observed

OBSERVED

S E L E C T E D W O R K S O F S U N G I N C H O I

OBSERVED

/ / C O P Y R I G H T © 2 0 1 0 S U N G I N C H O I

: A L L R I G H T S R E S E R V E D . N O PA R T O F T H I S B O O K M AY B E

U S E D O R R E P R O D U C E D I N A N Y M A N N E R W I T H O U T T H E W R I T T E N

P E R M I S S I O N O F S U N G I N C H O I .

/ / C O N TA C T

: P H O N E _ 4 1 5 8 1 0 6 5 3 9

: E M A I L _ S W E E T Y E N I 8 5 @ G M A I L . C O M

: W E B S I T E _ S U N G I N C H O I . C O M

/ / B FA G R A P H I C D E S I G N . A C A D E M Y O F A RT U N I V E R S I T Y

: 7 9 N E W M O N T G O M E RY S T R E E T, S A N F R A N C I S C O , C A 9 4 1 0 5

/ / D I R E C T O R

: M A RY S C O T T

/ / C O U R S E

: S E N I O R P O R T F O L I O _ FA L L 2 0 1 0

/ / PA P E R

: 2 3 0 G S M B R I L L I A N T S U P R E M E M AT T E

/ / P R I N T E R

: C H U M ’ S D E S I G N & P R I N T

: 5 8 2 M A R K E T S T R E E T, S U I T E 6 0 0 , S A N F R A N C I S C O , C A 9 4 1 0 4

/ / B I N D A RY

: T H E K E Y P R I N T I N G & B I N D I N G

: 5 8 5 1 O C E A N V I E W D R I V E , O A K L A N D , C A 9 4 1 6 8

/ / T Y P E FA C E

: H E LV E T I C A N E U E

/ / S O F T WA R E

: A D O B E P H O T O S H O P, I N D E S I G N , I L L U S T R AT O R

/ / C A M E R A

: F U J I F I L M F I N E F I X S 7 0 0

/ / P H O T O G R A P H E R

: S U N G I N C H O I

O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

0 0 5

FOREWORD

To e l i c i t : to p rovoke a reac t ion o r to d raw ou t someth ing h idden . Th i s de f in i ton

i nsp i red a way to des ign , wh i l e keep ing in m ind soc ia l and po l i t i ca l s i tua t ions

o f ou r t ime . Th rough my obse rva t ions , des ign de f ined i t se l f as i nnova t i ve , and

g row ing pa ra l l e l to cu l tu re and po l i t i cs . Mos t impor tan t l y, des ign has an i n ten t ion

aes the t i ca l l y & conceptua l l y. Des ign a lways ca r r i es a message , and th rough e l i c i t

behav io r, we can change i t i n to a pos i t i ve one .

P A G E / / _

0 0 6

C O N T E N T S _ / / O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

0 0 7

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 C O N T E N T S _ _ > >

01 / / TORY BURCH SKINCARE

: 012 _ 025

02 / / BARILLA PASTA

: 026 _ 035

03 / / FL IGHT

: 036 _ 049

: 050 _ 059

05 / / THE COFFEE BEAN & TEA LEAF

: 060 _ 069

: 070 _ 081

07 / / TORNADO BOOK

: 082 _ 089

: 090 _ 099

09 / / DART

: 100 _ 131

10 / / LOGOS

: 132 _ 138

SEE ITSAY IT

06 / / TYPE REMIX

04 / / KRONENBOURG BEER

08 / / BED BATH AND BEYOND

P A G E / / _

0 0 8

T O U C H B Y T O R Y B U R C H _ / / O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

0 0 9

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70s FASHION IDEAS THATINSPIRE

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PROJECT INFOTITLE

TOUCH BY TORY BURCH

COURSE

PACKAGE DESIGN 3

INSTRUCTOR

THOMAS MCNULTY

CATEGORY

PACKAGING

I recent ly came across this hot new l ine by one of my favor i te fashion labels for Tory

Burch Cosmetics. The color palette is perfect for brand and the geometr ic pattern

packaging is fun too. I have to admit 70s sty le and 70s fashion ideas can actual ly look

more modern than ever before. The packaging is a great f i t for her brand and also has

a mix of modern and vintage elements. Packaging combining minimal ism with pattern

to beaut i fu l effect for a Feminin Tory Burch l ine of skincare products.

P R O J E C T 01

C O U R S E _ / / P A C K A G E D E S I G N 3 I N S T R U C T O R _ / / T H O M A S M C N U L T Y P A G E / / _

0 1 0

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L o g o m o r e r a i s e t h a n c i r c l e o f e d g e

P l a c e o f b o t t l e _ E n g r a v i n g

Tr i m a r o u n d e d g e

L o t a t e d i s p l a y s t a n d

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P A G E / / _


0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >

B A R I L L A P A S T A R E D E S I G N _ / / O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

0 2 3

P R O J E C T 02

PROJECT INFOTITLE

BARILLA PASTA REDESIGN

COURSE

PACKAGE DESIGN 2

INSTRUCTOR

PAUL KAGIWADA

CATEGORY

PACKAGING

To creat redesign for bar i l la pasta. I t was chosen to be repackaged for an upscale

gourmet store. The upscale design pushed for interest ing unique structure and simple

modern design. The packaging needed to appopriately ref lect what was being sold.

