https://serenahuangpaul.com Serena Huang-Paul Wed, 13 Nov 2024 19:52:09 +0000 https://serenahuangpaul.com en https://serenahuangpaul.com/Homepage Sat, 18 May 2024 17:44:19 +0000 Serena Huang-Paul https://serenahuangpaul.com/Homepage <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/fa8c56283f5f5984226a72841df0c765efaeeb76bfe632ae1aa9e222d21f007f/iPadmini-Portfolio-Thumbnail.gif" data-mid="222015010" border="0" src="https://freight.cargo.site/w/1000/i/fa8c56283f5f5984226a72841df0c765efaeeb76bfe632ae1aa9e222d21f007f/iPadmini-Portfolio-Thumbnail.gif" />IPAD MINI IDENTITY DESIGN &amp; ART DIRECTION <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/4c8e1535f264cdc208d9830f14a818cb3834e26e8fbda9ad9d36fd06c0eca0f9/Web-Portfolio-Thumbnail-Inflate-short2.gif" data-mid="221015004" border="0" src="https://freight.cargo.site/w/1000/i/4c8e1535f264cdc208d9830f14a818cb3834e26e8fbda9ad9d36fd06c0eca0f9/Web-Portfolio-Thumbnail-Inflate-short2.gif" />IPAD AIR IDENTITY DESIGN &amp; ART DIRECTION <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/ceec17ef5e403041a4e7b826539ed66e6ac409fbf82f6bc617c6cfa7837f4955/RISD-Motion-Poster-Portfolio-Thumbnail.gif" data-mid="220944837" border="0" src="https://freight.cargo.site/w/1000/i/ceec17ef5e403041a4e7b826539ed66e6ac409fbf82f6bc617c6cfa7837f4955/RISD-Motion-Poster-Portfolio-Thumbnail.gif" /> RISD GRAD SHOW 2023IDENTITY DESIGN <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/b3d522ef07c7bb96f7792f78206a5ca30ffe9b9c7bef5ae3e36b7223a8dc95c2/macBook-Pro-back2back-motion-thumbnail-v2.gif" data-mid="220886217" border="0" src="https://freight.cargo.site/w/1000/i/b3d522ef07c7bb96f7792f78206a5ca30ffe9b9c7bef5ae3e36b7223a8dc95c2/macBook-Pro-back2back-motion-thumbnail-v2.gif" />MACBOOK PROIDENTITY DESIGN &amp; ART DIRECTION <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/a1c4e8bda13564b0bbbe613696d858e727b5ee09e62f3274fce7dd6cc5dd17d5/241031-timCookCard-Thumbnail.jpg" data-mid="221037759" border="0" src="https://freight.cargo.site/w/1000/i/a1c4e8bda13564b0bbbe613696d858e727b5ee09e62f3274fce7dd6cc5dd17d5/241031-timCookCard-Thumbnail.jpg" />HAPPY HOLIDAYS, FROM TIMDESIGN &amp; ILLUSTRATION <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/ec6a027c4c45b3497768d1d23cfb30a90d93058c5a6adf3e390bdb72af529d25/i-d_rather_go_blind_VIDEO_INTRO_trimmed_2K_15.37.27.gif" data-mid="221740676" border="0" src="https://freight.cargo.site/w/1000/i/ec6a027c4c45b3497768d1d23cfb30a90d93058c5a6adf3e390bdb72af529d25/i-d_rather_go_blind_VIDEO_INTRO_trimmed_2K_15.37.27.gif" /> I’D RATHER GO BLINDIDENTITY, ENVIRONMENTAL &amp; WEB DESIGN <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/a1f5efb606e02acd6cc01b2f65de6f5d40b0ed452d888a8e81e522031fe30759/crossover-logics-thumbnail-1500x1000.png" data-mid="213218857" border="0" src="https://freight.cargo.site/w/1000/i/a1f5efb606e02acd6cc01b2f65de6f5d40b0ed452d888a8e81e522031fe30759/crossover-logics-thumbnail-1500x1000.png" /> CROSSOVER LOGICSGRADUATE THESIS <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/d204e47adcc4b26d88379a5e556c37f93c4f64a202866b3551e7c08d13a80507/240819_Fractal_BenditoMockup-TO-Poster-02_1200x800.jpg" data-mid="216627028" border="0" src="https://freight.cargo.site/w/1000/i/d204e47adcc4b26d88379a5e556c37f93c4f64a202866b3551e7c08d13a80507/240819_Fractal_BenditoMockup-TO-Poster-02_1200x800.jpg" /> FRACTALPOSTER <img width="1512" height="1134" width_o="1512" height_o="1134" data-src="https://freight.cargo.site/t/original/i/d1e0fe454f8a1e95e520b9f78a2657ba6f18105fc9a00d282a7951c7076e8f83/atlas-compiled-gif-small.gif" data-mid="213219230" border="0" src="https://freight.cargo.site/w/1000/i/d1e0fe454f8a1e95e520b9f78a2657ba6f18105fc9a00d282a7951c7076e8f83/atlas-compiled-gif-small.gif" /> ATLASPUBLICATION DESIGN <img width="1179" height="661" width_o="1179" height_o="661" data-src="https://freight.cargo.site/t/original/i/e4a29f0d90a317a7f1617abbf3c16c2822477cb8ec27ae340a82413089be7a08/pelton-paintings-thumbnail.jpg" data-mid="213218915" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/e4a29f0d90a317a7f1617abbf3c16c2822477cb8ec27ae340a82413089be7a08/pelton-paintings-thumbnail.jpg" /> PELTON PAINTINGS GENERATIVE DESIGN &amp; CODING <img width="1200" height="801" width_o="1200" height_o="801" data-src="https://freight.cargo.site/t/original/i/147754a9f8449b4932ab73e2a0f9aa3bd0766c77917b44e5364f1f9888c11bb2/quarterly-thumbnail.jpg" data-mid="221169324" border="0" src="https://freight.cargo.site/w/1000/i/147754a9f8449b4932ab73e2a0f9aa3bd0766c77917b44e5364f1f9888c11bb2/quarterly-thumbnail.jpg" /> QUARTERLYTYPE DESIGN https://serenahuangpaul.com/iPad-mini Thu, 31 Oct 2024 02:13:35 +0000 Serena Huang-Paul https://serenahuangpaul.com/iPad-mini IPAD MINIIDENTITY DESIGN &amp; ART DIRECTION Creative Direction: Rob SherwoodArt Direction: Lucien Ng, Bella HuangDesign: Serena Ho, Bella Huang For the 2024 iPad mini campaign, my team was challenged with creating a fresh look for a product that was being released in four new colors and with an updated A17 Pro chip, but whose form factor would remain more or less unchanged. Our solution was to hone in on the iPad mini’s petite size; so small, in fact, that it can be held in a single hand, leaving your other hand free to easily take notes, draw, or read on the go. We created a rich suite of screen content that not only highlighted the four new hardware colors, but also the newly announced capabilities of iOS 18, Apple Intelligence, and Apple Pencil Pro. Each screen was tailored to speak directly to iPad mini’s devoted fans, including teachers and students, artists creating on the move, and small business owners using the mini to manage their busy, mobile lives.&nbsp; <img width="1557" height="1039" width_o="1557" height_o="1039" data-src="https://freight.cargo.site/t/original/i/f00db99caa8ac9537500b0c7df2cb2a9e2d3e463d2b3cca9497c6858646b9e36/iPadmini-vertical-poster.jpg" data-mid="220739065" border="0" src="https://freight.cargo.site/w/1000/i/f00db99caa8ac9537500b0c7df2cb2a9e2d3e463d2b3cca9497c6858646b9e36/iPadmini-vertical-poster.jpg" /> <img width="1557" height="1039" width_o="1557" height_o="1039" data-src="https://freight.cargo.site/t/original/i/493904e6c399fc0f996936e418283dfe2b421e7161e1684040deb19156b15263/iPadmini-controlAngle-4color.jpg" data-mid="220739062" border="0" src="https://freight.cargo.site/w/1000/i/493904e6c399fc0f996936e418283dfe2b421e7161e1684040deb19156b15263/iPadmini-controlAngle-4color.jpg" /> <img