Portfolio By Haolai (Francis) Zhou

24:00 CRITIQUE

[ P ORTF OL IO ] HA OL A I (FRA NC IS) Z HOU

24:00 CRITIQUE

[ PORTFOLIO ] HAOLAI (FRANCIS) ZHOU

00:00 INTRODUCTION

[ WHAT 24HR CRITIQUE MEANS TO MY DESIGN ]

I think about design twenty-four hours a day.

I critique my work again and again because continuous critiquing is another way of thinking, leading to successful design.

00:00 TABLE OF CONTENTS [ PROJECT ONE ] 06 The Outlook Identity System

[ PROJECT TWO ] 54 Silence is Not An Option Poster Design

[ PROJECT THREE ] 68 Emotion Book Cover Design

[ PROJECT FOUR ] 84 The Pursuit Book Design

[ P R OJECT FIVE ] 106 Typographic Conference Design

24HR C R I T I QU E

[ P O R T FOLI O ]

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[ PROJECT ONE ]

[ THE OUTLOOK ] [ IDENTITY SYSTEM ]

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[ PROJECT ONE ]

THE OUTLOOK

[ OBJECTIVE ] This project led us through specific steps in the design process to create engaging and relevant solutions. We were asked to propose a topic, identify its relevant audience and stakeholders, and then find, create and implement compelling visual elements in a variety of media that work together as a cohesive system. [ SOLUTION ] The main goal of this project is to solve the terrible sanitation of Chinatown in San Francisco and clean it up. I hope that I can focus more people’s attention on this issue to improve the condition of Chinatown’s sanitation. I designed a new brand with the theme of cleaning Chinatown. It includes logo design, posters and so on. I think building a brand is useful to make people realize the importance of this issue, and then they can follow our instructions and this will inspire them to improve the sanitation of Chinatown by themselves. My research didn’t find any project or programs dealing with this issue, so I think this project can have a unique impact. Also, it can make our Chinatown cleaner and more beautiful. Finally, this is a new project and it has not been done before.

I believe we will achieve the goal as a result.

[ DELIVERABLES ]

Book

Poster

UI/UX

[ SUPPLY & PRODUCTION ] BINDING SIGNATURE

RED RIVER MATTE

HARDCOVER

SOFTCOVER

50LB

N/A

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PAPER STOCK

PERFECT

[ TITLE ] Clean Chinatown

[ PROJECT TYPE ] Brand Identity

[ DATE ] Spring 2016

[ COURSE ] Visual Thinking

[ INSTRUCTOR ] Sandra Isla

[ KEYWORDS ] Clean Respect Chinese Culture Diversity

[ CATEGORY ]

IDENTITY SYSTEM

THE OUTLOOK

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THE OUTL OOK

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IDENTITY SYSTEM

THE OUTL OOK

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H AO LAI ( FR AN C IS) Z H O U

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THE OUTLOOK

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[ P O R T FOLI O ]

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[ PROJECT TWO ]

[ SILENCE IS NOT AN OPTION ] [ POSTER DESIGN ]

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[ PROJECT TWO ]

SILENCE IS NOT AN OPTION

[ OBJECTIVE ] This project led us through designing a single poster raising awareness about a specific issue that has been in the news and inviting people to attend a meeting to discuss this issue. This poster is actually a mock up of a poster that will appear in a public area, so it should attract people to pay more attention to the issue.

[ SOLUTION ] The topic I chose is women’s rights. Women’s rights is still a big issue around the world. Yet, despite many successes in empowering women, numerous issues still exist in all areas of life, ranging from the cultural, political to the economic. For example, women often work more than men, yet are paid less; gender discrimination affects girls and women throughout their lifetime; and women and girls are often the ones that suffer the most poverty. Based on these facts, my concept is to tell women not to keep silent. They need to raise their voice to the world. Also, the public should not keep silent about this big issue, even though it’s happening around them every day. Silence is not an option for both women and the public. I created a strong graphic element to catch more people’s attention. The idea for the design came from the design process that evolved as I was self-critiquing.

