This book is dedicated to my mom, dad, and sister. Thank you for everything.
This book is called Aura because everything gives off an expression, and it is the designer's job to tap into this essence of a project and communicate it as a visual concept. This is behind my strong passion for each task and my personal approach to design. Within each project is an aura made up of a particular set of distinctive styles. Each begins with a unique process, and a meticulous focus on crafting a strong narrative and conceptual groundwork. I strive to clarify purpose, build meaning, and stir up curiosity in each design. My passion is to explore the relationship between art and design with a fresh and innovative approach spanning illustration and typography. I believe that good design is a result of knowledge, creativity and uncompromising craftsmanship.
/ Aura
/ Selected Works of Lisa Wu Wu
Copyright @ 2019 Lisa Wu Wu All right reserved. No part of this publication may be reproduced without the expressed permission from the copyright holder stated above.
06
Ch. 01 02 03 04 05 06 07 08 09 10
/ Vegan Kitchen
Eat food, mostly plants. —Michael Pollan //
008
Vegan Kitchen
Enjoy a pleasure and share that joy. //
022
Amici
Explore art, fill your mind. //
034
ArtSee
Give your kitchen a present. //
046
The Spice Lab
Fly to new heights. //
060
Cathay Pacific Airways
Love with many colors. //
084
DĂźfa Paint
Show your green thumb. //
098
PlantART
Use a tool that sings quality. //
114
Yamaha
Listen to our story. //
124
Women Sound Off
Live a singular life. //
148
Solos
07
/ Aura
/ Selected Works of Lisa Wu Wu
008
Ch. 01 02 03 04 05 06 07 08 09 10
/ Vegan Kitchen
Eat food, mostly plants. —Michael Pollan
“We never really perceive what color is physically.” —Josef Albers
009
/ Aura
/ Selected Works of Lisa Wu Wu
/10
01
Project / Vegan Kitchen
[ Course ] Typography 3
[ Semester ] Spring 2018
[ Instructor ] Ariel Grey
[ Keywords ] Educational / Simple / Organizational
[ Typefaces ] Serifa Std Chronicle Display Avenir
[ Palette ]
[ Category ] Print Design
Objective // Design a 64-page book with a focus on typography and exploring food. The project is about designing a non-traditional conceptual cookbook experimenting with typography. The goal was to push the boundaries of typography further, create layouts that relate to the chosen topic and focus on the use of typeface. Concept // For this book, I wanted to create a vegan cookbook for urban people. It is designed to educate people who want to know how to eat healthily and set up a variety of meal plans intelligently. The book uses minimal design to accompany the visual presentation of the ideas. The typographic palette, which includes slab serif, serif, and sans serif fonts, is based on a clean and harmonious style. Serifa Std and Avenir are the main typefaces to create a neutral, humanistic feel that have a contemporary character.
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/ Vegan Kitchen
011
/ Aura
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012
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/ Vegan Kitchen
013
/ Aura
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/ Vegan Kitchen
015
/ Aura
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016
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/ Vegan Kitchen
017
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018
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020
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/ Vegan Kitchen
021
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022
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/ Amici
Enjoy a pleasure and share that joy.
“Letters are things, not pictures of things.” —Eric Gill
023
/ Aura
/ Selected Works of Lisa Wu Wu
/10
02
Project / Amici
[ Course ] Package Design 3
[ Semester ] Fall 2018
[ Instructor ] Thomas McNulty
[ Keywords ] Elegant / Charismatic / Distinctive
[ Typefaces ] Playfair Display Calibri Mrs Eaves Sentinel
[ Palette ]
[ Category ] Package Design
Objective // Revisit the Aimic winery and create a new packaging brand that appeals to wine lovers across various demographics. Make the brand unique and positioned well in the marketplace. Concept // Amici in Italian means friends, so the mission of the brand is to have a wine created by friends for friends. The wine brand design is inspired by Alvin Lustig who was an American graphic designer. The wine’s design reflects the elegant, pure, and authentic nature of the products. The packaging created a warm and expressive identity, combining abstract shapes with the thin lines of elegant typography and a clean color background. A highly recognizable characteristic of this design is the color palette. The range of different shades of red, yellow, and blue gives an earthy feeling to the brand.
