Framing / Portfolio

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Framing M FA GRA P HI C D E S I GN P O RT FO LI O

E LI TA JI N GFA N G C HE N



Contents

E l i ta J i n g fang Chen

M FA Port folio

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Framing Sustanability / Little Ones Mixed Powder Paint

Framing Diversity / Rebranding Revlon

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Framing Desperation / Danny Boyle Film Festival

Framing Vision / The Future of Eyewear

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Framing Harmony / Double Delight Tea Cups

Framing The Fog / The Inner Sunset Neighborhood

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Framing Memories / Type Poster

Framing Differences / Thesis: Warm Milk Cold milk

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Fram i ng / C on te n ts


PROJECT / Po rtfo l i o P h o to S h o o ti n g COURSE / M FA G rad u ate Po rtfo l i o INSTRUCTOR / M ary S co tt / P h i l Hamlett C AT E G O R Y / P ri n t / P h o to g raph y EQUIPMENT / Can o n 5 D M ark I I


Framing F R A M E O F R E F E R E N C E A structure of concepts, values, customs and views, by means of which an individual or group perceives or evaluates data, communicates ideas, and regulates behavior. M Y WO R K I S A B O U T F R A M I N G ­I’m using graphic design to create a frame of reference. In many areas of my work, I expose frames of reference that are different from the norm, which can expose new cultural ideas to those viewing them. From analyzing startup culture to looking at cross-cultural relationships, my work aims to share new ideas that may lead to a widening of the viewer’s frame of reference. In other areas of my work, I show my own personal frame of reference in how I visualize some of my projects, such as when working with experimental type to describe how a piece of music feels or showing a state of mind.

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Fram i ng / Forewo rd


01 PROJECT / L i ttle O n es M i xed Pow d er Pai n t COURSE / Pac k ag i n g Des i g n 2 INSTRUCTOR / T h o m as M c Nu l ty C AT E G O R Y / Pac k ag i n g / P ri n t / I d en ti ty T Y P E FA C E S / G o th am R o u n d ed / A rc h erP ro


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Sustainability O BJ E CT I V E Extend Sherwin-Williams existing line of ecofriendly paints to make them child-friendly. Include a line of color collections tailored to children of different age groups, and also develop a series of applicators that children can use to help out in the process of painting their environment. S O LU T I O N S For this project, I was able to combine “green” product attributes with design color and style recommendations for children’s environments. The solution was designed not just for personal homes but also nurseries, preschools, activity centers and pediatrician’s offices. I also created a line of applicators that are designed for kids to use so that they can contribute to the design of their environment. The packaging consists of a new type of container that is childproof in its form: only adult hands can twist to open the container and access the product inside. Made from 100% recycled materials, the packaging was designed to be reused within the home once the painting is complete.

E l i ta J i n g fang Chen

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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P ROJ E CT

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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P ROJ E CT

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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P ROJ E CT

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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P ROJ E CT

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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P ROJ E CT

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Fram i ng Sustai nab i l i ty / Lit t le O n e s Mixe d Powde r Pa in t

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SW-116 Seaworthy

little ones By Sherwin Williams

SW-114 Banana

little ones By Sherwin Williams

SW-115 Zesty Apple

little ones By Sherwin Williams

SW-113 Apricotta

little ones By Sherwin Williams

SW-111 Bungalow Beige

little ones By Sherwin Williams

SW-112 Avenue Tan

little ones By Sherwin Williams


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02 PROJECT / R evlo n R ebran d i n g COURSE / Natu re o f I d en ti ty INSTRUCTOR / Hu n ter W i mmer C AT E G O R Y / B ran d i n g / P ri n t / I d en ti ty T Y P E FA C E S / B el levu e / Aven i r Nex t


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Diversity O BJE CT I VE Take Revlon—a foundational beauty brand with over 80 years of legacy —and extend it into the future for a younger, always connected and diverse audience. S O LU T I O N S I started this project by coming up with a new tagline which I feel reflects the new target customers for the brand extension: Exploring the Beauty and Excitement of Diversity. For these customers, the Revlon brand centers around the diversity that the world offers and the beauty that can be found within it. In the new world of Revlon, women can begin to see themselves as women of the world, one filled with adventure and different ways of looking at beauty. In addition to defining a new logo, I also looked at how Revlon’s brand could extend into areas such as education and travel, as well as begin to offer additional merchandise in the areas of clothing, home decor and world groceries.

