inception_portfolio

Inception.S E L E C T E D W O R K O F S I T I N U R A I N I M O H A M E D A Z M I

I N C E P T I O N p o r t f o l i o o f S I T I N U R A I N I M O H A M E D A Z M I

P A G E 6

PORTFOLIO

Inception

DESIGNER

Siti Nur Aini Mohamed Azmi

INSTRUCTOR

Mary ScottAcademy of Art University, School of Graphic Design79 New Montgomery Street, San Francisco CA 94105

PRINTER AND BINDERY

Blurb

PHOTOGRAPHY

Siti Nur Aini Mohamed Azmi, Wells Yang, Christine George,

Megan Archer, Jennilee Peralta and Stock Photos

CAMERA

Canon 50D / Nikon / Sony

SOFTWARE

Adobe Creative Suite 5.5

TYPEFACE

Adobe Garamond / Berthold Akzidenz Grotesk

COVER STOCK

Proline

TEXT STOCK

Proline uncoated

© 2012 SITI NUR AINI MOHAMED AZMI

All rights reserved. No portion of this book may be used or reproduced in any manner without the written permission of Siti Nur Aini Mohamed Azmi.

Colophon.

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M O M E N T O F I N C E P T I O N / 0 0

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c l a s s P O R T F O L I O i n s t r u c t o r M A R Y S C O T T p r o j e c t W O R K P O R T F O L I O

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P A G E 9

fear not /

A l l a c h i e vement s , a l l e a r ne d r i c he s , h ave t he i r b e g i n n i n g i n a n id e a .

— Napoleon Hil l


P A G E 1 0 C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

My selected work./ 01

Culture collections. 10

/ 02

It’s a bird, it’s a plane. 66

/ 03

Make the car extinct. 80

/ 04

A medical method. 92

/ 05

Home is where the hair is. 100

/ 06

Keeping it simple. 108

/ 07

Inspired by the matadors. 116

/ 08

A radiant beam. 126

/ 09

Make a whole in one. 134

/ 10

Everlasting gabstarter. 142

/ 11

Ideation and ideology. 152


P A G E 11



P A G E 1 2

INCEPTION / It is the beginning and the ending. My portfolio is about the act of instil ling an idea into someone’s mind by entering through perception. This book is a visualization of what is in my head at the moment something is created and what is on the page in the end as its manifestation.

Intro to inception.

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P A G E 13



P A G E 1 4

OBJECTIVE

To rebrand JCPenney and it’s private label brands to make it more unique and effective in the marketplace.

SOLUTION

Practica l lifestyle products for the modern consumer. This is strategy statement for designing the entire line for JCPenney.

The idea was for the various consumers to be able to purchase JCPenney products according to their wants, needs and budget. ‘Modern’ is the concept behind a ll this line of products. Where every line either shows part of the product on the inside or it has a photograph with the details of it on the outside packaging. To simplif y the process, we even categorized each department so that it is easier for customers to f ind their particular product. We divided the JCPenney into two house brands, JCP Tots and JCP Pals. Step One is a college living essentia ls line made by JCP. We divided the company into a private label brand that consist of Surface, Fieri and Paxton. We made JCP as simple and practica l as possible since the customers are a wide range of demographics.

Culture collections.M O M E N T O F I N C E P T I O N / 0 1

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P A G E 15


P A G E 1 6

PET PRODUCTS

For dog or cat owners ages 26 to 50, JCP Pals provides high-end pet products and accessories for the modern pet and home, that delivers product quality and design, at reasonable prices.

BABY ESSENTIALS

For parents ages 25 to 35, JCP Tots provides a va lue driven line of baby essentia ls that delivers well designed and durable products, at af fordable prices.

jcp jcp

jcp jcp

H O U S E B R A N D S

Practical lifestyle products for the modern consumer.

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P A G E 1 7

COLLEGE LIVING ESSENTIALS

For college students ages 18 to 28, Step One provides essentia l kitchenwares, home decor, bedding and bath, and electronic accessories that are practica l and aesthetica lly pleasing; for dorm living through innovative design and reusable packaging at af fordable prices.

