2015–2019 : J OY
Po r tf o l i o · S e l e c t e d Wo r k
{P The meaning of my name is joy.
The aesthetic of joy is a simple, powerful idea. I use the power of colors, lights, patterns, and shapes to create a healthier and happier world. My goal is to use design to bring more joy into people’s lives and to create meaningful work and experiences to delight my audiences. } {Designer} XIAOXIAO MA
{Portfolio} JOY
{©2019 Xiaoxiao Ma} A L L R I G H T S R E S E R V E D. N O PA R T O F T H I S P U B L I C AT I O N M AY BE REPRODUCED, DISTRIBUTED OR TRANSMIT TED IN ANY FORM OR BY ANY MEANS, INCLUDING PHOTOCOPYING, RECORDING AND OTHER ELECTRONIC OR MECHANICAL METHODS, WITHOUT THE PRIOR WRITTEN PERMISSION OF THE PUBLISHER. SOME I M A G E S A N D T E X T H AV E B E E N U S E D F O R I N S P I R AT I O N A N D E D U C A T I O N A L P U R P O S E S O N LY.
{Designer} XIAOXIAO MA
{Portfolio} JOY
{ A S PEC IA L
DEDICATION
{Designer} XIAOXIAO MA
}
Ν
To the people who inspire me to believe in myself, to push a little harder, to learn something new, to stand for myself and to be proud of my goals, to go out and meet people, to help others, to be kinder, to give back , to share, to create, to serve, and to inspire.
{Portfolio} JOY
00 : TABLE O F CO N TE N TS
Chapters
{C 01 : Everyday made fresh 02 : Conserving goodness 03 : Experience creation 04 : Celebrate family 05 : Airport rides made easy 06 : Urban playground 07 : It’s all about the journey 08 : The delights of mixology 09 : Back to basics } 010 / 027,
028 / 045,
046 / 065,
066 / 079,
080 / 105,
106 / 121,
122 / 147,
148 / 165,
{Designer} XIAOXIAO MA
166 / 227.
{Portfolio} JOY
01 : EVE RYDAY MA DE FRE S H
B ackground + Approach
{B Mixie is a juice shop that believes
that fantastic flavors are always in season. All juices are gluten-free, plant-based, and made from local 100% whole fruits and vegetables from scratch, without any chemical processing. Nothing beats feeling terrific. The menu is evolving to include more options such as natural substitutions for sugars like stevia and erythritol. Mixie believes that everyone has a great path to wellness. }
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Project} MIXIE
{A Mixie was inspired by people who
care about what should they eat and how to strive for personal health as well as pleasure. Its offerings are carefully customized by combining organic and fresh ingredients with different colors, textures, and flavors to create, personalize, and balance the optimal health plan just for you. The logo design was inspired by the structure of a blending machine. The color palette represents a wide range of ingredients to choose from. } {Location}
01
01 0 02 03 04 05 06 07 08 09
01 1
{Portfolio} JOY
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C O U RS E • Graphic Design 2
ASSIGNMENT • Conceptual Brand I N ST R U C T O R • D a v i d Ha ke
S E M E ST E R • Fa l l 2 0 1 7
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
01 2 02 03 04 05 06 07 08 09
01 3
{Portfolio} JOY
juice & love
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Project} MIXIE
juice & love
{Location}
01
01 4 02 03 04 05 06 07 08 09
01 5
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
01 6 02 03 04 05 06 07 08 09
01 7
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
01 8 02 03 04 05 06 07 08 09
01 9
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
020 02 03 04 05 06 07 08 09
02 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
022 02 03 04 05 06 07 08 09
02 3
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
02 4 02 03 04 05 06 07 08 09
025
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E V E R Y D AY M A D E F R E S H
{Location}
01
{Project} MIXIE
02 6 02 03 04 05 06 07 08 09
02 7
{Portfolio} JOY
02 : CONSERVIN G G O O DN E SS
B ackground + Approach
{B Hay is a brand from Denmark with
an ambition to create contemporary furniture that uses sophisticated industrial manufacturing to satisfy all the needs of today’s modern living. The can-shaped glass which is a nod to beer containers or classic soda containers which have been popping up in the trendy restaurants and bars. The clear glass with an inverted lip is a fun way to serve beer, juice, soda, and cocktails. }
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ P r o j e c t } H AY
{A My solution was to create packag-
ing that functions well and is sustainable, mindfully-constructed. My audiences can enjoy interacting with it. The dieline is environmentally friendly. I used Eflutes which are excellent sources of fiber for recycling. I was inspired by a clever can-shaped glass design. The precise lines on the package emphasize a dynamic glass shape and show consumers what is inside each box. } { L o c a t i o n } 01
02
