YEARS
2015–2018 SCHOOL
Academy of Art University DEGREE
MFA School of Graphic Design and Digital Media C AT E G O R I E S
Branding Print Packaging UI/UX Illustration Photography
S e l e c t e d w o r k s o f S e l i n a Wu
Spectrum A spectrum is a range of light going from invisible to visible. A spectrum is constituted of multiple colors, that shine on, and occupy our eyes. Metaphorically, a spectrum represents a new world with unlimited possibilities.
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S e l e c t e d w o r k s o f S e l i n a Wu
Spectrum
Selina Ping-Hsuan Wu Grpahic Designer selinawu.com salinwu@gmail.com +1 415-969-1771 Copyright Š 2018 by Selina Ping-Hsuan Wu. All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photo-copying, recording, or otherwise without the express written permission of the publisher.
This book is dedicated to my beloved family members
Fo r m e , t h e s p e c t r u m m e a n s u n l i m i t e d p o s s i b i l i t i e s
Introduction A spectrum is a range of light going from invisible to visible. A spectrum is constituted of multiple colors, that shine on, and occupy our eyes. Metaphorically, a spectrum represents a new world with unlimited possibilities. A good designer is like a good problem solver, and to offer a new perspective to amplify the value of design. I want to explore the unlimited possibilities of design with a great passion, continuously illuminating and contributing to this world.
TA B L E O F C O N T E N T S
Project one
Wave of the Future Project two
Play Pause Play Project three
People and the Sea Project four
Stop Cyberbullying Project five
Build for Sustainability
Table of Contents Project six
The Dark Side Project seven
Generate New Ideas Project eight
Raise Your Glass Project Nine
Definition of Life MFA Thesis Project
Nothing but Hugs
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P R OJ E C T
Re-branding Boys+Girls Clubs of America I N S T R U C TO R
Hunter Wimmer CLASS
Nature of Identity YEAR
2017 KEYWORDS
Innovation Education Sociality C AT E G O R I E S
Branding Visual Identity Web Design
Project one
Wave of the Future OBJECTIVE
Select a defunct or dying company and redesign its brand identity with an expanded future vision. The main goal of this project is to create a new visual identity based on the original brand mission and spirit. S T R AT E G Y
I emphasized Boys & Girls Clubs of America original dedication to a larger possibility in different fields. For new visual identity, I designed a new logo and website, as well as other deliverables to emphasize BGCA’s foundational mission of providing a supportive environment and positive community, creating a solid foundation for children, and giving them the opportunity to reach their full potential.
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Play Pause Play I N S T R U C TO R
Christopher Morlan CLASS
Integrated Communication YEAR
2017 KEYWORDS
Film Festival Independent Film C AT E G O R I E S
Branding Print Design Packaging Design Event Editorial Design
Project two
Play Pause Play OBJECTIVE
Create a film festival of a chosen movie director. Extract a theme that ties together all of the director’s select films and creates a cohesive visual system through various film festival materials. S T R AT E G Y
To showcase Jim Jarmusch’s most idiosyncratic movies, including Stranger Than Paradise(1984), Night on Earth (1991), Broken Flowers(2005), Only Lovers Left Alive(2013), and Paterson(2016). His films are based on ordinary people and their lives with a unique, poetic performance technique. The approach is to create a visual system from the director’s personality and expressions.
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P L AY P AUS E P L AY PAUSE
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PEOPLE AND THE SEA
P R OJ E C T
Sea Fre e I N S T R U C TO R
Da v i d Hak e CLASS
Vis ua l T h i n k i n g YEAR
2016 KEYWORDS
Sust a i n ab l e Mot i vat i o n En v iro n m e n t al C AT E G O R I E S
Event Bra n d i n g Vis ua l Id e n t i ty
Project three
People and the Sea OBJECTIVE
Identify a problem and create engaging solutions based on design process. Conduct research, investigate various relevant audience and stakeholders and integrate visual elements in a variety of media that work together as a cohesive design system. S T R AT E G Y
It is important how people view, manage and use oceans, seas and marine resources. “Sea Free� is a brand I created to promote sustainable seafood. Sustainable seafood represents a healthy relationship with our oceans that can endure forever. We provide the seafood guide to give people better ideas about sustainable seafood and how to choose and cook it.
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HUGS Anti-cyberbullying App I N S T R U C TO R S
David Scott Paul Derby CLASSES
T hes i s 2 Nature of Interaction YEAR
2017 KEYWORDS
Innovation Education Sociality C AT E G O RY
UI/UX Design
Project four
Stop Cyberbullying OBJECTIVE
Create a mobile app that solves a specific problem. This project requires thorough research, prototype testing, user journeys, and a well-considered UX/UI design. S T R AT E G Y
According to the Cyberbully Research Center, approximately 20% of students report experiencing cyberbullying in their lifetimes, and adolescent girls are specifically likely to be victims. HUGS App is a role-play game about cyberbullying between teenage girls and their school life. The app provides necessary cyberbullying information. Users go through different scenarios to understand cyberbullying and are willing to stand up to fight cyberbullying together.
