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versa { aino horsma }


M FA P o r tfol i o b y Ai n o H o rs m a

Written and designed by Aino Horsma.

Graduate Student of the Academy of Art University 79 New Montogmer y Street Fifth Floor San Francisco, California 94105 USA

w w w. a i n o h o r s m a . c o m To c o n t a c t , p l e a s e s e n t a n e m a i l t o : aino@ainohorsma .com

Copyright Š 2013 by Aino Horsma A L L R I G H T S R E S E R V E D.

Printed and bound in the United States of America No por tion of this book may be used or reproduced in any manner without prior consent of Aino Horsma .


For My Father

who has always encouraged me to explore the world

I love you, Dad.


vice versa

V i s u a l i nt e r pr e t a t ion of V i v a ld i's W i nt e r

ardor in frost

Fe m a le e d u c a t ion i n d e v e lo pi n g c o u nt r ie s

e d u c at i o n i s e m p o w e r i n g

P or t r a it of a c o u ple

i ' m lo st i n yo u r so u l

F i l m fe s t i v a l i n honor of Je a n -P ie r r e Je u ne t

j o u r n e y i s t h e d e s t i n at i o n

The e n d of a l l t h i n g s

there's peace in chaos

A n d o t he r t ho u g ht s a b o u t l i fe a n d d e s i g n

00 01 02 03 04 05


pas s i o n i s g r ac e f u l

P r om o t i n g g e n d e r e q u a l i t y i n US p o l i t i c s

m fa T h e s i s

we thrive from equality

G e t o u t t he v o t e c a mp a i g n for y o u t h

yo u c h an g e th e so c i et y

R e br a n d i n g of t he G i rl S c o u t s

g i r l s can d o any th i n g b oys can d o

The c a l l of a nc e s t or s

t o d ay i s a n c i e n t

The b e a u t y a n d s pi r it of f l a me nc o

06 07 08 09 10


of t e n , a n d s om e t i m e s t h e s u c c e s s of t h e o u t c om e d e p e n d s on h o w w e l l y o u c a n d o i t . Th e fo l l o w i n g p a g e s a r e f i l l e d w i t h m y e x p e r i m e nt a t i on w ith reversing my role a s a desig ner w ith what I imag ined to be the p e r s on e x p e r i e n c i n g t h e d e s i g n , i n or d e r t o f i n d t h e r i g ht p e r s p e c t i v e for e a c h p r oj e c t .

A c c or d i n g t o M i r r i a m -We b s t e r d i c t i on a r y " v i c e v e r s a"

C h a n g i n g p e r s p e c t i v e s c r e a t e s i nt e r e s t i n g d y n a m i c .

R e v e r s e t h e r o l e s , a n d y o u s e e t h e w or l d f r om c omp l e t e l y n e w p oi nt of

v i e w. A n d w or l d c a n fe e l b l a c k a n d w h i t e u nt i l y o u h e a r b o t h s i d e s of

t h e s t or y. D e s i g n e r g e t s t o e x p e r i m e nt w i t h r e v e r s e d r e l a t i on s e v e r s o

Thoughts

Definition

m e a n s " w i t h t h e or d e r c h a n g e d" or " w i t h t h e r e l a t i on s r e v e r s e d ."

Vice versa


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C at e g o r y _ P r i n t

I n s t r uc t o r _ S t a n l e y Z i e n k a

S e m e st e r _ Fa l l 2 011

C l a ss _ E x p e r i m e n t a l T y p o g r a p h y

Colors_

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Pa p e r _ E p s o n M atte, N ews p r i nt , C a nfo rd C a rd

Binding_Perfect binding,Japanese folding

tools_Circle cutter

m at e r i a l s _ M o n t a n a a c r y l i c s p r a y p a i n t

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g o o d C h r i s t i a n s w i l l b e s a v e d , a n d r e s t of u s g o s ome w he r e d i f fe r e nt . I fo u n d it i nt e r e s t i n g ho w m a n y r e l i g io u s g r o u p s s e e m t o s h a r e t he s a me id e a of t he m b e i n g t he c ho s e n one s: The Je w i s h , The R a s t a f a r i a n , The Un i f ic a t ion C hu r c h , The Mor mon s , a n d m a n y mor e . The y a l l s e e m t o b e v e r y s u r e , a n d b e l ie v e t o h a v e pr o of t h a t t he y a r e t he one s . Ho w c a n t h a t b e? S ho u ld n’t t he r e on l y b e one?

