MFA PORTFOLIO_Linlin Song

2018 2015

Selected Works of Linlin Song

INSIDE OUT

IN S ID E O U T

LIN LIN S ON G PORT FOL IO

Audience Designers Keyword Aspiration Typeface Good Pro

INSIDE OUT 2015 Feminism Vividness Building

2018

The graphic design process goes from ideology to a creative solution. After several years of study, my understanding of graphic design has been completely subverted.

Graphic designers don’t just express information or make images beautiful, we communicate our thinking through design to achieve communication with others.

Adventure Painting Futurism Reusing Modernism MFA Thesis

In this portfolio, I conveyed my thoughts, experiences, memories, and feelings through the visual design work which I have created over the last few years. I selected nine projects which include branding, packaging, motion, book, application and website design. Each project distills a question, and I use graphics skills to solve the problem. I explore varied design styles which reflected the special group of audience’s aesthetic habits and also extended my personal design skills.

Thanks to these projects, I know I can be an excellent graphic designer, and I will keep going on to explore new areas of design and extend my design skills.

As we all know, the times are changing and the design trends and needs are changing, continual learning and exploring is the best way to make ourselves become qualified designers.

PORT FOL IO

Selected Works

IN S ID E O U T Works of Linlin Song LIN LIN S ON G Selected

Designer Linlin Song

Table of Contents

Page

Page

09

43

57

VIVIDNESS

FEMINISM

01

02

09

IN S ID E O U T

Page

BUILDING

09

03

09

Project

Shall We Awake

San Francisco Ballet

Opera House

Audience

Audience

Audience

Women

Art Lovers

Font Designers

Keywords

Keywords

Keywords

Confident/Brave

Elegant/Connected

Modern/Artistic

Page

Page

Page

79

121

133

ADVENTURE

PAINTING

FUTURISM

09

05

09

06

09

Project

Project

Project

Sega

Abstract Art Website

Solar Tomorrow 2026

Audience

Audience

Audience

Adults

Art Lovers

Explorers

Keywords

Keywords

Keyword

Adventure/Innovation

Inspiration/Exploration

Energy-Saving

Page

Page

Page

157

177

187

REUSING

MODERNISM

MFA THESIS

07

09

08

09

09

Project

Project

Project

Reuse

Paper Cutting Art

Truth Window

Audience

Audience

Audience

Home Makers

Paper Lovers

College Students

Keywords

Keywords

Keywords

Repurpose/Reassign

Creative/Vivid

Truthful/Effective

PORT FOL IO

04

LIN LIN S ON G

Project

Project

09

06/07

I would love to see more women directors because they represent half of the population, and gave birth to the whole world. —Jane Campion, Film Director

IN S ID E O U T

Project Shall We Awake Audience Women Keywords Confident/Brave Typefaces Caslon/Whitney

01 Film Festival Deliverables Film Festival Branding Collateral Materials Instructor Christopher Morlan Semester Fall 2017

09

This film festival aims to encourage women to liberate themselves from the control of moral standards and become beautiful women with soul, will and strength. It is the first of film festival in Nga Taonga Sound&Vision.

To celebrate the International Women’s Day, the festival will be free for all women. The festival will lead them to know what kind of dreams, love and work they need.

FEMINISM

Course

LIN LIN S ON G

FEMINISM I designed a series of works to introduce and promote this festival. The color palette is the most important key to keep all the materials consistent.

According the color changing from dark to light, it shows the women’s thoughts starting to awaken. The color palette guides our audiences’ eyes which produces a vivid interaction. The catalog is the most important piece of materials to introduce information about the director and the event.

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IN S ID E O U T

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FEMINISM

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LIN LIN S ON G PORT FOL IO

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FEMINISM

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Sweetie A n A n g e l a t M y Ta b l e The Piano The Portrait of A Lady Holy Smoke

IN S ID E O U T

LIN LIN S ON G PORT FOL IO

IN S ID E O U T

LIN LIN S ON G PORT FOL IO

06/07

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FEMINISM

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SWEETIE 1989

SWEETIE 1989 AN ANGEL AT MY TABLE 1990

THE PIANO 1993 PORTRAIT THE OF A LADY 1996

HOLY SMOKE 1999

AN ANGEL AT MY TABLE 1990

THE PIANO THE 1993 PORTRAIT OF A LADY THE PIANO 1996 1993

THE PORTRAIT OF A LADY 1996

HOLY SMOKE 1999

HOLY SMOKE 1999

PORT FOL IO

THE PIANO 1993

SWEETIE AN 1989ANGEL AT MY TABLE SWEETIE 1990 1989

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FEMINISM

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FEMINISM

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FEMINISM

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FEMINISM

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At the ballet, you really feel like you’re in the presence of something outside the rest of your life. Higher than the rest of your life. —Robert Caro, Author

