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Portfolio of Yi-Fan Lai ( Amy Lai ) for MA Graphic Branding and Identity A l Amy Lai DESIGN COMPETENCES LANGUAGES E-MAIL / ADDRESS / MOBILE / NATIONALITY / DATE OF BIRTH / [email protected] 105 Grimthorpe House, Percival Street, London EC1V 0BR 07-517-968-571 Taiwanese 05. Nov. 1985 EDUCATION 2008 - 2009 Foundation Diploma in Art and Design London College of Fashion (LCF) University of the Arts London London W1G 0BJ DATES / TITLE OF QUALIFICATION / ORGANIZATION / 2010 - 2011 ABC Diploma in Graphic Design London College of Communication (LCC) University of the Arts London London SE1 6SB DATES / TITLE OF QUALIFICATION / ORGANIZATION / 2006 - 2008 Bachelor of Arts in Translation & Interpretation Wenzao Ursuline College of Languages ( Taiwan ) DATES / TITLE OF QUALIFICATION / ORGANIZATION / Photoshop, InDesign, Illustrator, Microsoft Office tools (Word, PowerPoint, Excel) Screenprinting, Lettepress COMPUTER SOFTWARE / OTHER / MOTHER TONGUE / OTHER LANGUAGE / QUALIFICATION / DATES / Chinese English: Proficient User in Listening, Reading, Speaking and Writing IELTS ( results : 7 .0 ) 27 . Aug. 2011

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Page 1: Documentcv

Portfolio

of

Yi-Fan Lai ( Amy Lai )

for

MA Graphic Branding and Identity

Al

Amy Lai

DESIGN COMPETENCES

LANGUAGES

E-MAIL /

ADDRESS /

MOBILE /

NATIONALITY /

DATE OF BIRTH /

[email protected]

105 Grimthorpe House, Percival Street,

London EC1V 0BR

07-517-968-571

Taiwanese

05. Nov. 1985

EDUCATION

2008 - 2009

Foundation Diploma in Art and Design

London College of Fashion (LCF)

University of the Arts London

London W1G 0BJ

DATES /

TITLE OF QUALIFICATION /

ORGANIZATION /

2010 - 2011

ABC Diploma in Graphic Design

London College of Communication (LCC)

University of the Arts London

London SE1 6SB

DATES /

TITLE OF QUALIFICATION /

ORGANIZATION /

2006 - 2008

Bachelor of Arts in Translation & Interpretation

Wenzao Ursuline College of Languages

( Taiwan )

DATES /

TITLE OF QUALIFICATION /

ORGANIZATION /

Photoshop, InDesign, Illustrator,

Microsoft Office tools (Word, PowerPoint, Excel)

Screenprinting, Lettepress

COMPUTER SOFTWARE /

OTHER /

MOTHER TONGUE /

OTHER LANGUAGE /

QUALIFICATION /

DATES /

Chinese

English: Proficient User in Listening, Reading, Speaking and Writing

IELTS ( results : 7.0 )

27. Aug. 2011

l

Page 2: Documentcv

Jean-Paul Satre

Nausea is the story of Antoine Roquentin, a French

writer who is horrified at his own existence. In

impressionistic, diary form he ruthlessly catalogues

his every feeling and sensation. His thoughts

culminate in a pervasive, overpowering feeling of

nausea which "spreads at the bottom of the viscous

puddle, at the bottom of our time—the time of purple

suspenders and broken chair seats; it is made of

wide, soft instants, spreading at the edge, like an oil

stain." Roquentin's efforts to come to terms with life,

his philosophical and psychological struggles, give

Sartre the opportunity to dramatize the tenets of his

Existentialist creed.

Jean-Paul Satre

NAUSEA

NAUSEA

Book jacket version 1: Nausea by Jean-Paul Satre

Should be designed using evocative materials and textures alone.

Material: Chewing gum x Coffee powder

Cover size: 195 x 255mm

Abstract Book CoverIn this project, I aimed to use the innate properties of marks and

materials to produce two meaningful images for the book titles

i chose and I am asked to communicate without pictorial repre-

sentations by using emotive colour, texture and materials only.

Page 3: Documentcv

£18.99

Tim W

inton

Set in the dramatic landscape of

Western Australia, Dirt Music tells the story

of Luther Fox, a broken man who makes

his living as an illegal fisherman -- a

shamateur. Before everyone in his family

was killed in a freak rollover, Fox grew

melons and counted stars and loved

playing his guitar. Now, his life has

become a "project of forgetting." Not until

he meets Georgie Jutland, the wife of

White Point's most prosperous fisherman,

does Fox begin to dream again and hear

the dirt music.

D i r t M u s i c

D i r t M u s i cTim Winton

Book jacket version 2: Dirt Music by Tim Winton

Should be designed using mark making alone.

