Hoi Mei Lin Portfolio by Hoi Mei Lin

HKG

SFO SELECTED WORKS OF HOI MEI LIN

S PA C E / S E L E C T E D W O R K S O F H O I M E I L I N

HKG

SFO SELECTED WORKS OF HOI MEI LIN

THE SPACE IN BETWEEN Occupying the space in between two cities, I was born in Hong Kong then moved to San Francisco at the age of 19. Everything was now different, the new culture, the people, and the space. Having left home for over ten years, never truly belonging there anymore or in the United States. Always asking myself: where do I belong and who am I? Travelling in the middle space,learning from experiences, failures, observation became a tool for survival. Time and experience have made me a visual s t o r y t e l l e r. E a c h n e w d e s i g n i s a n o p p o r t u n i t y t o c r e a t e a n emotional connection, a chance to stimulate conversation, to g o d e e p e r. E v e r y n e w p r o j e c t b e c o m e s a n o p p o r t u n i t y t o r e a c h a level of heightened engagement, to create experiences and build communities. The narrative is changing and it is now u n i v e r s a l ; t h e t r u e s o l u t i o n i s i n t h e a i r, f l o a t i n g i n t h e s p a c e in between, the space where I now live.

DEDICATION This book is dedicated to my Mom and Dad. Thank you for your infinite patience, for encouraging me to pursue my dreams and t e a c h i n g m e t o a l w a y s r e m a i n t r u e t o m y s e l f . To a l l m y f a m i l y , friends, classmates and teachers, I am so thankful that all of you have appeared in my life and given me such wonderful support. I have learned things from our shared experiences in the past and I am grateful to all of you for helping me achieve my goals and in making me a better person.

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SPACE 01 PA GE 009 BL AC K H O L ES

SPACE 02 PA GE 025 GO T H AM UNIVERSE

SPACE 03 PA GE 033 AL IVE SF

SPACE 04 PA GE 045 GUITAR C ENT ER

SPACE 05 PA GE 055 TAD

SPACE 06 PA GE 065 ROSS

SPACE 07 PA GE 077 ANDY GOL DSWORT H Y

SPACE 08 PA GE 085 ANDY WARH OL

SPACE 09 PA GE 093 H AWAIIAN H O ST

SPACE 10 PA GE 101 KIRKL AND SIGNAT URE

EXPLORING

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TYPOGRAPHY 3 | BLACK HOLES

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01 / â &#x201E; 02 03 04 05 06 07 08 09 10

BLACK HOLES Project

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STORY TELLING

Design a promotional book.

BOOK DESIGN Objective Course

Every new design begins as a journey into the unknown, the

TYPOGRAPHY 3

leap of faith. Inspired by the 25 vibrant, neon like colors of A S T R O B R I G H T S p a p e r c o l l e c t i o n b y N e e n a h P a p e r, t h e b o o k i s

Instructor

designed to encourage discovery. A Black Hole forms the basis

ARIEL GREY

of the layout, a body so massive that no light can escape, the strong gravitational pull looms over the paper collection with galactic names like Celestial Blue, Vulcan Green and Cosmic Orange. Using imagery from space exploration and patterns of gravitational pull, designers are challenged with infinite p o s s i b i l i t i e s u s i n g t h e c o l o r s b e f o r e t h e y a r e l o s t f o r e v e r.

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 3 | BLACK HOLES

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TYPOGRAPHY 2 | GOTHAM

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GOTHAM Project

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STORY TELLING

Design a tribute to a particular typeface and a card set.

TYPEFACE Objective Course

The Gotham typeface was designed in the year 2000 by New

TYPOGRAPHY 2

York designer Tobias Frere-Jones, inspired by the popular architectural signage from the mid twentieth century. I fell in

Instructor

love with the no-nonsense style of the lettering, particularly

SAMI SAAUD

the letter ‘O’, the perfectly shaped circle that is unassuming and yet authoritative at the same moment. Each card projects a world of endless possibilities, forever changing scales of enormous proportions. Thin line work traces the trajectories of planets as they are invisibly crisscrossing one another’s paths, rendered without color in black and white.

S PA C E / S E L E C T E D W O R K S O F H O I M E I L I N

Gotham Universe

Tobias Frere-Jones

Hoelfer Type Foundry

2000

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the urban enviroment in New York. Frere-Jones was always fond of the ‘old’ New York and its lettering. After collecting material for Gotham.

