vol. 01
Copyright © 2011, Hsuan “Coral” Yang Phone: 415.490.7956 E-mail: hsuancyang@gmail.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Hsuan “Coral” Yang.
02
h s u a n c o r a l ya n g p o r t f o l i o
Introduction
Tone has many meanings. It can describe qualities of sound or music; degrees of a shade or tint; harmony of colors or values; or a particular style or mood. It is a word that can be related to personality, sensibility and ability. The reason why I am fascinated with ‘tone’ is that it has similarities with the design process. During the process, I injected my soul and personality into every project I designed. Furthermore, each project fully represents my design sensibility and ability. There are so many things that need to be considered during the design process. From idea development, research, material organization to production, everything is connected. I believe “tone” is the perfect word to describe this process.
03
tone
04
h s u a n c o r a l ya n g p o r t f o l i o
Contents
01 | p .006
Emotional conflicts
02 | p .020
Invisible performer
03 | p .036
Unexpected Journey
04 | p .064
Unique vision
05 | p .074
Instant memory
06 | p .102
The art of typography
07 | p .116
Pleasant visiting
08 | p .132
Family stories
09 | p .154
Information Archeology
10 | p .166
Natural guidance
11 | p .176
Rewinding the past
12 | p .184
MFA thesis: Cautionary tales
05
distressed
Tone
anxious
tense
01 anxiety
06
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
emotional conflicts
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
Project title
Anxiety & anxiety disorders
Date
2007 Fall
Class
Visual communication lab
Instructors
Hunter Wimmer
Category
Deliverable
Book
Typography
Helvetica
c at e g o r y
print, book design
07
08
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
Concept
Everyone has anxiety, but not everyone has anxiety disorders. Many people don’t know what anxiety disorders really are until the doctor tells them or they have experiences with them. Through this project, I want to educate people first and then let them know that controlling anxiety is very important. I also want to find out what people think about anxiety disorders. Do anxiety disorders have differences amongst cultures, genders, ages or does it just depend on how people deal with their emotions? This is a project that includes the things you need to know about anxiety, anxiety disorders, opportunities, remedies, and the stories and case studies of anxiety disorders. The final deliverable of this project is a book.
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
c at e g o r y
print, book design
09
10
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
c at e g o r y
print, book design
11
12
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
A
n x i ety
i e x
n
v i s u a l c o m m u n i c at i o n l a b
& x
a
i
course
y
t
instructors
e
Anxiety AnxietyDisorders Disorders
o s r i d e
t y
r
s
Anxiety Disorders
phil hamlett and hunter wimmer
c at e g o r y
print, book design
13
14
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
c at e g o r y
print, book design
15
who
where
when
how
what
16
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
c at e g o r y
print, book design
17
18
h s u a n c o r a l ya n g p o r t f o l i o
title
anxiety and anxiety disorders
project
01 / 12
course
v i s u a l c o m m u n i c at i o n l a b
instructors
phil hamlett and hunter wimmer
c at e g o r y
print, book design
19
Tone free
fresh
whimsical
02 wind
20
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
invisible performer
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
Project title
The rhythm of wind
Date
2008 Spring
Class
Experimental typography
Instructors
Stan Zienka
Category
Deliverable
Book
Typography
Futura
c at e g o r y
print, book design
21
22
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
Inspiration
Different kinds of winds in San Francisco inspired me to start the journey of recording measurable things in our daily life. Geographically, San Francisco is a city close to the sea. The weather of San Francisco is modulated by sea breezes and land breezes. I like the wind in San Francisco, although it keeps changing my hairstyle when I walk the streets. Wind is invisible but it can be translated as visible, even heard by people. It is in a realm between reality and the abstract.
Concept
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
In this project I record the multiple facts of wind. Wind shows itself to the world in many different guises and personalities. It can be elegant, soft or ethereal. But sometimes it can be harsh, annoying or destructive. The rhythm of wind changes all the time. It is easy to experience but hard to record and visually present. I bring two things I am passionate about which are illustration and photography to this project. All the elements I created interact with each other to represent the rhythm of wind.
c at e g o r i e s
print, book design
23
24
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
25
26
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
ď ą
THE RHYTHM
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
27
ďƒ?
