“Use your heart to feel the world, mix your soul to the design.” That’s the way I always run as a graphic designer. Hello, everyone, this is Lehu Zhang. Welcome to my portfolio. You may don’t like every works here, but I guarantee I’ll try my best to use my design to touch your soul.
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O n e D e s i g n e r , T w o C u lt u r e s
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p r e fa c e
03 / 04
chapter 1 2 3 4 5 6 7 8 05 / 06
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O n e D e s i g n e r , T w o C u lt u r e s
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project title
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Vi sual Typography Expl oration
UP : U rban Pl anni ng
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course
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date
form
Book, Poster, Mai l er
S p r in g 2011
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i n s t r u c to r
Ari el G ray
Typ o g raphy 4
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categories
project description
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project solution
Classic and cutting-edge typographic
The subject of my book discusses the
communications will be developed and
future urban city planning. As a result of
refined in a variety of challenging projects
urban expansion agricultural land is being
which may include book design, poster
diminished. So I propose looking upward
design and other print assignments. For
and asking the question: Why don’t we
this course, an emphasis on typography
build our city higher and higher?
will be used to communicate the concept,
Because of the concept, my book’s format
feeling, and mood of the chosen subject
is long and narrow, to emphasize the
matter. The main form of this project is a book, mailer; and also, we create a 30 × 40 double sided poster. For the mailer, we are free to use any material, sizes and forms
vertical concept. Blue evokes the sky and the form of the book takes on the look of a skyscraper.Photos with strong vertical perspective drives the composition to
that translates our concept.
reinforce the main thought, “reach for the sky.” For the mailer, I used the concept of a puzzle to build a skyscraper. The target audience could build their own “skyscraper” to gain the experience.
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 07 / 08
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 0 9 / 10
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 11 / 1 2
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 13 / 14
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 15 / 16
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 17 / 18
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T y p o g r ap h y 4
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i n s t r u c to r A r ie l g r a y
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p r o j e c t up : u r ba n p l a n n i n g
chapter 1 2 3 4 5 6 7 8 19 / 2 0
Tsingtao Brewery is China’s second largest brewery. It was founded in 1903 by German settlers and now claims about 15% of domestic market share. The beer is produced in Tsingtao in Shandong province, but the name of the beer uses the old École française d’Extrême-Orient transliteration. The beer’s present-day logo displays an image of Zhan Qiao, a famous pier on Qingdao’s southern shore.
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 21 / 22
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O n e D e s i g n e r , T w o C u lt u r e s
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project title
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Package Design
Tsingtao Beer Re-Package
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course
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date
form
Package
Fall 2010
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i n s t r u c to r
Thomas McNulty
Package Design 3
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categories
project description
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project solution
This is a package class. This course
My chosen brand is a traditional Chinese beer
examines the marketing and branding
- Tsingtao. My goal is to introduce this eastern
of a product line through packaging.
beer to the western world. Because Tsingtao
Topics covered include market analysis,
Beer already had a very successful identity
logotype development, symbols, photog-
system, I want to make an evolutionary change,
raphy, and illustration. For this project,
not a revolutionary one.
the final goal is to choose a currently
What does evolution mean?In this case, it
existing beer brand, and re-package it.
means make changes as minimal as possible
The idea is to establish a strong concept
to achieve the biggest difference. I slightly
in order to achieve the final result.
fixed the logo to make it much more modern. I kept the main color of the current design, but added some pattern for the background. Finally, the entire look of the package doesn’t change a lot, but it has a more modern feeling, while retaining classic influences.
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 23 / 24
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 / / /
25 / 26
old logo
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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ne w logo
i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 27 / 28
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 29 / 30
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 31 / 32
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 33 / 34
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s pac k age d esig n 3
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i n s t r u c to r t h o mas mc n u l t y
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p r o j e c t up : tsi n gta o bee r
chapter 1 2 3 4 5 6 7 8 35 / 36
Mamoru Fujisawa, known professionally as Joe Hisaishi, is a composer and director known for over 100 film scores and solo albums dating back to 1981. He is best known for his work with animator Hayao Miyazaki, having composed scores for many of his films.
