A Selection of Works_Portfolio designed by Echo Shi by Echo Shi

2017-2021

A Selection of Works Lianfang Echo Shi

_CONTENT

Selected Works from 2017-2021

_DESIGNER

Lianfang Echo Shi _ A C A D E M Y O F A RT U N I V E R S I T Y

Bachelor of Fine Arts _DISCIPLINE

Graphic Design _PROJECT

Portfolio Design

2017-2021

A Selection of Works Lianfang Echo Shi

_CONTENT

Selected Works from 2017-2021

_DESIGNER

Lianfang Echo Shi _ A C A D E M Y O F A RT U N I V E R S I T Y

Bachelor of Fine Arts _DISCIPLINE

Graphic Design _PROJECT

Portfolio Design

_ C O P Y R I G H T © 2 0 2 1 L I A N FA N G E C H O S H I

All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without permission from copyright holder. This book contains the selection of my works that best represents me as a Graphic Designer. Thank you for taking the time to review it.

_WEBSITE

echoshi.design@gmail.com

This is dedicated to... My Family, Friends & Mentors

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Table of Contents

R E F O R M AT

furnitur e and decor app

0 1 R E F O R M AT | F U R N I T U R E A N D D E C O R A P P

Pg. 06– Pg. 29 0 2 P R E P | P E S C ATA R I A N C O O K B O O K

Pg. 30– Pg. 49 0 3 B OTA N E | T H E P L A N T R E TA I L S TO R E

Pg. 50– Pg. 107 04 ANA | ALL NIPPON AIRLINES RE-BRAND

Pg. 108– Pg. 131 0 5 A M O R O S A | C A S T E L LO D I A M O R O S A R E B R A N D

Pg. 132– Pg. 147 0 6 D E L I B O A R D | D E L I C AT E S S E N PA C K A G E R E B A N D

Pg. 148– Pg. 165 0 7 E XC H A N G E | C H O C O L AT E PA C K A G E R E B R E N D

Pg. 166– Pg. 179 0 8 P O E T I C J U S T I C E | C H I N E S E P O E T RY B O O K P | 09

Pg. 180– Pg. 193

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LIANFANG ECHO SHI | BFA | A SELECTION OF WORKS

01 02

INSTRUCTOR

phil hamlett

We were asked to design an interactive mobile application that can solve a problem in our everyday lives. We used information from surveys and audiences to iteratively design the application with the goal of enhancing the user experience with the brand.

COURSE

_OBJECTIVE

graphic design 3

Furniture and Decor App

R E F O R M AT

Reformat

furnitur e and decor app

_APPROACH n at u r e o f i n t e r a c t i o n

For this project, the problem that I selected is furniture waste. This mobile application will help you to save on budget, recycle old furnishings, and teach you how to refurbish furniture and discard all used furniture. _KEYWORDS

Simplicity Modify Professional Minimalism _ T Y P E FA C E S PP || 1111

IBM Plex Mono SF Compact Display

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Moodboards

R E F O R M AT

furnitur e and decor app

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PP || 11 44

LL II A AN NF FA AN NG G E EC CH HO O S SH H II || B BF FA A || A A S SE E LL E EC CT T II O ON N O OF F W WO OR RK KS S

0 0 11 02 2 0

03 3 0

04 4 0

05 5 0

06 6 0

07 7 0

08 8 0

R E F O R M AT furnitur e and decor app

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R E F O R M AT furnitur e and decor app

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PP || 11 88

| T B IFOAN| O A FS W E LOERCKTSI O N O F W O R K S L I A N F A N G E C HLOI ASNHFIA |N BGF E A C| HAO SSEHL IE C

01 02

R E F O R M AT furnitur e and decor app

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Color Theme

#bdc1ab

#e4d4c4

#c7c9b4

#8d8d7d

#c4745c

#020201

R E F O R M AT furnitur e and decor app

Iconography

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R E F O R M AT furnitur e and decor app

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R E F O R M AT

furnitur e and decor app

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R E F O R M AT furnitur e and decor app

