Chuu, Shi-Yu. Portfolio 2015 by Shi-Yu Chuu

1_1 CHUU,SHI-YU/ PORTFOLIO/ 2015/

1_ 1 Since I started to learn graphic design by myself in 2013, if any of my projects involve computer softwares like Adobe Illustrator or Photoshop, the first version or draft of it were usually named as ‘project_1_1.ai’ or ‘project_1_1.psd’, etc. Then as the project going, the numbers keep changing to bigger one, like 10_10 which probably means I already have ten versions and modify it ten times in that project. However, all the great results come from the 1_1 document. It means a whole new beginning of a creative idea and a journey of design. I could discover many possibilities while doing the project. Therefore, the name ‘1_1’ of this portfolio is a metaphor. Most works in it are developed from some new ideas or redesign of my old works or ideas. Therefore, ‘1_1’ means there is something new in my works and I am going to have a new journey of design with this brand-new portfolio and keep raising the quality of my works in the future.

con tent

IDENTITY

[ VIS ] 03/ VIS of NTURPC

[ Logo ] 11/ Save Hospital 12/ GOOD GOODs 13/ Lumi Swing Community

[ Logotype ] 15/ Black Sun 16/ The Girl of Highway No.11

PUBLICATION 19/ Impression & Inspiration of Inner Mongolia

27/ Take A Walk In

Tokyo Dreaming

33/ Taipei Map

39 >>

POSTER 41/ 43/ 45/ 49/

Parade & Carnival You Are Not Who You Are Being Alive Summer

ILLUSTRATION

53/ The Great Recipe 55/ The Old Man & The Sea

EXHIBITION 59/ Sleep 63/ Forbidden

INFO

CHUU

1_1

Taiwan

SHI-YU

Taipei

1 9 9 2

2010-2014

Geology

HI 褚

世

宇

National Taiwan University

Graphic Design

1_1

graphic design

0_0

I believe that identity is a very efficient way that graphic designers could communicate with their audience through a complete system, logo or logotype. The story could be told through a special but simple image to give people a profound impression. There is VIS, logo and logotype in this section.

IDENTITY_vis

01/

C h u u , S h i - Y u P o r t f o lio. 2015

> > 03 / 04

NTURPC Client: NTURPC

Year: 2015

Although, there are already a few clubs of music in NTU, most of them could create great music but they probably do not have the know-how to get their works into the music market and make it a real business. We realize that if we want to be part of the

NTURPC is the abbreviation of â&#x20AC;&#x2DC;National

music industry, we have to understand how

Taiwan University Record Production Clubâ&#x20AC;&#x2122;,

it work. Not only musical technic is import-

which is a club providing the concepts of

ant, other things like marketing, branding,

music industry and record production and

design, is also the key point of success. Our

help the students create thier own works in

job is put all these thing togther and make a

NTU.

wonderful result.

There are many students interesting in music

So, we analyze the whole picture of music

or even music industry. However, in our col-

industry and teach any one who is interest-

lege, NTU, there is not a accessible way to

ed in it and they will get the skill they need

learn about it and how to create art or music

when they enter the music industry in the fu-

pieces. Therefore, this club was founded by

ture. Also, we gather experts like musicians,

a friend of mine, Eazie, who is good at it,

designer, marketing people and create an

and I join his group and help him to build the

opportunity to them to collaborate with oth-

VIS of it. We hope this club could become an

ers on records.

official tutorial eventually.

A concept poster of NTURPC.

