shifting homelands
DESCRIPTION
Graduate Graphic Design thesis at the Academy of Art University, San FranciscoTRANSCRIPT
{ M F A T H E S I S // S U P R I Y A K A L I D A S }
‘ esi s’ i s the G reek word for ‘ position’ . A thesi s states a position
with the inte nt to prove or suppor t i t through sou nd rea soning
a nd fa ct u a l e vid e n ce .
{ P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
A C A D E M Y O F A R T U N I V E R S I T Y / / S C H O O L O F G R A P H I C D E S I G N
© 2 0 0 8 S U P R I Y A K A L I D A S
Al l r ights reserved. No part of th is book may be reproduced Or transmitted
in any form or by any means, electronic or mechanical , including photocopy
without pr ior permission In writ ing from the designer.
A C A D E M Y O F A R T U N I V E R S I T Y S C H O O L O F G R A P H I C D E S I G N
7 9 N E W M O N T G O M E R Y S T . S A N F R A N C I S C O , C A 9 4 1 0 5
{ P R O J E C T }
MFA Thesis
{ I N S T R U C T O R S }
Phi l Hamlett / Tom Sieu / Michael Sainato
{ D E S I G N / / W R I T I N G / / P H O T O G R A P H Y }
Supriya Kal idas
{ S I Z E }
9 X 12 Inches
{ T Y P E F A C E S }
Lapidary / Letter Gothic / Univers
{ S O F T W A R E }
Adobe Photoshop CS2 / I l lustrator CS2 / Indesign CS2
{ C A M E R A }
Nikon D80
{ P R I N T E R }
Epson Stylus Photo R1800
{ C O V E R M A T E R I A L }
Paper Source Oyster Book Cloth
{ T E X T S T O C K }
Red River 50lb Premium Double-s ided Matte
{ E N D S H E E T S T O C K }
Canford Paper, Red
{ B I N D E R }
The Key Pr int ing and Binding, Oakland, CA
{ F OR E WOR D }
An MFA thesis in graphic design is a weighty, self- directed project on a topic
of the student ’s choice. I t is dr iven by extensive research, cr i t ical thinking
leading to an informed point of v iew suppor ted by research and independent
thinking. It is an opportunity for students, not only to demonstrate their own
analy t ical and design ski l ls , but also to explore the power of graphic design
as a communication tool that can of ten transcend barr iers. Consequently,
the topics explored are of ten signif icant in terms of universal impl icat ions,
yet also deeply personal. A thesis project culminates in a v isual, experiential
p iece that embodies the designer ’s unique voice and point of v iew.
PA G E 0 0 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 0 5
“R E M E M BER , R E M E M BER A LWAYS, T H AT A L L
O F U S A R E D E S C E N D E D F R O M I M M IGR A N TS
A N D R E VOLU T ION ISTS .” – Franklin D el ano R oose ve l t
{ P R O J E C T O V E R V I E W }
Project Summary 0 0 8
Thesis Components 0 0 9
Why America? 010
01 { C O N C E P T D E V E L O P M E N T }
Defining the problem 015
The Solution 018
{ F O R E W O R D } 0 0 3
02 { B R A N D I N G & I D E N T I T Y }
Logo Development 024
Final Identity 027
Stationery 0 3 0
0 3 { T H E E X H I B I T }
Cultural Marketplace 0 3 3
Venue 0 3 4
Gallery Floor-plans 0 3 6
Gallery -A layouts 0 4 0
Gallery -B layouts 0 52
0 4 { E X H I B I T P R O M O T I O N }
Multicultural Salad Bowl 07 7
Exhibit ion Catalog 078
Website 0 8 8
Postcards 0 92
Tickets 0 9 4
Tags 0 9 6
Environmental Advertising 0 9 8
{ C O N C L U S I O N } 10 6
{ T H A N K Y O U } 107
{ TA B L E OF C ON T E N T S }
PA G E 0 0 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
The pr imary goal of this thesis project is to pave the path for continued
cultural exchange between Americans and new immigrants, so that we
may continue to be true to our nation’s de facto motto, E pluribus unum
– out of many, one. The outcome of this project is an exhibit and visual
narrat ive that uses the metaphor of American cultural icons as a way to
understand and interpret America’s immigrant identity. By reminding us
that al l Americans are united by a shared immigrant heritage, the exhibit
paves the path for a better understanding of America’s unique position in
the world as a nation of nations.
A C U L T U R A L M O S A I C
Anthropologists define culture as “the way of l i fe for an entire society”.
As a nation of immigrants from the 19th to the 21st century, the United
States has been a recipient as much as an expor ter of g lobal culture,
and a steady stream of immigrants has been an impor tant source of
Amer ica’s cultura l v i ta l i t y and d iversi t y. Over the years, immigrants
from all over the world have brought pieces of their native culture as a
{ PR OJ E C T S U M M A R Y }
T h e p r i m a r y o b j e c t i v e o f m y t h e s i s p ro j e c t i s t o re co g n i z e A m e r i c a’ s l o n g h i s t o r y
a s a n a t i o n o f i m m i g ra n t s , a n d t o ce l e b ra t e t h e p os i t i v e i m pa c t t ha t i m m i g ra t i o n
ha s ha d o n A m e r i c a n c u l t u re a n d wa y o f l i f e .
means of retaining their ethnic identity. Many of them, l ike the pizza and
apple pie have assimilated to become symbols of our national identity.
What this means is that America has soaked up influences from all other
cultures, but created something distinctly American, something which
is the synergy of al l the var ious cultures within the United States. I t is
this process of give -and -take and assimilation that has made America a
microcosm of the rest of world.
A N A T I O N O F N A T I O N S
The exhibit is organized around the themes of Food, Spor t and Language.
The nar rat ive is constructed with emphasis on the histor y, facts and
statistics surrounding specif ic American cultural icons using the medium
of i l lustration, text, objects and interactive displays. The primary target
audience is residents of the United States between the ages of 20 – 40.
However, i t is impor tant that the exhibit and i ts message be accessib le
to people of var ied soc ia l and cul tura l upbr ing ing who are cur rent ly
residing in the United States.
