final portfolio

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Category: Thesis Class: Directed Study Instructor: Aran Baker

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design is. . . urban acres

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Lisa Hammershaimb

© 2010 Lisa Hammershaimb

All rights reserved.

No part of this book may be reproduced in any form without the

written consent of the author.

Written and designed by Lisa Hammershaimb.

Hello

print Open Road Slab: Avalanche Basics Consume Communit y product Mayhem Brew Thrive Threads

thesis Urban Acres

Thank you

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15 21 27 33

41 47 55

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Design is joyful communication—connecting people with ideas,

solutions and previously unknown possibilities. Design must be

human-centered, fueled by an empathetic understanding of the

narratives that shape all of our lives. Design brings delight to the

routine aspects of each day. Design reminds us that there is value

in imagining, asking hard questions and creating something new.

Design is renewal and responsibility—wonder and wild surprise.

Design is what gives me life, joy and delight. As a designer, I am

committed to creating work that communicates clearly, delights

the senses and brings a bit more joy to the world.

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open road maga zine

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Category: Print Class: Publication Narratives Instructor: Lian Ng

open roadembrace the journey

audience Mobile men and women who love exploring new landscapes in their

Airstream Trailers.

objective

I chose to create a lifestyle magazine about Airstream culture because

I love Airstreams, the mobile lifestyle and the unique regional cultures

that exist all across North America. In Open ROad, I hope to inspire

people to explore, connect and discover the amazing world that is just

outside their door. Each issue of Open ROad offers up many places to

visit, DIY trailer improvement tips and Airstream owner stories. Open

ROad is both the perfect companion for planning trips and the perfect

reading material while on the road.

Inspired by expansive landscape, Open ROad favors photos of majestic

views, wide open spaces and Airstreams in nature. Type is streamlined

and modern, like the Airstream itself.

typefaces Distro

Helvetica

Cholla

Platelet

Explore. Discover. Connect. Motion and freedom are the best ways

to keep an open mind and an open heart.

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design is. . . open road maga zine

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design is. . . open road maga zine

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sl ab: avalanche basics

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Category: Print Class: Elements of Type Instructor: Carolina de Bartolo

slabavalanche basics

Risk. Adrenaline. Excitement. Nothing affirms life like a direct

confrontation with the majestic, overwhelming power of nature.

audience Rugged men and women of all ages, passionate about winter, snow

sports and the wide open spaces of the backcountry.

objective

The objective of this project was to take a large quantity of existing

information surrounding the topic of survival and remix it—making

it more engaging and dynamic. Because I am a wild mountain girl

at heart, I chose to remix Bruce Tremper’s classic mountain survival

guide, Staying alive in avalanche Terrain.

Inspired by the raw power and shifting, unstable force of a slab-style

avalanche, each page is slightly different as the text shifts from top to

bottom. The book also includes generous white space, capturing the

white-out feel of an avalanche.

typeface Helvetica

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design is. . . Sl aB: avalanche Basics

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design is. . . Sl aB: avalanche Basics

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consume

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Category: Print Class: Visual Literacy Instructor: Julia Brown

Get more. Make more. Be more. We are all consumers and consumer

culture is the driving force behind graphic design production.

consumeaudience Socially conscious men and women willing to examine their lives, ask

difficult questions and challenge prevailing culture.

objective

The primary objective of this project was to investigate the interface

of graphic design and current culture. I chose the issue of consuming

and examined just what it means to be a consumer. Through all my

research, I found that consuming is both delightful and troubling. We

all must consume to live, but with consuming comes responsibility.

My design concept revolves around visual noise and quiet calm. Clean

layouts with simple text are paired with dense, colorful full-bleed

photos. Periodic journal spreads allow the reader to reflect on the

topic of each chapter.

typefaces Distro Helvetica

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design is. . . consume

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design is. . . consume

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Community

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Category: Print Class: Visual Communications Instructor: Hunter Wimmer

Birth. Growth. Death. What does it mean to be human? How do we

identify and define ourselves—are there really any constants in life?

community

audience Thoughtful men and women willing to take a broad perspective on

their lives and consider how their personal stories have been shaped

by their environments.

objective

The primary objective of this project was to conduct in-depth research

on a topic and weave the copy and imagery into a book. I have always

had a keen interest in the issue of self-identity and self-definition and

chose to explore how our communities shape the ways that we define

ourselves. During my research, I held several focus groups exploring

how people define themselves, how they feel that their communities

contribute to their identity, and how their past community interactions

have come to shape how they see themselves. My findings were very

illuminating and I realized that, for better or worse, we are all shaped

by the people and groups with which we surround ourselves.

