MFA portfolio by serena zhang

small words >> a mfa portfolio

serena zhang designer

academy of art university

small words >> a mfa portfolio

serena zhang designer

academy of art university

small words

selected

works

colophon :

email design@serena-zhang.com

phone

d e pa r t m e n t c h a i r m a r y s c o t t

academy of art university

: 79

t y p e fa c e k u lt u r i s t a , n u d i s t a

binder the key binding

photography serena zhang

b o o k f o r m at

510-606-3549

website serena-zhang.com

: 3511

h i l lv i e w d r . r i c h m o n d , c a 94806

year spring

2013

new montgomery, ca

8.625â&#x20AC;?

94806

11.625â&#x20AC;?

of serena zhang

small words >> love

where there is love there is life.

>> free

to be free

is to have achieved your

life.

>> live

those who live are those who fight.

my voice: small words make things clear, simple, yet deep. design can also be like this.

small words

selected

works

: s e c t i o n 0.0 >>

c h a p t e r 00

4 years

8 semesters

21 classes

10 selected projects

contents >> p r i n t

002

web

package

a n i m at i o n

016

l o v e r e v o lt

gone by

>> i do bridal fashion magazine

>> f i l m f e s t i va l o f g i u s e p p e t o r n at o r e

076

086

who am i

work it out

>> i n t e r n at i o n a l a d o p t i o n i s s u e

>> m o t i o n g r a p h i c s o f m y d ay

of serena zhang

038

press forward >>

futuristic reading book

092

048

time unfolding >>

east

& west 2012 calendar

108

m e at a n d g r e e t

life in light

>> indian deli rebranding

>> d ay a n d n i g h t d i - s i - d o b o o k

062

hold the world >> compaq rebranding

120

“hello!””nihao!” >> master’s thesis

small words

c h a p t e r 01

: s e c t i o n 1.0 >>

002 _ 003

selected

works

of serena zhang

t i t l e i d o fa s h i o n m a g a z i n e

l o v e r e v o lt >> i d o b r i d a l f a s h i o n m a g a z i n e

semester

course

d u r at i o n

instructor

c at e g o ry

spring 2011

e x p e r i m e n ta l t y p e

7 weeks

cheri gray

typography

project

â&#x20AC;&#x153; Fa s h i o n s h o u l d b e a f o r m o f e s c a p i s m , a n d n o t a form of imprisonment.â&#x20AC;? >>

Alexander McQueen

small words

c h a p t e r 01

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 designer

1 season

4 chapters

35 pages

:OBJECTIVE

:APPROACH

A n ex p e r i me nt al, p roj ect- b as ed , t yp og rap hy ma ga zine

The goa l of this project is to experiment with d i f f e re n t t y p e

o n b r i d a l f a s hion. The t yp og r ap hy need s t o en ga ge

composition a nd photogra phy to represent the f a sh i o n a b l e b u t

wi t h t h e p h ot og r ap hy t o s how t he alt ernat ive brida l

a lterna tive brida l wea r. The ma ga zine introduce s t h e l a t e st

fa sh i o n st y l e.

brida l gowns a nd other wedding a ccessories of Ve ra Wa n g a n d Alexa nder McQueen.

typography

binding

gill sans, univers, garamond

serena zhang

photography

serena zhang

I chose this a s my subject beca use I entered in a f a sh i o n competition a nd I won for my brida l designs. I n ow w a n t t o m e rg e typogra phy a nd photogra phy to show a visua l f e a st of b ri d a l wea r. W ha t I wa s trying to express is tha t typo g ra p hy a n d i m a g e s ca n ta lk directly to people without the need fo r wo rd s.

deliverable

pa l e t t e

004 _ 005

magazine

: WOO

E NLI V EN

UND O

small words

006 _ 007

selected

works

of serena zhang

c at e g o ry p r i n t

t i t l e i d o fa s h i o n m a g a z i n e

project

typography

small words

c h a p t e r 01

: s e c t i o n 1.3 >>

008 _ 009

selected

works

of serena zhang

c at e g o ry p r i n t

t i t l e i d o fa s h i o n m a g a z i n e

project

typography

small words

c h a p t e r 01

: s e c t i o n 1.4 >>

010 _ 011

selected

works

of serena zhang

c at e g o ry p r i n t

t i t l e i d o fa s h i o n m a g a z i n e

project

typography

small words

c h a p t e r 01

: s e c t i o n 1.5 >>

012 _ 013

selected

works

of serena zhang

c at e g o ry p r i n t

t i t l e i d o fa s h i o n m a g a z i n e

project

typography

small words

c h a p t e r 01

selected

works

of serena zhang

: s e c t i o n 1.6 >>

BRIDAL SHOES

Alexander McQueen’s shoe collection was a statement about the future of our world.

