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vol. 01


Copyright © 2011, Hsuan “Coral” Yang Phone: 415.490.7956 E-mail: hsuancyang@gmail.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Hsuan “Coral” Yang.

02

h s u a n c o r a l ya n g p o r t f o l i o


Introduction

Tone has many meanings. It can describe qualities of sound or music; degrees of a shade or tint; harmony of colors or values; or a particular style or mood. It is a word that can be related to personality, sensibility and ability. The reason why I am fascinated with ‘tone’ is that it has similarities with the design process. During the process, I injected my soul and personality into every project I designed. Furthermore, each project fully represents my design sensibility and ability. There are so many things that need to be considered during the design process. From idea development, research, material organization to production, everything is connected. I believe “tone” is the perfect word to describe this process.

03


tone

04

h s u a n c o r a l ya n g p o r t f o l i o


Contents

01 | p .006

Emotional conflicts

02 | p .020

Invisible performer

03 | p .036

Unexpected Journey

04 | p .064

Unique vision

05 | p .074

Instant memory

06 | p .102

The art of typography

07 | p .116

Pleasant visiting

08 | p .132

Family stories

09 | p .154

Information Archeology

10 | p .166

Natural guidance

11 | p .176

Rewinding the past

12 | p .184

MFA thesis: Cautionary tales

05


distressed

Tone

anxious

tense

01 anxiety

06

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


emotional conflicts

course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

Project title

Anxiety & anxiety disorders

Date

2007 Fall

Class

Visual communication lab

Instructors

Hunter Wimmer

Category

Print

Deliverable

Book

Typography

Helvetica

c at e g o r y

print, book design

07


08

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


Concept

Everyone has anxiety, but not everyone has anxiety disorders. Many people don’t know what anxiety disorders really are until the doctor tells them or they have experiences with them. Through this project, I want to educate people first and then let them know that controlling anxiety is very important. I also want to find out what people think about anxiety disorders. Do anxiety disorders have differences amongst cultures, genders, ages or does it just depend on how people deal with their emotions? This is a project that includes the things you need to know about anxiety, anxiety disorders, opportunities, remedies, and the stories and case studies of anxiety disorders. The final deliverable of this project is a book.

course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

c at e g o r y

print, book design

09




10

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


  

course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

c at e g o r y

print, book design

11


12

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


A

n x i ety

i e x

n

v i s u a l c o m m u n i c at i o n l a b

& x

a

i

course

y

t

instructors

e

Anxiety AnxietyDisorders Disorders

o s r i d e

t y

r

s

Anxiety Disorders

phil hamlett and hunter wimmer

c at e g o r y

print, book design

13


14

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

c at e g o r y

print, book design

15


who

where

when

how

what

16

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

c at e g o r y

print, book design

17


18

h s u a n c o r a l ya n g p o r t f o l i o

title

anxiety and anxiety disorders

project

01 / 12


course

v i s u a l c o m m u n i c at i o n l a b

instructors

phil hamlett and hunter wimmer

c at e g o r y

print, book design

19


Tone free

fresh

whimsical

02 wind

20

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


invisible performer

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

Project title

The rhythm of wind

Date

2008 Spring

Class

Experimental typography

Instructors

Stan Zienka

Category

Print

Deliverable

Book

Typography

Futura

c at e g o r y

print, book design

21


22

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


Inspiration

Different kinds of winds in San Francisco inspired me to start the journey of recording measurable things in our daily life. Geographically, San Francisco is a city close to the sea. The weather of San Francisco is modulated by sea breezes and land breezes. I like the wind in San Francisco, although it keeps changing my hairstyle when I walk the streets. Wind is invisible but it can be translated as visible, even heard by people. It is in a realm between reality and the abstract.

Concept

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

In this project I record the multiple facts of wind. Wind shows itself to the world in many different guises and personalities. It can be elegant, soft or ethereal. But sometimes it can be harsh, annoying or destructive. The rhythm of wind changes all the time. It is easy to experience but hard to record and visually present. I bring two things I am passionate about which are illustration and photography to this project. All the elements I created interact with each other to represent the rhythm of wind.

c at e g o r i e s

print, book design

23


24

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

25


26

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


ď ą

THE RHYTHM

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

27


ďƒ?

