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Visual Language: Events at AdlerSmith Gallery (2024–Present). The system explores the ebb & flow of surf culture from a historic/reflective point of view. Elements are derived from speed, authenticity, and a bold shifting landscape. The system is purposeful, consider, and flexible.

Specs: Posters (13×19 & 24×36"), Prints (18×24"), Flyers (11×17"), Social Posts. UV printing on uncoated stock, CMYK. Typeface: DADA Grotesk (Lineto).

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Credits: (Curator) Charles Adler; (Design Director) Scott Massey; (Collaborators) All the art has been provided by the artists, each poster is seen as a vehicle to share their work in the most respectful manner possible.

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Captions: (1) The first poster that we created (Above & Below, Russell Crotty/David Lloyd)* was designed on the train during my commute to Brooklyn. Screenshots were fired, changes were made during my break and files were sent before my students came back... Although the process has expanded since then, I try to iterate 10–25 directions in the first part of the day and then make Charles decide which direction to go. We usually print 2–3 posters, my goal is to make the decision as difficult as possible, and there hasn’t been a show where we’ve disagreed. Its a game, but I try to make it so there’s no way to lose, the fun is baked into each direction. Another part of the game is to work within typographic restrictions, only using DADA Grotesk and mostly all caps to start. Scale & color open up the playing field and allow ideas, personality, and meaning into the mix.

Captions: (2) The system has remained consistant and clear due to time restraints, the gallery installs a new show monthly. However, its been advantageous in the overall look and feel that has developed over time... a bit of sophistication, a lot of power, and a bit of a smirk. Within this box, we also provide space for the artist’s work to shine through with little interuption. We’d like to thank the artists for their work, impact, and trust. Shows in chronological order: Russell Crotty/David Lloyd*, Sandow Birk/Leo Hetzel, Wolfgang Bloch, Art Brewer, Tom Blake, Russell Pope*, Tim Kerr/Steve Olson/Sandy Yang, Pandora, Brian Bent, Marisa Murrow/Summer Strauch, Steve Nazar, Middle of Nowhere (MPS), Blakeney Sanford, Gregg Deal, & Gidget. Thanks to Charles Adler for the trust, fun, and curiosity. *Indicates the design was not shown.