Breaking it Down

GRAPHIC DESIGNER

Ty p o g r a p h y

P r i n t

P a c k a g e D e s i g n

I d e n t i t y

We b D e s i g n

PORTFOLIO OF YI XU ›

Breaking it Down

GRAPHIC DESIGNER

Ty p o g r a p h y

P r i n t

P a c k a g e D e s i g n

I d e n t i t y

We b D e s i g n

PORTFOLIO OF YI XU ›

Breaking it Down

COPYRIGHT © 2012 BY YI XU

ALL RIGHTS RESERVED.

No portion of this book may be used or reproduced in any manner

without written consent of Yi Xu. Al l respective work shown has

been appropriately identif ied and credited. Any omissions found

wil l be noted and corrected in subsequent edit ions.

Written, designed and produced by

Yi Xu › y ixu610@gmai l .com

Academy of Art University

79 New Montgomer y Street

San Francisco, Cal i fornia 94105

School of Graphic Design

Department Chair › Mary Scott

PORTFOLIO OF YI XU › Breaking it Down

00 › Colophon

PAPER ›

Cougar Opaque Smooth 100LB Text

PRINTER ›

Plotnet , San Francisco

PRESS ›

Xerox 700 Digital Press

BINDERY ›

The Key Binding and Printing, Oakland

DESIGN ›

Bobo Yi Xu

CAMERA ›

Canon 5D

SOFTWARE ›

Adobe Photoshop CS6, Adobe I l lustrator CS6, Adobe InDesign CS6

TYPEFACE ›

Calluna Regular, Whitney Book, Whitney Book Ital ic

The detail are not the detail. They make the design.

— CHARLES EAMES

0 0 ›


CONTENT

0 0 ›

01 › Joie de Vivre P › 0 8

02 › Back to Nature P › 2 0

03 › Food as Art P › 26

0 4 › Build in Luxury P › 3 6

0 5 › Under the Light P › 5 0

0 6 › Matter of Time P › 6 0

07 › See it All P › 72

0 8 › Child of Mine P › 9 6

0 9 › Hit the Mark P › 1 22

P › 09

Typography is in every fiber of our fast moving society. Its potential is often

overlooked in the design of communication. By creating a conference that

centers around experimental typography, we can inspire designers around

the world to become instruments of change and spread information. The

key words to focus on are: experimentation, discovery, change, future,

deep. To design of a book based on typographic communication with the

topic of survival. The final book is about the history, development and the

mixed culture of traditional Japanese fashion all coming together to form

Japanese Street Art.

Experimental Book

Two Side Poster

Mail Piece

Joie de Vivre

EXPERIMENTAL Fashion

Environment

Architecture

Culture

History

Style

Traditional

Pattern

Japanese

Asia

Mixed

Japanese Street Art

Japanese Cosplay

Japanese Geisha

7" by 9"

Perfect Bound

P ROJ ECT 01 ›

COURSE › Typography 3 INSTRUCTOR › Ariel Grey

OBJECTIVE ›

CONCEPT ›

LUGGAGE › SPECS ›

VISUAL IDEA ›

01 › Joie de Vivire

P › 10

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down

P › 11

COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de VivireCOURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire

P › 12


P › 13


P › 14


P › 15


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 16

PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down

P › 17


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 18


P › 19

COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire

Six Buttons

Gift Packaging

BUTTON DESIGN Circle Shape Tree

Flower

Plant

Animal

View

Environment

Natural

Geometry

Growth Rings

Leaves

Tree Types

1" Buttons

Mail Gift

P › 21

This goal of this project was to design a button gift pack. A button is

a small fastener, most commonly made of plastic, but also frequently

of seashell, which secures two pieces of fabric together. In applied arts

and crafts, a button can be an example of folk art, studio craft, or even

a miniature work of art. Buttons are most often attached to articles

of clothing but can also be used on containers such as wallets and

bags. However, buttons may be sewn onto garments and similar items

exclusively for purposes of ornamentation. The button gift pack includes

six different looking buttons.

Back to NatureP ROJ ECT 02 ›

COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

02 › Back to Nature

P › 22

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down

P › 23

COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 02 › Back to Nature

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 24


P › 25

COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 02 › Back to Nature

Logo

Website

Five Applicat ions

HARAJUKU CREPE Modern

Friendly

Young Age

Colorful

Shape

Layer

Overlapping

Circle

Curve

Simple

Playful

Shape of Crepe

Color from Fruits

Simple Icon

13" by 19"

Process Spreads

P › 27

This goal of this project was to choose a small, locally owned business

to redesign. We focused our thinking on a solution that would be cost

effective for a small businesses. We created a new business direction

and concept for redesign. Examples: cafes, laundromats, restaurants,

bookstores, bars, salons, donut shops, and delis. All the applications

needed to go beyond simply applying the logo to separate pieces. The

graphic identity was extended to give personality and communicate the

services of a business.

