UNCOVER

UNCOVER

M F A P o r t f o l i o Karin YuPei Liu

“As I actualize, I uncover.”

—Martin Buber, I and Thou

Don’t judge a book by its cover, or person. The unknowns exist every where in our daily life, you’ ll never know what it really is until you reveal the outer layers.

Design is not only making things beautiful, but disclosing a designer’s thoughts, wisdom and skills. It carries all the information that designers want to convey to the audiences in a unique way. Not until the readers uncover the work and truly experience the spirit beneath it, will the readers realize the meaning behind the work. This portfolio includes my process of design, how I layer all the research and visual design processes together to become a unique work. At the same time, I invite the readers to explore who am I, what I think and how I embody ideas through my works.

Uncover the book, uncover my works then you’ll see real me beneath.

This portfolio is the witness of all efforts I’ve been paid, all ideas I’ve been thought up, the maturity I’ve been reached and the real me I’ve been found.

COVERS

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SWALLOWED BY THE DARKNESS Hypocrisy of perfection.

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HOLDING ON TO PASSING MOMENTS Prioritizing the precious moments of our lives.

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INJECTION OF STYLE

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HEALTH IS NOT A PRIVILEGE

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Ready to see / Prêt-à-porter.

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A catalyst for well-being.

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CH-CH-CH-CHANGES Matter and form equals motion.

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WALKING ON WATER

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MORE THAN SUSHI

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Floating architecture.

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Discover Japanese culture through your tongue.

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FOREIGN AFFAIR The ownership of other country’s artifacts.

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VIEWS INTO AN ISLAND

Master’s Thesis: Identifying Taiwan through its cinema.

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T I T L E / CR ACK E D V EN EER

COURSE

Integrated Communications INSTRUCTOR

Hunter Wimmer SEMESTER

Spring 2011 C AT E G O R Y

Print, Web, Identity, Packaging TITLE

Cracked Veneer

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SWALLOWED BY THE DARKNESS

O B J E C T I V E / This project challenged me as I created a f ilm festival

for Lars von Trier with a thread tying the concept and style of all his f ilms into a cohesive whole. I made up a schedule of venues and developed a series of products to f it with the festival such as a catalogue, soundtrack, poster, schedule, advertising etc. All of these materials needed to share the same style and spirit of the director.

B R I E F / The f ilms of a Danish director Lars von Trier, I developed a

festival dealing with the idea that people are hypocrites; they confront the devil within. The f ive chosen f ilms excavate the dark side of humanity with Lars von Trier’s remarkable way of f ilmmaking. In these f ilms, he adopted a particular style called Dogma 95. The director made f ilms only with a hand-held camera in natural lighting specif ic to the location in order to focus on the story and the actors’ performances instead of any special effects.

A P P R O A C H / Based on the overall visual style of the f ilms, which

are dark and rough, the festival is titled Cracked Veneer. The concept is the idea of hiding the dark inside. The main treatment that I used is the cracked effect on typeface, rags and images. All images have a feeling of depression and hopelessness with a deep brown tone that weaves the dark thread of this festival.

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COURSE

Nature of Identity INSTRUCTOR

Hunter Wimmer SEMESTER

Winter 2011 C AT E G O R Y

Print, Web, Identity TITLE

In Search of Missing Time

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HOLDING ON TO PASSING MOMENTS O B J E C T I V E / Finding a new spirit to enliven a dead brand or explore

a new approach to expand a dying brand.

B R I E F / The Hamilton Watch Company, established in 1892, who

was originally formed to produce high quality pocket watches and wristwatches. Its idea is to “make f ine time pieces to keep life organized and eff icient.� In 1971, a Swiss company purchased the Hamilton brand and utilized the Hamilton name for a number of branding efforts.

A P P R O A C H / The new mission of Hamilton is to totally reverse the

idea of being a slave of time. Living in a fast-paced world leaves bad inf luence both mentally and physically. People are forced to sacrif ice their interests and beloved family and friends. Since time is precious we have to arrange it so that we live in the wisest manner possible. We have to prioritize, that is, we must consider and decide what is truly important and create space in our lives for meaningful relationships, activities and events. New approach is to redef ine time as a space that we can use to create meaning in our lives. I decided to make the new look of Hamilton become more friendly and warm, so I use warm tone color yellow and orange to speak for the brand. The brand book is landscape size because it can represent the feeling of time passing by.

