B U Y I N G FA K E S S U P P O R T S I L L EG A L AC T I V I T Y, G E T R E A L .
S AT H I T N U A L C H AW E E M FA T H E S I S
PA G E 1
M F A T H E S I S S AT H I T N U A L C H A W E E
Š 2 0 1 3 S AT HIT NUALC HAWEE All right s res er ved. No p ar t o f t hi s publi c at i o n m a y b e repro duc ed, s tored i n a re t ri e val syst e m or t ra nsmi t ted, i n any fo r m or by any me ans, el ect ron ic , mec hani c al, pho to co py i ng , re co rdi ng or ot her wi s e, wi thout pr i or permi ssi o n.
AC AD E MY OF AR T U N IV ER S I T Y S chool of G raphi c Des i gn 79 N ew Mo ntgomer y Street 5t h f l oor, San Franc i s c o, CA 941 05, USA
S AT H I T NUALC HAWEE w w w.s a t h i tdesi gn.com w w w.kn o ck i tof fproj ect .com ve r yg o n g@ yahoo.com 4 1 5-7 1 0- 80 57
PA G E 2
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
B U Y I N G FA K E S S U P P O R T S I L L EG A L AC T I V I T Y, G E T R E A L .
PA G E 3
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
TABLE OF CONTENTS
PA G E 4
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
COUNTERFEIT DESIGNER GOODS
20
SURVEY Q&A
64
LUXURY DESIGNER GOODS
26
LOGO DESIGN
70
SHOPPING IN BANGKOK
28
STATIONERY SET
78
BANGKOK’S COUNTERFEIT CULTURE
32
FINDING THE RIGHT DESIGN
80
CHILD LABOR
40
CAMPAIGN SAMPLES
96
DRUG TRAFFIKING
46
ADVERTISING CAMPAIGN
98
IT IS BOOMING AND BECOMING DANGEROUS
50
GUIDE BOOK
106
DON’T BE A FAKE PERSON
54
PROMOTIONAL ITEMS
120
RESEARCH
58
WEBSITE
126
MOBILE APPS
130
PA G E 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
COUNTERFEITING IS ILLEGAL AND PURCHASING COUNTERFEIT PRODUCTS SUPPORTS ILLEGAL ACTIVITY.
PA G E 6
PA G E 7
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 8
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
GLOBALLY, THE TRAFFICKING OF COUNTERFEIT GOODS IS MUCH LARGER, AND GROWING. THAT GROWTH IS DRIVEN IN PART BY CONSUMER DEMAND.
PA G E 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW?
7% PA G E 1 0
OF GLOBAL TRADE SALES
IS GENERATED FROM
COUNTERFEIT
GOODS PA G E 1 1
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW?
$512 BILLION PA G E 1 2
GLOBAL
SALES LOST TO COUNTERFEIT GOODS
PA G E 1 3
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW?
$600
BILLION PA G E 1 4
ESTIMATED ANNUAL SALES IN
COUNTERFEIT
PRODUCTS WORLDWIDE
PA G E 1 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW?
1IN5 ONLINE SHOPPERS
w w w.dai l ymai l .co.uk
PA G E 1 6
SEEKING A BARGAIN ON AN
AUTHENTIC PRODUCT ARE CONNED INTO BUYING A
COUNTERFEIT
PA G E 1 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
TOP10 MOST SEIZED COUNTERFEIT GOODS US custom seized counterfeit goods with an estimated street value of more than $ 260 million.
info r m a t i on and data taken from w w w.cn bc.com
PA G E 1 8
1. FOOTWEAR $ 99.78 million / 38% of total seizures
2. CONSUMER ELECTRONICS $ 31.77 million / 12% of total seizures
3. HANDBAGS/WALLETS $ 21.50 million / 8% of total seizures 4. APPARAL $ 21.46 million / 8% of total seizures
5. WATCHES/PARTS $ 15.53 million / 6% of total seizures
6. COMPUTERS/HARDWARE $ 12.54 million / 5% of total seizures
7. MEDIA $ 1 1.09 million / 4% of total seizures
8. PHARMACEUTICALS $ 1 1.06 million / 4% of total seizures
9. JEWELRY seizure value $ 10.5 million / 4% of total seizures
10. TOYS AND ELECTRONIC GAMES seizure value $ 5.50 million / 2% of total seizures PA G E 1 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
COUNTERFEIT DESIGNER GOODS Counterfeit consumer goods, commonly called knock-offs, are counterfeit or imitation products offered for sale. The spread of counterfeit goods has become global in recent years and the range of goods subject to infringement has increased significantly.