28

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

29


30

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

31


02

who is the wind

m o v e m ent

SKY

32

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


SEA concerto

ďƒ&#x; BIRD

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

33


34

h s u a n c o r a l ya n g p o r t f o l i o

title

the rhythm of wind

project

02 / 12


course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r i e s

print, book design

35


03 the film festival of cameron crowe

36

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


Tone

vintage

adventurous

determined



unexpected journey

Project title

Detours

Date

2008 Spring

Class

Integrated communication lab

Instructors

Hunter Wimmer

Category

Print, package design

Deliverables

Film festival products

Typography

Helvetica Neue, Minion & Underwood

course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

37


38

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


Inspiration

Almost Famous is one of my favorite movies and is the main inspiration of this project. I didn’t hesitate to choose Cameron Crowe when I realized this project is about creating a film festival from a selected director. The line “Maybe we just don’t see ourselves the way we really are” describes the characters’ understanding after their journey in pursuit of fame. This movie is set in the 1970s, which was the period of sex, drugs and rock and roll. The main character, a 15-year-old boy, William Miller, was going through a journey full of confusions and desires. In the end, he realizes who he is and what he wants. This movie is also a part of Cameron Crowe’s life, his biography. He presented the pop culture of the 70’s by putting himself into this film.

Concept

Cameron Crowe is a director and also a great writer. Crowe’s films include Say Anything (1989), Singles (1982), Tom Petty and the Heartbreakers: Playback (1995), Jerry Maguire (1996), Almost Famous (2000), Vanilla Sky (2001) and Elizabethtown (2005). A road trip is the scene for the film festival, which is named “Detours.” The concept came from Almost Famous and Elizabethtown. In these movies, road trips are the way that the characters travel everywhere. Festival attendants will travel by bus and they can get off or get on the buses at any stop if they want. The starting point would be in San Diego, California and then pass through San Francisco, Oregon, Seattle and then head east to the Midwest and east coast, including a stop in Tennessee, Elvis’ home state. These places were shown in his movies. I think it would be nice to let attendants experience the stories of Cameron Crowe’s films.

course

i n t e r g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

39


Deliverables

From left, the sound tracks, the postcard book, the journal, the film festival catalog and the poster

40

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

41


42

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

43


Deliverables

From left, DETOURS DVD series with catalogue, the film festival schedule and the business cards.

44

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

45


46

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

47


48

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

49


50

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

51


52

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

53


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

55


Deliverables

56

The film festival general admissions

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


58

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r i e s

p r i n t , pa c k a g e d e s i g n

59


60

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


62

h s u a n c o r a l ya n g p o r t f o l i o

title

detours

project

03 / 12


course

i n t e g r at e d c o m m u n i c at i o n l a b

instructor

hunter wimmer

c at e g o r y

p r i n t , pa c k a g e d e s i g n

63


04 sony

20/2 20/200 20/100

64

h s u a n c o r a l ya n g p o r t f o l i o

title

s o n y c o n ta c t l e n s e s

project

04 / 12




Tone

creative

playful

technology

unique vision

Project title

Sony contact lenses

Date

2007 Summer

Class

Elements of typography

Instructors

Jennifer Sterling

Category

Print

Deliverables

Brochure and poster

Typography

Prototype and Franklin Gothic book

5 20/30 20/40

course

elements of typography

instructor

jennifer sterling

c at e g o r y

print, brochure design

65


66

h s u a n c o r a l ya n g p o r t f o l i o

title

s o n y c o n ta c t l e n s e s

project

04 / 12


Concept

What if Sony has contact lenses as their product one day? What will the brand image look like? In this project, I visualized this imagined these products and present my very own SONY virtual reality contact lenses. Virtual reality is a technology that allows a user to interact with a computer-simulated environment, be it real or imaginary. Most current virtual reality environments are primarily visual experiences, displayed either on a computer screen or through special stereoscopic displays, but people can easily experience virtual reality through SONY contact lenses. Customers also can buy SONY’s accessories, which include speakers and headphones to experience some simulations, like sound and voice. You’ll almost forget what world you are in.

