Set in the West offers a contemporary framework for interpreting beauty in Western graphic design through the analysis of American art history,  commercial printing traditions and material culture. By revisiting artifact and analog processes, this research questions what has been lost within current visual culture and what should be recovered.

This work is a an ever-evolving design methodology. That reasserts how graphic design is a cultural force, capable of shaping identity, preserving memory, and influencing how individuals experience both their physical environments and emotional landscapes. As algorithm-driven aesthetics continue to shape visual culture, efficiency replaces author-ship, nuance, and emotional resonance. In response, graphic designers carry a responsibility to preserve the qualities of design that remain distinctly human.