the design files

THE DESIGN FILES OF

Kelcy D. Laybourn

14

1 2 3 4 5 6 7 8 9THE DESIGN FILES OF Kelcy D. Laybourn

INSTRUCTOR Mary Scott DISCOVERY Passion

The Design Files ofKelcy D. Laybourn

DISCOVERY: PASSIONThe Design Files of KDL


2

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

PK ID PR TY


4

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

3

6


"Phenomenal cosmic power, itty bitty living space"

-Aladdin

DISCOVERY Nuclear Fusion INSTRUCTOR Tom Sieu

7

DISCOVERY: NUCLEAR FUSION1g: The Power of Hydrogen

8

Sustainable, informative, simple,

straight forward, children's book


»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


PK ID PR TY

9


10


11


12


13

11"

17"


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

14

NOTE: Strip down the

illustrations & diagrams

to their bare bones so

the information is quick

and painless to digest


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

15



18


19Ya gotta spell it out!

DISCOVERY: AXE ETHOSAxe Definition

DISCOVERY Axe Ethos INSTRUCTOR Thomas McNulty

20

Innuendo, how-to, suggestive,

masculine, straight-forward


21

»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


PK ID PR TY


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23


25

NOTE: Each product

is equipped with a

definition that spells

out how the young

gentleman can use the

product to impress any

lady friends.


26

ESPRESSO

IRON

GRILL

SCALE

SHAVER

TOUCH-SENSITIVECONTROL PANEL

TWO ESPRESSOBREW CAPABLE

STEAM ANDMILK FROTHER


27



28


29


30


All that glitters

DISCOVERY: ALCHEMY

Lapis Philosophorum

DISCOVERY Alchemy INSTRUCTOR Ariel Grey

32

Sustainable, informative, simple,

straight forward, children's bo

okRenaissance, gold, transformation,

mixture, formula


»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

Lapis Philosophorum

34


35


36

NOTE: The rich jewel

color scheme and aged

paper effects help set

the scene for this

ancient process.



DISCOVERY: ALCHEMY

Lapis Philosophorum

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39


42


43


44


45"The human head weighs eight pounds."

-Jerry Maguire

DISCOVERY: THE HUMAN MINDTED Warning

DISCOVERY The Human Mind INSTRUCTOR Megumi Kiyama

46


Warning, facts, bold, loud

47

»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

48

NOTE: Word the warnings

in the same voice as

a warning label with

short, choppy sentences.

Include fine print.


49

DISCOVERY The Human Mind INSTRUCTOR Carolina de Bartolo

50

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


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

51

52


53

DISCOVERY Tools & Torque INSTRUCTOR Laura Milton

Idle hands are the devil's playground

DISCOVERY: TOOLS & TORQUESHIFT: An After School Program

54


Forward, collaboration, Community,

youth, tools for the future

55

»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


PK ID PR TY

DISCOVERY: TOOLS & TORQUESHIFT: An After School Program

56


57


58

NOTE: Printed on

newsprint using only

two inks, the brochure

must be economical to

mass produce.


59

300 GRAND STREETLOS ANGELES, CA 90071www.SHIFT.com1-800-866-SHFT


60


62


63


64


I'll never tell . . .

DISCOVERY: THE GUILDConjure Magic Shop

DISCOVERY The Guild INSTRUCTOR Thomas McNulty

66

Wonder, Houdini, magical, mystery


»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


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


PK ID PR TY

LINE DEMOGRAPHICS

DISCOVERY: THE GUILDConjure Magic Shop

68

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


69

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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88


89

Holy Hops

DISCOVERY: BEER

Franziskaner

DISCOVERY Beer INSTRUCTOR Thomas McNulty

90


Pure, heritage, German, wheat

91

»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


Thomas McNulty

2. TITLE

Franziskaner

5. DATE

12 / 09


PK ID PR TY

DISCOVERY: BEER

Franziskaner

92


93


94

NOTE: Franziskaner's

heritage is integral

to their brand. An

evolutionary update will

work better than a

revolutionary one.


95


96


97Your friendly, neighborhood psycho

DISCOVERY: FITTING IN

Psycho: The Broken Mind

DISCOVERY Fitting in INSTRUCTOR Carolina de Bartolo

98


Fractured, fitting in, cold, eerie

99

»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


5. DATE

05 / 10

Typefaces: Univers 59 Univers 55

Dimensions: 8.5"x10"

Colors: Red 485U Grey 405U


PK ID PR TY

DISCOVERY: FITTING IN


100


101


102


103

DISCOVERY Fitting In INSTRUCTOR Carolina de Bartolo

104


NOTE: All photos and

info graphics have to

be original.


105

106


108


Who am I?

DISCOVERY: ESSENCEVarious Identities

DISCOVERY Essence INSTRUCTOR Various

110


»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.


PK ID PR TY

DISCOVERY: ESSENCEVarious Identities

112


113


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115


116


117


118


119I couldn't have done it without you

DISCOVERY: MORAL SUPPORTThank you!

DISCOVERY Moral Support INSTRUCTOR

120


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

15


the design files

Documents

design files of kelcy

design files ofkelcy

titlethe design files

nuclear fusion1g

solar power

power of hydrogen8sustainable

power stationvoltage

power of hydrogen101