portfolio kaiyan kuang
DESCRIPTION
ÂTRANSCRIPT
PACKAGING DESIGN- W r a p
- J u n e 2 0 1 5
PACKAGING D E S I G NP O R T F O L I O
WrapThis work is designed for the promotion of Dragon Boat
Festival’s T-shirts. Focused on the youth and the foreigners,
this work integrates traditional elements to the packaging
design so that the youth can learn more about the interesting
traditional culture and bring it to the world.
I combine the structure of the collar ancient Chinese clothing.
On one hand, people are accustomed touse the word “wrap”
to describe the action to wrapdumplings. On the other hand,
in consideration of that the packaging subject is T-shirt, and
it uses the method of “wrapping” ancient clothing to pack
the dumplings, therefore, the name of the work is “wrap”.
T I M E June.2015
DESIGN SUBJECT Packaging Design
AWARD
· 2015 Star of Guangdong Design – Graphic Arts Contest The Third Prize
·The 16th Platinum Originality International University Students Graphic
Design Competition Award of Excellence
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PurposeW i t h o u t i n n o v a t i o n a n d
improvement, any fine traditional
cu l tu re w i l l be weed out by
time. Dragon Boat Festival is a
traditional festival with distinct
folk custom and a long history.
So the aim of this design is to
promote our fine Dragon Boat
Festival culture among the youth
and foreigners and encourage
t h e p a c k a g i n g p r i n c i p l e o f
conservation and environmental
protection.
BackgroundDragon Boat Festival, which falls
on fifth day of the fifth lunar month,
originated in China. Originally, it
was a day to cleanse the disease
and prevent the epidemics. Before
the Springand Autumn Period
in the land of Wuyue, there was
the custom of holding the tribal
totem sacrificing in the form of
dragon boat racing; when the
poet Qu Yuan threw himself into
the Miluo River, it then became
Chinese people’s day of tradition to
commemorate Qu Yuan.
Under the influence of Chinese
culture, Mid-autumn Festival has
become the traditional festival of all
the countries within Chinese culture
circle and the Chinese people all
over the world. It is also China’s
first intangible cultural heritage.
Target GroupThe youth (age 18-35)
Characters: favors fresh new and
fashion things
Foreigners
Characters: easily attracted to the
packaging with strong local styles
or local elements
P O R T F O L I O PACKAGING D E S I G N
Traditional event——Dragon
Boat Race
Traditional food of Dragon Boat
Festival——Zongzi
Chinese lanscape Collar of ancient clothing
Inspiration
/ Wrap
DRAGON BOAT FESTIVAL T-SHIRT
ZongziDragon Boat
Summer Harvest
Tradition Wear
Convenient
Cool
ComfortableNot Expensive
green
leaves
packed
tetrahedron
dragon
competition
simpleeasy to take
popular
young
According to mind mapping, I found the connection between Dragon
Boat Festival and clothing packaging. Dumpling needs to be wrapped,so
the word “wrap” is related to the act of wearing cloth. Therefore, this
packaging design combines the shape of dumpling, Chinese landscape
and the structure of the collar of ancient clothing.
/
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P O R T F O L I O PACKAGING D E S I G N
R E S E A R C H
Market Research
1. A survey of the packaging of all kinds of
products at local markets and malls.
This survey has observed and obtained the
analysis and record of the relevant packaging
design at the brand stores such as Muji, Fang Suo
and Hi store and so on which are popular among
the youth and foreigners. I found that besides
the unique appearance showing the products’
characters and attraction towards consumers,
excellent packaging design also saves materials
and the paper packaging is generally done with
one version. In addition, it can not only protect
the product but also easier to transport.
2.A survey of the wholesale market of the
packaging materials.
After measurement and selection, the 200g,
mung bean grey ground paper is chosen as the
material of the packaging design. Due to the
simple design of the package, the paper with
texture is chosen to add details and gives people
the feeling of warmth. The thickness of 200g is
finally chosen after multiple times of tests so it
is not too heavy to be in shape nor too thin to
protect the product.
Design Research
I did survey and collect data of the design works of Dragon Boat
Festival and the relevant packaging design works online and from
books. I did survey on many design works from both domestic and
Japanese design masters, such as Kenya Hara and Kadhiwa Sato.
They use simplicity and the style with Zen to show their work.
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P O R T F O L I O PACKAGING D E S I G N
Sketch
Three possible packaging drafts were made according to the ideas and assessment and plan were made on the material, difficulty of manufacturing and dimensions and samples were made.