28
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
29
30
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
31
02
who is the wind
m o v e m ent
SKY
32
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
SEA concerto
ďƒ&#x; BIRD
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
33
34
h s u a n c o r a l ya n g p o r t f o l i o
title
the rhythm of wind
project
02 / 12
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r i e s
print, book design
35
03 the film festival of cameron crowe
36
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
Tone
vintage
adventurous
determined
unexpected journey
Project title
Detours
Date
2008 Spring
Class
Integrated communication lab
Instructors
Hunter Wimmer
Category
Print, package design
Deliverables
Film festival products
Typography
Helvetica Neue, Minion & Underwood
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
37
38
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
Inspiration
Almost Famous is one of my favorite movies and is the main inspiration of this project. I didn’t hesitate to choose Cameron Crowe when I realized this project is about creating a film festival from a selected director. The line “Maybe we just don’t see ourselves the way we really are” describes the characters’ understanding after their journey in pursuit of fame. This movie is set in the 1970s, which was the period of sex, drugs and rock and roll. The main character, a 15-year-old boy, William Miller, was going through a journey full of confusions and desires. In the end, he realizes who he is and what he wants. This movie is also a part of Cameron Crowe’s life, his biography. He presented the pop culture of the 70’s by putting himself into this film.
Concept
Cameron Crowe is a director and also a great writer. Crowe’s films include Say Anything (1989), Singles (1982), Tom Petty and the Heartbreakers: Playback (1995), Jerry Maguire (1996), Almost Famous (2000), Vanilla Sky (2001) and Elizabethtown (2005). A road trip is the scene for the film festival, which is named “Detours.” The concept came from Almost Famous and Elizabethtown. In these movies, road trips are the way that the characters travel everywhere. Festival attendants will travel by bus and they can get off or get on the buses at any stop if they want. The starting point would be in San Diego, California and then pass through San Francisco, Oregon, Seattle and then head east to the Midwest and east coast, including a stop in Tennessee, Elvis’ home state. These places were shown in his movies. I think it would be nice to let attendants experience the stories of Cameron Crowe’s films.
course
i n t e r g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
39
Deliverables
From left, the sound tracks, the postcard book, the journal, the film festival catalog and the poster
40
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
41
42
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
43
Deliverables
From left, DETOURS DVD series with catalogue, the film festival schedule and the business cards.
44
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
45
46
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
47
48
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
49
50
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
51
52
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
53
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
55
Deliverables
56
The film festival general admissions
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
58
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r i e s
p r i n t , pa c k a g e d e s i g n
59
60
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
62
h s u a n c o r a l ya n g p o r t f o l i o
title
detours
project
03 / 12
course
i n t e g r at e d c o m m u n i c at i o n l a b
instructor
hunter wimmer
c at e g o r y
p r i n t , pa c k a g e d e s i g n
63
04 sony
20/2 20/200 20/100
64
h s u a n c o r a l ya n g p o r t f o l i o
title
s o n y c o n ta c t l e n s e s
project
04 / 12
Tone
creative
playful
technology
unique vision
Project title
Sony contact lenses
Date
2007 Summer
Class
Elements of typography
Instructors
Jennifer Sterling
Category
Deliverables
Brochure and poster
Typography
Prototype and Franklin Gothic book
5 20/30 20/40
course
elements of typography
instructor
jennifer sterling
c at e g o r y
print, brochure design
65
66
h s u a n c o r a l ya n g p o r t f o l i o
title
s o n y c o n ta c t l e n s e s
project
04 / 12
Concept
What if Sony has contact lenses as their product one day? What will the brand image look like? In this project, I visualized this imagined these products and present my very own SONY virtual reality contact lenses. Virtual reality is a technology that allows a user to interact with a computer-simulated environment, be it real or imaginary. Most current virtual reality environments are primarily visual experiences, displayed either on a computer screen or through special stereoscopic displays, but people can easily experience virtual reality through SONY contact lenses. Customers also can buy SONY’s accessories, which include speakers and headphones to experience some simulations, like sound and voice. You’ll almost forget what world you are in.
