N AV IG AT E
Design is about communicating clearly, about getting ideas across, and doing it with purpose and intelligence. No mark is left unreasoned and no possibility left unexplored. Much like life itself, design is a journey we must navigate. SEL ECTED WOR K S OF EL L EN WONG
FOR E WOR D
N AV I G A T E
:
Each project has a final destination. To successfully reach that point we must brainstorm, research, and collaborate—lay the course, plot, and plan. What are all the design directions we could take? Which ones will lead us to the journey’s end? It is about the process—about taking calculated steps through each project and progressing on the best course. At times we may get lost, but we learn to refine our direction till the point of interest is in our view once again. Design is a journey we must navigate.
TA BL E OF CON T EN TS
P OI N TS OF I N T E R E ST
01
02
03
04
05
PROJ ECT 01
06
PROJECT 06
SOU N DSTR IPE ¬
BL ACK & BROW N ¬
Pages 06 – 15
Pages 96 – 115
PROJECT 02
07
PROJECT 07
E VA A I R ¬
A M E R ICA N GI A N T ¬
Pages 16 – 43
Pages 116 – 129
PROJECT 03
08
PROJECT 08
A M Y ’S BR E A D ¬
LUSH CO SM ET IC S ¬
Pages 44 – 55
Pages 130 – 141
PROJECT 04
09
PROJECT 09
SPECT RU M ¬
SEL ECTED BR A N D IDEN TIFIER S ¬
Pages 56 – 73
Pages 142 – 149
PROJECT 05 W H I T E M A R B L E M E L A N C H O LY ¬
Pages 74 – 95
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
SOU N DST R IPE
PROJECT
01
“Design is not just what it looks like and feels like. Design is how it works.” —STEV E JOBS , ENTR EPR ENEUR
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Graphic Design 3
Music lovers who value new genre discovery,
Phone App
good soundtracks, and appreciate music as a
Brand Identifier
I NST RUCTOR
Melissa Kelley DU R AT ION
14 Weeks CAT EG ORY
part of daily life. K EY WOR DS ¬
Modern Visual
T Y P E FA C E ( S ) ¬
Futura Condensed COLOR S ¬
Transparent
_ _ _ Print
Cool
_X_ Identity
Interactive
_ _ _ Packaging _X_ UI/UX _ _ _ Web
OBJECTI V E
Create an app for a mobile phone.
A PPROACH
Discovering new music may be limited to radio play and at that, it becomes repetitive and old almost immediately. This music discovery app will allow a user to search, play, or find a song based on his or her own feeling and mood, or that of the location he or she is in currently. The app is about exploring and sharing music through a user base—meaning users can pin songs they find appropriate to the mood or setting of a location. It can function well for those who travel and enjoy finding local music, or for those who want a personalized soundtrack based on the ambiance of their setting. Users are, in effect, encouraged to travel and explore more in life.
TITLE < SOUNDSTRIPE >
LOCATION < ( 01 ) 02 03 04 05 06 07 08 09 >
PAG E S < 0 6 ( 0 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SOUNDSTRIPE >
LOCATION < ( 01 ) 02 03 04 05 06 07 08 09 >
PAG E S < 0 8 ( 0 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SOUNDSTRIPE >
LOCATION < ( 01 ) 02 03 04 05 06 07 08 09 >
PAG E S < 10 ( 1 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SOUNDSTRIPE >
LOCATION < ( 01 ) 02 03 04 05 06 07 08 09 >
PAG E S < 1 2 ( 1 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SOUNDSTRIPE >
LOCATION < ( 01 ) 02 03 04 05 06 07 08 09 >
PAG E S < 14 ( 1 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
E VA A IR
PROJECT
02
“Creativity is allowing yourself to make mistakes. Design is knowing which ones to keep.” — S COTT A DA MS , DE SIGN ER
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Identity 2
Working professionals with high standards
Brand Identifier
who appreciate quality service, punctuality,
Graphic Standards Manual
I NST RUCTOR
Thomas McNulty DU R AT ION
8 Weeks CAT EG ORY
and innovation in their flying experience. K EY WOR DS ¬
Stationery System Applications
Modern
T Y P E FA C E ( S ) ¬
World-Class
Helvetica Neue
Innovative
Century Gothic
_X_ Print
Safe
_X_ Identity
Premium
COLOR S ¬
_ _ _ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Rebrand an existing airline company.
