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PORTFOLIO OF V I V I F E I -T I N G H S U


XS

PORTFOLIO OF V I V I F E I -T I N G H S U


Vivi Fei-Ting Hsu 415-994-9177 fthsu.com fthsu924@gmail.com

Academy of Art University, School of Graphic Design 79 New Montgomery Street, San Francisco, CA 94105 Instructors: Mary Scott and Phil Hamlett Bookbindery: The Key Printing and Binding Printing: Graphic Imagery Photo Credits: Matthias Heiderich 006, Britt Chudleigh 022, herriottgrace.com 054, downthisroad.com.au 074, Central Hotel & CafĂŠ 093, thefreshexchangeblog.com 107 Fonts: Replica Pro and Serifa Std

Software: Adobe Photoshop, InDesign, Illustrator Š 2015 Vivi Fei-Ting Hsu. All rights reserved. No portion of this book may be used or reproduced in any matter without any written consent of Vivi Fei-Ting Hsu. All respective work shown has been appropriately noted, identified, and credited. Any omissions found will be fixed and corrected in subsequent edition.


S E L E CT E D W O R K O F V I V I F E I -T I N G H S U


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TA B L E O F C O N T E N T S


TA B L E O F C O N T E N T S

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03 A M E R I CA N A P PA R E L 036-051 04 HIDE AND SEEK 052-071 0 5 A N N UA L R E P O R T 072-087 06 PHILZ COFFEE 088-101 07 S P L I T 102-115 0 8 M FA T H E S I S MANDOPOPS 116-139

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LESS IS MORE.


INTRO

“Ex t ra Sma l l� st a nd s for my desig n ph i losophy a nd my persona l it y. De sig n i s cha l leng i ng, but t he goo d de sig n seem s ef for t le s s. Ever y projec t ha s d i f ferent nee d s. T he oppor t u n it y i s u si ng c reat iv it y t o t u r n t he compl ic at e d objec t ive s i nt o si mple a nd i nt u it ive solut ion s, wh ich re q u i re s el i m i nat i ng u n nece s s a r y element s a nd pay i ng at t ent ion t o det a i l s.

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P R O J E CT T I T L E PA N A M _ C O U R S E N AT U R E O F I D E N T I T Y _ I N S T R U CTO R H U N T E R W I M M E R _ CAT E G O R Y B R A N D I N G & P R I N T I N G

O B J E C T I V E _ The task was to revive a dying brand and

bring it back to life with a new brand, new look, new audience, and new possibilities. S O L U T I O N _ Pan American World Airways, commonly

known as Pan Am, was the principal and largest international air carrier in the U.S. from 1927 until its collapse in 1991. In the past, Pan Am created many innovations. Now, the new Pan Am will expand from international airlines to connect people to the new and global experience. In order to achieve this, the color palette used is bright, refreshing, and energetic. The layout and logo designs are clean and simple, yet colorful, which reminds people the new Pan Am has sharp and innovative possibilities.

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PROJECT TITLE ±15 SYNCHRONIZE _ COURSE TYPE EXPERIMENTS _ I N S T R U CTO R S TA N L E Y Z I E N K A _ CAT E G O R Y T Y P O G R A P H Y & P R I N T I N G

O B J E C T I V E _ Choose any topic, which documents a period

of time, using typography and photography to create an experimental typography book. S O L U T I O N _ The chosen direction was about documenting

a long distance relationship between a girl in United States and a boy in Taiwan. Typography has been used as a way to create different moods. The bold type is the voice of the rational side of the girl; on the other hand, the small and italic type is the inner emotional voice of the girl. Photography and the shifting of colors have been used to show a positive change in the boy and girl’s relationship.

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P R O J E CT T I T L E A M E R I CA N A P PA R E L _ C O U R S E PAC K AG I N G 2 _ I N S T R U CTO R M I C H A E L O S B O R N E _ CAT E G O R Y PAC K AG I N G

O B J E C T I V E _ The task was to pick a brand, come up with

a new campaign and create in-store packaging. The goal was to make the brand more noticeable and gain brand loyalty from customers by creating new structures and a second use for packaging. S O L U T I O N _ American Apparel is known for its passion

and innovation in selling fashion basics. Their target is males and females aged 18 to 34. To target the audience and keep the same spirit of American Apparel, the new campaign encourages people to be themselves, and remember how unique they are. The color palette is bold and energetic, which reflects the brand soul and sends cheerful messages to customers. The shopping bags are designed with letters, which stand for people’s initial; the gift box with taglines convey to the audience the new campaign idea and can be also used as larger shopping bags.

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P R O J E CT T I T L E H I D E A N D S E E K _ C O U R S E I N T E G R AT E D C O M M U N I CAT I O N S _ I N S T R U CTO R C H R I S TO P H E R M O R L A N _ CAT E G O R Y B R A N D I N G , P A C K A G I N G , A R T D I R E C T I O N S , A N D P R I N T I N G

O B J E C T I V E _ To create a film festival for Nancy Meyers

who is a romantic-comedy movie director. The goal of this project was to create an art direction and come up with an integrated system of branded materials. The target audience consisted of Nancy Meyers film fans, film students, and people interested in film festivals. S O L U T I O N _ The festival was about celebrating Nancy

Meyers and women who are pioneers in their career, or who give up their goal for pursuing romance. The idea behind the films: successful modern women who hide themselves in their work, struggle through awkward yet whimsical situations and eventually realize the important balance between their relationships and their careers. In the end, they must bravely confront their desire for love. To replicate the feminine and powerful scope of the women, the logo and typeface choices were mixed with a hand-written font and a sans serif font. The photography showed the whimsical moments of the women, and the graphic elements reflected the unstable time in the women’s lives.

