FINDING A VOICE
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Finding a Voice: Speaking Through the Language of Graphic Design /Selected Works of Mengyi Shao, 2016–2019 at Academy of Art University
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Finding a Voice: Speaking Through the Language of Graphic Design /Selected Works of Mengyi Shao, 2016–2019 at Academy of Art University
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Introduction Good design can speak for you. To generate good design, you need to figure out the purpose of your work and understand the needs of your audience. As a designer, I like to sit and talk with my audience, listen to their stories, and feel what they feel. Empathizing with the people I design for is a powerful method for me to unlock more creative possibilities and ultimately innovate effective design solutions.
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M FA T H E S I S : W E A V E
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Who are the voices in my designs? My portfolio represents my voice as a graphic designer, and how I have responded to the voices from my audience, finding
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solutions to create meaning ful works that can help solve problems, drive positive social changes and contribute to making the world a better place.
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Table of Contents: 01: Fostering Community/02: Interpreting Appearances/ 03: Building the Future/ 04: Inspiring Lifestyle 05: Debating Typography/ p.012–061
p.062–099
p.100–125
p.126–145
p.146–171
FINDING A VOICE: M E N GYI S H A O
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06: Analyzing Choices/07: Friending the Planet/ 08: Designing Melody /09: Exploring White/10: Enlivening Movement p.172–193
PARBOLJ E T E COTF 0C1 O/ N1T0E N T S
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p.230–241
p.242–259
p.260–285
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M FA T H E S I S : W E A V E
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Fostering Community: MFA Thesis: WEAVE/Semester: Fall 2018– Fall 2019/ Categories: UI/UX, Publication, Branding/ Keywords: Diversity, Inclusivity
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Bridge the cultural gap between the long term local community and the newly settled young tech community for a more diverse and inclusive San Francisco. BACKGROUND/
INSTRUCTORS/
Over the past 20 years, San Francisco has become a hub
Wioleta Kaminska
of technological innovation, which is attracting a lot of young
Christine George
professionals from all over the world to the city. Their intel-
Phil Hamlett
ligence and creativity have brought new vitality to the city. San Francisco is known for its diverse cultures. However, the arrival of these newcomers is eliminating the unique identity of this city to some degree, which creates hostility among local residents. The gap between the newly settled young tech community and the long term local community is widening. APPROACH/
According to my research, there are many gaps between the long term local community and newly settled young tech community. As a graphic design student, I decided to focus on the cultural aspect and provide several design solutions, such as a website, app, event, and publication. WEAVE is
T Y PE FAC E S /
Poppins Source Sans DELIVERABLES
Identity Website App Event Magazine Brochure TOOLS/
a brand that cooperates with long term local residents in
InDesign
San Francisco to help newcomers understand local history,
Illustrator
issues, and culture. It provides opportunities for new and
Photoshop
long term residents to meet, talk and collaborate, which aims
Adobe XD
to eliminate hostility and increase understanding. I was
WIX
inspired by the diverse culture and colorful neighborhoods of San Francisco. I chose a vivid color palette and created one-line illustrations to communicate the hope of a vibrant, friendly and inclusive San Francisco.
COLORS/
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San Francisco is known for its diverse cultures. However, long term locals believe the arrival of these newcomers is eliminating the unique identity of this city. The gap between the long term local community and the newly settled young tech community is widening.
SELECTED WORKS 2016 — 2019
Over the past 20 years, San Francisco has become a hub of technological innovation, which is attracting a lot of young professionals from all over the world to the city for their professional development.
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How can I help eliminate hostility and increase mutual understanding between the newly settled young tech community and the long term local community in San Francisco?
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Publication
M FA T H E S I S : W E A V E
Application
M E N GYI S H A O
Interact
SELECTED WORKS 2016 — 2019
Interviews
Website
Understand
Events
Trust
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WEAVE
HOME
CITY
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=
+
Understand
WEAVE helps newcomers understand the unique characteristics of San Francisco through collaborating with long term residents to help newcomers understand the unique characteristics of the city.