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LEED Lecture Poster Series I N S T R U C TO R
Kathrin Blatter CLASS
Type Experiments YEAR
2017 KEYWORDS
Green Building Sustainable Environmental C AT E G O RY
Typography
Project five
Build for Sustainability OBJECTIVE
Design a set of three posters for a hypothetical architectural event or lecture series. The goal of this project is to experiment with typography through the use of physical materials. Each poster expresses the relationship with spatial architectural characteristics. S T R AT E G Y
I chose to design three posters on a LEED lecture series that explore the structure of design efficiency, including energy efficiency, water efficiency, and materials efficiency by using multiple elements to create handmade letter forms.
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THE DARK SIDE
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P R OJ E C T
Bullying Beyond the School I N S T R U C TO R
Kathrin Blatter CLASS
Type Experiments YEAR
2017 KEYWORDS
Media Cyberbullying Mentality C AT E G O R I E S
Typography Web Design
Project six
The Dark Side OBJECTIVE
Create an opinion website which expresses a strong personal viewpoint with design creativity using experimental typography. The website has to be a live site and built with Adobe Muse. S T R AT E G Y
After research, I chose the topic “Bullying beyond the school” to express my thought that cyberbullying is a massive issue for teens. For this website, I try to combine victims’ feeling with the indifferent digital world by using glitches, blanks, gifs, and fluorescent tones to display indifferent, psychedelic, and nonviable scenes.
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G E N E R AT E N E W I D E A S
P R OJ E C T
Generate Design Conference I N S T R U C TO R
John Nettleton CLASS
Type Systems YEAR
2016 KEYWORDS
Conference Web Design C AT E G O R I E S
Event Branding
Project seven
Generate New Ideas OBJECTIVE
Design the conference materials for a hypothetical or actual design conference. The goal is not only to challenge a designer’s ability to demonstrate conceptual and visual design skills but also to show typographic capability all in a highly flexible design system. S T R AT E G Y
I chose a conference called Generate, which is an annual design conference. The Generate conference is a source of inspiration, education and networking opportunities for all web and graphic designers. I used fluorescent colors and linear patterns to create a steady visual system with futuristic features.
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R A I S E YO U R G L A S S
P R OJ E C T
Fillmore Spring Wine Walk I N S T R U C TO R
Hunter Wimmer CLASS
Visual Literacy YEAR
2016 KEYWORDS
Event Wine C AT E G O R I E S
Branding Editorial Design
Project eight
Raise Your Glass OBJECTIVE
Choose a street sign and redesign it. Use the communication intent of the original piece and create a cohesive system of communication to serve this need. One of the challenges was to identify the intentions and apply then to the deliverables. S T R AT E G Y
I chose a poster for Fillmore 1st Wine Walk event. The tasting event included merchants offering wine samples inside their stores along Fillmore street. I integrated my handwriting with the watercolor paper splashed by wine to create the aromatic atmosphere. The final deliverables include posters, a booklet, and an app to intrigue potential customers to participate in the event.
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08
09
10
R A I S E YO U R G L A S S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
161
PROJEC T 01
162
02
03
04
05
06
07
08
09
10
R A I S E YO U R G L A S S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
163
PROJEC T 01
164
02
03
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09
10
R A I S E YO U R G L A S S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
165
PROJEC T 01
02
03
04
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10
DEFINING LIFE
P R OJ E C T
Williams-Sonoma 2015 Annual Report I N S T R U C TO R
John Nettleton CLASS
Type Systems YEAR
2016 KEYWORDS
Annual Report Data Visualization C AT E G O R I E S
Typography Editorial Design
Project nine
Defining Life OBJECTIVE
Design or redesign a hypothetical CSR or annual report for a company. The goal of this project is to show creative typographic skills with text, images, and infographics. S T R AT E G Y
Williams-Sonoma (WS) is a large retail company, which provides high-quality cookware and elegant, European style furniture. I tried to show a more modernist look and feel, and merge it with original WS style images that combine to create a playful layout with a large typeface to carry on the innovative spirit of this famous brand.
