SELECTED WORKS BY (Ab)normal WEIFENG (SENT) KONG
SELECTED WORKS BY (Ab)normal WEIFENG (SENT) KONG
published First First published 2017 2017 ©2017 Weifeng ©2017 Weifeng (Sent)(Sent) Kong Kong First published 2017 First published 2017 First published 2017 ©2017 Weifeng (Sent) Kong First©2017 published 2017 Designed by Weifeng ©2017 Weifeng (Sent) Kong (Sent)2017 Kong First published Designed by ©2017 Weifeng (Sent) Kong Weifeng (Sent) Kong ©2017 Kong Weifeng (Sent) Kong Designed by by Weifeng (Sent) Designed Designed by First published 2017 Weifeng (Sent) Kong Designed by First published 2017 Weifeng (Sent) Kongwww.sent73.com Weifeng (Sent) Designed by Kong www.sent73.com ©2017 Weifeng (Sent) Kong Weifeng (Sent) Kong ©2017 Weifeng (Sent) Kong Weifeng (Sent) Kong www.sent73.com All rights reserved. No part www.sent73.comAll rights www.sent73.com reserved. No part Designed by Designed by ofwww.sent73.com this publication of this publication may may Weifeng (Sent) Kong No part www.sent73.com All rights reserved. Weifeng (Sent) Kong be reproduced, stored in All rights reserved. No part All rights reserved. No part be First reproduced, stored in of of this publication may published 2017 All rights reserved. No part retrieval system or transthis publication may of this publication may All or rights reserved. No part retrieval system transbewww.sent73.com reproduced, stored in ©2017 (Sent) Kong ofWeifeng this publication may www.sent73.com mitted, any form orstored by be reproduced, stored in bein reproduced, in of thisor publication may mitted, in any form by retrieval system or or transbe reproduced, stored in First published 2017 any means, electronic, retrieval system transretrieval system or transbe reproduced, stored in any means, electronic, All rights reserved. No part mitted, in in any form ormechanical, by Designed by rights retrieval system or form trans©2017 Weifeng (Sent) Kong All No part photocopying, mitted, any form or by mitted, inreserved. any or transby retrieval system or mechanical, photocopying, of means, this publication may (Sent) Kong any electronic, Weifeng mitted, in any form orform by ofany this publication may or by recording or otherwise, any means, electronic, means, electronic, mitted, in any recording be reproduced, stored in or otherwise, mechanical, photocopying, any means, electronic, Designed by be reproduced, stored in without the written permechanical, photocopying, mechanical, photocopying, any means, without the written per- electronic, retrievalorsystem or transrecording otherwise, www.sent73.com mechanical, photocopying, Weifeng (Sent) Kong retrieval system or transmisssion of the designer. recording or otherwise, recording or otherwise, mechanical, of the designer. photocopying, mitted,the in written any misssion formperor by without recording or otherwise, mitted, inthe anywritten form orperby without the written perwithout recording or otherwise, any means, electronic, misssion of of the designer. All rights reserved. No part without the written perwww.sent73.com any means, electronic, misssion the designer. misssion of the designer. without the written permechanical, photocopying, of this publication may misssion of the photocopying, designer. mechanical, misssion of the designer. recording or otherwise, be reproduced, stored in All rights reserved. No part recording or otherwise, without the written perretrieval system or written trans-may ofwithout this publication the permisssion of the designer. mitted, in any form or by bemisssion reproduced, stored in of the designer. any means, electronic, retrieval system or transmechanical, photocopying, mitted, in any form or by recording or otherwise, any means, electronic, without the written permechanical, photocopying, misssion of the designer. recording or otherwise, without the written permisssion of the designer.
TABLE OF CONTENTS page 06
Intro project
01
page 08
Integrated Communications // Branding, Art Direction
project
02
page 30
Type Systems // Editorial, Book Design
project
03
page 40
Interactive Design // UI/UX, App Design First published 2017 Š2017 Weifeng (Sent) Kong Designed by Weifeng (Sent) Kong Printing & Binding by Blurb Book All rights reserved. No part of this publication may be reproduced, stored in retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permisssion of the designer.
project
04
page 52
Visual Thinking // Branding, Strategy
project
05
page 66
Nature of Identity // Rebranding, Strategy, Book Design
Outro
page 80
page 05
Intro (Ab)normal thinking helps me to understand and explore another angle to solve a problem. It gives me an unconventional perspective, leading to stronger conceptual and formal solutions. Being (Ab)normal lets me break out of the grid systems, both in graphic design and in life. Being and thinking (Ab)normally at the same time, I am able to interpret actions, moods, behaviors, and problems. (Ab)normal allows me to be bolder than normal.
