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Persona >> ABOUT

2015

To me, design is more than a simple means to an end, it’s a way of life. The key to a successful design is the interplay between emotion and form. It all starts with a persona that embodies both.

Minnee (Tien Pham)

2019


P s


Persona >> ABOUT

2015

>> PERSONALIT Y

To me, design is more than a simple means to an end, it’s a way of life. The key to a successful design is the interplay between emotion and form. It all starts with a persona that embodies both.

Minnee (Tien Pham)

Introvert Logic Minimal Judging

2019

Extrovert Feeling Decorated Perceiving


CopyrightŠ2019 Minnee Pham. Any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. All work in this book were hypothetical projects and were made for educational purposes.


>> D E D I C AT I O N

To Mom, Grandma and little sis.


C t


Contents >> 008

PROJECT 01

>> 032

PROJECT 02

>> 046

PROJECT 03

>> 068

PROJECT 04

>> 088

PROJECT 05

>> 106

PROJECT 06

>> 156

PROJECT 07

>> 170

PROJECT 08

Liveable threads

029

Savor the streets

045

The new lawn

067

Collective forms

087

Sweet purple

105

Trade fairly

155

Wake-up call

169

Taste of love

187


P s

PERSONA

>>

T IEN PHAM / SELECT ED WORK 201 5 - 201 9

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Persona 01/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Ann Thompson, 32 To live a cultured and refined life. To care deeply for nature and appreciate surrounding things.

Store’s owner

New York

L O C AT I O N

“ It isn’t enough just looking for the quality in the

products we buy, we must ensure that there is quality in the lives of the people who make them. — Orsola De Castro

>> DEFINING QUOTE

Everlane Oak & Fort Reformation

>> FA V O R I T E BRANDS

>> PERSONALIT Y

LIVEABLE THREADS

PROJECT

>>

Introvert Logic Minimal Judging

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Extrovert Feeling Decorated Perceiving

9


01 >> BACKGRO U N D

Good On You is an online platform which is helping people make better purchasing decisions based on the company’s principles. Storing data for more than 2,000 brands, the app allows users to type in the name of a brand, or a type of garment, and instantly see a rating out-of-five as well as a summary of just how ethical the company is. >> CONCEPT

The purpose of re-branding is to move away from simply being an e-commerce organization to being a brand that stands behind the values, the design, and the clothes. The new brand system fits elegantly with where the brand is headed. The new brand system is a reflection of its social awareness and refinement in design. The emphasis is on transparency, meaning a level of simplicity and transparency in the brand’s production values.

>> FA L L 2 0 1 8 LIVEABLE THREADS

PERSONA

+

COURSE VISUAL SYSTEM 02

+

PROJECT RE-BRANDING

+

INST R UCTOR TO M SI E U

>>

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>>

Goudy Modern Std

P R I M A R Y T Y P E FA C E

Aa

A B C D E F G H I J K L M N O P Q R ST UV W XY Z a b c d e f g h i j k l m n o p q r stuvwxyz0123456789

>>

Maax

S E C O N D A R Y T Y P E FA C E

Aa

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz0123456789

>>

Authenia

D I S P L AY T Y P E

Aa LIVEABLE THREADS

ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstuvwx yz0123456789

PROJECT

>>

01 02 03 04 05 06 07 08

11


PERSONA

>>

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P IRVOEJAEBCLTE TTIHT R L LE A D S

PROJECT

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PERSONA

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PROJECT TITLE

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PERSONA

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PROJECT TITLE

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PERSONA

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LIVEABLE THREADS

PROJECT

>>

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PERSONA

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LIVEABLE THREADS

PROJECT

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PERSONA

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LIVEABLE THREADS

PROJECT

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PERSONA

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LIVEABLE THREADS

PROJECT

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PERSONA

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PROJECT TITLE

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Persona 02/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Erik Dermont, 45 To have a thoughtful life, and casually drink high-end alcohol beverages.