028 03 04 05 06 07 08 09
02 9
{Portfolio} JOY
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C O U RS E • Package Design 2
ASSIGNMENT • G l a s s Pa c k a g e D e s i g n I N ST R U C T O R • T h o m a s Mc N u l t y
S E M E ST E R • Spring 2018
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
03 0 03 04 05 06 07 08 09
03 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
03 2 03 04 05 06 07 08 09
03 3
{Portfolio} JOY
{Designer} XIAOXIAO MA
....... {Chapter} CONSERVING GOODNESS
{ P r o j e c t } H AY
E ENT
{ L o c a t i o n } 01
02
03 4 03 04 05 06 07 08 09
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{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
03 6 03 04 05 06 07 08 09
03 7
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
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03 9
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
040 03 04 05 06 07 08 09
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{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
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{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} CONSERVING GOODNESS
{ L o c a t i o n } 01
02
{ P r o j e c t } H AY
044 03 04 05 06 07 08 09
045
{Portfolio} JOY
03 : E X PERIEN C E CREATIO N
B ackground + Approach
{B SFMOMA believes the art of our
time is an essential part of our public life. It is an inclusive place celebrating creativity, openness, tolerance, and generosity. Diverse points of view of culture, art, society, and politics are welcome. People can get to know artists as complex individuals. SFMOMA shares its collection with artistic purpose and passion. SFMOMA always believes that art and the creative processes can open minds to build a better world. }
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{Project} MOMENT
{A Moment is a mobile app that helps
the public connect with art and creativity. Everyone is invited to share opinions about artistic creation and art experiences on Moment. I used an original logo idea for SFMOMA’s versatility and dynamism in my logo design. I kept the primary colors warm-red, white, and black for the palette, drawing inspiration from the colors of the Mario Botta brick and the facade of the Snøhetta building. }
{ L o c a t i o n } 01 02
03
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C O U RS E • Graphic Design 3
ASSIGNMENT • U I/ U X D e s i g n I N ST R U C T O R • Ravit Bennier
S E M E ST E R • Spring 2018
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
048 04 05 06 07 08 09
049
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
05 0 04 05 06 07 08 09
05 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{Project} MOMENT
{ PER SONA # 1
KEVIN
}
“G ood art pieces give me more incentives to go and be part of it. Tr ying to know more ab out it will offer a different perspective.” DEMOGRAPHICS: A G E › 23 L O C AT I O N › San Francisco, CA E D UC AT I O N › BFA of Graphic Design O C C U PAT I O N › Graphic design student L I V I NG › Lives in a rental apartment H O B B I E S › Guitar, photography, hand-crafted things LIFESTYLE: Kevin sp ends most of his time doing scho ol projects. He also takes guitar lessons once a week, and b oxing twice a week. He is a memb er of SFMOMA .He loves to find inspiration in there. G OALS: › › › › ›
Graduate Explore more advanced UX design Be op en-minded Find more inspiration from life G et an internship as a graphic designer
{ L o c a t i o n } 01 02
03
05 2 04 05 06 07 08 09
05 3
{Portfolio} JOY
{ PER SONA # 2
“ I love the process of appreciating good things, the process of discarding past aesthetics and mixing the new with past visual memories.” DEMOGRAPHICS: A G E › 28 L O C AT I O N › Berkeley, CA E D UC AT I O N › Masters in Art Journalism O C C U PAT I O N › Writer, fashion journalist, freelance mo del L I V I NG › Lives w ith her b oyfriend H O B B I E S › Reading, movies, travel, so cial events LIFESTYLE: In Sheila’s free time, she tries to get as much information as p ossible for increasing her knowledge of fashion. Following up on exhibitions allows her to use her critical analysis skills as well as to work on writing p ersuasively. G OALS: › › › ›
Write p ersuasively and objectively Re ceive new information every day G et more inspiration from all kinds of artwork Find more meaning in life
{Designer} XIAOXIAO MA
SHEILA
}
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
05 4 04 05 06 07 08 09
05 5
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
05 6 04 05 06 07 08 09
05 7
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
05 8 04 05 06 07 08 09
05 9
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
06 0 04 05 06 07 08 09
06 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