course
elements of typography
instructor
jennifer sterling
c at e g o r y
print, brochure design
67
o07 o08
20/200 20/100 20.20
20/25 20/30
o08
68
h s u a n c o r a l ya n g p o r t f o l i o
title
s o n y c o n ta c t l e n s e s
project
04 / 12
course
elements of typography
instructor
jennifer sterling
c at e g o r y
print, brochure design
69
70
h s u a n c o r a l ya n g p o r t f o l i o
title
s o n y c o n ta c t l e n s e s
project
04 / 12
course
elements of typography
instructor
jennifer sterling
c at e g o r y
print, brochure design
71
o07
o08 o07
72
o08
h s u a n c o r a l ya n g p o r t f o l i o
title
s o n y c o n ta c t l e n s e s
project
04 / 12
o07 o07
o08
o08
20/200 20/100 20/70 20/50 20.40 20/30 20/25 2
course
elements of typography
instructor
jennifer sterling
c at e g o r y
print, brochure design
73
Tone
vivid
current
05 polaroid
74
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
energetic
instant memories
Project title
Shades of Polaroid
Date
2008 Fall
Class
Nature of identity
Instructors
Hunter Wimmer
Category
Branding
Deliverable
Brand book
Typography
Futura, Memphis and New Century Schoolbook
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
75
76
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
Inspiration
My relationship with Polaroid started two years ago when I bought my first Polaroid camera from ebay. A couple months after, I realized that Polaroid decided to stop manufacturing instant camera films, which means there will probably be no instant photography after 2009. It was quite sad and shocking news for Polaroid fans, which include hobbyists, amateurs and professional photographers. It’s a shame that Polaroid gave up on continually using this meaningful old technique to serve their loyal customers.
Concept
From the digital camera world standpoint, there are so many competitive brands such as Sony, Canon, Panasonic and Nikon, out there. Nobody really cares about the digital products of Polaroid. In my opinion, Polaroid needs to change their marketing and product plans. Most important of all, they need a new brand image for the company. Otherwise, the image of Polaroid will be like a grandpa, full of knowledge but unable to catch up to the world. With the evolution of Polaroid, I decided to switch Polaroid’s role from grandpa to the energetic young generation who can fit into the modern digital world. The overall color palettes are bright and colorful Classic and spontaneous will become Polaroid’s new brand development direction. The overall concept of the new Polaroid logo is simple, clean and colorful. The structure of the letter “P” is basically made from a circle and a square. The half circle is divided into six parts and filled in with six different rainbow colors. The color switching shows the developing process of Polaroid film. The six rainbow colors play very important roles in Polaroid’s new identity system. They are divided into four categories, which include Gold (yellow and orange tones), New Passion (Red), Rebirth (Green) and Soul (Blue).
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
77
78
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
79
80
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
81
82
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
83
logo
logo type
logo
&
logo type
color palette
84
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
85
86
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
87
88
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
89
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
91
92
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
93
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
95
96
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
97
98
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
99
100
h s u a n c o r a l ya n g p o r t f o l i o
title
shades of polaroid
project
05 / 12
course
n at u r e o f i d e n t i t y
instructor
hunter wimmer
c at e g o r y
print, book design
101
Tone bold
classic
traditional
06 Fr an k l in g o t h ic BOOK par ag r aph s t u d y t y pe s t u d y
Franklin gothic
102
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic
the art of typography
ex p er imen t a l
Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic t y pe s t u d y PA R A G R A P H s t u d y Fr an k l in g o t h ic BOOK
Project title
Type study
Date
2007 Spring
Class
Typography II
Instructors
Jennifer Sterling
Category
Typography
Deliverable
Type box
Typography
Franklin Gothic
t y pe s t u d y Fr an k l in g o t h ic BOOK PA R A G R A P H s t u d y
Typography 2
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
103
104
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
Concept
Franklin Gothic and its related faces are realist sansserif typefaces originated by Morris Fuller Benton (1872–1948) in 1902. “Gothic� is an increasingly archaic term meaning sans serif. Franklin Gothic has been used in many advertisements and headlines in newspapers. The typeface continues to maintain a high profile, appearing in a variety of media from books to billboards. The goal of this project is to explore the beauty of the typeface we choose. With the fixed color and formats, we will be able to focus on the shapes and shades of the typeface.
