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Š 2 0 1 3 M A R S H A A D I B R ATA All rights reserved. No portion of this book may be used or reproduced in any manner without written consent of Marsha Adibrata. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.

M A R S H A A D I B R ATA www. marshadesi gn.com m arsh a .desi gn@gmai l .co m 4 1 5 8 67 3567


M O M , D A D , T H A N K Y O U F O R A L L Y O U R S U P P O R T.


DE LIN E A TION

(1,2,3)

1 ) TO R E P R E S E N T P I CTO R I A L LY; D E P I CT. 2 ) TO D R AW O R T R AC E T H E O U T L I N E O F ; TO S K E TC H O U T. 3 ) TO D E P I CT I N W O R K A N D A R T G E ST U R E ; TO D E S C R I B E .


" WE SPEND A LOT OF EFFORT TRYING TO MAKE THINGS LOOK EFFORTLESS." ­A L E X A N D E R I S L E Y

Graphic design is a structured arrangement of type and images, a delineation of various visual elements as a whole unified body. Over the years I have learned that good design is to represent with accuracy and minute attention to details, What most people are not aware of is that good design takes long hours and a lot of effort. Good design is beautiful and delineate the information it wants to convey clearly, great graphic design also looks effortless. And as Paul Rand said, design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.


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∂TABLE OFΩ TION

CONTENTS EA

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PROJECT I

REBRANDING TED HUNT -10-

PROJECT II

I M M O R TA L I Z I N G L I F E -54-

PROJECT III

PERSONALIZING COMFORT -70-

PROJECT IV

CONSTRUCTING TYPE -90-


PROJECT V

ESSENCE OF STORIES -104-

PROJECT VI

D I A RY O F LO L I TA -114-

PROJECT VII

IN THE WAKE OF DELIRIUM -134-

PROJECT VIII

M FA T H E S I S S PAW N -168-

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∂REBRANDINGΩ AR

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{Print}

FA S H I O N

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" THE DETAILS ARE N O T T H E D E T A I L S, THEY MAKE THE DESIGN." OBJECTIVE

To create a promotional event for a fashion brand, Ted Baker. The project consist of a brochure, website, poster, and a swatch book.

足C H A R L E S E A M E S

CONCEPT The idea of Ted Hunt is entirely based on the mystery surrounding Mr. Baker himself. We know that he is a debonair character who loves adventures and lives vicariously. Yet no one can really say that they have met him face to face. It is an acknowledged fact that Mr. Baker is no ordinary designer, his work and attention to detail is impeccable. But what is he like exactly? The many satisfied customers have often wondered if Mr. Baker is a real person at all. So join us in this once in a lifetime event! We will begin our own adventure in hunting the mysterious and elusive Ted Baker. And perhaps finally Mr. Baker can provide us with the answers we've been looking for.

CLIENT

TED BAKER

COURSE

PRINT 3

INSTRUCTOR

EZSTER CLARK

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TED SOCIETY SAN FRANCISCO It’s impossible to know the history of Ted Baker without studying the man behind the brand. HWMNBN (He Who Must Not Be Named) was born in 1955 in North London. In 1988, at the age of 33, HWMNBN opened his first clothing shop in Glasgow, and named it Ted Baker. The fledgling Ted Baker sold only men’s shirts at that time. He offered free dry cleaning for every shirt he sold. Unable to afford expensive advertising, He relied upon word of mouth. Two years later, in 1990, He bought a store in Covent Garden, and by 1992 had stores in Soho, London, Leeds and Nottingham. It was at this time that Ted Baker became a privately owned company. As Ted Baker fashion grew in popularity, He saw fit to add a line of women’s clothing in 1995. Soon after, Teddy Boy was introduced, clothing for boys between of five and twelve.

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∂immortalizingΩ

LIFE AR

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JOURNALISM

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" TA K I N G P I C T U R E S IS S AV O R I N G L I F E I N T E N S E LY, EVERY HUNDREDTH OF A SECOND."

OBJECTIVE To create a coffee table book about something we are passionate about. I have always chosen to work with the

MARC RIBOUD

biography and the works of LIFE magazine photographers.

