications and an event to promote your solution.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
04/09
strategy | Mental illness is a topic that I am passionate about, and feel especially close to, as several family and friends suffer from a mental illness. The stigma that exists with those who suffer from mental illness was the issue I felt needed the most attention, and I felt that design could bring new light to the topic. One in Four is the brand I created to combat the stigma and shame associated with mental illness, as one in four people suffer from a mental illness in their lifetime. A catalog containing brochures, website, mobile app, and event were designed to create awareness about mental illness.
PAGE 80
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2013
PAGE 81
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 82
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 83
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 84
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 85
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 86
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 87
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 88
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 89
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 90
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 91
PAGE 92
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 93
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 94
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 95
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 96
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 97
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 98
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 99
PAGE 100
FALSE DICHOTOMY
title
WALK FOUR project
004 course
VISUAL THINKING instructor
HUNTER WIMMER
semester
SUMMER 2014
PAGE 101
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 102
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
THE MOST BEAUTIFUL THING WE CAN EXPERIENCE IS THE MYSTERIOUS. IT IS THE SOURCE OF ALL TRUE ART AND SCIENCE.
Albert Einstein
semester
SPRING 2014
PAGE 103
FALSE DICHOTOMY
objective | Chose a color and experiment with how that color translates, both literally and abstractly, into typography. These typographical experiments will be presented as a series of nine posters.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
05/09
strategy | Red is percieved as a color of passion, energy and actionâ&#x20AC;&#x201D;It omits warm and positive feelings, but is also representative of fire and blood. In this typographical experiment, I explored thee more common understandings of the color, as well as more absract concepts. Together, these nine posters represent the diverse and visually intriguing interpretations of the color red.
PAGE 104
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 105
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 106
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 107
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 108
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 109
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 110
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 111
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 112
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 113
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 114
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 115
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 116
FALSE DICHOTOMY
title
EXPERIMENTS IN COLOR project
005 course
TYPE EXPERIMENTS instructor
LIAN NG
semester
SPRING 2014
PAGE 117
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 118
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
SIMPLICITY IS THE ULTIMATE SOPHISTICATION.
Leonardo da Vinci
semester
FALL 2013
PAGE 119
FALSE DICHOTOMY
objective | Chose a company for which you would like to recreate an identity for. Design and create a corporate facing book, website and capability brochure. Additionally, design public facing collateral, such as marketing and product packaging to be featured within the corporate materials.
strategy | I chose to redesign the modern furniture and home goods brand, IKEA. I connected with IKEAâ&#x20AC;&#x2122;s Swedish roots, renaming the brand TrĂśsta, and reignited the brand vision with a refreshed logo and visual system. Additionally, assets were designed that are both corporate and consumer facing, that fell within the newly designed brand standards.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
06/09
PAGE 120
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 121
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 122
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 123
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 124
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 125
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 126
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 127
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 128
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 129
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 130
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 131
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 132
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 133
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 134
FALSE DICHOTOMY
PAGE 135
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 136
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 137
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 138
FALSE DICHOTOMY
title
SWEDISH COMFORT project
006 course
TYPE SYSTEMS instructor
LIAN NG
semester
FALL 2013
PAGE 139
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 140
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
THE CAPACITY TO BE PUZZLED IS THE PREMISE OF ALL CREATION, BE IT IN ART OR IN SCIENCE.
Erich Fromm
semester
SPRING 2015
PAGE 141
FALSE DICHOTOMY
objective | Find a business with a poor web presence or topic of interest, to create a website for. Design a multipage website, and code the HTML, CSS, JavaScript and jQuery that will allow the website to be fully functional to the user.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
strategy | Pure Grain Cafe & Bakery is a local bakery that offers delightful German pastries and coffee, but lacks a web presence that embodies what their downtown shop possesses. I designed a fully functioning website, that offers greater organization and design than their original site. With the updated web presence their award winning food items and bakery delicacies could be foundâ&#x20AC;&#x201D;and orderedâ&#x20AC;&#x201D;on their website and mobile app.
08/09
PAGE 142
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 143
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 144
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 145
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 146
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 147
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 148
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 149
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 150
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 151
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 152
FALSE DICHOTOMY
title
</PURE GRAIN> project
008 course
DIGITAL DESIGN STUDIO instructor
LLOYD MITCHELL
semester
SPRING 2015
PAGE 153
FALSE DICHOTOMY SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
Financial literacy among young adults is a dire and widespread problemâ&#x20AC;&#x201D;well over half of young adults received failing scores on personal finance surveys, and statistics demonstrate how ill prepared they are lead financially successful lives. There is a lack of designated financial educational resources for young adults, and mandated curriculum is decreasing. Resources available lack relevancy, accessibility and engagement, and pose a biased interest to helping those who need the information most. There is a need for financial literacy resources that can be used independently, and that contain clear and engaging information about pertinent and relevant topics based on their age or life stage. This thesis project aims to provide clear, concise and engaging resources to increase financial literacy among young adults.