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R E F O R M AT

furnitur e and decor app

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R E F O R M AT

furnitur e and decor app

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01 02

R E F O R M AT furnitur e and decor app

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02 03

PREP INSTRUCTOR

We were asked to design a cookbook and a series of publicity items such as a poster, a bookmark, a ticket, and the website for online purchase. I chose to design a book for seafood lovers or people who would like to explore Pescatariansim.

ariel grey

_OBJECTIVE

COURSE

Pescatarian Cookbook

typography 3

Prep

pescar arian cookbook

_APPROACH book design

For this project, I presented an approach to a rich and balanced diet to complement a healthy way of living. Prep strives to be the definitive kitchen companion to the pescatarian diet, with expert-curated recipes, preparation, and techniques to reap all the benefits of this naturally nutritious diet. _KEYWORDS

Professional In-structure Unsullied Minimalism _ T Y P E FA C E S P | 35

Mueseo Sans Proxima Nova

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PREP pescar arian cookbook

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PREP

pescar arian cookbook

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PREP

pescar arian cookbook

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PREP

pescar arian cookbook

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PREP pescar arian cookbook

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02 03

P R E PP

P RpEePs c a r a r ii aa nn ccooookkbbooookk pescar arian cookbook BOOK DESIGN

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02 03

pescar arian cookbook

PREP

PP || 4499

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PREP

pescar arian cookbook

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PREP

pescar arian cookbook

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03 04

B O TA N E INSTRUCTOR

We were asked to design a collaborative project that focuses on the development of a unique and cohesive system for a conceptual retail store, possible line extensions, and sub-brands.

t h o m a s m c n u lt y

_OBJECTIVE

COURSE

The Plant Retail Store

pac k ag e d e s i g n 4

Botane

the live pl ant retail store

_APPROACH b r a n d & pac k ag i n g

My approach was to create a conceptual retail store that redefines the relationship between plants and people, using plants to enhance both mental and physical health. The design encompasses a variety of products to promote a healthy lifestyle and offers environmentally friendly packaging to create a safe space for urban residents. _KEYWORDS

Solid Muted Urban Enhance Redefine _ T Y P E FA C E S P | 55

Gibson Adelle Sans Cnd New York Small Trade Gothic Next

08 07 06 02

_ TA R G E T A U D I E N C E S

›› ›› ›› ››

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_TEAM MEMBERS

RETAIL BRAND: TRELLIS

Echo Shi Andrea Arteaga Kelly Lee Blair Pu

Urban Residents Students/Recent Graduates Mid & Upper Class Income Families

_SUB-BRNADS

_ LO C AT I O N S

›› ›› ›› ››

›› Hayes Valley, San Francisco, CA ›› Manhattan, New York, NY ›› Logan Square, Chicago, IL

Live Plants Food & Cookware Health & Wellness Garden Tools & Supplies

B O TA N E

the live pl ant retail store

SUB-BRANDS

L I V E

P L A N T S

_SMALL

_MEDIUM

_LARGE

›› ›› ›› ››

›› Planter Trivets ›› Plant Stand ›› Planter Pot

Herb Seeds Succulent Macrame hanger Air Plant

Planter Trivets Grow Kits Monstera Plant Money Tree

_SMALL

_MEDIUM

_LARGE

›› ›› ›› ›› ››

›› ›› ›› ››

›› Indoor Trellis ›› Grow Lighting ›› Water Hose

Hand Rake Pruning Scissors Hand Trowel Hygrometer Thermomenter

Gloves Watering Can Humidifier Potting Mix

_SMALL

_MEDIUM

_LARGE

›› ›› ›› ›› ››

›› ›› ›› ››

›› Frying Pan ›› Cooking Pot ›› Griddle Pan

Ladle Spatula Whisk Cream Cheese Mini Bell Peppers

Juices Almond Milk Coconut Milk Oat Milk

_SMALL

_MEDIUM

_LARGE

›› ›› ›› ›› ››

›› Yoga Mat ›› Weights ›› Stationery Bike

Essential Oils Cannabis Flower Sleeping Mask Pillow Mist Sleeling Cap

Diffuser Deodrant Candles Bath Salt Face Mask

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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P L A N T S