CONCEPT All photographs are memento mori. To take a photograph is to participate in another person’s (or thing’s) mortality, vulnerability, mutability. Precisely by slicing out this moment and freezing it, all photographs testify to time’s relentless melt. And that is what these celebrated photographers have done, they have immortalized life.

CLIENT

LIFE MAGAZINE

COURSE

TYPE 2

INSTRUCTOR

LIAN NG

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{Identity}

SPIRIT

{Spring 2012}

EASE FREEDOM SPECIALIZED BODY

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"simplicity is the ultimate form of sophistication." OBJECTIVE ­L E O N A R D O D A V I N C I

To give a new soul to a dead or stagnating brand and explore the opportunities of what that brand can be.

CONCEPT For more than a century, Dr. Scholl’s footcare products have provided comfort to millions. He was one of the fist to led a nationwide campaign for standardized shoe sizes which was accomplished in 1905, cajoled shoemakers to manufacture a greater selection of widths than merely “wide” and “narrow”, and he was among the first retailers to sell shoes of different sizes in pairs for people whose left and right feet are of unmatched lengths or widths. From Dr. Scholl's history, it is apparent that the soul of his brand is about prioritizing his customer's comfort. Therefore this is what the project rebrand is based on, bringing 'personalized comfort'.

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CLIENT

DR. SCHOLL

COURSE

N AT U R E O F I D E N T I T Y

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2 ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

SCHOLL SEARCHING ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

The Old Dr. Scholl’s CONTEMPORARY

Footzyrolls Sketchers

Brand Analysis

Crocs Timberland

It’s often hard to tell the differences, successes and weak points in anything until it’s held up against another for comparison.

LOW PRICE

To help better understand how the Dr. Scholl’s brand will be evolving, a Brand Comparison Chart is used to analyze how the brand is stacking up against the competition. In this chart we’ll look at how the brand stacks up against two polar measures—and against the competition. The chart has been divided in to two variables. On one axis It is divided between low price and high price, on the other axis, it’s divided by contemporary and archaic.

HIGH PRICE Birkinstock Gold Bond Dr. Scholl’s Koolatron Lotrimin Compound W Pro Foot

Listed in each boxed area, are the names of Dr. Scholl’s competitors. This brand comparison chart reflects where the original and the old Dr. Scholl’s position in the market. ARCHAIC

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The new Scholl is lively, outgoing, warm, airy, fresh, and comfortable. You can spend your whole day rolling around and get tucked in to the new Scholl.

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Crafty Mom

Single Dad

Lindy is a happily married woman with 2 kids. While her children go to school, she usually spends her time with her hobby of arts and craft. She loves to decorate her home with her own personal touch, she wants to provide a safe and comfortable home for her family.

Mark is a working single dad with 2 children. His job doesn’t pay him much and he pretty much has to live paycheck to paycheck. He would love to provide a safe and comfortable environment for his sons, but right now, he has to be practical and can not afford to spoil himself and his kids.

- 40 -

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S P R I N G

2 0 1 2

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Sarah, 53

Kyle, 26

Workaholic

Unemployed

- 41 -

T E R M

P R O J E C T 1 2 3 4 5 6 7 8

Lindy, 42

I D E N T I T Y

Kyle is still looking to get a job to pay the rent. He just graduated a few years ago from his university, and now he is doing odd jobs to make ends meet. He does not believe in spending money for his own comfort, he is a very practical person and very utilitarian.

- 42 -

Sarah is a successful book editor in a big publishing company. She’s a workaholic so she works a lot of hours. She feels that because she works so hard and in a crowded environment too, at the end of the day, she wants to come home into a comfortable and peaceful environment to rest.