Gotham was inspired by a variety of street signs originally carved, painted, rendered in neon, and cast in steel or bronze on the facade buildings throughout

Gotham Universe

Tobias Frere-Jones

Hoelfer Type Foundry

Gotham Universe

2000

Gotham nherited i an honest ho nest Gotham inherited an and and straightforward straightforward tone tone that ral withou t thatisisneut neutral without being clinical, authoritative being clinical, authoritative

without impersonal. without being being impersonal. The The result resultisisaa typeface typeface that ly wwithout ithout that isis friend friendly imposing, confident. imposing, confident.

TYPOGRAPHY 2 | GOTHAM

Tobias Frere-Jones

Hoelfer Type Foundry

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Gotham Universe

2000

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Hoelfer Type Foundry

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The typeface, Gotham, The type face, Gotham , deliberately evokes the delib erately evokes the blocky, bold, no-nonsense, blocky, bold, no-nonsense, unselfconscious lettering unselfconscious lettering that dominated streetscape that dominated streetscape

from the 1930’s through the from the1930’s through the 1960’s in building names, 1960’s in building names, neon signs, hand-lettered neon signs, hand-lettered advertisements and the advertisements and the lithographed posters. lithographed posters.

Gotham inherited an honest and straightforward tone that is neutral without being clinical, authoritative

Gotham Universe

Tobias Frere-Jones

Hoelfer Type Foundry

2000

without being impersonal. The result is a typeface that is friendly without imposing, confident.

Frere-Jones always figured that the finished typeface could come back full circle to signage while it’s not as

other designs, Gotham builds its esthetic directly out of the pressures of the normal typeface proportion.

S PA C E / S E L E C T E D W O R K S O F H O I M E I L I N

TYPOGRAPHY 2 | GOTHAM

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TYPOGRAPHY 2 | GOTHAM

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GRAPHIC DESIGN 3 | ALIVE SF

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ALIVE SF Project

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UI/UX

Design an iPhone app.

CONCEPT DESIGN BRANDING

Objective W e l c o m e t o A l i v e S F, t h e l i v e m u s i c d i s c o v e r y a p p w i t h a

Course

real emphasis on local bands. Designed for music listeners who

GRAPHIC DESIGN 3

like to hunt for something new or unexpected. Connect easily to local, independent live music using the concert finder with

Instructor

up to the minute listings. The app is designed to raise social

B R YA N P I E R AT T

awareness by focusing on local acts and underground labels, amazing talent that is not part of the main stream. Navigation & customizable settings alert you ahead of time to live music events near your location. Use the interface to sample music before buying tickets to the show.

S P A C E / S E L E C T E D W O RR KK SS OO FF HHOOII MMEEII LLIINN

GRAPHIC DESIGN 3 | ALIVE SF

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GRAPHIC DESIGN 3 | ALIVE SF

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GRAPHIC DESIGN 3 | ALIVE SF

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IDENTITY 1 | GUITAR CENTER

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GUITAR CENTER Project

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REBRANDING

Rebrand a retail store. Objective

Course

The current branding has become dated and struggles to

IDENTITY 1

c r e a t e a n y e m o t i o n a l c o n n e c t i o n w i t h t h e u s e r. F i r s t l y I h a v e redesigned the logo using the letters G and C from the name to

Instructor

mimic the old guitar motif. This allows the updated logo to

DEAN WILCOX

still retain the existing brand equity. The new look relies on colors synonymous with the world of rock, gold, deep purple, pitch black and crimson red. Extreme close up photography of guitars, strings, picks, helps to celebrate the craftsmanship in the construction of the instruments. The new brand aims to transport the viewer on a magical journey.

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IDENTITY 1 | GUITAR CENTER

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GRAPHIC DESIGN 2 | TAD

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TAD: TATTOO APPLICATION DEVICE Project

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PRODUCT DESIGN

Product design, Retail brand & application System

BRANDING Objective Change is the only constant. Sometimes tattoos can be painful Course

reminder of a bad decision. TAD is a pen inspired by contemporary

GRAPHIC DESIGN 2

tattoo artists and the need for innovation in temporary tattoo art. The future of body art like everything must give the user

Instructor

options. TAD is a completely new approach to tattoo artistry;

D AV I D H A K E

it allows the user to experiment with different ideas, never having to commit to a tattoo for life. Wireless, the lightweight DIY laser pen device can be uploaded with vector art straight from a phone, tablet or a laptop. Using innovative light based ink processes the skin becomes pigmented for three to six months also TAD requires no needle and is painless.

S PA C E / S E L E C T E D W O R K S O F H O I M E I L I N

TA D

GRAPHIC DESIGN 2 | TAD

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GRAPHIC DESIGN 2 | TAD

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GRAPHIC DESIGN 2 | TAD

EX PERIE NCE TH E WORLD ’ S FIRST E VE R LIGHT BA SE D TATTO O P E N.

