The Journey Through The World Of (De)Construction Academy of Art University 2020–2023

CHARLES Q DUONG

>>MA Graphic Design Portfolio of Charles Q Duong

The Journey Through The World Of (De)Construction Academy Of Art University 2020–2023

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CHARLES Q DUONG

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CHARLES Q DUONG

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COPYRIGHT @2023 CHARLES Q DUONG All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photo-copying, recording or otherwise w i t h o u t p e r m i s s i o n f r o m c o p y r i g h t h o l d e r.

Charles Q Duong charlesqduongdesign@gmail.com [2

ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

[About This Po r t f o l i o ]

My portfolio documents my educational journey in design, focusing on the process of deconstructing elements such as typography, imagery, and layouts. This approach challenges conventional ideas and opens up new possibilities. Through this collection, I display my growth in graphic design, reflecting my unwavering commitment to continuous learning.

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

[ Ta b l e O f Contents]

Pa g e 6

Typification

Pa g e 1 6

Karl Blossfelt, Photographer

Pa g e 3 2

Unstable Presence, Exhibition

Pa g e 5 3

The Idea of Safety, Street Vendors

Pa g e 8 8

UN Global Issue Through Gallery

Pa g e 1 0 4

The Beauty of Xhosa Language

Pa g e 1 1 6

Papyrus: The Traditional Greeting Cards Store

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>>Deconstructing Typification

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ACADEMY OF ART UNIVERSIT Y

> P O S T E R D E S I G N : A N AT O M Y O F T Y P O G R A P H Y, G A R A M O N D , C A S L O N A N D D I D O T

[ O b j e c t i ve ]

CHARLES Q DUONG

In this project, I scrutinized the anatomy of three distinct typefaces, delving into their historical backgrounds and practical applications. I also conducted a detailed examination of the letter forms, with a particular focus on the curves, serifs, and letter weights.

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[ A p p ro a c h ]

After analyzing each typeface in depth, I created three visually captivating posters, emphasizing my improved understanding of the artistry and precision in typography. This project deepened my appreciation for typeface intricacies and their role in design and communication.

[ C O U R S E ] G R 6 1 7 // T Y P E F O R M S [ I N S T R U C T O R ] J O H N N E T T L E T O N [ S E M E S T E R ] S P R I N G 2 0

06 07

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ACADEMY OF ART UNIVERSIT Y

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[ DE 01] 02 03 04 05 06 07

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[ DE 01] 02 03 04 05 06 07

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[ DE 01] 02 03 04 05 06 07

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

>>Deconstructing Karl Blossfelt, Photographer

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> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ O b j e c t i ve ]

CHARLES Q DUONG

I was tasked with creating a stunning book to showcase the breathtaking photographs captured by Karl Blossfeldt. Through meticulous attention to detail and composition, Blossfeldt’s images highlight the intricate beauty present in plant life.

DE 01 [02] 03 04 05

[ A p p ro a c h ]

The book presents the exquisite close-up photographs of Karl Blossfeldt. The Imagines are captivating display of Blossfeldt’s mastery of capturing the beauty of botanical forms. The end result is a visual that is both informative and inspiring, offering an intimate glimpse into structures of nature.

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

06 07

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02] 03 04 05 06 07

> BOOK DESIGN : ROBERT BERESFORD\MASTER OF CAMER A K ARL BLOS SFELDT

[ C O U R S E ] G R 6 1 9 // T Y P E C O M P O S I T I O N [ I N S T R U C T O R ] P H I L I P H A M L E T T [ S E M E S T E R ] S U M M E R 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

>>Deconstructing Unstable Presence, Exhibition

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> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

[ O b j e c t i ve ]

CHARLES Q DUONG

For my exhibition project, Unstable Presence by Rafael Lozano Hemmer at SFMOMA. To recreate the visual look, focused on the use of unstable atmosphere similar to the exhibition.

The final outcomes is to present Unstable Presence in a new way.

DE 01 02 [03] 04 05

[ A p p ro a c h ]

The banners, magazines, and an App designed using minimalistic color palettes inspired by Rafael Lozano Hemmer’s artwork. The materials can be used by visitors during their visit to provide an interactive experience and visually striking design visitors can engage with the artwork in a more meaningful way.

