Selected Work of Yi-Hsin Tiffany Lai

Selected Work 2015-2019

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Sound of Text.

Selected Work of Yi-Hsin Tiffany Lai 2015-2019

Yi-Hsin Lai

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Š 2019 Yi-Hsin Tiffany Lai All rights reserved.

No portion of this book may be used or reproduced in any manner without written consent of Yi-Hsin Tiffany Lai. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.

Written, design and produced by Yi-Hsin Tiffany Lai | yihsinlaii@gmail.com Academy of Art University 79 New Montgomery Street San Francisco, California 94105 School of Graphic Design Department Chair | Phil Hamlett

WWW.YIHSINLAI.COM

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Sound of Text.

Knowledge begins with the five senses. The five senses can be a powerful tool in assessing unique experiences in life, then taking those insights and subtly incorporating them into designs.

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Yi-Hsin Lai

Selected Work

Selected Work 2015-2019

1/10 The Hidden Force

2/10 The Art of Memory 3/10 Aftertaste

4/10 Graffiti Site

5/10 Taste of Nostalgia 6/10 Whispered Clue 7/10 The Writer

8/10 Open & Enjoy

9/10 See Barcelona

10/10 Future & Time

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The Hidden Froce

1/10

The Hidden Force Course Course Typography 04 Discipline Nonconformist Art Exhibit Semester Spring 2019 Instructor Ariel Grey Deliverables Exhibition book, tickets, poster, flyer and motion graphic.

— — — —

Key Words Graceful Extended Educational Unexpected

Background You can’t see it, but there’s an invisible force field around the Earth. its protecting the planet – and all life – from space radiation. At any location, the Earth’s magnetic field can be represented by a three-dimensional vector. Earth’s magnetic field serves to deflect most of the solar wind, whose charged particles would otherwise strip away the ozone layer that protects the Earth from harmful ultraviolet radiation.

Objective Artists use different materials, medium and media to visualize the earth’s magnetic field, so that the audience can have a better understanding of magnetic field and a planet.

Concept The earth’s magnetic field protects the earth and enables all things to grow naturally. In addition, the earth’s magnetic field can also affect people’s emotions. This exhibition not only shows unexpected works created by artists in cooperation with natural phenomena, but also analyse how the earth’s magnetic field affects all aspects of human life from a psychological point of view.

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From invisible to visible.

Message The magnetic field is invisible, but this power is huge, just like gravitation, the earth’s magnetic field affects your life all the time.

Target Audience Designers who like to use the form of art to build bridges for various disciplines, trying to reveal the inherent nature of art and the collective wisdom of nature.

Families who like to participate in museum activities encourage their children to explore natural knowledge.

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Hidden Froce

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The Art of Memory

2/10

The Art of Memory Course Strategies for Branding Discipline Rebranding Lao Feng Xiang Semester Fall 2018 Instructor David Scott Deliverables New logos, promotional products, and a brand visual system

— — — —

Key Words Iconic Elegant Emotional Desirable

Background Lao Feng Xiang is one of the oldest Chinese jewelry brands in existence which opened in 1848 and is based in Shanghai. Operating over 3,000 stores worldwide, including stores in almost every province in mainland China, the company also has flagship stores in New York City, in Sydney, Australia, Vancouver, British Columbia and Canada.

Objective Create a new identity for a company, reposition the brand/company and developing a new, differentiated and powerful brand guidelines system.

Concept Lao Feng Xiang’s name consists of three Chinese characters representing the Phoenix, symbolizing rebirth.

The company mission is being a luxury brand “made in China” with global ambitions. The rebrand is inspired

by China’s rich and long history, heritage and culture.

And to provide a fusion of old and contemporary as well as traditional and innovative.

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Memory is forever.

Message In life, truly precious moments are few and far between. However, jewelry connects your love story to those that will follow after.

Target Audience Lao Feng Xiang markets to a wide customer base in China, reaching out to the younger generation and to older, more traditional jewelry buyers.

Due to the price range of their products, they can market to a variety of consumers. Lao Feng Xiang has found that consumers buy jewelry based on brand name value rather than shopping for the lowest price.

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The Art of Memory

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The Art of Memory

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The Art of Memory

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The Art of Memory

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The Art of Memory

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Thank you!