Food as ArtP ROJ ECT 03 ›

COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

03 › Food as Art

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 28


HARAJUKUCREPE

P › 29

COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 03 › Food as Art

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 30


P › 31


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 32


P › 33


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 34


P › 35


1540 Eddy Street. San Francisco CA94115Phone: 415 3853946www.harajukucrepe.com

HOME

ABOUT US

MENU

LOCATION

CONTACT US

HARAJUKUCREPE

HOME

ABOUT US

MENU

LOCATION

CONTACT US

HARAJUKUCREPE

Pick 1 batter and as many ingredients as you want!

Customized Crepes

CREPE BATTER: $3OriginalBuckwheatGreen TeaEarl Grey

Main Topping: $1BananaStarwberryKiwiAppleAzuki (Red Beans)Real Mochi

Cream: $0.50Homemade Cream

Sauce: $0.50NutellaChocolate SauceCaramel SauceJamPeanut Butter

Ice Cream: $0.50VanillaChololateGreen TeaBlack Sesame

Other Crepes:Ham Salad

Turkey Salad

Tuna Salad

Spinah Salad

Ham+ Egg+ Cheese

Egg+ Cheese+ Spinach+ Tomato

Butter+ Cinnamon+ Sugar

Butter+ Sugar

Sides:Organic Fruit Cup

Chips

Teas:Green Tea

Green Tea with Roasted Rice

Roasted Green Tea

Barley Tea

Jasimne Oolong Tea

Rose Green Tea

Earl Grey White Green Tea

Blueberry Pomegranate White Tea

Rosehip Rooibos Tea

Tropival Black Tea

Price:$6.50

$6.50

$6.50

$6.50

$6.50

$6.50

$3.50

$3.50

$6.00

$1.20

Hot or Cold: Regular: $2.50

Large: $3.00

Harajuku-style crepes are always rolled

into an easy-to-handle cone shape. The

sweet crepes are filled with fresh-cut

fruit, homemade whipped cream, and

often ice cream. At Harajuku Crepe we

use fresh, mostly organic ingredients for

an even healthier snack or meal, from

breakfast to an after-dinner dessert.

HOME

ABOUT US

MENU

LOCATION

CONTACT US

Five Boxes

Process Book

ROLLS ROYCE Expensive

Limited

Technology

Unique

High-end

Rich

Handmade

Style

Decently

Creative

Business

Luxury

Quality

Professional

11" by 17"

Process Book

P › 37

This project's goal was to take an existing company outside the market

of home ware and imagine them breaking into a new market. The first

step was to choose a company. The next was to decide what products

they would sell if they were to carry home ware, and pick five items to

be packaged. The final step was to create a concept for the line, and then

design packaging that fit the aesthetic of the company bearing in mind,

and catering towards, their target audience. The company that I chose

was Rolls Royce, and the name of the new line was ‘Ecstasy.' Rolls-Royce

Motor Cars is a British manufacturer of luxury automobiles based at the

Goodwood plant in West Sussex, England. The factory is located across

from the historic Goodwood Circuit in Goodwood, West Sussex, England.

Build in LuxuryP ROJ ECT 0 4 ›

COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

04 › Build in Luxury

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 40


P › 41

COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 42


P › 43


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 44


P › 45


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 46


P › 47


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 48


ECSTASY CLASSIC CIETERErgonomic Handle | Premium Stainless Steel | Perfectly Balanced

Rolls-Royce Motor Cars is a British manu-facturer of luxury automobiles based at the Goodwood plant in West Sussex, England. It is the current producer of Rolls-Royce branded automobiles, whose historical pro-duction dates back to 1904. The factory is located across from the historic Goodwood Circuit in Goodwood, West Sussex, England.

Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy must be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.