A P R I L 2 0 1 1 | 21

BRIDAL FALL 2011 COLLECTION – Alexander McQueen

A P R I L 2 0 1 1 | 26

ALICE GIBB 2 0 1 1 A D C A M PA I G N

A P R I L 2 0 1 1 | 29

014 _ 015

c at e g o ry p r i n t

t i t l e i d o fa s h i o n m a g a z i n e

project

typography

small words

c h a p t e r 02

: s e c t i o n 1.0 >>

016 _ 017

selected

works

of serena zhang

title addio, yesterday

gone by > > f i l m f e s t i va l o f g i u s e p p e t o r n at o r e

semester

course

d u r at i o n

instructor

c at e g o ry

spring 2011

i n t e g r at e d c o m m u n i c at i o n

14 weeks

hunter wimmer

m u lt i m e d i a

new branding

project

â&#x20AC;&#x153; As me mo r y m ay b e a p a r a d i s e f r o m wh i ch we c a n not b e d r i ve n , i t m ay a l s o b e a b e l l f r o m wh i ch we cannot escape.â&#x20AC;? >>

John Lancaster Spalding

small words

c h a p t e r 02

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 director

1 thread

5 movies

deliverables

:OBJECTIVE

:APPROACH

To p l a n a n d d es ig n for a mult i- fac et ed film festiva l

The “ Addio, yesterday” film festiva l is focusin g o n t h e wo rks of

b a se d o n t h e wor ks of a film d irect or.

the I ta lia n director G iuseppe Torna tore. His film s a re ch a ra ct e rized by high production va lues, a visua l style th a t co m b i n e s t h e experimenta l with the a esthetica lly polished, a n d by h i s f i l m s’ intima tely subjective, lyrica l, a nd often emotio n a l l y co m p e l l i n g

typography

binding

avenir, janson text

serena zhang

photography

serena zhang

na rra tives. I chose five movies to illustra te his film style. Th e p ro je ct required not only design but a lso project ma na g e m e n t, st ra t e g y, resea rch a nd production a cross a va riety of me d i a by cre a t i n g a comprehensive visua l system tha t included a f i l m ca t a l o g , a DVD

deliverable

c ata l o g , p o s t e r , dv d pa c k a g e ,

pa ck a ge, a record pa ck a ge, a poster, a schedu l e , p ri n t e d p ro m o-

ticket, postcards, soundtrack

tiona l ma teria ls a nd tick ets.

journal, website.

pa l e t t e

018 _ 019

: LO SE

FAD E

CATCH

small words

020 _ 021

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

c h a p t e r 02

selected

: s e c t i o n 1.3 >>

P r i m a r y t y p e f a c e â&#x20AC;&#x201C; Av e n i r

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022 _ 023

5 *

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works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

024 _ 025

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

c h a p t e r 02

: s e c t i o n 1.5 >>

026 _ 027

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

028 _ 029

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

new branding

c h a p t e r 02

project

: s e c t i o n 1.6 >>

small words

030 _ 031

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

032 _ 033

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

new branding

c h a p t e r 02

project

: s e c t i o n 1.8 >>

small words

034 _ 035

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

new branding

c h a p t e r 02

project

: s e c t i o n 1.9 >>

small words

c h a p t e r 02

: s e c t i o n 2.0 >>

036 _ 037

selected

works

of serena zhang

title addio, yesterday

c at e g o r y m u lt i m e d i a

project

new branding

small words

c h a p t e r 03

: s e c t i o n 1.0 >>

038 _ 039

selected

works

of serena zhang

title futuristic reading

press forward >> futuristic reading book

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 0

type system

7 weeks

david hake

typography

project

â&#x20AC;&#x153;Everything in the world exists in order to end up as a book.â&#x20AC;? >>

