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P R O J E CT 1 2 3 4 5 6 7 8 9 F O R WA R D
F O R WA R D _
S H AW H E E N _ FA LC O N KHORSHIDIAN_ OF THE SUN
‘Khor’ means sun
At the core of every problem lies its solution. The core of any system is the heart, the essence, the balance between positive and negative charge. This book is a collection of projects that solve the essence of a problem to best represent its inner truth. This book is dedicated to my parents for giving me every possible opportunity to succeed and never a reason to fail; for helping me examine the society in which I have been educated and decide for myself whether or not those truths coincide with my own.
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P R O J E CT 1 2 3 4 5 6 7 8 9 C O N T E N TS
00_
Table of Contents
P R O J E CT_ 01
P R O J E CT_ 2
P R O J E CT_ 3
I am
The hunt
Digget
P R O J E CT_ 4
P R O J E CT_ 5
P R O J E CT_ 6
Subway
Toys R Us
Chocolove
P R O J E CT_ 7
P R O J E CT_ 8
P R O J E CT_ 9
L’amourette
Re_Evolution
Perfection is Naught
009
010
portfolio_ shawheen khorshidian
P R O J E CT 1 2 3 4 5 6 7 8 9 I AM_ TYPE + PRINT
P R O J E CT_ 01
COURSE_ TYPOGRAPHY 1 I N ST R U CTO R _ ARIEL GREY TERM_ SPRING 2012 CAT E G O RY _ TYPE + PRINT
I Am_ AU TO B I O G R A P H Y
TA S K _ Design a sixty page book exploring the use of experimental typography in a cathartic and self-expressive approach. B R I E F _ I began by finding a solution to represent all the different sides of my personality through a visual autobiography. The chapters are in chronological order of life events and are divided by color and levels of awareness; Chapters One, Two & Three are respectively Physical, Mental, & Spiritual. In order to reflect the idea of growth, Chapter One is predominantly visual with small pieces of textual commentaries and as the story of my life builds, so does the amount of information in the body text. I think, therefore I am, so I do.
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013
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P R O J E CT
1 2
3
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9 I AM_ TYPE + PRINT
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P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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portfolio_ shawheen khorshidian
P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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portfolio_ shawheen khorshidian
P R O J E CT
1 2
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9 I AM_ TYPE + PRINT
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P R O J E CT 1 2 3 4 5 6 7 8 9 E D D I E B AU E R _ R E B R A N D
P R O J E CT_ 0 2
COURSE_ IDENTITY 2 I N ST R U CTO R _ TO D D H E D G P E T H TERM_ SPRING 2012 CAT E G O RY _ B R A N D I N G + PAC K AG I N G
Eddie Bauer_ R E B R A N D
TA S K _ Rebrand Eddie Bauer in a modern, urban way to elevate the brand and broaden its consumer demographic to millennials. B R I E F _ Eddie Bauer brand has a long lasting history of designing aesthetically innovative and wearable technology. He assisted America in such endeavors like the styling the first summit of Mt. Everest, inventing the badminton cockshuttle, and introducing the black labrador as a hunting companion. Rebranding will fortify Eddie Bauers credibility in marketing products that are attractive, progressive and durable to a changing fashion industry. This will enhance brand equity and attract a wider range of consumers, to increase the overall integrity and authority as an everlasting heritage cemented in American history.
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P R O J E CT
1
2 3
4
5
6
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8
9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT
1
2 3
4
5
6
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8
9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT
1
2 3
4
5
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9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT
1
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9 E D D I E B AU E R _ R E B R A N D
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041
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portfolio_ shawheen khorshidian
P R O J E CT
1
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9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT
1
2 3
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9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT
1
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9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
P R O J E CT 1 2 3 4 5 6 7 8 9 S U B WAY _ R E B R A N D
P R O J E CT_ 0 3
Subway_ R E B R A N D
COURSE_
TA S K _
PAC K AG E D E S I G N 2 I N ST R U CTO R _ CHAMINDRI WIJEMANNE TERM_ SPRING 2012 CAT E G O RY _ B R A N D I N G + PAC K AG I N G
Create a new brand for Subway, revitalizing its classic quality in a fresh & modern way to get rid of its smelly fast-food stigma.
B R I E F _ By creating a new aesthetic for the store, consumers will be introduced to a revitalized desire for all–American dining. The goal is to enhance the packaging designs while still maintaining the popular image that the brand has attained. The target audience is still the general public of America and those interested in healthy, large-portioned, quality submarine sandwiches to-go.
