sara chaudhuri

interdisciplinary portfolio
creating breakthrough innovations from crossing boundries & thinking across them

publishing/
editorial book
branding/
product design

experimental/
glitch art
self-promo/
postcards

drawing/
coloring book

branding/
museum identity

experimental/
met pamphlet

publishing/
book covers

self-portrait/
installation


nd
le br
a
lifes
ty

BRANDING &

problem:

solution:

invent your own product

and/or service.

a conceptual brand that blends

longboarding and meditation.

As interdiscaplinary thinkers its

important to be inventive.
In this project we were given the
opportunity to go beyond our
limitations and work with the
notion that anything is possible.

What seem like pastimes on

opposite sides of the specrum are
actually intertwined in this crossplatform brand.

backstory:

PRODUCT DESIGN:

Inventions could be practical

or fantastical and toward narrow,
broad, or multiple demographics.

The name drift comes from a term in longboarding

and driving for when one glides above the ground
for a few seconds while turning. It also refers to the
meditative idea of drifting away mentally.

The store sells products from the

brand that range from custom
longboard decks and yoga mats
to water bottles. There are yoga
classes at the facility, a magazine
and online community.

I learned how to skate in the past two

years. Now, when Im on my longboard,
it feels like Im gliding above the
street, alone and in a slower state
of calm, heightened awareness.
Many people consider longboarding
(like skateboarding but on a board that
feels like surfing or snowboarding) as
a fast and dangerous activity. Drift
aims to change that view.

skate & meditate

WE ARE::

a lifestyle brand that

blends longboarding
and meditation,
encouraging healthy
living and inviting a
community of active,
mindful people

VISUAL LANGUAGE::

kaleidoscopic
images made
from longboards
represent the
meditative state
of mind that comes
with skating.

PRODUCT LINES:

boards
yoga
water

custum longboards

store employees
(drifters) build each
board for the customer
with deck designs
inspired by skies and
meditative flow.

boards

yoga mats & accessories

practicing mindfullness
and concentration is
part of both yoga and
longboarding.
with these, when you
look down at your mat
you see the sky.

yoga

water bottles

its important to stay

hydrated in every
aspect of life from
active to still activities.
Drink our fruit-infused
and vita-enhanced
bottled water.

water

s
phy

l,

ntro

co
cal

PUBLICITY /// OUTREACH:

a following is

ce,

an

bal

cultivated through
public touchpoints

flow

co
tal

me

tion

tra
cen

such as a lifestyle
magazine and web

nce

ta
cep

ac

nce

ide

f
con

presence that informs

the community.

sidewalk surfing

its just like any other type of skating except having a longer
wheelbase and different style trucks make you more stable at speed.

///BY LINDSAY TADLOCK

Longboarding, which is also known as

sidewalk surfing, is a combination of surfing
and skateboarding that originated in Hawaii
around 1959 when the first commercial
skateboards appeared. Skateboards were
sold in big department stores such as Sears
and in some neighborhood stores, but
skateboards were often viewed as kids toys.
Skateboarding caught on in Hawaii when
surfers realized that the rolling motion

DRIFT MAGAZINE /// OCTOBER 2014

of skateboards mimicked the motion of the

waves. On days when the surf was low or
it was too rough to go into the water, the
surfers could continue to ride the sidewalks.
In California, skateboarding quickly
became popular among surfers and teens.
Skateboards evolved through the years,
becoming shorter and wider for tricks. Later,
a desire for a longer, smoother riding board
led to the creation of the modern longboard.
www.driftlifestyle.com

For me
longboarding
isnt just a way
to travel. Its
a way of life
and an overall
positive attitude
I try to maintain
everyday.

When Im
skating at night
its the most
freeing feeling
in the world. I
dont even feel
like Im in the
city. Its my only
real escape.

I think all kids

should leard
how to skate
from a young
age. It teaches
balance,
focus, and
mindfulness.

The first
time I ever
longboarded
was a total
nightmare... I
fell an hundred
times before I
got the hang of
it. Now it feels
like a dream.

Every time I
get outside I get
excited to be
on my board.
It gets me out
of bed in the
morning and
through my
longest days.

skate & meditate

BRANDING&
problem:

solution:

Re-brand a museum
with collateral materials.

I see glass as a uniquely versitile

a subdivision of the Corning
Museum of Glass located in the city medium with a deep history as it
has traveled and evolved through
with in-house studio workshops
time. I also collect glass pendants
and follow glass artists on social
an immersive museum where
media for awe and inspiration. As
artists and appreciators can get
hands on experience with todays an artist, it would be fun to get
hands-on experience with glass,
glass blowing techniques such as
but its difficult to find space and
torch- and flame-working
accessibility in the city.
I used hand-executed solutions for
the Manhattan Museum of Glass to With the Manhattan Museum of
Glass, I hope to bring glass art,
reflect the organic and changing
appreciation and interaction closer
nature of glass particularly in
to the people of New York.
heated states as well as cool.

esi

gn

Glass is alive. A medium that has constant

potential for change inspired the changing logo
identity in addition to the idea that glass
is both a liquid and a solid.

od

For a designer, a museum is a great

opportuniy to design a complete
experience for viewers to learn
something new and walk away with
lasting impressions and memories.

backstory:

log

Museums are some of the most

important cultural hubs in our
field. They are houses of treasures
dedicated to the preservation and
spread of knowledge.

