It's Not What I See But How I Lok At It

IT’S NOT WHAT I SEE BUT HOW I LOOK AT IT

IT’S NOT WHAT I SEE BUT HOW I LOOK AT IT

s e l e c t e d w o r k s o f NUTCHANOK VONGSWAT

c o p y r i g h t A L L R I G H T R E S E R V E D . N O P A R T O F T H I S B O O K

M A Y B E P R O D U C E D , I N A N Y F O R M O R B Y A N Y

M E A N S , W I T H O U T T H E W R I T T E N P E R M I S S I O N

O F N U T C H A N O K V O N G S W A T.

p h o n e 4 1 5 . 9 9 0 . 2 3 9 4

e - m a i l J A N U A R Y _ 1 5 0 1 @ H O T M A I L . C O M

w e b N U T C H A N O K - V. C O M

a c a d e m y o f a r t u n i v e r s i t y 7 9 N E W M O N T G O M E R Y S T R E E T

S A N F R A N C I S C O , C A 9 4 1 0 5

A lot of people might see design as gathering information, making decisions and composition. However, when you look at the design more closely, you will realize that it’s more than that. Design is about visually communicating a concept or idea in a unique way. As a designer, it is also important to be able to look at a problem from all sides, at different angles and perspectives, but still maintaining the story and main message. Every design has a specific purpose, and nothing is arbitrary. Being a designer, I have learned to look at things more closely and in many different ways. I learned that every tiny detail in a design has its own purpose.

INTRODUCTION

0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 po r t f o l i oN U T C H A N O K V O N G S W A T

IT’S NOT THE OXYGEN, BUT THE HYDROGEN SULFIDE THAT KEEPS US ALIVE.

IT’S NOT JUST ABOUT LOVE, BUT PERSPECTIVE.

IT’S NOT HOW OLD YOU ARE, BUT HOW YOU TAKE CARE OF YOURSELF.

IT’S NOT THE SLOW CHANGE, BUT THE SUDDEN.

IT’S NOT JUST THE QUALITY, BUT THE TASTE.

IT’S NOT JUST A PLACE FOR PEOPLE, BUT A PLACE FOR TREES.

IT’S NO LONGER ABOUT THE BAGS, BUT THE HOUSEHOLD APPLIANCES.

IT’S NOT THE PRESENT WE NEED TO VALUE, BUT THE PAST.

IT’S NOT JUST THE GROCERY LIST, BUT THE SHOPPING EXPERIENCE.

IT’S NOT JUST THE BRAND REPRESENTATION, BUT THE CONNECTION.

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TABLE OF CONTENTS

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o v e r v i e w

I selected ‘Suspended Animation’ as my topic of the conference. Suspended animation is when a body is put into a state of indefinite preservation. Scientists have experimented with it on animals. Very low amount of hydrogen sulfide is used to bond to oxygen receptors, putting the animals into a state of suspended animation. Replacing the need for oxygen allows the animal to lower its metabolic rates to an extremely low level, but once the hydrogen sulfide is removed, the animal recovers without any side effects. The conference will educate the audience about suspended animation and how it could be useful in saving people’s lives.

o b j e c t i v e

To design a three day conference about a pertinent issue facing the selected topic. The project consists of designing a 48-page experimental book that addresses the topic of the conference, promotional poster, kinetic typographic video and direct mail piece.

s o l u t i o n

Suspended animation is like extended sleep and with it a missing period of time. But in that time, a cure may have been discovered to save the patient. Like Rumpelstiltskin, the patient wakes to a new world filled with possibility. White gap, therefore, is introduced as a design element to represent the concept of pausing and resuming during the suspended animation. In addition, the fresh color palette and scientific looking typefaces are carefully chosen to help enhance the message and concept of the H S conference.2

d u r a t i o n1 5 W E E K S

c a t e g o r yP R I N T

t a r g e t a u d i e n c eM E D I C A L S T U D E N T S & S C I E N T I S T S

d e l i v e r a b l e sB O O K / P O S T E R / M A I L E R / K I N E T I C V I D E O

t y p e f a c eU N I T E D S E R I F / B L E N D E R P R O

a t t r i b u t e sE D U C A T I O N A L / C L E A N / T E C H N I C A L

[ p r o j e c t 0 1 ]

IT’S NOT THE OXYGEN, BUT THE HYDROGEN SULFIDE THAT KEEPS US ALIVE.

