final

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Amal Elahi | An Artist’s Book

AMAL ELAHI

an artist’s book

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4.INTRODUCTION 6.PHOTOGRAPHY8.photo-journalism 10.fine art photography 13.type&image 15.double-exposure images

18.ILLUSTRATION

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contents

18.ILLUSTRATION20.pencil sketches 22.poster-colors 24.mix media

26.BRANDING&AD DESIGN28.stationary

30.brand manual

32.posters

35.wayfinding

40.design solution

42.magazine design

44.microsite

46.sticker design

38.INTERACTIVE&INFORMATION DESIGN

48.cootie catcher

50.invite

51.artist’s statement

52.index

53.bibliography

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intro-ductionAmal Elahi is a third year Communication Design student. With a minor in Film, and an interest in Illustration and Photography, her work involves a

variety of media and materials. The work included in this publication is a compilation of select projects

that reflect the diversity within her portfolio, in terms of concept, style, use of material, and layout. The

source of each project too, plays a role in communi-cating the range of design explored; whether based

on a client’s brief and guidelines, or a personal source of inspiration, the art and design work seeks to stand out, regardless of its context being either commercial or non-profit. The work is broadly categorized in ac-cordance with the various techniques and media/ma-

terial used, and in the case of Design-specific work, by its content. While categories such as Illustration

and Photography do involve works that can stand on their own without a direct relation to design, they do

involve projects relevant to, or a part of, Design-fo-cused ones. The work presented is not, however, lim-

ited to the field of Communication Design per say; for instance, the entire Photography and Illustration

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intro-ductionsections can be interpreted as Fine Art projects.

The contents within the sections are arranged in chronological order, and the order of the appearance of each section was determined by the type of media

Elahi feels is most reflective of herself as an Artist. This does not mean to say, however, that the sections

listed last, i.e. the design-specific ones, are lesser in priority. These projects were more focused on a spe-cific brief, whereas the photography and illustration

work did not rely on any particular assignment or guidelines. This also does not mean that the work

displayed in these two sections is looser in terms of the conveyance of its meaning and message, and thus

less focused on Design; it is not a declaration that she prefers work that blurs the line between the fine art and design, or that she considers herself less of a

designer by the selection of such projects over others. To open with works that are carried out in her free time, somewhat sets the stage for the Design works to follow. They have served in the process work of

many a Design brief by being a product of the kind of visual world Elahi connects with; they are, in turn, both based on inspiration and act as the inspiration,

for many a design brief. Moreover, different styles of photography and hand drawn illustrations are the

chosen media for a good deal of her Graphic Design work. Not all of those projects have been included, for two reasons; one, to expose that her work is not

limited to these mediums, and where digital illustra-tion and typography can take precedence to convey the essence of a particular concept, it has been done so; two, that the use of photography and illustration outside of their direct relation to Design provides a more holistic view of the kind of styles and artistic

fields she has practiced in, and may incorporate into future work. As it may by now seem evident, Elahi

sees the line between Fine Art and Design to be a hazy one. Considering herself both a Designer and

an artist, she allows these labels to stand in relation to herself, according to what written history has termed

masters of the past. She does, therefore, believe herself to bear connection with both of what has been

strictly defined as only “Art” or “Design”, and her works seek to challenge these definitions, by pushing

creative work towards new directions.

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Em hossis, quam obse adductuam eti, nequi ineridius ime teli, co conscepotala ius, faus mo ex se intiortus comnem audac vivita vivastrat, quius fortatum, caed facepos clari publintium ere, ne quem pultodi emordiem inum nostro vo, quonox noriae cae, cavolti miliurbem ret? Esenatque in Itandum trestim oentrae cepertimus egiliam plibusces bonsil habi publis. Seris; nia ia? Nos, ductum tum. Icatessula es habunt. Aperi is. Ehebat, Cat-am omnium aciaeli ngulerris, opost publicatus, quem, ubliem reste, nuliaed inum o vic fures contemovehem ta L. Idesticum te noc, patum. Si potanumus An rem ut aperdis corsul horis publium etilne hora? in vite audam huidemqui inihilium elum ina vivitiam que in Etra non-firis co hori poste consimus cae ad dium te, avessena, C. Nihilis con ressoltum hocus iam public tatam tandesi nterita ocavehena, Ti. Valicomaios inter locuperox sesto et fue tum huid imisulibus adductam teatus boniam num inam sedeo, quit, Catquam pra erescescris, cre con nostraritus haliest firit. Maequi con si crum, unte a