MUSEUM IDENTITY:

color palette
derived from
flameworking

c 100
m 90
y 10
k0

c 15
m 100
y 100
k0

c0
m 73
y 100
k0

c0
m
27
y 100
k0

c0
m 0
y 100
k0

alternative logo
trial experiments

At 2,000 degrees,
glass is alive,
fluid and in a
constant state
of change, from
solid to liquid
and back again.

Hand-executed
typography
reflects the pull
and stretch in
glassblowing.

process and logo

development

admissions
tickets

general adult adm.

5.14.15
29 central park west
mmog.com

general adult adm.

5.14.15
29 central park west
mmog.com

general adult adm.

5.14.15
29 central park west
mmog.com

general adult adm.

5.14.15
29 central park west
mmog.com

general adult adm.

5.14.15
29 central park west
mmog.com

business cards
made of glass

Nancy Callan began

as an assistant to Lino
Tagliapietra, and
today she remains a
key member of his
glassblowing team.

visit

Lino Tagliapietra
(born 1934) is a
Venetian glass artist
who has influenced
many glass artists
throughout the US.

explore

learn

Dominick Labino was

trained as an engineer
and moved on to
incorporate many
priciples of science
into his glass work.

support

shop
buy tickets

Reticello is an Italian
technique and one of
the most challenging
in glass making. It
uses Murano caning
to create patterns.

search

join

calendar

about mmog

pri

nt

doc

um

ent

ary

pprojekt

PUBLISHING&

EDITORIAL DESIGN:

backstory:

problem:

solution:

I had experienced the magic

of using a projector for original
design solutions a few years
ago through the direction of the
same instructor. I was alone.
Just the projector, my files on a
computer, my posters on the wall,
and my camera. What I felt in
that scenerio was a sensation of
creative flow --what I like to call
an extended moment fourthdimentional creativity.

Design an art book/ coffee

table book that demonstrates
the process of a days work
collaborating with other designers
to capture the phenomena
of experimental projection and the
unexpected results that come.

The book is about process; it also

took a long one to come about.

For me the deepest part

of this project was gathering
my thoughts in writing. It was
calming and required slowing
down from my everyday pace.

must include text for editorial

purposes as well as logical
storytelling with intro and climax

Accompany the process

images with text derived from
contemplative thinking and
streams of consciousness.

dimentions: 12 x 9 landscape

First, we were asked to write down

our streams of consciousness to find
the core of how we think and what
makes us each unique.
Second, we wrote these thoughts on
posters and taped them to the wall.
Third, we projected related images
onto the posters on the wall and took
pictures of the projection.

Then, to document this process in

book form, my interpretive solution
was to use shapes to create spaces
on the page that reflect those made
by a projector at an angle.

THOUGHTS on PROJECTION

The room is dark, the windows are

masked to block out the sunlight.
A moment of clarity fills the room
as those of us involved take our
places in our respective roles
(photographer, videographer,
projector operator, director, and
other hands). Its a very exciting
time and appropriately so for
the very exciting art form that
is projection art. It comes in
variations of course as some
choose to project video above
print posters while others project
still images, Something more
organic forms during this process
more so than digital manipulation
offered by Photoshop or InDesign.
This analogue design practice
comes with surprises and creates
also a bit of creatvie magic.

This book is about

projection art and
the layers of process.
Its a catalogue
of experimental
typography and
collaboration inspired
by our thoughts
from streams
of consciousness.

E A C H

t h o u g h t

i s

F L E E T I N G ,

S H A P E L E S S

a n d

E P H E M E R A L .

non-fiction

PUBLISHING&

BOOK COVERS:

gyorgy kepes
problem:

solution:

backstory:

Design a series of book covers.

I chose to design all of the six

covers for the non-fiction Vision
+ Value Series, an anthology series
of philosophers works compiled
by Gyorgy Kepes.

My favorite genre is non-fiction

because I feel as though Im
benefitting more by learning
something. In addition, its
sometimes difficult for me to lose
myself in the story of a traditional
novel maybe because of my 21st
century 90s born attention span.

dimentions: 6in. x 9in.

Because of the fact that there

are multiple contributing authors
with different voices, the titles
are made of differently weighted
characters that blend together
harmoniously to make the whole.
This idea also relates to the
collage look of the covers, which
include black & white images by
the master Gyorgy Kepes.
The color palette was inspired by
vinyl record covers from the 60s,
which is the time period that the
books were assembled (1965-6).

