Subconsciously Speaking
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Transcript of Subconsciously Speaking
SubconsciouslySpeaking
Inf luence*
Inf luence*
*Design is a powerful means of influence. But do we really
understand how the best ideas are communicated? After
prolonged observation and experience, I came to learn that
people respond fastest through the subconscious. Although
it is the part of the mind that is not completely aware, the
subconscious brings a pronounced influence on our behavior.
I believe successful design speaks to our senses, which then
translates into actions. In my work, I strive to provoke and
relate to my target audience by revealing their subconscious
mind — the good, the bad, and the ugly. It is by which I convey
various intentions and influence my audience in a relevant
and compelling manner.
Copyright © 2011 Karen Liong
karenliong.com / [email protected]
All Rights Reserved.
No portion of this book may be used or reproduced
without the expressed consent of Karen Liong.
Academy of Art University
79 New Montgomery Street
San Francisco, CA 94105
School of Graphic Design
Department Director: Mary Scott
Concept
We want to be admired · · · · · · · · · · · · · · · · · · · · · · · · ·
We are thirsty for attention · · · · · · · · · · · · · · · · · · · · · ·
We want the extras as well · · · · · · · · · · · · · · · · · · · · · ·
We just want to breathe · · · · · · · · · · · · · · · · · · · · · · · ·
We just want the real deal · · · · · · · · · · · · · · · · · · · · · · ·
We are naturally savages · · · · · · · · · · · · · · · · · · · · · · · ·
We seek for great stories · · · · · · · · · · · · · · · · · · · · · · ·
We just need the why · · · · · · · · · · · · · · · · · · · · · · · · ·
We only want the benefits · · · · · · · · · · · · · · · · · · · · · ·
Personal Work · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Identity Marks · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·
008 – 027
028 – 049
050 – 057
058 – 069
070 – 081
082 – 099
100 – 117
118 – 133
134 – 157
160 – 165
166 – 173
Some things we share in common
We think we need skin care
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
We want to be admired*
PA G E 0 0 8 – 0 0 9P R O J E C T P L U T O B Y B A N G A N D O L U F S E N
*Men in their 40s have typically achieved a certain degree
of financial success and independence, thus developing the
tendency to exude more confidence and self-sufficiency. This
naturally brings about the undeniable urge to be perceived
as somebody successful; one who has accomplished many.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Research
Brief
Bang & Olufsen is world-renowned for its superior range of audio, video,
and digital media products. Always in search of exciting, long-lasting
experiences, the brand possesses distinctive minimal designs which fuse
both technological excellence and emotional appeal.
Conceptualize a skin care line for an existing brand that is currently not on
the skin care market. Students are expected to understand the company
philosophy, target audience, and overall brand aesthetics. The deliverables
include seven skin care items and a point-of-purchase display.
Men
40+ Years Old
High-Income Sector
Masculine
Sleek
Emotional
Pluto byBang & Olufsen
Concept
People who purchase Bang & Olufsen products seldom seek for merely its
technical quality, but also the design and user interaction. Pluto skin care
is targeted exclusively towards the design-savvy as well as men above 40
years old. The product delivers mostly everything a man could ever desire:
character, charisma, and class. With Bang & Olufsen’s minimal design, the
product relies upon basic geometric shapes to perform its function.
Audience Attributes
PA G E 0 1 0 – 0 1 1P R O J E C T P L U T O B Y B A N G A N D O L U F S E N
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N PA G E 0 1 2 – 0 1 3
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Stimulating Visuals
The overall look and feel for Pluto skin care is subconsciously inspired by
geometry, water droplets, and slow-motion.
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N PA G E 0 1 4 – 0 1 5
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N
Perfectly Minimal
The skin care bottles are made of aluminium and topped with satin finish.
It is important to reduce unnecessary shapes in keeping Pluto skin care
align with general Bang & Olufsen look.
PA G E 0 1 6 – 0 1 7
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N PA G E 0 1 8 – 0 1 9
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N
Functioning Beauty
For items that are more liquid and frequently used, such as facial wash
and SPF, the packaging will be in the form of charcoal-black bottles (shown
below). The usability of the bottles is as simple as their aesthetics.