width="1769" height="1192" width_o="1769" height_o="1192" data-src="https://freight.cargo.site/t/original/i/184c508bf2c5ea9bbf31d4a1f39897b4587e4cb1c2c3bc8f5a4e7578e4f00470/mini-apps1.png" data-mid="220688179" border="0" src="https://freight.cargo.site/w/1000/i/184c508bf2c5ea9bbf31d4a1f39897b4587e4cb1c2c3bc8f5a4e7578e4f00470/mini-apps1.png" />↑ Various screens created to show off the most popular apps used on iPad mini. <img width="765" height="765" width_o="765" height_o="765" data-src="https://freight.cargo.site/t/original/i/d17f7b56d95bcea8034050c34faebb65d962f0fa51747fd1c4750d8c924c7b33/mathNotes.jpg" data-mid="220688494" border="0" src="https://freight.cargo.site/w/765/i/d17f7b56d95bcea8034050c34faebb65d962f0fa51747fd1c4750d8c924c7b33/mathNotes.jpg" />↑→ Screen content, subject matter, and art direction were designed to highlight newly announced products and features such as iOS 18’s Math Notes and the Apple Pencil Pro.&nbsp; <img width="1147" height="765" width_o="1147" height_o="765" data-src="https://freight.cargo.site/t/original/i/c3f67dafcafd021cef99da66e23226d5824f31b2f42118436cc149707ce401b9/pencilPro.jpg" data-mid="220688498" border="0" src="https://freight.cargo.site/w/1000/i/c3f67dafcafd021cef99da66e23226d5824f31b2f42118436cc149707ce401b9/pencilPro.jpg" /> &nbsp; ↑ Glowing colors were used throughout the art direction to hint at Apple Intelligence, which the new iPad mini, powered by the A17 Pro Chip, would be equipped to handle. https://serenahuangpaul.com/iPad-Air Sun, 19 May 2024 17:36:56 +0000 Serena Huang-Paul https://serenahuangpaul.com/iPad-Air IPAD AIRIDENTITY DESIGN &amp; ART DIRECTION Creative Direction: Rob Sherwood Art Direction: Lucien Ng, Nick Stover Design: Serena Ho, Bella Huang, Han Sol Jang, Pamela Villalobos For the 2024 iPad Air campaign, I worked with my team to create a brand concept that would highlight the new iPad’s light form factor and the availability of a larger 13″ screen. The resulting art direction brought to life a universe where iPads weightlessly float through the sky. &nbsp;<img width="1689" height="1126" width_o="1689" height_o="1126" data-src="https://freight.cargo.site/t/original/i/6dabe55210f7778fbcc4946431a15c57e8f504ca05815d9bb9ba5da4e6deae7c/fresh_air_hero_1600p_Web.jpg" data-mid="211228635" border="0" src="https://freight.cargo.site/w/1000/i/6dabe55210f7778fbcc4946431a15c57e8f504ca05815d9bb9ba5da4e6deae7c/fresh_air_hero_1600p_Web.jpg" /><img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/84f7483fa130e11504b90fe74a1a914464db4e324df221e328ec00d2a53a39b2/fresh_air_horizontalretail_2000p_Web.jpg" data-mid="211228698" border="0" src="https://freight.cargo.site/w/1000/i/84f7483fa130e11504b90fe74a1a914464db4e324df221e328ec00d2a53a39b2/fresh_air_horizontalretail_2000p_Web.jpg" /><img width="1910" height="722" width_o="1910" height_o="722" data-src="https://freight.cargo.site/t/original/i/98b696ccaf62173215da1a2fbad58a72830fc804c64c83f51e930c0f475a2a3b/air_hwsketches_web.jpg" data-mid="211229177" border="0" src="https://freight.cargo.site/w/1000/i/98b696ccaf62173215da1a2fbad58a72830fc804c64c83f51e930c0f475a2a3b/air_hwsketches_web.jpg" />↑ A small sample of the many hardware studies we completed in the process of finding the hero angles that would be featured across the campaign. <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/1845cff4a78c9717d26dababf267ea1c28ff487355fc2031958809006c777d1a/231208_Keynote_SH_11x13_2000x1125.jpg" data-mid="216642581" border="0" src="https://freight.cargo.site/w/1000/i/1845cff4a78c9717d26dababf267ea1c28ff487355fc2031958809006c777d1a/231208_Keynote_SH_11x13_2000x1125.jpg" /> <img