Quentin Li Portfolio V.0

PORTFOLIO_

THE VOYAGE OF DISCOVERY / HONG KUAN (quentin) LI / GRAPHIC DESIGNER / VISUAL COMMUNICATOR ///////////////////////////////////////////////

PORTFOLIO_

THE VOYAGE OF DISCOVERY / HONG KUAN (quentin) LI / GRAPHIC DESIGNER / VISUAL COMMUNICATOR ///////////////////////////////////////////////

COLOPHON Copyright © 2013, Hong Kuan “Quentin” Li Phone: +886_953_966_681 E-mail: quentinli1130@gmail.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the written permission of Hong Kuan (Quentin) Li. School_Academy of Art University School of Graphic Design ⁄ 79 New Montgomery Street ⁄ San Francisco ⁄ CA 94105 PRINTER

Imagink Copy Services ⁄ 354 Sansome St. ⁄ San Francisco ⁄ CA 94104 ⁄ 415_788_2665

BINDERY

Imagink Copy Services ⁄ 354 Sansome St. ⁄ San Francisco ⁄ CA 94104 ⁄ 415_788_2665

PHOTOGRAPHY CAMERA TITLE OF BOOK

Shu Yu Lin Canon 50D ⁄ 24 –70mm F2.8 Lens The Voyage of Discovery

COVER STOCK

32 lb. 120 gsm Matte

TEXT STOCK

45 lb. 165 gsm Matte

TYPOGRAPHY

Joanna MT Std ⁄ Scala Sans

TECHNOLOGY

Adobe Creative Suite CS 6

PORTFOLIO_

THE VOYAGE OF DISCOVERY / HONG KUAN (quentin) LI / GRAPHIC DESIGNER / VISUAL COMMUNICATOR ///////////////////////////////////////////////

THE VOYAGE OF DISCOVERY

Graphic design is all about solving various problems.

HONG KUAN (quentin) LI

BOOK CONCEPT

SUMMER 2013

THE VOYAGE OF DISCOVERY CONCEPT /

This is an era of information bombardment, and things are changing all the time. Being a graphic designer is like walking in a tortuous road of discovery, and trying to find the best way to get the destination.

Having an ability of thinking and discovering plays a significant role in design field, in order to provide the best solution to our audiences. I enjoy every challenge on the road of discovery. On the other hand, these challenges mean different opportunities and possibilities.

THE VOYAGE OF DISCOVERY is about the knowledge and the ability that gained through discover things in various aspects, and keep looking, discovering, and learning from the thinking process.

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TABLE OF CONTENTS HONG KUAN (quentin) LI

TABLE OF CONTENTS

SUMMER 2013

BOOK PROJECTS_ 06 09 11 12 15 18

SIDE EFFECTS OF ORGANIC FOOD DELVING DEEP INTO THE DREAMS NUMBERS FASHION STATEMENT HERE • THERE COFFEE TIP-INS FOR COOKING LIGHT MAG

21 25 30 32 36 38

WATER USE IN COFFEE PRODUCTION THE GAME OF JACKS BADLAM PLAGUE EQ HOUSE HAPPY SPRING

41 47 55

VOLKSWAGEN BEETLE WEBSITE ORGANIC PASTURES RAW MILK DARK GOLD FINE CHOCOLATE

POSTER PROJECTS_

BRANDING PROJECTS_

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BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE CLARENDON

M90 Y100 C12 M11 Y19 C50 M70 Y66 K53 C69 M26 Y94 K9

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE HELVETICA

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄01.

SIDE EFFECTS OF ORGANIC FOOD analysed / authoritative / communicated / educational / engaged / introspective / investigated / relative

HONG KUAN (quentin) LI

DELIVERABLES

Printable Book / Invitation Card

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

OBJECTIVE /

SOLUTION /

It was a four-months project. The final deliverable was to design a book based on our observations, experimentations and research findings. The project placed an emphasis on creative process development.

The book was a visual and written distillation of a four-months work.

This project had the great potential for successful development of MFA thesis project, and produced something that makes a significant contribution to the world of design.

