FILTER

F I LT E R

/ selected work of L O U I S E C H E N

>> 2010

>

BY LOUISE CHEN >

F I LT E R

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INTRODUCTION “Filter� is my portfolio containing nine projects, including my thesis, that I created at the Academy of Art University in San Francisco. The design process is all about filtering. Designers are continually deciding which ideas to develop and which ideas to leave behind.

Filtering purifies design.

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F I LT E R /

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D E S I G N F I LT E R I N G 1 >

Design Brain

“ The brain works to choose solid ideas.�

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F I LT E R /

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CONTENTS

GRE AT T YPOGR APHER S

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MESS MEDIA

18

SL ANGUAGE

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QUICKSAND DOMINATOR

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SHADES OF INNOCENCE

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REBRANDING LEE JEANS

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M R C U R LY

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JEEP CAMPING GEAR

100

AMA JADE HERB SHOP*

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* MFA thesis project

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F I LT E R / project 01 / G R E A T T Y P O G R A P H E R S

COURSE >

Type Sur vey II INSTRUCTOR >

Jennifer Sterling DAT E >

Spring 2007

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GR E AT T YPOGR A PHER S : how the experts see type

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F I LT E R / project 01 / G R E A T T Y P O G R A P H E R S

OBJECTIVE >

Explore Akzidenz Grotesk type by studying great typographers’ treatments.

PROJECT OVERVIEW >

This is a complete exercise of type, from learning basic type settings to exploring great typographers’ artworks. Akzidenz Grotesk, a san serif typeface designed by Günter Gerhard Lange in 1896, was the typeface I chose for the exercise. I learned the skills of justifying ragged, justified, and centered paragraphs, combining text weights for a more dynamic layout and developing a sensitive eye for type. Eventually, we studied signature artworks from chosen type experts and used them as the inspiration to create ours. This slipcase showcases a deep study of type, including traditional uses and experimental approaches.

DELIVERABLES >

1. slipcase 8.9”x 11.5” 2. type study sheets 8.5”x 11” C AT EGORY >

print MAT ERIAL >

n/a PRINTER >

canon i9900

KEY WORDS >

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Akzidenz Grotesk, san serif, type experts

/ s e l e c t e d> wsoe rl ke cs toefd LwOoUrIkS Eo fC LHoEuNi s e C h e n

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F I LT E R / project 01 / G R E A T T Y P O G R A P H E R S

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F I LT E R \ project 03 > The Great Typographers

/ s e l e c t e d> wsoe rl ke cs toefd LwOoUrIkS Eo fC LHoEuNi s e C h e n

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F I LT E R \ project 03 > The Great Typographers

F I LT E R / project 01 / G R E A T T Y P O G R A P H E R S

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/ s e l e c t es de l w e cotrekds owfoLr Ok UoIfS EL oCuHi Es eN C h e n >

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F I LT E R / project 01 / G R E A T T Y P O G R A P H E R S

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/ selected work of L O U I S E C H E N

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F I LT E R / project 02 / M E S S M E D I A

COURSE >

Visual Communications L ab INSTRUCTOR >

Phil Hamlett & Hunter Wimmer DAT E >

Fall 2007

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MESS MEDIA : an obser vation of the news media

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F I LT E R / project 02 / M E S S M E D I A

OBJECTIVE >

To study mass media using not only graphic design techniques, but also critical thinking and communication skills.

PROJECT OVERVIEW >

In this class, we were not only designers, but also independent thinkers and communicators. We were asked to pick a topic that we cared about, which could be a social issue, a current circumstance, or a curious question, to study. In the process of creating the final piece, we started to ask questions, consider our roles in society, examine our values and develop our own points of view. My final book is about the state of the news media today. The study revolves around one central question: “Who is responsible for bringing down the quality of news media? The media or the audience?” The storytelling starts with asking questions and showing current situations, to interviewing people, then summarizing possible solutions. The collage art style as well as the content are both reflected in the book’s title: Mess Media.

DELIVERABLES >

1. book 6”x 9” C AT EGORY >

print MAT ERIAL >

Mohawk superfine smooth ultra white 65 lb cover PRINTER >

canon i9900

KEY WORDS >

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news media, audience, who’s responsibility?

