Sean Wolcott

Graphic Design
2008–2014
Sean Wolcott
Graphic Design
2008–2014
 Contents

About this book

This book represents a large portion of the body of
6
Bio
design work I have produced over the last seven years.
While I have been practicing in the design field much
9
Identity
longer, any such works preceding this period were
focused on my primary task at the time of production
101
Promotion
Publication
versus creation or are otherwise “pre-enlightenment,” 127
meaning that they were made before my own personal
illumination on the power, purity, and clarity of design.
The projects included here mostly represent my own
design agency, Rationale. Many other projects created
139
User Interface
in collaboration with teams of past employers during
this time have been omitted, not for lack of quality,
145
Packaging
but to maintain a focus on the Rationale work,
which represents my beliefs and the ongoing refinement
163
Appendix
of my personal design language. I hope you enjoy.

Sean Wolcott, December 2014

rationale-design.com

Book design: Sean Wolcott

Project photography: Casey Broadwater
Bio photography: April Brimer
Bio text: Michael Gagliano
Copy editing: Erik Wirsing

3
“More than proud, I am honored to know such a talent.” – Massimo Vignelli

5
 Sean Wolcott is a graphic designer and Featured in print and online publications
founder of Rationale, a Seattle-based worldwide, he has been selected by
design studio. In over 20 years of expertise, Massimo Vignelli as one of the top five
he has designed corporate identity American graphic designers today.
programs, events, packaging, signage
systems, publications, websites, and user His efforts to inform and promote a better
interfaces for some of the biggest design culture are also reflected in his
companies and products in the world. activity as an international teacher and
speaker, having lectured several times in
His work reflects a holistic philosophy of the United States, as well as in Europe.
design and visual language, which aims at
rational and powerful expressions that
can appropriately convey client values.
For Sean, design is not a matter of style,
but rather a logical, problem-solving
process that leads to timeless solutions.

6 7
Identity

9
 Latitudex, an identity system for
IT services company, provides a
unique and vibrant visual language
that clearly differentiates the company
from competitors.

Just as latitudinal lines wrap the globe, Directly to

a continuous line wraps all Latitudex
communications. This unbroken
element, represents a direct line to
the solution
the solution, as well as a promise IT Solutions
to the customer. The primary system latitudex-it.com
of yellow-orange color provides a bright
and optimistic accent to all pieces.

Latitudex Latitudex

11
 Latitudex
Latitudex
Latitudex

Latitudex

12 13
15
 Directly to
the solution
IT Solutions
latitudex-it.com

IT Solutions Services About News

Latitudex

Networks We offers proven solutions to help build, support

and monitor your network and IT infrastructure.

Servers Efficiently onto fewer servers, reducing energy

usage, hardware maintenance and IT costs.

Installations Network installation and migration, installation of

hardware is our specialty.
Latitudex
Security Stop security breaches and other threats that
can seriously disrupt your business.

Consulting We are available for a wide variety of technology

consulting. Contact us today >

hello@latitudex-it.com 632 Willows Ave

425/877 9661 Lynwood, WA 98037

16 17
19
The Lighting Fires identity book
cover format, interior pages, data
visualizations, promotional materials,
and website visuals address the notion
of a growth of ideas and movements
over time via sequential geometry,
showing fire as digital abstraction.

21
22 23
25
Massive Bit offers a unique service
to technology companies by distilling
big data down to the most relevant
information to help make multi-million
dollar decisions.

All pieces carry a clear, structured,

varied, and vibrant visual language that
is reflective of the diverse data analysis
and insights the company provides.

27
Dashboard Product 1 Product 2 Product 3

KPI Overview
Pre-processing results to
the multivariate data sets

5,354 4,963 9,455

3,335 2,278 1,367

25 3 % % 9 %
System Analysis
Knowledge Discovery
in Databases

Sequential pattern finds Function attempts Sequence analysis

Data Sequence
Clustering
Classification
Summarization

29
 Finding the needles in
your digital haystack

30 31
32 33
 Foothills California, a Claremont-based
lifestyle brand, was in need of a refined
and timeless identity system.

