Personas

Personas I always wanted to be a designer, so that is my persona and passion.

GR A PHIC DESIGN ER

Shermy Chou

Personas I always wanted to be a designer, so that is my persona and passion.

GR A PHIC DESIGN ER

Shermy Chou

Copyright © 2019 — Shermy Chou All rights reserved.

No part of this publication can be reproduced without prior permission from Shermy Chou.

For Baba and Mama—

08 PERSONAS

SHERMY CHOU

The Flexitarian

The Commuter

—08

— 80

The Millennial

The Designer

—26

—10 0

The Producer

The Dog Owner

—38

—138

The Culinarian

The Interior Designer

— 52

—14 8

THE PERSONAS

The Personas

The Child —66

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010 PERSONAS

SHERMY CHOU

T H E F L E X I TA R I A N

— BET T Y JOHNSON

01 — 02 03 04 05 06 07 08 09

My goal is to become a vegetarian, but that just never worked out for me.

PROJEC T 0 1

The Flexitarian DISC I PL I N E

Typography / Editorial Design C L A SS

Typography 3 INS T RU C TO R

Ariel Grey SEME ST E R

Spring 2018

N A ME

Betty Johnson AGE

LOC ATION

OCCUPATION

28

San Francisco, USA

Veterinarian

PERSON A LIT Y

MOTIVATION

Extrovert, observant optimistic, thoughtful

It's alwasy feel good to have ability to relieve the suffering animals.

D EFINING QUOTATIONS

“Until one has loved an animal, a part of one's soul remains unawakened.”—Anatole France OBJEC TIV E

To design a recipe book with a focus on typography and plant-based food. The book must show the understanding of recipe layouts. It is also important to create various chapters with descriptions.

A PPROACH

Nourished Pantry is an upscale vegetarian cookbook for nesting people who have experience cooking, and are willing to try some ordinary and plant-based book. The use of photography is more focus on the atmosphere of dining and cooking. The layouts give a feeling of relaxation through its color palette.

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12 PERSONAS

SHERMY CHOU

01 — 02 03 04 05 06 07 08 09 T H E F L E X I TA R I A N

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14 PERSONAS

SHERMY CHOU

01 — 02 03 04 05 06 07 08 09 T H E F L E X I TA R I A N

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16 PERSONAS

SHERMY CHOU

01 — 02 03 04 05 06 07 08 09 T H E F L E X I TA R I A N

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18 PERSONAS

SHERMY CHOU

01 — 02 03 04 05 06 07 08 09 T H E F L E X I TA R I A N

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PERSONA

HSUEH-MING (SHERMY ) CHOU

22 PERSONAS

SHERMY CHOU

26 PERSONAS

SHERMY CHOU

01 — 02 03 04 05 06 07 08 09 T H E F L E X I TA R I A N

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28 PERSONAS

SHERMY CHOU

01 02 — 03 04 05 06 07 08 09 THE MILLENNIAL

The best moment is always drinking a glass of homemade cocktail.

— IRENE W OERT Z

PROJEC T 0 2

The Millennial D I SC I PL I N E

Packaging / Identity

N A ME

Irene Woertz

CL A SS

Package Design 2 I N S T RU C TO R

Thomas McNulty SEM E ST E R

Fall 2018

AGE

LOC ATION

OCCUPATION

32

Portland, USA

Project manager

PERSON A LIT Y

MOTIVATION

Extrovert, intuitive emotion, creative

When our team comes together and achieve the goals together.

D EFINING QUOTATIONS

“Communication leads to community, that is, to understanding, intimacy and mutual valuing.”—Rollo May OBJEC TIV E

To design a package for a set of glassware that needs to reveal the personality of the clothing retailer for women, Anthropologie.

This brand represents a free-spirited and bohemian lifestyle from color choice to packaging design.

A PPROACH

The set of four Dobra Highball Glass was made with a 24k gold rim. The background design was inspired by the overall feeling of the store with soft colored gradients. It was a learning process not just about packaging, but also working with vendors.