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O n e D e s i g n e r , T w o C u lt u r e s
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 37 / 38
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O n e D e s i g n e r , T w o C u lt u r e s
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project title
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Joe Hisaishi : Music Tour
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Book, Print Design
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course
date
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Summer 2010
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i n s t r u c to r
Troy Alders
Print 1
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categories
form
Book, Brochure
project description
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project solution
Print 1 class investigates the specific
The Musician I chose is a very famous
aspects of various publications, including
Japanese composer and pianoist, Joe Hisaishi.
posters, brochures, magazines, and
I began to listen his music since I was a child.
newsleters. Concepts and designs are
His music style are dreamy, light, and elegant.
developed as they relate to target
People always say that, Joe Hisaishi’s music
audiences. For this project, we were
could touch your soul.
ask to choose a famous musician and
My design keywords are elegant, piano,
design a 10 pages tour book. We
dreamy, light, and peaceful. I used some
need to develop strong visual
graphic elements to emphasis the music
formates and structure for maximum
feeling. The Black&White bars evoke the
communication effectiveness.
piano, and the colorful circles on the note present the music. At the end, I showed some real photoes I shoot in Japan.
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 39 / 40
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O n e D e s i g n e r , T w o C u lt u r e s
JOE HISAISHI
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 41 / 42
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O n e D e s i g n e r , T w o C u lt u r e s
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
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bokura o nosete
itsuka kitto deau
chikyuu wa mawaru kimi o nosete
kagayaku hitomi kirameku tomoshibi
chikyuu wa mawaru kimi o kakushite
ka-san ga kureta ano manazashi
do-san ga nokoshita atsui omoi
bokura o nosete
itsuka kitto deau
chikyuu wa mawaru kimi o nosete
kagayaku hitomi kirameku tomoshibi
chikyuu wa mawaru kimi o kakushite
ka-san ga kureta ano manazashi
do-san ga nokoshita atsui omoi
NAIFU, RANPU kaban ni tsume konde
8
saa dekake you
7
hitokire no PAN
6
kimi ga iru kara
5
ano dore ka hitotsu ni
4
taku-san no hi ga
3
natsukashii no wa
2
ano chiheisen kagayaku no wa
1
43 / 44
doko ka ni kimi o kakushite iru kara
chapter
Castle in the Sky
O n e D e s i g n e r , T w o C u lt u r e s
せ て い つ か き っ と 出 逢 う 仆 ら を の せ て
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class print 1
地 球 は 回 る 君 を の
隠 し て く 瞳 き ら め く 灯
地 球 は 回 る 君 を
い 母 さ ん が く れ た あ の ま な ざ し
父 さ ん が 残 し い 想
れ の パ ン ナ イ フ ラ ン プ 鞄 に つ め 込 ん で
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さ あ 出 か け よ う 一 切
せ て い つ か き っ と 出 逢 う 仆 ら を の せ て
地 球 は 回 る 君 を の
隠 し て く 瞳 き ら め く 灯
地 球 は 回 る 君 を
想 い 母 さ ん が く れ た あ の ま な ざ し
父 さ ん が 残 し た い
れ の パ ン ナ イ フ ラ ン プ 鞄 に つ め 込 ん で
さ あ 出 か け よ う 一 切
せ て い つ か き っ と 出 逢 う 仆 ら を の せ て
i n s t r u c to r t r o y a l d e r s
地 球 は 回 る 君 を
隠 し て く 瞳 き ら め く 灯
地 球 は 回 る 君 を
想 い 母 さ ん が く れ た あ の ま な ざ し
父 さ ん が 残 し た い
鞄 に つ め 込 ん で
れ の パ ン ナ イ フ ラ ン プ
/ / /
さ あ 出 か け よ う 一 切
君 が い る か ら
か し い の は あ の ど れ か ひ と つ に
た く さ ん の 灯 が 懐
ど こ か に 君 を 隠 し て い る か ら
あ の 地 平 く の は
p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 45 / 46
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O n e D e s i g n e r , T w o C u lt u r e s
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 47 / 48
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O n e D e s i g n e r , T w o C u lt u r e s
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 49 / 50
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O n e D e s i g n e r , T w o C u lt u r e s
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class print 1
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i n s t r u c to r t r o y a l d e r s
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p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 http://www.joehisaishi.com/
JOE HISAISHI
BIOGRAPHY WORLD TOUR 2010 DISCORGRAPHY
51 / 52
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O n e D e s i g n e r , T w o C u lt u r e s
N
ch
A
G
H O M E
B IO G
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When he started to take violin les-
music, and created his own label。 A year later, the label released its first album, Pretender, in New York.
