EPI PHAN IES PORTFOLIO H a i H s i a n g ( A l e x ) L a n g , B FA .
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
P r o j e c t : The S ha pe o f Mo v e men t
PA G E 3 2 5
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Life is an ongoing mystery and instant epiphany. I like to make choices about my own life or to be break free from the inertia of crowd life, it would help me pull away from the twists and turns of life and see another brighter future. When I sit alone in a foreign country to listen to a lovely love song when the melody is touching, it makes me think about myself that who I am. It reminds me why I am here; the initial purpose of why I stay in this foreign country.
When I do design projects, I think about the concept and how to show it visually. I went through a difficult period where it was hard to design because I was all alone and missed my family. However, studying abroad has changed my life. I am not the same person who came to this country four years ago. The scenery here, the people living here, every encounter, every pain, everything will be the inspiration and awakening of my design; the moments of epiphany. Enjoy the little things in life. For one day, you may look back and realize they were the big things.
H a i H s i a n g ( A l e x ) L a n g ’s B F A . P o r t f o l i o f r o m 2 0 1 7 t o 2 0 2 1
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COPYRIGH T Ⓒ 2021 Hai H si ang (Alex ) L ang All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, and other electronic or mechanical methods, without the prior written permission from the publisher. Some image and text have been used exclusively from inspiration and educational purposes only.
EPI PHAN IES PORTFOLIO H a i H s i a n g ( A l e x ) L a n g , B FA .
H a i H s i a n g ( A l e x ) L a n g , b fa .
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Dedicated
Epiphanies
P ro j e c t : D e dicate d
To the most important couples—my parents, Thank you for giving me chances to see different worlds and supporting me to chase my dream. Deepest love and gratitude. To the most lovely person I have ever known—Sky, Thank you for being by my side and sharing your life with me. We laugh, we cry, we argue. We are building our moments.
Pa g e 7
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P ro j e c t
01 THROUGH THE DARKNESS 02 MOM RETAIL STORE 03 FLORA 04 JEAN NOUVEL+PURE DESIGN 05 CODEBREAKER 06 BIOMIMICRY 07 PICKY MONKEY 08 FAMILY FORTUNES 09 SIMPLE HUE 1 0 THE SHAPE OF MOVEMENT
Pa g e n u m b e r
Cat e g or y
012
Film Festival
062
Packaging Design
136
Product Design
158
Architecture Campaign
174
Board Game
194
Exhibition Design
214
Wine Design
240
Conceptual Cookbook
260
Packaging Design
286
Book Design
H a i H s i a n g ( Al e x ) L a n g , b f a .
P hoto c r e d it : T h e s h a p e of wat e r 2 0 1 7
Epiph a n i e s
Pa g e 1 1
project 01
THROUGH THE DARKNESS
Pr ro o j e c t : Thr o ugh the D arkne ss
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INFO
P ro j e c t T h r ou g h T h e D a r k n es s I n s tr u c tor H u n t er W i m m er Co u r s e V i s u a l Sy s t em 2 C at e g or y F i l m F es t i va l Branding V i s u a l Sy s t em
H a i H s i a n g ( Al e x ) L a n g , b f a .
Epiph a n i e s
“There are men who bloom in chaos. You call them heroes or villains, depending on which side wins the war, but until the battle call, they are but normal men who long for action, who lust for the opportunity to throw off the routine of their normal lives like a cocoon and come into their own. They sense a destiny larger than themselves, but only when structures collapse around them do these men become warriors.” G u i l l e r m o d e l To r o , F i l m D i r e c t o r
P ro r o j e c t : Thr o ugh the D arkne ss
O B J E CT IVE Choose one film director and create a film festival for that director by coordinating a large number of materials that must all work together. The aim is to combine numerous messages with various formats while maintaining a cohesive and holistic aesthetic. This aesthetic must represent the director’s personality and storytelling style. AP P ROAC H Guillermo del Toro is a Mexican American film director. He is the master of creating a monster’s journey through unlikely heroic deeds to self-redemption and exposing the real meaning of a creature. This project attempts to incorporate the artistic expression of Guillermo del Toro. I created materials with the concept of journey and an old journal. I used rough paper texture to represent age. One of the main graphic elements is the monster’s scratches throughout the design pattern and visual system.
Pa g e 1 3
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H a i H s i a n g ( A l e x ) L a n g , b fa .
