Subconsciously Speaking
Inf lue
ence*
* Design is a powerful means of influence. But do we really understand how the best ideas are communicated? After prolonged observation and experience, I came to learn that people respond fastest through the subconscious. Although it is the part of the mind that is not completely aware, the subconscious brings a pronounced influence on our behavior.
I believe successful design speaks to our senses, which then translates into actions. In my work, I strive to provoke and relate to my target audience by revealing their subconscious mind — the good, the bad, and the ugly. It is by which I convey various intentions and influence my audience in a relevant and compelling manner.
Copyright Š 2011 Karen Liong karenliong.com / karenaliong@gmail.com All Rights Reserved. No portion of this book may be used or reproduced without the expressed consent of Karen Liong. Academy of Art University 79 New Montgomery Street San Francisco, CA 94105 School of Graphic Design Department Director: Mary Scott
Some things we share in common
Concept We want to be admired · · · · · · · · · · · · · · · · · · · · · · · · · 008 – 027 We are thirsty for attention · · · · · · · · · · · · · · · · · · · · · · 028 – 049 We want the extras as well · · · · · · · · · · · · · · · · · · · · · · 050 – 057 We just want to breathe · · · · · · · · · · · · · · · · · · · · · · · · 058 – 069 We just want the real deal · · · · · · · · · · · · · · · · · · · · · · · 070 – 081 We are naturally savages · · · · · · · · · · · · · · · · · · · · · · · · 082 – 099 We seek for great stories · · · · · · · · · · · · · · · · · · · · · · · 100 – 117 We just need the why · · · · · · · · · · · · · · · · · · · · · · · · · 118 – 133 We only want the benefits · · · · · · · · · · · · · · · · · · · · · · 134 – 157 Personal Work · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 160 – 165 Identity Marks · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 166 – 173
We think we need skin care
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
We want to be admired*
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
008 – 009
* Men in their 40s have typically achieved a certain degree of financial success and independence, thus developing the tendency to exude more confidence and self-sufficiency. This naturally brings about the undeniable urge to be perceived as somebody successful; one who has accomplished many.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Audience
Attributes
Brief
Men
Masculine
Conceptualize a skin care line for an existing brand that is currently not on
40+ Years Old
Sleek
the skin care market. Students are expected to understand the company
High-Income Sector
Emotional
philosophy, target audience, and overall brand aesthetics. The deliverables include seven skin care items and a point-of-purchase display.
Pluto by Bang & Olufsen
Research Bang & Olufsen is world-renowned for its superior range of audio, video, and digital media products. Always in search of exciting, long-lasting experiences, the brand possesses distinctive minimal designs which fuse both technological excellence and emotional appeal.
Concept People who purchase Bang & Olufsen products seldom seek for merely its technical quality, but also the design and user interaction. Pluto skin care is targeted exclusively towards the design-savvy as well as men above 40 years old. The product delivers mostly everything a man could ever desire: character, charisma, and class. With Bang & Olufsen’s minimal design, the product relies upon basic geometric shapes to perform its function.
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
010 – 011
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
012 – 013
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Stimulating Visuals The overall look and feel for Pluto skin care is subconsciously inspired by geometry, water droplets, and slow-motion.
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
014 – 015
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Perfectly Minimal The skin care bottles are made of aluminium and topped with satin finish. It is important to reduce unnecessary shapes in keeping Pluto skin care align with general Bang & Olufsen look.
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
016 – 017
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
018 – 019
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Functioning Beauty For items that are more liquid and frequently used, such as facial wash and SPF, the packaging will be in the form of charcoal-black bottles (shown below). The usability of the bottles is as simple as their aesthetics.
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
020 – 021
Display Ideation The point-of-purchase display is inspired by Bang & Olufsen distinctive products, notably BeoCenter 2, a seamless music system. Motor-powered display is also considered during the ideation stage.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
PLUTO BY BANG AND OLUFSEN
PA G E
024 – 025
We think we are traveling
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
We are thirsty for attention*
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
028 – 029
* We care what others think of us. That is why we do certain things, speak certain ways, and go to certain places. The same philosophy applies when we travel and pick our hotels. Sure, cost is one thing, but we would definitely prefer to stay at hotels that make us look good. Feel good.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
Audience
Attributes
Brief
Leisure Travelers
Worldwide
Create a rejuvenated look for a company of our choice. Students were
Business Travelers
Contemporary
expected to conduct an in-depth research of the company. Based on
Medium-Income Sector
Stylish
the new concept and strategy, a unique selling position statement is defined. Deliverables include a new identity mark, stationery set, brand applications, website, and brand manual.