01/

IDENTITY_vis

RECORD PRODUCTION & MUSIC INDUSTRY

C h u u , S h i - Y u P o r t f o lio. 2015

GR O W I N G ART I ST S CO LLAB O RAT I ON IN DU ST RY- O R I E N TED E DU CAT IO N

Core Value Before we started the design of our brand-

we have. As a result, we have to com-

values including, first, growing of members,

ing system, we spent a lot of time to define

bine the shape of CDs and our core value

we can learn things from each other which is

our core value and what story we should

to make our identity system more special.

like a line curving upward; secondly, artists in different fields could work together which

tell. Meanwhile, we were also looking for a symbol could represent us. We choose CD

The main value is, obviously, record produc-

is like two part fuse together; thirdly, we in-

as our logo. We have consider that there are

tion or music industry. We can create great

vite successful people in music industry to

a lot of music relevant brands use the image

music and put it into the market. The dent on

give us lecture as industry-oriented educa-

of CD as their logo which might decrease

a record could represent us as a musics rel-

tion which is a mutual benefit relationship.

our identity power. However, CD is still the

evant group. However, we are not only could

I turn these features into patterns and com-

most suitable choice among all the options

create music, we also have other values

bine them with the shape of CDs.

ARTISTS COLLABORATION

RECORD PRODUCTION

GROWING

INDUSTRY-ORIENTED EDUCATION

> > 05 / 06

Logo Structure

Color

Font of Logo

There are four parts in the logo, each of

I choose yellow as the main color in this

With the image of golden record, the font

them is a value of our brand. I use grid to

brand with white and dark blue as acces-

must be elegant. Also, consider what we do

make sure that all elements in the logo have

sorial color because it means high quality.

is quite new, so it should be modern. The

the right proportion. Because the music part

Also, it is a metaphor of Golden Record,

Chinese logotype is modified from the font

is the main value we have, I made it look a

which means a significant success in music

‘花園明朝’, and the english logotype use

little different from the others.

industry.

‘Philosopher’. Both of them are elegant but not old-fashioned.

花園明朝 M = 20 Y = 80

K = 70

C = 10 M = 35 Y = 80

K = 40

C = 80 M = 25 Y = 15 K = 85

K = 10

Resault The logo finally reveal all the values we have

In addition, the elements in the logo could

and have a clear statement of what we do.

expand to whole identity system. The logo

People can also recognize us as a profes-

itself could be separated apart. Patterns of

sional group of music industry but not a club

different value can combine with the others.

just for fun.

The gradient color used in the logo also a notable features of our brand.

台大唱片 Philosopher

IDENTITY_vis

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> > 07 / 08

IDENTITY_vis

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> > 09 / 10

Facebook Fan Page >> Model/ Singer: Annie Haung | Photographer: 張晏廷

01/

ID E N T IT Y _logo

Save Hospital

C h u u , S h i - Y u P o r t f o lio. 2015

number of patients in ER are way more than

together, the fist comes out of the syringe

the medical staff could handle. Therefore,

means there is a problem need to be solved

patients can not be taken care well and also

inside the hospital.

the nurses and doctors are really exhausted. It could cause a dangerous situation.

Eventually, they also make a brooch with

Unfortunately, their boss does not handle

the logo on it, and wear it during working

this problem well, so they start to do some-

time in order to make people notice this se-

This logo is made for the staff of Emergency

thing themselves to improve it. This logo is

rious problem.

Room of Nation Taiwan University Hospital.

made for the activity they have.

Client: NTU Hospital_ER

Year: 2015

While they coming for asking make this logo, they are facing a serious problem. There is a

As a result, I choose a symbol of hospital, a

flaw in the system of distribution of medical

syringe, to represent the hospital. A fist is a

staff in the ER department. Somehow the

symbol of protests or fights. Combing these

Hospital

Action

> > 11 / 12

GOOD GOODs Client: GOOD GOODs

Year: 2015

This brand provide artists’ works like bag, lamp, etc. Their Chinese name means ’the revolution of good goods’. They want to give their customers a different experience. Unlike other similar brand, their products are natural but still have the cool industrial style and with high quality.

Industrial Style

Natural

Revolution

01/

ID E N T IT Y _logo

Lumi Swing Community Client: LSC

Year: 2013

Lumi Swing Community, literally, is a group of swing dance. It is composed of people who love swing and usually dance and even have performences together then they need a logo to represent themselves. In order to indicate that this group is relevant to swing, I use the move they have during dancing to make the logo. A leg of man is leading a girl wearing a floating skirt. I also combine the letter L and S in their name into the logo to make it more identified.

