Lunatic / Portfolio of Haoyue (Luna) Deng

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LU NA

The moon, sorcerous, an unspoken episode of wildness basking in the illumination of the unconscious, danger its only identity. Fantasy has no patient record in the sanatorium of derangement, but the tidal force is an irresistible reminder of how unpredictability is the only treatment for delusion. What stupidly does not pale in the face of conviction or, worse, the gaze of sanity? Thus, proclaims the mad, whose spells they are calling – Lunacy.





LU NA


Copywrite © 2021 Luna, Haoyue Deng All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means elec-tronic, mechanical, photocopying, recording or otherwise without permission from copyright holder. Some images and text have been used exclusively for inspiration and education purposes only.


Dedicated to those who talks to the moon and waits for a response.


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Chew Scenery Conceptual Cookbook

Boudoir, The Game of Lust Boardgame Design & Packaging

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Fugue

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Luxor

Outdoor Symphony Concert Series

Casino & Resort Rebranding


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Doing the Devil’s Work A Rob Zombie Film Festival Visual System

Nonbirthday Rave-Based App Design

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MOM

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Phantacia

Conceptual Retail Store Branding & Packaging

Absinthe Packaging Design


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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Typogrpahy 3 Complex Hierarchy Instructor Ariel Grey

Proj. 01 Chew Scenery Conceptual Cookbook

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A rider is an addition to a contract. In the performing world, a rider specifies an artist’s requirements when performing at a venue. It may include specific expectations when it comes to hospitality, security, and technical equipment.

Heather McDonald / Definition & Examples of a Rider

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l u n at i c

The project was to create a conceptual cookbook. I digged into the backstage life of wellknown performing artists. Recipes are chosen from riders, the special food request when stars are performing at venues. My concept was bigger than life because celebrities have fancier and more outrageous lifestyle than common people. Approach

Semester 2019 Summer Instructor Ariel Grey

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Course Typography 3 Complex Hierarchy

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The book is named Chew Scenery, which is a theatre term means — to act melodramatically; overact. Chew is also the action of eating. The three chapters was set as edgy controversial pop artists, divas, and rock stars; named as Monster Ball; Majesty, whatever you say; and Dead City Radio. The three names came from a tour of pop singer, an album of diva, and a song of rock star. The size of the book is 12 by 18 inches, which is huge. I could barely lift it when reading. It reflects my concept mentioned above.

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I was lucky to found a photography series by Henry Hargreaves. He staged and shot famous riders with a flemish baroque style twist, which inspired me to create a modern-twist on flemish baroque typography system. My typography was inspired by Fabien Baron.

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Packging Design 3 Advanced 3D Branding Instructor Christine George

Proj. 02 Boudoir The Game of Lust

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Anyone who is observant, who discovers the person they have always dreamed of, knows that sexual energy comes into play before sex even takes place. The greatest pleasure is not sex, but the passion with which it is practiced. When the passion is intense, then sex joins in to complete the dance, but it is never the principal aim. Paulo Coelho / Brazilian lyricist

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The project was to create a boardgame and packaging all along. According to my research, adult entertainment have become a huge growing industry, while most sex-related boardgames on the market are down-marketing and not well-designed. Thus, I decided to create an BDSM-inspired adult boardgame, named Boudoir, the Game of Lust, for those who are seeking adventures to spice up their sex life.

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Objective

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The set includes: the game board, a card deck, chess pieces, dice, box, and an instruction video. The visual elements I used to create depth in the boardgame while compelling the concepts are fishnet and laces. The three-dimension paradox inspired me when making the path on the game board. The chess pieces are naughty, which seems like 4 toys. Thanks to Ms. Goldie Tong illustrated those charming sexy ladies.

selected work

Semester 2020 Spring Instructor Christine George

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Visual System 1 Instructor John Nettleton

Proj. 03 Fugue Outdoor Symphony Festival

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My soul is a hidden orchestra; I know not what instruments, what fiddlestrings and harps, drums and tamboura I sound and clash inside myself. All I hear is symphony.

Fernando Pessoa / The Book of Disquiet

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l u n at i c

The course was about research and explore a system, which my choice went to orchestra. It's the largest ensemble performance form throughout human history. The project was aiming to solve a problem – symphony is no longer as popular as it used to be. The reasons are vary depending on the standpoint. According to my research, in the perspective of audience, most of interviewees claimed that symphony concerts seemed too serious, such as etiquette and dress code, which couldn’t play the role as entertainment.

