Download - The Design Files
THE DESIGN FILES OF
Kelcy D. Laybourn
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INSTRUCTOR Mary Scott DISCOVERY Passion
The Design Files ofKelcy D. Laybourn
DISCOVERY: PASSIONThe Design Files of KDL
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Curious, diligent, cat lover,
conscientious, coffee snob, foodie
DISCOVERY Passion INSTRUCTOR Mary Scott
DISCOVERY: PASSIONThe Design Files of KDL
»NOTE
DISCOVERY Our college years are all about discovering who we are, who we want to be, and where we want to go in life. But at art school I had even more discoveries to make every semester, and I don't mean just the definition for "kerning" or "blister pack". Every project was an adventure, and I was on a quest to find that little nugget of inspiration to drive the idea.
1. PROJECT
Portfolio
3. COURSE
SENIOR PORTFOLIO4. INSTRUCTOR
Mary Scott
2. TITLE
The Design Files of KDL
5. DATE
05 / 11
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TABLE OF CONTENTS
PROJECT1g Fusion ReactorAxe Definition HomeLapis PhilosophorumTED WarningSHIFT GarageConjure Magic ShopFranziskanerPSYCHO: A Broken MindIdentitiesThank you!
PAGE NO.719314351638795107117
DISCOVERYNuclear FusionAxe EthosAlchemyThe Human MindTools & TorqueThe GuildBeerFitting InEssenceMoral Support
DISCOVERY Passion INSTRUCTOR Mary Scott
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"Phenomenal cosmic power, itty bitty living space"
-Aladdin
DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
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DISCOVERY: NUCLEAR FUSION1g: The Power of Hydrogen
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Sustainable, informative, simple,
straight forward, children's book
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»NOTE
QUEST Redesign an existing product or process to be more sustainable. Research it as it stands today and determine where improvements can be made.
DISCOVERY With the world's accessible oil supply reaching critical levels, some of the best minds in the world are hunting for an alternative energy source. Current green technology (wind, solar panels, hydro-electric), while sustainable, has many inefficiencies. My solution jumps ahead into the future to the ultimate in solar power: nuclear fusion. Today's fusion reactors are the size of football fields, but the 1g Reactor is only 3 feet in diameter and would generate enough power to supply an entire urban office building for one year using only 1 gram of hydrogen fuel. Energy is personal.
1. PROJECT
R3: Sustainable Redesign
3. COURSE
PRINT 24. INSTRUCTOR
Tom Sieu
2. TITLE
1g: The Power of Hydrogen
5. DATE
05 / 10
TYPEFACES: Gotham RoundedArcherTungsten
Copy should be a larger point size, like a children's book so the information is not so daunting
DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
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DISCOVERY: NUCLEAR FUSION1g: The Power of Hydrogen
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DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
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11"
17"
DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
Current Distribution
ELECTRICITY IS GENERATED
AT THE POWER STATION
VOLTAGE IS STEPPED UP AT
THE TRANSFORMER STATION
LOCAL TRANSFORMERS
STEP DOWN VOLTAGE
POWER IS DISTRIBUTED
TO HOMES FOR USE
ELECTRICITY TRAVELS ALONG
TRANSMISSION LINES
42 1g The Spark of Our Lives 43
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NOTE: Strip down the
illustrations & diagrams
to their bare bones so
the information is quick
and painless to digest
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Current Distribution
ELECTRICITY IS GENERATED
AT THE POWER STATION
VOLTAGE IS STEPPED UP AT
THE TRANSFORMER STATION
LOCAL TRANSFORMERS
STEP DOWN VOLTAGE
POWER IS DISTRIBUTED
TO HOMES FOR USE
ELECTRICITY TRAVELS ALONG
TRANSMISSION LINES
42 1g The Spark of Our Lives 43
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DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
DISCOVERY: NUCLEAR FUSION1g: The Power of Hydrogen
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DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu
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19Ya gotta spell it out!
DISCOVERY: AXE ETHOSAxe Definition
DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
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Innuendo, how-to, suggestive,
masculine, straight-forward
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»NOTES
QUEST Extend an existing brand into the home decor and appliance market that is not currently.
DISCOVERY Axe is a well known for their suggestive and not-so-subtle advertising. They market their hair and body products to young men by promising they will become irresistible to women by using them. With a line of home products, Axe can give young men yet another source of power over women. The shampoo, cologne and body washes help him get her home. Axe Definition will help him to know what to do the next morning.
