Sight + Mind / MFA Portfolio, selected works of Lea Qinyang Li

SIGHT + MIND =

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M F A PORT F OL I O 08 + 09

Lea Qinyang Li

SIGHT + MIND =

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M F A PORT F OL I O 08 + 09

Lea Qinyang Li

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Sight Mind

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Design is about contents, ideas, combinations. A good design never contains just one thing. There is always one plus one, —but, it doesn't equate two. That's the magic of design; the results are always infinite.

Graphic design is based on images plus type, use visual convey mind to creating infinite information for communicate to people.

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A BOUT

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As a designer, I always focus on how to use those elements to speak to people. Let the design talk on its own to communicate. Here are selected works that produced in my master's program, I hope you enjoy this visual journey.

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CONTENTS

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MILK + INK Type Experimental Poster

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REALITY + NIGHTMARE David Lynch Film Festival

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PAINT + GEOMETRY Sustainable Powder Mixed Paint Packaging

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WOMEN + POTENTIAL Mary Kay Re-branding

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DANCE + TYPE Monotype Grotesque, A Promotional Type-Specimen Book

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GLASS + PROTECTION Crate and Barrel Four Glass Packaging

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FOOD + TIME Food Hound Mobile App

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FASHION + COLOR W Magazine Re-design

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OFFICE + HEALTH MFA Thesis

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PAG E

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PAG E

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PAG E 04 + 04

PAG E 05 + 05

PAG E 06 + 06

PAG E 07 + 07

PAG E 08 + 08

PAG E 09 + 09

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PAG E

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P R OJ E C T

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MILK + INK 01

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The project is to choose a subject of choice and express it conceptually through

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OBJECT I V E ∕

experimental typography. Final deliverable is in the form of two posters.

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A P P ROAC H ∕

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chemically with each other to create a multitude of possibilities. Just like in a dream, reality and illusion coexist.

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ink. These are totally different elements but with the same form. They react

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I chose to illustrate a dream feeling by using the unique properties of milk and

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M I L K & I N K E X P E R I M E N TA L T Y P E

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P R OJ E C T

No.

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REALITY + NIGHTMARE 02

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Create an imaginary film festival for a chosen movie director. Extract a theme

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OBJECT I V E ∕

that ties together all of the director’s selected movies and create a cohesive

A P P ROAC H ∕

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films: Blue Velvet (1986) , Lost Highway (1996), Mulholland Drive (2001), Inland Empire (2006). All visual execution was based on the thread “People hide behind twisted secrets to escape reality and overcome their inner destructive desires, inner peace.” The title for the film festival is Distorted Reflections and pulls a small number of vivid colors throughout the whole visual system, just like Lynch’s films do. Distorted type and graphic treatment represent the twisted feeling in his movies. The goal of this film festival is to draw Lynch fans into the scene to experience the films.

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D A V I D LY N C H F I L M F E S T I V A L

together the mysterious storytelling of all of his films. I use mostly black with

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but in the end, they have to face the truth and consequences in order to achieve

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I chose the director David Lynch, and the festival showcased his most intriguing 08

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visual system through a variety of deliverables.

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+ I N ST RU C TO R : H U N T E R W I M M E R 25

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Hidden desires revealed in the perverse world of David Lynch

2015

Hidden desires revealed in the perverse world of David Lynch

2015

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Hidden desires revealed in the perverse world of David Lynch

2015

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Hidden desires revealed in the perverse

w o r l d o f D av i d Ly n c h

w o r l d o f D av i d Ly n c h

tue - Sun

tue - sun

a D A V I D LY N C H F I L M F E S T I V A L

a D A V I D LY N C H F I L M F E S T I V A L

jan 20-25 2015

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jan 20-25 2015

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Hidden desires revealed in the perverse

Jan 22, 2016 S c r e e n i n g : L o s t H i g h w ay Time: 2:00pm – 6:00pm

Jan 23, 2016 Screening: Mulholland Drive Time: 2:00pm – 6:00pm

Jan 23, 2016 Screening: Mulholland Drive Time: 2:00pm – 6:00pm

Jan 24, 2016 Screening: Inland Empire Time: 2:00pm – 6:00pm

Jan 24, 2016 Screening: Inland Empire Time: 2:00pm – 6:00pm

Jan 25, 2016. Closing night Time: 6:00pm

Jan 25, 2016. Closing night Time: 6:00pm

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Jan 21, 2016 S c r e e n i n g : B l u e V e lv e t Time: 2:00pm – 6:00pm

