Contrast portfoio by Sathit Nualchawee

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S AT H I T N U A L C H A W E E P O R T F O L I O

S AT H I T N UA L C H AW E E

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M FA P O RTFO LI O

S AT H I T N UA L C H AW E E

ÂŠ 2 0 1 3 S ATH I T N UALC H AW E E Al l r ig ht s res er ved . N o p ar t of t h i s publication m ay b e r ep rod uced , stored i n a retr ieval s ystem or t r a n s m it ted , i n any form or by any means, el ec t ron i c , mech an i cal , p h otocopying, r ecording or ot h er wi s e, w i t h out p ri or p ermi ss ion.

SATH IT N UALC HAW E E www.s athitdesign.com verygong@yahoo.com 415-710-8 057

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I N TH E M EAN I NG OF CONTRAST I N MY PE R SPECTIVE IS

TO BE DIFFERENT

TO BE OUTSTANDING

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S AT H I T N UA L C H AW E E

+ –

FALL OR FLY

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DEAD OR ALIVE

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FOR HERE OR TO GO

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RETRO OR TECHNO

+ –

WORTH OR WASTE

PROJ EC T 01

I N TH E F U TU R E O F S N OWB OAR D I N G

PROJ EC T 0 2

I N TH E F I LM S O F LU C B E S S O N

PROJ EC T 0 3

I N TH E PAC K AG I N G O F A D E LI CAT E S S E N

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I N TH E S O U N D S O F E LE CTR O N I CA

PROJ EC T 0 5

100

I N TH E M E AN I N G O F S E C O N D H AN D S H O P P I N G

M FA P O RTFO LI O

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TENTS

GO BIG OR GO HOME I N TH E H O U S E O F J AC K DAW

+ –

P ROJ EC T 06

120

RHYTHM OR SOLO I N T H E PAS S I O N O F T H E S I X- ST R I N G

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134

EXTREME OR MAINSTREAM I N T H E TAST E O F TA BAS C O

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P ROJ EC T 08

158

ONE WAY OR ANOTHER I N T H E S E AT O F B R A N D I N G

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P ROJ EC T 09

17 0

KNOCK OFF OR REAL DEAL I N TH E M AST E R T H E S I S O F S AT H I T N UALC H AW E E

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P ROJ EC T 10

202

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S PR I N G_2010

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FLY OR FALL

I N T HE F UT UR E O F SN OW B OA R D I N G

T ITL E

I N P UT

THE FUTURE OF SNOWBOARDING

Choose a topic and create a book under the title “The future of...” and switch the topic with a colleague and

S E M E STE R

make that your own.

SPRING 2010

COURSE TYPE 3

C ATE G O RY EDITORIAL AND PRINT

I N ST R U C TO R BRENDAN CALLAHAN

O UT P UT Snowboarding is a very interesting sport that has a lot fun and challenges. It has a lot of movement and excitement. The future of snowboarding is the book that will give you the idea of the beginning of snowboarding through to it’s future. I use graphic elements that reflect snowboarding with bright colors to show the movement and intensity of this sport.

T YP E FA C E GLYPHA / GOTHAM

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S PR I N G_2010

10 11

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S PR I N G_2010

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S PR I N G_2010

M FA P O RTFO LI O

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S PR I N G_2010

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S PR I N G_2010

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S PR I N G_2010

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S PR I N G_2010

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S PR I N G_2010

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S PR I N G_2010

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S PR I N G_2010

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PR OJ E CT_ TH E AS S I G N M E NT

S PR I N G_2011

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DEAD OR ALIVE

I N T HE F I L M S O F LU C B E SSO N

T ITL E

I N P UT

THE ASSIGNMENT

Create an integrated system for a film festival event that is held to honor and represent the works of a

S E M E STE R

director. Develop and apply an integrated system of

SPRING 2011

design and communication that can be applied to all materials across multiple platforms.

COURSE INTERGRATED COMMUNICATIONS

O UT P UT This project was about a film festival for the director

C ATE G O RY

Luc Besson, using a comprehensive visual system with

EDITORIAL, PRINT, PACKAGING AND WEBSITE

communication materials to match the director and his underlying theme.

