PORTFOLIO :: IN PURSUIT OF KNOWLEDGE ::

IN PURSUIT OF KNOWLEDGE

IN PURSUIT OF KNOWLEDGE

MFA PORTFOLIO STEPHANIE YU

" I FIND THAT A GREAT PART OF INFORMATION I HAVE, WAS ACQUIRED

BY LOOKING UP SOMETHING AND FINDING SOMETHING ELSE ON THE WAY." ADAMS, FRANKLIN P.

PORTFOLIO OF S TEPHANIE Y U

IN PUR S UI T OF KNOW LEDGE

Po r t foli o I N P U R S U I T O F K N OW L E D G E

Designer STEPHANIE YU

Ph o n e 5 1 0 452 7027

E m ail S T E P H A N I E Y U. D E S I G N @ G M A I L .CO M

In st r u cto r M A RY S COT T

S ch o ol AC A D E MY O F A RT U N IV E R S I T Y 79 N E W M O N TG O M E RY S T. SA N F R A N CI S CO

T y pe fa ce W H I T N E Y H T F, M E L B O U R N E , S E N T I N E L

Ph otog raphy STEPHANIE YU

Cam e ra N I KO N D 9 0

B in din g TAU RU S B O O K B I N D E RY

Pape r FI N CH 1 0 0 L B . T E X T

S of t wa re I L LU S T R ATO R , I N D E S I G N , P H OTOS H O P

CO PY R I G H T© 20 12 A L L R I G H T S R E S E RV E D. N O PA RT O F T H I S P U B L I C AT I O N M AY B E R E P RO D U CE D, S TO R E D I N A R E T R I E V E L S YS T E M O R T R A N SM IT T E D I N A N Y FO R M O R BY A N Y M E A N S WI T H O U T T H E W R IT T E N P E R M I S S I O N O F S T E P H A N I E Y U.

IN PURSUIT OF KNOWLEDGE The middle character of my chinese name combines two symbols that mean knowledge and sun. I believe that design is the combination of these two forms w hic h sp re a d p ositive p owe r like su nlig ht th ro ug h visual info r m atio n . To a cq uire a n u n d e r s t a n ding f ro m e a c h d e sig n I c re ate , I fo cu s o n th e p ro ce s s .

While I am designing , I rediscover the histor y and s to r y b e hin d e a c h p roje c t . To fo r m a u niq u e voice , I synthesize each thought, dot and bit and transform them by integrating type, images and graphics. This por t folio is the selec ted work of my pursuits and each pursuit shows the findings that I have acquired.

PORTFOLIO OF S TEPHANIE Y U

IN PUR S UI T OF KNOW LEDGE

TABLE OF CONTENTS

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PAGE 34 – 63

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PAGE 78 – 85

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PAGE 98–105

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PAGE 1 22 –135

THE PURSUIT OF COMFORT

THE PURSUIT OF SUNSHINE

THE PURSUIT OF INDEPENDENCE

THE PURSUIT OF THE COMMON GOOD

THE PURSUIT OF HOPE

THE PURSUIT OF PASSION

THE PURSUIT OF VITALITY

THE PURSUIT OF EXOTIC

PORTFOLIO OF S TEPHANIE Y U

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T it l e

HOME AWAY FROM HOME

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THE PURSUIT OF COMFORT

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Class

T y pe fa ce

H O M E AWAY F RO M H O M E

N AT U R E O F I D E N T I T Y

A RCH E R , M E L B O U R N E

C atego r y

In st r u cto r

S e m e ste r

BR ANDING

H U N T E R WI M M E R

20 12 S P R I N G

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HOME AWAY FROM HOME

REBRANDING HOWARD JOHNSON AS HOME AWAY FROM HOME

THE PURSUIT

THE ACQUISITION

THE OUTCOME

Students were asked to selec t a dead, dying or defunc t brand and rebrand the selec ted brand to develop its new identit y, visual standards and brand ex tensions . B randing is about the process of understanding what defines the brand, the identity and the essence of the business .

I decided to bring back the name HOJOb e c a u s e I t h i n k t h a t i t i s a name that can create at tention and s o u n d s f r i e n d l i e r. I c a m e u p w i t h th e id e a of home away from home to promote Howard Johnson’s ideals of comfor t and convenience for all.

