SELECTED WORKS OF K AT IE TONKOVICH
DON’T JUST SIT THERE
ENJOY THE WHITE SPACE
DON’T JUST SIT THERE Selected Works of Katie Tonkovich Written and Designed by Katie Tonkovich Website: katietonk.com Email: katietonk@gmail.com Masters of Fine Arts, Graphic Design Graduate Student of the Academy of Art University 79 New Montgomery Street, Fifth Floor San Francisco, California 94108 USA Copyright ©2014 by Katie Tonkovich
SELECTED WORKS OF KATIE TONKOVICH, MFA
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DON’T JUST SIT THERE
I DO NOT STAGNATE.
LAUGH AT MY PROSE
I NEED TO DO.
TO MOVE.
TO AFFECT PEOPLE.
TO CHANGE PERSPECTIVES.
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TO KEEP MOMENTUM.
To design things that are more than just well kerned or nice colors. To think about the bigger picture. To screw up while trying something new. To get out from in front of my internet glow-box. To be part of the messy, living, breathing world.
DON’T JUST SIT THERE, DO SOMETHING.
DON’T JUST SIT THERE
SKIP TO THE GOOD PART
1 project one:
Hydrana, pages 8–19
4 project four:
Barnum, pages 62–79
7 project seven:
To the Bone, pages 108–121
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2
3
project two:
project three:
Schwinn, pages 20–37
This is Not a Scrapbook Moment, pages 38–61
5
6
project five:
project six:
Mend, pages 94–107
The Illusive Fortress, pages 80–93
8
9
project eight:
Blaze, Thesis Project, pages 132–157
Designing Explainers, pages 124–131
project one:
woodworking by:
project one:
HYDRANA
BRADLEY BARBER
HYDRANA
course:
project one:
instructor:
PACKAGING II
HYDRANA
CHRISTINE GEORGE
project focus:
project one:
project focus:
IDENTITY DEVELOPMENT
HYDRANA
REUSABLE PACKAGING
1 project one:
created in:
HYDRANA
SIX WEEKS
DON'T JUST SIT THERE, DRINK TAP WATER.
DON’T JUST SIT THERE
DRINK YOUR TAP WATER
INSPIRE RESPONSIBLE WATER CONSUMPTION BY ELEVATING TAP WATER TO A PLACE AT THE TABLE.
HYDRANA packaging system identity development design for reuse
The objective of this project was to design and package bottled water, a major contributor to waste. My approach was to elevate tap water, a commonly overlooked source of hydration, to a position at the dining room table. I created the Hydrana identity around this concept, designing a line of reusable water bottles that convey a modern approach to design while still functioning as art pieces which one could proudly show off at any dinner party. Both the bottles and the carrier are constructed from recycled materials.
KATIE TONKOVICH
DON’T JUST SIT THERE
DRINK YOUR TAP WATER
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DON’T JUST SIT THERE
DRINK YOUR TAP WATER
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project two:
subject matter:
project two:
SCHWINN
BICYCLE CULTURE
SCHWINN
course:
project two:
instructor:
GRAPHIC DESIGN + SUSTAINABILITY
SCHWINN
PHIL HAMLET T
project objective:
project two:
website:
BRAND REIMAGINING
SCHWINN
NOTJUSTABIKE. COM
2 project two:
created in:
SCHWINN
EIGHT WEEKS
DON’T JUST SIT THERE, JOIN THE UNION
DON’T JUST SIT THERE
JOIN THE UNION
RE-IMAGINE THE SCHWINN BICYCLE COMPANY AS A SERVICE BASED MODEL AND REFRESH THE BRAND’S IMAGE TO REFLECT THOSE VALUES.
SCHWINN brand strategy service model heirloom design reduce waste user experience
In recent years cycling has seen a massive resurgence, yet the Schwinn bicycle brand has fallen by the wayside, becoming nothing more than a disposable Wal-Mart bicycle brand. This project re-imagines the Schwinn brand as a more sustainable model with an emphasis on building a community of bike-minded individuals. By leveraging a service model, the new Schwinn allows for high quality American-made bikes to be affordable and accessible, and easy to maintain. This project was a collaborative effort with Brett Newman and Zack Simons.
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DON’T JUST SIT THERE
JOIN THE UNION
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DON’T JUST SIT THERE
JOIN THE UNION
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THE SCHWINN UNION IS NOT JUST A BIKE, IT’S A MEMBERSHIP CARD, A BADGE OF HONOR, AND ENTRY INTO A UNION OF BIKE-MINDED INDIVIDUALS.
