PORTFOLIO _ MARVELING
CHENG LI _ MA
ACADEMY OF ART UNIVERSITY _ FALL 2018
Marveling
_Selected Works of Cheng Li
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Introduction
_Curiosity Curiosity is always important in all design fields, it all comes from a sense of wonder. As designers we are not able to come up with good ideas without it. Since I was a child, I have been curious about nearly everything. I’m fascinated by the power of nature, everything humans have made and the future we may have.
_Marveling The more we see, the more we wonder. I chose to learn graphic design because I started to be curious about my own abilities— what I can do based on my years of study in design. But one thing I know is that graphic design is a great way to learn new fields, to communicate with others and to become more useful to society. Through design I keep learning and trying new ways of thinking. It’s not only a way to do the work but also a process to grow as a designer. It will always lift me to a higher level.
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_01 The Sound of Phobia
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_02 The Method of Translation
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_03 The Power of Connection
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_04 The Strength of Youth
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_05 The Meaning of a Brand
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_06 The Way to Communicate
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_07 The Feeling of Many
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PROJECT _ SOCIAL ANXIETY
The Sound of Phobia
_Background Social anxiety is the third largest mental health problem in the world, affecting about seven percent of the population. Many people don’t know how to treat their own or others’ social anxiety. The aim of this project is to increase the public’s awareness and understanding of social anxiety and help people who have this problem try to deal with it. _Approach To achieve this goal I came up with three deliverables: an application, a website and a brochure. Since it might be hard for people with social anxiety to communicate with others face to face, I chose to develop an app where they can talk with others anonymously. The website provides information about events off-line and encourages users to eventually meet each other. The brochure with an introduction and tips is for the public in order to let more people to become aware of this problem.
_Course Visual Thinking
_Title Powerful Me
_Instructor Jeremy Stout
_Deliverables Website / App / Brochure
_Semester Spring 2018
_Categories Visual System
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PROJECT _ COMPLEX
The Method of Translation
_Background The aim of this project is to visually translate a poem. It was a process that required imagination, experiments and photography. The idea of this project is inspired from an original poem, but the design transforms into new directions during the process. The concept of the posters evolves out of the process and the visuals comes out from the experiments.
_Approach This project started from a poem written in a foreign language. Since I didn’t know the language and meaning, I needed to find out some keywords through inspiration and imagination from looking at the letterforms. With these initial keywords I started to do some sketches and experiments with different materials in order to find the one that made the most sense. My final keyword was ‘complex.’ I used threads and yarns to represent a busy and disordered space to visualize a feeling of complexity.
_Course Type Experiment
_Title Complex
_Instructor Wioleta Kaminska
_Deliverables Poster × 3
_Semester Spring 2018
_Categories Photography
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PROJECT _ CONFERENCE
The Power of Connection
_Background The goal of this project is to create a visual system for the Game Developers Conference. The project starts with identifying the target audience of the event and requires us to create a complete visual system that matches the concept of the conference. All deliverables for the conference should work together as a system. _Approach The Game Developers Conference is the largest annual gathering of professional video game developers. It focuses on learning, inspiration, and networking. Since this was a conference around development, I chose the concept ‘innovation.’ From this I created a visual system that promotes creativity. For contrast, the design used light green and bright orange. I also used geometric shapes and several layers to add dimension.
_Course Type System
_Title Game Developers Conference
_Instructor John Nettleton
_Deliverable A Visual System
_Semester Spring 2018
_Categories Typography / Visual System
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PROJECT _ JUNIOR GIANTS
The Strength of Youth
_Background The goal of this project is to pick up information from a sign on the street and redesign a visual system for it. The project requires the ability of do research, identify the target audience and build a consistent visual system for a website, a series of three posters and a brochure.
_Approach The sign I chose was for the Junior Giants, which is a free, noncompetitive and coed baseball program for youth ages 5-18. I kept their original color orange since it speaks to kids and the Giants brand. I used stitch-like shapes in a circle to represent the baseball and used hand-draw sketches to make the system looks more interesting and lively.
_Course Visual Literacy
_Title Junior Giants
_Instructor Hunter Wimmer
_Deliverables Website / Brochure / Posters
_Semester Fall 2017
_Categories Typography / Visual System
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PROJECT _ ANNUAL REPORT
The Meaning of a Brand
_Background The goal of this project is to redesign an annual report and develop a visual system that primarily uses the principles of hierarchy and color. This project depends on legibility and also consistency of information to clearly show visual data in the form of statistics and demographics. _Approach Intel is an American multinational technology company. Since it is well known for its technology, I use geometric shapes to create a digital and technological aesthetic. I also used orange as the main color and made it contrast with the dark blue to make the data and demographics clear and prominent to the eye.
_Course Type System
_Title Annual Report
_Instructor John Nettleton
_Deliverables A Book
_Semester Fall 2017
_Categories Typography / Visual System
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PROJECT _ ARTWORLD
The Way to Communicate
_Background The aim of this project is to design a functional application. We started with analyzing some problems related to daily life and tried to figure out a rough idea how to solve them through an app. Later, we chose one direction and establish a framework for it to see how to make the application useful and convenient. _Approach I designed an application named ArtWorld. This is a platform for illustrators to show their illustrations and attract potential works. It also allows the users who don’t know how to draw to post their requirements and find an illustrator that will do the work.
_Course Digital Design Studio
_Title Artworld
_Instructor Bob Slote
_Deliverable App
_Semester Fall 2017
_Categories Visual System
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PROJECT _ IDENTITY
The Feeling of Many
_Background The aim of this project is to create mysterious imagery that related to the movie. The project required us to experiment with lights, colors and materials to create a dreamlike feeling and explore a variety of ways to show the type. The final posters expressed the movie through the typography and imagery we explored and work as a system together.
_Approach The movie I chose was Identity. It is about a person with ten personalities and it shows conflict and even horror. So in my series of posters, I used different colors of light to show the feeling of multiple personalities and showed the title on a black background to show the emotion of being terrified and a feeling of the unknown.
_Course Type Experiment
_Title Identity
_Instructor Wioleta Kaminska
_Deliverables Poster Ă— 3
_Semester Spring 2018
_Categories Photography
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_School Academy of Art University _Designer Cheng Li _Website chenglidesign.com _E-mail licheng123@yahoo.com _Phone (206) 388-6584 _Instructor Marry Scott _Software Adobe Creative Cloud _Typeface Din 2014 _Printing & Bindery Imagink
Thank you
_To my instructors Thank you Mary Scott, Hunter Wimmer, Wioleta Kaminska, Bob Slote, Sandra Isla, Jeremy Stout, Andrew Loesel, Scott Rankin, John Nettleton, and David Hake for inspiring me, guiding me and extending to me in choosing the right way. _To my family Thank you for always believing in me, supporting me and encouraging me to do my best. Thank you for being there when I’m down and for cheering me up. Thank you for always be my love and strength. _To my friends Thank you for being helpful and patient whenever I need. Thank you for all the suggestions and inspirations you have given me that made my work improved. I am so fortunate to have friends like you.
_Copyright Š 2018 Cheng Li All right reserved. No part of this publication may be reproduced, stored in the retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.