MFA PORTFOLIO BY STEPHANIE YU

7/27/2019 MFA PORTFOLIO BY STEPHANIE YU

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IN PURSUITOFKNOWLEDGE


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MFA PORTFOLIO STEPHANIE YU



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" I FIND THAT AGREAT PART OFINFORMATION I HAVE,

WAS ACQUIREDBY LOOKING UPSOMETHING ANDFINDING SOMETHINGELSE ON THE WAY."

ADAMS, FRANKLIN P.


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The middle character of my chinese name combinestwo symbols that mean knowledge and sun. I believethat design is the combination of these two formswhic h spr e a d pos i t ive powe r l ike sun l igh t th r oughvisua l in f o r ma t ion . To a c qu ir e a n un de r s ta nd ingf r om e a c h de s ign I c r e a te , I f oc us on the p r oc e ss .While I am designing, I rediscover the history ands to r y be h ind e a c h p r o je c t . To f o r m a un ique vo ic e ,I synthesize each thought, dot and b it and transformthem by integrating type, images and graphics. Thisportfolio is the selected work of my pursuits andeach pursuit shows the findings that I have acquired.


OPY RIGHT 2012 ALL RIGHTS RESERVED. NO PART OF THIS

UBLICATION MAY BE REPRODUCED, STORED IN A RETRIEVEL

YSTEM OR TRANSMITTED IN A NY FORM OR BY ANY MEANS

ITHOUT THE WRITTEN PERMISSION OF STEPHANIE YU.

r tfo lio

PURSUIT OF KNOWLEDGE

tru cto r

ARY SCOTT

mera

KON D90

o ne

0 452 7027

p eface

HITNEY HTF, MELBOURNE, SENTINEL

p er

NCH 100 LB. TEXT

s ign er

EPHANIE YU

h ool

CADEMY OF ART UNIVERSITY

NEW MONTGOMERY ST.

AN FRANCISCO

n din g

AURUS BOOKBINDERY

ma il

[email protected]

o togr aphy

EPHANIE YU

f twa re

LUSTRATOR, INDESIGN, PHOTOSHOP

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E


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02

06

08

01

05

07

THE PURSUIT OF COMFORT

PAGE 8 33

THE PURSUIT OF HOPE

PAGE 34 63

03THE PURSUIT OF SUNSHINEPAGE 64 77

THE PURSUIT OF INDEPENDENCE

PAGE 86 97

THE PURSUIT OF VITALITY

PAGE 98 10 5

THE PURSUIT OF THE COMMON GOOD

PAGE 106 12 1

THE PURSUIT OF EXOTIC

PAGE 12 2 13 5

04THE PURSUIT OF PASSIONPAGE 78 85


TABLE OFCONTENTS


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01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 Pr oje ct

Tit le

HOME AWAY FROM HOME

Class

NATURE OF IDENTITY

Ty p eface

ARCHER, MELBOURNE

Sem est er

2012 SPRING

Ins tru ctor

HUNTER WIMMER

Categ o ry

BRANDING

01

THE PURSUITOF COMFORT

0 8 0 9PAGEHOME AWAY FROM HOMETitleO RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E


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01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 Pr oje ct 1 0 1 1PAGE

HE PURSUIT THE OUTCOME

ude n ts we r e a ske d to se le c t a de a d ,y ing o r de f unc t b r a nd a nd r e br a nde se le c te d b r a nd to de ve lop i t s ne wentity, visual standards and brand

xtensions. Branding is about theocess of understanding what definese brand, the identity and the essence the business.

THE ACQUISITION

I de c ide d to b r ing ba c k the na meHOJObe c a use I th ink tha t i t i s ana me tha t c a n c r e a te a t te n t ion a ndsounds f r ie nd l ie r. I c a me up w i ththe ide a o f home a wa y f r om hometo promote Howard Johnsons idealsof comfort and convenience for all.My ide a i s to c r e a te a n a tmosphe r eof wa r mth a nd a se nse o f be long ing .Ente r ing a Howa r d Johnson e s ta b-l i shme nt i s l ike c oming home , a p la c ewhe r e pe op le f e e l we lc ome a ndrelaxed. Howard Johnson is not justa p la c e to e a t a nd s le e p , bu t a r e la te dc ommuni ty o f p la c e s , pe op le a ndse r v ic e s tha t p r ov ide a n a tmosphe r eof caring, trust and warmth.

