Yu portfolio layers

{ 00 } / 08 {

fa n n y

/

zh aoy i y u

}

I develop { meaning ful } ideas, and design joyful { experiences } for both bra nds a nd { people }.

This is { layers } my p o r t fo l i o, e n j oy.

m fa

{ 00 } / 08 {

fa n n y

/

zh aoy i y u

}

I develop { meaning ful } ideas, and design joyful { experiences } for both br a nd s a nd { people }.

This is { layers } my

m fa

portfolio.

copy r ight

Š 2015

fa n n y

/

zh aoy i y u

A ll rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the express w r it ten p er m i s sion of t he publ i sher, Fa n ny / Z h aoy i Yu .

{ JOE SOPR A NO } — { Design } is content with intent.

Content without { intent } is noise. Intent without { content } is decoration.

{ 00 } / 08 TA BLE OF { CONTENTS } — Intro to Layers p.

{ 008 / 009 }

— { 01 } Chasing Greatness p.

{ 010 / 011 }

— { 02 } Pet s A re People Too p.

{ 058 / 059 }

— { 03 } Mind Labs p.

{ 090 / 091 }

— { 04 } Beyond The Attitude p.

{ 106 / 107 }

— { 05 } Venu s / B e aut y M atch i n g p.

{ 128 / 129 }

— { 06 } Ty p o g r a p h y, L a y o u t & C o l o r p.

{ 146 / 147 }

— { 07 } One Morning, O ne F i l m m a ker, Two Cameras p.

{ 152 / 153 }

— { 08 } Safe Bet Project p.

{ 164 / 165 }

— T h a n k Yo u p.

{ 190 / 191 }

{ M I LT O N G L A S E R } — There are three { responses } to a piece of design—yes, no and { Wow } i s t he one to a i m for.

wow!

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} /

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prologu e

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i n t ro

}

Before my jou r ney a s a desig ner.

I always felt the need to ask the { w } questions to understand the things I s aw, { e x p e r i e n c e d } a n d { i n te ra c te d }.

I believe that { knowing } the past is { anticipating } the future. — { W H Y LAYERS? } The name { layers } was chosen to represent my selected work as a de sig ner. Each l ayer tel l s a s tor y a nd represents an experience I had in the past, whether it was working on a new deliverable or a new topic.

{ 01 } / 08 { CH A LLENGE OV ERV IEW } The project consisted of branding a f i l m fes t iva l of a g iven f i l m ma ker. { A PPROACH / S OLU T ION } I bra nded a { Ron Howard } f i l m festival, because I was inspired by the { characters } of his films, who were constantly stumbling in their careers while { seeking } a greater { s u cce s s }. I move d for w a rd w i t h a n ide a of { awards }, a nd ut i l i zed t he materials and elements of trophies to de velop t he { bran ding }. — { title } Chasing Greatness { instructor } Christopher Morlan { course } Integrated Communications { audience } / Film Enthusiasts / Historians { deliverables } / F i l m Fes t iva l Bra nd i ng / Collateral Materials { categories } / Branding / Experience Design / Motion Graphics / Packaging / Photography / Print / UI & UX Design { typeface } / Sabon /

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Conduit

{ time frame } / 12 weeks / Fa ll 201 4 { collaborators } / SaĂşl Escobar / Ziv Tsau / Rajesh Punjabi

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TITLE / { CHASING GREATNESS }

{ 02 } / 08 { CH A LLENGE OV ERV IEW } With the increase of pet ow nership, bringing awareness to this unspoken topic is { imperative }, especia l ly since { terminal illnesses } are just as common, as a cause of death, for { animals } and humans. { A PPROACH / S OLU T ION } I approached this issue by creating and branding an organization with the mission of { safeguarding } pets’ rights. The campaign is dedicated to { pet owners } who have, or have had, a pe t w it h a ter m i n a l { illness }. The goal was to become the bridge for owners who wish to share, and offer ad v ic e, on { similar exper iences }. — { title } Pet s A re People Too { instructor } David Hake { course } Visual Thinking { audience } / Pet Owners / S o o n -T o - B e P e t O w n e r s { deliverables } / Event Materials / Mobile App { categories } / Branding / Experience Design / Print / UI & UX Design { typeface } / H e l ve t i c a N e u e LT / Gotham { time frame } / 7 weeks / Summer 2013

