the universal language

The Universal Language: Throughout history, music has been a form of communication for, and between, everyone, transcending culture and language. Now, design is reflecting the same purpose—we find ways to communicate with each other despite language barriers. Modern tools allow design to realize what before could only exist in the imagination. Music is a complex form of art and communication which exist equally within the realm of design. Both are on an equivalent axis where meaning and intelligence share the same plane. Through design, one can channel purpose, significance and sensation—we are able to communicate tone and meaning just as music communicate emotion and feeling.

THE UNIVERSAL LANGUAGE

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GINA rodriguez po r t fo l i o the un ive rsa l l anguage

01

The Universal Language: Throughout history, music has been a form of communication for, and between, everyone, transcending culture and language. Now, design is reflecting the same purpose—we find ways to communicate with each other despite language barriers. Modern tools allow design to realize what before could only exist in the imagination. Music is a complex form of art and communication which exist equally within the realm of design. Both are on an equivalent axis where meaning and intelligence share the same plane. Through design, one can channel purpose, significance and sensation—we are able to communicate tone and meaning just as music communicate emotion and feeling.

THE UNIVERSAL LANGUAGE


03

“MY FEAR IS MY ONLY COURAGE”— Bob Marley


05

CONTENT01

02 03 04

05

06

07

08

07-15

19-27

31-85

89-101

103-129

133-145

147-159

161-179

PAHLMEYER

VITASKIN

AERO

THE GOLDEN ERA

EDIBLE WASTE R2

BIGOREXIA

GREEN CAB

IDENTITY MARKS

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THE UNIVERSALLANGUAGE

01


07

PAHLYMEYER

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THIS WINE LABEL WAS IN DIRE NEED OF A FACE LIFT. IT WAS ESSENTIAL

TO BREAK THROUGH ALL THE MUDDLED MESS, AND FAST. “A BEV WITH

MO.” IN THIS CLASS, WE WERE INSTRUCTED TO CHOSE AN EXISTING WINE

COMPANY TO RE-BRAND. PAHLMEYER IS AN INTIMATE WINERY LOCATED IN

NAPA VALLEY, CALIFORNIA. I FAVORED THIS COMPANY BY REASON OF SEEING

THIS AS A GREAT OPPORTUNITY TO RE-CREATE AN ENTERPRISE IN WHICH

PERSONALITY WAS CLEARLY LACKING. I HAD TO CREATE A CONCEPTUAL

DESIGN FOR TWO PRICE POINTS, ONE BEING A CABERNET AND CHARDONNAY

LABEL AT A PRICE POINT OF $16, AND THE OTHER A PREMIUM CABERNET,

INCLUDING A GIFT BOX, FOR A PRICE POINT OF $120.

I N S T R U C T O R T O M M C N U LT Y

C L A S S

T I M E L I N E 7 W E E K S

PA C K A G E D E S I G N 3

KICK-ASS PACKAGING AND BRANDING

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“AMBITION IS A DREAM WITH A V8 ENGINE”

— Elvis Presley

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VITASKIN

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THIS SKIN CARE PACKAGING ASSIGNMENT NEEDED TO SHOW A CLEAR

BREAKTHROUGH OF INSECURITIES INTO BEAUTIFICATION. THE PURPOSE

OF THIS PROJECT WAS TO CREATE A COMPELLING DESIGN AND IN-STORE

DISPLAY FOR RETAIL MARKETS. WE CHOSE A COMPANY THAT CURRENTLY

EXISTS BUT DOES NOT OFFER A SKIN CARE LINE. I ULTIMATELY DECIDED

UPON CREATING A LINE FOR VITAMIN WATER. MAKES SENSE, YES? WHY HAVE

AN ABUNDANCE OF ELIXIRS FOR INTERNAL BENEFIT, WHY NOT BEAUTIFY

FROM THE INSIDE OUT AS WELL? THROUGHOUT THE DEVELOPMENT OF

THIS PROJECT, I GAINED EXPERIENCED OF FOLLOWING: LEARNED AND SET-

UP FILES THAT ARE PRODUCTION RELATED, GAINED EXPERIENCE WORKING

WITH MODEL MAKERS AND FABRICATORS, AND APPLIED MULTI-TASK TIME

MANAGEMENT WHEN, AND WHERE, NEEDED.


