Celina Oh Portfolio

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visual thinking

Celina Oh Selected Works 2014­– 2018

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Celina Oh Selected Works 2014­– 2018

Copyright Š 2018 Celina Oh. All rights reserved.

No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical photocopying, recording, or otherwise without permission of the copyright holder.

Celina Oh

Academy of Art University

celinaohdesign@gmail.com celinaohdesign.com

79 New Montgomery Street San Francisco, CA 94105

To my favorite mother.

From your favorite daughter.

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Visual Thinking is the act of conveying complex information in a concise, graphic way. It is the representation of thoughts—a bank of ideas. As designers aim to empathize and create work which resonates with others, it is very important for them to be open-minded, compassionate, aware of their environment, and of course, thoughtful in their approach to challenges. This book of selected works shows visual thinking throughout the process behind each project.

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Refreshing Revelry

Black Hammer Brewery

Building Blocks

Cinco Cinco

Modern Medicinal

SkyRise Medical Cannabis

Grand Generation

Grand Sterling

Opposing Opinions

Unplanned

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Sweet Solution

Panacea Chocolate

Delightful Decor

Daiso Japan

Peaceful Pastime

Daiwa Freshwater Fishing Line

Enriched Education

Five Keys Schools and Programs

Brand Identities

Selection of Identity Designs

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Background

Black Hammer Brewery opened their doors in 2015 by Jim Furman. They are owned and operated by Burners, or people who attend Burning Man. The “Black” in their name comes from, “Black Rock City”, the city that is built in the Black Rock Desert during the event. “Hammer” is the Burning Man nickname of the owner, Jim Furman.

Concept

Their beers rotate on an almost daily basis, as one sells out another one will be put on tap. The packaging should convey the essence of Burning Man, a community, a temporary city, a global cultural movement. Each brews’ design should compliment the brand and stand out on the shelf as innovative, artistic, and expressive.

Details

Target Audience

Class—Package Design 3 Instructor—Thomas McNulty Project—Beer Packaging Duration­— 4 Weeks

People 21+ who find beauty in self-expression, community development, and leaving no trace.

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The Burning Man Philosophy

It is not a festival. It is a community, a temporary city, a global cultural movement based on 10 practical principles: Radical Inclusion, Gifting, Decommodification, Radical Self-Reliance, Radical Self-Expression, Communal Effort, Civic Responsibility, Leaving No Trace, Participation, Immediacy. Burning Man is the sum total of the activities of its participants. One can find or join a camp, make art installations, or volunteer.

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We experiment endlessly and refine obsessively so our beers push the proverbial envelope, explore uncharted beer territor y, and continuously evolve and optimize our delicious creations in our endless pursuit of beery perfection. W e're deeply in love with what we do, and we hope that you will be too .

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We experiment endlessly and refine obsessively so our beers push the proverbial envelope, explore uncharted beer territor y, and continuously evolve and optimize our delicious creations in our endless pursuit of beery perfection. We're deeply in love with what we do, and we hope that you will be too .

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BLACK HAMMER BREWERY

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BREWED AND BOTTLED B Y

BLACK HAMMER BREWER Y 6

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Contains: Wheat, Mal ted Oats IA•VT•ME•CT•MA•HI•NY•5¢•MI OR 10¢ CA CRV GOVERNMENT WARNING : (1)ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NO T DRINK ALCOHOLIC BEVER AGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS, (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

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BLACK HAMMER BREWERY We experiment endlessly and refine obsessively so our beers push the proverbial envelope, explore uncharted beer territor y, and continuously evolve and optimize our delicious creations in our endless pursuit of beery perfection. We're deeply in love with what we do, and we hope that you will be too .

BLACKHAMMERBREWING.CO M

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building blocks

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Background

The parameters of the project was to design and package a toy that was made of wood, had 25 pieces, and was named “Cinco Cinco.” This toy could function as a game, desk toy, child’s toy, etc.

