Core

EXCELLENCE PASSION FOCUS MINIMALIST DIVERSITY LOVE IMPULSE HERITAGE MODERN METHOD CORE

CORE

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0O/ ⌐ INTRODUCTION

SEMESTER SUMMER 2010

CLASS

CONCEPT

SENIOR PORTFOLIO

Core is defined as the central, innermost, or most essential part of anything. It is the

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essence that makes something what it is. Human beings also have a core. That core

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is a set of values that make people who they are. I believe in design. I believe that everything produced by a designer is somewhat a reflection of what their core values are. Their values in life are constantly influencing their perspective toward different

5 WEEKS

situations. These values ultimately intergrated into every design they create. This

FORMAT

book is showcasing how my values in life play a part in my design process and how

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they relate to the things that I’ve done.

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INTRODUCTION ¬

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BOOK CONCEPT ¬ Introduction

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CORE P_000 - P_168

IMPULSE

HERITAGE

LOVE

FOCUS

DIVERSITY

MODERN

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METHOD

EXCELLENCE

MINIMALIST

PASSION

THANK YOU

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TABLE OF CONTENTS ¬

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CLASS ¬ Graphic Design 3

01/ ⌐ PROJECT

SEMESTER SPRING 2008

IMPULSE CLASS

PROJECT INFO

GRAPHIC DESIGN 3

The older we get, the more we tend to plan out our life: where we’re going, what we’re

INSTRUCTOR

eating, which clothes we’re wearing, and so on. After a while, we’ll get used to the idea

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planning your life according to a schedule and forget about spontaneity. In 1990s, two students in Vienna, Austria, started a new movement of artistic experimental photography of unorthodox snapshots using small cameras, which quickly spread

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around the world. That year, Lomography was born. Lomography became popular

FORMAT

and soon their philosophy of embracing spontaneity and freedom is spread around

1 LOGO, 3 POSTERS, 1 BOOKLET,

the globe. This project is about creating a system for an exhibition that is held

ADVERTISING MATERIALS, GIVEAWAY

by Lomography for Lomographers around the world. The idea is to highlight their

ITEMS, NAME TAG, TICKETS.

philosophy as well as showcasing the artworks of Lomographers. So don’t think. Don’t worry about any rules. Follow your impulse. And enjoy!

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HAVE YOU EVE OF LOMOGRA ⌐ PHASE 1

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PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Graphic Design 3

<EXHIBITION SELECTED> LomoGlobalEvent by Lomography

<INSTRUCTOR> Kelly Conley

<Founded Year> 1997

<DESIGN OBJECTIVE> To create a collateral system for an exhibition. This includes logo, brochure, posters, name tags, tickets, and promotional pieces.

<SEMESTER> Spring 2008

<COMPANY HISTORY> It was in the early 1990s when two students in Vienna, Austria, discovered a small enigmatic Russian camera, the Lomo Kompakt Automat, and started a new style of artistic experimental photography of unorthodox snapshots.

In the blink of an eye the Lomographic message spread around the planet and people from North to South were screaming for Lomo LC-A’s. So they hopped on a plane, flew to St. Petersburg and negotiated a contract for the worldwide distribution of this fantastic little camera. Then everything happened quickly for Lomography. We set up the 10 golden rules as our guiding principals, held numerous exhibitions, world congresses, parties and events.

Mounted groundbreaking collaborations and projects, installed lomography.com as our communication hub, developed new products, films and accessories all while opening up Lomography Gallery Stores in metropolises worldwide.

<DURATION> 12 Weeks

<OVERVIEW> Designing a collateral system for an exhibition of your own choosing.

<PROBLEM> Coming up with a logo and an extensive system of promotional pieces.

<PRODUCTS> Our product collection began with the incredible Lomo LC-A whose success let us keep the iron hot and striking with a steady stream of tasty and stimulating products. Our camera assortment has grown to include an assortment of offbeat optics that produce their own unique and incredible images: the medium format Diana+ and Lubitel 166+, the irresistible Diana Mini, our Instax products, devastating Colorsplash items, the stunning Fisheye camera, multilensed cameras such as the SuperSampler and Oktomat and last but not least, the Horizon panoramic cameras, provide a range of formats for intense Lomographic output. Alongside these creative tools you’ll find one of the most comprehensive offerings of film in the world and a full line of publications, bags, fashion and accessories; thereby rounding out an entire Lomographic lifestyle of irresistible items.

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<KEY ADJECTIVES> Fun, inspiring, mysterious, saturated, contrast, surprise, unpredictable, lively, energetic. <PRIMARY TARGET AUDIENCE> Primary target audience is male and female 18-40 years old who are lomographers. Also, all the lomography products fans out there.

<SECONDARY TARGET AUDIENCE> People who are interested in seeing photography exhibition and want to learn more about lomography. <EXHIBITION NAME> Exposure

<EXHIBITION DETAILS> The event will last for a week.

Lomographers around the world will come and meet at this event while showcasing their works on the famous LomoWall. The event will held workshops, talks, and social gatherings so people can learn more about Lomography while meeting other people from around the world.

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ER HEARD APHY? ⌐ PHASE 4

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START DESIGNING

FINAL PRODUCTS

<MOOD BOARD> Color Palette, inspiring objects, places, people, texture, and shape.

<LOGO> Logo for Exposure

<LOGO SKETCHES> A selection of rough initial sketches.

<LOGO REFINEMENTS> Refinements of a several directions that have potential. <COMPUTER REFINEMENTS> One logo selected and refined for the digital version.

<POSTER IDEAS> Using mechanical drawings of different lomo cameras for the posters.

<DESIGN ELEMENTS GATHERING> Start drawing the vectors needed for the posters and the booklet.

Search for relevant lomo photos for the booklet. Research the talks and sessions they have during the event.

Collecting photographs for environmental advertising of the event.

<BOOKLET> Booklet for participants that contains all the necessary information needed about the exhibition program. <POSTERS> A set of posters promoting the events.

<NAME TAG> Name tag design for participants. The name tag has a slot where people can put their own lomo photograph in as a part of the name tag. <ADVERTISING> Various sample of environmental advertising that can be used to promote the event.

<GIVEAWAY BAG> Giveaway bag for participants to put all the items needed for the event.

<BOOKLET DESIGN> Make pagination for the pacing of the booklet. Start designing the inside of the book and putting in the information needed into the booklet. <ADVERTISING> Creating environmental advertising for the event. <GIVEAWAY ITEMS DESIGN> Start designing the giveaway bag, name tag, and tickets. <FINAL REVISION> Revising all the design for final production process.

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¬ LOMOGRAPHY CAMERAS

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¬ CAMERAS <1> <2> <3> <4> <5> <6>

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Diana F+ Fisheye no.2 SuperSampler Holga CFN 120 Red Horizon Kompakt Lomo LC-A+ RL

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¬ BIRTH OF A REVOLUTIONARY PERCEPTION It was in the early '90s when two students in Vienna, Austria, discovered a small enigmatic Russian camera, the Lomo Kompakt Automat, and started a new style of artistic experimental photography of unorthodox snapshots. In the blink of an eye the Lomographic message spread around the planet and people from North to South were screaming for Lomo LC-A’s. So they hopped on a plane, flew to St. Petersburg and negotiated a contract for the worldwide distribution of this fantastic little camera.