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F I LT E R / project 02 / M E S S M E D I A

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F I LT E R / project 02 / M E S S M E D I A

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/ selected works of L O U I S E C H E N

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F I LT E R / project 02 / M E S S M E D I A

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F I LT E R / project 03 / S L A N G U A G E

COURSE >

Type III INSTRUCTOR >

Ariel Grey DAT E >

Spring 2009

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SL ANGUAGE : a study of current slang

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F I LT E R / project 03 / S L A N G U A G E

OBJECTIVE >

Design a promotional gift package for the typeface Syntax using slang as the subject of study.

PROJECT OVERVIEW >

In this project, we were asked to choose a typeface and then brainstormed any and all associations with the meaning of the word. Syntax, in linguistics, is the study of the principles and rules for constructing sentences. While exploring the different ways people use languages to communicate, one thing led to another, and eventually I decided to pick slang as the subject.

The package includes a promo book, poster and CD. The design involved is colorful, fun and humorous because of the casual characteristics of slang. The book contains the study of slang and the specimens of Syntax.

DELIVERABLES >

1. book 5”x 8” 2. poster 24”x 36” C AT EGORY >

print MAT ERIAL >

Epson heavyweight matte 44 lb PRINTER >

canon i9900

KEY WORDS >

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Syntax, language, slang

................... .... ......

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GRAMMAR g rid

RULE

Syntax

principle

frame

LOGIC

square

geometry accuracy

LANGUAGE

reasonable

architecture

////

/ . . . .

. .

\ spoken > >.. > > ... talk/speak math

< written . . . . < < < \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ .. . \ \ \ \ \ \ \ \ \ \ \ \ novel > > > > > . . .. > >> . . . . .

.

story

.. > >>> ... ....> > imagination

oral language

magic

:-b

.. .... .... ................ . > .. . .. ....

> >

>

evidence

buildings conversation

urban

informal language regional

urban life

illusion

stress

street talk stripe

................................................... . . . . . . . . . . . . . . . . . . . . . . . . . .vernacular ........

depression

science

......................................................................... ...... ..................... . . . .......... ... ........................ ................... .......... @ (......) ^&% : â&#x20AC;? ? ......................... ...................... . . ..... / // / ......... .. .. .. ....................... ......................................................................... ...... ..................... . . . .......... ... ........................ ................... ........ ......................... ...................... . . ..... ......... .. .. .. .......................

> < | | |

slang

/

/

/ / / / //

/*â&#x20AC;&#x2122;@#_<

......................................................................... ...... ..................... . . . .......... ... ........................ ................... .......... ...................... ......................... ...................... . . ..... ......... .. .. .. ....................... ......................................................................... ...... ..................... . . . .......... ... ........................ ................... ........ ......................... ...................... . . ..... ......... .. .. .. .......................

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F I LT E R / project 03 / S L A N G U A G E

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F I LT E R / project 03 / S L A N G U A G E

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/ selected works of L O U I S E C H E N

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F I LT E R / project 03 / S L A N G U A G E

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/ selected works of L O U I S E C H E N

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F I LT E R / project 03 / S L A N G U A G E

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F I LT E R / project 04 / Q U I C K S A N D D O M I N A T O R

COURSE >

Elements of type INSTRUCTOR >

Jennifer Sterling DAT E >

Summer 2007

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Q UICK S A ND D OMINATOR : sur vival tools for camels

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F I LT E R / project 04 / Q U I C K S A N D D O M I N A T O R

God knows .

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Can we swim?

Read the guide book!

Depth ( feet )

How do I use it?

I feel like a fish!

There you go.

After Inflating

Full

Leaky

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OBJECTIVE >

Invent a new camel survival product, the Quicksand Dominator, for the cigarette brand Camel.

PROJECT OVERVIEW >

This project includes a poster and a 12-page brochure that helps to promote the Camel’s new product—Quicksand Dominator.

Quicksand Dominators, floaties for camels, are designed for camels to survive the unexpected situation of sinking in quicksand. The project shows a sense of humor, both in writing and illustration, telling users how to save themselves and their camels.