My idea is to c re ate a n atm osp h e re of wa r m th a n d a s e ns e of b e l o ng ing .

E nte ring a H owa rd J o h ns o n e s t a b lishment is l i ke c o m i n g h o m e , a p l a c e w h e r e p e o p l e f e e l we l c o m e a n d re laxe d . Howard Johnson is not just a place to eat and sleep, but a related communit y of places , people and ser vices that provide an atmosphere of caring, trust and warmth.

HOJO will be focusing on travel; the time while you are traveling away from home. Whether you are on business trip or personal travel, Hojo is always a place where you can count on a smile and a quality experience. The new identity is inspired by the idea of home and a smiling face, and I want it to evoke a sense of friendliness and well being. The color ful design and rounded typefaces are what give the brand a sense of fun and warmth. The language tone that carries through this book is also friendly and similar to a southern hospitality greeting.

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HOME AWAY FROM HOME

The newly designed logo is inspired by home and a smiling face, and I want to create a new logo that evoke a sense of friendliness and well being. The House of Smiles is a happy, loving and warmhearted sign which everyone wants to experience.

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THE PURSUIT OF HOPE

T itl e

Class

T y pe fa ce

A L M OS T T H E R E

I N T EG R AT E D

H E LV E T I C A N E U E LT D.

CO M M U N I C AT I O N C atego r y P R I N T, W E B , I D E N T I T Y

S e m e ste r In st r u cto r CH R I S TO P H E R M O R L A N

20 1 1 FA L L

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ALMOST THERE

PROMOTING A FILM FESTIVAL FOR GUS VAN SANT

THE PURSUIT

THE ACQUISITION

THE OUTCOME

Students were asked to pick a film d i r e c to r a n d a s e r i e s o f f i l m s , t h e n to create a promotional piece based on the selected films that will consist of a set of materials which must functio n togeth e r as a wh o l e . Fo r this project, I picked Gus Van Sant as my selec ted direc tor.

Gus Van Sant ’s films are of ten focused o n yo u ng p e o p l e’s life jo u r n eys . M os t of his films deal with the troubled restless youth who face despairing moments in their lives. And only t h o s e yo u n g p e o p l e w h o a r e a b l e to l e a r n f ro m b a d exp e rie n ce s will b e able to take control of their lives .

I c re ate d a fe s tival c all e d “A lm os t There .” The message behind this festival is to inspire young people to find the optimistic side in the hopeless m o m e nt s of th e ir live s . I h o p e to encourage some of the people who come to t h i s f e s t i v a l to f i n d i n s p i r a t i o n i n Gus Van Sant ’s films. Perhaps they can see how they have moved or will move from despair towards hope during the tough situations they faced or will face i n t h e i r ow n l i ve s . M y v i s u a l d e s i g n c o n c e p t key wo rd s a r e j o u r n ey a n d street. The chosen photography theme a r e p l a c e s t h a t m o s t b o r e d yo u n g people hang around. I use black and white photos to evoke despair.

I designed a series of items including a poster, festival catalog, advertisements, DVD packaging , tickets and passes , website, schedule, and film soundtrack.

Also, the three produc ts func tion as fe s tival s o u ve nio r s th at a re re l eva nt e x te n s i o n s b a s e d o n m y f e s t i v a l c o n c e p t . T h e s e i te m s a r e r o a d t r i p s u r v i v a l k i t s , n o te b o o k s , a n d a C u r e For the Hopeless kits . The Cure For the Hopeless kits are a collection of inspiring quotes that will help young p e o p l e get th ro ug h b a d m o m e nt s .

The roadtrip sur vival kit consisits of ite m s to get ove r th e b a d m o m e nt s .

T h e n ote b o o k s a re a m e diu m to w rite d ow n b a d exp e rie n ce s a n d l e a r n f ro m them and hopefully remember how the young people overcame their problem.