In essence, we would by synthesizing and integrating all of our creative and academic investigation into a compelling visual presentation and corresponding artifact.

To distill all of our research, lab assignments, insights, and work to data into the book.

The topic I chose for the project was “Side Effects of Organic Food.”

I believe that once organic food became industrialized, it created various problems.

Organic products have some advantages, but how to eat better doesn’t mean everything has to be organic. It’s about how to choose foods correctly, and to spend money on the right products. It is important for consumers to have better understanding about organic food industry.

This specific project conveyed an idea that is to let customers have an ability to choose the food wisely.

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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HONG KUAN (quentin) LI

BOOK PROJECTS

SIDE EFFECTS OF ORGANIC FOOD

FALL 2012

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BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE ITC GARAMOND

C29 M16 Y8 C64 M48 Y34 k7 C82 M69 Y53 K53

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE SCALA SANS

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄02.

DELVING DEEP INTO THE DREAMS contrastive / fantastical / imaginative / irrational / melancholic / memorable / mysterious / prophetic / subconscious / transcendental HONG KUAN (quentin) LI

DELIVERABLES

Printable Book

DELVING DEEP INTO THE DREAMS

SPRING 2013

OBJECTIVE /

SOLUTION /

This project was a large undertaking of extensive research, writing, image gathering and of course design. We were mentally and physically recording things that we see, hear, touch and smell and then finding a concept, writing down the content for designing a book.

Dreams represent subconsciousness, and are part of our personality were a solid overarching concept that I was trying to convey to the reader.

The look anf feel of this book was entirely up to ourselves but should reflect a central theme that we developed on our observations.

There are many possibilities inside dreams; thereofre, I decided to make the layout dynamic by utilizing blurred photographs, reconstructing images, and combining images with typography. In addition, I chose greyish blue, and grey as the main tone of the book, as they expressed a mysterious visual impact to the readers.

My topic was “Dreams,” since many of my inspirations come from my dreams, especially on imaginary part. This book is about why do people dream, the meaning of dreams, and various details of dreams.

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BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

â&#x2C6;&#x2022;

028 029

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HONG KUAN (quentin) LI

BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

â&#x2C6;&#x2022;

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HONG KUAN (quentin) LI

BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

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HONG KUAN (quentin) LI

BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

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HONG KUAN (quentin) LI

BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

â&#x2C6;&#x2022;

01 02

THE VOYAGE OF DISCOVERY

HONG KUAN (quentin) LI

BOOK PROJECTS

DELVING DEEP INTO THE DREAMS

SPRING 2013

â&#x2C6;&#x2022;

01 02

THE VOYAGE OF DISCOVERY

BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE ROCKWELL

K25 C53 M36 Y10 C66 M16 Y49 C33 M38 Y2 M17 Y86 C1 M71 Y76 K75 K100

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE AVENIR LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄03.

NUMBERS astrologic / divinatory / geometric / historic / infinite / mystical / paranormal / rational / respective

HONG KUAN (quentin) LI

DELIVERABLES

Printable Book

NUMBERS

FALL 2011

OBJECTIVE /

SOLUTION /

To design a text heavy book by choosing our own topic. The book was required having all the content taht a book has, such as table of contents, chapter openers, running heads, and so on. “NUMBERS” was the topic of this project, since they appear everywhere in our lives, and play an important role in our soceity and history. Moreover, readers could see the beauty of numbers in various typefaces and have better understanding about numbers by reading this book.

Effectively synthesize form and content to convey complext ideas. Colors was a great way for distinguishing different chapters.

Added inkjet translucent vellum for creating more contrasts between chapter openers and body texts. Produced work demonstrating aesthetics by playing around with various numbers in different proportions, typefaces, and deconstructing numbers.

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

044

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

â&#x2C6;&#x2022;

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

NUMBERS

FALL 2011

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BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE ADOBE GARAMOND PRO

C24 M2 Y59 C29 M25 Y25 C2 M79 Y98 C93 M66 Y52 K11 C49 M41 Y38 K4

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE CHALET COMPRIME

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄04.

