The Design Portfolio of Yihsuan Lu
LINEATE
The Design Portfolio of Yihsuan Lu
LINEATE
Dedicated to all my family and friends. Thank you so much for being a part of my life.
LINEATE Definition
Everything starts from a line. Lines are the foundation of graphic design, or any kind of design for that matter. They have taken on mythological meanings and popularized in fiction and film. For designers, the typographies we use and the grids we follow while designing a project are the building blocks to mastering our craft.
Concept
As a designer, I begin with a line and see it through to a completed project. It Is interesting to look back on my process after I have everything finished and find that originating line. This book represents the lines, images, and ideas I used to create the final compositions. The projects are a representation of my journey through Graphic Design.
01
02
03
04
05
06
07
08
09
OVERALL Project 1
HETEROGENIUS
08_31
Project 2
CHILDLIKE
32_51
Project 3
DEFOREST
52_67
Project 4
KINESTHETIC
68_81
Project 5
INSEPARABLE
82_93
Project 6
CRONOLOGIC
94_103
Project 7
TIMEKEEPER
104_113
Project 8
FOOLHARDY
114_121
Project 9
PERSONIFIED
122_129
01 .
HETEROGENIUS Description
This project was to take an already existing company whose identity might be considered dated and redesign their brand from the ground up. The goal was to look at who they are and what they represent as a company and then try to communicate their message through the new branding system. The scope of the project included full brand visual guidelines and an application system, as well as a conceptual website and iPhone application.
Concept
As a brand founded in nature, the two trees in Origin’s current identity represent the brand’s duality: the power of nature and the proof of science, a respect for the past blended with a vision for the future, the need for inner health and outer beauty, and a respect for eastern and western culture, male and female. I appreciate the idea of how important the number two is in their current identity and decided to keep the idea. But instead of using trees as their new identity, I used abstract leaves to represent the ideas of the company to show how skincare products should be light, gentle, and pure.
Ye a r
Course
2012 SPRING
IDENTITY 3
Instructor
Project
TODD HEDGPETH
ORIGINS
Application
C o l o r Pa l e t t e
IDENTITY MANUAL
Pa g e _ 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 9
Pa g e _ 1 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 1 1
Pa g e _ 1 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 1 3
Pa g e _ 1 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 1 5
Pa g e _ 1 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 1 7
Pa g e _ 1 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 1 9
Pa g e _ 2 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 2 3
Pa g e _ 24
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 2 5
Pa g e _ 2 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 2 7
Pa g e _ 3 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 01
P r o j e c t _ ORIGINS
Pa g e _ 3 1
Pa g e _ 3 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
02.
CHILDLIKE Description
Continuing on with the Origins project, as Identity 3 students, we were also told to make up a sub-brand and create another separate system. The company I chose to rebrand was Origins, and the sub-brand I created was a new kids line under Origins called Origami.
Concept
For my sub-brand Origami, instead of using any images related to nature, a baby chick was chosen to be my identity since it shows the naive, innocent and pureness of children. Also, the entire visual guide was illustrated to separate it from the main brand Origins.
Ye a r
Course
2012 SPRING
IDENTITY 3
Instructor
Project
TODD HEDGPETH
ORIGAMI
Application
C o l o r Pa l e t t e
IDENTITY MANUAL
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 3 3
Pa g e _ 3 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 3 5
Pa g e _ 3 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 37
Pa g e _ 3 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 3 9
Pa g e _ 4 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 4 1
Pa g e _ 4 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
o r i g a m i
Pa g e _ 4 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 4 5
origami
Pa g e _ 4 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 47
Pa g e _ 4 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 4 9
Pa g e _ 5 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 02
P r o j e c t _ ORIGAMI
Pa g e _ 5 1
03.
DEFOREST Description
The Amazon rainforest makes up about one-third of the world’s tropical forest, an area covering some 4.1 million square kilometers. However, land-use conversion in the Amazon is triggering forest loss and degradation and is rapidly changing the regional landscape. FAO data reveals that Brazil accounted for approximately 42 percent of global net forest loss from 2000 to 2005; most of this deforestation occurred in the Brazilian Amazon. The goal of this project was to make people aware of what is happening to the Amazon rainforest.
Concept
This book is focused on the concept of breaking. I created various photographs and typography that appeared to be broken in half to show the unstable part of the Brazilian Amazon rainforest that is currently being demolished by humans.
Ye a r
Course
2012 SPRING
TYPOGRAPHY 4
Instructor
Project
CAROLINA DE BARTOLO
DISAPPEARING
Application
C o l o r Pa l e t t e
BOOK DESIGN
Pa g e _ 5 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 5 3
Pa g e _ 5 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 03
P r o j e c t _ DISAPPEARING
Pa g e _ 5 5
Pa g e _ 5 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 57
Pa g e _ 5 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 03
P r o j e c t _ DISAPPEARING
Pa g e _ 5 9
Pa g e _ 6 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 6 1
Pa g e _ 6 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 03
P r o j e c t _ DISAPPEARING
Pa g e _ 6 3
Pa g e _ 6 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 03
P r o j e c t _ DISAPPEARING
Pa g e _ 6 5
Pa g e _ 6 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 03
P r o j e c t _ DISAPPEARING
Pa g e _ 6 7
Pa g e _ 6 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
04.
