?
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_selected works of linda soelystio
2007 - 2010 Academy of Art University, San Francisco
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00/ 01/ 02/ 03/ 04/ 05/ 06/ 07/ 08/
Q&A
_Portfolio of Linda Soelystio
_selected works of linda soelys
2007 - 2010 Academy of Art University, San Francisco
stio
project
_YELLOW TAXI
term
_spring ‘10
A prudent question is one-half of wisdom. francis bacon
7
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_selected works of linda soelystio
00/ about 01/ green space 02/ yellow taxi 03/ levis 04/ free events 05/ paraphrase 06/ abc home 07/ lumiere 08/ mini cooper
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
9
06 08 20 32 44 66 78 90 102
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00/ list of questions
00
on questions
01
how do buildings improve ouR quality of life?
02
HOW CAN a TAXzI BE MORE MEMORABLE?
03
IF LEVIS’ WERE A LAMP, HOW WOULD IT LOOK LIKE?
04
HOW MANY FREE EVENTS ARE THERE IN SAN FRANCISCO?
04
WHAT IF WE CAN SPEAK ALL THE LANGUAGES IN THE WORLD?
06
HOW CAN WE GET FAMILIES TO SPEND MORE TIME TOGETHER?
07
HOW DO YOU TURN CASH INTO GOLD?
08
WHAT IF HELPING PUT PEOPLE IS FUN TO DO?
project
_YELLOW TAXI
term
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instructor
_tom mcnulty
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project
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term
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instructor
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13
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.
14
Q&A
_Portfolio of Linda Soelystio
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
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
15
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instructor
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5%
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ganti
ganti orann
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instructor
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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,
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
31
32
_selected works of linda soelystio
project
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instructor
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_selected works of linda soelystio
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
white space
where can i take you to ?
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instructor
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term
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instructor
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_selected works of linda soelystio
415-333-3333
WHERE
CAN I TAKE YOU TO?
L
W
LE
BOTTL
_YELLOW TAXI
project
term
WHERE CAN I TAKE YOU? date
time
taxi code
04/02/09
13:50
BACA0027
VISA ***********2287-1 802
RECORD NO. FEE
$
24
TAX/SURCHARGE
$
2.12
TOTAL
$ 26.12
1200 Mississippi Street, San Francisco, CA 94107 customer service: 415.333.3333
_spring ‘10
instructor
_tom mcnulty
41
42
_selected works of linda soelystio
HERE
N I TAKE YOU TO?
WHERE CANWHERE I TAKE CAN YOU?I TAKE YOU?
LEMON LEMON
WATER WATER
WHERE CAN I TAKE YOU? date
time
04/02/09
13:50
taxi code
LEMON - FLAVOREDLEMON WATER- FLAVORED WATER BACA0027
BOTTLED AT CALISTOGA SPRING, BOTTLEDCALIFORNIA AT CALISTOGA SPRING, CALIFORNIA
VISA ***********2287-1
FEE
$
time date
04/02/09
13:50 04/02/09 BACA0027 13:50
taxi code time
taxi code
BACA0027
VISA VISA ***********2287-1 ***********2287-1 RECORD NO. RECORD NO. $ FEE FEE
CORPORATE
802
802
24
$
24
CORPORATE NUMBER $ 2.12 TAX/SURCHARGE TAX/SURCHARGE
$
2.12
$ 26.12 TOTAL $ 26.12 TOTAL 2341 1679 0912 8340
2341
WHERE CAN I TAKE YOU? date
time
taxi code
04/02/09
13:50
BACA0027
MICH MICHA
MICHAEL SMITH
LEMON
802
RECORD NO.
date
WATER
24
TAX/SURCHARGE
$
TOTAL
$ 26.12
2.12
For customer service call 415.333.3333 LEMON - FLAVORED WATER
VISA ***********2287-1
CORPORATE NUMBER
2341 1679 0912 8340 www.yellowcabsf.com
BOTTLED AT CALISTOGA SPRING, CALIFORNIA
FEE MICHAEL SMITH$
24
TAX/SURCHARGE
$
2.12
TOTAL
$ 26.12
1200 Mississippi Street, SanMississippi Francisco, Street, CA 94107 1200 San Francisco, CA 94107 customer service: 415.333.3333 customer service: 415.333.3333
This card is is
For customer service call 415.333.3333 700 mL / 23.7 oz.
For custom
802
RECORD NO.
www.yellowcabsf.com
you are agre
700 mL / 23.7 oz.
W
This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, you are agre to Yellow Cab’s rules and regulations. This card not valid unless signed. 1200 Mississippi Street, San Francisco, CA 94107 customer service: 415.333.3333
WHERE CAN I TAKE YOU? 700 mL / 23.7 oz.
