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BRAINSTORM —– Shelley Lai Selected Works 2014 – 2016

BRAINSTORM —–

Shelley Lai

Selected Works

2014 – 2016

BRAINSTORM —–

Shelley Lai

Selected Works

2014 – 2016

BRAINSTORM —–

/ ‘brān,stôrm/

CONCEPT

The word brainstorm was developed with

the intention to solve creative problems.

It welcomes wild ideas, organizes chaos,

and ultimately leads to discovery. However

risky or ridiculous our thoughts may be,

brainstorming allows us to sift through the

clutter of a messy mind in order to develop

that elusive stroke of insight.

This divergent discipline is vital to the process

of design. To make anything that’s worthwhile

can be daunting at first, but getting comfortable

with our thoughts is the best place to start. My

approach to creativity hinges on collecting anyand-all

ideas and turning them into meaningful

solutions. With each project comes a unique

challenge, and through strategic brainstorming,

a unique approach.

DEDICATION

To my mom and dad.

You guys are the real MVPs.

妈妈爸爸 , 你们是真正的 MVP。

CONTENTS —–

PR. 01 —–

CyberHack

Gameboard

p. 12

PR. 02 —–

David & Goliath

p. 28

PR. 03 —–

Blaize App

p. 44

PR. 04 —–

Goorin Bros.

Branding

p. 60

PR. 05 —–

Conservatory of

Flowers App

p. 78

PR. 06 —–

Otto Branding

p. 94

PR. 07 —–

World’s End

Winery

p. 118

PR. 08 —–

Commes des

Garçon 1985

p. 136

PR. 09 —–

Selected Tasks

PR. 10 —–

SurveyMonkey

Campaign

p. 156 p. 178

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

PR. 01 —–

CyberHack

Gameboard

TITLE

CYBERHACK GAMEBOARD

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Design a board game that pulls the players

into a different world.

APPROACH

Cyber Hack is a fictitious board game about

hidden movement. One side are the hackers,

trying to steal top secret documents from

the computer mainframe. The other side are

the guard programs, whose goal is to destroy

the hackers. The hacker must retrieve all four

documents from the four quadrants of the

computer mainframe to win the game, while

the guard programs must find and destroy the

hackers before it’s too late.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

PACKAGING 3

CHRISTINE GEORGE

FALL 2015

FUTURISTIC, CYPER-PUNK, IMAGINATIVE

BRAINSTORM SELECTED SELECTED WORKS WORKS SHELLEY SHELLEY LAI LAI

FALL 2016

VISUAL SYSTEM

Because the board is meant to resemble a computer mainframe,

it is inspired by a lot of interface design. This includes elements

of code, neon glows, and punchy colors contrasted with dark

backdrops. The design borrows a lot from the “Tron” aesthetic,

utilizing grids and a similar character design. The hackers and

robots will be 3D printed figurines that rest on circular stations.

Overall, we are creating a futuristic, cyber-punk environment.

PRIMARY TYPE

Loaded

Regular

SECONDARY TYPE

Vitesse Sans

Light

ABCDEFGHIJKLMN

O P Q R S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

ABCDEFGHIJKLMNOPQRS

TUVWXYZabcdefghijklmn

opqrstuvwxyz0123456789

TITLE CYBERHACK GAMEBOARD PROJECT 01 02 03 04 05 06 07 08 09 10

TITLE

CYBERHACK GAMEBOARD

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CYBERHACK GAMEBOARD

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CYBERHACK GAMEBOARD

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CYBERHACK GAMEBOARD

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CYBERHACK GAMEBOARD

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE CYBERHACK GAMEBOARD PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

PR. 02 —–

David & Goliath

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Create promotional material for a conference

that celebrates a world-changing idea.

