More Less \00 Yi Tian \ Selected Work
ma portfolio
/
more
•
less
Copyright Š 2019 Yi Tian All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, including photocopy, or any storage and retrieval system, without prior written permission. 4/ 5
selected work by yi tian
pro ject collection
chap ter
// 0 0
01
02
03
04
05
06
Concept
[ s t a t e m e n t]
The effectiveness of true design minimalism is central to the concept of “more/less” in my design world. I would agree “less is more”, but there is always a point at which crossing the line goes from simple to meaningless. The objective of my design is to express an entire work with a minimalist solution so that its audience can fully and clearly understand it.
You are built not to shrink down to less but to blossom into more. –Oprah Winfrey
4 /5
ma portfolio
6/ 7
/
more
•
less
selected work by yi tian
pro ject collection
chap ter
// 0 0
01
02
03
04
05
06
Content
[p ro j e c t
o n e]
More Ideas \ Less Limitation [08–33] Conference Materials Design [p ro j e c t
t wo]
More Clarity \ Less Words [34–51] Franklin Gothic Specimen [p ro j e c t
t h r e e]
More Convenient \ Less Distance [52–69] U-Haul Annual Report
[p ro j e c t
f o u r]
More Memories \ Less Paper [70–85] Road Trip Journal App [p ro j e c t
f i v e]
More Knowledge \ Less Waste [86–109] Everyday Reading Project [p ro j e c t
s i x]
More Brightness \ Less Obscurity [110–125] Book Redesign
6 /7
ma portfolio
8/ 9
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
00
chap ter
// 01
02
03
04
05
06
More Ideas Less Limitations \01 Design Conference Materials.
8 /9
ma portfolio
/
more
•
less
selected work by yi tian
[c o u r s e ] Type Systems [c o u r s e Gr 601
+/-
n o .]
[s e m e s t e r] 2018 Summer [i n s t ru c t o r] John Nettlton
[o b j e c t i v e ] Choose a design conference and design a holistic visual system for it. Show the ability to create a sophisticated visual concept that matches the aim of the conference. The goal is not only to challenge a designer’s ability to demonstrate conceptual and visual design skills, but also to show typographic skills all in a highly flexible design system that fits the need of the design conference. [a p p roac h] I chose a digital design conference named Design Matters to develop the conference visual system. It is an annual event held in Copenhagen, Denmark. This promotional project is developed to market the event for the design industry. The use of patterns, a color scheme and typography are applied to the print and mobile application. I used the idea of wireframe, which is the foundation of all digital design work, as well as visual elements from the coding system as part of the conference’s visual language to represent an all-round digital design world.
[p ro j e c t] Conference Materials
[d e l i v e r a b l e s] Poster/Program/App/Website/Name Badge
[c a t e g o r y ] Visual System
[f o r m a t ] Poster 18 x 14 in Program 22 Pages App 414 x 736 Pixels Website 1920x 1080 Pixels
[k e y wo r d s] Digital/Sophisticated
[s o f t wa r e] ID
10/ 11
PS
AI
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
10 /11
ma portfolio
12 / 13
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
12 /13
ma portfolio
14 / 15
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
14 /15
ma portfolio
16/ 17
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
16 /17
ma portfolio
18/ 19
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
18 /19
ma portfolio
20/ 21
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
20 /21
ma portfolio
22 / 23
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
22 /23
ma portfolio
24 / 25
/
more
•
less
selected works by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
24 /25
ma portfolio
26/ 27
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
26 /27
ma portfolio
28/ 29
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
28 /29
ma portfolio
30/ 31
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
30 /31
ma portfolio
32 / 33
/
more
•
less
selected work by yi tian
p r o j e c t c o n f e r e n c e m at e r i a l s
chap ter
00
// 01
02
03
04
05
06
32 /33
ma portfolio
3 4 / 35
/
more
•
less
selected work by yi tian
pro ject specimen
00
chap ter
01
// 02
03
04
05
06
More Clarity Less Words \02 Franklin Gothic Specimen.