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GRAPHIC WEEK 04

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PROJECT TITLE ANNUAL REPORT _ COURSE TYPE SYSTEMS _ I N S T R U C T O R T I M C A R P E N T E R _ CAT E G O R Y P R I N T I N G & U I / U X

DESIGN

O B J E C T I V E _ The job was to redesign annual report for

the Jane Goodall Institute, which is renowned in protecting chimpanzees throughout the world. It should include a printing and digital version. The audience were the members of the institute or people who were interested in it. The goal was to make it visually compelling but not lose the type systems. S O L U T I O N _ The Jane Goodall Institute is an international

nonprofit that empowers people to make a difference for all living things. To visualize the soul of the organization, the design direction will be joyful, clear, and enthusiastic. The color palettes were switched from earthy and warm tones to vibrant colors to enhance the institute’s hopeful personality. The colors were also used to separate different chapters. The type settings were designed strictly to follow the grids, which reflect the down to earth and peaceful spirit institute. The integrative nature of the titles shows how the institute closely interacted with nature.


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DETACHMENT BROUGHT ABOUT BY A FAILURE TO UNDERSTAND CAUSE AND EFFECT.“

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P R O J E CT T I T L E P H I L Z C O F F E E _ C O U R S E PAC K AG I N G 2 _ I N S T R U CTO R M I C H A E L O S B O R N E _ CAT E G O R Y PAC K AG I N G & LO G O

O B J E C T I V E _ The task was to pick a brand, come up with

a new campaign and create in-store packaging. The goal was to make the brand more noticeable and gain brand loyalty from customers by creating new structure and a second use for packaging. S O L U T I O N _ Philz Coffee is a specialty coffee retailer

based in San Francisco. The positioning for Philz Coffee is all about hand-made, gourmet, and custom coffee. Their target audience is coffee lovers who peruse premium quality coffee. The new campaign will focus on the hand brewed coffee. To carry out the “Hand brewed coffee� spirit, the packaging was designed with artisan elements such as the choices of typefaces and brown paper textures.

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P R O J E CT T I T L E S P L I T _ C O U R S E N AT U R E O F I N T E R ACT I O N S _ I N S T R U C T O R T O D D S C H U LT E _ C A T E G O R Y L O G O & U I / U X D E S I G N

O B J E C T I V E _ Develop a unique and well-considered IOS

app for urban San Francisco people aged 21-25, which leverage at least 3 native iPhone functions. The challenge was to craft a thoughtful and engaging user experience, as well as constraints for designing mobile touch interfaces. S O L U T I O N _ Split is an app which helps people to find

other people in your neighborhood to share and split good deal with you. The goal is to build a sharing economic community. The app allows users to make a new post or search for low price items. To create the convenient experience, the design focuses on clarity, simplicity and making sure the call to action was not lost in the experience. Using three main colors indicate to users they are in different phases.

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PROJECT TITLE MANDOPOPS _ COURSE MFA THESIS _ I N S T R U C T O R P H I L H A M L E T T, J E R E M Y S T O U T, C A R O L I N A D’BARTOLO & ANTHONY JAGODA

_ CAT E G O R Y B R A N D I N G ,

PRINTING, INTERACTION, UI & UX DESIGN

O B J E C T I V E _ The challenge was to define a problem,

come up with a unique point of view, and use type, composition, illustration, and photography to solve a problem. The design solutions will reach the audience on multiple levels and across multiple design platforms. S O L U T I O N _ The idea that kids should learn Mandarin

is booming in the U.S. American parents want to provide their kids with a key competitive advantage for a better future. What is currently lacking in this area is the consideration that parents are helpless at home and they can’t speak Mandarin; in addition, they also don’t have time to learn a new language. After doing research and interviews, I found that what parents need is tools that they can use with their kids. Moreover, it’s important to keep kids interested. This is where I saw the opportunities for my thesis to fill. Mandopops is a Mandarin learning tool that parents can enjoy learning Mandarin by singing Mandarin songs with their kids.

“ M Y H U S B A N D A N D I F E LT S T R O N G LY T H AT O U R C H I L D R E N S H O U L D B E R A I S E D B I L I N G UA L LY. H O W CA N I H E L P M Y K I D S TO L E A R N M A N DA R I N ? ” — Juliet Kletz

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L E A R N M A N DA R I N T H R O U G H M U S I C Singing is a wonderful way to introduce a language to kids. Mandopops provide parents the opportunity to join their children to learn the target Mandarin words, phrases, create unique materials and sing the Mandarin songs together.


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T H A N K YO U.


THANK YOU AND THANK YOU

me through out the years I have spent in Academy of Art University, especially to Phil Hamlett, Mary Scott, Michael Osborne, Hunter Wimmer, Stanley Zienka, Carolina d’Bartolo and Anthony Jagoda. It was through all of your training and teaching that made me a good designer as I am now. I also want to thank to my family, colleagues and friends Sean Chan, Ginger Shiue, Gary Tang, Yao Hsieh, Yung Hung, Paige Hsu, Ziv Tsau, Pear Weerawong, Shaily Shah, Valerie Huang, Jolin Tsai and Vanessa Lin. I was lucky to meet and work with all of you, and have your love and support all the time. I thank you all.

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I want to thank all of the instructors that have ever taught


Vivi Fei-Ting Hsu 415-994-9177 fthsu.com fthsu924@gmail.com Š 2015 Vivi Fei-Ting Hsu. All rights reserved.


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