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CHAPTER 01

CHAPTER 02

B LE N D I N G W I T H N AT U R E

I N T E R LO C K I N G M YS T E RY

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Sharp.

Aggregate.

CHAPTER 06

CHAPTER 07

R E V E A L T H E U N K N OW N

TIE


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CHAPTER 03

CHAPTER 04

CHAPTER 05

T H E TA B LE S T U R N

C O N C E P T UA L G A P

W I LD D O N E

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Flowing.

Porous.

Metamorphic.

CHAPTER 08

CHAPTER 09

THESIS

P O W E R O F M OV E M E N T

MIDNIGHT SINGER

W I LD TA B LE


Intro.

Growing up beside the Yellow River, the most fun I ever had as a child was digging up unique rocks in the riverbank. The shapes, the patterns, the formations, even how rocks looks different when they are wet or dry, all factors about rocks are fascinating to me till this day. The relationship between design and me is exactly like how I loved my childhood little river mining game. The more I immerse myself into design, the greater I feel the gravitation from it. The intriguing process of mining is to shorten the distance between the possible ore and me. I apply that to design, digging in and breaking down problems, then interpreting ideas in a comprehensive and pleasant solution. In this way, I am mining in design.


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CHAPTER 01 B LE N D I N G W I T H N AT U R E

Poster series for architecture design exhibitions

T Y P E FAC E 01 | Forza 02 | Wood-made type is Inspired by Forza

COURSE NAME Type Experiments I N S T R U C TO R Kathrin Blatter

SEMESTER Fall 2014

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BLE NDING WITH NATURE

Sometimes standing out can be less than outstanding, while blending in can compliment and enhance distinctive structures. The Architecture Blends with Nature is an exhibit series that could take place to expend the horizon of architecture design. Three sections would be presented: Architecture Under the Earth, Architecture Below the Water, and last,

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Architecture Amid the Woods.


AWA R D S

Creative Quarterly 39 Winner Creative Quarterly 100 Best Annual 2015 2015 Top 25 Graphic Design

ORIGIN

The project at hand was to create a series of posters to promote

Poster series for

architecture design exhibition. The theme of the exhibition

architecture design

was about architecture in harmony with the nature. To showcase

exhibitions

the characteristics of each section, typography needed to be used for presenting the structure. T Y P E FAC E 01 | Forza PAT H

I planed to use different materials to craft out the key words.

02 | Wood-made type

First, I brainstormed and tried a lot of different materials and

is Inspired by Forza

approaches to express the theme, such as glass, wood, craft broad, and thick books. Then I started expriments. For the Under the Earth poster, I started from gluing paperboard into layers as staircase underneath a word knocked out from a board. For the Amid the Wood poster, I had an idea about building wood fragments and taking a shot at a certain angle to compose the word. But the word showed out too neat to distinguish layers. Then I tried revising the way I build the fragment, and show the word as shadows. For the Below the Water poster, I cut a thick book into layers. Finally, I chose to unify all three posters by using balsa wood.

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CHAPTER 02 I N T E R LO C K I N G M YS T E RY

Book cover design for the Note Book Trilogy by Agota Kristof

T Y P E FAC E 01 | Futura 02 | Hand written type

COURSE NAME Type Compositions I N S T R U C TO R Andrew Loesel

SEMESTER Fall 2013

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Dark, explicit, intricate, unspeakable horrors are PRINT

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INTE RLOCKING MYSTE RY

taking place in a small town. A notebook reveals two primitive twin brothers’ dysfunctional lives and the townspeople’s secrets. In the sequels, all the fragments of writing come together; readers

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go through one after another thrill…


ORIGIN

Reading the Note Book Trilogy was an experience of

Book cover design for

immersing into gloomy curiosity and solving the turning

the Note Book Trilogy by

puzzle. I was intrigued by the author's approach to

Agota Kristof

hiding all the clues in documents, so I decided to reflect on this idea and create book covers for the trilogy. T Y P E FAC E 01 | Futura PAT H

For the first novel The Note Book, I used handwriting to

02 | Hand written type

copy content from the notebook element in the plot, and crossed out words to leave only the book title, author's name, and the publisher. For The Second Proof, I created an overlay of handwriting and knocked out the book title from that. For The Third Lie, I tore paper into the shape of the book title and revealed words from the paper beneath it. I used paper texture and stains to create a gloomy atmosphere for all three book covers.