c o u r s eT Y P O G R A P H Y 4

i n s t r u c t o rA R I E L G R E Y

p r o j e c tH S C O N F E R E N C E2

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0 1 5


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0 1 [ 0 2 ] 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 po r t f o l i oN U T C H A N O K V O N G S W A T

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o v e r v i e w

Love and relationships take work, commitment, and a willingness to adapt and change. Love often grows and changes. This is because human nature between the genders is different. They think differently, feel differently and react differently to even the same subject matter. Hence, good communication is a fundamental part of a healthy relationship. When a couple stops communicating well, they stop relating well. This often results in conflict and misunderstanding and therefore, each confrontation may widen the emotional distance and the relationship can irreparably deteriorate.

o b j e c t i v e

To design a series of three posters to promote the Pantone Color Matching System, using the maximum of four colors in each poster. In addition, black could not be used, even with type. The concept is open to interpretation as long as it highlights each Pantone Color Palette used in the posters.

s o l u t i o n

Inspired by the Ugly Truth movie and its poster, each Pantone poster represents a different stage of a relationship; the beginning, the middle and the end. Different perspectives between males and females in the relationship are also added in each of the stages to communicate the different thinking between the genders and how this thinking affects the relationship emotionally. The color palette becomes cooler as the relationship digresses.

d u r a t i o n7 W E E K S


t a r g e t a u d i e n c eD E S I G N E R S

d e l i v e r a b l e sT H R E E 1 8 ” x 2 4 ” P O S T E R S

a t t r i b u t e sC O L O R F U L / F R E S H / R E L A T A B L E

c o l o r

[ p r o j e c t 0 2 ]

IT’S NOT JUST LOVE, BUT PERSPECTIVE.

c o u r s eP R I N T 1

i n s t r u c t o rM E G U M I K I Y A M A

p r o j e c tP A N T O N E P O S T E R S

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100% LOVE100% LOVE E550% LOV0% LOVE 0% LOVE 0% LOVE


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o v e r v i e w

With the growing number of baby-boomers heading for retirement and the elderly living longer, the challenge is to create a line of pharmaceutical products for people who suffer diseases related to aging. I focused on a common disease of most women, Osteoporosis. It is a condition characterized by a decrease in the density of bones, decreasing their strength and increasing their fragility. Hence, Osteoporosis literally leads to abnormally porous bones that compress, like a sponge. This disorder of the skeleton weakens the bones and results in frequent fractures.

o b j e c t i v e

To create a brand new image, packaging structure and graphic application for a line of pharmaceutical products between eight to ten items.

s o l u t i o n

The front label contains a dotted pattern background that is only visible on close inspection. This is a visual metaphor for the hidden nature of Osteoporosis which is the disease that doesn’t show symptoms until it becomes severe. The design also incorporates building blocks of color background to represent the idea of promoting strong and healthy bones.


c a t e g o r yP A C K A G I N G

t a r g e t a u d i e n c eF E M A L E A G E S 3 5 - 5 5 Y E A R S O L D

d e l i v e r a b l e s8 - 1 0 P R O D U C T S

a t t r i b u t e sC L E A N / S I M P L E / R E L I A B L E

[ p r o j e c t 0 3 ]

IT’S NOT HOW OLD YOU ARE, BUT HOW YOU TAKE CARE OF YOURSELF.

c o l o r

c o u r s eP A C K A G E D E S I G N 3

i n s t r u c t o rT H O M A S M C N U LT Y

p r o j e c tP H A R M A C E U T I C A L P R O J E C T

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CALCIUM

[ 3 6 0 C A P L E T S ]

600 m i l l i g r a m s

Increasing Calcium Intake Could Increase Bone Density And Reduce The Risk Of Osteoporosis

D I E TA R Y S U P P L E M E N T+ + + + + + +

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Calcium is essential in our body. About 99% of the body’s calcium exist in the bones and its major function is building and maintaining strong bones and teeth

CALCIUM

O t h e r I n g r e d i e n t s : Titanium Dioxide, Cellulose, Vegetable

Acetoglycerides No Ar tificial Colors, Ar tificial Flavors, Sodium

Free, No Wheat, No Gluten, No Soy, No Dair y, No Yeast

S u p p l e m e n t F a c t s

Ser ving Size 3 Caplets

Ser ving Per Container 75

Amount Per Serving %DV

Calcium 1000mg 100%

* D a i l y V a l u e n o t e s t a b l i s h

* W A R N I N G : K E E P O U T O F R E A C H O F C H I L D R E N

E xp i r a t i n Da t e :1 2 A u g u s t 2 01 5

P r oduc t Code :B W - 3 4 8 9 5 C

S t o r e i n a c o o l , d r y p l a c e .