APPROACH

The book “David and Goliath” by Malcolm

Gladwell challenges the way we see advantages

and disadvantages. In order to visually portray

this message, I played with scale by juxtaposing

big and small with one another. This speaks to

how Gladwell seeks to rethink how being big or

small can work in unconventional ways.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

VISUAL SYSTEMS 1

MEGUMI KIYAMA

SPRING 2015

CEREBRAL, VIBRANT, EXPRESSIVE

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM

SELECTED WORKS

SHELLEY LAI FALL 2016

TITLE DAVID & GOLIATH PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE DAVID & GOLIATH PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

DAVID & GOLIATH

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

PR. 03 —–

Blaize App

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Build an app for outdoor adventurers willing to

travel off the beaten path.

APPROACH

Blaize targets those who strive to see there

everyday world with fresh, scenic perspectives.

The app allows users to map areas they are

exploring and recording new sights. It also

helps them learn more about what others have

discovered in that area. Blaize encourages

pioneering, bravely exploring the world, and

documenting unique discoveries.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

VISUAL SYSTEMS 1

MEGUMI KIYAMA

SPRING 2015

ADVENTUROUS, OUTDOORS, COMMUNITY

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

BLAIZE APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

PR. 04 —–

Goorin Bros.

Branding

TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Modernize and refresh the brand of an existing

retailer, preparing them for a competitive market.

APPROACH

Goorin Bros. is an authentic hat shop with

multiple locations in San Francisco. Although its

products are crafted to perfection, its current

mark feels dated in a city that is rapidly moving

forward. Because of this, I chose to revitalize the

brand in order to cater to a trendier audience.

Keeping the iconic castle icon as a homage to

the founder, Castle Goorin, the new lockup is

elegant, brings a youthful quality to the brand,

and still maintains the store’s heritage.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

NATURE OF IDENTITY

THOMAS MCNULTY

SPRING 2015

HERITAGE, ELEGANT, MASCULINE

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED SELECTED WORKS WORKS SHELLEY SHELLEY LAI LAI

FALL 2016

VISUAL SYSTEM

Since the company is bit more on the luxurious side, the visual

language should reflect this as well. The colors were slightly

inspired by the company’s current color palette, utilizing a

brassy gold accent. Darker colors such as burgandy and black

communicate elegance and quality. I created a minimal pattern

as well as an insignia to be used as dainty touches along

with simple, elegant typography.

PRIMARY TYPE

Sentinel

Book

SECONDARY TYPE

Univers LT

57 Condensed

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ABCDEFGHIJKLMNOPQRS

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TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE

GOORIN BROS. BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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PR. 05 —–

Conservatory of

Flowers App

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Build an app that uses interactive technology

to create a unique touring experience.

APPROACH

The Conservatory of Flowers is a popular

establishment to visit in Golden Gate Park.

Using augmented reality, I wanted to enhance

the experience of being inside the historic

landmark and bring it into the modern age.

Through the app, the user can learn about the

conservatory, discover events, ask questions

to the garden fairy guide, Lily, or take an tour

of the space through augmented reality. This

app targets women, children, and tourists.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

GRAPHIC DESIGN 3

AMIR BAHADORI

FALL 2014

CONSERVATORY OF FLOWERS

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

Eve

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

Flower Name

Aquascapes

Underwater

STAR

Thu, 11/13/201

EN

Sun, 04/12/20

LOCATION

Flower Room Location

NATIVE TO

County

CHOMP! T

from the

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

TYPE OF PLANT

AQUATIC PLANTS

nts

: The Art of

Gardening

TING

4 @ 10:00am

D

15 @ 4:00pm

HIGHLAND PLANTS

LOWLAND PLANTS

POTTED PLANTS

CARNIVOROUS PLANTS

GARDEN FLOWERS

hey Came

Swamp

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

CONSERVATORY OF FLOWERS APP

PROJECT 01 02 03 04 05 06 07 08 09 10

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PR. 06 —–

Otto Branding

TITLE

OTTO BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Build a brand for a fictitious ride-sharing

company that gets the engines going.

