Laan Lee Portfolio

LAAN LEE // PORTFOLIO

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KNOT

Colophone Š2 0 1 0 L a an L e e A l l r i g h t s reserved. No part of this publication can be r e p r o d u ce d wi tho u t exp ress per mission f r om Laan Lee. Ac a d e my o f A rt U n i versi ty S c h o o l o f G rap h i c D e si gn S a n F r a n c i sco, C al i forni a 94 105 Portfolio Laan Lee l e e l a a n @ gmai l .com 4 1 5 - 8 1 2 341 9 w w w. l e el aan.co m I n s t r u c t or M a r y S c ott Co u r s e M FA P o r tfol i o S emi nar S p r i n g 2 01 0 Ti t l e o f B o o k Knot D i m e n s i on 8 . 7 5 x 1 2 IN. 151PGS. D e s i g n , Ph o tog raph y & Wri ti ng Laan Lee Software Ad o b e P ho tosh o p , In D esi gn , Illust r at or Printer H & H I m a g i ng Bo o k b i n dery H e r r i n g & R o b i nso n B o o kb i nder s

LAAN LEE // PORTFOLIO

Ta b l e o f C o n t e n t s

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Letter Perfect

Time Line

Sinking Feeling

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Growing Awareness

Breaking Convention

Talking Cell

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Moving Columns

Social Study

New Signs

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KNOT

Preface In ancient times, before human specie invented written or spoken language, knots, wee the most prominent tool for communication and recording of events. A single knot may present a day, a month, s successful hunting season, or an important social event. To me, knots represent important milestones from years of my life. As a graphic designer, each knot corresponds to a distinctive project in this book.

All these knots speak of different functionality and purpose, and were given dissimilar personalities and shapes. In dealing with various projects, I went for different directions and designed various solutions.

Each project has its own beginning and ending, with its own process and story- as a result, each project was exactly like the one and the only “knot� I created. And this book aims to connect all the knots to create a new storyline.

Getting these knots in this book is a testament to the creative process of my design works. And also this is the very first step of my graphic design career. More importantly, this book is the testament to the different ideas, thoughts and inspirations.

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LAAN LEE // PORTFOLIO

K ey words : F u n d a m ental / practical / handwriting / golden portion / c l a s s i c / fo rmat / materi al /

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P. 016

A study of Roman Ca pital letters

Letter Perfect Fo r m a t : B O O K Dimension : 11.5 x 8.5 INCH. Category : PRINT

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LETTER PERFECT

01 Ty p e f a c e : T R A J A N

Pa p e r : E P S O N D O U B L E S I D E M AT T E C AT I O N

Printer : EPSON PHOTO R1800

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LETTER PERFECT

01 Project Title

The Roman Capital Alphabet Overview

This project is a study of Roman Capital letters of proportion in relation to the golden rectangle.

The idea is specific to the creation of an even pattern of spacing with classical Roman Capital letters. Based on the book, The Origin of the Serif by E.M.Catich, the objective was to create a link between the history of letterforms and the contemporary use of type and space.

Ty p e f a c e : T R A J A N

A b o u t : A S T U D Y O F R O M A N C A P I TA L L E T T E R S

Designer : LAAN LEE

Course : TYPOGRAPHIC SYNTHESIS

Instructor : MONICA DENGO

Semester : SP07

Concept

The concept of this book is to show the relationship between golden proportion and letterform.

I designed the pages with freehand drawing letters on tracing papers and overlap the golden rectangle underneath the drawings to show the relationship between these two objects. Every page can be torn off from the book easily for the purpose of better assist a closer study of each letter in detail.

Fo r m a t : B O O K

Dimensions : 11.5 x 8.5 INCH.

Category : PRINT

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K ey wo rd s : f a s h i o n / switch / second life / new concept / s u s t a i n a bi l i ty / patte rn / g arm ent /

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A clothing line for Swatch

Time Line Fo r m a t : B O O K Dimension : 7.75 x10.5 INCH. Category : PRINT

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TIME LINE

02 Ty p e f a c e : B E R T H O L D A K Z I D E N Z G R O T E S K

Pa p e r : M O A B , E N T R A D A R A G B R I G H T 1 9 0 C AT I O N

Printer : EPSON PHOTO R1800

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TIME LINE

02 Project Title

Switch

Overview

Swatch was founded in 1983 and was introduced with the concept that watches can be casual, fun, and relatively disposable accessories. Knowing that having a disposable product and chic design does not fit with the goal of a company and with a responsibility to the environment. The mission is to extend a new business concept for Swatch to be run in an economically, socially, and environmentally sustainable manner.

