The goal of the project is to create identity for Emerge 2020, a festival of art, science, and technology devoted to creative imagination and experiences of tomorrow. The theme for next year is "Eating at the Edges" which aims to build conversation around the future of foods.
I collaborated with the Nina - design strategist at ASU's Center of Science and the Imagination to create imagery that conveyed the theme visually. My contributions were in the ideation phase, entire photography and post-production work required for the project.
The constraints were that imagery follow Arizona State University's color and typography guideline. The project followed a very frugal approach with makeshift studio setup and negligible food waste.
After the initial research phase, the themes were set around food (including fruits, vegetable, spices & grains), packaging & condiments.
ASU Color palette. Source: https://brandguide.asu.edu/Elements-of-the-brand/Color-palette
Typeface used for the stencils & guides: Akzidenz Grotesk Standard. Source: https://brandguide.asu.edu/Elements-of-the-brand/Color-palette
Wild rice arrange on yellow cutting board. Lit using diffused sun-light.
Sugar on maroon cutting board. Lit using 4 led setup.
Chia seeds on yellow cutting board. Lit using 2 point led setup.
Fruit blocks arranged on sky blue cutting board. Lit using diffused sun-light.
Thin fruit slices arranged on tracing paper. Back lit using led under acrylic sheet.
Baking soda dusted on stencil. Lit using 2 point led setup.
Rice arranged on black chart. Lit using 2 point led setup.
Flak seeds arranged on maroon cutting board. Lit using 2 point led setup.
Images below showing makeshift studio setup, Nina showing her knife skills, stencils & guides created for the project, fruit slice on tracing paper - mounted on acrylic sheet for backlit photos and setup used to diffuse sunlight.
All the ingredients used in the making were re-used to make food or given away.
Elaborate studio setup using black chart, tape, wooden boxes, tripod, sketch-board, cutting board, tripod, intervalometer and light bag as counterweight.
MOTION DESIGN
Time-lapse & stop-motion video created were converted as GIF's for social media engagement.
Handouts with sitemap of the exhibition venue and event details.
LED display outside MESA ART CENTER displaying my work
Thanks for making it this far!
Here is an orange sun to brighten your day!
