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Y I N Y I N L I U M FA D E S I G N P O RT F O L I O
inf luency
be reproduced without express permission from Yinyin Liu
Š 2015 all copyrights reserved. No part of this publication can
/ SOFTWARE / Adobe creative cloud
/ TEXT STOCK / Hoefler text regular, trade gothic LT Std regular
/ PAPER / 100 # Recycled text
/ BINDERY / The Key Printing & Binding, Oakland, CA
/ PRINTER / Water Mark Press, San Francisco, CA
/ DELIVERABLES / Portfolio book, identity system
/ PHOTOGRAPHY / Yuan Pu
/ INSTRUCTOR / Mary Scott, Phil Hamlett
/ CLASS / Portfolio seminar
/ TITLE OF BOOK / Influency
/ PROJECT / MFA portfolio
/ TELEPHONE / 804 787 3283
/ EMAIL / yinyin409@gmail.com
/ WEBSITE / yinyinliu.com
/ STUDENT / Yinyin liu
/ SCHOOL / Academy of Art University, School of Graphic Design
influence people’s lives in many ways .
influences a designer takes in from the outside, the designer will also
layout looks, and one good layout can impact viewers. Just like the many
to making a measurable difference. Many components can influence how a
lives; designers’ creativity could defeat habits with innovative approaches
to social challenges, which can make a real difference in real people’s
way they look, think, and design. Designers bring empathy and creativity
essence, so are designers. The things that influence designers will alter the
see, hear, eat, and experience, as well as by their cultural background. In
Each person has their own way of thinking that is influenced by what they
/ INFLUENCY / » » » / PERSONAL PHILOSOPHY /
Design is more than just a few tricks to the eye. It’s a few tricks to the brain.
NEVILLE BRODY
CATEGORY Print
PROJECT Music poster
SECTION 04/08
136 /
CATEGORY Advertising + print + branding + website
PROJECT PrimeDelivery
SECTION 08/08
CATEGORY Print: book
7 8/
PROJECT Dimensions
SECTION 07/08
CATEGORY Packaging + branding
122/
PROJECT PetCare first aid kit
SECTION 03/08
60/
CATEGORY Packaging + branding
CATEGORY Packaging + branding
SECTION 06/08 PROJECT New udon noodle soup
PROJECT Cowgirl Creamery brie cheese
SECTION 02/08
106 /
CATEGORY Print: book
4 8/
PROJECT Rockford—Hush Puppies rebranding
SECTION 05/08
CATEGORY Campaign + packaging + branding
88 /
PROJECT Breaking Out film festival
SECTION 01/08
12/
Table of contents
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01/ Breaking Out: a Luc Besson event
01 02 03 04 05 06 07 08 / Bre a king O u t f il m f e s t iva l
CATEGORYS / Packaging + branding
event schedule/ website/ products carrier/ catelog book
DELIVERABLES / Identity pack/ poster/ limited edition DVD collection/ soundtrack/ tickets/
INSTRUCTOR / Christopher Morlan, Hunter Wimmer
CLASS / Intergrated Communications
PROJECT / Breaking Out film festival
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showcase those films to fans within the few days that the festival is being held.
contains five films that tie a unique theme from the director’s work. We aim to
Create a hypothetical film festival based on a director of our choice. The festival
/ OBJECTIVE /
from which they will either escape with their freedom or die.”
thread became, “Desperation forces Besson’s characters into dangerous situations
portray extreme characters to question the social norm. Eventually, my festival
that Besson’s films often observe our society from another angel. He tends to
The Professional, La Femme Nikita, Le Dernier Combat and Angel-A. I found out
I chose the French director, Luc Besson, whose featured films are Subway, Leon:
/ APPROACH /
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WAY
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» » »
LA FEMME
NIKITA
LÉON THE PROFESSIONAL
ANGEL-A
INFLUENCY
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/ PAGE 48 /
CATEGORY / Packaging + branding
DELIVERABLES / Large size brie/ medium size brie/ small size brie
INSTRUCTOR / Christine George
CLASS / Packaging Two
Y I N Y I N L I U, M FA P O RT F O L I O
02/ , Point Reyes own brie takes a bow
01 02 03 04 05 06 07 08 / C owg irl Cre a m e r y brie c he e s e
PROJECT / Cowgirl Creamery brie cheese
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The brand I chose was Cowgirl Creamery, which is a San Franciscobased artisanal cheese company. The founders are all females and their cheeses won several awards. I want to redesign a new look to make the brand and its products stand out from other brands. The new look will appeal to the cheese buyer with a western theme.
