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

SIGHT + MIND =

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M F A P O RT F O L IO 12 + 20

Selected works of 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 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 09

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The project is to choose a subject of choice and express it conceptually through experimental typography. Final deliverable is in the form of

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OBJECT I V E ∕

two posters.

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

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

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

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MILK + INK

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P ROJ E C T 01 ∕

COURSE ∕

SEMESTER ∕

Milk & Ink Experimental Type

Type Experiments

Spring 2014

Irina Blok

ELEMENTS ∕ — Branding + Typography — UI Design

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+ Photography

4 Weeks P R OJ E C T

+ Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

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+ Poster

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REALITY + NIGHTMARE 09

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Create an imaginary film festival for a chosen movie director. Extract a theme that ties together all of the director’s selected movies and create

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a cohesive visual system through a variety of deliverables.

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Empire (2006). All visual execution was based on the thread “People hide behind twisted secrets to escape reality and overcome their inner destructive desires, but in the end, they have to face the truth and consequences in order to achieve

with 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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RE ALIT Y + NIGHTMARE

together the mysterious stor ytelling of all of his films. I use mostly black

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inner peace.” The title for the film festival is Distorted Reflections and pulls

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films: Blue Velvet (1986) , Lost Highway (1996), Mulholland Drive (2001), Inland

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

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P ROJ E C T 02 ∕

COURSE ∕

SEMESTER ∕

David Lynch Film Festival

Integrated Communications

Spring 2014

Hunter Wimmer

ELEMENTS ∕ + Branding + Typography + Web Design

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+ Photography

15 Weeks P R OJ E C T

+ Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

+ Packaging 00

+ Ads

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Hidden desires revealed in the perverse world of David Lynch

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Hidden desires revealed in the perverse world of David Lynch

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Hidden desires revealed in the perverse world of David Lynch

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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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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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PAINT + GEOMETRY 09

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The project is to create a paint packaging system and kit for a sustainable latex powder paint using environmentally friendly materials derived from sustainable

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OBJECT I V E ∕

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

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

packaging design in the box shape and graphics.

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PA IN T + GEOME T R Y

architectural style, which is geometric. Thus, I bring this element into the

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design is for his limited collection. This packaging structure is inspired by his

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

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and the soul of the brand.

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P ROJ E C T 03 ∕

COURSE ∕

SEMESTER ∕

Santiago Calatrava Sustainable

Packaging 2

Fall 2014

Powder Mixed Latex House Paints

Thomas McNulty

ELEMENTS ∕ — Branding + Typography — Web Design

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— Photography

6 Weeks P R OJ E C T

+ Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

+ Packaging 00

— UI Design

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WOMEN + POTENTIAL 09

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The project is to find a dead, defunct or dying brand and breathe new life into it. The brand can be repositioned outside of where it presently appears with

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the condition that it does not lose its core business. As a deliverable, students 07

were asked to provide a comprehensive brand standards guide for the newly redesigned brand.

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and enrich their lives; it provides women with open-ended potential to achieve personal and financial success. But times change, and the company needs statement is “empower 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

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logo has a graceful shape to create the letters “Mk”in elegant gold to represent

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the feminine personality 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.

WOMEN + POTENTIAL

to stay in the forefront. Keeping with the soul of the brand, the new mission

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for cosmetics and skin care. It empowers women to follow their dreams 09

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

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P ROJ E C T 04 ∕

COURSE ∕

SEMESTER ∕

Mary Kay Re-branding

Nature of Identity

Fall 2014

Hunter Wimmer

ELEMENTS ∕ + Branding + Typography — UI Design

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+ Logo

15 Weeks P R OJ E C T

— Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

— Packaging 00

+ VI system

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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

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07. Personal Assistant 08. Personal Financial Management

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Mental

services

product

experience and event

education

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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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DANCE + GROTESQUE 09

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Create a 12-page type specimen book to promote provided typefaces by Monotype Imaging. Generate an effective communication style such as

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OBJECT I V E ∕

story-telling to promote the chosen typeface in a limited number of pages.

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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

on Grotesque. I use bright color and a dynamic layout to convey a sense of the fascinating and joyful, as well as the lively and playful.