Ty p e f a c e : B E R T H O L D A K Z I D E N Z G R O T E S K

A b o u t : A C L O T H I N G L I N E F O R S WAT C H

Designer : LAAN LEE

Course : DESIGN OUTSIDE THE BOX

Instructor : ROLAND YOUNG

Semester : SP09

Concept

My concept of a new direction for Swatch is to provide a complete plan for a clothing line called “Switch.” Switch’s business concept is to offer the customers fashion and quality in an affordable sustainable way by integrating recycling throughout the manufacturing and consumer process. This begins with a pattern made from the shape of a clean-cut line to provide the ultimate opportunity and to give the garment a second life after wearing it. The planning book provides the instructional illustration to demonstrate how to revive old clothes with creation.

Fo r m a t : B O O K

Dimensions : 7.75 x10.5 INCH.

Category : PRINT

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TIME LINE

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TIME LINE

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TIME LINE

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K ey wo rd s : c l i n i c a l d epression / death / suicide / prejudice / u n d e r s t a ndi ng / e mp athy / h elp / monochr ome /

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A book about clinical de pression

Sinking Feeling Fo r m a t : B O O K Dimension : 6 x 9 INCH. Category : PRINT

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SINKING FEELING

03 Ty p e f a c e : V E C T O R A

Pa p e r : S TA P L E S D O U B L E S I D E M AT T E W H I T E C AT I O N

Printer : EPSON PHOTO R1800

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SINKING FEELING

03 Project Title

Depression

Overview

American Health officials claim that 7 percent of people who commit suicide have clinical depression, and 7.5 percent of urban population is diagnosed depressed. Clinical depression has become a serious issue in our society that we can no longer ignore it. Medicines might be able to cure one’s chemical or hormonal balance, however, these people are still in need of the society to offer a hand or additional care to their “disease.” The goal of this project is to draw attention to clinical depression in its various aspects and help more people to understand it.

Ty p e f a c e : V E C T O R A

About : A BOOK ABOUT CLINICAL DEPRESSION

Designer : LAAN LEE

C o u r s e : V I S U A L C O M M U N I C AT I O N S L A B

Instructor : HUNTER WIMMER

Semester : SP07

Concept

The concept of this book is to show the relationship between golden proportion and letterform.

I designed the pages with freehand drawing letters on tracing papers and overlap the golden rectangle underneath the drawings to show the relationship between these two objects. Every page can be torn off from the book easily for the purpose of better assist a closer study of each letter in detail.

Fo r m a t : B O O K

Dimensions : 6 X 9 INCH.

Category : PRINT

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SINKING FEELING

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SINKING FEELING

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SINKING FEELING

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SINKING FEELING

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SINKING FEELING

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K ey wo rd s : o c e a n / co ral ree f / cl assi fi ca t ion / pollut ion / habit at / e x t i n c t i o n / disease / protection /

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An illustration book about corals

Growing Awareness Fo r m a t : B O O K , S L I P C A S E Dimension : BOOK / 5.5 x 7 INCH. SLIPCASE / 5 x 7.75 INCH. Category : PRINT

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G R O W I N G AWA R E N E S S

04 Ty p e f a c e : B E M B O , B E R T H O L D A K Z I D E N Z G R O T E S K

Pa p e r : B E C K E T T C O N C E P T R A D I A N C E 7 0 T E X T C AT I O N

Printer : EPSON PHOTO R1800

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G R O W I N G AWA R E N E S S

04 Project Title

Undersea Treasures

Overview

Coral is an extraordinarily beautiful creature that grows offshore in the ocean. Such a treasure undersea is extremely fragile and is in danger of natural or anthropogenic threats. The book is to help readers getting to know about coral better in order to appreciate its beauty and protect it from extinction.

Ty p e f a c e : B E M B O , B E R T H O L D A K Z I D E N Z G R O T E S K

A b o u t : A N I L L U S T R AT I O N B O O K A B O U T C O R A L S

Designer : LAAN LEE

C o u r s e : TYPOGRAPHY SURVEY 3

Instructor : JENNIFER STERLING

S e m e s t e r : FA 0 8

Concept

Undersea Treasures is a handbook that introduces various corals undersea from their classifications, habitats to the risks they are facing. Present the living corals and information in illustration and graphic instead of photography. Some illustrations and typographic treatments are additional art spreads to cater to the concept “undersea.�

Fo r m a t : B O O K , S L I P C A S E

Dimensions : BOOK / 5.5 x 7 INCH. SLIPCASE / 5 x 7.75 INCH.

