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2010

And we’re back at it once again.

I can’t believe this is my third official newsletter! How time flies when you’re having fun! And I truly am. I hope this method of updating you all is efficient and enjoyable. There’s not much new in my personal life, but a lot in store for the academic life and I’m excited to share. It’s been a great semester! I celebrated my 22nd birthday, got three pieces of my work displayed in the showcase in the Graphic Design building and got my bike seat stolen. Life, as always, is never dull. So buckle up tight, get ready for the ride and here we go!

I celebrated my 22nd birthday, got three pieces of my work displayed in the showcase in the Graphic Design building and got my bike seat stolen. It’s true. Get in contact: TO THE LEFT The photograph taken for a magazine article that will be featured in GD USA for the January/ February edition. Photographer: Dennis Burnett, SCAD

412 W. Park Ave., Apt A Savannah, GA 31401 GaffneyAshley@gmail.com Dates in Denver, CO: December 14, 2010-January 3, 2011


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2010

Fall quarter classes School this quarter started off very rocky. In the beginning, I was having a In addition to the two Type 1 project which were displayed in the showcase, my History of Graphic Design teacher also hard time with the teacher of my Type 1 class and although I tried not to let it selected my “Undez” project for the showcase! She also submitted it to the department as one of three best pieces of discourage me, it did. Even more so because this is the second time I’ve taken work from all her classes for the quarter. T’was awesome. Not only because my work got selected, but because part a class with this teacher. He’s from Venezuela so there’s a language barrier and of the reason I transferred to SCAD was because I wanted my work to have purpose and I wanted to create with a when he gives feedback or looks at my work I can never understand why my conscious direction, versus innately producing things people liked. With my “Undez” project, I felt that I had achieved compositions are or are not successful, and he always just tells me to change that goal. There was so much thought and process that went into every single aspects from creating the idea to the things, instead of working with the concept I’m trying to represent. I don’t know prototypes to revisions, and I believe that the final product was a solid idea that had targets it was set to hit, and it what happened between the first project and the last two, but there was a nailed them successfully. I growing and learning so much about life, and design in life, and design on it’s own… it tremendous turn around. He loved my last two projects, so much so he put them blows me away. I’m continually consumed by this influential field that I have chosen to study and I love it. in the display case in Poetter, and I felt very successful in the end. My other two “I learned a lot in my history class, classes were GREAT though- History from the story of moveable type to of Graphic Design and College Math online. I learned a lot in my history the evolution of this field known class, from the story of moveable type as ‘graphic design’. Acquiring the to the evolution of this field known as knowledge I have about the field I “graphic design.” It’s truly phenomenal and I’d love to discuss it with anyone, work in has made me appreciate at any time. Acquiring the knowledge and understand it so much more.” I now have learned about the field I work in has made me appreciate and understand it so much more.

WHAT’S NEW?


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2010 22nd birthday celebration

Bike seat today, gone tomorrow

Ashley Gaffney, Student Ambassador

My birthday always falls on a weekday the week before finals so I never do anything elaborate. Last year was just karaoke, and this year it was filled with great food and friends. My roommate, Andrea, treated me to an exquisite dinner at Bonefish Grill. We started off with the ‘Bang Bang Shrimp’ appetizer, Andrea got the ‘Baja Fish Tacos’ and I ordered the ‘Mahi Mahi with Lobster’. For dessert we shared a ‘Coconut Rum Custard’ and it was so delicious!

So the story goes a little somethin’ like this: Someone stole it and I’m currently not minding walking everywhere.

In October I applied and interviewed for a position as a Student Ambassador of SCAD. As an ambassador, I am the student face of SCAD for perspective students who are inquiring about attending my AWESOME school. Every quarter I have to sign up for 3 events, which connect me with perspective students. Some of these events are “lunch buddies,” “Hometown Heroes,” “Facebook,” and allowing students to shadow one of your classes. I was selected along with around 20 other students and we train at the beginning of the winter quarter in January. In addition to assisting perspective students through the mentioned avenues, we also give bus tours and help to maintain “SCAD Days,” which are one-day events where all the buildings on campus are open to the public and they can use the SCAD buses to see Savannah and get around to the buildings. It’s not a paid position, but I didn’t seek this opportunity because I needed an additional income. I’m very excited to be giving back to this institution, which has given many opportunities to me.

My boyfriend also flew in for the celebration and the following night we went out to eat with Andrea, Jayme, Kevin and some other friends. In addition, I got great singing cards from all the siblings and sentimental ones from G-Ma and my parents. It was simple and fun and thanks to everyone who celebrated with me! Thank you everyone for all the birthday wishes!