3 4 /35
ma portfolio
/
more
•
less
selected work by yi tian
[c o u r s e ] Type Composition [c o u r s e Gr 619
+/-
n o .]
[s e m e s t e r] 2018 Spring [i n s t ru c t o r] John Nettlton
[o b j e c t i v e ] Develop an engaging type promotion which includes a type specimen. The selling point of this work is to illustrate all the key information, such as the categories, the designer and the foundry. The goal is to investigate ways to make the typeface sing, show its proper usage and illustrate its appeal by using organization, hierarchy, layout and grid systems. This piece should be fun and appeal to graphic designers and a type-savvy audience. [a p p roac h] I chose to design a specimen for Franklin Gothic and did some research on the background of the font. Franklin Gothic is a high-profile typeface that gives smooth and simple authority. The design here reflects this with huge scale type, a black & white color palette, a classic tone of voice and unique, cool compositions. I also used newspaper as the print media to show a sense of age.
[p ro j e c t] Type Specimen
[d e l i v e r a b l e ] Type Specimen
[c a t e g o r y ] Typography
[f o r m a t ] Newspaper 20 x 15 in/10 Pages
[k e y wo r d s] Bold/Powerful/Classic
[s o f t wa r e] ID
11/12 36/ 37
AI
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
36 /37
ma portfolio
38/ 39
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
38 /39
ma portfolio
4 0/
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
4 0 /41
ma portfolio
42 / 4 3
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
42 /4 3
ma portfolio
44/ 45
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
4 4 /4 5
ma portfolio
4 6/
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
4 6 /47
ma portfolio
4 8/ 4 9
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
4 8 /4 9
ma portfolio
5 0/ 51
/
more
•
less
selected work by yi tian
pro ject specimen
chap ter
00
01
// 02
03
04
05
06
5 0 / 51
ma portfolio
52 / 5 3
/
more
•
less
selected work by yi tian
pro ject annual report
00
chap ter
01
02
// 0 3
04
05
06
More Convenience Less Distance \03 U-haul Company Annual Report.
52 / 5 3
ma portfolio
/
more
•
less
selected work by yi tian
[c o u r s e ] Type Systems [c o u r s e Gr 601
+/-
n o .]
[s e m e s t e r] 2018 Summer [i n s t ru c t o r] John Nettlton
[o b j e c t i v e ] Choose a company and redesign its annual report or corporate sustainability report. Build the overall structure and organization to make it legible and organized. Explore innovative ways to communicate with text, graphics and images. [a p p roac h] I redesigned the annual report for the moving and storage company U-haul. The company provides its products and services to help people move and store their household and commercial goods. This annual report displays essential financial and company information. The concept behind it is to position U-haul as a do-it-yourself company by using tactile materials. I used recycled craft paper to print, and I combined tape and packing stickers on the cover to allow readers to make the report feel like a packed box in the readers hands and further highlight the do-it-yourself concept. A type unit grid was applied to make the foundational elements align in the structure of the page.