My design was inspired by street plans and geographic grid patterns.

These juxtaposed with close-up groups of people interacting capture

the internal and external nature of community and identity.

typeface Avenir

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design is. . . community

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design is. . . community

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Mayhem Belgian-Style Ale

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Category: Product Class: Integrated Communications Instructor: Marc English

Make merry. Have fun. Be refreshed. Life is way too short not to

celebrate and create a little mayhem of your own.

belgian-style ale

audience Adventurous men and women who have a sense of humor and a thirst

for something strong.

objective

The objective of this project was to create a product inspired by a film

director. Being a fan of clever dialogue and crazy plot twists, I chose

Woody Allen as my director and drew my inspiration from his comedic

crime capers. Mayhem Belgian-Style Ale is stronger than your average

beer and consuming is sure to produce dialogue worthy of a Woody

Allen film and maybe even some crazy plot twists of your own.

My design inspiration came from the urban setting of many of Allen’s

films. The fragmented architectural imagery feels dream-like while

the offset label placement captures a feeling of spinning around in

mild confusion. The bright yellow triangle is a mark of caution and

also references the clear beam of light that comes from a street lamp

in a dark, urban alley.

typefaces Mayhem Custom

Apex Serif

Steelfish

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design is. . . MAYHEM

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urban dubbel

produced by the brooklyn brewery, brooklyn, nyc net contents 750 ML alc content 8.5% by volume

urban dubbel


urban dubbel


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design is. . . MAYHEM

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Class: Integrated Communications

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Thrive

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Category: Product Class: Visual Literacy Instructor: Bayou Bennett

Empower life: bring hope. Positive change can indeed come through

our daily choices. We have both great power and responsibility.

audience Women of all ages who care about ensuring social justice, helping the

under-resourced and promoting positive change.

objective

The objective of this project was to create an identity for a company

that empowers female artisans by providing them a competitive

wage for their products. I am an ardent supporter of the fair-trade

movement and the idea that consumerism can indeed be used for

positive purposes. Thrive provides an elegant solution that affirms the

value and humanity of female artisans who often face discrimination

and persecution in their homelands.

My design inspiration came from plants and soil. In the logo, scrolling,

organic shapes grow from a solid base. This growth represents how

life flourishes when one gains pride, a new-found sense of self-worth.

typefaces Thrive Custom

Myriad Pro

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Threads

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Category: Product Class: Experimental Typography Instructor: Jennifer Scrivner

Go. Produce. Repeat. From early morning to late night, life passes in

a blur of activity and often lacks quiet space for reflection.

threadscreating spaces, discovering moments

audience Contemplative men and women of all ages willing to step out of their

hectic routine and reflect on the diverse moments that create life.

objective

My main objective was to create something unexpected that would

cause viewers to break out of their cycle of busyness, take a deep

breath and be more conscious of the moments that make up their

lives. My inspiration came from the feeling that I was too busy in my

own life and was losing a sense of the transcendent wonder inherent

in the everyday. Through intensive journaling for one week, I tracked

the emotions I felt and the circumstances I navigated and created a

series of scrolls capturing my experience.

In creating the scrolls themselves, I wanted to continue the “slow

down” theme and create something highly tactile. I printed the scrolls

on handmade mulberry paper and rubbed them down with beeswax,

giving them a translucent quality reminiscent of stained glass win-

dows. The act of unrolling the scrolls, reading them and putting them

together brings awareness and quiet reflection.

typefaces Rough Typewriter

Apex Serif

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design is. . . Threads

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urban acres

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Category: Thesis Class: Directed Study Instructor: Various

Grow. Transform. Sustain. In a world increasingly detached from

nature, we must reimagine overlooked spaces and rediscover what is

right above our heads. Nature is essential in our lives.

urban acres

audience Urban-dwelling men and women interested in sustainability, the

local food movement, sustainable community development and

bringing nature back to the city.

objective

A graphic-design MFA thesis explores the intersection of graphic

design and real-world issues with an emphasis on how the designer

can frame challenges and shape strategy for positive solutions. For

my own thesis, I chose to create an educational and inspirational

campaign promoting living roofs for urban spaces.

My thesis objectives were: to educate urban dwellers about the many

benefits of living roofs, to inspire urban dwellers to reconnect with

nature by planting living roofs on their own homes, and ultimately to

create more healthy urban communities. I accomplished all of these

goals through: a living roof resource website, a living roof exhibit, a

living roof overview book, a DIY living roof playhouse, and a set of

living roof promotional items.

typefaces Klavika

Maxime

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Urban Acres Press Kit

The Urban Acres press kit gave an overview of my project and helped me in my quest for donations and spon-sorship for the Living Roof exhibit.