PROJECT OVERVIEW
{ D E S C R I P T I O N } PA G E 0 0 9
{ I D E N T I T Y S Y S T E M }
{ S C O P E } { F U N C T I O N }
Logo
Stationery system
The identity system is the first step in the
creation of a cohesive visual system for the
project materials.
{ P R O J E C T W E B S I T E }
{ S C O P E } { F U N C T I O N }
Website The website creates awareness about the
project and utilizes the capacity of the medium
to reach a wide audience. It serves as a common
universal platform to invite participation in the
project and share thoughts, ideas, stories and
resources.
{ E X H I B I T I O N }
{ S C O P E } { F U N C T I O N }
Determine venue
Planning + Design
Scale drawings
3D Model
The exhibit explores the history and impact of
immigration on American culture. It is the perfect
opportunity for a diverse group of individuals to
come together in a common setting and share
their unique immigrant histories.
{ P R O M O T I O N }
{ S C O P E } { F U N C T I O N }
Poster series
Mailer
T ickets
Environmental ads
This cohesive set of materials is designed to
create awareness and a buzz about the project,
while also providing information about the
exhibit.
{ E X H I B I T T A K E - A W A Y S }
{ S C O P E } { F U N C T I O N }
Exhibit ion Catalog
Postcards
Merchandise
Handouts and takeaways at the exhibit enable
the project to live on in the outside world beyond
the scope of the exhibit.
{ T H E S I S C OM P ON E N T S }
PA G E 010 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
W E A R E A L L I M M I G R A N T S
More so today than at any other point in history, the United States is
a nation of immigrants. America represents the largest migration to
a single nat ion in al l of human history – an amazing two -thirds of al l
the immigration in the world consists of people entering the U.S. The
one thing that is common to the three hundred mil l ion people l iv ing in
America today – save the Native Americans – is a common immigrant
her itage. Near ly every American family has stor ies of ancestors who
r isked l ife and l imb to make it to the United States. We are a society of
immigrants, each of whom have begun l ife anew, on an equal footing.
Though migrat ion is a universal phenomenon and is not exc lusive to
the United States, American immigration represents a microcosm of
global migrat ion. Persecuted for their rel ig ious bel iefs, a long l ine of
men and women have taken refuge in America ever since the Pilgr ims
landed at P lymouth Rock. Barred from their homelands as enemies of
state, dissidents have come to America so that their voices wil l not be
silenced. Looking for a better life for themselves and their families, most
immigrants have seen America as a promised land. Searching for safety,
four mil l ion refugees have come to America since World War I I . Drawn
to the possibilities of a free society, creative spirits have flourished in an
environment which rewards talent and hard work. People have flocked to
America’s shores in the pursuit of the very things this country stands for
– freedom, l iber ty and oppor tunity. Though the faces have changed over
t ime, the reasons remain the same.
{ W H Y A M E R IC A ? }
T h e U n i t e d S t a t e s . . . i s n o t m e r e l y a n a t i o n , b u t a t e e m i n g N a t i o n o f N a t i o n s .– Wa l t W h i t m a n
T H E C H A N G I N G F A C E O F A M E R I C A
For over two centuries. America has seen a steady influx of immigrants
from all over the globe. Prior to 1965, nine out of ten immigrants were
from Europe or Canada. Now, more than half come from Asia or Mexico.
In the course of a day, the average American encounters at least f ive
people from dif ferent cultures. One out of every two knows someone
who came to the U.S. in the past few years. This enormous scale of
migration is rapidly and permanently changing the face of America. It is
alter ing America’s racial makeup, landscapes and cityscapes, taste in
food and clothes and music, its entire perception of itself and its way of
l ife. There have long been Chinatowns in American cities, but now there
is a Lit t le Havana in Miami, Koreatown in Los Angeles, L it t le Saigon in
Orange County, L it t le Odessa in Brooklyn.
The scale of migrat ion is cer tain to accelerate in the foreseeable future
due to growing global population and shrinking global resources. But how
tolerant is the average American to the increasing number of immigrants
in his or her environment? Immigrants are one of the most vulnerable
groups in soc iet y. When people cross a border, not only are thei r own
understandings of themselves and their surroundings transformed, but
they find that others’ reaction to them has changed as well. Assimilation
into their new community must be faci l i tated by acceptance of their
hosts. At the same t ime, i t is essentia l to inst i l l a feel ing of pr ide and
community in new immigrants, and reconci le their ethnic identit ies with
their new home.
IMPORTANCE AND RELEVANCE
{ D E S C R I P T I O N } PA G E 011
{ O N E I N N I N E P E O P L E L I V I N G I N A M E R I C A T O D A Y I S A F I R S T - G E N E R A T I O N I M M I G R A N T . }
PA G E 012 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ 1 8 6 0 – 1 8 9 0 }
Irish of all classes emigrated to the United States as
a result of the potato famine.
German political refugees emigrated following the
failure of a revolution.
{ 1 8 9 0 – 1 9 0 0 }
Italians fleeing grinding rural poverty migrated to the
U.S. from Southern Italy and Sicily,
{ 1 6 0 0 – 1 8 5 0 }
The Transatlantic Slave Trade to the New World
caused the forced migration of millions of Africans
predominantly into the American South.
{ 1 6 0 0 s – 1 7 0 0 s }
British colonial expansion into America began in
the late 16th century before reaching its peak after
colonies were established throughout the Americas.
CONCEPT DEVELOPMENT
{ D E S C R I P T I O N } PA G E 013
{ 1 9 0 0 – 1 9 1 0 }
The anti -Semitic violence of the Russian pogroms
drove millions of Jews out of the Russian Empire
into the United States seeking political asylum.
{ 1 9 1 0 – 1 9 3 0 }
Revolution in Mexico and a strong U.S. economy
brought a tremendous increase in Mexican
immigration rates.
{ 1 9 6 5 – P R E S E N T }
The 1964 Immigration and Nationality Act re -opened
the doors to Asian immigrants, who continue to
come in pursuit of profitable white collar jobs.
{ 1 8 4 8 – 1 8 8 2 }
Fueled by news of the California Gold Rush, young
Chinese men arrived in America with hopes of
striking it rich. This wave ended with the Chinese
Exclusion Act of 1882.