LAOFENGXIANG.COM 585 5th Ave, New York, New York 10017

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The Art of Memory

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Aftertaste

3/10

Aftertaste Course Package Design 03 Discipline Wine Package Design Semester Fall 2018 Instructor Christine George Deliverables 3 premium wines and 1 wine box

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Key Words Richness Classy Aesthetic Minimalist

Background In 1962, Ridge made its first Monte Bello, and two years later its first zinfandel. Since this time, Ridge has championed single-vineyard winemaking, searching California for those rare vineyards where climate, soil, and variety are ideally matched. Ridge also focuses on single-estate wines where the grapes for a particular label are all grown at the same vineyard.

Objective A well-designed label will make wine stand out. Learn more about crafting a perfect wine label for a brand and how can make sure the label leaves the consumers on your wine.

Concept Make Ridge wine label become more attractive and give it better storytelling. Also create a theme: View from Ridge.

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Drink in a story.

Message Ridge emphasizes the particular characteristics of each growing site and may show different aging characteristics than do other.

Target Audience 30+ people who love wine.

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Aftertaste

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Aftertaste

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Graffiti Site

4/10

Graffiti Site Course Typography 04 Discipline Sustainable Powder Mixed Latex House Paints Semester Fall 2017 Instructor Tom McNulty Deliverables Paint powder, sample kit, color swatches and brush.

— — — —

Key Words Hyperrealism Underground Tensions Contrast

Background Futura 2000 is a graffiti legends of the 80’s, now starting a new brand let the energy and power of the street onto daily use. Futura 2000 is He is known for pioneering abstract street art in the 1980s. He major contribution to graffiti art was his use of abstraction, adopting a style of painting characterized by its blending of text and imagery. Today, Futura 2000’s work can be found in the collections of the Museum of the City of New York. No longer working in graffiti, Futura 2000 lives and works as a graphic designer in Brooklyn, NY.

Objective Take unique color palettes Industrial style and graffiti art style to your home. Futura 2000 offers a line of spray and house paints products that deliver unique colors & amazing dry times to complete a house or artwork painting.protects the Earth from harmful ultraviolet radiation.

Concept Futura Paints can be a wonderful expression of street art and art in house. The graffiti legends design the colors palettes, deeply feel the Futurism street art in New York.

Meet the fans’ collecting needs.radiation.

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The legend spirit.

Message The graffiti legend design the colors palettes, deeply feel the Futurism street art in New York Futura Paint can be a wonderful expression of street art, and modern home.

Target Audience Male, the fans of Futura 2000 ( age 25 –- 40) Artist.

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Graffiti Site

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Graffiti Site

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2023-50 MUSTARD SEED YELLOW

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Graffiti Site

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Graffiti Site

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Taste of Nostalgia

5/10

Taste of Nostalgia Course Typography 03 Discipline Non Traditional Conceptual Cookbook

Background Eating Taiwanese food could reduce my homesickness abroad and remind good memories from home. Taiwanese cuisine is very distinctive. It is often associated with influences from mid to southern provinces of China and Japan.

Semester Spring 2018 Instructor Ariel Grey Deliverables Cookbook, book mark and website

Key Words — Unique — Fusion — Nostalgia

Objective A full experience of the 60s Asian style recipe reminds you the unforgettable taste of mother’s recipe.

Concept Home cooking with a side of nostalgia and try a true Taiwanese family recipes.

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Stirup some nostalgia.

Message There’snothing quite lik the familiar smell of mom’s recipes. Whip up one of our takes on these delectable dishes and take an enjoyable (and tasty) trip down memory lane.

Target Audience Overseas Chinese and Asian food enthusiasts.

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Taste of Nostalgia

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紅

BRAISED PORK TRO TTERS

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猪

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Braised Pork Trotters

Sea salt

Pork trotters

mama lai's kitchen

2 tablespoons dark soy sauce

2 1/2 pounds of pork trotters

3 tablespoons light soy sauce

2 tablespoons oil

2 tablespoons Shaoxing wine

4 slices ginger

4 cups water

4 scallions, chopped, with the white and green parts separated

Salt, to taste

Ginger

In fact, eating pork trotters is good for skin is actually a common Asian beauty secret. The collagen can go straight to the face with some delicious pork .It’s a well-known, age-old fact passed down from grandparents, to parents, to me, and from me to my girls that eating these foods are are good for the joints and skin, because they are loaded with collagen!