PA G E 0 2 0 – 0 2 1
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Display Ideation
The point-of-purchase display is inspired by Bang & Olufsen distinctive
products, notably BeoCenter 2, a seamless music system. Motor-powered
display is also considered during the ideation stage.
P R O J E C T P L U T O B Y B A N G A N D O L U F S E N PA G E 0 2 4 – 0 2 5
We think we are traveling
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
We are thirsty for attention*
PA G E 0 2 8 – 0 2 9 P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
*We care what others think of us. That is why we do certain
things, speak certain ways, and go to certain places. The
same philosophy applies when we travel and pick our hotels.
Sure, cost is one thing, but we would definitely prefer to stay
at hotels that make us look good. Feel good.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
Research
Brief
Being Starwood Group’s main brand, Sheraton’s strength lies in its
quantity of properties and strategic locations all over the world. It caters
mainly towards the leisure travelers and second, business travelers. A
middle-class brand, Sheraton competes against Hyatt, Marriott and Hilton.
Create a rejuvenated look for a company of our choice. Students were
expected to conduct an in-depth research of the company. Based on
the new concept and strategy, a unique selling position statement is
defined. Deliverables include a new identity mark, stationery set, brand
applications, website, and brand manual.
Leisure Travelers
Business Travelers
Medium-Income Sector
Worldwide
Contemporary
Stylish
Sheraton HotelsAnd Resorts
Concept
During the research phase, I discovered that none of the hotels possess
a distinct and unique personality that sets it apart from its competitors.
Seeing how leisure travelers behave, I found that a worldwide middle-
class hotel should own a personality that gratifies the egotistical desires
of people regardless of their nationality. Inspired by contemporary lifestyle
and universal beauty, the new identity is marked by a mix of architectural
and natural imageries, which is unseen in most mainstream hotels today.
Audience Attributes
PA G E 0 3 0 – 0 3 1P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
Looking Forward
After thorough research and careful consideration, Sheraton moves away
from the previous traditional image and welcomes a fresh contemporary
identity. The new mark is an abstracted representation of architecture and
is paired with custom-treated sans serif typeface.
PA G E 0 3 4 – 0 3 5P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
PA G E 0 3 6 – 0 3 7P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
Nature Meets Architecture
Both structured and organic line arts are the main supportive elements for
the new Sheraton. The geographic contour lines (shown below) represent
the vast territory that Sheraton has occupied around the world.
PA G E 0 3 8 – 0 3 9P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
PA G E 0 4 0 – 0 4 1P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
PA G E 0 4 2 – 0 4 3P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
More Than A Logo
The new Sheraton tranquil personality is applied across various mediums,
from website to environmental design.
PA G E 0 4 4 – 0 4 5P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y
PA G E 0 4 6 – 0 4 7P R O J E C T S H E R AT O N H O T E L S A N D R E S O R T S
We think we want the basics
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y B R A N D S T R AT E G Y, I D E N T I T Y
We want the extras as well*
PA G E 0 5 0 – 0 5 1P R O J E C T T H E N E W C O S T C O
*We are raised in a society that promotes speed and
convenience, and we have come to expect a manifold more
than we used to. This includes the Costco’s audience. The
low-income sector would prefer to receive things in express,
bulk, and low-price. But attractive packaging never hurt.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y B R A N D S T R AT E G Y, I D E N T I T Y
Research
Brief
A warehouse club chain, Costco requires customers to buy bulk quantities
of store’s products. Prices are kept low because of the simple format of
its stores. Costco is the ideal place for customers to shop during slow
economic times. However, once the economy rebounds, Costco faces the
challenge of keeping their customers it gained during the recession.
The group project assignment is to redesign Costco’s packaging system
by repositioning the brand, its target audience, and brand architecture.
The understanding of branded house versus house of brands is also
emphasized in the class.