K e e p y o u r e y e s o p e n . R e c or d y o u r s u r r o u n d i n g s w i t h y o u r c ho -

w h a t y o u s a w a n d e nc o u nt e r e d . P e r s p e c t i v e 1 1 /1 1 /1 1 i s m y v i s ion of

ho w w orld c a me t o a n e n d No v e m b e r 1 1t h , 2 01 1 . It w a s i n s pi r e d b y t he

pr e d ic t ion s of C h r i s t i a n r a d io ho s t Ho w a r d C a mpi n g . M r. C a mpi n g

pr e d ic t e d t h a t r a p t u r e w o u ld t a k e pl a c e M a y 2 1 s t , 2 01 1 , a n d w he n t h a t

f a i le d , a g a i n O c t o b e r 2 1 s t , 2 01 1 . The n a t u r e of r a p t u r e pr o c l a i m s t h a t

Brief

s e n me d i a , a n d c r e a t e a b o ok of e x p e r i me nt a l t y p o g r a phy i n s pi r e d b y

There's peace in chaos. { and vice versa }

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aino horsma

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2002

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title_The Odyssey Within

C at e g o r y _ P r i n t

I n s t r uc t o r _ H u n t e r W i m m e r

S e m e st e r _ Fa l l 2 011

C l a ss _ I n t e g r a t e d C o m m u n i c a t i o n s

Colors_

Pa p e r _ N e e n a h , M oa b Rag B r i g ht 3 0 0

Binding_Stitch binding

tool_Leather skiver

m at e r i a l s _ L e a t h e r

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fe s t i v a l c a t a lo g , 4 DV D s , a n d l it t le s o u v e n i r s . The c onc e p t of t he f i l m fe s t i v a l i s a n i n ne r j o u r ne y t h a t w e g o t h r o u g h i n or d e r t o f i n d lo v e a n d a c c e p t a nc e . It i s a b o u t s e a r c h i n g home , w h ic h i s a t he me t h a t r e p e a t s i t s e l f i n Je u ne t ’s f i l m s . The s e a r e t he t h r e a d s t h a t t he pr oj e c t fol lo w s t h r o u g ho u t it s e x a m i n a t ion of v a r io u s d e l i v e r a ble s . The v i s u a l d e s i g n c om bi ne s m a g ic a l fe e l i n g of Je u ne t ’s f i l m s a n d s ome one’s p e r s on a l b e lon g i n g s —l i k e for i n s t a nc e a j o u r n a l .

C r e a t e a n i m a g i n a r y f i l m fe s t i v a l i n honor of a mo v ie d i r e c t or

c om mu n ic a t ion t h a t c a n b e a p pl ie d t o a l l fe s t i v a l m a t e r i a l s a c r o s s mu l -

t iple pl a t for m s . P e r s p e c t i v e The O d y s s e y W i t h i n i s a f ic t ion a l f i l m

fe s t i v a l i n honor of F r e nc h f i l m d i r e c t or Je a n -P ie r r e Je u ne t . D e s i g n

d e l i v e r a ble s i nc l u d e d p o s t e r s a n d a d s , mo v ie t r a i le r w i t h f l y i n g lo g o

( l i n k fol lo w s), a V I P t ic k e t p a c k a g e t h a t i nc l u d e s fe s t i v a l e nt r a nc e ,

Brief

of y o u r c hoic e . D e v e lo p a n d a p pl y a n i nt e g r a t e d s y s t e m of d e s i g n a n d

Journey is the destination. { and vice versa }

Deliverables_


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L E F T: T h e p o s t e r w a s awarded in CMYK M a g a z i n e ' s To p 1 0 0 N e w Creatives competition (issue #54, fall 2012)


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title_Portrait Of A Couple

C at e g o r y _ P r i n t

I n s t r uc t o r _ S t a n l e y Z i e n k a

S e m e st e r _ Fa l l 2 011

C l a ss _ E x p e r i m e n t a l T y p o g r a p h y

Colors_

Pa p e r _ M oa b

B i n d i n g _ n /a

tool_Canon G12, Photoshop

m at e r i a l s _ P e o n y s

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“For one hu m a n b e i n g t o lo v e a no t he r hu m a n b e i n g : t h a t i s p e rh a p s t he mo s t d i f f ic u lt t a s k t h a t h a s b e e n e nt r u s t e d t o u s . The u lt i m a t e t a s k , t he f i n a l t e s t a n d pr o of, t he w ork for w h ic h a l l o t he r w ork i s me r e l y pr e p a r a t ion .” The p o e m i s t y p e s e t t o s t a r t on t he f i r s t p a ne l a n d e n d on t he s e c on d one .