E N D O R S E D L A B E L S

k i t c h e n w a r e k i t c h e n w a r ek i t c h e n w a r e

e l e c t r o n i c s e l e c t r o n i c se l e c t r o n i c s

h o u s e w a r e s h o u s e w a r e sh o u s e w a r e s

b e d d i n g & b a t h b e d d i n g & b a t hb e d d i n g & b a t h

2 spot color 1 spot color blAck white 1 spot color
















p r o j e c t J C P E N N E Y C O L L E C T I O N S i n s t r u c t o r M I C H A E L O S B O R N Ec l a s s P A C K A G I N G 4

COSMETICS / SKINCARE

For women ages 30 to 50, Surface offers high-end skincare and cosmetics that provide healthy anti-aging benef its that delivers quality ingredients with advanced technology.

P R I V A T E L A B E L S

GOURMET + KITCHENWARE

For people ages 26 to 35, Guys Fieri is a celebrity endorsed line of products which offers chef-grade gourmet foods and kitchenwares that delivers quality ingredients and materia ls, and contain educational benef its in the packaging.

CONTEMPORARY HOME DECOR

For consumers ages 25 to 40, Paxton provides modern, contemporary home decor that is of high-style through good craftsmanship and design but at moderately af fordable prices.

1 spot color with grAdient

reverse out one color

1 spot color without grAdient

m o d e r n l i v i n g



Ando + trAde gothic medium

reverse out 2 spot color


reverse out blAck And white 1 spot colorblAck And white 1 spot color

2 color spot


P A G E 1 8

f igure 1.1 mood board

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ER C

HEF

Kitc

henw

are

STA

YIN

G C

ON

NEC

TED

Elec

tron

ics

KEEP

ING

IT R

EAL

Hou

sew

ares

Bed

ding

& B

ath

CO

MFO

RT

ZON

E

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I N C E P T I O N p o r t f o l i o o f S I T I N U R A I N I M O H A M E D A Z M II N C E P T I O N p o r t f o l i o o f S I T I N U R A I N I M O H A M E D A Z M I

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2 color spotp r o j e c t J C P E N N E Y C O L L E C T I O N S i n s t r u c t o r M I C H A E L O S B O R N Ec l a s s P A C K A G I N G 4


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2 color spot

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2 color spot

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P A G E 7 0

OBJECTIVE

To create an identity that represents the brand of Royal Falcon Airline and is able to portray its vision to be a leading global a irl ine. The mission is dedicated to the highest qua l it y of customer service delivered with a sense of warmth, company spirit, friendliness and individual pride.

SOLUTION

A logo mark was recreated to elevate the company by delivering individual pride in the Falcon logo itself. For the concept uses a symbol using a Falcon and by integrating it with the writing of ‘ fa lcon’ in arabic. The logo color represents the country’s f lag. The stationery comes with a business card, mailing label, envelope and a letterhead with a secondary graphic included. Other application system such as the stationery system was a lso created to show the extended use of the logo.

It’s a bird, it’s a plane.M O M E N T O F I N C E P T I O N / 0 2

C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

P A G E 7 1


P A G E 7 2 C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11


c l a s s I D E N T I T Y 2 i n s t r u c t o r T H O M A S M C N U LT Y p r o j e c t R O YA L F A L C O N A I R L I N E

P A G E 7 3


P A G E 74 C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

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P A G E 7 6

P A G E 7 7



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P A G E 7 9



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P A G E 8 1



P A G E 8 2

ECONOMY CLASSROYAL MEMBER FIRST CLASS

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P A G E 8 3

HEADQUATERSKHALIFA TOWER



P A G E 8 4

OBJECTIVE

To create an informational campaign around the issues and solutions of traf f ic congestion in San Francisco.

SOLUTION

A book was created to inform the public of the issues relating to traff ic congestion. This in turn will then have a positive ripple ef fect on the other socia l and environmental issues that confront the people who are currently living in San Francisco and the Bay Area. It can be achieved by making the public transportation in San Francisco a more ‘Happy Experience’ to be in by providing accessibility, sanitation and security.