Then everything happened very quickly for Lomography. We set up the 10 golden rules as our guiding principals, held numerous exhibitions, world congresses, parties as well as events. Mounted groundbreaking

What started out spontaneously as a pure artistic approach to photography in the Vienna underground scene developed into Lomography becoming an international sociocultural movement using photography as a creative approach to communicate, absorb and capturing the world. Today we are a globally active organization dedicated to experimental and creative visual expression, a playful combination of lo-tech and hitech and the amalgamation of a cultural institution with a commercial photographic and design company focussing entirely on the unique imagery, style and approach of analogue photography and its further development. — Lomography.com

collaborations and projects, installed lomography.com as our communication hub, developed new products, new films and accessories all while opening up Lomography Gallery Stores in metropolises worldwide.

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¬ LOMO GLOBAL EVENT The story begins: 1997, a few years after the founding of the Lomographic Society International in Madrid. At this occasion, Lomography announced EXPOSURE—the big LomoGlobalEvent 1997-2007—and invited all Lomographers to take part in the realization of the utopian Lomographic dream: to create the biggest, all-embracing, most diverse and colourful, most authentic and most spectacular Lomographic portrait of the surface of the world, of all times.

Ten years, and innumerable projects in all parts of the world later, we have come to close proximity of this ultimate vision: nearly one million Lomographers have already participated in the creation of what has lead to the LomoWorldArchive with almost 5 Million pictures up to date.

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¬ Exposure Logo

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¬ Booklet Spreads

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¬ Name Tags

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CLASS ¬ Package Design 3

02/ ⌐ PROJECT

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HERITAGE CLASS

PROJECT INFO

PACKAGE DESIGN 3

Beck’s beer has been around since 1873 and it has a rich history of highlighting its

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German heritage. Being one of the best selling breweries in German, Beck’s takes

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pride in its German root. They brewed their beer according to the German Purity Law of 1516 and their logo, a key, is a reflection of the coat of arms of Bremen, where the brewery is located. In this project, one question was asked, “How can we make Beck's beer stands out from its competitors?”. The solution was to create a design

FORMAT

that is more unique and personal which could make Beck’s Beer easily spotted by

PREMIUM BOTTLES, 1 PREMIUM CAN, 1

the consumer. Combining this idea with the elements of German Heritage that the

PREMIUM LIGHT BOTTLE, 1 CARRYING

current Beck’s Beer has created a new look for their beer.

CASE, LABEL DESIGN

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PROJECT 2 ¬ Beck’s Beer

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HOW CAN BEC STAND OUT F COMPETITOR ⌐ PHASE 1

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PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 3

<BRAND SELECTED> Beck’s Beer

<INSTRUCTOR> Thomas McNulty

<Founded Year> June 1873

<SEMESTER> Fall 2009

<FOUNDER> Lüder Rutenberg, Heinrich Beck, and Thomas May (was formed under the name Kaiserbrauerei Beck & May o.H.G.)

<DESIGN OBJECTIVE> To create a new packaging and design for the Beck’s Beer line to lift up the brand and give the brand a new look that is more modern and refreshing. Creating new packaging and design will also helps to attract the new and existing consumers to buy the products and re-establishing the brand image in the market. The look and feel of the identity should be young, modern, and energetic in order to appeal to the main key demographic, which is between the age of 14—18 years old.

<DURATION> 8 Weeks

<OVERVIEW> Brand redesign and packaging application. <PROBLEM> The current Beck’s label is similar to the competitors’ labels.

<COMPANY HISTORY> Beck’s Brewery (Brauerei Beck & Co) is a brewery in the north German city of Bremen. Owned by local families until February 2002, it was then sold to Interbrew for 1.8 billion euros (2.1 billion U.S. dollars). The brewery was formed under the name Kaiserbrauerei Beck & May o.H.G. on 27 June 1873 by Lüder Rutenberg (8 February 1816—14 June 1890), Heinrich Beck, and Thomas May. On 1 October 1875, Thomas May left the brewery which then became known as Kaiserbrauerei Beck & Co.

Beck’s logo, a key, is the mirror image of the coat of arms of Bremen. Since Beck’s is located on the river of a port city, it was easy to ship out its beer to the world at large and become an international beer powerhouse. Beck’s is known for its pale lager & was the first German beer company to use green bottles. Beck’s is the number one German export beer by volume and is sold in over 100 countries. <PRODUCT LINE> Beck’s - the main brand, a pilsener Beck’s Premier Light - only 64 calories Beck’s Gold Beck’s Green Lemon Beck’s Green Lemon Alcohol Free Beck’s Chilled Orange Beck’s Level 7 Beck’s Ice Beck’s Vier Beck’s Dark Beck’s Oktoberfest

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<KEY ADJECTIVES> Refreshing, different, new, young, unique, dirnkable, trendy, popular, affordable, special, flavorful.

<TARGET AUDIENCE> Beer drinkers around the world, age 2140 years old male. Beck’s current core demographic is single 18-25 years old male. <PRICE RANGE> $6.49-$7.99

<DIRECT COMPETITORS> St. Pauli Girl, Budweiser, Warsteiner, Heineken, Coors, Miller, Clausthaler Golden Amber, Buckler <INDIRECT COMPETITORS> Carlsberg, Clausthaler Pilsner, Dutch Windmill.

<ADDITIONAL RESEARCH> Research on current beer bottle labels.

Research on the shape of beer bottles.

Research on elements important to Beck's company & German.

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<MOOD BOARD> Color palette, inspiring objects, people, texture, and shape.

<LABEL> Label design for the beer bottle.

<TYPE BOARD> Selection of Sans Serif and Baroque typefaces to choose from.

<LOGO SKETCHES> A selection of rough initial sketches and label shape ideas.

<PACKAGING> 3 Bottle of Premium Beer 1 Bottle of Light Beer 1 Can of Premium Beer 1 Carrying Case

<PRESENTATION> In-class presentation to teacher and fellow classmates.

<LOGO REFINEMENTS> Refinements of a several directions that have potential.

<BOTTLE SELECTION> Purchasing beer bottle for final project. <COMPUTER REFINEMENTS> A couple of logos selected and refined for the digital version. Renderings of the bottle and label were created on Adobe illustrator.

<VENDORS RESEARCH> Finding vendors to make rubdowns for the label, to make the beer can, and to print the dieline of the carrying case. Ask about the restrictions for production process, price, materials, turn around time, and file preparation. <OUTSOURCING DESIGN> Sending the final design to the vendors—to get rubdown label and beer can produced and also print the beer carrying case.

<APPLICATION> Spray paint the top of the bottles selected. Applying the rubdown to the bottles. Comping the flat printed carrying case. Pick up the beer can from vendor.

PROJECT 2 ¬ Beck’s Beer

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¬ Beck’s Competitors

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¬ Beck's Current Label

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CLASS ¬ Print Design 1

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SEMESTER FALL 2008

LOVE CLASS

PROJECT INFO

PRINT DESIGN 1

Love, one of the greatest gift in life and yet, we still question “What is love?”. In her

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book, Why We Love, Helen Fisher wrote: “People sing for love, work for love, kill for

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love, live for love, and die for love. What is the cause of this sorcery?”. For some of us, we might be able to explain what love is, but for most of us, we are questioning the same thing. This project explores the topic of Love and the science behind it. The

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objective was to promote TED Conference, a small nonprofit devoted to Ideas Worth

FORMAT

Spreading, using one of the topics of the talks that they have in the conference.