Large Families
Small Businesses
Low-Income Sector
Wholesale
Economical
Convenient
The New Costco
Concept
As Costco is voted as “The Best Place to Shop in the U.S.” by Business
Insider in June 2010, the group believes that Costco’s brand equity should
be preserved. But to combat the declining sales, a modification in the
brand architecture is essential. There are two main moves that we made:
extend Costco’s target demographics to the middle-income sector, and
improve on the service section to better advance traffic flow.
Audience Attributes
PA G E 0 5 2 – 0 5 3P R O J E C T T H E N E W C O S T C O
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y B R A N D S T R AT E G Y, I D E N T I T Y
Branded House House of Brands
Kirkland
Kirkland’s goal is to provide national-brand quality items at discounted prices.
Livewell
Costco health and medication private label with innovative packaging system.
Sinegal & Brotman
Premium private label for bedroom furnishings for new homeowners and families.
Large Families / Small Businesses 30+ Years Old / General Audience 30+ Years Old / Homeowners
PA G E 0 5 4 – 0 5 5P R O J E C T T H E N E W C O S T C O
Costco-Endorsed Brands
Hemlock’s Kitchen
Fast food counter that offers all-time favorite menu for family and kids.
Vertex
Stylish gas station, auto services and supply for families’ everyday car needs.
Olympiad Books
Publishing house that provides all-time favorite classic and contemporary books.
Memory Lab
Instant photographic lab and do-it-yourself photo personalization counter.
Families / Low-Income Sector 30+ Years Old / Car Owners General / Low-Income Sector Families / 13–75 Years Old
WHOLESALE
WHOLESALEWHOLESALE
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y B R A N D S T R AT E G Y, I D E N T I T Y
An Evolutionary Move
At the start of the project, we as a group asked ourselves, “how
revolutionary should we reposition Costco?” The decision turned out to be
evolutionary instead, and Costco maintained its signature red mark.
PA G E 0 5 6 – 0 5 7P R O J E C T T H E N E W C O S T C O
We think shopping satisfies
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
We just want to breathe*
PA G E 0 5 8 – 0 5 9P R O J E C T C O S T C O K I R K L A N D B O D Y
*In a world full of deafening marketing noise, sometimes it is
nice to have our own space — and breathe. Just imagine how
difficult it would be for Costco’s audience to be drawn to a
certain package in such a vast building, not to mention the
presence of massive crowds. We deserve something nice to lay
our eyes on; something refreshing, something calm and
soothing to fixate our eyes upon.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Research
Brief
Kirkland is Costco’s private label comprised of a large scope of items
ranging from household appliances to groceries. The fact that Kirkland
currently has no clear branding system for its packaging struck us as a
group as what seems like a futile plan. This drove us to propose a new
Kirkland model: the classification into four major categories, with each
having its own distinctive packaging personality.
The group project assignment is to redesign Costco packaging system
by repositioning its brand, target audience, and brand architecture. This
chapter emphasizes more on Kirkland, Costco’s current private label.
Large Families
Small Businesses
Low-Income Sector
Ambient
Fresh
Approachable
CostcoKirkland Body
Concept
The overall personality of Kirkland’s body section is relaxing, ambient,
and fresh. Because Costco’s warehouse is sizable, it may sometimes be
challenging to find what we really want when there are so many other
things on display. In short, we want our body products to pop out. Through
the juxtaposition of magnified graphics and straightforward type treatment,
customers are welcomed to participate in the reviving experience of using
Kirkland Body products. This approach is simple and hassle-free that does
justice to Kirkland’s personality, at the same time catering to the audience
in a better way.
Audience Attributes
PA G E 0 6 0 – 0 6 1P R O J E C T C O S T C O K I R K L A N D B O D Y
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Costco-Relevant Application
We as a group understand that the products should eventually be sold in
bulk. One example would be shaving blades packaging (shown across),
where flat cardboard of items are assembled into big boxes for efficiency.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 6 4 – 0 6 5P R O J E C T C O S T C O K I R K L A N D B O D Y
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 6 6 – 0 6 7P R O J E C T C O S T C O K I R K L A N D B O D Y
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Pro Complete Toothpaste
Kirkland toothpaste is color-coded for people with specific needs. Each
toothpaste type is sold in a pack of six.
