Designer's Statement
My work on the visual identity system for the University of Illinois School of Art & Design Master of Fine Art (MFA) program began in 2018. The system continues to evolve annually, this year including digital experiences for both the MFA and BFA exhibitions that dynamically load randomized content for a unique and democratic viewing of work.
The system derives its meaning from the School of Art & Design’s curriculum of hard skills and discourse, from which MFA candidates build their personal practice. These ideas form the basis of the visual identity system, as a set of primary shapes, from which message and meaning are constructed with a custom display typeface and modular grid system.
The strategy serves to be as utilitarian as possible. It aims to be efficient in comprehension, transparent to content, and playful in style—resulting in a unique, ownable, and effective system. Each individual branded piece is formatted to this system, allowing for maximum flexibility and consistency in displaying content.