In the area of fashion, perhaps more

than any other, the need to stand out
is as relevant for the design of an
identity as it is for the design of the
products themselves.

The solution is a straightforward, visually

powerful nod to the Native American
heritage from which their products
are inspired.

Jonnie
H
jonnie@ enderson
foothills

FOOTHILLS
FOOTHI
909/5 c
68 843 alifornia.com

C
8

LLS C A

A Design
ed
P.O. Bo in California
x7
Clarem 1
ont, CA
91711

35
FOOTHILLS AC Experience Quality
Designed in California, USA
Email Address Learn More

Designed in California, USA

FOOTHILLS AC

37
41
 A
April Brimer is an editorial fashion
and product photographer in
Seattle, USA.

Photography and fashion are both

inseparable forms with elevated
precedent. Design brings these
together with equally high requirements.

As such, the positioning of the identity

preserves a timeless focus on the
images themselves.

April Brimer Photography

B 43
 A A

April Brimer Photography April Brimer Photography

B B
44 45
 A A

April Brimer Photography April Brimer Photography

B B
46 47
 A
April Brimer Ph
otography

y
Nikolai Chern
nroe St.
701 North Mo
99201
Spokane, WA

A
April Brimer Photography
1020 Belmont Ave E, Unit 3
st 15th, 2014
Seattle, Augu Seattle, WA 98102

y,
Dear Mr. Chern d is a
ple only. A gri
holder exam e rigor,
fol low ing co py is for place structures meant to provid n extend
The s of grid ca
ucture or serie efulness of a
systematic str ciency to content. The us hn olo gy and
effi science, tec
harmony, and architecture, n appropriate
gra phic design to grids, each with their ow
well be yo nd
riety of re than a
are a wide va s nothing mo
more. There rk I find need seminal
t the majority of wo rockmann detailed in his
applicatio n, bu ller-B repression –
mo du lar gri d as Josef Mü y provides the opposite of
basic rta ntl
grid most impo
publication. A

B
om. rk I do,
it gives freed point to any wo
ntal starting tting
s a cru cia l and fundame co nta ine r, so the forma
ay ld drive the From here
Grids are alw e content shou tha t will go in it.
dig ita l. Th co nte nt lity and
print or the type of ximum flexibi
is defined by ing for the ma , and
of my space cie nt solution allow ns ive lay outs, scaling
st effi po
I seek the mo ns with res el grid as
en cy . In dig ital applicatio an “ab so lute” fixed pix As it is
consist s, I establish drawn from.
or exception ts ranges are
varying rules m wh ich several layou ho lds are defined fro
m
fro thres
my foundation ges, relative scaling, and
nta
coded, perce e.
d grid structur
the core fixe lasting. Its
nor new – it is
is neither old ner knows
d on geom y, it
etr pe rienced desig April Brimer Pho
A grid is ba se
on g no w as ever. Th e ex
to do wh at is needed for tography

usefulness is
as str and freedom
d ha s bo th the discipline
its place an
me.
the best outco

Sincerely,
206.604.1288
hello@aprilbrime

1020 Belmont
rphoto.com A
Ave
Seattle, WA 981 E, Unit 3
02

Sean Wolcott

Ave E, Unit 3,
Seattle, WA 981
02 B
1020 Belmont to.com / 206/604.128
8
aprilbrimerpho

48 49
51
52 53
Smith Interiors is a floor covering
business specializing in both residential
and commercial sales and installation
of hardwoods, carpet, tile, and more.
The company has strong and well-
developed small town roots, having
been in business since 1975.

For the identity, the approach is

centered around the modular blocks
of the Smith Interiors mark. These
blocks resemble the quality materials
used by the company in conjunction
with the precision of their craftsmanship
honed by years of experience.

