Teng Yu (Lennox) Liu / DESIGN W/ PURPOSE

> PORTFOLIO

> DESIG N ER

> SCH O O L

To design w/ purpose is to consider what you want to convey and whom you are communicating with.

Teng Yu (Lennox) Liu Master of Arts Academy of Art University School of Graphic Design

2020–23

> PORTFOLIO

> DESIG N ER

> SCH O O L

To design w/ purpose is to consider what you want to convey and whom you are communicating with.

Teng Yu (Lennox) Liu Master of Arts Academy of Art University School of Graphic Design

2020-23

> T E N G Y U (L E N N O X) LIU

> D E SIG N W/ P U R P O S E

PREFACE

> PART 1

A good designer is often called a “good visual communicator.” On the other hand, great design serves great purposes. I used to believe good designs are all about aesthetics, beauty and decorations. However, I discovered that is not quite correct.

00/00

> 2 0 2 0 –2 0 2 3 S E L E C T E D W O R K

> PART 2

> P R E FA C E

Design is a process of consideration in which designers can organize thoughts in a more cohesive and consistent manner. It includes purpose, function, solution, culture, and aesthetics which convey meaningful and succinct messages to a target audience.

> T E N G Y U (L E N N O X) LIU

> D E SIG N W/ P U R P O S E

TABLE OF CONTENTS

> P. 6–25 > H&M GROUP

01/09

> P. 74–91 > MATRIX 4

04/09

> P. 26–47 > SEA & SMOKE

02/09

> P. 92–107 > DUNE

05/09

> P. 48–73 > AIRWALK

03/09

> P. 108–135 > FitUr

06/09

00/09

> 2 0 2 0 –2 0 2 3 S E L E C T E D W O R K

07/09

> P. 162–181 > PATAGONIA NEAT

08/09

> P. 182–195 > ENTER THE VOID

09/09

> TA B L E O F C O N T E N T S

> P. 136–161 > ARENA INFORM

> T E N G Y U (L E N N O X) LIU

> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS

To design a CSR report for a company that has set a goal of recycling 15% of wastewater from production processes by 2030.

H&M Group

Course: Type Systems Instructor: John Nettleton

01/09

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS & CHARITY BURGGR A AF

To design a coffee table book and catch people's eyes by integrating strong visual imageries, negative spaces and aesthetic typesettings.

Sea & Smoke

Course: Type Composition Instructor: John Nettleton

02/09

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> T E N G Y U (L E N N O X) LIU

> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS & LEN NOX

To conceive a new mission with promising strategies in order to turn over a new page and add new life to a nearly obsolete brand.

Airwalk

Course: Nature of Identity Instructor: Hunter Wimmer

03/09

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> LETTER A The letter “A” stands for the brand name of Airwalk itself. > P R O J E C T 0 3: A I R W A L K

> INVISIBLE STAR Stars—huge celestial bodies which represent infinite possibilities from outer space. It denotes that we put our effort into opening a new page and giving new possibilities for this brand.

> UPRIGHT ARROW + TRAIL The upright arrow and the shape of the trail indicate that we push our limits to pave the way for helping Airwalk move forward in this innovative and everchanging community.

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1/2 X

X indicator

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS & LEN NOX

To create a motion video piece for a title sequence trailer that can express the theme and the concept of the movie Matrix 4.

Matrix 4

Course: Motion Graphic & Video Instructor: Frank Pietronigro

04/09

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> I M A G E B Y C H I A B E L L A J A M E S, TA N YA L A P O I N T E & L E N N O X

To create a motion video piece for a book about the movie Dune, evoking all the attributes of the film's elaborate processes.

Dune

Course: Motion Graphic & Video Instructor: Frank Pietronigro

05/09

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS

To design an app that provides efficient workout tutorials along with healthy diet suggestions for people with busy lifestyles.

FitUr

Course: Nature of Interaction Instructor: Phil Hamlett

06/09

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> THERE ARE 3 TASKS WE FOCUS ON IN THIS APP: Task1: To make an efficient workout schedule monthly.

Task2: To follow daily workout tutorial.

Task3: To track daily diet.

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> Task1: To make an efficient workout schedule monthly.

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> Task2: To follow daily workout tutorial.

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> Task3: To track daily diet.

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS

To create a new brand of skin care products as a brand extension for Arena, a well-known swimmer's line for water sports enthusiasts.

Arena Inform

Course: Packaging Design 03 Instructor: Thomas McNulty

07/09

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY STOCK PHOTOS

To create a new line of sustainable and eco-friendly cleaning products for Patagonia, a brand extension for climate-conscious people.

Patagonia Neat

Course: Packaging Design 03 Instructor: Thomas McNulty

08/09

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> PURPOSE

> PROJEC T

> DETAILS

> D E SIG N W/ P U R P O S E

> IMAGE BY LEN NOX

To create a series of movie posters by exploring the form and the structure of Akzidenz Grotesk with proper materials and media.

Enter the Void

Course: Type Experiments Instructor: David Hake

09/09

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I’M GRATEFUL TO THEM

> FA MILY

> FRIENDS

> CO-W O R KERS

Mom, dad, younger brother, grandpa, grandma, cousins, relatives and Brooke’s family.

Brooke, John, Daniel, Anne, Anita, Wang Z, Eason Lu, Mario, Maddie, Justin, Bryan, Chris, Brendan Gin, Carlos, and Vincent.

The company of IcueMotion, and Bérénice Mettler.

00/23

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> INSTRU C TO RS

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Koyama Lee, Mindy, Mia, Jing Jing, Charles, Nimisha, Maggie, Amy, Ruby, Yu Liu, Heather Tang, and Julio.

> I’ M G R AT E F U L T O T H E M

> CL ASSM ATES

Mary Scott, John Nettleton, Hunter Wimmer, William Culpepper, Jeremy Stout, Phil Hamlett, Erin Canoy, Frank Pietronigro, David Hake, Thomas McNulty, and Sandra Isla.

COLOPHON

> CO N TAC T

Designer: Teng Yu (Lennox) Liu Website: lennoxliustudio.com Instagram: lennoxliu.design E-mail: qq1230057@gmail.com

> DETAILS

Book Tilte: Design w/ purpose

> SCH O O L

Academy of Art University Master of Arts School of Graphic Design

> INSTRU C TO R

Mary Scott 2023 Fall MA Portfolio Seminar

> T YPEFACES

Roboto Mono Inconsolata

> TEXT STO CK

Mohawk Superfine Eggshell #100 Text

> PU BLISH ER

Blurb

> CO PYRIG HT © 2023 TEN G Y U (LEN N OX) LIU All rights reserved. No part of this publication may be reproduced, stored in a retieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording, or otherwise without permission from the Lennox.

> CONTACT

lennoxliustudio.com