ECSTASY ROLLS ROYCE H O M E A P P L I A N C ES O F RO LLS ROYC ES

A gracefully curved ergonomic stainless steel han-dle makes for a comfortable grip and easy pour-ing while staying cool on the stovetop. Corrosion proof premium stainless steel construction. The solid weight of this stainless kettle plus a grac-esful stainless steel handle offers the perfect bal-ance for effortless pouring. The traditional finish of

stainless is an invitation to come in, relax, share a meal, a perfect reflection of its heritage, the leg-endary kitchens of France. A kettle is one life’s basic needs. This classic stainless version boils up to two quarts of water. Stainless steel interior is non-reactive and corrosion proof, guaranteeing years of service. Corrosion-proof construction. Gas, electric, glass ceramic and halogen safe.

2011071400012 3


Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy must be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.

ECSTASY ROLLS ROYCE H O M E A P P L IA N C ES O F RO LLS ROYC ES

Ergonomic Handle

Premium Stainless Steel

Perfectly Balanced

Classic Looks

ECSTASY CLASSIC CIETER

ECSTASY ROLLS ROYCE HOME APPLIANCES OF ROLLS ROYCES

P › 49



Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy muct be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.


ECSTASY ROLLS ROYCE Home Appliances of Rolls Royces

ECSTASY SILK TABLE LAMP

The table lamp has an anodized aluminum hourglass shaped body. The ivory shaped silk cylinder shape has self-trim and is anchored by a matching aluminum finial. With its modern shape and smooth lines this lamp is sure to bring chic style to your home. ECSTASY’s wide range of prod-ucts allows them to cater to a variety of

styles and tastes to ensure that the cus-tomer will always find the style they are looking for. Anodized aluminum hourglass shaped body; Ivory silk cylinder shape has self trim; Matching aluminum finial; Line switch.Dimensions of base: 16’’ H x 6.5’’x 2.25’’ Dimensions of shade: 18’’ H x 7.25’’Total Weight: 13 Lbs.

ECSTASY SILK TABLE LAMPModern and Contemporary | Ivory Silk l | Hourglass Shaped

2011071400012 3


Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy muct be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.


Premium Stainless Steel

Hourglass Shaped

Modern and Contemporary

vory Silk cylinder shape

P › 51

The purpose of this project was to re-brand and market a sustainable

company. Make Up For Ever is a professional cosmetics brand founded

in 1984 by artist Dany Sanz. Originally a painter and sculptor working in

Parisian cabarets and theaters in the 1980s, Sanz sought to develop an all

encompassing makeup line for fashion and show-business professionals

that contained every kind of product, texture and color needed to achieve

any effect a makeup artist could desire. Color is a big aspect of a makeup

company, so I used crushed mineral makeup in my breaker spreads to

show the vast color range. The result was a playful, interesting design that

focused on the beauty of a professional cosmetics brand.

Business Card

Stationer y

Guidel ine Book

Under the Light

MAKE UP FOR EVER Fashion

Professional

Artist

Make Up

Eye Shadow

Style

Personal

Color Bar

Playful

Drawing

Simple

Colorful

Mask

Products

BC: 3 .5" by 2"

Letterhead: 8 .5" by 11"

P ROJ ECT 0 5 ›

COURSE › Identity 1 INSTRUCTOR › Darrell Hayden

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

05 › Under the Light

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 52


P › 53

COURSE › Identity 1 INSTRUCTOR › Darrell Hayden 05 › Under the Light

MAKE UP FOR EVER

› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 54


MAKE UP FOR EVER

Introductio n

MAKE UP FOR EVER was f ounded b y Dany SANZ in 1984. Her goal was

to respond to the needs of professional mak eup ar tists by creating

products adapted to all ma keup styles, from the most traditional to th e

most e xtravagant .

Today, Dany SANZ is the brand’ s Ar tistic Dir ector. Its products ar e

prominently featu red in SEPHORA sto res in Europe and the United

States, as well as in de partment sto res in Asia and the Middle East,

where the brand has been highly successful. MAKE UP FOR EVER also

has a network of 17 professional boutiques wher e makeup ar tists ca n

procur e all the 1,400 product r eferences the rang e of fers.

The range includes f oundations, eye shad ows, lipsticks, gloss, bod y

makeup, eyeliner pencils, loose po wders, mak eup removers, brushes,

false eyelashes, glitter and mo re, in addition to a rt istic products an d

makeup for special effects .

1

6.5X

5.5X

X

X

MAKE UP FOR EVER

3

Clear Space

Clear space is the ar ea around the signatur e that must be fr ee of all other lo gos, symbols, te xt or other graphic elements .

