Visual Elements by amieamorn

VIS UAL ELE MEN TS

KAEWTA AMORNSIRIDATH //

\\ SELECTED WORK // \\ VISUAL ELEMENTS //

CopyrightÂŠ 2013 Kaewta Amornsiridath. All right reserved. No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any forms as well as by any means electronic, mechanical photocopying, recording, or otherwise without permission of the copy right holder. K A E W TA

A M O R N S I R I D AT H

+1 415 335 8114

+662 321 2664

EMAIL/ amieamorn@gmail.com / WEB/ amieamorn.com / DEPARTMENT CHAIR/ Mary Scott / ACADEMY OF ART UNIVERSITY COURSE/ Portfolio seminar / INSTRUCTOR/ Mary Scott / TITLE OF BOOK/ Visual Elements / TYPE/ Melior, Din, Letter Gothic / SOFTWARE/ Adobe Suite 6 / PHOTOGRAPHY/ Kaewta Amornsiridath / / Jiun Sheng Huang / PAPER/ Finch, 100 #text / FOIL STAMPING/ Matte Grey / COVER STOCK/ Buckram Book Cloth white / BOOK PRINT/ Giant horse / BOOK BINDING/ The key /

INTRODUCTION //

D E D I C AT I O N For my grandma, sisters and friends who always supported me no matter what I chose to do. I will always be grateful. Without you I could have never made this.

K A E W TA A M O R N S I R I D AT H / /

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VIS UAL ELE MEN TS

M Y E Y E S A R E M Y F AV O R I T E PA R T O F M E ; N O T FOR HOW THEY LOOK, BUT FOR HOW THEY SEE.

窶認RAU FEUERAMEISE

CONCEPT//

A large part of my experiences are visual; I see and interpret things on a daily basis. The world around

me is filled with colors, shapes, sizes, spaces, lines, forms and textures which give me new perspectives.

While humans have similar organs and body parts like

eyes, ears, hands and feet, we are all special with unique personalities and ideas. As a visual designer, I

see things in my own special way and use my abilities and talents to create art and things that will bring

enjoyment, excitement and energy to others. Great art and work starts with a vision and open mind.

INTRODUCTION //

K A E W TA A M O R N S I R I D AT H / /

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[01] 003-020

EL EM ENT S

[02] 023-036

[03] 039-048

PROJECT

Beats Per Minute

PROJECT

White House Beer

PROJECT

Bicycle Coffee

CLASS

Type 4

CLASS

Pack 3

CLASS

Pack 1

FOCUS

Packaging

FOCUS

Packaging

[04] 051-061

[05] 063-074

[06] 077-088

PROJECT

Diffraction

PROJECT

ICAN Mural

PROJECT

Anicolor

CLASS

Print 1

CLASS

Visual System 2

CLASS

Visual System 2

FOCUS

Branding

FOCUS

Branding

FOCUS

Printing, Branding and Applications

[07] 091-108

[08] 101-168

[09] 169-180

PROJECT

JetBlue

PROJECT

Kohl’s

PROJECT

Identities

CLASS

Identity 2

CLASS

Pack 4

CLASS

Various

FOCUS

Branding

FOCUS

Packaging

FOCUS

Branding

TA B L E C O N T E N T / /

BE ATS PER MINU TE

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>> 01]

THIS STUDY EXPLORES HOW DANCE AND

TYPOGRAPHY CAN INTERCHANGE THE BASIC P R I N C I P L E S T O C R E AT E N E W F O R M S OBJECTIVE//

To create an original event that is based on the world of typography. This event will be held in

San Francisco, a well-known city brimming with people of diverse cultures and originality from

all over the world. This conference will address how typography and dance can be incorporated

with one another through the experimentation of basic principles, lending ideas to new creations. SOLUTION//

This conference allows participants the opportunity

to explore the idea that a typographer and dancer

can interchange the variables and rules of shape, space, relationships and rhythm; allowing for the

exploration and creation of an exciting new art form.

MOVEMENT

I N T E R N AT I O N A L EMOTION ELEGANT

C L A S S : Type 4 / I N S T R U C T O R : Ariel Grey / D E L I V E R A B L E S : Conference materials / P R O J E C T: Beats per minute / T Y P E F A C E : Sabon, Akzidenz Grotesk /

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B E AT S P E R M I N U T E / /