06 2 04 05 06 07 08 09
06 3
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } E X P E R I E N C E C R E AT I O N
{ L o c a t i o n } 01 02
03
{Project} MOMENT
06 4 04 05 06 07 08 09
06 5
{Portfolio} JOY
04 : CELE BR ATE FA MILY
B ackground + Approach
{B Wine makes every meal an occa-
sion, every table more elegant, and every family time more enjoyable. Fantasia is a winery founded by a couple located in Siena, Italy. It is a personal-scale and stylish winery. The wine is lovingly created and carefully aged. The longer you spend contemplating it, the better it gets. It’s dry with fresh fruit flavors lead to the increased and focused aromatics, rich texture, harmonious tannin integration, and long finish. }
{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ P r o j e c t } FA N TA S I A
{A My solution was to design wine
labels for Sauvignon Blanc, Chardonnay, and Sangiovese. My inspiration was John Currin who is a great contemporary American painter. In his work, he paints the fantasies of happiness between families and friends. I brought John’s paintings into my design to capture the convincing moment of tasting Fantasia’s unforgettable personality, rich hues, and sheer beauty. }
{ L o c a t i o n } 01 02 03
04
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C O U RS E • Package Design 3
ASSIGNMENT • Wi n e Pa c k a g e D e s i g n I N ST R U C T O R • Christine G eorge
S E M E ST E R • Fa l l 2 0 1 8
{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
06 8 05 06 07 08 09
06 9
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
07 0 05 06 07 08 09
07 1
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{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
07 2 05 06 07 08 09
07 3
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{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
074 05 06 07 08 09
07 5
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
07 6 05 06 07 08 09
07 7
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{Designer} XIAOXIAO MA
{ C h a p t e r } C E L E B R AT E FA M I LY
{ L o c a t i o n } 01 02 03
04
{ P r o j e c t } FA N TA S I A
07 8 05 06 07 08 09
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{Portfolio} JOY
05 : A IR P O RT RIDE S MA DE EASY
B ackground + Approach
{B SuperShuttle is a leader in airport
transportation with more than 150 million passengers served over 30 years of experience. No matter what travel needs a person has, SuperShuttle has versatile transportation solutions that can fit every situation and budget for groups large and small, business travelers, families, and solo adventurers. SuperShuttle makes airport rides easier. }
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{Project} SUPERSHUTTLE
{A I created a new brand identity for
SuperShuttle and made the brand more modern, reliable, and memorable. The logo was made of two S’s in a continuous line that points in opposite directions, which represents the door-to-door and two-way services. It was important to stress the personalized service in every situation and budget by creating a new color palette, brand guidelines, secondary graphics, and an application system. } { L o c a t i o n } 01 02 03 04
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C O U RS E • Strategies for Branding
ASSIGNMENT • Re b r a n d i n g I N ST R U C T O R • T h o m a s Mc N u l t y
S E M E ST E R • Su m m e r 2 0 1 8
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
082 06 07 08 09
083
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
084 06 07 08 09
085
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
086 06 07 08 09
087
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
088 06 07 08 09
089
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
09 0 06 07 08 09
09 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
09 2 06 07 08 09
09 3
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
09 4 06 07 08 09
09 5
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
09 6 06 07 08 09
09 7
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
09 8 06 07 08 09
09 9
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
1 00 06 07 08 09
1 01
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
05
{Project} SUPERSHUTTLE
1 02 06 07 08 09
1 03
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{Designer} XIAOXIAO MA
{Chapter} AIRPORT RIDES MADE EASY
{ L o c a t i o n } 01 02 03 04
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{Project} SUPERSHUTTLE
1 04 06 07 08 09
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{Portfolio} JOY
06 : U R BA N PLAYG RO UN D
B a c k g ro u n d + A p p ro a c h
{B Catan is an impressive board game
