Imaginative, persuasive, and motivated.
My keywords: imaginative, persuasive, and motivated.
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T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
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CO P Y R I G H T Š2014 Jia Cao All rights reser ved. No part of this publication can be reproduced or transmitted in any form by any means, without expressed permission from Jia Cao. This publication is written and produced by Jia Cao.
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T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
+
THE JOURNEY OF MY DESIGN LIFE. I want to dedicate this portfolio to my family. I could not have produced these designs without their support, love, a n d unders tandi ng .
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I re m e m b e r t h e f i rs t d a y t h a t I e n te re d s c h o o l w i t h a l o t o f c u r i o u s i t y , p a s s i o n , a n d l o n g i n g . D u r i n g my fo u r y ea rs o f l ea r n i n g g ra p h i c d e s i g n a t t h e A ca d e m y of Art Uni v ers i t y, I hav e go tten cl o ser a n d cl o ser to my dream. As I go i nto t h e fu tu re , I will hold on to this dream wi t h all of m y pas si o n . Each of my designs begins with a thorough research of the product and a discover y its unique attributes. Then I select keywords to drive the concept and the aesthetic. I begin this portfolio with the keywords that define m e a s a g ra p h i c d e s i g n e r— i m a g i n a t i v e , p e rs u a s i v e , a n d m o t i va t e d . T h e s e a r e t h e q u a l i t i e s I t r y t o b r i n g ea c h of m y des i gns .
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T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
+ 10
+ 74
CACIQUE
ESCAPE WITHIN
cheese pacakging redesign -
the book for paper promotion -
+ 22
+ 88
ORDERS
MANGLED
the book for type conference -
album cover redesign -
+ 36
+ 98
S C H L O TZ S K Y ’ S
T R I N C H E R O F A M I LY E S T A T E S
deli pacakging redesign -
wine lable design -
+ 50
+ 114
FOREVER (Four Seasons Hotel)
HAINAN AIRLINE
limited eidition clock design -
airline branding redesign -
+ 60
+ 128
JEREMYS
TRADER JOE’S
retail store branding redesign -
branding & packaging design -
Table of contents.
+
T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Authentic, old-world, and exotic.
+
10 / 13
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
+
_PROJECT NO.
CACIQUE
01 +
+ _ C AT E G O RY
Pa c k a gin g +
OBJECTIVE To re d e s i g n t h e pac kag i ng an d b ra n d in g o f t h e cac i q ue m e xi can c h e e s es.
_ D U R AT I O N
6 week s +
+ _TYPEFACE
Ol d Copper f iel d Cen t ur y Got hic Book An t iq ua Courier Ne w Courier + _DELIVERABLE
Cheese Roun d Cheese Wed ges Min i Cheese
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S O LU T I O N Cacique was founded In 1973 by a young couple, Gilbert and Jennie de Cardenas. The name “Cacique” means the chief of a tribe, the ultimate aut h o r i t y, t h e v e r y b e s t , and t he p in n a c l e o f experience. Cacique makes a whole line of cheeses, from a smooth, creamy Quesadilla Cheese that melts perfectly around chicken, to a thick Crema Mexicana Agria (sour cream) that tastes l i ke a tan g i e r c ream c h e e s e . The existing logo illustration was a quaint pen and ink depiction of the two founders. I embedded this illustration in an old-world style design which i n c l ud e s t h e n am e s o f t h e fo u n d ers a n d it e m p h as i ze s t h e b rand n am e “Cacique.” Since Cacique is a Mexican cheese, the patterns an d t h e co l o rs are i n s p i re d by t he t ra d it io n a l h o us e s o f M e xi co.
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
10 / 13
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
14 / 15
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
16 / 17
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
18 / 19
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+01 _02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ C A C I Q U E
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
20 / 21
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O.
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Type-driven, geometric, and natural.
+
22 / 25
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O.
+
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
+
_PROJECT NO.
