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dedicación /
PARA MI MADRE BELLA / SOS MI HÉROE.
LABYRINTH /
D ON A JI ME JIA P ORTFOLIO
REFLECTIONS
0.1 /
0.2 /
What Is Your Craft?
What Is Your Heritage?
-
-
Shoen Guitars / pgs 8-25
Flor de Ca単a / pgs 26-41
0.3 /
0.4 /
0.5 /
How Can You Make a Difference?
Who Are Your Ancestors?
What is Life Without Music?
-
-
-
The Story of Bottle Water / pgs 42-59
Fourbarrel Coffee / pgs 60-69
SF Groove / pgs 70-85
0.6 /
0.7 /
0.8 /
How Does Tone Affect Your Voice?
What Is Your Culture?
What Is Your Adventure?
-
-
-
Hearing Type / pgs 86-95
Parchisi / pgs 96-107
Alaska Airlines / pgs 108-127
0.9 /
0.10 /
0.11 /
How Does Nature Heal?
How Do You See the World?
What Are Your Essentials?
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-
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Elixir of Life /
The Taste of an Arrogant Seven /
Trader Joe's /
pgs 128-143
pgs 144-159
pgs 160-241
about /
WHAT IS LABYRINTH? Design is a small part of my story—it is a journey continously shaping me. Each project becomes a labyrinth, where I ask questions and find answers that mold and teach me. Although the goal is to reach the end, the experience and process is what matters most.
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project 0.1
course /
mentors /
Visual Systems 02
Eszter Clark
category /
deliverables /
Brochure Posters
term / Fall 2013
reflection /
WHAT IS YOUR CRAFT? objective
To choose any company and design a book that serves as a promotional piece.
solution
Kurt Schoen has made custom guitars since 1996 out of found objects— no two instruments are identical. The book focuses on the handmade characteristic of his craft and the personality his instruments develop through the use of recycled objects. I used craft paper to give the book texture and a handmade look and feel. key words /
Rustic Handmade Collage Recycled
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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SHOEN GUI TARS
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FLOR DE CAĂ‘A
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PAC K AGIN G
project 0.2
course /
mentors /
Packaging Design 02
Christine George
categor y /
deliverables /
Packaging
Low-End Bottle High-End Bottle Gift Box
term /
Spring 2013
reflection /
WHAT IS YOUR HERITAGE? objective
Redesign a spirits brand to include an evolutionary design and a high-end design with a gift box.
solu t io n
Flor de CaĂąa is renowned as one of the best rums in Latin America, having won more than 100 international awards. The brand includes 4, 5, 7, 12, 15, 18, 21 and 28 year old, slow aged rums. The goal of the design was to elevate the brand and focus on its roots with elegance and pride of heritage.
key words /
Elegant Classic Traditional Heritage
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FLOR DE CAÑA
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FLOR DE CAÑA
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FLOR DE CAÑA
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FLOR DE CAÑA
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PAC K AGIN G
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FLOR DE CAÑA
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FLOR DE CAÑA
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project 0.3
course /
mentors /
Visual Systems 01
Megumi Kiyama
categor y /
deliverables /
Brochure Poster Website
term /
Spring 2013
reflection /
HOW CAN YOU MAKE A DIFFERENCE? objective
To pick an interesting topic and design a brochure, poster and website to social bring awareness.
solu t io n
This brochure focuses how bottled water affects our health, environment and communities. Overall, it e xplains why choosing tap water over bottled water is better all around.
key words /
Infographics Facts Approachable Friendly
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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BOTTLED WATER is the
GREATEST
advertisING
TRICK of all time —•«««««««««««« TAKE BAC K TH E TA P » » » » » » » » » » » » • —
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T H E S T O RY O F B O T T L E D WAT E R
BOTTLED WATER is the
GREATEST
advertisING
TRICK of all time —•«««««««««««« TA K E BAC K TH E TA P » » » » » » » » » » » » • —
/
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T H E S T O RY O F B O T T L E D WAT E R
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project 0.4
course /
mentors /
Packaging 01
Kathrin Blatter
categor y /
deliverables /
Packaging
Coffe Packaging High-End Package
term /
Fall 2011
reflection /
WHO ARE YOUR ANCESTORS? objective
To rebrand an existing coffee company to include three designs, one as the high-end version.
