XIAOTIAN YANG / Selected Works 2014–2018
10
XIAOTIAN YANG / Selected Works 2014–2018
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10 IS JUST THE VERY BEGINNING
X I A O T I A N Y A N G / Selected Works
07-22
B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
PROJECT 02
23-42
Table of Contents
PROJECT 01
O N S C R E E N T Y P E C O N F E R E N C E M AT E R I A L S
PROJECT 03
43-58
GENESIS WINE
PROJECT 04
59-72
APP MINA
PROJECT 05
73-90
CHINESE STREET FOOD COOKBOOK
PROJECT 06
91-102
G E T T H AT B O Y B O A R D G A M E
PROJECT 07
103-116
G R A N D M A’ S H O T C H I L I S A U C E
PROJECT 08
117-130
TYPOGRAPHY CARDSET
PROJECT 09
131-138
L U P I A T E A PA C K A G E S
PROJECT 10
139-172
O U T WA R D C O L L E C T I V E
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X I A O T I A N Y A N G / Selected Works
01
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
1
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UTOPIA = IDEALISTIC + PROGRAMMATIC
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Graphic Design 2
John Nettleton
[
B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
]
TYPEFACE
Structural
Imaginative
Idealistic
Impactful
Aa Avenir
COLOR PALETTE OBJECTIVE Create promotional materials for a meaningful conference, and design a visual system for a specific target audience. Visual deliverables should promote the event and attract people to attend.
APPROACH B.I.G (BJARKE INGELS GROUP) is an extremely creative architecture
B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
KEY WORDS
Project 01
COURSE
design team that seeks pragmatic utopian architectural solutions. Their imaginative designs mix conventional urban ingredients to better fit contemporary life. The exaggerated shapes always serve practical purposes, which is what the designers themselves call pragmatic utopian. I decided to use break-grid layouts to showcase their imaginative designs. Bright colors are applied to the background of the architecture, which reflects their contemporary taste and creativity. Each page has its own prominent color, symbolizing their large amount of work.
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
Project 01 B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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X I A O T I A N Y A N G / Selected Works
02
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
2
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DIGITAL SCREENS CHANGED EVERY GAME
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Typography 4 [
Ariel Grey ]
O N S C R E E N T Y P E C O N F E R E N C E M AT E R I A L S
MAIN TYPEFACE
Digital
Evolution
Pixel
Interface
Aa
Klavika
COLOR PALETTE OBJECTIVE Design materials for a three-day hypothetical typography conference including a book, poster and digital tickets.
APPROACH
ON SCREEN TYPE CONFERENCE MATERIALS
KEY WORDS
Project 02
COURSE
On Screen is a typography conference on the development of type used in digital games. The poster and book cover use digital graphic elements to express the digital evolution of types on screen. The body of the book borrows ideas from actual game interfaces and showcases the development of visual languages in games from many different platforms.
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X I A O T I A N Y A N G / Selected Works
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N Y A N G / Selected Works
LEG
POSITION
pt-
y
el
e
ra-
62,280 57
ON SCREEN
me
75%
DISTANCE
34,8
ALTITUDE
0,00
ON AMMO CRITICALS: NONE ARM
100%
LEG
75%
POSITION
62,280 57 34,8 0,00
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100% LEG
75%
POSITION
62,280
SPEED
57
DISTANCE
34,8
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
N SCREEN TYPOGRAPHICAL STUDY IN DIGITAL GAMES
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X I A O T I A N Y A N G / Selected Works
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N YA N G / S e l e c t e d Wo r k s
Project...0 2 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N Y A N G / Selected Works
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N Y A N G / Selected Works
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N Y A N G / Selected Works
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P Rr o O Jj eE cC tT 0 02 1 0 2 0 3 0O4N 0 S5 C0R6E 0E 7N 0T8Y 0P 9E 1C0O N F E RTEYNP CO E G RMA A PH P T YE R4 I A L S
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X I A O T I A N Y A N G / Selected Works
Project 02 ON SCREEN TYPE CONFERENCE MATERIALS
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X I A O T I A N Y A N G / Selected Works
0
Project 03 GENESIS WINE
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NO REGRETS TO THE INDULGENCE
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Package Design 3
Jacques Rossouw
[
GENESIS WINE
]
MAIN TYPEFACE
Biblical
Aged
Gothic
Craft
AB
TR AJAN
GENESIS WINE
KEY WORDS
Project 03
COURSE
COLOR PALETTE OBJECTIVE Create or redesign a wine or beer label and packaging system with a high and low point price range, and with a consistent but different design for each price point. Use one key characteristic in the wine labeling system to represent the winery’s branding.
