Evoke | Portfolio

EVOKE

YI ZHU (MA) SELECTED WORKS 2019-2021

CREATING EMOTIONAL YI ZHU

CONNECTIONS

EVOKE

YI ZHU (MA) SELECTED WORKS 2019-2021

CREATING EMOTIONAL YI ZHU

CONNECTIONS

INTRODUCTION Good design is created for human beings. It evokes emotions that result in positive user experiences. Evocative design affects us before our rational and cognitive processes start working. Before we start thinking, we already have an image in our mind. It's like adding a secret ingredient to create a deep impact on the viewers.

As a designer, I like to sit and talk with my audience and listen to their stories. It's vital that an audience feel connected to my design in terms of sharing experiences and memories. My goal is to innovate effective solutions through a human-first approach.

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YI ZHU (MA) SELECTED WORKS 2019-2021

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Typomania Conference

Adelle Type Specimen

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Marriott Annual Report

Ripe Fruit Writing

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The Beauty of Science

Three Colours: White

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Book Cover Design

Type Classification

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Asian Art Gallery

Reborn Blues Branding

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YI ZHU (MA) SELECTED WORKS 2019-2021

TABLE OF CONTENTS

P H OTO G R A P H Y B Y FA B I O B R U U N

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YI ZHU (MA) TYPOMANIA CONFERENCE

PROJECT ( 01/10 ) 13

WITH TYPE?

PROJECT ONE

ARE YOU OBSESSED

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PROJECT Typomania Conference COURSE Type Systems C AT E G O R Y Conference Design INSTRUCTOR David Hake DELIVERABLES Poster Program Website App Name Badges Screen Hanging Flags Tickets Wayfinding TOOLS InDesign Illustrator Photoshop

OBJECTIVE Create campaign materials for an actual or a hypothetical deisgn conference. Design a consistent visual system that enhances its theme and concept.

APPROACH

P H OTO G R A P H Y B Y FA B I O B R U U N

I chose to redesign and expand on conference materials for the Typomania Moscow International Festival. My design concept is based on the topic and theme of the conference.

Typomania means an obsession with typography.

I used overlapping treatment on type and vivid colors to convey the idea of innovation.

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YI ZHU (MA) TYPOMANIA CONFERENCE

PROJECT ( 01/10 ) 12

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YI ZHU (MA) TYPOMANIA CONFERENCE

PROJECT ( 01/10 ) 16 17

Annik Troxler Graphic Designer

Tatiana Yakovleva Calligrapher Calligraphy teacher

Erich Scheichelbauer Trained Photographer

Julien Priez Typographer Calligrapher

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TYPOMANIA CONFERENCE

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TYPOMANIA CONFERENCE

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YI ZHU (MA) TYPOMANIA CONFERENCE

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TYPOMANIA CONFERENCE

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T H E S T. R E G I S , R O M E

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YI ZHU (MA) MARRIOTT ANNUAL REPORT

PROJECT ( 02/10 ) 43

PROJECT TWO

OF MIND

TRAVEL WITH A PEACE

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PROJECT Marriott Annual Report COURSE Type Systems C AT E G O R Y Report Design INSTRUCTOR David Hake DELIVERABLES Annual Report Book TOOLS InDesign Photoshop

OBJECTIVE Choose a company/organization and make sure it has an annual report or a CSR report online that text can be harvested from. Identify the visual language of the company/organization and design a multi-page report.

T H E S T. R E G I S , R O M E

APPROACH I chose to design the annual report for Marriott International. As a famous global hotel brand, Marriott is usually described as diverse, innovative and detail-oriented. Therefore, I developed a clean, yet energetic visual system with vivid colors and a flexible grid. I used different charts to present Marriott’s statement and progress. In Addition, I created a consistent structure with the vertical navigation to reflect preciseness.

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YI ZHU (MA) MARRIOTT ANNUAL REPORT

PROJECT ( 02/10 ) 42

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YI ZHU (MA) MARRIOTT ANNUAL REPORT

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YI ZHU (MA) MARRIOTT ANNUAL REPORT

PROJECT ( 02/10 ) 48 49

PHOTOGRAPHY BY BRIANA TOZOUR

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YI ZHU (MA) MARRIOTT ANNUAL REPORT

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MARRIOTT ANNUAL REPORT

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PHOTOGRAPHY BY FELICE C. FRANKEL

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YI ZHU (MA) THE BEAUTY OF SCIENCE

PROJECT ( 03/10 ) 61

OF SCIENCE

PROJECT THREE

REVEALING THE BEAUTY

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PROJECT The Beauty of Science COURSE Type Composition C AT E G O R Y Typography Design INSTRUCTOR John Nettleton DELIVERABLES Book TOOLS InDesign Photoshop Scanner

OBJECTIVE Choose a coffee-table book with images in it to redesign sample spreads. The book should include all the necessary components, such as text, captions, titles, subtitles, etc.

