shifting homelands

{ M F A T H E S I S // S U P R I Y A K A L I D A S }

‘ esi s’ i s the G reek word for ‘ position’ . A thesi s states a position

with the inte nt to prove or suppor t i t through sou nd rea soning

a nd fa ct u a l e vid e n ce .

{ P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

A C A D E M Y O F A R T U N I V E R S I T Y / / S C H O O L O F G R A P H I C D E S I G N

© 2 0 0 8 S U P R I Y A K A L I D A S

Al l r ights reserved. No part of th is book may be reproduced Or transmitted

in any form or by any means, electronic or mechanical , including photocopy

without pr ior permission In writ ing from the designer.

A C A D E M Y O F A R T U N I V E R S I T Y S C H O O L O F G R A P H I C D E S I G N

7 9 N E W M O N T G O M E R Y S T . S A N F R A N C I S C O , C A 9 4 1 0 5

{ P R O J E C T }

MFA Thesis

{ I N S T R U C T O R S }

Phi l Hamlett / Tom Sieu / Michael Sainato

{ D E S I G N / / W R I T I N G / / P H O T O G R A P H Y }

Supriya Kal idas

{ S I Z E }

9 X 12 Inches

{ T Y P E F A C E S }

Lapidary / Letter Gothic / Univers

{ S O F T W A R E }

Adobe Photoshop CS2 / I l lustrator CS2 / Indesign CS2

{ C A M E R A }

Nikon D80

{ P R I N T E R }

Epson Stylus Photo R1800

{ C O V E R M A T E R I A L }

Paper Source Oyster Book Cloth

{ T E X T S T O C K }

Red River 50lb Premium Double-s ided Matte

{ E N D S H E E T S T O C K }

Canford Paper, Red

{ B I N D E R }

The Key Pr int ing and Binding, Oakland, CA

{ F OR E WOR D }

An MFA thesis in graphic design is a weighty, self- directed project on a topic

of the student ’s choice. I t is dr iven by extensive research, cr i t ical thinking

leading to an informed point of v iew suppor ted by research and independent

thinking. It is an opportunity for students, not only to demonstrate their own

analy t ical and design ski l ls , but also to explore the power of graphic design

as a communication tool that can of ten transcend barr iers. Consequently,

the topics explored are of ten signif icant in terms of universal impl icat ions,

yet also deeply personal. A thesis project culminates in a v isual, experiential

p iece that embodies the designer ’s unique voice and point of v iew.

PA G E 0 0 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 0 5

“R E M E M BER , R E M E M BER A LWAYS, T H AT A L L

O F U S A R E D E S C E N D E D F R O M I M M IGR A N TS

A N D R E VOLU T ION ISTS .” – Franklin D el ano R oose ve l t

{ P R O J E C T O V E R V I E W }

Project Summary 0 0 8

Thesis Components 0 0 9

Why America? 010

01 { C O N C E P T D E V E L O P M E N T }

Defining the problem 015

The Solution 018

{ F O R E W O R D } 0 0 3

02 { B R A N D I N G & I D E N T I T Y }

Logo Development 024

Final Identity 027

Stationery 0 3 0

0 3 { T H E E X H I B I T }

Cultural Marketplace 0 3 3

Venue 0 3 4

Gallery Floor-plans 0 3 6

Gallery -A layouts 0 4 0

Gallery -B layouts 0 52

0 4 { E X H I B I T P R O M O T I O N }

Multicultural Salad Bowl 07 7

Exhibit ion Catalog 078

Website 0 8 8

Postcards 0 92

Tickets 0 9 4

Tags 0 9 6

Environmental Advertising 0 9 8

{ C O N C L U S I O N } 10 6

{ T H A N K Y O U } 107

{ TA B L E OF C ON T E N T S }

PA G E 0 0 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

The pr imary goal of this thesis project is to pave the path for continued

cultural exchange between Americans and new immigrants, so that we

may continue to be true to our nation’s de facto motto, E pluribus unum

– out of many, one. The outcome of this project is an exhibit and visual

narrat ive that uses the metaphor of American cultural icons as a way to

understand and interpret America’s immigrant identity. By reminding us

that al l Americans are united by a shared immigrant heritage, the exhibit

paves the path for a better understanding of America’s unique position in

the world as a nation of nations.

A C U L T U R A L M O S A I C

Anthropologists define culture as “the way of l i fe for an entire society”.

As a nation of immigrants from the 19th to the 21st century, the United

States has been a recipient as much as an expor ter of g lobal culture,

and a steady stream of immigrants has been an impor tant source of

Amer ica’s cultura l v i ta l i t y and d iversi t y. Over the years, immigrants

from all over the world have brought pieces of their native culture as a

{ PR OJ E C T S U M M A R Y }

T h e p r i m a r y o b j e c t i v e o f m y t h e s i s p ro j e c t i s t o re co g n i z e A m e r i c a’ s l o n g h i s t o r y

a s a n a t i o n o f i m m i g ra n t s , a n d t o ce l e b ra t e t h e p os i t i v e i m pa c t t ha t i m m i g ra t i o n

ha s ha d o n A m e r i c a n c u l t u re a n d wa y o f l i f e .

means of retaining their ethnic identity. Many of them, l ike the pizza and

apple pie have assimilated to become symbols of our national identity.

What this means is that America has soaked up influences from all other

cultures, but created something distinctly American, something which

is the synergy of al l the var ious cultures within the United States. I t is

this process of give -and -take and assimilation that has made America a

microcosm of the rest of world.

A N A T I O N O F N A T I O N S

The exhibit is organized around the themes of Food, Spor t and Language.

The nar rat ive is constructed with emphasis on the histor y, facts and

statistics surrounding specif ic American cultural icons using the medium

of i l lustration, text, objects and interactive displays. The primary target

audience is residents of the United States between the ages of 20 – 40.

However, i t is impor tant that the exhibit and i ts message be accessib le

to people of var ied soc ia l and cul tura l upbr ing ing who are cur rent ly

residing in the United States.

