Cherish Cherry FangTzu Chang by Cherry Chang

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CHERISH THE WORK

“ I cherish each moment I have been

given to explore and embrace inspiration from all around me.”

— C H E R RY FA N GT Z U C H A N G

C O N C E P T/

These works are my most prized possessions, all of them represent a creative process that combines art and technology to communicate ideas. The amount of time and care I spend compiling my best work for each project establishes my uniqueness. In my design process I use text, illustrations, symbols, photography, textures, colors and letterforms. I cherish the process that leads me to solve problems visually.

DESIGNER/

Cherry FangTzu Chang YEAR/

2016 S U B J E C T/

MFA Portfolio

TA B L E O F C O N T E N T CHERISH

01¬ P R O J E C T/

APPRECIATE THE ART Life Goes On

02¬ P R O J E C T/

RESPECT THE EARTH Live Smart

03¬ P R O J E C T/

EMBRACE THE RHYTHM La La La

07¬

04¬ P R O J E C T/

DELIGHT IN SWEET I Love Macarons

PUSH COOPERATION Milton Bradley

06¬ P R O J E C T/

CULTIVATE LIFE Washed from Darkness

08¬

05¬ P R O J E C T/

P R O J E C T/

HIGHLIGHT THE WORK Cisco

09¬ ENJOY THE FUN Party On

P R O J E C T/

MFA THESIS Wild Blue

M FA P O R T F O L I O/ C H E R I S H

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A P P R E C I AT E T H E A R T

P R O J E C T/ L I F E G O E S O N B O O K

“ Art washes away from the soul the dust of everyday life.”

CHERISH

— PA B L O P I C A S S O , PA I N T E R

OBJECTIVE/

Through type and image, this book illustrates my one-day bicycle journey and explores the art in Oakland, California. This project was to design a book that tells a story about our daily routines. The book recorded things that we see, hear, touch, smell, or experience in our daily life. We needed to document the observation with writing and photos to complete the concept.

APPROACH/

I decided to document my relaxing day in Oakland, riding my bicycle, discovering some of the best street art and joining “Friday Nights” with live music and film screenings at the Oakland Museum of California. In order to convey the feeling of riding a bicycle, I created my own handwriting font and bicycle icon. I indicated the page numbers with a map icon to give a tour route feeling.

INSTRUCTOR/

Stanley Zienka COURSE/

Type Experiments S U B J E C T/

Life Goes On C AT E G O R Y/

Typography

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P R O J E C T/ L I F E G O E S O N B O O K

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DESIGNER/ CHERRY CHANG ¬

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P R O J E C T/ L I V E S M A R T O R G A N I Z A T I O N ¬

RESPECT THE EARTH

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“ Reuse Reduce Recycle! Save the world , no need to be superman. ”

CHERISH

— M A R G A R E T I RV I N E

OBJECTIVE/

The Live Smart project simplifies and improves our lives, especially when a solution to a common problem is cheap, effective, and easy to do! This project intends to address the environmental problem of garbage waste through design in a way that would influence people to take positive action. If people pay attention to the waste issue, it will reduce greenhouse gas emissions and help prevent global climate change.

APPROACH/

In order to change people’s wasteful lifestyle. I decided to pursue a way to make people recycle without social pressure. I will educate people on how reusing and recycling can help them, their community, and the environment by saving money, energy, and natural resources. Based on the recycle and reuse concept, I used craft paper texture as my main background with sketched graphic elements to set an environmental protection tone.

INSTRUCTOR/

David Hake COURSE/

Visual Thinking S U B J E C T/

Live Smart C AT E G O R Y/

Typography. Branding

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EMBRACE THE RHYTHM

P R O J E C T/ L A L A L A M U S I C P O S T E R

“ When I make music, it’s a very visual thing. Conjures up a lot of images.”