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KAEWTA AMORNSIRIDATH

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SECLECTED WORK

INTRODUCTION

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MERGE â&#x20AC;˘ ING

Horizontal spacing is measured in ems, the em is a sliding measure. One em is an distance equal to the type size in typography involves the continuous row of lines of type on a page.. Here the supporting elements of the design must be close to relate visually,maintaining the continuity of movement distance equal to the type size Language

sound selecton

sound selecton and the sbservable and the sbservable Most of word boundaries

sound selecton

and the sbservable

spacing directing its flow. the rhythm in music

o inc reas e speed and m

oment

measured time, drum measured time, drum measured time, drum sound selecton the downbeat

and the sb

the upbeat

the down

poly

beat is

the fi all of the

of the orchestra

conductorâ&#x20AC;&#x2122;s han that shows

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w an

B E AT S P E R M I N U T E / /

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bservable

irst

beat

y of a

06 07

downbeats a measure, hence “the 1 “ d on to the downward motion highlighted line where the one all of the downbeats nd most important first beat of every measure the beat of the measure

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B E AT S P E R M I N U T E / /

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B E AT S P E R M I N U T E / /

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PER SO NAL LI TY

A N AT T I T U D E O F P O S I T I V E E X P E C TAT I O N I S T H E M A R K O F T H E S U P E R I O R P E R S O N A L I T Y.

â&#x20AC;&#x201D;BRIAN TRACY

My belief is to be true to myself and express my Ideas. I want people to experience my passion without questioning my commitment to my work. I also consider the ideas and opinions of others. I have faith in myself and my work and hope that it translates into something positive and contagious to those that i relate with. I Chose to smile and be comfortable in my own skin.

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WHI TE HOU SE BE ER

K A E W TA A M O R N S I R I D AT H / /

>> 02]

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AN EXCLUSIVE LINE OF BEER BREWED IN

T H E W H I T E H O U S E T H AT I S S E R V E D O N LY FOR SPECIAL ENGAGEMENTS OBJECTIVE //

To redesign the image of White House Beer to emphasize

American heritage and traditions. To implement a marketing strategy that introduces the line and its position in the market as a special high-end beer. SOLUTION //

The idea is to incorporate the culture and spirit of American history into branding, and is inspired by the

traditional design elements with an inviting feel. The

refined design and packaging is consistent with the smooth and delicious beer. Part of the concept is to

promote sustainability within our environment. A

mixture of bold typographic and graphic elements of

the label reflect the richness of the beer and its history.

C U LT U R E

HIGH QUALITY ELEGANT

MIDDLE AGE

C L A S S : Packaging 3 / I N S T R U C T O R : Christine George / D E L I V E R A B L E S : Logo, Outer Box / P R O J E C T: White House Brewery / T Y P E F A C E : Currency: Tenderloin, Engravers MT /

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WHITE HOUSE BREWERY //

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PREMIUM BEER

white house BRE

WERY

1792

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hit e H o

W he

h it e H o e us

e us

White House

WHITE HOUSE BREWERY //

17 HONEY A

LE H

ON EY AL EH

ONEY ALE

Honey Ale

792 Brewary1

BREWED

WHITE HOUSE BREWERY 1

• WHITE

HOUSE • 1 7 9 2

hit e H o

e us

hit e H o

W H

ON EY AL EH

ONEY ALE

brewed 1792

WhiteiuHouse e em Pr

WHITE HOUSE HONEY ALE H

ON EY AL EH

B R E W E R Y

ONEY ALE

Ale

PREMIUM BEER

ite Ho

0 WHITEH USE HoneyAle

1 7 9 2

Be e

17 HONEY ALE H

e us

WHITE HOUSE

WHITE HOUSE ALE

Y P OR T NE O PREMIUM BEER

R E

Honey Ale

1 7 9 2

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WHITE HOUSE BREWERY //

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WHITE HOUSE BREWERY //

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WHITE HOUSE BREWERY //

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WHITE HOUSE BREWERY //

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WHITE HOUSE BREWERY //

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EXP ERI MENT TI NG

THE PERSON WHO HAS LIVED THE MOST IS NOT THE ONE WITH THE MOST YEARS BUT THE ONE WITH THE RICHEST EXPERIENCES. â&#x20AC;&#x201D;JEAN JACQUES ROUSSEAN

I love experimenting with new and creative ideas using my experience of touch and sight. I enjoy using different materials, mediums and methods until if feels right. It also allows me to design with a specific goal in mind. My senses are key to the

success of what i create and do in life.

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INTRODUCTION >>

BIC YC LE COF FEE

BICYCLE COFFEE //

>> 03]

B I C Y C L E C O F F E E I S A N I N N O VAT I V E B U S I N E S S C O N C E P T T H AT D E L I V E R S Q U A L I T Y C O F F E E T O THE FRONT DOORSTEPS OF COFFEE LOVERS.

OBJECTIVE//

To redesign an existing brand that appeals to the

majority of coffee drinkers. To research and explore

s u cce ss f u l m a r ke t b ra n d i n g a n d m e t h o d s , a n d

• PROJECT

then implement such principles into creating an attractive, new and unique image. SOLUTION//

The concept is to deliver convenience and quality to

coffee lovers at a great price. Its image and concept

is right in step with our modern day culture. Yet, it

blends a nostalgic feel of old fashion delivery by a

person on a bicycle, giving the customer a friendly

s e r v i ce - d r i ve n ex p e r i e n ce .