FASHION STATEMENT androgynous / distinctive / esquisite / expressive / fashion-forward / noble / prevailing / versatile

HONG KUAN (quentin) LI

DELIVERABLES

Printable Book

FASHION STATEMENT

SPRING 2011

OBJECTIVE /

SOLUTION /

For this project, we picked a book from our choosing, to redesign. The book should has large images, and all the necessary components, such as text, captions, titles, subtitles, etc.

The original book was text heavy, and needed more room for the text to breath.

It lacked for clear breakers on distinguishing each chapter. The color palette was not fashionable enough. Moreover, the imagery was not cohesive.

The book that I chose for the project was “Fashion Statement” by Francesca Alfano Miglietti. Redesign requirements were cover, spine, back, full title page, table of content, introduction, chapter opener, two text and image spreads, two mostly image spreads, and two mostly text spreads.

Each color is meaningful, especially in design fields. Greenish noble blue was working with bright orange, and creating the feeling of luxury, classic, and young. They could catch people’s eyes immediately. Moreover, I kept the layout as simple as possible for the better readability. Imagery worked as a set by reedited it for providing a stronger visual impact into the book.

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HONG KUAN (quentin) LI

BOOK PROJECTS

FASHION STATEMENT

SPRING 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

FASHION STATEMENT

SPRING 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

FASHION STATEMENT

SPRING 2011

064

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HONG KUAN (quentin) LI

BOOK PROJECTS

FASHION STATEMENT

SPRING 2011

066

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BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE TIMES

C55 M11 C5 M23 Y89 C36 M82 Y67 K1 C16 M31 Y21 K100

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“” SECONDARY TYPEFACE KNOCKOUT HTF72

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄05.

HERE • THERE imaginary / lunatic / personal / reminiscence / romantic / sentimental / surreal / tragical

HONG KUAN (quentin) LI

DELIVERABLES

Catalog Book

HERE • THERE

SPRING 2011

OBJECTIVE /

SOLUTION /

To select an idea, and then developed it become the focus of a story which we wrote.

To created a visual catalog book. The content of the book was about the thing we have selected. The narration was to be predominantly controlled by the arrangement of the images. The telling of the visual story must be supported by a creative use of text.

There is a paradise.

However, no one has ever gone into there.

Your soul will fly to the sky, after you died.

It becomes the rain and falls from the sky, after hit the cloud.

Therefore, no one has ever seen the paradise.

I took the inspiration from a japanese film, claaed “Swallowtail Butterfly,” and then developed it with my personal experience.

It was a beautiful tragedy which is full of madness, imagination, and despair. I took my inspiration from surrealism and expressed a sorrowful, and depressed feel to the reader.

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HONG KUAN (quentin) LI

BOOK PROJECTS

HERE • THERE

SPRING 2011

∕

070 071

THE VOYAGE OF DISCOVERY

HONG KUAN (quentin) LI

BOOK PROJECTS

HERE • THERE

SPRING 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

HERE • THERE

SPRING 2011

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HONG KUAN (quentin) LI

BOOK PROJECTS

HERE • THERE

SPRING 2011

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BOOK PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE ROCKWELL

C8 M16 Y52 C12 M16 Y29 C10 M51 Y76 C58 M46 Y93 K3 C49 M73 Y100 K13 C56 M67 Y100 K20 C52 M90 Y95 K31

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE AVENIR LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄06.

COFFEE TIP‐INS FOR COOKING LIGHT MAG bold / carry-on / consistent / warm

HONG KUAN (quentin) LI

DELIVERABLES

Tip-in

COFFEE TIP-INS FOR COOKING LIGHT MAGAZINE

SPRING 2012

OBJECTIVE /

SOLUTION /

To produce work demonstrating mature design skills and aesthetics, make effective typographic choices for the project, and demonstrate attention to detail.

To put an amount of text into a small tipin was a big challenge in this porject. To distribute each section by utilizing graphic elements with nice font size contrasts, and to keep readability. The similar color tone and illustration style provided a room for tip-ins to stand out as a set.

