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DESIGN THAT MATTERS

P O R T FO L I O O F J I A H U I Z H U , M FA


DESIGN THAT MATTERS

P O R T FO L I O O F J I A H U I Z H U , M FA


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

“DESIGN WILL SAVE THE WORLD RIGHT AFTER ROCK AND ROLL DOES.” — David Carson


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/ 09

[ Preface ]

DESIGN THAT MATTERS MFA PORTFOLIO BOOK

[ Concept ]

Design is what links creativity and innovation. It shapes ideas to become practical and attractive solutions for users. Design may be described as creativity deployed to a specific end. With each act of design, we are pulling resources out of the earth and concentrating them into objects. Design is what determines whether objects have value or meaning, whether they support our intentions for how we want to live. To some extent, design can make our life better. As we know, designers should have focused responsibilities. They care hugely about the real people who will use a product, service, building or experience that they are developing. This focus on users inspires great ideas and ensures that solutions meet real needs, whether the users are fully aware of them or not. In this portfolio, I will show my ways of thinking and working. The whole book of process will explain what I care about as well as the approaches to address issues.

SEMESTER

Fa ll 2 01 3

COURSE

D es i gn Po rtfo li o

I N S T R U CTO R

Ma ry S c ott

TITLE

D es i gn T ha t Ma tters

C AT E G O R Y

Pri nt


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

TABLE OF CONTENTS

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KICK OFF YOUR SHOES A SET OF HANDMADE LETTER POSTERS

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BRING INTO HARMONY A BOOK OF REBRANDING BURT’S BEES

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SEND HOME A LETTER A FILM FESTIVAL OF MABEL CHEUNG


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ENJOY EDUTAINMENT

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REMOVE A PICKET FENCE

A SET OF TYPOGRAPHIC CARDS

A BOOK OF SUBURBAN DEVELOPMENT

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PREPARE FOR THE WORST

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INHERIT THE TRADITION

A BOOK OF EARTHQUAKE PREPAREDNESS

A REBRANDING SYSTEM OF AN ITALIAN DELI

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PAGE / 157

BUILD A HOME A SUSTAINABLE BIRDHOUSE

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FIND YOUR OWN WAY A NEW TRAVEL OPTION FOR TOURISTS


J I A H U I Z H U , M FA

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D E S I G N T H AT M AT T E R S


PROJECT

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[ Project ]

KICK OFF YOUR SHOES A SET OF HANDMADE LETTER POSTERS

[ Objective ]

Use different materials to explore existing modern typographic ideas and techniques. Also attempt to expand on the typographical range through type posters.

[ Solution ]

This series of posters is designed for certain architecture. The concept of the posters is about publicizing wooden houses for people’s relaxation. Three key words of the posters are Break, Out and Open. I want to encourage people to rest during their busy days and enjoy a holiday. All the letters are made of wood and shot in a related environment. The photos are used as poster backgrounds with secondary type. I have tried to develop an explicit method for creating work that is neither complicated by excessive scrutiny, nor predestined to vanish from an absence of authority in this project.

SEMESTER

S pri ng 2 01 2

COURSE

Ty pe E x peri ments

I N S T R U CTO R

Ka thri n B la tter

TITLE

B a c k to N a tu re

C AT E G O R Y

Pri nt

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

16/5–21/5 BACK 2012 TO BREAK OUT OPEN NATURE 3 WOOD HOUSES FOR RELAXITION

Freed from the heavy work and look for a free trip to the heart. Dragon Travel Agency is now waitting for you in this summer holiday. 870 Market St, #1042, San Francisco, CA 94102 www.dragontravel.net

16/5–21/5 BACK 2012 TO BREAK OUT OPEN NATURE 3 WOOD HOUSES FOR RELAXITION

Freed from the heavy work and look for a free trip to the heart. Dragon Travel Agency is now waitting for you in this summer holiday. 870 Market St, #1042, San Francisco, CA 94102 www.dragontravel.net