HOJO will be focusing on travel; thetime while you are traveling away fromhome. Whether you are on businesstrip or personal travel, Hojo is alwaysa p la c e whe r e you c a n c oun t on asmile and a quality experience. Thenew identity is inspired by the idea ofhome and a smiling face, and I wantit to evoke a sense of friendliness andwell being. The colorful design androunded typefaces are what give thebrand a sense of fun and warmth. Thelanguage tone that carries throughthis book is also friendly and similarto a southern hospitality greeting.

REBRANDING HOWARDOHNSON AS HOME AWAY

FROM HOME

HOME AWAY FROM HOMETitleO RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E


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The newly designed logo is inspired

by home and a smiling face, and I want

to create a new logo that evoke a sense

of friendliness and well being. The

House of Smiles is a happy, loving and

warmhearted sign which everyone

wants to experience.

HOME AWAY FROM HOMETitleO RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E


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THE PURSUITOF HOPE

Title

ALMOST THERE

Class

INTEGRATED

COMMUNICATION

Ty p eface

HELVETICA NEUE LTD.

Sem est er

2011 FALL Ins tru ctor

CHRISTOPHER MORLAN

Categ o ry

PRINT, WEB, IDENTITY

02

01 02 0 3 0 4 0 5 0 6 0 7 0 8 0 9 Pr oje ct 3 4 3 5PAGE


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PROMOTING A FILMFESTIVAL FOR GUSVAN SANT


udents were asked to pick a filmr e c to r a nd a se r ie s o f f i lms , the ncreate a promotional piece based

n the selected films that will consist a set of materials which must func-on toge the r a s a whole . For th isoject, I picked Gus Van Sant as myle c te d d i r e c to r.

THE ACQUISITION

Gus Van Sants f ilms are often focusedon young pe op le s l i f e jour ne ys . Mostof h is f i lms de a l w i th the t r oub le dr e s t le ss you th who f a c e de spa i r ingm o m e n t s i n t h e i r l i v e s . A n d o n l ythose young pe op le who a r e a b le tole a r n f r om ba d e xpe r ie nc e s w i l l bea b l e t o t a k e c o n t r o l o f t h e i r l i v e s .I c r e a te d a f e s t iva l c a l le d AlmostThe r e . The me ssa ge be h ind th is f e s -tival is to inspire young people to findthe op t imis t ic s ide in the hope le ssmome nts o f the i r l ive s . I hope to e n-c our a ge some of the pe op le who c ometo th is f e s t iva l to f ind insp i r a t ion inGus Van Sants f ilms. Perhaps they cansee how they have moved or will movef r om de spa i r towa r ds hope dur ing thetough situations they faced or will facein the i r own l ive s . My v isua l de s ignc onc e p t ke ywor ds a r e jour ne y a ndstreet. The chosen photography themea r e p la c e s tha t mos t bor e d youngpe ople ha ng a r ound . I use b la c k a ndwhite photos to evoke despair.

I designed a series of items includinga poster, festival catalog, advertisements,DVD pa c ka g ing , t ic ke ts a nd pa sse s ,website, schedule, and film soundtrack.A lso , the th r e e p r oduc ts f unc t ion a sf e s t iva l souve n ior s tha t a r e r e le va n te x te ns ions ba se d on my f e s t iva lc onc e p t . The se i te ms a r e r oa d t r ipsur v iva l k i t s , no te books , a nd a Cur eFor the Hope le ss k i t s . The Cur e Forthe Hope le ss k i t s a r e a c o l le c t ion o finspiring quotes that will help youngpe ople ge t th r ough ba d mome nts .The roadtrip survival kit consisits ofi te ms to ge t ove r the ba d mome nts .The no te books a r e a me dium to wr i tedown ba d e xpe r ie nc e s a nd le a r n f r omthem and hopefully remember how theyoung people overcame their problem.

