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EVERYTHING MATTERS KATE GUO PORTFOLIO





EVERYTHING MATTERS KATE GUO PORTFOLIO


from copyright holder.

copying, recording or otherwise without permission

any form by any means electronic, mechanical, photo-

reproduced, stored in retrieval system, or transmitted in

All rights reserved. No part of this publication may be

COPY RIG HT © 202 1 KAT E GUO


to the customers through the experiences we craft.

tion to every aspect, because everything matters. Design is a way for us to deliver meaning

that — to meaningful. A good design always comes from the designer who can pay atten-

delight. I think it is about taking products from being usable to delightful, and then beyond

Design isn’t just about making things look appealing, or just about usability, or even just

EVERYTHING MATTERS


CONT E NTS

TA BLE

OF


T H E E N D U R I NG ROM A NC E O F SW E ETN E S S / / / 6 -2 3 D ON'T BUY BEER BUT A LIFESTYLE /// 24-45 A K O S H E R D E L I T H AT A LWAYS S AT I S F I E S / / / 4 6 - 6 3 L O S S O F I N N O C E N C E , FA C I N G T H E F U T U R E / / / 6 4 - 8 7 F L AV O R B E G I N S W I T H T H E R I G H T T O O L S / / / 8 8 - 1 0 3 THE BEST MEDICINE IS A GOOD REST /// 104-119 A T I M E FO R FO N TS W I T H A H U M A N TO U C H / / / 1 2 0 - 1 3 3 I F Y O U WA N T T O F I N D A G R E AT C O O K / / / 1 3 4 - 1 5 1 E V E R Y T H I N G M AT T E R S L O G O C O L L E C T I O N / / / 1 5 2 - 1 6 1

0 1/08

02/08

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K AT E G U O , B FA

P R OJ E CT 0 1

|

L O V E C H O C O L AT E

THE ENDURING ROMANCE OF SWEETNESS

E V E R Y T H I N G M AT T E R S


08

reflect the nobility of its products.

decided to modernize the design of the brand’s identity without losing the characteristics which

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07

old European chocolate brand are elderly people. In order to attract more young people, I

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Business System, and Brand Postcards.

05

According to my interview with the owner, I learned that most of the customers of this 160-year-

04

Bay Area. The brand will come to life through the following deliverables: Logo, Color Palette,

Branding

03

This project is to create a memorable brand for a boutique business based in the San Francisco

Thomas McNulty

CAT EG ORI ES

02

AP P R OAC H

Love Chocolate.

Graphic Design 3 | 2020 Spring

IN ST R U CTO R

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O BJ ECTI VE

PR OJ E CT

COU RSE

08 / 09


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

|

L O V E C H O C O L AT E


08 01

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FIN AL LO G O

BRAN D CO LO RS

PMS 7554 C

PMS 405 C

PMS 400 C

PMS Cool Gray 1 C

RGB 96 79 61

RGB 121 108 89

RGB 218 213 207

RGB 240 239 234

CMYK 47 52 64 51 HEX #423c2d

CMYK 45 44 56 34 HEX #5d5e4a

CMYK 17 15 18 1 HEX #d2d7cf

CMYK 8 5 9 0 HEX #ebf2e8

FON TS

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AB C D EFG H I J K LM N O P Q R STU V WXYZ abcd e fg hi j kl mn o p q rs t u vwxyz 12345 678 9 0 Montserrat


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

|

L O V E C H O C O L AT E


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E V E R Y T H I N G M AT T E R S K AT E G U O , B FA

P R OJ E CT 0 1

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L O V E C H O C O L AT E


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E V E R Y T H I N G M AT T E R S K AT E G U O , B FA

P R OJ E CT 0 1

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L O V E C H O C O L AT E


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

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L O V E C H O C O L AT E


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

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L O V E C H O C O L AT E


08 07 06 05 04 03 02 01 20 / 21

https://kateguoxiaoli.wixsite.com/mysite


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

|

L O V E C H O C O L AT E


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 1

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L O V E C H O C O L AT E


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K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.

D ON’T BUY BEER BUT A LIFESTYLE

E V E R Y T H I N G M AT T E R S


08

tion in a legible fashion.

the customers’ eye. The packaging also showed a clear hierarchy and displayed all legal informa-

and fresh feeling that customers enjoy when drinking it.