Design a series of three brochures. They all need to have some grounding elements to tie them all together. Each front cover design should reflect the essence of the brochure, giving the reader a hint of the brochure, and provide consistency.

Coffee is a popular drink in the world, and it is tasty. In order to get this point across, I chose to design covers by combining the illustration and typography. Moreover, the illustratiosn on covers created a positive first impression and was a hook to guide the reader into the content.

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HONG KUAN (quentin) LI

BOOK PROJECTS

COFFEE TIP-INS FOR COOKING LIGHT MAGAZINE

SPRING 2012

080

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HONG KUAN (quentin) LI

BOOK PROJECTS

COFFEE TIP-INS FOR COOKING LIGHT MAGAZINE

SPRING 2012

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BOOK PROJECTS

USE IT /

TASTE IT /

HONG KUAN (quentin) LI

COFFEE TIP-INS FOR COOKING LIGHT MAGAZINE

SPRING 2012

MAKE IT /

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POSTER PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE CLARENDON HEAVY BT

C7 M12 Y18 C55 M15 Y15 C47 Y90 K20 C45 M17 K35 C22 M49 Y81 K4 C40 M78 Y100 K4 C27 Y71 K90 K18 C30 M67 Y95 K20 C45 M60 Y100 K40 C38 M71 Y100 K41

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%&*(),./;´<>?:“”

SECONDARY TYPEFACE UNIVERS LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄07.

WATER USE IN COFFEE PRODUCTION authoritative / contrastive / explorative / hierarchical / informative / integrated / interesting / objective / plain / understandable / visualized HONG KUAN (quentin) LI

DELIVERABLES

Infographic Poster

WATER USE IN COFFEE PRODUCTION

SPRING 2012

OBJECTIVE /

SOLUTION /

As a part of design process. This project focused on effectively present the result of the beginning step and created a poster by using a unique way to engage an intended audience. In addition, the project requested a lot of conceptual skills, and conceived ideas that solve problems, recognizing designâ&#x20AC;&#x2122;s large role.

In this porject, a mark, a symbol or visual element standed for quantitative information. Color, size and shape provided the qualitative aspect. I used text as labels and for short explanations to make the data useful and applied four colors which work as a set into four systems. It helped the audience see information in easier ways.

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⁄ Brainstorming Board

HONG KUAN (quentin) LI

POSTER PROJECTS

WATER USE IN COFFEE PRODUCTION

SPRING 2012

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POSTER PROJECTS

OBJECTIVE /

SOLUTION /

The infographic is a visual representation of information, data or knowledge. In an infographic, a mark, a symbol or visual element typically stands for quantitative information.

Color, size and shape usually provide the qualitative aspect. Infographics use text as labels and for short explanations to make the data useful.

In this poster, texts, and illustration were given visual order through placement and consistent styling in order to create a nice hierarchy and visual balance.

In this porject, I designed an infographic poster based on a huge amount of information, data, and created a work of visual compelling with great hierarchy.

HONG KUAN (quentin) LI

The central water drop with information inside of it provided a great way to visualize contents that would be hard to understand when reading. Various containers on the bottom were secondary information and added an extra layer to the poster. As readersâ&#x20AC;&#x2122; eyes concentrate to the lower part of image; therefore, the information can be automatically reconfigured into the top part of the poster.

WATER USE IN COFFEE PRODUCTION

SPRING 2012

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⁄ Computer Roughs and Refinements

HONG KUAN (quentin) LI

POSTER PROJECTS

⁄ Final Result

WATER USE IN COFFEE PRODUCTION

SPRING 2012

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POSTER PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE BERKELEY

C82 M30 Y53 C80 Y35 K27 C8 M68 Y86 C3 M77 Y54 C6 M93 Y74 K20

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 ! @ # $ % ^ & * ( ) , . / ; ¬ < > ? : ™∫

SECONDARY TYPEFACE AVENIR LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄08.

