unjustified
MFA portfolio Po Chun Chang
“There ain’t no rules around here. We’re trying to accomplish something.” — THOMAS EDISON
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MFA portfolio Po Chun Chang
introduction Design is unjustified. People tend to justify their work. Design can’t be justified, because design always has right and wrong at the same time. Design indeed has certain principles, however breaking the rules is allowed. That’s why design is interesting to me.
table of contents
project 01 Cruel & Unusal Movies
project 02 Gallows Without Humor
project 03 A Delight For The Hardcore Pickle Lovers
title Even Heroes Die
title To Execute or Not
title Miller’s Deli
page 12–31
page 32–51
page 52–63
project 07 Not The Destination, But The Journey
project 08 Best-known Serial Killer
project 09 Modern Plague
title Time Is Running Out
title Mr. Jack
title Anxiety Holder
page 90–115
page 116–125
page 126–137
MFA portfolio Po Chun Chang
project 04 Safety Doesn’t Happen By Accident
project 05 New Look f Fromage
project 06 Don’t Be Fooled By The Calendar
title 2030 California Driver Handbook
title The Bay Dairy
title Time Is Running Out
page 64–73
page 74–81
page 82-89
project 10 Beverage of Social Lubrication
project 00 Awake Walking
title Social Kitchen & Brewery
title B-aware
page 138-147
page 148–165
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project
page 13
title Even Heroes Die
cruel & unusual movies
course Integrated Communication
overview
date Fall 2010
Snyder. He is an actor, film director, screenwriter, and producer, best known for
instructor Hunter Wimmer
films. He is the co-founder of Cruel and Unusual Films, a production company
Even heroes die: films of Zack Snyder was inspired by America director Zack action/science fiction films. Snyder often uses slow motion in fight scenes in his he created in 2004. strategy In order to communicate the idea of “even heroes die”, which is the idea of this festival. I create an experience of “even though you might be dead, you still have to go down fighting”. By using rusty images of wounds and bold types to develop the heroic visual language. result Festival collateral included chaos survival kit, last will pack, body bag, catalog, DVDs, soundtrack, tickets and schedule.
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title To Execute or Not
Gallows without humor
course Visual Communication
overview
date Spring 2010
a punishment for a crime. Capital punishment has in the past been used by most
instructor Phil Hamlett
abolished it. It is a matter of active controversy in various countries and states,
Death penalty is a legal process whereby a person is put to death by the state as societies currently only 58 nations actively practice it, and 97 countries have and positions can vary within a single political ideology or cultural region. strategy The objective was to choose the topic and develop a unique perspective to present this issue as a book. In this book, I use info graphics, visual graphics, creative ideas, and images to talk about death penalty. We need more people to join this conversation. So the idea is to encourage people to join this conversation. result This book talks about the history of capital punishment, what’s the current situation now and what can we do in the future.
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to execute or not
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title Miller’s Deli
a delight for the hardcore pickle lovers course Package Design 2
overview
date Spring 2011
package. In gathering the information for this package design, the research
instructor Christine George
audiences, choose the appropriate marketplace and use different materials to
This project is to select an existing deli company and redesign their current includes learning about the history of the company, determine the target design graphic applications on 3D structure. strategy To develop the package for Miller’s deli, I create a character as an identity icon and build the whole package line based on this character. The design of these package aim to attract local foodies and anyone who appreciate their local grown food. The idea of Miller’s deli is to giving the customers a friendly and intimate experience. result The whole product line includes Branding, logo, meat package, label, apron, gift pack, a set of sauce and spice packages.
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title 2030 California Driver Handbook
safet y doesn’t happen by accident course Type Systems
overview
date Spring 2010
Book should be designed in A5 format (5.8*8.3inches). It may be color or black
instructor Brendan Callahan
by asking question, picking a year, looking closely at an image, defining a topic,
Generate a book about the future. This future is not hundreds of years away. and white. It should be booklike in length, 64 pages or more, and it may begin or some other technique. strategy As a bicycle commuter, I always wonder what would the traffic be 20 year after. Sometimes. It’s so easy to make me conservative about changes and innovations. Maybe nothing changes when 2030 comes. Therefore I decide to design a driver handbook to imagine what task will drivers will take in the future. result A5 format book includes: cover, photography, illustration, infographics, etc.
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2030 california driver handbook
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title The Bay Dairy
New look of fromage
course Package Design 2
overview
date Spring 2011
round at 6 inches deep. Also an 8” circle 1” thick cut into 6 pieces of pie.
instructor Christine George
a whole pie in a circle.
Create a line of brie cheese. Labels on large round at 10 inches diameter These will be wrapped individually, and put back together like a puzzle create
strategy In order to give the bay diary which is a tradition business a contemporary look, and bring some hints of this local company. I create a visual style of fresh, clean, handcraft and healthy to this brand. result 10” pie package, 8” pie package and segments, mini brie packages.
