A PORTFOLIO /
Dedicated to the Process
DESIGNER /
Marisa Kumtong My love for sketching seemed like nothing but a childhood habit. Looking back, it was in the sketching where my creativity was born. Today, I start thinking about all projects using much the same method, but in a more informed way. In design school I have learned to immerse myself into this wondrous process in order to find unexpected and meaningful solutions.
D E TA I L S /
Project Selected Works Course Senior Portfolio Category Editorial
DESIGNER /
Marisa Kumtong
D E TA I L S /
Born August 19, 1990 Hometown Man hattan Beach, Cal iforn ia Nationality Thai
Table of contents
8 -2 3
PROJECT 01
Black Book
24-35
PROJECT 02
Artesa
36-43
PROJECT 03
Collection of Meals
44-53
PROJECT 04
Michele’s Syrup
5 4 - 61
PROJECT 05
Sun Seeker
62-69
PROJECT 06
Typography Guide
70-81
PROJECT 07
Jeep Skincare
82-93
PROJECT 08
Little Pickings
9 4 -1 0 7
PROJECT 09
Morning Benders
1 0 8 -11 7
PROJEC T 10
Funky Caravan
11 8 -1 4 9
P R O J E C T 11
Kohl’s
1 5 0 -1 5 9
P R O J E C T 12
Visual Identities
Dedicated to th e Process
01
T H E S E L E C T E D W O R K S O F Marisa Kumtong
IDENTIT Y
Black Book
8
Category P R I N T
Project B L A C K B O O K
Course I D E N T I T Y 2
Create a new, revitalized identity for a social-media company.
TA S K /
APPROACH /
Black Book is a mobile application that exists out in the mobile world. They are the insider’s guide to where style and substance intersect in popular culture. They provide sophisticated and visually stunningly takes on restaurants, nightlife, travel, fashion and the arts. Black Book was founded in 1996 as a quarterly publication and has expanded into a culture magazine. It was important to keep Black Book’s main color of black, in order to not lose their existing customers. I introduced a vivid orange into the brand. The newly refined logo represent a landscape of buildings. The new system as a whole maintains a clean and effective appeal that represents the brand, but still has a sense of sophistication and secrecy.
STRESS LEVEL /
DELIVERABLES /
Brand gu idel i nes Stationer y system Website Mobi le appl ication Promo appl ications
D E TA I L S /
Project Black Book Course Identity 2 Instructor A ndrew Cambouris Semester Fal l 2012 Category Brandi ng
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09 10 11 12
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Dedicated to th e Process
01
T H E S E L E C T E D W O R K S O F Marisa Kumtong
IDENTIT Y
Black Book
TIMELINE /
8 weeks 10 / 0 2 SKE TCHING PHA SE
10 / 16 DE VELOPED APPS
0 9/ 2 5 DEFINED CONCEPT
Research
10
Category P R I N T
Explorations
Design
11 / 0 6 FINAL RE VIE W
Final
Project B L A C K B O O K
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06
Course I D E N T I T Y 2
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
Project B L A C K B O O K
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Course I D E N T I T Y 2
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category P R I N T
Project B L A C K B O O K
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Course I D E N T I T Y 2
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09 10 11 12
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Category P R I N T
Project B L A C K B O O K
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Course I D E N T I T Y 2
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category P R I N T
Project B L A C K B O O K
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Course I D E N T I T Y 2
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category P R I N T
Project B L A C K B O O K
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Course I D E N T I T Y 2
07
08
09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category P R I N T
Project B L A C K B O O K
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Course I D E N T I T Y 2
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08
09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category P R I N T
25
Dedicated to th e Process
02
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Artesa
26
Category PA C K A G I N G
Project A R T E S A
Course PA C K A G I N G 3
Create a new brand and packaging system for a w ine product.
