Dundee University
Duncan of Jordanstone College of Art and Design
Dundee, Scotland

"Why to the power of how" (landscape format)

"How" is always subordinate to "why" in my mind but they can't exist without each other, just like us - just like "work" and "play".

I appreciate function and I am not a fan of unnecessary decoration - hence the use of white space. Frutiger is my favourite typeface and I used georgia as the main display face to pull it together. Sans and serif are again for me symbiotic. The design works just as well when hung portrait.

I hope you notice the time on the "fax header" - the best time to work!

"One shot" - this is no dress rehearsal (portrait format)

One of my favourite movies is " The Dear Hunter". The lines "this is this" and "one shot" delivered by Robert Di Niro and Christopher Walken inform all my decision making processes both personally and professionally.

The number 1 graphic is based on Helvetica which was my first love affair with a typeface as a student. As you can see I enjoy simplicity and visual wit as it allows the viewer to look a bit deeper after the initial communication - can there be a deeper meaning to the use of yellow?

I also toyed with the idea of introducing 2 more bullet holes on the edges - so that you could read "one shot" or "third time lucky" - you can split the population of the planet between these two outlooks on life.