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UGG SHOES PACK AGE

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THE PURSUIT OF SUNSHINE

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T y pe fa ce

U G G S H O E S PACK AG E

PACK AG E D E S I G N 2

G OT H A M , Q U I CK SA N D

C atego r y

In st r u cto r

S e m e ste r

PACK AG I N G

PAU L K AG IWA DA

20 1 1 FA L L

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UGG SHOES PACK AGE

PACKAGING UGG SHOES WITH SUSTAINABLE MATERIALS

THE PURSUIT

THE ACQUISITION

THE OUTCOME

Pick an existing shoe brand and create promotional packaging for a new line of sustainable footwear. The purpose of this project is to employed sustainable packaging practices and create structural solutions to both protec t and display the shoes.

UGG has its roots in surfing. The shoes were first made to keep surfers warm and comfortable. The Australian founder, Brian Smith, loves the casual lifestyle in Southern California and decided to expand the business there. My concept is inspired by the story behind the UGG b r a n d . I wa nt to c re ate su s t ain a b l e shoe packaging based on the concept of beachiness, while keeping the essence of the fashionable attributes of the brand.

My target audience is young women 20 to 35 years old, who prefer a luxurious lifestyle. They love to dress in a casual yet contemporary style.

UGG is well known not only as a luxury footwear maker but also as an icon f o r t h e c a s u a l a n d a c t i ve l i f e s t y l e .

Three key words for my concept are warmth, coz y and st ylish . I want to create a s u s t a i n a b l e p a c k a g i n g n o t only for storage of the produc t but packages that motivate customers to use the boxes for other purposes. The shoe box is made of cardboard covered with tex tile . The ear thy tones of the materials match to the shoes and evoke the sense of the beach .

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UGG SHOES PACK AGE

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SPANISH MUSIC POSTER

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THE PURSUIT OF PASSION

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T y pe fa ce

S PA N I S H M U S I C P OS T E R

T YPE EXPERIMENT

A D O B E C A S LO N P RO

C atego r y

In st r u cto r

S e m e ste r

PRINT

S TA N ZI E N K A

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SPANISH MUSIC POSTER

CELEBRATING A SPANISH MUSIC WITH A POSTER

THE PURSUIT

THE ACQUISITION

THE OUTCOME

We were asked to choose a song

I chose latin song “ Bailame� sung by

To experiment typography and images,

and create an experimental t ypo-

Gypsy K ing s . This is a spanish song

I found images and designed various

graphical poster. Develop a rationale

that reminds me of the time when I was

typographic compositions printed on

for interpreting a piece of music

in S p ain a n d th e p as sio n ate sp a nish

acetate sheets as the components to

through t ypography, imager y and

people. When I listen to this song, I think

explore through projector. I manually

layout without any photo editing.

about going to see a flamenco dance

t wis te d a n d tu r n e d m ate rials a n d

per formance . I wanted to express the

photographed them in different angles

idea of this lively atmosphere as well as

to create unique compositions. I think

the passion and confidence of flamenco

the contrasting color combinations ,

dancers . The design approach is to

black and red, strongly evoke the sense

bring in various materials and use

of the passion as well as the dance

projector to create more dimensional

that is flamenco.

design solutions.

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SPANISH MUSIC POSTER

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SPANISH MUSIC POSTER

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BOOMER ANG CHILDREN

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THE PURSUIT OF INDEPENDENCE

T itl e

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T y pe fa ce

B O O M E R A N G CH I L D R E N

V I S UA L CO M M U N I C AT I O N

H E LV E T I C A N E U E LT D.

C atego r y

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P H I L H A M L E T T,

20 1 0 S P R I N G

J E R E MY S CO U T

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BOOMER ANG CHILDREN

SHOWING THE HUMAN IMPACT OF BOOMERANG CHILDREN

THE PURSUIT

THE ACQUISITION

THE OUTCOME

Thoroughly research a topic for an entire

The number of adult children moving

The result of this book is the conse-

semester and produce a book. The goal

back home is increasing and becoming

quence of insights from people who

is to synthesize the obser vations and

a co m m o n tre n d n owa days . T his is

I’ve talked to. I held a conversation

research findings and transform these

c all e d th e b o o m e r a ng p h e n o m e n o n .

par ty and invited ten people to discuss

ideas into a strong message.