IN S ID E O U T

Project San Francisco Ballet Audience Art Lovers Keywords Elegant/Connected Typefaces Bodoni/Verlag

02 Nature of Interaction Deliverable Application Instructor Ravit Bennier Semester Spring 2018

09

San Francisco Ballet provides ballet performances for the public. Audiences can get performance information and book tickets from the website. Currently, there are some problems when the audiences come to watch the performance.

Sometimes, the audiences don’t understand the performance story. They have to read the SFballet magazine to get more information about the show. The tickets are sold out too quickly, and the audiences always miss the best time to choose good seats. My app tries to solve these problems.

VIVIDNESS

Course

LINLIN SONG

VIVIDNESS

I designed an app which helps people get performance information and buy tickets conveniently. The main target audiences were people over 35 who have high incomes and love classic art. Because of these people’s aesthetic habits, I explored a visual system expressing elegant, connected and relaxed feelings to others. The main function provided performance information and ticket buying. The other function was to guide users to find their seats. All the functions allowed people to watch the show conveniently.

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IN S ID E O U T LINLIN SONG

VIVIDNESS

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Landing Page

› Home

›

Read

Ticket

Buy Ticket

Ticket

Show

Calendar

›

›

›

› Story/Team/Orchestra/ Notes

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Current/Upcoming

›

› ›

Monthly Calenda

›

Date

› Yes

Have an Account?

Sign Up

›

Date

Section/# Floor

› Seat#

› Perchase

› Ticket

No

›

› Log In

›› ›

Article

Performance

IN S ID E O U T

Me

Seat Guide

›

›

›

›

Search

Setting

›

›

Results

Personal Information

Email/Phone/Address

LIN LIN S ON G

›

Key Words

Log Out

›

My Reminder

Contact Us

›

›

› My Ticket

Notification

›

Profile

›

Seat Map

›

›

›

Set#

ar

Menu

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My Tickets

▶ Get Information

▶ ▶

▶

▶

▶ ▶

Buy Tickets

VIVIDNESS

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LIN LIN S ON G

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IN S ID E O U T

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Seat Guide

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VIVIDNESS

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IN S ID E O U T

LINLIN SONG

VIVIDNESS

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In the big picture, architecture is the art and science of making sure that our cities and buildings fit with the way we want to live our lives. —Bjarke Ingels, Architect

IN S ID E O U T

Project Opera House Audience Font Designers Keywords Modern/Artistic Typeface Futura

03 Type Experiments Deliverable Poster

09

This project aimed to explore the three-dimensional structure of fonts. The concept was contemporary opera houses which included Guangzhou Opera House, Oslo Opera House and Sydney Opera House.

I used typefaces to show the architectural aesthetics. According to each building’s features, I created a series of posters.

BUIL DING

Course

LINLIN SONG

BUILDING Instructor Kathrin Blatter Semester Spring 2017

For Guangzhou Opera House, which has folded lines in the landscape defining territories and zones, I designed the type with different lines crossing the type body to show the building edges and smooth transitions. The second type I designed for Oslo Opera House, which showed laying out a ‘carpet’ of horizontal and sloping surfaces on the top of the building. I showed the type with different layers piled together with different angles. The last type was for Sydney Opera House, which is made like sails. The final three posters stayed consistent with different angles.

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BUIL DING

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BUIL DING

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Great innovators create the future, manage the present and selectively forget the past. —Vijay Govindarajan, Professor at Dartmounth College

IN S ID E O U T

Project Sega Audience Adults Keywords Innovation/Advancement Typefaces Blender/Franklin Gothic

04 Nature of Identity Deliverables Brand Identity Books Website Instructor Hunter Wimmer Semester Spring 2018

09

This project required us to design a new identity and reposition developing areas for dead brand. I chose the brand Sega which restructured to focus on providing software as a third-party developer after financial losses incurred from its Dreamcast console. The soul of Sega is to get to the next level. The new brand mission is created to encourage users to get to the next level, not only in games, but also in life.

