Pulse—Selected Works of Zhen Jimmy Li 2014–2017

THE BEATS OF A DESIGNING HEART

{Pulse}

S E L E C T E D W O R K S O F Z H E N J I M M Y L I \\\\\

SELECTED WORKS OF ZHEN JIMMY LI

[Special thanks to:]

_Mar y Scott, who showed me how to design a beautiful layout. _Monica Berini, who corrected my mistakes. _My parents, who always support me. _James, Kevin, Star and Viola, who are always by my side.

P U L S E _ S E L EC T E D WO R K S OF ZH E N JIM M Y LI

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BIO

ZHEN JIMMY LI

Medicine used to be my profession, but design was always my passion. I did many design jobs on the side when I was still a doctor.

So I know all the blood sweat and tears of both the professions. 7 years ago I quit medicine to be a full time designer. I designed most of the items at the French Pavilion’s gift shop at the World E XPO 2010. This por tfolio is a selection of my works at the Academy of Ar t from 2014 to 2017. I hope they reflect what I am as a designer.

SKILL S

Adobe Creative Cloud / Google

EDUCATION

Master of Fine Ar ts

SCHOOL

Academy of Ar t University

TIME OF GR ADUATION

Spring 2017

Sketchup / 3Ds Max

P U L S E _ S E L EC T E D WO R K S OF ZH E N JIM M Y LI

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CONTENTS

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The Hear tbeats of the Lowlifes

1.01 1.02 1.0 3 1.0 4 1.05 1.0 6 1.07 1.0 8 1.0 9 1.10 1.11 1.12 1.13 1.14 1.15 1.16

The Director Sketches + Adver tising Doodle Photo shoot Sketches Photography Poster Container DVD Case DVD Printing Tickets + Schedule Sur vival Kit Sur vival Kit Soundtrack + London Pass The Game The Catalog London Metro Map

{2.0}

The Stroke of the Letters

2.01 2.02 2.03 2.04 2.05 2.06 2.07 2.08

Book shot Before + After Illustration Process Sample Spreads Timeline Ebook Edition Ebook Mockup

{3.0}

The Flow Of Deliver y

3.01 3.02 3.03 3.04 3.05 3.06 3.07 3.08 3.09 3 .10 3 .11

Process Process + Stamps Posters Uniform + Plane Website Post Office Packaging + Postal Van Post Office Visual Guide Pages Print Designs Print Designs

{4.0}

The Vibration of Progress

4.01 4.02 4.03 4.04 4.05 4.06 4.07 4.08 4.09 4 .10 4 .11

Visuals Sketches Sketches + Final Logo Website “DeLorean City Planning Center” Timeline Visuals + Mockups Stationar y Books Book Spreads “The Char t”

{5.0}

The Tick of the Trends

5.01 5.02 5.03 5.04 5.05 5.06 5.07 5.08 5.09

Animated Screens Sketches Screen Sketches Screen Mockups Adver tising Mood Board + Mockup Wireframes Screen Mockup App Testing Link

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{6.0}

The Bypass of the Myths

6.01 6.02 6.03 6.04 6.05 6.06 6.07 6.08 6.09 6 .10 6 .11 6 .12

Bookstore Bookstore Floor Plan Bookstore Bookstore Bookstore Utensils + Brand Posters T-shir ts Stationar y Set Game + Website Convention Prize Winners Convention Poster

{7.0}

The Signs of Your Fate

7. 0 1 7. 0 2 7. 0 3 7. 0 4 7. 0 5 7. 0 6

Poster + Labels Website Postcards Packaging Booklet Posters

{8.0}

The Echo of Time

8.01 8.02 8.03 8.04 8.05

Book Cover Shot Books + Original Paintings Books Books Original Painting

{9.0}

(Thesis) The Power of the Glare

9. 0 1 9. 0 2 9. 0 3 9. 0 4 9. 0 5 9. 0 6 9. 0 7 9. 0 8 9. 0 9 9.10 9.11 9.12 9.13 9.14 9.15 9.16 9.17 9.18 9.19 9. 2 0 9. 2 1 9. 2 2 9. 2 3 9. 2 4 9. 2 5