solu t io n
Inspired by the ancient cultures of the Mayan, Incas and Aztecs, I decided to make each coffee profile with its own personality. Each profile comes with meaningful glyps that tell a short story on the back, inspired by ancient mythology and native tales.
key words /
Aztec Glyphs Mythology Native Culture
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FOURBARREL COFFEE
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FOURBARREL COFFEE
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FOURBARREL COFFEE
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FOURBARREL COFFEE
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FOURBARREL COFFEE
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project 0.5
course /
mentors /
Graphic Design 03
Amir Bahadari Bryan Pierrat
category / UX UI
deliverables / iPhone App
term / Spring 2013
reflection /
WHAT IS LIFE WITHOUT MUSIC? objective
To create an iphone application for any topic of interest specifically to be used by San Francisco Bay Area residents.
solution
SF Groove is an iphone app that makes finding local music easy and exciting. As most music venue sites tend to be cluttered with information and difficult to navigate, the focus was to make it a one-stop shop yet keep it simple, fun and inviting. Through SF Groove, users can find new artists, buy tickets and save on exclusive deals. key words /
Retro Easy Fun Simple
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SF GRO OVE
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UX/UI
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SF GRO OVE
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UX UI
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SF GRO OVE
EVENT FINDER
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UX UI
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SF GRO OVE
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UX UI
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SF GRO OVE
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UX UI
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UX/UI
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SF GRO OVE
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UX UI
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SF GRO OVE
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UX UI
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project 0.6
course /
mentors /
Typography 04
Ariel Grey
categor y /
deliverables /
Book Poster
term /
Fall 2013
reflection /
HOW DOES TONE AFFECT YOUR VOICE? objective
To design a book and poster to promote a typography conference based on a chosen concept.
solu t io n
There is a strong relationship between typographic voice and musical notation. Typographic rhythm affects how we interpret text like notes read on sheet music. Music notation is directly comparable to typography—both are visual notational systems of symbols that represent elements of their respective acoustic languages. With that in mind, my goal was to give rhythm to the pages, giving each page its own musical sound.
key words /
Music Sheet Music Tone Sound
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HE ARING T YPE
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HE ARING T YPE
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HE ARING T YPE
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HE ARING T YPE
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HE ARING T YPE
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PARCHISI
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PAC K AGIN G
project 0.7
course /
mentors /
Packaging Design 03
Christine George
categor y /
deliverables /
Packaging
Game Board Box
term /
Fall 2012
reflection /
WHAT IS YOUR CULTURE? objective
To redesign an existing board game.
solu t io n
Parchisi’s origin can be traced back to as early as 4th century AD. Originally from India, it has traveled the world and inspired creations of similar games such as "Sorry". My inspiration came from classic Indian patterns and mehndi art. The design reestablishes its origin with an elegant and radiant look.
key words /
Elegant Classic Traditional
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PARCHISI
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PARCHISI
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PARCHISI
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PARCHISI
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PARCHISI
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project 0.8
course /
mentors /
Identity 02
Thomas McNulty
categor y /
deliverables /
Identity
Guidelines Applications
term /
Summer 2013
reflection /
WHAT IS ADVENTURE? objective
To rebrand an existing airline, design identity guidelines and use identity system through out several applications.
solu t io n
The concept behind rebranding Alaska Airlines was to reflect its passion for people, travel and diversity. Inspired by the Tlingit culture, I used native patterns to touch on Alaska's native cultural pride.
