So ft Powe r Th e s e le c t ed works of Ji eli Luo fro m 2 0 1 3 t o 2017
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Shh... This is my story
I still remember the day I decided to be a graphic designer. After these years pracitice I still believe design could bring things back to my heart. The experience of spending time on graphic design is unlike any other things in my life. It is more raw, more moving... and yes, often more addictive. This is my war place.
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HANDCRAFTED LETTERFORM VIDEOS ∙ P6
The Power of Lifestyle A L I F E S T Y L E M A G A Z I N E ∙ P28
The Power of Classic BOP -IT GAME REDESIGN ∙ P46
The Power of Fun T I S S U E B O X R E D E S I G N ∙ P68
The Power of Sharing A D E S I G N M A N U A L A N D W E B S I T E ∙ P84
The Power of Freshness PA C K A G E D E S I G N R E B R A N D I N G ∙ P 1 1 4
The Power of Weight PA C K A G E D E S I G N R E B R A N D I N G ∙ P 1 3 2
The Power of Introverts A N I N T E R A C T I V E B RO C H U R E ∙ P 1 4 4
The Power of Friendship M F A T H E S I S ∙ P166
TA B L E O F C O N T E N T S
The Power of Stones
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The Power of Stones HANDCRAFTED LETTERFORM VIDEOS
OBJECTIVE: A series of two videos to promote a hypothetical architecture exhibition that represents the concept of the event through single words and handcrafted letterforms.
Khmer has a long history stone carvings. My stone architecture
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was inspired by the cultural architecture of Cambodia. My
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concept was from past to now. The letterforms were created
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A P P ROA C H :
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with cement and the paper printed on stone pattern to show
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the history of stone..
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COURSE:
YEAR:
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Type Experiments
Fall 2014
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TIMELINE: 4 Weeks
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I N S T RU C TO R : Kathrin Blatter
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石 头 的
石头的力量
力 量
二部手作字体视频
目标： 这是一个系列二部视频推广虚构的字体建筑展览。通过一个个 手作的字体来展现字体建筑展的独到特别之处。这个概念可以 是通过一个单词，亦或者一个字母。这需要很强的手工能力和 创造力来建筑字体建筑。 章 节 一
方法：
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在一次旅行的途中对高棉的石头建筑印象深刻。这个作业就是
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受到了历史悠久的柬埔寨石头建筑的影响。我的设计理念是从
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过去到现在。我利用水泥和纸张创作了七个字体，通过影片的
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形式展现他们的美妙。
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课程名称：
时间：
字体排版组合
二〇一三·秋
指导：
历时：
安德鲁·罗素
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八 九
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T H E P OW E R O F L I F E S T Y L E
The Power of Lifestyle A LIFESTYLE MAGAZINE
OBJECTIVE: To create a hypothetical magaine and direct a visual concept based on the specific subject. Show the ability to create a cohesive layout which can flexibly fit with various contents. Execute the concept of visualization. The goal is to have
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complete elements for the magazine which include at least five different articles, table of contents, chapter openers, and a fully designed cover.
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A P P ROA C H :
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This is a hypothetical magazine. I selected five articles,
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directed a visual concepy, execute the concept of visualization, created the table of contents, chapter opener, and a fully
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designed cover.
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YEAR:
Type Composition
5 Weeks
I N S T RU C TO R :
TIMELINE:
Andrew Loesel
Fall 2013
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COURSE:
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生 活 方
生活方式的力量
式 的
一本生活类杂志
力 量
目标： 这是一个创造一本假象的杂志的杂志作品，然后根据杂志内容 的主题去制定一套相关的视觉概念。设计师必须充分展现现有 的排版的组织能力。杂志排版英国在多样的功能性和连续性之 间达到弹性变化的平衡。主要的目的是把杂志的主要构架完 成，包括不同的类型的文章内容，章节跨页，目录以及封面。
章 节 一 二
方法：
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这是一本虚拟的杂志。我命名她为《纯粹》。纯粹是一种生活
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视觉体系的展现。
七 八
课程名称：
时间：
字体排版组合
二〇一三·秋
指导：
历时：
安德鲁·罗素
五周
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P ∙ U ∙ R∙ E
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P∙U∙R∙E VOL.6
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S EAS ALT E D LEM O N S ORBET /
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T HE MA LTA ISLA NDS A R E LIK E NO W HER E ELSE H ON G YI / PL AYS W I TH FOOD FO R 3 0 DAY S
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T H E P OW E R O F C L A S S I C
Th e Powe r o f C las s ic BOP-IT GAME REDESIGN
OBJECTIVE: To redesign Bop-it. From mood boards are and further discuss wireframes, information architecture and look at sites that have solved the types of problems we face and/or have personalities that we feel are in line with what we intend to propose for underoneroof.org. Briefly review wireframes.
