Visual Thoughts John(Zhenjie)Xu

VISUAL THOUGHTS

(Name) John(Zhenjie)Xu

(Concept)

VISUAL THOUGHTS

(Name)

John(Zhenjie)Xu

(Major)

Graphic Design

(Degree) MA

(Years)

2021-2023

(Project) Selected Works of

John(Zhenjie)Xu

(School)

Academy of Art University

In graphic design, every idea revolves around the process of visual thinking. This represents an exploration and extension of the designer’s internal creative process, demonstrating how moments of dreams and inspiration transform into tangible visual expressions.

Portfolios use thought leaders as guides for the work, opening pieces with their perspectives. Each thought leader, being an inspirational figure in their respective fields, aids in understanding and inspiring the entire piece, expressing the concept of the work in their unique way.

By unveiling the layers of thought behind each project, it celebrates the beauty of creativity and the boundless possibilities that sparks of inspiration can ignite. This portfolio underscores the power of visual thinking, inviting viewers to appreciate the artistry and introspection that define the journey of graphic design. (Concept)

Table of Contents (Introduction)

(01/09) Page 02

Spotify CSR Report

(02/09) Page 18

Rebranding Crayola

(03/09) Page 56

Chungking Express

Movie Poster

(04/09) Page 72

Time Management App

(05/09) Page 94

FRONT UI/UX Conference Promotion

(06/09) Page 120

Museo Serif

Type Promoition

(07/09) Page 138

Neiborhood Store

App redesign

(08/09) Page 152

Lake Erie

Branding Design

(09/09) Page 182

San Francisco Building

Inspired Beer

Sustainability is at the heart of what we do. We are constantly seeking innovative ways to reduce our environmental impact and promote a sustainable future for all. It’s not just about being a leading music streaming platform; it’s about being a responsible global citizen.

—Daniel Ek, CEO of Spotify (Thoughts)

(Course Name)

GR601: Type System

(Project)

Spotify CSR Report

(Instructor)

John Nettleton

(Semester)

2022 Spring

(Keywords)

Rhythmic, Creative, Communication

(Discipline)

Typography, Editorial Design, Printed Matter

(Selected)

2022/2024

(Title)

Beats, Bytes, and Betterment

(Approach)

I revitalized the report by redesigning its layout and content, making it reader-friendly and reflective of Spotify’s creative flair. By employing graphic design, I converted bland data into captivating visuals and infused the text-centric report with dynamic layouts, enhancing its overall appeal and readability.

(Background)

The 2021 Spotify Sustainability Report provides an overview of the company’s finances, environmental impact, and future aspirations. It underscores Spotify’s commitment to sustainability, aiding in strategic planning and fostering responsible corporate practices that support environmental, social, and economic development.

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

(Thoughts)

We have eyes, and we’re looking at stuff all the time, all day long. And I just think that whatever our eyes touch should be beautiful, tasteful, appealing, and important.

—Eric Carle, American author, illustrator of children’s books

(Course Name)

GR604: The Nature of Identity

(Project)

Rebranding Crayola (Instructor)

Hunter Wimmer (Semester)

2023 Fall

(Keywords)

Creativity Support

Encouragement

(Discipline)

Brand Identity, Editorial Design, UI/UX Design

(Selected)

2023/2024

(Title)

Inspiring the Colorful Future of Creativity

(Approach)

Researching and understanding Crayola’s history and evolution informed my grasp of the foundational elements of the brand’s visual identity. A brand’s redesign should mirror its essence while casting an eye towards a future vision. For Crayola, creative expression has always been at the heart of its brand.

(Background)

Crayola is an icon of American childhood that recalls our collective memory of coloring both inside and outside the lines. We have transformed art education and fostered creativity in schools and homes, providing color to children for generations.

Love is a maze; sometimes, we lose ourselves trying to find it.

—Wong kar-Wai, Film director (Thoughts)

(Course Name)

GR613: Type Experiments

(Project)

Chungking Express Movie Poster

(Instructor)

David Hake

(Semester)

2022 Fall

(Keywords)

Retro, Reflective, Consciousness

(Discipline)

Typography, Photography, Print Matter

(Selected)

2022/2024

(Title)

Love Letters in Neon

(Approach)

Chungking Express epitomizes his cinematic aesthetics for me. This inspired me to recreate and design using typography to capture the essence of the film. I play with light and shadow, using reflections and distortions through glass to add storytelling elements to the fonts. Combining Sans Serif and Serif fonts reflects the inner turmoil and uncertainty of the main characters in the movie.

