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Transcript of I Am Peter Pham - Portfolio
I AM PETER BUT MY FRIENDS CALL ME PETE
© 2012 Peter Pham
All rights reserved.
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 | [email protected]
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
PAGE 2–7
10 THINGS THAT YOU DIDN’T KNOW ABOUT ME
| PORT FOLIO OF PET ER PHAM
I AM HERE TO MAKE MY MARKVARIOUS LOGOS p.154
10
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
p.32
01 02 03
PAGE 4 – 9
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
2011
LOCATION
SAN FR ANCISCO
CAT EGORY
PACK AGING
CLIENT
MCAFEE
I AM CHAMPIONOF THE DIGITALCONSTRUCT
2012 McAfeePackaging Design01
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 01
PAGE 8 –13PROJEC T | MCAFEE 2012 PACK AGING DESIGNCLIENT | MCAFEE
| PORT FOLIO OF PET ER PHAM CHAPT ER 01
PAGE 10 –15PROJEC T | MCAFEE 2012 PACK AGING DESIGNCLIENT | MCAFEE
| PORT FOLIO OF PET ER PHAM CHAPT ER 01
PAGE 18 –23PROJEC 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
T ERM
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
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 02
PAGE 22–27CLIENT | 52 L IQUEURS PROJEC T | 52 L IQUEUR BOT TLE PACK AGING
| PORT FOLIO OF PET ER PHAM CHAPT ER 02
PAGE 24 –29CLIENT | 52 L IQUEURS PROJEC T | 52 L IQUEUR BOT TLE PACK AGING
| PORT FOLIO OF PET ER PHAM CHAPT ER 02
PAGE 26 – 31CLIENT | 52 L IQUEURS PROJEC T | 52 L IQUEUR BOT TLE PACK AGING
| PORT FOLIO OF PET ER PHAM CHAPT ER 02
PAGE 28 – 33CLIENT | 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
T ERM
SUMMER 2009
LOCATION
ACADEMY OF ART UNIVERSIT Y
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
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 32– 37CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 34 – 39CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 36 – 41CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 38 – 4 3CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 40 – 4 5CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 4 2– 47CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
PAGE 4 4 – 4 9CLIENT | HANDS ON DISASTER RELIEF PROJEC T | BR ANDING CAMPAIGN & BROCHURE
| PORT FOLIO OF PET ER PHAM CHAPT ER 03
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
T ERM
SPRING 2010
LOCATION
ACADEMY OF ART UNIVERSIT Y
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
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 50 – 55
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 52– 57
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 56 – 61
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 58 – 6 3
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
CLIENT | SKULLCANDY PROJEC T | CSR BR ANDING CAMPAIGN PAGE 60 – 6 5
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 4
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
T ERM
SPRING 2010
LOCATION
ACADEMY OF ART UNIVERSIT Y
CAT EGORY
PACK AGING
CLIENT
GQ MAGA ZINE
I AM A MOONLIGHT MODEL MAKER
GQ Skincare Packaging Design05
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 5
CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 6 8 –73
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 5
CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 70 –75
| PORT FOLIO OF PET ER PHAM CHAPT ER 0 5
CLIENT | GQ MAGA ZINE PROJEC T | SK INCARE PACK AGING DESIGN PAGE 74 –79
INSTRUC TOR
MEGUMI K IYAMA
COURSE
PRINT 1
T ERM
SPRING 2010
LOCATION
ACADEMY OF ART UNIVERSIT Y
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
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
PAGE 80 – 8 5CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
PAGE 82– 87CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
PAGE 8 4 – 8 9CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
[_
[_02
[_
[_04
[_
EverydayBY PANTONE
PTN. 0000371
* * * * *
NATIVE ROBOTIC INTERFACE
37.973
25 N
132.51
47 W