One of the unique

packaging concepts, for example, it’s using design

symbols to help customers identify the strength

of the coffee, meaning that a mild decaf would be

indicated by a vintage large-wheel bicycle. a medium strength coffee by a vintage standard-wheel bicycle,

•

and an extra strength blend by a three-seat bicycle.

E C O - F R I E N D LY FLEXIBLE ORGANIC SIMPLE

C L A S S : Packaging 1 / I N S T R U C T O R : Kathrin Blatter / D E L I V E R A B L E S : Coffee case, Logo / P R O J E C T: Bicycle coffee / T Y P E F A C E : Akzidenz Grotesk /

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BICYCLE COFFEE //

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BICYCLE COFFEE //

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BICYCLE COFFEE //

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BICYCLE COFFEE //

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PA SS I ON

A PERSON CAN SUCCEED AT ALMOST ANYTHING FOR WHICH THEY HAVE UNLIMITED ENTHUSIASM. â&#x20AC;&#x201D;CHARLES M. SCHWAB

I enjoy having passion for life including the things I do; it

makes living more exciting. When designing or creating, I take a moment to think about what I want to express

and how I can send a message that is unique, meaningful and powerful. People excite me, and I feed off of their

energy. This allows me to dedicate my heart, mind and energy into whatever I am doing.

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DEF FRA CT ION

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>> 04]

T H I S P R O J E C T U T I L I Z E S AT T R A C T I V E

GRAPHICS AND TYPOGRAPHY TO PROMOTE M U S I C F E S T I VA L S . OBJECTIVE//

To promote trance music festival targeted to an audience between the ages of 18 and 30 years old

Media includes: posters,fliers and tickets and

website with information of upcoming events. The goal is to use engaging graphics and designs that attract an audience. CONCEPT//

My concert and theme is based on the concept of diffraction, which is the process of a beam of light

or other system of waves is spread out as a result of passing through a narrow aperture or across an edge. Therefore, the light and noise associated with music is translated through typography and graphics with the essence of “Diffraction.” The design as a whole conveys trance music visually.

ENERGY MODERN B E AT S EXCITEMENT

C L A S S : Print1 / I N S T R U C T O R : Troy Alders / D E L I V E R A B L E S : Posters, Tickets, Websites / P R O J E C T: Diffraction concert festival / T Y P E F A C E : Gotham, Akzidenz Grotesk /

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DIFFRACTION//

• PROJECT

•

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diffraction DIFFRACTION

DIFFRACTION

FESTIVAL

DI FRACTION

DIFFRACTION

FESTIVAL

DIFFR A CTION

DIFFRACTION

DIfFRACTION

DIFFRACTION

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DIfFRACTION

DIFFRACTION//

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DI FR F TIO AC N

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K A E W TA A M O R N S I R I D AT H / /

DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

DI F FR TIO AC N

DI F RA ON C

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DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N DI F FR T AC

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DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

DI F FR TIO AC N

F C

DI F FR TIO AC N

FR TIO AC N

DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

F TIO

DI F FR TIO AC N DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC

FR F TIO AC N

DI F FR TIO AC N

DI F FR TIO AC N DI F FR TIO AC N

DI F

DIFFRACTION//

04 • PROJECT PROJECT 01 01 02 0203 03

05 04

06 05

0706 08 07 09 0810 • •

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DIFFRACTION//

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MO ME NT

ONLY BY CONTENDING WITH CHALLENGES THAT SEEM TO BE BEYOND YOUR STRENGTH TO HANDLE AT THE MOMENT YOU CAN GROW MORE SURELY TOWARD THE STARS.

—BRIAN TRACY

There has and always will be challenging moments in our lives, we can get confused and even feel broken down at times. However, I realize that life’s not always going to be a bed of roses, therefore, I always get back up and move forward. It’s important to take responsibility for my own actions and future. I learn from my decisions and experiences. Most important is the ability to grow into a better person each and everyday.

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>> 05]

PA NT O NE

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A MURAL PROJECT DESIGN, WHICH THE MURAL AND MESSAGE ENCOURAGES YOUNG STUDENTS TO EXPLORE CHALLENGES. OBJECTIVE//

Our team had work that was chosen in a competition

that competed for a mural project. Our goal was to create a few murals to be painted onto the outside

walls of Venetian School. The art and message had

to attract the students’ attention and be something that they could relate to. S O LU T I O N / /

O u r t h e m e w a s t i t le d “ I CA N . ” w h i c h s e n d s t h e message for children to say “I CAN” do anything. The message embedded in our mosaic design is that each piece is like a puzzle and represents an individual

child. The mural consists of illustrations of children involved in academic, artistic and athletic activities.