Clear Space is Defined by the distance of “x” as a unit o f measure-ment surrounding each side of the signtur e. The distance of “x” equa l the height of two colored cir cularities in MAKE UP FOR EVER sybmol. A minimum clear space r equir ment has been estab lished to ensur e the prominent and clarit y of the MAKE UP FOR EVER. It is essential that the signatur e clear space r emain fr ee of all graphics, identites, photog -raphy and typo graphy for maximum brand recognition.

Clear Space

Clear space is the ar ea around the signatur e that must be fr ee of all other lo gos, symbols, te xt or other graphic elements .

Clear Space is Defined by the distance of “x” as a unit o f measure-ment surrounding each side of the signtur e. The distance of “x” equa l the height of two colored cir cularities in MAKE UP FOR EVER sybmol. A minimum clear space r equir ment has been estab lished to ensur e the prominent and clarit y of the MAKE UP FOR EVER. It is essential that the signatur e clear space r emain fr ee of all graphics, identites, photog -raphy and typo graphy for maximum brand recognition.

MAKE UP FOR EVER

x

x

x

x

x x

5

-

-

5

Minimum Size

Minimum size refers to the smallest size at which the MAKE UP FOR EVER signature may be reproduced and still maintain legibility.

To ensure its legibility, the minimum reproduction size of the MAKE UP FOR EVER signature is .25 ” in height for print applications and 3/8” in height for web and electronic media. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.

Minimum size for print applications

MAKE UP FOR EVER

.25” .25”

MAKE UP FOR EVER

Minimum size for screen applications

MAKE UP FOR EVER

3/8”

6

Signature Colors

When reproducing the signature under some cirumstances, challenges may be anise. To procide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. There is only one signature with multipe color variations.

Whenever possible use full-color dimensional version of the signature. It is provided in 10-color process (CMYK for print applications) and RGB for electronic use.

MAKE UP FOR EVER

MAKE UP FOR EVER

1 color positive signatur e

10-color process dimensional signatur e

Application Examples

Stationery System

Our visual identity: most important marketing tools-extends to all our stationery items, maintaining a unified representation of our company. Our stationery system is simple and functional .

12

37 rue de Liè ge 75008 P aris France

[email protected]

P: 0033 153059343

F: 0033 153059342Dear Make-Up Forever Customer:

BOUTIQUE OPENING IN JAKARTA

Make-Up Forever brings to Jakarta its first uplifted exclusive boutique conc ept worldwide!

This new boutiqu e, with its backst age studio design embodies M ake-Up Forever's ambition to p rove

itself as the “g o-to” ma keup brand that cap tivates so m any and offers mo re than 1,200 produc ts.

Actually, it’s much more about shopping experience, sharing tips and k nowledge than me rely buying

makeup. Education is d eeply rooted in the brand DNA. To answering the expressed needs of thou-

sands of women asking for makeup course s, Make-Up Forever has focused one-one m akeup lessons.

Your personal t rainer will use a tou ch-enabled “Smart Board” to help you visualize the topic at han d.

Grand Opening pa rty is slotted for November 5th, 2010.

hopefully , you can come to the Opening pa rty and enj oy the par ty time with u s!

Sincerely,

Make-Up Forever Customer S ervice

MAKE UP FOR EVER

Mélanie Teixeira Assistant

37 rue de Liège 75008 Paris France

[email protected]

P: 0033 153059343 F: 0033 153059342

MAKE UP FOR EVER

37 rue de Liè ge 75008 Paris France

MAKE UP FOR EVER

P › 55


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 56


Make-Up Forever

Make-Up Forever

Make-Up Forever

Make-Up Forever

Make-U

p Forever

Make-Up Forever

Make-U

p Forever

Make-U

p Forever

Make-Up Forever

Make-Up Forever

Ma

Make-Up Forever

Make-Up Forever

Make-Up Forever

P › 57


› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›

P › 58


P › 59


P › 61

The purpose of this project was to design a table or wall clock for a

sustainable company. Post-it Notes were created by accident, solving a

problem without intending to. Dr. Spencer Sliver invented a glue that

didn't seem to succeed, but it found a new use. Put on paper, it could be

reusable. Today, the Post-it Brand boasts more than 4,000 unique products

and has become one of the most well-know and beloved brands in the

world. The Post-it Clock is a table clock that combines all characteristics

and advantages from Post-it Notes. The Post-it Clock includes a magnetic

clock base, four magnetic color blocks, four magnetic transfer blocks, and

four magnetic pattern blocks in a box. The Post-it Magnetic Clock allows

you to create your own visual clock for customers.