1 Chinese cinnamon stick

40

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FAMOUS HOME-STYLE DISH

3 star anise

20 grams rock sugar

90

2

ABOUT THE DISH

4 ounces dried soybeans, soaked overnight

2 dried hot chili peppers (optional)

cook time

hr

Shaoxing wine

INGREDIENTS

2 bay leaves

prep time

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香

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且豬蹄的營養豐富，味道可口。它不僅是常用菜， 而且還是滋補佳品。

DIRECTIONS 1. After your soybeans have been soaked overnight, prepare your pork trotters. Have your butcher cut them into large chunks.

Rinse them thoroughly, and place them in a pot filled with enough water to completely submerge them. Bring the water to a boil, letting it boil for a couple of minutes. Turn off the heat, drain and rinse the pork trotters clean. Pat them dry, and set aside.

2. Heat the oil in a wok or large Dutch oven over medium low heat. Add the ginger, the white parts of the scallion, the star anise, cinnamon, bay leaves, dried hot chili peppers and dried tangerine peel. Let everything infuse for a few minutes, taking care not to let the aromatics burn. Now, carefully add the pork trotters, and brown them on both sides.

3 . Time to drain the soybeans. Add the soybeans, along with the rock sugar, dark soy sauce, light soy sauce, Shaoxing wine, and water. Stir thoroughly, and cover. Let the pork trotters braise for 70-80 minutes on low heat until tender. Be sure to stir periodically to prevent sticking. Towards the end of the cooking time, add salt to taste. Don’t

prolong the cooking too much. In this case, “falling off the bone” is not what we want.

4. If there is still too much liquid at the end of your cooking time, just turn up the heat and cook off the liquid to the right consistency. You’ll want some thickened sauce at the end. Garnish with the green parts of the scallion, and serve.

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好 吃 到 停 不

EATING PIG'S FEET WILL KEEP YOU LOOKING YOUNG

下 來

TASTE LIKE HEAVEN IN YOUR MOUTH

回 憶

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Whispered Clue

6/10

Whispered Clue Course Package Design 03 Discipline Reinventing a board game

Background In this project we tasked with origination or redesign a board game. I choose redesign the game board called “Clue”.

Clue game is a popular murder-mystery board game. Full of suspense, Clue is suitable for 2-6 players aged 18 and up.

The game comes with everything you need to find out who committed the crime.

Semester Fall 2018 Instructor Christine George Deliverables Cards, gameboard, weapon tokens, Clue sheet notepad, envelope and character tokens — — — —

Key Words Mysteriously Delicate Classical Rococo style

Objective Featuring a game board, players choose to solve the murder mystery in the palace. Players get the scoop on the rooms, weapons and characters, and start detecting.

Concept High treachery and betrayal are behind the mysteries to solve in Palace of Versailles Clue. Who killed Marie Antoinette?

Was it duchess in the salon with the poison? Or standard bearer in the garden with the knife? Players find out who the killer is in Versailles Palace.

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One murder‌ six suspects.

Message Story goes back to the Palace of Versailles in Paris in the 18th century. A darker look at the Palace of Versailles and its residents, featuring stories of betrayal, scandal, lies, and murder. The player who correctly accuses Who, What, and Where wins!

Target Audience 18 years up.

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Whispered Clue

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Queen’s Appartment

Staircase of Ambassadors

Opera House

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Whispered Clue

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Whispered Clue

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The Writer

7/10

The Writer Course Visual Systems 02 Discipline Brand Identity

Background Monteverde is a luxury pen company has over 40 years of experience truly understand the market for fine writing instruments. The finest pen shops in the world carry the Monteverde name as a testament to its class and popularity.

Each pen is crafted with its users in mind to ensure unparalleled quality with reasonable price points.

Semester Fall 2018 Instructor Tom Sieu Deliverables New logos, promotional products, and a brand visual system

— — — —

Key Words Confident Enlighten Luxurious Creative

Objective Create a brand elements outlined here are not a set of rules intended to restrict, but rather are a framework to guide and inspire creativity and direction. By working with a shared understanding, the monteverde brand becomes more cohesive, meaningful, and ultimately more valuable.

Concept With the rise in technology, Monteverde USA understood the importance of rebranding itself to appeal to the modern market. Focusing on selling exclusivity products, as it is a writing instrument, which is at the desk of the most creative decision makers in the world.

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The tip of your world.

Message A powerful design is not only because it was distinctive and original but also because it was good enough to give birth to many variations.