Jan 22, 2016 S c r e e n i n g : L o s t H i g h w ay Time: 2:00pm – 6:00pm

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Jan 20, 2016. Opening night Time: 6:00pm

Jan 21, 2016 S c r e e n i n g : B l u e V e lv e t Time: 2:00pm – 6:00pm

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Jan 20, 2016. Opening night Time: 6:00pm

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+ D A V I D LY N C H F I L M F E S T I V A L 49

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P R OJ E C T

No.

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PAINT + GEOMETRY

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The project is to create a paint packaging system and kit for a sustainable latex

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OBJECT I V E ∕

powder paint using environmentally friendly materials derived from sustainable 07

resources. The design needs to represent the sustainability aspects of the product and the soul of the brand.

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I used 100% recycled paper to craft the packaging. The name of the paint is Santiago Calatrava, which is the name of the designer himself. The whole design is for his limited collection. This packaging structure is inspired by his architectural style, shape and graphics.

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S U S TA I N A B L E P O W D E R M I X E D P A I N T P A C K A G I N G

which is geometric. Thus, I bring this element into the packaging design in the box

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using non-metal materials, moving away from how traditional paint cans look.

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Inspired by Santiago Calatrava’s architectural design, I came up with the idea of

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A P P ROAC H ∕

+ PACK AGING 2

+ I N ST RU C TO R : T H O M A S M C N U LT Y 63

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No.

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WOMEN + POTENTIAL

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The project is to find a dead, defunct or dying brand and breathe new life into

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it. The brand can be repositioned outside of where it presently appears with 07

the condition that it does not lose its core business. As a deliverable, students were asked to provide a comprehensive brand standards guide for the newly redesigned brand.

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their lives; it provides women with open-ended potential to achieve personal and financial success. But times change, and the company needs to stay in the forefront. women with open-ended potential to give them the weapons to rule the future.”

Mary Kay will become a new brand. The new VI system logo has a graceful shape

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to create the letters “Mk”in elegant gold to represent the feminine personality

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and inject a successful business feeling into it. New Mary Kay will become a platform for any woman, providing a range of services and support in different fields to help women to succeed in all aspects of life in the 21st century.

M A R Y K AY RE BR A NDING

Keeping with the soul of the brand, the new mission statement is “empower

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cosmetics and skin care. It empowers women to follow their dreams and enrich

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I chose to re-brand Mary Kay. Mary Kay Inc. is a global direct sales company for

+ N AT U R E O F I D E N T I T Y

+ I N ST RU C TO R : H U N T E R W I M M E R 81

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+ M A R Y K AY RE BR A NDING

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03. Self defense program

04. Financial Engineering Program 05. Financial Service 06. Lecture and workshop

P R OJ E C T

01. Microchip implantation 02. Smart Contact Lenses

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Physical 02 03 04

Professional

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Personal

9. Business Lead ship Institute 06

07. Personal Assistant 08. Personal Financial Management

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Mental

services

product

experience and event

education

M A R Y K AY RE BR A NDING

11. Mental Center

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12. Lead ship Training 13. Management Class 14. MBA Program 15. Knowledge Hub ( Library )

10. Conference

environment

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+ M A R Y K AY RE BR A NDING

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+ M A R Y K AY RE BR A NDING

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+ M A R Y K AY RE BR A NDING

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P R OJ E C T

No.

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DANCE + GROTESQUE

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Create a 12-page type specimen book to promote provided typefaces by Monotype

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Imaging. Generate an effective communication style such as story-telling to

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updating of Berthold’s Ideal Grotesque was supervised at Monotype in 1926 by F.H. Pierpont. With some of the eccentricities in the borrowed original reduced, those series retains enough character to have become one of the world’s great san serifs.

I focus on the unique shape, ratio and weight and bring out the playful personality

a sense of the fascinating and joyful, as well as the lively and playful.

