reflection

“LIFE IS A MIRROR AND WILL REFLECT

BACK TO THE THINKER WHAT HE

THINKS INTO IT.” —JEAN ROSTAND

REFLECTION

Portfolio of Janina Kao




REFLECTION




REFLECTION

Portfolio of Janina Kao

Visual communication has the power to evoke the imagination. I’m not a talkative person, so I prefer presenting my thoughts visually. Typography and imagery function like a mirror to reflect every designer’s point of view, background, experience and innermost thoughts. This portfolio not only shows the progress of learning design, it shows my personality through the reflection of my work.ing my thoughts visually.

SEMESTER_ 2012 Fall COURSE_ Portfolio Seminar PAGE_ 7

MFA PORTFOLIO_ Janina Kao TITLE _ Reflection Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

“HOW WE THINK SHOWS THROUGH IN HOW

WE ACT. ATTITUDES ARE MIRRORS OF THE

MIND. THEY REFLECT THINKING.”

—DAVID JOSEPH SCHWARTZ

00_ CONCEPT

MFA PORTFOLIO_ Janina Kao TITLE _ Reflection

CONTENTS

01_ IN AND AROUND A BAGUETTE PACKAGING_ 9

02_ BEHIND THE MASK BRANDING_ 29

03_ VINYL REVOLUTIONS TYPOGRAPHY_ 51

04_ THE DARK WITHIN EXHIBITION_ 67

05_ THE SENSE OF SCENTS PRINT_ 93

06_ THE LEAF OF LIFE PACKAGING_ 105

07_ DIARY OF OUTFITS TYPOGRAPHY_ 119

08_ INDUCING SYNESTHESIA TYPOGRAPHY_ 129

09_ INFINITE FORMATION MEDIA_ 137

10_ TAIWAN EVOLUTION MFA THESIS_ 145

01_

OBJECTIVE_

To rebrand an existing or fictional deli brand and apply the new

identity to meat packaging and food products with a country deli

style. The goal is to comprehensively recreate a new identity system

principles using various innovative food packaging.

APPROACH_

There is a French dessert shop, Laduée, that currently has a

girly, feminine and floral design impression. They do not yet

have a deli. This project launches a deli using a down-to-earth

yet high-end style. The rooster and the colors red and blue are

the elements to represent France. In addition, all the products have

a tone that has natural palette like French country landscapes.

The packaging IS printed on mustard colored paper that is warm

and soft, unlike most of the plain wrapping used in everyday delis.

COURSE_Package Design 2

INSTRUCTOR _

Christine George

TYPEFACE_

Clarendon

Univers

CATEGORY_

Packaging

IN AND AROUND A BAGUETTE

NUMBER_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 MFA PORTFOLIO_ Janina Kao TITLE_ Reflection

SEMESTER_ 2011 Spring COURSE_ Package Design 2 PROJECT_ In and Around a Baguette PAGE_ 11

EST. 1894

DELICATESSEN

DELICA TESSE N

Delica tess endelicat essen delicatessen

SEMESTER / 2011 Spring COURSE / Package Design 2 PROJECT / In and Around a Baguette PAGE / 27



02_ BEHIND THE MASK

OBJECTIVE_

Select a dead, dying or defunct brand which has benefit and

potential to rebrand it. Research the history and find the roots of

the brand, and recreate the new identity, visual brand standard and

brand extension.

APPROACH_

Max Factor is a brand has began from a Hollywood stage make

up product. transform ordinary women to an amazing super-

star. I rebrand this product as another way which is “Brings out

the real you”, I want women can do herself and show her own

personality. Logo m becomes more freedom with the lines come

out. Netural skin color can represent more natural and personal-

ity impression.

COURSE_Natural Identity

INSTRUCTOR_

Hunter Wimmer

TYPEFACE_

GothamBodoni

CATEGORY_

Branding

Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 MFA PORTFOLIO_ Janina Kao TITLE_ Reflection

SEMESTER_ 2011 Spring COURSE_ Natural Identity PROJECT_ Behind The Mask PAGE_ 31

“Brings out the real you”



N u m b e r _ 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 MFA PORTFOLIO / Janina Kao TITLE / Reflection

SEMESTER / 2011 Spring COURSE / Natural Identity PROJECT / Behind The Mask PAGE / 51

SEMESTER_ 2010 Spring COURSE_ Type Systems PROJECT_ Vinyl Revolutions PAGE_ 53

03_ VINYL REVOLUTIONS

OBJECTIVE _

The future is unpredictable. We don’t know how the things we take

for granted today will be radically different in the future, like what

has occurred from dial phones to the current smart phones. The

goal is to design a book that uses creativity to think about how one

everyday object will be transformed in the future.

