[ Project ]
Mello Yello

[ Recognition ] 
Brand New

[ Brief ]
The ‘MY’ logo and ‘this is MY world’ campaign creates a unique, ownable brand voice and attitude that speaks directly to the hard-working, blue-collar male customer in a more authentic way.

[ My Role ] 
Designed ‘MY’ Monogram

[ Credits ]
Designed at United Dsn
Creative Direction: Andy Johnson, 
Lawrence Haggerty & Akira Yasuda

[ Year ] 
Spring 2016

[ Project ]
Embark

[ Recognition ] 
Behance.net
Brand New

[ Brief ]
The sooner a new brand can connect with its audience, the better its chances for success. Embark offers DNA test kits for dog owners. There’s science, lots of it, but also a healthy sense of play. The brand we created captures this duality with a bold, iconic form and a winking tone of voice. The variable logo showcases the differences between dog breeds but also their common ancestry.

[ My Role ] 
Designed Packaging, Web, Mobile,
Web Banner, Presentation Slide & Logotype

[ Credits ]
Designed at MetaDesign San Francisco
Creative Direction: Lindsay Gravette & 
Hozy Rossi
Lead Designer: Brady Patrick Boyle
Designer: Sofia Llaguno

[ Year ] 
Summer 2016

[ Project ]
Financial Engines

[ Brief ]
Ideally a company’s visual design communicates the core values of its brand, and it does so at a glance. Financial Engines, best known for its workplace retirement-planning services, is committed to bringing order to people’s lives so they can reach their goals. Our rebrand sets Financial Engines apart from the competition and puts the emphasis on clarity and directness.

[ My Role ] 
Designed Infographics, Icons & Logotype

[ Credits ]
Designed at MetaDesign San Francisco
Creative Direction: Lindsay Gravette & 
Hozy Rossi
Lead Designer: Neha Hattangdi

[ Year ] 
Fall 2016

[ Project ]
Merry Christmas 2016

[ Brief ]
Celebrating Christmas Day. 

[ Approach ]
Using playful graphic elements and building blocks custom logotype to create the warmest Christmas party. 

[ Credits ]
Designed at MetaDesign San Francisco

[ Year ]  
Winter 2016

[ Project ]
Give Thanks

[ Brief ]
Celebrating Thanksgiving. 

[ Approach ]
The turkey illustration was inspired by mid-century modern art.

[ Credits ]
Designed at MetaDesign San Francisco

[ Year ]  
Winter 2016

[ Project ]
Celmatix › Regeneration
Financial Engines › Growth

[ Brief ]
These are conceptual directions.

[ My Role ] 
Designed Monogram & Logotype

[ Credits ]
Designed at MetaDesign San Francisco 
Creative Direction: Lindsay Gravette & 
Hozy Rossi

[ Year ] 
Summer 2016

[ Student Project ]
Heartbeat from a Hollow Place

[ Awards ] 
Graphis New Talent Annual 2016
Type Directors Club 62nd

[ Brief ]
This project required choosing a film director and designing a cohesive system of materials for his/her film festival. The project requires to find a common thread and develop an entire film festival around the same concept and visual style. Create several deliverables, including a catalog book, DVD packaging, poster, tickets, and products to promote the film festival. 

[ Approach ] 
I chose the director Sam Mendes. After watching several of his films, I figured out a common thread that connected his films. His films revolve around the stagnation and mediocrity infecting the spirit of family members — they must rise to the challenge. However, the outcome is uncertain and often tragic. Then, I created different scenes and his visual style to convey the woman who suffers empty and hopeless in her
living standards.

[ Year ] 
Fall 2013

[ Student Project ]
Straus Family Creamery Organic Milk

[ Awards ] 
Graphis New Talent Annual 2016
Type Directors Club 62nd
Creative Quarterly 100 Best Annual 2015
HOW International Design Awards 2015
Creativity International Awards 45th
Creative Quarterly 40
GD USA Package Design Awards 2015

[ Brief ]
This project is a collaboration with the company Straus Family Creamery. Since 1994, the company has been dedicated to making the highest quality and minimally processed organic dairy products. This project is to redesign its package system, especially product lines in the organic milk products.

