REINVENTION IS THE 2020 – 2022 PROCESS OF DISTILLING IDEAS/ FINDING SOLUTIONS PROCESS OF (PEIYAO) & CELEBRATING HEATHER TANG_MA → THE DESIGN
[00/00] REINVENTION
The word reinvention represents my understanding of design and of myself. It also stands for constantly learning and improving myself based on past experiences and constantly drawing inspiration from them. Likewise, it means continual pushback as part of the design process and eventually extracting a design solution and celebrating it.
REINVENTION IS THE 2020 – 2022 PROCESS OF ATTRACTING ATTENTION/INSPIRING RETHINKING / SYSTEMS/PROVOKING IMAGINATION & A RESPONSE →
CONTENTS [04/10] PILL: SOCIAL MEDIA ADDICTION / P68 [03/10] CSR REPORT: BANG & OLUFSEN / P54 THE CONNECTION OF DESIGN & FUTURE / P06 [01/10] [02/10] INTO THE MOTION TO SAVE THE OCEAN / P28 [00/10] THE TABLE OF
TASK MANAGEMENT FREE FLOW / P116 [08/10] BRAND STRATEGY [07/10] WHEN A CIRCLE STARTS TO DREAM / P128 [10/10] FREELANCE WORK LOUD CAFE / P182 [05/10] FILM: POETRY OF INDULGENCE / P86 TINDER FOR DOGS PET’S UP / P166 SICHUAN AIRLINE / P142 CONFERENCE: CONNECTION OF DESIGN & FUTURE HEATHER (PEIYAO) TANG, MA / REINVENTION [ ] → [06/10] [09/10]
From Business to Buttons (FBTB) 2022, held in Stockholm, Sweden, is Scandinavia’s premier User Experience and Service Design conference. The theme the conference isthe future of human-centered design, as well as the relationship between design, innovation, and technology and how we can make it work here, now, and tomorrow.
I researched the city and theme where the conference was to be held. This helped me to develop a design strategy and gave me inspiration for the design. The theme of the conference made me choose blue as the base color for design, yellow (like a ray of light) for technology, and orange to represent the future. [No quotes needed for these three words] The neon gradient background represents these three colors blending, interconnecting, and enhancing one another. The choice of bionic arms provides a sense of conflict and points to the question, “Why do you always feel like you’re one step behind?”
→ → [OBJECTIVE] [CONCEPT] [01/10] >> CONFERENCE: CONNECTION OF DESIGN & FUTURE [INSTRUCTOR] John Nettleton [COURSE] Type Systems [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO PHOTO CREDIT / INTERNET 06
SPRING 2022 THE CONNECTION OF DESIGN & FUTURE VISUAL DESIGN/ MOTION GRAPHICS INNOVATIVE/ THOUGHT-PROVOKING → & STORYTELLING & MEANINGFUL → CONFERENCE: CONNECTION OF DESIGN & FUTURE HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
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CONFERENCE: CONNECTION OF DESIGN & FUTURE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
How should we prepare? Tomorrow, Reality, Horizon Design, Technology <For> [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 20
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CONFERENCE: CONNECTION OF DESIGN & FUTURE [ ]
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CONFERENCE: CONNECTION OF DESIGN & FUTURE [ ]
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[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 01
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HEATHER (PEIYAO)
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THE SOCIAL MEDIA ADDICTION
TANG, MA / REINVENTION
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 26
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CONFERENCE: CONNECTION OF DESIGN & FUTURE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
The goal of the project was to raise awareness of ocean plastic pollution in the ocean and to explore artwork by artists who recognize the lack of awareness of the problem of plastic waste in the world’s oceans.
The project was inspired by the transparency of plastic waste floating in the ocean. I chose to represent the ocean itself by using blue as well as a modern typeface. The straight lines in the website provide a sense of logic, making it easier for users to find the appropriate infor mation. I also created a simple landing page animation in 3D to create a visual impact.
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[02/10] >> GET INTO THE MOTION TO SAVE THE OCEAN [INSTRUCTOR] Phil Hamlett [COURSE] Graphic Deisgn [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 28 PHOTO CREDIT / HUANG XU
[OBJECTIVE] [CONCEPT]
SPRING 2021 GET INTO THE MOTION UI/UX DESIGN / CASE STUDY WARNING/ PROTECTION / BOLD → & 3D ANIMATION & ENLIGHTENMENT TO SAVE THE OCEAN → GET INTO THE MOTION TO SAVE TEH OCEAN HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 30
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN HEATHER (PEIYAO) TANG, MA / REINVENTION
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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GET INTO THE MOTION TO SAVE THE OCEAN [ ]
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The goal of this project is to provide an exciting solution to the chal lenge of redesigning Bang & Olufsen’s CSR. By presenting information visually through data visualization, photos, typography, and color.