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A Passed Elite Image

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A New Discovered Happiness

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C AT E G O R Y / PR INT

T I T L E / GL A M

COURSE

Type Experiments INSTRUCTOR

Cheri Gray SEMESTER

Spring 2011 C AT E G O R Y

Print TITLE

GLA M

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INJECTION OF STYLE O B J E C T I V E / This goal of this project is to create an appealing maga-

zine by experimenting with type and images as much as possible. The ar-

ticle and the images are remixed to the point where a new design displays the subject matter and mood faster and on a more intuitive level.

B R I E F / I chose to create a high fashion magazine that I wanted to

position away from the numerous fashion magazines on the shelves. The fabulous models and haute couture would create a strong visual impact with the type.

A P P R O A C H / An oversize magazine is the f irst choice that I decided

to do to get the attention f irst. The high contact stroke of Didot and the modern look of Avant Garde work well to bring elegance to this magazine.

I experimented extensively with the type, using two typefaces in one letter, connecting the stokes and touching the type. In the end, all the elements came together and to become a special high fashion magazine.

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C A T E G O R Y / P R I N T, W E B , I D E N T I T Y

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Special Topics INSTRUCTOR

Laura Milton SEMESTER

Summer 2010 C AT E G O R Y

Print, Web, Identity TITLE

Path

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C A T E G O R Y / P R I N T, W E B , I D E N T I T Y

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HEALTH IS NOT A PRIVILEGE

O B J E C T I V E / Select an existing environmental or non-prof it orga-

nization or company to bring it a new look and become more functional by redesigning its identity system, and developing promotional products for the brand. In order to give the company a better identity system, the research includes learning the core values of the company, determining the main visual system and designing the relevant promotional items.

B R I E F / I chose an international nonprof it organization—PATH,

which is focused on the diseases such as AIDS which plague developing countries. PATH envisions a world where health is within reach for everyone. Since this kind of issue is boring to many people, I want to bring this organization a new identity system with a more positive approach.

The power of design makes people change their perspective and can raise interest in an organization that is often overlooked.

A P P R O A C H / My challenge is to develop a much friendlier and more

human identity system that can make people care about these tragic diseases facing developing countries. I chose blue to speak for PATH because it has a healthy feeling symbolizing a hope for the future. A set of deliverables that I created includes a company brochure, stationery system, and condom promotion package. The symbol that I designed for PATH stands for the core idea of PATH—collaboration.

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C A T E G O R Y / D I G I TA L , M O T I O N G R A P H I C S

T I T L E / K A LEIDOSCOPE

COURSE

Motion Graphics INSTRUCTOR

Colin Evoy Sebestyen SEMESTER

Spring 2012 C AT E G O R Y

Digital, Motion Graphics TITLE

kaleidoscope

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CH-CH-CH-CHANGES O B J E C T I V E / The demand for digital media is increasing rapidly. Pa-

per cannot satisfy consumers anymore. Motion can get people’s attention.

Motion graphics is also a part of graphic design, the biggest difference is that everything is moving. In order to broaden the audience in the market, magazine publishers start to release iPad versions of their print copy.

This project provides IdN magazine an animated cover on iPad.

B R I E F / The issue of the magazine is based on geometry, because geo-

metric shapes are the very basic elements of design. They are every where in our life, so simple but so powerful. The idea in this project is to focus on the possibilities of geometric design, experimenting with complex combinations of geometric shapes.

A P P R O A C H / I drew from the visual possibilities of a kaleidoscope

using visual language. That is why I chose brighter colors to bring life to the words. The background music is also energetic which matches the motions of the geometric shapes while they move and change.

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T I T L E / BU ILD T HE F U T U R E W I T H A RCH I TEC T U R E

06 COURSE Type System

INSTRUCTOR David Hake SEMESTER Fall 2010 C AT E G O R Y Print TITLE

Build the Future with Architecture

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WALKING ON WATER O B J E C T I V E / Build a book that tells its story through images. The

focus is on grid, structure and layout. The concept needs to be clear, concise, and compelling. The workf low encompasses the entire process from concept creation to hand-crafting a bound book.

B R I E F / The main idea is to celebrate the future and then to decide

on the architecture to attach to the concept. Architecture has strong geometric shapes, which is a good way to explore type. This will be a book about the evolution of architecture from the Middle Ages up through now and beyond, imaging ideal architecture.

