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com·mune /kə'myoon / v. [no obj.] (commune with) share one's intimate thoughts or feelings with (someone or something), esp. when the exchange is on a spiritual level: the purpose of praying is to commune with god. feel in close spiritual or emotional contact with: she spent an hour communing with nature on her backyard's vegetable garden. to be in close communication with someone or something <commune with others> — origin Middle English comuner, to have common dealings with, converse; from Anglo-French comuner, to make common, share (from commun, common) and perhaps from Old French communier, to share in the Communion from Late Latin commūnicāre; from Latin, to communicate). First Known Use: 15th century


Copyright Š Joana Cardoso. All rights reserved. No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means eletronic, mechanical photocopying, recording, or otherwise without permission of the copy right holder. Joana Cardoso phone 408 771 4386 email JOANA@EFFORTLESSCITY.COM web JOANACARDOSODESIGN.COM

typefaces BERTHOLD AKZIDENZ GROTESK software ADOBE CC photography JOANA CARDOSO

instructor MARY SCOTT school of graphic design MFA THESIS PROJECT

printing GIANT HORSE PRINTING binding THE KEY BINDERY paper FINCH ID

ACADEMY OF ART UNIVERSITY 79 New Montgomery St. San Francisco


to you / From me, a special thank you. To my parents, who are my heroes, and beyond distance, have a daily impact in my life (thank you skype). To my brother and nephews, because of whom I stay grounded in the present, to enjoy every second of what life has to offer. To my fiancĂŠ, and other half, who keeps me motivated to continue to visualize my personal goals and want to do more. To my fellow AAU classmates who have allowed me to grow as a designer. And last but not least the instructors, advisors and mentors who believed in my wildest dreams, and have empowered me to continue in pursuit of every single one of them.


COM M U N E

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contents /

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project Toepography class Visual Communication Lab

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project Walk SF class Experimental Type

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project High Jazz class Experimental Type

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project Damned but Undefeated class Integrated Communication

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project DIY [GARDENING] class Type Systems

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project Sealed with a Heart class Nature of Identity

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project Community class Visual Communication Lab

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project Respect & Coexist class Visual Communication Lab

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S ECTI O N 0 1. 0

project Effortless City mfa thesis School of Graphic Design

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the brief / Dive into self reflection to create an autobiographical map. Write, document and represent yourself. Maps come in all forms and formats, and document many aspects of the environment. This project poses the challenge of creating a map that represents me. Embracing one week of self study, observe and analyze, understand how you perceive yourself, as well as how others perceive you. Represent your characteristics and personality traits. the process / In looking inwards, this project let me embrace some of my most personal characteristics. After mind maps and idealizations, I dug deeper, to observe some of my physical marks, such as finger and footprints. In exploring myself, and realizing the many marks one makes in the surrounding world, and was lead to the depths of my personality through the visualization of my footâ&#x20AC;&#x2122;s topography. Ultimately realizing that, being born into a specific set of circumstances, is a mere coincidence. Questioning what it would be like, if you had a different footprint? Respect other's perspective, by realizing that your footprint, could have very well been theirs and vice-versa.

project Toepography

instructor Phil Hamlet

category Print

typefaces Adobe Caslon Pro

duration Sep 2011 â&#x20AC;&#x201D; Dec 2013

materials Mud (dirt & water)

class Visual Communications Lab

paper Epson 100lbs

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the brief / Create an experimental typography poster that communicates a look and feel of a musical piece of your choice by investigating alternative methods of producing typography. Use an overhead projector and play with the reflections of letters and images previously printed on transparent paper. Photograph the results with a camera, and use these final elements to create your poster. the project / An elusive and seductive mix of jazz, Latin- and Afro-rhythms, with smooth electronic sounds, Tüby Trio transported me to a fictional storyline of forbidden love, murder and mystery fiction books, in an imaginary world, where love and seduction can play a serious game. This experimental type poster captures the feelings of obsession, mystery and passion in Trüby Trio's song, High Jazz. Using random elements, from angel hair pasta to magnifying glasses, this project has shown me how much fun and inspiring it can be to use unconventional methods.

