SCAD Project | Editorial Design & Brand Analysis
This 200-page promotional book was created as part of a SCAD studio course focused on researching and responding to the work of a leading design firm. I selected 2x4, a New York-based agency known for its bold conceptual work, cultural fluency, and systems-based thinking. The goal of the project was to analyze the studio’s philosophy, history, and output—and translate that understanding into a tactile, high-end piece that felt like it could exist within their own body of work.
I chose 2x4 for its distinct design sensibility—one that’s equal parts strategic and subversive. I researched the studio’s founders, key projects, service offerings, and broader impact on the field. I also analyzed the firm’s tone of voice, design systems, and use of language—focusing not just on what they make, but how they think and communicate.
Tactile Experience
Designed in Adobe InDesign, the promotional package includes a custom dust jacket, bookmarks, and an enclosure, enhancing the tactile and interactive experience. Thoughtful material choices and design details reinforce 2x4’s distinct identity, creating a cohesive and immersive presentation.