course

elements of typography

instructor

jennifer sterling

c at e g o r y

print, brochure design

67


o07 o08

20/200 20/100 20.20

20/25 20/30

o08

68

h s u a n c o r a l ya n g p o r t f o l i o

title

s o n y c o n ta c t l e n s e s

project

04 / 12


course

elements of typography

instructor

jennifer sterling

c at e g o r y

print, brochure design

69


70

h s u a n c o r a l ya n g p o r t f o l i o

title

s o n y c o n ta c t l e n s e s

project

04 / 12


course

elements of typography

instructor

jennifer sterling

c at e g o r y

print, brochure design

71


o07

o08 o07

72

o08

h s u a n c o r a l ya n g p o r t f o l i o

title

s o n y c o n ta c t l e n s e s

project

04 / 12


o07 o07

o08

o08

20/200 20/100 20/70 20/50 20.40 20/30 20/25 2

course

elements of typography

instructor

jennifer sterling

c at e g o r y

print, brochure design

73




Tone 

 vivid

current

05 polaroid

74

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12

energetic


instant memories

Project title

Shades of Polaroid

Date

2008 Fall

Class

Nature of identity

Instructors

Hunter Wimmer

Category

Branding

Deliverable

Brand book

Typography

Futura, Memphis and New Century Schoolbook

course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

75


76

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


Inspiration

My relationship with Polaroid started two years ago when I bought my first Polaroid camera from ebay. A couple months after, I realized that Polaroid decided to stop manufacturing instant camera films, which means there will probably be no instant photography after 2009. It was quite sad and shocking news for Polaroid fans, which include hobbyists, amateurs and professional photographers. It’s a shame that Polaroid gave up on continually using this meaningful old technique to serve their loyal customers.

Concept

From the digital camera world standpoint, there are so many competitive brands such as Sony, Canon, Panasonic and Nikon, out there. Nobody really cares about the digital products of Polaroid. In my opinion, Polaroid needs to change their marketing and product plans. Most important of all, they need a new brand image for the company. Otherwise, the image of Polaroid will be like a grandpa, full of knowledge but unable to catch up to the world. With the evolution of Polaroid, I decided to switch Polaroid’s role from grandpa to the energetic young generation who can fit into the modern digital world. The overall color palettes are bright and colorful Classic and spontaneous will become Polaroid’s new brand development direction. The overall concept of the new Polaroid logo is simple, clean and colorful. The structure of the letter “P” is basically made from a circle and a square. The half circle is divided into six parts and filled in with six different rainbow colors. The color switching shows the developing process of Polaroid film. The six rainbow colors play very important roles in Polaroid’s new identity system. They are divided into four categories, which include Gold (yellow and orange tones), New Passion (Red), Rebirth (Green) and Soul (Blue).

course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

77


78

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

79


80

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

81


82

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

83


logo

logo type

logo

&

logo type

color palette

84

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

85


86

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

87


88

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

89


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

91


92

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

93


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

95


96

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

97


98

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

99


100

h s u a n c o r a l ya n g p o r t f o l i o

title

shades of polaroid

project

05 / 12


course

n at u r e o f i d e n t i t y

instructor

hunter wimmer

c at e g o r y

print, book design

101




Tone bold

classic

traditional

06 Fr an k l in g o t h ic BOOK par ag r aph s t u d y t y pe s t u d y

Franklin gothic

102

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic

the art of typography

ex p er imen t a l

Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic t y pe s t u d y PA R A G R A P H s t u d y Fr an k l in g o t h ic BOOK

Project title

Type study

Date

2007 Spring

Class

Typography II

Instructors

Jennifer Sterling

Category

Typography

Deliverable

Type box

Typography

Franklin Gothic

t y pe s t u d y Fr an k l in g o t h ic BOOK PA R A G R A P H s t u d y

Typography 2

course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

103


104

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


Concept

Franklin Gothic and its related faces are realist sansserif typefaces originated by Morris Fuller Benton (1872–1948) in 1902. “Gothic� is an increasingly archaic term meaning sans serif. Franklin Gothic has been used in many advertisements and headlines in newspapers. The typeface continues to maintain a high profile, appearing in a variety of media from books to billboards. The goal of this project is to explore the beauty of the typeface we choose. With the fixed color and formats, we will be able to focus on the shapes and shades of the typeface.