Bang & Olufsen is committed to design as the core of its entire prod uct range and through sustainable strategies as a way forward. Inspired by Bang & Olufsen’s classic collections and brand philosophy, line elements are used throughout the book. A modern elegance is created through the clever combination of elegant serif and sans-serif fonts. The new system and color palette echoes the brand concept.
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[03/10] >> BANG&OLUFSEN CSR REPORT [INSTRUCTOR] John Nettleton [COURSE] Type Systems [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 54 PHOTO CREDIT / BANG & OLUFSEN
[OBJECTIVE] [CONCEPT]
SPRING 2022 CSR REPORT: BANG & OLUFSEN EDITORIAL DESIGN/ SYSTEMATIC/ PRECISE → TYPOGRAPHY & TYPE SYSTEMS & ELEGANT BANG&OLUFSEN CSR REPORT HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 56
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BANG&OLUFSEN CSR REPORT HEATHER (PEIYAO) TANG, MA / REINVENTION
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BANG&OLUFSEN CSR REPORT HEATHER (PEIYAO) TANG, MA / REINVENTION
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BANG&OLUFSEN CSR REPORT [ ]
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BANG&OLUFSEN CSR REPORT [ ]
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BANG&OLUFSEN CSR REPORT [ ]
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BANG&OLUFSEN CSR REPORT [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
[OBJECTIVE] [CONCEPT]
The goal of this project is to make people aware of social media addiction in contemporary society through visual language and to address this problem through design solutions.
[04/10] >>
SOCIAL MEDIA ADDICTION [INSTRUCTOR]
PILL:
Troy Alders
Ryan
Based on my research, I found that people’s daily need for cell phones is like a daily supplement; it has become almost a second “vitamin” for humans. In response, I created a unique design inspired by the shape of a pill. The social media icons in the pill represent how heav ily people rely on their phones on a daily basis. I also designed an application to provide people with some possible solutions. My project is meant to illustrate the serious problems caused by social addiction today. Hopefully, people will become aware of this problem and take a break from the mobile world. Visual System / Human Centered Design
→ → [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 68 PHOTO CREDIT / MAX CAVALLARI
/
Medeiros [COURSE]
[AWARDS] IDA Design Awards, Honorable Mention, 2021
2020 – 2021 PILL: SOCIAL MEDIA ADDICTION VISUAL DESIGN/ UI/UX DESIGN BOLD/ THOUGHTPROVOKING →
THE SOCIAL MEDIA ADDICTION HEATHER (PEIYAO) TANG, MA / REINVENTION & CASE STUDY & MODERN
PILL:
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 70
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HEATHER (PEIYAO)
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PILL: THE SOCIAL MEDIA ADDICTION
TANG, MA / REINVENTION
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 72
HEATHER (PEIYAO) TANG, MA / REINVENTION
[PILL: SOCIAL MEDIA USAGE REPORT]
The Social Media Usage Report encourages users to be more aware of their relationship with social media. In just a few simple steps, data reports are generated in interactive and exciting animated formats. Moreover, unlike complex social media applications on the market that are user-specific, Pill offers attention-enhancing tips and sharing features.
>> [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 74
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PILL: THE SOCIAL MEDIA ADDICTION HEATHER (PEIYAO) TANG, MA / REINVENTIO
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HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
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PILL: THE SOCIAL MEDIA ADDICTION
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PILL: THE SOCIAL MEDIA ADDICTION
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PILL: THE SOCIAL MEDIA ADDICTION
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PILL: THE SOCIAL MEDIA ADDICTION HEATHER (PEIYAO) TANG, MA / REINVENTION
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PILL: THE SOCIAL MEDIA ADDICTION [ ]
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PILL: THE SOCIAL MEDIA ADDICTION [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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[OBJECTIVE]
This complex, carefully designed set promotes a hypothetical film festival for a selected film director. The goal was to create a visual language system explicitly designed for Wong Kar-wai that fully expresses the style, aesthetic discipline, and creativity of he’s films.
[CONCEPT]
After watching all of Wong Kar-wai’s films and researching his career, I identified a theme to explore: the feeling of infinite loneliness, revealed under neon lights, and the endless indulgence in which we keep asking our past selves to find an answer but never get a response. I created flat elements like the image of scratching a lot tery ticket in a highly saturated, blurred blend of light and shadow, representing the constant thirsting for an answer.
