Design for X by Jeff Jen

Jeff Jen Design for X 2017â&#x20AC;&#x201D;2019

S E L E C T E D W O R K S 1 7— 1 9

2017—2019

Jeff Jen Design for X 2017â&#x20AC;&#x201D;2019

To all Creators,

01—The Glass Set 02—The System 03—The House Paint 04—The Rebrand 05—The Boardgame 06—The Cookbook 07— The Beer Set 08—The Card Set 09—The Collab

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Project— Feel Glass Course— Packaging Design 2 Instructor— Thomas McNulty Semester— Spring 2018

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Engage your five distinct senses— Create packaging and branding of a set of four to six glasses for appropriate audiences. The packaging must offer ease of use and adequate protection of glass.

The Approach Feel Glass is a conceptual glass company, that provides only high quality drink-ware glass. Feel Glass was inspirationally driven on the five sense of the human body, which are

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

seeing, hearing, tasting, smelling and touching. Feel glass believes that glass use to drink can elevate the quality of life and the mood of a home.

into the design. Looking at the package, Hearing when you pull the box slide, Tasting the glass, Smelling the wood,

JEFF JEN

I thought about how to package the five human senses

the whole box is the entire of the experience I would like to share. I approached this package with a very simplistic and minimal way to bring out the high end mood. Remind the target audience that glassware can be very high-end and luxurious and that we cannot live without glass, that drinkware is worth spending money on.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 10

1 1

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

F g

S E L E C T E D W O R K S 1 7— 1 9

FE EL

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 12

F L

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

Typography & Color

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

P R O J E C T S 01 02 03 04 05 06 07 08 09

abcdefghijklnmopqrstuvwxyz 0123456789

Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

JEFF JEN

abcdefghijklnmopqrstuvwxyz 0123456789

Gotham Book

S E L E C T E D W O R K S 1 7— 1 9

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 0123456789

Pantone White

C 5 / M 62 / Y 66 / K 50

Pantone Black

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 16

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 18

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Project— Major Conspiracies Course— Visual System 2 Instructor— Megumi Kiyama Semester— Spring 2019

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Which side is telling the truth— Find an unknown a problem, address it through visual systems, educating suitable target audiences. The problem should be interesting, like eye candy.

The Approach Conspiracy thories surround our everyday lives. Some people choose to take a different route in thinking. Is the news really always telling us the truth? What is hidden in all

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

these major conspiracies? How many of these conspiracy theories do you believe? People believe in conspiracy theories without tools educate the origins, the social consequences, and the psychological nature of widespread conspiracy ideations,

JEFF JEN

and solid evidence. This news piece is targeted to inform,

to call attention to the news.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 32

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

Typography & Color

Berthold Akzidenz Grotesk Bold

AB C D E F G H I J K L M N O P Q R ST U V W XY Z

P R O J E C T S 01 02 03 04 05 06 07 08 09

ab c defghi j kl nmo p q r st u v w xy z 0123 45 678 9

Berthold Akzidenz Grotesk Medium

A B C D E F G H IJ K LM N O P Q R S T U V W XY Z

JEFF JEN

abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9

Berthold Akzidenz Grotesk Regular

S E L E C T E D W O R K S 1 7— 1 9

AB C D E FG H IJ K LM N O P QR STUVWXYZ abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9

C 1 / M 96 / Y 95 / K 0

Pantone White

Pantone Black

C 100 / M 0 / Y 0 / K 0

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Project— Greenway Paint Course— Packaging Design 2 Instructor— Thomas McNulty Semester— Spring 2018

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

It’s time for a greener change— Create a packaging line of eco-friendly, non-toxic powdered interior and exterior paints. Design a brand system that will function as a series of paint, accessories while creating differentiation between all products.