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give more and more younger generation graphic designers a new perspective

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weight and bring out the playful personality of Grotesque. My goal is to

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This updating of Berthold’s Ideal Grotesque was supervised at Monotype

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

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P ROJ E C T 05 ∕

COURSE ∕

SEMESTER ∕

Monotype Grotesque

Type Composition

Spring 2013

A Promotional Type-Specimen Book

Andrew Loesel

ELEMENTS ∕ + Print + Typography — UI Design

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— Photography

3 Weeks P R OJ E C T

— Web design

TIME FRAME ∕

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I N S T RU C T O R ∕

— Packaging 00

— Poster

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GLASS + PROTECTION 09

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Engineer sustainable packaging for multiple units of breakable items.

Consider shipping, shelving and display in retail stores.

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main 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, the packaging must use materials that appear beautiful yet are

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white to design the packaging. It fits well in Crate and Barrel retail stores, and makes it convenient for shoppers to grab the $52 four glass set.

GL A SS + PROTECTION

are attractive and durable. I kept Crate and Barrel’s visual system black and

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waste, as well as pack the uniquely crafted products with smart structures that

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durable, and appeal to an Eco-friendly audience. I also explored to use of new materials that made from biodegradable and renewable sources that reduce

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

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P ROJ E C T 06 ∕

COURSE ∕

SEMESTER ∕

Crate and Barrel

Packaging 2

Fall 2014

Four Glass Packaging Set

Thomas McNulty

ELEMENTS ∕ — Branding + Typography — UI Design

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— Photography

6 Weeks

P R OJ E C T

+ Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

+ Packaging 00

+ Laser Cutting

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FOOD + TIME 09

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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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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.

experience fun.

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

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

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go to a restaurant. In San Francisco, most restaurants would give customers

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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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P ROJ E C T 07 ∕

COURSE ∕

SEMESTER ∕

Food Hound

Nature of Interaction

Fall 2014

UI Design

Amir Bahadori

ELEMENTS ∕ — Branding + Typography — Web Design

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— Photography

6 Weeks P R OJ E C T

+ UI Design

TIME FRAME ∕

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I N S T RU C T O R ∕

— Packaging 00

— Print

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FASHION + COLOR 09

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The goal of this project was to redesign a magazine of choice in a new way 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 interesting layouts. I used fashion elements combined with type to make this

its usefulness in regards to readability.

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FA SHION + COLOR

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

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

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

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P ROJ E C T 08 ∕

COURSE ∕

SEMESTER ∕

W Magazine Re-design

Type Experiments

Spring 2014

Irina Blok

ELEMENTS ∕ — Branding + Typography — UI Design

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+ Photography

6 Weeks P R OJ E C T

+ Handmade Process

TIME FRAME ∕

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I N S T RU C T O R ∕

— Packaging 00

+ Print Book

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+ FA SHION + COLOR 0147

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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

+ 00

01

02

03

04

05

06

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09

+ FA SHION + COLOR

0149

0150

0151

0152

SIGHT + MIND

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

+

+ P R OJ E C T

+ 00

01

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+ FA SHION + COLOR

0153

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+ P R OJ E C T

+ 00

01

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+ FA SHION + COLOR

0155

0157

0158

0159

0160

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

+ M F A T H E S I S - O F F I C E + H E A LT H

M FA T H E S I S ∕

Unlike any other project within the program, the MFA thesis is a special 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 project. It starts out by our choosing a problem to solve through design, followed by conducting extensive research and then finally delivering a robust solution that is both conceptually and visually proficient. This project should demonstrate a range of design sills including conceptual thinking, audience analysis with user testing, and tracking of a real world problem via execution of active design.

=

∞

0161

0162

SIGHT + MIND

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

+

09

P R OJ E C T

No.

+

OFFICE + HEALTH 09

+ 00 01 02 03 04 05

We are all behind the computers for most of the day, many office computer users are now inactive for as much as 15 hours per day. Those hours consume

06

OBJECT I V E ∕

the major part of a person’s life. As one sufferer with serious low back pain, 07

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 ∕

09

∞

product, packaging, branding and a website.

M F A T H E S I S - O F F I C E + H E A LT H

=

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.

0163

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

+ SIGHT + MIND 0164

P ROJ E C T 04 ∕

COURSE ∕

SEMESTER ∕

Actio

MFA Thesis

Spring 2014 -Fall 2015

A motivational system preventing for office related health problems.