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/ Amici
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/ Aura
/ Selected Works of Lisa Wu Wu
026
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/ Amici
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/ Aura
/ Selected Works of Lisa Wu Wu
AMICI
2 015
Cabernet Sauvignon N A P A
028
V A L L E Y
Ch. 01 02 03 04 05 06 07 08 09 10
/ Amici
029
/ Aura
/ Selected Works of Lisa Wu Wu
OUR STORY
AMICI
'  � � (" " ) 2015 Amici Napa Valley Chardonnay. Called “one of the great Grand Cru Chardonnay sites in California� by Robert Parker, the Napa Valley sits upon a ridgetop along the rocky Sonoma County coastline.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS.
PRODUCED AND BOTTLED BY AMICI CELLARS, CALISTOGA, CA 707-967-9560 www.amicicellars.com
2 015
Chardonnay N A P A
750 ML BY VOL
030
V A L L E Y
14.6% ALC/VOL
Ch. 01 02 03 04 05 06 07 08 09 10
0 673534 342749
/ Amici
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032
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/ Amici
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034
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/ ArtSee
Explore art, fill your mind.
“Design is intelligence made visible.” —Alina Wheeler
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/10
03
Project / ArtSee
[ Course ] Graphic Design 3
[ Semester ] Fall 2018
[ Instructor ] Cody Maemori
[ Keywords ] Customized / Convenient / Immersive
[ Typefaces ] Whitney Tisa OT
[ Palette ]
[ Category ] Application Design
Objective // Design a mobile application for art enthusiasts who miss an exhibition, but they still want the opportunity to explore the museum. Concept // ArtSee offers a virtual tour of any museum and provides information with tailored staff suggestions. The visual style is clear, strong, and recognizable. The typographic choice mainly uses sans serif typeface to embody minimal styles. The name of the application has an appropriate yet simple meaning. The color palette used soft and neutral tones that coexist harmoniously with the fonts and are consistent of each artwork piece.
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/ ArtSee
037
/ Aura
/ Selected Works of Lisa Wu Wu
038
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/ ArtSee
039
/ Aura
/ Selected Works of Lisa Wu Wu
ArtSee ArtSee
040
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/ ArtSee
041
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/ Selected Works of Lisa Wu Wu
042
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/ ArtSee
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/ Selected Works of Lisa Wu Wu
044
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/ ArtSee
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/ Selected Works of Lisa Wu Wu
046
Ch. 01 02 03 04 05 06 07 08 09 10
/ The Spice Lab
Give your kitchen a present.
“Every great design begins with an even better story.” —Lorinda Mamo
047
/ Aura
/ Selected Works of Lisa Wu Wu
/10
04
Project / The Spice Lab
[ Course ] Package Design 1
[ Semester ] Fall 2017
[ Instructor ] Amanda Day
[ Keywords ] Reliable / Contemporary / Charming
[ Typefaces ] Adobe Garamond Pro / Serifa Std / Univers LT Std
[ Palette ]
[ Category ] Package Design
Objective // Redesign a spice brand and a set of 5 items appealing to cooking enthusiasts across various demographics. The packaging lines have disparate products to show label application variations. Concept // My inspiration came from the kitchen and dishes. I want to use different pattern to present the joy of cooking lifestyles. The slim, clean-cut, sans serif font I used for the logo is an ideal fit for the brand’s name, showing both elegance and strength. The packaging finds its voice through a series of lines and shapes of the featured ingredient, achieving balance with the airy typography setting. I assigned at least five different bright colors to identify this brand with feelings of satisfaction and happiness. Consumers who use this brand are prone to feel energetic and delightful.
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/ The Spice Lab
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/ Aura
/ Selected Works of Lisa Wu Wu
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/ The Spice Lab
051
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Ch. 01 01 02 0203030404 0505 06 06 07 07 08 09 08 10 09 10
/ /The TheSpice Spice Lab Lab
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/ The Spice Lab
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/ The Spice Lab
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/ The Spice Lab
059
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060
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/ Cathay Pacific Airways
Fly to new heights.
