MFA PORTFOLIO
POINT OF DEPARTURE/ ROGER WANG/ GRAPHIC DESIGNER/ VISUAL COMMUNICATOR/
MFA PORTFOLIO
POINT OF DEPARTURE/ ROGER WANG/ GRAPHIC DESIGNER/ VISUAL COMMUNICATOR/
P O I N T O F D E P A R T U R E B Y ROGER WANG
COLOPHON
/
T H I S B O O K WA S S E T I N H E LV E T I C A N E U E LT S T D
All rights reserved. No parts of this book may be reproduced in any form by any electronic or mechanical means (including photocopying, recording, or information storage nd retrieval) without permission in writing from the author. This book was created for the Senior Portfolio Course at the Academy of Art University in San Francisco. Instructed by Mary Scott. PA P E R S T O C K :
Finch Fine 100lb Text, ultra white, smooth PRINTER:
Giant Horse Printing / 1336 San Mateo Avenue South San Francisco, CA 94080 B I N D E RY :
Taurus Bookbindery / 2736 16th St. San Francisco, CA 94103 / http://taurusbookbindery.com/ SOFTWARE:
Adobe Suite CS5.5 P HOTO G R A P H Y:
Roger Wang CAMERA:
Canon 5D Mark II
P. 0 4
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P O I N T O F D E P A R T U R E B Y ROGER WANG
POINT OF DEPARTURE/ CONCEPT
/ As the earth keeps spinning and evolving, things change in a blink of an eye. Being a graphic designer means looking ahead and envision what the world might be in the future. Our audiences require us to have the abilities to think ahead and they look to the design world to anticipate their needs and help them succeed in what they do. I enjoy the challenge of looking from the vantage point of today and seeing what may take off tomorrow. POINT OF DEPARTURE is about feeling the zeitgeist of the moment while imagining what will be discovered in the many tomorrows to come.
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BOOK CONCEPT
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
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5
TABLE OF CONTENTS
P.
08.
POLAROID REBRANDING
P.
38.
H O W D I G I TA L R E V O L U T I O N CONNECTS US
P.
52.
ECONOMICS BOOK COVER REDESIGN
P. 0 8
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6
7
8
9
TA B L E O F C O N T E N T S
/
P.
66.
DYNASTY FOOD PA C K A G I N G R E D E S I G N
76.
P.
128.
ROGER AND HIS ROBOT
142.
P.
P.
A M E R I C A N A P PA R E L S H O E PA C K A G I N G
5 0 WAY S T O S E E SAN FRANCISCO
P.
100.
L U C B E S S O N F I L M F E S T I VA L
P.
166.
CHINESE HERBAL MEDICINE
P.
180.
G R A D U AT E T H E S I S
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
MODERN SPONTANEOUSNESS
01/
BRANDING
OBJECTIVE
/
/
In today’s marketplace, a brand is no longer simply a logo, but instead a highly considered and orchestrated set of elements meant to reach an audience. This project was about taking an American company which is dead, dying or defunct and our job was to infuse a new life to it by redefining its mission, redirecting its path as well as revitalizing its image or any other strategies we think it is necessary.
P. 0 1 0
/ 09
SOLUTION
/
Having been an icon amongst many American brands for decades, Polaroid has been such a renown brand for decades. It is the representation of American’s culture as well as the spirit of innovation. However, Polaroid failed to evolve itself to enter the digital world which directly results in their decline in business and finally its bankruptcy. Polaroid has created something extraordinary, not just cameras and films, but created emotional bonds among people which let us share and enjoy the happiness of instant gratifications. It has brought the spirt of sharing and spontaneity to life and it is considered the first social network. It is the very core that exists among society which will never fade despite the rapidly changing technology. Bearing that in mind, I reassessed and repositioned the brand, then bring the concept further by transforming Polaroid into a high-tech company which is all about social media products and services which I imagine it to become “the future of social networking”
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8
9
POLAROID REBRANDING
C O L O R PA L E T T E
SHARING IMMEDIACY EQUITY SOCIAL POLAROID MOBILITY CONNECTED REBRAND K E Y WO R D S
INSTRUCTOR / HUNTER WIMMER
C L A S S / N AT U R E O F I D E N T I T Y
F O R M AT / B R A N D I N G
Y E A R / 2 010 FA L L
M E D I A / M U LT I - M E D I A
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 1 2
/ 011
PROJECT
1
2
3
4
5
6
7
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9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 1 4
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PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 1 6
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PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P . 01 8
/ 01 7
PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
1937
PROJECT
1960
1970
P
P. 0 2 0
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O
L
A
R
O
I
D
1
2
3
4
5
6
1972
7
8
9
POLAROID REBRANDING
Today 197 6
1986
1999
2005
P O I N T O F D E P A R T U R E B Y ROGER WANG
P R I M A RY B R A N D COLOR 1 . / PA N T O N E 1 6 5 C
P. 0 2 2
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PROJECT
CMYK C0 M78 Y98 K0
1
2
3
4
5
6
7
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9
RGB R240 G95 B35
POLAROID REBRANDING
P R I M A RY B R A N D C OLOR 2 . / PA N T O N E 4 2 9 C
CMYK C0 M0 Y0 K60
RGB R128 G130 B133
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 2 4
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PROJECT
1
2
3
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5
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9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 2 6
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PROJECT
1
2
3
4
5
6
7
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9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 2 8
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PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 3 0
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PROJECT
1
2
3
4
5
6
7
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9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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9
POLAROID REBRANDING
4350 Baker Road Minnetonka//MN 55343-8684 PH//952-641-1020 FAX//952-641-1123
Scott W. Hardy//CEO
4350 Baker Road Minnetonka//MN 55343-8684
4350 Baker Road Minnetonka//MN 55343-8684
www.polaroid.com
PH//952-641-1020
FAX//952-641-1123
PH//952-641-1020
www.polaroid.com
FAX//952-641-1123
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 3 4
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PROJECT
1
2
3
4
5
6
7
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9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 3 6
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PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 3 8
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PROJECT
1
2
3
4
5
6
7
8
9
POLAROID REBRANDING
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
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4
5
6
THE DIGITAL REVOLUTION
02/
BOOK DESIGN
OBJECTIVE
/
/
We were tasked with designing a non-fiction book which should be spanned at least 24 pages, and the design should reflect the topic we pick. Our goal was to push the boundaries and be experimental with type and layout in order to make the book compelling and interesting.