THE GAME OF JACKS dynamic / incorporated / manageable / statistical

HONG KUAN (quentin) LI

DELIVERABLES

Infographic Poster

THE GAME OF JACKS

SPRING 2012

OBJECTIVE /

SOLUTION /

Four people played the game of jacks. Each player recorded each competitorâ&#x20AC;&#x2122;s score, emotion, and every detail of the game. We tried to figure out some ways of looking at the experience of playing jacks. It was an event which has a timeframe, participants, goals, a score, etc.

In this project, the way to designing an infographic poster is to figure out all the angles, to observe, find the connections, then execute with pin-point accuracy.

Came up with observations that include data and then present this information visually by designing an inforgraphic poster.

The information we processed by researching the history, techniques, and other interesting tidbits about jacks.

After receiving all the information of the game, I realized that it is a good way for using a round shape as the main concept of the poster, as we used a ball to earn scores in this game. Each circle represents a round of the game. In addition, I added some gradient colors for letting the poster looks more dynamic.

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HONG KUAN (quentin) LI

POSTER PROJECTS

THE GAME OF JACKS

SPRING 2012

096

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POSTER PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE UNIVERS LT STD

K0 K100

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄09.

BEDLAM expressive / frustrated / inspired / negative / paranoid / repeating / stressful

HONG KUAN (quentin) LI

DELIVERABLES

Poster

BADLAM

FALL 2012

OBJECTIVE /

SOLUTION /

To pick one word to base our experiment on.

To consider what meaning that the word has in the literal sense as well as the abstract or “slang” context and designd a poster to portary that meaning. The poster should be black and white only. The word I chose was “bedlam.”

I took my inspiration from the movie “Pi,” which a 1998 American surrealist psychological thriller film written and directed by Darren Aronofsky. I expressed the mental chaos of a mathematician by utilizing various mathematical symbols come from his brain.

The skull is eternal, and means this trouble will happen again and again.

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⁄ The First Computer Rough

HONG KUAN (quentin) LI

POSTER PROJECTS

⁄ Revised

⁄ Final Result

BADLAM

FALL 2012

â&#x2C6;&#x2022;

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POSTER PROJECTS

PRIMARY TYPEFACE

COLOR PALETTE

ROTIS SEMI SERIF STD

K0 K20 C64 M57 Y53 K29 K100

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE ROTIS SEMI SANS STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄10.

PLAGUE epidemic / experimental / obscure / pathetic / robotistic / sophisticated / typographic

HONG KUAN (quentin) LI

DELIVERABLES

Poster / Font Design

PLAGUE

FALL 2012

OBJECTIVE /

SOLUTION /

To develop a rationale for interpreting a piece of music through typography, imagery and layout. Once the piece of music was chosen we needed to write down, gather, and research every idea, emotion, metaphor and visual that we associated with the song. The song I picked was “Plague” by a Canadian electronic experimental band Crystal Castles.

The main idea of the poster was to create a feeling of something nagative spreads slowly. I kept the imagery black and white and utilized fabrics for creating dimentional design solutions. The graphic elements and images created a high contrast. Moreover, the geometric graphic elements are rational.

On the other hand, the images inside of them are irrational. In addition, I hand drew a pattern to fit the spirit of the song, and created some contrast between the image and the illustration.

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POSTER PROJECTS

PLAGUE

FALL 2012

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POSTER PROJECTS

OBJECTIVE /

SOLUTION /

A poster designed by presenting an idea of technology abuse in nowadays. People are depending on modern technology very much in this era of information bombardment. The way people behave and think has been changed by technology. People seem to forget treating nature kindly while they are pursuing the higher technology for their lives. Technology became a plague caused various troubles.

Inspired by the song â&#x20AC;&#x153;Plagueâ&#x20AC;? by Crystal Castle, and designed a font (six letters) for creating a technical feel by using various graphic elements. These elements are basic geometric shapes, since technology came from a easy start, then been built up step by step.

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PLAGUE

FALL 2012

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POSTER PROJECTS

PLAGUE

FALL 2012

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POSTER PROJECTS

PRIMARY TYPEFACE

COLOR PALETTE

FUTURA STD

K0 C12 M8 Y8 M67 Y66

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄11.