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Agota Kristof (October 30, 1935 – July 27, 2011) was a Hungarian writer who lived in Switzerland and wrote in French. Kristof received the European prize for French literature for The Notebook.


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CHAPTER 03 T H E TA B LE S T U R N

Unruly hooligans stir up the underworld in Guy Ritchie’s films

T Y P E FAC E 01 | Trade Gothic

COURSE NAME Integrated Communications I N S T R U C TO R Christopher Morlan

SEMESTER Spring 2015

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THE TABLES TURN

Improbable odds, convoluted stories, pithy dialogue, stylized violence, and an adrenaline rush — that’s what you’re going to experience in Guy Ritchie’s hyperactive heist films. The Tables Turn features Ritchie’s best crime films, and limited edition collections — you’ll have an unforgettable time!


CONTENT

Catalog Book Film Tickets dvd Collection Collection Products Websit Advertisements

ORIGIN

Guy Ritchie is a British filmmaker known for crime films. This

Unruly hooligans stir

film festival would be the first film festival to introduce Guy

up the underworld in

Ritchie’s early crime movies to American audiences who might

Guy Ritchie’s films

initially be impressed by his two Sherlock Holmes movies. The audience for this festival would be young adults who like the idea of brawling and looking for an adrenaline rush. They are a bit of

T Y P E FAC E

restless and impulsive. They might enjoy taking part in chaotic

01 | Trade Gothic

or disorganized situations, or at least like to see such mayhem.

PAT H

By watching Guy Ritchie's feature films many times and immersing myself in the background music, I listed many key words and thoughts I came up with. Then I worked out a common storyline that appeared in nearly all Richie's crime films as my working principle: Up against chaotic incidents and small odds, underdogs challenge people who run the underworld to try to better their lot. In a frenzy, the dominating powers fall because of random disruptions, while underdogs laugh off their defeats, out of trouble for the time being. After that, "The Tables Turn" stood out from around thirty title choices. "Turn" became the visual solution and the core idea to make products. Inspired by graffitis from the film Snatch, I used illustration to express the violence and the humorous. Later on, illustrated portraits became important elements of infographics to introduce the intricate stories.

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BRITISH FILM DIRECTOR

GUY RITCHIE


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FISSURE D. CONCEPTUAL GAP

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CHAPTER 04 C O N C E P T UA L G A P

An iPad brochure on the Linguistic Relativity Hypothesis

T Y P E FAC E 01 | Ideal Sans 02 | Mercury

COURSE NAME Type Experiments I N S T R U C TO R Kathrin Blatter

SEMESTER Fall 2014

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04 CONCEPTUAL GAP

FISSURE D. C AT E G O R Y

D I G I TA L M E D I A

CONCE PTUAL GAP

Do you have trouble saving money? Well, you can blame your language. It’s possible that Languages with more tenses make their speakers worse at saving money. I'm not talking nonsense—researchers call it Linguistic Relativity Hypothesis, which suggests the structure of a language affects its speakers’ cognition. Check out this iPad brochure

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and see what else the theory says.


ORIGIN

I read that there are only two pronunciations for the

An iPad brochure on

people around the world to indicate "tea"—"te" and "cha".

the Linguistic Relativity

I thought that was very interesting so I did research

Hypothesis

about the etymology of tea. Then the term "Linguistic Relativity" appeared and I read about that interesting phenomenon. I'd like to share the idea, but existing

T Y P E FAC E

information was either too dry or poorly categorized.

01 | Ideal Sans

So, I decided to make an iPad brochure that showcased

02 | Mercury

the information about linguistic relativity in a friendly way with infographics and examples.

PAT H

Knowing how blind I was when I started to research the topic, I decided to use human's senses such as "hearing", "talking", "seeing" and "thinking" to name and distinguish each chapter. I used anatomy illustrations as the visual solution, and color coated each chapter. I also designed small interactive games and visualized data to engage reader. Ideally, the sound would be integrated so the reader can actually hear voices when needed. Hope everyone enjoys the fun of linguistic relativity as I do.

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WILD DONE

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CHAPTER 05 W I LD D O N E

An APP marketplace provides access to safe and delicious edible invasive species

T Y P E FAC E 01 | Tungsten 02 | Gotham narrow

COURSE NAME Nature of Interaction I N S T R U C TO R Anne Kitzmiller

SEMESTER Spring 2015

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T R A N S P A R E N T. C AT E G O R Y

D I G I TA L M E D I A | I D E N T I T Y

WILD DONE

Broiled tiger prawn, lionfish escabeche with avocado, and Shredded wild boar burger. Sounds yummy? They truly are, and by eating these dishes you are doing great things to our planet because these ingredients come from species that invasive to America. There are many other edible invasive species, use the app Wild Done to get access to these delicious ingredients and a welcoming community that

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supports you to go wilder.


