Semester Zero
2024
Creative Direction/ Graphic Design
Freelance work for The University of Wisconsin
Semester Zero exists in the space between near and far.
Semester Zero is a project completed for the Master's in Design + Innovation program at the University of Wisconsin. The book aims to connect accepted Master's students to the University, the land, and the MD+I program. To bridge the distance between near and far. The design of this book included work on activities, the completed layout, and a guiding identity for the book and the program moving forward.
The book started as a conversation between myself and Coe Douglas, the talented Creative Lead and Educator in the design and innovation program. We spoke about creating a bridge between new students and MD+I, The University of Wisconsin, and the beautiful landscape of Southern Wisconsin. We also thought about including ideas around universal symbols, interactive elements, field journals, and ecology, passion and interest areas for us both. From this conversation we would create not just our bridge in the form of the “Semester Zero” publication but a new graphic identity for the University of Wisconsin Masters in Design + Innovation.
Words: Coe Douglas
Illustration, Design, and Identity: Owen Mosley
Activity Design done in collaboration
A huge thank you to Trudy Watt.
Early Concept Sketches:
University of Wisconsin MD+I students come from all over the world. My design challenge was to bridge the gap between near and far by introducing them to Wisconsin and the UW while giving them space to bring their unique background, location, and ideas into the new space that the Master's in Design and Innovation provides.
My solution was “Lunar Light.” The magic of the light of the moon is a universal experience on Earth. The graphic solution is inspired by this universal and surreal light casting shadows on the forests and wetlands of Wisconsin.
Wisconsin Animal Illustrations:
The illustrations for the book feature Wisconsin's native animals like the badger (UW’s Mascot), the owl, and the crane. These animals are cast in shadow, allowing the viewer the space to assign characteristics to the silhouettes and creating an invitation into the magic of the woodlands and wetlands of WI through anonymity.
The Master's in Design and Innovation program prides itself on its four guidestars, or guiding principles:
A Culture of Belonging, Fearless Transdisciplinary Collaboration, Socially Engaged Innovation, and focusing on not just human-centered, but life-centered design.
I illustrated a symbol to represent each one of these principles. Geometric and universal shapes that make up a fragment of a larger star.
Guidestar symbols in action:
As the Semester Zero Project came to a close Coe Douglas and I agreed that the “Lunar Light” identity was a success and worked towards adopting it across MD+I publications and media. The Semester Zero Book was distributed to the incoming class of MD+I students at The University of Wisconsin for the 2025 school year.
Highlight spreads from Semester Zero:
