2012 Portfolio

SYNERGYDESIGNED BY AMBER TU

01_Synergy designed by Amber Tu

TITLE SYNERGY

COURSE SENIOR PORTFOLIO

INSTRUCTOR JEREMY STOUT

SEMESTERSPRING 2012

FORMAT BOOK DESIGN

DESIGNER AMBER TU

MOBILE+86 1801 917 4790

[email protected]

WEBSITEWWW.AMBER-TU.COM

COPYRIGHT

All rights reserved. No part of this book may be reproduced in any format

without the written permission of the copyright owner. All images must be

reproduced with the knowledge and prior consent of the designer’s concern.

Book design for Senior Portfolio GR 460 taught by Jeremy Stout in Spring 2012

at the Academy of Art University, San Francisco CA.


Synergy however, also happens to describe my spirit of designing, and my

process of creating art. As when all my individual strengths – a critical eye

towards details, paired with a shrewd sense of aesthetics and a boldness to

explore unconventional techniques – are brought together, the magic of

synergy happens. From finding inspiration, to conceptualizing, to creating

and finally producing – my pieces are all born from the result of separate parts

working together in harmony.

SYNERGY

Concept_02

The interaction of forces so that their combined effect is greater than the sum of their individual effects. That is the technical definition of synergy, a process where parts join together to function flawlessly as one.


TABLE OF CONTENTS

01 IAMS PET PRODUCT LINE

02 COLOR OF CONSUMERISM

03 BENJAMIN MOORE HOUSEHOLD PAINT

04 DUNHILL CANDLE LINE

05 SEARS LIVING GARDEN

06 SEARS OUTDOOR LIVING

07 CONNECTED: SOCIAL NETWORKING

08 ASTON MARTIN HOUSEHOLD APPLIANCES

09 IDENTITY MARKS

Table of Contents_04 05_Synergy designed by Amber Tu


IAMS Product Line_06

01

01


TITLE PET PRODUCT LINE

COURSE PACKAGE DESIGN 3

INSTRUCTOR THOMAS MCNULTY

SEMESTERFALL 2010

FORMAT PACKAGING

OBJECTIVE

Redesign Iams, while exploring new structural designs. Develop a cohesive

packaging system and leverage the design based on the strategy plan and

marketing outline. Extend the final design to several possible products.

SOLUTION

Iams is the revamp of the pet food line. The overall tone conveys a feeling of

wholesomeness by acknowledging the bond between consumers and pets.

The system reflects Iams’s commitment to their environment through the

idea of sustainable design. The concept promotes Iams’s natural ingredients,

reflecting devotion to pet holistic health.

IAMS









02

Color of Consumerism_16


TITLE PAPER PROMOTION

COURSE TYPOGRAPHY 3

INSTRUCTOR ARIEL GREY

SEMESTERSPRING 2010

FORMAT BOOK DESIGN

OBJECTIVE

Design a promotional booklet for French Paper Company, promoting one of

its vibrantly colored lines. Pop-Tone is created to intrigue the sense of sight

and taste. Colors from this line comes with an unique candy theme and a

variety of brilliant hues.

SOLUTION

Color of Consumerism is a paper promotional booklet designed for French

Paper Company. The book is divided into four sections, each highlighting

colors consumers come in contact during a supermarket visit. The idea is to

find shelf products that correspond to that particular color and analyze the

psychological effects on its consumers.

COLOR OF CONSUMERISM















0503

Benjamin Moore Paint Line_32

0503


TITLE HOUSEHOLD PAINT LINE



SEMESTERSPRING 2010

FORMAT PACKAGING

OBJECTIVE

Select or create a household paint brand. Design a line of exterior and interior

paints. Work with different structures of round forms and sizes. The concept to

this design is the approach towards a eco-friendly paint.

SOLUTION

Natura is the redesign of Benjamin Moore’s current paint line. The clean and

natural feel convey a sense of a fresh environment. The initial idea is conveyed

through the healthy aspect of the package, suggested by the organic and

environmental friendly colors.

BENJAMIN MOORE







04

Dunhill Candle Line_40


TITLE CANDLE LINE


INSTRUCTOR MELANIE HALIM

SEMESTERSPRING 2009

FORMAT PACKAGING

OBJECTIVE

Select an existing fashion brand and design candle related products that best

represent the brand’s overall image. Introduce a line that includes a set of tea

light candles in their own case and three tall candles.

SOLUTION

Dunhill is a line of candles designed for an existing fashion brand. The three

colors selected for this line corresponds to the sophistication of the brand

itself. Target audience range from businessmen in their late 20’s to 50’s who

appreciate designer labels, from formal to causal.

DUNHILL





05

Sears Living Garden_46


TITLE SEARS REDESIGN



SEMESTERFALL 2011

FORMAT PACKAGING

OBJECTIVE

Redesign a completely new, modern looking Sears. The goal is to remake the

iconic department store through uplifting their brand and current packages.

Sears need a personality revamp and a more upbeat look.

SOLUTION

The initial solution is to design a line of gardening items that elevate Sear’s

original package in order to create a different atmosphere than the original

Sears can already offer. The solution behind each packaging is to design a

package with improved quality.

SEARS LIVING GARDEN







06

Sears Outdoor Living_54


TITLE SEARS REDESIGN



SEMESTERFALL 2011

FORMAT PACKAGING

OBJECTIVE

Redesign a completely new, modern looking Sears. The goal is to remake the

iconic department store through uplifting their brand and current packages.

Sears need a personality revamp and a more upbeat look.

SOLUTION

The initial solution is to design a line of grilling packages that elevate Sears

and create a different atmosphere than the original Sears can already offer. The

solution behind each package is to design a package with improved quality.

SEARS OUTDOOR LIVING







07

Connected: Social Networking_62


TITLE 90-PAGE BOOK

COURSE TYPOGRAPHY 4

INSTRUCTOR JEREMY STOUT

SEMESTERSUMMER 2011

FORMAT BOOK DESIGN

OBJECTIVE

Select any topic and design a book. Intensive research toward the subject

was done and infographics were created. A cohesive system was developed

throughout the book.

SOLUTION

Social Networking is an experience of exploration. To wander into this digital

world, is to embark on a voyage that leads to the unknown. There are countless

routes an explorer take and paths that lead to discoveries where others await.

CONNECTED: SOCIAL NETWORKING













08

Aston Martin Household Appliances_76



TITLE HOUSEHOLD APPLIANCES



SEMESTERFALL 2010

FORMAT PACKAGING

OBJECTIVE

Select a brand that is not in the household sector and introduce them as a line

of household items. Design a system for five household appliance products

while focusing on informative, clear front, side and back panel information.

SOLUTION

Aston Martin is an automotive brand selected for a household appliance line

extension. Appliances share a rounded edge feel to imitate roundness of the

Aston DBS. Two colors bring out the personality of the brand, mirroring its

unique character.

ASTON MARTIN






09

Identity Marks_84

09


TITLE BRANDING

COURSE IDENTITY DESIGN

INSTRUCTOR VARIOUS

FORMAT LOGO

OBJECTIVE

Logo revamp. A compilation of identity and logo marks redesigned over the

past few years. No matter how small a logo might seem, it plays a great part in

making a brand, the influence a logo is huge.

SOLUTION

Rediscover an identity mark and express it better through a refinement of its

logo. Create and build a distinctive logo mark in order to establish a consistent,

appealing image. to the target audience.

IDENTITY MARKS

Identity Marks_86

FAMILY FOUNDATION

FAMILY FOUNDATION

CBFF

The idea is inspired by CBFF’s state of connection to

their environment. The foundation demonstrates

responsibility for the future legacy through three

sectors: environmental, sustainability and health.

The logo is presented as three divisions coming

together to form a full identity.


DUBAI WORLD CUP

DUBAI WORLD CUP

DUBAI WORLD CUP

This is a revamped identity developed for Dubai

World Cup. The design is a distinctively fresh idea

showcasing there is no speed limit in the race. Bold

typeface is used along with the arabic characters to

subliminally represent the event.

Identity Marks_88

ADMISSION POSSIBLE

ADMISSION POSSIBLE

ADMISSION POSSIBLE

This is the revamp of the Admission Possible mark,

the identity concept plays a very significant role in

strengthening the role of a non-profit organization.

Admission Possible’s corporate color palette uses

two primary colors to identify its brand.


P I X A R ANIMATION STUDIOS

P I X A R ANIMATION STUDIOS

PIXAR ANIMATION

The design concept for Pixar is to incorporate their

mascot, Luxo the lamp character into the logotype

through the stylized letter “A”. The new identity is

modern and sophisticated.

Identity Marks_90

SOLANA

The concept is to add a distinctive and comfortable

feeling to the overall brand. Solana is unique and

stylish with a hand-drawn, scrappy appeal. The leaf

element depicts the brand realistically.


ARLO

ARLO

SHIMANO

The initial concept is to create a simple, memorable

logo that reflects Shimano’s relevance. An iconic

kingfish, the blue marlin adds to the typeface as an

element of interest.

Identity Marks_92

DIGITRON

This logo was designed for a Sony concept which is

to develop of a futuristic robot called Digitron that

helps with precision tasks and getting from Point A

to Point B. The colors are linked with one another to

depict connectivity and energy.


UPTOWN TENDERLOIN HISTORIC DISTRICT

UPTOWN TENDERLOIN HISTORIC DISTRICT

UPTOWN THD

This is a logo concept proposed to the SF Uptown

Tenderloin Historic District. The identity is designed

to further improve the positive image of the district

as a place where tourists should go. The Tenderloin

is recognized for its historic landmark architectures.

Identity Marks_94

TENDERLOIN

CBD

TENDERLOIN

CBD

TENDERLOIN CBD

This is a logo concept proposed to the North of

Market Community Benefit District. The goal is to

assist the non-profit organization in developing

a memorable identity that showcase Tenderloin’s

cultural vibrancy.


MOSAIC

Rebranding Sears. Mosaic is a logo designed for the

department store’s gardening line. The leaf-like tile

is set apart and colors represent nature itself, hence

the blue sky and grass. The logo has a rounded feel.

Identity Marks_96


THANK YOU

I definitely wouldn’t have made it this far without your support and, most of

all, encouragement. I enjoyed being taught by all of you immensely, you have

inspired me to continue learning with an open and positive mind. I appreciate

all your hard work, it’s meant so much to me. Thank you for guiding me to

develop my potentials and embrace my strengths.

Thank You_98

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