Hangcheng (Kevin) Xu 2020 Portfolio

DESIGN PORTFOLIO

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2016—2019

REALITY AND_DREAM

+ SELECTED WORKS OF KEVIN_XU HANGCHENG

DESIGN PORTFOLIO 2016—2019

REALITY AND_DREAM

+ SELECTED WORKS OF KEVIN_XU HANGCHENG

RE A LIT Y_ AN D D RE AM PG 002

All rights reserved. No portion of this publication may be reproduced without the permission of the copyright holder.

Copyright © 2020 by Kevin_Xu Hangcheng

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T HE P ER CE PT IO N

TO_MY FAMILY//

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THE// PERCEPTION

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T HE P ER CE PT IO N

Assuming the creative side of the design is the first thought or dream of the final result. Problem solving is a way to make that dream a reality.

The challenge every designer faces is to balance between the dream and reality. Every day, I walk between these two worlds, and I am constantly finding the middle ground.

PUSHING THE BOUNDARY

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PROJECT 06

THE SKY IS NOT THE LIMIT

079 —103

RE A LIT Y_ AN D D RE AM

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SEQUENCES//

PROJECT 03

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TABLE OF C ONT ENT

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PROJECT 08

GREEN IS THE NEW LIFESTYLE

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PROJECT 07

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PROJECT 04

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PROJECT 01

066— 077

THIS IS IT

020 — 031

CENTURIES OF GENES

A BOX OF JOY

WE LIVE IN CYBERSPACE

PROJECT 05

A PORTAL TO ADORED BANDS

PROJECT 02

RE A LIT Y_ AN D D RE AM PG 00 8

A_PORTAL TO_YOUR BANDS//

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PROJECT

MUSIFY

TERM SPRING 2017

KEYWORDS Active/Energetic Joyful/Unified

INSTRUCTOR Shadi KashefiZadeh

01 OF 08//

COURSE UI/UX Design

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OBJECTIVE

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MU S IFY

Design an app for the iPhone. Choose a subject, write a design brief, and survey and interview potential users. Then, create an information structure and wireframe, and conduct user-testing to refine the app into the final design.

APPROACH

Everyone loves music. It is the medium without any boundaries.

It can overcome any obstacles and language barriers. It is also a powerful tool which can bring people together to share and connect with each other over the music they love. I believe music can unify all of us to make the world a better place.

That’s the design purpose of the Musify. Vibrant duotone colors are used to attract millennials with a sense of joy and fun. The function of the app is tailored for fluidity and simplicity.

COLORS

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RE A LIT Y_ AN D D RE AM PG 01 0 S E LECTED WORKS OF KEVIN_XU HANGCHENG

Back

Log In

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Create Account

Photo Library

Upload

Jason@gmail.com

Email Password

Sign In

Confirm

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Exit

Facebook Forgot Password

Los Angeles

City Events

Favorite Music

+ Sync Library

Search

THURSDAY 9 JUN 2017 U2 @ 09:00 PM Levi’s Stadium Santa Clara, CA

A Atlanta, GA

01

Austin, TX Alemeda, CA

SATURDAY 8 APR 2017

Allston, MA

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The XX @ 08:00 PM Masonic Theater Los Angeles, CA

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B

FRIDAY 9 MAY 2017

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E40 @ 10:00 PM Encore Auditorium Santa Monica, CA

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TUESDAY 13 APR 2017

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Ray J @ 07:00 PM Sky Theater Passadena, CA

Apple Music

07

Spotify

SUNDAY 20 MAY 2017

Event

Music

Recommend

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DJ Trap @ 06:00 PM

QQ Music Setting

Event

Favorite Music

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Favorite Music

Setting

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Syncing...

