Queenie Xu Portfolio

00 UN EXPE CT E D S OU L THE SELECTED WORKS OF JIANDA XU

00

004 /

All rights reserved. No part of this book may be reproduced, distributed, or transmitted in any form or by any means,

QUEENIE XU Graphic Design & UI / UX

including photocopying, recording, typeface, or other

Website /

mechanical or electronic

xujianda92.com

methods, without the prior

Mail /

written permission.

xujianda92@gmail.com Phone / +1 415 741 6839

/ 005

00

COPYRIGHT @2019 BY QUEENIE /JIANDA/ XU

006 /

I have many personalities. For

Unexpected Soul is

my career, I have become a

the perfect phrase to

strong woman who never gives

represent me. In many

up no matter what and who meets

ways, I'm unexpected.

any challenge. For my family, I am a childish, spoiled little girl always making jokes. For my friends, I have become a caring little sister who always has a lot of weird ideas popping up.

Before becoming a graphic designer, I studied electric information engineering. I don’t mind mathematics and physics, but I’m more passionate about art and design. Thus, I gave up my engineering career to be a designer and convinced everyone who didn't understand that side of me through my hard work.

Being a graphic designer, I know it is important to be open to diversity. And I value every opportunity to try new design styles. Each attempt gives me more aesthetic inspiration.

Through design, I learns how to use materials, colors, and fonts to integrate into a system.

/ 007

00

CONCEPT

008 /

01 02 03 04 05

012 /

IRREPRESSIBLE VE NUS

054 /

KA FKAESQU E POE TRY

090 /

DE LI C I O U S ARO MA

101 /

KNIGHTLY G U A R D IA N

114 /

QU E LLING C A L A MITY

/ 009

06 07 08 09 10

140 /

MI NI ATURE OV ER TURE

156 /

VI SION AR Y P A T H

170 /

SCANDINA VIAN S PIRIT

180 /

BLOO MI N G Y OU TH

198 /

R O L LI N G FREEDOM

010 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

9

10

Max Factor Rebranding

01 IRREPRES S I B L E VE NUS ELEVATE EVERYDAY W O M E N BY INSPIRING GLA M O U R Objective / To create the rebranding project that first aims to identify the essence of a dying brand, and then transform it by providing a brand new direction. Thus, the objective is to achieve the transformation without losing touch with the concept of the brand.

/ 0011

UNEXPECTED

012 /

SOUL

The

Approach / In order to stay

Course /

relevant in the increasingly

Nature of Identity

diverse and collaborative

Fall 2018

world, I expected the all-new

Hunter Wimmer

Max Factor to help women to become glamorous from inside out. Therefore, the new brand's color palette includes black, white and gold to represent the independence and glamor of modern women. I also created some graceful brush strokes to represent the character of the brand.

Selected

Deliverable / Branding Logo Design Typeface / Felix Titling Std Gotham Medium Materials / Watercolor Print / Mohwak Proline Paper Blurb Print

Tone / Glamorous, Independent

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

// 11 //

22

33 44 55 66 7 7 8 8 9 9 1 01 0 1 1

Max Factor Rebranding

/ 01 33 1

01 34 0 /

UNEXPECTED-SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 01 35 1

016 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 017

018 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 019

020 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 021

022 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 023

024 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

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3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 025

026 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 027

028 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

/1/

2019 / 5

2

3

4

5

6

7

8

9

10

/ 029

Max Factor Rebranding

4X

4X

4X

4X

4X

4X

4X 4X X 3X

9X

X 6X

4X 80°

X 4X X 4X 36X

36X X 4X X X

X

030 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 031

032 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 033

034 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 035

036 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 037

038 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 039

040 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 041

040 230 / /

U N - E X P EUCNTEEXDP-E C T E D

SOUL

The

Selected

W o Tr hk es So ef l eQ cu te ee dn i We o r/ kJ si a on fd a Q/ u eX eu n i e

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 043

044 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 045

046 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 047

048 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/2/ 1 2

3

4

5

6

7

8

9

10

In Maxthe Factor Straitjacket Rebranding

02 KA FKAESQU E POE TRY STUCK IN THE NIGHTMARISH WORLD OF THE BROTHERS QUAY Objective / A hypothetical film festival project to celebrate the films of the directors the Brothers Quay. The objective is to coordinate a complex set of materials that must function together as a whole. The idea is to marry multiple messages with divergent formats—all with the essence of the Brothers Quay and their movie style.

