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The design and process of Astra Sodarsono


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Return / Table of Contents

P.8 Filming a new breed of cinematic westerns

P.84 Creating fun and sustainable building blocks

P.138 Generating endless possibilities

P.34 Revolutionizing an American legend

P.96 Setting the stage for power and elegance

P.162 Making sense of the creative process

P.58 Fueling up for daily adventures

P.106 Drinking from the fountain of the gods

P.68 Paying the high price of incarceration

P.114 Giving humble beginnings a new meaning


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ASTRA SODARSONO

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Reshoot / Filming a new breed of cinematic western

Project GREED STANDS ON TWO LEGS Course INTEGRATED COMMUNICATIONS Instructor HUNTER L WIMMER

I have always been intrigued and captivated by American Western films, and who would imagine that the most memorable Western films were written and directed by an Italian filmmaker, Sergio Leone. In Integrated Communications, we were tasked to create a complete design system for a film festival by a director of our choosing, and I instantly picked Leone. Inspired by his colorful characters and unique approach to film making, I developed a typographic system and a series of illustrations that would recapture the boldness and richness of Sergio Leone’s westerns.


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ASTRA SODARSONO

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

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ASTRA SODARSONO

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G RE E D S TA N D S O N T W O L EG S

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G RE E D S TA N D S O N T W O L EG S

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G RE E D S TA N D S O N T W O L EG S

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HUNTER L WIMMER

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

AIM the

RAMON!

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G RE E D S TA N D S O N T W O L EG S

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37

A

HOG

KILLIN’ TIME


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Reborn / Revolutionizing an American legend

Project COLT LIFESTYLE Course NATURE OF IDENTITY Instructor HUNTER L WIMMER

Colt is associated with the taming of the Wild West and the revolution of 19th century manufacturing. It conjures up images of power, courage, and innovation. Nevertheless, in recent times, Colt has lost its charm and presence. The challenge is to breathe a new life into the brand and restore its former glory as Colt moves towards a new direction. Inspired by its founder, Sam Colt, an innovator who wouldn’t take no for an answer, Colt’s new mission is to instill power, confidence and innovation from within and to transform you into an exceptional man, like Sam Colt.


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C O LT L I F E S T Y L E

N AT U RE O F ID E N T I T Y

HUNTER L WIMMER

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C O LT L I F E S T Y L E

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HUNTER L WIMMER

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C O LT L I F E S T Y L E

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HUNTER L WIMMER

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C O LT L I F E S T Y L E

N AT U RE O F ID E N T I T Y

HUNTER L WIMMER

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C O LT L I F E S T Y L E

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HUNTER L WIMMER

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C O LT L I F E S T Y L E

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C O LT L I F E S T Y L E

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HUNTER L WIMMER

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C O LT L I F E S T Y L E

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HUNTER L WIMMER

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C O LT L I F E S T Y L E

N AT U RE O F ID E N T I T Y

HUNTER L WIMMER

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C O LT L I F E S T Y L E

N AT U RE O F ID E N T I T Y

HUNTER L WIMMER

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C O LT L I F E S T Y L E

N AT U RE O F ID E N T I T Y

HUNTER L WIMMER

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ASTRA SODARSONO

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Reboost / Fueling up for daily adventures

Project MUSCLE MILK FORCE Course PACKAGE DESIGN 3 Instructor PAUL KAGIWADA

What if you could go out for a night on the town, drink till you drop and still feel like a million dollars the next day? In package design 2, our instructor Paul Kagiwada asked us to put a little twist to a non-alcoholic beverage. So how about adding alcohol to muscle milk? You can get your crank on and still get the daily vitamins and protein that you need to build muscles. Enter Muscle Milk Force, a new breed of alcoholic sports drink that comes in a compact bottle and a design inspired by old school boxing posters and the modern day Hercules, Arnold Schwarzenegger


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MUSCLE MILK FORCE

PACK AGE DESIGN 3

PAUL K AGIWADA

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MUSCLE MILK FORCE

PACK AGE DESIGN 3

PAUL K AGIWADA

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MUSCLE MILK FORCE

PACK AGE DESIGN 3

PAUL K AGIWADA

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ASTRA SODARSONO

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MUSCLE MILK FORCE

PACK AGE DESIGN 3

PAUL K AGIWADA

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ASTRA SODARSONO

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Redeem / Paying the high price of incarceration

Project HARD TIMES Course VISUAL COMMUNICATIONS Instructor JEREMY STOUT

America is supposed to be the land of the free, yet it incarcerates more people than any other country in the world. In Visual Communications, students were tasked to examine a complex and controversial issue, so I decided to face my fears and find out what it is about the prison system that intrigues me. What I learned scares me even more. Prison system has become such a lucrative business that it has become more profitable to keep people in prison than letting them out, and there are people in charge who purposely create more reasons to send people to prison. Be careful, you could be next.


HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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HARD TIMES

V ISUA L C O M M U NI C AT I O N S

JEREMY STOUT

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Rebuild / Creating fun and sustainable building blocks

Project RINGLING KIDS Course PACKAGE DESIGN 3 Instructor PAUL KAGIWADA

We all love the circus. I remember going to a circus as a young boy. It was such a remarkable and memorable experience, and it broke my heart to learn later on that the methods utilized to train circus animals are cruel and borderline inhumane. In package design 3, instructor Paul Kagiwada encouraged us to have a sustainable approach to solving a design problem. What if Ringling Brothers, a world-renowned circus, decided to turn over a new leaf and bring joy to children without hurting animals? I developed Ringling Kids, a line of sustainable circus inspired toys that also function as furniture once the children outgrow them.


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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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ASTRA SODARSONO

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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98

ASTRA SODARSONO

PROJECT

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RINGLING KIDS

PACK AGE DESIGN 3

PAUL K AGIWADA

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06.10

ASTRA SODARSONO

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Recite / Setting the stage for power and elegance

Project THE BEAUTY OF SUMO Course TYPOGRAPHY 3 Instructor ARVI RAQUEL-SANTOS

Let’s be honest, when people hear the word “Sumo Wrestling”, images of athletes are the last things that come to mind. Most people associate Sumo Wrestling with obese Asian men in giant diapers, and they are not typically considered as professional athletes. In truth, Sumo wrestlers are more than just athletes. They are elite performers that carry on an ancient sporting tradition dating back thousands of years. In typography 3, I combine typography, illustrations, and photography to showcase the beauty and elegance of Sumo Wrestling.


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ASTRA SODARSONO

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THE BE AUT Y OF SUMO

T YPOGRAPHY 3

A R V I R A Q U E L- S A N T O S

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ASTRA SODARSONO

PROJECT

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THE BE AUT Y OF SUMO

T YPOGRAPHY 3

A R V I R A Q U E L- S A N T O S

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ASTRA SODARSONO

PROJECT

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THE BE AUT Y OF SUMO

T YPOGRAPHY 3

A R V I R A Q U E L- S A N T O S

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ASTRA SODARSONO

PROJECT

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THE BE AUT Y OF SUMO

T YPOGRAPHY 3

A R V I R A Q U E L- S A N T O S

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ASTRA SODARSONO

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Refresh / Drinking from the fountain of the gods

Project BALI WATER Course PACKAGE DESIGN 2 Instructor CHRISTINE GEORGE

In package design 2, our beloved instructor Christine George challenged us to create a line of premium drinking water inspired by an exotic place. Being from Indonesia, my mind immediately wanders to Bali, a place so beautiful and mesmerizing it earns the nickname the island of the Gods. I developed an typographic identity and a series of illustrations inspired by the beautiful and archaic architecture of Bali and popular Balinese deities from the epic tale of Ramayana.


B A L I WAT E R

PACK AGE DESIGN 2

CHRISTINE GEORGE

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ASTRA SODARSONO

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B A L I WAT E R

PACK AGE DESIGN 2

CHRISTINE GEORGE

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ASTRA SODARSONO

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B A L I WAT E R

PACK AGE DESIGN 2

CHRISTINE GEORGE

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B A L I WAT E R

PACK AGE DESIGN 2

CHRISTINE GEORGE

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08.10

ASTRA SODARSONO

PROJECT

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Reclaim / Giving humble beginnings a new meaning

Project REIMAGINING JC PENNY Course PACKAGE DESIGN 4 Instructor MICHAEL OSBORNE

When was the last time you went shopping at JC Penney? Once a fixture of the American lifestyle, the JC Penney brand has become somewhat irrelevant these days. In package design 4, Michael Osborne challenged our team of four to redefine the JC Penney brand and to make it more appealing to a much younger audience. We changed the structure of the JC Penney store, came up with new and exciting brand personalities, and brought them to life through packaging.