PA G E 0 6 8 – 0 6 9P R O J E C T C O S T C O K I R K L A N D B O D Y
We think we are confused
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
We just want the real deal*
PA G E 0 7 0 – 0 7 1P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
*Life is too short to leave things to chance. It is not difficult
to understand why we tend to obsess over assurance — we
want things to work exactly how we expect them to. This often
leads us to wander around the aisles in search for the perfect
item. Obviously, the most promising packaging wins.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Research
Brief
Kirkland is Costco’s private label comprised of a large scope of items
ranging from household appliances to groceries. The fact that Kirkland
currently has no clear branding system for its packaging struck us as a
group as what seems like a futile plan. This drove us to propose a new
Kirkland model: the classification into four major categories, with each
having its own distinctive packaging personality.
The group project assignment is to redesign Costco’s packaging system by
repositioning the brand, its target audience, and brand architecture. This
chapter emphasizes on Kirkland, Costco’s current private label.
Large Families
Small Businesses
Low-Income Sector
Reliable
Confident
Vigorous
Costco KirklandHardlines
Concept
The overall personality of hardlines section is reliable, to-the-point, and
confident. A retreat from the typical low-sector approach, Kirkland’s
hardlines avoids copious information and focuses on the quality of the
item printed on its package. With powerful color scheme and no-nonsense
form of treatment, the new design confidently says reliable without a
forced and lengthy explanation.
Audience Attributes
PA G E 0 7 2 – 0 7 3P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
PA G E 0 7 4 – 0 7 5P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 7 6 – 0 7 7P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
The Search of A Perfect Look
During the exploration, the word strength was used frequently. We as a
group considered various ways to visualize the idea.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 7 8 – 0 7 9P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Simple and Confident
The hardlines section exudes much confidence and power, ensuring
audience that its products will work for a long time. In a Costco setting,
Kirkland products will surely outshine other national brands.
PA G E 0 8 0 – 0 8 1P R O J E C T C O S T C O K I R K L A N D H A R D L I N E S
We think we are hungry
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
We are naturally savages*
PA G E 0 8 2 – 0 8 3P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
*Having shopped at Costco, most people are apt to fatigue
and hunger. Fortunately, next to the cashiers stations the
fast food corner where people are allowed to loosen up a bit.
The famished shoppers would devour almost any kind of food
they come across, without having to think twice in what they
consume, or how large the portions may be.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Research
Brief
Currently, Costco has a fast-food counter that is located right in front of
the cashiers. It is a smart strategy where tired and hungry people can be
satisfied with pizza, hot dogs, and soft drinks at a very cheap price. As it is
always swamped with multitudes and long queues, it is a waste if we do
not utilize this crowd for Costco’s advantage.
The group project assignment is to redesign Costco’s packaging system
by repositioning the brand, its target audience, and brand architecture.
This chapter explains the Costco-endorsed brand — specifically Hemlock’s
Kitchen — and its impact on increasing Costco’s traffic flow.
Large Families
Small Businesses
Low-Income Sector
Lively
Fun
Appetizing
Costco Hemlock’s Kitchen
Concept
The fun personality of Hemlock's Kitchen is originally inspired by American
diners and their rectangular banners. Hemlock's Kitchen utilize a quirky
mesh of graphical elements that brings an overall lively and energetic feel.
Since people carry their fast food everywhere, we also created a line of
crossover items that is sold both at the counter and the warehouse areas.
This will market and expand Costco’s presence through the brand.
Audience Attributes
PA G E 0 8 4 – 0 8 5P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Diner With A Twist
The identity is inspired by nostalgic diner aesthetics, but transformed with
a twist to suit Costco’s setting. Hemlock’s Kitchen is a fun, family-friendly
food counter that completes Costco’s shopping experience.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 8 8 – 0 8 9P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 9 2 – 0 9 3P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Power of the Crossovers
When someone loves what he is having in the kitchen, he can purchase
the instant version in the warehouse so he can have it whenever,
wherever he wants. We as a team learned that packaged foods act as a
powerful marketing tool that will help broaden Costco’s visibility.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 9 6 – 0 9 7P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 0 9 8 – 0 9 9P R O J E C T C O S T C O H E M L O C K ' S K I T C H E N
We think we look for brands
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
We seek for great stories*
PA G E 1 0 0 – 1 0 1P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
*As I came upon Robert Sinskey Vineyards, it quickly struck
me to see how wine aficionados adore to converse. Unlike beer
consumers, wine enthusiasts seek to search into the story and
philosophy behind each and every wine. Thus, showing them
something great to talk about is key.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
Research
Brief
Robert Sinskey Vineyards is not your typical commercial wine brand.
