Selected works of Wei Sun

ChapterWEI SUNSelected work of 1 952 1063 74 8

TitleCategor y Tw ofo ld

Twofold

No portion of this book may be used or

reproduced, stored in a retrieval system or

transmitted in any form or by any means,

without the written permission of Wei Sun.

Wei Sun

Phone | 415-265-1153

Email | iamweisun@gmail.com

Web | cargocollective.com/weisun

Academy of Art University

79 New Montgomery Street

San Francisco, CA 94105

School of Graphic Design

Department Director | Mary Scott

Having or involving or consisting of more

than one part or entity or individual. Having

more than one decidedly dissimilar aspects

or qualities. By a factor of two.

Definition

Having been born and raised in China, I had

to study a multitude of disciplines ranging

from music and mathematics, to studying

graphic design in America. This meant

melting China and America, into one single

individual. This resulted in having two cul-

tures, two mindsets, and two personalities.

Living and breathing two completely differ-

ent cultures, brings to light some extreme

differences. Spicy Mapo Tofu versus ham-

burgers, communism versus democracy,

Jay Zhou versus Lady Gaga. This dichotomy

has taught me to understand and appreci-

ate two sides, two approaches, and having

two sides to my own personality.

My approach to design involves challenging

ideals and technical standards. I conceptu-

alize in multiple voices, I try different direc-

tions, and I recognize that there are many

means to a certain end. My goal is to provide

the world with dif ferent ways of thinking.

My name is Wei.

Introduction

BOTTLING THE ESSENCE OF NAPA

A PEEK INTO THE COLORS OF

PERSONALITY

CAPTURING THE SPIRIT OF TRAVEL

THE POPULATION CHALLENGE

THE CRÈME DE LE CRÈME

UP, UP AND AWAY

THE ART OF EXPECTING MORE

YOUNG AT HEART

HARMONIZING OF THE CULTURES

PAST, PRESENT, AND FUTURE OF THE GRAND PIANO

952 1063 74 8

Against the trend of vineyard-designated

wines, the collective made a wine not from

a single vineyard but from a baker’s dozen.

The idea was to blend one ton of grapes from

each to create a wine that is conspicuously

connected to Napa Valley, a truest expres-

sion of what the valley has to offer. No one

has ever tried to capture Napa in its totality.

Objective

BOTTLING THE ESSENCE OF NAPA

The concept of ‘mapping’ each appellations

was born to reflect the idea’s complexity.

Executed to express the boldness of the

idea and its true meaning. The bold type

reflect their belief, and the intricacies of

the map express the vastness of their idea.

A design that blends both complexity and

simplicity together.

Solution

Course PA C K A G I N G D E S I G N 3

Project

Instructor

13 A P P E L L AT I O N S

T H O M A S M C N U LT Y

Attributes

Palette

Q U A L I T Y | U N I Q U E | S L E E K

Materials F O I L R U B D O W N S

T R A C I N G PA P E R

E P S O N H E AV Y W E I G H T

952 1063 74 8

PACK AGE / IDENTIT Y 13 APPELL ATIONS WINE

THIRTEEN Napa Valley

31 31Napa Valley

31Napa Valley

Napa Valley

THIRTEEN

31Napa Valley

952 1063 74 8

PACK AGE / IDENTIT Y 13 APPELL ATIONS WINETitleCategor y Tw ofo ld

Due to a lack of resources and sheer capa-

bility, we humans as a race will be con-

fined to the planet Earth for the foresee-

able future. This planet is all we have. This

book aims to bring to light the challenges

our world faces in regard to population and

to showcase in-depth solutions that could

improve the future, for generations to come.

Objective

THE POPULATION CHALLENGE

If we continue to consume fewer resources

than our earth regenerates, our species

could live on this planet indefinitely. This

is a serious topic that calls for a simple

design with a stark style to challenge the

reader, to take this matter seriously.