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GRAPHIC DESIGN 2 | TAD

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IDENTITY 2 | ROSS

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01 ⁄ 02 03 04 05 06 / 07 08 09 10

ROSS: LESS IS MORE Project

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REBRANDING

Redesign retail & product identity

WEB DESIGN Objective Course

As an established bargain hunter I chose to rebrand one of my

IDENTITY 2

favorite stores, Ross. It is the third largest off-price retailer in the US. Often an off-price store can have a negative stigma

Instructor

attached to it. Breathing new life into the brand led first to

T H O M A S M C N U LT Y

choosing colors that represented the universality of all the people that shop there. Hunting for a deal is fun, so I set out to create a logo that is friendly and engaging. By softening the edges and infusing it with the color specturm the logo becomes more accessible. With the new tagline ‘Less is More’, people are reminded they can afford more by spending less at Ross.

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IDENTITY 2 | ROSS

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DRE FO LE

ESS OR SS

IDENTITY 2 | ROSS

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IDENTITY 2 | ROSS

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LE IS MO

ESS S ORE

IDENTITY 2 | ROSS

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IDENTITY 2 | ROSS

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PA C K A G E D E S I G N 2 | A N D Y G O L D S W O R T H Y

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01 ⁄ 02 03 04 05 06 07 / 08 09 10

ANDY GOLDSWORTHY Project

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IDENTITY

Design a line of sustainable powdered latex paints.

PA C K A G I N G BRANDING

Objective I discovered the land art works of the artist in the Presidio

Course

while hiking. The simplicity of his art, using only the natural

PA C K A G E D E S I G N 2

world as his canvas, inspired this collection. This eco-f r i e n d l y paint needed a container that emulated the sculptural finesse

Instructor

of the artist. The form of the packaging is based on the egg

T H O M A S M C N U LT Y

shaped stone sculpture that is called the ‘Strangler Cairn’ constructed by the artist outside of Brisbane, Australia. By using Japanese folding paper techniques, I was able to form the geometrical representation of the work he created. The p a i n t c o l l e c t i o n c o n s i s t s o f t w o l i n e s , i n t e r i o r a n d e x t e r i o r.

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GRAPHIC DESIGN 2 | TAD

011

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PA C K A G E D E S I G N 2 | A N D Y G O L D S W O R T H Y

081

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GRAPHIC DESIGN 2 | DARING EXPLORER IN THE 60’s

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01 ⁄ 02 03 04 05 06 07 08 / 09 10

DARING EXPLORER IN THE 60’s Project

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EXHIBIT BRANDING

Design an exhibition brand and the systems application.

Course

Objective

GRAPHIC DESIGN 2

There are many challenges in branding an exhibit centered on one of the most visual iconic artists of the 21st century. Having

Instructor

seen his portrait everywhere growing up I chose to start there.

D AV I D H A K E

The artists face is almost as famous as his work; by using it in the marketing the viewer is immediately aware of the subject m a t t e r. U s i n g m u l t i p l e t e c h n i q u e s t h a t w e r e s i g n a t u r e s o f the artist, the portrait became the canvas to experiment on using a reverse negative photo with silk-screening effects and layering colors from the era of POP Art. Andy Warhol’s legacy lives on within the exhibit branding.

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GRAPHIC DESIGN 2 | DARING EXPLORER IN THE 60’s

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GRAPHIC DESIGN 2 | DARING EXPLORER IN THE 60’s

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P A C K A G E D E S I G N 1 | H AW A I I A N H O S T

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HAWAIIAN HOST Pro j e ct

Task

PA CKA GIN G

De sign a r e tail br and, pack aging and appl icatio n syste m.

REB RA N DING IDEN T IT Y

Objecti ve My parents would bring these chocolates as a gift when visiting

C o urs e

r e l ative s. I t was a tr aditio n in o ur famil y. I simpl ifie d and mo de rn i z e d

PA CKA GE DESIGN 1

the l o go by r e mo ving the e x ce ssive fl air fr o m the scr ipte d fo n t . Usi n g a white back gr o und and a l ighte r co l o r pal ate he l ps the cho colat e b a r

Ins tructo r

t o s t a n d o u t a m o n g c o m p e t i t o r s p a c k a g i n g a t t h e s t o r e . M a n y ot h e r

CHA M IN DRI W IJEM A N N E

brands have dark packaging. Each icon character has a different facial e x pr e ssio n and is inspir e d by Hawaiian cul tur al ar tifa ct s an d statue s. The spe cial ty l ine is co ntaine d in a bl ack tin de sign b ase d on the Hawaiian Tik i To te ms; e ach figur e has a mo uth in the shape of t h e fruit, indicating the flavor of the chocolate inside.