Counterfeit handbags from designer brands are made in varying quality, sometimes the intent is only to fool the gullible buyer who only looks at the label and doesn’t know what the real thing looks like, while others put some serious effort into mimicking fashion details. Most consumers do not care if the goods they buy are counterfeit and just wish to purchase inexpensive products.
PA G E 2 0
PA G E 2 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 2 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 2 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 2 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 2 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
LUXURY DESIGNER GOODS There are so many luxury brands in the handbags market but the brands that people have gone crazy in Bangkok and have a lot of counterfeits are Louis Vuitton, Hermes, Gucci, Chanel, Prada and Christian Dior.
PA G E 2 6
A lu xu r y b ra n d o r p re s t i ge b ran d i s
to have di lute d i ts brand i mage i n
a b ra n d for w h i c h a m aj o r i t y o f i t s
the U K i n the e arly 2 0 0 0 s by ove r-li-
p rodu cts a re lu xu r y go o d s . It m ay
c e ns i ng i ts brand, thus re duc i ng i ts
a l s o i n c lu d e c e r t ai n b ran d s w h o s e
c ac he t as a brand w ho s e pro duc ts
n a m e s a re a s s o c i a t e d w i t h lu xu r y,
we re c o nsum e d o nly by the e li te.
h i gh p ri ce, o r h i gh qu a li t y, t h ou gh few, i f a ny, o f t h e i r go o d s are c u rre ntl y c on si d e re d lu xu r y go o d s . For
e xa m p le,
fo llow i n g
a
n e ar ly
c ri p p li n g a t t e m p t t o w i d e ly li c e n c e th e i r b ra n d i n t h e 1 970 s a n d 1 9 8 0 s , th e G u c c i b ra n d i s n ow la rge ly s o ld i n di rec tl y- ow n e d s t o re s . Th e Bu r b err y b ra n d i s ge n e rally c o n s i d e re d
PA G E 2 7
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
SHOPPING IN BANGKOK is an experience to thrill and delight the most discerning of shoppers - whatever it is you’re looking for. From the gleaming chrome and towering size of modern, air-conditioned malls, to the hustle and bustle of its famously buzzing street markets, Bangkok has all kinds of places to blow your money.
Counterfeit handbags from designer brands are made in varying quality, sometimes the intent is only to fool the gullible buyer who only looks at the label and doesn’t know what the real thing looks like, while others put some serious effort into mimicking fashion details. Most consumers do not care if the goods they buy are counterfeit and just wish to purchase inexpensive products.
PA G E 2 8
PA G E 2 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
NOWADAYS, THE CONSUMPTION OF LUXURY GOODS IN BANGKOK IS INCREASING.
60%
OF CONSUMERS IN BANGKOK WILL PURCHASE USING A “BRAND” TO BUY.
PA G E 3 0
PA G E 3 1
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
BANGKOK’S COUNTERFEIT CULTURE Everyday all over Bangkok, thousands of shoppers descend upon the city’s upmarket malls looking for a retail fix of their favourite luxury and lifestyle brands. Even more, however, hit the city’s streets looking to buy cheaper, but illegal, versions of the very same items.
The qu a li t y of work m a n s h i p ran ge s
Won over by the audacity and cheeki-
from the abysmal to the sublime, the
ness of the whole enterprise, tourists
finest counterfeit items virtually indis-
see Bangkok’s counterfeit culture more
tinguishable from the real thing. In the
an innocuous manifestation of Thai
past Thais used their craftsmanship to
people’s industriousness than a crime.
work woods and stone into Buddhist
However, as authorities and the multi-
images or tribal trinkets. Today, the
national companies who lose out on
same talent finds them mimicking with
millions of dollars of year keenly point
precision the very latest luxury brand
out, it is. As they also point out, if prices
must-haves.
of counterfeit items seem too good to be true, that’s because they often are.
Along with bargaining, this Thai finesse gives Bangkok’s counterfeit culture an allure rarely seen elsewhere.
PA G E 3 2
PA G E 3 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 3 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 3 5
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 3 6
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 3 7
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 3 8
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 3 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
CHILD LABOR According to UNICEF, child labour is defined as “work that exceeds a minimum number of hours depending on the age of the child and the type of work. Such work is considered harmful to the child and should therefore be eliminated.”, most countries classify a child to be under the age of 18 and many more economically developed countries make education compulsory until the age of sixteen.