Create identity and packaging for an existing brand that needs redesigning or make up one’s own brand. The new design should keep the soul of the brand and develop a more attractive visual system to attract old and new consumers.
/ APPROACH / / OBJECTIVE /
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01 02 03 04 05 06 07 08 / C owg irl Cre a m e r y brie c he e s e Y I N Y I N L I U, M FA P O RT F O L I O
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01 02 03 04 05 06 07 08 / C owg irl Cre a m e r y brie c he e s e Y I N Y I N L I U, M FA P O RT F O L I O
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/ PAGE 60 /
CATEGORY / Packaging + branding
chosen, and a big carrier that could contain them all
DELIVERABLES / At least 20 items that relate to the first aid kit you have
INSTRUCTOR / Christine George
CLASS / Packaging Two
Y I N Y I N L I U, M FA P O RT F O L I O
03/ Keep your puppy safe at all times
01 02 03 04 05 06 07 08 / Pe t Ca re f irs t a id kit
PROJECT / PetCare first aid kit
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“happiness” are words that usually come to mind. For some pet parents, a trip is no fun if the four-legged members of the family cannot come. Therefore, the “PetCare Travel Kit” is designed for dog lovers, so they can ensure a safe and comfortable trip for everyone.
/ OBJECTIVE / Create identity and packaging for an existing or self-created brand. The new design should bring a lively look and feel to the brand to attract old and new consumers.
When it comes to describing pets and road trips, “cute,” “fun,” “colorful,” and
/ APPROACH /
/ PAGE 64 /
PETCARE
FIRST AID GEAR
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01 02 03 04 05 06 07 08 / Pe t Ca re f irs t a id kit Y I N Y I N L I U, M FA P O RT F O L I O
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/ PAGE 78 /
CATEGORY / Print
DELIVERABLES / Poster
INSTRUCTOR / Stan Zienka
CLASS / Experimental Type
Y I N Y I N L I U, M FA P O RT F O L I O
04/ Experimenting with type and music
01 02 03 04 05 06 07 08 / Mu s ic pos te r
PROJECT / Music poster
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/ APPROACH / I chose a Chinese song, This Year This Night. It was written by the Taiwanese singer Tom Chang. This song describes the beauty of a sunset, as well as the romantic joys a young couple had when they were viewing the sunset.
/ OBJECTIVE / Create a poster for a song of your choice. Take photos of projected images and typography, then choose the images that integrate best to layout this poster. A description will be underneath the images, including the artist's name, the song's name, and a small paragraph about the song.
/ PAGE 82 / SECTION
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01 02 03 04 05 06 07 08 / Mu s ic pos te r Y I N Y I N L I U, M FA P O RT F O L I O
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/ PAGE 88 /
CATEGORY / Print: book
DELIVERABLES / Brand guideline
INSTRUCTOR / Hunter Wimmer
CLASS / Nature of Identity
Y I N Y I N L I U, M FA P O RT F O L I O
05/ Giving the puppies a brand new life
Hu s h P u ppie s re bra nding 01 02 03 04 05 06 07 08 / Roc kf ord —
PROJECT / Rockford—Hush Puppies rebranding
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I chose the brand Hush Puppies. Hush Puppies was the inventor of casual style, applying the philosophy of fun, comfortable and genuine style to its products. I decided to expand the brand from providing only fashion products to providing both physical and mental comfort at home and out of the home, including products, events, environments, experiences, and education.
Bring new life to a dead, dying, or defunct brand. The rebrand moves beyond the creation of a simple identity system to discover the nuances in the creation of a holistic brand. Keep the brands initial morals and values and bring the company beyond what it was.
