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PORTFOLIO OF KAREN SIN

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KAREN SIN

Phone

D e p a r t m e n t C h air

Ty p e f ac e

415 812 1455

Mary Scott

Trade Gothic

E m ail

Cl a s s

P r in t in g & Bin din g

karendotsin@gmail.com

Portfolio Seminar

Giant Horse / Arnold’s

We b si t e

In s t r u c t o r

P a p e r Te x t S t o ck

www.karendotsin.com

Lian Ng

100# Finch Fine Text

A C A D EM Y O F A R T UNI V E R SI T Y

C O P Y R I GH T Š 2 014 BY K A R EN SIN

79 Montgomer y St.

All Right Reserved. No portion of this publication may be reproduced, stored in a retrieval

S a n F r a n c i s c o , C A 9 41 0 5

system, or transmitted in any form as well as by any means photocopying, recording, or otherwise without permission of the copy right holder,Karen Sin.

DEDICATION For my parents, Johnnie Sin, Lisa Sin-Lo, my sisters Josette, Charlotte, my dog Simba, and my better half Michael Chan. I am so grateful for everything you have done for me throughout the years. Without all your support I wouldn’t be able to do this. Thank you for encouraging me to dream big.

DOT

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Dot is not a pause, or a period. Dot is a small round mark. Dot is a point. It is a button on the keyboard, this button is the most important key, the most frequently hit key when you are surfing through the world wide web. Hitting the Dot, you will see things waving to you through the square screen, inspiring your thoughts.

I am the Dot.

K A R EN SIN

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001

Marimekko

P012

002

Hong Kong Airline

P024

003

Sleep

P030

004

Solar

P040

005

Sio Rio / Black Point

P048

006

FIAT

P058

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Street Food

P066

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Volcano

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VIRITY: blu / Jaune

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Wedding Inviataion

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Identity

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Project

001 TITLE

O B JE C T I V E

MARIMEKKO

The objective is to create a new product line for Marimekko.

CL A S S

SOLUTION

PACK AGING DESIGN 3

Moving forward of Marimekko from fabric to household products.

Marimekko particularly noted for brightly colored printed fabrics

IN S T RUC T O R

and simple styles, used both in women’s garments and in home

T H O M A S M C N U LT Y

furnishings. To maintain its philosophy and idea, we’re using their

C AT E G O RY PACK AGING

D EL I V ER A BL E 1 SE T OF 5 PACK AGES

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printed fabric pattern to present their simplicity on household packaging design.

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Project

001 TITLE MARIMEKKO

CL A S S PACK AGING DESIGN 3

IN S T RUC T ION T H O M A S M C N U LT Y

C AT E G O RY PACK AGING

D EL I V ER A BL E PAPER BOX

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Project

002 TITLE

O B JE C T I V E

HONG KONG AIRLINES

The implementation of our visual identity is essential for promoting, maintaining, and protecting the equity and value of the brand.

CL A S S

These guidelines have been created to direct the implementation

IDENTITY 2

of Hong Kong Airline’s visual brand expression. They are meant to provide a technical understanding of the structure and makeup of our

IN S T RUC T O R

new signature and inform all future brand communication decisions.

THOMAS MCNULTY SOLUTION C AT E G O RY

This is a highlight of the new chapter in Hong Kong’s aviation

IDENTITY

history. In 2010, Hong Kong Airline joined the IATA which is the biggest domestic and international airline in China, therefore

D EL I V ER A BL E

becoming, Air International. In order to attract a diverse customer

BRAND GUIDELINE

base and make leaps in its international offerings, Air International

LOGO

creates a brand identity for Dragon Air International that brings

S T AT I O N E R Y S Y S T E M

the brand to a position that is more unique, contemporary, and culturally reminiscent.