- 43 -

+++++++++++++++++++++++++++++++++++++++++++++++++++++++++

EVERYBODY NEEDS A LITTLE SCHOLL IN THEIR LIFE. +++++++++++++++++++++++++++++++++++++++++++++++++++++++++

3 ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

SCHOLL CHANGING ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

Pg.81


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P R O J E C T 1 2 3 4 5 6 7 8 Pg.83


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P R O J E C T 1 2 3 4 5 6 7 8 Pg.85


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x

x

8x

x x 5x

1/3x

Pg.86

1/3x

1/3x

1/3x

1/3x


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P R O J E C T 1 2 3 4 5 6 7 8 Pg.87


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Pg.88

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.89


MARSHA

ADIBRATA

PORTFOLIO

|DIAGRAMME|

SPRING

2013


∂CONSTRUCTINGΩ

TYPE

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TYPE

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{Print}

FUTURISTIC

{ Fa l l 2 0 1 1 }

POSTER ELEMENTS ARCHITECTURAL STRUCTURE

04


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D E L I N E A T I O N

Pg.92

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S E L E C T E D

W O R K S

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M A R S H A

A D I B R A T A

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T Y P E

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C A T E G O R Y

P R I N T

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2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8

"TYPOGRAPHY IS THE CRAFT OF ENDOWING HUMAN LANGUAGE WITH A DURABLE VISUAL FORM." OBJECTIVE ROBERT BRINGHURST

To experiment with various elements and structure of different typefaces.

CONCEPT These posters was an exploration in experimental typography where I explored creating my own type and juxtaposing it with eye-catching imagery and graphics. The chosen theme for these posters is using inspiration from futuristic architecture where imagination and technology merged to create a beautiful structure of function and beauty.

COURSE

TYPE EXPERIMENT

C AT E G O R Y

PRINT

INSTRUCTOR

K AT H E R I N E B L AT T E R

Pg.93


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D E L I N E A T I O N

Pg.94

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C A T E G O R Y

P R I N T

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T E R M

F A L L

2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.95


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D E L I N E A T I O N

Pg.96

0 0

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S E L E C T E D

W O R K S

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M A R S H A

A D I B R A T A

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T Y P E

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C A T E G O R Y

P R I N T

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F A L L

2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.97


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D E L I N E A T I O N

Pg.98

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S E L E C T E D

W O R K S

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M A R S H A

A D I B R A T A

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P R O J E C T

T Y P E

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P R I N T

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T E R M

F A L L

2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.99


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D E L I N E A T I O N

Pg.100

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S E L E C T E D

W O R K S

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A D I B R A T A

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T Y P E

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P R I N T

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F A L L

2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.101


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D E L I N E A T I O N

Pg.102

0 0

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S E L E C T E D

W O R K S

O F

M A R S H A

A D I B R A T A

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T Y P E

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T E R M

F A L L

2 0 1 1

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a1

a1

a1


∂RETELLINGΩ

STORIES AR

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COVER

DATE

{Print}

STORYTELLING

{ Fa l l 2 0 1 1 }

NOVEL FICTION NUANCE E V O C AT I V E

05


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D E L I N E A T I O N

Pg.106

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S E L E C T E D

W O R K S

O F

M A R S H A

A D I B R A T A

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P R O J E C T

S T O R I E S

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C A T E G O R Y

P R I N T

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T E R M

F A L L

2 0 1 1

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P R O J E C T 1 2 3 4 5 6 7 8

" A S I N G LE D REA M I S W O RTH A TH O U S A N D REA LI T I E S . " OBJECTIVE J.R.R TOLKIEN

To redesign a cover for a paperback novel of your choice.

CONCEPT This project is about choosing three paperback novels and to redesign the covers as if they were on a set sold by the same publisher. I have chosen to work with a similary themed novels to give the set a more integrated fee. Each of the paperback tell a story of separation and letting go someone that you love. The concept applied is for the cover to give a glimpse of what the story might be, using the primary element of the story without giving any of the plot away.

CLIENT

ALMADEN PUBLISHER

COURSE

TYPE COMPOSITION

INSTRUCTOR

LIAN NG

Pg.107


Pg.108


Pg.109


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D E L I N E A T I O N

Pg.110

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S E L E C T E D

W O R K S

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M A R S H A

A D I B R A T A

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S T O R I E S

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C A T E G O R Y

P R I N T

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T E R M

F A L L

2 0 1 1

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PR 2 3 4 5 6 7 8 R OO JJEECCTT 11 2 3 4 5 6 7 8 9 Pg.111


Pg.112


Pg.113


∂DIARY OFΩ AT

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CATEGORY

S U B C U LT U R E

DATE

{Print}

ETHOS

{Spring 2012}

TRADEMARK PLAYFUL VICTORIAN GOTHIC WHIMSICAL

06


-

D E L I N E A T I O N

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S E L E C T E D

W O R K S

O F

M A R S H A

A D I B R A T A

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Objective To design a type project book with a chosen subculture that existed in San Francisco Bay Area.