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CALCIUM[ 600 m i l l i g r ams ]

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[ 3 . 7 M L B O T T L E ]


Helps increase bone density and strength in patient with Osteoporosis

Calcitonin is a hormone produced by the thyroid gland that lowers the levels of calcium and phosphate in the blood and promotes the formation of the bone.

Active Ingredient:

calcitonin-salmon

2200 I.U. per mL

Product Code:BW- 348250L

Expiration Date:14 July 2011

Each bottle contains

at least 30 doses.

Store bottle in use at room temperature between

15°C-30°C (59°F-86°F) in an upright position,

for up to 35 days.

Store unopened bottle in refrigerator

between 2°C-8°C (36°F-46°F). Protect

from freezing.

Inactive Ingredient:

sodium chloride,

benzalkonium

chloride and

purified water

The recommended dose

of Calcitonin Nasal Spray

is one spray (150mg)

per day

FOR INTRANASAL USE ONLY

REFRIGERATE

UNTIL OPENED

N A S A L S P R A Y

CALCITONIN

CALCITONINCALCITONIN

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0 12345 67890 5

[ 1 8 0 TA B L E T S ]


Increasing Vitamin D Intake Could

Increase Bone Density And Reduce

The Risk Of Osteoporosis


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Vitamin D promotes the absorption of calcium and phosphorus. It regulates how much calcium is deposited in bones and teeth.VITAMIN D

O t h e r I n g r e d i e n t s : Dicalcium phosphate, Cellulose,

No Sugar, No Ar tificial Colors, No Ar tificial Flavors, Sodium Free,

No Wheat, No Gluten, No Dair y, Yeast Free Potency


Ser ving Size 1 Tablet



Vitamin D 1000mg 250%



E xp i r a t i o n D a t e : 3 J a n u a r y 2 01 5

P r oduc t C ode : B W - 21 5 97 D

S to r e i n a c o o l , d r y p l a c e . + + + + + + +

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VITAMIN DVITAMIN D[ 1000 mil l igrams ]

CALCIUM

[ 3 6 0 C A P L E T S ]


Increasing Calcium Intake Could Increase Bone Density And Reduce The Risk Of Osteoporosis


+ + + + + + + + + + + + + + +

> > > > > > > > > > >

Calcium is essential in our body. About 99% of the body’s calcium exist in the bones and its major function is building and maintaining strong bones and teeth

CALCIUM

O t h e r I n g r e d i e n t s : Titanium Dioxide, Cellulose, Vegetable

Acetoglycerides No Ar tificial Colors, Ar tificial Flavors, Sodium

Free, No Wheat, No Gluten, No Soy, No Dair y, No Yeast


Ser ving Size 3 Caplets



Calcium 1000mg 100%



Exp i r a t i n Da t e :1 2 A u g u s t 2 01 5

P r oduc t Code :B W - 3 4 8 9 5 C

S to r e i n a c o o l , d r y p l a c e .

> >

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CALCIUM[ 600 m i l l i g r ams ]

[ 6 0 TA B L E T S ]


Increasing Vitamin B12 Intake

Could Increase Bone Density And

Reduce The Risk Of Osteoporosis


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People with vitamin B12 levels lower than 148pM/L were at greater risk of osteoporosis than those with higher levels.VITAMIN B12

Other Ingredients: Dextrose, Di-Calcium Phosphate,

Whole Brown Rice Powder (Or yza sativa) No Starch, No

Ar tificial Color, No Ar tificial Flavors, No Preser vatives,

Sodium Free, No Wheat, No Gluten, No Soy

Supplement Facts

Serving Size 1 Tablet

Serving Per Container 250


Vitamin B12 500mg 8333%

*Dai ly Value not establ ish

*WARN I NG : KEEP OUT OF REACH OF CH I LDREN

Store in a cool , dr y p lace.