{ 1 9 6 5 – P R E S E N T }
The current wave of immigration from Mexico and
Latin America is fueled by poverty, political upheaval
and lack of opportunity at home.
PA G E 014 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ S E C T I O N } 01 { C O N C E P T D E V E L O P M E N T }
Immig rant s are one of the most vulne rabl e g roups in societ y . Ef fec t ive a s simil at ion
of immig rant s can only be achie ved b y e mpath y and acce ptance f rom the host
communit y .
{ D E S I G N E R }
SUPRIYA KALIDAS
CONCEPT DEVELOPMENT
{ D E S C R I P T I O N }
01
{ S E C T I O N } PA G E 015
The cultural exchange that immigrat ion fosters make the United States
r icher and more diverse, and immigrant labor f i l ls very essential spaces
in the American workforce. The scale of migration is cer tain to accelerate
in the foreseeable future due to growing population and shrinking global
resources. Not only must Americans star t to open their minds, i t is a lso
essential to insti l l a feeling of pride and community in new immigrants.
{ T H E P R O B L E M }
Immigrat ion into Amer ica has been beset by controversy throughout
history. Americans have always been ambivalent about immigration and
immigrants despite their own immigrant past. There has, in some circles,
been a sense of bigotry towards newer immigrants entering the United
States. They have been v iewed as steal ing American jobs and di lut ing
American culture despite evidence to the contrary.
PA G E 016 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CONCEPT DEVELOPMENT
{ D E S C R I P T I O N }
01
{ S E C T I O N } PA G E 017
PA G E 018 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ T H E G A P }
Immigration has always been a prominent par t of the polit ical and social
conversation in the United States. Numerous monuments and statues
dot the landscape all over the country. The Ell is Island and Angel Island
immigration museums, both located at major por ts of entry on the East
and West coasts respectively, pay due homage to immigrants and the
immigration experience as a whole. Newer immigrants into the country,
most notably Hispanic immigrants have staged many peaceful protests in
pursuit of equality of rights and recognition. May 1st has been unoffically
declared National Immigrant Day and is marked by marches and ral l ies in
cit ies across the United States.
The subject of immigrat ion has recieved a lot of at tent ion in the media,
most of it negative. As a result, Americans are constantly re -evaluating
their opinion on the subject. The current tone of the conversation about
immigrat ion excludes establ ished Americans and is too focussed on
newer immigrants. Most second and third generation Americans do not
consider themselves par t of the larger immigrant population even though
they are aware of their immigrant history. When a protest is staged, they
do not feel vested and there exists a basic disconnect.
It is impor tant to change the tone of this conversation if there is to be
a transformation of at t itudes. The posit ive aspects of immigration need
to be stressed, and established Americans need to be included in the
conversation by reminding them of their own immigrant history.
{ M Y S O L U T I O N }
My objective is twofold – to include established Americans in the dialog
about immigration, and to insti l l a feeling of pride in newer immigrants.
The way I chose to achieve this is by looking at the pivotal ro le p layed
by immigrants through history in shaping al l that Americans consider
“American”. Narrowing my focus fur ther, I chose to look at Amer ican
culture, specif ical ly in the areas of food, language and spor t. By using
the metaphor of American cultural icons to talk about immigrat ion the
tone of the conversation is immediately altered, making it more inclusive
and uplif t ing.
An exhibit about American culture is cer tain to pique the interest of
establ ished Americans, whi le also making newer immigrants feel par t
of a continuing history. A discussion on the contr ibut ions of specif ic
immigrant groups to American culture wil l serve to remind Americans
of their own immigrant backgrounds. Americans will come to appreciate
the essential role played by immigrants in making this country what it is
– a unique microcosm of the world.
Looking forward, I hope that the exhibit will catalyse a change in attitude
of Americans towards immigrants, and make newer immigrants feel
proud to be such an essentia l par t of the American fabr ic . The format
of an exhibit a l lows people of a diverse background to come together
in a common space, and share their indiv idual stor ies and perspectives
within a larger framework.
CONCEPT DEVELOPMENT
{ D E S C R I P T I O N }
01
{ S E C T I O N } PA G E 019
PA G E 0 2 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CONCEPT DEVELOPMENT
{ D E S C R I P T I O N }
01
{ S E C T I O N } PA G E 0 21
PA G E 0 2 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
02 { B R A N DI N G I DE N T I T Y }
“ W hat , then , i s thi s ne w man , the Am e r ican? He i s a mi x ture of Engli sh , S cotch ,
Ir i sh , French , D utch , G e r man s , and S wed es . From thi s breed , that race , now cal l ed
Am e r ican s , have ar i sen .” – J . H e c t o r S t . J o s h d e C r e v e c o u e r
{ S E C T I O N }
BRANDING + IDENTITY
{ D E S C R I P T I O N }
02
{ S E C T I O N } PA G E 0 2 3
PA G E 0 24 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
LOGO EXPLORATIONS
{ D E S C R I P T I O N }
02
{ S E C T I O N } PA G E 0 2 5
PA G E 0 2 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ B R A N D A T T R I B U T E S }
Simple
Clear
Evocative
Contemporary
Experiential
Posit ive
Playful
Inclusive
{ T H E N A M E }
I chose the name Shifting Homelands for my project because it conveys
the confl ict between culture and identity that al l new immigrants face.
Despite immigrants’ ef for ts to cope with their new adopted home, they
cannot help but remain l inked to their countr y of or ig in. Immigrants
often have to continually re -define their idea of “home” and are caught
between two, often confl icting cultures.
{ T H E L O G O }
I approached the logo with an aim to convey the idea of migration as
a mass movement of people across the globe. To this ef fect, I star ted
exploring circular forms, converging arrows and shapes that conveyed
that sense of movement.
The final logo for Shifting Homelands takes its cue from the immigration
stamp that appears on a passpor t whenever an international border is
crossed. The circular shape of the stamp hints at the form of the globe,
and the two arrows suggest movement. The type is set in Interstate
Condensed and Interstate Condensed Bold.