designed by Klaus Teuber. It has been a part of the gaming and entertainment industry for over two decades, and it comes with an array of extensions, spinoffs, editions, and expansions. It is available in over 39 languages and it has sold more than 27 million units worldwide since 1995. Approximately 20 million people spend time in the Catan universe on a regular basis. }
{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ P r o j e c t } C ATA N
{A I created a new edition of Catan,
Urbanite for its ever-growing family of entertainment products. My goal is to keep with Teuber’s vision to build a vast community, and to attract untapped younger audiences. The theme is set in an urban environment. The vibrant color palette adds more excitement. The various urban sources evoke connection and empathy. The game lets players explore a new city together. } { L o c a t i o n } 01 02 03 04 05
06
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1 07
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C O U RS E • Package Design 3
ASSIGNMENT • Board Game Design I N ST R U C T O R • Christine G eorge
S E M E ST E R • Fa l l 2 0 1 8
{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ L o c a t i o n } 01 02 03 04 05
06
{ P r o j e c t } C ATA N
1 08 07 08 09
1 09
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URBANITE
{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ P r o j e c t } C ATA N
URBANITE
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{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ L o c a t i o n } 01 02 03 04 05
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{ P r o j e c t } C ATA N
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{ C h a p t e r } U R B A N P L AYG R O U N D
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{ P r o j e c t } C ATA N
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{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ L o c a t i o n } 01 02 03 04 05
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{ P r o j e c t } C ATA N
116 07 08 09
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{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ L o c a t i o n } 01 02 03 04 05
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{ P r o j e c t } C ATA N
118 07 08 09
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{Designer} XIAOXIAO MA
{ C h a p t e r } U R B A N P L AYG R O U N D
{ L o c a t i o n } 01 02 03 04 05
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{ P r o j e c t } C ATA N
120 07 08 09
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07 : IT ’S ALL A B O UT THE JO UR N EY
B a c k g ro u n d + A p p ro a c h
{B Audi is a German automobile
manufacturer. The Audi branding has a calm tonality, maintaining its equity. Audi embodies balance, honesty, and diversity. Audi believes balance is a gesture of self-confidence and tranquility. It makes Audi one of the best-selling luxury automobile brands in the world. Audi invited selected students from various majors to figure out how to express passion for luxury vehicles in the future urban environment of 2040. }
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{Project} AUDI
{A The graphic design team was a glob-
al team. We worked closely with students from different disciplines. This collaboration was an opportunity to define a new attitude for the Audi brand based on research. We developed a visual system to capture the essence of the Audi brand, identifying a color palette for each design team, designing a cohesive presentation template, and constructing an exhibition space to showcase the experience. }
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C O U RS E • C or porate Sponsored Project
SPONSOR
•
ASSIGNMENT • U r b a n Mo t o r Pa s s i o n
• 2040
I N ST R U C T O R • Antonio Borja
• Claudia Dallendoerfer
S E M E ST E R • Fa l l 2 0 1 8
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
124 08 09
1 25
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{ DE S IG N B R I E F
URBAN MOTOR PASSION 2040 }
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{Project} AUDI
“How do we express passion for automobiles in the future urban environment?”
CITIES ARE EVOLVING TOWARD BEING LESS AND LESS CARFRIENDLY ENVIRONMENTS › › › ›
Ownership issues (Parking, Traffic, limitations...) Regulatory issues (Pedestrian zones, autonomous zones, parking) Convenience issues (ownership limitations) Regional sp ecificities (To b e identified)
CITIES HAVE INCREA SING PROPORTIONS OF WEALTHY HOUSEHOLDS. WHAT IS THEIR EXPECTATIONS IN TERM OF CAR EXPERIENCE AND OWNERSHIP?
LUXURY AU TO MANUFACT URER BUSINESS MODELS ARE BA SED ON SINGULARITY: EMOTIONAL APPEAL. FOR SOME, DRIVING LUXURY (SPORTS) CARS IS A PLEA SURE THEY DO NOT WANT TO SEE G O AWAY. THE PA SSION FOR DESIGN IS THE WAY A LUXURY VEHICLE IS EXPECTED TO SURVIVE.
