Steve Tolleson's approach to design might best be described as scientific: it involves relentless research in which every element of a project--down to its letterforms--is subject to rigorous study through almost imperceptible permutations. The end results of this process are designs that are meticulously executed, sometimes cerebral, but never without emotion and wit. Soak Wash Rinse Spin investigates the cycles of the Tolleson Design creative process through a textual and graphic layering of information involving four phases: research (the intake of as much information as they can gather), collaboration (with the client and with the other members of the creative team), visual exploration (the workbook process, which includes refinements and the examination of multiple options), and environmental influences (consideration of the ultimate purpose of the solution). Tolleson Design, located in San Francisco since its inception in 1984, produces corporate and product identity, annual reports, web and interactive design, packaging, and environmental graphics for a broad client base that includes Kodak, Nike, Microsoft, Virgin Interactive, Urban Outfitters, and the San Francisco Ballet. Their work has appeared in design publications such as Communication Arts, Graphis, and I.D. Magazine, and has received hundreds of awards.

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