L I V E

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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0011 0022 0033 0044 0055 0066 0077 0088

B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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the live pl ant retail store

B O TA N E

PP | | 7733

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h ee ll ii vv ee pp ll aa n n tt rr ee tt aa ii ll ss tt o o rr ee tt h

B O TA N E

PP | | 7755

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B O TA N E the live pl ant retail store

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LIANFANG ECHO SHI | BFA | A SELECTION OF WORKS 01

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B BO OTA TA N N EE tt hh ee ll ii vv ee pp ll aa nn tt rr ee tt aa ii ll ss tt oo rr ee

PP | | 8855

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the live pl ant retail store

B O TA N E

PP | | 8877

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B O TA N E the live pl ant retail store

PP | | 8899

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B O TA N E the live pl ant retail store

PP | | 9911

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

PP || 110033

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B O TA N E the live pl ant retail store

PP | | 110055

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B O TA N E the live pl ant retail store

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B O TA N E the live pl ant retail store

PP || 110099

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B O TA N E h ee ll ii vv ee pp ll aa n n tt rr ee tt aa ii ll ss tt o o rr ee tt h

PP || 111111

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04 05

ANA INSTRUCTOR

We were asked to redesign an existing airline company which is known both nationally and internationally. Japanese airline All Nippon Airlines was the company that I selected to rebrand. I designed a new visual identity that can be applied to their applications.

t h o m a s m c n u lt y

_OBJECTIVE

COURSE

All Nippon Airlines Re-brand

s t r at e g i e s f o r b r a n d i n g

ANA

all nippon air lines r e-br and

_APPROACH brand identity

For this project, I built a brand strategy for the airline guideline manual which included all spreads and the brand’s objectives, target audience analysis, and the personality of the brand. The concept is based on several keywords: modern, contemporary, and impressive. I used blue as the main color to convey the brand’s trustworthiness. _KEYWORDS

Safety Unify Trustworthy Valuable

Avenir Next Trade Gothic Next

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_ T Y P E FA C E S

etches es 02 01

GR365 Strategies For Branding // Summer 2020 // Echo Shi

02 LIANFANG ECHO SHI | BFA | A SELECTION OF WORKS

randing_Summer 2020

Instructor: Thomas McNulty

Echo Shi

GR365 Strategies For Branding // Summer 2020 // Echo Shi

5 Strategies For Branding // Summer 2020 // Echo Shi

s 05

GR365 Strategies For Branding // Summer 2020 // Echo Shi

Branding // Summer 2020 // Echo Shi

GR365 Strategies For Branding_Summer 2020

Sketches 02

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McNulty s McNulty

g // Summer 2020 // Echo Shi

Echo Shi Echo Shi

Sketches 05

Instructor: Thomas McNulty

Echo Shi

s 0303 hes

ANA

Instructor: Thomas McNulty

all nippon air lines r e-br and

For Branding_Summer 2020

Echo Shi

hes 04 GR365 Strategies For Branding_Summer 2020 GR365 Strategies For Branding_Summer 2020

Instructor: Thomas McNulty Instructor: Thomas McNulty

GR365 Strategies For Branding_Summer 2020

Sketches Sketches04 04

Branding_Summer 2020

Instructor: Thomas McNulty

Sketches 07

GR365 Strategies For Branding_Summer 2020

s 04

ding_Summer 2020

Instructor: Thomas McNulty

anding // Summer 2020 // Echo Shi For Branding // Summer 2020 // Echo Shi

Instructor: Thomas McNulty

Echo Shi

Instructor: Thomas McNulty

GR365 Strategies For Branding // Summer 2020 // Echo Shi

Echo Shi

GR365Echo Strategies Shi For Branding_Summer 2020

Instructor: Thomas McNulty

Echo Shi

Sketches 04

Echo Shi

020

Instructor: Thomas McNulty

Echo Shi

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01 02 03 04 05 06 07 08

ANA all nippon air lines r e-br and

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04 05

all nippon air lines r e-br and

ANA

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04 05

ANA all nippon air lines r e-br and

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04 05

ANA all nippon air lines r e-br and

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ANA all nippon air lines r e-br and

