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IT’S NOT WHAT I SEE BUT HOW I LOOK AT IT


IT’S NOT WHAT I SEE BUT HOW I LOOK AT IT s e l e c t e d w o r k s o f NUTCHANO K VO NG SWAT


copyright

p h o n e

academy of art university

A L L R I G H T R E S E R V E D . N O PA R T O F T H I S B O O K

415.990.2394

79 NEW MONTGOMERY STREET

MAY BE PRODUCED, IN ANY FORM OR BY ANY

SAN FRANCISCO, CA 94105

MEANS, WITHOUT THE WRITTEN PERMISSION

e-mail

O F N U T C H A N O K V O N G S W AT.

JANUARY_1501@HOTMAIL.COM

web N U T C H A N O K - V. C O M


INTRODUCTION A lot of people might see design as gathering information, making decisions and composition. However, when you look at the design more closely, you will realize that it’s more than that. Design is about visually communicating a concept or idea in a unique way. As a designer, it is also important to be able to look at a problem from all sides, at different angles and perspectives, but still maintaining the story and main message. Every design has a specific purpose, and nothing is arbitrary. Being a designer, I have learned to look at things more closely and in many different ways. I learned that every tiny detail in a design has its own purpose.


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TABLE OF CONTENTS

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IT’S NOT THE OXYGEN, BUT THE HYDROGEN SULFIDE THAT KEEPS US ALIVE.

page. 006-021

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IT’S NOT JUST ABOUT LOVE, BUT PERSPECTIVE.

page. 022-031

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IT’S NOT HOW OLD YOU ARE, BUT HOW YOU TAKE CARE OF YOURSELF.

page. 032-045

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IT’S NOT THE SLOW CHANGE, BUT THE SUDDEN.

page. 046-063

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IT’S NOT JUST THE QUALITY, BUT THE TASTE.

page. 064-071

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IT’S NOT JUST A PLACE FOR PEOPLE, BUT A PLACE FOR TREES.

page. 072-077

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IT’S NO LONGER ABOUT THE BAGS, BUT THE HOUSEHOLD APPLIANCES.

page. 078-089

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IT’S NOT THE PRESENT WE NEED TO VALUE, BUT THE PAST.

page. 090-105

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IT’S NOT JUST THE GROCERY LIST, BUT THE SHOPPING EXPERIENCE.

page. 106-153

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IT’S NOT JUST THE BRAND REPRESENTATION, BUT THE CONNECTION.

page. 154-165


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TYPOGRAPHY 4

ARIEL GREY

H2 S C O N F E R E N C E

[ p r o j e c t 01 ]

IT’S NOT THE OXYGEN, BUT THE HYDROGEN SULFIDE THAT KEEPS US ALIVE. duration

category

attributes

15 WEEKS

PRINT

E D U C AT I O N A L / C L E A N / T E C H N I C A L

target audience

deliverables

typeface

MEDICAL STUDENTS & SCIENTISTS

BOOK / POSTER / MAILER / KINETIC VIDEO

UNITED SERIF / BLENDER PRO

objective

overview

solution

To design a three day conference about a pertinent issue facing the selected topic. The project consists of designing a 48-page experimental book that addresses the topic of the conference, promotional poster, kinetic typographic video and direct mail piece.

I selected ‘Suspended Animation’ as my topic of the conference. Suspended animation is when a body is put into a state of indefinite preservation. Scientists have experimented with it on animals. Very low amount of hydrogen sulfide is used to bond to oxygen receptors, putting the animals into a state of suspended animation. Replacing the need for oxygen allows the animal to lower its metabolic rates to an extremely low level, but once the hydrogen sulfide is removed, the animal recovers without any side effects. The conference will educate the audience about suspended animation and how it could be useful in saving people’s lives.

Suspended animation is like extended sleep and with it a missing period of time. But in that time, a cure may have been discovered to save the patient. Like Rumpelstiltskin, the patient wakes to a new world filled with possibility. White gap, therefore, is introduced as a design element to represent the concept of pausing and resuming during the suspended animation. In addition, the fresh color palette and scientific looking typefaces are carefully chosen to help enhance the message and concept of the H 2 S conference.