{ S T A T I O N E R Y }
In keeping with the concept of the logo as a stamp, the typography
on the stationery system is designed to look like a form that immigrants
rout inely have to f i l l in. The dif ferent components of the stat ionery
system are hand stamped in the space provided before use.
FINAL LOGO
{ D E S C R I P T I O N }
02
{ S E C T I O N } PA G E 0 2 7
x
x
20°
PA G E 0 2 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
FINAL LOGO
{ D E S C R I P T I O N }
02
{ S E C T I O N } PA G E 0 2 9
PA G E 0 3 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
FINAL LOGO
{ D E S C R I P T I O N }
02
{ S E C T I O N } PA G E 0 31
PA G E 0 3 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ S E C T I O N } 03 { T H E E X H I B I T }
“ If the m elt ing pot e xi st s , the cheeseburge r may wel l be i t s most palpabl e product;
to ta k e a bite of i t i s to ta k e a bite of hi s tor y . . .” – E l i z a b e t h R o z i n
{ D E S I G N E R }
SUPRIYA KALIDAS
THE EXHIBIT
{ D E S C R I P T I O N }
03
{ S E C T I O N }
within the visual context of a cultural marketplace or city center. Large
scale graphics, vendor stal ls, street corners, bi l lboards and newsstands
enhance the feeling of being within a public market. The exhibit is also
designed to be dif ferent from tradit ional ar t exhibits in the sense that it
is very hands-on, people are invited to interact with and experience the
objects and displays.
{ T H E C U L T U R A L M A R K E T P L A C E }
The main idea of the exhibit is to celebrate the impact of immigration
on American culture and to promote the cultural give -and -take between
established Americans and new immigrants. This central thought gave
r ise to the idea of a bustl ing marketplace as a center of community and
interaction. The marketplace serves as a visual metaphor, one with which
people of al l cultures resonate. The sections of the exhibit are framed
PA G E 0 3 3
PA G E 0 3 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
I chose the Yerba Buena Center for the Ar ts gal ler ies in San Francisco
as the venue for my proposed exhibit because of their commitment to the
advancement of diversity and respect for cultural dif ferences and ideas.
YBCA is a global ly recognized center of ar t ist ic innovat ion, known for
its openness to new voices and ideas, and its sustained commitment to
creatively energizing the community through the language of ar t. YBCA
was designed to embrace and celebrate a diversity of ar ts, cultures,
audiences and viewpoints.
{ Y E R B A BU E N A C E N T E R F OR T H E A R T S }
Ye r b a B u e n a C e n t e r f o r t h e A r t s p r e s e n t s c o n t e m p o ra r y a r t f r o m t h e B a y A r e a
a n d a r o u n d t h e w o r l d t h a t r e f l e c t s t h e p r o f o u n d i s s u e s a n d i d e a s o f o u r t i m e ,
e x p a n d s t h e b o u n d a r i e s o f a r t i s t i c p ra c t i c e , a n d c e l e b ra t e s t h e d i v e r s i t y o f
h u m a n e x p e r i e n c e a n d e x p r e s s i o n . – M i s s i o n S t a t e m e n t , Y B C A
YBCA aims to bridge the seemingly contradictory worlds of pop culture,
contemporary ar t , and community aesthetics. Exhibit ions, per formances,
f i lm /video, and various community engagement programs are organized
thematical ly in an ef for t to connect ar t and community l i fe. The Shifing
Homelands exhibit would be very much in sync with the YBCA’s mission
and va lues, not only because of i ts ce lebrat ion of d ivers i t y, but a lso
because i t uses the medium of design and pop culture to talk about an
impor tant social issue of our t ime.
LOCATION OF THE EXHIBIT
{ D E S C R I P T I O N }
03
{ S E C T I O N } PA G E 0 3 5
PA G E 0 3 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
8.0 ’ 10.0 ’
13.0
’
13 .0 ’
20.0
’6.
6’18
.0’
29 .0 ’
9.6’
30.0
’
9 .6 ’
A 1
A 2A 3
A 4
A 5
{ G A L L E R Y - A P L A N + E L E V A T I O N }
S C A L E 1 : 2 0 0
{ G A L L E R Y - A }
The YBCA exhibition gallery consists of two spaces – a small anteroom,
Gallery A and a larger space, Gallery B. The anteroom is accessed from
the lobby, and leads into the larger gallery. I designed Gallery A as an
introduct ion to the ent i re exhib i t . This room prov ides an overv iew of
immigration into the United States, past and present. Impor tant facts
and statistics, maps and a t imeline provide a framework for the rest of
the exhibit . This room provides a quick glance at the why, how and
when of immigration into the United States.
{ G A L L E R Y - B }
This space houses the main body of the exhibit , and i l lustrates the
impact of immigration by employing the metaphor of American cultural
icons and artifacts. The space is designed to enable people to traverse
the exhibit organically, al lowing for interaction between visitors. Large
scale graphics and instal lations are strategically placed to draw the eye
towards dif ferent par ts of the room. This par t of the exhibit is divided
into three main sections – Food, Spor t and Language – and is designed
to emulate the feeling of a marketplace.
FLOORPLAN + ELEVATION
{ D E S C R I P T I O N }
03
{ S E C T I O N } PA G E 0 37
{ G A L L E R Y - B P L A N + E L E V A T I O N }
S C A L E 1 : 2 0 0
25.0 ’
77.0
’
60.0
’5.
7’
7 .5 ’
7 .5 ’
5 .7 ’ 40 .0 ’
7.5’
8 .0 ’ 8 .0 ’
12.0
’
12 .0 ’
49.0
’
67 .0 ’
B 1
B 2
B 3
B 4
B 5
B 6
PA G E 0 3 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PROCESS SKETCHES FOR EXHIBIT
{ D E S C R I P T I O N }
03
{ S E C T I O N } PA G E 0 3 9
PA G E 0 4 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
18.0 ’
GALLERY-A LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N } PA G E 0 41
A 1
A P P R O A C H F R O M
B O X O F F I C E
{ G A L L E R Y A // WA L L A1 }
13.0
’
This is the very first wall a visitor encounters upon entering the exhibit.