Concept For my chosen topic, I have always been fascinated by the lolita subculture is that can be found in San Francisco, particularly around Japan Town area. This group of people have their own dress code, their code of conduct and an ideology they live by. After conducting research and interviews, we are to design a book that will correctly portrays the look and spirit of the chosen subculture. For this book, I have decide to work with a famous illustrator in a lolita world, Francesco Amoretti.

Pg.116

COURSE

TYPE SYSTEM

C AT E G O R Y

PRINT

INSTRUCTOR

SCOTT TONG

I L L U S T R AT I O N

FRANCESCO AMORETTI


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P R O J E C T

L O L I T A

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C A T E G O R Y

P R I N T

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T E R M

S P R I N G

2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.117


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D E L I N E A T I O N

Pg.118

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A D I B R A T A

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L O L I T A

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P R I N T

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2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.119


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Pg.120

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L O L I T A

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P R I N T

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2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.121


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D E L I N E A T I O N

Pg.122

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A D I B R A T A

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P R O J E C T

L O L I T A

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P R I N T

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2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8

Pg.123


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Pg.124

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2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.125


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Pg.126

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.127


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Pg.128

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.129


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Pg.130

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A D I B R A T A

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L O L I T A

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P R I N T

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2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 Pg.131


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a1

Pg.132

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a1

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M A R S H A

a1

A D I B R A T A

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L O L I T A

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a1


∂IN THE WAKE OFΩ AT

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CATEGORY

MACABRE

DATE

{Print}

I M AG I N AT I O N

{ Fa l l 2 0 1 1 }

HORROR INNOCENCE FILMOGRAPHY FA N TA SY

07

IB

R ATA


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D E L I N E A T I O N

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S E L E C T E D

W O R K S

O F

M A R S H A

A D I B R A T A

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“ . . .T O A L L T H E M O N S T E R S I N M Y N U R S E R Y : M AY Y O U N E V E R L E AV E M E ALONE.”

Objective Create an integrated system for a fictional film festival event tha is held to honor and represent the works of director of your choice.

GUILLERMO DEL TORO

Concept In the wake of delirium is a film festival that celebrated the briliance of Guillermo del Toro in con- structing his beautiful and haunting visions on screen. The festival will be paying homage especially to 3 of Guillermo del Toro’s masterpiece, which are Pan’s Labyrinth, Cronos, and The Devil’s Backbone. These motion pictures in particular have the common thread of an innocent trying to cope with the brutality in the dark and violent world. Through his visions, Guillermo del Toro wants to emphasize how important imagination is in the real world. For del Toro, there is no difference between inner and outer reality. This willingness to confront pain and to forge his own cinematic dictionary has informed the blend of innocence and brutality that is a trademark of del Toro’s cinema.

Pg.136

CLIENT

GUILLERMO DEL TORO

COURSE

I N T E G R AT E D

INSTRUCTOR

HUNTER WIMMER

CHRISTOPHER MOORE


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P R O J E C T

D E L I R I U M

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C A T E G O R Y

I D E N T I T Y ,

P R I N T

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F A L L

2 0 1 2

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P R O J E C T 1 2 3 4 5 6 7 8 9

" T H E D E TA I L S A R E N O T T H E D E TA I L S , THEY MAKE THE DESIGN."

Objective To create a promotional event for a fashion brand, Ted Baker. The project consist of a brochure, website, poster, and a swatch book.

足C H A R L E S E A M E S

Concept The idea of Ted Hunt is entirely based on the mystery surrounding Mr. Baker himself. We know that he is a debonair character who loves adventures and lives vicariously. Yet no one can really say that they have met him face to face. It is an acknowledged fact that Mr. Baker is no ordinary designer, his work and attention to detail is impeccable. But what is he like exactly? The many satisfied customers have often wondered if Mr. Baker is a real person at all. So join us in this once in a lifetime event! We will begin our own adventure in hunting the mysterious and elusive Ted Baker. And perhaps finally Mr. Baker can provide us with the answers we've been looking for.