TA S K /
APPROACH /
The Artesa estate is the fusion of architecture, artistry and winegrowing. The winery takes its name from the Catalan word for “handcrafted.” Today, Artesa focuses on producing small, ultra-premium lots of the varietals for which the Carneros are best known. Art and architecture are part of Artesa’s heritage. The dramatic avant-garde winery was incorporated into the hills of a 350-acre estate overlooking the Carneros region. The yellow and red pop of color on the lower price point wine is to attract a younger audience. The bright colors introduced are attention grabbing and relate to the wine themselves. Because of the bold architecture forms seen around the winery, I chose to have the premium wine mimic the same geometric shapes by applying a rubdown around the bottle to give it a luxury feel.
STRESS LEVEL /
DELIVERABLES /
Higher priced: Cabernet Sauv ignon 750m l Lower priced: Cabernet Sauv ignon 750m l Lower priced: Chardon nay 750m l Gift box
D E TA I L S /
Project A rtesa Course Packagi ng 3 Instructor Thomas McNu lty Semester Fal l 2012 Category Packagi ng
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02
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Artesa
TIMELINE /
8 weeks 0 9/ 2 0 PRESENT SKETCHES 10 / 0 3 REFINED L ABEL DESIGNS
0 9/13 TOURED WINERIES
Research
28
Category PA C K A G I N G
10 / 31 FINAL RE VIE W
Explorations
Design
Final
Project A R T E S A
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Course PA C K A G I N G 3
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G
Project A R T E S A
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G
Project A R T E S A
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G
Project A R T E S A
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G
Project A R T E S A
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07
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G
Project A R T E S A
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07
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09 10 11 12
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Dedicated to th e Process
03
T H E S E L E C T E D W O R K S O F Marisa Kumtong
TYPOGRAPHY
Collection of Meals
40
Category T Y P O G R A P H Y
Project C O L L E C T I O N O F M E A L S
Course T Y P O G R A P H Y 3
Create a series of booklets based on the theme of collections.
TA S K /
APPROACH /
A collection is defined as a grouping of items, either by similarity or by events. We were to create a book series that is tied in through an object. Book one showcases a daily ritual, book two shows an object from that daily ritual as a collection, and book three the industry that the object came from. For my first collection series, I chose to photograph my meals. It included everyday meals from breakfast, lunch, and dinner. Desserts are my weakness. Some cupcakes made their way into my meals, so therefore my second book is based on a collection of cupcakes. Book three is about the story of the famous Beverly Hills, Californiabased cupcake bakery chain, Sprinkles Cupcakes. It explored the story of pastry chef Candace Nelson, and how she founded the world’s first cupcake bakery.
STRESS LEVEL /
DELIVERABLES /
Booklet 1: The Dai ly Ritual col lection Booklet 2: A Si ngu lar Ritual col lection Booklet 3: The Industr y
D E TA I L S /
Project Col lection of Meals Course T y pography 3 Instructor Lian Ng Semester Su m mer 2012 Category T y pography
01
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03
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06
07
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09 10 11 12
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Dedicated to th e Process
03
T H E S E L E C T E D W O R K S O F Marisa Kumtong
TYPOGRAPHY
Collection of Meals
TIMELINE /
6 weeks 0 7/ 1 2 BOOK ONE COMPLETED
06/28 E XPLORED CONCEPTS
Explorations
42
Category T Y P O G R A P H Y
0 7/ 2 4 PHOTOGR APHED CUPCAKES 08/03 BOOK THREE COMPLETED
Design
Final
Project C O L L E C T I O N O F M E A L S
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09 10 11 12
Course T Y P O G R A P H Y 3
43
Dedicated to th e Process
T H E S E L E C T E D W O R K S O F Marisa Kumtong
48
Category T Y P O G R A P H Y
Project C O L L E C T I O N O F M E A L S
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Course T Y P O G R A P H Y 3
49
Dedicated to th e Process
04
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Michele’s Syrup
50
Category PA C K A G I N G , I D E N T I T Y
Project M I C H E L E ’ S S Y R U P
Course PA C K A G I N G 2
Create a tiered packaging system for an existing food brand.
TA S K /
APPROACH /
The origin of Michele Foods dates back to the early 1900’s when her great-grandmother created a recipe as an alternative to the limited types of syrups that were then available. The recipe, known today as Honey Crème, has been a family tradition for over four generations at family breakfasts and brunches. Michele’s wanted to share her family delicacy with the broader market. Hand-drawn type was important in the process of developing a new look for Michele’s syrups. Front labels of the mass market bottles uses all hand-drawn type, with colors that ref lect each syrup f lavor. I wanted the boutique bottles to stand out from the usual maple syrup containers, so I found unique bottles for that purpose. White rubdowns help customers distinguish between the different f lavors of syrup.