ORDERS
02 +
+ _ C AT E G O RY
Ty pogra phy + _ D U R AT I O N
15 weeks
OBJECTIVE To design a 56 page conceptual experimental book, promotional poster for the type conference, that typographcially expresses the concept of the topic of focus. +
+ _TYPEFACE
Basker ville Univers LT Std: 45 Light 55 Roman 65 Bold + _DELIVERABLE
Book Poster
S O LU T I O N The conference took place in Muir Woods Park . Attendees spent three days exploring the park and collecting objects from nature such as leaves, snail shells, and pine cones and taking pictures. The relationship between nature and the golden ratio has intrigued me for a long while. Nature’s geometric patterns are perfect, unparalleled, and p u r e . V i a p h o t o g ra p h s , a n d t y p o g ra p h y, the field trip developed a dialogue between natural pat te r n s an d t h e go l d e n rat io 1. 618. The unique selling point of this book is the beauty of nature. The message is how the Golden Ratio was d e v e l o p e d f ro m nature .
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_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
22 / 25
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
26 / 27
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
28 / 29
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P R O J E C T N O.
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_PROJECT NAME_ORDERS
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
30 / 31
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
32 / 33
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 +02 _03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ O R D E R S
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
34 / 35
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Nutritious, varied, and organic.
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36 / 39
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
+
_PROJECT NO.
S C H L O TZ S K Y ’ S
03 +
+ _ C AT E G O RY
Pa c k a gin g +
OBJ ECTIVE To re d e s i g n t h e pac kag i ng an d b ra n d in g o f S c h l o t z s k y ’s d e l i .
_ D U R AT I O N
6 week s +
+ _TYPEFACE
Tim es Ne w Rom a n Pa l a t in o Un ive rs LT St d Tec hn o Roc k wel l St d + _DELIVERABLE
Dres s in g Sa uc e Cha m pa gn e Chik en & Beef Wr ap Dippin g Oil Ket c hup Sm ok ed Ha m Ca pers
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S O LU T I O N Schlotzsky’s is a privately held restaurant franchise, specializing in sandwiches. Founded in 1971 i n Aus t i n , Te xas b y D o n an d Do l o res Dissm a n , Schlotzsky’s has more than 350 restaurants. Most of these are located across the south and southwestern United States, but the company is expanding into other locations, particularly t h e no r t h an d s o ut h eas t . In order to make the new packaging look unique, healthy and attractive, I used red as the main color with cream and brown as secondar y colors. To make the brand more recognizable, I also created a ne w pattern for the paper wraps. The lock up type of the logo depicts an old-world feeling.
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
36 / 39
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
40 / 41
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
— Since 19 17 —
SCHLOTZSKY’S Delicatessen
42 / 43
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
44 / 45
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
46 / 47
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 +03 _04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ S C H L OT Z S K Y ’ S
_ I N S T R U C TO R _ C H R I S T I N E G E O R G E
_SEMESTER_2012 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
48 / 49
__ IKMEA AT YG WI N OR D ISV E , P E R S U A S I V E , A N D M O T I _VPAT ROEJ EDC. T N O .
_ 0 1 _ 0 2 _+P 0RO 3 J_E 0C4T _N0O5 . _ 0_60 1_ 0_70 2_ 0_80 3_ 0+90 4_ 1_00 5 _ 0 6 _ 0 7 _ 0 8 _ 0 9 _ 1 0
_ P RO J E C T N A M E _ F O R E V E R
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Memorable, timeless, and high-end.
+
50 / 53
__ IKMEA AT YG WI N OR D ISV E , P E R S U A S I V E , A N D M O T I _VPAT ROEJ EDC. T N O .
_ 0 1 _ 0 2 _+P 0RO 3 J_E 0C4T _N0O5 . _ 0_60 1_ 0_70 2_ 0_80 3_ 0+90 4_ 1_00 5 _ 0 6 _ 0 7 _ 0 8 _ 0 9 _ 1 0
+
_ P RO J E C T N A M E _ F O R E V E R
+
_PROJECT NO.
04
FOREVER (Four Seasons Hotel)
+
+ _ C AT E G O RY
Pa c k a g i n g +
OBJECTIVE To d e v e l o p a co nce p t fo r t h e Fo u r S ea so n s H o te l bas e d o n a n e w c l o c k d esig n .
