LILI FANG DESIGN PORTFOLIO
© 2020 Lili Fang Design and Text: Lili Fang
For Shen, Nolan, and Alicia who gave me courage, motivation and hugs when I pursue my dream. Thanks Mom and Dad, for your understanding and support.
ADVEN
Taking risks, trying out new ideas are what wake me up every day and give me endless motivation. Yes, I’m an adventurous designer who dares to try.
TUROUS
CONTENTS
01 GAP CSR Report 4
04 Rebranding: Pike Place Market 44
07 Rebranding BrickFair LEGO Convention 78
02
03
A Social Media Addiction Campaign
Artificial Intelligence, What it Sees and Creates
18
32
05
06
WheeRide Bike Share
Pike Place Market Wayfinding System
54
64
08 The Rabbit Hole 88
Lili Fang
01 GAP CSR Report OBJECTIVE Created a cross-platform (Corporate Social Responsibility) CSR report for Gap Inc. CSR identity,a branding guideline, Branding assets, an icon set, a responsive website, a printed deliverable, web banners and a printed brochure. SOLUTION The identity of the CSR report is developed from Gap’s original logo. There’s an opening on the rectangle, and “GAP” is reaching out, which shows how Gap is putting its efforts outside of its business area, and to create bigger and positive changes to the world. COURSE GR 425: Visual System 2 INSTRUCTOR William Culpepper YEAR OF COMPLETION 2018 KIND OF PROJECT Editorial, Marketing and Advertising, Interaction Design
Project 1 GAP CSR Report
5
Lili Fang
Project 1 GAP CSR Report
7
Lili Fang
Lili Fang
Project 1 GAP CSR Report
11
Lili Fang
Project 1 GAP CSR Report
15
Project 1 GAP CSR Report
17
Lili Fang
02 Social Media Addiction Campaign OBJECTIVE This campaign is to raise awareness of how social media can affect young generations, the most vulnerable user group, and encourage more attention and emotional support for them. SOLUTION Images of vulnerable teenagers were embedded into social media company logos. The contrast of color and the images of the kids being trapped create strong emotional resonance from the audience. Websites, mobile application are designed to help prevent social media addiction, such as tracking social media usage and provide addiction evaluation. COURSE GR 350: Visual Systems 1 INSTRUCTOR Troy Alders YEAR OF COMPLETION 2018 KIND OF PROJECT Marketing and Advertising
Project 1 GAP CSR Report
19
Lili Fang
Project 1 GAP CSR Report
21
Lili Fang
Project 1 GAP CSR Report
23
Lili Fang
Project 1 GAP CSR Report
25
Lili Fang
Project 2 Social Media Addiction Campaign
27
Lili Fang
Project 2 Social Media Addiction Campaign
29
Lili Fang
Lili Fang
03 Artificial Intelligence, What it Sees and Creates OBJECTIVE Artificial Intelligence is a relatively new field to the general public. The goal is to uncover some facts of AI in a visual way, explaining what AI can do and use some images and infographics to provide more insights of this thriving industry. SOLUTION Both accurate and abstract visuals were used to explain the topic. Infographics and illustrations were used to explain data processing aspect of AI. Typography and abstractive photography were used to demonstrate the cognition and creation process of AI. COURSE GR 330: Typography 3: Complex Hierarchy INSTRUCTOR William Culpepper YEAR OF COMPLETION 2017 KIND OF PROJECT Editorial Design, Interaction Design
Project 1 GAP CSR Report
33
Lili Fang
Project 1 GAP CSR Report
35
Lili Fang
Project 1 GAP CSR Report
37
Lili Fang
Project 3 Artificial Intelligence, What it Sees and Creates
39
Lili Fang
Project 3 Artificial Intelligence, What it Sees and Creates
41
Lili Fang
Project 3 Artificial Intelligence, What it Sees and Creates
43
Lili Fang
04 Rebranding: Pike Place Market OBJECTIVE As a historic marketplace that evolves and has become a very lively community, Pike Place Market needs a brand that can visibly represent it. It’s important to have a design that correlates with the complexity of business forms at the market and enhances overall customer experience. SOLUTION Rachel the Piggy Bank is the mascot of Pike Place Market. A rustic stroke texture is applied to the pig symbol to show the natural, historic and artistic feature of the market. The typeface is Futura. The contrast of the rustic background the type shows it is a place where history meets modern development. COURSE GR 324: Branding Principles INSTRUCTOR William Culpepper YEAR OF COMPLETION 2017 KIND OF PROJECT Marketing and Advertising, Editorial, Package Design
Project 1 GAP CSR Report
45
Lili Fang
Project 4 Rebranding: Pike Place Market
47
Lili Fang
Project 1 GAP CSR Report
49
Project 4 Rebranding: Pike Place Market
51
Lili Fang
Project 4 Rebranding: Pike Place Market
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Lili Fang
05 WheeRide Bike Share OBJECTIVE To design the identity for a mobile web services start-up company. I came up with the idea of a bike share business named WheeRide that answer the needs of every family member, from adult bike to child bike carrier, trailer, etc. as well as helmet. A service that makes the safe, fun and low-cost activity accessible for anyone in the family anywhere. SOLUTION The name of the brand indicates the service the business provides as well as the joy it brings to users. Vibrant and inviting colors are used to attract users and can be easily spotted in the environment for better user experience. The logotype has an elongated stroke of letter R to create a playful motion. COURSE GR 365: Strategies for Branding INSTRUCTOR Timothy Jones YEAR OF COMPLETION 2018 KIND OF PROJECT Branding, Interaction Design
Project 1 GAP CSR Report
55
Lili Fang
Project 6 WheeRide Bike Share
57
Lili Fang
HOW IT WORKS
FIND A BIKE
SAFETY
CONTACT
DOWNLOAD APP
vibrant
UNLOCK HAPPINESS!