A PPROACH
EVA Air is named one of the top ten international airlines, yet the company’s existing image is not representative of that. A new identity was developed in order to realign the company’s image to that of its world-class ranking. The idea was to retain facets of the most recognizable existing equities—color palette and identity symbol—and inject into them modern enhancements; this way, loyal customers are not lost, and or while the company is not constrained. EVA Air has long been a cherished representative of Taiwan. As a way to bring out more of the airline’s cultural identity, petals of the Taiwanese national flower, the plum blossom, were melded with a modernized nautical star compass to create the new company symbol. Updated branding colors paired with a dynamic secondary graphic bring a contemporary feel. Altogether, EVA Air’s brand becomes elevated to the height of its renowned reputation.
PAG E S < 16 ( 17 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
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T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 1 9 8 ( 19 8 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 2 0 ( 2 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 2 2 ( 2 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 2 4 ( 2 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 2 8 ( 2 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 3 0 ( 3 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 3 2 ( 3 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 3 4 ( 3 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 3 6 ( 3 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 3 8 ( 3 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 4 0 ( 4 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
T I T L E < E VA A I R >
LOCATION < 01 ( 02 ) 03 04 05 06 07 08 09 >
PAG E S < 4 2 ( 4 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
A M Y ’S BR E A D
PROJECT
03
“Design is thinking made visual.” — S AU L B A S S , D E S I G N E R
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
Packaging 2
NYC locals who value affordable, high quality
In-Store Packaging
baked goods and a bakery atmosphere with
Brand Identifier
I NST RUCTOR
Michael Osborne DU R AT ION
5 Weeks CAT EG ORY
charm and tradition.
DELI V ER A BL E(S ) ¬
T Y P E FA C E ( S ) ¬
K EY WOR DS ¬
Black Jack
Charming
Lulo
Handmade Classic
_ _ _ Print
Striped
_X_ Identity
French-Inspired
COLOR S ¬
_X_ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Choose any brand that has a store-front and create an in-store packaging campaign.
A PPROACH
Amy’s Bread, based in New York, is recognized as one of the best bread bakeries in the United States. It has been featured in The New York Times, Gourmet, Food & Wine, and Bon Appétit. Though the company is highly regarded, its current identity and in-store packaging are not on par with the bakery’s standing. This in-store packaging campaign is meant to revitalize the company’s image. Because Amy’s Bread has been building its customer base since 1992, it was important to reflect some of the existing equity in the campaign. All Amy’s Bread stores feature the same color scheme and striped awning, making them an immediate association to the brand. These aspects are carried throughout the new design to retain some familiarity. Added touches are a French-inspired graphic and a romantic script pattern which reference Amy’s French baking techniques. The typography and graphic echo the sentiment of the handcrafted process in bread baking and shaping.
PAG E S < 4 4 ( 4 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
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TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
PAG E S < 4 6 ( 47 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
PAG E S < 4 8 ( 4 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
PAG E S < 5 0 ( 5 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
PAG E S < 52 ( 5 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < AMY’S BREAD >
LOCATION < 01 02 ( 03 ) 04 05 06 07 08 09 >
PAG E S < 5 4 ( 5 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
SPECT RU M
PROJECT
04
“I am always doing that which I cannot do, in order that I may learn how to do it.” — PA B L O P I C A S S O , A R T I S T
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
Packaging 2
Children age 4 – 10 years old with mothers
Colored Pencil Box
who are concerned about child learning and
Pencil Holder
I NST RUCTOR
Michael Osborne DU R AT ION
8 Weeks CAT EG ORY
products that will keep children entertained. K EY WOR DS ¬
DELI V ER A BL E(S ) ¬
Brand Identifier Activity Cards
Vibrant
T Y P E FA C E ( S ) ¬
Functional
Gotham Rounded
Easy
_ _ _ Print
Interactive
_X_ Identity
Modern
COLOR S ¬
_X_ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Design packaging for a set of 36 colored pencils. In this hypothetical situation, Prismacolor is starting a private label called Spectrum. Spectrum would offer affordable colored pencils at stores like Walmart, Michaels, and Toys“R”Us. A requisite is to have the packaging function as a stand for the colored pencils.
