Hsuan Yun Huang

A Process Book
Instructor/David Hake

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CONTENTS

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CONCEPT
DEVELOPMENT

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Topic Selection
Concept Exploration
Brand Development
Creative Brief
Audience Persona

IDENTITY
DEVELOPMENT

Competition
Logo Sketching
Logo Variations
Logo Refinement
Final Logo Design

DELIVERABLES

Initial Posters
Poster Refinements
Final Posters
Booklet & Brochure
Website
Mobile App
Events

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CONCEPT
DEVELOPMENT

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Topic Selection
Concept Exploration
Brand Development
Creative Brief
Audience Persona

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TOPIC
SELECTION

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NO USE OF ANIMALS FOR ENTERTAINMENT
My concept is a plan to raise an awareness of no use of animals for hard labor
or entertainment. Animals should no longer be vulnerable subjects suffering or
unreasonable harm. humans may be able to hold the capacity to make moral
claims, but animals do have the mental capacity to understand pain and suffering
and should be qualified for protection through firmer regulations.

02
TOO THIN TO WIN, WOMEN ARE ALL BEAUTIFUL
My concept is a plan to raise an awareness of no use of loving yourself and
encourage women to love their body. Beautiful women who find themselves
beautiful, regardless of their shape or size. Its time to take a firm stance against
fashion magazines that lead us to think otherwise!

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NO COSMETICS TESTING ON ANIMALS
My concept is a plan to raise an awareness of cosmetics testing on animals.
I believe that as designers, we have the responsibilities for the security. Why should
animals be suffering for human benefit? Animals are suffering day in and day out
so we can have the newest make-up products. How can they speak out on their
behalf? Because they cannot speak animal testing should be banned.

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WORDS POWER-SAY SOMETHING GOOD
Be curious, not judgmental! My concept is a plan to encourage people to not to be
judgmental toward others, and just something good to others. We should learn how
to understand, accept, and love people around us.

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SUPPORT LOCAL SCHOOLS
My concept is a plan to encourage people to support local schools. Students who
arent given the necessary school supplies have a difficult time in class. Kids
deserve better than that. They deserve to have access to the school supplies needed
to learn. They should be surrounded by good books, convenient supplies, and the
materials necessary to conduct projects and experiments.

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CONCEPT
EXPLORATION

The next step after selecting a topic, I started to do brainstorming to explore my

concept behind the whole idea. I created a brainstorming wall to explore deeper
into the specificity of the idea. By doing this, it helped me to figure out what is the
points that I could further explore and solve.

CONCEPT DEVELOPMENT

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Ultimately, I decided to merge two of my potential

directions into one idea which are support local
schools and increase sustainability

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CREATIVE
BRIEF

BRAND EXPLORATION
Transformation
Rebirth
Salvation
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Facts and problems

Many families are struggling. With high unemployment, and more than 30 million
students enrolled in the free and reduced meal programs, many parents are unable
to provide the basic school supplies their children need to be effective. In addition,
schools across the country are facing severe budget cuts and lack the funding
to purchase necessary supplies.
Each year, Americans throw away about 250 million tons of garbage. Thats roughly
four pounds per person per day. Each year, the number of pounds of solid waste
that San Franciscans send to the landfill could fill about 1,500 Muni buses. You can
find all manner of trash in a landfill, old bent music stands, plastic bags, and a lot
of items that could have been recycled, like bottles and cardboard. Beyond the
obvious blight they cause, landfills create environmental damage and emit harmful
greenhouse gases. They are monuments to waste.

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STRENGTH
Re:FORMATION creates a new way to help the society which collects donated
home and office furnishings to be reinvented for use in schools. There are three
benefits of this organization. First, people can help kids without spending money,
instead of donating money or new goods, people will give the goods that they do
not need anymore. Second, its friendly to the environment by diverting waste from
landfill through composting, recycling and creative reuse of materials. Final, by donating reusable items and volunteering, people are supporting students, teachers and
their local schools.

WEAKNESS
Because this isa non-profit organization, it may face financial difficulties. Also,
people may rather than give their unwanted home and office furnishings to some
profit organizations or companies that will give they money for trade.

OPPORTUNITIES
Free events would be held every month to provides students and volunteers with
a practical workshop in recycling.

THREATS
There are some well-known and well-organized organizations that collects donated
home and office furnishings for selling.

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Keywords
REINVENT/
Re:FORMATION collects donated home and office furnishings to be reinvented
for use in schools. Re:FORMATION changes old items that it appears to be entirely
new items.
SALVAGE/
Re: FORMATION saves old home and office furnishings from landfills.
Re: FORMATION also saves students life in schools. They give the students
a better life in schools that students have access to the school supplies
needed to learn.
CREATIVE/
Re:FORMATION provides students and volunteers with a practical lesson in
recycling and, also, challenges them to devise new and original uses for donated
materials. Students and volunteers will use their creativities to reinvent the old
home and office furnishings.