Expiration Date : 9 December 2015

Product Code :BW-253614D

VITAMIN B12

VITAMIN B 12[ 5 00 m i l l i g r ams ]

MAGNESIUM

[ 1 2 0 C A P S U L E S ]


Increasing Magnesium 3 Inake Could



D I E TA R Y S U P P L E M E N T

Magnesium balances the body’s calcium supply and keeping it from being excreted. MAGNESIUM

Other Ingredients: Gelatin No Starch, No Sugar, No

Ar tificial Color, No Ar tificial Flavors, No Wheat, Sodium

Free, No Gluten, No Corn, No Soy, No Dair y, Yeast Free

Supplement Facts

Serving Size 1 Soft Gels



Magnesium 500mg 125%

*Daily Value not establish

*WARNING: KEEP OUT OF REACH OF CHILDREN

Expiration Date: 24 May 2014

Product Code:

BW- 598634M

Store in a cool, dry place.

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MAGNESIUM[ 500 m i l l i g r ams ]

+ + + + + + + +

+ + + + + + + + + + + + ++ + + + + + + + + + + + + + + + +

> > > > > > > > > >> >

OMEGA 3[ 900 m i l l i g r ams ]

OMEGA 3

[ 9 0 S O F T G E L S ]


Increasing Omega 3 Inake Could



D I E TA R Y S U P P L E M E N T

Omega 3 prevents the release of chemicals that cause the breakdown of bone cells.OMEGA 3

Other Ingredients: Fish Body Oil, Gelatin, Glycerin,

Vitamin E, Enteric Coating, No Sugar, Starch,Ar tificial

Colors, No Ar tificial Flavors, No Preser vatives, No

Wheat, No Gluten, No Corn, No Dair y, No Yeast

Supplement Facts

Serving Size 1 Soft Gels



Omega 3 900mg 100%

*Daily Value not establish


Expiration Date: 17 April 2015

Product Code:

BW- 348765A

Store in a cool, dry place.

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0 4 2

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[ 3 P A C K S - O N E T A B L E T / P A C K ]


Treatment or Prevention for patients with Osteoporosis by maintaining or improving bone mass

O N C E M O N T H L Y

IBANDRONATE

IBANDRONATE

IBAND

RONATE IB

AND

RON

ATE

Ibandronate is a nitrogen-containing bisphosphonate that inhibits osteoclastmediated bone resorption. It helps to decrease activity of the cells that cause bone loss after menopause. IBANDRONATE

Other Ingredients: Lactose Monohydrate, Povidone, Microcrystalline Cellulose, Crospovidone, Purified Stearic Acid, Colloidal Silicon Dioxideand puified water. The tablet film coating contains Hypromellose, Titanium Dioxide, Talc, Polyethylene Glycol 6000 and Purified Water.

Take 1 tablet every month on

your chosen day after you get

up and before taking your first

food, drink, or other medicine

Swallow one tablet with a full glass (6-80z) of plain water.DO NOT take it with mineral water, Coffee, Tea or Juice


Store at room temp59-86 Fahrenheit

Product Code:

BW- 397582TExpiration Date:

11 March 2012

* See accompanying circular for complete dosage information

Nova r t i s I n t e r na t i o na l AG

C H - 4 0 0 2 B a s e l , S w i t z e r l a n dw w w. n o v a r t i s . c o m0 12345 67890 5




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o v e r v i e w

Forever 21 is an American Chain of clothing retailers that is growing quickly in over twenty countries around the world. It features new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make a young women’s look come together at the right price. Forever 21 provides shoppers with an unprecedented selection of today’s fashions, that is always changing and always in style.

o b j e c t i v e

To redesign the corporate identity of a high profile company in order to match the current market. Students would develop a new U.S.P which would drive the concept and creative execution of the project.

s o l u t i o n

The new U.S.P, “The Latest Trends at the Best Price” is developed with the new tagline, “Every Mood Every Move.” The overall visual standard is designed in a magazine layout, featuring images of models in a campaign. To make the visuals more edgy and put more focused on the clothing, all images are in black and white on a strong greyscale graphic pattern to let the bright and colorful clothes standout.


c a t e g o r yI D E N T I T Y / P R I N T


d e l i v e r a b l e sL O G O / V I S U A L S T A N D A R D S

a t t r i b u t e sE D G Y / B O L D / S O P H I S T I C A T E D

c o l o r

[ p r o j e c t 0 4 ]

IT’S NOT THE SLOW CHANGE, BUT THE SUDDEN.

