Jooyoung (Eileen) Yoon Portfolio

Page 1

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

024

03

MORE THAN PAPER Neenah, Inc. Annual Report

038

04

A PERFECT PAIR Type Specimen Promotion

056

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

146


01        08

WHERE CREATIVITY CONVERGES

006

PROJECT 01


HOW Design Live Conference Materials

JOOYOUNG (EILEEN) YOON

Where Creativity Converges

SMALL DOTS  »  SELECTED WORKS

—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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SIMILAR BUT DIFFERENT

024

PROJECT 02


Type Classifications Poster Series

JOOYOUNG (EILEEN) YOON

Similar But Different

SMALL DOTS  »  SELECTED WORKS

—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

JOOYOUNG (EILEEN) YOON

More Than Paper

SMALL DOTS  »  SELECTED WORKS

—Napoleon Hill

039

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

JOOYOUNG (EILEEN) YOON

A Perfect Pair

SMALL DOTS  »  SELECTED WORKS

—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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TYPE EVOKES EMOTIONS

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PROJECT 05


Music Interpretation Poster

JOOYOUNG (EILEEN) YOON

Type Evokes Emotions

SMALL DOTS  »  SELECTED WORKS

—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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LITTLE ARTISTS

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PROJECT 06


Art Camp Promotion

JOOYOUNG (EILEEN) YOON

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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A LIFE WITH POSITIVITY

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PROJECT 07


Branding: Alleright

JOOYOUNG (EILEEN) YOON

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

JOOYOUNG (EILEEN) YOON

Make Responsible Choices

SMALL DOTS  »  SELECTED WORKS

—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.

COPYRIGHT © 2020 JOOYOUNG (EILEEN) YOON All Rights Reserved.



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