D A N I E L R U T L E D G E

P O R T F O L I O

DESTRUCTOSYNTHESISB O O K D E S I G N 8x8inF A L L 2 0 1 2 W A R P

Destructosynthesis is an endeavor in poetic writing with a conscious idea of destruction and rebirth. Each entry is accompanied by an abstract image of fragments which continue to build as the book progresses from ideas of destroying to ideas of rebuilding, and how necessary both of those ideas are to one another. I chose the colors of yellow and black to represent hazards and general construction as the book weaves in and out of both ideas coming together for a final conclusion of thought. L I N K T O F U L L P U B L I C A T I O N

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(UN)CLASSINESSB O O K D E S I G N 3x3inS P R I N G 2 0 1 3 V I S U A L M E T H O D S

It is my belief that people strive or portray themselves to be classier then they really are, so they hide the unclassy parts to their life, and that is exactly what I wanted my book to do. When behind the red filter, you can read the classy side of things. But when taking a page out from the filter, you expose the unclassy sides that people partake in and try to hide.

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CHERRYTREEA P P L I C A T I O N D E V E L O P M E N TS P R I N G 2 0 1 3 I N D E P E N D E N T S T U D Y

CherryTree is a social mind mapping app for creative brainstorming. Using simple intuitive controls you can make a map in seconds, add pictures, audio, and video, share it with your friends or even invite friends to collaborate on a map. It has a search function to view other peoples maps, and even download them for more inspiration, a group function to invite multiple people to work on the same map simultaneously, and sharing functionality to share your map with the world.

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CRU AT UFB R A N D I N G / A R T D I R E C T I O NF A L L 2 0 1 2 I N D E P E N D E N T S T U D Y

CRU is a worldwide organization focused on reaching out to students and people in need. CRU at UF is a big part of this, having over 1,500 members on campus. To set itself apart, I rebranded the organization focusing on their “CRU is for all colors” initiative, while keeping a strong Gator orange and blue emphasis. This new logo and color scheme is now used in most publications and the organizations facebook page.

C R U A T U F

CABIN PRESSUREV I D E O I N S T A L L A T I O N 15:13minF A L L 2012 WA R P

An abstract video of different interpretations of the Milky Way through colors and motion, along with an astronaut’s last words as he floats through space.

L I N K T O 0 0 : 5 0 T E A S E R L I N K T O 1 5 : 1 3 F U L L V I D E O

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PEPSODENTP A C K A G I N GS P R I N G 2 0 1 2 T Y P O G R A P H Y

A rebranding of the Pepsodent toothpaste brand. I chose this design based on Swiss design with the use of Helvetica and a minimalist style. I went with a simple new logo of using the O in Pepsodent creating a new icon for the brand.

X’s & ARROWSD I G I T A L P R I N T 11x17inF A L L 2 0 1 2 I N D E P E N D E N T S T U D Y

A poster representing personal failed relationships. Seven stand out to me as most important, so I specifically targeted those relationships with arrows. The one arrow reversed in composition is to represent me still trying to make things work, if not with past arrows, but for arrows to still come my way in the future.

SUBURBAN COSMOSB R A N D I N G / P R O D U C T D E S I G NF A L L 2 0 1 2 W A R P

Suburban Cosmos was a project inspired by when I was a kid wanting to be an astronaut and explore space. As a kid, I would make my own astronaut helmet out of tinfoil and other household materials. I took this approach in designing a set of astronaut helmets based off of failed space missions to represent my longing for exploration in life and the inevitable setbacks that will come.

AMERICAD I G I T A L P R I N T 11x17inF A L L 2 0 1 2 I N D E P E N D E N T S T U D Y

A poster for the 2012 presidential elections. I was sick of the hate being spewed by both the republican and democratic parties, so I decided to make two posters, one for each party, just to show that regardless of your political stance, your stance is still american and that we should not hate the other because of it.

URSA MAJOR/URSA MINORM E T A L W I R E , L E D L I G H T S , I R O N R O D S , W O O D , 9 V B A T T E R Y S U M M E R 2 0 1 2 S C U L P T U R E

I have always been fascinated by the stars and constellations, so for this sculpture I wanted to recreate the constellations Ursa Major and Ursa Minor using wire and lights. I chose these constellations because they are also the big and little dippers encompasing the North Star used to guide people home for centuries. This project was about looking up at the stars to find where I should be going in life by creating my own tangible constellation.

HOODLUMB R A N D I N GF A L L 2 0 1 2 W A R P

Hoodlum was a corporate identity project, the identity I produced was one of anonymity, anti-establishment, and youth revolt. Hoodlum’s goal is to interupt societal norms of control or how to think. By putting on a Hoodlum mask, you become a part of a bigger movement, you gain a sense of belonging. The idea of Hoodlum is based on punk propaganda inspired by artists like Shepard Fairey and Banksy. I went with paper bag logo because it is the mask that members would wear during political protests or other propaganda events since it is easily accessible for anyone who wants to join the movement.

HOODLUM

ASTROCOSMOSISB O O K D E S I G N S U M M E R 2 0 1 2 I N D E P E N D E N T S T U D Y

Astrocosmosis is a book of poetry inspired by the planets and the sun. Each planet is illustrated with an abstract square gradient. I used space as metaphor to write about struggle, life, growing up, and relationships. The book travels through a variety of emotions and topics from the Sun to the former planet Pluto at its conclusion. L I N K T O F U L L P U B L I C A T I O N

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