P hoto c r e d it : F il m photo s
Epiphanies
P r o j e c t : Thr o ugh the D arkne ss
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H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
“Just look at this monster, you can understand its story and purpose, and what it represents.” del Toro said that creating a monster requires the same care as a work of art. When creating shapes and sculptural outlines, it should show the expressiveness of the role. G u i l l e r m o d e l To r o , F i l m D i r e c t o r
P r o j e c t : Thr o ugh the D arkne ss
P hoto c r e d it : G u ill e r m o d e l toro
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H a i H s i a n g L a n g ( Al e x ) , b f a .
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P r o j e c t : Thr o ugh the D arkne ss
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P r o j e c t : Thr o ugh the D arkne ss
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P r o j e c t : Thr o ugh the D arkne ss
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P r o j e c t : Thr o ugh the D arkne ss
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END
Hai Hsiang (A All e x ) L a n g , b f a .
P hoto c r e d it : Art e i d a M j ES H T R I 2 0 1 6
EEpiph piphanies
Pa g e 6 1
project 02
MOTHERS DESERVE THE BEST
Pr ro o j e c t : Mo m Re ta tail il S to r e
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INFO
P ro j e c t M om R et a i l St or e I n s tr u c tor T h om a s M c N u l t y Co u r s e Pa c k a g e D es i g n 4 C at e g or y R et a i l St or e B r a n d Pa c k a g i n g Sy s t em D e s i g n T e a m m at e s M a r i a R eg i n a Pa d r on H a i H s i a n g ( A l ex) La n g H a oy u e ( Lu n a ) D en g Pa u l J eon Tom G a l a n g Evel y n Lu H ow a r d C h en
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
Every relationship is beautiful, but mother daughter or mother son relationship is beyond description. Your mother was there for you through thick and thin, and it is very important to thank her for all the love and dedication she put in through the years. Recollect her of your love and gratitude with these beloved messages for mother. This simple gesture of love can make your mother greatly happy and will melt her heart. Don’t wait for a perfect day to send a message to your mother.
Pa g e 6 3
P r o j e c t : Mo m Re ta il S to r e
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O B J E CT IVE This was a group effort with six other designers. Develop unique brands and a cohesive system that allows for possible line extensions and sub-brands. Create compelling and engaging packaging through the use of various package templates, materials, typographic sensitivity, hierarchy, illustrations, photography, and comprehensive prototyping. AP P ROAC H We designed a shopping experience that caters to the needs of mothers. The goal of retail MOM is to build a healthy and functional brand of high-quality items that will enable all mothers to shop guilt-free. We formed a coherent branding scheme with one overarching brand named MOM and five sub-brands, and each sub-brand stands for its own personalities and intentions. I was in charge of designing the sub-brand Kiddo. Kiddo is a children’s essentials line. I used original illustrations to engage the concepts of welcoming and safety. S U B – BRAN D S Kiddo TruEssence Bitty Bites True Threads Haven
| Child Essentials | Health & Wellness | Family Food | Apparel | Smart Home
LO CAT IO N S Nashville, Tennessee Austin, Texas Seattle, Washington TARG E T AUD IE N C E Individuals who are thinking about becoming a mother, or who are already a mother. Age range is 15-44 years old.
H a i H s i a n g ( A l e x ) L a n g , b fa .
RE TAI L B RAND: MO M
Epiphanies
V IS IO N S TAT EMEN T
For all mothers to shop happily and guilt-free, to build a healthy and functional brand of quality items. MOM was created by Charlotte James after she had her first born baby. She felt overwhelmed, alone, and the utter need to provide the best for her son Oliver. She set out to create a brand that would be organic, clean, and non-toxic for kids.