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30 PERSONAS

SHERMY CHOU

01 02 — 03 04 05 06 07 08 09

THE MILLENNIAL

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32 PERSONAS

SHERMY CHOU

01 02 — 03 04 05 06 07 08 09

THE MILLENNIAL

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34 PERSONAS

SHERMY CHOU

01 02 — 03 04 05 06 07 08 09

THE MILLENNIAL

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36 PERSONAS

SHERMY CHOU

01 02 — 03 04 05 06 07 08 09

THE MILLENNIAL

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PERSONAS

SHERMY CHOU

40 PERSONAS

SHERMY CHOU

01 02 03 — 04 05 06 07 08 09 THE PRODUCER

Love to connect myself with other idealistic and talented filmmakers.

— W ILLI A M DAV IS

PROJEC T 0 3

The Producer DISC I PL I N E

Identity / Visual System

N A ME

William Davis

CL A SS

Visual System 2 I N S T RU C TO R

Tom Sieu SEM E ST E R

Spring 2019

AGE

LOC ATION

OCCUPATION

19

Seattle, USA

Filmmaker

PERSON A LIT Y

MOTIVATION

Introvert, observant logic, imaginative

Surrounded with other filmmakers to stay fresh and creative.

TE A M M AT E

D EFINING QUOTATIONS

Yuri Lee

“Filmmaking for me is always aiming for the imaginary movie and never achieving it.”—Peter Jackson OBJEC TIV E

It is a collaborative project to design a new visual system for the National Film Festival for Talented Youth (NFFTY). The goal of the design is to attract more young filmmakers and directors to celebrate the annual festival.

A PPROACH

A film festival can be a lifestyle for young people. The illustrative icons and language used to inform the youthful audience of what the festival is about, which adds a playful and bold feeling to the brand personality. The use of the typography, Media Sans was one way to achieve this.

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42 PERSONAS

SHERMY CHOU

01 02 03 — 04 05 06 07 08 09

THE PRODUCER

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44 PERSONA

HSUEH-MING (SHERMY ) CHOU

01 02 03 — 04 05 06 07 08 09

THE PRODUCER

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46 PERSONAS

SHERMY CHOU

01 02 03 — 04 05 06 07 08 09

THE PRODUCER

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48 PERSONAS

SHERMY CHOU

01 02 03 — 04 05 06 07 08 09

THE PRODUCER

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50 PERSONA

HSUEH-MING (SHERMY ) CHOU

52 PERSONAS

SHERMY CHOU

01 02 03 — 04 05 06 07 08 09

THE PRODUCER

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54 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

Cooking is one of the greatest presents that you can give to your love.

— LUC A S SMITH

PROJEC T 0 4

The Culinarian DISC I PL I N E

Typography / Editorial

N A ME

Lucas Smith

CL A SS

Typography 2 I N S T RU C TO R

John Nettleton SEM E ST E R

Spring 2017

AGE

LOC ATION

OCCUPATION

38

Boston, USA

Social media manager

PERSON A LIT Y

MOTIVATION

Extrovert, intuitive emotion, creative

When team members sharing a lot of ideas and fascinating content.

DEFINING QUOTATIONS

“If more of us valued food and cheer and song above hoarded gold, it would be a merrier world.”—J.R.R. Tolkien OBJEC TIV E

To redesign a periodical publication of any choice consisting of typography, photography, and color. Food Network Magazine offers access to many TV chefs in the USA. The objective is to elevate the brand and make the magazine more enjoyable to read.

A PPROACH

Targeting both loyal and new readers, it has seasonal recipes and articles that use rich colors and contemporary layouts. Each chapter is divided by a different color to draw the reader’s attention. It was a process of learning with an uncommon size of paper.

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56 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

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58 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

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60 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

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62 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

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66 PERSONAS

SHERMY CHOU

01 02 03 04 — 05 06 07 08 09 THE CULINARIAN

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68 PERSONAS

SHERMY CHOU

01 02 03 04 05 — 06 07 08 09 THE CHILD

I want to become an ice cream owner, so I can eat ice cream everyday.