course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

105


106

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

107


108

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

109


110

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

111


t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic

1 2007 SPRING

t y pe s t udy Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic pa r ag r a o h i nd i c at o r s: d r o p c a p s p ec s: 2 c o l u mn , j u s t i f i e d 7/10 F r a n k l i n g o t h i c b o o k d r o p c ap: 4 l in es ex t r a l ead in g : 7 po in t s c o l u mn w i d t h : 2.5 i n c h e s 3 c o l u mn , f l u s h l e f t r a g r i g h t

t y pe s t u d y Fr an k l in g o t h ic BOOK PA R A G R A P H s t u d y

Typography 2

112

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12

9

0

4


Fr an k l in g o t h ic BOOK par ag r aph s t u d y t y pe s t u d y t y pe s t u d y t y pe s t u d y par ag r a ph s t u d y Fr an k l in g o t h ic b o o k c o n t r a s t s t u d y s h a d e s o f g r ay

ex p er imen t a l

Mor r is Fu ll er Ben t o n Fr an k l in g o t h ic t y pe s t u d y PA R A G R A P H s t u d y Fr an k l in g o t h ic BOOK

p Q r S t U v W x Y z

course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

AbCdEfGhIjKlMmO p Q r S t U v W x Y z

113


114

h s u a n c o r a l ya n g p o r t f o l i o

title

type study

project

06 / 12


course

typography

II

instructor

jennifer sterling

c at e g o r y

typography

115




Tone

innovative

interesting

inspired

07 kimpton earthcare

116

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


pleasant visiting

course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

Project title

Kimpton earthcare

Date

2007 Spring

Class

Design and sustainability

Instructors

Phil Hamlett

Category

Print

Deliverables

Brochure and gift bag

Typography

Avenir, Minion and Univers

c at e g o r y

print

117


118

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


Inspiration

Sustainability is a popular issue and it can be applied to almost every aspect in our life. As a travel addict, I am interested in how sustainability can be practiced in the hospitality industry. Many hotels declare that they are heading towards the goal of environmentally friendly practices by using green products and facilities in recent years. However, for customers, this experience only exists during the period of their stay and customers don’t care about sustainable practices. It’s a good opportunity to extend this experience even when customers go back to their homes since hotel rooms can be a travelers’ second home. The images of cleaning agents shouldn’t be just housekeepers but they could be messengers who send the message of practicing sustainability in our life, not just in hotels.

Concept

Starting with local businesses in San Francisco, I combined two brands, Kimpton and Good Hotel, into one for this project. Good Hotel owns many creative ideas about how to make sustainable practices visible to customers. Kimpton is a very well established brand and they have a clear plan, Earthcare, of how sustainability is practiced in their hotels. I want to embrace behavioral change by creating a new cleaning agent team, the “Ambassadors of Sustainability.” Customers can get information about Kimpton’s EarthCare directly from cleaning supply samples, product labels, instruction boards, facilities and TV commercials rather than our website. For customers who are particular about cleaning, Kimpton will offer customers a chance to customize how their room will be cleaned, such as the scent of cleaning products and an amenities display. The takeaway of this project is: here’s a company that really keeps the balance between environmental responsibilities and customers’ needs.

course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

119




120

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

121


122

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

123


Deliverables

From left, Kimpton EarthCare take out card, the promotional catalog and the gift bag