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ASTRA SODARSONO

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ENDORSED HOUSE BRAND

KITCHEN AND HOME Warm, Smart, Approachable

COMFORT FOOD Warm, Smart, Approachable


REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

1 21

PRIVATE LABEL BRANDS

HOME OFFICE Modern, Dynamic, Unexpected

BABY ACCESSORIES Ritzy, Aspirational, Exclusive

MEN’S APOTHECARY Classic, Heritage, Refined

SWEETS & BAKERY Fun, Charming, Colorful

PARTY SUPPLIES Quirky, Vibrant, Spontaneous


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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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ASTRA SODARSONO

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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132

ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

13 3


13 4

ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

135


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ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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ASTRA SODARSONO

PROJECT

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REIMAGINING JC PENNE Y

PACK AGE DESIGN 4

MICHAEL OSBORNE

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09.10

ASTRA SODARSONO

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Regrow / Generating endless possibilities

Title GREEN HOUSE CARTEL Project A MASTER’S THESIS Advisor PHIL HAMLETT, ROLAND YOUNG

As graduate students, we are presented with the challenge of delving into a complex social subject and providing a creative and well thoughtout design solution in the form of a graduate thesis. My thesis journey started when I met a veteran who relied heavily on cannabis as a form of medication. It was quite a shocker as all my life I had been led to believe that cannabis was harmful. In an effort to inform others, and unleash the potential of cannabis, I started Green House Cartel, a non-profit umbrella organization that works to restore the image of cannabis and educate people about the cannabis industry.


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ASTRA SODARSONO

PROJECT

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Cannabis is the number one cash crop in America. In California, the cannabis industry generates over 15 billion dollars annually.


GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

14 5


14 6

ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

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ASTRA SODARSONO

PROJECT

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Nevertheless; the California cannabis industry has a really bad rep, and it is in dire need of a makeover. This is where we come in.


GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

14 9


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ASTRA SODARSONO

PROJECT

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Our mission is to clear the negative perception clouding the California cannabis industry, and to promote California as the premier destination for cannabis agriculture, education and tourism.


GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

151


15 2

ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

15 3


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ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

15 5


15 6

ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

15 7


15 8

ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

15 9


16 0

ASTRA SODARSONO

PROJECT

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Breathe In, Breathe Out. America needs to loosen up and slow down a little. Here is a campaign that shows what cannabis could potentially do for this country.


GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

161


16 2

ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

16 3


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ASTRA SODARSONO

PROJECT

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GREEN HOUSE CARTEL

A MASTER’S THESIS

PHIL HAMLET T & ROL AND YOUNG

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Rethink / Making sense of the creative process

Having spent the past four years pursuing a graduate degree in graphic design, I have learned that anyhing you do is related to design, and that inspiration does come from places where you would least expect. I believe the projects I have highlighted so far best represent myself as a designer, but there are always a few misfits that do not quite belong, yet worthy of a second look. Here is a quick look of the work that I have done as an intern at Super7 with Brian Flynn, in Thinking Outside the Box academic course with Roland Young, as well as a few identities.


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HYBRID DESIGN / SUPER7

INTERNSHIP

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POSTER DESIGN

THINKING OUTSIDE THE BOX

ROLAND YOUNG

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IDENTITIES


HYBRID DESIGN / SUPER7

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IDENTITIES


HYBRID DESIGN / SUPER7

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IDENTITIES


HYBRID DESIGN / SUPER7

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IDENTITIES


HYBRID DESIGN / SUPER7

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ACCOL ADES

Thank You / Words cannot express my gratitude

Mama, Koko, Cece, Mei Siu, Tia Stoller, Kurt Osiander, Mary Scott, Roland Young, Phil Hamlett, Hunter L Wimmer, Arvi Raquel-Santos, Christine George, Michael Osborne, Jeremy Stout, Paul Kagiwada, Jennifer Sterling, Stan Zienka, Lian Ng, Travis Retter, Clint Slone, Ryin Kobza, John Ledwith, Brian Flynn, Mike Andersen, Frannie Chu, Ngoc Ngo, Turkish, Pat Chirakiti, Alexander Miranda, Mario Kounio, Anthony Stimola, Beau Monroe


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ASTRA SODARSONO Phone +1 415.939.4052 Email AstraSodarsono@Yahoo.com Web www.Astra-Logic.com ACADEMY OF ART SAN FRANCISCO School of Graphic Design 79 New Montgomery Street San Francisco CA 94105 Department Chair MARY SCOTT Department Director PHIL HAMLETT Typeface Trade Gothic Photography Astra Sodarsono Stock Photos Courtesy of Google Software Adobe Creative Suite Printing & Binding www.Blurb.com Cover/Text Stock Proline Uncoated Copyright Š Astra Sodarsono No portion of this book may be used or reproduced in any manner without the written consent of Astra Sodarsono. All rights reserved.


G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

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G RE E D S TA N D S O N T W O L EG S

IN T EG R AT E D C O M M U NI C AT I O N S

HUNTER L WIMMER

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REDO  

astra sodarsono's design portfolio