APPROACH _

Vinyl has been a common format in which to record and distribute

music. This book is introducing the record history from past

to present and what may come to pass. The future of the record is

going to be everything with how people interact with music.

Digital music can combine with different materials. It can be

incorporated into clothes, accessories or jewelry that is close

to or even part of us. In the future, we can listen music every-

where without specific formats.

COURSE_Type Systems

INSTRUCTOR_

Arvi Raquel–Santos

TYPEFACE_

Helvetica Rockwell

CATEGORY_

Print


SEMESTER_ 2010 Spring COURSE_ Type System PROJECT_ Vinyl Revolutions PAGE_ 55


04_ THE DARK WITHIN

MFA PORTFOLIO_ Janina Kao TITLE_ Reflection

OBJECTIVE_

Create a promotional campaign for a film festival showing the work of a director. This campaign reflects the essence of the director ’s work. The project required developing deliverables, such as a category book, poster, DVD packaging, tickets and the products associated with the concept.

APPROACH_

David Fincher is a famous director who is good at dealing with the dark human psyche, while engaging and surprising audiences with his storytelling within the people in . I created the idea Twisted Spirits to show the hidden compulsion for evil in David Fincher’s films. The photo style shows the atmosphere of mystery and horror. Most of the images use a dark green tone and blurry shadows. In addition, there are three products which are crime novels, personal collective kits and a crime kit. I imagined a person with evil thoughts existing within these crime novels, then I started to picture that person’s collection of stuff. Finally, conceptualized the tools use the tool to accomplish his evil.

SEMESTER_ 2010 Fall COURSE_ Integrated Communication PROJECT_ The Dark Within PAGE_ 69

COURSE_Integrated Communication

INSTRUCTOR_

Hunter Wimmer

TYPEFACE_

UniversRockwell

CLIENT_

David Fincher

CATEGORY_

Exhibition

Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0



Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

SEMESTER / 2010 Fall COURSE / Integrated Communication PROJECT / The Dark Within PAGE / 75



Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0



Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

SEMESTER_ 2010 Spring COURSE_ Visual Communication Lab PROJECT_ The Sense of Scents PAGE_ 95

05_ THE SENSE OF SCENTS


APPROACH_

The sense of smell is invisible, but it is potentially more powerful

than sight. In this class, I researched about how scent affects

our emotions and evokes our memories. I came up with five opportunity

gap: keeping slim by aromatherapy, customized scents for boosting

sale, rose potted plants, aromatherapy for children and toys

with scents that help babies develop their learning ability. The

design focuses on soft photo styles with landscapes, flowers and

people that help create elegant and emotional impressions.

COURSE_VisaulCommunication Lab

INSTRUCTOR_

Phil Hamlett

TYPEFACE_

Garamond

CATEGORY_

Print

Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

OBJECTIVE_

This project focused on a topic that I was familiar with and allowed me to develop a unique perspective on it. I wanted it to be insightful relevant, moving and authoritative. The deliverable was a final book that show the creativity and investigation within a strong needed to visual presentation.

Pick a topic that I familiar and allow me to develop a unique perspective and address the work is insightful, relevant, moving and authoritative. The final book is going to show the creative and investigation with visual presentation.


MFA PORTFOLIO_ Janina Kao TITLE_ Reflection Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

SEMESTER_ 2011 Fall COURSE_ Package Desgin 2 PROJECT_ The Leave of Life PAGE_ 107

06_ THE LEAF OF LIFE


OBJECTIVE_

The goal of this project is to repackage a tea brand, The Republic

of Tea, which is a leader in the tea industry. They sell various

flavors of tea which are not currently easy to recognize by category.

Beyond making the tea easier to identify, it is possible to make

more physically appealing.

APPROACH_

I reclassified all the tea into five categories and separated them

visually with color, different typefaces and small icons to represent

each type of tea. In order to clearly position the brand on the

shelf and elevate it’s perceived value, I wanted to avoid having

many competing visual elements. So, the final packaging used

only type to represent the design.

COURSE _Package Design 2

INSTRUCTOR_

Christine George

TYPEFACE_

Clarendon

Univers

CLIENT_

Republic of Tea

CATEGORY _

Packaging

Number_ 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0

07_ DIARY OF CLOTHES

OBJECTIVE_

Observing our environment or habitat is the main research source

from our daily life. Record these things with text, photos, images

by our own. The final work was going to utilize these resource

as a journal. The book has to reflect the concept and show the

development of our daily observations.

APPROACH_

The concept of this book is about my daily life with clothes.

Different situations require different clothing. My moods also

influence my choices. I took three styles of outfits that matched

three schedules. I also used illustrations to reflect my moods.

It became like my own personal fashion diary.

