allthewayHYPED! is the informal name that Fabian McDonald has been practicing graphic design under since graduating from the Enmore Design Centre in 2003, part of the NSW TAFE Sydney Institute of Technology. Over the past 5 years Fabian have worked in both print and web, with projects ranging from books, posters, visual identities, advertising campaigns, and websites. This experience has been gained both as an independent freelancer as well as within several advertising and design agencies.
With a particular passion for typography, allthewayHYPED! is always looking to give a unique and captivating touch to its work by experimenting with and utilizing a variety of techniques that go beyond the realm of the computer.
Born and raised in Sydney (Australia), Fabian currently lives and works in Rome with his girlfriend Susanna.
hype /hīp/ informal
noun
extravagant or intensive publicity or promotion:
she relied on hype and graphic design to stoke up interest in her music.
verb [trans]
promote or publicize (a product or idea) intensively, often exaggerating its importance or benefits:
an industry quick to hype its products with fancy graphic design.
derived from:
hy·per·bo·le /hī’pərbəlē/
noun
figure of speech in which statements are exaggerated.
may be used to evoke strong feelings or to create a strong impression, and is not meant to be taken literally.
cognate of:
hy·per·bo·la /hī’pərbələ/
noun ( pl. -bolas or -bolae /-bəlē/)
a symmetrical open curve formed by the intersection of a cone with a plane at a smaller angle with its axis than the side of the cone.