PROS • • • •

My hair doesn’t get messed up as I bike in the opposing direction of the wind I sweat half as much Since I’m walking, if someone tried to attack me, I’m balanced on two feet and can readily kick in defense I won’t get hit as easily by a car

CONS •

I can’t ride my bike, Missy

Nevertheless, I am working on getting a new seat and that is the end of story.

WHAT ELSE IS NEW?


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2010 Workstudy at the good ol’ library!

Shining star moments are here

I am still working at the library, not as a librarian, but as a computer assistant. Yes, it is the same job I had at Wheaton minus two-thirds of the responsibilities. The only thing I do is walk the library and refill the printers with paper, and answer questions like, “How do I print?” I am truly getting paid to do my homework, and it is the best student job I think I will ever have. Plus, the other students I work with are great!

A few weeks ago I got an email the chair of the graphic design department, Mr. John Waters (who is an intriguing individual everyone should get to know). He informed me that Graphic Design USA Magazine was planning to feature SCAD in their January/February edition and they wanted to highlight a couple of the departments stellar students, thus I had been selected to represent the SCAD Graphic Design department. I was so shocked and honored and surprised and simultaneously wondered if he had sent the email to the wrong Ashley. It truly was an amazing opportunity and experience-I had to answer some biographical questions and I even got to participate in a photo shoot (which is the picture on the first page of the newsletter). Here were some of the questions:

In other news • • •

I got straight A’s this quarter! Recently, I have been addicted to WEEDS! Some of you will be happy to know my other obsession of buying things online has not changed! I just bought a down comforter! On sale, of course. I was asked to be the VP for a graphic design club here on campus, The Union.

WHAT ELSE IS NEW?

STUDENT BIO I grew up in Aurora, Colorado but was born in New Jersey. This is my 2nd year at SCAD where I am a Student Ambassador, Vice President of “The Union” a graphic design club and a member of AIGA SCAD and hold a workstudy position at the library on campus. WHAT MADE YOU DECIDE TO GO TO DESIGN SCHOOL? I was serious about my passion for graphic design and further understanding the change it can create within a society. I wanted to be in an environment that cultivated my desire to understand the field, practice and principles of graphic design and I wanted to be somewhere where my teachers were teaching from experience and could offer that knowledge from the field to me as a student. HAS IT BEEN A POSITIVE EXPERIENCE? HOW SO? Granted, I’m only 22, but coming to SCAD has been the best decision of my life! During my time

here, I’ve been able to further expand on the knowledge acquired through class projects, as well as leadership and professionalism outside the class. The practice of process and conceptual thinking was directly applicable during my Summer internship at Qwest Communications where I developed iconography, redesigned an internal website and developed the creative collateral for a national campaign. What I’m learning from my teachers and peers is directly connected to the world in which I will enter, and I’m so excited! WHO IS YOUR DESIGN HERO? Elaine Lustig Cohen FAVORITE COLOR? Royal Purple FAVORITE TYPEFACE? Display: Babenhausen, Text face: Filosofia FAVORITE TV SHOWS? CSI Miami FAVORITE BOOKS? The Very Hungry Caterpillar & East of Eden FAVORITE MOVIES? Sister Act I & II FAVORITE MUSIC? Anything from classical to reggaton, with the exception of country FAVORITE FINE ARTIST? Wassily Kandinsky FAVORITE GADGET? My 5-port USB rainbow caterpillar BOOKMARKED WEBSITES? thecoolhunter.co.uk, ted.com, smashingmagazine. com, bigthink.com,designarchives.aiga.org and of course, GDUSA.com! When the magazine is released I’ll let you all know. Since it is a $20 magazine without subscription I can’t send you all a copy, but I’ll let you know what page I’m on so you can flip through it in Barnes and Nobles to find me, and then put it back on the shelf.


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2010

ASSIGNMENT For the second Type 1 project we had to design a set of 52 playing cards based off of one typeface. CONCEPT My original inspiration came from a town called La Boca in Argentina. This town, which means ‘the mouth’, was built at the mouth of the river and harbored Italian immigrants in the 19th century. As immigrants, they had to rely on old metals and leftover paints from the ships that came in from the sea to import items. Because of this, the city resembles the exact opposite of our modern day, coveted neighborhood, displaying houses made from corrugated metals and found items which range in colors from magenta to sherbet green to golden yellow. In combination with the Hispanic history, I selected the typeface ‘Ibarra’ which is a traditional Hispanic serif typeface, and was used in the first printed edition of Don Quijote. While experimenting with the letterforms of the typeface, I found that the ‘y’ was a slightly ornamental form that could be replicated to produce decorative patterns. Thus, all the designs on the cards are made from connected or intertwined ‘y’s’. The colors chosen for the cards were directly selected from images of La Boca and the cards themselves embody the Italian/Hispanic fusion that was born in the town of La Boca.

