Nuance / Design Portfolio

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NUANCE ( D A N I E L

T R A N )

SELECTED WORKS

0 0 8 _ 019

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BROCHURE DESIGN for Jamie Nelson

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022 _ 033

WEDDING INVITATION DESIGN Karla and Chris

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036 _ 049

ARCHITECTURAL EXCURSIONS Frank Lloyd Wright

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0 5 2 _ 069

A CHILDREN’S BOUTIQUE Fruit of the Loom

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0 7 2 _ 081

BODY CARE PACKAGE DESIGN for Amedée

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0 8 4 _ 099

4TH ANNUAL FILM FESTIVAL for Peter Greenaway

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1 0 2 _ 109

SPIRIT PACKAGE DESIGN for 26 Degree Te quila

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1 1 2 _ 121

NEW WAVE TYPOGRAPHY Wolfgang Weigngart and Adrian Frutiger

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1 2 4 _ 161

A MASTER’S THESIS for Snack Pals

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1 6 4 _ 173

WEDDING INVITATION DESIGN for Mylan and Trong

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HAIR CARE PACKAGE DESIGN for G äel

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1 8 6 _ 197

WEB DESIGN PROJECTS for var ious C lient s

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D A N I E L

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Introduction

WHEN YOU ENTER A HOTEL LOBBY AND SEE A NICE CHAIR, YOU MAY THINK IT IS NICE, COOL, MODERN, OR MORE OFTEN THAN NOT, WHAT CHAIR? AT FIRST GLANCE, I ALWAYS NOTICE A CHAIR. I ADMIRE ITS SHAPE, THE ARCHITECTURE OF THE DESIGN, MATERIAL, AND THE RELATION THE CHAIR HAS TO THE SURROUNDING SPACE. MY SENSES DEVOUR THIS SIMPLE CHAIR AND I ASSESS IF THIS CHAIR WOULD LOOK GREAT ON THE SET OF MAD MEN. WHEN MOST PEOPLE RECEIVE A WEDDING INVITATION IN THE MAIL, THE FIRST THOUGHT NORMALLY GOES SOMETHING LIKE, “JACK AND JILL WILL BE GETTING MARRIED IN MAY. HOW WONDERFUL.” I, HOWEVER, STUDY THE TYPOGRAPHY, FEEL THE PAPER, AND CONTEMPLATE THE DESIGN AND HOW I COULD HAVE IMPROVED UPON IT. I AM A GRAPHIC DESIGNER. THIS IS HOW I SEE THE WORLD. I APPRECIATE FURNITURE, ARCHITECTURE, AND OUTSIDE OF THE DESIGN WORLD. I HAVE ALWAYS PAID MUCH ATTENTION TO THE FASHION INDUSTRY WHILE GROWING UP. AS I FLIP THROUGH THE PAGES OF INTERVIEW, HARPER’S BAZAAR, ITALIAN VOGUE, ARENA HOMME PLUS, DAPPER DAN, ETC., I TAKE RELISH IN THE PHOTOGRAPHY, TYPOGRAPHY, LAYOUTS AND FORMAT THE CREATIVE DIRECTOR HAS CHOSEN FOR THESE MAGAZINES. ALONG WITH THE INTEREST IN FASHION MAGAZINES, I ENJOY BROWSING THROUGH FASHION BLOGS FOR INSPIRATION AND TO SEE IF I CAN DISCOVER SOMETHING OTHERS DON’T NORMALLY LOOK FOR TO HELP MY DESIGN PROCESSES. I BELIEVE THAT GRAPHIC DESIGN PLAYS AN IMPORTANT ROLE IN THE FASHION INDUSTRY. WHAT IS DESIGNED IN MAGAZINES AND ON DISPLAYED WINDOWS CAN HAVE A HUGE INFLUENCE ON WHAT PEOPLE WILL BUY. AS A MINIMALIST DESIGNER, I TRANSLATE THE NUANCE OF FASHION AND ART INTO ALL OF MY DESIGN PROJECTS. NUANCE IS MY DESIGN PORTFOLIO, COMPRISED OF THE MOST PRIZED POSSESSIONS OF THE LAST TWO YEARS–MY ACADEMIC AND PROFESSIONAL WORK. A COUNTLESS NUMBER OF HOURS, THOUGHT, AND PASSION HAVE GONE INTO EACH PROJECT FOR THEY ALL CONTAIN A PIECE OF WHO I AM AND MY VISION, WHICH I WISH TO CONTRIBUTE TO THE WORLD. THE SIGNATURE OF MY AESTHETICS IS THE NUANCES OF TYPOGRAPHY CHARACTERIZED BY A KEEN VISUAL SENSIBILITY. I BELIEVE THAT THE BEAUTY OF DESIGN IS IN THE SUBTLE TOUCHES THE DESIGNER SO PURPOSEFULLY PLACES TO BE DISCOVERED BY THE DISCERNING EYE. AS A DESIGNER AND VISUAL COMMUNICATOR, MY VISION IS TO CREATE SEEMINGLY EFFORTLESS DESIGNS THAT ARE SIMPLE, PROGRESSIVE, AND AESTHETICALLY PLEASING. I WANT YOU TO SEE THE WORLD THROUGH MY EYES.

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G r a p h i c W i t ........................................................................” P A U L R A N D : T H E P L A Y I N S T I N C T ” 1 9 9 1

Art is an idea that has found its perfect visual expression. And design is the vehicle by which this expression is made possible. Art is a noun, and design is a noun and also a verb. Art is a product and design is a process. Design is the foundation of all the arts.

Brochure D E S I G N ( F O R

JA M I E

N E L S O N )

01 Project

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D A N I E L

T R A N

Vision

TH E O B J E C T I V E W A S T O C R E A T E A P R O M O T I O N A L B R O C H U R E T H A T P R O M O T E S J A M I E N E LSON PH O T O G R A P H Y . J A M I E N E L S O N I S A N E W Y O R K B A S E D F A S H I O N A N D B E A U T Y P H O T O G R A PHER. HE R W O R K H A S B E E N S H O W N IN N U M E R O U S I N T E R N A T I O N A L P U B L I C A T I O N S , A D C A M P A IGNS AN D B I L L B O A R D S . S H E R E C E N T L Y P A R T I C I P A T E D I N A N E W M U S E U M / C H A N D E L I E R A R T E X HIBIT IN N E W Y O R K A S W E L L A S A C O L L E C T I V E E X H I B I T I N R O M E .

