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I am opening the door to a fantastic future in this wide wonderful world of design. ―

Objective To design a portfolio that showcases a variety of projects spanning several years of study in graphic design and digital media. This book includes typography, package design, branding and user interface design.

Approach I wanted to express brand meaning and the stories behind the companies. I created a cohesive system to integrate the different projects together using a palette that presents each project with its own color. I used two sans serif typefaces. The display typeface is bold and in different colors, and it is contrasted with small, black body copy. Each chapter introduces a different design problem and solution.

Xiao Jia Selected Works Course Senior Portfolio

Instructor Mary Scott School Academy of Art University


I am opening the door to a fantastic future in this wide wonderful world of design. ―

Objective To design a portfolio that showcases a variety of projects spanning several years of study in graphic design and digital media. This book includes typography, package design, branding and user interface design.

Approach I wanted to express brand meaning and the stories behind the companies. I created a cohesive system to integrate the different projects together using a palette that presents each project with its own color. I used two sans serif typefaces. The display typeface is bold and in different colors, and it is contrasted with small, black body copy. Each chapter introduces a different design problem and solution.

Xiao Jia Selected Works Course Senior Portfolio

Instructor Mary Scott School Academy of Art University


―

2019 Š All rights reserved. No part of this publication can be reproduced, put in a retrieval system, or transmitted in any form as well as any means electronic, mechanical photocopying, recording or otherwise without the permission from Xiao Jia.


To my mom and dad.


Contents


Project 1 Simple Salad Dishes

011

Project 2 Armistice Brewing

033

Project 3 Xiamen Airlines

051

Project 4 Airbnb Brand Packaging

073

Project 5 Kitchen Love App

103

Project 6 Caperlan Fishing Reel

123

Project 7 Sustainable Architecture

137

Project 8 SFIAF Event Logo

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P R OJ E C T 1

SIMPLE SALAD DISHES

Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated. ―

Objective To design a book for people who want to create healthy and simple salads quickly.

—Paul Rand

Approach I used simple graphics and clean, serene photography that showed the ingredients and the final dish. I wanted to help the reader to easily access the information, so I created an approachable layout with easily and clear identifiable areas, such as for preparation times and serving sizes. For the body copy, I chose to use the Adobe Garamond which pairs well with Helvetica Neue.

Semester Fall 2017 Course Typography 3

Instructor Ariel Grey Project Simple Salad Dishes

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P R OJ E C T 1

SIMPLE SALAD DISHES

Key Words Simple Fresh Health Convenient

Visual System ―

Primary Typeface

Helvetica Neue Light

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

Adobe Garamond Pro Regular

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 1

SIMPLE SALAD DISHES

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P R OJ E C T 1

SIMPLE SALAD DISHES

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P R OJ E C T 1

SIMPLE SALAD DISHES

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P R OJ E C T 1

SIMPLE SALAD DISHES


XIAO JIA

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P R OJ E C T 1

SIMPLE SALAD DISHES

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P R OJ E C T 1

SIMPLE SALAD DISHES

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P R OJ E C T 2

ARMISTICE BREWING

Curiosity about life in all its aspects, I think, is still the secret of great creative people. ―

Objective Create a series of beer labels and a beer carrying case for Armistice Brewing Company.

—Leo Burnett

Approach Armistice Brewing Company is a sibling-owned beer company that was established in Richmond, California in 2012. I redesigned the current beer label by using different colors to present the beer flavors. I went to that store and took a look at their environment. Then, I drew an illustration based on their brand, changing the color for each beer label. I also used the typeface Din to make the content clear.

Semester Summer 2018 Course Package Design 3

Instructor Thomas McNulty Project Armistice Brewing

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P R OJ E C T 2

ARMISTICE BREWING

Key Words Local Craftsmanship Premium Passion

Visual System ―

Primary Typeface

Din 2014 Bold

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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XIAO JIA

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P R OJ E C T 2

ARMISTICE BREWING

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P R OJ E C T 2

ARMISTICE BREWING

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P R OJ E C T 2

ARMISTICE BREWING

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P R OJ E C T 2

ARMISTICE BREWING

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P R OJ E C T 3

XIAMEN AIRLINES

A logo derives meaning from the quality of the thing it symbolizes, not the other way around. ―

Objective Rebrand Xiamen Airlines to promote its professional services and increase its presence in the global marketplace.