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MONOT YPE GROTESQUE

a new perspective on Grotesque. I use bright color and a dynamic layout to convey

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of Grotesque. My goal is to give more and more younger generation graphic designers

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I chose a contemporary geometric sans serif named “Monotype Grotesque” This 08

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promote the chosen typeface in a limited number of pages.

+ T YPE COMPOSITION

+ I N ST RU C TO R : A N D R E W L O E S E L 107

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+ MONOT YPE GROTESQUE

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+ MONOT YPE GROTESQUE

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+ MONOT YPE GROTESQUE

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P R OJ E C T

No.

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GLASS + PROTECTION

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Engineer sustainable packaging for multiple units of breakable items. Consider

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shipping, shelving and display in retail stores.

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goal was to create a package around the glassware that really stands out and acts as a selling point for the product. Being simple and minimal in its construction,

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I chose Crate and Barrel as a basis to redesign a four glass packaging. My main

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A P P ROAC H ∕

the packaging must use materials that appear beautiful yet are durable, and appeal 09

to an Eco-friendly audience. I also explored to use of new materials that made from biodegradable and renewable sources that reduce waste, as well as pack the uniquely and Barrel’s visual system black and white to design the packaging. It fits well in

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Crate and Barrel retail stores, and makes it convenient for shoppers to grab the $52 four glass set.

C R AT E A N D B A R R E L G L A S S P A C K A G I N G S E T

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crafted products with smart structures that are attractive and durable. I kept Crate

+ PACK AGING 2

+ I N ST RU C TO R : T H O M A S M C N U LT Y 121

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+ C R AT E A N D B A R R E L G L A S S P A C K A G I N G S E T

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+ C R AT E A N D B A R R E L G L A S S P A C K A G I N G S E T

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+ C R AT E A N D B A R R E L G L A S S P A C K A G I N G S E T

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P R OJ E C T

No.

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FOOD + TIME

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A P P ROAC H ∕

According to my research, I found people don't like waiting too long when they

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go to a restaurant. In San Francisco, most restaurants would give customers a vibrating monitor to alert them when their table is ready. However, the monitor requires people to stand near by waiting. I made an App so people could go to a restaurant without a reservation. It makes waiting more pleasant and productive.

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FOOD HOUND UI DESIGN

more fun.

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real food images and simple type with urban colors, to make the waiting experience

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It offers convenience to both restaurants and customers. UI design combines

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Find a problem in people’s daily life and help them solve it by using UI design.

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OBJECT I V E ∕

+ N AT U R E O F I N T E R A C T I O N

+ I N ST RU C TO R : A M I R B A H A D O R I 133

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+ L E A Q I N YA N G L I

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+ P R OJ E C T

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+ FOOD HOUND UI DESIGN

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+ FOOD HOUND UI DESIGN

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+ P R OJ E C T

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+ FOOD HOUND UI DESIGN

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+ P R OJ E C T

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+ FOOD HOUND UI DESIGN

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P R OJ E C T

No.

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FASHION + COLOR

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The goal of this project was to redesign a magazine of choice in a new way

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OBJECT I V E ∕

focusing on experimental typography and layout.

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I chose to eliminate any type of grid system. Through various type treatments combined with fabric pattern and a water color effect, I was able to create

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The magazine chosen was December 2014 issue of the fashion magazine W.

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A P P ROAC H ∕

interesting layouts. I used fashion elements combined with type to make this 09

magazine unique to grab the fashion reader’s attention. Random typography was composed into a 9 x 12 magazine. This project allowed me to escape my

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usefulness in regards to readability.

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W M AGA ZINE RE-DESIGN

kerning. Ultimately, it taught me to appreciate traditional typesetting and its

+

comfort zone, play with sideways type, and experiment with leading and

+ T YPE E XPERIMENTS

+ I N ST RU C TO R : I R I N A B L O K 145

146

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ W M AGA ZINE RE-DESIGN

147

148

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ W M AGA ZINE RE-DESIGN

149

150

151

152

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ W M AGA ZINE RE-DESIGN

153

154

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ W M AGA ZINE RE-DESIGN

155

156

157

158

159

0160

SIGHT + MIND

+ L E A Q I N YA N G L I

+

P R OJ E C T

No.

+

MFA + THESIS 09

+

09

00 01 02 03 04 05

09 09

project that is a culmination of over a year’s worth of research and work.

