J designer ebooklet three covers for issuu

J

Designers Josip Kelava

Jennifer Morla

Analysis

Arooba Naveed Jazmin Carranza Karine Hall

Jessica Walsh

J

Designers Jennifer

Morla

Josip Kelava

Analysis

Arooba Naveed Jazmin Carranza Karine Hall

Jessica Walsh

J

Designers Josip Kelava

Jessica Walsh

Analysis

Arooba Naveed Jazmin Carranza Karine Hall

Jennifer Morla

Contents 4

Jennifer Morla

6

Jessica Walsh

8

Josip Kelava

10

Bibliography

J Designers u Page 3

ennifer Morla

Page 4 u J Designers

Practitioner Analysis by Karine Hall

“

I look for the soul of the brand and let that determine the look and feel.

“

J

Fig_1 San Francisco 2012: US Olympic poster., 2002. Source: Aiga.org

J

ennifer Morla is an American graphic designer, lecturer, President and Creative Director of Morla Design, a design studio she created when only 28. She was born 1955 in Manhattan, New York, and the place of her childhood for giving her love of visual communication.

For her design process, Jennifer uses drawing as her primary way to generate ideas. She has since childhood found drawing easy and natural. She found it an ideal communication medium to show ideas quickly to colleagues and clients. At idea generation stage, drawing makes it possible to check any number of solutions based on conceptual intent without the hindrance of digital stylistic tools available on the computer.

While she is known for her work with primary hues, she always checks if the solution to a design problem could be communicated in black and white.

Fig_2 CONDE Chairs by Morla. Source: Morladesign.com

Fig_3 Design Within Reach catalogue cover, 2008. Source: Aiga.org

Fig_4 Levi’s Poster, 1998. Source: Morladesign.com

Looking at Jennifer Morla’s work, it is very hard to find a tie it down to one design concept. As a designer she has works across many mediums and products: trade brochures, photo art direction, branding and creating brand extensions, store design, furniture and fixture design, book design, and multimedia, and more.

However one can summarize her approach in two main ways. Firstly, she aims to change your angle of view. Her style is simple. In Sagmeister’s words, Jennifer Morla “manages to make simplicity entertaining.” (AIGA, 2010).

Secondly, she uses colours as a primary design element. Jennifer Morla believes growing up in 1960s influenced her choice of primary colours.

With corporate giants like Apple and Gap, fashion, TV, charities and museums as customers, one could think that Jennifer Morla’s work is another run of the mill commercial design.

However when looking closely at the design elements of her work, knowing that the designer made a choice at every stage, one finds deeper social messages to Jennifer Morla’s work.

At the time of publishing the Lewis Strauss 1998 advert, using a close-up on a black American lady as well as hand-rendered doodles and type was a big bold step by Jennifer Morla. The previous corporate identity for Lewis & Co jeans was cowboys in the far west. The attributes of the brand were: male, white American pioneer. Morla manages in one advert highlight the race issue.

As a design student, I am awed how something as simple looking as the Design Within Reach 2008 Catalogue cover can be so powerful. And yet a lot of work must have gone into looking this Zen, neat and crisp. I have a tendency to add and add to a design.

Whereas this piece is a reminder of

how in design less is indeed more.

This catalogue cover could so easily be framed and hung on a wall.

I am also interested how design for commercial purposes is not devoid of social or political messages. Jennifer Morla successfully integrated ethnic minorities with positive connotations in both her Lewis Strauss & Co 1998 advert and her 2002 poster supporting San Francisco’s bid to host the Olympic games in 2012.

J Designers u Page 5

essica Walsh

Page 6 u J Designers

Practitioner Analysis by

Jazmin Carranza

“ J

Play is the state of mind that we can use in our creative process to our advantage.

“

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Fig_5 Sagmeister & Walsh channels psychedelia in Aïzone campaign. Sour

essica Walsh is an American award-winning graphic designer, illustrator, art director and is a partner at the agency Sagmeister & Walsh. She studied at the Rhode Island School of Design and then moved to New York to work as an intern at Pentagram for almost a year. After this she worked in Print magazine as an associate art director, and made designs and illustrations for books, magazines and newspapers, including the New York Times.

Walsh started to work with Stefan Sagmeister in 2010 and in 2012, she was made partner, at the age of 25.

In 2013, Walsh and her friend Tim Goodman decided to date for 40 days in order to see if they could fall in love.

They documented this experiment on a blog which was named “40 Days of Dating” which had more than 5 million visitors in less than a year. Apart from working in the creative agency Sagmeister & Walsh, she is currently teaching

rce: Designboom.com

Fig_6 Aizone advert. Source: Thegreatdiscontent.com

Fig_7 Branding, bags and boxes for the Jewish museum in New York city. Source: Designboom.com

design and typography at the School of Visual Arts in New York and working in different projects. She is represented by Creative Artists Agency.