Solution

Course T Y P O G R A P H Y D E S I G N 3

Project

Instructor

E N V I R O N M E N TA L R E S E A R C H

C A R O L I N A D E B A R T O L O

Attributes

Palette

S C I E N T I F I C | E X P L O R AT I O N

Materials S I G N AT U R E B O U N D

N E E N A H N AT U R A L W H I T E PA P E R

TitleCategor y Tw ofo ldPRINT / PUBLICATION LIVING WITHIN LIMITS

PRINT / PUBLICATION LIVING WITHIN LIMITS

952 1063 74 8

In 1837, Thierry Hermès (1801–1878) first

established Hermès as a harness work-

shop. He created the finest wrought har-

nesses and bridles for the carriage trade.

A caleche is a type of horse-drawn carriage

as well as a hood 18th century women wore

that folds over like the carriage’s hood. Like

the name ‘Caleche’, this skin care series

was inspired by leather and travel. This

series represents women in an indepen-

dent, elegant, and intelligent light.

Objective

CAPTURING THE SPIRIT OF TRAVEL

To produce a look and feel for the new skin

care series that incorporates elements

from the current brand identity. The brand

is memorable to the customer, and value is

added to its presence in the marketplace.

The design reflects the brand spirit and the

concept for a higher-end skin product. The

graphics represent the feminine qualities

of the product while the colors carry the

brand equity.

Solution

Project

Instructor

H E R M È S S K I N C A R E

Attributes

Palette

L U X U R Y | F U N | B R I G H T

Materials F O I L R U B D O W N S

E P S O N H E AV Y W E I G H T PA P E R

R O S E W O O D

952 1063 74 8

PACK AGE / IDENTIT Y HERMES SKIN CARE

952 1063 74 8

TitleCategor y Tw ofo ldPACK AGE / IDENTIT Y HERMES SKIN CARE

PACK AGE / IDENTIT Y HERMES SKIN CARE

952 1063 74 8

TitleCategor y Tw ofo ldPACK AGE / IDENTIT Y HERMES SKIN CARE

Pantone is known in the creative industries,

as the standard in everything color. The Pan-

tone series of posters required a visualiza-

tion of colors through pattern and content.

The series looks to showcase current color

trends. The idea is to educate the audience

about the obsession Pantone has with color,

and how it’s relevant to their lives.

Objective

A PEEK INTO THE COLORS OF

PERSONALITY

Color is a visual representation of person-

ality and emotion. The goal is to visual-

ize each color in a unique way by aligning

them with emotions such as obsession and

addiction. These dark emotions, paired with

bright colors create a tension that turns

those emotions, into colorful personalities.

Solution

Course P R I N T D E S I G N 1

Project

Instructor

PA N T O N E P O S T E R S E R I E S

M E G U M I K I YA M A

Attributes

Palette

I C O N I C | F U N | C O L O R F U L

Materials L A R G E F O R M AT P R I N T

G L O S S Y P H O T O G R A P H Y PA P E R

Depression or mood swings. Awareness that eating patterns are abnormal. Rapid weight gain or sudden onset of obesity.

Binge eating, or eating uncontrollably even when not physically hungry. Eating much more rapidly than normal.

Eating alone due to shame and embarrassment. Feelings of guilt due to overeating. Preoccupation with body weight.

Am I a foodaholic?!299 U 1795 U 1545 U 122 U

PRINT PANTONE POSTER SERIES

The subject gamble to improve mood, escape problems.

Toleran

s with

ct req

r or m

me ‘’ru

sh’’.

Restlessness associated with attempts to reduce gambling.This

eft, e

t, frau

The subject has frequent thoughts about gambling experiences.

The subject gamble to improve mood, escape problems.

Toleran

s with

ct req

r or m

me ‘’ru

sh’’.

Restlessness associated with attempts to reduce gambling.This

eft, e

t, frau

The subject has frequent thoughts about gambling experiences.

PRINT PANTONE POSTER SERIES

For most women, the wedding is a sacred

event of great importance. From the dress,

to the flowers, to the location, every detail

must be perfect. But no detail is as impor-

tant as the cake. This wedding dessert con-

vention features the latest and greatest to

come out of the wedding industry. The goal

is to get as many women in front of our fea-

tured vendors as possible.

