The Story of Re

The Story of Re:

The Story of Re:I graduated in 2001 from a University in South Korea with a degree in

Sculpture. During that time, I tried to change my major to Graphic Design

after discovering a black and white book by the legendary Swiss graphic

designer Armin Hofman —I stil l consider this book as my Graphic Design

bible. Unfortunately, I didn’t change the major because my instructors

believed I could become a great sculptor; and I believed them. After

graduating, I opened a cozy art studio and taught drawing and sculpting

to children and I continued using my Graphic Design bible as a reference

to teach the usability of geometric shapes. My life was comfortable, but

not satisfying. I felt more and more that my calling was in Graphic Design.

So, I moved to San Francisco to study at the Academy of Art University

and was able to realize my true passion.

This Portfolio represents how I have reinvented myself as a graphic

designer and brought my art background into my design work. I never

forget, if I hadn’t found Armin Hofman, I couldn’t have had a chance to

Reinvent my l i fe, Realize my dream, Reimagine my work.

The Road Not Taken

Two roads diverged in a yellow wood,

And sorry I could not travel both

And be one traveler, long I stood

And looked down one as far as I could

To where it bent in the undergrowth;

Then took the other, as just as fair,

And having perhaps the better claim

Because it was grassy and wanted wear;

Though as for that the passing there

Had worn them really about the same,

And both that morning equally lay

In leaves no step had trodden black.

Oh, I marked the first for another day!

Yet knowing how way leads on to way,

I doubted if I should ever come back.

I shall be telling this with a sigh

Somewhere ages and ages hence:

Two roads diverged in a wood, and I —

I took the one less traveled by,

And that has made all the difference.

Rober t Fro s t

ACADEMY OF ART UNIVERSITY

School of Graphic Design

79 New Montgomery

San Francisco, Cal i fornia 94114

HYERYUNG PAN

Phone

415.806.8317

Email

sweetf [email protected]

Website

www.rachelpandesign.com

COPYRIGHT © 2012 ALL RIGHTS RESERVED.

No part of this book may be reproduced, stored in a retr ieval or transmitted in any form

or by any means, without the wri t ten permission of the designer Hyeryung Pan

Title of Book

Class

Instructor

Semester

Cover Stock

Text Stock

Printer

Bindery

Software

Typefaces

Camera

Photography

The Story of Re

Senior Portfol io

Mary Scott

Summer 2012

Pajco White Coated Paper

Cougar 100Ib Text

Graphic Imagery, South San Francisco, CA

The Key Bindery, Oakland, CA

Adobe CS6 Creative Suite

Swiss 721, MrsEaves, Adobe Garamond

Canon 5D, 7D, 30D

Hyeryung Pan, Rose Hodges, Miki Bong

What Awaits:01 Typographic Pattern P.12

02 Time to Rejuvenate P.24

03 Great Soul Food P.36

04 Hard Work P.48

05 A Song in the Air P.58

06 Engineered for Beauty P.68

07 From Soi l to the Sky P.78

08 Pour Ten Gal lons of This P.90

09 One for Al l , and Al l for One P.98

10 Bite-Sized Sustainabi l i ty P.124

11 Extra Bits of Me P.170

12 Identi t ies P.188

The Story o f Re: Selec ted Works by HYERYunG PAn

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Projec t Ti t l e_

Typographic Pattern Create a typography conference and accompany ing des ign book

that showcases exper imenta l typography per ta in ing to the subject

mat ter, as wel l as a conference schedule book let and col la tera l .

Descr ip t ion_

The exper imenta l typography conference I c reated was named

Typographic Pat tern, th is conceptua l type conference in t roduces

ar t is ts who t rans la te nature by break ing down f racta l pat terns and

exper iment wi th v isua l iz ing f racta ls by us ing typography.

Th is exper imenta l book shows an apprec ia t ion for nature and how

to ga in inspi ra t ion f rom the geometry of f racta ls .

01:Clas s_

TYPOGRAPHY 4

Ins t ruc tor_

ARIEL GREY

Durat ion_

14 WEEKS

Keywords_

Exper imenta l

Fracta l

Geometry

Deliverable s_

Exper imenta l book

Conference schedule

Di rect mai l

Conference badge

Color s_

The Story o f Re: Se lec t ed Works by HYERYunG PAn

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01. TYPOGRAPHIC PATTERn Clas s_TYPOGRAPHY 4 Ins t ruc tor_ARIEL GREY

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01. TYPOGRAPHIC PATTERn Ins t ruc tor_ARIEL GREY

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Clas s_TYPOGRAPHY 4


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Clas s_TYPOGRAPHY 4

Ø=

1231112132122233132331111

12113121122123131132133211212213

22122222323123223331131231332132

23233313323331111111211131121112

21123113111321133121112121213122

11222122312311232123313

1113121212.....