1 BOOKLET, 3 POSTERS, MAILERS

The topic Why We Love by Helen Fisher was chosen for this particular project and a set of promotion pieces is created to promote the event.

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PROJECT 3 ¬ Brain in Love

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IS IT LOVE? O LUST? ⌐ PHASE 1

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PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Print Design 1

<ABOUT TED CONFERENCE> TED is a small nonprofit devoted to Ideas Worth Spreading. It started out (in 1984) as a conference bringing together people from three worlds: Technology, Entertainment, Design. Since then its scope has become ever broader.

Along with two annual conferences -- the TED Conference in Long Beach and Palm Springs each spring, and the TEDGlobal conference in Oxford UK each summer --

<TARGET AUDIENCE> 20-60 years old People who are educated and interested in various topics and ideas that can change lives and change the world.

TED includes the award-winning TEDTalks video site, the Open Translation Project and Open TV Project, the inspiring TEDx program and the annual TED Prize.

treat love as an addiction. Explanations in the booklet can be categorized into steps from encounter, tolerance, addiction, and withdrawal. Each chapter can explain about the steps of falling in love and how the brain works when we are in a certain conditions.

<INSTRUCTOR> Megumi Kiyama <SEMESTER> Fall 2008 <DURATION> 7 Weeks

<OVERVIEW> Creating a promotional piece for TED Conference to invite people to come and participate in the conference. <PROBLEM> Promoting Ted Conference using one specific topic from the list of various topics they have for the conference. <DELIVERABLES> 3 Posters: 18"x24" 1 Booklet Mailer for promotion

<TOPIC SELECTED> Brain in Love <SPEAKER> Dr. Helen Fisher

<BACKGROUND> Helen Fisher's courageous investigations of romantic love—its evolution, its biochemical foundations and its vital importance to human society—are informing and transforming the way we understand ourselves. Fisher describes love as a universal human drive (stronger than the sex drive; stronger than thirst or hunger; stronger perhaps than the will to live), and her many areas of inquiry shed light on timeless human mysteries, like why we choose one partner over another. <BOOK RESOURCE> WHY WE LOVE: The Nature and Chemistry of Romantic Love

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<KEY ADJECTIVES> Informational, inspiring, creative, fun. <CONCEPT IDEAS> 1. Addicted to love: The idea is to

2. The Greatest Reward of Life: The concept of making the book about 'rewards' in life (e.g walking barefoot in fresh grass, taking a long relaxing shower, coffee, the smell of freshly cut grass, watching sunrise, walking on the beach, dark chocolate, grea wines, etc), which eventually lead to the greatest reward of life, Love. Along the way, the information and explanations will be put into the book.

3. The (Brain) Manual for Love: The look will be more scientific and informative with illustrations and diagrams. The tone is more serious, as if it came out from a medical journal. <DELIVERABLES> 3 Posters, 1 Booklet, Mailer Promotion.

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<DATA GATHERING> Collect data and research and compile the necessary information for the topic and the content of the booklet.

<Booklet> 49-page perfect bound Booklet for the event.

<PAGINATION> Make pagination for the booklet pacing. <DESIGN ROUGHS> Preliminary designs for the posters and the booklet. <CONCEPT> Brain in Love.

<3 Posters> A series of posters for event promotion.

Poster size: 18" x 24" <3 Mailer> 3 different mailer for promotion. <Final Presentation> In-class presentation to teacher and fellow classmates.

<REVISIONS> Select a direction and concept. Start refining the design elements. <VENDORS RESEARCH> Research on vendor to find out where to print the oversize posters and perfect bind the brochure. <FINAL REFINEMENTS> Finalizing designs for printing and send files to printers.

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¬ Research

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¬ Inside Spreads

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SEMESTER FALL 2009

FOCUS CLASS

PROJECT INFO

PACKAGE DESIGN 3

Everything in life always has a central point that essentially defines what that object

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or person or thing is: vision for the eyes, smell for the nose, and hearing for the

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ears. Inspired by Leica camera, this project focuses on expanding Leica products to another area that has nothing to do with their current lines of product—the area of skin care. Just as Leica’s focus is in its product excellence, CORE Skin Care by Leica will focus on how to help you to have excellent skin.

FORMAT 5 BOTTLES, 2 TUBES, 1 IN-STORE DISPLAY, I BOX OF RETAIL PACKAGING.

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PROJECT 4 ¬ Leica Skin Care

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WHAT IF LEIC A SKIN CARE ⌐ PHASE 1

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PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 3 <INSTRUCTOR> Thomas McNulty

<BRAND SELECTIONS> Proposed brand names are: Apple, Nintendo, Nescafe, Tiffany & Co, Duracell, Coca Cola, Mini Copper, Leica, Facebook, Twitter.

<TARGET AUDIENCE> 20-50 years old People who strive for perfection and comfort, and who is familiar with Leica products.

<SEMESTER> Fall 2009

<BRAND SELECTED> Leica

<DURATION> 8 Weeks

<FOUNDER> Oskar Barnack

<KEY ADJECTIVES> Revolutionary, unique, light, comfort, artistic, freedom, classic, perfection, and innovative.

<OVERVIEW> Creating a new line of skin care products and in-store product display.

<LOCATION> Ernst Letiz Optische Werke, Wetzlar

<PROBLEM> Creating a brand new skin care line for an existing brand that is not in the cosmetic industry.

<FOUNDED YEAR> 1913

<PRODUCT LINES> Camera, Lens, Binocular <COMPANY OVERVIEW> See Documents

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

<PRICE RANGE> $20-$100. Price varied according to product type.

<BRAND NAMING> Come up with a sub-brand name for Leica Skin Care Line. <COMPETITORS> Clinique, Clarins, Jo Malone, John Varvatos, Shiseido.

SEMESTER ¬ Fall 2009

PROJECT ¬ 1

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CA CREATED LINE? ⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<MOOD BOARD> Color Palette, inspiring objects, places, people, texture, and shape.

<Logo> Logo for CORE Skin Care

<TYPE BOARD> Selection of Sans Serif and Slab Serif typefaces to choose from.

<NAME PROPOSAL> M Series (M for Messucher= Viewfinder), Magnum, Evolve, Evolution, Vitality,

<5 Skin Care Bottles> 1 Bottle of Shaving Cream 1 Bottle of Facial Toner 1 Bottle of Facial Cleanser 1 Bottle of Moisturizer 1 Bottle of Body Deodorant <2 Skin Care Tubes>

Charisma, Core. Core is selected as the name of the skin care line.

1 Tube of Eye Cream 1 Tube of Sun Protection

<BOTTLE SHAPE RESEARCH> Research on bottle shape and competitors.

