MFA Graphic Design Portfolio

Portfolio of Sunj ung Pa rk

Revealing the yet unimagined possibilities

Portfolio of Sunjung Park

Revealing the yet unimagined possibilities

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DEDICATION This book is dedicated to the people who have supported me with love.

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INTRODUCTION

CONCEPT

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Guiding concept

Revealing CONCEPT The process of revealing is the core of good design work. As a graphic designer, I’m inspired to reveal the visible and invisible connections between people and find the deeper meanings in things that exist in the world and how these meanings spread through people’s lives and society. At the same time, I’m always engaged and passionate about finding practical solutions through my design work.

During the MFA degree process at AAU, I’ve gone through a lot of growth and learned a great deal. I’ve found that revealing hidden values and ideas is not always easy. To reveal something, I always start with vague hints and suggestions. It’s similar to being in a fog and then working through the indistinctness to find clarity. Sometimes I’ve had difficulties and have had to accept limitations; however, when I push myself and reach the uncovered values and make them visible through my work, I have a great sense of excitement and achievement. This book is a collection of my efforts through design to reveal the things that are hidden.

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CopyrightŠ 2017 by Sunjung Park All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic, mechanical, including photography or any storage and retrieval system, without prior written permission. Respect copyrights, encourage creativity!

TABLE OF CONTENTS

DISCLOSURES CHAPTERS 01-11

Contents revealed

Table of contents REVEALING 01: DISCOVER Discover the new horizons of exploration REVEALING 02: ILLUMINATE Illuminate the inner realms of darkness REVEALING 03: EXPOSE Expose the hidden dimensions of architecture REVEALING 04: INFORM Inform on how to survive climate change REVEALING 05: RECOVER Recover from a night of excess with traditional recipes REVEALING 06: CLAIM Claim the lost values of a traditional lifestyle REVEALING 07: REALIZE Realize the forgotten enjoyment of communication REVEALING 08: TRANSMIT Transmit updates on high quality nightlife options REVEALING 09: OFFER Offer knowledge of alternative medicine and cures REVEALING 10: DELIVER Deliver a better way to promote a pet shop in SF REVEALING 11: MFA THESIS – SPREAD Spread a new approach to gun safety education

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CHAPTER 01. DISCOVER

NATIONAL GEOGRAPHIC SOCIETY

PROJECT Re-branding National Geographic Society CREATIVE FIELD Brand Identity, Design Strategy, UI/UX DELIVERABLES Deliverables: A brand standards guide, a brand development guide, brand visual guidelines, a brand website

Revealing 01: Discover

Discover the new horizons of exploration COURSE The Nature of Identity INSTRUCTOR / CLIENT Hunter Wimmer, Academy of Art University YEAR Spring 2017 TIMELINE 15 weeks KEYWORDS Exploration, Education, Experimentation TYPEFACE Forza, Mercury Text G1

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OBJECTIVE To select a defunct or dying company and redesign its brand identity with an expanded future vision. Research involved the brand history, possible future audiences, a new vision for the future, and the new brand direction.

The main goal of this project was to create a new visual identity based on the original brand spirit along with the visual guidelines and a website which would detail National Geographic Society’s (NGS) expansion.

APPROACH I emphasized the brand’s original dedication to changing the world and their belief in the power of science, education, and discovery. I redesigned their logo and website and created other deliverables emphasizing NGS’ foundational mission of improving humanity’s understanding of nature, culture, and science.

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CHAPTER 02. ILLUMINATE

DAVID LYNCH FILM FESTIVAL BRANDING

PROJECT David Lynch film festival branding CREATIVE FIELD Brand Identity, Design Strategy, Packaging DELIVERABLES A whole film festival system

Revealing 02: Illuminate

Illuminate the inner realms of darkness COURSE Integrated Communications INSTRUCTOR / CLIENT Hunter Wimmer, Academy of Art University YEAR Fall 2016 TIMELINE 15 weeks KEYWORDS Disturbing, Dreamlike, Bizarre TYPEFACE Tungsten, Vitesse

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OBJECTIVE To choose a film director and his or her selected works and then design a comprehensive film festival event complete with branding. Find consistent themes and threads which appear in the director’s films and use them to create the film festival’s visual system and deliverables.