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

06 07

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03] 04 05 06 07

> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

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ACADEMY OF ART UNIVERSIT Y

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> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03] 04 05 06 07

> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

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ACADEMY OF ART UNIVERSIT Y

> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03] 04 05 06 07

> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

[ C O U R S E ] G R 6 0 1 // T Y P E S Y S T E M S [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] FA L L 2 1

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03] 04 05 06 07

> T H E E X H I B I T I O N D E S I G N AT S F M O M A / U N S TA B L E P R E S E N C E : R A F E A L L O Z A N O H E M M E R

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

>>Deconstructing The Idea of Safety, Street Vendors

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> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ O b j e c t i ve ]

CHARLES Q DUONG

For this project, I was tasked to create a Visual and Branding System for a Street Vendor protection organization, my aim in the design evokes a sense of community and inclusivity, promoting a safe and thriving sale environment for all street vendors on the market.

DE 01 02 03 [04] 05

[ A p p ro a c h ]

The visual and branding system draws inspiration from the safety, friendly and alert by street vendors, including striking logo, promotional materials, a mobile app, and an organization event. The design goal is to help users interact with the organization in a digital space.

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

06 07

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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> B ran d i ng V i su al S y s tem D e sign : Street Vendor s \ Happy and S a fe B u s ine s s I n Tow n

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C TO R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C TO R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C TO R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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[DE 01 02 03 04] 05 06 07

> BRANDING VISUAL SYSTEM DESIGN : STREET VENDORS/ HAPPY AND SAFE BUSINESS ON THE STREET

[ C O U R S E ] G R 6 2 0 // V I S U A L T H I N K I N G [ I N S T R U C T O R ] S A N D R A I S L A [ S E M E S T E R ] FA L L 2 1

CHARLES Q DUONG

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W ( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

>>Deconstructing, UN Global Issue Through Gallery

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ O b j e c t i ve ]

CHARLES Q DUONG

In this project, I was addressing two of the UN Global Goals: Climate Action and Responsible Consumption.

I curated works from dedicated artists and photographers who focus on these issues, aiming to raise awareness through an online platform.

DE 01 02 03 04 [05]

[ A p p ro a c h ]

This project has led to the creation of an online gallery accessible on both desktop and mobile devices. The minimalist design and user-friendly navigation aim to effectively showcase and engaging experience for viewers while promoting sustainable fashion and responsible consumption.

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

06 07

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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> O N L I N E P L AT F O R M S Y S T E M : U N G L O B A L I S S U E / T E X T I L E W A S T E - G R E E N C L O T H I N G

[ C O U R S E ] G R 6 0 5 // D I G I TA L G R A P H I C S [ I N S T R U C T O R ] P H I L H A M L E T T [ S E M E S T E R ] S P R I N G 2 2

CHARLES Q DUONG

103]

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>>Deconstructing, The Beauty of Xhosa Language

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> E X P E R I M E N T L A N G U AG E : U N D E R S TA N D I N G X H O S A / T H E B E AU T Y P R O D U C T D E S I G N

[ O b j e c t i ve ]

CHARLES Q DUONG

This project, I was entrusted with the exploration of the Xhosa language.

Leveraging my knowledge and comprehension of this language and experiment of approaches. My goal was to appreciate its cultural significance and the diverse ways in which it can be applied and interpreted.

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[ A p p ro a c h ]

[06]

Throughout my experiments, I discovered the enchanting appeal of Tribal Make-Up, which fueled my inspiration to incorporate its elements into an eye shadow palette to showcasing the authentic and profound beauty of woven into this culturally rich tapestry.

[ C O U R S E ] G R 6 1 2 // T Y P E E X P E R I M E N T [ I N S T R U C T O R ] D AV I D H A K E [ S E M E S T E R ] FA L L 2 2

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CHARLES Q DUONG

107]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[108

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> E X P E R I M E N T L A N G U AG E : U N D E R S TA N D I N G X H O S A / T H E B E AU T Y P R O D U C T D E S I G N

[ C O U R S E ] G R 6 1 2 // T Y P E E X P E R I M E N T [ I N S T R U C T O R ] D AV I D H A K E [ S E M E S T E R ] FA L L 2 2

CHARLES Q DUONG

109]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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> E X P E R I M E N T L A N G U AG E : U N D E R S TA N D I N G X H O S A / T H E B E AU T Y P R O D U C T D E S I G N