— A MELI A M A RTIN

PROJEC T 0 5

The Child DISC I PL I N E

Packaging / Game Design

N A ME

Amelia Martin

C L A SS

Package Design 3 INS T RU C TO R

Christine George SEME ST E R

Spring 2019

AGE

LOC ATION

OCCUPATION

8

Austin, USA

Student

PERSON A LIT Y

MOTIVATION

Extrovert, intuitive emotion, imaginative

When spending time at the park with her friends and family.

DEFINING QUOTATIONS

“Let it go, let it go.”—Elsa (from Frozen)

OBJEC TIV E

To design, create and package a board game consisting of playing cards, box, players and other game accessories. Ice Cream Empire is a family game that created by an ice cream company Sweet Rose Creamery, located in Santa Monica, California. It was designed to demonstrate the basic tenets of the ice cream business.

A PPROACH

Ice Cream Paradise is the new version of the Ice Cream Empire.

The concept is to provide a memorable and unique board game design in the market. The design is created in organic shapes and soft colors, which is inspired by the texture of ice cream. Some elements of the game board are designed and made in 3D printing.

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70 PERSONAS

SHERMY CHOU

01 02 03 04 05 — 06 07 08 09 THE CHILD

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72

01 02 03 04 05 — 06 07 08 09 THE CHILD

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74 PERSONAS

SHERMY CHOU

01 02 03 04 05 — 06 07 08 09 THE CHILD

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76 PERSONAS

SHERMY CHOU

01 02 03 04 05 — 06 07 08 09 THE CHILD

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78 PERSONA

HSUEH-MING (SHERMY ) CHOU

80 PERSONAS

SHERMY CHOU

01 02 03 04 05 — 06 07 08 09 THE CHILD

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82 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09 T H E CO M M U T E R

It’s a moment to observe and discover the humannature interactions.

— BL A IRE NORM A N

PROJEC T 0 6

The Commuter DISC I PL I N E

Branding / Identity

N A ME

Blaire Norman

CL A SS

Strategies for Branding I N S T RU C TO R

Thomas McNulty SEM E ST E R

Spring 2019

AGE

LOC ATION

OCCUPATION

24

San Jose, USA

Junior design engineer

PERSON A LIT Y

MOTIVATION

Introvert, observant logic, creative

It always good to slow it down and look at what happened that surround you.

D EFINING QUOTATIONS

“The human spirit must prevail over technology.”—Albert Einstein

OBJEC TIV E

Caltrain is a California commuter rail line on the San Francisco Peninsula and Silicon Valley. It has a fair amount of ridership that the weekday ridership in February 2018 averaged 65,095. Caltrain will be electrified in 2022, which is a good opportunity to design a new image for the brand.

A PPROACH

A new identity is created to appeal to users on an aesthetic level.

The new logo is the wordmark which symbolizes the connection from any place in the Bay Area. The red color is not just an iconic color of Caltrain, but also the color of the Golden Gate Bridge.

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84 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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86 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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88 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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90 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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92 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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94 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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96 PERSONA

H HN -M P ESRUSEO A SI N G ( SSHHEERRMMYY) C H O U

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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10 0 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 — 07 08 09

T H E CO M M U T E R

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10 2 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

For me, good design creates a connection with the target audience.

— NOA H MILLER

PROJEC T 07

The Designer DISC I PL I N E

Packaging / Identity CL A SS

N A ME

Noah Miller

Package Design 4

AGE

LOC ATION

OCCUPATION

I N S T RU C TO R

31

New York, USA

Graphic designer

Thomas McNulty SEM E ST E R

Summer 2019 TE A M M AT E S

Yunjo Wu, Jeff Jen

PERSON A LIT Y

MOTIVATION

Extrovert, observant emotion, imaginative

Making mistakes in design indicates that I endeavor something new.

