i am peter pham - portfolio

I AM PETER BUT MY FRIENDS CALL ME PETE

No portion of this book may be used or reproduced

in any manner without writ ten consent of Peter Pham.

All respective work shown has been appropriately

identif ied and credited. Any omissions found will be

noted and corrected in subsequent editions.

Writ ten, designed and produced by

Peter Pham | hello@iampeterpham.com

Academy of Art University

79 New Montgomery Street

San Francisco, California 94105

School of Graphic Design

Department Chair | Mary Scott

WWW.IAMPETERPHAM.COM

| PORT FOLIO OF PET ER PHAM

AND THIS IS MY PORTFOLIO

10 THINGS THAT YOU DIDN’T KNOW ABOUT ME

I AM HERE TO MAKE MY MARKVARIOUS LOGOS p.154

I AM ALWAYS GETTING AMPED FOR THE CAUSESKULLCANDY CSR CAMPAIGN p50

I AM A MOONLIGHT MODEL MAKERGQ SKINCARE PACKAGING p.68

I AM AN INCOGNITO ROBOT FANPOSTER SERIES FOR PANTONE p.80

04 05 06

I AM A GUIDE IN THE URBAN WILDERNESSPAPER PROMOTION & BRAND IDENTITY p.92

I AM THE MAN WITH MANY MASKSPAPER PROMOTION CAMPAIGN p.118

I AM AN APPRENTICE OF AESTHETICSATTIK INTERNSHIP: VARIOUS PROJECTS p.130

07 08 09

I AM CHAMPION OF THE DIGITAL CONSTRUCT2012 MCAFEE PACKAGING DESIGN p.08

I AM THE FRUIT, FALLEN FAR FROM THE TREE52 LIQUEUR BOTTLE PACKAGING p.22

I AM NEVER AFRAID TO GET HANDS ONNON-PROFIT BRANDING CAMPAIGN & BROCHURE

01 02 03

OBJECTIVE

Concept and create a design system for McAfee 2012 software security products. Products include software boxes for retail, online, and point of purchase display.

PROCESS

The design solution for McAfee 2012 products revolves around the idea of safety and security. A leader in protection as you use your media, on all your devices. We created the metaphor of Digital Constructs as an interpretation of digital security. In addition to the McAfee Powermark, an existing brand asset, we created a series of illustrations to convey this idea. A vast world of digital bits and shapes represent the user’s informa-tion. Ordered construction and gridded design feel secure. Depending on the level of product, different magnifications of this world are used to denote the power of protection through increasing complexity.

CRE ATIV E D IREC TOR

STAN Z IENK A

AGENCY

METADESIGN

Y E A R

LOCATION

SAN FR ANCISCO

CAT EGORY

PACK AGING

CLIENT

MCAFEE

I AM CHAMPIONOF THE DIGITALCONSTRUCT

2012 McAfeePackaging Design01

| PORT FOLIO OF PET ER PHAM CHAPT ER 01

13PROJEC T | MCAFEE 2012 PACK AGING DESIGNCLIENT | MCAFEE

OBJECTIVE

Develop a unique packaging design for a line of fruit and berry infused liqueurs. All aspects including bottle form, top and label should be considered.

PROCESS

In order to create a packaging solution that was bold and unique, emphasis was placed on the form and materials. Unlike many liqueurs which are contained in tall slender bottles, this package is short and wide, meant to be displayed on a counter rather than hidden in the cupboard. While the custom bottle top hints at the blackberry flavor, a beautiful letterpress label completes the package design. The scalloped edge of the label visually relates to the bottle top and natural berry form.

RECOGNITION

TDC56 Typography Competition - Judges Choice

INSTRUC TOR

JENNIFER STERLING

COURSE

PACK AGING DESIGN

SUMMER 2009

LOCATION

ACADEMY OF ART UNIVERSIT Y

CAT EGORY

PACK AGING

CLIENT

52 L IQUEUR FUSIONS

I AM THE FRUIT,FALLEN FAR FROM THE TREE

52 Liqueur Bottle Packaging02

27CLIENT | 52 L IQUEURS PROJEC T | 52 L IQUEUR BOT TLE PACK AGING

OBJECTIVE

Identify a non-profit organization that needs branding and design assistance and create an identity refresh along with a brand campaign.