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DON’T JUST SIT THERE
JOIN THE UNION
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DON’T JUST SIT THERE
JOIN THE UNION
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project three:
instructor:
project three:
THIS IS NOT A SCRAPBOOK MOMENT
CHRISTOPHER MORLAN
THIS IS NOT A SCRAPBOOK MOMENT
course:
project three:
instructor:
INTEGRATED COMMUNICATIONS
THIS IS NOT A SCRAPBOOK MOMENT
HUNTER WIMMER
project focus:
project three:
project focus:
BRAND EXTENSIONS
THIS IS NOT A SCRAPBOOK MOMENT
IDENTITY DEVELOPMENT
3 project three:
created in:
THIS IS NOT A SCRAPBOOK MOMENT
FIF TEEN WEEKS
DON’T JUST SIT THERE, GIVE UP ALREADY.
DON’T JUST SIT THERE
GIVE UP ALREADY
CREATE A DESIGN SYSTEM FOR A FICTITIOUS FILM FESTIVAL CELEBRATING THE WORKS OF DIRECTOR JASON REITMAN.
THIS IS NOT A SCRAPBOOK MOMENT brand development identity system brand extensions product design advertising
This hypothetical film festival celebrates the movies of Jason Reitman, the director of Juno, Up in the Air, Young Adult, and Thank You for Smoking. The name and stylistic theme of the festival both draw from a common thread that unravels throughout every Jason Reitman movie: that unconventional individuals fighting against the idea of “normalcy” in modern America ultimately realize that neither they nor mass society hold all the answers. Everyone is struggling to defy mediocrity in their own way. This project encompassed a wide variety of formats across print, digital, and three-dimensional media.
DON’T JUST SIT THERE
GIVE UP ALREADY
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DON’T JUST SIT THERE
GIVE UP ALREADY
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DON’T JUST SIT THERE
GIVE UP ALREADY
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DON’T JUST SIT THERE
GIVE UP ALREADY
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project four:
project focus:
project four:
BARNUM
RESEARCH & STRATEGY
BARNUM
course:
project four:
instructor:
NATURE OF IDENTITY
BARNUM
HUNTER WIMMER
project focus:
project four:
project focus:
IDENTITY DEVELOPMENT
BARNUM
BRAND EXTENSIONS
4 project four:
created in:
BARNUM
FIF TEEN WEEKS
DON’T JUST SIT THERE, BET TER YOURSELF.
DON’T JUST SIT THERE
BETTER YOURSELF
REIMAGINE A DEFUNCT BRAND. CRAFT ITS REBIRTH IN A WAY THAT RESONATES WITH A NEW AUDIENCE ON AN EMOTIONAL LEVEL.
BARNUM research + strategy brand distillation identity development brand standards brand extensions
This project required choosing a defunct company and reviving the soul of that brand to take it into the modern day. I chose to reimagine Barnum and Bailey’s Circus. I traced the brand all the way back to its earliest roots: its original creator, Phineas Taylor Barnum. Barnum was a shameless promoter who would sell any story to make a dollar. Building on that concept I revived the brand as “Barnum,” a futuristic personal consultancy firm which specialized in image architecture and promoting the individual. I developed the logotype and visual language using the concept of smoke and mirrors, both because good promotion is a matter of misdirection—masking the bad and emphasizing of the good—and because it made reference to Barnum's legacy at the circus.
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DON’T JUST SIT THERE
BETTER YOURSELF
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DON’T JUST SIT THERE
BETTER YOURSELF
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DON’T JUST SIT THERE
BETTER YOURSELF
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DON’T JUST SIT THERE
BETTER YOURSELF
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project five:
project focus:
project five:
THE ILLUSIVE FORTRESS
EVENT PROMOTION
THE ILLUSIVE FORTRESS
course:
EXPERIMENTAL TYPOGRAPHY
project five:
instructor:
THE ILLUSIVE FORTRESS
KATHRIN BLAT TER
project focus:
project five:
project focus:
THREE DIMENSIONAL TYPOGRAPHY
THE ILLUSIVE FORTRESS
POSTER DESIGN
5 project five:
created in:
THE ILLUSIVE FORTRESS
SEVEN WEEKS
DON'T JUST SIT THERE, BUILD IT BIGGER.
DON’T JUST SIT THERE
BUILD IT BIGGER
DESIGN A SERIES OF POSTERS PROMOTING A LECTURE SERIES ABOUT CASTLE ARCHITECTURE.