Conceptualization

FO R A F I N E A R T I S T L I K E J A M I E , T H E D E S I G N O F T H E B R O C H U R E I N C L U D E S M I N I M A L T Y P O G R APHY TRE A T M E N T T H A T E N H A N C E S H E R P H O T O S W H I C H F E A T U R E C L O T H I N G A S A N E X P R E S S I O N OF A WOMAN WHO IS BRASH, CONFIDENT, AND SEXUAL. THE LAYOUT AND TYPE ARE USED IN A WA Y T H A T C O M P L E M E N T S E A C H P H O T O G R A P H W I T H O U T D I S T R A C T I N G F R O M I T .

Execution

AS T H E P R I M A R Y P R O M O T I O N A L P R I N T P I E C E F O R J A M I E N E L S O N P H O T O G R A P H Y , I D E S I GNED A 2 0 P A G E B O O K L E T W I T H S I D E T H R E A D S E W N S T I T C H I N G A S A U N I Q U E A C C O M P A N I MENT TO H E R F A S H I O N P H O T O G R A P H Y . T H E V I S U A L C O M P E L L I N G T Y P E T R E A T M E N T S P R O J E C T HER PH O T O G R A P H Y T O A N O T H E R L E V E L . T H E F I N A L E X E C U T I O N W A S A L I M I T E D R U N .

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There is no design without discipline. There is no discipline without intelligence.

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MASSIMO VIGNELLI, 1993

Wedding I n v i t a t i o n D E S I G N (F O R

K A R L A

A N D

C H R I S )

02 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S P R I N G 2 0 1 1 C l i e n t ................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . K A R L A A N D C H R I S A u d i e n c e .......................... . . . . . . . . . . . . . . B R I D E S , G R O O M S , W E D D I N G D E S I G N E R S C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C L I E N T F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I N V I T A T I O N S , E N V E L O P E S I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A S H I O N B R A N D S T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . L I N O T Y P E D I D O T , F U T U R A M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W H I T E F I N O L U X 1 6 0 # C O V E R P r i n t e r .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . J P - G R A P H I C S A N D N O R T H E R N D I E P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B L A C K , I V O R Y

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D A N I E L

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Vision

EACH COUPLE WHO IS PLANNING THEIR SPECIAL DAY TOGETHER SEEKS A PERSONALIZED INVITATION DESIGN THAT IS BEAUTIFUL YET SUBTLY REVEALS THEIR PERSONALITIES. KARLA AND CHRIS WERE LOOKING FOR SOMETHING CLASSIC, BEAUTIFUL, MINIMAL AND UNIQUE AS THEIR WEDDING STATIONERY.

Conceptualization

KARLA AND CHRIS DESIRED INVITATIONS THAT EXEMPLIFIED A MODERN YET

TIMELESS

DESIGN THAT WAS STILL UNIQUE TO THEM. INSPIRATIONS ARRIVED FROM THE SIMPLICITY OF FASHION BRANDS SUCH AS CHANEL AND JO MALONE.

Execution

IN ORDER TO ACHIEVE THE RIGHT LOOK AND FEEL FOR KARLA AND CHRIS, I MADE SPECIFIC DESIGN CHOICES INCLUDING A SWIRL PATTERN WHICH WAS DEEPLY EMBOSSED ON THE BACK OF THE INVITATION AND SAVE-THE-DATE CARD. THE FRONT PANEL REVEALS A MODERN, CLASSIC TYPOGRAPHY TO ANNOUNCE THE BIG DAY. IN ADDITION, A CLASSY CRÈME AND BLACK COLOR THEME WERE SELECTED. EACH INVITATION WAS DELICATELY PACKAGED IN AN IVORY FRENCH PAPER BOX, CREATING A CHIC AND MODERN PERSONAL TOUCH.

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FRANK LLOYD WRIGHT 1934

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I never design a building before I’ve seen the site and met the people who will be using it.

Architect u r a l E X C U R S I O N S (F R A N K

L LOY D

W R I G H T )

03 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S P R I N G 2 0 0 9 C o u r s e ............................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . T Y P O G R A P H I C D I R E C T E D S T U D Y I n s t r u c t o r ....................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . J E N N I F E R S T E R L I N G A u d i e n c e .......................... D E S I G N E R S , T Y P O G R A P H E R S , B O O K F A N A T I C S C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F R A N K L L O Y D W R I G H T ’ S B O O K S F o r m a t .............................................................................................................................B O O K I n s p i r a t i o n s ................... . . . . . . A R C H I T E C T U R A L A N D T Y P O G R A P H Y B O O K S T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . U N I V E R S , H E L V E T I C A M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A B R I A N O R I V E S 1 0 0 # T E X T B i n d e r y ............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . C A R D O Z A J A M E S , S A N F R A N C I S C O P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W A R M G R A Y , O R A N G E

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D A N I E L

T R A N

Vision

TO DESIGN A COMPELLING TYPOGRAPHIC BOOK FEATURING THE WORK OF THE FAMOUS AMERICAN ARCHITECT FRANK LLOYD WRIGHT. THE COPY CAME FROM AN OLD ARCHITECTURAL BOOK THAT CONTAINED BLUEPRINTS OF A FEW FAMOUS BUILDINGS HE CREATED.

Conceptualization

ARCHITECTURAL EXCURSIONS SHOWCASES THE WORK OF FRANK LLOYD WRIGHT. FOR THIS BO O K , I W A S I N F L U E N C E D B Y T H E I N N O V A T I V E T Y P O G R A P H Y O F N E W W A V E D E C O N S T R U C TION GR A P H I C D E S I G N F R O M T H E 1 9 6 0’s. T H E R I G I D T Y P E B L O C K S O N E A C H S P R E A D I L L U S T RATE WR I G H T ’ S W O R K W I T H F I N E L I N E S A N D A P A I N F U L A T T E N T I O N T O D E T A I L .

Execution

IN O R D E R T O D E S I G N T H I S B O O K I N T H E V O I C E O F W R I G H T , M A N Y S P E C I F I C D E S I G N C H OICES WE R E M A D E . T H E F I N A L B O O K C O N T A I N S M A N Y S U B T L E D E T A I L S D E R I V E D F R O M H I S W O RK. I SE L E C T E D S O M E O F H I S F A M O U S B L U E P R I N T S A N D R E C R E A T E D T H E M F O R V I S U A L I N T E REST. TH E S T Y L E O F T Y P O G R A P H Y W A S I N S P I R E D B Y T R A D I T I O N A L S W I S S T Y P O G R A P H Y . T H E W ARM GR A Y P A L E T T E W I T H A T O U C H O F O R A N G E C O N T R A S T S W I T H A N D H I G H L I G H T S H I S M O N O TONE WO R K . L A S T L Y , T H I S B O O K W A S P R I N T E D O N A B E A U T I F U L F A B R I A N O C R E A M S O F T P A P E R TO CO R R E L A T E W I T H A N D N O T D I ST R A C T F R O M T H E A R C H I T E C T U R A L B L U E P R I N T P A P E R .