[ Approach ] 
After researching this company, I found Straus Family Creamery has been offering their organic milk in reusable glass bottles from the very beginning. It is a good idea to keep a sustainable community. I chose a minimalist design style to convey simple and healthy fresh milk products. The use of color palette includes red, green and blue to emphasize different kinds of milk fat.

[ Year ] 
Fall 2014

[ Student Project ]
Hummer H4

[ Awards ] 
Graphis New Talent Annual 2016
Creativity International Awards 45th

[ Brief ]
This project required choosing a company that was dead, dying or defunct, and rebrand them to give them a new life. The new directions are based on the company’s original essence but take the brand to an entirely different category. Design a series of products, services or activities with the new identity system.

[ Approach ] 
The Hummer is a well-known brand for 4×4 vehicles and luxury SUVs combining off-road capabilities and rugged sophistication. However, most people see it as conspicuous consumption, but that does not really come into play if the truck is not used for daily driver duty. I rebranded the Hummer to the H4 which is transforming something greater than vehicles. I kept the same core concept and extended the various services, and products to improve the target audience’s knowledge to next level.

[ Year ] 
Spring 2014

[ Student Project ]
A Light in the Storm

[ Brief ]
This project required choosing a film director and designing a cohesive system of materials for his/her film festival. The project requires to find a common thread and develop an entire film festival around the same concept and visual style.

[ Approach ] 
I chose the director Gus Van Sant. After watching several of his films, I figured out a common thread that connected with his films. His films revolve around the turmoil of youth becoming overwhelming — a mentor appearing on the journey to adulthood and guiding the young person through their emotional crisis and helping them achieve self-acceptance. Then, I shot some photos which convey that the young need rescue in their lives.

[ Year ]
Spring 2013

[ Student Project ]
Tartine Bakey Cookies

[ Awards ] 
Graphis New Talent Annual 2016
Type Directors Club 62nd
Creativity International Awards 45th

[ Brief ]
This project is a collaboration with the company, a design for new cookie package. Tartine Bakery is an artisanal bakery that specializes in bread and pastry featuring inventive flavor and texture combinations in San Francisco. Tartine always keeps the highest quality which reflects the sense of human made baked goods.

[ Approach ] 
After researching this company, I found Tartine Bakery has a local reputation for delicious baked goods made with organic flour and local eggs. So, I designed a series of square paper boxes with signature color for each flavor, and a cylindrical can jar for mixed flavors. When a series of square paper boxes sit side-by-side people will see the word “Legendary” which signifies Tartine’s illustrious history in San Francisco.

[ Year ] 
Fall 2014

[ Student Project ]
A Brighter Future

[ Brief ]
This project is to create a book about the future of lighting through imagery and type. It introduces the evolution of lighting and details out the future trends. I explore more possibilities where lighting may exist in the future, such as the fields of architecture, interior decorating, and photography.

[ Approach ] 
After researching the lighting, I found the future of lighting will be simple shapes, energy efficient, and more interactive. I used a minimal design layout to show the atmosphere in the future. In addition, I created some circles and dots to enhance this topic. 

[ Year ] 
Spring 2012

[ Student Project ]
Inner Turmoil

[ Awards ] 
Graphis New Talent Annual 2016
HOW International Design Awards 2015
Creativity International Awards 45th

[ Brief ]
This project is a collaboration with the de Young Museum which is a well-known fine arts museum in San Francisco. It introduces the upcoming special Chinese contemporary ink exhibition.

[ Approach ] 
I made some experimental art and combined it with modern typography, using only black and white to represent this exhibition.

[ Year ] 
Spring 2015

[ MFA Thesis Project ]
Biascut / Locally-Sewn Fashion

[ Awards ] 
Graphis New Talent Annual 2016

[ Brief ]
This project is a collaboration with local clothing stores. It is a response to the overwhelming amount of clothing mass produced by the fast fashion industry because thousands of garments from fast fashion companies are designed to fall apart in few washes. Biascut is a brand that offers our consumer a good quality garment to promote locally-sewn clothing and increase the local economy though better delivery and package design.

[ Approach ] 
Our consumer can choose self-pick up, bicycle delivery or electric car delivery to reduce air-pollution. In addition, if the customers do not use the packaging from Biascut, we will have people to collect it for second-time use. The idea is reducing energy use, greenhouse gas emissions, and packaging waste. Biascut is going to take responsibility for our community.

[ Year ] 
2014–2015