STRESS LEVEL /
DELIVERABLES /
4 Mass market sy rup bottles 4 Boutique sy rup bottles
D E TA I L S /
Project M ichele’s Sy rup Course Packagi ng 2 Instructor Pau l Kagiwada Semester Fal l 2011 Category Packagi ng, Identity
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Dedicated to th e Process
04
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Michele’s Syrup
TIMELINE /
8 weeks 0 9/ 2 6 SKE TCHING PHA SE 0 9/ 12 PRESENTED VISUAL AUDIT
1 0 / 17 SELECTED MA SS TIER CONCEPT 11 / 0 7 FINAL RE VIE W
Research
52
Explorations
Category PA C K A G I N G , I D E N T I T Y
Design
Final
Project M I C H E L E ’ S S Y R U P
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Course PA C K A G I N G 2
08
09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I D E N T I T Y
Project M I C H E L E ’ S S Y R U P
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
PROCESS /
Label Development
56
Category PA C K A G I N G , I D E N T I T Y
Project M I C H E L E ’ S S Y R U P
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I D E N T I T Y
Project M I C H E L E ’ S S Y R U P
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Course PA C K A G I N G 2
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09 10 11 12
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Dedicated to th e Process
05
T H E S E L E C T E D W O R K S O F Marisa Kumtong
UX INTERACTIVE
Sun Seeker
62
Category U X I N T E R A C T I V E
Project S U N S E E K E R
Course G R A P H I C D E S I G N 3
Create a simple, easy to use app for a mobile phone.
TA S K /
APPROACH /
There are a ton of excellent weather apps on the iPhone that suit different needs. Want a full doppler radar? Sure, that’s doable. Prefer something minimal? You have options. Want one that only notifies you about bad weather? Yes, that exists too. There are plenty of weather apps to suit everyone’s specific needs. Growing up in sunny Southern California for most of my life, I have come to develop a deep love for the beach and sun. Since moving to San Francisco, it seems like there are a limited amount of days where the sun comes out. I wanted to develop a weather app that generates activity suggestions according to the weather outside. Sun Seeker is very easy to use, and is memorable because of the unique activity it generates.
STRESS LEVEL /
DELIVERABLES /
Set of design screens
D E TA I L S /
Project Su n Seeker Course Graph ic Design 3 Instructor Jen ny Ji Semester Spri ng 2012 Category UX Interactive
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09 10 11 12
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05
T H E S E L E C T E D W O R K S O F Marisa Kumtong
UX INTERACTIVE
Sun Seeker
TIMELINE /
8 weeks 0 2 / 15 SKE TCHING PHA SE 03/21 FINAL RE VIE W
02/08 RESE ARCHED APPS
Research
64
Category U X I N T E R A C T I V E
03/07 COMPUTER VERSIONS
Explorations
Design
Final
Project S U N S E E K E R
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07
08
09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category U X I N T E R A C T I V E
Project S U N S E E K E R
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category U X I N T E R A C T I V E
Project S U N S E E K E R
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category U X I N T E R A C T I V E
Project S U N S E E K E R
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Dedicated to th e Process
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
TYPOGRAPHY
Typography Guide
72
Category T Y P O G R A P H Y
Project T Y P O G R A P H Y G U I D E
Course T Y P O G R A P H Y 2
Design a book that demonstrates the fundamental principles of
TA S K /
typography in a simple, powerful way.
APPROACH /
This was a style manual for creating professional-level type and to demonstrate the power of typography. The book represents both a piece of art and a guide book for everybody in the graphic arts, especially new designers entering the field. The book discusses the typographic elements; the micro aesthetic qualities of letters, numbers, and punctuation marks, lines, etc. As well as the rules and techniques developed for professional typesetting such as dashes, apostrophies, kerning, etc. My typography guide book comes from a survival book concept. It will guide anyone who needs to know all the areas covered in type design. I used NeuBau 55RLS as my main typeface, to give the book a grungy feel.