WHAT PRODUCTS, SYSTEMS, OR SOLU TIONS OF URBAN DESIGN WOULD ALLOW THE CAR ENTHUSIA ST TO FULFILL HIS EXPERIENCE IN TOMORROW ’S URBAN SET TING?
{ L o c a t i o n } 01 02 03 04 05 06
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1 26 08 09
1 27
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
128 08 09
1 29
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
130 08 09
131
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
132 08 09
133
{Portfolio} JOY
AU TO BA HN O RANGE
TIE FROT
C: 8 M: 78 Y: 99 K: 1
R: 220 G: 72 B: 39
C: 37 M: 87 Y: 91 K: 56
R: 92 G: 31 B: 18
C: 2 M: 0 Y: 0 K: 8
R: 228 G: 233 B: 236
HEX: DC4827
PANTONE: 7597 C
HEX: 5C1F12
PANTONE: 483 C
HEX: E4E9EC
PANTONE: 656 C
VOLT BL AU
NE BE L
MO N TE CA RL O BL AU
AU DI GR AU
C: 54 M: 0 Y: 33 K: 0
R: 112 G: 200 B: 185
C: 92 M: 70 Y: 40 K: 26
R: 34 G: 70 B: 99
C: 73 M: 64 Y: 59 K: 55
R: 49 G: 52 B: 56
HEX: 70C8B9
PANTONE: 570 C
HEX: 224663
PANTONE: 302C
HEX: 313438
PANTONE: 446 C
{Designer} XIAOXIAO MA
C
C
{Chapter} IT’S ALL ABOUT THE JOURNEY
{Project} AUDI
A S PH A LTGR AU
NE BE L C: 2 M: 0 Y: 0 K: 8
R: 228 G: 233 B: 236
C: 10 M: 0 Y: 0 K: 70
R: 96 G: 106 B: 112
HEX: E4E9EC
PANTONE: 656 C
HEX: 606A70
PANTONE: 10 C
AUDI GRAU
S CH WA RZ
C: 73 M: 64 Y: 59 K: 55
R: 49 G: 52 B: 56
C: 100 M: 100 Y: 100 K: 100
HEX: 313438
PANTONE: 446 C
HEX: 000000
{ L o c a t i o n } 01 02 03 04 05 06
07
R: 0 G: 0 B: 0
134 08 09
135
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
136 08 09
137
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
138 08 09
139
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
1 40 08 09
1 41
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
1 42 08 09
1 43
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
1 44 08 09
1 45
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} IT’S ALL ABOUT THE JOURNEY
{ L o c a t i o n } 01 02 03 04 05 06
07
{Project} AUDI
1 46 08 09
1 47
{Portfolio} JOY
08 : THE DEL IG HTS O F MIXO LO GY
B a c k g ro u n d + A p p ro a c h
{B Food brings people together in life.
An American anthropologist said: “Food is for gifting.� It means food provides us with something more symbolic than simply nutrition. One of the great joys of life comes from hosting friends at home. Planing a nighttime cocktail party is a great way to gather friends in your home. Every happy moment begins with a toast. The book will introduce you to the art of mixing modern craft cocktails. }
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{Project} FLUID
{A Having music is as important as
any ingredient in having a drink. A fabulous background music choice here would be Bossa Nova. I introduced three wine-based cocktail recipes. I designed three graphics that combine three types of cocktail glasses with three instruments in Bossa Nova (guitar, piano, and trumpet). The color palette was inspired by neon lights, which helped to create a cool and enchanting atmosphere. } { L o c a t i o n } 01 02 03 04 05 06 07
08
1 48 09
1 49
{Portfolio} JOY
Ξ»
C O U RS E • Typography 3
ASSIGNMENT • Cookbook Design I N ST R U C T O R • Ariel Grey
S E M E ST E R • Spring 2018
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
150 09
151
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY { Chap te r} T H E DE LIGHT OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
152 09
153
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Project} FLUID
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
154 09
155
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
156 09
157
{Portfolio} JOY {Por tfolio} JOYFUL WOR K
{De signe r} XIAOXIAO MA {Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
158 09
159
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
160 09
161
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY { Chap te r} T H E DE LIGHT OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
162 09
163
{Portfolio} JOY
{Designer} XIAOXIAO MA
{ C h a p t e r } THE DELIGHTS OF MIXOLOGY
{ L o c a t i o n } 01 02 03 04 05 06 07
08
{Project} FLUID
164 09
165
{Portfolio} JOY
09 : BACK TO BAS IC S
B a c k g ro u n d + A p p ro a c h
{B Mindre is a retail store made for
the conscious consumers — the people who care about ethics and transparency in business. Mindre provides products that are sustainably produced and made with 100% natural materials. Its products are highly durable and functional, without compromising beautiful design. Mindre makes quality and sustainability accessible to every person who cares. }
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{Project} MINDRE
{A This project was a group project.