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P R O J E CT
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9 S U B WAY _ R E B R A N D
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P R O J E CT
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9 S U B WAY _ R E B R A N D
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P R O J E CT
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9 S U B WAY _ R E B R A N D
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P R O J E CT
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9 S U B WAY _ R E B R A N D
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portfolio_ shawheen khorshidian
project
1 2 3 4 5 6 7 8 9 d i g g e t _ a p p l i c at i o n
P R O J E CT_ 0 4
COURSE_ GRAPHIC DESIGN 2 I N ST R U CTO R _ TO M M C N U LT Y TERM_ AU T U M N 2 0 1 1 CAT E G O RY _ D I G I TA L A P P L I CAT I O N
Digget_ A P P L I CAT I O N
TA S K _ Develop a web service, present the nature of its capabilities and show how users will benefit from its resources. B R I E F _ I conceptualized a program allowing users to share as well as organize all of their media inspiration. Similar to most other popular media organizing applications, Digget users may share and store their information in albums or ‘caves’ then add their own tags to characterize their collection. Users may comment, like, add, or discuss inspiration on another user’s profile. Unlike any other application, Digget allows users more personal customization with options for storing media by color, date, and any other nature of the media according to the specified needs of each cave–dweller. Furthermore, the source from which the original media came may be promoted or even displayed on a user’s profile if one wants to share the inner workings of their creative mind to another.
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project
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d i g g e t _ a p p l i c at i o n
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project
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d i g g e t _ a p p l i c at i o n
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project
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d i g g e t _ a p p l i c at i o n
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project
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d i g g e t _ a p p l i c at i o n
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portfolio_ shawheen khorshidian
P R O J E CT
1
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9 E D D I E B AU E R _ R E B R A N D
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portfolio_ shawheen khorshidian
project
1 2 3 4 5 6 7 8 9 toys r us_rebrand
P R O J E CT_ 0 5
COURSE_ PAC K AG E D E S I G N 1 I N ST R U CTO R _ CHAMINDRI WIJEMANNE TERM_ SPRING 2011 CAT E G O RY _ B R A N D I N G + PAC K AG I N G
Toys R Us_ R E B R A N D
TA S K _ Create a fresh identity for Toys R Us and elevate the integrity of the brand, appealing to a broader customer demographic. B R I E F _ Toys R Us has endured time as a primary destination for the widest selection of children’s toys. Other stores like Target and Walmart remain a destination for commonplace novelties like video games and sporting goods; so by maturing the Toys R Us image and appealing to all ages, the brand will regain its strength and be seen as not a regular toy store, but as a destination for all sources of entertainment. Founded by Charles Lazarus in 1948, the company started as an infant furniture store. As the store gained more popularity, customers began to request baby toys. Soon came more mature toys and of course the stores main purpose became renowned for its wide variety.
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project
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toys r us_rebrand
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project
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toys r us_rebrand
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project
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toys r us_rebrand
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project
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toys r us_rebrand
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project
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project
1 2 3 4 5 6 7 8 9 chocolove_rebrand
P R O J E CT_ 0 6
COURSE_ PAC K AG E D E S I G N 1 I N ST R U CTO R _ CHAMINDRI WIJEMANNE TERM_ SPRING 2011 CAT E G O RY _ B R A N D I N G + PAC K AG I N G
Chocolove_ R E B R A N D
To conceptualize a premium chocolate bar brand and create a visual story for packaging thats both appetizing and seductive.
TA S K _
B R I E F _ I began by choosing the brand Chocolove because its original packaging was a tacky version of a love letter; each flavor was “mailed� from the origins of its exotic flavor. I decided to take a more human approach by involving more familiar ornamentation. I began to sketch out different versions of magical ways to magnetize a consumer and illuminate Chocolove amongst the competition.
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project
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chocolove_rebrand
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project
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chocolove_rebrand
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project
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chocolove_rebrand
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project
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chocolove_rebrand
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project
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project
1 2 3 4 5 6 7 8 9 l’ a m o u r e t t e _ r e b r a n d
P R O J E CT_ 0 7
COURSE_ PAC K AG E D E S I G N 2 I N ST R U CTO R _ CHAMINDRI WIJEMANNE TERM_ SPRING 2012 CAT E G O RY _ B R A N D I N G + PAC K AG I N G
L’Amourette_ R E B R A N D
TA S K _ To conceptualize a premium chocolate bar brand and create a visual story for packaging thats appetizing and seductive. B R I E F _ I believe that all designers should be able to approach any given concept in a variety of approaches. With this project all I wanted was to prove that I can design a premium chocolate brand with the exact same concept in a new approach. Truly the most direct competition was myself and in order to win, I had to beat out myself. The competition was stiff, but I prevailed.