Concept

Cinco Cinco is learning tool for children and a creativity inducer for the young at heart. Stack them, build them, teach with them, make pictures from them, the possibilities are endless. Each block is made on a 5x5 grid and has an amount of colored shapes corresponding to the number on the block (ie. one red shape, two orange shapes, three yellow shapes and so on). Let your child, or your inner child, explore and create with Cinco Cinco.

Details

Target Audience

Class—Package Design 2 Instructor—Michael Osborne Project—Toy Packaging Duration­— 8 Weeks

Children in their early years of Montessori preschool, where they are encouraged to explore.

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The Montessori Philosophy

Italian educator & physician Maria Montessori founded the Montessori movement in 1907, based on the idea that “play� is a child’s work and that learning should happen naturally through real-life experiences. Thus, at the center of Montessori education is self-direction. Children are encouraged to make their own choices in the classroom, with a teacher to guide them along the way. This style of education tends to be hands-on and encourages lots of play and collaborative activities with their classmates.

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25 Blocks consisting of 5 Numbers made on 5x5 Grids

Each block has the amount of colored shapes that correspond to the number on the block. For example, there is one red shape, two orange shapes, three yellow shapes, four blue shapes, and five purple shapes.

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modern medicinal

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Background

Medical cannabis is the fastest growing market in America today. With an increasing amount of new cannabis brands, it’s becoming more difficult to stand out among the rest.

This project encompasses a line of packaging for a concept medical cannabis brand.

Concept

In an effort to reflect the modern lifestyle of today’s medical marijuana patients, SkyRise gives the best to the best. We see more, feel more, and enjoy more of what the world has to offer as we rise up. SkyRise elevates the senses while reducing pain with a selection of carefully crafted strains in a multitude of oils, concentrates, edibles, and more.

Details

Target Audience

Class—Package Design 2 Instructor—Christine George Project—Cannabis Packaging Duration­— 8 Weeks

Creative, educated, affluent women ages 45–70. They tend to be highly respected leaders in their fields.

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Treating Aches & Pains Like Nothing Before

Marijuana’s popularity among young adults makes it out to seem like a fleeting fad, but there are plenty of older folk who use it just as much for aches and pains. Because the plant contains chemicals that could help treat a range of illnesses and symptoms, many argue that its better for the body. Finally, the stigma against marijuana is lessening, and a growing number of states have even legalized it for recreational use.

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SkyRise

SkyRise

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SkyRise

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Sativa—Awake­

Uplifting and energetic Spacey or hallucinogenic Best suited for day use Indica—Relax

Relieving and calming Body buzz or ‘couch lock’ Best suited for night use Hybrid A—Focus

Stimulating and cerebral Sativa-dominant Suitable for anytime use Hybrid B—Refresh

Cruising and warming Indica-dominant Suitable for anytime use

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Background

Research indicates that businesses are devoting most of their energy to capturing millennial spending. What is an even bigger and growing market are baby boomers. Our team of 4 designers decided to create a full brand and retail experience that targets 60+ consumers who are active, independent, busy, traveling, experiencing and discovering all forms of entertainment with their disposable income.

Concept

As people age, the products they need changes. Grand Sterling’s vision is to enrich and complement the lives of those over 60 with a refreshing and holistic retail experience. And in the process, transform the concept of aging, from one that is approached with doubt, into one that is active, rich, fulfilling and full of discovery.

Details

Target Audience

Class—Package Design 4 Instructor—Thomas McNulty Project—Grand Sterling Duration­— 15 Weeks

Active, independent people 65+. They tend to have disposable incomes and plenty of free time.

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70 is the new 40

As we age, more effort is needed to do simple tasks and comfort becomes more essential. Our bodies and minds need more nutrients and consistent exercise to stay in shape.

Until now, there was no one-stop shop for everything one may need to enjoy one’s later years. Welcome to Grand Sterling, a multibrand retail concept carrying various lines of consumer packaged goods for the 60+ market.