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SOLUTION
/
The topic of this book was about the Digital Revolution. As an advocate of technology, I wanted to talk about how the digital technology influences the world by telling my audiences from the history to current state. My solution was to utilize design elements which are both contemporary and futuristic in order to communicate a feeling of the ever advancing technology, in addition, photography of people are also included to show human’s interaction of its companion.
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H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
C O L O R PA L E T T E
K E Y WO R D S
TECHNOOGY MEDIA WIRED CONNECTION DIGIT GADGET HUMAN SLICK SOCIAL PAST FUTURE I N S T R U C T O R / L A U R A M I LT O N
CLASS / GRAPHIC DESIGN 2
F O R M AT / B O O K
Y E A R / 2 011 S P R I N G
MEDIA / PRINT
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 4 2
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PROJECT
1
2
3
4
5
6
7
8
9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 4 4
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PROJECT
1
2
3
4
5
6
7
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9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 4 6
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PROJECT
1
2
3
4
5
6
7
8
9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 4 8
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PROJECT
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2
3
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5
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7
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9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 5 0
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PROJECT
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2
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4
5
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9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
world’s first photography
35mm camera
1826
TIMELINE
1905
1975
1991 2004
first digital camera
Kodak ‘s first digital camera online photo sharing
P. 0 5 2
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5
6
7
8
9
H O W D I G I TA L R E V O L U T I O N C O N N E C T S U S
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
ECONOMICS 101
03/
BOOKCOVER
OBJECTIVE
/
/
To redesign a set of three bookcovers of existing books. All three books were related to economics. The goal is to create designs that set apart from their competitors and help the books stand out in the dazzling book market in order to attract buyers.
SOLUTION
/
The realm of book about economics is highly saturated one and almost excessive in the current book market. Majority of the economic books are targeting specific audiences with professional and obscure contents while more and more economic related books are for a broader audiences. The set of three books I’ve chosen are selling to regular readers, however the original cover designs don’t communicate well. My solution is to utilize iconography to make the subject more upbeat and approachable, the coloration and simplification also set them apart from their competitors on the shelf, my design is communicating that economics need not to be deadly and dry.
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7
8
9
ECONOMICS BOOKCOVER REDESIGN
C O L O R PA L E T T E
K E Y WO R D S
CONSUME ECONOMIC EDUCATION FRIENDLY CLEAR FUN ICONOLOGY PRODUCTS I N S T R U C T O R / L A U R A M I LT O N
CLASS / GRAPHIC DESIGN 2
F O R M AT / B O O K C O V E R
Y E A R / 2 011 S P R I N G
MEDIA / PRINT
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 5 6
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PROJECT
1
2
3
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5
6
7
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9
ECONOMICS BOOKCOVER REDESIGN
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
BUYOLOGY
THE HIGH PRICE OF MATERIALISM
TRUTH AND LIES ABOUT WHY WE BUY
HOW EMOTION DETERMINES WHY WE BUY
MARTIN LINDSTROM
TIM KASSER
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1
2
3
4
5
6
7
8
9
CULTURE & CONSUMPTION NEW APPROACHES TO THE SYMBOLIC CHARACTER OF CONSUMER GOODS AND ACTIVITIES GRANT MCCRACKEN
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 6 0
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PROJECT
1
2
3
4
5
6
7
8
9
ECONOMICS BOOKCOVER REDESIGN
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 6 2
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PROJECT
1
2
3
4
5
6
7
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9
ECONOMICS BOOKCOVER REDESIGN
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 6 4
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PROJECT
1
2
3
4
5
6
7
8
9
ECONOMICS BOOKCOVER REDESIGN
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
METAMORPHOSIS
04/
PA C K A G I N G
OBJECTIVE
/
/
SOLUTION
/
Our job was to take an existing food brand, analyze its w e a k n e s s e s a n d t a rg e t m a r k e t s , t h e n c re a t e a s e r i e s o f re d e signs for both its mass-matket product line and high-end boutique line, Four SKUs for each lines.