C r e a t e a s e t of t w o p a ne l s , s i z e 10 x i nc he s . The p a ne l s w i l l c on-

The p a ne l s h a v e t o w ork a s a s e t a s w e l l a s i n d i v id u a l pie c e s . Us e y o u r

o w n pho t o g r a phy. P e r s p e c t i v e P or t r a i t of a c o u ple i s l i t e r a l l y a p or-

t r a i t of t w o lo v e r s —m y hu s b a n d a n d I t o b e mor e s p e c i f ic . The p a ne l s

i nc l u d e a p a r t of R a i ne r M a r i a R i l k e’s p o e m L e t t e r s t o A Yo u n g P o e t :

Brief

v e y a s t or y of a t o pic of y o u r c hoic e a n d h a v e a d e s i g ne d lo ok a n d fe e l .

I'm lost in your soul. { and vice versa }

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Photo: Dreamstime


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C at e g o r y _ P r i n t

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I n s t r uc t o r _ H u n t e r W i m m e r , P h i l H a m l e t t

Semester_Spring 2011

C l a ss _ V i s u a l C o m m u n i c a t i o n s L a b

Colors_

Pa p e r _ N ews p r i nt

Binding_Perfect binding, Japanese folding

tool_Small paintbrush

m at e r i a l s _ C h i p b o a r d , M o d P o d g e z

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t r y i n g t o s ol v e t h i s i s s u e . The g r a ph ic i l l u s t r a t ion s of g e a r s c a r r y t he v i s u a l c u e of c h a i n r e a c t ion t h r o u g ho u t t he b o ok . C h a p t e r s a r e c olor c o d e d , a n d t he F r e nc h fold bi n d i n g m a d e it p o s s i ble t o c olor t he e d g e s of e a c h p a g e . L a r g e p u l l q u o t e s s t o p r e a d e r t o t h i n k w h a t i s a c t u a l l y

C ome u p w i t h s e t of p o s s i ble s ol u t ion s t o i mpr o v e t he s i t u a t ion a n d

d e s i g n a b o ok t h a t e nc omp a s s e s y o u r e s e a r c h a n d s ol u t ion pr o p o s -

C h a i n R e a c t ion i s a b o ok a b o u t e d u c a t i n g g i rl s a n d

w ome n i n t he d e v e lo pi n g c o u nt r ie s . The t i t le “C h a i n R e a c t ion� r e fe r s

als. b e i n g s a id .

t i v e e v e nt s i n t he s e a r e a s , a n d t h a t m a n y t h i n g s a r e c on ne c t e d w he n

i n g s u b t le c on ne c t ion s b e t w e e n i nc id e nt s , k e y c h a r a c t e r s , a n d h i s t or y.

Perspective

t o t he f a c t t h a t e d u c a t i n g g i rl s w o u ld i n it i a t e a c h a i n r e a c t ion of p o s i-

C ho o s e a t o pic t h a t y o u f i n d i mp or t a nt a n d y o u fe e l p a s s ion -

Brief

a t e a b o u t . D e d ic a t e t he s e me s t e r t o i n v e s t i g a t i n g t h i s t o pic a n d f i n d -

Education is empowering. { and vice versa }

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Photo: Sanna Nyk채nen

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each minute woman dies complication (1 childbirth. 1) Vitale, A . Millenium Development Goals: Improve maternal health. Unicef, 2004.