A PPROACH
Two packaging design solutions were formed—each with a different interactive focus—inspired by Colorforms and Tangram Puzzles. The idea was to create a package that both attract the children (who will be using the product) and gain the trust of the parents (who ultimately purchase the product). The vibrant colors set against a black background make reference to Prismacolor and create a look of high quality that can be trusted. The colored shapes and die-cut window show a multitude of colors which invite children to open the box and interact with the package. Within each box is a set of educational, interactive cards that can be colored and keeps its users entertained for countless hours.
PAG E S < 5 6 ( 5 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
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TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 5 8 ( 5 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 6 0 ( 61 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 6 2 ( 6 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 6 4 ( 6 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 6 6 ( 67 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
PUZZLE
ANSWER
PUZZLE
ANSWER
ANSWER
PUZZLE
ANSWER
PUZZLE
A BOV E ¬
Activity cards from the Tangram-inspired colored pencil set. The goal of the game is to use all seven shapes to fill the white silhouette. Within the set of cards are shapes that could be colored then cut out to use to solve the puzzles, or a pre-colored set that’s ready to go.
TITLE < SPECTRUM >
PUZZLE
ANSWER
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PUZZLE
ANSWER
TANGRAM PUZZLES
Tangram puzzle has been around since the early 19th century. It is a popular dissection puzzle consisting of seven flat shapes which are put together to form the silhouette of a puzzle. All seven pieces must be used and may not overlap. Tangram puzzle is a tried and true way for children and adults alike to expand their imagination and exercise their brains. Included within the box is a set of cards with perforated shapes. Each shape can be repositioned to solve the chosen puzzle. An uncolored set of colorform shapes is included to be colored with the spectrum colored pencils. There truly is no limit to what can be created! 1
Find the cardset of shapes and rip along the perforated lines to make the seven pieces needed for the Tangram Puzzles.
2 Pick a puzzle.
RIP ALONG THE PERFORATION
COLOR ME
3 Rearrange the pieces to form the silhouette of the puzzle. If you get stuck, flip the card over for the answer.
PAG E S < 6 8 ( 6 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
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TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 70 ( 7 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SPECTRUM >
LOCATION < 01 02 03 ( 04 ) 05 06 07 08 09 >
PAG E S < 7 2 ( 7 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
W H IT E M A R BL E M EL A NCHOLY
PROJECT
05
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” — A N T O I N E D E S A I N T- E X U P É R Y, W R I T E R
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Typography 3
Taj Mahal visitors and architecture
Book
I NST RUCTOR
Ariel Grey DU R AT ION
14 Weeks CAT EG ORY
enthusiasts who generally take interest in the
Bookmarks
story and details behind a structure.
Website
K EY WOR DS ¬
T Y P E FA C E ( S ) ¬
Dreamlike
Stempel Garamond
Geometric
Scala Sans
Soft
_X_ Print
Reflective
_ _ _ Identity
Mirroring
COLOR S ¬
_ _ _ Packaging _ _ _ UI/UX _X_ Web
OBJECTI V E
To design a 56-page collector’s edition book developed around a form of architecture.
A PPROACH
The Taj Mahal is often times referred to as heaven on earth. The captivating architectural masterpiece is so beautifully complex with influences by the Golden Section and mathematical symmetry that it has yet to be matched by any other structure of its same category. Even the mausoleum’s reflection into the river and garden fountains are taken into careful consideration. The Taj Mahal comes with a well-known tale of an Emperor’s love for his deceased wife. On her deathbed, he vowed to build the magnificent mausoleum in her honor. While the Emperor’s passion is translated into the structure, a deeper look into the layers gives another story of an Emperor’s growing weakness and irrational obsession with perfecting this Paradise mausoleum. The idea for the book was to emulate the surface beauty of the Taj Mahal—using soft colors found within the marble stones—while hinting to an underlying dark story of obsession seen in the “window slivers” of the book’s grid and metaphorically shown as a reflection of the boilerplate.
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 74 ( 7 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 76 ( 7 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 7 8 ( 7 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 8 0 ( 8 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
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TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 8 2 ( 8 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 8 4 ( 8 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 8 6 ( 8 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 8 8 ( 8 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 9 0 ( 91 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 9 2 ( 9 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
BE L OW ¬
Publisher website redesigned to incorporate golden section details as a parallel to the book’s concept.