------
FIREWALL +
[ 001
Ros nos dolore magna feumsandit nullametuero eugait praesequatue co-
nulputem alit prat. Ut ilisim dolorpe raessi eui blaor sim ipis am, quat, con
ut nulput aut la feuisim vel el ut nulputpat ad dolumsan utatummy nonsed
magna facidunt lor inci bla facil doluptat wisis alis am, veliquisi. Onum ad
tio odolore dit nulput ing et, velenit adiam zzriure tet init dolor sis adignim
dunt velis nonsecte vullam zzriuscil dolestrud eu facipit auguer sum vul-
lutet duisi. []Xerilla oreetuer ad magnisl iriusci et, suscin vercilit nullutate
erate diamcore vendio od exerit ulput ver aliquiscip ercilisci tionsequisl iure
magnim velit iure magna facidunt venismod dion vu
_O FFI C E C H A IR
_B A L L M O U SE
_FL A SHDR I V E
_S TA P L ER
_P R IN T ER
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
[_
[_02
[_
[_04
[_ EverydayBY PANTONE
FIREWALL +[ 001
Ros nos dolore magna feumsandit nullametuero eugait praesequatue co-
nulputem alit prat. Ut ilisim dolorpe raessi eui blaor sim ipis am, quat, con
ut nulput aut la feuisim vel el ut nulputpat ad dolumsan utatummy nonsed
magna facidunt lor inci bla facil doluptat wisis alis am, veliquisi. Onum ad
tio odolore dit nulput ing et, velenit adiam zzriure tet init dolor sis adignim
dunt velis nonsecte vullam zzriuscil dolestrud eu facipit auguer sum vul-
lutet duisi. []Xerilla oreetuer ad magnisl iriusci et, suscin vercilit nullutate
erate diamcore vendio od exerit ulput ver aliquiscip ercilisci tionsequisl iure
magnim velit iure magna facidunt venismod dion vu
_O F F I C E C H A IR
_B A L L M O U SE
_F L A SHD R I V E
_S TA P L E R
_P R IN T E R
PTN. 0000371 * * * * *NATIVE ROBOTIC INTERFACE
37.97325 N 132.5147 W
------
PAGE 86 – 91CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
PAGE 8 8 – 93CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
[_ [_02 [_ [_04 [_Everyday
BY PANTONE
FIREWALL +[ 001
Ros nos dolore magna feumsandit nullametuero eugait praesequatue co-nulputem alit prat. Ut ilisim dolorpe raessi eui blaor sim ipis am, quat, con ut nulput aut la feuisim vel el ut nulputpat ad dolumsan utatummy nonsed magna facidunt lor inci bla facil doluptat wisis alis am, veliquisi. Onum ad tio odolore dit nulput ing et, velenit adiam zzriure tet init dolor sis adignim dunt velis nonsecte vullam zzriuscil dolestrud eu facipit auguer sum vul-lutet duisi. []Xerilla oreetuer ad magnisl iriusci et, suscin vercilit nullutate erate diamcore vendio od exerit ulput ver aliquiscip ercilisci tionsequisl iure magnim velit iure magna facidunt venismod dion vu
_O F F I C E C H A IR _B A L L M O U SE _F L A SH D R I V E
_S TA P L E R _P R IN T E R
PTN. 0000371 * * * * *
NATIVE ROBOTIC INTERFACE
37.97325 N
132.5147 W
------
| PORT FOLIO OF PET ER PHAM CHAPT ER 06
[_ [_02 [_ [_04 [_Everyday
BY PANTONE
FIREWALL +[ 001
Ros nos dolore magna feumsandit nullametuero eugait praesequatue co-nulputem alit prat. Ut ilisim dolorpe raessi eui blaor sim ipis am, quat, con ut nulput aut la feuisim vel el ut nulputpat ad dolumsan utatummy nonsed magna facidunt lor inci bla facil doluptat wisis alis am, veliquisi. Onum ad tio odolore dit nulput ing et, velenit adiam zzriure tet init dolor sis adignim dunt velis nonsecte vullam zzriuscil dolestrud eu facipit auguer sum vul-lutet duisi. []Xerilla oreetuer ad magnisl iriusci et, suscin vercilit nullutate erate diamcore vendio od exerit ulput ver aliquiscip ercilisci tionsequisl iure magnim velit iure magna facidunt venismod dion vu
_O F F I C E C H A IR _B A L L M O U SE _F L A SH D R I V E
_S TA P L E R _P R IN T E R
PTN. 0000371 * * * * *
NATIVE ROBOTIC INTERFACE
37.97325 N
132.5147 W
------
PAGE 90 – 9 5CLIENT | PANTON E PROJEC T | PROMOTIONAL POSTERS
OBJECTIVE
Develop a brand identity and promotional paper swatch-book design system to launch a new line of papers. Then extend that brand system into an event hosted by the paper company and related campaign.