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T I T L E / B A C K TO N AT U R E


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16/5–21/5 BACK 2012 TO BREAK OUT OPEN NATURE 3 WOOD HOUSES FOR RELAXITION

Freed from the heavy work and look for a free trip to the heart. Dragon Travel Agency is now waitting for you in this summer holiday. 870 Market St, #1042, San Francisco, CA 94102 www.dragontravel.net

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / B A C K TO N AT U R E


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J I A H U I Z H U , M FA

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D E S I G N T H AT M AT T E R S


PROJECT

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[ Project ]

BRING INTO HARMONY A BOOK OF REBRANDING BURT’S BEES

[ Objective ]

Investigate what defines the personality, identity and substance of these businesses through the creation and execution of brand and identity programs. Bring force a new soul of the dying brand.

[ Solution ]

The brand I’ve chosen is Burt’s Bees. The original brand mission was to make people’s lives better every day naturally. However, my idea is to help build the harmonious relationship between individuals and the world around through rebranding the project. Making the shift into the new stage, Burt’s Bees has been able to keep most beneficial qualities such as friendliness and naturalness. Adjusting to the new era and what really moves people, the new brand has become a harmonious, giving, sharing and responsible member that provides a kind of rich experience for customers. I’ve created visual expressions of the brand, such as logo design, websites and stationery.

SEMESTER

S pri ng 2 01 3

COURSE

Na tu re o f Id enti ty

I N S T R U CTO R

H u nter W i mmer

TITLE

A T ri b u te to H a rmo ny

C AT E G O R Y

Pri nt, Intera c ti o n

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / A T R I B U T E TO H A R M O N Y


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J I A H U I Z H U , M FA

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D E S I G N T H AT M AT T E R S


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[ Project ]

SEND HOME A LETTER A FILM FESTIVAL OF MABEL CHEUNG

[ Objective ]

Explore the necessity and purpose for developing integrated messaging across all mediums for a film festival of one filmmaker. There should be a cohesive thread running through all materials.

[ Solution ]

Mabel Cheung is one of the leading female film directors in Hong Kong. She is well known throughout China for exposing migration issues and the plight of Chinese people who live abroad. Characters feel confused and lost when they meet frustrations during their life, but they will never give up the connection of their family, friends and lovers in her films. By watching films, people can understand that there may be bad times once in a while, but it doesn’t mean life is bad. I have also created some additional specialized elements such as a website and promotional products in support of a large-scale integrated communications package. A personal production schedule and individual milestones over the span are also established to enrich the festival.

SEMESTER

Fa ll 2 01 2

COURSE

Integra ted Co mmu ni c a ti o ns

I N S T R U CTO R

H u nter W i mmer

TITLE

No W i nter La sts Fo rever

C AT E G O R Y

Pri nt, B ra nd i ng, Pa c k a g e

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

lasts

last

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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3.16–3.18 10am–5pm, 10am–5pm, Main Buliding, Main Buliding, The The City City Hall, Hall, Hong Kong Hong Kong

Wherever you go, family is always there.

A Mabel Cheung Film Festival

www.nowinterlastsforever.com

FEATURING An Autumn's Tale The Soong Sisters The City of Glass Echoes of the Rainbow


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


CITY OF GLASS

ISRC CN-F21-98-064-O/V.J9 WM-5897A

THE SOONG SISTERS

ISRC CN-F21-98-064-O/V.J9 WM-5897A

AN AUTUMN’S TALE

ISRC CN-F21-98-064-O/V.J9 WM-5897A


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

THE SOONG SISTERS March 16, Friday 2:00pm Central Theater Seat: C18 Price: $25.00 Main Building, The City Hall 5 Edinburgh Place Central, Hong Kong

ADMIT ONE

CITY OF GLASS March 17, Saturday 10:30am Central Theater Seat: A07 Price: $25.00 Main Building, The City Hall 5 Edinburgh Place Central, Hong Kong

