<p>In 2014, we worked with photographer, Justin Chung on the inaugural volume of Faculty Department and released the self published title around the world. It was significant turning point for our then two year old studio, as we got to showcase our work beyond our city and we were very encouraged by the positive response.</p>
<p>Since the 2014 release, Justin has continued to document stories of noteworthy individuals around the world and also in California, his new home since making the move westward. Within these past five years, both Justin and our team have gone through life changes that have shaped the theme for volume two of Faculty Department—“simple living with purpose”.</p>
<p>For Faculty Department Vol. 2, we decided to print the publication in Verona, Italy. The proofing process proved to be a challenge due to the time difference, yet looking back, it was certainly a worthwhile experience. Upon arriving to their production house, we join our print rep Roberto on the printing floor to examine the first press sheets off the press. The book was printed on Munken Lynx, 120 gsm and wrapped with Wilbalin Natural 502 Fawn end sheets. For the cover linen cloth, we used the 4186 Green swatch from Brilliantia®—a colour that was inspired by the moss green trees from Mariah Nielson&#8217;s story in Inverness, California.</p>


<h2>Design</h2>
<p>As we began to explore ideas for volume two, we knew we had wanted this new volume to be a clear maturation from volume one. It was important to Justin that more photographs would be included for each story, giving the reader a fuller picture of the subject and their way of life. We set up a grid system that allowed us to create approximately 12–13 layout variations. By alternating between the layout sets, we able to diversify the content display and make each spread appear uniquely designed for the content.</p>
<p>In addition to the layouts, we also introduced two sans serif typefaces to the publication to further develop the Faculty Department brand. Neue Haas Grotesk was used for the book cover and display text for each subject’s name while an expanded weight of Helvetica Neue was used for the small titling and captions. We chose these two typefaces as they added to the industrial, old textbook look and feel that we were striving for. Tiempos Text remained as the body text for the book to continue the visual tone of voice for Faculty Department.</p>
<p>By increasing the page count from 265 to 372, volume two was certainly a much larger undertaking that required extensive iterating and review. Ultimately, we wanted to create this publication as a great source of inspiration to creative individuals and entrepreneurs as a document that can be referenced for years to come.</p>


Services

Credits

Art Direction

Print

Faculty Department Vol. 2

<p class="p1">In the past three years, we had the opportunity to work with Jeremy Jude Lee on several projects. When he reached out to refresh his photography brand and portfolio website, we were more than excited to take on the opportunity. Jeremy is a household name in Vancouver when it comes to photographers. With each project, he would not only bring his incredible eye but also his uplifting enthusiasm and spirit to set. For this identity project, we wanted to make sure we did his work and his personality justice, all the while setting the stage for his continual growth in the industry.</p>
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<h2>Branding</h2>
<p>With such a vast amount and variety of work, one of the main goals for the project was to curate his existing work to better capture Jeremy’s photography style and attract a clientele with a similar vision.</p>
<p>As we began to reorganize his work, we found the theme of an art gallery to be a fitting concept for Jeremy’s brand direction. From the act of curation, to the consistency in type treatment, we applied these visual cues to Jeremy’s brand in hopes of elevating his work to the world of high art.</p>
<p>Having worked with Jeremy on multiple shoots, we also recognized his infectious energy and ability to connect with others as unique aspects of his identity. Jeremy’s personable qualities allows him to capture more intimate moments with his subjects—framing all of this through his lens.</p>
<p>These focus points brought our attention to Jeremy’s middle name in his brand. We recognize there is something intimate and personal about a middle name. Jeremy’s middle name, Jude, stands out to us and is a unique part of his identity. In our execution of the concept, we utilize parentheses as a way to highlight the middle name. Similar to the function of a camera lens, the parentheses in our concept act as a way of focusing or framing something of importance.</p>
<p>For the brand system and type treatment, we took inspiration from art galleries, museums, and streetwear culture. We strived to bring the same amount of prominence to Jeremy’s existing work, while creating a tone for the future and potential work to come. We choose a sans serif and serif type pairing to highlight this balance between sophistication and authenticity. Tight margins were used to create a refined appearance and visual approach that displays confidence and excellence.</p>


<h2>Website Design</h2>
<p>Carrying this concept into the portfolio site design, we wanted the site to act as a gallery space for the rotating work that would be put up. We focused on the organization of the site, the details of type setting as well as the use of negative space. We wanted the website to first display the overview page—providing viewers with a quick summary of Jeremy’s work and capabilities. We believed this would be useful for potential clients to get a quick sense of Jeremy as a photographer when considering working together. The overview page utilizes a set of four layout variations that creates a collage-like appearance while maintaining a consistent structure. We also included a journal section for Jeremy to display glimpses of his recent work and travels.</p>


Location

Branding

Identity

Website

Jeremy Jude Lee

<p>After the completion of Faculty Department Vol.2, we got the opportunity to work with photographer Justin Chung on the book launch and his first ever photo exhibition in Los Angeles.</p>
<p>To us, the impact of Faculty Department as publication was its ability to gather influential individuals in one document; to tell their stories and build connections between each individual. We saw these same aspects as the goal for the book launch, in creating a one night experience for local and international creatives to come together and inspire one another.</p>
<p>It was serendipitous for us to get to work with our childhood friend and now producer, Audrey Tyau, who oversaw all aspects of the production.</p>


<h2>Setup</h2>
<p>Upon confirming the exhibition location, we worked with Justin to strategize on the exhibition layout. Thanks to the support of Kodak, we were provided a total of 80+ large printouts of photos from Volume 2 to display.</p>
<p>To achieve a consistent yet collage-like result, our team aligned all the images to a eight feet height and aligned some images to each other, while others were displayed with some spacial variation.</p>
<p>As the setup day was the first time we were in the actual exhibition space, our looming concern was whether our measurements and sizing would display has intended. With a few minor adjustments however, we were able to put the display together successfully.</p>


<h2>Collateral &amp; Merchandise</h2>
<p>To celebrate the book launch, limited edition commemorative postcards were designed for guests to take home. Five alternative front sides were included, each displaying an interior or location from the subjects in Volume 2.</p>
<p>We were fortunate to collaborate with Olderbrother on a limited run of chore coats and tote bags. Inspired by the moss trees in Inverness, California and the cover color of Volume 2, each piece is dyed with moss and chaga mushrooms on organic Japanese cotton.</p>
<p>Along with the coats and tote, LA artist, John Zabawa created an event poster to celebrate the event.</p>


<h2>Exhibition</h2>
<p>As the doors opened and the night went on, we were very happy with the results. We had a great turnout and thanks to Woon Kitchen (Snacks), Madre Mezcal (Drinks), and Theo Martins (Music), the experience of the book launch felt complete. It was great to meet and talk with some of the subjects of Volume 2 and also see our guests take in the exhibition of photos. Our vision for the book launch was to further capture the essence of Faculty Department beyond a publication and we believe the book launch was able to express that.</p>
<p>Special thanks to JJ Asuming-Tawiah, Emily Chung, Jessica Ng, Veda Romero and the staff at Olderbrother and Maru Coffee for their help in the event.</p>


Faculty Department Vol. 2 Book Launch

Exhibition Design

2019

Setup

Collateral & Merchandise

Exhibition