<Bottle Labels> 7 Front Labels 7 Back Labels

<BOTTLE LABEL> Bottle label variation & explorations. <COMPUTER RENDERINGS> 3D Renderings for the actual design

<Gift Box> Gift Box Design for Retail

<DISPLAY RENDERINGS> Vector mechanical specifications

<In-Store Display> 1 In-Store Display 5 Bottle Holders 2 Tube Holders

<BOTTLE COLORS> Leica Colors - Black, Red, Grey, White <PRODUCTION STAGE> Design, rubdowns, model making, final applications.

<Presentation> In-class presentation to instructor and fellow classmates.

PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 3

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¬ 1 ⌐ BIRTH OF A REVOLUTIONARY PERCEPTION Oskar Barnack’s genius idea of creating the small format 35mm camera created a revolution in photography in 1925, paving the way for the birth of the Leica Legend.

Leica: that means best German Engineering and a special culture of the picture. Our eyes have the greatest influence over how we perceive and understand our world. Leica has a long history of focusing on perception and has developed innovative instruments that afford a unique seeing experience.

The result is a renowned series of cameras and lenses, not to mention projectors, and a superb range of sport optics including high-aperture and also laser rangefinder binoculars, and spotting scopes. ⌐ HIGH IDEALS AND QUALITY Leica always stands for visual enjoyment and lasting value, offering the highest possible reliability and durability. All Leica cameras and lenses are the result of decades of experience, uncompromising high quality standards, and a continuous development by a very highly innovative international teams. The best materials, combined with reliable precision mechanics and careful manufacturing, guarantee outstanding performance even in severe conditions. The superior quality of Leica Service guarantees that Leica products will offer decades of enjoyment and lasting value.

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SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2009

PROJECT ¬ 1

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¬ 3

¬ 4

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¬ WHO CAPTURED THE SHOTS <1> EISENMARKT 1914 by Oskar Barnack <2> SUNDAY ON THE BANKS OF THE MARNE by Henri Cartier Bresson, 1938 - Magnum <3> NEW YORK by Ernst Leitz II, 1914 <4> DEATH OF A LOYALIST SOLDIER by Robert Capa, 1936 - Magnum <5> MARYLIN MONROE DURING FILMING OF THE MISFITS by Inge Morath, 1960 - Magnum <6> REAR VIEW MIRROR by Elliott Erwitt, 1955 - Magnum <7> SERRA PELADA by Sebastio Salgado, 1986 - Amazonas Images Source: leica-camera.com

PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 3

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¬ LOGO

¬ CORE

¬ LABEL

SELECTED WORKS OF ¬ Angela Wijaya

¬ PACKAGING

SEMESTER ¬ Fall 2009

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PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 3

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¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2009

PROJECT ¬ 1

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PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 3

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⌐ EXPLORATIONS OF IDEAS PRELIMINARY SKETCHES

¬ 1

<1> Bottle Shape Explorations <2> Point of Purchase Display Sketches

¬ 1

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SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2009

PROJECT ¬ 1

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¬ 2

PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 3

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.2" .2"

.2" .2"

1.1"

1.5"

.2" .2"

.2" .2"

1.7"

.2" .2"

11.2"

.2" .2"

12 "

11.7" 11.4"

.2" .2"

1.45"

.2" .2" .2" .2"

1.5"

.2" .2"

4"

.2" .2"

0.75"

.2" .2"

.2" .2"

0.75"

.2" .2"

12 "

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2009

PROJECT ¬ 1

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PROJECT 4 ¬ Leica Skin Care

GR 460 ¬ Senior Portfolio

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CLASS ¬ Identity Design 2

05/ ⌐ PROJECT

SEMESTER FALL 2008

DIVERSITY CLASS

PROJECT INFO

IDENTITY DESIGN 2

This world has hundreds of nations and a multitude of diverse cultures. Experiencing

INSTRUCTOR

cultures other than your own opens your eyes to a completely new set of perspectives.

THOMAS MCNULTY DURATION

The Youth Olympic Games (YOG) is an event that gives you the opportunity to do just that. Specially founded for young adults, YOG gives a healthy environment to compete, learn, and experience the cultural diversity of the world. Newly founded in 2007, the

8 WEEKS

event does not has any logo that can best represent it. This project is about finding an

FORMAT

identity that represents the richness of cultures around the world, while associating it

1 LOGO, 1 STANDARD MANUAL BOOK,

with its parent event, the Olympic Games.

1 CD-ROM STANDARD MANUAL, APPLICATIONS

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SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

2

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P/ 075

PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Identity Design 2

076

WHAT BEST R YOUTH OLYMP ⌐ PHASE 1

⌐ PHASE 2

⌐ PHASE 3

PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Identity 2

<EVENT SELECTED> Youth Olympic Games 2010 (YOG 2010)

<INSTRUCTOR> Thomas McNulty

<Founded Year> 2007

<SEMESTER> Fall 2008

<FOUNDER> International Olympic Committe (IOC) President, Jacques Rogge.

<DESIGN OBJECTIVE> To create an identity that truly express the Olympic values and to inspire young athelete and young generations to participate in the movement. The look and feel of the identity should be young, modern, and energetic in order to appeal to the main key demographic, which is between the age of 14—18 years old.

<FIRST EVENT LOCATION>

<KEY ADJECTIVES>

Singapore

Young, New, Energetic, Festive, Unity, Inspirational, Hope, Impact, and Future.

<DURATION> 8 Weeks

<OVERVIEW> Creating a complete identity and graphic standards manual for a sporting event. <PROBLEM> The chosen event does not have a good logo or any logo at all.

<VISION> The vision of the Youth Olympic Games is to inspire young people around the world to participate in sport and adopt and live by the Olympic values. It was during its session in Guatemala in July 2007 that the IOC decided to create a new sporting event to educate, engage and influence young athletes inspiring them to play an active role in their communities.

<WHAT ARE THE YOG> The Youth Olympic Games are a sporting event for young people, balancing sport, education and culture. These Games work as a catalyst in these fields throughout the Olympic Movement. <SLOGAN> Blazing the Trail

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SELECTED WORKS OF ¬ Angela Wijaya

<TARGET AUDIENCE> Youth atheletes who participate in the YOG. Young people, men, and women from all over the globe who are interested in sport and the Olympic movement. <COMPETITORS> European Youth Olympic Festival Australian Youth Olympic Festival Commonwealth Youth Games <INDIRECT COMPETITORS> Olympic Games Universiade Asian Games

<UNIQUE SELLING POINT> The first Youth Olympic Games ever held; Promote Olympic Spirit to a younger audience; Young, energetic, diverse, full of spirit.

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

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REPRESENTS PIC GAMES? ⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<MOOD BOARD> Color Palette, inspiring objects, places, people, texture, and shape.

<LOGO> Logo for Youth Olympic Games 2010

<TYPE BOARD> Selection of Sans Serif and Slab Serif typefaces to choose from. <LOGO SKETCHES> A selection of rough initial sketches.

<APPLICATIONS> Various applications for the event.

<STANDARD MANUAL BOOK> 1 Standard manual book for the event’s identity system.

<LOGO REFINEMENTS> Refinements of a several directions that have potential. <COMPUTER REFINEMENTS> One logo selected and refined for the digital version.

<STATIONERY SYSTEM> Applying the logo on business card, letterhead, envelope, and mailing label. <APPLICATIONS> Applying the logo on different applications for the event. This includes shirt, bag, pen, flag, key chain, mug, clock, notebook, cap, tickets, press pass, and advertising materials. <STANDARD MANUAL> Designing a standard manual book for Youth Olympic Games 2010.

PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

CLASS ¬ Identity Design 2

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¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

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PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

CLASS ¬ Identity Design 2

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¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

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PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

CLASS ¬ Identity Design 2

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¬ STATIONERY SET

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

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¬ DIN Regular

ABCDEFGHIJKLMNOPQRSTUVW abcdefghijklmnopqrstuvw 1234567890 !@#$%^& ¬ Gotham Light

ABCDEFGHIJKLMNOPQRSTUVW abcdefghijklmnopqrstuvw 1234567890 !@#$%^&

PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

CLASS ¬ Identity Design 2

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¬ PRESS PASS

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

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¬ TICKETS

¬ CAPS & KEY CHAIN

PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

CLASS ¬ Identity Design 2

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¬ T-SHIRT

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2008

PROJECT ¬ 1

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¬ SOUVENIR

¬ LUGAGE TAG

¬ MUG

PROJECT 5 ¬ Youth Olympic Games

GR 460 ¬ Senior Portfolio

P/ 088

CLASS ¬ Package Design 2

06/ ⌐ PROJECT

SEMESTER FALL 2007

MODERN CLASS

PROJECT INFO

PACKAGE DESIGN 2

Russel Wright was an American industrial designer who revolutionzed American

INSTRUCTOR

homes with his affordable, mass produced designs. Paving the way for a modern

JENNIFER STERLING

living, Russel Wright invented a unique American lifestyle: ‘Easier Living’ that

DURATION 7 WEEKS

emphasizes on a gracious yet contemporary and informal style for American homes.

For this project, we were to come up with an idea for Russel Wright paint line. What would it look like? How will the characteristics and the signature style of Russel

FORMAT

Wright’s works translate into paint cans? The solution is to use Russel Wright’s

3 BIG PAINT CANS, 3 MEDIUM PAINT

works as an inspiration to the design of the paint cans. The paint cans reflected

CANS, 3 SAMPLER CANS

the nostalgic feeling of Russel Wright’s works but yet still looks modern.

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

090

EVER WONDE RUSSEL WRIG WOULD LOOK ⌐ PHASE 1

⌐ PHASE 2

⌐ PHASE 3

PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 2

<ABOUT RUSSEL WRIGHT> Russel Wright (April 3, 1904 – December 21, 1976) was an American Industrial designer during the 20th century.

Beginning in the late 1920s through the 1960s, Russel Wright created a succession of artistically distinctive and commercially successful items that helped bring modern design to the general public.

<DESIGN OBJECTIVE> To create a set of paint line inspired by Russel Wright himself and his impressive and amazing works that have created a revolution in American modern design.

Russel Wright Paint is providing all range of consumers in the industry with high quality of paint, in addition to a unique range of colors, and yet, still maintaining a reasonable price. We believe in individual expressions and

Wright is best known for his colorful American Modern dinnerware, the most widely sold American ceramic dinnerware in history, manufactured between 1939 and 1959 by Steubenville Pottery in Steubenville, Ohio. He also designed top selling wooden furniture, spun aluminum dining accessories and textiles. His simple, practical style was influential in persuading ordinary Americans to embrace Modernism in the 1930s, 1940s and 1950s.

Wright's trademarked signature was the first to be identified with lifestylemarketed products, paving the way for personality-driven lifestyle empires such as Martha Stewart, Ralph Lauren and others.

creativity and try to assist all of our consumers by improving the quality of our products overtime and inventing new innovation to our selection of colors.

<INSTRUCTOR> Jennifer Sterling <SEMESTER> Fall 2007 <DURATION> 7 Weeks

<OVERVIEW> Designing a Paint Line for Russel Wright, a famous American Indutrial designer during the 20th century. <PROBLEM> The paint line should reflect Russel Wright’s style and characteristics and make it recognizeable as part of his works.

<MANIFESTO> We believe that art belonged to all of us and that it should be embodied in the everyday tools and furnishings which surrounded us.

We believe in logical concept, and the magic we can use to turn that concept into reality.

We believe in creating our own unique art from the very basic objects in this world.

We believe that the best things in life should be free, or sell for a reasonable price.

We are proud of our native heritage, our own skills and taste.

We admire and appreciate minimalism. <BOOK> Collectors Encyclopedia of Russel Wright: Identification & Values by Ann Kerr

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

<TARGET AUDIENCE> Our target audience is primarily the households industry that deals a lot with the construction of buildings. Our products work well in both the exterior and also the interior of a building.

<COMPETITORS> Benjamin Moore, Behr, Kelly-Moore, Sherwin-Williams, Martha Stewart Living. <PRICE RANGE> $20-$30

<DELIVERABLES> 3 big paint cans, 3 medium pain cans, 3 sampler size cans.

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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P/ 091

ER WHAT GHT’S PAINT K LIKE? ⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<MOOD BOARD> Color palette, inspiring objects, places, people, texture, and shape.

<PAINT CAN LINE> 3 Big Paint Cans 3 Medium Paint Cans 3 Sample Size Cans

<MEASUREMENTS RESEARCH> Buying the paint cans needed for the project and measure the dimension of the cans for the design. <DESIGN ROUGHS> A set of rough designs for exploration of ideas and directions.

<LABEL DESIGN> 1 Big Can Label Design 1 Medium Can Label Design 1 Sample Size Can Label Design <PHOTOGRAPHY>

A set of iamges of Russel Wright's Saucer Cups.

<DESIGN DIRECTION> One design direction is selected and revisions and adjustments are being made. <ADDITIONAL RESEARCH> Visiting Naomi’s Antiques To Go (1817 Polk Street, San Francisco, CA) to find out more about Russel Wright’s works. <PHOTOGRAPHING SAUCER CUPS> Photographing saucer cups for the label design direction. <DESIGN REVISION> Refining the design and putting all the design elements together.

PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

092

⌐ AMERICAN LIFESTYLE Russel Wright revolutionized the American home and the way people lived there. His inexpensive, mass produced dinnerware, furniture, appliances, and textiles were not only visually and technically innovative, but were also the tools to achieve his concept of “Easier Living,” a very unique American lifestyle that was gracious yet contemporary and informal.

Collaborating with his wife Mary Wright, the team’s marketing genius and his partner in conceiving their own “Easier Living” philosophy, Russel disseminated his designs and ideas in exhibitions, books, articles, advertisements, radio interviews, and demonstration rooms in department stores.

In all these enterprises, Russel and Mary converted his name and signature into a recognizable trademark on a par with major manufacturers. They invented lifestyle marketing centered on a compelling persona, paving the way for such lifestyle interpreters as Martha Stewart and Ralph Lauren. Wright’s unique contribution to mid-century modernism embraced American traditions of practicality and simplicity, as well as new materials and technologies.