STRESS LEVEL /
DELIVERABLES /
6�x 8� 36 page book
D E TA I L S /
Project T y pography Gu ide Course T y pography 2 Instructor Sam i Saaud Semester Fal l 2010 Category T y pography
01
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Dedicated to th e Process
06
T H E S E L E C T E D W O R K S O F Marisa Kumtong
TYPOGRAPHY
Typography Guide
TIMELINE /
8 weeks
11 / 0 2 SELECTED BOOK CONTENTS 11 / 1 6 TIGHT REFINEMENTS
10 / 19 C R E AT E D 3 M IN D M A P S
Research
74
Category T Y P O G R A P H Y
12 / 14 BOOK COMPLETED
Explorations
Design
Final
Project T Y P O G R A P H Y G U I D E
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Course T Y P O G R A P H Y 2
09 10 11 12
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≥
a
2 Dedicated to th e Process
T H E S E L E C T E D W O R K S O F Marisa Kumtong
2
K
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// ////
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Project T Y P O G R A P H Y G U I D E
Course T Y P O G R A P H Y 2
≥ ≥
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category T Y P O G R A P H Y
Project T Y P O G R A P H Y G U I D E
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Course T Y P O G R A P H Y 2
09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category T Y P O G R A P H Y
Project T Y P O G R A P H Y G U I D E
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Course T Y P O G R A P H Y 2
09 10 11 12
81
Dedicated to th e Process
07
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Jeep Skincare
82
Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
Course PA C K A G I N G 3
Create a new line of skin care products for a brand know n for an
TA S K /
entirely different category.
APPROACH /
Jeep is a brand of American automobiles that consists solely of sport utility vehicles and off-road vehicles. The iconic Jeep brand is recognized all over the world. The brand is tied to freedom, capability and adventure. Every Jeep vehicle has a unique story to tell, with a rich heritage that links back to the original Willys MA. Owners have known that Go Anywhere, Do Anything is a way of life, not just a campaign slogan. Jeep attracts the kind of audience that loves camping and being out in nature, so naturally it would make sense for their brand to venture into the skincare world. This line of products is geared towards men in their 30s. I also created the proper graphics and specificications needed to develop the design as a 3D prototype model for presentation. The wooden caps and green bottles take inspiration from the Jeep’s vehicles and nature.
STRESS LEVEL /
DELIVERABLES /
7 Ski ncare products 1 Product i n-store display
D E TA I L S /
Project Jeep Ski ncare Course Packagi ng 3 Instructor Thomas McNu lty Semester Fal l 2012 Category Packagi ng, Industrial design
01
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83
Dedicated to th e Process
07
T H E S E L E C T E D W O R K S O F Marisa Kumtong
PACK AGING
Jeep Skincare
TIMELINE /
7 weeks
11 / 0 7 PRESENTED CONCEPT
11 / 2 8 MET WITH GEMMITI MODEL ART 11 / 2 1 RE VIE WED SKE TCHES
Research
84
Explorations
Category PA C K A G I N G , I N D U S T R I A L D E S I G N
12 / 0 5 PICKED UP RUBDOWNS
Design
Final
Project J E E P S K I N C A R E
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09 10 11 12
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
Course PA C K A G I N G 3
PROCESS /
Skincare Concept Sketches
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
Course PA C K A G I N G 3
PROCESS /
Product Display Sketches
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
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Category PA C K A G I N G , I N D U S T R I A L D E S I G N
Project J E E P S K I N C A R E
01
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Course PA C K A G I N G 3
08
09 10 11 12
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Dedicated to th e Process
08
T H E S E L E C T E D W O R K S O F Marisa Kumtong
UX INTERACTIVE
Little Pickings
96
Category U X I N T E R A C T I V E
Project L I T T L E P I C K I N G S
Course U X D E S I G N
Design an app for a mobile device.