ORIGIN

Invasive species is everywhere in America, and there are

An APP marketplace

many edible ones haven't been developed as food source yet.

provides access to

As a harmless solution to eliminate a number of invasive

safe and delicious edible

species, a marketplace and community are needed for the

invasive species

public to get access to edible invasive species. T Y P E FAC E PAT H

To create a welcoming image of foods that Americans are

01 | Tungsten

not familiar with, I chose to use bright colors to make users

02 | Gotham narrow

more appetite. To make users feel greet about environmental friendly live style, I designed to insert a function that showed how many footprints a customer saved every time a purchase was made. To fulfill the demand of the vegan customer and other special needs, an efficient filter was added to control the whole program. The app is separated into five sections including dashboard, market, recipe, friend and setting.

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S H A R P. REVEAL THE UNKNOWN

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CHAPTER 06 R E V E A L T H E U N K N OW N

Rebrand nasa to push the boundaries of human imagination and the quality of life for humankind

T Y P E FAC E 01 | Prometo

COURSE NAME Nature of Identity I N S T R U C TO R Hunter Wimmer

SEMESTER Fall 2015

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REVEAL THE UNKNOWN P R I N T | I D E N T I T Y | D I G I TA L M E D I A

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RE VE AL THE UNKNOWN

To drive national ambitions, scientific and technologIcal achievement, and human interest, nasa conducts its work in Aeronautics, Human Exploration and Operation, Science, and Space Technology for the benefit of humankind. The mission is to push the boundaries of human imagination in order to foster explorers and ultimately improve the quality of life for humankind.


ORIGIN

nasa, the National Aeronautics and Space Administration,

Rebrand nasa to push

was established during the United States’ space race with the

the boundaries of

Soviet Union. Nowadays, nasa needs a new direction and

human imagination

identity to restate its role as the leader in cutting-edge

and the quality of life

scientific fields.

PAT H

for humankind

For this project, I rebranded nasa to look towards the

T Y P E FAC E

future. The new logo uses letters with their strokes pointing

01 | Prometo

up and down to show nasa’s push towards exploration. The new visual system is more dynamic and adds the mystery of unknown by using neon color on dark backgrounds. C AT E G O RY


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TIE

A G G R E G AT E .

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Aggregate.

CHAPTER 07 TIE

An app for users to request or serve customized private services

T Y P E FAC E 01 | Forza

COURSE NAME Digital Design Studio I N S T R U C TO R Bob Slote

SEMESTER Spring 2014

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TIE

Need a ride? Use Uber. Hungry? Use Yelp. But what if you need to pick up a file that will cost you valuable time, or you need someone to help you buy a costumed skateboard? Use Tie! Tie is a service network that connects users to each other for services.


ORIGIN

PAT H

One day, I locked myself out of my apartment. I was in pajamas

An app for users to

with only a phone in my hand. My roommate was not able to

request or serve

leave his job for another four hours, then I started to picture an

customized private

app that can bring my roommate's key to my door.

services

I started listing out functions and arranging them into catego-

T Y P E FAC E

ries, and worked out a flowchart. This led to quickly making

01 | Forza

wireframes with the direction of the flowchart, and conducting a user test. This step was to correct all the problems found in the user test and then use connected dots as graphic elements to design the key screens. After several times walking through the app draft, I fixed every bug and added details, and finally, the prototype was complete.

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TIE

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A G G R E G AT E .

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A G G R E G AT E .

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A G G R E G AT E .

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FLOWI NG. M OT I O N G R A P H I C

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Flowing.

CHAPTER 08 P O W E R O F M OV E M E N T

Three motion graphics on diverse subjects

T Y P E FAC E 0 1 | Akzidenz Grotesk DIN Schablonierschrift 02 | Brandon Text 03 | Gin

COURSE NAME Motion Graphic One I N S T R U C TO R Aries Nunez

SEMESTER Fall 2015

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M OT I O N G R A P H I C D I G I TA L M E D I A | M O T I O N G R A P H I C

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POWE R OF MOVE ME NT

Simple geographic shapes can tell a story, lines and color blocks can transform into lively objects, and illustrations can be a functional role in films. That’s the power of motion graphics. This project features three motion graphics, including a graphic design book trailer, a camping app, and an animated film title sequence.


