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M O U N T TAM ALPAI S, C ALI F O R N I A


INTO THE WILDERNESS SELECTED WORKS BY CECILIA HEDIN, 2009 - 2013


M AMMA & PAPPA


FOR THE LOVE OF TREES

As a native of the Northern Hemisphere, I spent a lot of time in the Swedish forest growing up. Picking lingonberries, making bark boats, counting woodpeckers, building tree houses. I have always been fascinated by animals and nature, but it was not until later in life I learned to really appreciate the world beyond the concrete jungle. I have a hard time relaxing. I am definitely not one to be considered as a couch potato nor am I one for classic literature. I’d much rather draw a moose while listening to music or my favorite movie in the background. Multitasking keeps me tame. All my interests tend to become hobbies, and boy, do I have many. May it be knitting, snowboarding, or running, they all seem to connect me to the outdoors. It is the place I feel most inspired and where I can relax, among the trees. My work is a small piece of me, influenced by my surroundings and the things I love. Welcome to my wilderness.


MOUNT TAMALPAIS STATE PARK, CALIFORNIA


CECILIA HEDIN

INTO THE WILDERNESS


TABLE OF CONTENTS

HOW TO AVOID GET TING LOST

LET TH E H UNT BEG I N 16 PRINT / B RAN D ING

BETWEEN TH E DEVI L AND TH E DEEP BLUE S EA

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PACKAG ING

MADE I N K ÄT TI LS TOR P, S WEDEN 4 4 PRINT

G OLD, LI G H T AS A F EATH ER 62 IDEN T IT Y / B RAN D ING

F EEL BET TER, NATUR ALLY 76 PACKAG ING

ALF R ED PEET’S NEW S UI T 92 IDEN T IT Y / B RAN D ING

I N A H OUS E OF F OR EVER AF TER

10 8

PRINT

AN APOCALYPTI C G AME OF CH ESS

13 0

PACKAG ING

H I G H TOPS - TH E ALTER EG O MIS CELL AN EO U S

14 4


IMPAL A, SERENGETI NATIONAL PARK, TANZANIA


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HUNT & HERITAGE

LET THE HUNT BEGIN

I am fascinated by the English heritage and novelty, and although I prefer jeans and sneakers, I love the idea of hunting by horse in classy clothing. When we got the brief “create an event, it can be whatever you want�, I chose to make an English fox hunt. I wanted to make the traditional hunt something cool and modern. Since the English Hunting Act came into force in 2004, there has been a big controversy about fox hunting. Yet, there is one legal hunt every year, the annual Boxing Day Hunt. Instead of letting the tradition fade away, I wanted to pass along the heritage and all the attributes that comes with it. I saw this project as a good chance to develop my hand skills, so I drew all the elements of the hunt, and had them tell the story of the historical hunt at the imaginery Millman Meadows.

NICOLE FLORES

PRINT DESIGN 1

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HUNT & HERITAGE


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HUNT & HERITAGE


SVARTESKÄR, KAT TEGAT T SEA, SWEDEN


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BETWEEN THE DEVIL AND THE DEEP BLUE SEA

Rhum agricole is an exclusive rum that is distilled on the French island of Martinique in the Carribean Sea. Compared to normal rum, rhum agricole is made out of freshly squeezed sugar cane juice, rather then from molasses. When creating the new liquor brand, Fourteen Sixtyone, I was inspired by the old ocean fare and vintage maps (read pirates). The island of Martinique has the geographic cordinates 14째40 n 61째00w, hence the chosen brand name.

CHRISTINE GEORGE

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MARTINIQUE 14째40 N 61째00 W


PROJECT SUSTAINABLE MINDS

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CATEGORY PRINT / BRANDING B I L LY.

I N S T R U C TO R A R I E L G R AY

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FOURTEEN SIXTYONE


FALU RÖDFÄRG, VANSBRO, SWEDEN


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B I L LY

M A D E I N K ÄT T I L S T O R P, S W E D E N

IKEA’s Billy is the most sold bookcase in the world. It is produced at the Gyllensvaan Furniture Factory, located on the Swedish countryside in the small village of Kättilstorp. In the neverending register of IKEA suppliers, Billy has production number one. Every week 70 000 Billys are born. Think about that number for a second, and then keep in mind Kättilstorp has 250 inhabitants. About 200 of them work in the furniture factory. With this promotional IKEA catalogue, I wanted to tell the story about Billy the bookcase, and the father of Billy, the creator of the case (who’s actual name is Gillis Lundgren). My friend Cecilia Magnusson had her dear grandpa photographed as father Billy, and I created still life photographs complementing the story. It all ended up in a colorful book about his relationship to the bookcase.