[05/10]
FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE
[INSTRUCTOR]
Hunter Wimmer [AWARDS]
[COURSE] Visual system
>>
IDA Design Awards, Bronze Winner, 2021 [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 86 PHOTO CREDIT / INTERNET
SPRING 2021 FILM: POETRY OF INDULGENCE EDITORIAL DESIGN BRANDING PSYCHEDELIC / EMOTIONAL/BOLD &UI/UX DESIGN & UNIQUE FILM
HEATHER (PEIYAO) TANG,
[ ] →
FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE
MA / REINVENTION
PHOTO COLLECTION WONG KAR WAI’S MOVIE [ ]
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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PILL: THE SOCIAL MEDIA ADDICTION [ ]
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PILL: THE SOCIAL MEDIA ADDICTION [ ]
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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FILM FESTIVAL FOR WONG KAR WAI: POETRY OF INDULGENCE [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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(PEIYAO) TANG, MA / PORTFOLIO 114
HEATHER
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PILL: THE SOCIAL MEDIA ADDICTION [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
In the wake of the global pandemic, how can we manage our flexible working hours in a world of freelance design, where efficiency is paramount? How do we address the challenges of working within the different time zones after an outbreak, as well as maintaining an efficient workflow?
Freeflow is a collaborative management dashboard that provides an at-a-glance view of how a freelance designer’s design projects are progressing. It is designed to take the anxiety out of design project management and allow freelancers to make their next design decisions with confidence.
→ → [OBJECTIVE] [CONCEPT] [06/10] >> TASK MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW [INSTRUCTOR] ANDREA PIMENTEL [COURSE] Visual design &Typography 2 [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 116 PHOTO CREDIT / INTERNET
SUMMER 2022 TASK MANAGEMENT FREE FLOW USER RESEARCH / UI/UX DESIGN INFORMATIVE/ INVITING / → & CASE STUDY & EASY/ FLEXIBLE [ ] TASK MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW HEATHER (PEIYAO) TANG, MA / REINVENTION
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 118
[TASK MANAGEMENT FOR DESIGNER]
Freeflow is a collaborative management dashboard that provides an at-a-glance view of how one’s design projects are progressing.
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DASHBOARD
FREE FLOW HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
TASK MANAGEMENT
FOR DESIGNERS:
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MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
TASK
[ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 122
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TASK MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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TASK MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW [ ]
HEATHER (PEIYAO) TANG, MA / REINVENTION
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MANAGEMENT DASHBOARD FOR DESIGNERS: FREE FLOW HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
TASK
The theme of this project is to explore the relationship between graph ics through motion graphics, simple graphic changes, and graphic movement I wanted to take it a step further and create a neon dream world through the combination of overlapping lines and colors.
The inspiration for this project began with a dream I had about a cir cle that kept changing and blending into new environments. Thus, I started with the simple idea of “when a circle starts to dream.” It can be any shape or color it wants. The result will take us back to the beginning, but the process of creativity and dreaming will never stop.
→ → [OBJECTIVE] [CONCEPT] [07/10] >> MOTION GRAPHIC: WHEN A CIRCLE STARTS TO DREAM [INSTRUCTOR] Frank Pietronigro [COURSE] Motion Graphics 1 [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 128 PHOTO CREDIT / INTERNET
SPRING 2022 WHEN A CIRCLE STARTS TO DREAM MOTION GRAPHIC / VISUAL DESIGN BOLD/ NEONFANTASY → & STORYTELLING & PSYCHEDELIC →
TO
HEATHER (PEIYAO)
[ ]
MOTION GRAPHIC: WHEN A CIRCLE STARTS
DREAM
TANG, MA / REINVENTION
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MOTION GRAPHIC: WHEN A CIRCLE STARTS TO DREAM [ ]
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The brand upgrade for Sichuan Airlines from China included complete brand identity guidelines and a series of deliverables, which are inspired by Sichuan Airlines’ own service spirit (love and trust) and the traditional Chinese conception of the sea swallow (protective).
In my redesigned logo, I retained the circles concept of the earth, the sea swallow, and the wave from the previous logo modified it by adding the traditional Chinese character Chuan. The new logo combines the rising sea swallow and the unfolding wings. The circle represents integration in traditional Chinese culture as well as the spirit of Sichuan Airlines, while retaining the image of Sichuan Airlines as dynamic and modern.