ADMIT ONE

THE SOONG SISTERS March 16, Friday 2:00pm Central Theater Seat: C18 Price: $25.00 Main Building, The City Hall 5 Edinburgh Place Central, Hong Kong

ADMIT ONE

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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T I T L E / N O W I N T E R L A S T S FO R E V E R


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J I A H U I Z H U , M FA

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[ Project ]

ENJOY EDUTAINMENT A SET OF TYPOGRAPHIC CARDS

[ Objective ]

Create a typographic card set introducing a unique typeface with its own history and family. We are also required to recognize and apply the symbolic, conceptual and design possibilities of typography.

[ Solution ]

The set needs to be informative, educational, fun and original so people would want to buy it and keep it as a reference. I’m going to introduce the features of Rockwell typeface. The theme of this project is the geometry of Rockwell because Rockwell is a geometric slab serif design, a strong display typeface for headlines and posters. So I am trying to show its characteristics through a playful way to tell people the story about Rockwell. Then use its typographic alphabet to send messages in support of design concepts that reach and motivate the target audience. The cards set should reflect a sense of art, design and typography and please the eye.

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SEMESTER

Fa ll 2 01 2

COURSE

Ty po gra phy 2

I N S T R U CTO R

Pa u l Wo o d s

TITLE

G eo metry o f Ro c k well

C AT E G O R Y

Pri nt


PROJECT

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x Title// Geometry of Rockell

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c

The Rockwell font family is a slab ser if typeface or iginally modeled after a 1910 font called Litho Antique. Revived by Morris Fuller Benton in the 1920s, the font was redesigned and published in 1934 by Monotype in a project spearheaded by Frank Hinman Pierpont.

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Foundry// Monotype Design

TITLE / GEOMETRY OF ROCKWELL


A diagonal is a line joining two nonconsecutive vertices of a polygon or polyhedron. Informally, any sloping line is called diagonal. The word "diagonal" derives from an ancient Greek. It was used by both Strabo to refer to a line connecting two vertices of a rhombus or cuboid, and later adopted into Latin and diagonus. In mathematics, in addition to its geometric meaning, the diagonal is also used in matrices to refer to a set of entries diagonal line. A triangle is one basic shapes of geometry—a polygon with three corners and vertice and a three edges which are the segments, given their angles in of it.

Title// Geometry of Rockell

Foundry// Monotype Design

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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TITLE / GEOMETRY OF ROCKWELL


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

numbers

In typography, a slab serif, also called mechanistic, square serif or Egyptian. Typeface is a type of serif typeface characterized by thick, block-like serifs. Serif terminals may be either blunt and angular, like Rockwell. Slab serif typefaces generally have no bracket. Some consider slab serifs to be a subset of modern serif typefaces. Rockwell is geometric, its upper- and lowercase "O" more of a circle than an ellipse. The serif at the apex of uppercase "A" is distinct. The lowercase a is two-story, somewhat incong r uous for a geometr ically drawn typeface.

Title// Geometry of Rockell

Foundry// Monotype Design

Title// Geometry of Rockell

Foundry// Monotype Design

s an n i re g o rs y h a b e ve r h m u s c o hic l n i e o f e d s, w i c a t th e le h gth p h rac t e c ro , t o re h e ve r len l o s abs re t e G t h e le hi n t n c gt w d e n e re H o rab i r p ndo c o len re i c d . n s u h e ba o f n y i we h e as r A ns et a t e r t h e rs o d m c o m c o m m t e he f a v su i n t e s, b o t g e inc d i c de h e ies, N u m e t r y c a r o f a t t s o f n t r ma i n anti e s. o m D e s i e ted d , c o w s e rs q u g u r g e b y s t u i l i t a i o c e f a ion. vi m b tr ic o f f i n t t e s h e e d b e at na t t n u om e a r c e d i t h a a n sent ge d a d u o o r c re s d o a n i n t r f c i z e pe rep o a l re m e a sh raic r f o o r t r i c geb e h w o m ir al g e the by t Py

