observed
DESCRIPTION
graphic design, portfolioTRANSCRIPT
/ / 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
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
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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
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 _ _ > >
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 1 1T O U C H B Y T O R Y B U R C H _ / /
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P A G E / / _
0 1 2C 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
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 _ _ > >
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 1 3T O U C H B Y T O R Y B U R C H _ / /
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P A G E / / _
0 1 4C 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
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 _ _ > >
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 1 7T O U C H B Y T O R Y B U R C H _ / /
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P A G E / / _
0 1 8C 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
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 _ _ > >
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 1 9T O U C H B Y T O R Y B U R C H _ / /
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 2 0C 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
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
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 _ _ > >
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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 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
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 _ _ > >
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 7B A R I L L A P A S T A R E D E S I G N _ / /
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P A G E / / _
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 _ _ > >
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 9B A R I L L A P A S T A R E D E S I G N _ / /
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
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
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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
0 3 3
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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
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 _ _ > >
l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l ll
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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 3 5F L I G H T _ / /
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P A G E / / _
0 3 6C 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 _ _ > >
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 3 7F L I G H T _ / /
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P A G E / / _
0 3 8C 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 _ _ > >
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P A G E / / _
0 4 0
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 _ _ > >
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 4 1F L I G H T _ / /
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P A G E / / _
0 4 2C 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 _ _ > >
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 4 3F L I G H T _ / /
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P A G E / / _
0 4 4C 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 _ _ > >
00
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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 4 5F L I G H T _ / /
P A G E / / _
0 4 6
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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
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 _ _ > >
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 4 8K R O N E N B O U R G B E E R _ / /
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P A G E / / _
0 4 9C 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
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 _ _ > >
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 5 0K R O N E N B O U R G B E E R _ / /
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P A G E / / _
0 5 1C 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
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 _ _ > >
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 5 2K R O N E N B O U R G B E E R _ / /
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P A G E / / _
0 5 3C 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
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 _ _ > >
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 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 _ / /
l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l ll
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P A G E / / _
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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
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 _ _ > >
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 5 8T 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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P A G E / / _
0 5 9C 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
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 _ _ > >
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 6 0T 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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P A G E / / _
0 6 1C 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
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 _ _ > >
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 6 2T H E C O F F E E B E A N & T E A B R O C H U R E _ / /
P A G E / / _
0 6 3C 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
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 _ _ > >
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 6 4T H E C O F F E E B E A N & T E A B R O C H U R E _ / /
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
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 _ _ > >
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 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
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 8T Y P E R E M I X B O O K _ / /
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P A G E / / _
0 6 9C 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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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 7 0T Y P E R E M I X B O O K _ / /
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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 7 1T Y P E R E M I X B O O K _ / /
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P A G E / / _
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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 _ _ > >
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 7 3T Y P E R E M I X B O O K _ / /
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P A G E / / _
0 7 4C 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
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 _ _ > >
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 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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P A G E / / _
0 7 8
COMBINEHIGHSTRENGTHLOWWEIGHT
PROJECT INFOTITLE
NATURAL PHENOMENON / TORNADO
COURSE
GRAPHIC DESIGN 1
INSTRUCTOR
MATTHEW WAKEMAN
CATEGORY
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
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 _ _ > >
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 7 9N 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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P A G E / / _
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
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 _ _ > >
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 8 1N 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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2
P A G E / / _
0 8 2C 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
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 _ _ > >
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 8 3N 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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P A G E / / _
0 8 4C 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
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 _ _ > >
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 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
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 8 6C O U R S E _ / / P R I N T 2 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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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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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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P A G E / / _
0 9 4C O U R S E _ / / P R I N T 2 I N S T R U C T O R _ / / K E L L Y C O N L E Y
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 _ _ > >
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 9 5D A R T _ / /
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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 _ _ > >
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 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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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 _ _ > >
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 9 9D A R T _ / /
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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 _ _ > >
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
1 0 3D A R T _ / /
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1 0 4C 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 _ _ > >
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
1 0 7D A R T _ / /
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1 0 8C 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 _ _ > >
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
1 0 9D A R T _ / /
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P A G E / / _
1 1 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 _ _ > >
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
1 1 1D A R T _ / /
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P A G E / / _
1 1 2C 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 _ _ > >
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
1 1 3D A R T _ / /
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P A G E / / _
1 1 4C 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 _ _ > >
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
1 1 7D A R T _ / /
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P A G E / / _
1 1 8C 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 _ _ > >
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
1 2 1D A R T _ / /
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P A G E / / _
1 2 2C 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 _ _ > >
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
1 2 3D A R T _ / /
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P A G E / / _
1 2 4C 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 _ _ > >
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
1 2 7L O G O D E S I G N _ / /
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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
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 _ _ > >
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
1 2 9L O G O D E S I G N _ / /
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P A G E / / _
1 3 0C O U R S E _ / / I D E N T I T Y D E S I G N
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 _ _ > >
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
1 3 1L O G O D E S I G N _ / /
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P A G E / / _
1 3 2C O U R S E _ / / I D E N T I T Y D E S I G N
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 _ _ > >
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
1 3 3L O G O D E S I G N _ / /
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P A G E / / _
1 3 4C O U R S E _ / / I D E N T I T Y D E S I G N
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 _ _ > >
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
1 3 5L O G O D E S I G N _ / /
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P A G E / / _
1 3 6C O U R S E _ / / I D E N T I T Y D E S I G N
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 _ _ > >
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
1 3 7L O G O D E S I G N _ / /
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P A G E / / _
1 3 8C O U R S E _ / / I D E N T I T Y D E S I G N
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 _ _ > >
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
1 3 7L O G O D E S I G N _ / /
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P A G E / / _
1 3 8C O U R S E _ / / I D E N T I T Y D E S I G N
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
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