ESZTER CLARK

PRINT DESIGN 2

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B I L LY


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B I L LY


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B I L LY


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B I L LY


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B I L LY


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B I L LY


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B I L LY


R YA Å S A R , B O R Å S , S W E D E N


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GOLD, LIGHT AS A FEATHER

Just like the eskimos, the native people of Sweden, the Samis, have over 200 words for snow. Habllek, is one of the them. This particular snow is light as a feather and sparkles as it falls from the sky. Habllek is the white gold every skier dreams about. When I got the oportunity to create a new brand in my first identity class, I wanted to do what I love the most, go down the mountain in pure, fresh powder. Habllek developed into a clean and bright ski brand, with a logomark remeniscent of a sparkling snowflake.

ANDREW CAMBOROIS

IDENTITY 1

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HABLLEK


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HABLLEK


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HABLLEK


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HABLLEK


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HABLLEK


DOGWOOD BERRIES, YOSEMITE VALLEY, CALIFORNIA


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BE BETTER

F E E L B E T T E R , N AT U R A L LY

Be Better was a part of a greater group project where the brief was to reimagine brands for the American pharmacy Walgreens. Since the start in 1901, Walgreens has been the largest drug retailing chain in the country. With Be Better, we wanted to create a serie of natural over-the-counter medicine, a system that is easy to read and structures that makes feeling sick a little easier. Bandage comes on a dispensable roll, remenisent of a roll of tape. And the couch syrup has a dosage cup integrated with the bottle, so you don’t have to drink out of the cap.

MICHAEL OSBORNE

PACKAGE DESIGN 4

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BE BETTER


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BE BETTER


L AS VEGAS DESERT , NEVADA


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ALFRED PEET’S NEW SUIT

Peet’s Coffee is a local brewery that started it’s first coffee shop in Berkeley, California 1966. The store grew quickly and soon they began to provide the newly started Starbucks Coffee with their dark roasted beans, and the rest is history. The first coffee shop on Vine Street in Berkeley became the spot were loyal coffee connoisseurs went to get their daily cup. The customers eventually got the nickname Peetniks, today that is the name of Peet’s reward club members. With the rebranding of Peet’s Coffee, I wanted to bring back the personalities of the old Peetniks from the 60’s. As a tribute to their classy style, the coffee roasts has therefore been dedicated an illustrated hat, each one with its own distinct personality.

TODD HEDGEPETH

IDENTITY 2

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PEET’S COFFEE


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PEET’S COFFEE


B A S E C A M P, M O U N T K I L I M A N J A R O , TA N Z A N I A


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SUSTAINABLE MINDS

IN A HOUSE OF FOREVER AFTER

“Choose a concept or an issue that interests you and plan a three day conference for the topic”. With those words from my teacher, I planned a conference about sustainable architecture. With today’s growing society and population, it is important that we build long-term solutions to maintain the global ecosystem. Me being an absolute nature nerd, it was with great interest I dug down in documents about building sustainable. Not only do these buildings take good care of themselves in aspects of heating systems and such, but they most often also have an exterior just as complex as the inside.

ARIEL GREY

TYPOGRAPHY 3

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SUSTAINABLE MINDS


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SUSTAINABLE MINDS


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• HEIGHT

240 feet

• SQUARE

410.000 feet

• ARCHITECT

Renzo Piano

• YEAR

2008

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SUSTAINABLE MINDS

CALIFORNIA ACADEMY OF SCIENCE


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SUSTAINABLE MINDS


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HUNT & HERITAGE


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SUSTAINABLE MINDS


S H I R A C A M P, M O U N T K I L I M A N J A R O , TA N Z A N I A


CECILIA HEDIN

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A N A P O C A LY P T I C G A M E O F C H E S S

I don’t usually play games on my smartphone. None at all actually, but with one exception. 2 years ago I was obsessed with the simple but cute game Plants Vs. Zombies. The idea was simple; grow garden flowers that protect the house entrance from hordes of attacking zombies. It might sound silly, and it sure was. Yet, I was hooked! When we had to create a board game in Package Design 2, I made the characters in the iPhone game come alive in an apocalytic game of chess. The entire game is handmade! I crocheted the zombies, and the plants are made out of paper yarn. When the two teams are not fighting out a bloody battle on the turf board, the zombies sleep inside the coffin surrounded by flowers in terracotta pots.