Stephan Mallarme

small words

c h a p t e r 03

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 concept

4 infographics

5 chapters

11 quotes

:OBJECTIVE

:APPROACH

To d eve l o p a t yp e syst em by making a b ook t ha t

The goa l of this project is to build a type syste m by g ri d w i t h

sh ows t h e develop ment of t he p rint ed wor d from

the concept of a book from the future. I did th e re se a rch of t h e

G u t e n b e r g t o t od ay, and t o g ive a p ict ur e of h ow

history of book s a nd ima gine the possibility of h ow a f u t u re

p e o p l e r e a d in t he fut ure.

book might look . I n my mind, this book is not o n l y a co n t a i n e r f o r k nowledge, but a lso a pla tform for intera ction; i t n ot o n l y of f e rs

typography

binding

adobe jenson, adobe garamond

by serena zhang

photography

serena zhang

sta tic words a nd ima ges, but a lso provides mu si c a n d m ov i e s. . . In genera l, the future book will be a comprehensi ve m e d i a p l a t f o rm . I crea ted different infogra phics to show the sta t i st i cs of b o o k consuming a nd used three dimensiona l ima gery t o ex p re ss t h e feeling of future book s.

deliverable

pa l e t t e

040 _ 041

book

: FO RE SE E

UNI TE

CR EAT E

small words

c h a p t e r 03

: s e c t i o n 1.2 >>

042 _ 043

selected

works

of serena zhang

c at e g o ry p r i n t

title futuristic reading

project

typography

small words

044 _ 045

selected

works

of serena zhang

c at e g o ry p r i n t

title futuristic reading

project

typography

small words

046 _ 047

selected

works

of serena zhang

c at e g o ry p r i n t

title futuristic reading

project

typography

small words

c h a p t e r 04

: s e c t i o n 1.0 >>

048 _ 049

selected

works

of serena zhang

title east & west calendar

time unfolding >> e a s t & w e s t 2012 c a l e n d a r

semester

course

d u r at i o n

instructor

c at e g o ry

spring 2011

e x p e r i m e n ta l t y p e

7 weeks

cheri gray

typography

project

â&#x20AC;&#x153;Time changes everything except something w i t h i n us wh i ch i s a l ways su r p r i s e d by ch a n g e. â&#x20AC;? >>

Thomas Hardy

small words

c h a p t e r 04

selected

works

of serena zhang

: s e c t i o n 1.1 >>

12 months

24 English letterforms

4 seasons

4 subjects

:OBJECTIVE

:APPROACH

To ex p e r i me nt w it h t yp e t o t ell a st ory by c rea ting a

The goa l of this project is to experiment with d i f f e re n t cu l t u ra l

n ew st y l e of c alend ar for 2012 .

elements to tell a story by crea ting a new styl e of ca l e n d a r. Al so , my incentive is to introduce the tra ditiona l Ch i n e se p a i n t i n g t o the western world by combining Chinese techn i q u e s w i t h E n g l i sh letterforms to cha ra cterize the four sea sons. E a ch se a so n i s

typography

binding

adobe jenson, adobe garamond

W inter ( December – Februa ry) is symbolized by b a m b o o , b e ca u se

serena zhang

c h i n e s e t r a d i t i o na l pa i n t i n g

cha ra cterized by a subject from Chinese pa inti n g .

ba mboo represents strength a nd vita lity. Sprin g ( M a rch – M ay ) serena zhang

is pictured a s a mounta in a nd river, beca use th i s p e ri o d i s t h e best time to go see scenery. Summer ( June – A u g u st ) i s sh ow n

deliverable

calendar

through flowers, beca use they bloom everywhe re d u ri n g t h i s t i m e . Autumn ( September – November) is portrayed by f i sh , b e ca u se fa ll is ha rvest time, a nd fish is a sign of a bund a n ce .

pa l e t t e

050 _ 051

: mix

inspire

gentle

small words

052 _ 053

selected

works

of serena zhang

title east & west calendar

c at e g o ry p r i n t

project

typography

small words

054 _ 055

selected

works

of serena zhang

title east & west calendar

c at e g o ry p r i n t

project

typography

small words

056 _ 057

selected

works

of serena zhang

title east & west calendar

c at e g o ry p r i n t

typography

c h a p t e r 04

project

: s e c t i o n 1.4 >>

small words

058 _ 059

selected works of serena zhang

title east & west calendar

c at e g o ry p r i n t

project

typography

small words

c h a p t e r 04

: s e c t i o n 1.6 >>

060 _ 061

selected

works

of serena zhang

title east & west calendar

c at e g o ry p r i n t

project

typography

small words

c h a p t e r 05

: s e c t i o n 1.0 >>

062 _ 063

selected works of serena zhang

t i t l e c o m pa q

rebranding

hold the world >> compaq rebranding

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 1

nat u r e o f i d e n t i t y

14 weeks

hunter wimmer

identity

gaston yagmourian

m u lt i m e d i a

rebranding

project

â&#x20AC;&#x153;But every time our ability to access information and to communicate it to others is improved, in s o m e s e n s e w e h a v e a c>h>i e v e d a n i n c r e a s e o v e r natural intelligence.â&#x20AC;?â&#x20AC;?