_ D U R AT I O N
5 weeks +
+ _TYPEFACE
Highway Gothic Condensed Garamond Geneva Century + _DELIVERABLE
Clock Clock Box
+
S O LU T I O N When couples book their wedding at the Four Seasons Hotel in San Francisco, they are given a souvenir FOR E V E R clock wh i c h rep resen t s t he ete r nal b o n d o f t h e ne wl y w ed s. For a simple yet classical look, I placed a silver a n d b l a c k r o u n d c l o c k w i t h i n a re c ta n g u l a r walnut wood frame. The circular pattern on the face of the clock is inspired by the leaf motif of the Four Seasons Hotel logo, and the simple geometric shapes evoke the timelessness cycle of past, present, and future.
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
50 / 53
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 +04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ F O R E V E R
N A CISC R F N A O S -
LIMITED EDITION CLOCK -FS-60012-
-2 0 13 -
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
54 / 55
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 +04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ F O R E V E R
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
56 / 57
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 +04 _05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ F O R E V E R
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
58 / 59
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Classical, fashionable, and inviting.
+
60 / 63
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ J E R E M Y S
+
_PROJECT NO.
JEREMYS
05 +
+ _ C AT E G O RY
Branding +
OBJECTIVE To redesign the branding of a department store i n t h e U n i t e d States.
_ D U R AT I O N
5 weeks +
+ _TYPEFACE
News Gothic MT Univers Condensed Garamond 3: Small Caps & Oldstyle Figures + _DELIVERABLE
Uniform Website Pen Notebook Bag Gift Card
+
S O LU T I O N J e r e m y s ’ i s a d e pa r t m e n t s to re i n t h e U n i t e d States with two California locations—Berkeley San Francisco. These stores carry a large selection of men’s and women’s accessories, apparel, and shoes. Established in 1987, Jeremys’ goal is to provide customer satisfaction by providing discounted merchandise from a variety of sources. My refinement of the logo included changing the typeface to add interest and also give a more traditional American quality and changing the color from navy to brown to reflect their inviting wood interiors.
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
60 / 63
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
64 / 65
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
66 / 67
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
T W O S O U T H PA R K SAN FRANCISCO， CA 94107
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
68 / 69
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
- Since 1987-
D E PA RT M E N T STOR E
- Since 1987-
D E PA RT M E N T STOR E
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ _ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
- Since 1987-
D E PA RT M E N T STOR E
- Since 1987-
D E PA RT M E N T STOR E
MEMBERSHIP w w w. j e r e m y s . c o m
Member No. : Name
:
70 / 71
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 +05 _06 _07 _08 _09 _10
_ P RO J E C T N A M E _ J E R E M Y S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
- Since 1987-
D E PA R T M E N T STO R E
72 / 73
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Peaceful, harmonious, and dreamy.
+
74 / 77
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
+
_PROJECT NO.
06
ESCAPE WITHIN
+
+ _ C AT E G O RY
Ty pogra phy + _ D U R AT I O N
1 4 week s
OBJECTIVE To d e s i g n a co nce p tual e x p er im en ta l b o o k , p ro m o t i o n a l p o s te r fo r t h e pa p e r p ro m o t i o n , t h at t y p o g rap h c i al l y e x p re s ses t he co n cep t o f t h e to p i c o f fo c us . +
+ _TYPEFACE
Aven ir LT St d Da n t e M T Hira gin o Sa n s G B
+ _DELIVERABLE
5 6 Pa ges Book Ca rd Set Pos t er
S O LU T I O N T h e w o r d “ U t o p i a ” re m i n d s m e o f a pa ra d i s e p l ace cal l e d “ Sh ang r i - L a”, m ea n in g t he S u n and Moon in the heart . It is a real place in southern China which collects many of nature’s val uab l e s s e c ret s . I t i s al s o a m yst ica l , a n d harmonious valley in my mind, that evoked the co nce p t fo r t h i s b o o k . I n t h is co m p et it iv e society, we often do not know who we are, and the reality is complex. We can feel overwhelmed b y wo r k , fam i l y, an d o ur s o c ia l l ife. So m et i m e s , we real l y want to esca p e to so m e places l i ke uto p i a wh e n t h e s e k in d o f t hin g s happen. So, how can we find a way out? In fact, we d o n’ t h av e to go to t h e rea l u to p ia , n o t only because utopia does not exist, but we can f i nd uto p i a i n o ur m i n d .