Businessman

Chicago

L O C AT I O N

“ Whoever drinks beer, he is quick to sleep; whoever

sleeps long, does not sin; whoever does not sin, enters Heaven! Thus, let us drink beer!” — Martin Luther

>> DEFINING QUOTE

Guinness Steel Reserve Sapporo

>> FA V O R I T E BRANDS

>> PERSONALIT Y

S AV O R T H E S T R E E T S

PROJECT

>>

Introvert Logic Minimal Judging

01 02 03 04 05 06 07 08

Extrovert Feeling Decorated Perceiving

31


02 >> BACKGRO U N D

Saigon Brewing company has over 142 years of original history with more than 40 years of brand building and development. Among all of the beer’s brands in Vietnam, Saigon Brewing is the most famous and sets the bar of quality for the country’s beer.

>> CONCEPT

The 333 line was well-known during the war in the 1960s and 1980s, but not today. With inspiration from Vietnamese street-style typography and modern digital design, the current design objective will remind people how it was so well-known and it can once again be one of the best of Saigon’s local lagers on American’s shelves. The design of Saigon Beer is the combination of parts from Southern Vietnamese architecture and the spirit of the Saigonese modern vibe.

>> SPRING 2018 S AV O R T H E S T R E E T S

PERSONA

+

COURSE PA C K A G E 0 3

+

PROJECT RE-BRANDING

+

INST R UCTOR CHRISTINE GEORGE

>>

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>>

Brown

Aa

P R I M A R Y T Y P E FA C E

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmno pqrstuvwxyz0123456789

>>

Apercu

Aa

S E C O N D A R Y T Y P E FA C E

PA S RV OO JE R CTTH T EI T SL TE REETS

PROJECT

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmno pqrstuvwxyz0123456789

>>

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PERSONA

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PROJECT TITLE

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PERSONA

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S AV O R T H E S T R E E T S

PROJECT

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PERSONA

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S AV O R T H E S T R E E T S

PROJECT

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PERSONA

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PROJECT TITLE

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PERSONA

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S AV O R T H E S T R E E T S

PROJECT

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PROJECT TITLE

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Persona 03/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Gavin Peyton, 38 To live a full life that is guided by experience. To make everyday decisions based on observations.

Sport News Reporter

London

L O C AT I O N

“ Some people think football (soccer) is a matter of

life and death. I don’t like that attitude. I can assure them it is much more serious than that.” — Bill Shankly

>> DEFINING QUOTE

Arsenal FC Manchester United Forest Green Rovers

>> FA V O R I T E TEAMS

>> PERSONALIT Y

T HE NE W L AW N

PROJECT

>>

Introvert Logic Minimal Judging

01 02 03 04 05 06 07 08

Extrovert Feeling Decorated Perceiving

47


03 >> BACKGRO U N D

English Football Club Forest Green Rovers have proposed to build a stadium made almost entirely out of wood. Wood is not only naturally occurring, but offers a durable and sustainable alternative to concrete or steel. This will be “the greenest football stadium in the world.� Located just outside the town of Stroud in Western England. >> CONCEPT

Developing a strong, well-designed system that supports green manufacturing is the main key of the marketing strategy for Forest Green Rovers Stadium. This direction can help both sports teams and venues connect with their fans and truly understand what their fans want and build experiences that keep them coming back to live events. The logo is inspired by the shape of the stadium itself. A simple and sophisticated direction will help the stadium stand unique and strong among its competitors.

>> SPRING 2018 T H E N E W L AW N

PERSONA

+

COURSE BRANDING 02

+

PROJECT S TA D I U M R E - B R A N D I N G

+

INST R UCTOR T H O M A S M C N U LT Y

>>

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>>

Brown

P R I M A R Y T Y P E FA C E

Aa

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmno pqrstuvwxyz0123456789

>>

Kievit

S E C O N D A R Y T Y P E FA C E

Aa PH T RE O JNEECWT LT A I TWLN E

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz0123456789

PROJECT

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PROJECT TITLE

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PERSONA

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T HE NE W L AW N

PROJECT

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PROJECT TITLE

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PROJECT TITLE

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T HE NE W L AW N

PROJECT

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T HE NE W L AW N

PROJECT

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PERSONA

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T HE NE W L AW N

PROJECT

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PERSONA

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T HE NE W L AW N

PROJECT

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Persona 04/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Archie Fynn, 35 To worship the art of a post-modernism architect and to appreciate things that came from the 80s.

