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2007 - 2010 Academy of Art University, San Francisco
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A prudent question is one-half of wisdom. francis bacon
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00/ about 01/ green space 02/ yellow taxi 03/ levis 04/ free events 05/ paraphrase 06/ abc home 07/ lumiere 08/ mini cooper
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how do buildings improve ouR quality of life?
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HOW CAN a TAXzI BE MORE MEMORABLE?
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IF LEVIS’ WERE A LAMP, HOW WOULD IT LOOK LIKE?
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HOW MANY FREE EVENTS ARE THERE IN SAN FRANCISCO?
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WHAT IF WE CAN SPEAK ALL THE LANGUAGES IN THE WORLD?
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HOW CAN WE GET FAMILIES TO SPEND MORE TIME TOGETHER?
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HOW DO YOU TURN CASH INTO GOLD?
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WHAT IF HELPING PUT PEOPLE IS FUN TO DO?
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Good solutions come from asking good questions. My approach to design starts by thorough investigation about the subject and then create a compelling story that speaks to the audience. By asking questions, one gains deeper understanding and new insights about the subject matter. Asking questions is also a way for me to challenge my own and people’s assumptions and perceptions. When I don’t ask enough questions, it is very easy to jump to wrong conclusions. Wrong conclusions lead to generic design solutions.
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01/ How do buildings improve our quality of life? Located at 90 Seventh Street, the eighteen-story-tall San Francisco Federal Building is a model for sustainable architecture. The building is beneficial to the society by providing sun-filled plaza and an informal gathering space, called the Sky Garden, on the 11th floor of the building. It also enchances the health of its occupants by using only low or zero low-toxicity building materials and having “skip-stop� elevators that stop at every third floor of the building, encouraging the tenants to use the stairs to get to their office. _Design challenge
Design an architectural magazine. Choose an appropriate title and design direction for the magazine. _Design direction
The magazine is simple and has a lot of white space which describes the building in general. Experimental type and image treatments reflect the innovative quality of the building.
_DELIVERABLES _typefaces _materials
magazine 8X10 in univers, serifa entrada rag natual 190
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Q&A
_Portfolio of Linda Soelystio
02/ how can a taxi ride be memorable ?
When it comes to cabs, people in San Francisco would most probably think of Yellow Cab, because they often see them on the streets. Yet, when asked about the difference between one cab company and the other, they could hardly tell a difference. How could Yellow Taxi differentiate itself among the other competitors? _Project brief
Create a new brand for Yellow Cab. _Design direction
In western culture, the color yellow denotes cheerfulness and brightness. Taking cue from this, I wanted to show a brand that is friendly with tons of fun.
_DELIVERABLES _typefaces _materials brass
logo, standards manual 6X9 in, stationery, brand extensions helvetica neue blue jeans, leather, rivet, Levis’ jeans’ button,
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white space
where can i take you to ?
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03/ If levis’ were a lamp, how would it look like ?
The American blue jeans was invented by Jacob Davis and Levis Strauss in 1873. Orginally designed to be wused by the Californian gold miners, they become popular among teenagers starting in 1950s. Levi’s beginning goes as far back as the California gold rush in the 1850s. That was when Jacob Davis, a tailor, attached rivets on the seams of the workers’ clothings to reinforce them. Jacob and Levi met when the latter came over the San Francisco. One hundred and fifty years later, the rivets and buttons are the hallmarks of Levi’s brand.
_Design challenge
Design a lamp and its packaging that reflects Levis’ brand. _Design direction
Using only elements that display Levis’ earliest beginnings, rivets, jeans buttons, leather, blue jeans and Levis red tag, I combine these visual elements into a lamp that tells the story of Levis’ historical beginning. The packaging is a tube made from wood displaying visual graphics from the Levis’ early beginnings.
_DELIVERABLES lamp, packaging _typefaces ? _materials blue jeans, leather, rivet, Levis’ jeans’ button, brass
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03/ how many free events are there in san francisco? The best things in life are free and that could not be anymore appropriate for the city of San Francisco. This is good news to students with tight budgets like me and other people with similar situations. Annually, and especially so in the Summer, San Francisco hosts over one hundred events that are open to general public and do not cost a penny. Wouldn’t it be fun if we can go to all of these events every year? _Design challenge
Gather all information on annual free events in San Francisco. Present all data in an infographic format appropriate to its use. _Design direction
A poster calendar makes it easy for people to easily navigate the events throughout the years. All events are separated into three major categories, which are free museum days, what and what.
