> > > p o r t foli o FR A N NIE CH U
[ perceived ]
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page 2
Portfolio FR A N N I E C H U
> > > S E L E CTE D W OR K S / M AS TE R’S TH E SIS
1. the journey of body, mind & soul
06-25 ........................................................
2. the taste of elegance
26-33 ........................................................
3. the pain that tears you apart
34-47 ........................................................
4. emotions floating in the air
48-55 ........................................................
5. everything matters
56-69 ........................................................
6. type as poetry
70-79 ........................................................
7. unconscious conscious
80-87 ........................................................
8. mingled lives and tangled hearts
88-109 ........................................................
9. small rest, big idea [ thesis ]
110-141 ........................................................
acknowledgements
142-143
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Project PERCEIVED
Category TABLE OF CONTENTS
page 3
>>>
HOW I [ PERCEIVED ] IT
. . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . . .. . . . . . .
It’s the food you eat, music you listen to, books you read, places you’ve been to and people you’ve met that give design its soul. More than a way of visualizing the subject matter, design is the integrated process of the designer’s skills, creative insights, and how she perceives the world. In order to deliver the intended message thoroughly, design has to serve its function as a platform of communication and method of problemsolving, from its appearance to its core ideas. Daily life experiences can provide the designer with a wider perspective and a well of inspiration. Incorporating elements from personal experience into design builds the connection with people and brings design to life.
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page 4
Portfolio FR A N N I E C H U
DESIGN IS THE EXPRESSION OF HOW YOU PERCEIVE THE WORLD AROUND YOU.
�
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...
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Project PERCEIVED
C a t e g o r y I N TR O D U CTI O N
page 5
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9
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page 6
Portfolio FR A N N I E C H U
> > > in s t r u c t o r H U NTE R W I M M ER
the journey of body, mind & soul
�
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class THE NATURE OF IDENTITY, 2009
[ BRAND BOOK FOR CRABTREE & EVELYN ]
Founded in Cambridge, Massachusetts, in 1973 by Cyrus Harvey, Crabtree & Evelyn started out as a soap seller. Inspired by naturalist John Evelyn, the brand embraced his personal motto “Explore everything. Keep the best,” and was dedicated to bringing naturally made beauty care products to their customers. Nevertheless, the brand now faces challenges from today’s beauty industry. The rebranding process involves reaching out to a younger generation of consumers, both male and female, who want a product that is natural and can be integrated with ease into their lifestyles. To do so, the brand will be extended to provide customers with a holistic life experience from body care products, fabrics, aromatherapy, to music and home decoration. The design will shift to a look that has a universal and modern appeal.
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 7
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page 8
Portfolio FR A N N I E C H U
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 9
.......
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page 10
Portfolio FR A N N I E C H U
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 11
.......
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page 12
Portfolio FR A N N I E C H U
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 13
.......
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page 14
Portfolio FR A N N I E C H U
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 15
.......
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page 16
Portfolio FR A N N I E C H U
The mission is to create products that
........................................................
transform the ordinary rituals of daily
........................................................
life into extraordinary pleasures.
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 17
.......
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page 18
Portfolio FR A N N I E C H U
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 19
.......
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page 20
Portfolio FR A N N I E C H U
BODY
MIND
SOUL
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 21
.......
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page 22
Portfolio FR A N N I E C H U
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 23
.......
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page 24
Portfolio FR A N N I E C H U
......................................
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Project THE JOURNEY OF BODY, MIN D & SOUL
Category BOOK
page 25
1
2
3
4
5
6
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8
9
............ . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . . .. . . . . . . >>> COLOR PA L ET TE
.......
............ . . . . . . . . .
page 26
Portfolio FR A N N I E C H U
> > > in s t r u c t o r P A U L K A GI W A D A
the taste of elegance
ďż˝
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class PACKAGE DESIG N 2, 2010
[ PACKAGING FOR DREAMFIELDS PASTA ]
With growing concern about chronic diseases, such as diabetes and obesity, the Dakota Growers Pasta Company decided to make pasta that all the family could eat, even the carb watchers. That’s how Dreamfields was born. Selling in boutique food stores such as Dean and Deluca, Dreamfields pasta packaging has an urban look. The long shape container with a flap on the top saves space and enhances usability. To display the flavor and texture of the pasta, the container is placed inside an acetate box, which also gives it a touch of simplicity.
