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SY NAPSE G raphic D esign e r

GINN Y WA NG Web

GINN Y DES IGN.C OM


G I N N Y WA N G | G raphic D esign e r


SYSY N ANPASPES E| G| ra G ra dudu ate ate Por Por t folio t folio

I CAME INTO THIS WITH A HEAD FULL OF ASSUMPTIONS AND NOW I LEAVE WITH A HEAD FULL OF IDEAS.

A N INT RODUC T ION

I started my journey at the Academy of Art four years ago with little to no idea of what graphic design was. At the time, I defined design as advertisements with Helvetica and when people asked why I was going into this field, I couldn’t answer because I had no idea. Today, every moment of my life revolves around design. I’ve learned from both my time in school and out of school to think about how my actions can become a tool for storytelling and communication. Graphic design is no longer just Helvetica on a billboa rd. For me, it ’s a v isua l la ng uage of thoughts that help people ex press themselves and hopefully inspire others to think as well.


G I N N Y WA N G | G raphic D esign e r

TABLE OF CONTENTS

IT’S A NEW BLACK MARKET

VOICES FOR THE YEAR 2020

A CELEBRATION OF LOVEBIRDS

IDEO.ORG SENDS THEIR LOVE

Napste r reb ran ding

Exhib it d esign

Kate S pa d e b irdh ou ses

Annu al f un draising

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LOVE, LOST & FORGOTTEN

CONVERSATIONS OVERHEARD

FROM FARM TO TABLE TO YOU

HEY FRIEND, I’M BROKEN. FIX ME!

A Wong Kar-Wai f ilm festival

A type expe r im e nt book

B i-Rite d eli pa cka ging

G ra du ate th esis

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It ’s a new black market

IT’S A NEW BLACK MARKET NAPSTER REBRANDING

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Community

Unlimited access

Renegade

Secretive Desire

Commerce

A black market

Titl e

Typefa ces

GOA LS

A NY T HING YOU DESIRE

DIN PRO, V IT ES SE, SENT INEL

This project took a dead bra nd a nd re-imagined what it would be like if it were alive today. I choose Napster because the brand

In str u ctor

Ph otography

HUNT ER W IMMER

FOUND PHOTOGR A PHY

was a rebellious pioneer in the digital music industry at its prime. I aimed to maintain the values and personality of the original Napster brand while elevating it into a more sophisticated and

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Categor y

N AT URE OF IDENT IT Y

BR A NDING

complex business. A PPROACH

I started with a mind map, connecting the attributes of the Napster For m at

D ate

PRINT ED BOOK

FA LL 2012

brand with its audience. The biggest challenge was to transform Napster’s rebellious attitude of the 90s into a modern interpretation that could live today. Since their personality was rebellious and secretive, I expanded their model of easy access to free trade into an underground black market organization, where you could get anything you desired. Page

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BRAND EXPLORATION

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BR A ND EX PLOR AT ION

Napster’s black market is secretive, dangerous, and exclusive. I designed the shape of the logo mark to be abstract and not obvious. The strong, angled lines remind the viewer of shadows and caution tape. This sa me a ng ula r cut moves through the word ma rk to evoke the feeling of something hidden.

Logo mark & word mark may be used separately

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BR A ND EX T ENSION

This rebranding of Napster was not just about creating a new look, but also extending the brand to a new type of business, which would be appropriate for the brand’s target audience. The edgy, rebellious feel of Napster became transformed to a black market in which all sorts of illegal products and services would be sold.

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Voices for the year 2020

VOICES FOR THE YEAR 2020 EXHIBIT DESIGN

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W hat is a time capsule?

Interactivity

Family planning

Telling stories

W hat will be revealed in 2020?