Boomerang children are young adults

this boomerang phenomenon. To invite

who graduated from college or graduate

people to join my par t y, I designed

school and returned to live with their

invitations , questionnaires and lit tle

parents . I explored this social issue ,

pamphlets to promote this topic. The

and in this project I discussed its

main goal of this discussion was to

impact on both the family and society

gather and distill the information

by g ath e ring o pinio ns f ro m dif fe re nt

regarding the impac t on the family

p e o p l e . I l e a r n e d th at , as a g r a p hic

and societ y of boomerang children .

designer, it is impor tant to synthesize information and communicate visually with th e su p p o r ting m e s s a ge . T h e i n f o r m a t i o n c a n b e f o u n d f r o m m a ny kinds of medias such as books, online research, interviews and questionnaires.

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BOOMER ANG CHILDREN

“I AM PRETTY CONFIDENT THAT THE BAD ECONOMY IS AMONG THE REASONS THAT CHILDREN NEED TO RETURN HOME AFTER THEY GRADUATE FROM COLLEGE.” — K I M BU R K E

T he boome ra ng childre n phe nome non re late s dire ctly to the bad e conomy—It is the single bigge st re ason the major it y of young adult childre n move back home. It is all a bout money, they are not a ble to be come f ina ncially inde pe nde nt on the ir own. T his could be c ause d by seve ral factor s such as ex pe nsive housing, joble s sne s s, lowe r-paid or de ad e nd jobs a nd so on.

Retur ning home might or might not be a good choice to s ave money. If the young adult childre n have lef t home for

colle ge s a nd move back to stay at home, it would s ave money f rom pa re nts’ pockets be c ause they don’t have to spe nd ex tra ex pe nse s on housing to suppor t the ir childre n liv ing outside the fa mily. By liv ing unde r the s a me roof, the family also sha re s the house hold a r ra nge me nts a nd this be come s more e conomic al. More ove r, young adult childre n s ave more money on the ir own if they get a job but live at home with the ir fa mily.

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BO OM E R A N G C H I L D R E N

“IT’S NOT ABOUT WHAT YOU KNOW, IT’S ABOUT WHO YOU KNOW.” — C J. T HOM S

Building up networks through out their academic years is important for students, especially for graduate students. This networking not only refers to finding part-time jobs in order to gain some experience, but also working hard at school. After graduation, the cruel thing is that students have to face the reality. Nothing good ever comes out of doing what is easy. That means students have to work hard and to get out of their comfort zone. Moreover, getting an internship is also helpful for getting in touch with people outside the schools or who are already working in the industry.

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LIFE IS NOT ABOUT HOW HARD YOU CAN HIT, IT’S ABOUT HOW HARD YOU CAN GET HIT AND KEEP ON MOVING.” — F R A N K H E R NA N DE Z

ving at home is comfortable to some degree r some people. Some college students or ung adults have trouble moving out because ey are too comfortable under their parents’ otection. They have been staying at home r so long, some of them are actually afraid of oving out and being on their own. It would be e for young adults to move back if they have

legitimate reasons. Since they are no longer considered mommy or daddy’s baby children, they should find a way to live on their own, independently. Life is not about how hard you can hit, it’s about how hard you can get hit and still keep on moving. No matter whether you stay at home or not, you need to stay alive and work for it.

BO OM E R A N G C H I L D R E N

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“IF YOU WANT CHILDREN TO KEEP THEIR FEET ON THE GROUND, PUT SOME RESPONSIBILITY ONTHEIR SHOULDERS.”

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“ THE MAJOR REASONS FOR ME TO MOVE BACK HOME WERE LACK OF FINANCIAL ABILITY, AS WELL AS A DESIRE TO TAKE CARE OF MY FAMILY.”

— A BIGA I L VA N BU R E N

— LIN, HSIN– J U

Some people move back, not because of financial issues, but they need to take care of their elderly family members at home.

In most Asian countries, children normally return home after graduating from college and stay with their parents until they get married. Moreover, young male adults are willing to live with their parents even if they get married. This is part of the reasons on traditional values in Asian countries. The

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multigeneration living pattern is popular, where the younger generation takes care of the elder one. They think that living under th same roof, it is easier to take care of each other as well as to improve family closeness.

In the Western countries, it is not as commo as in Asia. However, parents are still happy to live with adult children if it is economically affordable.

