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_00 TA B L E O F C O N T E N T S _01 BORN FROM JE TS T H E N E W FAC E O F S A A B page_09 _02 IT’S A MINDSET IS PUNK DEAD? page_35 _03 A HOME FOR HUMMINGBIRDS HUM SWEET HUM page_55 _04 THE SEARCH FOR HOME EVERY THING BUT ORDINARY page_67 _ 0 5 A S H A R E D B R E AT H BETWEEN TWO LUNGS page_89 _ 0 6 WH ER E D O ES YO U R FO O D C O M E FRO M? FA R M T O TA B L E page_99 _07 THE AMERICAN DRE AM? LIFE, LIBERTY & THE PURSUIT OF _ _ _. page_117 _ 0 8 M FA T H ES I S U C H E W S : A T H ES I S PR O J E CT page_139
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_HUMAN
The broader one’s understanding of the human experience, the better design we will have. —STEVE JOBS
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BORN FROM JETS
PROJECT
DESIGN OBJECTIVE
The New Face of SAAB
S t u d e n t s a r e a s s i g n e d to p i c k a b r a n d t h a t i s d e a d, d y i n g o r d e f u n t. F o r t h i s p r o j e c t, I c h o s e S A A B, a b r a n d t h a t
CLASS
of f i c i a l l y w e n t u n d e r t h e e n d of 2011. O t h e r t h a n r e b r a n d -
Nature of Identity
i n g, s t u d e n t s a r e g i ve n t h e c h a l l e n g e of p u s h i n g t h e b r a n d b e yo n d a n y t h i n g i m a g i n e a b l e, a s l o n g a s i t f i t s t h e t r u e
SEMESTER
s p i r i t of t h e b r a n d.
Fall 2011 KEY ADJECTIVES INSTRUCTOR
I n n ov a t i ve / P i o n e e r i n g S p i r i t / U n c o n v e n t i o n a l
Hunter W immer OUTCOME C AT E G O R Y
T h e n e w f a c e of S A A B i n c o r p o r a te s n ot o n l y a n e w i d e n t i t y
b u t a l s o a s e r i e s of b r a n d ex te n s i o n s t h a t p u s h e s t h e b r a n d b e yo n d a n y t h i n g i t ’s s e e n b e f o r e. To c r e a te a n ex p e r i e n c e
T Y P E FA C E S
f o r l oy a l S A A B c u s to m e r s, b ot h o l d a n d n e w, t h a t u p h o l d s
Akzidenz-Grotesk
t h e t r u e s p i r i t of t h e b r a n d. T h e n e w f a c e of S A A B s e e k s to i n s p i r e i t s c u s to m e r s to g o f a r t h e r, b e yo n d a n y p h y i c a l l i m i t a t i o n s . T h e q u e s t i o n i s n o l o n g e r, w h e r e c a n I g o b u t h ow f a r c a n I g o?
T I T L E _ T H E N E W FA C E O F S A A B
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Even imper fection itself may have its ideal or per fect state. —T H O M A S D E Q U I N C E Y
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IT ’S A M I N D S ET
PROJECT
DESIGN OBJECTIVE
Is Punk Dead?
G r o u p P r o j e c t: To c r e a te a b o o k s e r i e s a b o u t a c h o s e n to p i c. E a c h b o o k m u s t r e f l e c t t h e ove r a l l a e s t h e t i c of t h e
CLASS
s e r i e s b u t m u s t f o c u s o n o n e a s p e c t of t h e c h o s e n to p i c.
Type Systems KEY ADJECTIVES SEMESTER
Loud / Rough / Unrefined / Handmade
Fall 2012 OUTCOME INSTRUCTOR Arvi Raquel-Santos C AT E G O R Y Print
O u r g r o u p to p i c f o c u s e d o n t h e w o r l d of P u n k a n d w h e t h e r o r n ot i t w a s i n f a c t s t i l l a l i v i n g, b r e a t h i n g l i f e s t y l e a s p r e va l e n t to d ay a s i t w a s 4 0 ye a r s a g o. O u r s e r i e s i s d i v i d e d u p by L i f e s t y l e, M u s i c a n d S t y l e. A s a g r o u p w e d e ve l o p e d t h e ove r a l l a e s t h e t i c of t h e s e r i e s t h a t w e e a c h t h e n i n c o r p o r a te d i n to t h e d e s i g n of o u r b o o k s .
