A PRIL 2016
CE RRA TE NG I’m a product design 7th term student at Art Center College of Design. This book is about my passion, aspiration, and inspiration. Welcome to reach me via email if you like my work. I don’t know where I’ll be at that time. If you don’t hear me back, I may be in Africa.
_ DE S I G N
_ T R A VE L
cerrateng.com
_LIFESTYLE
cerrateng@gmail.com
cerrateng
cerrateng
cerrateng
NINJA ICONGRAPHY A family of 6 icons for ninja cat gang with 6 different special powers- gold, wood, water, fire, soil and air.
Ninja shadow
weapon transformation
Ninja catwoman
Existing ninja claws
Existing ninja weapon look similar to cat claw
GOL D
WOOD
weapons create negative shape - wood
W ATER
looks very childish
FI RE
S OI L
earth / dirt
fly over the eaves, leap the roof
AIR
G O LD
WOOD
WATER
FIRE
SOIL
A IR
N IN JA ICO N G R A PH Y F OR SI X EL EM EN T S
WHAT IS
B
A Sauce makes people mad
C Grumpy sauce
People love it madly
Key: must mix it madly!
INGREDIENTS
HOW TO MAKE
CHILIES
GARLICS
DEVELOPMENT Garlic
EST 1 956
v
avor
TYPEFONT
s
s
v
PACKAGE
Erupting sauce breaks the jar
Mad sauce in a jar with different variation
EMOTION
EXPRESS ANGER IN LOGO Adding angry eyes, fire, red color or the sharp corner of the type to visualize “mad” emotion. Or the emotion can be represented by the fight between two main ingredients- chili and garlic.
MAD SAUCE
LY AD TM EI V LO OU Y KE L MA L I W A SAUCE
INGREDIENT X TYPEFONT
Play with different combination of typefont, lower case, uppercase and colors in “Mad” and “sauce”. Also place ingredients - chili and garlic differently to see which one works better.
GARLIC
ERUPTION Grumpy sauce would not stay in a bowl calmly. The penting up emotion makes it explode up to the sky.
SEMI-FINAL LOGO
This version was the final logo at second week. I made some modification based on teacher’s feedbackremove the bracket and change the typefont.
FINAL LOGO
A SAUC E MA KE YO U LO V E IT M A D LY
NEW! GARLIC FLAVOR
L’arte e il design della bicicletta
HISTORY
1947
Cino Cinelli was an Italian cyclist who won the 1938 Giro di Lombardia and the 1943 Milan–San Remo. After retiring from professional cycling he founded the Cinelli bicycle company and designed the logo.
1979
The presidency of the company passed to Antonio Colombo (left), owner of Columbus tubing. Cinelli became a division of Gruppo S.r.l. He asked Italo Lupi (right) to design a new logo. The colors had nothing to do with cycling; they were inspired by the enamelling on old British trains. They were ‘chic’ colours.
2015
The popularity of the bike can be found on instagram: there are 93k followers on cinelli official account; about 200k posts with #cinelli.
Design is not just looks. Design means shape, first project, outline, technology, technique, materials, innovation, creativeness, function, quality, uniqueness, know-how, emotion. We want every product to have an Idea, since, if it is a copy, it cannot be Cinelli.
DESIGN PRINCIPLES
NEW ERA Target millennial urban cyclist who is commited to biking and savvies technology.
INTRODUCING
In 2016, Cinelli is going to take a step further exploring the advantages that wearable tech brings to young biking enthusiatics who care about their fitness status and performance.
LOVING The commitment to biking The love to healthy and active liftstyle - the ring with sensor embedded helps cyclist to keep track of the physical status and performance of themselves, and their lovers
PRACTISING Keep practising is not for making perfect; it’s the passion itself driving cyclists to practice everyday. Fitness bracelet keeps track all of your record and celebrate your breakthrough.
KNOWING The awareness of cyclists themselves and ambient environment. The sunglasses with digital display on glasses give the instant feedback of physical condition and navigation information.
LOVING
PRACTISING
KNOWING
Three products can work together by connecting via bluetooth and give you the instant information of your health status and performance. Your hard work will be tracked by fitness bracelet all the time and be shown as diagram.
LOVING
PRACTISING
Simple design with fine details accomodates the urban cyclist’s high-end fashion taste
Fine silicon surface allows you to wear it to the office, working out at gym and riding bike outdoor.
Cycling with style
KNOWING The combination of sports eyewear, hipster look and wearable tech
Each product itself is fashion accessory for urban cyclist who curates his/ her fashion taste.
LOVING
Embedded sensor detects heartbeat, body temperature Simple design with fine details accomodates the urban cyclist’s high-end fashion taste.
KNOWING The combination of sports eyewear, hipster look and wearable tech.
