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Identity print photography

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Christopher McMachen Graphic Designer

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contents

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Statement

gallery prints

Band Posters

Beedees

Layering Type

01

02

04

06

08

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10 Screwed up

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12

14

audubon

Original type

16 Vilano

18 NORML

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statement

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01

People think that design is styling. Design is not style. It’s not about giving shape to the shell and not giving a damn about the guts. Good design is a renaissance attitude that combines technology, cognitive science, human need, and beauty to produce something that the world didn’t know it was missing. Paola Antenelli

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02

I began this series of gallery posters with the intention of creating an interesting background texture combined with a vibrant color palette. The combination of the bright backgrounds and contrasting images garners the attention of most viewers, especially the target audience, teens through mid-twenty year olds. The use of ribbon typeface allows the colored background to bleed through slightly creating a nice gradient effect on the type.

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03 Gallery prints

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04 band posters

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05

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Band posters are a ubiquitous part of design. Everyone has a friend of a friend who is in a band and needs to spread the word about upcoming shows. After deciding on several of my favorite artists I considered their genre, electronic dance music, and then focused on my past experiences of attending these type of shows. I focused first on the use of negative space in creating the logos for the band and secondly on the CMYK color palette and repeat patterns.

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06

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07 beedees Cigarettes

Branding is an integral part of any new product trying to gain a foothold in an established market. Beedees logo, package design, and web page were all designed to create an understated yet interesting look and feel that doesn’t call too much attention. Perfect for the target audience, American Spirit smokers, who want a quality product without all the fanfare of more mainstream brands.

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08 layering type

Clutch is a triptych poster series that was created in order to explore the creative possibilities afforded by layering numerous different typefaces on top of one another. This project uses over seven different typefaces to create a very striking final piece. The use of color, pattern, and opacity in numerous layers to arrive at a cohesive result from a chaotic mix-mash of typefaces was especially rewarding to see throughout this piece.

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09

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10

Screwed up combines my love of typography with my construction background. This project also allowed me to take advantage of the skills I have using power tools. One of the most interesting aspects of this series is the “stroke weight� in All Screwed Up, which comes in and out to mimic the effect of natural handwriting. All Screwed Up contains approximately 578 wood screws, while LINXSTERS has 853.

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11 screwed up

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12 audubon

Re-designing a magazine that is already selling well can be one of the most challenging issues designers face. How do you create a fresh new experience while also retaining the heritage your brand and its audience expect? I began the re-design with the masthead. Futura was used in the final version due to its appearance of efficiency and forwardness. Memphis LT STD was chosen for the sub-heads and body copy because it draws heavily on the design of Futura, and is often described as “Futura with serifs�.

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13

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Designing a complete typeface from scratch is no task for the feint at heart. The design process began with a product; Afta after shave which needed a proprietary typeface design. After considering the characteristics that men look for in the entire shave experience I began drawing. The intent of the design is to convey the sharp blade cartridges of a razor while also reminding customers of the fresh airy feeling of applying Afta after shave, through its wide open bowls and tall x-height.

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15 original typeface

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16 vilano bikes

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17

The Vilano logo was changed in order to create a more modern and clean logotype. TPF Quackery font was used and modified on the baseline of all letters in the logo. For the sub-heads ITC Stoned Sans Medium was used to convey the simple and affordable qualities of the brand. The illustrated imagery combined with the bicycles was created in order to have an optical illusion effect that would make the target audience take notice of the ads. White and black is used throughout the campaign to focus on the low costs of overhead and printing which is essential for vilano to maintain its price point.

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The major focus of this campaign is of course to spread the factual data that we have acquired. To grab peoples attention to the facts a bold and serious sans-serif font (Century Gothic) was selected for the headings and subheadings. To allow easier reasoning and a contrasting calm tone the body copy is in Cambria. All of the imagery used in this campaign is eye grabbing and impactful just like the headlines.

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19 Norml campaign

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