THE CREATIVE PROCESS IS A PROCESS OF SURRENDER, NOT CONTROL. JULIA CAMERON
CONCEPT.
Designing a project requires working step by step in a deliberate process. Giving enough time and effort, this will result in progress. Design is the exemplification of my lifestyle. I think every design is visual communication between people. Designers need to endow their projects with power that can catch people’s eyes and touch their hearts. This power is what I always try my best to show in every project I do. In order to create more extraordinary projects, I will continue to explore and feel the world that all of us live in while working towards an ever–extending goal called progress.
TABLE OF CONTENTS. NO.1
NO.2
ONE DAY TR AVEL
THE NORTH FACE
T YPOGR APHY 04
PACK AGE 03
06 / 15
16 / 21
NO.5
NO.6
BIZ ARRE WORLD
CLONTARF WHISKE Y
PRINT 01
PACK AGE 04
38 / 43
44 / 53
NO.3
NO.4
SHK PROPERT Y
STRUCK SAKE
IDENTIT Y 01
PACK AGE 03
22 / 29
30 / 37
NO.7
NO.8
DISTRICT PROJECT
LOGO INDE X
PACK AGE 04 / GROUP PROJECT
IDENTIT Y / LOGO
54 / 97
98 / 109
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
DESIGN IS SO SIMPLE, THAT’S WHY IT IS SO COMPLICATED. PAUL RAND
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
PROJECT
0 6 / 07
NO.1
BRIEF Be away from the digital world and experience the process of creating experimental typography in many possible ways. Create a promotional book about a topic of interest by using experimental typography.
I DEA The concept of this book is the “San Francisco Explorer.” The layout is designed to guide the readers to explore San Francisco in one day through experimental typography. Each part represents the five famous districts of San Francisco, which are Chinatown, Japantown, the Russian District, the Mission District, and North Beach.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
08 / 09
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
10 / 11
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
12 / 13
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
14 / 15
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
DESIGNING A PRODUCT IS DESIGNING A RELATIONSHIP. STEVE ROGERS
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
PROJECT
16 / 17
NO.2
BRIEF This project’s goal is to choose a brand and create a sustainable product package line for it. The brand that I chose to create the new design for is NorthFace, the urban outdoor activity product brand.
I DEA I chose NorthFace for this project because it already has two different product lines, a red label and the other one is a purple label. The purple label product line is designed for the Japanese market which targets young, stylish and outdoor activitiy lovers. The red label is designed for everyone who loves outdoor activities all over the world. Based on its brand’s concept and the existing product line, I created the green label to represent the idea of the outdoors, nature and recycling.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
18 / 19
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
20 / 21
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
GOOD DESIGN IS OBVIOUS. GREAT DESIGN IS TRANSPARENT. JOE SPARANO
C O U R S E / I D E N T I T Y 01
I N T R U C T O R / D A R R E L L H AY D E N
C AT E G O R Y / B R A N D I N G
PROJECT
22 / 23
NO.3
BRIEF This project was to choose a company that needed rebranding and create a new brand identity for it.
I DEA I chose Sun Hung Kai Properties Company in Hong Kong. Hong Kong has a high population density which means it becomes more and more difficult for people there to find a good living place. Sun Hung Kai Properties puts its long standing belief in ‘Building Homes with a Heart’ into practice, on the one hand by developing residences of the finest quality and offering first-class service to its customers, and also by contributing to the good of the community to make Hong Kong a better home for everyone. So I developed the logo by combining square shapes to deliver the concept of an architectural aesthetic from a view overhead.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / I D E N T I T Y 01
I N T R U C T O R / D A R R E L L H AY D E N
C AT E G O R Y / B R A N D I N G
24 / 25
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / I D E N T I T Y 01
I N T R U C T O R / D A R R E L L H AY D E N
C AT E G O R Y / B R A N D I N G
26 / 27
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / I D E N T I T Y 01
I N T R U C T O R / D A R R E L L H AY D E N
C AT E G O R Y / B R A N D I N G
28 / 29
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
DESIGNERS ARE MEANT TO BE LOVED, NOT TO BE UNDERSTOOD. FABIEN BARRAL
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
PROJECT
30 / 31
NO.4
BRIEF This task is to chose an alcohol brand and design a package label inspired by something we read. The inspiration material I chose is a true story from Taiwan and the brand to be designed from it is Struck, a brand new Japanese sake.
I DEA The source was base on a story of a Taiwanese boy who was abandoned by his family. His childhood was full of emptines other than the horrible memories of being bullied by other children. All of his wishes were to find his family. Based on what I felt through the story I tried to use some lines and curves to represent the boy’s emotions. The Chinese character on the sake bottle means “forgather” which is the ending of this story when he gathered together his lost family.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
32 / 33
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
34 / 35
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 3
I N T R U C TO R / PAU L K AG I WA DA
C AT E G O R Y / PA C K A G E
36 / 37
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
TECHNOLOGY OVER TECHNIQUE PRODUCES EMOTIONLESS DESIGN. DANIEL MALL
C O U R S E / P R I N T 01
I N T R U C T O R / M E G U M I K I YA M A
C AT E G O R Y / P R I N T
PROJECT
38 / 39
NO.5
BRIEF This project is three posters that use one color on each print based on the concept of the “Bizarre World.�
I DEA Each poster shows insanity through a world without rules and full of chaos, with everything are out of control and contrary to reason. Each world is characterized by a single color: red, purple, or green. This series with about going beyond the normal and becoming wild with our imagination in the design world.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / P R I N T 01
I N T R U C T O R / M E G U M I K I YA M A
C AT E G O R Y / P R I N T
40 / 41
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
DESIGN IS AS MUCH AN ACT OF SPACING AS AN ACT OF MARKING. ELLEN LUPTON
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
PROJECT
44 / 45
NO.6
BRIEF The objective is to redesign two different labels for Clontarf 1014 whiskey. One design needs to be evolutionary and the other one needs to be revolutionary, while keeping the brand equity.
