PAGES BY PAIGE
Paige Pei Chun Hsu, mfa
PAGES BY PAIGE
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
PAGES
004
Lighting Up the Joy The Evolution of the Ideal Brand
028
Over the Rainbow Repackaging of Colored Pencils
042
On the Road Discover Urban Secrets
054
Waking the Senses A Great Taste in Coffee Table Books
064
Around the Circle Fun With Volleyball
076
Hear Here Glittering Music Brighter Than the Sun
088
Singular Serendipity Nora Ephron Film Festival
1 18
Facing Type The Polished Ocean Sans
132
Number Jungle The Jane Goodall Institute Annual Report
154
Buy the Way Buy for Me with This App
168
MFA Thesis—Common Direction Guided Tour to the Future
PAGE
001
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
INTRO
INTRO
My portfolio, Pages By Paige, is obviously inspired by my English name, Paige, which came from my Chinese name, Pei Chun, because they sound alike. Design happens in many different mediums, most often on pages. From book pages to web pages, from the printed page to the virtual network, designers communicate and display their work. My portfolio opens new chapters on design and expresses my dedication, spirit and passion for design.
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002
003
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
01
The Evolution of the Ideal Brand
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004
005
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse The Nature of Identity Instr uctor Hunter Wimmer Yea r 2014 Timef ra me 13 weeks Categor y Identity Print Editorial
Object ive Choose a dead, dying, or defunct brand and breathe new life into it. Based on the core meaning of the brand soul, reposition and expand it. Design a series of products, services, or events within the theme of the new identity system.
Approach The brand Ideal was famous for producing toys for children in the 1960s and 1970s. I kept the energetic and playful spirit and expanded it to overall services, infusing play and learning with inspiration and allowing children to have joyful experiences. I created a playful visual system and used five colors to differentiate services. I used the light bulb as the main visual concept to bring back the joyful moment of play that Ideal represented in the past.
MFA P O R T F O L I O
BRIGHTEN THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10
PAGE
007
007
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
008
009
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 10
0 11
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 12
0 13
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 14
0 15
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHT UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 16
0 17
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 18
0 19
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
020
021
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
022
023
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHT UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
024
025
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
LIGHTING UP THE JOY
THE E VOLUTION OF THE IDE AL BR AND
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
026
027
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE RAINBOW
02
Repackaging of Colored Pencils
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028
029
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Package Design 2 Instr uctor Michael Osborne Yea r 2014 Timef ra me 4 weeks Categor y Identity Print Package
Object ive To design a new logo and packaging for 36 colored pencils for the brand Spectrum. We were to identify and appeal to new target audiences. In addition to the visual style, we had to consider the structure of the package and make it functional and practical.
Approach I identified my target audience as 8 to 10-year-old children who like to draw and apply colors. I came up with a structure so that children could easily take out and put the colored pencils back even when they got shorter. The logo was made with an illustration of Spectrum colors radiating from a pencil point.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE R AINBOW
REPACK AGING OF COLORED PENCIL S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
032
033
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE R AINBOW
REPACK AGING OF COLORED PENCIL S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
034
035
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE R AINBOW
REPACK AGING OF COLORED PENCIL S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
036
037
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE R AINBOW
REPACK AGING OF COLORED PENCIL S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
038
039
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
OVER THE R AINBOW
REPACK AGING OF COLORED PENCIL S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
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0 441 0
0 41
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
ON THE ROAD
50˚N
40˚N
30˚N
20˚N
10˚N
0˚
10˚S
03 20˚S
Discover Urban Secrets
30˚S
40˚S
100˚E
110˚E
120˚E
130˚E
140˚E
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042
043
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Composition Instr uctor Andrew Loesel Yea r 2013 Timef ra me 4 weeks Categor y Identity Print
Object ive Design a series of three book covers to represent a reissue from a publisher. Each selected title should be different to give individuality to the books— however, they all need to have some grounding elements to tie them together. Each front cover design should reflect the essence of the book, giving the reader a hint of the book.
