Portfolio

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COPYRIGHT /

Copyright Š 2017 Ling Li. All rights reserved. No part of this publication can be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical, photocopying, recording or otherwise without the express permission of the copyright holder.

THANK YOU /

TO MY FAMILY

TO MY INSTRUCTORS

TO MY FRIENDS

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Space is important for design. White space can become a central element in a design when it’s used to create a certain mood or look. Active white space is often asymmetrical, which makes the design look more dynamic and active. When we see white space in a design, it allows the imagination to roam free.

In my own design process, I love architectural and structured space. It is similar to planning, which always gives my brain some space to think outside the box and work quickly. Space is a way for me to think about new ideas when solving problems. Space is not only important in design, but also in my life.

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Branding Identity

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SMART KITCHEN

Integrated Collateral Branding Identity

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iNATURE

Experimental Type

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BLACKBERRY

A NEW TRIP

ON THE WAY Integrated System Way Finding Identity Packaging

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Type Development

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Concept On The Way was developed based on a common theme running through Cameron Crowe’s films. Crowe paints the road trip as a metaphor for discovering passions while pursuing dreams. For this project, I use road signs as graphic elements and a vintage image style to create an integrated system.

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Type of Project: Book / Packaging / Website

Disciplines: Integrated System / Identity / Packaging / Way Finding

Description Integrated Communications aims to harmonize otherwise divergent elements. Create a film festival for a chosen director. Extract a theme that ties together all of the director’s selected movies and create a cohesive visual system through a variety of materials. The film director I chose was Cameron Crowe. To create an integrated system, I designed a festival poster, catalog, advertisements, DVD packaging, website and business system. All elements were packaged in a special container to express his theme.

Instructor: Hunter Wimmer

Class Name: Integrated Communications

Year: Spring 2016

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Concept A New Trip was developed based on mental and physical recordings of my daily life, which can be written or photographed. The concept of my book was using a trip to start a new life after a broken relationship and messy life. I designed the 32-page book using my own photos and writing to express my observations and feelings at that specific time.

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Type of Project: Book

Discipline: Experimental Type

Description The project is a large undertaking of extensive research, writing, image gathering and design.

The main source of research material is our own environment or habits. We need to mentally and physically be recording things that we see, hear, touch and smell. These recordings will then be the fuel for our writing and designing of a 32-page book.

Instructor: Stan Zienka

Class Name: Experimental Typography

Year: Spring 2015

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3 BLACKBERRY /

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Concept Blackberry was engaged in the sale of smart phones and enterprise software and service.

The new soul of Blackberry provides secure communication for business, academia and government. The mission is to keep customers’ information secure, while bringing reliability to their professional communication. I created an integrated aesthetic based on analysis, research and intuition. I designed a visual strategy guide, visual development guide and visual standards manual, which include the complete design process and extensions to express the idea.

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Type of Project: Books / Website

Disciplines: Branding / Integrated Collateral / Identity

Description Nature of Identity moves beyond the creation of a simple identity system to discover the nuances in the creation of a holistic brand. I chose Blackberry. I explored various methods of research to discover the audience, mood and eventual purpose of the brand through industry-standard techniques and practices.

It aims to bring the brand to life through the creation of a collection of integrated collateral.

Instructor: Hunter Wimmer

Class Name: Nature of Identity

Year: Fall 2016

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4 iNATURE /

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Concept iNature is an interesting and fun interactive system to attract young design students to go outside to enjoy nature. The campaign is an interactive design, so people can enjoy the experience with their friends. I designed an interactive App, website, two posters and two postcards to promote the brand.

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Type of Project: App / Website / Posters

Disciplines: Branding / Identity / Interactive Design

Description This course investigates how research and audience understanding create successful interactive projects that can enhance a user’s experience with a brand. In this class, research and design strategies align a brand with a series of design communication solutions. I designed iNature with an App, website, posters and postcards.

Instructor: Katie Freathy

Class Name: Nature of Interaction

Year: Fall 2016

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5 SMART KITCHEN /

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Concept Smart Kitchen was developed based on the future of the kitchen. Kitchens will be different and smart in the next 10–20 years. The book talks about the relationship between people and their kitchens, and how the kitchen will help make their lives easier. I use different colors to define chapters, and pictures from online to express my idea of the smart kitchen.

For the composition, I use overlay color and simple layouts to make contents connected.

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Type of Project: Book

Discipline: Type Development

Description Generate a 64-page book about a development in the future. This future should not be hundreds of years away, however. It’s about the immediate future, within our own lifetime, no more than 10–20 years from now.

Instructor: David Hake

Class Name: Type Systems

Year: Fall 2014

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SCHOOL / Academy of Art University School of Graphic Design

COURSE / MA Portfolio Seminar

INSTRUCTOR / Jeremy Stout

DESIGNER / Ling Li

CONTACT / lingli.design linglidesignll@gmail.com +1 415 866 7381

TITLE OF BOOK / Portfolio

TYPEFACE / Chaparral Pro & Scala Sans

PHOTOGRAPHY Ling Li

lingli.design