project High Jazz

instructor Stanley Zienka

category Print

typefaces Mom´s Typewriter

duration Jan 2012 — May 2012

materials Transparencies, Food, Fabrics

class Experimental Type

paper Projectors, Cannon 5D

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the brief / Observe, research, and expose a sub-culture of your choice through a typographic system implementation. Connect and understand the background and motives that drive people to belong to this subculture. the process/ As a home gardener myself, with my own story of gardening, it was priceless to understand others around me who are just as passionate about growing their own vegetables as I am. By connecting first hand with neighbors in and around my community, I came to realize how different our motivations, passions and purposes were for having a garden. Although reasons vary, we share the joy of making it happen ourselves, as we envision it, with our own bare hands. I find peace in nature, and a calm in my garden that is one of a kind. What thrills me is to geek out with other gardeners in this subculture and admire digging in the dirt for all its glory. This project is dedicated to my favorite neighbor and garden buddy, Gordon.

project DIY [GARDENING]

instructor Tcott Tong

category Print

typefaces Baskerville, Syntax

duration Jan 2010 â&#x20AC;&#x201D; May 2010

materials Cardboard, Silkscreen Cover

class Type Systems

paper Neena Environmental 70lbs

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the brief / Through research, writing and design, create a narrative book on the topic of our choice. From the beginning of time people have joined together to share their lives, this lead to the development of communities. Although a community consists of people in different age groups with varying interests, they are built upon the same ideal, unity. With unity there is power in numbers. Anything can be accomplished when there are like minded people working toward a common goal. Understanding Community, creates solutions that lead people to come together and perceive their common space as a social interaction opportunity. the process / The entire semester was spent researching the topic and exploring different solutions for small projects based on the weekly researched information. In order to better understand my target audience, weekly projects mainly in a card deck form, explored an interconnectivity map, card game, event hosting, self-portrait, while experimenting visual solutions to present the information. Culminating in proposed solutions to show when, where and how graphic design could intervene and generate a sense of community within people.

project Community

instructor Hunter Wimmer

category Print

typefaces Univers, Apollo

duration Jan 2010 â&#x20AC;&#x201C; May 2010

materials Teal Arrestox Bookcloth

class Communication Lab

paper Neena Environmental 70lbs

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the brief / Keep your eyes open. Record your surroundings with your chosen media, while exploring solutions that use experimental typography inspired by what you see and encounter. Photograph and document observations, build a narrative that explores your experience. the process / Being a pedestrian in San Francisco is not easy to get used to, the hills in the city are sometimes unavoidable, and the energy needed to cross them came to me as determination to succeed in a set of walks I proposed to do. Geared with a sound track, I used songs to track my progess, as well as crossingwalks, restrooms and water breaks. Swollowed up by the sounds of the city, I enjoyed every step of this project. It let my mind take me to ideas of sidewalk exploration and innovation.

project Walk SF

instructor Stanley Zienka

category Print

typefaces Univers and Caslon

duration Sep 2011 â&#x20AC;&#x201D; Dec 2011

materials Teal Arrestox Bookcloth

class Experimental Typography

paper Epson Presentation Matte

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the brief / Create a movie festival to honor a movie director. Choose a director and identify their voice, from their biography select works that best represent their vison. Develop and apply an integrated system of design and communication to all festival materials across multiple media. the project / A tribute to director Fernando Meirelles for his constant humanitarian concerns. With a keen eye for extreme stories of perseverance, Meirelles explores subject matters that many choose to ignore. In Brazil, Meirelles has become an acclamed director and producer. His movies have exposed the excruciating circumstances many of us have to endure in order to continue living and fighting for a better tomorrow. He shows what happens when people are pushed to the limit, and how they bounce back and thrive. We are all valid, and have voices that deserve to be heard.