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title_Hibernation

C at e g o r y _ P r i n t

I n s t r uc t o r _ S t a n l e y Z i e n k a

S e m e st e r _ Fa l l 2 011

C l a ss _ E x p e r i m e n t a l T y p o g r a p h y

Colors_

Pa p e r _ G l o s s y, 9 0 l b c o v e r

B i n d i n g _ n /a

t o o l _ O v e r h e a d p r o j e c t o r, C a n o n G 1 2

m at e r i a l s _ P r i n t a b l e t r a n s p a r e n c i e s

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s e e m t o r i s e y o u m i s s it w he n y o u d on’t h a v e it a n y mor e , l i k e he r e i n C a l i for n i a . S i z e: 18 x 2 4 i nc he s .

r e f le c t s h a d o w s of le t t e r s , i m a g e s , w h a t e v e r c ome s t o m i n d . Us e y o u r

W i nt e r. I a m f r om F i n l a n d a n d w i nt e r a s a s e a s on h a s d om i n a t e d a

t a l t y p o g r a phy p o s t e r c a p t u r e s t he fe e l i n g i n V i v a ld i ’s f a mo u s pie c e

c a me r a t o c a p t u r e t he t y p e y o u c r e a t e d .

My e x p e r i me n -

p a r t of m y n a t u r e . E v e n i f y o u h a t e it w he n it ’s c old a n d t he s u n d o e s n’t

n a t i v e me t ho d s of pr o d u c i n g t y p o g r a phy. Us e o v e rhe a d pr oj e c t or t o

Perspective

l a r g e p a r t of m y l i fe . S no w a n d d a rk ne s s a r e p a r t of o u r n a t u r e — a n d

C r e a t e a p o s t e r of e x p e r i me nt a l t y p o g r a phy t h a t c om mu n ic a t e s

Brief

a lo ok a n d fe e l of a mu s ic a l pie c e of y o u r c hoic e b y i n v e s t i g a t i n g a lt e r-

Ardor in frost. { and vice versa }

Deliverables_


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2011

semester_ H i b e r n at i o n

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

84

|

02.

85


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2011

semester_ H i b e r n at i o n

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

86

|

02.

87


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2011

semester_ H i b e r n at i o n

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

88

|

02.

89


Photo: Dreamstime


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

6006

project_ 02 01

03

04

05

06

07

08

09

10

title_La Vida Flamenca

C at e g o r y _ P r i n t

I n s t r uc t o r _ S c o t t To n g

Semester_Spring 2011

C l a ss _ T y p e S y s t e m s

Colors_

p_

02.

90

|

02.

Pa p e r _ P i c to r i c o P ro d u a l s i d e l u ste r p h oto pa p e r

Binding_Perfect binding

tool_Laser cutter

m at e r i a l s _ Fa u x l e a t h e r, r i b b o n

91


c olor s of Fl a me nc o — bl a c k a n d r e d .

a b o ok a b o u t t he f ie r y S p a n i s h d a nc e , Fl a me nc o . It e x pl a i n s t he h i s t or y

a n d fe e l of t he s u b c u lt u r e y o u c ho s e . P e r s p e c t i v e L a V id a Fl a me nc a i s

f i n d i n g s w i t h e f fe c t i v e s y s t e m of c om mu n ic a t ion t h a t c on v e y s t he lo ok

t i nc t i v e fe a t u r e t h i s s u b c u lt u r e h a s . D e s i g n a b o ok t h a t g a t he r s y o u r

a n d pr e s e nt s t he Fl a me nc o s c e ne

i n t he S a n F r a nc i s c o B a y A r e a . The d e s i g n l a n g u a g e u s e s t he s i g n a t u r e

of t h i s s u b c u lt u r e , t a k e s a lo ok a t t he s t e p s a n d s t y le s of t he d a nc e i t s e l f, e x h i bit s Fl a me nc o f a s h ion ,

C ho o s e a s u b c u lt u r e t h a t c a n b e fo u n d t h r i v i n g i n t he S a n

i t s , e v e nt s , b e h a v ior, p o s s i ble h ie r a r c hy, d r e s s c o d e a n d a n y o t he r d i s -

Brief

F r a nc i s c o B a y A r e a a n d i m me r s e y o u r s e l f i nt o i t . I nv e s t i g a t e t he h a b -

Passion is graceful. { and vice versa }

Deliverables_


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

92

|

02.

93


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

94

|

02.

95


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

96

|

02.

97


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.

98

|

02.

