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CHAOTICALLY SIMPLE MY SELECTED WORK

LANEY NEWTON CHAOTICALLY SIMPLE

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CHAOTICALLY SIMPLE

Laney Newton

Chaotically Simple

MY SELECTED WORK

LANEY NEWTON


CHAOTICALLY SIMPLE MY SELECTED WORK

LANEY NEWTON CHAOTICALLY SIMPLE

TITLE PAGE


Copyright Š 2018 Laney Newton all rights reserved. No parts of this book may be reproduced or transmitted in any form or in any means including photocoping, recording or other electronic or mechanical methods without written permission. Academy of Art University Graphic Design Department 79 New Montgomery St. San Francisco, CA 94105


CHAOTICALLY SIMPLE

Laney Newton _Graphic Designer 845.242.2444 laneynewton@gmail.com laneynewton.com

THIS IS ME

COPYRIGHT

That is what I want this body of work to show, that like Bob Dylan, and many other great designers and artists I am inspired by many things in my life. My eccelctic body of work will demonstrate this. My ecelctic body of work will reflects my adaptability, versatility, and ambidexterity.

MY SELECTED WORK

In interviews there is the common question that is asked, "What makes you different from all the other candidates?" I love this question. My answer is that I am not just a graphic designer. I am also an artist, a woman, a global soul, a pizza lover, an adventurer, an athlete, a music lover who's tone deaf...etc

LANEY NEWTON

I paint mostly from real life. It has to start with that. Real people, real street scenes, behind the curtain scenes, live models, paintings, photographs, staged setups, architecture, grids, graphic design. Whatever it takes to make it work. —Bob ­­ Dylan


CHAOTICALLY SIMPLE

Chaotically Simple _Portfolio _Concept Gratitude unlocks the fullness of life. It turns what we have into enough, and more. It turns denial into acceptance, chaos to order, confusion to clarity. It can turn a meal into a feast, a house into a home, a stranger into a friend. — Melody Beattie

Instructor Mary Scott Semester Spring 2018 Keywords Free Spirit Organized Clarity

CHAOTICALLY SIMPLE

Course Design Seminar / Portfolio

PORTFOLIO CONCEPT

Academy of Art University Graphic Design Department 79 New Montgomery St. San Francisco, CA 94105

MY SELECTED WORK

I had to discover the confusion into clarity and organized chaos. This transformation was definitely a moment that is shown through my work and I only know that I will keep improving. I will keep trying to find the right balance that is my choatic mind and spirit with my organized lifestyle.

LANEY NEWTON

The quote by Melody Beattie resonated with me because it is a written form of my journey at the Academy of Art University. I want to thank my family, friends, and professors who have helped me to the finish line of this journey. The second part of the quote talks about turning chaos to order and confusion to clarity. I titled my selected work, Chaotically Simple because at the beginning of my journey at the Academy of Art University that is how one of my professors described my work. I had to accept and embrace my design style in order to create the best work possible.


CHAOTICALLY SIMPLE

Table of Contents 01: The Ultimate Deception p.12 02: Pullman p.36 03: Bedlam p. 48 04: Ocean Beach p. 84 MY SELECTED WORK CHAOTICALLY SIMPLE

TABLE OF CONTENTS

06: Under The Bridge p. 112

LANEY NEWTON

05: Kona Brewing Co. p. 100

07: Holi p. 128 08: Moovit p. 168 09: MFA Thesis: House Party p. 184


CHAOTICALLY SIMPLE

The Ultimate Deception _Print _Digitial _Environmental _Packaging

MY SELECTED WORK THE ULTIMATE DECEPTION

PROJECT ONE

We are only falsehood, duplicity, contradiction; we both conceal and disguise ourselves from ourselves. —Blaise Pascal

LANEY NEWTON

Poster Website App Environmental Signage Books Packaging

Objective This project was about picking a director and creating a film festival based on that particular director's film style. The project includes many different deliverables and is about creating a brand and then showing how it works across multiple forms of deisgn. Approach The director that I chose was Steven Soderbergh. The trouble with Soderbergh is that he doesn't really have a unique style to his films. But that is what drew me to him becuase he doesn't have a distinct style. So the theme, or "soul," of the project had to be based on the majority of the kinds of films that he directs. The theme that I discovered was that everything and everyone may not be what they seem. Course Integrated Communications

Semester Fall 2016 Keywords Duplicity Artifice Deceit Falsehood

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Instructor Hunter Wimmer


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Belasco Thea NY, NY 5/11– 5/15


