Quiet Roar
Selected Works
2020–2025
Boyang Cai
Quiet Roar
Selected Works
2020–2025
Boyang Cai
Dedication
This book is dedicated to my parents and friends, my greatest source of strength and inspiration.
Quiet Roar Introduction
Quiet Roar is a collection shaped between 2020 and 2025, during my time at the Academy of Art University, years marked by reflection, risk, and a search for clarity in the midst of the noise.
As a designer, I’m drawn to the tension between quiet and force, where restraint becomes its own kind of power. This portfolio holds that contrast: emotion is held by structure, stories are guided by logic, and a steady pulse beneath the surface, always present, always resonant.
Project 01 Sophisticated Power
Mercedes-Benz
PROJECT
CSR Identity
COURSE
GR 425 Visual Systems 2
INSTRUCTOR
Hunter Wimmer
Challenge
The challenge was redefining performance in the context of responsibility. In an age of climate urgency and ethical innovation, Mercedes-Benz needed to move beyond legacy-driven messaging, toward a visual identity that reflects authentic awareness of its impact and leadership in shaping a mindful future.
Solution
To express this shift, I created a visual system grounded in restraint, empathy, and clarity. “Quiet Awareness” became more than a tone, it shaped every design decision. Through minimal layouts, human-centered typography, and a calm visual rhythm, the system reflects a conscious brand presence attuned to people, the planet, and progress.
PROJECT
PROJECT
Project 02 Delicate Force
SnapSmart
Project: Interaction Design
COURSE:
GR 360 Nature of Interaction
INSTRUCTOR:
Lloyd Mitchell
Challenge
The challenge was creating an interface that felt emotionally resonant without being nostalgic or overly minimal. As users scroll through digital memories, the goal was to design a visual system that evokes presence, soft, ambient, and human, rather than simply archiving content.
Solution
To achieve this, I developed a visual and emotional system built around serenity and context. Using subtle motion, soft color cues, and time-based filtering, “Quiet Recall” helps users reconnect with their memories through atmosphere, not data. The result is a mindful interaction system that brings emotional resonance back to everyday technology.
SNAPSMART
SNAPSMART
Project 03 Still Wild
Stiegl Beer Packaging
Project: Stiegl Beer
COURSE:
GR 370 Package Design
INSTRUCTOR:
Thomas Mcnulty
Challenge
The main challenge was creating packaging that honored Stiegl’s heritage while reflecting modern sustainability. Beer design often relies on loud visuals or nostalgia, but this project needed restraint. The task was to balance legacy with relevance , crafting an understated, lasting identity in a noisy market.
Solution
To address this, I developed a packaging system rooted in clarity, material honesty, and reusability. By using refillable glass bottles, textured paper, and minimal graphic elements, the design shifts focus from decoration to meaning. The result is a calm and thoughtful visual language, one that reflects Stiegl’s cultural roots while aligning with the values of a conscious new generation.
Project 04 Controlled Chaos
GoPro
Project: Go Pro Smart Home
COURSE:
GR 370 Package Design
INSTRUCTOR:
Thomas Mcnulty
Challenge
The challenge was repositioning GoPro beyond its action-sports identity and into the rhythm of home life. Designing for products like VR headsets and smart clocks required a new kind of packaging , one that felt calm, functional, and modular. The difficulty lay in translating dynamic tech into a system that belongs on a shelf, not a mount.
Solution
To respond, I built a modular packaging system inspired by interior design and everyday use. Each box is designed to stack, store, and adapt, mirroring the functionality of the products inside. Using soft-touch textures, muted tones, and recyclable materials, the system delivers a cohesive brand presence rooted in utility and intention.
Project 05 Silent Rebellion
Sea Shepherd
Project:
Sea Shepherd Rebrand
COURSE:
GR_350: Visual System
INSTRUCTOR:
Peter Chun
Challenge
The challenge was shifting Sea Shepherd’s image from activist aggression to strategic inspiration. While the organization is known for direct action, the goal was to broaden its reach, building a system that resonates with youth, encourages engagement, and communicates urgency without chaos.
Solution
I developed a youth-focused identity built on contrast and clarity. Bold typography, simplified layouts, and a refreshed color system create an assertive yet approachable voice. Through educational content and modular design tools, the system empowers young people to take ownership of the mission, transforming awareness into action.
Project 06 Feral Balance
Zoo Ostrava
Project:
Zoo Ostrava Rebrand
COURSE:
GR_350: Visual System
INSTRUCTOR:
Peter Chun
Challenge
Many zoos focus on entertainment. But Zoo Ostrava needed a shift , towards education, empathy, and meaningful interaction. The challenge was to design a system that speaks to children, families, and educators without losing the seriousness of wildlife protection.
Solution
The new identity brings together soft visuals, friendly type, and flexible layouts to create an inviting, informative space. Animal presence is felt through shapes, textures, and motion, not mascots—letting children explore with curiosity and respect. The system supports signage, books, and learning materials with consistency and care.
Project 07 Fluid Storm
Gamescom
Project:
Zoo Ostrava Rebrand
COURSE:
GR_350: Visual System
INSTRUCTOR:
Peter Chun
Challenge
Gamescom had strong reach, but lacked identity. It felt generic, overly technical, and disconnected from the creativity of its audience. The challenge was to build a system that captured the energy of gaming culture, bold, diverse, and personal, without falling into cliché or chaos.
Solution
The rebrand embraces dynamic typography, layered motion, and modular layouts to reflect the pulse of player culture. It celebrates individual expression and community energy, offering flexible systems for both digital and print. The design turns the expo into a space of connection, creativity, and identity, not just spectacle.
Project 08 SILENT GROWTH
Nature Is Art Book
Project: Nature Is Art Typography
COURSE: GR_310 Typography
INSTRUCTOR:
Laurie Makela
Challenge
How can a book capture the quiet complexity of Karl Blossfeldt’s botanical photography without overpowering it? The challenge was to design a layout system that respects the precision and elegance of the images—while guiding the viewer through rhythm, space, and scale.
Solution
Using bold typography, intentional whitespace, and modular pacing, the book emphasizes visual breathing and contrast. The design invites viewers to observe rather than consume—echoing the way Blossfeldt saw nature: as art, form, and structure. The result is a reading experience that is both meditative and graphic.
Thank You
TO MY PARENTS
I want to express my heartfelt gratitude for your unwavering support. Your love, understanding, and encouragement have never wavered. It is your trust in me that sparked my determination and made this journey possible. I am deeply thankful for your sacrifices and your steadfast belief in my dreams.
TO MY INSTRUCTORS
I am profoundly grateful to all my instructors at the Academy of Art University, whose guidance, expertise, and encouragement have been invaluable throughout my academic endeavors. In particular, I would like to express my gratitude to Mary Scott, Hunter Wimmer, Tom McNulty, and Anna Villano, for their dedication, mentorship, and continuous belief in my potential. I am truly fortunate to have had the opportunity to learn and grow under their instruction.
COLOPHON
SCHOOL
Academy of Art University
San Francisco, CA
School of Graphic Design
CONTACT
Boyang Cai
damowangcby@gmail.com
boyangdesign.com
TYPOGRAPHY
Helvetica Neue LT Pro, Ogg
DEGREE
Bachelor of Fine Arts
Graphic Design
COURSE
Senior Portfolio
INSTRUCTOR
Anna Villano
PUBLISHER
Blurb.com
© 2025 Thomas Loyd. All rights reserved. All content, including images, designs, and concepts presented in this portfolio, is the intellectual property of Thomas Loyd unless otherwise noted. Unauthorized use, reproduction, or distribution of any materials without explicit permission is strictly prohibited.