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Design Team—Team Dream

Celina Oh—Team Lead, Designer Dominique Gio—Designer Simon Tong—Designer Yijun Lin—Designer Yvonne Anaya—Designer

Retail Store Concept

Private Labels

Travel Brand*

In-Flight Comfort* Travel Bags* Pet Travel* Hobby Brand

Manufacturer’s Promise*

Finesse TOOLS + CR AF TS

Hobby Kits Kitchen* Crafting Garden Health & Wellness Brand

Health Supplements Relief & Relaxation Nutritional Foods All products with this seal indicates that the product and it’s packaging is recyclable and comes without excess packaging materials.

Grand Sterling works with manufacturers to box products in Certified Frustration-Free Packaging, in order to reduce the amount of packing materials used.

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Fitness Brand

Equipment Recovery Apparel Supplements Entertainment Brand

Indoor Activities Outdoor Activities Wooden Games

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Deliverables

Retail Store Branding

Retail Store Experience*

Private Label Branding*

Private Label Packaging*

Presentation Slideshow*

* Celina’s Design Work

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One in Three Americans is now 50 or older

The population of senior citizens in America is projected to double by 2060

70% of disposable income will come from senior citizens in the next five years

36.9 million baby boomers will turn 65 over the next decade

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Product Lines

In-Flight Comfort

Relaxing Soft Hygienic Travel Bags

Compact Safe Multilingual Pet Travel

Earthy Smart Natural

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Product Lines

Finesse TOOLS + CR AF TS

Hobby Kits

Surprising Unique Giftable Kitchen

Elegant Fresh Hygenic Crafting

Creative Simple Feminine Garden

Ergonomic Unprocessed Crafted

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p roj e c t 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9

Background

Abortion is something which many tend to have strong feelings about. Some believe that it is against human rights to kill a child in the womb, while others believe it takes away women’s rights to her own body. This project explores the touchy topic through a book, website, and card set.

Concept

The decision is never black and white. When a person has an unplanned pregnancy, they have a decision to make; to keep it or not to keep it. One does not simply have an abortion. Similarly, one does not simply have a child.

This project is based on the conflicting thoughts that tend to influence the outcomes of unplanned pregnancies.

Details

Target Audience

Class—Visual Systems 2 Instructor—Sean McGuire Project—Unplanned Duration­— 15 Weeks

Those interested in learning more about the arguments on abortion from a neutral viewpoint.

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The Controversy Over Abortion

On abortion rights, both the Democratic and Republican parties have a claim on public opinion. Maybe more to the point, both can make a strong case that the other party has an extreme view. Abortion is the relatively rare issue in which the clichÊ is true: public opinion rests about midway between the parties’ platforms.

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b r a n d i n g & pac k agi n g

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Background

Due to there being such stiff competition in the boutique chocolate market, it is important to stand out while on the shelves. This chocolate should appeal to a wide age range of early to middle-aged adults as a gourmet chocolate brand.

It emcompasses a wide range of chocolate products.

Concept

Panacea Chocolate is the one-stop relief to one’s mind, body, and soul. Chocolate contains magnesium, which can help alleviate pain and increase energy. Dark chocolate is high in antioxidants called flavonoids, which some argue have a positive impact on your health. Panacea takes you on vacation to Barcelona, where you can enjoy the soothing breeze of the ocean and the sand between your toes.

Details

Target Audience

Class—Package Design 1 Instructor—Beau Monroe Project—Chocolate Packaging Duration­— 8 Weeks

Women between 20-40 who experience cramps and tend to be stressed from work or their relationships.

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Relief for the Mind, Body, and Soul

Panacea means a solution or remedy for all difficulties or diseases. Chocolate is known widely among women as a cure-all for things from broken hearts to period cramps to work stress. Regardless of the problem, chocolate soothes the mind, body, and soul into a state of pure bliss.

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Background

Established in 1972 in Japan, Daiso was first a household items store called Yano Shoten. Later, it became the famous 100 yen shop and expanded internationally. The mission of Daiso is to help customers find surprises and fun. Daiso aims to provide a unique experience to the dollar store concept through their three core values—quality, variety, & uniqueness. The purpose of this project was to rebrand the company and create a brand guidelines book for them.