[ DELIVERABLES ]

Poster

[ SUPPLY & PRODUCTION ] BINDING SIGNATURE

RED RIVER MATTE

HARDCOVER

SOFTCOVER

50LB

N/A

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PAPER STOCK

PERFECT

[ TITLE ] Women’s Rights

[ PROJECT TYPE ] Poster Design

[ DATE ] Fall 2015

[ COURSE ] Type Composition

[ INSTRUCTOR ] Andrew Loesel

[ KEYWORDS ] Women’s rights Respect Powerful Liberty

[ CATEGORY ]

POSTER DESIGN

SI LE N C E I S N OT AN OPTI ON

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[ P O R T FOLI O ]

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POSTER DESIGN

SI LE N C E I S N OT AN OPTI ON

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[ CATEGORY ]

POSTER DESIGN

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POSTER DESIGN

S IL ENCE IS NOT A N OPTION

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[ P O R TFOLI O ]

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[ PROJECT THREE ]

[ EMOTION ] [ BOOK COVER DESIGN ]

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[ PROJECT THREE ]

EMOTION

[ OBJECTIVE ] The task of this project is to design a series of covers for three titles, showing the publisher how the design system might work, especially since they might want to expand the series to even more titles. Each book cover should be strong and abstract, but there must be a relationship between them so they feel like a series.

[ SOLUTION ] I chose three books—Happy, Sad and Pain. They are all about emotion. Also, I chose emotion to be my keyword for the series of books, because in modern society, people face different kinds of pressure from their work, family and emotional problems. Daily social stress changes their mood.

This inspired me to think about ink in water.

I think the movement of color ful ink in water is similar to people’s emotions. It is sensitive, but strong. So, my idea about this series of book covers is to use color ful ink to combine with people’s emotional expressions. Also, using a big condensed typeface is the most direct way to show the name of the book and to show the mood of the series of book covers. [ DELIVERABLES ]

Book Cover

[ SUPPLY & PRODUCTION ] BINDING SIGNATURE

RED RIVER MATTE

HARDCOVER

SOFTCOVER

50LB

N/A

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PAPER STOCK

PERFECT

[ TITLE ] Emotion

[ PROJECT TYPE ] Book Cover Design

[ DATE ] Fall 2015

[ COURSE ] Type Composition

[ INSTRUCTOR ] Andrew Loesel

[ KEYWORDS ] Emotion Ink In Water Connection

[ CATEGORY ]

BOOK COVER DESIGN

E M OTI ON

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BOOK COVER DESIGN

EMOTION

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EMOTION

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EMOTION

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EMOTION

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[ P O R TFOLI O ]

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[ PROJECT FOUR ]

[ THE PURSUIT ] [ BOOK DESIGN ]

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[ PROJECT FOUR ]

THE PURSUIT

[ OBJECTIVE ] The main source of research material is your environment or habitat. People mentally and physically are recording things that they see, hear, touch and smell as they go about their day. The material should reflect a central theme or concept based on daily observation. Also, the format of this project is a book.

[ SOLUTION ] My topic is “pursuit”. People have many different goals and dreams ever y day, and they have different ways of thinking about how to pursue their dreams. Therefore, I did research and some surveys to find what people are pursuing, and I took photos to record what I heard and what I saw. Also, the approach I took for this book was a pursuit. I used the whole book to show what pursuit is and what I pursued for the book. For example, in the book, I used some visual elements to represent the path of pursuit, and I used a yellow box to show what I found, including the photos I shot for each chapter. In conclusion, this project uses the whole process of making this book to convey the meaning of pursuit. Also, using the composition of organized letters is a good way to build a typographic experience for readers.

