[S]PORTFOLIO

Sport port FO liO PORTFOLIO / X I A OY U N YA N G M FA 2 0 2 1 –2 0 2 4

ACADEMY OF ART UNIVERSIT Y / SAN FRANCISCO

Sport port FO liO PORTFOLIO / X I A OY U N YA N G M FA 2 0 2 1 –2 0 2 4

ACADEMY OF ART UNIVERSIT Y / SAN FRANCISCO

it‘s game day

Sportfolio embodies the drive of both my personal and professional worlds, where design meets performance, and every project feels like game day.

Project / Sportfolio

Course / MFA Graphic Design Semester / 2021-2024

Keywords/ Passionate Sporty Precision Bold Purposeful Driven

Instructor / Mary Scott

play book map

Project / 006 Lift The Play— LiNing Annual Report, Book Design

Project / 038 Dig It Deep— Interpreting Pi, Posters Movie Trailer

Project / 020 Set For Gain— Focus Experience, Exhibition

Project / 050 Rally Of Ideas— Bold New Vision, Branding Project / 086 Ride The Wave— Capturing Deep Hydration, Advertising Project / 094 Serve It Up— The Power of Brother 1816, Typography

Project / 106 Project / 126 Spike The Idea— Ace That Dare— A Minimalist Guide to More Crafting the Life You Than A Ride, Choose, Branding Book Design Project / 116 On The Net— Redefining Art and Community Experience, Digital Design

X I A O Y U N YA N G / M F A / S P O R T F O L I O

006

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00 7

L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

lift the play

Just like volleyball, this project required that I navigate all the complexities of brand identity in a competitive sports market.

Project / Lift The Play— LiNing Annual Report, Book Design

Course / Type Systems Semester / Fall 2021

Keywords/ Consistency Global Functionality Growth Exploration Market

Instructor / John Nettleton

Instructor / This annual report highlights Li-Ning’s ongoing commitment to enhancing its global presence.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

008

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00 9

L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

X I A O Y U N YA N G / M F A / S P O R T F O L I O

010

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01 1

L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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01 3

L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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014

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01 5 L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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01 7

L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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L I F T T H E P L AY

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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021

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

SET FOR GAIN

As in volleyball, this project required me to explore the connections of design, ensuring each piece coordinated for communication.

Project / Set For Gain— Focus Experience, Exhibition

Course / Type Systems Semester / Fall 2021

Keywords/ Focus Collaboration Exploration Engagement Inspiration Perspective

Instructor / John Nettleton

Instructor / The exhibition seeks to examine the pivotal role focus plays in shaping design careers and pushing limites.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

SET FOR GAIN

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O 024

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025

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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027

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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031

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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033

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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07 DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

034

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035 SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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037

SET FOR GAIN

FA L L 2 0 2 1 : T Y P E S Y S T E M S / J O H N N E T T L E TO N

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039

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

DIG IT DEEP

Just like volleyball, this project required me to delve deeply into complex themes of self-discovery and real expression.

Project / Dig It Deep— Interpreting Pi, Posters Movie Trailer

Course / Type Experiments Semester / Fall 2022

Instructor / David Hake

Keywords/ Obsession Identity Order vs. Chaos Mathematics Self-discovery Expression

Objective/ To visually reinterpret the film by exploring logic and chaos.

X I A O Y U N YA N G / M F A / S P O R T F O L I O 06

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07

X I A O Y U N YA N G / M F A / S P O R T F O L I O

042

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043

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O 044

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045

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O 046

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047

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

048

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049

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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051

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

rally of fire

Just like volleyball, this project required, me to empower tomorrow's explorers to uncover the unknown, ignite their curiosity and foster a spirit of adventure.