TYPOGRAPHIC PLAYING CARDS


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2010

ASSIGNMENT For the last Type 1 project we had to design a 2-article magazine with a table of contents and a front and back cover. TARGET AUDIENCE The market for consumers of this magazine would be typographers or designers who enjoy wine. More specifically, analyzing wine labels for beautiful typography or finding samples of elegant type in uncommon places. All the photography in the magazine was done my me, and I’d like to thank Leoci’s, The Forsyth Mansion and Johnnie Ganem’s Winery and Package Store for their cooperation in allowing me to photograph in their establishments!

TYPOGRAPHIC MAGAZINE


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2010

TYPOGRAPHIC MAGAZINE


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2010

TYPOGRAPHIC MAGAZINE


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2010

TYPOGRAPHIC MAGAZINE


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2010

TYPOGRAPHIC MAGAZINE


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2010

TYPOGRAPHIC MAGAZINE


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2010

ASSIGNMENT For the final project in my History of Graphic Design class we were asked to select a variety of designers or movements and apply their style to a particular item. I decided to create a non-existing brand of women’s under that could be an in-house brand for Target. Hypothetically, this Target brand, ‘Undez’ would collaborate with AIGA, the American Institute of Graphic Artists, to promote female designers in the industry. Each designer was matched to a personality, which also spoke to the style of the packaging. Leela Vignelli was sophisticated, Zuzana Lichko was sexy and Paula Scher was wild. My process started with exploring a subject that I felt would be uninvestigated by my peers, which was boys underwear. However, after a few sketches I realized that the connection between boys underwear and the artistic movements that I wanted to explore was not as strong as I thought it would be. There was disconnect between my interest in boys underwear and the buying experience, thus I decided to change my subject to women’s underwear because it allowed for me to bring in experience and customer knowledge as well as combine the designers I wanted to utilize.

UNDEZ PACKAGING


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2010

CONCEPT The competitive concept behind the packaging of this simple store brand is that it embodies a woman’s “underwear buying experience,” pinpointing the main attractions of it from both a high and low end purchasing level. In total, a woman enjoys the intimate experience she gets with her panties when she buys them at the store. From the texture of the panties to the feeling and weight of the box or bag, these elements were recorded and influenced the design of the packaging. I wanted the packaging to reflect two major points that I felt would persuade and inform the buyer. The first, is the classic phrase, “Look but don’t touch.” The second, creating a system to emotionally empower women mentally, but individually meet their needs and the cut of panties she desires. STRUGGLES One major idea I struggled with was categorizing women and feeling like that with that categorization, it stuck that woman in a box and her personalities couldn’t cross. I also didn’t want to give off the impression that classy women weren’t wild or sexy, and vice versa. However, a solution to that problem would be creating a multi-cut box of panties that speaks to the woman who has a sexy, classy and wild personality. I am very pleased with my final product and although there are improvements that could be made, I feel like I effectively tackled my first experience with packaging and look forward to evolving this idea further down the line in my design career.

UNDEZ PACKAGING


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2010

ASSIGNMENT For my first Type 1 project we had to select a typeface and design a poster that advertised it and gave a brief history about the face.

TYPOGRAPHIC POSTER


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At the library I work with a talented, intelligent and feisty interior designer named BLAIR KAWA. This quarter I was honored when she asked me to collaborate with her on a class project that also doubled as a national competition for the Godiva chocolate company.

concept statement

2010

The Godiva truffle is like an edible jewel.... Small. Precious. Artisan. Unique. A rich gift. From this core idea, my concept focuses on two parts: Form and Experience. In form, my design subtly reflects the classical, edgy, modular character of gems. In experience, I aimed for the luxurious ethos that surrounds the purchase of jewelry. Because the design is based on modular units,

there is the potential for every Godiva store to be its own unique gem. By slightly rearranging the modular wall panels, shelving, refrigerated units, countertop units, or even the laser cut pattern of the ceiling, one unique design can be changed into another. Facets and modularity can appear very modern. This is not the aesthetic of Godiva or the character of jewels. In response to this, I applied the translucence of gems to the classical image of baroque molding.

The combindation of fashion forward facets and classical/traditional elements creates an environment that appeals to a broad demographic. Because of the rich attention to detail inside, a refined façade is appropriate. The dark frame around an ambient abstraction of facets, with an arched doorway are a subtle, alluring introduction to the feast of details within.