Ve r no r V i n g e

small words

c h a p t e r 05

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 defunct brand

1 new concept

3 extensions

6 colors

:OBJECTIVE

:APPROACH

T h e g o a l of t his p roj ect w as t o t ake t he d efun ct

To give a new look a nd spirit to Compa q, I reim a g i n e d i t a s a

b r a n d , C o mp aq , and r einvent it t hr oug h t he g rowth of

bra nd tha t sta nds for a n ea sier a nd ca refree li f e st y l e by si m p l i-

a n ew i d e n t it y, vis ual st and ard s and t he int roduction

fying technology a nd ma k ing it more convenien t f o r ci t i ze n s of

of a b r a n d ext ens ion.

the digita l a ge. The visua l identity crea tion I structured for th e n ew C o m p a q

typography

binding

serena zhang

photography

deliverable

pa l e t t e

avenir, code pro

064 _ 065

serena zhang b o o k , w e b s i t e , s tat i o n e ry

includes a new logo a nd color pa lette. To envisi o n t h e f u t u re of Compa q, I developed three extensions to show t h e co n ce pt â&#x20AC;&#x153; M o re life, less stress.â&#x20AC;? The overa ll compa ny ima ge wo rks t o re p re se n t the soul a nd culture of the new Compa q.

: race

reduce

enable

small words

066 _ 067

selected

works

of serena zhang

t i t l e c o m pa q

c at e g o ry i d e n t i t y

rebranding

project

m u lt i m e d i a

rebranding

small words

c h a p t e r 05

selected

: s e c t i o n 1.3 >>

P r i m a r y ty p ef a c e â&#x20AC;&#x201C; C o d e P r o

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S e c o n d a r y t y p e f a c e â&#x20AC;&#x201C; Av e n i r

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068 _ 069

i v

u 5

6 (

)

7 +

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8 =

z 9 >

works

of serena zhang

t i t l e c o m pa q

c at e g o ry i d e n t i t y

rebranding

project

m u lt i m e d i a

rebranding

small words

c h a p t e r 05

: s e c t i o n 1.4 >>

070 _ 071

selected

works

of serena zhang

t i t l e c o m pa q

c at e g o ry i d e n t i t y

rebranding

project

m u lt i m e d i a

rebranding

small words

072 _ 073

selected

works

of serena zhang

t i t l e c o m pa q

c at e g o ry i d e n t i t y

rebranding

project

m u lt i m e d i a

rebranding

small words

c h a p t e r 05

: s e c t i o n 1.6 >>

074 _ 075

selected

works

of serena zhang

t i t l e c o m pa q

c at e g o ry i d e n t i t y

rebranding

project

m u lt i m e d i a

rebranding

small words

c h a p t e r 06

: s e c t i o n 1.0 >>

076 _ 077

selected

works

of serena zhang

t i t l e i n t e r nat i o na l a d o p t i o n

who am i >> i n t e r n at i o n a l a d o p t i o n i s s u e

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 0

v i s u a l c o m m u n i c at i o n l a b

14 weeks

phil hamlett

identity

hunter wimmer

m u lt i m e d i a

>> > >

rebranding

project

â&#x20AC;&#x153;Upon arrival in the foreign country among a New a n d f o r e i g n f a m i l y, i h a v e t o f a c e a n d a d a p t t o p r e j u d i c e , d i s c r i m i n a t i o n , >t>e a s i n g , b u l l y i n g , I s o l a t i o n and alienation.â&#x20AC;? >>

Alexis Bartlett, an Indian adoptee

small words

c h a p t e r 06

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 topic

6 chapters

5 infographics

5 solutions

:OBJECTIVE

:APPROACH

To v i su a l i z e t he is s ue, t he r es ear c h p r oc es s and the

Na tura l disa sters have increa sed in recent years, l e av i n g m a ny

so l u t i o n fo r Int ernat ional ad opt ion.