>> BRAND STRATEGY:SICHUAN AIRLINE [INSTRUCTOR] Thomas McNulty [COURSE] Strategies for Branding [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 140 PHOTO CREDIT / BEHANCE
→ → [OBJECTIVE] [CONCEPT] [08/10]
SPRING 2022 BRAND STRATEGY SICHUAN AIRLINE PACKAGE DESIGN / EDITORIAL DESIGN FRIENDLY/ CLEAN/MODERN → & VISUAL DESIGN & TIMELESS → BRAND STRATEGY:SICHUAN AIRLINE HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
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BRAND STRATEGY:SICHUAN AIRLINE HEATHER (PEIYAO) TANG, MA / REINVENTION
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MA / PORTFOLIO 148
HEATHER
TANG,
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→ BRAND STRATEGY:SICHUAN AIRLINE HEATHER (PEIYAO)
MA / REINVENTION [ ]
TANG,
For every new dog owner, it is important to quickly learn about the fun dog parks around our community and to find ways to help socialize our dogs. However, if we fail to do this, we won’t be able to meet the basic socialization needs of our dogs.
The goal of the project was to design an app that was dedicated to the socialization of dogs. In short,Pet’s up app was designed to help socialize pets by sharing social events and locations. Users can share exciting places to walk their dogs, follow them, and share their experiences through the Pet’s Up app.
→ →
[CONCEPT] [09/10] >> TINDER FOR DOGS: PET’S UP [INSTRUCTOR] Phil Hamlett [COURSE] Graphic Design 3: Nature of Interaction [ ] HEATHER (PEIYAO) TANG, MA / PORTFOLIO 166 PHOTO CREDIT / INTERNET
[OBJECTIVE]
SPRING 2021 TINDER FOR DOGS: PET’S UP UI/UX DESIGN / CASE STUDY LIVELY/ USERFRIENDLY → & DIGITAL DESIGN & VIVID AND SILLY TINDER FOR DOGS: PET’S UP HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
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TINDER FOR DOGS: PET’S UP [ ]
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[TINDER FOR DOGS: PET’S UP]
This app is designed to focus on socialize dogs and share social content. Users can discover exciting places to walk their dogs, follow them, and post updates on their experiences through the Pet’s Up app. →
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HEATHER (PEIYAO) TANG, MA / REINVENTION
The goal of the project was to create a warm, handmade, and welcom ing brand image for coffee shop located in various communities through visual language.
I researched the branding and finalized the details through video conferencing, and the LOUD and circular patterns were inspired by the street names of the neighborhoods where each coffee shop was located. The hope was that the warm, bright color palette would showcase the store’s warm and welcoming feel. At the same time, the geometry of the circles was used to explore more possibilities and bring interest to the brand.
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2021 FALL FREELANCE WORK LOUD CAFÉ BRAND STRATEGY / CASE STUDY CASUAL/ COMMUNITY WELCOMING → & ART DIRECTION & HANDMADE FREELANCE DESIGN WORK:LOUD CAFÉ HEATHER (PEIYAO) TANG, MA / REINVENTION [ ]
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PORTFOLIO
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Mom, Dad, and my grandmother. Thank you for all your support. Your support gives me the courage to try new things.
Thanks to Abby, thank you for always being by my side.
Thanks to Hemi, thank you for staying up late every night you are by my side to keep me company.
Thanks to Mary Scott, Hunter Wimmer, Thomas McNulty, Phil Hamlett, Tory Alders, John Nettleton. Thank you for your patience and inspiration, which makes me become a better and professional designer and hard worker through continuous experimentation and exploration.
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[FAMILY] [FRIEND] [MY DOG] [INSTRUCTORS]
SPECIAL THANKS TO MY FAMILY AND FRIENDS CUTEST DOG/ IN THE UNIVERSE THANK YOU FOR ALL THE SUPPORT → & INSTRUCTORS & PATIENCE PILL:
HEATHER (PEIYAO) TANG,
REINVENTION [ ]
THE SOCIAL MEDIA ADDICTION
MA /
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[CONTACT] [BOOK DETAILS] [SCHOOL] [INSTRUCTOR]
Email: Heathertangdesign.com Website: Heathertangdesign.com IG: Heathertang.jpeg
Title: Reinvention Printing and Binding: Blurb.com Typography: DIN 2014 Paper: Mohawk Superfine Eggshell 100# Text
Academy of Art University School of Graphic Design
Mary Scott
[COPYRIGHT ©2022 HEATHER (PEIYAO) TANG]
All rights reserved. No part of this publication may be reproduced in any manner whatsoever without permission and transmitted, distributed, in any form or by any means, including photocopying, recording and other electronic or mechanical means.
Student project only, no part of this book is for commercial use.
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