Step by Step

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step by step

Simplicity, carried to an extreme, becomes elegance.

— Jon Franklin

designer Aejin Choi portfolio Step by Step degree BFA

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step by step

dedication This book is dedicated to my family and friends

table of contents

project 01

project 06

A New Hope p. 06-19

Pass Out p. 84-99

project 02

project 07

Tusker Beer p. 20-31

Jazz Fusion p. 100-117

project 03

project 08

Never Miss p. 32-45

Heath Ceramics p. 118-133

project 04

project 09

Sauce Side p. 46-61

Outward Collective p. 134-169

project 05 Allegiant Airline p. 62-83

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01

step inside a new hope

Simplicity, carried to an extreme, becomes elegance.

— Jon Franklin

objective

class

The assignment was to create an informative scientific book and bookmark website within a specific science-related area and use experimental scientific book design.

Typography 3

Ariel Grey

approach

category

This concept was about cloning and how human diseases can be cured by transforming embryonic stem cells.

The book explores embryonic stem cell therapy in the fight against many diseases.

Print

instructor

software Adobe Creative Cloud Indesign Illustrator Photoshop

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02

step inside tusker beer

Design is so simple.

That’s why it’s so complicated.

— Paul Rand

objective

class

To create a beer package design for African Breweries which is the Tusker brand. The package design is for a six-pack beer carrier and includes the brand name, label designs, and illustrations.

Package Design 3

Jacques Rossouw

approach

category

I redesigned the Tusker beer brand and the design is inspired by the traditional African visual elements.Tusker is the largest African beer brand.

Each label design is made with colors and patterns and iconic illustrations of African Masks. African masks identify and convey specific meanings, such as renewing life, and ensuring a good harvest.

Package Design Identity

instructor

software Adobe Creative Cloud Indesign Illustrator Photoshop

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K S E U T BEER R

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SINCE

1922

TUSKER BEER

SINCE

1922

TUSKER BEER

LAGER

LAGER

4.2% ALC/VOL

4.2% ALC/VOL

BREWED IN KENYA

SKER U T 1922

SINCE

TUSKER

1922

SINCE

BEER LAGER

BEER LAGER

4.2% ALC/VOL

4.2% ALC/VOL

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03

step inside never miss

Design is more than just a few tricks to the eye.

It’s a few tricks to the brain. — Neville Brody

objective

class

The assignment was to create a mobile app as an electronic medical assistant, which supports the patient with additional services.

Visual Systems 1

instructor Megumi Kiyama

approach

category

Never Miss is a Medication reminder app that helps people organizes their medication and get reminded when to take the right medication at the right time. Users enjoy flexible medication schedule options, pill & refill reminders, and an easy medication log tracker. The mobile app needs to be simple and clean, with clear navigation and a smooth and engaging user experience.

UX / UI

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04

step inside sauce side

Graphic design will save the world right after rock and roll does. — David Carson

objective

class

The assignment was to redesign a barbecue sauce brand, which was originally called Mumbo BBQ Sauce. The deliverables are three bottles and label designs.

Package Design 2

Christine George

approach

category

Sauce Side BBQ Sauce is a redesign of Mumbo.

It is inspired by a Chicago butcher and road signs. Sauce Side BBQ Sauce packaging design uses iconic illustrations of street directions with a brown color palette to honor the sauce.

instructor

Package Design Identity

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05

step inside allegiant airline

Art is sort of an experimental station in which one tries out living. — John Cage

objective

class

To create a corporate identity redesign for an airline and a new application system and a graphic standards manual.

Strategies for Branding

instructor Thomas McNulty

approach

category

Allegiant Air is an American, low-cost, domestic airline. The first step was to redesign the Allegiant Airline logo. Then, I created a new brand identify.

I wanted to make the brand more unique and with a minimal design that would stand out in the marketplace. An allegiant focus on safety, so safe was a key word along with friendly and calm.