KINESTHETIC Description
The objective of this project was to design a promotional piece to raise awareness of an idea, which in this case, is about psychological behavior, known as body language. The information is based on a book titled What Every BODY is Saying: An Ex-FBI Agent’s Guide to Speed-Reading People by Joe Navarro and Marvin Karlins. This project is a series of printed pieces based on the information in this book. The scope of the project included 1 booklet, 3 posters, and a micro website. The goal was to teach people not to judge others by what they say, but by what they say with their bodies.
Concept
The concept of this project is to focus on helping audiences to have basic ideas of what body language does and what those movements really mean. Audiences should understand that they should not just listen to what people say in daily life, but that they also need to pay attention to the movement of their bodies while people are having a conversation. Three main sections (facial expressions, body posture, and hand gestures) were picked. These three are the easiest to begin with, especially for people who are not professionally trained. The illustration style in this book is also meant to be more exaggerated than how body language really is, so it will be for readers to understand.
Ye a r
Course
2011 FALL
PRINT 1
Instructor
Project
MEGUMI KIYAMA
LET’S TALK
Application
C o l o r Pa l e t t e
BROCHURE / WEB / POSTER
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 6 9
Pa g e _ 7 0
DDeessi iggnneerr__YIHSUAN YIHSUAN LU LU
P oProtrf tofloi ol i_o LINEATE _ LINEAR
C h a p t e r _ 08
P r o j e c t _ LET’S TALK
Pa g e _ 7 1
Pa g e _ 7 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 7 3
Pa g e _ 74
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 75
Pa g e _ 7 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 7 7
Pa g e _ 7 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 7 9
Pa g e _ 8 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 04
P r o j e c t _ LET’S TALK
Pa g e _ 8 1
05.
INSEPARABLE Description
These posters target the current marriage issues in Taiwan. There are around 160 couples getting divorced everyday in Taiwan and only a few of them are willing to let people know of it because of different reasons. There are many couples who still do not dare to divorce because they care too much about what people would think. The idea is to bring people’s attention to the subject of marriage and to realize they should not be shameful. When a couple decides to divorce, a new journey begins when the old one ends.
Concept
In a traditional Taiwanese wedding, people fold red paper in half and cut out nice symmetrical pieces to create a pair of animals or flowers representing two people becoming a family. I took the idea of paper cutting, but instead using the same animals, I picked very different ones to represent the differences of each person. When the time comes, they shouldn’t be forced together as a family; those animals still have place that they belong to at the end of the story.
Ye a r
Course
2012 SPRING
PRINT 2
Instructor
Project
ROLAND YOUNG
MARRIAGE?
Application
C o l o r Pa l e t t e
POSTER
Pa g e _ 8 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 8 3
Pa g e _ 8 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 05
P r o j e c t _ MARRIAGE?
Pa g e _ 8 5
Pa g e _ 8 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 05
P r o j e c t _ MARRIAGE?
Pa g e _ 8 7
Pa g e _ 8 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 05
P r o j e c t _ MARRIAGE?
Pa g e _ 8 9
Pa g e _ 9 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 9 1
Pa g e _ 9 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 9 3
Pa g e _ 9 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
06.
CRONOLOGIC Description
The basic idea of this website is to share knowledge of how to manage time in a smart way. It is common to hear people complain about how busy they are and that they don’t always have enough time for certain things, such as spending time with family or finally finishing a book they bought years ago. I came up with the idea to design a website and several collateral pieces to help audiences find solutions of how to manage their time in a better way.
Concept
We only have 24 hours a day and we have so many things we need to do in such a limited amount of time. Is it possible to have a way of making our lives easier with a simple solution? I questioned myself at the beginning of the project, and separated our daily schedules into three main categories: work, play, and home. I designed the website with stylish icons and a consistent color palette to build up a simple labelling system.
Ye a r
Course
2011 SUMMER
GRAPHIC DESIGN 3
Instructor
Project
JENNY JI
TIME IT
Application
C o l o r Pa l e t t e
WEB / MOBILE APP
C h a p t e r _ 06
P r o j e c t _ TIME IT
Pa g e _ 9 5
Pa g e _ 1 0 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 06
P r o j e c t _ TIME IT
Pa g e _ 1 0 1
07.
TIMEKEEPER Description
The project was to pick a Global 500 company and redesign their brand. I chose United Continental Holdings, Inc. The company is the successor of UAL Corporation, which agreed to change its name to United Continental Holdings in May 2010, when a merger agreement was reached between the United and Continental Airlines.
Concept
Considering that United Airlines is one of the biggest airlines in the world, to be on time becomes the core goal of an international marketing company. I wanted to create a brand identity for United Airlines that is more unique, fresh, and contemporary. The three rings of the new United Airlines identity represent the connection with the entire world and also shows their promise to the audience: The world in sync.