Sheraton Hotels And Resorts
Research Being Starwood Group’s main brand, Sheraton’s strength lies in its quantity of properties and strategic locations all over the world. It caters mainly towards the leisure travelers and second, business travelers. A middle-class brand, Sheraton competes against Hyatt, Marriott and Hilton.
Concept During the research phase, I discovered that none of the hotels possess a distinct and unique personality that sets it apart from its competitors. Seeing how leisure travelers behave, I found that a worldwide middleclass hotel should own a personality that gratifies the egotistical desires of people regardless of their nationality. Inspired by contemporary lifestyle and universal beauty, the new identity is marked by a mix of architectural and natural imageries, which is unseen in most mainstream hotels today.
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
030 – 031
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
Looking Forward After thorough research and careful consideration, Sheraton moves away from the previous traditional image and welcomes a fresh contemporary identity. The new mark is an abstracted representation of architecture and is paired with custom-treated sans serif typeface.
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
034 – 035
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
036 – 037
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
Nature Meets Architecture Both structured and organic line arts are the main supportive elements for the new Sheraton. The geographic contour lines (shown below) represent the vast territory that Sheraton has occupied around the world.
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
038 – 039
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
040 – 041
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
042 – 043
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
More Than A Logo The new Sheraton tranquil personality is applied across various mediums, from website to environmental design.
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
044 – 045
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
IDENTITY
PROJECT
S H E R AT O N H O T E L S A N D R E S O R T S
PA G E
046 – 047
We think we want the basics
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
B R A N D S T R A T E G Y, I D E N T I T Y
We want the extras as well*
PROJECT
THE NEW COSTCO
PA G E
050 – 051
* We are raised in a society that promotes speed and convenience, and we have come to expect a manifold more than we used to. This includes the Costco’s audience. The low-income sector would prefer to receive things in express, bulk, and low-price. But attractive packaging never hurt.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
B R A N D S T R A T E G Y, I D E N T I T Y
Audience
Attributes
Brief
Large Families
Wholesale
The group project assignment is to redesign Costco’s packaging system
Small Businesses
Economical
by repositioning the brand, its target audience, and brand architecture.
Low-Income Sector
Convenient
The understanding of branded house versus house of brands is also emphasized in the class.
The New Costco
Research A warehouse club chain, Costco requires customers to buy bulk quantities of store’s products. Prices are kept low because of the simple format of its stores. Costco is the ideal place for customers to shop during slow economic times. However, once the economy rebounds, Costco faces the challenge of keeping their customers it gained during the recession.
Concept As Costco is voted as “The Best Place to Shop in the U.S.” by Business Insider in June 2010, the group believes that Costco’s brand equity should be preserved. But to combat the declining sales, a modification in the brand architecture is essential. There are two main moves that we made: extend Costco’s target demographics to the middle-income sector, and improve on the service section to better advance traffic flow.
PROJECT
THE NEW COSTCO
PA G E
052 – 053
Branded House
House of Brands
Kirkland
Livewell
Sinegal & Brotman
Kirkland’s goal is to provide national-brand quality items at discounted prices.
Costco health and medication private label with innovative packaging system.
Premium private label for bedroom furnishings for new homeowners and families.
Large Families / Small Businesses
30+ Years Old / General Audience
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
30+ Years Old / Homeowners
B R A N D S T R A T E G Y, I D E N T I T Y
Costco-Endorsed Brands
Hemlock’s Kitchen
Vertex
Olympiad Books
Memory Lab
Fast food counter that offers all-time favorite menu for family and kids.
Stylish gas station, auto services and supply for families’ everyday car needs.
Publishing house that provides all-time favorite classic and contemporary books.
Instant photographic lab and do-it-yourself photo personalization counter.
30+ Years Old / Car Owners
General / Low-Income Sector
Families / Low-Income Sector
PROJECT
THE NEW COSTCO
PA G E
054 – 055
Families / 13–75 Years Old
WHOLESALE
WHOLESALE
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
B R A N D S T R A T E G Y, I D E N T I T Y
An Evolutionary Move At the start of the project, we as a group asked ourselves, “how revolutionary should we reposition Costco?” The decision turned out to be evolutionary instead, and Costco maintained its signature red mark.