EQ HOUSE abstract / attractive / deconstructive / pleasant

HONG KUAN (quentin) LI

DELIVERABLES

Poster

EQ HOUSE

SUMMER 2011

OBJECTIVE /

SOLUTION /

To develop the skill of deconstruction and communicate with target audiences by designing a piece of poster for the “EQ House,” a design studio located in San Francisco.

It is always important to think things in a different perspective. I took a chance and let my creativity flourish by taking the inspirations from deconstructionism and abstractionism.

The audience’s first impression was changed by seeing something they do not understand in the beginning. “Thinking outside of box” was the feel I created, and it was the spirit of EQ house design studio. The risk is great, but the reward is even greater.

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POSTER PROJECTS

EQ HOUSE

SUMMER 2011

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POSTER PROJECTS

PRIMARY TYPEFACE

COLOR PALETTE

BAUER BODONI

C55 Y30 K75

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE FUTURA STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄12.

HAPPY SPRING aesthetic / blooming / compelling / elegant / emotional / feminine / poetic / prosperous / sophisticated / vivid

HONG KUAN (quentin) LI

DELIVERABLES

Poster

HAPPY SPRING

WINTER 2012

OBJECTIVE /

SOLUTION /

To interpret something we see and then design a piece of poster based on it. The thing we found should be visually compelling. After choosing the image we needed to create graphic elements to enhance the visual mood of the moment we were trying to convey.

In my viewpoint, spring is infinite, elegant, and feminine. As a background, grey is hopeless, depression, and cold. It is opposite to the green. The flowers come from the legs represent the illimitable possiblity. They express a new beginning, and a new life.

In this project, I tried to catch the feeling of spring. What does spring mean, and what differentiates it and summer, fall, and winter.

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HONG KUAN (quentin) LI

POSTER PROJECTS

HAPPY SPRING

WINTER 2012

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BRANDING PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE VAG ROUNDED STD

C15 M89 Y100 K5 C80 M28 Y28 K1 C65 M34 Y60 K11

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE AMERICAN TYPEWRITER

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄13.

VOLKSWAGEN BEETLE WEBSITE clean / creative / edgy / grided / industrial-looking / retro / simple / swiss-style / vogue

HONG KUAN (quentin) LI

DELIVERABLES

Logo Identity / Website

THE VOLKSWAGEN BEETLE WEBSITE

SPRING 2012

OBJECTIVE /

SOLUTION /

To design a site and a logo with the name of a 1970’s car. This was a great era for cars.

The 70’s had some great lines and styling.

The colors and times were cool.

Simple, clean, and easy to understand was the main idea about the logo. I took the inspiration from the outline of VW Beetle.

You can see the shape of VW Beetle if you see the logo horizontally. Lowercase “b” represents VW Beetle, and demostrated it as a road, which means VW Beetle can drive you to anywhere you want to be.

My choice was Volkswagen Beetle, which is one of the most famous car in the automobile history.

On the website, I found various VW Beetle images, historic photographs, and used retro colors go through the website, since they fitted the spirit of VW Beetle perfectly.

Moreover, I kept the layout as clean as possible, as these automobiles are already an art. I wanted created enough space for letting these beautiful vehicles speak for themselves. “Less is more,” and Swiss design played an important role while I was designing the website.

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BRANDING PROJECTS

THE VOLKSWAGEN BEETLE WEBSITE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

THE VOLKSWAGEN BEETLE WEBSITE

SPRING 2012

Beetle

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HONG KUAN (quentin) LI

BRANDING PROJECTS

THE VOLKSWAGEN BEETLE WEBSITE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

THE VOLKSWAGEN BEETLE WEBSITE

SPRING 2012

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BRANDING PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE VAG ROUNDED STD

C4 M3 Y8 C15 M25 Y35 C19 M15 Y15 C68 M7 C71 M42 Y16 C13 M99 Y88 K3 C34 M63 Y79 K23 C69 M63 Y62 K58

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE AVENIR LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄14.

