I am opening the door to a fantastic future in this wide wonderful world of design. ―
Objective To design a portfolio that showcases a variety of projects spanning several years of study in graphic design and digital media. This book includes typography, package design, branding and user interface design.
―
Approach I wanted to express brand meaning and the stories behind the companies. I created a cohesive system to integrate the different projects together using a palette that presents each project with its own color. I used two sans serif typefaces. The display typeface is bold and in different colors, and it is contrasted with small, black body copy. Each chapter introduces a different design problem and solution.
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Xiao Jia Selected Works Course Senior Portfolio
Instructor Mary Scott School Academy of Art University
I am opening the door to a fantastic future in this wide wonderful world of design. ―
Objective To design a portfolio that showcases a variety of projects spanning several years of study in graphic design and digital media. This book includes typography, package design, branding and user interface design.
―
Approach I wanted to express brand meaning and the stories behind the companies. I created a cohesive system to integrate the different projects together using a palette that presents each project with its own color. I used two sans serif typefaces. The display typeface is bold and in different colors, and it is contrasted with small, black body copy. Each chapter introduces a different design problem and solution.
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Xiao Jia Selected Works Course Senior Portfolio
Instructor Mary Scott School Academy of Art University
―
2019 Š All rights reserved. No part of this publication can be reproduced, put in a retrieval system, or transmitted in any form as well as any means electronic, mechanical photocopying, recording or otherwise without the permission from Xiao Jia.
To my mom and dad.
Contents
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Project 1 Simple Salad Dishes
011
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Project 2 Armistice Brewing
033
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Project 3 Xiamen Airlines
051
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Project 4 Airbnb Brand Packaging
073
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Project 5 Kitchen Love App
103
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Project 6 Caperlan Fishing Reel
123
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Project 7 Sustainable Architecture
137
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Project 8 SFIAF Event Logo
159
XIAO JIA
010
SELECTED WORKS
P R OJ E C T 1
SIMPLE SALAD DISHES
Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated. ―
Objective To design a book for people who want to create healthy and simple salads quickly.
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—Paul Rand
Approach I used simple graphics and clean, serene photography that showed the ingredients and the final dish. I wanted to help the reader to easily access the information, so I created an approachable layout with easily and clear identifiable areas, such as for preparation times and serving sizes. For the body copy, I chose to use the Adobe Garamond which pairs well with Helvetica Neue.
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Semester Fall 2017 Course Typography 3
Instructor Ariel Grey Project Simple Salad Dishes
011
XIAO JIA
012
SELECTED WORKS
P R OJ E C T 1
SIMPLE SALAD DISHES
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Key Words Simple Fresh Health Convenient
Visual System ―
Primary Typeface
Helvetica Neue Light
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
Adobe Garamond Pro Regular
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
013
XIAO JIA
016
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P R OJ E C T 1
SIMPLE SALAD DISHES
017
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015 018
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P R OJ E C T 1
SIMPLE SALAD DISHES
019
XIAO JIA
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P R OJ E C T 1
SIMPLE SALAD DISHES
023
XIAO JIA
SELECTED WORKS
P R OJ E C T 1
SIMPLE SALAD DISHES
XIAO JIA
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P R OJ E C T 1
SIMPLE SALAD DISHES
029
XIAO JIA
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P R OJ E C T 1
SIMPLE SALAD DISHES
031
XIAO JIA
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P R OJ E C T 2
ARMISTICE BREWING
Curiosity about life in all its aspects, I think, is still the secret of great creative people. ―
Objective Create a series of beer labels and a beer carrying case for Armistice Brewing Company.
—Leo Burnett
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Approach Armistice Brewing Company is a sibling-owned beer company that was established in Richmond, California in 2012. I redesigned the current beer label by using different colors to present the beer flavors. I went to that store and took a look at their environment. Then, I drew an illustration based on their brand, changing the color for each beer label. I also used the typeface Din to make the content clear.
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Semester Summer 2018 Course Package Design 3
Instructor Thomas McNulty Project Armistice Brewing
033
XIAO JIA
034
SELECTED WORKS
P R OJ E C T 2
ARMISTICE BREWING
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Key Words Local Craftsmanship Premium Passion
Visual System ―
Primary Typeface
Din 2014 Bold
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
035
XIAO JIA
036
SELECTED WORKS
P R OJ E C T 2
ARMISTICE BREWING
037
XIAO JIA
038
SELECTED WORKS
P R OJ E C T 2
ARMISTICE BREWING
039
XIAO JIA
044
SELECTED WORKS
P R OJ E C T 2
ARMISTICE BREWING
045
P R OJ E C T 2
ARMISTICE BREWING
049
XIAO JIA
050
SELECTED WORKS
P R OJ E C T 3
XIAMEN AIRLINES
A logo derives meaning from the quality of the thing it symbolizes, not the other way around. ―
Objective Rebrand Xiamen Airlines to promote its professional services and increase its presence in the global marketplace.