PROJECT
THE NEW COSTCO
PA G E
056 – 057
We think shopping satisfies
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
We just want to breathe*
PROJECT
COSTCO KIRKLAND BODY
PA G E
058 – 059
* In a world full of deafening marketing noise, sometimes it is nice to have our own space — and breathe. Just imagine how difficult it would be for Costco’s audience to be drawn to a certain package in such a vast building, not to mention the presence of massive crowds. We deserve something nice to lay our eyes on; something refreshing, something calm and soothing to fixate our eyes upon.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Audience
Attributes
Brief
Large Families
Ambient
The group project assignment is to redesign Costco packaging system
Small Businesses
Fresh
by repositioning its brand, target audience, and brand architecture. This
Low-Income Sector
Approachable
chapter emphasizes more on Kirkland, Costco’s current private label.
Costco Kirkland Body
Research Kirkland is Costco’s private label comprised of a large scope of items ranging from household appliances to groceries. The fact that Kirkland currently has no clear branding system for its packaging struck us as a group as what seems like a futile plan. This drove us to propose a new Kirkland model: the classification into four major categories, with each having its own distinctive packaging personality.
Concept The overall personality of Kirkland’s body section is relaxing, ambient, and fresh. Because Costco’s warehouse is sizable, it may sometimes be challenging to find what we really want when there are so many other things on display. In short, we want our body products to pop out. Through the juxtaposition of magnified graphics and straightforward type treatment, customers are welcomed to participate in the reviving experience of using Kirkland Body products. This approach is simple and hassle-free that does justice to Kirkland’s personality, at the same time catering to the audience in a better way.
PROJECT
COSTCO KIRKLAND BODY
PA G E
060 – 061
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Costco-Relevant Application We as a group understand that the products should eventually be sold in bulk. One example would be shaving blades packaging (shown across), where flat cardboard of items are assembled into big boxes for efficiency.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO KIRKLAND BODY
PA G E
064 – 065
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO KIRKLAND BODY
PA G E
066 – 067
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Pro Complete Toothpaste Kirkland toothpaste is color-coded for people with specific needs. Each toothpaste type is sold in a pack of six.
PROJECT
COSTCO KIRKLAND BODY
PA G E
068 – 069
We think we are confused
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
We just want the real deal*
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
070 – 071
* Life is too short to leave things to chance. It is not difficult to understand why we tend to obsess over assurance — we want things to work exactly how we expect them to. This often leads us to wander around the aisles in search for the perfect item. Obviously, the most promising packaging wins.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Audience
Attributes
Brief
Large Families
Reliable
The group project assignment is to redesign Costco’s packaging system by
Small Businesses
Confident
repositioning the brand, its target audience, and brand architecture. This
Low-Income Sector
Vigorous
chapter emphasizes on Kirkland, Costco’s current private label.
Costco Kirkland Hardlines
Research Kirkland is Costco’s private label comprised of a large scope of items ranging from household appliances to groceries. The fact that Kirkland currently has no clear branding system for its packaging struck us as a group as what seems like a futile plan. This drove us to propose a new Kirkland model: the classification into four major categories, with each having its own distinctive packaging personality.
Concept The overall personality of hardlines section is reliable, to-the-point, and confident. A retreat from the typical low-sector approach, Kirkland’s hardlines avoids copious information and focuses on the quality of the item printed on its package. With powerful color scheme and no-nonsense form of treatment, the new design confidently says reliable without a forced and lengthy explanation.
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
072 – 073
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
074 – 075
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
076 – 077
The Search of A Perfect Look During the exploration, the word strength was used frequently. We as a group considered various ways to visualize the idea.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
078 – 079
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Simple and Confident The hardlines section exudes much confidence and power, ensuring audience that its products will work for a long time. In a Costco setting, Kirkland products will surely outshine other national brands.