key words /
Adventure Fresh Native Outdoors
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IDENTIT Y
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AL A SK A AIRL INES
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IDENTIT Y
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AL A SK A AIRL INES
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IDENTIT Y
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AL A SK A AIRL INES
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IDENTIT Y
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AL A SK A AIRL INES
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IDENTIT Y
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HE ARING T YPE
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AL A SK A AIRL INES
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IDENTIT Y
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AL A SK A AIRL INES
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IDENTIT Y
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AL A SK A AIRL INES
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project 0.9
course /
mentors /
Packaging 02
Christine George
categor y /
deliverables /
Packaging
First-Aid Kit Box
term /
Fall 2012
reflection /
HOW DOES NATURE HEAL? objective
To create an identity system for a first-aid kit and apply it through several different applications.
solu t io n
My focus was to create a brand of homeopathic remedies based on the natural health philosophy. All homeopathic remedies are all-natural, plant-based using organic and wildcrafted ingredients. Kit would includes 44 different products.
key words /
Natural Organic Homeopathic Handmade
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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EL IXIR OF L IFE
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T HE TA ST E OF AN ARRO GAN T SEVEN
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project 0.10
course /
mentors /
Typography 03
Ariel Grey
categor y /
deliverables /
Book Poster
term /
Fall 2012
reflection /
HOW DO YOU SEE THE WORLD? objective
To create a paper promotion system that incluces a book and poster.
solu t io n
Synesthesia is a neurological phenomenon in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway. This book explains the disorder and shows how synesthetes may perceive their everyday world.
key words /
Color Emotion Senses Collage
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T HE TA ST E OF AN ARRO GAN T SEVEN
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T HE TA ST E OF AN ARRO GAN T SEVEN
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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T H E S T O RY O F B O T T L E D WAT E R
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project 0.11
course /
mentors /
Packaging 04
Michal Osborne
categor y /
deliverables /
Packaging
Packaging System Identity System
term /
Fall 2013
team /
Donaji Mejia Jia Cao Ella Chan reflection /
WHAT ARE MY ESSENTIALS? objective
To create a house of brands under Trader Joe's and redesign Trader Joe's identity system and packaging.
solu t io n
As a group, our goal was to give Trader Joe's a cohesive identity, packaging system and create brands that compliment the store's values and culture. To achieve this, we created a simple identity system that runs through all Trader Joe's brand categories consistently. We also created five stand-alone brands for different lifestyles, yet all essentially focused on health, environmental stewardship, transparency and functionality.
key words /
Essential Healthy Sustainable Functional
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HOUSE BRAND
H O U S E B R A ND C AT E G ORIE S
depar tment /
depar tment /
depar tment /
depar tment /
Pantry
Bath & Body
Home Goods
Productivity
targe t audience /
at tributes /
Health & environmental conscious adults. Those
Essential
who like to try new foods. 18+ yrs old. Families.
Functional Green
usp /
Value high-quality everyday essentials that are focused around health, wellness and green environmental practices.
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Simple
TRADER JOE'S
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PAC K AGIN G
S TA ND - A L ONE B R A ND S
depar tment /
depar tment /
depar tment /
depar tment /
Baby
Food
Gardening
Pets
targe t audience /
targe t audience /
targe t audience /
targe t audience /
27-35 Mothers.
20+ Vegetarians & Vegans.
25+ with minimal space.
28-50 pet owners.
usp /
usp /
usp /
usp /
Modern baby brand offering prod-
Vegan food brand offering 100%
Garden products made for those
Focused around the lifetime of
ucts that are organically grown and
plant based foods without any
with minimal space. Reusable/
your pet offering a line of prod-
packaged in toxic-free materials.
processed ingredients.
compostable packaging, zero
ucts for all stages of your pet.
waste, multi-functional.
Prouducts are healthy and fun.
