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Notions

DA R A W E I N B E R G | M FA P O R T F O L I O


DAR A WEINBERG

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Š 2012 Dara Weinberg. All rights reserved. School Academy of Art University Student Dara Weinberg Telephone 818.400.6705 Email dara.n.weinberg@gmail.com Website dara-weinberg.com Course Portfolio Seminar Instructor Mary Scott Book Title Notions Book Size 8.5 x 11.75" Printing Graphic Imagery, South San Francisco Paper Cougar Opaque Smooth 100lb Text Bindery The Key Printing and Binding, Oakland Photography Dara Weinberg Typefaces Bauer Bodoni & Akzidenz Grotesk Software Adobe Creative Suite 6.0

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NOTIONS


I ntrod u c tion

Notions THOUGHTS | IDE AS Introduction A designer’s process is most always informed by his or her background. After receiving my BFA in costume design, followed by a six-year career in the field, I ultimately landed in graphic design because I was drawn to its balance between conceptual thinking and artistic craft. In sewing, notions is a collective term for a variety of small objects. This can include items such as buttons or ribbon, along with small tools like seam rippers, thread or pins. In design, the details or tools we use are defining elements of the process. What ties the details together is the development of a designer’s notions — our ideas — into robust, viable concepts.

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CONTENTS

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T H A N K YO U p. 168

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e you spend 're casting a kind of world want.” — ANNA LAPPE

M FA T H E S I S | D R E S S C O D E

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MFA Thesis DR E SS CODE Category

Brief

IDENTITY DESIGN, WEB DESIGN

Course MFA THESIS

Instructors MICHELE RONSEN MANDANA MACPHERSON

Choose a problem to solve with graphic design. Perform extensive research over the course of several semesters, and create a robust solution that is both conceptually and aesthetically proficient.

Solution

HUNTER WIMMER PHIL HAMLETT

Date S U M M E R 2 0 11 — F A L L 2 0 1 2

While the quest for sustainability has taken most of the world by storm, it has yet to reach the fashion world in a truly pervasive way. Quantity consistently wins out against quality, as shoppers continue to buy exponential amounts of poorly made clothing that falls apart in less than a year, only to be discarded shortly thereafter. This practice is neither economically nor environmentally sustainable, yet the cycle only seems to quicken. Dress Code seeks to pave the way for a widespread movement of conscious consumerism in the fashion world. It provides the tools and resources — both physical and digital — that make this mindset easy, fun, and covetable to take part in. The website provides tutorials, quizzes, infographics, challenges and maps that encourage user involvement on and off the computer. A kit sold on the site provides products and tutorials that aid in clothing maintenance, promoting longevity and the importance of appreciating the clothing one owns.

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Defining the Problem When I first decided to tackle America's overconsumptive approach to fashion, my background in costume design gave me a head start. Terms such as bias, ruching, interfacing or seam allowance — largely unknown to the average modern American — are second nature to me. I hadn't delved very deeply into research, however, before I discovered that what I knew about the fashion industry barely covered the tip of the iceberg.

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The Opportunity Gap Extensive research and a self-initiated survey of 400 participants yielded two undeniable conclusions. First: most American consumers only understand the ramifications of fast fashion on the most cursory of levels, and that knowledge isn't deterring them from shopping for and disposing of their clothing wastefully. Second: nearly all the literature and websites I found that tackled the issue were (i) 300-page tomes that required hours of absorption; (ii) initiatives put forth by organizations like Greenpeace that are not necessarily on the average fashion consumer's radar; or (iii) heavily ornamented, poorly designed publications and online presences that came across as homemade, out of touch and hippie-dippy. It became clear what was missing: a resource and call to action whose form and aesthetic feels relevant to the fashion consumer. Something that draws the user in with its clean, fashion-forward look and feel, and keeps them there with engaging content. Something universally accessible, and mainly digital. Dress Code was born.

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F r o m Q u a l i t y to

QUANTIT Y FOR HUNDREDS OF YEARS, CLOTHING WA S HANDM ADE O R TA ILO R ED.

BE C O M I N G A FA S T FA S H IO N N A T IO N

S TO RE-BO U G HT CLOTHING B E C A M E I N C R E A S I N G LY AVA I L A B L E A F T E R 1 9 0 0 .

