from where i’m not sitting >>
an MFA portfolio by Kevin Fitzsimons >>
copyright Š 2019 by Kevin Fitzsimons All rights reserved. No part of this book may be recorded, reproduced, or distributed in any form, or by any means, without expressed written permission from the author.
from where i’m not sitting >>
WEBSITE >> kfitzsimons.com EMAIL >> kfitzsimons24@gmail.com PHONE >> +1 (415) 531-1043
an MFA portfolio by Kevin Fitzsimons >>
>>
ality driven by curiosity and a simple desire to experience more. When I see or experience something, I wonder how
INTRODUCTION
I’ve been told I have a nomadic person-
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
introduction
someone else, somewhere else, might see or experience the same thing. That’s why I titled my portfolio: “From where I’m not sitting.” To me, perspective is one of the most valuable things in life, but especially in design. Who am I designing for? Until that question is answered, the rest doesn’t really matter. I need to understand my audience, and their perspectives, to produce quality design work for them. It’s not about me, which is how I like it.
0 0 0 >> 0 0 1
>>
MFA.THESIS >> MYND: A teenage mental health organization.
042 >> 057
PROJECT.02 >>
T A B LE O F C O N TE N T S
004 >> 041
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
table of contents
A cannabis cocktail recipe book. 058 >> 085
PROJECT.03 >> A Guy Ritchie film festival.
086 >> 101
PROJECT.04 >> Experimental typography movie posters.
102 >> 109
PROJECT.05 >> An app for stand-up comedy fans.
110 >> 123
PROJECT.06 >> A look at the future of our species.
124 >> 141
PROJECT.07 >> Robin’s music school.
142 >> 157
PROJECT.08 >> Supporting musical artists.
158 >> 173
PROJECT.09 >> Rebranding Quiksilver. 0 0 2 >> 0 0 3
MYNDTHESIS.COM
>>
TERM
THESIS CONCEPT
>>
>>
spring
Young people in the UNited States are
2017-2019
living with mental health issues, like anxiety disorders and depression, in
INSTRUCTORs
record numbers; most receiving minimal
>>
treatment. meanwhile, adults are often
Phil
having the conversation about teenage
Hamlett,
mental health, without involving the
Cristine
teenagers themselves.
George, Wioleta Kaminska,
My thesis project, MYND, is a theoretical organization focused on empowering teenagers to take control of their mental health. There are many mental
FOCUS >> branding print marketing ux/ui
health organizations in North America. However, for as many as there are, few actually focus solely on teens. MYND
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
the kids are not all right >>
MYND
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
mfa.thesis >>
is filling this gap. Through various initatives (project deliverables) MYND aims to help teenagers stay informed on the experience of living with mental illness (WE Magazine), participate and maintain a discourse on the topic with their peers (MYND semi-social App), while de-stigmatizing and normalizing the topic of mental health for teenagers (stomp out stigma campaign). 0 0 4 >> 0 0 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 0 8 >> 0 0 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 1 2 >> 0 13
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 1 4 >> 0 15
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 1 6 >> 0 17
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 1 8 >> 0 19
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 2 0 >> 0 2 1
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 2 2 >> 0 2 3
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 2 4 >> 0 2 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 2 6 >> 0 2 7
0 2 8 >> 0 2 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 3 0 >> 0 3 1
0 3 2 >> 0 3 3
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 3 4 >> 0 3 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
M F A.T H E S I S >> M Y N D >> A TE E N A G E M E N T A L H E A LT H O R G A N I Z A T I O N
0 3 6 >> 0 3 7
0 3 8 >> 0 3 9
0 4 0 >> 0 4 1
>>
recipe book >>
COURSE
OBJECTIVES
>>
>>
complex
Create a cookbook that is unorthodox in
hierarchy
both visual style and content.
TERM
STRATEGIES
>>
>>
spring
My research taught me that there are
2018
many mixologists using interesting ingredients. One of those ingredients
INSTRUCTOR
was more intruiging than the rest, a
>>
perfect fit for my project: Cannabis.
