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Progress through the week of 4-4-11
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MELISSA HARTLEY / VISUAL DESIGN PORTFOLIO>>
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00/Introduction
OBJECTIVE /
Information is in everything, surrounding us on a micro level all the way to a macro level. Information is in our experiences, memories, and our dreams. We are constantly inundated with information on any and all levels.
It is being a designer that makes all this information exciting and keeps me coming back for more. How we process this data and turn it into something visually fascinating is a skill all on its own.
There are two levels of thought and that is transfering raw data from the left hemi-sphere of your brain to the right, more creative side of the brain.
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LEFT HEMISPHERE /
analytic thought
logic
language
science and math
factual
verbal
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RIGHT HEMISPHERE /
holistic thought
intuition
creativity
art and music
fantasy
visual
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BRAIN AREAS /
frontal / reasoning, planning, speech, movement, emotions, problem solving
parietal / movement, orientation, recognition, perception of stimuli
occipital / visual processing
temporal / perception, recognition of auditory stimuli, memory, speech
corpus callosum / connects the two hemispheres
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COPYRIGHT@2011 MELISSA HARTLEY
All rights reserved. No parts of this book may be used without the written consent of the author by any and all means.
MELISSA YUKIKO HARTLEY /PHONE / 408.761.8432EMAIL / [email protected] / mhartley.com
INSTITUTION / Academy of Art UniversityDEPARTMENT DIRECTOR / Mary ScottCOURSE / Senior PortfolioINSTRUCTOR / Mary Scott
03/04 00/Introduction
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CONTENTS /
001/ WHITE AND GREY DO MATTER
015/ A STRATEGIC MEANS OF POWER
027/ DON’T TREAD ON ME
036/ THE TIME FOR HIGH AND LOW
043/ A RUSSIAN STATE OF MIND
051/ BOMBS BRING NEW BEGINNINGS
059/ A SEA OF OPPORTUNITY
067/ THE BEGINNING OF THE END
079/ FIGHTING FOR PROFIT
03/04 00/table of contents
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01
OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
WHITE AND GREY DO MATTER.
PROJECT / type conference
INSTRUCTOR / ariel grey
CLASS / typography 4
APPLICATIONS /book, mailer, poster
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
WHITE AND GREY DO MATTER.
PROJECT / type conference
INSTRUCTOR / ariel grey
CLASS / typography 4
APPLICATIONS /book, mailer, poster
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
FINDING THE JET STREAM.
PROJECT / paper promotion
INSTRUCTOR / ariel grey
CLASS / typography
APPLICATIONS /book, poster
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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03
OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
A SECRET MEETING .
PROJECT / audit the fed
INSTRUCTOR / roland young
CLASS / print
APPLICATIONS /installation
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
A SECRET MEETING .
PROJECT / audit the fed
INSTRUCTOR / roland young
CLASS / print
APPLICATIONS /installation
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
FROM THE CREST TO THE TROUGH.
PROJECT / sweel convention
INSTRUCTOR / jeremy stout
CLASS / graphic design
APPLICATIONS /book, poster, applications
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
RUSSIANS DO IT BETTER.
PROJECT / rebranding smirnoff
INSTRUCTOR / todd hedgepeth
CLASS / identity
APPLICATIONS /book, applications
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
RUSSIANS DO IT BETTER.
PROJECT / rebranding smirnoff
INSTRUCTOR / todd hedgepeth
CLASS / identity
APPLICATIONS /book, applications
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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smirnoff
GRAPHIC STANDARDS MANUAL
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VODKA GOTITS CLASS BACK
identit
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
A BLOSSOMING BEAUTY .
PROJECT / rebranding hiroshima
INSTRUCTOR / jane brown
CLASS / identity
APPLICATIONS /book, poster, applications
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
A CULTURE BY WATER.
PROJECT / rebranding ocean pacific
INSTRUCTOR / ariel grey
CLASS / identity
APPLICATIONS /book, applications
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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o c e a n p a c i f i c
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
THE BEGINING OF A NEW START.
PROJECT / rebranding ellis island
INSTRUCTOR / ariel grey
CLASS / identity
APPLICATIONS /book, applications
TYPEFACE / century gothic
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / california office
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E L L I S I S L A N D
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OBJECTIVE /
Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance.
PROCESS /
In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all mea-surements to be made objectively under controlled conditions, which allows the proce-dure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action.
My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same prob-lem but with different priorities all of which make design engaging.
EVERY PENNY MAKES A DIFFERENCE.
PROJECT / war profiteering
INSTRUCTOR / bob slote
CLASS / information design
APPLICATIONS /book
TYPEFACE / vitesse ,blender
PAPER /epson heavy weight matte
PRINTER / epson 2400
BINDERY / melissa hartley
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A SHOUT OUT TO ALL WHO INVESTED
ACKNOWLEDGEMENTS
MY SUPPORT TEAM /
A huge thank you to all of my teachers, friends, and family that helped to me to achieve this accomplishment. Whether it was pushing me to out perform myself, listening to me rant and rave, giving me a shoulder to cry or inspiring me with your outlooks, I truly appreciate you all for who you are. I could not have done this without your sup-port and inspiring words.
Mary Scott, Roland Young, Todd Hedgepeth, Jeremy Stout, Ariel Grey, Sharron Gallant, Michael Gallant, Mike Hartley, Diana Johnson, Taylor Sanchez,
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CREATIVE DIRECTOR / Mary Scott
GRAPHIC DESIGNER / Melissa Hartley
PHOTOGRAPHY / Melissa Hartley, Mike Hartley
COPYWRITER / Melissa Hartley, Scott Crisp
BINDERY / The Key Printing and Binding
GRAPHIC DESIGNER / Melissa Hartley
PHOTOGRAPHER / Melissa Hartley, Mike Hartley
COPYWRITER / Melissa Hartley, Scott Crisp
GIVING CREDIT WHERE CREDIT IS DUE
COLOPHON
THE INTRICATE DETAILS /
CASE STOCK / Melissa Hartley
COVER STOCK / Melissa Hartley, Mike Hartley
TEXT STOCK / Melissa Hartley, Scott Crisp
LIGHTING / Phillips Halogena Lightbulbs
CAMERA / Canon Rebel
COMPUTER SOFTWARE/ Adobe Creative Suite CS2
COMPUTER/ MacBook Pro
TYPEFACE/ Adobe Garamond, Blender
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