—Paul Rand

Approach Xiamen Airlines is a Chinese passenger airline, established in Xiamen, Fujian Province in 1984. The project was a redesign of their current brand and application system. The spirit of Xiamen Airlines is embodied in a local mascot, the crane, as the symbol of the brand. I continued to use the crane, but redesigned its shape and used a different color palette to show an energetic brand that represents the local Chinese culture and makes the brand more approachable.

Semester Spring 2018 Course Strategies for Branding

Instructor Thomas McNulty Project Xiamen Airlines

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P R OJ E C T 3

XIAMEN AIRLINES

Key Words Confident Success Professional Reliable

Visual System ―

Primary Typeface

Din 2014 Bold

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

Univers 45 Light

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 3

XIAMEN AIRLINES

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

The role of the desiger is that of a good, thoughtful host anticipating the needs of his guests. ―

Objective Create a sub-brand for Airbnb that allows users to experience a unique and exciting product that provides knowledge and awareness of the diverse perspectives throughout the world.

—Charles Eames

Approach Airbnb is a global travel community that offers magical end-to-end trips, including where you stay, what you do and the people you meet. Our team developed a line of artisanal goods. It achieves by using simple image and consistent typefaces. Also, it used the modern and similar color to make our packages inspirational, honest and functional.

Semester Fall 2018 Course Package Design 4

Instructor Thomas McNulty Project Airbnb Brand Packaging

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

Key Words Confident Success Professional Reliable

Visual System ―

Primary Typeface

Airbnb Cereal Book

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

Gotham Light

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 075


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Brand Matrix ―

Main Brand

Sub‒brands

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

Location

About

Home Line

Products

Key Words

World, At Home.

ceramics, linens baskets, candles.

Travel Line

Products

Travel with Ease.

toiletrie kits, compact electronics, sos kits.

Key Words

Experience Line

Products

Key Words

San Francisco Seattle Chicago New York.

Tagline

Tagline

Tagline

Create Memories Anywhere.

Airbnb is a global travel community that offers magical end-to-end trips, including where you stay, what you do and the people you meet.

coffee & tea, spices pasta, appliances.

crafted, artisan authentic, cultural.

convenient, comfort ease, adventure.

explore, memories growth, diversity.

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 4

A I R B N B B R A N D PA C K A G I N G

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P R OJ E C T 5

KITCHEN LOVE APP

Content precedes design. Design in the absence of content is not design, it’s decoration. ―

Objective Create an App that could give people some recommendations and give them some inspirations that what to cook for a meal. ​

—Jeffrey Zeldman

Approach In our current daily life, we always need to make a decision that what would we cook for our family or ourself. Once people were deciding what to have for meal. They had recently eaten this, tried that and people just had no ideas what to cook. So I designed an App that could advise people some good meal recipe. An app that allows you to select ingredients you have in your fridge and get some interesting recipes that allows people to create their own meal.

Semester Fall 2017 Course Graphic Design 3

Instructor Ariel Grey Project Kitchen Love App

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P R OJ E C T 5

KITCHEN LOVE APP

Key Words Delicious Gourmet Friendly Organized

Visual System ―

Primary Typeface

Helvetica Neue Regular

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

SF Pro Text Light

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 5

KITCHEN LOVE APP

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P R OJ E C T 5

KITCHEN LOVE APP

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P R OJ E C T 5

KITCHEN LOVE APP

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P R OJ E C T 5

KITCHEN LOVE APP

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P R OJ E C T 5

KITCHEN LOVE APP

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P R OJ E C T 6

CAPERLAN FISHING REEL

Design is not just what it looks like and feels like. Design is how it works. ―

Objective Create a new fishing package system for Caperlan company that makes people feel more professional and popular.​

—Steve Jobs

Approach Caperlan is a France sub-brand of Decathlon Group that established in 1976. It offers the series fishing equipment and provide a new dimension to our sport to give it a future. I redesigned the current fishing equipment packaging with serveral products series. I used the typeface of Univers as the main font and kept the different colors to show the different types of products.