Ariel
For some mixologists, it really was just
Grey
another ingredient like any other. For others, cannabis was a revolution due
FOCUS
to strain variety and the potential of
>>
THC as an alternative to alcohol.
print typography
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
a new ingredient >>
a cannabis cocktail
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.02
What I read subverted my expectations; Visually I decided to lean into that subversion. I styled my book of cannabis cocktail recipes after a fashion magazine. I wanted it to be clean and classy, but without hiding the weed.
0 4 2 >> 0 43
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 4 4 >> 0 45
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 4 6 >> 0 47
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 4 8 >> 0 49
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 5 0 >> 0 5 1
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 5 4 >> 0 5 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 2 >> A N E W I N G R E D IE N T >> A C A N N A B I S C O C K T A I L R E C I P E B O O K
0 5 6 >> 0 5 7
>>
long odds >>
a guy ritchie film festival >>
OBJECTIVES
>>
>>
integrated
Design a film festival around a single
communication
director, guided by a thematic thread found throughout their work.
TERM >>
STRATEGIES
fall
>>
2018
I decided on Guy Ritchie as my director because I like his movies. The thread
INSTRUCTOR
I chose to use to guide this project is
>>
the over-ambition that the characters
Christopher
in Ritchie's films all seem to have. The
Morlan
ambition of the characters inevitably
FOCUS
selves into a hole that they then have
>>
to find a way out of. They're bold, but
branding
in being bold expose their own incompe-
tence. The films are filled with chaos
advertising
because the events are driven by ama-
packaging
teurs failing to act like professionals.
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
COURSE
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.03
leads them to over-reach, digging them-
events environments web ux/ui
0 5 8 >> 0 5 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 6 0 >> 0 6 1
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 6 2 >> 0 63
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 6 4 >> 0 6 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 6 6 >> 0 67
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 6 8 >> 0 6 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 7 0 >> 0 71
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 7 2 >> 0 7 3
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 74 >> 0 7 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 7 6 >> 0 7 7
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 7 8 >> 0 7 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 8 0 >> 0 8 1
0 8 2 >> 0 83
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 3 >> L O N G O D D S >> A G U Y R I TC H IE F I L M F E S T I V A L
0 8 4 >> 0 8 5
>>
movie posters >>
COURSE
OBJECTIVES
>>
>>
experimental
Experiment with typography to create
typography
interesting, type-focused, movie posters. The movie does not have to be a
TERM
real, but it does need a concept.
>> fall
STRATEGIES
2017
>> My hypothetical movie is called "Free
INSTRUCTOR
Fall;" an intense, dark, character
>>
driven drama centered around a protag-
Wioleta
onist trying to stop their life from
Kaminska
spiralling out of control. The problem being that the spiralling has already
FOCUS
started. creating the imagery for these
>>
posters was a mostly analog process.
typography
Frist, I drew simple letterforms on
advetising
balloons, popped those balloons, then
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
type as a toy >>
experimental type
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.04
used the new, broken, letterforms from the scraps. I isolated the new letterforms digitally, before printing them out and taping them between sheets of sketching vellum. I layered the sheets, to create depth, and backlit them by taping the stack to a window. The final imagery used in the posters are photos I took of those stacked sheets of vel0 8 6 >> 0 8 7
lum taped to my window.
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
0 9 0 >> 0 9 1
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
0 9 2 >> 0 9 3
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
0 9 4 >> 0 9 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
0 9 6 >> 0 9 7
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
0 9 8 >> 0 9 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 4 >> T Y P E A S A T O Y >> E X P E R I M E N T A L T Y P O G R A P H Y M O V I E P O S TE R S
1 0 0 >> 1 0 1
>>
comedy fans >>
COURSE
OBJECTIVES
>>
>>
digital
Design an app that would/could be used
design
on a regular, or semi-regular, basis.
studio STRATEGIES TERM
>>
>>
I designed an app for fans of stand-up
spring
comedy. I’ve always felt like there are
2017
a million good apps that help fans of
INSTRUCTOR
find shows, book tickets, etc. But I
>>
never felt like I could find something
Bob
of equal quality for stand-up comedy.
live music follow their favorite acts,
Slote FOCUS >>
P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S
looking for a laugh >>
an app for stand-up
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.05
mobile ux/ui
1 0 2 >> 1 0 3
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S
1 0 4 >> 1 0 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 5 >> L O O K I N G F O R A L A U G H >> A N A P P F O R S T A N D - U P C O M E D Y F A N S
1 0 6 >> 1 0 7
>>
of our species >>
COURSE
OBJECTIVES
>>
>>
type
Design a book around a future-focused
systems
topic, that will be drawn randomly.