Robert, a pioneer in American biodynamic wine industry, believes that best
wines result from a holistic and symbiotic relationship between the grapes
and the ecosystem around them: the soil, the animals, the moon, and
beyond. In RSV, all grapes are biodynamically grown and produced.
Choose a local winery and redesign their current wine packaging. The
deliverables include two lower-tiered wines to be sold at $40 each, one
higher-tiered wine at $110 which goes along with an exclusive wine case.
30+ Years Old
Health-Conscious People
Wine Enthusiasts
Biodynamic
Alluring
Intuitive
Robert Sinskey Vineyards
Concept
The new Robert Sinskey labels utilize scientific elements of astronomical
observation. This is because its biodynamic approach in winemaking
involves moon observation and scientific precision. The overall theme on
the new labels is "observation". They possess a light and quiet ambience
to signify the notion of letting go hectic human processes and simply
let Mother Nature take control. The playful and unexpected labels ignite
curiosity on the wine enthusiasts, providing them a fairly new idea to talk
about over wine and food.
Audience Attributes
PA G E 1 0 2 – 1 0 3P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
A Label To Ponder Upon
Biodynamic agriculture is personal and metaphysical in nature. During the
exploration, shunning away from typical commercial labels was the move.
PA G E 1 0 4 – 1 0 5P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
More Than Human Effort
Biodynamic winemaking is unique in a way that it is a collaborative effort
between human beings and Mother Nature. Vintners set up such a
precisely ideal environment condition so that nature can be self-sufficient
and produce the best wines.
PA G E 1 0 6 – 1 0 7P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 1 0 8 – 1 0 9P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 1 1 0 – 1 1 1P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 1 1 2 – 1 1 3P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
A Touch of Exclusivity
For the higher-tiered line, images of intriguing scientific objects are applied
with silver foil to give it a touch of exclusivity.
PA G E 1 1 4 – 1 1 5
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P A C K A G I N G , I D E N T I T Y
PA G E 1 1 6 – 1 1 7P R O J E C T R O B E R T S I N S K E Y V I N E YA R D S
We don’t need the what
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
We justneed the why*
PA G E 1 1 8 – 1 1 9P R O J E C T R A P H A E L H O U S E
*We witness numerous deprivations emerge in the world every
day. We know we are supposed to help, and yet we cannot
seem to acquire a strong enough motive to compel us in doing
so. Many of today’s organizations that perform the same
cause tend to convey a shade of desperation in achieving their
objective. Through the means of reverse psychology emerge a
powerful tool which serves to influence a new perspective in
the act of contributing — that it is a privilege for people to
partake in the cause rather than the opposite.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
Research
Brief
While finding monetary help is considered as a great challenge to most
non-profits, the greater challenge is to show a solid cause so the urban
audience would care enough to give. Raphael House, a homeless shelter
for predominantly mothers and children, faces the same challenge. Due to
the many non-profits out there, Raphael House is determined to convey its
cause from a unique and personal standpoint.
Choose a non-profit organization in the nation and create a campaign that
serves as an awareness and/or fundraising tool. Students are to be mindful
of the current challenges of non-profits and target demographics.
Women
30+ Years Old
San Francisco Bay Area
Restoration
Structure
Non-Profit
Raphael House
Concept
For the fundraising event, the audience (mainly women) will receive a
packet of the organization’s brochure, invitation card, and a music CD as
souvenir. Instead of displaying literal images of the place and people, the
packet utilizes metaphorical images of a structured home: alarm clock,
porch lamp, doormat, and several others. This sets an unintimidating
atmosphere of residence and comfort for donors, implying a privileged
sense of giving and invitation to participate in a noble cause.