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

094

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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¬ 1

¬ 2

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¬ 4

¬ COLOR SCHEME <1> <2> <3> <4>

PROJECT 6 ¬ Russel Wright Paint Cans

Citron Green Nutmeg Brown Granite Grey Charcoal Black

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

096

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

098

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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P/ 099

PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

100

¬¬ CORE CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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P/ 101

PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 2

102

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Fall 2007

PROJECT ¬ 1

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PROJECT 6 ¬ Russel Wright Paint Cans

GR 460 ¬ Senior Portfolio

P/ 104

CLASS ¬ Package Design 4

07/ ⌐ PROJECT

SEMESTER SPRING 2010

METHOD CLASS

PROJECT INFO

PACKAGE DESIGN 4

When we want to build something, a procedure, technique or way is needed in order

INSTRUCTOR

for it to be successful or complete. Method and order are needed to create the base

MICHAEL OSBORNE DURATION

of a solid construction of anything. For this project, we were given one question, “What if Target wanted to compete with Williams-Sonoma and Crate & Barrel?”. We were given a freedom to create a store that can compete with these two stores while

15 WEEKS

maintaining the ‘Target Smarts’ ideals that Target has. Using different methods, the

FORMAT

approach for the solutions for this questions varies from using the brand in house

VARIOUS PACKAGING FOR DIFFERENT

approach, the house of brands approach, or the combination of both. The result is

PRODUCTS, LOGOS.

several product line designs were created for different departments in order to capture the look and feel of the store.

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Spring 2010

PROJECT ¬ 1

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PROJECT 7 ¬ Dart Store

GR 460 ¬ Senior Portfolio

CLASS ¬ Package Design 4

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WHAT WOULD END TARGET S LOOK LIKE? ⌐ PHASE 1

⌐ PHASE 2

⌐ PHASE 3

PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 4

<BRAND NAME> DART

<INSTRUCTOR> Michael Osborne

<TARGET> Target Corporation, usually known simply as Target, is an American retailing company that was founded in Minneapolis, Minnesota in 1902 as the Dayton Dry Goods Company. Target mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment.

<DESIGN OBJECTIVE> Designing packaging for a high-end store

by Target. The store should compete with Williams-Sonoma and Crate & Barrel, while still maintaining the ‛Target Smart’ Philosophy that Target has.

<SEMESTER> Spring 2010 <DURATION> 15 Weeks

<OVERVIEW> “What if Target wanted to compete with Williams-Sonoma and Crate & Barrel?”.

The project is to create a store that can answer this question and come up with different packaging designs for the products that can best reflect the idea and the look and feel of the store.

<CRATE & BARREL> Crate & Barrel is a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture (indoor and out), and home accessories. Crate and Barrel offers a variety of “upmarket” housewares, furniture, and related merchandise.

These are displayed in the “vignette” style, where items are grouped together as they might appear in the home. The company was an innovator of this style, which has since become more widely used. <WILLIAMS-SONOMA> Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of home furnishings in the United States and Canada. Our brands are among the best known and most respected in the industry. We successfully market them through all three major channels — retail stores, catalogs, and the Internet. Among all of our brands, we cover every room in the house: from the kitchen to the living room, bedroom, home office, and even the hall closet. <MARKET RESEARCH> Visiting the stores to see the environment, the products, and the people who shop the those stores. <EXISTING PACKAGING RESEARCH> Research on the current packaging that is on the market.

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

<KEY ADJECTIVES> Modern, high-end, friendly, unique, functional, practical, bold, attention to detail, smart, sophisticated. <COMPETITORS> Williams-Sonoma, Crate & Barrel

<TARGET AUDIENCE> Men and women age 28-70 years old with medium to high income brackets. <PROPOSED DEPARTMENTS> Baby & Kids, Home Decor, Food, Appliances, Beauty.

<PRICE RANGE> Price range depends on different products that the store sell.

<UNIQUE SELLING POINT> Under Target Management, modern, smart design and thinking. <SELECTED STORE NAME> DART Store

SEMESTER ¬ Spring 2010

PROJECT ¬ 1

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P/ 107

D A HIGH STORE ⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<MOOD BOARD> Color palette, inspiring objects, places, people, texture, and shape.

<DEPARTMENTS> Store - DART Store Food department - Fork + Knife Chocolate department - Confiture Baby department - Duckie Home & Kitchen department - Dart Appliances Home Decor department - Cottage

<TYPE BOARD> Selection of Serif, Sans Serif and Slab Serif typefaces to choose from.

<AUDIENCE PROFILE> Make an audience profile board to represent the target audience of the store. <PROPOSED DEPARTMENTS> Discussing the solution of how to brand the store. Dividing the store into different departments that best represent Dart store. <LOGO DEVELOPMENT> Creating logo sketches for different departments and making refinements for all the logos that have potential.

<CONCEPT DEVELOPMENTS> Discussing on the concept for different departments. One design direction was picked for each departments. <ADDITIONAL RESEARCH> Research on photography, packaging structures, and information for the packaging.

<LOGO> 1 logo 1 logo 1 logo 1 logo 1 logo

for for for for for

Dart Fork + Knife Confiture Cottage Duckie

<PACKAGING> Food: Dry Pasta & Spices

Duckie: Duckie Bubble - Baby toiletries, Duckie Yum - Baby food, Duckie Soft Baby clothes.

Confiture: Macaroons, Chocolate Squares, Truffles, Chocolate Cherries, and Chocolate Gems.

DART Appliances: Blender, Toaster, Timer, Frying Pan, Mixing Bowl.

Cottage: Utensil Holder, Accent Tray, Vase, Picture Frame, Lamp.

<DESIGN DEVELOPMENT> Start designing the packaging for different products for the store. Made revisions for designs and putting the elements together. <PURCHASING PRODUCTS> Purchasing products needed for the project that go together with the store’s personality. <PHOTOGRAPHY> Photographing the products needed for the package design. <FINAL REVISION> Finalizing all the packaging designs for the product.

PROJECT 7 ¬ Dart Store

GR 460 ¬ Senior Portfolio

P/

CLASS ¬ Package Design 4

108

DART STORE Dart store is a fusion of Target, Williams-Sonoma, and Crate & Barrel.

KEY ADJECTIVE Smart // Simple // Bold // Straight Forward.

AUDIENCE PROFILE Alexis // 30 years old // Senior designer at a design agency // Drives a Lexus ISC hard top convertible // Single // Owns a bichon // In her spare time, she does Yoga // She likes to cook Italian food.

DESIGN & BRANDING APPROACHES Using both house of brands and brands in house approach, the products will highlight the personality and characteristics of Dart store.

DART APPLIANCES

¬ DART APPLIANCES

¬ FORK + KNIFE

¬ CONFITURE

HOME + KITCHEN APPLIANCES

FOOD

CHOCOLATE & SWEETS

<KITCHEN APPLIANCES> Mixing Bowls Measuring Cups Frying Pans Stock Pots Whisk Cooking Utensils Grill Pans Timer

<DRY PASTA> Spaghetti Linguine Rigatoni Penne Elbow

Assorted macaroons Chocolate macaroons Chocolate Squares Truffles Chocolate Cherries Chocolate Gems

<HOME APPLIANCES> Toaster Blender Iron Hand Vaccum Cleaner Wine Opener Shaver

¬ CORE

<SPICES> Paprika Pepper Turmeric Cinnamon

SELECTED WORKS OF ¬ Angela Wijaya

SEMESTER ¬ Spring 2010

PROJECT ¬ 1

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¬ DUCKIE

¬ COTTAGE

BABY FOOD, BABY CLOTHING, BABY TOILETRIES

HOME DECOR

<DUCKIE NYUM> Juice Baby Snacks Yogurt

Picture Frame Wall Art Candle Holder Candles Lamp Wall Clock Vase Curtains Accent Tray Bowls

<DUCKIE SOFT> Socks Bibs Blanket <DUCKIE BUBBLE> Shampoo Body Wash

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CLASS ¬ Package Design 4

07/1 ⌐ PROJECT

SEMESTER SPRING 2010

EXCELLENCE CLASS

PROJECT INFO

PACKAGE DESIGN 4

Confiture is one of the brands that was inveted for Dart store. Confiture specializes in

INSTRUCTOR MICHAEL OSBORNE

chocolate and sweet treats and their products are sold exclusively at Dart. Focusing on the excellence for each products produced, Confiture’s packaging is showcasing this strong quality that the brand has by using photographs of the actual products.