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WALL

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SECTION

DETAILS

MULLION

60' :

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WALL SECTION

54'

24"

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MULLION

CORNER

HALF

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60'

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36'

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MULLION

60' :

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WALL

SECTION

SECTION

60'

:

24"

54'

24"

:

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60'

36'

46'

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24"

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HEAD

36'

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D e s i g n i s a s m u c h a n a c t o f s p a c i n g a s a n a c t o f m a r k i n g .............................................................

ELLEN LUPTON 1998

...........................................................................................................................

A Child re n ’s B O U T I Q U E ( F R U I T

O F

T H E

LO O M )

04 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A L L 2 0 1 0 I n s t r u c t o r ....................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . J E N N I F E R S T E R L I N G A u d i e n c e .......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C H I L D R E N , P A R E N T S C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C O M P A N Y F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S T A N D A R D S M A N U A L I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . J A N I E A N D J A C K C L O T H I N G T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . H E L V E T I C A M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M O A B E N T R A D A 3 0 0 G R A M S B i n d e r y ............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . T H E K E Y B I N D I N G , O A K L A N D , C A P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A L L S P E C T R U M

p.

51 52 53 .....

D A N I E L

T R A N

Vision

TO REINVENT A DEFUNCT BRAND THROUGH THE DEVELOPMENT OF A NEW IDENTITY, VISUAL ST A N D A R D S , A N D T H E I N T R O D U C T I O N O F B R A N D E X T E N S I O N S .

Conceptualization

FOR MORE THAN 150 YEARS, FRUIT OF THE LOOM HAS FULFILLED A PROMISE TO ITS CO N S U M E R S , A P R O M I S E O F Q U A L I T Y , V A L U E , A N D T R U S T — B U T T H E B R A N D H A S S T A R T E D TO LO S E P O P U L A R I T Y W I T H T H E A D U L T C O N S U M E R . I N O R D E R T O B R E A T H E L I F E B A C K I N T O THE BR A N D A N D T H U S I N C R E A S E R E V E N U E , I T W A S I M P E R A T I V E T O D E S I G N A L O G O T H A T WAS NE W A N D M O D E R N Y E T R E M A I N E D R E C O G N I Z A B L E A S T H E F R U I T O F T H E L O O M B R A N D. TO INC R E A S E T H E A U D I E N C E F O R F R U I T O F T H E L O O M , T H E O B V I O U S C H O I C E W A S T O C R E A TE A LIN E F O R C H I L D R E N T H A T I N C L U D E D T H E U S U A L U N D E R G A R M E N T S T H A T F R U I T O F T H E L OOM IS FAMOUS FOR AS WELL AS THEIR LESSER KNOWN PRODUCTS INCLUDING A CLOTHING LINE.

Execution

REB R A N D I N G F R U I T O F T H E L O O M C O N S I S T S O F A N E W I D E N T I T Y M A R K A N D T Y P E M A R K . THE NE W B R A N D P O S S E S S E S A H I N T O F S I M P L I C I T Y , F U N , A N D C O L O R . M A N Y C O N S U M E R S B E C OME BR A N D L O Y A L , T H E R E F O R E I T I S I M P O R T A N T T O R E S P E C T T H E I R P A T R O N A G E B Y R E T A I NING TH E E L E M E N T S O F F A M I L I A R I T Y , C O M F O R T , A N D L O Y A L T Y T H A T I S E V O K E D W I T H T H E OLD BR A N D L O G O , A N D A D D A M O D E R N A C C E N T T O T H E D E S I G N T O C O M M E M O R A T E T H E C O M P A NY’S STEP TOWARDS THE FUTURE. IN ADDITION TO THE REMAKE OF THIS NEW IDENTITY, THE CH I L D R E N ’ S C L O T H I N G W I L L B E I N T R O D U C E D . I N A D D I T I O N , I C R E A T E D A N A R R A Y O F FUN PR I N T S A N D E N V I R O N M E N T A L P A L E T T E S F O R T H E B R A N D . E A C H C O L O R C O M P L E M E N T S EACH OT H E R A N D I S S P E C I F I C A L L Y D E S I G N E D T O A T T R A C T C H I L D R E N .

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S T A N D A R D S

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M A N U A L

C _ 002

C _ 040

M_ 003

M_ 080

Y _ 008

Y _ 07 0

K _ 000

K _ 060

C _ 000 M_ 055 Y _ 08 3 K _ 005

P r o j e c t N o __ 01

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C _ 005 M _ 000 Y _ 015 K _ 000

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C _ 002 M_ 001 Y _ 01 8 K _ 000

C _ 020 M_ 000 Y _ 000 K _ 000

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C _ 005 M_ 090 Y _ 100 K _ 000

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65 66 67 .....

T R A N

C _ 005 M_ 070 Y _ 050 K _ 000

FRUIT OF THE LOOM

P r o j e c t N o __ 01

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C _ 015 M_ 000 Y _ 005 K _ 000

FRUIT OF THE LOOM

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67 68 69 .....

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M o d e r n F u r n i t u r e ...................................................................................................C H A R L E S E A M E S 1 9 6 9

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69 70 71 .....

D A N I E L

T R A N

D e s i g n i s a p l a n f o r a r r a n g i n g e lements in such a way as best to accomplish a par ticular purpose.

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Body Ca re P a c k a g e D E S I G N ( F O R

A M E DÉE )

05 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S P R I N G 2 0 1 1 C l i e n t ................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A M E D É E S K I N C A R E A u d i e n c e .......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M E N , W O M E N C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C L I E N T F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B R A N D I N G , P A C K A G I N G I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . H I G H - E N D B E A U T Y P R O D U C T S T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C E L E S T E , A K Z I D E N Z G R O T E S K M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R E C Y C L A B L E P L A S T I C S P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C R È M E , B L A C K

p.

71 72 73 .....

D A N I E L

T R A N

Vision

THE VISION WAS TO DEVELOP A COMPREHENSIVE PACKAGING SYSTEM FOR AMEDÉE’S BODY CAR E P R O D U C T L I N E F O R B O T H M E N A N D W O M E N .

