THINKING VISUALLY SELECTED WORKS / YU-HSUAN JAMIE CHEN
DEDICATION / I dedicate this portfolio to my family, friends, and the people who support me along the way.
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“A VISUAL IMAGE IN THE HAND OF AN ARTIST IS MERELY A TOOL TO MORE FOCUSED ON TRIGGER A MENTAL IMAGE.” —ROY H. WILLIAM, AMERICAN AUTHOR
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FORE WORD / A good designer has to have not only a great eye for details, but also the creativity to visualize conceptual thinking. Starting from a young age, I always loved to imagine the words I heard, or recreate the images I saw in great detail. During my undergraduate study in industrial design, I learned to transform two-dimensional drawings into functional three-dimensional products in my head. After I received my degree, I decided to step into the field of graphic design. It has always fascinated me how graphic designers can bring an idea to life, no matter what form of design it is in. People don't usually notice the fact that graphic design is tied closely to our daily life. Graphic designers visualize the experience people have when they read a book, use a product, go into an environment, and so on. This portfolio demonstrates how I think visually and how I bring the experience to audiences in various projects.
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TABLE OF CONTENTS
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SE ARCHING FOR ME ANING p. / 08
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BUILDING WITH NATURE p. / 38
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BRINGING OUT THE BE AUT Y p. / 52
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MOVING TOWARDS HAPPINESS
SHARING THE FUN MOMENTS
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TAKING TO THE ROAD
TASTING FRESHNESS
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TR ACING BACK HISTORY
TURNING WASTE INTO GOLD
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SEARCHING FOR MEANING
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01 / 09
LINGERING REFLECTION S— A FILM FESTIVAL OF SOFIA COPPOLA
OBJECTIVE / To choose a movie director and create a collection for the director’s film festival based on his or her vision and style.
APPROACH / Lingering Reflections is a film festival to celebrate Sofia Coppola’s successful career. In her films, the characters are often emotionally impoverished and looking for meaningful human connections despite their material abundance. My concept was to show the characters in the way which they are lost in this big world. To achieve the quality I was searching for, I utilized lightweight type, soft photography, and transparent materials as if the characters were seen from the reflection of glass.
Course / Inte gr ate d C o m m unic ati o n s Instructor / Hunter W im m er, Chr i s to p h er M o r l an Category / P r int , P a c k a gin g , Web Year / S p r in g 2 013 Time Frame / 15 We ek s
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Lingering
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The Virgin Suicides
Lost in Translation
Somewhere
Marie Antoinette
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BUILDING WITH NATURE
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ORGANIC ARCHITECTURE POSTER SERIES OBJECTIVE / To create three posters for an architectural lecture series, using our own choice of topic and materials to make the type by hand.
APPROACH / I chose organic architecture as the lecture topic because this type of architecture promotes harmony between human habitation and the natural world through design. I visualized the type very wellintegrated into nature. I selected the words climb, grow, and flow to show the type integrated into a mountain, a forest, and a river.
Course / Ty p e E x p er im ent s Instructor / K athr in Bl at ter Category / P r int Year / S p r in g 2 013 Time Frame / 6 We ek s
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BRINGING OUT THE BEAUTY
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REBRANDING VIDAL SASSOON OBJECTIVE / To give a defunct brand a new life, and to extend the brand with new possible products or services while focusing on the brand's core.
APPROACH / I chose to rebrand Vidal Sassoon. I identified the core of the brand, which is to bring out women's unique beauty. I envisioned the new Vidal Sassoon in a new brand position that emphasizes both inner and outer beauty, and the target audience is extended to a wider range of age. With three new keywords for the brand—optimism, warmth, and brightness—the company helps women be more balanced and confident in life.
Course / N at ur e of I d enti t y Instructor / Hunter W im m er Category / P r int , Web Year / Fal l 2 013 Time Frame / 15 We ek s
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THE INVISIBLE WALL— TEENAGE DEPRESSION OBJECTIVE / To closely investigate the problem behind a topic of choice through research, and create a book that provides design solutions.
APPROACH / I decided to look into the problem of teenage depression and its effect on the future of society. I named the book The Invisible Wall, to indicate the barrier between teens with depression and the outside world. I utilized elements that related to the topic, such as illustrations of an unhappy teen and torn notebook pages, to visually deliver my concept.