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“
The thing I’ve always liked to do the most in the city is just walk around. I do everything on foot. It’s great when you come across something interesting and you will always see something new and different because of the mix of people. —Susan Pasley, 52 years in SF
“
The politics, the physical environment, the artistic and cultural, the historic and heritage, all of those things are making San Francisco. —Kaitlin Strange, 10+ years in the Bay Area
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People come here from all over the world and they bring so many different traditions that become part of our local traditions. This is a very exciting thing. I love that about San Francisco. —Patricia Rose, 42 years in SF
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San Francisco isn’t just a city to work in. It’s a city to engage in, to wander around, and get lost a little bit, to take time off. —Monica Berini, 27 years in SF
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“
I feel like I’m a tourist even though I’ve lived here for 30 years. I still go out like a tourist and take the boat somewhere. Because there are so many endless things to see and to do here. And that’s why I live here. —George Schupp, 30 years in the Bay Area
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I think San Francisco always has that reputation. It’s wide open and free. People came here and do anything they want and be who they want to be. —David Keenan, 35 years in SF
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San Francisco is a tiny city. It’s very small but there’s a lot to see. —Colin Blake, 16 years in the Bay Area
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Interact
WEAVE educates newcomers about local history and culture through interaction with the city and people to help them find a sense of place in the city they will call home.
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Trust
WEAVE provides an open platform for both newcomers and long term residents to meet, collaborate, develop meaningful relationships and build trust.
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SAM M E N D E S , P H OTO BY B R I AN VAN D E R B RU G
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TWO SIDES OF THE DOOR
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Interpreting Appearances: Project: Film Festival/Course: Integrated Communication/Semester: Fall 2018/ Instructor: Chris Morlan/ Category: Visual System
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Choose a film director and design a film festival by conceptualizing a visual system and coordinating a complex set of materials. BACKGROUND/
K EY WO R D S /
Sam Mendes is a British film and stage director. Mendes’
Home
background as a stage director makes him focus more
Duality
on character development rather than rapidly moving plot.
Chaos
He is good at using nonverbal expressions and scenes, as well as visual symbols or metaphors, to depict stories. Due to his personal experience (his parents’ divorce), most of his films can be simplified in one repeated theme or obsession: his continued exploration of the changing concept of home. APPROACH/
Through my research, I found a common thread in most of Sam Mendes’s work: Confused characters lost in their current life are searching for home. At first, they misunderstand the true meaning of home, but eventually find it’s not a physical place supported by material things. Focused on interpreting the duality of home, the entire visual sys-
T Y PE FAC E S /
Akzidenz Grotesk Foster DELIVERABLES
Poster Catalog Tickets Schedule Soundtrack Stationery Website TOOLS/
tem is based on the concept of outside and inside the door.
Photoshop
I chose red and blue to represent the two sides of home.
InDesign
I used white painted wood to show the “perfect appearance”
Illustrator
of the home, combined with clear acrylic as “the window”
Handcraft
for the audience to look through and see the chaotic interior.
WIX COLORS/
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M E N GYI S H A O
E R ECTO R
PROJECT 03 / 10
Building the Future: Project: ERECTOR Rebranding/ Course: Nature of Identity/ Semester: Fall 2019/Instructor: Hunter Wimmer /Category: Branding
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Identify a dead or defunct brand and create a new visual identity and brand guidelines with a new direction. BACKGROUND/
K EY WO R D S /
I chose ERECTOR to rebrand. It was the first American con-
Building
struction toy equipped with moving parts and motors. It is
Ingenuity
dedicated to fostering inventiveness, creativity, ingenuity, and
Collaboration
problem-solving abilities by providing the next generation valuable learning tools to build the future of their countries. APPROACH/
The new ERECTOR’s mission is to inspire people to apply their ingenuity through collaborative building. It will provide people a more supportive environment that brings all creative minds together, no matter what gender, age group, cultural background, to turn their current modest ideas
T Y PE FAC E S /
Neue Haas Unica Roboto Slab DELIVERABLES
Brand Guidelines Website TOOLS/
into future innovations. After I identified a new approach,
InDesign
I designed a new ERECTOR identity, which was inspired
Illustrator
by the idea of building. I created new brand guidelines for
Photoshop
the new ERECTOR and defined how the new ERECTOR
WIX
will expand in the future to reinforce its new mission. The website is a portal for the audience to experience the new ERECTOR.