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HONG KONG AIRLINES

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Project

003 TITLE

O B JE C T I V E

SLEEP

To create a series of posters and brochure based on my topic of “Sleep­— how to get a good rest”

CL A S S PRINT 1

SOLUTION This is a combo of brochure, poster, and website. The topic is about

IN S T RUC T O R

“Sleep”. I pick this topic which I’m interested. I insisted myself

MEGUMI KIYAMA

to keep on my own drawing drafts. After all the refinements, here’s the brochure that I have achieved. The process and challenge that

C AT E G O RY

I have gone through in creating this project was tough, but it was

PRINT

a very good experience.

D EL I V ER A BL E BROCHURE POSTER

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Project

004 TITLE

O B JE C T I V E

SOLAR RADIATION

To design a 96 page book based on one of the following themes: Survival or Network. All elements of the design must be in using

CL A S S

our own creation, by taking our own photos and/or producing our

TYPOGRAPHY 3

own illustrations, maps, charts and graphs.

IN S T RUC T O R

SOLUTION

CAROLINA DE BARTOLO

The book is about Transmitted solar radiation. Every day the sun radiates, or sends out, an enormous amount of energy. It

C AT E G O RY

radiates more energy in one second than people have used since

BOOK DESIGN

time begin. Where does all this energy come from? It comes from within the sun itself.

D EL I V ER A BL E 96 PAGES BOOK

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H E AT

Reactants

C h e mi c al Reaction

H E AT

S o l a r Fu e l s

R e a c t an t s

C h e mi c al Reaction

Fu e l C e l l

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S o l a r Fu e l s

Fu e l C e l l

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Sun

Pa ne i lS

Sun

de

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Project

005 TITLE

O B JE C T I V E

MILLENNIAL WINE

To introduce Sio Rio, newly launched in the winery market. This wine costs below the $10 wine category for the target audience

CL A S S

between the ages 21-29.

PACKAGE DESIGN 3 SOLUTION IN S T RUC T O R

Embracing the winemaking idea of Sio Rio is to blend each

THOMAS MCNULTY

vineyard’s top grapes to create a wine that celebrates the infinity of the sun and river. Also, to increase the brand awareness, a new

C AT E G O RY

wine label and package design is necessarily in connecting to the

LABELING

targeted wine consumers.

D EL I V ER A BL E WINE LABELING

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Project

006 TITLE

O B JE C T I V E

FIAT

The objective is to create a new by-product to sell in-store for Fiat Automobiles.

CL A S S PACKAGE DESIGN 3

SOLUTION The Fiat brand currently offers high-end and vintage automobile.

IN S T RUC T O R

This brand would be perfect to create different kinds of lifestyle

THOMAS MCNULTY

products in the market. The dashboard meter clock reflects the rapid and high-end feeling of Fiat brand.

C AT E G O RY CLOCK DESIGN D EL I V ER A BL E CLOCK PA C K A G I N G B O X

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9’’ x 1.5’’ 1’’ x .75’’

Moveable contain the hour number

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Project

007 TITLE

O B JE C T I V E

STREET FOOD

Using the Pantone guide to communicate with color. The goal of this project is to investigate the specific aspects of posters. We

CL A S S

learned to develop strong visual formats and structure to maximize

PRINT 1

communication effectiveness.

IN S T RUC T O R

SOLUTION

CAROLINA DE BARTOLO

The Hong Kong Street food

poster series require a visualization

of colors through pattern and content. The series look to showcase C AT E G O RY

current color trends. The idea is to educate the audience about

BOOK DESIGN

the obsession street food has with sour, salty, and sweet, and how it’s relevant to their lives. Color is a visual representation of taste

D EL I V ER A BL E

and emotion. The goal is to visualize each color in a unique way by

9 6 PA G E S B O O K

aligning them with emotions such as obsession and addiction. These dark emotions paired with bright colors, create a tension that turns those emotions into colorful personalities.

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008 TITLE

O B JE C T I V E

ERUPTED: ICELANDIC

To design a 96 page book based on one of the following themes:

VOLCANOES

Survival or Network. All elements of the design must be in using our own creation, by taking our own photos and/or producing our

CL A S S

own illustrations, maps, charts and graphs.

