MA Graphic Design 2018–2020
PORTFOLIO 01–08
Jooyoung (Eileen) Yoon
SMALL DOTS » SELECTED WORKS
Small dots have the power to make big things happen.
MA Graphic Design 2018–2020
PORTFOLIO 01–08
Jooyoung (Eileen) Yoon
SMALL DOTS » SELECTED WORKS
Small dots have the power to make big things happen.
Collecting the dots. Then connecting them. And then sharing the connections with those around you. This is how a creative human works. Collecting, connecting, sharing. —Amanda Palmer
Introduction
THE POWER OF SMALL DOTS Dots are small but they connect to make lines and form shapes that express feelings and messages. My thoughts, research, and experiments based on empathy are small dots that can create big solutions. As an empathetic and considerate person, I care about little things and find meanings in little things. The word “little” doesn’t mean less important or weak. I believe that design is also one small thing that is powerful to change our perceptions and promote the quality of our lives. My goal is to create positive and effective designs full of relevance to my audience.
Table of Contents
01
WHERE CREATIVITY CONVERGES HOW Design Live Conference Materials
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02
SIMILAR BUT DIFFERENT Type Classification Poster Series
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03
MORE THAN PAPER Neenah, Inc. Annual Report
038
04
A PERFECT PAIR Type Specimen Promotion
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05
TYPE EVOKES EMOTIONS Music Interpretation Poster
074
06
LITTLE ARTISTS Art Camp Promotion
084
07
A LIFE WITH POSITIVITY Branding: Alleright
104
08
MAKE RESPONSIBLE CHOICES Esprit Rebranding
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01 08
WHERE CREATIVITY CONVERGES
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PROJECT 01
HOW Design Live Conference Materials
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Where Creativity Converges
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—Robert L. Peters
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Design creates culture. Culture shapes values. Values determine the future.
HOW Design Live Conference Materials
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Where Creativity Converges
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OBJECTIVE The goal of the project is to design the conference materials for a chosen actual design conference. The design challenge is to create relevant visual systems for the event and apply them in harmonious and consistent ways.
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WHERE CREATIVITY CONVERGES
SOLUTION HOW Design Live is one of the largest gatherings of creative professionals in the world. HOW Design Live is where creativity, inspiration, and technology meet. My concept was creativity+design process. I used different angles and multiple layers to create the main word to show the diversity of the programs and designers. The connected/ scaled types, geometric graphic elements and abstract background all represent future-forward, creativity and technology.
COURSE Type Systems
CATEGORIES Book Design
SEMESTER Summer 2019
DELIVERABLES Promotional Poster Name Badges Program Signage Mobile App Website
INSTRUCTOR John Nettleton
KEYWORDS Future-forward Creative Connection
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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WHERE CREATIVITY CONVERGES
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SIMILAR BUT DIFFERENT
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PROJECT 02
Type Classifications Poster Series
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Similar But Different
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—Matthew Carter
02 5
Type is a beautiful group of letters, not a group of beautiful letters.
Type Classifications Poster Series
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Similar But Different
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OBJECTIVE The goal of this project is to study type classifications and create three informational posters by presenting the distinctive characteristics of each typeface from each category.
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SIMILAR BUT DIFFERENT
SOLUTION Not only the letters but the punctuation marks have unique qualities to distinguish each typeface and its type classification. To highlight those aspects, I exaggerated the scale of marks and letters. By using the same system for all three posters, I made the posters look like a set. I chose analogous color schemes for the background because they are different but also corresponding to some-thing in particular. The solid clean background helps to focus on the typefaces and the content.
COURSE Type Systems
CATEGORIES Poster Design
SEMESTER Fall 2018
DELIVERABLES Three Posters
INSTRUCTOR John Nettleton
KEYWORDS Harmony Movement Interaction
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SIMILAR BUT DIFFERENT
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SIMILAR BUT DIFFERENT
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SIMILAR BUT DIFFERENT
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MORE THAN PAPER
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PROJECT 03
Neenah, Inc. Annual Report
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More Than Paper
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—Napoleon Hill
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Strength and growth come only through continuous effort and struggle.
Neenah, Inc. Annual Report
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More Than Paper
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OBJECTIVE The aim of this project is to find and design an existing annual report that needs better design solutions. Neenah Inc. used to produce creatively designed annual reports but they recently produced a report mainly based on Form 10-K. This fact became my motivation for redesigning the report.
