Derrick Adams Studio x Express Newark
The Holdout II (2024)
The Holdout II (Feb 2024)
Project Brief
Client: Derrick Adams, Express Newark
Event: Five newly commissioned art installations at Express Newark that respond to Leroi Jones’ book “Blues People.” Derrick Adams’ installation was The Holdout II, using a house like structure and pirate radio format to create a social sculpture. Hosted by Sister From Another Planet (Andrea Rose Clarke, SFAP), creatives were invited to discuss topics broadcast on site. Custom furniture and wall frames were designed and created by L. Dawn Designs, Rich Dubois and Ziello Frames. Wall print design by Jahmir Duran-Abreu.
Objective: I was responsible for designing images for fabric sublimation. The fabric was then mounted into the wall frames, creating a sense of being inside a home while sitting and watching the radio show.
Key Deliverables
Fabric Sublimation Design: Designed a brick pattern with “windows” to replicate a home. Each wall used a different color palette reflecting Derrick’s visual style from his paintings.
The Holdout II Invitation & Logo Design: Design invitation and logos for promotional assets for social media.
Sister From Another Planet Logo Design: Design logo for the host of the Holdout based off sketch by Derrick Adams.
Research & References: For the moodboard, I gathered images of brick motifs present in Derrick’s previous work. I also used the original Holdout Logo from 2015 as reference for the new, updated logo. Color Palettes present in Derrick’s work were also gathered that could be used in this brick print.
Concepts: The wall prints will be a graphic interpretation of a home, symbolizing community and social gathering in a familial setting. Each wall will have different brick color palettes drawn from Derrick’s previous work.
The Holdout II logo will be a cube instead of a pyramid and will maintain the brick graphic and broadcast beacon.
Design Work: Using the architectural drawings from L Dawn Designs, I designed a brick pattern with window details that drew from Derrick’s graphic and pop art style. The images were designed in a life-like scale to complete the feeling of being inside of a home.
The new logo for the Holdout was designed in illustrator using the pen tool. I made sure to replicate the hand drawn aesthetic of the original logo.
The new logo for host Andrea Rose Clarke was based off an original sketch by Derrick. I worked through revisions and additions with Andrea on the finer details, colors and typography.
Using the 2 logos I had designed, I then created invitations and a visual identity for the Holdout II’s podcast covers. *3D render on invite created by L Dawn Designs
Finalization & Delivery: Worked closely with fabricators to ensure a smooth installation. Communicated cross functionally with both on site builders and off site printers up until gallery opening.
Outcome & Impact
The show’s opening was a great success with many attendees. Derrick’s artistic vision was achieved and Express Newark was activated as a site for riveting conversation. With an engaging and colorful backdrop, Derrick was able to empower attendees with educational resources, good music and a sense of community.
The exhibit was open from Feburary through June 2023.
