Néon by Chun Wen Tai

NÉ-W ONE

MFA PORTFOLIO CHUN WEN TAI

contents 01

page.6

page.30

page.46

page.62

DISORIENT

DESTORY

TRANSFORM

E STABLISH

CHASING SHADOWS

MADE IN CHINA

GEOMETRIC

A SMALL ACTION ENORMOUS CHANGE

page.76

page.90

page.104

page.112

FORGE

CULTIVATE

FRUSTRATED

M FA THESIS

THE ESCAPE PLAN

ECO PLUS

CAN YOU READ MY MIND

BLINK-TO FOSTER BETTER EYE HEALTH

INTRODUCTION / J O H A N N W O L F G A N G V O N GOETHE

“ O U R PA S S I O N A R E T H E T R U E P H O E N I X E S ; W H E N T H E O L D O N E I S B U R N T O U T, A N E W O N E R I S E S F R O M I T S A S H E S .”

CONCEPT/ NÉON- NEW ONE This portfolio is showing my j ourney in graphic design.it shows the process of dif ferent stages while i am in Ac ademy of art University. In the end, thses all turning me into a “ new one” to face the new j ourney of outside world.

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PR OJ ECT

Disorient /P A U L A S C H E R

“ I T ’ S T H R O U G H M I S TA K E S T H AT YO U AC T UA L LY C A N G R OW. YO U H AV E TO G E T B A D I N O R D E R TO G E T G O O D.”

PROJ ECT

OBJECTIVE

CHASING SHADOWS

Sometimes designers get lost on their way to solve a problem. Our biggest quest it to f igure out the essence of design. In this course, we had to pic k a dire cto r

COURSE

or filmmaker and design their film festival. We had to create a theme that defined

INTERGRATED COMM.

the style of the director that we chose and apply it to the whole film festival.

CATEGORY EXHIBITION

DESCRIPTION My director was David Fincher who directed Fight Club, The Game and recently,

INSTRUCTORS HUNTER WIMMER/ CHRISTOPHER MORLAN

Th e G irl with th e Dra gon Tattoo. I def ined the theme as mysteries that draw p e o p l e i n t o j o u r n ey s o f o b s e s s i o n f ro m w h i c h t h e re i s n o t u r n i n g b a c k . Inevitably, they must conf ront their own inner darkness and meet th e ir fate s . B a s e d o n t h i s t h e m e , t h e f i l m f e s t i va l w i l l b e n a m e d C h a s i n g S h a d ow s : the Pursuit of Phantoms and Fate in the Films of David Fincher.For the design

/2013 SPRING

e l e m e n t s , I p i c ke d ye l l ow a n d b l a c k to s h ow t h e i n te n s e e m o t i o n s o f t h e relationships between the main characters and the evils in his films. The black brush graphic will express how the darkness invades the characters ’ m in ds slowly throughout the stories. After basing this film festival on these concepts, I a l s o c re a te d p r i n t s , p ro d u c t s , a we b s i te, a DV D co l l e c t i o n a n d a w h o l e pac kage for people who attend the f ilm festival. This proj ect was th e m o st intensive proj ect in the program and I believe it helped me be more flex ible in adapting my designs to the c irc umstances.

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CHASING SHADOWS

CATEGORY

EXHIBITION

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FILMOGRAPHY

FILM DIRECTOR

1992

Alien3

D avid Finc her born August 28, 1962 in D enver, Colorado, D avid

1995

Seven

1997

The Game

1999

Fight club

2002

Panic room

2007

Zodiac

2008

The Curious Case of Benjamin Button

2010

The Social Network

2002

The Girl With the Dragon Tattoo

008

PR OJ ECT

Finc her is one of the most acc laimed f ilm directors working today. Finc her made his name with dark and sty lized thrillers such as “ Seven,” “ Fight Club,” “ Panic Room,” “Zodiac,” and “ The Girl with The Dragon Tattoo.” He was previously nominated f o r a n Ac a d e my Awa rd i n t h e c a te g o r y o f B e s t D i re c to r f o r h i s wo r k o n “ Th e C u r i o u s C a s e o f B e n j a m i n B u t to n ” a n d “ Th e Social N etwork.” H e won the BAFTA and a G olden G lobe for “The Social N etwork.”