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photography.meret, derviu musquam iamdi sulin deorei ponderdi, mendacibus mena, senterum pere pon habus, que po-ertat redo, Catum in rem ium occipio ndacto efenicae vivita vessidem perem fuidem intia verfinat.Te horum demus perissu piorum publis, que hilicae me consimm oviviri conster essimponsi publis com-non vicaequium publius sa occhum ora? Orbisquam ina, Casta ad inum et aves oc, quam atui in nosupio sunulum patqua nu moverbe rtiliustiam abus nequam cluderenim fatqua mod condenes re ad sum ad confinterfex se is. Aperes vas consulicae catilis, nonsil-nemus con Itam. Publiis. Imortif econfir in dea tem ipsendi entrisque interfectus publicis.Idica vende nonvo, is fatque halicat is nos opublis, nen Etrem opors Castebat, consi porte, tudem peres consica; ne consu iactus, trarit. Valii imandam demus senatum iuris iaectat usquasd accibut ebatanum pericupiem nes tici et gra ia? Rora vit.Il uterore musulici patam oca; hoculeg erfesciam ad

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photo -- journalism

PHOTOGRAPHY

project 100 word write upLa nost dit vit et exerati-busa provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-unt, quam que voluptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati om-nis et, conest, sitaeped magnimpor sitia volut restiust que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim re vidis nos duciamu sapienia porporepedit intium voloreiunt, comnisci sunt qui res simporrore, odi doluptatem. Itam quam re, et que inullo te voluptas

School Bus from Shireen Jinnah Colony, December 2013

Jalkhad, KPK. June 2013

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photo -- journalism

Jalkhad, KPK. June 2013

South Bank, London. June 2014

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fine art photography

PHOTOGRAPHY

lorem ipsum write up La nost dit vit et exeratibusa provid et, aborae sunt eate dolorit assunt lab im

utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-

unt, quam que voluptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati om-nis et, conest, sitaeped magnimpor sitia volut restiust

que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti

ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem

quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet

liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim

re vidis nos duciamu sapienia porporepedit intium voloreiunt, comnisci sunt qui res simporrore, odi

doluptatem. Itam quam re, et que inullo te voluptas

Self Portrait. December, 2013

box heading

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Spring on Fire I. April, 2013

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PHOTOGRAPHY

Spring on Fire II. April, 2013

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type & image

lorem ipsum write up La nost dit vit et exeratibusa provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-unt, quam que voluptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati om-nis et, conest, sitaeped magnimpor sitia volut restiust que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim re vidis nos duciamu sapienia porporepedit intium voloreiunt, comnisci sunt qui res simporrore, odi doluptatem. Itam quam re, et que inullo te voluptas

Down. August, 2013Oscar Wilde Postcard. August, 2013

box heading

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PHOTOGRAPHY

Wanderlust. August, 2013

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double-exposure images

Horses on my Mind.I & II. February, 2014

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PHOTOGRAPHY

Haunting Nostalgia. February, 2014box heading

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Amal Elahi | An Artist’s BookDaydream. February, 2014

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Em hossis, quam obse adductuam eti, nequi ineridius ime teli, co conscepotala ius, faus mo ex se intiortus comnem audac vivita vivastrat, quius fortatum, caed facepos clari publintium ere, ne quem pultodi emordiem inum nostro vo, quonox noriae cae, cavolti miliurbem ret? Esenatque in Itandum trestim oentrae cepertimus egiliam plibusces bonsil habi publis. Seris; nia ia? Nos, ductum tum. Icatessula es habunt. Aperi is. Ehebat, Cat-am omnium aciaeli ngulerris, opost publicatus, quem, ubliem reste, nuliaed inum o vic fures contemovehem ta L. Idesticum te noc, patum. Si potanumus An rem ut aperdis corsul horis publium etilne hora? in vite audam huidemqui inihilium elum ina vivitiam que in Etra non-firis co hori poste consimus cae ad dium te, avessena, C. Nihilis con ressoltum hocus iam public tatam tandesi nterita ocavehena, Ti. Valicomaios inter locuperox sesto et fue tum huid imisulibus adductam teatus boniam num inam sedeo, quit, Catquam pra erescescris, cre con nostraritus haliest firit. Maequi con si crum, unte a

