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SYNERGY

DESIGNED BY AMBER TU


TITLE SYNERGY

COPYRIGHT All rights reserved. No part of this book may be reproduced in any format without the written permission of the copyright owner. All images must be

COURSE SENIOR PORTFOLIO

reproduced with the knowledge and prior consent of the designer’s concern. Book design for Senior Portfolio GR 460 taught by Jeremy Stout in Spring 2012

INSTRUCTOR JEREMY STOUT

at the Academy of Art University, San Francisco CA.

SEMESTER SPRING 2012 FORMAT BOOK DESIGN DESIGNER AMBER TU MOBILE +86 1801 917 4790 EMAIL AMBER@AMBER-TU.COM WEBSITE WWW.AMBER-TU.COM

01_Synergy designed by Amber Tu


SYNERGY The interaction of forces so that their combined effect is greater than the sum of their individual effects. That is the technical definition of synergy, a process where parts join together to function flawlessly as one. Synergy however, also happens to describe my spirit of designing, and my process of creating art. As when all my individual strengths – a critical eye towards details, paired with a shrewd sense of aesthetics and a boldness to explore unconventional techniques – are brought together, the magic of synergy happens. From finding inspiration, to conceptualizing, to creating and finally producing – my pieces are all born from the result of separate parts working together in harmony.

Concept_02


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TABLE OF CONTENTS 01 IAMS PET PRODUCT LINE 02 COLOR OF CONSUMERISM 03 BENJAMIN MOORE HOUSEHOLD PAINT 04 DUNHILL CANDLE LINE 05 SEARS LIVING GARDEN 06 SEARS OUTDOOR LIVING 07 CONNECTED: SOCIAL NETWORKING 08 ASTON MARTIN HOUSEHOLD APPLIANCES 09 IDENTITY MARKS

Table of Contents_04


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01

IAMS Product Line_06


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IAMS TITLE PET PRODUCT LINE COURSE PACKAGE DESIGN 3 INSTRUCTOR THOMAS MCNULTY SEMESTER FALL 2010 FORMAT PACKAGING

OBJECTIVE Redesign Iams, while exploring new structural designs. Develop a cohesive packaging system and leverage the design based on the strategy plan and marketing outline. Extend the final design to several possible products. SOLUTION Iams is the revamp of the pet food line. The overall tone conveys a feeling of wholesomeness by acknowledging the bond between consumers and pets. The system reflects Iams’s commitment to their environment through the idea of sustainable design. The concept promotes Iams’s natural ingredients, reflecting devotion to pet holistic health.

IAMS Product Line_08


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IAMS Product Line_10


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IAMS Product Line_12


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IAMS Product Line_14


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02

Color of Consumerism_16


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COLOR OF CONSUMERISM TITLE PAPER PROMOTION COURSE TYPOGRAPHY 3

OBJECTIVE Design a promotional booklet for French Paper Company, promoting one of its vibrantly colored lines. Pop-Tone is created to intrigue the sense of sight and taste. Colors from this line comes with an unique candy theme and a variety of brilliant hues.

INSTRUCTOR ARIEL GREY SEMESTER SPRING 2010 FORMAT BOOK DESIGN

SOLUTION Color of Consumerism is a paper promotional booklet designed for French Paper Company. The book is divided into four sections, each highlighting colors consumers come in contact during a supermarket visit. The idea is to find shelf products that correspond to that particular color and analyze the psychological effects on its consumers.

Color of Consumerism_18


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Color of Consumerism_20


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Color of Consumerism_22


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Color of Consumerism_24


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Color of Consumerism_26


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Color of Consumerism_28


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Color of Consumerism_30


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03 05

Benjamin Moore Paint Line_32


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BENJAMIN MOORE TITLE HOUSEHOLD PAINT LINE COURSE PACKAGE DESIGN 2 INSTRUCTOR THOMAS MCNULTY SEMESTER SPRING 2010 FORMAT PACKAGING

OBJECTIVE Select or create a household paint brand. Design a line of exterior and interior paints. Work with different structures of round forms and sizes. The concept to this design is the approach towards a eco-friendly paint. SOLUTION Natura is the redesign of Benjamin Moore’s current paint line. The clean and natural feel convey a sense of a fresh environment. The initial idea is conveyed through the healthy aspect of the package, suggested by the organic and environmental friendly colors.

