I'm Rong

My name is Yu Rong. Most people have fun with my name (You’re wrong!), but I think it’s the right name for me, as it has helped me spark conversations and make new friends. This can also be applied to my designs — sounds so wrong, but feels so right. You know what I mean?

project_1

Underground Architecture_008

project_2

Happy Land_020

project_3

Avon Rebranding_036

project_4

Explore Your Unconscious_062

project_5

Idol Vintage_080

project_6

Nowhere from Here_100

project_7

ExCleaner_128

project_8

Scene Specimen_142

project_9

Safety Starts with Vision_156

MFA thesis

HerSTEM_172

HEY, I’M RONG!

HEY, I’M RONG! THIS IS A JOURNEY ABOUT HOW BEING WRONG CAN BE SO RIGHT.

Hey, I’m Rong

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Selected work from 2013-2016

a_about Rong

My name is Yu Rong. Most people have fun with my name (You’re wrong!), but I think it’s the right name for me, as it has helped me spark conversations and make new friends. This can also be applied to my designs — sounds so wrong, but feels so right. You know what I mean? Just like the chapter openers — the red orange block seems so wrong on the green gradient, but they feel so right!

b_dedicated

to my parents

Qian Rong and Xin Yang

Hey, I’m Rong

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Selected work from 2013-2016

a_information

edited and designed by

directed by

photography by

typeset in

software

printed by

book bindery

title of book

text stock

school

Yu Rong Mary Scott Yu Rong and Plotnet Din Adobe Creative Cloud Giant Horse Printing, San Francisco, CA The Key Printing and Binding, Oakland, CA Hey, I’m Rong 100# Finch Fine

Academy of Art Univeristy, School of MFA Graphic Design

b_copyright

All rights reserved. No part of this book may be produced or transmitted in any form or by any means, electronic or mechanical, including photocopy or any storage and retrieval system, without permission in writing from the owner. Respect copyright, encourage creativity! Copyright © 2016, Yu Rong

c_contact

name

web

Yu Rong

email

cn.rongyu@gmail.com

phone

415.819.7745

yurong.us

Hey, I’m Rong

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Selected work from 2013-2016

index

Underground Architecture_008

project 1

project 2

Happy Land_026

project 3

Avon Rebranding_038

project 4

Explore Your Unconscious_064

project 5

Idol Vintage_082

project 6

Nowhere from Here_102

project 7

ExCleaner_130

project 8

Scene Specimen_142

project 9

Safety Starts with Vision_156

MFA thesis

HerSTEM_172

Hey, I’m Rong

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Underground Architecture Kathrin Blatter Type Experiments Fall 2014, 3 Weeks Illustrator, Photoshop

b_objective

Creating three posters as a series about architecture with custom type. Discovering various methods to create custom type is the main focus of this project.

c_approach

I created three posters that are about underground architecture.

The poster Safe is for a bomb shelter, Calm is for a wine cellar and Link is for a subway. Each poster used different materials including an egg carton, stitching and playing cards to convey the concept. The secondary type is neatly centered on each side of the poster to express a structured feeling.

d_deliverables

A series of posters, 18 Ă— 24 inches, inkjet printing

e_publication

Featured in Creative Quarterly, issue 40

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Underground Architecture, Fall 2014

TO LIVE A CREATIVE LIFE WE MUST LOSE OUR FEAR OF BEING WRONG. — Joseph Chilton Pearce

Hey, I’m Rong

Selected work from 2013-2016

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_015

Underground Architecture, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Project, Fall 2014 2013

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Underground Architecture, Project, Fall 2014 2013

Hey, I’m Rong

Selected work from 2013-2016

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_029

Underground Architecture, Fall 2014

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Happy Land David Hake Type Systems Spring 2014, 3 Weeks InDesign, Illustrator

b_objective

Creating a thirteen-page chapbook about the future. Type choices, typesetting and layout are the main focus of this project, along with creating and editing contents.

c_approach

I introduced the future hostel called Happy Land. The future hostel will be sustainable, including the building materials and the water and ventilation system. Human centered service will be the guiding principle. I created the illustrations with a screen print texture to give an organic, comfortable and environmentally friendly vibe.