Smith Interiors

55
 Smith Interiors

y
Mr. Jim Gaffne
ay
8105 Broadw
203
Everett, WA 98

2014
ctober 27th,

ney,
Dear Mr. Gaff d is a
ple only. A gri
holder exam e rigor,
fol low ing co py is for place structures meant to provid n extend
The s of grid ca
ucture or serie efulness of a
Smith Interiors
systematic str ciency to content. The us , tec hn olo gy and 112 Avenue D
harmony, and
effi ture, science n appropriate
n to architec with their ow
Snohomish, WA 98290
ll be yo nd graphic desig gri ds , ea ch re than a
we riety of s nothing mo
are a wide va rk I find need seminal
more. There majority of wo rockmann detailed in his
bu t the n–
applicatio n, Müller-B e of repressio
sic mo du lar grid as Josef ntl y pro vid es the opposit
ba
gri d mo st im porta
publication. A
om.
it gives freed int to any wo
rk
ntal starting po iner, so the
ay s a cru cia l and fundame ve the co nta
Grids are alw dri in
ntent should nt that will go
digital. The co ned by the type of conte um
I do, print or fi for the maxim
my space is de lution allowing ponsive layouts,
formatting of ek the most effi cie nt so
ns wi th res
I se ca tio d
it. From here In digital appli “absolute” fixe
consistency. establish an
flexibility and ng rul es or exceptions, I layou ts ran ges are drawn
varyi veral
scaling, and from which se thresholds are
my foundation ges, relative scaling, and
pixel grid as
As it is co ded, percenta structure.
from. d grid
the core fixe
defined from – it is lasting.
Its
old nor new
y, it is neither signer knows
d is ba se d on ge om etr
ev er. Th e ex perienced de is needed
A gri w as what
as strong no freedom to do Smith Interior
usefulness is discipline and s
has both the
its place and .
tcome
for the best ou

Sincerely, Bill Woll, wne

r
bill smithinteri
ors.net
425 750 085
6 cel
360/568 2116
112 Avenue D
Sean Wolcott Snohomish, WA
98290

since 1975
oor covering
commercial fl
Residential om ish, WA 9829
0
D, Snoh
112 Avenue .net
smithinteriors
360 568 2116

56 57
 Smith Interiors Smith Interiors
Residential commercial floor covering since 1975 Residential commercial floor covering since 1975

Your hardwood flooring experts

ur hardwood selections are
Professional instillation
ur local expert installers apply
Free estimates & design services
Get in touch to learn more on
Smith Interiors
Residential
ready to match any decor and fit their years of careful experience ensuring the right decision for your commercial fl
oor covering
your specific needs. Whether it in making your home look the home. Contact us at 360 568 2116, since 1975
Your tile flooring experts Professional instillation Free estimates & design services be hand-scraped rustic woods, a best it can be. ur promptness, smithinteriors.net, or visit at 112
domestic oak, or an exotic Brazilian professionalism, and quality Avenue D, Snohomish M-F 9-5,
Whether it s for flooring or ur local expert installers apply Get in touch to learn more on cherry, we have hardwoods suitable is best-in-class. Saturday by appointment .
countertops, our wide selection their years of careful experience ensuring the right decision for your for any area of the home and ready
of ceramic, porcelain, and natural in making your home look the home. Contact us at 360 568 2116, for a lifetime of use. smithinteriors.net
stone will ensure the right choice best it can be. ur promptness, smithinteriors.net, or visit at 112
for your job. The durable high professionalism, and quality Avenue D, Snohomish M-F 9-5,
quality of tile makes it a cost is best-in-class. Saturday by appointment .
efficient solution that is beautiful
and easy to maintain. smithinteriors.net Your flooring
experts
With 40 years Professional
other busine of experience, few ins
ur local expert tillation
sses can ma Free estimates
quality of sal tch our their years of installers app & design ser
es, careful experie ly
and customer service, product, in making you
Get in touch
to learn more vices
In business sin commitment. r home look thence ensuring the
right decision
on
ce 197 5, best it can be. home. Conta for your
we
the foremost
loc
are professionalism ur promptness, ct
smithinterior us at 360 568 2116,
types of interior al experts in all is best-in-cla , and quality s.net, or visit
floor coverin ss. Avenue D, Sno at 112
g.
Saturday by homish M-F 9-5,
appointment
.
smithinteriors.ne
t

