Framed

Project Tit le 1

Fram

ed

Ca

itli

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tgo

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MFA

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2 FRAMED | Caitl in Montgomery McLeod | M.F.A. Por t fol io

Project Tit le 3

4 FRAMED | Caitl in Montgomery McLeod | M.F.A. Por t fol io

FramedCaitlin Montgomery McLeod

MFA Portfolio

Published in 2012 by Caitlin Montgomery McLeod

Book design, photography, and writing by Caitlin Montgomery McLeod

Printed and bound by Blurb, Inc. in San Francisco, California

Contents

Sidewalk Epiphanies

Identity, Print, Web

Incredible Progress

Print

Posters

Photography, Print, Web

CERN

Identity, Print, Web

On Monsters

Print

The Iditarod

Identity, Web

Pullman&Co

Identity, Print

Spur

Identity, Web

6

22 70

60

34 78

46 92

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Introduction 9

Introduction

What makes something authentic? Is it in the results of design?

Is it in the intent of the designer? Authenticity is something

everyone wants, but how do you find out what it is? One of the

wisest opinions I’ve heard on the topic of authenticity was an

architect saying of his process “It’s fairly simple; I get to know

people and then make what, to them, is authentic.” His point

was that authenticity has everything to do with identity and not

with a particular style. You can find out what something truly is,

and then frame that truth. Design is the frame.

10 FRAMED | Caitl in Montgomery McLeod | MFA Por t fol io

Sid

ewal

k E

pip

hani

es

Sidewalk Epiphanies 11

CATEGORY:

Branding, Web Design

COURSE:

Integrated Communications

INSTRUCTORS:

Christopher Morlan

& Hunter Wimmer

PHOTOGR APHY:

Caitlin Montgomery McLeod

DATE:

Fall 2010

Credits

12 FRAMED | Caitl in Montgomery McLeod | M.F.A. Por t fol io12 FRAMED | Caitl in Montgomery McLeod | M.F.A. Por t fol io

Background Project

How might one design materials for a

film festival featuring the director Cam-

eron Crowe? I set out to discover a way

to evoke the spirit of Cameron Crowe’s

films without resorting to a cliché “road

trip” aesthetic. The starting point was the

loyalty fans have for Crowe’s films.

I created a web presence and limited edi-

tion packaging for attendees of the theo-

retical film festival, to be held in southern

California. The title “Sidewalk Epiphanies”

is a summation of the driving concept of

finding a gem or a special experience in

an otherwise pedestrian setting.

Project Profile

Warm tones, dreamy photography, friendly sans serifs

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

KNOCKOU T 32

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

KNOCKOUT 28

Thinking and Walking

Project Tit le 13Sidewalk Epiphanies 13

CATEGORY:

Branding, Web Design

COURSE:

Integrated Communications

INSTRUCTORS:

Christopher Morlan

& Hunter Wimmer

PHOTOGR APHY:


DATE:

Fall 2010

Credits


HOME ABOUT TICKETS HISTORY

Yes! Send me an invitation to ring in the New Year

with film director Cameron Crowe.

© SIDEWALK EPIPHANIES 2012

Name

Email Address

S U B M I T


Leading up to the date of the festival, fans can request invitations,

limited edition packaging, and other festival exclusives though the

website. After they receive their invitation code, the website is a hub

of information about festival accommodations and events.

Website











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Project Tit le 29

Incr

edib

leP

rog

ress

Incredible Progress 23

CATEGORY:

Book Design

COURSE:

Visual Communication

INSTRUCTORS:

Phil Hamlett

Hunter Wimmer

Jeremy Stout

DATE:

Fall 2009

Credits


Background Project

I had been asked to devote a semester to

a studying a single topic, and follow my

research to then develop a distinct point

of view, preferably one that has interesting

implications for the design world. I then

designed a distillation of the research in a

way that could be useful to others.

