I acted as both Project Manager and Design Director when putting together the senior show for the BFA in Graphic Design. As this was the inaugural show since we are the first graduating class of the program, we wanted to really set the bar. When brainstorming what we wanted to the show to encompass, being playful and professional was something that was very important to us, especially finding that balance between the two. We wanted some modularity and experimental type, the ability for motion, representation of individuality but retaining a sense of unity, and definitely touching on the notion of being on a journey and the transitional period that we are finding ourselves in right now. Thus, Shift was born.
Above, you’ll see all of the brand assets. You can see that I designed the logotype to be modular, almost, in that ideally, it changes a little every time it’s used. We were looking at instances of this happening in the wild such as the way the Whitney museum uses their W and changes it with every application. From there, I established a color palette that lends itself to a wide array of applications,
as well as deciding on complimentary typefaces for the brand system. Another element of the brand is the square, as it represents four seasons, four directions, and four elements, which all points back to Shift. Something that also speaks to that is using the grid to break up words throughout the square composition, which lends itself to promotional material applications.
The posters for the show are experimental in its treatment of the type. There is a lot going on, but I think that speaks back to what life feels like right now as we’re about to graduate. With each color iteration of the poster, the logotype changes, showing its modularity. I also wanted the format to be square, to be cohesive with the use of the square in the brand’s visual language.
The postcards needed to have more information and were also a smaller, different size format. I also needed to consider postcard regulations in terms of areas that couldn’t have anything printed on them, such as the area for addressing them and placing the stamp.
In order to highlight each of us, I created a system of branded bio images for social media and the website. I wanted there to be a system that felt cohesive, but also worked to highlight our individuality while also incorporating the brand assets.