Objective

THE CRÈME DE LE CRÈME

Put on an event that not only connects

brides-to-be with vendors who can fulf ill

their needs, but to communicate feelings

of happiness and creativ ity. The wedding is

supposed to be the happiest day in a wom-

an’s l ife so our event needs to l ive up to

that expectation.

Solution

Course G R A P H I C D E S I G N 3

Project

Instructor

W E D D I N G C A K E E V E N T

N I C O L E F L O R E N C E

Attributes

Palette

L O V E | F R E N C H | E L E G A N T

Materials G L O S S Y P H O T O G R A P H Y PA P E R

B L A C K R I B B O N

952 1063 74 8

TitleCategor y Tw ofo ldPRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT

PRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT

Wedding Desse rt Expo Moscone centerSan Francisc o

Feb. 12nd-14th, 2010

oneplusone.com

Wedding Dessert Expo Moscone centerSan Francisco

Feb. 12nd-14th, 2010

oneplusone.com

TitleCategor y Tw ofo ldPRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT

Saint Francis River International paper

started manufacturing paper around 1970

in Tokyo, Japan. Their paper gained noto-

riety locally but at the turn of the century,

Saint Francis realized the opportunity to

grow into a globally scaled company. To

make this dream a reality, Saint Francis

needed to leverage Western-printing tech-

nologies to produce paper in volumes suit-

able for large-scale printing. To prompt

this evolution, their collateral system

needed to be re-tailored to speak to a much

larger audience.

Objective

HARMONIZING OF THE

CULTURES

The goal of my design is to express the com-

bination of traditional Japanese culture and

modern western ideals. Japanese cherry

blossoms, old stamps, and Chinese water-

colors were combined with Italian masks

and artwork of historic European buildings

were all used to show the company’s efforts

to reach a broader, more diverse audience.

Solution

Course G R A P H I C D E S I G N 2

Project

Instructor

I D E N T I T Y / C O L L AT E R A L

M A X S P E C T O R

Attributes

Palette

A S I A N | H I S T O R I C | C L A S S I C

Materials F R E N C H D U R- O -T O N E PA P E R

C O A R S E T W I N E

L I G H T W O O D B O A R D

IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.

PA P E R C O .

952 1063 74 8

IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.TitleCategor y Tw ofo ld

In 1948, 25-year-old Charles Lazarus

turned his dream of creating a child-

oriented business into a reality. Today,

Toys“R”Us, Inc. provides shoppers with a

broad online selection of distinctive prod-

ucts, all geared towards children. The

company is committed to serving its com-

munities as a caring and reputable neigh-

bor through programs dedicated to keep-

ing kids safe and helping them in times of

need. They need an identity that expresses

these notions of care and goodwill.

Objective

YOUNG AT

Keeping in line with the current brand iden-

tity, I utilized toys, bright colors, and playful

type to not only show whom the company is

caring for but to express the overall person-

ality exhibited by the business as a whole. I

utilized a simple tone of voice displayed in

bold type to speak better to the target.

Solution

Project

Instructor

T OY S R U S C S R R E P O R T

L I A N N G

Attributes

Palette

P L AY F U L | B O L D | F R I E N D LY

Materials E N T R A D A T E X T PA P E R

P E R F E C T B O U N D

952 1063 74 8

PRINT TOYS R US CSR REPORT

TitleCategor y Tw ofo ld s

The Grand Piano, as a musical instrument,

brings joy and peace into our lives. The

design and function of this piano requires

extra space and material in order to pro-

duce it. How can we position the grand

piano as an object that invites interaction

and experience between people and not

just a big piece of attractive furniture?

Objective

PAST, PRESENT, AND FUTURE OF THE GRAND PIANO

The book is a story about the grand piano,

from it’s design to it’s history, and look-

ing ahead to it’s future. My redesign “Tone”

shows how we can reconsider the design

of the grand piano in a manner that’s mod-

ern, multi-functional, and tailored to true

lovers of music. This new product revolves

around minimal elements and sustainable

design as the method to integrating the

baby grand, into the interiors of tomorrow.

