Portfolio of Ben Wong +
VISUALITY
VISUALITY concept
/
We absorb so much in our day to day activities that sometimes we don’t stop to think about what’s going on around us. Everyone has their own unique way of visualizing how things are viewed, and it’s always interesting to understand what others have to say. As individuals, we formulate ideas in our mind in a very distinct way. By understanding this, I feel that graphic design is key to helping people understand how we see and interact with the world. It is natural for me to be eagerly curious about how things work in an environment and to make sense of how one might see it in the grand scheme of things. When I put my thinking cap to work, I feel it’s important to always have a creative imagination. No matter how crazy or simple an idea ends up being, sometimes it turns out to be that great idea. I feel it’s very important to be visually curious. Through the years, it has acted as a motivating piece that keeps the fuel burning inside me. In the end, having the need to see things in a different way usually pays off. The works that are being showcased in this book are a reflection of how my ideas are processed from a mental visual, that is hidden from the world at first, that is later made visible for others to enjoy. + Feel free to be absorbed in my world of design.
introduction
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007
colophon
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Copyright Š 2011 All Rights Reserved. No part of this publication may be reproduced, stored in a retrival system or transmitted in any form or by any means without the written permission of Benjamin Wong. Ben Wong p . / +1 415 606 2260 e . / bw23@sbcglobal.net w . / www.benwongdesigns.com Academy of Art University 79 New Montgomery, San Francisco, CA Department Director / Mary Scott Course / Senior Portfolio Instructor / Mary Scott Cover Stock / White Coated Paper Text Stock / Neenah Environment 80# Text Endsheets / Canson Mi-Teintes Black Paper Printer / Progressive Solutions, Santa Clara, CA Bindery / The Key Bindery, Oakland, CA Typefaces / Knockout, Sentinel Software / Adobe Creative Suite 5 Camera / Canon EOS 30D Digital SLR Lighting / Lowel Ego Photography / Personal
visuality
portfolio of ben wong
CONTENTS transition
survive
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/ p.026
conquer
/ p.042
refresh
/ p.056
intrigue
/ p.062
sleek
/ p.076
consume
/ p.090
/ p.096
provide
branding
/ p.106
cohesive
/ p.112
c r e at i v e
/ p.134
modern
identity
/ p.148 / p.162
thank you
ta b l e o f c o n t e n t s
/ p.170
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portfolio of ben wong
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typography
4
_001
TRANSITION objective
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Create a type conference featuring unique aspects of the usage of typography. Include a promotional poster, a scheduler, an event pass and a mailer for the event. solution
deliverables
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Experimental Booklet + Promotional Poster + Scheduler + Event Pass + Mailer +
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With the printed paper slowly becoming almost nonexistent due to the growing trends of technology, there’s something to be said about the changes that are happening. I wanted to focus on developing a type conference around the understanding of where the printed newspaper is headed and what we lose from the tangible aspects of the newspaper as it transitions into a digital platform. The concept focuses on highlighting some key elements taken from the printed newspaper, especially with how we interact, visualize, and absorb the information. By having the booklet printed in a large newspaper format, it gives the viewer a nice visual and tactile experience, which can be lacking when viewing on a digital device. The challenge was figuring out a way to capture the feeling of how the reader is impacted by the alarming headlines and graphic visuals on the printed newspaper versus viewing it on the computer or when flipping the pages with the swipe of a finger on a portable device.
instructor
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ariel grey
type conference
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typography
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typography
4
instructor
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ariel grey
type conference
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type conference
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typography
3
_002
SURVIVE objective
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Choose a paper line and design a promotional piece around the product using typography and graphic elements. solution
deliverables
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Experimental Booklet + Promotional Poster + Swatch Cards +
instructor
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ariel grey
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Not many are aware of the bee crisis that’s on the rise and the severe impact honey bees have on our own survival. With the number of honey bees dying at a rapid pace, the severity of this situation should not be overlooked. Using Gmund’s Bee! paperline as a source of inspiration, I felt it was only fitting to conceptualize a unique way to create awareness and a call to action through this promotional piece. The book explores the bee crisis and the alarming affect it has on our agriculture as well as to inform the reader with a better understanding of how the bees play a big role in our lives. The idea was to develop a way to grab the attention of the viewer through typography and graphic visuals to put them inside the mind of the bees.