Conceptualization

THE CLIENT CREATED A SKIN CARE LINE THAT APPEALED TO BOTH MEN AND WOMEN. THE INGREDIENTS ARE PURE AND MINIMAL. WHAT DIFFERENTIATES THE BRAND FROM OTHER SKI N C A R E P R O D U C T S I S I T S S I M P L I C I T Y A N D F U N C T I O N I N H I G H Q U A L I T Y A N D I N N O V A TION. THE S E C O N C E P T S A R E A L S O E X E M P L I F I E D I N T H E F U N C T I O N A L Y E T A E S T H E T I C A L L Y P L E A SING PAC K A G I N G . A L O N G W I T H T H E E X C E L L E N T P R O D U C T S , T H E P A C K A G E S A R E D E S I G N E D IN A SUB T L E W A Y W I T H M I N I M A L T Y P O G R A P H Y T O C A P T U R E T H E E S S E N C E O F I N D I V I D U A L I T Y .

Execution

AM E DÉE P R O D U C T S A R E S P E C I A L B E C A U S E O F T H E I N N O V A T I V E N E S S O F I T S C R E A T O R S AND THE H I G H Q U A L I T Y B L E N D O F T H E I N G R E D I E N T S U S E D . T H E S I M P L E D E S I G N O F T H E P A C K A GING CR E A T E S A M O D E R N C L A S S I C F E E L T O A T T R A C T B O T H M E N A N D W O M E N . T H E M O N O C H R O M ATIC WH I T E L A B E L S O N W H I T E P R O D U C T S C R E A T E A H I G H –E N D L O O K Y E T D I F F E R E N T I A T E S THE P R O D U C T S F R O M O T H E R E X I S T I N G B R A N D S . P R O D U C T S A R E I N D I V I D U A L L Y P A C K A G E D IN WH I T E B O X E S T O C R E A T E T H E FI N I S H I N G T O U C H T O T H E H I G H - E N D E X P E R I E N C E .

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Ty p o g r a p h e r ................................................................................................................E R I K S P I E K E R M A N N

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As we say in Berlin, ther e ar e many ways to bake a par r ot.

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4th Annu a l F i l m F E S T I V A L ( P E T E R

G R E E N AWAY )

06 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S P R I N G 2 0 1 0 I n s t r u c t o r ....................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M A X S P E C T O R A u d i e n c e ........................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G R E E N A W A Y ’ S F A N A T I C S C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P E T E R G R E E N A W A Y F o r m a t ............................... . . . . . B O O K , D V D C O L L E C T I O N , P O S T E R , W E B S I T E I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . E M A N U E L P O L A N C O , S O N N E R V A L L E T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A K Z I D E N Z G R O T E S K , C L A R E N D O N M a t e r i a l s .......................... . . . . . . . . . . . . . . . . . . . . . . . . F A U X L E A T H E R P A P E R , F I N C H F I N E P r i n t e r .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P A T S O N S P R E S S , B E R K E L E Y B i n d e r y ............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . T H E K E Y B I N D I N G , O A K L A N D P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . B L U E , B L A C K , L A V E N D E R , G R E E N , R E D

p.

83 84 85 .....

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T R A N

Vision

MY V I S I O N W A S T O D E S I G N A N D C R E A T E A F I L M F E S T I V A L T H A T B R I L L I A N T L Y S H O W C A S E S THE WO R K O F F I L M M A K E R P E T E R G R E E N A W A Y . T H E C H A L L E N G E W A S T O P R O D U C E A D E S I G N THAT BOTH ACCURATELY DEPICTS A CENTRAL THEME AS WELL AS TRANSLATES APPROPRIATELY INT O V A R I O U S P R O M O T I O N A L M A T E R I A L S F O R T H E F I L M F E S T I V A L .

Conceptualization

BY CREATING A MOOD AND ATMOSPHERE THAT REFLECTED THE CENTRAL THEMES OF HIS WO R K S : I N F I D E L I T Y , R E P R E S S I O N , A N D B E T R A Y A L . T H E C O M P L E X I T Y O F T H E P R O J E C T B E CAME CL E A R . G R E E N A W A Y ’ S E L E G A N T L Y W I T T Y Y E T S T R I K I N G L Y U N C O N V E N T I O N A L P O R T R AYAL OF L I E S , A F F A I R S , A N D S E C R E T S W E R E A L S O D I S T U R B I N G L Y V I O L E N T . I S T R O V E T O E X E CUTE TH E S E T H E M E S I N T O T H E D E S I G N O F E A C H C O M P O N E N T , I N C L U D I N G : A L I M I T E D E D I T I O N DVD CO L L E C T I O N F E A T U R I N G F O U R O F H I S F A M O U S F I L M S ; A C A T A L O G U E T H A T S H O W C A S E S HIS BO D Y O F W O R K S ; A N D A P O S T E R T H A T P R O M O T E S T H E F E S T I V A L , A N D M O V I E T I C K E T S .

Execution

TEX T U R E S A N D P A T T E R N S W E R E U T I L I Z E D T O C O N V E Y T H E M A N Y E M O T I O N A L L A Y E R S THAT ON E E X P E R I E N C E S W H E N W A T C H I N G G R E E N A W A Y ’ S F I L M S . I S P E C I F I C A L L Y S E L E C T E D A H I DDEN AN D O V E R L A Y I N G T Y P O G R A P H Y S T Y L E T O I L L U S T R A T E T H E S E L A Y E R S . T H E W I N T E R C OLOR PAL E T T E W A S C H O S E N T O C O M M U N I C A T E T H E S O M B E R M O O D A N D S O R R O W T H A T I S R E F L E CTED IN H I S F I L M S . A D D I T I O N A L L Y , TH E M O V I E T I C K E T S A R E S T R A T E G I C A L L Y C O L O R C O O R D I N ATED FO R E A C H F I L M A N D S H O W W I TH T H E S A M E M O O D I N M I N D . T H E L I M I T E D E D I T I O N D V D S ET IS LA I D O U T I N A F O R M A T T H A T S H O W C A S E S F O U R O F H I S P O P U L A R F I L M S , A N D I S H O U S E D IN A BEA U T I F U L L Y H A N D - C R A F T E D S L I P C A S E . I N A D D I T I O N , T H E C A T A L O G U E W A S C O N S T R U C T ED IN AN A C C O R D I O N F O L D F O R M A T T O R E P R E S E N T T H E C O N T I N U I T Y O F H I S F I L M S .

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The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. He new becomes threatening, the old reassuring.