I N ST R U C TO R HUNTER WIMMER

T YP E FA C E KNOCK OUT

PR OJ E CT_ TH E AS S I G N M E NT

S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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S PR I N G_2011

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PR OJ E CT_LU C CA D E LI

S PR I N G_2012

M FA P O R T F O L I O

S AT H I T N U A L C H A W E E

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PROJ EC T 0 3

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M FA P O R T F O L I O

FOR HERE OR TO GO

I N T HE PACK AG I N G O F A D E L I C AT E SSE N

T ITL E

I N P UT

LUCCA DELI

Create a packaging system for a selected delicatessen. Develop and apply an integrated system of design and

S E M E STE R

communication that can be applied to this business.

SPRING 2012

COURSE PACKAGING 2

C ATE G O RY PRINT, PACKAGING

I N ST R U C TO R TOM MCNULTY

O UT P UT The goal was to design a packaging system for Lucca Deli, one of the famous delicatessens in California. I want to make it more modern and up to date. Also the target group in San Francisco is upscale so the typeface is one of the most important things to finesse as well as the color scheme. In the end, everything was made to look modern and elegant.

T YP E FA C E MUSEO SLAB, RBNO2, BERTHOLD AKZIDENZ GROTESK

PR OJ E CT_LU C CA D E LI

S PR I N G_2012

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S PR I N G_2012

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S PR I N G_2012

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S PR I N G_2012

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S PR I N G_2012

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PR OJ E CT_ R O B OT R O C K

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M FA P O R T F O L I O

10 11

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M FA P O R T F O L I O

RETRO OR TECHNO

I N T HE S O UN D S O F E L E C T RO N I C A

T ITL E

I N P UT

ROBOT ROCK

Create a type poster inspired by a song. The project utilizes type printed on vellum which was projected

S E M E STE R

onto a wall and photographed to created a poster that

FALL 2010

reflected the song.

COURSE

O UT P UT

EXPERIMENTAL TYPE

The song is Robot Rock by the electronica group Daft Punk. Mood, tone, colors and typeface I chose need to

C ATE G O RY

feel futuristic. The imagery created on the projector

provided a lot of style and creative possibilities.

I N ST R U C TO R STAN ZIENKA

T YP E FA C E MUSEO SLAB, RBNO2

PR OJ E CT_ R O B OT R O C K

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PR OJ E CT_ R O B OT R O C K

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FALL_201O

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S AT H I T N U A L C H A W E E

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M FA P O R T F O L I O

WORTH OR WASTE

I N T HE M E AN I N G O F SE C O ND HA ND SHO P P I NG

T ITL E

I N P UT

PAST PERFECT

Thinking of this like a mini-thesis project that devotes an entire semester to a single topic, problem and ob-

S E M E STE R

jective. Research and design a book that proposes

FALL 2010

change and solves the problem using graphic design.

COURSE

O UT P UT

VISUAL COMMUNICATIONS LAB

The topic I chose was about secondhand shopping. I wanted people to understand what it was about and

C ATE G O RY

how to benefit from it. I wanted to make it looked cool

and modern so I used bright colors and the products together to made my project interesting and exciting.

I N ST R U C TO R PHIL HAMLETT, HUNTER WIMMER

T YP E FA C E BERTHOLD AKZIDENZ GROTESK

PR OJ E CT_ PAST P E R F E CT

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FALL_201O

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116 1 17

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PR OJ E CT_ JAC K I E B I R D H O U S E

S PR I N G_2012

M FA P O R T F O L I O

10 11

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M FA P O R T F O L I O

GO BIG OR GO HOME I N T HE HO US E O F JAC K DAW

T ITL E

I N P UT

JACKIE BIRDHOUSE

To design a sustainable birdhouse that meets the needs of these creatures, while honoring the environ-

S E M E STE R

ment and reflecting the overall brand aesthetics of a

SPRING 2012

houseware company.

COURSE

O UT P UT

PACKAGING 2

The design of the birdhouse was made for CB2, which is a furniture company. I wanted to make the birdhouse

C ATE G O RY

simple and modern while keeping the brand equity.

PACKAGING

The name of the birdhouse, Jackie, came from the jackdaw bird. The typeface was custom-made to work

I N ST R U C TO R

with the birdhouse and give it a modern feeling.