COLORS/
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Building Bricks
+
Letter “E”
=
New ERECTOR Symbol
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I K E A S U STA I N A B I L I T Y R E P O R T
Inspiring Lifestyle: Project: IKEA Sustainability Report/Course: Type Systems/ Semester: Fall 2017/Instructor: John Nettleton/ Category: Type Design
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Redesign IKEA’s corporate sustainability report, which focuses on expanding its positive impact on people and the planet. BACKGROUND/
K EY WO R D S /
IKEA is a European multinational group known for its mod-
Sustainable
ernist designs and ready-to-assemble furniture. As the
Environmental
world’s largest furniture retailer, IKEA is also dedicated to
Organized
playing a very important role in sustainable development and environmental protection. IKEA’s sustainability report is one of the ways to show its impact on the people and the planet. APPROACH/
The simple, neat and modern products from IKEA have created a highly recognizable visual identity, immediately familiar to many people. Inspired by its iconic visual identity and its responsibility to the people and the planet,
T Y PE FAC E S /
Univers Akzidenz Grotesk Glypha DELIVERABLES
Booklets Envelope TOOLS/
I chose a new color palette, designed a neat and organized
InDesign
layout, and used a European typeface to convey the con-
Photoshop
cept of sustainability and the feeling of European interior design style. For printing and binding, I mimicked the recycled paper feeling and used a staple binding to better communicate IKEA’s impact on sustainable living.
COLORS/
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CONVERGE
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Debating Typography: Project: Type Conference/ Course: Type Systems/Semester: Fall 2017/Instructor: John Nettleton/ Categories: Visual System, Type Design
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Redesign a visual system and conference materials for a design conference in order to enhance its concept and theme. BACKGROUND/
K EY WO R D S /
ATypI, Association Typographique Internationale, is the
Future
global forum and focal point for the type community and
Innovation
business. ATypI announced their 2016 Global Typography Conference, Converge, in Warsaw, Poland. Though the entire visual system was visually appealing and strong, it didn’t convey the theme very well. APPROACH/
I conducted very detailed research to understand the content and theme of the conference, which helped me develop design strategy and gave me inspiration. The main discussion topic of the conference was about gathering ideas and exploring ways of shaping the future of interaction with text. As my concept was developed based on the main topic and the theme of the conference, I used
T Y PE FAC E S /
Univers DELIVERABLES
Poster App Website Program Tickets Name Badges Signage TOOLS/
series of graphic elements, vibrant colors, and a variety
Photoshop
of typefaces in different languages to convey the idea of
InDesign
converge, future and innovation.
Illustrator Handcraft COLORS/
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CLEARSKIN
Analyzing Choices: Project: Skincare App/Course: Digital Design Studio/Semester: Spring 2019/Instructor: Bob Slote/ Categories: UI/UX, App Design
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Design a mobile app that can help address a problem in people’s daily lives. BACKGROUND/
K EY WO R D S /
The ingredients of many skincare products are too scientific
Organic
and complicated for people to understand, so sometimes
Natural
they waste their money buying inappropriate products. As a
Delightful
skincare and beauty lover, I would like to design an app that can help people choose clean and appropriate skincare products easily. APPROACH/
According to my user research, people are not willing to read long scientific ingredients reports. Instead, they would like to quickly see if the products include any ingredient that is inappropriate for their skin. I named app ClearSkin,
T Y PE FAC E S /
Big Caslon Avenir DELIVERABLES
Prototype Logo TOOLS/
and the logo simply shows its main function: Scan and
Adobe XD
analyze the ingredients of skincare products. Since my pri-
Illustrator
mary audience is women, I chose a light pinkish color
Balsamiq Mockup
palette and used organic shapes, with hand-drawn graphic elements to convey a natural, clean and relaxed feeling.
