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© 2 012 M AT T H E W PA R K

A L L R IG H T S R E S E R V E D. N O PA R T O F T H IS P O R T FO L IO M AY B E R E P R O D U C E D, O R T R A N S M I T T E D IN A N Y FO R M, O R BY A N Y M E A N S, E L EC T R O N IC, M EC H A N IC A L, P H O T O C O P Y IN G, R EC O R DIN G, O R O T H E R W IS E, W I T H O U T T H E P R IO R P E R M IS SIO N O F M AT T H E W PA R K.

ACADEMY OF ART U NIVERSTIY S C H O O L O F G R A P H IC D E SIG N, 79 N E W M O N T G O M E R Y S T R E E T, S A N F R A N C IS C O, C A 9 410 5

T Y P O G R A P H Y S O F T WA R E

AV E N IR + IN C O N S O L ATA

ADOBE CS5

P H OTO G R A P H Y

S A N G U Y E N + M AT T H E W PA R K


TITLE _ CONTENTS

C AT EG O RY_ U N D EFIN E D

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CONTENTS

TITLE_

PAG E_

00

INTRO D U C TION

07–08

01

E V ERY H O U R

0 9 –16

P R OJ EC T_

PRINT 02

J.P. BOXC A R CO.

17 –2 6

IDENTITY + PRINT 03

CI T Y O F M A N T EC A

27–32

WEB 04

R .E.I.

33 –40

PAC K AGIN G 05

MICHEL CLU IZEL

41–5 0

PAC K AGIN G 06

FERRO CO RP

51–60

IDENTITY 07

ROJO T E A S A LO N

61 –70

IDENTITY 08

SIGNS + S Y MBO L S IDENTITY

71 –76

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TITLE _ IN TR O D U C TIO N

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Give me time, and I’ll give you revolutionary.

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­— A lexa n d er M c Q u e e n

IN TR O D U C TIO N _

Graphic design requires a process by which ideas and solutions evolve over a span of time. This progression of creativity and refinement is what drives the evolution of ordinary design into a realm of revolutionary design. The following pages represent my current state of evolution as I continue to create and refine my craft in hopes of it one day becoming, revolutionary.

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TITLE _ EVERY HOUR

C AT EG O RY_ P R IN T

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What we are living with is the result of human choices, which can be changed by making better and wiser choices.

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­— Ro b er t Re dfo rd

EVERY HOUR P R OJ EC T_01

C O U RS E _ G R A P HIC D ESIG N 01

INSTRUCTOR _ SCOTT RANKIN

D ESC RIPTIO N _

For many of us, recycling has become a part of our day-to-day activity as we learn about its positive effects on our planet and on our future. However, the use of plastic bottles in the U.S., alone, outweighs our recycling efforts. A campaign is needed to educate and encourage recycling in schools and public places. OBJECTIVE_

The design for this poster was inspired by the waste we've created, using images of empty plastic bottles, landfill maps, and the side of an old dumpster. It was printed on discarded pieces of vellum and taped together in order to reinforce the importance of reusing and recycling. Green is used as the symbol color for recycling, which also underlines the message of the poster.


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T I T L E _ J . P. B O X C A R C O .

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I love vintage clothes because I like to imagine the story. Who wore it? Where did she wear it, and who did she meet? The mystery is so exciting.

JP BOXCAR COMPANY P R O J E C T _ 02

C O U RS E _ G R A P HIC D ESIG N 02

INSTRUCTOR _ MAX SPECTOR

D ESC RIPTIO N _

J.P. Boxcar Company is a clothing and apparel store born out of historic 1935 San Francisco. It was established by Mr. J.P. Boxcar, a former door to door salesman whose passion for well-tailored clothing has been at the forefront of the 76-year-old company. Today, J.P. Boxcar Company is well-known for its vintage clothing and stylish accessories and is worn by all walks of life. The brand is being refreshed for their premiere fashion show fundraiser. OBJECTIVE_

The J.P. Boxcar re-brand and premiere fashion show invite were designed with its history and founder in mind, combining both vintage and modern elements in order to transport you to another time. The fashion show takes place at a San Francisco train yard within a set of converted boxcars, playing off of the Boxcar name.