DURATION 15 WEEKS

FORMAT 1 ASSORTED MACAROON BOX, 1 MACAROON BOX, 1 TRUFFLE BOX, 3 CHOCOLATE SQUARE BOX, 2 MILK CHOCOLATE GEMS BOX, 1 CHOCOLATE CHERRIES BOX, 1 CHOCOLATE BAR

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WOULD YOU L GET A TASTE O TREATS? ⌐ PHASE 1

⌐ PHASE 2

⌐ PHASE 3

PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 4

<BRAND NAME> DART

<INSTRUCTOR> Michael Osborne

<TARGET> Target Corporation, usually known simply as Target, is an American retailing company that was founded in Minneapolis, Minnesota in 1902 as the Dayton Dry Goods Company. Target mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment.

<DESIGN OBJECTIVE> Designing packaging for a high-end store

by Target. The store should compete with Williams-Sonoma and Crate & Barrel, while still maintaining the ‛Target Smart’ Philosophy that Target has.

<SEMESTER> Spring 2010 <DURATION> 15 Weeks

<OVERVIEW> “What if Target wanted to compete with Williams-Sonoma and Crate & Barrel?”.

The project is to create a store that can answer this question and come up with different packaging designs for the products that can best reflect the idea and the look and feel of the store.

<CRATE & BARREL> Crate & Barrel is a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture (indoor and out), and home accessories. Crate and Barrel offers a variety of “upmarket” housewares, furniture, and related merchandise.

These are displayed in the “vignette” style, where items are grouped together as they might appear in the home. The company was an innovator of this style, which has since become more widely used. <WILLIAMS-SONOMA> Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of home furnishings in the United States and Canada. Our brands are among the best known and most respected in the industry. We successfully market them through all three major channels — retail stores, catalogs, and the Internet. Among all of our brands, we cover every room in the house: from the kitchen to the living room, bedroom, home office, and even the hall closet. <MARKET RESEARCH> Visiting the stores to see the environment, the products, and the people who shop the those stores. <EXISTING PACKAGING RESEARCH> Research on the current packaging that is on the market.

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SELECTED WORKS OF ¬ Angela Wijaya

<KEY ADJECTIVES> Modern, high-end, friendly, unique, functional, practical, bold, attention to detail, smart, sophisticated. <COMPETITORS> Williams-Sonoma, Crate & Barrel

<TARGET AUDIENCE> Men and women age 28-70 years old with medium to high income brackets. <PROPOSED DEPARTMENTS> Baby & Kids, Home Decor, Food, Appliances, Beauty.

<PRICE RANGE> Price range depends on different products that the store sell.

<UNIQUE SELLING POINT> Under Target Management, modern, smart design and thinking. <SELECTED STORE NAME> DART Store

SEMESTER ¬ Spring 2010

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LIKE TO OF SWEET ⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<DEPARTMENT> Chocolate and Sweets Departments

<LOGO> Logo for Confiture

<PROPOSED NAMES> Bittersweet, xoxo, sweetooth, xoxo, Confiture (confection in french), soft&chewy, warmth, icing on top, the sweet shop, candy bar, chocolate bar, sweet bite, cakepop, chocopop, dessert table, eyecandy, cocoa box, xococ.

<PACKAGING> 1 box of Assorted Macaroons 1 box of 6 Chocolate macaroons 3 boxes of Chocolate Squares 1 box of Truffles 1 box of Chocolate Cherries 2 boxes of Chocolate Gems

<SELECTED NAME> Confiture

<MOOD BOARD> Color palette, inspiring objects, places, people, texture, and shape.

<PRODUCTS> Chocolate, candy, cakepops, macaroons, cupcake, chocolate squares, truffles, chocolate cherries. <LOGO DEVELOPMENT> Creating logo sketches for confiture and making refinements for all the directions that have potential. <PURCHASING PRODUCTS> Purchasing products needed for department.

<PHOTOGRAPHY> Photographing the products needed for the package design. <FINAL REVISION> Finalizing all the packaging designs for the product.

PROJECT 7.1 ¬ Confiture

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CLASS ¬ Package Design 4

07/2 ⌐ PROJECT

SEMESTER SPRING 2010

MINIMALIST CLASS

PROJECT INFO

PACKAGE DESIGN 4

Fork+Knife is a private label brand invented for Dart store. Focusing on the food

INSTRUCTOR MICHAEL OSBORNE

department, Fork+Knife provided a selection of best quality products that are made with fresh ingredients. The concept for this line is highlighting the freshness of each products and simply showing the consumer what they are going to get. The result is

DURATION

a line of packaging for dry pasta and spices with minimal information, yet you’ll see

15 WEEKS

right away what you are going to get.

FORMAT 5 PASTA BOXES, 4 SPICES BOXES

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SEMESTER ¬ Spring 2010

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HOW DO YOU WITH WILLIA SONOMA? ⌐ PHASE 1

⌐ PHASE 2

⌐ PHASE 3

PROJECT BRIEF

RESEARCH

DESIGN BRIEF

<CLASS> Package Design 4

<BRAND NAME> DART

<INSTRUCTOR> Michael Osborne

<TARGET> Target Corporation, usually known simply as Target, is an American retailing company that was founded in Minneapolis, Minnesota in 1902 as the Dayton Dry Goods Company. Target mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment.

<DESIGN OBJECTIVE> Designing packaging for a high-end store

by Target. The store should compete with Williams-Sonoma and Crate & Barrel, while still maintaining the ‛Target Smart’ Philosophy that Target has.

<SEMESTER> Spring 2010 <DURATION> 15 Weeks

<OVERVIEW> “What if Target wanted to compete with Williams-Sonoma and Crate & Barrel?”.

The project is to create a store that can answer this question and come up with different packaging designs for the products that can best reflect the idea and the look and feel of the store.

<CRATE & BARREL> Crate & Barrel is a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture (indoor and out), and home accessories. Crate and Barrel offers a variety of “upmarket” housewares, furniture, and related merchandise.

These are displayed in the “vignette” style, where items are grouped together as they might appear in the home. The company was an innovator of this style, which has since become more widely used. <WILLIAMS-SONOMA> Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of home furnishings in the United States and Canada. Our brands are among the best known and most respected in the industry. We successfully market them through all three major channels — retail stores, catalogs, and the Internet. Among all of our brands, we cover every room in the house: from the kitchen to the living room, bedroom, home office, and even the hall closet. <MARKET RESEARCH> Visiting the stores to see the environment, the products, and the people who shop the those stores. <EXISTING PACKAGING RESEARCH> Research on the current packaging that is on the market.