g m u n d pa p e r p r o m o t i o n
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typography
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ariel grey
g m u n d pa p e r p r o m o t i o n
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typography
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ariel grey
g m u n d pa p e r p r o m o t i o n
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typography
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typography
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ariel grey
g m u n d pa p e r p r o m o t i o n
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identity
2
_003
CONQUER objective
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Create a cohesive identity system and graphic standards manual for an existing sporting venue. solution
deliverables
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Standards Manual + Stationery System + Applications +
instructor
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t o m m c n u lt y
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With my love of cycling, I chose to challenge myself to redesign the Tour de France identity. The key was to capture the essence of the sport of cycling through its new identity without being clichĂŠ, while still providing the audience with better readability. I wanted to put my focused on understanding what makes the Tour de France a unique race and to figure out what key elements of the race to pull ideas from. The inspiration for creating a unique typeface came from the motivational handwritten chalk messages, as seen on the roads of the race, which helped build the core characteristics of the new mark.
tour de france redesign
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t o m m c n u lt y
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identity
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t o m m c n u lt y
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t o m m c n u lt y
tour de france redesign
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053
ROTTERDAM 2010
ROTTERDAM 2010
ROTTERDAM 2010
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identity
2
ROTTERDAM 2010
ROTTERDAM 2010
ROTTERDAM 2010
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t o m m c n u lt y
tour de france redesign
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2
_004
REFRESH objective
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Create a unique promotional poster for Netflix using a popular movie from the 1950/60s. solution
deliverables
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Promotional Poster +
instructor
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roland young
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Using the film “North by Northwest�, directed by Alfred Hitchcock, I wanted to create a subtle yet memorable poster. What would be more interesting than to create something that catches someone off guard? The concept was to take the iconic setting of Mt. Rushmore from the film and to replace the faces of the presidents with the main characters from the film: James Mason, Cary Grant, and Eva Marie Saint. In addition, I wanted to add a very significant chase scene from the film that created a sense of mystery and danger. The intention was to have the poster feel dynamic, while still providing a refreshing new look.
netflix poster promo
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roland young
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1
_005
INTRIGUE objective
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Design a promotional poster series for Pantone, using only 3 selected colors to showcase the unique finish. solution
deliverables
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Promotional Posters + Vector Illustrations +
instructor
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m e g u m i k i ya m a
/
Pantone has a wide array of colors to choose from, so it really tested my understanding of what colors work well together. The challenge was also being limited to only 3 selected colors per poster to showcase the vibrant colors. Using my interest in custom toy designs, the inspiration was drawn from my imagination to come up with 3 individual set of characters that express seperate personalities and emotions. These ‘blank’ toy characters were stylized with common characteristic that would be easily recognized by anyone. The intention of each poster was to tell a short and simple story of each character’s day to day activities.
