CATEGORY

Comprehensive Identity Programs

LEVEL

Student

RANK


DESIGN CREDITS

School

Academy of Art University

Instructor

Phil Hamlett

Advisors

Gaston Yagmourian
Jenny Ji
Chris Riggs

Videographer

Eric Slatkin

Food Stylist

Abby Stolfo

Photographer

Josh Gruetzmacher


TAGS

, , , , , , , , , ,


LINKS

Katie King Rumford
Counter Intuition

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CLIENT

A Graphic Design MFA The­sis Project built around a tar­get audi­ence of 20– and 30-somethings who don’t know how to cook but want to learn. The main goal was to excite, edu­cate, and engage the audi­ence inside and out­side of the kitchen.


BRIEF

As a visual prob­lem solver I wanted to cre­ate and design solu­tions to address and, ide­ally, reverse the recent decline in home cook­ing among 20– and 30-somethings in Amer­ica. Through my research I found that the three major rea­sons for the lack of cook­ing were: 1) fear of fail­ure, 2) lack of knowl­edge and 3) lim­ited time avail­able. With my audi­ence in mind I per­formed over a year of exten­sive research to iden­tify how they wanted to learn, what they wanted to learn, and how best to address the three rea­sons these peo­ple aren’t cooking.


APPROACH

My research and audi­ence informed my design process, con­stantly chang­ing through­out the course of the project. Ini­tially my audi­ence wanted printed mate­ri­als and books to learn to cook, while about a year into the project that changed to want­ing to learn with inter­ac­tive media. Thus my project deliv­er­ables had to expand and change to fit my audience’s needs. The designed solu­tions were cre­ated to encour­age peo­ple to get into the kitchen (inspi­ra­tion), edu­cate them (once they’re in the kitchen cook­ing), and lastly to engage them (to keep them cook­ing and con­nect them to the larger home cook­ing community).

Despite food’s inte­gral role in our daily lives, Katie King Rum­ford was dis­con­certed by her generation’s fear of the kitchen and sub­se­quent inabil­ity to fend for them­selves. She man­ages to address this prob­lem squarely with her MFA the­sis project Counter Intu­ition. By build­ing on a key insight that cook­ing is a par­tic­i­pa­tory sport best enjoyed in the com­pany of friends, Katie has effec­tively uti­lized social media to encour­age peo­ple to shed their inhi­bi­tions and jump in. With its broad spread of media (print, video, online) she makes the best pos­si­ble use of one’s vir­tual life—to improve one’s actual life. — Phil Ham­lett, Direc­tor of Grad­u­ate Graphic Design at Acad­emy of Art University

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