D y n a s t y i s t h e n a m e o f t h e e x i s t i n g f o o d b r a n d I re d e signed. Their businesses include selling Chinese foods and ingredients as well as foods that come from other Asian countries.
The boutique line of existing food brand could be hypothetical and we were allowed to change the logo when we felt it was necessary.
The current images of their ingredient’s packaging are somewhat generic and unsophisticated, it is lacking a strong shelf impact.
The goal is to create a boutique line which should be unique, appealing, high-end in term of products themselves, and the design should reflect the price point
The image in the new packaging are evocative of earlier times. The concept of my design is paying respect to Chinese history as well as the origins of when these ingredients were discovered in ancient times. A series of numbers on the bottles indicate the years when the ingredients were made and used throughout China. The choices of having blue and white color is inspired by Chinese ceramic art.
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7
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9
D Y N A S T Y F O O D PA C K A G I N G R E D E S I G N
C O L O R PA L E T T E
K E Y WO R D S
HISTORIC ELEGANT ARTISTIC TRADITIONAL MODERN CHINESES CULTURAL I N S T R U C T O R / PA U L K A G I W A D A
C L A S S / PA C K A G I N G 2
F O R M AT / B O T T L E S
Y E A R / 2 011 FA L L
M E D I A / PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 6 8
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PROJECT
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9
D Y N A S T Y F O O D PA C K A G I N G R E D E S I G N
AN ART FORM TODAY
ANCIENT
TIMES
AND
DYNAST
Y
IN CHINA DURING QING DYNASTY SO IT IS
ORGANI
IN CHINA DURING QING DYNASTY SO IT IS
THE MOS
THE MOS
T
T
SESAME OIL
THE PRODUCTION PROCESS IS GENUINE NA TURAL W HICH REMAINS UNCHANGED SINCE 400 YEARS AGO
HAND-MADE JUST LIKE
ANCIENT HAND-MADE METHOD
THE PRODUCTION IS W HICH WE STILL USE
USING
M ADE OF ORGANIC CHINESE STICKY RICE
E
NYNASTY
APPRECIATED SINCE MING DYNASTY
ENJOYED ITS HEYDAY SICE XIA DYNASTY
Y UAN DYNASTY
EXTRACTED FROM NA TURAL CHINESE SESAM
/ 069
P. 0 7 0
SESAME OIL IS ORIGINATED
NYNASTY
C
WHITE VINE GAR
HI
ORIGINATED FROM
ORIGINATED FROM QING DYNASTY
W A VINEG
SE E E N T R I H
C
SESAME OIL IS ORIGINATED
ORGANI C C OOKING WINE ORGANI C SO Y SAUC E C GAR ORGANI WHITE VINE ORGANI C SESAME OIL
DYNASTY DYNASTY DYNASTY DYNASTY
9 8 7 6 5 4 3 2 1 PROJECT P O I N T O F D E P A R T U R E B Y ROGER WANG
D Y N A S T Y F O O D PA C K A G I N G R E D E S I G N
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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9
D Y N A S T Y F O O D PA C K A G I N G R E D E S I G N
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 7 6
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PROJECT
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7
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9
D Y N A S T Y F O O D PA C K A G I N G R E D E S I G N
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
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6
INTEGRATED SHOES AND BODY
05/
PA C K A G I N G
OBJECTIVE
/
/
The mission of this project is to create a sustainable line for a shoe packaging under a specific fashion brand of our choice. In order to reflect the concept of “being green”, all the materials used for this project must be environmental friendly The deliverables are four items which include a shoe packaging itself, an invitation letter, a gift card, and a DVD or a flash drive. For the love of simplicity and being chic, I picked American Apparel as my brand.
P. 0 7 8
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SOLUTION
/
“Vertically Integrated Manufacturing” is one of American Apparel’s business model. I visually translated it into the design which is integrating shoes with the natural beauty exists on every woman—legs. By doing so, it adds uniqueness to the image on packaging, in addition to the imagery, a tube structure is introduced instead of a traditional shoe box which not only symbolizes the beauty of legs but also make the packaging stands out. The material used for the tube is made of recyclable cardboard, as well as for the inner cardboard piece. Letter is directly printed on the inner cardboard instead of printing on a sheet of paper in order to eliminate wastes.