id pa g n e av c t i en s h s t r u be y. r e a e t c o n had w t s o m t o i c h h e r e n ns m o t ge h a l t i o n t s w e o s t r u ucti a s s c i s s t e n j e c o m y i n nstr m p e r y s n l co c o v cla a t b e te in , e al c o i n o c e Th e c i etri e d t h e etri e th n d ple ver p s om r i b l ly, om ar s . A om owe be n c e e e g s c i c a g itio g e s. H t to by d e l a s s d in pos t e d to b tep ou olve ious C owe om i g h had of s ned to s en g a l l d c t r a ion e r t u r l e in las. a n d s uct m b m s s s i b a n d a b o a n nstr e nu ble po ne, par o t m o o i r c f in p r i al ing a m e l t o ans us s o f f i c u me ions d i ese uct th nstr co

Title// Geometry of Rockell

PAGE / 0 84

Foundry// Monotype Design

Title// Geometry of Rockell

Foundry// Monotype Design

TITLE / GEOMETRY OF ROCKWELL


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Geometry is a special branch of mathematics concerned with questions of shape, size, relative position of figures, as well as the properties of space. Geometry arose independently in a number of cultures as a body of practical knowledge concerning lengths, areas, and volumes.

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Title// Geometry of Rockell

Foundry// Monotype Design

Title// Geometry of Rockell

Foundry// Monotype Design

Euclidean Geometry Euclidean geometry has become closely connected with computational geometry, computer graphics, convex geometry, discrete geometry, and some areas of combinatorics. Momentum was given to further work on Euclidean geometry and the Euclidean groups by crystallography and the work of H. S. M. Coxeter, and can be seen in theories of Coxeter groups and polytopes. Geometric group theory is an expanding area of the theory of more general discrete groups, drawing on geometric models.

Title// Geometry of Rockell

Foundry// Monotype Design

Title// Geometry of Rockell

Foundry// Monotype Design

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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 0 86

TITLE / GEOMETRY OF ROCKWELL


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

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TITLE / GEOMETRY OF ROCKWELL


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J I A H U I Z H U , M FA

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[ Project ]

PREPARE FOR THE WORST A BOOK ABOUT EARTHQUAKE PREPAREDNESS

[ Objective ]

Provide innovative thinking to a certain topic which should be an issue. I have distilled all of the research to translate connected ideas into meaningful messages to address the problem.

[ Solution ]

Disasters can happen at any time and anywhere. Some give warning but others don’t give. Everyone, no matter who he is or where he lives, needs to be ready to deal with those natural disasters and emergencies quickly and effectively. In this book, I’ve tried to draw connections between world-wide societal, economic, historical and cultural concerns through the design. Then I find five opportunities to deal with the problem, designing various icons to transfer messages to people visually. I want to encourage them to take more responsibility to themselves after reading the book. Through this class, I am able to develop a better preparedness for my thesis study.

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SEMESTER

S pri ng 2 01 1

COURSE

Vi s u a l Co mmu ni c a ti o ns La b

I N S T R U CTO R

Phi lli p H a mlett

TITLE

We’re A ll O k

C AT E G O R Y

Pri nt


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J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 0 92

TITLE / WE’RE ALL OK


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PAGE / 0 94

TITLE / WE’RE ALL OK


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TITLE / WE’RE ALL OK


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TITLE / WE’RE ALL OK


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09

PAGE

099


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 00

TITLE / WE’RE ALL OK


PROJECT

01

02

03

04

05

06

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09

PAGE

101


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 02

TITLE / WE’RE ALL OK


PROJECT

01

02

03

04

05

06

07

08

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PAGE

103


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 04

TITLE / WE’RE ALL OK


PROJECT

01

02

03

04

05

06

07

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09

PAGE

105


J I A H U I Z H U , M FA

PAGE / 1 06

D E S I G N T H AT M AT T E R S


PROJECT

06

01

02

03

04

05

06

07

08

09

/ 09

[ Project ]

BUILD A HOME A SUSTAINABLE BIRDHOUSE

[ Objective ]

Use recycled materials to make a sustainable birdhouse, creating a brand and innovative packaging to meet the client’s goals. The birdhouse should be functional or conceptual.

