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To Shine portfolio of Kate Chuang


to Shine

page

project P rather R anch D el i

school A cad emy of A r t Universit y S chool of Grap hic D esign

student K ate Chuang 310 993 040, shining 04 02@ gmail.com

i n s t ru c t o r M ar y Scott

b o o k b i n d e ry T he Key Pr inting & B inding 5851 Ocean V iew D r ive, Oakland, CA 94618

printer G rap hic Imag er y Pr inting 39 6 For b es B lv d , S outh San Franc isco, CA 94080

photography K ate Chuang

title of book To Shine

camara C anon E OS T 3i

fonts G ranjon | D in

s o f t wa r e A d ob e Ind esig n , Photo shop, Illust rator

@2011 Al l r ig hts res er ved . N o part of t his pub l ication can b e rep roduced w it hout ex p ress p er mission f rom Kate Chuang

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To Shine No.

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ABOUT Shine. It is the name given by my parents. The symbol of my middle name ( 晶 ) is comprised of three suns in terms of Chinese characters, meaning bright, positive and treasured like crystal. For these reasons my parents hoped that I would become a sunny and positive person. They also hoped I’d be responsible and the best in whatever I do. I would like to dedicate my portfolio to this idea of “To Shine,” because I hope my work can deliver on its own while giving the viewer a warm feeling. When I do my work, design is like optic fiber that carries the idea from my head to whoever receives it. Good design should also make an audience feel something profoundly as they receive the idea from the work. I hope every piece can bring people positive and friendly energy, both on the subject and the way it is presented. Therefore, light goes into everything I do, and also is a very important element throughout this portfolio. While pursuing brightness and light in my design, shadow is indeed another important element. The two opposing elements complement each other and then merge into a great balance. In particular, it is darkness that allows light to be seen, so light shines out of the shadow in parts of my work. This portfolio “To Shine” embodies my work as well as representing the direction I have long been striving for: I want to shine as a person and in my work.

portfolio of

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Ab o ut To Shine


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Table of Contents No. project

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Prather R anc h Del i

Bug aBug ab oo

Baski n Rob b i ns

D i st i lled E ss e n ce

Pac k aging

Packag i ng

Id ent i t y

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H a ndm ad e C l ass i c

Fading the Pass

E choi ng of Rhyt hm

Mad Imag i ni ng

The Li g ht In s id e

Pa c k a g i n g

Mov ie Festival

Poster

Book

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Tab le o f Content s


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project P rat h e r Ra n ch D e l i

tern Pack agin g 2 , S prin g 2 0 1 1

i n s t ru c t o r C h rist in e G e o rge

f e at u r e O rgan ic, S t y le , Qu al it y

m at e r i a l s e co - frie n dly pape r, t in ca n gl a ss bo t t le , pa pe r t u be

The Taste of Nature No.

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OBJECTIVE To create a deli meat line and deli products, including: meat packs, spices, sauces, tools, to-go containers and shopping bags...etc. Usable, sustainable and recycled materials will be used on this project.

SOLUTION Prather Ranch Deli produces a wide variety of products for their customers to choose. For this project, I briefly divided them into three major categories, sauce and dry food, spice, and fresh meat products. Different patterns were used to verify the three product lines. Although all of them are of distinctly different patterns, consistent styles in labels and packaging were used. This not only helps to identify each products but also generates diverse styles with easilyrecognized looks.

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Packag i ng 2, S p ri ng 2011


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project Mon ste r Tow n Boa rdgame

tern Pack agin g 3 , Fa l l 2 0 1 1

i n s t ru c t o r C h rist in e G e o rge

f e at u r e P l ay fu l , My ste riou s , Rich

m at e r i a l s Bo a rd, Pa pe r Mode l in g C l a y

Bugabugaboo No.

02

OBJECTIVE Creating a new game or redesign an existing one. This is a traditional board game, not a computer game. All parts and components will be designed and made by you or your outsourcing company. A board game comprises of a board, an outer box, directions, board pieces, and cards.