CHERISH

—KING KRULE. MUSIC PRODUCER

OBJECTIVE/

Playing with light, color, fabric, and type to create occultist imagery that uncovers the soul of the song. Explore various way to play with type. This project was to design a poster based on the song that we had chosen, expressing the music through typography, imagery, and layout. We needed to collect ideas, emotions, and visuals appropriate to the song. In class, we used a projector to compose the elements on to various surfaces.

APPROACH/

I chose to work with “ La La La,” a song by Naughty Boy. I showed contrast with type. Big, messy type shows people abusive suffering, and small type focuses on “hush,” presenting people who want to escape pain. Since I visualized the song as a wound, I used red and blue to create a sorrowful scene on the poster.

INSTRUCTOR/

Stanley Zienka COURSE/

Type Experiments S U B J E C T/

La La La C AT E G O R Y/

Typography

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P R O J E C T/ L A L A L A M U S I C P O S T E R

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P R O J E C T/ L A L A L A M U S I C P O S T E R

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DELIGHT IN SWEETS

P R O J E C T/ I L O V E M A C A R O N S C O O K B O O K

“ Cooking with kids is not just about

ingredients, recipes, and cooking. It’s about harnessing imagination, empowerment, and creativity.”

CHERISH

—CRAIG CLAIBORNE, FOOD JOURNALIST

OBJECTIVE/

This project is to choose a coffee table book and pick a new targeted audience. It follows the new direction and redesigns the cover and some sample spreads. The cook book, I Love Macarons, presents basic cooking techniques explained in child-friendly language and brings inspiration and confidence to the chefs of the future.

APPROACH/

I chose I Love Macarons, a charmingly designed guide sure to have macaron lovers everywhere whipping up these colorful confections at home. I transformed the original book into a child-friendly cookbook. I adopted bright, cheerful, and fun as the main concept and picked Helvetica Round to appeal to young children.

INSTRUCTOR/

Andrew Loese COURSE/

Type Composition S U B J E C T/

I Love Macarons C AT E G O R Y/

Typography

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P US H C O O P E R AT I O N

P R O J E C T/ M I L T O N B R A D L E Y B R A N D G U I D E L I N E S

“ Alone we can do so little. Together we can do so much.”

CHERISH

—H E L E N K E L L E R , A M E R I CA N AU T H O R

OBJECTIVE/

This project was to find a dead, defunct or dying brand and bring new life to it. Expand the core meaning of the brand, and develop a new visual system and future possibilities to build up a new brand standard guide. Keep the original mission of Milton Bradley, and transform it from a board game company to an entity helping people to build the skills of cooperation and contribution.

APPROACH/

I chose to rebrand Milton Bradley, a game manufacturer who designs games for kids. The core idea of Milton Bradley’s board games is cooperation. Therefore I transformed Milton Bradley into a brand that helps people to harness their advantage of cooperative behavior to build a better community. To convey this concept, I used harmonious colors and a friendly typeface in the visual system. The original spirit of the brand was extended from the personal to the global.

INSTRUCTOR/

Hunter Wimmer COURSE/

The Nature of Identity S U B J E C T/

Milton Bradley C AT E G O R Y/

Typography. Branding

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32x

x 2.5x

28x

5.5x 1.5x 9x

10x

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P R O J E C T/ M I L T O N B R A D L E Y B R A N D G U I D E L I N E S

“

CHAPTER/

Individually we are one drop. Together we are an ocean. ” —Ryunosuke Satoro (Japanese Poet))

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ENJOY THE FUN

“ We believe the most cherished

moments happen when friends and family get together.” —U N K N OW N

CHERISH

P R O J E C T/ P A R T Y O N A P P

OBJECTIVE/

This project is to develop a well-concerned IOS app for urban San Francisco ages of 25-35 men and women with middle to high income. We must create at least three iPhone functions, designing the structure, flow, features and engaging user experience. With the Party on app you can organize one or, if needed, several events in a simple, quick, and efficient way. You can use your finger to throw a party.