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E ALMOST THERETitle


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Title

UGG SHOES PACKAGE

Class

PACKAGE DESIGN 2

Ty p eface

GOTHAM, QUICKSAND

Sem est er

2011 FALL

Ins tru cto r

PAUL KAGIWADA

Categ o ry

PACKAGING

03

THE PURSUITOF SUNSHINE

6 4 6 5PAGE0 1 0 2 03 0 4 0 5 0 6 0 7 0 8 0 9 Pr oje ct O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E UGG SHOES PACKAGETitle


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PACKAGING UGGSHOES WITHSUSTAINABLE MATERIALS



ck an existing shoe brand and createomotional packaging for a new line sustainable footwear. The purposethis project is to employed sustainable

ackaging practices and create structurallutions to both protect and displaye shoes.

THE ACQUISITION

UGG has its roots in surfing. The shoeswere first made to keep surfers warmand comfortable. The Australian founder,Brian Smith, loves the casual lifestylein Southern California and decided toexpand the business there. My conceptis inspired by the story behind the UG Gbr a nd . I wa n t to c r e a te sus ta ina b leshoe packaging based on the concept ofbeachiness, while keeping the essenceof the fashionable attributes of the brand.My target audience is young women 20to 35 years old, who prefer a luxuriouslifestyle. They love to dress in a casualyet contemporary style.

UGG is well known not only as a luxuryfootwear maker but also as an iconf or the c a sua l a nd a c t ive l i f e s ty le .Thr e e ke ywor ds f o r my c onc e p t a r ewarmth, cozy and stylish. I want toc r e a te a sus ta ina b le pa c ka g ing no tonly for storage of the product butpackages that motivate customers touse the boxes for other purposes. Theshoe box is made of cardboard c overedwith textile . The earthy tones of thematerials match to the shoes and evokethe se nse o f the be a c h .

UGG SHOES PACKAGETitle


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Title

SPANISH MUSIC POSTER

Class

TYPE EXPERIMENT

Ty p eface

ADOBE CASLON PRO

Sem est er

2010 SPRING

Ins tru cto r

STAN ZIENKA

Categ o ry

PRINT

04

THE PURSUITOF PASSION

7 8 7 9PAGE0 1 0 2 0 3 04 0 5 0 6 0 7 0 8 0 9 Pr oje ct O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E SPANISH MUSIC POSTERTitle


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CELEBRATING A SPANISHMUSIC WITH A POSTER

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E SPANISH MUSIC POSTERTitle


e were asked to choose a song

nd c r e a te a n e xpe r ime nta l typo-

aphical poster. Develop a rationale

r interpreting a piece of music

r ough typogr a phy, ima ge r y a nd

yout without any photo editing.

THE ACQUISITION

I c hose la t in song Ba i la me sung by

Gypsy Kings. This is a spanish song

that reminds me of the time when I was

in Spa in a nd the pa ss iona te spa n ish

people. When I listen to this song, I think

about going to see a flamenco dance

pe r f o r ma nc e . I wa n te d to e xpr e ss the

idea of this lively atmosphere as well as

the passion and confidence of flamenco

da nc e r s . The de s ign a ppr oa c h i s to

bring in various materials and use

projector to create more dimensional

design solutions.

To experiment typography and images,

I found images and designed various

typographic compositions printed on

acetate sheets as the components to

explore through projector. I manually

tw is te d a nd tu r ne d ma te r ia ls a nd

photographed them in different angles

to create unique compositions. I think

the c on t r a s t ing c o lo r c ombina t ions ,

black and red, strongly evoke the sense

of the passion as well as the dance

that is f lamenco.


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THE PURSUITOF INDEPENDENCE

Title

BOOMERANG CHILDREN

Class

VISUAL COMMUNICATION

Ty p eface

HELVETICA NEUE LTD.