S UB-BRAND: K iddo
S M A LL
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S UB-BRAND: TruEssence
Wipes Hand Wipes Baby Toothpaste Baby Toothbrush Diaper Cream Diaper Rash Lotion Teether Bibs Burp Cloths Comb set
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S M A LL
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Essential Oils Vitamins Lanolin Nipple Cream Nipple Balm Body Lotion Belly Oil Bump Body Butter Supplements Prenatal Postnatal Lactation
LARGE
MED I U M
Body Lotion Shampoo Body Wash Bedding Towel
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SMA L L
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Incense Painkillers Cough Med Bug Bite Spray Band-aids Masks Gloves Wash Bottle Cough Med Painkillers Rose Water Spray
Feeding Pillow Hooded Towel Diapers Baby Bed
MED I U M
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First Aid Kit Tampons Pads Panty Liners Bladder Liners
Pa g e 6 5
P r o j e c t : Mo m Re ta il S to r e
S UB-BRAND: True Thre ad s
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S M A LL
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Maternity Dress Maternity Jeans Maternity Panties Nursing Top New Born Onesies
- Baby Clothing - Toddler Clothing - Swaddle Blankets
S UB-BRAND: B itty Bite s
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S UB-BRAND: Haven
(Baby) Fruit Puree (Baby) 1st Food (Baby) 2nd Food Lowfat Yogurt Pouch Greek Yogurt Banana Chips Dried Mango Slices Dried Pineapple Rings
Bottle Warmer Smart Thermometer Smart Kettle Smart Light
- New-Born Gift - Bundle - Shopping Bags
LARGE
MED I U M
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S M A LL
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5-Pack T-Shirt Postpartum Leggings 2-Pack Jeans Socks Set
- Shopping Bag
S M A LL
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LARGE
MED I U M
(Baby) Puffs (Baby) Wafers Granola Quick Oats Old Fashioned Oats Milk Eggs Shredded Cheese Nutrition Bars Fruit & Grain Bars Juice
MED I U M
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Baby Monitor Sound Machine Smart Projector Nanny Cam Bottle Sterilizer Air Purifier
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(Baby) 1st Food Pack (Baby) 2nd Food Pack Cereal Chips Baked Puffs Veggie Sticks Sparkling Water
LARGE
- Baby Swing
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
P r o j e c t : Mo m Re ta il S to r e
Pa g e 6 7
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H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
P r o j e c t : Mo m Re ta il S to r e
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H a i H s i a n g ( A l e x ) L a n g , b fa .
L o g o c r e d it : H a i H s i a n g l a n g ( a l e x )
Epiphanies
P ro j e c t : Mo m Re ta il S to r e
P hoto c r e d it : Ch a rl e s D e l u v io 2 0 1 8
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Epiphanies
P r o j e c t : Mo m Re ta il S to r e
P hoto c r e d it : F e li x F l u r y fro m m y d e a r fl u r y f a m ily
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P r o j e c t : Mo m Re ta il S to r e
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P r o j e c t : Mo m Re ta il S to r e
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Epiphanies
P r o j e c t : Mo m Re ta il S to r e
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P r o j e c t : Mo m Re ta il S to r e
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P r o j e c t : Mo m Re ta il S to r e
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L o g o c r e d it : H aoy u e ( Lu n a ) D e n g
Epiphanies
P ro j e c t : Mo m Re ta il S to r e
P hoto c r e d it : j a n k o - f e rli c 2 0 1 7
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P ro j e c t : Mo m Re ta il S to r e
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Epiphanies
P ro j e c t : Mo m Re ta il S to r e
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L o g o c r e d it : Pa u l J e o n
Epiphanies
P ro j e c t : Mo m Re ta il S to r e
P hoto c r e d it : l a u r a a d a i 2 0 2 1
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P r o j e c t : Mo m Re ta il S to r e
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P ro j e c t : Mo m Re ta il S to r e
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Epiphanies
L o g o c r e d it : T o m G a l a n g , E v e ly n L u , H o wa r d Ch e n
P ro r o j e c t : Mo m Re ta il S to r e
P hoto c r e d it : l a u r a a d a i 2 0 2 1
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P r o j e c t : Mo m Re ta il S to r e
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P r o j e c t : Mo m Re ta il S to r e
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L o g o c r e d it : M a r i a R e g i n a P a d r o n
Epiphanies
P ro j e c t : Mo m Re ta il S to r e
P hoto c r e d it : l a u r a a d a i 2 0 2 1
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P r o j e c t : Mo m Re ta il S to r e
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Epiph a n i e s
P ro j e c t : Mo m Re ta il S to r e
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Hai Hsiang (A All e x ) L a n g , b f a .
P hoto c r e d it : T ho m a s V e r b r u g g e n 2 0 1 4
EEpiph piphanies
Pa g e 1 3 5
project 03
WANDER INTO THE NATURE
Pr ro o j e c t : Flo ra
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INFO
P ro j e c t F l or a I n s tr u c tor Ph i l H a m l et t Co u r s e G r a p h i c D es i g n 3 C at e g or y Pr od u c t D es i g n C a s e St u d y
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
Nature decorates our surroundings in the most unique ways. It allows us to feel the beauty of our souls all the time. When the first ray of golden light in the morning is like the earth walking on a sunny path. I casually glanced at a petal that slid off the branch, accompanied by a few fallen leaves, fluttering to the ground, the breeze blowing gently, brought it to the distant horizon. Birds flying in the blue sky, eagles flying in the sky. When resting by the quiet little pond, looking at the dense bamboo forest in the distance, it is really green, lovely. Lower your head to listen to it.
