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00/Introduction

OBJECTIVE /

Information is in everything, surrounding us on a micro level all the way to a macro level. Information is in our experiences, memories, and our dreams. We are constantly inundated with information on any and all levels.

It is being a designer that makes all this information exciting and keeps me coming back for more. How we process this data and turn it into something visually fascinating is a skill all on its own.

There are two levels of thought and that is transfering raw data from the left hemi-sphere of your brain to the right, more creative side of the brain.

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LEFT HEMISPHERE /

analytic thought

logic

language

science and math

factual

verbal

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RIGHT HEMISPHERE /

holistic thought

intuition

creativity

art and music

fantasy

visual

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BRAIN AREAS /

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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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 / 408.761.8432EMAIL / mhartley@gmail.comWEBSITE / mhartley.com

INSTITUTION / Academy of Art UniversityDEPARTMENT DIRECTOR / Mary ScottCOURSE / Senior PortfolioINSTRUCTOR / Mary Scott

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CONTENTS /

001/ 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

03/04 00/table of contents

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01

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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

WHITE AND GREY DO MATTER.

PROJECT / type conference

INSTRUCTOR / ariel grey

CLASS / typography 4

APPLICATIONS /book, mailer, poster

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

WHITE AND GREY DO MATTER.

PROJECT / type conference

INSTRUCTOR / ariel grey

CLASS / typography 4

APPLICATIONS /book, mailer, poster

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

FINDING THE WIND.

PROJECT / paper promotion

INSTRUCTOR / ariel grey

CLASS / typography

APPLICATIONS /book, poster

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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03

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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

A SECRET MEETING .

PROJECT / audit the fed

INSTRUCTOR / roland young

CLASS / print

APPLICATIONS /installation

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

FROM THE CREST TO THE TROUGH.

PROJECT / sweel convention

INSTRUCTOR / jeremy stout

CLASS / graphic design

APPLICATIONS /book, poster, applications

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

RUSSIANS DO IT BETTER.

PROJECT / rebranding smirnoff

INSTRUCTOR / todd hedgepeth

CLASS / identity

APPLICATIONS /book, applications

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

A BLOSSOMING BEAUTY .

PROJECT / rebranding hiroshima

INSTRUCTOR / jane brown

CLASS / identity

APPLICATIONS /book, poster, applications

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

A CULTURE BY WATER.

PROJECT / rebranding ocean pacific

INSTRUCTOR / ariel grey

CLASS / identity

APPLICATIONS /book, applications

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

THE BEGINING OF A NEW START.

PROJECT / rebranding ellis island

INSTRUCTOR / ariel grey

CLASS / identity

APPLICATIONS /book, applications

TYPEFACE / century gothic

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / california office

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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 mea-surements to be made objectively under controlled conditions, which allows the proce-dure 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 prob-lem but with different priorities all of which make design engaging.

EVERY PENNY MAKES A DIFFERENCE.

PROJECT / war profiteering

INSTRUCTOR / bob slote

CLASS / information design

APPLICATIONS /book

TYPEFACE / vitesse ,blender

PAPER /epson heavy weight matte

PRINTER / epson 2400

BINDERY / melissa hartley

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A SHOUT OUT TO ALL WHO INVESTED

ACKNOWLEDGEMENTS

MY SUPPORT TEAM /

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 sup-port 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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CREATIVE DIRECTOR / Mary Scott

GRAPHIC DESIGNER / Melissa Hartley

PHOTOGRAPHY / Melissa Hartley, Mike Hartley

COPYWRITER / Melissa Hartley, Scott Crisp

BINDERY / The Key Printing and Binding

GRAPHIC DESIGNER / Melissa Hartley

PHOTOGRAPHER / Melissa Hartley, Mike Hartley

COPYWRITER / Melissa Hartley, Scott Crisp

GIVING CREDIT WHERE CREDIT IS DUE

COLOPHON

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 / 50/50 portfolio 03/04

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01/Bi-Lateral

name / melissa hartley book / 50/50 portfolio 03/04

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01/Bi-Lateral

name / melissa hartley book / 50/50 portfolio 03/04

surf convention 2009

Exhileration

JULY 22-25, 2009San Diego Convention Centerswellfest.com