Conceptual design of a book, poster / packaging, and cards based on the architectural design philosophy of the architecture firm, Herzog & de Meuron.

Herzog & de Meuron Architekten is a Swiss architecture firm with its head office in Basel, founded by architects Jacques Herzog and Pierre de Meuron. In 2011, they won the Pritzker Prize of Architecture. Their buildings are grand and complex, yet at first glance seem conventional. This approach to their designs is the basis of my Architectonics project. Fusing tradition and innovation by taking aspects of classical architecture and manipulating said aspects in order to create an inventive, contemporary design that forces the viewer to question what is conventional.I used this philosophical approach in the concept of my design through conventions of gesture, scale, and order.


My book puts in to question the typical gestures that are assumed when reading a book, where the text is expecting to be placed and how the reader typically turns a page. A book page is expected to have margins, between which the text is usually placed. In my book, I placed all of the text on the outskirts of the margins. This creates negative space where the text is assumed to be, causing the reader to think about what is expected of a book and what is considered normal in the way they read a book. The general gesture that takes place when turning a page starts in the corner of a book page, presumably the top right corner. For this reason, I decided to cut out the corners of my book pages, forcing the reader to think twice about how they are to turn to the next page. Each corner is cut in a different size, forcing the reader to consider their routine in reading as they are manipulated to turn the page in a different place with every page.


My poster questions scale as well as the gesture of unfolding the poster. The text on a traditional poster is large and easy to read from afar. The text on my poster is small and forces the reader to view it from up close and question the abnormality of the small text on a large poster. I emphasized the gestures of a poster by placing the text solely on the edges of the folds.


My cards questions the order and gesture of cards and how there are typically two sides of a card, one of which always alludes to the other. I emphasized this gesture and order by creating cards that do not have a definitive front or back.

Brand Identity