Ye a r
Course
2011 FALL
IDENTITY 2
Instructor
Project
GORDON MORTENSEN
UNITED AIRLINES
Application
C o l o r Pa l e t t e
IDENTITY MANUAL
Pa g e _ 1 0 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 1 0 5
united
Pa g e _ 1 0 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 07
P r o j e c t _ UNITED AIRLINES
Pa g e _ 1 07
Pa g e _ 1 0 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 07
P r o j e c t _ UNITED AIRLINES
Pa g e _ 1 0 9
Pa g e _ 1 1 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 07
P r o j e c t _ UNITED AIRLINES
Pa g e _ 1 1 1
Pa g e _ 1 1 2
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 07
P r o j e c t _ UNITED AIRLINES
Pa g e _ 1 1 3
Pa g e _ 1 1 4
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
08.
FOOLHARDY Description
This project was to promote Pantone Inc. with a set of posters. The goal was to interest audiences by showing them who Pantone is and what they do by using limited Pantone colors and vector illustrations styles. In this poster series, In order to grab the attention of younger audiences. I chose three new crazy activities that young people like to participate in these days.
Concept
Continuing with new crazy activities, each poster illustrates an activity that young people enjoy and participate in to try and fit in among their peers. I picked three activities, batmanning, leisure diving, and planking, as my topic to promote Pantone Inc.
Ye a r
Course
2011 FALL
PRINT 1
Instructor
Project
MEGUMI KIYAMA
PANTONE PROMOTION
Application
C o l o r Pa l e t t e
POSTER
C h a p t e r _ 08
P r o j e c t _ CRAZY ACTIVITIES
Pa g e _ 1 1 5
Pa g e _ 1 1 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 08
P r o j e c t _ CRAZY ACTIVITIES
Pa g e _ 1 1 7
Pa g e _ 1 1 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
Pa g e _ 1 1 9
Pa g e _ 1 2 0
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 08
P r o j e c t _ CRAZY ACTIVITIES
Pa g e _ 1 2 1
09.
PERSONIFIED Description
To rebrand or design identities for different companies.
Concept
This chapter is a selection of identity projects that I’ve done during the course of my stay at Academy of Art University from 2009 to 2012.
Pa g e _ 1 2 2
D e s i g n e r _ YIHSUAN LU
Ye a r
Course
VARIOUS
VARIOUS
Instructor
Project
VARIOUS
VARIOUS
Application
C o l o r Pa l e t t e
IDENTITY
VARIOUS
P o r t f o l i o _ LINEATE
Pa g e _ 1 2 3
Pa g e _ 1 24
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 09
P r o j e c t _ IDENTITIES
Pa g e _ 1 2 5
Pa g e _ 1 2 6
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 09
P r o j e c t _ IDENTITIES
Pa g e _ 1 2 7
Pa g e _ 1 2 8
D e s i g n e r _ YIHSUAN LU
P o r t f o l i o _ LINEATE
C h a p t e r _ 09
P r o j e c t _ IDENTITIES
Pa g e _ 1 2 9
THANKSWORTHY Fa m i l y & F r i e n d s
Pinghua Li, Shuruan Wen, Yiwen Lu, Nicholas Groetsch, Adam Bilodeau, Lijen Huang, Enyi Sung, Yinghsuan Li, Wenru Lin, Yuting Chen, Dr. Wu and Mrs. Wu, I could have never made this book without you, thank you so much for endless love and support. Special section only for Lisa Schneller. Million thanks for being my portfolio proofreader, you made this book even better. Pora Rith, Rogar Wang, Chelsea Arrington, Yngyng Marshall, Tiffany Moy, Mark Kuzio, Angie Zhou, and everyone I took classes with in graphic design, thank you a bunch for all inspiring and pushing me as we worked alone and with each other these past three years. Andrea Rocha and Ann Parks, thanks for giving me a chance to work with you, you made my last year of school stays worth even more.
Instructors
Mary Scott, Scott Rankin, Scot Crisp, Roland Young, Todd Hedgpeth, Megumi Kiyama, Carolina de Bartolo, Jenny Ji, Gordon Mortensen, Laura Milton and Darrell Hayden, thank you for opening new doors for me, you are the people who told me I can do more than just Illustration. Chuck Pyle, Robert Revels, Stephen Player, Gordon Silveria, and all the Illustration instructors I had in the traditional illustration department, thank you for all the drawing and painting training you’ve taught me, it was such a pleasure having classes with you.
漏 2012 All rights reserved. No part of this publication can be reproduced without express permission from YIHSUAN LU School
Course
ACADEMY OF ART UNIVERSITY,
SENIOR PORTFOLIO
SCHOOL OF GRAPHIC DESIGN
Instructor
Student
MARY SCOTT
YIHSUAN LU
Te l e p h o n e
415路321路0949
YIHSUANLU@ME.COM
Book Printer / Bindery
P h o t o g ra p h y
BLURB
YIHSUAN LU / ROGER WANG
Title of Book
Cover Stock
LINEATE
PROLINE UNCOATED
Fo n t s
Pa p e r S t o c k
GOTHAM / CHRONICLE TEXT
PROLINE UNCOATED
Software ADOBE CREATIVE SUITE 5.5 / 6