Titl e

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GOA LS

VOICES OF 2020

T R A DE GOT HIC & C A ECILI A LT ST D

Voices of 2020 was a project for The William and Flora Hewlett Foundation. IDEO.org was given the task to make a time capsule to capture pledges from world leaders at the Family Planning

D esign Team

Creative D irector

GINNY WANG, STEVE KIM, CARLA LOPEZ

PAT RICE M A RT IN

B u sin ess D e velop m e nt Team

Categor y

The first thing my team and I did was to brainstorm how might we

JADE GREY & MAT T TAYLOR

EX HIBIT DESIGN

define a time capsule. Since the brief was very open-ended and the

2020 Summit. A PPROACH

capsule had to be mobile, we wanted to find a way to tell a story in a C lie nt

D ate

THE HEWLET T FOUNDAT ION

W INT ER 2013

short amount of time. After collecting stories from different countries and rapidly prototyping our ideas, we decided to tell five prominent stories of mothers, fathers, social workers, and young adults who all face the daily challenge of managing family planning.

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A celebration of lovebirds

A CELEBRATION OF LOVEBIRDS KATE SPADE BIRDHOUSES

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Created by a couple

Made for romance Feminine

F lirty

Bold

Colorful Love

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LOV EBIRDS FOR K AT E SPA DE

FU T UR A & CUSTOM T Y PE

This project was about creating and packaging a birdhouse for a brand of your choice. I picked Kate Spade because of their distinctive

In str u ctor

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TOM MCNULT Y

GINNY WA NG

look and the opportunity to move the brand beyond its normal space of hand bags and clothing. I wanted to extend Kate Spade’s energ y and style to the wedding industry and challenge myself to make

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Categor y

PACK AGING 2

PACK AGING

a birdhouse that could be sold as a promotional product. A PPROACH

I started by researching the company history. Kate Spade was created For m at

D ate

BIRDHOUSE

SPRING 2013

by Kate and Jack Spade, who wanted to make something unique and practical for young women. I wanted to stay true to the story of the brand by making a set of birdhouses that celebrated the history of the couple as well as the shape of the bag that made them famous.

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DRAWING THE BIRDHOUSE

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BIRDHOUSE EX PLOR AT IONS

One of the challenges of creating a birdhouse for Kate Spade was to find a color scheme, pattern, and shape which matched their style and unique persona lit y. I decided to ta ke the form of the birdhouse from existing handbags, mixed with the textural style and color scheme from others.

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W himsical

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A ST UDY OF K AT E SPA DE

For inspiration, I gathered various photographs that captured wedding imagery along with Kate Spade’s youthful and practical energ y. I was inspired by nontraditional weddings, with strong color, contrast and femininity.

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IDEO.org sends their love

IDEO.ORG SENDS THEIR LOVE ANNUAL FUNDRAISING

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How might we raise funds for IDEO.org?

Sharing our story and our impact

Capturing Human- Centered Design on film

Spreading our message with an annual gif t

Titl e

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GOA LS

IDEO.ORG FUNDRAISING

MUSEO S A NS & T IS A

This project is IDEO.org’s annual fundraising gift. Our team was assigned the task to make a physical gift as well as a digital video to send to all donors, friends, and family. We had a two week turn

Team

Ph otography

GINNY WA NG, STACY BA RNES

STACY BA RNES & ROBIN BIGIO

C lie nt

Categor y

The team comprised of myself and Stacy Barnes with the help of

IDEO.ORG

FUNDR A ISING

Fred Dust, Jocelyn Wyatt, and Aaron Britt. Stacy and I divided the

around time, a small budget, and a long list of recipients. A PPROACH

deliverables, I took charge of the physical gift and she shot and For m at

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POSTC A RDS, PACK AGING, V IDEO

W INT ER 2013

directed the video. Our approach was to cover all grounds as fast as we could and send our gift out before Thanksgiving.

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Love , lost & forgotten

LOVE, LOST & FORGOTTEN A WONG-KAR WAI FILM FESTIVAL

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Lost memories Loneliness

Trapped in a city scape Reclusive

Eyes that have forgotten

Titl e

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GOA LS

EYES THAT HAVE FORGOTTEN

GOT H A M & S A BON

Wong Kar-Wai is a renowned Hong Kong film director, famous for combining lush beautiful scenery with condensed and gritty

In str u ctor

Ph otography

HUNT ER W IMMER & CHRIS MORL A N

GINNY WA NG

cityscapes. This project was to make materials for a hypothetical film festival that celebrates and highlights a body of work from a chosen director.