Architect designer

San Francisco

L O C AT I O N

“ It is not the beauty of a building you should look at;

its the construction of the foundation that will stand the test of time. — David Allan Coe

>> DEFINING QUOTE

Tadao Ando Fumihiko Maki Toyo Ito

>> FA V O R I T E DESIGNERS

>> PERSONALIT Y

COLLECTIVE FORMS

PROJECT

>>

Introvert Logic Minimal Judging

01 02 03 04 05 06 07 08

Extrovert Feeling Decorated Perceiving

69


04 >> BACKGRO U N D

Fumihiko Maki is a Japanese architect designer. His buildings tend to be direct, at times understated, and made of metal, concrete and glass, the classic materials of the modernist age, but the canonical palette has also been extended to include materials such as mosaic tile, anodized aluminum and stainless steel. His interest in new technology as part of his design language, quite often taking advantage of modular systems in construction. The project was to design the exhibition materials for an actual architect exhibition. >> CONCEPT

The design objective is to create an unforgettable exhibition, that captures his design language with his complex buildings. Every element on the poster is inspired by his theory in architectural design: compositional form, mega form and group form. This poster is practicing a unique style of modernism that also reflects his Japanese style origin. It is based on an architectural grid. >> SPRING 2017 COLLECTIVE FORMS

PERSONA

+

COURSE GRAPHIC DESIGN 02

+

PROJECT EXHIBITION MARKETING

+

INST R UCTOR J O H N N E T T LE TO N

>>

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PROJECT TITLE

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PERSONA

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COLLECTIVE FORMS

PROJECT

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COLLECTIVE FORMS

PROJECT

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PROJECT TITLE

PROJECT

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PERSONA

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COLLECTIVE FORMS

PROJECT

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PERSONA

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ARCHITECT EXHIBITION

PROJECT

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PERSONA

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ARCHITECT EXHIBITION

PROJECT

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PROJECT TITLE

PROJECT

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P s

PERSONA

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Persona 05/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Jenna Miller, 34 To her, baking is more than a simple means to an end, it’s more than a daily ritual, it’s a way of life.

Baker

New York

L O C AT I O N

“ Baking happens with ingredients that last for months

and come to life inside a warm oven. Baking is slow and leisurely. — Regina Brett

>> DEFINING QUOTE

Christina Tosi Anna Olson Gordon Ramsey

>> FA V O R I T E BAKERS

>> PERSONALIT Y

VIOLET TREND

PROJECT

>>

Introvert Logic Minimal Judging

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Extrovert Feeling Decorated Perceiving

87


05 >> OBJECTIVE

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text. >> APPROACH

Chocolove is a brand that based in Colorado. The story started in Indonesia, when the Founder of the company was chewing some cocoa beans and felt in love with it while doing volunteer work. An idea and the love of chocolate began to form - creating a premium chocolate bar, paired with the romance of love. Inspiring by Japanese wrapping technique, the package design resemble a love letter that sent with love, sent from a distant land. Inside each wrapper has a classic romantic poem. The cocoa content is indicating by illustration on the front of the packaging.

>> FA L L 2 0 1 7 VIOLET TREND

PERSONA

+

COURSE T YPOGRAPHY 03

+

PROJECT CONCEPTUAL COOKBOOK

+

INST R UCTOR ARIEL GREY

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PERSONA

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VIOLET TREND

PROJECT

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PERSONA

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VIOLET TREND

PROJECT

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VIOLET TREND

PROJECT

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Persona 06/08

>> O C C U P AT I O N

STORE L O C AT I O N

With more than 70% of Berlin’s population being bike users, it’s large cycling community becomes synonymous with eco-conscious users. Neighboring districts such as Kreuzberg and Lichtenberg are also full of character and culture, which allow potential shoppers to have an ethical place to shop.

>> LIFEST YLE

>> PERSONALIT Y

PROJECT

Popular jobs including Developer and Managing Director which pay between €45,546 and €59,122 annually.

We are placing Ético in the center of Berlin’s Potsdamer Platz, chosen for its versatility in both architecture and people. This location is beneficial for bigger retail spaces.