WORLD TOUR 2010
a solo career, began to produce
industry, his career grew. He initiated
was given to Hisaishi and the anime
“Joe Hisaishi.”As more exposure
in Japanese, “Quincy Jones” became
musician and producer. Retranscribed
Quincy Jones, an African-American
formulated an alias inspired by
were becoming well known, Hisaishi
released a year later.As his works
in 1981, with Information being
first album, MKWAJU, was released
his name around his community. His
first public performance, spreading
Around 1975, Hisaishi presented his
expanded toward orchestral work.
his music from minimalist ideas and
saishi’s compositions. He developed
band in 1978–1983), influenced Hi-
Orchestra (a Japanese electronic
genres, as well as the Yellow Magic
new-age music flourished; those
popular music, electronic music, and
Full Throttle).In the 1970s, Japanese
(Academy of Ninja) and Futari Taka (A
he composed for Sasuga no Sarutobi
his given name. During this period,
other early works were created under
animation called Gyatoruzu. This and
when he composed music for a small
first success of the business in 1974
in the musical world.He enjoyed his
typesetter, furthering his experience
laborated with minimalist artists as a
in music composition. Hisaishi col-
College of Music in 1969 to major
love, he attended the Kunitachi
his passion for music. Realizing his
sons at age five, Hisaishi discovered
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/ / / N
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/ / / KY
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class print 1 Nagano, Japan as Mamoru Fujisawa.
Joe Hisaishi was born in Nakano,
biography
IJ
UR
TO
BE
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10 20
TO
http://www.joehisaishi.com/ DISCOGRAPHY
http://www.joehisaishi.com/
p r o j e c t up : music t o u r
chapter 1 2 3 4 5 6 7 8 53 / 54
Utopia is a name for an ideal community, taken from the title of a book written in 1516 by sir Thomas More describing a fictioal island in the Atlantic Ocean, possessing a seemingly perfect socio-politico-legal system. Dystopia is a negative utopia, a totalitarian and repressive world.
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T Y P O G R A P HY 3
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i n s t r u c to r A R I E L G R A Y
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p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8
DYSTOPIA
UTOPIA
55 / 56
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O n e D e s i g n e r , T w o C u lt u r e s
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project title
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Utopia | Dystopia
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Typography, Book
course
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Typography 3
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i n s t r u c to r
Ariel Gray
date
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Spring 2010
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categories
form
Book, Poster
project description
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project solution
Classic and cutting-edge typographic
The paper I chose is Utopia paper from
communications are developed and refined
Appleton Coated. Based on the paper name,
in a variety of challenging projects which
Utopia, the paper has a very warm white color
include book design, poster design and post
surface. People may ask, What is Utopia?
card design. For this course, an emphasis on typography is used to communicate the
Utopia is a name of an ideal community. In
concept, feeling and mood of the chosen
this world, there’s no wrath, sloth, gluttony,
subject matter. We were tasked to create a
pride, lust, greed, and envy. The entire world
promotion of a paper company of our
is peaceful and harmonious.
choice. We need to select the paper, and create a concept relate to this paper.