APPROACH

Otto is a fictitious ride-sharing service

founded by Google and uses their self-driving

vehicles to take users where they need to

go. The name “Otto” derived from the word

“autonomous.” With the word-mark, I wanted

to convey a modern friendliness for a wideranging

demographic of city-goers.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

NATURE OF IDENTITY

THOMAS MCNULTY

SPRING 2015

FRIENDLY, ENERGETIC, COLORFUL

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

OTTO BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED WORKS SHELLEY LAI FALL 2016

TITLE

OTTO BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

BRAINSTORM SELECTED SELECTED WORKS WORKS SHELLEY SHELLEY LAI LAI

FALL 2016

VISUAL SYSTEM

Google’s visual system uses a beautiful array of colors. In order

to stay true to its parent brand, Otto’s branding is also colorful

and energetic. Its streaks of blues, reds, yellows, and greens

are meant to portray abstract movement. This secondary

application is utilized in different ways on all of Otto’s products.

PRIMARY TYPE

Interstate

Bold

SECONDARY TYPE

Interstate

Thin

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ABCDEFGHIJKLMNOPQRS

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100

TITLE

OTTO BRANDING

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TITLE

OTTO BRANDING

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OTTO BRANDING

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TITLE

OTTO BRANDING

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TITLE

OTTO BRANDING

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TITLE

OTTO BRANDING

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OTTO BRANDING

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TITLE

OTTO BRANDING

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TITLE

OTTO BRANDING

PROJECT 01 02 03 04 05 06 07 08 09 10

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PR. 07 —–

World’s End

Winery

118

TITLE

WORLD’S END WINES

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Design a series of labels that tells the story of

a ground-breaking winemaker.

APPROACH

World’s End is a high-end, garage wine label

started by Jonathan Maltus in Napa Valley. What

makes this vineyard unique is its emphasis on

mixing old world techniques with experimental,

garagiste methods, hence the name “World’s

End.” Maltus’s label is built on the philosophy of

two worlds colliding to form something new, and

visually that’s what needs to be conveyed.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

PACKAGING 3

CHRISTINE GEORGE

FALL 2015

APOCALYPTIC, DARK, REFINED, ELEGANT

119

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FALL 2016

VISUAL SYSTEM

The challenge of designing this label was figuring out how

to make it feel apocalyptic, which generally has old-world

connotations, yet have it also be high-end and modern. I

borrowed the layout of an old star map so the label may lend

itself to celestial visuals. In the center, there are two planets

that represent old and new. The center circle is the product

of the collision. The colors of each label refer to the essence

of the wine itself. Parts of the star map label are also lined

with gold foil to give it an elevated quality.

PRIMARY TYPE

Miller

Regular

SECONDARY TYPE

Sweet Sans

Regular

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ABCDEFGHIJKLMNOPQRS

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TITLE

WORLD’S END WINES

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE

WORLD’S END WINES

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WORLD’S END WINES

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WORLD’S END WINES

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TITLE

WORLD’S END WINES

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TITLE

WORLD’S END WINES

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TITLE

WORLD’S END WINES

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TITLE

WORLD’S END WINES

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PR. 08 —–

Commes Des

Garçons 1985

136

TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Create a campaign for an existing brand that

makes people look twice and think twice.

APPROACH

Comme des Garçons is an avant-garde fashion

house founded by Rei Kawakubo. In her work,

Kawakubo is constantly trying to challenge

the norm in fashion, in culture, and in socially

accepted ideas. Nowadays, people are too

absorbed in tech consumerism. Year after year,

they shell out money to get the lastest gadgets

and gizmos, anticipating the next smart watch

or upgrade. Because of this, I created a print

promotional campaign for Comme des Garçons

that glorifies being old school. This includes

fake lookbooks and a series of posters.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

CLASS

INSTRUCTOR

SEMESTER

KEYWORDS

VISUAL SYSTEMS 2

ESZTER CLARK

FALL 2015

HUMOROUS, EDGY, AVANT-GARDE

137

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FALL 2016

VISUAL SYSTEM

As a tongue-and-cheek way of critiquing tech consumerism, the

campaign elevates retro technology into fine art. The “wearable

tech” seen here are not responsive glasses, but rather a late

80s cell phone or floppy disk. Borrowing from the late 80s

colors, patterns, and layouts, the lookbooks and posters are

distinctly retro. The words used are sarcastically based on real

comments from consumers. Each lookbook is also delivered in

individual plastic sleeves to mimic cheap distribution.