Child labour is most commonly found
them easy to control and manipulate
in the less economically developed
Parent illiteracy and social apathy
countries due to the following factors
Exploitation of cheap and unorganized
Poverty – as families use children to
labour. To school students around the
compliment the household revenues
globe, child labour is thought of being
Education is often inaccessible or is
something of the past, an evil that has
undervalued within different societies;
been vanquished. What few know, how-
particularly concerning girls
ever, is that, 1 out of 7 children aged 7
Globalization – children represent a
to 14 are child workers. The highest use
cheap and flexible workforce which is
of child labourers is in Sub-Saharan Af-
appealing to employers and families
rica where 69 million children, which is
with low income. Children are also val-
1 in every 3, are used in labour.
ued for their vulnerability wh ic h make
PA G E 4 0
PA G E 4 1
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
“Child ren a re of te n u s e d i n t h e
book, “Deluxe: How Luxury Lost Its Lus-
workfo rce b e c au s e t h e y a re n i m b le
ter.” by Dana Thomas said that “ ‘as I
an d a gi l e, a n d wo r k fo r e x t re m e ly
recall the raid I went on with Chinese
low wa g es, h oweve r t h e am ou nt o f
police in a tenement in Guangzhou and
work-rel a te d d e a th s i s p h e n o m e -
what we discovered when we walked
n al; for exa m p l e i t i s e s t i m a t e d t h a t
in: two dozen sad, tired, dirty children,
22 ,000 c h i l d ren di e e ac h ye ar f ro m
ages 8 to 14, making fake Dunhill, Ver-
work re l a te d a c c i d e nt s .
sace, and Hugo Boss handbags on
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
old, rusty sewing machines. It was like Counterfeiting has negative impacts
something out of Dickens, Oliver Twist
on our world. It hurts the children who
in the 21st century. And also I remem-
spend their youth making handbags
ber walking into an assembly plant in
for pennies. It weakens national and in-
Thailand a couple of years ago and
ternational security by putting money
seeing six or seven little children, all
into the hands of criminals, who don’t
under 10 years old, sitting on the floor
just use it for their own gain but for-
assembling counterfeit leather hand-
ward it on to drug operations, gangs,
bags,’ an investigator told me … ‘The
and terrorist organizations. According
owners had broken the children’s legs
to the International Anti Counterfeiting
and tied the lower leg to the thigh so
Coalition (IACC) an estimated 158 mil-
the bones wouldn’t mend. [They] did it
lion children aged 5-14 are engaged in
because the children said they wanted
child labour and also according to the
to go outside and play.’ ” (271)
PA G E 4 2
“
I REMEMBER WALKING INTO AN ASSEMBLY PLANT IN THAILAND A COUPLE OF YEARS AGO AND SEEING SIX OR SEVEN LITTLE CHILDREN, ALL UNDER 10 YEARS OLD, SITTING ON THE FLOOR ASSEMBLING COUNTERFEIT LEATHER HANDBAGS” – DANA THOMAS
PA G E 4 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 4 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW? COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES
FAIR WAGES OR BENEFITS, AND
HAVE POOR WORKING CONDITIONS
OFTEN USE FORCED
CHILD LABOR
PA G E 4 5
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DRUG TRAFFIKING THE SALE OF COUNTERFEITS HAS BEEN LINKED TO FUNDING ORGANIZED CRIME INCLUDING TERRORIST ORGANIZATIONS AND DRUG TRAFFICKING.
The worl d wi d e i lli c i t d r u g i n du s-
In the Asian source regions, heroin
tr y is on e of th e gre at e s t t h re a t s
production is dominated by large
t o s ocial stability and welfare in the
trafficking
United Sta te s. In a d di t i o n t o t h e t e r-
trafficking networks smuggling her-
rible hu m a n c ost o f a d di c t i o n an d
oin from Asia are more diffuse. Asian
associated health concerns, includ-
heroin shipments typically change
in g HI V a n d A IDS e n du re d by u s e rs
hands among criminal organizations
of illic i t n a rcoti cs , d r u g abu s e h a s
as the drug is smuggled to markets
a sig n i fi c a nt i m p ac t o n t h e s o c i a l
in the United States and elsewhere.
fabric th a t a f fec ts a ll A m e r i c a n s . Drug a bu s e u n d e rm i n e s fam i ly c oh esion a n d h a s a t e r r i b le d ai ly an d of ten li fel on g e f fec t o n t h e li ve s o f ch ildren a cros s th e c ou nt r y.
PA G E 4 6
organizations,
but
the
PA G E 4 7
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DID YOU KNOW?