width="1613" height="2289" width_o="1613" height_o="2289" data-src="https://freight.cargo.site/t/original/i/b66eba246d39054f4d75dd4ee9e5dbc41f7506797a122020141a169c7d947fca/air_website_1600p_web.jpg" data-mid="211413031" border="0" src="https://freight.cargo.site/w/1000/i/b66eba246d39054f4d75dd4ee9e5dbc41f7506797a122020141a169c7d947fca/air_website_1600p_web.jpg" /> https://serenahuangpaul.com/MacBook-Pro Sun, 26 May 2024 16:19:12 +0000 Serena Huang-Paul https://serenahuangpaul.com/MacBook-Pro MACBOOK PROIDENTITY DESIGN &amp; ART DIRECTION Creative Direction: Rob Sherwood Art Direction: Lucien Ng, Nick Stover Design: Serena Ho, Bella Huang, Han Sol Jang, Pamela Villalobos I worked on design and art direction for the 2022 MacBook Pro campaign, including hardware art direction, type treatment, device wallpapers, and retail panels. The art direction conveys a monumental, heroic feeling to highlight MacBook Pro’s power and capability. <img width="1907" height="1030" width_o="1907" height_o="1030" data-src="https://freight.cargo.site/t/original/i/843857d58e8253a3899a2011a7802e18e628d2117b4ad65885d015cb24373a24/MacBook-hero1.jpg" data-mid="211680535" border="0" src="https://freight.cargo.site/w/1000/i/843857d58e8253a3899a2011a7802e18e628d2117b4ad65885d015cb24373a24/MacBook-hero1.jpg" /><img width="1907" height="1030" width_o="1907" height_o="1030" data-src="https://freight.cargo.site/t/original/i/7ec89eb74695cb9c20cbd344cc2f76e46835db9e9b524bf63b8d7e85a5c7f302/MacBook-Channel.jpg" data-mid="211680536" border="0" src="https://freight.cargo.site/w/1000/i/7ec89eb74695cb9c20cbd344cc2f76e46835db9e9b524bf63b8d7e85a5c7f302/MacBook-Channel.jpg" /><img width="1907" height="1030" width_o="1907" height_o="1030" data-src="https://freight.cargo.site/t/original/i/16ebc8687927f026148aa2f1e693a38ffa2cc183bd354e0c1255bc65196a77b9/MacBook-DM-WP.jpg" data-mid="211680537" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/16ebc8687927f026148aa2f1e693a38ffa2cc183bd354e0c1255bc65196a77b9/MacBook-DM-WP.jpg" /> ↑ Device wallpapers and wallpaper animation. Wallpapers were inspired by the floor plan of the MacBook Pro’s M2 chip. <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/748fb483b502622bd16d9090d63ba075839d27975053c64aad875a3d67614567/Apple_04.png" data-mid="211680643" border="0" src="https://freight.cargo.site/w/1000/i/748fb483b502622bd16d9090d63ba075839d27975053c64aad875a3d67614567/Apple_04.png" /> <img width="1500" height="1125" width_o="1500" height_o="1125" data-src="https://freight.cargo.site/t/original/i/d5a10b1c11b4bfdfdc1e47753a352d9855398578e17c17c0838a1c18983bd34b/220804_J41x_HW_Silver_06-B2BLeft-Transp-50p.jpg" data-mid="211680900" border="0" src="https://freight.cargo.site/w/1000/i/d5a10b1c11b4bfdfdc1e47753a352d9855398578e17c17c0838a1c18983bd34b/220804_J41x_HW_Silver_06-B2BLeft-Transp-50p.jpg" /> <img width="1500" height="1125" width_o="1500" height_o="1125" data-src="https://freight.cargo.site/t/original/i/5f740af25e22327b521b33ddf0d1a44592f25a641b37e5c594427ac0adc28258/220802_J41x_HW_BLK_SpaceGray_05-FrontSingle0005-50p.png" data-mid="211680902" border="0" src="https://freight.cargo.site/w/1000/i/5f740af25e22327b521b33ddf0d1a44592f25a641b37e5c594427ac0adc28258/220802_J41x_HW_BLK_SpaceGray_05-FrontSingle0005-50p.png" /> https://serenahuangpaul.com/Happy-Holidays-From-Tim