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Project THE TASTE OF ELEGANCE
C a t e g o r y P A CK A G IN G
page 27
.......
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page 28
Portfolio FR A N N I E C H U
............................
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Project THE TASTE OF ELEGANCE
C a t e g o r y P A CK A G IN G
page 29
.......
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page 30
Portfolio FR A N N I E C H U
............................
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Project THE TASTE OF ELEGANCE
C a t e g o r y P A CK A G IN G
page 31
.......
............ . . . . . . . . .
page 32
Portfolio FR A N N I E C H U
............................
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Project THE TASTE OF ELEGANCE
C a t e g o r y P A CK A G IN G
page 33
1
2
3
4
5
6
7
8
9
............ . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . . .. . . . . . . >>> COLOR PA L ET TE
.......
............ . . . . . . . . .
page 34
Portfolio FR A N N I E C H U
> > > in s t r u c t o r A R V I R A Q U E L - S A N T O S
the pain that tears you apart
�
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class TYPE SYSTEMS, 2009
[ BOOK ABOUT DEPRESSION ]
Depression is an illness that takes a significant toll on America’s health. More than 21 million Americans are affected by it each year. Like most of mental disorders, it often remains concealed. Without that much outward appearance, depression secretly erodes people’s health, breaking their spirit and tearing them apart. The concept of this project is to visualize the distress and solitude of those who are suffering from depression, and let readers perceive those feelings via the use of textures and typesetting. There are different stories in the book depicting personal experiences of depression. To feel the unraveling caused by depression, readers need to tear off the threads sewn onto the pages.
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 35
.......
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page 36
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 37
.......
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page 38
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 39
.......
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page 40
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 41
.......
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page 42
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 43
.......
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page 44
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 45
Depression is not sobbing and crying
. . . . . . ................ ..............................
and giving vent, it’s plain and simple
. . . . . . ................ ..............................
reduction of feeling.
.......
............ . . . . . . . . .
page 46
Portfolio FR A N N I E C H U
....................................
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Project THE PAIN THAT TEARS YOU APART
Category BOOK
page 47
1
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8
9
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.......
............ . . . . . . . . .
page 48
Portfolio FR A N N I E C H U
> > > in s t r u c t o r S T A N L E Y Z I E N K A
emotions floating in the air
ďż˝
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class TYPE EXPERIMENTS, 2009
[ MUSIC POSTER: MOBY/TEMPTATION ]
It is intangible, but you can still feel it. It has no fingers, but you can still be touched by it. It is music. Visualizing rhythm is subjective and instinctive. It all depends on how the song is played, how the message is interpreted, and what emotional connection the audience develops. The requirement for this poster project was to find related images and typography inspired by a song, to project them on a wall, and to photograph the result. Contents can be edited on the computer to give a detailed description of the chosen song.
...................................
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Project EM OTIONS FLO ATING IN THE AIR
C a t e g o r y P O ST E R
page 49
.......
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page 50
Portfolio FR A N N I E C H U
...................................
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Project EM OTIONS FLO ATING IN THE AIR
C a t e g o r y P O ST E R
page 51
.......
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page 52
Portfolio FR A N N I E C H U
...................................
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Project EM OTIONS FLO ATING IN THE AIR
C a t e g o r y P O ST E R
page 53
.......
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page 54
Portfolio FR A N N I E C H U
...................................
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Project EM OTIONS FLO ATING IN THE AIR
C a t e g o r y P O ST E R
page 55
1
2
3
4
5
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9
............ . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . . .. . . . . . . >>> COLOR PA L ET TE
.......
............ . . . . . . . . .
page 56
Portfolio FR A N N I E C H U
> > > in s t r u c t o r P H I L L H A M L E T T
everything matters
�
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class VISUAL COM M UNICATIONS LAB, 200 9
[ BOOK ABOUT CLONING ]
In 1997, a lamb named Dolly changed history. She didn’t come from two parents, but was cloned from a single sheep. This scientific discovery brought hopes to genetic engineering and medical science. However, it’s a double-edged sword. The dispute among medical development, morality, and the power behind this technology remains controversial. Through the use of images and information graphics, the project illustrates problems that could arise in the scientific field. To see the problems from a more holistic perspective, this project explored different aspects of cloning and presented them in a visual way.