Physics status and performance can be shown in real time. The lens color changes according to the brightness of the environment.
Navigation and instant road condition shown on glasses allows cyclist ride with ease.
PRACTISING Physical status and performance such as heartbeat, body temperature, speed, distrance are instantly shown on smart bracelet.
Cycling with style
S U E D E
B A G
IGNIS
LEATHER M AT E R I A L R E M I X Making leather bags has been my passion since 2013. This leather briefcase was designed and handmade by myself and it took a month to finish it. Now I’m going to create a new product from the materials from this bag - leather, bronze and fabric.
B A G S
LEATHER
H A N D M A D E
It all started from the idea of making the cover for my first Macbook. The leather bags in the market were either unfavorable or too expensive. So I decided to handmake my own leather cover. Then I got really obsessed with the smell of leather . I kept learning skill and experimented different techniques and design. In 6 months, I’ve made 7 handbags and other accessories.
TOOLS
BRONZE
FABRIC
LEATHER
Leather book
Fabric
Leather cap Bronze
Coin bag
Leather badge
Business card case
I’ve made similar leather accessories before. This time I want to try something different.
Leather jacket
S E L G G O G R O T A
Leather
I
Fabric
A V
STEAMPUNK
Aviator goggle hat
Round Leather Fabric
Bronze
Modern goggle design with traditional materials Bronze
Fabric Vintage leather goggles study
Vintage goggles with hat
Fabric hat
Leather hat
Front view
SIMPLIFIED VINTAGE GOGGLES Perspective
Side view
FOR SNOWBOARDERS
G O G G L E S S N O W
“
VINTAGE
BRING IT BACK TO THE GOOD OLD TIME.
FREESTYLE
SHREDDING
“THERE’S NOTHING LIKE SNOWBOARDING.” Mammoth Mountain, CA
SNOWBOARDING WITH MY CAT
DREAM
8:30 AM First lift
“I WANT TO BE THE FIRST ONE TOUCH THE FRESH SNOW.”
OBSESSION
Snowboarding is everything in my head since I started in December, 2015. Drove to Big Bear and Mammoth by myself and went to Breckenridge at New Year’s Eve. I met snowboarding buddies at every place and really had a good time with them. We had the same passion - all we want was shredding and freedom.
WHAT A GOOD HELMET SHOULD BE -
Comfortable to wear
Fit well on your head while jumping around
Protect your head from impact
DESIGN
Perfectly fit your head shape and head size
VENTILATION
Venting holes allow heat coming out
PROTECTION
Protect your head from direct impact, rotational impact and penetration
DURABLE
Strong materials withstand abrasion and cold weather
COMPATIBILITY
Seamlessly fit your goggles
CRITERIA
SNUG FIT
USER
JOURNEY
To understand the snowboarders’ experience with helmet, I’ve done research from in-store shopping, carrying and riding with a helmet. Choosing a helmet fit my head well was not easy. I have a round shape head and most helmet are designed for Caucasian mostly oval shape. Eventually I found Giro helmet comfortable.
PURCHASING
Online shopping is not a good idea of buying a helmet because it needs to fit your head well
It takes a lot of time trying out helmets to find the one fits well
CARRYING
Helmet is so bulky that it’s hardly placed in bag while traveling
People usually hang helmet outisde of bag and it easily hits other objects.
A good helmet is not cheap costs around $150-220.
RIDING
Wear a helmet and adjust the length of buckle may take a while if you wear a new helmet or have a beanie or mask inside.
The bulkiness makes you look dorky.
The wind blows into the gap if your helmet doesn’t fit your goggles perfectly.
Sometimes it’s too hot to wear it especially after riding a while.
User still feels black out when he/she wipes out.
You need an extra hand to carry it when you don’t want to wear it.
PRO NEEDS TO MAKE IT LOOK EASY.
Overconfidence is the main reason either beginner or pro snowboarders don’t wear helmet.
CAUSE OF CONCUSSION
Concussion and serious brain injuries are caused by your head hitting something at a high speed and then stopping abruptly, causing your brain to bounce around inside your skull, so for high speed collisions, wearing a helmet will do nothing to help prevent a nasty concussion.
Helmets keep users from minor injuries.
67%
23%
Snowboarders become reckless with helmet.
Snowboarders becoma The percentage of serious head injuries is higher in helmeted snowboarders (67%) to non-helmeted snowboarders (23%). e reckless with helmet.
1.2M +23% 2010- 2011 Helmet sales increased 23% to 1.2 million units sold. 2014, among 5,675,000 snowboarders, 75% of them wear helmet all the time.
2010-2011
Most of snowboarders still wear hoods, beanies or masks to keep themselves warm even though they don’t wear helmet.