Approach I chose to redesign the covers of guidebooks published by Phaidon. The set I chose included three Asian cities: Taipei, Tokyo and Bangkok. Since I am very familiar with these cities, I expressed their characteristics by illustrating the letters of each city name with their famous representative attractions. As background, I used patterns that suited the cities best.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
ON THE ROAD
DISCOVER URBAN SECRE TS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 447 6
0 47
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
ON THE ROAD
DISCOVER URBAN SECRE TS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
048
0 49
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
ON THE ROAD
DISCOVER URBAN SECRE TS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 551 0
0 51
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
ON THE ROAD
DISCOVER URBAN SECRE TS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
052
053
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
WAKING THE SENSES
04
A Great Taste in Coffee Table Books
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054
055
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Composition Instr uctor Andrew Loesel Yea r 2013 Timef ra me 4 weeks Categor y Identity Print Editorial
Object ive Pick a coffee table book to redesign that has all the necessary components, such as text, captions, titles, subtitles, and large images than can be scanned at hi-res, like coffee table books. Redesign the cover and some sample spreads.
Approach I chose the book The Blue Coffee Craft of Coffee. I used real coffee beans to create the shape of the bottle to show the feeling of craft on the book cover. In the book layouts I used bright colors and illustration to differentiate the chapters.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
WA K ING THE SENSES
A G R E AT TA S T E I N C O F F E E TA B L E B O O K S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
058
059
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
WA K ING THE SENSES
A G R E AT TA S T E I N C O F F E E TA B L E B O O K S
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
060
0 61
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
WA K ING THE SENSES
A G R E AT TA S T E I N C O F F E E TA B L E B O O K S
PAGE
062 3
063
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
AROUND THE CIRCLE
05
Fun With Volleyball
PAGE
064
065
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Experiments Instr uctor Stanley Zienka Yea r 2014 Timef ra me 4 weeks Categor y Typography Print Editorial
Object ive Choose an ordinary activity you do often and document it visually and in writing, then design a booklet around it.
Approach I decided to record playing volleyball, which is my favorite exercise. I used small icons for the bottled water level, and heart beat rate to indicate how the game was going. I divided chapters according to different actions to introduce how the game works.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
AROUND THE CIRCLE
FUN WITH VOLLE YBALL
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
068
0 69
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
AROUND THE CIRCLE
FUN WITH VOLLE YBALL
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
070
071
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
AROUND THE CIRCLE
FUN WITH VOLLE YBALL
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
072
073
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
AROUND THE CIRCLE
FUN WITH VOLLE YBALL
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0 74
075
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
HEAR HERE
06
Glittering Music Brighter Than the Sun
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0 76
077
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Experiments Instr uctor Stanley Zienka Yea r 2014 Timef ra me 5 weeks Categor y Typography Print
Object ive Choose a song and make a poster for it. Work with a projector and its projection of different materials to create the images that will be used on the poster.
Approach “Brighter Than the Sun� is a song that expresses a feeling of passion and energy. I used gold and yellow to show the feeling of power and confidence. I played with lights and projection to create several layers in order to enrich the energetic movement.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
HE AR HERE
GLIT TERING MUSIC BRIGHTER THAN THE SUN
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
080
081
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
HE AR HERE
GLIT TERING MUSIC BRIGHTER THAN THE SUN
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
082
083
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
HE AR HERE
GLIT TERING MUSIC BRIGHTER THAN THE SUN
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
084
085
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
HE AR HERE
GLIT TERING MUSIC BRIGHTER THAN THE SUN
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
086
087
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGULAR SERENDIPITY
07
Nora Ephron Film Festival
PAGE
088
089
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Integrated Communication Instr uctor Christopher Morlan Yea r 2014 Timef ra me 13 weeks Categor y Identity
Package
Editorial
Environmental Graphics
Object ive Create an imaginary film festival for a film director who has made a series of movies that share a single concept or thread. Extract a theme around this thread, taking into account graphic style, photography, and tone. From these elements create a system of deliverables that promote the festival and introduce the director at the same time.
Approach I chose the director Nora Ephron, and the festival represented her most alluring films: This is My Life (1992), Sleepless in Seattle (1993), You’ve Got Mail (1998), and Julie and Julia (2009). The thread running through these films is: “Living in a big city, she’s an opinionated, sometimes confused, perseverant modern woman looking for the missing connection. Stumbling through coincidences, often humorous events and twists, she ultimately finds the one who has been right in front of her all along.” All visual execution was based on the theme of encounter, and the illustration of romance. I also used red hand drawn lines to focus on the moment of meeting.