T Y P E FA C E S Prestige Elite
T h e b o o k I d e s i g n e d a n d d e ve l o p e d w a s f o c u s e d o n t h e L i f e s t y l e of P u n k s . T h i s b o o k i n c l u d e s t h e h i s to r y of t h e v a r i o u s g e n r e s of P u n k a s w e l l a s r e a l i n te r v i e w s w i t h i n d i v i d u a l s t h a t c u r r e n t l y l i ve t h e p u n k l i f e s t y l e. T h e to r n edges and collage imager y reflect the DIY aspect that is s o p r e v a l e n t w i t h i n t h i s c u l t u r e, f r o m t h e i r c l ot h e s to t h e i r m u s i c to t h e i r a r t w o r k .
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SO YOU DON’T FIT IN? NOBOD YOU DON’T UN WELL, JOIN THE THE UNIFORM.
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BELONG? YOU DON’T DY UNDERSTANDS YOU? NDERSTAND ANYBODY? E MOVEMENT. WEAR WEAR IT WITH PRIDE.
TITLE_IS PUNK DEAD?
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BEING PUNK IS WEAR. IT IS HO THINK. BEING P IS DISPLAYED T
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S MORE THAN JUST WHAT YOU OW YOU LOOK AND HOW YOU PUNK IS IN YOUR HEART AND IT THROUGH YOUR ACTIONS.
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_ N AT U R A L
It seems to me that the natural world is the greatest source of excitement; the greatest source of visual beauty; the greatest source of intellectual interest. — D AV I D AT T E N B O R O U G H
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A HOME FOR HUMMINGBIRDS
PROJECT
DESIGN OBJECTIVE
Hum Sweet Hum
To d e s i g n a s u s t a i n a b l e b i r d h o u s e t h a t m e e t s t h e n e e d s of a c h o s e n s p e c i e s a n d r e f l e c t s ove r a l l b r a n d a e s t h e t i c of
CLASS
c h o s e n h o u s e w a r e s c o m p a n y.
Packaging 2 KEY ADJECTIVES SEMESTER
C o n te m p o r a r y / U n i q u e / N a t u r a l
Spring 2012 OUTCOME INSTRUCTOR Thomas McNulty C AT E G O R Y Packaging T Y P E FA C E S Gotham
H u m S w e e t H u m w a s d e s i g n e d a s m o r e of a h u m m i n g b i r d e n v i r o n m e n t r a t h e r t h a n a h o u s e. W i t h l i t t l e to n o s e n s e of s m e l l, h u m m i n g b i r d s f e e d by s i g h t o n r e g u l a r l y-f o l l ow e d r o u te s c a l l e d t r a p l i n i n g. A h u m m i n g b i r d g a r d e n i s a g r e a t w ay to a t t r a c t t h e h u m m e r. T h e s e g a r d e n s u s u a l l y c o n s i s t of b r i g h t- c o l o r e d f l ow e r s, u s u a l l y s h a d e s of r e d s a n d o r a n g e s, a s w e l l a s p l a n t s t h a t h u m m i n g b i r d s a r e a t t r a c te d to. T h e i d e a of H u m S w e e t S w e e t b e i n g p a r t p l a n te r a n d p a r t h o u s e s te m s f r o m t h e i d e a of t h e h u m m i n g b i r d g a r d e n.
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_HONEST
Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind. —DR. SEUSS
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THE SEARCH FROM HOME
PROJECT
DESIGN OBJECTIVE
Everything But Ordinary
To c r e a te a f i l m f e s t i v a l ex p e r i e n c e a r o u n d t h e m ov i e s of a c h o s e n d i r e c to r.
