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The Design Portfolio of Yihsuan Lu

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The Design Portfolio of Yihsuan Lu

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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

Email

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






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