This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, 1200 Street, Sanrules Francisco, CA 94107 This card not valid unless signed. you are Mississippi agre to Yellow Cab’s and regulations. customer service: 415.333.3333
WHERE CAN I TAKE YOU?
project
_YELLOW TAXI
term
_spring ‘10
instructor
SERVICE TO OUR CUST ALSO COMMITED TO I QUALITY OF LIFE IN OU THROUGH ENVIRONM 43 _tom mcnulty BUSINESS DESICIONS, OUR LOCAL COMMUNIT 1200 M ISSISSI PPI STREET, SAN
WHERE CAN I TAKE YOU TO?
Learn more about us at www.yel
ALL OF US AT YELLOW CAB ARE NOT DEDICATED TO GIVING PERSONAL SERVICE TO OUR CUSTOMERS. WE ALSO COMMITED TO IMPROVING ALL OF US AT YELLOW CAB ARE NO ALL OF US AT YELLOW CAB AREOFNOT QUALITY LIFE IN OUR PERSONA COMMUN DEDICATED TOJUST GIVING DEDICATED TO GIVING PERSONALIZED THROUGH ENVIRONMENTALLY SERVICE TO OUR CUSTOMERS.SO W SERVICE TO OUR CUSTOMERS. WE ARE TO GIVING BUSINESS DESICIONS, BAC ALSO COMMITED IMPROVIN ALSO COMMITED TO IMPROVING THEIN OUR COMMU OUR LOCALOFCOMMUNITIES. QUALITY LIFE QUALITY OF LIFE IN1200 OUR COMMUNITIES M ISSISSI PPI ENVIRONMENTALLY STREET, SAN FRAN CISCO, CAS THROUGH THROUGH ENVIRONMENTALLY SOUND BUSINESS DESICIONS, GIVING BA BUSINESS DESICIONS, GIVING TO OUR LOCALBACK COMMUNITIES. OUR LOCAL COMMUNITIES. 1200 M ISSISSI PPI STREET, SAN FRAN CISCO, C
CORPORATE NUMBER
2341 1679 0912 8340
WHERE CAN I TAKE YOU TO?
MICHAEL SMITH
ALL OF US AT YELLOW CAB ARE NOT JUST DEDICATED TO GIVING PERSONALIZED SERVICE TO OUR CUSTOMERS. WE ARE ALSO COMMITED TO IMPROVING THE QUALITY OF LIFE IN OUR COMMUNITIES THROUGH ENVIRONMENTALLY SOUND BUSINESS DESICIONS, GIVING BACK TO OUR LOCAL COMMUNITIES.
For customer service call 415.333.3333
Learn more about us at www.yellowcabsf.com
www.yellowcabsf.com
This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, you are agre to Yellow Cab’s rules and regulations. This card not valid unless signed.
WHERE CAN I TAKE YOU?
CORPORATE NUMBER
2341 1679 0912 8340
Learn more about us at www.yellowcabsf.com
WHERE CAN I TAKE YOU TO? WHERE CAN I TAKE YOU TO?Learn more about us at www.yellowcabsf.com
Learn more about us at www.yellowcabsf.com
1200 M ISSISSI PPI STREET, SAN FRAN CISCO, CA 94107
WHERE CAN I TAKE YOU TO?
1200 M ISSISSI PPI STREET, SAN FRAN CISCO, CA 94107
MICHAEL SMITH CORPORATE NUMBER
2341 1679 0912 8340 2341 1679 0912 8340 CORPORATE NUMBER
MICHAEL SMITH For customer service call 415.333.3333 MICHAEL SMITH
For customer service call 415.333.3333 For customer service call 415.333.3333
www.yellowcabsf.com
www.yellowcabsf.com
www.yellowcabsf.com
This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, you are agre to Yellow Cab’s rules and regulations. This card not valid unless signed.
WHERE CAN I TAKE YOU?
This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, you are agre to Yellow Cab’s rules and regulations. This card not valid unless signed. This card is issued by San Francisco’s Yellow Cab Co-Op. By the use of this card, you are agre to Yellow Cab’s rules and regulations. This card not valid unless signed.
WHERE CAN I TAKE YOU? WHERE CAN I TAKE YOU?