02

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and attractive packaging that reflects the uniqueness behind the beer itself, as well as the cool

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rebranded their products. The design was created to stand out in the current market and draw

05

I wanted to use simple and calm-looking graphic illustrations to reshape and create new modern

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packaging and graphics. I chose Fieldwork Brewing, an independent boutique beer-maker, and

Package Design | Branding

03

The goal of this project is to examine the marketing and branding of a product line through

Thomas McNulty

CAT EG ORI ES

02

AP P R OAC H

Fieldwork Brewing Co.

Package Design 3 | 2021 Spring

IN ST R U CTO R

01

O BJ ECTI VE

PR OJ E CT

COU RSE

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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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FIN AL LO G O

BRAN D CO LO RS

PMS 490 C

PMS 754 C

PMS 295 C

PMS 301 C

RGB 117 45 46

RGB 30 26 25

RGB 33 52 84

RGB 47 78 124

CMYK 34 84 67 48 HEX #58152c

CMYK 72 67 61 83 HEX #0c0e11

CMYK 96 78 39 37 HEX #062362

CMYK 90 69 29 14 HEX #16449c

FON TS

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ABC D E FG H I J KLMNOPQRST UVW XYZ ab cd e fg h i j k l mn o pqrstuvw x yz 123 4 56 7 89 0 Josefin Sans


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.

Background Image


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E V E R Y T H I N G M AT T E R S K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 2

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F I E L D W O R K B R E W I N G C O.


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K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N

A KOSHER DELI THAT ALWAYS SATISFIES

E V E R Y T H I N G M AT T E R S


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itself more recognizable.

only to make it easy for consumers to identify, but also to make the packaging

of the food packaging is printed with the exclusive trademark of kosher food. The purpose is not

man’s Deli while giving it a new contemporary meaning. Since this is a kosher restaurant, most

03

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the basis of low cost, easy to reproduce. The intention is to preserve the original tradition of Lieb-

06

different food packages.

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The logo was redesigned and rebranded from the original logo. I used a single-color design on

04

high-fashioned in the marketplace, while also helping strengthen its brand identity by creating

Package Design | Branding

03

To create a new brand identity for Liebman Delicatessen and make it unique, contemporary and

Thomas McNulty

CAT EG ORI ES

02

AP P R OAC H

Liebman Delicatessen

Package Design 2 | 2020 Fall

I N ST R U CTO R

01

OBJE CT IVE

P R OJ E CT

COURS E

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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

|

L I E B M A N D E L I C AT E S S E N


08 01

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FIN AL LO G O

BRAN D CO LO RS

PMS 174 C

PMS 179 C

PMS 2345 C

PMS 649 C

RGB 178 92 72

RGB 229 80 70

RGB 255 84 64

RGB 251 250 246

CMYK 25 69 68 17 HEX #9f4244

CMYK 3 80 69 0 HEX #f7334f

CMYK 0 78 72 0 HEX #ff3847

CMYK 2 2 4 0 HEX #fafaf5

FON TS

ABCDEF GH IJ KL M N O P Q R S T U V W X YZ a bcd e fghi j kl mno p q r s tu v w x y z 12 34 567890 Caecilia LT Std

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AB CD E FG H I J K L MNOP QRSTUV WX Y Z abcd e fg h i j k l m n opqrs t u vwxyz 1234567890 Josefin Sans


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 3

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L I E B M A N D E L I C AT E S S E N


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K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS

LOSS OF INNO CENCE , FACING THE FUTURE

E V E R Y T H I N G M AT T E R S


08

tones and low saturation pictures to express the sadness. His movie scenes are often arranged in ordinary unmanned streets, so I used the textures on different streets I shot as background

personality and storytelling style.

images for this design.

perplexity of facing the adult world. Most of his works are plain and sad, so I chose to use beige

while maintaining a cohesive and holistic aesthetic. This aesthetic had to represent the director’s

04

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delicate lens to express the innocence of boys and girls at the beginning of their love and the

06

is visual communications. The goal was to combine numerous messages with various formats

05

I chose to create a film festival for the Japanese film director Shunji Iwai. He always uses the most

04

ing a visual system and coordinating a complex set of materials. The focus point of this project

Visual System

03

This project is to choose a film director and design a hypothetical film festival by conceptualiz-

Hunter Wimmer

CAT EG ORI ES

02

AP P R OAC H

Captured Moments

Visual System 2 | 2021 Spring

IN ST R U CTO R

01

OBJE CT I VE

P R OJ E CT

COU RSE

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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

|

CAPTURED MOMENTS


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FIN AL LO G O

BRAN D CO LO RS

PMS 440 C

PMS 432 C

PMS 154 C

PMS 7541 C

RGB 60 52 49

RGB 60 79 86

RGB 168 108 71

RGB 244 241 232

CMYK 60 59 58 67 HEX #222323

CMYK 75 52 47 43 HEX #24464d

CMYK 27 57 71 22 HEX #91563a

CMYK 6 5 11 0 HEX #f0fe3

FON TS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890 Cormorant Garamond