DELIVERABLES >

1. brochure 5.8” x 7” 2. poster 30” x 40” C AT EGORY >

print MAT ERIAL >

Entrada Fine Ar t Natural 190 gsm PRINTER >

canon i9900

KEY WORDS >

camel, quicksand, survival tool

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F I LT E R / project 04 / Q U I C K S A N D D O M I N A T O R

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F I LT E R / project 04 / Q U I C K S A N D D O M I N A T O R

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D E S I G N F I LT E R I N G 2 >

Creative Thinking

â&#x20AC;&#x153; Creative thinking leads to innovation.â&#x20AC;?

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

COURSE >

Integrated Communications INSTRUCTOR >

Troy Alders DAT E >

Fall 2008

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SHADES OF INNOCENCE : Giuseppe Tornatore film festival

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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OBJECTIVE >

Create a hypothetical film festival for Sicilian director Giuseppe Tornatore.

PROJECT OVERVIEW >

This is a holistic design project for the Giuseppe Tornatore Film Festival. Tornatore’s films are described as touching the soul of Sicily, transcending the ordinary, the conventional, and the stereotypical. The stylistic approach to people’s ordinary lives not only shows the beauty and innocent humanity, but also reflects social and cultural issues at the time. To celebrate the ordinary beauty of his characters, I chose “Shades of Innocence” as the main title for the festival. The overall design uses warm colors, lots of texture, retro elements in order to mimic the rural life in Tornatore’s films. The deliverables for the festival include a festival logo, poster, catalog, advertisements, DVD packaging, tickets, soundtrack, schedule, stationary, website and souvenirs.

DELIVERABLES >

1. poster 30”x 40” 2. catalog 5.8”x 7.1” 3. event tickets 6”x 2” 4. schedule 4.5”x 15” 5. DVD packaging 5.5”x 7.4” 6. soundtrack 12.5”x 12.5” 7. souvenir 8. identity system 9. adver tisements 10. event website C AT EGORY >

print, packaging , identity MAT ERIAL >

Red River Aurora Fine Ar t Natural Entrada Fine Ar t Natural 300 gsm PRINTER >

canon i9900

KEY WORDS >

innocence, Sicily, retro

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

Cinema Paradiso

Malena

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The Star Maker

Everybodyâ&#x20AC;&#x2122;s Fine p

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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/ selected works of L O U I S E C H E N

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 05 / S H A D E S O F I N N O C E N C E

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

COURSE >

Nature of Identity INSTRUCTOR >

Hunter Wimmer DAT E >

Fall 2008

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REBRANDING LEE JEANS : a more masculine approach for Lee

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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OBJECTIVE >

Create a modern and more masculine brand image for Lee Jeans.

PROJECT OVERVIEW >

H.D.Lee is a re-branding project for the Lee Jeans brand. The goal is to give the brand a new look and new mission. Inspired by H.D.Lee’s heritage of strength and service, I re-targeted H.D.Lee for working class heros with its new line of updated workwear and accessory products designed to meet the exacting standards and challenges of the modern workplace. The make over was to give the historical fashion brand a new masculine look of strength and reliability. This project goes beyond the creation of a simple identity system to discover the nuances in the creation of a holistic brand. Throughout the book, H.D.Lee is brought to life with an integration of photo-showing and story-telling.

DELIVERABLES >

1. book 10”x 10” C AT EGORY >

print MAT ERIAL >

Mohawk Via Pure White 80 cover PRINTER >

canon i9900

KEY WORDS >

workwear, masculine, working class herbs

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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H.D.LEE HARDWEAR

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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F I LT E R / project 06 / R E B R A N D I N G L E E J E A N S

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F I LT E R /

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D E S I G N F I LT E R I N G 3 >

Vision

“ Among the many aspects of one thing, a designer’s vision controls what to show. ”

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F I LT E R / project 07 / M R C U R L Y

COURSE >

Package III INSTRUCTOR >

Thomas McNulty DAT E >

Spring 2009

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M R C U R LY : educational clock designed for kids

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F I LT E R / project 07 / M R C U R L Y

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OBJECTIVE >

Design a children’s educational clock for the California Academy of Sciences and develop packaging it.