Category : PRINT

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G R O W I N G AWA R E N E S S

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G R O W I N G AWA R E N E S S

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G R O W I N G AWA R E N E S S

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G R O W I N G AWA R E N E S S

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K ey wo rd s : p r e s s u r e / limit / humanity / unexpected / negativity / d e s t r u c t i o n / d i scove ry /

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A movie festival for Danny Boyle

Breaking Convention Fo r m a t : B O O K , C D / D V D , P O S T E R , P R O M O T I O N A L P R O D U C T D i m e n s i o n : VA R I O U S C a t e g o r y : P R I N T, PA C K A G I N G , I D E N T I T Y

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BREAKING CONVENTION

05 Ty p e f a c e : H E LV E T I C A N E U E

Pa p e r : H P D O U B L E S I D E , B R O C H U R E & F LY C AT I O N

Printer : EPSON PHOTO R1800

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BREAKING CONVENTION

05 Project Title

The Last Straw

Overview

The mission of this project is to promote a festival of the films of Danny Boyle, named “The Last Straw.” From his first movie, “Shallow Grave,” to “Sunshine,” Danny Boyle keeps bringing us different visual satisfactions and surprises. To fully appreciate his body of work and successes in the film industry, the festival comes with a whole package. This package includes a catalog, brochure, ticket, poster, CD, DVD collection, and promotional products.

Ty p e f a c e : H E LV E T I C A N E U E

A b o u t : A M O V I E F E S T I VA L F O R D A N N Y B O Y L E

Designer : LAAN LEE

C o u r s e : I N T E G R AT E D C O M M U N I C AT I O N

Instructor : HUNTER WIMMER

S e m e s t e r : FA 0 7

Concept

“The Last Straw” implies that people have breaking points when facing enormous difficulties; even the thing that as slight as a straw can destroy them easily. I named the festival to show the precise way that Danny Boyle exposes the negative side of humanity by pushing people to their limits in his films. That is the way that Boyle shows us how precious and how important humanity is.

Fo r m a t : B O O K , C D / D V D , P O S T E R , P R O M O T I O N A L P R O D U C T

D i m e n s i o n s : VA R I O U S

C a t e g o r y : P R I N T, PA C K A G I N G , I D E N T I T Y

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BREAKING CONVENTION

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BREAKING CONVENTION

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BREAKING CONVENTION

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BREAKING CONVENTION

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K ey wo rd s : E s s e n t i a l / reimagine / recycle / reuse / sustainability / r e t h i n k / responsibility / awareness / simplicity /

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P. 083

A project for cellphone redesign

Nature Calls Fo r m a t : B O O K , P O S T E R Dimension : BOOK / 7.25 x 9.25 INCH. POSTER / 17 x 24 INCH. Category : PRINT

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N AT U R E C A L L S

06 Ty p e f a c e : H E LV E T I C A N E U E , E U R O S T I L E , S A M S O N

Pa p e r : H P D O U B L E S I D E , B R O C H U R E & F LY C AT I O N

Printer : EPSON PHOTO R1800

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N AT U R E C A L L S

06 Project Title

Talking Cell

Overview

R3 project stands for Rethink, Reimagine, and Reuse to promote the ideas on sustainable design.

In this project, I reimagined an existing cellphone and put together a book to discuss its life cycle and the process behind its design. This book went beyond just raising awareness about sustainable design; it applied a viable design solution to a new cellphone–thus creating a direct impact on peoples’ lives. The cell phone redesign considers form and function as well as new technology and recyclability of materials.

Ty p e f a c e : H E LV E T I C A N E U E , E U R O S T I L E , S A M S O N

About : A PROJECT FOR CELLPHONE REDESIGN

Designer : LAAN LEE

Course : PRINT3

Instructor :TOM SIEU

Semester : SP08

Concept

The concept of this book is to show the relationship between golden proportion and letterform.

I designed the pages with freehand drawing letters on tracing papers and overlap the golden rectangle underneath the drawings to show the relationship between these two objects. Every page can be torn off from the book easily for the purpose of better assist a closer study of each letter in detail.

Fo r m a t : B O O K , P O S T E R

D i m e n s i o n s : BOOK / 7.25 x 9.25 INCH. POSTER / 17 x 24 INCH.