Pa g e 1 3 7
P r o j e c t : Flo ra
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O B J E CT IVE This project is to create a digital product to solve a problem. Many people in today’s technologically advanced world feel compelled to simplify their lives and reconnect with nature. It is important to get some fresh air in order to reap the health benefits of outdoor recreation. AP P ROAC H Many children have no concept of flowers or existence. Many of us are surrounded by beautiful nature, but we spend the majority of our time indoors playing video games or watching television. Children and adults alike may lack knowledge of the natural world, including the names of flowers, how plants grow, and anatomy. The solution is to develop a product that contains massive quantities of plant data. The app also functions as a social media platform, allowing you to share your discoveries with the rest of the world. What did you find and where did you find it? We can then use those databases to continue working on deeper education, such as the plant growth cycle, how plants are pollinated, and plant anatomy.
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
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P r o j e c t : Flo ra
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F LOR A Assist children and adults in reconnecting with nature and learning about it.
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
USER JOURNEY
User goes outdoor They find some plants they don’t know.
User does gardening People like to do gardening and find the ways to know more variations.
Kid learns Nature Children want to learn biology in
» »
User Downloaded the App User downloaded it because they are interested in plants and biology. They may also have children.
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They Know Who to Tell and Share When their friends, co-workers, etc. got the problems, they know this app can help them a lot.
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More and More Users getting into it More people heard this app and go exploring it.
User Knows Solution People know how to fix the problems of their plants or where, when to fix and grow are the best time.
Kid gets interests Children get the interests in nature or biology and willing to learn more.
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a fun way.
User Get the Basic They know the basic information of plants.
They Know Where to Find answers People getting familiar with the app and willing to use it more and share information with others.
Pa g e 1 4 1
P r o j e c t : Flo ra
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ICON REVOLUTION
+ COLOR SCHEME
USER INTERFACE
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H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
P r o j e c t : Flo ra
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Epiphanies
P r o j e c t : Flo ra
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P r o j e c t : Flo ra
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P r o j e c t : Flo ra
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Epiphanies
P r o j e c t : Flo ra
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Epiphanies
P r o j e c t : Flo ra
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Epiphanies
P r o j e c t : Flo ra
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H a i H s i a n g ( Al e x ) L a n g , b f a .
Epiph a n i e s
P hoto c r e d it : L o u v r e A b u d h a b i b y j e a n n o u v e l
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project 04
LITERARY, RAIN OF LIGHT
P ro j e c t : J e a n N o uv e l+ P ur e D e sign
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P ro j e c t J ea n N ou vel + Pu r e D es i g n I n s tr u c tor J oh n N et t l et on Co u r s e G r a p h i c D es i g n 2 C at e g or y A r c h i t ec t u r e C a m p a i g n V i s u a l Sy s t em
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Epiphanies
“An architect’s knowledge is literary, cinematic, philosophical. It is about a vision of the world. Given what is going on at the moment, how things change for architects. I am going to have to take a militant stand once again. Today’s plague, which you find everywhere, is big business. We finally find ourselves with yet another ring of development around the city with no real thought about urbanism or integration, just thrown up as fast as possible. It’ll just give us another series of shit. It is a scandal, both morally and humanly!” Jean Nouvel, French Architect
P r o j e c t : J e a n N o uv e l+ P ur e D e sign
O B J E CT IVE Create a marketing campaign for a French architect named Jean Nouvel. The exhibition will be held at the San Francisco Museum of Modern Art (SFMOMA) and will create a contemporary architectural experience. Light is a source of inspiration for Nouvel’s work. This exhibition’s design framework captures the nature of his design and turns it into a visual system. AP P ROAC H Architecture is the art of space, but in the view of Jean Nouvel, the most influential architect in contemporary France, light is the source of all architecture. He is skilled at combining steel, glass, and light to produce a new architectural picture that satisfies the structural base setting and meaning while also adding beauty to the work. To reflect that design point, I used solid color with transparency to see through the color. I used arrow as main graphic elements to navigate the design system and be the and show the feel of contemporary.
