Amalfi Coast – Typography Exploration
Miami Ad School – Hand Craft Tools
Miami Ad School – Hand Craft Tools
This project challenged us to capture the spirit of a place through hand-crafted design, with an emphasis on typography. I chose the Amalfi Coast- partly because I want to go!
Using hand-drawn elements, I created typography that evoked the breezy elegance of southern Italy. The goal was to use lettering to reflects the relaxed sophistication of the Amalfi coastline.
To develop the concept, I did a deep dive into the history of the Amalfi Coast and learned about its "golden age of tourism." The golden age of tourism on the Amalfi Coast, and in much of Europe, refers to the period between the 1950s and early 1970s. After World War II, international travel became more accessible thanks to commercial air travel, rising middle-class wealth, and cultural fascination with the Mediterranean lifestyle. The Amalfi Coast became a glamorous destination for Hollywood stars, artists, and travelers- think Jackie Kennedy. Therefore, I wanted my design to have a vintage feel to it, which is why I included the vintage ice cream cup, a nod to classic Italian indulgence, echoing the spirit of la dolce vita. I learned that the world-famous lemon liquer, Limoncello, originated in this region and is a core part of the coastal experience.