[p ro j e c t] Annual Report
[d e l i v e r a b l e ] Annual Report
[c a t e g o r y ] Typography/Editorial Design
[f o r m a t ] Book 8 x 10 in/50 Pages
[k e y wo r d s] Cardboard/Craft/Storage
[s o f t wa r e] ID
5 4 / 55
PS
AI
pro ject annual report
chap ter
00
01
02
// 0 3
04
05
06
5 4 / 55
ma portfolio
5 6/ 57
/
more
•
less
selected work by yi tian
pro ject annual report
chap ter
00
01
02
// 0 3
04
05
06
5 6 / 57
ma portfolio
5 8/ 59
/
more
•
less
selected work by yi tian
pro ject annual report
te cc hh aa pp te rr
00
01 01
02 02
// 0 3
04
05
06
5 8 / 59
ma portfolio
6 0/ 61
/
more
•
less
selected work by yi tian
pro ject annual report
te cc hh aa pp te rr
00
01 01
02 02
// 0 3
04
05
06
6 0 /61
ma portfolio
62 / 6 3
/
more
•
less
selected work by yi tian
pro ject annual report
chap ter
00
01
02
// 0 3
04
05
06
62 /6 3
ma portfolio
64/ 65
/
more
•
less
selected work by yi tian
pro ject annual report
te cc hh aa pp te rr
00
01 01
02 02
// 0 3
04
05
06
6 4 /6 5
ma portfolio
6 6/ 67
/
more
•
less
selected work by yi tian
pro ject annual report
te cc hh aa pp te rr
00
01 01
02 02
// 0 3
04
05
06
6 6 /67
ma portfolio
6 8/ 69
/
more
•
less
selected work by yi tian
pro ject annual report
te cc hh aa pp te rr
00
01 01
02 02
// 0 3
04
05
06
6 8 /69
ma portfolio
70/ 71
/
more
•
less
selected work by yi tian
pro ject road trip app
00
chap ter
01
02
03
// 0 4
05
06
More Memories Less Paper \04 Road Trip Journal Application.
70 / 71
ma portfolio
/
more
•
less
selected work by yi tian
[c o u r s e ] Digital Design Studio [c o u r s e Gr 605
+/-
n o .]
[s e m e s t e r] 2018 Fall [i n s t ru c t o r] Bob Slote
[o b j e c t i v e ] Choose a topic and design a graphic system appropriate to it. Make the project aesthetically pleasing and practical. [a p p roac h] I created a mobile application concept that records all the values and the beauty of life during a road trip and created a space for road travelers to discover and get inspiration from others. This app helps store travel experiences into journal entries. The design concept is simple and clean. I used a color that is lively and gives a clear impression.
[p ro j e c t] Road Trip App
[d e l i v e r a b l e ] App
[c a t e g o r y ] UI/UX Design
[f o r m a t ] App 375 x 812 Pixels
[k e y wo r d s] Bold/Powerful/Classic
[s o f t wa r e] XD
72 / 73
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
72 / 73
ma portfolio
74 / 75
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
74 / 75
ma portfolio
76/ 7 7
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
76 / 7 7
ma portfolio
78/ 79
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
78 / 79
ma portfolio
8 0/ 81
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
8 0 /81
ma portfolio
82 / 8 3
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
82 /8 3
ma portfolio
8 4 / 85
/
more
•
less
selected work by yi tian
pro ject road trip app
chap ter
00
01
02
03
// 0 4
05
06
8 4 /85
ma portfolio
86/ 87
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
00
chap ter
01
02
03
04
// 0 5
06
More Knowledge Less Waste \05 Everyday Reading Branding.
86 /87
ma portfolio
/
more
•
less
selected work by yi tian
[c o u r s e ] Visual Thinking [c o u r s e Gr 620
+/-
n o .]
[s e m e s t e r] 2018 Fall [i n s t ru c t o r] Sandra Isla
[o b j e c t i v e ] Identify a problem and follow specific steps in the design process to create engaging and relevant solutions. Conduct audience research, identify design strategy and integrate a variety of media that work together as a cohesive system to create awareness about the problem and help solve it. [a p p roac h] Tsundoku is the Japanese word for describing buying books and never reading them. I investigated why people buy books and don’t read them and found a solution to reduce this Tsundoku issue. In this project, I created a brand to promote the positive idea of reading more books in a limited time to help people who want to learn but have no time. The brand gives people a simple, comfortable and relaxing impression, which is like the feeling of reading a good book.
