Chloe Yeo
 

Arboretum Symbols

Duration
5 weeks, May/June 2016

Advisor
Karen Cheng

 

As plant identification can be challenging for the everyday person, educational nature spaces can be often difficult to navigate. Inspired by the Pacific Northwest's native plants, I created a set of way-finding icons for the local Washington Park Arboretum designed in collaboration with Jen Vuong, Theresa Utanto, Esther Kim, and Wei Li. This project was overseen by Karen Cheng in DES214: Marks + Symbols (print, 16in x 24in).

 
 
 
 

Process

I was tasked with designing the amenities icons: walking path, drinking fountain, canoe landing, and bike path. These iterations began with geometric figures, to more complex forms, to simpler organic shapes. Additionally, I was tasked with designing the final poster displaying the symbols, shown above. 

 
 
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Embark! Conference Identity

Duration
10 weeks, April—June 2017

Advisor
Christopher Ozubko

Given the task of programming and designing a conference inspired by the theme of wood, I created a fictional conference titled Embark!. This three-day international conference welcomes students, educators, and outdoor enthusiasts to Estes Park, Colorado to participate and learn about outdoor education. 

 
 
 
 
 

Process

Concept Iteration
In considering wood as a material, I focused on three conference concepts: 1) outdoor education, 2) wooden play structures, and 3) how wood is used in entertainment (set design, props, etc).

I decided to focus on outdoor education because of the opportunity to learn about alternative education. The word "Embark" symbolizes growth and starting a journey, and I wanted to convey that in this adventurous conference.
 

Location
After researching national parks and popular conference locations, I landed on Estes Park, Colorado, which combines natural scenery with a Conference Center. I appreciated the "Green Initiatives" that allow event planners to promote sustainable practices.
 

Visual Language
The interplay of urban and outdoor imagery led me to three visual directions. I wanted to capture wood details and trunk cross sections and bark textures.

 
 
 
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After this exploration, I developed the third concept further by incorporating the topographic map as a visual motif.

 
 
 

Merchandise

 
 
 
 
 
 

Conference Badges

Based on guest hierarchy, from attendee to sponsor, each badge features vegetation that would be found at different elevations at Rocky Mountain National Park, where Estes Park is located.

 
 
 
 
 

Website Design

 
 
 
 
 
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Seattle Public Library Rebrand

 

Duration
6 weeks, Feb/March 2017

Advisor
Ben Graham

The downtown branch of the Seattle Public Library is an architectural, historical, and social icon. However, the current brand and visual system of the Seattle Public Library system itself does not unite this location to the other 26 local branches. In order to unify the diverse spaces and functions of Seattle's libraries, I opted to create a more accessible, individual-focused brand.

 
 
 

Brand Executions

Stationery
The folder and envelope interior feature inverted versions of the logo mark, creating an interlocking pattern. The handwritten type references handwritten elements often found in library books.

 
 
 
 
 

Poster Series
Each poster illuminates a different function of the library by featuring children, career builders, and adults. 

 
 
 
 
 

Website
The website is a visually modern update to the current site, with cleaner navigation and large hero imagery.

 
 
 
 
 

Initial Moodboard
I used academic and personal imagery to convey the individual pursuit of knowledge. I wanted to focus on the more nostalgic, analog part of libraries, such as paper textures and notes in margins.

 
 
 
 
 

Logo Development
Inspired by dog-eared pages and the idea of folding a shape from one piece of paper, the mark also calls to the geometry of the iconic Downtown Seattle branch architecture.

 
 
 
 
 

Brand Guidelines

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Trailforks Mobile App Redesign

Duration
5 weeks, Feb/March 2017

Advisors
Karen Cheng, Audrey DesJardins

Trailforks is a platform for riding associations to keep track of trail conditions, builders to log work & riders to share and plan their rides.


The Trailforks mobile app is extremely utilitarian. It has a steep learning curve and is difficult to understand for non-mountain bikers, such as myself. In collaboration with Coreen Callister, Monica Niehaus, and Jen Strong, we aimed to simplify the Trailforks app by focusing on trail location/discovery and sharing the experience.

 
 

 
 

Current Design  Redesign

 
 

     Onboarding

     Map navigation

     Trail info


 
 

Final prototype

 
 
 

 
 

Pain Points

Screenshots of Trailforks interface as of January 27, 2017.

 Onboarding

Onboarding

 Initial map view

Initial map view

 Map legend

Map legend

 
 
  1. Overall information overload

  2. No navigational hierarchy

  3. Ambiguity of marks, symbols, colors

  4. Lack of customization

  5. Missing the cool/fun factor

 

Design opportunities

  1. Improve existing onboarding
  2. Build a homepage, employ tab or navigation bars (currently missing)
  3. Create additional layers of customization based on specific user inputs, for example: filtering what symbols/icons are seen
 
 

 

Research

 

Competing Apps
To understand how outdoor apps and review services function, we examined Strava, Washington Trails Association, AllTrails, Mountain Bike Project, and Airbnb.

 
 
 
 

User Research
To understand how new users would use the app, we interviewed Rick, an active outdoorsman, and Caitlin, a casual hiker.

 
 
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My Role

 

I was responsible for the design of the trail info screens and settings screen, along with animating two microinteractions.

Trail Info
The trail info screen incorporates a fixed tool bar at the bottom for quick access of potential tasks. Aligning with our focus on personalization, I opted to make the ‘Donate’ feature more visible, as donations go to associations that maintain the trails. 

 
 

 
 

Settings
The main feature of the settings screen is emergency information. It displays map location, coordinates, and a ‘Call 911’ button, providing the information necessary in the event of an emergency.

 

 
 

Microinteractions
The microinteractions I animated include movement of the elevation chart and a payment processing animation.

The segmented control allows for an overview and the selected trail’s elevation. The animation shows how users can ‘scrub’ the graph to see how the elevation changes as the distance changes.

 
 
 
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Experimental Calendars

 

Duration
3 weeks, Oct/Nov 2016 

Program used
InDesign

Advisor
Annabelle Gould

Calendars are personally difficult products for me to invest in. The grid space is too small to write every event, the monthly photo or illustration is not always desirable, or they simply fall to the floor unnoticed, because they're forgettable. This set of 3 calendars is designed to challenge that, so I opted to create visually dynamic, informative, and attention-grabbing calendars. The result conveys a mood for each month, using only type, lines, and color to do so. This exercise was completed for DES376: Advanced Typography (print, 11in x 18in).

 
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Strategy

Because calendars are traditionally 2-dimensional, I wanted to challenge that format without changing the print medium, which resulted in an isometric solution. To make each calendar unique, yet cohesive, I opted to treat the shadows differently and vary the weight of the type. Ultimately, I defined my only constraints as the typeface (Source Sans Pro) and the angle of the letterforms.

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