“Perhaps home, like the moon, will follow wherever she goes.” —Chloe Benjamin
061
/ Aura
/ Selected Works of Lisa Wu Wu
/10
05
Project / Cathay Pacific Airways
[ Course ] Strategies for Branding
[ Semester ] Summer 2018
[ Instructor ] Thomas McNulty
[ Keywords ] Trustworthy / Recognizable / Reassured
[ Typefaces ] Akkurat Circular
[ Palette ]
[ Category ] Branding Design
Objective // Redesign an identity system for one of the airline companies, and build a style main guide book and several promotional items. The objective is to achieve the transformation without losing touch with the concept of the brand. Concept // I have changed the overall feel of the previous logo and changed the rhythm of the curve lines. I have also changed sans serif for the wordmark to improve readability. The abstract letter shape of c and p make the symbol also look like a wave in the water. It is important to keep the logo simple and keep a fresh and clean design. The cover design takes its inspiration from the term “wave�. The key colours are grey-green, taken from the colors of the original logo. The identity book carries an honest and unadorned look of a business book, while being approachable at the same time.
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/ Cathay Pacific Airways
063
always be produced in color, so black and white reproduction would only be acceptable in the following cases. / Aura
/ Selected Works of Lisa Wu Wu
CATHAY PACIFIC
1. When used on a white or light color background, the signature is designated with 100% black. 2. When used on dark color or photographic backgrounds, full reserved out versions of the signature must be used.
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CATHAY PACIFIC ATHAY PA IFI
CATHAY PACIFIC
CATHAY PACIFIC
/ Cathay Pacific Airways
CATHAY PACIFIC CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC
CATHAY PACIFIC 065
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/ Cathay Pacific Airways
067
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068
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/ Cathay Pacific Airways
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/ Cathay Pacific Airways
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CATHAY PACIFIC
ECONOMY CLASS
NAME Erik Juhl
FLIGHT
GATE
4
36B
BOARD
DEPARTURE
12:15
A3
HKG – Hong Kong
TO
SEAT
GROUP
CX719
NAME Erik Juhl
DATE 08 Oct. 18
SFO – San Francisco
FROM
ECONOMY
FROM
SFO – San Francisco
TO
HKG – Hong Kong
FLIGHT
GATE
CATHAY PACIFIC NAME Hoe John FROM FLIGHT
GATE
A3
DEPARTURE
GROUP
12:15
TO
NAME Hoe John
LGA – New York
SEAT
5C DEPARTURE
E-TICKET: 09349086714432
Ch. 01 02 03 04 05 06 07 08 09 10
DATE 11 Nov. 18
FROM
LAX – Los Angeles
TO
LGA – New York
FLIGHT
13:00
Please be at the boarding gate AT LEAST 15 minutes before departure. Otherwise, you may not be accepted for travel.
13:00
BUSINESS
GROUP
CX719
1
GATE
BOARD
A3
074
BOARD
E-TICKET: 03389086785467
DATE 11 Nov. 18
1
BOARD
36B
BUSINESS CLASS
LAX – Los Angeles
CX719
4
12:15
A3
Please be at the boarding gate AT LEAST 15 minutes before departure. Otherwise, you may not be accepted for travel.
SEAT
GROUP
CX719
13:00
DATE 08 Oct. 18
12:15
SEAT
5C DEPARTURE
13:00
/ Cathay Pacific Airways
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/ Cathay Pacific Airways
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/ Cathay Pacific Airways
081
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/ Cathay Pacific Airways
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084
Ch. 01 02 03 04 05 06 07 08 09 10
/ Düfa Paint
Love with many colors.