TERM
STRATEGIES
>>
>>
spring
I drew the topic of "future humans." It
2017
wasn't a subject I had spent much time thinking about; but such an open-ended
INSTRUCTOR
topic gave me a lot of room to explore
>>
and choose a direction to take my book.
David
How would the human species continue to
Hake
evolve? What will humans be like 10–15 years from now? what will have changed?
FOCUS
how about 25 years? 50? 100? I chose to
>>
approach the subject from a scientific
perspective. I looked at how humans are
typography
forcing evolutionary progress through
P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S
our future selves >>
looking at the future
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.06
technology and a society that is becoming more globalized daily.
1 1 0 >> 1 1 1
1 1 2 >> 1 13
iphone portraits by John Keatley
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S
1 1 4 >> 1 15
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S
1 1 6 >> 1 17
1 1 8 >> 1 19
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 6 >> O U R F U T U R E S ELV E S >> L O O K I N G A T T H E F U T U R E O F O U R S P E C IE S
1 2 0 >> 1 2 1
1 2 2 >> 1 2 3
>>
>>
COURSE
OBJECTIVES
>>
>>
visual
Design and brand a small independant
literacy
business based on a community flyer. Find the flyer on a neighborhood notice
TERM
board, or something similar.
>> fall
STRATEGIES
2016
>> The flyer I chose was advertising the
INSTRUCTOR
services of a music teacher named Robin.
>>
Robin taught students, of all ages and
Hunter
experience levels, how to play piano,
Wimmer
and other musical skills. Contact info and imagery of a piano were the only
FOCUS
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
learn something new >>
Robin’s music school
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
project.07
other elements on the flyer.
>> branding marketing web ux/ui
1 2 4 >> 1 2 5
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
1 2 6 >> 1 2 7
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
1 2 8 >> 1 2 9
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
13 0 >> 13 1
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
13 2 >> 13 3
PIANO LE YOUTH
TEENS
ADULTS + SENIORS
CONTACT VIDEOS ABOUT ROBIN
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
ESSONS FOR EVERYONE
P R.0 7 >> LE A R N S O M E T H I N G N E W >> R O B I N’S M U S IC S C H O O L
13 4 >> 13 5
YOUTH
TEENS
ADULTS + SENIORS
ABOUT ROBIN
VIDEOS
CONTACT
VIDEOS
CONTACT
YOUTH
BEGINNER Beg inner level classes for t he youngest age g roup are offered as bot h g roup classes and as private lessons. T hese classes tend to focus more on genera l music education and gaining fami liarity w it h instruments, sounds, and t he structure of composition.
INTERMEDIATE A fter sufficient fami liarity w it h genera l, foundationa l, musica l concepts is gained, students can move to intermediate level classes where t hey can get more hands-on w it h a piano. Starting w it h simpler, more easi ly mastered compositions, students can beg in to learn to play more complicated songs. Ear training and t he abi lity to recog nize notes and chords a lso becomes a factor at t he intermediate level.
YOUTH
TEENS
ADULTS + SENIORS
ABOUT ROBIN
TEENS
BEGINNER Beg inner level classes for t he eleven t hrough eighteen age g roup jump quick ly into ear training and developing t he sk i ll of reading music. Students w i ll get hands on a piano immediately to hasten t he pace of learning and ma ke t he difficult process more enjoyable. T hose students w it h no experience at a ll w it h an instrument or music t heor y may enjoy starting
INTERMEDIATE Intermediate students w it h beg in to approach more difficult compositions and explore a more diverse cata log of music styles and genres t hat can be tai lored to the students indiv idua l interests. T his is easier to do in a private lesson setting but a lso possible in a g roup class. Students of t his age and level are a lso encouraged to beg in participating in recita ls.