7
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A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
C O L O R PA L E T T E
K E Y WO R D S
EDGY CHIC SUSTAINABLE AMERICAN APPAREL LEG SHOES SLIM STRUCTURE FASHION I N S T R U C T O R / PA U L K A G I W A D A
C L A S S / PA C K A G I N G 2
F O R M AT / C A R D B O A R D T U B E
Y E A R / 2 011 FA L L
M E D I A / PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 8 0
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PROJECT
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9
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 8 2
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PROJECT
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9
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 8 4
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PROJECT
1
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3
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5
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9
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 8 6
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PROJECT
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3
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9
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
Sketches Including other variations which were not adopted
P. 0 8 8
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PROJECT
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A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 9 0
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PROJECT
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Sustainable shoes
Mesh suede plat
American Apparel
Sustainable shoes
Mesh suede plat
American Apparel
American Apparel Mesh Suede Plat
Mesh Suede Flat
Sustainable shoes
Mesh suede plat
American Apparel
American Apparel
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 9 2
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PROJECT
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A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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November, 29th 2011 Market Director, Nylon Magazine 110 Green Street, Suite 607 New York, NY, 10012 TEL: 212-226-6454
Dear Ms. Reneau American Apparel is proudly launching our sustainable shoes under our sustainable production line. We are happily to have you to get first experiences about our shoes before distribute to mass market. This mesh suede women shoes are made of all sustainable and eco-friendly materials like organic cottons, leathers are made of grass fed animals, in addition, other materials used in this shoe are all made of scrap, finally all the shoes along with other sustainable products are made in our solar panel factory located in LA. Here in this special designed packaging, we included a DVD and $150.00 gift card along with the shoes for you  Sincerely yours,
Dov Charney Chief Executive Officer American Apparel Inc. 626-345-3344
American Apparel
GIFT CARD
ÂŽ
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 0 9 8
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PROJECT
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9
A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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A M E R I C A N A P PA R E L S U S TA I N A B L E S H O E PA C K A G I N G
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
LUC BESSON FILM FESTIVAL
06/ CAMPAIGN
F IL M FESTIVAL & BRANDING
OBJECTIVE
/
/
This is a large scale project which asks us to pick a film director of our choice then create an integrated film festival for the this particular director, we were asked to come up a theme around 4 or 5 of the director’s movies. The body of works should include a catalogs, tickets, a poster, DVD packaging in limited edition form, letterhead as well as any other deliverables which echoes around the film festival we picked.
P. 1 0 2
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SOLUTION
/
Luc Besson is a French film maker which is known by one of his great work as “Leon: the Professional” featuring Natalie Portman. To me, his movies usually portrait a man and woman, however, in a very different way from the generic theme of “romance”. The relationship between the hero and the heroine transcends love and friendship in many of his films. Chemistry, which is the title of the film festival doesn’t necessary mean love, but an interesting atmosphere arisen between the male and the female. In addition, feminism is also presented in his films to portrait the iron will of women.
7
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L U C B E S S O N F I L M F E S T I VA L
C O L O R PA L E T T E
K E Y WO R D S
HE SHE TRANSCEND SOULMATE FRENCH FRIENDSHIP ROLEPLAY FEMINISM INSTRUCTOR / HUNTER WIMMER
C L A S S / I N T E G R AT E D C O M M U N I C AT I O N
Y E A R / 2 011 FA L L
M E D I A / C A M PA I G N
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 0 6
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 0 8
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 1 0
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 1 2
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
PR
ES
EN
8
9
STARRING Jamel Debbouze Rie Rasmussen
EN
T
FI CB -LU
TRY MIS N. 18A/18A REGION1 CHE
. R CA . U.S
IND 7M
11
A
S
E SR
EN
1
4 00 E RE
N
1
ID
E
SR
ES
3 70
7
10
0
4 00
W
N EE
A FILM BY LUC BESSON X9
16
X9
W
ID
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PR
ES SO
N
SS O
BE LU C
RYMIST
CA N . 1
8A/18A REGION1 CHE
0 47
5
9 05
M 91
1M
IND
IND
. U.
. U.
S. R
S. R
DISC A
16
A FILM BY LUC BESSON
ST
AL IV
N
FI
LM
FI N
SS O
BE LU C
RYMIST
8A/18A REGION1 CHE
CA N . 1
DISC B
P. 1 1 4
7
LM
T
6
FE
T
AL IV
FE
S
STARRING Jamel Debbouze Rie Rasmussen
5
LM
FE
T
4
E
EN
3
ID
ES
2
W
PR
1
X9
T
AL IV
PROJECT
16
S
P O I N T O F D E P A R T U R E B Y ROGER WANG
FE
AL IV
ES
EN
T
STARRING Anne Parillaud Tchéky Karyo Patrick Fontana
RYN. 18A/18A REGION1 CHE MIS . R CA T 47
1 03
17
D MIN
. U.S
DISC A
S
E RE
N
1
00
A FILM BY LUC BESSON
1
ID
E
DISC B
W
STARRING Anne Parillaud Tchéky Karyo Patrick Fontana
LU C
BE
SS O
N
FI
LM
ST
PR
6X 9
A FILM BY LUC BESSON
L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 1 6
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PROJECT
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9
L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 1 8
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PROJECT
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5
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 2 0
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 2 2
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 2 4
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PROJECT
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3
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5
6
7
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9
L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 2 6
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PROJECT
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3
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5
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 2 8
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PROJECT
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L U C B E S S O N F I L M F E S T I VA L
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
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2
3
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7
ROGER AND HIS ROBOTS
07/
BOOK DESIGN
OBJECTIVE
/
/
Our mission was to design a book which was centered around the story of our life. The book should be appealing and engaging as well as to be successful on drawing the reader into a personal journey.