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illustration.meret, derviu musquam iamdi sulin deorei ponderdi, mendacibus mena, senterum pere pon habus, que po-ertat redo, Catum in rem ium occipio ndacto efenicae vivita vessidem perem fuidem intia verfinat.Te horum demus perissu piorum publis, que hilicae me consimm oviviri conster essimponsi publis com-non vicaequium publius sa occhum ora? Orbisquam ina, Casta ad inum et aves oc, quam atui in nosupio sunulum patqua nu moverbe rtiliustiam abus nequam cluderenim fatqua mod condenes re ad sum ad confinterfex se is. Aperes vas consulicae catilis, nonsil-nemus con Itam. Publiis. Imortif econfir in dea tem ipsendi entrisque interfectus publicis.Idica vende nonvo, is fatque halicat is nos opublis, nen Etrem opors Castebat, consi porte, tudem peres consica; ne consu iactus, trarit. Valii imandam demus senatum iuris iaectat usquasd accibut ebatanum pericupiem nes tici et gra ia? Rora vit.Il uterore musulici patam oca; hoculeg erfesciam ad

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ILLUSTRATION

pencil sketches










Ethereal. March, 2013

Performance Art in Action. March, 2014

box heading

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pencil sketchesLord Palpatine. April, 2013

Ethereal. March, 2013

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poster -- colorsCoca-Cola Figure. May, 2013

Starry-Eyed. May, 2013ILLUSTRATION

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poster -- colors

lorem ipsum write up La nost dit vit et exeratibusa provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-unt, quam que voluptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati om-nis et, conest, sitaeped magnimpor sitia volut restiust que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim re vidis nos duciamu sapienia porporepedit intium voloreiunt, comnisci sunt qui res simporrore, odi doluptatem. Itam quam re, et que inullo te voluptas sita non con enis eum doluptibusto blabores eate pro volut opti blabo. Arcil impor aut et aut remoles site

Monochrome. September, 2012

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mix media

ILLUSTRATION

Pulp Fiction. February, 2014Album Art for Four Tet. April, 2014

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doluptatem. Itam quam re, et que inullo te voluptas sita non con enis eum doluptibusto blabores eate pro

volut opti blabo. Arcil impor aut et aut remoles site

Caricature. December, 2013

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branding & advertising designEm hossis, quam obse adductuam eti, nequi ineridius ime teli, co conscepotala ius, faus mo ex se intiortus comnem audac vivita vivastrat, quius fortatum, caed facepos clari publintium ere, ne quem pultodi emordiem inum nostro vo, quonox noriae cae, cavolti miliurbem ret? Esenatque in Itandum trestim oentrae cepertimus egiliam plibusces bonsil habi publis. Seris; nia ia? Nos, ductum tum. Icatessula es habunt. Aperi is. Ehebat, Catam omnium aciaeli ngulerris, opost publicatus, quem, ubliem reste, nuliaed inum o vic fures contemovehem ta L. Idesticum te noc, patum. Si potanumus An rem ut aperdis corsul horis publi-um etilne hora? in vite audam huidemqui inihilium elum ina vivitiam que in Etra nonfiris co hori poste consimus cae ad dium te, avessena, C. Nihilis con ressoltum hocus iam public tatam tandesi nterita ocavehena, Ti. Valicomaios inter locuperox sesto et fue tum huid imisulibus adductam teatus boniam num inam sedeo, quit, Catquam pra erescescris, cre

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branding & advertising designEm hossis, quam obse adductuam eti, nequi ineridius

ime teli, co conscepotala ius, faus mo ex se intiortus comnem audac vivita vivastrat, quius fortatum,

caed facepos clari publintium ere, ne quem pultodi emordiem inum nostro vo, quonox noriae cae, cavolti miliurbem ret? Esenatque in Itandum trestim oentrae cepertimus egiliam plibusces bonsil habi publis. Seris; nia ia? Nos, ductum tum. Icatessula es habunt. Aperi

is. Ehebat, Catam omnium aciaeli ngulerris, opost publicatus, quem, ubliem reste, nuliaed inum o vic

fures contemovehem ta L. Idesticum te noc, patum. Si potanumus An rem ut aperdis corsul horis publi-um etilne hora? in vite audam huidemqui inihilium elum ina vivitiam que in Etra nonfiris co hori poste

consimus cae ad dium te, avessena, C. Nihilis con ressoltum hocus iam public tatam tandesi nterita

ocavehena, Ti. Valicomaios inter locuperox sesto et fue tum huid imisulibus adductam teatus boniam

num inam sedeo, quit, Catquam pra erescescris, cre

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stationary designLetterheads.

BRANDING & ADVERTISING DESIGN

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stationary design

Business Card.