PROJECT OVERVIEW

{ D E S C R I P T I O N } PA G E 0 0 9

{ I D E N T I T Y S Y S T E M }

{ S C O P E } { F U N C T I O N }

Logo

Stationery system

The identity system is the first step in the

creation of a cohesive visual system for the

project materials.

{ P R O J E C T W E B S I T E }

{ S C O P E } { F U N C T I O N }

Website The website creates awareness about the

project and utilizes the capacity of the medium

to reach a wide audience. It serves as a common

universal platform to invite participation in the

project and share thoughts, ideas, stories and

resources.

{ E X H I B I T I O N }

{ S C O P E } { F U N C T I O N }

Determine venue

Planning + Design

Scale drawings

3D Model

The exhibit explores the history and impact of

immigration on American culture. It is the perfect

opportunity for a diverse group of individuals to

come together in a common setting and share

their unique immigrant histories.

{ P R O M O T I O N }

{ S C O P E } { F U N C T I O N }

Poster series

Mailer

T ickets

Environmental ads

This cohesive set of materials is designed to

create awareness and a buzz about the project,

while also providing information about the

exhibit.

{ E X H I B I T T A K E - A W A Y S }

{ S C O P E } { F U N C T I O N }

Exhibit ion Catalog

Postcards

Merchandise

Handouts and takeaways at the exhibit enable

the project to live on in the outside world beyond

the scope of the exhibit.

{ T H E S I S C OM P ON E N T S }

PA G E 010 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

W E A R E A L L I M M I G R A N T S

More so today than at any other point in history, the United States is

a nation of immigrants. America represents the largest migration to

a single nat ion in al l of human history – an amazing two -thirds of al l

the immigration in the world consists of people entering the U.S. The

one thing that is common to the three hundred mil l ion people l iv ing in

America today – save the Native Americans – is a common immigrant

her itage. Near ly every American family has stor ies of ancestors who

r isked l ife and l imb to make it to the United States. We are a society of

immigrants, each of whom have begun l ife anew, on an equal footing.

Though migrat ion is a universal phenomenon and is not exc lusive to

the United States, American immigration represents a microcosm of

global migrat ion. Persecuted for their rel ig ious bel iefs, a long l ine of

men and women have taken refuge in America ever since the Pilgr ims

landed at P lymouth Rock. Barred from their homelands as enemies of

state, dissidents have come to America so that their voices wil l not be

silenced. Looking for a better life for themselves and their families, most

immigrants have seen America as a promised land. Searching for safety,

four mil l ion refugees have come to America since World War I I . Drawn

to the possibilities of a free society, creative spirits have flourished in an

environment which rewards talent and hard work. People have flocked to

America’s shores in the pursuit of the very things this country stands for

– freedom, l iber ty and oppor tunity. Though the faces have changed over

t ime, the reasons remain the same.

{ W H Y A M E R IC A ? }

T h e U n i t e d S t a t e s . . . i s n o t m e r e l y a n a t i o n , b u t a t e e m i n g N a t i o n o f N a t i o n s .– Wa l t W h i t m a n

T H E C H A N G I N G F A C E O F A M E R I C A

For over two centuries. America has seen a steady influx of immigrants

from all over the globe. Prior to 1965, nine out of ten immigrants were

from Europe or Canada. Now, more than half come from Asia or Mexico.

In the course of a day, the average American encounters at least f ive

people from dif ferent cultures. One out of every two knows someone

who came to the U.S. in the past few years. This enormous scale of

migration is rapidly and permanently changing the face of America. It is

alter ing America’s racial makeup, landscapes and cityscapes, taste in

food and clothes and music, its entire perception of itself and its way of

l ife. There have long been Chinatowns in American cities, but now there

is a Lit t le Havana in Miami, Koreatown in Los Angeles, L it t le Saigon in

Orange County, L it t le Odessa in Brooklyn.

The scale of migrat ion is cer tain to accelerate in the foreseeable future

due to growing global population and shrinking global resources. But how

tolerant is the average American to the increasing number of immigrants

in his or her environment? Immigrants are one of the most vulnerable

groups in soc iet y. When people cross a border, not only are thei r own

understandings of themselves and their surroundings transformed, but

they find that others’ reaction to them has changed as well. Assimilation

into their new community must be faci l i tated by acceptance of their

hosts. At the same t ime, i t is essentia l to inst i l l a feel ing of pr ide and

community in new immigrants, and reconci le their ethnic identit ies with

their new home.

IMPORTANCE AND RELEVANCE

{ D E S C R I P T I O N } PA G E 011

{ O N E I N N I N E P E O P L E L I V I N G I N A M E R I C A T O D A Y I S A F I R S T - G E N E R A T I O N I M M I G R A N T . }

PA G E 012 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ 1 8 6 0 – 1 8 9 0 }

Irish of all classes emigrated to the United States as

a result of the potato famine.

German political refugees emigrated following the

failure of a revolution.

{ 1 8 9 0 – 1 9 0 0 }

Italians fleeing grinding rural poverty migrated to the

U.S. from Southern Italy and Sicily,

{ 1 6 0 0 – 1 8 5 0 }

The Transatlantic Slave Trade to the New World

caused the forced migration of millions of Africans

predominantly into the American South.

{ 1 6 0 0 s – 1 7 0 0 s }

British colonial expansion into America began in

the late 16th century before reaching its peak after

colonies were established throughout the Americas.

CONCEPT DEVELOPMENT

{ D E S C R I P T I O N } PA G E 013

{ 1 9 0 0 – 1 9 1 0 }

The anti -Semitic violence of the Russian pogroms

drove millions of Jews out of the Russian Empire

into the United States seeking political asylum.

{ 1 9 1 0 – 1 9 3 0 }

Revolution in Mexico and a strong U.S. economy

brought a tremendous increase in Mexican

immigration rates.

{ 1 9 6 5 – P R E S E N T }

The 1964 Immigration and Nationality Act re -opened

the doors to Asian immigrants, who continue to

come in pursuit of profitable white collar jobs.