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RAW PAYBACK (01)
//Project Description The aim of this project is to choose five to six movies from a film director, to create a film festival based on her/his movie style and common themes. We were asked to create a strong and consistent feeling across a range of deliverables.
//Year of completion Spring 2016
//Categories Art Direction, Identity, Print, Packaging
//Type of project Branding, Integrated System, Packaging
//Instructor Hunter Wimmer
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//Design concept and goals Revenge, violence, and cold blood are the key concepts for this project. The film director I chose was Quentin Tarantino. I used black and white photography and red as the main theme colors. Each photo I took and the film screenshots I picked had to express an attitude, so I modeled my images on a killer throughout the project. The visuals work as a system and look classic with a taste of rampage.
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RESERVOIR DOGS PULP FICTION KILL BILL vol.1 KILL BILL vol.2 INGLOURIOUS BASTERDS Film Festival Poster
A QUENTIN TARANTINO FILM FESTIVAL
A ROARING RAMPAGE OF REVENGE ENDS IN BLOODY SATISFACTION
/ N E W B E VE R LY C I N E M A 7 1 6 5 B E V E RLY B LV D, L O S A N G E L E S, C A /
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RAWPAYBACK.COM
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Anthony Jagoda
//Instructor
Type Systems, Book Design
//Type of project
Editorial, Print
//Categories
Spring 2014
//Year of completion
Skateboarding is what I am fascinated with. From my understanding, many skateboarders from China aren’t clear about skateboarding history and developments. As skateboarders from San Francisco had limited knowledge of Eastern skateboarding culture, I wanted to bridge the gap in skateboarding cultures between Eastern and Western countries. History, fashion, and arts are definitely the most important parts inside the book, as a reference for old and new skateboarders.
//Design concept and goals
This is a one-semester project. Pick a topic that has a rich background and design a book. The book is required to have our own photography and interviews related to the topic.
//Project Description
SKATE (02) BORDERS
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project (02)page 35
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PEDAL-IN (03) //Project Description
//Design concept and goals
One-semester project focused on a social problem that we had discovered. Online research, street interviews, user experience, user interface design, and user testing were employed all together throughout the semester to solve the problem by designing a social media platform.
Many people use bicycles as transportation to go to work and cruise around in San Francisco. As a bicycle lover, it was hard for me to keep myself in touch with the bicycle community. So in this project, my goal was to design a social media platform, which could keep a cyclist on track, from self-training to meeting up with new friends.
//Year of completion Spring 2016
//Categories UI/UX
//Type of project App Design
//Instructor Michael Taylor
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(04) FRONTIER
//Project Description By identifying a societal problem, we aimed to create a brand that focuses on the problem, helps to solve the problem and create social awareness or educational advocacy.
//Design concept and goals Protecting wild animals was my first concept, but then I realized there were invasive wild species damaging the environment of California. So I created the FRONTIER brand to help with the wildlife of California. The brand is to build up educational advocacy for conservation of wildlife, by having classes of gun uses and conservational hunting. I hope the FRONTIER brand can help and improve the wildlife environment of California.
//Year of completion Spring 2015
//Categories Editorial, Branding, Strategy
//Type of project Branding, Book Design
//Instructor Sandra Isla
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(05) HIGH //Project Description In one semester, we had to rebrand a company/firm that is defunct, dying or has stopped running. From designing a new logo for the brand to future strategies and cooperation, we aimed to bring the existing brand back to life and make it more functional than before.
//Design concept and goals
//Year of completion Fall 2016
HIGH TIMES magazine has been established for over 40 years, but people in the U.S. have barely bought it in the past 15 years. It was not easy for most people to accept marijuana. By giving the brand a strong tie to medical purposes with solid strategies is what I have done for the brand, highlighting the aspects of innovation, cooperation, health, and education.
//Categories Editorial, Branding, Strategy, Print
//Type of project Branding, Book Design
//Instructor Hunter Wimmer
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Visit more on: forthechronic.com
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Outro
DESIGNER WEIFENG (SENT) KONG E-MAIL
weifeng_kong@yahoo.com
WEBSITE www.sent73.com TYPEFACES SOFTWARE
Tungsten, Kettler Adobe Creative Cloud
THANKS TO: My parents, Alice Kok and all the friends from Canton, Macao, Shanghai, Beijing and Japan. Thank you all my good friends in San Francisco, my instructors Phil Hamlett, Hunter Wimmer, Jeremy Stout, David Hake, Andrew Losel, Anthony Jagoda, Stan Zienka, Bob Slote, Sandra Isla, Michael Taylor, Jill Ballard, Anita Browning, Hilaire Fong, and Susan Pasley for making this happen in my life. Love & Peace
INSTITUTE
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Academy of Art University 79 New Montgomery Street San Francisco, CA 94015