Portfolio zhiyu cheng

1

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.

PROJECT 1 2 3 4 5

VISUAL CHEF

ZHIYU CHENG

PORTFOLIO 2

ZHIYU CHENG

VISUAL CHEF

Š

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

6 PORTFOLIO ZHIYU CHENG

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

7

VISUAL CHEF

CONTENTS

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 8

9 VISUAL CHEF PROJECT 1 2 3 4 5

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.

10 PORTFOLIO ZHIYU CHENG

WE ALWAYS KEEP OUR KNIVES SHARPENED.

11 VISUAL CHEF

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

PROJECT 1 2 3 4 5

Background /

posters using an architecture themed conference,

12 PORTFOLIO

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

ZHIYU CHENG

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

13

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 14

15

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 16

17

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

PROJECT 1 2 3 4 5

18

ZHIYU CHENG

PORTFOLIO

19

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 20

21

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 22

23

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 24

25

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 26

27

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

PROJECT 1 2 3 4 5

WE ARE CREATIVE.

28

29

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.

PROJECT 1 2 3 4 5

of these businesses through the creation and

30 PORTFOLIO

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

ZHIYU CHENG

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

31

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 32

33

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

35 VISUAL CHEF

One you understand and appreciate other people's cultural backgrounds, then you can also connect with them more.

PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 36

37

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 40

41

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 42

43

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

44

ZHIYU CHENG

PORTFOLIO

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

PROJECT 1 2 3 4 5

45

ZHIYU CHENG

PORTFOLIO 46

47

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 48

49

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 50

51

VISUAL CHEF PA N A M R E V I VA L

PROJECT 1 2 3 4 5

52 PORTFOLIO ZHIYU CHENG

WE WORK WELL WITH OUR HANDS.

53

The purpose of this project is to enhance

VISUAL CHEF

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.

P E A C H B LO S S O M C U P S

Background /

a new “Peach Blossom Cup� for its China market.

PROJECT 1 2 3 4 5

Chinese New Year holiday.

54

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.

ZHIYU CHENG

PORTFOLIO

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

55

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 56

57

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 58

59

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 60

61

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 62

63

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 64

65

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 66

67

VISUAL CHEF P E A C H B LO S S O M C U P S

PROJECT 1 2 3 4 5

68 PORTFOLIO ZHIYU CHENG

WE DON’T HESITATE TO TRY NEW THINGS.

69

Interdisciplinary challenges increasingly

VISUAL CHEF

Objective /

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.

A LW AY S W I T H Y O U F I L M F E S T I V A L

multifaceted project, in the form of an integrated system promoting a film festival.

PROJECT 1 2 3 4 5

abilities to identify, manage and deliver a complex,

70 PORTFOLIO

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

ZHIYU CHENG

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

71

VISUAL CHEF 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

PORTFOLIO

G IU SE P P E TORNATORE , P H OTOG RAP H BY ATO D

ZHIYU CHENG 72

73

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 74

75 VISUAL CHEF

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

ZHIYU CHENG

PORTFOLIO 76

77

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 78

79

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 80

81

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 82

83

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 84

85

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 86

87

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 88

89

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 90

91

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 92

93

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 94

95

VISUAL CHEF 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

ZHIYU CHENG

PORTFOLIO 96

97

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

PROJECT 1 2 3 4 5

98 PORTFOLIO ZHIYU CHENG

WE CAN GO FOR HOURS WITHOUT A BREAK.

99

This course investigates how research and

VISUAL CHEF

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

PROJECT 1 2 3 4 5

that engage an audience.

S O LO

solutions. Students design multimedia deliverables

100 PORTFOLIO

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

ZHIYU CHENG

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

101

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO 102

103

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO 104

105

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO

107

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO 108

109

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO 110

111

VISUAL CHEF T R AV E L E X P E R I E N C E

PROJECT 1 2 3 4 5 S O LO

ZHIYU CHENG

PORTFOLIO 112

113

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

PROJECT 1 2 3 4 5

ZHIYU CHENG

PORTFOLIO 114

115 VISUAL CHEF PROJECT 1 2 3 4 5

THANK YOU, TO THE MYRIAD OF INCREDIBLE CONTRIBUTORS FOR THEIR THOUGHTS AND HELP WITH MY PROJECTS.

ZHIYU CHENG

PORTFOLIO 116

117

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

VISUAL CHEF

thank you.

ZHIYU CHENG

PORTFOLIO 118

119 VISUAL CHEF

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

124 PORTFOLIO ZHIYU CHENG

* ZHIYU CHENG AAU 2017 *