The Approach Greenway is a new start up company that promotes and advertises sustainable powdered house paints. Greenway also presents, all powdered house products

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

are recyclable and biodegradable material. It is nonharmful and environmental friendly house paints. Using only environmental friendly materials to create the look and feel that promotes recycling. Giving this brand a clean, green and organic look would show off the relation-

JEFF JEN

‘reduce reuse and recycle’ idea with a green eco friendly

ship this brand has with nature. Since Greenway is the only company in the industry that is beginning with 100% recyclable materials and sustainable powdered house paint, It reinforces the sustainability principles.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

Typography & Color

Berthold Akzidenz Grotesk Bold

AB C D E F G H I J K L M N O P Q R ST U V W XY Z

P R O J E C T S 01 02 03 04 05 06 07 08 09

ab c defghi j kl nmo p q r st u v w xy z 0123 45 678 9

Berthold Akzidenz Grotesk Medium

A B C D E F G H IJ K LM N O P Q R S T U V W XY Z

JEFF JEN

abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9

Berthold Akzidenz Grotesk Regular

S E L E C T E D W O R K S 1 7— 1 9

AB C D E FG H IJ K LM N O P QR STUVWXYZ abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9

Craft Paper Texture

C 0 / M 10 / Y 95 / K 0

C 50 / M 0 / Y 100 / K 0

C 69 / M 44 / Y 0 / K 0

Interior Latex Powder Mix Pa int

We Reduce Reuse & Recycle

r 3

Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.

Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.

Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.

100% Eco Friendly

FFD-E17

Interior Latex Powder Mix Pa int

T: +1 415 624 4582

W: greenway.com

690 Long Bridge Street San Francisco CA 94158

We Reduce Reuse & Recycle

r 3

Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.

Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California

CAUTION! DO NOT EAT .

Makes Up To 1 Quart NET WT 8.OZ(226g)

Greenway Eco Green AFE-2FA Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.

Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.

100% Eco Friendly

AFE-2FA

Makes Up To 1 Quart

CAUTION! DO NOT EAT .

Makes Up To 1 Quart

Greenway Whale Blue 74C-FEB Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.

Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.

100% Eco Friendly

74C-FEB

Whale Blue

We Reduce Reuse & Recycle

Interior Latex Powder Mix Pa int

r 3

Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.

Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California

CAUTION! DO NOT EAT .

Eco Green

NET WT 8.OZ(226g)

Greenway Sunlight Yellow FFD-E17

Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California T: +1 415 624 4582

W: greenway.com

690 Long Bridge Street San Francisco CA 94158

8.5’’/219.5M M Eco Friendly Recycable Rollers For excellent leveling and smoothing Made with 100% recycable material Made in USA

Eco Friendly Paint Brush

For excellent leveling and smoothing Made with 100% recycable material Made in USA

2’’/50M M

100% Eco Friendly

For excellent leveling and smoothing, Made from 100% recycable material. Made in USA.

T: +1 415 624 4582 W: greenway.com 690 Long Bridge Street San Francisco CA 94158

Our vision is to keep our customers healthy, Our powder ingredients are made from nature. It is safe to mix and apply to your home.

Why Us?

Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.

We Reduce Reuse & Recycle

Eco Friendly Recycable Rollers

Greenway

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 60

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 62

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Project— Uber Rebrand Course— Identity Design 2 Instructor— Thomas McNulty Semester— Spring 2019

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Experience utopia in black— Choose an existing taxi service and develop a new identity system, consider the target audience and develop the concept based on your marketing research.

The Approach Uber’s vision: Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job op-

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

portunities and higher incomes for drivers. Uber’s vision is a utopian idea of the “smart city”, where people and things move around efficiently and seamlessly is still the goal. No getting stuck in traffic, no excessively waiting at a red light. that meeting across town in time.

JEFF JEN

No need to think about how you’re going to get to

Embracing the black in its current form, I would like to bring in the look of the actual “smart city” Utopia to life. Bring in more younger generations, by setting the brand more friendly and easy to engage. Uber’s logo should look distinctive and hold its own personality built from its past brand icon and experience. The black should be kept.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

Typography & Color

Moon Bold

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z

P R O J E C T S 01 02 03 04 05 06 07 08 09

a bcdefgh ij klnmopqrstuvwxyz 0123456789

Moon Medium

A B C D E FG H I J K L M N O P Q R ST U V W X Y Z

JEFF JEN

a bcdefgh ij klnmopqrstuvwxyz 0123456789

S E L E C T E D W O R K S 1 7— 1 9

Moon Light

A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a bcdefgh ij klnmopqrstuvwxyz 0123456789

Pantone White

Pantone Black

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Project— High Noon Course— Package Design 3 Instructor— Christine George Semester— Fall 2018

P R O J E C T S 01 02 03 04 05 06 07 08 09

JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

Watch out for the outlaws— Originate or redesign a new board game. The game has to function graphically and logically. Consider the target audience age group in the concept.