MFA P O R T F O L I O
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10
PAGE
091
091
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
“Above all, be the heroine of your life, not the victim.” Nora Ephron (May 19, 1941–Ju ne 26, 2012) An American journalist, essayist, playwright, screenwriter, novelist, producer, director, and blogger. Ephron is best known for her romantic comedies and was nominated three times for the Academy Award for Best Writing: for Silkwood, When Harry Met Sally..., and Sleepless in Seattle. She won a BAFTA Award for Best Original Screenplay for When Harry Met Sally.... She sometimes wrote with her sister Delia Ephron. Her last film was Julie & Julia. She also co–authored the Drama Desk Award–winning theatrical production Love, Loss, and What I Wore. In 2013, Ephron received a posthumous Tony Award nomination for Best Play for her play Lucky Guy.
MFA P O R T F O L I O
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
092
093
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 94
095
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
0 96
097
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
098
099
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
10 0
10 1
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
10 2
10 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
10 4
10 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
10 6
10 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
10 8
10 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
110
111
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
112
113
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
114
115
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SINGUL AR SERENDIPIT Y
NOR A E P HR ON F IL M F E S T I VA L
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
116
117
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING TYPE
08
The Polished Ocean Sans
PAGE
118
119
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Composition Instr uctor Andrew Loesel Yea r 2013 Timef ra me 4 weeks Categor y Identity Print Editorial
Object ive Choose a typeface that is offered through Monotype Imaging and design a type specimen booklet around it. Take into account the characteristics and personality of the typeface, allowing them to inspire the story and visuals.
Approach Every typeface has its own characters showing its personality. By comparing it with other similar typefaces and displaying its details like the strokes and curves, I presented the unique features of “Ocean Sans.” I focused on its characteristics and showed some typesetting examples to appeal to potential users.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING T Y PE
THE POLISHED OCE AN SANS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
12 2
12 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING T Y PE
THE POLISHED OCE AN SANS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
12 4
12 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING T Y PE
THE POLISHED OCE AN SANS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
12 6
12 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING T Y PE
THE POLISHED OCE AN SANS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
12 8
12 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
FACING T Y PE
THE POLISHED OCE AN SANS
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
13 0
13 1
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
09
The Jane Goodall Institute Annual Report
PAGE
13 2
13 3
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Type Systems Instr uctor Tim Carpenter Yea r 2013 Timef ra me 13 weeks Categor y UX/UI Print Editorial
Object ive Design an annual report for a publicly owned business. The annual report should work with the brand’s current identity and branding guidelines. Come up with a concept and develop it into a visual system to be carried out throughout the book’s text, photo style and info graphics.
Approach The Jane Goodall Institute is an international nonprofit that empowers people to make a difference for all living things. To manifest the soul of the organization, the design direction is simple, joyful and enthusiastic. The color palette is friendly and harmonious, enhancing the institute’s hopeful personality. Colors were used to differentiate the chapters. The type settings were designed to strictly follow grids, which reflects the down to earth spirit of the institute. The color stripes show how the institute closely interacts with nature and promotes peaceful coexistence with the animal world.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
13 6
13 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
13 8
13 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PAGE
14 0
141
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
14 2
14 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
14 4
14 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
14 6
147
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
14 8
14 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
15 0
151
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
NUMBER JUNGLE
THE JANE GOODALL INSTITUTE ANNUAL REPORT
PAGE
15 2
15 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
BUY THE WAY
10
Buy For Me with This App
PAGE
15 4
15 5
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse The Nature of Interaction Instr uctor Todd Schulte Yea r 2014 Timef ra me 13 weeks Categor y Identity UX/UI
Object ive Develop a unique and well-considered IOS app for urban San Franciscans aged 21-25 that leverages at least three native iPhone functions. The challenge was to craft a thoughtful and engaging user experience, working within the constraints for designing mobile touch interfaces.
Approach Buy the Way is an app designed for people who want to buy international merchandise by way of friends who are traveling in countries abroad. The goal was to build a platform where people could buy things at a lower price. To distinguish four main functions—buy, shop, sell and share—I used four different colors. To assure convenience, the design focused on clarity, simplicity and making sure the call to action was not lost in the experience.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
BU Y T HE WAY
BUY FOR ME WITH THIS APP
PROJECT 01 02 03 04 05
BuytheWay
06 07 08 09 10 MFA THESIS
PAGE
15 8
15 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
BU Y T HE WAY
BUY FOR ME WITH THIS APP
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
16 0
161
PA G E S B Y PA I G E
BuytheWay
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
12:24 AM
98%
BuytheWay
12:24 AM
98%
BuytheWay
BuytheWay
SHOP User Name
BUY
SELL
Password Remember me Forget Password?