99


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

00

|

02.1

01


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

02

|

02.1

03


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2011

semester_ La vida flamenca

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

04

|

02.1

05


Photo: Dreamstime


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

70 07

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

06

|

02.1

t i t l e _ T h e K a l e v a l a J e w e l r y — D e s i g n , Tr e n d , C l a s s i c

C at e g o r y _ P r i n t & We b

I n s t r uc t o r _ E s z t e r C l a r k

S e m e st e r _ Fa l l 2 01 2

C l a ss _ P r i n t 2 & 3

Colors_

Pa p e r _ N e e n a h , M oa b

07

Binding_Japanese stab binding, tortoise shell stiching

to o l _Foil stamping machine

m at e r i a l s _ G o l d e n t h r e a d , g o l d l e a f


t ion a n d t he old e s t t he me s (t he or i g i n of E a r t h) h a v e b e e n i nt e r pr e t e d t o h a v e t he i r r o o t s i n d i s t a nt , u n r e c or d e d h i s t or y a n d c o u ld b e a s old a s 3 , 0 0 0 y e a r s . My d e s i g n s c om bi ne a nc ie nt a n d mo d e r n . The v i s u a l l a n g u a g e p or t r a y s m y s t ic a l c r e a t u r e s a n d b e c om i n g one w it h t he n a t u r e

p a n y. Tr y t o c a p t u r e t he e s s e nc e of t he s o u l of t he br a n d . R e - br a n d

e le me nt s i f ne e d e d i n or d e r t o c onv e y t he c onc e p t y o u h a v e c ho s e n .

I c ho s e The K a le v a l a Je w e l r y, a F i n n i s h j e w e l r y br a n d

p a g a n g r a v e s of t he F i n n i s h a nc e s t or s . The K a le v a l a i s t he n a t ion a l

w ho s e d e s i g n s a r e s t r on g l y i n s pi r e d b y a nc ie nt j e w e l r y fo u n d i n t he

Perspective

w he r e t he mo s t of t he old F i n n i s h p a g a n g o d s c a me f r om .

e pic of F i n l a n d . The p o e m s i n The K a le v a l a w e r e i n it i a l l y or a l t r a d i-

P ic k a c omp a ny— a ny c omp a n y i n t he w orld . C r e a t e a s e t of m a r-

Brief

k e t i n g c ol l a t e r a l w i t h ne w a n d i mpr o v e d v i s u a l d e s i g n for t h i s c om -

Today is ancient. { and vice versa }

Deliverables_


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

08

|

02.1

09


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

10

|

02.1

11


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

12

|

02.1

13


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

14

|

02.1

15


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

16

|

02.1

17


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

18

|

02.1

19


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

20

|

02.1

21


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

22

|

02.1

23


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

24

|

02.1

25


Underneath a gauzy netting, Set her on the downy pillows In the silken bridal bed. T h e K a l e v a l a | ru n e i v :39 0 –4 61

All the waters in the blue-sea Shall be blood of Aino’s body. All the fish that swim these waters Shall be Aino’s flesh forever. T h e K a l e v a l a | ru n e i v :39 0 –4 61


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

26

|

02.1

27


aino horsma

designer_ vice versa

mfa portfolio_ Fa ll 2012

semester_ T h e K a le va l a J e w elry

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

28

|

02.1

29


Photo: Dreamstime


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

8008

project_ 02 01

03

04

05

06

07

08

09

10

title_Girl Scouts of America

C at e g o r y _ B r a n d i n g

I n s t r uc t o r _ H u n t e r W i m m e r

Semester_Spring 2012

C l a ss _ N a t u r e o f I d e n t i t y

Colors_

Pa p e r _ M oa b Rag B r i g ht 3 0 0

Binding_Spiral Binding

tool_Hole puncher

m at e r i a l s _ P r i n t a b l e b o o k c l o t h

p_

02.1

30

|

02.1

31


c ho s e G i rl S c o u t s of A me r ic a . I n t he b e g i n n i n g of t he i r h i s t or y, G S A w a s a pr o g r e s s i v e or g a n i z a t ion t h a t t a u g ht g i rl s s k i l l s t h a t w e r e t r a d i t ion a l l y c on s id e r e d t o b e me n’s s k i l l s , s u c h a s hu nt i n g or hor s e m a n s h ip . To d a y G i rl s S c o u t s h a v e lo s t t he i r pr o g r e s s i v e e d g e a n d c ome o u t a s one of t he mor e c on s e r v a t i v e c l u b s t he r e a r e for g i rl s . I b e l ie v e t he y h a v e mor e p o t e nt i a l i n he lpi n g t o br i n g u p a w hole ne w g e ne r a t ion of s m a r t , a s s e r t i v e a n d br a v e y o u n g w ome n .

