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JINGSI CHEN /

Graphic Designer JINGSIDESIGN.NET /

jingsi chen901107@gmail.com +1 650-826-9697 COPYRIGHT /

All right resered. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, including photocopy or any storage and retrieval system, without prior written permission. Respect copy rights, encourage creativity!


SELECTED WORK – by Jingsi Chen

This book is dedicated to my beloved family members /


I T M AT T E R S

INFLUENCING

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Jingsi Chen


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PROJECT 00–of 06 Title: It Matters Promote The Greater Good

7

Inroduc tion

INRODUCTION /

People get influences in different ways. As graphic designer, we have an amazing ability to elevate words to communicate objects and promote the greater good. By understanding where we have come from, we have a better idea of where Design is one of the most powerful forces in our lives. Whether or not are aware of it, and can also be inspiring, empowering and enlightening.

Promote the Greater Good

we are going and, perhaps, where we should be heading.


I T M AT T E R S

TABLE OF CONTENTS

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00 / 06

/ 01

/ 02

REBRANDING FOR AVON

GONE GIRL POSTERS

Break the Rules of Beauty

Create the Texture of Scenes

p. 10-51

p. 52-69

9

/ 03

/ 04 KATE SPADE CSR REPORT

Taste the Flavor of Love

Live Life With an Attitude

p. 70-89

p. 90-103

/ 05

Ta b l e o f C o n t e n t s

HUNGRY MONKEY APP

/ 06 TRANSLATE

Transform the Environment of a Brand

Strengthen the Bonds of Joy

p. 104-119

p. 120-141

Promote the Greater Good

BE CONFERENCE


I T M AT T E R S

EMPOWERING

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PROJECT 01–of 06 Title: Rebranding for AVON Break the Rules of Beauty

11

COURSE /

Nature of Identity INSTRUCTOR /

Hunter Wimmer C AT E G O R I E S / Rebr anding for AVON

Re–branding TERM /

Fall 2018 DELIVERABLES /

Visual Strategy Guide

OBJECTIVE /

Visual Development Guide

Create a re–branding project based on the essence

Visual Standards Manual

of a brand that is dying and design a new identity system to reposition and expand the brand to a new direction. Build new expansions that open the company to a different demographic. To stay true to its original soul

APPROACH /

Avon has a lot of potential to be re-branded and extend into new categories because its brand soul, empowering women, never dies. In order to present the new brand mission, to help women build self–reliance and live their healthiest lives with self–care, mental health and wellness, the logo was created with an uplifting letter A and wing. The whole system uses mature and elegant color palette to show strength and power.

Break The Rules of Beaut y

while reviving the brand.


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


I T M AT T E R S

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12 X

Rebr anding for AVON

Break The Rules of Beaut y

X 5X 5X X

1/2X X

X

19

3/4 X


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


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Rebr anding for AVON

Break The Rules of Beaut y


I T M AT T E R S

EXPLORING

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02 / 06

PROJECT 02–of 06 Title: Gone Girl Posters Create the Texture of Scenes

53

COURSE /

Type Experiments INSTRUCTOR /

Wioleta Kaminska C AT E G O R I E S / Gone Girl Pos ters

Expressive Type Posters TERM /

Fall 2018 DELIVERABLES /

3 Posters

OBJECTIVE /

Create a series of three film posters to convey a mood through manually altered type forms. At times, practical effects can be more emotive than computer graphics. Type can emote just as strongly as images. In this series of posters, practical effects and type take the center stage Gone Girl, s a mystery that follows the events surrounding Nick Dunne, who becomes the primary suspect in the sudden disappearance of his wife. APPROACH /

Water, cutting letters and light effects created the texture and images for this poster series. The movement of water dragged the letter forms and created a scare and loneliness feeling.

C r e a t e T h e Te x t u r e o f S c e n e s

to portray the wistful, melancholic mood of the 2014 film


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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Gone Girl Pos ters

C r e a t e T h e Te x t u r e o f S c e n e s


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CARING

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PROJECT 03–of 06 Title: Hungry Monkey Taste the Flavor of Love

71

COURSE /

Principle of User Experience INSTRUCTOR /

Amber Xu C AT E G O R I E S / Hungr y Monkey App

Application User Interface TERM /

S u m m e r 2018 DELIVERABLES /

OBJECTIVE /

User Experience

Create an app with a conceptual context connected to a

UI / UX

personal interest. Explore blending images, type and possibilities of numerous experiences. APPROACH /

onas, and from there made a creative brief. Based on my user experiences, I created an app called Hungry Monkey. Hungry Monkey prepares fresh, wholesome meals focusing on nutrition and proper portion sizes for toddlers. This food delivery service helps parents give their child a healthy foundation.