I DEA This Irish whiskey gets its name from the historic Battle of Clontarf. In 1014 the High King Brian Boru sent fearsome Viking invaders tumbling back into the sea and sacrificed his life to achieve a remarkable victory for Ireland. Clontarf 1014 celebrates the courage it takes to make a stand for what you believe in. Both designs build on the symbolism of the crown and king. The evolutionary design borrows from the shape of the shield. The revolutionary label uses a simple, clean, and modern refinement of the crown in a modified logo design.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
4 6 / 47
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
48 / 49
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
50 / 51
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
52 / 53
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
CATEGORY / HOME & KITCHEN
CATEGORY / HOME OFFICE
CATEGORY / CLOTHING
CATEGORY / BATH & BODY
AUDIENCE / MEN AND WOMEN,
AUDIENCE / MEN AND WOMEN,
AUDIENCE / MEN AND WOMEN,
AUDIENCE / MEN AND WOMEN,
FROM AGES 20 AND UP.
FROM AGES 20 AND UP.
FROM AGES 20 AND UP.
FROM AGES 20 AND UP.
CATEGORY / ENTERTAINING
CATEGORY / OUTDOOR
CATEGORY / PETS
AUDIENCE / MEN AND WOMEN,
AUDIENCE / MEN AND WOMEN,
AUDIENCE / MEN AND WOMEN,
FROM AGES 20 AND UP.
FROM AGES 20 AND UP.
FROM AGES 20 AND UP.
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
PROJECT
54 / 55
NO.7
BRIEF Working closely with a group we designed an urban store with its own private label. The store contained several departments with their own product lines and services.
I DEA Urban lifest yle merchandising is our business and our passion. District SF’s goal is to build a strong emotional bond with its customers. To do this we must build lifest yle environments that appeal emotionally, and offer fashionable urban products on a timely basis. Our customers are the reason and inspiration for ever y thing we do.
BACKG ROU N D District SF is inspired and compelled to design a welcoming and unique shopping experience for a younger generation. We feel most of the large department stores have lost touch with the younger generation, and also with what they need in order to survive and thrive in a bustling and compact urban environment. Spending a little more for quality items made to last is better for the urban consumer and the environment and this is one of the primary goals of District SF.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
5 6 / 57
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
58 / 59
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
60 / 61
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
62 / 63
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
64 / 65
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
6 6 / 67
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
68 / 69
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
70 / 7 1
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
72 / 73
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
74 / 7 5
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
76 / 7 7
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
78 / 79
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
80 / 81
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
82 / 83
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
84 / 85
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
COURSE / TYPE 04
INTRUCTOR / LIAN NG
C AT E G O R Y / T Y P O G R A P H Y
8 6 / 87
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
88 / 89
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
90 / 91
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
92 / 93
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
94 / 95
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C O U R S E / PACK AG E 0 4
I N T R U C T O R / T H O M A S M c N U LT Y
C AT E G O R Y / PA C K A G E
9 6 / 97
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
DESIGN IS INTELLIGENCE MADE VISIBLE.
ALINA WHEELER
C AT E G O R Y / LO G O
98 / 99
PROJECT
NO.8
BRIEF A company cannot be successful without a strong brand. The logo must represent everything that a company is and isn’t, all while being modern and relevent to the logo.
I DEA A logo begins as a sketch which slowly develops into ideas. The concept of designing a single logo made to encompass the entirety of a brand is almost ridiculous when you sit down and think about it, but as designers this is a challenge we must face and ultimately conquer.
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C AT E G O R Y / LO G O
100 / 101
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C AT E G O R Y / LO G O
102 / 103
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C AT E G O R Y / LO G O
104 / 105
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C AT E G O R Y / LO G O
1 0 6 / 1 07
WORK IN PROGRESS
PO C HAN G C H I U D ES I G N PO RTFO LI O
C AT E G O R Y / LO G O
108 / 109
Š 2013 PoChang Chiu. All rights reserved
No portion of this book may be used or reproduced in any matter without any written consent of PoChang Chiu. All respective work shown has been appropriately noted, identified, and credited. Any omissions found will be fixed and corrected in subsequent edition.
Written, designed, and produced by PoChang Chiu Email: allenchiu1115@gmail.com
Course: BFA senior portfolio
Printer: Giant Horse Printing
Book Title: Work in progress
Bindery: The Key Printing & Binding
Type: Berthold Akzidenz Grotesk
Photography: Po Chang Chiu & Book Lin
Academy of Art University 79 New Montagomery Street San Francisco, CA 95105
School of Graphic Design Department Chair / Mary Scott
For my dear mom, dad and sisters. You always supported me no matter what i chose to do. Without you, I could never have made this.