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OBJECTIVE / The brain is divided into the two hemisphere’s, the left and right. Each hemisphere has an outer layer of grey matter called the Cerebral Cortex that is supported by an inner layer of white matter. The Corpus Callosum is what links the two hemisphere’s together by a very large bundle of nerve fibers, and also by other smaller commissures, including the anterior commussure, posterior commussiure and hippocampal commissure. This bundle of networks transfer information between the two hemisphere’s to coordinate localized functions. The construction of all these cells and nerve’s are assymetrically distributed between the two hemispheres. While some of these districution and construction differences are consistent from one person to another, many observable differences vary from individual to individual, thus being a designer that is more dominant in one area over another. Being a visual designer is taking your own natural abilities, experiences, preferences, likes and dislikes and applying them appropriately to communicate the objective at hand. The one thing that remains consistent from designer to designer is the objective, but how we solve that is completely respondent to how we are wired. Information is in everything, surrounding us on a micro level all the way to a macro level. You can approach a problem from the end to the begining or vice versa. It is being a visual designer that makes all of this information exciting and keeps me coming back for more. Taking a objective and looking at it from all directions is fascinating and always proves to teach something new about not only yourself but the world around you.

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holistic thought intuition creativity art and music fantasy visual

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BRAIN AREAS /

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FRONTAL / reasoning, planning, speech, movement, emotions, problem solving PARIETAL / movement, orientation, recognition, perception of stimuli OCCIPITAL / visual processing TEMPORAL / perception, recognition of auditory stimuli, memory, speech CORPUS CALLOSUM / connects the two hemispheres

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COLOPHON /

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COPYRIGHT@2011 MELISSA HARTLEY All rights reserved. No parts of this book may be used without the written consent of the author by any and all means. MELISSA YUKIKO HARTLEY / PHONE / 408.761.8432 EMAIL / mhartley@gmail.com WEBSITE / mhartley.com INSTITUTION / Academy of Art University DEPARTMENT DIRECTOR / Mary Scott COURSE / Senior Portfolio INSTRUCTOR / Mary Scott COVER STOCK / TEXT STOCK / Luster Finish PRINTER / Blurb BINDERY / Blurb TYPEFACE / Blender, Adobe Garamond SOFTWARE / Adobe Creative Suite PRINTER / Indigo Printer CAMERA / Canon Rebel PHOTOGRAPHY / Mary Scott

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CONTENTS /

015/ WHITE AND GREY DO MATTER 015/ A STRATEGIC MEANS OF POWER 027/ DON’T TREAD ON ME 036/ THE TIME FOR HIGH AND LOW 043/ A RUSSIAN STATE OF MIND 051/ BOMBS BRING NEW BEGINNINGS 059/ A SEA OF OPPORTUNITY 067/ THE BEGINNING OF THE END 079/ FIGHTING FOR PROFIT

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WHITE AND GREY DO MATTER.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / type conference

APPLICATIONS / book, mailer, poster

PRINTER / epson 2400

INSTRUCTOR / ariel grey

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / typography 4

PAPER / epson heavy weight matte

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FINDING THE JET STREAM.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / paper promotion

APPLICATIONS / book, poster

PRINTER / epson 2400

INSTRUCTOR / ariel grey

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / typography

PAPER / epson heavy weight matte

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A SECRET MEETING .

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / audit the fed

APPLICATIONS / installation

PRINTER / epson 2400

INSTRUCTOR / roland young

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / print

PAPER / epson heavy weight matte

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FROM THE CREST TO THE TROUGH.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / sweel convention

APPLICATIONS / book, poster, applications

PRINTER / epson 2400

INSTRUCTOR / jeremy stout

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / graphic design

PAPER / epson heavy weight matte

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RUSSIANS DO IT BETTER.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / rebranding smirnoff

APPLICATIONS / book, applications

PRINTER / epson 2400

INSTRUCTOR / todd hedgepeth

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / identity

PAPER / epson heavy weight matte

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VODKA GOT ITS CLASS BACK

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A BLOSSOMING BEAUTY .