SHARE
Skip it
Sign up with Sign up with Email
Travelers
Search
Post
Notification
MFA P O R T F O L I O
Profile
Log in
BU Y T HE WAY
BUY FOR ME WITH THIS APP
PROJECT 01 02 03 04
SELL
BUY
SELL 05
Off
06
Upload a photo
Upload a photo
07
Categories
Belonged Country
Belonged Country
Brand
Brand
Wanted DateA
Available DateA
ccepted Price
Post
Notification
Profile
Description Travelers Post etc.) (size / colorSearch / material,
10
Search
ccepted Price
Related Link
Related Link
Travelers
09
Product Name
Categories
08
Product Name
Notification
Profile
MFA THESIS
PAGE
16 2
16 3
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
SHOP Selling
Tory Burch Tote
Wished
News 12 04
Total price:
Seller: Edith
535 US
Jer
Tory Burch Tote
04 10
551 SD
x1.03%=
PAYMENT
USD
Name
Name
Address 1
Street
Address 2
APT
City
City
State
State
Zip Code
Zip Code
Phone
Phone
535
Edith
USA Edith
Tory Burch Tote
535 USD 04 24
10 12
Tory Burch
Saffiano leather. Magnetic snap closure at center. Tubular top handle with 4.5” drop. Name for Tory’s parents—Buddy and Reva Robinson—it’s a modern classic. This bag is gorgeous. New for this season. Comment
Pa
07
Following
68
Followers
04
Sell 21
LV Messenger Bag1750 USD
Liked
18
Tiffany Necklace
Jennifer
240 USD 04 09
SHIP TO Name on Card
15th Nov
Size: 8.6”H x 12.5”W x 4.8”D
Place Order
MFA P O R T F O L I O
Travelers
Search
Post
Notification
10 01
Profile
Joan:
I am interested in this tote. Do they offer other colors?
Edith:
They only have this color now.
Travelers
Buy it now
Search
Post
Notification
Profile
Travelers
Search
Pos
BU Y T HE WAY
PROJECT 01 02 03 04 05 06 07 08
Jerry
SHARE
09
rry
10
Taipei
02
Buying
01
Sharing
Taipei
Paris
07
Following
68
Followers
04
Selling
02
Buying
01
Sharing
I found a discount!
09
Giant Bicycle
925 USD
MFA THESIS
4
ling
I’m going to travel!
Followed
Followed
aris
st
BUY FOR ME WITH THIS APP
Something to share!
Jerry is traveling to Taipei from 11/11 2015 to 11/15 2015
12
Notification
Profile
Travelers
Search
Post
Notification
Profile
Travelers
Search
Post
Notification
Profile
PAGE
16 4
16 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
BU Y T HE WAY
BUY FOR ME WITH THIS APP
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
16 6
167
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
MFA
Guided Tour to The Future—MFA Thesis
PAGE
16 8
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PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ou rse Directed Study Instr uctor Phil Hamlett, Jeremy Stout, Bob Slote, Antony Jagoda Yea r 2013–2015 Timef ra me 2 years Categor y Identity
Interaction
Editorial
Web
Package Object ive To help Taiwanese high school students explore their own minds and their interests, and to inform them about potential career options, so that they can communicate clearly with their parents and find common ground to discuss future directions.
Approach Since teenagers are interested in surfing the web and playing games, I came up with a website guiding students and their parents to take a visual personality test to let them discover who they are, and a board game to let students learn about the lifestyles of people in different occupations. With this, they can think about what kind of lives they want in their future.
