KENING ZHANG
P O RT F O L I O
SELECTED WORK OF KENING ZHANG
“DESIGN CAN BE ART. DESIGN CAN BE AESTHETICS. DESIGN IS SO SIMPLE, THAT’S WHY IT IS SO COMPLICATED.” — PAUL RAND
INTRODUCTION The tangram is a traditional dissection puzzle consisting of seven flat geometric pieces invented in ancient China. The objective of the puzzle is to form a specific shape using all seven pieces. There are thousands of potential shapes that the tangram can create. A Chinese psychologist has termed the tangram “the earliest psychological test in the world�. The tangram looks simple, but is not simple, like design.
I believe my passion and interest in design could date back to those happy memories I have of creating my favorite animals by using tangram when I was a child. Design for me is like playing with the tangram. I enjoy the critical thinking and problem solving process to make the pieces form a successful art work. I challenge m y s e l f b y s e a r c h i n g t h r o u g h t h e m u l t i t u d e o f p o s s i b i l i t i e s t o a r r i v e a t a s i m p l i c i t y o f d e s i g n . H o w e v e r, s i m p l e design is not simple. I must use my tangram mind to reach my goals.
TABLE OF CONTENTS
01 / PROFILES Thesis project
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02 / WORLDS OF WONDER The Nature of Identity
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03 / PIN YOUR RECEIPTS APP UI&UX Design
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04 / BOOK COVER DESIGN Ty p e c o m p o s i t i o n
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05 / BREAKTHROUGH BREAST CANCER Ty p e S y s t e m
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0 6 / AWA K E N E D A S H E S Integrated Communications
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0 7 / A R T M AT E A P P UI&UX Design
130-143
08 / PRESERVE OLD TOWN Visual Thinking
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KENING ZHANG
01 C O U R S E M FA T H E S I S INSTRUCTOR Phillip Hamlett, Dave Gottwald YEAR 2016 Spring TIMEFRAME 36 weeks
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PROFILES OBJECTIVE Due to the rapid spread of mobile and web-based technologies, social media has become an integral part of p e o p l e ’ s l i v e s . H o w e v e r, s o c i a l m e d i a c r i m e s a r e o n t h e r i s e b e c a u s e t h e m a j o r i t y o f s o c i a l m e d i a u s e r s a r e oblivious to their online safety and over share, revealing themselves too much on social media networks. The goal of my thesis project is help people protect themselves from online dangers caused by using social media. In my thesis project, I decided to create a fully integrated message and extent it across multiple media to use my design skills to solve the problem.
APPROACH To a c h i e v e m y g o a l , f i r s t I d e s i g n e d a w e b s i t e w h i c h p r o v i d e s c o m p l e t e i n f o r m a t i o n a b o u t s o c i a l m e d i a c r i m e s a n d s m a r t t i p s a b o u t h o w t o u s e s o c i a l m e d i a i n a s a f e w a y. S e c o n d , I c r e a t e d o n c a m p u s w o r k s h o p s u n d e r profiles in order to educate and equip students to protect themselves from social media related crimes. Third, I designed print deliverables that functioned both in the college environment and out in the world. Posters, b r o c h u r e s , a n o u t d o o r c a m p a i g n a n d S WA G l i k e p i n s , e - t o t e b a g s , b a l l p a n s , a n d n o t e b o o k s a r e d e s i g n e d f o r college students.
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02 COURSE The Nature of Identity INSTRUCTOR Hunter Wimmer YEAR 2015 Spring TIMEFRAME 13 weeks
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T H E N AT U R E O F I D E N T I T Y / W O R L D S O F W O N D E R R E B R A N D I N G
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WROLDS OF WONDER OBJECTIVE This course investigates how research and audience understanding create successful interactive projects that c a n e n h a n c e a u s e r ’s e x p e r i e n c e w i t h a b r a n d . I n t h i s c l a s s , r e s e a r c h a n d d e s i g n s t r a t e g i e s a l i g n a b r a n d w i t h a series of design communication solutions. Students develop multimedia deliverables that engage an audie n c e . I n t h i s c o u r s e , s t u d e n t s m u s t d e s i g n a n a p p t o s o l v e a p r o b l e m i n t h e l o c a l c i t y.