[ Solution ]

This birdhouse is created for the Urban Outfitters store, using its existing style and design. The concept of the design is “the social network”. Human beings and birds are two separate species, but they can still live together. Therefore, the birdhouse is designed as four blocks that people can use them individually or put them all together. The key words of this store are modern, funky, free-style and colorful. Thus, the design of the birdhouse is also fitting the future of the brand. I’ve painted four blocks in different colors and irregular shapes. The four-parts birdhouse can create various structures, which are quite easily set up. It is a perch for birds but people can also use it as a decoration for the home.

SEMESTER

S pri ng 2 01 3

COURSE

Pa c k a g e 2

I N S T R U CTO R

T hmo a s Mc N u lty

TITLE

T he D en

C AT E G O R Y

Pa c k a g e, Cra ft

PAGE

107


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 08

TITLE / THE DEN


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

109


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 10

TITLE / THE DEN


PROJECT

01

02

03

04

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06

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PAGE

111


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 12

TITLE / THE DEN


PROJECT

01

02

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04

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06

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08

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PAGE

113


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 14

TITLE / THE DEN


PROJECT

01

02

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06

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PAGE

115


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 16

TITLE / THE DEN


PROJECT

01

02

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04

05

06

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PAGE

117


J I A H U I Z H U , M FA

07

D E S I G N T H AT M AT T E R S

/ 09

[ Project ]

REMOVE A PICKET FENCE A BOOK OF SUBURBAN DEVELOPMENT

[ Objective ]

Explore new innovative ways to communicate with text and images by making a book that shows the development of suburbia and gives a picture of country life in the future.

[ Solution ]

The book tells the history of suburban issue and imagines the possibility of how future suburban life might look. The suburban experiment is one of the single greatest misallocation of resources in the history of the world. The expansion of suburbs are far outside boundaries, continuing to develop at an exponential pace. In the book, I create different infographics to show statistics of various effects caused by suburbia. I have emphasized the context of usage, such as style, scale and position to address issues of design appropriateness for communications to varying audiences in different ways. This book is not only a container for knowledge, but also a platform for communication.

PAGE / 1 18

SEMESTER

Fa ll 2 01 2

COURSE

Ty pe S y stem

I N S T R U CTO R

D avi d H a ke

TITLE

S prawl

C AT E G O R Y

Pri nt


PROJECT

01

02

03

04

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08

09

PAGE

119


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 20

T I T L E / S P R AW L


PROJECT

01

02

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PAGE

121


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 22

T I T L E / S P R AW L


PROJECT

01

02

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08

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PAGE

123


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 24

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

06

07

08

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PAGE

125


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 26

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

127


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 28

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

06

07

08

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PAGE

129


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 30

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

131


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 32

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

06

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PAGE

133


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 34

T I T L E / S P R AW L


PROJECT

01

02

03

04

05

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PAGE

135


J I A H U I Z H U , M FA

PAGE / 1 36

D E S I G N T H AT M AT T E R S


PROJECT

08

01

02

03

04

05

06

07

08

09

/ 09

[ Project ]

INHERIT THE TRADITION A REBRANDING SYSTEM OF AN ITALIAN DELI

[ Objective ]

Create a new branding for an Italian deli and its line of products. Also, we are required to stress the analysis of two-dimensional graphic applications on a three-dimensional form.

