Zoey Chung Portfolio by Zoey Chung

{ folio }

zoey chung » s e l e c t e d w o r k s 2014 — 2016

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ folio } My passion for design starts with a sheet of paper. It spreads through different types of projects, and forms a visual folio.

Table of contents {

006 - 021

}

{

094 - 107

}

Flowater

{

022 - 039

}

The Trace of Yin-yang

{

108 - 121

}

Wandering Circus {

040 - 059

}

060 - 081

}

{

122 - 135

}

082 - 093

}

05 KC Masterpiece

08 MyGuard

{

136 - 153

}

Smithsonian

{

07 Maestro

Shadow

{

09 The Continuous Sequence

{

154 - 195

}

10 Parallel

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ 01 }

{ project } Reclaimed Water

{ semester } Fall 2014 04

{ overview } » course Packaging Design 2 » instructor Christine George » duration 7 weeks » category Packaging, Branding

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ folio }

{ title}

f lowater » objective

To create a Tetra Pak of drinking water that has been extracted from flowers in order to take advantage of healing properties that are beneficial to the human body. To give consumers the ease of having bottled water without harming nature.

» approach

In an effort to maintain the brand’s identity with clarity and purity, the system uses a cool tone color palette and a refreshing look and feel for drinking water. The brand’s logo features a water droplet shape with a pattern of the ingredients inside. The container itself takes the form of a floral leaf.

» audience

People who desire sustainable products.

» featured in

The Dieline, Packaging of the World

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

spring

2015

{ 02}

{ project } Board Game

{ semester } Spring 2015

{ overview } » course Packaging Design 3 » instructor Christine George » duration 7 weeks » category Packaging, Branding

{ page }

{ title }

folio

{ folio }

{ title}

wandering circus » objective

To create a board game with the theme “circus” in order to enjoy the game with family. To develop unique game rules and play involving searching for characters within a twisting maze built with both fixed and moving pieces, and collecting them.

» approach

To excite children’s curiosity, I designed more fun and playful game. Use of bright and fun colors focuses on a young age group that can enjoy the game with the family. Hand-drawn illustrations are also used to attract young players.

» audience

Children who are five years and up and parents who like to play board games with their children.

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

wandering circus

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

spring

2015

{ project } Beer Six-Pack

{ 03}

{ semester } Spring 2015

{ overview } » course Packaging Design 3 » instructor Christine George » duration 7 weeks » category Packaging, Branding

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ folio }

{ title}

shadow » objective

To create a beer label and six-pack with the concept “black magic.”

» approach

The eye logo is designed as the portal to that spiritual realm. In the Shadow six-pack, each bottle has a different flavor indicating a “different personality,” and they are represented on the labels as witches’ hands, scale, sword, the moon, the sun and fire. The overall style is dark and mysterious.

» audience

People who like dark beer.

» featured in

The Dieline, Packaging of the World

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

shadow

{ date }

spring

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ project } Brand Identity

{ semester } Fall 2014

{ 04}

{ overview } » course Identity 2 » instructor Todd Hedgpeth » duration 15 weeks » category Branding, Print

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ folio }

smithsonian { title} » objective

To create a new brand identity system for the Smithsonian Institution, the world’s largest museum and research complex. To use original DNA of the brand and modernize it.

» approach

The project contains navy and copper-gold colors that are classy and elegant in order to recognize the history and tradition of the institution. The logo is inspired by the shapes of decorations on the windows of the Smithsonian’s main building. I created an icon series of the Smithsonian museums as a secondary graphic.

» audience

People who like to visit the Smithsonian Museum & Institution.

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

smithsonian

{ date }

fall

2014

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2015

{ project } Pulled Pork & Chicken

{ semester } Fall 2015 04

{ 05}

{ overview } » course Internship »director Bruce Willardson » manager Anthony Luk » duration 8 weeks » category Packaging

{ page }

{ title }

folio

{ folio }

{ title}

kc masterpiece Âť objective

Launch a new product line of pulled pork and chicken to increase KCM shelf presence and flavor awareness.

