MFA Portfolio_Chujun Zhao

SELECTED WORK

P ORT F O LIO Ar( ran g e ) d D ES I G N E R C h u j u n Zh a o P RO J E C T 10 / 1 0 G RA D U ATE SE M E S TE R 2 018 Fa l l S e l e c t e d i t e ms f r o m a person who always a rra n g e s e v e r y l i t t le t h i ng i n h e r l i fe .

2015—2018

MFA PORTFOLIO

S EL EC TE D W O R K

Ar(range)d

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MF A PORTFO LIO

DES I G N E R C hu ju n ( J u n ) Z h a o CON TA C T + 1 6 2 8 8 8 8 6 3 48 c h u j u n p o @ gma i l . co m c h u j u n z h a o . co m

C o p y r i g h t © 2 0 1 8 C h u jun Zh ao No p o r t i o n o f t h i s p ub li c ati on m ay be rep roduc ed , st o red i n a r e t r i e v a l s y s tem , or tran s m i tted i n a ny fo r m o r b y a n y mean s elec tron i c , m ec h an i c al, p ho t o co p y i n g , r e co r di n g , or oth erwi s e wi th out th e e x p res s w r i t t e n p e r m i s s i on of th e p ub li s h er.

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MFA SELECTED WORK

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I N T RO D U C TIO N

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This book is designed by a person who always arranges every little thing in her life.

CON C E PT

[ / 01

As Charles Eames said, “The details are not the details. They make the design.� A good design should build on many perfect details. Every element needs to be chosen carefully. Every element needs to be arranged carefully. A little change may bring up a totally different feel.

A terrific designer always knows how to respect every little detail in his work.

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TABL E O F C O N TE N TS

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01. On the Edge

08

Vi s u al s y s tem of Gus V an Sant film festiv al

02. Milton Bradley

48

Rebran d of Mi lton Bradley

03. HiWay

68

Road tri p m obi le app

04. Experimental Poster

88

Exp eri m en tal ty pographic po sters

05. Brand Design for Re Plan Rec y c led c os m eti c & makeup branding design

108

06. The Following

130

Story ab out all th e info rmatio n that happens in people’s lives

07. Capt. Mike

150

Reb ran d of a s treet flyer

08. Document: Transformer

168

Con c eptu al b ook d esign fo r This American L ife episo de 57 2

09. Our Warming World

188

A b ook d es i g n ab out the climat e change problem

10. MFA Thesis

204

MFA th es i s p rojec t about seniors and V irtual R ealit y

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P ROJ EC T O n T he E d ge COURS E I nt e g ra t e d C o mmu n i ca t ion s I N S T RUC TO R C hri st o p h e r M o r l a n S EM ES T E R 2 017 Fa l l CAT EG OR IE S S y st e m / Pa ck a gi n g / Po st e r / E d i t o r i a l D e s i g n

MF A PORTFO LIO

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PROJECT: ON THE EDGE

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D EL I VE R A B LE S Po st e r / 3 0 x 40 i n Catalog / W e b s i t e / 1 9 2 0 x 1 0 8 0 px P ro d u ct s / C D Pa ck a ge

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K EY W O R D S S e l f - D i s co v e r y L o ss Esc a p e Chaos

CHUJUN Z HAO

Create a film festival for a chosen movie director. Extract a theme that ties together all of the director’s selected films and creates a cohesive visual system through various materials.

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CON C E PT

Gus Van Sant was born on July 24, 1952, in Louisville, Kentucky.

He is a director and producer known for Elephant (2003), My Own Private Idaho (1991), and Drugstore Cowboy (1989). The film festival’s visual execution is based on one constant theme: loss and self-discovery in the films of Gus Van Sant.

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48 12 / 23 210 2

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P ROJ EC T Milton Bradley COURS E T he Na t ur e o f I d e n t i t y I N S T RUC TO R H u nt e r W i mme r S EM ES T E R 2 018 S p r i n g CAT EG OR IE S B ra n d i ng / V i s u a l I d e n t i ty / I d e a t i o n P r o ce s s e s

MF A PORTFO LIO

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PROJECT: MILTON BRADLEY

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MFA PO RTF OLIO

D EL I VE R A B LE S 3 B ra n d B o o k / 8 x 1 0 i n W e b s i t e / 1 9 2 0 x 1 0 8 0 px

P AL ETTE

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K EY W O R D S C o m mu n i t y C o o p er a t i o n Eng a gi n g C o l l ab o r a t i o n Te a m w o r k

CHUJUN Z HAO

Give a dying or defunct brand a new life. Reposition the brand while keeping its original core.

