• Guang Yu, design hero

    Editorial, digital, motion

  • Multimedia project for Guang Yu, a prolific brand designer and creative director, and my design hero.

  • The biggest hurdle of this project was negotiating the diverse and library of work Guang Yu has done throughout his career with my own personal style. Something I quickly realized was that a brand designer doesn't necessarily have a 'personal style', or anything that is distinctly 'them' (at least visually) when working on a project for a client. I instead had to craft a style of *presenting* work, that gave enough reverence for the work itself, while also representing the guile, adaptability, and creativity of a multi-faceted and practical designer.

    I ended up with a system that reflected the practical nature Guang Yu uses to present his own work, a system that lets the work speak for itself. Tight and neat type treatment, clean and energetic motion, and a constant dedication to representation over reinvention brough this system of artifacts together, and I am beyond happy with how this turned out.

  • Time


    Role

  • 14 weeks
    Spring 2023

    Sole designer
    Instructed by Brett Yasko

Negotiating a classic fixture of Pittsburgh tradition with modern aspirations.

Phipps has captured the imaginations of visitors with beautiful flower shows and seasonal exhibitions since their inception in the 1800s. While the botanical garden still brings joy and wonder to the city with currated shows, Phipps is also turning towards the future, considering how the conservatory can play a role in leading sustainability efforts in the region, as well as serving the community through adult education and community programs.

Rebranding the Phipps posed a unique challenge in that the gardens were not shying away from their historical role. They will always be a garden respite from the hustle and bustle of the city, they just do more now. This rebrand hinged on that idea of "doing more", from visual identity to web architecture.

Identity
A challenge that Phipps identified with their diverse programming was that most of their visitors were simply unaware of