Meaning

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meaning

School/Designer/E-mail/Phone/Instructor/Bindery/

Printer/Photography/Title of book/Cover/Paper/Typeface/

A c A d e m y o f A r t u n i v e r s i t yr o s e m A ( h s i A o - y i n g m A )r o s e . m A @ r o c k e t m A i l . c o m7 0 7 3 6 4 9 7 6 1m A r y s c o t tt h e k e y p r i n t i n g A n d b i n d i n g

p l o t n e t , 4 1 5 7 6 2 0 2 0 0 r o s e m A ( h s i A o - y i n g )m e A n i n gA r r e s t o x m e t A l v e l l u m b v - 1 8 6 5 0n e e n A h c l A s s i c c r e s t 1 0 0 td i n , e g y p t i e n n e

m e A n i n g

c o p y r i g h t © 2 0 1 0 A l l r i g h t s r e s e r v e d . n o p A r t o f t h i s p u b l i c A t i o n c A n b e r e -p r o d u c e d w i t h o u t e x p r e s s p e r m i s s i o n f r o m r o s e m A ( h s i A o - y i n g m A ) .

/Portfolior o s e m A

002—007

p r o j e c t 0 0 m e A n i n gi n t r o d u c t i o n

seeing the meaning withinDesigns always come down to meaning. The finished piece can either be simple or complex, but in the end designers will find the best solution to express their ideas. This portfolio is not only about the look of my graphic design, but the messages contained in my work. They represent who I am and how I think as a designer.

Every project has a core meaning to convey. As designers, we polish and reveal the meaning. As we begin each project, we dig deep into the research, gaining information and knowledge about the subject. We must completely understand the task and audience. With a mindful choice of color and imagery, we can reach our audience’s emotions and intellect in equal measure. Next, we focus and start narrowing down the essence to deliver the core meaning at a glance. That ability to convey the main meaning in a glimpse is the key to communicating a message with a visual solution.

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diet for large planet039

p r o j e c t 0 0 s e l e c t e d w o r kt A b l e o f c o n t e n t s

i am plastic

underneath the cover

domestic development

berserk bouquet

life sucks

hats off

009

053

061

071

079

091

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significant others

identity design

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127

chemical messenger099


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p r o j e c t 0 1 s e l e c t e d w o r k

Project/Category/Class/Instructor/Client/Typeface/

s e c o n d c h A n c ep A c k A g i n gp A c k A g i n g d e s i g n 4t h o m A s m c n u l t ys e c o n d c h A n c ed i n - b o l d , d i n - r e g u l A r

s e c o n d c h A n c e

i am plasticProject/ is a self-created fashion brand. It

.

Concept/ even after the clothing meets initial eco standards. It and demonstrates that eco friendly clothing

can be as stylish and fashionable as anything else in the market.

Execution/ All products are created from recycled materials and the packaging is recycled plastic. The packaging presents information on how to reuse worn T-shirts and transform them into skirts, handbags, and other stylish accessories.

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Second Chance promotes social awareness and uses sustainable material package design

Second Chance practices “second life” encourages customers to practice recycling their fashion

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p r o j e c t 0 1 s e l e c t e d w o r ks e c o n d c h A n c e

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t - s h i r t ss c A r fc h e c k b o o kc l u t c h

00 01 02 03 04 05 06 07 08 09 10m e s s e n g e r b A ge A r r i n gh A n g e r s


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m e s s e n g e r b A ge A r r i n gh A n g e r s

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diet for large planetProject/ . The design represents the lines of

. The colors correspond to the three climate zones.

Concept/ Even though we are different in our own way, we live in a world where we’re all the same. . Because of that, we are one.

Execution/ . It uses universal icons, cultural photography, narrative of two languages, and earth coordinates as a folio. The promotional cards show food facts in a chart and other graphical methods.

P roject/Category/Class/Instructor/Client/Typeface/

m e A l t i c k e tp r i n tt y p o g r A p h y 3A r i e l g r e yg m u n d p A p e ro r A t o r , c e n t A u r m t , c e l l u l A r t h r e e

p r o j e c t 0 2 s e l e c t e d w o r km e A l t i c k e t

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Gmund’s Worldline is a premium, discreetly-lined paperlongitude and latitude that enclose the world

We are all connected by our essential needs to survive

This promotional book acts as a meal ticket around the world

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p r o m o t i o n A l b o o ks w A t c h c A r d s

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050—055

Project/Category/Class/I nstructor/Material/

r e A d m e b r Ab o o k A r tb o o k A r t 1c h r i s r o l i kr e c y c l e b o o k p A g e s

p r o j e c t 0 3 s e l e c t e d w o r kr e A d m e b r A

underneath the coverProject/

. It is still a book, only for the reason that you can continue to obtain knowledge from it.