TA S K /
APPROACH /
Little Pickings allows you to keep track of what food items you have at home by scanning the items in your fridge with your smartphone to find recipes to make with that item. “What’s for dinner?” is a question as old as time itself, and it’s one of the most frustrating. This app makes it easy to decide what to make with what you have in the kitchen. The app will find a list of dishes you can make with the ingredients you have. I wanted to create a simple, easy to use food app that is targeted towards women. The app is filled with delicious and beautiful photography of appetizing dishes that also encourages people to try cooking, since not all of us are expert chefs. The colors used are warm and inviting, and graphics are clear and easy to read.
STRESS LEVEL /
DELIVERABLES /
Set of design screens
D E TA I L S /
Project Little Picki ngs Course UX Design Instructor Bob Slote Semester Su m mer 2013 Category UX Interactive
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UX INTERACTIVE
Little Pickings
TIMELINE /
5 weeks 0 7/ 17 SKE TCHING PHA SE 0 7/ 2 4 COMPUTER VERSIONS
0 6 /10 PRESENTED BOARDS
Research
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Category U X I N T E R A C T I V E
Explorations
Design
08/07 FINAL RE VIE W
Final
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Course U X D E S I G N
PROCESS /
Application Screen Development
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Course U X D E S I G N
LI TTLE P I CK I NGS Recipes For The Unsavvy Cook
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P I CKING S
T H E S E L E C T E D W O R K S O F Marisa Kumtong
<
LI T T LE P I CK I NGS
RECIPES LIST B ASED O N ING RED IENTS
ADY FOR 5 SECONDS NNING PROCESS
Recipes For The Unsavvy Cook
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Project L I T T L E P I C K I N G S
<
Course U X D E S I G N
L I TTLE P ICK I NG S
<
L IT T LE P ICKINGS
RECIPES
SALMON TERIYAKI
L I ST BA SED ON IN G R E DIE N T S
SALMON TERIYAKI
L E Tâ&#x20AC;&#x2122;S STA R T C O O KI N G
INGREDIENTS
DIRECTIONS
NUTRITI
LEVEL: EASY COOK TIME: 25 MIN
Delicious teriyaki glaze in just a few minutes! Using mushrooms for toppings creates great taste. GO TO RECIPE >
FIRST
Heat the broiler or light the grill. If broiling, line a broiler panor baking sheet with aluminum foil and lightly oil the foil. SECOND
In a medium stainless-steel saucepan, bring the soy sauce, mirin, and sugar to Recipes For The Unsavvy Cook
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P R I N T, PA C K A G I N G
Morning Benders
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Project M O R N I N G B E N D E R S
Course G R A P H I C D E S I G N 2
Develop a conceptual visual language for a band.
TA S K /
APPROACH /
In this digital age, music has become a commodity. However, album sales for small labels continue to surpass mp3 and CD sales. An album package was the perfect format for the presentation of sound in print. The Morning Benders is an indie rock band that formed in Berkeley, California, and later based in Brooklyn, New York. The sounds are reminicent of a lazy afternoon drive to the beach, a sort of coastal, kaleidoscopic California haze. The kind of music they produce is a mix of sunny, popish, happy, mellow beats. They blend guitars with love, to create songs. These songs create an emotional euphoric feeling that dig deep into the heart of Indie Rock. I chose to hand draw the fonts and graphics in order to get the beachy, mellow vibe of their music.
STRESS LEVEL /
DELIVERABLES /
12” A lbu m packagi ng 7” A lbu m packagi ng 18” x 24” Poster
D E TA I L S /
Project Morn i ng Benders Course Graph ic Design 2 Instructor A ndrew Joh nson Semester Fal l 2011 Category Pri nt, Packagi ng
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P R I N T, PA C K A G I N G
Morning Benders
TIMELINE /
7 weeks 0 9/ 2 4 ALBUM COVER SKETCHES 10 / 15 COMPLETED POSTER
0 9 / 17 RE VIE WED ARTISTS
Research
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10 / 0 8 FIN A L IZED V IN Y L PACK AGING
Explorations
Design
Final
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STICHES
Mason Jar
Mason Jar
wet cement 3:55
Sleeping In
cold war
e xc u s es
cold war
Mason Jar
5:17
h a n d m e d ow n s
Sleeping In
a ll day day ligh t
we t c em en t
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Funky Caravan
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Category P R I N T
Project F U N K Y C A R A V A N
Course P R I N T 1
Design materials for a music festival to benefit a social issue.