MU S IFY

Back Try Chain Reunion Unfold Apple Music Spotify QQ Music Event

Music

Recommend

Setting

Event

Music

Recommend

Setting

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MU SI FY

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MUS I FY

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AR T IFI C IAL INT E LLI G ENC E

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Musify

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MU SI FY

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WE_LIVE IN_CYBERSPACE//

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PROJECT

ARTIFICIAL INTELLIGENCE

TERM FALL 2017

KEYWORDS Technology Autonomic

INSTRUCTOR Megumi Kiyama

02 OF 08//

COURSE VISUAL SYSTEM 1

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AR T IFI C IAL INT E LLI G ENC E

Choose a subject from TED talks, and create a cohesive system to promote that idea. Create campaign materials to reinforce the concept further. Deliverables include a booklet, websites,

APPROACH

The rise of A.I. has arrived in our lives at an astonishing speed. As we get out of bed, we can control the light in the room with a word, and unlock our smartphone with a touch of a finger. What’s next? The visual language of this booklet incorporates 3D movie effects to show our technological advancement and a future we have yet to explore.

COLORS

(Kevin) Hangcheng Xu

RE A LIT Y_ AN D D RE AM PG 022

Visual System: Project 2

Moodboard Refinement 1

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AR T IFI C IAL INT E LLI G ENC E

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AR T IFI C IAL INT E LLI G ENC E

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AR T IFI C IAL INT E LLI G ENC E

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AR T IFI C IAL INT E LLI G ENC E

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PUSHING THE_BOUNDARY//

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PROJECT

EXHIBITION CAMPAIGN

TERM FALL 2016

KEYWORDS Illustion/Spatial Matrix/Tectonic

INSTRUCTOR John_ Nettleton

03 OF 08//

COURSE Graphic Design 2

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EXH I BIT I ON C AMP A IGN

Create promotional materials for an art exhibiton. Enhance the visual experience in order to impact how the message is delivered to the appropriate audience. Deliverables include a brochure, a website, a wayfinding, and a banner.

APPROACH

One characteristic of Jean Nouvel’s design is a tectonic shift.

The shapes of the patio are in and out. It is quite an eyecatching that his architecture blends with its surroundings, it also still stands out at the same time. So, the poster design for his campaign should be an attention grabber from a distance with colors and the way of juxtaposed different design elements.

COLORS

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E XHIBI T ION C AMPAIGN

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E X HIB I TIO N C AM PA IG N

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E X HIB I TIO N CA M PAI G N

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E X HIB I TIO N CA M PAI G N

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EXH I BIT I ON C AMP A IGN

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A_PACK OF_JOY//

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PROJECT

JUICED WINE

TERM Spring 2018

KEYWORDS Honest Fun Outgoing

INSTRUCTOR Thomas McNulty

04 OF 08//

COURSE Package Design 03 //

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J UI CE D WI NE

Design for Trinchero Family Estates to create alternative wine packaging that is innovative and sophisticated, that’s focused on user experience and highlights the quality of the brand.

Deliverables include a boxed wine and a final presentation.

APPROACH

COLORS

Four graphic designers and one industrial designer, we team up to produce a final product in a limited time. Through numerous sketches, we decided on a revolutionary structure, the “rocker” that is not only easy to carry but also attracts younger audiences with its unique shape. Colors mean to provoke appetite, and illustration style is inspired by the wine tour of assembly line visit.

TEAM MEMBERS John Nelson/Kevin Xu Briana Van Koll Kurt Poo/Melissa Ho

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DRE AM AND RE AL I T Y PG 00 048 PG 8

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J UI CE D WI NE

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J U ICE D W IN E

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JU IC ED W IN E

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UICED INSPIRATION

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3_trinchero winery_alternative wine packaging Alternative_Wine_ Packaging

The A-Team

INSTRUCTOR_Thomas McNulty

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JU IC ED W IN E

phase 04_juiced_ins

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J U ICE D WI N E

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CENTURIES OF_GENES//

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PROJECT

TRACING ROOTS

TERM Spring 2017

KEYWORDS Connection Scientific

INSTRUCTOR Ariel Grey

05 OF 08 //

COURSE Typography 03//

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T R ACI N G R O OTS

Create a well-designed type-based book on a scientific topic that showcases skills that includes detailed research, understanding of typography, layout design, and imagery communications that can express the concept visually.