_DELIVERABLES _typefaces _materials
poster 30X40 in brand extensions verlag, bodoni epson heavy-weight matte paper
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_YELLOW TAXI
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How many days in the year have free events? NO. OF DAYS
365
120
120 97 67
0
How many days in the month have free
January 10
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04/ what if we can speak all the languages in the world? Being able to speak many different languages is useful, particularlyif one likes to travel to other countries. Being able to speak a country’s native language enables someone to immerse herself in the local culture. Learning a new language, however, is challenging. It also costs a lot of time and money. Wouldn’t it be nice if there is a device that can enable us to speak multiple languages without paying a high price and spending time studying? What if we can speak any language in the world instantly as we think about it? _Design challenge
Propose an solution to fix the problem of people wanting to learn many different languages without spending a lot of money and time. Design a set of promotionals to market the product. _Design direction
A discreet earpiece that instantly translates any verbal foreign language. During a conversation with someone, the device translates what the other person is saying into English. When the user needs to think of what she wants to say in her head. The device will pick up on her brain signals, translate her reply into the particular foreign language and voices it out for the user to say.
_DELIVERABLES _typefaces _materials
logo, brochure, product packaging, poster tekton, univers, mercurius newsprint, semi-gloss paper
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03/ how can we get family to spend more time together ? When Fall season comes,z
_Design challenge
Design a Fall promotional campaign for ABC Family television station. _Design direction The concept for ABC Home Fall’s campaign is about the experience of home. When family members gather in the living room, the room is transported into another place somewhere, blurring the boundary between indoors and outdoors.I want to potray families enjoying nature in the comfort of their homes where the couch is a grassbed and trees grow inside living room
_DELIVERABLES station ID, promotional poster, website _typefaces ? _materials
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wedding singer 7/ 8 c for more information log on to abcfamily.com
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07/ HOW DO WE TURN TRASH INTO SOMETHING VALUABLE? As technology gets more advanced and production costs get cheaper, more waste is being generated everyday. What can we do to turn these short-lived products into items that we can use in longer term? Newspapers are something that we use everyday and waste in great amount. I wanted to turn these into something functional and beautiful. Taking principles from the book, Cradle to Cradle, I also wanted to design a product that can be easily dismantled and recycled at the end of its life cycle.
_typefaces
Serifa Univers
_deliverables
_Design challenge
Design a product from things that are wasted everyday. _Design direction
A lamp made from newspaper. To make thicker sheets of paper, several layers of newspapers sheets are glued onto each other and adhered with water-based, non-toxic glue. The sheets are cut into shapes to make the lamp. By minimizing the types and number of materials used to make the product, the lamp is easily recyclable at the end of its life cycle.
Book 8X10.5 IN
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08/ WHAT IF HELPING OUT PEOPLE IS FUN TO DO? Corporate Social Responsibility (CSR) reports are published by companies to communicate to both stakeholders and customers about the company’s sustainable business practices. MINI Cooper is a company that is serious about having fun in doing all things, be it driving a car, helping out in the community or being a little bit more environmentally-conscious. _Design challenge
Corporate Social Responsibility (CSR) reports are published by companies to communicate to both stakeholders and customers about the company’s sustainable business practices. MINI Cooper is a company that is serious about having fun in doing all things, be it driving a car, helping out in the community or being a little bit more environmentallyconscious. _Design direction
I wanted the CSR to be fun and witty in encouraging people to be enjoy helping other people and the saving the planet. Brochure pages are printed on Neenah’s environment papers, which are manufactured with part pos-consumer fiber and 100% green electricity.The cover is made from recycled cardboard.
_DELIVERABLES _typefaces _materials
logo, brochure, product, packaging, poster, website avenir, knockout cardboard, Neenah environment,
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ING HEARTS
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MOTORING HEARTS
MOTORING HEARTS
WORLD FUN AT E
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offset program
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let’s not motor day
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IN HONOR OF WORLD ENVIRONMENT DAY, WE ASK OUR DRIVERS AND FELLOW EARTHLINGS TO PUT THE GAS OFF THE PEDAL NUMBER OF MOTORERS WHO PLEDGED 2005
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SAVE THE WORLD AND HAVE FUN AT SAME TIME MINI MALISM
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motor match
carfun offset program
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