Sat, 18 May 2024 17:40:37 +0000 Serena Huang-Paul https://serenahuangpaul.com/Happy-Holidays-From-Tim HAPPY HOLIDAYS, FROM TIM DESIGN &amp; ILLUSTRATION Art Direction:Jeff Close I designed Tim Cook’s annual holiday and Lunar New Year cards, which are personally signed and sent from Tim every holiday season. Each card features a recognizable Apple icon (the Swift and Apple logos). <img width="1999" height="930" width_o="1999" height_o="930" data-src="https://freight.cargo.site/t/original/i/b4cc2a16c748b0f0dfa2c941019f5c7166eac259f37169d0c774dfe995b773ea/Apple-Holiday-Card-Bird-cropped.png" data-mid="211325169" border="0" src="https://freight.cargo.site/w/1000/i/b4cc2a16c748b0f0dfa2c941019f5c7166eac259f37169d0c774dfe995b773ea/Apple-Holiday-Card-Bird-cropped.png" /><img width="1785" height="838" width_o="1785" height_o="838" data-src="https://freight.cargo.site/t/original/i/f1390158481d37ba093e80d37bf254ce2d2c64a554753f253ee2c3d2e5ba6bc0/Apple-Holiday-Card-Noodles-cropped.png" data-mid="211325210" border="0" src="https://freight.cargo.site/w/1000/i/f1390158481d37ba093e80d37bf254ce2d2c64a554753f253ee2c3d2e5ba6bc0/Apple-Holiday-Card-Noodles-cropped.png" /> <img width="1281" height="1814" width_o="1281" height_o="1814" data-src="https://freight.cargo.site/t/original/i/39fa043a8dc21e83dc116c447e0d3ac49f0093696cd9b479de32c4d3cd25a6a5/240819_TC-CNY-Card_InSitu.jpg" data-mid="216634847" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/39fa043a8dc21e83dc116c447e0d3ac49f0093696cd9b479de32c4d3cd25a6a5/240819_TC-CNY-Card_InSitu.jpg" /> <img width="1281" height="1814" width_o="1281" height_o="1814" data-src="https://freight.cargo.site/t/original/i/46dd52bb72351f28ded2c70096a74e5b03be1bb5dab4bf7efb9ad4fdd6dbb521/240819_TCDoveCard_InSitu.jpg" data-mid="216634848" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/46dd52bb72351f28ded2c70096a74e5b03be1bb5dab4bf7efb9ad4fdd6dbb521/240819_TCDoveCard_InSitu.jpg" /> https://serenahuangpaul.com/I-d-Rather-Go-Blind Wed, 13 Nov 2024 19:52:09 +0000 Serena Huang-Paul https://serenahuangpaul.com/I-d-Rather-Go-Blind I’D RATHER GO BLINDIDENTITY, ENVIRONMENTAL, AND WEB DESIGNDesigned with Dougal Henken and Ingrid Schmaedecke I’d Rather Go Blind was a fine art gallery exhibition held at RISD’s Gelman Gallery, curated by Ebony L. Haynes of David Zwirner Gallery and 52 Walker. The show collected diverse works of video, sculpture, photography, and painting, with all the pieces centering on the theme of translating the ephemeral into the physical. To convey this theme, as well as bring to life the provocative name of the show,&nbsp;I’d Rather Go Blind (inspired by the 1967 Etta James song of the same name), my team and I created a set of abstract, blurred scribbles to represent the ephemeral energy that animates the artist’s hand. &nbsp; &nbsp;<img width="2000" height="1335" width_o="2000" height_o="1335" data-src="https://freight.cargo.site/t/original/i/92d41c3b8cdc2cff3909c018e09501b22f484230197ace1fe26297997b39e78e/DSC_5079.jpg" data-mid="221723940" border="0" src="https://freight.cargo.site/w/1000/i/92d41c3b8cdc2cff3909c018e09501b22f484230197ace1fe26297997b39e78e/DSC_5079.jpg" /> <img