Course / V i s u al C o m m unic ati o n L ab Instructor / P hil H amlet t , J er em y Sto u t Category / P r int Year / Fal l 2 012 Time Frame / 15 We ek s
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TAKING TO THE ROAD
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ROAD TRIP SURVIVAL KIT OBJECTIVE / To create the packaging for a kit of choice with 25 to 50 items and apply the design to different shapes and sizes with consistency.
APPROACH / I chose to create a road trip survival kit that is unique, hip, and fun for young people between 20 to 28 years old. The kit would provide products to meet people’s needs in a vehicle, where they spend most of their time on road trips. My concept is to utilize the things people see on road trips, such as signage, road lines, and maps, and to add some fun elements to the design.
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SURV IVAL KIT
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WEST MARIN BRIE CHEESE PACK AGING OBJECTIVE / To redesign the brie cheese packaging for an upscale target market, and to tell the story of the brand through packaging design.
APPROACH / I chose the Marin French Cheese Company, which is located in West Marin County, California. The company was founded in 1865, and it is the oldest cheese manufacturer still in operation in the United States. The new packaging is to show the history of the company and bring the 1860s experience to the audience’s table. By using the new name, West Marin, which is the original location, I want the audience to feel the homemade quality of their brie cheese.
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SHARING THE FUN MOMENTS
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EVENTPAL SOCIAL WEBSITE OBJECTIVE / To create a user interface for a website that provides a service and improve the user experience through user testing.
APPROACH / My idea for the website is to provide all the concert information and connect young people to attend a selected concert together. They could not only enjoy the music with each other but also share the costs of the trips. First, a user chooses an event that he/she is interested in. Next, he/she would see other people who are looking for others to join him/her. The user can browse through the list and decide whether to join the people who posted the invitations, or he/ she posts an invitation and waits for others to join.
Course / P r in c ip l e s of Us er E x p er i en ce Instructor / D an E r ik s s o n Category / Web Year / Fal l 2 013 Time Frame / 6 We ek s
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Find pals
About Event 1
Start an invitation
Find pals
Calender
Event 2 Start an invitation
Event 3
Find pals Start an invitation
HOME Past Event 1 Gallery Past Event 2
My pals
Pal D’s profile
My Profile Photo albums
Private messages with pal A
Messages Private messages with pal B
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Pal A’s profile Private messages
Pal B’s profile Private messages
Pal C’s profile Private messages
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TASTING FRESHNESS
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GLASHOFF FARMS HANDMADE PRESERVES OBJECTIVE / To create a system based on a handmade sign found on the street. The design must follow the original intent of the sign.
APPROACH / I found a sign from Glashoff Farms at a farmers’ market. The purpose of the sign was to sell their low sugar handmade preserves. I created a design system that includes a packaging system, a booklet, and a website. I focused on the organic and healthy quality of Glashoff Farms' preserves and applied a more modern design to attract young audiences. I utilized bright colors to indicate the freshness of the fruits. Moreover, I used hand drawn stitch lines to give it a handmade feel.
Course / V i s u al L i ter a c y Instructor / Hunter W im m er Category / P r int , P a c k a gin g , Web Year / S p r in g 2 012 Time Frame / 5 We ek s
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TURNING WASTE INTO GOLD
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CLOTHING CYCLE — MFA THESIS PROJECT OVERVIEW / Today’s economic growth has come to depend on the continued marketing of new products and the disposal of old ones, which are thrown away simply because stylistic norms promote their obsolescence. When it comes to clothing, the rate of purchase and disposal has dramatically increased, so the path that a t-shirt travels from the sales floor to the landfill has become shorter. The US Environmental Protection Agency showed that approximately 13 million tons of clothing waste is generated each year in the United States, amounting to approximately 70 pounds of waste per person per year.
OBJECTIVE / To improve clothing waste issue by creating a design solution.
