A design collaboration with Dustin Clarke, this identity package was created as a pitch for the Grant MacEwan Design Studies 2013 graduate portfolio show.
The primary challenge when pitching an identity for the show was to create a visual identity that encompassed all five of the design studies majors without falling back on overused clichés. The Monsters of Design visual direction provided each major with a distinct visual identity, yet all were identifiable as a belonging to one another as a group. Ultimately, the decision was made to use the 5 classic film monsters (The Mummy, The Wolfman, Frankenstein, Dracula and The Creature) as visual representations for the majors.
Each monster connects to the corresponding major in unexpected ways that makes the choices not random but quite deliberate. Frankenstein represents digital media because both use technology to come alive. The ancient Mummy represents illustration, the oldest medium of the majors. Photography relies on light exposure, much like The Wolfman’s transformation only occurs under the light of the full moon. Exhibit Presentation works within three-dimensional space and The Creature From the Black Lagoon was the first monster movie presented in 3-D. Dracula, the first of the monsters adapted into film, makes perfect sense to represent the Motion Image major. Beyond these connections, the use of monsters creates a sense of entertainment and playfulness that captures the excitement of graduation.
Top to Bottom: Poster, Mail-out, Table Tent Cards, Name Badges