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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.
instructor
software Adobe Creative Cloud Indesign Illustrator Photoshop
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page. 07
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page. 09
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page. 11
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page. 13
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page. 17
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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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page. 21
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K S E U T BEER R
page. 23
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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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page. 31
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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
software Adobe Creative Cloud Indesign Illustrator Photoshop
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page. 33
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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
software Adobe Creative Cloud Indesign Illustrator Photoshop
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page. 06
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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
software Adobe Creative Cloud Indesign Illustrator Photoshop
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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
software Adobe Creative Cloud Indesign Illustrator Photoshop
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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
software Adobe Creative Cloud Indesign Illustrator Photoshop
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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
instructor
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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
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