[ Solution ]

Lucca is a family-run business. It blossomed because of attention to detail, demand of consistency, and its continental style and service. The store is run by a brother and sister team that are delighted to share in the deli’s wonderful tradition and legacy today. The history witnessed a warm and close relationship between Lucca and its neighbours. I have to create packaging with a specific design perspective for the brand development. For this project, I try to develop the new brand identity for Lucca delicatessen by making the brand more modern, simple and young. The details of this project aims to attract people who prefer Italian foods, and enjoy their life well. I hope that Lucca deli will have a new image and its spirit can be passed down forever.

SEMESTER

S pri ng 2 01 3

COURSE

Pa c k a g e 2

I N S T R U CTO R

T hmo a s Mc B u lty

TITLE

Lu c c a Ita li a n D eli

C AT E G O R Y

Pa c k a g e, B ra nd i ng

PAGE

137


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 38

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

139


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 40

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

141


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 42

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

03

04

05

06

07

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09

PAGE

143


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE /1 4 4

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

03

04

05

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PAGE

145


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 46

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

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PAGE

147


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE /1 4 8

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

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PAGE

149


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 50

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

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151


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 52

T I T L E / LU C C A I TA L I A N D E L I


PROJECT

01

02

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PAGE

153


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

[ MFA Thesis Project ]

PAGE / 1 54


PROJECT

01

02

03

04

05

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PAGE

155

“THE USE OF TRAVEL IS TO REGULATE IMAGINATION BY REALITY, AND INSTEAD OF THINKING HOW THINGS MAY BE, TO SEE THEM AS THEY ARE.” — Samuel Johnson


J I A H U I Z H U , M FA

PAGE / 1 56

D E S I G N T H AT M AT T E R S


PROJECT

09

01

02

03

04

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/ 09

[ Final Thesis ]

FIND YOUR OWN WAY A NEW TRAVEL OPTION FOR TOURISTS

[ Objective ]

My thesis project focuses on how to travel with locals in China. I want to help foreign tourists travel tailored to their interests and have opportunities to get a better understanding of “real China“ with local experts.

[ Solution ]

This Tripfitter program is a new travel way for those foreign tourists who are interested in Chinese cultural life and prefer to travel on their own. It provides tourists with extra opportunities to travel with local people in China directly. Even with the array of guidebooks and travel information on the internet, local daily life and best-kept secrets are still only known by local experts. I’ve created websites and a mobile app as online platforms to let people find their personal guides, customize their trips and connect with local people instantly. Stationery, advertisements and brochures are also designed to help people recognize the project and guide them in how to access it.

SEMESTER

S pri ng 2 01 3

COURSE

G ro u p S tu d y

I N S T R U CTO R

A ri el G rey

TITLE

T ri pfi tter

C AT E G O R Y

B ra nd i ng, Intera c ti o n, Pri nt

PAGE

157


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

To achieve better interaction between foreign tourists and local communities when traveling in China, I intend to create a platform to support tourists in looking for their tailored guides and personalizing their trips.

PAGE / 1 58

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

159


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 60

TITLE / TRIPFITTER


PROJECT

00 91

02

03

04

05

06

07

08

09

PAGE

161


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 62

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

163


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 64

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

165


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

tripfitter

PAGE / 1 66

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

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08

09

PAGE

167


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

Find personal guide. Mo re info r m a t i o n a t / / w w w. t r i p fit t e r. co m

PAGE / 1 68

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

169

Travel like a local. M o re i n fo rma t i o n a t / / w w w. t ri p fit t e r. c o m


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

PAGE / 1 0 70 10

TITLE / TRIPFITTER


PROJECT

01

02

03

04

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PAGE

171


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

Our insiders are ready to build you the perfect tour.

Sign up

PAGE / 1 72

or

Log in

TITLE / TRIPFITTER


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

174


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

ENJOY Your’re on your way. Connect with your local guide and access your itinerary.

