modus operandi
from the mind of SARAH SEWARD
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modus operandi [from t he m ind of SAR AH SEWARD]
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[modus operandi]
driven by passion and optimism to design for the greater good modus operandi is a latin term that is loosely translated to “mode of operating.” In everyday terms we often hear it abbreviated in the expression “that’s not my in my m.o.” Well, in modus , a portfolio of selected works, I would like to introduce a few of the elements are in my m.o., both as a designer and fellow citizen of humanity. As a designer, I am guided by the principles of clarity, balance and economy. As an individual, I live by optimism, passion, and constant consideration of the “bigger picture.” I have used modus as an opportunity to reflect on these values.
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modus operandi [from t he m ind of SAR AH SEWARD]
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[modus operandi]
a lay of the land 01 02 03 04 05 06 07 08 09 10 11
a tribute to the movers and shakers mind over matter making GOOD on the floating flea market achieving greatness by interconnection joyful noise a search for en[light]enment profiling the prolific a progressive alternative bistro to the people! capitalizing on transparency logo marks acknowledgements colophon
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester fall] [year 2010] [instructor megumi kiyama] [course print and digital media 1] [p ro ject 01 follow] [ d eliv erabl es brochu re , post er se ri es & microsite]
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[modus operandi]
a tribute to the movers and shakers project title instructor course deliverables
concept
follow megumi kiyama print 1 brochure, website & poster series 隆viva la revoluci贸n! unrest, excitement, formalization and institutionalization are the four stages that most social movements evolve through. follow explores these stages via individual case studies of four social movements: slow food, straightedge, critical mass and anti-tobacco. the exploration draws on a breadth of data and depth of emotion to uncover the inspiring resilience of humankind. dual themes of unity and individuality, corruption and transparency, change and establishment emerge and are communicated through the design.
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modus operandi [from t he m ind of SAR AH SEWARD]
[p ro ject 01 follow] [ d eliv erabl es brochu re , post er se ri es & microsite]
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[instructor megumi kiyama] [course print and digital media 1]
[semester fall] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
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modus operandi [from t he m ind of SAR AH SEWARD]
[p ro ject 01 follow] [ d eliv erabl es brochu re , post er se ri es & microsite]
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[instructor megumi kiyama] [course print and digital media 1]
[semester fall] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2011] [instructor lian ng] [course type 4]
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[modus operandi]
mind over matter project title instructor
[project 02 compass] [deliverables survival guide]
course deliverables
concept
compass lian ng type 4 survival guide keep calm, and carry on. in an era of information overload, increased physical stress and pervasive mental burnout, compass addresses the goal of cultivating calm focus and awareness of one’s mind and body. the project aims to heighten awareness of emotions and thought patterns, empowering readers to change them. the idea that humans are amazing, resilient creatures is not a new one, we need only let our fears surrender to our strengths and we can see how good it is to be in the world today..
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 02 compass] [deliverables survival guide]
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[instructor lian ng] [course type 4]
[semester spring] [year 2011]
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modus operandi [from t he m ind of SAR AH SEWARD]
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 02 compass] [deliverables survival guide]
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[instructor lian ng] [course type 4]
[semester spring] [year 2011]
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 02 compass] [deliverables survival guide]
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[instructor lian ng] [course type 4]
[semester spring] [year 2011]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2011] [project 03 urban furniture] [deliverables book,microsite and presentation]
[instructor tom sieu] [course print 2]
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[modus operandi]
making GOOD on the floating flea market project title instructor course deliverables
concept
urban furniture tom sieu print 2 identity, campaign, book, presentation even an abandoned treasure is still a treasure. in response to a challenge issued by GOOD magazine, the urban furnishing project seeks to define and solve a uniquely san francisco problem—that of the floating flea market. urban furnishing is a design solution to the growing problem of illegal furniture dumping and unsustainable furniture consumption in sf, created in collaboration with fellow aau students, kayla ferriera and sa nguyen.
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2011] [instructor tom sieu] [course print 2] [project 03 urban furniture] [deliverables book,microsite and presentation]
tom sieu’s print 2 class in the spring of 2011 was an experimental hybrid of real-word design challenges and shoot-for-the-moon ideas. in place of the typical lecture and critique structure, this class was a dynamic amalgamation of skype meetings, presentations, group work and, of course, design. the challenge issued by GOOD magazine required collaboration, game-changing and presentation skills. problem-solving and designing as a group provided new challenges and frameworks for creativity.
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problem
Combine people relocating constantly and inconvenient or expensive disposal of unwanted furnishings and you end up with an abundance of abandoned furniture on San Francisco streets. Most of these furnishings are picked up by the Department of Public Works on the city’s dime. To make matters worse, after dumping their old furniture, people tend to purchase new goods manufactured using increasingly limited raw resources, continuing the cycle of unsustainable consumption.
solution
Our solution is to keep abandoned furniture off the streets and out of the landfill by refreshing, refurbishing or repurposing it. This way, the materials stay in the cycle of use for longer, providing a sustainable alternative to consuming more of the planet’s increasingly rare raw resources.