THE ILLUSIVE FORTRESS poster design event messaging photography construction
This collection of three large format posters was created for a hypothetical lecture series titled The Illusive Fortress at the Graduate Center for Medieval Studies at the University of Reading. The lectures discussed three different architectural periods within the history of fortresses and castles: their early development, their decline, and examples of modern revivals. The lettering on the posters reflected these three eras. The three-dimensional type structures were all crafted by hand, and leverage materials which reflect different elements of castle construction.
SELECTED WORKS OF KATIE TONKOVICH, MFA
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DON’T JUST SIT THERE
BUILD IT BIGGER
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DON’T JUST SIT THERE
BUILD IT BIGGER
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DON’T JUST SIT THERE
BUILD IT BIGGER
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project six:
project focus:
project six:
MEND
BUILT TO LAST
MEND
course:
project six:
instructor:
PACKAGING 11
MEND
CHRISTINE GEORGE
project focus:
project six:
project focus:
IDENTITY DEVELOPMENT
MEND
DESIGN FOR REUSE
6 project six:
created in:
MEND
SEVEN WEEKS
DON’T JUST SIT THERE, FIX IT.
DON’T JUST SIT THERE
FIX IT
CREATE A KIT WHICH ENABLES ITS USERS TO FIX THE THINGS THEY ALREADY HAVE INSTEAD OF BUYING MORE STUFF.
MEND packaging system identity development design for reuse
The objective of this project was to create a collection of three survival kits based around a fictitious brand. My goal for this project was to create a kit of items that actually made its users consume less stuff — a bit counter-intuitive. The idea behind Mend was: don’t buy more stuff, mend what you already got. By providing the tools to mend everyday items, this collection of three modular kits allows users to increase the lifespan of the things they already own rather than purchasing new ones. The project includes three kits: Mend Your Stuff provides all the basic tools for everyday household repairs, Mend Yourself provides solutions for any personal ailments, and Mend Your Clothes allows users to repair their worn out clothing. Reusable or recyclable materials were used to create all the packaging.
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DON’T JUST SIT THERE
FIX IT
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DON’T JUST SIT THERE
FIX IT
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DON’T JUST SIT THERE
FIX IT
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project seven:
project focus:
project seven:
TO THE BONE
LAYOUT DESIGN
TO THE BONE
course:
project seven:
instructor:
TYPE SYSTEMS
TO THE BONE
DAVID HAKE
project focus:
project seven:
project subject:
EXPERIMENTAL TYPOGRAPHY
TO THE BONE
THE FUTURE OF TAT TOOS
7 project seven:
created in:
TO THE BONE
TEN WEEKS
DON’T JUST SIT THERE, GET SOME INK
DON’T JUST SIT THERE
GET SOME INK
CREATE A TYPOGRAPHICALLY DRIVEN BOOK ABOUT THE FUTURE OF TATTOOS.
TO THE BONE typography book layout photography custom lettering bookbinding
This book was created in response to a randomly assigned topic, mine being the future of tattoos. The book investigates tattoo cultures of the past and present, then dives into the future. Currently, the life-long permanence of high quality tattoo ink is being challenged by advances in temporary ink technology. In the future, the potential for temporary tattoos of the same caliber and staying power as today’s permanent ink would open up a world of possibilities. All of the contemporary imagery from photography and tattoo designs to illustration was created from scratch. The high-level text is all set in Piel by Ale Paul, a typeface designed specifically for tattooing purposes.
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DON’T JUST SIT THERE
GET SOME INK
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DON’T JUST SIT THERE
GET SOME INK
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DON’T JUST SIT THERE
GET SOME INK
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project eight:
website:
project eight:
DESIGNING EXPLAINERS
NEWSBOUND. COM
DESIGNING EXPLAINERS
created for:
project eight:
in collaboration with:
NEWSBOUND
DESIGNING EXPLAINERS
JOSH KALVEN
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SELECTED WORKS OF KATIE TONKOVICH, MFA
project focus:
project eight:
project focus:
CONCISE STORYTELLING
DESIGNING EXPLAINERS
INTERACTIVE DESIGN
8 project eight:
in collaboration with:
DESIGNING EXPLAINERS
TABRIZ GHAZI
DON’T JUST SIT THERE, LEARN SOMETHING HARD.
DON’T JUST SIT THERE
LEARN SOMETHING
USING INTERACTIVE VISUAL STORYTELLING TO MAKE COMPLEX TOPICS MORE DIGESTIBLE TO THE MODERN DAY READER.