Protection from direct impact
Protection from rotational impact
Style
Protection from penetration
Durability
Lightness
Existing helmets Breathability
Snugfit
New design
S N O W B O A R D E R
H E A D
P R O T E C T I V E
G A R M E N T
PRODUCT DESIGNER F R OM TA I WAN
BACKGROUND
Logical Problem-solving Analytical
Business
Design
Negotiation Marketing Entrepreneur
Maker Visual communication Emotion
BS in Product design BS in Chemical enginnering
Sales representative Footwear design program
Extreme wearable designathon competition by Microsoft Engineer internship
MBA exchange program
Internship in George P. Johnson
Eyewear DesignFlash
INTERESTS
Travel
Reading
Drawing
Leather work
Photography
Swimming
Scuba Diving
Dancing
Basketball
Snowboarding
Coding
Baking & Cooking
“I HAVE HUGE RANGE OF INTERESTS. I LOVE TO TRY DIFFERENT NEW THINGS ESPECIALLY OUTDOOR ACTIVITIES.”
B L U E B E R R Y
M U F F I N
G I R L
B A S KE TB A LL
TE A M
IN
NTHU
I was not good at any kind of sport. I could barely throw ball to the backboard before I joined the basketball team. One night I wanted to work out so I went to basketball team practice. They were ordering the basketball jersey. I had my jersey so I decided to go pratice every week. Then I often went to practice by myself because I wanted to improve- at least throw the ball into the basket. At my sophomore I became the captain of the team not because I was the best; it was just because other people backed out. But I really liked playing basketball with the team. It was a good time. We teammates all became friends until now.
B A S K E T B A L L
C H E
my first, and the only, basketball shoes
i was the captain of the girl basketball team in chemical engineering department
S T R E E T D A N C E
D E B B I E N O R T H
R E Y N O L D S
H O L L Y W O O D
D A N C E
S T U D I O
I was the choreographer and dancer at annual party for the company I used to work at. The party was at Shanghai in December, 2011. It was freezing.
S C U B A
D I V I N G
M A L A Y S I A
I got my PADI open water certification at Tioman island, Malaysia. It was one of the best vacation. My buddy and I saw huge sea turtles, beautiful coral reefs, and fluorescent plankton at night diving.
B A L O G
P H O T O G R A P H E R He went to extreme area photographing the recession of glacier because he wanted to bring the awareness of global warming. At the first year he met a lot of difficulties and also had knee surgury. His doctor warned him not hiking anymore but he still continued the project. He was totally crazy! I was deeply moved by his strong will. He makes me believe single person can have a huge impact on society.
CHASING ICE
J A M E S
S O C I A L P E R S O N A L
I M P A C T G O A L
I’ve been a believer that the Earth should be shared equally by any creature since I was a kid. I don’t like the fact that few people control most of the resource and devastate the ecosystem for their own interests. I also think that we privileged people, who are born healthy and never get starving, should help those minorities.
TANZANIA
LIVE IN
R
O
J
E
C
T
DREAM P
P R O B L E M S Why do I want to create this project instead of joining a volunteer program? What are the problems this project aim for? I categorize the problems as three parts.
PEOPLE AROUND THE WORLD
AFRICAN PEOPLE
VOLUNTEER PROGRAMS
Most people have negative perception and stereotypes towards Africa since media only propagates the images of suffering. Without doing more research or studying proper imformation, misconception or unreasonable fear have formed. There’s also perpetuating feeling that Africans are incapable to solve their problem by themselves.
International aid may do more harm to Africa than good and has become one of the most corruption industry.
Most volunteer programs are very expensive for the sake of donation. People find hard and wait for a long time to get into NGO programs and feel being undervalued when they participate it. They want to know “WHY” when they do trivial tasks.
40 BILLION
CORRUPTION INDUSTRY
Lacking of knowledge and science education to solve problems independently is also a common probelm in Africa. Hence, it’s also hard to have domestic leadership.
A P P R O A C H
P R O C E S S
Based on the previous describing problems, I want to empower African people the problem solving skill by design thinking. To eliminate the stereotype problem, I’ll build the virtual connection between Africa and other places.
DEFINE PROBLEMS Listen and observe what problems they have. It may be something has existed for a long time or something they are not aware of.
VIRTUAL CONNECTION
EDUCATION
IDEATION Brainstorm ideas together and create innovative ideas by crosspollinating African traditional wisdom and western thinking.
Create an online platform that people in other places in the world can communicate with African. By photo and video blogging the life in Africa, I can show what the life is like and the real problems are. People can also snap 10s video and share it on the platform to say hi to African.
Target teenagers age 12-18 and teach them how to solve simple problems step by step. They can apply the problem solving skill to their daily life and become self-sufficient.
PROTOTYPE Experiment different methods to find the solution. Keeptesting and refining the mockups until it is functional and usable.