+
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
74 / 77
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
78 / 79
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
80 / 81
禅
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
¬ ¬ { Utopia 心
_ P RO J E C T N A M E _ E S C A P E W I T H I N
旅行
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
中
is in our mind . . . 的
}
乌 托 邦
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
82 / 83
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
84 / 85
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 +06 _07 _08 _09 _10
_ P RO J E C T N A M E _ E S C A P E W I T H I N
_ I N S T R U C TO R _ A R I E L G R E Y
_ S E M E S T E R _ 2 0 1 2 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
86 / 87
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 +07 _08 _09 _10
_ P RO J E C T N A M E _ M A N G L E D
_ I N S T R U C TO R _ A N D R E W
JOHNSON
_ S E M E S T E R _ 2 0 1 1 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Colorful, entertaining, and edgy.
+
88 / 91
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
+
_01 _02 _03 _04 _05 _06 +07 _08 _09 _10
_ P RO J E C T N A M E _ M A N G L E D
+
_PROJECT NO.
07
MANGLED
+
+ _ C AT E G O RY
Graphic Design +
OBJECTIVE To re d e s i g n t h e b ra n d i n g a n d pa c ka g i n o f a n al b um co v e r.
_ D U R AT I O N
7 weeks +
+ _TYPEFACE
Hel vet ic a Neue LT St d: 4 5 Light 7 5 Bol d
+ _DELIVERABLE
Al b um Cover Pos t er
S O LU T I O N Mangled is an album of disco style music. When I listen to it at the first time, the image of many people dancing together emerged in my mind. I also spontaneously came up a few words to d e s c r i b e i t , s uc h as e r rat i c , co l o r fu l , fu n , a n d happy. So in this design, I used bright colors a s t h e d o m i n a n t h u e . T h o s e co l o re d s q u a re s help represent a sense of liveliness and playfulness of the music. I to o k p i c tu re s o f a g i r l w i t h m a n y d i f fe re n t poses. The design of the girl’s “mangled” legs are filled with pink and blue, resonating with the colors on the squares and the name of the band. Altogether, the color-filled “mangled” l eg s and t h e s y m m et r i cal arra n gem en t o f t he very same girl add a bit more fun to the design, which tells a lot about the tone of their music.
+
_ I N S T R U C TO R _ A N D R E W
JOHNSON
_ S E M E S T E R _ 2 0 1 1 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
88 / 91
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 +07 _08 _09 _10
_ P RO J E C T N A M E _ M A N G L E D
_ I N S T R U C TO R _ A N D R E W J O H N S O N
_ S E M E S T E R _ 2 0 1 1 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
92 / 93
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 +07 _08 _09 _10
_ P RO J E C T N A M E _ M A N G L E D
_ I N S T R U C TO R _ A N D R E W J O H N S O N
_ S E M E S T E R _ 2 0 1 1 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
94 / 95
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I V AT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 +07 _08 _09 _10
_ P RO J E C T N A M E _ M A N G L E D
_ I N S T R U C TO R _ A N D R E W J O H N S O N
_ S E M E S T E R _ 2 0 1 1 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
96 / 97
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Young, attractive, and fresh.
+
98 / 101
+
+
_PROJECT NO.
T R I N C H E R O F A M I LY E S T A T E S
08 +
+ _ C AT E G O RY
Pa c k a g i n g + _ D U R AT I O N
OBJECTIVE To d e s i g n t h re e d i f fe re nt wi ne l a b el s fo r t he Ti n c h e ro Fam i l y E s tate s wi n er y ba sed o n a l i s t o f n am e s p ro v i d e d b y t he co m pa n y.
6 weeks +
+ _TYPEFACE
ShangriLaNF B a u e r B o d o n i St d TPF U13 Hu m a n a S e r i f EPISODE I +
S O LU T I O N PA P E R D OL L : (C ar b e r n et Sau v ig n o n ) From the list of the names provided, I chose Paper Doll because like the many changing outfits of paper dolls, the Trinchero carbernet sauvignon is a versatile, food-friendly wine that can be e n j o y e d w i t h a va r i et y o f d i shes year-round.
_DELIVERABLE
Shipping Box Chardonnay Zinfandel Carbernet Sauvignon
CLOUD 1 0 : (Z i nfan d e l ) For the zinfandel, I chose the name Cloud because it is an ever-changing natural phenomenon that re f l e c t s t h e m any p e rs o nal i t ies a n d m o o d s o f the target audience. H ON E Y D R OP : (Ch ard o n nay ) The name Honey Drop was chosen to reflect the natural color and rich flavor of Trinchero Family c h a rd o n n a y. T h e l a b e l , s h a p e d l i ke a d ro p o f honey, distinguishes this brand of chardonnay and underscores its freshness from the first to the last drop.