APPROACH I targeted art students as the audience for the app. The app is used to browse and find someone to help them with their projects by giving them tasks. I put primary emphasis on user testing, which gave me a lot of feedback in order to refine the app. The testing focused on the browsing and posting features of the Art Mate app. The internal review process involved finding commonalities among the user groups with regard to where they struggled and succeeded in navigating the app.
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03 COURSE Digital Design Studio INSTRUCTOR Bob Slote YEAR 2013 Fall TIMEFRAME 36 weeks
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PIN YOUR RECEIPTS OBJECTIVE Advanced use of digital design tools for development of sophisticated imagery for visual communication will be explored. After students have mastered tools and demonstrated an understanding of typographic, layout and design nuances, they must design an app to solve a problem.
APPROACH The main function of the app that I designed is collecting important receipts. I put the primary emphasis on h o w t o m a k e t h e a p p s i m p l e t o u s e b u t f u n c t i o n a l w e l l . I u s e d j u s t r e d t o i n d i c a t e t h e b a s i c i c o n s a n d i n t e ractive areas in order to create contrast. Then I explored typographic distinctions and hierarchy to find the appropriate ones to execute ideas likely to engage the intended audience.
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04 C O U R S E Ty p e C o m p o s i t i o n INSTRUCTOR Andrew Loesel YEAR 2013 Spring TIMEFRAME 13 weeks C AT E G O R Y Ty p e 2
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FRIENDLY MINDS OBJECTIVE This course expands on previously learned principles and incorporates more advanced issues such as organ i z a t i o n , h i e r a r c h y, l a y o u t a n d g r i d s y s t e m s . S t u d e n t s w i l l b e g i n t o i n v e s t i g a t e w a y s t o c o m m u n i c a t e c o n t e n t and meaning of text. In this course, students must design covers for a chosen set of books.
APPROACH I chose three famous books Norwegain Wood,Kafka on the shore and hear the wind sing from Haruki Murakami. I put the primary emphasis on research and acquiring best practice typographic solutions and combining typeface with graphics and images. Then I explored the typographic distinctions and hierarchy to find the appropriate ones to conceive and execute ideas that are likely to engage an intended audience.
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05 C O U R S E Ty p e S y s t e m s I N S T R U C T O R Ti m C a r p e n t e r YEAR 2013 Fall TIMEFRAME 13 weeks C AT E G O R Y I d e n t i t y
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HEALTHY MIND OBJECTIVE The objective of this class is to recognize the design of typographic elements as a primary core of graphic design, and to explore the issues of context as they apply to a current graphic design arena that ranges from traditional print applications into web, video and multi-media applications. In this course, student must choose an annual report and redesign it.
APPROACH I n t h e p r o b l e m s o l v i n g p r o c e s s , I p u t t h e p r i m a r y e m p h a s i s o n t h e r e c o g n i t i o n a n d u s a g e o f c o n t e m p o r a r y, c o m p u t e r- b a s e d f o n t d e s i g n i n c l u d i n g b r i e f h i s t o r i c a l a n d w a l k t h r o u g h s o f t y p o g r a p h i c f o r m s . S e c o n d a r y emphasis was on context of use, style, scale, and media, addressing issues of design appropriateness for communications to varying audiences in varying ways.
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06 COURSE Integrated Communications INSTRUCTOR Christopher Morlan YEAR 2014 Fall TIMEFRAME 13 weeks
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F I L M F E S T I VA L / AWA K E N E D A S H E S
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AWAKENED ASHES OBJECTIVE The objective of this course is to conduct appropriate research to identify specific opportunities within a singular topic that can be expanded across multiple design disciplines then develop a fully integrated message a n d e x t e n t i t a c r o s s m u l t i p l e m e d i a . S t u d e n t s w i l l d r a w u p o n t h e i r c r e a t i v e a b i l i t i e s t o i d e n t i f y, m a n a g e a n d deliver a complex, multifaceted portfolio project. In this course, students must design
a film festival for a
c h o s e n d i r e c t o r.
APPROACH I chose to design a film festival for the director Francis Ford Coppola. The festival represents the independent s p i r i t o f t h e d i r e c t o r. T h e c o m m o n t h r e a d o f t h e c h o s e n f i l m s i s : Tr a u m a t i c c i r c u m s t a n c e s f o r c e p e o p l e t o a c k n o w l e d g e d r a m a t i c c h a n g e s , a n d l e a r n t o b e b r a v e t o e m b r a c e r e a l i t y, b e t r u e t o t h e m s e l v e s a n d c h e r i s h meaningful moments. The target audience is young adults. I took some black and white images
then used
noise to manipulate them in order to suggest traumatic circumstances. And I used blue and yellow to indicate t h e c o n t r a s t b e t w e e n t h e b r i g h t a n d d a r k s i d e s o f r e a l i t y.
