terra x graphia
Overview:
Today, it is estimated that Americans spend over 90% of their lives indoors. Screen-based creatives—including graphic designers—are acutely aware of this reality. So; what would happen if visual communicators began to prioritize spending time outdoors? The natural environment is a wellspring of creative inspiration that should not be taken for granted. It is time to re-wild the design process, and restore balance to the hyper-digital state of our discipline; this is the ethos of my graduate thesis project, terra x graphia.
Deliverables:
M.F.A. Thesis: Book Design, Brand Identity, Font Design, Print Design, Video Editing, Writing
Brand Identity | Logotype
Featured above is the full title of this graduate thesis project. As shown in the images below, I derived the name of this project from the Latin language to create something that is unique and relevant to the subject matter.
Brand Identity | Etymology of Thesis Title
In Latin, terra refers to “earth” or “territory”, and graphia refers to the “written or visual representation of.” So, the literal meaning of my thesis title is “the visual representation of earth.”
Brand Identity | Symbology
The graphic above communicates this project's cross-pollination of two seemingly-separate fields; namely, that of ecology and graphic design. The incorporation of an "x" within my thesis logotype symbolizes this.
Process Imagery | “In the Field”
This project aims to exemplify how we, as graphic designers, may invite mother nature into our creative practice. The first step in this endeavor is to embark upon an outdoor adventure. I specifically chose to visit Cedar Grove, a recreational hotspot located on the southeastern reaches of Griffith Park.
Process Imagery | “In the Field”
During my early-morning visit to Cedar Grove, I was particularly captivated by the way in which sunlight illuminated the leaves of a Lemonade Berry tree. I decided that I wanted to memorialize this moment in the form of a design deliverable.
Process Imagery | Font Design
I am passionate about typography, and thought that a modular typeface design would be an effective conduit to showcase the environmental elements I observed. As shown above, the two forms that I based this entire typeface off of was the pointed oval-shaped leaf of the Lemonade Berry tree, and the four-pointed star, which symbolizes the presence of light.
Font Design | “Scintillate” Modular Typeface
Over the span of several weeks, I created 26 letterforms, 10 numerals, and ten punctuation marks. Through the process of creating this modular typeface, I was able to test the efficacy of my eco-centric methodology within my own design practice.
Video Editing | Modular Typeface + Cedar Grove
I chose to juxtapose my modular alphabet against a video that I captured at Cedar Grove. That way, viewers have the opportunity to not only see the typeface, but also the environment that it was directly inspired by.
Book Design | Field Guide
The next step was to create an additional deliverable that shows other designers how to implement my environmentally-geared process. So, I wrote and designed an 150-page field guide that: (a) introduces designers to the fundamentals of ecology; (b) provides tips in regard to site selection and field preparation; and (c) offers outdoor activities that are designed to spur creative ideation.
Book Design | Field Guide
Within this publication, I urge fellow creatives to take note of their spatial point of view, the environmental operating conditions of the site at hand, the presence of life cycles and circadian rhythms, and the morphology, or biologic structure of living organisms.
By turning our attention towards the colors, shapes, textures, sounds and smells that stimulate our senses, we have the ability to imbue new life into the works of design that we produce.
Process Imagery | The Way Forward
Through the process of completing this graduate thesis project, I have planted the seeds of a design methodology that I will continue to sustain and evolve for years to come.
Designers who choose to join me in prioritizing environmental exploration will be more inclined to respect, appreciate and protect planet earth, our shared home.