SOLUTION The idea of this boardgame is derived from the “Don’t let the pigeon drive the bus” game. The way to play is similar to Metropolitan but is more suitable for children. In light of this, the illustration is full of joy which is the focus of the board game. I am interested in facilitating this feature as well as tweaking the set-up, making it more suitable for all ages. The story line is as following, players accidentally miss their way into monster town. In order to get back to the real world, players must hide from monsters while collecting various treasures. The whole project was created using illustrative style and different color combination, leading to cute yet mysterious style.

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project Bas k in Ro bbin s Re bran din g

tern Nat u re of I de n t it y , S prin g 2 0 1 1

i n s t ru c t o r Ga ston Ya gm ou ria n

f e at u r e P l ay fu l , Va rie t y , Qu al it y

m at e r i a l s Moh aw k pape r G l a ss bo t t le

31 Flavors of Fun No.

03

OBJECTIVE This class moves beyond the creation of a simple identity system to discover the nuances using a holistic approach to re-design once-existing brands. Student will explore various methods of research to discover the audience, mood and reasons for existence of their brand.

SOLUTION Baskin Robbin is committed to creating ice creams with a wide variety of flavors and delightful experience, my concept for the new identity system still aligns closely with the goal. The new identity system includes: logo, graphic system, packaging and store look. In addition to the re-discovering value, we strive to improve the playfulness, quality of the ice cream with healthier ingredients while preserving the variety of flavors. In parallel, we will take advantage of the Baskin Robbin’ global chains to introduce local signature flavors to the U.S. market.

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project Ho n k a k u S h och u

tern Pack agin g 3 , Fa l l 2 0 1 1

i n s t ru c t o r C h rist in e G e o rge

f e at u r e C ra fte d, C le a n , Ele gan t

m at e r i a l s In k , J apan e s e pape r Rice pa pe r, Gl a ss bo t t le Wood, S a n d

Distilled Essence No.

04

OBJECTIVE Choosing either beer, wine or your own favorite alcohol. Being highly creative about the the way of packaging, display or even design a new bottle shape. In addition to wine, a series of related products will be included. Redesigning the identity system includes: logo, label, bottle, bag and gift box.

SOLUTION Unlike the well-known sake, shochu is made from several regional ingredients including sweet potato, barley and even brown sugar. Based on different regions, the flavor and aroma of shochu can be distinctively different, ranging from light, dry to strong and earthy. Premium shochu is made of carefully-selected raw materials and well-/underground water. The elegant yet strong flavor developed through the taste is the result of a combination of century old refined process and inherent crafty. To best represent the essence extracted from every raw material and water, timeless color combinations of white, black and gold were used in the packaging design complemented with circles with simple but full of myriad finish touches.

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project Po rt S a l u t C h e e s e

tern Pack agin g 3 , Fa l l 2 0 1 1

i n s t ru c t o r C h rist in e G e o rge

f e at u r e C l ass ic, Rich , Tast y

m at e r i a l s Bo a rd, Pa pe r Mode l in g C l a y

Handmade Classic No.

05

OBJECTIVE The request of this project is to create a line of cheese. Choosing a brand that needs redesign. Creating a series of pack includes: one large round, one six-pieces pack and six mini rounds that comes in a mesh bag. Inventing a label system that well applied for cheese packaging with different sizes and shapes.

SOLUTION Port salut is the semi-soft cheese originally from France. Therefore, light sky blue and cream color was used to be representative of France, and then combined with elements related to ocean, including the compass embedded in the logo, the anchor and the rope used on the boat. Additionally, cheese is the food that needs substantial amounts of time to evolve and transform. With these concept in mind, I hope to deliver an aging yet elegant flavor in a French way from this project.

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project S o Lo n g, Ye ste rday Mov ie Fe st iva l

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i n s t ru c t o r Hu n te r Wimm e r

f e at u r e No sta l gia , S e n s it ive , J apan e s e

m at e r i a l s J a pan e s e pape r, Rice pa pe r, Wo ode n box

Fading the Past No.

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OBJECTIVE Directors who have the ability to successfully translate words on a script to picture on a screen produce the most influential films that touch the bottom of our heart. The goal of this project is to pick a director and a series of films, create a promotional piece that will consist of various products based on the films.