APPROACH

Humans evolved mostly from Homosapiens. Now, with the rise of the DNA test, we can get insights about our heritage, and discover our true origins. We could learn that some of our origins overlap with others, and find that we are all from the same ancestor. The use of colors in this design are based on the DNA science.

COLORS

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T R ACI N G R O OTS

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TR AC IN G RO OT S

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DREAM & REALIT Y

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We are

We Have The Same connection

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TR A CIN G RO O TS

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TR A CIN G RO O TS

RE A LIT Y_ AN D D RE AM PG 07 8

THE_SKY// IS_NOT THE_LIMIT

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PROJECT

PAN AM REBRANDING

TERM Spring 2018

KEYWORDS Innovation Smooth Trustworthy

INSTRUCTOR Thomas McNulty

06 OF 08//

COURSE Brand Identity 02//

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PA N A M REB R A N DIN G

Conduct research to uncover the core values of the chosen brand, which can be leveraged to create new opportunities. Design identity systems and traditional digital media for a defunct airline.

Deliverables include brand guidelines, wearables, a banner, and poster. a

APPROACH

Pan Am was the most popular airline company in the 60s. The goal of the project is to revive the brand and infuse it into new vitality to compete with others on the market. The campaign is focused on millennials and to simplify the check-in process. A blue color palette gives the brand a more appealing look. The new services provide enjoyable in-flight experiences.

COLORS

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PA N AM REB R AND I NG

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PAN AM REBR ANDING

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PAN A M R EBR A NDI N G

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P A N A M RE B RAN D ING

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P A N AM RE B RAN D ING

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SECTION 3.0 STATIONERIES

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3.4

LETTERHEAD

1.71”

0.39”

Pan American World Airways

5000 Northwest 36th Street Miami FL, 33166, United States

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0.36”

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The Letterhead has been designed to convey a clean and professional look. This design can be adapted for use with personal information. The overall size of the business card is 8.5 inches wide x 11 inches high.

Tel: 305 874 6000 Int:+1 305-874-6000 Web: panam.com

Mr. Albert Mason 29 Bains Street Los Angeles, CA 91342

Dear Mr. Mason, I was recently named the president and CEO of Pan American World Airways and would like to take a few moments of your time to introduce myself to you, our valued customer.

I am excit ed about the incredible opportunity that the Pan Am team has to improve the travel experience essential to the vitality of global business and to the personal lives of millions of people.

I want us to be your first choice for every trip you take, and we will put in the work needed to get there. This goal can be achieved by delivering on one thing that I believe are critical to any successful business.

We must focus on our customers. Getting you to your destination, on schedule, can make or break your ability to succeed in a work endeavor or to hug a family member at an important moment. If our performance has not met your expectations, I want you to know I’m committed to learning how to better meet your needs and desires.

PAN A M REB R AND I NG

August 21, 2018

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P AN A M RE BR AN DI NG

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PAN A M R EBR A NDI N G

RE A LIT Y_ AN D D RE AM PG 10 4

THIS IS_IT//

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PROJECT

FINDING OUR NEW HOME

TERM FALL 2018

KEYWORDS Pollution Planet

INSTRUCTOR Megumi Kiyama

07 OF 08 //

COURSE Visual System 02

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F I NDI N G OU R NE W H OM E

Choose a subject from TED talks, and create a cohesive system to promote the idea with a unique concept. Create campaign materials to enhance the concept further. Deliverables include a booklet, a website, and social media.

APPROACH

The melting of the icebergs in the North Pole, the rise of the sea levels that threaten cities throughout the world, and climate changes that cause bizarre weather are all reflections of global warming. It is going to affect humanity in the long run.

It already is. Although we are trying to seek another habitable planet by exploring outer space, no one knows when that could happen; it can take years, even millennia. For now, the blue planet called Earth is all we have.

COLORS

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FIN D ING OU R N EW H OME

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F I NDI N G OU R NE W H OM E

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I Gaze Upon

Used To

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Stars

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FI N DIN G OU R N EW H OM E

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FIN D ING OU R N E W H OME

RE A LIT Y_ AN D D RE AM PG 11 8

Are You Ready To Take Off From Earth ?

