Unplugging allows me to experience my own self-reliance.
BFA Portfolio
Sampson Tsai
Unplugging allows me to experience my own self-reliance.
BFA Portfolio
Sampson Tsai
Unplugged
6
B FA P o rt fo l i o
Sampson Tsai
App Design Dinner Companions
008_021
Print Design Rimowa Promotion
022_039
Packaging Design Lamborghini Skin Care
040_053
Information Design Game of Jacks
054_065
Packaging Design Joseph Phelps Labels
066_075
App Design Vitality to Victory
076_087
Type Conference Program
088_095
Music Promotion Cello Recital Promotion
096_103
Packaging Design Aero Department Store
104_145
Identity Design Razer Branding
146_161
All Identities Identity Collection
162_169
7
Sampson Tsai
Unplugged
B FA P o rt fo l i o
001
Dinner was made for talking.
8
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
Co urse
UI/UX Design
Instructor
Bob Slote
Term
Fall 2013
Category
App Design
Palette
9
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Design a user interface and user experience on a smart phone for designers to easily monitor their professional connections. This small application is designed for people with specific skills and lifestyles. It uses the context of the dinner table to help people connect and expand their career paths.
It is a common situation for people to get lost and confused using a new smart phone application. By narrowing down three primary interests and creating simple icons, each of the main user functions is necessary. Every aspect of the design is modern and straight forward. It is important to find the perfect balance.
10
Unplugged
12
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
13
Unplugged
14
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
15
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
17
Unplugged
18
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
19
Unplugged
20
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Dinner Companions
21
Sampson Tsai
Unplugged
B FA P o rt fo l i o
002
Every case tells a unique story.
22
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Rimowa Promotion
Co urse
Print 2
Instructor
Eszter Clark
Term
Spring 2013
Category
Print Design
Palette
23
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Selecting an existing company to do a promotion for their brand. Rimowa is a German-based luggage factory that makes one of the most durable suitcases for travelers. In order to raise more awareness of their products, a smarter and more unique approach for their promotion will separate them from their competitors.
Many existing luggage companies do fashion photography to promote their product. However, this solution has already become overused. Customers often get confused between one brand and another. Bringing back the travel poster illustration style and combining that with the brand is a way to tell the story about Rimowa’s existence. They will always be there any time, any place.
24
Unplugged
26
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Rimowa Promotion
27
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Rimowa Promotion
29
Unplugged
32
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Rimowa Promotion
33
Unplugged
36
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Rimowa Promotion
37
Sampson Tsai
Unplugged
B FA P o rt fo l i o
003
Showing the future through the past.
40
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Lamborghini Skin Care
Co urse
Packaging 3
Instructor
Thomas McNulty
Term
Fall 2012
Category
Packaging Design
Palette
41
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Automobili Lamborghini S.p.A. is an Italian manufacturer of luxury sport cars which is owned by the Volkswagen Group through its subsidiary Audi. Lamborghini grew rapidly and now they are attempting to extend their product line like Porsche and Ferrari by doing cross-branding. This project will demonstrate what approach Lamborghini will do for their skincare products.
When we think of Lamborghini, we often envision their unique body shapes for their cars. Each body part is an art piece in itself. The tail lights, the engine hood, the rims, and the dashboard are nothing like any other car manufacturer on the market. By studying all the unique aspects of the car, matching the overall look and feel is important for the design. This Lamborghini skincare line reflects the brand’s modern, innovative, and precise style.
42
Unplugged
44
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Lamborghini Skin Care
45
Unplugged
46
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Lamborghini Skin Care
47
Unplugged
48
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Lamborghini Skin Care
49
Unplugged
50
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Lamborghini Skin Care
51
Sampson Tsai
Unplugged
B FA P o rt fo l i o
004
Information is beautiful.
54
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Game of Jacks
Co urse
Information Design
Instructor
William Culpepper
Term
Summer 2013
Category
Print Design
Palette
55
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Knucklebones, or Jacks, is a game of very ancient origin, played with usually five small objects. This game is meant to be played in many innovating ways. As our technology is becoming more advanced, the excitement we feel about traditional games will no longer be there. Hardcore gamers are more likely to see everything moving toward digital formats as they try to learn a new type of game.
It’s common when the rules of a game get misinterpreted, but knowing the final score is what most players care about. So, it is important to have an engaging scoring board. The challenge here is to break down all the information, analyse it, and design it with a hierarchy and balanced proportion. The approach for this project is to update the rules and scoring information graphically. Players will benefit from learning the game faster and enjoying the visual experience.
