student portfolio | phong q. nguyen | 2008 • spring

PORTFOLIOSENIOR

2008

2008

PORTFOLIO

PORTFOLIO

i arrived hungry...i leave starving.

Design: polkadotpeeps website

URL: www.polkadotpeeps.com

Art Direction: phong nguyen

Designer: phong nguyen

Programmer: seth trowbridge

Client: polkadotpeeps

Awards: 2008 akron addy award

Design: polkadotpeeps self promotion

Art Direction: phong nguyen

Designer: phong nguyen

Client: polkadotpeeps

Design: flex nimbo re-branding campaign

Art Direction: phong nguyen

Designer: phong nguyen

Photography: phong nguyen, justin tokos (427 design)

Client: flex nimbo

Comments: (below) original logo design - client request complete re-brand

High Speed

STRENGTH represented by the progression of thick lines to thin lines. Similar to real life application of strength training, the mark embodies what the product can help an athlete accomplish.

SPEED created in the mark by abstract arrows that are representative of an athlete reaching full momentum.

RESISTANCE is the key behind the product to assist in the maturation process of an athlete. The bands are represented in the mark by curvilinear lines.

BALANCE two circular elements create a sense of balance which is essential in the development of an athlete.

STRENGTH

BALANCE

RESISTA

NC

E

SPEED

USE OF LOGOTYPE AND MARK Flex Nimbo is a product that have numerous avenues to market their product. From apparel to the actual Flex Nimbo product, the different marks serve many purposes. The logotype would be used for the corporate sett ing while ‘f lex man’ wil l be used on the actual product to demonstrate the products l ink to the human factor. The ‘energy mark’ would be used on apparel to advertise the products explosive performance enhancing abil i t ies.

THE VITRUVIAN MAN “Leonardo envisaged the great picture chart of the human body he had produced through his anatomical drawings and Vitruvian Man as a cosmografia del minor mondo (cosmography of the microcosm). He believed the workings of the human body to be an analogy for the workings of the universe.” - Encyclopaedia Britannica

The Vitruvian Man is a world-renowned drawing with accompanying notes created by Leonardo da Vinci around the year 1492 as recorded in one of his journals. It depicts a nude male figure in two superimposed positions with his arms and legs apart and simultaneously inscribed in a circle and square. The drawing and text are sometimes called the Canon of Proportions or, less often, Proportions of Man. It is stored in the Gallerie dell’Accademia in Venice, Italy, but is only displayed on special occasions.

REFINEMENT OF SECONDARY MARK The best way for a company to create a prosperous future is to make sure all of its employees understand the company’s past. The mark was created to emphasize the core structure of it’s product, the resistance bands. The mark has the explosive energy that most athletes strive to achieve, maximum explosiveness.

PANTONE BLACK CC 60 M 40Y 40K 100

PANTONE 124 CC 0 M 28Y 100K 6

PANTONE 2728 CC 96 M 69Y 0K 0

HERMES was the great Olympian God of animal husbandry, roads, travel, hospitality, heralds, diplomacy, trade, thievery, language, writing, persuasion, cunning wiles, athletic contests, gymnasiums, astronomy, and astrology. He was also the personal agent and herald of Zeus, the king of the gods. Hermes was depicted as either a handsome and athletic, beardless youth, or as an older bearded man. His attr ibutes included the herald’s wand or kerykeion (Latin caduceus), winged boots, and sometimes a winged travel lers cap and chlamys cloak.

KNOCK OUT OF MARK When most people think of Flex Nimbo, they think of superstar athletes like Michael Jordan, Mia Hamm, and Tiger Woods. When Flex Nimbo’s own employees think of their company, they think of a retired university track coach, an Olympic runner whose career ended tragically in a 1975 car crash,

and a so-so athlete whose achievements as an entrepreneur far outpaced his accomplishments as a runner.

KNOCK OUT OF MARK ON BLUE Why? Because Flex Nimbo has made understanding its heritage an intrinsic part of its corporate culture. Think of this approach as internal branding: The stories that you tell about your past shape your future. Which is why, these days, Flex Nimbo has a number of senior executives who spend much of their time serving as “corporate storytellers” -- explaining the company’s heritage to everyone from vice presidents and sales reps to the hourly workers who run the cash registers at Flex Nimbo’s stores.