T I T LE

CHASING SHADOWS

CATEGORY

EXHIBITION

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CHASING SHADOWS

CATEGORY EXHIBITION

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PR OJ ECT

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CATEGORY

EXHIBITION

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CATEGORY

EXHIBITION

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PR OJ ECT

Destroy /ALEXANDRE DUMAS

“ Y E T M A N W I L L N E V E R B E P E R F E C T U N T I L H E L E A R N S TO C R E AT E A N D D E S T R OY; H E D O E S K N OW H OW TO D E S T R OY, A N D T H AT I S H A L F T H E B AT T L E .”

PROJ ECT

OBJECTIVE

MADE IN CHINA

Designers are a group of people who explore problems in society and then find and resolve the issues that caused them. In this project, we had to pick a public

COURSE

issue that interested us and figure out how a graphic designer might help fix it.

VISUAL COMM. LAB

CATEGORY

DESCRIPTION

PRINT/BOOK

Because I am from Taiwan, I adopted Chinese culture from my Chinese ancestors. We speak Mandarin, but we also learn traditional Chinese and the history of

INSTRUCTOR PHIL HAMLETT/ HUNTER WIMMER

/2011 SPRING

China. Even though we do not live in China, we cherish and protect our culture, but we cannot protect and preserve every part of it partially because some of which has been left over in China. China is trying to develop very quickly in an effort to become the biggest economic country in the world. I wondered if such economic ambition could destroy the traditional culture there. After much research, I think it does destroy some parts of Chinese c ulture. I des ign e d a poster, book, and website to help Chinese people realize that the loss of their culture is an issue that needs to be noticed and that something nee ds to be started to help preserve it.

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T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

CHA PTE R

DESTROY

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

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DESTROY

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

DESTROY

CHA PTE R

0.8 LBS

1 OF 1

CHUN WEN TAI

1545 EDDY STREET APT SAN FRANCISCO CA USA 94115

SHIP TO : PEOPLE’S REPUBLIC OF CHINA

GR 600 12-3 UPS GROUND

TRACKING # : 03180889

BILLING : P/P DESC : Description : NO RETURN SERVICE Reference No.1 : 79386055 XOL 02.05.13

NV45 45. OA 12/2011

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

CHA PTE R

DESTROY

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PR OJ ECT

T I T LE

CATEGORY

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

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DESTROY

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

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DESTROY

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PR OJ ECT

T I T LE

MADE IN CHINA

CATEGORY

PRINT/BOOK

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DESTROY

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PR OJ ECT

transform /C. S. LEWIS

“ I T M AY B E H A R D F O R A N E G G TO T U R N I N TO A B I R D : I T W O U L D B E A J O L LY S I G H T H A R D E R F O R I T TO L E A R N TO F LY W H I L E R E M A I N I N G A N E G G . W E A R E L I K E E G G S AT P R E S E N T. A N D YO U C A N N OT G O O N I N D E F I N I T E LY B E I N G J U S T A N O R D I N A R Y, D E C E N T E G G . W E M U S T B E H ATC H E D O R G O B A D.”

PROJ ECT

OBJECTIVE

GEOMETRIC

Designers are always observing things happening around their lives. They digest what they see and turn it into inspiration for a brand new pie ce.

COURSE

We had to choose a topic and document it in our own way using type and

TYPE EXPERINMENT

graphic elements to build a story.

CATEGORY

DESCRIPTION

PRINT/BOOK

The streets of San Francisco—their active, dynamic craziness—are full of culture and art. They are very attractive to me. Every day, I view these beautiful streets

INSTRUCTOR STAN ZIENKA

on my way home, so I decided to document them in my own way. The journey from school to my apartment is a transformation of geometric shapes. I chose to figure out the city’s geometric shape and found that it starts with triangles. The buildings in the city each have different angles and when you raise your

/2011 SPRING

head, you can see all kinds of triangles created by the different buildings. I also documented pentagons, rhombuses, circles, and rectangles in this book.

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T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

“For every prohibition you create you also create an underground.”

T I T LE

GEOMETRIC CATEGORY

PRINT/BOOK CHA PTE R

TRANSFORM

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PR OJ ECT

T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

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T I T LE

GEOMETRIC

CATEGORY

PRINT/BOOK

CHA PTE R

TRANSFORM

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PR OJ ECT

establish /M A D E L E I N E A L B R I G H T

“ N O M AT T E R W H AT M E S S AG E YO U A R E A B O U T TO D E L I V E R S O M E W H E R E , W H E T H E R I T I S H O L D I N G O U T A H A N D O F F R I E N D S H I P, O R M A K I N G C L E A R T H AT YO U D I S A P P R OV E O F S O M E T H I N G , I S T H E FAC T T H AT T H E P E R S O N S I T T I N G AC R O S S T H E TA B L E I S A H U M A N B E I N G , S O T H E G OA L I S TO A LWAYS E S TA B L I S H CO M M O N G R O U N D.”