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P ro j e c t : J e a n N o uv e l+ P ur e D e sign
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P r o j e c t : J e a n N o uv e l+ P ur e D e sign
P hoto c r e d it : J e a n n o u v e l
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P r o j e c t : J e a n N o uv e l+ P ur e D e sign
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P r o j e c t : J e a n N o uv e l+ P ur e D e sign
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About
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AN
DESIGN
We shape our buildings thereafter they shape us. →
UVEL
SEE ARTICLE
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P r o j e c t : J e a n N o uv e l+ P ur e D e sign
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www.sfmoma.org/specialexhibition/jeannouvel
About
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JEAN NOUVEL
We shape our buildings
+PURE DESIGN
thereafter they shape us. →
SCROLL DOWN
SEE ARTICLE
→ www.sfmoma.org/specialexhibition/jeannouvel
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Serpentine Gallery EXHIBITION
The Red Sun Pavilion September 23–December 21, 2019 Floor 6
TICKETS
A summer pavilion for the Serpentine Gallery? Where to begin? How to launch into motion? By opening my eyes… where am I?
Entry to this exhibition is included with general admission.
In England. In London. In Hyde Park. English parks are a characteristic of English towns and cities. Expanses of lawn for all to enjoy. Meadows, really, of neatly-mown grass. Mostly flat, with trees and shrubs randomly dotted as though they had always been there, not something anyone really thought of. You can feel the city all around, as though it too had always been there. Most of the trees are deciduous; the seasons clearly proclaimed. From time to time a construction appears in this vast urban calm, a road or a path, occasionally a pond or a stream.
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One wonders why such simple urban parks, these immense vacuities, are so rarely seen in other countries. Such a semblance of nothing is no small feat… leaving this huge, empty space open for all. One imagines the energy it must have taken to protect it. The constant care that must go into its maintenance, to keep the grass at just the right height, the trees in perfect health, so that everyone might stroll through this peaceful space and feel they are at home, in their city, in their park, the most natural thing in the world. So that whatever my mood, my desire for exteriority, alone, as a couple, with family or friends, whatever my age, the idea of spending a few minutes or a few hours in Hyde Park remains a peaceful temptation.
→ www.sfmoma.org/specialexhibition/jeannouvel
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Serpentine Gallery
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Process in Serpentine Gallery
→
Red is summer heat. Red complements green. Red is bright, alive, piercing. Red is provocative, forbidden, loud. Red is as English as a red rose, as red as London’s iconic objects, a double-decker bus or a telephone box, the transitory places we gravitate towards.
Hai Hsiang (A All e x ) L a n g , b f a .
P hoto c r e d it : j or d a n m a d ri d 2 0 1 8
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project 05
PROGRAM LOGICAL THINKING
Pr o j e c t : C o de Br e a k e r ro
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P ro j e c t C od eB r ea k er I n s tr u c tor C h r i s t i n e G eor g e Co u r s e Pa c k a g e D es i g n 3 C at e g or y B oa r d G a m e D es i g n Branding
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
The famous physicist and Nobel Prize winner Max von Laue once commented on education, "The most important thing is not to acquire knowledge, but to develop logical thinking skill. Education is nothing more than what is left when everything has been learned is forgotten. Obviously, the game for education and talents in the intelligent age will be a competition of the pros and cons of "Thinking ability" rather than a game of knowledge stock."
P r o j e c t : C o de Br e a k e r
O B J ECT IVE The project is to design a board game. We could redesign an existing board game or design a new game. I decided to do one of my own. My board game is named CodeBreaker, which is a logic game. It is important to begin learning at a young age. Providing children with the appropriate methods and interesting paths to follow will make developing their reasoning and senses much more enjoyable and easy. When it comes to the future, children should learn the “operational reasoning” behind the software rather than becoming another qualified machine. AP P ROAC H I ditched the old way of doing things and revamped a series of board games with program characters like C++, Javascript, Python, and iOS Siri. The goal was to create a new programming environment by combining the game’s rules and stories with four program logics. Since the game takes place on the ocean, the game’s theme is pirates. To convey a feeling of adventure, I used earth tones and rough textures.
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P ro j e c t : C o de Br e a k e r
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Epiph a n i e s
P ro j e c t : C o de Br e a k e r
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Epiph a n i e s
P ro j e c t : C o de Br e a k e r
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Phthon Phthon
Ruby & July Ruby & July
Javascrip Javascrip
Phthon Compiler
Ruby & July Phthon
Javascrip Ruby & July
Javascri
Siri Sir He
Siri He
Compiler
Phthon
Ruby & July
Javascri
LadyLady C ++C ++
Android Android
Alpha Alpha Go Go
LadyCoding C ++
Android Lady C ++
Alpha Go Android
Alpha
Compiler Coding
Phthon Lady C ++
Ruby Android & July
Javascrip Alpha
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P r o j e c t : C o de Br e a k e r
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Lady C ++
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Epiphanies
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Loop x2 x2 Loop
Loop x3 x3 Loop
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Heal Heal
Absorb Absorb
Change Change
Target Target
Vulcan Vulcan Vulcan Vulcan
Siren Siren Siren Siren
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Loop Loop x3 Loop x 3Loop x3 x3
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P ro j e c t : C o de Br e a k e r
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Epiphanies
P r o j e c t : C o de Br e a k e r
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Hai Hsiang (A All e x ) L a n g , b f a .
