Research & strategy
While studying at the Sandberg Instituut I was part of the in-house design team working on all graphic output internally and externally seen
The Sandberg Instituut is a masters programme of the Rietveld Academy in Amsterdam. The school has strong foundations in research based design and encourages the applied arts to explore the borders of their respective fields and move towards a more autonomous practice. The graphic design output of the school isn't handled by an agency it rather rotates between different students every 2 years. In a small team I worked on the all graphic materials from 2015 till 2017.
During one of the first meetings with the school director he asked us "we what want from doing the design for the coming two years?". We replied with give a voice to the student and emphasise it over the institution. We where asking critical questions as to how the schools brand is only what it is because of the students they have the privilege of accepting. We decided to put the students first in every design solution we proposed. We as the design team where their voice to the world outside of art school and thus wanted to be serviceable most of all.
For the various projects we executed we made a lot of use of generated content. We put up surveys in the school, recorded some conversations (with consent of course) and used that to fuel the writing we used in the design. We focussed on the incomplete, the not yet finished and that was always reflected in the design language.
The team operated in a completely egalitarian way. All of us designed, wrote, art directed and worked on a collective strategy. We worked in close collaboration with each other and once the design direction for a project was set we split up responsibilities and art-worked the separate parts.
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2014-2021 Floris van Driel
Floris van Driel