pa n t o n e p o s t e r s e r i e s
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1
10:50 PM
PAYING BILLS
(50%) PANTONE 205
8:15 AM
HUGE SALE
(100%) PANTONE 4485
a day in the life of
KELLEY STAR (90%) PANTONE 1355
3:25 PM
SHOPPING SPREE (100%) PANTONE 2622
instructor
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m e g u m i k i ya m a
pa n t o n e p o s t e r s e r i e s
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073
6:35 AM
STUDYING
9:45 AM
(90%) PANTONE 1355
FINISHED EXAM
(100%) PANTONE 4485
(100%) PANTONE 129
a day in the life of
AKIRA TAKANO
(70%) PANTONE 292
6:55 PM
VERY LONELY
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1
9:20 AM
COUCH POTATO
12:35 PM
PASSED OUT
a day in the life of
(100%) PANTONE 157
BOB O’REILLY (90%) PANTONE 1355
(100%) PANTONE 4485
instructor
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m e g u m i k i ya m a
6:55 PM
FOOD COMA
(100%) PANTONE 385
pa n t o n e p o s t e r s e r i e s
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pa c k a g e d e s i g n
3
_006
SLEEK objective
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Design and fabricate a prototype lamp. solution
deliverables
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Lamp Prototype + Logo Design +
instructor
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t o m m c n u lt y
/
While I have never really dealt with any sort of fabrication of this caliber in the past, especially something that deals with electricity, I accepted the challenge. It was definitely something I quickly grew excited and interested about as I dove into the research. In this project I was to design a unique table lamp for a retail market, in this case, Philips. The initial studies were to help develop a name for the product itself. After narrowing down my choices, all fingers pointed to the name, Aura. In experimenting with the name, I found that it would be interesting to emphasize the name through the lamp’s design. The focus was set on developing a contemporary lamp design that will still retain a sense of simplicity of the brand itself. Using the name as an inspiration for the design, I created layers of color fading from light to dark that seamlessly wrap around the lamp, allowing it to mimic the soft glow as the light shines through.
lamp prototype
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t o m m c n u lt y
lamp prototype
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t o m m c n u lt y
lamp prototype
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lamp prototype
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2
_007
CONSUME objective
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Create a poster series on news consumption. solution
deliverables
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Poster Series +
instructor
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roland young
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The idea for this project came from trying to understand how people consume their news, and what stands as ‘important’ in the eyes of the general public. With the younger generations showing less interest in the news, it made me wonder what would have to change. After doing research, it was interesting to find out where people were going for their latest headlines, in-depth reporting, views and opinions, and entertainment. The results varied, depending on what the viewers were looking for. With CNN being the most watched news for the latest headlines, I decided to use it as the main news source for this project. Children don’t necessarily watch the news, but they always have interesting things to say. I wanted to position the children as the news anchors of today, and to develop headlines that would primarily relate to children.
news consumption
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roland young
news consumption
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roland young
news consumption
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pa c k a g e d e s i g n
3
_008
PROVIDE objective
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Create a new brand image, packaging structures and graphic approach for a line of pharmaceutical products. solution
deliverables
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Packaging System + Test Strip Containers + Caplet Containers +
instructor
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t o m m c n u lt y
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Having family members who suffer from high blood pressure/diabetes, I felt it would be a great opportunity to make a change in how these products are received. I focused my attention on turning the packages into a more vibrant and welcoming interpretation. My idea was to lighten the subject matter by bringing in illustrations of the actual product, warm pops of colors, and simple terms that communicate easily to the consumer. The idea was focused on creating a new user experience, from the visuals, to the opening of the packages and onto using the products. Having a numbering system was to help give the whole system a sense of order. By using a bright color system, it helped break away from the norm and direct its focus on giving the packages some life and to provide a more inviting appeal.
d i a b e t e s pa c k a g i n g
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pa c k a g e d e s i g n
3
instructor
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d i a b e t e s pa c k a g i n g
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blood pressure monitor
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lancing device
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test strip
course
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pa c k a g e d e s i g n
3
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glucose monitor
instructor
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t o m m c n u lt y
insulin caplets
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c r av i n g pat c h
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pa c k a g e d e s i g n
4
_009
BRANDING objective
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Redesign Kohl’s packaging by developing a revitalized and refocused branding system. Create a house of brands and private labels that will embody and personify the new Kohl’s through marketing and packaging systems as well as P.O.P. displays. solution
deliverables
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Logo Design + Packaging System + Branding +
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With competitor’s such as Target, Kmart, Walmart, and Sears in the current market, Kohl’s needs to connect its demographic on a psychological and emotional level to communicate quality and sophistication through strong product design and establish a deep brand loyalty throughout its many locations. Kohl’s also need to focus on their customers needs as apposed to just their wants. The project consisted of 15 weeks from start to finish. Collaborating with a small group of four really helped me understand how important and useful it is to have a strong team to exchange ideas and provide suggestions. With the given timeframe, we had to manage our time wisely to make sure the production schedule for all the designing, print work and comping would be finished in a timely manner. team members
/
Ben Wong Jordan Leal Hyojin Lee Lance Zhang
instructor
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t o m m c n u lt y
kohl’s branding
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m i s s i o n s tat e m e n t
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Our mission is to provide our customers with an exciting and complete family experience. We strive to deliver the best products and values for our customers by offering unique and quality products. From exclusive to nationally recognized brands, Kohl’s has the products and prices that families want.