PROJECT OVERVIEW >

Intrigued by California Academy of Sciences’s rich collection of creatures and natural elements, I chose the beautiful chameleons as the inspiration for this clock design. The whole package uses environmentally-friendly materials, wood and paper, to match the sustainable image of the brand. The clock is a good educational tool for teaching kids how to tell time and showing them the behavior of the creatures, since this clock walks.

DELIVERABLES >

1. chameleon clock 5.8 x 7.1” 2. packaging tube C AT EGORY >

product design, packaging MAT ERIAL >

wood & paper PRINTER >

California Model & Design

KEY WORDS >

sustainability, clock, chameleon

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F I LT E R / project 07 / M R C U R L Y

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F I LT E R / project 07 / M R C U R L Y

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F I LT E R / project 07 / M R C U R L Y

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F I LT E R / project 07 / M R C U R L Y

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

COURSE >

Package III INSTRUCTOR >

Thomas McNulty DAT E >

Spring 2009

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JEEP CAMPING GEAR : package design for Jeep

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

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OBJECTIVE >

Design a series of five outdoor product packages for Jeep.

PROJECT OVERVIEW >

The challenge of this project is to design a series of five outdoor supply packages that match the image of Jeep. Jeeps have always been known for their off-road capabilities. They are loved by people who like, sports, outdoor activities and adventure. To capture the essence of the brand, the design has black and white wild scenes as the background to showcase the heavy duty capabilities of the products. The curved lines that circle around the bottom of each box are inspired by contour maps. Also, the color used for each box is taken from the actual color system of Jeep vehicles.

DELIVERABLES >

1. boxes C AT EGORY >

packaging MAT ERIAL >

paper PRINTER >

Plotnet Printing

KEY WORDS >

heavy duty, outdoor, masculine

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

COLOR PA L E T T E > R 255 / G 222 / B 0 R 238 / G 52 / B 36 R 209 / G 119 / B 25 R 0 / G 147 / B 208 R 73 / G 169 / B 66

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

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/ /s es leel cetcet de dwwo rokr sk ooff LL O OU U II SS EE CC H H EE N N

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F I LT E R / project 08 / J E E P C A M P I N G G E A R

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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iii

THE MFA THESIS The MFA thesis is the ultimate project that integrates strong concept, solid content, strategic thinking and graphic design techniques. My thesis took about one and a half years to complete.

I chose a topic, developed a concept, found a solution then built it out to make it believable. This process is all about filtering ideas and purifying designs. Compared to one-semester projects, it is a more comprehensive challenge, a deeper study and a mission that requires continuous interaction and communication with others.

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

COURSE >

MFA Thesis INSTRUCTOR >

Ariel Grey DAT E >

Spring 2009–Spring 2010

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AMA JADE HERB SHOP : a modernized Chinese herb shop

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

OBJECTIVE >

Introduce the natural healing art of Chinese herbs to America by creating a modernized herb shop in San Francisco.

PROJECT OVERVIEW >

Growing up in a traditional Chinese family, the smell and taste of Chinese herbs, and the image of my grandma cooking in the kitchen, remain a strong memory. Being indebted to the power of natural healing, I have decided to share the power with more people by creating a modernized Chinese herb shop in America. I named the brand Ama Jade in honor of my grandma, Jade-Pearl Wang, who inspired this project. The word “Ama” means grandma in Taiwanese. Unlike traditional Chinese herb shops that appear dim and mysterious, Ama Jade is decorated in brighter, fresher colors to create a space that is friendlier and more inviting.

DELIVERABLES >

1. brand guide 7”x 10” 2. reference guides 7”x 9” 3. recipe cards 4”x 6” 4. herb shop interior design 5. herb package 2.5”x 5.5” 6. store brochure 5”x 7” 7. poster 11”x 17” C AT EGORY >

print, identity, packaging MAT ERIAL >

Red River Aurora Fine Ar t Natural PRINTER >

canon i9900

KEY WORDS >

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Chinese herbs, health, natural healing

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

Chinese herbs are commonly used in daily cooking for better f lavor and health benefits.