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TYPOGRAPHY 4

ARIEL GREY

H2 S C O N F E R E N C E

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TYPOGRAPHY 4

ARIEL GREY

H2 S C O N F E R E N C E

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PRINT 1

MEGUMI KIYAMA

PA N TO N E P O S T E R S

duration

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attributes

7 WEEKS

PRINT

C O LO R F U L / FR E S H / RE L ATA B L E

target audience

deliverables

color

DESIGNERS

THREE 18”x 24” POSTERS

objective

overview

solution

To design a series of three posters to promote the Pantone Color Matching System, using the maximum of four colors in each poster. In addition, black could not be used, even with type. The concept is open to interpretation as long as it highlights each Pantone Color Palette used in the posters.

Love and relationships take work, commitment, and a willingness to adapt and change. Love often grows and changes. This is because human nature between the genders is different. They think differently, feel differently and react differently to even the same subject matter. Hence, good communication is a fundamental part of a healthy relationship. When a couple stops communicating well, they stop relating well. This often results in conflict and misunderstanding and therefore, each confrontation may widen the emotional distance and the relationship can irreparably deteriorate.

Inspired by the Ugly Truth movie and its poster, each Pantone poster represents a different stage of a relationship; the beginning, the middle and the end. Different perspectives between males and females in the relationship are also added in each of the stages to communicate the different thinking between the genders and how this thinking affects the relationship emotionally. The color palette becomes cooler as the relationship digresses.

[ project 02 ]

IT’S NOT JUST LOVE, BUT PERSPECTIVE.

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PRINT 1

MEGUMI KIYAMA

PA N TO N E P O S T E R S

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100% LOVE 032

50% LOVE LOVE

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MEGUMI KIYAMA

PA N TO N E P O S T E R S

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

PHARMACEUTICAL PROJECT

[ project 03 ]

IT’S NOT HOW OLD YOU ARE, BUT HOW YOU TAKE CARE OF YOURSELF. duration

category

attributes

5 WEEKS

PAC K AG I N G

C L E A N / SI M P L E / RE L I A B L E

target audience

deliverables

color

FEMALE AGES 35-55 YEARS OLD

8-10 PRODUCTS

objective

overview

solution

To create a brand new image, packaging structure and graphic application for a line of pharmaceutical products between eight to ten items.

With the growing number of baby-boomers heading for retirement and the elderly living longer, the challenge is to create a line of pharmaceutical products for people who suffer diseases related to aging. I focused on a common disease of most women, Osteoporosis. It is a condition characterized by a decrease in the density of bones, decreasing their strength and increasing their fragility. Hence, Osteoporosis literally leads to abnormally porous bones that compress, like a sponge. This disorder of the skeleton weakens the bones and results in frequent fractures.

The front label contains a dotted pattern background that is only visible on close inspection. This is a visual metaphor for the hidden nature of Osteoporosis which is the disease that doesn’t show symptoms until it becomes severe. The design also incorporates building blocks of color background to represent the idea of promoting strong and healthy bones.

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

PHARMACEUTICAL PROJECT

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Novar tis International AG CH-4002 Basel, Switzerland

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VITAMIN D

CALCIUM

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The recommended dose of Calcitonin Nasal Spray is one spray (150mg) per day

Inactive Ingredient:

Each bottle contains at least 30 doses.