/ 04 39 1

050 /

UNEXPECTED

SOUL

The

Selected

Approach / The Brothers Quay

Course /

are good at using dilapidated

Integrated Communication

materials to create a

Spring 2018

nightmare world to tell their

Christopher Morlan

story in metaphors. In this project, I created a similar vision system, including the use of old spray paint, custom hand-crafted wooden boxes, broken cement and more. This allows the design of the product to match the style of the Brothers Quay to promote their movies.

Deliverable / Event Identity Poster Book design Packaging Typeface / 1942 Report Amigo Materials / Painted Paper Concrete Spray Cans

Tone / Insensible, Nightmarish

Wood Print / Ink–Jet Epson Artisan

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

8

In the Straight Jacket

9

10

/ 051

052 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 053

054 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 055

056 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 057

058 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 // 2 /2

33 44 55 66 7 7 8 8 9 9 1 01 0 1 1

In Maxthe Factor Straight Rebranding Jacket

/ 059

060 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 // 2 /2

33 44 55 66 7 7 8 8 9 9 1 01 0 1 1

In Maxthe Factor Straight Rebranding Jacket

/ 061

062 /

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 063

064 /

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 065

066 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 067

068 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 069

070 /

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 071

072 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 073

074 /

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 075

076 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 077

078 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

/2/

3

4

5

6

7

In the Straitjacket

8

9

10

/ 079

080 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 081

082 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 083

084 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1 /12 /

/ 23/ 3

4

5

6

7

8

9

10

Max Factor Baking Book Rebranding

03 DE LI CI O U S AR O MA BAKE A SOFT FRAGRANT CHIFFON CAKE Objective / This is a book design project which records things seen, heard, touched and smelled while going about a daily routine. It’s like a journal but with more depth.

The look and feel of this book should reflect a central theme that developed from daily observations.

/ 085

086 /

UNEXPECTED

SOUL

The

Approach / This book is a

Course /

journal recording. I invited

Type Experiments

a friend to my home to make

Fall 2017

chiffon cake together. The

Stanley Zienka

details of our manufacturing process and the final product are shown laid out in the book.

This is one delightful book, recording the friendship between two girls. Thus, I designed the style of the book to be very girlish, and I used stitches to bind the book together.

Deliverable / Book Design Typeface / Creampuff Gotham Materials / MOAB Paper Print / Ink–Jet

Tone / Delightful, Friendly

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43 54 65 /67 / 7 8 8 9 9 1 01 0 1 1

Max Factor Baking Book Rebranding

/ 087

088 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 089

090 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

/3/

4

Baking Book

5

6

7

8

9

10

/ 091

092 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 093

94 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

/3/

4

Baking Book

5

6

7

8

9

10

/ 95

096 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

/3 4 /4

55

66

77

88

99

11 00

Max C y c lFactor i n g A pRebranding p

04 KNIGHTLY G U A R D IA N ENSURE THE SAFE JOURNEY OF FEMALE RIDERS Objective / Identify a problem personally experienced and design one app to solve this problem. I have some friends that enjoy bike touring, but most of them are male, so I did some research and figured out most women are scared of bike touring due to safety.

Thus, I wanted to ensure the safety of female riders.

/ 97

98 /

UNEXPECTED

SOUL

The

Selected

Approach / Since the audience

Course /

of the app is all female,

Nature of Interaction

the designs are based on the

Spring 2018

female perspective. I chose

Paul Derby

pink and blue and used a lot of gradients in the visual system. All the functions and interfaces are designed based on user testing by a large number of female users aiming to create a safe and friendly travel brand effect.