The Flex Nimbo™ is an innovative sports specific strength training system that will maximize any athletic or exercise movement. The Flex Nimbo™ is perfect for in home training and elite athletic sports training. You will lose fat while building functional muscle with 70lbs of rubber band resistance.

You will achieve quality results in less time since all movements are resisted in a manner that stimulates muscle function and balance with consideration to joint stability and strength. If you want your fitness levels and optimum sports performance to stay the same, while your competit ion dominates and crushes you, then just sit there and do nothing.

Flex Nimbo™ These ideas were the first versions of using the identity on billboards with the color combination. Staying true to the original color of the fabric used in the product most people are familiar with the colors of the mark and brand.

Using the mark matrix to generate ideas.

Brand Attribute: speed, power, strength, endurance, agility

Visual Descriptive Words: people, football, basketball, soccer, fitness

Design: caravan fruit nectar packaging

Art Direction: phong nguyen

Designer: phong nguyen

Class: packaging with john morrison

The World is a book, and those who do not travel read only a page.~St. Augustine

Project Overview

The objective of the project is to create a complete packaging and branding system

for Caravan’s exotic fruit nectar drink. The product will be introduced as a healthy

alternative to the current fruit juice line. The target demographic are health

conscious people ranging from teens to middle adulthood. Point of distribution

will be at The Mustard Seed, World Market, Nutrition Stores, and other health and

specialty food markets.

Your Window to the World

The Silk Road, or Silk Route, is a series of trade and cultural transmission routes

that were central to cultural interaction through regions of the Asian continent

connecting East and West by linking traders, merchants, pilgrims, monks, soldiers,

nomads and urban dwellers from China to the Mediterranean Sea during various

periods of time. The trade route was initiated around 114 BC by the Han Dynasty

(114 BC), although earlier trade across the continents had already existed.

Geographically, the Silk Road or Silk Route is an interconnected series of ancient

trade routes between Chang’an (today’s Xi’an) in China, with Asia Minor and the

Mediterranean extending over 8,000 km (5,000 miles) on land and sea. Trade on the

Silk Road was a significant factor in the development of the great civilizations of

China, Egypt, Mesopotamia, Persia, Indian subcontinent, and Rome, and helped to

lay the foundations for the modern world.

Ingredients: organic pomegranate juice concentrate, evaporated organic cane juice, natural guarana powder (24mg natural caffeine), soy lecithin, natural flavor

Nutrition Facts:

Serving size:

1 Bottle (12 fl oz / 355 ml)

Calories: 170; Total fat: 2g;

Cholesterol: 0mg; Sodium:

45mg; Potassium: 30mg;

Total carbs: 36g; Fiber: 1g;

Sugars: 29g; Protein: 2g;

Vitamin A: 6%; Vitamin C:

25%; Calcium: 4%; Iron:

15%; Vitamin E: 15%

The BrandThe Caravan brand must be established through the packaging and identity

system. Quality can be demonstrated by the use of materials i.e., polished

white ceramic containers. Caravan’s main target are affluent and sophisticated,

therefore, design must be elegant and simple. Similar to the Japanese tea

ceremonies, the art of drinking one of Caravan’s fruit nectar bottles should be

celebrated. The nectar is from the finest fruit extract, the bottle is beautiful to

look at as well.

Container ShapeThe container remains the most significant part of building a successful

beverage brand. The shape, dimension, and color is important because it

distinguishes the product from its competition. This brand as mentioned in

the project overview is targeted to the more affluent demographic.

The final shape of the bottle is influenced by the far east. The exotic shape

derived from a combination of an old Japanese Sake container and bottles

from Middle Eastern influence. The curve at the top of the bottle creates a

place for a label that is tied by hemp twine to demonstrate a balance between

organic and man-made ceramic bottle.

IdentityCaravan - a group of travelers, as merchants or pilgrims, journeying together

for safety in passing through deserts, hostile territory, etc.