DESIGNING EXPLAINERS storytelling information design interactive design web design
My work at Newsbound provided a unique opportunity to dive into the world of interactive storytelling. I collaborated with small group of designers, journalists, and developers to create explanatory content around complex topics. Each of the stories—which we termed an “Explainer”—broke down a complex topic such as filibustering or the fiscal cliff. Explainers are typically about a 5-minute reading experience and can be viewed on a computer or mobile device. They generally include data visualizations, animations and some interactive element. On the following pages, I have provided a brief glance at the breath of work which I designed while working on various Explainers. They can be viewed in their native format at newsbound.com.
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DON’T JUST SIT THERE
LEARN SOMETHING
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DON’T JUST SIT THERE
LEARN SOMETHING
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DON’T JUST SIT THERE
SEE WHAT'S NEXT
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project nine:
project focus:
project website:
BLAZE
RESEARCH + DEVELOPMENT
BLAZE CHALLENGE .COM
created in:
project nine:
instructor:
THREE SEMESTERS
BLAZE
CAROLINA DE BARTOLO
project scope:
project subject:
project focus:
GRADUATE THESIS
CALIFORNIA STATE PARKS
APPLICATION DESIGN
9 instructor:
instructor:
DAVE GOT TWALD
PHIL HAMLET T
DON’T JUST SIT THERE, GO TAKE A HIKE.
DON’T JUST SIT THERE
GO TAKE A HIKE
DESIGN A COMPREHENSIVE THESIS PROJECT WHICH WILL RECONNECT CALIFORNIANS TO THEIR STATE PARKS IN ORDER TO KEEP THE PARKS ALIVE AND WELL-FUNDED.
BLAZE research + strategy application design identity development wayfinding system advertising collateral fundraising
An MFA graphic design thesis must use design to solve a problem out in the real world. For my thesis I elected to help the California State Parks system—a collection of 279 parks that, while adored and frequented by many, were suffering funding cuts and shut-downs. Through an extensive research process, I determined that the most fruitful approach would be to build a community around these parks in order to raise long-term large-scale funds through a hiking app. The thesis project encompassed a vast range of collateral to support the hiking app, including environmental signage, advertisements, a website, hiking swag, and a thesis book documenting the entire process.
TWO YEARS AGO, DUE LARGELY TO MASSIVE FUNDING CUTS, 70 OF CALIFORNIA'S 279 STATE PARKS WERE DAYS AWAY FROM SHUTTING DOWN INDEFINITELY.
WITH GOVERNMENT SUPPORT DWINDLING MORE EACH YEAR, NEW AVENUES OF SUPPORT FOR THE PARKS ARE VITAL. THIS THESIS PROJECT CREATES NEW SOURCES OF LONG-TERM, LARGE-SCALE FUNDING FOR THE PARKS THROUGH A HIKING APP.
CALIFORNIA GOVERNMENT SUPPORT FOR STATE PARKS
PERCENT OF PARKS OPERATING COSTS
100%
75%
50%
25%
0% 1970
1980
1990
2000
2010
DON’T JUST SIT THERE
GO TAKE A HIKE
BLAZE ENABLES YOU AND YOUR FRIENDS TO HELP SUPPORT THE CALIFORNIA STATE PARKS BY GOING ON HIKES. EVERY MONTH THERE IS A NEW HIKING CHALLENGE IN A PARK IN YOUR REGION. COMPLETE THE CHALLENGE TO EARN THAT PARK A DONATION COURTESY OF THE CHALLENGE SPONSOR.
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DON’T JUST SIT THERE
GO TAKE A HIKE
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8x
2x
x 2x
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DON’T JUST SIT THERE
GO TAKE A HIKE
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FACE REDI
APPLE MAPS REDIRECT
EBOOK IRECT
TWITTER REDIRECT
REDIRECT TO BLAZE WEBSITE
REDIRECT TO INSTAGRAM
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DON’T JUST SIT THERE
GO TAKE A HIKE
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DON’T JUST SIT THERE
THIS IS NOT THE END
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DON’T JUST SIT THERE, DO SOMETHING.
THANKS TO My family, friends and teachers. Written and Designed by Katie Tonkovich Email: katietonk@gmail.com Phone: 206.890.6944 Printing and Binding: Blurb Books Paper: Blurb Proline Uncoated Typefaces: FF Tisa and FF Typestar There is more on the internet:
KATIETONK.COM