THOMAS MCNULTY

T YP E FA C E CUSTOM TYPEFACE

PR OJ E CT_ JAC K I E B I R D H O U S E

S PR I N G_2012

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S PR I N G_2012

M FA P O R T F O L I O

Plant

Bird Feeder

Bird House

jackie Food Storage

122 123

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PR OJ E CT_ JAC K I E B I R D H O U S E

S PR I N G_2012

M FA P O R T F O L I O

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S PR I N G_2012

M FA P O R T F O L I O

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S AT H I T N U A L C H A W E E

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S PR I N G_2012

M FA P O R T F O L I O

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S AT H I T N U A L C H A W E E

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S PR I N G_2012

M FA P O R T F O L I O

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S AT H I T N U A L C H A W E E

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PR OJ E CT_PAS S I O N AN D TH E S I X STR I N G

FALL_2010

M FA P O R T F O L I O

10 11

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RHYTHM OR SOLO

I N T HE PAS S I O N O F SI X- ST R I N G

T ITL E

I N P UT

PASSION AND THE SIX STRING

Create and design a book about the guitar. The topic that is your favorite one, which my favorite topic that

S E M E STE R

I have been wanting to do is design a guitar book that

SPRING 2011

not like others.

COURSE

O UT P UT

EXPERIMENTAL TYPE

Guitar has a beautiful body, shape and form. Like a beautiful woman that every man wants to look at. The

C ATE G O RY

book I designed using the shape of the guitar as a

PRINT, EDITORIAL

main imagery and red color referred to a passion for the woman.

I N ST R U C TO R STAN ZIENKA

T YP E FA C E AVANT GARDE GOTHIC

PR OJ E CT_PAS S I O N AN D TH E S I X STR I N G

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PR OJ E CT_PAS S I O N AN D TH E S I X STR I N G

FALL_2010

M FA P O R T F O L I O

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M FA P O R T F O L I O

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FALL_2010

M FA P O R T F O L I O

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FALL_2010

M FA P O R T F O L I O

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M FA P O R T F O L I O

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PR OJ E CT_TABAS C O

S PR I N G_2013

M FA P O RTFO LI O

S AT H I T N U A L C H A W E E

+ –

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M FA P O R T F O L I O

EXTREME OR MAINSTREAM I N T HE TAST E O F TA B A SC O

T ITL E

I N P UT

TABASCO

Create an advertising campaign for the Tabasco brand that represents the selling points of the product and

S E M E STE R

makes people both understand and want to try the

SPRING 2013

their sauce. Increase the sales of the products.

COURSE

O UT P UT

PERSPECTIVE IN ADVERTISING

The concept of this project is “It’s dangerous.” I used this bold statement to created the advertising cam-

C ATE G O RY

paign because Tabasco is very hot so the design re-

PRINT, ADVERTISING

flected how dangerous it was by using a gun, grenade and gas mask representing the danger.

I N ST R U C TO R MARLIN NEUFELD

T YP E FA C E HELVETICA NEUE

PR OJ E CT_TABAS C O

S PR I N G_2013

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PR OJ E CT_TABAS C O

S PR I N G_2013

M FA P O R T F O L I O

160 161

S AT H I T N U A L C H A W E E

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M FA P O R T F O L I O

IT’S DANGEROUS.

PR OJ E CT_TABAS C O

S PR I N G_2013

IT’S DANGEROUS.

162 163

S AT H I T N U A L C H A W E E

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PR OJ E CT_TABAS C O

S PR I N G_2013

M FA P O R T F O L I O

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S AT H I T N U A L C H A W E E

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PR OJ E CT_TABAS C O

S PR I N G_2013

M FA P O R T F O L I O

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S AT H I T N U A L C H A W E E

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PR OJ E CT_H U M M E R

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M FA P O R T F O L I O

ONE WAY OR ANOTHER I N T HE S E AT O F BR A N D I N G

T ITL E

I N P UT

HUMMER

Students are assigned to pick a brand that is dead, dying or defunct. More than just rebranding, students

S E M E STE R

are given the challenge of pushing the brand beyond

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anything imaginable, as long as it fits the true spirit of the brand. The brand I chose was Hummer.

COURSE NATURE OF IDENTITY

O UT P UT The concept of this project is The Extraordinary. The

C ATE G O RY

new face of Hummer incorporates not only a new iden-

tity but also a series of brand extensions that push the brand beyond anything seen before. The bright col-

I N ST R U C TO R

ors and arrow shapes are used as graphic element to

HUNTER WIMMER

make Hummer come alive again.