Ta k e a d e a d , d y i n g or d e f u nc t br a n d a n d br i n g i t b a c k t o l i fe

br a n d i s a b o u t , w h a t i s t he c or e of i t a n d ho w i t w a s e s t a bl i s he d . F i n d a

ne w a n d i nt e r e s t i n g a n g le f r om t he h i s t or y, a n d d e v e lo p t he ne w br a n d

on t h a t fo u n d a t ion . G o b e y on d t he v i s u a l r e br a n d i n g a n d d e v e lo p pr o d -

u c t s a n d s e r v ic e s t o c a t e r t he ne w br a n d . C ompi le y o u r e s e a r c h a n d t he

ne w lo ok i nt o a c ompr e he n s i v e br a n d g u id e l i ne b o ok . P e r s p e c t i v e I

Brief

b y r e br a n d i n g i t a n d r e d e v e lo pi n g i t ’s c onc e p t s . I nv e s t i g a t e w h a t t h i s

Girls can do anything boys can do { and vice versa }

Deliverables_


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

32

|

02.1

33


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

34

|

02.1

35


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

36

|

02.1

37


girl scouts


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

40

|

02.1

41


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

42

|

02.1

43


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

44

|

02.1

45


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

46

|

02.1

47


aino horsma

designer_ v i c e v e r sa

mfa portfolio_ Fa l l 2 0 1 2

semester_ Girl Scouts of America

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

48

|

02.1

49


Photo: Dreamstime


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2012

semester_ W h at ' s i n i t f o r yo u

title_

9009

project_ 02 01

03

04

05

06

07

08

09

10

t i t l e _ W h a t ' s I n I t F o r Yo u

C at e g o r y _ C a m p a i g n

I n s t r uc t o r _ P h i l H a m l e t t

Semester_Spring 2012

p_

02.1

C l a ss _ G r a p h i c D e s i g n a n d S u s t a i n a b i l i t y

Colors_

Pa p e r _ M oa b Rag B r i g ht 3 0 0

B i n d i n g _ n /a

tool_iPhone

m at e r i a l s _ D i g i t a l

50

|

02.1

51


c on f l ic t e x p a n d s i f w e w i l l no t g e t y o u n g p e o ple t o v o t e . The pr oj e c t a s s u me s t h a t y o u t h w i l l mo s t l y v o t e a c c or d i n g t o t he i r o w n i nt e r e s t s . The r e for e , it i s i mp or t a nt t o j u s t g e t t he m o u t t o v o t e , a n d no t s o mu c h pr e a c h w h a t t o v o t e for. Me d i u m i s t he me s s a g e! The pr oj e c t i s c onc e nt r a t e d on d i g it a l t o ol s , s u c h a s i Phone a p p a n d v i r a l v id e o t o a t t r a c t y o u n g m i n d s . Ho w e v e r, t r a d it ion a l pr i nt e d me t ho d s h a v e no t b e e n forg o t t e n a n d p o s t e r s a n d f l y e r s a r e s u p p or t i n g t he me s s a g e .

E x plor e t he c onc e p t of s u s t a i n a bi l i t y. W h a t d o e s i t me a n a n d

i n d u s t r y a n d i n v e s t i g a t e ho w y o u c a n i nt r o d u c e pr i nc iple s of s u s t a i n -

a bi l i t y t o i t b y u s i n g me a n s of g r a ph ic d e s i g n . The s c o p e of d e l i v e r a ble s

i s f r e e , d e s i g n w h a t e v e r y o u fe e l w i l l b e s t c om mu n ic a t e y o u r me s -

s a g e . P e r s p e c t i v e W h a t ’s I n It For Yo u i s a “g e t o u t t he v o t e” pr oj e c t

d e s i g ne d t o i nc r e a s e t he y o u t h v o t e . The c or e id e a i s t h a t g e ne r a t ion a l

Brief

ho w d o e s i t a f fe c t o u r l i v e s or p o s s i bl y o u r f u t u r e . C ho o s e a n d a r e a of

