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FUTURE PERFECT

ALICE HSU


Copyright © 2011, Shao Chin “Alice” Hsu Phone: 415.367.59 9 9 E- mail: alicehsu1015@gmail.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the written permission of Shao Chin Alice Hsu. School _ Academy of Art University School of Graphic Design 79 New Montgomer y Street, San Francisco, CA 9 4105 Instructor_ Mar y Scott

Printer_ Giant Horse Printing 1336 San Mateo Avenue South San Francisco, CA 9 4 0 8 0 650 875 7137 Binder y_ Herring & Robinson Bookbinders 10 0 N. Hill Dr., Unit 5 Brisbane CA 9 4 0 05 415 4 67 0 4 4 0 Photography_ Alice Hsu Tittle of Book _ Future Perfect Cover Stock _ Camel Hair 8 0 lb cover, David Board Text Stock _ Finch 10 0lb text Typography_ Hoefler, Univers Technology_ Adobe Indesign, Adobe Illustrator, Adobe Photoshop, Degital Photo Professional, Canon Power Shot


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CONTENTS

01

02

03

04

05

ARCHITECTURE REBORN

06

BEHIND THE DOOR

ADAPTIVE REUSE PROJECT

A TUNNEL BOOK OF BLUEBE ARD

006

102

GLAMOROUS MASQUERADE

07

DANCING RONDO

RE- BR ANDING OF MA X FACTOR

AN INSPIR ATION FROM JA Z Z

026

114

GUMBY LOVES GUMS

08

NO FAIR—ALL FAIR

THE SPECIAL OF GUMBY BIRTHDAY

A PROMOTION OF FAIR TR ADE

046

122

A MEMORY BURNED ONTO FILMS

09

MIDNIGHT JOURNEY

A WALTER SELL AS FILM FESTIVAL

THE UNSEEN AROUND US

058

13 6

KNOCK ABOUT SENSES

10

THESIS: MEAT THE TRUTH

A SCIENTIFIC MAGA ZINE OF FIVE SENSES

A DVOCATE FOR HUMA NELY R AISED

084

FOOD A NIMALS 152


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ARCHITECTURE REBORN A DA P TI V E REUSE PRO JEC T

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P R O J E C T_ 01/10

C O U R S E _ E X P E R I M E N TA L T Y P O G R A P H Y

INSTRUC TOR _ ARIEL GREY

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OVERVIEW_ I created a conference for adaptive reuse, which is a term that refers to finding new applications or uses for older structures that are not connected with the original functions of those structures. Sometimes known as building recycling or structure repurposing, this approach calls for reworking the interior layout of the structure as a means of making it suitable for some new purpose. In some cases, adaptive reuse also calls for altering or adapting the façade of the building to bring it more into line with its new function.

PROCESS_ My concept is reassembling structures and materials along with combinations of old and new style of typography. I wanted to focus on the geometry of my typography explorations and combine the type setting with the materials and architecture in my layout. To express the combination of old and new architecture, I chose Whitney for my serif and Univers for my sans serif. I used neutral colors and high contrast image style to differentiate between before and after the transformation of reuse. To emphasize architectural feeling, I use many geometric graphic elements and composed the bars in the text.

Old will have been integrated with new.

RESULT_ A book to introduce some great examples of adaptive reused architecture from different countries, including the beauty and benefit of it; Two posters of the conference: front and back side. The Front side is the main introduction for this conference, and the backside shows the detail information, such as map, building guide, hotel, restaurant, and traffic; Reassembling Architecture” collectable cards.