F E AT U R E S

01 | App Campamania promotion [00:00:32] 02 | Book trailer for 100 Ideas that Changed Graphic Design [00:00:14] 03 | Title sequence for the film This is England [00:00:30]

ORIGIN

The three motion graphics all served promotional purpose

Three motion graphics

on different subjects. The first one is a call-to-action and

on diverse subjects

it showcases ideas in the book. The second one is to promote a possible app that has camping instruction and helps users to choose camping equipment. Finally, The third one is an

T Y P E FAC E

animation title sequence that was designed for a British film

0 1 | Akzidenz Grotesk

about skinheads.

DIN Schablonierschrift 02 | Brandon Text 03 | Gin

PAT H

The book promotion video was designed by using simple graphics that composed elements from the book. I visualized ideas from the book into graphic elements that transformed into each other. At the end of the video, each word that indicates an idea is revealed in a 3-D space. With the lens changing angles, the words form the book cover. The app promotion was designed by lines and colors to form consistent transformations in order to explain functions of the app simply and clearly. The title sequence's elements were inspired by the film itself, and illustrated key plot elements. Gritty texture was used to reflect the tone of the film.

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POROUS. MIDNIGHT SINGER

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Porous.

CHAPTER 09 MIDNIGHT SINGER

Music album design for a rock band based in the northwest of China

T Y P E FAC E 01 | GeikaiSuikou 02 | HanziPen 03 | Gotham

C AT E G O RY

C LI E N T Modern Sky Entertainment Co., Ltd. Low Wormwood

YEAR ISBN

2015 987-7-7986-4314-5

CSCCD

3304

I LLU S T R AT I O N Li Li


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09 POROUS.

MIDNIGHT SINGER

C AT E G O R Y

P R I N T | PAC K AG I N G

MIDNIG HT SING E R

Four men, twelve years, eight album, the band Low Wormwood was spawned in a corner of Lanzhou city, and it has grown into one of the best bands in the northwest of China. Their music is independent and psychedelic, their lyrics are sensitive and poetic, yet their shows are dramatic and provocative. Expressing their concern of social issues in metaphors, Low Wormwood launched their new album

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Midnight Singer.


ORIGIN

When the band came to me, they specifically asked me

Music album design for

to create a character for the “midnight singer” — a

a rock band based in

neutral face to indicate not one, but a concentration of

the northwest of China

thousands of people who have keen minds and are eager for change. Listening repeatedly the demo, the image of the music was becoming clear in my mind. It

T Y P E FAC E

was experimental, emotional, and vigorous.

01 | GeikaiSuikou 02 | HanziPen

PAT H

Since illustration would be involved, visualizing the

03 | Gotham

deep meaning and attitude of the “midnight singer” was crucial. I decided to create a sympathetic character simply by key lines surrounded by some small shapes to bring in some movement that revealing the bouncing thoughts of the character. Each shape contains spray texture mimicking the universe to show the enrichment of the mind. I also made textured color blocks using bold brushes to coordinate elements and show the imagery of each song. All illustrations together made a story out of the sequence. To express the power and freedom in the music, I chose calligraphy fonts for the title and lyrics. I designed several prototypes for the packaging, and decided to integrate the CD, lyrics, and additional information into one object. Textured paper was used to emphasize the grassroots atmosphere.

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Metamorphic.

THESIS W I LD TA B LE

Thesis on embracing edible invasive species

T Y P E FAC E 01 | Sentinel 02 | Gotham Narrow 03 | Gotham 04 | Big Noodle Titling

I N S T R U C TO R Phil Hamlett Jeremy Stout Carolina de Bartolo Sandra Isla

SEMESTER Fall 2014 – Spring 2016

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M E TA M O R P H I C . C AT E G O R Y

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WILD TABLE

As a food lover, are you longing for fresh delicacies? Do you experiment with emerging ingredients? Wild Table can fulfill all your culinary adventures! Our foods are inspired by authentic regional cuisines, our ingredients are harvested from the wild, and our products are minimally processed. You know the best part? Joining us, you are doing great things for our planet. Instead of importing ingredients from all over the world, we use ingredients that are harvested or caught in the wild right here in the US. So called invasive species, hundreds of non-native plants and animals have been introduced across the country and caused harm to local ecosystems. By consuming invasive species that people can eat (and enjoy), we can keep a balance in the ecosystem and have a lower carbon footprint. Join us and amaze your palate! Your gut loves our food.