I wanted this wall to make an impact visually, as well as encapsulate
the theme of the exhibit . I used simpl i f ied icons of objects that have
been brought into the United States by immigrants at various points in
history, but have subsequently assimilated to become part of mainstream
American culture. These objects come together to take the shape of the
United States.
PA G E 0 4 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 4 3
GALLERY-A LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 4 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
A 2
B O X O F F I C E
30.0 ’
{ G A L L E R Y A // WA L L A 2 }
13.0
’
Shor t introduction to the Shifting
Homelands project and description
of the intent and tone of the exhibit.
PA G E 0 45
GALLERY-A LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
B O X O F F I C E
A 4
A 5
Graphic that i l lustrates at a glance various stages
of immigration into the United States – when, why
and where from people came to this country.
Introduction to the next section of the exhibit ,
explaining the idea of the Cultural Marketplace
and its relevance to the topic of immigration.
{ G A L L E R Y A // WA L L S A4 , A 5 }
20.0 ’
13.0
’
10 .0 ’
PA G E 0 4 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
A 3
B O X O F F I C E
Statistic that i l lustrates the immigrant make -up
of the American population today, broken up by
country of origin.
{ G A L L E R Y A // WA L L A 3 }
PA G E 0 47
GALLERY-A LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
29.0 ’
13.0
’
This interactive instal lation is designed to be a real - t ime
indicator of cultural diversity in the United States, using
people at tending the exhibit as a sample set. People are
asked to choose one or more colored r ings based on their
region of ancestry and place them on the appropriate bar.
As more people add to the bars, the instal lation becomes
a bar graph that indicates the relative cultural make -up of
the entire group.
PA G E 0 4 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 49
GALLERY-A MODEL
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 5 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 51
GALLERY-A MODEL
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 5 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
B 1
F R O M G A L L E R Y - A
{ G A L L E R Y B // WA L L B1 }
PA G E 0 5 3
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
45.3 ’
67.0 ’
25.0
’
PA G E 0 5 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
B 2
F R O M G A L L E R Y - A
{ G A L L E R Y B // WA L L B 2 }
The large -scale graphics are bold and draw
the eye towards that par ticular par t of the
exhibit. They are designed l ike bil lboards in
keeping with the theme of the exhibit space.
PA G E 0 5 5
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
25.0
’
77 .0 ’
An instal lation of larger-than - l ife bowling
pins and ball suspended from the ceil ing
in the impression of a str ike. This is to
be viewed from across the room.
Graphic i l lustrating professional players
from various spor ts who are immigrants
to the United States.
PA G E 0 5 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 57
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 5 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 59
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 6 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
B 3
F R O M G A L L E R Y - A
This instal lation takes its inspiration from
signs seen in public markets. The sign is
made of 5 -foot tal l neon let ters erected
on a scaffolding.
{ G A L L E R Y B // WA L L B3 }
PA G E 0 6 1
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
67.0 ’
25.0
’
The StoryCorps trai ler within the exhibit
al lows visitors to share their stories and
experiences as a way of leaving something
of themselves behind, as well as getting
involved with the project.
PA G E 0 6 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
B 4
F R O M G A L L E R Y - A
49.0 ’
A list of words in the English language
adopted from various languages around the
world, sor ted by region of origin.
{ G A L L E R Y B // WA L L B 4 }
PA G E 0 6 3
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
77.0 ’
25.0
’
The news stand has copies of the exhibit ion
catalog, which has been designed to look l ike
a newspaper. V isitors can pick up a copy as
they leave the exhibit.
An interactive display inspired by “Magnetic
Poetry”. V isitors to the exhibit are invited to
form their own one - l iners and poetry using
English words which have been adopted
from other languages. The magnetic words
are housed in a box and can be stuck onto
the metal wall .
PA G E 0 6 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 6 5
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 6 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 6 7
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 6 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ G A L L E R Y B // WA L L B 5 }
The idea of a neon sign to introduce the
topic of food was inspired by the neon
signage on many American food stal ls.
25.0 ’
B 5
F R O M G A L L E R Y - A
PA G E 0 69
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
A manned hotdog stand serving hotdogs to
visitors talks about the immigrant history of
America’s quintessential street food.
33.0 ’
13.0
’
PA G E 0 70 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ G A L L E R Y B // WA L L B 6 }
Larger than l ife display of a salsa and ketchup
bottle i l lustrating the entry of the Mexican salsa
as a mainstream American condiment.
B 6
F R O M G A L L E R Y - A
PA G E 0 71
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
Foods originally brought to America by various groups of immigrants,
which have now assimilated into mainstream American cuisine are
showcased in a deli environment. These include apple pie, pretzels,
bagels, chowder, chopsuey and hamburger. This is a manned station
and these foods are served to the visitors at the exhibit. People read
about the immigrant history of each food while sampling it .
13.0
’
25 .0 ’
PA G E 0 72 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
{ G A L L E R Y B // WA L L B 7 }
B 7
F R O M G A L L E R Y - A
25.0 ’
13.0
’
PA G E 0 7 3
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
{ G A L L E R Y B // WA L L B 8 }
25.0 ’
13.0
’
B 8
F R O M G A L L E R Y - A
PA G E 0 74 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
PA G E 0 75
GALLERY-B LAYOUTS
{ D E S C R I P T I O N }
03
{ S E C T I O N }
PA G E 0 76 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ S E C T I O N } 04 { E X H I B I T PR OM O T ION }
“ We becom e not a m elt ing pot but a beaut i f u l mosaic . D if fe rent peopl e , d i f fe rent
be l ie f s , d i f fe rent year nings , di f fe rent hopes , d i f fe rent dream s .” – P r e s i d e n t J i m m y C a r t e r
{ D E S I G N E R }
SUPRIYA KALIDAS
PROMOTION + MERCHANDISE
{ D E S C R I P T I O N }
04
{ S E C T I O N }
The metaphor of the sa lad bowl suggests that the var ious d i f ferent
cultures within the United States combine l ike a salad. A l l the cultures
within America are juxtaposed but do not merge together into a single
homogeneous culture; each culture retains its own distinct qualities, just
as in a salad, a tomato does not take on the traits of a carrot merely by
being placed adjacent to it .
