design portfolio
[ Elaine Lai
l ay e r s
l ay e r s
contents
chapter
01
[ In An Instant / 004-023 chapter
06
[ New American Rebel / 096-111
chapter
02
[ Care and Relief / 024-039 chapter
07
[ A Clean Future / 112-129
chapter
03
[ An Elusive Drop / 040-059
chapter
08
[ The Outdoor Life / 130-149
chapter
04
[ Good Old Days / 060-075
chapter
05
[ Art of Writing / 076-095
chapter
09
[ Good and Tasty / 150-171
chapter
[ Selected Logos
10
/ 172-181
[ Typography 3
course
[ Ariel Grey
instructor
[ Decisive Moment
project
c at e g o ry
L AY E R S design portfolio
[ Elaine Lai
in
an
i n s ta n t
i n a n i n sta n t
A P P L I C AT I O N S Coffee table book / Poster KEYWORDS Geometric / Minimal / High-Contrasted / Compositional T Y P E FA C E S Swiss 721 / Sabon PA L E T T E
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004 [ 005
BRIEF Take the aspects of “the decisive moment,” the particular aesthetics of modern photojournalism established by Henri Cartier-Bresson, and apply it in a typographic context. The goal was to re-interpret the visual language of photography, by not only showing Henri-Cartier’s world with flat photos, but capturing the depth of time—the moment. Typography would need to be planned intriguingly to bring movements to the static prints. The stark contrast of black-and-white in this book represents the positive/negative film in the pre-digital era; it also implies the essence of photography—the light captured in a dark box. The target audience is photographers, artists, and photographic enthusiasts.
pag e s
OBJECTIVE Design a coffee table book about the French photojournalist Henri Cartier-Bresson, and create the promotional poster for the book.
L AY E R S
design portfolio
[ Elaine Lai
i n a n i n sta n t
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[ Elaine Lai
i n a n i n sta n t
pag e s
008 [ 009
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L AY E R S
design portfolio
[ Elaine Lai
i n a n i n sta n t
pag e s
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L AY E R S
design portfolio
[ Elaine Lai
i n a n i n sta n t
pag e s
012 [ 013
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darkroom manipulation.
full-frame and completely free of any cropping or
having nearly all his photographs printed only at
room. Cartier-Bresson showcased this belief by
his photographs in the viewfinder, not in the dark -
the history of a vision. He believed in composing
terpretation of his work reveals first and foremost
born in 1908, was the eye of the century. The in-
the legendary photographer Henri Cartier-Bresson,
The twentieth century was that of the image, and
the eclectic eye of henri cartier-bresson
DECISIVEMOMENTthe eclectic eye of henri cartier-bresson Aaron Scharf
L AY E R S
design portfolio
[ Elaine Lai
i n a n i n sta n t
no.
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[ Elaine Lai
i n a n i n sta n t
pag e s
020 [ 021
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L AY E R S
design portfolio
[ Elaine Lai
[ Package Design 2
course
[ Christine George
instructor
[ Dr. Watson First Aid
project
[ Packaging
c at e g o ry
L AY E R S design portfolio
[ Elaine Lai
care and
relief
care and relief
A P P L I C AT I O N S Various items in a first aid kit KEYWORDS Stylish / Victorian / Intricate / Vintage T Y P E FA C E S Franklin Gothic / Rockwell PA L E T T E
no.
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024 [ 025
BRIEF Inspired by the ephemeral and steam punk style of the Victorian Era & Industrial Revolution Age, the Dr Watson first aid kit borrows the key character from Sir Arthur Conan Doyle’s Sherlock Holmes stories, and aims to create a limited edition vintage first aid kit to celebrate the popular novel. The label design applies a bold 19th century style with abundant use of ornament and slab serif and monster typefaces. A subtle steam punk elements to add a quirky hip look. Color coding is used to help locate various items based on function.The target audience is the middle-class females aged between 30 and 65, who have never thought a first aid kit could be as stylish as their home decor.
pag e s
OBJECTIVE To create a vintage brand identity and packaging system for an unique first aid kit.
care and relief
pag e s
026 [ 027
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L AY E R S
design portfolio
[ Elaine Lai
care and relief
pag e s
028 [ 029
no.
