2017—2020
action Design in
ZAKI ZHANG
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2017—2020
action Design in
ZAKI ZHANG
SELECTED WORKS
Copyright | Š2020 Zaki Zhang All rights reserved. No part of this publication can be reproduced, distributed or transmitted in any form or by any means, including photocopying, recording and other electronic or mechanical methods, without the prior written permission from the publisher.
Table of
contents
Looking Through You | Page 004 Some Like It Hot | Page 028 I am Not a Rabbit | Page 052 Art of Language | Page 080 Woo, Luminous Ideas | Page 102 The Adventurers’ Game | Page 124 The Playful Planet | Page 150 Your Trip Motivator | Page 174 Life in Rhythm | Page 192 The Brand Collection | Page 226 Thank You | Page 234 Colophon | Page 236
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Looking through you
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Keywords Experimental Emotional Comparative Realistic Distorted
CHAPTER 01
Objective | Design a system for an art exhibition that focuses on the issue of marginalized groups. The exhibition takes place at SF MOMA. The exhibition will create experiences that provoke dialogue and that inspire creativity and collective action. Art is a responsibility and a mission. This exhibition will bring people’s attention to marginalized communities. Making a progressive change in one world can help us transform others.
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Approach | I used black and red as the main color scheme to represent marginalized people’s portrayal in our society: helpless but with courage. I used the narrow column width and condensed typefaces to represent the living space of marginalized communities is being squeezed. Justified typesetting gives a feeling of being blocked, like the marginalized groups live in their “small boxes.” Neither we nor they can easily break the roles or borders between us because we have no idea where to start; I hope the start is at this exhibition; building equity for all is one of the main things we need to discuss in our society.
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Project Title Art Exhibition Visual System Semester Spring 2020 Course Typography 4 Category Typography Instructor Ariel Grey
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CHAPTER 02
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Some like it hot
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Keywords
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Unique High-Quality Memorable Historical Prohibition
CHAPTER 02
Objective | Create a packaging system for a brand of liquor by research and evaluate the marketplace and target audience. By examing the marketing and branding of a product line, the concept and graphic style elevates a brand's product through packaging. Bad Medicine was established in Kentucky and launched to commemorate the era of Prohibition.
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Approach | During Prohibition, many underground bars emerged in the United States. Liquor was even packaged as medicine for sale. I used some illustrations of skulls to emphasize the demonization of alcohol products during Prohibition. The laser-cut wooden packaging box gives a sense of the prohibition period. The label is designed by imitating doctor’s notes. Although Prohibition is gone, we can still know the story behind the bottle.
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Project Title Whiskey Package Design Semester Spring 2019 Course Package Design 3 Category Packaging Instructor Christine George
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CHAPTER 03
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I am not a rabbit
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I AM NOT A RABBIT
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Keywords Illusionary Surrealism Unreal Optical Art Mirage
CHAPTER 03
Objective | Design a conceptual cookbook around a chosen topic. Research the topic and structure of the concept, including recipes, a bookmark, website, poster, and event tickets. It is also important to create various chapters with descriptions. The goal is to push the boundaries of the future of typography.
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Approach | In the French dessert industry, the only limit is your imagination. This cookbook would focus on a variety of incredible French desserts. The style of many desserts is unexpected. These projects, these designs, these dessert play tricks on your eyes, even fool your palate. I used serif and san serif typeface together to express the feeling of modern and elegance. All pictures have been flipped and adjusted for transparency, in order to give the readers a visual illusion.
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Project Title Cookbook Design Semester Fall 2018 Course Typography 3 Category Typography Instructor Ariel Grey
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Art of language
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ART OF LANGUAGE
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Keywords Educational Useful Creative Trustful Apprehensive
CHAPTER 04
Objective | With over a billion native speakers, about 15% of the world’s population speak Chinese as their mother tongue. That’s more than Spanish, English, French, and German—combined! One in six people speaks Chinese. Rosetta Stone is one of the most beautiful designs, one of the top agencies, one of the most successful apps. I chose Rosetta Stone as my entity and it will provide classes of Chinese writing system.