SOLUTION Among the important contemporary Japanese filmmakers, Shunji Iwai is one of the most influential masters. His work always conjures up images of the coming-of-age experience of Japanese youth through his dexterity in shooting. He translates the bittersweetness of the teenage years and how young people learn to grow up in the passage to adulthood into a series of unforgettable images. Many multi-exposed effects have been utilized to mimic the overlapping of memories from different individuals. Additionally, a combination of gray color and faded effect is used to further complement the feelings.

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project Mu s ic Po ste r fo r C an o n

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i n s t ru c t o r S tan Z ie n k a

f e at u r e Ele ga n t , C l ass ica l , To u ch in g

m at e r i a l s Tran s pare n cy , Pa pe r Fa bric, P roje ctor

Echoing Rhythm No.

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OBJECTIVE The requirement for this poster project was to find related images and typography inspired by a song, to project them on a wall, and to photograph the result. Contents can be edited on the computer to give a detailed description of the chosen song.

SOLUTION Pachelbel’s canon in D Major has long been one of my all-time favorite. Instead of choosing a song with lyric, classical music will be an intriguing challenge to be used in this project. Without lyrics, audience needs to listen to the music from their heart. The inspiration derives from the structure of Canon where same rhyme iterates. However, more and more instruments emerge in the following sections, creating more varieties. With this concept in mind, projection was used to create layered patterns of colors with warm touch. This is how I feel about Canon in D major.

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m at e r i a l s Wa te rco lor, C o lor pe n cil C h al k , Ma gaz in e

Mad Imagining No.

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OBJECTIVE Inspiration is the basis of imagination and also the core experience of my professional life. Self discovery is the point of this project. The book we are required to design is the exploration of our life and ourself. Creativity and compelling formats depend on the idea and design.

SOLUTION Ever since I study abroad, the schedule is pretty much the same everyday, breakfast before work, followed by nonstop homework, occasionally shopping for class materials, and end up doing homework again. However, life in the dream is drastically colorful because we hardly have the same dreams. The concept of this book is to express my dream with type and hand drawing. Both ordered type and random hand painting were used to complement each other, creating images full of contrast, closely resembling the way we wonder in between reality and dreams.

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project T h e Hidde n Worl d MFA T h e s is P ro je ct

i n s t ru c t o r Na t h e n D u rra n t Lau ra Mil ton S te ph e n Ts a i

f e at u r e Edu cat ion al , Pos it ive , Ex pre ss ive

f o r m at Ide n t it y , G u ide bo ok , Il l u st rat ion Bo ok Ex h ibit io n , Po ste r, AD We bs ite , P ro du ct s

The Light Inside No.

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ABOUT As the fastest growing developmental disorder today, Autism Spectrum Disorder becomes prevailing in the general public. However, most people do not have a deep understanding about Autism, and this case is most significant in Taiwan. My thesis project aims at improving and expanding the knowledge about Autism in Taiwan through a series of small installation exhibition, especially focusing on information delivering and educating. To approach these goals, parent guidebook and illustration book for kids will first be demonstrated in an effort to develop basic knowledge about Autism. This will help the parents to be aware of the symptoms associated with Autism in the early stage. Alternatively, the illustration book will set the stage for children to treat their Autistic friends with respect and patience.

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HiddenWorld New Perspectives on Autism

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“Autism has certain positive or compensating features, a particular originality of thought and experience, which may well lead to exceptional achievements in later life.” — Leo Kanner, Child psychiatrist

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Thank you fa m i ly M ommy , D ad d y , Kev in Chuang, Vincent Tung, S p otter , Shining

For your f ir m s up p or t and understanding th roug hout the cours e of my M aster st udy.

i n s t ru c t o r M ar y Scott, Phil Hamlet t , H unter Wimmer, C hr istine Georg e, N athan Durrant , L aura M ilton, S tan Zienka and Step hen Tsai.

Yo ur exp er tise g uid ance, professionalism and b r il l iance wil l alway s be remembered

friend Z a ck Fu, Celeste Yang , Kenny H ou, Frannie Chu, Br yan Chen, Po Chang, Wei-H sin, S hadow , Yun L i n, Wer m, B ob b y

T he l ast four years at Academy of Art Universit y have been great because of my fantastic friends. W i thout your hel p , I can never st rive for my goal.

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