G r a p h i c W i t ....................................................................................................................................P A U L R A N D

Spirit P a c k a g e D E S I G N ( 2 6

D E G R E E

T E Q U I L A )

07 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W I N T E R 2 0 1 0 C l i e n t ................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 6 D E G R E E T E Q U I L A A u d i e n c e .......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M E N , W O M E N C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C L I E N T F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P A C K A G I N G , B R A N D I N G I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M E N ’ S F R A G R A N C E P A C K A G I N G T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . O R A T O R , T I M E S M a t e r i a l s ......................... . . . . . . . . . . F R O S T E D G L A S S , W H I T E F I N O L U X C O V E R P r i n t e r ............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . J P - G R A P H I C S A N D N O R T H E R N D I E P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G R E E N , O R A N G E

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T R A N

Vision

TO D E S I G N A S P I R I T P R O D U C T L I N E F O R 2 6 D E G R E E T E Q U I L A T H A T D I F F E R E N T I A T E S I T F ROM OT H E R T E Q U I L A S . T H E N U M B E R O N E U L T R A – P R E M I U M T E Q U I L A I N T H E W O R L D , 2 6 D E G R E E HAS TW O F L A V O R S — L I M E A N D T A N G E R I N E .

Conceptualization

TH E G O A L W A S T O C R E A T E A R A N G E C O N S I S T I N G O F T W O R E F E R E N C E S E A C H O N E S H O WING OFF A U N I Q U E C O L O R . T R A N S P A R E N C Y P L A Y S A N I M P O R T A N T R O L E I N T H E D E S I G N D U E TO TH E F A C T T H A T I T E N A B L E S T H E D I F F E R E N T E L E M E N T S O F T H E P A C K A G I N G T O F U S E T O G E THER WITHOUT MINIMIZING ITS IMPORTANCE. A STRONG BRANDING CONSISTING OF SWISS— INF L U E N C E D T Y P O G R A P H Y W A S E M P L O Y E D C O N T A I N I N G B R I E F T E X T T H A T E X P L A I N S THE CH A R A C T E R I S T I C S O F T H E L I Q U E U R T O T H E C O N S U M E R .

Execution

TH E S Q U A R E S Q U A T T Y B O T T L E S H A P E W A S C H O S E N B E C A U S E T H E B R A N D W I S H E S T O P R O JECT AN I M A G E T H A T I S M O D E R N A N D E X C L U S I V E . C O N S E Q U E N T L Y , T H E L I Q U I D V O L U M E I S S L I G HTLY SM A L L E R T H A N O T H E R C O M P E T I N G T E Q U I L A B R A N D S . A B R I G H T C I T R U S C O L O R P A L E T T E WAS CH O S E N T O P A I R W I T H T H E F L A V O R O F T H E S P I R I T S . A S A R E S U L T , T H I S R E I N T E R P R E T A TION OF A M O D E R N C L A S S I C D E S I G N A D D S I M P A C T S T H E S H E L V E S , Q U A L I T Y A N D T A S T E .

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K e y n o t e S p e e c h Ty p e 9 0 ....................................................................................A D R I A N F R U T I G E R 1 9 6 9

If you remember the shape of your spoon at lunch, it has to be the wrong shape. The spoon and the letter are tools; one to take food from the bowl, the other to take information off the page...When it is a good design, the reader has to feel comfor table because the letter is both banal and beautiful.

New Wav e T Y P O G R A P H Y ( WOLFGANG

W E I N G A R T & A D R I A N

F R U T I G E R )

08 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W I N T E R 2 0 1 0 C o u r s e ............................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . T Y P O G R A P H I C D I R E C T E D S T U D Y C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . T Y P O G R A P H Y B O O K S F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P O S T E R S , S L I P C A S E I n s p i r a t i o n s ................... . . . . . . . W O L F G A N G W E I N G A R T , A D R I A N F R U T I G E R T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C E L E S T E , A K Z I D E N Z G R O T E S K M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . R E C Y C L A B L E P L A S T I C S B i n d e r y ............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . C A R D O Z A J A M E S , S A N F R A N C I S C O P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C R È M E , B L A C K

p.

111 112 113 .......

D A N I E L

T R A N

Vision

TH E O B J E C T I V E W A S T O C R E A T E A N A R R A Y O F T Y P E S P E C I M E N P O S T E R S I N T H E S T Y L E O F TWO FA M O U S T Y P O G R A P H I C M A S T E R S W O L F G A N G W E I N G A R T A N D A D R I A N F R U T I G E R .

Conceptualization

MY PASSION FOR TYPOGRAPHY BEGAN AFTER THE WORK OF THESE TWO TYPOGRAPHIC MASTERS. THE IDEAS BEHIND THESE POSTERS WERE INFLUENCED BY THE DEVELOPMENT OF NEW WAVE, DECONSTRUCTION AND MUCH OF GRAPHIC DESIGN IN THE 1990s. THE STYLE OF TYPOGRAPHY DERIVED FROM THIS PROJECT LED ME TO A NEW GENERATION DESIGNER THAT APPROACHED MOST DESIGN IN AN ENTIRELY DIFFERENT MANNER.

Execution

I M A D E S P E C I F I C D E S I G N C H O I C E S B Y C R E A T I N G A S E R I E S O F T Y P E S P E C I M E N P O S T E R S FOR EA C H T Y P O G R A P H E R . T H E S E P O S T E R S A R E H O U S E D I N A W R A P P E D F A B R I A N O P A P E R B O X TO CR E A T E T H E O L D T Y P E S P E C I M E N B O O K S . T H E S E T Y P E S H E E T S A R E N O T O N L Y A C O M P E L LING AR T I F A C T B U T A L S O A V I S U A L R E P R E S E N T A T I O N O F M Y K N O W L E D G E F O R T Y P O G R A P HY. I DE V E L O P E D A B E T T E R U N D E R S T A N D I N G O F T H E S U B T L E N U A N C E S O F T Y P E , A S W E L L AS A GR E A T A P P R E C I A T I O N F O R T H E A R T O F T Y P O G R A P H Y .

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Innovation leads one to see the new in the old and distinguishes the ingenious from the ingenuous.