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—Paul Rand
Approach Xiamen Airlines is a Chinese passenger airline, established in Xiamen, Fujian Province in 1984. The project was a redesign of their current brand and application system. The spirit of Xiamen Airlines is embodied in a local mascot, the crane, as the symbol of the brand. I continued to use the crane, but redesigned its shape and used a different color palette to show an energetic brand that represents the local Chinese culture and makes the brand more approachable.
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Semester Spring 2018 Course Strategies for Branding
Instructor Thomas McNulty Project Xiamen Airlines
051
XIAO JIA
052
SELECTED WORKS
P R OJ E C T 3
XIAMEN AIRLINES
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Key Words Confident Success Professional Reliable
Visual System ―
Primary Typeface
Din 2014 Bold
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
Univers 45 Light
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
053
XIAO JIA
054
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P R OJ E C T 3
XIAMEN AIRLINES
055
XIAO JIA
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P R OJ E C T 3
XIAMEN AIRLINES
057
XIAO JIA
062
SELECTED WORKS
P R OJ E C T 3
XIAMEN AIRLINES
063
XIAO JIA
064
SELECTED WORKS
P R OJ E C T 3
XIAMEN AIRLINES
065
XIAO JIA
066
SELECTED WORKS
XIAO JIA
068
SELECTED WORKS
P R OJ E C T 3
XIAMEN AIRLINES
069
XIAO JIA
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P R OJ E C T 3
XIAMEN AIRLINES
071
XIAO JIA
072
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P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
The role of the desiger is that of a good, thoughtful host anticipating the needs of his guests. ―
Objective Create a sub-brand for Airbnb that allows users to experience a unique and exciting product that provides knowledge and awareness of the diverse perspectives throughout the world.
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—Charles Eames
Approach Airbnb is a global travel community that offers magical end-to-end trips, including where you stay, what you do and the people you meet. Our team developed a line of artisanal goods. It achieves by using simple image and consistent typefaces. Also, it used the modern and similar color to make our packages inspirational, honest and functional.
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Semester Fall 2018 Course Package Design 4
Instructor Thomas McNulty Project Airbnb Brand Packaging
073
XIAO JIA
074
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
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Key Words Confident Success Professional Reliable
Visual System ―
Primary Typeface
Airbnb Cereal Book
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
Gotham Light
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 075
XIAO JIA
SELECTED WORKS
Brand Matrix ―
Main Brand
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Sub‒brands
076
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
Location
About
Home Line
Products
Key Words
World, At Home.
ceramics, linens baskets, candles.
Travel Line
Products
Travel with Ease.
toiletrie kits, compact electronics, sos kits.
Key Words
Experience Line
Products
Key Words
San Francisco Seattle Chicago New York.
Tagline
Tagline
Tagline
Create Memories Anywhere.
Airbnb is a global travel community that offers magical end-to-end trips, including where you stay, what you do and the people you meet.
coffee & tea, spices pasta, appliances.
crafted, artisan authentic, cultural.
convenient, comfort ease, adventure.
explore, memories growth, diversity.
077
XIAO JIA
078
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
079
XIAO JIA
080
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
081
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
083
084
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
085
XIAO JIA
086
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
087
XIAO JIA
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SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
089
XIAO JIA
092
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
093
XIAO JIA
094
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
095
XIAO JIA
096
SELECTED WORKS
P R OJ E C T 4
A I R B N B B R A N D PA C K A G I N G
097
XIAO JIA
102
SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
Content precedes design. Design in the absence of content is not design, it’s decoration. ―
Objective Create an App that could give people some recommendations and give them some inspirations that what to cook for a meal.
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—Jeffrey Zeldman
Approach In our current daily life, we always need to make a decision that what would we cook for our family or ourself. Once people were deciding what to have for meal. They had recently eaten this, tried that and people just had no ideas what to cook. So I designed an App that could advise people some good meal recipe. An app that allows you to select ingredients you have in your fridge and get some interesting recipes that allows people to create their own meal.
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Semester Fall 2017 Course Graphic Design 3
Instructor Ariel Grey Project Kitchen Love App
103
XIAO JIA
104
SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
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Key Words Delicious Gourmet Friendly Organized
Visual System ―
Primary Typeface
Helvetica Neue Regular
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
SF Pro Text Light
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
105
XIAO JIA
106
SELECTED WORKS
XIAO JIA
110
SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
111
XIAO JIA
114
SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
115
XIAO JIA
116
SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
117
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SELECTED WORKS
P R OJ E C T 5
KITCHEN LOVE APP
119
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P R OJ E C T 5
KITCHEN LOVE APP
121
XIAO JIA
122
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P R OJ E C T 6
CAPERLAN FISHING REEL
Design is not just what it looks like and feels like. Design is how it works. ―
Objective Create a new fishing package system for Caperlan company that makes people feel more professional and popular.
—Steve Jobs
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Approach Caperlan is a France sub-brand of Decathlon Group that established in 1976. It offers the series fishing equipment and provide a new dimension to our sport to give it a future. I redesigned the current fishing equipment packaging with serveral products series. I used the typeface of Univers as the main font and kept the different colors to show the different types of products.