Make the car extinct.M O M E N T O F I N C E P T I O N / 0 3

C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

P A G E 8 5


P A G E 8 6 C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

P A G E 8 7

i n s t r u c t o r T O M S I E Uc l a s s P R I N T 2 p r o j e c t P U B L I C T R A N S P O R TAT I O N I N S A N F R A N C I S C O


P A G E 8 8

P A G E 8 9


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P A G E 9 6

OBJECTIVE

To create a brand identity and packaging of an imagined line of an innovative pharmaceutica l drugs and to make the brand convenient, reliable and trusted in the large marketplace. To strengthen its brand by making it more friendly and approachable.

SOLUTION

A set of pharmaceutica l goods for diabetics who are a lways on the go and are having to worry about getting sick and not having medical attention. Most products for diabetics are prescribed and as a result is dif f icult to a lways get when needed. DiabetEAZE is convenient because a lmost a ll of it is over-the-counter. Therefore it is available everywhere. This makes it accessible to the patient. DiabetEAZE brand stands for Easy, Affordable, Zero pain and Effective. A ll the products will be sold in small size boxes that are easily portable and a l low people to use only the dosage that is recommended and not have to carry around a lot of extra equipment. The design approach is for diabetics to be able to f ind and use medicine in a hassle free way.

A medical method.M O M E N T O F I N C E P T I O N / 0 4

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P A G E 9 7

p r o j e c t P H A R M A C E U T I C A L P R O D U C T Si n s t r u c t o r T H O M A S M C N U LT Yc l a s s P A C K A G I N G 3


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P A G E 1 0 4

OBJECTIVE

Create or choose any topic to create a series of posters that will represent Pantone best. Deliverables include a set of three dif ferent posters based around one concept.

SOLUTION

The concept for this topic is to help preserve natural habitats since the world is running out of space and these habitats are shrinking and becoming uninhabitable for animals. Therefore, humans need to become more aware of their environment and their impact on other species. I used the metaphor of parts of the human head as symbols of homes for various animals. This can help show the relationship between people and animals.

Home is where the hair is.M O M E N T O F I N C E P T I O N / 0 5

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c l a s s P R I N T 1 i n s t r u c t o r M E G U M I K I YA M A p r o j e c t P A N T O N E S E R I E S P O S T E R S

P A G E 1 0 8

P A G E 1 0 9


P A G E 11 0

The world is running out of space, share your space with them.

Home

About the Artist

Posters

Contact

S H E L T E R T H E H A B I T A T S

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P A G E 111

Click on it to enlarge


Home

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Posters

Mustache

Nostrils

Ear

Contact

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Ear

They are territorial and generally solitary animals, often requiring large contiguousareas of habitat that support their prey demands. This, coupled with the fact that they are indig-enous to some of the more densely populated places on earth, has caused signi�cant con�icts with humans. Three of the nine subspecies of modern tiger have gone extinct, and the remain-ing six are classi�ed as endangered, some crit i -cal ly so. The primary direct causes are habitat destruction, fragmentation and hunting.

Historical ly t igers have existed from Mesopota-mia and the Caucasus throughout most of South and East Asia. Today the range of the speciesis radically reduced. While al l surviving species are under formal protection, poaching, habitat destruction and inbreeding depressioncontinue to threaten the tigers.




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Nostrils

Ear

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Nostrils

A 2007 report shows 239 Giant Pandas l iving in captivity inside China and another 27 outside the country. Wild population estimates vary;one estimate shows that there are about 1,590 individuals l iving in the wild, while a 2006 study via DNA analysis estimated that this�gure could be as high as 2,000 to 3,000. Some reports also show that the number of Giant Pandas in the wild is on the rise. However, theIUCN does not believe there is enough certainty yet to reclassify the species from Endangered to Vulnerable.




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Posters

Mustache

Nostrils

Ear

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Mustache

Blue whales were abundant in nearly al l the oceans unti l the beginning of the twentieth century. For over 40 years, they were hunted almost to extinction by whalers unti l protectedby the international community in 1966. A 2002 report estimated there were 5,000 to 12,000blue whales worldwide, located in at least �ve groups. More recent research into the Pygmy subspecies suggests this may be an underesti-mate. Before whaling, the largest populationwas in the Antarctic, numbering approximately 239,000 (range 202,000 to 311,000).