Sem est er

2010 SPRING

Ins tru cto r

PHIL HAMLETT,

JEREMY SCOUT

Categ o ry

PRINT

05

8 6 8 7PAGE0 1 0 2 0 3 0 4 05 06 0 7 0 8 0 9 Pr oje ct O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E BOOMERANG CHILDRENTitle


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HOWING THE HUMAN IMPACTOF BOOMERANG CHILDREN

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E BOOMERANG CHILDRENTitle


horoughly research a topic for an entire

mester and produce a book. The goal

to synthesize the observations and

search findings and transform these

eas into a strong message.

THE ACQUISITION

The number of adult children moving

back home is increasing and becoming

a c ommon t r e nd nowa da ys . Th is i s

c a l le d the boome r a ng phe nome non .

Boomerang children are young adults

who graduated from college or graduate

school and returned to live with their

pa r e n ts . I e xp lo r e d th is soc ia l i s sue ,

a nd in th is p r o je c t I d isc usse d i t s

impact on both the family and society

by ga the r ing op in ions f r om d i f f e r e n t

pe op le . I le a r ne d tha t , a s a g r a ph ic

designer, it is important to synthesize

information and communicate visually

wi th the suppor t ing me ssa ge . The

in f or ma t ion c a n be f ound f r om ma ny

kinds of medias such as books, online

research, interviews and questionnaires.

The result of this book is the conse-

que nc e o f ins igh ts f r om pe op le who

Ive talked to. I held a conversation

party and invited ten people to discuss

this boomerang phenomenon. To invite

pe op le to jo in my pa r ty, I de s igne d

invitations, questionnaires and little

pamphlets to promote this topic. The

main goal of this discussion was to

ga the r a nd d is t i l l the in f o r ma t ion

regarding the impact on the family

a nd soc ie ty o f boome r a ng c h i ld r e n .


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17C H ILD R EN

The bo omeran g chi ldren pheno menonrelates directly to the bad economyIt isthe s ingle bigges t reason the majority of young adult children move back home. Itis all about money, they are not able tobecome financially independent on theirown. This could be caused by s everalfactors such as expens ive hous ing,

jobl essnes s, lowe r-paid or de ad end jobsand so on.

Returning home might or might not bea good choice to save money. If theyoung adult children have left home for

I AM PRETTY CONFIDENT

THAT THE BAD ECONOMY

IS AMONG THE REASONS

THAT CHILDREN NEED TO

RETURN HOME AFTER THEY

GRADUATE FROM COLLEGE.

KIM BURKE

colleges and move back to s tay at home,it would save money from parents pocketsbecause they dont have to spend extraexpenses on hous ing to support theirchildren living outs ide the family. Byliving under the same roof, the family alsoshares the household arrangements andthis becomes more economical. Moreover,young adult children save more money ontheir own if they get a job b ut live at homewith their family.

34 35B O O MER A N G C H ILD R EN

IF YOU WANT CHILDREN TO KEEP THEIR FEET ON THE GROUND, PUT SOME RESPONSIBILITY ONTHEIRSHOULDERS.

ABIGAIL VAN BUREN


Some people move back, not because of financial is sues , but they need to take careof their elderly family members at home.In mos t As ian countries , children normallyreturn home after graduating from collegeand s tay with their parents until they getmarried. Moreover, young male adults arewilling to live with their p arents even if theyget married. This is part of the reasons ontraditional values in As ian countries . The

THE MAJOR REASONS FOR ME TO MOVE BACK HOME WERE LACK OF

FINANCIAL ABILITY, AS WELL AS A DESIRE TO TAKE CARE OF MY

FAMILY.

LIN, HSINJU

multigeneration living pattern is popular,where the younger generation takes care of the elder one. They think that living under thsame roof, it is eas ier to take care of eachother as well as to improve family closeness .In the Western countries , it is not as commoas in As ia. However, parents are s till happyto live with adult children if it is economicallyaffordable.

25C H ILD R EN

01 BOOMERANG CHILDREN

ITS NOT ABOUT WHAT YOU KNOW, ITS ABOUT WHO YOU KNOW.

