Trained Dayu Tao Selected Works 2012 — 2017
I am a graphic designer who comes from Taiwan and currently live in San Francisco. I have always loved visual art since I was a little kid. Since 2000, I have been studying, working and doing art and design related works and projects. I started with fine art, more specifically, doing watercolor and oil painting for seven years. Then I switched my focus to graphic design, which has become a passion. Since 2008, I have been learning and doing what I need to do to be a professional visual communication designer through graphic design and user interface/ experience design. This is not just a career goal, but also a personal artistic philosophy that I have adopted in every part of my daily life. Like many designers and artists, I am always inspired and motivated by amazing and creative works all over the world. I am usually motivated when I see something has some potential to be an interesting visual product. I am passionate about running. I have been running and racing since 1997 when I was a kid. Training is part of my life and this carries over into my design work. Training is a process, requiring endurance, and leads me to show the best of myself.
Contents
1Understand Understand Understood Understood
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2Unfixable Unfixable Wound Wound
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3Serifa Serifa
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4Treat Treat Yourself Yourself
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5Polnav Polnav
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6Boundries Boundries Unlimited Unlimited
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7Refield Refield
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8Pasta Pasta Cookbook Cookbook
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9BlueBlue AuraAura
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WildWild 10 OatsOats
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Bricker 11 Bricker
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Carbo 12 Carbo Loading Loading
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Understand Understood 2015 Category Identity System ​ Keywords Gas Van Sant Friendship Self-exploration Understanding Mentor
Objective ​
Approach
More so than ever before, designers are called upon to coordinate a complex set of materials that must function together as a whole. From retail
From the beginning, I conduct research from a list of directors and watch many films of them. Then I chose Gas Van Sant as the director film
environments and product lines to brands and books, designers are tasked to marry multiple messages with divergent formats — all with a
festival. For the first 7 weeks, it was almost about developing the identity and the theme of the film festival. It started with exploring logo and different
unified and holistic aesthetic. This course helps me to harmonize these otherwise divergent elements. From defining a singular voice to expressing
moodboards that serve varieties of purposes. Another important part of identity develpment is the design brief, which contents the idea of the
that voice over a myriad of materials, this course challenges me to think both deeply as well as broadly. The project undertaken in this class spans
theme, target audience, filmography, positioning, date, location, typography and color palette. The second half of the process was another 14 weeks of
the entire semester and prior to the undertaking of the thesis project, this work represents the largest single body of work in my portfolio. Upon
production according to the identity and the theme. There were 12 delieverables produced. I designed 2 to 4 delieverables every week, and kept refining
completion of Integrated Communications, I have to make a complex set of materials function together and expand the design solutions to encompass a
everything every week until the final presentation. During the process of designing and producing, the identity and the theme were still needed to be
wide palette of formats.
refining as well.
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Project 1 Understand Understood
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Unfixable Wound 2016 Category Identity System ​ Keywords Clint Eastwood Film Festival Heroism Anti-heroism Anti-war
Objective ​
Approach
More so than ever before, designers are called
From the beginning, I conduct research from a
upon to coordinate a complex set of materials that must function together as a whole. From retail
list of directors and watch many films of them. Then I chose Clint Eastwood as the director film
environments and product lines to brands and books, designers are tasked to marry multiple
festival. For the first 7 weeks, it was almost about developing the identity and the theme of the film
messages with divergent formats — all with a unified and holistic aesthetic. This course helps me
festival. It started with exploring logo and different moodboards that serve varieties of purposes.
to harmonize these otherwise divergent elements. From defining a singular voice to expressing
Another important part of identity develpment is the design brief, which contents the idea of the
that voice over a myriad of materials, this course
theme, target audience, filmography, positioning,
challenges me to think both deeply as well as
date, location, typography and color palette. The
broadly. The project undertaken in this class spans the entire semester and prior to the undertaking
second half of the process was another 14 weeks of production according to the identity and the theme.
of the thesis project, this work represents the largest single body of work in my portfolio. Upon
There were 12 delieverables produced. I designed 2 to 4 delieverables every week, and kept refining
completion of Integrated Communications, I have to make a complex set of materials function together
everything every week until the final presentation. During the process of designing and producing,
and expand the design solutions to encompass a wide palette of formats.
the identity and the theme were still needed to be refining as well.
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Project 2 Unfixable Wound
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Serifa 2014 Category Typography Keywords Serifa Adrian Frutiger Type Specimen
Objective
Approach
This project is aiming for reintroducing the
There are four steps of the process of this project.
typeface—Serifa. Make it more applicable to today’s designers. The project Emphasises how useful it
Firstly, I chose the typeface, which was Serifa to do the type specimen. Then I did research, planning
is, especially corporate with Universe. The target audience are people who are working or learning
and the creative brief to start the project with a base. The second stage consisted with many
graphic design. They will have another option to use a very modern slab serif typeface.
different versions of sketches and the computer rough followed up. The visual approach was decided. The third stage and the fourth stage are building the project and refinement.