PHOTOGRAPHY BY FELICE C. FRANKEL

APPROACH Coffee-table books are delicate as they usually have large images. I chose to redesign the book called Picturing Science and Engineering.

Presenting photography through a dynamic layout is a powerful way for scientists to document and communicate their work. So I created a grid that is flexible for different scales of images, body copy and captions.

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YI ZHU (MA) THE BEAUTY OF SCIENCE

PROJECT ( 03/10 ) 60 61

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YI ZHU (MA) THE BEAUTY OF SCIENCE

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THE BEAUTY OF SCIENCE

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THE BEAUTY OF SCIENCE

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THE BEAUTY OF SCIENCE

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YI ZHU (MA) BOOK COVER DESIGN

PROJECT ( 04/10 ) 79

WITH LOVE

PROJECT FOUR

ENTWINING DESIRE

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PROJECT Book Cover Design COURSE Type Composition C AT E G O R Y Typography Design INSTRUCTOR John Nettleton DELIVERABLES Book Covers TOOLS InDesign Illustrator Photoshop

OBJECTIVE Design a series of three book covers to represent a reissue from a publisher. Each selected title should be different enough from each other to give individuality to the books; however, they all need to have some grounding elements to tie them all together.

APPROACH The books I chose are Love in the Time of Cholera, The Unbearable Lightness of Being, and Norwegian Wood. They’re all books with the theme of a tangle between love and desire. To show the contradiction and the complexity, I created two tones of voice with my handwriting.

One is soft and restraining, while another one is crazy and unbridled.

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YI ZHU (MA) BOOK COVER DESIGN

PROJECT ( 04/10 ) 78

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YI ZHU (MA) BOOK COVER DESIGN

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BOOK COVER DESIGN

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YI ZHU (MA) BOOK COVER DESIGN

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P H OTO G R A P H Y B Y M AT E U S F E L I P E

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YI ZHU (MA) BOOK COVER DESIGN

PROJECT ( 04/10 ) 88 89

A R T W O R K B Y LY N N I E Z

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YI ZHU (MA) ASIAN ART GALLERY

PROJECT ( 05/10 ) 93

PROJECT FIVE

ARTISTRY

CELEBRATING ASIAN

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PROJECT Asian Art Gallery COURSE Digital Studio C AT E G O R Y Digital Design INSTRUCTOR Phil Hamlett DELIVERABLES Website App Social Media Prototypes TOOLS InDesign Illustrator Adobe XD

OBJECTIVE Create an online design journal or gallery.

Design a website by, for, and about designers which will combine editorial content in the form of blog publishing and a social networking layer into a cohesive user experience.

A R T W O R K B Y LY N N I E Z

APPROACH I developed an online platform of artworks created by Asian artists and also artists devoted to stopping anti-Asian racism to help people better understand the contemporary art of Asia and reduce the discrimination.

I applied the principles of human-centered design in the creation of user interfaces. I used minimalistic elements and colors to emphasize the artists and their works, which are the main components of a gallery.

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YI ZHU (MA) ASIAN ART GALLERY

PROJECT ( 05/10 ) 92

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ARTWORK BY LEELEE CHAN

SUNSET CAPSULE

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YI ZHU (MA) ASIAN ART GALLERY

PROJECT ( 05/10 ) 98

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ASIAN ART GALLERY

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PA L L E T I N R E P O S E ( M A R I N E )

ARTWORK BY LEELEE CHAN

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ASIAN ART GALLERY

PROJECT ( 05/10 )

ARTWORK BY LA JOHNSON

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YI ZHU (MA) ASIAN ART GALLERY

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YI ZHU (MA) ADELLE TYPE SPECIMEN

PROJECT ( 06/10 ) 117

CHARACTER

PROJECT SIX

MEET THIS VERSATILE

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PROJECT Adelle Type Specimen COURSE Type Composition C AT E G O R Y Typography Design INSTRUCTOR John Nettleton DELIVERABLES Booklet TOOLS InDesign Illustrator Photoshop

OBJECTIVE Develop promotional material which includes a type specimen. Choose a nicely-designed typeface and make it appeal to graphic designers and a type-savvy audience.