1. PROJECT
Housewares Brand Extension
3. COURSE
PACKAGE DESIGN 34. INSTRUCTOR
Thomas McNulty
2. TITLE
Axe Definition
5. DATE
12 / 09
TARGET MARKET: Guys 18 to 25 years First apartment
STORES TO SELL IN: Target Bed, Bath & Beyond
DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
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DISCOVERY: AXE ETHOSAxe Definition
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DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
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NOTE: Each product
is equipped with a
definition that spells
out how the young
gentleman can use the
product to impress any
lady friends.
DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
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ESPRESSO
IRON
GRILL
SCALE
SHAVER
TOUCH-SENSITIVECONTROL PANEL
TWO ESPRESSOBREW CAPABLE
STEAM ANDMILK FROTHER
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DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
DISCOVERY: AXE ETHOSAxe Definition
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DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty
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All that glitters
DISCOVERY: ALCHEMY
Lapis Philosophorum
DISCOVERY Alchemy INSTRUCTOR Ariel Grey
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Sustainable, informative, simple,
straight forward, children's bo
okRenaissance, gold, transformation,
mixture, formula
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»NOTE
QUEST Design a promotional piece for a line of paper. Must include a book, as well as swatch cards of the line.
DISCOVERY Gmund's Treasury line is a small line of metallic papers, mostly shades of gold. It was an easy jump to alchemy, but the interesting discovery is the psychological application of this ancient craft. Lapis Philosophorum, or the philosopher's stone, is about transforming your life in accordance with the elements and celestial powers that be.
1. PROJECT
Paper Promotion
3. COURSE
TYPOGRAPHY 3
4. INSTRUCTOR
Ariel Grey
2. TITLE
Lapis Philosophorum
5. DATE
12 / 08
TYPEFACES: Priori Orator Nuptial
\Use wax seal to close swatch belly band
PK ID PR TY
DISCOVERY Alchemy INSTRUCTOR Ariel Grey
DISCOVERY: ALCHEMY
Lapis Philosophorum
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DISCOVERY Alchemy INSTRUCTOR Ariel Grey
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NOTE: The rich jewel
color scheme and aged
paper effects help set
the scene for this
ancient process.
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DISCOVERY Alchemy INSTRUCTOR Ariel Grey
DISCOVERY: ALCHEMY
Lapis Philosophorum
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DISCOVERY Alchemy INSTRUCTOR Ariel Grey
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DISCOVERY Alchemy INSTRUCTOR Ariel Grey
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45"The human head weighs eight pounds."
-Jerry Maguire
DISCOVERY: THE HUMAN MINDTED Warning
DISCOVERY The Human Mind INSTRUCTOR Megumi Kiyama
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Warning, facts, bold, loud
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»NOTE
QUEST Design a poster series and brochure for the TED.
DISCOVERY TED is all about the next big breakthrough. It is the world's greatest minds all in one space sharing their thoughts and theories with one another. That's a whole lotta brain power crammed into one small space! Focusing on talks being given about the human brain, I developed warning labels for TED to prepare attendees for the phenomenal amount of work their brains will be doing at this conference.
1. PROJECT
TED Conference Collateral
3. COURSE
PRINT 14. INSTRUCTOR
Megumi Kiyama
2. TITLE
TED Warning
5. DATE
05 / 08
DISCOVERY The Human Mind INSTRUCTOR Megumi Kiyama
PK ID PR TY
DISCOVERY: THE HUMAN MINDTED Warning
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NOTE: Word the warnings
in the same voice as
a warning label with
short, choppy sentences.
Include fine print.
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DISCOVERY The Human Mind INSTRUCTOR Carolina de Bartolo
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sighted individuals for five days. After as few as twodays, fMRI scans showed bursts of activity in their visual cortex when they performed tasks with their fingers, or even when they listened to tones or words.This was far too short a time for any nerve connec-tions to grow from the touch and hearing regions of the cortex to the area processing sight. And after just a few hours with the blindfold removed, the visual cortexagain responded only to input from the eyes.So what accounts for this sudden ability of the brain to “see” with input from the fingers and ears? Pascual-Leone suggests the connections from these senses to the visual cortex may already be there but remain
unused so long as the eyes are doing their job. Whenthe eyes shut down, the next best way of getting the same information springs into action.“It’s provocative, but we’re arguing that the brain maynot be organized into sensory modalities at all,” he says.What neuroscientists have been calling the visual cortexfor the past century might not be devoted exclusively to the eyes, but should more accurately be defined as the area of the brain best able to discriminate spatial rela-tionships—and it will grab whatever input is available to perform that task.