c o u r s eI D E N T I T Y 2

i n s t r u c t o rT O D D H E D G P E T H

p r o j e c tF O R E V E R 2 1 B R A N D B O O K

0 5 1

THE LATEST TRENDS AT THE BEST PRICE


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FOREVER 21




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o v e r v i e w

Sue Bee Honey is not only delicious; it is purified to ensure maximum quality. Samples of all honey are tested and graded for clarity, type, flavor, moisture and color. The most advanced methods are used to ensure that every grade of honey packed under the Sue Bee label is the finest available anywhere.

o b j e c t i v e

To redesign identity and packaging for an existing honey company to ideally target its audience in order to position itself in front of its successful competitors.

s o l u t i o n

Honey’s flavor depends on which flowers the bees are on, hence, the background label design features an abstract illustration of the flower to represent its own distinct flavor. A fresh color palette is coordinated with each flavor. This helps guide the customers to the flavor they are looking for. In addition, the package is in the shape of hexagon, which is usually associated with bees and honey.



t a r g e t a u d i e n c eH O U S E W I V E S

d e l i v e r a b l e s8 - 1 0 P R O D U C T S

a t t r i b u t e sV I V I D / L I V E LY / Q U A L I T Y

c o l o r

[ p r o j e c t 0 5 ]

IT’S NOT JUST THE QUALITY, BUT THE TASTE.


i n s t r u c t o rC H R I S T I N E G E O R G E

p r o j e c tH O N E Y

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o v e r v i e w

The project is a series of unprecedented outdoor exhibitions, taking root in cities around the world. This unique environmental public arts and educational initiative calls on artists, designers as well as students in each location to employ the idea or form of the tree to make a powerful visual statement on banners that are displayed throughout the community. The tree is a metaphor for sustainability and, in that spirit the banners at the close of each exhibition are recycled into totebags and auctioned off to raise money for local environmental and urban forestry initiatives. The program can easily be adapted to address a number of green, educational and creative initiatives in a variety of ways to shape a project that is unique and expressive of the local community.

I have come up with two different concepts for the banner. The first concept represents the idea that there is always a place for trees in our city. The second concept is to represent the idea that trees act to protect our planet.

o b j e c t i v e

To create 31” by 62” banners for the Urban Forest Project using the form of, or metaphor for, the tree to make a powerful visual statement about the environment.

s o l u t i o n

First concept: even though our city has changed drastically from the past, in that we are now surrounded by concrete buildings and fewer trees, trees are still part of our world and are critical to the eco balance of life. I created a tree in a graffiti style to portray the concept that trees are part of our city. I used the tagline ‘xoxo’ to express in a whimsical manner our love of trees and nature.

Second concept: trees serve as shelter and also maintain a fragile eco-balance we live in. Umbrellas are usually associated with the idea of protection since they shelter us from heavy rain and sunshine. Therefore, the umbrella handle is combined with the tree in the design to represent the concept that trees help to protect our earth.



t a r g e t a u d i e n c eP E D E S T R I A N O F A L L A G E S

d e l i v e r a b l e s3 1 ” B Y 6 2 ” B A N N E R

a t t r i b u t e sE N E R G E T I C / M O D E R N / C L E A N

[ p r o j e c t 0 6 ]

IT’S NOT JUST A PLACE FOR PEOPLE, BUT A PLACE FOR TREES.

c o l o r

c o u r s eG R A P H I C D E S I G N 2


p r o j e c tT H E U R B A N F O R E S T P R O J E C T

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c o u r s eG R A P H I C D E S I G N 2


p r o j e c tT H E U R B A N F O R E S T P R O J E C T

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o v e r v i e w

In 1974, LeSportsac introduced a collection of fold-in-a-pouch parachute nylon bags and luggage. Since then, LeSportsac has become an American icon and a leading manufacturer of functional and chic handbags sold in over twenty countries around the world. The product line is a complete range of handbags, backpacks travel bags, totes, messenger bags, attachés and accessories. The Collection’s trademarks have sporty American styling, a wide color and print assortment and lightweight functionality with high performance fabrics and hardware.

o b j e c t i v e

To create a packaging system for a new line of household appliances for an existing company that is not associated with home décor and appliances. The packaging design should match the brand’s identity. In addition, this new line of household appliances could help broaden the company’s brand recognition to a wider target audience.