PROJECT
COSTCO KIRKLAND HARDLINES
PA G E
080 – 081
We think we are hungry
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
We are naturally savages*
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
082 – 083
* Having shopped at Costco, most people are apt to fatigue and hunger. Fortunately, next to the cashiers stations the fast food corner where people are allowed to loosen up a bit. The famished shoppers would devour almost any kind of food they come across, without having to think twice in what they consume, or how large the portions may be.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Audience
Attributes
Brief
Large Families
Lively
The group project assignment is to redesign Costco’s packaging system
Small Businesses
Fun
by repositioning the brand, its target audience, and brand architecture.
Low-Income Sector
Appetizing
This chapter explains the Costco-endorsed brand — specifically Hemlock’s Kitchen — and its impact on increasing Costco’s traffic flow.
Costco Hemlock’s Kitchen
Research Currently, Costco has a fast-food counter that is located right in front of the cashiers. It is a smart strategy where tired and hungry people can be satisfied with pizza, hot dogs, and soft drinks at a very cheap price. As it is always swamped with multitudes and long queues, it is a waste if we do not utilize this crowd for Costco’s advantage.
Concept The fun personality of Hemlock's Kitchen is originally inspired by American diners and their rectangular banners. Hemlock's Kitchen utilize a quirky mesh of graphical elements that brings an overall lively and energetic feel. Since people carry their fast food everywhere, we also created a line of crossover items that is sold both at the counter and the warehouse areas. This will market and expand Costco’s presence through the brand.
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
084 – 085
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Diner With A Twist The identity is inspired by nostalgic diner aesthetics, but transformed with a twist to suit Costco’s setting. Hemlock’s Kitchen is a fun, family-friendly food counter that completes Costco’s shopping experience.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
088 – 089
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
092 – 093
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Power of the Crossovers When someone loves what he is having in the kitchen, he can purchase the instant version in the warehouse so he can have it whenever, wherever he wants. We as a team learned that packaged foods act as a powerful marketing tool that will help broaden Costco’s visibility.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
096 – 097
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
COSTCO HEMLOCK'S KITCHEN
PA G E
098 – 099
We think we look for brands
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
We seek for great stories*
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
100 – 101
* As I came upon Robert Sinskey Vineyards, it quickly struck me to see how wine aficionados adore to converse. Unlike beer consumers, wine enthusiasts seek to search into the story and philosophy behind each and every wine. Thus, showing them something great to talk about is key.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
Audience
Attributes
Brief
30+ Years Old
Biodynamic
Choose a local winery and redesign their current wine packaging. The
Health-Conscious People
Alluring
deliverables include two lower-tiered wines to be sold at $40 each, one
Wine Enthusiasts
Intuitive
higher-tiered wine at $110 which goes along with an exclusive wine case.
Robert Sinskey Vineyards
Research Robert Sinskey Vineyards is not your typical commercial wine brand. Robert, a pioneer in American biodynamic wine industry, believes that best wines result from a holistic and symbiotic relationship between the grapes and the ecosystem around them: the soil, the animals, the moon, and beyond. In RSV, all grapes are biodynamically grown and produced.
Concept The new Robert Sinskey labels utilize scientific elements of astronomical observation. This is because its biodynamic approach in winemaking involves moon observation and scientific precision. The overall theme on the new labels is "observation". They possess a light and quiet ambience to signify the notion of letting go hectic human processes and simply let Mother Nature take control. The playful and unexpected labels ignite curiosity on the wine enthusiasts, providing them a fairly new idea to talk about over wine and food.
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
102 – 103
A Label To Ponder Upon Biodynamic agriculture is personal and metaphysical in nature. During the exploration, shunning away from typical commercial labels was the move.
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
104 – 105
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
More Than Human Effort Biodynamic winemaking is unique in a way that it is a collaborative effort between human beings and Mother Nature. Vintners set up such a precisely ideal environment condition so that nature can be self-sufficient and produce the best wines.
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
106 – 107
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
108 – 109
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
110 – 111
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
112 – 113
A Touch of Exclusivity For the higher-tiered line, images of intriguing scientific objects are applied with silver foil to give it a touch of exclusivity.