SEMESTER_ 2011 Fall COURSE_ Experimental Typography PROJECT_ Diary of Clothes PAGE_ 121

COURSE_

Experimental Typography

INSTRUCTOR _

Stain Zienka

TYPEFACE_

Garamond

Univers

CATEGORY _Print


08_ INDUCING SYNESTHESIA

OBJECTIVE_

Gather ideas, emotions, metaphors and visuals that relate to a song.

Using a projector, compose various materials, type and images with

different dimensions. Experiment with these visual elements in

order to show the central concept.

APPROACH_

This project focused on a song from the group The Postal Service

called Sleeping, which is very personal and dreamlike in its

style. I used typography to show movement through placement

and contrast of scale. I also use dramatic colors, such as blood

red, to represent emotions in this song. In the process of

experimentation, I tried different plastic colored palates, glass

and nets underneath the project. Finally, I showed abstract

photography for the poster design which helped explain the

lyrics that spoke of dreams and reality.

SEMESTER_ 2011 Spring COURSE_ Experimental Typography PROJECT_ Inducing Synesthesia PAGE_ 131

COURSE_Experimental Typography

INSTRUCTOR_

Stain Zenka

TYPEFACE_

Futura, Univers Rockwell

CATEGORY_

Print


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N u m b e r _ 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 MFA PORTFOLIO / Janina Kao TITLE / Reflection

SEMESTER / 2011 Spring COURSE / Experimental Typography PROJECT / Dairy of outfits PAGE / 137

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09_ INFINITE FORMATION

OBJECTIVE_

Create a short animation to promote a design magazine. The

final work needed to be viewed on an iPad. The goal was to

demonstrate various graphic animation techniques within the

video. The challenge was to visually communicate graphics and

draw a wider audience to the magazine.

APPROACH_

The movement of geometric design was the basis of the

visual concept. I created a distinct shape for each letter for the

expression “Geometric Design”. All shapes were made from

circles, triangles, squares and lines. I animated each element to

become a letter, then recombined them to form another letter.

The background music I chose was electronica, giving a modern and

energetic feeling. The last step was to form all the elements

into the design of a completed magazine front cover.

SEMESTER_ 2011 Fall COURSE_ Motion Graphics PROJECT_ Infinite Formation PAGE_ 139

COURSE_Motion Graphics

INSTRUCTOR_

Colin Evoy Sebestyen

TYPEFACE _

Futura

CLIENT_

IDN magazine

CATEGORY_

Digital


MFA THESIS

10_ TAIWAN EVOLUTION

OBJECTIVE_

An MFA thesis project is different from a typical collage normal graphic design project , because it is a result of much deep research into a problem. My research process used interviews and surveys as well as other resources, such as books and articles to thoroughly explore the problem.

Graphic design was the media to show the field as deliverables used to solve the problem. It is a project which needs to propose a profound idea while representing the professional skills of visual design.

APPROACH_

Taiwan is a small country that contains a large culture and history. The rest of the world may not recognize its remarkable and unique qualities. Taiwan struggles with establishing an identity that can attract tourists while promoting its exports.

What is the fastest and most powerful means of attracting people as a different culture? Food. I divided Taiwan’s diverse cuisine into four categories represented by four books: Night Market cuisine, Traditional Festival cuisine, Hakka cuisine and Aboriginal Tribe cuisine. These four cuisines would be promoted through capitalizing on the success of urban food trucks. Like the books, four different trucks would represent the four styles of cuisine all branded under the name, “Taste.” Along with the food, the trucks would also distribute cultural materials on Taiwan, with the intention of attracting tourism and trade.

All deliverable are from “Taste”, a food truck business and a place to get more information about Taiwan. Through food and its meaning, tasting Taiwanese food can know Taiwanese culture as well.

SEMESTER_ 2012 Fall COURSE_ Thesis PROJECT_ Taiwan Evolution PAGE_ 149

COURSE_Thesis

INSTRUCTOR_

David Hake

Ariel Grey

TYPEFACE_

Trade Gothic

Adobe Garamont Pro


TRAVEL AND SAVOR TAIWANESE EVOLUTION

TRADITIONAL

FESTIVAL

CUISINE &

TRAVEL

傳統節慶美食旅遊



ABORIGINAL

TRIBES

CUISINE

原住民美食

NIGHT MARKET

CUISINE &

TRAVEL

夜市美食旅遊

HAKKA

CUISINE &

TRAVEL

客家美食旅遊



Ferries

Golden Gate FerryEast Bay ferries Blue & Gold Fleet

Muni

Muni buses stop on Steuart Street (across the Embarcadero and plaza from the Ferry Building).2 6 14 14L 14X 21 31 71