CLASS Integrated Communications
KEY ADJECTIVES Tr a n s i e n c e / C o m f o r t / U n o r d i n a r y / U n i q u e
SEMESTER Spring 2011
OUTCOME E ve r y t h i n g B u t O r d i n a r y f o c u s e s o n t h e f i ve f i l m s by S a m
INSTRUCTOR Christopher Morlan C AT E G O R Y Packaging & Print T Y P E FA C E S Whitney & Berkeley
M e n d e s . R o a d to Pe r d i t i o n, R e vo l u t i o n a r y R o a d, A m e r i c a n B e a u t y, Aw ay We G o a n d J a r h e a d a l l h ave o n e c o m m o n t h r e a d, t h e s e a r c h f o r h o m e i n u n o r d i n a r y p l a c e s . Pe o p l e w h o a r e c o n s t a n t l y o n t h e m ov e h ave to c r e a te t h e i r ow n d e f i n i t i o n of w h a t h o m e m e a n s, w h i c h f o r s o m e i s j u s t b e i n g w i t h t h o s e yo u l ove. E a c h i te m w i t h i n t h i s f e s t i v a l w a s c r e a te d w i t h t h e s e p e o p l e i n m i n d, w h a t w o u l d s o m e o n e w h o i s c o n s t a n t l y o n t h e m ov e w a n t to h ave?
T I T L E _ E V E RY T H I N G B U T O R D I N A RY
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THE SEARCH FOR MEANING
AND HOME WITHIN THE FILMS OF SAM MENDES
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T I T L E _ E V E RY T H I N G B U T O R D I N A RY
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_GENUINE
As I grow older, I realized that it was much better to insist on the genuine forms of nature, for simplicity is the greatest adornment of ar t. —ALBRECHT DURER
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A SHARED BREATH
PROJECT
DESIGN OBJECTIVE
Between Two Lungs
To c r e a te a t y p e p o s te r i n s p i r e d by s o n g of c h o i c e. P r o j e c t u t i l i ze d t y p e p r i n te d o n v e l l u m w h i c h w a s t h e n p r o j e c te d
CLASS
o n to t h e w a l l. S t u d e n t s w e r e a s s i g n e d to c r e a te c o m p o s i -
Experimental Type
t i o n s u s i n g t h e s l i d e s w h i c h t h e y t h e n p h oto g r a p h e d.
SEMESTER
KEY ADJECTIVES
Spring 2011
L i ve l y / H a p py / E a g e r / D r a m a t i c
INSTRUCTOR
OUTCOME
Stan Zienka
T h e c o l o r s a n d c o m p o s i t i o n w e r e v i t a l to c a pt u r i n g t h e
C AT E G O R Y Print
t r u e e s s e n c e of B e t w e e n Tw o L u n g s by F l o r e n c e a n d T h e M a c h i n e. U t i l i z i n g i m a g e r y c r e a te d o n a p r o j e c to r p r ov i d e d a l ot of f r e e d o m w i t h t y p e a n d i m a g e ex p e r i m e n t a t i o n.
T Y P E FA C E S Garamond
TITLE_BETWEEN TWO LUNGS
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E M I LY S H I E L D S _ M FA P O R T F O L I O
Between two lungs it was released The breath that passed from you to me
two
Now all the days of begging The days of theft No more gasping for a breath The air has filled me head-to-toe And I can see the ground far below I have this breath and I hold it tight And I keep it in my chest with all my might I pray to god this breath will last As it pushes past my lips As I... Gasp! Gasp.
Because it was trapped Tapped between two lungs It was trapped between two lungs
Between two lungs it was released The breath that passed from you to me That flew between us as we slept That slipped from your mouth into mine It crept between two lungs It was released The breath that passed from you to me That flew between us as we slept That slipped from your mouth into mine It crept
And my running feet could fly Each breath screaming: “We are all too young to die!�
Because it was trapped Trapped between two lungs It was trapped between two lungs It was trapped between two lungs
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FLORENCE AND THE MACHINE capture the essence of falling in love in Between Two Lungs. The song starts out very slow and soft and throughout the duration of the song, we witness a slow crescendo that steadily builds as she tells her story of losing herself when falling in love. As the music gets faster, it represents her sense of release as her and her lover pronounce their love for one another, which is represented by the breath that is shared between their two lungs. This song makes me think of exhilaration at the release of one’s most intimate feelings.
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“ Think simple” as my old master used to say— meaning reduce the whole of its par ts into the simplest terms, getting back to first principles. —FR A N K LLOY D WR IG HT
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A SUSTAINABLE FOOD SYSTEM
PROJECT
DESIGN OBJECTIVE
Farm to Table
To c r e a te a w a r e n e s s a r o u n d a to p i c of c h o i c e. T h e f I n a l b o o k e n c a p s u l a te s t h e r e s e a r c h c o m p l e te d by s t u d e n t s
CLASS
ove r t h e c o u r s e of t h e s e m e s te r.
