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CONCEPT
As a designer, I always consider myself a problem solver. The process of design is the process of solving problems. Sometimes, there might be a simple solution, but most of the time, the project requires a painstaking process which requires research, creation and synthesis. I’ve suffered from a challenging process, but also been inspired by it. Through my selected works, I want the viewer to look back at the process of how a raw idea finally turns into an innovative solution.
COURSE
MFA Portfolio INSTRUCTOR
Mary Scott PROJECT
Problem Solved
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JO U RN EY S TART ED
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MYSTERY UNCOVERED David Fincher Film Festival
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MEANING STRUCTURED Book Cover Series
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ELEGANCE COLORED Bodoni Typeface Specimen
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FRESHNESS FRAMED PokeFridge app
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IMAGINATION UNLEASHED Conceptual Book about the Future Parks
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LIGHT SCULPTED Experimental Typographic Posters
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VITALITY FABRICATED VeggieUp
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MOTIVATION BUILT Rebrand of Theranos
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MOTION FORMED Motion Graphics
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SOLUTION DEVELOPED MFA Thesis
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OBJECTIVE
Select a film director and five of their films and design a film festival.
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APPROACH
The director I selected for this project was David Fincher, who is known for his stylish movies. The thread that I found within his movies is the confused characters who face the dangers of bizarre yet compulsive areas of life, are searching for an unknown truth. The visual system I developed has three elements: crime evidence, twisted bodies, and glitches. I used this combination to create a set of deliverables to convey the core of the theme.
COURSE
Integrated Communications INSTRUCTOR
Christopher Morlan PROJECT
David Fincher Film Festival 008
MYST ERY U N COV ER ED
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OBJECTIVE
To design three book covers that have a cohesive look and form one single set.
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APPROACH
These three books that I chose to design are my favorite books. They are Space by Carole Stott, Rain by Don Paterson, and Moby Dick by Herman Melville. In this project, I combined different patterns, colors and illustrations to indicate the plot of the books. These covers are not only a slice of the book but also an interpretation of their meaning.
COURSE
Type Forms INSTRUCTOR
David Hake PROJECT
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OBJECTIVE
Design a booklet to promote a chosen typeface and give the typeface a soul.
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APPROACH
The typeface that I chose was Bodoni, which is a typeface of a slightly condensed underlying structure with flat and unbracketed serifs, and extreme contrast between thick and thin strokes. Massimo Vignelli stated that "Bodoni is one of the most elegant typefaces ever designed.� I combined big Bodoni type with dancers to show the elegance of the letterforms.
COURSE
Type Composition INSTRUCTOR
David Hake PROJECT
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OBJECTIVE
Create a well-considered UX/UI design mobile App that solves a specific problem.
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APPROACH
The problem that I focused on was about managing your own fridge. A lot of people find it is hard to remember expiration dates of the food they put in their fridge. Therefore, I designed a fridge-management app which like a talking fridge. It would tell you what you have put in the fridge and remind you about the food expiration dates. What’s more amazing, it will set up the perfect recipe for you if you have no idea what to cook.
COURSE
Digital Design Studio INSTRUCTOR
Bob Slote PROJECT
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OBJECTIVE
Design a book to explore new innovative ways to communicate with text and image.
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APPROACH
The book that I designed focuses on how the parks will look in the future. Based on the research, there will be boundless parks, vertical parks and mobile parks in the future. I combined illustrations and graphic elements to demonstrate the history and future of the parks.
COURSE
Type Systems INSTRUCTOR
David Hake PROJECT
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OBJECTIVE
Construct type. Create a series of posters for an architectural event.
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APPROACH
“Music is liquid architecture; Architecture is frozen music.” I was inspired by this quote, so I named my project Frozen Music. I chose to develop a poster series on a lecture series on the overall qualities shared between music and architecture. I used three words which are echo, vivid and flow to express their shared qualities: rhythm, motion and emotion.
COURSE
Type Experiments INSTRUCTOR
Kathrin Blatter PROJECT
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OBJECTIVE
Observe and identify a specific problem, and create engaging and relevant solutions.
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APPROACH
Some people know that eating vegetables is good for their health, but they don’t know what kind of vegetables they should eat for specific reasons. People who are suffering from unbalanced nutrition intake are unhealthy in other ways. From the research, I found out that a food color chart is a great way to see which colored foods contain unique phytonutrients essential for our health.
COURSE
Visual Thinking INSTRUCTOR
David Hake PROJECT
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OBJECTIVE
Find a brand that is dead and redesign its brand identity to fit a future vision.
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APPROACH
Theranos is an American health technology company. I was inspired by Theranos’s mission about empowering people by providing accessible customized health information. Based on its brand soul, I believe Theranos can dive into a new vision, which is about diagnostic solutions, data visibility and enabling consumers to understand their own genetic information.
COURSE
The Nature of Identity INSTRUCTOR
Hunter Wimmer PROJECT
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OBJECTIVE
Develop motion graphic sequences to display a central concept or idea.
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APPROACH
The following projects showcase these objects moving in their animated habitats. In the first project, I created an opening title sequence for the film Life of Pi. I used key elements to show the plot of the story. In the second project, I developed a promotional video for Esport. In the third project, I created a baby vampire to demonstrate typography in motion. In the last project, I made a video to promote a music app: Agravity.
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Motion Graphics 1Â INSTRUCTOR
Aries Nunez PROJECT
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ELEGENDS
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OBJECTIVE
Identify a real-world issue to be used as the basis of a year-long MFA thesis project.
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APPROACH
The ocean is dying from plastic pollution. Every year, over 8 million tons of plastic are being dumped in our oceans. However, most people don’t know that their personal decisions contribute to the threat that plastics pose to ocean life. This project will use innovative technology to provide information about how ocean pollution does harm to all living things, use a social media campaign to raise awareness about the need to protect the ocean from consumer plastics, and provide a plastic-free household kit to train people in ways to reduce their own overconsumption of plastic.
COURSE
MFA Thesis INSTRUCTOR
Phil Hamlett PROJECT
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THANK YOU.
TO MY FAMILY To my family, thank you for instilling so much love, determination, hard work and dedication, in me. To Mom and Dad; I could have never done this without your guidance, support, love, and reminders to keep a balanced life. TO MY PROFESSORS Through your guidance I have learned that I can achieve anything when I push myself. For that, thank you-Phil Hamlett, Mary Scott, Hunter Wimmer, David Hake, Bob Slote and Micheal Kilgore. TO MY FRIENDS To my friends, thank you for checking up on me, feeding me and inspiring me. I do not think I could have kept my sanity over the past three and half years with you guys.
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HOLA!
CONTACT Mingguo Li mingguodesign@gmail.com 415 815 9988 mingguoli.com SCHOOL Academy of Art University School of Graphic Design and Digital Media 79 New Montgomery St San Francisco, CA 94105 INSTRUCTOR Mary Scott Fall 2018 Portfolio BOOK BINDERY Blurb.com BOOK TITLE Problem Solved COVER STOCK Image wrap Matte Finish TEXT STOCK Proline Uncoated #100 FONTS Blender, GT Pressura SOFTWARE Adobe Creative Cloud, Unity, Cinema 4D
2018 All Rights Reserved No part of this publication can be reproduced without expressed permission from Mingguo Li.
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