56
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Game of Jacks
59
Unplugged
60
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Game of Jacks
61
Unplugged
64
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Game of Jacks
65
Sampson Tsai
Unplugged
B FA P o rt fo l i o
005
Making a refined wine is an art.
66
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Joseph Phelps Labels
Co urse
Packaging 4
Instructor
Thomas McNulty
Term
Fall 2012
Category
Packaging Design
Palette
67
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Select an existing wine packaging and redesign its current look and feel as well as introduce a higher price point label, the Insigna. Joseph Phelps is known for running one of the largest construction companies in the U.S. Repackaging their wine labels is a great opportunity to tell a story about him and his success over the years.
For a revolutionary design, telling a story about Phelps’ two successive careers will benefit his winery in so many ways. The new wine label will attract more potential loyal clients with an elegant and sophisticated look. Customers would want to see how dedicated he is in making wine. The labels are intended to show his passion about wine as much as his leadership in his previous construction career.
68
Unplugged
72
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Joseph Phelps Labels
73
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Joseph Phelps Labels
75
Sampson Tsai
Unplugged
B FA P o rt fo l i o
006
The body delivers, the mind thinks.
76
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Vitality to Victory
Co urse
UI/UX Design
Instructor
William Culpepper
Term
Summer 2013
Category
App Design
Palette
77
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
If we don’t have a healthy life, we don’t get to keep things we care about. It’s always easy to plan, hard to accomplish. In this project, I was documenting the transformation of my body. The plan was to eat healthy, get enough sleep, and do exercise over the week. The purpose for this project is not just for me but also to inspire many others who are trying to adapt a healther life.
Being able to inspire others, create an smart application and show the goal and result is the way I planned to solve this problem. In this application, the plan for the week is customized for individual users to achieve. App users would be motivated by knowing their latest performance from day one to day seven. Users can also alter the original plan by swtiching to a similar supplement or exercise to retain the same result.
78
Unplugged
80
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Vitality to Victory
81
Unplugged
82
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Vitality to Victory
83
Unplugged
84
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Vitality to Victory
85
Unplugged
86
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Vitality to Victory
87
Sampson Tsai
Unplugged
B FA P o rt fo l i o
007
Coding is a way to express creativity.
88
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t Program
Co urse Typography 4 Term
Spring 2013
Instructor Ariel Grey Category
Print Design
Palette
89
B FA P o rt fo l i o
Unplugged
Sampson Tsai
Objective
Solution
The job in this project is to create a conference for designers to attend that addresses a social issue and creates awareness. The subject is related to the future usage of typography. The amount of creativity people can expand through experimentation is one of the rewards for attendees to expect in the workshop.
As the technology is getting more advanced, learning how to code will soon become mandatory for everyone. The form of computer coding will be treated similarly to typography. The language of information also will give them the power to transform the world. The approach in this project is to demonstrate the amount of creativity a person can achieve through coding.
I LOVE U_
90
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t Program
95
Sampson Tsai
Unplugged
B FA P o rt fo l i o
008
Music is what feelings sound like.
96
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Cello Recital
Client
Judy Tsai
Instructor
Sun Yat-sen University
Term
Spring 2013
Category
Print Design
Palette
97
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
This is a freelance project for National Sun Yat-sen University. The challenge here is to create a set of promotional pieces in Chinese and English for a cello recital. Since the cellist is looking forward to raising some overseas orchestra recruiters’ attention, having a neutral minimalist look and feel are things to keep in mind.
After several discussions with the client, the final approach is to keep everything nice and simple. The dual tone for the poster image is selected from the color of the performing cello. The color brown coding simply adds another layer of craft and beauty. To enhance the elegant look, the placement of the typography is followed by small details of type with hierarchy.
98
Unplugged
100
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Cello Recital
101
Unplugged
102
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Cello Recital
103
Sampson Tsai
Unplugged
B FA P o rt fo l i o
009
Teamwork brings success.
104
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
Co urse
Packaging 4
Instructor
Michael Osborne
Term
Spring 2013
Category
Packaging Design
Palette
105
Unplugged
106
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
107
B FA P o rt fo l i o
Unplugged
Sampson Tsai
Aero Brands
Name
Aero Kitchen
Name
Drip Station
Category
Kitchen
Category
Coffee
USP
High quality man made kitchen set.
USP
High quality, thrid wave Coffee beans.
Attributes
Sophisticated, Dened, Personal, Transparent.
Attributes
Attractive, contrast, informative, inspiring, gender neutral.
110
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
Private Label Brands
Name
Aaterisk
Name
Sync
Name
Woof & Meow
Category
Stationery
Category
High-End Electronic
Category
Pet
USP
High end wood material for office.
USP
Lastest inventions from kickstarter.