PROCESS
Powerfully playful became the key words to achieving the design goals. Type pulled from early twentieth century posters provided a connection to the founder’s westward journey and had a strong, rugged and independent person-ality. Famous locomotives that operated during the era of the Great Depression inspire the names of the paper lines. Graphics on each swatch book are draw upon the vernacu-lar of trains, water towers, train tunnels, tracks, boxcars, switch posts, etc within this visual toolset.
INSTRUC TOR
MA X SPECTOR
COURSE
GR APHIC DESIGN 2
T ERM
SPRING 2009
LOCATION
ACADEMY OF ART UNIVERSIT Y
CAT EGORY
CLIENT
RCM PAPER CO.
I AM A GUIDE IN THE URBAN WILDERNESS
Paper Promotion & Brand Identity07
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 94 – 99CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 96 –101CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 98 –103CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 100 –10 5CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 102–107CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
9173 Sawdust Blvd . > CA NON CI T Y, CO 81212–3736
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Maxwell LangstonSALES REPRESENTATIVE
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| PORT FOLIO OF PET ER PHAM CHAPT ER 07
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PAGE 10 4 –109CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 106 –111CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 108 –113CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 110 –115CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 114 –119CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
| PORT FOLIO OF PET ER PHAM CHAPT ER 07
PAGE 116 –121CLIENT | RCM PAPER CO PROJEC T | PAPER PROMOTION & BR AND IDENTIT Y
OBJECTIVE
Create a unique concept and design for the Carnival line of Curious papers. Touchpoints should include a poster and swatchcards.
PROCESS
Through research and brainstorming around the definitions, etymology and associated meanings of the word Carnival, I eventually landed on this concept for a paper promotion campaign. It looks to explore the differ-ent personas that we embody in different social situations or groups of people, as if wearing different masks. The concept is executed primarily through photography and copy, each persona takes on a differ-ent diminutive of the name Peter and certain traits. The audience is invited to interact with the paper and how the different personas relate to one another.
INSTRUC TOR
ARIEL GREY
COURSE
T YPOGR APHY 3
T ERM
FALL 2010
LOCATION
ACADEMY OF ART UNIVERSIT Y
CAT EGORY
CLIENT
MOHAWK PAPER
I AM THE MAN WITH MANY MASKS
08 Paper PromotionCampaign
| PORT FOLIO OF PET ER PHAM
01
UNMASKED
Is there anything more real than an honest face with nothing to hide? Peter prefers to be himself and enjoys situations where he feels comfortable, typically around friends and family. At his most relaxed he will open up and show a more intimate side of himself reserved almost exclusively for family and lover interests.
04
UNIFORM CODE
Stiff, boring, proper conduct following company guidelines. Working hard was never less fun, especially in a shirt and tie. Pete does his best to enjoy what he does but finds the office and similar environments to be utterly stifling. This may cause superficial smalltalk, empty compliments and sly smiles.
03
NOISE CANCELLING
As far as Piero is concerned, making friends and talking to people is overated. If they are just going to end up bothering him then why not block them out in the first place. These noise cancelling head phones are the perfect escape. As much as he wants to be a part of things, people can be dangerous or let you down.
02
ADRENALVISION
Only real thrill hungry badasses wear gogles, and that is exactly what Petrus is. You never know what to expect when you live life to the fullest. Not only do they provide protection against debris and glare but they also give him a fresh perspective on things. Nothing gets his blood flowing like seeing red.
03
01
02
04
MASKSAND I WEAR
LOVER
BOLD
PEON
HERMIT
The Personae System has its roots in the masks worn by actors in the theater. Each society has its own set of costumes for its members to wear. This is connected in some ways to Bastian’s notion of Folk
Ideas. It is through the Personae System that we come in contact with other people. These are the masks that we wear during the day that enable us to be seen and identified by people and vice versa. Therefore our persona is tied to our very character. An example of the personae system at work is my
persona as Teacher. I am not always a teacher, I don the role of Teacher, and it comes with its own set of clothing, actions, language, regulations, even emotions. My culture provides this role for me to play. I try to play it to the best of my ability. Your persona in this relationship is that of Student. It also comes with
its own set of clothing, actions, language, regulations and even emotions. I am not always the Teacher, as (hopefully) you are not always the Student. Sometimes I am the Lover, the Partner, the Brother, the
Friend, and, I’m sure, the Enemy, at times; each carries with it a different way of being.