Audience Attributes
PA G E 1 2 0 – 1 2 1P R O J E C T R A P H A E L H O U S E
Relating To The Familiar
We all know that home is the safest, most comfortable place to be.
Audience opens a brochure of a warm, welcoming home.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
PA G E 1 2 4 – 1 2 5P R O J E C T R A P H A E L H O U S E
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
PA G E 1 2 6 – 1 2 7P R O J E C T R A P H A E L H O U S E
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
PA G E 1 2 8 – 1 2 9P R O J E C T R A P H A E L H O U S E
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
Because Home Is Essential
With a bright and warm invitation packet, audience is invited to partake in
the experience of bringing others back to home.
PA G E 1 3 0 – 1 3 1P R O J E C T R A P H A E L H O U S E
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T
PA G E 1 3 2 – 1 3 3P R O J E C T R A P H A E L H O U S E
We think we are concerned
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
We only want thebenefits*
PA G E 1 3 4 – 1 3 5P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
*Mainstream amateur guitarists today would not care if they
are helping the nature by going sustainable with their guitars.
Young musicians ranging from 15-23 years old especially
emphasize on being recognized as “hip” and strumming killer
melodies. Most desire for something that will benefit them
before thinking of benefiting others.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
Research
Brief
After reading the brief, I immediately thought of the electric guitar. Music
has been perceived for centuries as a medium of revolution due to its
influence which breaks boundaries and expresses emotions that are often
concealed. The electric guitar is the main tool in this movement, yet
ironically, its manufacturing leaves a huge environmental impact.
Select a product that you use daily and rethink on how its lifecycle can
be altered from cradle-to-grave to cradle-to-cradle. In addition, think of
how the end users may perceive the item and its function differently. The
deliverables include a book showing the product history and manufacturing
process, complete with the product redesign and a branding strategy to
market the new product.
15-23 Years Old
Amateur Guitarists
Music Industry
Culture
Sustainability
Paradigm Shift
Guitars, They Are A-Changin’
Concept
Because the sound of ‘sustainability’ is nevertheless inconvenient and
rather intimidating for some, I believe that approaching sustainability
through the culture of music is much more powerful. But, instead of
focusing on the perfection of the guitar redesign, I relate to my audience
by educating them on why the redesign will work for their lifestyle. Revolt,
the line of sustainable guitars, has bodies made of recycled tin. Revolt
is inspired by tin-can guitars that Africans used to play Rhythm & Blues
with. After conducting and seeing the result from my user-generated
research, I am confident that the concept of Revolt guitars will appeal to
the demographics of 15-23 years old guitarists, as they will gain access in
partaking to be “bringers of revolution” in the music industry today.
Audience Attributes
PA G E 1 3 6 – 1 3 7P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N ' PA G E 1 3 8 – 1 3 9
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
Looking Back
The book starts off with an introduction of how music plays a vital role in
shaping the culture of the society throughout the last century.
PA G E 1 4 0 – 1 4 1P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
PA G E 1 4 2 – 1 4 3P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
Great Impact
The first two chapters talk about the timeline of music and the various
socio-political issues that it tackles, from racism to war. Readers are also
made aware that the guitar have made it all possible in this movement.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
PA G E 1 4 4 – 1 4 5P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
PA G E 1 4 6 – 1 4 7P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
Welcome To The Dark Side
The book moves on to a darker note and shows how Rock-&-Roll is not as
heroic as it looks. Infographics of guitar parts and manufacturing are also
shown in this chapter.
PA G E 1 4 8 – 1 4 9P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
PA G E 1 5 0 – 1 5 1P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
Ask Our Very Audience
I wanted to know how amateur guitarists today think in general, and what
they really desire in their guitars. I conducted user-generated research
on various guitar forums and proposed ten simple questions. Within two
days, I received a very dynamic mix of response. Interestingly, younger
audience under the age of 30 generally showed more interest in the idea
of sustainable guitars.