PA G E
114 – 115
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PA C K A G I N G , I D E N T I T Y
PROJECT
R O B E R T S I N S K E Y V I N E YA R D S
PA G E
116 – 117
We don’t need the what
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
We just need the why*
PROJECT
RAPHAEL HOUSE
PA G E
118 – 119
* We witness numerous deprivations emerge in the world every day. We know we are supposed to help, and yet we cannot seem to acquire a strong enough motive to compel us in doing so. Many of today’s organizations that perform the same cause tend to convey a shade of desperation in achieving their objective. Through the means of reverse psychology emerge a powerful tool which serves to influence a new perspective in the act of contributing — that it is a privilege for people to partake in the cause rather than the opposite.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
Audience
Attributes
Brief
Women
Restoration
Choose a non-profit organization in the nation and create a campaign that
30+ Years Old
Structure
serves as an awareness and/or fundraising tool. Students are to be mindful
San Francisco Bay Area
Non-Profit
of the current challenges of non-profits and target demographics.
Raphael House
Research While finding monetary help is considered as a great challenge to most non-profits, the greater challenge is to show a solid cause so the urban audience would care enough to give. Raphael House, a homeless shelter for predominantly mothers and children, faces the same challenge. Due to the many non-profits out there, Raphael House is determined to convey its cause from a unique and personal standpoint.
Concept For the fundraising event, the audience (mainly women) will receive a packet of the organization’s brochure, invitation card, and a music CD as souvenir. Instead of displaying literal images of the place and people, the packet utilizes metaphorical images of a structured home: alarm clock, porch lamp, doormat, and several others. This sets an unintimidating atmosphere of residence and comfort for donors, implying a privileged sense of giving and invitation to participate in a noble cause.
PROJECT
RAPHAEL HOUSE
PA G E
120 – 121
Relating To The Familiar We all know that home is the safest, most comfortable place to be. Audience opens a brochure of a warm, welcoming home.
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PROJECT
RAPHAEL HOUSE
PA G E
124 – 125
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PROJECT
RAPHAEL HOUSE
PA G E
126 – 127
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
PROJECT
RAPHAEL HOUSE
PA G E
128 – 129
SELECTED WORKS OF KAREN LIONG
C AT E G O R Y
Because Home Is Essential With a bright and warm invitation packet, audience is invited to partake in the experience of bringing others back to home.
PROJECT
RAPHAEL HOUSE
PA G E
130 – 131
SELECTED WORKS OF KAREN LIONG
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RAPHAEL HOUSE
PA G E
132 – 133
We think we are concerned
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P R I N T , I D E N T I T Y, P R O D U C T D E S I G N
We only want the benefits*
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G U I TA R S , T H E Y A R E A - C H A N G I N '
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134 – 135
* Mainstream amateur guitarists today would not care if they are helping the nature by going sustainable with their guitars. Young musicians ranging from 15-23 years old especially emphasize on being recognized as “hip� and strumming killer melodies. Most desire for something that will benefit them before thinking of benefiting others.
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Audience
Attributes
Brief
15-23 Years Old
Culture
Select a product that you use daily and rethink on how its lifecycle can
Amateur Guitarists
Sustainability
be altered from cradle-to-grave to cradle-to-cradle. In addition, think of
Music Industry
Paradigm Shift
how the end users may perceive the item and its function differently. The deliverables include a book showing the product history and manufacturing process, complete with the product redesign and a branding strategy to market the new product.
Guitars, They Are A-Changin’
Research After reading the brief, I immediately thought of the electric guitar. Music has been perceived for centuries as a medium of revolution due to its influence which breaks boundaries and expresses emotions that are often concealed. The electric guitar is the main tool in this movement, yet ironically, its manufacturing leaves a huge environmental impact.
Concept Because the sound of ‘sustainability’ is nevertheless inconvenient and rather intimidating for some, I believe that approaching sustainability through the culture of music is much more powerful. But, instead of focusing on the perfection of the guitar redesign, I relate to my audience by educating them on why the redesign will work for their lifestyle. Revolt, the line of sustainable guitars, has bodies made of recycled tin. Revolt is inspired by tin-can guitars that Africans used to play Rhythm & Blues with. After conducting and seeing the result from my user-generated research, I am confident that the concept of Revolt guitars will appeal to the demographics of 15-23 years old guitarists, as they will gain access in partaking to be “bringers of revolution” in the music industry today.
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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136 – 137
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P R I N T , I D E N T I T Y, P R O D U C T D E S I G N
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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138 – 139
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Looking Back The book starts off with an introduction of how music plays a vital role in shaping the culture of the society throughout the last century.
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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140 – 141
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PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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142 – 143
Great Impact The first two chapters talk about the timeline of music and the various socio-political issues that it tackles, from racism to war. Readers are also made aware that the guitar have made it all possible in this movement.