P. 1 3 0
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SOLUTION
/
I took a look around my room, found out there were robot toys sitting at my bookshelf. The robots are antique and reminded me of my childhood. I thought why not infuse a life into them and make a story out of that? So here is it, the perspective from the mechanical eyes.
8
9
ROGER AND HIS ROBOTS
C O L O R PA L E T T E
K E Y WO R D S
ROBOTS PERSONIFY IMAGINATION ALIVE LIFE MUNDANE VIVIFY JOY STORY I N S T R U C T O R / S TA N Z I E N K A
CLASS / TYPE EXPERIMENT
F O R M AT / B O O K
Y E A R / 2 010 S P R I N G
MEDIA / PRINT
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 3 2
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PROJECT
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2
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5
6
7
8
9
ROGER AND HIS ROBOTS
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 3 4
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PROJECT
1
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3
4
5
6
7
8
9
ROGER AND HIS ROBOTS
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
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9
N.P. 5357 MANUFACTURED IN 1974, OLD AND SLOW, SOMETIMES CYNICAL, WORRIED, HE’S MEANT TO SERVE FOR 20 YEARS.
MANUFACTURED
IN CALIFORNIA, USED TO
MS406
DO DOING HEAVY LABOR WORK HENCE
/ 135
HE CONSUMES LARGE AMOUNTS
OF BATTERY POWER AND OIL TO FUNCTION.
P. 1 3 6
ROGER AND HIS ROBOTS
MS416 MANUFACTURED IN CHINA, 1982. EMBEDDED WITH EMOTIONAL CHIPS, SMART AND SENSITIVE.
ROGER AND THE ROBOTS STORIES ABOUT HIM AND HIS TOY ROBOTS MANUFACTURED IN
THE SILICON VALLEY, CALIFORNIA,
MS372
HE IS THE SMARTEST ROBOT IN THE
FAMILY, USED TO DOING
COMPUTER AND INVESTIGATIVE WORK.
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
7
look at me it really was not easy but i can breathe and I’m so grateful cause I can see I am free to do exactly what i please
N.P. 5357
so come with me to a place where we can be
WHERE WILL HE TAKE US?
ooh, I wanna touch the sky, I wanna fly so high ooh, I wanna touch the sky, I wanna fly so high ooh, I wanna satisfy, follow me to a place where we can be absolutely free to be exactly what you wanna be completely, lose control
MS416 I’D LIKE TO GO TO THE GOLDEN GATE BRIDGE OTHERWISE PARKS WOULD BE NICE TOO.
ooh, I wanna touch the sky, I wanna fly so high ooh, I wanna touch the sky, I wanna fly so high ooh, I wanna satisfy, I wanna make you cry
I WANT TO FLY LIKE A BIRD
LET’S GO OUTSIDE ENOUGH WORK, LET’S TAKE A BREAK
I know what I want and I know that I need it right now gonna take you on a journey to a far away place now gonna take you on a journey to a far away place now Ooh, like a bird in the sky, just you and I
OOH, I WANNA TOUCH THE SKY, I WANNA FLY SO HIGH I WANNA TOUCH THE SKY, I WANNA FLY SO HIGH OOH, I WANNA SATISFY, FOLLOW ME TO A PLACE WHERE WE CAN BE ABSOLUTELY FREE TO BE EXACTLY WHAT YOU WANNA BE COMPLETELY, LOSE CONTROL
THE PARK, RESTAURANT, LIBRARY, BEACH, CHINATOWN, WE HAVE SO MANY PLACES TO GO.
I’m gonna fly like a bird in the sky, just you and I We’re gonna fly like a bird in the sky, just you and I
MS372 I’D LIKE TO GO THE LIBRARY, CAUSE I NEED TO UPDATE SOME INFORMATION
MS406 BURGER KING OR CHINESE FOOD? I HOPE SO. SUSHI WOULD BE NICE TOO.
8 9
SPEED: 50 SPIN/SEC, HEAT GENERATION: CALCULATING.. YEAH, BUT HE NEEDS TO CLEAN OUT HIS SHIT
I THOUGHT HE WOULD TAKE US OUTSIDE THE APARTMENT
I’M HUNGRY/ WHEN IS THIS GONNA BE DONE?
IT’S GOOD TO GET AWAY FROM THE CITY FOR A WHILE MODERN LIFESTYLE GIVES HUMANS TOO MUCH STRESS, IT’S GOOD FOR THEM TO HAVE SOME PEACE AND EASE FROM NATURE.
