33 NOON
Known for expanding the boundaries of artistic practice,
Yerba Buena Center for the Arts (YBCA) presents an interdisciplinary
array of contemporary art from across the San
Francisco Bay area and around the world. YBCA’s vision and
vitality are among the qualities embodied in its tagline—
“Life Amplified”—created by the design firm NOON.
NOON showcased that liveliness in YBCA’s 2007-08 season brochure
with innovative layouts and an intensely engaging collection
of theatrical images. A creative partner for four years, NOON is
fully vested in building YBCA’s status as the “contemporary heart
of the community.” This meant the catalog had to be accessible to
the community, not just a cultural elite. The piece effectively represents
the many faces of YBCA, with images of vibrant living
artists captured in performance—photos that create a powerful
narrative through careful selection and cropping, matched with
elegant pagination. Continuously reinventing the visual expression
of “life amplified” is a challenge for NOON, and here it is exuberantly
well met. by Tiffany Nicole Slade
NOON | Art Director: Cinthia Wen | Designers: Do Young Ahn, Tomonari Ito | Client: Yerba Buena Center for the Arts | Contact: www.designatnoon.com
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