Process Research Sketches Brand Posters Events +Inter views Research Identity Event Props Visual Standards Guidline Visual Standards Guidline User Testings for the App App Mockup App Mockup App Mockup Product Design Catalog Packaging Retail Setting Website Event Posters Event Event Event Brochure Event Brochure Video

CONTENTS

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P U L S E _ S E L EC T E D WO R K S OF ZH E N JIM M Y LI

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[THE HEARTBEATS OF THE LOWLIFES] _ A Guy Ritchie Film Festival\\\\\\\\\\

COURSE

GR 612 02_Integrated Communications

INSTRUCTOR

Hunter_Wimmer

SEME STER

Spring_2016

OBJECTIV E

Interdisciplinar y challenges increasingly define designers’ dayto-day lives. This advanced course helped us explore the process, purpose and necessity for developing fully integrated messaging across any medium. We were to use our creative abilities to identif y, manage and deliver a complex, multifaceted por tfolio project.

T Y PEFACE S >> Marsh Stencil >> Avenir Next

APPROACH

Guy Ritchie is a great British film director who creates fast-paced

>> Rockwell

heist movies mostly based on the urban background of London’s

>> Tungsten

darkest and most fascinating backstreets. Photo style is motion-blurred and dotted; typefaces are modern and urban styled; colors are

DELIV ER ABLE Posters, ads, business set, catalog, product, container, game, tickets,

bloody and dark; and there are concrete textures all over to create

schedule, DVD set, soundtrack,

an urban look for the visual system.

website

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PUL SE _ SELECTED WORK S OF ZHEN JIMMY LI

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T H E H E A R T B E AT S O F T H E L O W L I F E S _ A G U Y R I T C H I E F I L M F E S T I V A L

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THE H EO AO RD T BFELAT TE HLEI V LE OR WYL_I A F ERSE_BAR G E JFEI C LM BL O WS OOFF D AU NYD IRNI T G CPHRI O T FFOERS TT IHVEA LU S P S

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T Y PEFACE S >> Gotham >> ITC Berkeley Oldstyle DELIV ER ABLE Book

[THE STROKES OF THE LETTERS] _ Redesign of the Alphabet Book\\\\\\\\\\

COURSE

GR 601 01_Type Systems

INSTRUCTOR

Zack _Shubkagel

SEME STER

Spring_2015

OBJECTIV E

This course expounded and expanded on the basic principles of typography. We were encouraged to challenge our approach to these basic principles and explore new and innovative ways to communicate with text and image. This project was to create a type based book with a direction of our own choice, to show our typographic skills.

APPROACH

Have you ever wondered, why the letter A is shaped in this way? And why there are 26 letters instead of 28? What are the stories behind the letters? Where did the alphabet come from? What else have people created around the alphabet? In thousands of years, what has come out of our alphabet? Let’s find out in this little book of the alphabet.

THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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ALPHABETICAL TIMELINE To fix up a time of birth for every letter in the alphabet is kind of hard, since a lot of the members have lost their certificate, and their memories had grown vague through the years. I made a graphic below, it is not so accurate, but will at least give you a rough idea of when and where each one of the letters began.

E

E

E

E

P

E

2000

S

P

P

P

G

1000 1800 1600

1580

100

800

700

P S P

S

S S

S

S

S

S

G

230

R

G

G

BCE AD

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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{2.0}

E

P

The Egyptian hieroglyphs

The Phoenician Script is an

is among the old writing

important “trunk” in the

system in the world. Unlike

alphabet tree, in that many

its contemporary cuneiform

modern scripts can be

Sumerian, their origin is much

traced through it. Arabic,

more obscure. There is no

Hebrew, Latin, and Greek

identifiable precursor. It was

scripts are all descended

once thought that the origin

from Phoenician.

of Egyptian Hieroglyphs are

3.0

-

religious and historical, but 4.0

recent developments could point to an economical impe-

SP

C

tus for this script as well as push back the time depth of this writing system.