So, my design concept is close to the idea of the Utopian world. I used birds and clouds to emphasize the free, peaceful feeling. My typography doesn’t follow a typical grid, so it evokes a free and harmonious impression.
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c l a s s T Y P O G R A P HY 3
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i n s t r u c to r A R I E L G R A Y
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p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 57 / 58
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O n e D e s i g n e r , T w o C u lt u r e s
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c l a s s T Y P O G R A P HY 3
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i n s t r u c to r A R I E L G R A Y
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p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 THE THE
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59 / 60
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O n e D e s i g n e r , T w o C u lt u r e s
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i n s t r u c to r A R I E L G R A Y
P
LD / / /
/ / /
O
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c l a s s T Y P O G R A P HY 3
D
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/ / /
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p r o j e c t U T O P I A | DY S T O P I A
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chapter 1 2 3 4 5 6 7 8 61 / 62
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s T Y P O G R A P HY 3
/ / /
i n s t r u c to r A R I E L G R A Y
/ / /
p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 THE
U
THE
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A / / /
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c l a s s T Y P O G R A P HY 3
D
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/ / /
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i n s t r u c to r A R I E L G R A Y
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/ / /
p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 65 / 66
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s T Y P O G R A P HY 3
/ / /
i n s t r u c to r A R I E L G R A Y
/ / /
p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 67 / 68
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s T Y P O G R A P HY 3
/ / /
i n s t r u c to r A R I E L G R A Y
/ / /
p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 69 / 70
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s T Y P O G R A P HY 3
/ / /
i n s t r u c to r A R I E L G R A Y
/ / /
p r o j e c t U T O P I A | DY S T O P I A
chapter 1 2 3 4 5 6 7 8 71 / 72
Kohl’s Corporation is an American department store chain headquartered in the Milwaukee suburb of Menomonee Falls, Wisconsin, operating as of September 2011, 1,089 stores in 49 states. Kohl’s has coupe of different product lines, such as Children’s, Teenager’s, Women’s and Men’s. The main products are cloths with good quality but low price, that’s the reason why Kohl’s became a popular store of the USA.
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 7 3 / 74
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
project title
/ / /
Package Design
Kohl’s Re-Design
/ / /
/ / /
course
/ / /
date
form
Product Package
Spring 2011
/ / /
i n s t r u c to r
Thomas McNulty
Package Design 4
/ / /
categories
project description
/ / /
project solution
In this course, we extended the areas
Based on our marketing research, we decided
of branding innovation while maintaining
to keep the current baby product line, Jumping
awareness of client goals and specific target
Beans, but with a new brand identity. We
audiences. A wide variety of prototypical
created a KOHL’S house brand, Stone Harbor
client areas were used as project subjects.
Collection, which sold bathroom, home, and
Research and comparative market analysis
kitchen products. The other 3 private product
were emphasized. For this project, the idea
lines we created are MOD for home/decor,
was to create a new revitalized system that
Premier for kitchen/appliance, and BrookField
would make the department store, KOHL’S,
for Home improvement.
to be a preferred place to shop. We could keep some existing lines, as well as create
The project was a group project, luckily I had 3 good group members, Ben Wong,
new lines to absorb more customers.
Jordan Leal, and Hyojin Lee.