C L A S S



MIRROR MIRROR ON THE WALL

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“IT ISN’T WHERE YOU CAME FROM, IT’S WHERE YOU’RE

GOING THAT COUNTS”— ELLA FITZGERALD

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AEROIF TARGET WERE TO LAUNCH A SISTER STORE THAT IS WITHIN THE SAME

MARKET REALM AS CRATE AND BARREL OR WILLIAM SONOMA, WHAT

WOULD IT LOOK LIKE? THIS IS WHERE AERO COMES IN. IT WAS EXTREMELY

IMPORTANT TO KEEP TARGET’S SIMPLE, YET BRILLIANT, IDEAS. THE CONCEPT

CREATED FOR THIS STORE WAS TO PROVIDE A HEALTHIER, MORE POSITIVE,

AND BALANCED LIFESTYLE, WHILE CATERING TO MORE OF AN “URBAN”

AUDIENCE. WITHIN AERO, THERE IS AN EXCLUSIVE LINE WHICH CONTAINS

FOOD, PERFORMANCE, AND PET PRODUCTS. THE BRANDS WE CREATED FOR

AERO ARE: NAKED, PREP, SPACE AND ROOTS. THIS PROJECT WAS PRESENTED

AT THE DIELINE CONFERENCE IN CHICAGO.

PROVIDING FOR THE RICH

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

C L A S S

T I M E L I N E 1 4 W E E K S



PRIVATE LABEL | “THE CLEAR CHOICE”

FOODPASTA SAUCE

JAMS

TRAIL MIX

TREK MIX

BANANA CHIPS

APRICOT SLICES

CEREALS

PERFORMANCELAUNDRY DETERGENT

FABRIC SOFTENER

LOOFAH SPONGE

SCOUR PAD

ALL PURPOSE CLEANER

HAND SOAP REFILL

DISH SOAP

GLASS CLEANER

HAND SANITIZER

PETSDOG FOOD

DOG TREATS

DOG CHEW TOY

LEASH HANDLE

CAT FOODCATNIPCAT TOYKITTY GRASSCAT/DOG BOWL

AERO STAMPING SYSTEMAERO’S “E” STAMPING SYSTEM WAS DEVELOPED FROM AERO’S LOGO. IT

SYMBOLIZES HOW AERO IS AN ECO-FRIENDLY STORE, AND HOW THE STORE

IS PROVIDING THE MOST IN ECO-CONCIOUS AND HEALTHIER PRODUCTS

TO THEIR GUESTS. THE “E” STAMP IS USED TO EDUCATE CONSUMERS ON

PRODUCTS THAT CAN EITHER BE BIODEGRADABLE, RECYCLED, CONTAIN

ORGANIC INGREDIENTS OR BE MADE FROM SECOND LIFE MATERIALS

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HOUSE OF BRANDS

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KITCHEN LINE ENDORSED BY AERO

“CONTEMPORARY CLASSIC”

CLEAN, CLASSICAL, FUNCTIONAL

SKIN CARE LINE

“CLEAN ELEGANCE”

PURE, NATURAL, MINIMAL

GARDENING LINE

“MODERN CRUNCH”

ORGANIC, RUSTIC, MODERN

HOLISTIC HEALTH LINE

“EARTHY ALTERNATIVE”

ENERGY, HOLISTIC, INFORMATIVE

HOME LINE

“URBAN RUSTIC”

CALM, AURA, BALANCE


AEROL I N E

C O N T E N T S

S O L U T I O N

F O O D

P E T S

P E R F O R M A N C E

P R I VAT E L A B E L

A E R O P R O M O T E S A N A C T I V E A N D W E L L - B A L A N C E D

L I F E S T Y L E B Y P R O V I D I N G A L L N AT U R A L A LT E R N AT I V E S

F O R T H E I R C O N S U M E R S . A E R O R E C O G N I Z E S T H AT B E I N G

E C O - C O N S C I O U S I S N ’ T J U S T A T R E N D — I T ’ S T H E F U T U R E .

