Creative Insights

MVHPURVEYOR OF CREATIVE INSIGHTS

Maria Hardjanto

Creative InsightsAs a graphic designer, there is always something new to learn everyday. The education of a graphic designer does not stop when he or she graduates from school. It is a continuous learning process of making compelling visual communication. This book consist of a compilation of my graphic design works completed while I’m pursuing my Master of Fine Arts degree at the Academy of Art University. These are glimpses of what I have learned so far, and a beginning of what I will learn in the future.

6< Maria Hardjanto_ PURVEYOR OF CREATIVE INSIGHTS

All my life I will always be a student, constantly seeking knowledge from every available resources.

<7Table of Content_ ON THINGS lEARNEd

Lessonspage 6On Reading

page 25On Socializing

page 32On Flying

page 48On Dreaming

page 66On Selling

page 74On Writing

page 84On Painting

page 92On Living

page 106On Safety: A Thesis Project


How can you learn anything if you don’t know how to read?

01

<9Letteracy_TYPOGRAPHY CONFERENCE

On Reading> title

Letteracy is a conference where scientists, typographer, medical experts, software developers, graphic artists, teachers, children book illustrators and concerned parents meet to discuss recent possibilities in utilizing graphic arts and touch technology to accelerate learning process in gifted children.

Letteracy

Disability, children, fun, learning> keywords

Experimental Type> course

Ariel Greyinstructor

project title

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course


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Half of what I bought weredictated by peer pressures

02

<25

On Socializing

For this project I was required to find a social issue that was interesting to me, which was consumerism. I focus on a group of consumers that I called ‘social buyers’, those who only buy prestigious items on a whim. I package my findings in a book wrapped around the concept of an elite, members-only social club.

> overview

Social Buyers Club

Premium, luxury, elite

> keywords

Visual Communication

> course

Hunter WimmerPhil Hamlett

instructor

project title

overview

keywords

course

Social Buyers Club_COmmUNICATING IdEAS

Half of what I bought weredictated by peer pressures

<27Social Buyers Club_COmmUNICATING IdEAS


03 Enjoy the comforts of home, 10,000 feet above the ground.

<35

On Flying

The objective of this project is to revive a good, memorable brand that deserves a second chance and give it a complete makeover. Trans World Airline was a historical company that suffered from varieties of poor business strategies. It is making a comeback as the world’s most comfortable airline.

> overview

TWA Brand Guidelines

Branding, collateral, integration

Nature of Identity

Hunter Wimmer

instructor

project title

overview

keywords

course

Trans World Airline_ BRANd REVIVAl

Letteracy_TYPOGRAPHY CONFERENCE <37Trans World Airline_ BRANd REVIVAl

<39Trans World Airline_ BRANd REVIVAl


TRANS WORLD AIRLINES

TWA

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<43Letteracy_TYPOGRAPHY CONFERENCETrans World Airline_ BRANd REVIVAl

Letteracy_TYPOGRAPHY CONFERENCE <47Trans World Airline_ BRANd REVIVAl


04 Sometimes your dream is so vivid, reality becomes blurred.

<49

On Dreaming

Lucid Dreams is a movie festival dedicated for renowned Mexican director Alfonso Cuarón, whose rise of fame was from his controversial film Y Tu Mama Tambien. All his films have an eerie, magical ambiance combined with melancholic undertones.

> overview

Alfonso Cuarón Film Festival

Fantasy, surreal, dreamy

> keywords

Integrated Communication

> course

Troy Alders

instructor

project title

overview

keywords

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Irene Suchocki, Ella Moss, Alicia Bock

> keywordsphotographers

Lucid Dreams_FIlm FESTIVAl

<51Lucid Dreams_FIlm FESTIVAl

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Lucid Dreams_FIlm FESTIVAl


05 For whatever other trashed, may very well be my treasures

<71

On Selling

Based on a hand-written flyer found on the street, fantastic yard sale was developed as a neighborhood event, in which every house in several blocks contributed their unused goods and donate their earnings to local charities.