Concept

In hopes of portraying our core values, we are now Daiso Japan, Delight in the Everyday. Let the Daiso Dino help you explore our great collection of fun and surprising products to add uniqueness to your everyday, household life.

Details

Target Audience

Class—Branding Principles Instructor—Dean Wilcox Project—Brand Guidelines Duration­— 3 Weeks

Those that intend to utilize the logo with brand consistency for the purpose attribution or marketing.

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branding

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The Daiso Dino Story

One day, a young dinosaur was wandering around his town, wondering where to buy a gift for his hard-working mom.

He did not have much money, so the department stores kept shaking their heads at him. Luckily, Daiso was around the corner! His eyes twinkled at the various things that he could get for the little amount of money he had. Later on that day, his mom came home to find that her son had decorated their previously barren home with many handmade things.

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Secondary Logo

Secondary Logo With Tagline

Tertiary Logo

Tertiary Logo With Tagline

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peaceful pastime

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pac k agi n g

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Background

Daiwa’s reels are considered to be some of the best in the world. They pride themselves on the innovative technology that they use in their reels, such as space engineering.

They focus on competitive fishing, but underserve beginners and those who fish for leisure. This project encompasses a full line of products for the leisure market.

Concept

People sometimes want to start family traditions. Those just starting out in fishing, want a set that will be easy to use for the entire family. This project aims to help those people find what they need through a set of tastefully colorful items that can all be used together in harmony. It taps into a market which Daiwa has barely touched upon.

Details

Target Audience

Class—Package Design 3 Instructor—Thomas McNulty Project—Fishing Packaging Duration­— 4 Weeks

Young parents that live close by a lake or stream and want to start up a family fishing tradition.

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Family Traditions

Family traditions are the rituals, practices and beliefs that are handed down from one generation to the next. They can enrich families, promote closeness, and strengthen family bonds. Fishing is a great bonding activity that allows people to cut themselves from all the technological strings. When you come face to face with nature, you are sure to forget all the worldly tensions and relaunch yourself.

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RAINBOW TROUT

—SPINCAST REEL—

—SPINCAST REEL—

CHANGEABLE

RIGHT & LEFT HAND GEAR RATIO 4.3:1

LINE CAP

GEAR RATIO 4.3:1

—SPINCAST REEL—

CHANGEABLE

RIGHT & LEFT HAND

RETRIEVE

6 lb/90yds

RAINBOW TROUT

—SPINCAST REEL—

8 lb/ 100yds

LINE CAP 8LB./ 100YDS.

REEL WEIGHT

RETRIEVE

GEAR RATIO

250 g (8.8 oz)

4.3:1

BALL BEARING DRIVE

GEAR RATIO 4.3:1

LINE CAP 6 lb/90yds

8 lb/ 100yds

REEL WEIGHT 250 g (8.8 oz)

BALL BEARING DRIVE

Freshwater Fishing Series

Freshwater Fishing Series

LINE CAP 3.6kg/90m

RATIO POIDS

TMV

4.3:1 250 g 70 cm

1 ROULEMENT Á BILLE

LINE CAP 8LB./ 100YDS.

Catch 6-8 lb. fish

LINE CAP 3.6kg/90m

RATIO POIDS

TMV

4.3:1 250 g 70 cm

Catch 6-8 lb. fish

1 ROULEMENT Á BILLE

ALWAYS EVOV LI NG Daiwa technologists all inherit the company's passion for technological advancement. The passion to provide surprise and enjoyment to anyone that fishes is what keeps our technology evolving now and in the future.

LEAD WARNING FOR THE UNITED STATES WARNING: THIS PRODUCT CONTAINS A CHEMICAL KNOWN TO THE STATE OF CALIFORNIA TO CAUSE CANCER AND BIRTH DEFECTS & OTHER REPRODUCTIVE HARM.