58 59
 Smith Interiors

Gaffney Construction Installation of floor covering in Number 4587

new commercial building at
1003 ewitt Ave, Everett, WA
Date 9 6 2014
Smith Interiors
Due 10 6 2014

Smith Interiors Residential commercial

Serviced Description Amount 000.00 smithinteriors.net floor covering since 1975
9 3 2014 Service details

Smith Interiors

Residential commercial
floor covering since 1975

bill smithinteriors.net Total 000.00 SD

360/568 2116
112 Avenue D
Snohomish, WA 98290 Deposit NA

Balance Due $0 USD

60 61
 The Casey Broadwater hotography
identity system gives a simple and bold
typographic treatment so that the
featured photography itself may shine.
The end result is a straightforward
design language that gives maximum
impact through a minimum of means.

CASEY BROADWATER PHOTOGRAPHY

63
64 65
68 69
 Completed as a proposed design
for a Massimo Vignelli Master Designer
Workshop, the identity for the erox
International JazzFest is brought to
life with a straightforward and bold
approach that gives a nod to the era
from which jazz was born. The design
elements give a sense of vibration,
reflecting the festival music
and performers.

JazzFest

71
73
74 75
77
78 79
80 81
 Another proposed design for a Massimo
Vignelli Master Designer Workshop, the
Rochester Philharmonic identity aims
to elevate the level of prestige, heritage,
and power reflected in that of the
orchestra itself.

Base colors of grey and gold alongside

black and white photography reinforce a
reputable persona and contemporary
yet classical presentation.

Rochester Philharmonic

83
84 85
86 87
88 89
90 91
 The Eastman House Museum is one of
the world’s premier photography and
film institutions.

As the third and final proposed design

for a Massimo Vignelli Master Designer
Workshop, the aim of the re-imagining
of their identity was to better capture
the power and emotion found in the
many groundbreaking works contained
at the museum. From the root of the
dynamic logomark, possibilities of
implementation are endless yet
consistently cohesive.

Eastman House Eastman House

Photography Technology
Eastman House
Photography
Eastman House Eastman Society
Film Membership

93
94 95
97
 Eastman House
International Museum of
Photography and Film

Exhibitions News & Events Get Involved Education Shop

60 on the ‘60s Influential photographs from

an influential decade
Oct 6, 2012–Jan 27, 2013

Explore Support Connect

See our wide variety of educational George Eastman House relies on your Keep up with Eastman House by
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99
Promotion

101
The Fascination Bringing Down The Walls Aube Records
Movement Single Out Now Düsseldorf

103
104

Design: Sean Wolcott/Rationale for Chaircuterie, AIGA Colorado

1914–2014
Ten decades of
American design

AIGA100
105
 22nd Seattle 22nd Seattle
Polish Film Festival
October 10-19
SIFF Cinema Uptown
Polish Film Festival

SPFF
polis fil s or roduced Seattle d nia Sister Cit ssoc

SPFF
October 10-19

SPFF
SIFF Cinema Uptown
Produced by Seattle-Gdynia Sister City Association
polis fil s or

SPFF
SPFF
SPFF
SPFF
22nd Seattle
Polish Film Festival
October 10-19
SIFF Cinema Uptown

107
 PRESENTS DARK DISCO

THE FASCINATION
MOVEMENT

SOFT METALS

CYBERTRAMP

NOVEMBER

SPORTS
THE FASCINATION MOVEMENT
JUPE JUPE
CD RELEASE

RE-BAR 1114 HOWELL JULY 21 9PM $5 THE SUNSET TAVERN

9PM 8$ 21+

108 109
 CMYK

HOTELS

THURS
THE FASCINATION 3/4/10
MOVEMENT
$8 ADV
$10 DOS

8PM
21+

THE
NODDY
CROCODILE THE DEBUT AUBE
FASCINATION EP OUT RECORDS
MOVEMENT NOW DÜSSELDORF

110 111
 YOUNG MONDAY ZAIRE

D E C . 2

GLITTER EXPRESS
PURSE CANDY
THE FASCINATION MOVEMENT
LILLY WOLF AND DR. NU

SOMEDAY LOUNGE
8PM DOORS / 9PM SHOW / 6$ / 21+ / 125 NW 5TH AVE
OUT NOW ON VINYL + DIGITAL
W I T H US

RECORDS

112 113
 LIVE ELECTRONIC/DANCE

THE
Viper Creek Club GEMS FASCINATION VOX MOD
The Fascination Movement MOVEMENT
Mitten