COLORFUL GEOMETRIC EFFECTIVE

C L A S S : Visual System 2 / I N S T R U C T O R : Tom Sieu / D E L I V E R A B L E S : Mural Design / P R O J E C T: ICAN / T Y P E F A C E : SF New Republic /

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ICAN //

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•

PA N T O N E

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COMMUNITY IS CHAIN REACTI

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ICAN //

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S A ION

•

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ICAN //

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•

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ICAN //

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ICAN //

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ICAN //

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KAEWTA AMORNSIRIDATH //

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OUT OF THE BOX

Y O U C A N H AV E B R I L L I A N T I D E A S , B U T IF YOU CAN’T GET THEM ACROSS, YOUR IDEAS WON’T GET YOU ANYWHERE

—LEE IACOCCA

I don’t like to focus on boundaries and obstacles, the

universe has no limits, therefore, we should have the

same. Whenever I design or create, I like to brainstorm all the possibilities before me. I get inspiration and ideas from others, yet try not to borrow or copy. My

own ideas and emotions spark, allowing me to come up with unique ideas and new concepts. It feels good when people tell me “How did you come up with that?”

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AN I COL OR

A N I C O LO R / /

>> 06]

AT T R A C T I V E C O L O R E D F L A S H C A R D S

TO TEACH CHILDREN ABOUT COLOR AND ANIMALS WHILE EVOKING EMOTIONS.

OBJECTIVE//

To design flashcards geared toward children,

between the ages of 5 and 9 years old, that promote fun while learning about animals and creatures. The

• PROJECT

project consists of a set of 24 colorful flashcards, a poster and a website.

SOLUTION//

Each flashcard presents a different creature (e.g.

kangaroo, lizard, turtle, tiger and elephant). The

vibrant colors are broken into five different shades

related to the natural colors of each creature. Children will learn fun facts about the creature

and how colors relate to emotions.

06 07 08 •

COLORFUL DELIGHTFUL DURABLE P L AY F U L

C L A S S : Visual System2 / I N S T R U C T O R : Tom Sieu / D E L I V E R A B L E S : 24 Flash cards, Logo, Website / P R O J E C T: Anicolor / T Y P E F A C E : Gotham family /

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A N I C O LO R / /

Olive–green

Olive-green

Crocodile

PANTONE 5767 C

I live in swampy areas and near rivers. I have sharp teeth and I can live up to 80 years.

Burgundy

Relaxation

Decay

Balance

Comfort

Natural

Calmness

Olive-green is a dark yellowish green or greyish-green color like that of unripe or green olives.

Burgundy

Horse

PANTONE 506 C

I have very sensitive skin and big eyes. I have strong legs and like to run.

Energetic

Passion

Warmth

Powerful

Confidence

Anger

Burgundy is a tertiary color. It is similar to other shades of dark red such as maroon.

Dark brown

Red–violet

• PROJECT 01

Stability

Power

Safety

Warmth

Honest

Red-violet is a tertiary color between red and magenta, closer to magenta than to red.

Dark Brown

Sea lion

PANTONE Black 5 C

I can hold my breath for around 20 minutes. I am capable of diving up to 1100 feet.

Dark brown is the composite color produced by a mixture of red, yellow and black.

I have a black tail and deep violet, broad wings. I can catch insects from the air.

Sadness

Conventional

PANTONE 99-8 C

Natural

Stability

Purple Martin

Loyalty

Strength

Red–violet

Courage

06 07

Orange

08 •

Orange

Tiger

PANTONE 166 C

I am the biggest type of cat. I am camouflaged by my stripy coat in forests.

Energetic

Optimistic

Warmth

Adventure

Stimulating

Youthful

Orange is a secondary color between red and yellow on the red-yellow-blue pigment color wheel.

I am one of reptile species. My specialty is to hold my breath for hours at a time.

Grey

Elephant

PANTONE 430 C

I am strong and large. I use my ears to funnel in sound waves from the environment.

Green is a secondary color between blue and yellow on the red-yellow-blue pigment color wheel.

Amber

Stable

Intelligence

Safety

Creativity

Security

Calm

Active

Joy

Cool

Modesty

Cheerful

Warmth

Grey is the combination of black and white and is the most neutral of all the shades.

Amber

Cat

PANTONE 7548 C

I am usually furry and small. I have better sense of smell than human,

Amber is a tertiary color. It is located on the color wheel mid way between yellow and orange

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K A E W TA A M O R N S I R I D AT H / /

Red

Lobster

PANTONEP 185 C

I am navigated by smell, taste with my feet, and listen with my legs.