Healthy inside and out.
at tributes /
at tributes /
at tributes /
at tributes /
Healthy
Sustainable
Functional
Healthy
Reliable
Transparent
Versatile
Thorough
Modern
Appetizing
Organic
Light-Hearted
Lively
Lifestyle
Innovative
Exciting
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c olle c t ion
categor y /
Identity
terms /
2010-2014
reflection /
WHAT IS YOUR IDENTITY? objective
To create a unique identity system for an existing or ficticious company.
solu t io n
The following are some of the identities that I created while attending the Academy of Art. Most of these are included in this portfolio.
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IDENTIT Y
THANK YOU. I would like to thank /
To my God. For helping me persevere during the struggles. I'm grateful to have this opportunity in life, to learn something new and exciting. To the most beautiful mother in the world. For your never-ending support, your unconditional love and for teaching me what I know—to fight hard and keep going. Thank you for giving me everything. I love you. To my family for your support and love. My brothers for inspiring me and teaching me to not be afraid of being who we are and to live life our way. I love you, miss you. You are part of me always. To Mama and Papa Houck for your unconditional love and endless support through the past five years, you are both a blessing! To the best husband in the world, for taking care of me and riding with me all along. You are my glue (I am your spine). Thank you for being with me all the way. I wouldn't be here without you. To my instructors who inspired me, pushed me and guided me through. Christine George, Darrell Hayden, Matt Wakeman, Sami Saaud, Michael Osborne, Eszter Clark, Megumi Kiyama, Thomas McNulty, Ariel Grey, and Mary Scott. And finally, to the crazies I met along the way that kept me laughing, thank you! So good to have you to share this journey—Katie, Kristin, Mabel. Special thanks to Sierra Hartman for your generosity, help and advice.
∞
GRACIAS. Quisiera darles las gracias /
A mi Dios. Por ayudarme a perseverar durante los días difíciles. Te doy gracias por tener esta oportunidad en mi vida de aprender algo nuevo y emocionante. A la madre más bella del mundo. Por tu infinito apoyo, tu amor incondicional y por enseñarme todo lo que sé—por darle duro para salir adelante. Por darnos todo. Te amo cielos. A mi familia por su apoyo y amor. A mis hermanos por inspirarme y enseñarme que no hay que tener miedo de ser quiénes somos y de vivir la vida a nuestra manera. Los amo, los extraño, son parte de mi, siempre. Para Mama y Papa Houck por el interminable apoyo en estos cinco años. ¡Son una bendición total! ¡¡¡Los amo!!! Que haríamos sin ustedes? Para el mejor esposo del mundo, por cuidarme y seguir este camino conmigo. Sos mi todo. Gracias por creer que siempre puedo lograr todo, por tu apoyo. No podría haber terminado sin vos. A mis instructores quiénes me inspiraron, me empujaron y me guiaron hasta el final. Christine George, Darrell Hayden, Matt Wakeman, Sami Saaud, Michael Osborne, Eszter Clark, Megumi Kiyama, Thomas McNulty, Ariel Grey, y Mary Scott. Al fin, a las locas a quienes conocí durante este tiempo, las que me mantuvieron en risas. ¡Gracias! por compartir este trayecto conmigo—Katie, Kristin, Mable. Gracias a Sierra Hartman por tu generosidad, ayuda y consejos.
∞
PRODUCTION designer /
course /
Donaji Mejia
Senior Portfolio
Book / Labyrinth
Term / Spring 2014 Instructor / Mary Scott
photo /
type /
Donaji Mejia
Apercu
Sierra Hartman
Geometria
vendors /
sof tware /
Printer / Giant Horse
Adobe Creative Suite CS6
Bindery / The Key
stock /
cover /
Finch Paper Fine
Arrestox
100 lb Text
Snow White
Canson White
Holographic Stamp
Š 2014 Donaji Mejia. All rights reserved. No part of this publication can be reproduced without express permission from Donaji Mejia.
contact /
510 693 2229 djimejia@gmail.com donajimejia.com