>>

T R A D E FA I R LY

German, 25-65

>>

Introvert Logic Minimal Judging

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Extrovert Feeling Decorated Perceiving

105


06 >> BACKGRO U N D

As a team, we were asked to create a brand identity for a new retail store with an extensive corresponding product line. Our objective was to inspire and educate future generations to shift towards an environmentally and conscious future for our planet, which faces many problems such as pollution, waste and unethical labor. >> CONCEPT

Ético uses a wide range of ecologic and recycled materials, paired with a clean yet impactful label design representing the great diversity, innovation and character of a truly sustainable and global design.

>> SUMMER 2018 T R A D E FA I R LY

PERSONA

+

COURSE PA C K A G E 4

+

INST R UCTOR JACQUES ROSSOUW

+

TEAM ALBER TO T RO N I K E N H WA N G

>>

YIER CHANG KENDRA MONTERROSA

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PROJECT TITLE

PROJECT

>>

01 02 03 04 0 5 06 07 08

1 07


>> R E TA I L S T O R E

At Ético, we want to embrace fair trade. We hold ourselves to the highest standards and ethics. Through our innovative and sustainable design and packaging, we give customers high-quality products that protect our planet and the people living on it. >> TA G L I N E

A fair trade company >> KEY WORDS

Sustainable Approachable Innovative

PERSONA

>>

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>> SUB-BRANDS

T R A D E FA I R LY

PROJECT

>>

>> D E PA R T M E N T

>> TA G L I N E

Health & Beauty

A world of beauty

>> D E PA R T M E N T

>> TA G L I N E

Groceries

Savor the world

>> D E PA R T M E N T

>> TA G L I N E

Home Decor

The world at home

>> D E PA R T M E N T

>> TA G L I N E

Fashion

Wear the world

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ASIA

EUROPE

AFRICA

AMERICA

OCEANIA PERSONA

>>

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>>

TT Commons

P R I M A R Y T Y P E FA C E

Aa

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrs tuvwxyz0123456789

>>

Capita

S E C O N D A R Y T Y P E FA C E

Aa

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrs tuvwxyz0123456789

>>

Recoleta

D I S P L AY T Y P E

Aa T R A D E FA I R LY

PROJECT

ABCDEFGHIJKLMNOPQRST UVWXYZ a b c d e f g h i j k l m n o p q rstuvwxyz0123456789

>>

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A world of beauty >> BACKGRO U N D

Igea is a health and beauty line that centers itself around all things that are natural, so you can better yourself inside and out.

>> CONCEPT

Igea features a cohesive line of plastic-free products inspired by botanical elements. The elements are true to the botanical drawings on the label.

Fresh Botanical Clean

>> KEY WORDS

T R A D E FA I R LY

PROJECT

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Savor the world >> BACKGRO U N D

Terra is the food line Ético offers, it carries a wide selection of fair trade products with only high-quality primary ingredients.

>> CONCEPT

Our objective is to encourage consumers to shop with a sense of trust, knowing exactly where the product comes from and who actually made it.

Organic Flavorful Refined

>> KEY WORDS

T R A D E FA I R LY

PROJECT

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The world at home >> BACKGRO U N D

Atlas brings new and uncharted territories home by collecting pieces of the world and stories behind them.

>> CONCEPT

The idea is to minimize the environmental impact and save money. Every packaging’s structure was built from single sheets of recycled paper.

Cultural Crafted Warm

>> KEY WORDS

T R A D E FA I R LY

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Wear the world >> BACKGRO U N D

Hera is the fashion and accessory line selling exclusive products, which are handcrafted from premium materials.

>> CONCEPT

The brand is driven by products that have to be felt and touched. The package has the essentials only. The people, the materials and the story are the products.

Quality Engaging Colorful

>> KEY WORDS

T R A D E FA I R LY

PROJECT

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PERSONA

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Persona 07/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Emma Cohen, 19 To reach for every goal in her life. To cherish every quality moment with her friends and family.