Tone / Relaxing, Reliable

Deliverable / App Typeface / ITC Avant Garde Gothic Avenir Next Neo Sans Std

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 099

0100 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

/4/

Cycling

5

App

6

7

8

9

10

/ 101

102 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

/4/

Cycling

5

App

6

7

8

9

10

104 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

/4/

Cycling

5

App

6

7

8

9

10

/ 0105

106 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

/4/

Cycling

5

App

6

7

8

9

10

/ 107

0108 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1 /12 /

3 2

4 3

/ 45/ 5

6

7

8

9

10

Max H o m eFactor F i r s tRebranding Aid

05 QU E LLING C A L A MITY CREATE A HAPP Y SAFE LIFE FOR MORE FAMI L I E S Objective / To identify a problem around us and suggest a graphic design solution.

I selected a problem about guiding people to do first aid and ensuring the home safety.

I conducted research to define the brand and create the identify and follow up materials, such as an app, signs, and promotional materials.

/ 109

110 /

UNEXPECTED

SOUL

The

Approach / My goal is to guide

Course /

people to first aid to keep

Visual Thinking

families more safe. Thus, my

Spring 2017

design needed to be highly

Sandra Isla

efficient and give people the positive brand effect. After

Deliverable /

experimentation and research,

Event

I created one comfortable

App

visual system using orange and

Packaging

light green. I designed a lot of graphic icons in the visual

Typeface /

system, which are easy to

Gotham

read and very friendly.

Materials / Epson Paper Cardboard Print / Ink–Jet Epson Artisan Tone / Comfortable, Reliable

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43 /45 /5 66 7 7 8 8 9 9 1 01 0 1 1

Max H o m eFactor F i r s tRebranding –aid

/ 0111

0112 /

/ 0113

Guide

House

Cross

0114 /

/ 0115

0116 /

/ 0117

118 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

Home

3

4

/5/

First

6

Aid

7

8

9

10

/ 119

0120 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0121

122 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

Home

3

4

/5/

First

6

Aid

7

8

9

10

/ 123

124 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0125

126 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

Home

3

4

/5/

First

6

Aid

7

8

9

10

/ 127

128 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

Home

3

4

/5/

6

First–aid

7

8

9

10

/ 0129

0130 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0131

01 33 02//

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

Home

3

4

/5/

First

6

Aid

7

8

9

10

/ 133

0134 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1 /12 /

3 2

4 3

5 4

/ 56/ 6

7

8

9

10

Max Conference Factor Rebranding Materials

06 MI NI AT U R E OV ER T U R E HELP PROFESSIONALS ASPIRE TO SUCCEED Objective / The project was to design the materials for an actual design conference.

I chose the SEGD conference in Chicago named Experience Chicago. The deliverables include one poster, website, app, tickets, name tags, and signage.

/ 135

136 /

UNEXPECTED

SOUL

The

Approach / This is a creative

Course /

technology conference where

Type System

students and aspiring profess-

Spring 2017

ionals collide with best minds

John Nettleton

in the industry. My design direction was around shapes and elements colliding at various points to find the new shape and possibilities in digital design.

Deliverable / Poster App Website Typeface / Squares Bold Gotham Materials / Epson Paper Print / Ink–Jet Epson Artisan

Tone / Digital, Technological

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/ 0137

0138 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/ 0139

0140 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0141

0142 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

/6/

7

8

Conference Materials

9

10

/ 143

144 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

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4

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7

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Conference Materials

9

10

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The

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Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

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/6/

7

8

Conference Materials

9

10

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The

Selected

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of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

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4

5

/6/

7

8

Conference Materials

9

10

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0150 /

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The

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Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43

54

65

/6 7 /7

88

99

11 00

Sign Max Factor ProjectRebranding

07 VI SION AR Y P A T H ONE BLINK AWAY FROM A BEAUTIFUL DREAM Objective / Find a handwritten sign and develop a cohesive visual system. Use graphic design to improve the visual communication of the sign by expanding it into multiple deliverables included psoter, booklet and website.

/ 151

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SOUL

The

Approach / The handwritten

Course /

sign that I selected was for

Visual Literacy

a college school on SF which

Fall 2016

provides different cooking

Hunter Wimmer

courses. I created one visual system using for the posters, website, and brochures. By making the materials feel fresh and engaging, more and more people will be interested in joining

their courses.

