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Sparks — of inspiration — Selected Works of Yumeng Tian


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Sparks — of inspiration — Selected Works of Yumeng Tian


[ CO PY R I G H T © 2019 ] — YUMENG TIAN

All rights reserved. No part of this publication can be reproduced without prior permission from Yumeng Tian.


To My — Parents & Kun Xie


Contents — Selected works — 01-10


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Runner, an San Francisco Marathon board game

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Amazon Spheres, an innovative office space

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A Bowl of Sunshine, a conceptual cookbook

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Greenery, a plant diary app

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Coachella, a music and art festival survival kit

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Tribe, a local experienced travel company

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Fine China, a meaningful typography book

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Mindre, a sustainable retail store

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Braille, an educational card set

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Pop Up, a digital platform for the rental of retail space

[ PACKAGING DESIGN ]

[ IDENTITIY DESIGN ]

[ TYPOGRAPHY DESIGN ]

[ UX/UI ]

[ PACKAGING DESIGN ]

[ VISUAL SYSTME ]

[ TYPOGRAPHY DESIGN ]

[ PACKAGING DESIGN ]

[ TYPOGRAPHY DESIGN ]

[ B RA N D I N G S T RAT E G I E S ]


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RUNNER

Play to win, — but enjoy the fun. — Michael Jordan


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RUNNER

01. Runner, an San Francisco Marathon board game

[ OBJECTIVE ]

[ CAT E G O RY ]

Design, create and package a board game consisting of a spinner, playing card, avatars and other game accessories.

Packaging Design [ COURSE ]

[ APPROACH ]

I was inspired by the first marathon that happened in San Francisco back in 1977. The packaging used luster finish to bring out the vivid shining color. The design features the illustration of the San Francisco map and some famous landmarks along the routes of the marathon. The colors were kept vivid, referencing the period, and different tones of teal blue and brown with yellow and red as the accent color.

Package Design 3 [ PROJECT ]

Runner [ INSTRUCTOR ]

Christine George [ TERM ]

Fall 2018


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Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

Aa H U h u 5

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9

A O a o 0

B C D E F P Q R S b c d e f p q r s 1 2 3

[ FONT ]

[ FONT ]

Los Feliz OT

Acier BAT

[ FOUNDRY ]

[ FOUNDRY ]

Emigre

Production Type

G T g t 4

H U h u 5

I V i v

J K L W X j k l w x 6 7

M Y m y 8

N Z n z 9


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AMAZON SPHERES

The Earth — is what we all have — in common. — Wendell Berry


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AMAZON SPHERES

02. Amazon Spheres, an innovative office space

[ OBJECTIVE ]

[ CAT E G O RY ]

Design a visual system that solves a problem in the real world that is important to everyone. Produce deliverables that encompass a variety of media platforms crossing interactive and print formats.

Identity Design

[ APPROACH ]

My main inspiration for this project came from the Art Nouveau movement. The concept was to combine the organic shapes of plants and the structures of architecture. I used geometrical shapes to create the dome and filled it with different images of plants. I used a dark background to focus viewers on the dome. The sans serif I used gave a minimal and futuristic feeling to the design.

[ COURSE ]

Visual Systems 1 [ PROJECT ]

Azazon Spheres [ INSTRUCTOR ]

Phil Hamlett [ TERM ]

Fall 2018


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Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

[ FONT ]

Halyard Display [ FOUNDRY ]

Darden Studio

H U h u 5

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9


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A BOWL OF SUNSHINE

Human rights start with — — breakfast. — Léopold Sédar Senghor


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A BOWL OF SUNSHINE

03. A Bowl of Sunshine, a conceptual cookbook

[ OBJECTIVE ]

[ CAT E G O RY ]

Design a conceptual recipe book, applying typographic principles to express the concept visually.

Typography Design [ COURSE ]

[ APPROACH ]

I chose to focus on recipes for breakfast bowls. I used fruit and vegetable photography, delicate body copy and fluid typesetting to express the unique qualities of the recipes. My concept revolved around the collage idea of mixing the breakfast in the bowl on the pages of the book, creating an exciting and energetic design. To add a morning feeling to the design, I used fresh vivid colors for each chapter.

Typography 3 [ PROJECT ]

A Bowl of Sunshine [ INSTRUCTOR ]

Ariel Grey [ TERM ]

Spring 2018


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Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

H U h u 5

I J K L V W X i j k l v w x 6 7

M Y m y 8

N Z n z 9

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9

[ FONT ]

Adobe Garamond [ FOUNDRY ]

Adobe Originals

Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

Aa H U h u 5

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9

A O a o 0

B C D E F G H P Q R S T U b c d e f g h p q r s t u 1 2 3 4 5

[ FONT ]

[ FONT ]

Tisa Sans Pro

Tisa Pro

[ FOUNDRY ]

[ FOUNDRY ]

FontFont

FontFont


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A BOWL OF SUNSHINE


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A BOWL OF SUNSHINE


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A BOWL OF SUNSHINE


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A BOWL OF SUNSHINE


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A BOWL OF SUNSHINE


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GREENERY

I am the angel of death to any kind of plant. — Sara Sheridan


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GREENERY

04. Greenery, a plant diary app

[ OBJECTIVE ]

[ CAT E G O RY ]

Design a successful and "out-of-the-box" interactive app that can enhance a user's experience for growing plants at home.

UX/UI [ COURSE ]

[ APPROACH ]

Greenery is a new experience for plant lovers. The app was designed in a minimal style and is user-friendly. The pastel green color with the white interface gives the user a smooth experience. It contains thoughtful features to address the users' entire needs for keeping their plants alive. I used different icons to help users quickly track the health status of their plants. The app covers all the steps to maintain their plants for a healthy appearance.

Graphic Design 3 [ PROJECT ]

Greenery [ INSTRUCTOR ]

Ravit Bennier [ TERM ]

Spring 2018


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S e l e c t e d Wo r k s

B C D E F G H P Q R S T U b c d e f g h p q r s t u 1 2 3 4 5

[ FONT ]

Helvetica Neue [ FOUNDRY ]

Linotype

I J K L V W X i j k l v w x 6 7

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YUMENG TIAN

N Z n z 9


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GREENERY

g

the Greenery


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GREENERY


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GREENERY


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GREENERY


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GREENERY


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COACHELLA

Music is the strongest form of — magic. — Marilyn Manson


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COACHELLA

05. Coachella, a music and art festival survival kit

[ OBJECTIVE ]

[ CAT E G O RY ]

Design, create and package a music and art festival survival kit for Coachella. It consists of snacks, personal care and other survival accessories.

Packaging Design [ COURSE ]

Package Design 2 [ APPROACH ]

The Coachella festival is located in the Colorado Desert. I was inspired by the bohemian style of clothing that people wear to the festival. The color and pattern were taken from this bohemian culture. The colors in the logo represent passion, pleasure and excitement. Each product has its unique pattern to show the diversity of the festival.

[ PROJECT ]

Coachella [ INSTRUCTOR ]

Christine George [ TERM ]

Spring 2018


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Aa

A O a o 0

B P b p 1

C D E F Q R S c d e f q r s 2 3

G T g t 4

H U h u 5

I V i v

J K L W X j k l w x 6 7

M Y m y 8

N Z n z 9

H U h u 5

I J K L V W X i j k l v w x 6 7

M Y m y 8

N Z n z 9

[ FONT ]

Verveine [ FOUNDRY ]

Dalton Maag

Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

Aa H U h u 5

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9

A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

[ FONT ]

[ FONT ]

Tisa Sans Pro

DIN

[ FOUNDRY ]

[ FOUNDRY ]

FontFont

ParaType


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COACHELLA


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COACHELLA


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COACHELLA


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TRIBE

Travel is never a matter of money but of courage. — Paulo Coelho


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TRIBE

06. Tribe, a local experienced travel company

[ OBJECTIVE ]

[ CAT E G O RY ]

Design a new visual system for a company that needs a wider recognition by the general public.

Visual System [ COURSE ]

[ APPROACH ]

My partner and I rebranded the company Trible to provied solo travelers an exclusive experience. The use of the serif "I" in the logo mark is represented by the words independent, indigenous and individual. We incorporates the pattern of the isoline topographic map to represant the travel. The photography style is kept simple and clean to show the mood. We designed an exclusive kit for each customer for a better travel experience.

Visual System 2 [ PROJECT ]

Tribe [ INSTRUCTOR ]

Tom Sieu [ TERM ]

Spring 2019 [ TEAM MEMBER ]

Yaling Li


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Aa A O a o 0

B C D E F G H I J K L M P Q R S T U V W X Y b c d e f g h i j k l m p q r s t u v w x y 1 2 3 4 5 6 7 8

[ FONT ]

Berthold Akzidenz Grotesk [ FOUNDRY ]

Berthold

N Z n z 9


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TRIBE


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TRIBE


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TRIBE


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FINE CHINA

This is — the porcelain clay of human kind. — John Dryden


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FINE CHINA

07. Fine China, a meaningful typography book

[ OBJECTIVE ]

[ CAT E G O RY ]

Design an engaging book for Chinese porcelain, acting as an introduction to letters, type settings, and visual hierarchy.

Typography Design [ COURSE ]

[ APPROACH ]

Porcelain has a significant role in Chinese history. The book uses the signature blue color taken from Chinese porcelain. The minimal and elegant design style lets the viewer focus more on the typesetting. The consistent use of photography shows the detail of Chinese porcelain.

Typography 2 [ PROJECT ]

Fine China [ INSTRUCTOR ]

David Hake [ TERM ]

Fall 2016


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Aa A O a o 0

B C D E F G H P Q R S T U b c d e f g h p q r s t u 1 2 3 4 5

Aa I J K L V W X i j k l v w x 6 7

M N Y Z m n y z 89

A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

[ FONT ]

[ FONT ]

Baskerville

ITC Franklin Gothic Std

[ FOUNDRY ]

[ FOUNDRY ]

Linotype

Adobe Fonts

H U h u 5

I J K L V W X i j k l v w x 6 7

M Y m y 8

N Z n z 9


Chapter One

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FINE CHINA

青 花 瓷

BLUE AND WHITE PORCELAIN

01 / 02


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FINE CHINA


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FINE CHINA


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AMAZON SPHERES


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FINE CHINA


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FINE CHINA


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MINDRE

The simplest things are often the — truest. — Richard Bach


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MINDRE

08. Mindre, a sustainable retail store

[ OBJECTIVE ]

[ CAT E G O RY ]

Design a retail store made for the conscious consumer. We are here to provide sustainably-produced products made with natural materials. Our products are highly durable and functional, without compromising beautiful design.

Packaging Design

[ APPROACH ]

This brand was developed as part of a group project. I was assigned to be in charge of one of the sub-brands, "Cloudberry." Some of my responsibilities included presenting design concepts of products for every meeting, find the right products for Cloudberry, and help out other team members for design directions. Together, we developed four sub-brands for the store and designed packaging for various categories within the brands.

[ COURSE ]

Package Design 4 [ PROJECT ]

Mindre [ INSTRUCTOR ]

Thomas McNulty [ TERM ]

Spring 2019 [ MEMBER ]

Taisiya Teslya, Yaling Li Xiaoxiao Ma, Sitong Yu


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Aa A O a o 0

B C D E F G H P Q R S T U b c d e f g h p q r s t u 1 2 3 4 5

[ FONT ]

Frutiger LT Std [ FOUNDRY ]

Linotype

I J K L V W X i j k l v w x 6 7

M Y m y 8

N Z n z 9


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MINDRE


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[ R E TA I L S TO R E ]

[ TAG L I N E ]

Back to basics

[ BRAND BACKGROUND ]

We are a retail store made for the conscious consumer — the one who cares about transparency and ethics in business. We are here to provide sustainably-produced products made with natural materials. Our products are highly durable and functional, without compromising beautiful design.


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MINDRE

[ SUB BRAND ]

[ CAT E G O RY ]

Food Brand [ KEYWORDS ]

Organic Local Farming Seasonal [ SUB BRAND ]

[ CAT E G O RY ]

Kids Brand [ KEYWORDS ]

Sustainable Future Memories Wooden Toys [ SUB BRAND ]

[ CAT E G O RY ]

Wellness Brand [ KEYWORDS ]

Natural Delicate Fresh [ SUB BRAND ]

[ CAT E G O RY ]

Kitchen Brand [ KEYWORDS ]

Humanity Creativity Scandinavian


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MINDRE


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AMAZON SPHERES


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MINDRE


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MINDRE


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MINDRE


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BRAILLE

I can't see it, but I can feel it with my hand. — Yumeng Tian


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BRAILLE

09. Braille, an educational card set

[ OBJECTIVE ]

[ CAT E G O RY ]

Develop braille as the concept that represents the characteristics of the chosen typeface. Each card should reflect a unique aspect of the selected font.

Typography Design [ COURSE ]

Typography 2 [ APPROACH ]

I chose to design a card set based on the use of the typeface Trade Gothic. Each card showcases a different element of typesetting. The card set was designed for those who want to explore braille through the cards. The cards are filled with braille, texture, and words to guide people who are curious about the use of the Trade Gothic font.

[ PROJECT ]

Braille [ INSTRUCTOR ]

David Hake [ TERM ]

Fall 2016


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Aa A O a o 0

B C D E F G P Q R S T b c d e f g p q r s t 1 2 3 4

[ FONT ]

Trade Gothic [ FOUNDRY ]

Linotype

H U h u 5

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9


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POP UP

Sell the results, not the nuts — and bolts. — Richie Norton


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10. Pop Up, a digital platform for the rental of retail space

[ OBJECTIVE ]

[ CAT E G O RY ]

To rebrand an existing company and create a brand guidelines book that governs the composition, design, and general look-and-feel of the brand.

Branding Strategies [ COURSE ]

Strategies For Branding [ APPROACH ]

To connect people with unique spaces. The structure of the logo was inspired by floor plans and it was made of geometrical shapes. Different fonts represent a different experience that customers will have when entering each retail space. The vibrant color in combination with the black background creates excitement. Different shapes of the patterns were included to reinforce the brand statement.

[ PROJECT ]

Pop Up [ INSTRUCTOR ]

David Scott [ TERM ]

Fall 2018


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Aa A O a o 0

B C D E F G H P Q R S T U b c d e f g h p q r s t u 1 2 3 4 5

[ FONT ]

Azo Sans [ FOUNDRY ]

Adobe Fonts

I J K L M V W X Y i j k l m v w x y 6 7 8

N Z n z 9


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Special thanks. Family, friends, & instructors


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Acknowledgments

Thanks to all the amazing people that have made my journey a complete success.

[ F A M I LY A N D F R I E N D S ]

Guangjun Tian, Hong Yan, Kun Xie, Mei & Miron Costant, Erica Shumaker, Penny, Alvin & Max, and all my friends [ INSTRUCTORS ]

Mary Scott, Phil Hamlett, Thomas McNulty, David Scott, Tom Sieu, Christine George, Ariel Grey, Ravit Bennier, David Hake


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Colophon

[ DESIGNER ]

Yumeng Tian [ ACADEMY OF ART UNIVERSITY ]

School of Graphic Design [ PRINTING & BINDING ]

Blurb.com [ PAPER ]

Proline Uncoated 100# [ TYPOGRAPHY ]

Miller Display PT Sans [ PRODUCT PHOTOGRAPHY ]

Yumeng Tian [ PHOTO CREDIT ]

Unsplash.com [ CO N TACT ]

Yumeng Tian tianoriginal@gamil.com 626. 688. 4335. tianoriginal.com


Yumeng — Tian


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— yumengtian.com

Profile for Yumeng Tian

Yumeng Tian Portfolio  

Yumeng Tian Portfolio