1470

900

S

G

5.0

C

SP 6.0

Semitic alphabet was the

The Greeks were the first Eu-

Charlemagne’s scribes cre-

The Spanish first used the

first consonantal alphabet.

ropeans to learn to write with

ated a sign by placing two

letter j as a derivant of the

recent discoveries in Egypt

an alphabet, and from them

Us side by side with a space

letter i. In continental Europe,

itself have compounded this

alphabetic writing spread to

between. It signified a ‘w’

the old Latin ‘i’ sound was

scenario. Inscriptions dating

the rest of Europe, eventu-

sound in the late Latin, Ger-

also being pronounced in a

to 1900 BCE written in what

ally leading down to all

man and French of that time,

variety of other ways, the

appears to be Proto-Sinaitic

modern European alphabets.

i.e. AD 900.

main three being: hard ‘j’, soft

were found in Upper Egypt,

Incidentally, the Greeks tried

‘j’ (‘zh’) and the back-of-the-

and nearby Egyptian texts

writing once before. Between

throat ‘ch’ sound that is used

speak of the presence of

1500 and 1200 BCE, the

in Spanish. In the 1500s when

Semitic-speaking people liv-

Mycenaeans, an early tribe of

printing started to standard-

ing in Egypt.

Greeks, adapted the Minoan

ize spelling, the letter ‘j’

syllabary as Linear B to write

began to be used.

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an early form of Greek.

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THE STROKES OF THE LE T TERS_REDESIGN OF THE ALPHABE T BOOK

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THE S B TL R OO K D EFSL O F W TOHFEDLEELTI T VERS Y __ A R ERDEEBSRI A G N DOI F N GT HPER O A JLEPCHTA F BO ER T B TH OE O KU S P S

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T Y PEFACE S >> Rockwell >> Gotham DELIV ER ABLE Book, business set, posters, postcards, stamps, environment, uniform, truck & plane, packaging, website, app

[THE FLOW OF DELIVERY] _The Rebr anding Project for the USP S\\\\\\\\\\

COURSE

GR 365 01_Strategies For Branding

INSTRUCTOR

Todd_Hedgpeth

SEME STER

Spring_2016

OBJECTIV E

In this course, we were to create identity systems and applications across a variety of traditional and digital media for a specified company or organization. We explored the similarities, differences, challenges and oppor tunities of branding various types of companies: from product-driven to non-profi t organizations.

In this case, I chose the U.S. Postal Ser vice, the vital force of the mailing ser vice.

APPROACH

A red (PMS 186) and a blue (PMS 286) are carefully chosen to ser ve as the main colors for this project to represent the colors on the American flag. The fabric is to resemble the postal bag, with brown paper to reflect the material of the package. Waves are decorative elements to represent a cancellation stamp. And fi nally the logo is in calligraphy, to add a human touch. This creates a clean, modern, effi cient, yet warm and friendly new image of the postal ser vice.

T HE BL O O D F L O W O F D E L I V E R Y_ A R E BR A ND IN G P R O J EC T F O R T HE U S P S

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T Y PEFACE S >> Avant Garde >> Klinic Slab DELIV ER ABLE Visual identity, book, website

[THE VIBRATION OF PROGRESS] _ A Rebr anding Project for DMC\\\\\\\\\\

COURSE

GR 604 02_The Nature Of Identity

INSTRUCTOR

Hunter_Wimmer

SEME STER

Fall _2016

OBJECTIV E

The goal of this course was to visually and verbally understand identit y and branding as it relates to a variet y of businesses and their organizational structures. We got to investigate what defines the personality, identity and substance of these businesses through the creation and execution of brand and identity programs.

APPROACH

Being a car lover for so many years, naturally I chose an automobile company to revive. DMC was legendar y, and I wanted to revive it not just to make new cars, but to inherit what the company stood for.

DMC was a vital force to break the hold of the 3 auto giants, and to make something young and different for the world. It was to be the same force to change the world 35 years later.