I began the semester interested in the

publishing industry, and ended up with

a work on the topic of credibility of web-

based information. What poses as con-

cern over the public’s access to correct

information is often just personal anxiety

about change. Why shouldn’t Wikipedia

be a good source? What exactly is the

goal of published information?

On Digital Credibility

Project Profile

Sophisticated diagrams, textured cover, manual-like layout

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

KNOCKOU T 32

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

UNIVERS

Project Tit le 31Incredible Progress 23

CATEGORY:

Book Design

COURSE:

Visual Communication

INSTRUCTORS:

Phil Hamlett

Hunter Wimmer

Jeremy Stout

DATE:

Fall 2009

Credits




Project Tit le 35Incredible Progress 27







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Project Tit le 43

Po

ster

s

Posters 35

CATEGORY:

Posters

COURSE:

Design Outside The Box

INSTRUCTORS:

Roland Young

PHOTOGR APHY:


DATE:

Fall 2011

Credits


Background Project

Charged with the responsibility of creat-

ing my own project brief, I decided to use

an early poster exercise as a starting point

and design a series of prints that explored

classic ideas through a modern lens.

Since I have a degree in Philosophy, I used

themes which I had already explored in

writing, and translated them to a more

symbolic medium. I searched for visual

language that would evoke the essence

of each idea, without being completely lit-

eral. I designed a website in order to be

able to continue this as a personal project.

Project Profile

Moody photography, tonal harmony, New Aesthetic

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

LIBER ATOR

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

FREIGHT

A poster is a poem

Project Tit le 45Posters 35

CATEGORY:

Posters

COURSE:

Design Outside The Box

INSTRUCTORS:

Roland Young

PHOTOGR APHY:


DATE:

Fall 2011

Credits


I used my process for this poster as

inspiration for the following prints.

First Poster Exercise


Posters 39


TECHNOLOGYTECHNÉ (TECHNÉ):

WE INHABIT THE WORLD WE MADE

Posters 41

New Aesthetic is commonly defined as an echo of the new way we

view the world. These posters were created using a digital SLR,

computer screen, iPhone, and Photoshop.

Layered Reality


Posters 43

FATE (DETERMINISM):

SCIENCE PREDICTS OUR LIVES,

BUT TO WHAT END?


C O N T I N U U M

TECHNOLOGYWe inhabit the world we made

PERSPECTIVETo know one’s place in Being

Perspective DASEIN (DAH-SIGN):

A PERSON WHO IS AWARE OF THEIR

PLACE IN THE UNIVERSE

TECHNOLOGYTECHNÉ (TECHNÉ):

WE INHABIT THE WORLD WE MADE

The website is a simple, horizontally scrolling

layout where new additions can be uploaded

as completed. Upon clicking each image, you

see the progression of the posters from sketch

to early photographs, to the completed work.

Website

Posters 45

FATEScience can predict everything, but to what end?

TECHNOLOGY #2We inhabit the world we m

PERSPECTIVETo know one’s place in Being

FATE (DETERMINISM):

SCIENCE PREDICTS OUR LIVES,

BUT TO WHAT END?

Perspective DASEIN (DAH-SIGN):

A PERSON WHO IS AWARE OF THEIR

PLACE IN THE UNIVERSE


CERN 47

CE

RN

CATEGORY:

Branding, Identity

COURSE:

Identity Three

INSTRUCTORS:

Gorden Mortensen

DATE:

Fall 2011

Credits


Background Project

CERN is one the most exciting scientific

centers in the world. When they’re not cre-

ating the World Wide Web or building the

Large Hadrom Collider, they’re accelerat-

ing particles faster than the speed of light.

Their old logo came under attack for some

questionable symbology, and so I spent a

few weeks imagining how the brand and

logo might be reinvented.

The old logo of CERN was reminiscent of

the shapes of particles when they collide.

The new logo and supporting identity sys-

tem offer a more grown-up version of the

same concept. CERN isn’t about collid-

ing—it’s about accellerating. It’s not about

going in circles, it’s about moving forward.

