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For my mom and dad.

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INTRODUCTION

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Creativity is thinking up new things. Innovation is doing new things. { THEODORE LEVITT }

{ INTRODUCTION }

Everything in design has changed my life and inspired me to do beautiful things that solve problems.

Design is the possibility of a new pursuit to create the best art. As a designer, creating a workspace is the first step where we start. In the design file, the designer puts his or her thoughts and emotion into here. We artwork grows in constant creation. It seems to me, Command + N not only stands for a control program core, but also represents innovation. I believe that your creative options begin when you click command+n, and something fresh is created.

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TABLE OF CONTENTS

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{ 00 8 – 0 3 3 }

Conference Design { 03 4 – 0 4 5 }

Opinion Website { 04 6 – 0 6 3 }

Architecture Typography { 06 4 – 0 8 9 }

Brand Identity { 090–107 }

Editorial Design

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Coming together is a beginning; keeping together is progress; working together is success. { HENRY FORD }

{ OBJECTIVE }

Choose a hypothetical or actual design conference to develop the conference materials. This required us to create a promotional poster, website, program, name badge, conference signage, and mobile application.

This project encouraged us to challenge our approach to basic principles and the type system. { APPROACH }

I chose the AIA Architecture Conference because this session will explore the interconnected relationships of design professionals from a broad array of industries. Presenting will be designers involved with an automobile, industrial, inter modal, and residential.

The conference will also feature panels themed with collaboration, and discussions on projects using collective efforts, where discussions on projects using collective knowledge creatively and beautifully solved a problem. I created collaborate as the theme by using images, shapes, and lines to represent different things coming together to create unique typography. Small detail elements also indicates the separation and integration. Besides, I want to use layer by layer of the way to present collaborating concept, and some visual elements can be utilized other deliverables.

{ SEMESTER }

{ INSTRUCTOR }

Spring 2016

John Nettleton

{ COURSE }

{ PROJECT }

Type Systems

Conference Design

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02\05} DELIVERABLES A WEBSITE

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Loneliness and isolation can have a significant impact on older peoples’ lives. { BRADFORD TELEGRAPH }

{ OBJECTIVE }

Create a website about an opinion with a strong personal and conceptual context. Required components: Extensive research, writing, and image creation as well as design. Additionally, I need to explore more. { APPROACH }

Living in isolation and loneliness is a stark reality for thousands of older people today. I created ways to bring older people together for activities they can do together that promote good health.

Nobody relishes the prospect of aging without a spouse or family member at their side, without friends to help them laugh and support them through the difficult times. I designed an user website based on the idea of loneliness in the older age. Conceptual context inspired me. Lots of word spacing can express loneliness.

The website has two stages of loneliness. I used a white background to give the feeling of isolation.

{ SEMESTER }

{ INSTRUCTOR }

Spring 2016

Kathrin Blatter

{ COURSE }

{ PROJECT }

Type Experiments

Opinion Website

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Postmodernism entices us with the siren call of liberation and creativity. { GERTRUDE HIMMELFARB }

{ OBJECTIVE }

Explore existing modern typographical ideas and techniques. Pick an architecture themed conference, event, tribute, or lecture series. This course will investigate the communication of three main topics to be discussed. Each poster has a matching theme. { APPROACH }

I chose postmodernism for my topic because Postmodern architecture explores the relationships between architecture and typefaces well. Based on my research, I found that most postmodern architecture is mainly adapting diverse aesthetics which gives emphasis on unique forms, so I used warp, blend and split as my keywords. I used experimental typographic form and structure to challenge previously held rules and practices in typography. For blend, I created a kind of surreality feeling, and the letters hang in the air and are combined with different materials to create a fusion. For the warp concept, I combined letters with wire. And for split, I split the font and suspended it in midair.