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PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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144 – 145
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PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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146 – 147
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Welcome To The Dark Side The book moves on to a darker note and shows how Rock-&-Roll is not as heroic as it looks. Infographics of guitar parts and manufacturing are also shown in this chapter.
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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148 – 149
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G U I TA R S , T H E Y A R E A - C H A N G I N '
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150 – 151
Ask Our Very Audience I wanted to know how amateur guitarists today think in general, and what they really desire in their guitars. I conducted user-generated research on various guitar forums and proposed ten simple questions. Within two days, I received a very dynamic mix of response. Interestingly, younger audience under the age of 30 generally showed more interest in the idea of sustainable guitars.
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PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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152 – 153
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Redefining Revolution Since guitar is highly tradition-driven, the redesign looks back to the very first ‘electric’ guitar ever existed: tin-can guitars. Keeping in mind that tone is a great deal for most guitarists, recycled tins are carefully selected to be processed into Revolt Guitars. Tin-bodied guitars produce a unique metallic sound between banjo and steel-bodied guitar. They have a very accurate intonation and high level of playability.
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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154 – 155
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All-Around Benefits Made of 100% recycled materials, Revolt guitars is the true revolution in music industry. With the guitars’ cradle-to-cradle life cycle, Revolt guitarists can now be as influential as Jimi Hendrix and John Lennon! By targeting the brand towards the younger generation, there will be a birth of revolutionary guitarists ready to make a change in the music industry. The guitars are projected to be sold at $699 each.
PROJECT
G U I TA R S , T H E Y A R E A - C H A N G I N '
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156 – 157
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I L L U S T R AT I O N
Personal Work
Concept Based on my fascination of Bible claims and stories, I developed several illustrations which represent the interpretations of my comprehension. I built on several different concepts as they range in content, tone, and style. Nonetheless, the showcased ones are amongst my favorite.
PROJECT
PERSONAL WORK
PA G E
160 – 161
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I L L U S T R AT I O N
PROJECT
PERSONAL WORK
PA G E
162 – 163
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IDENTITY MARKS
PROJECT
VA R I O U S
PA G E
166 – 167
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IDENTITY MARKS
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VA R I O U S
PA G E
168 – 169
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IDENTITY MARKS
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VA R I O U S
PA G E
170 – 171
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VA R I O U S
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172 – 173
I am eternally grateful
I dedicate this book first and foremost to my God, Lord and Friend: Jesus. Because You live and You’re with me, I dare to dream big! Mom, a wonder woman whom I draw love, comfort, and strength from. You are an inspiration and will always be. Dad, for believing in me in all possible ways. Christy, for your bright spirit that cheers me up in the gloomiest nights, you are the best sister one could ever ask for. Stanley, for your loving care and support through the good and bad. Jojo, you teach me to stay focused and objective when the emotions take over. You are someone I look up to and love dearly. Alfred, who is so far away in Indo, I owe you so much during these past four years, from the countless art store trips to the late night suppers. Chika, for your sweet company and tons of help especially in Color and Design. Miss you. To my Pinolean family: for all your prayers and support. Thank you for just simply being there. Seeing each of you every Sunday gives me great encouragement to go through Monday again. To those who teach me great things: Mary Scott, Tom McNulty, Roland Young, Todd Hedgpeth, Tom Sieu, Max Spector, Jeff Ho and Michael Osborne. I would also like to thank Christopher Simmons and Philip VanDusen for your invaluable inputs during AIGA Portfolio Day 2010. Thank you for the folks in Language in Common: Axel Albin and Josh Kramer for the wonderful Summer internship. Thank you for Bryan and Rika for the great friendship we have built ever since internship. A special thank you goes to Jennifer, a great friend and designer with a truckload of talent. I'm glad I get to know you in this journey. Thank you to all my fellow portfolians, especially Amy Stine and Team Babes. Each of you not only has shaped the way I think and design, but to find my own voice as well. I could never thank you enough.
Book Size 8.5 x 11� Cover Stock Pajco Coated Paper Inside Stock Finch 100 lb. Text Printer Giant Horse Printing Binder The Key Oakland Photography Self Lighting Assistant Christy Liong Willie Soedewa Copywriting Self Christy Liong Camera/Lens Canon EOS 40D 50mm lens