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THE V B ILBOROAT D IFOLNO W O FOPFRDOEGLRI V EE SR S Y_ _AARREEBBRRAANNDDI N I NGGPPRROOJ JEECCT TFFOORRDTMHCE U S P S

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[THE TICK OF THE TRENDS] _ A n A pp Designed for Par t y People\\\\\\\\\\

COURSE

GR 605 01_Digital Design Studio 1

INSTRUCTOR

Bob_Slote

SEME STER

Spring_2015

OBJECTIV E

Graphic design has always worked in close concer t with technical innovation. The digital revolution has accelerated that dynamic.

Today’s designers use any means at their disposal to get their ideas across. This course explored the limitations and possibilities of numerous user experiences for us—web, mobile devices and more.

APPROACH

The App is simple: ever yone who has turned on LBS (Location Based Ser vices) will be spotted by the app. The app will show blocks of colors which represents people on a map. From red, which is more than 200 people, to yellow, which is less than 10. Find the city’s most trendy hot spot on “HE AT”!

T Y PEFACE S >> Montserrat Alternates >> Lato DELIV ER ABLE App

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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T HE T ICK OF T HE T RENDS _ A N A PP DE SIGNED FOR PA R T Y PEOPL E

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TRY THE APP AT:

https://invis.io/ VD7SA X ATE

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THE T B ILCOKO O DFFTLH O EW TORFE D NEDLSI_VAEN R YA_PAP RDEEBSRI G ANE DD I NFGOPRRPOAJRETCYT PFEOORPTLHEE U S P S

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[THE BYPASS OF THE MYTHS] _ A Bookstore for Cultur al E xchange\\\\\\\\\\

T Y PEFACE S >> Gotham >> Rockwell DELIV ER ABLE Visual identity, posters, environments, uniforms, apparel, app, games, business set, vehicle painting, website, book, presentational video

COURSE

GR 620 02_Visual Thinking

INSTRUCTOR

Sandra Isla

SEME STER

Spring_2015

OBJECTIV E

This course brought our learning outcomes into crisp focus as we were provided the context necessar y to get the most out of our academic experience. By using our newfound visual skills to develop a nice piece of por tfolio work, we were taught how to meet professional standards and expectations.

APPROACH

What are the stories behind the stars? How do different cultures interpret the galaxy and all its phenomena? Ever y culture has stories about the stars, a lot of which are ver y amusing. I hope a better understanding of these stories can help eliminate cultural barriers, thus leading to less misunderstandings in the world.

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T H E B Y P A S S O F T H E M Y T H S _ A B O O K S T O R E F O R C U LT U R A L E X C H A N G E

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T H E B Y P A S S O F T H E M Y T H S _ A B O O K S T O R E F O R C U LT U R A L E X C H A N G E

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THE BL YP OA OS DSFO LF OW T HOEF MDYETLHI VSE_ RA YB_ O A ORKESBTROARNEDFI O NR GC PU R LT O JU ER CT A LF O ER X CTHHAENUGSEP S

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[THE SIGNS OF YOUR FATE] _ A Br anding Project for a For tune Teller\\\\\\\\\\

COURSE

GR 618 02_Visual Literacy

INSTRUCTOR

Hunter_Wimmer

SEME STER

Fall _2014

OBJECTIV E

The focus of this project was to find a sign from the streets and create a visual system based on its intentions. Research as well as divergent exploration and prototype creation were required. It began with the identification, definition and discussion of universal design principles and design systems that ser ve not only as the bricks for development as a designer, but also as a common language through which we will communicate when we evaluate our work.

APPROACH

Ever y now and then I came across this Chinese for tuneteller at the Asian market. He has a photocopied sign, which he changes ever y year, about the current zodiac animal, and things you should avoid in that particular year. The sign was so badly designed that nobody would take a second look. Business was not good, as I never saw him with a client. My goal was to change that.