3.1

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PREPL I N E :

C O N T E N T S :

S O L U T I O N

K I T C H E N P R O D U C T S

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

P R E P I S I N S P I R E D B Y T H E D U R A B I L I T Y A N D B E A U T Y O F

N AT U R A L M AT E R I A L S , W H I C H I S W H Y P R E P P R O V I D E S

B A M B O O A N D C A S T- I R O N C L AY P R O D U C T S . P R E P

K N O W S T H E I M P O RTA N C E O F R E L I A B L E A N D S L E E K

I N S T R U M E N T S F O R Y O U R K I T C H E N .

3.2

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L I N E :

C O N T E N T S :

S O L U T I O N

NAKED

E Y E C R E A M

FA C I A L T O N E R

C L E A N S I N G E M U L S I O N

B O D Y T R E AT M E N T

FA C E & N E C K S E R U M

E X F O L I AT I N G S C R U B

P R O T E C T I V E D AY C R E A M

S K I N C A R E

N A K E D B E L I E V E S I N N AT U R A L B E A U T Y. A C O M P O S I T I O N

O F A L L O R G A N I C P R O D U C T S T H AT G E N T LY R E V I V E Y O U R

S K I N T O I T S N AT U R A L G L O W.

3.3


L I N E :

C O N T E N T S :

S O L U T I O N

ROOTS

S E E D S

T O O L S

F E RT I L I Z E R

G L O V E S

P L A N T I N G K I T

P O T P L A N T E R

G A R D E N I N G

R O O T S C O N TA I N S S U S TA I N A B L E A N D I N N O VAT I V E

P R O D U C T S T O H E L P Y O U R U R B A N G A R D E N F L O U R I S H .

T H E C O M P O S T P R O G R A M , P R O V I D E D B Y A E R O , I S O U R

“ T H A N K Y O U ” F O R TA K I N G T H E E X T R A S T E P S T O S AV E

O U R E A RT H .

3.4

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L I N E :

C O N T E N T S :

S O L U T I O N

RESTORE

H E R B A L P I L L S

E S S E N T I A L O I L S

H O L I S T I C H E A LT H

R E S T O R E P R O M O T E S A H O L I S T I C A P P R O A C H T O Y O U R

E V E RY D AY PA I N R E M E D I E S W I T H O U T T H E S I D E E F F E C T S .

R E S T O R E P R O V I D E S R E M E D I E S T O E X H I L A R AT E Y O U R

N AT U R A L H A R M O N Y.

3.5

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L I N E :

C O N T E N T S :

S O L U T I O N

SPACE

VA S E

WA L L C L O C K

D E S K L A M P

P I C T U R E F R A M E

A L A R M C L O C K

WAT E R F O U N TA I N

H O M E

S PA C E B E L I E V E S B A L A N C E S TA RT S I N T H E H O M E A N D

E M U L AT E S T O T H E R E S T O F T H E W O R L D . W E C R A F T E D

P R O D U C T S M A D E F R O M S E C O N D L I F E M AT E R I A L S

I N S P I R E D B Y T H E T H E O R I E S O F F E N G S H U I .