{ 1 8 4 8 – 1 8 8 2 }

Fueled by news of the California Gold Rush, young

Chinese men arrived in America with hopes of

striking it rich. This wave ended with the Chinese

Exclusion Act of 1882.

{ 1 9 6 5 – P R E S E N T }

The current wave of immigration from Mexico and

Latin America is fueled by poverty, political upheaval

and lack of opportunity at home.

PA G E 014 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ S E C T I O N } 01 { C O N C E P T D E V E L O P M E N T }

Immig rant s are one of the most vulne rabl e g roups in societ y . Ef fec t ive a s simil at ion

of immig rant s can only be achie ved b y e mpath y and acce ptance f rom the host

communit y .

{ D E S I G N E R }

SUPRIYA KALIDAS

CONCEPT DEVELOPMENT

{ D E S C R I P T I O N }

01

{ S E C T I O N } PA G E 015

The cultural exchange that immigrat ion fosters make the United States

r icher and more diverse, and immigrant labor f i l ls very essential spaces

in the American workforce. The scale of migration is cer tain to accelerate

in the foreseeable future due to growing population and shrinking global

resources. Not only must Americans star t to open their minds, i t is a lso

essential to insti l l a feeling of pride and community in new immigrants.

{ T H E P R O B L E M }

Immigrat ion into Amer ica has been beset by controversy throughout

history. Americans have always been ambivalent about immigration and

immigrants despite their own immigrant past. There has, in some circles,

been a sense of bigotry towards newer immigrants entering the United

States. They have been v iewed as steal ing American jobs and di lut ing

American culture despite evidence to the contrary.

PA G E 016 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CONCEPT DEVELOPMENT


01

{ S E C T I O N } PA G E 017

PA G E 018 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ T H E G A P }

Immigration has always been a prominent par t of the polit ical and social

conversation in the United States. Numerous monuments and statues

dot the landscape all over the country. The Ell is Island and Angel Island

immigration museums, both located at major por ts of entry on the East

and West coasts respectively, pay due homage to immigrants and the

immigration experience as a whole. Newer immigrants into the country,

most notably Hispanic immigrants have staged many peaceful protests in

pursuit of equality of rights and recognition. May 1st has been unoffically

declared National Immigrant Day and is marked by marches and ral l ies in

cit ies across the United States.

The subject of immigrat ion has recieved a lot of at tent ion in the media,

most of it negative. As a result, Americans are constantly re -evaluating

their opinion on the subject. The current tone of the conversation about

immigrat ion excludes establ ished Americans and is too focussed on

newer immigrants. Most second and third generation Americans do not

consider themselves par t of the larger immigrant population even though

they are aware of their immigrant history. When a protest is staged, they

do not feel vested and there exists a basic disconnect.

It is impor tant to change the tone of this conversation if there is to be

a transformation of at t itudes. The posit ive aspects of immigration need

to be stressed, and established Americans need to be included in the

conversation by reminding them of their own immigrant history.

{ M Y S O L U T I O N }

My objective is twofold – to include established Americans in the dialog

about immigration, and to insti l l a feeling of pride in newer immigrants.

The way I chose to achieve this is by looking at the pivotal ro le p layed

by immigrants through history in shaping al l that Americans consider

“American”. Narrowing my focus fur ther, I chose to look at Amer ican

culture, specif ical ly in the areas of food, language and spor t. By using

the metaphor of American cultural icons to talk about immigrat ion the

tone of the conversation is immediately altered, making it more inclusive

and uplif t ing.

An exhibit about American culture is cer tain to pique the interest of

establ ished Americans, whi le also making newer immigrants feel par t

of a continuing history. A discussion on the contr ibut ions of specif ic

immigrant groups to American culture wil l serve to remind Americans

of their own immigrant backgrounds. Americans will come to appreciate

the essential role played by immigrants in making this country what it is

– a unique microcosm of the world.

Looking forward, I hope that the exhibit will catalyse a change in attitude

of Americans towards immigrants, and make newer immigrants feel

proud to be such an essentia l par t of the American fabr ic . The format

of an exhibit a l lows people of a diverse background to come together

in a common space, and share their indiv idual stor ies and perspectives

within a larger framework.

CONCEPT DEVELOPMENT


01

{ S E C T I O N } PA G E 019

PA G E 0 2 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CONCEPT DEVELOPMENT


01

{ S E C T I O N } PA G E 0 21

PA G E 0 2 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

02 { B R A N DI N G I DE N T I T Y }

“ W hat , then , i s thi s ne w man , the Am e r ican? He i s a mi x ture of Engli sh , S cotch ,

Ir i sh , French , D utch , G e r man s , and S wed es . From thi s breed , that race , now cal l ed

Am e r ican s , have ar i sen .” – J . H e c t o r S t . J o s h d e C r e v e c o u e r

{ S E C T I O N }

BRANDING + IDENTITY


02

{ S E C T I O N } PA G E 0 2 3

PA G E 0 24 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

LOGO EXPLORATIONS


02

{ S E C T I O N } PA G E 0 2 5

PA G E 0 2 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ B R A N D A T T R I B U T E S }

Simple

Clear

Evocative

Contemporary

Experiential

Posit ive

Playful

Inclusive

{ T H E N A M E }

I chose the name Shifting Homelands for my project because it conveys

the confl ict between culture and identity that al l new immigrants face.

Despite immigrants’ ef for ts to cope with their new adopted home, they

cannot help but remain l inked to their countr y of or ig in. Immigrants

often have to continually re -define their idea of “home” and are caught

between two, often confl icting cultures.

{ T H E L O G O }

I approached the logo with an aim to convey the idea of migration as

a mass movement of people across the globe. To this ef fect, I star ted

exploring circular forms, converging arrows and shapes that conveyed

that sense of movement.