children without pa rents or homes. I nterna tion a l a d o pt i o n i s one way to help these children but it ha s creat e d co n t rove rsy a round the world. This project presented sever a l p o ssi b l e solutions to improve a doption pra ctices.

typography

binding

serena zhang

photography

deliverable

pa l e t t e

univers, adobe garamond

078 _ 079

serena zhang

book

I interviewed interna tiona l a doptees a nd the pe o p l e w h o m ay have perspectives on this topic a nd ga thered st a t i st i cs f ro m t h e I nternet, book s a nd other resources. I chose th i s t o p i c b e ca u se I believed tha t every child deserves to be loved a n d ca re d f o r.

: find

mark

s o lv e

small words

080 _ 081

selected

works

of serena zhang

t i t l e i n t e r nat i o na l

c at e g o ry p r i n t

adoption

project

typography

small words

082 _ 083

selected

works

of serena zhang

t i t l e i n t e r nat i o na l

c at e g o ry p r i n t

adoption

project

typography

small words

c h a p t e r 06

: s e c t i o n 1.4 >>

084 _ 085

selected

works

of serena zhang

t i t l e i n t e r nat i o na l

c at e g o ry p r i n t

adoption

typography

http://www.cultural connection.com

cultural connection

project

small words

c h a p t e r 07

: s e c t i o n 1.0 >>

086 _ 087

selected

works

of serena zhang

title time to workout

work it out >> m o t i o n g r a p h i c s o f m y d ay

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 2

motion graphics 2

7 weeks

colin sebestyen

motion graphics

project

: â&#x20AC;&#x153; My l i f e i s a l ways f i l l e d u p w i t h my s cho o l wo r k s,but my b o d y wa r ns me t h at I ne e d to ch a n g e. â&#x20AC;?

Serena Zhang

small words

c h a p t e r 07

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 d ay

1:30 seconds

2 exercises

8 hours

:OBJECTIVE

:APPROACH

The goal of this project is to create an animation about

As an Academy student, my day is usually filled up with school

a typical day in my life.

work, which makes my body so weak at end of the day. So in my story, I talked about school work all day and the realization that I need exercise to refresh my body and mind. I illustrated all the visual elements and animated them in After

typography

program

aftereffect cs6

i l l u s t r at i o n

deliverable

pa l e t t e

friday night lights, rockwell

088 _ 089

serena zhang

a n i m at i o n

Effects. To achieve a vivid visual style, I chose bright colors and joyful music in the background.

move

liven

a n i m at e

small words

090 _ 091

selected works of serena zhang

c at e g o ry m o t i o n g r a p h i c s

title time to workout

c h a p t e r 07

: s e c t i o n 1.2 >>

C h e c k o u t t h e f u l l v e r s i o n o f m o v i e â&#x20AC;&#x201C; w w w. s e r e n a - z h a n g . c o m

project

small words

c h a p t e r 08

: s e c t i o n 1.0 >>

092 _ 093

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

m e at a n d g r e e t >> indian deli rebranding

semester

course

d u r at i o n

instructor

c at e g o ry

spring 2012

pa c k a g e 2

7 weeks

christine george

pa c k a g e

project

â&#x20AC;&#x153; T h e r e i s s o m e r e a s o n , o b v i o u s l y, t h a t y o u a r e d r aw n to you r m ate r i a l , but t he way i n wh i ch you explore it might come to be quite different from what you would expect.â&#x20AC;? >>

Ann Beattie

small words

c h a p t e r 08

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 culture

1 new brand

2 patterns

8 deliverables

:OBJECTIVE

:APPROACH

To create a new branding for a deli and its line of

I crea ted a n identity for a conceptua l I ndia n D e l i i n S a n F ra n ci sco

products. Be highly creative with this idea and create

tha t serves tra ditiona l I ndia n foods a nd bevera g e s. I ch o se

packaging with sustainable materials, honoring the

I ndia n Deli beca use I love I ndia n pa tterns a nd re a l l y w a n t e d t o

environment whenever possible.