APPROACH I chose David Lynch, one of the most legendary and influential directors in American film history. His work is disturbing and undefinable but often includes elements of horror, surrealism, and the supernatural and features characters with split personalities or even mental illness. I hypothesized that vintage-era motels in San Francisco would be ideal screening places for Lynch’s films; I then designed ten deliverables appropriate for these venues.

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CHAPTER 03. EXPOSE

ARCHITECTURE EXHIBITION POSTERS

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PROJECT Hypothetical architecture exhibition poster designs CREATIVE FIELD Graphic design, Typography DELIVERABLES Three posters

Revealing 03: Expose

Expose the hidden dimensions of architecture COURSE Type Experiments INSTRUCTOR / CLIENT Kathrin Blatter, Academy of Art University YEAR Spring 2016 TIMELINE 6 weeks KEYWORDS Lost, Rush, Busy TYPEFACE Helvetica, TT Bricks

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OBJECTIVE To promote a hypothetical architecture exhibition by creating an architectural typography poster series. The goal of this project was to experiment with typography through the use of physical materials. Each poster expresses a place with a word representing its spatial or experiential characteristics. APPROACH I chose transitional places as the topic of this hypothetical exhibition. Airports, subway stations, hotels, and ports are transitional spaces for travelers, workers, and products, both globally and locally. They sometimes feature innovative architectural design, but they also have to provide comfort and efficiency. They are used every day, yet no one is a permanent resident.

Therefore, these spaces are transient even though they are a permanent part of our lives. The inspiration for the overall design vibe and the materials was the actual architectural space.

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CHAPTER 04. INFORM

SURVIVAL KIT

PROJECT Survival Kit: Re-design the San Francisco Climate Action Strategy CREATIVE FIELD Book design, Typography, Branding DELIVERABLES A book series, a website, a mobile application

Revealing 04: Inform

Inform on how to survive climate change COURSE Type Systems INSTRUCTOR / CLIENT Tim Carpenter, Academy of Art University YEAR Fall 2015 TIMELINE 7 weeks KEYWORDS Accessible, Humorous, Analytic TYPEFACE Helvetica

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OBJECTIVE Re-design the existing San Francisco Climate Action Strategy. For this project, we were given the existing San Francisco Climate Action Strategy Book and asked to re-design it, along with the website, and the main page of a mobile application. The goal of this project was to create a conceptual book for the annual report.

APPROACH I decided to use the ‘Survival Kit’ concept, which takes a humorous approach even though the problem is serious. I divided this kit into five booklets because the original Climate Action Strategy Book by itself was a bit long and demanding. The booklets range in size from tiny to medium, depending on the content. The website has the same content as the books as well as additional statistics and information, but in an interactive format.

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CHAPTER 05. RECOVER

HANGOVER HEAVEN

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PROJECT Hangover Heaven: Conceptual cookbook CREATIVE FIELD Book design, Typography, Branding, UI/UX DELIVERABLES A book, a bookmark, a website

Revealing 05: Recover

Recover from a night of excess with traditional recipes COURSE Directed Study INSTRUCTOR / CLIENT Ariel Grey, Academy of Art University YEAR Summer 2016 TIMELINE 7 weeks KEYWORDS Exploration, Education, Experimentation TYPEFACE Clarendon, Thirsty Rough

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OBJECTIVE To make a conceptual cookbook, an accompanying bookmark, and some sample pages for the book publisher’s website (Chronicle Books). The goal was a book that would be conceptually and typographically unique and sophisticated. To promote the book, bookmarks and a sales website were to be designed. Most of the book contents, including the descriptions, historical and background information, and recipes were borrowed or adapted from Internet sources.

APPROACH I designed a conceptual cookbook of hangover cure recipes based on classic American diner cuisine. The book provides the history of diner food in the U.S., humorous advice on curing hangovers, and recipes for regional ‘hangover cure’ specialities from around the country. With this book, the readers can party as hard as they want and survive the next morning without the pain of traveling to a diner.

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HANGOVER HEAVEN

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CHAPTER 06. CLAIM

OPINION WEBSITE

PROJECT Traditional values over liberal lifestyle: Opinion website CREATIVE FIELD UI/UX, Web design DELIVERABLES A website

Revealing 06: Claim

Claim the lost values of a traditional lifestyle COURSE Type Experiments INSTRUCTOR / CLIENT Kathrin Blatter, Academy of Art University YEAR Spring 2016 TIMELINE 7 weeks KEYWORDS Light-hearted, Controversial, Formulaic TYPEFACE Sofia, Adell

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OBJECTIVE Create an opinion website which expresses a strong personal view that might be controversial. The website had to be 60% text, and 90% of the text had to be live html. I chose the topic, ‘Traditional values over a liberal life style’ and wrote all the contents. Basically, this site compared traditional Korean values with Western values.