CALCITONIN +

sodium chloride,

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chloride and

calcitonin-salmon

purified water

2200 I.U. per mL

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150

benzalkonium

milligrams

Store bottle in use at room temperature between

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15°C-30°C (59°F-86°F) in an upright position,

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between 2°C-8°C (36°F-46°F). Protect

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Expiration Date: 14 July 2011

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Novar tis International AG CH-4002 Basel, Switzerland w w w. n ova r t i s . c o m

CALCIUM

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* WA R N I N G : K E E P O U T O F R E A C H O F C H I L D R E N Store in a cool, dry place. +

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Product Code: BW-34895C +

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O t h e r I n g r e d i e n t s : Titanium Dioxide, Cellulose, Vegetable Acetoglycerides No Ar tificial Colors, Ar tificial Flavors, Sodium Free, No Wheat, No Gluten, No Soy, No Dair y, No Yeast

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Expiratin Date: 1 2 A u g u s t 2 015

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CALCIUM

Amount Per Serving %DV Calcium 1000mg 100% *Daily Value not establish

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Calcium is essential in our body. About 99% of the body’s calcium exist in the bones and its major function is building and maintaining strong bones and teeth

Supplement Facts Ser ving Size 3 Caplets Ser ving Per Container 75

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[ 3.7ML BOTTLE ]

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0

CIUM

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REFRIGERATE UNTIL OPENED

from freezing.

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Helps increase bone density and strength in patient with Osteoporosis

FOR INTRANASAL USE ONLY

Store unopened bottle in refrigerator

Product Code: BW- 348250L

N A S A L S P R AY

>

for up to 35 days.

w w w. n ova r t i s . c om

Novar tis International AG CH-4002 Basel, Switzerland

CALCITONIN

Active Ingredient:

CALCIUM

Amount Per Serving

%DV

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600 milligrams

D I E TA RY S U P P L E M E N T

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Increasing Calcium Intake Could Increase Bone Density And Reduce The Risk Of Osteoporosis

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Calcitonin is a hormone produced by the thyroid gland that lowers the levels of calcium and phosphate in the blood and promotes the formation of the bone.

w w w. n ova r t i s . c o m

CH-4002 Basel, Switzerland

*Daily Value not establish

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CALCITONIN

OMEGA 3 VIT

Amount Per Serving Vitamin D S u p 1000mg p l e m e n t F a 250% cts * D a i l y V aSer l u eving n oSize t e s3t Caplets ablish

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125%

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Magnesium 500mg

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I E TA RY Other Ingredients: Gelatin No Starch, No Sugar,DNo

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OMEGA 3

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VITAMIN B12 MAGNESIUM

Calcium is essential in our body. About 99% of the body’s calcium exist in the bones and its major function is building and maintaining %DV strong bones and teeth

Ser ving Per Container 180 Calcium 1000mg 100% Other Ingredients: Fish Body Oil, Gelatin, Glycerin, Ser ving Per Container 75 * D a i l y V a l u e n o t e s t a b l i s h Vitamin E, Enteric Coating, No Sugar, Starch,Ar tificialO t h e r I n g r e d i e n t s : Dicalcium phosphate, + + + + + + SUPPLEMENT + + + + + + + Cellulose, + D I E TFree, A R Y S U P P>L E M E >N T > > Flavors, No> Preser vatives, No No Sugar, No Ar tificial > > > > > Colors, > No Ar tificial > > > > Colors, No Ar tificial Flavors, Sodium O t h e r I n g r e d i e n t s : Titanium Dioxide, Cellulose, Vegetable + + + + + + + + Ar tificial Color, No Ar tificial Flavors, No Wheat, D I E T A R Y S U P P L E M E> N T > > Sodium > > > > > > > > > Wheat, No Gluten, No Corn, No Dair y, No Yeast Increasing Vitamin B12 Intake No Dair y, Yeast Acetoglycerides No Ar tificial Colors, Ar tificial Flavors, Sodium No> Gluten,> No Dair> y, Yeast Potency [ 1000 ] > > No Wheat, > > Free m illigram sFree [ 9 0 0 m i l>l i g r a m s> ] Free, No Gluten, No Corn, No Soy, [ >6 0 0 m i l>l i g r a m s > ] Increasing Omega 3 Inake Could Could Increase Bone Density And * WA R N I N G : K E E P O U T O F R E A C H O F C H I L D R E N Free, No Wheat, No Gluten, No Soy, No Dair y, No Yeast Increasing Magnesium 3 Inake Could WARisk R N I Of N GOsteoporosis : K E E P O U T O F R E A C H O F C H I L D R E*NW A R N I N G : K E E P O U T O F R E A C H O F C HIncrease * WA R N I N G : K E E P O U T O L D R E N *The I L D R E NBone Density And Reduce mFi R l lEiAgCrHa O mFs C H IReduce Increase Bone Density And Reduce Stor e i n a c ool , P r o d u c t C o d e : Expiration Date: rams * W A R N I N GThe : K Risk E E P Of O UOsteoporosis T O F R E A C H O F C Hm I Li Dl lRi Eg N dr y place. BW - 2 5 3 614 D 9 D e c e m b e r 2 015 Risk Of Osteoporosis [ 6Date: m i l l i gExpiration r a m s TheDate: Product Code: 0 TStore A B L E in T Sa ]cool, Store in a cool, Product Code: Expiration Store in a cool, P r o d u c t C o dmei: l l i g Er xa pmi rsa t i o n D a t e : + + + + + + + + + + + + + + + dr y place. BW- 598634M 24 May 2014 dr y place.+ + + +BW-+ 348765A 17 April [2015 S t o r e i n a c o o9 r oFdTu cG t E C oLdSe : ] Expiratin Date: d r y p l a c e . B W 2 1 5 97 D 3 J a n u a r y 2l ,001 5SPO ] 1 2 0 C A P S U L E S [ + + + + + + + Ser ving Per Container 120

