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a portfolio from the mind of sarah seward
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modus operandi from the mind of SARAH SEWARD
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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.
driven by passion and optimism to design for the greater good
[modus operandi]
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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
a lay of the land
00
[modus operandi]
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follow
megumi kiyama
print 1
brochure, website & poster series
¡vIvA lA REvOlucIón! unrest, excitement, formal-
ization 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, cor-
ruption and transparency, change and establishment
emerge and are communicated through the design.
project title
instructor
course
deliverables
concept
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[co
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d d
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[se
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a tribute to the movers and shakers
[modus operandi]
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[co
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[pro
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02
co
mp
as
s]
[d
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su
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gu
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][i
nst
ruct
or
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n n
g]
[co
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e 4
][s
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1]
mind over matter
02
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..
[modus operandi]
project title
instructor
course
deliverables
concept
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[pro
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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.
[pro
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making GOOD on the floating flea market
03
[modus operandi]
project title
instructor
course
deliverables
concept
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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, presenta-
tions, group work and, of course, design. the
challenge issued by GOOD magazine required
collaboration, game-changing and presenta-
tion skills. problem-solving and designing as
a group provided new challenges and frame-
works for creativity.
[pro
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urb
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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 Depart-
ment of public Works on the city’s dime. to make matters
worse, after dumping their old furniture, people tend to pur-
chase new goods manufactured using increasingly limited raw
resources, continuing the cycle of unsustainable consumption.
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.
problem
solution
39
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.
[pro
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[pro
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[pro
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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 foun-
dational 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.[pro
ject
04
sy
ne
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] [
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achieving greatness through interconnection
[modus operandi]
04
project title
instructor
course
deliverables
concept
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[pro
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sy
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[co
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]
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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.
53
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mo
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sele
cte
d w
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s b
y S
AR
AH
SE
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RD
]
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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.
a joyful noise
[modus operandi]
05
[pro
ject
05
ph
illy
fo
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es
tiv
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[d
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os
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in
vit
ati
on
an
d b
ran
d s
tory
][i
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ruct
or
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rdo
n m
ort
en
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n]
[co
urs
e
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][s
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fall
] [
ye
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]
project title
instructor
course
deliverables
concept
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[pro
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ph
illy
fo
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es
tiv
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[d
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, p
os
ter,
in
vit
ati
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an
d b
ran
d s
tory
][i
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or
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rdo
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en
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[co
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][s
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] [
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]
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developing a promotional system for the annual
philadelphia folk festival was a happy undertak-
ing. drawing from a store of personal, emotive
experiences with music festivals, the project out-
come reflects the excitement, joy and community
participants experience when gathering for an
on-going live music event.
61
Corner of Salford Station Rd. & Clemmers Mill Roads1323 Salford Station Rd., Schwenksville, PA 19473
[pro
ject
05
ph
illy
fo
lk f
es
tiv
al]
[d
eli
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go
, p
os
ter,
in
vit
ati
on
an
d b
ran
d s
tory
][i
nst
ruct
or
go
rdo
n m
ort
en
se
n]
[co
urs
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nti
ty 2
][s
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fall
] [
ye
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]
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mo
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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, environ-
mental graphics, cut and paste shapes, illustration,
information design and many others.
[pro
ject
06
lu
mn
os
] [
de
liv
era
ble
s n
atu
ral
ph
en
om
en
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bo
ok
][i
nst
ruct
or
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ha
ke
] [
cou
rse
g
rap
hic
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sig
n
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[se
me
ste
r fa
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[y
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a search for en[light]enment
[modus operandi]
06
project title
instructor
course
deliverables
concept
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67 the lumnos project involved forays into all
sorts of graphic design techniques, from
illustrator manipulation to motion photog-
raphy, 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.
mo
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[pro
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lu
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] [
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s n
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ph
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bo
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][i
nst
ruct
or
da
vid
ha
ke
] [
cou
rse
g
rap
hic
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sig
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[se
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[y
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[pro
ject
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lu
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] [
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s n
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ph
en
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on
bo
ok
][i
nst
ruct
or
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ha
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] [
cou
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[se
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mo
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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.
[pro
ject
07
lit
era
ti p
os
ter
se
rie
s]
[d
eli
ve
rab
les
po
ste
r s
eri
es
& m
icro
sit
e]
[in
stru
cto
r m
eg
um
i k
iya
ma
] [
cou
rse
p
rin
t a
nd
dig
ita
l m
ed
ia 1
][s
em
est
er
fall
] [
ye
ar
20
10
]
profiling the prolific(dead white authors)
[modus operandi]
07
project title
instructor
course
deliverables
concept
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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.