There remain only much smaller (around 2,000) concentrations in each of the North-East Paci�c, Antarctic, and Indian Ocean groups. There are two more groups in the North Atlantic, and at least two in the Southern Hemisphere.


c l a s s P R I N T 1 i n s t r u c t o r M E G U M I K I YA M A p r o j e c t P A N T O N E S E R I E S P O S T E R S


P A G E 11 2

OBJECTIVE

To create a new brand identity ‘Dockers’ and make the brand more unique and contemporary and high fashion in the market place. A lso to strengthen and extend its brand equity by creating a line of body care products for men.

SOLUTION

Using a variety of body care products is an everyday ritual for most men. Dockers has been around for ages now and is one of the biggest khaki manufacturers in the world. It has managed to extend itself into other apparel lines as well. Why not take its equity a step further by creating an entire line of body care products? The goal for this project is to build on the equity of the existing look and feel of Dockers while extending its brand to a new area. The design was inf luenced by the rawness and simplicity of the brand that represents the company.

Keeping it simple.M O M E N T O F I N C E P T I O N / 0 6

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P A G E 115


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P A G E 1 2 0

OBJECTIVE

Create a unique brand and labels for a condiment line of which includes three balsamic vinegar, a bottle of olive oil and f ive dif ferent f lavor of sea sa lts from Spain.

SOLUTION

Valencia is the third largest country in Spain. The original Latin name of the city was Valentia, meaning “strength,” or “valour.” This was the inspiration behind bullf ighting. The logo took its inf luences from elements within bullf ighting games. The symbol is a bull on a background of red borrowed from the Spanish f lag. The red a lso signif ies strength. The label containing is like the arena holding the spectacle, its border is in a shape of a bullring. The f lourishes are from the pattern of the matador’s uniform.

Inspired by the matadors.M O M E N T O F I N C E P T I O N / 0 7

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p r o j e c t V A L E N C I A C O N D I M E N T S C O L L E C T I O Ni n s t r u c t o r C H R I S T I N E G E O R G Ec l a s s P A C K A G I N G 1

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P A G E 13 0

OBJECTIVE

Design and create a lamp for a company that has not entered the market of home goods. A long with the lamp, create a unique and innovative packaging that ref lects the voice of the company.

SOLUTION

The lamp is a product extension of the brand Oakley. The lamp is designed with its name in mind, The Beacon. Like a beam shining at night it brings people towards it to unite them. The lamp is made out of 100% recycled materia ls. The colored glasses was made out of old Oakley sunglasses. The oval shape of the lamp and the logo are inspired by the ‘The Oakley Grip’ that uses a patented materia l known as ‘Unobtanium.’ The packaging that contains the lamp mimics the shape of a lighthouse that holds its beacon.

A radiant beam.M O M E N T O F I N C E P T I O N / 0 8

C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11

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Translucent Gradient (Light is able to shine through the glass)

Black solid satin finish

Black solid satin finish (opaque)

Brush metal

Multiple colored recycled lense glass

Solid Gradient (pantone orange 021)


P A G E 13 4

+ +f igure 8.1 inspiration bicycle grip figure 8.2 inspiration colored sunglass lenses

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P A G E 13 5

=f igure 8.3 combined to form Oakley Beacon Lamp



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P A G E 13 7



P A G E 13 8

OBJECTIVE

Create a unique and innovative line of indoor and outdoor golf packaging for Lego. The deliverables include a set of golf balls three in each package, containing one color per set, either red, green or blue. The box is color coated based on the balls, but a ll packages have a unifying face.

SOLUTION

A set of lightweight colored golf balls were created for the Lego Group. The Lego enthusiasts love the feeling when experiencing a game that keeps them fully engaged requiring a mastery of skil ls, when a ll their abilities are in balance with going through the challenges at hand. Fun is both in the process and in the completion, which keeps them on their feet to, as it says on the package, Play On. The concept of this line was to create Lego inspired block pieces with the primary colors that represent the brand. These packages have a color scheme that resembles the puzzle pieces of Lego.