Other Ingredients: Dextrose, Di-Calcium Phosphate, Whole Brown Rice Powder (Or yza sativa) No Starch, No Ar tificial Color, No Ar tificial Flavors, No Preser vatives, Sodium Free, No Wheat, No Gluten, No Soy

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Ser ving Size 1 Soft Gels

VITAMIN D

Amount Per Serving %DV Omega 3 900mg 100% Supplement Facts *Daily Value not establish Ser ving Size 1 Tablet

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[ 500 milligrams ]

Supplement Facts

Ser ving Size 1 Soft Gels %DV Ser ving Per Container 60

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MAGNESIUM

[ 500 milligrams ]

Amount Per Serving %DV Vitamin B12 500mg 8333% * D a i l y Va l u e n ot e st a b l i s h

OMEGA 3

Magnesium balances the body’s calcium supply and keeping it from Supplement Facts being excreted.

MAGNESIUM

Vitamin D promotes the absorption of calcium and phosphorus. It regulates how much calcium is deposited in bones and teeth.

Omega 3 prevents the release of chemicals that cause the breakdown of bone cells. Novar tis International AG

Supplement Facts Ser ving Size 1 Tablet Ser ving Per Container 250

Novar tis International AG CH-4002 Basel, Switzerland w w w. n ova r t i s . c om

VITAMIN B12

VITAMIN B 12

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People with vitamin B12 levels lower than 148pM/L were at greater risk of osteoporosis than those with higher levels. Novar tis International AG CH-4002 Basel, Switzerland w w w. n ova r t i s . c om

Novar tis International AG CH-4002 Basel, Switzerland w w w. n ova r t i s . c om

N U TC H A N O K V O N G S W AT

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IBANDRONATE >

Ibandronate is a nitrogen-containing bisphosphonate that inhibits osteoclast mediated bone resorption. It helps to decrease activity of the cells that cause bone loss after menopause.

Take 1 tablet every month on your chosen day after you get up and before taking your first food, drink, or other medicine

Swallow one tablet with a full glass (6-80z) of plain water. > DO NOT take it with mineral water, Coffee, Tea or Juice

>

O t h e r I n g r e d i e n t s : Lactose Monohydrate, Povidone, Microcrystalline Cellulose, Crospovidone, Purified Stearic Acid, Colloidal Silicon Dioxide and puified water. The tablet film coating contains Hypromellose, Titanium Dioxide, Talc, Polyethylene Glycol 6000 and Purified Water.

