HAYES BUCHANAN for admission to COLUMBIA GSAPP composed AUTUMN 2018 in NEW YORK, NY
Flood Seekly Gesture Illustration Cann Jackrabbit Bikes NASA 2050 Title Page
NASA 2050 ACADEMIC | BRANDING, WEB AND ENVIRONMENTAL DESIGN | 2017
"Space is for everybody. It's not just for a few people in science or math, or for a select group of astronauts. That's our new frontier out there, and it's everybody's business to know about space." —Christa McAuliffe
What will NASA’s profile look like in 2050? While the agency still holds a place in the American zeitgeist, many people believe it became defunct with the conclusion of the shuttle program in 2011. The Apollo era saw a NASA that enjoyed broad public support and embodied the aspirational nature of the country despite the political and social unrest of the time. Envisioning a NASA that occupies the spotlight of the American imagination, I created a brand that positions the agency as the transcontinental railroad of spacetravel.
(Across) Early logo explorations and program icon explorations.
EXPLORATIONS | LOGO | COLLATERAL | MOTION
nasa
Planetary Science
Astronaut Corps
Deep Space Network
SETI
Astronomy
Agriculture
SA TU RN
MERCURY
RS MA
VENU S
NE
E UN PT
UR AN US
EA RT H JU PI TE R
The key insight that led me to the final logo was to use the solar system as it's basis.
Planets-as-vertices concept.
EXPLORATIONS | LOGO | COLLATERAL | MOTION
Spiral Concept.
Shortest Segment concept.
Shortest Segment Shape concept.
Asterisk Concept.
NATIONAL AERONAUTIC & SPACE ADMINISTRATION Lockup | The logo is a dynamic representation of the real-time positions of each planet in the solar system. It moves as the planets move.
NATIONAL AERONAUTIC & SPACE ADMINISTRATION
NATIONAL AERONAUTIC & SPACE ADMINISTRATION
NATIONAL AERONAUTIC & SPACE ADMINISTRATION
Cassini–Huygens
Space Launch System
James Webb Space Telescope
For NASA missions that are planet-specific, the line representing that planet is highlighted.
EXPLORATIONS | LOGO | COLLATERAL | MOTION
While researching for this project I discovered that around 2050 NASA will be primarily concerned with establishing a permanent colony on Mars. The initial cost to cross the expanse of space and construct habitats on the planets surface would at first prohibit all but the very rich from visiting the alien world. Therefore it should be NASAs strategy to cater to the billionaire class, touting tourism and adventure. While NASAs main mission remains the study & exploration of the solar system, only with help from the wealthiest people on earth can a sustainable Martian colony be established.
Promotional material.
EXPLORATIONS | LOGO | COLLATERAL | MOTION
Collateral | (top) The red line is removed from the context of the logo and enlarged as a striking graphic element. (bottom) Rock protects colonists from solar radiation while offering stunning views of the red planet.
A significant component of this project was the use of motion to bring the world of NASA 2050 to life. I created a web UI animation(attached) that adopts the NASA logo as a menu system, dynamically pinwheeling and scaling to imbue the experience of navigating the site with a sense of traversing space. A second video (not included) explores what a heads-up display might include as new astronauts familiarize themselves with the environment of microgravity.
EXPLORATIONS | LOGO | COLLATERAL | MOTION
JACKRABBIT BIKES ACADEMIC | BRANDING AND ENVIRONMENTAL DESIGN | 2016
Responding to a brief requesting an animalcentric brand for a small business, I created Jackrabbit bikes, a friendly storefront with limited manufacturing capabilities. I selected the jackrabbit for its correlation with speed and freedom. Without making a literal allusion to a bicycle, I included the stripes of the logo design to invoke bike spokes, and the two circles remind one of the pair of wheels on a bike. Package and storefront design comprised the main collateral elements of this project.
Early logo sketches.
Logo progression and final mark.
(Top) Packaging progression. (Bottom) Additional collateral.
CANN
PROFESSIONAL | BRANDING AND PACKAGE DESIGN | 2018
As cannabis consumption becomes more common and legal, opportunities for the drug to displace alcohol consumption will arise. Cann is a brand of tonic water meant to exist as an alternative to beer. An important element of this project was to introduce a new kind of beverage to an existing market without using the tropes of marijuanacentric brands.
Early packaging directions.
Progression.
Final.
GESTURE ILLUSTRATION ACADEMIC | ILLUSTRATION | 2017
Tasked with creating a gesture based illustration of an animal, this project was an exercise in rendering an energetic, dynamic image in the arm and wrist rather than through studied analysis and careful rendering.
Progression.
Final.
SEEKLY ACADEMIC | UX/UI | 2017
In many sunbelt and midwestern cities car ownership is so pervasive that denizens never consider other modes of transportation. This leads to heavy traffic, obesity, a higher rate of car accidents and a less coherent urban fabric. Such places probably won't ever have the multimodal culture of cities like New York or Amsterdam, but exposure to other ways of experiencing the city might lead to different transportation choices in the future. Apropos of that, I designed a platform for user generated, augmented reality GPS based games. Using a simple set of tools, users can create tours, treasure hunts and geographic puzzles for others to play. The creation tools are open-ended enough to generate games that are as simple as a race from point A to point B to a Dungeons & Dragonsesque experience. New content is always being added, so there’s always somewhere new to explore in the city.
FLOOD ACADEMIC | CONCEPTUAL | 2017
For this project I was given an assignment to come up with an collaborative art installation between myself and a famous artist. I chose Michael Heizer to create a hypothetical land art installation with me. While Heizer's work often deals with negative space in rural environments, as in his 1969 piece Double Negative, I sought to turn that paradigm on it's head and fill in existing negative space in an urban environment. Flood is a concept to redirect local rivers to fill in the canyon-like Downtown Connector, a highway in Atlanta.
(Top) Double Negative. Michael Heizer, 1969. (Bottom) Sketches of city infrastructure after the flood.
Renderings.
03 01 02
04
05