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­— Dita Vo n Te es e


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T I T L E _ J . P. B O X C A R C O .

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T I T L E _ J . P. B O X C A R C O .

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T I T L E _ J . P. B O X C A R C O .

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TITLE _ MANTECA

C AT EG O RY_ W E B

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Family life is a bit like a runny peach pie — not perfect, but who’s complaining?

CITY OF MANTECA P R O J E C T _ 03

C O U RS E _ G R A P HIC D ESIG N 03

INSTRUCTOR _ BOB SLOTE

D ESC RIPTIO N _

The City of Manteca, located in central California, is nicknamed, "The Family City." It was established by a farmer in 1861. And though it has grown over the years, it remains a small and simple community of schools, churches, and businesses. The city is gearing up for a campaign to stimulate further growth by encouraging families around Northern California to move to Manteca. These efforts will be supported by a fresh brand and new website. OBJECTIVE_

Manteca is surrounded by almond orchards, and one can still find fruit stands lining its country roads. This quiet and charming lifestyle, along with references of vintage fruit crate labels, is the inspiration for the design. It is meant to evoke the emotion of living in Manteca.

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­— Ro b er t Bra ult


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CALIFORNIA


TITLE _ MANTECA

CALIFORNIA

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TITLE _ MANTECA

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T I T L E _ R.E.I.

C AT EG O RY_ PAC K A G IN G

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Earth and Sky, woods and fields, lakes and rivers, the mountain and the sea, are excellent schoolmasters, teaching us more than we could ever learn from books.

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­— Jo h n Lu b b o c k

RE I P R O J E C T _ 04

C O U RS E _ PAC K AG E D ESIG N 01

I N S T R U C T O R _ T H O M A S M c N U LT Y

D ESC RIPTIO N _

Recreational Equipment Inc. (R.E.I.) has been a trusted retailer of outdoor gear since 1938 and is now the nation’s largest consumer co-op, continuing to return the majority of profits to its members. While the gear sold over the years has changed, their philosophy and passion for the outdoors have not. Since the beginning, R.E.I. has been committed to helping people enjoy the great outdoors to the fullest—from weekend family camping trips to Mt. Everest expeditions. OBJECTIVE_

To reinforce R.E.I. brand quality, passion, and love for the outdoors by making it more identifiable with its classic 1938 roots and showcasing its reliable and preferred record in the marketplace. Inspiration was taken from vintage photos of outdoor sports and activities.


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T I T L E _ R.E.I.

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T I T L E _ R.E.I.

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T I T L E _ R.E.I.

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TIT LE _ MIC H EL C LUIZ EL

C AT EG O RY_ PAC K A G IN G

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Strength is the capacity to break a chocolate bar into four pieces with your bare hands —­ and then just eating one piece.

MICHEL CLUIZEL P R O J E C T _ 05

C O U RS E _ PAC K AG E D ESIG N 01

I N S T R U C T O R _ T H O M A S M c N U LT Y

D ESC RIPTIO N _

Michel Cluizel is a family-owned chocolate company and one of the last to manufacture its products from the very beginning of the process to the end. As the owner of cocoa bean farms in almost every region of the world, Michel Cluizel produces a wide variety of chocolates with 37%, 45%, 60%, 72%, 85% and 99% cocoa content. Today, more than 6,000 professionals use or resell Michel Cluizel chocolate all around the world. OBJECTIVE_

To update the Michel Cluizel chocolate bar brand and packaging in order to acheive a stronger connection between the high-quality product and its price point, while reflecting the feel of a small family owned company.

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­— Ju dith Vio rst


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O CH

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C O L AT D E PA R I S

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MICHEL CLUIZEL


TITLE _ MICH EL CLUIZEL

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C O L AT D E PA R I S

O CH

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MICHEL CLUIZEL

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TIT LE _ MIC H EL C LUIZ EL

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a Ad ded Fl i c S o y L e

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N N

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o a B o c anill u t aB V n e o

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TIT LE _ MIC H EL C LUIZ EL

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TITLE _ FERO CORP

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An acre of performance is worth a whole world of promises.