The final logo for Shifting Homelands takes its cue from the immigration

stamp that appears on a passpor t whenever an international border is

crossed. The circular shape of the stamp hints at the form of the globe,

and the two arrows suggest movement. The type is set in Interstate

Condensed and Interstate Condensed Bold.

{ S T A T I O N E R Y }

In keeping with the concept of the logo as a stamp, the typography

on the stationery system is designed to look like a form that immigrants

rout inely have to f i l l in. The dif ferent components of the stat ionery

system are hand stamped in the space provided before use.

FINAL LOGO


02

{ S E C T I O N } PA G E 0 2 7

x

x

20°

PA G E 0 2 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

FINAL LOGO


02

{ S E C T I O N } PA G E 0 2 9

PA G E 0 3 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

FINAL LOGO


02

{ S E C T I O N } PA G E 0 31

PA G E 0 3 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ S E C T I O N } 03 { T H E E X H I B I T }

“ If the m elt ing pot e xi st s , the cheeseburge r may wel l be i t s most palpabl e product;

to ta k e a bite of i t i s to ta k e a bite of hi s tor y . . .” – E l i z a b e t h R o z i n

{ D E S I G N E R }

SUPRIYA KALIDAS

THE EXHIBIT


03

{ S E C T I O N }

within the visual context of a cultural marketplace or city center. Large

scale graphics, vendor stal ls, street corners, bi l lboards and newsstands

enhance the feeling of being within a public market. The exhibit is also

designed to be dif ferent from tradit ional ar t exhibits in the sense that it

is very hands-on, people are invited to interact with and experience the

objects and displays.

{ T H E C U L T U R A L M A R K E T P L A C E }

The main idea of the exhibit is to celebrate the impact of immigration

on American culture and to promote the cultural give -and -take between

established Americans and new immigrants. This central thought gave

r ise to the idea of a bustl ing marketplace as a center of community and

interaction. The marketplace serves as a visual metaphor, one with which

people of al l cultures resonate. The sections of the exhibit are framed

PA G E 0 3 3

PA G E 0 3 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

I chose the Yerba Buena Center for the Ar ts gal ler ies in San Francisco

as the venue for my proposed exhibit because of their commitment to the

advancement of diversity and respect for cultural dif ferences and ideas.

YBCA is a global ly recognized center of ar t ist ic innovat ion, known for

its openness to new voices and ideas, and its sustained commitment to

creatively energizing the community through the language of ar t. YBCA

was designed to embrace and celebrate a diversity of ar ts, cultures,

audiences and viewpoints.

{ Y E R B A BU E N A C E N T E R F OR T H E A R T S }

Ye r b a B u e n a C e n t e r f o r t h e A r t s p r e s e n t s c o n t e m p o ra r y a r t f r o m t h e B a y A r e a

a n d a r o u n d t h e w o r l d t h a t r e f l e c t s t h e p r o f o u n d i s s u e s a n d i d e a s o f o u r t i m e ,

e x p a n d s t h e b o u n d a r i e s o f a r t i s t i c p ra c t i c e , a n d c e l e b ra t e s t h e d i v e r s i t y o f

h u m a n e x p e r i e n c e a n d e x p r e s s i o n . – M i s s i o n S t a t e m e n t , Y B C A

YBCA aims to bridge the seemingly contradictory worlds of pop culture,

contemporary ar t , and community aesthetics. Exhibit ions, per formances,

f i lm /video, and various community engagement programs are organized

thematical ly in an ef for t to connect ar t and community l i fe. The Shifing

Homelands exhibit would be very much in sync with the YBCA’s mission

and va lues, not only because of i ts ce lebrat ion of d ivers i t y, but a lso

because i t uses the medium of design and pop culture to talk about an

impor tant social issue of our t ime.

LOCATION OF THE EXHIBIT


03

{ S E C T I O N } PA G E 0 3 5

PA G E 0 3 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

8.0 ’ 10.0 ’

13.0

’

13 .0 ’

20.0

’6.

6’18

.0’

29 .0 ’

9.6’

30.0

’

9 .6 ’

A 1

A 2A 3

A 4

A 5

{ G A L L E R Y - A P L A N + E L E V A T I O N }

S C A L E 1 : 2 0 0

{ G A L L E R Y - A }

The YBCA exhibition gallery consists of two spaces – a small anteroom,

Gallery A and a larger space, Gallery B. The anteroom is accessed from

the lobby, and leads into the larger gallery. I designed Gallery A as an

introduct ion to the ent i re exhib i t . This room prov ides an overv iew of

immigration into the United States, past and present. Impor tant facts

and statistics, maps and a t imeline provide a framework for the rest of

the exhibit . This room provides a quick glance at the why, how and

when of immigration into the United States.

{ G A L L E R Y - B }

This space houses the main body of the exhibit , and i l lustrates the

impact of immigration by employing the metaphor of American cultural

icons and artifacts. The space is designed to enable people to traverse

the exhibit organically, al lowing for interaction between visitors. Large

scale graphics and instal lations are strategically placed to draw the eye

towards dif ferent par ts of the room. This par t of the exhibit is divided

into three main sections – Food, Spor t and Language – and is designed

to emulate the feeling of a marketplace.

FLOORPLAN + ELEVATION


03

{ S E C T I O N } PA G E 0 37

{ G A L L E R Y - B P L A N + E L E V A T I O N }

S C A L E 1 : 2 0 0

25.0 ’

77.0

’

60.0

’5.

7’

7 .5 ’

7 .5 ’

5 .7 ’ 40 .0 ’

7.5’

8 .0 ’ 8 .0 ’

12.0

’

12 .0 ’

49.0

’

67 .0 ’

B 1

B 2

B 3

B 4

B 5

B 6

PA G E 0 3 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PROCESS SKETCHES FOR EXHIBIT


03

{ S E C T I O N } PA G E 0 3 9

PA G E 0 4 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

18.0 ’

GALLERY-A LAYOUTS


03

{ S E C T I O N } PA G E 0 41

A 1

A P P R O A C H F R O M

B O X O F F I C E

{ G A L L E R Y A // WA L L A1 }

13.0

’

This is the very first wall a visitor encounters upon entering the exhibit.