2012

2012

PIECES OF CLOTHING

T H E 3 R E TA IL ER S WITH H I G HE S T

B O U G H T B Y T H E AV E R AG E

VA LU E I N T H E R EC E S S I O N :

CONSUMER IN A YEAR:

H&M

6 4 (OR 1 PER WEEK )

WAL M ART ZARA ( F O R E V E R 2 1 I S P R I VAT E LY H E L D)

2011

1900

TA RG E T H A S O PENED 1 , 3 3 0 U S A

PERCENT EARNINGS SPENT ON CLOTHING: 15%

1929

LO C ATI O N S S IN CE 1 9 9 1

2009 PERCENT EARNINGS

WORK OUTFITS OWNED BY MIDDLE CLASS MAN: 6 WORK OUTFITS OWNED BY MIDDLE CL ASS WOMAN: 9

1955

SPENT ON CLOTHING: 3%

A M ER I C A N-M A D E A PPA R EL

INDUSTRY & L AUNCHES “ STEAL

BOUGHT IN USA: 90%

OF THE MONTH” SECTION

VOGUE M AGA ZINE SHOCKS

IN 1990: 50% IN 2012: 3%

1962

2005

J CPENNE Y H A S LO C ATI O N S

THE PRAC TICE OF SL ASHING

1999

I N A L L 5 0 S TAT E S , PAV I N G T H E WAY F O R D I S C O U N T C H A I N S :

PRICES REACHES NEW HIGHS. D EPA R TM EN T S TO R E M ERCH

G A P O PEN S 570 LO C ATI O N S

K M A R T & TA RG E T FO U ND ED.

PURCHASED ON SALE: 60%

IN JUST ONE YE AR. OTHER R E TA IL ER S , SU CH A S ED D IE BAUER AND A MERICAN EAGLE, FOLLOW SUIT.

1983

1996

S TA R T S A B O OM O F S A L E S A ND

SHARON STONE WE ARS HER

MARKDOWNS. PRICE BECOMES

FA MO U S G A P T U R T L EN ECK /

PA R A MO U N T, A N D I S S EEN FA R

VA L E N T I N O S K I R T O U T F I T AT

MORE THAN STYLE IN ADS.

T H E O S C A R S . FA S T FA S H I O N O F F I C I A L LY A C C E P TA B L E .

1994

1989

O L D N AV Y D E B U T S , B R A N D I N G

ZARA , FORERUNNER OF THE

C H E A P, B A S I C C L O T H I N G W I T H

FA S T FA S H I O N I N D U S T R Y,

S H I N Y , C A N D Y- C O L O R E D A D S

OPENS ITS DOORS IN THE US.

A N D PACK AG IN G .

1 9 9 0 ’s D EPA R TM EN T S TO R E S B EG IN TO LO S E R E L E VA N C E , T U R N I N G I N TO G E N E R I C C H A I N S T H AT B A R E LY R E S E M B L E T H E I R F O R M E R S E LV E S .

F r o m Q u a l i t y to

QUANTIT Y It may be hard to believe that in less than a ce n t u r y, w e h a ve g o n e f ro m p u rc h a s i n g 9 w o r k o u t fi t s a l l y e a r t o b u y i n g a n a v e r a g e o f o n e i t e m of cl ot hin g p e r day. T hat l e s s t ha n 25 yea r s a g o, half of all the clothing we bought was made in America, and now nearly 100% of what we buy has been imported from factories overseas.

As the 20th centur y progressed, price became king. Quality of fabric and craftsmanship became an af terthought at best. Clothing was produced more quickly and cheaply as consumers demande d b e t t e r d e a l s , T o d a y , w e s p e n d a n i n fi n i t e s i m a l portion of our budget on clothing, yet we buy twice or three times as much as we did 100 years ago.

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Washed T H I S T I M E T O M O R R OW Category

Brief

BOOK DESIGN

Course E X P E R I M E N TA L T Y P O G R A P H Y

Instructor S TA N Z I E N K A

Date S P R I N G 2 0 11

044

For one week, observe the goings-on in your daily life. Choose one event or moment to document in the form of a book. Use experimental typography to communicate the emotion of the event.

Solution My roommate was moving in with her boyfriend, so I chose to document the moving process. I used photos I had taken when we'd first moved into the apartment a year and a half prior, in addition to photos I took during her packing and moving process, finishing with photos inside their new apartment. Lyrics from the song "This Time Tomorrow," by The Kinks, helped tell the story and provided a title for the book. Display typography was watercolor painted by hand, to add to the personal and intimate feeling of the event.