The Approach It is 1880, A secret rumor of a hidden treasure in the wild west has been revealed. Word has gone out that the hidden treasure chest can be opened with four main ob-

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

jects. The three most vicious and experienced robbers has already begun searching for these four keys, and the sheriff in town is set to shut down their plan. Will he succeed?

imaginations of all who see or hear of them. It was a time of lawlessness and perseverance, of incredible heartbreak

JEFF JEN

The stories and tales of the Old West still capture the

and amazing opportunities for thousands of families. While that time might be long gone, the tales of those who lived are still lingering. This design is set to take players through an old wild west tale journey, I want to invite players to experience the chase.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 90

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

100

101

P R O J E C T S 01 02 03 04 05 06 07 08 09

TURN TURN TURN

JEFF JEN

TURNS TURNS TURNS

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

104

Project— Language of Noodle Course— Type Design 3 Instructor— Ariel Grey Semester— Summer 2018

105

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

106

Noodles soften, we bleed— Design a conceptual cookbook around a chosen topic. Research the topic and structure of the concept, including recipies, a bookmark, website and paper textures.

The Approach This noodle cookbook is focused on people from all around the world, it implies that although humans share different cultures and backgrounds, we are still the same,

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

107

from one family. One ingredient of food can also share different backgrounds but share a common humanity. Noodles appear in different shapes and sizes as do we. They to show how different humans should be treated equally, just as we treat the different noodles with the same respect.

JEFF JEN

soften the same just as we bleed the same. I want this book

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

108

109

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

110

Typography & Color

Adobe Garamond Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

P R O J E C T S 01 02 03 04 05 06 07 08 09

abcdefghijklnmopqrstuvwxyz 0123456789

Adobe Garamond Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

JEFF JEN

abcdefghijklnmopqrstuvwxyz 0123456789

Adobe Garamond Light

S E L E C T E D W O R K S 1 7— 1 9

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 0123456789

Pantone White

C 11 / M 11 / Y 14 / K 0

C 8 / M 49 / Y 100 / K 0

113

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

118

119

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

120

121

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

122

Project— Shakers Beer Course— Package Design 3 Instructor— Christine George Semester— Fall 2018

123

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

124

Dinosaurs seen near hawaii— Create packaging and branding of a six pack of beer or for the appropriate audience. The packaging must reflect your concept and bring pleasing aesthetic visuals.

The Approach Once upon a time, 200 million years ago, imagine that the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

125

earth would shake every step the dinosaurs took, people called them earth shakers. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected. Many might be killed or injured attempteggs? It is for you to find out.

JEFF JEN

ing to retrieve these eggs. But why insist on using dinosaur

With graphic treatments and illutrations, the origin story of Earthshakers will be transformed on the label. The brand and products have an inviting tone that invites relaxation. The design style is planned to bring out a unique side of beer that tells the story. To emphasize on the story and the temptation of flavor, the use of metallic paper bring out a feeling of refreshing beer.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 126

127

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 128

EarthShakers 7”

BORN IN HAWAII

White ipa

9 147 EST

19.5”

ORGIN STORY Once upon a time, 200 million years ago, the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The earth would shake every step the dinosaurs took, people called them ‘earth shakers’. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected, and the only way to retreve these eggs are when the volcanoes erupt. Many maybe killed or injured severely attempting to retrieve these eggs. But why insist on using dinosaur eggs?

EarthShakers White ipa

—It is for you to find out.

12 FL.OZ.

BORN IN HAWAII

7.0% ALC./VOL

12 FL.OZ.

7.0% ALC./VOL

B orn in Hawaii White ipa

OR G I N STORY

ES T

Once upon a time, 200 million years ago, the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The earth would shake every step the dinosaurs took, people called them ‘earth shakers’. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected, and the only way to retreve these eggs are when the volcanoes erupt. Many maybe killed or injured severely attempting to retrieve these eggs. But why insist on using dinosaur eggs?