put it in my design. I did a lot resea rches a bout I ndia n culture in o rd e r t o re sp e ct i t s

typography

crafting

franklin gothic, caecilia

serena zhang

i l l u s t r at i o n

serena zhang

tra dition. I a lso went to I ndia n Deli shops a nd re st a u ra n t s a round the city. I crea ted the logo ba sed on th e t y p i ca l In d i a n type a nd redrew it by ha nd. I a da pted my design f ro m t ra d i t i o n a l I ndia n dress pa tterns a nd ta ttoos. The product l i n e i n cl u d e s I ndia n sa uce, beer, fish, la mb a nd utensils.

deliverable

pa l e t t e

094 _ 095

food, beer, sauce, fish, utensils

ta s t e e x p l o r e r e g a r d

small words

c h a p t e r 08

: s e c t i o n 1.2 >>

PURE VEGETERIAN CUISINE

096 _ 097

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

project

small words

c h a p t e r 08

selected

: s e c t i o n 1.3 >>

P r i m a r y ty p ef a c e â&#x20AC;&#x201C; F r a n k l i n G ot h i c

2 $ {

3 %

}

[

h u

(

)

7 +

8 =

9 <

]

S e c o nd a r y ty p ef a c e â&#x20AC;&#x201C; C a e c i l i a

0 @ ?

# !

$ {

3 %

}

& ]

098 _ 099

H U

h u

^ [

5 *

6 (

)

7 +

8 =

m z 9

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

project

small words

100 _ 101

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

c h a p t e r 08

project

: s e c t i o n 1.4 >>

small words

102 _ 103

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

project

small words

c h a p t e r 08

: s e c t i o n 1.6 >>

104 _ 105

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

project

small words

106 _ 107

selected

works

of serena zhang

t i t l e ta n d o r i i n d i a n d e l i

c at e g o ry pa c k a g e

project

small words

c h a p t e r 09

: s e c t i o n 1.0 >>

108 _ 109

selected

works

of serena zhang

title day and night

life in light >> d ay a n d n i g h t d o s i d o b o o k

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 1

book arts

7 weeks

macy chadwick

book arts

project

“ N i g h t a n d d a y, w h i t e a n d b l a c k , w h a t w e h a v e i s a perfect match �cause opposites attract.” >>

R Kelly

small words

c h a p t e r 09

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 d ay

1 night

2 sides

6 emotions

:OBJECTIVE

:APPROACH

The goal of this project is to create a book with

I chose “Day a nd Night” a s my topic beca use d ay a n d n i g h t a re

Do-Si-Do structure to show a specific theme that

opposite, which helps revea l the ma in fea ture of t h i s b o o k

shows the uniqueness of the structure.

structure. Day a nd night a lso serve a s a meta p h o r f o r p e o p l e ’s emotions. Day represents optimism, strength a n d h o p e , w h i l e night represents nega tivity, loneliness a nd des i re .

typography

binding

do-si-do binding

photography

deliverable

pa l e t t e

adobe garamond pro

110 _ 111

by serena zhang

serena zhang do-si-do book

I wa nt to explore the deeper feeling in people t h ro u g h t h e t wo extremes we see everyday. I used different imag e st y l e s w i t h illustra tions to show this concept a nd I select e d b l a ck a n d w h i t e a s my prima ry colors to crea te the contra st.

feel

change

turn

small words

c h a p t e r 09

: s e c t i o n 1.2 >>

112 _ 113

selected

works

of serena zhang

title day and night

c at e g o ry b o o k a rt s

project

small words

c h a p t e r 09

: s e c t i o n 1.3 >>

114 _ 115

selected

works

of serena zhang

title day and night

c at e g o ry b o o k a rt s

project

small words

c h a p t e r 09

: s e c t i o n 1.4 >>

116 _ 117

selected

works

of serena zhang

title day and night

c at e g o ry b o o k a rt s

project

small words

c h a p t e r 09

: s e c t i o n 1.5 >>

118 _ 119

selected

works

of serena zhang

title day and night

c at e g o ry b o o k a rt s

project

small words

selected

works

of serena zhang

“Language is the road map of a culture. It tells you where its people come from and where they are going.” – Rita Mae Brown (An American writer)

120 _ 121

and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w and a in that have I it for not on with he as you do at this but his by from they what so up out if ab then now look only to of and a in that have I it for not would there theirsome could them see other as you do at this but his by from they what so up out if about who get whic come its would there t it for not would there theirsome could them see other than and a in that have I it for not on and a up out if about who get whic come its would there theirsome could them see other than then now 01 02 03 04 05 06 07 08 09 10 see other than and a in that have I it for not on and a in that have I it for not on with he as you do there theirsome could them see other than then now look only to of and a in that have I it for not w title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 1.0 >>