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CHAOTICALLY SIMPLE

Living Greens _Print _Digitial Website Poster Brochure App

MY SELECTED WORK

LANEY NEWTON

LIVING GREENS

PROJECT TWO

Natural is impersonal, aweinspiring, elegane, eternal. It's geometrically perfect. It's tiny and gigantic. You can travel far to be in a beautiful natural setting, or you can observe it in your backyard - or, in my case, in the trees lining New York City sidewalks, or in the clouds above skyscrapers. —Gretchen Rubin Objective To find a handwritten sign and redesign the brand only using the information based on the handwritten sign. Approach I found a chalkboard sign drawn by one of the employees at Living Greens, Living Greens is a juicing company based in San Francisco, CA. We had to rebrand the company and see how the new brand can be applied to a multiple forms of communication. As the solution to the problem I designed a brochure, a website, am app, and a poster series. I found that the illustrations that I painted created a fresh appeal, Mixed with the photography and handwritten type it brings that homemade feel. Course Visual Literacy

Semester Spring 2015 Keywords Fresh Homemade Juicy Natural

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Instructor Hunter Wimmer


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CHAOTICALLY SIMPLE

The Pullman Car Company _Print _Digitial _Environmental Website Environmental Signage Books

Instructor Hunter Wimmer Semester Fall 2017 Keywords Comfort Journey Travel

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Course The Nature of Identity

PROJECT THREE

Currently, The Pullman Car Company's brand has been shortened to Pullman and is a hotel chain in Europe. I took this idea of luxury and comfort along the journey and expanded it to an institute, a community, and elite program, products, and cuisine.

THE PULLMAN CAR COMPANY

Approach The company that I chose was The Pullman Car Company, founded by George Pullman. The Pullman Car Company manufactured luxury railroad cars in the mid-to-late 19th century through the early decades of the 20th century. At the time The Pullman Car Company operated most of the railroads in the United States. The company's commitment to luxury and comfort has carried forth to who they are today.

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Objective To find a brand that is dead, dying, or defunct and rebrand it through creating a new logo, altering the name, and creating a new place of where the company should go.

LANEY NEWTON

Most people would rather sit on a plane for two hours than spend two days on a train, but there's nothing comparable to taking a relaxing rail journey with your family or good friends. —John Paul DeJoria


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LANEY NEWTON THE PULLMAN CAR COMPANY

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CHAOTICALLY SIMPLE

Under The Bridge _Print Poster

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PROJECT FOUR

Objective To pick a song and create a poster to visually represent what the song means to me.

LANEY NEWTON

Sometimes I feel Like I don't have a partner Sometimes I feel Like my only friend Is the city I live in The city of angels Lonely as I am Together we cry —Under the Bridge, Red Hot Chili Peppers

Approach To get to the end deliverable of a poster there were a few steps that had to be taken. The first step was to pick a song. I chose the Red Hot Chili Peppers, Under the Bridge, because when I was living in Los Angeles, this song really resonated with me. I then had to design multiple styles and sizes of type and imagery that I want to use to represent the song. I then had to print the type and imagery onto transparencies to be used on a projector. I then took lots of photos of what the transparencies projected as well as what was on the projector. I used household items to create some textures over the transparencies.

Course Type Experiments Instructor Stanley Zienka Semester Spring 2017

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Once I had lots and lots of photos I used them to design a poster and then added some graphic elements and type to make it a finished piece.


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CHAOTICALLY SIMPLE

Bedlam _Print Poster People who make no noise are dangerous. —Jean de La Fontaine

MY SELECTED WORK BEDLAM

PROJECT FIVE

Approach The concept that I landed on was based on the definition of the word that I chose. The word was bedlam: a loud and confusing noise. A scene or state of wild uproar and confusion. An insane asylum or madhouse, particularly the Hospital of St. Mary of Bethlehem in London, England. Bedlam was the popular name for the hospital in Bethlehem, which served as a lunatic asylum from circa 1400. Just picture the loud and confusing screams of the confused patients of the Hospital of St. Mary of Bethlehem. Based on the definition I created a pattern visually representing sound which ends in a loud and chaotic manner.

LANEY NEWTON

Objective This project was about taking a word from a short list of words and conceptualizing a poster to visually represent that word. The poster had to include type and had to be in pure black and white. It did not have to include an image but it could.

Course Type Experiments Instructor Stanley Zienka Semester Spring 2017 99 / 211

Keywords Noise Chaos Sound Loud Turbulence Turmoil Havoc Disruption


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CHAOTICALLY SIMPLE

With Every Step _Print Book The beach is definitely where I feel most at home. It's my oxygen. I forget how much I need it sometimes when I'm away working. —Behati Prinloo

WITH EVERY STEP

PROJECT SIX

Course Type Experiments

MY SELECTED WORK

Approach The topic that I chose was about Ocean Beach here in San Francisco. I wasn't raised near a beach, growing up in New York, but I have always felt a sense of connection with the sun, sea, and sand. It is one of the things that got me to move out to California five years ago. I currently live near Ocean Beach and I wanted to learn more about the flora and fauna, the sea life, tidal patterns, and the sense of community around Ocean Beach. This book is one of my favorite pieces of work that I have ever designed because it is of my home.

LANEY NEWTON

Objective This project was to create a book on any subject that we wanted. We needed to be able to include our own written copy, images, and infographics.