..........................
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Project EVER YTHING M ATTERS
Category BOOK
page 57
.......
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page 58
Portfolio FR A N N I E C H U
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Project EVER YTHING M ATTERS
Category BOOK
page 59
.......
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page 60
Portfolio FR A N N I E C H U
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Project EVER YTHING M ATTERS
Category BOOK
page 61
.......
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page 62
Portfolio FR A N N I E C H U
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Project EVER YTHING M ATTERS
Category BOOK
page 63
.......
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page 64
Portfolio FR A N N I E C H U
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Project EVER YTHING M ATTERS
Category BOOK
page 65
.......
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page 66
Portfolio FR A N N I E C H U
If you knew that your loved one was
.....................................................
going to die, and there was an option
.....................................................
to clone him, would you do that?
..........................
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Project EVER YTHING M ATTERS
Category BOOK
page 67
.......
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page 68
Portfolio FR A N N I E C H U
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Project EVER YTHING M ATTERS
Category BOOK
page 69
1
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.......
............ . . . . . . . . .
page 70
Portfolio FR A N N I E C H U
> > > in s t r u c t o r J E N N I F E R S T E R L I N G
type as poetry
ďż˝
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class TYPE COM POSITION, 2008
[ FUTURA TYPE BOX ]
To demonstrate various principles of typesetting and the artistic expression of typography, this project present different typesetting practices, including typographical exercises inspired by masters such as Wolfgang Weingart and Emil Ruder. The expectation of this project is to understand not only the precision of typesetting, but also the aesthetics of typography. Aside from its original function of literally describing ideas, typography can feature graphic elements to create a visually pleasing artwork.
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Proje ct TYPE AS P O ETRY
Category CARD
page 71
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page 72
Portfolio FR A N N I E C H U
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Proje ct TYPE AS P O ETRY
Category CARD
page 73
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page 74
Portfolio FR A N N I E C H U
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Proje ct TYPE AS P O ETRY
Category CARD
page 75
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page 76
Portfolio FR A N N I E C H U
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Proje ct TYPE AS P O ETRY
Category CARD
page 77
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page 78
Portfolio FR A N N I E C H U
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Proje ct TYPE AS P O ETRY
Category CARD
page 79
1
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3
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8
9
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page 80
Portfolio FR A N N I E C H U
> > > in s t r u c t o r R OSA M ON D C H A D WICK
unconscious conscious
ďż˝
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class BOOK ART, 2010
[ HANDMADE BOOK ]
Book design can be a deep exploration. Different formats allow the designer to deliver messages conceptually, and brings interaction to enhance the reading experience. The original content of this project is based on a poem by a Serbian poet named Vasko Popa. The poem depicts the emotional status of a journey of selfdiscovery. Structured like a carousel, the artwork reinforces the continuous course of finding/hiding oneself, and to a certain degree, reflects the designer’s personal experience in the subject.
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Project UNCONSCIOUS CONSCIOUS
Category BOOK
page 81
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page 82
Portfolio FR A N N I E C H U
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Project UNCONSCIOUS CONSCIOUS
Category BOOK
page 83
.......
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page 84
Portfolio FR A N N I E C H U
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Project UNCONSCIOUS CONSCIOUS
Category BOOK
page 85
.......
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page 86
Portfolio FR A N N I E C H U
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Project UNCONSCIOUS CONSCIOUS
Category BOOK
page 87
1
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8
9
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.......
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page 88
Portfolio FR A N N I E C H U
> > > in s t r u c t o r H U N T E R WI M M E R
mingled lives and tangled hearts
�
.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class INTEGRATED COM M UNICATION, 2009
[ FILMS OF FRANÇOIS TRUFFAUT ]
François Truffaut was an influential film maker and one of the originators of the French New Wave Movement. If we call Truffaut’s works classic, it not only because they break through the traditional forms of filmmaking, but because they establish a cinematic language that is elegant, sentimental and poetic. In his interpretation of the story, Truffaut created intimate conversations between the director, actors and the audience. The visual presentation of this project captures the emotions of selected films by Truffaut. The project has a vintage look that represents his era, and contains a series of original landscape and portrait photography inspired by the theme of the chosen films.