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­— Willia m D ea n H o w ells

FERRO CORP P R O J E C T _ 06

C O U RS E _ ID EN TIT Y D ESIG N 01

INSTRUCTOR _ ANDREW CAMBOURIS

D ESC RIPTIO N _

Ferro Corporation is a leading worldwide producer of performance materials and specialty chemicals found in a variety of end market applications including: electronics, solar energy, telcommunications, and industrial products. From mobile devices to vehicles to coffee cups, Ferro materials provide strength, beauty, protection and performance characteristics to products many consumers enjoy and depend on every day. OBJECTIVE_

To create a corporate identity that makes the Ferro brand more unique, contemporary, and in line with the company's tagline, "Enhancing life through superior material performance." Inspiration was pulled from a molecular hexagon structure.

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TITLE _ FERO CORP

F ER RO CORP

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TITLE _ ROJO TEA SALON

C AT EG O RY_ ID E N T IT Y

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The best quality tea must unfold like a mist rising out of a ravine, gleam like a lake touched by a zephyr, and be wet and soft like earth newly swept by rain.

ROJO TEA SALON BAR +

P R O J E C T _ 07

C O U RS E _ ID EN TIT Y D ESIG N 01

INSTRUCTOR _ ANDREW CAMBOURIS

D ESC RIPTIO N _

Rojo is the place to enjoy a lavish afternoon tea. The elegant tea salon on Saint Catherine Street in Montréal is world-famous, not lastly due to its taste bud-tantalizing macaroons. Its name comes from a special red tea leaf that is only grown in South America. But after one-and-a-half centuries of tea it was time for a new venture. So Rojo decided to expand into Montréal's night life and re-established itself as Rojo Tea Salon & Bar. OBJECTIVE_

To create an identity that incorporates the historical and future forward appeal of the company, while reinforcing the brand's unique qualities by infusing two worlds —Europe meets South America; old meets new; tea meets cocktail.

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­— Lu Yu


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TITLE _ ROJO TEA SALON

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TITLE _ ROJO TEA SALON

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TITLE _ SIG NS + SY M B O LS

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Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.

­— Ray m o n d Lo e w y

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SIGNS SYMBOLS +

P R O J E C T _ 08

C O U RSE _ ID EN TIT Y + PAC K AGIN G

INSTRU C TO R _ VA RIO US

D ESC RIPTIO N _

The process of creating a logo is one of research, flushing out ideas, and continuous refining until you have successfully embodied the character and story behind the sign/symbol. Developing such a mark can be very challenging but also very rewarding. OBJECTIVE_

To create or re-fresh various identities that strengthen the integrity, core values, and message of a brand. The following pages are a sampling of logos from various identity and packaging projects that symbolize retail, food, small business, big business, community, and personal branding.

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MICHEL CLUIZEL

CALIFORNIA


TITLE _ SIG NS + SY M B O LS C AT EG O RY_ ID EN TIT Y

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TITLE _ SIG NS + SY M B O LS C AT EG O RY_ ID EN TIT Y

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TITLE _ THANK YOU

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THANK YOU

INSTRUCTORS_

MA X SPEC TOR, BOB SLOTE, SCOT T R ANKIN, RENEE D’ARC Y, ANDRE W C AMBOURIS, THOMAS MCNULT Y

THANK YOU_

A huge thank you to my family and friends for supporting me all these years. Thanks to my mom who is my biggest fan. To Simon Lau for putting up with me and giving me the opportunity to learn and grow. A special thank you to Sa Nguyen for his friendship and encouragement and for helping me with my photoshoot. The boooooook! Thank you to my dear friend, Andrea Yung Toth, for endless inspiration, conversation, and laughter. Lastly, thank you to Glenn Domingo for pushing me to the finish line. I love you.

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Matthew Park Portfolio  

My work at the Academy of Art University San Francisco.