20

Ø=

1231112132122233132331111

12113121122123131132133211212213

22122222323123223331131231332132

23233313323331111111211131121112

21123113111321133121112121213122

11222122312311232123313

1113121212.....


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Clas s_TYPOGRAPHY 4


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Clas s_TYPOGRAPHY 4


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Clas s_TYPOGRAPHY 4


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Clas s_TYPOGRAPHY 4

Projec t Ti t l e_

Time To RejuvenateChoose an ex is t ing company to redesign a new logo and label for

i ts new ident i ty wi th product extensions.

Descr ip t ion_

I dec ided tha t the cur ren t b rand d id not have any b rand equ i t y,

the re fo re I s ta r ted f rom new logo. I wanted to por t ray the Ten Ren

Tea brand as luxu r ious and h igh end, wh ich the cur ren t aes the t ic

was not por t ray ing. I incorpora ted Ch inese ca l l ig raphy fo r a new

logo to de l i ve r an o r ien ta l fee l ing and use a b lack to represent the

h igh-end brand qua l i t y.

02:Clas s_

PACKAGE DESIGn 1

Ins t ruc tor_

COCO QIu

Durat ion_

7 WEEKS

Keywords_

S e r e n e

P e a c e f u l

S p i r i t u a l

Deliverable s_

C o n t a i n e r c a n s

W o o d e n c o n t a i n e r s

R e f i l l a b l e p a c k a g i n g

C a n d l e s

Color s_


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02. TIME TO REJuVEnATE Clas s_PACKAGE DESIGn 1 Ins t ruc tor_COCO QIu

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02. TIME TO REJuVEnATE Ins t ruc tor_COCO QIu

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Clas s_PACKAGE DESIGn 1


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Projec t Ti t l e_

Great Soul Food Create a t ie red packaging system for an ex is t ing nat iona l food

brand, Mahatma r ice company. Design four SKUs for a mass market

and bout ique env i ronment .

Descr ip t ion_

I got the inspi ra t ion for th is des ign f rom the meaning of Mahatma,

which means ‘Great Soul . ’ For the h igh end market , I wanted to

incorporate a sun r ise whi le re ta in ing a natura l , organic fee l ing.

For the mass market , I wanted to use recyc led brown craf t paper

to convey susta inabi l i ty. I used four d i f fe rent co lors to d is t inguish

between the var ious f lavors.

03:Clas s_

PACKAGE DESIGn 2

Ins t ruc tor_

PAuL KAGIWADA

Durat ion_

8 WEEKS

Keywords_

S u n r i s e

N a t u r a l

S o u l f u l

Deliverable s_

R i c e p a c k a g e s

W o o d e n c o n t a i n e r s

Color s_

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03. GREAT SOuL FOOD Clas s_PACKAGE DESIGn 2 Ins t ruc tor_PAuL KAGIWADA

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03. GREAT SOuL FOOD Ins t ruc tor_PAuL KAGIWADA

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Projec t Ti t l e_

Hard Work Create a promot iona l shoe box for a brand known for const ruct ion

equipment , Caterp i l la r.

Descr ip t ion_

I chose Caterp i l la r, which is an establ ished brand wi th over 100

years of dedicat ion to job s i te per formance. I des igned a shoe

box for Caterp i l la r that promotes luxur ious essent ia l equipment for

indust r ia l workers by us ing d i f fe rent mater ia ls such as nuts and

bol ts and mesh to convey a b ig and bold indust r ia l fee l ing and to

enhance the brand image. The del iverables consis t o f a shoe bag,

look-book, and CD that come a long wi th the product .

04:Clas s_

PACKAGE DESIGn 2

Ins t ruc tor_

PAuL KAGIWADA

Durat ion_

4 WEEKS

Keywords_

C o n s t r u c t i o n

P r o t e c t i v e

B o l d

Deliverable s_

P r o m o s h o e b o x

S h o e b a g

G i f t c a r d

L o o k- b o o k

C D

Color s_

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04. HARD WORK Clas s_PACKAGE DESIGn 2 Ins t ruc tor_PAuL KAGIWADA

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04. HARD WORK Ins t ruc tor_PAuL KAGIWADA

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Projec t Ti t l e_

A Song in The AirSelect a pet brand and redesign that brand, and i ts packaging and

graphics to explore new st ructura l des igns and create a packaging

system.