SAFE RIDE
Riding a WheeRide should be an awesome experience, both for your family and for the community. To make sure that happens, we’ve made safety our top priority.
We provide helmets of all sizes at every station
5-point harnesses on bike seats for young riders
We regularly check our bikes to ensure safe rides
FIND OUT MORE
HOW TO WEERIDE 1. Download the WheeRide app 2. Find nearby Bike Station 3. Scan the QR code to unlock and enjoy 4. Return the bike to Station DOWNLOAD APP
WHAT TO RIDE 1. Adult Bikes 2. Kids Bikes of all sizes 3. Scooters 4. Bike Trailers
FIND OUT MORE
Follow Us
Help How to ride WheeRide User Agreement Privacy
Project 6 WheeRide Bike Share
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Lili Fang
Project 1 GAP CSR Report
61
Lili Fang
Project 1 GAP CSR Report
63
Lili Fang
06 Pike Place Market Wayfinding System OBJECTIVE Develop a visual system that complements and honors the space and create a wayfinding system of environmental graphics that would prevent visitors from becoming lost or confused at Pike Place Market where people are known to get lost. SOLUTION Use hand-drawn sketches to create a wayfinding system that complements the eclectic, intricate and festive visual feature of the market. Color-code system is used to assist users in the wayfinding process. COURSE GR 429: Information Design INSTRUCTOR Hannah Coward YEAR OF COMPLETION 2019 KIND OF PROJECT Information Design, User Experience Design
Project 1 GAP CSR Report
65
Lili Fang
Project 7 Pike Place Market Wayfinding System
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Lili Fang
Project 1 GAP CSR Report
69
Lili Fang
Project 7 Pike Place Market Wayfinding System
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Lili Fang
Project 1 GAP CSR Report
73
Lili Fang
Lili Fang
Project 7 Pike Place Market Wayfinding System
77
Lili Fang
07 Rebranding BrickFair LEGO Convention OBJECTIVE To create the complete print and digital branding, marketing and promotions of the off-the-beaten-path convention, BrickFair. A complete printed visitor guide, event website, social media promotion and unique giveaways need to be designed for a unique visitor experience. SOLUTION I created the identity of this convention that is both fun and speaks for the theme, by combining the form of a LEGO brick and letter B. The whole visual system was inspired by the LEGO product. Blueprint images were used throughout the system to represent accuracy of the bricks and how LEGO encourages creativity. COURSE GR 327: Graphic Design 2: Integrating Principles INSTRUCTOR David Spears YEAR OF COMPLETION 2017 KIND OF PROJECT Branding, Editorial, Information Design
Project 1 GAP CSR Report
79
Lili Fang
Project 8 Rebranding BrickFair LEGO Convention
81
Lili Fang
Lili Fang
Project 8 Rebranding BrickFair LEGO Convention
85
Lili Fang
Project 8 Rebranding BrickFair LEGO Convention
87
Lili Fang
08 The Rabbit Hole OBJECTIVE To create an environmental game to lead people, especially young designers, get outdoor, explore around, looking for inspirations or simply taking a break, with a series of small, medium and large interactive deliverables. The project offers collections of adventurous and inspirational experiences with themes tailored to the needs of each user. SOLUTION The Rabbit hole is a metaphor for something that transports someone into a wonderfully surreal state or situation, and so is the idea of the branding of this game. Vibrant colors, interesting visuals were used for a cohesive visual system cross-platform to create a unique and inspirational scavenger hunt experience. COURSE GR 360: Graphic Design 3: Nature of Interaction INSTRUCTOR Samatha Perkins YEAR OF COMPLETION 2018 KIND OF PROJECT Interaction Design, Branding, Marketing and Advertising
Project 1 GAP CSR Report
89
Lili Fang
Project 9 The Rabbit Hole
91
Lili Fang
Project 9 The Rabbit Hole
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Lili Fang
Project 9 The Rabbit Hole
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Lili Fang
Project 9 The Rabbit Hole
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Lili Fang
Project 9 The Rabbit Hole
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