BO OM E R A NG C H I L DR EN

4

BO OM E R A N G C H I L D R E N

01

“ MY FAMILY IS TRYING TO RAISE ME NOT TO BE A BOOMERANG CHILD.”

BO OM E R A N G C H I L D R E

“I WOULD FEEL BAD FOR MAKING MYSELF A BURDEN ON MY PARENTS.”

—M A DE LIN E — NATH A N KIPP

Some of the boomerang problem is due to young adults not wanting to be adults. They want to try more lifestyles and keep all of their options open. For example, they want to travel and to take some life choice risks.

They would rather have freedom over having a secure place in mainstream society. They mostly view settled down adulthood as boring and predictable.

Moreover, they also don’t want to be restrained by a single job. They don’t plan to work at one place for too long. They think that working at one place their whole life is not what they are looking for. They do want to do work that means something. They want something that expresses who they are. They mostly care about their immediate careers and instant gratification

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01

“ NO MATTER HOW OLD YOUR PARENTS GET, MOST OF THEM DO NOT STOP PARENTING YOU.” — MICH A E L FA NG

One thing that I respect the most about my father is his dedication to the family. He always said “I am never going to stop moving even though I have plenty of money.” If he wants to retire, he could have done it early.

However, he said, “I am not finish yet. I still have to make sure that I have enough money for my children and my childrens’ children.

One’s personal space is invaded when young adult children move back home after graduation. As they are already adults, they want to have respect and privacy. This is hard to balance after living for a couple of years on their own outside the family, during college life. For adult children themselves, they also need to respect the rules such as curfues set up by the family. On the other hand, the parents always play an impor-tant

44

role in taking care of the family children members no matter how old they are. The parents could have kept their schedule quite free and flexible if their chil-dren were not back at home. However, it increases the responsibility on the parents if adult children stay at home, not because that is their duty, but they automatically do it for their children

BO OM E R A NG C H I L DR EN

4

BO OM E R A N G C H I L D R E N

01

WHO AM I? I am Stephanie (Chih–Ting) Yu, an international student from Taiwan, and currently pursuing an MFA in graphic design at the Academy of Art University. I previously attended a design program before beginning to learn formal design principles in the USA. I have grown up in an Asian environment for more than twenty years, and I think that studying here is a good oportunity to sharpen my creative thinking as well as to look at things at diffreent angles.

My passion for becoming a designer is not only to make things that are visually appealing but also communicate with people outside design world. I also want to involve in the society and solve the problems through my eyes as a graphic designer.

BO OM E R A N G C H I L D R E

PORTFOLIO OF S TEPHANIE Y U

IN PUR S UI T OF KNOW LEDGE

T it l e

BOOMER ANG CHILDREN

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BO OM E R A N G C H I L D R E N

COLLEGE GRADUATES ARE INCREASINGLY MOVING BACK TO LIVE WITH THEIR PARENTS AFTER GRADUATION.

HERE ARE THE STATISTICS OF COLLEGE GRADUATES LIVING AT HOME. THE RATE IS INCREASING BETWEEN 2006 –2009.

80 % 77 %

100

73 % 75

67 %

50

65% 25

2006

2007

2008

2009

6 5% OF COL L EGE GR A DUAT E S T U DEN T S MOV E B ACK HOM E A F T E R GR A DUAT ION.

S ou r c e: P ol l r e s u lt s r e le a s e d by C ol le ge G rad.c om .

04

BO OM E R A NG C H I L DR EN

05

01

BO OM E R A N G C H I L D R E N

INTRO The number of adult children moving back home is increasing and becoming a common occurence nowadays. This is called “The Boomerang Children Phenomenon.” I want to explore the reasons behind this trend, and discuss its impact on both the family and society.

Parents expect that their children will become indepen-dent and self-sufficient after graduating from college or graduate school. However, the reality turns out to be an unexpected situation. More and more recent gra-duates are asking their parents for permission to move back home. Some believe that the “boomerang children” phenomenon is due to harsh economic times, while others place the blame on upbringing and background. The number of children moving back home is increasing and becoming a common trend. How does this shift affect both family and society?