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MORE THAN PAPER
SOLUTION When we think of Neenah Paper, we mostly think of their papers. The company was aware of this fact so they actually changed their name from Neenah Paper, Inc. to Neenah, Inc. for their diverse future businesses. From the conceptual standpoint, I emphasized their two businesses: Fine Paper & Packaging, and Technical Products by using contrasting typefaces and colors.
COURSE Type Systems
CATEGORIES Book Design
SEMESTER Summer 2019
DELIVERABLES An Annual Report
INSTRUCTOR John Nettleton
KEYWORDS Diversity Growth Contrast
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MORE THAN PAPER
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MORE THAN PAPER
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MORE THAN PAPER
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MORE THAN PAPER
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MORE THAN PAPER
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A PERFECT PAIR
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PROJECT 04
Type Specimen Promotion
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A Perfect Pair
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—Hans Peter Willberg
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Typefaces are not only there to be read, you also see them.
Type Specimen Promotion
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A Perfect Pair
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OBJECTIVE Create an engaging type promotion including a type specimen. It must be appealing to graphic designers. Showcase the unique and strong aspects of the typeface.
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A PERFECT PAIR
SOLUTION Elido and Odile are my choices for this project because they are not well-known typefaces but they have a wide range of variations for editorial and display use. For the format, I used a reversible booklet because Elido (Odile in reverse) and Odile form a sans and serif superfamily together. I focused on showing beautiful glyphs and extensive character set for both typefaces.
COURSE Type Composition
CATEGORIES Editorial Design
SEMESTER Spring 2019
DELIVERABLES A Reversible Booklet
INSTRUCTOR John Nettleton
KEYWORDS Contrast Minimal Elaborate
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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A PERFECT PAIR
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TYPE EVOKES EMOTIONS
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PROJECT 05
Music Interpretation Poster
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Type Evokes Emotions
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—Herb Lubalin
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The better people communicate, the greater will be the need for better typography—expressive typography.
Music Interpretation Poster
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Type Evokes Emotions
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OBJECTIVE The goal of this project is to develop a poster for interpreting a piece of music through typography, imagery, and layout. Instead of using the lyrics of the song, the content should be your writing. The challenge is to avoid directly adding text digitally, but apply it with different projectors for a more dimensional design solution.
05 07
TYPE EVOKES EMOTIONS
SOLUTION I chose a song titled “When I Was Older” by Billie Eilish to challenge myself. Personally, I don’t prefer listening to sad or dark songs, but I thought the song would be a perfect fit for the project, which is making expressive type. I spent a large amount of time listening to and understanding the song, and started with trying different kinds of materials and methods to make type and layouts. For the final direction, I used a projector to display the words on transparent and reflective materials. COURSE Type Experiments
CATEGORIES Editorial Design
SEMESTER Fall 2019
DELIVERABLES 18x24 Poster
INSTRUCTOR Christopher Morlan
KEYWORDS Sad Reflection Hopeless
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TYPE EVOKES EMOTIONS
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TYPE EVOKES EMOTIONS
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TYPE EVOKES EMOTIONS
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TYPE EVOKES EMOTIONS
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LITTLE ARTISTS
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PROJECT 06
Art Camp Promotion
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Little Artists
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—Albert Einstein
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Creativity is intelligence having fun.
Art Camp Promotion
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Little Artists
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OBJECTIVE Go outside and find an ugly sign that has multiple intentions. Analyze the audience and intentions and list them in order of importance to communicate successfully. Identify the audience and develop a visual system to create extended deliverables.
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LITTLE ARTISTS
SOLUTION I found a sign promoting winter art camps for children in the Bay Area. I created a visual creative brief and annotated visual system to have the appropriate target audience and visual direction. Vibrant colors, artistic textures, and geometric+organic shapes are associated with the chosen keywords. Each deliverable is derived from the messaging intentions to promote the event efficiently.
COURSE Visual Literacy
CATEGORIES Editorial Design
SEMESTER Spring 2019
DELIVERABLES Promotional posters Brochure Mobile App
INSTRUCTOR Hunter Wimmer
KEYWORDS Creative Fun Academic
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LITTLE ARTISTS
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LITTLE ARTISTS
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LITTLE ARTISTS
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LITTLE ARTISTS
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A LIFE WITH POSITIVITY
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PROJECT 07
Branding: Alleright
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A Life With Positivity
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—Roy T. Bennett
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Don’t be pushed around by the fears in your mind. Be led by the dreams in your heart.