PROJECT TITLE_ WHAT’S OLD IS NEW AGAIN DATE_ 2011 SPRING CL ASS _ EXPERIMENTAL T YPOGRAPHY INSTRUCTOR _ ARIEL GREY AUDIENCE_ DESIGNERS T YPEFACE_ BEMBO & UNIVERS

P R O J E C T_ 01/10

C O U R S E _ E X P E R I M E N TA L T Y P O G R A P H Y

INSTRUC TOR _ ARIEL GREY

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FF U F EFCETC T UTTU URREEPPEERR

P PO ORRTTFFOOLLI O I O__ A A LLIIC CEE HHSSUU

T T II T TT T LLEE __

A CH I TO EC T UERN EG RR E BAV O REN A RM EM RY D


8 5째

93 f t. 8 in.

8 5 f t. 8 in.

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P R O J E C T_ 01/10

C O U R S E _ E X P E R I M E N TA L T Y P O G R A P H Y

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I N S T R U C T O R _ T R OY A L D E R S

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C O U R S E _ E X P E R I M E N TA L T Y P O G R A P H Y

INSTRUC TOR _ ARIEL GREY

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GLAMOROUS MASQUERADE R E - BR A N D I N G O F M A X FAC TO R

M YS T E RY O F M A X FAC T O R


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COURSE_

THE NATURE OF IDENTITY

INSTRUC TOR _ HUNTER WIMMER

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TIT TLE_

M YS T E R O F M A X FAC T O R


OVERVIEW_ This is a rebranding for Max Factor. “The masquerade” is my concept for the design. Max Factor has been redefined from their former style. I wanted to give it a luxurious, dramatic, couture style, with a hint of fantasy and mystique. I find the concept of masks interesting as people have a different “masks“ for different roles in life.

PROCESS_ Max Factor’s makeover is inspired by the concept pf European Masquerade. The redesign is glamorous and filled with mystery. I chose a Venetian-inspired masquerade, very glamorous and filled with mystery. The type chosen for this book is a fashioninspired serif typeface for the title and sans serif for the content. The identity logo combines with organic shapes to show elegance, glamour, and feminine. The shape of the logo was inspired by feathers on a Venetian mask. Deep purple and vibrant pink are the colors for mystery and female, which also appear well in black and some dark colors in this book.

RESULT_ The identity system: a logo, stationery, a brand book, and packaging design.

Max Factor will have been transformed.

PROJECT TITLE _ MYSTERY OF MA X FACTOR DATE _ 20 0 9 FALL CL ASS _ THE NATURE OF IDENTIT Y INSTRUCTOR _ HUNTER WIMMER CATEGORY BR ANDING T YPEFACE _ SERIFA & FUTUR A

P R O J E C T_ 0 2 /10

C O U R S E _ I N T EG R AT E D C O M M U N I C AT I O N L A B

INSTRUC TOR _ HUNTER WIMMWE

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INSTRUC TOR _ HUNTER WIMMER

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Ma x Factor & Compa ny 5 6 0.65 4 .0266 21355 Pacific Coast Highway Suite 200 Malibu, CA 90265 w w w.maxfactor.com

MAX

FACTOR

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M YS T E R Y O F M A X FA C T O R

1.5 X

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7X

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- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -M - - - -A - - -X -----F - - -A ---C - - - -T - - -O - - - -R ----------

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G U M BY G U M

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GUMBY LOVES GUM SPECI A L EDITION PACK AGING


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C O U R S E _ T Y P E SYS T E M S

INSTRUC TOR _ JENNIFER STERLING

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G U M BY G U M


OVERVIEW_ In this project, the objective was to coordinate a brand with a project that was previously not associated with that brand. The challenge of this project was to make the brand correspond with the product no matter now different the two ideas.

PROCESS_ The brand I worked with was Gumby. The product was gum. Gumby is such a fun character to play with. Gum and Gumby actually work very well together because they share smooth shape and color possibilities. I created a large format poster along with a set of postcards. The concept was to promote an interesting and passionate lifestyle. The deliverables projected this idea using the lively character— Gumby, conjures out a lot of fun to people. It includes collectable toys, packages, and gum, which are limited editions.