C h u u , S h i - Y u P o r t f o lio. 2015

> > 13 / 14

I use dot pattern in the logo because dot

want to show the energy of swing and how

skirts is kind of retro and swing girls like

fast the steps is and in the retro style of

this style and usually wear this kind of skirts

course. I use a classic old photo to make

while doing swing.

this poster with the logo.

Recently, I am thinking that whether I could make a poster with this logo just for fun. I

01/

ID E N T IT Y _logotype

This black sun logotype of Chinese letter

Black Sun Client: personal work

is a work I made just for practice. Once I listened a song called black sun by Death Cab for Cube, which has a cool and sharp Year: 2015

rhythm, then I tried to express my feeling of the song trough graphic design. I also make a mockup of its CD cover.

C h u u , S h i - Y u P o r t f o lio. 2015

Cover Size: 120 x 120 mm

> > 15 / 16

The Girl of Highway No. 11

This logotype is a personal practice work.

so I make a logotype and CD cover for fun.

The title of this work is a song name which

I combine the number 11 with the Chinese

is made by Ayal Komod, a great singer in

letter of line which means a highway here

Taiwan. This song is talking about a story of

in the logotype. And I use orange and gray-

a boy went through the Highway No.11 to

scale color to make a warm and reminiscent

the beautiful east coast of Taiwan and met

mood.

Client: personal work

a girl. I think it is a metaphor of his love to

Year: 2015

his hometown. I like the mood in this song

Cover Size: 120 x 120 mm

There is a coincidence that the three publications in this section is all about the cities or areas I have been before. I express my feeling of these places in different ways but they all turn out as a print work. The reason why I use print in these projects is that I want to tell the story through different senses but not only in visual way. The texture and process of the works could bring people different experience.

L O

INNER

> > 19 / 20

Impression & Inspiration of Inner Mongolia

When I come back from my trip in Inner

The Chinese logotype ‘望山跑死馬’ means

Mongolia, China, I have got impressed

that the mountain seems very close, but is

and inspired. Therefore, I create this work

way too far that even a horse can’t arrive.

to express this feeling. However, I do not

This is the sentence inspired me.

Client: personal work

Envelope Size: 145 x 185 mm

Year: 2015

want this work is only a image displayed on screen. Finally, I decide to make it as letters

The scenery of Mongolia is widespread and

inside an envelope which is like a message

the soft sunlight make everything look blur-

sent to me by myself. Also, the feeling of

ry. Therefore, I made the envelope using

holding these print is stronger than just

a tracing paper and half of it is print into

watch on the screen.

green as grass.

PU B L IC AT IO N

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> > 21 / 22

Impression There are two parts of this work, Impres-

the pictures taken in Mongolia. It reveal the

sion and Inspiration. In the impression part,

wonderful scenery I saw in Mongolia which

I made a poster and three postcards using

is really impressive.

Postcard Size: 160 x 120 mm Poster Size: 400 x 297 mm

PU B L IC AT IO N

Inspiration In the second part, I transform the impression of it into a abstract image. The Chinese logotype become little mountains in the widespread field. Lots of white area just like the scenery it have. Also I write a short travel journal about this trip on the poster and it tells what inspiration I have during the trip.Â

Card Size: 210 x 148 mm Poster Size: 330 x 297 mm

02/

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> > 23 / 24

<back> Then I turn this little journal into paper cards. Each of these five cards represent a part of the journal.

The inspiration is that I realize the sentence ‘望山跑死馬’ which means things might be more difficult than you think is also a metaphor of life. Then I compare this experience to others in the short journal and having a introspection.

PU B L IC AT IO N

02/

C h u u , S h i - Y u P o r t f o lio. 2015

Every parts of this work are using different kind of papers to print because each of them express different feeling of mine.