I wanted this wall to make an impact visually, as well as encapsulate

the theme of the exhibit . I used simpl i f ied icons of objects that have

been brought into the United States by immigrants at various points in

history, but have subsequently assimilated to become part of mainstream

American culture. These objects come together to take the shape of the

United States.

PA G E 0 4 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 4 3

GALLERY-A LAYOUTS


03

{ S E C T I O N }

PA G E 0 4 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

A 2

B O X O F F I C E

30.0 ’

{ G A L L E R Y A // WA L L A 2 }

13.0

’

Shor t introduction to the Shifting

Homelands project and description

of the intent and tone of the exhibit.

PA G E 0 45

GALLERY-A LAYOUTS


03

{ S E C T I O N }

B O X O F F I C E

A 4

A 5

Graphic that i l lustrates at a glance various stages

of immigration into the United States – when, why

and where from people came to this country.

Introduction to the next section of the exhibit ,

explaining the idea of the Cultural Marketplace

and its relevance to the topic of immigration.

{ G A L L E R Y A // WA L L S A4 , A 5 }

20.0 ’

13.0

’

10 .0 ’

PA G E 0 4 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

A 3

B O X O F F I C E

Statistic that i l lustrates the immigrant make -up

of the American population today, broken up by

country of origin.

{ G A L L E R Y A // WA L L A 3 }

PA G E 0 47

GALLERY-A LAYOUTS


03

{ S E C T I O N }

29.0 ’

13.0

’

This interactive instal lation is designed to be a real - t ime

indicator of cultural diversity in the United States, using

people at tending the exhibit as a sample set. People are

asked to choose one or more colored r ings based on their

region of ancestry and place them on the appropriate bar.

As more people add to the bars, the instal lation becomes

a bar graph that indicates the relative cultural make -up of

the entire group.

PA G E 0 4 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 49

GALLERY-A MODEL


03

{ S E C T I O N }

PA G E 0 5 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 51

GALLERY-A MODEL


03

{ S E C T I O N }

PA G E 0 5 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

B 1

F R O M G A L L E R Y - A

{ G A L L E R Y B // WA L L B1 }

PA G E 0 5 3

GALLERY-B LAYOUTS


03

{ S E C T I O N }

45.3 ’

67.0 ’

25.0

’

PA G E 0 5 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

B 2


{ G A L L E R Y B // WA L L B 2 }

The large -scale graphics are bold and draw

the eye towards that par ticular par t of the

exhibit. They are designed l ike bil lboards in

keeping with the theme of the exhibit space.

PA G E 0 5 5

GALLERY-B LAYOUTS


03

{ S E C T I O N }

25.0

’

77 .0 ’

An instal lation of larger-than - l ife bowling

pins and ball suspended from the ceil ing

in the impression of a str ike. This is to

be viewed from across the room.

Graphic i l lustrating professional players

from various spor ts who are immigrants

to the United States.

PA G E 0 5 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 57

GALLERY-B LAYOUTS


03

{ S E C T I O N }

PA G E 0 5 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 59

GALLERY-B LAYOUTS


03

{ S E C T I O N }

PA G E 0 6 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

B 3


This instal lation takes its inspiration from

signs seen in public markets. The sign is

made of 5 -foot tal l neon let ters erected

on a scaffolding.

{ G A L L E R Y B // WA L L B3 }

PA G E 0 6 1

GALLERY-B LAYOUTS


03

{ S E C T I O N }

67.0 ’

25.0

’

The StoryCorps trai ler within the exhibit

al lows visitors to share their stories and

experiences as a way of leaving something

of themselves behind, as well as getting

involved with the project.

PA G E 0 6 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

B 4


49.0 ’

A list of words in the English language

adopted from various languages around the

world, sor ted by region of origin.

{ G A L L E R Y B // WA L L B 4 }

PA G E 0 6 3

GALLERY-B LAYOUTS


03

{ S E C T I O N }

77.0 ’

25.0

’

The news stand has copies of the exhibit ion

catalog, which has been designed to look l ike

a newspaper. V isitors can pick up a copy as

they leave the exhibit.

An interactive display inspired by “Magnetic

Poetry”. V isitors to the exhibit are invited to

form their own one - l iners and poetry using

English words which have been adopted

from other languages. The magnetic words

are housed in a box and can be stuck onto

the metal wall .

PA G E 0 6 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 6 5

GALLERY-B LAYOUTS


03

{ S E C T I O N }

PA G E 0 6 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 6 7

GALLERY-B LAYOUTS


03

{ S E C T I O N }

PA G E 0 6 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ G A L L E R Y B // WA L L B 5 }

The idea of a neon sign to introduce the

topic of food was inspired by the neon

signage on many American food stal ls.

25.0 ’

B 5


PA G E 0 69

GALLERY-B LAYOUTS


03

{ S E C T I O N }

A manned hotdog stand serving hotdogs to

visitors talks about the immigrant history of

America’s quintessential street food.

33.0 ’

13.0

’

PA G E 0 70 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ G A L L E R Y B // WA L L B 6 }

Larger than l ife display of a salsa and ketchup

bottle i l lustrating the entry of the Mexican salsa

as a mainstream American condiment.

B 6


PA G E 0 71

GALLERY-B LAYOUTS


03

{ S E C T I O N }

Foods originally brought to America by various groups of immigrants,

which have now assimilated into mainstream American cuisine are

showcased in a deli environment. These include apple pie, pretzels,

bagels, chowder, chopsuey and hamburger. This is a manned station

and these foods are served to the visitors at the exhibit. People read

about the immigrant history of each food while sampling it .