PRIMARY TYPE

Raisonne

Demi-Bold

ABCDEFGHIJKLMNOPQRS

TUVWXYZabcdefghijklmn

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138

TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE COMMES DES GARÇON 1985

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TITLE COMMES DES GARÇON 1985

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TITLE COMMES DES GARÇON 1985

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TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE COMMES DES GARÇON 1985

PROJECT 01 02 03 04 05 06 07 08 09 10

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PR. 09 —–

Selected Tasks

156

TITLE

SELECTED TASKS

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Take multiple design briefs and produce

meaningful work within an agency.

APPROACH

When working in the creative industry, no

two weeks look exactly the same. There are

many projects that circulate within a period of

time, and as an intern, I had the opportunity

to produce a wide array of designs for the

clients of Eleven. I took this experience as an

opportunity to contribute my skills in a teambased

environment, creating graphics that

speak to the client’s brand.

MEDIUM

WEB/UI

ADVERTISING

ILLUSTRATION

BRANDING

EXPERIENCE

COMPANY

SEMESTER

KEYWORDS

INTERNSHIP

ELEVEN INC.

FALL 2015–SUMMER 2016

ADAPTABILITY, TEAMWORK

157

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158

TITLE

SELECTED TASKS

PROJECT 01 02 03 04 05 06 07 08 09 10

DESCRIPTION

Iconography was a major asset when creating the brand

guidelines for Dignity Health. During the course of my internship,

I had the opportunity to design an extensive set of icons for

Eleven. The color used is the signature orange of Dignity Health,

and the icons are meant to be simple, rounded, and friendly.

MEDIUM

PRINT

ADVERTISING

ILLUSTRATION

BRANDING

CLIENT

ROLE

DIRECTION

MANAGER

COLUMBUS MEATS

DESIGNER/ART DIRECTOR

CHAD LEITZ

MONIQUE VERRIER

159

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TITLE

SELECTED TASKS

PROJECT 01 02 03 04 05 06 07 08 09 10

161

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TITLE SELECTED TASKS PROJECT 01 02 03 04 05 06 07 08 09 10

DESCRIPTION

As a recurring project for Columbus Meats, I had to come up

with post ideas for the company’s social media accounts. These

would be used for major events or other informative content.

This assignment gave me the freedom to be creative with each

post while still adhering to a set subject and visual system.

MEDIUM

WEB/UI

ADVERTISING

ILLUSTRATION

BRANDING

CLIENT

ROLE

DIRECTION

MANAGER

SAN FRANCISCO

DESIGNER

TED BLUEY

MONIQUE VERRIER

163

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TITLE

SELECTED TASKS

PROJECT 01 02 03 04 05 06 07 08 09 10

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TITLE SELECTED TASKS PROJECT 01 02 03 04 05 06 07 08 09 10

DESCRIPTION

Oakley’s Radar Pace sunglasses uses an Intel chip to activate

an interactive vocal technology. It functions as a coach in your

ear, and Eleven was in charge of developing a campaign that

showcases this product. They wanted to create a graphic that

portrays active sound, pairing it with a beautifully photographed

image of the sunglasses. I created one option for the visual of

sound, incorporating it in their out-of-home posts. This was a

graphic presented but not sold.