>>>
TIT L E < W H IT E M A R BL E M E L A NCHOLY >
LOCATION < 01 02 03 04 ( 05 ) 06 07 08 09 >
PAG E S < 9 4 ( 9 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
BL ACK & BROW N
PROJECT
06
“Design is as much a matter of finding problems as it is solving them.” — B R YA N L AW S O N , A R C H I T E C T
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Identity 2
Fashion conscious men and women who
Brand Identifier
I NST RUCTOR
Thomas McNulty DU R AT ION
5 Weeks CAT EG ORY
crave clothing that speak to their unique
Stationery System
personality and style.
Applications
K EY WOR DS ¬
T Y P E FA C E ( S ) ¬
Vintage
Gotham
Modern Eclectic
_X_ Print
Boutique
_X_ Identity
Designer
COLOR S ¬
_ _ _ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Create a new identity for an existing retail company.
A PPROACH
Black & Brown specializes in selling quality contemporary clothing, one-of-a-kind vintage, and designer labels. The retail space offers a place where customers across the board can find something to suit their individual tastes. Presently, three different outdated brand identifiers are being used in the store, none of which are representative of the high-end brands sold there. The idea behind the rebrand was to create one consistent voice and an identity that would blend vintage and modern aspects to match the eclectic collection of styles sold in the boutique store. The new identifier has its letterform inspired by the 1920s, while its logotype is a modern sans-serif. The new color palette brings an air of sophistication better suited to the boutique.
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 9 6 ( 9 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 9 8 ( 9 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 10 0 ( 101 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N > LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAGE S < 10 2 ( 10 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 10 4 ( 10 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 10 6 ( 10 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 10 8 ( 10 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 1 10 ( 1 1 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 1 1 2 ( 1 1 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < BL ACK & BROW N >
LOCATION < 01 02 03 04 05 ( 06 ) 07 08 09 >
PAG E S < 1 14 ( 1 1 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
A M ER ICA N GI A N T
PROJECT
07
“The details are details. They make the product. It will in the end be these details that give the product its life.” — CH A R LE S E A ME S , DE SIGN ER
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Visual Systems 2
Motivated, hardworking individuals inspired
Posters
to live the American dream. Those who wear
Poster Packaging
I NST RUCTOR
Eszter Clark DU R AT ION
14 Weeks CAT EG ORY
the gear are tough giants. K EY WOR DS ¬
American Bold
T Y P E FA C E ( S ) ¬
ITC Franklin Gothic COLOR S ¬
Inspiring
_X_ Print
Detailed
_ _ _ Identity
Industrial
_X_ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Choose an existing company that manufactures products and design a promotional campaign.
A PPROACH
American Giant is a sportswear company proud of containing their entire production process within the United States. The company is an Internet sensation, most recognized for having made the “best hoodie ever.” The idea behind this campaign is that details are what make the product. Although a hooded sweatshirt is a simple closet basic, American Giant has made a name for itself reworking the standard details of a hoodie. While most competitor hoodies consist of fourteen pattern pieces, an American Giant hoodie has sixty-nine. Details from the production process (clothing patterns and stitch detailing) are juxtaposed with details of American Giant consumer lives (the worn shoes of a cross-fitter, the gloves of a boxer, boots of a construction worker, etc.) throughout promotional posters and poster packaging.
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 16 ( 1 17 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 1 8 ( 1 1 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 2 0 ( 1 2 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 2 2 ( 1 2 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 2 4 ( 1 2 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 2 6 ( 1 2 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < A MERICA N GI A NT >
LOCATION < 01 02 03 04 05 06 ( 07 ) 08 09 >
PAG E S < 1 2 8 ( 1 2 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
LUSH COSM ETICS
PROJECT
08
“Design is the silent ambassador of your brand.” — PAU L R A N D , D E S I G N E R
OV ERV IEW
SPECIFICS
COU R SE
AU DI E NCE ¬
DELI V ER A BL E(S ) ¬
Packaging 2
Women who are environmentally conscious
In-Store Packaging
I NST RUCTOR
Michael Osborne DU R AT ION
5 Weeks CAT EG ORY
and concerned about the ingredients that go into their beauty products.
