ZHEN LI
THE CONTENTS My name is Jimmy Lee (Li Zhen), I am a designer. Being in a family that has produced several artists and designers, I got the gene for design, and it has always been my passion through the years, even when I was in high school, I did blackboard art displays for the class, even for the whole school. Being totally self-educated in digital design (Photoshop, Illustrator, InDesign, Acrobat, 3Ds max, Sketchup, AutoCAD, and more), lucky of me, I became a digital graphic designer, and I want to be the best of all.
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THE SHANGHAI EXPO PROJECT
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THE DAILY WORKS
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THE VISUAL IDENTIFICATIONS
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MY SPECIAL SKILLS
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THE
SHANGHAI EXPO PROJECT
IT ALL STARTED HERE... I guess I was pretty lucky, my first job as a designer was kinda big, it was for the gift shop of the French Pavilion at the Shanghai EXPO 2010. I did a lot of designs for T-shirts, mugs, camera cases, etc.
FRENCH PAVILION AT THE SHANGHAI EXPO 2010
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1 THE FRENCH KISS MUG Everyone gets inspired by the Eiffel Tower, it might be the first thing that pops into your head when you think of France...along with beret and French kiss. The Eiffel Tower was made of the word "Paris", and a lipstick mark that looks as if some beautiful French girl has just sipped coffee from this mug.
THE DRAFT
THE 3D RENDERING PICTURE
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ON THE SHELF OF THE GIFT SHOP AT THE FRENCH PAVILION, WORLD EXPO 2010
ZHEN LI / NOV. 2010
2 THE SKYLINE SERIES I was inspired by the skylines of Paris and Shanghai, two awesome cities across the globe, meeting at the centurial event of the World EXPO.
CASE MOCK-UPS
T-SHIRT MOCK-UPS
T-SHIRT PHOTO This whole EXPO project was a huge success, they had to put additional orders every week, made my client a multi-millionaire.
CASE PHOTOS
ZHEN LI / DEC. 2010
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THE
DAILY WORKS
1 THE BUSINESS CARDS After the world EXPO, I was hired by the company which handled the EXPO case as a graphic designer, which opened the whole world of design to me. Let’s start with the small things, like business card.
I was inspired by the Paris Metro ticket. I liked the smaller size, the delicacy of it, but I used my own color palette, font (courier new) and simpler style, printed
Cathy is a lovely woman, she is in charge of Bfooding sales, I designed this business card for her, inspired by...well let's just say the company logo:).
make the dark blue stripe look like some kind of magnetic tape.
ZHEN LI / JUNE 2012
ZHEN LI / NOV. 2010
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2
THE
DAILY WORKS
2 THE BANNERS Now, banners are a little complicated, I have done posters and banners for various clients, from all over the world. These designs are combinations of my photography skills and my original insight.
ZHEN LI / APR. 2011 A mosaic of products with food and fresh fruits, grey and red color theme, the classic palette, gives a tasteful yet professional feeling. Bfooding uses my banners every year.
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Photography and 3D rendering were used in this set of banners. My client, a nice Jewish guy Danny Gershoni from New Jersey, USA, used it in a local trade show there, and the viewers loved it. “The banners were so popular at the show...people actually think we are from Europe� said Danny later.
ZHEN LI / SEP. 2012
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THE
DAILY WORKS
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3 THE BOXES Package design is one of my favorites, with all the die cuts, pressing lines, sampling, and poof, things coming out of my own hands.
ZHEN LI / APR. 2012
They say warm colors help appetite, and I like to keep it simple, so I chose a series of warm colors from yellow to burgundy as the background color. Then, symbolized bread holding some text to be the main image.
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I designed a series of LED bulb boxes for a client in Canada, he wanted to show the energy efficiency of the LED products, the color theme should be light, green and fresh.
ZHEN LI / OCT. 2011
He loves the design and this product is still well selling in North America and Europe.
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2
THE
DAILY WORKS
4 THE CATALOGS The catalog is a unique kind of design. So much to do and so much information to put together.
This is Bfooding’s 2012 catalog. I did the design, photo shooting, sketches, even the QR code on the back, and I chose the paper and the coating, supervised the whole printing process.
ZHEN LI / JAN. 2012
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2
THE
DAILY WORKS 5 THE CALENDARS I do World AIDS Day memorial calendar designs for Shanghai Entry - Exit Inspection and Quarantine Bureau (SHCIQ) every year.
For the 2013 calendar, they wanted something meaningful, so I put some sad facts about AIDS on the cover and knowledge of HIV on the inside... just to raise the awareness of HIV damage.
ZHEN LI / OCT. 2012
For the 2014 AIDS Day calendar, SHCIQ wanted something lighter and more joyful, I put 12 photos of world famous landmarks when they turned red for the World AIDS Day. I made the whole look like one of those crystal trophies, to reward all the people that have been working so hard to reduce the new infections through the last 10 years.