USP
100% natural and safe products for pet.
Attributes
Crafty, handy, durable, motivational, inspirational, light hearted.
Attributes
Unique, Elegant, High Tech, Fast, Translucent, Delicate, Luxurious.
Attributes
Aristocratic, modernistic, elegant, Innovative
111
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Create an entirely new high-end department store, Aero, from the ground up. The task was to find many branding strategies to appeal to middle and upper class shoppers. Our Aero store carries house brands and private label brands. The challenge for this project is to show every brand’s value of existence with the possibility of capturing customers attention at first glance.
As a team, we narrowed down our final decision for the brands and refined the design week after week. The only thing we cared about before we went to bed was to give a hundred percent to this work. Our team members weren’t only trying to be good designers but were living like one during this project. Our teamwork multiplied the success in that the sum was much greater than any of our parts.
112
Unplugged
114
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
115
Unplugged
116
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
117
Unplugged
118
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
119
Unplugged
120
B FA P o rt fo l i o
Sampson Tsai
Unplugged
122
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
123
Unplugged
124
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
125
Unplugged
128
B FA P o rt fo l i o
Sampson Tsai
Unplugged
130
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
131
Unplugged
132
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
133
Unplugged
134
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
135
Unplugged
136
B FA P o rt fo l i o
Sampson Tsai
Unplugged
138
B FA P o rt fo l i o
Sampson Tsai
Unplugged
140
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
141
Unplugged
144
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Aero Department Store
145
Unplugged
010
146
B FA P o rt fo l i o
Sampson Tsai
Gamers don’t die, they respawn.
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
Co urse
Identity 2
Instructor
Todd Hedgpeth
Term
Fall 2012
Category
Identity Design
Palette
147
Unplugged
B FA P o rt fo l i o
Sampson Tsai
Objective
Solution
Razer Inc. is a privately held American computer manufacturer that specializes in products marketed to gamers. This was a project that focused on the range in branding of a revolutionary design for Razer. The challenge here was to apply their brand spirit, “For Gamers By Gamers,� into this identity redesign task.
Being a hardcore gamer myself, enhancing the existing look and feel of the brand will help it stand out more from its competitors. It is very important to keep the balance between conservative and extreme. Gamers should be fascinated by the sophisticated branding system while visiting the products. The final goal of the new Razer branding system is to make the gaming consumers feel special while helping them commit to Razer’s gaming products.
148
Unplugged
150
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
151
Unplugged
152
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
153
Unplugged
154
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
Beast Machine
Aa
A B C D E F G H IJ K L M N O P Q R S T U V WXYZ a b c d e f g h ij k l m n o p q r st u v wz yz 1 2 3 4 5 6 7 8 9 0 ! @ # $ %^ & *
155
Unplugged
156
B FA P o rt fo l i o
Sampson Tsai
Unplugged
158
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
159
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
Razer Branding
161
Unplugged
011
162
B FA P o rt fo l i o
Sampson Tsai
Good design is transparent.
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
BFA in Graphic Design
Co urse
Identity Design
School
Academy of Art University
Term
AAU 2010–2013
Category
Identity Collection
Palette
--
163
Unplugged
B FA P o rt fo l i o
Sampson Tsai
R
164
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
BFA in Graphic Design
165
Unplugged
166
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
BFA in Graphic Design
167
Unplugged
168
B FA P o rt fo l i o
Sampson Tsai
01 02 03 04 05 06 07 08 09 10 11
Pro j e c t
BFA in Graphic Design
169
Thank you
I want to thank my parents and my grandparents for supporting me. They have sacrificed so much for me, and I’m very grateful. They have given me so much and helped me pursue my dream of becoming a graphic designer. Also, I want to thank all the teachers I had for the past four years. Mary Scott, Thomas McNulty, Michael Osborne, Darrell Hayden, William Culpepper, Eszter Clark, Ariel Grey, Nicole Flores, and Todd Hedgpeth. Thank you all for making me a better designer, and thank you for giving me the power to unplug.
171
Production Notes E-mail Cell Website
sampson925@gmail.com 415 987 6871 sampsontsai.com
Typeface
HelveticaNeue
Paper Stock
Neenah Classic Crest 100lb
Software
Adobe Creative Suite CS6
School Course Instructor Design Photography Printing
Academy of Art University Senior Portfolio Mary Scott Sampson Tsai Sampson Tsai, Terry Huang Plotnet Printing 495 Carolina St, San Francisco, CA 94107 The Key Printing and Binding 1934 Park Blvd, Oakland, CA 94606
Binding
Copyright
172
Š2013 Sampson Tsai No Part of this publication can be reproduced without express permission from Sampson Tsai.