She has enthusiasm, perseverance, talent and passion. Design is her life. Her designs are provocative, straightforward, and bold with lots of colors. She is capable of working in different and several disciplines, creating a concept driven work with a sense of humour and fun approach.

Jessica Walsh started coding and designing web pages when she was 12 years old. She created an html help site that offered free graphic templates for other kids. She started earning money by adding Google Ads to the web page. She was used to design only digitally, but once on the Rhode Island School of Design, she had to work mainly with her hands, painting, woodworking, sculpture and drawing.

Merging analogue with digital work was a big influence on her work ever since

Fig_8 Poster for the RISD “Shared Voices” series. Source: Thegreatdiscontent.com

and this way of mixing hand crafted materials with digital tools, is something unique, inspiring and different about her work.

Her creative philosophy is creating emotionally engaging, concept-driven work that is embodied in beautiful forms. She approaches the creative process in a playful and fun way. She likes to create functional work that achieves her client’s goals. Her strongest skill is brand identity as she can do everything that it involves: coming up with conceptual ideas, creative and art direction, design, project management and client management. Jessica is now interested in generative and interactive processing languages and the way she can utilize them in her branding work.

This tool allows her to bring brand languages alive.

The one advice she would give to others is “Fake it till you make it”. She states that perfection is boring and she applies this to her life and designs.

Awards: u New Star of Design, Computer Arts, 2010 u Society of Publication Designers award, 2010 u Young Gun Award, Art Directors Club, 2011 u New Visual Artist Award, Print magazine, 2011 u The Envy Index: 25 under 25, the L Magazine, 2011 u Type Director’s Club Award, Les Arts Décoratifs poster, 2012 u 25 People Shaping the Future of Design, Complex, 2013 u People to Watch, GD USA, 2013 u Webby Award, Best Home/ Welcome Page, Sagmeister & Walsh, 2014

J Designers u Page 7

osip Kelava

Page 8 u J Designers

Practitioner Analysis by Arooba Naveed

“

Graphic design is a mix of storytelling, craft, science and philosophy.

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Fig_9 Bird & the Bottle, branding. Source: Behance.net

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osip Kelava is a Croatian born designer who has spent most of his life in Melbourne, Australia.

He graduated from the Swinburne Faculty of Design, Australia and is currently working at Kandan Media as a Senior Art Director.

One of his biggest inspirations is the words his university teacher said to him when he graduated: “The worst thing a designer can do is not get noticed.”

This statement helped him realise that graphic design wasn't all about making a "pretty picture" but about "creating an emotional response" and motivated him to create work that was "bold, confident and memorable."

This view point is something I whole heartedly agree with and something which also inspires me.

I also find some of his other viewpoints inspirational such as: "When I think about Graphic Design, I feel as though it is everywhere. It is

Fig_10 The Chronicles of Narnia, 2011. Source: Behance.net

Fig_11 Metropolis 1920, type face. Source: Behance.net

a mix of storytelling, craft, science and philosophy." And "The world is constantly changing and as a designer, I believe I need to adapt. Learning new techniques and stepping outside my comfort zone is how I want to grow as a designer."

This is definitely how I want to grow as a designer too.

What I find most inspiring about his work is the simplicity of it all. His minimalistic style with its clean lines and shapes, often paired with a splash of colour appeals to me and I like that it always looks modern and sleek.

This is especially apparent when he designs (or redesigns) brand identities.

Kelava also has a number of typographical works, and has created a few fonts himself. I like how he said that music inspired him to create the Geomas Type font. Music is something that helps me when designing things so I can relate to this.

Fig_12 Heroes and Villains 2, poster, 2013. Source: Behance.net

He also is skilled at merging typography with illustrations or photographs to create stunning works of art.

Other skills of his include: lettering, photography, retouching, art direction, graphic design, web design, UI design and mobile application design.

He has worked for many clients, some of the more well-known clients include: Crown Casino, Dulux, Fast Company, Fosters, Epson, Libra, Melbourne Dance Company, Melbourne International Film Festival and Mercedes-Benz.

Awards: u Art Directors Club - Young Gun X Award u Create Award - Best Typography in Australia u Canson & Arches National Photographic Competition – First Prize for Best Colour u MADC Best Dimensional Mail – Bronze Award for Dulux Little Men u Cannes Lion Promo & Activation Bronze Award M&M’s Bare All

J Designers u Page 9

Bibliography Jennifer Morla AIGA.com (2010), Jennifer Morla, Biography by Glen Helfand, 2010, online article. Available at: https://www.aiga.org/medalist-jennifermorla [Accessed 20 October 2016].

AIGA.com (2010), Design Within Reach catalogue cover, 2008, online image. Available at: https:// www.aiga.org/medalist-jennifermorla [Accessed 20 October 2016].

Gomez Palacio B and Vit A (2008), Women of Design, Jennifer Morla, page 136-137, published by www.Howdesign.com, online publication. Available at: https://issuu.com/ melissalambertmarshall/docs/flip-lowres [Accessed 21 October 2016].