Tone
The tone of this brand would be friendly, joy, and fun. However, although the
tones of this brand is kind of joyful, it also has a sense of serious. In order to
attract audiences, this brand will convey a sensory delight to audiences by visual
images, san serif typefaces, and vintage bright colors.

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SUMMARY
Re: FORMATION isa non-profit organization that collects donated home and office
furnishings to be reinvented for use in schools.The goal is to creatively transform
discarded or unwanted goods for projects and classrooms. Re: FORMATION provides
students and volunteers with a practical lesson in recycling and, also, challenges them
to devise new and original uses for donated materials. Re: FORMATION encourages
people to do good deeds in action. People can help students have a better education
by donating reusable home and office furnishings to our organization.

MESSAGES & DRIVERS

Re: FORMATION raise an awareness of the facts that some schools are facing
severe budget cuts and lack the funding to purchase necessary supplies. Students
deserve to have access to the school supplies needed to learn. They should be
surrounded by supplies, and the materials necessary to conduct projects and experiments. People can make a difference by donating their unwanted reusable goods
and volunteering which are supporting students, teachers and their local schools.
Moreover, Re:FORMATION also raise an awareness of no junk goods on the streets.

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VISUAL
MOODBOARD

COLORS PATTERNS

C / 90

C / 85

M / 61

M / 35

Y / 33

Y / 45

K/0

K / 20

C/0

C/0

M / 95

M / 20

Y / 65

Y / 100

K/0

K/0

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VISUAL VERVE

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AUDIENCE
PERSONA

AMANDA
35 years old
Educator
/ She has a son who is an elementary school student
/ At home, she alway does house-working
/ Use Facebook or other social media rarely
/ Taking more responsibilities of taking care of children
/ Knows many knowledges about how to educate children
/ Concerning more about children education issues
/ Does good job in educating in school
/ She is the member of PTA

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Re:
Re:FORMATION
FORMATION

JAY
28 years old
Computer Engineer
/ Doesnt go out often, always stays at his house
/ Use Facebook or other social media often
/ Too busy to do house-working
/ Always checking at his smart phone
/ Feels lonely sometimes

MANDY
17 years old
College school student
/ Joining an environmental group
/ Enjoying activities often.
/ Use Facebook or other social media a lot
/ Hanging out with her friends frequently
/ Concerning more about environmental issues
/ Does volunteer sometimes
/ Recycling garbages well at home

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IDENTITY
DEVELOPMENT

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Competition
Logo Sketching
Logo Variations
Logo Refinement
Final Logo Design

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COMPETITION

BRAND COMPETITION

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LOGO COMPETITION

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LOGO
SKETCHING

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LOGO
VARIATIONS

TYPOGRAPHIC VARIATIONS
For the typographic logo, I tried to keep it simple and understandable. I explored
a couple different variations in which playing with the initial of my brands
name which are R and F. And then I wanted those two letters integrate together
that represents my brand well.

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ICONOGRAPHIC VARIATIONS
For me, it is herder and more challenge to develop an iconographic logo than the
typographic logo. Because of the name of my brand is Re:FORMATION, I started
with some geometry shapes and made them more playful and seemed to be
multidimensional. Visually, iconographic logo variations seemed to be more successful and for my brand and what it represented.

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LOGO
REFINEMENT

SKETCHING
I chose one of my iconographic logos to keep exploring. And I found out that I could
integrate the initial of my brands name with the icon.

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TYPEFACE

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FINAL
LOGO DESIGN

FINAL LOGO DESIGN

FORMATION

FIRST LETTER

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RECYCLE

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FINAL LOGO WITH COLORS

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DELIVERABLES

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Initial Posters
Poster Refinements
Final Posters
Booklet & Brochure
Website
Mobile App
Events

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INITIAL
POSTERS

POSTERS TITLES
It was not easy to come up with good posters titles. I wanted to create a series
of titles which was even harder for me. My goal was to create a eye-catching
slogans that would attract the audiences and then have supporting text or subtitles
to inform the audiences about my brand.

I came out with few slogans for my posters

which were:
You Donate / We Transform
You Donate / We Reinvent
You Volunteer / We Savage
You Volunteer / We Save
You Participate / We Connect
You Get Involve / We Connect
You Join Us / We Connect

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SKETCHING
Developing posters is really important because this was the beginning of my
aesthetic for my brand. I decided to use persuasive direction to portray my brand
because I thought it would get the attention of my audiences. Initially, I started
sketching the posters. I wanted to make the posters seem to be playful and dynamic.
I also tied to use both some graphic elements and photos to produce the joy feeling.

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POSTERS
DEVELOPMENT

INITIAL POSTERS
I started designing the posters with computer. And The biggest challenge was
keep the posters a set but look different between each other. Therefore, I had to
diversify the layout, hierarchy, colors and balance of the posters. I tried a
couple of different graphic shapes. And the circle shapes seemed to be more
successful and look better.