stone harbor
/ Bath
+ Bath Mat + Wash Cloth + Soap Bars + Bath Salts + Candle Set + Shower Curtains + Bathtub Caddy
stone harbor
/ Living
+ Bed Sheets + Hangers + Organizer Rack + House Slippers + Pillow
visuality
stone harbor
/ Kitchen
+ Frying Pan + Roaster Rack + Cutting Board + Wooden Spoons + Salad Serving Set + Linguine + Farfalle + Tomato Sauce + Pesto Sauce + Seasonings
portfolio of ben wong
premier
/ Kitchen Appliacnes
+ Toaster + Waffle Maker + Portable Espresso Maker + Electric Knife + Convection Oven + Cooking Apron + Cooking Mittens + Cutting Board + Spices / Rubs + Waffle Mix
course
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pa c k a g e d e s i g n
4
jumping beans
/ Babies
+ Stuffed Animals + Stuffed Donut Pillow + Milk Bottles w/ Carrier + Baby Bibs + Baby Blanket + Milk Powder + Baby Food Jar Set
instructor
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t o m m c n u lt y
brookfield
/ Home Imprv.
+ Paint Can + Paint Brushes + Paint Roller + Working Gloves + Safety Glasses + Folding Step Stool + Cleaner Spray Bottle + Extension Cord + Stain Remover + Flashlight
mod
/ Home Decor
+ Frosted Vases + Table Lamp + Wall Clock + Alarm Clock
kohl’s branding
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pa c k a g e d e s i g n
4
_009.1
COHESIVE objective
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Redesign Kohl’s packaging by developing a revitalized and refocused branding system. Create a house of brands and private labels that will embody and personify the new Kohl’s through marketing and packaging systems as well as P.O.P. displays. solution
deliverables
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Toaster + Waffle Maker + Espresso Maker + Electric Knife + Convection Oven + Cooking Apron + Oven Mitts + Cutting Board + Spices / Rubs + Waffle Mix +
instructor
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t o m m c n u lt y
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In our search to find more about Kohl’s current products and packaging systems, our team took a trip to a local Kohl’s department store. While searching through Kohl’s kitchen appliances, we noticed that it mostly consisted of national brands and exclusive brands, but none of which were under the Kohl’s brand. We felt it was a great oppotunity to create a distinct private line for Kohl’s kitchen appliances and accessories. Our idea for this new line was to provide a premium appeal to the packaging system that would really help showcased that kohl’s isn’t just another alternative, but a brand with a competitive edge. The target audience we aimed for in this line were young adults from mid 20–30’s who are looking for quality products that they can rely on. With the target audience in mind, we worked to designed a cohesive system that would provide a diverse range of products with a modern design experience.
kohl’s branding
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kohl’s
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premier
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kohl’s
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_009.2
CREATIVE objective
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Redesign Kohl’s packaging by developing a revitalized and refocused branding system. Create a house of brands and private labels that will embody and personify the new Kohl’s through marketing and packaging systems as well as P.O.P. displays. solution
deliverables
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Paint Can + Paint Brushes + Paint Roller + Working Gloves + Safety Glasses + Folding Step Stool + Cleaner Spray Bottle + Extension Cord + Stain Remover + Flashlight +
/
After doing some background research, we noticed that Kohl’s primary target audience were women, consisting of about 32% of net sales, while the men were at about 19%. It was apparent that as soon as we step foot into Kohl’s, clothing apparel was at the top of their list. In order to try and focus on bringing in a more gender neutral audience into Kohl’s, we wanted to introduce a new private line. We noticed how Kohl’s was lacking in the home improvement department, and felt it would be a nice addition for those DIYers. The next step was coming up with a name for the new private line, and in this case we had decided to name it Brookfield Improvement. The inspiration for the name came from the location of Kohl’s first department store, which was located in Brookfield, Wisconsin. In introducing a new line, we felt it was only wise to create a link between the Kohl’s brand and the new private line. The concept was to create an affordable line of products that would be attention grabbing as well as unique in its own way. Giving the packages a voice by using a variety of phrases and sayings was what gave it the punch it needed. With the rise of DIYers, we thought it would be a great way to have a line of products that catered to them.