COLORS/
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CLEARSKIN
ClearSkin Understand the ingredients in your skincare products easily and begin a healthy skincare journey.
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FINDING A VOICE:
M E N GYI S H A O SELECTED WORKS 2016 — 2019
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G O - G O E C O PA C K
Friending the Planet: Project: Promoting Reusable Packaging/ Course: Visual Thinking/ Semester: Fall 2017/Instructor: Sandra Isla/Category: Branding
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Identify a problem that can be solved by graphic design and integrate a variety of design solutions to help address the issue. BACKGROUND/
K EY WO R D S /
Many people cannot distinguish recyclable and unrecyclable
Ecological
single-use packaging. And many of the single-use food and
Friendly
beverage packaging cannot be recycled or composted. Most
Vivid
people choose to use single-use packaging for their convenience; however, if we continue using this packaging, it will threaten our health and planet. APPROACH/
I created a brand Go-goECOPACK, which aims to encourage commuters in the financial district of San Francisco to reduce and ultimately quit using single-use food and beverage packaging to better the environment. In order to raise people’s awareness, I designed a series of posters to educate people and encourage them to take action. Also, I created a new service to help people green their habits and open their
T Y PE FAC E S /
Cocogoose DIN DELIVERABLES
Process Book Posters Advertisement Brochure App TOOLS/
minds to moving beyond single-use packaging in their lives.
Photoshop
I chose a vivid, ecological color palette, friendly typefaces, and
InDesign
developed a series of icons to make the project look appealing
Illustrator
and engaging.
COLORS/
FINDING A VOICE:
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GO-goECOPACK
UTENSILS
RECYCLE
INFINITY
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=
+
+
FINDING A VOICE: SELECTED WORKS 2016 — 2019
M E N GYI S H A O
G O - G O E C O PA C K
PROJECT 07 / 10
e for you to reduce your n single-use packaging health and our planet. e is not the only choice.
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If we continue to use these single-use items, there will be estimated 6 trillion pieces of plastic, which are killing fish and wildlife, threatening our health and our planet.
IS NOT SINGLE
FINDING A VOICE: SELECTED WORKS 2016 — 2019
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E-
SM
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WILL NEVER
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G O - G O E C O PA C K
Flyers Every person who goes into Go-goECOPACK cooperative restaurants will get a flyer, to help them to know how this service works.
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Deliverabl
Map Guides you to find the closest drop-off locations and return reusable items
Scan & Redeem Scan to return items and get points for redeeming in cooperative restaurants
Activity See the level of contribution that you and your friends have made to our environment
Reminder Provides a clear list to remind you to return items and redeem points in time
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STEP 01 SCAN
Use your phone and open Go-goECOPACK app to scan
Deliverab
Return mach
STEP 02 INSERT
Insert Go-goECOPACK reusable products. One item at a time.
STEP 03 PRESS BOTTON
Press the green botton to confirm
STEP 04 GET POINTS
Select “get points” on the screen and then points will be in your Go-goECOPACK account and you can check it later
STEP 05 COLLECT RECEIPT
You will get a paper receipt after you return the products.
THANKS! Dear Edam, you’ve returned 45 times! Thank you for helping us to make our earth a better place!
KEEP GOING! SEE YOU NEXT TIME!
You get 10 points today You have 245 points in your account
We’re here for an infinite earth.
FINDING A VOICE:
ble 01
hine
SELECTED WORKS 2016 — 2019
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Side View Front View
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PROJECT 08 / 10
Designing Melody: Project: Music Poster/Course: Type Experiments/ Semester: Spring 2018/ Instructor: Stan Zienka/Categories: Type, Photography
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Interpret a piece of music by designing a typographic poster that expresses its feeling and emotion. BACKGROUND/
K EY WO R D S /
My chosen music is Almost Lover. The song is about a
Memory
girl recalling her almost lover from the past, who gave her
Burning
the most happy and heartbreaking moments in her life.