“The function of design is letting design function.” —Micha Commeren
085
/ Aura
/ Selected Works of Lisa Wu Wu
/10
06
Project / DĂźfa Paint
[ Course ] Package Design 2
[ Semester ] Spring 2018
[ Instructor ] Thomas McNulty
[ Keywords ] Functional / Friendly / Innovative
[ Typefaces ] TradeGothic LT Serifa Std
[ Palette ]
[ Category ] Package Design
Objective // Create a new series of packages brand for DĂźfa powder paint and make the brand unique and trustful at the market. In designing the powder paint line, I will develop the proper graphics and specifications needed to develop the design as a 3D prototype model for presentation. Concept // By using simple illustration and cheerful clean typefaces, I created a functional and aesthetically pleasing packaging that appeals to its target. My main focus with the brand was to create a visually compelling and dynamics identity, while retaining a rustic and pleasant vibe. To achieve this I created a minimalist icon bases on the original icon to pair with an organic color palette that mimics the materials used in its construction processes.
086
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/ Düfa Paint
087
/ Aura
/ Selected Works of Lisa Wu Wu
STUDENT:
ASSIGNMENT:
PLACE YOUR NAME
PLACE THE COMPANY NAME HERE // PHASE I.0
Janedoe@hotmail.com
088
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/ Düfa Paint
CLASS SECTION:
INSTRUCTOR:
DATE:
GR327_GRAPHIC DESIGN 2
THOMAS MCNULTY
APRIL 12, 2018
PAGE:
3
089
/ Aura
/ Selected Works of Lisa Wu Wu
090
Ch. 01 01 02 0203030404 0505 06 06 07 07 08 09 08 10 09 10
/ /Düfa DüfaPaint Paint
091
/ Aura
092
/ Selected Works of Lisa Wu Wu
Düfa
DÜFA
düfa
düfa
Ch. 01 02 03 04 05 06 07 08 09 10
DÜFA
/ /Düfa DüfaPaint Paint
093 93
/ Aura
/ Selected Works of Lisa Wu Wu
094
Ch. 01 02 03 04 05 06 07 08 09 10
/ Düfa Paint
ZERO VOC | NON-TOXIC | ECO-FRIENDLY ZERO VOC | NON-TOXIC | ECO-FRIENDLY 100% natural 100% natural with no VOC with no VOC
Made in Made in Germany Germany
düfa düfa
LATEX POWDERED MIX LATEX POWDERED MIX
INTERIOR PAINT INTERIOR PAINT DF–3386 | Straw| Straw YellowYellow DF–3386 Makes up to 1 up Gallon Makes to 1 Gallon
Gloves
Interior Gloves
WaterproofWaterproof Brushes Brushes Paint Roller Interior Paint Roller
DF–3386DF–3386 | STRAW|YELLOW STRAW YELLOW TYPE: POWDER TYPE: POWDER CONTURYCONTURY / REGION /OF REGION OF POUR GERMANYGERMANY POURMANUFACTURER: MANUFACTURER: POWDER POWDER Solvent-based, seals and seals refreshes, Solvent-based, and refreshes, prevents greying, water repellent preventsincreases greying, increases water repellent capability,capability, non-drip, block resistant non-drip, blockand resistant and durability.durability. UV block for prot n,UV prot n, UV extreme block forUV extreme extremely extremely weatherproof weatherproof and water and repellent.Durable, all purpose, water repellent.Durable, all purpose, synthetic resin-based, professional synthetic resin-based, professional ADD ADD high quality matt colour varnish forvarnish a decorhigh quality matt colour for a decorWATER WATERativeand protective finish for virtually ativeand protective finish forallvirtually all interior surfaces. interior surfaces.
MIX MIX 3 9 0 0 8 232 9 0 01832121 3 2 1 3 1 1 3 2 TOGETHER TOGETHER
ZERO VOC | NON-TOXIC | ECO-FRIENDLY ZERO VOC | NON-TOXIC | ECO-FRIENDLY 100% natural 100% natural with no VOC with no VOC
düfa düfa
Made in Made in Germany Germany
LATEX POWDERED MIX LATEX POWDERED MIX
EXTERIOR PAINT EXTERIOR PAINT DF–3674 | Geyser Blue Blue DF–3674 | Geyser Makes up to 0.25 Gallon Makes up to 0.25 Gallon
095 Gloves
Exterior Exterior WaterproofWaterproof Brushes Brushes Paint Roller Gloves Paint Roller
/ Aura
/ Selected Works of Lisa Wu Wu
096
Ch. 01 02 03 04 05 06 07 08 09 10
/ Düfa Paint
BRUSH CARE Step 1: Rinse brush with warm water.
düfa
Step 2: Shake brush in an upward/ downward motion to remove most of the moisture. Step 3: Hang brush, bristles downwards and store in a dry place.
