For this assignment we were required to conduct research on a chosen artist’s biography, designs and quotes. This research was to be used in a Portfolio Booklet which would display the artist’s work and could be used as a promotional item for him. The designer I chose is Stefan Sagmeister, the founder of the successful design company, Sagmeister & Walsh. Sagmeister is both a maverick and a perfectionist.

The Portfolio Booklet I have created is a visual representation of the vivid and vibrant milieu that Sagmeister & Walsh envisioned as the backdrop for the most recent visual campaign of Aïzone – a branch of Aïshti, one of the foremost luxury lifestyle stores in Lebanon.

Trippy optical illusions, flying furniture, and a pink painted horse are but a few of the motifs from this campaign that appear in my Portfolio Booklet. While some of the colours used complement Sagmeister’s compositions which channel the primary colour palette and geometric greatness of Mondrian, others used were guided by the multicoloured and mind-bending illusory experience of pop art.

I chose to make my Portfolio Booklet square in order to create something different to the usual A4 or A5 booklets.

The typefaces used in the headings and quotes were ‘The Bold Font’ and ‘Dalmatins’. ‘Dalmatins’ was chosen as it encapsulates Sagmeister’s unique style, looking as if he has added a personal touch to some of the pages. ‘Candara’ was used as the body copy. ‘The Bold Font’ and ‘Candara’ were chosen as they are easily legible typefaces.