Product Code: B W - 3 97 5 8 2 T

Store at room temp 59-86 Fahrenheit

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* W A R N I N G :

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Expiration Date: 1 1 M a r c h 2 01 2

* See accompanying circular for complete dosage information

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Treatment or Prevention for patients with Osteoporosis by maintaining or improving bone mass

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IBANDRONATE

IBANDRONATE

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[ 3 PAC K S - O N E TA B L E T / PAC K ]

150 milligrams

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ONCE MONTHLY

IBANDRONATE

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

PHARMACEUTICAL PROJECT


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T H O M A S M C N U LT Y

PHARMACEUTICAL PROJECT

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T H O M A S M C N U LT Y

PHARMACEUTICAL PROJECT

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IDENTITY 2

TODD HEDGPETH

FOREVER 21 BRAND BOOK

[ project 04 ]

IT’S NOT THE SLOW CHANGE, BUT THE SUDDEN. duration

category

attributes

15 WEEKS

IDENTITY / PRINT

E D G Y / B O L D / S O P H I S T I C AT E D

target audience

deliverables

color

DESIGNERS

LO G O / V I S U A L S TA N D A R D S

objective

overview

solution

To redesign the corporate identity of a high profile company in order to match the current market. Students would develop a new U.S.P which would drive the concept and creative execution of the project.

Forever 21 is an American Chain of clothing retailers that is growing quickly in over twenty countries around the world. It features new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make a young women’s look come together at the right price. Forever 21 provides shoppers with an unprecedented selection of today’s fashions, that is always changing and always in style.

The new U.S.P, “The Latest Trends at the Best Price” is developed with the new tagline, “Every Mood Every Move.” The overall visual standard is designed in a magazine layout, featuring images of models in a campaign. To make the visuals more edgy and put more focused on the clothing, all images are in black and white on a strong greyscale graphic pattern to let the bright and colorful clothes standout.

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IDENTITY 2

TODD HEDGPETH

FOREVER 21 BRAND BOOK

FOREVER 21

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IDENTITY 2

TODD HEDGPETH

FOREVER 21 BRAND BOOK

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IDENTITY 2

TODD HEDGPETH

FOREVER 21 BRAND BOOK

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IDENTITY 2

TODD HEDGPETH

FOREVER 21 BRAND BOOK

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PAC K AG E D E S I G N 1

CHRISTINE GEORGE

HONEY

[ project 05 ]

IT’S NOT JUST THE QUALITY, BUT THE TASTE. duration

category

attributes

7 WEEKS

PAC K AG I N G

V I V I D / L I V E LY / Q U A L I T Y

target audience

deliverables

color

HOUSEWIVES

8-10 PRODUCTS

objective

overview

solution

To redesign identity and packaging for an existing honey company to ideally target its audience in order to position itself in front of its successful competitors.

Sue Bee Honey is not only delicious; it is purified to ensure maximum quality. Samples of all honey are tested and graded for clarity, type, flavor, moisture and color. The most advanced methods are used to ensure that every grade of honey packed under the Sue Bee label is the finest available anywhere.

Honey’s flavor depends on which flowers the bees are on, hence, the background label design features an abstract illustration of the flower to represent its own distinct flavor. A fresh color palette is coordinated with each flavor. This helps guide the customers to the flavor they are looking for. In addition, the package is in the shape of hexagon, which is usually associated with bees and honey.

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CHRISTINE GEORGE

HONEY

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PAC K AG E D E S I G N 1

CHRISTINE GEORGE

HONEY

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GRAPHIC DESIGN 2

T H O M A S M C N U LT Y

THE URBAN FOREST PROJECT

[ project 06 ]

IT’S NOT JUST A PLACE FOR PEOPLE, BUT A PLACE FOR TREES. duration

category

attributes

7 WEEKS

PRINT

ENERGETIC / MODERN / CLEAN

target audience

deliverables

color

PEDESTRIAN OF ALL AGES

31” BY 62” BANNER

objective

overview

solution

To create 31” by 62” banners for the Urban Forest Project using the form of, or metaphor for, the tree to make a powerful visual statement about the environment.

