Process Book 2023

Joseph Churchill Process Book

Introduction Statement of Intent

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Dear Faculty & Staff,

Hello, my name is Joseph Churchill from Columbia, South Carolina, by way of Des Moines, Iowa.

During my thirty-year career in information technology, I always found the best parts of my days were: working with users to elicit requirements, building user interfaces, designing websites, and finding new ways to tell the story of a project’s current and future performance through data visualizations. However, the aspects of my career continued to become more and more focused on maintaining the status quo. Struggles with toxicity in the workplace led to my resignation in February 2022. After taking a month to unpack, reflect and contemplate my next chapter, I focused on what brought me joy during my free time, occasionally as a side hustle: photography, drawing, website design, and helping friends try to develop their brands. This led me to apply for readmission to the University of South Carolina in Studio Arts. After completing Summer/Fall 2022 and Spring 2023 classes, I am even more committed to earning my degree in a creative field.

I intend to apply to the GD+I program in Spring 2023. Professional experiences gained during my previous career directly correlate to GD&I: Photoshop, Acrobat, HTML + CSS, problem-solving, analysis, UX/UI development, and data visualization. I seek to hone my skills, learn new skills, and try out new ideas in design and illustration.

This process book illustrates my work from arts102, my creative interests, and my abilities in other creative modes.

Joseph Churchill

Project one involved six-word stories. I developed two quick stories about what led me back to school after almost a 30year break from the university. After collecting the stories, word maps were built for each to flush out ideas and words that might help drive the visual narratives image and typeface.

The best part of using the word maps was helping search through stock images and typefaces to sync up the stories. For example, there are a lot of pictures of crows, but I saw a photo of crows with a very bold yellow backdrop; it felt right. The second story’s search relied on the word map from the word pivot to switch.

Typefaces again, thanks to the word maps, I had a good idea of what sort of mood I wanted to set with each story. For the first, I wanted something bold with movement below the typical bottom. That’s when I found Bree Semi Bold; the ‘f’ sold me on this typeface. In the second story, I was torn; the original image had etched labels under the switches, removed through clone brush, but elsewhere on the picture was this excellent sharpie text that I tried to duplicate through typeface using Permanent Marker. Which I used for all the words in the story.

Question: When working with type, what are some excellent techniques/ questions to ask yourself during layout to know when to push the text to the bleed or beyond? It seems much easier to visualize an image and when to lead the viewer out of the frame.

STORY 1 - WORD MAP

STORY 2 - WORD MAP

Finals

Project 1

Project 2

Typographic Abstraction

I do geek out a little bit about playing with typeface. One of our projects recently dealt with taking three consecutive letters from the alphabet and abstracting the typeface utilizing Adobe Illustrator. Sidebar, we also learned about C.R.A.P. (Contrast, Repetition, Alignment, and Proximity); this acronym makes the child inside happy. Also, I’ve used Illustrator in the past, but the idea of multiple artboards same file life changing!

After completing the first three in class, the professor asked that I keep going. After completing eight, this was a blessing and a curse, and now having to cull down to three.

The first to go was UVW; I had fun playing with the U turning the W upside down into mountains and a V ground. It was an easy first bin. Second to shred was RST; even though I liked the symmetry of the mirror R with the little t in the middle and the swirly quality of the S, it didn’t feel as strong. Third to go was the very first OPQ, I’m still unsure whether I like the circular abstract, but I felt the P was just there instead of bringing anything to the party.

Down to five was the easiest part. Editing down to three was the hardest. So, I determined which of the 5 I liked the most, EFG, which uses an illuminated manuscript style typeface, Orbe Pro, felt right to me. Now only 2 spots left. Again I looked at the last four and tried to choose the best for me XYZ. There’s something about the angle of the y next to the X and how the Z intersects almost like a bow across a string instrument. The final three are JKL (Lion King vibe), ZAB (White Space 3D), and MNO (Skate Deck). The Skate deck for me won, but the waffling over the last three went on for days.

If you had to choose between them, which three would you choose and why?

Finals

Project 2

Project 3

Poster Design

In our latest project, we were tasked with developing a poster based on AIGA’s “Get out the Vote” campaign. We got to choose three quotes to create word maps and mood boards. The quotes I used to work on my maps were:

“Voting is the expression of our commitment to ourselves, one another, this country, and this world.”

— Sharon Salzberg

“We do not have government by the majority. We have government by the majority who participate.”

— Thomas Jefferson

“Someone struggled for your right to vote. Use it.”

— Susan B. Anthony

The world map and mood board that resonated the loudest in a small group was around the Jefferson quote, a lazy guy on a sofa, and an idea of a butt print. With the sofa butt print idea in hand, I began sketching out as many ideas as possible. Starting with a broken-down sofa, a confused puppy on the couch, and ending with a word spiral. Again, the butt-print idea moved forward toward the final design.

