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ZHIYU CHENG
I N T E R N AT I O N A L S T Y L E P O S T E R S
WE ALWAYS KEEP OUR KNIVES SHARPENED.
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VISUAL CHEF
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VISUAL CHEF
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2017 Zhiyu Cheng
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior consent of Zhiyu Cheng.
FOR THE PEOPLE I LOVE
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International Style Posters
10/27 28/51 52/67 68/97 98/11 3 Pan Am Revival
Peach Blossom Cups
Always With You Film Festival
Solo Travel Experience
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VISUAL CHEF
CONTENTS
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A DESIGNER, LIKE A CHEF, ALWAYS KEEPS THEIR KNIVES SHARPENED, IS AGILE WITH THEIR HANDS, IS CREATIVE, DOESN’T HESITATE TO TRY NEW THINGS AND CAN GO FOR HOURS WITHOUT A BREAK.
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WE ALWAYS KEEP OUR KNIVES SHARPENED.
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Objective /
This course will explore existing modern
typographical ideas and techniques and attempt to expand on students’ typographical range. Students will investigate the communication of content and the emotional qualities of text.
event, tribute, or lecture series. Describe the event as a whole and determine three main topics to be discussed or featured, one topic for each poster. The main type image will entail letters you ‘draw’ or create. This can be anything. It can be made of leaves, hair, margarine, or photographed letters submerged in water. Anything can work as long as it makes sense for the concept you’re working on,
International Style Posters
and as long as it conveys the message properly.
I N T E R N AT I O N A L S T Y L E P O S T E R S
This project asked us to create a set of
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Background /
posters using an architecture themed conference,
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Concept /
I chose The International Style as my
theme, and summarized the characteristics of The International Style to make a series of posters. The typical characteristics of International Style
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buildings include rectilinear forms, plain surfaces that are completely devoid of applied ornamentation, and open, even fluid, interior spaces. Based on that, I chose glass, metal and wood as the main materials for the letters.
Project Focus
Experimental Typography
Semester
Fall 2015
Key Words
Linear, Open, Flat
Class
Type Experiments
Instructor
Kathrin Blatter
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VISUAL CHEF I N T E R N AT I O N A L S T Y L E P O S T E R S
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WE ARE CREATIVE.
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The goal of this course is to visually
VISUAL CHEF
Objective /
and verbally understand identity and branding as it relates to a variety of businesses and their organizational structures. Students will investigate what defines the personality, identity and substance
Background /
The rebranding objective is to rebrand
a dying or defunct company and create an identity that would feel contemporary, while still being
Pan Am Revival
respectful of the brand’s rich heritage.
PA N A M R E V I VA L
execution of brand and identity programs.
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of these businesses through the creation and
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Concept /
The mission of Pan Am is to provide the
best travel experience and affordable travel with limitless possibilities. Therefore, my design tends to reflect cultural exchange, cultural inclusiveness and
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cultural diversity. My final solution used symbolic geometric figures to represent cultural exchange. The choice I made successfully demonstrated the mission of Pan Am.
Project Focus
Branding, Identity
Semester
Fall 2016
Key Words
Culture, Sharing
Class
The Nature of Identity
Instructor
Hunter Wimmer
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One you understand and appreciate other people's cultural backgrounds, then you can also connect with them more.
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WE WORK WELL WITH OUR HANDS.
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The purpose of this project is to enhance
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Objective /
the impact of Starbucks in the Chinese market, hoping to define the dominant position of Starbucks in the Chinese market through an artistic touch, and also by expressing the romantic feeling of the
Coffee giant Starbucks wants to unveil
The peach blossom symbolizes a romantic spirit and the current cup needs to be refreshed and updated to emphasize a premium feeling and uniqueness,
Peach Blossom Cups
with an artistic touch.
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Background /
a new “Peach Blossom Cup� for its China market.
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Chinese New Year holiday.
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I chose warm colors, in combination with the
feeling of the holiday. I directed a watercolor artist to create a group of peaches based on my guidelines.
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Concept /
soft texture of the watercolor, to express the romantic
Project Focus
Illustration, Motif
Semester
Fall 2015
Key Words
Handrawn, Watercolor
Client
Starbucks
Designer
Zhiyu Cheng
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WE DON’T HESITATE TO TRY NEW THINGS.
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Interdisciplinary challenges increasingly
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define designers’ day-to-day lives. This advanced course will explore the process, purpose and necessity for developing fully integrated messaging across any medium. Students will draw upon their creative
Background /
The Giuseppe Tornatore festival is
presented as one of the most important annual showcases in San Francisco, focusing on the theme of memories. It strives to present the best films directed by Tornatore, providing insight into the beauty, loving touch and indelibility of his
Always With You Film Festival
film world.