Mohawk Fine Papers Inc.465 Saratoga Street
Cohoes, NY 12047
1-800-THE-MILL
PRINTED ON MOHAWK CARNIVAL SMOOTH STELLAR WHITE
THOUGHTS ON CARNIVAL PAPER FROM THE THINK ON PAPER SERIES OF PROMOTIONS
FROM MOHAWK FINE PAPERS
| PORT FOLIO OF PET ER PHAM CHAPT ER 08
PAGE 120 –125CLIENT | CARNIVAL PAPER PROJEC T | PAPER PROMOTION CAMPAIGN
| PORT FOLIO OF PET ER PHAM CHAPT ER 08
PAGE 122–127CLIENT | CARNIVAL PAPER PROJEC T | PAPER PROMOTION CAMPAIGN
01 UN
MA
SK
ED
Is t
he
re a
ny
thin
g m
ore
re
al th
an
an
h
on
est
face
wit
h n
oth
ing
to
hid
e? P
ete
r p
refe
rs t
o b
e h
imse
lf a
nd
en
joys
situ
ati
on
s w
he
re h
e f
ee
ls c
om
fort
ab
le, ty
pic
ally
aro
un
d f
rie
nd
s an
d f
am
ily. A
t h
is m
ost
re
laxe
d h
e w
ill o
pe
n u
p a
nd
sh
ow
a m
ore
in
tim
ate
sid
e o
f h
imse
lf r
ese
rve
d a
lmo
st
exclu
sive
ly f
or
fam
ily a
nd
lo
ve
r in
tere
sts.
04
UN
IFO
RM
CO
DE
Sti
ff, b
ori
ng
, p
rop
er
co
nd
uct
follo
win
g
co
mp
an
y g
uid
elin
es.
Wo
rkin
g h
ard
was
neve
r le
ss f
un
, e
spe
cia
lly in
a s
hir
t an
d
tie
. P
ete
do
es
his
be
st t
o e
njo
y w
hat
he
do
es
bu
t fi
nd
s th
e o
ffice
an
d s
imila
r e
nvir
on
me
nts
to
be
utt
erl
y s
tifl
ing
. T
his
m
ay
cau
se s
up
erfi
cia
l sm
allt
alk
, e
mp
ty
co
mp
lime
nts
an
d s
ly s
mile
s.
03
NO
ISE
CA
NC
EL
LIN
G
As
far
as
Pie
ro is
co
nce
rne
d, m
akin
g
frie
nd
s an
d t
alk
ing
to
pe
op
le is
ove
rate
d.
If t
hey
are
ju
st g
oin
g t
o e
nd
up
bo
the
rin
g
him
th
en
wh
y n
ot
blo
ck t
he
m o
ut
in t
he
firs
t p
lace
. T
he
se n
ois
e c
an
ce
llin
g h
ead
p
ho
ne
s are
th
e p
erf
ect
esc
ap
e. A
s m
uch
as
he
wan
ts t
o b
e a
part
of
thin
gs,
pe
op
le
can
be
dan
ge
rou
s o
r le
t yo
u d
ow
n.
02
AD
RE
NA
LV
ISIO
N
On
ly r
eal th
rill
hu
ng
ry b
ad
ass
es
we
ar
go
gle
s, a
nd
th
at
is e
xactl
y w
hat
Petr
us
is. Y
ou
neve
r kn
ow
wh
at
to e
xp
ect
wh
en
yo
u liv
e lif
e t
o t
he
fu
llest
. N
ot
on
ly d
o
they
pro
vid
e p
rote
cti
on
ag
ain
st d
eb
ris
an
d g
lare
bu
t th
ey
als
o g
ive
him
a f
resh
p
ers
pe
cti
ve
on
th
ing
s. N
oth
ing
gets
his
b
loo
d fl
ow
ing
lik
e s
ee
ing
re
d.
03
01
02
04
MASKS
AN
D I
WE
AR
LO
VE
R
BO
LD
PE
ON
HE
RM
IT
Th
e P
ers
on
ae
Syst
em
has
its
roo
ts in
th
e m
ask
s w
orn
by
acto
rs in
th
e t
he
ate
r. E
ach
so
cie
ty h
as
its
ow
n
set
of
co
stu
me
s fo
r it
s m
em
be
rs t
o w
ear. T
his
is
co
nn
ecte
d in
so
me
ways
to B
ast
ian
’s n
oti
on
of
Fo
lk
Ide
as.