124

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

125


126

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

127


128

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

129


130

h s u a n c o r a l ya n g p o r t f o l i o

title

kimpton earthcare

project

07 / 12


course

d e s i g n a n d s u s ta i n a b i l i t y

instructor

phil hamlett

c at e g o r y

print

131


Tone

welcoming

warm

happy

08 family to family

132

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12




family stories

Project title

Family to family

Date

2010 Spring

Class

Graphic design 3

Instructors

Laura Milton

Category

Print

Deliverables

Catalog, stationery and website

Typography

course

graphic design

3

instructor

l a u r a m i lt o n

Archer & Verlag

c at e g o r y

print

133


134

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


Concept

Family-to Family is a not-for-profit hunger relief program aimed at helping profoundly poor and hungry rural American families. The program creates a bridge between suburban communities with enough to share and some of our country’s most impoverished areas. The members of F-to-F welcome the concrete responsibility of shopping for, packing, and sending a carton of fundamental necessities to a family they sponsor. The deliverables for the final project include the redesign of the current logo, a stationery set, a brochure which tells the story behind F-to-F, a fundraising event invitation which was made from brown cardboard boxes, a promotional poster, a lunch kit as the promotional item which reflects the idea of helping hunger, and a redesigned website. With the new look of F-to-F, families are able to communicate more efficiently and get more families more involved.

course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

135


F

F F

ff

136

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

137


138

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

139


140

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

141


142

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


ď‚’

course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

143


Deliverables

144

The fundraising event invitations

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

145


146

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

147


Deliverables

148

Family-to-Family business cards and website graphics

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

149


150

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


course

graphic design

3

instructor

l a u r a m i lt o n

c at e g o r y

print

151


152

h s u a n c o r a l ya n g p o r t f o l i o

title

f a m i ly t o f a m i ly

project

08 / 12


Deliverable

course

graphic design

3

instructor

l a u r a m i lt o n

A lunch kit as the fundraising gift

c at e g o r y

print

153




Tone vibrant

original

natural

09 flyers infographics

154

h s u a n c o r a l ya n g p o r t f o l i o

title

8.5

x

11

p r o j e c t 09 / 12


information archeology

course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

Project title

8.5 x 11

Date

2008 Fall

Class

Information design

Instructors

Mark Roudebush

Category

Print

Deliverable

Book

Typography

Helvetica Neue and Minion

c at e g o r y

print

155


156

h s u a n c o r a l ya n g p o r t f o l i o

title

8.5

x

11

project

09 / 12


Inspiration

Walking on the streets of San Francisco, I often find colorful flyers on the telephone poles or bulletin boards in certain neighborhoods. The contents of those flyers include services, sales, lost & found, parties, musical concerts and events, etc. However, not so many people are interested in the contents of those flyers. They are just becoming a part of the environment, and are easily ignored and skipped. From a design standpoint, there is not so much creativity in flyers due to the need for efficient of communication and low budgets, but posting flyers has been a street culture since the American Revolutionary War. I want to document this forgotten tradition of communication and explore the personalities of each neighborhood with the “flyer culture.”

Concept

Street flyers have been in our lives for a very long time. Posting flyers in public places is one of many traditional ways to send and advertise messages to other people. As advanced technology is consistently being introduced, most people use the Internet to achieve the same goals as posting street flyers. Although technology transformed flyer culture into a more convenient and widespread culture due to low budgets, local small businesses still use the physical flyers to advertise their services, products and events. Besides these marketing flyers, many individuals also start their own business by creating flyers, for general sales, housing and jobs. Through this project, I uncovered stories of flyers. The statement I am conveying that flyers in certain areas show the personality of each neighborhood. To accomplish this goal, I selected three areas, which have strong personalities already, such as Haight/ Ashbury, Castro and Japan Town and then collected flyers from these three areas as my project foundation. After collecting and organizing the information, I compared these three areas in different aspects such as the categories of flyer contents, store types, and locations. Because 55% of the flyers are 8.5x11, I named my final deliverable “8.5x11.” I applied the data I collected and designed infographics to convey my ideas in an efficient yet creative way.