Building up networks through out theiracademic years is important for s tudents ,especially for graduate s tudents . Thisnetworking not only refers to finding part-time

jobs in o rder to gai n some exper ience, butalso working hard at school. After graduation,the cruel thing is that s tudents have to facethe reality. Nothing good ever comes out of doing what is easy. That means s tudents haveto work hard and to get out of their com-fort zone. Moreover, getting an internship isalso helpful for getting in touch with peopleouts ide the schools or who are alreadyworking in the indus try.

CJ. THOMS


0 1 B O O MER A N G C H ILD R EN

MY FAMILY IS TRYING

TO RAISE ME NOT TO BE

A BOOMERANG CHILD.

Some of the boomerang problem is due toyoung adults not wanting to be adults . Theywant to try more lifes tyles and keep all of their options open. For example, they wantto travel and to take some life choice risks .

They woul d rather ha ve freedo m over havi nga secure place in mains tream society. Theymostly view settled down adulthood asboring and predictable.

M A D E L I N E

Moreover, they also dont want to beres trained by a s ingle job. They dont planto work at one place for too long. They think that working at one place their whole life isnot what they are looking for. They do wantto do work that means something. They wantsomething that expresses who they are. Theymostly care about their immediate careersand ins tant gratification


0 1 B O O MER A N G C H ILD R E

Ones personal space is invaded whenyoung adult children move back home aftergraduation. As they are already adults , theywant to have respect and privacy. This ishard to balance after living for a couple of years on their own outs ide the family, duringcollege life. For adult children themselves ,they also need to respect the rules such ascurfues set up by the family. On the otherhand, the parents always play an impor-tant

I WOULD FEEL BAD

FOR MAKING MYSELF

A BURDEN ON MY

PARENTS.

NATHAN KIP P

role in taking care of the family childrenmembers no matter how old they are. Theparents could have kept their schedule quitefree and flexible if their chil-dren were notback at home. However, it i ncreases therespons ibility on the parents if adult childrens tay at home, not because that is their duty,but they automatically do it for their children


BOUT HOW AN HIT, ITS HARD YOU AND KEEP

some degreestudents orng out becausetheir parentsng at hometually afraid of wn. It would beack if they have

FRANK HERNANDEZ

legitimate reasons. Since they are no longerconsidered mommy or daddys baby children,they should find a way to live on their own,independently. Life is not about how hard youcan hit, its about how hard you can get hit andstill keep on moving. No matter whether youstay at home or not, you need to stay alive andwork for it.


NO MATTER HOW OLDYOUR PARENTS GET,MOST OF THEM DO NOT STOP PARENTING YOU.

One thing that I respect the mos t aboutmy father is his dedication to the family. Healways said I am never going to s top movingeven though I have plenty of money. If hewants to retire, he could have done it early.However, he said, I am not finish yet. I s tillhave to make sure that I have enough moneyfor my children and my childrens children.

MICHAEL FANG

0 1 B O O MER A N G C H ILD R E

I am Stephanie (ChihTing) Yu, an international s tudent from Taiwan, and curr ently purs uing an MFA in graphic d esign atthe Academy of Art Univers ity. I previous ly attended a des ignprogram before beginning to learn formal des ign principles inthe USA. I have grown up in an Asian environment for morethan twenty years , and I think that s tudying here is a goodoportunity to sharpen my creative thinking as well as to look at things at diffreent angles .

My pass ion for becoming a des igner is not only to make thingsthat are visually appealing but also communicate with peopleouts ide des ign world. I also want to involve in the society andsolve the problems through my eyes as a graphic des igner.

WHOAM I?

9 0 9 1PAGEO RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E BOOMERANG CHILDRENTitle 0 1 0 2 0 3 0 4 05 06 0 7 0 8 0 9 Pr oje ct


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22 23BOOMERANG CHILDREN


$ 20,000

TUITION GROWTH OVER THE PAST

THIRTY YEARS IN PUBLIC AND

PRIVATE SCHOOL

19 80 1990 2000 2010

S o u rc e : P o l l re s u l t s re l e a s e d b y C o l l e g e G ra d . c o m.