Darkness
When I listen to the music, I can feel each of her memories, sweet, sad, heartbroken, and hopeless. No matter what the past was, she wants to say goodbye to her almost lover and past memories. APPROACH/
According to my feeling towards the song, I would like to show the process of how the girl recalls her past memories
T Y PE FAC E S /
Gabriela Stencil Baskerville DELIVERABLES
Poster TOOLS/
and says goodbye to the past. I printed text and imageries
InDesign
on transparent films, projected the films on a screen, and
Photoshop
took photos. I also used a colored glass vase on the top of the projector to create different kinds of light effects. For the layout, each piece of imagery represents a different moments that the girl experienced in this relationship. The overall color tone and blurry imagery convey a feeling of burning memories.
COLORS/
FINDING A VOICE: SELECTED WORKS 2016 — 2019
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M E N GYI S H A O
W H AT I S W H I T E
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Exploring White: Project: Personal Journal Design/ Course: Type Experiments/ Semester: Spring 2018/ Instructor: Stan Zienka/ Category: Book Design
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Choose a theme and document a journey in life through utilizing typography and photography to express the narrative. BACKGROUND/
K EY WO R D S /
As a graphic designer, it is quite important for me to observe,
White
to explore and get inspired. When we talk about WHITE, we
Simple
may think of color, race, snow, light or milk. But what else?
Clean
I’m curious about the stories behind WHITE, even if it seems the simplest “thing” in the world. APPROACH/
This book includes my different stories and interpretations of WHITE. I used my camera and cell phone to document each moment related to WHITE when I walked around the city and wrote my feelings and thoughts about these moments. I chose a very simple and limited color palette to match the
T Y PE FAC E S /
Neue Hass Grotesk Baskerville DELIVERABLES
Book TOOLS/
theme of the book. Also, I developed some graphic elements
InDesign
that could better express the meaning of the stories. At the
Photoshop
end of the book, I left some space to engage other people to
Illustrator
observe their surroundings and write about their own feelings and interpretations of WHITE.
COLORS/
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M E N GYI S H A O
M OTI O N G R AP H I C S
PROJECT 10 / 10
Enlivening Movement: Project: Motion Graphics/ Course: Topics in Motion Graphics/Semester: Spring 2019 /Instructor: Colin Sebestyen /Category: Motion Design
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Utilizing motion design skills, create a series of motion graphic pieces to tell stories with time-based media. APPROACH/
K EY WO R D S /
P R OJ E CT 01
Vibrant
The project was to introduce a topic in 30 seconds. I chose to
Playful
introduce the unique cultures of San Francisco in order to
Fun
encourage more people to explore the city and culture. I used the five senses as the main concept to engage people to experience the cultures of San Francisco in terms of neighborhoods, architecture, local businesses, people, cuisine, and music. P R OJ E CT 02
The goal of this project was to design an interactive magazine
T Y PE FAC E S /
Akzidenz Grotesk Caecillia DELIVERABLES
Videos TOOLS/
cover for the IdN magazine. I chose the Wayfinding Issue and
Illustrator
animated an eyeball’s journey of finding its way.
After Effects
P R OJ E CT 03
The project was to tell an interesting story with a chosen piece of music. I chose music with a strong beat. The electronic feeling of the music gave me a deep and mysterious feeling, which inspired me to tell a story about a little planet and its changes in the universe. I animated a circle and matched its changes and movement with the music.
COLORS/
FINDING A VOICE: S E L E C T E D W O R K S 2 0 1 6 — 2 0 1 9
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Thank You T O M Y FA M I LY /
Christopher Morlan, thank you for being strict
Mom, dad, uncles, aunties, and sisters, thank
with us and teaching me to make decisions
you for always giving me such a loving and
on my own. I appreciate having had you as my
supportive family that respects my decisions
instructor to guide me through the hardest
and encourages me to pursue my dream.
course at AAU.