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multifaceted project, in the form of an integrated system promoting a film festival.
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abilities to identify, manage and deliver a complex,
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Concept /
Memories are the only things that don’t
change when everything else does. They will always be there. But it is important to live in the present because you can never relive your past. I try to
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picture the memories of the films. Different movies have different expressions of memory. I used blurred vintage visual effects to express the feeling of memory.
Project Focus
Film Festival Promotion
Semester
Spring 2016
Key Words
Memory, Vintage
Class
Integrated Communications
Instructor
Hunter Wimmer
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G IU SE P P E TORNATORE , P H OTOG RAP H BY ATO D
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Memories are the only things that don’t change when everything else does. They will always be there. But it is important to live in the present because you can never relive your past.
A LW AY S W I T H Y O U F I L M F E S T I V A L
PROJECT 1 2 3 4 5
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WE CAN GO FOR HOURS WITHOUT A BREAK.
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This course investigates how research and
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Objective /
audience understanding create successful interactive projects that can enhance a user’s experience with a brand. In this class, research and design strategies align a brand with a series of design communication
Solo traveling can be the ultimate in
some moments when even the most independent
Solo Travel Experience
traveler needs a little company.
T R AV E L E X P E R I E N C E
Background /
self-indulgence, and it’s wonderful, but there are
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that engage an audience.
S O LO
solutions. Students design multimedia deliverables
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Concept /
The single travler can’t enjoy some pulic
organization discounts, like museums or theater, because the discounts are all for groups. If you go alone, you can’t enjoy as many dishes as you can
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with a group at a restaurant. For example there is an awesome pizza shop but they don’t serve slices, and it’s such a waste to buy the whole pizza. The app’s job is to let people find like-minded friends, or find good places to go.
Project Focus
User Interface, User Experience
Semester
Spring 2016
Key Words
Travel, Places
Class
Nature of Interaction
Instructor
Michael Taylor
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THANK YOU, TO THE MYRIAD OF INCREDIBLE CONTRIBUTORS FOR THEIR THOUGHTS AND HELP WITH MY PROJECTS.
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Kathrin Blatter Phillip Hamlett Michael Taylor Wioleta Kaminska Susan Pasley Mary Scott
GLA 615 02: HISTORY OF GRAPHIC DESIGN / Michael Kilgore GR 616 03: MS: MAKING IDEAS VISIBLE / Michael Kilgore GR 617 02: MS: TYPE FORMS / John Nettleton GR 618 01: MS: VISUAL LITERACY / Hunter Wimmer GR 619 02: MS: TYPE COMPOSITION / Andrew Loesel GR 601 02: MS: TYPE SYSTEMS / David Hake GR 605 01: MS: DIGITAL DESIGN STUDIO / Bob Slote GR 620 02: MS: VISUAL THINKING / Sandra Isla GR 613 02: MS: TYPE EXPERIMENTS / Kathrin Blatter GR 600 01: MS: VISUAL COMMUNICATIONS LAB / Phillip Hamlett GR 360 01: GRAPHIC DESIGN 3: NATURE OF INTERACTION / Michael Taylor GR 612 02: MS: INTEGRATED COMMUNICATIONS / Hunter Wimmer GR 435 01: TYPOGRAPHY IN MOTION / Wioleta Kaminska GR 604 02: THE NATURE OF IDENTITY / Hunter Wimmer GR 700 02: MA PORTFOLIO SEMINAR / Mary Scott
PROJECT 1 2 3 4 5
Michael Kilgore John Nettleton Hunter Wimmer Andrew Loesel David Hake Bob Slote Sandra Isla Daniel Lang
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thank you.
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程
至宇 PROJECT 1 2 3 4 5
Zhiyu (Chris) Cheng is a graphic designer based in San Francisco. He believes that every project should be reflective of its true form and speak volumes with simplicity. He likes working with brands that are built on a strong idea, even starting with some weird ideas. This allows for a highly conceptual and purposeful approach that helps give design strength and cohesion. Consistently, his goal is to create clean, beautiful, iconic, graceful design that is catered to fit each client.
Academy of Art University 79 New Montgomery Street San Francisco, CA 94105
Semester
Spring 2017
Class
MA Portfolio
Instructor
Mary Scott
Book Title
Visual Chef
Cover
Image Wrap Matte Finish
Text Stock
Proline Uncoated 100#
Printer
Blurb
Bindery
Blurb
Typefaces
Mercury / Akzidenz-Grotesk
Camera
Hasselblad Stellar
Photography
Zhiyu Cheng, Robert Greatrix, Konstantin Kolosov, Hugh Adams
CHENGZHIYUART.COM
ZHIYU CHENG
VISUAL CHEF
(415) 794 9529 chengzhiyuart@gmail.com
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* ZHIYU CHENG AAU 2017 *