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / rebranding hiroshima

APPLICATIONS / book, poster, applications

PRINTER / epson 2400

INSTRUCTOR / jane brown

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / identity

PAPER / epson heavy weight matte

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HIROSHIMA

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HIROSHIMA MY HIROSHIMA | HIROSHIMA DIRECTORY | CRUISE PASSENGERS | TRAVEL AGENTS | MEETING PLANNERS

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A CULTURE BY WATER.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / rebranding ocean pacific

APPLICATIONS / book, applications

PRINTER / epson 2400

INSTRUCTOR / ariel grey

TYPEFACE / vitesse ,blender

BINDERY / california office

CLASS / identity

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THE BEGINING OF A NEW START.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / rebranding ellis island

APPLICATIONS / book, applications

PRINTER / epson 2400

INSTRUCTOR / ariel grey

TYPEFACE / century gothic

BINDERY / california office

CLASS / identity

PAPER / epson heavy weight matte

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EVERY PENNY MAKES A DIFFERENCE.

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OBJECTIVE / Develop an conference based around the idea of experimental typography and design a book, schedule, mailer, name badge and poster to intrigue and engage the audience in attendance. PROCESS / In a scientific context, an experiment is a test of an idea; a set of actions performed to prove or disprove a hypothesis. Experimentation in this sense is an empirical approach to knowledge that lays a foundation upon which others can build. It requires all measurements to be made objectively under controlled conditions, which allows the procedure to be repeated by others, thus proving that a phenomenon occurs after a certain action, and that the phenomenon does not occur in the absence of the action. My approach to this project was to break down the way people think and how they approach design problems. Designer’s predominantly think either with the left side of their brain or right side of their brain. My goal was to show how each designer, left or right, would handle a given problem and the solution that would follow. The solutions that were to be discovered both lead to a visual form of communicating the same problem but with different priorities all of which make design engaging.

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PROJECT / war profiteering

APPLICATIONS / book

PRINTER / epson 2400

INSTRUCTOR / bob slote

TYPEFACE / vitesse ,blender

BINDERY / melissa hartley

CLASS / information design

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ACKNOWLEDGEMENTS

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A SHOUT OUT TO ALL WHO INVESTED

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MY SUPPORT TEAM /

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A huge thank you to all of my teachers, friends, and family that helped to me to achieve this accomplishment. Whether it was pushing me to out perform myself, listening to me rant and rave, giving me a shoulder to cry or inspiring me with your outlooks, I truly appreciate you all for who you are. I could not have done this without your support and inspiring words. Mary Scott, Roland Young, Todd Hedgepeth, Jeremy Stout, Ariel Grey, Sharron Gallant, Michael Gallant, Mike Hartley, Diana Johnson, Taylor Sanchez,

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COLOPHON

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GIVING CREDIT WHERE CREDIT IS DUE

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CREATIVE DIRECTOR / Mary Scott GRAPHIC DESIGNER / Melissa Hartley PHOTOGRAPHY / Melissa Hartley, Mike Hartley COPY WRITER / Melissa Hartley, Scott Crisp BINDERY / The Key Printing and Binding GRAPHIC DESIGNER / Melissa Hartley PHOTOGRAPHER / Melissa Hartley, Mike Hartley COPY WRITER / Melissa Hartley, Scott Crisp

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THE INTRICATE DETAILS / CASE STOCK / Melissa Hartley COVER STOCK / Melissa Hartley, Mike Hartley TEXT STOCK / Melissa Hartley, Scott Crisp LIGHTING / Phillips Halogena Lightbulbs CAMERA / Canon Rebel COMPUTER SOFTWARE/ Adobe Creative Suite CS2 COMPUTER/ MacBook Pro TYPEFACE/ Adobe Garamond, Blender


name / melissa hartley

book / left / right

03/04


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03/04

01/Bi-Latera l


name / melissa hartley

book / left / right

03/04


Spreads for 4-11