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05 COURSE Nature of Interaction INSTRUCTOR Colin Hoell YEAR 2015 Fall TIMEFRAME 13 weeks C AT E G O R Y U I U X D e s i g n
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COLLABORATIVE MINDS OBJECTIVE This course investigates how research and audience understanding create successful interactive projects that c a n e n h a n c e a u s e r ’s e x p e r i e n c e w i t h a b r a n d . I n t h i s c l a s s , r e s e a r c h a n d d e s i g n s t r a t e g i e s a l i g n a b r a n d w i t h a series of design communication solutions. Students develop multimedia deliverables that engage an audie n c e . I n t h i s c o u r s e , s t u d e n t s m u s t d e s i g n a n a p p t o s o l v e a p r o b l e m i n t h e l o c a l c i t y.
APPROACH I targeted art students as the audience for the app. The app is used to browse and find someone to help them with their projects by giving them tasks. I put primary emphasis on user testing, which gave me a lot of feedback in order to refine the app. The testing focused on the browsing and posting features of the Art Mate app. The internal review process involved finding commonalities among the user groups with regard to where they struggled and succeeded in navigating the app.
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08 COURSE Visual Thinking INSTRUCTOR David Hake YEAR 2013 Fall TIMEFRAME 13 weeks C AT E G O R Y I d e n t i t y
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SUPPORTIVE MIND OBJECTIVE This course teaches the design and production of a variety of two-dimensional printed materials. The objective of this class is to work in a more professional manner than in more basic classes taken previously and learn to place strong emphasis on conceptual development, typog r a p h i c s e n s i t i v i t i e s , a n d c l e a r, s t r o n g c o m m u n i c a t i o n v a l u e s . I n t h i s c o u r s e , s t u d e n t s m u s t find a problem in the world and then solve it by using design.
APPROACH Because this project is about protecting old towns in China, I designed the logo of this non profit organization by using some elements from old town architecture. When designing, I kept in mind specific typefaces that I thought could work with and icons that I thought could show the essence of my brand. I also picked colors that represent traditional Chinese architecture. For the brand event, an exhibition held in a local museum, I designed tickets, a brochure, an i n v i t a t i o n l e t t e r, b u s i n e s s c a r d , v o l u n t e e r c a r d a n d p o s t c a r d s e t .
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ACKNOWLEDGEMENTS
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ACKNOWLEDGEMENTS
T h a n k y o u f o r t h e s u p p o r t a n d e n c o u r a g e m e n t f r o m m y f a m i l y, f r i e n d s , i n s t r u c t o r s , a n d c l a s s m a t e s . I k n o w w i t h o u t y o u g u y s , I w o u l d n ’ t h a v e g r o w n a n d r e a c h e d s o f a r t o c o m p l e t e t h i s l o n g j o u r n e y. Thank you to my dear mom, dad and all my family for supporting about my decision to study abroad. Over these four years, whenever I felt so tired and pressured, it was the encouraging words from you guys that made me feel refreshed after sleepless nights. Thank you to John, Vivian, and Nes for always staying by my side at the most difficult times, listening to struggles, and delivering take out to me when I had no time to take care of my eating. Thank you to all my instructors and classmates for giving me a lot of helpful critique, and pushing me and encouraging me to take on challenges and try my best to finish these projects.
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S C H O O L / A c a d e m y o f A r t U n i v e r i s t y, S c h o o l o f G r a p h i c D e s i g n COURSE / Senior Portfolio INSTRUCTOR / Mary Scott
STUDENT / Kening zhang TELEPHONE / 626.297.3797 EMAIL / Kenijohn2@gmail.com WEBSITE / keningzhang.com
BOOK BINDERY / Blurb.com PHOTOGRAPHY / Kening zhang T I T L E O F B O O K / Ta n g r a m m i n d COVER STOCK / Image wrap matte finish TEXT STOCK / Proline incoated #100 F O N T S / Tr a d e G o t h i c LT S t d S O F T WA R E / A d o b e C r e a t i v e C l o u d
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