P hoto c r e d it : P e x e l G ay l e I m a g e
EEpiph piphanies
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project 06
LEARNING FROM NATURE
Pr ro o j e c t : Bio mimicry
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P ro j e c t B i om i m i c r y I n s tr u c tor J oh n N et t l et on Co u r s e V i s u a l Sy s t em 1 C at e g or y Exh i b i t i on D es i g n V i s u a l Sy s t em
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
Biomimicry is innovation inspired by nature. In a society accustomed to dominating or “improving” nature, this respectful imitation is a radically new approach, a revolution really. Unlike the industrial revolution, the biomimicry revolution introduces an era based not on what we can extract from nature, but on what we can learn from her. Janine Benyus, natural sciences writer
P r o j e c t : Bio mimicry
O B J ECT IVE The project was to create a visual system to solve a problem. There were no limits. I decided to do an exhibit. Bionic is motivated by biological values, learning from nature, and solving problems. Humans’ increased appetite has become an increasingly heavy burden on the world. The Earth’s regenerative ability has been surpassed by human consumption. As a consequence, long-term sustainability is crucial to our survival. The California Academy of Sciences and BASF SE are also sponsors of this effort. AP P ROAC H BASF SE illustrates how integrating the sense of sustainable living with bionic technologies will help solve human society’s challenges by imitating nature’s sustainable wisdom. Since 1865, BASF SE has been a German chemical company. The special exhibition exposes the public to the idea of bionics in order to combine domestic and international bionic technology innovations from animals, plants, and natural environments into design themes that implement visual aesthetics. With vivid colors and forms from nature, I developed a visual language for Biomimicry in this project. The focal point is the pigment fusion. It explains how nature and technology combine to produce a brand new technology that helps humans to establish biodiversity.
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P r o j e c t : Bio mimicry
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P r o j e c t : Bio mimicry
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P r o j e c t : Bio mimicry
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P r o j e c t : Bio mimicry
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P hoto c r e d it : d a n i e l v o g e l 2 0 1 7
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p roj e ct 07
VINTAGE FINE WINEMAKING
r o j e c t : P ick y Mo nk e y P ro
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P ro j e c t Pi c k y M on k ey I n s tr u c tor C h r i s t i n e G eor g e Co u r s e Pa c k a g e D es i g n 3 C at e g or y W i n e d es i g n Branding Pa c k a g i n g D es i g n
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
In ancient Asia, humans weren't specialists in deciding what was a healthy fruit and when to produce wine, but monkeys did. Monkeys have a natural instinct for selecting the most delectable fruits. Monkeys pick fruits and store them in the mountains. The upper fruit squeezes the fruits on the bottom layer. It bursts, releasing fruit pulp. At the same time, the fruit pulp combines with the wild yeasts attached to the skin of ordinary fruit, resulting in wine, since the upper layer of fruit blocks the air.
P r o j e c t : P ick y Mo nk e y
O B J ECT IVE Create a packaging system for a brand of wine by doing research and evaluating the marketplace and target audience. By examining the marketing and branding of a product line, the concept and graphic style elevate a brand’s product through packaging. AP P ROAC H Picky Monkey is my own brand, which was established in Taiwan in 1997. In ancient Asia, humans were not specialists in picking what was the finest fruits and when to produce wine, but monkeys did. Monkeys have a natural instinct for selecting the most delectable fruits. Monkeys pick fruits and store them in the mountains. The upper fruit squeezes the fruits on the bottom layer. They burst, releasing fruit pulp. Around the same time, the fruit pulp combines with the wild yeasts attached to the skin of ordinary fruit, resulting in wine, since the upper layer of fruit blocks the air.
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P r o j e c t : P ick y Mo nk e y
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Epiphanies
P r o j e c t : P ick y Mo nk e y
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P r o j e c t : P ick y Mo nk e y
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P r o j e c t : P ick y Mo nk e y
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P ro j e c t : P ick y Mo nk e y
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P hoto c r e d it : a l a n a h a rri s 2 0 1 4
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project 08
WHEN WE ARE TOGETHER
r o j e c t : Fa mily Fo rtune s P ro
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P ro j e c t F a m i l y F or t u n es I n s tr u c tor A r i el G r ey Co u r s e T y p og r a p h y 3 C at e g or y C ook b ook Ed i t or i a l
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
I feel a warmth around me like your presence is so near. And I close my eyes to visualize your face when you were here. I endure the times we spent together, and they are locked inside my heart as long as I have those memories we will never be apart. Even though we rarely see each other, your voice is always there, because every night before I sleep, I have your kiss on my cheek.