Branding

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FLGHT ALLEGIANT AIRLINES AA 30

DESTINATION

PASSENGER

LAS TO SFO

JANE / CHOI

PASSENGER

A 21

TRACKING 2 207 365 3958 3309 0

ALLEGIANT AIRLINES AA 30

PASSENGER

JANE / CHOI GATE

FLGHT

JANE / CHOI

DEPARTURE

4:30 PM 19 DEC 2017 ALLEGIANT 00 I78 D

BOARDING ZONE

D3

SEAT

26C

OPTIONS

OPTIONS

1ST CL

1ST CL

DEPARTURE

4:30

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Boarding Pass FLIGHT

AA 30

San Francisco L

SFO DEPARTS 19 DEC 2017 NAME JAEN CHOI Allegiant

SEAT

26C

as Vages

LAS 4:30PM

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06

step inside pass out board game

Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep. — Scott Adams

objective

class

Create packaging redesign for an existing board game. This game board is drinking game for 2 to 4 players.

Package Design 3

instructor Jacques Rossouw

approach

category

The Pass Out board game is playful and fun. It includes a folding game board, game pieces, and cards. I designed the new board game as an overall package redesign. Pass Out is inspired by the circus using vintage Circus illustrations.

I wanted to it to be fun, dynamic, and unique.

Package Design Identity

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07

step inside jazz fusion

The work needs to get out of your head and on to the table, and it needs to be done from the heart. — Paula Scher

objective

class

To create an experimental typographic conference about the music of typography.

Music is an art form and cultural activity.

Typography 4

instructor Ariel Grey

approach

category

The concept was Jazz Fusion. For this project, we experimented and expanded on what typography can do and what it can be used for. Jazz Fusion is jazz harmony combine with improvisation, rock music, funk, and rhythm and blues. The direction focuses on a visual typography book. This typography conference revolves around a certain aspect of typography and its usage.

Printing Poster App

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Jazz Fusion Music Music with Typography Conference 2019

Name : Olivia Tix #: G0547312112

Three Days Pass July 19-21 6:30PM

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08

step inside heath ceramics

An idea can turn to dust or magic depending on the talent that rubs against it. — Bill Bernbach

objective

class

The assignment was to create a promotional brochure for an existing company. The catalog is from Heath Ceramics.

Visual Systems 2

instructor Eszter Clark

approach

category

Heath Ceramics catalog is about modern Heath Ceramics and its base of operations in the Bay Area. It is an American company that uses a minimal design for its produce with a range of colors. This catalog reflects the 1950s and vintage California culture and the simple, clean, minimal design of Heath Ceramics products.

Printing

software Adobe Creative Cloud Indesign Illustrator Photoshop

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09

step inside outward collective

Good design is obvious, great design is transparent.

—Joe Sparano

objective

class

To create a brand identity for a new retail store with an extensive product system. These products help provide hours of enjoyment and a welcome opportunity to connect with nature.

Package Design 4

Thomas McNulty

approach

category

Outward collective is an outdoor camping brand.

A large mission is to create sustainability within and out of the collection. Outward collective helps the brand appeal to beginners in the marketplace.

Package Design Identity

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collective

luxury camping

camp kitchen

Tipi caters to our urban department, marketing a glamorous lifestyle for couple, families, friend groups.

Grabitate carries organic products for eco-friendly and healthy people of all ages.

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outdoor activities

camp essentials

7Hills is the new outdoor sporting equipment line for the active lifestyle.

Cove is dedicated to providing an all-new campers experience novice campers.

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page. 06

thank you To my family and all my friends, all the supports.

Thank you so much and I love you all.

instructors Mary Scott , Thomas McNulty , Christine George, Megumi Kiyama, John Nettleton, Eszter Clark, Ariel Grey, Kathrin Blatter, Jacques Rossouw.

colophon designer

photography

printing

Aejin Choi

Julien Saquing

Graphic Imagery

email

course

binding

aejinchoidesign@gmail.com

Senior Portfolio

The Key Printing & Binding

phone number

instructor

titile

+1 415 852 0907

Mary Scott

Step by Step

school

software

typeface

Academy of Art university School of Graphic Design 79 New Montgomery San Francisco CA 94105

Adobe Creative Cloud Indesign Illustrator Photoshop

Adobe Garamond Pro Whitney Book Tiemann