Manufacturing
According to the survey result, schemes B and C were selected in consideration of material saving, simple packaging methods and easy transportation. After modification and improvement of the samples, the manufacturing of artwork begins. The connecting method of mortise lock is used on the back of package. It saves materials as it is done with one version and the packaging can be reutilized to protect the environment.
D E V E L O P M E N T
A.
B.
C.
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Logo and Label Design
Initial scheme: make the idea graphical and design combining the shapes of mountain, ancient collar and dumpling. And then the pictures and names are integrated into one plane to imitate the styles of Chinese landscape.
Shortcomings: name of product is not prominent; there is a repetition of the design of label and packaging, not blending well and usurps the host’s role.
Improvements: amplify the font of the name and design the font. Fonts should cover the front of the label and show simplicity, power and clear-cut with the package. Open the label and then you have the cloth information chart with the fabric composition and size without opening the package. On the back, the pictures of the initial scheme are used to create the feeling of landscape without usurping the host yet adding the details.
P O R T F O L I O PACKAGING D E S I G N
Initial scheme
Improvement scheme Logo font design and the hand sketching the draft of the label The effect picture
Extension Design
Use the design of logo and do an extension design of packaging paper and postcards.
Picture of label and schemes of the location of the label
D E V E L O P M E N T
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P O R T F O L I O PACKAGING D E S I G N
Display in course exhibition and
brochure designJune.2015
O U T C O M E
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P O R T F O L I O PACKAGING D E S I G N
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IDENTITYDESIGN- K U A N G P h o t o g r a p h y S t u d i o
- J u l y 2 0 1 5
- M I N J I W o n t o n N o o d l e s
- J u l y 2 0 1 5
P O R T F O L I O IDENTITY D E S I G N
Project 1
KUANG Photography StudioThis is a visual identity design work of my
personal photography studio.
This design takes the aperture of the camera
as its main elements and designs the script
of the phonetics of family names. Taking “a”
of “kuang” as the center and combines it with
the aperture of a camera leaving the k, u, n,
g scattering all round to imitate the rectangle
structure of a camera. The design of the back
of name card echoes that of the front laying
the detailed personal information on four sides
of the name card imitating the aperture of a
camera and rectangular camera.
T I M E July.2015
DESIGN SUBJECT Layout Design
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IntroductionKUANG Photography Stud io
is aself-designed independent
pho tog raph ic s tud io b rand .
Fo l l ow ing the pho tog raph ic
p r inc ip les o f o r ig ina l i t y and
innovation, we create unique
p h o t o g r a p h i c s t y l e s b y
add ing p lane e l emen ts i n to
the photography works and
applying different ways of picture
composition.
Target GroupIndividuals
The target is those who have
u n i q u e r e q u i r e m e n t s f o r
photographic styles and pursue
fashion and individualities.
P O R T F O L I O PACKAGING D E S I G N
InspirationThe inspirations come from the
styles and colors of cameras.
So this VI design chiefly uses
the elements of point, line and
surfaces and the colors of black
and white. It also shows the unique
and simple styles of the works of
the studio.
/ KUANG Photography Studio
/
/
/
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P O R T F O L I O
R E S E A R C H
IDENTITY D E S I G N
Market ResearchAccording to the research of local markets,
it was found that the traditional wedding
photography still dominants the brands
of photography in the market with the
similar styles. Recently, some independent
photographers also rise up, most of whom
with fresh styles.
But nowadays consumers want their
distinct photo albums. More and more
y o u n g p e o p l e p u r s u e i n n o v a t i v e ,
entertaining and distinctive styles and
ways. So is company’s shooting of theirown
products and images. Novel photography
is more likely to catch people’s eyes.
So, in terms of VI design, it should show
the basic information and at the same time,
reflecting the photographic styles of the
studio to attract the targeted people.
Design ResearchCompany’s visual system design is like a
façade and the direct demonstration of the
company’s connotation.
The cases of CLINT photographic studio
inspired me a lot. They use simple elements
and word arranging to design, being simple
and generous and also retaining their styles
and characters. Color blending is also
meticulously studied.
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P O R T F O L I O IDENTITY D E S I G N
Logo Design
Logo uses “a”, the middle letter of “KUANG” as model and combines the aperture of camera to do the design. Name card is arranged and designed as the quadrangle of camera.
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Name Card Design
Schemes of the name cards have been arranged and designed according to the logo and imitation of the quadrangle of camera.
scheme 1 scheme 2
Font:Letter Gothic Std
Through the comparison, scheme 2 was finally selected. The layout design on the back also adopted the concept of quadrangle, in which personal information was extended and arranged along the four sides in different directions.
D E V E L O P M E N T
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P O R T F O L I O IDENTITY D E S I G N
Extension Design
Conduct a series of extension designs according logo and name cards.