THE PROFITS FROM
COUNTERFEITING
CRIME HAVE BEEN LINKED TO FUNDING ORGANIZED
AND
DRUG TRAFFICKING TERRORIST ACTIVITY. PA G E 4 8
PA G E 4 9
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
IT IS BOOMING AND BECOMING DANGEROUS The global trade in counterfeit goods is booming, and it’s shifting from relatively innocuous items like shoes and handbags to things like medicine and pesticides that can carry serious health and safety implications.
Wh en i t c om es to fake p ro du c t s ,
The International Chamber of Com-
th e sheer s i ze of t h e i n du s t r y i s
merce sees an even bigger problem.
stagg eri n g . A rep o r t f ro m t h e O r-
When factoring in the counterfeit
g an izati on for Eco n o m i c C o o p e ra -
market within countries, plus the val-
tion an d D evel op m e nt pu t t h e va lu e
ue of pirated digital material, the ICC
of counter fe i t g oo d s t h a t c ro s s e d
estimates
intern a ti on a l b ord e rs a t ove r $25 0
worth $650 billion in 2008.
billion i n 20 07. Th a t ’s far large r t h an
What’s more, the ICC said that the
other s cou rg e s of t h e u n d e r wo r ld
cost of lost tax revenue and ad-
econ omy, su ch a s we a p o n s s mu g-
ditional
glin g a n d hu m a n traf f i c k i n g. It e ve n
counterfeit goods was $125 billion in
rivals th e i ntern a ti o n a l t rad e i n i l-
developed countries alone. And 2.5
legal d ru g s.
million jobs have been lost as a re-
counterfeit
welfare
spending
sult of fake products.
PA G E 5 0
goods
were
due
to
The growth in fake goods has followed the overall growth of the global economy and outsourcing.
“ Th e wh ol e bu s i n e s s h as j u s t e x-
ni c s , c he mi c als , and pharmac e u-
p l od e d , ” sa i d J e f f re y H ard y, h e ad
ti c als i s als o i nc re as i ng. In some
of th e a nti - c ou nt e r fe i t i n g p ro gram
parts of Europe, 25% or more of the
a t ICC. “A n d i t go e s wa y b e yo n d
pesticide market is estimated to be
mu si c a n d Gu c c i b a gs .”
counterfeit, according to a University
Th e g row th i n fake go o d s h as fo l l owed th e ove rall grow t h o f t h e
of Florida report. Most of the fakes originated in China.
gl ob a l ec on o my an d ou t s ou rc i n g.
Counterfeit pesticides are particu-
A s p rodu c t i o n m ove s f u r t h e r a wa y
larly problematic. Not only do they
from c om p an i e s t h at o r i gi n a lly d e -
undermine intellectual property laws
si g n ed th e p ro du c t , t h e re’s m o re
and hurt the companies that spend
opportunity for corruption and f rau d
billions on research, but they can be
to fi n d i t’s way i nt o t h e m anu fa c t u r-
lethal for people using them.
i n g p roce ss . A s c ou ntri e s su c h as I n di a an d Ch i n a bu i l d eve r m o re s o p h i s t i c at e d fa ctori e s, th e t yp e o f p ro du c t s t h at c a n b e c ount e r fe i t e d t h e re r i s e as well . A p p a re l a n d fas h i o n ac c e s s o ri e s sti ll m a ke up t h e la rge s t s h are of c ou nter fe i t go o d s wo r ld w i d e, bu t d e te c ti on o f fake c o n su m e r e le c t ro -
PA G E 5 1
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
BY 2015, ICC* EXPECTS THE VALUE OF COUNTERFEIT GOODS GLOBALLY TO EXCEED $1.7 TRILLION. THAT'S OVER 2% OF THE WORLD'S TOTAL CURRENT ECONOMIC OUTPUT.
* The International Chamber of C ommerce PA G E 5 2
PA G E 5 3
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
DON’T BE A FAKE PERSON One of the more fascinating revelations is that women who carry fake louis vuitton or tory burch handbags or wear fake cartier jewelry, are more likely to lie, cheat or steal than other women.
Firs t, they’re willing to cheat the
Second, they’re willing to lie to ev-
companies
er yone who gets a glimpse of their
who
created
the
de-
signer items and hold the intellec-
fake handbags or necklaces or sun-
tual proper t y related to them out of
glasses and thinks that they have
money that’s legitimately due them.
the st yle sense, or the money, to
Bec ause those companies not only
select and buy those items. They’re
c ame up with unique—sometimes
desperate enough for that facade
iconic—designs, they invested in ad-
of st yle that mask of chic to break
ver tising and marketing that made
the law to achieve it. And they know
their brands household names.
what they’re doing isn’ t aboveboard.