s o l u t i o n

LeSportsac’s target audience is teenage girls. The company is well-known for its bold and colorful patterns. The products of its household line are carefully selected to suit its audiences youthful and fun lifestyle. The company selected colorful, modern and fun products that are appealing to teenagers, such as a camera, table lamp, pillow, wall clock and study chair. In addition, a bold graphic pattern unique to each products is incorporated into the design to maintain Lesportsac’s aesthetic.



t a r g e t a u d i e n c eC O L L E G E G I R L S

d e l i v e r a b l e sF I V E P R O D U C T S

a t t r i b u t e sF U N / C O L O R F U L / B O L D

[ p r o j e c t 0 7 ]

IT’S NO LONGER ABOUT THE BAGS, BUT THE HOME APPLIANCES.

c o l o r



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o v e r v i e w

I chose Particles Paper from Curious Collection. It is a premium recycled paper filled with little bits of flecks and sprinkles of white, gold and silver. Curious Particles offer the look and feel of handmade paper with the advantages of a machine-produced sheet.

I developed my concept directly from the name of the paper as well as its main characteristics. Our life is full of choices and each choice or each stage of our life is a particle of a whole. There are times that we cannot explain the reason for the decisions we have made. However, what is more important than the cause is the ability to accept that we, as human beings, make mistakes. No one is perfect and everybody needs to live and learn from their past. The whole point is to remember and recall from each experience and be thankful to the past for it helps to fulfill the future.

o b j e c t i v e

To design a paper promotion package for a line of paper by an existing paper company. The promotion includes a 48-page promotional book, swatch cards, swatch container, poster and website. The subject matter is open for selection, but it must be derived from unique aspects of the products, such as its name, colors and textures.

s o l u t i o n

The book features different stages of my life and how the pieces of my past helped me to become who I am today. Broken type and pieces of images are incorporated to emphasize the ‘Particles’ concept.




d e l i v e r a b l e sB O O K / P O S T E R / S W A T C H C A R D S / W E B

t y p e f a c eJ A N S O N

a t t r i b u t e sM E M O R I E S / S O F T / O R G A N I C

[ p r o j e c t 0 8 ]

IT’S NOT THE PRESENT WE NEED TO VALUE, BUT THE PAST.



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• PARTICLES COLLECTION •

• O V E R V I E W •

• O V E R V I E W •

Curious collection is a division of ArjoWiggins, the world’s leading manufacture of creative

eco-sustainable paper that isn’t afraid to change with the times.Curious company has been

all about technical innovation married to-or at least on an intimate footing with-

passionate craftsmanship. Their Collection offers an “outside the box” sensory experience.

Special finishes and treatment and love to “touch” a surface that feels different are what set

Curious Collection apart from other paper company.

Curious Particles is a premium recycled paper filled with little pale fibres, colored fibres,

speckles and sprinkles visible to the eye. Curious Particles contains 40% post consumer and

35% pre consumer recycled fibre with the remaining pulp derived from well-managed

forests. It is manufactured by an ISO14001 certified mill. It is also FSC certified, Acid Free

and Elementally Chlorine Free. It has the look and feel of handmade paper that combines

with all of the advantages of quality controlled machine made papers. These characteristics

make Curious Particles high quality paper with the highest post-consumer waste content.


G O L D :

t e x t - 7 0 l bc o v e r - 9 2 l b

m a g n i f i e d t o s h o w p a r t i c l e s





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o v e r v i e w

Target is a shopping destination that delivers outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling their ‘Expect More. Pay Less’ brand promise. Expect more of everything. More great design, more choices and more designer-created items that customers won’t find anywhere else or for less money. Target is always concerned about their customers and responding to the customers’ wants and needs, from the layout of the stores to the products sold in the stores.

The project is featured by Michael Osborne in the Dieline/HOW LIVE Conference 2011 in Chicago.

Team members: Bovornrat Kasemkamolkij, Ilse Rieby, Nutchanok Vongswat, Wei Sun

o b j e c t i v e

In this group project, the assignment was to create a subsidiary store to target called, “Aero” that would compete with William-Sonoma and Crate & Barrel while still maintaining Target’s promise to its customers. The goal of the project is to develop the brand names, create brand identities and packaging for products in the store as well as understand the difference between the terms private brands, branded house and house of brands.

