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Adam Schuld

portfolio


“Chitown� is a documentary showing the history of Chicago basketball through the lives of inner city, high school athletes. In designing the collateral for this project, there was a deliberate attempt to juxtapose the grit of the inner city with the hopefulness of a better future for these kids.

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This AIGA mailer raises awareness of an upcoming ‘Head, Heart, Hand’ design conference. The elements intermingle with the AIGA logo and presents a powerful abstract on the nature of creation and design.

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TRU, a restaurant in downtown Chicago, is one of the most premiere and modern dining experiences in the city. The wine packaging for this restaurant incorporates the modern and sleek style of TRU’s interior.

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The menu design for TRU thematically continues with a minimalistic approach. It is suited to mix with elements from the wine bottle design and bind them aesthetically. The entire package is intended to be cohesive with the atmosphere of TRU.

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“Anarchy� is an apocalyptic thriller movie about the struggle of living in a world on the brink of destruction. The design is a grim foreshadowing of the future and uses symbolism to powerfully convey its intent.

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This magazine spread describes the changing nature of extreme sports. The design effectively combines the text elements organically around images to convey the movement aptly described in the article.

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&YUSFNF4QPSUT CZ&NJMJP1BMBOUIF In the Southern California Valley, new waves of extreme are quickly flashing into existence. It is appropriate, after all, that the evolution of what is termed “Extreme Sports� is being grown in one of the places that was responsible for its placement on the national stage. It was here the limits and boundaries began to be pushed and it is also here where these sports began to be viewed as a legitimate source of competition.

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Mark Tulane, a pioneer and advocate of extreme sports, remembers the beginning vividly. He explains that the difficult part was not in the inventiveness in creating these sports, it was in garnering support and backing from a largely unwilling public. “The sports were viewed as too niche, too extreme to be supported by a mass audience.� According to Mark, it was difficult to be catalyst for growth when the perception of them was vagrants and hoodlums that skateboard and rode motorcycles.

All that began to change in the late 1990’s, when the first X-Games competition occurred. Unsure of the turnout, Mark and his friends prepared as if it were the mecca of the sports competition, preparing their absolute best material and tricks in hopes that it would catapult their mission to extreme heights. The turnout was even greater than expected. Even people not familiar with the sport began to embrace what these athletes were doing and how much preparation they had put into their craft. As Mark recalls, “I stood there in disbelief. I really don’t think we really understood at the time what we had done. It was insane. A new sport was emerging before our eyes.� It was then that Mark new of the potential impact of their vision. The common viewer was beginning to not only see it as a spectacle, but as a relatable sport that they could understand the details and intracacies.

5IF$PTUTPG&YUSFNF Although the success wasn’t short lived, the health of those that push the limits day in and day out was. The nature of extreme sports is built on the premise that you have to take it further than anyone before you has. It produced a mindstate that you needed to be inventive in your ways to innovate. That belief, however, was increasingly detremental to those that were on the precipus of extreme sports. The participants that were the greatest at what they do were often some of the quickest to leave the support. Mark explains, “...a career was a bold assumption. [The athletes] that had the mindstate they could do anything were usually the quickest to perish.� Motocross competitions were carting off participants for injuries in record numbers. The views that these sports were inherently gruesome and violent began gaining traction. “There were some dark days,� Mark claims, “I didn’t know if we were going to be able to be a source for new athletes who would see these these injuries and say it just wasn’t worth it. Extreme sports needed to change.� It was only then could the sport alleviate itself from the black eye of people actually dying during these competitions. Although rare, it was happening and it was scaring a lot of viewers that just wanted to see tricks.

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In the last 4 years, there has been a 47% increase in fatalities in extreme sports. In the last X-Games Big Air Competion, the average height per jump was 30 feet. In 2001, the world record was 22 feet. Average insurance premiums for the nations elite riders have entered into the millions. Competitions regularly place paid bonuses in competitions for the most extreme new trick. Course designers for all extreme sports have been pressured into making the courses more dangerous.

"/FFEFE$IBOHF The path to change was a slower process then Mark would have liked. Many riders of all extreme sports called it an end much earlier than they would have liked. Change and reform began to creep in though and was the decisive way to create long term viewers again.

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Integra is a small business that consults companies on how to improve their sales efficiency. Integra’s goal in this project was to improve the quality and professionalism of their personalized marketing materials and connect them into a solitary theme.

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integrasells.com

Jon Freedlund Owner & C.O.O. 630.584.3989 jfreedlund@integrasells.com

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Micromat wanted to improve their current logo. It had become dated and was in need of rejuvenation. The identity had to maintain the preexisting brand recognition, but the design had to be updated to align with modern trends.

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INCORPORATED

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In the 2011 - 2012 season, Derrick Rose suffered a season ending ACL injury. Next season, Adidas launched a marketing campaign chronicling the comeback of Derrick Rose. This design augments the intent of that campaign by focusing on the character of Derrick Rose.

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CHARACTER does not

BREAK

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Pierre Marshesso wrote a fictional thriller exploring conspiracy theories of the John F. Kennedy assassination. The client asked to take a provided photo of John F. Kennedy and design layout and effects that would grip the reader.

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This skateboard design effectively combines artwork with brand identity. By using faint hints of a lime green color throughout the artwork, logo, and grip tape, the design allows the viewer’s gaze to move throughout the piece, ending focus on the logo.

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Adam Schuld Graphic Design Portfolio  

This is my completed works for the Art Institutes Graphic Design Portfolio Show on December 14, 2012. Please visit my website adamschuld.com...

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