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A P P ROA C H :
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Bop-it is a traditional audio game, where play consists of
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following a series of commands. I created a series of graphics
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and game levels to give the game a new life, and let people play
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it anywhere, anytime.
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COURSE:
YEAR:
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Digital Design Studio
5 Weeks
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INSTRUCTOR:
TIMELINE:
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Bob Slote
Fall 2014
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经 典 的
经典的力量
力 量
节拍达人游戏设计
目标： 这是一个数码设计的过程。从实际玩这款游戏，做搜索，排除 心情墙，一直到设计的每一款细节。目的是为了让我们从头至 尾的了解一款手机应用的制作流程。 章 节
方法：
一
节拍达人是一款传统的以语音来发出指令，挑战玩游戏的人的
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反应能力的游戏。这是一款历史悠久的游戏。我用各种几何图
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形的不同组合来挑战玩游戏的人的眼里和脑力。使这款游戏更
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具挑战性。还加入了多人一起玩的环节，使这款传统的游戏变
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得可以在随时随地的玩耍。
六 七
课程名称：
时间：
数码设计
二〇一四·秋
指导：
历时：
鲍勃·斯洛特
五周
八 九
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TWIST IT!
POP IT!
SHAKE IT!
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The Power of Fun TISSUE BOX REDESIGN
ABJECTIVE: Design packaging with a strategic design perspective on brand development. Apply sustainable thinking and use of materials in package design. Work effectively with typography, hierarchy, aesthetics, and image content to visually stage elements in CHAPTER
packaging. Effectively and creatively position a package as a key element of promotion.
01 02
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Our offices need more fun! These tissue boxes are designed to
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bring a sense of plyfulness to your office and your life. I made
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a giant paper pencil, protractor and eraser. I believe when you feel frustrated, or want to cry, these tissue boxes could comfort
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you, and make you happy.
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TIMELINE:
Package Design
5 Weeks
I N S T RU C TO R :
YEAR:
Michael Osborne
Fall 2015
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幽 默 的
幽默的力量
力 量
纸巾盒包装设计
目标： 这是一个设计纸巾盒的包装课程。需要从绘制草稿开始，设计 一款特殊造型的纸巾盒。可以选择任何的造型，但必须有富有意 义和实用性。 章 节
方法：
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办公室的紧张气氛总是让人觉得害怕。但是有什么是可以让你
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放慢脚步停下来看一看，笑一笑的呢？这就是这组纸巾盒的意
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义所在。他可以让人家在紧张的氛围中得到一丝幽默的慰藉。
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无论你是在办公室还是在家里，我相信只要你看到这组纸巾盒，
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就会让你会心一笑。
六 七
课程名称：
时间：
包装设计
二〇一四·秋
指导：
历时：
麦克·斯洛特
五周
八 九
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The Power of Sharing A DESIGN MANUAL AND WEBSITE
OBJECTIVE: The project required choosing a brand that was dead, dying or defunct, and rebranding it to give a new life. The new directions are based on the company’s original scenes but take the brand to a different category. Design a series of products, and activities with the new identity system.
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APPROACH:
01 02
I chose to rebrand Polaroid, which has been a trusted global
03
brand for 80 years and is best known for pioneering instant
04
photography since Edwin Land first conceived of the instant
05
camera in 1943. The soul of the brand is instant sharing. The new Polaroid will expand the instant sharing field in a broader way. It is not only for friends and family, but also for business
06
and neighborhood.
07 08 09
COURSE:
TIMELINE:
Nature of Identity
15 Weeks
I N S T RU C TO R :
YEAR:
Hunter Wimmer
Fall 2016
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分 享 的
分享的力量
力 量
设计标准规章及网站
目标： 这是一个为了找一个正面临凋零或者一蹶不振，或者濒临死亡 的品牌。为这个品牌思考新的品牌价值和方向，并且设计一整 套洗的识别系统新的品牌走向。设计师必须透过大量的背景研 究了解该品牌的历史，设计出符合该品牌精神的新方向。主要 的挑战在于重新设计一套有好的识别系统，为重新塑造的品牌
章 节
形象揭开新的篇章。
一 二 三
方法：
四
我选择的品牌是宝丽来。宝丽来一直以来都是立刻拍的创始鼻
五
祖，她是一个非常具有创造力的品牌。但随着科技的日新月
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异，逐渐失去了往日的光环。新的品牌方向是给宝丽来除了为
七
家庭和朋友的范畴中脱引出来，走向更宽广阔的领域。
八 九
课程名称：
时间：
品牌识别、设计
二〇一六·秋
指导：
历时：
杭特 ·威姆
十五周
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“It’s not that we need new ideas, but we need to stop having old ideas.” –Edwin H. Land
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The Power of Freshness PA C K A G E D E S I G N R E B R A N D I N G
OBJECTIVE: This course introduces branding concepts as applied to three-dimensional design. Students will use the marketing brief and their own research to develop designs that visually reinforcement the brand. Emphasis will be placed
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on effective use of typography, hierarchy, aesthetics, and images. I challenged to consider sustainable materials.