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brookfield
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kohl’s
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brookfield
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kohl’s
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brookfield
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kohl’s
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brookfield
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kohl’s
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brookfield
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kohl’s
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brookfield
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_009.3
MODERN objective
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Redesign Kohl’s packaging by developing a revitalized and refocused branding system. Create a house of brands and private labels that will embody and personify the new Kohl’s through marketing and packaging systems as well as P.O.P. displays. solution
deliverables
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Frosted Vases + Table Lamp + Wall Clock + Alarm Clock +
instructor
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When we ventured into the home decor department, we felt there was the potential to give some life to the packaging. We brainstormed ideas on what would make the designs more intriguing and would give a sense of the environment where the products would be used. The idea was to have a contemporary mood to the designs, while have supporting elements to help create a stronger emphasis. Having the product shot on white wasn’t going to do the package or product any justice. So by creating an experience on a flat surface by overlaying different elements, like a montage, we were able to achieve the desired effect of a contemporary setting.
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IDENTITY objective
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Learn the importance of a mark and understanding how to effectively represent the core message of a company, person, place, or event. solution
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All identities have a special task to accomplish, and it’s my job as a designer to emphasize the hidden message behind each identity. With every logo, each should have a distinct personality that sets it apart and formulates how the identity will be perceived. Each logo design is thoroughly researched to be represented in the most valuable way possible. The following logos are presented in black and white. It is important to understand that a logo has to be able to work in a black and white application before entering into the color arena. An identity can make or break it for the client, and its important to leave a good first impression.
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THANK YOU fa m i ly
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I want to thank God. My parents, Eva and Ronald Wong, who have always been my backbone since day one. Thank you, Kathy Lee, for keeping me sane and motivating me through the years. My cousin, Edward Liu, who has always been like a brother to me. Thank you Grandma, Allyson, Jason, Andrew, Timmy, Matt, Jennifer and the rest of my family and relatives for the support. friends
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To my friends Allan Tong, David Zhu, Warren Choy, Kurtis Louie, Vicki Choy, Anna Lei, Sharon Lee, Grace Yuen, Becca Ma, Chris Ng, Nat Lee, Tim Lam, Sean Chow, Louis Yu, Nathan Lee, William Hsu, Dominic Salbatera, Justin Fong, Eric Chen, Jennifer Wijaya, Angela Wijaya, Kristen Haff, Jordan Leal, Hyojin Lee, Lance Zhang, Jon Patterson, Bryan Chen, Ngoc Ngo, Ilse Riebe, Phoebe Mak, Harshyla Singh, Ryan Bonoan, Ariel Sotelo, Alvin Domingo, Ms. Spencer, and everyone who has given me support and motivation. fa c u lt y
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Thank you Mary Scott, Tom McNulty, Roland Young, Ariel Grey, Laura Milton, Melanie Halim, Paul Kagiwada, Megumi Kiyama, Amy Broadbent, Andrea Pimentel, Dorris Harrison, Julia Brown, and Megan Adie for all the knowledge and inspiration! vendors
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Plotnet, California Model and Design, The Key Printing & Binding, Progressive Solutions, Calumet, Arch Supplies, Flax, My Camera, Computers and Printer. + Thank you strong coffee and music for keeping me going through those sleepless nights!
thank you
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