They h a rn e ss e d ge nu i n e c re at i v-
After all, the fraudulent goods they’re
it y and em p l oyed l o t s o f p e o p le t o
buying are often sold by shady street
make th a t h a p p en .
dealers or fly-by-night websites.
PA G E 5 4
Most of us do indeed lie, sometimes. But those of us who are willing to wear our lies around our necks or carry them on our arms (e.g. those fake designer goods) are especially untrustworthy. Third, they’re able to lie to themselves. Because they can almost forget that they’re perpetrating a bit of a scam whenever they head out with a handbag that fools people into believing they have something they don’t and are something they’re not. They have the ability to think of themselves as entirely upstanding, when they’re ripping off companies who have to report real earnings to real stockholders and make real profits or really go out of business. So, next time you see the stitching on a Louis Vuitton bag and realize it doesn’t quite look like the real deal, i t’s fa i r to c o n c lu d e t h a t t h e p e rs o n carr ying it isn’t quite the real deal, either—and act accordingly.
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M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
“WHEN YOU THINK ABOUT IT, THAT MAKES PSYCHOLOGICAL SENSE. PEOPLE WHO BUY KNOCK-OFFS ARE WILLING TO LIE ON MULTIPLE LEVELS.” – DAN ARIELY Professor of Behavioral Economics at Duke University
PA G E 5 6
PA G E 5 7
M F A T H E S I S S AT H I T N U A L C H A W E E
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B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
RESEARCH
Many people purchase imitation products not only because they want to show off their status or the products are less expensive but they are unaware of the ethical consequences.
At first, when I started this project I did
I read many books about luxury brands,
not have much knowledge about coun-
counterfeit goods, consumer behavior
terfeit designer goods but it is some-
and also went throgh many websites.
thing that I see everyday. Many people
The more I know about the facts of
purchase imitation products not only
conterfeit goods the more I wanted
because they want to show off their
people to care more and think more
status or the products are less expen-
before they make a purchase conter-
sive but they are unaware of the ethi-
feit designer goods.
cal consequences. This is the reason why I want to know more about it and what I can do as a graphic designer to acknowledge and build awareness to people about what lies behind these things not only they are cheap.
PA G E 5 8
PA G E 5 9
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 6 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 6 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 6 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 6 3
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
SURVEY Q&A I want to ask people in Bangkok, who are my primary audience especially women who like shopping especially designer goods. Women who live in the city have more opportunities to see and buy designer products.
I send my survey questions to my friends, my family and my colleague who work as a stylist in shopping department store in Bangkok and let she helps me spread out my questions to her friends, her boss and her colleagues what do they know and think about counterfeit designers goods.
PA G E 6 4
PA G E 6 5
M F A T H E S I S S AT H I T N U A L C H A W E E
SURVEY
150 PEOPLE
KNOCKITOFF
AGE
20-50
76% 114 women
PA G E 6 6
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
24% 36 men
What kind of fashion designer accessories do you buy most?
HANDBAGS
42%
SHOES
25%
WALLET
23%
WATCHES
10% 0
50
100
What hi-end brand do you like most?
34%
28%
18%
14%
6%
From this question, I found that even people who have Louis Vuitton accessories still like Chanel the most because it’s more classy and more expensive.
PA G E 6 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
64%
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
Do you know that buying counterfeit designer goods supports illegal activity?
OF MY TARGET AUDIENCE DON’T KNOW THAT BUYING COUNTERFEIT DESIGNER GOODS
SUPPORTS ILLEGAL ACTIVITY.
PA G E 6 8
Have you ever bought counterfeit (fake) designer accessories?
YES NO
62% 38%
HANDBAGS
22%
SHOES 16% WATCHES 14%
From this question, I found that most people have bought counterfeit designer accessories.
What would be the most effective way to learn more about counterfeit designer goods?
POSTER
34%
WEB
30%
MOBILE APP
18%
GUIDEBOOK
18%
From this question, I know that what is the most important media for people to learn more about counterfeit designer goods. They would love to see the poster first and then they can get more information from website, mobile app and guidebook later.
PA G E 6 9
M F A T H E S I S S AT H I T N U A L C H A W E E
LOGO DESIGN
PA G E 7 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 7 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 7 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 7 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 74
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 7 5
M F A T H E S I S S AT H I T N U A L C H A W E E
1X
KNOCKITOFF
1X 1X
1X
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
1X 1X
1X
1X 1X
1X
1X
BUYING FAKES SUPPORTS ILLEGAL ACTIVITY, GET REAL.