44
_selected works of linda soelystio
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
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_selected works of linda soelystio
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_YELLOW TAXI
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instructor
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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 mesquite, rosewood _typefaces blue jeans, leather, rivet, Levis’ jeans’ button , _materials brass
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
49
50
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project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
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_selected works of linda soelystio
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_levis lamp
term
_spring ‘09
instructor
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project
_YELLOW TAXI
term
_spring ‘10
instructor
9 in
37.11 in
_tom mcnulty
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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
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
69
70
_selected works of linda soelystio
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
free e SAN vents F RANCISCO
71
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_YELLOW TAXI
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instructor
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73
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_YELLOW TAXI
project
term
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instructor
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75
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
05
February 09
06
10
06
March 09
06
10
May
April 06
09
06
10
04
09
08
10
16
09
E
RK PA
M
D ion iss
k Par res olo
_selected works of linda soelystio
FIL M
NI GH
TI N
TH
76
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
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term
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instructor
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79
April 10
04
09
0
16
09
0
Ma y 10
80
_selected works of linda soelystio
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
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
81
82
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project
_YELLOW TAXI
term
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instructor
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_selected works of linda soelystio
project
MORE...
ESCARGOT!
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
95
96
_selected works of linda soelystio
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
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
97
98
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_YELLOW TAXI
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tuesday
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wedding singer 7/ 8 c for more information log on to abcfamily.com
project
_YELLOW TAXI
term
_spring ‘10
tuesday
wedding singer 7/ 8 c for more information log on to abcfamily.com
instructor
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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
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
117
118
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2. technical product
1. technical product - assembly
3. broken technical product thrown into landfill
1. assembly of technical product
4.new technical resources for making new products 2. technical product
3. end of product life disambly of products into waste separation
Criteria 1. No toxic materials All materials used need to be non-toxic, this includes glue. Water-based is used instead 2. Simplication of materials used. For a product to be easily broken down, the number of materials used need to be simplified. For the case, Lumiere only uses old newspapers and water-basede glue. Although certain processed like laminating the product might make it look more attractive, it is avoided because it complicates disambly of product at the end of its life cyle.
project
_YELLOW TAXI
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instructor
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templates
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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,
project
_YELLOW TAXI
term
_spring ‘10
instructor
_tom mcnulty
133
134
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_YELLOW TAXI
project
ING HEARTS
_spring ‘10
instructor
_tom mcnulty
MOTORING HEARTS
MOTORING HEARTS
WORLD FUN AT E
hnology
offset program
term
let’s not motor day
production
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
446
2006 1212
2007
1262
2008
1212
2009
1886 = 50
SAVE THE WORLD AND HAVE FUN AT SAME TIME MINI MALISM
minimalism
technology
motor match
carfun offset program
let’s not motor day
production
135
136
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project
_YELLOW TAXI
term
_spring ‘10
motoring hearts is about doing little good things everyday
instructor
_tom mcnulty
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MOTORING HEARTS
SAVE THE WORLD AND HAVE FUN AT SAME TIME MINI MALISM
minimalism
technology
motor match
carfun offset program
let’s not motor da
ay
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MOTORING HEARTS
production
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
446
2006 1212
2007
1262
2008
1212
2009
1886 = 50
SAVE TH AND HA SAME T MINI MALISM
minimalism
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_selected _Portfolioworks of Linda of Soelystio linda soelystio
/ how can i thank you enough?
project
_YELLOW TAXI
_my family
For my parents, I am grarteful to be given a chance study abroad. Thank you for all your support. For my siblings, thanks for being there. s mil inum quidest abor res alicienet enis et voluptatius et experro erruptae voluptatur? Qui occusam, soluptur repudit, aut acestioreium sitia pe parum ressus dolum repe lam ella natur aut aditiumet, co _my friends
To all nice people I made friends with in the Academy. Rose Ma, Akiko, Angela, In re conecus, volupta tiatur? Quissitia in non et prat. Hento iuntorem rem sus.Corit, con eariatur ad min ne vendit alignimi, simillo rectiorectur andae venis volupta tenducipsam, To my other friends. To my very good friend Ing. I wouldn’t enjoy living in San Francisco if it weren’t for you. To San San. Thanks for helping me out with this and for believing in me. To Akiko, too. You’ve been a grat help. Thanks. It as incit quae volumque nimagnime acearum am fuga. Ehendit laut adAliaeperitat ipsam nulpa int la quunt, electi omnisitat quo blaborum ut earchiciate aut eles sum accuptate volupta tendae la delit quam qui nossima ionetur? Corit, con eariatur ad min ne vendit alignimi, simillo rectiorectur andae venis volupta tenducipsam, . _the instructors
Nemquasperis min eati qui offic temquis as eum latemporem que nist aliquae ssitiis magnihi lluptior sequas.Gitatemque doluptatis evelendenim im re eosam qui dolor rae doluptatur sunt eribus aut aute de sitate od elent etum num velis dolut liatus aut dunto et que autasitate vent offic tem que dolupti blandae magnis experrovitem volupid estibus.
_CAMERA Canon Rebel XTi _software Adobe InDesign, Photoshop, Illustrator. _typefaces Bauer Bodoni, BlenderPro
_PAPER _PRINTER _binder
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