3.6

79

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“SUCCESS IS FALLING NINE TIMES AND GETTING UP TEN”

— Jon Bon Jovi

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THE GOLDEN ERA

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THE PURPOSE OF THIS PROJECT WAS TO CREATE A SERIES OF POSTERS

CONTAINING FAMOUS ICONIC MUSICIANS. THIS PROJECT FOCUSES MORE ON

THE ARTIST IN THE PERSONAL ASPECT OF THEIR LIFE, RATHER THAN THEIR

ACHIEVED FAME. THE PROJECT WAS CENTRALIZED ON WHERE THE ARTIST

CAME FROM, WHO THEY WERE BEFORE THE FAME, AND, ULTIMATELY, WHAT

GAVE THEM THE FAME. THROUGH THESE POSTERS, ONE CAN SEE A DEEPER

STORY THAN WHAT IS ONLY VISIBLE ON THE SURFACE.

I N S T R U C T O R R O L A N D Y O U N G

C L A S S


P R I N T 3

SEX, DRUGS AND ROCK AND ROLL

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05


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EDIBLE WASTE

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THIS PROJECT WAS CREATED UNDER PROFESSOR TOM SIEU’S R3 LAB. THE

PURPOSE OF THIS PROJECT WAS TO PICK AN EXISTING PRODUCT THAT

HAS A NEGATIVE IMPACT OUR ENVIRONMENT, AND CHANGE IT INTO A

POSITIVE IMPACT. I DECIDED TO CHOOSE FOOD PACKAGING. ONE THIRD OF

THE WASTE PRODUCED IN THE UNITED STATES IS FROM FOOD PACKAGING

ALONE. I RESEARCHED AND FORMULATED A SOLUTION INVOLVING THE

USAGE OF A BIODEGRADABLE, SUGAR CANE BASED MATERIAL, TO CONTAIN

EVERY TYPE OF FOOD. THIS BOOK WAS INTENTIONALLY MADE TO BE 100%

BIODEGRADABLE BY USING ALL NATURAL MATERIALS AND SOY BASED INKS.

I N S T R U C T O R T O M S I E U

C L A S S


P R I N T 2

IT’S EASY BEING GREEN

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DESCRIPT ION A 1 0 0 % B I O D E G R A D A B L E M AT E R I A L T H AT C A N B E U S E D F O R A L M O S T E V E RY

T Y P E O F F O O D PA C K A G I N G . T H E M AT E R I A L , C A L L E D B A G G A S S E , D E R I V E D

F R O M S U G A R C A N E , C A N B E R E F R I G E R AT E D , H E AT E D , A N D F R O Z E N W H I L E

M A I N TA I N I N G A R O O M T E M P E R AT U R E W I T H O U T A F F E C T I N G T H E F O O D T H AT

I S B E I N G PA C K A G E D . T H I S M AT E R I A L C A N B E P R I N T E D O N A N D H O L D A

D E S I G N A S W E L L . B Y U S I N G T H I S P R O D U C T, W E C A N S AV E O U R P L A N E T A N D

B E O N E S T E P C L O S E R T O S AV I N G O U R F U T U R E .

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121

123

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DESCRIPT ION

E A C H O F T H E S E I T E M S P R O V I D E D B E L O W I S T O S H O W Y O U H O W T H I S M AT E R I A L

C A N S U S TA I N M U LT I P L E D E G R E E S O F T E M P E R AT U R E . T H E M I C R O WAVA B L E

T R AY C A N B E H E AT E D A S H I G H A S 4 0 0 º F, T H E C H I P A N D F O O D PA C K A G E S C A N

H O L D R O O M T E M P E R AT U R E S , A N D T H E M I L K / WAT E R C A RT O N A N D I C E C R E A M

PA C K A G E S C A N S U S TA I N A C O L D T E M P E R AT U R E AT - 1 3 º F.

125

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DESCRIPT ION

O N C E S U G A R C A N E I S H A RV E S T E D , I T I S B R O U G H T T O A M I L L I N G P L A N T

W H E R E I T I S C R U S H E D W I T H R O L L E R S . T H E S E R O L L E R S C R U S H T H E S TA L K S

T H U S E X T R A C T I N G J U I C E F R O M T H E S U G A R C A N E . T H E J U I C E I S C O L L E C T E D

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

S TA L K I S C A L L E D B A G A S S E . T Y P I C A L LY, 1 0 PA RT S O F C R U S H E D S U G A R C A N E

W I L L Y I E L D 3 PA RT S O F W E T B A G A S S E . O N C E R E M O V E D , B A G A S S E W I L L B E

S T O R E D F O R O N E O F I T S T H R E E M A J O R U S E S : PA C K A G I N G .