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 89
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page 90
Portfolio FR A N N I E C H U
photographer FRANNIE CHU, 2009
.......................................
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 91
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page 92
Portfolio FR A N N I E C H U
.......................................
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 93
.......
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page 94
Portfolio FR A N N I E C H U
Truffaut’s works always contain a sense
.......................................................
of detachment and romance. As time goes
.......................................................
by, they still remain elegant.
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 95
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page 96
Portfolio FR A N N I E C H U
.......................................
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 97
“Rather than making a film about physical . . . . . . ................ ............................... . .
love, I tried to make a physical f ilm
. . . . . . ................ ............................... . .
about love.”
. . . . . . ................ ............................... . .
— François Truffaut, 1964
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page 98
Portfolio FR A N N I E C H U
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 99
. . . . . . ..
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page 100
Portfolio FR A N N I E C H U
photographer FRANNIE CHU, 2009
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Project MIN GLED LIVES AND TANGLED HEARTS
C a t e g o r y I N T E G R ATIO N
page 101
10 5
Jules and Jim The Man WhoTue Loved Feb 7,Women 7:00 PM Wed Feb 8, 9:00 PM
6 12
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s e saet a t
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Mingled lives & Tangled hearts in the films of François Truffaut Mingled lives & Tangled hearts in the films of François Truffaut
N O . 0 2 08091
Wed Feb 8, 7:00 PM Wed Tue Feb Feb 8, 7, 9:00 7:00 PM PM
8 12 6
se s seaeat at t
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Skin TheThe ManSoft Who Loved Women Jules and Jim
rororo www
N O E X C H ANGE ∙ NO O E E CU HND ANGE ∙∙ RX EF N X C H ANGE NO O R RE EF U ND ND N FU
$ 20.00 20.00 $$N O 20.00 . 0 2 08071
Mingled lives & Tangled hearts in the films of François Truffaut Mingled Mingled lives lives & & Tangled Tangled hearts hearts in in the the films films of of François François Truffaut Truffaut
N NO O .. 0 02 2 08091 07071
Tue PM Feb 7, 7:00 PM Wed Feb 8, 7:00
17 10 7 64 8
roro w roww
Two Jules English andGirls Jim The Soft Skin Tue Feb 7, 9:00 PM
E X C H ANGE ∙ E X CU HND ANGE ∙ R EF EX CU HND ANGE ∙ R EF R E F U ND
ses a seetaat t
NO N O N NO O N O NO
20.00 $$$ 20.00 20.00 NO . 0 2 07091
Mingled of Truffaut Mingled lives lives & & Tangled Tangled hearts hearts in in the the films films of François François Truffaut Mingled lives & Tangled hearts in the films of François Truffaut
N O . 0 2 07071 N O . 0 2 08071
7 17
row row
N O E X C H ANGE ∙ N CU HND ANGE ∙ NO O E RX EF N O R E F U ND
Wed Feb 8, 7:00 TuePM Feb 7, 9:00 PM
84
seat seat
The SoftTwo SkinEnglish Girls
$$ 20.00 20.00
Mingled Mingled lives lives & & Tangled Tangled hearts hearts in in the the films films of of François François Truffaut Truffaut
N O . 0 2 08071 N O . 0 2 07091
17
row
4
se at
N O E X C H ANGE ∙ N O R E F U ND
Two English Girls Tue Feb 7, 9:00 PM
Mingled lives & Tangled hearts in the films of François Truffaut
$ 20.00 N O . 0 2 07091
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Portfolio FR A N N I E C H U
p h o t o g r a p h e r FRANNIE CHU, 2 0 0 9
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C a t e g o r y I N T E G R ATIO N
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> > > in s t r u c t o r P H I L L H A M L E T T JUNKO MAEGAWA PA U L K A GI W A D A
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small rest, big idea
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.. ... . . . . . . . . .. ............................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... >>> class FINAL THESIS, 2009-2011
[ MASTER’S THESIS ]
We drink when we are thirsty, we eat when we are hungry, but we don’t rest when we are tired. We need to catch up with the ever-changing world, to learn new information, and to work hard to stay competitive. We are just too busy to take care of ourselves. But living a busy lifestyle doesn’t mean we have to sacrifice our health or ignore the fact that we are not robots. We can, however, boost our productivity, regain our energy and make ourselves healthier—within a short period of time. As a matter of fact, we all know it and possibly did it when we were young. It’s a built-in repair function available to most living beings, including humans. It is napping.