75
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77
[pro
ject
07
lit
era
ti p
os
ter
se
rie
s]
[d
eli
ve
rab
les
po
ste
r s
eri
es
& m
icro
sit
e]
[in
stru
cto
r m
eg
um
i k
iya
ma
] [
cou
rse
p
rin
t a
nd
dig
ita
l m
ed
ia 1
][s
em
est
er
fall
] [
ye
ar
20
10
]
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79 79
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 provid-
ing 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 cleans-
ers 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.
[pro
ject
08
ec
o p
ro]
[d
eli
ve
rab
les
lo
go
, b
roc
hu
re,
dir
ec
t m
ail
& p
os
ter]
[in
stru
cto
r to
m m
cn
ult
y]
[co
urs
e
gra
ph
ic d
es
ign
2]
[se
me
ste
r s
pri
ng
] [
ye
ar
20
10]
a progressive alternative (to poisonous cleansers)
[modus operandi]
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project title
instructor
course
deliverables
concept
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[pro
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ec
o p
ro]
[d
eli
ve
rab
les
lo
go
, b
roc
hu
re,
dir
ec
t m
ail
& p
os
ter]
[in
stru
cto
r to
m m
cn
ult
y]
[co
urs
e
gra
ph
ic d
es
ign
2]
[se
me
ste
r s
pri
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] [
ye
ar
20
10]
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87 87
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 fran-
cisco 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 com-
municates 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.[pro
ject
09
le
sa
uc
y r
oo
ste
r]
[de
liv
era
ble
s l
og
o,
me
nu
, a
pp
lic
ati
on
s a
nd
bra
nd
sto
ry]
[in
stru
cto
r g
ord
on
mo
rte
ns
en
] [
cou
rse
id
en
tity
2]
[se
me
ste
r fa
ll]
[y
ea
r 2
01
0]
bistro to the people!
[modus operandi]
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project title
instructor
course
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SARAH SEWARD// ID2//FINAL LOGO
Saucy Rooster
le
[pro
ject
09
le
sa
uc
y r
oo
ste
r]
[de
liv
era
ble
s l
og
o,
me
nu
, a
pp
lic
ati
on
s a
nd
bra
nd
sto
ry]
[in
stru
cto
r g
ord
on
mo
rte
ns
en
] [
cou
rse
id
en
tity
2]
[se
me
ste
r fa
ll]
[y
ea
r 2
01
0]
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m e n u
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[pro
ject
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le
sa
uc
y r
oo
ste
r]
[de
liv
era
ble
s l
og
o,
me
nu
, a
pp
lic
ati
on
s a
nd
bra
nd
sto
ry]
[in
stru
cto
r g
ord
on
mo
rte
ns
en
] [
cou
rse
id
en
tity
2]
[se
me
ste
r fa
ll]
[y
ea
r 2
01
0]
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93 93
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.
][p
roje
ct 1
0 s
ev
en
th g
en
era
tio
n a
nn
ua
l re
po
rt]
[d
eli
ve
rab
les
an
nu
al
rep
ort
]
capitalizing on transparency
[modus operandi]
10
[in
stru
cto
r to
m m
cn
ult
y]
[co
urs
e
gra
ph
ic d
es
ign
2]
[se
me
ste
r s
pri
ng
] [
ye
ar
20
10]
project title
instructor
course
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][p
roje
ct 1
0 s
ev
en
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en
era
tio
n a
nn
ua
l re
po
rt]
[d
eli
ve
rab
les
an
nu
al
rep
ort
][i
nst
ruct
or
tom
mc
nu
lty
] [
cou
rse
g
rap
hic
de
sig
n 2
][s
em
est
er
sp
rin
g]
[y
ea
r 2
010
]
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“Simplicity is not the goal, it is the by-product of a good idea and modest expectations.”
–Paul Rand
99 99
logo marks
[modus operandi]
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101 101
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M
ENDOCINO
CALIFORNIA
103 103
MENDOCINO
C
ALIFORNIA
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LUMNOSa study of light-emitting life
113113
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115 115
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.
la mia famiglia
maestros
pros and mentors
thank youmil graciasgrazie tanto
[modus operandi]
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117 117
sarah seward
phone 415.948.3625 email [email protected]
1050 pine street, san francisco, ca
academy of art university
portfolio under direction of mary scott
bindery and printing blurb
photography sarah seward
paper blurb proline uncoated 100#
fonts bell centennial and serifa
software adobe creative suite 5
©2011 all rights reserved. no part of this publication
may be reproduced without express permission of
sarah seward.
designer
institution
production
colophon: the devil’s in the details
[modus operandi]
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