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ANA all nippon air lines r e-br and

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ANA all nippon air lines r e-br and

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04 05

ANA all nippon air lines r e-br and

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L I ALNI FA E CGH E OCSHHO I | SBHFA C TSI O A NNFGA N I || A B FSAE L| E A EN L EOCFT WO I O NR KOSF W O R K S

01 02 03 04 05 06 07 08

ANA all nippon air lines r e-br and

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04 05

ANA all nippon air lines r e-br and

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05 06

INSTRUCTOR

t h o m a s m c n u lt y

We were asked to redesign an existing premium wine brand. This project was to evolve Castello di Amorosa’s signature castle architecture in Napa Valley while retaining the important heritage of the winery and creating a brand distinction against the competitor.

COURSE

_OBJECTIVE

pac k ag e d e s i g n 3

Castello di Amorosa Rebrand

AMOROSA

Amorosa

castello di amorosa r ebr and

_APPROACH n b r a n d & pac k ag i n g

A visit to Castello di Amorosa is more than just sipping fine wine; it’s a great experience. The underground wine caves and cellars create an intimate setting and signify the rich history. The 136,000 square foot castle inspired me to create a new and updated look for the brand package and highlight the essence of Castello di Amorosa. _KEYWORDS

Integrated Stylish Memorable Classic

Baskervil Bickham Script

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_ T Y P E FA C E S

PP || 113388

N A P A VA L L E Y

LLIIAANNFFAANNG G EECCH HO O SSH HII || BBFFAA || AA SSEELLEECCTTIIO ONN O OFF W WO ORRKKSS

0011 0022 0033 0044 0055 0066 0077 0088

AMOROSA castello di amorosa r ebr and

PP || 113399

PP || 11 44 00

LL II A AN N FF A AN NG G EE C CH HO O SS H H II || B B FF A A || A A SS EE LL EE C C TT II O ON N O O FF W WO O RR KK SS

05 06

AMOROSA

Package Design 3_Summer 2020

Instructor: Thomas McNulty Instructor: Thomas McNulty

GR370_Package GR370_Package Design Design 3_Summer 3_Summer 2020 2020

Echo Shi Echo Shi

Instructor: Instructor: Thomas Thomas McNulty McNulty

castello di amorosa r ebr and

kage Design 3_Summer 2020

Echo Echo ShiShi

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AMOROSA castello di amorosa r ebr and

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05 06

castello di amorosa r ebr and

AMOROSA

PP || 11 44 55

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05 06

AMOROSA castello di amorosa r ebr and

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05 06

AMOROSA castello di amorosa r ebr and

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AMOROSA castello di amorosa r ebr and

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06 07

D E L I B OA R D

de l ic at e sse n pack age r e br a n d

INSTRUCTOR

thom as mcnult y

The goal for this project was to choose a delicatessen and rebrand its identity. One of the retirements was to create a new packaging system for the brand.

COURSE

_OBJECTIVE

pack age de sign 3

Delicatessen Package Rebrand

_APPROACH

_KEYWORDS

b r a n d & pac k ag i n g

Deli Board is a local business sandwich shop based in San Francisco, California. The packaging I created is targeted for Bay Area locals and tourists that ref lects the San Francisco authenticity and warmth.