P. 1 3 8
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ROGER AND HIS ROBOTS
TARGET: ROGER AGE: 25 SEX: MALE
MOOD OUTRAGEOUS CAUSE: HEAVY WORK LOAD POTENTIAL DANGER: FREAK OUT MAJOR: GRAPHIC DESIGN SCHOOL: ACADEMY OF ART UNIVERSITY YEAR: 4TH SEMESTER
130 HB BLOOD PRESSURE
ALERT
85%
WE’D LIKE TO SEE THE RAINBOW AGAIN I THINK HE WOULD LIKE TO SEE IT TOO THE VIEWS OUTSIDE THE WINDOWS ARE BEAUTIFUL, WE ARE TIRED OF SITTING ON THE BOOKSHELF AS HE SICK OF WORKING ON THE COMPUTER ALL DAY IN HIS TINY ROOM, WE WANT TO BE A BIRD, TO BE FREE.
6 7
ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta da da da da da da da da da da da da da da da da da da da da da da da da da da da ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta
THE LIFE OF HUMANS THROUGH OUR EYES SOMETIMES IT’S BORING WE’VE SEEN THINGS PEOPLE DON’T REALIZE, TO LIVE AND PURSE HAPPINESS OUR CREATORS SOMETIMES ARE LIKE OURSELVES, LIKE MACHINES.
ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta da da da da da da da da da da da da da da da da da da da da da da da da da da da da ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta da da da da da da da da da da da da da da da da da da da da da da da da da da da da ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta
62 73
TARGET: PUPPY AGE: 3 SEX: MALE
MOOD CURIOUS SCANNING... OBJECT: PUPPY LIFE OBJECT NAME: UNKNOWN HEALTH CONDITION/GOOD
160 HB BLOOD PRESSURE
16
RR/MIN
60%
6 7
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 4 0
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PROJECT
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ROGER AND HIS ROBOTS
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 4 2
/ 141
PROJECT
1
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3
4
5
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7
8
9
ROGER AND HIS ROBOTS
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
50 WAYS TO SEE SAN FRANCISCO
08/
PHOTOGRAPHY
OBJECTIVE
/
/
The mission proposed was to show how one subject could be seen in 50 different ways. The subject I decided to tackle is the city San Francisco.
SOLUTION
/
I took my inspiration from the “I Heart NY”campaign, I took out the Heart and leave it blank allowing people to put whatever they like in terms of what they think of the city San Francisco. The concept was to see San Francisco from 50 different people in the city, which also means 50 different perspectives. They were welcomed to put anything such as a drawing, a word, etc. The 50 people I interviewed were all found on the city randomly.
P. 1 4 4
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7
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5 0 W AY S T O S E E S A N F R A N C I S C O
VIEWPOINT PERSONAL CIT Y VOICE DIVERSITY LIFE 50 WAYS THOUGHTS 50 PEOPLE
K E Y WO R D S
INSTRUCTOR / MICHAEL KILGORE
CLASS / MAKING IDEA VISIBLE
Y E A R / 2 00 8 FA L L
MEDIA / PHOTOGRAPHY
P O I N T O F D E P A R T U R E B Y ROGER WANG
OBJECTIVE
P. 1 4 6
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PROJECT
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7
8
9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 4 8
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PROJECT
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7
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9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 5 0
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PROJECT
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5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 5 2
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PROJECT
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9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 5 4
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PROJECT
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9
5 0 W AY S T O S E E S A N F R A N C I S C O
0155.
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 5 6
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PROJECT
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9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 5 8
/ 157
PROJECT
1
2
3
4
5
6
7
8
9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 6 0
/ 159
PROJECT
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3
4
5
6
7
8
9
5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 6 2
/ 162
PROJECT
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2
3
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5
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8
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5 0 W AY S T O S E E S A N F R A N C I S C O
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
CHINESE HERBAL MEDICINE
09/
BOOK DESIGN
OBJECTIVE
/
/
The objective of this project is to let us pick a subject matter that we were interested and required us to have critical thinking and very deep researches on the subject matter, in the end of the day we should have a robust presentation to demonstrate both of researching information as well as translating the information to visual presentation. I n s o m e c a s e s , t h e s u b j e c t m a t t e r i s w o r k i n g d i re c t l y toward our thesis.
P. 1 6 6
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SOLUTION
/
I’m always interested in Chinese herbal medicine and also amazed by it, another reason why I choose this topic is because my family runs a Chinese medicine clinic in China. I’ve seen numerous successful cases when severely ill patient cured by the ancient wisdom. The subject matter of Chinese herbal medicine, used the methodology of 360 degree research to cover all aspect of it. As result a comprehensive book was produced as final deliverable to demonstrate the benefits and potentials of Chinese herbal medicine.