Project / Rally Of Fire— Bold New Vision, Branding

Course / Nature of Identity Semester / Spring 2024

Keywords/ Curiosity Exploration Discovery Adventure Identity Inspiration

Instructor / Hunter Wimmer

Instructor / A Bold New Identity for the Adventurers of Knowledge.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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053

+ R A L LY O F F I R E

+

PLANET LETTER STAR

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

R: 17 G: 24 B: 55 C: 98 M: 98 Y: 59 K: 44

DISCOVERY BLUE # 111837

20%

R: 43 G: 43 B:43

# 2A2B2B

C: 81 M: 76 Y: 74 K: 52

R: 160 G: 160 B:160

R: 124 G: 193 B: 111 C: 55 M: 0 Y: 69 K: 0

R: 213 G: 65 B: 24 C: 13 M: 87 Y: 99 K: 0

# 9FA0A0

C: 0 M: 0 Y: 0 K: 50

R: 240 G: 240 B: 240 C: 0 M: 0 Y: 0 K: 10

# EFEFEF

DISCOVERY GREEN # 7CC16F

DISCOVERY GREEN # D54118

50%

50%

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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057

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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063

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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X I A O Y U N YA N G / M F A / S P O R T F O L I O

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069 R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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071

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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075

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

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R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

06

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07

DIG IT DEEP

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

084

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085

R A L LY O F F I R E

S P R I N G 2 0 2 4 : N AT U R E O F I D E N T I T Y / H U N T E R W I M M E R

X I A O Y U N YA N G / M F A / S P O R T F O L I O

R I D E T H E WAV E

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08 7

FA L L 2 0 2 3 : M OT I O N G R A P H I C S A N D V I D E O / F R A N K P I E T R O N I G R O

ride the wave

Just like volleyball, this project required me to discover how rhythm, movement, and immersive visuals can capture attention.

Project / Ride The Wave— Capturing Deep Hydration, Advertising

Course / Motion Graphics and Video Semester / Fall 2023

Keywords/ Luxury Elegance Depth Storytelling Glow Motion

Instructor / Frank Pietronigro

Objective/ The project will showcase Hydra B5 as more than just skincare but as a luxuriou experience.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

R I D E T H E WAV E

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09 1

FA L L 2 0 2 3 : M OT I O N G R A P H I C S A N D V I D E O / F R A N K P I E T R O N I G R O

X I A O Y U N YA N G / M F A / S P O R T F O L I O

R I D E T H E WAV E

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09 3

FA L L 2 0 2 3 : M OT I O N G R A P H I C S A N D V I D E O / F R A N K P I E T R O N I G R O

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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095

SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

Serve IT UP

Just like volleyball, this project required me to refine my approach to typography, showing how types resonate with audiences.

Project / Serve It Up— The Power of Brother 1816, Typography

Course / Type Systems Semester / Fall 2021

Keywords/ Typography Impact Communication Design Readability Visuals

Instructor / John Nettleton

Objective/ To enhance Brother 1816’s recognition and encourage graphic designers to explore its potential.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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099 SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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101

SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O 102

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103 SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

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SERVE IT UP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

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SPIKE THE IDEA

FA L L 2 0 2 1 : C O M P O S I T I O N / J O H N N E T T L E TO N

spiKE the idea

Just like volleyball, this project required me to embrace imperfection and authenticity in design, highlighting self-expression and connection.

Project / Spike The Idea— A Minimalist Guide to Crafting the Life You Choose, Book Design

Course / Type Composition Semester / Fall 2021

Keywords/ Minimalism Adventure Self-sufficiency Simplicity DIY Inspiration

Instructor / John Nettleton

Objective/ A book that inspires and guides readers in embracing creative, intentional small living.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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SPIKE THE IDEA

FA L L 2 0 2 1 : C O M P O S I T I O N / J O H N N E T T L E TO N

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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11 3

SPIKE THE IDEA

FA L L 2 0 2 1 : C O M P O S I T I O N / J O H N N E T T L E TO N

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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11 5

SPIKE THE IDEA

FA L L 2 0 2 1 : C O M P O S I T I O N / J O H N N E T T L E TO N

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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ON THE NET

F A L L 2 0 2 2 : D I G I T A L D E S I G N S T U D I O / ALISHA FUND

on the net

Just like volleyball, this project required me to craft harmonized strategy to foster meaningful hub connections.