+
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
102 / 103
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
104 / 105
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
106 / 107
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
108 / 109
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
110 / 111
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 +08 _09 _10
_ P RO J E C T N A M E _ T R I N C H E RO F A M I LY E S TAT E S
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
112 / 113
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Honest, innovative, and safe.
+
114 / 115
+
+
_PROJECT NO.
HAINAN AIRLINE
09 +
+ _ C AT E G O RY
Branding +
OBJECTIVE To redesign the branding of hainan airline in the Pe o p l e ’s R e p u b l i c o f C h i n a .
_ D U R AT I O N
7 weeks +
+ _TYPEFACE
Arial Ne w s G o t h i c M T 71mksd1 Sathu
+ _DELIVERABLE
Stationer y Airplane keychain Cup Water bottle Pen Website Bag Tiket Wine Cup Uniform Helpdesk CD
+
S O LU T I O N Hainan Airlines was established in October 1989. HNA is an airline headquartered in Haikou, China. I t i s t h e l arge s t p r i vate l y o wn ed a ir t ra n sp o r t company and the fourth largest airline in terms o f f l e e t s i z e i n C h i n a . I t o p e ra t e s s c h e d u l e d domestic and international ser vices on 500 routes from Hainan and nine locations on the mainland, as well as charter ser vices. The original Logo of Hainan Airline contains the co l o r b l ue wh i l e t h e c ur re nt l o go is red a n d y e l l o w. H o we v e r, H ai nan i s a n isl a n d wit h t he great ocean view, therefore I want to bring the blue back to express the sense of ocean. The current logo takes the roc originated from the abstract figure of peacock , so I refined the peacock and took the wings of peacock as the secondary graphic, in order to bring the whole branding a new phenomena.
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
118 / 119
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
120 / 121
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
122 / 123
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
124 / 125
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 +09 _10
_ P RO J E C T N A M E _ H A I N A N A I R L I N E
_ I N S T R U C TO R _ T H O M A S M C N U LT Y
_SEMESTER_2013 SPRING
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
126 / 127
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
_ P RO J E C T N A M E _ T R A D E R J O E ’ S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Essential, versatile, and green.
+
128 / 131
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
+
_ P RO J E C T N A M E _ T R A D E R J O E ’ S
+
_PROJECT NO.
10
H O US E B RA N D TRADER JOE’S +
+ _ C AT E G O RY
Packaging + _ D U R AT I O N
15 weeks
STA N D A LO N E B R A N D JOEY - Love from the start . URBAN HARVEST - For the small space gardener. THE GOOD EARTH - Vegan made simple. BEYOND - Pets for life. +
+ _GROUP MEMBERS
Jia Cao Ella Chen Donaji Mejia
+ _DELIVERABLE
Productivity: Dish soap Detergent Cleaner Essential: Flour Oil Sugar Salt Spices Rice Oatmeal
+
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
S O LU T I O N Trader Joe’s is an old-fashioned company that o f f e rs a n a d v e n t u r o u s pa l a te to c u s to m e r s through their re volving healthy, artesan, local and organic foods. The y are inventive, cle ver and unique with their marketing strategies. They offer every-day low prices by carefully selecting their favorite products and directly working with manufacturers to cut costs. We want our consumers to feel like the y can t r u s t t h e TJ s p r o d u c t s a n d n o t h a v e t o t h i n k about making decisions for basic essentials. The packaging should be simple, and basic, without fluff, reflecting dependability.
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
128 / 131
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
+
TRADER JOE’S BRANDED HOUSE
+
TA R G E T AU D I E N C E All ages. Adventurous foodies. Health & ea r t h co n s c i o u s .
+
+
TRADER JOE’S BRANDED HOUSE
TRADER JOE’S BRANDED HOUSE
+
+
KITCHEN
PRODUCTIVITY
TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
_ S E M E S T E R _ 2 0 1 3 FA L L
+
+
THE GOOD EARTH STA N D A LO N E
BEYOND STA N D A LO N E
+
+
TA R G E T AU D I E N C E Vegans and vegetarians 20+.