Magenta

Trust

Warmth

Exciting

Softness

Brave

Love

Courageous

Healing

Passionate

Sensitivity

Confident

Red is a primary color. Its pigment colors that cannot be made by mixing any other colors.

Magenta

Flamingo

PANTONE 219 C

I like to swim and bathe in shallow fresh water, I am a very social bird and like to stay in a group.

Green–yellow

Chameleon

PANTONE 382 C

I come in a range of colors. I have distinguished feet and eyes. They are adapted for climbing and hunting.

Yellow

Honey Bee I am the only insect in the world that make food that people can eat.

Growth

Freshness

Immature

Mystery

Warmth

Harmony

Creativity

Fantasy

Safety

Calm

Individual

Arrogant

Green-yellow is a tertiary color. It is a mixture of colors yellow and green.

Purple

Frog

PANTONE 526 C

I can live both on land and in water. I must live near swamps or ponds.

Turquoise

Snake I have been on the earth for over 130 million years. I have a thin, linear body and like to eat meat.

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Purple is a secondary color between blue and red on the red-yellow-blue pigment color wheel.

Brown

Comforting

Fun

Strength

Comfortable

Welcoming

Bright

Earthiness

Friendly

Intelligent

Clear

Stability

Simplicity

Yellow is a primary color. Its pigment colors that cannot be made by mixing any other colors.

Brown

Kangaroo

PANTONE 724 C

I have very powerful legs and a jumping skill. The females have a pouch for the baby.

Turquoise

PANTONE 3265 C

Magenta is a tertiary color and is a mixture of red and blue or violet.

Purple

Yellow

PANTONE 107 C

Tranquility

Brown is a tertiary color. It is produced by a mixture of red, yellow and black.

Black

Trueness

Hope

Mystery

Control

Loyalty

Calm

Protection

Self-control

Energy

Young

Power

Elegance

Turquoise is a tertiary color and it is the name of a bluish green color.

Black

Panda

PANTONE Black C

I live in the mountains in Central China. I’m cute and famous. I can eat Bamboo 12 hours a day.

Black is the darkest color, the result of the absence of or complete absorption of light. It is the opposite of white and often represents darkness in contrast with light.

A N I C O LO R / /

• PROJECT

•

Pg.82

K A E W TA A M O R N S I R I D AT H / /

Pg.83

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A N I C O LO R / /

• PROJECT

•

Pg.84

K A E W TA A M O R N S I R I D AT H / /

Pg.85

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A N I C O LO R / /

• PROJECT

•

Pg.86

Pg.87

Pg.88

Pg.89

TWO HUN DR ED%

Q U A L I T Y I S N O T A N A C T, I T I S A H A B I T.

—ARISTOTLE

God gave me two eyes, ears and hands, therefore, I like to give everything I do 200%. When designing or creating, I want my work to reflect my personality. I don’t want to do anything without putting my all into it. There are times things don’t flow, and the final product may have required a process of rethinking, re-approaching and redoing. In the end, I want to be proud of what I do or make. It’s a reflection of me.

Pg.90

JET BL UE AIR LIN E

K A E W TA A M O R N S I R I D AT H / /

>> 07]

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A M O D E R N A I R L I N E S C O M PA N Y B A S E D I N

L O N G I S L A N D , N Y, T H AT O F F E R S Q U A L I T Y A N D E C O N O M I C A L A I R T R A N S P O R TAT I O N . OBJECTIVE//

To redesign the brand identity and image of the

ex i st i n g J e t B l u e a i r l i n e s co m p a n y w h i c h w i l l include a new logo, advertising materials (such as brochures,poster, and billboards), stationary,ticket and website. SOLUTION//

To update the image of a well-know airline in America, and to attract new customers; increasing market shares and revenue. The new brand identity will be attractive, bright, bold and modern. To

project and image that appeals to both vacationers and business class people.

SIMPLE

SAFETY

DEPENDABLE ORGANIZED

C L A S S : Identity 2 / I N S T R U C T O R : Thomas McNulty / D E L I V E R A B L E S : Guideline Book, Logo, Stationery, All applications / P R O J E C T: JetBlue Airline / T Y P E F A C E : Frutiger, Akziden Grotesk, Univers /

Pg.91

J E T B LU E A I R L I N E / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.92

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K A E W TA A M O R N S I R I D AT H / /

JETBLUE A

E I

L U

T R

R W A Y

JetBlue

A I R W A Y S

etBlue J

jetBlue A I R W A Y S

A I R W AY S

JetBlue

JETBLUE

AIR WAYS

A I RWAY S

AIR WAYS

jetBlue A I R W A Y S

JETBLU E A

J E T B L U E A

Pg.93

J E T B LU E A I R L I N E / /

JetBlue A I R WAY S

Pg.94

K A E W TA A M O R N S I R I D AT H / /

Pg.95

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J E T B LU E A I R L I N E / /