Ta s t e T h e F l a v o r o f L o v e

I defined the target audience and developed several pers-


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Hungr y Monkey App

Hungry Monkey

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


Jingsi Chen

9"41 Hungry Monkey

Ingredients: Nonfat cow's milk (nonfat cow's milk, vitamin A palmitate, vitamin D3), organic cauliflower, cheddar cheese (pasteurized Free Soy Free milk,Eggcheese culture, salt, enzymes, annatto vegetable color, cornstarch), organic whole wheat pasta (organic whole wheat

Veggie

Mac & Cheese with Cauliflower semolina), low-fat cream cheese (pasteurized milk and cream, skim milk, cheesewheat culture, salt,this stabilizers (carob bean and/or Made with whole pasta, classic dish features a xanthan and/or guar gums), cheddar cheese powder secret ingredient blended intoorganic our cheddar cheese sauce: (organic cheddar cheese (organic milk, salt, pureed cauliflower. Our recipe is sopasteurized smooth, your child won't cheese cultures, enzymes), tapioca maltodextrin, salt, even guess it has veggies in organic it. lactic acid, organic annatto (for color), citric acid, natural mixed tocopherols (vitamin E), organic flour, organic canola Ingredients oil, nutritional yeastNutritions (dried yeast, niacin (B3), pyridoxine hydrochloride (B6), thiamine hydrochloride (B1), riboflavin (B2), vitamin (B12)), salt, annatto seed, organic paprika

I want this meal to be prepared as

Contains: Dairy, Wheat

ready-to-eat

9"41 Week of April 2

9"41 Week of April 9

Week of April 16

Week of April 23

raw ingredients Hungry Monkey

Week of April 30

My child don’t like broccoli, I want it to be replaced by Carrots Beets Menu

V EF

Order

Profile

V EF SF

20 minutes

Easy

30 minutes

Mac & Cheese with Cauliflower

Easy

Cheese & Veggie Strata

Veggie

Egg Free

Soy Free

Mac & Cheese with Cauliflower V EF

V EF SF

20 minutes

78

Easy

30 minutes

Mac & Cheese with Cauliflower

V EF

Menu 20 minutes

Ingredients

V EF SF

Easy

Easy

Cheese & Veggie Strata

Made with whole wheat pasta, this classic dish features a secret ingredient blended into our cheddar cheese sauce: pureed cauliflower. Our recipe is so smooth, your child won't even guess it has veggies in it.

Order

Mac & Cheese with Cauliflower

30 minutes

Profile Easy

Nutritions

Menu

Order

Profile

Cheese & Veggie Strata

Hungry Monkey

Login with Facabook

Sign up

Sign in

Continue as a guest

9"41

Plan

9"41

9"41

Preferences

Menu

Shipping

Payment

Plan

Preferences

Menu

Shipping

Plan

Payment

Preferences

Menu

Shipping

Payment

Add

Would you like to avoid any of the following ingredients?

Choose how many meals you want for your plan? 3 meals / week

V EF

V EF SF

20 minutes

6 meals / week

Easy

30 minutes

Mac & Cheese with Cauliflower

9 meals / week

Easy

Cheese & Veggie Strata

12 meals / week

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15 meals / week 18 meals / week

V EF

Order

Easy

Easy

Cheese & Veggie Strata

Next

Profile

V EF

Menu

Order

Profile

Menu

20 minutes

V EF SF

Easy

Mac & Cheese with Cauliflower

I T M AT T E R S

30 minutes

Mac & Cheese with Cauliflower

Next

Menu

V EF SF

20 minutes

21 meals / week

Order

30 minutes

Profile Easy

Cheese & Veggie Strata


03 / 06

9"41 Hungry Monkey

Veggie

Egg Free

Soy Free

Mac & Cheese with Cauliflower Made with whole wheat pasta, this classic dish features a secret ingredient blended into our cheddar cheese sauce: pureed cauliflower. Our recipe is so smooth, your child won't even guess it has veggies in it. Ingredients

Nutritions

79

I want this meal to be prepared as ready-to-eat raw ingredients My child don’t like broccoli, I want it to be replaced by Carrots Beets Menu

Order

Profile

Plan

9"41

Preferences

Menu

Shipping

Payment

9"41

Plan

First Name

Preferences

Menu

Shipping

Payment

Done!

Payment amount

$50.00

Last Name

Name on card Street Address

Zip

Year

Robin Fox

Apt./Ste.

Card number City

State

06 / 19

Month

Create account

Security code

Last Name

123

Street Address 94116

Next

Place Order Menu

Order

Profile

Menu

Order

Profile

Menu

Order

Profile

Ta s t e T h e F l a v o r o f L o v e

4319 4863 3342 8695

Expiry date

I want my first order shipping on: Date

Hungr y Monkey App

9"41


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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Hungr y Monkey App

Ta s t e T h e F l a v o r o f L o v e


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EXPRESSING

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PROJECT 04–of 06 Title: Kate Spade CSR Report Live Colorfully With an Attitude

91

COURSE /

Type System INSTRUCTOR /

John Nettleton C AT E G O R I E S /

Infographics TERM /

Fa l l 2 01 5 DELIVERABLES /

OBJECTIVE /

CSR Report

Choose a company’s annual/CSR report and redesign it, while

Kate Spade CRS Repor t

Book Design

keeping the brand true to its purpose. The outcome of this project is to learn how to harvest information and generate a complex visual system.

