MFA Portfolio_What if,

What if,

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PROJECT | MFA PORTFOLIO

What if,

W H A T I F, YISION GU SELECTED WORKS 2016–2019

PROJECT | MFA PORTFOLIO

Š 2019 YISHEN YISION GU

yisiongu.com

yisiondesign@gmail.com

YISHEN YISION GU

subsequent editions.

Any omissions found will be noted and corrected in

shown has been appropriately identified and credited.

consent of Yishen Yision Gu. All representative work

used or reproduced in any manner without written

All rights reserved. No portion of this book may be

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words, then I can make the possible come true.

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process. When I start a project, I begin with these two

a campaign to stop pollution? What if starts the design

future to unlimited possibilities. What if we could design

were alive today? And most importantly, it can open the

that plane? It can alter the present. What if dinosaurs

speculate about the past. What if I had never gotten on

entire event through the power of imagination. It can

“What if,” This is a special phrase. It is able to change an

W H A T I F,

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{Page No.}

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Shaking Ground,

{PROJECT 10}

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{PROJECT 09}

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MFA Thesis.

{Page No.}

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118

Moving Ascension,

{PROJECT 08}

{Page No.}

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Under Foot,

{Page No.}

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Shared Values,

{PROJECT 06}

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{PROJECT 05}

Hidden Truth,

{Page No.}

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066

Right Spot,

{PROJECT 04}

{Page No.}

{PROJECT 03}

Just Strum,

{Page No.}

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{PROJECT 02}

Dark Figments,

{Page No.}

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{PROJECT 01}

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True Riches,

W H A T I F,

Table of Contents

{KEYWORDS}

Money / Health / Happy

{COURSE}

{YEAR}

Fall 2018

{INSTRUCTOR}

Hunter Wimmer

Nature of Identity

{CATEGORY}

Branding / Visual System

{PROJECT TITLE}

Wealth of the Future Selected a brand that is dead and identify its essence.

Revive the brand by expanding the new brand’s identity and creating new extensions that open the brand to a new direction while remaining true to its original soul.

{OBJECT IVE}

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I developed new brand’s visual system and expanded into it diverse services and products. I chose to rebrand Washington Mutual because it has been a f inancial institution generations. I decided to focus on how it can build future wealth.

{ A PPROA C H }

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True Riches,

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{KEYWORDS}

Illusion / Nightmare / Daydream

{COURSE}

Spring 2018

Integrated Communication

{YEAR}

{INSTRUCTOR}

Christopher Morlan

{CATEGORY}

Branding / Visual System

{PROJECT TITLE}

David Lynch Film Festival Produce all the deliverables of a f ilm for a director.

Discover a common thread that appears in each of the chosen director’s f ilms and conceptualize a design that brings it to real life as a campaign for a f ilm festival.

Develop a system of deliverables which all capture the essence of the f ilm festival.

{OBJECT IVE}

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I chose to center the f ilm festival around the director David Lynch, who is known for his darkness, illusions and surreal movies. I decided to use gradient colors and imagery to symbolize reality and dreams. A common theme throughout his movies was characters trapped in their nightmares because they are unable to deal with their fears in the real world. I decided to use gradient colors and imagery to symbolize reality and dreams.

{ A PPROA C H }

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Dark Figments,

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{KEYWORDS}

Convenient / Fast / Cheap

{COURSE}

{YEAR}

Spring 2018

{INSTRUCTOR}

Paul Derby

Nature of Interactive

{CATEGORY}

UI / UX

{PROJECT TITLE}

Space Parking App To create a mobile application that solves a particular problem. Demonstrate the ability to go through the UI/UX design process, which includes conducting user research, generating the application concept, preparing prototypes, user testing and designing the complete user flow.

{OB JECT IVE}

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I decided to create a parking app that could solve users car parking problem, and f ind the cheapest, closest parking to the user’s destination, and set a guaranteed parking spot in advance with their credit card. The app features are smart and eff icient.

{ A PPR OA C H }

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Right Spot,

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{KEYWORDS}

Playful / Funny / Interactive

{COURSE}

{YEAR}

Fall 2016

{INSTRUCTOR}

Hunter Wimmer

Visual Literacy

{CATEGORY}

Branding / Visual System

{PROJECT TITLE}

Carrie’s Guitar Lesson To find a hand-drawn sign and redesign it. Discover the intention of the sign and create a design system to serve the intention. The goal is to use graphic design skills to improve the visual communication of the sign and transform it into the next level.

