It begins with a seed.
With this holiday card, we offer a rare opportunity to define who you are and what you value. In this project, we decided to focus on change and transformation, as ASU Library is in the midst of some major transitions, most notably the Hayden Library renovation. While change can be disruptive and uncomfortable, it is the natural way of things – thus, the tree imagery. The seed, the roots and the tree’s growth were all intended to speak to our dual desire (particularly during the holidays) to connect with our roots while also forging new directions. The quote by international writer Italo Calvino is a nod to ASU’s growing international audience (students, faculty and stakeholders) as well as to the library’s long and close relationship with the world of books.
“What counts is what we are, and the way we deepen our relationship with the world and with others, a relationship that can be one of both love for all that exists and of desire for its transformation.” - Italo Calvino
Credits:
Creative Direction: Jennifer Duvernay
Art Direction: Amy Carolyn Watson
Graphic Design: Collin Stevic and Amy Carolyn Watson
Content Curation: Britt Lewis
Laser cut and produced on ROYAL SUNDANCE® Felt 80C (neenahpaper.com) in Brilliant White with Gold Flat Foil Stamp and a Copper Saddle-Stitch, through O'Neil Printing, Phoenix, AZ.
Photo Credits: O'Neil Printing
