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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