It
is t
hro
ug
h t
he
Pe
rso
nae
Syst
em
th
at
we
co
me
in
co
nta
ct
wit
h o
the
r p
eo
ple
. T
he
se a
re t
he
mask
s th
at
we
we
ar
du
rin
g t
he
day
th
at
en
ab
le u
s to
be
se
en
an
d id
en
tifi
ed
by
pe
op
le a
nd
vic
e v
ers
a.
Th
ere
fore
ou
r p
ers
on
a is
tie
d t
o o
ur
ve
ry c
hara
cte
r. A
n e
xam
ple
of
the
pe
rso
nae
syst
em
at
wo
rk is
my
pe
rso
na a
s Te
ach
er. I
am
no
t alw
ays
a t
each
er, I
do
n t
he
ro
le o
f Te
ach
er, a
nd
it
co
me
s w
ith
its
ow
n s
et
of
clo
thin
g, acti
on
s, lan
gu
ag
e, re
gu
lati
on
s, e
ve
n e
mo
tio
ns.
My
cu
ltu
re p
rovid
es
this
ro
le f
or
me
to
pla
y. I
try
to p
lay
it
to t
he
be
st o
f m
y a
bili
ty. Y
ou
r p
ers
on
a in
th
is r
ela
tio
nsh
ip is
that
of
Stu
de
nt.
It
als
o c
om
es
wit
h
its
ow
n s
et
of
clo
thin
g, acti
on
s, lan
gu
ag
e, re
gu
lati
on
s an
d e
ve
n e
mo
tio
ns.
I a
m n
ot
alw
ays
the
Te
ach
er,
as
(ho
pefu
lly)
yo
u a
re n
ot
alw
ays
the
Stu
de
nt.
So
meti
me
s I
am
th
e L
ove
r, t
he
Part
ne
r, t
he
Bro
the
r, t
he
Fri
en
d, an
d, I’m
su
re, th
e E
ne
my, at
tim
es;
each
carr
ies
wit
h it
a d
iffe
ren
t w
ay
of
be
ing
.
Mo
ha
wk
Fin
e P
ap
ers
In
c.
46
5 S
ara
tog
a S
tre
et
Co
ho
es,
NY
12
04
7
1-8
00
-TH
E-M
ILL
PR
INT
ED
ON
MO
HA
WK
CA
RN
IVA
L S
MO
OT
H S
TE
LL
AR
WH
ITE
TH
OU
GH
TS
ON
CA
RN
IVA
L P
AP
ER
FR
OM
TH
E
TH
INK
ON
PA
PE
R S
ER
IES
OF
PR
OM
OT
ION
S
FR
OM
MO
HA
WK
FIN
E P
AP
ER
S
| PORT FOLIO OF PET ER PHAM CHAPT ER 08
01 UN
MA
SK
ED
Is t
he
re a
ny
thin
g m
ore
re
al th
an
an
h
on
est
face
wit
h n
oth
ing
to
hid
e? P
ete
r p
refe
rs t
o b
e h
imse
lf a
nd
en
joys
situ
ati
on
s w
he
re h
e f
ee
ls c
om
fort
ab
le, ty
pic
ally
aro
un
d f
rie
nd
s an
d f
am
ily. A
t h
is m
ost
re
laxe
d h
e w
ill o
pe
n u
p a
nd
sh
ow
a m
ore
in
tim
ate
sid
e o
f h
imse
lf r
ese
rve
d a
lmo
st
exclu
sive
ly f
or
fam
ily a
nd
lo
ve
r in
tere
sts.
04
UN
IFO
RM
CO
DE
Sti
ff, b
ori
ng
, p
rop
er
co
nd
uct
follo
win
g
co
mp
an
y g
uid
elin
es.
Wo
rkin
g h
ard
was
neve
r le
ss f
un
, e
spe
cia
lly in
a s
hir
t an
d
tie
. P
ete
do
es
his
be
st t
o e
njo
y w
hat
he
do
es
bu
t fi
nd
s th
e o
ffice
an
d s
imila
r e
nvir
on
me
nts
to
be
utt
erl
y s
tifl
ing
. T
his
m
ay
cau
se s
up
erfi
cia
l sm
allt
alk
, e
mp
ty
co
mp
lime
nts
an
d s
ly s
mile
s.
03
NO
ISE
CA
NC
EL
LIN
G
As
far
as
Pie
ro is
co
nce
rne
d, m
akin
g
frie
nd
s an
d t
alk
ing
to
pe
op
le is
ove
rate
d.