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
105
106
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
107
108
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
109
110
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
111
t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic
1 2007 SPRING
t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic pa r ag r a o h i nd i c at o r s: d r o p c a p s p ec s: 2 c o l u mn , j u s t i f i e d 7/10 F r a n k l i n g o t h i c b o o k d r o p c ap: 4 l in es ex t r a l ead in g : 7 po in t s c o l u mn w i d t h : 2.5 i n c h e s 3 c o l u mn , f l u s h l e f t r a g r i g h t
t y pe s t u d y Fr an k l in g o t h ic BOOK PA R A G R A P H s t u d y
Typography 2
112
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
9
0
4
Fr an k l in g o t h ic BOOK par ag r aph s t u d y t y pe s t u d y t y pe s t u d y t y pe s t u d y par ag r a ph s t u d y Fr an k l in g o t h ic b o o k c o n t r a s t s t u d y s h a d e s o f g r ay
ex p er imen t a l
Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic t y pe s t u d y PA R A G R A P H s t u d y Fr an k l in g o t h ic BOOK
p Q r S t U v W x Y z
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
AbCdEfGhIjKlMmO p Q r S t U v W x Y z
113
114
h s u a n c o r a l ya n g p o r t f o l i o
title
type study
project
06 / 12
course
typography
II
instructor
jennifer sterling
c at e g o r y
typography
115
Tone
innovative
interesting
inspired
07 kimpton earthcare
116
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
pleasant visiting
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
Project title
Kimpton earthcare
Date
2007 Spring
Class
Design and sustainability
Instructors
Phil Hamlett
Category
Deliverables
Brochure and gift bag
Typography
Avenir, Minion and Univers
c at e g o r y
117
118
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
Inspiration
Sustainability is a popular issue and it can be applied to almost every aspect in our life. As a travel addict, I am interested in how sustainability can be practiced in the hospitality industry. Many hotels declare that they are heading towards the goal of environmentally friendly practices by using green products and facilities in recent years. However, for customers, this experience only exists during the period of their stay and customers don’t care about sustainable practices. It’s a good opportunity to extend this experience even when customers go back to their homes since hotel rooms can be a travelers’ second home. The images of cleaning agents shouldn’t be just housekeepers but they could be messengers who send the message of practicing sustainability in our life, not just in hotels.
Concept
Starting with local businesses in San Francisco, I combined two brands, Kimpton and Good Hotel, into one for this project. Good Hotel owns many creative ideas about how to make sustainable practices visible to customers. Kimpton is a very well established brand and they have a clear plan, Earthcare, of how sustainability is practiced in their hotels. I want to embrace behavioral change by creating a new cleaning agent team, the “Ambassadors of Sustainability.” Customers can get information about Kimpton’s EarthCare directly from cleaning supply samples, product labels, instruction boards, facilities and TV commercials rather than our website. For customers who are particular about cleaning, Kimpton will offer customers a chance to customize how their room will be cleaned, such as the scent of cleaning products and an amenities display. The takeaway of this project is: here’s a company that really keeps the balance between environmental responsibilities and customers’ needs.