CLIENT

TED BAKER

COURSE

PRINT 3

INSTRUCTOR

EZSTER CLARK

Pg.137


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D E L I N E A T I O N

Pg.138

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I D E N T I T Y ,

P R I N T

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P R O J E C T 1 2 3 4 5 6 7 8 9 Pg.139


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D E L I N E A T I O N

Pg.140

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Pg.141


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Pg.142

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P R O J E C T 1 2 3 4 5 6 7 8 9 Pg.143


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Pg.144

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P R O J E C T 1 2 3 4 5 6 7 8 9 Pg.145


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Pg.146

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Pg.148

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Pg.151


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Pg.154

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Pg.156

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CATEGORY

A Q U A C U LT U R E

DATE

{ M FA T h e s i s }

S U STA I N A B L E

{Spring 2013}

08

E D U C AT I O N AWARENESS COMMUNITY OPPORTUNITIES H E A LT H

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"AQUAC U LT U RE COULD BECOME THE M O ST SUSTAIN ABLE S OU RC E O F PROTEIN F OR H U MA NS." OBJECTIVE MFA thesis project about creating an awareness of the importance of domestic aquaculture industry in the US. MARC RIBOUD

CONCEPT Fish farming or aquaculture has a bad reputation in US, the aquaculture industry in the US has fallen alarmingly behind other countries. Even though US represents the second largest seafood market in the world, only 5% of the seafood consumed in US came from domestic aquaculture, 91% is imported from all around the world and yet half of the seafood imported came from foreign aquaculture as well. In short, US is a major consumer of aquaculture products yet a minor producer. This project is about awareness and educating the public of the benefits of having a strong domestic aquaculture in the United States.

CLIENT

S PAW N

COURSE

M FA T H E S I S

INSTRUCTOR

PHIL HAMLETT, BOB SLOTE

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–Smart Fish Farming–

SPAWN MENU P R O J E C T 1 2 3 4 5 6 7 8

FRESH AND HEALTHY LOCAL SEAFOOD PRODUCTS In collaboration with SPAWN.ORG

BAKED CLAMS WITH BACON Sweet clams with smoky bacon and breadcrumbs.

SMOKED STURGEON Crispy, savory pancakes topped with smoked sturgeon

CRISPY-SKIN COHO SALMON A robust sauce and Chinese style stir-fried vegetables.

SHRIMP SAUTÉ Sweet shrimp cooked with white wine and lemon.

ROASTED COHO SALMON Roast salmon fillets topped with mustard and lemon .

MANILA CLAMS SPAGHETTI Pasta studded with fresh asparagus and delicate clams

SPAWN IS A NO N PRO FIT O RGANIZATIO N DEDICATED TO P ROMOTE RESP O NSIBLE AQUACULTURE IN THE U.S .

www.spawn.org

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THANK YOU

DE

LINE

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IO

AR

IB

M

RATA

N—

To all my brilliant instructors who have helped me get to where I am today, thank you for your constant guidance and encouragement during my studies: Phil Hamlett, Mary Scott, Hunter Wimmer, Bob Slote, Eszter Clark. To my ever-patient Mom and Dad who have always believed in me and enable my studies here. To my friends and fellow classmates, thank you for putting up with my breakdowns and for helping me survive all my deadlines by being supportive, and special thanks to Rit and Stephanie for their help in completing this portfolio.

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PORTFOLIO

I N S T R U C T O R

MARY SCOTT

P R I N T E R

GIANT HORSE PRINTING, SOUTH SAN FRANCISCO

B I N D E R Y

TA U R U S B I N D E R Y, S A N F R A N C I S C O , C A

THE KEY PRINTING AND BINDING, OAKLAND, CA

C O V E R S T O C K

K I D S K I N C O AT E D PA P E R

T E X T S T O C K

FINCH FINE ID, 100LB TEXT

T Y P E F A C E S

D I N N E X T LT P R O , B E N T O N S A N S

S O F T W A R E

A D O B E P H O T O S H O P, I N D E S I G N , L I G H T R O O M

P R I N T E R

HP INDIGO 5000

A D I B R A T A

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Delineation  

MFA portfolio by Marsha Adibrata

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