T YP E FA C E BLAIR, DIN

PR OJ E CT_H U M M E R

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HUMMER LOGO

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M FA P O R T F O L I O

TOUGH

MM MM

HUMMER

H U M M E R

HUMMER HUMMER

HUMMER

HUMMER LOGO

hummer

This mark combines 3 arrows together, it becomes a shape of diamond (sheild) that protects the letter H in the center which create 2 more arrows inside.

ESCAPE

HUMMER

H U M M E R

HUMMER

HUMMER LOGO HUMMER LOGO ESCAPE

ESCAPE

This mark combines 3 chevrons together (arrows) which has its route from military, it becomes a shape of sheild that protects the letter H in the center which create 2 more arrows inside.

HU M M ER

HUMMER

PR OJ E CT_H U M M E R

HUM M E R

HUMMER

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.0.5X 1X

11X

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S T UN LW C EHEA W E E S AATTH H I TI N A LUCA HA

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M M FFA A PPOORRTFO T F O L ILI OO

COUNTERFEITING IS ILLEGAL

AND PURCHASING COUNTERFEIT PRODUCTS SUPPORTS ILLEGAL ACTIVITY.

TH PR E OJ SE IS CT_H PR OJ UM EM CTE_RK N O C K IT O F F

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0 99

10 1 0

GLOBALLY, THE TRAFFICKING OF COUNTERFEIT GOODS IS MUCH LARGER, AND GROWING. THAT GROWTH IS DRIVEN IN PART BY

CONSUMER DEMAND.

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KNOCK OFF OR REAL DEAL

I N T HE M AST ER TH E SI S O F SAT H I T NUA LC H AW E E

TH E S I S PR OJ E CT

I N P UT

KNOCK IT OFF

Create a campaign to educate and build awareness for people in Bangkok about the danger of buying coun-

S E M E STE R

terfeit designer goods. I want to let people know that

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if they buy these kind of goods, they are supporting illegal activities, such as child exploitation, drug traf-

COURSE

ficking and even terrorism.

MASTER THESIS

O UT P UT C ATE G O RY

The concept of this project is what lies behind the

PRINT, WEBSITE AND PACKAGING

name, color and the beauty of fake products. I design ed this using black as a main color to make the feeling

TH E S I S ADVI S O R

more serious but colorful palettes were mixed into the

CAROLINA DE BARTOLO, ARIEL GREY

design by overlaying the images to catch the eye and comment on what attracts a consumer.

T YP E FA C E CHALET

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BUYING FAKES SUPPORTS ILLEGAL ACTIVITY, GET REAL

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ABOUT US

WHAT IS COUNTERFEIT

M M FFA A PPOORRTFO T F O L ILI OO

THE TRUTH ABOUT COUNTERFEITING

REASONS WHY YOU SHOUDNâ&#x20AC;&#x2122;T BUY FAKE

WHERE TO BUY AUTHENTIC BAGS

Fact / Statistic Child Labor Drug Trafikking Health & Safety Risk Terrorist

CRIME Most designer replicas are produced by organized crime and illegal enterprises. They are made by young children in very poor working conditions. By supporting organized crime, you aren't just supporting and contributing to child labor, but also to their other crimes including human trafficking, child abuse and prostitution.

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M FA P O RTFO LI O

THANK YOU

I N T HE MA ST E R T H E SI S O F SAT H I T N UA LC H AW E E

FA M I LY Grandma, Mom, Dad, Sister and my wife, I love you. Without you guys I’m nothing.

CONCEPT Academy of Art University, Mary Scott, Phil Hamlet, Hunter Wimmer, Scott Rankin, Renee D’arcy, Michael Kilgore, Michael Sainato, Laura Milton, Brendan Callahan, Bob Slote, Stan Zienka, Ariel Grey, Carolina de Bartolo, Tom Mcnulty, Bryan Birch, Marlin Neufeld, Scot Crisp, for all knowledge and inspiration.

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S AT H I T N UA L C H AW E E

+ –

H AVE A NI CE DAY

DESIGN SATHIT NUALCHAWEE

I N ST R U C TO R MART SCOTT

COURSE SENIOR PORTFOLIO

PR I NTE R & B I N D E RY BLURB

PA P E R CAROLINA DE BARTOLO, ARIEL GREY

T YP E FA C E BERTHOLD AKZIDENZ GROTESK / FRANKLIN GOTHIC

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