Descr ip t ion_

I chose to redesign the Kaytee brand and create the sub-name,

Spect rum. I got inspi red f rom color fu l b i rd food. New Spect rum

shows i ts p lay fu l and whimsica l a tmosphere through the new l ive ly

and engaging packaging system.

05:Clas s_

PACKAGE DESIGn 3

Ins t ruc tor_

THOMAS MCnuLTY

Durat ion_

5 WEEKS

Keywords_

Playfu l

Whimsica l

Color fu l

Deliverable s_

B i rd foods

B i r d b a r s

B i r d b a t h

S t a c k a b l e v i t a m i n s

Color s_


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05. A SOnG In THE AIR Clas s_PACKAGE DESIGn 3 Ins t ruc tor_THOMAS MCnuLTY

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05. A SOnG In THE AIR Ins t ruc tor_THOMAS MCnuLTY

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Projec t Ti t l e_

Engineered for BeautyCreate a new l ine of sk incare products and an in-store d isp lay. The

chal lenge invo lved creat ing a sk incare l ine for an ex is t ing brand

that is cur rent ly not in the sk incare market .

Descr ip t ion_

Carer ra is an ant i -ag ing sk incare l ine for women in the i r mid 30’s

to la te 40’s, i t re f lects Porsche’s h igh-end spor t car brand image

through the semi-g lossy golden tex ture bot t le , and the wavy pat tern

inspi red by the s i lhouet te of a Porsche on the cap, represent ing

speed. Car rera is sophis t icated, sexy, and edgy.

06:Clas s_

PACKAGE DESIGn 3

Ins t ruc tor_

THOMAS MCnuLTY

Durat ion_

8 WEEKS

Keywords_

L u x u r y

S e x y

Edgy

Deliverable s_

S k i n c a r e p r o d u c t s

P r o d u c t d i s p l a y

G i f t b o x

Color s_


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06. EnGInEERED FOR BEAuTY Clas s_PACKAGE DESIGn 3 Ins t ruc tor_THOMAS MCnuLTY

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06. EnGInEERED FOR BEAuTY Ins t ruc tor_THOMAS MCnuLTY

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Projec t Ti t l e_

From Soil to the SkyThe goal o f th is pro ject was to conceptua l ly des ign the promot ion

packaging for a l ine of paper by an ex is t ing paper company. The

promot ion inc ludes a 48 page promot iona l book, swatch cards,

swatch conta iner, and a poster.

Descr ip t ion_

I chose to promote Genesis paper by Mohawk and research and

wr i te about bamboo as a des ign metaphor. Bamboo has been used

in many ways and through many cu l tu res. The l i fe of bamboo star ts

f rom the so i l and grows up to the sky. The book shows i ts evo lut ion,

and by doing so promotes the Genesis l ine.

07:Clas s_

TYPOGRAPHY 3

Ins t ruc tor_

ARIEL GREY

Durat ion_

14 WEEKS

Keywords_

Bamboo

Serene

Evolve

Deliverable s_

Promo book

S w a t c h c a r d s

S w a t c h c o n t a i n e r

Color s_

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07. FROM SOIL TO THE SKY Clas s_TYPOGRAPHY 3 Ins t ruc tor_ARIEL GREY

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07. FROM SOIL TO THE SKY Ins t ruc tor_ARIEL GREY

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Clas s_TYPOGRAPHY 3


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Clas s_TYPOGRAPHY 3


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Clas s_TYPOGRAPHY 3


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Clas s_TYPOGRAPHY 3


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Projec t Ti t l e_

Pour Ten Gallons of ThisCreate new app l ica t ion g raph ics fo r a b rand o f vodka. The des igns

came in the fo rm o f the evo lu t ionary and the revo lu t ionary, and

re juvenat ing the b rand image, labe l des ign, and repos i t ion ing th is

p roduct by c rea t ing a p remium and upsca le image w i th a g i f t box .