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

TR ADE GOTHIC

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

TODAY

Rebranding the frontier of scientific exploration

Project Profile

Precise graphics and photography, warmer typography, streamlined layouts

CERN 47

CATEGORY:

Branding, Identity

COURSE:

Identity Three

INSTRUCTORS:

Gorden Mortensen

DATE:

Fall 2011

Credits


CERN 49

CERN is literally the birthplace of the World Wide Web. The

Internet as a network of connected computers had existed, but

it was Tim Berners-Lee who first established things like URLs

and HTML as an initiative for global sharing of information.

The Web’s First Page


CERN 51


CERN 53

Powered by Curiosity


CERN 55


CERN 57


Globe of Science and Innovation

General Admission | October 11, 7pm

T H E E M B E R S A N D T H E STA R S

CERN 57


Project Tit le 73

On

Mo

nste

rs CATEGORY:

Typography

COURSE:

Type Systems

INSTRUCTORS:

Arvi Raquel-Santos

DATE:

Fall 2009

Credits

On Monsters 61


Background Project

I came home from class, dropped my bags

on the floor and looked over at my hus-

band. “I have to make a book. It can be

about anything. What should my book be

about?” “Monsters.” he replied, not look-

ing up from his reading.

I wrote and designed a book about mon-

sters. It contrasts the cultural and literary

conceptions of monsters with the experi-

ence of other monstrosities. The visuals

are intented to show connections and

disconnections between monsters in our

ideas and in reality.

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

BASKERVILLE REGUL AR

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

BASKERVILLE ITALIC

The Monster Within

Project Profile

Found and repurposed photography, classic typesetting and bookbinding

Project Tit le 75

CATEGORY:

Typography

COURSE:

Type Systems

INSTRUCTORS:

Arvi Raquel-Santos

DATE:

Fall 2009

Credits

On Monsters 61


On Monsters 63


On Monsters 65


On Monsters 67


Project Tit le 83On Monsters 69


2013 Iditarod

About The Iditarod

Media

Iditarod Store

Calendar

Sponsors

The 2013 Iditarod Trail Sled Dog RaceMarch 26, 2012, by Carey

The 2012 Iditarod is the 4oth running of the Last Great Race. Remembering 40

years of Iditarod is our new feature series, designed to bring you bits of history

and memories from the past 40 years. We’ll share these memories on our Face-

I D I T A R O DT R A I L S L E D D O G R A C E

The Iditarod 71

CATEGORY:

Branding, Identity

COURSE:

Identity Three

INSTRUCTORS:

Gorden Mortensen

DATE:

Fall 2011

Credits

HD





The

Idit

aro

d


2013 Iditarod

About The Iditarod

Media

Iditarod Store

Calendar

Sponsors






Background Project

The Iditarod is a world-renowned dog-sled

race through Alaska. It’s the best-known

of its kind in the United States. Despite its

respected standing, the Iditarod’s identity

doesn’t reflect the dedication of the ath-

letes and fans to this race.

The goal for this project was to make the

Iditarod’s brand and identity as enduring

as the race itself. The shape of the new

logo reflects the harnesses that hold the

team together and a simple color scheme

allows the race organizers to update a sin-

gle color to reflect the current year’s race.

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

R ANGER

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

FORZ A

Racing through Alaska

Project Profile

Precise graphics and photography, warmer typography, streamlined layouts

HD





CATEGORY:

Branding, Identity

COURSE:

Identity Three

INSTRUCTORS:

Gorden Mortensen

DATE:

Fall 2011

Credits

The Iditarod 71


The Iditarod 73



The Iditarod 75



The Iditarod 77

One feature of the redesigned website is the capability to track

competitors as they cross the desolate Alaskan landscape between

the towns of Anchorage and Nome. Competitors routinely carry

GPS trackers, and you can track their device or smart phone.