Category : PRINT

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N AT U R E C A L L S

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N AT U R E C A L L S

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N AT U R E C A L L S

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N AT U R E C A L L S

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N AT U R E C A L L S

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K ey wo rd s : t y p e s e t t i n g / sp ace / e xp e ri ment al / balance /

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P. 092

Fr utiger typeface promotion

Moving Columns Fo r m a t : S L I P C A S E , PA P E R D i m e n s i o n : S L I P C A S E / 9 x 1 1 . 5 I N C H . PA P E R / 8 . 5 x 1 1 I N C H .

C a t e g o r y : P R I N T, PA C K A G I N G

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MOVING COLUMNS

07 Ty p e f a c e : F R U T I G E R

Pa p e r : M O A B , E N T R A D A R A G B R I G H T 1 9 0 C AT I O N

Printer : EPSON PHOTO R1800

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MOVING COLUMNS

07 Project Title

Frutiger Type Study

Overview

This project is the promotion of the font Frutiger, studying its history and usages, then typesetting it in both classical and experimental ways. This was done through the understanding of the perfect balance between letter and space throughout the process of the project.

Ty p e f a c e : F R U T I G E R

A b o u t : F R U T I G E R T Y P E FA C E P R O M O T I O N

Designer : LAAN LEE

C o u r s e : TYPOGRAPHY SURVEY 2

Instructor : JENNIFER STERLING

Semester : SP07

Concept

In order to promote the font, I not only tried to typeset in solid columns to present Frutiger in traditional usages, but also I experimented by setting it in movement or in perspective to show other possibilities of using the font.

Fo r m a t : S L I P C A S E , PA P E R

D i m e n s i o n s : S L I P C A S E / 9 x 1 1 . 5 I N C H . PA P E R / 8 . 5 x 1 1 I N C H .

C a t e g o r y : P R I N T, PA C K A G I N G

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MOVING COLUMNS

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MOVING COLUMNS

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MOVING COLUMNS

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K ey wo rd s : p e r s o n a l / exp e ri e n ce / stru ggle / love / st or y / t hought / t e x t u r e / i magi nati o n /

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A visual jour ney for a romantic relationship

Social Study Fo r m a t : B O O K Dimension : 6 x 8.5 INCH. Category : PRINT

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SOCIAL STUDY

08 Ty p e f a c e : D I D O T

Pa p e r : E P S O N D O U B L E S I D E M AT T E C AT I O N

Printer : EPSON PHOTO R1800

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SOCIAL STUDY

08 Project Title

Apt. 604

Overview

Apt. 604 is a visual journey based on the actual experience of a relationship at a certain time in my life. The book presents issues and difficulties when living with another person who comes from a different family and background, and with different ideas, values, and principles. And the situations can be heated especially in a romantic relationship.

Ty p e f a c e : D I D O T

A b o u t : A V I S U A L J O U R N E Y F O R A R O M A N T I C R E L AT I O N S H I P

Designer : LAAN LEE

C o u r s e : E X P E R I M E N TA L T Y P O G R A P H Y

I n s t r u c t o r : S TA N Z I E N K A

S e m e s t e r : FA 0 7

Concept

My concept of the project is to mimic the life of a relationship from a female perspective through fragmented photo collages. I experimented with textures and photos to form abstract scenes that represent each issue that I encountered and struggled with.

Fo r m a t : B O O K

Dimensions : 6 x 8.5 INCH.

Category : PRINT

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SOCIAL STUDY

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SOCIAL STUDY

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SOCIAL STUDY

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SOCIAL STUDY

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K ey wo rd s : c l a s s i c / modern / history / male / clean / fashion / l i f e s t y l e / i n n o vati o n / e l eg ant / f r esh /

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P. 118

A re-branding plan for Bur ma Shave

New Signs Fo r m a t : B O O K , S L I P C A S E Dimension : BOOK / 6 x 8.75 INCH. SLIPCASE / 6 x 9 INCH. C a t e g o r y : P R I N T, I D E N T I T Y

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NEW SIGNS

09 Ty p e f a c e : U N I V E R S

Pa p e r : H P D O U B L E S I D E , B R O C H U R E & F LY C AT I O N

Printer : EPSON PHOTO R1800

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NEW SIGNS

09 Project Title

Bur ma

Overview

Burma-Shave was a popular American brand of brushless shaving cream back in the 1920’s to the early 1960’s. Though Burma-Shave has given Americans remarkable memories, it has been silent for too long. The mission of this project is to re-brand and re-introduce Burma-Shave to the public by giving it a new identity, brand expression and extension.