The concept had to complete background history of the company, target qudience,

and competi tors had to be researched along with many store audits.

ESSENCE OF CLASSICITALIAN NOODLE

C O U R S E _ / / P A C K A G E D E S I G N 2 I N S T R U C T O R _ / / P A U L K A G I W A D A P A G E / / _

0 2 4

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0 2 5B A R I L L A P A S T A R E D E S I G N _ / /

P A G E / / _

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C O U R S E _ / / P A C K A G E D E S I G N 2 I N S T R U C T O R _ / / P A U L K A G I W A D A

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0 2 8C O U R S E _ / / P A C K A G E D E S I G N 2 I N S T R U C T O R _ / / P A U L K A G I W A D A

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >



P A G E / / _

0 3 0C O U R S E _ / / P A C K A G E D E S I G N 2 I N S T R U C T O R _ / / P A U L K A G I W A D A

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >

P R O J E C T 03

PROJECT INFOTITLE

FLIGHT

COURSE

TYPOGRAPHY 3

INSTRUCTOR

JEREMY STOUT

CATEGORY

PRINT

To create a promotional k i t for specif ic typography. Al l e lements were to meant to ex-

plore the chosen typeface through a concept dr iven design. The book showcased the

typefaces sty les and bird migrat ion, whi le explaining the concept. The concept had

to be appl ied to story of bird journey with typography.

JOURNEYINTO BLUESPACEFLIGHT

00

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F L I G H T _ / / O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

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C O U R S E _ / / T Y P O G R A P H Y 3 I N S T R U C T O R _ / / J E R E M Y S T O U T P A G E / / _

0 3 4

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P A G E / / _

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C O U R S E _ / / T Y P O G R A P H Y 3 I N S T R U C T O R _ / / J E R E M Y S T O U T

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >

K R O N E N B O U R G B E E R _ / / O B S E R V E D _ / / _ S E L L E C T E D W O R K S O F S U N G I N C H O I_ / / P A G E

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C O U R S E _ / / P A C K A G E D E S I G N 3 I N S T R U C T O R _ / / T H O M A S M C N U L T Y P A G E / / _

0 4 7

THETASTE OFFRESH FRENCH

PROJECT INFOTITLE

KRONENBOURG BEER REDESIGN

COURSE

PACKAGE DESIGN 3

INSTRUCTOR

THOMAS MCNULTY

CATEGORY

PACKAGING

The br ief for the project asked to re-design a piece of packaging from a wel l-known

classic brand. I chose Kronenbourg, one of the biggest beer brands in f rance, and

part iculary their most popular product, I d iscovered that the product had a strong,

fa i thful audience in tradit ional dayt ime bars. The image of the product and packaging

was then redesigned so i t f i t ted this audience, by creat ing a new styl ish white bott le,

with sharper angles, narrower body and coloured in red and blue.

P R O J E C T 04

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0 4 8K R O N E N B O U R G B E E R _ / /

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0 5 6T H E C O F F E E B E A N & T E A B R O C H U R E _ / /


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0 5 7

PROJECT INFOTITLE

THE COFFEE BEAN & TEA LEAF BROCHURE

COURSE

PRINT 3

INSTRUCTOR

KELLY CONLEY

CATEGORY

PACKAGING

This project is brochure redesign for The coffee bean & tea leaf company. Color and

al l of images were used to give the brochure a re laxed feel . Using a sty l ized col lage

Images I created a pattern and packaging for their coffee bean’s.

P R O J E C T 05

EXPERIENCE TRULYFRESH COFFEE & TEA

C O U R S E _ / / P R I N T 3 I N S T R U C T O R _ / / K E L L Y C O N L E Y

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P A G E / / _

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C O U R S E _ / / P R I N T 3 I N S T R U C T O R _ / / K E L L Y C O N L E Y

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0 6 6

APPEALOF LOUDMUSIC SPACE

P R O J E C T 06

PROJECT INFOTITLE

TYPE REMIX BOOK

COURSE

TYPOGRAPHY 2

INSTRUCTOR

SAMI SAAUD

CATEGORY

PRINT

The project’s object ive is to combine two elements a textbook of typography and

electronical music. I showed typographic elements as a part of music Language,

harmony are more complex and powerful melody.

T Y P E R E M I X B O O K _ / /

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0 6 7C O U R S E _ / / T Y P O G R A P H Y 2 I N S T R U C T O R _ / / S A M I S A A U D

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0 7 7N A T U R A L P H E N O M E N O N / T O R N A D O _ / /


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COMBINEHIGHSTRENGTHLOWWEIGHT

PROJECT INFOTITLE

NATURAL PHENOMENON / TORNADO

COURSE

GRAPHIC DESIGN 1

INSTRUCTOR

MATTHEW WAKEMAN

CATEGORY

PRINT

Tornado is one of the natural phenomena. A tornado is a v iolent ly rotat ing column

of a i r extending from the base of a thunderstorm down to the ground. The project’s

object ive is to understand tornado how works and visual ize i t art ist ical ly. I wanted to

show create tornado effects with v isual e lements.