Shuttle/ Other Bus

Kaiser San Francisco Shuttle Yellow LineVA San Francisco ShuttleSan Francisco Bay Ferry Vallejo Route 200

Historic Streetcar, Cable Car

F-Market & WharvesCalifornia Cable Car

TASTE > Location

TRAVEL & SAVORTA IWANESE REVOLUT ION

ABOUT

TRAVEL TAIWAN

NIGHT MARKET

TRADITIONAL FESTIVAL

HAKKA

ABORIGINAL TRIBES

> LOCATION

PRESS

JUN. 29– JUL.7 2013JUSTIN HERMAN PLAZA11pm–5pm415 531 0597

[email protected]

TRAVEL & SAVORTA IWANESE REVOLUT IONTRAVEL & SAVORTA IWANESE REVOLUT ION

APPERTIZER

Meatball Dumpling | Ba Wan |肉丸

Oyster Omelet | O A Zen | 蚵仔煎

Stinky tofu | Chou Doufu | 臭豆腐

Stewed pork rice | Lo-Ba-Bung | 魯肉飯

Baked black pepper pork | Hujiao Bing | 胡椒餅

Spring Rolls | Runbing | 潤餅

DRINK

Green teaOolong teaBlack teaBoba Milk TeaBoba Green Milk TeaBoba Oolong Milk Tea

INGREDIENT

Oysters Tbsp Corn Flour Eggs (Beaten) Stems (Spring Onions) Stems Coriander Pepper Sesame Oil Peanut Oil Salt To Taste

JUN. 29– JUL.7 2013JUSTIN HERMAN PLAZA

CIVIC CENTER PLAZA415 531 0597

[email protected]

NIGHT MARKET

CUISINE &

TRAVEL

夜市美食旅遊

TASTE > MENU > NIGHT MARKET CUISINE

ABOUT

TRAVEL TAIWAN

> NIGHT MARKET

TRADITIONAL FESTIVAL

HAKKA

ABORIGINAL TRIBES

LOCATION

PRESS



ABOUT

TRAVEL TAIWAN

NIGHT MARKET

>TRADITIONAL FESTIVAL

HAKKA

ABORIGINAL TRIBES

LOCATION

PRESS

JUN. 29– JUL.7 2013JUSTIN HERMAN PLAZA11pm–5pm415 531 [email protected]

TASTE > TRAVEL TAIWAN > TRAVEL THEME > TRADITIONAL FESTIVAL CUISINE & TOUR

>> LANTERN FESTIVAL

TAITUNG The Bombing of Master Han Dan

TRAVEL & SAVORTA IWANESE REVOLUT ION

TRADITIONAL

FESTIVAL

CUISINE &

TRAVEL

傳統節慶美食旅遊

Academy of Art University_

79 New Montgomery Street,

San Francisco, CA 94115

DEPARTMENT CHAIR_ Mary Scott

DEPARTMENT DIRECTOR_ Phil Hamlett

ASSOC DEPT_ Hunter Wimmer

Janina Kao

EMAIL_ [email protected]

WEBSITE_ www.janinakao.com

PHONE_ 415 531 0597

COURSE_ Portfolio Seminar

Title_Reflectiond

TYPEFACE_ Din, Caslon 540

PHOTOGRAPHY_ Janina Kao

PRINTING_ Giant Horse Printing

BINDING_ Taurus Bookbindery

TEXT STOCK_ Finch

SOFTWARE_ InDesign, Photoshop, Illustrator

COLOPHON

Copy Right © 2012 All Rights Reserved

No part of this publication may be reproduced,

stored in a retrieval system or transmitted in

any form or by any means, without express

permission of Janina Kao

INSTRUCTORS _

Thank you so much for always pushing and encouraging me to do the best work possible. I admire your dedication to your students and roud to be graduate at Academy of Art University.

FAMILY & FRIENDS_

Thank you to my friends in AAU and Taiwan who supported me and give me advice on my work and my life. Last but not least, thank you my Mom, Dad and sister Gillian who always encouraged me, especially when I needed it the most.

PAGE_ 173

THANK YOU

INSTRUCTOR_

Phil Hamlett

Mary Scott

Hunter Wimmer

Ariel Grey

David Hake

Michael Kilgore

Stain Zenka

Christine George

Colin Evoy Sebestyen

FRIENDS_Friends in AAUErin LeeStephaine YuKarin LiuEva ChenKim SuKong KongJemy

Friends in TaiwanEric ChungArielLiPingAlishaSunny

Ling Yen

FAMILY_

Mom

Dad

Gillian


reflection

Documents

janina kao title

reflection semester

package design

reflection number

spring course

baguette packaging

baguette page

portfolio seminar page