1.5 in
BRUSH CARE Step 1: Rinse brush with warm water.
düfa 2 in
Step 2: Shake brush in an upward/ downward motion to remove most of the moisture. Step 3: Hang brush, bristles downwards and store in a dry place.
097
/ Aura
/ Selected Works of Lisa Wu Wu
098
Ch. 01 02 03 04 05 06 07 08 09 10
/ PlantART
Show your green thumb.
“Creativity is nothing but a mind set free.” —Torrie T. Asai
099
/ Aura
/ Selected Works of Lisa Wu Wu
/10
07
Project / PlantART
[ Course ] Graphic Design 2
[ Semester ] Spring 2018
[ Instructor ] David Hake
[ Keywords ] Elegant / Enjoyable / Playful
[ Typefaces ] AkzidenzGrotesk Next Chronicle Display
[ Palette ]
[ Category ] Branding Design
Objective // Create a fictional company then create a public event that it will sponsor. Develop branding materials for the company and for the event. The deliverables must precise placement of a new graphic identifier along with a supporting design system, including typography, colors, and graphics. Concept // PlantArt is an event sponsored by Plantiful to encourage people to take photos of their plants. The logo for this event is kept clean and unadorned. To complement the curated brands and personalities rather than obstructing them. The resulting visual language seeks to convey a feeling of transparency and frankness, creating a confident and refined aesthetic that represents the identity of Plantiful. To complete this high-end branding, I came up with a color scheme rich in yellow, violet, green, pink and brown accentuated with illustration details Stationery, business cards and a website proposal were also created for the brand.
100
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/ PlantART
101
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102
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/ /PlantART PlantArt
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PlantART
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/ PlantART
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/ PlantART
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/ Selected Works of Lisa Wu Wu
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/ PlantART
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/ Selected Works of Lisa Wu Wu
110
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/ PlantART
111
/ Aura
/ Selected Works of Lisa Wu Wu
112
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/ PlantART
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/ Aura
/ Selected Works of Lisa Wu Wu
114
Ch. 01 02 03 04 05 06 07 08 09 10
/ Yamaha
Use a tool that sings quality.
“Practice safe design. Use a concept.” —Petrula Vrontikis
115
/ Aura
/ Selected Works of Lisa Wu Wu
/10
08
Project / Yamaha
[ Course ] Package Design 3
[ Semester ] Fall 2018
[ Instructor ] Thomas McNulty
[ Keywords ]
[ Typefaces ] Whitney Formula Futura Circular
Inventive / Passionate / Concise
[ Palette ]
[ Category ] Package Design
Objective // Design a set of power tool packaging structures for an existing brand extension and promotion materials. Extend new possibilities for the brand while still focusing on its original core equity. Concept // The resulting overall design connects with and personifies the brand Yamaha. The visual identity compliments the space and spirit of the Yamaha brand. I created a modular packaging system and an elegant branding scheme with a refined logotype and color palette. Gray, which is the main color of this packaging embodies the products. I expect people to experience the Yamaha brand story when they are opening the packaging. From a logo on the box to an image on the front panel, people will feel the premium quality of Yamaha products.
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/ Yamaha
117
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/ Yamaha
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Ch. 01 01 02 0203030404 0505 06 06 07 07 08 09 08 10 09 10
Protective bumpers are engineered for increased durability
2.1 amp USB charger for all portable electronic devices
Š Yamaha Corporation of America and Yamaha Corporation. All rights reserved. Dist. by Yamaha Corporation of America, LLC. MADE IN JAPAN 6600 Orangethorpe Ave. www.yamaha.com Buena Park, CA 90620 Telephone: 800-854-1569
9
6419035
63123
5000 Series
Passion & Performance Versatile, Reliable, Powerful.
5000 Series
20-Volt MAX Lithium-Ion Cordless Brushless Radio NET WT 9 LB
5000 Series
Passion & Performance Versatile, Reliable, Powerful.