P R O J E C T 07

C O U R S E _ / / G R A P H I C D E S I G N 1 I N S T R U C T O R _ / / M A T T H E W W A K E M A N

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0 8 0C O U R S E _ / / G R A P H I C D E S I G N 1 I N S T R U C T O R _ / / M A T T H E W W A K E M A N

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0 8 5

VERY SIMPLE EASY BUT EFFECTIVE

P R O J E C T 08

PROJECT INFOTITLE

BED BATH AND BEYOND ANNUAL REPORT

COURSE

PRINT DESIGN 2

INSTRUCTOR

KELLY CONLEY

CATEGORY

PRINT

The project was to create spreads of an annual report for bed bath and beyond com-

pany. Inspirat ion comes from many di fferent places. I began searching for inspirat ion

in the architecture sty le of drawing. Affordable and sty l ish treatments can also be

found at Bed Bath and Beyond.

B E D B A T H A N D B E Y O N D A N N U A L R E P O R T _ / /

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0 9 5D A R T _ / /


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ll

ll

ll

ll

ll

ll l

l ll l

l ll l

l ll l


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0 9 6

PROJECT INFOTITLE

DART

COURSE

PACKAGE DESIGN 4

INSTRUCTOR

MICHAEL OSBOURNE

CATEGORY

PACKAGING

This project was make Target store compete with Wi l l iams-Sonoma and Create &

barrel . Dart store is a upscale of Target, considered by store management to be

representat ive of the special ty store’s upscale target audience. The design strategy

was to create a branded house and a house of brands to suit di fferent l i festy les and

personal i ty of products.

P R O J E C T 09

HIGH-ENDMEETAFFORDABLE ATTARGET

C O U R S E _ / / P A C K A G E D E S I G N 4 I N S T R U C T O R _ / / M I C H A E L O S B O U R N E

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >


0 9 7

DART

APPLIANCES

FORK + KNIFE

FOOD

COTTAGE

HOME DECOR

DUCKIE

BABY FOOD

BABY CLOTHING

BABY TOILETRIES

CONFITURE

CHOCOLATE & SWEETS

D A R T _ / /

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0 9 8

CHOCOLATE & SWEETS

C O U R S E _ / / P A C K A G E D E S I G N 4 I N S T R U C T O R _ / / M I C H A E L O S B O U R N E

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >


0 9 9D A R T _ / /

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0

P A G E / / _

1 0 0C O U R S E _ / / P A C K A G E D E S I G N 4 I N S T R U C T O R _ / / M I C H A E L O S B O U R N E

0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >


1 0 3D A R T _ / /

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4

P A G E / / _


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1 0 7D A R T _ / /

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P A G E / / _


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0

P A G E / / _


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1 1 1D A R T _ / /

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P A G E / / _

1 2 8C O U R S E _ / / I D E N T I T Y D E S I G N

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P A G E / / _


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2

P A G E / / _


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P A G E / / _


0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 P R O J E C T S _ _ > >

/ / THANK YOU

: TH IS BOOK IS FOR MY PARENTS: SOO YOUNG CHOI

& M I YOEN PARK WHO HAVE ALWAYS SUPPORTED ME

A N D G I V E N M E E N C O U R A N G E M E N T W H E N I N E E D I T.

W I T H O U T T H E I R PAT I E N C E , U N D E R S TA N D I N G , A N D

MOST OF ALL LOVE, THE COMPLETION OF THIS WORK

W O U L D N O T H AV E B E E N P O S S I B L E . I J U S T WA N T T O

SAY THANK YOU & LOVE YOU.

/ / FAMILY

: S O O Y O U N G C H O I

: M I T E O N PA R K

: S U N G Y E O N C H O I

: W O O J I N C H O I

/ / INSTRUCTORS

: M A RY S C O T T

: T H O M A S M C N U LT Y

: M I C H A E L O S B O U R N E

: K E L LY C O N L E Y

: J E R E M Y S C O U T

: M AT T H E W WA K E M A N

: J E N N I F E R S T E R L I N G

: PA U L K A G I WA D A

: S A M I S A A U D

/ / CLASSMATES & FRIENDS

: A S H L E Y Y O U

: H Y U N J U N G K I M

: C O U R T N E Y B O Y L E

: B RYA N C H E N

: N I E N - Y U N C H E N G

: A K K O T E R A S AWA

: C L A R A D A S I LVA

: S A L I G O L Z A R I

: T R A N H U Y N H

: A A I N A S H A R M A

: A N G E L A W I J AYA

: C L A I R E M I L L I G A N

: D A R R E N N G

: R I K A S . M A X W E L L

: J E O R G E J O R D A N

: A K I R A K I M ATA

: D A E H O H WA N G

: J A M I E L E E

: L I N D A S O E LY S T I O

: P E T E R B A I

: V I C K Y B A N

observed

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