Wilderness Tracking

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Project Tit le 95

Pul

lman

&C

o CATEGORY:

Branding

COURSE:

Nature of Identity

INSTRUCTORS:

Gaston Yagmourian

DATE:

Spring 2011

Credits

Pullman&Co 79


Background Project

In its day, The Pullman Company was a

giant in the business of luxury rail travel.

It’s state of the art railroad cars specially

designed for dining, lodging, and leisure

shuttled passengers all around the United

States. The company, like rail travel itself,

no longer flourishes. This project imagines

how it could be resurrected today.

Pullman’s mission was never specific to

rail travel—it was always about customer

experience. What better way to reimagine

The Pullman Company than a consulting

firm specializing in luxury travel? With a

slight amendment to the name, the new

Pullman&Co offer over 150 years of expe-

rience in high-end travel to any travel or

hospitality business requiring its service.

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y ZFORZ A

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

ARCHER

Old meets new in a rebrand of the Pullman Company

Project Profile

Soft debossed leather, crisp typography, warm and luxurious photos

Project Tit le 97Pullman&Co 79

CATEGORY:

Branding

COURSE:

Nature of Identity

INSTRUCTORS:

Gaston Yagmourian

DATE:

Spring 2011

Credits


Pullman&Co 81




Pullman&Co 85




Pullman&Co 89




Sp

ur

CATEGORY:

Web Design, Information

Architecture, UX

COURSE:

Thesis Project

INSTRUCTORS:

Michele Ronson

Phil Hamlett

Hunter Wimmer

Ariel Grey

DATE:

2011–2012

Credits

SPUR 89


Background Project

As a design student still forming my skills,

I’ve always been interested in what the

design profession can offer. Where are its

limits? Designers seem to be everywhere,

doing incredibly diverse jobs, so what is

the design profession, exactly? Design

seems to be growing in popularity, and

how can I make sure I’m not left behind?

For my thesis project, I decided to create

an online resource for designers to keep

up with changes in the design profes-

sion. Spur organizes how-to’s, inspira-

tion, and case studies from around the

web that cover topics like technologi-

cal change, business tips, designing for

good, and more. It also allows people to

submit their own topics or links so that

others can benefit from the knowledge

of the community.

A B C D EF G H J KL M N O PQ R S T UV W X Y Z

BR ANDON GROTESQUE

A B C D E

F G H J K

L M N O P

Q R S T U

V W X Y Z

NEWZ ALD

Inspiring the Designerof Tomorrow

Project Profile

Simple, friendly colors and typography, rounded icons, responsive design

SPUR 89

CATEGORY:

Web Design, Information

Architecture, UX

COURSE:

Thesis Project

INSTRUCTORS:

Michele Ronson

Phil Hamlett

Hunter Wimmer

Ariel Grey

DATE:

2011–2012

Credits


I began the project knowing my topic and direction but keeping my

deliverable options open. While researching, I hit upon the insight

that what other people were publishing about changes in the design

profession were mostly overviews and recommendations for staying

relevant. I decided to take a more bottom-up approach and build

a resource that was user-centric, not profession-centric.

Project Evolution

SPUR 95


SPUR 97


SPUR

SPUR 99


SPUR 101

From the beginning, I knew that this did not need to be its own app,

but I did want to ensure the best possible user experience, regardless

of the device one used to access it. I designed an interface inspired by

an operating system, and used icons as well as labels to ensure that

on a mobile device the site retains its visual interest.

Responsive Design


SPUR 103

SCHOOL:

Academy of Art University

School of Graphic Design

COURSE:

Portfolio Seminar

INSTRUCTORS:

Roland Young

& Mary Scott

STUDENT:


744 Edgewater Blvd. APT 200

Foster City, CA 94404

[email protected]

BOOK BINDING:

Blurb

580 California St # 300

San Francisco, CA 94104

PHOTOGR APHY:


BOOK T ITLE:

Framed

COVER STOCK:

Proline Uncoated

TE X T STOCK:

Proline Uncoated

FONTS:

Helvetica Neue

Plantin

SOF T WARE:

Adobe CS 4

Credits


Documents

Framed