T Y PEFACE S >> Rockwell >> Univers condensed DELIV ER ABLE Packaging, posters, business set, postcards, website, booklet

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THE S B ILGONOSD OFFL O YO WUORFFD AT EL E ISV_EAR B Y _RAA N RD EB I NRGA N PR DO I NJ G E CPTR FOOJ R E CAT FFOORRT T UH NEE UT S EP LS LER

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T Y PEFACE S >> Handwriting >> Minion pro >> Chaparral Pro >> Myriad Pro DELIV ER ABLE

[THE ECHO OF TIME] _ Book Covers for Famous Manifestos\\\\\\\\\\

COURSE

GR 619 02_Type Composition

INSTRUCTOR

Andrew Loesel

SEME STER

Fall _2014

OBJECTIV E

This course expanded on previously learned principles and incorporated more advanced issues such as organization, hierarchy, layout and grid systems. We were to investigate multiple ways to communicate content and meaning of text. This project was to create a series of book covers for famous manifestos.

APPROACH

The book covers are based on paintings from the time period of each book. For example, Common Sense shows a painting illustrating the Boston tea par ty event, while the cover of the Communist Manifesto shows a painting of Karl Marx and Friedrich Engels. The purpose of this set of book covers is to arouse empathy among people who appreciate ar t and literature at the same time.

Book covers

T HE ECHO OF T IME _ BOOK COV ER S FOR FA MOUS M A NIFE S TOS

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T HE ECHO OF T IME _ BOOK COV ER S FOR FA MOUS M A NIFE S TOS

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T HE ECHO OF T IME _ BOOK COV ER S FOR FA MOUS M A NIFE S TOS

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T HE ECHO OF T IME _ BOOK COV ER S FOR FA MOUS M A NIFE S TOS

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T HE ECHO OF T IME _ BOOK COV ER S FOR FA MOUS M A NIFE S TOS

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THE E BC LH O O DO F LTOI M WEO_FB D OO EL KI C VE OR V YE_RAS RFEOB RRFAANMDOI U NS GM PR AO NJI FE E C ST TFOOSR T H E U S P S

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[MFA THESIS PROJECT] _ Promotional Project for Residential Solar Energy \\\\\\\\\\

T Y PEFACE S >> Gotham COURSE

GR 810 01_Thesis 1 - Concept GR 830 02_Thesis 2 - Exploration GR 850 01_Thesis 3 - Refinement

INSTRUCTOR

Phillip Hamlett, Anthony Jagoda, Wioleta Kaminska

SEME STER

Spring_2016 – Spring_2017

OBJECTIV E

In real life, designers are often problem solvers. It could be a social problem or an environmental problem. We designers have the power of changing people’s views. A thesis is a great opportunity for us to test our design abilities before reaching out to the job market and before entering the workforce to develop something we really care about and that just may change the world.

APPROACH

More than 200 years after the independence of America, the U.S. industr y still depends heavily on foreign oil. There are more than 1.4 Million households in America, while only around 2% of energy is generated by solar. People don’t know the benefits of going solar, affordable equipment is hard to find, and there are people who tr y ver y hard to harm the solar industr y. We need to change that.

>> Archer Pro DELIV ER ABLE Visual identity, app, website, packaging, catalog, event, videos, environment, posters, pamphlet

T HE P OW ER OF T HE GL A RE _ MFA T HE SIS PROJECT

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T HE P OW ER OF T HE GL A RE _ MFA T HE SIS PROJECT

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P U L S E _ S E L EC T E D WO R K S OF ZH E N JIM M Y LI

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T HE P OW ER OF T HE GL A RE _ MFA T HE SIS PROJECT

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WATCH THE V IDEO AT:

3.0

https://youtu.be/lj3njsXj3A0

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[Colophon]

COURSE

GR 650 01_Design Seminar / Por tfolio

INSTRUCTOR

Mar y_Scott

SEME STER

Spring_2017

T Y PEFACE S

Din Pro light Din Pro regular Din Pro medium Din Pro Bold

PHOTOGR APH Y

Zhen Jimmy Li Nikon D7000

PRINTER

Blurb

FORMAT

8 x 10 inch

PAPER STOCK

ProLine Uncoated

EMAIL

ligionligion@gmail.com

WEBSITE

jimmylidesign.com

JIMM Y LIDE SIGN.COM