13.0

’

25 .0 ’

PA G E 0 72 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

{ G A L L E R Y B // WA L L B 7 }

B 7


25.0 ’

13.0

’

PA G E 0 7 3

GALLERY-B LAYOUTS


03

{ S E C T I O N }

{ G A L L E R Y B // WA L L B 8 }

25.0 ’

13.0

’

B 8


PA G E 0 74 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

PA G E 0 75

GALLERY-B LAYOUTS


03

{ S E C T I O N }

PA G E 0 76 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ S E C T I O N } 04 { E X H I B I T PR OM O T ION }

“ We becom e not a m elt ing pot but a beaut i f u l mosaic . D if fe rent peopl e , d i f fe rent

be l ie f s , d i f fe rent year nings , di f fe rent hopes , d i f fe rent dream s .” – P r e s i d e n t J i m m y C a r t e r

{ D E S I G N E R }

SUPRIYA KALIDAS

PROMOTION + MERCHANDISE


04

{ S E C T I O N }

The metaphor of the sa lad bowl suggests that the var ious d i f ferent

cultures within the United States combine l ike a salad. A l l the cultures

within America are juxtaposed but do not merge together into a single

homogeneous culture; each culture retains its own distinct qualities, just

as in a salad, a tomato does not take on the traits of a carrot merely by

being placed adjacent to it .

{ A M U L T I C U L T U R A L S A L A D B O W L }

America’s diverse society has been described as a melting pot, in which

diverse ethnic groups shed their tradit ional identit ies and are absorbed

into a s ing le dominant cul ture. This v iew of accul turat ion is dated and

highly simplistic. In fact, the l ines of cultural influence move in multiple

directions. A better model of cultural interchange and assimilation is that

of the salad bowl.

PA G E 0 7 7

PA G E 0 78 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

EXHIBITION CATALOG


04

{ S E C T I O N } PA G E 0 79

The cata log for the Shift ing Homelands exhib i t is intended to be

d ist r ibuted both as promot ion for the pro ject , as wel l as a take away

at the exhibit. The 32-page publication introduces the concept of the

exhibit , and provides detailed history and information about the various

themes presented in the exhibit. The catalog is divided into four main

sect ions, echoing the sect ions of the exhibit – Food, Spor t , Language

and Personal stories.

{ E X H I B I T ION C ATA L O G }

The tabloid -sized catalog is designed to evoke the feeling of a newspaper

because of the universa l i t y of the medium as a d isburser of popular

culture and information. The primary source of distribution is newsstands

and newspaper vending machines on street corners. The visual style is

d ic tated by the l imitat ions of pr int ing on newspr int . Bold t ypography

and f lat color i l lustrat ions take into account problems of registrat ion

and bleeding which may arise in printing and production.

PA G E 0 8 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CATALOG SKETCHES


04

{ S E C T I O N } PA G E 0 81

PA G E 0 8 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CATALOG SPREAD


04

{ S E C T I O N } PA G E 0 8 3

PA G E 0 8 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CATALOG PAGES


04

{ S E C T I O N } PA G E 0 8 5

PA G E 0 8 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

CATALOG


04

{ S E C T I O N } PA G E 0 8 7

PA G E 0 8 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

WEBSITE


04

{ S E C T I O N } PA G E 0 8 9

The Shifting Homelands website is designed to spread the word about

the exhibit , as well as to encourage par ticipation in the project. Apar t

from providing information about the project and about the general topic

of immigrat ion into the United States, the websi te a lso encourages

people to submit their own immigration stories. People are also invited

to download posters and the catalog and help spread the word.

{ W E B S I T E }

PA G E 0 9 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

0 0 0 0 0

Supported by

T HE P R O JEC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T

Sponsored by

JOIN THE CONVERSATION

SHIF TING HOMEL ANDS E XPLORES THE ESSENTIAL ROLE PL AYED BY IMMIGR ANTS

IN TODAY’S AMERICAN SOCIET Y. BY REMINDING US THAT AMERICA IS A “NATION OF

NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED IMMIGR ANT

HERITAGE, THE PROJECT AIMS FOR A BET TER UNDERSTANDING OF IMMIGR ANT

CULTURE AMONGST AMERICANS AS WELL AS TO RECONCILE THE IMMIGR ANTS’

ETHNIC IDENTIT Y WITH THEIR NE W HOME.

RE AD MORE ABOUT THE PROJECT

0 0 0 0 0

Supported by


Sponsored by









0 0 0 0 0

Supported by


Sponsored by









T H E P R O J EC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T

0 0 0 0 0

PROJECT SUMMARY

Shifting Homelands is an MFA thesis project aimed at better assimilation

and quality of life for immigrants in America by facilitating a dialogue

between immigrants and Americans.

While much has been said about immigration policy and reform, very

little is said about migrants as individuals, their relationships either

within their own or with the host community, their value systems or

their own views about migration. When people cross borders, not only

are their own understandings of themselves and their surroundings

transformed, but they find that others’ reaction to them has changed

as well. Effective assimilation of immigrants can only be achieved by

acceptance from the hosts.

Shifting Homelands will create a platform for sharing stories and

personal testimonies of immigrants, highlighting the experience of

individuals and small groups within a larger social context.

The project is geared towards a better understanding of immigrant

culture amongst Americans as well as to reconcile the immigrants’

ethnic identity with their new home.

THE ISSUEKnow the facts about the history of immigration in America, and learn how you can get involved.

THE EXHIBITInformation and news updates about the exhibit as and when it happens

SPREAD THE WORDDownload our campaign brochure, posters and postcards and help spread the word about the project.

DOWNLOAD A PDF OF THE SUMMARY

T HE I S S UE T HE E X HIBI T S P R E A D T HE W O R D

THE PROJECT

WEBSITE PAGES


04

{ S E C T I O N } PA G E 0 91


0 0 0 0 0

T H E I S S U E T HE E X HIBI T S P R E A D T HE W O R D

A NATION OF NATIONS

America has been witness to four centuries of immigration

spanning a variety of scenarios. The one thing that unifies the

295 million people living in the United States today, save the

Native Americans, is that at some point in the last millennium,

they or their ancestors came here from someplace else in the

pursuit of freedom and opportunity. While many come mainly

in the hope of accumulating enough savings to return home

and live comfortably, most immigrants come to stay with no

greater goal than to be accepted as Americans.