¬ CORE

SELECTED WORKS OF ¬ Angela Wijaya

<KEY ADJECTIVES> Modern, high-end, friendly, unique, functional, practical, bold, attention to detail, smart, sophisticated. <COMPETITORS> Williams-Sonoma, Crate & Barrel

<TARGET AUDIENCE> Men and women age 28-70 years old with medium to high income brackets. <PROPOSED DEPARTMENTS> Baby & Kids, Home Decor, Food, Appliances, Beauty.

<PRICE RANGE> Price range depends on different products that the store sell.

<UNIQUE SELLING POINT> Under Target Management, modern, smart design and thinking. <SELECTED STORE NAME> DART Store

SEMESTER ¬ Spring 2010

PROJECT ¬ 1

2

3

4

5

6

7

8

P/ 133

U COMPETE MS⌐ PHASE 4

⌐ PHASE 5

START DESIGNING

FINAL PRODUCTS

<DEPARTMENT> Food Departments

<LOGO> Logo for Fork+Knife

<PROPOSED NAMES> Fork & Knife dine-in ktchn+ kitchen crave soulfood bon vivant (one fond of good living)

<PACKAGING> 1 box of spaghetti 1 box of linguine 1 box of rigatoni 1 box of penne 1 box of elbow

<SELECTED NAME> Fork+Knife

1 1 1 1

box box box box

of of of of

paprika pepper turmeric cinnamon

<MOOD BOARD> Color palette, inspiring objects, places, people, texture, and shape. <PRODUCTS> Dry Pasta: spaghetti, vermicilli, penne, fusilli, rigatoni.

Spices: paprika, pepper, turmeric, cinammon. <LOGO DEVELOPMENT> Creating logo sketches for fork+knife and making refinements for all the directions that have potential.

<PURCHASING PRODUCTS> Purchasing products needed for department. <PHOTOGRAPHY> Photographing the products needed for the package design. <FINAL REVISION> Finalizing all the packaging designs for the product.

PROJECT 7.2 ¬ Fork+Knife

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¬ LOGO IDEAS

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CLASS ¬ Various Classes

08/ ⌐ PROJECT

SEMESTER VARIOUS SEMESTERS

PASSION CLASS

PROJECT INFO

VARIOUS CLASSES

My passion in graphic design has been fueled since I began attending Academy of

INSTRUCTOR VARIOUS INSTRUCTORS

Art University. The instructors, fellow students, and the projects given have helped me grow these past few years as a designers. This following chapter is a selection of graphic projects that I’ve done during the course of my stay at the Academy .

DURATION VARIED

FORMAT PACKAGING, LOGO, PRINT

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SEMESTER ¬ Various Semesters

PROJECT ¬ 1

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PROJECT 8 ¬ A Selection of Graphic Projects

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SEMESTER ¬ Spring 2007

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PROJECT 8.1 ¬ Converse Retail Packaging

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154

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SEMESTER ¬ Fall 2009

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PROJECT 8.2 ¬ Typeface Promotion

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156

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SEMESTER ¬ Fall 2007

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PROJECT 8.3 ¬ Coffee Beanery Logo

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SEMESTER ¬ Fall 2006

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PROJECT 8.4 ¬ Luna Park Logo

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PROJECT 8.5 ¬ Yogi Tea Logo

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P/

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162

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SEMESTER ¬ Fall 2008

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P/ 163

PROJECT 8.6 ¬ Hulger Logo

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164

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SEMESTER ¬ Spring 2009

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PROJECT 8.7 ¬ Carbon Science Logo

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P/

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166 ⌐

:] /

THANK YOU A TOKEN OF APPRECIATION

THANK YOU FAMILY To my Lord Savior, Jesus Christ. To my wonderful parents, Christian Wijaya and Liesa Wijaya, and my little sister, Patricia Wijaya, for supporting and believe in me through all these years. To my sister, Jennifer Wijaya, who has been a great inspiration, helper, motivator, and an amazing designer to brainstorm with. I couldn’t have done it without all of you. Thank you.

FRIENDS Lydia Mulyadi, Adam Mulyadi, Yuko Morokuma, Elizabeth Renata Gandha, Ingrid Njono, Rika S. Putri, Jayde A. Cardinalli, Christina Rotundo, Victoria Rodrigues, Kristen Haff, Noah Love, Courtney Boyle, Ben Wong, Bryan Chen, Teddy Kurniawan, Irene Tjahja, Juliana Hakim, Shianne Handoko, Ailing Tjan, Andy Wiratama, Aini Tjan, Angeline Haryono, Indrawati Kho, Mary Tan, Belinda Prasetya, Bima Yudhistiranto, Joseph Simbar, Immanuel P. Tobing, Oby Sumampouw, Vinchia Octalia, Meiwita Almira, Audrey Tji, Isabella Haryono, Citra Rahardjo, Dian Rahardjo, Priska Marianne, Ellys Chen, Fina Linan, Christina Francisca, Kezia Renata Waney, Neysa Akila, Yan Armand Tosin, Imanuel Junaedy, Adri Krisnadi, and those who have supported me during all these years.

FACULTY Mary Scott, Michael Osborne, Thomas McNulty, Hunter Wimmer, Julia Brown, Ariel Grey, Megumi Kiyama, Jennifer Sterling, Kelly Conley, Coco Qiu, Michael Erdman, Amy Broadbent, Dorris Harrison, Jim Canning.

SERVICES Plotnet, California Model Designs, Randy Greer, Ricardo Bermudez, Progressive Solutions, Calumet, The Key Printing And Binding.

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SEMESTER ¬ Summer 2010

THANK YOU ¬ A Token of Apperciation

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P/

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168 ⌐

/

COLOPHON COPYRIGHT © 2010 ANGELA WIJAYA

DESIGNER

INFORMATION

ANGELA WIJAYA

Published by Angela Wijaya for the course GR. 460 Senior Portfolio taught by Mary

CONTACT 415.335.0412

Scott during the Summer of 2010 at the Academy of Art University, San Francisco, California. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher.

EMAIL angela.wijaya32@gmail.com

WEBSITE WWW.ANGELAWIJAYA.COM

INSTRUCTOR

PHOTOGRAPHY

MARY SCOTT

ANGELA WIJAYA

PLATFORM

CAMERA

IMAC, ADOBE CREATIVE SUITE 5

CANON EOS 20D

TYPEFACES

LIGHTING

CHALET COMPRIME, TRADE GOTHIC,

LOWEL EGO

LETTER GOTHIC

PAPER

PRINTER PROGRESSIVE SOLUTIONS

NEENAH ENVIRONMENT 80# TEXT

408.982.1790

COVER

PRESS

ARRESTOX BLACK, GLOSS BLACK FOIL

HP INDIGO 5500 & 7000

END SHEETS

BINDERY

CANSON MI TIENTES, STEEL GREY

THE KEY PRINTING & BINDING

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SEMESTER ¬ Summer 2010

COLOPHON ¬

P/ 169

GR 460 ¬ Senior Portfolio