/ APPROACH / / OBJECTIVE /
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Hu s h P u ppie s re bra nding 01 02 03 04 05 06 07 08 / Roc kf ord — Y I N Y I N L I U, M FA P O RT F O L I O
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Hu s h P u ppie s re bra nding 01 02 03 04 05 06 07 08 / Roc kf ord — Y I N Y I N L I U, M FA P O RT F O L I O
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Hu s h P u ppie s re bra nding 01 02 03 04 05 06 07 08 / Roc kf ord — Y I N Y I N L I U, M FA P O RT F O L I O
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Hu s h P u ppie s re bra nding 01 02 03 04 05 06 07 08 / Roc kf ord — Y I N Y I N L I U, M FA P O RT F O L I O
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CATEGORY / Packaging + branding
DELIVERABLES / Noodle pack/ chopstick pack/ post cards/ sauces
INSTRUCTOR / Hunter Wimmer
CLASS / Visual Literacy
Y I N Y I N L I U, M FA P O RT F O L I O
06/ Getting saucy with your noodle soup
01 02 03 04 05 06 07 08 / Ne w u don noodl e s ou p
PROJECT / New udon noodle soup
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/
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new udon noodle soup. I developed a new visual system for the restaurant’s new products, by color coding the different flavors and using clean illustrations to show the Japanese style.
/ OBJECTIVE / Choose an undesigned piece of communication, keep the same messaging intent, and apply a system-thinking approach to the project.
new udon noodle soups. The goal of that communication was to sell more of their
I chose to redesign a handmade advertisement for a small Japanese restaurant’s
APPROACH /
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01 02 03 04 05 06 07 08 / Ne w u don noodl e s ou p Y I N Y I N L I U, M FA P O RT F O L I O
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CATEGORY / Print
DELIVERABLES / Book
INSTRUCTOR / Stan Zienka
CLASS / Experimental Type
Y I N Y I N L I U, M FA P O RT F O L I O
07/ , It s always the little things that matter
01 02 03 04 05 06 07 08 / Dim e ns ions
PROJECT / Dimensions
SECTION
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along the way.
Create a visual journal, an everyday life journey; and capture the moments
/ OBJECTIVE /
attention to our peaceful lives.
record a short period in my life, but also to remind people to pay more
Yet, they are often ignored by us. Hence, I made this journal not only to
the way, and I found that small, ordinary things could be extremely beautiful.
my creation of this visual journal, I paid more attention to the things along
Beach. I often take a walk to the beach and enjoy viewing the sunset. During
I live in the Sunset District of San Francisco, which is very close to Ocean
/ APPROACH /
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01 02 03 04 05 06 07 08 / Dim e ns ions Y I N Y I N L I U, M FA P O RT F O L I O
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INFLUENCY
» » » Y I N Y I N L I U, M FA P O RT F O L I O 01 02 03 04 05 06 07 08 / Dim e ns ions SECTION
DAZZ LING Keep looking around, you will never be disppointed this is “terrible”, haha...but this is so United States, you see all this kinda of sh** everyday~~
/ PAGE 130 /
I was born in Beijing, China, and from the TV we watched, the book we read, we’ve heard that America valued liberty—by which was meant the ability to think, speak, travel, and believe as one pleased, and to seek the same for others. I was told that It’s a “free country” and the “land of the free” and other such patriotic things. I’d like to believe those values still lie at the heart of America.
2254-35TH AVE
HO ME I came to San Francisco for more than 18 months now, for a master degree. I actually have been in the United States for over four years, I also had my college degree in the States, too. I was in Richmond, Virginia for three years and a half. I lived in an apartment building for that three years, and this is actually the first time I live in a real house. Like what we’ve seen on TV. Although we don’t really have a yard, I am pretty satisfied with it. And it’s pretty cool to spend only $350 for a monthly rent! Can you actually believe this price in this expensive city? I am a lucky person!
On the way... _we saw blue blue sky, _we saw green big trees, _we saw energy wasted... _and three cute puppies curiously looking at us...