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CON C E PT

I chose to rebrand Milton Bradley, an American board game developer and publisher. Now, Milton Bradley’s mission is to encourage people to participate in a shared developing cooperative community. By using an interactive and inspirational approach, Milton Bradley helps participants achieve their common goals.

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PROJECT: MILTON BRADLEY

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PROJECT: MILTON BRADLEY

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PROJECT: MILTON BRADLEY

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PROJECT: MILTON BRADLEY

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P RO J EC T HiWay C OURS E N a t u re o f I n t e r a ct i o n I N S T RU C TO R S a m a nt h a Pe r k i n s S EMES T E R 2 018 S p r i n g C AT EG OR IE S Ap p l i c a t i o n / U s e r Ex p e ri e n ce / I n t e r a ct i o n /

MF A PORTFO LIO

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PROJECT: HIWAY

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MFA PO RTF OLIO

CHUJUN Z HAO

Investigate how research and audience understanding create successful interactive projects that can enhance a user’s experience with a brand. Use research and design strategies to align a brand with a series of design communication solutions.

OV ERVIE W

D EL I VE R A B LE S IPhone 8 / 357 x 677 px W e b s i t e / 1 9 2 0 x 1 0 8 0 px Vi d e o / 1 9 2 0 x 1 0 8 0 px

P AL ETTE

S OFTW A R E

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K EY W O R D S Road trip Relax Y o u ng Have fun

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CON C E PT

In America, some college students and young people don’t have enough time or money to travel abroad. Research shows that 32% of students prefer to take a road trip vacation. The road trip has become more and more popular with younger people. HiWay is a mobile app that can help people design their own unique trip and record their journeys.

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PROJECT: HIWAY

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PROJECT: HIWAY

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PROJECT: HIWAY

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PROJECT: HIWAY

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P RO J EC T Ex p e ri m e n t a l Po s t e r s C OURS E Ty p e Ex p e r i me n t s I N S T RU C TO R Stanley Zienka S EMES T E R 2 017 S p r i n g C AT EG OR IE S Po st e r D e s i g n / Ex p e ri m e n t a l / Typ o gr a p h y

MF A PORTFO LIO

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PROJECT: EXPERIMENTAL POSTERS

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OV ERVIE W

D EL I VE R A B LE S Mo no c h r o me Po s t e r / 11 x 17 i n Mu si c Po s t e r / 1 8 x 2 4 i n

P AL ETTE

S OFTW A R E

ID

PS

K EY W O R D S Ab st r a ct Ex p e r i me n t C o n c ep t De v e l o p me n t

MFA PO RTF OLIO

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CHUJUN Z HAO

Create two experimental typography posters that explore existing modern typographical ideas and techniques in experimental ways.

Investigate the communication of content and the emotional qualities of the posters.

CON C E PT

The first poster is a music poster.

I chose a modern rock song and used a projector and camera to create unusual typographic approaches to present my interpretation of the song. The second poster is monochrome. I defined a word, “apex,� and used typographic content to present my personal feeling of this word.

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PROJECT: EXPERIMENTAL POSTERS

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PROJECT: EXPERIMENTAL POSTERS

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PROJECT: EXPERIMENTAL POSTERS

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PROJECT: EXPERIMENTAL POSTERS

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PROJECT: EXPERIMENTAL POSTERS

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PROJECT: EXPERIMENTAL POSTERS

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P RO J EC T B ra nd De s i gn fo r R e P l a n C OURS E Vi su a l T h i n k i n g I N S T RU C TO R S a n d ra I s l a S EMES T E R 2 016 Fa l l C AT EG OR IE S B ra nd i n g / I n t e r a ct i o n / Vi su a l I d e n t i t y S ys t e m /

MF A PORTFO LIO

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PROJECT: BRAND DESIGN FOR REPLAN

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MFA PO RTF OLIO

D EL I VE R A B LE S 3 Po s t e r s / 1 1 x 1 4 i n i P h o n e 8 / 3 5 7 x 67 7 p x W e b s i t e / 1 9 2 0 x 1 0 8 0 px Ev e nt / P u b l i c E v e n t B ro c h u r e / 5 x 5 i n P ro c es s B o o k / 8 x 1 0 i n Vi d e o / 1 9 2 0 x 1 0 8 0 px

P AL ETTE

S OFTW A R E

PS

K EY W O R D S R e d u ce R e u se R e c y cl e C o sm e t i c P l a st i c

CHUJUN Z HAO

Identify a problem that the general public has, conduct audience research, and integrate a variety of media in a cohesive system.

