American Derive — Abby Lee

A quick project for a branding course, the assignment was to create a brand and a series of three posters based on a personal memory. I used a memory of participating in a dérive, which is an unplanned journey through a landscape or environment. The term was coined by Guy Debord, one of the founders of the Situationist International made up of avant-garde artists and intellectuals. Debord defined a dérive as "a mode of experimental behaviour linked to the conditions of urban society: a technique of rapid passage through varied ambiances."

I created a concept for a publication or magazine called American Dérive, using different American cities as backdrops for the posters accompanied by a consistent brand language of typography, colors, image treatment, and hand drawn illustrations that elicit the sense of mapping and observation of a city or town.

Abby is a graphic designer and artist based in New York with particular interests in branding & identities, web design, print & editorial, and experiential design.

Pratt Institute Communications Design MFA Instructor: Diego Kolsky

Pratt Institute
Communications Design MFA
Instructor: Diego Kolsky