Solution

Project

Instructor

G R A N D P I A N O R E D E F I N E

T O M S I E U

Attributes

Palette

M O D E R N | TA I L O R E D | M U S I C A L

Materials E P S O N L A S E R P R I N T

H O T S TA M P I N G C O V E R

S I D E S W I N G B O U N D

952 1063 74 8

TitleCategor y Tw ofo ldPRINT GRAND PIANO EXPERIENCE

PRINT GRAND PIANO EXPERIENCE

952 1063 74 8

104104

105105

106106

PRINT GRAND PIANO EXPERIENCE

952 1063 74 8

In July 1985, a Boeing 737-200A departed

Hong Kong International Airport, bound

for Kota Kinabalu, Malaysia. This flight

marked the beginning of a new chapter in

Hong Kong’s aviation history. This flight

was the first commercial flight under the

Hong Kong Dragon Airlines name, and the

first for the airline destined to become the

biggest airline in Hong Kong. In 2008, Hong

Kong Dragon Airline joined the Air China

Group which is the biggest domestic and

international airline in China, therefore

becoming, Dragon Air International.

Objective

UP, UP AND

Need to create a brand identity for Dragon

Air International that brings the brand to a

position that is more unique, contemporary,

and culturally reminiscent. Dragon Air needs

to reach a larger, more broad audience, and

make leaps in its international offerings.

Solution

Course I D E N T I T Y D E S I G N 2

Project

Instructor

D R A G O N A I R L I N E S I D E N T I T Y

Attributes

Palette

S T Y L I S H | S O P H I S T I C AT E D

Materials F R E N C H F O L D

P E R F E C T B O U N D

952 1063 74 8

IDENTIT Y / PRINT DRAGON AIRLINES

A I R L I N E S

D R A G O N

952 1063 74 8

THE ART OF EXPECTING MORE

Project

Instructor

A E R O R E S E A R C H

M I C H A E L O S B O R N E

Attributes T R U S T W O R T H Y | A U T H E N T I C

After spending 60 years operating a dried

goods company, Greg Steinhafel opened

the doors for the first Target store in Min-

neapolis, Minnesota. Almost 50 years later,

Target is debuting a new store, and a new

brand called Aero. Aero is a full-service

retailer that offers customers both service

and products, which focus on the needs

of modern consumers: efficiency of time,

space, and materials, as well as a high

level of quality in every product offered.

Our objective is to take the Target mantra

of dedicating themselves to good design—

design in how something looks, how it sat-

isfies needs, how it makes the consumer

feel, and how it simplifies their lives— and

to apply it to a higher price point and more

sophisticated audience. The physical layout

of the store will encourage the consumer

to enjoy the entire Aero experience rather

than just get in and out as fast as possible.

To do this, customers will be encouraged

to browse the categories, separated by

rooms, inspired by the different rooms

of a house. Aero stores will have a space

to relax or enjoy food, and to peruse and

employ our inspirational reference section.

Additionally, the packaging of products will

focus on the sustainability of materials and

the efficiency of space. Not only will Aero

products serve multiple functions when

able, but much of the packaging will be

able to be reused or repurposed.

Objective

Solution

BRANDED HOUSE

OUTDOOR

GARDEN

PHARMACEUTICAL

Playfulness doesn’t have to be just for out-

door activities. What better way to pack-

age the products than to display whimsical

illustrations that brings color and joy.

Staying true to the brand, the logo’s shape

is utilized effectively to display the impor-

tant information.

Communication is done through color,

boldily displayed information, and branded

with a dinstinctive shape of the Aero logo,

there’s no mistaking in this section.

Products run smaller in this area, so the

color-coding is done through type, and the

information are clearly prioritized so you

don’t confuse your favorite product.

PACK AGE / IDENTIT Y AERO BRAND CHART

HOUSE OF BRANDS ENDORSED

Getting the job done is the most important

aspect, and the packaging will tell you so.

The packaging is subtle, displaying the qual-

ity of the products rather than cover them.

A whimsical illustration hints at the cus-

tomers to stop and enjoy the sweetness of

life, and their products.

Infusion of design, the product lines are

thoughtfully sculpted, and the packaging

to match.

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

Selected works of Wei Sun

Documents

Transcript of Selected works of Wei Sun

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