SEPT

THE
WHITE
RABBIT

FRI 9P
AUG 5$
12 21+

Columbia City Theater 9PM 8$ 21+

114 115
 HERCULES

& CYBER
TRAMP

DJ
COLBY B

LOVE NEUMOS
aube009 AFFAIR
Gropiusstadt EP AUGUST 11

Roland Sebastian
8 PM
$ 17.5O

Faber
21 +

2/2010
116 117
 See More See More See More See More
Sept.30 Sept.30
30th Annual Snohomish 30th Annual Snohomish
Sept.30 Sept.30
30th Annual Snohomish 30th Annual Snohomish
Hot Rod & Classic Car Show Hot Rod & Classic Car Show Hot Rod & Classic Car Show Hot Rod & Classic Car Show
Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm

118 119
 See More See More See More See More
Sept.30 Sept.30
30th Annual Snohomish 30th Annual Snohomish
Sept.30 Sept.30
30th Annual Snohomish 30th Annual Snohomish
Hot Rod & Classic Car Show Hot Rod & Classic Car Show Hot Rod & Classic Car Show Hot Rod & Classic Car Show
Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm Sun. Sept.30, 10am-4pm

120 121
124
Publication

127
129
130 131
133
135
137
User Interface

139
Dec
2013
M T W T F

1
S S
Dec 2013
S
17 2013
Jan Jul
2 3 4 5 6 7 8
9:00a Take Out Garbage

8:15p Watch Wake In Fright

Feb Aug
Dougs House
Mar Sep
9 10 11 12 13 14 15 M
18 Apr
May
Oct
Nov
16 17 18 19 20 21 22 All Day o e ces
Jun Dec

2014
11 :00a Review Website Updates
B/4432

23 24 25 26 27 28 29 6:00p

8:15p
Discuss Project Plans
Bahaus
Dinner with M&R
Jan Jul
3031 T
19 Feb Aug

Jan
11:30a Discuss Project Plans
Mar Sep
Bahaus

2014
M T W T F S S

141
We Are The Robots Minimoog Patches SynthPatch

Controllers New Patch + Minimoog Patches

Tune
-0.5
Glide
9.5
Mod. Mix
3 4
We Are The Robots MS10 Patches
Osc 1 13
Mod. Range Blade Runner Sequence MS20 Patches
Off 9
Osc 2 Square Kick Hits
MonoPoly Patches
Range Filter
6
3 Spacer Woman Bass
Pro-One Patches
Osc 3 102
Range
3
Filter
Filter Information
Lo 6
Mixer
Vol. 1 Vol. 2 Vol.3
4 6.5 10
Modifiers
Vol. 1 Vol. 2 Vol.3
4 9 10
Packaging

145
THE FASCINATION MOVEMENT THE ONES YOU LOVE

MON005 4:01

MONASTERY / 2014 / THE FASCINATION MOVEMENT

147
149
 THE FASCINATION MOVEMENT
NEW LIGHT

150 151
152 153
THE FASCINATION MOVEMENT
I NTERACTI O N

MONASTERY | MN004-PR | 2012

INFO@THEFASCINATIONMOVEMENT.COM

155
 BRINGING DOWN THE WALLS

THE FASCINATION MOVEMENT BRINGING DOWN THE WALLS

Vocal (5:16)
Instrumental (5:36)