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8
H o u s e B r a n d - Sto n e h a r bo r Late 20 - 50s Premium Understated, Quiet, Comfortable, Inviting, Soft, Delicate, Muted palette
BATHROOM
K I T C H EN / D INING
H O ME / LI V ING
Rugs
Bed sheet
Plates
Shower curtain
(twin, queen, king)
Cups/ Mugs
Soap Pumps
Pillow
Wooden utensils
Bath Salt
House Slippers
Pots
Hand soap & Lotion set
Organizer
Pans
Candle
Hangers
Wood Cutting Board
Washcloth
7 5 / 76
Napkins
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O n e D e s i g n e r , T w o C u lt u r e s
private brands
H O ME / D EC O R - MOD
K I T C H EN / APPLIANCES - PREMIER
BABY
HOME IMPROVEMENT - Brookfield
- JB
Late 20 - 50s
Late 20 - 50s
Mid 20 - 30s
Newborn
Middle / Affordable
High- end, Modern, Luxury,
Handmade Materials,
Middle / Affordable
Contemporar y, Modern,
Classy, Clean, Minimal, Sleek
Playful, Natural, Fresh,
Handy, Edge/ Sharp,
Fluid, Practical, Smooth,
Black & Stainless Steel
Soft, Delicate
Monochromatic, Straight-
Bright, Clean, Relaxing
Metalic Gold & Mat Black
Pastel, Natural light color,
Forward, Bold, Colorful
Table lamp
Toaster
Burp Cloth
Paint can
Alarm clock
Conventional Oven
Baby Bottle (x4)
Paint brush
Wall clock
Coffeemaker
Handmade blankets
Paint roller
Trash can
Espresso machine
Handmade pillow
Portable Flashlight
Vases
Blender
Bibs
Leather Work Gloves
Electric knife
Waffle Maker
Stuffed Animals (x4)
Extension cords
White & Red, Broadside Type Effect
DÉCOR
Stepstools
Waffle Mix
Safety glasses
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
77 / 78
chapter 1 2 3 4 5 6 7 8 79 / 80
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 81 / 82
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 83 / 84
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter
DÉCOR
1 2 3 4 5 6 7 8 85 / 86
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
DÉCOR
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter
DÉCOR
1 2 3 4 5 6 7 8 87 / 88
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter
DÉCOR
1 2 3 4 5 6 7 8 89 / 90
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter
DÉCOR
1 2 3 4 5 6 7 8 91 / 92
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 93 / 94
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 95 / 96
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 97 / 98
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s PAC K AG E D E S I G N 4
/ / /
i n s t r u c to r T HO M A S M C N U L T Y
/ / /
p r o j e c t KOHL’ S R E - D E S I G N
chapter 1 2 3 4 5 6 7 8 9 9 / 10 0
As we know, computers create heat when used. 43% of computers break down because due to overheating. In the other hand, 76% of businesses are supported by computer networks. Now, you can imagine the energy and power it takes to support that. So, here is the problem. How do we avoid this? A computer needs to cool down.
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
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i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 101 / 10 2
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
project title
/ / /
Book, Print Design
It’s Not that Cool
/ / /
/ / /
course
/ / /
date
form
Book
Fall 2010
/ / /
i n s t r u c to r
Tom Sieu
Print 2
/ / /
categories
project description
/ / /
project solution
Print 2 is a senior level course investigating
My chosen project was about the problem
design communication for corporate
of computers overheating. Everyday there
material. Emphasis is placed on developing
are millions of computers that break down
classic and cutting–edge concepts for
due to high temperatures. Currently the best
various clients as they relate to the graphic
method of a cooling system is a water cooling
and physical manifestations of a wide
system. These are currently designed only
breadth of printed materials. Our assignment
for one computer, and are expensive. My
is to introduce an entire new product for R3
concept is, why don’t we create a cooling
which is a collabrative effort to promote a
system network? Let one cooling system
sustainable design company.
work for multiple computers. That could make these systems more cost effective. For the design, I created a brand named, “Socool”, and used 3D MAX to render a virtual product to give people a glimpse into the future.