G r a p h i c W i t ............................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D E S I G N F O R M A N D C H A O S 1 9 9 1

A Master’s T H E S I S ( S N A C K

PA L S ! )

09 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A L L 2 0 1 0 I n s t r u c t o r s ..................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P H I L H A M L E T T , A Y A A K A Z A W A , ............................................. . . . . . M A X

SPECTOR, JOANNE-SEAVEY HULTQUIST

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T R A N

Vision

TO C R E A T E A H E A L T H Y F O O D B R A N D T H A T A P P E A L S T O K I D S A N D E N A B L E S P A R E N T S T O R AISE HEA L T H Y C H I L D R E N A N D H E A L T H Y F A M I L I E S . T H E U L T I M A T E G O A L I S T O A S S I S T I N T H E B A TTLE AG A I N S T O B E S I T Y , R E D U C I N G T H E O B E S I T Y R A T E O F C H I L D R E N I N T H E U N I T E D S T A T E S .

Conceptualization

IN O R D E R T O B E G I N , I H A D T O F I R S T B R A I N S T O R M W I T H N U M E R O U S C O L L A B O R A T O R S TO DET E R M I N E T H E U N D E R L Y I N G G O A L O F T H E S N A C K P A L S B R A N D . A F T E R M U C H D E L I B E R A TION, I D E C I D E D T O C R E A T E A B R A N D T H A T P R O M O T E S H E A L T H Y E A T I N G A S S I M P L E , A F F O R D ABLE, CO L O R F U L A N D M O S T I M P O R T A N T L Y , F U N ! T H R O U G H E X T E N S I V E R E S E A R C H O F W H A T A P P EALS TO CHILDREN, I SPECIFICALLY DESIGNED CHARACTERS THAT REFLECT THE VOICE OF THE BRA N D W H I L E C A T E R I N G T O T H E V I S U A L A E S T H E T I C S T H A T A P P E A L T O C H I L D R E N . T O D O THIS, I W O R K E D W I T H G R A P H I C D E S IG N E R , A Y A A K A Z A W A , F R O M C H R O N I C L E B O O K S T O C R E A TE A VIS U A L S T Y L E A N D L O O K O F S N A C K P A L S T H A T W O U L D B E C O M E T H E B R A N D I D E N T I T Y . THIS DES I G N W O U L D E X T E N D T O F O O D P A C K A G I N G T H A T E N T I C E S T H E C H I L D C O N S U M E R , YET PRO V I D E S T H E N U T R I T I O N T H A T P A R E N T S D E S I R E F O R T H E I R C H I L D R E N A T A N A F F O R D ABLE PRICE. I ALSO CONSULTED WITH DR. DAN DELGADO, M.D., DIRECTOR OF THE PEDIATRIC HEA L T H Y L I F E S T Y L E C E N T E R A T V A L L E Y M E D I C A L C E N T E R W H O P R O V I D E D H I S K N O W L EDGE AS T H E C H I L D H O O D O B E S I T Y E X P E R T . F I N A L L Y , I O R G A N I Z E D A N D C O N D U C T E D P A R E N T F OCUS GRO U P S T O P R O V I D E T H E N E C E S S A R Y D A T A T O S U P P O R T M Y T H E S I S .

Execution

CHILDHOOD OBESITY IS AN EPIDEMIC IN THE U.S. THAT IS NOW BEING RECOGNIZED AND ADD R E S S E D B Y S U C H P E O P L E AS O U R F I R S T L A D Y M I C H E L L E O B A M A W H O L E A D S T H E “ LET’S MO V E ! ” C A M P A I G N . M A N Y P E O P L E B E L I E V E T H A T E A T I N G M O R E H E A L T H F U L L Y I S MORE EX P E N S I V E A N D T I M E C O N S U M I N G . T H A T I S W H E R E I W O U L D L I K E T O P R O V E T H E M W R O NG. I HA V E D E V E L O P E D A N A R R A Y O F H E A L T H Y F O O D P R O D U C T S T H A T A R E A F F O R D A B L E A N D EASY FO R P A R E N T S T O A D O P T . I N A DD I T I O N , I H A V E W O R K E D R I G O R O U S L Y W I T H A N U T R I T I O NIST TO D E S I G N A P A R E N T I N G G U I D E T H A T C O N C E N T R A T E S O N H E A L T H Y E A T I N G A N D P H Y S ICAL ACT I V I T I E S . A C C O M P A N Y I N G T H E B O O K I S A H E A L T H Y D I A R Y W H E R E P A R E N T S C A N K E E P T RACK OF W H A T T H E I R F A M I L I E S E A T A N D D O E A C H D A Y . L A S T L Y , T H E W E B S I T E W I L L C O N T A I N ALL OF T H E R E S O U R C E S F O R P A R E NT S T O E A S I L Y R E F E R T O . T H I S I S M U C H M O R E T H A N A T HESIS PRO J E C T T O M E . I H A V E C R E A T E D A F U N A N D A F F O R D A B L E B R A N D F O R C H I L D R E N T H AT IS BO T H H E A L T H Y A N D E M P O W E R I N G . I H O P E T H A T T H I S C R E A T E S A P O S I T I V E S H I F T T O W A R DS A HE A L T H I E R A M E R I C A F O R O U R C H I L D R E N .

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HOME /

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BREAST IS BEST /

PORTION CONTROL /

NUTRITION /

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SNACKING TIPS FOR PARENTS /

HOW TO READ FOOD LABELS /

DIVISION OF RESPONSIBILITY /

HEALTHY SNACKS FOR HOME AND SCHOOL /

EXAMPLES OF HIGH FIBER CEREALS /

START YOUR KIDS ON A HEALTHY PATH /

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VEGGIE TACOS /

QUESADILLAS /

BABY CARROTS /

FRUIT SALADS /

BANANA BERRY/

PERFECT PASTA /

NAAN POCKET/

FISH STICKS/

VEGGIE PIZZA/

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P a g e 6 ...................................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ” E M I L R U D E R : T Y P O G R A P H I E ” 1 9 6 7

Typography has one plain duty befor e it and that is to convey infor mation in writing.

N o a r g u m e n t o r c o n s i d e r a t i o n c a n a b s o l v e t y p o g r a p h y f r o m t h i s d u t y.

Wedding I n v i t a t i o n D E S I G N ( M Y L A N

A N D

T R O N G )

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MY O B J E C T I V E W A S T O D E S I G N W E D D I N G S T A T I O N E R Y F O R M Y L A N A N D T R O N G . I N M Y F IRST ME E T I N G W I T H T H E C O U P L E , T R O N G W A N T E D T H E I N V I T A T I O N T O F E E L A N D T A S T E L I K E G O DIVA CH O C O L A T E , W H I C H I S T I M E L E S S A N D C L A S S I C . I N A D D I T I O N , T H E Y W I S H E D T O I N C L U D E AN ETH N I C F L A I R T O C E L E B R A T E T H E I R V I E T N A M E S E H E R I T A G E .