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project
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l’ a m o u r e t t e _ r e b r a n d
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project
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project
1 2 3 4 5 6 7 8 9 movmt_ type conference
P R O J E CT_ 0 8
COURSE_ TYPOGRAPHY 4 I N ST R U CTO R _ ARIEL GREY TERM_ SUMMER 2013 CAT E G O RY _ BRANDING + PRINT
Movmnt_ T Y P E C O N F E R E N C E
TA S K _ Conceptualize & design a conference concerning the future and evolution of both global communication and typography. B R I E F _ I was mostly inspired by philosophies of Marshal McLuhan for this project. In 1969 he spoke of how the media defines the message, meaning that the fact that a word is composed of letters influences the way our brain understands the meaning beneath the symbols. I began to explore the history of language, starting in its earliest known record of ancient Sumer and moving forward to the digital age of global communication. The conference is split into three days seperated by three distinct eras of letterform.
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project
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movmt_ type conference
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project
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movmt_ type conference
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project
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movmt_ type conference
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project
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movmt_ type conference
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project
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movmt_ type conference
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project
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movmt_ type conference
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project
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1 2 3 4 5 6 7 8 9 P E R F E CT I O N I S N AU G H T_ T Y P E + P R I N T
P R O J E CT_ 0 8
Perfection is Naught_ P R I N T
COURSE_
TA S K _
TYPOGRAPHY 4 I N ST R U CTO R _ ARIEL GREY TERM_ AU T U M N 2 0 1 3 CAT E G O RY _ TYPOGRAPHY + PRINT
Conceptualize & design a book about how to find yourself as a designer by following the path of successful artists before you.
B R I E F _ I was inspired by a New York Times Best Selling book called Steal Like an Artist. Nobody is born with a style or a voice. We do not just come out of the womb knowing fully who we are. In the beginning, we learn by pretending to be our heroes; we learn by copying. This is practice not plagiarism—plagiarism is trying to pass someone else’s work off as your own. Copying however, is all about reverse engineering. It is like a mechanic taking apart a car to see how it works. I began following Leonardo DaVinci, channeling his deep desire to understand the whole of the world. At the end of his path I came to realize that perfection is nothing.
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project
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P E R F E CT I O N I S N AU G H T_ T Y P E + P R I N T
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P E R F E CT I O N I S N AU G H T_ T Y P E + P R I N T
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1 2 3 4 5 6 7 8 9 T H A N K YO U
00_
Thank you
TO M Y FA M I LY _
For their endless encouragement, support and unconditional love. You have given me every opportunity to pursue my dreams and always support my endeavors. I know that am truly blessed to have been gifted with such remarkable role models and I truly look forward to giving back at least a portion of that which you gave me. TO M Y F R I E N D S _
For helping me grow as a human and teaching me how to seperate myself from my work. You’re my biggest inspiration; without the beauty you show me every day I would never create the same work. I see you as the personification of all that I see fit with the world and I know that am truly blessed to have the privelage of learning and growing with such remarkable souls. TO M Y I N ST R U CTO R S _
For teaching me the hardest lessons of all and pushing me so far past my limits that I have absolutely no reason not to succeed and design beautifully with meaning. Mary Scott, Ariel Grey, Darrell Hayden, Christine George, Saami, Chums, and Thomas McNulty. 139
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1 2 3 4 5 6 7 8 9 SPECS
SPECS_
Production notes
DESIGNER_
COURSE_
I N ST R U CTO R _
Shawheen Khorshidian
BFA Portfolio
Mary Scott
TITLE_
PRINTER_
KHOR
Giant Horse
S O F T WA R E _
P H OTO G R A P H Y _
The Key
Adobe Creative Suite 6
Shawheen Khorshidian
T Y P E FAC E _
PA P E R _
SIZE_
Akkurat
Finch 100lb
8" x 11.5"
TERM_
Spring 2014 B I N D E RY _
C O PY R I G H T Š 2 0 1 4 _ S H AW H E E N K H O R S H I D I A N
All rights reserved. no portion of this publication may be in any way reproduced, stored in a retrieval system or transmitted in any form as well as by any means like electronic, mechanical, photocopying, recording, or otherwise without the written or documented permission of Shawheen Khorshidian. 141