166
S PSPEC E C T RTRUM UM
P RO 0 1U 0 2 0 3 0 4 0 5 0 6 S EJ LEC I NTA W SELECTED WORKS 2015–2018
07
08
09
10
167
PROJEC T 01
168
02
03
04
05
06
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08
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10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
169
PROJEC T 01
170
02
03
04
05
06
07
08
09
10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
171
PROJEC T 01
172
02
03
04
05
06
07
08
09
10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
173
PROJEC T 01
174
02
03
04
05
06
07
08
09
10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
175
PROJEC T 01
176
02
03
04
05
06
07
08
09
10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
177
PROJEC T 01
178
02
03
04
05
06
07
08
09
10
DEFINING LIFE
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
179
PROJEC T 01
180
02
03
04
05
06
07
08
09
10
M FA T H E S I S
SELINA WU SELECTED WORKS 2015–2018
SPECTRUM
Hugs Anti-Cyberbullying Support Network
MFA Thesis “Unless and until our society recognizes cyberbullying for what it is, the suffering of thousands of silent victims will continue.” —Anna Maria Chavez, former chief executive officer of the Girl Scouts of the USA
181
PROJEC T 01
02
03
04
05
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09
10
N OT H I N G B U T H U G S
P R OJ E C T
HUGS Anti-cyberbullying Support Network I N S T R U C TO R S
Carolina De Bartolo Phil Hamlett David Scott CLASS
Thesis YEAR
2017-2018 KEYWORDS
Cyberbullying Education Sociality C AT E G O R I E S
Visual Identity Design Strategy UI/UX Design Thesis project
Nothing But Hugs OBJECTIVE
A Master’s thesis is a year-long exploration of a chosen topic that identifies a real-world problem. The purpose of the thesis is to analyze the problem and solve it through a graphic design approach. From distilling information to doing research and extracting insights for strategies, the designer will develop the solutions for the intended audience across multiple deliverables. S T R AT E G Y
HUGS Anti-cyberbullying Support Network aims to help teenage students, and their parents and educators deal with cyberbullying. We provide an informational website, anti-cyberbullying workshops for adults, and the HUGS app for teenage students to report instances of cyberbullying.
182
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
183
PROJEC T 01
184
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
185
PROJEC T 01
186
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
Anti-cyberbullying Support Network
187
PROJEC T 01
188
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
189
PROJEC T 01
190
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
191
PROJEC T 01
192
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
193
PROJEC T 01
194
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
195
PROJEC T 01
196
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
197
PROJEC T 01
198
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
199
PROJEC T 01
200
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
201
PROJEC T 01
202
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
203
PROJEC T 01
204
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
205
PROJEC T 01
206
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
207
PROJEC T 01
208
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
209
PROJEC T 01
210
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
211
PROJEC T 01
212
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
213
PROJEC T 01
214
02
03
04
05
06
07
08
09
10
N OT H I N G B U T H U G S
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
215
An acknowledgment & appreciation
Thank you
216
TO M Y FA M I LY
Thank you each and every one—especially my parents. Thank you for believing in me and supporting me so that I could achieve my goals. Words can not express how much I appreciate you. Thank you. TO M Y I N S T R U C TO R S
Mary Scott, Phil Hamlet, Hunter Wimmer, Carolina De Bartolo, Christopher Morlan, Kathrin Blatter, David Hake, John Nettleton, David Scott, Sandra Isla, and Scott Rankin—Thank you for sharing your knowledge with me. Special appreciation goes to my class support teachers: Amy Shipley, Susan Pasley, Scot Crisp, Monica Berini, Hilaire Fong, Jill Ballard, and Roger Swee. This portfolio wouldn’t have been possible without all of your help. TO M Y C L A S S M AT E S
An, Annie, Avizz, Cindy, Chris, Elise, Nina, Thomas, Zili and all of my friends in the AAU Graphic design department. Thank you for always giving me all your support and fresh eyes to help me be where I am today. I will remember all of the happy moments we share together.
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C O N TAC T
Selina Ping Hsuan Wu selinawu.design@gmail.com 415-969-1771 selinawu.com SCHOOL
Academy of Art University School of Graphic Design and Digital Media 79 New Montgomery St San Francisco, CA 94105 I N S T R U C TO R
Mary Scott Fall 2018 MFA Portfolio BOOK TITLE
Spectrum P R I N T& B I N D I N G
Blurb
Colophon TYPOGRAPHY
FreightBig Pro Adobe Garamond Pro Lato S O F T WA R E
Adobe Creative Cloud P H OTO G R A P H Y
Selina Ping Hsuan Wu Cover photo by Efe Kurnaz on Unsplash S TO C K P H OTO G R A P H Y
unsplash.com magdeleine.co adobe stock M O C K U P P H OTO G R A P H Y
elements.envato.com
PROJEC T 01
220
02
03
04
05
06
07
08
09
10
P L AY PA U S E P L AY
SPECTRUM
SELINA WU SELECTED WORKS 2015–2018
221
selinawudesign.com