0

43178 95956

5

MADE IN VIETNAM DISTRIBUTED BY GLOBERIDE , INC. HIGASHIKURUME , TOK YO, JAPAN DAIWA .COM

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Background

Five Keys Schools and Programs aims to empower and enrich the lives of those less fortunate. Five Keys began as a charter school within a jail and eventually grew to over 70 community sites across California. They needed a brand new system that could grow them over time.

Concept

Our team developed a brand system meant to communicate a sense of realness and open possibilities. Although chosen as the primary face of their new brand, elements were taken from the opposing team’s system. Through this class, I began an internship at White Space, Inc. the following year to merge the systems and gain hands-on experience in the boutique design world.

Class Details

Internship Details

Class—Identity 2 Instructor—Thomas McNulty Project—Five Keys Rebrand Duration­— 15 Weeks

Studio—White Space, Inc. Employer—Sheila Von Driska Project—Five Keys Rebrand Duration­— 30 Weeks

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OUR CHANCE

i will do be Avenir Black Didot Bold

Arial Black

give me a chance,

Helvetica Bold

keep going

ONE IS HIND Bodoni 72 Bold

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live again.

give me a chance, Rockwell Bold

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Redefining Education in Restoring Communities

Founded in 2003 by Sunny Schwartz, Five Keys Schools and Programs began as RSVP, otherwise known as the Offender Restoration Program, an intensive in-jail program complete with a curriculum to teach prisoners empathy, responsibility, and the consequences of violence. This program showed a 79% reduction in recidivism. Noticing this drastic change, the program continued, and it was registered it as it’s own institution; a charter school within a county jail known as Five Keys Schools & Programs.

Today, Five Keys has over 3,000 students graduating each year from their 3 public charter schools and 26 satellite community campuses in partnership with the reentry and workforce development community in SF and LA.

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Design Team—Team 24/7

Celina Oh—Project Manager Che (Jerry) Chiang Gloria Sukamto Minglang (Mia) Jiang­— Logo Design Patcharin (Pat) Opattarakul Wei Yang (Terry) Hsu Xin Du

1.4 / LOGO USAGE Previous Logo

Proposed Logo

Primary Logo

Horizontal Lockup Logo

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Primary Usage

The primary usage signifies the main two lockups of the brand logo. Both the primary and horizontal lockups can be used in a variety of settings as illustrated in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting.

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IDENTITY SYSTEM

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1.4 / LOGO USAGE

Deliverables

Primary Logo

Alternative Lockups

Brand Manual

Horizontal Lockup Logo

Primary Usage

The primary usage signifies the main two lockups of the brand logo. Both the primary and horizontal lockups can be used in a variety of settings as illustrated in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting.

Website*

Campaign

Applications*

Presentation

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IDENTITY SYSTEM

* Celina’s Design Work

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System Project

Scale of Engagement

Culture

Pathways in Social Design

Individual

Interdisciplinary

Range of Experience

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1.4 / LOGO USAGE Primary Logo

Horizontal Lockup Logo

The Winterhouse Institute Social Design Pathways

Primary Usage

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This powerful model helps educators and students to map out issue-based problems in order to understand how they might be addressed at multiple levels, how problems can be framed from a variety of perspectives, and how interventions can be designed to engage a variety of actors to achieve different levels of change. Each quadrant also requires different fundamental skills for designers to be prepared to engage effectively. Projects and interventions oftentimes extend across multiple quadrants, requiring a mix of experience, expertise and skills. The Five Keys Rebrand Project qualified as a Cross-Sector Culture Design Change as a collaboration between the Academy of Art University, the San Francisco Sheriff ’s Department, White The primary usage signifies the main of the brand logo. Both the Space, Inc., andtwooflockups course, the non-profit, Five Keys primary and horizontal lockups can be used in a variety of settings as illustrated Schools and Programs, with the intention of rethinking in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting. our criminal justice system.