“America is a society of immigrants, each

of whom had begun life anew, on an

equal footing. This is the secret of America;

a nation of people with the fresh memory of

old traditions who dared to explore new

frontiers...”

ALEXIS DE TOCQUEVILLE, excerpt from A Nation of Immigrants

1600sBritish Settlement

Establishment of Jamestown.

1600 – 1850African Slaver y

Forced migration into the United States

1851 – 1860Potato Famine

Many Ir ish flee to America to escape pover ty caused by the Potato blight.

1861 – 1870Land of Oppor tunity

Dissastisfied with lack of land and oppor tunity, many Germans migrate to America.

1871 – 1880Religious Freedom

Many Germans migrate to America to escape the Prussian Protestant rule.

1881 – 1890The Age of Steam

Steamships spur a major wave of European immigration

1 2 3 4THE PROJECT :: THE ISSUE


0 0 0 0 0

T HE I S S UE T HE E X HIBI T S P R E A D T H E W O R D

This project is for immigrants as well as Americans throughout

the United States. That’s pretty much everyone who lives in

the United States.

Help spread the word about this project by downloading our

publicity campaign materials. You can distribute them among

your friends and family or put up posters in your neigborhood.

You can also link to our website from yours through a text link

or by using our web banner.

You can also download the one page project summary and help

spread the word and direct traffic to our website.

PUBLICITY CAMPAIGN MATERIALS

WEB BANNER

THE PROJECT :: SPREAD THE WORD

AMERICAA MULTICULTURALSALAD BOWL

FOOD P. 04 SPORTS P. 12 LANGUAGE P. 18 STORIES P. 24

WHAT IS AMERICAN FOOD REALLY? WHAT MAKES AMERICAN ENGLISH

UNIQUE?

WHO, OR WHAT, IS A “RESIDENT ALIEN”?

JOIN T HE C ON V ER S AT ION _W W W. SHIF T INGHOMEL A ND S.C OM

FINDING A COMMON GROUNDWWW.SHIFTINGHOMELANDS.ORG

SHIFTING HOMELANDS IS A PROJECT THAT EXPLORES THE ESSENTIAL ROLE PLAYED BY IMMIGRANTS IN AMERICAN

SOCIETY. BY REMINDING US THAT AMERICA IS A “NATION OF NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED

IMMIGRANT HERITAGE, THE PROJECT AIMS FOR A BETTER UNDERSTANDING OF IMMIGRANT CULTURE AMONGST AMERICANS

AS WELL AS TO RECONCILE THE IMMIGRANTS’ ETHNIC IDENTITY WITH THEIR NEW HOME.

WHAT MAKES SPORTS THE GREAT

AMERICANIZER?

alligator

mantraanchovy

stampederanch

alcoveavatar

alkali

voodoocruller plaza

zombiecrimson

barbecue

DO YOU SPEAK

WHAT IS AMERICAN FOOD REALLY? DO WE TRULY OWN ANY TYPE OF FOOD?

4 5

ONE OF THE FIRST MAJOR FORCES FOR CHANGE IN THE AMERICAN DIET CAME FROM GERMAN IMMIGRANTS, WHOSE

DISTINCTIVE EMPHASIS ON BEER, MARINADED MEATS, SOUR FLAVORS AND WURSTS WAS GRADUALLY ASSIMILATED

INTO THE MAINSTREAM AMERICAN DIET IN THE FORM OF COLE SLAW, HOT DOGS, DONUTS, AND HAMBURGER.

SHIFTING HOMELANDS / F INDING A COMMON GROUNDA MOST EXOTIC FOOD WWW. SHIFTINGHOMELANDS.ORG

Take pizza for example – isn’t it an import? When the Italians began to arrive on our

shores and became an integral part of the melting pot, they brought their own foods,

tastes, and spices. Garlic, olive oil, oregano, basil, pizza and pasta entered our diets.

Pizza has become part of America’s diet. It is surely not the Neapolitan street food

for the poor that it once was. The pizza is an apt metaphor for the immigration

debate, framed in dough and cheese. Can a foreigner gain acceptance in America?

Should we allow these tastes from foreign shores into our American stomachs?

Foods introduced by immigrants have not only become a regular part of the

American diet, but have become Americanized. From Taco Bell on the go, to

different varieties of salsa in the supermarket, there’s some version of Mexican

cuisine available in almost every community across the country.

CAN A FRIGHTENINGLY EXOTIC JAPANESE CONCOCTION OF SEAWEED STUFFED

WITH STICKY RICE AND RAW CREATURES EVER FIND A MARKET IN OUR NATION?

IT HARDLY SEEMS POSSIBLE UNLESS YOU THINK OF THE ONCE EXOTIC PIZZA.

FOOD

DOWNLOAD A PDF OF THE SUMMARY

BROCHURE (PDF)

BANNER (JPEG)

OF AMERICANS EAT PIZZA ATLEAST ONCE

A MONTH.

A STAGGERING

93%93%

6 7SHIFTING HOMELANDS / F INDING A COMMON GROUNDA MOST EXOTIC FOOD WWW. SHIFTINGHOMELANDS.ORG

POSTERS (JPEG / PDF)

POSTCARDS (JPEG / PDF)

T HE P R O JECT J O I N T H E C O N V E R S AT I O N A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T

0 0 0 0 0

“To know America, it is necessary to know why

over 42 million people gave up their settled lives

to start anew in a strange land. We must know

how they met the new land and how it met them,

and most important, we must know what these

things mean for our present and for the future.”JOHN F KENNEDY, A Nation of Immigrants

Personal stories are the centerpiece of Shifting Homelands. The project

aims to create a dialogue between the immigrant population and the

hosts through stories of a shared immigrant history.