Instructor Stanley Zienka Semester Spring 2017

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Keywords Calm Bright Warmth Family Friends Home Local Natural


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CHAOTICALLY SIMPLE

Kona Brewing Co. _Packaging Beer Packaging

Instructor Thomas McNulty

KONA BREWING CO.

Course Packaging Design 3: Advanced 3D Branding

PROJECT SEVEN

Approach I chose the Kona Brewing Co. and I gave it a little twist by introducing a cannabis element to it. I created a six pack of cannabis beer, one bottle of an alternate flavor of a cannabis light beer, and one growler. For this project, I had to do a lot of research on cannabis and beer products. In order to keep it that Hawaiian vibe I had to understand the lightness, coolness, and vibrance of the Hawaiian culture.

MY SELECTED WORK

Objective To repackage a set of deliverables from a beer or wine company.

LANEY NEWTON

I can't even speak Hawaiian, but if you go there and listen to a Hawaiian song, you get captured because its so beautifyl, like the melody is just gorgeous and you know Bob Marley is on the radio evey single day. It's very reggae-influenced down there. Basically, you haven't been to paradise if you haven't been to Hawaii. —Bruno Mars

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Keywords Local Natural Community Bright Sunny Vivid Fun Relaxing Unwind Recline


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CHAOTICALLY SIMPLE

Colors of Life _Print Magazine Spreads Color is a power which directly influences the soul. —Wassily Kandinsky Objective To find an article and redesign it

MY SELECTED WORK COLORES OF LIFE

PROJECT EIGHT

I found the writers experience in India for the Holi festival to be quite specatacular and make the reader truly feel like they are there. The imagery of the article was also really beautiful, but the laYout of the article didn't give the feeling that the writing did. It was too clean and too stiff so I made it really all about the color.

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Approach The article that I found was titled "The Meaning Behind the Many Colors of India's Holi Festival," written by Victoria Finlay for the Smithsonian Journeys Quarterly.

Course Type Experiments Instructor Stanley Zienka Semester Spring 2017

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Keywords Bright Colorful Rich Vibrant Energetic Lively Festive Stimulating Joyous Jubilant Exuberant


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CHAOTICALLY SIMPLE

A Smooth Journey _Print _Book Press forward. Do not stop, do not linger in your journey, but strive for the mark set before you. —George Whitefield Objective To rebrand a tech startup MY SELECTED WORK

LANEY NEWTON

A SMOOTH JOURNEY

PROJECT NINE

Approach I was talking to the marketing team and they had written down guidelines of where they want to take the company. I then worked with the marketing team and with a design team of my own to create a set of visual guidelines to partner up with the marketing guidelines. These visual guidelines are explained in a brand book. This brand book led to the creation of a new website and app design for the company. Company Moovit Position Lead Designer Timeline 2015-2016

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Keywords Smooth Journey Ease Transport Continuous Effortless Uninterrupted Regular Daily Routine Unique Personal Route


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CHAOTICALLY SIMPLE

MFA Thesis: House Party _Print _Packaging _Digital

MY SELECTED WORK MFA THESIS: HOUSE PARTY

PROJECT TEN

One of the penalties for refusing to participate in politics is that you end up being governed by your inferiors. —Plato

LANEY NEWTON

Posters Flyers Website App Lanyards Mailing Packaging Invitations

Objective To encourage young Americans to become more interested in political issues through social activities. Approach To create an online forum where young Americans can meet each other, in person, at various kinds of events to discuss politics in a fun and engaging way. An app will provide chat and location capabilities between party members. A social media campaign using emojis will create a virtual handshake between party members and politicians. Lastly, a party pack that will include posters, flyers, invitations, markers, hats, and t-shirts will help the event party planners to create a visually engaging event.

Instructor Anitra Nottingham Timeline 2015-2018 Keywords Engaging Powerful

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Course Thesis Track


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CHAOTICALLY SIMPLE

Acknowledgements _Thank You! I would like to thank my family and friends for providing me with the much needed support throughout my time at the Academy of Art University.

MY SELECTED WORK CHAOTICALLY SIMPLE

ACKNOWLEDGEMENTS

Lastly, I would like to thank my instructors. Hunter Wimmer, Anitra Nottingham, Mary Scott, and Stanley Zienka were supportive, encouraging, inspiring in guiding me through this journey.

LANEY NEWTON

I would like to thank my fellow classmates, they helped me learn the ropes quickly. Coming from not knowing what Indesign was and learning how to design, print, and make a book was a life changing experience.

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CHAOTICALLY SIMPLE

Colophon School The Academy of Art University School of Graphic Design and New Media Student Laney Newton Class Design Seminar/Portfolio MY SELECTED WORK CHAOTICALLY SIMPLE

COLOPHON

Portfolio Book Chaotically Simple

LANEY NEWTON

Instructor Mary Scott

Photography Laney Newton Mockups Book Bindery Blurb Cover Image Wrap Matte Finish Paper Proline Uncoated 100# Typeface Courier Prime Software Adobe Creative Cloud Contact laneynewton.com 845.242.2444 laneynewton@gmail.com 207 / 211


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