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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P ROJ E CT

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Fram i ng D i ve rsi ty / Rev lon Re bran din g

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03 PROJECT / Dan n y B oy le Fi l m Festi val COURSE / I n teg rated Co m m u n i cati o n s INSTRUCTOR / Ch ri sto ph er M o rl an C AT E G O R Y / Web / P ri n t / I d en ti ty T Y P E FA C E S / R o ad k i l l / Trad e G o th i c Nex t


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Desperation O B J E C T I V E To organize and design the materials for a multi-day film festival featuring a popular director, where five of the director’s films will be screened. Each of the films must share a common thread, and this thread will be used as the inspiration for the design of the festival itself. S O L U T I O N S I selected Danny Boyle as the filmmaker to highlight for this project. I am intrigued by the way his lead characters take you along for the ride, pushing forward with excitement and energy and dreams­—until, of course, the price for those choices must be paid. As a criteria to select the films to screen for the festival I came up with the follzowing thread: “Fast-paced, exciting and risky adventures turn desperate for urban young adults. Through surreal dreams and nightmares, thrills turn sour, and in the end, a high price must be paid to overcome bad choices that were made.” To reflect the right feel of Boyle’s work, I shot my own photography in a unique style, and developed a visual system to highlight the film festival via print, web and motion graphics.

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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P ROJ E CT

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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P ROJ E CT

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P ROJ E CT

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P ROJ E CT

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Fram i ng D e sp e rati o n / D an n y Boy le Fil m Fe st ival

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P ROJ E CT

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P ROJ E CT

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P ROJ E CT

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04 PROJECT / T h e Fu tu re o f E yewear COURSE / Ty pe S y stem s INSTRUCTOR / Davi d Hake C AT E G O R Y / P ri n t T Y P E FA C E S / A rc h erP ro / Aven i r Nex t


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Vision O BJE CT I VE To research and design a book from scratch on the future of a chosen topic. The book must contain original research, content, layout and typography. S O LU T I O N S For this project I chose to focus on the future of eyewear. In my research, I looked at eyewear as an evolving technology and documented its evolution from its origins in the 13th century until the present. The book also looks at the technology of 3D printing and touches on the way 3D printing may be used as a tool to change the way we could think about eyewear in the future.

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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Fram i ng Vi s i o n / T h e Fu t u re of Eyewe a r

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P ROJ E CT

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05 PROJECT / Do u ble Del i g h t Tea Cu ps Pac k ag i n g COURSE / Pac k ag i n g Des i g n 2 INSTRUCTOR / T h o mas M c Nu l ty C AT E G O R Y / Pac k ag i n g / P ri n t / I d en ti ty T Y P E FA C E S / A rc h erP ro / Aven i r Nex t


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Harmony O BJ E CT I V E To create a set of glassware that is packaged with smart structures. My main goal was to create a package around the glassware that really stands out and acts as a selling point for the product. Being simple and minimal in its construction, the packaging must use materials that appear beautiful yet durable, and appeal to an eco-friendly audience. S O LU T I O N S I got my inspiration for this design by looking at the traditional Chinese wedding ceremony. Starting with a focus on the symbol for double happiness and the use of deep red, which is the traditional wedding color in China, I then structured the packaging to emulate the style of the latticework found in the window frames of old Chinese temples and homes. I also explored the use of new materials made from biodegradable and renewable sources that reduce waste, as well as pack the uniquely crafted products with smart structures that appear beautiful yet durable.

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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Ceramic Tea cups

By Mikasa

Ceramic Tea cups

By Mikasa

x6

x6 8 oz


P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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P ROJ E CT

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Fram i ng Harm o ny / D ou ble D e l igh t Te a C u ps Pa cka gin g

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06 PROJECT / T h e I n n er S u n s et Nei g h bo rh o o d COURSE / Ty pe E x peri men ts INSTRUCTOR / S tai n Zi en k C AT E G O R Y / P ri n t / Ty po g raph y T Y P E FA C E S / I TC Avan t G ard e G o th i c


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The Fog O BJ E CT I V E To make a mini book that uses type and layout as a way to communicate feeling and emotions I have in my life and environment. S O LU T I O N S The book I put together, Blend In, is about the Inner Sunset neighborhood where I have lived for more than five years. This neighborhood is very unique to San Francisco, with its interesting mix of UCSF students and doctors, Golden Gate Park weekend-goers and asian markets and restaurants. The fog also gives the neighborhood its special feel and adds a layer of uniqueness to the visual environment.

