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Pneuma

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

THE WORK OF TRAN TU NGUYEN

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Portfolio

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Pneuma

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

THE WORK OF TRAN TU NGUYEN

TO MY STRONGEST HYDRANGEA HARMONY.

“May

the space between where I am and where I want to be inspire me.”

—TRACEE ELLIS ROSS

Pneuma

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V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

PNEUMA

Vitality. 2. Wind. 3.Warmth. 4. Spirit.

5. Soul. 6. Breath. 7. Air. 8. Life.

1.

ELEMENTS

STORY

D AT E

Pneuma is an ancient Greek word that doesn’t have an exact translation in modern English. In order to translate the word fully, there are eight English words: vitality, wind, warmth, spirit, air, breath, life, and soul. Design is my way of expressing my emotions and showing the connection between other people and myself through my design. Design is my passion, my spirit, my soul. Design is in the air. It is the breeze that I breathe in and out. It is through design that I discover a part of myself. Design is my pneuma and Pneuma, my portfolio, reflects just that.

Spring 2015 WORKS

Packaging Print Typography Identity Collaboration UI/UX Illustration

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PNEUMA

D E F I N I T I O N _ VITALITY

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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Š All rights reserved.

No part of this publication can be reproduced without the express permission of Tran Tu Nguyen.

V I TA L I T Y

SPIRIT

AIR

C AT E G O R Y

C AT E G O R Y

C AT E G O R Y

Packaging Typography

Typography Print

Identity Illustration

PA G E S

PA G E S

PA G E S

10 —19

48 —61

92 —111

WIND

SOUL

LIFE

C AT E G O R Y

C AT E G O R Y

C AT E G O R Y

Typography Print

Packaging Typography

Packaging Collaborative design

PA G E S

PA G E S

PA G E S

20 —33

62 —77

112—171

WARMTH

B R E AT H

C AT E G O R Y

C AT E G O R Y

Packaging Product

UI/UX Branding

PA G E S

PA G E S

34 —47

78 —91

Pneuma

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Vitality

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

PNEUMA

D E F I N I T I O N _ VITALITY

DEFINITION NO. _ 1

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Spring 2014 Package Design 3 Thomas McNulty

V I TA L I T Y

The power to live or grow. 2. Capacity for survival or for the continuation of a meaningful existence. 3. Exuberant physical strength or mental vigor.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Pharmaceutical design C AT E G O R Y

Create a brand system, packaging structure, and graphic application for a chosen line of medication. The new design should improve what the current design lacks.

Packaging Typography

CONCEPT

TA R G E T A U D I E N C E

Pharmacists Patients

P O R T F O L I O _ TRAN TU NGUYEN

After researching and interviewing a few friends who had been or were in the stage of depression, I learned that although society has long looked at depression as a taboo, a whisper behind closed doors, none of the patients wants it to be seen that way. They long for open conversations and nonjudgmental help. They long for hope. Just as the old saying goes “After the rain, there’s always a rainbow,” the design uses the subtle colors of the rainbow to humbly remind us that mental health is contingent on the state and the flexibility of perceptions. Once we believe there is hope, it is there.

C O U R S E _ PACKAGE DESIGN 3

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PNEUMA

D E F I N I T I O N _ VITALITY

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PNEUMA

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PNEUMA

D E F I N I T I O N _ VITALITY

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PNEUMA

D E F I N I T I O N _ VITALITY

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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Pneuma

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Wind

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

PNEUMA

D E F I N I T I O N _ WIND

DEFINITION NO. _ 1

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Fall 2014 Typography 4 Ariel Grey

WIND

The perceptible natural movement of the air. 2. A tendency or a trend 3. Moving air carrying sound, a scent, or a slight hint of the future.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Typography conference CATEGORY

Create a typography conference and design a promotional book that showcases experimental typography pertaining to the subject matter.

Typography Print

CONCEPT

TARGET AUDIENCE

Designers Scientists

P O R T F O L I O _ TRAN TU NGUYEN

Fast forward after the first experiment in 2013 to the year 2080. The new technology finally comes to life to serve the human race. By applying contact lenses to the eyes, the new generation of humankind will be able to scan through short codes in order to read thousands of pages in short time, helping to reduce the waste of ink, paper, and time. This book gives a full disclosure about this new product and the three day event.

C O U R S E _ TYPOGRAPHY 4

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TO CONTINUE PLEASE SCAN YOUR EYE

>>

PROCESSING SCANNING SCANNING SCANNING SCANNING A C T I VAT E D

P L E A S E S TA N D B Y

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PNEUMA

D E F I N I T I O N _ WIND

>>

P O R T F O L I O _ TRAN TU NGUYEN

DEFINITION NO. _ 1

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C O U R S E _ TYPOGRAPHY 4

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[...]