The concept behind the name of the company originates from the idea of the

old silk trade routes from China and the Far East through the Middle East

regions. These merchants travel far distances to bring the most exotic fruit

juices to this location. The typeface chosen is Binary. The curvilinear elements

within the letterform creates that idea of old eastern brush strokes. The

squared mark also has that Chinese brush stroke characteristic. Within that

mark a sandy texture that is colored to the appropriate fruit extract is used to

distinguish the flavors.

Idea DevelopmentThe initial idea was to simplify the

bottle to isolate the color of each

flavor. The study was successful and

the idea was fine-tuned to bring

in some hand-made elements. The

initial design to the left was almost

too clean and did not portray the

sense of being exotic.

Design: canon ink cartridge redesign

Art Direction: phong nguyen

Designer: phong nguyen

Class: packaging with john morrison

ink cartridge package redesign

Project OverviewThis project involves the evaluation of current ink jet printer cartridge packaging and in-store point

of purchase display systems.

The final design solution must incorporate a folding carton. The goals of the project are to make

improvements in the following areas: (1) Improve the consumer experience by making it easier

to find the desired ink cartridge. (2) Improve the visual impact and communication level through

better package/information graphics. (3) Improve the environment through better design.

Effective CommunicationThe approach towards the redesign was done with three important considerations. First the point of purchase was most important. Research was done by visiting the local office supply store location to examine how printer cartridges are displayed. Canon has taken steps to simplify their packaging by minimizing their product numbers. Narrowing the numbers down to single digits and using color codes make it easier for the customer to locate the product. However the presentation of the product is not consistent with the brand. Second, the design approach is more sophisticated with using recycled paper for two reasons. There is a move in most corporations to be more environmentally conscious. By minimizing and using packaging out of recycled materials, Canon will differentiate themselves from the rest of the competition and therefore winning over more consumers. The design is radical in that the colors are different from the rest of the competition.

Design...re-designDuring the development of the design, many considerations were made. Consumers are more

design savvy then ever before. Designers must push the envelope of design to keep their

product at the forefront for consumers’ minds. But design must still remain focused on effective

communication and ease of locating the product in the sea of products on store shelves.

Project ConclusionThis example of point of purchase is used to show how the

product would stand out compared to the examples shown at the

beginning of this presentation. Overall, the Canon brand will be

perceived by consumers as being of higher quality. Also Canon

will demonstrate corporate responsibility to the environment by

using recycled materials in their packaging and displays. Overall

this campaign will be successful because Canon will be the first

to rollout a new identity with many benefits to the consumer and

the environment.

Design: revival clothing resale boutique

Art Direction: phong nguyen

Designer: phong nguyen

Class: production 2 with allen harrison

Design: crescor website

URL: www.crescor.com

Art Direction: phong nguyen

Designer: phong nguyen

Programming: chris renner

Client: crescor

Design: crescor green ad

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Photography: phong nguyen

Client: crescor

Design: crescor belly band

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Client: crescor

Design: crescor product brochure

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Photography: phong nguyen

Client: crescor

Design: future forum poster / mailer

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Client: cose

Design: nada 2008 advertisement

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Client: oeconnection

Design: nada 2008 advertisement

Art Direction: phong nguyen

Copy: david sutula

Designer: phong nguyen

Client: oeconnection

Design: because enrollment campaign

Art Direction: brad istnick

Designer: phong nguyen

Client: kent state university stark

Design: mother’s day card

Art Direction: phong nguyen

Photography: phong nguyen

Client: american greetings

PORTFOLIOAcknowledgements:

First and foremost, I’d like to thank you for taking the time to look through

my portfolio. There are many people who were and are influential in my

development as a designer. I’d like to take the time now to acknowledge and

thank them for inspiring me to be a better designer. Some of these individuals

also took a chance in me when no one else would. Thank you very much.

My Parents: Trong & Thanh Nguyen

Khanh Bui

Sara Daneshmand

Dave & Leslie Sutula

Allen Harrison

Brad Istnick

Lenny Vella

PORTFOLIO

2008

2008