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L AY E R S
design portfolio
[ Elaine Lai
care and relief
L AY E R S
design portfolio
[ Elaine Lai
care and relief
no.
01
[ 02
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10
D
N
01
A r. m hi W a ch edi gh a t s la le cal dhe o n n a s M LL d g i ng he ion, i c r RO ap sive br o p o e p l ic tap atha r e M a t io e fo ble e d n r a , so i c .s ra ft a l F ng clo T a e of th p e RO M
LO
DO N
ME
DIC
BE
ST
QU
IT
IC
AL
M
Y
AL
PO
RE
P TA
RO
E
01
RO
S ugg se e s str cu t e d he et rin A wh m ch, g o p p l en ato su ve i c a re ma ch r ar t i o pe fo as ea n s at rm ed s : ed at e wh ta ion ma er pi o , d e ng r is sk is mo ten in m ne ve tio a ce me n, y s n
[ Elaine Lai design portfolio
L AY E R S
LL
ME
DIC
AL
care and relief
pag e s
034 [ 035
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L AY E R S
design portfolio
[ Elaine Lai
care and relief
pag e s
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no.
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[ Package Design 3
course
[ Thomas McNulty
instructor
[ Beringer Wines
project
[ Packaging
c at e g o ry
L AY E R S design portfolio
drop
[ Elaine Lai
an
elusive
an elusive drop
A P P L I C AT I O N S Wine labels KEYWORDS Authentic / Sophisticated / Classic / Formal / Premium T Y P E FA C E S Centaur / Copperplate / Bickham Script
PA L E T T E
no.
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040 [ 041
BRIEF Beringer Vineyards is one of the oldest wineries in the United States, and the owners have been living the passion for wine for over 138 years. With the booming of wineries in Napa Valley, Beringer has been encountering challenges from younger competitors and facing a decline in sales. The concept is to re-establish the prestige of this most-established winery in Napa Valley. The aesthetic beauty of the cast iron fence, in the traditional Victorian architectural style, intertwined into the label creates a crest that evokes the legend of Beringer, and reminds wine connoisseurs of the classic taste of Beringer wines.
pag e s
OBJECTIVE To design a set of wine labels for the 2012 Cabernet Sauvignon and Chardonnay, and a 2007 private reserve bottle for Beringer.
an elusive drop
pag e s
042 [ 043
no.
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[ 03
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L AY E R S
design portfolio
[ Elaine Lai
an elusive drop
pag e s
044 [ 045
no.
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L AY E R S
design portfolio
[ Elaine Lai
no.
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[ 03
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L AY E R S
design portfolio
[ Elaine Lai
an elusive drop
pag e s
050 [ 051
no.
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design portfolio
[ Elaine Lai
an elusive drop
pag e s
052 [ 053
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L AY E R S
design portfolio
[ Elaine Lai
L AY E R S
design portfolio
[ Elaine Lai
[ Graphic Design 3
course
[ Bryan Pieratt
instructor
[ SF TimeCap
project
[ UI/UX
c at e g o ry
L AY E R S design portfolio
good old
d ay s
[ Elaine Lai
g o o d o l d days
A P P L I C AT I O N S Mobile device app KEYWORDS Vintage / Intuitive / Texture-Rich / Inviting T Y P E FA C E S Industrial / Univers PA L E T T E
no.
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060 [ 061
BRIEF SF TimeCap is an educational trip planner, it stands for San Francisco Time Capsule. It provides historical photographs so the app users can see the before and after changes in the City over time. With this app, users can browse and explore San Francisco’s famous historic sites. They will be guided to the locations and provided with background information about each one. Vintage photos from archives can be downloaded and blended with user photos into a photo montage, which can then be sent out by e-mail or shared on social media. The target audiences are San Franciscan locals and visitors.
pag e s
OBJECTIVE To create an alternate trip planner app which combines historical backgrounds and event information for San Francisco.