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127


DESCRIPT ION

E A C H I T E M P R O V I D E D B E L O W I S T O S H O W H O W T H E P R O D U C T W I L L L O O K

I N I T ’ S N AT U R A L E N V I R O N M E N T. T H E P O I N T H E R E I S T O M A X I M I Z E S H E L F

S PA C E W H I L E R E F R A I N I N G F R O M O V E R M A R K E T I N G T H E P R O D U C T.

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“MUSIC EXPRESSES THAT WHICH CANNOT BE SAID AND ON WHICH

IT IS IMPOSSIBLE TO BE SILENT”— Victor Hugo

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133

BIGOREXIA

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IN THIS CLASS, WE HAD TO PICK AN EXISTING PAPER COMPANY AND

CHOOSE A SPECIFIC LINE OF PAPER THEY OFFERED. WE WERE TO CREATE

A PROMOTIONAL BOOK REFLECTING THE CONCEPT OF THIS LINE OF

PAPER. I DECIDED UPON THE FRENCH PAPER COMPANY, AND CHOSE THE

“MUSCLETONE” LINE THEY OFFER. THE PURPOSE OF THIS SPECIFIC LINE

OF PAPER OFFERED WAS TO SHOW, NOT ONLY IT’S STURDINESS, BUT IT’S

STRENGTH, HANDSOMENESS AND DURABILITY AS WELL. USING THESE KEY

TERMS, I HAVE BEEN ALLOWED TO RESEARCH AND INVESTIGATE THE LIVES

OF WORLD FAMOUS BODY BUILDERS AND WRESTLERS.

I N S T R U C T O R A R I E L G R E Y

C L A S S


T Y P E 3

BODY DYSMORPHICDISORDER

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07


147

GREEN CAB

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THIS PROJECT CALLED FOR A MAJOR RE-BRANDING STRATEGY. OUR

ASSIGNMENT WAS TO CREATE A NEW IDENTITY, APPLICATION SYSTEM, AND

STANDARDS MANUAL FOR A TAXI CAB COMPANY. OUR RESPONSIBILITY FOR

THIS NEW IDENTITY WAS TO DESIGN ANOTHER SYMBOL AND WORDMARK

FOR THE COMPANY. GREEN CAB WAS FOUNDED IN 2007 IN SAN FRANCISCO,

CA. THE MAIN CONCEPT FOR THE CREATION OF THEIR NEW IDENTITY WAS

NOT SO MUCH TO FOCUS ON THEM BEING “GREEN”, BUT RATHER ON THE

GPS SERVICE THEY OFFER THROUGH SMART PHONES. THIS SERVICE ALLOWS

CUSTOMERS TO PULL OPEN A MAP ON THEIR MOBILE DEVICE, LOCATE

GREEN CABS THAT ARE IN CLOSE PROXIMITY, AND TAP ON THE SCREEN TO

BE PICKED UP WITHIN MINUTES.


C L A S S


I D E N T I T Y 2

THE CAB THAT MAKES A DIFFERENCE

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GREEN CAB

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IDENTITY MARKS

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FAMILY FOUNDATION

FAMILY FOUNDATION

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“MUSIC GIVES A SOUL TO THE UNIVERSE, WINGS TO THE MIND,

FLIGHT TO THE IMAGINATION, AND LIFE TO EVERYTHING”