14 79

—It is for you to find out. 7”

White ipa 19.5”

12 FL.OZ.

B OR N I N H A W A I I

7.0% ALC./VOL

12 FL.OZ.

7.0% ALC./VOL

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

136

Project— Gotham Gravity Course— Type Design 2 Instructor— John Nettleton Semester— Fall 2017

137

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

138

See a typeface set in motion— Create a conceptual cardset that could to be sold at SFMOMA, with a concept. Select a typeface and create a postcard set giving tribute and value to this typeface.

The Approach Gotham has an extremely large font family and is very legible from a distance due to its wide width and geometric body. Its playful geometric structure inspired me to give

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

139

this font family a new perspective when it is applied in zero gravity, with a strong warm yellow color palette. I want the cards to feel dynamic and consistence at the colored the sides of the cards with a yellow marker to give it more personality. Gotham has really helped me understand

JEFF JEN

same time show off the beauty of Gotham typeface. I

and see the potential of a typeface, It is limitless.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

140

141

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

142

Typography & Color

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

P R O J E C T S 01 02 03 04 05 06 07 08 09

abcdefghijklnmopqrstuvwxyz 0123456789

Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

JEFF JEN

abcdefghijklnmopqrstuvwxyz 0123456789

Gotham Book

S E L E C T E D W O R K S 1 7— 1 9

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 0123456789

Pantone White

C 5 / M 6 / Y 100 / K 0

Pantone Black

Gotham.

2000

hand-painted letters seen around New York City.

Geometrical

Black

abcdefghijklmnopqrstuvwxyz

Ultra

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Bold

Medium

Hoefler & Co.

abcdefghijklmnopqrstuvwxyz

Gotham Gravity Tobias Frere-Jones

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Gotham Gravity Tobias Frere-Jones

Horizontal

ABCDEFGHIJKLMNOPQRSTUVWXYZ

2000 2000

2000

2000 2000

2000

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

V A

Hoefler & Co.

2000

2000 2000

2000

Extended Descender

gotham

Gotham was born in 2000, when men’s fashion magazine GQ commissioned New York-based Hoefler & Frere-Jones to create a new typeface for use in their publication. Type designer Tobias Frere-Jones drew influences from post-war building signage and

S E L E C T E D W O R K S 1 7— 1 9

Tobias Frere-Jones

ITY Vertical Stem

Horizontal Stem

Mini Spur

03 Gotham Gravity

Gotham Gravity Tobias Frere-Jones

2000 2000

2000

Horizontal Crossbar

Hoefler & Co.

Conjoined Arm

01 Gotham Gravity Tobias Frere-Jones

Hoefler & Co.

Gravity.

Geometric Counter

"Because there is a law such as gravity, the universe can and will create itself from nothing."

—Stephen Hawking

144

every other object in the universe.

9 4

Hoefler & Co.

9/12pt Gotham Book

Hoefler & Co.

GRAVITATIONAL gravitational GRAVITATIONAL gravitational

GRAVITATIONAL gravitational Gotham Gravity Tobias Frere-Jones

P R O J E C T S 01 02 03 04 05 06 07 08 09

Gravitation, is a natural phenomenon by which all things with mass are brought toward or gravitate toward one another, including planets, stars and galaxies, and other physical objects. Since energy and mass are equivalent, all forms of energy including light cause gravitation and are under the influence of it. On Earth, gravity gives weight to physical objects, and causes the ocean tides. Gotham Gravity Tobias Frere-Jones

13/16pt Gotham Book

Gravity, or gravitation, is a natural phenomenon by which all things

with mass are brought toward or gravitate toward one another, in-

cluding planets, stars and galaxies, and other physical objects. Since

energy and mass are equivalent, all forms of energy including light

cause gravitation and are under the influence of it. On Earth, gravity

gives weight to physical objects, and causes the ocean tides.

GOTHAM

BOLD ITALIC

10 PT

0 TRACKING

GOTHAM

MEDIUM

10 PT

0 TRACKING

GOTHAM

BOOK ITALIC

10 PT

GRAVITATIONAL gravitational

JEFF JEN

Hoefler & Co.