course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

c at e g o r y

print

157


158

h s u a n c o r a l ya n g p o r t f o l i o

title

8.5

x

11

project

09 / 12


course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

c at e g o r y

print

159


160

h s u a n c o r a l ya n g p o r t f o l i o

title

8.5

x

11

project

09 / 12


course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

c at e g o r y

print

161


162

h s u a n c o r a l ya n g p o r t f o l i o

title

8.5

x

11

project

09 / 12


course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

c at e g o r y

print

163


Categories of the Contents

Types of the Stores

26 42

Cafes/Restaurants

54 47 27

General Merchandise

41 8 8

General Events 0 0

Housing

8 1 5

Jobs

13 1 0 0

14 0

Lost & Found

Nightclub Musical Events

Record/Video Shops

12 0 5 6 22

Nightclubs 0

Hippie and Eastern-Influenced Shops

9 0 0

6 14

Politics 1 8 0

Sale/Wanted

18 0

Service/Classes 17 0 22

Sexual Parties 0

164

h s u a n c o r a l ya n g p o r t f o l i o

Sexual Appealing/ DVD Shops

Haight Ashbury

0 9

Castro

0

Japan Town

title

8.5

x

11

project

09 / 12


course

i n f o r m at i o n d e s i g n

instructor

mark roudebush

c at e g o r y

print

165


Tone ď ľď ˇ

ď ľ simple

adventurous

10 the north face survival kits

166

hsuan coral yang portfol i o

t it l e the n ort h face survival kit s

p r oj e c t

10 / 12

natural


natural guidance

course

design outside the box

instructor

roland young

Project title

The North Face survival kits

Date

2009 Fall

Class

Design outside the box

Instructors

Roland Young

Category

Print

Deliverables

Series posters

Typography

Franklin Gothic and Verlag

c at e g o r y

poster design

167


168

h s u a n c o r a l ya n g p o r t f o l i o

title

t h e n o r t h f a c e s u r v i va l k i t s

project

10 / 12


course

design outside the box

instructor

roland young

Inspiration

North Face is one of the most well known outdoor product companies worldwide. They specialize in outerwear, fleece, footwear, and equipment such as backpacks, tents, and sleeping bags. The company also sponsors professional athletes from the worlds of running, climbing, skiing, biking and snowboarding. They also hold expeditions every year. The gear from North Face provides complete protection even in extreme environments. I see an opportunity that North Face can provide education on outdoor survival and produce survival kits for different circumstances.

Concept

“Nature is your Guide� is the tag line of whole poster series. Nature is the most important navigation tool when we are lost in the wilderness without a compass or map. Travelers can use a stick, sun, stars or even a watch to find direction. In each poster, I use a natural element in the center of the compass needle representing the idea that nature is your compass/guide.

c at e g o r y

poster design

169


170

h s u a n c o r a l ya n g p o r t f o l i o

title

t h e n o r t h f a c e s u r v i va l k i t s

project

10 / 12


course

design outside the box

instructor

roland young

c at e g o r y

poster design

171


172

h s u a n c o r a l ya n g p o r t f o l i o

title

t h e n o r t h f a c e s u r v i va l k i t s

project

10 / 12


ď‚’

course

design outside the box

instructor

roland young

c at e g o r y

poster design

173


174

h s u a n c o r a l ya n g p o r t f o l i o

title

t h e n o r t h f a c e s u r v i va l k i t s

project

10 / 12


course design outside the box

instructor

roland young

c at e g o r y

poster design

175




Tone contrast

saturate

crafty

11 rewinding the past

176

h s u a n c o r a l ya n g p o r t f o l i o

title

r e w i n d t h e pa s t

project

11 / 12


rewinding the past

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

Project title

Rewinding the past

Date

2008 Spring

Class

Experimental typography

Instructors

Stan Zienka

Category

Typography

Deliverable

Poster

Typography

Helvetica and barcode font

c at e g o r y

typography

177


178

h s u a n c o r a l ya n g p o r t f o l i o

title

r e w i n d t h e pa s t

project

11 / 12


Inspiration

The idea of poster design, was inspired by Sandi Thom’s song of rewinding our lives to an earlier era which is something we have all wanted to do at one time or another. It is a universal idea. While people all enjoy the convenient technology of today, they miss the old and traditional technology, which they have forgotten or never use anymore. The world is changing too fast and it is hard to keep up with it.

Concept

This song also reflects the purpose of this class, which is using a projector to experiment with the possibility of typography instead of producing the whole process in computers. For me, I’m a large user and supporter of technology, but I find that the more I use it, the more I want to push the “rewind button” and keep some of the older art forms and ways of communication alive. In the image and type selection, I use handwritten type and images produced by film cameras. Anyone with decent eyesight will notice that work done by hand is not perfect. That’s also the reason why these imperfect traces are unique and beautiful.