MONASTERY – MON008 / 2009 / THEFASCINATIONMOVEMENT.COM

156 157
159
1 Just Pretend | 2 Radio | 3 Down Again | 4 Runaway
aube-records.com

161
Appendix

163
 Project Index Additional project details can be found at rationale-design.com

Identity 10–19 Latitudex (2014) User Interface 140–141 Minimal Calendar (2013–14)
20–25 Lighting Fires (2012) 142–143 SynthPatch (2013–14)
26–33 Massive Bit (2013)
34–41 Foothills CA (2013–14) Package 146–147 The Fascination Movement:
42–53 April Brimer Photography (2014) The Ones You Love (2014)
54–61 Smith Interiors (2014) 148–149 The Fascination Movement: Intent (2011)
62–69 Casey Broadwater Photography (2013) 150 The Fascination Movement: New Light 2011
70–81 Xerox JazzFest (2013) 151 The Fascination Movement: Stalemate (2010)
82–91 Rochester Philharmonic Orchestra (2012) 152 Square Frames: Snowball (2013)
92–99 Eastman House Museum (2011) 153 Young Monday: Zaire (2013)
154–155 The Fascination Movement: Interaction (2012)
Promotion 102 The Fascination Movement: All In Love (2011) 156–157 The Fascination Movement:
103 The Fascination Movement: Bringing Down The Walls (2009)
Bringing Down The Walls (2009) 158–159 The Fascination Movement: Remix Vol. 1 (2008)
104 Port of Toledo Wooden Boat Show (2013) 160–161 The Fascination Movement: 0.5 (2008)
105 AIGA 100: Colorado Chaircuterie (2014)
106–107 Seattle Polish Film Festival (2014)
108 The Fascination Movement: Re-Bar (2010)
109 The Fascination Movement: Sunset Tavern (2011)
110 The Fascination Movement: The Crocodile (2010)
111 The Fascination Movement: 0.5 (2008)
112 Young Monday: Zaire (2013)
113 The Fascination Movement: Someday Lounge (2011)
114 The Fascination Movement:
Columbia City Theater (2011)
115 The Fascination Movement: White Rabbit (2011)
116 Roland Sebastian Faber: Gropiusstadt (2009)
117 ercules Love Affair: Neumos 2010
118–121 Snohomish Hot Rod & Classic Car Show (2012)
122–123 Rationale: Sans & Serif Calendar (2013–14)
124 Who Is My Neighbor 2012
125 Freya’s Bazaar (2011–12)

Publication 128–129 Dane St. John: Carry On (2013)

130–131 Steven Brooks Photographs (2012–14)
132–133 Dane St. John: The Arrowsmith Saga I & II (2012)
134–135 Dane St. John: So Far Out To Sea (2014)
136–137 Dane St. John: If Not For The Dawn 2012

164 165
Timeline Awards Exhibitions
Microsoft Selected by Massimo Vignelli as one of the top five AIGA 100 Chaircuterie
Creative Director American graphic designers today under the age of 50 Denver, Colorado, USA
2011–Present laFondazioneN 2014
2014
Amazon.com
Senior Designer
2010–2011
International business design award
Microsoft
Speaking
2013
Ordev
Rationale
Malmö, Sweden
Owner & Creative Director Massimo Vignelli masterclass winner
2014
2008–Present 2012–2013
Microsoft Ventures Design Week
Venture Arts
Creative Director
2007–2010
Publications Redmond, Washington, USA
2014
Unit Editions: Manuals 2 Beyond Tiles
Fitch Interview essay Stockholm, Sweden
Production & Design Lead 2014 2013
2004–2007
Arcade Magazine RIT Vignelli Center for Design Studies
Eddie Bauer “Modernist graphic design in the acific Northwest – Rochester, New ork, SA
Art Director Tracing designers and influence” 2013
2000–2004 Article
2014
The Leonhardt Group
Production & Design Sean Wolcott: Graphic Design 2008–2014 Teaching
1998–2000 Promotional book
2014 School of Visual Concepts
PhotoDisc Seattle, Washington, USA
Designer Lella and Massimo Vignelli: Two Lives, One Vision 2013–2014
1998–1999 Interview
2014
Born
1976

166 167
rationale-design.com