[semester spring] [year 2011] [instructor tom sieu] [course print 2] [project 03 urban furniture] [deliverables book,microsite and presentation]
the urban furnishing solution [in a nut shell]
problem: unsustainable consumption creastes linear life cycle of goods
solution: urban furnishing life cycle, eliminates the landfill from the equation by providing three second-life paths for used goods.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 03 urban furniture] [deliverables book,microsite and presentation]
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[instructor tom sieu] [course print 2]
[semester spring] [year 2011]
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 03 urban furniture] [deliverables book,microsite and presentation]
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[instructor tom sieu] [course print 2]
[semester spring] [year 2011]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2010] [project 04 synergy] [deliverables book, poster & microsite]
[instructor ariel grey] [course type 3]
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[modus operandi]
achieving greatness through interconnection project title instructor course deliverables
concept
387x6: proportions of greatness ariel grey type 3 book, poster & website the potential of growth relies on the strength of our roots. 387x6 is a promotional campaign designed to showcase the synergy paper line. exploring the remarkable root networks so foundational to the world’s largest tress, 387x6 highlights the important roles interconnection and roots play in one’s journey to greatness. In the case of the mighty redwood, it only achieves its average height of 387 feet by drawing on its shallow (6 foot) but broad root network with the other trees in its grove.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 04 synergy] [deliverables book, poster & microsite]
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[instructor ariel grey] [course type 3]
[semester spring] [year 2010]
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growing up in northern california, mighty sequoias and redwoods are an everyday sight. from an early age, my father in stilled in me a tremendous respect for nature and its important role in our lives. as a designer, I have often found inspiration in the art and science of the natural world.
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modus operandi [from[selected t he m ind works of SAR AHby SEWARD] modus operandi SARAH SEWARD]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester fall] [year 2010] [instructor gordon mor tensen] [course identity 2] [project 05 philly folk festival] [deliverables logo, poster, invitation and brand story]
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[modus operandi]
a joyful noise project title instructor course deliverables
concept
philly folk festival gordon mortensen identity 2 brochure, poster, invitation & brand story celebrate good times, friends and music. a family-friendly event and with decades of history and a knack for drawing cutting edge talent, the philadelphia folk festival was a joy to discover. the campaign for promoting the annual event includes a new brand that reshapes the telling of the brand’s story to be more contemporary, approachable and earthy.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 05 philly folk festival] [deliverables logo, poster, invitation and brand story]
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[instructor gordon mor tensen] [course identity 2]
[semester fall] [year 2010]
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developing a promotional system for the annual philadelphia folk festival was a happy undertaking. drawing from a store of personal, emotive experiences with music festivals, the project outcome reflects the excitement, joy and community participants experience when gathering for an on-going live music event.
[project 05 philly folk festival] [deliverables logo, poster, invitation and brand story]
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Corner of Salford Station Rd. & Clemmers Mill Roads 1323 Salford Station Rd., Schwenksville, PA 19473
[instructor gordon mor tensen] [course identity 2]
[semester fall] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester fall] [year 2009] [project 06 lumnos] [deliverables natural phenomenon book]
[instructor david hake] [course graphic design 1]
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[modus operandi]
a search for en[light]enment project title instructor course deliverables
concept
lumnos david hake graphic design 1 natural phenomenon book shine a light lumnos is a full-range graphic design exploration of the natural phenomenon of luminosity. inspiration for the project stems from the idea that humankind has sought illumination in nature since the beginning of time, resulting in many innovations. the project focuses on drawing out the luminous quality that a select number of living organism posses: an inner light that they emit. the projects explorations includes studies of pattern, photography, environmental graphics, cut and paste shapes, illustration, information design and many others.
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the lumnos project involved forays into all sorts of graphic design techniques, from illustrator manipulation to motion photography, to explore a natural phenomenon. bioluminescent organisms don’t abound in the urban landscape of san francisco, but a treasure trove of light-emitting life was nonetheless discovered during the process of creating the lumnos book.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 06 lumnos] [deliverables natural phenomenon book]
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[instructor david hake] [course graphic design 1]
[semester fall] [year 2009]
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 06 lumnos] [deliverables natural phenomenon book]
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[instructor david hake] [course graphic design 1]
[semester fall] [year 2009]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester fall] [year 2010] [instructor megumi kiyama] [course print and digital media 1] [project 07 literati poster series] [deliverables poster series & microsite]
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[modus operandi]
profiling the prolific (dead white authors) project title instructor course deliverables
concept
literati poster series megumi kiyama print 1 three-poster series and microsite literacy is visceral. the literati poster project changes game on a traditional literary canon by exposes the intimate side of three dead but prolific (if somewhat marginalized) writers: italo cavino, sylvia plath and charles bukowski. the project seeks to engage viewers in discovery of each author through the careful juxtaposition of words, images and color.