APPROACH/

Party On is a party planer app that helps people who live in San Francisco to organize an event very easily. In order to achieve my goal of helping people to hold a party in a simple way, I got a lot of insight from user testing, and added more features to my app like a drink refueling system and post party clean up service. I used a big image on the main page to attract people’s attention, and created a simple but effective icon to make sure the call to action was not lost in the user experience.

INSTRUCTOR/

Amir Bahadori COURSE/

Nature of Interaction S U B J E C T/

Party On C AT E G O R Y/

UI/UX

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PAG E 0 9 6

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P R O J E C T/ P A R T Y O N A P P

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C U LT I VAT E L I F E

P R O J E C T/ J O N A T H A N D E M M E F I L M F E S T I V A L

“ As a kid, I loved going to the movies, and now I love making movies. ”

CHERISH

— J O N AT H A N D E M M E , F I L M D I R E C T O R

OBJECTIVE/

The film festival, Washed from Darkness, is a celebration of Jonathan Demme by exploring tragedy, redemption, and human psychology in his films. This project is to choose a film director and discover a common thread in four of his films. Based on the thread, we need to create a visual system through deliverables that include a poster, catalog, DVD’s, schedule, and promotional materials such as a website, advertisement, and products, which all capture the essence of the film festival.

APPROACH/

I chose the director Jonathan Demme and the film festival includes four of his well known movies. The title for the film festival is “Washed from Darkness.” I use water as the main visual because I found that Jonathan Demme used water as a metaphor for death and rebirth. To keep the storyline more consistent, I used muddy blue as my main color to create a psychological mood. Washed out type and graphic treatments represent the sorrowful feeling in his movies.

INSTRUCTOR/

Christopher Morlan COURSE/

Integrated Communication S U B J E C T/

Washed from Darkness C AT E G O R Y/

Branding

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CHE RRY CHANG LIVE SMART

SUBJECT

DESIGNER

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CHE RRY CHANG LIVE SMART

SUBJECT

DESIGNER

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P. / 012

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CHAPTER

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HIGHLIGHT THE WORKS

P R O J E C T/ C I S C O A N N U A L R E P O R T

“ What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.”

CHERISH

— P E R I C L E S , G R E E K S TAT E S M A N

OBJECTIVE/

To design an annual report for a publicly owned business using a strong concept and visual language system. Redefine the target audience and transform the annual report through typography, photo style, and infographics. The new Cisco annual report takes the traditional dry format and official document and transforms them into a story that is interactive, engaging, informative, and fun.

APPROACH/

With a concise and delightful content design, the Cisco annual report approaches a younger audience through vibrant color with black and white images to create a modern look. The Cisco mission “worldwide leader in networking” is communicated through a needle and thread to represent the connection concept. The needle and thread is carried through out the book in the chapter openers.

INSTRUCTOR/

Tim Carpenter COURSE/

Type Systems S U B J E C T/

Cisco C AT E G O R Y/

Typography

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M FA THESIS W I L D B L U E P R O J E C T/

The project of the MFA thesis is to choose a problem to solve through graphic design, followed by conducting extensive research and user testing to find a solution that is about conceptually and visually successful. This project should demonstrate a range of design skills including conceptual thinking, research, and analysis of user testing to reach a design solution.

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“ Life in cramped tanks is no prize for

M FA T H E S I S

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orcas & dolphins, who want to be free with their families in the ocean.”

CHERISH

—B O B B A R K E R , T V S H OW H O S T

OBJECTIVE/

The Wild Blue project dedicated two years to extensive research and design thinking for problem solving on the topic of reducing the use of marine mammals for public displays. Life for captive marine mammals is nothing like life in the ocean. Marine mammals’ freedom and living space have been exploited by humans. However, some people are willing to pay whatever it costs to hunt and capture marine mammals for entertainment purposes, and it is unacceptable. The hunting and capture of marine mammals to satisfy human's selfish desire should be stopped.