I want to make the logo simple and modern by using sans serif typeface which I choose Chalet typeface. It gives me the feeling of fashion and it does work with my topic Counterfeit designer goods well. The backward “K” come from the idea of the fakes that always make a mistake with the hardware by miss spelling or put it up side down. Also most designer brands use backward letter for their logo too.
PA G E 7 6
CH A LE T Pa r is Nine t e e nSix t y
A BCDEFGH I JKLN OPQRSTU V X YZ 01 23456789 abcde fgh i jkl n o pqrstu v x y z 01 23456789 CH A LE T Lo nd o nNine t e e nSix t y
ABCDEFGHIJKLNOPQRSTU V X Y Z 01 23 4 56789 a bcdefgh ijkln opqrst u v x yz 01 23 4 56789 CH A LE T Ne wYo r k Nine t e e nSix t y
ABC DEFGH IJKLN OPQRSTU V X YZ 0 12 3456789 a bc de fgh ijkln o pqrs t u v x y z 0 12 3456789
PA G E 7 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
STATIONERY SET
PA G E 7 8
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 7 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
FINDING THE RIGHT DESIGN Finding the right design is the hardest part for me. It consumes a lot of time to see what works and what does not.
I have to think as I am an audience.
It took time and quite a bit of trial and
What I want to see and what I want to
error but finally without the feedback
feel. The answer is just simple I want
of my audience and the guidance from
something impact, easy to understand
my advisors I could not find the right
and catch the eyes. I printed out my
design for my thesis.
designs for my audience to see how they responded to them and gave me back some feedbacks. At first it did not go well because some of them did not get what I wanted to communicate and some of them did not like my design.
PA G E 8 0
ARE STITCHING YOUR
FAKE HANDBAG
SOMEWHERE
COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
ABUSED, STARVING CHILDREN
WWW,KNOCKITOFF.COM
STARVING CHILDREN
WWW,KNOCKITOFF.COM
ABUSED,
ARE STITCHING YOUR FAKE HANDBAG SOMEWHERE COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
PA G E 8 1
M F A T H E S I S S AT H I T N U A L C H A W E E
STARVING CHILDREN ARE ASSEMBLING
YOUR FAKE WATCH
SOMEWHERE
COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
PA G E 8 2
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
ABUSED, STARVING CHILDREN ARE ASSEMBLING YOUR FAKE WATCH SOMEWHERE COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
WWW,KNOCKITOFF.COM
ABUSED, WWW.KNOCKITOFF.COM
KNOCKITOFF
BEWARE! CHEAP KNOCKOFFS AND COUNTERFEITS CAN BE HAZARDOUS TO YOUR HEALTH
MOLD BACTERIA THINNER
158 AN ESTIMATED
MILLION OF CHILDREN AGED
5-14
ARE ENGAGED IN
CHILD LABOUR
CHEAP MATERIAL
SOME OF THEM ARE ASSEMBLING YOUR FA K E H A N D B AG, WATC H SOM EW H ER E.
FAKE LEATHER
COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR
CHEAP GLUE
WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
IT’S NOT HYGIENIC
COUNTERFEIT GOODS ARE OFTEN MADE USING CHEAP, SUBSTANDARD, AND DANGEROUS COMPONENTS THAT PUT THE HEALTH AND SAFETY OF CONSUMERS AT RISK.
WWW.KNOCKITOFF.COM
PA G E 8 3
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
158 AN ESTIMATED
MILLION OF CHILDREN AGED
5-14
ARE ENGAGED IN
CHILD LABOUR SOME OF THEM ARE ASSEMBLING YOUR FA K E H A ND B A G, WAT C H S OM E WH E R E .
COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
PA G E 8 4
AN ESTIMATED
DID YOU KNOW?
THE PROFITS FROM COUNTERFEITING
CRIME, HAVE BEEN LINKED TO FUNDING ORGANIZED
DRUG TRAFFICKING
158
MILLION 5-14
OF CHILDREN AGED
ARE ENGAGED IN
CHILD LABOUR SOME OF THEM ARE ASSEMBLING YOUR FAK E H AN D BAG , WATCH S OM EWH E R E. COUNTERFEITERS DO NOT PAY THEIR EMPLOYEES FAIR WAGES OR BENEFITS, HAVE POOR WORKING CONDITIONS, AND OFTEN USE FORCED CHILD LABOR.
AND
TERRORIST ACTIVITY.
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE THINGS YOU WOULD NEVER WANT TO SUPPORT.