TA R G E T AU D I E N C E 30-50 pet lovers.
+
+
VEGAN MADE SIMPLE.
PETS FOR LIFE.
+
+
JOEY STA N D A LO N E
URBAN HARVEST STA N D A LO N E
+
+
TA R G E T AU D I E N C E M o t h e rs 2 7 - 3 5 .
TA R G E T AU D I E N C E Ages 25+.
+
+
L O V E F R O M T H E S TA R T.
FOR THE SMALL SPACE GARDENER.
132 / 133
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
+
TRADER JOE’S BRANDED HOUSE
+
ABOUT I t i s a n o l d - fa s h i o n e d co m pa n y t h a t o f fe rs a n adventurous palate to customers through their r e v o l v i n g h ea l t h y, a r t e s a n , l o ca l a n d o rga n i c foods. The y are inventive, cle ver and unique with their marketing strategies. The y offer e ve r y-d ay low pri ces by ca refu l l y sel ecti n g t h e i r fa v o r i t e p ro d u c t s a n d d i re c t l y w o r k i n g with manufacturers to cut costs.
+
CO N C E PTS We want our consumers to feel like the y can trust the TJs products and not have to think about making decisions for basic essentials. The pa ckagi ng s hould be si mpl e a n d ba si c, without fluff, reflecting dependability.
+
TA R G E T AU D I E N C E Adventurous foodies. Health & earth conscious.
_ P RO J E C T N O .
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TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Essential, versatile, and green.
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134 / 135
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
136 / 137
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
138 / 139
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
140 / 141
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
TRADER JOE’S
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
142 / 143
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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THE GOOD EARTH STAND ALONE
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ABOUT A brand of foods dedicated to those that maintain a vega n li fes t yle, wi s h to ea t vega n mea l s or th ose looki ng for dai r y a l ter n a ti ves du e to lactoce intolerance or food allergies. Food will be located in one aisle, and dair y alternatives w ill b e organi zed i n one secti o n by th e da i r y se c tion, for conv eni enc to vega n s o r a n y shopper who are interested.
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CO N C E PTS W e w a n t t o fo c u s o n t h e i n g re d i e n t s t h a t a re nutritious YET delicious to get p e o p l e e xc i t e d a b o u t n e w v e g a n f o o d s a n d p o s s i b l y a t t ra c t non-vegans. We will accomplish this by showing the product through out the packaging.
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TA R G E T AU D I E N C E Vegans and vegetarians 20+.
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VEGAN MADE SIMPLE.
_ P RO J E C T N O .
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T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Sustainable, understandable, and lifestyle.
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144 / 145
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
146 / 147
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
148 / 149
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
150 / 151
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
152 / 153
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
154 / 155
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
T H E G O O D E A RT H
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
156 / 157
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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BEYOND STAND ALONE
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ABOUT A brand of products that focus around the life time of your pet, anything needed from puppy to senior that will be good for their health and wellness. It will also include food and toxic-free toys, safe for their use.
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CO N C E PTS Each pet has its own personality, and they change as they grow. We would like to show different pet’s personalities that add charm to our brand and provide a light-hearted feel to our lifetime brand. We could accomplish this by using silly p h o to s o f p et s fo r ea c h p ro d u c t o r o n e p e r l i f e s ta g e ( p u p p y , t e e n , s e n i o r ) a n d p e r h a p s a d d ing a color s ys tem .
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TA R G E T AU D I E N C E 30-50 pet lovers who are passionate about their pet and take care of them, just as well as they take care of themselves. They are concerned with aging issues as the y present themselves and want to provide their pets with the best products.
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PETS FOR LIFE.
_ P RO J E C T N O .
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B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Healthy, light-hearted, and complete.
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158 / 159
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
160 / 161
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
162 / 163
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
164 / 165
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
167 / 168
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
B E YO N D
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
169 / 170
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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URBAN HARVEST STAND ALONE
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ABOUT A brand of basic gardening products that focus on the idea of easy, urban gardening, for those with limited space or no backyard that wish to grow n t hei r own food. Th e pa cka g i n g w i l l be simple but of dual purpose and designed to be versatile and “green”.