T Y P E FA C E ( S ) ¬
K EY WOR DS ¬
Helvetica Neue
Fresh Fragrant
Lush
COLOR S ¬
Colorful
_ _ _ Print
Bold
_ _ _ Identity
Cheeky
_X_ Packaging _ _ _ UI/UX _ _ _ Web
OBJECTI V E
Choose any brand that has a store-front and create an in-store packaging campaign.
A PPROACH
Lush is a cosmetics retailer dedicated to producing fresh handmade cosmetics. The company is centered around helping people feel better about themselves and a staunch believer in campaigning for the environment. The idea of the new in-store packaging campaign was to focus on the brand’s values. Reducing the heavy amount of black usually used in their collateral and offering reusable drawstring bags align the company’s practices to their concern for the environment. Cheeky statements found on the back of each bag encourage customers to relax and enjoy life. A watercolor based design is used to capture the essence of Lush’s most popular cosmetics line, the bath bombs. The look is colorful, as if a bath bomb had just been dropped into the tub.
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 1 3 0 ( 1 3 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 1 3 2 ( 1 3 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 1 3 4 ( 1 3 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 1 3 6 ( 1 3 7 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 1 3 8 ( 1 3 9 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < LUSH COSMETICS >
LOCATION < 01 02 03 04 05 06 07 ( 08 ) 09 >
PAG E S < 14 0 ( 14 1 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
SEL ECT ED BR A N D I DEN TI FI ER S
PROJECT
09
“Good design is good business.” —T H O M A S J . WA T S O N J R . , B U S I N E S S M A N
OV ERV IEW
OBJECTI V E
COU R SE
To capture a company’s voice, message, and essence through an identifier.
Various I NST RUCTOR
Various DU R AT ION
3 years CAT EG ORY
_X_ Print _X_ Identity _X_ Packaging _X_ UI/UX _ _ _ Web
A PPROACH
This is a collection of final brand identifiers for various projects that were completed during my studie s at the Ac ademy of Ar t Univer sit y.
TITLE < SELECTED BR A ND IDENTIFIERS >
LOCATION < 01 02 03 04 05 06 07 08 ( 09 ) >
PAG E S < 14 2 ( 14 3 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SELECTED BR A ND IDENTIFIER S > LOCATION < 01 02 03 04 05 06 07 08 ( 09 ) >
PAGE S < 14 4 ( 14 5 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SELECTED BR A ND IDENTIFIER S > LOCATION < 01 02 03 04 05 06 07 08 ( 09 ) >
PAGE S < 14 6 ( 147 ) >
N AV I G AT E < S E L E C T E D W O R K S O F E L L E N W O N G >
>>>
TITLE < SELECTED BR A ND IDENTIFIER S > LOCATION < 01 02 03 04 05 06 07 08 ( 09 ) >
PAGE S < 14 8 ( 14 9 ) >
T H A N K YOU
:
MOM A N D DA D ¬
Mom and dad, you are my biggest supporters. I wouldn’t be where I am today without the both of you. Thank you for housing me, feeding me, and doing every little thing you could to make my life easier when it felt hard. You have sacrificed so much to provide me the opportunities you didn’t have and I am truly forever grateful. I hope I make you proud.
KEVIN ¬
You have always reminded me of my strength when I needed it most and given me your’s when I had trouble finding mine. You have inspired me to grow into a smarter, happier human being. Thank you for your humor, support, and love. See you in Los Angeles!
M Y BEST FR IEN DS ¬
A girl couldn’t ask for a better group of friends. Sorry for disappearing for weeks at a time, or only hanging out with you if you had “work” to do as well. Thank you for sharing much needed wine nights and sleepovers. I love you all. You keep me sane! Special shout out to Mary Cheung for answering my endless photography and Photoshop questions.
CL A SSM ATE S ¬
What a journey! We made it! Each one of you have inspired me to become a better designer. I am truly in the presence of some future superstars! Thank you for sharing your coveted design secrets and being with me through those late night panic attacks. Only you will understand all the blood, sweat and tears that are put into each project and this book.
M EN TOR S ¬
Thank you to: Scott Rankin, David Hake, Thomas McNulty, Michael Osborne, Ariel Grey, Eszter Clark, and Mary Scott. I have left every one of your classes inspired to become a better designer. Thank you for your guidance, understanding, and most of all, for believing in me.
DE SIGN E R
TEXT STOCK
© 2015 E L L E N WONG ¬
Ellen Wong
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