{OB JECT IVE}

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I found a sign that is for a guitar learning class. I decided to use musical instruments’ rhythmic elements to bring a sense of humor to the design. The f inal deliverables are a brochure, a promotional poster series, and a website.

{ A PPR OA C H }

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Just Strum,

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{KEYWORDS}

Explore / Share / Contain

{COURSE}

{YEAR}

Spring 2017

{INSTRUCTOR}

John Nettleton

Type System

{CATEGORY}

Type / Conference System

{PROJECT TITLE}

Type Conference To create a hypothetical design conference and design a holistic visual system for it. Show the ability to create a sophisticated visual concept that matches the aim of the conference. The goal is not only to challenge a designer’s ability to demonstrate concepts but also to demonstrate typography skills, all in a highly flexible design system which f its the needs of a design conference.

{OB JECT IVE}

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I created a type design conference called “Know the white, Guard the black.” The importance of the balance of black and white is that it is a shared value between both Eastern and Western typographic cultures. When we put something in black and white, we speak of the essence of the written word as a means to exchange and preserve information and knowledge for all, playing an important role in our culture and society.

{ A PPR OA C H }

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Shared Values,

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{KEYWORDS}

Hallucination

{COURSE}

Type Experiments

{YEAR}

Spring 2017

{INSTRUCTOR}

Wioletta Kaminska

{CATEGORY}

Experimental Type

{PROJECT TITLE}

Movie Trailer Type Posters To choose a f ilm and create an experimental type f ilm trailer poster, using an analog projector and photography skills. Prepare various objects, such as celluloid f ilm, light, translucent paper and different kinds of liquids to construct an image using an analog projector.

The goal is to get out of our comfort zones and be conf ident to generate imagery manually and creatively.

{ OBJECT IV E}

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The f ilm that I chose was Identity, directed by James Mangold. The f ilm is a psychological thrille. I used light to expose the title shadows which represent the tense feeling and concept.

{ A PPROA C H }

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W H A T I F,

Hidden Truth,

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{KEYWORDS}

Origin / Follow / Comprehend

{COURSE}

{YEAR}

Summer 2018

{INSTRUCTOR}

Colin Sebestyen

Motion Graphic

{CATEGORY}

Motion Graphic

{PROJECT TITLE}

Book Motion Trailer To create animations that mimic motions which are used in f ilms, websites, and television productions.

Using video and photography equipment, assist in selecting graphic design elements, help create storyboards, and provide solutions for technical problems.

{OBJECT IVE} L etter Fountain is the ultimate typeface handbook. I used Adobe Effects to create a motion trailer graphic for this book. I combined type elements and sound effects to create the animation.

{ A PPROA C H }

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Moving Ascension,

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{KEYWORDS}

Plan / Interest / Social

{COURSE}

{YEAR}

Spring 2017

{INSTRUCTOR}

Bob Sloat

Digital Design Studio

{CATEGORY}

UX/ UI

{PROJECT TITLE}

Running App Most beginner runners don’t know how to plan a route that is best for them. Design an app that analyzes the daily habits and paths of runners to help them create customized paths.

{OB JECT IVE} The goal of this project was making an application for runners. It offers a new running experience. With this app, users can see the activities of their friends and whoever is running, and users can keep an eye on the map for their daily workouts.

{ A PPROA C H }

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W H A T I F,

Under Foot,

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{KEYWORDS}

Prepare / Safe / Community

{COURSE}

{YEAR}

Spring 2017

{INSTRUCTOR}

Sndra Isla

Visual Thinking

{CATEGORY}

Branding / Visual System

{PROJECT TITLE}

Ripple To create a plan for disaster preparation. Every day we run the risk of a major quake striking San Francisco and leaving devastation in its wake. Earthquakes may be impossible to predict, but we can be certain of one thing, most people living in high-risk regions will be disastrously underprepared when one does strike.

{OB JECT IVE}

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This project is an emergency plan for people’s inner circle of friends, relatives, or immediate family. That way, everybody know what to do during a quake. RIPPLE is my design brand that wants to let people understand how earthquakes can happen in their region, then know what to do to be safe and mitigate damage. It also shows people now how to take action to increase preparedness and participate in community resilience planning.