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Urban Acres Website

The Urban Acres website provides a venue for homeowners to share stories and imagery from their own living roof or urban-garden project. The site also provides living roof and sustainable design resources and a calendar of living roof events.

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Plantable Promotional Postcards

Plantable postcards were the first step in promoting the Living Roof exhibit to communities in Chicago.

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Exhibit Invitations

Invitations were letterpress printed with three colors on 110# Cover Pearl White Lettra cotton paper. The process, though time-consuming to produce, created an elegant, highly tactile invitation.

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Plants love people...and a great skyline view. Discover the potential

for life in overlooked spaces. Discover Urban Acres.

The Living Roof Exhibit

b

audience Chicago-dwellers, and people interested in sustainability, the local

food movement, and shrinking their enviromental impact.

objective

The main objective of the exhibit was to promote dialogue about

the living roof movement and sustainable design in Chicago. By

exposing people to the potential of living roofs and providing a

personal living roof experience, I inspired people to be more aware

of how they might transform their own overlooked spaces, connect

with nature and someday construct their own living roof.

In designing the exhibit, I created easy-to-read signage with bold,

graphic icons. I also used large-scale rooftop photography, video,

and living roof plants to showcase the beauty that comes from

combining the two extremes of organic nature and urban rigidity.

typefaces Klavika

Maxime

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Exhibit Handouts

Printed on plantable seed paper, the handout gives both an exhibit overview and information about local sustainable design organizations.

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Exhibit Space Plan

The exhibit space was designed to take guests on an educational journey using large-scale photos, graphics and real plants. The goal was to create a sensory experience that was both stimulating and engaging while leaving guests with renewed wonder at the beauty, power and diversity in nature. After passing through the street-level space, guests could wander up to the rooftop farm, see the principles they had just learned demonstrated on a real-life living roof, and have their own transformative living roof experience.

entry

stairs to roof

welcome wall

l arge-scale info pods

exhibit swag

food+drink

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stage+video

food+drink

living roof pl ayhouse

stage+video

resources

living roof pl ants

information wall

living wall

high tables

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urban acresWelcome to the Urban Acres

exhibit, the graphic design

MFA thesis project of Lisa

Hammershaimb. Explore

the exhibit, learn about the

amazing potential in living

roofs and be inspired by an

Uncommon Ground roof top

farm tour.

Welcome Wall

Guests entering the exhibit are greeted with

the Urban Acres logo growing in sedum. This

living wall is the first place in the exhibit that

guests connect with nature.

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Exhibit Swag

welcome.take one.enjoy.

Guests then pick up information about

the exhibit and some sustainable swag,

generously donated by local companies.

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Intensive Living Roof Intensive Living Roof

Front Side Back

Growing Medium

drainage stones

growing medium

drainage layer

waterproof membrane

roof structure

b deeper soil

b more expensive to build

b heavier weight

b lower slope

b can support human activit y

b require more maintenance

b retain more stormwater

b have more diversit y

Rooftop Info Pod

Intensive Living Roof

Transparent 3D structures explain the

difference between an intensive and

extensive livng roofs and also show the

many layers in each.

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Front Side Back

Extensive Living Roof

drainage stones

growing medium

drainage layer

waterproof membrane

roof structure

b shallower soil

b cheaper to build

b lighter weight

b can have higher slope

b may have limited access

b require less maintenance

b retain less stormwater

b have less diversit y

Extensive Living Roof

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Front Side

Chicago City Hall

location: Chicago

roof type: Semi-Intensive installation date: 2001

size: 20,300 sq. ft.

As part of an EPA study and initiative to combat

the urban heat island effect and to improve urban

air quality, Mayor Richard M. Daley and the City of

Chicago constructed a semi-extensive living roof

in 2001 on the City Hall building. When compared

to an adjacent normal roof, City Hall’s green roof

was nearly 100 degrees lower, and contributed to

$5,000 in annual energy cost reduction.

The City Hall living roof has over 20,000

herbaceous plants installed as plugs of more

than 150 varieties including 100 woody shrubs,

40 vines and 2 trees—a Cockspur Hawthorn and

Prairie Crabapple. The living roof also has an

apiary and produces honey sold each summer at

the Chicago Farmstand Market.

Back

Living Roof Profile Info Pod

Bright 3D structures with large backlit

photos highlight well-established living

roofs in North America.

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Front Side

Mountain Equipment Coop

location: Toronto

roof type: Intensive installation date: 1998

size: 10,000 sq. ft.