Visual Communications Lab SEMESTER Spring 2011 INSTRUCTOR Hunter W immer C AT E G O R Y Print
KEY ADJECTIVES Local / Natural / Organic / Approachable OUTCOME T h e to p i c t h a t I c h o s e f o c u s e d h e av i l y o n t h e d i s t a n c e o u r f o o d t r ave l s f r o m f a r m to t a b l e. I n t h e U n i te d S t a te s, w e h ave b e c o m e c o m p l e te l y d i s c o n n e c te d w i t h t h e f o o d t h a t w e e a t. We k n ow s o l i t t l e a b o u t w h e r e i t c o m e s f r o m o r h ow i t w a s p r o d u c e d. Fa r m to Ta b l e ex p l a i n s t h e i m p o r t a n c e of
T Y P E FA C E S
engaging in the food that we eat and why it is impor tant
Rockwell & Whitney
to e a t l o c a l l y a n d s u p p o r t l o c a l f a r m e r s i n o r d e r to w o r k tow a r d s c r e a t i n g a m o r e s u s t a i n a b l e f o o d s y s te m.
T I T L E _ FA R M T O TA B L E
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The absence of flaw in beauty is itself a flaw. —H AV E L O C K E L L I S
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E M I LY S H I E L D S _ M FA P O R T F O L I O
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_07 PROJECT Life, Liberty & The Pursuit of
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THE AMERICAN DREAM?
DESIGN OBJECTIVE .
To d e ve l o p a n d d e s i g n p r o m ot i o n a l c o l l a te r a l f o r p a p e r c o m p a n y of c h o i c e. Fr e n c h Pa p e r ’s P O P-TO N E p a p e r l i n e
CLASS
c o m e s i n 24 b r i g h t l y- c o l o r e d s h a d e s .
Type 3 SEMESTER Spring 2012 INSTRUCTOR Ariel Grey
KEY ADJECTIVES L o u d / B r i g h t / E d i to r i a l / C l e a n OUTCOME T h e ove r a l l c o n c e pt of t h i s p r o j e c t r e vo l ve s a r o u n d t h e e vo l u t i o n of t h e A m e r i c a n D r e a m—w h a t i t s to o d f o r i n t h e
C AT E G O R Y
5 0’s a n d w h a t i t s t a n d s f o r n ow. B y u t i l i z i n g t h e l o u d c o l o r s
of f e r e d w i t h i n t h e P O P-TO N E l i n e, t h e p r o m ot i o n a l c o l l a te r a l w a s a b l e to t a ke o n a ve r y i n -yo u r-f a c e a p p r o a c h w i t h
T Y P E FA C E S Knockout & Hoefler
n ot o n l y b r i g h t c o l o r s b u t a l s o l a r g e t y p e. O n e of t h e m a j o r a s p e c t s h i g h l i g h te d i n t h i s b o o k i s t h e c o n n e c t i o n b e t w e e n t h e ‘A m e r i c a n D r e a m’ a n d p o p c u l t u r e. Fr o m T h e A d ve n t u r e s of O z z i e a n d H a r r i e t to R o n a l d R e a g a n, w h a t w a s popular in the public eye shaped the dream that Americans s t r i ve d f o r. T h i s c o n n e c t i o n s t i l l h o l d s t r u e to d ay.
TITLE_LIFE, LIBERTY & THE PURSUIT OF
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E M I LY S H I E L D S _ M FA P O R T F O L I O
BUB BLE GUM TANGY
CREAM #100 lb cover 7002 French Paper
SPEAR MINT #70 lb text 7008 French Paper
#70 lb text 7015 French Paper
PINK
RAZ ZLE BERR WILD
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People should think things out fresh and not just accept conventional terms and the conventional way of doing things. —BUCKMINSTER FULLER
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EAT BETTER.
THESIS PROJECT
DESIGN OBJECTIVE
UChews
To d e ve l o p a n d d e s i g n a s o l u t i o n to c o m b a t o b e s i t y a n d major health issues on the rise amongst college students.
