Lehu Zhang_One Designer, Two Cultures

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“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


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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

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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

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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

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H O M E

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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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class print 1 Nagano, Japan as Mamoru Fujisawa.

Joe Hisaishi was born in Nakano,

biography

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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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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


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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

U

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63 / 64

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c l a s s T Y P O G R A P HY 3

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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.

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c l a s s PAC K AG E D E S I G N 4

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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

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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

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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

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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

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i n s t r u c to r T O M S I E U

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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

/ / /

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

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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

/ / /

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

/ / /

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

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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.

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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




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