APPROACH I chose the slab serif Adelle from the Typetogether foundry. It's a versatile typeface designed in 2009. To attract the audience, I used basic principles of graphic design to attract the target audience, such as movement, repetition, scales and contrast. I created a interesting and engaging flow to demonstrate different series and weights.

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YI ZHU (MA) ADELLE TYPE SPECIMEN

PROJECT ( 06/10 ) 116 117

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ADELLE TYPE SPECIMEN

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YI ZHU (MA) ADELLE TYPE SPECIMEN

PROJECT ( 06/10 ) 1 20 121

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YI ZHU (MA) ADELLE TYPE SPECIMEN

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YI ZHU (MA) ADELLE TYPE SPECIMEN

PROJECT ( 06/10 ) 126 127

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ADELLE TYPE SPECIMEN

PROJECT ( 06/10 )

PHOTOGRAPHY BY AARON BURDEN

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YI ZHU (MA) RIPE FRUIT WRITING

P R O J E C T ( 0 7/ 1 0 ) 135

AND BRAIN

PROJECT SEVEN

SHARPEN YOUR PENCIL

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PROJECT Ripe Fruit Writing Program Promotion COURSE Visual Literacy C AT E G O R Y Advertising Design INSTRUCTOR Hunter Wimmer DELIVERABLES Posters Booklet Websites TOOLS InDesign Illustrator Photoshop

OBJECTIVE Find signs within our environment and evolve the research for the sign we choose. Develop the ideas using the same materials as the original sign. Use the communication intent of the original piece and then create a visual system to serve the need.

PHOTOGRAPHY BY AARON BURDEN

APPROACH Among dozens of signs I found on street, I selected the promotion sign for the Ripe Fruit Writing program. I started with analyzing the message intentions of the sign and the possible formats for different messages. Based on my research, I came up with three key words: creative, passionate and elegant. I created a series of posters, a booklet, and websites to serve the need of promoting the Ripe Fruit Writing program.

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YI ZHU (MA) RIPE FRUIT WRITING

P R O J E C T ( 0 7/ 1 0 ) 134

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RIPE FRUIT WRITING

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YI ZHU (MA) RIPE FRUIT WRITING

P R O J E C T ( 0 7/ 1 0 ) 140 141

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P R O J E C T ( 0 7/ 1 0 ) 144

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RIPE FRUIT WRITING

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YI ZHU (MA) RIPE FRUIT WRITING

P R O J E C T ( 0 7/ 1 0 ) 150 151

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YI ZHU (MA) THREE COLOURS: WHITE

PROJECT ( 08/10 ) 155

OF EQUALITY

PROJECT EIGHT

REFLECTING THE COLOR

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PROJECT Three Colours: White COURSE Type Experiments C AT E G O R Y Typography Design INSTRUCTOR David Hake DELIVERABLES Movie Posters Postcards Movie Trailer TOOLS Hand Craft InDesign Premiere Pro Photoshop

OBJECTIVE Choose either Akzidenz Grotesk or Century Schoolbook and explore typographic form in a new way — the dream state — which generates unexpected results within a system. The final deliverable will be three movie posters and a movie trailer.

APPROACH I experimented with many different techniques like using liquid, ice, and sewing paper, twining thread around nails a wooden board, and even frying letter shapes in oil. After several weeks of trying different ideas, I felt the shadow projected onto chiffon matched the style of the movie I want to portray ­— Three Colours: White. Three Colours ( Red, Blue, White ) is a series directed by Krzysztof Kieślowski. Therefore, I kept the white tone and used it in my three posters, a set of postcards, and a movie trailer.

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YI ZHU (MA) THREE COLOURS: WHITE

PROJECT ( 08/10 ) 154

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YI ZHU THREE COLOURS: WHITE

PROJECT ( 08/10 ) 166 167

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THREE COLOURS: WHITE

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YI ZHU (MA) THREE COLOURS: WHITE

PROJECT ( 08/10 ) 170 171

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YI ZHU (MA) T Y P E C L A S S I F I C AT I O N

PROJECT ( 09/10 ) 175

SOMEWHERE

PROJECT NINE

WE ALL BELONG

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PROJECT Type Classification Poster Series COURSE Type Forms C AT E G O R Y Typography Design INSTRUCTOR John Nettleton DELIVERABLES Posters TOOLS InDesign Illustrator Photoshop

OBJECTIVE Design three informational posters about type classifications. The posters should work well together as a set but each one will present and promote only one type category. Use just approved typefaces that are representative of the classification. The solutions must be primarily typographic.

