91��ɫ

Two students from the Milwaukee Institute of Art & Design (91��ɫ) worked together to concept and develop fresh ideas for the on a recent project through the Lubar Innovation Center.

Communication Design student Delaney Regan �25 and alum Abigail Tessmer �24 worked with Associate Professor of Communication Design Adam Setala �06 (Illustration) and the Lubar Innovation Center on a prompt from the Harley-Davidson Museum asking for new, interactive concepts for the Milwaukee museum.

The Harley-Davidson Museum approached Setala and the Innovation Center to source inventive ideas. �They wanted us to come up with really outside-the-box thinking,� explains Drew Maxwell, Executive Director of the Lubar Innovation Center. �An array of concepts for their museum, specifically for one area. But we over-delivered and we took it into QR codes all over and a scavenger hunt for kids! The deliverables were these out-of-the-box ideas. It wasn�t a physical thing.�

Specifying themes of process and collaboration and an aim to engage visitors by �showcasing the intricate processes involved in the creation of Harley-Davidson motorcycles,� the project brief drove the designers� concepts. Tessmer, Regan and Setala presented ideas ranging from a mini poster stamping station and texture rubbings to a 3D-printed custom bike building experience and leather-stamping.

A self-described �car lover and avid Harley rider,� Tessmer was delighted to work on the project. �One of the highlights of my experience was being able to shoot for the moon on some of our concepts and then work with our 91��ɫ team to figure out how we could make it happen to pitch it to the Harley-Davidson team,� she says.

�We�ve done some just concepting [projects] before,� explains Maxwell. �This is kind of how we teach here. Do a million rough sketches, your first five you�re going to throw away but it�ll get you somewhere � Here’s a buffet of concepts. What�s resonating with you? What do you like or not like? What are your favorite colors? Through that process they find it.�

�Honestly I wish I would have worked with the IC sooner,� says Tessmer. �I had mentioned to Adam [Setala] before this project that a dream of mine was to work with Harley-Davidson some day since I grew up riding Harleys. I believe it was that same week that he pitched me the project. Certainly a great way to say my farewells to 91��ɫ!�

Keep up with and , explore the Lubar Innovation Center and and learn more about 91��ɫ�s Communication Design major!