To say goodbye to everything you have known and set off for another

country is a heart-wrenching experience. Despite the immigrants’ efforts

to cope with their new home and setting, they cannot help but remain

linked to meaning systems of their own country. The project focuses on

the world the immigrants left behind, the roots that defined them, and

the frustrations, hardships, discontents and ambitions that made and

continues to make America their destination.

We are looking for stories from immigrants and Americans alike about

the immigration experience. We would to hear about personal

immigration experiences or those of your ancestors, your views about

immigration and what it means to be an immigrant in America.

SUBMIT YOUR STORY

First Name Last Name

Email (this will be kept confidential)

City State

What country did you or your ancestors immigrate from?

When did you or your ancestors immigrate to the U.S.?

Why did you or your ancestors immigrate to the U.S.?

Your Story


SUBMITTerms of Use

T HE P R O JECT J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T

0 0 0 0 0

SHIFTING HOMELANDS is an MFA Graphic Design Thesis Project at the

Academy of Art University in San Francisco.

The project was concieved out of a desire to introduce the people of the

United States to each other and to themselves, and to remind Americans

that they too are descendants of immigrants.

The project will culminate in an exhibition (date and time TBD) that will

be open to the public.

DESIGNER BIO

Supriya Kalidas is a fellow immigrant and graphic designer with six years

experience in the graphic design and visual communications industry.

She currently is working on earning a MFA in Graphic Design at the

Academy of Art University.

Supriya Kalidas was born and raised in Chennai, a coastal metropolis in

the south of India. After high school, she enrolled in the Graphic Design

program at the National Institute of Design (NID) in Ahmedabad.

Interaction with students of varied cultural background from different

corners of the country made the four years at NID a very valuable

experience. Her time at NID left her with a restless eagerness to plunge

intp the real world, and she worked for three years at prominent graphic

design firms in India. Her most recent position was at Ray + Keshavan

Design, which is part of the WPP group. Though the learning was great,

she yearned to share, experience and learn while being part of a

community built and bound by common interests and visions, yet

significant in terms of cultural diversity and personal histories. She

decided to pursue a Masters degree in Graphic Design, and this

ultimately led her to the Academy of Art University in San Francisco

where she is currently enrolled as a full time student.

DOWNLOAD RESUME

ABOUT US

PA G E 0 9 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

DO YOU SPEAK

POSTCARDS


04

{ S E C T I O N } PA G E 0 9 3

PA G E 0 9 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

TICKETS


04

{ S E C T I O N } PA G E 0 9 5

PA G E 0 9 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

TAGS


04

{ S E C T I O N } PA G E 0 97

Visitors to the exhibit are given these blank stickers at the box office

and are asked to write in their immigrant ancestory. The stickers are

displayed on their person and is aimed at increasing interaction between

people at the exhibit.

{ I DE N T I T Y TAG S }

PA G E 0 9 8 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

One of the quickest and most high impact ways of spreading the word

about the exhibit is through robust environmental adver tising. This can

include smal l and large format posters, bus shelters, subway stat ion

posters, lamp -post banners and bi l lboards. I fo l lowed the same visual

sty le in terms of t ypography and color palet te as in the exhibit and

catalog, and used catchy headl ines on the posters to arouse cur iosit y

among passers -by.

{ E N V I R ON M E N TA L A DV E R T I S I N G }

EXHIBIT PROMOTION


04

{ S E C T I O N } PA G E 0 9 3

PA G E 10 0 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

POSTERS


04

{ S E C T I O N } PA G E 101

PA G E 10 2 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

BANNERS


04

{ S E C T I O N } PA G E 10 3

FOOTBALL OR NOT?

KETCHUP OR SALSA?

12.01.0812.27.08

TO

YERBA BUEN A CENTER FOR THE ARTS

701 MI SSION ST .SAN FR ANCISCO, CA

WWW.SHIFTINGHOMELANDS.ORG

12.01.0812.27.08

TO




12.01.0812.27.08

TO




PA G E 10 4 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

BILLBOARD – YBCA FACADE


04

{ S E C T I O N } PA G E 10 5

PA G E 10 6 { P R O J E C T }

MFA THESIS

{ T I T L E }

SHIFTING HOMELANDS

{ D E S I G N E R }

SUPRIYA KALIDAS

This thesis project comes at a crucial t ime when immigration is a topic

of intense debate in both polit ical and social circles. A lmost al l of the

at tent ion that immigrat ion and immigrants have received in the media

has, of late, been mostly negative. Consequently, the American public

is ambivalent on the subject, and constantly re -evaluating their opinions.

With this project and exhibit, I have attempted to change the tone of the

conversat ion about immigrat ion in America by focussing on i ts posit ive

impact on everyday American l i fe. What I hope for, is for Americans

to drop their prejudices by examining the issue with an objective mind

and recognize that immigrat ion is an essentia l par t of the American

fabric, both historical ly and for the future. Far from diluting the culture,

immigrants add to the diversit y that America is known for, and lend

credence to its unique position as a microcosm of the world. I would l ike

for the American people to recognize that centuries of immigration has

made America what it is today, and newer immigrants wil l make America

what it is to become tomorrow.

I N C ON C L U S ION

BANNERS + BUS PANELS


04

{ S E C T I O N } PA G E 107

There are many people without whom this project would not have gotten

very far. My thesis advisors Phil Hamlett, Tom Sieu and Michael Sainato,

who guided me through the entire process, had faith in my concept and

helped my ideas take f l ight. Mary Scot t , who provided a keen eye and

encouragement when I needed it the most. Hunter Wimmer and Michael

K i lgore, who were so pat ient with me when I accosted them on street

corners and rambled on about my project. I would also l ike to thank Scot

Crisp and the folks at the Academy of Ar t University and San Francsico

Public l ibrar ies for providing me with research materials so essential to

the success of my project.

My friends and family who have always had an informed opinion about the

issues, made t ime for intense conversat ions and debates, and thereby

shaped my worldview – Arun, Gomathi, Marion, Brian, Ranjini. My family

in India who despite being so many thousands of miles away have been

very suppor tive of my effor ts and have embraced my every high and low

as their own.

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