122 _ 123

selected works of serena zhang

title dialog journaling program

“h e l l o !” “n i h a o !” >> master’s thesis

semester

course

d u r at i o n

instructor

c at e g o ry

fa l l 2 0 1 1

–

on going

m fa t h e s i s

3 semesters

phil hamlett

branding

david

m u lt i m e d i a

hake

pa c k a g e

project

“Learning another language is not only learning different words for the same things, but learning a n o t h e r w a y t o t h i n k a>b>o u t t h i n g s . ” >>

Flora Lewis

small words

c h a p t e r 10

selected

works

of serena zhang

: s e c t i o n 1.1 >>

1 concept

1 solution

2 languages

2 cultures

:OBJECTIVE

:APPROACH

T h e M FA T h e s is is an ext ens ive p r oj ect j oining crit-

Dialo g Jo u rn alin g P ro gram

i c a l t h i n ki n g , p rob lem s olving and innovat ion to the v i su a l c o mm unic at ion of t he invent ion of id eas, I t is a p r o c e ss of res earc h, exp er iment at ion and d esign.

The Dia log Journa ling P rogra m is a new model of l a n g u a g e lea rning tha t a ims to provide a n intera ctive co m m u n i ca t i o n p l a tform for a n America n student a nd a Chinese st u d e n t t o co n n e ct individua lly with ea ch other. By providing them w i t h t h i s

typography

binding

scala, scala sans

pla tform, the progra m will help the students le a rn e a ch ot h e r

the key binding, serena zhang

students’ la ngua ge a nd culture. I crea ted different forms of journa ls for both co u n t ry ’s st u d e n t s

photography

deliverable

serena zhang journal, book, website,

to express themselves. These include pa per jou rn a l s a n d poster,

f l a s h c a r d s , a n i m at i o n , a p p

pa l e t t e

124 _ 125

online journa ls. The progra m a lso provides a va ri et y of l e a rn i n g ma teria l for students to play with while ma k in g p e rso n a l a n d cultura l connection.

: IN TE RAC T

D ELI G HT

JOIN

small words

c h a p t e r 10

selected

works

of serena zhang

: s e c t i o n 1.2 >>

: To achieve better cultural communication between China and America through language instruction, I intend to create an â&#x20AC;&#x153;Interactive Journaling Programâ&#x20AC;? to enrich English and Chinese curriculum at the primary school level in both countries.

126 _ 127

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

128 _ 129

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

dialog

130 _ 131

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 1.5 >>

132 _ 133

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 1.6 >>

134 _ 135

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

136 _ 137

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 1.8 >>

138 _ 139

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 1.9 >>

140 _ 141

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

c h a p t e r 10

: s e c t i o n 2.0 >>

142 _ 143

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

144 _ 145

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

146 _ 147

selected works of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

c h a p t e r 10

: s e c t i o n 2.2 >>

D i a l o g a n i m a t i o n â&#x20AC;&#x201C; w w w. d i a l o g j o u r n a l i n g . c o m

project

small words

148 _ 149

selected works of serena zhang

title dialog journaling program

c at e g o ry e d u c at i o n

project

small words

150 _ 151

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

c h a p t e r 10

: s e c t i o n 2.4 >>

Dialog Application

project

small words

152 _ 153

selected

works

of serena zhang

title dialog journaling

program

c at e g o ry e d u c at i o n

project

small words

selected

works

of serena zhang

thank you! >> :

my instructors

mary scott, phil hamlett, hunter wimmer, michael kilgore, david hake, gaston yagmourian, chary gray, macy chadwick, christine george, scott crisp, colin sebestyen a n d m i c h a e l s a i nat o f o r n e s s a n d c o n s ta n t

t h e i r pat i e n c e , k i n d -

supervision.

>> to my families :

mom, dad, august, uncle zhang, aunty xu, aunty kit, sophia lee, and jenson lee for their care and love.

>> to my friends :

eva chen, eric lo, laura neubert, alison kim, karin liu, jassica wang, sara du and all my aau friends for their moral support.

a l l r i g h t s r e s e r v e r d . n o pa rt s

t h i s p u b l i c at i o n c a n b e r e p r o d u c e d w i t h o u t express

permission from serena zhang.