Concept/ This art piece demonstrates that there is more to a book then just its cover. By becoming intimately engaged with a book you will see the meaning within.

.

Execution/ Folding book pages into intimate wearable sculptures.

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Book Arts is dedicated to preserving the traditional idea of a book and transforming it to a contemporary art form

With a little care, a recycled book can transform into an attractive piece of art


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b o o k b r Ab o o k u n d e r w e A r

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p r o j e c t 0 4 s e l e c t e d w o r kh o l g A h o m e


h o l g A h o m ep A c k A g i n gp A c k A g i n g d e s i g n 3t h o m A s m c n u l t yh o l g Ah e l v e t i c A n e u e

domestic developmentProject/ . All the things you love about Holga are now a lifestyle. Their new home appliance line is affordable and embraces the diverse, fun experience that is Holga.

Concept/

and give you that tingle of excitement when you open the package.

Execution/ Each product’s packaging has a fun, bold, colorful, and quirky pattern. The packages come in a silkscreen black bag to convey the development of camera film.

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00 01 02 03 04 05 06 07 08 09 10

Holga, one of the best toy camera brands, is going domestic

Holga home appliances encourage individuality through unpredictable results. They retain the fun colorful qualities that brighten up your home


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p h o n er o b o t l A m pt o A s t e r

m A r g A r i t A m A k e re s p r e s s o m A c h i n e

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Project/Internship/Category/Director/Typeface/

s m i t t e ns t e r l i n g d e s i g np A c k A g i n gj e n n i f e r s t e r l i n gA v e n i r , g A r A m o n d

p r o j e c t 0 5 s e l e c t e d w o r ks m i t t e n

berserk bouquetProject/ packaging and magazine advertisement design.

, grounded by seductive oak moss with a hint of musk.

Concept/ Smitten perfume captures the timeless experience of a superior fragrance. It lasts forever. .

Execution/ The perfume is contained in a frosted bottle with a traditional perfume pump. Smitten’s color palette consists of soft blush pink and pure black. The magazine advertisements of Smitten elegantly portray time in motion.

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Smitten is an alluring perfume The fragrances reveal a romantic harmony of sweet floral aroma

This perfume whispers one word: savor


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p e r f u m e p A c k A g i n gm A g A z i n e A d s

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_ 4 : 0 0

_ 3 : 0 0


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_ 1 : 0 0


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s u c k s t o b e A s t r A wp r i n tp r i n t d e s i g n 2t o m s i e ur 3A v e n i r , h e l v e t i c A r o u n d e d

p r o j e c t 0 6 s e l e c t e d w o r ks u c k s t o b e A s t r A w

life sucksProject/ Tom Sieu is the founder of R3 (rethink, reimagine, reuse), a design organization focusing on sustainable practices. As one of his design students, we share innovative ideas on sustainability and design.

Concept/ . A drinking straw’s lifespan is extremely short in your mouth but everlasting in the landfill.

Execution/ The book narrates the life of a straw by using a bold and fun pattern to express the qualities of straws. . It will show you how to give this highly polluting product a second life.

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Single plastic straws can’t harm you, but massive quantities can. Plastic is the number one problem in pollution

This book presents a line of home accessories made from colorful recycled straws


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b o o k 00 01 02 03 04 05 06 07 08 09 10


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b o o k 00 01 02 03 04 05 06 07 08 09 10


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b o o k 00 01 02 03 04 05 06 07 08 09 10


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b o o k 00 01 02 03 04 05 06 07 08 09 10


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b o o k 00 01 02 03 04 05 06 07 08 09 10


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n o . 1 8 9 5p A c k A g i n gp A c k A g i n g d e s i g n 4t h o m A s m c n u l t yg o o r i n b r o t h e r sA l e m b i c , A r c A n A g m m s t d m A n u s c r i p t

p r o j e c t 0 7 s e l e c t e d w o r kn o . 1 8 9 5

hats offProject/

to their hats that allow you to make a statement without having to say a word.

Concept/ Not only do Goorin Brothers want you to look good wearing a hat, they want you to look good under the cap. .

Execution/ of the Goorin Brothers’ established style. The dark muddy colors and the gunmetal finishes reflect masculinity. Working with various scales of products, all items contain a level of balance.