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as an avid reader and student of literature with a masters thesis on experimental fiction under my belt, this project reflects the joy found in story-telling and the humanity demonstrated in narrative. because literacy is a chief value of mine, the aim of this project was to engage viewers in the content so that they might take an interest in exploring the authors’ works.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 07 literati poster series] [deliverables poster series & microsite]
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[instructor megumi kiyama] [course print and digital media 1]
[semester fall] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2010] [project 08 eco pro] [deliverables logo, brochure, direct mail & poster]
[instructor tom mcnulty] [course graphic design 2]
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[modus operandi]
a progressive alternative (to poisonous cleansers) project title instructor course deliverables
concept
eco pro tom mcnulty graphic design 2 brochure, direct mail & poster common sense clean. the war on dirt has gotten a bit out of hand, eco pro is a sensible solution providing an alternative to hazardous household cleaning materials. the eco pro program invites participants to gather up hazardous cleaning supplies and bring them to a designated eco pro center where they can exchange them for a starter kit of eco-friendly cleansers supplied by seventh generation, the program’s parent company, and feel good knowing the hazardous chemicals will be recycled responsibly and they have just contributed to a healthier planet.
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 08 eco pro] [deliverables logo, brochure, direct mail & poster]
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[instructor tom mcnulty] [course graphic design 2]
[semester spring] [year 2010]
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[semester fall] [year 2010] [instructor gordon mor tensen] [course identity 2] [project 09 le saucy rooster] [deliverables logo, menu, applications and brand story]
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[modus operandi]
bistro to the people! project title instructor course deliverables
concept
le saucy rooster gordon mortensen identity 2 menu, brand story & applications french food with a touch of sauciness. le saucy rooster is the only quirky chic luncheonette in san francisco that is open 24 hours, specializing in provincial french cuisine that’s affordable and accessible for all. the big idea driving the brand is that it serves solid french bistro fare at non-exclusive prices in a casual, congenial, san francisco atmosphere. the name communicates the brand’s camp attributes by playfully incorporating the french article “le” and humorously transforming the traditional french dish “coq au vin” into a saucy rooster.
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[project 09 le saucy rooster] [deliverables logo, menu, applications and brand story] [instructor gordon mor tensen] [course identity 2]
SARAH SEWARD// ID2//FINAL LOGO
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Saucy
Rooster 89
[semester fall] [year 2010]
m e n u
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modus operandi [from t he m ind of SAR AH SEWARD]
[project 09 le saucy rooster] [deliverables logo, menu, applications and brand story]
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[instructor gordon mor tensen] [course identity 2]
[semester fall] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
[semester spring] [year 2010] [instructor tom mcnulty] [course graphic design 2] ][project 10 seventh generation annual repor t] [deliverables annual repor t]
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[modus operandi]
capitalizing on transparency project title instructor course deliverables
concept
seventh generation tom mcnulty graphic design 2 annual report shine a light. against a backdrop of widespread economic turmoil last year, seventh generation’s sales grew an astonishing 51 percent, one could see this as validation that trying to do the right thing is good for business. increasingly, consumers are choosing natural products over conventional ones, making a positive difference for their health and for the environment and giving us reason to cheer seventh generation’s success. the annual report shines a light on the success the company has achieved by cultivating corporate transparency.
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modus operandi [from t he m ind of SAR AH SEWARD]
][project 10 seventh generation annual repor t] [deliverables annual repor t]
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[instructor tom mcnulty] [course graphic design 2]
[semester spring] [year 2010]
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modus operandi [from t he m ind of SAR AH SEWARD]
“Simplicity is not the goal, it is the by-product of a good idea and modest expectations.” –Paul Rand
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[modus operandi]
logo marks
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LI F ORN
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A DOCIN N E
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modus operandi [from t he m ind of SAR AH SEWARD]
LI F
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DOCIN N E
ORN
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LUMNOS
a study of light-emitting life
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[modus operandi]
thank you mil gracias grazie tanto la mia famiglia
maestros
pros and mentors
thank you mom, dad and the rest of my loved ones who have accepted my mania while pursuing my dreams. special thanks to nicole lyon for lending a helping hand when needed and to jason bachinksy for unending patience and loving support. the sincerest thanks to all the talented instructors who guided my studies, pushed my limits and inspired my work. special thanks to megumi kiyama, lian ng, david hake, audrey donaldson, and mary scott. there have been many professionals who have inspired my path over the years, maryanne post, madeleine corson, julie angilly-cruitt, majorie wilson and jane lesser, just to name a few. You have all been amazing inspirations and provided the support that gave me such strength and confidence.
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[modus operandi]
colophon: the devil’s in the details designer
institution
sarah seward phone 415.948.3625 email sarah.seward@gmail.com 1050 pine street, san francisco, ca academy of art university portfolio under direction of mary scott 117
production
bindery and printing blurb photography sarah seward paper blurb proline uncoated 100# fonts bell centennial and serifa software adobe creative suite 5 Š2011 all rights reserved. no part of this publication may be reproduced without express permission of sarah seward.
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