project Damned but Undefeated

instructor Hunter Wimmer

category Print

typefaces Trade Gothic, Old Press

duration Jan 2010 â&#x20AC;&#x201D; May 2010

materials Alluminum mesh, steal case

class Integrated Communications

paper Epson Presentation Matte

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the brief / Select a brand or company that is either no longer in business or has low recognition by the consumers. Envision what this brand could have been and what it could become if its true voice were to be expressed in its brand identity. the process / For almost 100 years, consumers have considered this brand as an affordable and full proof bake mix that is a world away from competition. The old Jiffy, while still warm and welcoming, had been getting dusty for a few decades and thought to be low end, and cheap. The stigma of “food of the poor” has lead many to ignore its true qualities such as loving, caring, and passionate about its community. Making the shift into the new millennium, Jiffy would be able to keep its most beneficial qualities of warm, comfortable, and giving. Adjusting to the digital era, and becoming what really moves people. My vision for Jiffy is one that becomes a classic, outgoing, bright, fresh and proactive member of our societies.

project Sealed with a Heart

instructor Hunter Wimmer

category Print

typefaces Sentinel

duration Sep 2012 – Dec 2012

materials Blue-Green Arrestox Bookcloth

class Nature of Identity

paper Neena Environmental 70lbs

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the brief / Through research, writing and design, create a narrative book on the topic of our choice. In a semester worth of in depth research, weekly projects will let you explore your subject. the project / Respect goes beyond words and shapes our behavior toward people in our community. Those people are like this, these people are like that. I dove deep to find out the truth about what people really think when they see someone for the first time. Stigmas, stereotypes and labels rule our world. Enlightening events with people raring to talk, uncovered the truth with word association and questions about their perception of people. Our fears, loves, hates, about people are taught, learned and projected out into the world. Does it make a difference to know the true story behind a person's face or physical appearance? This project allowed me to push the envelope and expose the truth about respect and coexistance. Shared perspectives are key to tolerance and understanding.

project Respect and Coexist

professor Phil Hamlet

category Print

typefaces Univers

duration Jan 2010 â&#x20AC;&#x201D; May 2010

paper Epson Presentation Mattet

class Visual Communication Lab 098


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mfa / Effortless City, a graphic design thesis

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the brief / Through extensive research, design thinking and problem solving, use graphic design to address real world problem solving. Applying the design skills previously practiced in one culminating project, in an independant study style. the project / Effortless City is a set of navigational tools for pedestrians with mobility considerations. As we age, we face changes in life and transition through phases. Sometimes we are faced with obstacles that we would never anticipate. In this circumstance, where do we turn? Although, there are many resources out there if you are traveling by car, or bicycle, there aren't any comprehensive tools for pedestrians with mobility considerations to navigate their own social and cultural environment. Proposed are tools for data collection and data visualization.

project Effortless City

typefaces Museo Slab, Museo Sans

duration Fall 2011 â&#x20AC;&#x201D; Ongoing

media Print, Digital, Wayfinding

advisors Michael Kilgore, Dave Goltwell, Bob Slote

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Menu

City: San Francisco, CA

City: San Francisco, CA

MARINA

Around Me

EMBARCADERO

HERE

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Neighborhoods HAIGHT

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Things to See & Do

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Neighborhood: Haight

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Neighborhood: Haight

Haight, Haight & Ashbury

Haight, Haight & Ashbury

Using Augmented Reality

Alert Ahead

Looking for clothing stores around your area, let us help you get there the most effortless way possible. Allow audio settings, and start exploring right away. With the Effortless City

The corner at Haight & Ashbury is actually one of the neighborhoodâ&#x20AC;&#x2122;s sidewalk curbs that is has the most "wear and tear" conditions

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STREET: 1400 HAIGHT ST . CITY: SAN FRANCISCO STATE:

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