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From Home

Space Travel

Planet Candidates

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Need Assistance

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Purchase Tickets

Search For Help

Future Events

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Contacts

About Us

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GREEN_IS// THE_NEW LIFESTYLE

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PROJECT

A CANNABIS BRAND

TERM Fall 2018

KEYWORDS Healthy Clean Creative

INSTRUCTOR Thomas McNulty

08 OF 08//

COURSE Package Design 04//

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PG 121

A CA NN AB IS B RA ND

Develop a brand matrix, sub-brand system and effective line extensions for packaging products. Create compelling and engaging packaging through the use of various package templates, materials, typographic sensitivity, hierarchy, photography and comprehensive prototyping on products.

APPROACH

COLORS

WE is a brand focused on bringing the benefits of cannabis products to the public. Three different sub-brands provide for different needs. Restore is a brand targeting individuals who don’t have any experience yet in the cannabis world. Restore sells beverages, cosmetics, and general hemp-made household goods. Fabrica is an all-hemp, home & garden brand. The last sub-brand is Layer. It is dedicated to creative individuals, providing them with hemp-made art supplies and cannabis.

TEAM MEMBERS Ashley Frohlking Hankai Yen Jonathan Duong

S E LECTED WORKS OF KEVIN_XU HANGCHENG

Main Brand

Sub Brands

PG 12 2

C A N N A BI S GEN ERAL GO ART S U PPLI DAIRY&DRINKS

ART SUPPLIES SUPPLEMENTS

Ice Cream Milk Butter Water Flavored Drinks Tea

Paints VITAMINS Paint Brushes Craft Paper COSMETICS Canvas’s Sketch Books Lotion

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ART SUP P LIE S & C ANNAB

SUPPLIES ART SUPPLIES

Toilet PaintsPapers Paper Plates Paint Brushes Craft Paper Thermos Canvas’s Rag (Cleaning) Sketch Books Tupperware

Soap Shampoo / Conditioner Shaving Cream DRINKS FLOWERS

Soda Sativa Beer Indica Wine Hybrid

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ACCESSORIES

Soda Beer

Vape Pen Volcanos

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Blankets Pillow Cases Sheets Rugs Lampshades (Variety) Aprons Portable Utensil Flatware (Carrying Case) Kitchen Towels Regular Towels Wash Cloths Hemp Accents (Balls) Curtains Hemp Coasters Hemp toilet roll holder (rope) Basket Tooth Brush Soap Tray

Shovel Hand Trowel Bucket Pots Shears 2 Prong Weeder Utility Gloves Hoe Kneeling Cushion Cultivator Rake Hammer Scoop Water Spout Garden Tool Set

A CAN N ABI S BR A ND

GARDENING PRODUCTS

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LOG O FOL I O

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THANK YOU//

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TO MY FAMILY

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T HA NK Y OU

Big thanks to my Mom and Dad. Special thanks to my wife for emotional support through the diffcult time.

TO INSTRUCTORS

Through you guidance I have learned that I can achieve anything when I push myself. For that, thanks To Mary Scott, John Nettleton, Megumi Kiyama, Thomas MacNaulty, Shadi KashefiZadeh, Ariel Grey, Bob Slote, Scot Crisp.

TO MY FRIENDS

Thanks for inspiring me and giving me advices. For that, Thanks to Zhen(Jimmy) Li, James, Chris Chen, and all of the team members that I have worked with.

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COLOPHON//

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T YPEFACE

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CONTACT

Basier Circle Mono Akkurat Mono

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+1 (415) 426-9138 kevinxu799@gmail.com kevinxudesigns.com

SCHOOL

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BINDING

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The Key Bindery

Academy of Art University School of Graphic Design

MATERIAL

Black Silk Touch PHOTOGRAPHY

Seraphila Tian

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+1 (415) 426-9138

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kevinxu799@gmail.com

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kevinxudesigns.com

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