TA S K /
APPROACH /
In a social context, music defines you, whether as an amateur or professional, international artist or a local teacher. Music is a powerful identifier of who you are and where you belong. Funky Caravan believes that youth have an important role in shaping the norms, values, beliefs and principles of tomorrow. Funky Caravan is a Los Angeles-based music festival that promotes youth in music education with proceeds from ticket sales. The visual langage is highly energetic and bold. The featured artists are The Gorillaz, Daft Punk, Radiohead, The Black Keys, and The XX.
STRESS LEVEL /
DELIVERABLES /
Poster iPad digital booklet Website homepage
D E TA I L S /
Project Fu nk y Caravan Course Pri nt 1 Instructor Troy A lders Semester Su m mer 2012 Category Pri nt
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Funky Caravan
TIMELINE /
4 weeks 0 7/ 2 4 SKE TCHING PHA SE 0 7/ 17 PRESENTED CONCEPT
Research
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Explorations
08/07 PRESENTED DELIVER ABLES 0 7/ 3 1 BEGA N IPA D DE SIGNS
Design
Final
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Course P R I N T 1
GORILLAZ GORILLAZ RADIOHEAD RADIOHEAD DAFT DAFT PUNK PUNK GORILLAZ BL BLACK KEYS R BLACK KEYS KEYSACK ADIOHEAD DA XX FT PUNK XX XX FUNKY CARAVAN Music festival to promote youth music education
AUG 15-18
HOLLYWOOD BOWL LOS ANGELES
AUG 15-18 HOLLYWOOD BOWL LOS ANGELES
Music festival to promote youth music education
FUNKY CARAVAN Music festival to promote youth music education
AUG 15-18 HOLLYWOOD BOWL LOS ANGELES
Gorillaz Radiohead Daft Punk Black Keys
AUG 15-18 HOLLYWOOD BOWL LOS ANGELES
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PACK AGING, IDENTIT Y
Kohlâ&#x20AC;&#x2122;s
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Project K O H L’ S
Course PA C K A G I N G 4
Create a branding solution for Kohl’s in-house brand as well as
TA S K /
private brands.
APPROACH /
With Target’s success in the retial world as a model, our group were to examine Kohl’s struggles in trying to fight for market shar. We created a strategy to introduce product lines that will attract a broader demographic. Through market research, we were able to determine that young business professionals as well as the general younger demographic do not shop at Kohl’s because they do not feel a connection to the product and feel like their brand offerings do not meet their standards. We believe that by creating more enticing brands for the modern consumer, it will expand Kohl’s customer base. We chose to minimally modify the brand logo as to not lose the existing loygal customers. Our goal is to expand the target market by introducing some unique private brands in their current line of brands.
STRESS LEVEL /
DELIVERABLES /
Packagi ng system Identity system
D E TA I L S /
Project Koh l’s Course Packagi ng 4 Instructor Thomas McNu lty Semester Su m mer 2013 Category Packagi ng, Identity
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PACK AGING, IDENTIT Y
Kohl’s
TIMELINE /
7 weeks
0 7/ 0 4 PRESENTED BR ANDS
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Category PA C K A G I N G , I D E N T I T Y
0 7/ 2 9 P R IN T E D AT C H U M ’ S
Design
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’
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Cafe
D EPARTMENT
KEY WORDS
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KEY WORDS
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Electronics
DEMOGRAPHIC KEY WORDS
28-32 families
Smart Innovative Modern
Category PA C K A G I N G , I D E N T I T Y
Home Decor
DEMOGRAPHIC
Relazed Breezy Calm
D EPARTMENT
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D EPARTMENT
25-35 families
DEMOGRAPHIC
ACCENTS
20-40 women
Feminine Geometric Warm
T WIGS & TREES D EPARTMENT
Children’s Products
DEMOGRAPHIC KEY WORDS
30-38 families
Fresh Playful Colorful
Project K O H L’ S
Course PA C K A G I N G 4
03
THE ORIENT D EPARTMENT
Kitchenware
DEMOGRAPHIC KEY WORDS
GROUP /
30-40 homeow ners
Contemporary Sophisticated Trusted
Tam m ie Leu ng Hy u n hee Koo Kaew ta A mornsiridath Katheri ne Eastham
S T R AT E G Y /
The Kohl’s brand is an A merican department store chain headquartered in Wisconsin, operating 1,506 stores in 49 states. Kohl’s is A merica’s largest department store chain as of February 2013 surpassing JCPenney. As of 2012, Kohl’s is the second largest U.S. department store company by retail sales. Kohl’s mission is to make our stores the preferred shopping destination for a w ide range of audiences. Our core purpose is to provide a shopping environment that is welcoming and helpful, offering affordable, quality products. The design objective is to communicate to customers that products are modern and dependable. The designs are fresh and simple providing an image that Kohl’s products are used to fit the needs of people.
