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PROJECT 11 PORTFOLIO
Evidence
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Selected items from a methodical and curious mind
Evidence Selected items from a methodical and curious mind Fin Wang
―Charles Eames
Evidence provides a framework that is demonstrated through my design process. By experimenting with various design methods, I’m able to find evidence— meaningful knowledge—that can help to reveal the connections between people, places, things, and ideas. Furthermore, evidence illuminates the possible paths to innovation. I look for clues that hopefully lead to a solution. If not, they often open up new avenues of investigation. My goal is to find connections between pieces of evidence so that a pattern emerges into a final design.
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INTRODUCTION
Introduction
“Eventually everything connects—people, ideas, objects. The quality of the connections is the key to quality per se.”
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Malcolm Gladwell Book Series/104 Nine Ball Beer/114 From Ocean to Table/130 Erector/156 In the Future Tense/166 MFA Thesis Finfolk
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CONTENTS
Contents
008 Nice Try Film Festival/036 Finfolk Fisherman's Market/ 060 “Coming”—The Future of Sex/078 Funderous/092
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Approach To showcase Jim Jarmusch’s most idiosyncratic movies, including Stranger Than Paradise (1984) and Down By Law (1986), the visual execution is based on the director’s quirky and personal take on life.
Deliverables Catalog (8½ × 12 Inches / Perfect Binding), Posters, Tickets, DVD Packaging, Website, Promotional Materials
Creative Fields: Branding, Print Design, Packaging Design/ Keywords: Futility, Disposable, Quirky Objective Create a film festival for a chosen movie director. Extract a theme that ties together all of the director’s selected movies and create a cohesive visual system through a variety of materials.
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F I L M F E S T I VA L
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Nice Try Film Festival
Instructor: Christopher Morlan/Class: Integrated Communications/ Duration: 15 Weeks/
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JIM JARMUSCH, PHOTOGR APH BY L ARRY BUSACCA
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Approach Overfishing is a global challenge and has a huge impact on humanity. I created a local seafood market brand Finfolk to help consumers make good decisions when purchasing seafood.
Deliverables Poster × 3, Magazine × 1 (8 × 10 Inches / Saddle-Stitch), Website × 1, Seafood Cooking Kit × 1
Design,Web Design, Illustration/Keywords: Sustainability, Community, Friendly, Seafood Objective Identify a problem that can be solved through the design process. Conduct audience research and integrate a variety of media to create awareness about a problem and help solve it.
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PROJECT 02 / 11 FINFOLK FISHERMAN'S MARKET
Finfolk Fisherman's Market
Instructor: Sandra Isla/ Class: Visual Thinking/ Duration: 4 Weeks/ Creative Fields: Print Design, Packaging
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PROJECT 02 / 11 FINFOLK FISHERMAN'S MARKET
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Approach The topic was “sex.” I selected articles and used my own illustrations to showcase the playfulness and novelty of sex in the future where people can have an erotic life only limited by their imagination.
Deliverables Book × 1 (8 × 10 Inches / 65 Pages / Perfect Binding / Hardcover)
Design, Illustration/ Keywords: Imagination, Playful, Expressive
Objective Create a comprehensive book to experiment with designing various typographic layouts. Assume a possible future that might happen in the next ten years for a topic received at random.
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PROJECT 03 / 11 “COMING”— THE FUTURE OF SEX
“Coming”— The Future of Sex
Instructor: David Hake/ Class: Type Systems/ Duration: 10 Weeks/ Creative Fields: Editorial Design,Print
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Deliverables Mobile App Prototype Ă— 1
Keywords: Personal, Mentorship, Accessible
Objective Create an application based on a selected topic, and apply UI/UX design and user experience principles and methodologies.
Approach Asking for donations is intimidating, we get it. Funderous is a personal fundraising app which allows users to follow and contact an experienced mentor to get inspired and get support.