13

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BO OM E R A N G C H I L D R E N

PARENTS LOSE FREEDOM AND DELAY THEIR RETIREMENT

SOME REASONS ABOUT RECENT GRADS MOVE BACK HOME.

Af te r p a re nts s p e n d th o u s a n d s of d o l l a r s r a i s i n g th e i r c h i l d re n, th ey ex p e c t th at th e i r c h i l d re n w i l l b e c o m e f in a n c i a l l y i n d e p e n d e nt a s we l l a s h ave th e a b i l i t y to wo r k o r to f i n d a j o b. I n th at way, p a re nts c a n f i n a l l y t a ke a

GRADUATING FROM COLLEGE

re s t a n d e n j oy th e i r ti m e af te r re ti re m e nt. L i v i n g to g e th e r w i th c h i l d re n m ay of fe r f a m i l y c l o s e n e s s, b u t i n s o m e c a s e s th e p a re nts h ave to c u t b a c k o n p l e a s u re s s u c h a s d i n i n g o u t a n d va c ati o n s, o r eve n c o nti n u e o r re tu r n

TAKE CARE OF THE FAMILY

to wo r k to s u p p o r t th e f a m i l y. T h e p a re nts h ave to s p e n d ex tr a ex p e n s e s i n s u p p o r ti n g th e i r c h i l d re n f i n a n c i a l l y.

A s a re s u l t, p a re nts h ave to wo r k l o n g e r i n o rd e r to m a ke s u re th at th ey h ave e n o u g h m o n ey fo r th e i r c h i l d re n, a n d a l s o fo r th e m s e l ve s, to s p e n d af te r re ti re m e nt.

PERMISSIVE PARENTING

SAVE MONEY

70%

70% OF YOUND ADULTS RETURN HOME DUE TO THE BAD ECONOMY AND THE DIFFICULTY OF FINDING A JOB.

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01

BO OM E R A N G C H I L D R E N

IS

TUITION GROWTH OVER THE PAST THIRTY YEARS IN PUBLIC AND PRIVATE SCHOOL

S R F A T

$ 3 0.0 0 0

SO

Cr sh he m

$ 2 5.0 0 0

$ 2 0.0 0 0

$ 15.0 0 0

$ 20,000

$ 10.0 0 0

$ 5.0 0 0

GR A DUATE SENIORS OWE $20.000 IN STUDENT LOA N DEBT ON AVER AGE

1980

1990

2000

2010

Source: Pol l results released by CollegeGrad.com.

BO OM E R A NG C H I L DR EN

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BO OM E R A NG C H I L DR EN

BO OM E R A N G C H I L D R E N

IS SUE

9.4%

2008

MOST STUDENTS’ PL THEY ARE TAUGHT T SCHOOL BUT LACK TO LEARN. THEY DO EXACTLY WHAT THE BEFORE OR AFTER G

JOBLESSNESS AND OUTSOURCING

JOBLESS RATE FOR 25 TO 34 YEARS OLD YOUNG ADULT FROM 2008 TO 2009

The bad economy has created a large group of boomerang children who cannot find a job af ter college or who are unable to sustain the lifest yle they were accu-stomed to growing up in. According to the Bureau of Labor Statistics, the jobless rate for 25 to 34 year olds had risen to 9.4% in 20 08 from 14% in March 20 09.

14%

Additionally, more and more factories and companies outsource jobs to countries which have cheaper labor.

The National Association of College and Employers said that graduating class of 20 09 received 22% fewer job offers than the previous year. The U.S. Depar tment of Labor repor ts that the unemployment rate for bachelor’s degree holders under age 27 is the worst since 1983. This phenomenon af fects the job market. Consequently, it is more dif ficult for recent graduated students to find jobs.

GET UP BEFORE YOU GET

SOLUTION

OUT.

Design t ypographical t-shir ts with inspirational quotes to motivate s to plan ahead before graduation. professionally suppor ted, one-torelationships with mentors.

2009

S ou r c e: P ol l r e s u lt s r e le a s e d by C ol le ge G rad.c om .