DEFINING QUOTATIONS

“Design is not just what it looks like and feels like. Design is how it works.”—Steve Jobs OBJEC TIV E

We always want products that are well-designed and useful as designers. Toolbar is a store for designers from any profession to enjoy. It is a place created for designers where they can explore tools that you will find highly useful in daily lives and professional work environment.

A PPROACH

Toolbar establishes four lines of products to help designers with their careers. It provides ranging from food, vitamins, stationery, and equipment, to home goods and audio goods. Each department is represented by a standalone brand with a distinct personality from color choices to typefaces.

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10 4 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09

THE DESIGNER

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SHERMY CHOU PERSONAS

Brand Overview

STORE BR A ND

R E TA I L

LOC ATI O N

KE Y W OR DS

Toolbar

New York City, NY

Functional / Premium

B AC KG RO U N D

10 6

Toolbar is located at Soho in Lower Manhatten, New York City, where is the location of many artists' lofts and art galleries. As designers, we believe a well-designed product enhances our quality of life and work environment.

01 02 03 04 05 06 07 — 08 09

SUB BR A NDS

C ATEGORY

KE Y W ORDS

Take Break

Coffee / Food

Calm / Organic / Local

BR A N D

C ATEGORY

KE Y W ORDS

Zesty

Health / Nutrition

Energetic / Wholesome

BR A N D

C ATEGORY

KE Y W ORDS

Urban Form

Stationery / Tools

Peaceful / Practical

BR A N D

C ATEGORY

KE Y W ORDS

Pause

Home / Kitchen

Contemporary / Superior

THE DESIGNER

BR A N D

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10 8 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

Take Break is a café located at the designer's retail store, Toolbar.

The place is also a community space to connect with different designers in differnet professions. We believe it is important to create a space for designers to relax, as well as connecting with other professionals.

T O O L B A R / TA K E B R E A K

B ACKGROUND

A PPROACH

The brand image that we created is more organic and calm since it is a place to relax and connecting with others. From the color choice of neutral colors to the handcrafted stickers. The logo of Take Break symbolizes connections and a community just like our café, and our retail store.

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11 2 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

T O O L B A R / TA K E B R E A K

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11 4 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

T O O L B A R / TA K E B R E A K

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11 6 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER TOOLBAR / ZEST Y

B ACKGROUND

Designers are usually working 10 to 15 hours every day, which is important to keep them stay healthy. Zesty provides a wide range of health products from vitamins to foam pillows; we believe all designers deserve a better living environment.

A PPROACH

The notion of the brand is to bring a vivid image to customers. The colors used such as bright yellow, red, and green help to reveal the excitement. Moreover, some playful illustrations and photography create a memorable style for the brand.

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11 8 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

TOOLBAR / ZEST Y

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12 0 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

TOOLBAR / ZEST Y

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12 2 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

TOOLBAR / ZEST Y

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12 4 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

Urban Form is more than just a stationery store. It is a place for products we love by other designers from around the world. We also want to build a good experience for designers when they are using our products.

TOOLBAR / URBAN FORM

B ACKGROUND

A PPROACH

The concept of Urban Form is to build a memorable and delightful mood to designers. Each product is designed uniquely with its own personality, from photography to illustrations. The clean sans-serif typography helps with the legibility and readability of the content.

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12 8 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

TOOLBAR / URBAN FORM

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13 0 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

TOOLBAR / URBAN FORM

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132 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER T O O L B A R / PA U S E

B ACKGROUND

It is design-forward minimalism, handmade goods for home and life. Our goal is to create products that are useful, and desirable for a living space. Each product is guided by an uniquely American approach to design.

A PPROACH

The concept of the brand is to create an aesthetics and comfort packagings. Colors choice from baby blue to dark grey are inspired by some contemporary furniture and interior designs. The fonts used are a classic choice of Gotham, and Editor, that enhance the quality of the products.