ITERATION Once they learn the design process, they can repeat the whole process to refine the solution or tackle other issues.
I N T E R V I E W
TANZANIA
TANZANIA
MESMI
DANIEL
The experience is underexpected. The guy who took the money away didn’t do much. It was not organized and some people left earlier with disappointment.
If you want to execute effectively, consider long-term volunteer. I learned to become more appreciate what I have and be happier.
MALAWEI
CHU
Sometimes it was hard to execute idea because the cultural difference and the slack government. Police stopped us for bribery several times. Better to have locals take care of you.
TANZANIA, SOUTH AFRICA
JULIO
I lived without running water, toilets, or electricity. People there have limitations and problems but this is true of people around the world. Start to learn Swahili!
SOUTH AFRICA
IRENE
Coming back from the trip really made me appreciate everything so much more now that I had truly seen what poverty and violence can do to humans and how it affects the children that I worked with everyday while I was there.
C H A L L E N G E S Based on online research and interview experienced volunteer, I list all the possible challenges I may face help me to think of solutions in advance and get to the reality.
CULTURE
The plan will be hardly executed without basic understanding of the culture and dos and donts. Communication is another concern especially I can’t speak fluent swahili.
INTERNET
Part of the project heavily relies on internet connection which may be unstable or absent in that area. Need to find a place with internet or build it by myself.
LOGISTICS
Need a lot of detailed planning and may meet unexpected difficulties that will call the end of the project
VOLUNTEER
It’s impossible to achieve the goal by myself. I need experts, locals, friends live in the U.S corresponding with me, people help me with logistics, etc.
FACILITIES
Power, hardware, tools, machines, etc may be very limited and unexpectedly different than the ones I used to use. Some tools may be able to improvise but some hardware can only be brought from other places.
RESOURCES
Eventually they may need materials from other places to make product. How to get the materials and manufacture is a potential problem.
SAFETY
HEALTH
R I S K S Different from challenges, risks are the ones I can’t prevent it from happening. To avoid the risks, do enough research on how to minimize the risk and just be careful. Without knowing a culture fundamentally, going to a foreign country alone may be dangerous especially for area where internal wars happen sometimes.
Hygiene is the main concern even if I had been vaccinated before the trip. The plan may be terminated if I get the serious disease or diarrhea.
TRIBE
MAASAI
There are 120 tribes in Tanzania, and Massai Tribe caught my attention. Maasai tribe is one of the most authentic ethnic tribe. It is a unique and popular tribe due to their long preserved culture. Despite education, civilization and western cultural influences, the Maasai people have clung to their traditional way of life.
C O L O R S Desert is the main scene in Africa and it should dominates the website too. Their dark skin is another beauty that should be promoted
PRI MARY C OLOR
DESERT
SKIN
#d7a664
#312b2c
SKY
SUN
ROCK
ROCK
#b0c8b9
#fbe88d
#524e4d
#f39356
S EC OND ARY C OLO R
AC C ENT C OL OR
COSTUME #fbe88d
L O G O
D E V E L O P M E N T
SOCIAL MEDIA
I L
IN AFR
I
A
LI
V
E
C
AFRICA
IN AFR IC A
AFRICA
V
E
LIVE IN AFRICA Looks like chimney and give the wrong impression of air pollution
L IV E IN A F R IC A
VIDEO 2 min animation briefly illustrates the purpose of the project
PROJECT OBJECTIVE Detailed explanation with graphic clearly states why this project matters
BLOG
W E B
D E S I G N
Follow our process and understand African’s needs through photo-blogging
10 SECOND SNAP Want to talk to them? Upload your short video
SUPPORT This project will not be complete without your help. You can either sponsor or volunteer
P L A N We design team will depart from LA to Tanzania for a year.
We will collaborate the school in Tanzania and teach teenagers age 12-18. To maintain the quality of education, each class will maintain 15 students.
At the beginning of the program, we will ask them what problems they want to solve. Then keep asking them questions and try to dig it deeper. After gathering enough information, we’ll ask them to draw down their ideas.
LIST
TRADITIONAL MATERIALS
Students are encouraged to use traditional knowledge and materials to make products. But they can also use the materials on the list we provide if the resource is too limited.
REC
All the process will be recorded and uploaded to the website so people can keep track of it.
Students can also ask for help such as ideas or the materials on the list.
People who see the video can contribute ideas by uploading 10 second snap or donate the materials they need.
Donation will be gathered at certain shipping centers and shipped to Tanzania.
Design team will give necessary instruction and help them to make product together.
Finally they finish the product and also be equipped with independent problem solving skill.
People who donate the object will gain emotional bond with African and feel their contribution valued.
2020
FOLLOW THE PROJECT c e r r a t e n g . c o m/ lia