Kate Spade & Company intended to accent customers’ interesting lives and inspire adventure at each turn. The content is divided into two part, their business and data analysis. The concept is to make the annual report interesting enough to keep. Two spot colors are used to keep the design clean. Simple infographics are used to balance complex informations. The content is divided into two parts, business and data analysis. Throughout the process, there was a desire to create a happy feeling to honor the designer of Kate Spade.

Live Color fully With an At titude

APPROACH /


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Kate Spade CRS Repor t

Live Color fully With an At titude


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Kate Spade CRS Repor t

Live Color fully With an At titude


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Kate Spade CRS Repor t

Live Color fully With an At titude


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Kate Spade CRS Repor t

Live Color fully With an At titude


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Kate Spade CRS Repor t

Live Color fully With an At titude


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AVON

Promote the Greater Good


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REINFORCING

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PROJECT 05–of 06 Title: BE Conference Transform the Environment of a Brand

105

COURSE /

Type System INSTRUCTOR /

John Nettleton C AT E G O R I E S /

BE Conference

Wayfinding UI/UX Print Design TERM /

Fall 2015 OBJECTIVE / DELIVERABLES /

Create materials for an existing conference. The aim was

Poster

to design a visual concept that demonstrates a conceptual

Website

and typographical system.

App Booklet Signage

Be is SEGD’s premier event, focusing on the nexus and state of brand, identity, and place. It showcases the power of branded environments and experiences and how they are activating and transforming the places we live, play, work, and rest in. I used 2 bright colors and pulled typographical elements apart to illustrate the idea of reinforcing a brand. This project included a redesign brand that would span across posters, websites, app, program booklets, name tags and signage keeping a consistent visual system for all.

Tr a n s f o r m t h e E n v i r o n m e n t o f a B r a n d

Name tags

APPROACH /


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BE Conference

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BE Conference

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BE Conference

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BE Conference

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BE Conference

Tr a n s f o r m t h e E n v i r o n m e n t o f a B r a n d


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BE Conference

Tr a n s f o r m t h e E n v i r o n m e n t o f a B r a n d


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BE Conference

Tr a n s f o r m t h e E n v i r o n m e n t o f a B r a n d


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DELIGHTING

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PROJECT 06–of 06 Title: Translate Increase the Bond of Joy

121

COURSE /

Type Experiments INSTRUCTOR /

Wioleta Kaminska C AT E G O R I E S /

Tr a n s l a t e

Photography Print Design TERM /

Fall 2018 DELIVERABLES /

Poster Website App Print Design

OBJECTIVE /

Visually translate a poem written in a foreign language and its meaning was hidden. It was a process that required imagination, experiments and photography. The design transformed the words into new directions during the process.

I imaged the meaning and used various materials to draw, build and shoot a design on illusions created by scale ad hierarchy through photography. After divergent explorations, I narrowed down the ideas to one concept and created a brand around it based on the experimental design, and built a whole visual system.

Increase The Bond of Joy

APPROACH /


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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Increase The Bond of Joy


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SPECIAL THANKS TO –

DAD & MOM /

143

A few words are not enough to express how grateful I feel for your unconditional love, encouragement, and support in both school and life. Thank you so much for encouraging me to follow my dream. I will do my best to let you know how all the efforts you have made on my behalf will be worand thank you for everything. S T E V E & E V E LY N /

My incredible partner and my precious daughter. I am so grateful for your constant understanding, thank you for sup-

Acknowledgement s

thwhile. You are great and successful parents. I love you

porting me every step of the way. You both made my life complete. INSTRUCTORS /

Mary Scott, Phil Hamlet, Hunter Wimmer, John Nettleton, Amber Xu, Wioleta Kaminska. Thank you for instructing me pushing me to limits that I didn’t think I could achieve. I would like to say that you already created the best moment of my life. FRIENDS /

I am really lucky that I have you guys in my life. My success would not be complete without you. Thank you for encouraging and standing by me. Thank you for bringing joy into my life and share great moments.

Special Thank s to –

and leading me to be a professional designer. Thank you for


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ABOUT THIS BOOK –

145

Colophon

STUDENT /

BOOK BIDING /

Jingsi Chen

Blurb

jingsichen901107@gmail.com +1 (650) 826 9697 jsdesign.net

Academy of Art University School of Graphic Design Master of Arts INSTRUCTOR /

Mary Scott

Proline Uncoated # 100 PHOTOGRAPHY /

Creative Market Envato Elements Jingsi Chen TYPE /

Minion Pro Calibri Fira Sans

About This Book –

SCHOOL /

MAT ERIAL /


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