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Categor y

A PPROACH

INT EGR AT ED COMMUNIC AT IONS

SY ST EM DESIGN

I started by watching a series of Wong Kar-Wai movies and looking for common themes and motifs. When making his films, he writes the

For m at

D ate

VA RIOUS COLL AT ER A L

SPRING 2012

script at the same time as he shoots, so the stories form organically and have recurring ideas of lost love. I took his themes of loneliness and lost memories to inspire the design aesthetic used to fabricate the products and materials for the film festival.

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Conversations overheard

CONVERSATIONS OVERHEARD A TYPE EXPERIMENT BOOK

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G oing for a walk

Capturing conversations Hearing snippets

Re-interpreting what they mean

Titl e

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GOA LS

CONFESSIONS OF A SNIPPET THIEF

H A ND DR AW N & A RCHER

The goal of this project is to record a daily activity and create a book from your experiences. One of the most common daily occurrence that

In str u ctor

Ph otography

STA N ZIENK A

GINNY WA NG

I come across is hearing snippets of conversation from people that I pass ever yday. My goa l for this project is to play w ith t y pography a nd photography to reinterpret the conversations that I hear.

Course

Categor y

A PPROACH

T Y PE EX PERIMENT S

BOOK DESIGN

I approached this project by taking a walk everyday and opening my ears to the environment around me. My hypothesis is that people

For m at

D ate

BOOK

SPRING 2011

have different conversations during different times of the day and I was delighted to guess what people were talking about. My method was to let the conversations direct the artwork and type as well as make the images look like a dream.

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From farm to table to you

FROM FARM TO TABLE TO YOU BI-RITE DELI PACKAGING

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Family business

O rganic

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GOA LS

BI-RITE DELI

T R A DE GOT HIC & BROT HERS

This project asked us to create a packaging system for a deli of our choice. I choose Bi-Rite because they have a long history of quality, service, and community. A Bi-Rite deli would be a perfect addition

In str u ctor

Ph otography

TOM MCNULT Y

GINNY WA NG

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I started by researching the history of Bi-Rite, and taking inspiration

PACK AGING 2

PACK AGING

from the visual language of the goods they produce as well as the brands

to this growing family business. A PPROACH

they carry in their stores. The love of food is apparent to Bi-Rite, as they For m at

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FA LL 2012

only carry the highest quality food they can source and are extremely knowledgeable about how to best store, prepare, and present the goods they have. I decided to design a system of packaging that acknowledges the history of Bi-Rite as well as emphasizes the quality of ingredients and comfort of a well prepared meal.

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DESIGNING THE DELI

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DELI EX PLOR AT ION

The existing family of brands all express a sense of nostalgia and food-oriented imagery. I identified prominent attributes of the four existing brands so I could integrate qualities of the sub-brands into the style of the new deli.

BR A ND

BR A ND AT T RIBU T ES

Friendly service Family atmosphere Restaurant quality food

Food education Serving local neighborhoods Of fers cooking classes

Sweets , ice cream and baked goods Of fers local honey f lavored ice cream For younger audiences

Family owned farm 100% organic Strives for transparency

G ood for people on the go Utilitarian and functional Fun and younger look

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GRADUATE THESIS

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Hey friend , I’m broken . Fix me!

HEY FRIEND, I’M BROKEN. FIX ME! GRADUATE THESIS

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Broken electronics

E- waste

Bay Area repair workshops

Simplifying repair guides

Titl e

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GOA LS

FIX ME

DIN NEX T PRO & AV ENIR

It used to be that when an electronic device broke, I would end up replacing it with a new one. Frustrated by this pattern of waste, I

Adv isors

Ph otography

BOB SLOT E, G A STON YAGMOURI A N

GINNY WA NG

researched repair options, and discovered that with the right tools and instructions, it was easy enough for even someone like me to repair the broken screen on a phone. I created Fix Me to empower

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Categor y

MFA T HESIS

SY ST EM DESIGN

people like myself who are intimidated by broken devices with the instruction and confidence to be able to fix their problems. A PPROACH

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SPRING 2014

I started by surveying people about their electronic devices and I discovered that while most people are intimidated by repair, they do want to learn more about how to fix their devices. I researched local repair-oriented organizations and took these insights to create a system for educating and empowering people to overcome their apathy toward repairing their electronic devices. Page

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WITH MORE CONSUMER TECHNOLOGY TODAY, WE FACE THE GROWING ISSUE OF ELECTRONIC WASTE.