C AT E G O R Y Food & Health
KEY ADJECTIVES Energetic / Bold / Enticing / Clean
SEMESTER Fall 2012 THESIS ADVISORS Michele Ronsen / David Hake
OUTCOME I n o r d e r to r e a c h c o l l e g e s t u d e n t s, w e h ave to u n d e r s t a n d t h e m a n d w h y t h e y d o t h e t h i n g s t h e y d o. W h e n i t c o m e s to f o o d, c o l l e g e s t u d e n t s a r e p r o n e to g o f o r w h a t i s c h e a p,
C AT E G O R Y
c o n ve n i e n t a n d a c c e s s i b l e. I n o r d e r to m a ke h e a l t h y f o o d
Print / Packaging
a s a t t r a c t i ve a n d e n t i c i n g a s f a s t f o o d, i t m u s t m e e t t h i s s p e c i f i c c r i te r i a .
T Y P E FA C E S
E n te r t h e m o b i l e m a r ke t. W i t h t h e f o o d t r u c k c o n c e pt
Ranger / DIN Pro
t a k i n g ove r A m e r i c a , w h y n ot i m p r ove u p o n a n a l r e a d y incredible and successful idea. This is where UChews c o m e s i n. I t i s t h e h e a l t h i e r o l d e r s i s te r to t h e f o o d t r u c k . I t p r ov i d e s s t u d e n t s w i t h a c c e s s to w h o l e s o m e n u t r i t i o u s f o o d s t h a t t h e y c a n g r a b o n -t h e -f l y a s t h e y b a r e l y m a ke i t to c l a s s o n t i m e. U C h e w s of f e r s a n a r r ay of h e a l t h y w r a p s a n d s a n d w i c h e s, h o t o a t m e a l a n d b r e a k f a s t s a n d w i c h e s a s w e l l a s s o u p s i n t h e w i n te r a n d s m o ot h i e s i n t h e s p r i n g.
TITLE_UCHEWS: A THESIS PROJECT
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In order to prevent younger generations from making the 2030 projection a reality, changes have to be made.
TITLE_UCHEWS: A THESIS PROJECT
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E M I LY S H I E L D S _ M FA P O R T F O L I O
THANK YOU FA M I LY F i r s t a n d f o r e m o s t, I w o u l d l i ke to t h a n k m y p a r e n t s a n d m y s i s te r s f o r a l l of t h e i r u n c o n d i t i o n a l l ov e a n d s u p p o r t. A l s o to m y w o n d e r f u l n e p h e w s w h o c o n s t a n t l y m a ke l i f e w o n d e r f u l a n d exc i t i n g. T h a n k y o u f o r a l l t h a t y o u d o a n d f o r a l w ay s b e i n g j u s t a p h o n e c a l l a w ay. SCHOOL T h a n k yo u to m y i n c r e d i b l e i n s t r u c to r s w h o h av e m a d e t h i s s l e e p l e s s j o u r n e y t h e m o s t c h a l l e n g i n g ye t i n v i g o r a t i n g ex p e r i e n c e of m y l i f e t h u s f a r. LOVELIES T h a n k yo u to J o e l f o r h av i n g t h e a b i l i t y to a l w ay s k n ow h o w to m a ke m e s m i l e. T h a n k y o u to J o e l, D a r a , E m a n d M a r y f o r t h e (e n d l e s s) t h e s i s c h a t s, l i f e t a l k s a n d ‘ t h i s i s h a p p e n i n g’ m o m e n t s . T h a n k y o u to a l l of t h e w o n d e r f u l p e o p l e i n m y p r o g r a m t h a t I’v e h a d t h e p l e a s u r e s h a r i n g t h e s e p a s t 3.5 (m i l l i o n) y e a r s w i t h. T h i s h a s b e e n o n e of t h e m o s t r e w a r d i n g ex p e r i e n c e s of m y l i f e a n d I h av e a l l of yo u to t h a n k .
E M I LY S H I E L D S 312.450.5581 shields.emily@gmail.com www.emilyleeshields.com ACADEMY OF ART UNIVERSITY 79 New Montgomery San Francisco CA 94105 T Y P E FA C E Helvetica Neue PA P E R Cougar PRINTER Graphic Imagery BINDER The Key SOFTWARE InDesign, Illustrator, Photoshop Š E M I LY S H I E L D S 2 0 1 2 No portion of this book may be used or reproduced in any manner without the written consent of Emily Shields. All rights reserved.