Brad Bartlett’s Type 4: Transmedia is probably one of the most sought-after classes in our department, and was at the very top of my list of finals to visit. Graphics student Aldis Ozolins was kind enough to explain the class assignment and his solution, which he let me photograph. Thanks Aldis!

For Type 4, the main objective of the class was to see how we could handle a system of typography across multiple mediums, in this case print based media, screen based media, spatial media, and emerging media. We were assigned to pick a cultural entity in Los Angeles (i.e. a museum, art gallery, library, etc.), then we had to create an mark and visual look for that entity.  Finally we took our visual language and expressed it through the four different media types.

I chose to tackle the Art Walk of Los Angeles. This is an event that opens all the galleries in downtown Los Angeles once a month. I was intrigued by this entity because it wasn’t just a regular art gallery, but more like an event which had the potential for a very expansive and diverse audience. With this in mind, it was my goal was to take advantage of this event and make as social of an experience as possible.  I used the acronym AWOL for my mark, as I felt it reflected the raw unfiltered nature of artwork in these galleries.  The basic shapes of the mark inspired an isometric grid system which I utilized throughout the different media types.  For my emerging media type I created an interactive kiosk that would act as an extension of the website. I also wanted to use this kiosk as a hub for social networking, so I developed a membership program that would allow members access to their own customizable menu in which they could track their gallery going experience much like google analytics, find their friends (using a GPS system), and share artwork.

Another piece I created for the emerging media type was an ipad zine. It was a new take on the digital magazine which did away with the issue-based model, and instead created a magazine that would constantly update itself providing instant streaming content. For spatial media I wanted to bring an element of interactivity that would once again connect these different elements under a hub. I took the challenge of creating a signage system for each individual gallery. Since each gallery had it’s own identity, I utilized an interactive projection system that provided that the AWOL signage that would be there during the event, but not intrude on each gallery’s own identity. The projections, in addition to displaying the AWOL mark, would display a grid that could be manipulated by the user (using motion tracking) to create custom artwork that would be uploaded to the website and interactive kiosk.

I also created a micro brand for AWOL. This micro brand was a special exhibition for the art collective: Beautiful Losers. I designed a custom typeface which was based on a series of basic shapes. Once again these basic shapes inspired a grid system. I wanted the Beautiful Losers to feel like an extension of AWOL but take on a more raw look. I employed the use of textures and tight crops of black and white photos to achieve this look.

Be sure to stop in for their final next term, and if you want to be in the class, remember to get on the waiting list week 1 of the prior term (it fills up fast!).

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