THESIS

The MFA Thesis is a process of studying on a real world issue and defining the problem, then analyzing the subject in order to potentially solve the issue. As a graphic student, the thesis is a challenge and also an opportunity to use what I have learned to make plans, reach out for professional support and eventually conduct a project that address the problem I defined.

ORIGIN

In the US, 1000’s of invasive species wreak havoc with our

Thesis on embracing

native ecosystems, our economy and our livelihood, yet

edible invasive species

there are practical solutions! Many of invasive species are edible, and they are misplaced delicacies. T Y P E FAC E PAT H

Through two years research and study, I created Wild Table—a possible company for people who have passion on the nature and like hands-on practice with adventurous food ingredients. Wild Table will provide hands-on solution

01 | Sentinel 02 | Gotham Narrow 03 | Gotham 04 | Big Noodle Titling

to prepare and cook those typical edible invasive species in different adventurous levels. The goal of this project is to build on the forage culture, create the demand of edible invasive species and accelerate the change of the policy. We have fresh ingredients and ready-to-eat foods that can be easily ordered on our Web site and delivered to your door. We have quarterly magazines so you can keep track of the seasonal ingredients and read what’s happening in the wild world. Or, just come and visit the food trucks. Our feature dishes and seasonal specials are always available!

C AT E G O RY


C AT E G O R Y

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Thanks.

To my mother Yufang Ma, and to my father Shenghu Li,

Thank you, all my language supporters. Susan Pasley,

thank you. Without your support and love, I would have

Scot Crisp, Stacy Hernandez, Hilaire Fong, Amy Shipley,

not concentrated on studying design so fearlessly.

and Jill Ballard, without your professional coaching

I would like to thank all my instructors at Academy of Art Univeristy. Thank you, Michael Kilgore, for leading me into the beautiful history of Graphic Design. Thank

and patient help, English would have been a much worse obstacle whenever I wanted to communicate any of my design ideas.

you, John Nettleton, for giving me profound lectures on

To all my friends and families, thank you. You are the

typography and making type setting so fascinating.

reason why it doesn’t feel hard when I am working hard.

Thank you, Hunter Wimmer, for presenting me with the vast horizon of the design world. Thank you, Andrew Loesel, for pushing my typographic skills one more step further. Thank you, Bob Slote, for expanding my skill set towards digital design. Thank you, Sandra Isla, for helping start up the path of my mfa thesis. Thank you, Kathrin Blatter, for making typography extremely fun. Thank you, Christopher Morlan, for raising the bar and the rigorous principles that I will always keep up with. Thank you, Carolina de Bartolo, for imprinting the idea of details on me. Thank you, Jeremy Stout, for all your assistances and encouragement that has supported me through the process of my mfa thesis. Thank you, Phil Hamlett, not only for the exciting lectures and insightful directions you have given me but also for the support beyond the classroom. Thank you, Mary Scott, for your high standard of aesthetics and valuable critiques that helped me to compose this portfolio book.

The list can go on forever, so, to all the people around me physically and spiritually, you mean so much.


COLOPHON

SCHOOL

T I T LE O F B O O K

Academy of Art University,

Mining

School of Graphic Design P H OTO G R A P H Y COURSE

Li Li

Senior Portfolio B O O K B I N D E RY I N S T R U C TO R

The Key Printing & Binding, 1934 Park Blvd,

Mary Scott

Oakland, CA 94606

Phil Hamlett

PRINTING Giant Horse Printing, 1336 San Mateo Ave, South San Francisco, CA 94080

STUDENT Li Li

DIE MAKER Cal Art & Engraving Inc., 340 Industrial Rd.

T E LE P H O N E

San Carlos, CA 94070

415– 429–9105 C OV E R S TO C K ADDRESS

Silktouch Nuba by Skivertex®, 9065

555 Jones Street, APT. 406,

Davey Red Label Binder’s Board

San Francisco, CA 94102 T E X T S TO C K EMAIL liliwilldo@gmail.com WEBSITE liliwilldo.com

100# Finch Text F O I L S TA M P I N G Glossy Black FONTS Domaine Display, Domaine Text, and Proxima Nova S O F T WA R E Adobe Creative Cloud (Indesign, PhotoShop, Illustrator, Lightroom)

©2016 All rights reserved. No part of this publication can be reproduced without express written permission from Li Li.



Li Li Portfolio