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TIME 09:41 DATE September 12, 2080 LOCATION San Francisco, U.S.A. >>

>>

>>

[...]

For the first time in the history of humankind, we are going to enter the next stage of the self– designed evolution, in which we will be able to read thousands of words in one minute.

This is just the first page of our new exciting chapter. The future starts now.

CONTINUE

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PNEUMA

D E F I N I T I O N _ WIND

DEFINITION NO. _ 1

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P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 4

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PNEUMA

D E F I N I T I O N _ WIND

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 4

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1010101010111000010101010101 01010101010101010101011101010 101010111010010101010101011010 10101010110101110101010101001 01101011010101010111000010101 01010101010101010101010101011 10101010101011101001010101010 1011010101010101

T R A N S L AT I N G

00553.2080 10101110101010101001010101010 1010101011100001010101010101 01010101010101010101110101010 10101110100101010101010101010 10101011101010101010111010

1010111010101010100101010101010101010111000010101 01010101010101010101010101011101010101010111010010 10101010101101010101010110101110101010101001010101011010101010111000010101010101 0101010101010101010111010101010100101010101010101010111 000010101010101010101010101010101010111010101010101110 100101010101010110101010101011010111010101010100101010 10110101010101110000101010101011010101110101010101011101 001010101010101101010101010110101110101010101001010101 0110101010101110000101010101010101010101010101 0101011101010101010111010010101010101011010101010101101 0111010101010100101010101

010101010101010101010111010101010101110100101010101010 11010101010101101011101010101010010101010110101010101110 000101010101010101010101010101 0101011101010101010111010010101010101011010101010101101 0111010101010100101010101

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

110100101010111010101010101110100101010101010110101010101011 01011101010101010010110101101010101011100001010101010101010 101011010010101011101010101010111010010101010101011010101010 101101011101010101010010110101101010101011100001010101010101 01010101110000101010101010101010101010110101010101010101011 10101010101011101001 01010101010110101010101011010111010101010100101010101010101010 11100001010101010101010101010101010101011101010101010111010010 101010101011010101010101101011101010101010010101010110101010101 1100001010101010101010101010101010101011101010101010111010010 101010110101010101010101010101010111010101010101110100101010101 01010101010111010001010101011010101010101010101010 010101010111010010101010101011010101010101101011101010101010010 1010101101010101011101010101011010101010101010101010101011101

>>

[...]

SCANNED SCANNED SCANNED I N F O R M AT I O N C H E C K E D

P R O C E S S I N G N E W I N F O R M AT I O N SCANNING SCANNING SCANNING SCANNING P L E A S E S TA N D B Y

>>

/34

>>

D E F I N I T I O N _ WIND

PNEUMA

>>>>

>>

>>

>>

P O R T F O L I O _ TRAN TU NGUYEN

DEFINITION NO. _ 1

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C O U R S E _ TYPOGRAPHY 4

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PNEUMA

D E F I N I T I O N _ VITALITY

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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Spring 2014 Package Design 3 Thomas McNulty

WARMTH

The sensation of being warm in pleasant heat. 2. The quality of being intimate and attached. 3. The liveliness of feelings, compassion, and emotions.

1.

ELEMENTS PROJECT

OBJECTIVE

Lamp design CATEGORY

Design a line of lamps for an existing brand that is not affiliated with lamp products. The lamp and its packaging should remain consistent with their current identity.

Packaging Product

CONCEPT

TARGET AUDIENCE

Age 25—50 Families and friends

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STORY

Kinfolk is an independent lifestyle magazine based out of Portland, Oregon. The magazine encourages the idea of making meals together and spending more time in person.

Cherish by Kinfolk is the portable lamp line created specifically for families and friends to gather for a warm dinner meal with valuable conversations. The lamp will strengthen the expansion of the Kinfolk brand as well as embrace their respectable belief.

PNEUMA

D E F I N I T I O N _ WARMTH

DEFINITION NO. _ 1

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Pneuma

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P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

8

Warmth

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

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PNEUMA

D E F I N I T I O N _ WARMTH

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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PNEUMA

D E F I N I T I O N _ WARMTH

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C O U R S E _ PACKAGE DESIGN 3

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PNEUMA

D E F I N I T I O N _ WARMTH

DEFINITION NO. _ 1

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PNEUMA

D E F I N I T I O N _ WARMTH

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PNEUMA

D E F I N I T I O N _ WARMTH

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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PNEUMA

D E F I N I T I O N _ WARMTH

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 3

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Pneuma

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Spirit

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

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Fall 2013 Typography 3 Ariel Grey

SPIRIT

The force within a person that gives the body life and energy. 2. The connection between the body, soul, and the higher state.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Architectural book C AT E G O R Y

Create a coffee table book about any chosen architecture using appropriate experimental typography. The design should bring up the right look and feel of that architecture.