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Objective

Approach

Semester 2019 Spring Instructor John Nettleton

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Course Visual System 1

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Fugue, is the music term of a contrapuntal composition in which a short melody is introduced by one part and successively taken up by others and developed by interweaving the parts. The overall style was playful and geometric with a vibrant color palette. The four nights were themed as following: Dance & Rhapsodies, all pieces are composed for dancing; the Night of Fairytales, all pieces were chosen from fairytale plays or operas; Moment of Glory, one of the most epic collaborations between German heavy metal band Scorpions and Berliner Philharmoniker Orchestra in 2001; and finally World Encores, which also refereed the last night as the encore of the concert series.

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I was inspired by Die Berliner Philharmoniker in der Waldbühne, which is an outdoor summer concert held annually by the Berliner Philharmoniker Orchestra (BPO). It’s a top level concert that allows audience wandering around while serving food and drinks. Each night has a concept indicated by the piece choices. I chose 4 amateur-friendly programs by BPO and redesigned as a casual symphony concert series. The main purpose was to attract young adults and even kids at least take the first step of symphony appreciation.

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Symphony Festival


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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Branding Strategy Instructor Thomas McNulty

Proj. 04 Luxor Resort & Casino Rebranding

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In the thick of the Las Vegas Strip stands an immense, glossy, jet-black pyramid. It is difficult to see inside through the opaque, onyx glass. It has no markings. At night, an eerie beam of bright white light shoots skyward from the pyramid’s north point. Taken in at once, the area is an uncanny reinterpretation of Ancient Egypt. The Luxor / The Dark Pyramid of Vegas

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l u n at i c

In terms of branding, all applications should work together. My choice was Luxor Resort & Casino, Las Vegas. It’s the iconic black pyramid in the thick of the Las Vegas Strip. Las Vegas is known for luxury resorts, where also has the largest amount of competitors. Considering the unique selling point in order to make the brand stand out from a bunch of top hospitality big names while maintaining the brand personality was the key.

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Objective

Approach

Instructor Thomas McNulty

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Semester 2020 Summer

selected work

Course Branding Strategy

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Luxor is known for its Egyptian-inspired exterior and interior designs. It’s a relatively family friendly resort compared to other hotels along the Las Vegas Strip. It also has the unique jetblack glossy look, which can be regarded as a modern twist on Ancient Egyptian. As for the brand identifier, I kept the pyramid shape in order to appeal to the audience of the major characteristic. Secondary graphic was Bastet, the Egyptian Goddess of home, female, cat, and protection. The cat look would be compelling to lots of people. The typography choices were aiming elegance and friendliness. Application choices were based on the hotel basic pack-age. However, I designed a limousine as the shuttle bus because I thought there was no reason of riding a mini van as the typical airport shuttle in the city of lust.

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Visual System 2 Instructor Hunter Wimmer

Proj. 05 Doing the Devil’s Work A Rob Zombie Film Festival

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Who is this irresistible creature who has an insatiable love for the dead? Rage in the cage / piss upon the stage / There’s only one sure way / to bring the giant down / Defunct the strings of cemetery things / with one flat foot on the devil’s wing / Die for me Living Dead Girl Rob Zombie / American singer-songwriter, filmmaker

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l u n at i c

The project was to create a hypothetical film festival focusing on visual communications. I decided on Rob Zombie as the director for whom I would create a film festival for. Coordinating a large number of materials that must all work together, the aim was to combine numerous messages with various formats while maintaining a cohesive and holistic aesthetic. This aesthetic had to represent the director’s personality and storytelling style.

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Objective

Approach

Semester 2020 Fall Instructor Hunter Wimmer

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Course Visual System 2

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Zombie has very unique style and strong personality. All of his films combined classic horror and dark humor. The name of the film festival was Doing the Devil’s Work — Uncovering the horror of humanity in the films of Rob Zombie. The title was taken from an iconic line of Otis, one of the protagonists in Zombie’s trilogy. I created all deliverables closely to the threads: freaks and outlaws torture and murder seemingly innocent people, revealing the evil, brutality, and corruption of the world. Visual-wise, my take on him was to create a seemingly chaotic layout that has a strong structure to hold them together.

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Rob Zombie is more well-known as the heavy metal icon than a filmmaker. Most of his works suffers from diverse criticism. However, working on something is controversial would be interesting on my perspective. Following deliverables were created: catalogue, posters, VHS cassettes, advertisements, media packagings, signage system, business system, social media campaigns, passes, website, and a flying logo.

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Graphic Design 3 Instructor Phil Hamlett

Proj. 06 Non-Birthday Rave App Design

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People want to feel united, they want to have that religious sense they want to feel like at a rave. 10,000 people at the rave are feeling the same emotions, a very primal need that’s not being fulfilled today.