$ 30.000

$ 25.000

$ 5.000

$ 10.000

$ 15.000

$ 20.000

GRADUATE SENIORS OWE $20.000 IN STUDENTLOAN DEBT ON AVERAGE

52 B O O ME R A N G C H I L D R E N

SRF

AT

Crshhem

IS

SO



JOBLESSNESS AND

OUTSOURCING

The bad econ omy has created a large group o f boom-eran g ch i l d ren w h o can n o t f i n d a j o b a f t e r co l l eg e o r w h oare unable to sustain the lifestyle they were accu-stomedto growing up in. According to the Bureau of Labor Sta-tistics, the jobless rate for 25 to 34 year olds had risen to9 .4 % i n 2 0 0 8 f ro m 1 4 % i n March 2 0 0 9 .

Additionall y, more and more f actories and co mpaniesoutsource jobs to countries which have cheaper labor.

The National Asso ciation of Col lege and Employ ers saidt h a t g rad u a t i n g c l as s o f 2 0 0 9 rece i v ed 2 2 % few er j o b o f -fers than the previous year. The U.S. Department of Laborreports that the unemployment rate for bachelors degreeholders under age 27 is the worst since 1983. This phe-nomenon affects the job market. Consequently, it is mored i f f i cu l t fo r recen t g rad u a t ed s t u d en t s t o f i n d j o b s .

JOBLESS RATE FOR 2 5 TO 3 4

YEARS OLD YOUNG ADULT

FROM 2008 TO 2009

Source: Poll results released by CollegeGrad.com.

2008 2009

9.4% 14%


MOST STUDENTS PL

THEY ARE TAUGHT

SCHOOL BUT LACK

TO LEARN. THEY DO

EXACTLY WHAT THE

BEFORE OR AFTER

Design typographical t-shirts withinspirational quotes to motivate sto plan ahead before graduation.professionally supported, one-to-relationships with mentors.

IS S U E

SOLUTION


0 1 B O O ME R A N G C H I L D R E N

BOOMERA GCHILDREN

RECENT GRADS HAVE LESS

WORKING EXPERIENCE AND

NETWORKING

Create an organization that would helpboomerang children reach their potentialthrough professionally supported, one-to-one relationships with mentors.

IS S U E

SOLUTION


BOOMERA GCHILDREN

THE MAJOR REASON

BOOMERANG CHILD

MOVE BACK HOME I

OF FINANCIAL FACT

Design a set of brochures to providtips on how to save money includineasily understandable investment ition to help them step by step to umoney management.

IS S U E

SOLUTION

04 B O O ME R A N G C H I L D R E N 05


HERE AR E THE STATISTI CS

OF COLLEGE GRADUATES

LIVING AT HOME. THE RATE

IS INCREASING BETWEEN

20062 009.

COLLEGE GRADUATES ARE

INCREASINGLY MOVING BACK

TO LIVE WITH THEIR PARENTS

AFTER GRA DUATION.

25

50

75

2 00 6 2 00 7 2 00 8 2 00 9

100

Source: Poll results released by C o l l e g e G ra d . c o m.

73 %

77 %

80 %

67 %

65%

65% OF COLLEGE GRADUATE STUDENTS MOVE BACK HOME

AFTER GRADUATION.

13


The number of adult children mov ing back home is increasingand becoming a common occurence nowadays. This is calledThe Boomerang Children Phenomenon. I want to explorethe reasons behind this trend, and discuss its impact on boththe family and society.

Parents expect that their children will become indepen-dentand self-sufficient after graduating from college or graduateschool. However, the reality turns out to be an unexpectedsituation. More and more recent gra-duates are asking theirparents for permission to move back home. Some believethat the boomerang children phenomenon is due to harsheconomic times, while others place the blame on upbringingand background. The number of children moving back homeis increasing and becoming a common trend. How does thisshift affect both family and society?