Morladesign.com (2016) All about me, online article and images. Available at: http://morladesign. com/about/ [Accessed 20 October 2016].

Morladesign.com (2016) Levi’s Poster series, online image. Available at: http://morladesign.com/ portfolio/item/levis-affinity-poster/ [Accessed 20 October 2016].

Morladesign.com (2016), Moral CONDE Chairs, online image. Available at: http://morladesign. com/portfolio/item/morla-collection-for-condehouse-furniture/ [Accessed 20 October 2016].

Morladesign.com (2016), Museum of Mexico Poster, online image. Available at: http://morladesign. com/portfolio/item/mexican-museum/ [Accessed 21 October 2016].

Petit Z (2016), Jennifer Morla: “Design is Not Solely a Device That Supports Consumerism”, published in Printmag.com on 25 January 2016, online article.

Available at: http://www.printmag.com/designinspiration/jennifer-morla-design-is-not-solely-adevice-that-supports-consumerism/ [Accessed 21 October 2016].

Sherr, L (2003), Annual Departures, Print, 57, 2, pp.

62-67, Art Full Text (H.W. Wilson), EBSCOhost [Accessed 21 October 2016].

Jessica Walsh

Josip Kelava

Anon, 2016. Log in or sign up. Available at: https:// www.facebook.com/ [Accessed November 7, 2016].

Author Unknown (Date Unknown) Josip Kelava Available at: http://adcyoungguns.org/profiles/ josip-kelava [Accessed 31st October 2016].

Anon, 2016. Interview with jessica walsh, partner at sagmeister & walsh. design. Available at: http://www. designboom.com/design/interview-jessica-walshsagmeister-walsh-graphic-design-01-07-2015/ [Accessed October 31, 2016].

Josip Kelava (Date Unknown) Biography Available at: http://www.josipkelava.com/about [Accessed 31st October 2016].

Adcglobal.org, 2015. Typography spotlight: Jessica Walsh. ADC Young Guns. Available at: http:// adcglobal.org/typography-spotlight-jessica-walsh/ [Accessed November 7, 2016].

Allsopp, A., 2013. Interview: Jessica Walsh on future projects, favourite designs, naked photo - news.

Available at: http://www.digitalartsonline.co.uk/ news/illustration/interview-jessica-walsh-talksupcoming-projects-favourite-designs-nakedphoto/ [Accessed November 7, 2016].

Berglund, T., 2013. Jessica Walsh. Available at: http://radarmagazine.se/people/interviewpeople/jessica-walsh/ [Accessed November 7, 2016].

Discontent, T.G., 2012. Jessica Walsh on the great discontent (TGD). Available at: https:// thegreatdiscontent.com/interview/jessica-walsh [Accessed November 7, 2016] Designsponge.com, Sneak peek: Jessica Walsh.

Available at: http://www.designsponge. com/2013/04/sneak-peek-jessica-walsh.html [Accessed October 28, 2016].

Henderson, K., 2012. 20 graphic designers you should know. Available at: http://www.complex.com/ style/2012/03/20-graphic-designers-you-shouldknow/ [Accessed October 18, 2016].

Guerrero, A., 2015. Graphic design inspiration: 50 amazing designers you should know – design school. Design Inspiration. Available at: https://designschool. canva.com/blog/graphic-design-inspiration-50designers-you-should-know/ [Accessed October 18, 2016].

History.com, Home: Design is history. Available at: http://www.designishistory.com/ [Accessed October 20, 2016].

Staff, P., 2012. My First portfolio: Jessica Walsh - print magazine. Design Inspiration. Available at: http:// www.printmag.com/design-inspiration/my-firstportfolio-jessica-walsh/ [Accessed October 28, 2016].

Petit, Z., 2016. The evolution of Jessica Walsh - print magazine. Design Inspiration. Available at: http:// www.printmag.com/in-print/the-evolution-ofjessica-walsh/ [Accessed October 28, 2016].

Staff, C.B., 2014. 28 graphic designers to follow on Behance. Available at: http://www.creativebloq. com/graphic-design/graphic-designers-followbehance-1012941 [Accessed October 18, 2016].

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Josip Kelava (2016) Bird & the Bottle Available at: https://www.behance.net/ gallery/36095821/Bird-and-the-Bottle [Accessed 31st October 2016].

Josip Kelava (2012) Metropolis 1920 Available at: https://www.behance.net/ gallery/3244285/Metropolis-1920 [Accessed 31st October 2016].

Josip Kelava (2013) Heroes and Villains 2. Available at: https://www.behance.net/gallery/10839951/ Heroes-and-Villains-2 [Accessed 31st October 2016].

Josip Kelava (2011) The Chronicles of Narnia Available at: https://www.behance.net/ gallery/2437615/Narnia [Accessed 31st October 2016].

Arooba Naveed

Karine Hall

A collaborative design by:

Jazmin Carranza