F = Gm1m2/r2

every object in the universe attracts

object A & B

Newton's Universal Law of Gravitation

r - Distance between

is the gravitational force. According to

m - Mass of object B

The first force that causes attraction

M- Mass of object A

Hoefler & Co.

G - Gravitational Constant

F - Force of gravity

not close to or touching each other.

EQUATION

together, even if those objects are

Gotham Gravity Tobias Frere-Jones

Tobias Frere-Jones

Hoefler & Co.

GRAVITATIONAL gravitational

force that causes objects to come

GRAVITATIONAL gravitational

A force of attraction is any type of

GRAVITATIONAL gravitational

0 TRACKING

GOTHAM

LIGHT

GRAVITATIONAL gravitational

Tobias Frere-Jones

7/10pt Gotham Book

0 08 Gotham Gravity

10 PT

0 TRACKING

GOTHAM

THIN ITALIC

10 PT

0 TRACKING

GRAVITATIONAL gravitational

07 Gotham Gravity

145

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

148

Project— Toolbar Course— Package Design 4 Instructor— Thomas McNulty Semester— Summer 2019

149

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

150

A collaboration summer project— As a group collaborative project, create a retail store experience with packaged goods under several original sub-brands. Develop a diverse range of branded products for the store and consider the overall experience.

The Approach Working in a collabrative group, we have orginated a retail store named “Toolbar” for designers, opening in SOHO, New York. It is a store for any profession designer to enjoy.

P R O J E C T S 01 02 03 04 05 06 07 08 09

The Objective

151

We want designers from all ages and experiences to come in to this store to take a break, enjoy our coffee while shopping for tools that they will find highly useful in their daily ing four main sub-brands in our store. Our sub-brands are, Take Break, Zesty, Urban Form and Pause. Ranging from

JEFF JEN

lives and professional environments. Toolbar will be provid-

food, vitamins, stationery and equipments, to home goods and audio goods.

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 152

153

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

154

Retail Store—Parent Brand

P R O J E C T S 01 02 03 04 05 06 07 08 09

Design Team—Team Toolbar Jeff Jen—Team Lead Designer YunJo Wu— Designer Shermy Chou—Designer

Flagship Location—Soho, New York SoHo, is a neighborhood in Lower Manhattan, New York City. which in recent history came to the public’s attention for being the location of many artists’ lofts and art galleries, but is now better known for its variety of shops ranging from trendy upscale boutiques to national and international chain store outlets.

S E L E C T E D W O R K S 1 7— 1 9

JEFF JEN

Soho’s history is an archetypal example of inner-city regeneration and gentrification, cultural, political, and artistic developments. An ideal location to open our main store.

155

In-Store Cafe Section Coffee Machine Coffee Beans Filter Paper Coffee Grinder

Vitamins Refreshments Juices Energy Drinks

P R O J E C T S 01 02 03 04 05 06 07 08 09

Energy & Supplements

JEFF JEN

Artist & Stationery Tools Box Paper Printer Color Pencils Set Pencil Set

S E L E C T E D W O R K S 1 7— 1 9

Personal Homegoods Utencils Dishes Home Speaker Candles

Meet our brands,

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 158

159

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

168

169

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 172

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09 182

183

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

186

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

190

191

P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN

S E L E C T E D W O R K S 1 7— 1 9

S E L E C T E D W O R K S 1 7— 1 9 JEFF JEN

P R O J E C T S 01 02 03 04 05 06 07 08 09

196

Special Thanksâ&#x20AC;&#x201D;

Mom & Dad My Family My Friends Tom McNulty Ariel Grey Amy Broadbent John Nettleton Megumi Kiyama Christine George Mary Scott

Colophon— The Designer— Jeff Jen jeffjen818@gmail.com—510 579 1520 jeffjendesign.co

The Instructor— Mary Scott — Senior Portfolio 2019

The Photographers— Jeff Jen Star Yuan Khoi Ly Mikhail Averyaskin

The Paper— Mohawk— Super Fine Smooth Finish #100

The Printing— Graphic Imagery, South San Francisco ,CA

The Binding— The Key Printing and Binding, Oakland, CA

Academy of Art University,

School of Graphic Design & Digital Media

may be reproduced without express written

79 New Montgomery Street

permissioon from the author, Jeff Jen.

San Francsico, CA 94105