The project started off with [STEP inside design’s art director] Michael [Ulrich] sending me a stream of consciousness list of concepts addressing the issue’s theme, the ‘Field Guide to Emerging Design Talent.’ The direction I was most drawn to dealt with natural imagery. This was in part because I felt it best fit the field guide theme, but also because I enjoy working with this type of metaphor.
I generated three sketches along these lines:
The first sketch incorporated a butterfly as a stand in for emerging design talent. Butterfly species have unique markings that are all eye catching in their own way. I thought this effectively communicated the diversity among the new talent being displayed.
The second sketch took the view of someone using a field guide to search for gemstones amongst rocks. With a continual flow of new graphic artists entering the field, some will be future leaders, others will not make as much of a mark. So as to not demean the rest of the batch, I chose to use an intricately cut stone lying among less finely cut stones. So in other words, they’re all gems, but one is a particularly sparkly, elegant gem.
The third sketch’s concept was similar to the second, but used stars as the metaphor. So the new batch of designers are shining stars with visual ideas radiating out from them. Amongst these stars is the one bright, shining star. This one included a human element, a hand reaching out to the sky, alluding to the presence of a designer connecting with or reaching out to the new talent.
Michael went with the first sketch but asked that I add a little human warmth by adding the hand from the third idea. After playing around with it some, we agreed on this final composition that connects the viewer with the content through the positioning and foreshortening of the arm.
I really enjoyed working on the project. I think the art direction was great and I’m happy with the end result.
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