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To Keep the Name Daughter

Book Design

Visual Identity
Cultural Research


 

To Keep the Name Daughter is a chapbook collection of poetry by Kelsey Hennegen. The poet reached out to me to create a cohesive look for her poems which was sold as part of an art show put on by Kelsey at the Historic Santa Fe Foundation. 

Kelsey's poems are deeply personal, referencing her own life experiences. The final chapbook was 34 pages cover to cover and featured fifteen poems. 

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Chapbook interior

Concept and Solution

Kelsey is a poet who has been working in two Graduate programs, Liberal Arts and Eastern Classics, at St. John's College in Santa Fe. She was approached to do an art exhibit featuring her poetry at the Historic Santa Fe Foundation. Kelsey wanted the gallery's guests to be able to take home her poetry and decided to create a chapbook. After sharing her poetry collection with me, Kelsey and I discussed how to bring the poems together in a cohesive way that provided a flowing narrative throughout the chapbook with photos from her family archive, color palette, and typography.

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Chapbook graphic elements and inspiration

Concept and Solution

Kelsey wanted the chapbook look to encapsulate her poems which spanned a wide variety of themes including loss, and ultimately healing. She also spoke a lot of working in Santa Fe, finding her voice in the landscape and having the help of her mentors in St. John's. We came up with the cactus imagery to be featured throughout the chapbook along with her photography as a way to create a visual narrative to bring the works together.

The overall goal was to create visual elements that would support Kelsey's poems without distracting from them. I kept the cactus elements simple for this effect, so that the reader would notice them on every page but the focus would remain on the poems.

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Pages of "To Keep the Name Daughter"

Implementation

The chapbook was divided into three parts based on the content of the poems. Kelsey had a lot of family photos she wanted to include in part one. As they were mostly taken from her childhood, they were of varying color schemes and quality. To bring them together, I overlayed our chosen color palette on the photos. This way, there was a visual theme going on through the photos.

This proved to be an effective strategy as part three of the chapbook included photos of Kelsey from the present day. I overlayed the same color palette on these photos which helped tie this section back to the beginning.

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Kelsey posed for a friend who works as a painter. She showed me the final result and I suggested we put it in the chapbook. The painting starts off section two, the middle of the book which severed as a nice break. The color palette stood out from the one we had decided on which provided a nice point of focus.

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Color Palette

Kelsey and I discussed the color palette at length trying to strike a balance of being somber and yet warm. In our initial talks, Kelsey was drawn to the brownish crimson color. This sparked an idea to make the color lean towards a terra cotta color palette to emulate the New Mexico desert. We added a grey and dark blue, almost black, color to offset the warm tones and bring some contrast to the palette. 

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Typography

Kelsey sent me her poetry typed in Garamond. While it's a typeface I am fond of, I felt that her poetry needed something more unique. We decided on Livory which was still a legible serif font but had a profile that made it look distinguished such as the curve of the lowercase b, k, p, and q that didn't connect with the stem.

Josefin Sans was chosen in contrast to Livory as the typeface for the cover and poem titles. Its profile provided a hardness in contrast to Livory's softness.

I have long admired Monika's work and I respect her aesthetic sensibilities, so when faced with the opportunity to design my first poetry collection, she was the first person I turned to. I had complete faith in Monika's discretion to help me design my book--discretion I very much needed, as I had never before undertaken a project like this. In our first meeting, I provided broad guidelines and expressed general preferences, but I let her know that I was looking to her for expertise and guidance. I would joke that, as a poet, I have a strong sense of how to present myself through language, but I was at a loss when it came to the visual presentation of my work.

 

Monika spent considerable time with my writing, closely reading 30 pages of poems to fully appreciate my voice. This devotion shone through as she talked me through various design element options. For example, as she presented a series of font choices, she first described what my poetry had evoked for her, and then how that experience informed her selection of font options. 

 

Because my work is deeply personal, I wanted to include various family photos in the book. This worked well for the first section, which concerns family and my childhood, but I didn't know what to do with the remaining two sections--one of which dealt with rather dark material (for which photos didn't feel appropriate) and the other, which focused on my adult life. Monika provided a tasteful--subtle but visually striking--solution for the difficult middle section. The photos I considered for the last section seemed disjointed when juxtaposed with the family photos; they had been shot decades apart and had a totally different quality to them. Monika suggested a different path for the photographs of the final section, then she did some brilliant photo editing that brought cohesion to all of the visual elements throughout the book.

 

Had she not told me that this was her first project to design a book, I'd never have suspected it. At every turn, she led our process, thinking of the big picture (what is my "brand" as an artist? what do I want to evoke visually to complement my writing?) and attentive to the smallest detail. We walked through the minutest of tweaks--tiny spacing manipulations to adjust line length, adjustments to stanza breaks and indentations. When weighing how to break a poem across multiple pages, she would patiently make the changes while sharing her screen, so I could see the different options. Once we were completely ready, there were, of course, many particular stipulations from the publisher, some of which required that she go back and reformat the images, adjust the margins, etc. Unaware of these guidelines (or that they might vary from publisher to publisher), I'd failed to inform her of them. Undaunted, she knew exactly how to prep the file, She even logged into my account for me so she could be certain that it uploaded properly and passed the publisher's checklist of requirements.

 

I am so incredibly grateful for the opportunity to work with Monika and I cannot convey how absolutely perfect the chapbook is. It isn't just the beautiful finished product, it is the care and creativity, the graciousness, and the openness Monika brought to our collaboration. I cherish the time we spent working together to bring to life a project that is so personal and so dear to me. Work with this woman! She is simply superb.”

— Kelsey Hennegen, Poet

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