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CO N C E PTS “The garden is the poor man’s apothecar y”. To give th e s ens e or organi za ti o n a n d str u ctu re, w e ty ing i t back to t he sma l l - spa ce co n cept . Apothecar y items are usually straightfor ward, so w e want to m ake t hese pro du cts so th e co n s u m e r d o e s n o t fe e l i n t i m i d a te d to g ro w plants and is able to do so with these easyto-use products and multi-purpose packaging.
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TA R G E T AU D I E N C E A ge s 2 5 + . Fo r t h o s e t h a t h a v e l i m i te d s pa ce to grown food yet wi s h to g ro w i t i n sma l l containers, with or without soil and organically.
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F O R T H E S M A L L S PA C E G A R D E N E R .
_ P RO J E C T N O .
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U R B A N H A RV E S T
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
Functional, innovative, and organic.
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171 / 172
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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U R B A N H A RV E S T
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
173 / 174
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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U R B A N H A RV E S T
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
175 / 176
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
U R B A N H A RV E S T
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
177 / 178
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
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U R B A N H A RV E S T
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
179 / 180
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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JOEY STAND ALONE
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ABOUT A brand of baby products that offer a variety of safe, toxic-free and wholesome raw organic f o o d a n d p ro d u c t s fo r ba b i e s a n d to d d l e rs . Packaging will reflect health focus竏地o plastic.
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CO N C E PTS W e wa n t t he cons um er to k n o w i mmedi a tel y that our products are made using the healthiest, organic ingredients and that the idea of h ea l th ca r r i e s o n t h ro u g h o u t o u r p ro d u c t s , pa c ka g i n g , i n g re d i e n t s .
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TA R G E T AU D I E N C E M o t h e r s 2 7 - 3 5 w h o l i v e a n e n v i ro n m e n ta l consc ious li fes t yle and are fo cu sed o n h ea l th a n d w e l l n e s s fo r h e r a n d h e r fa m i l y a n d avoids as much chemicals and processed foods as possible in her household.
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L O V E F R O M T H E S T A R T.
_ P RO J E C T N O .
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JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
Reliable, modern, and lively.
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_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
181 / 182
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
183 / 184
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
185 / 186
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
187 / 188
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
189 / 190
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
191 / 192
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
193 / 194
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ P RO J E C T N O .
_01 _02 _03 _04 _05 _06 _07 _08 _09 +10
JOEY
_ I N S T R U C TO R _ M I C H E A L O S B O R N E
_ S E M E S T E R _ 2 0 1 3 FA L L
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
195 / 196
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
_ T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
197 / 198
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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Thanks to my parents who brought me into the world. Thanks to ever yone who has been part of my life and guided me in the right direction. T h a n k s t o M a r y S co t t w h o h a s b e e n v e r y pa t i e n t i n h e r tea c h i n g . Thanks to Ariel Grey, Thomas McNulty, and Christine Geo rge who have introduce d me to the p rofe ssi onal field of design. Thanks to Cloud (Qingyun Wang) who has helped me photograph my artwork . Thanks to Karina (Chunbaixue Yang), Ella Chen, Stephanie Hutomo, who have been my friends and support team.
199 / 200
Appreciation gratitude, and thanks.
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T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O
_ I M A G I N AT I V E , P E R S U A S I V E , A N D M O T I VAT E D .
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BI O GRAPHY 415 713 0834 c j_f iona@hot m ai l.com jca o.com TYPEFACE Source Sans Pro Adobe Garamond Pro Gill Sans PA P ER STOCK TEXT: 100# Finch Fine ID Text Stock P RO DUCTION CRE DITS SOFTWARE: Adobe Photoshop CC Adobe Illustration CC Adobe Indesign CC Adobe Bridge CC CAMERA: Nikon D800 PRINTER HP INDIGO 5500
SCHOOL Academy of Art University MAJOR Graphic Design INSTRUCTOR Mar y Scott DESIGN & SETTING Jia Cao CO PY Jia Cao PHOTOGRAPHY Cloud Wang ( Qingyun Wang) PRINTING Giant Horse Printing 1336 San Matao Ave. BINDING The Key Printing & Binding 5851 Ocean View Dr Oakland, CA 94618
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T H E S E L E C T E D D E S I G N P O RT F O L I O O F J I A C A O