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To create a new line for Fresh cosmetic. I created a series of lables
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information quickly, and follow the spirit of Fresh, to emphasize the use of product ingredients.
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Michael Osborne
Fall 2015
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新 鲜 的
清新的力量
力 量
化妆品包装设计
目标： 这是一个对于化妆品的包装课程。需要从绘制草稿开始，设计 一系列符合品牌气质的包装。可以选择任何的造型，但必须有富 有意义和实用性。 章 节
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我选择的品牌是FRESH。这是一款我很喜欢的品牌，她的成分
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合品牌整体造型很搭配。我的挑战是使其更富有朴素,接近大自
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课程名称：
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包装设计
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七周
七 八 九
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The Power of Weight PA C K A G E D E S I G N R E B R A N D I N G
OBJECTIVE: The goal of this course is to introduce the nature of visual/ visible language. Students will understand the essence of visual syntax and expand that understanding by creating visuals that communicate clear messages.
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A P P ROA C H : To create a mock-up. I chose to use scale. I created the table of the
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scale, which include the information,that how a person lose weight.
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Hunter Wimmer
Fall 2013
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新 鲜 的
重量
力 量
化妆品包装设计
目标： 这是一门视觉系统的课。需要我们选择一个故事，用图表的形 式展现这个故事额始末。可以是任何形式的故事。展现的图表 必须以某种方式融入到故事中，使得故事，图表和对故事有联 系的物体联系在一起，形成一个体系。 章 节 一
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孩为了参加婚礼，做伴娘而选择减肥。从而走上非常极端的减
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肥路线，最后住进了医院。我选择使用圆形的图形设计来展现
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二〇一三·秋
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杭特·威姆
五周
八 九
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The Power of Introve r ts A N I N T E R A C T I V E B RO C H U R E
OBJECTIVE: An interactive editorial for tablets that explore a scientific concept through experimental typography in order to make a theoretical science concept simple, appealing and understandable.
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A P P ROA C H : I chose The Science of Introverts as this project topic because I think people always misunderstand introversion. Introversion does not necessarily mean they’re less social, or more emotionally sensitive. I selected articles and used different shapes and altered type to showcase what is real introversion and empower introverts to be themselves.
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Fall 2014
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内 向 的
内向的力量
力 量
电子册子
目标： 这是一门字体实践的课程。利用字体的多样性和多变性来展现 不同的字体的风格，并且展现出主题的内涵。这是需要人们细 心的用字体来展现主题，不单单是原来的字体，而是通过各种 手法把他得以变形的结果的历练的过程。 章 节 一
方法：
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二〇一四·秋
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凯瑟琳·娜拉
六周
八 九
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–Anne Frank
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still want to fix that?
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This is not an end. This is a new start!
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THANK YOU
T O M Y F A M I LY Thank you to my mom and dad. Thank you for believing in me and give me the strength to achieve my goals. I know, I could do nothing without you. I love you.
T O M Y C L A S S M AT E S Binbin, Irene, Vicky, Han, Jin, and all the friends I knew in US for being with me, giving me all your support and pushing me to be where I am today. I will remember all the happy moments with you.
TO M Y I N S T RU C TO R S Especially Mary Scott, Phil Hamlet, Hunter Wimmer, Kathrin Blatter, Dave Gottwald, Andrew Loesel, David Hake. Thank you for share your knowledge with me. This journey wouldn't have been possible without all your help. Thank you.
SPECIAL THANKS To Michael, you are not only my love, but also my soul mate. You wake me up, encourage me anytime, anywhere. You are not literally with me. but I never leave. Your heart is with me all the time. Keep going together, and never stop.
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SCHOOL
Academy of Art University, School of Graphic Design INSTRUCTOR
Mary Scott
jielidesign.com 415 316 6818 jieli@kachar.net
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温 柔 的 力 量
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