PROJ ECT

OBJECTIVE

A SMALL CHANGE,

Designers need to expand their knowledge in every project that they make.

ENORMOUS CHANGE

They need to establish a system that gives the public an ef f ic ient way o f understanding what they are trying to convey. Therefore, designers have to

COURSE TYPOGRAPHY 3

know the topic more than anyone else in order to get acknowledgement from the public. In this project, we had to promote a paper company’s new paper line using the paper line’s name to expand the concept and connect it with

CATEGORY PRINT/BOOK/DIGITAL

INSTRUCTOR ARIEL GREY

any recent public issues.

DESCRIPTION G mund is a company f rom G ermany whic h started papermaking in 1 8 29. Th is historic company has a paper line called Action. So “action” became the main co n ce p t f o r t h i s p ro j e c t . I n t h e b e g i n n i n g , we h a d to c h o o s e t h re e p a p e r lines f rom a paper company and brainstorm three concepts that wo u ld give

/2013 SPRING

them deeper meaning. During the process, I came up with issues like, stop u s i n g a n i m a l f u r, wa te r s h o r t a g e i s s u e a n d e n i vo r m e n t a l p ro b l e m s . I n t h e end, I c hoose “action” paper line, and focused on the environmenta l iss u e s surrounding the paper line to remind people that small actions can still cause bigger changes in the f uture.

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T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

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PR OJ ECT

T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

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PR OJ ECT

T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

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PR OJ ECT

T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

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PR OJ ECT

T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

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PR OJ ECT

T I T LE

A SMALL ACTION ENORMOUS CHANGE

CATEGORY

PRINT/BOOK/DIGITAL

CHA PTE R

ESTABLISH

073

074 06 07

H LLLL TTTTTTTTT BBBBBBB, GGGGGGG . GGGGG . “DDDD ”

TTT GGGGG

“““““““ ” . GGGGG AAAAAA

GGGGG PPPPP MMMM,

PR OJ ECT

AAA TTTT

. TTTTTTTTT,

CHUN WEN TAI, MFA

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SELECTED WO RKS BY

HHHHH

NÉON 08

H , , . UUUUU CEO FFFFFFF KKKKKK,

. GMUND

’’

A SMALL ACTION ENORMOUS CHANGE

THOUGHTS ON ACTION PAPERFROM THE THINK ON PAPER SERIES OF PROMOTION FROM GUMND

EVEN THE SMALLEST HUMAN ACTIONS

T I T LE CATEGORY

PRINT/BOOK/DIGITAL CHA PTE R

ESTABLISH

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PR OJ ECT

Forge /M A R I E O S M O N D

“ T H E G O O D LO R D M A D E U S A L L O U T O F I R O N . T H E N H E T U R N S U P T H E H E AT TO F O R G E S O M E O F U S I N TO S T E E L .”

PROJ ECT

OBJECTIVE

THE ESCAPE PLAN

Metal needs a forger like branding needs a designer. Designers pour their lives into the brands they c reate to make them glow and shine. We had to h e lp a

COURSE

dying brand rebuild its identity in a new market while keeping its old soul.

NATURE OF IDENTITY

CATEGORY

DESCRIPTION

PRINT/DIGITAL/IDENTITY

I chose Tower Records to be my client and defined its “soul” as how they provide music experiences and an environment that lets people relax an d

INSTRUCTOR HUNTER WIMMER

enj oy the music . Because it is not enough to satisfy the public now w it h s i m p l e ex p e r i e n c e s , t h e c o m p a n y c l o s e d d ow n i n 2 0 0 6 . T h e n ew Towe r provides more than music experiences. It gives people experiences t h at touc h on all f ive senses: hearing, touching, seeing, tasting, and sme llin g.

/2013 FALL

This is Tower ’s new soul and I redesigned its logo to match. The five senses are represented in five levels of a tower. It says everything on the logo. In this proj ect, I learned how to create a brand identity f rom the logo de s ign , color palette, and ty peface system that fall within the direction of Towe r. The expression and the expansion are all in one guidebook. I also d e s ign e d a website for this company so that more people can experience it.