d_deliverables

Booklet, 5 Ă— 7 inches, 13 pages, soft cover, saddle stitched

e_publication

Featured in Creative Quarterly, issue 40

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START BEING WRONG AND SUDDENLY ANYTHING IS POSSIBLE. — Paul Arden

Happy Land, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Happy Land, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Happy Land, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Happy Land, Spring 2014

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Happy Land, Spring 2014

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Selected work from 2013-2016

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Happy Land, Spring 2014

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Avon Rebranding Hunter Wimmer The Nature of Identity Fall 2015, 13 Weeks InDesign, Illustrator, Photoshop, Wix

b_objective

To rebrand a dead or a dying brand, and explore which industries the company could lean on. The new identity should present the soul of the company with a fresh approach.

c_approach

Avon has a lot of potential to be rebranded and extend into new categories because its brand soul, empowering women, is a hot topic today. Its empire was built on the direct selling business model in the last century—when most women stayed home and didn’t have their own careers, Avon invited them to sell their products and be able to make their own money. In order to present the new brand soul, empowering women in leadership, the logo was created in a letter A shape within sparkling elements. I used black and gold throughout the new identity to convey an elegant and exclusive feeling.

d_deliverables

Brand book, 132 pages, 8 × 10 inches, hard cover, perfect binding, inkjet printing, website

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Avon Rebranding, Fall 2015

BEING RIGHT KEEPS YOU IN PLACE, BEING WRONG FORCES YOU TO EXPLORE. — Steven Johnson

Hey, I’m Rong

Selected work from 2013-2016

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Avon Rebranding, Fall 2015

Hey, I’m Rong

Selected work from 2013-2016

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Avon Rebranding, Fall 2015

Hey, I’m Rong

Selected work from 2013-2016

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Avon Rebranding, Fall 2015

Hey, I’m Rong

Selected work from 2013-2016

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Avon Rebranding, Fall 2015

Hey, I’m Rong

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Avon Rebranding, Fall 2015

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Avon Rebranding, Project, Fall 2013 2015

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Selected work from 2013-2016

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Avon Rebranding, Fall 2015

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Avon Rebranding, Fall 2015

AVO N E M P OW E R S WOMEN AND URGES T H E M TO R E AC H T H E I R F U L L P OT E N T I A L.

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Avon Rebranding, Fall 2015

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Avon Rebranding, Fall 2015

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Avon Rebranding, Fall 2015

Hey, I’m Rong

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Avon Rebranding, Fall 2015

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Explore Your Unconscious Kathrin Blatter Type Experiments Fall 2014, 3 Weeks InDesign, Illustrator

b_objective

Creating a nineteen-page iPad editorial that is science related.

Legibility and interaction in digital format was the concentration for the project.

c_approach

The iPad booklet introduced a brief history of hypnosis. Hypnosis therapy is a method to expose and react to the subject’s unconscious.

It has been considered a mysterious method since its beginnings.

RGB colors create an unexpected feeling for the reader. Deconstructed images convey the process of hypnosis—to explore human minds from different layers and perspectives.

d_deliverables

iPad booklet, 19 pages, 2048 × 1536 pixels, vertical

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IT’S RIGHT TO BE WRONG. — Paul Arden

Explore Your Unconscious, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Explore Your Unconscious, Fall 2014

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Explore Your Unconscious, Fall 2014

a_moodboard

Hypnosis is surrounded by mystery. It has been regarded as “evil” or “dangerous” by many Christians, but scientifically, hypnosis can be used to help people to quit bad habits, lose weight and relieve stress.

During hypnosis therapy, the hypnotist gives the subject suggestions, which leads them to release their subconscious minds in an attempt to open the door to deeper, personal insight. Our unconsciousness is unlimited and it is much deeper than our consciousness. For my project, I wanted to explore how hypnosis helps us recall the unconscious contents of our minds and how it affects our consciousness, our subconsciousness, and our unconsciousness.

b_keywords

Awareness, dream, pure, consciousness, subconscious, control, unconscious, untouchable space, characters, puzzle, surrealism

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Explore Your Unconscious, Fall 2014

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Selected work from 2013-2016

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Explore Your Unconscious, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Explore Your Unconscious, Project, Fall 2014 2013

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Selected work from 2013-2016

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Explore Your Unconscious, Fall 2014