Âť approach

I approached the idea from the original story of KC Masterpiece, which is based in Kansas City, Missouri. The appetizing appeal is a major communication priority. Therefore the design of the packaging was the emphasis on this point. This design helps the brand to drive loyalty of consumers of KCM, which makes greattasting BBQ sauces authentically made with real ingredients.

Âť audience

Highly engaged/expert grillers, and people who grill for special occasions.

{ project }

kc masterpiece

{ date }

fall

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

kc masterpiece

{ date }

fall

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

kc masterpiece

{ date }

fall

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

kc masterpiece

{ date }

fall

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

kc masterpiece

{ date }

fall

2015

{ page }

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

spring

2014

{ project } Experimental Typography

{ semester } Spring 2014

{06}

{ overview } » course Typography 3 » instructor Ariel Grey » duration 15 weeks » category Typography, Print

{ page }

{ title }

folio

{ folio }

the trace of yin-yang { title} Âť objective

To investigate the architectural principles of Gyeongbok Royal Palace, which are based in yin and yang and the five elements theory. The palace is located in South Korea and was the main royal palace of the Joseon dynasty (1392-1897).

Âť approach

I designed a concept that shows the structural and mechanical aspect of the palace. I used dark green and orange colors found in Dan-chung, the traditional multi-colored paintwork, while hinting at the concept of yin and yang.

Âť audience

People who are interested in the beauty of oriental palaces and the history of Korea.

{ project }

the trace of yin-yang

{ date }

spring

2014

{ page }

101

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the trace of yin-yang

{ date }

spring

2014

{ page }

103

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the trace of yin-yang

{ date }

fall

2014

{ page }

105

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the trace of yin-yang

{ date }

spring

2014

{ page }

107

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the trace of yin-yang

{ date }

spring

2014

{ page }

109

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the trace of yin-yang

{ date }

fall

2014

{ page }

111

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ project } Delicatessen

{ semester } Fall 2014 04

{ 07 }

{ overview } » course Packaging Design 2 » instructor Christine George » duration 7 weeks » category Packaging, Branding

{ page }

113

{ title }

folio

{ folio }

{ title}

maestro » objective

To create a high-end Italian delicatessen with the aim of highlighting the historical figure — the great Renaissance cook and 15th century Italian culinary expert Maestro Martino.

» approach

The main idea behind the look of Maestro is a classic Italian look and feel inspired by the Italian Renaissance. The pattern reflects the flourish of Renaissance cuisine. The logo was inspired by the old lettering of M.

» audience

People who like to shop for Italian deli products.

{ project }

maestro

{ date }

fall

2014

{ page }

115

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

maestro

{ date }

fall

2014

{ page }

117

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

maestro

fall

{ date }

2014

str o e a m 14 EN

95 RIC

P ROD U

HE D

I TA

LIAN

Brie Cheese NET

W T 36 OZ

{ page }

119

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

maestro

{ date }

fall

2014

{ page }

121

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

maestro

{ date }

fall

2014

{ page }

123

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

maestro

{ date }

fall

2014

{ page }

125

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ project } Mobile Application

{ semester } Fall 2014 04

{08}

{ overview } » course Graphic Design 3 » instructor Matt David » duration 15 weeks » category UI/UX

{ page }

127

{ title }

folio

{ folio }

{ title}

myguard » objective

To create a security app for self-protection. The streets at night are unsafe to be out alone. Dark streets can make people feel nervous and also make them speed up their pace. The application helps to protect people from possible crimes in dark streets.

» approach

The app provides a dark background color, because users can be targeted more easily if they use a bright color at night. The minimal glowing effect acts as a guide to the user’s destination.

» audience

People who commute by public transportation and walk in late night.

{ project }

myguard

{ date }

fall

2014

{ page }

129

{ title }

Map

folio

{ 10 selected works }

Nearby

zoey chung

Nearby

Nea

within a 5-mile radius

ap ection

Favorite Lists

Beware > click to more info

Location

180 New Montg San Francisco, Status

You are hear

79 New Montgomery st, CA 94109

end cation

Nearby

You

Beware Description

A homeless guy the side walk an toward pedestr

arby

gomery Street, CA 94109

{ project }

myguard

{ date }

fall

2014

x Share to friend 180 New Montgomery Street San Francisco, CA 94109

Locaiton : 180 New Montgomery Street San Francisco, CA 94109

Beware

A homeless guy is blocking the side walk and shouting toward pedestrians.

y is blocking nd shouting rians.