ADVENT UR E

Course

LINLIN SONG

ADVENTURE Goes up is the core of this brand. The whole project includes branding design, books and website design. The identity design is around the keywords innovation, adventure and advancement. The new look which I designed for Sega showed the upward tendency and the power to get to the next level. The logo was composed of the symbol and the wordmark. The symbol came from the first letter S and a triangle. It showed the upward tendency which expressed the company soul. For future development, Sega aims to help users improve their physical condition and strengthen mental levels, and help them to enjoy their lives. I explored Sega’s new development directions from Home, Work and Play, which helps people get to the next level. I used three books to record and show Sega’s future exploration. The website shows an exhaustive review which includes branding, book design, and the new future explorations of Sega.

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Brand Overview

Final Logo

ADVENT UR E

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ADVENT PORT FOLUR IOE

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4

Visual Standards Guide

Visual Standards Guide

Future Expansion Future Expansion

Sega aims to help our users to improve their physical condition and strengthen mental levels, and help them to enjoy lives.

pe rie nc e En vir on m en t

e Ed uc at io n Ev en t

ic

Ex

Se rv

Pr

od uc t

Sega aims to help our users to improve their physical condition and strengthen mental levels, and help them to enjoy lives.

34

[S1] SG Space NewDesign Way to Play [En1] MOSG [S2] Sunday Guide [En2] Puzzle Room

[En3] SG Park

SG Festival New Way[Ev1] to Play [S2] Sunday Guide [Ev2] SGSC [En3] SG Park [S3] Cenozoic Era [Ev1] SG Festival [Ev2] SGSC [S3] Cenozoic Era

en on

m

e En vir

pe Ex

t en

rie

nc

n io Ev

at

e ic rv

uc Ed

t Se

uc od Pr

[P1] Home Controller [Ed1] Healty Meal [P2] SG Assistant New Experience at Home [P3] Training Master [P1] Home[P4] Controller Hedgehog [Ed1] Healty Meal [Ed2] T-Master [P2] SG Assistant [P3] Training Master New Look at Work [P4] Hedgehog [P5] Time Manager [Ed2] T-Master [P6] Smart table [Ex1] E-Resource Center New Look at Work [Ed3] Genesis Lab [P5] Time Manager SG Space Design [P6] Smart[S1] table [En1] [Ex1] E-ResourceMOSG Center [En2] Puzzle Room [Ed3] Genesis Lab

t

New Experience at Home

IN S ID E O U T LIN LIN S ON G

Ho

e

me

m Ho

[Ed1] Healty Meal

[P1] Home Controller

[P1] Home Controller

[Ed1] Healty Meal

[P3] Training Master

[Ed2] T-Master

[Ed2] T-Master

[P3] Training Master [P4] Hedgehog

[P6] Smart Table

[Ed3] Genesis Lab

Work

Work

Mental

[P5] Time Manager

[Ex1] E-Resource Center

Physical

PORT FOL IO

[P5] Time Manager [P6] Smart Table

[Ed2] Puzzle Room

[En1] MOSG

[En1] MOSG

[S1] SG Space Design [En2] Puzzle Room [S2] Sunday Guide

[S2] Sunday Guide

[Ev1] SG Festival

[En3] SG Park

[Ev2] SGSC

[Ev1] SC Festival

[S3] Cenozoic Era

[Ev2] SCSC [S3] Cenozoic Era

Pla y

y Pla

06/07

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We are all hungry and thirsty for concrete images. Abstract art will have been good for one thing: to restore its exact virginity to figurative art. —Salvador Dali, Artist

IN S ID E O U T

Project Abstract Art Website Audience Art Lovers Keywords Inspiration/Exploration Typefaces Chronicle/Verlag

05 Type Experiments Deliverable Website

09

This project aims to explore website design. I intended to introduce abstract art works to art lovers. People are confused when they look the modern art. They don’t understand the meaning and background stories of abstract art. In this website, people will learn the background of the art works, find some new artists and buy some art work.

PAINT ING

Course

LIN LIN S ON G

PAINTING Instructor Kathrin Blatter Semester Spring 2017

After researching and distilling people’s problems with abstract art, I built a sitemap which included an abstract art introduction, artist promotions, and event exploration. I solve the art lovers’ problems with this sitemap. All the functions provided enough information for visitors who could get inspiration from the artworks. To keep it consistent and abstracted, all the background images were redesigned from abstract artworks in this website.