Grandpa and grandma, thank you for under-
Hunter Wimmer, thank you for always sharing
standing my choice to study aboard and
interesting stories in class, being productive
not being with you these years. I will use my
and organized, and encouraging me to be
capacity to take good care of you, just like
confident to express myself.
you cared for me when I was young. TO MY INSTRUCTORS/
Mary Scott, thank you for your patience and
John Nettleton, thank you for your precision in the details which made me fall in love with typography.
dedication to every student. Thank you for
Colin Sebestyen, thank you for being so
always pushing and guiding me to build up a
patient to every student and trying your best
portfolio that I’ll be proud of. I’m grateful
to help us solve each problem.
for having had the chance to work with you to make this portfolio possible.
Susan Pasley and Monica Berini, thank you for working with me through all these semes-
Phil Hamlett, thank you for being our depart-
ters, guiding me to explore ideas and develop
ment director and my instructor that always
concepts, and for sharing your stories with
inspires me to develop my ideas, guide me to
me. It’s been such a wonderful thing to see
improve my work and give me valuable advice
you two in class or lab.
for a successful career.
Mona Shaath, thank you for being so patient to fix every single one of my problems, questioning me and practicing with me to improve my English and ideation.
FINDING A VOICE:
fidence in my work. I’m glad you were the teacher of my first class at AAU and it’s great to have had you in class three semesters.
Marwa Al Bahrahi, Peter Asadamongkol, Min Huei Lu, thank you for being my classmates also friends to inspire me, work and
Christine George, Wioleta Kaminska, Bob Slote,
help each other to overcome difficulties
Sandra Isla, Andrew Loesel, Scott Rankin,
and share happiness.
PC A RO KN J EOCWT L0E1D /G 1E0M E N T S
me when we studied together at AAU. M FA T H E S I S : W E A V E
me to be a confident speaker and have con-
M E N GYI S H A O
Ash Xu, thank you for taking good care of
SELECTED WORKS 2016 — 2019
Jill Ballard, thank you for always encouraging
Shel Perkins, Theodore Somogyi, Nita Ybarra, Joohye Jubilo, Renee Snyder, and Scot Crisp,
TO MY SF COMMUNITY/
thank you for all the time and effort in our
Adam Marsh, Colin Blake, David Keenan,
classes. I’ve learned so much from each of
George Schupp, Patricia Rose, Pam Coates,
you and I really appreciate it.
Kaitlin Strange, David Wasserman, thank you for being my interviewees, teachers, also
TO MY FRIENDS/
my good friends to support me to develop
Stacy Huang and Wen Teng, I remember every
my thesis. Your interesting stories and
day and night that I work with you two and
different visions of San Francisco helped
thank you for giving me a place to share my
me have a deeper understanding of the
tears and laughs.
unique and charming San Francisco, and
Shiying Sun, thank you for taking care of me and always feeding me delicious foods.
made a three-year newcomer fall in love with the city.
Yijing Yan, thank you for being supportive and sometimes “mean” to me. I learned a lot when you were working seriously, but also loved to sit with you enjoying delicious food.
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Colophon CON TAC T /
Copyright © 2020 by Mengyi Shao
Mengyi Shao
All rights reserved. No part of the publica-
mshao.design@gmail.com
tion may be reproduced, stored, in retrieval
+1 925 314 5082
system, or transmitted in any form by any
mengyishaodesign.com
means electronic, mechanical, photocopying,
SCHOOL/
Academy of Art University, School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA MAJOR/
MFA, Graphic Design INSTRUCTOR/
Mary Scott BOOK TITLE/
Finding a Voice: T Y PE FAC E S /
Albra Alliance No.1 PHOTOGRAPHY/
Mengyi Shao B O O K B I N D E RY /
The Key Printing & Binding PRINTING/
Graphic Imagery TEXT STOCK/
Mohawk Superfine 100lb Uncoated
recording or otherwise without expressed written permission from Mengyi Shao.
FINDING A VOICE S E L E C T E D W O R K S 2 0 1 6 — 2 0 1 9
M E N GYI S H A O
PROJECT 01 / 10 M FA T H E S I S : W E A V E
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M E N GYI S H A O
PROJECT 01 / 10 M FA T H E S I S : W E A V E
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