{ A M U L T I C U L T U R A L S A L A D B O W L }
America’s diverse society has been described as a melting pot, in which
diverse ethnic groups shed their tradit ional identit ies and are absorbed
into a s ing le dominant cul ture. This v iew of accul turat ion is dated and
highly simplistic. In fact, the l ines of cultural influence move in multiple
directions. A better model of cultural interchange and assimilation is that
of the salad bowl.
PA G E 0 7 7
PA G E 0 78 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
EXHIBITION CATALOG
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 79
The cata log for the Shift ing Homelands exhib i t is intended to be
d ist r ibuted both as promot ion for the pro ject , as wel l as a take away
at the exhibit. The 32-page publication introduces the concept of the
exhibit , and provides detailed history and information about the various
themes presented in the exhibit. The catalog is divided into four main
sect ions, echoing the sect ions of the exhibit – Food, Spor t , Language
and Personal stories.
{ E X H I B I T ION C ATA L O G }
The tabloid -sized catalog is designed to evoke the feeling of a newspaper
because of the universa l i t y of the medium as a d isburser of popular
culture and information. The primary source of distribution is newsstands
and newspaper vending machines on street corners. The visual style is
d ic tated by the l imitat ions of pr int ing on newspr int . Bold t ypography
and f lat color i l lustrat ions take into account problems of registrat ion
and bleeding which may arise in printing and production.
PA G E 0 8 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CATALOG SKETCHES
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 81
PA G E 0 8 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CATALOG SPREAD
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 8 3
PA G E 0 8 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CATALOG PAGES
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 8 5
PA G E 0 8 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
CATALOG
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 8 7
PA G E 0 8 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
WEBSITE
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 8 9
The Shifting Homelands website is designed to spread the word about
the exhibit , as well as to encourage par ticipation in the project. Apar t
from providing information about the project and about the general topic
of immigrat ion into the United States, the websi te a lso encourages
people to submit their own immigration stories. People are also invited
to download posters and the catalog and help spread the word.
{ W E B S I T E }
PA G E 0 9 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
0 0 0 0 0
Supported by
T HE P R O JEC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
Sponsored by
JOIN THE CONVERSATION
SHIF TING HOMEL ANDS E XPLORES THE ESSENTIAL ROLE PL AYED BY IMMIGR ANTS
IN TODAY’S AMERICAN SOCIET Y. BY REMINDING US THAT AMERICA IS A “NATION OF
NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED IMMIGR ANT
HERITAGE, THE PROJECT AIMS FOR A BET TER UNDERSTANDING OF IMMIGR ANT
CULTURE AMONGST AMERICANS AS WELL AS TO RECONCILE THE IMMIGR ANTS’
ETHNIC IDENTIT Y WITH THEIR NE W HOME.
RE AD MORE ABOUT THE PROJECT
0 0 0 0 0
Supported by
T HE P R O JEC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
Sponsored by
JOIN THE CONVERSATION
SHIF TING HOMEL ANDS E XPLORES THE ESSENTIAL ROLE PL AYED BY IMMIGR ANTS
IN TODAY’S AMERICAN SOCIET Y. BY REMINDING US THAT AMERICA IS A “NATION OF
NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED IMMIGR ANT
HERITAGE, THE PROJECT AIMS FOR A BET TER UNDERSTANDING OF IMMIGR ANT
CULTURE AMONGST AMERICANS AS WELL AS TO RECONCILE THE IMMIGR ANTS’
ETHNIC IDENTIT Y WITH THEIR NE W HOME.
RE AD MORE ABOUT THE PROJECT
0 0 0 0 0
Supported by
T HE P R O JEC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
Sponsored by
JOIN THE CONVERSATION
SHIF TING HOMEL ANDS E XPLORES THE ESSENTIAL ROLE PL AYED BY IMMIGR ANTS
IN TODAY’S AMERICAN SOCIET Y. BY REMINDING US THAT AMERICA IS A “NATION OF
NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED IMMIGR ANT
HERITAGE, THE PROJECT AIMS FOR A BET TER UNDERSTANDING OF IMMIGR ANT
CULTURE AMONGST AMERICANS AS WELL AS TO RECONCILE THE IMMIGR ANTS’
ETHNIC IDENTIT Y WITH THEIR NE W HOME.
RE AD MORE ABOUT THE PROJECT
T H E P R O J EC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
0 0 0 0 0
PROJECT SUMMARY
Shifting Homelands is an MFA thesis project aimed at better assimilation
and quality of life for immigrants in America by facilitating a dialogue
between immigrants and Americans.
While much has been said about immigration policy and reform, very
little is said about migrants as individuals, their relationships either
within their own or with the host community, their value systems or
their own views about migration. When people cross borders, not only
are their own understandings of themselves and their surroundings
transformed, but they find that others’ reaction to them has changed
as well. Effective assimilation of immigrants can only be achieved by
acceptance from the hosts.
Shifting Homelands will create a platform for sharing stories and
personal testimonies of immigrants, highlighting the experience of
individuals and small groups within a larger social context.
The project is geared towards a better understanding of immigrant
culture amongst Americans as well as to reconcile the immigrants’
ethnic identity with their new home.
THE ISSUEKnow the facts about the history of immigration in America, and learn how you can get involved.
THE EXHIBITInformation and news updates about the exhibit as and when it happens
SPREAD THE WORDDownload our campaign brochure, posters and postcards and help spread the word about the project.
DOWNLOAD A PDF OF THE SUMMARY
T HE I S S UE T HE E X HIBI T S P R E A D T HE W O R D
THE PROJECT
WEBSITE PAGES
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 91
T H E P R O J EC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
0 0 0 0 0
T H E I S S U E T HE E X HIBI T S P R E A D T HE W O R D
A NATION OF NATIONS
America has been witness to four centuries of immigration
spanning a variety of scenarios. The one thing that unifies the
295 million people living in the United States today, save the
Native Americans, is that at some point in the last millennium,
they or their ancestors came here from someplace else in the
pursuit of freedom and opportunity. While many come mainly
in the hope of accumulating enough savings to return home
and live comfortably, most immigrants come to stay with no
greater goal than to be accepted as Americans.