Robert Greene / American author

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This course investigated how research and audience understanding created successful interactive projects that could enhance a user’s experience with a brand. In this class, research and design strategies aligned a brand with a series of design communication solutions. Students developed and designed multimedia deliverables that engage the targeted audience. Overall, my app was aiming to help ravers to enjoy the party and enhance raving experience in the relatively crowded and loud environment.

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Objective

Approach

Instructor Phil Hamlett

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Semester 2019 Fall

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Course Graphic Design 3

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Music festivals are considered as crowded. Ravers need an app contains more detailed information and functions aimed to deal with a crowded situation. Current situations are: festival apps are mainly focus on artist schedule; too much information on maps; provided info heavily rely on sponsors; lost & found takes too long; hard to navigate in venues due to bad / no internet and cell phone signal. My scope for this class focused on schedule, map and way finding, and extra services. The name Non-Birthday came from Alice in Wonderland. My app was designed for rave where people were not perfectly sober, so I incorporated some blurred and glitched graphic elements. On the other hand, my design can work as a framework. By changing design executions, it can perfectly fit in any other festivals.

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Plan Going

Download / Account Setup

People who are plan going to the rave will be major potential users.

People who have decided going to the rave and curious about set times will download the app.

The app may also play a role of promoting the event.

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Setup an account for ravers who have already received their wristbands, as tickets, and ready to activate their wristbands. Information browsing does not require signing up.

Exploring

Raving

Browsing the app to see attractions, facilities, and set times, which allow ravers planning in advance.

As users get into the venue and start raving, the app will keep providing informations while users are having fun.

Customizable schedule planner.

Live waiting time, navigation, and friend locating are available during the event hours within the venue and depending on users’ setting.

Wrap Up Had fun and may take a survey. Filing Lost & Found if needed. Wait for the next update of the app, which will provide information for the next or following events.


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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Packaging Design 4 Instructor Thomas McNulty

Proj. 07 Mom Retail Store Branding & Packaging

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My mother’s love has always been a sustaining force for our family, and one of my greatest joys is seeing her integrity, her compassion, her intelligence reflected in my daughters.

Michelle Obama / Former First Lady of the United Stateser

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l u n at i c

This was a group project. Our statement was – mothers are deserving of nothing but the best. The goal of retailer, MOM, was to build a healthy and functional brand of high-quality items that will enable all mothers to shop guilt-free. 85% of mothers believed society does not accept or value themselves in the last 20 years. The solution was to develop multiple product lines with affordable price points to make the lives of child care providers easier.

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Semester 2020 Fall Teammates Regina Pardron, Alex Lang, Paul Jeon, Tom Galang, Evelyn Lu, Howard Chen Instructor Thomas McNulty

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Course Packaging Design 4

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We were targeting moms in any experience level, females who are considering become a mom, and gay parents who take care of adopted children. The flag shop was set in Nashville, Tennessee; two other shops each was set in Seattle, Washington, and Austin, Texas. I was mainly in charge of the apparel line and supported the baby product line, while all of us had involved in all design process and sub-brands.

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This was a group effort with six other designers. We designed a shopping experience that catered to the needs of mothers. We formed a coherent branding scheme with one overarching brand named MOM and five sub-brands. But each sub-brand stood for its own personalities and intentions, using images, photos, and graphic elements across all sub-brands.

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Retail Store / MOM

Vision Statement For all mothers to shop happily and guilt-free, we aimed to build a healthy and functional brand of quality items. MOM was created by Charlotte James after she had her first-born baby. She left overwhelmed, along, and the utter need to provide the best for her son, Oliver. She set out to create a brand that would be organic, clean, and non-toxic for kids.

Baby Supplies / Kiddo

Small - Wipes - Hand Wipes - Baby Toothpaste - Baby Toothbrush - Diaper Cream - Diaper Rash Lotion - Teether - Bibs - Burb Cloths - Comb Set

Wellness / TruEssence

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Small -Essential Oils - Vitamins - Lanolin Nipple Cream - Nipple Balm - Body Lotion - Belly Oil - Bump Body Butter - Supplements - Prenatal - Postnatal Lactation

Medium - Body Lotion - Shampoo - Body Wash - Bedding - Towel

Medium - Incense - Painkillers - Cough Med - Bug Bite Spray - Band-aids - Masks - Gloves - Wash Bottle - Rose Water Spray

Large - Feeding Pillow - Hooded Towel - Diapers - Baby Bed

Large - First-aid Kit - Tampons - Pads - Panty Liners - Bladder Liners


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Small - Maternity Dress - Maternity Jeans - Maternity Panty - Nursing Top - Swaddle Blankets - New Born Onesie - Toddler Clothing - Baby Clothing