The project is a series of unprecedented outdoor exhibitions, taking root in cities around the world. This unique environmental public arts and educational initiative calls on artists, designers as well as students in each location to employ the idea or form of the tree to make a powerful visual statement on banners that are displayed throughout the community. The tree is a metaphor for sustainability and, in that spirit the banners at the close of each exhibition are recycled into totebags and auctioned off to raise money for local environmental and urban forestry initiatives. The program can easily be adapted to address a number of green, educational and creative initiatives in a variety of ways to shape a project that is unique and expressive of the local community.

First concept: even though our city has changed drastically from the past, in that we are now surrounded by concrete buildings and fewer trees, trees are still part of our world and are critical to the eco balance of life. I created a tree in a graffiti style to portray the concept that trees are part of our city. I used the tagline ‘xoxo’ to express in a whimsical manner our love of trees and nature. Second concept: trees serve as shelter and also maintain a fragile eco-balance we live in. Umbrellas are usually associated with the idea of protection since they shelter us from heavy rain and sunshine. Therefore, the umbrella handle is combined with the tree in the design to represent the concept that trees help to protect our earth.

I have come up with two different concepts for the banner. The first concept represents the idea that there is always a place for trees in our city. The second concept is to represent the idea that trees act to protect our planet.

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GRAPHIC DESIGN 2

T H O M A S M C N U LT Y

THE URBAN FOREST PROJECT

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

HOUSEHOLD APPLIANCES

[ project 07 ]

IT’S NO LONGER ABOUT THE BAGS, BUT THE HOME APPLIANCES. duration

category

attributes

8 WEEKS

PAC K AG I N G

FUN / COLORFUL / BOLD

target audience

deliverables

color

COLLEGE GIRLS

FIVE PRODUCTS

objective

overview

solution

To create a packaging system for a new line of household appliances for an existing company that is not associated with home décor and appliances. The packaging design should match the brand’s identity. In addition, this new line of household appliances could help broaden the company’s brand recognition to a wider target audience.

In 1974, LeSportsac introduced a collection of fold-in-a-pouch parachute nylon bags and luggage. Since then, LeSportsac has become an American icon and a leading manufacturer of functional and chic handbags sold in over twenty countries around the world. The product line is a complete range of handbags, backpacks travel bags, totes, messenger bags, attachés and accessories. The Collection’s trademarks have sporty American styling, a wide color and print assortment and lightweight functionality with high performance fabrics and hardware.

LeSportsac’s target audience is teenage girls. The company is well-known for its bold and colorful patterns. The products of its household line are carefully selected to suit its audiences youthful and fun lifestyle. The company selected colorful, modern and fun products that are appealing to teenagers, such as a camera, table lamp, pillow, wall clock and study chair. In addition, a bold graphic pattern unique to each products is incorporated into the design to maintain Lesportsac’s aesthetic.

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

HOUSEHOLD APPLIANCES

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

HOUSEHOLD APPLIANCES

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

HOUSEHOLD APPLIANCES

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PAC K AG E D E S I G N 3

T H O M A S M C N U LT Y

HOUSEHOLD APPLIANCES

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TYPOGRAPHY 3

ARIEL GREY

PA R T I C L E S PA P E R P R O M OT I O N

[ project 08 ]

IT’S NOT THE PRESENT WE NEED TO VALUE, BUT THE PAST. duration

category

attributes

15 WEEKS

PRINT

MEMORIES / SOFT / ORGANIC

target audience

deliverables

typeface

DESIGNERS

B O O K / P O S T E R / S W ATC H C A R D S / W E B

JANSON

objective

overview

solution

To design a paper promotion package for a line of paper by an existing paper company. The promotion includes a 48-page promotional book, swatch cards, swatch container, poster and website. The subject matter is open for selection, but it must be derived from unique aspects of the products, such as its name, colors and textures.

I chose Particles Paper from Curious Collection. It is a premium recycled paper filled with little bits of flecks and sprinkles of white, gold and silver. Curious Particles offer the look and feel of handmade paper with the advantages of a machine-produced sheet.

The book features different stages of my life and how the pieces of my past helped me to become who I am today. Broken type and pieces of images are incorporated to emphasize the ‘Particles’ concept.