If t
hey
are
ju
st g
oin
g t
o e
nd
up
bo
the
rin
g
him
th
en
wh
y n
ot
blo
ck t
he
m o
ut
in t
he
firs
t p
lace
. T
he
se n
ois
e c
an
ce
llin
g h
ead
p
ho
ne
s are
th
e p
erf
ect
esc
ap
e. A
s m
uch
as
he
wan
ts t
o b
e a
part
of
thin
gs,
pe
op
le
can
be
dan
ge
rou
s o
r le
t yo
u d
ow
n.
02
AD
RE
NA
LV
ISIO
N
On
ly r
eal th
rill
hu
ng
ry b
ad
ass
es
we
ar
go
gle
s, a
nd
th
at
is e
xactl
y w
hat
Petr
us
is. Y
ou
neve
r kn
ow
wh
at
to e
xp
ect
wh
en
yo
u liv
e lif
e t
o t
he
fu
llest
. N
ot
on
ly d
o
they
pro
vid
e p
rote
cti
on
ag
ain
st d
eb
ris
an
d g
lare
bu
t th
ey
als
o g
ive
him
a f
resh
p
ers
pe
cti
ve
on
th
ing
s. N
oth
ing
gets
his
b
loo
d fl
ow
ing
lik
e s
ee
ing
re
d.
03
01
02
04
MASKS
AN
D I
WE
AR
LO
VE
R
BO
LD
PE
ON
HE
RM
IT
Th
e P
ers
on
ae
Syst
em
has
its
roo
ts in
th
e m
ask
s w
orn
by
acto
rs in
th
e t
he
ate
r. E
ach
so
cie
ty h
as
its
ow
n
set
of
co
stu
me
s fo
r it
s m
em
be
rs t
o w
ear. T
his
is
co
nn
ecte
d in
so
me
ways
to B
ast
ian
’s n
oti
on
of
Fo
lk
Ide
as.
It
is t
hro
ug
h t
he
Pe
rso
nae
Syst
em
th
at
we
co
me
in
co
nta
ct
wit
h o
the
r p
eo
ple
. T
he
se a
re t
he
mask
s th
at
we
we
ar
du
rin
g t
he
day
th
at
en
ab
le u
s to
be
se
en
an
d id
en
tifi
ed
by
pe
op
le a
nd
vic
e v
ers
a.
Th
ere
fore
ou
r p
ers
on
a is
tie
d t
o o
ur
ve
ry c
hara
cte
r. A
n e
xam
ple
of
the
pe
rso
nae
syst
em
at
wo
rk is
my
pe
rso
na a
s Te
ach
er. I
am
no
t alw
ays
a t
each
er, I
do
n t
he
ro
le o
f Te
ach
er, a
nd
it
co
me
s w
ith
its
ow
n s
et
of
clo
thin
g, acti
on
s, lan
gu
ag
e, re
gu
lati
on
s, e
ve
n e
mo
tio
ns.
My
cu
ltu
re p
rovid
es
this
ro
le f
or
me
to
pla
y. I
try
to p
lay
it
to t
he
be
st o
f m
y a
bili
ty. Y
ou
r p
ers
on
a in
th
is r
ela
tio
nsh
ip is
that
of
Stu
de
nt.
It
als
o c
om
es
wit
h
its
ow
n s
et
of
clo
thin
g, acti
on
s, lan
gu
ag
e, re
gu
lati
on
s an
d e
ve
n e
mo
tio
ns.
I a
m n
ot
alw
ays
the
Te
ach
er,
as
(ho
pefu
lly)
yo
u a
re n
ot
alw
ays
the
Stu
de
nt.
So
meti
me
s I
am
th
e L
ove
r, t
he
Part
ne
r, t
he
Bro
the
r, t
he
Fri
en
d, an
d, I’m
su
re, th
e E
ne
my, at
tim
es;
each
carr
ies
wit
h it
a d
iffe
ren
t w
ay
of
be
ing
.
Mo
ha
wk
Fin
e P
ap
ers
In
c.
