FALL 2022
AIM | Experimental Typographic Publication & Branding
AIM is a fictional publication concept centered around the art and lifestyle of archery, inspired by my own experience growing up learning how to shoot. Archery teaches patience, control, and focus, and this project visually translates those lessons into a cohesive editorial identity. When tasked with creating a publication, I wanted to explore a subject that felt both personal and reflective, capturing the quiet intensity and discipline that comes with every shot.
This publication’s identity is driven by experimental typography that mirrors the rhythm, skill, and precision of archery. Letterforms stretch, align, and fragment to emulate the tension of a drawn bow and the release of an arrow, creating compositions that feel both controlled and expressive. AIM blends a sense of adventure with tranquility, using its visual system to evoke spiritual growth and intentional living, ultimately inviting readers into an experience that is as introspective as it is visually striking.
For the wordmark, I knew it needed to resemble archery in some way, whether it’s a calming approach or focused on the motion behind the skill. Using curved letterforms, I discovered a way to echo the shape and structure of an archers bow.
TYPE PAIRING STUDIES
LAYOUT EXPERIMENTS
Archery is all about having the right angle. At the start of these experiments, I focused on how to show those angles, but ultimately, I found success in portraying the tension, motion, and strength through various typesetting across spreads.
SOURCES
Text:
21, P. S. A. (2021, April 15). Editor's note jun/jul 2021. Traditional Bowhunter Magazine. Retrieved from https://tradbow.com/editors-note-jun-jul-2021/
Archery Dude. (2020, February 10). Archery tips for accuracy: 12 killer tips to improve your shots. Archery Dude. Retrieved December 2, 2022, from https://archerydude.com/archery-tips-for-accuracy-12-killer-tips-to-improve-your-shots/
Kazek, K. (2019, May 11). Alabama's Howard Hill was world's greatest archer, “real” Robin Hood. AL. Retrieved December 2, 2022, from https://www.al.com/life/erry-2018/03/5890b49009/alabamas_howard_hill_was_world.html
Vilchis, R. (2020, August 16). These Uber drivers are stressed. Archery soothes them. The New York Times. Retrieved from https://www.nytimes.com/2020/08/16/sports/bhutan-archery-uber-drivers.html
Well, watch me: An interview with paralympic archer Lia Coryell. (n.d.). Madda Fella. Retrieved from https://www.maddafella.com/blogs/motivation/well-2c-watch-me-3a-an-interview-with-paralympic-archer-lia
Images:
Cover: Nasya-nassya. (2022). TLOU2 cosplay Ellie Williams - Fuji Superia 400. DeviantArt. Retrieved from https://www.deviantart.com/nasya-nassya/art/TLOU2-cosplay-Ellie-Williams-Fuji-superia-400-933962079
Table of Contents: Bohm, F. (2022). Using a hinge release for hunting. Fred Bohm. Retrieved from http://www.fredbohm.com/
Feature 1: New York City Times Square shops advertising. (n.d.). PIX4FREE. Retrieved from https://pix4free.org/photo/384/new-york-city-times-square-shops-advertising.html
Feature 2: RODNAE Productions. (2021). Group of archers walking. Pexels. Retrieved from https://www.pexels.com/photo/nature-man-people-woman-6669295/
Feature 3: RODNAE Productions. (2021). Longbow draw back. Pexels. Retrieved from https://www.pexels.com/photo/city-road-landscape-nature-6669231/
Interview 1, 2, and 3: Shpigel, B. (2021). Lia Coryell. The New York Times. Retrieved from https://www.nytimes.com/2021/08/25/sports/olympics/paralympics-lia-coryell.html