7
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CHINESE HERBAL MEDICINE
C O L O R PA L E T T E
K E Y WO R D S
HISTORY TRADITIONAL EFFECTIVE ANCIENT HEALING WELLNESS HOLISTIC INSTRUCTOR / JEREMY STOUT
C L A S S / V I S U A L C O M M U N I C AT I O N L A B
F O R M AT / B O O K
Y E A R / 2 00 9 FA L L
MEDIA / PRINT
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 6 8
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PROJECT
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2
3
4
5
6
7
8
9
CHINESE HERBAL MEDICINE
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 7 0
/ 169
PROJECT
1
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3
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9
CHINESE HERBAL MEDICINE
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
1
2
3
4
5
6
7
8
9
OBSERVE SMELL
Gastrointestinal
SMELL
INQUIRE
OBSERVE
PULSING
CONCEPT OF TCM DIAGNOSE
INQUIRE
PULSING
Blood flow
P. 1 7 2
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CHINESE HERBAL MEDICINE
WHAT IS IT
it’s a major aspect of Chinese medicine, which focuses on restoring balance of energy and body to maintain healthy It is one of the more important modalities utilized in traditional Chinese medicine each prescription is a cocktail of many herbs tailored to the individual patient. The practitioner designs a remedy using couple of ingredients that target the illness, adds other ingredients to adjust the formula to one’s yin yang conditions. Unlike western medications, the balance and interaction of all the ingredients are considered more important than the effect of each solution. A key to success in TCM is the treatment of each patient as an individual. It treats patients’ main complaints or the patterns of their symptoms rather than the underlying causes. Doctors attempt to prevent and treat imbalances with complex combinations of herbs, minerals, and plant extracts, such as astragalus, ginkgo, ginseng, green tea.
Tongue Diagnos
问 望 切 闻
Inquiring one’s appetite
Pulse on
Boost energy
Boost vitamine B complex
Boost vitamine B and A complex
Aloe MY FAVORITE HERBS
Reishi leafs
Aloe has the function Is a good herb for which can heal the gaining nutritions wounds quickly
P O I N T O F D E P A R T U R E B Y ROGER WANG
Boost nutrition
PROJECT
1
2
3
4
3 4 Chapter 1 2 3
四
4 Chapter
一
1
二
2
三
3
四
4
EDUCATION
章 节
There are around 100 Chinese medicine schools in America, some established since 1950s, and the number is increasing every year in the contry. Chinese herbal medicine developed as part of Chinese culture, since 5,000 years ago traditional Chinese medicine was firmly established, and by the first century AD, a listing of medicinal herbs and herbal formulations and their uses had been developed. In Chinese medicine system the human body is regarded as a microcosm of the grand cosmic order. The Chinese believe the same forces which permeate the universe and animate nature in all its variety are also at work in man. The principles and premises of Chinese medicine are drawn directly from traditional Taoist philosophy, China’s most ancient and singular school of thought. on the Daoist belief that we live in a universe in which everything is interconnected. What happens to one part of the body affects every other part of the body. The mind and body are not v
• South Baylo University of Oriental Medicine • Phoenix Institute of Herbal Medicine & Acupuncture
• Pacific College of Oriental Medicine, San Diego • Yo San University of Traditional Chinese Medicine • Five Branches University
University of East-West Medicine • Samra University of Oriental Medicin and there are more
一
CA
NYC
TCM UNIVERSITIES & INSTITUTION IN U.S
New York City • National University of Health Sciences
• New York Chiropractic College • New York College of Health Professions • Swedish Institute, College of Health Sciences
and NYC Programs and there are more
• New York College of Traditional Chinese Medicine • Clayton College of Natural Health
AZ
Arizona • Asian Institute of Medical Studies • Texas College of Traditional Chinese Medicine • Yo San University of Traditional Chinese Medicine • International Academy of Medical Acupuncture • Pima Medical Institute
• National Personal Training Institute • Southwest Institute of Healing Arts • Asian Institute of Medical Studies and there are more
360° View Chapter 1
二
2
三
3
四
4
Environmental friendly
O
31 一
Wild or planted 一
环保 可持续
Organic
有机
章 节
一
Education
30
Sustainable
/ 173
29
California • American College of Traditional Chinese Medicine • Academy of Chinese Culture & Health Sciences
• Tri-State College of Acupuncture
P. 1 7 4
Something about me and why
2
三
Tell me something about Chinese Herbal Medicine
1
二
I pickedthis topic.
Chapter
一
一
章 节
28
四
CHAPTER TWO
三
第 二 章
二
一
一
12
章 节
CHAPTER ONE
About Me
Who I am
第 一 章
3
7
Dandelion leafs
Good for cleaning toxin in human’s body
一
2
6
Mint
Mint can ease your pain in the throat
04
1
5
Collected
Recycled
Consumed
8
9
CHINESE HERBAL MEDICINE
P O I N T O F D E P A R T U R E B Y ROGER WANG
P. 1 7 6
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PROJECT
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2
3
4
5
6
7
8
9
CHINESE HERBAL MEDICINE
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
10 一
P. 1 7 8
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1
2
3
4
5
6
7
8
9
CHINESE HERBAL MEDICINE
It is more important to know what sort of person has a disease than to know what sort of disease a person has Traditional Chinese herbal medicine celebrates the relationship between body and health. It offers a highly developed system of using the intrinsic properties of different herbs to maximize each individual’s well-being in a changing environment, enhancing the body’s own natural power for health, healing, and rejuvenation. It treats each individual differently, each person has their distinct causes, thus herbs that given to heal the body are varies from person to person.