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Project 3 Serifa
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Treat Yourself 2014 Category UI/UX ​ Keywords Chinese medical Herbs Pressure Points Self Treatment
Objective ​
Approach
Traditional Chinese medicine is a broad range of medicine practices sharing common concepts which have been developed in China and are based on a
The project started with a series of brainstorming to identify the purpose and the goal of the app design. Then I figured out and set up the target audience of
tradition of more than 2,000 years, including various forms of herbal medicine, pressure point therapy, exercise, and dietary therapy. It is primarily used
the app. Then the visual language could be decided such as the typefaces, the images, and the color palette. Next step was mapping out the wireframe
as a complementary alternative medicine approach. It is widely used in China and it is also used in the West.
of the map, which included the loading page, main pages, the subpages and a lot of detailed information pages.
The basic treatment of Chinese medicine is easy to access and practice naturally without much budget.
After the basic structure with wireframe had been decided, it was the time to design the user interface
Therefore, an app for the basic instruction definitely has its market and is very convenient that saves users’ time on searching in books or online.
along with the chosen information. The pages were designed individually with different content but also based on the same basic structure and visual approach.
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Project 4 Treat Yourself
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Polnav 2012 Category UI/UX ​ Keywords Icon design Navigation
Objective ​
Approach
This is a user interface design for a company that was based in Taiwan. The mission for me was to redesign a totally new user interface for the whole
Firstly, the product manager and the engineers discussed with me about what, how and which can be redesigned in the way we all agreed with. Then
software from the multiple menu to the navigation and the map. Moreover, I created new sets of icons for menu bottoms and the POI icons on the map.
I came up with several version of solutions and visual approach for us to choose and improve. After decided the visual approach, I started to create the workflow included the navigation user interface and the icons in the same visual approach.
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Boundries Unlimited 2013 Category Identity System ​ Keywords Collage Art Exploration Running Inside World
Objective ​
Approach
More so than ever before, designers are called upon to coordinate a complex set of materials that
From the beginning, I conduct research from a list of directors and watch many films of them.
must function together as a whole. From retail
Then I chose Gas Van Sant as the director film
environments and product lines to brands and books, designers are tasked to marry multiple
festival. For the first 7 weeks, it was almost about developing the identity and the theme of the film
messages with divergent formats — all with a
festival. It started with exploring logo and different
unified and holistic aesthetic. This course helps me to harmonize these otherwise divergent elements.
moodboards that serve varieties of purposes. Another important part of identity develpment is
From defining a singular voice to expressing
the design brief, which contents the idea of the
that voice over a myriad of materials, this course challenges me to think both deeply as well as
theme, target audience, filmography, positioning, date, location, typography and color palette. The
broadly. The project undertaken in this class spans
second half of the process was another 14 weeks of
the entire semester and prior to the undertaking of the thesis project, this work represents the
production according to the identity and the theme. There were 12 delieverables produced. I designed
largest single body of work in my portfolio. Upon
2 to 4 delieverables every week, and kept refining
completion of Integrated Communications, I have to make a complex set of materials function together
everything every week until the final presentation. During the process of designing and producing,
and expand the design solutions to encompass a
the identity and the theme were still needed to be
wide palette of formats.
refining as well.
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Project 6 Boundries Unlimited
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Refield 2014 Category Identity System ​ Keywords Improvement Environment Grass Field
Objective ​
Approach
The goal for this project are: Identify what kinds of problems can be solved through the design process and what steps might be taken to research
I firstly brainstormed and the problems around my daily life that can be solved by graphic design related strategies. Then I identified the most
those problems. Identify various audiences and stakeholders and demonstrate means of possible outreach to them. Find, create or manipulate
significant one for this projec — improving the condition of the grass fields in San Francisco. The maintaining work in San Francisco is not as well
imagery that is specific to the project parameters. Make correlations between departmental PLOs and the design process. Integrate a variety of media for
as those cities, very obviously. As a result, the condition of the fields in SF is poor. Therefore, I came up with this idea, for improving the condition
use together in concert. Create a process book that chronicles each stage of a project and how stages of work reflect specific goals as well as showing the
of the grass field in SF, by using public/private partnership. The better fields not only can be used for more sports activities, but also provides
visual thinking process.
higher recreational quality for everyone, even for shooting better pictures! The first step is building the identity such as logo, color pattern and image styles. Then I decide what delieverables to design and produce. The later stages are mainly design, production and refining.
