Heidi Choi world
Paul Rand
Designer Study
What if Paul Rand designed this today? Exploring simplicity, wit, and visual storytelling through a contemporary interpretation of his design approach
This project began with researching the work of 29 influential designers and selecting one whose visual approach would serve as the foundation for a series of design outcomes. I chose Paul Rand and approached the project by exploring how he might have interpreted and solved the same design brief.
The booklet was developed to capture the sense of surprise often found in Rand’s work. The cover features a die-cut window that reveals color from the following page, interactive elements such as a threaded button, and a back cover designed to allow removable and interchangeable inserts, creating a more engaging reading experience.
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Through studying his work, I was drawn to his ability to transform simple geometric forms into clever, playful, and memorable visual solutions. Inspired by this approach, I designed a booklet, poster series, and skateboard deck that reflect his emphasis on simplicity, wit, and strong visual communication.