Deliverable / Posters Booklet Website Typeface / Glypha Materials / Epson Paper Print / Ink–Jet Epson Artisan

Tone / Engaging, Fresh

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

// 11 //

22

33 44 55 66 7 7 8 8 9 9 1 01 0 1 1

Max Max Factor Factor Rebranding Rebranding

/ 0153

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of

Queenie

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2015 / 8

–

2019 / 5

1

2

3

4

5

Sign Project

6

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9

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Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

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Max Factor Rebranding

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10

/ 0157

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Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

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8

Max Factor Rebranding

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10

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The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

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Sign Project

6

/7/

8

9

10

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The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0163

0164 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1 /12 /

3 2

4 3

5 4

6 5

7 6

/ 78/ 8

9

10

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CMax S R Factor R e p o r t Rebranding

08 S C A N D INA VIAN S PIRIT EMPHASIS ON QUALITY, EFFICIENCY, AND SUSTAINABILITY Objective / The European office furniture brand National values quality, reliability, safety, sustainability, productivity, and style in the products. They are devoted to offering good quality furniture at a better value and with shorter lead times. Thus, the objective was to redesign the CSR report for National, keeping two things in my mind: their brand values and brand intention.

UNEXPECTED

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SOUL

The

Approach / National places

Course /

emphasis on quality, efficiency,

Type System

and sustainability. Thus, I

Spring 2017

used high–quality paper to

John Nettleton

print the CSR report, and the binding was side–sewn. In order to adapt to the efficiency

Deliverable / Book Design

of the brand, I added labels to facilitate reading. But the

Typeface /

books with the added labels

Frutiger

can be easily damaged, so I made a packaged file bag with 100% recycled paper to protect the CSR report.

Materials / Recycle Paper Print / Ink–Jet Epson Artisan

Tone / Efficiency, Quality

Selected

Works

of

Queenie

/Jianda/ Xu

/ 0167

0168 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

/ 0169

170 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

CSR Report

6

7

/8/

9

10

/ 171

0172 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

CSR Report

6

7

/8/

9

10

/ 173

174 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

CSR Report

6

7

/8/

9

10

/ 175

176 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

CSR Report

6

7

/8/

9

10

/ 177

0178 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1 /12 /

3 2

4 3

5 4

6 5

7 6

8 7

/ 89/ 9

10

Max Coding Factor Website Rebranding

09 BLOO MI N G Y OU TH RECORD A MEMORABLE TIME WITH BFFS Objective / This is a coding project. By using HTML and CSS, I created a small website that takes my viewer on a one day tour.

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UNEXPECTED

SOUL

The

Approach / I invited two

Course /

friends to have afternoon tea

Type System

together. This website records

Spring 2017

the whole process. In order

John Nettleton

to show the happiness of the girls’ party, the overall

Deliverable /

style of this website is very

Book Design

relaxed and modern, with some small animation effects. The

Typeface /

whole party that was recorded

Avant Garde Gothic

was a bonding experience and

Palanquin

this inspired the design.

Tone / Modern, Delicious

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43 54 65 76 8 7 / 89 / 9 1 01 0 1 1

Max Max Factor Factor Rebranding Rebranding

/ 0181

0182 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Coding Website

7

8

/9/

10

/ 183

0184 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0185

186 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Coding Website

7

8

/9/

10

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SOUL

#mySidenav { height: 100%; width: 0; position:fixed; z-index: 1; top: 0; right: 0; background-color: white; overflow-x: hidden; transition: 0.5s; padding-top: 149px; font-family: "AvantGardeGothic"; } .sidenav a { margin-top: 40px; margin-left: 30px; padding: 2px 8px 2px 8px; text-decoration: none; font-size: 40px; color: #EAAFB5; display: block; transition: 0.3s; } .sidenav .closebtn { clear: left; position: absolute; top: 45px; right: 25px; font-size: 45px; margin-left: 55px; }

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Coding Website

7

8

/9/

10

/ 189

190 /

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SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Coding Website

7

8

/9/

10

/ 191

01 39 02//

UNEXPECTED-SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43

54

65

76

87

98

Thesis Project Max Factor Rebranding

/9 1 01 /0

10 R O L LI N G FR EE D O M THESIS PROJECT ENCOURAGE BIKE TOURING Objective / An M F A thesis project is a year-long exploration of a chosen topic that identifies a problem around us and uses design thinking to find a possible solution.