Target Audience Monteverde offers to confident and determined people, products that enrich their individual, cultural lifestyle and reflect their determined and passionate personality.

Our brand speaks to people who enlighten a creative and refined lifestyle. In many ways they are successful and a reference for others.

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The Writer

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x

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Open & Enjoy

8/10

Open & Enjoy Course Package Design 02 Discipline Protecting Breakable Glass Semester Fall 2017 Instructor Tom McNulty Deliverables 1 Cocktail glass box

— — — —

Key Words Colorful Boho chic Delicate Morden

Background Anthropologie is an American clothing retailer that currently operates over 200 stores worldwide featuring a curated assortment of clothing, jewelry, intimates, beauty, gift, home furniture and decor. Currently Anthropologie is selling women’s apparel and accessories, intimates, home furniture and décor, beauty and gifts. Yet, the brand is continuing to grow in their different genres of products.

Objective Dobra highball glass set give a woman who has sense of adventure about what she wears, also enjoying life with her family and friends.

Concept Anthropologie is a destination for the well-traveled, creative woman, and Dobra highball glass packaging offering a beautifully curated collection of home decor.

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Make spirts brighter.

Message Dobra highball glass packaging offering a stable protect for the glasses, also it is easy to handle and carry to every where.

Target Audience 25-45 year-old women creative-minded women, who want to look like themselves, not the masses.

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Open & Enjoy

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Open & Enjoy

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Open & Enjoy Joy

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See Barcelona

9/10

See Barcelona Course Package Design 04 Discipline Retail Store Brand & Packaging System Semester Spring 2019 Instructor Tom McNulty Deliverables Exhibition book, tickets, poster, flyer and motion graphic.

— — — —

Key Words Reliable Unity / Connect Passionate Cultural Teammate Oscar Singh Qi Zheng Tiffany Yi-Hsin Lai Ye Ji Kim

Background Barcelona has always been a popular tourist destination throughout the years. With a population of 1.7 million friendly Catalonians, architecture that seems to come from dreams, a world renowned soccer team, and a language of love; it’s easy to see why persons of all walks of life from all over the world flock to this city. With that in mind, we’ve noticed Barcelona hasn’t tapped into these seemingly limitless fountains of inspiration to better enhance the overall experience of their tourists. We feel by incorporating such features of Barcelona into the overall branding and sub-branding of the city then both tourism as well as the economy itself will receive a beneficial boost.

Objective New Barcelona’s special cultural identity; Branding for ‘the City’; Harmony for tourists and locals: A retail store that both tourists and locals can enjoy.

Concept “Barcelona From Above” Barcelona viewed from above is breathtaking. Everything is organized and inter-connected even environmentally friendly. Refresh the tourists’ minds and explore the city as well as provide tourists and locals an overall better experience. When they walk into our store, they will experience a sensation like no other.

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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See Barcelona

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Future & Time

10/10

Future & Time Course Typography 02 Discipline Typecard set

Background Avenir was originally released in 1988 with three weights, and the typeface family was later expanded to six weights, each with a roman and an oblique version.

Semester Spring 2017 Instructor David Scott Deliverables 10 cards with case

Key Words — Futuristic — Modern — Technological

Objective Develop a descriptive word as a concept that best represents the characteristics od the chosen face. Each card should reflect an aspect, unique point or a different angle of the chosen typeface.

Concept Graphic design was irrevocably changed by digital computer hardware and software and the explosive growth of the Internet. Avenir card set inspired by digital revolution, represent the Future in Graphic design.

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The Digital Revolution and Beyond.

Message Digital style is not a historical movement since it is happening right now. It is our future.

Target Audience All age

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Future & Time

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1. Bowl 2. Ascender 3. Waist

B 1

2

b 3

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1. Bar 2. Cross stroke

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Future & Time

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Future & Time

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Future & Time

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Thank you

Thank You To My family and my dear friends.

Ariel Grey, Thomas McNulty, David Hake, Christine George and David Scott.

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Credit

Credit Art Director Phil Hamlett Printer Graphic Imagery Binder The Key Binding Paper Mohawk Superfine Eggshell Software Adobe Creative Cloud Typeface GT America Operetta 12

Contact Yi-Hsin Tiffany Lai Graphic Design yihsinlaii@gmail.com

Copyright Š 2019 Yi-Hsin Tiffany Lai All rights reserved.

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