PU B L IC AT IO N

02/

C h u u , S h i - Y u P o r t f o lio. 2015

> > 27 / 28

Take A Walk In Tokyo Dreaming Client: personal work

bors of Japan, Taiwanese are quite familiar to JP culture, but it is totally different when you actually walk in this fascinating country. Therefore, it is like a plump but also hidden dream for me. I use this feeling to make the Chinese logotype for this album which means Tokyo Dreaming. I also turn the feature of Japan traditional building into the detail of the logotype.

Album Size: 210 x 270 mm

但

一

隱

場

logotype looks more blurry.

中

paper is used inside the cover. It makes the

these holes. In addition, a piece of tracing

在

cover, then the logotype is hidden under

滿

dreaming, I cut three irregular holes on the

夢

In order to enforce the feeling of hidden

走

Deisgn of Cover

飽

Detail of Logotype

的

京

my trip in Tokyo, Japan. For me, as neigh-

東

Year: 2015

This is a photo album I made as a record of

晦

PU B L IC AT IO N

Photos in this album are about what I see attracting me while I am walking on streets in Tokyo. There are six parts in it. In the beginning of each part, I made a opening page for them.

02/

C h u u , S h i - Y u P o r t f o lio. 2015

> > 29 / 30

Opening Pages

PU B L IC AT IO N

02/

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> > 31 / 32

I also make a poster for this photo album. Because the topic of the album is about waking in a dreaming, Chinese ink paint is a good option to express this feeling. Therefore, I make the poster in this way and combine some modern elements in it like photos and typography.

Poster Size: 280 x 390 mm

PU B L IC AT IO N

02/

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> > 33 / 34

Taipei Map Client: Like It Formosa

Year: 2015

walking tour for those interested in Taiwan-

most local image to our audience.

ese local culture. I collaborate with them to make this map helping foreign tourists to

This map can be folded into a small size

travel easier.

which could be put in a pocket because we think it will be more convenient to the user.

The map is made in cartoon style. Also, the Like It Formosa is a startup team who ded-

scenery in it is based on the look of Taipei

icates to provide different options of travel-

city, like old and small houses or venders on

ers in Taipei. For example, they provide free

street. It is because we want to express the

Open: 560 x 378 mm / Folded: 80 x 126 mm

PU B L IC AT IO N

02/

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> > 35 / 36

Front In the front side of the map, there are useful information tourists will need including transport info, recommended food, taboo, etc. I illustrate those icons of info with many detail in order to make people feel like they are in the real Taipei city while they watching it. In addition, I use infographic to reveal information in order to make it more fun and easier to read.

Back In the back, there is a map of the urban area of Taipei and a list of recommended stores and sight seeing spots that tourists will need. We put this info as little icons on the map, so they could find them on map directly. Â Also, this map can help people realize the whole picture of Taipei. Considering that some people could not tell color correctly, the design of icon and instruction are not only different in color, the shape or type face are also different.

PU B L IC AT IO N

02/

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> > 37 / 38

INFO ICON

[ TIN

[

BIN

EIN

INK

ING

I tried some methods that I have not used before to make these posters in this section. It is kind of an experiment that I try to find more ways to communicate.

P O ST E R

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> > 41 / 42

Parade & Carnival Client: NTUAF

Year: 2015(2014)

In this new version, Chinese letters of ‘parade’ and ‘carnival’ are the most important elements. They seems like walking and dancing on the poster just like what people do in the real carnival. There are several topics in this event including water fight and celebration performance of Taiwanese tem-

First time I made this poster was for Na-

ple, so I use contrast color to express the

tional Taiwan University Art Festival open-

noisy but fun atmosphere it should have. In

ing event, Parade & Carnival, in April, 2014.

addition, the big letters in the background

However, I redesign it with the same subject

construct a half of clown face on the right

in November, 2015. The reason why I rede-

side which is also an element of this event.

sign it is because I think the first version could not deliver the image of carnival very well, also some of my design skill was not mature enough at that time.