I developed my concept directly from the name of the paper as well as its main characteristics. Our life is full of choices and each choice or each stage of our life is a particle of a whole. There are times that we cannot explain the reason for the decisions we have made. However, what is more important than the cause is the ability to accept that we, as human beings, make mistakes. No one is perfect and everybody needs to live and learn from their past. The whole point is to remember and recall from each experience and be thankful to the past for it helps to fulfill the future.

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TYPOGRAPHY 3

ARIEL GREY

PA R T I C L E S PA P E R P R O M OT I O N

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TYPOGRAPHY 3

ARIEL GREY

PA R T I C L E S PA P E R P R O M OT I O N

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TYPOGRAPHY 3

ARIEL GREY

PA R T I C L E S PA P E R P R O M OT I O N

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TYPOGRAPHY 3

ARIEL GREY

PA R T I C L E S PA P E R P R O M OT I O N

• PARTICLES COLLECTION •

• OVERVIEW •

• PARTICLES COLLECTION •

• OVERVIEW •

Curious collection is a division of ArjoWiggins, the world’s leading manufacture of creative eco-sustainable paper that isn’t afraid to change with the times.Curious company has been all about technical innovation married to-or at least on an intimate footing withpassionate craftsmanship. Their Collection offers an “outside the box” sensory experience. Special finishes and treatment and love to “touch” a surface that feels different are what set Curious Collection apart from other paper company. Curious Particles is a premium recycled paper filled with little pale fibres, colored fibres, speckles and sprinkles visible to the eye. Curious Particles contains 40% post consumer and 35% pre consumer recycled fibre with the remaining pulp derived from well-managed forests. It is manufactured by an ISO14001 certified mill. It is also FSC certified, Acid Free and Elementally Chlorine Free. It has the look and feel of handmade paper that combines with all of the advantages of quality controlled machine made papers. These characteristics make Curious Particles high quality paper with the highest post-consumer waste content.

• PARTICLES COLLECTION •

GOLD: text- 70lb cover - 92 lb magnified to show particles

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

[ project 09 ]

IT’S NOT JUST THE GROCERY LISTS, BUT THE SHOPPING EXPERIENCE. duration

category

attributes

15 WEEKS

PAC K AG I N G

M O D E R N / F R I E N D LY / Q U A L I T Y

target audience

deliverables

color

FEMALE AGES 35-55 YEARS OLD

147 SKU

VARIOUS

objective

overview

solution

In this group project, the assignment was to create a subsidiary store to target called, “Aero” that would compete with William-Sonoma and Crate & Barrel while still maintaining Target’s promise to its customers. The goal of the project is to develop the brand names, create brand identities and packaging for products in the store as well as understand the difference between the terms private brands, branded house and house of brands.

Target is a shopping destination that delivers outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling their ‘Expect More. Pay Less’ brand promise. Expect more of everything. More great design, more choices and more designer-created items that customers won’t find anywhere else or for less money. Target is always concerned about their customers and responding to the customers’ wants and needs, from the layout of the stores to the products sold in the stores.

The team focused on taking the Target mantra of dedicating themselves to good design and applied it to a higher price point store and a more sophisticated audience. We wanted Aero to be a shopping destination that offers customers both services and products which focuses on the needs of modern consumers: efficiency of time, space, and materials, as well as reliable and high-quality products. Aero’s brand promise, “Expect More From Life” is developed from the Target’s existing motto, “Expect More. Pay Less.” Therefore, customers can trust that they will be receiving the same satisfactory experience that they have had with Target. Aero store does not only consist of the Aero brand but also house of brands and branded house of food, house care and bakery line.

The project is featured by Michael Osborne in the Dieline/HOW LIVE Conference 2011 in Chicago. Team members: Bovornrat Kasemkamolkij, Ilse Rieby, Nutchanok Vongswat, Wei Sun

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Aero is a full-service shopping experience. Our Aero store brand focuses on offering high-quality, well-designed products and design, and infusing them with our “Expect More From Life” promise.