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Splintered F R E E R A D I C A L S F I L M F E ST I VA L Category

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I D E N T I T Y, B O O K D E S I G N , W E B , PAC K AG I NG

Course I N T EG R AT E D C O M M U N I C AT I O N S

Instructor CHRISTOPHER MORLAN

Date S P R I N G 2 0 11

Concept and design all elements of a film festival honoring the director of your choice. Uncover a common thematic "thread" running through your director's films, and design all elements around that concept. Deliverables include: catalog book, poster, DVD packaging, promotional materials including ad signage and merchandise, tickets, and a website.

Solution Miloš Forman was faced with adversity from a young age, losing both parents to the Nazis in Czechoslavakia. Perhaps consequently, the protagonists in his films tend to take on the role of the misunderstood maverick. This is particularly true in the case of the four films featured in my film festival: Amadeus (Wolfgang Amadeus), One Flew Over the Cuckoo's Nest (R.P. McMurphy), The People Vs. Larry Flynt (Larry Flynt), and Man on the Moon (Andy Kaufman). I titled the festival Free Radicals: Taking the Path of Most Resistance in the Films of Miloš Forman. Imagery of breaking materials, such as shattering glass, splintering wood, and a mallet coming through a brick wall was used throughout, augmented by jarring graphic elements. Packaging and promotional materials relied strongly on reflective black lucite and engraved wood.

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Brief

I D E N T I T Y, B O O K D E S I G N

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

Instructor HUNTER WIMMER G A S T O N YA G M O U R I A N

Date F A L L 2 0 11

Find a brand that is dead, dying or defunct, and identify its essence. Based on what you distill, initiate a full rebranding. Create brand extensions that catapult it into an entirely new category, while remaining true to the brand essence.

Solution Members Only is a fashion brand, most overwhelmingly known for the signature cotton bomber jacket that caused its popularity to skyrocket in the 1980's. It has since become a joke, relegated to ironic hipster dress. Upon researching the brand, I discovered very little information about its beginnings, and next to no information about any Members Only products outside the ubiquitous jacket. This shroud of secrecy, coupled with the brand’s original goal of embodying the essence of exclusivity and cool, informed my rebranding concept. I took a satirical approach to the project, and reimagined Members Only as an opulent gentlemen’s club and secret society. I did extensive research on exclusive country clubs and secret societies, such as Skull and Bones and the Freemasons. The secret coded language implemented by the Freemasons inspired me to create my own glyph-based alphabet, decipherable by a master key.

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M E M B E R S O N LY

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F A L L 2 0 11

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DAR A WEINBERG

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MFA PORTFOLIO

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

P ro j e c t

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M E M B E R S O N LY

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS

Designing the Alphabet I loosely based the alphabet I designed for Members Only’s secret language on a cipher system that is used by the Freemasons, a similarly impenetrable secret society. I created a series of keys which serve as a base for the ciphers that make up the alphabet. To learn how to read it, Members refer to decoder rings that come in their membership kit, along with these keys, which can be lined up to create a graphic pattern.

092


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

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M E M B E R S O N LY

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F A L L 2 0 11

/6

/2

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/1

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093


abo. Uptaquatis a olecte doluptatur, DAR A WEINBERG ccabor ernam, quis e molut eos rem dolen-

ium niandaeperum amus es iur saectenrchici quassit, s viderernat.Fugit andanime ius, sanissint, quam t, il idel idit molis dolupta corrorb is es ma delistet olor abo. Nem facil et lant magnatquam um quisit fugiax et poriorioris et odit diciaepta sti con comnis o modionet hillore it mo to mintion teceped ut vit oluptate voluptate licturibusa cus enihil il is solor t lacea exceate mporia ri voluptatur? igent ommodi tem doluptas ab orum des quias am ibusamet, tetur s mi, el inti omnised mossiminctem s voleser ovideli volutas magnis et s molori debit, quo el maio. Agnimolor pratem ex eostrunte olenisqui doles doum as inus dundiguam ea quas nonsequi s eossus.Dus eturuptatio corepelict ad o que nonseque nos s repel idusam et ndit min nes derum ulpa quodit ute loribus dolut is a sinis asperchil uam, ipidi alit hil ent lita crestrum

as aut illa sinis asum dem et quam, ipidi i tem as rent lita rest invernatum it hil idebisqui strum la derum