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PAINT ING

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PAINT ING

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Solar power is going to be absolutely essential to meeting growing energy demand while staving off climate change. —Ramez Naam, Writer

IN S ID E O U T

Project Solar Tomorrow 2026 Audience Explorers Keyword Energy-Saving Typefaces Chronicle/Verlag

06 Type Systems Deliverable Book Instructor David Hake Semester Fall 2016

09

This project showed the development of future solar. From the project, I learned to make a plan and control the schedule explored to collect and filter the solar information and make all the elements in the same visual system. The main purpose is to experiment with type and form, text density, hierarchy, and grids.

FUT UR ISM

Course

LIN LIN S ON G

FUTURISM Before designing the book, I collected information about what solar energy is, solar buildings, communal facilities, future facilities and citations. To express the solar features, I chose a color of orange as the main color and used circles as the graphic elements. All the images were designed with abstract shapes which showed the future energy technology. Through this project, I learned all the elements had to work for the topic and they were reasonable to be part of the design. To build relationships between types, words content with graphic elements, and graphic elements with imagery.

Each part had to work well with other parts.

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FUT UR ISM PORT FOL IO

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THE FUTURE OF SOLAR ENERGY

COMMUNAL FACILITIESW

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FUT UR ISM

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LINLIN SONG

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FUT UR ISM PORT FOL IO

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Reusing what you already have has always been green from clothes to boxes to glass jars from the supermarket. —Ramez Naam, Producer

IN S ID E O U T

Project Reuse Audience Home Makers Keywords Repurpose/Reassign Typefaces Chronicle/Verlag

07 Type Systems Deliverables Posters Brochure Packaging Instructor David Hake Semester Summer 2016

09

This project aims to encourage people reuse their unwanted clothes. I explored branding, brochure, packaging and website design make all the deliverables in the same visual system and controlled the whole design schedule. I designed all these works simultaneously.

R EUSING

Course

LIN LIN S ON G

REUSING For the initial visual identity of this topic, I created many logos and chose one with rectangles which was like the fabric shape.

There were three posters to promote the brand of REUSE. The website was the most important deliverable in my brand. Visitors could learn to make and buy redesigned clothes. A brochure was used to show methods what people could do with their unwanted clothes. There was one CD included of sewing videos where users could learn the making process.

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RE USE

Sew with Your Unwanted Clothes

REPURPOSE

REUSE.com

13.1

According to the EPA almost million tons of textile are thrown away every year. The abandoned clothes waste a huge amount of textiles. REUSE will teach people how to use their unwanted clothes.

IN S ID E O U T LIN LIN S ON G

RE USE

REPURPOSE

R EUSING

Sew with Your Unwanted Clothes

REUSE.com

13.1

According to the EPA almost million tons of textiles are thrown away every year. The abandoned clothes waste a huge amount of textiles. REUSE will teach people how to use their unwanted textiles.

Poster 2

GR620 Visual Thinking / 40 160/161

RE USE

REASSIGN

Collect Your Unwanted Clothes

10.5

Americans send million tons of clothing to landfills every year. Actually, there are many clothes which can still be used. People just don’t want to wear them again and throw them away. REUSE aims to teach people to reuse their unwanted clothes.

REUSE.com

IN S ID E O U T LIN LIN S ON G

RE USE

Collect Your Unwanted Clothes

REASSIGN

REUSE.com

R EUSING

10.5

Americans send million tons of clothing to landfills every year. Actually, there are many clothes which can be used. People just don’t want to wear them again and throw them away. REUSE aims to teach people to reuse their unwanted clothes.

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RE USE

RESOLVE

Make Your Unwanted Clothes Unique.

4,500

San Franciscans send pounds of textile to landfills every hour. If people save their unwanted clothes and reuse them, they will help protect the environment . REUSE will teach people how to sew their unwanted clothes.

REUSE.com

IN S ID E O U T LIN LIN S ON G

RE USE

R EUSING

Make Your Unwanted Clothes Unique.

RESOLVE

REUSE.com

4,500

San Franciscans send pounds of textiles to landfills every hour. If people save their unwanted clothes and reuse them, they will help the environment.

REUSE will teach people how to sew their own clothes.