MEDIUM

WEB/UI

ADVERTISING

ILLUSTRATION

BRANDING

CLIENT

ROLE

DIRECTION

MANAGER

OAKLEY

DESIGNER

MATTHEW WAKEMAN

MONIQUE VERRIER

167

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TITLE

SELECTED TASKS

PROJECT 01 02 03 04 05 06 07 08 09 10

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170

TITLE SELECTED TASKS PROJECT 01 02 03 04 05 06 07 08 09 10

DESCRIPTION

Dignity Health’s “World of Healing” social campaign highlights

methods of healing from different countries. It uses wonderful

illustrations from Vesa Sammalisto as animated stamps that

represent a country and it’s healing remedy. I contributed to the

campaign by creating informative illustrations to pair with the

stamp. These illustrations are meant to be displayed on Facebook

Canvas, an mobile way of showing stories.

MEDIUM

WEB/UI

ADVERTISING

ILLUSTRATION

BRANDING

CLIENT

ROLE

DIRECTION

MANAGER

DIGNITY HEALTH

DESIGNER

KALEE ABELLA, FLAVIA GONZALES

MONIQUE VERRIER

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DESCRIPTION

Dignity Health needed to a simple infographic to be used

internally in presentations for their medical staff, and Eleven

commissioned me to design it. The infographic should show

how the quality of patient care depends on three serving pillars

that doctors and nurses should uphold. I had to make sure

that the infographic was comprehensive at first glance, well

illustrated, and memorable.

MEDIUM

WEB/UI

ADVERTISING

ILLUSTRATION

BRANDING

CLIENT

ROLE

DIRECTION

MANAGER

DIGNITY HEALTH

DESIGNER/ART DIRECTOR

TED BLUEY

MONIQUE VERRIER

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PR. 10 —–

SurveyMonkey

Campaign

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SURVEYMONKEY CAMPAIGN

PROJECT 01 02 03 04 05 06 07 08 09 10

CHALLENGE

Refresh the SurveyMonkey logo and design a

campaign direction for the curious.

APPROACH

As a part of a rebranding pitch for the online

data collection company SurveyMonkey, I was

one of the designers in charge of leading a

visual direction for their campaign. This also

included options for logo evolutions and a

re-design of their current website to be laid

out on a comprehensive plotter. The goal was

to visually portray an empowerment through

curiosity, which is the benefit of taking a survey.

My direction was used in the pitch not sold.

MEDIUM

PRINT

PACKAGING

WEB/UI

BRANDING

EXPERIENCE

COMPANY

SEMESTER

CLIENT

INTERNSHIP

ELEVEN INC.

FALL 2015–SUMMER 2016

COMPLEX, CURIOSITY, TECHNOLOGICAL

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VISUAL SYSTEM

In order to show people being powered by curiosity, I designed

a campaign where data forms a frame of information around a

person. It is meant to have a sophisticated, scientific look with

thin vector lines and coded text. The color palette for the website

and logo uses a fresh update of the current SurveyMonkey green,

paired with a yellow and blue as secondary colors.

PRIMARY TYPE

Freight Text

Semi-Bold

SECONDARY TYPE

Lato

Light

ABCDEFGHIJKLMNOPQRS

TUVWXYZabcdefghijklmn

opqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRS

TUVWXYZabcdefghijklmn

opqrstuvwxyz0123456789

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PROJECT 01 02 03 04 05 06 07 08 09 10

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Feed your

curiosity.

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PROJECT 01 02 03 04 05 06 07 08 09 10

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Help

What are you

curious about?

Make better decisions with the World’s#1 Survey Platform

Pro Sign Up

SCROLL DOWN

Need people to

take your survey?

Reach millions of people who are ready

to take your sur vey and choose from

dozens of targeting options with the

SurveyMonkey Audience

Learn More

Conduct surveys tailored to your needs

Customer Satisfaction

Learn more >

Employee Engagement

Learn more >

Event planning

Learn more >

Education & Schools

Learn more >

Market Research

Learn more >

Trusted by leading companies, including 99% of the Fortune 500

Get answers today.