INTRO

30 31B O O ME R A N G C H I L D R E N


SAVEMONEY

PERMISSIVEPARENTING

TAKECAREOF THE

FAMILY

GRADUATING FROM

COLLEGE

PARENTS LOSE FREEDOM AND

DELAY THEIR RETIREMENT After parent s spend thousa nds of dollars raising the irch i l d ren , t h ey ex p ec t t h a t t h e i r ch i l d ren w i l l b eco me f i -nancially independent as well as have the ability to work or to find a job. In that way, parents can finally take a

rest and enjoy their time after retirement. Living togetherw i t h ch i l d ren may o f fe r fami l y c l o s en es s , b u t i n s o mecases the parents have to cut back on pleasures suchas d i n i n g o u t an d v aca t i o n s , o r ev en co n t i n u e o r re t u rnto work to support the family. The parents have to spend

ex t ra ex p en s es i n s u p p o r t i n g t h e i r ch i l d ren f i n an c i a l l y. As a result, pa rents have to work longe r in order t o makes u re t h a t t h ey h av e en o u g h mo n ey fo r t h e i r ch i l d ren , an da l s o fo r t h ems el v es , t o s p en d a f t e r re t i remen t .

SOME REASONS ABOUT RECENT

GRADS MOVE BACK HOME.

70%OF YOUNDADULTS RETURN HOME

DUETO THEBADECONOMYAND THE

DIFFICULTYOF FINDING A JOB.

70%


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Title

SOURCE RESTAURANT

WEBSITE REDESIGN

Class

WEB TOOLS: HTML

Ty p eface

CLARENDON, GOTHAM

Sem est er

2012 SPRING

Ins tru cto r

ANDREA PIMENTEL

Categ o ry

WEB

THE PURSUITOF VITALITY

06

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REDESIGNING SOURCESVEGETARIAN RESTAURANTWEBSITE

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E SOURCE RESTAURANT WEBSITE REDESIGNTitle


e were asked to pick a restaurant and

eate an HTML website. The webpage

ust show the ability to apply HTML,

SS and demonstrate an understanding

visual communication and typography

i th we b te c hno logy. I de s igne d a

ebsite for the vegetarian restaurant

alled Source, located in the SOMA

strict in San Francisco.

THE ACQUISITION

Source is a vegetarian restaurant

that believes in keeping the earths

ecosystem in balance. The restaurant

selects high quality organic food and

cooks its dishes in an innovation way.

W he n th ink ing a bou t ve ge ta r ia n f ood ,

words such as freshness and healthy

come to mind. I developed an earthy

and homemade feel to convey freshness.

My f oc us a ud ie nc e i s 25 to 45 ye a r

old consumers who live an active lifesty

leand care about what they eat. The

c ur r e n t we bs i te la c ks a ny o r ga n ic

feeling. To revamp it, I applied earthy

color combinations and textured

ba c kgr ounds to show my c onc e p t .

The new site consists of six pages. The

site contents include a homepage, menu,

photo, contact information, online order

page and a collection of press releases.

I applied typographic treatments and

a grid system that I learned in print

de s ign . I le a r ne d tha t a good type

hierarchy makes the user experience

fluid and intuitive. The position of

navigation is also important for users

to easily browse the website.


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REDESIGNING THEMASS MARKET LINEOF MAHATMA RICE

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E MAHATMA RICE MASS MARKETTitle


ude n ts we r e g ive n a n e x is t ing

oduc t f ound in mos t supe r ma r ke ts .

he pur pose o f th is p r o je c t i s to

design its packaging and to explore

s t r ong she l f p r e se nc e a s we l l a s

omote the message of quality. We

so needed to develop line extensions.

wa s ta ske d w i th r e de s ign ing the

merican rice brand, Mahatma, owned

y Riv ia na Foods , I nc . Ma ha tma is

mericas first major rice brand.