APPROACH Genesis is an authentic vineyard which uses biblical concepts in its branding. Each bottle was named based on a part of the Adam and Eve story—pry, tempt, fall. The black and white gothic illustrations on the first two bottles express the allure which led Adam and Eve to break the rules, resembling our own captivation with wine. The third bottle is for the high-end series. It introduces a larger, colorful display of Adam and Eve holding hands as they exit the garden, suggesting no regrets to their indulgence. The label design and some illustration elements borrow ideas from catholic churches. Metallic colors such as copper, silver and gold create the color palette.
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X I A O T I A N Y A N G / Selected Works
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X I A O T I A N Y A N G / Selected Works
Project 03 GENESIS WINE
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X I A O T I A N Y A N G / Selected Works
Project 03 GENESIS WINE
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X I A O T I A N Y A N G / Selected Works
PROJECT
X 01 02 03 04 05 06 07 08 09 10 GENESIS WINE
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X I A O T I A N Y A N G / Selected Works
PROJECT
X 01 02 03 04 05 06 07 08 09 10 GENESIS WINE
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X I A O T I A N Y A N G / Selected Works
0
Project 04 APP MINA
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MEET FANTASY IN THE REAL WORLD
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Graphi c De s i g n 3
Shadi K as hefiZ adeh
[
APP MINA
]
TYPEFACE
Anim e
F r ie n d ly
Fresh
L o v e ly
Aa
APP MINA
KEY WORDS
Project 04
COURSE
Grotesque
COLOR PALETTES OBJECTIVE Develop a visual language and mobile system that enables the user to engage with the service touchpoints successfully.
APPROACH Mina, which means “us” in Japanese, is a social app for Japanese anime lovers. Mina offers a place where people can find each other in anime groups to discuss the stuff they like and get to know each other. Also, there’s a plaza for them to show the fan art they create, such as cosplay, drawings and writings. The visual language of Mina is fresh, friendly and highly customizable.
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mina 皆さん
X I A O T I A N Y A N G / Selected Works
Project 04 APP MINA
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X I A O T I A N Y A N G / Selected Works
Project 04 APP MINA
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Project 04 APP MINA
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X I A O T I A N Y A N G / Selected Works
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X I A O T I A N Y A N G / Selected Works
Project 04 APP MINA
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X I A O T I A N Y A N G / Selected Works
05
Project 05 CHINESE STREET FOOD COOKBOOK
5
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EAST, WEST, NORTH, SOUTH, ALL DIFFERENT
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Typography 3 [
Ariel Grey
CHINESE STREET FOOD COOKBOOK
]
TYPEFACE
Chinese
Regional
Craft
Layers
Aa
Hoefler
COLOR PALETTE OBJECTIVE Design a collectors’ edition conceptual cookbook. Select a type of food or beverage as a theme to interpret a new concept. Explore the beauty
CHINESE STREET FOOD COOKBOOK
KEY WORDS
Project 05
COURSE
of text and setting type in a highly original design. Visually create the pleasure of taste in the book.
APPROACH JiangXin is a cookbook about Chinese street food with oriental aesthetics. The traditional Chinese calligraphy brushstroke is used on rice paper, indicating the Chinese origins. The poetic type settings and graphic collage page breaks refer to the artistry of the cooking process and its layers of taste. Each chapter covers a certain regional style of Chinese street food, opening with a famous Chinese poem about the foods.
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X I A O T I A N Y A N G / Selected Works
Project 05 CHINESE STREET FOOD COOKBOOK
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X I A O T I A N Y A N G / Selected Works
Project 05 CHINESE STREET FOOD COOKBOOK
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X I A O T I A N Y A N G / Selected Works
Project 05 CHINESE STREET FOOD COOKBOOK
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X I A O T I A N Y A N G / Selected Works
Project 05 CHINESE STREET FOOD COOKBOOK
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Project 05 CHINESE STREET FOOD COOKBOOK
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X I A O T I A N Y A N G / Selected Works
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X I A O T I A N Y A N G / Selected Works
06
Project 06 GET THAT BOY BOARDGAME
6
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DARE TO DREAM, DARE TO LOVE
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Package Design 3 [
Jacques Rossouw G E T T H AT B O Y B O A R D G A M E
]
TYPEFACE
Gay
Fun
Drama
Pride
Aa
Grotesque
COLOR PALETTE OBJECTIVE
GET THAT BOY BOARDGAME
KEY WORDS
Project 06
COURSE
Design a board game with a new concept or redesign an existing one. The deliverables include a board, an outer box, game pieces, cards and other elements needed for the game.