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13 4 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

T O O L B A R / PA U S E

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13 6 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

T O O L B A R / PA U S E

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13 8 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 — 08 09 THE DESIGNER

T O O L B A R / PA U S E

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14 0 PERSONAS

SHERMY CHOU

THE DOG OWNER

— EDITH BRO W N

01 02 03 04 05 06 07 08 — 09

Dogs are not my entire life, but they make my lives completed.

PROJEC T 0 8

The Dog Owner DISC I PL I N E

Interaction Design / Branding

N A ME

Edith Brown

CL A SS

Graphic Design 3 I N S T RU C TO R

Cody Maemori SEM E ST E R

Fall 2018

AGE

LOC ATION

OCCUPATION

42

Rhode Island, USA

Office administrator

PERSON A LIT Y

MOTIVATION

Introvert, intuitive logic, imaginative

When the family is all joining together, and sharing loves.

D EFINING QUOTATIONS

“Do What You Can With All You Have, Wherever You Are.” —Theodore Roosevelt OBJEC TIV E

Identity a problem personally experienced and design an app to solve the problem. From the research, most dog owners sometimes are lack of understanding of their dogs. They always want a tool that can help them to analysis their dog’s facial expressions.

A PPROACH

Clipet is an app that produced facial analysis for dog owners. It helps owners build a deeper understanding of their dogs, and helps them remain an integral part of their lives. Dog owners can easily understand the instructions by seeing illustrations.

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14 4 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 — 09

THE DOG OWNER

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14 8 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 — 09

THE DOG OWNER

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150 PERSONAS

SHERMY CHOU

THE INTERIOR DESIGNER

— KELLY BROOKS

01 02 03 04 05 06 07 08 09 —

As a designer, my goal is to create a long lasting space for sustainability.

PROJEC T 0 9

The Interior Designer DISC I PL I N E

Packaging / Identity

N A ME

Kelly Brooks

C L A SS

Package Design 2 INS TRU C TO R

Thomas McNulty SEME ST E R

Fall 2018

AGE

LOC ATION

OCCUPATION

22

Denver, USA

Junior interior designer

PERSON A LIT Y

MOTIVATION

Extrovert, observant emotion, creative

It's a dream comes true when create a meaningful living space.

D EFINING QUOTATIONS

“We May Encounter Many Defeats But We Must Not Be Defeated.” —Maya Angelou OBJEC TIV E

Powdered coating is a green resource that won't produce harmful solvents. The objective of the project is to design a set of high-quality sustainable powdered paint packaging through the inspiration of architect, Thom Mayne.

A PPROACH

From the research, Thom Mayne's style could be known as fragmentation, and a semi collapsed geometry. The structure of the powdered paint was inspired by his design of the San Francisco Federal Building, and 41 Cooper Square for Cooper Union.

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1 52 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 09 — THE INTERIOR DESIGNER

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154 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 09 — THE INTERIOR DESIGNER

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156 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 09 — THE INTERIOR DESIGNER

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158 PERSONAS

SHERMY CHOU

01 02 03 04 05 06 07 08 09 — THE INTERIOR DESIGNER

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160 PERSONAS

SHERMY CHOU

Acknowledgments

M Y FA M I LY

Baba / Mama / Ama / Erica / Hari M Y TE AC H E R S

Mary Scott / Ariel Grey / Thomas McNulty M Y F R I E N DS

Angel Huang / Tania Lin / Elaine Chen Yvonne Chen / Jiayu Mu / Lory Liu M Y DESI G N F R I E N DS

Yunjo Wu / Tianhua Huang / Lisa Wu

Colophon

COV ER STO C K

Skivertex TE X T S TO C K

100# Mohawk Superfine Eggshell F O N TS

Mrs Eaves / Soleil PRI N T

Graphic Imagery BINDING

The Key PHOTOG R A PH Y

Shermy Chou / Mikhail Averyaskin S TO CK PH OTO G R A PH Y

Unsplash.com CO NTAC T

Shermy Chou sshermytw@gmail.com 415.463.9120 shermychou.com