Yujia Luo 's portfolio 2019

YUJIA LUO PORTFOLIO

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Contents You could click on the click the items on the table of contents to go directly to the page.

I About Me. . . . . . . . . . 6 II Branding . . . . . . . . . . . . . . 8 Imperial House of Yujia . . . . . . . . . . . . . . . . . . . . 10 Heliam Personal Brand. . . . . . . . . . . . . . . . . . . . . . 22 ZHN Commercial Brand. . . . . . . . . . . . . . . . . . . . . . 24 PATCH Logo design. . . . . . . . . . . . . . . . . . . . . . . . . . 26

III Graphic Design . . . . . . . . . . . 28 Academic Poster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Other Posters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 “Book & I� Book design. . . . . . . . . . . . . . . . . . . . . . 36

IV Motion Graphic . . . . . . . . 38 Synesthesia. . . . . . . . . . . . . . . . . . . . . . . . . . . 40 HUD Interface. . . . . . . . . . . . . . . . . . . . . . . 42 Colour and Shape. . . . . . . . . . . . . . . . . . 44

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I About Me

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I became a design student because of my love for beauty, and I am mesmerized by brand design because of my pursuit of order and unity. Ever since I was a primary student, I have always been interested in different kinds of brands but, at that time, I did not know this was a part of brand design. In high school, I founded three student societies and enjoyed creating unique visual elements and brands for them. However, it was not until I became a freshman that I came into contact with real brand design studies. I love it.

All my works involve cultural elements and symbols—Western and Eastern, modern and traditional. I love seeing my creation being applied in real life. My passion is to polish every detail in a visual element, coordinating order and culture to find the breakthrough from conventional wisdom.

I have learned by heart the user-central ideology in design through my interactive design courses. I understand the importance of user experience and this deeply impacts the way I design—design as user, not a designer, with balance of beauty and function.

Culture, order, and user-centralism, these are currently my core design philosophy. I hope you can enjoy my work.

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II Branding

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Branding

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Imperial House of Yujia This is a brand design for a fictional oriental royal family. This design aims to show the solemness and authority of the sovereign. I applied the oriental Zen philosophy with a glimpse of Modern Minimalism. The main theme color is gold.

This is my most satisfying work and it represents my style of design well. Thus, I am going to explain, in details, how this project is made.

This project demonstrates my patience, detail-oriented mindset, my style of design, ability of design research, ability to design brands, ability to typeset and command over typographic.

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Branding

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Line and Simple

线与简 金

GOLD

1.Mood Board In-depth design research and reference, they are the base of a good brand design. In this Mood Board, I referenced many elements from the Eastern tradition, from films to clothes, from the exterior to the interior. From the Mood Board I came up with the base elements for this project: The Maidenhair leaf, Zen, lines, color and the typeface.

Oriental

东方 12

Branding

WORKING PLACE

宫

INSIDE

闱

TYPOGRAGHIC

TYPOGRAGHIC Adobe Caslon Pro Bold Adobe Caslon Pro 1234567890 1234567890 `~!@#$%^&*()_+[]\{}|;’: `~!@#$%^&*()_+[]\{}|;’: ”,./<>? ”,./<>?

ABCDEFGHIJKLM ABCDEFGHIJKLMN NOPQRSTUVWXYZ OPQRSTUVWXYZ abcdefghijklmnopqrstu abcdefghijklmnopqrstuv vwxyz wxyz

TYPOGRAGHIC 弥勒古楷体

Colors R:197 G:146 B:101

黄金

Gingko

Long live Golden Oriental I like it

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2.Research The first step is to do more research into the background. To avoid being superficial and flashy, I spent a lot of effort to do more research, seeking for uniqueness, to prepare for the visualization of my ideas.

In this project, identifying the core philosophy of the royalty, the cultural background, the political system are very important.

3.Drafts.

To develop the best idea, drafts are essential for inspiration.

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Branding

4.Determine details After identifying the main body of the design, I came up with details. This shows my pursuit of the most suitable ratio and structure.

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5.Determine the logo To showcase the solemness and tradition of the royalty, I chose Maidenhair leaf as the main logo. First of all, Maidenhair is a unique plant in oriental countries, enjoying a long history. Meanwhile, the color theme is gold because it fits in well with the the theme of the brand.

6. Calculate the proportion After determining the ratio through drafts, I started to calculate the exact number.

In order to showcase the order and cautiousness of the royalty, ensuring every angel, every line, has a reason and logic to exit. At this stage, This is where rational application should kick in.

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Branding

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The outcome of the logo.

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Branding

7.Last step The style of the design references the oriental Zen and Western Art Deco. After iteration, I came up with a more complete brand design.

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This is my first complete brand design.

Because there are less limitations, I could freely express my style and unique way of design.

Please check the complete brand bookfor this design in the attached.

Click to view the brand book

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Branding

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Heliam Personal Brand This is my personal brand and it basically follows my design style from the imperial house of Yujia. I extended the oriental style and based on that, I incorporated more modern elements to make it closer to the real life.

This project demonstrates my ability to expand on the theme of design.

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Branding

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ZHN Commercial Brand This is a design for a business and the client is a company that manufactures environmentfriendly industrial equipment, such as industrial air purifier. The design has a more commercial focus with a more technological theme This project demonstrates my ability to design brands for commercial uses.

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Branding

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PATCH Logo design This is the logo I designed during a creative industry bootcamp in two days. This is a custom clothes brand whose target audience is young people.

This project demonstrates my ability to work in a fastpaced environment with high efficiency.

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Branding

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III Graphic Design

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Graphic Design

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Graphic Design

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Academic Poster This is a project about academic poster design for Adobe topic This project demonstrates my ability to do heavy text typegraphic.

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Graphic Design

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Other Posters

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Graphic Design

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â&#x20AC;&#x153;Book & Iâ&#x20AC;? Book design This is a project for designing the contents of a book, from the text to the illustrations.

Throught the blue ink I constructed the abstact illustrations to show the inner world of the people.

This project demonstrates my ability to design a book, to illustrate for a book, to typeset for a book, to do binding and layout.

Click to view the book

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Graphic Design

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IV Motion Graphic

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Motion Graphic

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Synesthesia This is an animation I made using synesthesia of hearing and visualizing techniques.

This project demonstrates my ability to apply special effects for videos and visualizing concepts. And VFX.

Clik to see the creation process Clik to see the video

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Motion Graphic

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HUD Interface This is an HUD animation with a very technological style.

This project demonstrates my ability to apply special visual effects.

Clik to see the video

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Motion Graphic

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Colour and Shape This Motion Graphic work has a theme of collison of colors and shapes.

This project demonstrates my ability to command music and video clipping.

Clik to see the video

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Motion Graphic

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