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Approach | The visual system of the entire app uses gradient colors as the background. From yellow, the main brand color of Rosetta Stone, to red, which represents China. The combination of Chinese Pictographs and simplified characters can effectively help readers understand the meaning behind Chinese symbols. The simple, clean and easy-to-understand interactive interface enables beginners to quickly have a systematic understanding of the Chinese writing system.
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Project Title Rosetta Stone Chinese Learning App Semester Spring 2019 Course Visual Systems 1 Category UI & UX Instructor Phil Hamlett
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Woo, luminous ideas
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Keywords Colorful Amicable Energetic Ingenious Intellective
CHAPTER 05
Objective | Select a poorly designed publication, using visual abilities and typography skills to illustrate the publication’s system. The magazine I chose is Ideas & Discoveries. The current publication does not meet many basic design principles and typographic guidelines. A good visual layout will greatly increase the level of publication quality.
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Approach | By determining the theme of the publication, I searched for a large number of pictures and reading materials to ensure that the concept was clear with high-quality photos. I created a type unit, modular grid system to make the layout organized and easy to read. The color scheme I created is harmonious and unified, used to highlight themes and hierarchy.
FALL | 2017
Project Title Magazine Redesign Semester Fall 2017 Course Typography 2 Category Typography Instructor John Nettleton
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The adventurers' game
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THE ADVENTURERS’ GAME
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Keywords Adventure Illustrated Peaceful Entertaining Relaxed
CHAPTER 06
Objective | My board game is named Four Corners, which is a game for travelers and adventurers. You will begin an extraordinary journey during which you will discover marvels for the first time, such as majestic mountains, and peaceful coastland. Each traveler will get several opportunities to stop by stations all along the road in which he will be able to purchase souvenirs, meet new people, go camping, taste local cuisine specialties, and so on.
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Approach | I considered the game culture and target audience group based on the concept. I used a colorful color scheme and exquisite illustrations to show the beauty of Southwestern America. The whole game has functioned graphically and logically. I created a harmonious design with advanced graphic design skills.
SPRING | 2019
Project Title Game Board Design Semester Spring 2019 Course Package Design 3 Category Packaging Instructor Christine George
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The playful planet
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THE PLAYFUL PLANET
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Keywords Playful Sustainable Environmental Passion Powerful
CHAPTER 07
Objective | The goal of this project is to redesign the CSR report for Lego. I was surprised to discover that Lego is making its own efforts and contributions to accomplish a sustainable planet. Lego bids to make all products and packaging from sustainable materials in 2030. I want the audience to see what Lego is doing currently, and also what they are planning for the future.
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Approach | I designed a consistent visual system using sustainable color schemes and images to highlight the existing responsibilities of Lego and also promote their ideas about building an environmentally friendly planet. You will be surprised that Lego is not only the pioneer of the traditional toy industry but also the leader in building a sustainable world. Lego’s effort is to create a better future for children.
FALL | 2019
Project Title Lego Sustainable CSR Design Semester Fall 2019 Course Visual Systems 2 Category Branding Instructor Jessica Peltz
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THE PLAYFUL PLANET
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CHAPTER 08
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Your trip motivator
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YOUR TRIP MOTIVATOR
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Keywords Leisure Amicable Energetic Interactive Intellective
CHAPTER 08
Objective | My start-up company is a travel agency named Travel Mate. This is a good platform for you to plan your trip and find out the best routes. This is a good place for you to find your companions for your next destination if you are a solo traveler. We are your travel mate, your journeys are no longer lonely.
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Approach | I built a brand strategy for long-term success, I created a draft which included all spreads and the brand’s objective, target audience analysis, and the personality of my brand. After identifying the approach, I designed a Travel Mate visual identity, brand guidelines, and a series of products. Such as an app design, web design, and some marketing materials.
