GRADUATE THESIS PROJECT
Cosmetics is a profitable industry without any government oversight on product safety. Almost 90% of the ingredients used in cosmetics in the U.S. have not been evaluated for safety. Unsafe ingredients not only cause skin irritation, they can lead to cancer, birth defects, development harm and infertility.
LAB:FRESH, a DIY workshop community, is my solution to encourage consumers to start making their beauty products. LAB:FRESH is a fun and hands-on environment where we teach and show you step-by-step how to make beauty products. Our services include on-site classes, easy-to-follow DIY beauty kits, and useful information about the skincare ingredients.
LAB:FRESH APP is one of the thesis project deliverables
E-PLUS Innovation is a Taiwanese based compact meter supplier. For the past years, the company has been provided OEM/ODM service to their clients'. In 2015, E-PLUS started to develop their own products and market worldwide with their brand.
As a lead designer, my key responsibilities including from developing new visual system, trade show, marketing collaterals, and other creatives as needed. I worked with the CEO to redesign company's corporate identity system. Also, I redesigned packaging to make sure the design meets new CI across brand systems thinking.
To select a dead, dying or defunct brand and rebrand to develop its new identity, visual stand and brand extensions. This project is the process of understanding brand, which defines the identity and the essence of the business.
I choose Howard Johnson, an American hotel chain. I came up with the idea of "Home Away From Home" to promote Howard Johnson's ideals of comfort and convenient for all. My idea is to create an atmosphere of warmth and a sense of belongings while you are away from your home.
The new identity is inspired by the idea of home and a smiling face, and I want it to evoke a sense of friendliness and well being. The colorful design and rounded typefaces are what give the brand a sense of fun and warmth. The language tone that carries through this book is also friendly and similar to a southern hospitality greeting.
Picked a film director and a series of films, then created a promotional campaign that will consist of a set of materials which must function together as a whole. My choice is an American director Gus Van Sant.
Gus Van Sant’s films are often focused on young people’s life journeys. Most of his films deal with the troubled restless youth who face despairing moments in their lives. And only those young people who are able to learn from bad experiences will be able to take control of their lives.
I created a film festival called “Almost There.” The message behind this festival is to inspire young people to find the optimistic side in the hopeless moments of their lives. The visual design concept keywords are journey and street. The black and white photography theme are places that most bored young people hang around.
Thoroughly research a topic and synthesize the observations, ideas and findings into strong messages.
I explored the social issue, Boomerange phenomenon, which referred to young adults who returned back home to live with their parents after graduating from college or grad schools. To get the insights, I did quantitative (online research) and qualitative (face-to-face interviews as well as group discussion) researches. The main goal of this process was to gather and distill the information of both family and society impact of boomerange children.
To held a successful group conversations, I designed invitations, questionnaires and little pamphlets to prepare the group talk. And the final deliverable is a book of the consequence insights that synthesized from all of my researches.
Pick an existing shoe brand and create promotional packaging for a new line of sustainable footwear. The purpose of is to employed sustainable packaging practices and create structural solutions to both protect and display the shoes.
UGG has its roots in surfing. The shoes were first made to keep surfers warm and comfortable. My concept is inspired by the story behind the brand. I want to create sustainable shoe packaging based on the concept of beachiness, while keeping the essence of the fashionable attributes of the brand. The shoe box is made of cardboard with textile. And the earthy tone color choices evokes the sense of nature. My target audience is young women 20 to 35 years old, who prefer a luxurious lifestyle. They love to dress in a casual yet contemporary style.
Selected an existing food brand in the supermarket and redesigned product packaging with line extensions. The purpose is to explore a strong shelf presence and to promote the message of quality. I was tasked with redesigning the American rice brand, Mahatma, which is the first major rice brand in the USA.
The key consideration for rebranding the mass market line is to increase the products’ visibility over other rice brands on the shelf. I explored type hierarchy as well as package format to come up with the best visual and product display solutions. The redesigned box format increases the presence of the brand/product on the shelf.
The redesigned packaging concept keywords are family, homemade and American. I created line extensions for white rice, brown rice, wild rice and red rice mix. The logotype is designed to keep the brand recognizable to American feel. Graphics on the front of the box are inspired by a rice paddy field. The hand-drawn and sketchy vector graphics choices are made to evoke the sense of earthy, terrain and natural.
Selected an existing consumer food brand and created packaging of a new boutique line with extensions. I designed a boutique line for the American rice brand Mahatma, which currently has only mass-marketed products.
The Mahatma rice boutique line explored the idea of food culture and flavor extensions based on the cuisine of different countries. I developed four lines: Japanese sushi mix, Spanish paella, Italian risotto and Indian balsamic. The keywords for the concept were gourmet, exotic and modern. The boutique package design was inspired by the longitude and latitude of each of the four countries. I played with typography and hierarchy to find the answers that best communicated the characteristics of each line. The packaging containers are glass jars are reusable or for other storage purpose.
Picked a restaurant and redesigned the existing website. The webpage must show the ability to apply HTML, CSS and demonstrate an understanding of visual communication and typography with web technology. I choose SOURCE, a local vegetarian restaurant located in SOMA, San Francisco.
Source believes in keeping the earth’s ecosystem in balance. Talking about vegetarian food, words such as freshness and healthy come to my mind. My focus audience is 25 to 45 year old consumers who live an active lifestyle. To revamp the existing site, I applied earthy and homemade feel to visually convey the concept. Also, a good type hierarchy and grid system helps the user experience fluid and intuitive.
Developed a rationale for interpreting a piece of music through typography, imagery and layout without any photo editing.
I chose latin song Bailame sung by Gypsy Kings. When I listen to this song, I think about going to see a flamenco dance performance. I wanted to express the idea of this lively atmosphere as well as the passion and confidence of flamenco dancers.
I approach the design solutions by playing various materials with the projector to create more dimensional visual solutions. I prepared images and typographic compositions printed on acetate sheets as the components to explore through projector. I manually twisted materials and photographed them in different angles to create unique compositions.
Infographics project for
- TACF, a non-profit organization in SF. I created icons for the festival events.
- Tapjoy, a mobile advertising and app monetization company in San Francisco, CA. I worked as a freelance designer reported directly to the Creative Manager in creating various infographics and icons projects.
-LiVEBRICKS Inc. provides digital services of the enterprise brand app, RWD development, and the smart community app. My responsibilities is to adopt directions from the creative brief and to bring the strategies to meaning visual designs.