Post It Clock

Clock Packaging

Magnet Set

Matter of Time

POST IT CLOCK Creative

Playful

Colorful

Post-it

Notes

Writing

Useful

Ideas

Popular

Design

Daily

Movable

Changeable

Reusable

8" by 8" Clock Four Pieces Magnets

P ROJ ECT 0 6 ›

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

12

9 3

6

..

COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time


P › 64

12

9 3

6

P › 65



P › 66

P › 67



P › 68

P › 69


colorful visualmoveable magnets

personal design

Clock

12

9 3

6

..

Clock

12

9 3

6

..

magnetic clock base

colorful visual

moveable magnets

magnetic color blocks

personal design

all ages people

A Post-it note is a piece of stationery with a re-aherable strip of adhesive on the back, designed for temporarily attaching notes to documents and other surfaces form Post-it Brand.

As the custom printed products, Post-it Clock is a new product that has combine with all characteristics and advantages form post-it notes. The Post-it Clock include a Magnetic clock base, 4 magnetic color blocks, 4 magnetic transfor blocks and 4 magnetic pattern blocks in box.

The magnetic clock give the chance for creative your own visual clock. One Clock with different looking, addtional magnetic blocks are avalible at each Post-it store and online store.

Additional Blocks Set

20110714000123

Post-it® Brand: 3360 North San Fernando RoadLos Angeles, CA 90065

© 3M 2011. All Rights Reserved.


P › 70

colorful visualmoveable magnets

personal design

Clock

12

9 3

6

..

Clock

12

9 3

6

..

magnetic clock base

colorful visual

moveable magnets

magnetic color blocks

personal design

all ages people

A Post-it note is a piece of stationery with a re-aherable strip of adhesive on the back, designed for temporarily attaching notes to documents and other surfaces form Post-it Brand.

As the custom printed products, Post-it Clock is a new product that has combine with all characteristics and advantages form post-it notes. The Post-it Clock include a Magnetic clock base, 4 magnetic color blocks, 4 magnetic transfor blocks and 4 magnetic pattern blocks in box.

The magnetic clock give the chance for creative your own visual clock. One Clock with different looking, addtional magnetic blocks are avalible at each Post-it store and online store.

Additional Blocks Set

20110714000123

Post-it® Brand: 3360 North San Fernando RoadLos Angeles, CA 90065

© 3M 2011. All Rights Reserved.

P › 71


The purpose of this project was to design a promotional gift package that

one would receive from a type foundry upon purchase of the typeface.

The job was to design a package of typefaces with one main typeface

and its family to develop a concept form. A type study was done for the

main typeface and its family and various styles to develop a description

word that best represented that characteristic of the chosen face. I chose

a slab-serif typeface with a nice direction called CALLUNA. I used eye

movement as a concept to develop the typography promotional gift

package. The gift package includes a promo book, specimen book, poster,

website and typography kinetic video.

Promo Book

Specimen Book

Poster

Kinetic Videos

See it All

CALLUNA Slab-serif

Display Qualities

Eye Direction

Human Mind

Human Emotion

Human Brain

Reading

Movement

Memory

Record

Emotion Effects

Visual Memory

Mind's Eye

Eye Function

Poster: 24" by 36"

Book: 8" by 10"

Video: 24 Stor yboard Frames

Perfect Bound

P ROJ ECT 07 ›

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All

P › 73


P › 74


P › 75


P › 76


P › 77


P › 78


P › 79

‹ ‹ ‹ ‹ ‹

‹‹‹ ‹‹

~C all un a~

Font Family

FoundryUnique face

Glyphs

a

∫

<<< <<CAP HEIGHT

calluna regular_⁵⁹⁰pt/²⁵.

CAP HEIGHT

calluna light_⁴⁸pt/⁵.

LOWERCASE

calluna bold_⁶⁰pt/⁰.

LOWERCASE

calluna italic_⁷²pt/⁵.

CAP HEIGHT

calluna black_⁶⁰pt/⁰.

LOWERCASE

calluna semibold_³⁶pt/⁰.

