Faculty of Design

Graphic Design

Arshdeep Kang

Jugaad Principle 04: Kennedy Road Strip Malls

Jugaad Principle 4: design practices without design school.Strip mall shop signs are the perfect example of how small businesses need designs in a cost-effective manner. They hire someone who creates cheap designs and gets the job done. And that’s all these businesses require; for the message to be understood and seen by the masses, it just needs to be communicated. Inspired by the project “Every Building on the Sunset Strip” by Ed Ruscha, their publication consists of buildings found on the Sunset Strip in Hollywood California in the 1960s. The publication is a black-and-white accordion fold book.I designed my publication to be an accordion fold as well where the images of the shop signs connect in one big line, similar to the architecture of a strip mall. It is, however, printed on fluorescent orange and yellow sticky notes, in the shape of phulkari. Adding this phulkari dimensionality was a means of representing Brampton culture since the strip malls are located in the hustling and bustling Kennedy Road, where culture is present at every shop corner. Because phulkari is bright and eye-catching, I needed my substrate to be equally as bold. Post-It notes are what I came across when looking for a material that was bright and bold enough, but also cheap and got the job done.