APPROACH Since the main target audience was twenty somethings, I wanted to use bright, fun colors and make it playful. Based on the topic (‘Traditional lifestyle’), I used a grid as a background motif and made typefaces for each sub-topic’s main page.

Moreover, in the the ‘Do’s and Don’ts’ category, I created a function that allowed viewers to see the subtitles and text when they hovered the mouse over the title. They could then click over to the whole text if they wanted to read it. I decided to make this ‘preview’ function because the text passages were long and would have made the pages too busy and complicated.

I researched and wrote all the contents and then designed the site. Since this topic was meant for the twenty-something age group, I tried to make it light and playful, not serious.

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OPINION WEBSITE

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CHAPTER 07. REALIZE

SELFIE-LESS BRANDING

PROJECT Selfie-less branding CREATIVE FIELD Branding, Design Strategy DELIVERABLES A poster series, a short movie, promotional events

Revealing 07: Realize

Realize the forgotten enjoyment of communication COURSE Visual Thinking INSTRUCTOR / CLIENT Sandra Isla / Academy of Art University YEAR Fall 2015 TIMELINE 15 weeks KEYWORDS Friendly, Moderation, Connection TYPEFACE Source Sans

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OBJECTIVE To identify a serious social issue and create engaging and relevant solutions based on branding and graphic design. The project encouraged me to propose a topic, identify its relevant audiences and stakeholders, then find, create, and implement compelling visual elements in a variety of media that would work together as a cohesive system.

APPROACH The Selfie-less project was based on the idea that taking too many selfies can be linked to the development of emotional problems, but also that these issues can be overcome through mental health care programs and healthy alternatives. This brand encourages people to put down their phones, step out of ‘cyber-reality’, and connect with real life. The project deliverables were a poster series, a public exhibition, and a short movie.

CHAPTER 07. REALIZE

SELFIE-LESS BRANDING

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CHAPTER 08: TRANSMIT

SFNL MOBILE APPLICATION

PROJECT SFNL (San Francisco Night Life) mobile application CREATIVE FIELD UI/UX, Design Strategy, Brand Identity DELIVERABLES A mobile application (InVision prototype)

Revealing 08: Transmit

Transmit updates on high quality nightlife options COURSE Digital design studio INSTRUCTOR / CLIENT Bob Slote / Academy of Art University YEAR Fall 2015 TIMELINE 6 weeks KEYWORDS Enjoyable, Fancy, Sparkle TYPEFACE Source Sans

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OBJECTIVE To create a mobile application reflecting my personal interests. The project encouraged me to learn small but fundamental things; for example, the appropriate sizes of fonts and buttons as well as larger details such as how to create an effective user interface and build app structures.

APPROACH I created the SFNL mobile application to provide information on all the nightlife options in San Francisco in real time along with user reviews and updates. On the intro page, this app provides a live newsfeed covering all activities, parties, restaurants, live shows, concerts, music, drink specials, and so on that are happening at that moment. The user will be able to see everything that’s going on related to night life and to having a great time in SF. Also, users can receive real time notifications of events, activities, and parties, which allows club owners and event hosts to promote directly through the app. Moreover, the app will provide updates in these four categories: restaurants, bars, discount party options, and events. It will also feature flash drinking games.

CHAPTER 08: TRANSMIT

SFNL MOBILE APPLICATION

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CHAPTER 09: OFFER

MEDICHI MOBILE APPLICATION

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PROJECT MediChi mobile application CREATIVE FIELD UI/UX, Design Strategy DELIVERABLES A mobile application (InVision prototype)

Revealing 09: Offer

Offer knowledge of alternative medicine and cures COURSE Directed Study INSTRUCTOR / CLIENT Sarah Seward, Academy of Art University YEAR Fall 2016 TIMELINE 15 weeks KEYWORDS Natural, Healing, Light TYPEFACE Source Sans

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OBJECTIVE To create a mobile application which solves a particular problem. To investigate how research and audience understanding can lead to a successful interactive project that will enhance a user’s experience with a brand. Understanding research and design strategies helped me create a brand with a series of design communication solutions.