• PROJECT

e u l B t

02 03 04 05 06 07 08 •

JetBlue A I R W AY S

16:35 NOV 18,2013 COACH

A I R W AY S

NOV 18,2013 COACH

JetBlue

16:35 PM

T H A N K YO U F O R F LY I N G W I H T J E T B L U E A I R WAY

DA24

DA24 33 78B

ZONE 3

SEAT

GATE SEAT 33 78B

GATE

SF ZONE

FLIGHT

3 201 66249373 028 11 5

ANDREW BRIEN SF

ANDREW BRIEN

BOARDING PASS

PASSE NG E R

JetBlue

A I R W AY S

Pg.96

K A E W TA A M O R N S I R I D AT H / /

Pg.97

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J E T B LU E A I R L I N E / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.98

K A E W TA A M O R N S I R I D AT H / /

Pg.99

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J E T B LU E A I R L I N E / /

Pg.100

K A E W TA A M O R N S I R I D AT H / /

Pg.101

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J E T B LU E A I R L I N E / /

• PROJECT 01 02 03 04 05 06 07 08 •

JetBlue AIR WAYS

JetBlue AI RW AY S

Pg.102

K A E W TA A M O R N S I R I D AT H / /

Pg.103

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J E T B LU E A I R L I N E / /

Pg.104

K A E W TA A M O R N S I R I D AT H / /

Pg.105

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J E T B LU E A I R L I N E / /

• PROJECT 01 02 03 04 05 06 07 08 09 10 • Pg.106

K A E W TA A M O R N S I R I D AT H / /

Pg.107

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J E T B LU E A I R L I N E / /

• PROJECT 01 02 03 04 05 06 07 08 09 10 • Pg.108

Pg.109

PO SI TI VE

I N O R D E R T O C A R RY A P O S I T I V E A C T I O N WE MUST DEVELOP HERE A POSITIVE VISION.

—DALI LAMA

Having an open mind is very important. Maintaining a positive attitude is a must and not allowing tough challenges to take away from my motivation. It’s easy to find negative people and attitudes, that’s why I value having friends whom are positive and supportive of my ideas and goals.

Pg.110

KO HL’ S ST ORE

K A E W TA A M O R N S I R I D AT H / /

>> 08]

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T O C A P T U R E A N E W TA R G E T A U D I E N C E B Y INTRODUCING A MORE APPEALING IMAGE A N D AT M O S P H E R E F R O M T H E O R I G I N A L K O H L’ S S T O R E OBJECTIVE//

To redesign the brand and packaging of Kohl’s store and private labels as part of a collaborative team effort, producing a large array of products under the store’s brand, and branching it off into specialty

products under other private and exclusive labels. Each private label should act as a store within a store, which has been a recent phenomenon. SOLUTION//

To capture new target audiences by introducing a

more appealing image and atmosphere from the original Kohl’s. We updated Kohl’s image to have a

modern feel which also included a few new private

brands: “The Orient” (Asian kitchen),“Moment” (café bistro),“Twigs & Trees (organic children

supplies), “LUNA” (electronic gadgets) and “Accent (home decor). Each brand is unique and relevant to the target audience.

MOVEMENT I N T E R N AT I O N A L EFFECTIVE MODERN

C L A S S : Packaging 4 / I N S T R U C T O R : Thomas McNulty / D E L I V E R A B L E S : Logo, Label system, Packaging / P R O J E C T: Kohl’s Department / T Y P E F A C E : Various /

Pg.101

K O H L’ S S T O R E / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.112

EXPECT GREAT THINGS

K O H L’ S M I S S I O N I S T O R E - B R A N D ITS’ STORES INTO PREFERRED S H O P P I N G D E S T I N AT I O N S . K O H L’ S PROVIDES WELCOMING ENVIRON-

S TO R E B R A N D

M E N T S T H AT O F F E R A F F O R D A B L E QUALITY PRODUCTS.

D E PA R T M E N T

Asian Kitchen Appliances TA R G E T A U D I E N C E

Fam i l i e s, Yo u n g Pro fe ssi o n al s Wo m e n 3 0 - 3 8 yrs. UNIQUE SELLING POINT

Kohl’s introduction of a exclusive k i tc h e n l i n e w i t h a n a t t ra c t i ve “Asian Heritage” theme.

D E PA R T M E N T

Children / Kids TA R G E T A U D I E N C E

Parents and Families UNIQUE SELLING POINT

K o h l’s e x c l u s i v e l i n e o f E c o P R O J E C T D E S I G N E D B Y:

friendly clothing, toys and

HYUNHEE KOO, K A E W TA AMOR NS IR IDATH,

accessories designed specifically

KATHERINE E AS THAM, MAR IS A K U MTONG , TA M M I E LE UN G

for children. Its product and styles have a unique “Twigs & Trees” theme and feel.