APPROACH / From my research, I found out convenience and motivation are the key factors that influence audiences’ decision to recycle or donate used clothes. I also came across a place called Scrap. It is a nonprofit creative reuse center, a materials depot, and a workshop space founded in 1976 in San Francisco. Scrap accepts donations of all kinds of materials, such as brushes, paper, books, foam core, fabric samples, etc. And, I realized there is no creative reuse resource for clothing. I decided to create an idea of a new business which keeps the perfect cycle of reused clothing. This business has an online and a physical presence. The main goals are: / Simplifying the recycling process by providing free mailing boxes and envelopes. / Motivating consumers by giving rewards based on the amount of used clothes they send in. / Promoting the creative use of repurposing by helping crafters and artists get the materials they need and providing a marketplace for their products.
Course / G r a du ate T h e si s P r o j e c t Instructor / P hil H am let t , J er em y Sto u t , B o b S l ote Category / Web Year / 2 014 –2 015 Time Frame / 1 Ye ar
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“DESIGN NEEDS A NEW RELATIONSHIP WITH THE WORLD, ONE THAT IS MORE FOCUSED ON OUR PLANET’S NEEDS.” —YVES BÉHAR, SWISS DESIGNER
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A NEW SUSTAINABLE WAY TO BE CREATIVE.
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CLOTHING
CLOTHING A
CLOTHING X
CONTAINER
DE TAIL S
DE TAIL S
RECEIVED
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SECOND-HAND
ORDER
ORDER
INFOGR APHICS
SHOP
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REPURPOSED
WORKSHOP
CR AF TS
BLOG
CONTAC T
PRODUC T A
PRODUC T X
BLOG
DE TAIL S
DE TAIL S
POS T
SELLER A’ S
SELLER X ’ S
MY
PAGE
PAGE
ACCOUNT
SHOPPING
WISHLIS T
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C ART
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CLOTHES
ORDER
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CONTAINER
ORDER
INFOGR APHICS
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RECEIVED
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SHOP
REPURP OSED
WORKSHOP
CR AF TS
BLOG
CONTAC T
PRODUC T A
PRODUC T X
BLOG
DE TAIL S
DE TAIL S
P OS T
SELLER A’ S
SELLER X ’ S
MY
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PAGE
ACCOUNT
SHOPPING
WISHLIS T
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STEP 1
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STEP 2
STEP 3
Order the quantity of boxes and/or
After you get the boxes and/or
You can purchase repurposed crafts
envelopes you need at no cost.
envelopes, fill them up and drop them
using the reward based on the quantity
to the nearest post office.
you sent.
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“YOU CAN DO ANYTHING AS LONG AS YOU HAVE THE PASSION, THE DRIVE, THE FOCUS, AND THE SUPPORT.” —SABRINA BRYAN, AMERICAN ACTRESS
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ACKNOWLEDGEMENTS / I have to thank everyone who always supports me, encourages me, and believes in me despite all the difficulties I have faced. I feel lucky that I have all of you with me on this journey. TO MY FAMILY
Thank you for your advice and always having no doubt that I would do the best I can to achieve my goal. I wouldn’t have finished this without your support. TO MY FRIENDS
Thank you for being so patient with me when I complained about my problems. I know you never understood why I had so much school work to do, but you still gave me all the help I needed. TO MY CL A SSMATES
We inspired, helped, and pushed each other through the process. I really appreciated your feedback and support. I can’t imagine this journey without you guys. TO MY INSTRUCTORS
Thank you for inspiring me and guiding me through the whole process. I started the program from almost zero, but you taught me with patience and professionalism. I would never forget the valuable experience I got.
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THINKING VISUALLY
MFA GR APHIC DESIGN PORTFOLIO School / Academy of Art University, School of Graphic Design Course / Portfolio Seminar Instructor / Mary Scott, Phil Hamlett YU-HSUAN JAMIE CHEN Email / yhchen7782@gmail.com Phone / 415 606 2641 Website / jamiechen-design.com Printer / Watermark Press, San Francisco Paper / 100# Recycled Text Bindery / The Key Printing and Binding, Oakland Book Size / 8.25" x 11.25" Typefaces / Din, Minion Pro
Š2 015 A l l r ight s r e s er v e d . No p ar t of this publ ic ation c an b e r epr o duce d w i thou t ex pr e s s p er mis sion f r om Yu -Hsuan Jamie Chen .