APPROACH I designed a series of three posters for the Lineale subcategory. I created a moving feeling through rotation. Typography is a form of letters, while it's also a composition of shapes.

The limited color usage efficiently educate the audience on the taxonomy of typefaces.

A premium is placed on clarity and meaning in order to demonstrate respect for one’s content.

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YI ZHU (MA) T Y P E C L A S S I F I C AT I O N

PROJECT ( 09/10 ) 1 74

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YI ZHU (MA) T Y P E C L A S S I F I C AT I O N

PROJECT ( 09/10 ) 176 177

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T Y P E C L A S S I F I C AT I O N

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YI ZHU (MA) T Y P E C L A S S I F I C AT I O N

PROJECT ( 09/10 ) 180 181

PHOTOGRAPHY BY ANNE NYGÅRD

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YI ZHU (MA) REBORN BLUES BRANDING

PROJECT ( 10/10 ) 187

BLUE JEANS

PROJECT TEN

YOU LOOK FABULOUS IN

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PROJECT Reborn Blues Branding COURSE Visual Thinking C AT E G O R Y Branding INSTRUCTOR David Hake DELIVERABLES Poster Website App Packaging Logo TOOLS InDesign Illustrator Adobe XD Photoshop

OBJECTIVE Create engaging and relevant solutions for the chosen topic. Identify its relevant audience and stakeholders, then find and implement visual elements in a variety of media that work together as a cohesive system.

PHOTOGRAPHY BY ANNE NYGÅRD

APPROACH I conducted very detailed research study on the social issues and I picked the topic of textile waste. Old clothes lead to a large volume of waste and are not recycled enough. To achieve a balance between fast fashion and the textile waste problem, I created a clothing leasing company named Reborn Blues. I want to call on people to start recycling their old clothes.

I developed a series of posters, websites, app, and packaging to complete and support my ideas.

The creative concept of Reborn Blues offers an eco-friendly way of shopping.

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YI ZHU (MA) REBORN BLUES BRANDING

PROJECT ( 10/10 ) 186 187

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REBORN BLUES BRANDING

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YI ZHU (MA) REBORN BLUES BRANDING

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REBORN BLUES BRANDING

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REBORN BLUES BRANDING

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YI ZHU (MA) REBORN BLUES BRANDING

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REBORN BLUES BRANDING

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YI ZHU (MA) REBORN BLUES BRANDING

PROJECT ( 10/10 ) 226 227

T O M Y F A M I LY Mom, dad, and grandma, thank you for respecting my choice and encouraging me to pursue my dream. I could not have done this without your unconditional support and endless love.

Andrew and Ina, thank you for understanding and taking care of me. Thank you for accompanying me through tough times. I feel so blessed to have you as my family.

TO MY INSTRUCTORS Thanks to Mary Scott, Phil Hamlett, David Hake, John Nettleton, Hunter Wimmer, Monica Berini, and Hilaire Fong. Thank you for guiding, inspiring, and encouraging me during the learning process of graphic design.

Your patience and dedication have helped me to keep improving and become a good designer.

TO MY FRIENDS Bableen, Mindy, Ruby, Rex, and all my classmates. Thank you for critiquing my work and inspiring me to develop my ideas. Thank you for supporting me and always standing by my side. You've made these two years so colorful and memorable.

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THANK YOU

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Evoke C O N TA C T Yi Zhu arrowzhuyi@gmail.com +1 415 297 4448 yizhu.design SCHOOL Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA MAJOR MA Graphic Design and Digital Media INSTRUCTOR Mary Scott T Y P E FAC E S Larish Neue Courier Tablet Gothic PHOTOGRAPHY Yi Zhu unsplash.com PRINTING + BINDING blurb.com TEXT + COVER STOCK Mohawk Fine Paper Uncoated 100# Image Wrap

Copyright © 2020 by Yi Zhu All rights reserved. No part of the publication may be reproduced, stored, in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without expressed written permission from Yi Zhu.

COLOPHON

TITLE OF BOOK

YI ZHU

ARROWZHUYI @ GMAIL.COM YIZHU.DESIGN