{ SEMESTER }

{ I N S TRUCTOR }

Spring 2016

Kathrin Blatter

{ COURSE }

{ PROJECT }

Type Experiments

Architecture Typography

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In my food world, there is no fear or guilt, only joy, love, beauty and balance. { KILLIE KRIEGER }

{ OBJECTIVE }

This project leads students through specific steps in the design process to create engaging and relevant solutions. We were asked to propose a topic, identify its relevant audience and stakeholders, create, and implement compelling visual elements in a variety of media that work together as a cohesive system. { APPROACH }

The main goal of this project is to reduce food waste by defining when food is expired, so people will know that “expired” food isn’t unhealthy or inedible. I designed a new brand with the theme of expired food.

It includes logo design, posters, website and so on.

I think building a brand is useful to make people realize the importance of this issue, and labels only indicate when the maker thinks it should be eaten by, which isn’t always the same as when the food is fresh.

I established a series of posters for Expired food that not only promotes the knowledge but also educates consumers. These posters can be placed in the bus stop, shopping mall, and other public areas. Besides that, the website provides recipes for the customer that make the most of the food that’s past it’s expiration date but still eatable and some supporting activities. I hope this project can have a unique impact and teach people to reducing food waste by defining when food is expired.

{ SEMESTER }

{ INSTRUCTOR }

Spring 2017

Anitra Nottingham

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{ PROJECT }

Visual Thinking

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Safe food SAFE FOOD

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{ COLOR PALETTE }

Variation in scale of bold San Serif Objective: Source Code Pro Light ABCDEFGHIGKLMNOPQRSTUVWXYZ {,.;?!@#$%*}-0123456789

C6 M80 Y82 K0

C11 M0 Y6 K2

C75 M68 Y67 K90

{ IMAGE/ILLUSTRATION }

One food being slightly wilted but still fresh when we cut it. There’s juxtaposition of “fresh” with “old” which work for my topic.

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Boeing Commercial Airplanes is competitive and healthy. We have a very bright future. { ALAN MULALLY }

{ OBJECTIVE }

This course expounded and expanded on the basic principles of typography. We were encouraged to challenge our approach to these basic principles and explore new innovative ways to communicate with text and image. { APPROACH }

The main goal of this project is to chose a company and redesign their annual report. I chose Boeing, the world’s largest aerospace company and leading manufacturer of commercial jetliners and defense, space and security systems. I researched and surveyed to find what Boeing was pursuing. I used the same grid to keep layouts clean and simple and yellow type to highlight important information. In the annual report, I also used graphic elements to show some airplane models, and the tone of the whole report used a deep blue and violet to represent the sense of science and technology, including the photos and fonts.

{ SEMESTER }

{ I N S TRUCTOR }

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John Nettleton

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{ P R O JECT }

Type Systems

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THANK YOU

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Thank you everyone.

{ SPECIAL }

To my family, thank you for all the love and support.

Without the inspiration, drive and support you gave me, I might not be the person I am today.

To my friends, Carrie, Yindi Shi, Qiushi Bai, and Eva. Thank you for staying with me, checking up on me, and inspiring me.

To my instructors, Mary Scott, Hunter Wimmer, John Nettleton, Anitra Nottingham, Kathrin Blatter, David Hake, and Wenjie Xu. Thank you for your guidance and knowledge that has encouraged me to reach my potential and help me become the designer that I am today. I am forever grateful.

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{ 2017 ALL RIGHTS RESERVED }

No part of this book may be reproduced, used or transmitted from Fangjing Chen.

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COLOPHON

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{ COURSE }

Senior Portfolio { INSTRUCTOR }

Mary Scott { SCHOOL }

Academy Of Art University School Of Graphic Design San Francisco, CA { BINDERY }

The Key Printing & Binding { TYPEFACES }

Chaparral Pro Bergen Mono { SOFTWARE }

Adobe Creative Cloud { CONTACT INFO }

Fangjing Chen +1 415 939 1593 Koye0623@gmail.com www.fangjingchen.com

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The new beginning.