Poster 3

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As an age-old artistic medium, paper remains a key player in contemporary art. —Kelly Richman-Abdou, Writer

IN S ID E O U T

Project Paper Cutting Art Audience Paper Lovers Keywords Creative/Vivid Course Topics in Motion Graphics

08 Instructor Colin Sebestyen Semester Fall 2017

09

This animation design aimed to explore traditional paper cutting art with vivid motion graphics. The inspiration came from Eiko Ojala who is a renowned illustrator and a graphic designer. After finishing the work, I was able to use After Effects to tell the story.

MODER NISM

Deliverable Animation Video

LIN LIN S ON G

MODERNISM Before showing the cut paper with AE, I drew some story boards to decompose the process of animation which showed the weather changing in a forest. The whole green color tone was similar to Eiko’s art work. For this project, I explored displaying traditional art with new media.

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MODER NISM

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Fake news can be as simple as spreading misinformation or as dangerous as smearing hateful propaganda. —Fabrizio Moreira, Politician

IN S ID E O U T

Project Truth Window Audience College Students Keywords Truthful/Effective Typefaces Good Pro/Poynter

09 Thesis Proposal Deliverables Application Posters Newsletter Marketing Collateral Social Media Plug-in Instructors Carolina De Bartolo Phill Hamlett Semester Fall 2018

09

My thesis question is ‘How do we help people discern true news from fake news in the digital era?’ Fake news is a widespread problem on social media. You don’t know which information is efficient and believable the Digital Forum Accordin to the Diital Forum Shall we need to sork for Shall we need to sork for Shall we need to sork forShall we need to sork for Sh Fake news erodes people’s trust in the news. Believing fake news can have real-life consequences. Discerning the facts and fictions of a news story becomes a key cognitive ability for young people in today’s digital news world.

MFA T HESIS

Course

LIN LIN S ON G

MFA THESIS

As a fashion designer and graphic designer and college student, I intend to help students like me get news information from media with minimal partisan bias. Digital Forum Accordin to the Diital Forum According to the Digital Forum, According to the Digital Forum Accordin to the Diital Forum the Digital Forum Accordin to the Digital Forum Accordin to the Diital Forum Diital Forum According to the Digital Forum, students are consuming massive amounts of news stories from many different sources. Fake news is sowing confusion in social media and students do not know what to believe. To protect the digital news landscape, let’s work together to take on fake news.

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12x

6x

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15’

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x

Truth Window 2/3x x

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06/07

Loding Page

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ent

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THE TRUTH WILL SET YOU FREE.

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WE HAVE RIGHT TO KNOW THE TRUTH

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MFA TFOL HESIS PORT IO

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THANKS TO ALL OF YOU To my family: I am very grateful to my family for supporting me to study abroad. Even though we are miles apart, they are still in my heart. They gave me power and spiritual support so that I could successfully complete my second major in Academy of Art University. Thank you dad and mom.

To my friends: Thanks for the companionship of my friends to make my life lively and interesting in the U.S. They were not only great company, but they also provided professional advice to make my design work better. Thank you Stephanie, Siyuan, Luna, Lucy and Jin. To my professors: I would like to thank all the instructors for helping me understand the creative thinking and creative methods of design, so that I could fully understand the design world and love this major. They are very professional leaders who have guided me to complete my design works better and more professionally. Thank you Mary Scott, Phil Hamlett, Hunter Wimmer, Carolina De Bartolo, Christopher Morlan, Kathrin Blatter and David Hake.

To my support teachers: Thanks to the support teachers. They did not just provided help on my work, they also helped us solve the stress of our studies and quickly integrate into foreign life.

I thank them so much for their kind help. Thank you Monica Berini, Stephen Abney, Susan Pasley, Scott Crisp, Jill Ballard.

Title INSIDE OUT School Academy of Art University School of Graphic Design and Digital Media Instructor Mary Scott Designer&Photographer Linlin Song Software Adobe Creative Suite Printer&Paper Graphic Imagery Mohawk Paper Binder Key Printing and Binding English Typeface Good Pro Contact www.linlinsongdesigner.com 415-653-66604 linlinsongdesigner.com All works in this book were hypothetical projects and make for educational purposes. Š2018 Linlin Song. All Rights Reserved.

No part of this publication can be reproduced with out express permission from Linlin Song.

IN S ID E O U T

LIN LIN S ON G PORT FOL IO

06/07

Design is thinking made visual. —Saul Bass