Conceptualization

MY L A N A N D T R O N G P L A N N E D T O H O L D A V I E T N A M E S E T R A D I T I O N– S T Y L E W E D D I N G . H O W EVER, THE Y A L S O W I S H E D T O I N F U S E A T R A D I T I O N A L , S O P H I S T I C A T E D , A N D T I M E L E S S E L E M E N T TO THE D E S I G N T O R E P R E S E N T T H E I R A M E R I C A N I N F L U E N C E S A S W E L L . T H E D E S I G N W O U L D BE A HA R M O N I O U S F U S I O N O F W E S T E R N M O D E R N I T Y W I T H S O U T H E A S T A S I A N T R A D I T I O N .

Execution

I M A D E S P E C I F I C D E S I G N C H O I C E S B Y C H O O S I N G A L O V E L Y A N D S O P H I S T I C A T E D B R O W N L INEN CH O C O L A T E E N V E L O P E W H I C H O P E N S T O R E V E A L A S I M P L E Y E T M O D E R N I N V I T A T I O N W I TH A PO E T I C T Y P E T R E A T M E N T L E T T E R P R E S S E D . I T A L L O W S T H E G U E S T O P E N I N G T H E I N V I T A T I ON A GLI M P S E O F T H E T A C T I L E A N D V I S U A L E X P E R I E N C E T H A T M Y L A N A N D T R O N G ’ S W E D D I N G DAY WI L L E N T A I L . E A C H I N V I T A T I O N I S C U S T O M A N D I N C L U D E S A D I E C U T S I D E P O C K E T F O LDER ENC L O S U R E , W H I C H H O L D S A R S V P C A R D A S W E L L A S A T E A C E R E M O N Y C A R D .

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G r a p h i c W i t ............................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A B I E N B A R R A L

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Designers are meant to be loved, not to be understood.

Hair Ca re P a c k a g e D E S I G N ( GÄE L )

11 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W I N T E R 2 0 1 0 C l i e n t ................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G Ä E L H A I R C A R E A u d i e n c e .......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M E N , W O M E N C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C L I E N T F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B R A N D I N G , P A C K A G I N G I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . H I G H – E N D B E A U T Y P R O D U C T S T y p e f a c e s ......................................................... H E L V E T I C A , A K Z I D E N Z G R O T E S K M a t e r i a l s ......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . G L A S S , B R U S H M E T A L P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B L U E , G R E E N , C R E A M

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Vision

TO DESIGN PACKAGES FOR GÄEL HAIR CARE PRODUCTS WHICH WAS INTRODUCED TO THE SW E D I S H M A R K E T I N 2 0 0 9. T H E B R A N D H A S E X H I B I T E D U N P A R A L L E L E D G R O W T H A N D I S NOW A W E L L – E S T A B L I S H E D P R E M I U M B R A N D I N T H E S C A N D I N A V I A N M A R K E T , O N E O F T H E MOST CO M P E T I T I V E H A I R C A R E M A R K E T S I N T H E W O R L D .

Conceptualization

IN 2 0 0 9 T H E F I R S T F E W GÄE L H A I R C A R E P R O D U C T S W E R E I N T R O D U C E D O N T H E S W E DISH MA R K E T . W H A T M A K E S T H E B R A N D U N I Q U E A N D I N T E R E S T I N G I S S I M P L I C I T Y A N D F U N C TION IN P E R F E C T H A R M O N Y W I T H H I G H Q U A L I T Y A N D I N N O V A T I O N . T H E S E C O N C E P T S A R E ALSO EX E M P L I F I E D I N T H E F U N C T I ON A L Y E T A E S T H E T I C A L L Y P L E A S I N G P A C K A G I N G . W I T H THIS IN M I N D , T H E C H A L L E N G E W A S T O C R E A T E A S I M P L E , Y E T E D G Y A N D H I G H L Y F A S H I O N ABLE DE S I G N T H A T G A R N E R ’ S A T T E N T I O N A N D H A S P E O P L E T A L K I N G A B O U T T H E P R O D U C T .

Execution

TH E D E S I G N A P P R O A C H W A S A M O D E R N I N T E R P R E T A T I O N T H A T R U N S P A R A L L E L T O F A S H ION – UN D E R S T A T E D , E L E G A N T T Y P O G R A P H Y A N D F R O S T E D G L A S S B O T T L E S . T H E L I Q U I D C O L O R WAS CA R E F U L L Y C H O S E N B A S E D O N T H E A C T I V E I N G R E D I E N T S A N D T H E T E C H N O L O G Y S U C C E SS OF GÄE L P R O F E S S I O N A L H A I R C A R E . E A C H C O L O R M I M I C S T H E E X T R A C T S O F V A L U A B L E P R O T EINS AND MINERALS FROM SEA ALGAE SUCH AS ENTEROMORPHA COMPRESS, HIMANTHALIA ELONGATA, RHODOPHYCEA, AND CHONDRUS CRISPUS. THE COMBINATION OF THESE ALGAE AL S O I N F L U E N C E D T H E D E S I G N O F T H E P A C K A G I N G .

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GAEL H A I R C A R E

I N G R E D I E N T S A Q U A , S O D I U M L A U R E T H S U L F AT E , G LY C E R E T H - 2 C O C O AT E , C O C A M I D O P R O P Y L B E TA I N E , G LY C E R I N E , P E G - 4 R A P E S E E D A M I D E , S O D I U M C H L O R I D E , P A R F U M , H Y D R O X Y P R O P Y L G U A R H Y D R O X Y P R O P Y LT R I M O N I U M C H L O R I D E , P H E N O X Y T H A N O L , H I M A N T H A L I A E L O N G ATA E X T R A C T, E N T E R O M O R P H I A C O M P R E S S A E X T R A C T, C I T R I C A C I D , M E T H Y L PA R A B E N , S O R B I C A C I D , A L P H A I S O M E T H Y L I O N O N E , B E N Z Y L S A L I C Y L AT E , B U T Y L P H E N Y L M E T H Y L P R O P I O N A L .