RESULT_ A poster, a set of postcards, and a CD case

Bubble gum will have welcomed Gumby

PROJECT TITLE _ GUMBY GUM DATE _ 20 0 8 SUMMER CL ASS _ T YPE SYSTEMS INSTRUCTOR _ JENNIFER STERLING CATEGORY PRINT CAMPAIGN T YPEFACE _ DOGMA

P R O J E C T_ 0 3/10

C O U R S E _ T Y P E SYS T E M S

INSTRUC TOR _ JENNIFER STERLING

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G U M BY G U M


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INSTRUC TOR _ JENNIFER STERLING

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G U M BY G U M


P R O J E C T_ 0 3/10

C O U R S E _ T Y P E SYS T E M S

INSTRUC TOR _ JENNIFER STERLING

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G U M BY G U M


P R O J E C T_ 0 3/10

COURSE_ JENNIFER STERLING

INSTRUC TOR _ JENNIFER STERLING

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G U M BY G U M


P R O J E C T_ 0 3/10

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INSTRUC TOR _ JENNIFER STERLING

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A MEMORY BURNED ONTO FILMS A WA LT ER S A L L ES ’ FIL M FES T I VA L 0 02

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PA R T I DA


OVERVIEW_ The Walter Salles’ “Partida” film festival has been held in several different locations for five years since his “Diarios de motocicleta” ( The Motorcycle Diaries) was released in many countries to critical acclaim. His films present the rich South American culture and landscape, with scenes of nature in which the characters stand out. Partida means “so long” in Portuguese. Most of Walter Salles’ films speaks about journeys; both physical and emotional journeys. The characters are trying to find themselves and realize their life goals during these journeys. Walter Salles manage to connect with the audience throughout these journeys. The films shown in this festival are: Central Station, The Motorcycle Diaries, Linha de Passe, and Behind the Sun.

PROCESS_ Because Walter’s films are all about the journey of love, loss, and innocence, I wanted to create a series of design which sparks memories. Patterns and rich hues inspired by Brazilian arts are used throughout the design. The images shown beautiful landscape. Everything including paper choice, stationery, and merchandise, is textured to emphasize the original rough feeling from the concept.

A new journey will have started.

RESULT_ Festival collateral included a poster, a catalog, merchandising with package design, a brochure for schedule, a soundtrack album, and a set of DVD’s.

PROJECT TITLE _ PARTIDA DATE _ 20 0 9 SPRING CL ASS _ INTEGR ATED COMMUNICATION INSTRUCTOR _ TROY ALDERS CATEGORY PRINT, PACK AGE DESIGN T YPEFACE _ HELVETICA NEUE

P R O J E C T_ 0 3/10

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I N S T R U C T O R _ T R OY A L D E R S

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S E N S E M AG A Z I N E


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INSTRUC TOR _ MICHAEL KILGORE

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S E N S E M AG A Z I N E


OVERVIEW_ SENSE is issued every two months. It’s a magazine of a scientific journey with six senses: hearing, taste, touch, sight, smell, and the special. The issue of this month is a discovery of communication and attraction by smelling. We discover all creatures’ pheromones which are working on each other and explain how they are important to our lives. In recent years, scientists have been homing in on a previously undiscovered sensory system that performs its work quietly and is responsible for our most basic human reactions and interactions. This system is triggered by the mysterious messengers we now know as pheromones.

PROCESS_ “Smell” is one of the six sense resorts and also the theme of this issue of my magazine. So the concept is “odor.” A smooth, soft, flowing style and graphic elements are what I created for SENSE. The color and image style transform in different chapters.