You change the society. { and vice versa }

Deliverables_


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2012

semester_ W h at ' s i n i t f o r yo u

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

52

|

02.1

53


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2012

semester_ W h at ' s i n i t f o r yo u

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

54

|

02.1

55


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2012

semester_ W h at ' s i n i t f o r yo u

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

56

|

02.1

57


aino horsma

designer_ vice versa

mfa portfolio_ Spring 2012

semester_ W h at ' s i n i t f o r yo u

title_

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

58

|

02.1

59


“The most common way people give up their power is by thinking they don’t have any.” —Alice Walker, Author


a i n o h o r s ma

designer_ vice versa

mfa portfolio_ Sp r i n g 2 0 1 3

semester_ M F A T h e s i s , P r o j e c t X X e pt i o n a l

title_

Thesis

{ Master of fine arts }

project_ 02 01

03

04

05

06

07

08

09

10

p_

02.1

64

|

02.1

65


Photo: Dreamstime


a i n o h o r s ma

designer_ vice versa

mfa portfolio_ Sp r i n g 2 0 1 3

semester_ M F A T h e s i s , P r o j e c t X X e pt i o n a l

title_

01 10

project_ 02 01

03

04

05

06

07

08

09

10

t i t l e_Project XXeptional

C at e g o r y _ B r a n d i n g

p_

02.1

66

|

Advisors_Michele Ronson, Carolina Di Bartolo

Semester_Spring 2012

project_Graduate Thesis

Colors_

Pa p e r _ Re d R i ve r M atte 3 2 l b

Binding_Exposed spine binding

t o o l _ R e c o r d e r, i P h o n e

m at e r i a l s _ D i g i t a l

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id e nt i f y t he m s e l v e s a s t he pr i m a r y s ho p p e r s for t he i r ho u s e hold s a n d w ome n a c c o u nt for 8 5 % of a l l c on s u me r p u r c h a s e s . X X i s a c a u s e r e l a t e d m a rk e t i n g br a n d t h a t w i l l e n a ble w ome n t o s h i f t t he fo c u s of t he i r p o w e r f r om p u r s e s t o p ol l s . X X of fe r s t o ol s t o s t a y on t o p of p ol it ic a l e v e nt s a n d a c om mu n it y of p ol it ic a l p a r t ic ip a t ion a n d a c t i v it y. B y c ol l a b or a t i n g w it h br a n d s X X w i l l pr o v id e w ome n a c h a nc e t o i n v e s t i n pr o d u c t s a n d s e r v ic e s t h a t p a r t ic ip a t e i n c h a n g i n g t he h i s t or y.

The 1 1 3 t h C on g r e s s of t he Un i t e d S t a t e s of A me r ic a h a s on l y

h i s t or y. Ho w e v e r, t he c on g r e s s i s c omp o s e d of 5 3 5 v o t i n g me m b e r s: 10 0

s e n a t or s a n d 4 3 5 r e pr e s e nt a t i v e s . He nc e , w ome n hold on l y 18 . 1 % of t he

s e a t s i n t he 1 1 3 t h U S C on g r e s s: 17.7 % of t he Ho u s e of R e pr e s e nt a t i v e s

a n d 2 0 . 0 % of t he S e n a t e . S o l u t i o n Wome n m a y l a c k p ol i t ic a l p o w e r

b u t t he y h a v e c on s id e r a ble a mo u nt of p u r c h a s i n g p o w e r. 7 5 % of w ome n

Problem

9 7 fe m a le me m b e r s , i nc lu d i n g 2 0 fe m a le s e n a t or s , mo s t e v e r i n t he U S

We thrive from equality. { and vice versa }

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"A dream doesn't become reality through magic; it takes sweat, determination and hard work." —Colin Powell


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M FA P o r tfol i o b y Ai n o H o rs m a

Academy of Art University 79 New Montogmer y Street Fifth Floor San Francisco, California 94105 USA

Deparment Chair Mary Scott Deparment Director Phil Hamlett Associate Deparment Director Hunter Wimmer Photography Aino Horsma , Sanna Nyk채nen, Dreamstime Printing Giant Horse Printing B i n d i n g T h e Key P r i n t i n g & B i n d i n g P a p e r F i n c h F i n e I D 1 0 0 # Te x t Ty p e f a c e s N e u e H a a s G r o t e s k , H a r r i e t Software Adobe CS6 Master Collection


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Vice Versa, MFA Portfolio  

MFA portfolio of Aino Horsma.