APPROACH The problem that I identified when I was thinking about this project was that it is sometimes hard to access medical services in America. Moreover, as an Asian with traditional views, I believe that alternative medicine is a more natural and fundamental way to treat illness. So I decided to build an app which provides reliable, quick, customized treatment, and real time advice from professional alternative medicine doctors and teachers. By combining the words ‘medicine’ and chi (which means core energy in Chinese), I named the app ‘MediChi’ and created a mobile application dedicated to natural healing.

CHAPTER 09: OFFER

MEDICHI MOBILE APPLICATIONÂ

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CHAPTER 10. DELIVER

BOW WOW MEOW BRANDING

PROJECT Bow wow meow branding CREATIVE FIELD Branding, Design strategy, Design research, UI/UX DELIVERABLES A poster series, a booklet, a website

Revealing 10: Deliver

Deliver a better way to promote a pet shop in SF COURSE Visual Literacy INSTRUCTOR / CLIENT Hunter Wimmer / Academy of Art University YEAR Spring 2015 TIMELINE 5 weeks KEYWORDS Friendly, Warm, Enjoyable TYPEFACE Din, Amatic SC

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OBJECTIVE To promote Bow Wow Meow as a fun, friendly, and welcoming pet store.

The original handwritten signage didn’t have much of a strong personality or distinctive quality. I created a friendly and attractive look by using happy and energetic images of pets. I also wanted to create a sense of fun, so I used bright, vivid colors such as blue, yellow, and green.

APPROACH For this project, I explored a few of San Francisco’s commercial neighborhoods and took photos of some of the hand-written signage. I discovered that there were many designs which could be developed, improved, or expanded to produce a more appealing or effective look. I chose Bow Wow Meow’s handwritten signage and re-designed an entire visual system for the store including three deliverables: a poster series, a promotional booklet, and a website.

CHAPTER 10. DELIVER

BOW WOW MEOW BRANDING

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CHAPTER 11. SPREAD

MFA THESIS: EDUGUN

PROJECT MFA Thesis: EduGun CREATIVE FIELD Branding, Design strategy, Design research, UI/UX DELIVERABLES A website, a booklet, a poster series, a mobile application, a short movie

Revealing 11: Spread

MFA Thesis EduGun: making the US safer COURSE Visual communications lab, Thesis 1, Thesis 2, Thesis 3 INSTRUCTOR / CLIENT Pill Hamlett, Jeremy Stout, Carolina De Bartolo / Academy of Art University YEAR Spring 2016 — Fall 2017 TIMELINE 2 years KEYWORDS Connection, Communication TYPEFACE Franklin Gothic

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OBJECTIVE This is a two year-long master’s thesis project exploring a chosen topic that identifies a problem in the world. The goal of the thesis is to find solutions using graphic design. This thesis study includes research techniques, design strategies, problem-solution explorations, and the development and execution of deliverables.

APPROACH As a person from a gun-free country, gun safety problems and the current situation in America were interesting, and I thought I might be able to suggest solutions from a different perspective. I realized that there’s no unified and nationwide gun safety education in the US and decided to create a framework for an educational system using my design skills. I researched some of the problems with gun safety education and the causes of gun violence and built a 10-week educational system along with a mobile application that helps people to recognize the symptoms of gun violence before it happens.

Promotional designs: a booklet, a poster series, and a short movie helping people to understand the educational system and how they can use it.

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COLOPHON

ABOUT THE BOOK

PORTFOLIO TITLE Revealing: Selected works of Sunjung Park SCHOOL Academy of Art University School of Graphic Design San Francisco, CA 94105 INSTRUCTOR Mary Scott

About the book

Colophon PHOTOGRAPHY Sunjung Park, Luyang Tian BINDERY The Key Printing & Binding 1934 Park Blvd, Suite A Oakland, CA 94606 PRINTING Graphic Imagery 396 Forbes Blvd, South San Francisco, CA 94080 TEXT STOCK Mohawk Digital, 100lb TYPOGRAPHY Title and subtitle: Austin from Commercial Body text: Trade Gothic from Linotype CONTACT Sunjung Park sunjungp.com choice.park0428@gmail.com +1(415) 939-0682

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