HOW IT WORKS ON INDIVIDUAL
A
B
+
+
11 一
P O I N T O F D E P A R T U R E B Y ROGER WANG
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PROJECT
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5
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CHINESE HERBAL MEDICINE
P O I N T O F D E P A R T U R E B Y ROGER WANG
PROJECT
YOU ARE WHAT YOU DRINK
10/ THESIS Thesis M FA T H E S I S
M FA T H E S I S
/
/
A master’s thesis is a self-directed body of work driven by numerous months of extensive research and analysis on any chosen topic by the master’s degree students. this project demonstrates a full range of the student’s design skills, thinking and analysis. as well as the ability to communicate a complex topic in a simple yet compelling and engaging manner.
OBJECTIVE
/
Noways, we are more health-conscious than ever before. People are seeking everything to improve their health through every aspect in life as natural as possible. This thesis project is aiming to provide a healthy and organic ingredients into American’s daily diet by introducing Chinese herbal drinks, and fully benefit our health by introducing the wisdom of ancient Chinese herbs.
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1
2
3
4
5
6
7
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9
T
T H E S I S — Y O U A R E W H AT Y O U D R I N K
C O L O R PA L E T T E
THESIS CONCEPT
CHINESE HERB HEALTHY EASY QUICK NUTRITIOUS LIGHT SAFE ORGANIC DELICIOUS INSTRUCTOR / PHIL HAMLETT
C L A S S / M FA T H E S I S
F O R M AT / B R A N D I N G
Y E A R / 2011 - 2 01 2
M E D I A / C A M PA I G N
P O I N T O F D E P A R T U R E B Y ROGER WANG
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NAMING
PROJECT
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In Chinese the word “Yin” has many different meanings. One of the means is being nutritious. Also, the pronunciation of the “being nutritious” in Chinese is the same as “Yin & Yang” which is familiar by westerns. Thus the word “Yin” is used as the name of the brand
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THE MARK OF YINYIN
The overall structure of the mark is drawn by the look and feel of Chinese stamp which is used in many ancient Chinese herb encyclopedia book. The red is representing China. The boldness and lettering has a playful quality, it sends a message of being fresh, delicious and healthy.
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P O I N T O F D E P A R T U R E B Y ROGER WANG
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Lemon
Lotus root Lemon Honey
Lotus root Lemon Honey
Loqaut Apple Carrot
Loqaut Apple Carrot
FEEL PEACFUL + RELAXED
COLD PRESSED FRESH JUICE
Hawthorn Tomato Lychee
CALM
COLD PRESSED FRESH JUICE
FRESH
BOOST YOUR METABOLISM
QUICK
BOOST YOUR METABOLISM
QUICK
FEEL PEACFUL + RELAXED
CALM
FELL YOUNG FOREVER
COLD PRESSED FRESH JUICE
FEEL ENERGETIC + ALERT
Green tea Lotus seeds Apple
Ginseng Lemon
Green tea Lotus seeds Apple
Water chestnut Cucumber Cantaloupe
Water chestnut Cucumber Cantaloupe
COLD PRESSED FRESH JUICE
ALIVE
FEEL ENERGETIC + ALERT
ALIVE
STAY SLIM + TRIM
STRIVE
STAY SLIM + TRIM
STRIVE
ENJOY SMOOTH CLEAR SKIN
BEAUTIFUL
COLD PRE FRESH JU
ENJOY SMOOTH CLEAR SKIN
BEAUTIFUL
COLD PRESSED FRESH JUICE
Hawthorn Tomato Lychee
FELL YOUNG FOREVER
COLD PRESSED FRESH JUICE
FRESH
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COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE
COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE
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FELL YOUNG FOREVER
Hawthorn Tomato Lychee
FRESH
CLEANSE TOXINS
Burdock root Celery Honey
Chinese cabbage Brown rice Ginger
Chinese cabbage Brown rice Ginger
PURE
CLEANSE TOXINS
Burdock root Celery Honey
BOOST YOUR IMMUNITY
STRONG
BOOST YOUR IMMUNITY
STRONG
PURE
COLD PRESSED FRESH JUICE
Hawthorn Tomato Lychee
Ginseng Lemon
Green tea Lotus seeds Apple
Ginseng Lemon
Green tea Lotus seeds Apple
COLD PRESSED FRESH JUICE
FELL YOUNG FOREVER
FRESH
FEEL ENERGETIC + ALERT
ALIVE
FEEL ENERGETIC + ALERT
ALIVE
STAY SLIM + TRIM
STRIVE
STAY SLIM + TRIM
COLD PRESSED FRESH JUICE
COLD PRESSED FRESH JUICE
STRIVE
COLD PRESSED FRESH JUICE
COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE
COLD PRESSED FRESH JUICE COLD PRESSED FRESH JUICE
P O I N T O F D E P A R T U R E B Y ROGER WANG
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P O I N T O F D E P A R T U R E B Y ROGER WANG
THANK YOU/
PEOPLE I WANT TO THANKS Momo Xu Lijun Wang Ming Shen Danny Zhu Eric Lo Eva Lu Wenjun Wang Dara Weinberg Jiali Yu Caroline Raphael Mary Scott And eveyone who came across in my life during the 4 years.
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