Ty p e f a c e : U N I V E R S

A b o u t : A R E - B R A N D I N G P L A N F O R B U R M A S H AV E

Designer : LAAN LEE

C o u r s e : T H E N AT U R E O F I D E N T I T Y

Instructor : HUNTER WIMMER

Semester : SP08

Concept

I rebranded Burma-Shave to Burma, giving a new meaning and new look to a new lifestyle. Burma presents a modern and innovative soul coupled with a classic and elemental spirit. In addition to its professional shaving expertise, Burma also extends its marketing to hair and skin care products.

The concept focuses on modern day activities but still maintains the enduring and elegant elements, aiming at giving customers a more comprehensive and fresh experience.

Fo r m a t : B O O K , S L I P C A S E

Dimensions : BOOK / 6 x 8.75 INCH. SLIPCASE / 6 x 9 INCH.

C a t e g o r y : P R I N T, I D E N T I T Y

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What is thesis?

A graphic design thesis is a compilation of design projects that express one’s aesthetic and critical point of view regarding issues that one is passionate and concern about. The presentation of the viewpoint should draw from- however not limited to- knowledge on the subject, aesthetic theories, and life experience. When building a thesis, one should begin with a general concept, then construct one (or more) hypothesis that can later be evident through extensive research and critical thought process. The end result should manifest who you are as a graphic designer and a critical thinker. And hopefully to show others the changes you are able to make on this subject through your design in the society as a whole.

In Academy of the Arts MFA graphic design program, one should use thesis as a tool to exhibit one’s ability to meet the criterions of articulating the objective, critical thinking, receive criticism constructively, theoretical research, and problem solving. And most important of all, the capability to pay attention to details within time restrains and to accomplish the projects with quality execution.

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K ey wo rd s : l a n g u a g e / learning / Chinese / friendly / happy / g r a p h i c / system / organized / easy / practice / r e c e p t i v i ty / comprehension /

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A friendly method for lear ning Chinese

Tongue Untied Fo r m a t : B O O K Dimension : 7.5 x 10 INCH. C a t e g o r y : P R I N T, I D E N T I T Y

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10 Ty p e f a c e : T I M E S N E W R O M A N , T R A D E G O T H I C , D F H E I

Pa p e r : R E D R I V E R , A U R O R A F I N E A R T N AT U R A L

Printer : EPSON PHOTO R1800

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10 Project Title

Yes ! Chinese

Overview

Yes!Chinese is a comprehensive method aimed at beginning level students for learning Chinese with traditional characters. It takes advantage of the strong relationship between Chinese and vision, and moreover, combines them as these new materials that make learning Chinese a more friendly and interesting process.

Ty p e f a c e : T I M E S N E W R O M A N , T R A D E G O T H I C , D F H E I

A b o u t : A F R I E N D LY M E T H O D F O R L E A R N I N G C H I N E S E

Designer : LAAN LEE

C o u r s e : M FA T H E S I S

Dept.Head : PHIL HAMLETT

Semester : SP08 - SP10

Concept

Visual impression is always an effective way to learn something new. Interesting graphics provide us with colors and shapes that allow us to memorize and comprehend complex things, especially for learning a new skill. Yes Chinese wants to create a user-friendly material for learning Chinese.

Learning a language should be an interesting experience because it is not only about learning a new skill, it is also bringing the learner to a new cultural experience in the learning process. In other words, the learner should gain more than just a new language after using Yes Chinese.

Fo r m a t : B O O K

Dimensions : 7.5 X 10 INCH.

C a t e g o r y : P R I N T, I D E N T I T Y

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The red line under the characters indicates the stop point of an expression or a vocabulary. The hyphen functions the same in pinyin. Users not only can match up the characters and the pinyin easily, but also are able to decipher where and when to break a sentence. The yellow highlights are the parts that come with special notes or important cultural message when using it.

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你 好 3

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謝謝你。 xiè - xie

nǐ

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LAAN LEE // PORTFOLIO

Thank You It would have been impossible for me to get this far without the support of my teachers, family and friends.

Thank you Phil Hamlett, for always inspiring me and always making yourself available to help me. Thank you Mary Scott, for making me a stronger designer. Judy Wu, thank you for supporting me in every aspect of my life and always helping me find both physical and mental energy when I needed it at this crucial moment in my life. Thank you my classmates, who have shared this journey with me and have overcome all of the challenges of this program with me. Thank you Kamilah Dove, Louis Chen, Shi-Wen Wang for all the help, feedback and support whenever I got lost in my work. Thank you Amy Pan, for keeping me company working late nights and sharing all the hardships and happiness with me. Thank you my family for giving me the love and support to allow me to achieve my dream.

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