CHRISTINE GEORGE

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PLANTS & ZOMBIES


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PLANTS & ZOMBIES


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PLANTS & ZOMBIES


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PLANTS & ZOMBIES


CECILIA HEDIN, L AKE TAHOE, CALIFORNIA


CECILIA HEDIN

INTO THE WILDERNESS

HIGH TOPS - THE ALTEREGO

Sometimes school is just not enough. I enjoy being busy, I create better work when I have a lot on my plate. So whenever there is a gap in my schedule, I either go to the woods, bind a book, or I draw. Animals, mostly. I wanted to call my shop something, cause I started a shop, an Etsy shop. High Tops seemed to be a fitting name. Not only cause I have a ridiculous collection of high tops sneakers, but also because I’m amazed by high tree tops. And high mountain tops. So High Tops has become my alterego, and I kind of like it. I like it so much I had to create a set of patches, cause I love patches, too.

SELF PROMOTION

HIGH TOPS

A LWAY S

CATEGORY

BRAND

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HIGH TOPS


HAWK HILL, OVERLOOKING MOUNT TAMALPAIS, CALIFORNIA


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THANK YOU

THANK YOU

MAMMA & PAPPA. MADELENE & CAR L. KI NG AR TH UR & TH E R ALPH.

OFFICE. J ASON SCHULTE. DOMINIQUE MAO. MOUNT TAMALPAIS. B L AC K PE A R L. PAM & RICK. J ACOB SEMPLER. SAMANTHA SZAKOLCZAY. NADIA IZ A Z I. C A S S IA T H E . J ULIA FL A J NIK. EMILY BROCK. BRIAN ZOBEL. DAVE ALLEN. J OHAN N A L A S KE Y. J ENNIE ERICSSON. CECILIA MAGNUSSON. TUFFJ OCKE J OHANSSO N.

MARY SCOT T. NICOLE FLORES. TODD HEDGEPETH. ANDREW CAMB O U R IS. MARK REYNOLDS. CHRISTINE GEORGE. ESZTER CL ARK. DENNIS P E T E R S O N. ARIEL GREY. ROL AND YOUNG. ANDREW J OHNSSON. MICHAEL OSB O R N E . AMELIA BROADBENT. RENEE D’ARCY. DAVID HAKE. MICHAEL KILGO R E .


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COLOPHON

COLOPHON

DESI G N CECILIA HEDIN WEBSI TE CECILIAHEDIN.COM CL AS S BFA PORTFOLIO I NSTR UCTOR MARY SCOT T S EMESTER SPRING 2 0 1 3 BOOK TI TLE INTO THE WILDERNESS COVER FIBERMARK SKIVERTEXT TEX T S TOCK COUGAR 80 LBS TEXT END S H EETS FABRIANO TIZANO PR I NTER GRAPHIC IMAGERY BI NDER Y THE KEY DI MENSI ONS 8.5” X 1 2 ” T YPEFACES BRANDON GROTESQUE, PL ANTIN PH OTOG R APH Y CECILIA HEDIN CAMER A NIKON D30 0


CECILIA HEDIN

INTO THE WILDERNESS

Copyright Š 2013 All rights reserved. No part of this book may be reproduced, stored in a retrieval or transmitted in any form or by any means, without the written permission of the designer Cecilia Hedin. ACADEMY O F A R T U NIV E RS IT Y School of Graphic Design 79 New Montgomery Street San Francisco, California 94114

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COLOPHON

©


M O U N T TAM ALPAI S, C ALI F O R N I A


M O U N T TAM ALPAI S, C ALI F O R N I A


CECILIA HEDIN

INTO THE WILDERNESS

16

Into The Wilderness  

Selected Works by Cecilia Hedin, 2009-2013

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