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title Time Is Running Out
don’t be fooled by the calendar course Experimental typography
overview
date Fall 2010
good for this project. Gather and/or research every idea, emotion, metaphor
instructor Stan Zienka
Develop a rationale for interpreting a piece of music that you feel would be and visual that you associate with the song. strategy We use pieces from our research and use different projectors to compose them onto various surfaces to create more dimensional design solutions. We gather various pieces of paper, metal, etc. We also need to compose them our 2D elements onto our posters, make them live in a more dimensional space. result 18*24 posters
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time is running out
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title Indian Motorcycle
not the destination, but the journey. course Nature of Indentity
overview
date Spring 2011
considered and orchestrated set of elements meant to reach an audience — not
instructor Gaston Yagmourian
of a simple identity system to discover the nuances in the creation of a holistic
In today’s marketplace, a brand is no longer simply a logo, but instead an highly on a visual level — but an emotional one. This class moves beyond the creation brand. Bring this brand to life through the creation of integrated collateral. strategy We refine our own design process by the industry-standard techniques and best-practices explored through out this project. I design the new brand experience by exploring culture; perception; communication theory; symbolism; history; design systems and their application; and the design process, from research to refinement. result This brand revolution transformed Indian motorcycle from classic motorcycle brand into a new life style experience. Indian not only produces motorcycles, but also appreciate the diversity of motorcycle culture and community.
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The simple pleasure
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indian motorcycle
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title Mr. Jack
best–known serial killer
course Pakage Design 3
overview
date Fall 2011
the British Kingdom. Then a shout‌ As another victim falls prey to the notorious
instructor Christine George
any longer 8 investigators come together to try and uncover the mystery of Mr.
1888 Whitechapel District, London. 00:25am. As usual too much fog surrounds Jack the Ripper, as he has been dubbed. Finally, not being able to endure this Jack. The question is: Can they uncover him before he strikes again, even when one amongst them really is the Assassin? 2 players with 8 characters. One of them runs a race against time, to uncover the truth of who the Ripper really is. The other works to escape and deceive everyone from the fact that he is the shadow in the night that strangles these far from innocent women. strategy From my research, board games are usually illustration-heavy. As a designer, I want to create a game that is in a different direction. I make a design that fits 1888 to build the mood for the players, and use as less illustration as possible. The idea is to let the graphic elements and styles to do the story telling. result Game board, tokens, cards, and the outside box package.
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mr. jack
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title Anxiety Holder
modern pl ague
course Experimental typography
overview
date Fall 2010
mentally and physically. These recording is the fuel of our design for a book.
instructor Stan Zienka
We record things we see, hear, touch and smell as we go about our daily routines The book reflect a central theme on our daily observations. strategy Many of our fears are social fears - social anxieties.The feminine hygiene and cosmetics women carry can be seen as defences against social anxiety. But men carry these too - deodorants and breath freshners. Social anxieties seem to be much more gender specific, form the contents of these bags. But the bags and their contents only function to ‘contain’ the anxiety as long as (a) we don’t lose them/have them stolen and (b) others don’t know about their secret contents. result 6*9 soft cover book
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page 139
title Social Kitchen & Brewery
Beverage of social lubrication course Pakage Design 3
overview
date Fall 2011
beer at the crossroad of the neighborhood. Beer’s been around for a long time,
instructor Christine George
beer: their beer is brewed onsite, it’s woven throughout menu, and it’s the
Social is the SF local, the people’s gathering spot for conversation, food and but most of us are just getting to know it. SKB is the perfect place to experience inspiration for everything. strategy To experience beer is not just to brew it or drink it, it’s about enjoying beer with good food and good company. I try to create a friendly experience for people to hang around. So I design not only the identity and package for the brewery, but also some playing cards package. The idea for the playing card is to create opportunities for people to really spend time with other people. result 6 pack carrier, 3 bottle labels, coasters, beer glass, playing card and token kit.
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social kitchen & brewery
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title B-aware
Awake walking
course Thesis project
overview
date Spring 2012
become victims of street crime. My mission is to increase awareness and
instructor Troy alders, Ariel Grey, Liana Lawrance
and self-defense education. B-Aware is a San Francisco based organization
Statistics show that students ages 18-25 are the largest group in U.S. that education within this age group by taking a new approach with crime prevention focused on provide a system of resources to help prevent crime from happening and to be smart if it does. strategy The two reasons of why this age group has the most crime victims in U.S. are: Lack of situation awareness and lack of reporting crimes. I create a visual system to draw their attention in printed materials, and website to help them to report crime easily. result Thesis collateral included: survival manual, website, web app, mobile application, posters, branding system, packages.
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thank you
special thanks to
instructors
Mary Scott, Phil Hamlett,
Troy Alders, Ariel Grey, Liana Lawrance, Christine George, Stan Zienka,
Hunter Wimmer
Brendan Callahan, Gaston Yagmourian family & friends Mom and Dad. DeeWei Wu, Michelle Cheng, Yenchun Yeh, Sean Chang, Francis Leon, Wei-Cheng Wu, Barry Hsu, Kate Chuang, Alice Liu, Roger Wang, Tanya Thanyaluck, D.d. Cheung, Jon Wong, Ashley Gustafson, Dana Kipp, Yusufcan Jon Akyuz, Darshita Mistry, Zack Fu, Caitlin Camarata Murphy, Perin Rambhia, Alexander Miranda, Zainab Rupawalla, Yu Hu, Todd Zimmer, Erin Canoy, Jordan Clare-Rothe, Anthony Stimola, Frannie Chu, Kelly Wahlstrom-Jackson, Chinchen Chuang, Yun Lin, Moko Wang Xiaoyan, Johnny Selman, Neil Uhl, Tiekit Meekit Supyen and Evie Liao This book would not be possible without each one of you. Thank you for your patience and support.
MFA portfolio Po Chun Chang
AAU 2012
po chun chang po@pcchang.com 415–987–9016 academy of art university, school of graphic design cource: Final Portfolio instructor: Mary Scott photography: Po Chun Chang font: Trade Gothic software: Adobe Creative Suite ©2012 all rights reserved No part of this publication can be reporduced without express permission from Po Chun Chang.