Rebranding an institution: Upon graduating from USF St. Pete’s graphic design program in 2012, her first job out of the gate was creating a new logo for a shop she’d been patronizing since she was a Gibbs/PCCA high school student: Central Art Supply, mecca for art students everywhere. Owner Pat Jennings changed the name to The Art Supply Store to reflect what he’d heard customers telling friends over the phone: “I’m at the art supply store.” Richardson’s task for the redesign: “Just keep it tight and give it a new feeling.”
Pour la maîtresse: Richardson also got the daunting job of rebranding Bleu Acier, the printmaking studio and gallery of her former instructor at USF, Erika Greenberg-Schneider, and helping to create a catalogue for the latest exhibition of work by her husband, sculptor Dominique Labauvie. Richardson describes Greenberg-Schneider’s approach as “traditional training with a contemporary twist,” so she tried to capture that dichotomy in her design.
Words without pictures: “I love type,” says Richardson. “I rarely work with images.” She’s had a lifelong fascination with words and language, despite or maybe because of the fact that she has a reading disability. She can draw, but she prefers to create “word maps,” diagrams that show the social construction of a word. “From there i just pixel-push things around.”
Roundabout route: She’d intended to study technical theater at USF, but her interest in history and text led her to take a course in the history of graphic design at USFSP. “I adore this,” she recalls thinking. “This is everything.”