Sign up or Log in

PAGE / 1 74

TITLE / TRIPFITTER


PROJECT

01

02

03

tripfitter

04

05

06

07

08

09

PAGE

175

tripfitter

Cindy Luo Chaoyang, Beijing

Beijing, China

FEATURED

FOLLOWING

ME

FOOD

CULTURE

CRAFT/ART

FOOD

SIGHTSEEING

ARCHITECTURE

PROFILE

POSTS

INBOX

NIGHT MARKET TOUR Starting at $60 per person 37

FOOD

PERFORMANCE

SOUVENIR


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

LOG IN

SIGN UP

Search experience

tripfitter ABOUT US

FIT YOUR TRIP

DISCUSSION

SEE CHINA DIFFERENTLY We’ll build a guide tailored to your interests. Where are you thinking of going?

GET STARTED

WINTER EVENTS

PAGE / 1 76

ICE FESTIVAL

SPA BOILED EGGS

SONG-AND-DANCE DUET

With Sean Li, Haerbing

With Yu Wei, Changbaishan

With Hua Sun, Jilin

TITLE / TRIPFITTER

BACK UP


PROJECT

01

02

03

04

05

06

07

08

09

PAGE

177

GET MATCHED WITH LOCAL INSIDERS Answer a few specific and easy questions to let us know a bit about you and what kind of experience you want. You’ll then be matched with a Tripfitter-cer tified local guide tailored to your interest in the area of your destination.

CONNECT WITH LOCALS DIRECTLY Connect with your local insider easily. You can ask for advice, local insights, special experience and tell your expectations for the trip. Through the communication, the local guide can help perfecting your trip.

DESIGN YOUR TRIP AND ENJOY Once you’ve finalized your trip plan, sit back and take one -click booking. While you fly to China you’ll have access to your local insider and our on-the -ground hosts will give you a warm reception. See China differently.


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

THANK YOU FOR BEING HERE.

PAGE / 1 78


[ Family ]

FATHER, MOTHER, LEI YANG, YI YAN, GRANDPRESENTS, ANUT LU, CHANYU ZHANG, GRACE WU

Thank you for your firm support, love, understanding and encouragement throughout the course of my Master education.

[ Friends ]

TINGYI ZHANG, YUFEI LIU, TAO LI, BEI YAN, YUHAN SU, KIM ANDRE BOE, MANJIA ZHAO, ZIJIAN LI, ANDRE CARNEVALE AND OTHER DEAR CLASSMATES

The last four years at Academy of Art University have been great because of my fantastic friends. Without yuor help, I can never strive for my goal.

[ Instructors ] MARY SCOTT, PHIL HAMLETT, HUNTER WIMMER, ARIEL GREY, DAVID HAKE, MICHAEL KILGORE, LIAN NG, BOB SLOTE, KATHRIN BLATTER, PAUL WOODS, JILL BALLARD, STEPHEN ABNEY, THOMAS MCNULTY

Thank you for your great help. Your expertise guidance, professionalism and brilliance will always be remembered.

PAGE

179


J I A H U I Z H U , M FA

D E S I G N T H AT M AT T E R S

COLOPHON

ACADEMY OF ART UNIVERSITY SCHOOL OF GRAPHIC DESIGN

[ Designer ]

JIAHUI ZHU www.jiahuizhu.com jiahuizhu87@gmail.com 415.728.2335

P R OJ E CT

Po rtfo li o

I N S T R U CTO R

Ma ry S c ott

TITLE OF BOOK

D es i gn T ha t M a tt e r s

P H OTO G R A P H Y

Ca no n 5D

PRINTER

G i a nt Ho u rs e P r in t in g

BINDERY

T he Key s

PA P E R

1 00# F i nc h F in e I D

T Y P E FA C E

D IN pro, Chro n ic l e Te xt

BOOK SIZE

8.62 5’ by 1 1 .6 25 ’

©2013 JIAHUI ZHU All rights reserved. No part of this publication can be reproduced without express p e r m i s s i o n f ro m J i a h u i Z h u . A l l re s p e c t i v e w o r k s h o w n h a s b e e n a p p ro p r i a t e ly i d e n tified credited.


Portfolio  

MFA Design Portfolio in Academy of Art University

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