Descr ip t ion_

I chose to redesign Ti to ’s Handmade Vodka. Ti to ’s is the f i rs t vodka

d is t i l le ry in Texas. The cur rent label d id not have much equi ty, so

I c reated an evolut ion of i ts brand through a new character of a

mustached sku l l wear ing a cowboy hat . I t r ied to br ing a younger

audience through a the qui rk iness the new overa l l look.

The revo lut ionary s ide was f rom an ent i re redesign of the bot t le . The

crysta l bot t le br ings an c lass ic and ref ined fee l ing that was lack ing

in the or ig ina l s t ructure.

08:Clas s_

PACKAGE DESIGn 4

Ins t ruc tor_

THOMAS MCnuLTY

Durat ion_

4 WEEKS

Keywords_

Te x a s

C o w b o y

Q u i r k y

Deliverable s_

E v o l u t i o n a r y b o t t l e

R e v o l u t i o n a r y b o t t l e

G i f t b o x

Color s_

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08. POuR TEn GALLOnS OF THIS Clas s_PACKAGE DESIGn 4 Ins t ruc tor_THOMAS MCnuLTY

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08. POuR TEn GALLOnS OF THIS Ins t ruc tor_THOMAS MCnuLTY

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08. POuR TEn GALLOnS OF THIS Ins t ruc tor_THOMAS MCnuLTY

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Projec t Ti t l e_

One for All and All for OneCreate a new ident i ty, appl icat ion system, and graphic standards

manual for a sport venue. Develop and design a comprehensive

solut ion, which includes a logo, and appl icat ions such as stat ionery,

s ignage, and promot ional i tems.

Descr ip t ion_

I chose 2018 PyeongChang Winter Olympics in South Korea, so I

wanted to create a v isual ly graphic ident i ty that is harmonious and

representat ive of Korean cul ture. The new emblem of 2018 Winter

Olympics combines an abstract Olympic torch and a snowy mountain

wi th a clean wordmark. The colors chosen are f rom the Korean f lag.

09:Clas s_

IDEnTITY 2

Ins t ruc tor_

THOMAS MCnuLTY

Durat ion_

8 WEEKS

Keywords_

Dynamic

Trustwor thy

Harmony

Deliverable s_

S tandard guide

Stat ionery system

Appl icat ion

Color s_


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09. OnE FOR ALL AnD ALL FOR OnE Clas s_ IDEnTITY 2 Ins t ruc tor_THOMAS MCnuLTY

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09. OnE FOR ALL AnD ALL FOR OnE Ins t ruc tor_THOMAS MCnuLTY

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Clas s_ IDEnTITY 2


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Clas s_ IDEnTITY 2


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New HorizoNs


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Clas s_ IDEnTITY 2


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KALeBo, DoUGLAsCOACHU.S.A


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Clas s_ IDEnTITY 2

New HorizoNs


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Clas s_ IDEnTITY 2


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Clas s_ IDEnTITY 2


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Clas s_ IDEnTITY 2


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Clas s_ IDEnTITY 2


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Projec t Ti t l e_

Bite-Sized Sustainability Work wi th a des ign team to create a heal thy, eco-f r iendly re ta i l s tore

brand and product l ine for pets that captures the essence of San

Francisco’s t rendy, modern, pet- lov ing atmosphere.

Descr ip t ion_

Our company would a l low ear th-conscious pet lovers to purchase

products that suppor t a green l i festy le . Our consumers wi l l be able

to car ry out the i r t rendy, h igh-end, eco-f r iendly cu l tu re in to every

aspect of the i r l i ves, and the l i ves of the i r pets. We fee l that San

Francisco is the per fect p lace for our bus iness to begin and thr ive,

because i t is known for i ts r ich cu l tu re and h ip atmosphere.

I t rans la ted th is env i ronmenta l ly aware des ign in to the packaging

through the use of natura l co lors and organic mater ia ls .

10:Clas s_

PACKAGE DESIGn 4

Ins t ruc tor_

THOMAS MCnuLTY

Durat ion_

8 WEEKS

Sophisticated And Earth-Conscious Lifestyle For The Modern Pet


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Categor y_

L A N D A N I M A L

Attr ibute_

W H I M S I C A L

C H A R M I N G

F U N

Private Labe l Brands

Categor y_

A I R A N I M A L

Attr ibute_

A R T I S T I C

R E T R O

S E R E N E

Categor y_

W A T E R A N I M A L

Attr ibute_

F L O W I N G

P U R E

C O L O R F U L

Categor y_

P E T B A K E R Y

Attr ibute_

T R U S T

S A F E

A P P E T I T E

10. BITE-SIZED SuSTAInABILITY Clas s_PACKAGE DESIGn 4 Ins t ruc tor_THOMAS MCnuLTY

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10. BITE-SIZED SuSTAInABILITY Ins t ruc tor_THOMAS MCnuLTY