L AY E R S
design portfolio
[ Elaine Lai
L AY E R S
design portfolio
[ Elaine Lai
MAP
HOME
CAMERA PHOTOS HISTORY SEARCH
PHOTOS
Gallery
HISTORY
SEARCH
INFO
NEARBY
Search history
Current events
Search by keywords
Pin/Rate/Note /Share
Timeline
earch
Search by address
Show nearby location
Events by alphabet
g o o d o l d days
Search pag e s
064 [ 065
Search by address
no.
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[ 04
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design portfolio
[ Elaine Lai
g o o d o l d days
pag e s
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L AY E R S
design portfolio
[ Elaine Lai
g o o d o l d days
L AY E R S
design portfolio
[ Elaine Lai
g o o d o l d days
no.
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g o o d o l d days
pag e s
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[ Typography 4
course
[ Ariel Grey
instructor
[ Legacies of Hand
project
c at e g o ry
L AY E R S design portfolio
[ Elaine Lai
art of
writing
art of writing
A P P L I C AT I O N S Book / Poster KEYWORDS Artistic / Spontanious / Experimental / Hand-lettering T Y P E FA C E S Hoefler Text / Trade Gothic PA L E T T E
no.
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076 [ 077
BRIEF As the young generation spend more time using keyboards and touchpads as writing tools, calligraphy, as a traditional form of art with functionality and decorativeness, is facing critical threat in the digital era. Calligraphy brings in intimacy, personality, free spirit, and uniqueness to the artists, its handmade quality is almost impossible to mimick and replicate with digital devices. This project promots the craft of calligraphy, fusing aspects from West and East, to create a new aesthetic in order to attract the young generation to the oldest art. This will revive calligraphic art with the contemporary aspect of cross-cultural fusion, and remind people the creativity of bare hands.
pag e s
OBJECTIVE Design a book, and conference poster for a conference that promotes calligraphic art.
art of writing
pag e s
078 [ 079
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
pag e s
082 [ 083
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
pag e s
084 [ 085
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
pag e s
088 [ 089
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
pag e s
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L AY E R S
design portfolio
[ Elaine Lai
art of writing
pag e s
092 [ 093
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[ Package Design 3
course
[ Thomas McNulty
instructor
[ Levi’s Power Tools
project
[ Packaging
c at e g o ry
L AY E R S design portfolio
rebel
[ Elaine Lai
new
american
new american rebel
A P P L I C AT I O N S Power tool packages KEYWORDS Heritage / Enduring / Bold / Tough / Gritty T Y P E FA C E Helvetica Neue PA L E T T E
no.
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BRIEF Levi Strauss & Co. is an American clothing company known worldwide for its Levi’s brand of denim jeans. Inspired by James Dean, who perfectly portrayed the classic American rebel, the power tools bearing this popular and heritage American brand, have a refreshing look differs from the predictable power tool packaging. It shows the spirit of the new American rebel, and the enduring quality that reminds people of their old Levi’s denim jeans. The target audience is male, who has at least one pair of Levi’s denim jeans, and appreciates the Levi’s life style.
pag e s
OBJECTIVE Create a new product line power tools under Levi’s brand but still carries the brand personality to refresh Levi’s brand image.
no.
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[ 06
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SANDER
Levi Strauss craftman series
DRILL
new american rebel
09
10
pag e s
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design portfolio
[ Elaine Lai
new american rebel
pag e s
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L AY E R S
design portfolio
[ Elaine Lai
new american rebel
pag e s
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design portfolio
[ Elaine Lai
new american rebel
pag e s
106 [ 107
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L AY E R S
design portfolio
[ Elaine Lai
new american rebel
pag e s
108 [ 109
no.
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L AY E R S
design portfolio
[ Elaine Lai
new american rebel
pag e s
110 [ 111
no.
