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Existing in a natural state exposes the imperfections and flaws that make all things more genuine, more human, more beautiful.

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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

Print

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?

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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.

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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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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?

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THE SEARCH FOR MEANING

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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

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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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_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

Print

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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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.


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