PROCESS

Hands On Disaster Relief has three initiative in their support operations, disaster zone clean up, rebuilding, and supplying food and water. True to their name, they get hands on wheneve they deploy to a recent natural disaster area. I wanted to capture the grittyness and authenticity of their efforts in a serous manner. With simple cardboard stencils and spray paint, a system of graphic elements was created. Each deployment team could take the lightweight stencils with them and paint iconic brand graphics at the recovery or reconstruction site. Over time these would become symbols of hope, that help was there to assist the hurting community.

INSTRUC TOR

L AUR A MILTON

COURSE

GR APHIC DESIGN 3

SUMMER 2009

LOCATION

CAT EGORY

BR ANDING, PR INT CAMPAIGN

CLIENT

HANDS ON DISASTER RELIEF

I AM NEVER AFRAID TO GET HANDS ON

03 Non-profit Branding Campaign & Brochure

37CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE

4 3CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE

4 5CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE

2– 47CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE

4 – 4 9CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE

OBJECTIVE

Concept and design a CSR brand for a consumer facing business that does not already have a related initiative. A campaign with a brochure and out of home touch-points should be considered.

PROCESS

I decided to extend a CSR brand to Skullcandy, a company that designs headphones and other speaker products. Their brand is very integrated into action sports culture and snowboarding in particular. The sport is known for its bright and bold use of color in apparel, gear and equipment. So using an attention grabbing color would be appropriate. In addition, I decided that the brand should be designed to function with only two colors, since a smaller company like this would not have a large CSR budget. My concept for community involve-ment was to support grade school music programs such as the VH1 Save the Music Fund, an obvious connection between sound technology and youth media.

INSTRUC TOR

KELLY CONLEY

COURSE

PRINT 2

SPRING 2010

LOCATION

CAT EGORY

CAMPAIGN, PACK AGING, BR ANDING

CLIENT

SKULLCANDY

I AM ALWAYS GETTING AMPED FOR THE CAUSE

04 Skullcandy CSR Branding Campaign

| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 50 – 55

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 52– 57

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 56 – 61

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 58 – 6 3

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 60 – 6 5

CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 6 4 – 6 9

OBJECTIVE

Create a concept for a new skincare line as an extension of an existing brand that is not currently in the cosmet-ics market. A POP display stand should also be consid-ered and designed.

PROCESS

When choosing a brand, I thought that Gentleman’s Quarterly magazine would be a great candidate for a new skincare line. Because it is a lifestyle magazine that has already established a demographic audience that is conscious of fashion, style, and personal health, GQ skincare for men didn’t seem too far fetched. The idea of the ”GQ Man” is desirable and could be easily marketed. I wanted the packaging of GQ to be bold and straight forward, honestly professing the values of the GQ man. Since GQ is a forward and confident brand, the use of green, an unexpected pop keeps the line young and modern but also refined.

INSTRUC TOR

THOMAS MCNULT Y

COURSE

PACK AGING DESIGN 3

SPRING 2010

LOCATION

CAT EGORY

PACK AGING

CLIENT

GQ MAGA ZINE

I AM A MOONLIGHT MODEL MAKER

GQ Skincare Packaging Design05

CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 6 8 –73

CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 70 –75

CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 74 –79

INSTRUC TOR

MEGUMI K IYAMA

COURSE

PRINT 1

SPRING 2010

LOCATION

CAT EGORY

POSTER CAMPAIGN

CLIENT

PANTON E

OBJECTIVE

Develop a unique concept and execution for a series of posters promoting the Pantone color system. The primary artwork must be created solely through the use of vector graphics.

PROCESS

With fairly free reign to art direct and execute a poster series promoting Pantone, I looked to what I’d like to see. This project was self-fulfilling in subject matter while also great exercise in developing and executing a design direction that was purely digital illustration. Robot characters are created out of everyday objects related to a particular theme such as office supplies, garden tools or house cleaning appliances. Through the use of color and copy in the design, a connection is made between everyday objects and tools in the robots with Pantone being an everyday color tool for creatives.

I AM AN INCOGNITO ROBOT FAN

06 Poster Series for Pantone

8 5CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS

87CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS

4 – 8 9CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS

EverydayBY PANTONE

PTN. 0000371

* * * * *

NATIVE ROBOTIC INTERFACE

37.973

132.51

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_B A L L M O U SE

_FL A SHDR I V E

_S TA P L ER

_P R IN T ER

[_ EverydayBY PANTONE

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