ASSIGNMENT To design a boutique space that could be individually customized and function as a chocolatier.

GODIVA BOUTIQUE PROJECT

The following presentation is copyrighted material produced by Blair Kawa. Š2010.


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Facade Elevation Scale: 1/4” = 1’

Color Code Key

Universal Ceramic Tiles White Pearl

3Form Connexion - “Pure”

LEED points possible with this material which contains 100% recycled content.

Covering the underside surface of the three foot tunnel entrance.

Abstraction of Facet Angles

GODIVA BOUTIQUE PROJECT

floor plan

CONCEPT To create a space that made the purchase of chocolate reflect the luxurious ethos that surrounds the purchase of jewelry. In form her design was classical, edgy, and contained modular shelving that enabled every Godiva store to be its own unique gem.

LEED points. Recycled Glass Flooring. From Coverings, Etc.

To get the full effect, this panel is back-lit against a white wall.

N

Floor Plan: Scale 3/16” = 1’

3Form 100% - Carbon

Cafe Seating Cafe & Theater Area Cash Wrap On Each Side Drinks To Go Free-Standing Shelving

Zoning Diagram (NTS)

Materials

Built-In Shelving

Flooring: Bio-Glass Details

front elevation

2010

The following presentation is copyrighted material produced by Blair Kawa. ©2010.


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Metamorphosis

Lamin-Art

By Philippe Starck

By Alaine Villes

#4003-A “Silver Glint”

GODIVA BOUTIQUE PROJECT

Modular Furniture Scale: 3/8” = 1’

top view

Ice Stone - White Pearl front

Counter Tops - LEED Points

side

back

front

top view

Refridgerated Cases Scale: 3/8” = 1’

Victoria’s Ghost

furniture & fixtures

Materials

Lateral Elevation Scale: 1/4” = 1’

top view

Details

interior elevation (A)

2010

side

front

back

The following presentation is copyrighted material produced by Blair Kawa. ©2010.


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With the facets of a jewel but the subtlety of chocolate.

I wish Blair could walk you through her entire process because her idea is conceptually solid and unmatched by her peers, while also being compositionally intriguing. It was truly an honor to be a part of the process with her. We haven’t heard back from the competition yet, but I will keep you all updated!

GODIVA BOUTIQUE PROJECT

symbol key

Modular Wall Application

Cool Gold finish. Smooth Matt.

N

RCP: Scale 3/8” = 1’

Powder Coated Aluminum

reflected ceiling plan

Longitude Elevation Scale: 1/4” = 1’ Materials

interior elevation (B)

2010

fiber optic cables central fixture

Phillips LED spotlights behind ceiling panels

The following presentation is copyrighted material produced by Blair Kawa. ©2010.


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2010

MY PART I was privileged to walk through the process with Blair, understanding the space and then using that information to create signage and packaging products that complemented the feel and idea of the space. From the abstract lace pattern Blair incorporated into the overhanging ceiling panel (previous image), I developed shelving labels, stickers, bags and a package design.

GODIVA BOUTIQUE PROJECT

Godiva

Beligan Lace (Brussels)

Cafe & Theater

graphic design

Jewels and Facets

inspiration

Classic Elegance

Drinks to go

Caramel Truffles

Dark Chocolate Truffle Gems

Signage

Modular shelving labels

Bags

Stickers

Package design

The following presentation is copyrighted material produced by Ashley Gaffney and Blair Kawa. ©2010.


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2010

As a gift for a friend who just had her baby shower I designed and produced these thank you cards for her to give to her guests. I figured it was more practical then another onesie for the baby. After all, babies outgrow clothes, but thanks is never forgotten. ABOVE The front sides of the cards RIGHT Backside FAR RIGHT Inside flap

BABY SHOWER THANK YOU CARDS


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2010

In the kitchen

ABOVE Homemade fries and jalepeño poppers (made with jalepeños from my professor, Jason Fox’s garden) TO THE RIGHT Tabouleh and a chicken salad with peppers from Flo’s garden (Flo is the amazing graphic design executive admin/Mom/ actress/unofficial counselor!

FOOD FOOD FOOD


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2010

Well, that’s the latest, folks. UNTIL NEXT TIME, MAYBE

If you no longer want to receive this newsletter, I promise I won’t be offended. Just send me an email me and I will remove you.

the

END


Fall 2010 Newsletter  

There’s not much new in my personal life, but a lot in store for the academic life and I’m excited to share. It’s been a great semester! I c...

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