ELEMENTS ∕ + Branding

Jeremy Stout

+ Research

Bob Slote

+ UX /UI Design

Hunter Wimmer

+ Packaging

45 Weeks

+

+ User Testing

TIME FRAME ∕

P R OJ E C T

Phil Hamlett

+

I N S T RU C T O R ∕

+ 3d Model Design 00

+ Print

01 02 03 04 05 06 07 08 09

+ M F A T H E S I S - O F F I C E + H E A LT H 0165

0166

SIGHT + MIND

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

+

+ P R OJ E C T + 00 01 02

0:00 PM

0:00 PM

0:00 PM

0:00 PM

January Cui Tubuli nomen odio

Cui Tubuli

M

T

W

T

F

S

26

27

28

29

30

1

2

graphicburger graphicburger

03

S

graphicburger

LOGIN TO YOUR ACCOUNT Cui Tubuli nomen odio

3

4

5

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31

1

2

3

4

5

6

How many minutes would you like to walk today?

04

youremail@mail.com password

graphicburger Forgot Password?

LOGIN

Cui Tubuli nomen odio

05

Login With Facebook

Create Account

06 07

0:00 PM

Statistics Cui Tubuli nomen odio

0:00 PM

0:00 PM

Chat

Settings

Lorem ipsum dolor sit ametv.

Accounting

Swipe down to erspiciatis unde omnis iste natus error sit voluptatem accusantium

Monday 3:56 PM

26

27

28

29

30

1

2 Nor again is there anyone who loves or pursues or desires.

09

Quod cognitum non habet TrafďŹ c

08

0:00 PM

Dissensio

Monday 3:57 PM

Piso magna dissensio Visits

Honeste Et harum quidem rerum facilis est et pedita distinctio. Nam libero tempore.

Tubuli nomen

Monday 3:56 PM

Send

On

+

Lorem ipsu|

Possenon

Possenon Possenon

graphic burger design graphic burger design

Possenon Non posse honeste vivi Acces

Possenon

Off

M F A T H E S I S - O F F I C E + H E A LT H

Dissensio graphic burger design

0167

0168

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

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09

+ M F A T H E S I S - O F F I C E + H E A LT H

0169

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SIGHT + MIND

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

+

+ P R OJ E C T

+ 00

01

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09

+ M F A T H E S I S - O F F I C E + H E A LT H

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SIGHT + MIND

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

+

+ P R OJ E C T

+ 00

01

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04

05

06

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09

+ M F A T H E S I S - O F F I C E + H E A LT H

0173

0174

+ P R OJ E C T

+ 00

01

02

03

04

05

06

07

08

09

+ M F A T H E S I S - O F F I C E + H E A LT H

0175

0176

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

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09

+ M F A T H E S I S - O F F I C E + H E A LT H

0177

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SIGHT + MIND

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

+

+ P R OJ E C T

+ 00

01

02

03

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05

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09

+ M F A T H E S I S - O F F I C E + H E A LT H

0179

0180

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

+ M F A T H E S I S - O F F I C E + H E A LT H

0181

0182

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

+ M F A T H E S I S - O F F I C E + H E A LT H

0183

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

+ M F A T H E S I S - O F F I C E + H E A LT H

0186

0187

0188

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

06

FA M I LY ∕

be there with me.

07

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

+

Michael Kilgore, David Hake, Andrew Loesel, Kathrin Blatter, Irina Blok, Thomas McNulty, Amir Bahadori, Anthony Jagoda, Shel Perkins, Bob Slote,

+

∞

me during my graduate school life. I will never forget you all. Many thanks to : 09

∞

08

FRIENDS ∕

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.

=

∞

0189

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

+ SIGHT + MIND

TITLE ∕

SCHOOL ∕

T Y P E FAC E ∕

Sight + Mind

Academy of Art University

Din, Perpetua Std,

D E PA R T M E N T ∕ Graphic Design I N S T RU C T O R ∕ Mary Scott

B I N D E RY ∕

S O F T WA R E ∕

Lea Qinyang Li

The Key Printing & Binding

Adobe CC 2015

+

PHOTOGR APH Y ∕

PR I NTER/ Giant horse Printing +

100LB Finch Fine Text

00

PA P E R /

01 02 03 04 05 06 07 08 09

+

LEA + QINYANG LI

=

PHONE /

(+1) 415.602.1229

EMAIL /

leali1220@gmail.com

WEBSITE /

www.qinyangli.com

∞

© 2015 all rights reserved. No part of this publication can be reproduced without express permission from Lea Qinyang Li.