Typography Print

CONCEPT

Tourists San Franciscans

The book is created in order to reveal the meaningful belief behind the architectural design of Grace Cathedral.

The story begins with the history that we have read, the architecture that we have seen, then goes to the beautiful artworks that make us feel, and finally the essence that takes us to a state of peace.

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 3

TA R G E T A U D I E N C E

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One House FOR ALL PEOPLE

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 3

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 3

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

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C O U R S E _ TYPOGRAPHY 3

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

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C O U R S E _ TYPOGRAPHY 3

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

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C O U R S E _ TYPOGRAPHY 3

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PNEUMA

D E F I N I T I O N _ SPIRIT

DEFINITION NO. _ 1

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ TYPOGRAPHY 3

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Spring 2013 Package Design 2 Thomas McNulty

SOUL

The inner quality or moral nature of a person. 2. The central or integral part.

3. The vital core.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Delicatessen design CATEGORY

Redesign any current deli products for a delicatessen of your choice. Strengthen the brand identity through cohesive packaging that speaks to the target audience.

Packaging Illustration

CONCEPT

TARGET AUDIENCE

Age 10—45 Working class to middle class Vietnamese food lovers

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Saigon Sandwich was founded 32 years ago. Despite all of the fame that it has received for being one of the best sandwich shops in the States, there is one only one authentic Saigon Sandwich which is located right in the heart of the Tenderloin. Absorbing the exotic atmosphere of Little Saigon and the colorful graffiti of the Tenderloin, the new identity of Saigon Sandwich aims to deliver the best of both worlds into its design by using Vietnamese inspired type combined with fun illustrations inspired by the Tenderloin. The design is printed in one color job in order to reduce the cost.

PNEUMA

D E F I N I T I O N _ SOUL

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P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ PACKAGE DESIGN 2

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Soul

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

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PNEUMA

D E F I N I T I O N _ SOUL

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D E F I N I T I O N _ SOUL

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PNEUMA

D E F I N I T I O N _ SOUL

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Breath

V I TA L I T Y

WARMTH

SOUL

AIR

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SPIRIT

B R E AT H

LIFE

PNEUMA

D E F I N I T I O N _ BREATH

DEFINITION NO. _ 1

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Fall 2013 Graphic Design 3 Bryan Pieratt

B R E AT H

An inhalation or exhalation from the lungs in respiration. 2. The practice of spending time alone in order to increase awareness of the present moment.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

iPhone app design CATEGORY

Create an iPhone app for urban San Francisco users.

The app has to be unique and original while being able to solve an on the go urban need.

UI/UX Branding

CONCEPT

TARGET AUDIENCE

Age 20—35 Urban San Franciscans

P O R T F O L I O _ TRAN TU NGUYEN

The world we live in has never slept. After one project is completed, another project begins. Even when we are on a break, we will try to rush so that we can finish work on time. We try to socialize as much as we can because sociability is the norm. Gradually, we loose the sense of self. The objective of this app is to get that sense back. It creates an environment with certain music based on the users’ current locations. It allows us to be alone, to enjoy the beauty of San Francisco’s landscape, to relax, and to fall in love with ourselves again.

C O U R S E _ GRAPHIC DESIGN 3

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PNEUMA

D E F I N I T I O N _ VITALITY

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Air

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

PNEUMA

D E F I N I T I O N _ AIR

DEFINITION NO. _ 1

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Spring 2013 Strategies for Branding Thomas McNulty

AIR

The mixture of invisible gases. 2. A stir in the atmosphere. 3. The authentic sense of aroma in any particular place.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Identity system

Redesign and create a new identity system for a chosen transportation brand. The new design should improve what the current design lacks.

CATEGORY

Branding Identity Illustration

CONCEPT

Age 15—40

Hoang Bus (Xe Do Hoang) is a low fare bus that offers daily scheduled bus service between North California and South California. Although Hoang Bus has great service with reasonable fare, they mainly targets the Vietnamese community. The idea is to create a new identity that integrates Vietnamese culture and American culture in order to help the brand reach out to more customers.

P O R T F O L I O _ TRAN TU NGUYEN

C O U R S E _ STRATEGIES FOR BRANDING

TARGET AUDIENCE

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PNEUMA

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PNEUMA

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PNEUMA

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PNEUMA

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Fall 2014 Package Design 4 Michael Osborne

LIFE

The existence of an individual human being or animal. 2. The capacity for growth, continual change, and functional activities.