(Background)

Chungking Express” is a 1994 Hong Kong drama film directed by Wong Kar-wai. It consists of two separate stories about love and longing, both set in the bustling streets of Hong Kong. The film explores themes of loneliness, connection, and chance encounters against the backdrop of the city’s vibrant nightlife.

JOHN(ZHENJIE)XU

Much of the stress that people feel doesn’t come from having too much to do. It comes from not finishing what they’ve started.

—David

Allen, American author (Thoughts)

(Course Name)

IXD606: User Experience Design

(Project)

Time Management App

(Instructor)

Eddie Cho

(Semester)

2023 Fall

(Keywords)

Effective, Well-planned, Relaxed

(Discipline)

UI/UX Design

(Selected)

2023/2024

(Title)

Effective Planning for a Well-Designed Life

(Approach)

Informed by research, I’ve designed a software addressing users’ fragmented time management needs. This tool facilitates efficient schedule organization, optimizes short time periods, and analyzes usage patterns. Created from user feedback, it embodies a practical solution for enhancing daily time management through thoughtful design and user-centric functionality.

(Background)

In today’s demand for efficiency and time conservation, people aim to enrich their schedules but often lose time to unexpected tasks, creating unique challenges and needs. Recognizing these issues, I propose designing an App solution focused on enabling users to better understand and manage their time, offering a bridge between user needs and effective schedule organization in our fast-paced world.

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where can I sell it.

—Steve Jobs, Former CEO of Apple (Thoughts)

(Course Name)

GR601: Type System

(Project)

Front UI/UX Conference Promotion

(Instructor)

John Nettleton

(Semester)

2022 Spring

(Keywords)

Rhythmic, Creative, Communication

(Discipline)

Brand Identity, Editorial Design, UX/UI Design

(Selected)

2022/2024

(Title)

Clicks, Colors, and Creativity Unleashed

(Approach)

Researching the city’s memories and Utah’s unique geography, I’ve tailored the UI/UX conference theme. Orange and deep blue colors evoke a strong visual impact and futuristic tech vibes. Three-dimensional shapes reinforce a user experience and human-tech interaction. Cube rotations symbolize the fusion of humanity, technology, and product interaction, shaping a dynamic design concept.

(Background)

The Front UX & Product Management Case Study Conference 2023 is a three-day event for UX designers and managers featuring 16 top designers and managers discussing practical aspects of UX and product management. Over 800 professionals will gather to gain insights from industry influencers, shaping digital user experiences.

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

The job of the designer is to make things understandable, usable, accessible, enjoyable... important to a public, that involves the public.

—Paula Scher, American graphic designer (Thoughts)

(Course Name)

GR619: Type Composition

(Project)

Museo Serif

Type Promoition

(Instructor)

John Nettleton

(Semester)

2021 Fall

(Keywords)

Practical, Comprehensive, Functional

(Discipline)

Packaging Design, Editorial Design, Poster

(Selected)

2021/2024

(Title)

Where Typography Meets Emotion

(Approach)

Choosing the Museo font, known for its rich variety and unique emotional range, allows for deep creative exploration. Presenting results in packaging showcases the font’s versatility, offering type foundries diverse methods to reveal and communicate the essence of typography, enriching the narrative and interaction between design and audience.

(Background)

Typography enriches graphic design, with each font expressing distinct emotions. Introducing new fonts through engaging methods ensures their proper emotional impact. This strategic approach allows fonts to enhance designs, resonating accurately within their context and amplifying the overall communicative effectiveness of graphic works.

Great problem solvers don’t depend on one solution. They rely on their ability to adapt and explore alternative avenues.

—Ty Pennington, TV host and artist (Thoughts)

(Course Name)

GR605: Digital Design Studio

(Project)

Neiborhood Store App redesign

(Instructor)

Lloyd Mitchell

(Semester)

2022 Spring

(Keywords)

Practical, Straightforward

(Discipline)

UI/UX Design

(Selected)

2022/2024

(Title)

Local Coffee Shop Digital Refresh

(Approach)

Choosing a Mission District coffee shop in San Francisco, with its dedicated clientele and reliable coffee supply, revealed limited digital needs. By adding functionalities like online ordering, bean sampling, and seasonal selections, I enhanced its digital footprint, enriching customer interactions and extending its offerings beyond traditional boundaries through innovative digital solutions.

(Background)

Websites and apps are vital for today’s businesses. Discovering a store’s specific needs and challenges allows for the creation of bespoke digital solutions. As actual users, understanding these necessities from a consumer perspective informs a design rooted in genuine user requirements.

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

—Jane Goodall, English primatologist and anthropologist

(Course Name)

GR620: Visual Thinking

(Project)

Lake Erie

Branding Design

(Instructor)

Sandra Isla

(Semester)

2022 Spring

(Keywords)

Eco-friendly, Protective, Inspirational

(Discipline)

Branding Identity, Environmental Design, UI/UX Design

(Selected)

2022/2024

(Title)

Erie’s Eco-Revival Initiative

(Approach)

By researching Lake Erie’s environmental woes and pinpointing pollution sources, we’re crafting a brand dedicated to solutions. This endeavor will feature a distinct visual identity throughout its narrative, aiming to enlighten the public on pollution causes while presenting actionable recovery methods. Our brand’s mission is to communicate the necessity of immediate intervention for Lake Erie’s revival through engaging and educational visual storytelling.

(Background)

The Great Lakes, humanity’s freshwater jewels, with Lake Erie being the most polluted, demand our attention. Analyzing its issues offers graphic design a powerful role in environmental protection. As designers, we craft solutions that raise awareness and inspire action, using our creativity to safeguard these vital resources through impactful visual communication.

JOHN(ZHENJIE)XU GRAPHIC DESIGN PORTFOLIO

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

JOHN(ZHENJIE)XU

Generative AI has the potential to democratize access to creative tools and empower people to express themselves in new and exciting ways

— Sam Altman, OpenAI CEO (Thoughts)

(Course Name)

GR699: AI for Designers

(Project)

San Francisco Building

Inspired Beer

(Instructor)

Jeff Carino

(Semester)

2024 Spring

(Keywords)

Bauhaus Style, Young

(Discipline)

A.I. Design, Branding, Packaging

(Selected)

2024/2024

(Title)

AI Merges Art in SF Beer Designs

(Approach)

San Francisco has always had a rich and diverse cultural heritage, which I have always wanted to incorporate into an interesting design. Through research, I have learned that San Francisco’s architecture offers unique perspectives and scenery. I would like to use AI to create a youthful and distinctive packaging design based on these elements.

(Background)

San Francisco’s architecture has unique perspectives and styles, and it boasts a rich palette of colors in California’s history. By researching and thinking expansively about San Francisco’s characteristics, along with AI tools, designer can introduce more constants into the design. This is not only an experiment in packaging but also in brand content.

ACKNOWLEDGEMENTS

(To My Family)

Thank you, Dad and Mom, for all your support. You have given me the freedom to explore this world and have always encouraged me to pursue my ideas. I could not have completed my studies without your support. Thank you.

(To All My Friends)

Thanks to my friends who have been with me throughout this journey. Not a single moment of this journey was easy, but thankfully, I had you to walk through these challenges with me. I hope you will continue to pursue and complete your own jouneys.

(To My Instructors)

Thanks to Mary Scott, Hunter Wimmer, David Hake, John Nettleton, Sandra Isla, Jeremey Stout, William Culpepper, Jeff Carino. Thank you for your patience and inspiration, which makes me become a better and professional designer and hard worker through continuous experimentation and exploration.

COLOPHON

(Contact)

John(Zhenjie) Xu

johnxudesign@gmail.com

+1 415-800-9137

Johnxudesign.com

(School)

Academy of Art University, School of Graphic Desgin

79 New Montgomery Street San Francisco, CA94105, USA

(Major)

MA, Graphic Design

(Instructor)

Mary Scott

(Book Title)

Visual Thoughts

(Typeface)

New Frank

(Book Details)

Printing and Binding: Blurb.com

Paper: Mohawk Superfine Eggshell 100# Text

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(Website) Johnxu.design

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