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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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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

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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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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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

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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

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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


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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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

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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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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Course PA C K A G I N G 3

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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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Course PA C K A G I N G 3

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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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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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Course PA C K A G I N G 3

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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

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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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Course T Y P O G R A P H Y 3

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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

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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

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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

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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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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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

PROCESS /

Label Development

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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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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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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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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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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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T H E S E L E C T E D W O R K S O F Marisa Kumtong

TYPOGRAPHY

Typography Guide

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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

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

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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

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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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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8 6

// ////

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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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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

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

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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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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

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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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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

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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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

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P R I N T, PA C K A G I N G

Morning Benders

110

Category P R I N T , PA C K A G I N G


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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T H E S E L E C T E D W O R K S O F Marisa Kumtong

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

112

Category P R I N T , PA C K A G I N G

10 / 0 8 FIN A L IZED V IN Y L PACK AGING

Explorations

Design

Final


Project M O R N I N G B E N D E R S

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Project M O R N I N G B E N D E R S

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Sle


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Project M O R N I N G B E N D E R S

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Project M O R N I N G B E N D E R S

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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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T H E S E L E C T E D W O R K S O F Marisa Kumtong

PRINT

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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PRINT

Funky Caravan

TIMELINE /

4 weeks 0 7/ 2 4 SKE TCHING PHA SE 0 7/ 17 PRESENTED CONCEPT

Research

128

Category P R I N T

Explorations

08/07 PRESENTED DELIVER ABLES 0 7/ 3 1 BEGA N IPA D DE SIGNS

Design

Final


Project F U N K Y C A R A V A N

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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

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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Category P R I N T


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13 4

Category P R I N T


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Category P R I N T


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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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T H E S E L E C T E D W O R K S O F Marisa Kumtong

PACK AGING, IDENTIT Y

Kohl’s

TIMELINE /

7 weeks

0 7/ 0 4 PRESENTED BR ANDS

08/05 COMPING PA R T Y 0 7/ 1 8 SKETCHES

Research

14 0

Explorations

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

08/08 F IN A L P R E S E N TAT I O N

Final


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Dedicated to th e Process

01

MOMENT

02

Cafe

D EPARTMENT

KEY WORDS

04

LUNA

KEY WORDS

05

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

142

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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Category PA C K A G I N G , I D E N T I T Y


Project K O H L’ S

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â&#x20AC;&#x2122;

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Category PA C K A G I N G , I D E N T I T Y


Project K O H L’ S

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â&#x20AC;&#x2122;

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Project K O H L’ S

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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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â&#x20AC;&#x2122;

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Project K O H L’ S

01

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â&#x20AC;&#x2122;

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â&#x20AC;&#x2122;

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Category PA C K A G I N G , I D E N T I T Y


Project K O H L’ S

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â&#x20AC;&#x2122;

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Project K O H L’ S

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â&#x20AC;&#x2122;

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â&#x20AC;&#x2122;

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Project K O H L’ S

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VA RIOUS

Visual Identities

172

Category I D E N T I T Y


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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VA RIOUS

Visual Identities

174

Category I D E N T I T Y


Project V I S U A L I D E N T I T I E S

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Category I D E N T I T Y


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

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Course B FA G R A P H I C D E S I G N

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180

Category I D E N T I T Y


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Course B FA G R A P H I C D E S I G N

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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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