Walking Chinese letters

Poster Size: 840 x 594 mm

03/

P O ST E R

You Are Not Who You Are Client: personal work

Year: 2015

going to forget who we actually are. In many aspects we will face this situation, like the job you do, the life you have, or the identity of nation, for example, Taiwan, my country. I use clay to make a face, it is a symbol that our face is just a shell shaped by others.

In our life, we are educated to become to

However, the guy inside the face is who you

who the world wants us to be. It is like our

really are. The arbitrary doodle is a contrast

face is shape by others. Then we will get

to the little static statue I made. I use these

used to it and all of us might have the same

two compared elements to remind us that

face like copied statues. As a result, we are

you may be not who you actually are.

C h u u , S h i - Y u P o r t f o lio. 2015

Poster Size: 420 x 594 mm

> > 43 / 44

03/

P O ST E R

Being Alive Client: personal work

Year: 2015

When I was using the clay as a media to create, I found something interesting. First, when I stretch a piece of clay, it will show a beautiful and powerful curve, so I start to make different shapes of clay. Secondly, there is little bag inside the package of the clay. It is for preserving the clay and there is some instruction of how to use it and a column that you can put your name on it. These two things are quite a contrast when putting them together. It could be so alive and so silent in different status. Just like us, we can choose the way we live, being silence and following the instruction, or being yourself and being alive. Furthermore, clay is a common material uesd in art class in preschool or primary school. Therefore, clay can be a symbol of children education, and the features of it reveals the education problem we have in Taiwan. In our chidlhood, we always be taught to follow the rules and do not have a dream which others think is impossible. The contrast of the two statuses of clay can remind us how important it is to encourage children to pursue their dreams when they still young and do not over protect them. I made a series of posters with the stretched clay in different layouts. In first part, there is only the simple contrast of two different statuses of clay. In the second part, I separated and rearranged both of them and changed the color and added other elements to enforce the concept of ‘being alive’ and ‘breaking the rules’ we should have in our education.

Poster Size: 420 x 594 mm

C h u u , S h i - Y u P o r t f o lio. 2015

> > 45 / 46

P O ST E R

03/

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> > 47 / 48

03/

P O ST E R

C h u u , S h i - Y u P o r t f o lio. 2015

Beach and Sky

Summer Client: personal work

However, some tourists or foreigners may

during the simple but fun summertime on the

not know how beautiful it is, so I made these

beach.Â

posters for an imaginary summer tourism Year: 2015

promotion of Taiwan. Although it is hot in summer, the mood we

Taiwan is a country revolved by ocean, and

have while we are going to the beach is de-

it has many beautiful beaches along the

lightful and icy because the hot weather will

shoreline. Lots of people choose to hang out

make us feel that things like swimming in the

on beaches in summertime. Though there

ocean or drinking beer is cooler than nor-

are many activities they could have, the

mal. Therefore, I transform the most beau-

pure and beautiful deep-blue ocean and the

tiful scenery, the ocean and the sky, into

shiny sky are the most fascinating things on

ice creams to reveal the cool feeling. Also,

beaches in Taiwan.

they interact to others just like people do

Poster Size: 297 x 420 mm

> > 49 / 50

Beach and Sea

There are two works in these section. I made both of them in hand drawing as a draft, then scan them into computer to complete. I like to draw with markers or fine point pens, sometimes even combine Chinese ink paint in my works. It is fun to me to combine different style of paint or design together.

IL L U S T R AT IO N

04/

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> > 53 / 54

The Great Recipe Client: personal work

Year: 2014

This work is a gift for my friend, Yumeng. Everything in this illustration is what she like or relevant to her. I named it as ‘the great recipe’ because it shows how to use all these things about her as ingredients to build a wonderful relationship between us. I used sharpie and marker in this work. The noticeable thing is that I used little dots but not regular technic in the detail. Also, I also put little stamps on it which is an element of Chinese ink paint, but use english in it. The words in them is some keywords of us.