A P P R O A C H / Because of the green house effect, the sea level keeps

rising, so the future architects will come up with various forms of buildings that f loat on water. Using the color blue as a voice for the story hints at this future as the book covers the timeline from ancient buildings to the future ones. By using blocks of type, I tried to create the shapes of buildings. Especially in the table of contents and the chapter openers, the vertical type shows the visual ideas of architecture.

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T I T L E / AK EBONO F ISH M AR K ET

COURSE

Package Design 2 INSTRUCTOR

Christine George SEMESTER

Spring 2012 C AT E G O R Y

Packaging, Identity TITLE

Akebono Fish Market

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MORE THAN SUSHI O B J E C T I V E / Delicatessens sell a wide rage of products including

meats, oils, condiments, spices and prepared food. This project was about making a new deli and designing an identity system for it. We considered all the genres of products and materials to have an appropriate style for the new company.

B R I E F / My idea was to create modern Japanese f ish market in Tokyo

called Akebono, and expanded its services to a multiple products deli store. Akebono means dawn in Japanese so the concept behind the brand is a new dawn for Japan. Akebono believes that food not only satisf ies the stomach but also the mind. Its vision is to become a worldwide brand by celebrating Japanese culture so Akebono can help the world discover the treasure of Japanese culture.

A P P R O A C H / In order to broaden its market to the West, it is neces-

sary to create a new image of Akebono which reaches the balance of the modern and traditional Japanese style. I made the decision to combine a circle and a f ish as the symbol for this company, especially integrating that with red, borrowing from the iconic f lag of Japan. This new identity can promote Akebono into an international brand.

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C AT E G O R Y / PR INT

T I T L E / W HEN IS PLU NDER NOT PLU NDER

COURSE

Visual Communications Lab INSTRUCTOR

Phil Hamlett, Hunter Wimmer SEMESTER

Fall 2010 C AT E G O R Y

Print TITLE

When is Plunder not Plunder

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FOREIGN AFFAIRS

O B J E C T I V E / Explore a debateable issue thoroughly by researching

the issue how it affects humanity in various domains, such as politics, education, history, culture and science. Then, develop opportunity gaps as possible solutions and gathered the materials into a structured book to introduce the issue to the public and demonstrate how design can be a powerful media to change the perspective towards the issue.

B R I E F / Cultural heritage ref lects a country, nation, achievements,

values and beliefs. Museums play an important role in shaping a sense of identity and belonging to its citizens. Protecting cultural heritage is an important manifestation to human civilization and museums provide an instrumental way to respect history and tradition. The British Museum, one of the biggest museums in the world, has abundant collections of antiquities from various cultures. Over half of its collections came from other countries. Have you ever considered the journey of these collections? The issue has become more discussed between the countries of ownership and the countries of origin, and the British Museum is often been the focal point in this issue because it refuses to return anything.

This project motivates people to deeply think about the ethics of the ownership of cultural heritage.

A P P R O A C H / This book showed the history and controversial issues

associated with the ownership of collections. Since these issues refer to specif ic information about the science of museums, I started this book with museums’ origins. Then, I explored source collections and the ethics of conf licting laws of ownership. While providing readers with detailed background knowledge, I communicated the issues of cultural and national ownership of collections through organizing complex information into clear infographics and evocative images. In doing this book, I found it possible to explore how the power of design can be used to inf luence large-scale problems.

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Master’s Thesis

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C A T E G O R Y / P R I N T, W E B , I D E N T I T Y, S I G N A G E D E S I G N

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“Film is the predominant modern art form and exerts a powerful influence over a global audience.”

—Howard Suber, Author and Film Instructor at UCL A

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COURSE

Graduate Thesis INSTRUCTOR

Phil Hamlett, David Hake, Ariel Grey SEMESTER

Summer 2011足-Fall 2012 C AT E G O R Y Print, Web, Identity, Signage Design TITLE

Reel Taiwan

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C A T E G O R Y / P R I N T, W E B , I D E N T I T Y, S I G N A G E D E S I G N

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VIEWS INTO AN ISLAND

O B J E C T I V E / A master thesis is a concrete and comprehensive

project which is presented in a set of deliverables through print and web design. From research, analysis, development to design, the master thesis demonstrates the capability of an independent thinking designer. The ultimate goal of the thesis is to unveil an unfamiliar issue to the public and motivate people to become interested in and hopefully get involved in this issue.