MFA P O R T F O L I O
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
17 2
17 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT
Back grou nd In Taiwan, there is a strict belief that studying hard can improve the quality of life in the future. Parents tend to think academic performance is essential to their children’s future development, and some parents do believe that
01
competitive academic study is the only way to succeed. Compared to the educational system in the United States, students have to choose a major
02
track much earlier, as early as senior high school. By the time they reach college at eighteen, students don’t often know what to choose and how it will
03
affect their lives. Therefore, most students chose majors driven by their GPA or the scores they receive in the college entrance examination, or by parents’ expectations, but not by their interests or talents. Students blindly
04
put most of their efforts into intense study but lack the opportunities to think about what they really want to do with their lives. Getting high scores and
05
getting into a good college are the main goals for high school students. Problem
06
The working environments have changed a lot between generations. Educational level was the most important qualification for our parents’ generation;
07
however, it isn’t that crucial nowadays in Taiwan. Due to the change in the work force, the education level is no longer a guarantee for getting a good job. But
08
parents in Taiwan still push their children toward a strict academic education. Children in Taiwan experience extreme stress related to their schoolwork. According to the Taiwan Education Panel Survey (TEPS), more than 80% of
09
high school students attend “cram school” after regular school hours in order to strengthen their exam preparation. The exam-oriented educational system
10
kills the students’ creativity and turns schools into factories. Students study so hard in high school, but lack the motivation to study. In Taiwan they don’t
them limited opportunities to explore future possibilities. They don’t have a clear understanding about majors and how their choices will affect their future. Therefore, they tend to choose majors that meet parents’ expectations or are based on test scores even though they don’t like the field. Unfortunately, parents rarely understand what their children’s interests are—those kinds of conversations seldom happen within families. Also for students who chose majors on their own, around one quarter preferred majors that did not match their parents’ expectations. This evokes family conflicts. In Taiwan, high school students waste their time and efforts studying subjects that they are not fit for or they do not like; parents worry about their children’s future lives, and the society wastes a lot of educational resources.
PAGE
174
17 5
MFA THESIS
know why they need to study, and then they lose interest in learning. After they graduate, they do not know what to do because family and school has given
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
Re sea rch What are the realities for the whole family? The college graduation rate is 88% now. Not only is the college graduation rate increasing, but also the unemployment rate. That means “degree inflation” is happening in Taiwan now, and educational levels no longer guarantee one gets a good job. However, parents in Taiwan still overemphasize academic performance regardless of its effect on their children. Parents even have some preferred “success” majors that they want their children to choose, such as medicine, accounting, and business. However, are those students really happy? According to the survey from the Taiwan Ministry of Education in 2014, 27% of high school students chose schools depending on their grades, and only 22% of students chose majors depending on their interests. However, 53.5% of graduates from university in Taiwan do not work in jobs related to their majors due to the fact that they are not interested in those fields. They are not happy about what they are doing now, and wish they could have made better choices based on what they really wanted. They felt they wasted time doing things they may not be interested in but didn’t have the courage to change career paths because they had devoted so much time and effort to it.
MFA P O R T F O L I O
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
176
17 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
To stimulate students’ interest in exploring their personalities and learning
PROJECT
Goa l
more about themselves on their own. To afford more opportunities for students to access the future careers in their early school years. 01
W hat is C ommon Direct ion? 02
Common Direction is an organization guiding teenagers to learn more about themselves and providing chances for them to explore and understand more
03
about future potential careers. In this way, students and their parents can find a common ground about future directions.
04
W hy a website a nd a boa rd g a me? The computer has become an essential tool in the last few decades. Teen-
05
agers nowadays are more interested in surfing online, and they like to get information immediately. They search, read, share, and exchange all
06
kinds of information on the internet. Therefore, a website might be the most appealing media for them. Teenagers also like to play games and enjoy having fun with their friends or classmates. Since high schools in Taiwan
07
encourage teachers to use card games or other tools as teaching material, I found that using board games is a great way to support teaching in class.
08
Students also love to learn and have fun at the same time.
09 10 MFA THESIS
PAGE
17 8
17 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PAGE
18 0
18 1
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PAGE
18 2
18 3
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
C ommon Direct ion Website On the website, we help students to learn more about themselves, and to find a common ground for discussion with their parents about future careers success and direction. Personality tests are a good way to let students become more acquainted with themselves. I visualized the questions and made them into an interactive journey closer to students’ daily situations. After getting through the test, the outcome gives the students a framework to understand what kind of people they are and what potential careers they might be best suited for. It is a structured beginning for students to explore themselves. It is important to let them know that everyone has their own potential talents.