Medium - 5-Pack T-shirts - Postpartum Leggings - 2-Pack Jeans - Socks Set

Large - Gift Bundle

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Apparel / True Threads

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Food / Bitty Bites

Small

Small - Bottle Warmer - Smart Thermometer - Smart Kettle - Smart Light

Medium - Baby Monitor - Sound Machine - Smart Projector - Nanny Cam - Bottle Sterilizer - Air Purifier

- 1st Food Pack - 2nd Food Pack - Cereal - Chips - Veggie Sticks - Baked Puffs - Sparkling Water

Large - Baby Swing

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Smart Home / Haven

- Baby Puffs - Baby Wafers - Granola - Quick Oats - Old Fashioned Oats - Milk - Eggs - Shredded Cheese - Nutrition Bars - Fruit & Grain Bars - Juice

Large selected work

- Baby Fruit Puree - Baby 1st Food - Baby 2nd Food - Low-fat Yogurt Pouch - Greek Yogurt - Banana Chips - Dried Pineapple Rings - Dried Mango Slices

Medium

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art Course Packging Design 3 Advanced 3D Branding Instructor Christine George

Proj. 08 Phantacia Absinthe

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A glass of absinthe is as poetical as anything in the world. / After the first glass you see things as you wish they were. After the second, you see things as they are not. Finally you see things as they really are, and that is the most horrible thing in the world.

Oscar Wilde / Irish Poet

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l u n at i c

The project was to create a wine packaging scheme by researching and evaluating the demand and target audience. The definition and graphic style elevated a brand’s goods by packaging by analyzing the promotion and branding of a product line. Phantacia Absinthe was a hypothetical brand I created for this project. Phantacia is the alternative form of the word “fantacia,” which refers to a concept in Hellenistic philosophy and a music form.

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Objective

Approach b f a

Absinthe is a 100-year-banned liquor. The way of drinking absinthe — the dripping fountain, spoon and burning sugar cube, made me felt very ceremonial. The almost neon green liquid reminded me of witch potion, and it actually can cause illusion! Thus, my concept was to create a line of witch potion that inherits ancient brewing recipe. My targeted audience was not limited to absinthe lovers. For those who have love in dark magic and mysterious map stories, the Phantacia Absinthe also would draw their attention by standing on the shelf.

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Semester 2020 Spring Instructor Christine George

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Course Packging Design 3D Branding

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LU N ATI C Portfolio Luna, Haoyue Deng Bechelor of Fine Art

Identity Collection

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An abundance of appreciation goes to all guidance, challenges, companionship, support, encouragement, and love.

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l u n at i c

Thank you for being such an inspiration and role model. Thanks for generously sharing your expertise. You’ve been there along the way to guide, challenge, motivate, and encourage me. The learning journey at Academy of Art University have equipped me with essential skills to thrive in the professional world. I could never thank you enough Amanda Day, Andrew Cambouris, Ariel Grey, Bob Slote, Christine George, David Hake, Hilaire Fong, Hunter Wimmer, Jane Brown, John Nettleton, Mary Scott, Penny Lorber, Phil Hamlett, Thomas McNulty.

l u n a , h a o y u e d e n g

To My Instructors

To My Family b f a

First of all, mom said I had to thanks for the nice appearance I was born with, which was given by her. Thank you for always respecting my decisions, even though I cannot be there by your side for the most of time. I’m truly sorry for missed the opportunity to say bye to grandpa. Thanks for creating such an open-minded environment for me to grow up. I cannot express how grateful I am that you never missed a moment of my life. To My Friends

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Goldie Tong, my sexiest and boldest friend, thank you for always encouraging my wacky ideas and did the fabulous illustration for one of my favorite projects. Gongjin Li & Xinyuan Liu, my supportive roommates, thank you for taking care of me and helping with my technical issues. I cannot manage those flawless 3D renders without you. Muyi Li & Wenqi Ni, my loyal friends since high school, thank you for writing the fantastic poem on cover and never get tired of my random calling. Thanks to all allies accompanied me throughout the journey and always standing by my side without a second thought! Much Love!

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C O LO P H O N Contact Luna, Haoyue Deng +1 415-919-7175 lunadeng.design@gmail.com lunadengdesign.com School Academy of Art University School of Graphic Design Course Senior Portfolio Semester Spring 2021 Instructor Mary Scott Photography freepik.com stock.adobe.com unsplash.com shutterstock.com pexel.com Luna, Haoyue Deng Typefaces Quarto Founders Grotesk Printing Plotnet, San Francisco Binding The Key, Oakland

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Portfolio Bechelor of Fine Art 2016 – 2021 Contact lunadeng.design@gmail.com lunadengdesign.com


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