s o l u t i o n

The team focused on taking the Target mantra of dedicating themselves to good design and applied it to a higher price point store and a more sophisticated audience. We wanted Aero to be a shopping destination that offers customers both services and products which focuses on the needs of modern consumers: efficiency of time, space, and materials, as well as reliable and high-quality products. Aero’s brand promise, “Expect More From Life” is developed from the Target’s existing motto, “Expect More. Pay Less.” Therefore, customers can trust that they will be receiving the same satisfactory experience that they have had with Target. Aero store does not only consist of the Aero brand but also house of brands and branded house of food, house care and bakery line.



t a r g e t a u d i e n c eF E M A L E A G E S 3 5 - 5 5 Y E A R S O L D

d e l i v e r a b l e s1 4 7 S K U

c o l o rV A R I O U S

a t t r i b u t e sM O D E R N / F R I E N D LY / Q U A L I T Y

[ p r o j e c t 0 9 ]

IT’S NOT JUST THE GROCERY LISTS, BUT THE SHOPPING EXPERIENCE.


i n s t r u c t o rM I C H A E L O S B O R N E

p r o j e c tA E R O P R O J E C T

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a e r o Aero is a full-service shopping experience. Our Aero store brand focuses on offering high-quality, well-designed products and design, and infusing them with our “Expect More From Life” promise.

F R I E N D LY

T R U S T W O R T H Y

A U T H E N T I C

F R E S H

F U N


1 1 2

f o o d Bon Santé brand insists that consumers receive the most value and quality in their food products. The packaging structures are intended to display the contents rather than hide them, thereby showcasing the brand’s finest, gourmet ingredients.

H O N E S T

Q U A L I T Y

A R T I S A N

R E L I A B L E

G O U R M E T

h o u s e c a r e

Tidy performance products have a distinct personality and a strong voice, allowing them to speak for themselves. They get the job done and both the packaging and products will tell you so.

C L E A N

F U N C T I O N A L

L I G H T H E A R T E D

D I S T I N C T I V E

B O L D

b a k e r y

Bittersweet is about indulgence-plain and simple. With an onsite cafe, Bittersweet reminds customers to stop and enjoy the sweet life, while the products and packaging also make it the perfect place to select a gift.

I N D U L G E N T

A P P R O A C H A B L E

F L A V O R F U L

F U N

C U T E




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c o u r s eV A R I O U S

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p r o j e c tI D E N T I T Y

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o v e r v i e w

Logos are graphic representations or symbols that are uniquely designed to represent the company. The logo is an integral part of a company’s brand strategy. Therefore, each logo has its own story and meaning to help connect the brand with its customers.

o b j e c t i v e

To design a visual and powerful identity that reflects and communicates the spirit of companies, groups and individuals.

s o l u t i o n

This section is a collection of some of the logos I created throughout the course of my education. They are presented in both black and white and in color in order to show the logos’ versatility. I conducted extensive research about each subject’s identity to be able to develop a strong logo that represents each specific client.

[ p r o j e c t 1 0 ]

IT’S NOT THE BRAND REPRESENTATION BUT THE CONNECTION.

d u r a t i o nO N E T O F I F T E E N W E E K S

c a t e g o r yI D E N T I T Y

q u a t i t yN I N E

d e l i v e r a b l e sL O G O

c o l o rB & W A N D C O L O R S

a t t r i b u t e sV A R I O U S


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m y f r i e n d s

My schoolmates, especially Karin and Ploy. Thank you for your inspiring ideas and never ending support for the past years. Without you, I would not have made it this far.

My friends, especially the in2ant0, Petch, Eung, Anan, View, Pry, P’tem, P’film, T, P’Aim. Thank you for always standing by me during my challenging times. Your friendship, the laughter and tears we shared has made my four years in San Francisco such a wonderful experience that I’ll never forget.

m y f a m i l y

This has been a long but wonderful journey and I would not have been able to do it without the support from my dearest family. Thank you for always being there for me even though we live in different parts of the world. I very much appreciate you constantly reminding me to take care of myself and my health. A really special thanks to my sister, May, who has stayed with me throughout the whole journey, being so supportive and tolerating my frustration during my finals. I really love you all.

m y i n s t r u c t o r

Last but not least, many thanks to all the supportive Academy of Art University instructors who taught and inspired me: Mary Scott, Audrey Donaldson, Scot Crisp, Thomas McNulty, Ariel Grey, Tom Sieu, Hedgpeth Todd, Megumi Kiyama, Michael Osborne, Christine George, Scott Rankin, Hunter Wimmer.

THANK YOU

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COLOPHON

It's Not What I See But How I Lok At It

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