PAGE 154
title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
THE NUMBER ONE PROBLEM IN TODAY’S GENERATION AND ECONOMY IS THE LACK OF FINANCIAL LITERACY.
Alan Greenspan
semester
FALL 2015
PAGE 155
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
PAGE 156
FALSE DICHOTOMY
title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
FINANCE, (NOUN) THE ART OR SCIENCE OF MANAGING REVENUES AND RESOURCES FOR THE BEST ADVANTAGE
Ambrose Bierce
semester
FALL 2015
PAGE 157
FALSE DICHOTOMY
objective | Chose a problem or issue that you would like to address using design. Solve it.
problem | Financial literacy among young adults. As a young adult, I noticed that many of my friends struggled to maintain their money, or control their spending after leaving home and entering college. After looking into the topic of financial literacy further, I discovered that financial literacy and preparedness is an epidemic across the United States. Although financial literacy scores among young adults have not increased, school’s across the nation have cut economics and finance curriculum. Unfortunately, this is often the only source of informational education for many young adults to learn the various aspects of finance. Additionally, alternative resources can be biased, and many young people find themselves with large amounts of credit card debt or poor spending habits, before they can even manage to open a savings account. As a topic as difficult to comprehend as finance, young adults need an engaging tool that makes learning these pertinent topics interesting and fun.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
strategy | I set out to create a resource that young adults could use independently, that provided content that was relevant and interesting to their lives, and delivered the information in a clear and engaging way. I developed Dllrz—a magazine and website, that provides stories, articles, infographics, and interactive visuals that walk the audience through all topics of finance in a clear, fun and engaging way. Dllrz connects with young adults unlike other resources available, reaching them where they can be found, and showing them how fun finance education can be.
advisors
09/09
ANITRA NOTTINGHAM JEREMY STOUT ANTHONY JAGODA HUNTER WIMMER MARY SCOTT
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS instructor
ANTHONY JAGODA
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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title
DLLRZ project
009 course
THESIS department
GRAPHIC DESIGN
semester
FALL 2015
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MOM & DAD, your encouragement, support and love has driven me to places I did not think were possible. Thank you for always believing in my dream to be an artist, even when I didnâ&#x20AC;&#x2122;t know I could. I love you both.
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
RYAN, you provide me with unwavering love and support, and believe in me when I have no more belief in myself. You are and will forever be my muse. I love you. THE FRIENDS I CONSIDER FAMILY, thank you for reminding me to eat and sleep during this crazy adventure called grad school. You have kept me sane when I have been driven to many states of madness. You are my greatest advocates and my family when I am far from home. You make me whole. INSTRUCTORS, your wealth of knowledge and guidance has allowed me to push my boundaries and discover new facets about myself. I will be forever grateful for your contribution to my education and career. PAGE 192
designer
DANIELLE SCHNEIDER title
FALSE DICHOTOMY book
MFA PORTFOLIO institution
ACADEMY OF ART UNIVERSITY
THANK YOU TO ALL OF THOSE THE BELIEVED IN MY TALENT, SUPPORTED THE JOURNEY, AND LOVED ME REGARDLESS OF THE CHALLENGES.
year
2015
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printing & bindery BLURB, INC. 580 California Street, #300 San Francisco, CA 94104 415 362 2067 www.blurb.com 100# Unocated Matte Paper
process
SELECTED WORKS OF DANIELLE SCHNEIDER, MFA
Adobe Creative Suite Canon T3i Camera
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designer DANIELLE SCHNEIDER title FALSE DICHOTOMY book MFA PORTFOLIO
student
institution
DANIELLE SCHNEIDER 101 Foothill Drive Vacaville, CA 95688 925 699 4506 www.danielle-schneider.com hello@danielle-schneider.com
ACADEMY OF ART UNIVERSITY
university ACADEMY OF ART UNIVERSITY MFA, Graphic Design 79 New Montgomery Street San Francisco, CA 94105
course
year
MFA PORTFOLIO Mary Scott Fall 2015
2015
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designer
DANIELLE SCHNEIDER title
FALSE DICHOTOMY book
MFA PORTFOLIO institution
ACADEMY OF ART UNIVERSITY
THE WOMAN WHO FOLLOWS THE CROWD WILL USUAULLY GO NO FURTHER THAN THE CROWD. THE WOMAN WHO WALKS ALONE IS LIKELY TO FIND HERSELF IN PACES NO ONE HAS EVER BEEN BEFORE. Albert Einstein
year
2015
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