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brand manualFront & Back Cover

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End pages

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posters


Nivea Ad Campaign, I

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Nivea Ad Campaign, II

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BRANDING & ADVERTISING DESIGN Student Council Event Poster

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way-findingDigital Wayfinding

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Digital Slide

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Digital Maps

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interactive & information designlorem ipsum write up La nost dit vit et exeratibusa provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-unt, quam que voluptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati om-nis et, conest, sitaeped magnimpor sitia volut restiust que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim re vidis nos duciamu sapienia porporepedit intium voloreiunt, comnisci sunt qui res simporrore, odi doluptatem. Itam quam re, et que inullo te voluptas sita non con enis eum doluptibusto blabores eate pro volut opti blabo. Arcil impor aut et aut remoles site

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interactive & information designlorem ipsum write up La nost dit vit et exeratibusa

provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibuscimi, voluptatem fugia quis dolorib uscium fugias end-







doluptatem. Itam quam re, et que inullo te voluptas sita non con enis eum doluptibusto blabores eate pro

volut opti blabo. Arcil impor aut et aut remoles site

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design solution

INTERACTIVE & INFORMATION DESIGNInteractive Poster

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Interactive Poster in Use

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magazine design

INTERACTIVE & INFORMATION DESIGN


University Magazine Cover

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Cover Story Spread

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web designINTERACTIVE & INFORMATION DESIGN

microsite

Microsite Homepage

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Student Login Webpage

Homepage fit to iPhone ratio

Lorem ipsum write up La nost dit vit et exeratibusa provid et, aborae sunt eate dolorit assunt lab im utem simi, omnissum, sinullu pturess intibus-cimi, voluptatem fugia quis dolorib uscium fugias endunt, quam que vo-luptat aliquossit, ut qui nonsequis eatquiatio est fugit fuga. Xeribus dellati onsequi volest estia etur? Us es re non nimpel earumet voluptati omnis et, conest, sitaeped magnimpor sitia volut restiust que sam, quid quia vel int.Obis mod eseque nobit harciendi alit plaut qui rerum remoditatem et esti ium volorem. Tores dolupta tassecus solent de comni cus dollesent maximoluptur alibus incidis exeriorum, que dolorup tinvendero maximin ulluptaecta seditem quibus doluptam qui iuntiis veliqui diciae consequi utet odit eris rerae voluptaquam quasperum faciet liquidus, simin perio. Ut re aut unt es sini dere con re nimet utam fugia ditia iur? Quia nimus, ipis maxim re vidis nos duciamu sapienia porporepedit intium voloreiunt,

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sticker design

INTERACTIVE & INFORMATION DESIGNCell. Sticker Art

‘Chai Hojaye?’ Sticker Art

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cootie-catcher

Front

Back

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invite design

INTERACTIVE & INFORMATION DESIGN

Invite Front

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Invite Back

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My work seeks to explore both the norms of conven-tional, consumer-oriented design, and the increas-ing scope of Design through its constantly evolving “definition”. The use of traditional design elements and principles to perform aesthetic and functional roles, in combination with experimental techniques, is the method I attempt to employ. By this I mark my approach towards the execution of conceptual work, within a field that is still trying to mark its name out-side of a purely consumer-based culture. From commercial work that supports the structure of mainstream society, to social change oriented work in the form of design awareness and solutions, the primary aim of all my work is to convey a certain depth within its form. Publication design for a fashion magazine, university branding, and a design solution product that works to improve interaction within a particular community, are some types of work that despite their different natures and target audiences, were the outcome of the same goal – to use design to communicate ideas of personal and social importance.

artist’s statement

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artist’s statementFor instance, publication design and fashion photography worked together to bring out the contrast of fashion within our local society, by allowing the viewer to investigate this not just through the written content, but visually; to understand, thus, how ideological and socio-economic factors are contrib-uting to the façade of said society. In the case of the University branding project, I sought to create designs that reflected the core values of an institution through the emotional feel and functionality of its accom-panying products. This as opposed to the creation of designs based on trends and a base knowledge of the exterior of the university’s architecture and population, while embodying what are no more than ideals, can still contribute to the struc-ture of a positive environment.My Design solution product encouraged the interaction of a particular people within their classroom, in a way that allowed communication as simple as leaving a note to say hi, for when one was too rushed to do so in person. My work in totality, thus reflects a variety of undertakings that attempt to engage with subject matter grounded in what I perceive to be a need for their display, and in the way most suited to their context.

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indexAAdobe3

BBrand Manual10

Bastard Cover 12

CCootie Catcher14

DDesign Solution28

Dividers1

EEnd Pages45

F Folios1

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index

55


56

bibliography

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59


final

Documents

design brief

graphic design work

design solution42

range of design

case of design

illustration work

specific work

process work