PA G E 8 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
158 MILLION OF CHILDREN AGED
5-14 ARE ENGAGED IN
CHILD LABOUR
SOME OF THEM ARE ASSEMBLING YOUR FA K E H A N D B AG, WATC H SO M E W H E R E.
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
ABUSED,
STARVING CHILDREN ARE ASSEMBLING YOUR FAKE BAGS
SOMEWHERE WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE THINGS YOU WOULD NEVER WANT TO SUPPORT.
PA G E 8 6
KNOCKITOFF
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE THINGS YOU WOULD NEVER WANT TO SUPPORT.
KNOCKITOFF
ABUSED,
ALL THEY NEED IS SCHOOL
ARE ASSEMBLING YOUR FAKEBAGS
ARE ASSEMBLING YOUR FAKEBAGS
ABUSED,
STARVING CHILDREN
STARVING CHILDREN
SOMEWHERE
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE THINGS YOU WOULD NEVER WANT TO SUPPORT.
SOMEWHERE
KNOCKITOFF
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE
KNOCKITOFF
THINGS YOU WOULD NEVER WANT TO SUPPORT.
PA G E 8 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
ALL THEY NEED IS PLAY
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
THE PROFITS FROM COUNTERFEITING
CRIME HAVE BEEN LINKED TO FUNDING ORGANIZED
AND
DRUG TRAFFICKING
ABUSED, STAVING CHILDREN ARE ASSEMBLING YOUR FAKE H A N D B AGS, SOMEW HERE.
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORT THESE THINGS YOU WOULD NEVER WANT TO SUPPORT.
PA G E 8 8
KNOCKITOFF
KNOCKITOFF
THE PROFITS FROM COUNTERFEITING
COUNTERFEIT GOODS
ARE OFTEN MADE USING CHEAP, SUBSTANDARD,AND
DANGEROUS
CRIME HAVE BEEN LINKED TO FUNDING ORGANIZED
COMPONENTS THAT PUT THE
HEALTH AND SAFETY
OF CONSUMERS AT RISK.
DRUG TRAFFICKING AND
TERRORIST ACTIVITY
KNOCKITOFF
KNOCKITOFF
PA G E 8 9
M F A T H E S I S S AT H I T N U A L C H A W E E
COUNTERFEIT GOODS
ARE OFTEN MADE USING CHEAP, SUBSTANDARD,AND
DANGEROUS COMPONENTS THAT PUT THE
HEALTH AND SAFETY
OF CONSUMERS AT RISK.
KNOCKITOFF
PA G E 9 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
THE PROFITS FROM COUNTERFEITING
CRIME HAVE BEEN LINKED TO FUNDING ORGANIZED
INCLUDE
TERRORIST ACTIVITY
KNOCKITOFF
THE PROFITS FROM COUNTERFEITING
158
CRIME HAVE BEEN LINKED TO FUNDING ORGANIZED
MILLION
INCLUDE
DRUG TRAFFICKING
CHILDREN ARE FORCED TO
CHILD LABOUR
SOME OF THEM ARE ASSEMBLING YOUR FAKE HANDBAGS SOMEWHERE.
KNOCKITOFF
KNOCKITOFF
PA G E 9 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 9 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 9 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 9 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 9 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
CAMPAIGN SAMPLES
PA G E 9 6
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 9 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
ADVERTISING CAMPAIGN For our advertising campaign we want to make them outstanding and catch people’s attention. No matter they are our target audience or not, people who see these advertising campaign at least have something in their mind.
Knock it off target audiences are tourists and people in Bangkok. The design is to make it easy to understand and catch their attention at the same time by using bold statements and colors on the black background.
PA G E 9 8
PA G E 9 9
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 0 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 0 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 0 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 0 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 0 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 0 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
GUIDE BOOK Our guidebook called “DEAD GIVEAWAY�. It is a guide to buying luxury bags. The objective of this guidebook is to acknowledge the target audiences and will give them the ideas how to spot a fake, why they should not buy a fake and more.
This guide book will make a more well-informed decision, by educating them about ways in which they can distinguish authentic goods from counterfeit goods and ultimately, discourage the purchase of fake products. This guidebook will be giveaway for free to the luxury secondhand stores in Bangkok for their customer and also to people who make a donation via knock it off website.
PA G E 1 0 6
PA G E 1 0 7
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 0 8
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 0 9
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 1 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 1 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 1 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 1 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 1 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 1 5
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 1 6
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 1 7
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 1 8
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 1 9
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PROMOTIONAL ITEMS Our promotional items include T-shirt and tote bag with the bold statement “Stop buying fakes, it supports illegal activity, get real� printed on it. This is the easiest way to build awareness to the public about buying counterfeits.