Hey, I’m Rong

Selected work from 2013-2016

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Explore Your Unconscious, Fall 2014

Hey, I’m Rong

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Explore Your Unconscious, Fall 2014

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Idol Vintage Hunter Wimmer Visual Literacy Fall 2013, 4 Weeks InDesign, Illustrator, Photoshop

b_objective

Creating a visual system for a store in San Francisco. The visual system should express the store’s unique quality and the visual elements could be generated by various methods.

c_approach

I selected Idol, a vintage clothing shop in San Francisco. The geometric patterns with a dark color tone express their high-end clothing from the 1920s to 1960s. The geometric font Futura is used for the body copy. It relates to the era of the clothing. The classic font Didot used for the headers adds a more elegant feeling.

d_deliverables

Stationery, app, booklet, 5.8 × 8.3 inches, 28 pages, soft cover, French binding, inkjet printing

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Idol Vintage, Fall 2013

I LOVE BEING WRONG BECAUSE THAT MEANS IN THAT INSTANT, I LEARNED SOMETHING NEW THAT DAY. — Neil deGrasse Tyson

Hey, I’m Rong

Selected work from 2013-2016

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Idol Vintage, Fall 2013

Hey, I’m Rong

Selected work from 2013-2016

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Idol Vintage, Fall 2013

a_about Idol

Idol is a high-end vintage clothing boutique located in the San Francisco Mission District. Customers can find designer label vintage clothing ranging from the 1920s to 1960s. Idol carries a large selection of Art Deco pieces, which really inspired my design.

All the items are collectable and it is the best place for a vintage clothing collector or a fashion blogger.

b_target

My main target is experts in the fashion industry, such as fashion designers or fashion bloggers. The secondary target is people age fifty and up who are looking for their memories from these years.

The brand expression is classic, luxurious and unique.

c_keywords

Classic, luxury, Art Deco, collectible, historic, memorable, glorious, modern, heyday, unique

Hey, I’m Rong

Selected work from 2013-2016

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Idol Vintage, Fall 2013

Hey, I’m Rong

Selected work from 2013-2016

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Idol Vintage, Fall 2013

Hey, I’m Rong

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Idol Vintage, Fall 2013

Hey, I’m Rong

Selected work from 2013-2016

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Idol Vintage, Fall 2013

Hey, I’m Rong

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Idol Vintage, Fall 2013

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Idol Vintage, Fall 2013

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Idol Vintage, Fall 2013

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Nowhere from Here Christopher Morlan Integrated Communications Spring 2015, 13 Weeks InDesign, Illustrator, Photoshop

b_objective

Creating a virtual film festival for a chosen film director. A common thread in his or her films is required, as well as development of a cohesive visual system for various deliverables.

c_approach

I chose the director Richard Linklater along with six of his films.

Based on these films, including Slacker, Before Sunrise and Boyhood, the thread I came up with was “Wandering in chaos and trying to make choices about what life is supposed to be, people dream aloud in loose-limbed conversations. For them, the goal becomes more and more pointless.” I illustrated characters walking towards two divergent directions to present the idea, along with a casual and loose style throughout the overall identity.

d_deliverables

Catalog, 9 × 14 inches, 42 pages, soft cover, newsprint, inkjet printing, poster, 30 × 40 inches, DVD packaging, tickets, website, promotional materials, process book

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Nowhere from Here, Spring 2015

WHATEVER YOU BELIEVE, BE OPEN TO BEING WRONG. — Peter Rollins

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Nowhere from Here, Spring 2015

a_strategy

Linklater’s films give wide and refined perspectives about life and the moment. Based on this concept, the film festival is held in the summertime from June 15th to 30th because it is the middle of the year that gives the audience a break from thinking about the past half year and what will happen in the next half.

b_audience

The main target audience is twenty-somethings. Some of them just came out of school and are starting their careers. Some of them have been working at a job for a while, and they are looking for changes, inspiration or trying to figure out exactly what life is all about.

c_films

Slacker (1991), Dazed and Confused (1993), Before Sunrise (1995), Waking Life (2001), Before Sunset (2004), Boyhood (2014)

Hey, I’m Rong

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Nowhere from Here, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

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Nowhere from Here, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

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Nowhere from Here, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

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Nowhere from Here, Spring 2015