This thesis is a chance for a designer to take on multiple roles within a single

07

+

Unlike any other project within the program, the MFA thesis is a special

06

A BOU T ∕

project. It starts out by our choosing a problem to solve through design, solution that is both conceptually and visually proficient. This project should

08

followed by conducting extensive research and then finally delivering a robust demonstrate a range of design sills including conceptual thinking, audience

∞

MFA T HE SIS - ACT IO

=

+

of active design.

09

analysis with user testing, and tracking of a real world problem via execution

+ I N ST RU C TO R : P H I L H A M L E T T, J E R E M Y S T O U T, B O B S L O T E , H U N T E R W I M M E R 0161

162

SIGHT + MIND

+ L E A Q I N YA N G L I

+

P R OJ E C T

No.

+

OFFICE + HEALTH 09

+

09

00 01 02 03 04 05

We are all behind the computers for most of the day, many office computer

06

OBJECT I V E ∕

users are now inactive for as much as 15 hours per day. Those hours consume 07

the major part of a person’s life. As one sufferer with serious low back pain, I see people around myself with more or less have office related health problems; I decided to solve this problem by using my graphic design skills.

08

A P P ROAC H ∕

=

∞

product, packaging, branding and a website.

MFA T HE SIS - ACT IO

09

to work in front of the computer for long hours. The system includes an App,

+

+

My goal is to bring about positive behavioral changes in office workers who need

09

09

Actio, is a motivational system preventing for office related health problems.

+ I N ST RU C TO R : P H I L H A M L E T T, J E R E M Y S T O U T, B O B S L O T E , H U N T E R W I M M E R 163

164

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

165

166

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

167

168

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

169

170

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

171

172

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

173

174

175

176

SIGHT + MIND

+ L E A Q I N YA N G L I

+

3

3.2

3.38

+

R3.6

P R OJ E C T

R5.6

20

R0.05

1.8

A

+

R1

0.72

00

R6

A

01

1.90

02

30

03 04 05 06 07 08 09

+ MFA T HE SIS - ACT IO

20

3.38

R0.05

1.8

0.72

3 2.80 0.20

R1 SECTION A-A SCALE 1 : 1

4

2

3 20

3.38

1.8

0.72

3 2.80 0.20

177

R1

178

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

179

180

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

181

182

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

183

184

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

185

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ MFA T HE SIS - ACT IO

188

189

190

SIGHT + MIND

+ L E A Q I N YA N G L I

+

+

THANK + YOU No. 00

+

00

00 01 02 03 04 05

Thank you to my dad, mom, sister, brother and baby niece Chloe for endless

06

FA M I LY ∕

love. I wouldn't be where I am now without your support. Thank you alway

Thank you to all my friends for believing in me and inspired me.

I N S T RU C T O R S ∕

Thank you to my instructors who teaching, inspiring, and encouraging

08

FRIENDS ∕

07

be there with me.

Michael Kilgore, David Hake, Andrew Loesel, Kathrin Blatter, Irina Blok, Jeremy Stout. Thank you to Mary Scott, Phillip Hamlett, who helped me complete this journey. Special thanks to Hunter Wimmer, who helped, guided and support me from the begging until now. Your helps meant a lot to me.

Thank you again to all my instructors, you all bring out better me. 感谢 ∕

爸爸，妈妈，姐姐和弟弟，还有我们家可爱的多多。谢谢 你们，你们的爱是

∞

支持我走到今天的所有动力。

+

∞

也谢谢自己为自己真正付出过。 谢谢所有我爱的人。 还有谢谢 你。

=

∞

+

Thomas McNulty, Amir Bahadori, Anthony Jagoda, Shel Perkins, Bob Slote,

09

me during my graduate school life. I will never forget you all. Many thanks to :

LEA + QINYANG LI =

∞

GR APHIC DESIGNER / UI DESIGNER /

=

PHONE /

(+1) 415.602.1229

EMAIL /

leali1220@gmail.com

WEBSITE /

www.qinyangli.com

∞

TITLE ∕

D E PA R T M E N T ∕

SCHOOL ∕

Sight + Mind

Graphic Design

Academy of Art University

PHOTOGR APH Y ∕

I N S T RU C T O R ∕

T Y P E FAC E ∕

Lea Qinyang Li

Mary Scott

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