Of course Im only joking but the

reality is that when it came time
to design book covers for my
favorite authors I wanted to find
ones that reflected my interests.
Before starting this project, I was
familiar with some of the names
of the philosophers included and
somewhat versed in their ideas,
but after discovering the breadth
of academic minds published I feel
the pursuit to study more.

Gyrgy Kepes (1906 2001) was a Hungarianborn painter, designer, educator and art
theorist. He taught design at the New Bauhaus
then in 1967 founded the Center for Advanced
Visual Studies at MIT then taught there.

Each volume of the Vision +

Value series contains more
than 200 pages of essays by
some of the most prominent
artists, designers, architects
and scientists of the 1960s.

self-pro

mo

PERSONAL&
problem:
Design a logo or set of logos
to represent yourself.
Elaborate on one or more idea and
make an identity for it to use in
the future as self-advertisement.

POSTCARDS:

I love nature and outdoor activities, water and the ocean, science and
spirituality, technology and engineering, and learning and adventure.
Im fascinated by many elements of counter culture, and I believe
that every living thing is amazing and has a unique story to tell.
My dreams are big and simple: to live on a beach, to affect a large
mass of people spreading knowledge or inspiring change, and to make
art not only corporate. Its also very important to me that I have the
flexibility and opportunities to travel and see all that the world has
to offer and learn from the elements of different cultures.
I want to have rich, fulfilling experiences and to maintain a lifestyle
through which I can engage in activities that are both meaningful and
satisfying for me and the people who share them alongside me.

Sara Chaudhuri

i am...

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business cards

personal postcards

whi

te p

aper

self

-po

rtra

problem:

solution:

Construct a self-portait using

any white paper.

I wanted my sculpture to appear

floating and create some depth
of space. It was also difficult
to capture myself in only one
sculpture. Ultimately I built three
unique sculptures but actually
presented them together as a set
because they are parts that make
up the whole that is me.

must represent yourself or some

aspect of your being

it

PERSONAL&

SCULPTURE:

I also used problem solving to

incorporate found-object design
into one of my sculptures.

My project comes from the idea

that we each have three selves;
one when we are at work, one
when we are with our significant
other, and one when we are
alone. Each of my sculptures
represents a different one for me
respectively and whether it is how
I think, how I feel, or how I act.

EXPERIMENTAL

problem:

solution:

backstory:

express in book form the Met

exhibitions on Islamic art and Punk:
From Chaos to Couture.

I chose to contrast the two ideas

of punk and elegant in order to
create the unexpected and to stray
away from cliche punk imagery.

My family happens to be Islamic.

This may have influenced my taste
for pattern from childhood as
my house was decorated with art
from all over the world.

dimentions: 7in. x 11in.

All photography in this project is

my own either taken at the Met or
on my travels to Russia in 2011.
One solution is a photograph of
a projection on a poster, and the
image projected is a drawing I
made of a photograph of a statue.
Layers of personal significance
give the piece a unique touch.

I liked having the opportunity

to use my travel photography
from some of the palaces I went
to for a design solution. Adding
the element of elegance to my
project made it feel as though I
was putting a little bit of my own
interpretation of fashion and punk
into play against the expected.

Sara Chaudhuri
Olga Mezhibovskaya
June - July 2013

EXPERIMENTAL

p.4

problem:
Make a book for Anonymous.
The text is out of the Letter from
Anonymous (their manifesto)
The typeface is ZXX, which was
developed to prevent OCR readers
from deciphering text in emails,
for example and other domains.

solution:

s
u
The text is hidden
mo in the script
y
n
no file. Glitch art can
of theAimage

manipulate photos from the inside

out in various ways (copy and
pasting sections, replacing all of a
specific letter of symbol, etc).
For this solution, I used images
from nature to contrast the starkly
technilogical subject matter though
each image has poetic meaning for
the words in it that it represents.
I only glitched the photos using the
words from the manifesto. There is
a link in the typeface in the bottom
corner to the text file of the image.

backstory:
Anonymous, the group of hackers,
has always had a special place in
my heart because they stand for
freedom of free expression on the
internet and will go to any means
to make sure that remains. They
are modern day revolutionaries as
their messages remind me
of those spoken at the time when
we were fighting for our rights
and independence. I also loved this
opportunity to become an expert
and a new art form.

Hello World. We are Anonymous...

All truths are easy to understand once they are discovered; the point is to discover them.

We support the free flow of information.

Anonymous is a living idea.

When governments are allowed the power of censorship, they are able to commit great atrocities and act in corrupt ways.

The Internet is one of the last bastions of the free flow of information in our evolving information society.

We are people campaigning at this very moment for your freedom of information exchange; freedom of expression.

We ask for the attention of the world as the events that are unfolding are fundamentally influencing the course of history.

Any individual, organization, and/or entity which supports Freedom of Speech and a free Internet is an ally of Anonymous.

We ask you to consider the value of your natural Freedoms.

We ask you to consider the future of your own human rights.

thank you, freehand drawings by me