FEBRUARY 5JEFF HAWKINS @ 10JILL TAYLOR @ 2:30
FEBRUARY 6HELEN FISHER @ 11:30DAN GILBERT @ 4:30
ALTERED MINDAs recently as the late 1980s the human brain was considered to be a sort of biological computer that, as one scien-tist put it, “secretes thoughts the way kidneys secrete urine.” We now know that the brain is much more malleable and fluidly organized than the analogy to computer hardware suggests, and that it changes with every perception and every action.Over the past decade compelling evidence for neuroplasticity has come from studies of the blind by Alvaro Pascual-Leone, now a professor of neurology at Harvard University and Boston’s Beth Israel hospital.In the early 1990s Pascual-Leone and his colleagues at the National Institutes of Health showed that as blind adults learned to read Braille, the region of the somatosensory (touch-sensitive) cortex responding to input from the reading finger greatly enlarged. In 1996 the researchers made a more startling discovery: Input from the sensitized finger waslighting up not only the somatosensory cortex on the side of the brain, but parts of the visual cortex near the back of the brain as well.Could it be that in adult blind people, new nerve connections were reaching out across the brain to occupy neural real estate left vacant by the lack of input from their sightless eyes? Pascual-Leone tests that notion by blindfolding
TED_ rebmuNegaPdraobpilC//9002
1 2 3 4 5 6 7 8 9THE DESIGN FILES OF Kelcy D. Laybourn
sighted individuals for five days. After as few as twodays, fMRI scans showed bursts of activity in their visual cortex when they performed tasks with their fingers, or even when they listened to tones or words.This was far too short a time for any nerve connec-tions to grow from the touch and hearing regions of the cortex to the area processing sight. And after just a few hours with the blindfold removed, the visual cortexagain responded only to input from the eyes.So what accounts for this sudden ability of the brain to “see” with input from the fingers and ears? Pascual-Leone suggests the connections from these senses to the visual cortex may already be there but remain
unused so long as the eyes are doing their job. Whenthe eyes shut down, the next best way of getting the same information springs into action.“It’s provocative, but we’re arguing that the brain maynot be organized into sensory modalities at all,” he says.What neuroscientists have been calling the visual cortexfor the past century might not be devoted exclusively to the eyes, but should more accurately be defined as the area of the brain best able to discriminate spatial rela-tionships—and it will grab whatever input is available to perform that task.
FEBRUARY 5JEFF HAWKINS @ 10JILL TAYLOR @ 2:30
FEBRUARY 6HELEN FISHER @ 11:30DAN GILBERT @ 4:30
ALTERED MINDAs recently as the late 1980s the human brain was considered to be a sort of biological computer that, as one scien-tist put it, “secretes thoughts the way kidneys secrete urine.” We now know that the brain is much more malleable and fluidly organized than the analogy to computer hardware suggests, and that it changes with every perception and every action.Over the past decade compelling evidence for neuroplasticity has come from studies of the blind by Alvaro Pascual-Leone, now a professor of neurology at Harvard University and Boston’s Beth Israel hospital.In the early 1990s Pascual-Leone and his colleagues at the National Institutes of Health showed that as blind adults learned to read Braille, the region of the somatosensory (touch-sensitive) cortex responding to input from the reading finger greatly enlarged. In 1996 the researchers made a more startling discovery: Input from the sensitized finger waslighting up not only the somatosensory cortex on the side of the brain, but parts of the visual cortex near the back of the brain as well.Could it be that in adult blind people, new nerve connections were reaching out across the brain to occupy neural real estate left vacant by the lack of input from their sightless eyes? Pascual-Leone tests that notion by blindfolding
TED_ rebmuNegaPdraobpilC//9002
DISCOVERY The Human Mind INSTRUCTOR Carolina de Bartolo
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DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
Idle hands are the devil's playground
DISCOVERY: TOOLS & TORQUESHIFT: An After School Program
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Forward, collaboration, Community,
youth, tools for the future
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»NOTE
QUEST Develop a non-profit organization that addresses a community issue. Design a brochure, poster, and promotional product to spread awareness.