TYPOGRAPHY 3 SOLUTION IN S T RUC T O R

The book is about volcano erupted. It features on how eruption

MEGUMI KIYAMA

are formed and the intensity of the type of windstorms. The concept is about the invading and destruction that a volcano can

C AT E G O RY

be

BOOK DESIGN

close together to create the feeling of tension similar to the

erupted. This is visually shown by having columns placed

feeling of these storms are formed. Specifically about the Iceland D EL I V ER A BL E

volcano that erupted. Discuss about how volcano affecting our

9 6 PA G E B O O K

life, economic and the planet itself. What does climate change that make it effect of the active volcano.

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Project

009 TITLE

O B JE C T I V E

ESSENCE: blu/jaune

To create a brand identity for a new homeware retail store “Essence” that combines futuristic and upscale design to compete with the

CL A S S

main competitor, Pottery Barn. Essence will initiate two different

PACKAGING DESIGN 4

categories and their sub-brands are, Blu (gardening apparel) and Jaune (home ambience).

IN S T RUC T O R THOMAS MCNULTY

SOLUTION We all recognize that being eco-conscious isn’t a trend—it’s

C AT E G O RY

the future. My products mainly focus on being compostable and

PACKAGING SERIES

to minimize any unnecessary packaging. Viridity design will be incorporated to the Blu and Jaune, to promote home growing and

D EL I V ER A BL E PRODUCTS

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pleasant lifestyle by using all natural substances.

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Main Brand

Home Decors

Sub-brand

Jaune

Bathroom Products Home Ambience

Blu

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Gardening Apparel Gardening Supplies

Home Decors Table Lamps Wall Painting Sofa Pillow Planters Live Plants Patio Accnt Table Ottoman Vase Ceramic Display Bird Nest Decor Desk Clock Basket Glass Container

Home Ambience Candles Incense Sets Diffusers

Gardening Supplies Seeds (Flower Seeds)

Potpourri Tea Light

Pruner Cultivator Trowel Solar Pathway Light Water Can Hose

Gardening Apparel Rain Boots Gloves Sun Hat Apron

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O B JE C T I V E

Josette & Vincent

The proper implementation of our visual identity is essential for promoting, maintaining, and protecting the equity and value of

CL A S S

our brand. These guidelines have been created to direct the

N/A

implementation of Hong Kong Airline’s visual brand expression.

They are meant to provide a technical understanding of the

IN S T RUC T O R

structure and makeup of our new signature and inform all future

N/A

brand communication decisions.

SOLUTION This light marked the beginning of a new chapter in Hong Kong’s

C AT E G O RY

aviation history. In 2010, Hong Kong Airline joined the IATA which

WEDDING

is the biggest domestic and international airline in China, therefore becoming, Air International. Need to create a brand identity for Dragon Air International that brings the brand to a position that

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D EL I V ER A BL E

is more unique, contemporary, and culturally reminiscent. Hong

I N V I T AT I O N

Kong Airline needs to reach a larger, more broad audience, and

POSTCARD

make leaps in its international offerings

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THANK YOU Thank You! You made me to be able to make this out. And thank you all, my dad, Johnny, my mom, Lisa, my sister, Josette. Lian Ng, Thomas McNulty, Carolina De Bartolo, Megumi Kiyama. Friends, designers, musicians and artists.

You always inspire me. I love you all.

Michael Chan

Jeff Zhang

Wei Sun

Koee Poon

Ella Chan

Matthew Kwok

Gary Wong

Thomas Celi

Samuel Shum

Marimekko

Nick Sham

Debbie Chan

Sunny Chan

Cecilia Lo

Pak Wing Ng

Beanna Ling

Target Inc

The Plonet

Giant Horse

Cathay Pacific

Vincent Lai

Swissport

Simba Sin

Jim Yuen

Jim Li

Glory Tang

Henry Chan

Paul Rand

Jonathan Ng

Kiwi Cao

Jack Yuen

Sunny

Abi Kwok

Dee Shin

In Motions

Arnold Martinez