1.

ELEMENTS

STORY

PROJECT

OBJECTIVE

Retail store design

Create an entirely new retail store with multiple choices of store brands and private labels for Target that will bring it to the same level as Williams Sonoma and Crate & Barrel. The design must consider the aesthetic of Target while exploring new possibilities in order to expand its target audience.

CATEGORY

Identity Packaging Branding Collaborative design

CONCEPT TARGET AUDIENCE

Age 25—50 Families New homeowners Newlyweds TEAM BOBA BEARS

Mama Bear (Liz Cruz) Care Bear (Tran Tu Nguyen) Gummy Bear (Henni Tso) Teddy Bear (Aisya Zalika Putri)

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Starting with the idea of having a product line for each and every person in the family, we create Aero, which includes five store brands and four private labels. The brand’s ambition is to become the ideal and trustworthy destination for newlyweds and new homeowners who are about to start an exciting life. We dedicate ourselves to products that work and design that shows honesty.

PNEUMA

Pneuma

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Life

V I TA L I T Y

WARMTH

SOUL

AIR

WIND

SPIRIT

B R E AT H

LIFE

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R E TA I L S T O R E

STORE BRANDS

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DEPARTMENT

DEPARTMENT

Kitchen appliances

Food

TARGET AUDIENCE

TARGET AUDIENCE

Age 25—50 families

Age 25—50 families

KEYWORDS

KEYWORDS

Straightfor ward

Genuine

Durable

Authentic

Modern

Homey

DEPARTMENT

DEPARTMENT

DEPARTMENT

Fitness

Baby

Pets

TARGET AUDIENCE

TARGET AUDIENCE

TARGET AUDIENCE

Age 25—50 males

Age 25—35 parents

Age 25—50 pet owners

KEYWORDS

KEYWORDS

KEYWORDS

Manly

Genuine

Genuine

Strong

Trustworthy

Trustworthy

Athletic

Adorable

Friendly

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P R I V AT E L A B E L S

DEPARTMENT

DEPARTMENT

Travel essentials

Super food

TARGET AUDIENCE

TARGET AUDIENCE

Age 25—45 singles

Age 25—60 singles

Business men

Educated men and women

KEYWORDS

KEYWORDS

Classy

Organic

Sophisticated

High–quality

Practical

Energetic

DEPARTMENT

DEPARTMENT

Puzzle toys

Pet

TARGET AUDIENCE

TARGET AUDIENCE

Age 22—35 males

Age 25—45 singles

Innovative and creative artists

Pet lovers who treat their

who loves challenging

pets like their children

KEYWORDS

KEYWORDS

Fun

Luxurious

Intellectual

Exclusive

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FOOD

FOOD

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FOOD

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FOOD

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FOOD

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KITCHEN

KITCHEN

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KITCHEN

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KITCHEN

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PNEUMA

FITNESS

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FITNESS

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FITNESS

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BABY

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BABY

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BABY

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BABY

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PET

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PET

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PET

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PET

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DESIGNER

PRINTING

SCHOOL

Tran Tu Nguyen

Giant Horse

Academy of Art University

PHONE

BINDERY

COURSE

530.230.7803

The Key Printing and Binding

Senior Portfolio

EMAIL

PHOTOGRAPHY

INSTRUCTOR

tran@trantunguyen.com

Tran Tu Nguyen Aisya Zalika Putri

Mary Scott

WEB

trantunguyen.com

T Y P E FA C E S

Miller Blender TEXT STOCK

100# Finch Fine SOFTWARE

Adobe CS6

Thank you.

To dear Mother and Father

Thank you for bringing me into this world and providing me with love and everything I need. I am me as much as I am your child.

To my colleagues

Icha, Duy, An, Kim, Thomas, Ellen, and Han, thank you for your endless support and always being there for me.

This book is possible because of you.

To my roommates

Phuong and Winnie, thank you both for being the best roommates I could ever ask for. I’m so blessed to have you as my roommates, my friends, my colleagues, my sister and brother in this foreign land.

To my boba bears and vsa

Special thanks to Liz, Henni, Icha, Khoa, Linh, and Thang.

There are so many memories that we have shared. Here’s to our encounters. To you, hugs and kisses.

To my instructors

Mary Scott, Michael Osborne, Ariel Grey, Thomas McNulty, and John Nettleton, thank you for your guidance.

Thank you for believing in me when I felt I couldn’t and thank you for always pushing me to be a better person and designer. I’m grateful to be your student.

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