SPRING | 2019
Project Title Travel Mate Branding Design Semester Spring 2019 Course Strategies for Branding Category Branding & UI Instructor Strategies for Branding
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Life in rhythm
FALL | 2019
LIFE IN RHYTHM
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Keywords
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Fresh Relaxed Unique Delightful Pleasant
CHAPTER 09
Objective | Develop unique brands and a cohesive system that allows for possible line extensions and sub-brands. Create compelling and engaging packaging through the use of various package templates, materials, typographic sensitivity, hierarchy, photography and comprehensive prototyping. Approach | This was a collaborative project with five other designers. We created a retail experience that is focused on music, using popular streaming service Spotify as a platform. It is an entire brand’s presence translated into a retail store environment. We had one overall brand and four sub-brands, created a cohesive branding system using color, type and graphic elements that extended through all the sub-brands. Teammates Zaki Zhang Morgane Barratt Brittany Odom Johnny Lin Alana Lucas Aliya Salas
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Project Title Retail Store Package Design Semester Fall 2019 Course Package Design 4 Category Packaging Instructor Thomas McNulty
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Retail Brand | Mezo
Target Audience Musicians Music Lovers Music Enthusiasts Professionals
Sub-Brand Office Products Homeware Personal Care Kitchenware
Location San Francisco, CA Brooklyn, NY Portland, OR
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Vision Statement We like to think that listening to music is somewhat of a ritual, and the music is only half the equation. The connection people have with music is made stronger and more memorable when combined with the perfect environment for the perfect song.
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With this retail store we would like to allow those who enter to be immersed in these environments while also having the luxury to buy various home products and audio equipment.
Size Medium Smart Light Desk Fan Book End Desk Organizer Lamps Wall Organizer
Size Large Phone Charger Mouse Wired Headphones Keyboard
Sub-Brand: Viva | Homeware Music Genre | Pop
Size Small Wine Sealer Cork Screw Bottle Opener Coasters
Size Medium Copper Cups Ice Cube Trays Cocktail Shaker Pitcher Decanter
Size Large Microphone Throw Blanket Pillow Wine Rack Party Decor
Sub-Brand: Ambient | Personal Care Music Genre | New Wave/Rock
Size Small Toothbrush Toothpaste Body Lotion Bath Salt Body Wash Body Scrub
Size Medium Loofah Shampoo Conditioner Washcloth Body Towel
Size Large Robe Trash Can Shower Curtain Waterproof Speaker
Sub-Brand: Rootine | Kitchenware Music Genre | Country/Folk
Size Small Tongs Whisk Peeler Masher Spatula Salt & Pepper
Size Medium Mixing Bowl Muffin Pan Baking Sheet Pot Skillet
Size Large Bowls Plates Silverware Pint Glasses Spices Knives
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Size Small Binder Clips Sticky Notes Tape Dispenser Stapler Drawing Stylus Ruler
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Sub-Brand: Studeo | Office Products Music Genre | LoFi/Electronic
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MEZO | STUDEO
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MEZO | VIVA
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MEZO | AMBIENT
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MEZO | ROOTINE
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MEZO | ROOTINE
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MEZO | ROOTINE
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The brand collection
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CHAPTER 00
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Thank you
2017–2020
To my family | Thank you for your love, support and encouragement. Thank you for always being the most reliable and supportive people in my life. I am so happy that I was born into this family. Thank you for always being there for me. To my friends | Thank you for being my biggest inspiration and my warmest supporters. You are the kind of friends who makes the good times even better and the hard times a whole lot easier. Thank you for staying by my side.
THANK YOU
To my instructors | Thanks to Mary Scott, Ariel Grey, Christine George, Phil Hamlett, Thomas McNulty, Carolina de Bartolo, Amy Broadbent, John Nettleton, Jessica Peltz, David Hake, and Chamindri Wijemanne for guiding, helping, inspiring me become a professional designer.
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Colophon
Designer Zaki Zhang +1 (415) 909 0774 zakizhang.com zaki744@me.com Instructor Mary Scott
CHAPTER 00
School Academy of Art University School of Graphic Design & Digital Media Printing & Binding Blurb Inc Paper Stock ProLine Uncoated Eggshell 100# Text Typography Proxima Nova by Mark Simonson Studio Software Adobe InDesign, Illustrator, Photoshop, Adobe XD, Sketch Photography Zaki Zhang, Yung Tse Johnny Lin, Unsplash, April Shen, Youyou Hu and Kelly Chen
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THANK YOU
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THANK YOU
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Z A K I Z H A NG . C OM
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