IDENTITY SYSTEM

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4 /Primary LOGOLogo USAGE Primary Logo

mary Logo

Horizontal Logo Lockup Logo zontal Lockup Lockup Logo Horizontal

ry Usage

The primary usage signifies the main two lockups of the brand logo. Both the primary and horizontal lockups can be used in a variety of settings as illustrated in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting.

Primary Usage

The primary usage signifies the main two lockups of the brand logo. Both the primary and horizontal lockups can be used in a variety of settings as illustrated in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting.

IDENTITY SYSTEM

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IDENTITY SYSTEM

Logo Graphic Usage five keys sch o o ls and pro g rams

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Logo Graphic

Horizontal Secondary Logo ntal rizontal Secondary Secondary Logo Logo

Logo Graphic Usage

This version of the logo is to only be used where an edge is present on the left and bottom sides for it to sit on. The logo can be used on a solid color background or photography background. It must not be used with opacity or on an image with colors that make the logo illegible. It is recommended for use as a graphic.

© 2017 ALL RIGHTS RESERVED

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ondary Usage UsageThe secondary The secondary lockups are lockups usedare in places used inthat places doesn’t thatallow doesn’t theallow primary the lockups primary lockups to maintain to maintain its integrity its integrity as a brand. as aThese brand. secondary These secondary lockups will lockups help will in small help in small scale placements scale placements as shownasinshown Section in1.Section There are 1. There two secondary are two secondary lockups, lockups, one is one is similar tosimilar the primary to the lockup primarybut lockup without but the without signifier the signifier at the bottom at theand bottom the and the other oneother is a horizontal one is a horizontal lockup having lockupthe having two words the two in words one line. in one line.

© 2017 ALL © 2017 RIGHTS ALL RESERVED RIGHTS RESERVED

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A snapback is a flat-billed adjustable cap that is typically worn by today’s youth.

It is an accessory that can go with most styles of streetwear. Hats can be a symbol of style and culture, but they are mostly used for the purpose of keeping cool on a sunny day. Hats with embroidery say something about a person and

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Wearing the logo is a great way to advertise and get the name of any business out there. T-shirts and hoodies are typically worn for casual days at work, hanging out with friends, or traveling in comfort. These are items to be worn with a sense of pride and accomplishment, as those who wear them will be faculty,

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White Space, Inc. Graphic Designer

Managed interviews and photo shoots for new media kit Assisted in implementation of class project branding Created integrated graphic design: student catalog design, advertisement, presentation, documentary photography, informational booklet, and apparel

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City College and SF Sheriff’s Department Photoshoot and Interviews—Fall 2017

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Photographer—Santosh Korthiwada

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Self-Determination Project Bus Photoshoot and Interviews—Spring 2018

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Photographer—Tiaira Breaux

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Thank you all so very much.

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Family

Academy of Art University

Bessy Lee-Oh Sean Oh

Phil Hamlett Alex Villagomez Samantha Tutone Lynda Espana

Partner

Andrew Park

Five Keys Mentor

Sheila Von Driska

Sunny Schwartz Steve Good

Friends

Team 24/7

Jenna Turner Kamay Tu My Nguyen Liliana Mei Wu Jiavona Marques

Gloria Sukamto Mia Jiang Pat Opattarakul Terry Hsu Jerry Chiang Xin Du

Instructors

Mary Scott Thomas McNulty Beau Monroe Christine George Dean Wilcox Michael Taylor David Hake Megumi Kiyama Sean McGuire

Team Dream

YJ Lin Yvonne Anaya Simon Tong Dominique Gio Colleagues

Pauline Capote Lucy Tsai

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Print & Binding

Frits Kouwenhoven Hemlock Printers Ltd. 7050 Buller Avenue Burnaby, BC V5J 4S4 Typefaces

Adobe Garamond Pro Trade Gothic LT Std Paper Stock

80lb Mohawk Superfine Eggshell with i-Tone Text Photography

Dustin Soriano Jiavona Marques Celina Oh Santosh Korthiwada Tiaira Breaux 123rf.com pexels.com Contact

Celina Oh celinaohdesign@gmail.com celinaohdesign.com (702) 374–1556

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