Semester Summer 2018 Course Package Design 3

Instructor Thomas McNulty Project Caperlan Fishing Reel

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P R OJ E C T 6

CAPERLAN FISHING REEL

Key Words Sports High Quality Engaging Straightforward

Visual System ―

Primary Typeface

Univers 55 Roman

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 6

CAPERLAN FISHING REEL

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P R OJ E C T 6

CAPERLAN FISHING REEL

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P R OJ E C T 6

CAPERLAN FISHING REEL

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P R OJ E C T 7

S U S TA I N A B L E A R C H I T E C T U R E

It’s through mistakes that you actually can grow. You have to get bad in order to get good. ―

Objective Create a cohesive communication strategy around a topic and execute all pieces for a target audience.

—Paula Scher

Approach We understand how people want to change the cruel conditions of our environment. Many of us already have started to reduce carbon dioxide emissions. However, people still don’t quite have idea what it is all about and how buildings contribute to environmental pollution. I chose this topic and developed the design system. It can educate people that sustainable architecture is good for the environment and benefits all of us.

Semester Fall 2018 Course Visual Systems 2

Instructor Megumi Kiyama Project Sustainable Architecture

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XIAO JIA

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P R OJ E C T 7

S U S TA I N A B L E A R C H I T E C T U R E

Key Words Sports High Quality Engaging Straightforward

Visual System ―

Primary Typeface

Univers 65 Bold

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

Adobe Garamond Pro Regular

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 7

S U S TA I N A B L E A R C H I T E C T U R E

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P R OJ E C T 7

S U S TA I N A B L E A R C H I T E C T U R E

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P R OJ E C T 7

S U S TA I N A B L E A R C H I T E C T U R E

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P R OJ E C T 8

SFIAF EVENT LOGO

Doing something a long time does not mean you're good. It only means you've done it a long time. ―

Objective Design a logo for an event of the San Francisco International Arts Festival (SFIAF) and implement different kinds of deliverables, such as a poster, ticket, paper system and social media, etc.

—Ed Benguiat

Approach My goal is to create cross-cultural performances that will expand the audience's artistic horizons, develop stronger community connections, have an extended shelf-life for the work and yield subsequent earned-income opportunities. I designed a new logo and explored applications to show people a new style to attract a larger and more international audience.

Semester Spring 2017 Course Graphic Design 2

Instructor Thomas McNulty Project SFIAF Event Logo

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P R OJ E C T 8

SFIAF EVENT LOGO

Key Words Clean Memorable International Bold

Visual System ―

Primary Typeface

Univers 65 Bold

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ―

Secondary Typeface

Helvetica Neue Light

Aa Bb Cc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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P R OJ E C T 8

SFIAF EVENT LOGO

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P R OJ E C T 8

SFIAF EVENT LOGO

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SFIAF EVENT LOGO

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P R OJ E C T 8

SFIAF EVENT LOGO

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Thank you all very much!


To my family I am very grateful for my mom and dad. Over the past five years, you always encouraged and helped me when I had some difficulties. This experience will be my most memorable time throughout my life. I would not have succeeded without your support. I want to thank you encourage me and believe in me. I love you so much!

To my instructors Mary Scott, Thomas McNulty, Ariel Grey, Megumi Kiyama, Paul Derby, John Nettleton and Aries Nunez. Thank you for inspiring me and helping me to grow as a professional designer. I have learned a lot of knowledge from you. Thank you all for helping me during my studenthood!

To my friends Sindhu Merugu, Ziming Liu, Hankai Yan, Hongshuo Li, Andrew Xu, Adrian Rahul Raj, Francis Wu, Shanshan Gao and many others I had pleasure to meet at AAU, who stood behind me and encourage me to keep going!


Xiao Jia ―

Contact Xiao Jia (628) 999‒3142 Xiaojiasf6@gmail.com davidxiaojia@yahoo.com xiaojiadesign.com

School Academy of Art University School of Graphic Design & Digital Media

Printing Blurb

Photography Xiao Jia Misha Averyaskin

Typeface Helvetiva Neue Source Sans Pro

Instructor Mary Scott


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