ZHEN LI / JUL. 2013
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3
THE
VISUAL IDENTIFICATIONS
1 THE LOGOS Logos are tricky. A logo represents all that a company is about and what it does. The logo wall on the next page contains some of the logos I designed for clients and friends, most of which are actually chosen by them. Let’s just take one or two for instance.
1 THE LOGO WALL
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“Country roads, take me home, to the place I belong...” My friend Sabrina asked me to design this logo for her trading and logistic company “Allroad”. I immediately thought of mountain roads, so I drew a curve that is shaped like the outline of a mountain or a wriggling road, then I put “Allroad” in a strong font that I created based on “square 721 BT” under it. In twenty minutes the logo is done, and she loved it.
ZHEN LI / AUG. 2013
This was designed for Cocoon Group, an incubation company which helps people start their own businesses. The circle represents a cocoon, the thing growing inside will some day become a beautiful butterfly. The logo could also be interpreted as a Peking Opera facial mask, which tells people that this company is based in China.
ZHEN LI / APR. 2011
Herman is a big old American who always wears a cowboy hat and owns a green food farm. The logo is an “H” and also a cowboy hat.
ZHEN LI / APR. 2012
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3
THE
VISUAL IDENTITY
2 THE KEY VISUALS On the next page is the key visual I did for Shanghai Peking Opera Troupe Mini Movie Premiere last month, I call it “The Dandelion�. The theme was "dream and youth", my inspiration was dandelions. When spring comes, dandelions spread their seeds in the wind, which represents letting go of the youth and letting them grow. The image fades into the dawn, which represents an unpredictable future and new beginning.
ZHEN LI / AUG. 2013
THE FUTURE HOUSE
P08
Solar Water Heater Collects solar heat and heats the water
P12
PV panel
Transforms Solar Power into electricity
P39 Solar Street Light Easy installation Grid irrelevant No wiring
P47 Wind Turbine
P28
Transforms Wind Power into electricity
Solar Lawn Light
P33-43
LED Lights
Turns solar power into light. No wiring, no utility fee
Lead/mercury free Low Power
P58
Pellet Stove
P01
Heat Pump
Collects heat from soil / air / water to heat the water
I did this schematic for a green energy company as a key visual for their 2013 product line. I used Sketchup to do the modeling, rendered all the images in VRay, then put together in AI.
ZHEN LI / NOV. 2012
Low Carbon emission
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MY
SPECIAL SKILLS
1 3D MODELING AND PRINTING Talking about 3D designs, AutoCAD, Sketchup, Pro/E, 3Ds max and Vray rendering are also my specialties.
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THE SPORTS CAR I love cars. Watching the changing fashion of car designs through the years makes my eyes professional. I have designed more than 50 cars. This is the latest, a compact high speed 4 door coupĂŠ, and I printed it out using my own 3D printer, which is super AWESOME!
ZHEN LI / APR. 2013
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THE BAMBOO CUP This is a design for disposable mini tableware. I was inspired by the bamboo cup in the Japanese restaurants. After designed in AutoCAD, rendered in 3Ds Max, confirmed by client, the factory finally put it in mass production, I took photos and put it in client's new catalog, it's one of the bestsellers now in Europe. ZHEN LI / AUG. 2012
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MY
SPECIAL SKILLS
2 MY INVENTIONS I have designed and patented two devices, one is a self-destructing disposable injector, sold for half a million RMB. This is the latest one. Since more and more cars on the road in recent years, parking has become a major problem in Shanghai. And since too many people living in old neighborhoods in the city, there is really limited room for more construction work. This device is simple and easy to install and maintain, it solves the problem by doubling the parking space. I also did the video in 3Ds MAX.
THE DOULE-DECK PARKING DEVICE Since more and more cars on the road in recent years, parking has become a major problem in Shanghai. And since too many people living in old neighborhoods in the city, there is really limited room for more construction work. This device is simple and easy to install and maintain, it solves the problem by doubling the parking space. I also did the video in 3Ds MAX.
ZHEN LI / AUG. 2012 China patent certificate number: 201220202007.8
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4
MY
SPECIAL SKILLS
3 PHOTOGRAPHY Photography skills are important to a graphic designer.
MY STUDIO When a photo has to be taken, you don’t ask for outsiders to do it. I have my own DSLRs, professional lenses, workstation and photo-shooting set.
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UV printing. THE SHOPPING BAGS The following pics are taken from a presentation that I did for a bag manufacturer. I took all the photos. When it comes to photography, to find the perfect angle for a product is crucial. Take this picture for example, the logo was printed in UV ink on top of regular ink, so I must show the thickness and shining surface of the UV ink, by using a macro zoom lens, to find a glance of reflection of the light.
ZHEN LI / OCT. 2012
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Silver stamping ZHEN LI / OCT. 2012
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PVC bags.
ZHEN LI / OCT. 2012
hat was the story of me and design. I’m looking forward to the future, hoping I could do better in this industry, become one of the best. You know they say, when you love something, you do it more successfully. I love design.