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

ExCleaner Anne Kitzmiller Nature of Interaction Spring 2015, 13 Weeks Illustrator, Sketch, InVision

b_objective

Creating an app from concept to prototype. The process includes design brief, audience profiling, wireframing, user testing and interface design.

c_approach

ExCleaner is a tool to block the user’s ex from their digital life for twenty-eight days because twenty-eight days represents the cycle for building new habits. It was inspired by three friends who had just broken up with their boyfriend or girlfriend. They complained about getting annoyed by their ex’s posts on Facebook, and I got my ‘aha’ moment. The empowering feeling is conveyed by the dark gray background along with three neon colors. The geometric illustration adds a sense of delight to this melancholy topic.

d_deliverables

App prototype, process book

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ExCleaner, Spring 2015

WRONG TURNS ARE AS IMPORTANT AS RIGHT TURNS. MORE IMPORTANT, SOMETIMES. — Richard Bach

Hey, I’m Rong

Selected work from 2013-2016

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ExCleaner, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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ExCleaner, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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ExCleaner, Spring 2015

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Selected work from 2013-2016

30%

10%

60%

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illustration style

iconographic

ExCleaner, Spring 2015

Hey, I’m Rong

Selected work from 2013-2016

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ExCleaner, Spring 2015

Hey, I’m Rong

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Scene Specimen Andrew Loesel Type Composition Fall 2013, 3 Weeks InDesign, Illustrator

b_objective

Creating a fourteen-page specimen for a typeface. Type choices and promo ideas are the main focus of this project, along with creating and editing contents.

c_approach

I chose the typeface Scene, designed by Sebastian Lester. Scene is introduced with an examination of time starting with the question “What does two years mean?” The various answers to this question allow me to use a range of numbers and letters. The geometric feeling throughout the specimen corresponds with Scene’s clean, calm, and highly legible features.

d_deliverables

Booklet, 8.5 × 11 inches, 13 pages, soft cover, saddle stitched

e_publication

Featured in Becoming a Successful Graphic Designer by Neil Leonard, published by Bloomsbury

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Scene Specimen, Fall 2013

THE WAY TO GET UNBLOCKED IS TO LOSE OUR INHIBITIONS AND STOP WORRYING ABOUT BEING RIGHT. — Paul Arden

Hey, I’m Rong

Selected work from 2013-2016

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Scene Specimen, Fall 2013

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Selected work from 2013-2016

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Scene Specimen, Fall 2013

Hey, I’m Rong

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Scene Specimen, Fall 2013

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Scene Specimen, Fall 2013

cross bar

seasons

Hey, I’m Rong

Selected work from 2013-2016

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Scene Specimen, Fall 2013

Hey, I’m Rong

Selected work from 2013-2016

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Scene Specimen, Fall 2013

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Selected work from 2013-2016

a_information

project

instructor

course

timeframe

tools

Safety Starts with Vision David Hake Type Systems Spring 2014, 3 Weeks InDesign, Illustrator, Photoshop

b_objective

Creating a fifty-three-page book about the future. Type choices, typesetting and layout are the main focus of this project, along with creating and editing contents.

c_approach

I introduced a future road condition safety system for drivers, called Safety Starts with Vision. In five to seven years, drivers will be informed about traffic conditions, car distances and weather safety while driving. I used muted color tones and a clean infographic and photography style to convey a calm and technical feeling. Dizzy patterns add a touch of visual interest.

d_deliverables

Book, 8 Ă— 10 inches, 53 pages, hard cover, perfect binding

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Safety Starts with Vision, Spring 2014

YOU CAN RISK BEING WRONG OR YOU CAN BE BORING. — Seth Godin

Hey, I’m Rong

Selected work from 2013-2016

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Safety Starts with Vision, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Safety Starts with Vision, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Safety Starts with Vision, Spring 2014

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Selected work from 2013-2016

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Safety Starts with Vision, Spring 2014

Hey, I’m Rong

Selected work from 2013-2016

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Safety Starts with Vision, Spring 2014

Hey, I’m Rong

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Safety Starts with Vision, Spring 2014

Hey, I’m Rong

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Safety Starts with Vision, Spring 2014

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HerSTEM, Spring 2015 to Fall 2016