B R I E F / To address Taiwan’s identity challenge, the project Reel

Taiwan establishes a solid visual system to provide Westerners with knowledge related to Taiwanese f ilms. Because f ilm has the ability to explore and examine individual cultures through its narrative and documentary forms, it is a medium that is particularly well suited to aid in the cultural differentiation of Taiwan and China. Reel Taiwan identif ies and promotes Taiwanese f ilms as a distinct voice within the Chinese language f ilm industry. This project is an opportunity to contribute to the building of a national brand identity. Taking into account Taiwanese f ilms and the culture and history they come from, Reel Taiwan will provide a range of media to def ine and distinguish the cinema of Taiwan and Taiwan itself. This project is an opportunity to raise both awareness and appreciation for the rich culture and heritage of the Taiwanese people by creating a stronger image and identity for Taiwan.

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A P P R O A C H / Based on the idea of creating a clear identity for Tai-

wan, the core element in Reel Taiwan will be a stationary f ilm pavilion in San Francisco, which will provide a wealth of information related to Taiwanese f ilm, including its history, culture and traditions, as well as how it depicts daily life. The Taiwanese pavilion itself will be a longterm exhibition location for f ilm screenings and a cultural learning environment with books and art exhibition about Taiwan. This f ilm pavilion, different from the typical f ilm festivals in the U.S., not only provides f ilm screenings, but seeks to engage audience with more meaning and appreciation about this island nation. Besides the pavilion, there are short-term outdoor screenings in nearby colleges, such as the Greek Theatre in Berkeley. These outdoor screenings can produce more chances for different groups and communities to learn and appreciate Taiwanese culture through its f ilms.

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Traditional

Coming of Age

Today’s Taiwan

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Reel Taiwan catagorizes Taiwanese f ilms into four genres: Taiwanese New Cinema, Tradition, Coming

of Age, and Today’s Taiwan and which can include Taiwanese culture, politics, lifestyles and history.

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IDENTITY THROUGH CINEMA

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toilet

stai rs

theater

elevator

information

gallery

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ACKNOWLEDGEMENTS T O M Y B E L O V E D F A M I L Y / I deeply appreciate all the support and

tolerance that has come from my dad, mom, brother and sister. Thank

you all for forgiving my willfulness and letting me do whatever I want.

I am so lucky to have you. It is your love that helps me accomplish my dream. Kuan family, thank you treat me as your daughter and take care of me in a country far away from home.

T O M Y C R E A T I V E I N S T R U C T O R S / Mary Scott, Phil Hamlett,

Hunter Wimmer, Micheal Kilgore, Laura Milton, David Hake, Ariel Grey, Cheri Gray, Christine George, and Colin Evoy Sebestyen. Thanks for all the pressure and inspiration that you gave to me. You made me discover the potential and possibility of becoming a greater designer. You have broadened my vision and thinking which has made me grow in so many ways.

T O M Y F R I E N D S / Soma Liang, Yen-An Shih, Yi-Shan Tsai, Sonia

Lin, Kayleigh Pai, Edie Lin, Dottie Wang, Justin Chen, Richard Liu, Li-Cih Liu, Yen Yeh, Sean Chang, Frannie Chu, Kim Su, Eve Cheng, Janina Kao, Stephanie Yu, Eric Lo, Serena Zhang, Eva Chen. Because of your care, I was able to get through countless sleepless nights and live so far away from home. Thank you for every little bit of help. Without your love, I couldn’t persist till the end.

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ACADEMY OF ART UNIVERSITY / GRADUATE SCHOOL OF GRAPHIC DESIGN

KARIN YUPEI LIU 415–975–1644 w w w.karinliu.com yupei63@gmail.com

I N S T R U C T O R / Mary Scott T I T L E O F B O O K / Uncover P H O T O G R A P H Y / Karin YuPei Liu P R I N T / Giant Horse Printing B I N D E R Y / Taurus Bookbinding M A T E R I A L S / Finch Fine iD Bright White Ultra Smooth Paper F O N T S / Berthold Akzidenz Grotesk, Adobe Caslon Pro S O F T W A R E / Photoshop, Indesign, Illustrator C A M E R A / Canon 5D, Nikon D5100

©2012 All rights reserved. No part of this publication can be reproduced withouth express permission from YuPei Karin Liu