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ANDREA KOHATSU STEPPING OUTSIDE


ANDREA KOHATSU STEPPING OUTSIDE


Š 2015 All rights reserved. No part of this publication can be reproduced without express permission from Andrea Kohatsu.


DEDICATION

FOR MY PARENTS, MY GRANDPARENTS AND SISTERS WHO MADE THIS PATH IN LIFE POSSIBLE FOR ME.


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TIME, SPACE AND READING

EAVES BY AVALON APARTMENTS

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98

URBAN ARCHEOLOGY: PINTEREST

DOCTORS WITHOUT BORDERS

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118

THE FARMER’S ALMANAC

OLD NAVY

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146

PLATFORM 19

MORUCCI’S DELI & CAFÉ

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166

DUNDER MIFFLIN BOARD GAME

SELECT LOGOS


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ANDREA

KOHATSU

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STEPPING OUTSIDE

As a designer, I have a tendency to try to work for hours until the problem is solved, or the project is finished. Sometimes I forget to take breaks to eat meals, or don’t give myself mental breaks to do something completely unrelated to design. In recent months, I’ve been working on “stepping outside” more; to go outside for walks, visit family, spend time with friends, or watch one more epsisode of Girls. Living a happy and fulfilled life is all about balance, and I’m ready to step outside and find my balance.

PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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TURNING OFF THE TELEVISION PROJECT

DELIVERABLES

BRIEF

Time, Space

Book

The objective of this project was to typeset and design a book with info-

and Reading

Infographic

graphics, create a digital book companion, and website that fit the given

Web Book Companion

concept of “Time, Space and Reading;” interpretted however the designer

Web Checkout

wanted. Typefaces from different classifications, opposing colors, and con-

Print/Web

trasting point sizes supported the concept and how time varies depending

KEYWORDS

CATEGORY

on a person’s location.

Clean

COURSE

Contrast

Typography 3

Modern

Scale

INSTRUCTOR

Space

Carolina De Bartolo

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PROJECT

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TIME,

SPACE

&

READING

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TIME,

SPACE

&

READING

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PROJECT

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TIME,

SPACE

&

READING

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PROJECT

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TIME,

SPACE

&

READING

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PROJECT

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TIME,

SPACE

&

READING

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PROJECT

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TIME,

SPACE

&

READING

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PROJECT

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TIME,

SPACE

&

READING

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PINNING EVERYTHING INTO PLACE PROJECT

DELIVERABLES

Urban Archeology:

Infographic

Using archeology as a metaphor, the objective of this project was to explore

Pinterest

for Pinterest

artifacts of urban surroundings and create an interactive visual documenta-

tion of my findings. I chose to explore Pinterest, the idea organizing

CATEGORY

KEYWORDS

Web

Collection

Discovery Favorites

COURSE Information Design

Filter Educational

Imagination

INSTRUCTOR

Infinite

Roselynn Newton

Inspiring

BRIEF

website, as opposed to a physical, actual built environment. Some of the topics I chose to research and discover were centered around Pinterest: who is their audience is, how it is used, and when it is used the most. The simple and clean design of Pinterest’s mobile application and website helped dictate the look and feel of the graphics, and the color palette was kept minimal to stay true to the brand.

Integrated Organization Projects

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PROJECT

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URBAN

ARCHEOLOGY:

PINTEREST

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PROJECT

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URBAN

ARCHEOLOGY:

PINTEREST

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URBAN

ARCHEOLOGY:

PINTEREST

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URBAN

ARCHEOLOGY:

PINTEREST

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URBAN

ARCHEOLOGY:

PINTEREST

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PROJECT

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URBAN

ARCHEOLOGY:

PINTEREST

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URBAN

ARCHEOLOGY:

PINTEREST

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PROJECT

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URBAN

ARCHEOLOGY:

PINTEREST

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LEAVING THE COMPUTER TO GO OUTSIDE PROJECT

DELIVERABLES

BRIEF

The Farmer’s

Decorative Bark

The objective of this project was to refresh a brand and create their look

Almanac

Flower Pot

for a brand new gardening product line. The vintage feeling that the Farm-

Gardening Set

Gloves

er’s Almanac wordmark already had was brought into the new branding to

Hose Nozzle

maintain some of the brand’s equity. The cartoon-styled illustrations were

Plant Labels

updated to lightly colored botanical drawings to better fit the new brand

Potting Soil

and gardening product line.

CATEGORY Packaging

Seed Packets

Starter Seed Pots

COURSE

Sphagnum Moss

Package Design 1

Spray Bottle

Twine Watering Can

INSTRUCTOR Christine George

— KEYWORDS Delicate Vintage Old-Fashioned

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FARMER’S

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GARDENING

SET

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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PROJECT

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FARMER’S

ALMANAC

GARDENING

SET

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EVERYTHING RIGHT WHERE YOU NEED IT PROJECT

DELIVERABLES

BRIEF

Platform 19

Billboard

The objective of this project was to create a completely new social media

Social Network

Desktop Website

network and design its identity. I created a social network for the Academy

Giveaway Items

of Art University that would integrate services such as the school’s email

iPad Digital Book

system, registration services, the student activities calendar, and the

CATEGORY

Logo

online class portal. The name of the social network, Platform 19, repre-

Logo Animation

sented the 19 different schools that existed at AAU when it was designed.