Fantastic Yard Sale

Charity, neighborhood, cost-effective

Visual Literacy

Hunter Wimmer

instructor

project title

overview

keywords

course

Fantastic Yard Sale_ REBRANdING HANdmAdE FlYERS


fantastic yard salefantasticyardsale

<73

yard sale

Fantastic Yard Sale_ REBRANdING HANdmAdE FlYERS

<75Fantastic Yard Sale_ REBRANdING HANdmAdE FlYERS

<77Fantastic Yard Sale_ REBRANdING HANdmAdE FlYERS


Well spoken words shows intelligence, well written words show characters

06

<79

On Writing

The purpose of this exercise is to be better acquainted with a particular typefaces. Following lessons developed by masters of typography such as Wolfgang Weingart and Emil Ruder, each student are to pick one typeface and explore ways to make written words comes to life.

Knowing Franklin

Typography, experimental, expressive

Type Survey 2

Jennifer Sterling

instructor

title

overview

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course

Knowing Franklin _ TYPE SPECImEN

<81Knowing Franklin _ TYPE SPECImEN

<87

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Knowing Franklin _ TYPE SPECImEN


07 Being stylish goes beyond what one wears; it is also about how one decorates his or her home.

<89

On Painting

To create a series of paint products for Anthropologie as a part of their new home goods brand extension. These new paints will have a distinct, dramatic Anthropologie color palette, eco-friendly, and must stand out against competitors’ products.

Velvet

Rustic, feminine, vintage

Package Design 2

Thomas McNulty

instructor

project title

overview

keywords

course

Velvet_ PAINT BY ANTHROPOlOGIE

<91Velvet_ PAINT BY ANTHROPOlOGIE

<93Letteracy_TYPOGRAPHY CONFERENCEVelvet_ PAINT BY ANTHROPOlOGIE

<95Velvet_ PAINT BY ANTHROPOlOGIE


08 The bad things in life won’t kill you; they only make it more interesting

<97

On Living

This particular project is meant to be used as a typographic exploration practice. The concept behind this book is a compilation of random life lessons I gathered through social interactions and series of bad lucks.

> overview

Plucked and Sowed

Funny, honest, experimental

Type Experiment

Irene Suchocki, Ella Moss, Alicia Bock

photographers

project title

overview

keywords

course

Stan Zienka

instructor

Plucked and Sowed _ RANdOm lIFE lESSONS

<99Plucked and Sowed _ RANdOm lIFE lESSONS


Nobody should allow themselves to be a victim

09

<109

MFA Thesis Project

The objective of this project is to educate commuters the importance of being prepared for precarious situations while taking public transportation.

> overview

Transit Observer

Safety, commuters, San Francisco

Thesis Project

Michael KilgoreDavid HakeArvi Raquel-Santos

instructor

project title

overview

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Transit Observer_ THESIS PROjECT

<111Transit Observer_ THESIS PROjECT

As I was researching for my thesis topic, I saw the news that an elderly woman was taunted and pushed down from a platform while waiting for the T-line in Sunnydale. A group of juveniles decided it was fun to hurt an old lady who will not fight back. Then, a couple of weeks later, this man was attacked by a different group of juveniles, just for fun. He died almost a month later.

Assailants are not picky; they are opportunists. They attack anyone who acts like a victim; those who are not paying attention of their surroundings. Age, race, gender does not matter. If you act like a victim, you will be one.

He was one of 569 victims of crime happened on public transportation in 2010

As I was researching for my thesis topic, I saw the news that an elderly woman was taunted and pushed down from a platform while waiting for the T-line in Sunnydale. A group of juveniles decided it was fun to hurt an old lady who will not fight back. Then, a couple of weeks later, this man was attacked by a different group of juveniles, just for fun. He died almost a month later.