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AB C DE FG HI J K L MN O PQ R STUVWX YZ a b cde fg h i j k l m no pqr stu v w x y z 1 2 3 4 5 6 78 9 0 Josefin Sans


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

|

CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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https://kateguoxiaoli.wixsite.com/cmff


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

|

CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 4

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CAPTURED MOMENTS


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K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES

FLAVOR BEGINS WITH THE RIGHT TO OLS

E V E R Y T H I N G M AT T E R S


06

of its products.

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to express its fun, plus a clean and simple packaging layout to reflect the professionalism

05

For most people, McDonald’s is a very happy brand. I decided to use a very colorful palette

04

sories, so that customers can understand the new brand’s packaging design system more clearly.

Package Design

03

This project is to design a packaging system for McDonald’s new production line — kitchen acces-

Thomas McNulty

CAT EG ORI ES

02

AP P R OAC H

McDonald’s Home Applicances

Package Design 3 | 2021 Spring

IN ST R U CTO R

01

OBJE CT I VE

P R OJ E CT

COU RSE

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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 5

|

MADONALD’S HOME APPLICANCES


08 07 06 05 04 03 02 01

BRAN D CO LO RS

PMS 7606 C

PMS 155 C

PMS Yellow 0131 C

PMS 566 C

PMS 290 C

RGB 222 162 151

RGB 236 208 161

RGB 238 229 181

RGB 201 217 207

RGB 209 229 242

CMYK 16 45 35 0 HEX #d68ca6

CMYK 11 22 41 0 HEX #e3c796

CMYK 10 10 35 0 HEX #e6e6a6

CMYK 26 10 21 0 HEX #bde6c9

CMYK 22 6 4 0 HEX #c7f0f5

FON TS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Avenir Next

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A BC DE F G H I J KL MN OP QRSTU VWXY Z abcd e f g h i jk lm n o p qrstu vwxyz 1234 5 6 7 8 9 0 Helvetica Neue


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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E V E R Y T H I N G M AT T E R S K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

i’m lovin’ it

Happy WK-4736

P R OJ E CT 0 5

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MADONALD’S HOME APPLICANCES


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K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX

THE BEST MEDICINE IS A GO OD REST

E V E R Y T H I N G M AT T E R S


08

the market with the word “sleep” are blue or purple. So in the end I decided to use yellow as the after their rest in this hotel.

main color not only to attract the attention of users, but also to represent the vitality of customers

originally planned to use quieter colors like blue or purple. But I realized that most of the apps on

is a capsule hotel that is convenient for tourists to take a short break at the airport.

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resent the shape of the room in the logo design. Because the name of this hotel is Sleepbox, I

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identity should elevate and refresh the hotel brand. The hotel I chose is called ‘Sleepbox,’ which

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Because the rooms in this hotel are all rectangular or cubes, I used two simple squares to rep-

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many areas of its brand, including a graphic standards manual and design applications. The new

Branding

03

This project is to design a new branding identity for a hotel with an extensive application to the

Thomas McNulty

CAT EG ORI ES

02

AP P R OAC H

Sleepbox

Strategies for Branding | 2021 Spring

IN ST R U CTO R

01

O BJ ECTI VE

PR OJ E CT

COU RSE

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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

|

SLEEPBOX


08 01

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FIN AL LO G O

BRAN D CO LO RS

PMS 123 C

PMS 123 C

PMS 123 C

PMS 123 C

RGB 242 179 38

RGB 242 179 38

RGB 242 179 38

RGB 242 179 38

CMYK 5 30 85 0 HEX #f2b326

CMYK 5 30 85 0 HEX #f2b326

CMYK 5 30 85 0 HEX #f2b326

CMYK 5 30 85 0 HEX #f2b326

FON TS

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A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j kl m n o p q r s t u v w x y z 1234567890 Quicksand


E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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E V E R Y T H I N G M AT T E R S

K AT E G U O , B FA

P R OJ E CT 0 6

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SLEEPBOX


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K AT E G U O , B FA

P R OJ E CT 0 7

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AVENIR NEXT CARD SETS

A TIME FOR FONTS WITH A HUMAN TOUCH

E V E R Y T H I N G M AT T E R S


06

artists and design professionals.

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posed together to enhance its transparency and make the whole set of cards look unique.