TRUSTWORTHY

AUTHENTIC

FRESH

FUN

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

HONEST

food

Bon Santé brand insists that consumers receive the most value and quality in their food products. The packaging structures are intended to display the contents rather than hide them, thereby showcasing the brand’s finest, gourmet ingredients.

QUALITY

ARTISAN

RELIABLE

GOURMET

CLEAN

housecare

Tidy performance products have a distinct personality and a strong voice, allowing them to speak for themselves. They get the job done and both the packaging and products will tell you so.

FUNCTIONAL

LIGHTHEARTED

DISTINCTIVE

BOLD

INDULGENT

bakery

Bittersweet is about indulgence-plain and simple. With an onsite cafe, Bittersweet reminds customers to stop and enjoy the sweet life, while the products and packaging also make it the perfect place to select a gift.

APPROACHABLE

FLAVORFUL

FUN

CUTE

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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PAC K AG E D E S I G N 4

MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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MICHAEL OSBORNE

AERO PROJECT

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VARIOUS

VARIOUS

IDENTITY

[ project 10 ]

IT’S NOT THE BRAND REPRESENTATION BUT THE CONNECTION. duration

category

attributes

ONE TO FIFTEEN WEEKS

IDENTITY

VARIOUS

quatity

deliverables

color

NINE

LOGO

B&W AND COLORS

objective

overview

solution

To design a visual and powerful identity that reflects and communicates the spirit of companies, groups and individuals.

Logos are graphic representations or symbols that are uniquely designed to represent the company. The logo is an integral part of a company’s brand strategy. Therefore, each logo has its own story and meaning to help connect the brand with its customers.

This section is a collection of some of the logos I created throughout the course of my education. They are presented in both black and white and in color in order to show the logos’ versatility. I conducted extensive research about each subject’s identity to be able to develop a strong logo that represents each specific client.

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VARIOUS

IDENTITY

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VARIOUS

IDENTITY

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VARIOUS

IDENTITY

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VARIOUS

IDENTITY

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VARIOUS

IDENTITY

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THANK YOU my family

my friends

my instructor

This has been a long but wonderful journey and I would not have been able to do it without the support from my dearest family. Thank you for always being there for me even though we live in different parts of the world. I very much appreciate you constantly reminding me to take care of myself and my health. A really special thanks to my sister, May, who has stayed with me throughout the whole journey, being so supportive and tolerating my frustration during my finals. I really love you all.

My schoolmates, especially Karin and Ploy. Thank you for your inspiring ideas and never ending support for the past years. Without you, I would not have made it this far.

Last but not least, many thanks to all the supportive Academy of Art University instructors who taught and inspired me: Mary Scott, Audrey Donaldson, Scot Crisp, Thomas McNulty, Ariel Grey, Tom Sieu, Hedgpeth Todd, Megumi Kiyama, Michael Osborne, Christine George, Scott Rankin, Hunter Wimmer.

My friends, especially the in2ant0, Petch, Eung, Anan, View, Pry, P’tem, P’film, T, P’Aim. Thank you for always standing by me during my challenging times. Your friendship, the laughter and tears we shared has made my four years in San Francisco such a wonderful experience that I’ll never forget.


COLOPHON d e s i g n e r N U TC H A N O K V O N G S W AT

p h o t o g r a p h e r N U TC H A N O K V O N G S W AT

t y p e f a c e BAUER BODONI, DIN

p r i n t e r PROGRESSIVE SOLUTIONS 2170 MARTIN AVENUE S A N TA C L A R A , C A 9 5 0 5 0

p a p e r NEENAH ENVIRONMENT 80LB

binder THE KEY PRINTING AND BINDING 5851 OCEAN VIEW DRIVE OAKLAND, CA 94618

camera CANON EOS450D

p r i n t e r EPSON R1900

s c a n n e r EPSON CX4800

s o f t w a r e A D O B E C R E AT I V E S U I T E C S 5


It's Not What I See But How I Lok At It  

Summer2010, Senior Portfolio

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