P r o j e c t : Fa mily Fo rtune s
O B J ECT IVE The goal of the project is to design a conceptual cookbook around a chosen topic. Taiwan is a foodie’s heaven. Although Taiwan is known for its street food, I chose to focus on foods that are related to some Taiwanese festivals. Each festival has its own foods and interpretations, and I thought it would be fascinating for foreigners to learn more about Taiwanese culture. People nowadays tend to be unconcerned with these customs, which is cruel because we, Taiwanese people, are losing our own culture. Each festival also has a lovely tale and importance. AP P ROAC H The theme of my cookbook is about family fortunes. The main thing I wanted to convey was that improving a family’s quality of life necessitates family action. You will feel at home and enjoy the pleasure of being together with family in everyday companionship. You can feel the warmth as people come together. The past is no longer important. Instead of merely asking people to think about the past, why don’t I turn the past into something that people would accept? By merging antique Taiwanese colors and designs with a sleek style, history would be preserved rather than erased.
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P r o j e c t : Fa mily Fo rtune s
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P ro j e c t : Fa mily Fo rtune s
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P hoto c r e d it : l a u r a a d a i 2 0 2 1
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project 09
COLOURS THAT INSPIRE
Pr ro o j e c t : S imple H ue
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P ro j e c t Si m p l e H u e I n s tr u c tor T h om a s M c N u l t y Co u r s e Pa c k a g e D es i g n 2 C at e g or y Branding Pa c k a g i n g D es i g n
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
Fine colours implies a unified relationship, in which each part is subordinate to the whole, and the transitions between them are felt to be as precious and beautiful as the colours themselves. In fact, the colours themselves must be continuously modified and broken as part of the transition. Sir Kenneth Clark, Museum Director
P r o j e c t : S imple H ue
O B J E CT IVE The project's goal is to come up with an idea for an environmentally sustainable paint line that can be created with the aid of an artist, designer or painter. Benjamin Moore Paints is a color manufacturer based in the United States. Scientists and technicians at Benjamin Moore laboratories and production facilities aim to build on the products already superior application, performance properties, and environmental protection. Their love for color encourages them to keep hunting for the right hues that make our customers think, "That's the color I like." AP P ROAC H Benjamin Moore has done an excellent job of establishing a solid reputation and producing high-quality products. My task was to extend their product line to include powdered mixed paints for a broader variety of applications and time periods. They’ve developed a method for producing environmentally friendly, anti-allergenic, and anti-asthmatic products. My design of powder mix paint under Benjamin Moore considers multiple aspects. The container is paper-based, which is lighter and easier to recycle. Large, medium, and small sizes are available. The large size is designed so that children can easily pick it up by one hand; not like traditional huge paint cans. P RIC E RAN G E Around US22.99 to US49.99
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Epiphanies
P r o j e c t : S imple H ue
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Epiphanies
P r o j e c t : S imple H ue
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Epiphanies
P r o j e c t : S imple H ue
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project 10
THE SHAPE OF MOVEMENT
Pr o j e c t : The S hape o f Mo v e men t ro sha
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P ro j e c t T h e Sh a p e of M ovem en t I n s tr u c tor D a vi d H a k e Co u r s e G r a p h i c D es i g n 1 C at e g or y B ook D es i g n Branding Ph ot og r a p h y
H a i H s i a n g ( A l e x ) L a n g , b fa .
Epiphanies
The act or method of traveling is referred to as a movement. It provides you with both energy and feeling. People can’t see, but they can sense, the color of speed. The universe revolves around the motion. Anything is on the move. The movement can be seen everywhere over us. It takes every shape we can think of. H a i H s i a n g ( A l e x ) L a n g , G r a p h i c D es i g n e r
P r o j e c t : The S ha pe o f Mo v e men t
O B J ECT IVE The aim of this project is to construct a conceptual book for the natural pheromone that has been selected. We had to use one natural pheromone and use it to build an identity, photography, typography, info graphic, and environmental design, among other things. Each spread used the natural pheromone to present different design principles with our own writing. AP P ROAC H The natural pheromone chosen for this project is “movement.” I use the concept of movement to create the identity for this book, website, and the amount other things. I use orange as a primary color throughout the project. It was really challenging to design typography, photography, and other elements to present movement, so I created a story for the book. The story is very abstract but understandable in the way of art.