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Fram i ng the Fo g / T h e I n n e r S u n s e t Ne igh borh o od

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P ROJ E CT

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Fram i ng the Fo g / T h e I n n e r S u n s e t Ne igh borh o od

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P ROJ E CT

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Fram i ng the Fo g / T h e I n n e r S u n s e t Ne igh borh o od

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P ROJ E CT

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P ROJ E CT

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Fram i ng the Fo g / T h e I n n e r S u n s e t Ne igh borh o od

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P ROJ E CT

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P ROJ E CT

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Fram i ng the Fo g / T h e I n n e r S u n s e t Ne igh borh o od

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07 PROJECT / M u s i c Po ster COURSE / Ty pe E x peri men ts INSTRUCTOR / S tan Zi en k C AT E G O R Y / P ri n t / Ty po g raph y T Y P E FA C E S / A k z i d en z G ro tex k / B as kervi l le


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Memories O BJ E CT I V E To choose a piece of music that has meaning to me, and use the lyrics of the song as a basis to experiment with typography and visual layouts that communicate how I feel about it. S O LU T I O N S In this work, I chose the song Flight of the Bumblebee by Nikolai Rimsky-Korsakov. Originally from a Russian play, this music brings me back to my childhood. It is reminiscent of the sounds I heard from the window as a young child growing up in the music university in China, with people practicing the song on piano. As the song builds from light and airy to deep and intense, the dense rhythm really sounds a lot like the buzz from bumblebee’s wings.

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Fram i ng M e m o ri e s / Mu s ic Po ste r

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P ROJ E CT

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P ROJ E CT

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Fram i ng M e m o ri e s / Mu s ic Po ste r

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P ROJ E CT

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Fram i ng M e m o ri e s / Mu s ic Po ste r

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P ROJ E CT

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Fram i ng M e m o ri e s / Mu s ic Po ste r

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P ROJ E CT

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Fram i ng D i ffe re nce s / T h e s is : Warm Mil k , C o ld Mil k

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08 PROJECT / Warm M i l k , Co l d M i l k足足 足C h i n es e A m eri can Paren ti n g COURSE / M FA T h es i s INSTRUCTOR / P h i l Hamlett / Caro l i n a d e B arto lo J erem y S to u t / A m i r B ah ad o ri C AT E G O R Y / Web / U X / U I / P ri n t I d en ti ty / I l l u strati o n M o ti o n G raph i c s T Y P E FA C E S / Balance OTC / RTWS LangQian R T W S Yu e S h a n g G o t h i c


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Differences M FA T h e s i s

O BJ E CT I V E To help multicultural parents recognize and understand the differences that exist between cultures, so that they can raise their children to take on the best that both cultures have to offer. S O LU T I O N S By using humor as a vehicle, I developed an ecosystem of products to help multicultural parents understand how to think about their cultural differences, as well as participate in a community of other parents with similar backgrounds. Initially focusing on Chinese and American cultures, the materials were designed with extensibility in mind.

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Thanks! I would like to thank my family for all the support and help they have given me over the past few years. I would also like to thank my instructors for being honest yet encouraging, and for pushing me harder than I ever thought was possible. Special thanks to my fellow classmates—we shared our tears and struggles and now can laugh and appreciate how far we have come. {Summary of final semester—measured by coffee.}

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STUDENT NAME /

SCHOOL /

PRINTING /

E l ita Jing fang Chen

Academy of Art U n ive rs it y

Graph ic Image ry

PHONE /

COURSE /

BINDERY /

408.348.7772

M FA Graphic Design Port fol io

T h e Key P rin t in g & Bin din g

EMAIL /

SEMESTER /

TEXT STOCK /

el itajf Chen@gmail.com

Sprin g 2 0 1 5

1 0 0 # Mo h aw k D igita l Tex t

WEBSITE /

INSTRUCTOR /

T Y P E FA C E /

my nameisjing.com

M ary S cot t / Phil Ha mle t t

D IN P ro / D IN S ch rift

Š Al l righ ts re s e rve d . N o p a r t o f t h is pu bl icat ion can b e re p ro d uce d

TITLE OF BOOK /

PHOTOGRAPHY /

SOFTWARE /

w it h ou t ex pre ss pe r m i ssi o n f ro m

Framing

Elita Jing fa n g C h e n

Ado be C re at ive S u ite

El ita Ji ng fa ng C he n






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