<<< <<

Font Family

FoundryUnique face

Glyphs

a

∫

<<< <<

| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

slab serif test on MUSEO

some sort of direction

02 11 308 0 4

calluna “N” flipped verti-cally to see the direc-tions better


P › 80


P › 81


P › 82


P › 83


P › 84


P › 85


P › 86


P › 87


P › 88


P › 89


P › 90

<<< <<


P › 91

OU r m

| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

eye dircection

visual experience

visual memory

photographic memory

mind’s eye

objectspeople

places

touch

anger

0_00

‹ ‹ ‹ ‹ ‹

memory

happiness

sadness

<<< <<

visual memory

photographic memory

our mind’s eye

objects

people

places

touch

anger

‹ ‹ ‹ ‹ ‹

memory

happiness

sadness

<<< <<

our mind’s eyetouch

anger

happiness

<<< <<

Ca llu na~‹‹‹ ‹‹

02 11 308 0 4

~Ca llu na~

‹ ‹ ‹ ‹ ‹

// Calluna Regular

1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

02 11 308 0 4

~Ca llu na~

‹‹‹ ‹‹

exljbrics

font foundry

02 11 308 0 4

~Ca llu na~

// Calluna Regular 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Bold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Semibold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Semibold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

‹ ‹ ‹ ‹ ‹02 11 308 0 4

CAP HEIGHT

calluna regular_²²⁰pt/²⁵.

OU r m ind ’S ey e LOWERCASE

calluna italic_⁷²pt/⁵.

CAP HEIGHT

calluna black_⁶⁰pt/⁰.

CAP HEIGHT

calluna light_⁵⁴pt/⁵⁰.

LOWERCASE

calluna bold_⁶⁷pt/⁰. | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

slab serif test on MUSEO

some sort of direction

02 11 308 0 4

calluna “N” flipped vertically to see the directions better

02 11 308 0 4

~Ca llu na~‹ ‹ ‹ ‹ ‹

ˆ̂ˆ

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P › 92

‹ ‹ ‹ ‹ ‹

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02 11 308 0 4

A slab serif text face with a nice direction by Jos Buivenga. exljbris Font Foundry

exljbricsfont foundry

// Calluna Regular _⁸pt/²⁵.

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02 11 308 0 4

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02 11 308 0 4

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eye direction~

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MLOWERCASE

calluna semibold_³⁰⁶pt/¹⁵⁸.


MLOWERCASE

calluna semibold_³⁰⁶pt/¹⁵⁸.

calluna light_¹⁴pt/ ²⁰. ~ calluna regular_¹⁴pt/ ²⁰. ~ calluna semibold_¹⁴pt/ ²⁰. ~ calluna bold_¹⁴pt/ ²⁰. ~ calluna black_¹⁴pt/ ²⁰.

calluna italic_¹⁴pt/ ²⁰. ~ calluna semibold italic_¹⁴pt/ ²⁰. ~ calluna bold italic_¹⁴pt/²⁰.

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 aM M


P › 93


P › 94

Vis

ual

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ory

is p

art

of m

emor

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eser

vin

g so

me

char

acte

rist

ics

of o

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ense

s pe

rtai

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g to

vis

ual

expe

rien

ce. W

e ar

e ab

le t

o pl

ace

in m

emor

y in

form

atio

n t

hat

rese

mbl

es o

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ts, p

lace

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nim

als

or p

eopl

e in

sor

t of

a m

enta

l im

age.

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e au

thor

s re

fer

to t

his

expe

rien

ce a

s an

"ou

r m

ind'

s ey

e" t

hrou

gh w

hich

we

can

ret

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om o

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emor

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men

tal i

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al

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pe

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h di

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seri

f ty

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ith

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ice

dire

ctio

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type

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bo

rn m

ore

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ccid

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whe

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he d

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tion

idea

to

shap

e th

e ch

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ters

. He

thou

ght

that

may

be i

t co

uld

help

the

eye

a b

it t

o m

ove

easi

er i

n th

e di

rect

ion

in w

hich

on

e re

ads.

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the

end

it a

ll ca

me

dow

n to

find

ing

the

bala

nce

in a

typ

efac

e be

twee

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bust

ness

to

func

tion

as

a t

ext

face

tex

t an

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ving

eno

ugh

refin

emen

t to

look

goo

d as

dis

play

font

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Vis

ual

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ory

…

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star

tin

g po

int

for

Cal

lun

a.

06 1

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98 8

//

Cal

lun

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<<< <<

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Vi s

ua ll

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is p

art

of m

emor

y pr

eser

vin

g so

me

char

acte

rist

ics

of o

ur s

ense

s pe

rtai

nin

g to

vis

ual

expe

rien

ce. W

e ar

e ab

le t

o pl

ace

in m

emor

y in

form

atio

n t

hat

rese

mbl

es o

bjec

ts, p

lace

s, a

nim

als

or p

eopl

e in

sor

t of

a m

enta

l im

age.