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P r o j e c t : The S ha pe o f Mo v e men t
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The Shape of Movement Hai Hsiang (Alex) Lang (415) 513-6333 alexlangstudios@gmail.com alexlangstudio.com
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extra bonus
IDENTITY COLLECTION
P ro j e c t : I de ntity C o lle ctio n
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INFO
About I d en t i t y C ol l ec t i on I n s tr u c tor A l l I n s t r u c t or Co u r s e Sel ec t ed C ou r s e C at e g or y Branding
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Darkness the
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Through
Darkness the
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CodeBreaker Play Y our Way Out!
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CodeBreaker Play Y our Way Out!
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MY DEEPEST GRATITUDES
P ro j e c t : A ckno wle dge me nt
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D e a r Mo m a n d D a d , First of all, I want to say thank you for giving me the experience of a lifetime. Ther e is an ocean between us. When I stay on the other side of the earth is not easy for me at all. Especially in the beginning, I’d cry during sleep because I missed you so much. But studying abr oad has been the best thing I have ever experienced in my life. It may also be one of the most gratifying experiences that I will ever have. However, none of these opportunities would be possible without par ents like you. Thank you for trusting me to do this, for supplying me with this once-a-lifetime experience. Being away fr om home let me r ealize what is the meaning of home. A home is wher e you can always go back and ther e’s always your beloved family or lover waiting for you and happy to see you. Studying abr oad gives me so many epiphanies either it is a lifestyle, pr ofessionalism, or even a r elationship. I could never have imagined how much I would absolutely willing to being her e in the US and how I can not wait for you to visit so that I can act as a tour guide and show you a little bit of how amazing it is her e. To be able to live in the States while studying the classes that I can’t lear n and experience in Taiwan just br oadens my horizon. I think it’s the magic of being out of the home that we miss our family mor e, we ar e being mor e observed to things ar ound us. It is very funny that when I went back to Taiwan during the long br eak, I started to see and hear things that I wouldn’t r ecognize befor e. That amazed me because I was bor n and raised in Taiwan, I was surprised that I did not know those things. I can see those things because have been away fr om home to let me clear my mind as a “Taiwanese”. Now when I go home, I am like a tourist that I want to go and see anywher e, and that’s a wonder ful heart to have to be a human. Lots of love
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MY DESIGN INFLUENCERS
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T o m y i n s tr u c tor s , It’s har d to imagine it’s been five years since I last attended the Academy of Art. Thank you to all of the teachers who trained me, whether it was in the ar ea of language or pr ofessional.
P rof e s s io n a l i n s tr u c tor s Thank you Mary Scott, Phil Hamlett, Hunter Wimmer, John Nettleton, Thomas McNulty, Christine George, Ariel Gr ey, Amy Br oadbent, David Hake, Rico Peng, Nikolai Loktef f, Chenoa War ner, Bob Slote, James Gleeson, Car olina De Bartolo, Joseph Szymanski, Michael Lee, Colin Sebestyen, Eric Fr ederick, Michael Catanzar o, Jacques Rossouw, Jer emy Stout, Baez Rodolfo, Thomas Mungovan, Kimberly Schafer.
L a n g u a g e s u pport s Thank you Hilair e Fong, Colin Blake, Anne Ochampaugh, Audr ey Or dona, Mona Shah, Erika Weisbrich.
H a i H s i a n g ( Al e x ) L a n g , b f a .
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This book is inspired by my life by great and minor epiphanies...
H a i H s i a n g ( A l e x ) L a n g ’s B F A . P o r t f o l i o f r o m 2 0 1 7 t o 2 0 2 1
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Co n ta c t H a i H s i a n g ( A l ex) La n g + 1 415 513 6333 a l exl a n g s t u d i os @g m a i l . c om a l exl a n g s t u d i o. c om S c hool Ac a d em y of A r t U n i ver s i t y Sc h ool of G r a p h i c D es i g n 7 9 N ew M on t g om er y St r eet Sa n F r a n c i s c o, C A U SA M a j or B FA G r a p h i c D es i g n a n d D i g i t a l M ed i a I n s tr u c tor M a r y Sc ot t Boo k T itl e E p i p h a n i es Font SF Pr o Friz Quadrata H a t t on P ri n t + Bi n d i n g I n H i a t u s St u d i os
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