HOW DOES E-WA ST E WORK?

E-Waste is dangerous when someone in the system

The facilities that process this waste then reduce

isn’t playing fair. It starts when your iPod or

the items into post-consumer materials, which are

computer breaks and you donate it to the recycling

then sold to manufacturers. These manufacturers

center. Ideally, a responsible recycling center breaks

then produce parts and components that are sold

the devices apart and sorts the metal, glass, plastic,

to the producers of electronics products. These

and silicon in order to resell these components

products are sold to companies and end up in retail

to scrap processors.

stores to be sold back to you.

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FINDING MY AUDIENCE

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G I N N Y WA N G | G raphic D esign e r

+ AUDIENCE EX PLOR AT ION

In order to find a style that would be effective, I identified the qualities of my audience and created several audience archetypes along a spectrum. With this, I identified the type of person who I was specifically targeting.

Jeremy 2 to 3 devices Inquisitive by nature Early 30s

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Hannah 3 to 4 devices Practical with money Mid to late 20s


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FIX ME DARK GREY CMYK

31, 24, 25, 0 RGB

179, 180, 179 HEX

636463

FIX ME YELLOW CMYK

0, 28, 95, 0 RGB

254, 189, 34 HEX

FEBD22

FIX ME LIGHT GREY CMYK

8, 6, 7, 0 RGB

233, 231, 229 HEX

E8E7E5

FIX ME TEAL

FIX ME RED

CMYK

CMYK

78, 17, 31, 0

0, 87, 90, 0

RGB

RGB

15, 161, 174

240, 72, 47

HEX

HEX

OFA1AE

F0482F Page

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YO ANDREW WHY DID Y HINK IT W GOOD IDEA G I N N Y WA N G | G raphic D esign e r

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ABCDEFGHIJKMLNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKMLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

D in Next LT Pro Condensed

Avenir 35 Light

ABCDEFGHIJKMLNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKMLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

D in Next LT Pro Medium Condensed

Avenir 35 Light Oblique

0123456789

D in Next LT Pro Light Condensed

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SYNAPSE A graduate portfolio project. Written and designed by Ginny Wang. Graduate student of the Academy of Art University 79 New Montgomery Street Fifth Floor San Francisco, California 94108, USA. View more work by Ginny at ginnydesign.com. To report errors, please send a note to ginnywwang@gmail.com Graphic Design Department Chair: Mary Scott Department Director: Phil Hamelett Associate Dept. Director: Hunter Wimmer Graduate Advisor: Dawn Danby, Bob Slote & Gaston Yagmourian Printing and binding by Blurb All images by Ginny Wang Typeface: Blender and Sentinel

A LL RIGHT S RESERV ED

Copyright Š 2014 Ginny Wang Printed and bound in the United States of America


THANK YOU TO THOSE WHO HAVE SUPPORTED MY JOURNEY THROUGH THIS MFA PROCESS.

TO MY FA MILY

TO SUFI A N

Thank you for believing in me enough to put me through school a

What can I say? You got the short straw and ended up dealing with

second time. My hope is that this thesis project validates your faith

my countless all nighters and designer idiosyncrasies. Thank you

in my incredibly long academic path and that you know that I love

for feeding me, making sure I occasionally slept and for being the

you and couldn’t have done this without you.

best significant other a girl could ask for.

TO MY T E ACHERS

TO MY A DV ISORS

You are my guides into the design world. I want to thank Mary Scott,

Dawn Danby, thank you for kickstarting this thesis process. Bob

Phil Hamlett, Hunter Wimmer, Bob Slote, Lian Ng, Tom McNulty,

Slote, thank you for being patient, supportive and allowing me to

Shel Perkins, Stan Zienka, Scott Tong, Brandon Callahan, Michael

explore different ideas. To Gaston, thank you isn’t really enough

Kilgore, Collin Sebestyen, and Christopher Morlan.

to say how much I appreciate your guidance and friendship.


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