20-Volt MAX Lithium-Ion Cordless Brushless Radio
Integrated handles allow for easy transport and storage
technology, craftsmanship, and customer oriented services. These products and services under the brand name of Yamaha are highly regarded by a large number of professionals, institutions, business people within the related industries, and consumers. A harmony of materials.
Heavy-duty roll cage design protects digital audio devices from job site debris and damage
Product Overview
Yamaha has endeavored to produce products and services that satisfy the diverse needs and desires of people worldwide. Its products and services are recognized the world over for superior The true nature of an object has nothing to do with how "authentic" or "genuine" it appearsquality in acoustics, design,
20-Volt MAX Lithium-Ion Cordless Brushless Radio
5000 Series
Digital Display Custom EQ Backlit LCD
Heavy-duty roll cage design protects digital audio devices from job site debris and damage
/ Yamaha
121
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122
Ch. 01 02 03 04 05 06 07 08 09 10
/ Yamaha
123
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124
Ch. 01 02 03 04 05 06 07 08 09 10
/ Women Sound Off
Listen to our story.
“Make it simple, but significant.” — Don Draper
125
/ Aura
/ Selected Works of Lisa Wu Wu
/10
09
Project / Women Sound Off
[ Course ] Visual System 2
[ Semester ] Spring 2019
[ Instructor ] Tom Sieu
[ Keywords ] Emotional / Influential / Confident
[ Typefaces ] Duke Fill GT America Mono
[ Palette ]
[ Category ] Branding Design
[ Teammate ] Yeji Kim
Objective // Design a visual and powerful identity system that reflects and communicates the spirit of groups, companies, and individuals. Present the chosen branding and unique selling proposition in different carriers including their website, brand identities and social media. Concept // ‘Women Sound Off’ is a community of creative women building alliance through entrepreneurship & sisterhood. It is a platform celebrating creative women from all industries and walks of life. We created an integral, clean-cut brand system, with identities, a website and marketing materials. The bubble icon is an unequivocal representation of the brand’s effectiveness in empowering, educating, and connecting women throughout their own voice. It means WSO is trustworthy, it’s always there. We completed the brand system with a warm and friendly color palette with a distinctive color choice of pink, green, and yellow hues.
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/ Women Sound Off
127
/ Aura
/ Selected Works of Lisa Wu Wu
Logo Variations B/W
128
Ch. 01 02 03 04 05 06 07 08 09 10
Logo Variation B/W Visual System 2 Logo
ed by Wu (04375578) m (04413146)
/ Women Sound Off
GR425 01
Visual System 2 Tom Sieu Rebranding Project
Logo
Logo Variation B/W
Logo Presented On Mar 12 2019
ed by Wu (04375578) m (04413146)
Presented On Mar 12 2019
GR425 01 Logo
Visual System 2 Tom Sieu Rebranding Project
Logo
Logo Variation B/W
Presented by Lisa Wu Wu (04375578) Ye Ji Kim (04413146)
2019 OAKLAND
Presented On Mar 12 2019
M
EN
OF
O
F
Presented by Lisa Wu Wu (04375578) Ye Ji Kim (04413146) W
n B/W
Ye (04413146) YeJiJiKim Kim (04413146)
LogoVariation Variation B/W B/W Logo
ed by Wu (04375578) m (04413146)
System 2 eu ding Project
Presented Presented On Presented byby Logo Variation B/W Logo Variation Presented B/W Mar 12 Lisa (04375578) Mar2019 12 20 LisaWu WuWu Wu (04375578)
Logo
Visual System 2
TomSieu Sieu Tom RebrandingProject Project Rebranding Presented On Mar 12 2019
SO U N
D
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/ Women Sound Off
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/ Women Sound Off
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/ Women Sound Off
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/ Women Sound Off
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Live a singular life.