R3 is a collaborative effort to promote sustainable design. Our approach focuses not only on redesigning better things, but on better experiences. w w w. r 3 l a b . o r g
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class PRINT 2
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i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 10 3 / 10 4
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 10 5 / 10 6
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 10 7 / 10 8
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 1 0 9 / 11 0
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 111 / 11 2
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 11 3 / 11 4
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5
Digital display panel to show
6
the working information
7 8
Silver shield with holes to remove heat as a radiator
In the middle of the product is a water filter
Inside of the shield is the main cooling tower
The basement, all tubes go out from here
11 5 / 11 6
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O n e D e s i g n e r , T w o C u lt u r e s
40 Inch.
/ / /
/ / /
The average temperature of all computers
/ / /
The states shows the water temperature
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The amount of connected computers
/ / /
The amount of water left
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 11 7 / 11 8
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 2
/ / /
i n s t r u c to r T O M S I E U
/ / /
p r o j e c t I T ’ S NO T T H A T C OOL
chapter 1 2 3 4 5 6 7 8 11 9 / 1 2 0
Rising seas, caused by global warming, have for the first time washed an inhabited island off the face of the Earth. As the world warms, sea levels could easily rise three to six feet this century. The plight of the Maldives poses an eschatological question as much as an environmental one. When will the world end? How can we prepare for it? In that respect, we are all Maldivians.
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 1
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i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 10231 / / 0142 2
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
project title
/ / /
Print, Typography
Rising Conflict News Paper
/ / /
/ / /
course
/ / /
date
form
News Paper, Poster
Summer 2010
/ / /
i n s t r u c to r
Troy Alders
Print 1
/ / /
categories
project description
/ / /
project solution
My chosen project was about global warming
Print 1 class investigates the specific aspects
problem. My main calling is to warn people
of various publications, including posters,
there will millions of islands disappear in the
brochures, magazines and newsleters.
future due to the rising sea level because of
Concepts and designs are developed as they relate to target audiences. Students learn to
the global warming. I only use blue and black because it will be
develop strong visual formats and structure
a two-color newspaper. And the blue evokes
for maximum communication effectiveness.
the sea color. For the back of the newspaper,
Our project is to design a newspaper and a poster about global warming problem.
there’s a poster also related to the concept. My poster shows a penguin which is built by fragmentized pieces of ice to present the melting ice from north or south pole.
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class PRINT 1
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i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 12 3 / 12 4
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 1
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i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 12 5 / 12 6
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 1
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i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 12 7 / 12 8
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 1
/ / /
i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 12 9 / 13 0
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
class PRINT 1
/ / /
i n s t r u c to r t r o y a l d e r s
/ / /
p r o j e c t n ewspape r
chapter 1 2 3 4 5 6 7 8 13 1 / 13 2
Ermenegildo Zegna is a leading Italian fashion house, specialing in men’s clothing. Zegna’s style is very serious and harmonic, that makes many successful men fall in love with it. Over the years, Zegna brand has been a favored target of may celebrities. Zegna don’t pursue novelty style and gorgeous colors, with its flawless lailoring appropriate, elegant, simple and personalized style swept the globe.
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s pac k age d esig n 2
/ / /
i n s t r u c to r c h r isti n e ge r o ge
/ / /
p r o j e c t me n ’ s s k i n ca r e
chapter 1 2 3 4 5 6 7 8 13 3 / 13 4
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
project title
/ / /
Brand, Package
Zegna Skin Care
/ / /
/ / /
course
/ / /
date
form
Package
Spring 2010
/ / /
i n s t r u c to r
Christine Geroge
Package Design 2
/ / /
categories
project description
/ / /
project solution
For this project, I chose Zegna as the
In Package Design 2 class, students link previously learn material to design solutions
brand to explore the project. As we know,
for specific client areas. Through research
Zegna is a very successful men’s fashion
and study of project criteria, students learn
brand, and it is good to extend with a new
to develop innovative packaging that meets
men’s skin care product line.
client goals. Analysis of two-demensional form is stressed. Branding and product repositioning are also streesed. For this course, we will choose a current existing brand and create a men’s skin care line for it.