Envelope Design
C o n t i n u e t h e quadrangle of camera a n d t h e c o l o r s o f black and white, two schemes have been d e s i g n e d f o r t h e envelopes.
Scheme I: continue t h e d e s i g n o f name card and put “K”“U”“N”“G” on the four corners of the envelopes and the logo on the back.
Scheme II: put logo and the information of the studio on the front while canceling the letters on the four corners.
After tests, scheme II is more harmonious wi th the whole VI design and much easier to identify. So scheme II was chosen and also I did the design of white version.
Letter paper design
Cover design of notebookContinue to use the simple style of taking point, line and surface as the main elements. Large amount of element of surface has been used in the previous design of envelopes, letters and name cards. To avoid excessive unification, the design of line is used in the design of notebook to continue the concept of quadrangle. Put logo at the place where studio keeps books to add details.
Display and Application
D E V E L O P M E N T O U T C O M E
Scheme I Scheme II
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Project 2
MINJI Wonton NoodlesThis is a visual identity design work of a
traditional wonton noodles restaurant.
T I M E July.2015
DESIGN SUBJECT Layout Design
P O R T F O L I O IDENTITY D E S I G N
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P O R T F O L I O IDENTITY D E S I G N
PurposeThere are many Cantonese noodle
restaurants in Guangzhou. The
food in the old noodle restaurants
always gives the neighbors the
taste of warmth and recollection.
However, the audience is mostly
middle and old-aged people. To
prevent the classy taste from
disappearing or declining, this
VI design has designed for the
youth and gives traditional shops
refreshing appearances.
Target GroupThe youth
Characters: favors fresh new and
fashion things, can be attracted
by brilliant colours easily .
/ MINJI Wonton Noodles
/
R E S E A R C H
Market ResearchMarket survey shows that there
are still many old noodle shops
in Guangzhou , bu t f ewer o f
them have done the systematic
rebuilding of the brands.
In fact, a set of fine and systematic
visual identity system is of great
help for the company. Visual
i d e n t i t y s y s t e m m a k e s t h e
companies to be accepted by
the publ ic as a part with the
most power fu l t ransmiss ion
and infection. The application
of systematic and unified visual
symbols will allow the audience
to quickly recognize and perceive
the company or the image of
their brands and brings the most
effective and direct impact in the
promotion and recognition of the
companies.
These old restaurants also require
a set of visual identity system to
promote better in the market and
attract consumers from different
f ields and ages to inherit the
traditional tastes.
Design ResearchMany famous catering companies
have done design survey on font
and color. It turns that mostly they
prefer warm-toned colors because
it can work up an appetite and
gives people the feeling of warmth.
And lively fonts are mostly likely to
be used to create an atmosphere
of relaxation and happiness.
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P O R T F O L I O IDENTITY D E S I G N
Logo Design
People are naturally reminded of wonton noodles by the red bowls. The design takes bowl as its major element and matches it with the popular and classy color of red and yellow. And the mellow and full fonts similar to the noodles are used to give people the taste of warmth, kindness and recollection.
Name Card Design
In consideration that this is an old Wonton Noodles shop founded over ten years ago, the style must keep the same as the traditional taste and new elements should be added to attract the youth. So the traditional symmetrical arrangements are used to match the classy and traditional colors of red and yellow. Some adjustments have been made in the color of red and yellow to make it more harmonious to meet the theme of the shop. The standard and lively round font is used. The image of wonton noodle combines surface and line and be put in the center of the picture as the most attractive and most visual symbol.
Chinese Font幼圆
English FontKartika
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Some adjustments have been made in the color of red and yellow to make it more harmonious to meet the theme of the shop.
D E V E L O P M E N T
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Extension Design
Conduct a series of extension designs according logo and
name cards.The extended products include some restaurant
appliances such as menus,packages of napkin and take-out
boxs.
Menu design Napkin package design
P O R T F O L I O IDENTITY D E S I G N
Display and Application
Take-out box identity design
D E V E L O P M E N T O U T C O M E
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ILLUSTRATIONDESIGN- F o l k E v e n t s o f J i n z h o n g- J u n e 2 0 1 4
Folk Events of JinzhongThis is a illustration work of design exploration course.In this
projust,we did survey in middle China,visited local folk artists
and folk workshop to deeply learn its manufacturing crafts
and found our interest,then created our own work.
I was inspired by the elegant shadow puppets and the
interesting folk events--Zaohuo in Jinzhong when I was
travelling in Pingyao ancient city.These kinds of folk events
represent people’s enthusiasm and passion for life. Therefore,
a series of illustrations are designed with the subject of
interesting folk events--Zaohuo in combination with the local
famous shadow play.