Pg.113

D E PA R T M E N T

Store Cafe TA R G E T A U D I E N C E

Shoppers 17 yrs and up. UNIQUE SELLING POINT

Moment is Kohl’s exclusive in-house cafe where shoppers can jump-start their shopping experience with a cup of coffee, enjoy a snack/meal break, feed the kids, and/or just relax.

D E PA R T M E N T

Electronics & Gadgets TA R G E T A U D I E N C E

All Ages with emphasis on people between 25 - 50 yrs. UNIQUE SELLING POINT

L u n a i s K o h l’s exc l u s i v e l i n e o f useful gadgets and computer re l a t e d p ro d u c t s g e a re d t o w a rd young professionals and tech savvy individuals.

D E PA R T M E N T

Home Decor TA R G E T A U D I E N C E

People 25 yrs and up (with emphasis on female professionals and house wives) UNIQUE SELLING POINT

Kohl’s exclusive line of attractive home decor, accents and products at affordable prices.

Pg.114

Pg.115

Pg.116

KAEWTA AMORNSIRIDATH // KAEWTA AMORNSIRIDATH //

Pg.117

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CATEGORY CAFE BISTRO //

MOMENT CAFE BISTRO //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.118

K A E W TA A M O R N S I R I D AT H / /

Pg.119

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C AT E G O R Y C A F E B I S T R O / /

MOMENT CAFE BISTRO //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.120

K A E W TA A M O R N S I R I D AT H / /

Pg.121

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C AT E G O R Y C A F E B I S T R O / /

MOMENT CAFE BISTRO //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.122

K A E W TA A M O R N S I R I D AT H / /

Pg.123

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C AT E G O R Y C A F E B I S T R O / /

MOMENT CAFE BISTRO //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.124

K A E W TA A M O R N S I R I D AT H / /

Pg.125

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C AT E G O R Y C A F E B I S T R O / /

MOMENT CAFE BISTRO //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.126

Pg.127

Pg.128

Pg.129

Pg.130

K A E W TA A M O R N S I R I D AT H / /

Pg.131

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CATEGORY ASIAN KITCHEN //

THE ORIENT //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.132

K A E W TA A M O R N S I R I D AT H / /

Pg.133

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C AT E G O R Y A S I A N K I T C H E N / /

THE ORIENT //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.134

K A E W TA A M O R N S I R I D AT H / /

Pg.135

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C AT E G O R Y A S I A N K I T C H E N / /

THE ORIENT //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.136

K A E W TA A M O R N S I R I D AT H / /

Pg.137

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C AT E G O R Y A S I A N K I T C H E N / /

THE ORIENT //

• PROJECT 01 02 03 04 05 06 07 08 • Pg. 138

Pg.139

Pg.140

K A E W TA A M O R N S I R I D AT H / /

Pg.141

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C AT E G O R Y E L E C T R O N I C G A D G E T S / /

LU N A / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.142

K A E W TA A M O R N S I R I D AT H / /

Pg.143

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C AT E G O R Y E L E C T R O N I C G A D G E T S / /

LU N A / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.144

K A E W TA A M O R N S I R I D AT H / /

Pg.144

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C AT E G O R Y E L E C T R O N I C G A D G E T S / /

LU N A / /

• PROJECT 01 02 03 04 05 06 07 08 • Pg.145

Pg.146

Pg.147

K A E W TA A M O R N S I R I D AT H / /

Pg.148

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ACCENTS //

C AT E G O R Y H O M E D E C O R / /

Wooly Yellow Felt

• PROJECT

DECORATIVE PILLOW

•

The tactile tile yellow decorative pillow is perfect to style up you living space. Tile-inspired embroidery patterns 3D

tonal texture on yellow rectangle. Front: Wool/acrylic with

embroidered tile pattern. Back: 100% cotton; no pattern Hidden zipper closure on the bottom. The way to care for

this pillow is to Dry clean. Cover made in India. The feather

down insert: 95% white duck feather, 5% white down fill (made in Thailand). Down-alternative insert is filled with

100% polyester and (made in China) Made in India.