04/

IL L U S T R AT IO N

The Old Man & The Sea Client: personal work

Year: 2015

The Old Man & The Sea is a classic story by Ernest Hemingway. I adapt and replace the characters of it becoming another version which is inspired by the situation Taiwanese is facing. Hundreds years ago, people said that the island of Taiwan is a big whale. In this case, this whale is the big fish in the new version story. On the other hand, the old man is replaced by a Chinese emperor. Now, he is haunting the big whale and keep claiming that he own it. Beside using sharpie and marker for sketching, I use paper towel to paint with ink. It can reveal a very strong and powerful visual effect. I scan the original draft and colorize it in the computer.

Size: 280 x 405 mm

C h u u , S h i - Y u P o r t f o lio. 2015

> > 55 / 56

I participated the art festivalÂ three times in my college, NTU. One time is as a staff, others are as a art workshop member. In those workshop, I have the opportunity to do some art work that I have never done before. Also, lectures in these workshops give me some quite different aspects to think about art or design.

05/

EX H IB IT IO N

Sleep Client: personal work

Year: 2013

This series of oil paint, Sleep, was created when I participated a workshop of NTU Art Fest, in 2013. The title is come form a book named ‘sleep’ by Haruki Murakami (村上春樹). The short novel is talking about a wom-

an’s fear of night and sleep and something unbelievable happen to her. These paint was inspired by it. I want to tell the anxiety and other emotional changes we have in our life through this work.

Size: 6F

Size: 10F

C h u u , S h i - Y u P o r t f o lio. 2015

> > 59 / 60

Size: 10F

Size: 12P

Forbidden Client: personal work

Year: 2015

it carefully, you will find that it does not

Chinese. In order to make this work more

solved any problem. People will find some

identified, I create a logotype for it. I use

way else to get what they want. On the other

laser cutter to curve letters on wood, then

hand, those forbidden behaviors and peo-

print it with ink. Therefore, the logo of this

ple sometimes are the minority. When a law

work looks mottled.

does not allow them to do something, it will This is a series of photography. It was cre-

deprive their right.

ated when I participated a workshop of NTU Art Fest, in 2015. These is a lot of things

I create three series of them, like three wise

are forbidden in our life and we might never

monkeys. Each series have a short fable. I

think about why is it. People who make the

want to express that some laws for forbid-

law maybe think that some problems would

ding something are not reasonable as these

be solved by forbid them, like smoking in

photos and fables. Also, the good result of

college, cant’t dance with music in some

the fable is the sarcasm that we finally be-

open area, and other people can’t stay over-

come who they want us to be.

night in the dorm. These thing really happen in my college. However, if you think about

The two words ‘禁止’ means forbidden in

> > 63 / 64

SMOKING I am a student, I behave well. Now I am not allowed to breathe here, so I run away for a long distant to find a place that I can breathe. Finally, I become a great runner.

STAYING OVERNIGHT I am a student, I behave well. Now I am not allowed to stay here anymore, so I slip into the place where I want to stay. If you heard something loud in the night, it is the sound of the bell in the temple. Iâ&#x20AC;&#x2122;m a monk now.

DANCING I am a student, I behave well. Now I am not allowed to dancing and play music here, so I imagine that music is still there in my ears when I keep silent. Finally, I become a mime master.

EX H IB IT IO N

05/

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> > 65 / 66

I also made a poster and cool card for the project. The poster was folded asymmetry, so the color on its back could show up. I use red and black on the back of the poster because these colors is kind of a symbol of forbidden in my culture.

Cool Card Size: 165 x 110 mm Poster Size: 411 x 550 mm Photo Size: 370 x 350 mm

INFO

褚世宇

Chuu, Shi-Yu Taipei, Taiwan

1992.04

education 2010-2015

National Taiwan University Major in Geology

2013

learning deaisn by myself

2014

Creativity and Entrepreneurship Program

work experiences 2013.09-2014.09

Taiwan Street Dance Association

2014.01-2014.04

contact ax1332@gmail.com

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