RESULT_ A book, website and a package design for perfume

Pheromone will have led us to the unknown

PROJECT TITLE _ SENSE MAGA ZINE DATE _ 2010 SPRING CL ASS _ CONNECTING THE DOTS INSTRUCTOR _ MICHAEL KILGORE CATEGORY SCIENTIFIC MAGA ZINE T YPEFACE _ BLENDER & FUTUR A

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INSTRUC TOR _ MICHAEL KILGORE

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(Z) -7-dodecen-1-yl acetate

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SENSE The Five Sense Magazine

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INSTRUC TOR _ MICHAEL KILGORE

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B LU E B E A R D ’ S C L O S E T


06 BEHIND THE DOOR A T UN NEL BOOK OF BLUEBE A RD

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B LU E B E A R D ’ S C L O S E T


OVERVIEW_ “Bluebeard”, (French: La Barbe bleue) a French literary folktale, tells the story of young Marie- Catherine, child bride to an aristo cratic ogre with a reputation for murdering his wives. The challenges for me are to figure out what kind of format and materials increase the readers interests more and feel different from the other Bluebeard, and also illustrated all characters by myself.

PROCESS_ To create the mystical feeling of the main scene — Bluebeard’s closet, design the book as the “tunnel book” is very applicable. The 3 - dimensional tunnel presents the scary dark closet and creates a scene as a movie as well. Therefore, I combine two formats to this book: perfect binding at the beginning and tunnel book in the end.

RESULT_ A tunnel story book

The secret will have been discovered

PROJECT TITLE _ BLUEBE ARD’S CLOSET DATE _ 20 0 8 SPRING CL ASS _ BOOK ARTS INSTRUCTOR _ MACY CHADWICK CATEGORY PRINT T YPEFACE _ GOUDY

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OVERVIEW_ I designed this music poster based on photos taken from an experiment. I chose Blue Bondo’s A La Turk by Dave Brubek.

PROCESS_ Blue Bondo A La Turk is a jazz song which simulates happiness. It’s like hearing a live show every time, and the rhythm and the melody just make me feel like I am relaxing in a bar with fine wine. I printed out words, photos and graphic elements that are related to the song on transparency sheets, projected them to a wall and play around with composition. I took photos of the composition and design a poster for Blue Bondo A La Turk.

RESULT_ A poster

Brubeck will have performed tonight

PROJECT TITLE_ DANCING RONDO DATE_ 2009 SPRING CL ASS_ T YPE EXPERIMENTS INSTRUCTOR _ STAN ZIENK A CATEGORY PRINT T YPEFACE_ K ABEL & ROTIS SERIF

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08 ALL FAIR窶年O FAIR A P RO M OT I O N O F FA IR T R A D E

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OVERVIEW_ Farmers and workers at the beginning of the chain don’t always get a fair share of the benefits of trade. Fair trade enables consumers to put this right. This is a project to help a new corporate image which could lead new directions for the company. Students were asked to explore the problems with a company’s image and come up with a promotional idea. The challenge of this project was to create an original idea and think outside the box.

PROCESS_ I wanted to distinguish my concept from other design with serious topic, I wanted to present my idea with an outrageous and ironic concept. The company I worked with was NESTLÉ® USA, which is one of the major worldwide corporations. Therefore, it NESTLÉ should definitely take responsibility for fair-trade matters. I created a series of posters along with a package of fair-trade tea products. After working on this project, it definitely encouraged me to think differently about the impact design can have in the world.

RESULT_ A series of poster and package design

Farmers will have had fair trade.

PROJECT TITLE _ NO FAIR AlL FAIR DATE _ 2010 FALL CL ASS _ DESIGN OUTSIDE THE BOX INSTRUCTOR _ ROL AND YANG CATEGORY_ PRINT T YPEFACE _ KNOCKOUT

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09 MIDNIGHT JOURNEY IN V ISIBILI T Y: T HE UNSEEN A ROUN D US

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OVERVIEW_ It is important for a designer to have the ability to tell stories with either words or images. The Sleepwalker, an image only fantasy storybook, talks about a girl who sometimes does some thing ridiculous when she is sleepwalking, but meanwhile, she is actually on her wonderful and exciting journey in her dream.