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CON C E PT

In 2008, the cosmetics industry created 120.8 billion units of packaging trash. The dozens of bottles and tubs adorning bathroom shelves are made of increasingly scarce resources.

However, the cosmetic waste problem can be solved in several ways. Thus, I decided to create a brand that can help people reduce, reuse, and recycle their cosmetic products.

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PROJECT: BRAND DESIGN FOR REPLAN

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PROJECT: BRAND DESIGN FOR REPLAN

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P RO J EC T T h e Fo l lo w i n g C OURS E Ty p e Ex p e r i me n t s I N S T RU C TO R Stanley Zienka S EMES T E R 2 017 S p r i n g C AT EG OR IE S Ex p e ri m e n t a l / Typ o gr a p h y / V i su a l N a r r a t i v e

MF A PORTFO LIO

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PROJECT: THE FOLLOWING

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OV ERVIE W

D EL I VE R A B LE S Book / 6 x 9 in

P AL ETTE

S OFTW A R E

ID

PS

K EY W O R D S Ab st r a ct Di g i t a l Ex p e r i me n t a l I n fo r ma t i o n

MFA PO RTF OLIO

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CHUJUN Z HAO

Identify a problem that the general public has, conduct audience research, and integrate a variety of media in a cohesive system.

CON C E PT

As Chelsea Clinton said, “For most of my life, I did deliberately lead a private life and inadvertently led a public life.” Now we are living in an information era.

The internet, the monitor, or CCTV are everywhere. People are surveilled by all of these things. Most people hate the surveillance, but some also use the device to look into other people’s lives. This is the paradox.

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PROJECT: THE FOLLOWING

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PROJECT: THE FOLLOWING

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P RO J EC T C a p t . Mi k e C OURS E Vi su a l L i t e r a cy I N S T RU C TO R H u n t e r W i mme r S EMES T E R 2 016 S p r i n g C AT EG OR IE S B ra nd i n g / I n t e r a ct i o n / Vi su a l I d e n t i t y S ys t e m /

MF A PORTFO LIO

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PROJECT: CAPT. MIKE

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MFA PO RTF OLIO

D EL I VE R A B LE S 3 Po s t e r s / 1 1 x 1 4 i n B ro c h u r e / 6 x 9 i n W e b s i t e / 1 9 2 0 x 1 0 8 0 px

P AL ETTE

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K EY W O R D S Go Fi s h i n g Enjo y Colorful Illustration

CHUJUN Z HAO

Find a sign or flyer for a local business. Redesign a new visual system for it.

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CON C E PT

When I came to San Francisco, the first place I visited was the Fisherman’s Wharf. I walked around the wharf and found out that some fishermen use flyers to propagandize their fishing program. I thought this was an interesting and special program found in the Fisherman’s Wharf.

Thus, I decided to create a design that would be inviting and exciting and help this local business become more successful.

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P RO J EC T Do c u m e n t : Tr a n s fo r me r C OURS E Ty p e S y s t e ms I N S T RU C TO R Ti m C a rp e n t e r S EMES T E R 2 016 Fa l l C AT EG OR IE S B o o k De s i gn / L a y o u t / Ty p o g ra p h y /

MF A PORTFO LIO

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D EL I VE R A B LE S Book / 7 x 9 in W e b s i t e / 1 9 2 0 x 1 0 8 0 px IPhone 8 / 357 x 677 px

P AL ETTE

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K EY W O R D S Ex p e r i me n t a l Challenge Fe a r Conquer

CHUJUN Z HAO

Choose an episode of This American Life and design a conceptual book for it.

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In episode 572, the main idea of the audio is about how people overcome their fears and finally succeed. The whole story is about every changing point in people’s lives. Thus, I came up with a conceptual idea about the book, which is the document’s format.

This experimental document can record every changing point in people’s lives.