Branding: Alleright
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A Life With Positivity
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OBJECTIVE Find a problem that needs to be solved around us and create a brand that provides relevant graphic design-based solutions. Consider the target audience and brand competitors to find out possible strategies and opportunities. Based on the primary messages and drivers, create three appropriate deliverables.
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A LIFE WITH POSITIVITY
SOLUTION With empathy for people with food allergies, I created a brand that can educate people with peanut/tree nut allergies to cope with their allergies and encourage them to stay positive. To represent the positivity and seriousness of the topic, I used bright colors with grey and limited graphic elements. For the deliverables, I created an event, app and website to help the people be in control of managing their peanut/tree nut allergies and ensure their safety. COURSE Visual Thinking SEMESTER Fall 2019 INSTRUCTOR Sandra Isla
CATEGORIES Branding Editorial Design Web Design App Design Video Production
DELIVERABLES Promotional Posters Event Materials Mobile App Website Process Book Video
KEYWORDS Friendly Optimistic Serious
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EVENT VENUE MAP
Venue Map
It’s Alleright 2020 Positive Living with Nut Allergies
Area 1
Nut-free Products Expo Area
Area 2
(Kitchen)
(Grocery)
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A LIFE WITH POSITIVITY
Area 3
(Restaurant)
Post-it wall Medical Center Registration & Survey
Quiz Room
(True or False)
Lobby
Entrance Direction Skin Prick Test Toilet
Entrance
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A LIFE WITH POSITIVITY
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MAKE RESPONSIBLE CHOICES
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PROJECT 08
Esprit Rebranding
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Make Responsible Choices
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—Mohith Agadi
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Environment is no one’s property to destroy; it’s everyone’s responsibility to protect.
Esprit Rebranding
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Make Responsible Choices
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OBJECTIVE Find a defunct, dying, or dead brand to bring it back to life. Refurbish its brand identity based on the soul of the brand and expand its business with a new mission statement.
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A LIFE WITH POSITIVITY
SOLUTION With the new mission, the new Esprit logo was created based on three keywords: caring, knowing, and acting. I started the logo development by creating dozens of pencil sketches. The final logo is a combination of the initial letter e and leaf-like organic shapes that symbolize nature, protection, and community. For the typography, I used two contrasting typefaces to show the diversity of the brand and friendly look. The colors of Esprit are friendly, inviting, and diverse. The business expansion is all about new ways to care that can be defined in two categories: learn and act.
COURSE Nature of Identity SEMESTER Spring 2020 INSTRUCTOR Hunter Wimmer
CATEGORIES Branding Editorial Design Web Design Video Production DELIVERABLES Process Books Video Presentation Website
KEYWORDS Caring Knowing Acting
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Thank You
TO MOM, DAD, AND BROTHER I have to start by thanking my mom and dad. From supporting me financially to always being there to help me to go through all the desperate moments, they were important to this portfolio book getting done as I was. I also want to thank my brother for sending me photographs of animals to cheer me up. I love you all. TO FRIENDS Thank you Minjung, Summer, Ashley, Saili, Rutu, Minho, Wen, and all other classmates, for being with me along this journey. I am fortunate to have you all at the AAU. Thank you, Hannah, Chanelle, Nate, and Yongsoo for being the people I could ask for help on polishing my writings or getting inspiration or ideas. To friends at the V-Chung, thank you for praying for me to stay strong and being there for me through all of the ups and all of the downs. TO INSTRUCTORS Mary Scott, John Nettleton, Hunter Wimmer, Sandra Isla, Christopher Morlan, Barbara Hughes, Bob Slote, Ryan Mederios, and Susan Pasley. Thank you all for your passion for teaching and guidance.
CONTACT eileenxyoon@gmail.com WEBSITE eileenyoon.com
SCHOOL Academy of Art University 79 New Montgomery Street San Francisco, CA 94105 PAPER 100# Premium Matte TYPEFACES Whitman Display Fira Sans IMAGERY Unsplash Freepik Rawpixel Pixabay Adobe Stock PRINTING Blurb, Inc.
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