7

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NORMAL HAIR CONDITIONER 013OZ 400ML

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NORMAL HAIR SHAMPOO 400 ML 013 OZ

I N G R E D I E N T S A Q U A , S O D I U M L A U R E T H S U L F AT E , G LY C E R E T H - 2 C O C O AT E , C O C A M I D O P R O P Y L B E TA I N E , G LY C E R I N E , P E G - 4 R A P E S E E D A M I D E , S O D I U M C H L O R I D E , P A R F U M , H Y D R O X Y P R O P Y L G U A R H Y D R O X Y P R O P Y LT R I M O N I U M C H L O R I D E , P H E N O X Y T H A N O L , H I M A N T H A L I A E L O N G ATA E X T R A C T, E N T E R O M O R P H I A C O M P R E S S A EXTRACT, CITRIC ACID, METHYLPARABEN, SORBIC A C I D , A L P H A I S O M E T H Y L I O N O N E , B E N Z Y L S A L I C Y L AT E , B U T Y L P H E N Y L M E T H Y L P R O P I O N A L .

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Designers have a dual duty; contractually to their clients and morally to the later users and recipients of their work.

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Hans Hรถger

Selected We b S i t e D E S I G N (F O R

VA R I O U S

C L I E N T S )

12 Project

D a t e ................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A L L 2 0 0 9 C l i e n t ................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V A R I O U S A u d i e n c e .......................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . M E N , W O M E N C o n t e n t ............................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . P R O V I D E D B Y T H E C L I E N T F o r m a t .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . W E B D E S I G N I n s p i r a t i o n s ................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F A S H I O N W E B S I T E S T y p e f a c e s ......................... . . . . . . . . . . . . . . . . . . . H E L V E T I C A , H E L V E T I C A N U E , A V E N I R P a l e t t e .............................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B L A C K , G R A Y , O R A N G E

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Vision

MY V I S I O N W A S T O D E S I G N U S E R F R I E N D L Y A S W E L L A S V I S U A L L Y A P P E A L I N G W E B S I T E S FOR EA C H O F T H E S E C L I E N T S T O P R O M O T E T H E I R B U S I N E S S .

Conceptualization

KIEN HOANG DESIRED A WEBSITE THAT EXEMPLIFIED A MODERN, EDGY YET CLASSIC DESIGN. INS P I R A T I O N S A R R I V E D F R O M T H E S I M P L I C I T Y O F F A S H I O N D E S I G N E R S S U C H A S R I C K O WENS, PH I L L I P L I M A N D M A R C J A C O B S , W H I C H A L S O R E F L E C T E D K I E N ’ S P E R S O N A L I T Y . U M B R ELLA SA L O N H A S B E E N I N T H E H A I R I N D U S T R Y S I N C E 1 9 9 9. W H A T M A K E T H E S A L O N U N I Q U E AND INT E R E S T I N G I S T H E C R E A T I V I T Y A N D I N N O V A T I O N F R O M E A C H O F T H E S T Y L I S T S , A S W E LL AS TH E M E T I C U L O U S L Y D E C O R A T I O N A N D D E S I G N O F T H E S A L O N I T S E L F . W I T H T H I S I N M I N D , THE CH A L L E N G E W A S T O C R E A T E A S I M P L E , Y E T E D G Y A N D H I G H L Y F A S H I O N A B L E D E S I G N THAT REF L E C T S T H E L U X U R I O U S T R E A T M E N T P R O V I D E D A T T H E S A L O N .

Execution

IN O R D E R T O A C H I E V E T H E R I G H T L O O K A N D F E E L F O R K I E N , I C H O S E T O D E S I G N A M O D E R N YET SIM P L E W E B S I T E T O S H O W C A S E H I S W O R K . I A D D E D A T O U C H O F O R A N G E T O A D D C O L O R AND DIM E N S I O N T O T H E M O N O C H R O M A T I C P H O T O G R A P H Y O F H I S W O R K . T H E C R E A T I O N O F THIS WE B S I T E H A S I N C R E A S E D R E V E N U E F O R T H I S U M B R E L L A S A L O N B Y 2 0 % E A C H Y E A R . T H E F INAL EX E C U T I O N W A S S I M P L E W I T H A H I G H - E N D V I B E C R E A T E D T H R O U G H T H E F L A S H A N I M A TION SPE C I F I C A L L Y C H O S E N F O R T H E W E B S I T E . T H E W E B S I T E W A S C R E A T E D T O P R O M O T E M Y SELF AS A F R E E L A N C E D E S I G N E R , H I G H L I G H T I N G P R E V I O U S P R O J E C T S A N D M Y A R E A S O F E X P E R TISE. I W A N T E D A M I N I M A L I S T D E S I G N A N D T H E W E B S I T E T O B E C O M P A T I B L E A C R O S S M O BILE DE V I C E S , I . E . , S M A R T P H O N E S A N D T A B L E T S . T H E P H O T O G A L L E R Y W A S C R E A T E D I N J Q UERY AN D O T H E R P A G E S W E R E P R O G R A M M E D I N P H P .

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ACKNOWLEDGEMENTS T h a n k y o u ................................................... f o r y o u r s u p p o r t

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and guidance

THE TRAN FAMILY MARY SCOTT PHIL HAMLETT JENNIFER STERLING AYA AKAZAWA JOANNE SEAVEY–HULTQUIST MAX SPECTOR CAROLINA DE BARTOLO THOMAS MCNULTY HUNTER L. WIMMER VINETA GRUBE SHANNON MIKUNI DANYA WINTERMAN AUSTIN VHO PAGET NORTON MONIQUE PHAM LYLYAN LI KATHERINE NIEH JOLENE SMITH FERNANDO JOFFRE DAWN BUSSEY EVELYN ROMERO SHALINI SINGH TIMOTHY CHING MIKE ZEHDER LIEU DO TIMOTHY TRAN KIEN HOANG ANTHONY HUYNH HENRY WONG MOLLY FEZELL KEN DANH JOAN ESCOVER PAT RAMOS QUINNIE TRAN THOI TRINH THAO NGUYEN

Contact DANIEL TRAN, DESIGNER 415.990.8536 INFO@DANIELTRAN.COM WWW.DANIELTRAN.COM D at e SPRING 2011 Ty p e f a c e s ITC BASKERVILLE, CELESTE LETTER GOTHIC, HELVETICA Materials FINCH FINE 100# TEXT FOIL STAMPING ARRESTOX BOOKCLOTH Format BOOK, WEBSITE, POSTCARDS, STATIONERY Inspirations FASHION PUBLICATIONS Instructor MARY SCOTT SCHOOL OF GRAPHIC DESIGN ACADEMY OF ART UNIVERSITY 79 NEW MONTGOMERY SAN FRANCISCO, CALIFORNIA Printer ANDRESEN SAN FRANCISCO 601 20TH STREET SAN FRANCISCO, CALIFORNIA 415.421.2900 Bindery THE KEY BINDING 5851 OCEAN VIEW DRIVE OAKLAND, CALIFORNIA 510.595.3311

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