TEENS
ADULTS + SENIORS
ABOUT ROBIN
VIDEOS
CONTACT
VIDEOS
CONTACT
K E V I N F I T Z S I M O N S >> F R O M W H E R E I’M N O T S I T T I N G
YOUTH
ABOUT ROBIN
ABOUT ROBIN JOHNSON Born and raised in San Francisco, C A, Robin Johnson began her musica l education at age six w it h piano lessons, t hen v iolin lessons at age eight. T hroughout g rade school, she performed and competed in a variety of music festiva ls and state conventions, and participated in a number of loca l yout h sy mphonies. Her piano studies continued unti l she moved to San Diego for her underg raduate studies at t he University of Ca lifornia, San Diego.
Robin t hen had t he priv i lege of ta k ing a faculty position at t he Ca lifornia State Summer School for t he A rts (CSSSA), as piano instructor and accompanist. T here, she worked w it h g ifted high schoolers, world-class faculty
YOUTH
TEENS
ADULTS + SENIORS
ABOUT ROBIN
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At UCSD, Robin studied classica l piano w it h K ata lin Luk acs and Stefani Wa lens. She reg ularly performed in recita ls, and completed severa l recordings for fellow colleg iate composers. During her junior year, Robin was accepted into t he Music Department’s prestig ious Honors Prog ram, and was awarded w it h High Distinction Honors at t he end of t he prog ram her senior year. Robin g raduated Cum Laude w it h a bachelor’s deg ree in Music and Piano Performance.
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artists >>
COURSE
OBJECTIVES
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visual
Choose a cause, big or small, and
thinking
design a brand/organization around it.
TERM
STRATEGIES
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spring
My brand, Artist Advocates, is meant to
2017
be a platform to assist aspiring musical artists in building a career in
INSTRUCTOR
an intensly competive and challenging
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industry. The organization will help
Sandra
artists, as well as their fans, navigate
Isla
obstacles like digital music piracy and creating reliable revenue streams
FOCUS >> branding
as a new musical artist, or group.
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just trying to make it >>
support for musical
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advertising web ux/ui
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COURSE
OBJECTIVES
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nature
Revive a defunct, or dying, brand for
of
a modern audience. Design a new visual
identity
identity system for the brand: logo, typographic identity, and brand colors.
TERM
The project also required new brand
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messaging, including a refreshed mis-
spring
sion statement. The result of the
2019
project will be three books: a Visual Strategy Guide, Visual Development
INSTRUCTOR
Guide, and Visual Standards Guide for
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the brand’s new identity system.
Hunter Wimmer
STRATEGIES >>
FOCUS
Research lead me to the understanding
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that when Quiksilver first expanded
branding
beyond Australia, the founders lis-
censed the brand, rather than taking it
marketing
global themselves. That moment was when
web ux/ui
the focus of the brand shifted. What
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turning back the clock >>
rebranding quiksilver
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would quiksilver have been, as a global brand, had the founders never given up control? my rebraded Quiksilver is what I believe that could have looked like, how the Quiksilver brand would exist founders’ original vision.
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today if it had never strayed from the
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friends for their support throughout my life, but expecially when choosing to go to graduate school to change careers.
ACKNOWLEDGMENTS
Firstly I want to thank my family and
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acknowledgments
Secondly, my instructors: Phil Hamlett, David Hake, HUnter Wimmer, Mary Scott, Andrew Loesel, Wioleta Kaminska, Ariel Grey, Cristine George, Sandra Isla, Bob Slote, & Christopher Morlan, for their invaluable guidance during this program, and my classmates, for their critique. Lastly, but certainly not least, everyone that participated in the research, development, and design processes of my thesis project. — Thank You.
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Kevin Fitzsimons (415) 531-1043
COLOPHON
DESINGER >>
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colophon
kfitzsimons24@gmail.com INSTRUCTOR >> Mary Scott CLASS >> Portfolio Design Seminar Fall 2019 SCHOOL >> Academy of Art University School of Graphic Design 79 New Montgomery St. San Francisco, CA 94105 PRINTING >> Graphic Imagery 396 Forbes Blvd. Unit D S.San Francisco, CA 94080 BINDING >> The Key Printing & Binding 1934 Park Blvd. Suite A Oakland, CA 94606
Platelet, by Conor Mangat Emigre, 1993
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TYPEFACE >>