Designing optimism
Alumnus still spreading simplistic, yet powerful message
By Colleen Mullaney
Photos by Tanya Braganti and Rob Carlin
When graphic designer Reed Seifer '95 started his senior thesis project in studio art he had no idea it would have such sticking power.
Seifer's thesis was inspired by a tiny message printed on the back of a sugar packet in the dining hall, "Optimism." From that, Seifer crafted a poem based on a fond memory of his dad who died when Seifer was only 15. The poem became the catalyst for the rest of Seifer's project. He then designed an imaginary line of soda called "Optimism." Instead of ingredients, Seifer displayed his poem on the can.
As part of a larger project, Seifer printed 500 black and silver buttons preaching the simple optimism message. He distributed these unsuspecting plastic epistles through the University Gallery and scattered them throughout campus. The buttons became a hot commodity. The success of the buttons was in part due to their simplicity, something Seifer still maintains in his design work. The thesis shared the award for best in the Visual and Performing Arts Department. One professor wrote, "this work, specifically the buttons, takes on a life of its own and its reach is much greater than you now realize."
Through a "serendipitous meeting" in 1998, the remainder of the buttons was sold by the shop at the Whitney Museum of American Art in New York. They sold out quickly and ultimately led to Seifer being hired as a product designer for the museum's largest exhibition, "The American Century," so launching his design career.
When talking about the minimalist sophistication and versatility of his work, Seifer says "being a graphic designer and a minimalist means making the most with the least. In terms of arts-related pieces, it means that design work should complement the art work that is being presented. It's the details, such as paper, ink, color and layout."
Art that can change the world For Seifer, the optimism buttons are part of a conscious effort to make art for meaning and not just for profit. He worked in corporate graphic design agencies for many years and remembers asking himself whether his work served the world or was a detriment to it.
"I felt like I was not, in fact, being part of a solution, although I remember at the time a friend, Minda (Pick) Glynn '96, saying, I think Sarah Buie would think you were part of a solution because you are making everyday things more beautiful.'"
But the probable approval of his former Clark art professor wasn't good enough for Seifer. He quit his job and took the risk of starting his own design business where he could be in charge of whom he worked for and how. In the end, Seifer says, "it worked!" And he's still surprised by it.
Art for everyone In 2002, Seifer began reproducing the optimism buttons, each edition showcasing a new design. He continues to sell them and reinvests the income into producing larger quantities of each new edition. They are also donated here and there, occasionally left on the street and often distributed to friends and family. Recently a stash of buttons was donated to Clark's Visual and Performing Arts Department and distributed by studio art faculty member Elli Crocker. What started as a senior thesis has turned into a profitable and pleasurable art, going from 500 optimism buttons to 5,000 now in circulation.
Seifer is currently in the process of making a public art proposal for a large outdoor illuminated Optimism sign to be constructed in Manhattan. "I would love to do public art installations "art for free and for everyone."
From a fond memory of a caring father to a simple universal message, Seifer continues to spread optimism throughout the world.
To see more of Reed Seifer's work, visit: www.reedseifer.com.
|