THE ACQUISITION

The or ig ina l pa c ka g ing o f Ma ha tma

wa s a p la s t ic ba g . I r e de s igne d the

pa c ka g ingus ing a box tha t ma ke s

the product recognizable on the shelf ,

ma ke s i t e a sy to s to r e a nd ke e ps

the rice fresh. The keywords for the

concept are family, homemade, and

Ame r ic a n . I f oc use d my ta r ge t

a ud ie nc e on shoppe r s who e a t r ic e

more than three days a week. The

ke y c ons ide r a t ion f o r r e br a nd ing the

mass-market line is to increase the

pr oduc ts v is ib i l i ty ove r the o the r

rice brands on the shelf . I explored

type h ie r a r c hy a nd ide n t i f ie d wha t

is the most important information

for consumers to distinguish in

the pa c ka g ing .

To make the newly designed packaging

distinguishable in the supermarket

environment, I redesigned the logo by

typesetting it with Clarendon Condensed

Bold to keep an American feel. I created

line extensions for white rice, brown

rice, wild rice and red rice mix by using

different colors to separate each line.

The frontside graphics are inspired by a

rice paddy field with a die-cut technique

to show the rice. On the back are step-

by-step cooking instructions using hand-

drawn icons.


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Title

MAHATMA RICE

BOUTIQUE LINE

Class

PACKAGING DESIGN 2

Ty p eface

GOTHAM, ADOBE CASLON

Sem est er

2011 FALL

Ins tru cto r

PAUL KAGIWADA

Categ o ry

PACKAGING

08

THE PURSUITOF THE EXOTIC

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CREATING A BOUTIQUE LINEFOR MAHATMA RICE

O RT F O LI O O F S T E P HA N I E Y U I N P UR S U I T OF K N O WL E D G E MAHATMA RICE BOUTIQUE LINETitle


udents were tasked with the creating

ackaging of a new boutique line with

x te ns ions f o r a la r ge f ood b r a nd .

created a boutique line for the American

ce brand Mahatma, which currently

as only mass-marketed products.

THE ACQUISITION

The Mahatma rice boutique line

explored the idea of food culture

a nd f la vor e x te ns ions ba se d on

the c u is ine o f d i f f e r e n t c oun tr ie s .

I developed four lines: Japanese

sushi mix, Spanish paella, I talian

risotto and Indian basmatic. The

keywords for the concept were

gourmet, exotic and modern. The

bout ique pa c ka ge de s ign wa s

insp i r e d by the long i tude a nd

latitude of each of the four countries.

I experimented with type choices

a nd h ie r a r c hy to f ind the a e s the t ic

that best communicated the charac-

teristics of each line. The packaging

containers are glass jars that can be

reused to store any dry goods.

The la be ls a t bo th the f r on t a nd

back sides convey the information

mainly through typography. I created

four patterns with distinct color

c ombina t ions to r e pr e se n t e a c h

c ountr y. The Ma ha tma logo i s

redesigned to make it more refined

to the boutique market.


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Y BELOVED FAMILY

ha nk you to my da d , mom, g r a ndmom, b r o the r a nd

wo little sisters. I really appreciate all the support

nd unde r s ta nd ing you ha ve g ive n me dur ing th is

ocess of pursuing what I love these past four years.

ithout your love and encouragment, I wouldn t have

e courage to chase my dream of becoming a graphic

esigner. This portfolio is dedicated to all of you, and

hope I ha ve ma de you p r oud .

Y INSTRUCTORS

ary Scott, Phil Hamlett, Hunter Wimmer, Michele

omse n , Je r e my Stou t , Chr is tophe r Mor la n , Sta n

ie nka , Pa u l Ka g iwa da , Andr e a Pime nta l , Emma

on , Mic he a l K i lgor e , a nd Je nn i f e r Ste r l ing . I de e p ly

ppreciate everything I have learned from all of

ou in th is p r ogr a m. Tha nks f o r a l l the g u ida nc e

nd ind iv idua l a dv ic e .

Y CLASSMATES AND FRIENDS

o a l l o f you who a c c ompa nie d me th r ough

is jour ne y.

IN MY GREATESTAPPRECIATION OF



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