High school student

Santa Monica

L O C AT I O N

“ When you arise in the morning, think of what a

precious privilege it is to be alive - to breathe, to think, to enjoy, to love.” — Marcus Aurelius

>> DEFINING QUOTE

Todoist Zapier Slack

>> FA V O R I T E APPS

>> PERSONALIT Y

WAKE - U P CALL

PROJECT

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Introvert Logic Minimal Judging

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Extrovert Feeling Decorated Perceiving

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07 >> BACKGRO U N D

The project is about redesigning an alarm app. For this process, I interviewed several busy-scheduled people, from students to professionals. Most of them are using smart phone default alarms to get out of bed and some found them not very relaxing to wake up to because of the awful default alarm sounds. It will always be the nuisance of everyday mornings. >> CONCEPT

Rise Alarm is an app that was created for getting up early without the frustrations from regular alarm clocks. It also motivates you to have a better morning surrounded by these design principles: Simplicity: Rise offers a simple journey for users: it takes one action to add a new timer. Elegance: With modern minimalism and a simple design, Rise will help bring users to a peaceful introduction to the day Motivation: It’s the crucial element in attaining goals. Rise will also help you to schedule your daily tasks.

>> SPRING 2017 WA K E - U P C A L L

PERSONA

+

COURSE VISUAL SYSTEM 01

+

PROJECT RE-DESIGN APP

+

INST R UCTOR M E G U M I K I YA M A

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WAKE - U P CALL

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WAKE - U P CALL

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PERSONA

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Persona 08/08

>> LIFE GOALS

>> O C C U P AT I O N

>>

Vivian Franc, 24 To live a poetic life. To find meaning in life and let curiosity guide her.

Poet

Paris

L O C AT I O N

“ Poetry is the spontaneous overflow of powerful

feelings: it takes its origin from emotion recollected in tranquility.” — William Wordsworth

>> DEFINING QUOTE

Lindor Ferrero Rocher Ghiradelli

>> FA V O R I T E BRANDS

>> PERSONALIT Y

TA S T E O F L O V E

PROJECT

>>

Introvert Logic Minimal Judging

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Extrovert Feeling Decorated Perceiving

169


08 >> BACKGRO U N D

Chocolove is a brand is based in Colorado. The story started in Indonesia, when the founder of the company was chewing some cocoa beans and fell in love with that while doing volunteer work. An idea of creating a chocolate brand began to form - a premium chocolate bar, paired with the romance of love. >> CONCEPT

Inspired by a Japanese wrapping technique, the package design resembles a love letter that was sent with love from a distant land. Inside each wrapper is a classic romantic poem. The cocoa content is indicated by illustrations on the front of the packaging.

>> SPRING 2017 TA S T E O F L O V E

PERSONA

+

COURSE PA C K A G E 1

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PROJECT C H O C O L AT E PA C K A G I N G

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INST R UCTOR JACQUES ROSSOUW

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>> EMAIL

min.tienpham@gmail.com 415 770 8327


T y >> INSTRUCTORS

Mary Scott, Scot Crisp, Phil Hamlet, Thomas McNulty, John Nettleton, Tom Sieu, Jacques Roussow, Christine George, Ariel Grey, David Hake.

Your knowledge and passion inspired me from day one. Thank you for encouraging me to push myself to the level that I never could have imagined. This portfolio is the result of your influence. Special thanks to Tom Sieu, the coolest instructor/boss I’ve ever known. The internship with you was filled with daily experiences and lessons. I’ll carry them with me throughout my creative career.


Thank you. >> TO MOM, GRANDMA & LIL’ SIS

>> TO L

>> TO BFF

>> SF CREW

>> TO TGDOA!

Words are never enough to express how thankful I am for the sacrifice and love you have for me. This book is as much yours as it is mine. Dear little sis, I can now support your Spotify, Netflix and future addictions.

Your endless support has guided me to this day and I’m forever thankful for that. You are too, forever an important part of my life.

Dear best friends, thank you for the wake–up calls. You’re going to get sick of me soon enough.

Dear SF crew, you know who you are, thank you for helping me keep my insanity low to the ground.

Jordin, Trieu, Ashley and Bri, this has been a long journey and at times has bordered on the verge of insanity. I’m glad we’ve all made it out alive even if we ate a few strawberries along the way. Thanks for the laughs, early a.m. chats and cheers over “cold brews”. Let’s toast to a normal human sleep pattern!


C p


Colophon


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