Mailer Postcard

The school’s current red, white and black color combination, and gave the

COURSE

Mobile Website

social network’s identity and branding a modern look that matched the audi-

Graphic Design 2

Poster

ence of students and the location of the school; San Francisco.

Student Life Book

Print/Web

Style Guide Poster

INSTRUCTOR Matthew Wakeman

— KEYWORDS Modern Sharp Clean Integrated

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PLATFORM

19

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PLATFORM

19

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PLATFORM

19

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PLATFORM

19

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PROJECT

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PLATFORM

19

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PLATFORM

19

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SURVIVING LIFE AT THE OFFICE PROJECT

DELIVERABLES

BRIEF

Dunder Mifflin

Dice

The objective of this project was to create a new game that included a game

Board Game

Game Board

board, outer box, directions, game pieces, and cards. My board game is based

Game Box

off one of my favorite T.V. shows, “The Office.” The goal of the game is like

Game Pieces

the show; earn money while dealing with the shenanigans of the employees of

CATEGORY Packaging — COURSE Package Design 3

Golden Tickets

the television show. The game currency (Schrute Bucks), game cards (Golden

Schrute Bucks

Tickets), and game pieces (coffee mugs) were designed with the same playful

nature of the characters and the spirit of the show.

KEYWORDS Racy

Playful

INSTRUCTOR

Edgy

Christine George

Memorable Modern Sarcastic Colorful Cartoony

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DUNDER

MIFFLIN

BOARD

GAME

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PROJECT

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DUNDER

MIFFLIN

BOARD

GAME

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DUNDER

MIFFLIN

BOARD

GAME

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den ket

Golden Ticket

ERIN

JIM

OSCAR

ANG ANDREA

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MERED

76

Golden Ticket

EVIN

PAM

Golden Ticket

DWIGHT

PAYDAY


Golden Ticket

Golden Ticket Golden Ticket

EED

STANLEY

ANDY PHYLLIS

Golden Ticket

Go T

PROJECT

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DUNDER

DARRYL

MIFFLIN

BOARD

GAME

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DUNDER

MIFFLIN

BOARD

GAME

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DUNDER

MIFFLIN

BOARD

GAME

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FINDING WHAT YOU’RE LOOKING FOR PROJECT

DELIVERABLES

BRIEF

Eaves by Avalon

Desktop Website

The objective of this project was to select an apartment company and analyze

Apartments

Mobile Application

what can be improved on their desktop website and mobile application. A

large part of the redesign for both platforms revolved around eliminating

CATEGORY

KEYWORDS

UX

Efficient

Intuitive

unnecessary steps to accomplish simple tasks, and overall creating a cleaner, more simple design.

Simple

COURSE User Experience — INSTRUCTOR Alexander Vaughn

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EAVES

BY

AVALON

APARTMENTS

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PROJECT

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EAVES

BY

AVALON

APARTMENTS

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EAVES

BY

AVALON

APARTMENTS

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EAVES

BY

AVALON

APARTMENTS

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EAVES

BY

AVALON

APARTMENTS

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BEING THE CHANGE IN THE WORLD PROJECT

DELIVERABLES

Doctors Without

Desktop Website

BRIEF Using a narrative story , the objective of this project was to design a book,

Borders

Mobile Website

website, and mobile website for Doctors Without Borders. I took a behind the

Narrative Book

scenes perspective that showcased the doctors’ work, their sacrifices, and

Poster Series

how it made them “quiet heroes.” Large, bold facts and detailed summaries

Print/Web

about the different types of danger and diseases that the doctors expose

KEYWORDS

CATEGORY

Clean

COURSE Visual Systems 2

Efficient

themselves to, were paired with graphic photography to evoke an emotion from the viewer. The websites focused more on the details of how Doctors Without Borders operates and other information.

Simple

— INSTRUCTOR Sean McGuire — DURATION 15 Weeks

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DOCTORS

WITHOUT

BORDERS

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DOCTORS

WITHOUT

BORDERS

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DOCTORS

WITHOUT

BORDERS

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PROJECT

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DOCTORS

WITHOUT

BORDERS

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PROJECT

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DOCTORS

WITHOUT

BORDERS

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DOCTORS

WITHOUT

BORDERS

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PROJECT

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DOCTORS

WITHOUT

BORDERS

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PROJECT

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DOCTORS

WITHOUT

BORDERS

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DOCTORS

WITHOUT

BORDERS

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DOCTORS

WITHOUT

BORDERS

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SOMETHING REFRESHING AND BLUE PROJECT

DELIVERABLES

BRIEF

Old Navy

Billboards

The objective of this project was to pick an existing retail clothing com-

Clothing Tags

pany and redesign their product image and identity system. A modified

Select Clothing

typeface was introduced to the wordmark, along with a new frame graphic. A

CATEGORY

Shopping Bags

blue and white diagonal stripe pattern was also applied to the select items

Shipping Boxes

in the brand such as the stationery system, shopping bags the advertise-

Stationery System

ments, and select clothing items.