ORAGNIC PASTURES RAW MILK cohesive / eco-friendly / ehitcal / family-owned / fresh / healthy / natural / pure / sustainable

HONG KUAN (quentin) LI

DELIVERABLES

Logo Identity / Packaging / Booklet / Website

ORGANIC PASTURES RAW MILK

FALL 2011

OBJECTIVE /

SOLUTION /

To keep the same messaging intent from the hand-drawn sign that we found on streets, and applied a systems-thinking approach to this project, conceive another format, media and style. It embodied various formes, that included logo identities, packaging, booklet and website. They should work together as a system.

The project was a visual representation of communication. Milk splash was the visual language in this case. It gave the audiences a greater insight for understanding and problem solving. The packaging can feel as though they are dynamic, even though they are static.

The original sign that I found from the streets was “Organic Pastures Raw Milk.”

The intent of the message was to let people are willing to try their milk.

The website focused on conveying a huge amount of information effectively, and easy to operate. It compressed information and make it manageable; therefore, viewers can manipulate it and find any information they need easily.

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BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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HONG KUAN (quentin) LI

BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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HONG KUAN (quentin) LI

BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

â&#x2C6;&#x2022;

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BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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HONG KUAN (quentin) LI

BRANDING PROJECTS

ORGANIC PASTURES RAW MILK

FALL 2011

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BRANDING PROJECTS

COLOR PALETTE

PRIMARY TYPEFACE BELL MT

C9 M10 Y14 C38 M52 Y56 K11 M29 Y53 K15 C19 Y61 K23 C100 M21 K7 M30 Y89 K1 M44 Y12 M82 Y82 K30 M82 Y82 K70 M56 Y56 K75 M24 Y53 K35 M35 Y66 K45 M37 Y100 K58 M25 Y43 K69 C62 M69 Y68 K75 C56 M75 Y70 K82 C69 M68 Y67 K86

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

SECONDARY TYPEFACE UNIVERS LT STD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*(),./;´<>?:“”

⁄15.

DARK GOLD FINE CHOCOLATE artistic / extravagant / feminine / gradational / handcrafted / luxury / organic / sophisticated / unique

HONG KUAN (quentin) LI

DELIVERABLES

Logo Identity / Packaging / Business Card / Website

DARK GOLD FINE CHOCOLATE

SPRING 2012

OBJECTIVE /

SOLUTION /

This project was about the transformation of vernacular communication. The topic for this project was “Dark Gold Fine Chocolate.”

It’s a luxurious chocolate brand which are famous by using rare, and deluxe ingredients, like high quality of coffee beans, truffle, and so on.

The visual language for tying every deliverable together was the hand drawing that I created. The illustration was representing the feel of interweaving coffee and chocolate. Applying various materials to packages, such as ribbons, and sealing wax, for creating contrasts, and making them look more dynamic.

Three formats should embady and work together as a system. Each of the pieces should be developed to a point where we begin to see the whole design. All formes needed to be a different format.

As illustration style played a significant role in this project, I kept the logo simple and clean, and let the illustration present the spirit of the brand to the audiences.

We were requested to utilized conceptual skills, formal skills, research, resourcefulness, time management, and presentation skills in order to achieve the goal of this specific project.

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BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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HONG KUAN (quentin) LI

BRANDING PROJECTS

DARK GOLD FINE CHOCOLATE

SPRING 2012

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THANK YOU FOR VIEWING WHAT I DO AND WILL ALWAYS DO /

I design by arranging the numerous necessary components to create a visually compelling impression to the audiences, and enlist every element and detail to serve multiple visual purposes. Also, I redefine problems so they are worth solving. Graphic design is all about solving various probelms. I always make the problem is interesting and I am planting the seed of a good solution in habitable soil. The plant that bursts through the earth will grow far higher than one planted in uninspiring dirt.

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BOOK PROJECTS

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communicative / confident / creative / enthusiastic / humble / objective / optimistic / patient / professional / prudential ///////////////////////////////////////////////// HONG KUAN (quentin) LI