Benjamin Moore Paint Line_34


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Benjamin Moore Paint Line_36


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Benjamin Moore Paint Line_38


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04

Dunhill Candle Line_40


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DUNHILL TITLE CANDLE LINE COURSE PACKAGE DESIGN 1 INSTRUCTOR MELANIE HALIM SEMESTER SPRING 2009 FORMAT PACKAGING

OBJECTIVE Select an existing fashion brand and design candle related products that best represent the brand’s overall image. Introduce a line that includes a set of tea light candles in their own case and three tall candles. SOLUTION Dunhill is a line of candles designed for an existing fashion brand. The three colors selected for this line corresponds to the sophistication of the brand itself. Target audience range from businessmen in their late 20’s to 50’s who appreciate designer labels, from formal to causal.

Dunhill Candle Line_42


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Dunhill Candle Line_44


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05

Sears Living Garden_46


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SEARS LIVING GARDEN TITLE SEARS REDESIGN COURSE PACKAGE DESIGN 4 INSTRUCTOR THOMAS MCNULTY SEMESTER FALL 2011 FORMAT PACKAGING

OBJECTIVE Redesign a completely new, modern looking Sears. The goal is to remake the iconic department store through uplifting their brand and current packages. Sears need a personality revamp and a more upbeat look. SOLUTION The initial solution is to design a line of gardening items that elevate Sear’s original package in order to create a different atmosphere than the original Sears can already offer. The solution behind each packaging is to design a package with improved quality.

Sears Living Garden_48


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Sears Living Garden_50


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Sears Living Garden_52


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06

Sears Outdoor Living_54


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SEARS OUTDOOR LIVING TITLE SEARS REDESIGN COURSE PACKAGE DESIGN 4 INSTRUCTOR THOMAS MCNULTY SEMESTER FALL 2011

OBJECTIVE Redesign a completely new, modern looking Sears. The goal is to remake the iconic department store through uplifting their brand and current packages. Sears need a personality revamp and a more upbeat look. SOLUTION The initial solution is to design a line of grilling packages that elevate Sears and create a different atmosphere than the original Sears can already offer. The solution behind each package is to design a package with improved quality.

FORMAT PACKAGING

Sears Outdoor Living_56


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Sears Outdoor Living_56


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Sears Outdoor Living_60


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Connected: Social Networking_62


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CONNECTED: SOCIAL NETWORKING TITLE 90-PAGE BOOK COURSE TYPOGRAPHY 4 INSTRUCTOR JEREMY STOUT SEMESTER SUMMER 2011

OBJECTIVE Select any topic and design a book. Intensive research toward the subject was done and infographics were created. A cohesive system was developed throughout the book. SOLUTION Social Networking is an experience of exploration. To wander into this digital world, is to embark on a voyage that leads to the unknown. There are countless routes an explorer take and paths that lead to discoveries where others await.

FORMAT BOOK DESIGN

Connected: Social Networking_64


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Connected: Social Networking_66


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Connected: Social Networking_68


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Connected: Social Networking_70


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Connected: Social Networking_72


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Connected: Social Networking_74


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08

Aston Martin Household Appliances_76


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ASTON MARTIN TITLE HOUSEHOLD APPLIANCES COURSE PACKAGE DESIGN 3 INSTRUCTOR THOMAS MCNULTY SEMESTER FALL 2010

OBJECTIVE Select a brand that is not in the household sector and introduce them as a line of household items. Design a system for five household appliance products while focusing on informative, clear front, side and back panel information. SOLUTION Aston Martin is an automotive brand selected for a household appliance line extension. Appliances share a rounded edge feel to imitate roundness of the Aston DBS. Two colors bring out the personality of the brand, mirroring its unique character.

