Conceptually, the main objective of the Not So Cute & Cuddly exhibition catalog is to expand on and communicate to the art patron the main idea of the exhibited artwork: the deceit of our sugar-coated childhood memories and the uneasiness that follows after the myth of youthful innocence and bliss has been dispelled.

In practical terms, as an exhibition guide, it serves as a point of reference for the art patron, compiling the exhibited work and providing the context and the conceptual reasoning for the work and the exhibition as a whole via the curator’s essay.

The design challenge lay in finding a way to visually and conceptually unify the very strong but very diverse artwork exhibited while giving each piece of art its rightful spotlight.

The total budget spent for the catalog was $24,000.

This is very daring for what it is.