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[ 06
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[ Visual System 1
course
[ Troy Alders
instructor
[ Chlora
project
[ Identity / Print / UI/UX
c at e g o ry
L AY E R S design portfolio
[ Elaine Lai
a
clean
future
a clean future
A P P L I C AT I O N S Poster / Mobile device app / Web banners / Stationery system KEYWORDS Green / Clean / Abstract / Professional T Y P E FA C E Gotham PA L E T T E
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BRIEF Green chemistry, the practice of chemical products and processes that reduce or eliminate the generation of hazardous substances, is a new approach that leads to significant environmental benefits. The goal of the project was to draw the attention of the conference participants to this new topic in the chemical industry. The conference identity hints at the elemental periodic table; the clean color tone and refreshing look-and-feel effectively communicate the core values of green chemistry: innovation, technology, and eco-awareness. The target audience is academic researchers, scientists, and industrial professionals.
pag e s
OBJECTIVE Create the identity and design the web banner, conference app, and poster for a conference that advocates green chemistry.
a clean future
pag e s
114 [ 115
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design portfolio
[ Elaine Lai
a clean future
pag e s
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design portfolio
[ Elaine Lai
a clean future
pag e s
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[ Elaine Lai
a clean future
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[ Elaine Lai
a clean future
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L AY E R S
design portfolio
[ Elaine Lai
2014
CONFERENCE INFO
HOWARD ST.
747
CONFERENCE INFO course
SIGN-IN
5.30
25
$
FEEST. HOWARD
DATE NT
ORD
SIGN IN
2014
LOCATION
Typography 3
2014
1-8 PM
747
LOCATION
5.30
25
TIME N WITH FACEBOOK ACCOUNT
N WITH TWITTER ACCOUNT
$
FEE
DATE
1-8 PM TIME
2014
SHARE
HOWARD ST. ACCOUNT
a clean future
PASSWORD
747
LOCATION
SIGN IN
5.30
25
$
FEE
DATE
SIGN IN WITH FACEBOOK ACCOUNT
1-8 PM
SIGN IN WITH TWITTER ACCOUNT
TIME
2014
2014
GREEN CHEMISTRY
BIOCHEMICAL
GREEN CHEMISTRY
BIOCHEMICAL
also called sustainable chemistry, is a philosophy of chemical research and engineering that encourages the design of products and processes that minimize the use and generation of hazardous substances.
is the study of chemical processes within and relating to the living organisms.
ACCOUNT PROFILE
By controlling information flow through biochemical signaling and the flow of chemical energy through metabolism, biochemical processes give rise to the complexity of life.
Whereas environmental chemistry is the chemistry of the natural environment, and of pollutant chemicals in nature, green Chemical and chemistry seeks tohazards reduce and toxic substances pose a prevent pollution at its source. wide range of health hazards...
CHANGE PASSWORD
BRIGHTNESS
DISPLAY FONT
T
KEY COLOR
no.
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[ 07
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UNIVERS
[ Identity Design 2
course
[ Thomas McNulty
instructor
[ Bass Pro Shops
project
[ Identity
c at e g o ry
L AY E R S design portfolio
life
[ Elaine Lai
the
outdoor
the outdoor life
A P P L I C AT I O N S Brand Identifier / Stationery System / Applications KEYWORDS Sophisticated / Quality / Retro / Mellow T Y P E FA C E S Customized Industrial / Univers / Copperplate PA L E T T E
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130 [ 131
BRIEF Bass Pro Shops is a privately held retailer of hunting, fishing, camping and related outdoor recreational merchandise. It has over 70 existing and proposed stores in the United States and Canada, and has always been crowned the leading brand in the sports of fishing and hunting. Since its establishment in the early 1970s, the original identity has become outdated, the faux texture of the woodcut looks ingenuine, the logotype is difficult to read. The new look infused quality into the valued tradition of a skilled angler/ hunter. The target audience mainly focuses on male customers between 30 and 60 years of age with an average income profile.
pag e s
OBJECTIVE Create a new identity to revitalize the outdated brand for Bass Pro Shops—a leading company focused on fishing gear in the U.S.
the outdoor life
pag e s
sin
5 197
ce
no.