7
It’s still couple of hours until the sunset, but I’m enjoying my time, as I’m always perfectly fine by myself, it’s a life attitude. We are all writers of our life stories. So we are the people who decide how the story goes. However a lot of people tend to depend on other people too much. They have good expectations, they expect their lives can be changes, but they just wouldn’t do anything to it. We need to take many chances in our lives, some of them worth of trying, and some of them don’t. But I am telling you: you never know until you try. We should live positively, we want something, we have to do something to get it. We have a dream, go get it. Don’t let everyone and everything get into our way of success. Someone cannot do something, they will tell you you cannot do it, either. Distant from the coast, you are slowly disappearing. Face has been blurred, even it was gradually clear. I want to say something but I do not know where to begin, so just keep the feeling in the bottom of my heart.
If the deep feeling back, you are no longer lingering. Let the wind. If the sea can take away my sadness, like it takes each river away. Please take all the sorrows, all of the tears and my love along.
Lost in the sea, to look at menstrual tide. To no avail, trying to remember every spray flowers clear. Want to say love you, but disperse in the wind. Back at a loss, you are there. If the sea can have love return. Let me wait a lifetime. 10 23
26
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What you see depends on what your heart sees. A trip isn’t about where is the destination, it’s about the scenery on the way, and the mood when enjoying it.
A good day for a short walking trip, travel safe! We don’t usually have 87F quite often, so the unusual worth something different than staying at home doing homework. My home is 30 minutes walking distance to the Ocean Beach. So, let’s hit the road to see the Pacific Ocean, some big birds and who knows what on the way.hort walking trip.
4
8
It’s like a magic, when you open up your imagination, you will see something that you normally wouldn’t see... The shift between sun and moon, here is another day for the other side of the planet, and another night for us.
To get involve oneself into nature is always a good way to enjoy life, and find our planet beautiful, extraordinary and meaningful. Compare to the ocean, we are nothing, its size makes us such small, we are nothing different than a fish. But see how it unconditionally and fully embraced everything. The tide bulge and fall routinely, it seems boring and normal, but its ordinary makes thousands of marine organism’s lives possible. And we get so many benefits from those marines. So keep up the ordinary makes extraordinary.
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29
Goodbye, sun! Hello, moon! Nice trip, isn’t it? On the way we see everything but ordinary. If only busy people who are busy creating or searching for extraordinary things could actually pay a more attention to our surroundings, our small peaceful lives are colorful, awesome and worth of enjoy each day...treasure those memories, no matter how much you hate “today”, remember “today” will become “yesterday”, which will never come back again. 33
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01 02 03 04 05 06 07 08 / Dim e ns ions Y I N Y I N L I U, M FA P O RT F O L I O
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01 02 03 04 05 06 07 08 / Prim e De l ive r y Y I N Y I N L I U, M FA P O RT F O L I O
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independently. However, who is going to take care of them?
took care of us when we could barely eat, barely walk, and barely do things
Not everyone has a child, but everyone has parents and grandparents. They
/ MFA THESIS /
/ PAGE 138 /
CATEGORY / Advertising + print + branding + website
DELIVERABLES / Website/ case study video/ print ads/ jar labels/ souvenirs
INSTRUCTOR / Bob Slote, Dave Gottwald
CLASS / Direct Studies
08/ Love the ones who raised us
01 02 03 04 05 06 07 08 / Prim e De l ive r y
PROJECT / PrimeDelivery
SECTION
Y I N Y I N L I U, M FA P O RT F O L I O
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the chairty program and the target audience. To find a way that makes the program fuction better, wisely use the partnership within the food industry and sponsors.
/ OBJECTIVE / Choose a topic that you are passionate about, dig deep the topic with research, and provide a design solution for the issue.
senior hunger issue to be my MFA thesis topic and to build a bridge between
city, in one of the wealthiest countries — the U.S.A. I decided to take the
Francisco in 2011, and shockingly, I found so many homeless people in the
virtues.” This is what I’ve been told since I was a little girl. I came to San
I was born and grew up in Beijing, China. “Piety is the foundation of all
/ APPROACH /
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the food industry and be placed in supermarkets, convenient stores and restaurants, making donations will be as easy as the checkout counter at a supermarket. Each donation can be made to a specific district and be tracked.