as aut illa sinis asum dem et quam, ipidi 094 i tem as rent lita rest invernatum

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

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DAR A WEINBERG

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

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M E M B E R S O N LY

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DAR A WEINBERG

098

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MFA PORTFOLIO

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

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M E M B E R S O N LY

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


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

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M E M B E R S O N LY

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DARA WEINBERG

10 2

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MFA PORTFOLIO

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NOTIONS


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

P ro j e c t

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M E M B E R S O N LY

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F A L L 2 0 11

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


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

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M E M B E R S O N LY

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


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

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M E M B E R S O N LY

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DAR A WEINBERG

108

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MFA PORTFOLIO

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NOTIONS


TYPE COMPOSITION

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MINI BIKE CABARET

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S P R I N G 2 010

05

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DARA WEINBERG

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MFA PORTFOLIO

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NOTIONS


TYPE COMPOSITION

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MINI BIKE CABARET

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S P R I N G 2 010

Chained MINI BIK E CA BA R ET Category

Brief

POSTER DESIGN

Course TYPE COMPOSITION

Instructor M I C H A E L S A I N ATO

Date S P R I N G 2 010

Design a poster and fold-out brochure for a performance by the dance troupe of your choosing. The event must include multiple performances, and the brochure must include an order form and background information.

Solution The Derailleurs are a punk rock "bike dance" troupe. A little bit burlesque, a little bit rock n' roll, and a little bit circus act, the troupe wears black and turquoise, sporting fishnet stockings under converse and studs. Their name refers to the prop each dancer heavily employs in her performance: a gold BMX bike. For the Mini Bike Cabaret, headlined by the Derailleurs and backed up with performances from burlesque dance troupes and a variety of DJ acts, I created a photographic tableau with feather boas, sparkly fishnets, and studded accessories, rounding it out with typography and rules constructed out of bicycle chain and turquoise sequins.

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DARA WEINBERG

112

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MFA PORTFOLIO

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NOTIONS


TYPE COMPOSITION

P ro j e c t

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MINI BIKE CABARET

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SPRING 2010

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11 3


DAR A WEINBERG

114

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MFA PORTFOLIO

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NOTIONS


TYPE COMPOSITION

Project

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MINI BIKE CABARET

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S P R I N G 2 010

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11 5


DAR A WEINBERG

11 6

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MFA PORTFOLIO

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NOTIONS


T YPE SYSTEMS

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UNDER THE R ADAR

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F A L L 2 0 11

06

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS

Scrapped U N DE R T H E R A DA R Category

Brief

BOOK DESIGN

Course

Create a narrative book on the topic of your choosing.

T YPE SYSTEMS

Instructors BRENDAN CALLAHAN A R V I R A Q U E L- S A N T O S

Date F A L L 2 0 11

118

Solution Under the Radar is the story of my family's experience in the Holocaust. Broken into five sections, the stories of my great grandfather, grandparents and aunt, great aunt and great uncle are all told individually until their very separate paths collide at the end of the war. Their story is told as impartially as possible, maintaining a personal feel through images of old photos, letters, ration cards and objects from the war. I created original illustrations to supplement these.


T YPE SYSTEMS

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UNDER THE R ADAR

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F A L L 2 0 11

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


T YPE SYSTEMS

Project

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UNDER THE R ADAR

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F A L L 2 0 11

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


T YPE SYSTEMS

Project

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UNDER THE R ADAR

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F A L L 2 0 11

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DAR A WEINBERG

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MFA PORTFOLIO

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T YPE SYSTEMS

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NOTIONS


T YPE SYSTEMS

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MFA PORTFOLIO

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T YPE SYSTEMS

Project

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


E X P E R I M E N TA L T Y P O G R A P H Y

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SWIMMING SONG

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S P R I N G 2 0 11

07

Project

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DARA WEINBERG

13 2

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MFA PORTFOLIO

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NOTIONS


E X P E R I M E N TA L T Y P O G R A P H Y

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SWIMMING SONG

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S P R I N G 2 0 11

Submerged SW I M M I N G S O N G Category

Brief

POSTER DESIGN

Course E X P E R I M E N TA L T Y P O G R A P H Y

Instructor S TA N Z I E N K A

Date S P R I N G 2 0 11

Choose a song, and express its tone and emotional resonance visually in the form of a poster.

Solution To express the calm, unshackled feeling I get from Swimming Song by Loudon Wainwright III, I projected photographs of bodies of water and people swimming in lakes onto a wall and layered these with transparenciese printed with typography, blowing bubbles as photos were taken. These photos ultimately made up the body of the poster.