PROCESS_ This is a photo narratives book which only uses images to tell a story. The main key to succeed in this project is to find the correct angle to take photos because the perspectives of each photo represent the viewer’s point of view. Since it is a fantasy story, some parts are hard to present with only photos. Therefore, small illustrations are also another important element to make this story smooth in this book.

RESULT_ A photography book

She will have woken up with surprise.

PROJECT TITLE _ THE SLEEP WALKER DATE _ 2010 SPRING CL ASS _ PHOTO NARR ATIVES INSTRUCTOR _ BETH L ADOVE CATEGORY PHOTOGR APHY BOOK T YPEFACE _ ELOQUENT SWASH

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THESIS: MORAL MEAT A DVOCATE FOR HUMA NELY R AISED FOOD A NIMALS

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OVERVIEW_ Moral Meat is an association to make people reduce (or refuse) buying animal products from animals which were raised inhumanely, and to help people to choose better animal products. To achieve the goal, this association exposes the real meat that people usually eat and uncover the truth of inhumane farming style, point people to the right direction on where to buy good animal products, and help them to recognize labels of animal products indicating food safety and great quality.

PROCESS_ The concept of this topic and the book is to tell the truth to people with a more friendly and interesting way, to make this issue more approachable. This book was designed with comic style to soften the harsh effect of the topic, and it also help to HOW M ANY PEOPLE KNOW THAT most farm animals are living in squalid describe this serious issue more clearly. On top of the book, and dreadful conditions, are bred extremely inhumanely, and furthere will be a campaign to make people more familiar with this thermore will be fed into the mouths of most consumers soon? In topic without using gory images and scary documentaries that recent years, Many people today are too busy to stop to pay attenpeople tend to avoid. tion to what they eat. In recent years, we have seen more and more incidents pof diseases in the meat and dairy from the news, such as foot and mouth disease, avian flu, swine flu, salmonella, and RESULT_ mad cow disease. Some people will still not care about the food A Book, website, a stationery system, posters, postcards, brothey eat and animal treatment particularly, which they assume is chures, and package design not very critical. Some even avoid learning about more this issue deeper because the fact is bloody and cruel, and they are unwillWe will have concerned the meat ing to change the way they eat and buy. There are a few people whowe are concerned with where the animals come from, what the production process is like, or even wonder what causes these problems. But there are still lots of people who don’t know the seriousness of this topic. Therefore, a large amount of inhumane factory farming is still spreading across the United States and increasing in the world. The object of this book is to stop inhumane treatment toward farm animals and also to make the meat and dairy products safer and better. It begins by exposing the truth of factory farming to let the readers understand meat manufacturing first, and then explains what we, as consumers, can do to make it better. We cannot make everyone in the world become a vegetarian, but starting to cart about PROJECT TITLE _ and inspect our food is the most fundamental way to stop animals suffering, diseases, and pollution. MOR AL ME AT

buy

DATE _ 2010 SFALL — 2011 SUMMER CL ASS _ DIRECTED STUDY INSTRUCTOR _ JJ HA , ARIEL GRE Y CATEGORY PRINT, WEBSITE, PACK AGING T YPEFACE _ ELEMENTA , SERIFA

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GREENWASH I can attest that most of labels you see on the packages are lies.

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Acknowledgement

This book is dedicated to my family. Pema Chou, David Hsu, Katherine Hsu, Emmanuel Jen, and Moo. Without your love and support, I would be lost. My gratitude goes out to my family, and friends: Kay Wu, I - Chen Su, Charles Yeh, Edward Lu, Grace Chen, Olive Lee, Zack Fu, Celeste Yang, Werm, Yue Cheng, Davil Holl..., and all my friends in Taiwan who always encourage me and consider my feelings. Special thanks to my instructors: Marry Scott, Phil Hamlett, Michael Kilgore, Ariel Grey, JJ Ha, Roland Yang, Jennifer Sterling, Stan Zienka, Macy Chadwick, and Hunter Wimmer.


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