organization supporting local seniors. While Meals on Wheels is doing what they can, they are resource challenged and need help, so the current food rescue mission needs everyone engaged.
accessible in people’s everyday lives.
consciousness about the senior hunger issue and making donating easy and
PrimeDelivery is a collaborative service-design project with the goal of raising
to lift our parents and grandparents out from the hunger.
senior hunger. Hunger has been one of the world issues. But together, we can start
wide. To allow other cities’ residents and business to start to contribute to end the
The campaign will eventually be developed as city-to-city campaign national
attention as well as motivate them to donate. The campaign will also cooperate with
in 1970, Meals on Wheels San Francisco is a local, independent non-profit
/ SOLUTION /
of a series of traditional and non-tradition ad campaigns designed to grab people’s
Partnering with Meals on Wheels San Francisco program,the project consists
Y I N Y I N L I U, M FA P O RT F O L I O
About 20% of the seniors in San Francisco face the threat of hunger. Founded
/ PROBLEM /
SECTION
29,629
seniors are hungry
8,432
seniors are living at/below poverty line
2,800
20%
148,148 seniors are living in San Francisco
seniors have been helped by meals on wheels program
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transparency. SOCIAL MEDIA Social media is playing a more and more important role in people’s everyday lives. But organizations like Meals on Wheels haven’t taken advantage of the power of social media. We need to use the social media to motivate people and show them some kinds of appreciation through this widely using platform.
MORE WAYS TO GIVE Meals on Wheels San Francisco has an ambitious mission, to end hunger among the city’s most vulnerable population. However, so far going to their website is the only way to make a donation. So, if people don’t know the organization, don’t know about their website, or don’t even think seniors suffer from food insecurity, without providing more ways to give, it will be really hard to achieve the goal.
is spent. This is a common problem of charities, so we need to allow financial
need to let more people know this problem exists.
INFLUENCY
People will always question where does their money go, and how their money
» » »
Right now we barely see any ad campaigns around the city about the issue, so we
TRANSPARENCY
Y I N Y I N L I U, M FA P O RT F O L I O
HIGH VISIBILITY
/ DESIGN OPPORTUNITIES /
SECTION
/ PAGE 152 /
SUPERMARKET
NEW SALE
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a percentage from their customer orders to go to the Meals on Wheels delivery account. San Francisco has millions of tourists each year, so the campaign will also provide tourists an opportunity to give something back to the city that they enjoyed so much. I will design some Meals on Wheel souvenirs, and add the option to include a percentage from their customer orders to go to the Meals on Wheels delivery account.
/ TARGET AUDIENCE / GROCERY SHOPPERS It’s a good place to remind people that seniors often face food insecurity, by placing traditional-posters and non-traditional campaigns — empty containers in supermarkets and convenient stores that allow shoppers to make a donation when they check out by purchasing our empty containers.
restaurants and make Meals on Wheels Special, and add the option to include
opportunities to donate in few convenient ways. We can partner with selected
Many San Franciscans eat out almost daily, so why not give people the
RESTAURANT CUSTOMERS + TOURISTS
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the jar to the local Safeway when it’s full.
to the PrimeDelivery account by simply putting small changes to the jar, and take
the counter when they purchase one of our jars. People can make another donation
More importantly, in these supermarkets, people will be able to makes donations at
a unique end cup display. The emptiness, it is hoped, will grab people’s attention.
During holiday seasons, in participating supermarkets, empty jars will be placed on
/ JAR BANKS /
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people to send their donation to a desired place.
transparency, each donation will have have a donation number, which enables
One of the unique part of the PrimeDelivery campaign is to allow donation
/ DONATION TRACKING /
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not be at the stage I am now without the help of these two amazing instructors.
Thank you to my excellent advisers, Mary Scott and Phil Hamlett. I would certainly
/ ACKOWLEDGEMENT /
Without them, I would never have had the chance to come to the U.S.A to study.
Zhang), and my friends, who have been supportive both financially and mentally.
I dedicate this work to my Mom (Jing Zhang), my Dad (Guofeng Liu), my aunt (Yan
/ DEDICATION /
To the ones who helped me along the way