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YI ZHU (MA) SELECTED WORKS 2019-2021
CREATING EMOTIONAL YI ZHU
CONNECTIONS
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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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Typomania Conference
Adelle Type Specimen
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132
Marriott Annual Report
Ripe Fruit Writing
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152
The Beauty of Science
Three Colours: White
07 6
172
Book Cover Design
Type Classification
09 0
18 4
Asian Art Gallery
Reborn Blues Branding
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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
12
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
13
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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
PROJECT ( 01/10 ) 20
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TYPOMANIA CONFERENCE
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YI ZHU (MA) TYPOMANIA CONFERENCE
PROJECT ( 01/10 ) 24
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TYPOMANIA CONFERENCE
PROJECT ( 01/10 ) 36
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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
PROJECT ( 02/10 ) 46 47
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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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YI ZHU (MA) MARRIOTT ANNUAL REPORT
PROJECT ( 02/10 ) 56 57
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
60
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
PROJECT ( 03/10 ) 62
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THE BEAUTY OF SCIENCE
PROJECT ( 03/10 ) 64
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THE BEAUTY OF SCIENCE
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YI ZHU (MA) THE BEAUTY OF SCIENCE
PROJECT ( 03/10 ) 68 69
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THE BEAUTY OF SCIENCE
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YI ZHU (MA) THE BEAUTY OF SCIENCE
PROJECT ( 03/10 ) 74
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YI ZHU (MA) BOOK COVER DESIGN
PROJECT ( 04/10 ) 79
WITH LOVE
PROJECT FOUR
ENTWINING DESIRE
78
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
PROJECT ( 04/10 ) 80 81
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BOOK COVER DESIGN
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YI ZHU (MA) BOOK COVER DESIGN
PROJECT ( 04/10 ) 84
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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
92
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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PROJECT ( 05/10 ) 98
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ASIAN ART GALLERY
PROJECT ( 05/10 )
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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
PROJECT ( 05/10 ) 112
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YI ZHU (MA) ADELLE TYPE SPECIMEN
PROJECT ( 06/10 ) 117
CHARACTER
PROJECT SIX
MEET THIS VERSATILE
116
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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PROJECT ( 06/10 ) 1 20 121
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YI ZHU (MA) ADELLE TYPE SPECIMEN
PROJECT ( 06/10 )
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YI ZHU (MA) ADELLE TYPE SPECIMEN
PROJECT ( 06/10 ) 126 127
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ADELLE TYPE SPECIMEN
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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
134
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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YI ZHU (MA) RIPE FRUIT WRITING
P R O J E C T ( 0 7/ 1 0 ) 144
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RIPE FRUIT WRITING
P R O J E C T ( 0 7/ 1 0 )
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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
154
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
155
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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
1 74
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
175
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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
PROJECT ( 09/10 )
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179
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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
186
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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REBORN BLUES BRANDING
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REBORN BLUES BRANDING
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YI ZHU (MA) 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
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