Project / On The Net— Redefining Art and Community Experience, Digital Design

Course / Digital Design Studio Semester / Fall 2022

Keywords/ Community Creativity Connectivity Artistry Exploration Innovation

Instructor / Alisha Fund

Instructor / To elevate Park Life’s online presence, driving product sales and increasing brand awareness.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

06

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07

DIG IT DEEP

F A L L 2 0 2 2 : T Y P E E X P E R I M E N T S / D A V I D HAKE

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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121

ON THE NET

F A L L 2 0 2 2 : D I G I T A L D E S I G N S T U D I O / ALISHA FUND

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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123

ON THE NET

F A L L 2 0 2 2 : D I G I T A L D E S I G N S T U D I O / ALISHA FUND

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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ON THE NET

F A L L 2 0 2 2 : D I G I T A L D E S I G N S T U D I O / ALISHA FUND

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

ace that dare

Just like volleyball, this project required me to bring a strategic, well-timed approach to design and emphasize meaningful impact.

Project / Ace That Dare— More Than A Ride, Branding

Course / Thesis Project Semester / Fall 2022Fall 2024

Keywords/ Connection Warmth International Sharing Convenience Youthful

Instructor / William Culpepper Jeremy Stout Laurie Makela John Nettleton

Objective / To exite and encourage people in San Francisco to use public transportation.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

What‘s wrong

While public transportation once fostered a sense of connection and belonging, the pandemic disrupted this role. Riders now view transit as a transactional service, focusing solely on functionality rather than as a shared space for community interactions.

This decline in emotional connection and communal pride presents a significant challenge for restoring public transit to its former prominence.

My Goal

This project aims to foster a meaningful experience that encourages more people to use and connect with San Francisco public transit system.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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133

A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

x

x

x

x

x

Materials Matrix

Efficient / APP Create a cohesive , intuitive visual design system for both the app and physical guidence throughout the transit system.

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

X I A O Y U N YA N G / M F A / S P O R T F O L I O

A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

Materials Matrix

Sustainable / Store L ink stores in high-traffic transit hubs to ser ve busy commuters and create a seamless, branded transit experience , incorporating the concept with digital screens for info and interactions.

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A C E T H AT D A R E

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159

A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

Materials Matrix

Interactive / Event To promote the brand and give back to the communit y, buses will be outfitted as f loats for local parades, such as the Pride and Giants parades, creating an engaging experience that enhances emotional connections.

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A C E T H AT D A R E

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A C E T H AT D A R E

FA L L 2 0 2 2 - 2 0 24 : T H E S I S P R OJ E C T

X I A O Y U N YA N G / M F A / S P O R T F O L I O

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P L AY B Y P L AY

FA L L 2 0 24 : P O R T F O L I O / M A R Y S C OT T

play by play

Myself / For being strong and fearless.

Volleyball / For helping me release stress and clarify my goal.

My Family / For your emotional and financial support.

Professors / For your patience, technical guidance, and critique ability, which have been invaluable in shaping my perspective and skills.

My Friends / For your unwavering support.

My Partner / For always having my back when I needed it most.

My Classmates / For your feedback and openness to listening.

X I A O Y U N YA N G / M F A / S P O R T F O L I O

Designer / Xiaoyun Yang Contact / yangxiaoyun0310@163.com xiaoyunyangstudio.site

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School / Academy of Art University Graduate School of Design Master of Fine Arts 2021-2024

Book / Title Sportfolio Printing and Binding: blurb.com

Course / Portfolio Seminar Mary Scott

Typography Komu B Acumin Variable Concept

Photography / Xiaoyun Yang Stock.com

Paper Mohawk Superfine Eggshell 100# Text

Date / 12/14/2024

FA L L 2 0 24 : P O R T F O L I O / M A R Y S C OT T

Copyright 2024 Xiaoyun Yang All rights reserved. No part of this publication may be reproduced in any manner whatsoever without permission and transmitted, distributed, in any form or by any means, including photocopying, recording and other electronic or mechanical means. Student project only, no part of this book is for commercial use.

SPORTFOLIO is an MFA portfolio project designed by Xiaoyun Yang at Academy of Art University.

xiaoyunyangstudio.site