These promotional items will be worn by knock it off staffs and, giveaway for free to the luxury secondhand stores in Bangkok for their customer and also to people who make a donation via knock it off website.
PA G E 1 2 0
PA G E 1 2 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 2 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 2 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 2 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 2 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
WEBSITE
PA G E 1 2 6
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 2 7
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 2 8
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 2 9
M F A T H E S I S S AT H I T N U A L C H A W E E
MOBILE APPS
PA G E 1 3 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 3 1
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 3 2
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
PA G E 1 3 3
M F A T H E S I S S AT H I T N U A L C H A W E E
PA G E 1 3 4
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
WHEN YOU PURCHASE A FAKE, YOU BECOME PART OF THE CYCLE OF COUNTERFEITING AND YOUR MONEY DIRECTLY SUPPORTS THINGS YOU WOULD NEVER WANT TO SUPPORT.
PA G E 1 3 5
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
BIBLIOGRAPHY
“IACC International Anticounterfeit Coalition” http://www.iacc.org/ “My Authentics” http://www.authenticsfoundation.org/ “Bureau of Labor Statistics” http://www.bls.gov/oco/ocos090.htm “Museum of Counterfeit Goods” http://www.tilleke.com/firm/community/museum “Purse blog” http://forum.purseblog.com/ “Top 10 Seized Counterfeit Goods” http://www.cnbc.com/id/43269491 “Bazaar Fakes are never in fashion” http://fakesareneverinfashion.wordpress.com/ “War on Counterfeit Goods” http://www.cnbc.com/id/37824347
PA G E 1 3 6
Raustiala, Kal and Christopher sprigman. The Knockoff Economy: How Imitation
sparks innovation : New York: Oxford University press, 2012. Print Phillips, Tim. Knockoff: The Deadly Trade in Counterfeit Goods: Philadelphia: Kogan Page Limited, 2005. Print Thomas, Dana. Deluxe: How Luxury Lost Its Luster: New York: Penguin Books, 2008. Print Kapferer, Jean-Noël and Vincent Bastien. The Luxury Strategy: Break the Rules of
Marketing to Build Luxury Brands : Los Angeles: Kogan, 2010. Print Heller, Steven, and Lita Talarico. The Design Entrepreneur: Turning Graphic Design
Into Goods That Sell: DC: Rockpot, Sept 2008. Print. Chadha, Radha and Paul Husband. The Cult of the Luxury Brand: Inside Asia’s Love
Affair With Luxury: New York: Nicholas Brealey Publishing, 2007. Print Tungate, Mark. Luxury World: The Past, Present and Future of Luxury Brands: Los Angeles : Kogan Page Limited, 2007. Print
PA G E 1 3 7
M F A T H E S I S S AT H I T N U A L C H A W E E
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .
ACKNOWLEDGEMENTS Thank you is an easy word to say but my gratitude goes beyond a simple thank you. I am thankful for every comments, every ideas and everyone of you that support me through these four years. Thank you.
FAMILY Grandma, Mom, Dad, Sister, my wife and Nishioka family. I love you. Without you guys I’m nothing.
FACULTY Academy of Art University, Mary Scott, Phil Hamlett, Hunter Wimmer, Scott Rankin, Renee D’arcy, Michael Kilgore, Michael Sainato, Laura Milton, Brendan Callahan, Bob Slote, Stan Zienka, Ariel Grey, Carolina de Bartolo, Thomas Mcnulty, Bryan Birch, Marlin Neufeld, Scot Crisp, for all knowledge and inspiration.
PA G E 1 3 8
Make it a habit to tell people thank you. To express your appreciation, sincerely and without the expectation of anything in return. Truly appreciate those around you, and you’ll soon find many others around you.
PA G E 1 3 9
M F A T H E S I S S AT H I T N U A L C H A W E E
DESIGN S AT H I T N U A LC H AW E E
THESIS ADVISORS A R I E L G R E Y, C A R O L I N A D E B A R TO LO
COURSE MASTER THESIS
S O F T WA R E A D O B E C R E AT I V E S U I T E 6
PRINTER & BINDERY B LU R B .C O M
PA P E R P R O L I N E P E A R L P H OTO PA P E R
T Y P E FA C E CHALET
PA G E 1 4 0
KNOCKITOFF
B U Y I N G FA K E S S U P P O R T S I L L E G A L A C T I V I T Y, G E T R E A L .