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e au

thor

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fer

to t

his

expe

rien

ce a

s an

"ou

r m

ind'

s ey

e" t

hrou

gh w

hich

we

can

ret

riev

e fr

om o

ur m

emor

y a

men

tal i

mag

e of

th

e or

igin

al

obje

ct,

pl

ace,

an

imal

or

pe

rson

.

Cal

lun

a is

a t

ext

face

wit

h di

spla

y qu

alit

ies.

A s

lab-

seri

f ty

pefa

ce w

ith

a n

ice

dire

ctio

n. T

his

type

face

was

bo

rn m

ore

or l

ess

by a

ccid

ent

whe

n Jo

s B

uive

nga

desi

gnin

g M

useo

. Jos

Bui

veng

a en

ded

up w

ith

usin

g th

e id

ea f

or s

omet

hing

he

alw

ays

wan

ted

to d

o. A

–rat

her

seri

ous–

text

fac

e. Jo

s us

ed t

he d

irec

tion

idea

to

shap

e th

e ch

arac

ters

. He

thou

ght

that

may

be i

t co

uld

help

the

eye

a b

it t

o m

ove

easi

er i

n th

e di

rect

ion

in w

hich

on

e re

ads.

In

the

end

it a

ll ca

me

dow

n to

find

ing

the

bala

nce

in a

typ

efac

e be

twee

n ro

bust

ness

to

func

tion

as

a t

ext

face

tex

t an

d ha

ving

eno

ugh

refin

emen

t to

look

goo

d as

dis

play

font

.

Vis

ual

Mem

ory

…

A

star

tin

g po

int

for

Cal

lun

a.

06 1

0 1

98 8

//

Cal

lun

a.

<<< <<

~

Vi s

ua ll

y

re

call

you

r

expe

rie

n c

e~

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12

34

56

78

90

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78

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lluna

ital

ic_¹

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& ca

lluna

bol

d ita

lic_⁸

pt/⁵

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callu

na li

ght_

¹²pt

/³⁰⁰

& ca

lluna

sem

ibol

d ita

lic_¹

²pt/

³⁰⁰.

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Bb

Cc

Dd

Ee

Ff

Gg

Hh

Ii

Jj K

k L

l M

m N

n O

o P

p Q

q R

r S

s T

t U

u V

v W

w X

x Y

y Z

z:c

allu

na r

egul

ar_¹

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²⁰⁰

}Ă

ĀĄ

Ǻă

āą

ǻǼ

ǽĆ

ČĈ

Ċć

čĉ

ċĎ

Đď

đĔ

ĚĖ

ĒĘ

ĕě

ėē

ęĞ

ĜĢ

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ĝģ

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P › 95

The purpose of this project was to develop and design packaging for a new

series of baby brands to redefine the image of the Sears department store.

This line of package design is one of ten that were developed by myself

and my group of four other students as a series of baby brands directed

at creating this new consumer image of Sears. Once the top department

store in the country, Sears is seen in today's marketplace as a cheap and

inconsistent solution for one-step shopping. Most of its focus is now on

baby supplies. The baby product line we developed includes baby bath,

baby home, baby care and baby toys.

Package Boxes

Product Labels

Store Hanger Labels

Child of Mine

ELEMENOPEA Quality

Professional

Friendly

Simple

Color

Style

Useful

Clear

Playful

Shape

Vivid

20 Items

Five Boxes

P ROJ ECT 0 8 ›

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine

Bright Colors

Easy to Remember

Clear Function

P › 97


P › 100


P › 101


P › 102


P › 103


P › 104


P › 105


P › 106


P › 107


P › 108


P › 109


P › 110


P › 111


P › 112


P › 113


P › 114


P › 115

3 yrs+wooden non-toxic baby gym

ALL NATURAL ORGANIC RECYCLED RUBBER WOOD

wooden non-toxic baby gym


For the people who value craftsmanship, quality and enjoyment,

every one of our toys is carefully crafted with non-toxic paint,

child safe design and most are imported from Europe or made

domestically in the US. We guarantee the quality of our toys.

Wood Workers Toy lets you share treasured moments with your

child that will be remembered forever.

Toddle Wagon and WalkerBaby Gym

Stacking RingsBaby Hammering Block Toy

Baby Mula Abacus

��

Features a sturdy design structure to optimize child safety. Under the Green Concept Design selects only materials and manufacturers utilizing a minimal waste concept. This long-term commitment to social programs promotes healthy child development and environmental protection. All toys are made using chemical free, kiln-dried recycled rubberwood and designed with water based non-toxic colors as accent. A small wooden playthings can produce big change.

reaching out for toys stimulates a baby's development of hand-eye coordination.