In 1998 Mountain Equipment Co-op (MEC)

relocated their Toronto Store to King Street

West. The store’s 10,000 square foot greenroof

lies over large percentage of flat roof over

the second floor and is a prairie environment

which sustains itself as it would naturally in

the countryside, and is a true symbol of MEC’s

commitment to environmental sustainability.

MEC is a retail cooperative and Canada’s leading

supplier of quality outdoor gear, clothing and

camping equipment. MEC is renowned for a long-

standing focus on social, environmental, and

economic sustainability and has installed living

roofs on several of their retail locations. The

roof is planted with indigenous meadow plants,

flowers and grasses that do not require frequent

watering. The plants offset C02 generation and

the soil helps insulate the building to reduce

heating requirements.

Back

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living roofsLiving roofs are roofs that trade shingles for sedum and other native plants. They have many positive benefits and can transform a once overlooked space into a lush urban oasis.

rooftop farmsA rooftop farm converts a rooftop to a viable growing space and returns food production to the city.

rooftop benefits

create cool

reduce runoff

restore habitat

farm benefits

short commute

high nutrition

nature connection

roof impact

one square foot removes one ton of carbon monoxid e

four square feet provid e enough oxygen for four people

Information Wall

The main focal wall gives an overview of

living roofs and rooftop farms along with

several benefits of each.

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living wallSedum are very hardy plants and are the most common living roof plant. There are many varieties of sedum. Touch and feel their unique spongy texture.

(For specific sedum types used, refer to

page 4 in your exhibit guide.)

Living Wall

Like the entry, a large living wall provides

a connection with nature and showcases

many different rooftop plants.

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Stage and Video

Videos showcasing living roofs, rooftop

farms and living roof plants play throughout

the evening on a large screen.

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explore moreTake a coloring page below and fill in the different things that you would put on your roof. Would there also be animals?

grow lifeThe living roof playhouse

is a vital tool to nur ture the

curiosit y and play fulness in

children and teach them the

value in sustainable design.

The lower por tion is a fully-

functional hideaway while

the roof top grows a variet y

of sedums, herbs, flowers,

and grasses.

hello sedum!Sedum is a spong y plant that loves to live on a roof. Touch and feel the sedum below. How does it feel to you?

Living Roof Playhouse

The living roof playhouse corner welcomes

kids with sedum to touch, coloring activities

to complete and a playhouse to explore.

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Enjoying the Exhibit

The Exhibit provided an open venue where people could learn more about sustainable design and living roofs, discuss the Chicago sustainable design community, and be inspired by all the possibilities that exist in urban agriculture and unused rooftop space.

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Rooftop Tour

The certified organic rooftop farm is carefully planted out and provides a large portion of the produce used by the restaurant underneath. Two active beehives anchor one corner and have not only been invaluable in pollinating the rooftop plants, but also help in pollinating plants, trees and gardens in the neighborhood.

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Watch. Learn. Wonder. Connecting with nature on a living roof

always makes for a great story. Meet your upstairs neighbors.

The Living Roof Video

audience People at the exhibit and people interested in learning about the

North American living roof movement.

objective

The main objective of the video was to share the stories behind

a few North American living roofs. The video provides interviews

with the creators and end-users of the roofs, plant information,

construction overview and local community reaction. The video

transports viewers to a 6-acre living roof in Canada, a variety of

skyscaper living roofs in Atlanta, and a vibrant rooftop farm in

Brooklyn. The young North American living roof movement is

thriving and every rooftop has a unique story.

typeface Klavika

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urban acresTHE LIVInG RooF MoVEMEnT

“Vancouver Living Roof” 4:20

A single line transforms itself into an urban skyline. After a short pause, plants begin to grow from rooftops. “DISCOVER NATURE” rises from the buildings. Skyline, plants and type then fade as Urban Acres logo appears.

Video cuts to Vancouver Convention Center Living Roof. Noted landscape architect Bruce Hemstock tells about the rooftop plants and Canada’s living roof movement.

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Read. Learn. Savor. The open, productive space needed to

transform our cities might be quite literally above our heads.

The Living Roof Book

audience People at the exhibit, people new to the living roof movement , and

people interested in learning more about living roofs

objective

The objective of this book was to create an easy-to-understand

overview book on the urban living roof movement. A compilation

of writings from top sustainable architects, landscape architects,

living roof installers, and living roof homeowners, Open SpaCe

introduces the living roof movement through informative text, rich

rooftop photos, and clear information graphics.

typefaces Klavika

Maxime

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Play. Imagine. Create. Nothing is better than kids connecting with

nature and growing up with plants.