My red sofa, it’s a well-used sofa, the lip of the cushion just sort of falls off a cliff, and that’s what I chose to photograph. Considering our dogs believe this sofa to be theirs, getting them off to snap a photo was a significant challenge until I took a very low-angle shot. Using this picture to set off the text was fun! A lot of rough drafts, over the next week, went from black and white to a desaturated color pick, and even when I thought I was done, an idea to set the W off in the same style as another famous Jefferson document, the Declaration of Independence.

Project 3 Sketches

Project 3 Mockups

mockup

Also, bonus mockup with doggo on the sofa.

Project 4

Character Logomarks

This project had us taking a popular movie, picking two characters, and building logomarks for each. First step was movie selection, I reached back to the aughts for Kill Bill. Then I selected the Beatrix Kido (aka the Bride) and O-Ren Ishii for the two characters.

Word maps

Kiddo’s word maps focused on alias, her sword and her motherhood. There were quite a bit of linking thoughts between the base words.

O-Ren’s word maps drew from her call sign, being a gang leader, orpan, assasin, and her sword. It’s interesting how orphan and gang leader never really linked up.

Mood boards

The mood board for Beatrix Kiddo my initial feelings were muted earthy tones since every outfit she wore in the film eventually was soaked in blood.

O-Ren Ishii’s mood board really tried to focus on the color scheme from the cherry blossoms and the color of her code name in the movie, cotton-mouth.

Sketches

For Kiddo’s sketches I really was focused on the continual motion and the way the katana almost made a K. This informed the rest of the logomark work.

For O-Ren’s sketches I bounced around from bonsai, to cherry blossoms, to assasin/snake, positive and negative themes until finally hitting on the monogram.

pregnant, decided to boss, Bill, decided sent the rest of of heart and heavily on the Crazy 88s, a gang run flourishes were added typeface selected, stripe. The colors became soiled with Assassin Squad and a how clean and The typeface, capture the elegance into the logo itself the cherry blossoms

Finals

Project 4

Beatrix Kiddo, Kill Bill Concept Statement

Beatrix Kiddo is a former assassin who became pregnant, decided to get married, and leave the business. Her former boss, Bill, decided the only way out for Kiddo was for her to die and sent the rest of the assassin team to the wedding. Bill had a change of heart and left Kiddo alive in a coma. For the logomark I leaned heavily on the silhouette formed during a fight scene with the Crazy 88s, a gang run by O-Ren Ishii, inspiring the K form. Additional flourishes were added to the mark inspired by the striped jumpsuit. The typeface selected, AngieOpenProBlack, meant to mimic the jumpsuit stripe. The colors chosen play on the suit color from the film once it became soiled with blood and sweat.

Mockups

Over spring break this year, I started playing with Adobe Dimension instead of heading to Cabo. Trying to picture where this wordmark would work best. The first idea was a coffee shop, "Stare death in the face wide-eyed and slightly twitchy." But who wants another coffee brand? So I went with my second favorite life sustainer, craft beer. Working with the can model in Dimension may have been my favorite thing over spring break. There is something so satisfying about the way the tool treats decals. I came up with styles based on different movie themes for the brand. I then coordinated the colors to the dominant scene color and composition.

Black Mamba Lager

A finely balanced blend of roasted dark malt with revengeful hops. This deadly lager has an uncommonly smooth finish.

Exploding Heart IPA

Mind your technique when drinking this killer. A double-strength IPA bursting with blood orange juiciness.

Two Pines Red Ale

Sometimes in life, you need a do-over. This classicly styled red ale harkens back to wedding days at a small chapel with desert vistas that went just a little bit off the rails.

Bloodbath Sour

Eighty-Eight dead raspberries start this sour with a sweet punch, finished by a salty and sour kick at the end.

O-Ren Ishii

Beatrix Kiddo Beatrix

Beatrix Kiddo Beatrix Kiddo

Beatrix Kiddo Beatrix Kiddo

Project 4 Mockups

Finals

Project 4

O-Ren Ishii, Kill Bill Concept Statement

O-Ren Ishii is a member of the Deadly Viper Assassin Squad and a crime lord in Japan. The logomark built represents how clean and refined O-Ren Ishii always appears on the screen. The typeface, Bodega Sans (Light), was focused on trying to capture the elegance of the character and the curvy lettering style built into the logo itself especially the R. The colors chosen are based on the cherry blossoms and cottonmouth.

Mockups

After finishing with Beatrix Kiddo, I turned my eye toward's O-Ren's wordmark. Using Illustrator, I converted the original work mark into an object file with depth. I then imported the object file version of the word mark into Dimension. Proceeded to play around with different treatments until creating the white leather bag with gold branding and a stack of business cards with the color word mark. Afterward, I exported the bag to Aero to play around with the object in augmented reality. Use the QR code below to try.