Material: Paint on glossy paper

Cover size: 195 x 255mm

For this book title- Dirt Music, i was thinking how to make sound

visiualized, so i started to do research in Cymatics. And after

a series of 2D material explorations, i discovered that putting

paint on folded glossy paper can have the outcome similar to the

process of Cymatics and its earthy texture fits for the feeling of

the word �Dirt� perfectly as well.

Page 4: Documentcv

Corporate Identity /Architecture

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Theodolite /

An architect firm designing stylish modern homes and offices.

In this project, I took my favorite architect - Zaha Hadid as my

inspiration due to the project topic "modern homes and offices". I

am aiming to transfer the essense of her unique landscape sketch

and architecture into the identitly.

The paper I specifically chose has a similar texture as building

materials such as concrete or metal. Its sophisticated quality is

also part of the identity.

The business cards can be folded, making the grids of the identity

from 2D into 3D. The card itself looks like a small architectural

piece when it is folded up. One side shows the name of the com-

pany and the other side has the name of the person.

Page 7: Documentcv

This is the first version of this project. During the group crit, i had been suggested that this

identity would be easily neglected as it does not evoke audience the association of architecture.

Therefore, i revised it into the identity presented below.

Theodolite

Modern homes and offices specialist

Mansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875

www.theodolite.co.uk

London, W1A 6YU

F. 020 7234 9877

[email protected]

Theodolite

Mansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875

www.theodolite.co.uk

London, W1A 6YU

F. 020 7234 9877

[email protected]

With Compliments

TheodoliteMansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875

www.theodolite.co.uk

London, W1A 6YU

F. 020 7234 9877

[email protected]

o creative director

Amy Lai

TheodoliteMansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875

www.theodolite.co.uk

London, W1A 6YU

F. 020 7234 9877

[email protected]

o creative director

Amy Lai

TheodoliteMansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875

www.theodolite.co.uk

London, W1A 6YU

F. 020 7234 9877

[email protected]

o creative director

Amy Lai

ww

w.theodolite.com

Spring

Theodolite

20 11

Mansard Roof House, 87 Odeon Colonnade,

T. 020 7234 9875London, W1A 6YU

F. 020 7234 9877

[email protected]

Letterhead / Compliment slip / business cards / cover of project booklet.

Design process from sketchbook

Page 8: Documentcv

Corporate Identity / FashionCybele /

A high-end fashion brand designs clothes and jewellery for women

For this final major project from London College of Communication, I chose to design a corporate identity for myself as a hypotheti-

cal fashion designer. I used one of my previous collections from London College of Fashion, Womenswear course which is inspired

from rainforest insects as my design resource for this project. The name Cybele is derived from ancient greek mythology and the

coral color conveys an exotic aura. The hollow diamond in the letter C on the stationery is to be designed to reveal the fabric and

print of the designer's inspiration for every season. Also, I created a symbol - C's for the identity that suitable for being branded on

some items such as handbags or buttons on clothes because i think nowadays, "monogram culture" of fashion company has become

an inevitable means of marketing stratedy. Therefore, i think designing an identity can be easily played with on any product of a

fashion company is necessary.

Cover of the lookbook

Fashion Show Invitation

Letter in a bottle and an image of a rare insect revealed

that the fashion show is about to take you to an island and

experience an advanture.

letterhead / compliment slip / envelope / businesscard / swing tags

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Pages of sketchbook from my insect collection.

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Crystallise TypefaceIn this project, I am aksed to create a unique typeface inspired from my chosen interest-

ing object which is a crystal. Through my brainstorming map in creating concept for my

typeface and the exploration of different techniques and materials, i discovered that the

shapes of crystal system are similar to the folding prcess of Origami. Therefore, I made

my tapeface with different types of Origami.

Example of typeface display

If a fashion editor wants to design a spread to introduce some fashion design-

ers whose clothes that relate to crystal, Origami, or structural formation, my

Crystallise Typeface can be matched with the image.

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Design process from sketchbook

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Awareness Poster

What goes around

comes around

Global warming is closer than you thinkIf we do the right things we could reap huge benefits better health, new jobs and industries and secure energy supplies.By bringing together hundreds of thousands of people Friends of the Earth has already made a massive difference. But we need more action. We'll show you how you can help. take action now in www.foe.co.uk020-7490-1555

This project allows me to produce a billboard poster for the environmental

organization- Friends of the Earth as part of an awareness campaign. In this

poster, I put the unproportionate iceberg right next to a destroyed house to

point out the urgency on global warming issue and the consequence we have

to pay if we continue to ignore this environmental threat.

Thanks for considering my portfolio. If any deatil of my work or its original file need to be

submitted, please let me know - [email protected]

I look forward to hear from you.