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P A C K A G E D E S I G N 1 | H AW A I I A N H O S T

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P A C K A G E D E S I G N 1 | H AW A I I A N H O S T

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P A C K A G E D E S I G N 1 | H AW A I I A N H O S T

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E

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THE STORE WITHIN THE STORE Project

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PA C K A G I N G

Redesign retail store and create new private brands.

REBRANDING IDENTITY

BACKGROUND “Kirkland Signature” is Costco’s store brand (house brand/

Course

own brand/ private label). The very first Kirkland Signature

PA C K A G E D E S I G N 4

products appeared at Costco in 1995. The Kirkland Signature label today appears on about 20 percent of the products you

Instructor

find in your local warehouse - on everything from men’s dress

MICHAEL OSBORNE

s h i r t s , l a u n d r y , d e t e r g e n t , p e t f o o d t o t o i l e t p a p e r, c a n n e d f o o d s t o c o o k w a r e , o l i v e o i l t o b e e r, a u t o m o t i v e p r o d u c t s t o health care and beauty aids. The common element: These are Costco’s signature products that offer the perfect combination of quality and price to members.

S PA C E / S E L E C T E D W O R K S O F H O I M E I L I N

Objective In order to satisfy the growing need for living a healthier lifestyle, Kirkland SIgnature would have to produce with healthy alternatives to their food and products. By providing food options that are organic, free-range, gluten-free, vegan or crueltyfree they will appeal to those who want to have a healthy life style on a budget. The store would still continue to sell private brands as well as Kirkland Signature branded products.

COLD PRESSED JUICE

Dairy

KITCHEN

CLEAN

H E A LT H

SWEET

Delicatessen

Objective Specialized cold brew coffee & tea concentrate, based on the idea that customers would enjoy complex high quality taste in their daily life.

Objective Shaving brand for men, consists of new products designed to suit a modern gentlemans life style.

Objective Line of non-alcoholic artisan cocktail mixers that are perfect for entertaining friends. A must have product line for the budding mixologist.

PE R FOOD

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E

CLEAN EFFICIENT MODERN

TRENDY intertwined ENERGIZING

ELEGANT FASHIONABLE LUXURIOUS

ARTISANAL C E L E B R AT O R Y EFFORTLESS

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COLD PRESSED JUICE

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / C O L D P R E S S J U I C E

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / C O L D P R E S S J U I C E

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Dairy

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / D A I R Y

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Orga

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KITCHEN

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / K I T C H E N

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / K I T C H E N

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CLEAN

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / C L E A N

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / C L E A N

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H E A LT H

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / H E A LT H

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / H E A LT H

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SWEET

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / S W E E T

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / S W E E T

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Delicatessen

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / D E L I C AT E S S E N

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / D E L I C AT E S S E N

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PE R FOOD U S

P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / S U P E R F O O D

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / S U P E R F O O D

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / T W I N E

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / T W I N E

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / B E S T M A N

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / B E S T M A N

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P A C K A G E D E S I G N 4 | K I R K L A N D S I G N AT U R E / M I X T

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GUITAR CENTER

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THANK YOU SO MUCH Mo m and Dad, Re jina Lau, Jo anne Tai, Kathe r ine Yu, Duck y Tse , V ivie nne Luk , El aine Ng, Ami To ng, Ruby Wo ng, Pe nny Li, Agne s D e lg ado Lau, C ame r o n Ste war t, Mar k Lynch, Diane Ne r he im, Ste ve D ob b i n s, Vane ssa Kar e l , Dino Gr anie l l o , Adr ie l So cr ate s, Me gan K e ar ne y , F ri da Tho mse n, Huy Tr an, Ye jo o K wo n, He nni Tso , Nicano r Ar nado, Pri t i Kapadia, I r e ne He ntschk e , Er ic He ntschk e , C hamindr i W ije man n e , Amy Br o adbe nt, Re be cca Danie l s, Michae l Kil go r e , C l aude Di e t e ri ch , David Hak e , Andr e a Pime ntal , Te r r y Ho ff, Jul ia Br o wn, Mar k Rey n olds, Sami Saaud, De an W il co x , Ar ie l Gr e y, Me gumi K iyama, Br yan Pi e rat t , Tho mas McNul ty, Eszte r C l ar k , Bo b Sl o te , W il l iam C ul pe ppe r , Mi ch ae l Osbo r ne , and Mar y Sco tt.

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