“America is a society of immigrants, each
of whom had begun life anew, on an
equal footing. This is the secret of America;
a nation of people with the fresh memory of
old traditions who dared to explore new
frontiers...”
ALEXIS DE TOCQUEVILLE, excerpt from A Nation of Immigrants
1600sBritish Settlement
Establishment of Jamestown.
1600 – 1850African Slaver y
Forced migration into the United States
1851 – 1860Potato Famine
Many Ir ish flee to America to escape pover ty caused by the Potato blight.
1861 – 1870Land of Oppor tunity
Dissastisfied with lack of land and oppor tunity, many Germans migrate to America.
1871 – 1880Religious Freedom
Many Germans migrate to America to escape the Prussian Protestant rule.
1881 – 1890The Age of Steam
Steamships spur a major wave of European immigration
1 2 3 4THE PROJECT :: THE ISSUE
T H E P R O J EC T J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
0 0 0 0 0
T HE I S S UE T HE E X HIBI T S P R E A D T H E W O R D
This project is for immigrants as well as Americans throughout
the United States. That’s pretty much everyone who lives in
the United States.
Help spread the word about this project by downloading our
publicity campaign materials. You can distribute them among
your friends and family or put up posters in your neigborhood.
You can also link to our website from yours through a text link
or by using our web banner.
You can also download the one page project summary and help
spread the word and direct traffic to our website.
PUBLICITY CAMPAIGN MATERIALS
WEB BANNER
THE PROJECT :: SPREAD THE WORD
AMERICAA MULTICULTURALSALAD BOWL
FOOD P. 04 SPORTS P. 12 LANGUAGE P. 18 STORIES P. 24
WHAT IS AMERICAN FOOD REALLY? WHAT MAKES AMERICAN ENGLISH
UNIQUE?
WHO, OR WHAT, IS A “RESIDENT ALIEN”?
JOIN T HE C ON V ER S AT ION _W W W. SHIF T INGHOMEL A ND S.C OM
FINDING A COMMON GROUNDWWW.SHIFTINGHOMELANDS.ORG
SHIFTING HOMELANDS IS A PROJECT THAT EXPLORES THE ESSENTIAL ROLE PLAYED BY IMMIGRANTS IN AMERICAN
SOCIETY. BY REMINDING US THAT AMERICA IS A “NATION OF NATIONS”, AND THAT ALL AMERICANS ARE UNITED BY A SHARED
IMMIGRANT HERITAGE, THE PROJECT AIMS FOR A BETTER UNDERSTANDING OF IMMIGRANT CULTURE AMONGST AMERICANS
AS WELL AS TO RECONCILE THE IMMIGRANTS’ ETHNIC IDENTITY WITH THEIR NEW HOME.
WHAT MAKES SPORTS THE GREAT
AMERICANIZER?
alligator
mantraanchovy
stampederanch
alcoveavatar
alkali
voodoocruller plaza
zombiecrimson
barbecue
DO YOU SPEAK
WHAT IS AMERICAN FOOD REALLY? DO WE TRULY OWN ANY TYPE OF FOOD?
4 5
ONE OF THE FIRST MAJOR FORCES FOR CHANGE IN THE AMERICAN DIET CAME FROM GERMAN IMMIGRANTS, WHOSE
DISTINCTIVE EMPHASIS ON BEER, MARINADED MEATS, SOUR FLAVORS AND WURSTS WAS GRADUALLY ASSIMILATED
INTO THE MAINSTREAM AMERICAN DIET IN THE FORM OF COLE SLAW, HOT DOGS, DONUTS, AND HAMBURGER.
SHIFTING HOMELANDS / F INDING A COMMON GROUNDA MOST EXOTIC FOOD WWW. SHIFTINGHOMELANDS.ORG
Take pizza for example – isn’t it an import? When the Italians began to arrive on our
shores and became an integral part of the melting pot, they brought their own foods,
tastes, and spices. Garlic, olive oil, oregano, basil, pizza and pasta entered our diets.
Pizza has become part of America’s diet. It is surely not the Neapolitan street food
for the poor that it once was. The pizza is an apt metaphor for the immigration
debate, framed in dough and cheese. Can a foreigner gain acceptance in America?
Should we allow these tastes from foreign shores into our American stomachs?
Foods introduced by immigrants have not only become a regular part of the
American diet, but have become Americanized. From Taco Bell on the go, to
different varieties of salsa in the supermarket, there’s some version of Mexican
cuisine available in almost every community across the country.
CAN A FRIGHTENINGLY EXOTIC JAPANESE CONCOCTION OF SEAWEED STUFFED
WITH STICKY RICE AND RAW CREATURES EVER FIND A MARKET IN OUR NATION?
IT HARDLY SEEMS POSSIBLE UNLESS YOU THINK OF THE ONCE EXOTIC PIZZA.
FOOD
DOWNLOAD A PDF OF THE SUMMARY
BROCHURE (PDF)
BANNER (JPEG)
OF AMERICANS EAT PIZZA ATLEAST ONCE
A MONTH.
A STAGGERING
93%93%
6 7SHIFTING HOMELANDS / F INDING A COMMON GROUNDA MOST EXOTIC FOOD WWW. SHIFTINGHOMELANDS.ORG
POSTERS (JPEG / PDF)
POSTCARDS (JPEG / PDF)
T HE P R O JECT J O I N T H E C O N V E R S AT I O N A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
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“To know America, it is necessary to know why
over 42 million people gave up their settled lives
to start anew in a strange land. We must know
how they met the new land and how it met them,
and most important, we must know what these
things mean for our present and for the future.”JOHN F KENNEDY, A Nation of Immigrants
Personal stories are the centerpiece of Shifting Homelands. The project
aims to create a dialogue between the immigrant population and the
hosts through stories of a shared immigrant history.
To say goodbye to everything you have known and set off for another
country is a heart-wrenching experience. Despite the immigrants’ efforts
to cope with their new home and setting, they cannot help but remain
linked to meaning systems of their own country. The project focuses on
the world the immigrants left behind, the roots that defined them, and
the frustrations, hardships, discontents and ambitions that made and
continues to make America their destination.
