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<section>
<div class="section-inner">
<!-- Caption 1 -->
<figcaption class="block description" id="lorraine-caption-1">
<p>The work of Lorraine Wild could be said to fall into a unique class <br>
of design that is so subtly brilliant you might not even notice. A <br>
driving force during the post-modernist movement, Wild <br>
advocated for a departure from modernism. Her work expressed <br>
a general distrust for grand theories or ideologies, as well the <br>
problematic notion of what constituted “art,” but did so in a <br>
matter much less in your face about it than say, a David Carson. <br>
But although her work was relatively quite structured in <br>
comparison to other post-modernists of her time, it’s the little <br>
rules she breaks so quietly through which her true brilliance <br>
shines through. And it’s always subtle.</p>
<p>The more and more that I studied Lorraine's work, the more I <br>
caught myself thinking “man, I can’t believe how much of this <br>
stuff I missed the first time.” So when the time came for me to sit <br>
down and consider how I should go about structuring the look <br>
and feel of this book, I began my ideation process by printing out <br>
a collection of examples of Lorraine’s work and started pulling <br>
out each and every one of the subtle—yet deliberate—details or <br>
nuances that I could find. I drew in grids, guidelines and margins. <br>
I overlaid wireframes. I highlighted copy that broke out of the <br>
grid. I drew connections where type intersected image. All in all, <br>
this began to shift the focus away from the structure of the grid <br>
and towards where it was being broken, establishing a new but <br>
interesting visual vocabulary that would become the over-<br>
archiving concept for the book’s design.</p>
<p>Ultimately, the final result became not so much an homage to <br>
Lorraine’s unique style of design, but rather an (admittedly) over-<br>
the-top depiction of the structures that exist behind a final pro-<br>
duct; a behind-the-scenes if you will, intent on shining some light <br>
on the “unseen” choices and calculations that designers make <br>
constantly throughout the design process.</p>
</figcaption>
<!-- Image 1 -->
<figure class="block image-2 landscape" data-ratio="1.75" >
<div id="lorraine-image-1" class="image" data-large="img/lorraine/lorraine-1.jpg" data-largewidth="1024" data-largeheight="683">
<img src="img/lorraine/lorraine-1.jpg" width="1024" height="683">
</div>
</figure>
<!-- Caption 2 -->
<figcaption class="block description" id="lorraine-caption-2">
<p class="hidden-info"><i>The content featured in this publication is self-authored and <br>
includes a biographical account of Lorraine Wild’s career as a <br>
designer, a concise history of the Post-Modernism movement, <br>
and my own closing commentary.</i></p>
</figcaption>
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src="http://www.jeffpaletta.com/assets/books/lorraine/lorraine-flipbook.html">
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<p class="enlarge-button">
<a href="http://www.jeffpaletta.com/media/books/lorraine/lorraine-flipbook.html" target="_blank">[ fullscreen ]</a>
</p>
</div>
</figcaption>
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src="//e.issuu.com/embed.html#23690015/37689143" frameborder="0" allowfullscreen>
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</figure>
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</figcaption>
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<figcaption id="lorraine-process">
<p>
<a href="http://archive.jeffpaletta.com/process/lorraine-process.html" target="_blank">[ view process work ]</a>
</p>
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</div>
<footer>
<div style="max-width: 80%;margin-top: 33%;">
<p>
On paper I call myself a communication <br>
designer, but that's really just an umbrella <br>
term I use to keep things succinct. I'm <br>
really just a problem solver who is always <br>
looking for a better way of doing things.</p>
<p>
As a kid I was building primitive “robots” <br>
to do my chores for me, and as a teen I <br>
was scheming up <s>romantic</s> creative <br>
ways to ask my crush to the school <br>
dance. Doing things the default way is <br>
boring; there’s always a more exciting <br>
means to accomplish the ends.</p>
<p>
I’m basically a grown-up version of the <br>
annoying little kid who responds to every <br>
statement with “why?” But sometimes <br>
asking “why?” turns into a “what if?” My <br>
portfolio is a collection of these moments: <br>
fifteen different solutions that began by <br>
asking questions an exploring new ideas.</p>
<p>
<br><a href="tel:+12489125733">+1 248 972 5733</a>
<br><a href="mailto:[email protected]">[email protected]</a>
<br><a target="_blank" href="http://instagram.com/jeff.archive">@api.jeff</a>
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