DISCOVERY Many communities are faced with trying to find a way to keep teenagers off the streets and out of trouble. Shift is an after school program targeted to 14 to 18 year olds living in cities with gang violence. The kids are put together in teams with a master mechanic to work on and build a hot rod. Several Shift garages and teams will be spread throughout an area and will compete against one another once a year in a controlled drag race. No only does Shift give their kids somewhere to go, but it also teaches them valuable skills, both marketable and social.
1. PROJECT
Community Non-Profit
3. COURSE
GRAPHIC DESIGN 24. INSTRUCTOR
Laura Milton
2. TITLE
SHIFT: An After School Program
5. DATE
12 / 07
* Photos and images must be original* Intended location: Los Angeles*Secondary issue addressed: street racing
DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
PK ID PR TY
DISCOVERY: TOOLS & TORQUESHIFT: An After School Program
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DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
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NOTE: Printed on
newsprint using only
two inks, the brochure
must be economical to
mass produce.
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300 GRAND STREETLOS ANGELES, CA 90071www.SHIFT.com1-800-866-SHFT
DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
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DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
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DISCOVERY Tools & Torque INSTRUCTOR Laura Milton
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I'll never tell . . .
DISCOVERY: THE GUILDConjure Magic Shop
DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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Wonder, Houdini, magical, mystery
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»NOTE
QUEST Develop a fictional retail store and design packaging for their line of products.
DISCOVERY Magic captures the hearts and minds of everyone. No matter what your age, race, or gender, you cannot help but stare in awe and ask "How'd he do that?" when watching a magical feat. Conjure Magic Shop is modeled after the guild system. There are three levels of products and tricks. The beginners line, Initiate, is open to the public and displayed on store shelves. To learn the secrets of the next two levels, though, you must become a store member and take the Magician's Oath to never real your secrets.
1. PROJECT
Retail Shop
3. COURSE
PACKAGE DESIGN 44. INSTRUCTOR
Thomas McNulty
2. TITLE
Conjure Magic Shop
5. DATE
12 / 10
INITIATE: Beginner New to magic 8 to 16 years
APPRENTICE: Intermediate Thinking of a career in magic 16 to 25 years
ACOLYTE: Advanced Performing 25 to 32
DISCOVERY The Guild INSTRUCTOR Thomas McNulty
PK ID PR TY
LINE DEMOGRAPHICS
DISCOVERY: THE GUILDConjure Magic Shop
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initiate
Welcome to the world of magic!Congratulations! You are now an official member of Conjure Magic Shop.
As an Initiate Member you are taking your first step behind the curtain. You will have access to the
first tier of trade secrets, and our masters will help guide you on your journey into the art of magic.
So choose your first trick and start to discover the secrets of the greats before you.
master magicianHarry Copperfield
BallVase
C oinin abottlE
magic shop
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initiate
Welcome to the world of magic!Congratulations! You are now an official member of Conjure Magic Shop.
As an Initiate Member you are taking your first step behind the curtain. You will have access to the
first tier of trade secrets, and our masters will help guide you on your journey into the art of magic.
So choose your first trick and start to discover the secrets of the greats before you.
master magicianHarry Copperfield
BallVase
C oinin abottlE
magic shop
DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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DISCOVERY The Guild INSTRUCTOR Thomas McNulty
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Holy Hops
DISCOVERY: BEER
Franziskaner
DISCOVERY Beer INSTRUCTOR Thomas McNulty
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Pure, heritage, German, wheat
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»NOTE
QUEST Redesign an existing company's beer bottle packaging.
DISCOVERY Franziskaner is a German brewery that was founded by an order Franciscan monks in 1363. The traditions that worked back then still work today. Their brand is firmly rooted in their heritage, and carries with it a lot of equity that I did not want to change, but things still needed a bit of a face lift so I simplified their logo and cleaned up the label. I also instigated a color coding system should they ever expand into the light beer realm.
1. PROJECT
Beer Bottle Redesign
3. COURSE
PACKAGE DESIGN 34. INSTRUCTOR
Thomas McNulty
2. TITLE
Franziskaner
5. DATE
12 / 09
DISCOVERY Beer INSTRUCTOR Thomas McNulty
PK ID PR TY
DISCOVERY: BEER
Franziskaner
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DISCOVERY Beer INSTRUCTOR Thomas McNulty
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NOTE: Franziskaner's
heritage is integral
to their brand. An
evolutionary update will
work better than a
revolutionary one.