This includes a variety of in-depth research techniques, strategies, development, and executions of deliverables, all while keeping the outcome in mind to display.

/ 193

194 /

UNEXPECTED

SOUL

The

Approach / Bicycle touring

Course /

means self-contained cycling

Thesis 1-3

trips which can range from

Spring 2019

single- to multi-day trips, and it has a lot of benefits.

However, only 10% of travelers will choose bicycle touring.

Therefore, I created WHEELGO to encourage more people to try bike tourism by creating awareness, helping riders’ to plan their bike tour, and ensuring bike riders’ safety during their trip.

Deliverable / Branding App Website Typeface / Din Next Neo Sans Materials / PVC Epson Paper Print / Ink–Jet Epson Artisan

Tone / Youthful, Passionate

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43 54 65 76 8 7 9 8 1 0 9

Max Max Factor Factor Rebranding Rebranding

/1 101 /

/ 0195

196 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 197

010 93 80/ /

U N - E X P EUCNTEEXDP-E C T E D

SOUL

The

Selected

W o Tr hk es So ef l eQ cu te ee dn i We o r/ kJ si a on fd a Q/ u eX eu n i e

/Jianda/ Xu

2015 / 8

–

2019 / 5

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8 1 9/ 2 / 1 03 4 5 6 7 8 9 1 0

Max Factor RebrandingS t r a i g h t

Jacket

/ 030 119 /9

UNEXPECTED

200 /

SOUL

The

Selected

Works

of

wheelgo

WH LGO

wheel

GO

wheel

GO

we we

Queenie

/Jianda/ Xu

/ 0201

0203 20/ /

U N - E X P EUCNTEEXDP-E C T E D

SOUL

The

Selected

W o Tr hk es So ef l eQ cu te ee dn i We o r/ kJ si a on fd a Q/ u eX eu n i e

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0203

204 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 205

206 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 207

0208 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 209

0210 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1/ 1 2/

32

43 54 65 76 8 7 9 8 1 0 9

Max Max Factor Factor Rebranding Rebranding

/1 101 /

/ 0211

0212 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 213

0214 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8

Max Factor Rebranding

9

10

/ 0215

216 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 217

218 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

2015 / 8

–

2019 / 5

/1/

2

3

4

5

6

7

8 1 9/ 2 / 1 03 4 5 6 7 8 9 1 0

Max Factor RebrandingS t r a i g h t

Jacket

/ 030 121 /9

220 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 221

0222 /

UNEXPECTED

SOUL

The

Selected

Works

of

Queenie

/Jianda/ Xu

2015 / 8

–

2019 / 5

1

2

3

4

5

6

Thesis Project

7

8

9

/10/

/ 223

224 /

To my parents / Thank you for instilling so much love, determination, hard work and dedication into me. I could have never done this without your support, love and reminders to keep a balanced life.

To my instructors / Thank you for encouraging me to prosper, and helping me to grow as a designer. For that, thank you — Mary Scott, Phil Hamlett, Hunter Wimmer, Christopher Morlan, Wioleta Kaminska, Paul Derby, Stanley Zienka, David Hake, Shel Perkins, Sandra Isla, John Nettleton, Scott Rankin, Ariel Grey, Bob Slote.

To my friends / Especially Chiachi and Marwa, thank you for always caring for me, supporting me, and inspiring me. You guys kept me sane through tough times and made me realize I was never alone in this journey.

/ 225

00

THANK YOU!

226 /

School /

Instructor /

Academy of Art University

Mary Scott

School of Graphic Design and Digital Media

Design /

79 New Montgonmery St, San

Queenie Xu

Francisco, CA 94105 Photography / Bindery /

DaFan

The Key Printing & Binding 1934 Park Blvd, Suite A

Font /

Oakland, CA 94606

IBM Plex Mono

Printing / Graphic Imagery 396 Forbes Blvd, Unit D South San Francisco, CA 94080