I have 6 products in the line; they are shampoo, canditioner, body bar, hand cream, body lotion, and body butter. The color I chose are all dark color to emphasize the men’s feeling. I used the code bar element in the design to show the strong, hard, and elegant concept.
/ / /
c l a s s pac k age d esig n 2
/ / /
i n s t r u c to r c h r isti n e ge r o ge
/ / /
p r o j e c t me n ’ s s k i n ca r e
chapter 1 2 3 4 5 6 7 8 13 5 / 13 6
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s pac k age d esig n 2
/ / /
i n s t r u c to r c h r isti n e ge r o ge
/ / /
p r o j e c t me n ’ s s k i n ca r e
chapter 1 2 3 4 5 6 7 8 13 7 / 13 8
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
Zegna
/ / /
c l a s s pac k age d esig n 2
/ / /
i n s t r u c to r c h r isti n e ge r o ge
/ / /
p r o j e c t me n ’ s s k i n ca r e
chapter 1 2 3 4 5 6 7 8 13 9 / 14 0
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
c l a s s pac k age d esig n 2
/ / /
i n s t r u c to r c h r isti n e ge r o ge
/ / /
p r o j e c t me n ’ s s k i n ca r e
Here are some logos I have done. Enjoy them.
14 1 / 14 2
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O n e D e s i g n e r , T w o C u lt u r e s
/ / /
i d e n t i ty
14 3 / 14 4
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
i d e n t i ty
DÉCOR
14 5 / 14 6
DÉCOR
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
i d e n t i ty
14 7 / 14 8
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
i d e n t i ty
14 9 / 15 0
/ / /
O n e D e s i g n e r , T w o C u lt u r e s
/ / /
i d e n t i ty
Zegna
15 1 / 15 2
Zegna
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O n e D e s i g n e r , T w o C u lt u r e s
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i d e n t i ty
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s c hoo l
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Class
Seni or Portfol i o
Acad e my of Art U ni versi t y, S ch o o l o f G raphi c Desi gn
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i n s t r u c to r
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St u d e n t
Mar y S cott, Chai r,
Lehu Zhang
S ch o o l o f G raphi c Desi gn
zhangl ehu@gmai l .com www.l esi gn.com
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B ookb i n e r y
Gian t Ho rse Pri nti ng Th e Key Pri nti ng & Bi ndi ng
15 3 / 15 4
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Photo g r a p hy
Lehu Zhang
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t i t l e o f book
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One Designer, Two Cultures
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T e x t s to c k
Cov e r Sto c k
White Coated Hard Cover
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fonts
C hroni cl e Text G 1, It al i c
E p so n Heav y Matt
U ni vers 45 Li ght FZ Pi nghei , Regul ar
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s o f t wa r e
Ad o b e Creati ve Sui te 5.0
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Š All ri ght reser ved. No part of thi s publ i cati on can be reproduced wi thou t exp r e ss permi ssi on from Lehu Zhang .
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O n e D e s i g n e r , T w o C u lt u r e s
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c o l o p ho n
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Eternal gratitude to my grandparents, Shenglie Wang, Fuhui Lv, for helping me understand what the art is. May you rest in peace.
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Thank you to my whole family, for keeping supporting me to finish my school.
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Very special thanks to all my instructors in AAU : Mary Scott, Thomas McNulty, Ariel Gray, Hunter Wimmer, Tom Sieu, Troy Alders, Christine Geroge, for helping me understand what the Graphic Design is.
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Also thank you to all my friends and classmates in San Francisco : Chongle Huang, Yang Zhang, Jiahong Zhao, Yanqiu Du, Zichao Xie, Lily Wang and Sa Nguyen, for keeping filling my life with happiness.
15 5 / 15 6
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O n e D e s i g n e r , T w o C u lt u r e s
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ac k n ow l e d g e m e n t s