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
119
120
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
121
122
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
123
Deliverables
From left, Kimpton EarthCare take out card, the promotional catalog and the gift bag
124
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
125
126
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
127
128
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
129
130
h s u a n c o r a l ya n g p o r t f o l i o
title
kimpton earthcare
project
07 / 12
course
d e s i g n a n d s u s ta i n a b i l i t y
instructor
phil hamlett
c at e g o r y
131
Tone
welcoming
warm
happy
08 family to family
132
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
family stories
Project title
Family to family
Date
2010 Spring
Class
Graphic design 3
Instructors
Laura Milton
Category
Deliverables
Catalog, stationery and website
Typography
course
graphic design
3
instructor
l a u r a m i lt o n
Archer & Verlag
c at e g o r y
133
134
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
Concept
Family-to Family is a not-for-profit hunger relief program aimed at helping profoundly poor and hungry rural American families. The program creates a bridge between suburban communities with enough to share and some of our country’s most impoverished areas. The members of F-to-F welcome the concrete responsibility of shopping for, packing, and sending a carton of fundamental necessities to a family they sponsor. The deliverables for the final project include the redesign of the current logo, a stationery set, a brochure which tells the story behind F-to-F, a fundraising event invitation which was made from brown cardboard boxes, a promotional poster, a lunch kit as the promotional item which reflects the idea of helping hunger, and a redesigned website. With the new look of F-to-F, families are able to communicate more efficiently and get more families more involved.
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
135
F
F F
ff
136
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
137
138
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
139
140
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
141
142
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
ď‚’
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
143
Deliverables
144
The fundraising event invitations
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
145
146
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
147
Deliverables
148
Family-to-Family business cards and website graphics
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
149
150
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
course
graphic design
3
instructor
l a u r a m i lt o n
c at e g o r y
151
152
h s u a n c o r a l ya n g p o r t f o l i o
title
f a m i ly t o f a m i ly
project
08 / 12
Deliverable
course
graphic design
3
instructor
l a u r a m i lt o n
A lunch kit as the fundraising gift
c at e g o r y
153
Tone vibrant
original
natural
09 flyers infographics
154
h s u a n c o r a l ya n g p o r t f o l i o
title
8.5
x
11
p r o j e c t 09 / 12
information archeology
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
Project title
8.5 x 11
Date
2008 Fall
Class
Information design
Instructors
Mark Roudebush
Category
Deliverable
Book
Typography
Helvetica Neue and Minion
c at e g o r y
155
156
h s u a n c o r a l ya n g p o r t f o l i o
title
8.5
x
11
project
09 / 12
Inspiration
Walking on the streets of San Francisco, I often find colorful flyers on the telephone poles or bulletin boards in certain neighborhoods. The contents of those flyers include services, sales, lost & found, parties, musical concerts and events, etc. However, not so many people are interested in the contents of those flyers. They are just becoming a part of the environment, and are easily ignored and skipped. From a design standpoint, there is not so much creativity in flyers due to the need for efficient of communication and low budgets, but posting flyers has been a street culture since the American Revolutionary War. I want to document this forgotten tradition of communication and explore the personalities of each neighborhood with the “flyer culture.”
Concept
Street flyers have been in our lives for a very long time. Posting flyers in public places is one of many traditional ways to send and advertise messages to other people. As advanced technology is consistently being introduced, most people use the Internet to achieve the same goals as posting street flyers. Although technology transformed flyer culture into a more convenient and widespread culture due to low budgets, local small businesses still use the physical flyers to advertise their services, products and events. Besides these marketing flyers, many individuals also start their own business by creating flyers, for general sales, housing and jobs. Through this project, I uncovered stories of flyers. The statement I am conveying that flyers in certain areas show the personality of each neighborhood. To accomplish this goal, I selected three areas, which have strong personalities already, such as Haight/ Ashbury, Castro and Japan Town and then collected flyers from these three areas as my project foundation. After collecting and organizing the information, I compared these three areas in different aspects such as the categories of flyer contents, store types, and locations. Because 55% of the flyers are 8.5x11, I named my final deliverable “8.5x11.” I applied the data I collected and designed infographics to convey my ideas in an efficient yet creative way.