Make a whole in one.M O M E N T O F I N C E P T I O N / 0 9

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P A G E 13 9


C H A P T E R 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 11 P A G E 1 4 0

p r o j e c t L E G O G O L F B A L L P A C K A G I N Gi n s t r u c t o r C H R I S T I N E G E O R G Ec l a s s P A C K A G I N G 1

P A G E 1 4 1


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One Legoland Dr ive,

Car lsbad, CA 92008

Uni ted States of

Amer icaPhone: 760.918.5346

3 red go l f ba l ls by

TOP FLITE XL

G O L F

P L A Y O NE x p e r i e n c e T h e G a m e

3 r e d g o l f b a l l s

GOLF

LEGO balls are design for distance, durability, feel and value. It is long, it is strong and �y straight down the fairway. It is meant to be played until you lose it.

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Car lsbad, CA 92008

Uni ted States of


3 b lue go l f ba l ls by

TOP FLITE XL

G O L F


3 b l u e g o l f b a l l s

GOLF



Car lsbad, CA 92008

Uni ted States of


3 green go l f ba l ls by

TOP FLITE XL

G O L F


3 g r e e n g o l f b a l l s

GOLF




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OBJECTIVE

Create a brand, brochure and a direct mail that is futuristic.

SOLUTION

A gum that is engineered to work as a cata lyst to help people speak and understand a dif ferent language that can enrich people’s lives through communication. A brochure and a set series of posters were designed to promote the brand that is sent to the people through direct mail containing samples for people to test it out. The brand is ca lled Axenz which is based on the accents, which is a feature of languages. The logo is designed in a shape of a chat bubble and it’s coming out from the letter ‘x’ symbolizing blowing the gum. The colors used in the design are very light and inviting.

Everlasting gabstarter.M O M E N T O F I N C E P T I O N / 1 0

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Axenz

p r o j e c t L A N G U A G E G U M F U T U R I S T I C I D E A i n s t r u c t o r T H O M A S M C N U LT Yc l a s s G R A P H I C D E S I G N 2


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Italian gum translator.

Axenz language gum comes in differentlanguages in different flavors.

Need to talk Italian? No problem,Axenz is here to help you.

www.axenzgum.com

Axenz

Thai gum translator.


Need to talk Thai? No problem,Axenz is here to help you.

www.axenzgum.com

Axenz

Spanish gum translator.


Need to talk Spanish? No problem,Axenz is here to help you.

www.axenzgum.com

Axenz



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OBJECTIVE

To create brand identity through brand research.

SOLUTION

These are some of the logos that I have worked on over the past few years. The logos are design through the process of research, thumbnails, ref ined versions, black and white variations, color studies and f inal design. The following pages you will see the i l literations of the logos that I’ve created.

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Idealogy and ideation.

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c l a s s V A R I O U S i n s t r u c t o r V A R I O U S p r o j e c t I D E N T I T I E S


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diabetEAZE

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diabetEAZE



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Axenzx

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Axenzxx



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SAVE THE SHARKS

HydroSpaceHotel

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SAVE THE SHARKS

HydroSpaceHotel



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F A M I LY

This book is dedicated to my Papa, Mama, my brother Anas, Faizul Azman and my Bun Bun William. I miss you guys like crazy. This has only happened because of a l l your support. You are a ll greatly responsible for making a ll my projects a success. I love you a ll and thank you for being there when I needed you. I rea lly appreciate a ll the times you guys put up with me.

I N S T R U C T O R S

A big thank you to Mary Scott, Michael Osborne, Christine George, Thomas McNulty, Ariel Grey, Darrel Hayden, Tom Sieu and Megumi Kiyama. I’ve learned so much from you a ll.

F R I E N D S

To Benjamin Rocha, for being the best mentor and giving me the guidance throughout my whole time being here in the Academy. Without you, I would not be able to complete this journey. To my best friend and roommate Jennilee Peralta, thank you for being there when i need you and supporting me with your comfort food and your company.

V E N D O R

Blurb, thank you for being the only binder that do things rea lly fast and a llowing me to have more time on my portfolio.

Thank you.

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