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SHOPS
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design portfolio
[ Elaine Lai
the outdoor life
pag e s
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design portfolio
[ Elaine Lai
the outdoor life
pag e s
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design portfolio
[ Elaine Lai
the outdoor life
pag e s
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L AY E R S
design portfolio
[ Elaine Lai
the outdoor life
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[ Elaine Lai
the outdoor life
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[ Elaine Lai
the outdoor life
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[ Elaine Lai
the outdoor life
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[ Package Design 4
course
[ Michael Osborne
instructor
[ Savvy Market Heartland
project
[ Identity / Packaging
c at e g o ry
L AY E R S design portfolio
good and
ta s t y
[ Elaine Lai
g oo d a n d tast y
A P P L I C AT I O N S Brand identity / Grocery merchandise KEYWORDS Heartwarming / Approachable / Natural / Healthy T Y P E FA C E S Caslon / Gotham / Museo / Rockwell / United Sans PA L E T T E
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150 [ 151
BRIEF Retail chains of all sizes develop and market store brands in various ways, such as Safeway’s O Organics and Eating Right. For Savvy Market, its Heartland brand is positioned as warm and healthy, and a perfect neighbor in your neighborhood. Product lines include household groceries such as fruit jam, milk, pasta, oilive oil, herbal tea, and coffee beans. The design solution focuses on an American country style that reminds the consumer of homemade quality with a dash of nostalgic warmth.The target audience is the urban middle class who cares about the earth, their lifestyle, and values the quality of groceries they purchase.
pag e s
OBJECTIVE Work in a team of two, develop the personality and identity for Savvy Market, a conceptual upscale store within Safeway, and create the packaging system for its own store brandÂ, Heartland.
g oo d a n d tast y
pag e s
152 [ 153
S AVVY
SAVVY
M A R K E T
M A R K E T
M A R K E T
SA VVY
S AVVY
S AVVY
M A R K E T
M A R K E T
SAVVY
S AVVY
M A R K E T
M A R K E T
SAVVY
SAVVY
M A R K E T
S AVVY
SAVVY M A R K E T
M A R K E T
M A R K E T
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SAVVY M A R K E T
M A R K E T
M A R K E T
M A R K E T
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design portfolio
[ Elaine Lai
g oo d a n d tast y
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g oo d a n d tast y
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[ Elaine Lai
g oo d a n d tast y
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[ Elaine Lai
g oo d a n d tast y
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L AY E R S
design portfolio
[ Elaine Lai
g oo d a n d tast y
pag e s
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L AY E R S
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[ Various
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c at e g o ry
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SHOPS
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SHOPS
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heartland AME
RICA’ S CHOICE
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AME
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SAVVY M A R K E T
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t h a n k you
t h a n k you
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THANK YOU Mary Scott, Thomas McNulty, Candice Lopez, Roland Young, Ariel Grey, Michael Osborne, Christine George, Bryan Pieratt, Darrel Hayden, Troy Alders. My dear family, friends, peers, and especially Wen.
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credit
credit
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ART DIRECTOR [ Mary Scott
184 [ 185
DESIGNER [ Elaine Lai PHOTOGRAPHERS [ Elaine Lai / Jian Qu COPYWRITER [ Elaine Lai COPY EDITORS [ Elaine Lai / Janine Ryle PRINTER [ Giant Horse BINDER [ The Key Binding COVER STOCK [ Arrestox Slate Gray TEXT STOCK [ Finch Fine 100 lb S O F T WA R E [ Adobe Creative Cloud T Y P E FA C E S [ Univers / Serifa
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DESIGNER [ Elaine Lai EMAIL [ yingjenlai@gmail.com WEB [ elainelai.com PHONE [ 415 350 4870
Š 2015 ELAINE LAI All rights reserved. No portion of this book may be reproduced without the permission of the copyright holder.
design portfolio
[ Elaine Lai