[ C O U R S E ] G R 6 1 2 // T Y P E E X P E R I M E N T [ I N S T R U C T O R ] D AV I D H A K E [ S E M E S T E R ] FA L L 2 2

CHARLES Q DUONG

1 1 1]

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> E X P E R I M E N T L A N G U AG E : U N D E R S TA N D I N G X H O S A / T H E B E AU T Y P R O D U C T D E S I G N

[ C O U R S E ] G R 6 1 2 // T Y P E E X P E R I M E N T [ I N S T R U C T O R ] D AV I D H A K E [ S E M E S T E R ] FA L L 2 2

CHARLES Q DUONG

113]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

115]

( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

>>Deconstructing, Papyrus : The Traditional Greeting Cards Store

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ O b j e c t i ve ]

CHARLES Q DUONG

For this project, I was assigned of re-branding a dormant brand, and my choice was Papyrus. Guided by a comprehensive history of research and understanding of The Papyrus, I aimed to break free from convention, infusing Papyrus with a fresh identity, diverging from it is traditional image.

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06

Throughout our exploration, I accomplished transformed the Papyrus brand, from crafting a brand statement to enhancing market presentation with a fresh logo and optimizing service offerings. The introduction of a vibrant color palette added a celebratory touch, effectively engaging our target audience.

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

[07]

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CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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[120

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

1 2 1]

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[122

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

123]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[124

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

125]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[126

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

127]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[128

[DE 01 02 03 04 05 06 07]

> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

129]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[130

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

1 3 1]

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CHARLES Q DUONG

133]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[134

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

135]

( D E ) C O N S T R U C T I O N // FA L L 2 3

[136

ACADEMY OF ART UNIVERSIT Y

CHARLES Q DUONG

137]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[138

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

139]

( D E ) C O N S T R U C T I O N // FA L L 2 3

[140

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

1 4 1]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[142

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

143]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[144

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

145]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[146

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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[148

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[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

149]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

1 5 1]

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[152

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CHARLES Q DUONG

153]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[154

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CHARLES Q DUONG

155]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[156

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

157]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[158

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

159]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

1 6 1]

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[162

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CHARLES Q DUONG

163]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[164

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

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169]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

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CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

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[176

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

179]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

1 8 1]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[182

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

183]

( D E ) C O N S T R U C T I O N // FA L L 2 3

[184

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

185]

( D E ) C O N S T R U C T I O N // FA L L 2 3

ACADEMY OF ART UNIVERSIT Y

[186

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

187]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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[188

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> RE-BR ANDING : PAPYRUS/ BE YOND JU ST A GREE TING CARD

[ C O U R S E ] G R 6 0 4 // N AT U R E O F I D E N T I T Y [ I N S T R U C T O R ] H U N T E R W I M M E R [ S E M E S T E R ] S P R I N G 2 3

CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

[ T h a n k Yo u Note]

This marks the end of my educational journey with the Academy of Art. I want to extend a special thanks to all the instructors from AAU, including Mary Scott, John Nettleton, Sandra Isla, Phil Hamlett, David Hake, and Hunter Wimmer. They have guided me throughout the learning process, helping me become a designer and bringing me closer to my dream.

Secondly, I want to dedicate this portfolio to my family, especially my dad, mom, and two of my younger sisters, who have always been supportive and encouraging in pursuing my dream of becoming a designer. I can proudly say that I am the first one in our family tree to graduate with a Master’s Degree.

1 9 1]

( D E ) C O N S T R U C T I O N // FA L L 2 3

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CHARLES Q DUONG

[ T h a n k Yo u Note]

Finally, I want to express my heartfelt gratitude to all my friends who have been there for me throughout this journey. Your support and understanding have allowed me to express my true personality and have played a crucial role in shaping me into the better person I’ve become.

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[Colophon]

Student [MA] Charles Q Duong www.charlesqduong.design charlesqduongdesign@gmail.com Instructor Mary Scott Course MA Portfolio Semester Fall 2023 School Academy of Art University School of Graphic Design Printing and Binding Blurb Books Paper Stock Mohawk Superfine Eggshell ProLine Uncoated 100# Text Typefaces Franklin Gothic URW San de More Photography Internet

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CHARLES Q DUONG

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( D E ) C O N S T R U C T I O N // FA L L 2 3

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