Together, we developed four sub-brands for the store, and designed packaging for various categories within the brands. We worked closely together to make sure there were enough variations within each brand. My responsibility mainly included designing packages for the subbrand of kids and some packages for the sub-brand of food and kitchens. } { L o c a t i o n } 01 02 03 04 05 06 07 08
09
166 167
{Portfolio} JOY
Ξ»
C O U RS E • Package Design 4
ASSIGNMENT • Brand Development
• Pa c k a g e D e s i g n
I N ST R U C T O R • T h o m a s Mc N u l t y
TEAM MEMBER • S i t o n g Yu
• Ta i s i y a Te s l y a
• Ya l i n g L i
• Yu m e n g T i a n
S E M E ST E R • Spring 2019
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
168 169
{Portfolio} JOY
{ LO C ATION
PORTLAND, OR
{Designer} XIAOXIAO MA
}
{Chapter} BACK TO BASICS
{Project} MINDRE
Ξ»
CITY OVERVIEW: › A large progressive city. Northwest Oregon along the Columbia River and Oregon-Washington b order. › Portland is known for b eing a haven fo r hipsters, and as a friendly town where p eople are nice to strangers. It’s p opulation is primarily young, welleducated, arti stic, lib eral, and active. › Just ab out everyone has an outdo or hobby, like skiing, hiking, climbing, cycling, and windsurfing. › Recycling is the norm and has b een for decades. Plastic bags are illegal. Caring ab out the environment is an ess ential part of b eing in the city. The greenest city in America PEARL DISTRICT NEIGHB ORHO OD: › A former industrial area, the neighb orho o d is now the up-and-coming area for young p eople. › One of Portland’s top shopping destinations. › Houses a wide range of national and also international retailers, as well as homegrown favorites — from the world’s largest indep endent b o okstore to lo cally owned b outiques and brew pubs. › Lively street festivals and events are frequent in this busy neighb orho o d, and breweries combine with imp eccable fo o d to make the Pearl District a great place for a night out. › Pearl District’s real estate comes from new developments. Apartments here are rather exp ensive.
{ L o c a t i o n } 01 02 03 04 05 06 07 08
09
The most organic city in America
Second city for the numb er of vegans / vegetarians
170 171
{Portfolio} JOY
{PER SONA # 1
Ξ»
Portland. 27. Married. Mother LIFESTYLE: › Entrepreneur, so cial media influencer. Recently watched the mov ie “ True Cost.” › Maintains a minimalist aesthetic in her home, fashion, and so cial media profiles. › In 2019, her New Year’s resolution was to b e make more sustainable shopping decisions. › Concerned with environmental and so cial issues of materialism and consumerism.
PAI N POINTS: › Not enough options of organic pro ducts with packaging free from plastic and styrofoam. › Ta king care of her family in the most healthy and sustainable way p ossible is a challenge.