IT’S IMPOSSIBLE TO CONCEIVE OF SCIENTIFIC PROGRESS WITHOUT UNDERSTANDING THE IMPORTANT ROLE OF BEING WRONG. — Alan Dershowitz

Hey, I’m Rong

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Selected work from 2013-2016

a_information

MFA Thesis

HerSTEM

instructors

Phillip Hamlett, Bob Slote, Jeremy Stout

timeframe

tools

Spring 2015 to Fall 2016, 4 semesters Adobe Creative Cloud, Sketch, Flinto, InVision

b_problem

The gender inequality in the STEM fields—science, technology, engineering and math—is substantial. Only 24% of women work in the STEM industries in America; this hurts innovation and economic growth. To empower and inspire teenage girls to get into the STEM fields, I created HerSTEM. HerSTEM is a community for teenage girls to get inspiration and connection in the STEM fields.

c_solution

HerSTEM consists of an app, a website and STEM kits. A first time user can find projects and connect to peers on the app. In other words, the HerSTEM app is a STEM project Tinder; girls can like or dislike projects by swiping right and left. Once the user likes a project on the app, she can find the full project overview, method, creator and STEM kits on the website. Each project is created by professionals in the STEM fields and some of the projects are offered as kits for hands-on experimenting. Pink and orange make a good contrast with the dark gray background. The colors run throughout the HerSTEM brand style, and give the audience an empowered feeling.

d_deliverables

Website, app, STEM kits, promotional video, brand guideline, process book, online journey

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

a_process

To resolve the problem of gender inequality in the STEM fields, reaching out to the appropriate people is important. By talking to STEM professionals, both men and women, visiting science museums and attending related events, I got a lot of insight on the topic.

For example, biology Phd Nathaniel Fernhoff at Stanford University, made me realize that most high school students have very little experience in actually talking with business professionals such as engineers, let alone seeing what engineers do. It became one of my most important initial inspirations for the HerSTEM concept.

b_images

Image a_an event held at General Assembly, New York City Dreamers Doers: Making it happen with Kelly Hoey. Kelly is an angel Investor, writer, advisor and speaker, image b_visting the Exploratorium, a public learning laboratory exploring the world through science, art, and human perception, image c_User testing with Alice Lei, a General Assembly student, image d_user testing with Byrne Erica, a professional engineer, image e_an event held at SFJAZZ Center, San Francisco Valuing Diversity in Design and Technology. Panelists included Kimberly Bryant, the founder of Black Girls Code a

c d

b

e

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

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HerSTEM, Spring 2015 to Fall 2016

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U NO R 3 B OAR D FL ASH M EM ORY 32kb SRAM 2KB (ATmega328) EEPROM 1KB (ATmega328) C LOC K SPEED 16 MHz L ENGTH 68.6mm WIDTH 53.4mm WEIGTH 25g M IC ROC ONTROL L ER ATmega328 OPERATING VOLTAG E 5V INPU T VOLTAG E (L IM ITS) 6-20V DIG ITAL I/ O PINS 14 ANALOG INOU T PINS 6 DC C U RRENT PER I/ O PIN 40mA DC C U RRENT FOR 3 .3V PIN 50mA

Sourcing From Robotlinking©

U S B CABL E 65 F F JU MP E R WIR E S R E SISTO RS

4 00 P O I NT BR E ADBOAR D stick

PUSHBUTTON SWITCH RGB LED

HerSTEM, Spring 2015 to Fall 2016 _195

W H AT I S T H E BOX ?

5 USB Cable 6 RGB LED 7 Pushbutton Switch

Uno R3 board 400 point breadboard Resistors 65 FF jumper wires

1 2 3 4

Hey, I’m Rong

Selected work from 2013-2016

a_big thanks

Thanks to all my instructors at the Academy of Art University, especially to Phillip Hamlett, Mary Scott, Jeremy Stout, Hunter Wimmer, Bob Slote, Kathrin Blatter, David Hake, Christopher Morlan, Anne Kitzmiller and Andrew Loesel.

Thanks to all my peers who shared your sharpest minds and supportive spirit with me. We worked hard together and made things happen.

Without you, I couldn’t be Yu.

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THIS IS A JOURNEY ABOUT HOW BEING WRONG CAN BE SO RIGHT.