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Ins t ruc tor_THOMAS MCnuLTY

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Clas s_PACKAGE DESIGn 410. BITE-SIZED SuSTAInABILITY_TERRAIn


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10. BITE-SIZED SuSTAInABILITY_TERRAIn Clas s_PACKAGE DESIGn 4 Ins t ruc tor_THOMAS MCnuLTY

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10. BITE-SIZED SuSTAInABILITY_HAVEn Clas s_PACKAGE DESIGn 4 Ins t ruc tor_THOMAS MCnuLTY

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10. BITE-SIZED SuSTAInABILITY_OASIS Ins t ruc tor_THOMAS MCnuLTY

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Projec t Ti t l e_

Extra Bits of MeIn t roduce addi t iona l work through Typography 2, Package Design 1,

Book Ar t 1 , and Graphic Design 1.

Descr ip t ion_

Typography 2 improved my type sk i l l w i th exper imenta l type and I

s tar ted th ink ing about susta inable des ign through Package Design

1, I wanted to use un ique mater ia l fo r Book Ar t 1 , so I chose fur

to convey a warm fee l ing and express the winter. Graphic Design

1 was my favor i te c lass, I chose the natura l phenomenon of ag ing

and completed 10 d i f fe rent des ign exerc ises and compared the i r

e f fect iveness at express ing a s ing le over-arch ing concept .

11:

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11. EXTRA BITS OF ME Clas s_TYPOGRAPHY 2 Ins t ruc tor_SAMI SAAuD

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11. EXTRA BITS OF ME Ins t ruc tor_SAMI SAAuD

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Clas s_TYPOGRAPHY 2


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11. EXTRA BITS OF ME Clas s_BOOK ART 1 Ins t ruc tor_CHRISTInE ROLIK

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11. EXTRA BITS OF ME Ins t ruc tor_CHRISTInE ROLIK

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Clas s_BOOK ART 1


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11. EXTRA BITS OF ME Clas s_PACKAGE DESIGn 1 Ins t ruc tor_COCO QIu

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11. EXTRA BITS OF ME Clas s_GRAPHIC DESIGn 1 Ins t ruc tor_MATTHEW WAKEMAn

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11. EXTRA BITS OF ME Ins t ruc tor_MATTHEW WAKEMAn

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Clas s_GRAPHIC DESIGn 1


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11. EXTRA BITS OF ME Ins t ruc tor_MATTHEW WAKEMAn

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Clas s_GRAPHIC DESIGn 1


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Projec t Ti t l e_

IdentitiesCreate a new logo for d i f fe rent companies or re ta i l s tores.

Descr ip t ion_

Redef in ing a new v ibrant brand is a cha l lenge which requi res a

sophis t icated st ra tegy. I t is not just about a product and a name,

i t ’s about an ent i re ident i ty. So, I wanted to communicate c lear ly

th rough a l l par ts of the brand system.

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wensen’s


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wensen’s

12. IDEnTITIES

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smashbox

PREMIUM DAILY DIET BIRD FOOD


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smashbox

12. IDEnTITIES

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••

• • • • • ••

•

LA DUNA


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••

• • • • • ••

•

LA DUNA

12. IDEnTITIES

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12. IDEnTITIES

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Thanks to:To My Family_

Mom and Dad, Two Brothers, and Grandma

To My Friends_

George, Mi, Kanlaya, Miki, Suna, Jisook, Kyongsin,

Mijung, Ana, Cinthia, Yoona, Yoomi, Kristi, James,

Douglas, Jay, Hun, Mariana, Louie, and Master Sunin

To My Instructors_

Mary Scott, Thomas Mcnulty, Rose Hodges, Matthew

Wakeman, Sami Saaud, Ariel Grey, Coco Qiu, and

Paul Kagiwada

Mom,

You always show me that no matter what sort of hardships we have to

endure, we are always able to overcome the obstacles and find a way

out with a positive attitude. We have to see every single season together.

Thanks for staying with us and making me say I love you everyday.

I love you, Mrs. Choi more than yesterday...

www.rachelpandesign.com

The Story of Re

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