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
c at e g o r y
157
158
h s u a n c o r a l ya n g p o r t f o l i o
title
8.5
x
11
project
09 / 12
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
c at e g o r y
159
160
h s u a n c o r a l ya n g p o r t f o l i o
title
8.5
x
11
project
09 / 12
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
c at e g o r y
161
162
h s u a n c o r a l ya n g p o r t f o l i o
title
8.5
x
11
project
09 / 12
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
c at e g o r y
163
Categories of the Contents
Types of the Stores
26 42
Cafes/Restaurants
54 47 27
General Merchandise
41 8 8
General Events 0 0
Housing
8 1 5
Jobs
13 1 0 0
14 0
Lost & Found
Nightclub Musical Events
Record/Video Shops
12 0 5 6 22
Nightclubs 0
Hippie and Eastern-Influenced Shops
9 0 0
6 14
Politics 1 8 0
Sale/Wanted
18 0
Service/Classes 17 0 22
Sexual Parties 0
164
h s u a n c o r a l ya n g p o r t f o l i o
Sexual Appealing/ DVD Shops
Haight Ashbury
0 9
Castro
0
Japan Town
title
8.5
x
11
project
09 / 12
course
i n f o r m at i o n d e s i g n
instructor
mark roudebush
c at e g o r y
165
Tone ď ľď ˇ
ď ľ simple
adventurous
10 the north face survival kits
166
hsuan coral yang portfol i o
t it l e the n ort h face survival kit s
p r oj e c t
10 / 12
natural
natural guidance
course
design outside the box
instructor
roland young
Project title
The North Face survival kits
Date
2009 Fall
Class
Design outside the box
Instructors
Roland Young
Category
Deliverables
Series posters
Typography
Franklin Gothic and Verlag
c at e g o r y
poster design
167
168
h s u a n c o r a l ya n g p o r t f o l i o
title
t h e n o r t h f a c e s u r v i va l k i t s
project
10 / 12
course
design outside the box
instructor
roland young
Inspiration
North Face is one of the most well known outdoor product companies worldwide. They specialize in outerwear, fleece, footwear, and equipment such as backpacks, tents, and sleeping bags. The company also sponsors professional athletes from the worlds of running, climbing, skiing, biking and snowboarding. They also hold expeditions every year. The gear from North Face provides complete protection even in extreme environments. I see an opportunity that North Face can provide education on outdoor survival and produce survival kits for different circumstances.
Concept
“Nature is your Guide� is the tag line of whole poster series. Nature is the most important navigation tool when we are lost in the wilderness without a compass or map. Travelers can use a stick, sun, stars or even a watch to find direction. In each poster, I use a natural element in the center of the compass needle representing the idea that nature is your compass/guide.
c at e g o r y
poster design
169
170
h s u a n c o r a l ya n g p o r t f o l i o
title
t h e n o r t h f a c e s u r v i va l k i t s
project
10 / 12
course
design outside the box
instructor
roland young
c at e g o r y
poster design
171
172
h s u a n c o r a l ya n g p o r t f o l i o
title
t h e n o r t h f a c e s u r v i va l k i t s
project
10 / 12
ď‚’
course
design outside the box
instructor
roland young
c at e g o r y
poster design
173
174
h s u a n c o r a l ya n g p o r t f o l i o
title
t h e n o r t h f a c e s u r v i va l k i t s
project
10 / 12
course design outside the box
instructor
roland young
c at e g o r y
poster design
175
Tone contrast
saturate
crafty
11 rewinding the past
176
h s u a n c o r a l ya n g p o r t f o l i o
title
r e w i n d t h e pa s t
project
11 / 12
rewinding the past
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
Project title
Rewinding the past
Date
2008 Spring
Class
Experimental typography
Instructors
Stan Zienka
Category
Typography
Deliverable
Poster
Typography
Helvetica and barcode font
c at e g o r y
typography
177
178
h s u a n c o r a l ya n g p o r t f o l i o
title
r e w i n d t h e pa s t
project
11 / 12
Inspiration
The idea of poster design, was inspired by Sandi Thom’s song of rewinding our lives to an earlier era which is something we have all wanted to do at one time or another. It is a universal idea. While people all enjoy the convenient technology of today, they miss the old and traditional technology, which they have forgotten or never use anymore. The world is changing too fast and it is hard to keep up with it.
Concept
This song also reflects the purpose of this class, which is using a projector to experiment with the possibility of typography instead of producing the whole process in computers. For me, I’m a large user and supporter of technology, but I find that the more I use it, the more I want to push the “rewind button” and keep some of the older art forms and ways of communication alive. In the image and type selection, I use handwritten type and images produced by film cameras. Anyone with decent eyesight will notice that work done by hand is not perfect. That’s also the reason why these imperfect traces are unique and beautiful.
