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  Design & Marketing, Inc.
Sparks Newsletter

 

Creative process for January 2004 design
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Stage 1   Stage 2  
Stage I
This is a quote we've wanted to design for a while, since we've experienced many a night staring at the ceiling and reveling in the delights of remembered conversation. We wanted to capture that feeling of jumbled thought and random connections in our design. We began with these three stock art pieces, each a collage, and layered them on top of each other at varying opacities.
 

Stage II
We set the type in American Typewriter, both for its friendly feel and for that sense of pounding typewriter and swirl of words one has when thinking of one's halcyon days writing the great American novel. An experience we've all had, right? Regardless, the design is too straighforward, too polite, for the experience of trying to process a great conversation.

 


  Final  
 

Final
We cropped the art to focus in on the quote and deemphasized the attribution. We added more layers of type and worked in distortions, shadows, cuts, and color shifts to make it more energetic. Lastly, we evened out the values of the collage background so the words would read a little more easily. Now the words move forward and back in space, dance or zing or stretch, just like they do in real life when you've got an early morning meeting where you need to be dazzling and instead you know you'll be struggling to keep your eyes open. Delicious tension—one of the risks & rewards of being human.