COURSE

Store Signage

Identity Design 2

Packing Tape

INSTRUCTOR

KEYWORDS

Thomas McNulty

Affordable

Identity

Bright Colorful Family-friendly Inviting Quality Style Tasteful

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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PROJECT

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OLD

NAVY

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OLD

NAVY

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OLD

NAVY

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DELIVERABLES Identity Jarred Garlics Pasta Pastry Bags Salad Dressings Sandwich Paper

BITING OFF MORE THAN YOU CAN CHEW

Tote Bag To-Go Bag

— KEYWORDS Affordable Delicious Fresh Friendly Fun Quality

PROJECT

DELIVERABLES

BRIEF

Morucci’s Deli &

Ciabatta Rolls

The objective of this project was to redesign an existing deli’s identity

Cafe

Garlics

and to introduce a new product line to their product offerings. A profile

Olives

of a founding partner, Jerry Morucci, was illustrated for the new identity

Pastas

that helped support the friendly vibe of the business. Because Morucci’s

CATEGORY

Pastry Bags

Deli and Café is a single location business, I kept the materials to white

Salad Dressings

and kraft paper, and a minimal color palette to keep the theoretical costs

Sandwich Paper

low for the business.

COURSE

To-Go Bags

Package Design 2

Tote Bag

Packaging/Identity

— INSTRUCTOR Thomas McNulty

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MORUCCI’S

DELI

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CAFÉ

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MORUCCI’S

DELI

&

CAFÉ

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MORUCCI’S

DELI

&

CAFÉ

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MORUCCI’S

DELI

&

CAFÉ

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PROJECT

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MORUCCI’S

DELI

&

CAFÉ

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MORUCCI’S

DELI

&

CAFÉ

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MORUCCI’S

DELI

&

CAFÉ

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MORUCCI’S

DELI

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MORUCCI’S

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CAFÉ

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MORUCCI’S

DELI

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CAFÉ

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LESS ISN’T MORE, IT’S LESS. PROJECT

BRIEF

Select logos

This chapter is a collection of select logos from various projects I’ve completed during my semesters at the Academy of Art University. The ob-

jective for each new identity was to communicate the message and tone of

CATEGORY

each company. I’ve selected the best identities that are from both pack-

Identity

aging and identity courses.

— COURSE Various — INSTRUCTOR Various

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LOGOS

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ROCK & READ

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ROCK & READ


ARIGATOU, GRAZIE, THANK YOU. To my mom, who started me on my journey as an

To my sister Vicky, who has been everything I

To Dana, who built my confidence as an artist over

artist. Simply saying “thank you” will never come

needed in a friend, whenever I needed it. Thank

so many years. Thank you for sharing your posi-

close to letting you know how much I appreciate

you for sharing your kindness with our family.

tive and creative soul me.

every sacrifice you’ve made for me, or how much I

To Beth and Jim, for being unbelievably generous

To my instructors: Scott Rankin, David Hake, Dan

and kind people. I couldn’t have made it through

Eriksson,

the last few years without your love and presence

Carolina De Bartolo, Darrell Hayden, Sean Mc-

To my dad, who kept me focused on the future

in my life. Thank you for helping make this mile-

Guire, Thomas McNulty, and Mary Scott; thank you

through all the unexpected bumps in life. Your

stone possible for me.

for working with me through every project, and

dedication to work and patience with everything

guiding me all the way to the end.

treasure our bond. Thank you for sharing your bravery with our family.

inspires me to practice both everyday. Thank you for sharing your talents with our family.

To Yvonne, who has never stopped being a dependable and truly irreplaceble friend, all the way

from Hong Kong. Thank you teaching me life les-

To my sister Jaclyn, who encouraged my interest

sons, and for helping me become a better person.

in art to become a serious career path. Thank you

for bringing silliness and fun to our family.

To Joanna, who has helped me with countless proj-

ects, a million thank yous for sharing your ex-

To my sister Robyn, who has shown me what true

pertise with me throughout the semesters. Thank

strength and perseverance looks like. Thank you

you for every act of kindness.

for bringing witty sarcasm to our family.

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Christine

George,

Matthew

Wakeman,


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SCHOOL

WEBSITE

PAPER

Academy of Art University

andreakohatsu.com

Finch Fine 100lb

COURSE

PRINTING

COVER

Senior Portfolio

Plotnet

Arrestox Gunny Sak

495 Carolina Street

San Francisco, CA

INSTRUCTOR

94107

Mary Scott

BINDERY

STUDENT

The Key Printing & Binding

Andrea Kohatsu

1934 Park Boulevard,

Oakland, CA

TELEPHONE

94606

415.816.6586

PHOTOGRAPHY

ADDRESS

Andrea Kohatsu

144 Ponderosa Lane

Walnut Creek, CA 94595 —

TITLE

OF

PORTFOLIO

Stepping Outside

EMAIL andrea.kohatsu@gmail.com

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TYPEFACES Decima Mono

STOCK

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SOFTWARE Adobe Creative Cloud


Andrea Kohatsu - Stepping Outside  
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