Beatrix Kiddo Beatrix Kiddo

Beatrix Kiddo Beatrix Kiddo

Beatrix Kiddo Beatrix Kiddo

O-Ren Ishii

O-Ren Ishii

O-Ren Ishii

O-Ren Ishii

O-Ren Ishii

Project 4 Mockups

Project 5

Syntax & Semantics

For this project, we needed to select a product anything from shoes to clothing to ink pens. I went with something I know and love guitar pedals. Next, we had to source images of high quality with no backgrounds. Following this, we needed to observe the products and comment about five specific categories.

Syntax

(visual elements & relationships) is a fancy way of saying natural subject matter. Wait which term is fancier? We needed to describe the look and visual relationships of the product.

Semantics

is the meaning which included denotation (specifics), connotation (associations), and Expression (feelings).

Presence

(contextual) is how something stands out in the context of where it’s seen. In what instance does this project have little presence versus a lot of presence.

After sourcing and researching I set up a 17” X 11” layout in InDesign and went about setting up a grid. Part of the fun with this project was tinkering with laying out four products versus each other and trying to keep some semblance of alignment. The layout continually shifted until I was happy with the white space balance.

We’re now onto project 6 and I’m learning even more about grid systems, spreads, and InDesign. It’s giving me a bit of déjà vu regarding web design. Do you like guitar pedals?

Finals

Project 5

Lots: part of an exhibit in a museum

Little: on a pedal board

PRESENCE (contextual)

board

rock / metal / music / sound / live show / pedal

CONNOTATION (associations)

chunky / loud / overdrive / feedback

EXPRESSION (feelings)

/ distortion

accessory / guitar / electric / pedal / gain effects

SEMANTICS DENOTATION (specified)

button for mashing.

of the pedal includes a large silver rectangular

knobs for Drive, Tone, and Level. The bottom

pedal includes a power light between three

contains an input and output. The top of the

Green rectangular metal box form. The side

SYNTAX (visual elements and relationships)

Lots: inside a pizza delivery box

Little: on a pedal board

PRESENCE (contextual)

board

rock / metal / music / sound / live show / pedal

CONNOTATION (associations)

hairy / sweet / savory / warm

EXPRESSION (feelings)

/ fuzz

accessory / guitar / electric / pedal / gain effects

SEMANTICS DENOTATION (specified)

button for mashing.

Pig. The bottom of the pedal includes a silver

three knobs with icons for Pizza, Pineapple, and

top of the pedal includes a power light with

top contains an output, power, and input. The

Off white rectangular metal box form. The side

SYNTAX (visual elements and relationships)

Lots: door knocker

Little: on a pedal board

PRESENCE (contextual)

board

rock / prog / music / sound / live show / pedal

CONNOTATION (associations)

avant garde / rock / prog / synthesizer

EXPRESSION (feelings)

effects

accessory / guitar / electric / pedal / modulation

SEMANTICS DENOTATION (specified)

just above a small silver button for mashing.

to filter the harmonics. Small lights are placed

trol envelope, pattern, rate. A set of fine tuners

and FREQ. The second set of black knobs con -

drive, mix, and output. Two switches for LFO

and power. The top contains black knobs for

sides. The side top contains inputs, outputs, midi,

White rectangular box from with white wood

SYNTAX (visual elements and relationships)

Lots: being used by a string quartet

Little: on a pedal board

PRESENCE (contextual)

board

rock / music / feedback / live show / pedal

CONNOTATION (associations)

deja vu / loop / repetition / distortion

EXPRESSION (feelings)

accessory / guitar / electric / pedal / time effects

SEMANTICS DENOTATION (specified)

bottom for mashing.

type of delay sound. A large silver button at the

at the top control delay, feedback, level, and the

put in either stereo or mono. Four black knobs

of the box includes two plugs for output and in -

Light blue rectangular metal box. The both sides

SYNTAX (visual elements and relationships)

illustrations &

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personal work

positive negative studies (arts103)

botanicals (arts230)

contrast of temperature (arts107)

complementary contrast (arts107)

narrative book - “The Giving Tree” (arts103)

significant collage - “Fast Fasshion” (arts103)

expressive self portrait - paper collage dada mask (arts230)

scan here for dada

sunflower (2023)

old english rooster (2023)

single cam project - “Dumpster Fire” (arts104)

single cam project - “Dumpster Fire” (arts104)

botanicals - macro drawing (arts230)

Colophon

Joseph Churchill

arts102

Donna Smith

University of South Carolina

Columbia SC

Fall 2022

arts145

Stepanie Nace

University of South Carolina

Columbia SC

Spring 2023

Fin