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DISCOVERY Beer INSTRUCTOR Thomas McNulty
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97Your friendly, neighborhood psycho
DISCOVERY: FITTING IN
Psycho: The Broken Mind
DISCOVERY Fitting in INSTRUCTOR Carolina de Bartolo
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Fractured, fitting in, cold, eerie
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»NOTE
QUEST Choose a scientific subject and design a medical journal to showcase articles written on the topic.
DISCOVERY With all of the rampant crime drama TV series and psychological thrillers, it doesn't take a genius to figure out that normal people have a morbid fascination with psychos and what makes them tick. But who are the real psychos and what makes them do the things they do? In my research, I found that there are two types of "psychos": sociopaths and schizophrenics. Both groups of people try desperately to make their fractured minds fit into normal society, but they are at opposite ends of the spectrum in terms of behavior.
1. PROJECT
Medical Study
3. COURSE
TYPOGRAPHY 44. INSTRUCTOR
Carolina de Bartolo
2. TITLE
Psycho: The Broken Mind
5. DATE
05 / 10
Typefaces: Univers 59 Univers 55
Dimensions: 8.5"x10"
Colors: Red 485U Grey 405U
DISCOVERY Fitting in INSTRUCTOR Carolina de Bartolo
PK ID PR TY
DISCOVERY: FITTING IN
Psycho: The Broken Mind
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DISCOVERY Fitting in INSTRUCTOR Carolina de Bartolo
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DISCOVERY Fitting In INSTRUCTOR Carolina de Bartolo
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NOTE: All photos and
info graphics have to
be original.
DISCOVERY Fitting In INSTRUCTOR Carolina de Bartolo
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DISCOVERY Fitting In INSTRUCTOR Carolina de Bartolo
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Who am I?
DISCOVERY: ESSENCEVarious Identities
DISCOVERY Essence INSTRUCTOR Various
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»NOTE
QUEST Design logos for fictional or existing companies
DISCOVERY Every company is different and they each have their own culture. To design a logo or develop a brand you have to dive into that culture head first to figure out what they are all about. And then capture all of that in just one simple mark.
1. PROJECT
Identities
3. COURSE
N/A4. INSTRUCTOR
Various
2. TITLE
N/A
5. DATE
N/A
Always check the one color, reverse-out, and small versions.
DISCOVERY Essence INSTRUCTOR Various
PK ID PR TY
DISCOVERY: ESSENCEVarious Identities
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DISCOVERY Essence INSTRUCTOR Various
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DISCOVERY Essence INSTRUCTOR Various
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DISCOVERY Essence INSTRUCTOR Various
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119I couldn't have done it without you
DISCOVERY: MORAL SUPPORTThank you!
DISCOVERY Moral Support INSTRUCTOR
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121THANK YOU! Much to the surprise of the general population, the journey through design school cannot be completed alone, and I have been in no short supply of moral support. So thank you to all of my instructors at the Academy for helping me over the hurdles and never giving up when I was sure all was lost. Not only have you taught me the technical skills necessary to be a designer, but you have opened my eyes to a whole new world. Thank you for your advice, time, and inspiration. And this book would not be complete without a nod to all of my friends and family. To my friends for staying up late to keep me company, and accepting my absence at special functions because I was chained to my desk. Thank you, Hugo, for taking so many panicked 4 a.m. phone calls, driving me all over the city to find that one special piece to the puzzle and always believing in me. To my parents for encouraging me to discover my passion, believing in me no matter what and coming to the rescue when my bank account falls short! And a special thanks to Mom for always taking the time for my "Ya got a minute?" phone calls and all the tools you gave me. I love you all and couldn't have gotten to this point without your love and support.
1. PROJECT
3. COURSE 4. INSTRUCTOR
2. TITLE
5. DATE
DISCOVERY Moral Support INSTRUCTOR
PK ID PR TY
DISCOVERY: MORAL SUPPORTThank you!
NOTE:
Academy of Art University, School of Graphic DesignKelcy Laybourn / W: kdldesigns.comC: 509.209.4002 / E: [email protected]: Mary Scott
The Design Files of Kelcy D. LaybournPaper: 100# Mohawk Superfine Eggshell Ultrawhite Printer & Binder: www.Blurb.comPhotography: Self, Panasonic Lumix Fz40Software: InDesign, Illustrator, Photoshop CS5
TYPEFACESMarginalia: Trade Gothic 6ptBody Copy: Trixie 8ptHeadlines: Pea Cathi 18pt
© 2011 All rights reserved. No part of this publication can be reproduced without express permission from Kelcy Laybourn
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DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu