Portfolio by zhaoxinli

UNFOLDING INTUITION //SELECTED WORKS OF ZHAOXIN LAYCIE LI// 2021 – 2023

UNFOLDING INTUITION INTRODUCTION

“Unfolding Intuition” is a portfolio showcasing my design during my Master of Art degree from the Academy of Art University. In my creative process, I rely on intuition to capture those indescribable artistic inspirations, which often become the source of uniqueness and innovation in my work. In my design process, I build the foundations with my professional skills, then intuition comes in like a compass in my journey, helping me select from a multitude of possibilities those elements that best align with my creative vision and project goals. This portfolio is not only a display of my professional abilities but also an exploration of how intuition complements my professional practice.

PORTFOLIO// UNFOLDING INTUITION //GRAPHIC DESIGN & DIGITAL MEDIA

TABLE OF CONTENTS//

01 PAGE 003

IASDR 2021 CONFERENCE VISUAL DESIGN

02 PAGE 027

PLANT CARE APPLICATION

03 PAGE 047

GYMBOREE REBRANDING

BEST BUY ANNUAL REPORT

06 PAGE 123

A SERIES OF COVER DESIGNS

07 PAGE 139

EXCELSIOR COFFEE APPLICATION AND WEBSITE

08 PAGE 157

TRAVEL SAFETY FOR WOMEN

09 PAGE 203

DUNBAR TYPE SPECIMEN PROMOTION

UNFOLDING INTUITION

05 PAGE 105

Z H A O X I N // L AY C I E L I , M A

SEEING ALL THINGS RED

PAGE 001

04 PAGE 087

[01]

PROJECT [01] 02 03 04 05 06 07 08 09

PROJECT

IASDR 2021 CONFERENCE DEPROJEC T 01/09

COURSE GR 601 TYPE SYSTEMS// *IASDR 2021 CONFERENCE VISUAL DESIGN

PAG E 0 03

Semester

Fall 2022

Deliverables

Poster Concept, AR Poster, Brochure, Postcard, Website, App, Zoom Background

*International Association of Societies of Design Research

UNFOLDING INTUITION

John Nettleton

Z H A O X I N // L AY C I E L I , M A

Instructor

PROJECT

[01]

//DESIGN THE PRINTED MATERIALS FOR AN ACTUAL DESIGN CONFERENCE.

IASDR 2021 CONFERENCE VISUAL DESIGN IASDR 2021 is the ninth Congress of the International Association of Societies of Design Research. The overarching theme of IASDR 2021 is ‘[ _ ] With Design: Reinventing Design Modes’. This overarching theme wishes to solicit the definition of new frameworks, models, methods, products, and unexpected outcomes in this questioning of the future of design.

APPROACH

I used perspective grids and 3D motion graphics as the main visual elements to show a futuristic design. Since the location of the conference is in Hong Kong, some Chinese language elements were incorporated into the design. The visual combination of these various elements injects a sense of modernity and vitality to the conference theme. The interlocking rotation and expansion of the 3D elements aim to signify the interplay and development of various design modules of the conference.

PROJEC T 01/09

OBJECTIVE

IASDR 2021 CONFERENCE DESIGN

PROJECT 01

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[01]

PROJECT 01

IASDR 2021 CONFERENCE DESIGN

ZHAOXIN LAYCIE LI, MA INTUITION UNLEASHED

IASDR 2021 CONFERENCE DESIGN

PROJEC T 01/09

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PROJECT

[02]

P L A N T C A R E A P P L I C AT I O N PROJECT 02/09

COURSE WNM 606// USER EXPERENCE DESIGN //PLANT CARE APPLICATION

PAGE 027

Semester

Fall 2021

Categories

UX Design, Heuristic Review, Task Flows, Digital Wireframes, UI Design, Clickable Prototype

UNFOLDING INTUITION

Fred McHale

Z H A O X I N // L AY C I E L I , M A

Instructor

PROJECT

[02]

//PROVIDE USERS WITH A SEAMLESS, ENJOYABLE EXPERIENCE OF PLANT CARE THROUGH INTUITIVE UX/UI DESIGN.

PLANT CARE APPLICATION The purpose of the project is to design an app that will help plant owners keep their plants alive and well. We do that by providing plant-specific knowledge, planning watering schedule, and diagnosing plant diseases.

APPROACH

This plant care application needs to be user centered and personal. I conducted research, created personas, defined functionality, and developed wireframes and high-fidelity designs. After the initial prototype, I conducted more user testing to help me further refine the interface to become a clickable prototype.

PROJECT 02/09

OBJECTIVE

P L A N T C A R E A P P L I C AT I O N

PROJECT 02

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P L A N T C A R E A P P L I C AT I O N

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PROJECT

[03]

GYMBOREE REBR ANDING PROJECT 03/09

COURSE GR 604// THE NATURE OF IDENTITY// GYMBOREE REBRANDING

PAGE 0 47 Z H A O X I N // L AY C I E L I , M A

Hunter Wimmer

Semester

Spring 2023

Deliverables

The Visual Strategy Guide Book, The Visual Development Guide Book, The Visual Standards Guide Book, Website

UNFOLDING INTUITION

Instructor

PROJECT

[03]

//KEEP THE BRAND SOUL AND DESIGN A NEW BRAND IDENTITY FOR GYMBOREE, INCLUDING STRATEGY, DEVELOPMENT AND VISUAL STANDARDS.

GYMBOREE REBRANDING Select a dead, dying, or defunct brand, and create a new visual identity while maintaining its core brand value. Also, develop brand strategies and development guidelines for the selected brand in order to create more business opportunities.

APPROACH

I chose GYMBOREE for the rebranding process. Firstly, I performed a brand study to distill the core values and soul of the brand. Then based on the brand soul, I designed a new visual identity and business system centered on “helping kids grow up”. The new brand strategy is also to transform a children’s clothing brand into a brand that focuses on children growth, which expands into a broad range of business opportunities that can make the brand thrive.

PROJECT 03/09

OBJECTIVE

GYMBOREE REBR ANDING

PROJECT 03

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SEEING ALL THINGS RED PROJECT 04/09

COURSE GR 613// TYPOGRAPHIC EXPERIMENTS // SEEING ALL THINGS RED

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Kathryn Morgan

Semester

Spring 2023

Deliverables

9 Posters of Color Experiments, Package Design

UNFOLDING INTUITION

Instructor

PROJECT

[04]

//EXPERIMENT TYPOGRAPHY WITH THINGS AND MEANINGS ABOUT THE COLOR RED.

SEEING ALL THINGS RED Choose a color for typography experiments. Experiment with associations and combinations of things and meanings related to the chosen color for design experiments, and deliver a series of posters.

APPROACH

I chose red as the color for the typography experiment. I started with research and brainstorming about things and meanings related to the color red, as well as sketching out the ideas. Then I built up those sketches with physical objects, photographed the physical products, and displayed them in the posters after some digital refinement.

PROJECT 04/09

OBJECTIVE

SEEING ALL THINGS RED

PROJECT 04

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[04]

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SEEING ALL THINGS RED PROJEC T 0 4/09

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[04]

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[04]

SEEING ALL THINGS RED

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PROJECT

[05]

BEST BUY ANNUAL REPORT PROJECT 05/09

COURSE GR 601 // TYPE SYSTEMS //BEST BUY ANNUAL REPORT

PAG E 105

Semester

Fall 2022

Categories

Editorial Design, Typography, Graphs and Charts Design, Data Visualization

UNFOLDING INTUITION

John Nettleton

Z H A O X I N // L AY C I E L I , M A

Instructor

PROJECT

[05]

//REDESIGN BEST BUY’S ANNUAL REPORT, WHICH DETAILS THE COMPANY’S FINANCIAL CONDITION OF THE YEAR.

BEST BUY ANNUAL REPORT The goal of the project is to select a company to redesign their annual report. The information was communicated to the audience through data visualization, photos, and typography.

APPROACH

I chose to redesign the annual report for Best Buy. Following the creation of the brief and mood board, I made the strategic decision to incorporate the brand’s signature blue color as the primary hue. Employing the duotone effect in the images, I carefully selected sans-serif fonts to enhance readability. The charts and graphs were meticulously crafted to ensure simplicity and clarity. The overall style was curated with a modern aesthetic, harmonizing seamlessly with the company’s identity.

PROJECT 05/09

OBJECTIVE

BEST BUY ANNUAL REPORT

PROJECT 05

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[05]

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[05]

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[05]

BEST BUY ANNUAL REPORT

PROJECT 05/09

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[05]

BEST BUY ANNUAL REPORT

PROJECT 05/09

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PROJECT

[06]

SERIES OF COVER DESIGNS PROJECT 06/09

COURSE GR 619// TYPE COMPOSITION // A SERIES OF COVER DESIGNS

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John Nettleton

Semester

Fall 2021

Categories

Book Cover Design, Typography

UNFOLDING INTUITION

Instructor

PROJECT

[06]

//DESIGN THE COVERS OF THREE UNIVERSE SCIENCE FICTION NOVELS.

SERIES OF COVER DESIGNS Pick a book series, and redesign their book covers, which include front covers, spine covers, and back covers, in order for them to have a cohesive style when publisher reprint them.

APPROACH

I chose three science fiction novels, all of which were universe-related stories. After sketching out several concepts, I settled on a more mysterious design and including elements related to the universe. The background color is black, which adds to the mystery and adds a feeling of broadness and endlessness to the visual. Then I chose the nebula element to represent the universe, and the color of the nebula varies for each of the book. On top of the nebula, I added in some stars, mixed in with unordered decorative texts that look liked dimmed stars, which further add to the mysterious and universe theme.

PROJECT 06/09

OBJECTIVE

A SERIES OF COVER DESIGNS

PROJECT 06

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[06]

A SERIES OF COVER DESIGNS Z H A O X I N // L AY C I E L I , M A UNFOLDING INTUITION

THE MARTIAN By Andy Weir A thrilling science fiction novel about astronaut Mark Watney, who is stranded on Mars after a storm and presumed dead by his crew. Facing isolation, Watney uses his wits and scientific knowledge to survive in the harsh Martian environment with limited supplies. This gripping tale combines humor, science, and human resilience, making it a compelling read and a modern classic in the genre.

PAGE 127

STORIES OF YOUR LIFE AND OTHERS PAPERBACK By Ted Chiang A collection of science fiction short stories by acclaimed author Ted Chiang. This compilation showcases Chiang’s unique blend of speculative fiction and deep philosophical inquiry. Highlights include “Story of Your Life,” which inspired the film “Arrival,” exploring linguistics and free will. The stories ponder humanity’s place in the universe, the nature of consciousness, and the fabric of reality, marking Chiang as a singular voice in the genre.

PROJECT 06/09

ENDER’S GAME By Orson Scott Card A gripping sci-fi novel set in a future where child prodigy Ender Wiggin is trained in an advanced military academy to save humanity from an alien threat. This intense, strategic, and emotional journey questions the ethics of war and the making of a leader under the shadow of an impending interstellar conflict.

PROJECT

[06]

A SERIES OF COVER DESIGNS

PROJECT 06/09

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[06]

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[06]

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[06]

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[07]

E XC EL S I O R CO F F EE A P P L I C AT I O N P R O J E C T 0 7/ 0 9

COURSE GR 605// DIGITAL DESIGN STUDIO// EXCELSIOR COFFEE APPLICATION AND WEBSITE

PA G E 1 3 9 Z H A O X I N // L AY C I E L I , M A

Lloyd Mitchell

Semester

Spring 2022

Categories

UX Design, UI Design, Application, Website

UNFOLDING INTUITION

Instructor

PROJECT

[07]

//REDESIGN WEBSITE AND APPLICATION FOR THE EXCELSIOR COFFEE.

EXCELSIOR COFFEE APPLICATION Choose a neighborhood store and redesign its website: research user needs, create Mapsite, sketch out the storyboard, make wireframes, and complete the design of the website and application.

APPROACH

I chose to redesign the website of Excelsior Coffee, a cafe in Mission Street, San Francisco. The original website contains merely the symbol, address, three pictures of their products, and simple “about” and “contact” pages. After completing the story board, I realized one essential functionality is missing– order from a menu Online. Therefore, I designed an application to allow users to order delivery from the coffee menu on their mobile phone. At the same time, I extended the functionality of the website to allow Online shopping and refined the website layout.

P R O J E C T 0 7/ 0 9

OBJECTIVE

E XC EL S I O R CO F F EE A P P L I C AT I O N

PROJECT 07

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[07]

E XC EL S I O R CO F F EE A P P L I C AT I O N

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[07]

E XC EL S I O R CO F F EE A P P L I C AT I O N

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[07]

E XC EL S I O R CO F F EE A P P L I C AT I O N

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[07]

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[07]

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[07]

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PROJECT

[08]

TR AVEL SAFET FOR WOMEN PROJECT 08/09

COURSE GR 620// VISUAL THINKING // TRAVEL SAFETY FOR WOMEN

PA G E 1 5 7

Semester

Spring 2022

Categories

Brand Strategy, Logo Design, Posters, Brochure, Instruction Cards, ID Badges, Cups, Pin, App, Website

UNFOLDING INTUITION

Sandra Isla

Z H A O X I N // L AY C I E L I , M A

Instructor

PROJECT

[08]

//DESIGN A TRAVEL SAFETY SERVICE BRAND TO HELP WOMEN ENJOY TRAVELING.

TRAVEL SAFETY FOR WOMEN OBJECTIVE

The purpose of the project is to design a problem-solving brand to address a social issue surfaced from a recent social news, and to create a series of brand strategies, visual identities and deliverables for the brand.

APPROACH

I chose to design a travel safety brand for women. There was an unfortunate incident where a solo female traveler was stalked during her trip and sexually assaulted inside a hotel. PROJECT 08/09 PA G E 1 5 9

This brand aims to prevent tragedies like this in the future, and to give female travelers a peace of mind while traveling. Upon researching user needs, I realized that solo female travelers are the most victimized group of people, and many of them lack the necessary safety precautions and experience when planning a trip. Therefore, I created a women’s travel safety course and designed related materials. In this course, the participants can learn about identifying typical safety red flags and ways to research the safety of their destinations. Also, in the course, they can network with each other and potentially travel together so they can look after each other during the trip. Next, for the emergent situations, I designed an app that can allow a safety center to track the users’ locations real time and respond to the users’ call for help on the tap of the button.

TR AVEL SAFET FOR WOMEN

PROJECT 08

And finally, my brand would collaborate with hotels to provide more safety features and services for the travelers. The users can filter by the safety system equipped in the hotel on our booking website, and we will provide some safety accessories upon checking in. Z H A O X I N // L AY C I E L I , M A UNFOLDING INTUITION

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[08]

TR AVEL SAFET FOR WOMEN

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COURSE GR619// TYPE COMPOSITION // DUNBAR TYPE SPECIMEN PROMOTION

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John Nettleton

Semester

Fall 2021

Categories

Brochure Design, Typography

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Instructor

PROJECT

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//DESIGN AN ENGAGING PROMOTIONAL MATERIAL FOR THE DUNBAR TYPEFACE.

DUNBAR TYPE SPECIMEN PROMOTION The purpose of the project is to promote a typeface. Whenever the type foundry releases a new typeface, they would provide some promotion materials and samples of the typeface for the graphic designers. The task is to select a typeface and design a promotion material for it.

APPROACH

I chose to promote the “DUNBAR” typeface. A creative brief was first produced, and based on the style of the typeface, I chose a bright and bold layout that is synchronous with the characteristics of the typeface. In my layout, I outlined some symbols and numbers from the typeface, as well as a mix of several “DUNBAR” varieties to showcase a range of weights and x-heights. Then, I thought of a nimble way to place all these samples: on the labels of water bottles. And in order to get more space to showcase the typeface, I designed a bottle label with a built-in pull-out brochure.

PROJEC T 09/09

OBJECTIVE

DUNBAR T YPE SPECIMEN PROMOTION

PROJECT 09

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UNFOLDING INTUITION

//THANK YOU FOR ALL THE HELP AND SUPPORT.

ACKNOWLEDGMENTS TO MY PARENTS

Dear Mom and Dad, thank you for your unconditional support and trust. You are my strong backing and have given me the courage to follow my dreams and explore this vibrant world. I love you all forever!

TO MY HUSBAND

George, you are the most precious gift I received during my master’s journey. You have made my world complete.

TO MY FRIENDS

Thank you for helping me adapt to the life in the U.S. when I first arrived. I would never forget how we explored the city, supported each other, and studied together in this graduate school journey. It was such a great time!

TO MY INSTRUCTORS

Mary Scott, Hunter Wimmer, John Nettleton, Sandra Isla, Kathryn Morgan, Fred McHale, and Lloyd Mitchell, I truly appreciate all the patient guidance you gave me. Your expertise and thoughtful suggestions have been a significant driving force in my progress.

COLOPHON CONTACT

Laycie Zhaoxin Li laycielidesign@gmail.com laycielidesign.com

BOOK DETAILS

Title: Unfolding Intuition Printing and Binding: Blurb.com Typography: Kepler, Elza Text Paper: Mohawk Superfine Eggshell 100# Text

SCHOOL

Academy of Art University School of Graphic Design

INSTRUCTOR

Mary Scott

COPYRIGHT @2023 LAYCIE (ZHAOXIN) LI 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.

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