T I M E June.2014
DESIGN SUBJECT Design Exploration
EXHIBITION Was presented at Seoul City Hall in 2015
P O R T F O L I O ILLUSTRATION D E S I G N
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P O R T F O L I O ILLUSTRATION D E S I G N
Calendar Design
May 2014,our 30 students from graphic design
studio went to middle China.We passed through
4 provinces,visited a few of ancient cities such as
Xi'an,Pingyao and Wei Town.Our field trip leasted one
month.During the trip we visited the local museums and
historical sites,told to the natives there,investigating
folk culture by multiple perspectives.
Pingyao ancient city Clay sculpture facsimile in
Shuanglin Temple With wood carving artist--Mr.Cheng
Zhouguang paper-cut studio in Wei
Town
B A C K G R O U N D
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Folk Art Research1. Conduct survey at local museums to learn and appreciate classy works of art and think and learn from background, style to coloring.2. Visit folk artists and folk workshop to deeply learn its manufacturing crafts.3. Talk with local residents to learn their unique customs and culture. Design comes from life. Accessing to people’s lives can help us better accumulate the materials, explore interesting things and open thinking for artistic creation.
Traditional paper-cut Colored paper-cut New Year printing of wood carving Shadow puppet Wood carving
Embroidery insole Pingyao polished lacquer
InspirationDuring the process of survey, I found an interesting folk custom activity in Pingyao ancient city, which is called by the locals as Zaohuo. Zaohuo, an old custom of China, originated from ancient people’s admiration for land and fire.
Worshipping the god of cooking fire and sing and dance to offer sacrifices to the god aims to pray for the good weather for the crops, a good harvest, and prosperity of the country and the peaceful living of the people as well as the luck in everything. With the development of society, Zaohuo has gradually be added with entertainment and become grand and complicated folk recreational activities.
Zaohuo in Jinzhong has a long history and abundant artistic and cultural value, representing people’s enthusiasm and passion for life. So a series of illustrations are designed with the subject of interesting cooking fire in combination with the local famous shadow play.
Visited the local museum and watched the shadow puppet show in Pingyao ancient city
Photos of folk events in Jinzhong
R E S E A R C H
P O R T F O L I O ILLUSTRATION D E S I G N
Design ResearchAccording the inspiaration,I did research about traditional colours,shadow puppets and folk costumes.
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SketchDesign the headwear and clothes in reference to the legendary figures, such as the Sun Wukong and White Bone Demon in the novel Pilgrimage to the West. People’s makeup also varies with different role. Its expression of technique imitates the hollow texture of the shadow play and semi-transparent fold-over effect.
Tool & material: watercolour, roller pen, pencil
P O R T F O L I O ILLUSTRATION D E S I G N
Walking on stilts
Taige
Cai dige
Running land boat dance
Running bamboohorse dance
Steadily high
Walking on stiltsIt is also called literary cripple or military cripple in Pingyao. Most of the performances are Monkey Subdus the White-Bone Demon and Tong Monk’s Pilgrimage for Buddhist Scriptures.
TaigeLike the formation of other folk arts, it also inspired by the sacrifices and gradually developed. People will carry the statue of the Dragon King and God of Shi, young boy and young girl. But after, people do not carry the heavy clay scripture anymore but only theGod of Shi, young boy. To better perform, people fix the iron stick to the lever and the performers fixed on the lever give fantastic performances in the air.
Cai digeJust as the name implies, the working people sing opera arias without makeup or acting in the field. Later, the folk artists add some simple dancing, talking and singing, performance and speech in the balled and it becomes yangko operaplayed in the streets of the village or their yards.
Running land boat dancePeople on boat mostly will performgirls, wives or other figures. In the performance, “helmsman”, one of the performers, will paddle the boats, lead the road and act the moves of paddling.
Running bamboohorse danceIt is usually performed in the square or streets when praying for “flourishing” during the Festival of Lanterns in the fifteenth of the first lunar month. The forms of performance and the movement are simple. When running,the site walk is dominated and it has over ten methods, such as “rope skipping with hands crossed”, “snake casting its skin”, “constantly jumps around” and “pumpkin stems”.
Steadily highIt implies that rising joint by joint like sesame flowers on the stem. It is much difficult than Back Stick Show. The performers are mostly young boys and girls aged about 7. Dress them up as various opera figures with makeup and ask them to stand on the shoulders of the adult performers without ties. The children usually dress up as the figures from Pilgrimage to the West and The Eight Immortals Crossing the Sea, which are popular with the public.