FAVORITE BRANDS: › Everlane › The Citizenry › Reformation › Te n Thousand Villages › Patagonia
{Designer} XIAOXIAO MA
ELEANORE
}
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
172 173
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{Project} MINDRE
{ PER SONA # 2
CHRISTINE
Ξ»
Portland. 52 . Divorced. LIFESTYLE: › Artist, designer. › Recently finished her advance p ottery class, and made many successful pieces. › She established a freelance art business that includes fine art, photography, graphic design, and teaching at art institutions. › As a freelancer, she has her own studio.She loves riding her horse during her limited free time. Joined a wine tasting group in 2015. PAIN POINTS: › Hard to find a platform to sell her art pieces. › Not enough options for buying sustainable wo o den toys for her grandchildren. FAVORITE BRANDS: › J Crew › Banana Republic › West Elm › Nordstrom › Whole Fo o ds
{ L o c a t i o n } 01 02 03 04 05 06 07 08
09
174 175
}
{Portfolio} JOY
RETAIL BRAND:
NAME DEFINITION › Translates as “less” from Swedish and Danish PRODUCT LINE › Fo o d, Kitchen, Family, and Beauty
SUB-BRANDS:
{Designer} XIAOXIAO MA
FOOD
KITCHEN
NAME DEFINITION › Oregano (aromatic plant) › Origin › Oregon (U.S. State)
NAME DEFINITION › Lavish (extravagant quantities) › Un (absense of)
PRODUCT LINE › Bakery, Coffee, Dairy, Meats, Fresh Pro duce
PRODUCT LINE › Co oking, Serving, and Cleaning Pro ducts
{Chapter} BACK TO BASICS
{Project} MINDRE
FA M I LY
BEAU TY
NAME DEFINITION › Translates as “story ” from Swedish › Making new memories
NAME DEFINITION › A Nordic b erry › Skin b enefits: Vitamin E, C, Omega-3, & Omega-6
PRODUCT LINE › New-Born Care, Fo o d, Nursery Furniture, Toys
PRODUCT LINE › Bath, Hair, Skincare for Young and Mature Skin
{ L o c a t i o n } 01 02 03 04 05 06 07 08
09
176 177
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
178 179
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
1 80 1 81
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
1 82 1 83
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
1 84 1 85
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
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09
1 86 1 87
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{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
1 88 1 89
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
190 191
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
192 193
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
194 195
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
196 197
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
198 199
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
2 00 201
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
202 2 03
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
204 2 05
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
206 207
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
2 08 209
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{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
210 21 1
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
212 21 3
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
21 4 215
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
216 217
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
218 21 9
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
22 0 2 21
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
22 2 2 23
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
2 24 22 5
{Portfolio} JOY
{Designer} XIAOXIAO MA
{Chapter} BACK TO BASICS
{ L o c a t i o n } 01 02 03 04 05 06 07 08
{Project} MINDRE
09
2 26 2 27
{Portfolio} JOY
{ A S PEC IA L
Ν
THANK YOU
}
FAMILY Thank you for always being there for me, for allowing me to grow and make my mistakes along the way. Thank you for making me stronger and believing that I could accomplish more than I ever dreamed I could.
FRIE N DS I am grateful for having such supp ortive and giving friends in my life. Thank you for always encouraging me and understanding me. You never fail to make me smile.
T EACHE RS To Mar y Scott, Scot Crisp, Thomas McNulty, Phil Hamlett, Wioleta Kaminska , Christine George, Ariel G rey, Antonio Borja, Claudia Dallendoerfer, Ravit Bennier, Amanda Day, Andrew Camb ouris, and David Hake for inspring me, guiding me, and giving me the strength I needed to take the next steps toward my dream of designing.
{Designer} XIAOXIAO MA
{一份特别的
Ξ»
感谢
}
家人 谢谢你们一直的陪伴，让我在错误中成长。 谢谢你们让我变得更坚强， 并且相信我可以 超越梦想，超越自我。
22 8 2 29
{Portfolio} JOY
10 : COLOPHO N
{Designer} XIAOXIAO MA
SCHOOL
C O N TA C T
• A c ademy of Art University
• Xiaoxiao Ma
• School of Graphic Design & Digital Media PRINTING • Graphic Imager y, South San Francis co, CA
BINDING • The Key Binder y, Oakland, CA
M AT E R I A L • Mohawk Superfine
• Ever yday Digtal Smooth 100T
T YPOGR APHY • Meno B anner — L ipton L etter Design • Mrs E aves XL — E migre
• Big Moore — C arter & C one
• Museo Sans — Exljbris Font Foundr y
P H OT O G R A P H Y • Xiaoxiao Ma • Ta i s i y a Te s l y a
COPYRIGHT • ©2019 Xiaoxiao Ma • All rights reser ved
• Graphic Designer
• xiaoxiaomadesign@gmail.com • 1.415 .770.8117
• xiaoxiaomadesign.com