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r y

typography

179


180

h s u a n c o r a l ya n g p o r t f o l i o

title

r e w i n d t h e pa s t

project

11 / 12


course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r y

typography

181


:::::::::::::::::::

182

h s u a n c o r a l ya n g p o r t f o l i o

title

r e w i n d t h e pa s t

project

11 / 12


:::::::::::::::::::::::::

course

e x p e r i m e n ta l t y p o g r a p h y

instructor

s ta n z i e n k a

c at e g o r y

typography

183


ď ľď ˇ

ď ľ

Tone innovative

12

interesting

inspired

mfa thesis : decoder channel

184

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


cautionary tales

Project title

Decoder Channel

Date

2011 Spring

Class

MFA Thesis

Instructors

Phil Hamlett Christopher Morlan Carolina de Bartolo

Category

Graphic design

Deliverables

Publications, posters, and advertisements

Typography

course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

Akzidenz and Sentinel

c at e g o r y

graphic design

185


186

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

187


188

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


Inspiration

Every advertising message is trying to manipulate our perceptions and many of them are intended to mislead us. I am the type of customer who makes purchase decisions based on how attractive advertisements are. The more I watch, the more I buy. However, I find some products or services are not as good as their advertising statements. After researching on the Internet and in magazines, I found out so many “ugly truths“ about marketing and advertising. We know not all manufacturers make profits from their honesty but what we don’t know is the tricks they play to mislead us. I want to stop these kind of advertising abuses and bring awareness to the public.

Concept

Decoder Channel is a non-profit organization that uses case studies and factors of misleading marketing techniques in order to understand the problem of advertisement consumption. Advertising messages are clearly constructed for the purpose of getting you to spend your money. The goal is to raise the awareness of misleading advertisements created by marketers for consumers who are manipulated by them. In order to accomplish the goal, Decoder Channel will create an online community, self-taught materials, outdoor advertising and guerilla campaigns. The audience of Decoder Channel is average consumers in their 20’s to mid-30’s who are exposed to a variety of marketing messages everyday, from TV, newspapers, radio, magazines, websites to billboards, etc. These misleading advertisements might cost consumers extra money, trust, and even health if they don’t pay attention. The final deliverables are 3 books, which include the overall situation of advertising today and misleading market techniques. The goal of these books are not negating or challenging the listed products or commercial messages we receive. I want to help target audiences become aware of what they are going to buy and what they believe in. The products listed in this book as examples are based on test reports from 3rd party and non-profit organizations.

course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

189


190

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

191


192

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

193


194

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

195


196

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

197


198

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

199


200

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

201


202

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

203


204

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

205


206

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

207


208

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

209


210

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

211


Deliverables

Outdoor advertisements

Cautionary Tales //

What we see everyday //

Directory of misleading advertising //

Being a smart consumer

212

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

213


214

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

215


216

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

217


218

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

219


220

h s u a n c o r a l ya n g p o r t f o l i o

title

decoder channel

project

12 / 12


course

mfa thesis

instructors

phil hamlett, christopher morlan and carolina de bartolo

c at e g o r y

graphic design

221


with sincere thanks

Family in Taiwan My awesome parents and grandparents Instructors

Mary Scott

& supporters

Phil Hamlett Hunter Wimmer Carolina de Bartolo Christopher Morlan Roland Young Stan Zienka Laura Milton Jennifer Sterling Steve Abney Susan Pasley Tyler Carter Amy Parker

Dear friends

Yunting Tai Louise Chen And all the other friends who encouraged and supported me through this journey. Thank you all.

223


colophon

Title of book

Tone

School

Academy of Art University

Name

Hsuan “Coral” Yang

Printer

Andresen

Bookbindery

Herring & Robinson

Photography

Hsuan “Coral” Yang

Cover stock

Canson art paper

Text stock

Finch Paper, 80lb text

Fonts

Claredon bold Univers bold condensed / light

Software

224

h s u a n c o r a l ya n g p o r t f o l i o

Adobe Photoshop, Indesign, Illustrator


Portfolio: Tone