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HTTP://WWW.FACEBOOK.COM/ _#+_)^^&)*+%#$@(^%$)^(#$ N_(^^)&*)%#$%_^)+)+_@#$_ IGARETTE $(^%_#+_%@$+!_) _#@#+_$!)$)$^*)_$&zzz...^*C @_ HTTP://TWITTER.COM/#$% )^#)_+$^*&^)@@!_+$(%+$_# %$^$#%@#^^%zzz...(*$@#& %$)&($)#_$#@#^_+!_(%@)$_
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/#)zzz..._$%*#(!&^ $+@@#$)(%^)&#* _%^(&&)&*+@%$@ )!%^()%^&*^@$# COFFEE(&)_!!#^*)^ %*^%)&(+@#*#% #(^_+^!@#3 &^%$(%#... _#~%$^()_$#%)#$_)
We pay an interest when borrowing
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money from the bank. In the same way,
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we pay a price when we cut into our
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sleep time.
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Which one whould you choose if you felt
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tired while on duty? Coffee, cigarettes,
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energy drinks, or something healthier?
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34% DECREASE IN STRESS HORMONE LEVEL AND REDUCTION OF HEART DISEASE RISK
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A little rest can also make you a more
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creative person. Experts agree that
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a short break can refresh your mind and
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lead to better decision making.
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In the long run, napping benefits not
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only the employees’ health, but the
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company’s development and profits. It’s
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a win-win situation.
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90% INCREASE IN ATTENTION THANKS TO NAPPING. IT WILL LEAVE YOU MORE ALERT, ENERGETIC AND EFFICIENT.
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SIMPLE. NATURAL. HEALTHY.
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small rest, big idea
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This book is dedicated to my family. Mom, Dad,
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Grandpa, Grandma and Steven. Without your love and support, I would be lost. （僅以此書,獻給我親愛的家人。阿公,奶奶,媽咪,爹地,還有勝璟。 沒有你們的愛與支持,就沒有今天的我。）
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[ ACKNOWLEDGMENTS ]
My gratitude goes out to: family >>> Mom, Dad, Grandpa, Grandma, Steven, Uncle Tony, Auntie Anny friends >>> Wipop Pantawangoon, Kate Chuang, Bryan Chen, Elsa Chung, Ngoc Ngo, Emily Wang, Kai Feng, Zack Fu, Werm Goh, Tom Hsu, Yen Yeh, Sean Chang, Alice Liu, Ethan Shih, Nikki Shih, and all my friends in Taiwan and in the U.S. faculty >>> Mary Scott, Phil Hamlett, Hunter Wimmer, Roland Young, Junko Maegawa, Paul Kagiwada, Arvi RaquelSantos, Scott Rankin, Jennifer Sterling, Michael Kilgore, Amy Broadbent, Reneé D’Arcy, Rosamond Chadwick, Stanley Zienka, Masha Rumer, Scot Crisp
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title > > > [ perce i v e d ]
Academy of Art University, School of Graphic Design designer
Frannie Chu
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phone
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862.242.4467
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franniechu@gmail.com
instructor
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Mary Scott
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bindery
Herring & Robinson Bookbinders,
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Brisbane, CA 94005 printer
Giant Horse Printing,
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San Mateo, CA 94080 photography
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Frannie Chu
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title
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Perceived
cover stock text stock fonts
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camera
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Arrestox B-cloth/white Finch Opaque/100 Text
Letter Gothic, Clarendon
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software
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Canon 450D, Olympus E-P1
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Photoshop, Illustrator, InDesign
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Š 2011 All rights reserved. No part of this publication can be reproduced without express permission from Frannie Chu