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â&#x20AC;&#x2122;
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â&#x20AC;&#x2122;
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â&#x20AC;&#x2122;
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â&#x20AC;&#x2122;
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
VA RIOUS
Visual Identities
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Project V I S U A L I D E N T I T I E S
Course B FA G R A P H I C D E S I G N
Create brands and identities.
TA S K /
APPROACH /
Design is a process. Graphic designers must solve a problem and then create a solution. Sketching like a madwoman is how I start thinking about all projects. I fill up notebooks w ith pages of sketches before I can settle on any idea. I take notes, do some research on the topic, do word associations and mind maps, and doodle. Constantly observing the world around me and collecting inspiration helps me push myself to think in new ways and explore other possibilities. 1. Research 2. Analyze 3. Concepting 4. Strategize 5. Create 6. Evaluate
STRESS LEVEL /
DELIVERABLES /
Identities
D E TA I L S /
Project Visual Identities Course BFA Graph ic Design Category Identity
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
VA RIOUS
Visual Identities
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Project V I S U A L I D E N T I T I E S
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Course B FA G R A P H I C D E S I G N
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
Thank You Dearly
MOM + DAD
To the two most important people in my life, this book is dedicated to you. Mom, I wouldn’t know where I would be without you pushing me to always do my best. You have the hardest job in the world, and Ben and I don’t thank you enough for it. Dad, I’ve learned that heart, hard work, and perseverance are the most important qualities a person could have. Thank you for everything that you guys have sacrificed, and for always supporting me. I love you forever. ANDREW
My number one cheerleader. I will always be so grateful for your loving support through my time at school. Thank you for putting up with my frustrations and letting me blow off steam when the going got tough. We go through too many crazy times, good times, terrible times together but I’m grateful for all of it because I wouldn’t have wanted to go through this with anybody else. TE ACHERS
I owe my mentors everything. Mary Scott, thank you for believing in me. I’ve learned an insane amount over the course of your class. Thomas McNulty, it was a pleasure being in so many of your classes. This includes Lian Ng, Troy Alders, Bob Slote, Andrew Johnson, Paul Kagiwada, Andrew Cambouris, Jenny Ji, Sami Saaud, Darrell Hayden, and David Hake. INTERNSHIPS
Thank you friends at Autofuss and Matchbox for taking me in as an intern and letting me into your world. To Randy, Jeff and Julia, thank you for having patience with me...I know it was hard at times. P’ Som, thank you for allowing me to intern at your office and opening me up to the world of Goenka.
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Credit Notes
PHOTOGR APHY
Joe Picard joepicard.com
Andrew Jung andrewjung.net
PRINTER
Giant Horse gianthorse.com
BINDERY
The Key key pr intingandbinding.com
PA P E R S T O C K
Finch Paper Fine 10 0 l b t e x t
T Y P E FA C E S
Din ITC Century
UNIVERSIT Y
Academy of Art University
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T H E S E L E C T E D W O R K S O F Marisa Kumtong
Š2 013 M A RI S A K UMTONG
No part of this publication can be used or reproduced in any manner without expressed permission from Marisa Kumtong. ACADEMY OF ART UNIVERSITY
School of Graphic Design 79 New Montgomery Street San Francisco , CA 94105
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