APPROACH Get that Boy is an authentic gay themed board game. Each player aims to race to the center before others to get the dream boy. The rainbow gradation colors refer to the gay culture and the feeling of a romantic crush. There are illustrated game cards that can sabotage others’ progress or advance yourself forward, which resemble the unexpected experiences on the road of love. The game pawns are the half shape of the universal male symbol.
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X I A O T I A N Y A N G / Selected Works
X
P Rr o O Jj eE cC tT 0 04 1 0 2 0 3 0A4P P 0 5 M0I 6N A0 7 0 8 0 9 1 0 P GET THAT BOY BOARDGAME
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X I A O T I A N Y A N G / Selected Works
X I A O T I A N Y A N G / Selected Works
Project 06 GET THAT BOY BOARDGAME
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X I A O T I A N Y A N G / Selected Works
Project 06 GET THAT BOY BOARDGAME
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X I A O T I A N Y A N G / Selected Works
07
Project 07 GRANDMA’S HOT CHILI SAUCE
7
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GRANDMOTHER’S IRREPLACEABLE CRAFT
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Package Design 3 [
Christine George ]
G R A N D M A’ S H O T C H I L I S A U C E
MAIN TYPEFACE
Homemade
Pleasant
Organic
Amiable
Aa
M a r k e r Fe l t
COLOR PALETTE OBJECTIVE Create or rebrand a current sauce company with new package designs
GRANDMA’S HOT CHILI SAUCE
KEY WORDS
Project 07
COURSE
for the products.
APPROACH Grandma’s Chili Sauce is a homemade brand which began in a small town, and gradually gained popularity in America and worldwide. The sauces are perfect for Barbecue and other cooking uses which create wonderful smells. The hand-drawing design quality on the craft paper explains the personality of the brand. The apron shape labels remind audiences of home cooking. The subtle flower pattern lightly printed on the background relates to the small town where the sauce was born.
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X I A O T I A N Y A N G / Selected Works
Project 07 GRANDMA’S HOT CHILI SAUCE
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X I A O T I A N Y A N G / Selected Works
Project 07 GRANDMA’S HOT CHILI SAUCE
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X I A O T I A N Y A N G / Selected Works
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X I A O T I A N Y A N G / Selected Works
Project 07 GRANDMA’S HOT CHILI SAUCE
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X I A O T I A N Y A N G / Selected Works
08
Project 08 TYPOGRAPHY CARDSET
8
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GIRLS, THEY CAN HANDLE ANYTHING
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Typography 2 [
David Hake ]
TYPOGRAPHY CARDSET
MAIN TYPEFACE
Feminine
Modern
Beautiful
Informative
Aa FF Dax
COLOR PALETTE
TYPOGRAPHY CARDSET
KEY WORDS
Project 08
COURSE
OBJECTIVE Create a typographic cardset which is educational and original, introducing a selected typeface to be sold in various museum stores.Â
APPROACH Introducing the typographical information of FF Dax with the theme of dedication to girls who live out their true lives. The front of the card displays the typography knowledge while the back has a quote from a powerful girl. The color palette and type settings focus on bringing out the female beauty of the typeface FF Dax.
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X I A O T I A N Y A N G / Selected Works
Project 07 GRANDMA’S HOT CHILI SAUCE
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X I A O T I A N Y A N G / Selected Works
Project 08 TYPOGRAPHY CARDSET
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PPOORRTTF FO OL ILOI O
X I A O T I A N Y A N G / Selected Works
Project 08 TYPOGRAPHY CARDSET TYPOGRAPHY CARDSET
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X I A O T I A N Y A N G / Selected Works
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P o Jj eE cC tT 0 081 0 2 0 3 0T 4Y P0 O5 G0R6 A0P7H 0Y8 C0A9 R1D0S E T P Rr O TYPOGRAPHY CARDSET
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X I A O T I A N Y A N G / Selected Works
09
Project 09 LUPIA TEA PACKAGES
9
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BLENDED WITH NUMEROUS OPTIONS
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Package Design 1 [
Brian Toth L U P I A T E A PA C K A G E S
]
MAIN TYPEFACE
Blend
Playful
Refreshing
Surprise
Aa
Rockwell
COLOR PALETTE
LUPIA TEA PACKAGES
KEY WORDS
Project 09
COURSE
OBJECTIVE Create or redesign a tea or coffee label and packaging system with three flavors and a gift box.