[ DELIVERABLES ]

Book

[ SUPPLY & PRODUCTION ] BINDING SIGNATURE

RED RIVER MATTE

HARDCOVER

SOFTCOVER

60LB

N/A

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PAPER STOCK

PERFECT

[ TITLE ] The Pursuit

[ PROJECT TYPE ] Book Design

[ DATE ] Fall 2016

[ COURSE ] Type Experiments

[ INSTRUCTOR ] Stanley Zienka

[ KEYWORDS ] Pursuit Home Shadow Future

[ CATEGORY ]

BOOK DESIGN

THE PURSUI T

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BOOK DESIGN

THE PURS UIT

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BOOK DESIGN

THE PURS UIT

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BOOK DESIGN

THE PURS UIT

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[ P O R TFOLI O ]

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[ PROJECT FIVE ]

[ TYPOGRAPHIC ] [ CONFERENCE DESIGN ]

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[ PROJECT FIVE ]

TYPOGRAPHIC

[ OBJECTIVE ] The project is about designing materials for a hypothetical or actual design conference. We can use examples of current or past conferences to create a promotional poster, website, program, name badge, conference signage, and mobile application. This project encouraged us to challenge our approach to type systems.

[ SOLUTION ] I chose a typographic conference, and I started to think about what approach could make the conference more energetic and contemporary.

Good communication is the most important thing in graphic design. Therefore, after many experiments, I decided to use the letters in the word “typographic” to make up the poster, and I used pop colors to make them strong and intriguing.

Also, I used different forms of box outlines to represent different studios referred to at the conference. The idea of this composition is that the typographic conference is a great space to communicate and share ideas about typography. Then, different studios can convey their own concepts of design to guests, and also guests can work in different groups at the conference. Finally, I used this visual system for the other deliverables.

[ DELIVERABLES ]

Book

Poster

UI/UX

[ SUPPLY & PRODUCTION ] BINDING

PAPER STOCK

PERFECT

SIGNATURE

RED RIVER MATTE

HARDCOVER

SOFTCOVER

50LB

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[ TITLE ] Typographic

[ PROJECT TYPE ] Conference Design

[ DATE ] Spring 2016

[ COURSE ] Visual Systems

[ INSTRUCTOR ] John Nettleton

[ KEYWORDS ] Contemporary Typographic Communication

[ CATEGORY ]

CONFERENCE DESIGN

TYPOGRAPHI C

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CONFERENCE DESIGN

TYPOGRAPHI C

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CONFERENCE DESIGN

TYPOGRA PHIC

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CONFERENCE DESIGN

TYPOGRA PHIC

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TYPOGRA PHIC

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CONFERENCE DESIGN

TYPOGRA PHIC

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THANK YOU [ FAMILY ] Words cannot describe how grateful I am for your love and support. To Mom and Dad, thank you for supporting me, believing in me and encouraging me to pursue my dreams. I would never have had the chance to see the wonderful world and discover my future if you hadn’t given me the opportunity. With this portfolio and college degree, I hope that I can make you proud. [ INSTRUCTORS ] Special thanks to Mary Scott for overseeing the development of this portfolio and for pushing me hard to become more than I thought I was.

To my instructors, Phil Hamlett, Hunter Wimmer, John Nettleton, Sandra Isla, Stanley Zienka, Andrew Loesel. Thank you for your guidance and knowledge, which has encouraged me to reach my potential and helped me become the designer that I am today. I am forever grateful. [ FRIENDS ] To all my friends and classmates who have helped me, kept encouraging me and given me confidence to face difficulties. You’ve picked me up when I needed help, and also the time we were critiquing our designs was the best time to learn and think.

I couldn’t have asked for a better group of friends to experience this with. Thank you.

COLOPHON

[ SCHOOL ] Academy Of Art University School Of Graphic Design 79 New Montgomery Street San Francisco, CA 94105

[ COURSE ] Portfolio

[ DESIGN ] Haolai (Francis) Zhou +1 415.691.0983 zhouhaolaius@163.com haolai-francis-zhou.com

[ TYPEFACE ] Blender Pro

[ PRINT ] Graphic Imagery 396 Forbes Blvd, Unit D South San Francisco, CA 94080

[ BINDERY ] The Key Bindery 1934 Park Boulevard Suite A Oakland, CA 94606

[ INSTRUCTOR ] Mary Scott

[ CAMERA ] Canon 5D2

Š 2016 All Rights Reserved No part of this publication can be produced without expressed permission from Haolai (Francis) Zhou.