Thesis Book

Practice-based Research & Thesis


This 134-page book is a compilation of 5 projects done in my core Graphic Design class instructed by Keith Rushton. Each chapter goes from start to finish, from the initial ideation process to final product, showing my process of how I work.






PROJECT 1 - 24/7
Goal of this project was to quickly generate as many words for a high-end grocery store as possible. Each student quickly came up with their own business when the project was introduced, generating 100 words that would be selected by the client (professor) as the company name. I had 24 hours to generate 100 logos and deliver them to the client via email, who narrowed down our selection to 3. By the end of the week, and for the next class, I presented a book with the final logos and designs.







PROJECT 2 - TEAM RESEARCH ASSIGNMENT
Team research project with, Linda Oh, Chrissy Spilchuk, and Leo Wang. Given the freedom to pick any subject for a campaign to improve Toronto, we chose to promote Toronto's 10 historic museums that were in danger of closing due to low attendance rates. With a low budget in mind, we worked on a number of sub-campaigns designed to spark interest in Toronto's history and raise attendance.







PROJECT 3 - EVOLUTIONARY BRAND DEVELOPMENT
Many long-established companies need to revamp their image without losing their loyal customer base. The goal of this project was to do just that- take a company logo and evolve it to reflect the brand, but not make a dramatic overhaul. Over several weeks, I tweaked and refined the Wonderbra logo.







PROJECT 4 - 26 WORDS: RE-ENGINEERING THE CREATIVE PROCESS
Given a choice of 26 words, and complete freedom, I took the word Leap and made it into a brand.







PROJECT 5 - THESIS
For my mini-thesis, I explored how Toronto's traffic navigation could be redesigned, as its current design communicates poorly to pedestrians and drivers.