D E V E L O P M E N T
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Extension Design
I did the extension design basic on the illustration.Since it is
a culture promotion design,the extended procducts include
some souvenirs such as cup map,postcard and calender.
Cup map design
P O R T F O L I O ILLUSTRATION D E S I G N
Postcard design
O U T C O M ED E V E L O P M E N T
Display and Application
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BOOKBINDINGDESIGN- J a m T o n g- J u n e 2 0 1 4
Jam TongThe work is the design of the promotion books
for the culture, methods of cooking and the
effects of Cantonese soup,which we also call
Jam Tong.
Taking heart, liver, spleen, lung and kidney as
the principle linesand divide it into five books
according to the effects of soup for the five
internal organs. There is a statement that the
five internal organs are also called earth, water,
metal, fire and wood since ancient times.
According to the colors of five elements, which
are green, red, yellow, white and black, the
food is also classified (five tastes into organs).
The book combines the figure and picture of
every soup to make it more interesting and
shows the food with pic collage. The semi-
transparent cover also gives people the feel of
soup.
T I M E September.2015
DESIGN SUBJECT Bookbinding Design
P O R T F O L I O BOOKBINDING D E S I G N
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P O R T F O L I O BOOKBINDING D E S I G N
Background Jam Tong, also called the Chinese slow-
cooked soup, secures a place in the
stomachs of the Cantonese with the
concept of nourishing life and continues
for a thousand year.
After all those years, slow-cooked soup
has become an indispensable part of
the lives of Cantonese. The variety of
soup changes with the transformation
of seasons and there are different soups
according to the physique and body
part requiring nourishing. Assembling
the wisdom of Cantonese in the past
thousand years and the deep cultural
values, it has become the symbol of
Cantonese cooking culture.
InspirationPic collage is f inal ly chosen as the
illustration, which is to show the food and
soup with the combination of figure and
picture rather than the traditional recipe
book with only pictures. Pic collage is real,
interesting and appeal people to read.
I designed two principle lines of schemes:
Scheme 1: Classify the soup according
to the four seasons and divide it into four
books;
Scheme 2: Classify the soup according to
different parts of body, which are heart,
liver, spleen, lung and kidney and divide it
into five books.
/ Jam Tong
Purpose 1. Let more people learn the essence
and methods of Jam Tong;
2. It is more than a reference book but
also a intimate, lovely and nourishing
book. I hope that it can warm the
readers’ hearts like the soup.
Target Group1.Office workers
Characters: busy work, seldom have
time to cook,they need a simple and
healthy recipe with rich nutrients
2.Housewives
Characters:taking care of lives of the
family /
/
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P O R T F O L I O BOOKBINDING D E S I G N
According to two schemes,I did the research and collected
relevent design works.
After the survey, it is found that scheme one has been used
by many designers. Though the logics are clear-cut and not
difficult to practice, it is insipid. But after thorough study,
scheme two turns out to be interesting. The five internal
organs are compared as earth, water, metal, fire and wood
with its own colors. There is a statement that the five internal
organs are also called earth, water, metal, fire and wood
since ancient times. According to the colors of five elements,
which are green, red, yellow, white and black, the food is also
classified, which is called five tastes into organs. Its cultural
content is also deep and interesting. Therefore, scheme two
is chosen as the principle line of the design of the book.
R E S E A R C H
Design Research
According scheme 2,I searched some bookbinding design
cases and I was deeply inspired by Taiwan designer Zhihong
Wang and Yongzhen Nie,Japanese bookbinding designer
Kohei Sugiura's works.I did research on book cover
design,layout design and binding methods,which helped me
found the way to finish my project creatively.
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P O R T F O L I O BOOKBINDING D E S I G N
Sketch
Initial setting and sketch design.
D E V E L O P M E N T
Content Design
Content is the mainline of whole book,it can display the design style,layout and the logic of a book.Therefore,I begin with the content design.
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Page setting
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P O R T F O L I O
Book Cover Design
The cover highlights the character of focusing on the five internal organs. The concept of “use the form to replenish the form” is showed by the combination of the hand sketching of the five internal organs with corresponding food; the jacket uses the effect of gradual change and semi-transparent to make people feel of soup.
BOOKBINDING D E S I G N
D E V E L O P M E N T
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P O R T F O L I O BOOKBINDING D E S I G N
Inner Pages Design
Design the inner pages according to the colors and the page setting; put little illustrations and warm tips between the introductions of different soups to prevent the readers from the weary and boringness due to continuous content.
D E V E L O P M E N T
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P O R T F O L I O BOOKBINDING D E S I G N
O U T C O M E
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