width="900" height="1348" width_o="900" height_o="1348" data-src="https://freight.cargo.site/t/original/i/2936d255b28e77c4e904cd900612bff046674980c763d880d488c15e45f6ded5/DSC_5059.jpg" data-mid="221723960" border="0" src="https://freight.cargo.site/w/900/i/2936d255b28e77c4e904cd900612bff046674980c763d880d488c15e45f6ded5/DSC_5059.jpg" /> <img width="600" height="899" width_o="600" height_o="899" data-src="https://freight.cargo.site/t/original/i/0fece7e340a02d3b5088cc3b155cfe6e0ab76d2f4ed7133cb29157b00a1690a5/DSC_5107.jpg" data-mid="221723970" border="0" src="https://freight.cargo.site/w/600/i/0fece7e340a02d3b5088cc3b155cfe6e0ab76d2f4ed7133cb29157b00a1690a5/DSC_5107.jpg" /> <img width="2000" height="1335" width_o="2000" height_o="1335" data-src="https://freight.cargo.site/t/original/i/e4c3c3f0a95db2568aecdba84fdc764b9dc701d5ba257517ddf75ca54314b095/DCR_PORT_idrathergoblind_PAMPHLET_full_4.png" data-mid="221723975" border="0" src="https://freight.cargo.site/w/1000/i/e4c3c3f0a95db2568aecdba84fdc764b9dc701d5ba257517ddf75ca54314b095/DCR_PORT_idrathergoblind_PAMPHLET_full_4.png" /><img width="2000" height="1335" width_o="2000" height_o="1335" data-src="https://freight.cargo.site/t/original/i/9b8b943c2b831ef8b8cd1e634854be5c72bb0b3c8854cfae9db17979d5c74ac1/DCR_PORT_idrathergoblind_POSTERS_2.png" data-mid="221724088" border="0" src="https://freight.cargo.site/w/1000/i/9b8b943c2b831ef8b8cd1e634854be5c72bb0b3c8854cfae9db17979d5c74ac1/DCR_PORT_idrathergoblind_POSTERS_2.png" /> <img width="1814" height="2268" width_o="1814" height_o="2268" data-src="https://freight.cargo.site/t/original/i/769e536ed1021d0c575abd1702b217ddc1021489cceb2629b27383a511625602/i-d_rather_go_blind_IN_SITU_1.jpg" data-mid="221725684" border="0" src="https://freight.cargo.site/w/1000/i/769e536ed1021d0c575abd1702b217ddc1021489cceb2629b27383a511625602/i-d_rather_go_blind_IN_SITU_1.jpg" /> <img width="1814" height="2268" width_o="1814" height_o="2268" data-src="https://freight.cargo.site/t/original/i/f11b5c582c87d6fef1fede75c27d694f2a2ecdcb31b894672ca574f3c03c646f/i-d_rather_go_blind_IN_SITU_2.jpg" data-mid="221725732" border="0" src="https://freight.cargo.site/w/1000/i/f11b5c582c87d6fef1fede75c27d694f2a2ecdcb31b894672ca574f3c03c646f/i-d_rather_go_blind_IN_SITU_2.jpg" /> https://serenahuangpaul.com/RISD-Grad-Show-2023 Sat, 18 May 2024 17:40:37 +0000 Serena Huang-Paul https://serenahuangpaul.com/RISD-Grad-Show-2023 RISD GRAD SHOWIDENTITY DESIGN Designed and developed with Zach Scheinfeld Collaborator Zach Scheinfeld and I were commissioned to co-develop the brand identity and website for the 2023 RISD Grad Show, an annual exhibition for graduating Masters students. Our goal was to highlight individual students while still representing the graduating class as a cohesive whole. We literally interpreted the idea of students being three-dimensional, multifaceted individuals by representing each student as a cube. On the website, each face of the cube encodes responses to a survey we sent out to the student body, and users can explore the various sides of the cubes through dynamic interaction. We drew on the geometric shapes used on the website to create vibrant visuals and custom glyphs for the rest of the identity system. &nbsp; <img