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FINAL
POSTERS

CONCEPT APPROACHING
Re:FORMATION creates a new way to help the society which collects donated
home and office furnishings to be reinvented for use in schools. There are three
benefits of this organization. You donate unwanted home and office furnishings,
we reinvent them for use in schools. You join our team, we connect with the local
schools together. You volunteer our events, we salvage students life in schools.

TYPEFACE CHOOSING
Title/
Berthold Akzidenz Grotesk Bold
Body-text/
Berthold Akzidenz Grotesk Medium

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BOOKLET &
BROCHURE

BROCHURE DESIGN
A supportive deliverable to encourage people to join events and make donations
so that people can be interested in Re: FORMATION. Also a brochure that people
can get information and understand what is this organization about. The purpose
of the brochure is inform people about my Re:FORMATION.

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A BROCHURE IN BLUE

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A BROCHURE IN RED

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A BROCHURE IN GREEN

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WEBSITE

WEBSITE DESIGN
A website provides people with information about this organization such as how
it works, and what are the befits they can get. This website also provides a platform
that connects with people and schools. School teachers from every corner of
San Francisco post classroom requests on this website. People will get photos of
the reinvented furnishings in use for schools, and insight into how your unwanted
home and office furnishings were used.

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WEBSITE MAP

HOME PAGE

HOME PAGE

ABOUT

ABOUT US
OUR TEAM

EVENTS

GET INVOLVED
CALENDAR
NEWS

STORY

SCHOOLS WE SUPPORT
IMPACT
OUR STORIES

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ABOUT / ABOUT US
This page provides the background of Re:FORMATION. And informs the audiences
about how Re:FORMATION works.

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ABOUT US / WHOLE PAGE

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ABOUT / OUR TEAM

This page introduces the team of Re:FORMATION. People can contact anyone who
are participating in Re:FORMATION and they can join Re:FORMATION become a
part of them by clicking the join out team button.

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EVENTS / GET INVOLVED

This pages informs the information of Re: FORMATION provides students and
volunteers with a practical workshop in recycling and also challenges them to
devise new and original uses for donated materials.

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GET INVOLVED / WHOLE PAGE

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EVENTS / EVENTS CALENDAR

This page provides the events calendar that people can check the events calendar
and then decide what day they want to participate. Beside the calendar, this
page also shows the details of every event such as location, time and what kind of
furnishings they are going to reinvent.

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EVENTS CALENDAR / WHOLE PAGE

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STORY / IMPACT
This page shows the actual data of how Re:FORMATION has been impacting
the local schools, the numbers of volunteers, the numbers of students that they
have been helping.

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IMPACT / WHOLE PAGE

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STORY / OUR STORIES

This page is telling the stories about how Re:FORMATION has been helping schools
for giving them the reinvented furnishings. The stories include the feedbacks from the
schools. Moreover, by showing some images and telling the stories, people could see
the transparency of Re:FORMATION.

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OUR STORIES / WHOLE PAGE

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MOBILE APP

APP DESIGN
For the app design, I tried to make it simple, clean and organized. It is all about
functional when designing an app. So I focused on making it easy for people to
navigate by their mobile cellphone.

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PICK UP SERVICE
This app provides the pick up service that would pick up peoples unwanted home
and office furnishings. People just need to full description of contents and provide
the location. Then Re:FORMATION truck will drive to peoples location to pick up. It
makes easy for people to donate their unwanted home and office furnishings.

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EVENTS
For the events function, people can check the date of the events. Because it
is organized by dates, people can look at events clearly. People can also save the
every event to their profile if they want to participate.

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PROFILE
When people save the events that they are interested or willing to take a part
of it. They can go to this profile page, and it will show every event that they
have saved. Its help people to clear their saved events up.

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EVENTS

EVENTS/WORKSHOPS
Re:FORMATION provides students and volunteers with a practical workshop in
recycling and, also, challenges them to devise new and original uses for donated
materials. Re:FORMATION encourages people to increase sustainability and
support schools. People can help students have a better education by donating
reusable home and office furnishings to our organization. Re: FORMATION
collaborates with schools in San Fransisco. The events would be hold occasionally
in the schools in San Fransisco.

SIGNAGE
I created street signage to advertising the events. My goal is to encourage to
people to participate the events and to make the public aware and informed when
and where the event is taking place.

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SIGNAGE 01

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SIGNAGE 02

SIGNAGE 03

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BAGS / PACK AGES

I designed kit bags for the people who participate the events. Every kit
bag that contents a poster, a business card, member card, and a booklet.

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MAP / CALENDAR
A poster for that combines with map and calendar. One side of the poster
is a map that provides the information of where the events would be hold in
San Francisco. The other side of the poster is events calendar.

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BUSINESS CARDS
A business card for people to contact Re:FORMATION

EVENTS MEMBER CARDS

A member card for people who join Re:FORMATION

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INCREASE
SUSTAINABILITY
PROMOTE
ENVIRONMENTAL
AWARENESS
SUPPORT
LOCAL SCHOOLS