APPROACH/

The Wild Blue project includes the non-profit wild blue organization and “ wildwatcher ” app. The Wild Blue organization is committed in providing the public an opportunity to look behind the scenes of marine mammal captivity and the entertainment industry. The wildwatcher app encourages people to go whale watching instead of visiting marine parks. This app simplifies the trip planning for people to go whale watching by providing options for dining, hotels, things to do, and whale watching spots in the area.

INSTRUCTOR/

Bob Slote Dave Gottwald Phillip Hamlett COURSE/

Thesis Development S U B J E C T/

Wild Blue C AT E G O R Y/

Thesis

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WILD BLUE

Droid Serif

RalewayS

Wild Blue

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WILD BLUE ifonn

Wild Blue

WILD BLUE

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Ubuntu

Wild Blue

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WILD BLUE

Wild Blue

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WILD BLUE

Wild Blue

WILD BLUE

Droid SerifR

aleway

Sifonn

Wild Blue

WILD BLUE Ubuntu

Wild Blue

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o watcher

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CHE R ISH S E L E CT E D WO R K S O F C H E R R Y FA N GT Z U C H A N G

© 2016 by Cherry FangTzu Chang Written and design by Cherry FangTzu Chang All rights reserved. No portion of this book my be used or reproduced in any manner without the written consent of Cherry FangTzu Chang. All respective work shown has been appropriately identified and credited. Any comissions found will be noted and corrected in subsequent editions.

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THANK YOU

CHERISH

P R O J E C T/ T H A N K Y O U

Thanks to my mom and dad for your love and unconditional support. Thanks to both of you for encouraging me to study aboard, for supporting me financially and emotionally, for allowing me to gain confidence, and for broadening my horizons. Everything I have achieved in my life is because of you.

Thanks to Nancy, Fan, Andrew, FanFan, Joseph, James, Cindy, Crystal for your mentally support. I am glad I met you guys and have shared a lot of memories with you. Thanks for supporting me with lots of love.

Thanks to Aum, Joanne, Park, Cecilia, Valerie, Paige, Ziv, Muk, Lea, Pear, Rehab, Mia and Kering for all the critique and support. It was a great experience to meet and work with each of you. We have faced all the challenges together and learned from each other. Especially, thanks to Aum and Park for teaching me a lot of skills and always being by my side.

Thanks to Mary Scott, Phil Hamlett, Susan Pasley, Hunter Wimmer, Michael Kilgore, Tim Carpenter, Susan Pasley, Stanley Zienka, Dave Gottwald, Shel Perkins for your professional guidance. Thank you for teaching me and leading me through the journey as a graphic designer and pushing me to be a better person. I am honored to be one of your students.

Yiyu, you are my best friend, my greatest support, my biggest comfort and my strongest motivation. Thanks for accompanying me in my four years of graduate school life. Words not enough to express my gratitude to you.

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D E S I G N E R / C H E R R Y FA N G T Z U C H A N G ¬

NAME/

PRINTING/

SCHOOL/

Cherry FangTzu Chang

GIANT HORSE PRINTING

ACADEMY OF ART UNIVERSITY

1336 San Mateo Ave,

79 New Montgomery Street,

South San Francisco,

San Francisco, CA 94108

CA 94080

(415)763-0200

TELEPHONE/ (619)300-0938

(650) 875-7137 COURSE/

E-MAIL/ ftcherrychang@gmail.com

B I N D E R Y/

MFA Portfolio

KEY PRINTING & BINDING WEBSITE/ ftcherrychang.com

1934 Park Blvd, Suit A

INSTRUCTOR/

Oakland, CA 94606

Mary Scott, Phil Hamlett

(510) 595-3311 T Y P E FA C E / P H O T O G R A P H Y/ Cherry FangTzu Chang, Yiyu Lin

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Chronicle, Gotham

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