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THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL CHA PTE R

FORGE

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PR OJ ECT

T I T LE

THE ESCAPE PLAN

CATEGORY

PRINT/IDENTITY/DIGITAL

CHA PTE R

FORGE

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PR OJ ECT

Cultivate /VO L T A I R E

“ W E M U S T C U LT I VAT E O U R OW N G A R D E N . W H E N M A N WA S P U T I N T H E G A R D E N O F E D E N H E WA S P U T T H E R E S O T H AT H E S H O U L D WO R K , W H I C H P R OV E S T H AT M A N WA S N OT B O R N TO R E S T.”

PROJ ECT

OBJECTIVE

ECO+

While on the path for developing the senses, such as taste, designers need to have the ability to critique each other’s work. Designers need to understand what is good

COURSE

and absorb it in order to cultivate their own styles. This course was a packaging

PACKAGING 2

class. Its purpose was to design the packaging of a powder paint collection to include containers, brushes, swatch cards, and other accessories. Instead of using

CATEGORY

metal and plastic, we had to use sustainable materials to design it.

PACKAGING/IDENTITY

DESCRIPTION INSTRUCTOR TOM MCNULTY

/2013 FALL

This proj ect tried to approach the structure and material use of the pro du ct , so I picked a designer to establish the sty le of my design. P hilipp St arc k, an interior and arc hitectural designer, has his own product line. The tre n din g issue of environmental protection gave him a chance to start a powde r paint collection with uses for interiors and exteriors. The concept of Eco P lu s was inspired by the way bees collect f lower pollen and turn it into honey. B e e s use this honey to build their houses j ust like powder paint is used to de co rate houses with a natural, organic, and sustainable result. The graphic e le m e nt s on the packaging were borrowed f rom P hilipp Starck’s “ identic al +” s ign w h ile the structure of the powder paint was a hexagon. The resulting packagin g was also easy to stac k and display.

090

T I T LE

ECO+

CATEGORY

PACKAGING/IDENTITY

CHA PTE R

CULTIVATE

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Eco

Powder mixed Paints Zero voc and eco- friendly Exterior paints

Flat

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PR OJ ECT

T I T LE

ECO+

CATEGORY

PACKAGING/IDENTITY

CHA PTE R

CULTIVATE

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PR OJ ECT

T I T LE

ECO+

CATEGORY

PACKAGING/IDENTITY

CHA PTE R

CULTIVATE

Eco-paint for interior and exterior

4 in

E+145 E+365

E+24

10in

E+11

E+76 E+48

E+41

E+33

Eco-paint for interior and exterior

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PR OJ ECT

T I T LE

ECO+

CATEGORY

PACKAGING/IDENTITY

CHA PTE R

CULTIVATE

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PR OJ ECT

T I T LE

CATEGORY

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PR OJ ECT

T I T LE

ECO+

CATEGORY

PACKAGING/IDENTITY

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PR OJ ECT

T I T LE

ECO+

CATEGORY

PACKAGING

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PR OJ ECT

frustrated /H. JACKSON BROWN, JR.

“ W H E N YO U A R E A N G RY O R F R U S T R AT E D, W H AT CO M E S O U T ? W H AT E V E R I T I S , I T ' S A G O O D I N D I C AT I O N O F W H AT YO U ' R E M A D E O F.”

PROJ ECT

OBJECTIVE

CAN YOU READ MY MIND

Designers get frustrated sometimes and express their feelings in their work. They use their abilities to let everyone easily understand what they are feeling.

COURSE

Like the title of this course, we experimented with ty pe. Ty peface c an be a

TYPE EXPERINMENT

graphic or a pattern in your work. We were able to c hoose f rom ty p e, ph o to s , patterns or any form of media we preferred. We had to print them on transparent

CATEGORY PRINT

paper or make the paper transparent before putting them onto the projector. The projected object became the image for a song’s poster.

INSTRUCTOR

DESCRIPTION

STAN ZIENA

I chose The Killer ’s “Can You Read My Mind” to be the song for this poster. This song describes a person who wants to let his lover know how he fee ls in h is

/2012 SPRING

heart. Because it is bitter-sweet, I used red to represent the love between them and green to stand his bitterness that he feels in wanting his love to understand how he loves her. I used big bold ty pe to express how his strong love an d t h e ir love story were like a beautif ul movie that plays again and again in h is m in d. This proj ect was really f un because we could use our own methods to de live r what we wanted to say.