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The concept of this set of cards is multi-layer overlapping. I used multiple elements superim-

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introduce information and show the way to use it. The specific target audiences are

Typography

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Design a pack of card sets of a chosen typeface. The main goal of this project is to

John Nettleton

CATEG ORI ES

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AP P R OAC H

Avenir Next Card Sets

Typography 2 | 2019 Fall

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IF YOU WANT TO FIND A GREAT CO OK

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appetizing orange as the main color of my app.

different problems that I encountered. Since I am making a food-related app, I chose to use a very

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relevant questionnaires from 15 people. After that, I made several annotated wireframes to solve

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prototype showing the functionality of the app and user experience.

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During the research, I was fortunate to interview three people and collected the answers to the

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mobile application. We were tasked with designing the user interface of the app, then creating a

UI/UX Design

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The project was to identify a problem in the world, then come up with a design solution through a

Phil Hamlett

CAT EG ORI ES

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AP P R OAC H

My Chef App

Graphic Design 3 | 2020 Fall

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FIN AL LO G O

BRAN D CO LO RS

PMS 154 C

PMS 130 C

PMS 134 C

PMS 7506 C

RGB 185 119 41

RGB 241 171 60

RGB 248 209 132

RGB 252 239 220

CMYK 24 54 89 15 HEX #a56418

CMYK 8 38 82 1 HEX #e89d2d

CMYK 7 21 56 0 HEX #edc970

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A B C D E F G HIJ K L M N OP QR ST U V W X Y Z abc d ef g h ijklmn o p q rs t u vw x yz 1 2 3 4 567890 Arial Rounded MT Bold


The problem I identified was something I had a personal connection with. As someone who does not like cooking, I want to find a good way to skip cooking myself without spending too much money. After conducting research and interviews, I found that many people had similar needs, but for different reasons.

There are many people who too busy or lazy to cook, especially in the city. Or some people may not be a good cook,

E V E R Y T H I N G M AT T E R S

P ROBL EM

so they would rather someone else do the cooking. The ready-to-eat pasta company Artisola commissioned its State of Home Cooking Survey, which found that only 27% of Americans actually get behind a stove to cook every day.

SOLUTION I decided to create an app that lets people hire a private cook to make their meals in their home for a reasonable cost. The app allows them to save time and energy and enjoy a tasty meal in the privacy of their own home.

TARGET U SE RS •

People who don't have time to cook

People who are not good at cooking

• •

People who are too lazy to cook

K AT E G U O , B FA

People who don't like to eat outside People who don't like cooking

COMPE TI TI V E AU D I T

eat, shop, drink, explore, and relax.

Finding restaurants Order Delivery

Order Take out

• •

Professional Chef Only Not Cheap

MY CHEF APP

hire a Professional Chef.

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A mobile marketplace allowing you to connect with and

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EVERYTHING MATTERS LO GO COLLECTION

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Thank You TO MY FAM I LY

TO M Y IN ST R U CTO R S

Mom, dad, thank you for always giving me such a loving

Mary Scott, thank you for pushing and guiding me to

encourages me to pursue my dream.

ways telling the truth, especially when my design doesn't

and supportive family that respects my decisions and

build up a portfolio that I'll be proud of. Thank you for alwork. I'm grateful for having had the chance to work with you to make this portfolio possible.

TO MY CL A SSMATE S

Thomas McNulty, thank you for your patience and ded-

Heather Tang, Sissi Chen, thank you for always sharing

ication to every student. Thank you very much for that

ing and caring about me. I have always appreciated your

you for your affirmation of my work. I am very honored to

design resources with me. And thank you for encourag-

call you made when I was disappointed in myself. Thank

design ability. I wish you all the best.

have you as my instructor.

Phil Hamlett, thank you for being our department director

TO MY HOST DA D Doug Offenhartz, thank you for your unconditional

support over the past few years. And thank you for your company and care when I feel helpless.

and my instructor that always inspires me to develop

my ideas, guide me to improve my work and give me

valuable advice for a successful career. And thank you for being so friendly and approachable.

Hunter Wimmer, thank you for being so patient when

I was completely lost for the first half of the semester. I have learned a lot from your class, especially how to overcome things when I feel hopeless.


PRINTIN G & BIN D IN G Blurb

PA PER STOCK Premium Matte uncoated 100#

TYPEFACE Avenir Next NewYork

PHOTO GRAP HY Unsplash.com

S C H OOL Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA 94105

CONTACT kateguoxiaoli@gmail.com katezgdl@163.com





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