Assailants are not picky; they are opportunists. They attack anyone who acts like a victim; those who are not paying attention of their surroundings. Age, race, gender does not matter. If you act like a victim, you will be one.


T ra n s it O bs e r ve r_ Thesis Project

Lucy, 27beaten on Dublin/Pleasanton BART


Howard, 29stabbed on 49-Van Ness


Maria, 32molested on L-Taraval

<115

I was assaulted on public transportation in 2007. After a period of denials, I decided to turn this issue into a thesis project. Utilizing my knowledge in graphic design, I want to educate commuters to avoid being victims of crimes happening on public transportation.

I was a victim.

To significantly reduce the number of victims assaulted on public transportation, specifically MUNI and BART.

goals

To stand out against current campaigns that are being ignored by commuters and convinced them that being safe is their responsibility.

challenges

To create an organization that helps educating commuters not to be victims, utilizing campaigns that focus on the emotional side of being a victim.

solutions

Transit Observer_ THESIS PROjECT

You can be next.


hop on!to a better commute

hop on!to a better commute

It’s about whittling. It’s about taking something, whittling and whittling and getting it sharp and perfect. Then you’ve got something.— James Victore


Thank you

My parents, my most loyal cheerleaders, who never stop believing in me despite not understanding what I’m pursuing. Who supported me financially and emotionally, and constantly reminding me of why I’m doing this. I’m very lucky to have you as my parents; nothing in this world I can do to repay your kindness.

My dearest husband-to-be, Irwan, who stays up late with me, checking my grammar, run out to buy inks, make me coffee, fly from Los Angeles just to help me finishing my projects, listening to my complaints and be a shoulder to cry on when I’m feeling down. Who supports me wholeheartedly despite not understanding the importance of kerning. You are my stronghold, without you I’ve given up this ‘crazy MFA thing’. Thank you babe, I love you.

My schoolmates, especially Soniya, Joy, and Enrico. Thank you for standing up behind me and cheering me when I’m feeling down. Thank you for your inspiring ideas and neverending supports for the past four years. Without you guys I won’t make it this far.

My friends, especially Selly, Tatang, Kai, Margie, Steven, and Yonius. Thank you for providing me with your insights, your shoulders when I need to cry, your meals when I have no time to cook, helping me with last minute compings and cuttings. Your friendships enable me to go beyond what I thought I can be. I hope one day I can repay your kindness.

friends and family

<131

Many thanks to my supportive instructors: Mary Scott, Phil Hamlett, Hunter Wimmer, Tom McNulty, Roland Young, Scott Rankin, Jennifer Sterling, Stan Zienka, and Ariel Grey who contributed so much in my academic career; who still believe in me despite the constant disappointments I gave them.

My special gratitudes for my thesis advisors: Michael Kilgore, David Hake, and Arvi Raquel-Santos. Your kind words and constant supports kept me going.

I’m also very grateful for the help given by Rebecca Delgado-Rottman, Sergeant Paul Yep and Officer Harry Soulette of SFPD, Murray Bond and Chimmy Lee of SFMTA, Officer Ken Dam of BART Police, Cindy Brandon and Oona Giles-Weil from Project S.A.F.E for their supports on my thesis.

advisors and instructors

Acknowledgement+ COlOPHON


Academy of Art Universityclass of 2011

book title Purveyor of Creative Insights

studentMaria Hardjanto310 447 [email protected]

instructorMary Scott

binderyHerring and Robinson100 North Hill dr #5Brisbane, California 94005

printerGiant Horse1336 San Mateo AveSouth San FranciscoCalifornia 94080

photographyMaria Hardjanto

materialsFinch fine ID 100lbArrestox Metal VellumCanson Mi Teintes

fontsArcher - Book, Semibold ItalicNeutra Text - Bold

softwareAdobe Photoshop, InDesign, Illustrator

©All rights reserved. No part of this publication can be reproduced without written permission from Maria Hardjanto

www.mariahardjanto.com

<133Acknowledgement+ COlOPHON

Creative Insights

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