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CAN YOU READ MY MIND

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PR OJ ECT

ARTIST The Killers

GENRE Alternative, Indie, Rock

ALBUM Live From The Royal Albert Hall

MY MEANING Love is the most interesting thing in the world. This song has a joyful symphony. It feels like the sunrise just began. Everything is new and fresh. I understand this song with a story. A guy trying to propose marriage with a girl called Elizabeth. He wishes this girl can let him take care of her for the rest of her life. He is exciting but nervous. He hopes this girl can read his nd say “I do”.

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PR OJ ECT

Brandonflowers,Mark August Stoermer, Dave Brent Reuning

WRITER

Alternative, Indie, Rock

GENRE

Live From The Royal Albert Hall

Love is th world. Thi It feels lik thing is n song with marriage wishes thi her for th but nervo his mind a

CHA PTE R

ALBUM

The killers

ARTIST

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READ MY MIND

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PR OJ ECT

MFATHESIS /G E O R G E A L L E N , S R .

“ E V E RY T I M E YO U W I N , YO U ' R E R E B O R N ; W H E N YO U LO S E , YO U D I E A L I T T L E .”

PROJ ECT

OBJECTIVE

BLINK- TO FOSTER CHILDREN'S

We have to combine our skills to create professional-level work that shows

BETTER EYE HEALTH

the research and findings on a chosen topic. We then have to create a solution with deliverables to solve the problem surrounding our chosen topic.

COURSE MFA THESIS

DESCRIPTION My thesis will foster improving children’s eye health. I have really bad eye sight

CATEGORY

due to incorrectly using my eyes. I have been dealing with nearsighte dn e ss

EXHIBITION

since I was eight. I wish that my parents and I had known more abo u t h ow to correctly use my eyes when I was younger. Now there are many technological

INSTRUCTOR

devices on the market, such as tablets, smart phones, and computers. Children re a d i l y u s e t h e s e d ev i ce s , b u t i f t h ey h ave n o t d eve l o p e d p ro p e r eye h e a l t h

PHIL HAMLETT/

habits, they will have to deal with many eye health issues for the re st o f t h e ir

CAROLINA DE BARTOLO/

life. I created a Bluetooth monster to replace parents when it comes to taking

ARIEL GREY

c a re o f c h i l d re n ’s eye h e a l t h . I wa n t t h e m to e s t a b l i s h h e a l t hy h a b i t s w h e n using their eyes and I want them to know that the most important a s pe ct o f

/2013-2014

eye h e a l t h g o e s b eyo n d e a t i n g c a r ro t s . I n s te a d , c h i l d re n n e e d to l e a r n t h a t healthy eyes also result f rom f requently resting them while using the m .

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BLINK

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EXHIBITION

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PR OJ ECT

T I T LE

BLINK

CATEGORY

EXHIBITION

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PR OJ ECT

T I T LE

BLINK

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EXHIBITION

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BLINK

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specialthanks TO MY FAMILY AND FRIENDS Thanks my family and friends for supporting me all these four years. You guys help me go through the frustration when I have doubt s . and share my happi- ne s s when I complete many though tasks. Mom, dad, vivian, Chi Chi, Aj, Yun, Lu Lu, Paul, KD, Herng and all my friends who helped and suppor ted me in this journey. I love you all.

TO MY INSTRUCTORS You thought many impor tant things on graphic design in this school and the attitude to be a graphic designer. I will carr y on what i learned and continue my dream. Mar y Scot t, Phil Hamlet t, H unter Wimmer, you have gave me many valuable thinking that I will never forget in my life. Your great skills and wisdom inspired me in this journey. I will keep going to pursuit my dream and I hope to make you proud when I step out into the real world. Also, special thanks to C arolina De Bar tolo who inspired me a lot on my thesis, and the patience to lead me on the right path. Stan Zienka, my friend, I will n eve r f o rg e t yo u r u n i q u e a n d a r t i s t i c w ay o n e x p re s s d e s i g n . A n d t h a n k s to B o b S l o te , M i c h a e l K i l g o re , Ariel Grey, Thomas McNulty, Scott Rankin, Diep Le and Amirah Schwar tz. Thank you all and I will never forget it. 122

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NÉONnew one C O P Y RIGHT ©2014 CHUN WEN TAI All right re ser ved . N o par t of this book may be reproduced, in any form or by any means, without the permis sion of Chun wen Tai. C O N T ACT Phone// 415 601 1146 Email// chunwentaigmail.com Website// www.chunwentai.com A C A D EMY OF ART UNIVERSITY 79 New Montgomery Street, San Francisco, CA 94105 D I R E CTOR

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