08 • Pg.149

K A E W TA A M O R N S I R I D AT H / /

Pg.150

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C AT E G O R Y H O M E D E C O R / /

ACCENTS //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.151

K A E W TA A M O R N S I R I D AT H / /

Pg152

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C AT E G O R Y H O M E D E C O R / /

ACCENTS //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.153

KAEWTA AMORNSIRIDATH // K A E W TA A M O R N S I R I D AT H / /

Pg.154

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C AT E G O R Y H O M E D E C O R / /

ACCENTS //

• PROJECT 01 02 03 04 05 06 07 08 • Pg. 155

K A E W TA A M O R N S I R I D AT H / /

Pg.156

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C AT E G O R Y H O M E D E C O R / /

ACCENTS //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.157

Pg.158

Pg.159

K A E W TA A M O R N S I R I D AT H / /

Pg.159

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C AT E G O R Y O R G A N I C C H I L D R E N S U P P L I E S / /

TWIGS&TREES //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.160

K A E W TA A M O R N S I R I D AT H / /

Pg.161

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C AT E G O R Y O R G A N I C C H I L D R E N S U P P L I E S / /

TWIGS&TREES //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.162

K A E W TA A M O R N S I R I D AT H / /

Pg.163

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C AT E G O R Y O R G A N I C C H I L D R E N S U P P L I E S / /

TWIGS&TREES //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.164

K A E W TA A M O R N S I R I D AT H / /

Pg.165

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C AT E G O R Y O R G A N I C C H I L D R E N S U P P L I E S / /

TWIGS&TREES //

• PROJECT 01 02 03 04 05 06 07 08 • Pg.166

K A E W TA A M O R N S I R I D AT H / /

Pg.167

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TWIGS&TREES //

• PROJECT

•

Pg.168

>> 09]

BR AN DIN G

T O C A P T U R E N E W TA R G E T A U D I E N C E B Y

INTRODUCING A MORE APPEALING IMAGE A N D AT M O S P H E R E F R O M T H E O R I G I N A L K O H L’ S S T O R E OBJECTIVE/

Create and redesign multiple identities for a series

of fictitious and existing companies. Revitalize a

brand’s identity in order to give a breathe of fresh air to a dying brand or create marks for fictitious

brands to accomp a n y p a c k a g i n g a n d a n a r r a y o f o t h e r co l l a t e ra l . A lw a y s b e s u re t h e m a r k s a re iconic and recognizable. SOLUTION/

Creating a logo that will be used as a brand’s way of identifying themselves to the masses is an important job. It is one I take very seriously and take a great deal of pride in doing. Aside from packaging, identity work is the most enjoyable part of design for me. I start with researching the company and by drawing from their history and brand equity come up with a mark that represents their core values and brand to the best of my ability. I work in a very traditional process: it always starts with a sketch. I put paper and rough out all the ideas before exploring different directions. MEMORABLE ICONIC UNIQUE

C L A S S : Various / I N S T R U C T O R : Various / D E L I V E R A B L E S : Logos / P R O J E C T: Logos / T Y P E F A C E : Various /

Pg.169

Pg./170

K A E W TA A M O R N S I R I D AT H / /

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PREMIUM BEER

white house BRE

WERY

1792

ERBALWISE An Herbal Adventure game

Pg.171

IDENTITY

O N EY A L H PREMIUM BEER E

white house BRE

WERY

1792

ERBALWISE An Herbal Adventure game

Pg.172

K A E W TA A M O R N S I R I D AT H / /

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Dual Fegelhus

sinc

19 8 7

Applegate NATURAL DELICATESSEN

JetBlue A I R WAY S

Pg./173

IDENTITY

Dual Fegelhus

sinc

19 8 7

Applegate NATURAL DELICATESSEN

JetBlue A I R WAY S

Pg.174

K A E W TA A M O R N S I R I D AT H / /

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hello

Pg.175

IDENTITY

hello

Pg.176

K A E W TA A M O R N S I R I D AT H / /

Pg.177

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IDENTITY

Pg.178

K A E W TA A M O R N S I R I D AT H / /

Pg.179

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IDENTITY

Pg.180

K A E W TA A M O R N S I R I D AT H / /

\\ SELECTED WORK // \\ VISUAL ELEMENTS //

POSTER

TH ANK YO U M Y F R I E N D S A N D F A M I LY A R E M Y S U P P O R T

S Y S T E M . T H E Y T E L L M E W H AT I N E E D T O H E A R , N O T W H AT I WA N T T O H E A R A N D T H E Y A R E

THERE FOR ME IN THE GOOD AND BAD TIMES.

â&#x20AC;&#x201D;KELLY CLARKSON

FRIENDS & FAMILY//

Maria Lauhawatana, Doungjai Amornsiridej,

Chatkaew Amornsiridej, Anotoine Amornsiridej, Lumsden Quan, Jeanne Lam, Gordon Leung,Amy

Lee, George Leung, Sunny S. Song, Ekkaphap Brian Boonnoon, James Kamsawad, Arthur,

Jiun Sheng Huang.

ACA D E MY O F A R T / /

Mary Scott, Ariel Grey, Thomas McNulty, Alder

Troy, Christine George, Bob Slote, Helen Klonaris, Kathrin Blatter, David Hake, Doris Harrison, Tom Marcoux, Denah Johnston. Tom Sieu.