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BO OM E R A NG C H I L DR EN

BO OM E R A N G C H I L D R E N

IS SUE

IS SUE

RECENT GRADS HAVE LESS WORKING EXPERIENCE AND NETWORKING

THE MAJOR REASON BOOMERANG CHILDR MOVE BACK HOME IS OF FINANCIAL FACTO

SOLUTION SOLUTION

BOOMERA G CHILDREN

Create an organization that would help boomerang children reach their potential through professionally supported, one-toone relationships with mentors.

Design a set of brochures to provid tips on how to save money includin easily understandable investment i tion to help them step by step to u money management.

BOOMERA G CHILDREN

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PORTFOLIO OF S TEPHANIE Y U

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BOOMER ANG CHILDREN

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SOURCE RESTAUR ANT WEBSITE REDESIGN

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THE PURSUIT OF VITALITY

T itl e

Class

T y pe fa ce

S O U RCE R E S TAU R A N T

W E B TO O L S: H TM L

CL A R E N D O N , G OT H A M

C atego r y

In st r u cto r

S e m e ste r

WEB

A N D R E A PI M E N T E L

20 12 S P R I N G

WEBSITE REDESIGN

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SOURCE RESTAUR ANT WEBSITE REDESIGN

REDESIGNING SOURCE’S VEGETARIAN RESTAURANT WEBSITE

THE PURSUIT

THE ACQUISITION

THE OUTCOME

We were asked to pick a restaurant and

Source is a vegetarian restaurant

The new site consists of six pages. The

create an HTML website. The webpage

that believes in keeping the ear th’s

site contents include a homepage, menu,

must show the ability to apply HTML ,

ecosystem in balance. The restaurant

photo, contact information, online order

CSS and demonstrate an understanding

selects high quality organic food and

page and a collection of press releases.

of visual communication and typography

cooks its dishes in an innovation way.

I applied typographic treatments and

w i t h we b te c h n o l o g y. I d e s i g n e d a

When thinking about vegetarian fo o d ,

a grid system that I learned in print

website for the vegetarian restaurant

words such as freshness and healthy

d e sig n . I l e a r n e d th at a go o d t y p e

called Source, located in the SOMA

come to mind. I developed an ear thy

hierarchy makes the user experience

district in San Francisco.

and homemade feel to convey freshness.

fluid and intuitive . The position of

M y f o c u s a u d i e n c e i s 2 5 to 4 5 ye a r

navigation is also impor tant for users

old consumers who live an active lifesty

to easily browse the website .

leand care about what they eat. The cu r re nt we bsite la c k s a ny o r g a nic feeling. To reva m p it , I applied ear thy color combinations and tex tured b a c k g ro u n d s to sh ow my co n ce pt .

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SOURCE RESTAUR ANT WEBSITE REDESIGN

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SOURCE RESTAUR ANT WEBSITE REDESIGN

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PORTFOLIO OF S TEPHANIE Y U

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MAHATMA RICE MASS MARKE T

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THE PURSUIT OF THE COMMON GOOD

T itl e

Class

T y pe fa ce

M A H ATM A R I CE

PACK AG I N G D E S I G N 2

G OT H A M , A D O B E C A S LO N

C atego r y

In st r u cto r

S e m e ste r

PACK AG I N G

PAU L K AG IWA DA

20 1 1 FA L L

MASS MARKET

07

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PORTFOLIO OF S TEPHANIE Y U

IN PUR S UI T OF KNOW LEDGE

T it l e

MAHATMA RICE MASS MARKE T

REDESIGNING THE MASS MARKET LINE OF MAHATMA RICE

THE PURSUIT

THE ACQUISITION

THE OUTCOME

S t u d e n t s we r e g i ve n a n e x i s t i n g

The original packaging of Mahatma

To make the newly designed packaging

produc t found in most supermarkets .

was a plastic bag. I redesigned the

distinguishable in the supermarket

T h e p u r p o s e o f t h i s p r o j e c t i s to

p a c k a g i n g u s i n g a b ox t h a t m a ke s

environment, I redesigned the logo by

redesign its packaging and to explore

the product recognizable on the shelf,

typesetting it with Clarendon Condensed

a s tro ng sh e lf p re s e n ce as we ll as

m a ke s i t e a s y to s to r e a n d ke e ps

Bold to keep an American feel. I created

promote the message of quality. We

the rice fresh. The keywords for the

line extensions for white rice, brown

also needed to develop line extensions.

concept are family, homemade, and

rice, wild rice and red rice mix by using

I w a s t a s ke d w i t h r e d e s i g n i n g t h e

American. I focused my target

different colors to separate each line.