Homemade Formatting Gratifying Combination Warmth _ T Y P E FA C E S

Cubano Adelle Sans Cnd P | 153

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06 07

D E L I B OA R D

de l ic at e sse n pack age r e br a n d

Logo 01 Logo 01 Logo 01

B Baorar ia Ble o liro li e e D D D d dd

Deli Board Deli DeliBoard Board

EST. 2009

li B o a

EST. 2009 EST. 2009

2009

EST. 2009

and Sand w

l ve

DeliDeli Deli Board Board Board EST. 2009

EST 2009

EST. 2009

P | 155

EST

EST. 2009 EST. 2009

Deli Deli Deli Deli Board BoardBoard Board e

EST. 2009

d Sa nd w anCleveland Sub Cleveland vel Sub

i ch

Cleveland Sub Cleveland Sub

Deli Deli Board DeliBoard Board

Cl e

ogo Logo 02 02

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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0 0 11

0 02 2

0 03 3

0 04 4

0 05 5

06 6 0 07 7 0

08 8 0

D E L I B OA R D de l ic at e sse n pack age r e br a n d

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D E L I B OA R D de l ic at e sse n pack age r e br a n d

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07 08

INSTRUCTOR

jacque rossou w

We were asked to redesign a chocolate brand and improve the packaging and rethink the design objective. I created a design that is more attractive and vibrant and based on a younger target audience.

COURSE

_OBJECTIVE

pack age de sign 1

Chocolate Package Rebrand

EQUAL EXCHANGE

Exchange

chocol at e pack age r e br a n d

_APPROACH c h o c o l at e pa c k a g i n g

Equal Exchange is a for-profit, fair-trade, workerowned brand in West Bridgewater, Massachusetts. For the redesign, I used vivid and bright colors to create contrast and attract a younger group. The package’s design is unique because the variations of color scheme create a visual conf lict. _KEYWORDS

Exclusive Vibrant Compatibility Contrast Equality _ T Y P E FA C E S P | 171

Neue Haas Unica Pro Grotesk Pro

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EQUAL EXCHANGE chocol at e pack age r e br a n d

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07 08

EQUAL EXCHANGE chocol at e pack age r e br a n d

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INSTRUCTOR

dav i d h a k e

We were asked to design a book using the principles of typography and explore how different elements activate a space and convey meaning.

COURSE

_OBJECTIVE

typogr aphy 2

Chinese Poetry Book

POETIC JUSTICE

Poetic Justice

chinese poetry book

_APPROACH

_KEYWORDS

book design & typography

Poetic Justice is a Chinese-English poetry book designed by integrating system, page, and paragraph aesthetics. I created grids, typographic expressions, and integrations of visual imagery. I used typography to transform the text into visual communications.

Unite Diversity Formalizing Culture Abstract _ T Y P E FA C E S

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chinese poetry book

POETIC JUSTICE

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POETIC JUSTICE

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POETIC JUSTICE

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Brand Identity Collection

BRAND IDENTITY COLLECTION

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My Deepest Thanks

R E F O R M AT A f uCr K nN i tO u rW e La E nD dG d eEcM o rE N a pTp

_ TO M Y FA M I LY,

Thank you for bringing me up to be a better individual. Thank you for instilling in me a strong passion for learning and supporting my dream. Thank you for putting me onto the right path. Thank you for having the patience to wait for me. _ TO M Y F R I E N D S ,

It's my pleasure to have met and known you all. Thank you to the rare ones who always stay by my side and lift my spirit. I am simply grateful for your presence along the way. _ TO M Y M E N TO R S ,

I appreciate Mary Scott, Phil Hamlett, David Hake, Thomas McNulty, Ariel Grey, and Jacques Rossouw for inspiring, guiding, and helping me become a professional graphic designer.

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_ C O N TA C T

Lianfang Echo Shi + 1 628 220 8950 echoshi.design@gmail.com echoshi.design _ I N S T R U C TO R

Mary Scott _SCHOOL

Academy of Art University School of Graphic Design _PRINTING & BINDING

Blurb.com _ PA P E R S TO C K

Mohawk Superfine Eggshell Pro Line Uncoated 100# Text

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_ T Y P E FA C E

Apertura Adobe Garamond Pro FreightBig Pro _ P H OTO G R A P H Y

Unsplash.com Behance.com

_WEBSITE

echoshi.design

_EMAIL ADDRESS

echoshi.design@gmail.com _LINKEDIN

linkedin.com/in/echoshidesign