MFA P O R T F O L I O
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
18 4
18 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
18 6
18 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
18 8
18 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
The game has two versions: One is a table top version for 2-5 people in
PROJECT
Boa rd Ga me —Work St yle s
school or for a family. Its aim is to facilitate a better and deeper conversation within a small group. If a child knows what they want to do clearly, 01
they will feel empowered to let their voice be heard. Another is a classroom version for around 20-40 people, for example, a whole class, to
02
support the teacher in guiding students. There are many essential factors in choosing a career path, such
03
as interests, values, talents, and also lifestyle. I want to give students ideas about what jobs and choices are out there. Through the process of playing the game, students will think about and guess the lifestyles
04
based on their impression of the jobs. They will learn about more careers, and start to think about what kind of lives they want to live, and see if
05
those jobs really are like what they expect.
06 07 08 09 10 MFA THESIS
PAGE
19 0
19 1
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
19 2
19 3
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
194
19 5
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
19 6
19 7
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
19 8
19 9
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
200
201
PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
User Test ing I went back to Taiwan and visited two high schools for two weeks doing user testing. Most students in classes felt interested in doing the personality test and playing the game. They learned about some careers they had never heard of before. They gave me lots of feedback and suggestions about the jobs they would like to know about or what would make the game more helpful and appealing.
MFA P O R T F O L I O
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
PROJECT 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
202
203
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
COMMON DIRECTION
GUIDED TOUR TO THE FUTURE
T he Fut u re After beta testing the website and board game with students, I further refined teachers in schools led to our thinking about publishing these cards in the near future. Only when these deliverables are actually used by students can we
PROJECT
the website and revised the game cards. Discussions with several consultant
make a difference in the Taiwanese educational system. 01 02 03 04 05 06 07 08 09 10 MFA THESIS
PAGE
204
205
PA G E S B Y PA I G E
MFA P O R T F O L I O
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
THANK YOU
THANK YOU Dea re st Mom, Dad a nd Ju ne Thank you for supporting me all the way through chasing my dream in San Francisco, and always encouraging me and cheering me up. Without your unconditional love, I couldn’t be who I am now. A AU Instr uctors Thank you for teaching and leading me through the journey of becoming a graphic designer, and for all the support and encouragement. Especially to Mary Scott, Phillip Hamlett, Hunter Wimmer, Jeremy Stout, Anthony Pagoda, Brian Toth, Bob Slote, and Michael Kilgore. Cla ssmate s a nd f riend s Thank you Vivi, Jolin, Vanessa, Zoe, Carrie, Lea, Iris, Pear, Cherry, Aum, Rehab and Sami. Meeting and working with you guys has been a wonderful experience. I am glad that we finally got through all the processes together and learned a lot from each other. Especially thanks to Ziv, Valerie, and Derek— you are my best companions here. Love you guys always! BATS a nd X D vol le yba l l tea m members Playing volleyball with you guys is the most exciting and relaxing moment after those busy hours of design. Thank you all for accompanying me on the court and making me more energetic, and sharpening my mind. A my, Julia, Chih Hsin, K ai-Yin, Pauline, Edith, Liz, K athy, Judy, and Sara h I am so lucky to have you guys as my roommates and sisters in the US. Thank you for taking care of me all the time, so I could focus on my projects and design work. You are like my family in the US. I won’t forget the days we lived and hung out together. Grace, Yu Ting, Kuo, Peter, L emon, Stanley, Ching-Hsuan, and Chiu-Hung You guys are all my best supports from Taiwan, who have guided and accompanied me through all the happiness and sadness. Thank you for being awesome friends. Jerr y, Br ya n a nd e specia l ly Roy Thank you for always being there for me even though you are far away from here. You all taught me how to love and be loved. I will cherish those great memories and your sincere support, and I will keep doing well. No matter what happens, I will always treasure your friendship.
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PA G E S B Y PA I G E
S E L E C T E D W O R K S O F PA I G E P E I C H U N H S U
School Academy of Art University St udent Paige Pei Chun Hsu Instr uctor Mary Scott C ou rse Portfolio Tit le of Book Pages By Paige Photography Paige Pei Chun Hsu Binder y The Key Print ing Giant Horse Text Stock 100# Finch Ty peface Adobe Garamond, Din, Gotham Sof t wa re Adobe Photoshop, Illustrator, Indesign
p aigeh su.com 415.583.5676 gr e enp ei 0121@ gmail .com All the works in this book were hypothetical projects and made for educational purposes. Š 2015 Paige Pei Chun Hsu. All Rights Reserved. Not part of this publication can be reproduced without express permission from Paige Pei Chun Hsu.
MFA P O R T F O L I O