We are looking for stories from immigrants and Americans alike about
the immigration experience. We would to hear about personal
immigration experiences or those of your ancestors, your views about
immigration and what it means to be an immigrant in America.
SUBMIT YOUR STORY
First Name Last Name
Email (this will be kept confidential)
City State
What country did you or your ancestors immigrate from?
When did you or your ancestors immigrate to the U.S.?
Why did you or your ancestors immigrate to the U.S.?
Your Story
JOIN THE CONVERSATION
SUBMITTerms of Use
T HE P R O JECT J O IN T HE C ON V E R S AT ION A B O U T U S S UP P O R TD O W NLO A D S C ON TA C T
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SHIFTING HOMELANDS is an MFA Graphic Design Thesis Project at the
Academy of Art University in San Francisco.
The project was concieved out of a desire to introduce the people of the
United States to each other and to themselves, and to remind Americans
that they too are descendants of immigrants.
The project will culminate in an exhibition (date and time TBD) that will
be open to the public.
DESIGNER BIO
Supriya Kalidas is a fellow immigrant and graphic designer with six years
experience in the graphic design and visual communications industry.
She currently is working on earning a MFA in Graphic Design at the
Academy of Art University.
Supriya Kalidas was born and raised in Chennai, a coastal metropolis in
the south of India. After high school, she enrolled in the Graphic Design
program at the National Institute of Design (NID) in Ahmedabad.
Interaction with students of varied cultural background from different
corners of the country made the four years at NID a very valuable
experience. Her time at NID left her with a restless eagerness to plunge
intp the real world, and she worked for three years at prominent graphic
design firms in India. Her most recent position was at Ray + Keshavan
Design, which is part of the WPP group. Though the learning was great,
she yearned to share, experience and learn while being part of a
community built and bound by common interests and visions, yet
significant in terms of cultural diversity and personal histories. She
decided to pursue a Masters degree in Graphic Design, and this
ultimately led her to the Academy of Art University in San Francisco
where she is currently enrolled as a full time student.
DOWNLOAD RESUME
ABOUT US
PA G E 0 9 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
DO YOU SPEAK
POSTCARDS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 9 3
PA G E 0 9 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
TICKETS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 9 5
PA G E 0 9 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
TAGS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 97
Visitors to the exhibit are given these blank stickers at the box office
and are asked to write in their immigrant ancestory. The stickers are
displayed on their person and is aimed at increasing interaction between
people at the exhibit.
{ I DE N T I T Y TAG S }
PA G E 0 9 8 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
One of the quickest and most high impact ways of spreading the word
about the exhibit is through robust environmental adver tising. This can
include smal l and large format posters, bus shelters, subway stat ion
posters, lamp -post banners and bi l lboards. I fo l lowed the same visual
sty le in terms of t ypography and color palet te as in the exhibit and
catalog, and used catchy headl ines on the posters to arouse cur iosit y
among passers -by.
{ E N V I R ON M E N TA L A DV E R T I S I N G }
EXHIBIT PROMOTION
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 0 9 3
PA G E 10 0 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
POSTERS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 101
PA G E 10 2 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
BANNERS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 10 3
FOOTBALL OR NOT?
KETCHUP OR SALSA?
12.01.0812.27.08
TO
YERBA BUEN A CENTER FOR THE ARTS
701 MI SSION ST .SAN FR ANCISCO, CA
WWW.SHIFTINGHOMELANDS.ORG
12.01.0812.27.08
TO
YERBA BUEN A CENTER FOR THE ARTS
701 MI SSION ST .SAN FR ANCISCO, CA
WWW.SHIFTINGHOMELANDS.ORG
12.01.0812.27.08
TO
YERBA BUEN A CENTER FOR THE ARTS
701 MI SSION ST .SAN FR ANCISCO, CA
WWW.SHIFTINGHOMELANDS.ORG
PA G E 10 4 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
BILLBOARD – YBCA FACADE
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 10 5
PA G E 10 6 { P R O J E C T }
MFA THESIS
{ T I T L E }
SHIFTING HOMELANDS
{ D E S I G N E R }
SUPRIYA KALIDAS
This thesis project comes at a crucial t ime when immigration is a topic
of intense debate in both polit ical and social circles. A lmost al l of the
at tent ion that immigrat ion and immigrants have received in the media
has, of late, been mostly negative. Consequently, the American public
is ambivalent on the subject, and constantly re -evaluating their opinions.
With this project and exhibit, I have attempted to change the tone of the
conversat ion about immigrat ion in America by focussing on i ts posit ive
impact on everyday American l i fe. What I hope for, is for Americans
to drop their prejudices by examining the issue with an objective mind
and recognize that immigrat ion is an essentia l par t of the American
fabric, both historical ly and for the future. Far from diluting the culture,
immigrants add to the diversit y that America is known for, and lend
credence to its unique position as a microcosm of the world. I would l ike
for the American people to recognize that centuries of immigration has
made America what it is today, and newer immigrants wil l make America
what it is to become tomorrow.
I N C ON C L U S ION
BANNERS + BUS PANELS
{ D E S C R I P T I O N }
04
{ S E C T I O N } PA G E 107
There are many people without whom this project would not have gotten
very far. My thesis advisors Phil Hamlett, Tom Sieu and Michael Sainato,
who guided me through the entire process, had faith in my concept and
helped my ideas take f l ight. Mary Scot t , who provided a keen eye and
encouragement when I needed it the most. Hunter Wimmer and Michael
K i lgore, who were so pat ient with me when I accosted them on street
corners and rambled on about my project. I would also l ike to thank Scot
Crisp and the folks at the Academy of Ar t University and San Francsico
Public l ibrar ies for providing me with research materials so essential to
the success of my project.
My friends and family who have always had an informed opinion about the
issues, made t ime for intense conversat ions and debates, and thereby
shaped my worldview – Arun, Gomathi, Marion, Brian, Ranjini. My family
in India who despite being so many thousands of miles away have been
very suppor tive of my effor ts and have embraced my every high and low
as their own.
T H A N K YOU