3yr+


Toddle wagon and walk er

Award winning Walker Wagon aids children in moving. Includes a seat to push their favorite plush toy or doll and convenient pocket for toy storage. Strength of brake can be adapted to suit user. Sturdy construction, rubber tires on steel rims. The walker wagon aids children in moving. The seat allows brother and sister to ride along.

tires on steel rims.

For the people who value craftsmanship, quality and

from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys. Wood Workers Toy lets you share treasured moments with your child that will be remembered forever.



Baby Mula Abacus

by sears $10.99

the casters can be set to roll

the child walks more steadily.

the handle can be moun ted

upright it pr ovides be st support for a beginner .


Toddle wagon and walk er

3y rs+classic wooden abacu s


classic wooden abacu s


collection of wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys.

Toddle Wagon and Walker | Baby Gym | Stacking RingsBaby Hammering Block Toy | Baby Mula Abacus

by sears $9.99


P › 116


plan toy stacking ring

12M+


baby wooden plan toys

For the people who value craftsmanship, quality

wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys. Wood Workers Toy lets you share treasured moments with your child that will be remembered forever.



Baby Mula Abacus

by sears $5.99

honors a tradition with this beautiful version of the classic stacking rings

our toys and play sets have real world functionality which encourages creative play in a positive learning environment

explore counting color and size while playing with this toy as a safety precaution the central rod is collapsible

Plan Toy Stacking Ring honors a tradition with this beautiful version of the classic stacking rings. This "old world" styled rendition reminds us that there is virtue in simplicity. Stack the colored rings in any order on the wooden pole. The child discovers basic math concepts and learns about color, counting and size while playing. The pole will collapse if the rings aren't on the pole.

18M+

ALL NATURAL ORGANIC RECYCLED RUBBER WOO D

ba by hammering block t oy

Incredible value and superior craftsmanship make this toy a childhood favorite. Pound the eight wooden pegs into the wooden bench, then flip it over to repeat again and again! Wooden hammer included.

brightly colored, smooth-sanded pieces help build early shape,

wooden Hammer included, recommended Age Rating is 18 months and up

ALL NATURAL ORGANIC RECYCLED RUBBER WOO D

ba by w ooden plan t oy

collection of wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys.

Toddle Wagon and Walker | Baby Gym | Stacking RingsBaby Hammering Block Toy | Baby Mula Abacus

by sears $6.99


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To create brand identity through product research. These are some of the

logos that I have worked on over the past few years. The logos are designed

through the process of research, thumbnails, refined versions, black and

white variations, color studies and final designs. In the following pages

you will see the various iterations of the logos that I have created.

Color Visual

Black and White Visual

Hit the Mark

LOGOS Sketch

Research

Thumbnails

Creative

Digital Visual

Style

Unique

Color Bar

Simple

Strong

Clear

Logos: 2 .5" by 2"

P ROJ ECT 0 9 ›

OBJECTIVE ›

CONCEPT ›


VISUAL IDEA ›

09 › Hit the Mark

Usable

Powerful

Interesting

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HARAJUKUCREPE

HARAJUKUCREPE

MAKE UP FOR EVER


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HARAJUKUCREPE

HARAJUKUCREPE

MAKE UP FOR EVER

09 › Hit the Mark

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09 › Hit the Mark

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Castle House


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09 › Hit the Mark

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FAMILY ›

To my mother Xuelan Xu, father Chuansheng Liu, brother Zhenghan

Xu, s ister in law Yingpin Wang, nephew Lawrence Liu, my loving

dog Jojo Xu, and rabbit Lucas Xu.

FACULTY ›

To Mar y Scott , Tom McNulty, Ariel Grey, Darrel l Hayden, Andrew

Johnson, Harrison Doris , Brown Jul ia , Carol ina De Bartolo, Chris

Scott , Andrea Pimentel , and Andrea Pino.

FRIENDS ›

To Qianqian Meng, Angie Zhou, Dong Yan, Ken Zheng, Yin Bo,

and Rachael Huang, Bingxin Xie , Dee Shin, El l iott Tran, Lauren

Hunziker, and Shawn Daut.

SERVICES ›

To The Key Printing and Binder y, Cal i fornia Model , Alexanders

Book Store, Patr icks & Co. , Amazon, Flax, Kel ly Paper, Paper

Source, Copy Center San Francisco and Plotnet .

Thank You

Documents

Breaking it Down