“Our lives reflect our hearts.” — Shelby Mahurin
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Project / Solos
[ Course ] Package Design 4
[ Semester ] Spring 2019
[ Instructor ] Thomas McNulty
[ Keywords ]
[ Typefaces ] Futura Avenir Georgia Meno Display Azo Sans Purista GT Pressura Pro Circular
[ Category ] Package Design
Premium / Cozy / Independent
[ Palette ]
[ Teammates ] Joanne Lin Vinnesa Seviani Yoonah Lee Kyungkue Lee
Objective // Work as a group to create an entirely new retail brand image and extensive product line. Think about what the store will offer in terms of selection and product choices. Develop a primary parent brand and several support sub-brands that will offer different price points and a selection of merchandise. Concept // We created branding and packaging solutions for a new brand called Solos. We developed the main subbrand categories and focused on our brand mission value: independence, zero waste, healthy motivation, and convenient living.
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Store Brand
Mission // Our product brand mission is to provide single people a better quality of life.
About // There is now a growing recognition and acceptance that many people live alone by choice. Today, having a place of one’s own is a mark of success.
Concept //
Hardware
The idea of "grid" is inspired by features of hardware, such as wiring and electrical materials. There is a grid pattern that differentiates each hardware item.
Concept //
Kitchen and Dining
"Dinette" was inspired by two meanings of the word, a small place for eating and the set of matching furniture that fits such a space. This was realized through icons and patterns.
Concept //
Fitness
The idea of "PEAK" is inspired by features of the high point and summit of an activity. One way this was manifested was through the use of bright colors and bold type.
Concept //
Single Serve Food
The idea of "ounce" is inspired by features of the measurement of food and liquid. The design uses a clean and elegant visual language.
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Our Story // We found that among the people living alone in the US, 18 million are women and 14 million are men. We provided people with premium products that we have hand– selected to meet their needs. We picked Chelsea, NYC, which is a diverse neighborhood with a rich history
and a mix of industrial landmarks and new structures. Chelsea is a westside hub for art & culture. We found that people 25–44 years old have the highest average income in Chelsea.
Target Audience // -Ranges from 25 to 40 years old -Lives alone -Earns an average salary above $90,000 -Pays a premium for more privileges
Product Lines //
Keywords //
Tools, home security cameras, home assistant devices
Durable / Functional / Compatible
Product Lines //
Keywords //
Kitchen utensils, small appliances, food containers
Comfortable / Efficient / Harmony
Product Lines //
Keywords //
Indoor and outdoor sporting goods and accessories
Balanced / Connected / Energetic
Product Lines //
Keywords //
A variety of single-serve food options
Handy / Assembled / Approachable
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Special Thanks //
I would like to express my deepest gratitude to my family, instructors, and friends for challenging and supporting me during these past four years at the Academy of Art University. To my family // To my loving parents, Mom and Dad, my sister Yohana, Grandma, Grandpa, who have always supported me and given me unconditional love. To my friends // To Amy Leung, Joyce Lee, Chen Jie, Juna Wang, Lily Ng, Katrina Cheng, Lily Xu, Camille Xu, Joanna Ma, Lam Liang, Angela Liu, Tian Huang, Daisy Zhang, who have always inspired me and helped me overcome any challenge and find success. To my instructors // Mary Scott, Thomas McNulty, Ariel Grey, David Hake, Cody Maemori, Amanda Day, Tom Sieu, Bob Slote, Joseph Szymanski and Frank Pietronigro
Title //
Aura
Contact //
Lisa Wu Wu lisa.wuwuw@gmail.com 253.571.8800 lisawdesigner.com
School //
Academy of Art University School of Graphic Design & Digital Media 79 New Montgomery Street San Francisco, CA 94105
Instructor //
Mary Scott Fall 2019 Senior Portfolio
Printing //
Graphic Imagery 396 Forbes Blvd, South San Francisco, CA 94080
Binding //
The Key Printing and Binding 1934 Park Blvd, Oakland, CA 94606
Text Stock //
Mohawk​ Superfine Eggshell
Cover Stock //
CM Arrestox B
Typography //
Neue Haas Grotesk Chronicle Display
Software //
Indesign Illustrator Photoshop Lightroom
Photography //
Monica Tsai Elliott Alexander
Stock Photos //
Unsplash.com Pixabay.com Burst.com Pexels.com