46
5 S
ara
tog
a S
tre
et
Co
ho
es,
NY
12
04
7
1-8
00
-TH
E-M
ILL
PR
INT
ED
ON
MO
HA
WK
CA
RN
IVA
L S
MO
OT
H S
TE
LL
AR
WH
ITE
TH
OU
GH
TS
ON
CA
RN
IVA
L P
AP
ER
FR
OM
TH
E
TH
INK
ON
PA
PE
R S
ER
IES
OF
PR
OM
OT
ION
S
FR
OM
MO
HA
WK
FIN
E P
AP
ER
S
PAGE 124 –129CLIENT | CARNIVAL PAPER PROJEC T | PAPER PROMOTION CAMPAIGN
| PORT FOLIO OF PET ER PHAM CHAPT ER 08
PAGE 126 –131CLIENT | CARNIVAL PAPER PROJEC T | PAPER PROMOTION CAMPAIGN
| PORT FOLIO OF PET ER PHAM CHAPT ER 08
PAGE 128 –133CLIENT | CARNIVAL PAPER PROJEC T | PAPER PROMOTION CAMPAIGN
OBJECTIVE
Various projects were completed while working as a design intern at Attik in San Francisco.
PROCESS
While working at Attik, I was able to learn a great deal about branding, advertising, digital media and interac-tion design, as well as the pace of a design studio. I was able to assist designers and art directors with various design projects and studio tasks, as well as completing a number of internal projects myself. Most of the follow-ing designs are concept work; the directions that I worked on. This was a great learning experience and the most was made of it.
CRE ATIV E D IREC TOR
STAN Z IENK A
AGENCY
AT TIK
Y E A R
2010
LOCATION
SAN FR ANCISCO
CAT EGORY
PRINT, CAMPAIGN
CLIENT
AT TIK , INTERSCOPE, SC ION, YAHOO
I AM AN APPRENTICE OF AESTHETICS
Attik internship:Various Projects09
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 132–137CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 134 –139CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 136 –141CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 138 –14 3CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 140 –14 5CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 14 2–147CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 14 4 –14 9CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 146 –151CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 14 8 –153CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
| PORT FOLIO OF PET ER PHAM CHAPT ER 09
PAGE 150 –155CLIENT | AT T IK PROJEC T | INTERNSHIP : VARIOUS PROJECTS
10 Various Logos
I AM HERE TO MAKE MY MARK
| PORT FOLIO OF PET ER PHAM
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
PAGE 156 –161CLIENT | VARIOUS PROJEC T | LOGOS
01
02
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
03
0 4
PAGE 158 –16 3CLIENT | VARIOUS PROJEC T | LOGOS
0 5
0 6
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
07
0 8
PAGE 160 –16 5CLIENT | VARIOUS PROJEC T | LOGOS
0 9
10
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
11
12
PAGE 162–167CLIENT | VARIOUS PROJEC T | LOGOS
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
BROOME STREETGENERAL
STORE
G
E N E R A L
S T O R E
BROOME STREETE S T . 2 0 1 0
broomestreet
est. 2010
BROOMEST.
est. 2010
GENERAL STORE
GENERAL
STOREBROOME ST
GENERAL
STORE
broom street
GENERAL
broom stSTORE
BROOME ST
generalest. 2010
est . s t or e
2010
PAGE 16 4 –16 9CLIENT | VARIOUS PROJEC T | LOGOS
FAMILY
Mom & Carolyn / Fly L.V. & Chris / Chu Hanh, Hien & Vinh
MY BET TER HALVES
Jenny & Cookie
FRIENDS
Elliott Tran / Peter Pham / Andrea Yung / German Wegbreit / Mike Andersen / Tran Huynh / Mike DiCanzio / James Feng / John Yum /
INSTRUCTORS
Mary Scott / Thomas McNulty /
COLLEAGUES
Stan Zienka / The Team at MetaDesign / Natalie Kuo / Gabe Nguyen / Damien Webb / Strahan McMullen / Sa Nguyen / Neha Hattangdi
MENTORS David Jean / Matthew Wakeman
I AM SO GRATEFUL FOR THE LOVE AND SUPPORT OF ALL MY FRIENDS AND FAMILY.
| PORT FOLIO OF PET ER PHAM CHAPT ER 10
PAGE 166 –171CLIENT | VARIOUS PROJEC T | LOGOS
PAPER | Cougar Opaque Smooth 100Lb Text
PRINTER | Graphic Imagery, South San Francisco
PRESS | Hp Indigo 5500
BINDERY | The Key Binding & Printing, Oakland
PHOTOGR APHY, DESIGN | Peter Pham
ST YLIST, CONSULTANT | Jenny Pan
CAMER A | Canon 5DmkII, Canon 50D, Canon RebelXT
SOF T WARE | Adobe Photoshop, Illustrator, Indesign
T YPEFACE | Univers
| PORT FOLIO OF PET ER PHAM