{ A PPR OA C H }

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Shaking Ground,

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When disaster strikes, we come together to help each other.

Getting prepared is about knowing your neighbors, saying hi to the regulars at the local market, and staying in touch with family and friendsÑboth digitally and in person.

SIGN UP

Creat Your Account

HELP Contact / FAQ Terms of Service Privacy Policy

COMPANY Vistit Us About

CONNECT Instagram Twitter

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Connect through your digital networks.

In the event of an emergency, we all turn to our existing tools and networksÑmany of which are digital. Think about your connections and the online communities youÕre already a part of, so you can share updates and information when something happens.

HELP Contact / FAQ Terms of Service Privacy Policy

Use your Facebook account

Check updates on Twitter

Now: Create a Facebook group with your inner circle so you can easily send messages, share supplies, and make a plan together. Like RIPPLE on Facebook to get tips and updates.

Now: Add emergency accounts to your Twitter feed, to stay informed.

Some of our favorites: 911, RIPPLEorg, 511 and 311.

COMPANY Vistit Us About

CONNECT Instagram Twitter

Whether youÕre just starting out or a preparedness pro, choosing your emergency supplies is easy. YouÕll be surprised at how much you already have.

W H A T I F,

In addition to the standard supplies, certain things will help youÑand only youÑmanage during an emergency. Set aside a few items that will give you and your family extra comfort.

FLASHLIGHT

FOOD

WATER

COMPANY Vistit Us About

CONNECT Instagram Twitter

PROJECT | MFA PORTFOLIO

HELP Contact / FAQ Terms of Service Privacy Policy

YISION GU SELECTED WORKS 2016–2019

FIRST AID KIT

DOWNLOAD FULL SUPPLY LIST

{KEYWORDS}

Communication / Responsibility

{COURSE}

{YEAR}

Spring 2019

{INSTRUCTOR}

Phil Hamlett

MFA Thesis

{CATEGORY}

Branding / Visual System

{PROJECT TITLE}

All Aboard A master’s thesis project is a year-long exploration of a chosen topic that identif ies problems in the world. The purpose of the thesis is to f ind ways that graphic design can be used to address the problem and implement a possible solution that demonstrates unique design thinking. This includes a variety of in-depth research techniques, strategies, and explorations, as well as development and execution of deliverables.

{OB JECT IVE} The BART environments, stations and train cars currently pose serious public health and safety hazards. As the Bay Area’s population swells, BART faces the challenge of upgrading environmental public health. I propose to address the issue with my strategies. I created a report application, a cleanup volunteer event and an urban governance campaign that develops connections between administrators and commuters.

{ A PPR OA C H }

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W H A T I F,

MFA Thesis.

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To all of my instructors at Academy of Art University: Mary Scott, Phil Hamlet, Hunter Wimmer, Wioleta Kaminska, John Nettleton, Christopher Morlan, Bob Slote, Sandra Isla, Christine George, Andrew

For always believing in me and

supporting me no matter what

along the way. For always being

my inspiration.

inspiring me, guiding me, and encouraging me to be where I am today.

For being supportive whenever I

needed you. For being patient and

possible without friends like you.

The journey wouldn’t have been

empathetic when I was stressed.

Abney, Yoko Ichikawa, Roger See for

{TO MY FRIENDS}

Loesel, Scott Rankin, Scot Crisp, Stephen

{TO ALL INSTRUCTORS}

{TO MOM & DAD}

For your unconditional love.

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Thank You,

W H A T I F, YISION GU SELECTED WORKS 2016–2019

PROJECT | MFA PORTFOLIO

{TITLE}

+1 4153737021

yisiondesign@gmail.com

{CONTACT}

Blurb Inc.

{PRINTING & BINDING}

Neuzeit S LT

Lyon Display

{TYPOGRAPHY}

Mary Scott

{INSTRUCTOR}

MFA Portfolio Seminar

{COURSE}

Yishen (Yision) Gu

{DESIGN&PHOTOGRAPHY}

79 New Montgomery St, San Francisco, CA 94105

Academy of Art’s School of Graphic Design and Digital Media

{SCHOOL}

What if,

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Colophon,

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YISIONGU.COM