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Project 7 Refield
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Pasta Cookbook 2016 Category Typography ​ Keywords Cookbook Pasta Varieties Sauce Pairing
Objective ​
Approach
There are several goals for this class: First of all, utilize and evaluate normative and expressive typographic principles in designing for static
During the whole process, I firstly chose the topic for designing a book through brainstorming and discussion with the instructor and classmates. Then
and dynamic media. Secondly, analyze the role of typography in communication, including the interrelationship of its past, present and future.
I had gone through the process of researching the typefaces, images, and layout. Followed by 5 weeks of development, the deliverable is a completely
I need to apply typographic principles to express concepts visually and creatively solve problems specific to a particular context and audience.
hard-cover book plus a website.
Designing typographic communications that demonstrate good typographic composition using: modular grids, complex hierarchy, information design and sequencing within a cohesive system is also neccessary.
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Project 8 Pasta Cookbook
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Blue Aura 2015 Category Typogrphy Keywords Experimental Blue Handmade Freedom
Objective
Approach
Typography is an active part of a designer’s life and almost every niche in the design world uses it, from graphic and web designers to 3d artists or
From the beginning, I conducted appropriate research and investigation, based on the topic of exploring a particular color and produce concepts
industrial designers. The multitude of typographic creations comes from the many fonts that designers create or use and the rich imagination they possess.
that yield paths for typographic experimentation. I chose blue as my main topic and started to develop a design process for typographic experimentation.
This course initially expounds and expands on the basic principles of typography. Subsequently, I was encouraged to challenge my approach to these
Then I selected 9 words that represent blue in variety of ways in terms of cultures, trends, the history, movies or novels. I use experimental
basic principles and explore new innovative ways to typographic form and structure to challenge communicate with text and image. previously held rules and practices in typography such as using the real objects, special methods or techniques to build the selected words. During the process, I needed to identify how and when experimental typography can be applied in design appropriately. After every experiments, I took pictures from any possible prospects, or edited them in the computer if needed. The final selected pictures of every selected word were turned into a series of 9 posters as the fianl presenting result.
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Wild Oats 2017 Category Branding ​ Keywords Branding Organic Food Packaging
Objective ​
Approach
This project was done as a redesign an existing brand, which was an opportunity for me to try different approach to see if there is any other
I process the project with the following steps: 1. Explore case studies of brand reinventions. 2. Identify the audience for your project. 3. Plan the
possibilities.
principles of gestalt work for brand identity. 4. Set the role systems in brand identity. 5. Use the different formats for producing visual standards. 6. Create branded package designs with shelf impact.
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Bricker 2014 Category Typography ​ Keywords Brick Playful Toy Art All Ages
Objective ​
Approach
This course initially expounds and expands on the basic principles of typography. Subsequently, I was encouraged to challenge my approach to these
The design of typographic elements as a primary core of this project. First of all, I chose Lego as the topic for designing a book through brainstorming
basic principles and explore new innovative ways to and discussion with the instructor and classmates. communicate with text and image. This topic is not only my personal interest, but also it is suitable to be applied to a current graphic design arena that ranges from traditional print applications into web/video/multi-media applications. Then I had gone through the process of researching the typefaces, images, and layout. I use style, scale, and media, addressing issues of design appropriateness for communications to the target audiences, which are people who love lego in varying ways. Therefore I keep it playful with variety of images but maintain the simplicity as well. Most important part is to synthesize type system principles into the final production of a book and presentation. Universe and Serifa are the typefaces I used, they are calm but not really boring. Followed by 12 weeks of development, the deliverable is a completely hard-cover book.
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Carbo Loading 2014 Category Infographic ​ Keywords Carbo loading Marathon Infographic Bib number
Objective ​
Approach
In this project, I choose an event that is traditionally The chosen event is about a runner loading notated in hours, minutes and seconds. Rethinking carbohydrate for a marathon. Firstly, the elements the idea of a timeline or calendar, they will create a and things which happen or are used throughout new format and a new system of measurement for this event devoid of traditional time notation.
the loading process were defined and put into the timeline. Secondly, the happening points were designed on the timeline. Third stage was designing the appropriate visual approach for the timeline and apply it into a particular format, which was a racing number.
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Thanks My Family There is always not enough words to thank my family, my dad, mom, wife and everyone’s support for us to build our dream in United States. Moreover, thanks everyone’s understanding and patience to get through this journey together.
Thanks Instructors I really appreciate every instructor who guided me through this journey. I have learned a lot and been humble under their instruction, critique, push and encouragement for both skill and mentility. It is my pleasure to meet all of them.
Thanks Friends Thanks all my friends and classmates both in United States, Taiwan and everywhere in the world. Their honest suggestions, warm encouragement and sharing really help me on this journey.
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Contact Info Dayu Tao dayutao.com 1(510)305-9633 bigfishwind@gmail.com
Copyright © 2017 by Dayu Tao All Right Reserced. No partof this publication can be reproduced withouy expressed permission from Dayu Tao.
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