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PROJECT 04 / 11 FUNDEROUS
Funderous
Instructor: Anne Kitzmiller/Class: Nature Of Interaction/Duration: 15 Weeks/Creative Fields: UI/UX, Interaction Design/
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best-selling books: The Tipping Point, Blink and Outliers. I visualized each book's main idea by creating a typographic illustration and syntactic manipulation.
Approach I chose three of Malcolm Gladwell’s
Deliverables Book Cover × 3 (5¼ × 7⅛ Inches)
Print Design/Keywords: Sociology, Pattern, Functional, Typographic
Objective Design three paperback covers which have a cohesive look as a set. Use only three spot colors and adhere to other restrictions to design the book covers with a typographic approach.
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PROJECT 05 / 11 M A LC O L M G L A DW E L L
BOOK SERIES
Malcolm Gladwell Book Series
Instructor: Andrew Loesel/Class: Type Composition/Duration: 4 Weeks/Creative Fields: Typography,
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Approach The event I chose was a pool game between two friends in a dive bar. By using the visual vernacular of beer bottle packaging, I created an iconographic timeline to chart this event.
Deliverables Beer Label Design Ă— 2
Design/Keywords: Storytelling, Timeline, Vernacular
Objective Choose an event that is traditionally notated in hours, minutes and seconds. Rethink the idea of a timeline or calendar to create a new format and a new system of measurement for this event.
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PROJECT 06 / 11 NINE BALL BEER
Nine Ball Beer
Instructor: Hunter Wimmer/Class: Visual Literacy/Duration: 3 Weeks/Creative Fields: Infographic Design, Packaging
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Approach My MFA thesis topic is on encouraging consumers to buy sustainable seafood. I hosted a seafood dinner party to introduce the topic and exhibited my findings in seafood-themed materials.
Deliverables Invitation Cards, Planning Guide Booklet × 2 (5 × 7 Inches / 10 Pages / Saddle-Stitch), The Report × 1 (5 × 7 Inches / Harmonica Self-Cover Folder)
Keywords: Event, Seafood, Engagement, Insights
Objective Hold an event and invite people to come to engage in a conversation about the MFA thesis topic. Document the event and present the most compelling insights with an appropriate format.
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PROJECT 07 / 11 F R O M O C E A N T O TA B L E
From Ocean to Table
Instructor: Phil Hamlett Class: Visual Communications Lab/ Duration: 2 Weeks/ Creative Fields: Print Design, Illustration/
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Approach I chose to rebrand Erector, which is a brand of construction toys with the famous slogan "Hello Boys." Now, Erector’s mission is to bridge the tech opportunity gap and address gender stereotypes.
Deliverables Brand Book × 1 (8 × 10 Inches / Half-Canadian Binding)
Keywords: Diversity, Educational, Gender-Neutral
Objective Find a dying brand and revive it into a new life. The brand can be repositioned and expanded from where it presently sits, but it has to keep the core meaning.
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Erector
PROJECT 08 / 11 ERECTOR
Instructor: Hunter Wimmer/Class: The Nature Of Identity/ Duration: 15 Weeks/ Creative Fields: Branding, Print Design/
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Approach The topic I chose was “language.” I used my own typographic illustration to mimic different ideas of language development in the future where the universe of words seems destined to shrink.
Deliverables Booklet × 1 (5 × 7 Inches / Saddle-Stitch)
Keywords: Language, Envision, Abstraction, Imitation
Objective Design a thirteen-page booklet to experiment with designing various typographic layouts. Assume a possible future that might happen in the next ten years for a chosen topic.
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PROJECT 09 / 11 IN THE FUTURE TENSE
In the Future Tense
Instructor: David Hake/ Class: Type Systems/ Duration: 2 Weeks/ Creative Fields: Editorial Design,Print Design, Illustration/
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Approach Finfolk is a brand that uses the consumer's’ tendency of buying products that appeal to their particular lifestyle and image to mobilize that foodie momentum for the overfishing issue.