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Goorin Brothers follow a timeless approach to the art of hat making. They offer timeless, classic styles with a unique flare and personality

No. 1895 is a line of skincare by Goorin Brothers for men

No. 1895 retains the authentic look and textural sensation


090—095


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00 01 02 03 04 05 06 07 08 09 10s k i n c A r e p A c k A g i n gd i s p l A y


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s k i n c A r e p A c k A g i n gd i s p l A y

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s k i n c A r e p A c k A g i n gd i s p l A y

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p r o j e c t 0 8 s e l e c t e d w o r kl o v e i s s c i e n c e


l o v e i s s c i e n c ep r i n tp r i n t d e s i g n 1m e g u m i k i y A m At e d c o n f e r e n c ek A u f m A n n , A k z i d e n z g r o t e s k , c l A r e n d o n

chemical messengerProject/ . We call it love. It feels like love. With an irresistible cocktail of chemicals, our brain entices us to fall in love. We believe we’re choosing a partner, but we may merely be the happy victims of nature’s lovely plan.

Concept/

. Love is a chemical state of mind that is part of our genes and influenced by our upbringing.

Execution/ Comic styled brochure, posters, and mailer exhibit love and symbolize the dramatic levels a couple goes through while in love.

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TED Conference presents Helen Fisher’s science of love

Helen Fisher proposes the three stages of love are lust, attraction, and attachment. Each stage is driven by different hormones and chemicals


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b r o c h u r em A i l e rp o s t e r s

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w h A t i s l o v e ?p r i n tg r A p h i c d e s i g n 3l A u r A m i l t o ns m i t h s o n i A n m u s e u mm r s e A v e s , A k z i d e n z g r o t e s k , o r A t o r

p r o j e c t 0 9 s e l e c t e d w o r kw h A t i s l o v e ?

significant othersProject/ . Smithsonian’s mission is to increase and diffuse knowledge. , and how love is shown from different people's perspectives.

Concept/ . The significance of. It is an important part in our daily life.

Execution/ Book, CD, and exhibit tickets that use abstract photography to symbolize love, while moody paint texture expresses emotion. The designs incorporate history from well-known love legends.

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Smithsonian museum introduces the Love Exhibition This exhibit allows the audience to expand on what is love

Love is communicated in many ways love has played out throughout history, the world, in our mind, and soul


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b o o kc dt i c k e t s

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p r o j e c t 1 0 s e l e c t e d w o r ki d e n t i t y d e s i g n

l o v e l e v i e e n r o s eh o l i d A y m A g i cl o v el i f e s u c k s f i r s t e x p o s u r e s

n o r i s s h Ag A l A A i rs u g A r s h A c kb É l l A b i t e s

identity designThe first impression counts, especially when it comes to a brand. Visual identity represents the brand’s unique attitude, in sight and in mind. It is about conveying a meaning by using symbology.

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00 01 02 03 04 05 06 07 08 09 10P roject/Class/

l e v i e e n r o s ei d e n t i t y d e s i g n 2


128—133/Portfolio

r o s e m A


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00 01 02 03 04 05 06 07 08 09 10Project/Internship/

h o l i d A y m A g i cs e p h o r A


/Portfolio

r o s e m A

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00 01 02 03 04 05 06 07 08 09 10Project/Class/

s u g A r s h A c ki d e n t i t y d e s i g n 1


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m e A n i n g

Project/Class/

g A l A A i ri d e n t i t y d e s i g n 2

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/Portfolio

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Project/Class/

n o r i s s h Ag r A p h i c d e s i g n 2

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/Portfolio

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Project/Class/

s u c k s t o b e A s t r A wp r i n t d e s i g n 2

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/Portfolio

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00 01 02 03 04 05 06 07 08 09 10Project/Class/

f i r s t e x p o s u r e si d e n t i t y d e s i g n 1


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r o s e m A

p r o j e c t 0 0 s e l e c t e d w o r kA c k n o w l e d g m e n t

thank youGod/Jesus Christ

Family/ Simon Ma, Janny Chiang, Shirley Ma, Hsiao-Yuan Ma, Johnny Ma

Friends/Jason Clark, Joanne Wu, Leon Wang, Nicole Welter, Benjamin Tan, Satrio Wongsowidjojo, Chia-Yung Chan, Vadim Zaychik, Natalie Kuo, Hsin-Nan Lee, Anna Bazarnaya, Benjamin Rocha, Elsuke Taki, Ryan Laporga, Juan Henriquez, Mygam Nguyen, Lauren Forbes, Clara Silva, Crystal Lim, Cristina Rotundo, Emmy Kao, Kana Velasco, Linda Soelystio, Mai Nguyen, Misa Inoue, Scot Crisp

Instructors/ Mary Scott, Thomas McNulty, Jennifer Sterling, Laura Milton, Jeff Ho, Kelly Fooy, Renée d’Arcy, Max Spector, Tom Sieu, Scott Rankin, Ariel Grey, Melanie Halim, Megumi Kiyama

And other who helped me…

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w w w . r o s e - m A . c o m r o s e . m A @ r o c k e t m A i l . c o mc o n t A c t

m e A n i n g

Meaning

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