{ page }

131

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

myguard

{ date }

fall

2014

{ page }

133

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

myguard

{ date }

fall

2014

{ page }

135

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

myguard

{ date }

fall

2014

{ page }

137

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

myguard

{ date }

fall

2014

{ page }

139

{ title }

folio

{ 10 selected works }

zoey chung

{ project } Experimental Typography

{ semester } Spring 2015

{09}

{ overview } » course Typography 4 » instructor Ariel Grey » duration 15 weeks » category Typography, Print

{ page }

141

{ title }

folio

{ 10 selected works }

zoey chung

{ folio }

{ title}

the continuous sequence Âť objective

To investigate the discipline of motion design. To design a conference book introducing the new technology of 3D holography that focuses on medical usage.

Âť approach

The concept behind this book was to interact with a printed format by incorporating 3D glasses. The reader is allowed to see the object in three dimensions with 3D glasses.

Âť audience

Medical students, teachers and persons concerned in holography industries.

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

143

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

145

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

147

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

149

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

151

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

153

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

155

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

the continuous sequence

{ date }

spring

2015

{ page }

157

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2015

{ project } Group Project

{ semester } Fall 2015 04

{1 0}

{ overview } » course Packaging Design 4 » instructor Michael Osborne » duration 15 weeks » category Packaging, Branding

{ page }

159

{ title }

folio

{ 10 selected works }

zoey chung

{ folio }

{ title}

parallel » objective

To create a high-end store brand and packaging system to compete with Williams-Sonoma, Crate & Barrel, Restoration Hardware and Pottery Barn.

» approach

We mainly used dark colors to make the packaging high-end and appealing to new customers. The overall look and feel of the product prominently features the image.

» audience

Millennials and baby boomers who mainly shop at WilliamsSonoma, Crate & Barrel, Restoration Hardware and Pottery Barn.

{ project }

parallel

{ date }

fall

2015

{ page }

161

{ title }

folio

{ 10 selected works }

zoey chung

Âť store brand (branded house)

Parallel is composed of five categories. Each category of the Parallel brand has a cohesive look and feel across the products with a similar packaging system.

Lifestyle, Diverse, Confident, Quality

Âť category

Food

Pharmacy

Kitchen

Pet

Beauty

{ project }

Âť p r i va t e b r a n d

Practical, Organic, Lively

parallel

{ date }

fall

2015

Gardenia is a gardening brand for urban gardeners who seek nature in the urban environment by growing vegetables on their balconies or in small gardens for an engaging experience.

Âť c a t e g o ry

Gardening Tools

Seeds

{ page }

163

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

165

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

1 67

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

169

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

171

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

173

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

175

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

177

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

179

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

181

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

183

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

185

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

187

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

189

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

191

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

193

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

195

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

parallel

{ date }

fall

2015

{ page }

197

thank you » m y fa m i ly

My parents, Soo Kyung, Jin Young, Ji Yeon and Jae Seung Hyeong-Bu. I love you and thank you to keep supporting me with all your heart.

» my friends

Jake Jung, Saerona Shin, Bora Nam, Yejoo Kwon, Jenny Oh and friends in Korea.

» instructors

Mary Scott, Christine George, Michael Osborne, Matt David, Todd Hedgpeth

» special thanks

Bruce Willardson, Melissa Richards, Anthony Luk. For guiding me to grow up as a designer. My appreciation for you is beyond description.

colophon » course

Senior Portfolio » school

Academy of Art University, School of Graphic Design » instructor

Mary Scott » b o o k b i n d e ry

Blurb, blurb.com » photography

Zoey Chung » p h o t o c r e d i t ( KC M )

Ron Essex » title of book

Folio » text stock

ProLine Uncoated » t y p e fa c e s

Chronicle, Whitney » s o f t wa r e

Adobe Creative Cloud 2015

{ project }

flowater

{ date }

fall

2014

{ page }

201

{ title }

folio

{ 10 selected works }

zoey chung

{ project }

flowater

{ date }

fall

2014

{ page }

203