— Plato



COLOPHONS C H O O L

A C A D E M Y O F A RT U N I V E R S I T Y

S T U D E N T

G I N A N O E L L E R O D R I G U E Z

4 1 5 . 3 5 9 . 7 9 2 1

G I N A @ G I N A N R O D R I G U E Z . C O M

I N S T R U C T O R

M A RY S C O T T

B O O K B I N D E R Y

T H E K E Y P R I N T I N G A N D 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 6 1 8

P H O T O G R A P H Y

G I N A N O E L L E R O D R I G U E Z , P L O T N E T

T I T L E O F B O O K

T H E U N I V E R S A L L A N G U A G E

C O V E R S T O C K

B L A C K A R R E S T O X

P R I N T E R

P L O T N E T

9 8 B AT T E RY S T. S U I T E 4 0 2

S A N F R A N C I S C O , C A 9 4 1 1 1

T E X T S T O C K

N E E N A H C L A S S I C C R E S T 1 0 0 L B T E X T

F O N T S

T R A D E G O T H I C L I G H T / M E D I U M / B O L D

B O D O N I I T C T T B O O K / B O O K I TA L I C

S O F T W A R E

A D O B E C R E AT I V E S U I T E 5 . 5

© 2 0 1 1 A L L R I G H T S R E S E RV E D . N O PA RT O F T H I S P U B L I C AT I O N

C A N B E R E P R O D U C E D W I T H O U T T H E E X P R E S S P E R M I S S I O N O F

G I N A N O E L L E R O D R I G U E Z

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185

THANK YOUFIRST AND FOREMOST I WANT TO THANK MY MOM AND DAD WHO HAVE RISKED

SO MUCH FOR ME. BOTH OF YOU HAVE GIVEN UP A GREAT DEAL IN ORDER FOR

ME TO HAVE THE BEST EDUCATION. THE TWO OF YOU HAVE NEVER STOPPED

BELIEVING IN ME, AND TAUGHT ME ONE OF THE MOST IMPORTANT THINGS

IN LIFE, NEVER GIVE UP ON YOUR DREAMS. WORDS CANNOT EXPRESS MY

GRATEFULNESS TO HAVE THE TWO OF YOU IN MY LIFE. I LOVE YOU BOTH.

TO MY SISTER, MICHELLE RODRIGUEZ, THANK YOU FOR JOINING ME ON THE

NUMEROUS ERRANDS I DRAGGED YOU ON AND HELPING ME SOUND SMARTER

THROUGH YOUR AMAZING WRITING ABILITIES. YOU HAVE BEEN THERE FOR

ME THROUGH EVERYTHING. WHEN TIMES WERE ROUGH YOU PULLED ME BACK

ON MY FEET. YOU GIVE ME THE COURAGE TO NEVER GIVE UP ON ANYTHING.

BECAUSE OF YOU, I GRADUATED COLLEGE.

THANK YOU TO ALEX HARROCH. YOU HAVE STUCK BY MY SIDE SINCE THE VERY

BEGINNING. EVEN THOUGH THIS HAS BEEN A LONG JOURNEY FOR ME YOU HAVE

NEVER STOPPED SUPPORTING ME AND FOR THAT I AM ETERNALLY GRATEFUL.

THANK YOU TO THE REST OF MY FAMILY AND FRIENDS. I LOVE YOU ALL. THANK

YOU ALL FOR YOUR CONTINUOUS SUPPORT THROUGH MY DESIGN EDUCATION.

LASTLY I WOULD LIKE TO THANK THE FOLLOWING INSTRUCTORS AT THE

ACADEMY; MARY SCOTT, AUDREY DONALDSON, SCOT CRISP, ROLAND YOUNG,

MICHAEL OSBORNE, TOM MCNULTY, ANDREW CAMBOURIS, MARK REYNOLDS,

ARIEL GREY AND TOM SEIU. THANK YOU FOR ALWAYS PUSHING ME TO DO MY

BEST AND CHALLENGING ME TO BECOME A BETTER DESIGNER. YOU ALL HAVE

AND STILL INSPIRE ME.


the universal language

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