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

LOGO DEVELOPMENT >

The organic-shaped graphic is actually a print of a rhizome slice of an herb called Gastrodia. The idea here is to bring in the natural texture and shape of the real herb to the logo.

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

AMA JADE

AM A JADE

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AMA JADE H E R B S o f T H E E A S T

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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5’5”

10’

F I LT E R / project 09 / A M A J A D E H E R B S H O P

32’9”

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F I L T E R /\ p r o j P e cr to j0e9c t/ 0A1M >A AJ AmDaE J H a dE eR B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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REFERENCE BOOKS >

This is a set of two reference books that helps people better understand Chinese herbs. Book I is an entry to the complex medical knowledge; including history, concept, function, and the information of thirty common herbs. Book II is all about practicing the herbs; it guides you from selecting, storing to using the herbs for cooking.

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

http://www.amajade.com

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W W W. A M A J A D E . C O M >

Ama Jadeâ&#x20AC;&#x2122;s online store gives people around the world the opportunity to learn about the art of Chinese herbs and purchase selections from all of our products. In order to inspire and involve more people, we have created a discussion board for everyone to share their ideas, experiences and creative recipes.

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

http://www.amajade.com/thestory

http://www.amajade.com/cold_appetizer

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http://www.amajade.com/clove

http://www.amajade.com/shoponline_chrysanthemum

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F I LT E R / project 09 / A M A J A D E H E R B S H O P

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STORE BROCHURE >

This twenty-page brochure includes Ama Jadeâ&#x20AC;&#x2DC;s background, mission, products and a questionnaire that helps customers to find out what body types they have.

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Keeping healthy is simple.

Just brings good habits to life.

No matter eating, working and thinking.

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T H A N K S T O. . .

T HESI S INSPIR AT ION > DEAR MOM >

Grandma Jade-pearl Wang

Shih-Hui Lin

DEAR SISTER >

May Chen

INSTRUCTOR >

Mar y Scott

DIRECTOR >

Phil Hamlett

DIRECTED STUDY INSTRUCTOR > PACK AGING IN ST RUCTOR > ESL TEACHER >

Ariel Grey

Thomas McNulty

Helen Fraser, George Schupp,

Stephen Abeny, Susan Pasley MODEL >

Doris Su, Hsiao Shu Chang ,

R afael G贸mez Gonz谩lez, Susan Pasley INTERIOR DESIGNER >

MODEL MAKING > BOOK BINDARY >

Doris Su

Michelle Liu

WEB DESIGNER >

R ami Geller (California Model & Design) Joel Mar tinelli (Heering & Robinson Bookbinders)

P H O T O G R A P H Y C O N S U LTA N T > DEAR FRIENDS >

L ance Chien

Angela Tsai, Amy Pan, Coral Yang , Doris Su,

Hsiao Shu Chang , K amilah Dove, K aty Liao, Lisa Lu, Michelle Liu, Nina Kuo, Phoebe Chen, Rung Tsai, San Cheng , Shihwen Wang , Thui Ngaoler tloy, Yun-Ting Tai

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COLOPHON

SCHOOL >

Academy of Ar t University, School of Graphic Design

STUDENT >

Louise Chen

INSTRUCTOR >

Mar y Scott Heering & Robinson Bookbinders

BOOKBINDERY >

100 North Hill Drive #5, Brisbane 94005 415.468.0440 PRINTER >

H & H Imaging

1336 San Mateo Avenue, South San Francisco, C A 650.875.7137 PHOTOGRAPHY > CAMERA >

BOOK TITLE > FONTS >

Louise Chen

Nikon D50 Filter

Chaparral Pro Font Family, DIN 1451 Std

TEXT STOCK >

Wausau exact opaque white #80

COVER STOCK > SOFTWARE >

Arrestock book cloth Gunny Sak & Pewter

Adobe Photoshop, Indesign, Illustrator

2 0 1 0 A L L R I G H T S R E S E R V E D.

No Par ts of this publication can be reproduced without express permission from Louise Chen.

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