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Semester Summer 2018 Course Package Design 3
Instructor Thomas McNulty Project Caperlan Fishing Reel
123
XIAO JIA
124
SELECTED WORKS
P R OJ E C T 6
CAPERLAN FISHING REEL
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Key Words Sports High Quality Engaging Straightforward
Visual System ―
Primary Typeface
Univers 55 Roman
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
125
P R OJ E C T 6
CAPERLAN FISHING REEL
127
XIAO JIA
130
SELECTED WORKS
P R OJ E C T 6
CAPERLAN FISHING REEL
131
XIAO JIA
134
SELECTED WORKS
P R OJ E C T 6
CAPERLAN FISHING REEL
135
XIAO JIA
136
SELECTED WORKS
P R OJ E C T 7
S U S TA I N A B L E A R C H I T E C T U R E
It’s through mistakes that you actually can grow. You have to get bad in order to get good. ―
Objective Create a cohesive communication strategy around a topic and execute all pieces for a target audience.
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—Paula Scher
Approach We understand how people want to change the cruel conditions of our environment. Many of us already have started to reduce carbon dioxide emissions. However, people still don’t quite have idea what it is all about and how buildings contribute to environmental pollution. I chose this topic and developed the design system. It can educate people that sustainable architecture is good for the environment and benefits all of us.
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Semester Fall 2018 Course Visual Systems 2
Instructor Megumi Kiyama Project Sustainable Architecture
137
XIAO JIA
138
SELECTED WORKS
P R OJ E C T 7
S U S TA I N A B L E A R C H I T E C T U R E
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Key Words Sports High Quality Engaging Straightforward
Visual System ―
Primary Typeface
Univers 65 Bold
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
Adobe Garamond Pro Regular
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
139
XIAO JIA
140
SELECTED WORKS
XIAO JIA
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SELECTED WORKS
P R OJ E C T 7
S U S TA I N A B L E A R C H I T E C T U R E
143
XIAO JIA
146
SELECTED WORKS
P R OJ E C T 7
S U S TA I N A B L E A R C H I T E C T U R E
147
XIAO JIA
156
SELECTED WORKS
P R OJ E C T 7
S U S TA I N A B L E A R C H I T E C T U R E
157
XIAO JIA
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SELECTED WORKS
P R OJ E C T 8
SFIAF EVENT LOGO
Doing something a long time does not mean you're good. It only means you've done it a long time. ―
Objective Design a logo for an event of the San Francisco International Arts Festival (SFIAF) and implement different kinds of deliverables, such as a poster, ticket, paper system and social media, etc.
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—Ed Benguiat
Approach My goal is to create cross-cultural performances that will expand the audience's artistic horizons, develop stronger community connections, have an extended shelf-life for the work and yield subsequent earned-income opportunities. I designed a new logo and explored applications to show people a new style to attract a larger and more international audience.
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Semester Spring 2017 Course Graphic Design 2
Instructor Thomas McNulty Project SFIAF Event Logo
159
XIAO JIA
160
SELECTED WORKS
P R OJ E C T 8
SFIAF EVENT LOGO
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Key Words Clean Memorable International Bold
Visual System ―
Primary Typeface
Univers 65 Bold
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―
Secondary Typeface
Helvetica Neue Light
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
161
XIAO JIA
162
SELECTED WORKS
P R OJ E C T 8
SFIAF EVENT LOGO
163
XIAO JIA
164
SELECTED WORKS
P R OJ E C T 8
SFIAF EVENT LOGO
165
XIAO JIA
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SELECTED WORKS
168
169
P R OJ E C T 8
SFIAF EVENT LOGO
171
XIAO JIA
172
SELECTED WORKS
P R OJ E C T 8
SFIAF EVENT LOGO
173
Thank you all very much!
―
To my family I am very grateful for my mom and dad. Over the past five years, you always encouraged and helped me when I had some difficulties. This experience will be my most memorable time throughout my life. I would not have succeeded without your support. I want to thank you encourage me and believe in me. I love you so much!
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To my instructors Mary Scott, Thomas McNulty, Ariel Grey, Megumi Kiyama, Paul Derby, John Nettleton and Aries Nunez. Thank you for inspiring me and helping me to grow as a professional designer. I have learned a lot of knowledge from you. Thank you all for helping me during my studenthood!
―
To my friends Sindhu Merugu, Ziming Liu, Hankai Yan, Hongshuo Li, Andrew Xu, Adrian Rahul Raj, Francis Wu, Shanshan Gao and many others I had pleasure to meet at AAU, who stood behind me and encourage me to keep going!
Xiao Jia ―
Contact Xiao Jia (628) 999‒3142 Xiaojiasf6@gmail.com davidxiaojia@yahoo.com xiaojiadesign.com
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School Academy of Art University School of Graphic Design & Digital Media
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Printing Blurb
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Photography Xiao Jia Misha Averyaskin
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Typeface Helvetiva Neue Source Sans Pro
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Instructor Mary Scott