Pro Sign Up

Community: Developers Facebook Twitter LinkedIn Our Blog Google+

Youtube

About Us: Management Team Board of Directors Integrations Newsroom Office Locations Jobs Sitemap Help

Policies: Terms of Use Privacy Policy Anti-Spam Policy Security Statement Email Opt-In Accessibility

Language:

Svenska 日本語中文 ( 繁體 ) Türkçe Norsk Suomi English (UK)

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SURVEYMONKEY CAMPAIGN

PROJECT 01 02 03 04 05 06 07 08 09 10

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SURVEYMONKEY CAMPAIGN

PROJECT 01 02 03 04 05 06 07 08 09 10

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T H E B O L D H AT M A K E R S

TITLE

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T H E B O L D H AT M A K E R S

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THANK YOU —–

謝謝

PREFACE

To all the people that let me be me, however

risky or ridiculous I may be.

FRIENDS

Josh and Dana, you guys have been one of my biggest role models

in these past couple of years. Your selflessness, hospitality, and

endless streams of wisdom continue to inspire me. The free meals

were just icing on the cake. A special thank to you, Alejandra, for

having my back since the first week of school; know that I’ll always

have yours. Although there are many that I haven’t been able to

address in this short excerpt, I hope you know that I am deeply

grateful for the memories, the laughs, and the conversations. To

Studio Vincente....I bless the rains down in Africa.

INSTRUCTORS

I knew very little about design when I first started this program. With

your invaluable guidance, I’m now confident in my learned skills and

anxious to grow more. Thank you Mary Scott, Tom Mcnulty, Megumi

Kiyama, Eszter Clark, Amir Bahadori, Christine George, Bob Slote,

and Darrell Hayden for helping me get to this point.

CO-WORKERS

Thank you, Eleven Inc., for giving me a first-hand experience working

amongst so many talented, driven creatives. Barry, you were my first

mentor in the world of branding. I don’t take that for granted.

FAMILY

Mom and dad, none of this would have been possible without

your constant patience and love. Thank you for giving me room

to pursue my passions, dealing with me when I’m being difficult,

and inspiring me with your hard work and sacrifice. I’m truly

blessed to have you two as my guideposts all these years, and

I only hope that I’ve made you proud with the work I’ve done.

Alice, you’re the best twin a girl could ask for. I’ll be cooking your

dinners for you soon, just you wait. Grandma and Grandpa, your

words of encouragement and cheerful smiles kept me motivated

every semester. I could not have done it without you guys, and I

can’t wait to treat you two to dim sum with my first paycheck.

妈妈爸爸 , 没有你们一直以来的支持 , 这一切一切不可能变成现实 ,

你们给了我自由发展的空间 , 谢谢你们的包容与谅解 , 谢谢你们多年

以来的悉心栽培 , 你们的养育之恩我终生难忘 , 你们是我不断努力的

原动力 , 我殷切期望我的工作能够令你们感到自豪 , 我的成功能令你

们感到安慰。Alice, 你是我亲爱的姐姐 , 等着吧 , 我会尽快为你煮晚

餐。公公婆婆 , 你们慈爱的笑容与激励的言辞让我每学期都积极向

上 , 没有你们 , 就没有我的今天 , 我期待着用我的薪水请你们饮茶。

COLOPHON —–

BINDERY

Blurb.com

COVER STOCK

Image Wrap Matte Finish

TEXT STOCK

Mohawk Superfine #100

TYPEFACE

Suisse International

PHOTOGRAPHY

Shelley Lai

Studio Vincente

Chiara Headrick

SOFTWARE

Adobe Creative Suite

BRAINSTORM Shelley Lai —– —–

Shelley 510-918-3023 Lai

Selected hello@shelleylai.me Works

2014 shelleylai.me – 2016

BRAINSTORM — Selected Works of Shelley Lai

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