[p ro j e c t] Everyday Reading
[d e l i v e r a b l e s] Poster Series/Kiosk /App/Process Book
[c a t e g o r y ] Visual System/Branding
[f o r m a t ] Posters A3 Kiosk 864 x 612 Pixels/9 Screens App 375 x 812 Pixels/13 Pages
[k e y wo r d s] Simplicity/Reading/Relaxing
[s o f t wa r e] ID
8 8/ 89
PS
AI
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
8 8 /89
ma portfolio
9 0/ 91
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
9 0 /91
ma portfolio
92 / 93
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
92 /93
ma portfolio
9 4 / 95
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
9 4 /95
ma portfolio
9 6/ 97
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
9 6 /97
ma portfolio
98/ 9 9
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
98 /9 9
ma portfolio
100/101
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
10 0/101
ma portfolio
102/10 10 4 /1035
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
102/103
ma portfolio
104/10 5
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
10 4/105
ma portfolio
106/107
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
10 6/107
ma portfolio
108/10 9
/
more
•
less
selected work by yi tian
p r o j e c t e v e r y d ay r e a d i n g
chap ter
00
01
02
03
04
// 0 5
06
10 8/109
ma portfolio
110/111
/
more
•
less
selected work by yi tian
pro ject book redesign
00
chap ter
01
02
03
04
05
// 0 6
More Brightness Less Obscurity \06 Phenomenal Book Redesign.
110/111
ma portfolio
/
more
•
less
selected work by yi tian
[ c ou r s e ] Type Composition [ c ou r s e Gr 619
+/-
no .]
[semester] 2018 Spring [ i n s t r u c to r ] John Nettlton
[o b j e c t i v e ] Redesign sample spreads for a book that has large images and all the necessary components, such as text, captions, titles, subtitles, etc. Using type treatments, photos, illustration, color themes and overall layout to build a cohesive system for the page structure. [a p p roac h] I redesigned a book called Phenomenal. This book is an essential document for understanding the work of artists from Southern California who create the artworks called “Light and Space”. Light and Space has a contemporary and elegant feeling, so I chose light weight type and soft colors to illustrate this.
[ p ro j e c t ] Book Redesign
[d e l i v e r a b l e ] Book
[ cat e g o ry ] Typography
[f o r m a t ] Book 8 x 10 in/20 Pages
[ k ey wo r d s ] Delicate/Soft/Elegant
112/113
[s o f t wa r e] ID
AI
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
112/113
ma portfolio
114/115
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
114/115
ma portfolio
116/117
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
116/117
ma portfolio
118/119
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
118/119
ma portfolio
120/121
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
120/121
ma portfolio
122/123
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
122/123
ma portfolio
124/125
/
more
•
less
selected work by yi tian
pro ject book redesign
chap ter
00
01
02
03
04
05
// 0 6
124/125
ma portfolio
126/127
/
more
•
less
selected work by yi tian
pro ject collection
chap ter
00
01
02
03
04
05
06
Thank You
[fa m i ly]
[to
Mame Dad Grandpas Grandmas
Thank you for supporting me, believing in me the whole time I have been in school and pursuing my dream. You are the best.
[i n s t ru c t o r s]
Thank you for teaching me the principles of design. I learned a lot through your teaching and critiques, which helps me be the designer I am today.
[to
Mary Scott John Nettleton Sandra Isla Bob Slote Hunter Wimmer [f r i e n d ]
Miao Yu
[to
my family]
my instructor]
my friend]
Thank you for encouraging me and giving me so much relevant feedback on my work. Thank you again.
126/127
ma portfolio
/
more
•
less
selected work by yi tian
[t y p o g r a p h y ]
[t i t l e ]
Akkurat Feijoa
More/Less
[p h o t o g r a p h y ]
Yi Tian
[d e s i g n e r ]
Yi Tian Unsplash.com
[c o u r s e ]
MA Portfolio [p r i n t i n g
a n d b i n d i n g]
Blurb.com
[i n s t ru c t o r]
Mary Scott [c ov e r
s t o c k]
ImageWrap Hard Cover
[t e x t
s t o c k]
Mohawk Everyday Digital 100# Uncoated Text
128/129
[s c h o o l]
School of Graphic Design and Digital Media Academy of Art University 79 New Montgomery Street San Francisco, CA, 94105
ma portfolio
130/130
/
more
•
less
selected work by yi tian