APPROACH Lupia Tea is famous for mixing a variety of ingredients with its tea. I took an unexpected approach to the visual language for the tea boxes, making them as standing cubes with geometric patterns blended all over the surface to emphasize the brand features. The form provides unexpected perspectives to look at the packages.
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X I A O T I A N Y A N G / Selected Works
Project 09 LUPIA TEA PACKAGES
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Works X I XAI OA TO ITAI ANN YYAANN GG / S e ll ee cc tt ee dd W
X P O Jj eE cC tT 0 09 1 0 2 0 3 0L4U P 0 5I A 0 6T E0A7 P0 A 8 C0K9 A1G0E S P Rr o LUPIA TEA PACKAGES
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X I A O T I A N Y A N G / Selected Works
10
Project 10 OUTWARD COLLECTIVE
0
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THE OUTSIDE IS THE NEW INSIDE
X I A O T I A N Y A N G / Selected Works
INSTRUCTOR
Package Design 4 [
Thomas McNulty O U T WA R D C O L L E C T I V E
]
MAIN BRAND LOGO
Teepee
Cove
Grabitate
7Hills
OBJECTIVE
OUTWARD COLLECTIVE
SUB-BRANDS
Project 10
COURSE
Develop a unique brand as well as its line extensions. Use the visualization and integration of brand packaging to profoundly define the role of each sub-brand.
APPROACH Outward Collective is a retail brand that sells camping products. There are four sub-brands catering to different target markets. Teepee is the brand for glamping (glamorous camping). It offers beautiful and delicate camping experiences. Grabitate is the brand for camping food. It targets all kinds of campers with its lovely visuals and environmentally friendly packaging materials. Cove is the brand for camping beginners. It provides easy-to-use tools that don’t intimidate newbies. 7Hills is the brand for pros. It has products for different outdoor activities suited to experienced campers.
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X I A O T I A N Y A N G / Selected Works
DEPARTMENT
DEPARTMENT
Luxury C a mp i n g
C am ping Foods
CONCEPT
CONCEPT
Tipi caters to our urban department, market-
Grabitate carries organic products for eco-
ing a glamorous lifestyle for Couple, Families,
friendly and healthy people of all ages.
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PORTFOLIO
Friend Groups.
Project 10 OUTWARD COLLECTIVE
DEPARTMENT
DEPARTMENT
Campi n g S t a rt e rs
C am ping Pr os
CONCEPT
CONCEPT
Cove is dedicated to providing an all-new
7 Hills is the new outdoor sporting equip-
campers experience novice campers.
ment line for the active lifestyle.
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P P OO RRTTFFOOL LI OI O
Works X I XAI OA TO ITAI ANN YYAANN GG / S e ll ee cc tt ee dd W
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
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P Rr o O Jj eE cC tT 1 00 1 0 2 0 3 0O4U 0T 5W A 0 6R D0 7C 0O8L L0 E9 C1T0I V E P B.I.G ARCHITECTURE EXIHIBITION PROMOTE SET
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Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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P P OO RRTTFFOOL LI OI O
Works X I XAI OA TO ITAI ANN YYAANN GG / S e ll ee cc tt ee dd W
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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X I A O T I A N Y A N G / Selected Works
Project 10 OUTWARD COLLECTIVE
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P P OO RRTTFFOOL LI OI O
Works X I XAI OA TO ITAI ANN YYAANN GG / S e ll ee cc tt ee dd W
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XIAOTIAN YANG / Selected Works
FAMILY Mom and Dad, thank you for supporting me to do what I want and to be who I am.
FRIENDS Aejin Choi, Julien Saquing, Dan He, Jiaxin Xie, Mia Jiang, Ballesa Martinez, Justin Choi, Hannah Cheung, and all my AAU friends, thank you for helping me with this portfolio book, and more importantly, going along this exciting road with me.
PORTFOLIO
INSTRUCTORS Paami Disston, John Nettleton, David John Scott, David Hake, Brian Toth, Christine George, Ariel Grey, Thomas McNulty, Jacques Rossouw, Mary Scott and all my AAU teachers, thank you for inspiring and
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helping me become a visual storyteller.
STUDENT
T E X T S U B S T R AT E
Xiaotian (Jamie) Yang
Mohawk Everyday Smooth 100lb
415 713 9362 Jamiey3sf@gmail.com JamieYangDesign.com
SCHOOL Academy of Art University
INSTRUCTOR Mary Scott
PHOTOGRAPHY Julien Saquing
BINDERY The Key Printing & Binding
C O V E R S U B S T R AT E CM Silktouch Nuba Black
TYPEFACES Regular Melior
SOFTWARE Adobe CC