Deliverables Website × 1, Mobile App × 1, Magazine × 1 (8 × 10¼ Inches / 70 Pages / Perfect Binding), Promotional Video × 1
Creative Fields: UI/UX, Print Design, Branding, Motion Graphics/ Keywords: Seafood, Sustainability, Personal Objective Help seafood consumers or "seafoodies" make better decisions when purchasing seafood in a time when marine resources are in sharp decline.
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Finfolk
PROJECT 10 / 11 FINFOLK
Instructors: Jeremy Stout, Carolina de Bartolo, Phil Hamlett/ Class: MFA Thesis/ Duration: Spring 2015–Spring 2016/
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How can we get more consumers to demand and buy sustainable seafood in a time when marine resources are in sharp decline?
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Yes, there are countless seafood awareness campaigns, but there are also countless unexploited opportunities that could move consumers.
Environmental organizations such as the Monterey Bay Aquarium and National Oceanic and Atmospheric Administration (NOAA) have created programs that advise consumers on which kinds of fish are being overfished; however, these approaches need that customers care enough about the issues to make use of them. Finfolk uses unexploited opportunities that can mobilize all consumers—not just the hardcore environmentalists—to demand and buy sustainable seafood. There are three approaches to achieve the goal. First, make it personal. Current ocean conservation organizations have focused on complex messaging that have emphasized benefits to the environment, as opposed to personal benefits. Finfolk is a brand that capitalizes on the consumer's’ tendency to buy products that appeal to their sense of self and particular image and lifestyle.
Second, use knowledge as power. Sustainable seafood is not seen as one of the eco-conscious foods, such as organic food, because of the lack of specificity and imagery associated with the word sustainable. Finfolk is a big knowledgeable community which promotes the concept of seafood sustainability as a result of a visible food trend. Finally, expand people’s perspective. Danielle Nierenberg, founder and president of Food Tank: The Food Think Tank, pointed out, “We need to mobilize that foodie momentum on more global issues — not just the personalization of food, but food in a larger context.” Finfolk takes consumers behind the scenes of the global seafood industry to increase interest in the narrative of where seafood comes from.
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We can raise awareness by communicating to a consumer's personal interest, and mobilizing the foodie momentum in a global context.
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Thank you, to the instructors at the Academy of Art University, Phil Hamlett, Mary Scott, Hunter Wimmer, Michael Kilgore, Shel Perkins, Jeremy Stout, Carolina De Bartolo, John Nettleton, Andrew Loesel, David Hake, Bob Slote, Christopher Morlan, Sandra Isla, Scott Rankin, Anne Kitzmiller, Stan Zienka, Anna Glaze, Alexandra Rollo; thank you, to the support Instructors, Scot Crisp, Michael Shehane, Hilaire Fong, Jill Ballard, Rebecca Williams, Stacy Hernandez, Yoko Ichikawa, Susan Pasley, Sheila Hancock, Monica Berini, Margaret Wooliever, Romalyn Schmaltz. Through your guidance, passion
and example, I have learned skills, techniques and a deeper way of thinking that have led me to the most important thing—belief that I have the potential to make the world a better place. Thank you, to all of my family and friends who have provided support and encouragement in all that I’ve worked towards. To Mom, for and her loving support, so that I can set my heart on pursuing my passion. To Dad, for wearing those old trousers while putting me through college. To my sister, Yi-Hsin, and brother, Yi-He, for always cheering me up in
those late night video calls from Taiwan. To my friends and classmates for inspiring me and giving me all your hearty laughter.
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ACKNOWLEDGMENTS
Thank you,
to the myriad of incredible contributors who have dedicated their thoughts and help to my projects.
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Instructor Mary Scott
School Academy of Art University School of Graphic Design San Francisco, CA 94105
Printing Graphic Imagery 396 Forbes Blvd. Unit D South San Francisco, CA 94080
Bindery The Key Printing & Binding 1934 Park Blvd, Suite A Oakland, CA 94606
Photography Fin Wang
Text Stock Mohawk Everyday Digital 100# Uncoated Text Fonts Aktiv Grotesk from Dalton Maag
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