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
PA G E 1 5 2 – 1 5 3P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
Redefining Revolution
Since guitar is highly tradition-driven, the redesign looks back to the very
first ‘electric’ guitar ever existed: tin-can guitars. Keeping in mind that tone
is a great deal for most guitarists, recycled tins are carefully selected to be
processed into Revolt Guitars. Tin-bodied guitars produce a unique metallic
sound between banjo and steel-bodied guitar. They have a very accurate
intonation and high level of playability.
PA G E 1 5 4 – 1 5 5P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y P R I N T, I D E N T I T Y, P R O D U C T D E S I G N
All-Around Benefits
Made of 100% recycled materials, Revolt guitars is the true revolution
in music industry. With the guitars’ cradle-to-cradle life cycle, Revolt
guitarists can now be as influential as Jimi Hendrix and John Lennon! By
targeting the brand towards the younger generation, there will be a birth
of revolutionary guitarists ready to make a change in the music industry.
The guitars are projected to be sold at $699 each.
PA G E 1 5 6 – 1 5 7P R O J E C T G U I TA R S , T H E Y A R E A - C H A N G I N '
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I L L U S T R AT I O N
Concept
Based on my fascination of Bible claims and stories, I developed several
illustrations which represent the interpretations of my comprehension.
I built on several different concepts as they range in content, tone, and
style. Nonetheless, the showcased ones are amongst my favorite.
Personal Work
PA G E 1 6 0 – 1 6 1P R O J E C T P E R S O N A L W O R K
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I L L U S T R AT I O N
PA G E 1 6 2 – 1 6 3P R O J E C T P E R S O N A L W O R K
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y M A R K S
PA G E 1 6 6 – 1 6 7P R O J E C T VA R I O U S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y M A R K S
PA G E 1 6 8 – 1 6 9P R O J E C T VA R I O U S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y M A R K S
PA G E 1 7 0 – 1 7 1P R O J E C T VA R I O U S
S E L E C T E D W O R K S O F K A R E N L I O N G C AT E G O R Y I D E N T I T Y M A R K S
PA G E 1 7 2 – 1 7 3P R O J E C T VA R I O U S
I dedicate this book first and foremost to my God, Lord and Friend: Jesus.
Because You live and You’re with me, I dare to dream big!
Mom, a wonder woman whom I draw love, comfort, and strength from.
You are an inspiration and will always be. Dad, for believing in me in all
possible ways. Christy, for your bright spirit that cheers me up in the
gloomiest nights, you are the best sister one could ever ask for. Stanley,
for your loving care and support through the good and bad.
Jojo, you teach me to stay focused and objective when the emotions
take over. You are someone I look up to and love dearly. Alfred, who is so
far away in Indo, I owe you so much during these past four years, from the
countless art store trips to the late night suppers. Chika, for your sweet
company and tons of help especially in Color and Design. Miss you.
To my Pinolean family: for all your prayers and support. Thank you for
just simply being there. Seeing each of you every Sunday gives me great
encouragement to go through Monday again.
To those who teach me great things: Mary Scott, Tom McNulty, Roland
Young, Todd Hedgpeth, Tom Sieu, Max Spector, Jeff Ho and Michael
Osborne. I would also like to thank Christopher Simmons and Philip
VanDusen for your invaluable inputs during AIGA Portfolio Day 2010. Thank
you for the folks in Language in Common: Axel Albin and Josh Kramer for
the wonderful Summer internship. Thank you for Bryan and Rika for the
great friendship we have built ever since internship. A special thank you
goes to Jennifer, a great friend and designer with a truckload of talent.
I'm glad I get to know you in this journey. Thank you to all my fellow
portfolians, especially Amy Stine and Team Babes. Each of you not only
has shaped the way I think and design, but to find my own voice as well.
I could never thank you enough.
I am eternally grateful
Book Size8.5 x 11”
Cover StockPajco Coated Paper
Inside StockFinch 100 lb. Text
PrinterGiant Horse Printing
BinderThe Key Oakland
PhotographySelf
Lighting AssistantChristy Liong
Willie Soedewa
CopywritingSelf
Christy Liong
Camera/LensCanon EOS 40D
50mm lens