FORMAT PACKAGING

Aston Martin Household Appliances_78


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Aston Martin Household Appliances_80


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Aston Martin Household Appliances_82


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09

Identity Marks_84


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IDENTITY MARKS TITLE BRANDING COURSE IDENTITY DESIGN INSTRUCTOR VARIOUS FORMAT LOGO

OBJECTIVE Logo revamp. A compilation of identity and logo marks redesigned over the past few years. No matter how small a logo might seem, it plays a great part in making a brand, the influence a logo is huge. SOLUTION Rediscover an identity mark and express it better through a refinement of its logo. Create and build a distinctive logo mark in order to establish a consistent, appealing image. to the target audience.

Identity Marks_86


FAMILY FOUNDATION

FAMILY FOUNDATION

CBFF The idea is inspired by CBFF’s state of connection to their environment. The foundation demonstrates responsibility for the future legacy through three sectors: environmental, sustainability and health. The logo is presented as three divisions coming together to form a full identity.

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DUBAI WORLD CUP

DUBAI WORLD CUP

DUBAI WORLD CUP This is a revamped identity developed for Dubai World Cup. The design is a distinctively fresh idea showcasing there is no speed limit in the race. Bold typeface is used along with the arabic characters to subliminally represent the event.

Identity Marks_88


ADMISSION

POSSIBLE

ADMISSION

POSSIBLE

ADMISSION POSSIBLE This is the revamp of the Admission Possible mark, the identity concept plays a very significant role in strengthening the role of a non-profit organization. Admission Possible’s corporate color palette uses two primary colors to identify its brand.

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PI XA R ANIMATION STUDIOS

PI XA R

ANIMATION STUDIOS

PIXAR ANIMATION The design concept for Pixar is to incorporate their mascot, Luxo the lamp character into the logotype through the stylized letter “A”. The new identity is modern and sophisticated.

Identity Marks_90


SOLANA The concept is to add a distinctive and comfortable feeling to the overall brand. Solana is unique and stylish with a hand-drawn, scrappy appeal. The leaf element depicts the brand realistically.

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ARLO

ARLO

SHIMANO The initial concept is to create a simple, memorable logo that reflects Shimano’s relevance. An iconic kingfish, the blue marlin adds to the typeface as an element of interest.

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DIGITRON This logo was designed for a Sony concept which is to develop of a futuristic robot called Digitron that helps with precision tasks and getting from Point A to Point B. The colors are linked with one another to depict connectivity and energy.

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UPTOWN TENDERLOIN HISTORIC DISTRICT

UPTOWN TENDERLOIN HISTORIC DISTRICT

UPTOWN THD This is a logo concept proposed to the SF Uptown Tenderloin Historic District. The identity is designed to further improve the positive image of the district as a place where tourists should go. The Tenderloin is recognized for its historic landmark architectures.

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TENDERLOIN

CBD

TENDERLOIN

CBD

TENDERLOIN CBD This is a logo concept proposed to the North of Market Community Benefit District. The goal is to assist the non-profit organization in developing a memorable identity that showcase Tenderloin’s cultural vibrancy.

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MOSAIC Rebranding Sears. Mosaic is a logo designed for the department store’s gardening line. The leaf-like tile is set apart and colors represent nature itself, hence the blue sky and grass. The logo has a rounded feel.

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THANK YOU I definitely wouldn’t have made it this far without your support and, most of all, encouragement. I enjoyed being taught by all of you immensely, you have inspired me to continue learning with an open and positive mind. I appreciate all your hard work, it’s meant so much to me. Thank you for guiding me to develop my potentials and embrace my strengths.

Thank You_98


2012 Portfolio  

Synergy, 2012, Portfolio

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