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DARA WEINBERG

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MFA PORTFOLIO

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NOTIONS


E X P E R I M E N TA L T Y P O G R A P H Y

P ro j e c t

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SWIMMING SONG

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DAR A WEINBERG

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MFA PORTFOLIO

NOTIONS

GENRE

The first time I heard the song was in 2007. I was on a drive down to a Los Angeles

Loudon Wainwright III

Folk

beach one summer night. A friend and I were just about to go for a night swim. We

RELEASED

LENGTH

ARTIST

1973

136

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2:27

had the highway to ourselves. The feelings of possibility and abandon that I had in the car on that night were echoed perfectly in the song, and they are still conjured whenever I hear it.


E X P E R I M E N TA L T Y P O G R A P H Y

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MFA PORTFOLIO

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NOTIONS


MOTION GRAPHICS

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McSWEENEY'S

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S P R I N G 2 012

08

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MFA PORTFOLIO

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MOTION GRAPHICS

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McSWEENEY'S

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S P R I N G 2 012

Traveled M c SW E E N E Y 'S I PA D C OV E R Category

Brief

MOTION GRAPHICS

Course MOTION GRAPHICS

Instructor COLIN SEBESTYEN

Date S P R I N G 2 012

Create an animated ipad cover for a fictional McSweeney's Quarterly issue entitled Trying, Trying, Trying, Trying, Trying: Tales of Exploration in Travel.

Solution McSweeney's is known for its eclectic design aesthetic, so I opted to use line drawings to take the user on a short journey to the issue title. The user is led down a road, past some tents set up in front of crackling fires, a hot air balloon soaring overhead. They are then led underneath a tunnel to a body of water with sailboats sailing by, until they are catapulted into the sky, where they discover the title of the magazine.

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


MOTION GRAPHICS

Project

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McSWEENEY'S

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S P R I N G 2 012

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


MOTION GRAPHICS

Project

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McSWEENEY'S

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


MOTION GRAPHICS

Project

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McSWEENEY'S

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DAR A WEINBERG

015

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MFA PORTFOLIO

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NOTIONS


MOTION GRAPHICS

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McSWEENEY'S

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DAR A WEINBERG

150

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

09

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS

Internship L U D L OW K I N G S L E Y Category

Brief

I D E N T I T Y, W E B , M O T I O N G R A P H I C S

Course INTERNSHIP

Instructors ROX ANNE DANER

I participated in an internship at boutique Los Angeles-based graphic design studio Ludlow Kingsley in the Summer and Fall of 2012. Ludlow Kingsley specializes in web and identity design, and has created websites and identity work for institutions such as Milton Glaser, the Center for Food Safety, and Ciclavia.

CLARK STILES

Date S U M M E R - F A L L 2 012

152

Solution I was able to participate in the design process on a number of projects over the course of my 6 month internship, contributing several logo designs as well as web design and implementing motion graphics. All work presented is copyright Ludlow Kingsley.


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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DARA WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

Project

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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15 5


DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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D A R A W E I N B ER G

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M F A P ORT F O L I O

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N OT I O N S


INTERNSHIP

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LUDLOW KINGSLEY

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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DARA WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

Project

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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DARA WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

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DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS


INTERNSHIP

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LUDLOW KINGSLEY

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S U M M E R - F A L L 2 012

10

Project

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167


DAR A WEINBERG

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MFA PORTFOLIO

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NOTIONS

T H A N K YO U Family, Friends & Classmates Especially: Emily Brock. Joel Hawkins. Emily Shields. Always: Sara Mirsky. Most of all: Mom and Dad. Laura Glascott. Lisa Hennessy. Drew Marshall. Kate Doherty. Ryan Land. Adrian Prohaska. Katie King Rumford. Carey Ordway. Whitney Clark. Mary Lowe. Kelly Wahlstrom. Jon Wong. Kristen Libero. Caitlin Mcleod. DD Cheung. Christina Connolly. Anthony Stimola. Brie Hattey. Monica Katzenell. Haley Thompson. Carol Fahey. Greg Brennan. Chris Sousa. Penny Weinraub. Lucas Phelan. Craig Massie. Ellie Macbride. Eric Weinberg. Dawn Andres. Josh Briggs. Jan Eagers. Dave Ferris. Sarah Haskell. Eric Marchuk. Eric Gosselin. Jessica Gosselin. Many, many others. I would not be here without you.

Instructors Especially: Mary Scott. Phil Hamlett. Hunter Wimmer. Michele Ronsen. Christopher Morlan. Gaston Yagmourian. Stan Zienka. Michael Sainato. Arvi Raquel-Santos. Brendan Callahan. Colin Sebestyen. Roland Young.

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Dara Weinberg Portfolio  

MFA Portfolio for Graphic Design Graduate Department at Academy of Art University in San Francisco