width="1802" height="1186" width_o="1802" height_o="1186" data-src="https://freight.cargo.site/t/original/i/45a7dbd183a846deef0bd3753e5342a381fb928eb75f432f4f19353955ca686e/GradShowVinyl1.jpg" data-mid="211188681" border="0" src="https://freight.cargo.site/w/1000/i/45a7dbd183a846deef0bd3753e5342a381fb928eb75f432f4f19353955ca686e/GradShowVinyl1.jpg" /> <img width="1861" height="1240" width_o="1861" height_o="1240" data-src="https://freight.cargo.site/t/original/i/454d9aeb08a247698b0560a232cc1b3879720034e6f5211c3e39a565854e8e40/RISD_Grad_Show_CIT.jpg" data-mid="211188680" border="0" src="https://freight.cargo.site/w/1000/i/454d9aeb08a247698b0560a232cc1b3879720034e6f5211c3e39a565854e8e40/RISD_Grad_Show_CIT.jpg" /> <img width="1512" height="1006" width_o="1512" height_o="1006" data-src="https://freight.cargo.site/t/original/i/028b58072926602f0919fb570d941fb11ae7e13fb15d204aabccfec4f4841291/DSC_2026_Edited.jpg" data-mid="211188682" border="0" src="https://freight.cargo.site/w/1000/i/028b58072926602f0919fb570d941fb11ae7e13fb15d204aabccfec4f4841291/DSC_2026_Edited.jpg" /> <img width="1800" height="1200" width_o="1800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/5ea3946975a7c5c0110b99397de1cba35cc2b2ac2cb091b4b5ecb31a83f5b284/risd_Grad_Show_StudentPages.jpg" data-mid="211188683" border="0" src="https://freight.cargo.site/w/1000/i/5ea3946975a7c5c0110b99397de1cba35cc2b2ac2cb091b4b5ecb31a83f5b284/risd_Grad_Show_StudentPages.jpg" /> https://serenahuangpaul.com/Crossover-Logics-1 Sun, 19 May 2024 17:04:42 +0000 Serena Huang-Paul https://serenahuangpaul.com/Crossover-Logics-1 CROSSOVER LOGICSTHESIS Crossover Logics is a reflection on the body of work I completed over the course of my two year graphic design MFA at RISD. In it, I document my visual explorations at the edges of the schematic, the linguistic, and the coded. Through interviews, essays, and research, I attempt to understand the conceptual and aesthetic contours of my design practice and its place in today’s social, technological, and economic context. Access the full PDF here. <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/c60c2c2185b6519bc64c43f50fc4a98dad8dc6da9d2fd718c5cfa36dcb50182c/crossover-logics-cover.jpg" data-mid="211227067" border="0" src="https://freight.cargo.site/w/1000/i/c60c2c2185b6519bc64c43f50fc4a98dad8dc6da9d2fd718c5cfa36dcb50182c/crossover-logics-cover.jpg" /><img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/cf01f7c5b756f53061a68007aeafb548e4a3359abb8795a6ed89d275e12dee30/crossover-logics-p12-1500x1000.png" data-mid="211227074" border="0" src="https://freight.cargo.site/w/1000/i/cf01f7c5b756f53061a68007aeafb548e4a3359abb8795a6ed89d275e12dee30/crossover-logics-p12-1500x1000.png" /><img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6f12052c33ef577b5f29eff21c40b1149a41e2ac0cb46d240074613d2c5dabd0/crossover-logics-p16-1500x1000.png" data-mid="211227076" border="0" src="https://freight.cargo.site/w/1000/i/6f12052c33ef577b5f29eff21c40b1149a41e2ac0cb46d240074613d2c5dabd0/crossover-logics-p16-1500x1000.png" /><img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/d2e116ff8d92a7743ec0643d25b2d5a2c309a7b977016982cccf7cec961da9c6/crossover-logics-p158-1500x1000.png" data-mid="211227077" border="0" src="https://freight.cargo.site/w/1000/i/d2e116ff8d92a7743ec0643d25b2d5a2c309a7b977016982cccf7cec961