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{ 02 } / 08

{ 03 } / 08 { CH A LLENGE OV ERV IEW } The intent of the project was to find, collect, and organize the most important { inventions } from the past two millenia. { A PPROACH / S OLU T ION } I started the project by { reading } and collecting the most influential inventions that I have seen, owned, experienced, and used on a daily basis. I ut i l i zed t y pog raphy to show the concept of { progression } a s more i nvent ions a re bei ng { int roduced }; the world becomes more advanced. — { title } Mind Labs { instructor } Carolina De Bartolo { course } Ty p e S y s t e m s { audience } / Historians / Inventors { deliverables } / Printed, Bound Book / Compa n ion Website { categories } / Experience Design / Information Graphics / Photography / Print / UI & UX Design { typeface } / Ty p e s t a r O T { time frame } / 10 weeks / Fa ll 2013

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TITLE / { MIND LABS }

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{ 03 } / 08

{ 04 } / 08 { CH A LLENGE OV ERV IEW } Select a defunct, dying, or dead br a nd to { re posit ion an d re bran d }.

The goal was to conserve, or to seek, the { true mission statement } of the brand, and { build } a new i d e n t i t y, b u s i n e s s o b j e c t i ve s a n d { visual system } upon the mission statement interpretation. { A PPROACH / S OLU T ION } I chose to rebrand Esprit because I am a { believer } of their mission statement. I support the idea of a { sustainable } lifestyle between mankind and nature. I decided to rev ive t he { brand attitude }, a nd expand towards new horizons. — { title } Beyond The Attitude { instructor } Hunter L. Wimmer { course } Nature Of Identity { audience } / Environmental Activists / Conscious Shoppers / Sustainable Designer / Vo c at ion a l Nat u r a l i s t { deliverables } / Brand Guidelines / Compa n ion Website { categories } / Branding / Experience Design / Print / UI & UX Design { typeface } / Museo Sans / Museo Slab { time frame } / 12 weeks / Spring 2015

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{ 04 } / 08

{ 05 } / 08 { CH A LLENGE OV ERV IEW } It's ha rd to { f ind } ma keup a nd sk i n care { products } with the variety brands and internal sub-categories { A PPROACH / S OLU T ION } Create { singular platform } that { m a t c h e s } a u s e r ’s s k i n d e s c r i p t i o n s with cosmetic brands and products t h at { suit their needs }.

— { title } Venu s / B e aut y M atch i n g { instructor } Bob Slote { course } Digital Design Studio { audience } / Bus y Women O f A ges 16 –35 / Busy Men Of A ges 2 4–40 { deliverables } / Mobile App { categories } / Experience Design / UI & UX Design { typeface } / FF DIN { time frame } / 4 Weeks / Fa ll 2013 { collaborators } / Rajesh Punjabi / Bob Slote { key words } / Makeup / Matching / Skin / Finding

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{ 06 } / 08 { CH A LLENGE OV ERV IEW } The challenge was to create covers that looked { cohesive } as a series, ye t { capt ivat ing in dividually }. { A PPROACH / S OLU T ION } I approached the { redesign } with colorful, big, bold type to express my { understanding } of the book, which was cheerful and attractive.

The { diagonal } layout breaks out from the { ordinary } and showcases the { dynamic } content. — { title } Ty p o g r a p h y, L a y o u t & C o l o r { instructor } Andrew Loesel { course } Ty p e C o m p o s i t i o n { audience } / Designers / Design Enthusiasts { deliverables } Set of 3 Book Covers { categories } / Branding / Print { typeface } / Un i ve r s LT { time frame } / 3 Weeks / Spring 2013 { key words } / Diagonal / Overlapping / Colorful / Design

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{ 07 } / 08 { CH A LLENGE OV ERV IEW } { Document } an event, that had to be represented or told in a visual { story-telling } form. { A PPROACH / S OLU T ION } I decided to document a day as a { filmmaker } to share with fellow film students to inspire them in their { journey } and to help understand the process of { becoming } a f i l m ma ker. — { title } One Morning, O ne F i l m m a ker, Two Cameras { instructor } Stan Zienka { course } Ty p e E x p e r i m e n t s { audience } / Film Students { deliverables } / Printed, Bound Book { categories } / Experience Design / Photography / Print { typeface } / Kettler / T r a d e G o t h i c LT { time frame } / 4 Weeks / Fa ll 2015 { key words } / Filming / Cameras / Learning / Education