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r y
typography
179
180
h s u a n c o r a l ya n g p o r t f o l i o
title
r e w i n d t h e pa s t
project
11 / 12
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r y
typography
181
:::::::::::::::::::
182
h s u a n c o r a l ya n g p o r t f o l i o
title
r e w i n d t h e pa s t
project
11 / 12
:::::::::::::::::::::::::
course
e x p e r i m e n ta l t y p o g r a p h y
instructor
s ta n z i e n k a
c at e g o r y
typography
183
ď ľď ˇ
ď ľ
Tone innovative
12
interesting
inspired
mfa thesis : decoder channel
184
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
cautionary tales
Project title
Decoder Channel
Date
2011 Spring
Class
MFA Thesis
Instructors
Phil Hamlett Christopher Morlan Carolina de Bartolo
Category
Graphic design
Deliverables
Publications, posters, and advertisements
Typography
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
Akzidenz and Sentinel
c at e g o r y
graphic design
185
186
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
187
188
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
Inspiration
Every advertising message is trying to manipulate our perceptions and many of them are intended to mislead us. I am the type of customer who makes purchase decisions based on how attractive advertisements are. The more I watch, the more I buy. However, I find some products or services are not as good as their advertising statements. After researching on the Internet and in magazines, I found out so many “ugly truths“ about marketing and advertising. We know not all manufacturers make profits from their honesty but what we don’t know is the tricks they play to mislead us. I want to stop these kind of advertising abuses and bring awareness to the public.
Concept
Decoder Channel is a non-profit organization that uses case studies and factors of misleading marketing techniques in order to understand the problem of advertisement consumption. Advertising messages are clearly constructed for the purpose of getting you to spend your money. The goal is to raise the awareness of misleading advertisements created by marketers for consumers who are manipulated by them. In order to accomplish the goal, Decoder Channel will create an online community, self-taught materials, outdoor advertising and guerilla campaigns. The audience of Decoder Channel is average consumers in their 20’s to mid-30’s who are exposed to a variety of marketing messages everyday, from TV, newspapers, radio, magazines, websites to billboards, etc. These misleading advertisements might cost consumers extra money, trust, and even health if they don’t pay attention. The final deliverables are 3 books, which include the overall situation of advertising today and misleading market techniques. The goal of these books are not negating or challenging the listed products or commercial messages we receive. I want to help target audiences become aware of what they are going to buy and what they believe in. The products listed in this book as examples are based on test reports from 3rd party and non-profit organizations.
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
189
190
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
191
192
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
193
194
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
195
196
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
197
198
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
199
200
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
201
202
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
203
204
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
205
206
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
207
208
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
209
210
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
211
Deliverables
Outdoor advertisements
Cautionary Tales //
What we see everyday //
Directory of misleading advertising //
Being a smart consumer
212
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
213
214
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
215
216
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
217
218
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
219
220
h s u a n c o r a l ya n g p o r t f o l i o
title
decoder channel
project
12 / 12
course
mfa thesis
instructors
phil hamlett, christopher morlan and carolina de bartolo
c at e g o r y
graphic design
221
with sincere thanks
Family in Taiwan My awesome parents and grandparents Instructors
Mary Scott
& supporters
Phil Hamlett Hunter Wimmer Carolina de Bartolo Christopher Morlan Roland Young Stan Zienka Laura Milton Jennifer Sterling Steve Abney Susan Pasley Tyler Carter Amy Parker
Dear friends
Yunting Tai Louise Chen And all the other friends who encouraged and supported me through this journey. Thank you all.
223
colophon
Title of book
Tone
School
Academy of Art University
Name
Hsuan “Coral” Yang
Printer
Andresen
Bookbindery
Herring & Robinson
Photography
Hsuan “Coral” Yang
Cover stock
Canson art paper
Text stock
Finch Paper, 80lb text
Fonts
Claredon bold Univers bold condensed / light
Software
224
h s u a n c o r a l ya n g p o r t f o l i o
Adobe Photoshop, Indesign, Illustrator