da9c6/crossover-logics-p158-1500x1000.png" /><img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/fdb919adac16795dd09d8b532b03744558d709a253c8a725e154c2bcd173e9e1/crossover-logics-six-studies.png" data-mid="211227078" border="0" src="https://freight.cargo.site/w/1000/i/fdb919adac16795dd09d8b532b03744558d709a253c8a725e154c2bcd173e9e1/crossover-logics-six-studies.png" /><img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/04159e7be99a32516cab012df07a0ff4f94573bf5bd13b24d872823e6b6d81f0/crossover-logics-4up-1500x1000.png" data-mid="211227080" border="0" src="https://freight.cargo.site/w/1000/i/04159e7be99a32516cab012df07a0ff4f94573bf5bd13b24d872823e6b6d81f0/crossover-logics-4up-1500x1000.png" /><img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/0b2068c69ed6d1e1a4ca67452a399e801d513a1e4382a5c139ba0b3059aa9c11/crossover-logics-4up-pt2.2-1500x1000.jpg" data-mid="211227081" border="0" src="https://freight.cargo.site/w/1000/i/0b2068c69ed6d1e1a4ca67452a399e801d513a1e4382a5c139ba0b3059aa9c11/crossover-logics-4up-pt2.2-1500x1000.jpg" /> https://serenahuangpaul.com/Fractal Sat, 18 May 2024 17:40:38 +0000 Serena Huang-Paul https://serenahuangpaul.com/Fractal FRACTALPOSTER The word ‘fractal’ highlights a key facet of my design process. This poster was created using a program written in Processing, which tiles together modular units that can be combined to form generative patterns. The making of this poster followed a process that I use often in my practice: the creation of constituent pieces which are collaged together with both programming and by hand to form the final composition. I describe this way of working as fractal because it relies on simple units that form a more complex composition through systematic recursion, repetition, and transformation. <img width="1800" height="1350" width_o="1800" height_o="1350" data-src="https://freight.cargo.site/t/original/i/393a07e9c7c1400853255d735b75cf04daf9c22d922b3078b1cf80e8c3aa4cac/240819_Fractal_BenditoMockup-TO-Poster-02_1800x1350.jpg" data-mid="216627263" border="0" src="https://freight.cargo.site/w/1000/i/393a07e9c7c1400853255d735b75cf04daf9c22d922b3078b1cf80e8c3aa4cac/240819_Fractal_BenditoMockup-TO-Poster-02_1800x1350.jpg" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/f854e4cdd9a67f850246d9f042a99f513aa6771af08c7fe96d127f16019eb903/240819_Fractal_2Poster_1200x1200.png" data-mid="216628077" border="0" src="https://freight.cargo.site/w/1000/i/f854e4cdd9a67f850246d9f042a99f513aa6771af08c7fe96d127f16019eb903/240819_Fractal_2Poster_1200x1200.png" /> https://serenahuangpaul.com/Pelton-Paintings Sat, 18 May 2024 17:40:39 +0000 Serena Huang-Paul https://serenahuangpaul.com/Pelton-Paintings PELTON PAINTINGSGENERATIVE DESIGN, CODING Generative compositions inspired by the paintings of artist Agnes Pelton. Each “painting” is created in Photoshop with a script that can produce an infinite number of permutations based on a series of coded parameters. <img width="1687" height="1120" width_o="1687" height_o="1120" data-src="https://freight.cargo.site/t/original/i/f79d5cb03085fd216180533a1c0c6b3a7317d543c0ed786aedf1e184abca2ec8/code-and-image.jpg" data-mid="216383368" border="0" src="https://freight.cargo.site/w/1000/i/f79d5cb03085fd216180533a1c0c6b3a7317d543c0ed786aedf1e184abca2ec8/code-and-image.jpg" />