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P RO J EC T O u r W a rmi n g W o r l d C OURS E Ty p e C o m p o s i t i o n I N S T RU C TO R Lian Ng S EMES T E R 2 016 S p r i n g C AT EG OR IE S B o o k De s i gn / L a y o u t Ty p o g ra p h y /

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D EL I VE R A B LE S Book / 8 x 10 in

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K EY W O R D S Gl o b al W a r mi n g Di sp l a y Ty p e Climate Change

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CHUJUN Z HAO

Choose a topic or problem.

Design a magazine to help people know more details about this problem.

CON C E PT

My topic is climate change.

Climate change has become a serious problem in our world.

I chose to use one big type on every spread to highlight the data numbers of climate change.

I hope people can pay more attention to this topic.

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P RO J EC T MF A T h e s i s : E n V i r t u a l C OURS E T h e si s 1 / 2 / 3 I N S T RU C TO R P h i l H a m l e t t / D a v i d S cott S EMES T E R 2 018 Fa l l C AT EG OR IE S B ra nd i n g / I n t e r a ct i o n / Vi su a l I d e n t i t y S ys t e m /

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ID

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K EY W O R D S S e n i o r V R L i fe Vi rt u a l R e a l i t y Ge t A cce s s I n fo r ma t i o n Te c hn o l o g y

CHUJUN Z HAO

Develop an MFA thesis by defining a problem, distilling information, and creating a solution through a graphic design approach. The design solution will successfully reach its intended audience on multiple levels and across multiple design platforms.

D EL I VE R A B LE S Ma g a z i n e / 9 . 3 x 1 2 i n Vi d e o / 1 9 2 0 x 1 0 8 0 p x W e b s i t e / W e b s i t e / 1 920 x 1080 p x S a fe t y R a t i n g S y s t e m B i l l bo a r d A d Ev e nt

P AL ETTE

SE LE CTE D W OR K_2 01 5— 2 01 8

CON C E PT

According to AARP’s survey, 51% of seniors don’t have hobbies, and 39% of seniors don’t participate in social communities. So, how can we help seniors enrich their lives?

And the answer is Virtual Reality or VR. Recent research shows that VR is a way for seniors to enhance their lives. Thus, EnVirtual’s goal is to help seniors have access to Virtual Reality and expand their experience of the outside world.

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S P ECIA L TH A N K S

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CHUJUN Z HAO

Thank you everyone who supported me during this journey.

I couldn’t have done it without your understanding, patience or spirit. Thank you very much!

FAM I LY & F R IE N D S

Mam , Dad , Gran d p ar ents, Suiyi Dan, M eng Wang, Jolen a Yan g , Zi li Ma, Y uran Chen, Xinyu Y ue

I N S T R U C TO R S

Mary Sc ott, Ph i l Hamlett , Christo pher M o rlan, Hun ter Wi m m er, Samant ha Perkins, St anley Z ienka, San dra Is la, Ti m Carpent er, L ian Ng, Caro lina, Dav id Sc ott, Caroli n a de Barto la, Kat hrin Blat ter, Bo b Slo t

S U P P O R TE R S

Pari s Yan , Matte Ma, Y e Z hang, Scot Crisp, Ru i He, Ji alu Li , Mingguo L i, Y itian M a, Selina Wu, Ch i h -Hs uan Lee, Li na Wang, Tao Wen, L ingi Y uan, Ch ri s Yan g , Ci n d y Zheng, Y eji Kim, Chammi Kw o n, Ju n g m i n g Lee, Li n lin so ng

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MFA SELECTED WORK

C OL O P H O N

DES I G N E R C hu ju n ( J u n ) Z h a o

S CHO O L Ac adem y of Art Un iv ersity

CON TA C T + 1 6 2 8 8 8 8 6 3 48 c h u j u n p o @ gma i l . co m c h u j u n z h a o . co m

PROGRAM Sc h ool of Graph i c D esign an d Di g i tal Med i a

P H OTO G R A PH Y C hu ju n ( J u n ) Z h a o

CO UR S E MF A Portfoli o Sem i nar

T YP EF A C E C a rb o n Balboa Utopia Std

A D D R ES S 79 N ew Mon tg om ery St , San Fran c i s c o, CA 9 41 05

BI N D E R Y B l u rb I n c 5 8 0 Ca l i fo r n i a S t # 3 00, S a n Fr a n ci s co , C A 9 41 04

I NS TR UCTO R Mary Sc ott

www.c h ujun zh ao.c om