The Living Roof Playhouse

audience Creative parents interested in teaching their children about living

roofs and sustainable design.

objective

The main objective of this project was to creeate a small children’s

playhouse to expose kids, and their parents, to sustainable design

and living roofs. The playhouse plans include step-by-step, easy

to follow instructions. Through the building process, parents learn

the basic functions of a living roof. When finished, the playhouse is

both a functional place for kids to play and imagine and a beautiful

addition to a backyard space.

typeface Klavika

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WHy BUILd A living roof?Living roofs are ridiculously cool. They grow plants, they attract birds, they absorb

rainwater and use it to grow the aforementioned plants—but besides that, living

roofs are poised to be a major player in the field of North American sustainable

urban design. Living roofs have been common place in many European countries

for decades because they counteract many of the more harmful outcomes of urban

expansion (heat island effect, animal habitat destruction, sewer system overload,

etc.) but it is only in the last decade or so that living roofs have begun to gain respect

in North America. Many cities have begun offering financial incentives to people

building living roofs and in turn many homeowners and corporations have begun to

realize the numerous benefits in a living roof. Not only do living roofs have amazing

environmental benefits, but they also bring green space back to urban spaces and

can become personal parks—places of renewal and rest in the midst of hectic urban

life. Living roofs are an affirmation that nature and humans can co-exist. A garden

city is not a myth and indeed in the face of growing climate change and planetary

distress may be our only hope.

In choosing to build a living roof on something even as simple as a playhouse, you are

joining a movement that has the potential to change the face of cities everywhere.

Why can’t rooftops be meadows? Why can’t buildings be more like trees? Why can’t a

grassroots movement change the face of urban centers everywhere? At Urban Acres

we believe that all this and more is possible. Thank you for choosing to create a living

roof playhouse and for seeing the potential that is, quite literally, right above our

heads. Our hope is that you too can marvel at the beauty and power of nature that

your living roof playhouse brings and consider putting a living roof on your own home.

living roof benefits

b

b

b

b

b

b

create coolby reducing the ambient reflected rooftop temperature.

by retaining up to 90% of water that falls during rainstorms.

absorb rainwater

by creating a place for birds and bees to live.

restore habitat

in edible plants that can be freshly picked when grown on a rooftop.

increase nutrition

by removing food deserts from urban spaces.

reduce commute

through the building and maintaining of plants and soil.

promote activity

part 1: building the foundation

1. Clear your space and dig your trench. Clear an 8 ft. by 10 ft. space for building your playhouse. A flat surface is best.

Inside the cleared space, dig 6 inches down so you have a rectangle that is 8 ft. x 10ft. x 6 in.

2. Set your foundation stones. Set your four concrete blocks into the four corners of your cleared space.

These will be the foundation for your playhouse.

10 ft.

8 ft.6 in.

hh h h

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No worthwhile journey is ever undertaken alone. It ’s impossible

to become more than you are without the encouragement and

constant support of a strong community.

Thank you to all of my instructors and my classmates, especially

Aran Baker, Carolina de Bartolo, Laura Loper and Jeremy Stout.

Your patience, passion and strong commitment to excellence is

inspiring. Thanks to the Chicago sustainable design community,

especially Helen and Michael Cameron and everyone at the Devon

location of Uncommon Ground. My largest graphic design creation

to date would not have been possible without all your generosity.

Thanks also to my team at Willow for reminding me that no task is

impossible with some friendly support and a sense of humor. And

last but certainly not least, thank you to my great family for the

cheers, endless love, inspirational mountain trips, coffee surprises,

and a million other delightful mundane moments. You have shown

me that life is best navigated from a place of both deep joy and

profound gratitude.

This book was designed by Lisa Hammershaimb using both Posey, a typeface by

Lisa Hammershaimb inspired by her two small puppies, Posey and Bella, and Myriad

Pro, a clean humanist sans-serif typeface designed by Robert Slimbach and Carol

Twombly. Together, the type combination conveys a bold and graphic yet casual

quality. All of the photographs were taken by Chicago photographer, Kyle LaMere, of

I Shoot Rockstars (ishootrockstars.com) with the exception of the aerial photograph

shown on page 64 which was taken by Portland photographer, Casey Cunningham

and the aerial photography on pages 76, 94, and 95 which was taken by Chicago

photographer, Zoran Orlic of ZeroStudio (zerostudio.net). This book was bound by

A&H Bindery in Broadview, Illinois.

Lisa completed her MFA at the Academy of Art University in San Francisco over the

course of four years. Her thesis advisors were: Jeremy Stout, Brian Majeski, Marc

English, Carolina de Bartolo, and Aran Baker.

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final portfolio

Documents

issue of open road

open heart

open mind

open road maga zine19category

helloprint open road

wide open spaces

avalanche basics25category

avalanche terrain