American rice brand, Mahatma, owned

audience on shoppers who eat rice

The frontside graphics are inspired by a

by R ivia na Fo o d s , I n c . M a h atm a is

more than three days a week . The

rice paddy field with a die-cut technique

America’s first major rice brand.

key consideration for rebranding the

to show the rice. On the back are step-

mass-market line is to increase the

by-step cooking instructions using hand-

p ro d u c t s’ visibilit y ove r th e oth e r

drawn icons.

rice brands on the shelf. I explored t ype hierarchy and identified what is the most impor tant information for consumers to distinguish in the packaging.

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PORTFOLIO OF S TEPHANIE Y U

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MAHATMA RICE MASS MARKE T

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MAHATMA RICE MASS MARKE T

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MAHATMA RICE MASS MARKE T

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MAHATMA RICE MASS MARKE T

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PORTFOLIO OF S TEPHANIE Y U

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MAHATMA RICE MASS MARKE T

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PORTFOLIO OF STEPHANIE YU

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MAHATMA RICE MASS MARKE T

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PORTFOLIO OF S TEPHANIE Y U

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MAHATMA RICE BOUTIQUE LINE

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THE PURSUIT OF THE EXOTIC

T itl e

Class

T y pe fa ce

M A H ATM A R I CE

PACK AG I N G D E S I G N 2

G OT H A M , A D O B E C A S LO N

C atego r y

In st r u cto r

S e m e ste r

PACK AG I N G

PAU L K AG IWA DA

20 1 1 FA L L

BOUTIQUE LINE

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PORTFOLIO OF S TEPHANIE Y U

IN PUR S UI T OF KNOW LEDGE

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MAHATMA RICE BOUTIQUE LINE

CREATING A BOUTIQUE LINE FOR MAHATMA RICE

THE PURSUIT

THE ACQUISITION

THE OUTCOME

Students were tasked with the creating

The Mahatma rice boutique line

T h e la b e ls at b oth th e f ro nt a n d

packaging of a new boutique line with

explored the idea of food culture

back sides convey the information

ex tensions for a large food brand.

and flavor ex tensions based on

mainly through typography. I created

I created a boutique line for the American

the cuisine of dif ferent countries .

four pat terns with distinc t color

rice brand Mahatma, which currently

I developed four lines: Japanese

combinations to represent each

has only mass-marketed products.

sushi mix, Spanish paella, Italian

co u ntr y. T h e M a h atm a l ogo is

risotto and Indian basmatic . The

redesigned to make it more refined

key words for the concept were

to the boutique market.

gourmet, exotic and modern. The b o u t i q u e p a c k a g e d e s i g n was inspire d by th e l o ng itu d e a n d latitude of each of the four countries.

I experimented with t ype choices and hierarchy to find th e a e s th etic th at b e s t communicated the characteristics of each line. The packaging containers are glass jars that can be reused to store any dr y goods.

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MAHATMA RICE BOUTIQUE LINE

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IN MY GREATEST APPRECIATION OF MY BELOVED FAMILY Thank you to my dad, mom , grandmom , brother and two little sisters. I really appreciate all the suppor t a n d u n d e r s t a n ding yo u h ave g ive n m e d u ring this process of pursuing what I love these past four years.

Without your love and encouragment, I wouldn’t have the courage to chase my dream of becoming a graphic designer. This portfolio is dedicated to all of you, and I hope I have made you proud.

MY INSTRUCTORS Mar y Scot t , Phil Hamlet t , Hunter Wimmer, Michele Romsen , Jeremy Stout , Christopher Morlan , Stan Zienka , Paul K agiwada , Andrea Pimental, Emma Jon , Micheal K ilgore , and Jennifer Sterling. I deeply appreciate ever y thing I have learned from all of you in this program . Thank s for all the guidance and individual advice .

MY CLASSMATES AND FRIENDS To all of yo u wh o a cco m p a nie d m e th ro ug h this jo u r n ey.