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{ thesis }

{ 08 } / 08 { CH A LLENGE OV ERV IEW } G a m b l i n g c a n b e a f u n a c t i v i t y, b u t there are some students that take it to the extreme to make a living out of it. A larming facts shows that 1 in 20 { college students } is a problem ga mbler, w h i le col lege-a ge adu lt s, bet ween { 18 to 25 } are 2 to 6 times at higher risk to develop problem { ga m b l i n g }. I t ’s t i m e t o a c t o n i t . { A PPROACH / S OLU T ION } My goal is to make my audience { rethink gambling } before they make any { crucial } decisions. — { title } Safe Bet Project { instructor } Phil Hamlett Jeremy Stout { course } Thesis Project { audience } / College Gamblers / College Students { deliverables } / Playing Cards / Collateral Promotional Materials / Website { categories } / Branding / Experience Design / Game Design / Packaging / Photography / Print / UI & UX Design { typeface } / Adelle Sans / Adelle { time frame } / 4 8 Weeks / Fa ll 2015

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p. { 010 / 011 }

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{ AUDIENCE } A fter { extensive research } on the topic, and audience. There were three major facts that helped me { determine } the people I wanted to speak to. A ll three { insights } pointed at college-age adults, to be the ideal audience to begin my { project } with. Knowing that the topic i s muc h l a r ger, it { g ran ts } me tremendous opportunities to continue pursuing it in the future.

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{ DELI V ER A BLES STR ATEGIES } During my research, many students c ompl a i ne d a nd dem a nde d new, interesting and fun ways to learn about the risks and consequences of gambling. They said there are plenty of websites and information that teaches them to get better at poker, but t here { aren' t enough exciting information } that teaches them { not to } gamble. Handouts and { brochures } commonly found at casinos next to the

atm

machine,

are often times { boring and badly people away; they { would not pick } to, which { defeats } the pur pose of giving away that information.

To solve t h is issue, I created a set of { playing cards } with a { fun game }, i n order for st udents to learn about gambling risks while being entertained by the game.

Studies also show that people are able to learn and memorize more while playing a game compared to u si ng { f lash cards }. I n add it ion, I developed supporting { campaign materials } to bring awareness to the organization and the topic. I c r e a t e d a s e r i e s o f p o s t e r s , t- s h i r t s , water bottles, button pins, and a { website } to create an important online presence.

{ 08 } / 08

them up unless they really need

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{ I hope you've enjoyed it } — { M FA T H E SI S PROJ EC T } To k now more about my t hesis, please visit safebetproject.org

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{ T O M Y FA M I LY } Thank you to my parents for all the { suppor t }, a nd u ncond it iona l love you have given me. { Without } your constant { encouragement } I could have never made it so fa r. { Thank } you mom a nd d ad { for e ver ything }. { TO MY FRIENDS } I want to deeply thank you all for { understanding } the mood swings, { espec ially dur ing f inals }. I t h a n k you for { being my friends } and for understanding and always being t here for me w hen I { needed help }. { TO MY PROFESSORS } Special thanks to Jeremy Stout, Phil Hamlett, Mary Scott, Hunter W i m mer, Ch r i s topher Morl a n, Andrew Loesel and Carolina De Bartolo, for all your { guidance } d u r i n g m y ye a r s a t t h e A c a d e m y. { TO M Y COLLEAGUES } Master { school } without you guys would have not been { fun } and competitive. I enjoyed ever y class we have been { together }. I have learned so much from { all } of you. { Yo u } a r e t h e b e s t . I w i l l a l w a y s remember the { endless days } and n ig ht s { working toge ther }. { TO YOU } Thank you for taking { your time } to look at my portfolio and my notes. I hope t h i s h a s been { joyf ul }. — { MOV I NG FORWA R D } Bring on the next challenges. I am ready for new opportunities and the { won der f ul jour ne y ahead }.

{ COLOPHON } —

—

{ printer }

{ student }

Graphic Imagery

Fanny / Zhaoyi Yu

+1 65o.588.1171 { web } —

zhaoyiyu.com

{ bindery } The Key Printing & Binding

{ email }

+1 510.595.3311

zyu19@icloud.com

—

{ phone }

{ photography }

+1 4 15.902.3517

Fanny / Zhaoyi Yu Rajesh Punjabi

— { school }

—

Academy of Art University

{ book title } Layers

{ instructor } Mary Scott

— { book size }

{ course }

8.5” x 11.5” / inside

Portfolio Seminar

— { cover material } White 5636 / Skivertex Series 1 — { stamping } Hot Foil Stamping / Black Filler — { endsheets } C a n s o n M i -Te i n t e s / C a n a r y — { text stock } Mohawk 100lb Text White — { fonts } Lyon Display — { software } Adobe CC 2015 & CC 2014

{

fa ll

12.2015 }