Web_Professional_Portfolio

UNDERBELLY DESIGN INTERNSHIP

At thirteen years old, this sketch submission for the “Future Sole” Sneaker Design
Competition was my optimistic early attempt at beginning a career in design.

ZERYAB SIAL

2513 PROMONTORY DRIVE
SALT LAKE CITY, UT 84109

[email protected]
801-608-5012



CONTENTS

PERSONAL 2–D
LOGO........................6-7 RENDERINGS
ADAPTATION..............8-9 BOOMERANG.............10-11
WING........................11-12

PROFESSIONAL CLASSWORK
DERA........................14-19 CAMPAIGN.................22-23
HI JEAN....................20-21 TIME NOTATION.........24-25
TYPE SPECIMEN.........26-27

3–D

AID TIME
UPLIFT......................30-37 CONSTRAINT..............38-49

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4

2 – D two
dimensional
work

5

PERSONAL

LOGO

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Prompted to develop a personal logo for an Art Tech class, this
mark was intended to be illustrative of oneself. As a reduced
caricature, it may not be well-suited for professional use but it
serves its purpose in expressing the quality of curiosity.

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PERSONAL

ADAPTATION

Repurposing multiple photos, the remains of the historical OSH building at the University of Utah transforms into a chew toy.
8

With footage from the 2001 movie, Fast and the Furious, this race scene is animated to be more
interactive for the viewer as it plays out like a video game.

9

RENDERINGS

BOOMERANG

Motivated to improve my skills in the Adobe Suite, the conception of a fictional soda company became the
means in which the wireframe can was first built in Illustrator, then painted in Photoshop, and finally
wrapped with its own logo.
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RENDERINGS

WING

Using the same approach as the previous rendering, this project served as a progression of those skills and
a study of light and shadows.
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13

PROFESSIONAL

DERA — IDEATION

Given the challenge of rebranding the “Chakra Lounge” on
364 State Street, the food, architecture, location, and decor
guided this process which began with a name, Dera.

Dera (Urdu /Punjabi)
a gathering place where people socialize and consume

Phase 1
The initial explorations were focused on the implications of the
name through the use of many circular elements

Phase 2
As the literal approach lacked a festive appeal, this phase took
a turn for a more expressive nature.

Phase 3
As the custom lettering for Dera was developed and refined, it
was rearranged in a variety of contexts in search of an icon.

Phase 4
Inspired by soda can furniture seen in a fashion show,
this icon become the vessel to communicate the name
as both a drinking glass and lounge chair.

*this project is still in progress

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1
2
3
4

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PROFESSIONAL

DERA — FINAL

renderings of potential storefront design
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PROFESSIONAL

DERA — MENU

Sect i on $5 This seat pattern was
$6 reconfigured for the menu
Tasked with upholding the brand class while remaining $7 pattern above.
approachable to a younger crowd, this theme garners
urban and contemporary associations ideal for the
downtown location.

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Tapas

Spiced Soy Nuts* $2 Kale Pakora* $7
roasted cumin , ginger, garlic, organic kale, gram flour, mint

onions, lemon and tamarind chutney

Crispy Potato Wedges* $5 Naan Wrap* $7
choice of lemon chili butter or truffle tandoor chicken or a vegetarian option

Charred Gobhi* with spiced vegetables and raita sauce
crispy cauliflower, garlic, lemon,
$5 Naan Pizza*
butter, raita, cilantro tandoori chicken or a vegetarian option,
$8

butter masala, mozzarella, cilantro

Pl ates

Lamb Shekwa Bites $10 Samosa Salad* $7
tandoori lamb, cumin, fermented $8 spiced soy nuts, cilantro, $8
vegetables, mint chutney $10 tamarind mint vinaigrette, raita
add wild caught salmon + $4
Spiced Chicken Kabob add tandoor chicken + $3
tandoor charred, fermented vegetables,
mint yogurt sauce Curry Chicken Bites
crispy chicken, Indian spices,
Chicken Tikka Masala seasonal vegetables, raita, cilantro
Tandoori chicken, creamy tomato curry,
fermented vegetables * vegan option available
GF option upon request + $1.50

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PROFESSIONAL

HI JEAN

Asked to produce a logo for hygiene product, “Hi Jean,”
rather than using an image that produces unsatisfying
associations of sanitation, the abstract signifier of
a basic swiping motion from wiping something clean,
is manifested in the “Hi” in “Hi Jean.” It was necessary
for the logo to be clean and uncluttered through the use
of minimal elements and a thinner weight, sans-serif
typeface. The product itself is in its prototyping stages
and was susceptible to major changes in form, therefore,
the logo had to be neutral to potential changes.
The less literal notions of the mark as a motion rather
than a tangible reference, along with its binary, allows
versatility for the future of this product line in which
the personality of “Jean” will be changed for subsequent
derivations (i.e. Hi Harold).

*product images not included – pending patent

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21

CLASSWORK

CAMPAIGN

Challenged to build a fictional presidential campaign, tea-seller, Arhsad Khan who rose to fame
over his visage became the subject of this project. His name became important in communicating
his platform as it translated from Arabic to, “rightly guided leader” (Arshad Khan). The “Rightly
Guided” slogan then informed his logo as a calligraphic representation of “Arshad” forms the
shape of a forward directed ship. This slogan, logo, and his story became the themes of his
webpage, merchandise, yard signs, infographic, and advertising.

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CLASSWORK

TIME NOTATION

Recording a single aspect of time for the duration of six-weeks, I complied this data into an
infographic (full sized at 38" x 16") to communicate this experience. Tracking the weekly Monday–
Thursday drives from 2513 South Promontory Drive to Campus Center Drive at the beginnings of the
University of Utah campus, I gained an advantage in my ability to plan for the morning and the
intense street congestion of these hours by examining the trends and fluctuations of this routine.

Date | Depart Time Commute Time Time seconds Time MIN:SEC Rating Additional Info

T.1.24 1:45 15.34 934 med Flurries and poor conditions/ no morning class, left home much later

W.1.25 8:28 17.11 1031 high Excess of snow from the previous night, most of it was cleared but slush rem

H.1.26 8:24 14.33 873 high Rather than flurries it was fully snowing, effecting visibility

M.1.30 7:36 12.56 776 high Traffic seemed unusually high initially but was not as dense. Left home early

T.1.31 8:33 41.28 2488 unusually high Google reported an accident on foothill. Had to reroute through a residential m

W.2.1 8:28 10.48 648 high Green lights

H.2.2 8:38 12.48 768 high Moving at a steady pace

M.2.6 8:22 9.22 562 high Clear weather, nothing unusual

T.2.7 8:41 11.49 709 high Light drizzle

W.2.8 8:26 9.32 572 med Clear skies, traffic did not seem as dense

H.2.9 8:42 13.18 798 high More congested than usual. Skies look heavy, may rain soon

M.2.13 8:31 9.01 541 high clear day

T.2.14 8:43 14.08 848 high First three blocks were moving very slowly. There was Prius/ School Bus acc

W.2.15 8:26 10.59 659 high sightly more condensed traffic than most days

H.2.16 9:47 8.14 494 high Left home later, traffic flowed much better

T.2.21 8:45 12.44 764 high Pulled over for an ambulance. Windy morning

W.2.22 9.24 8.37 517 high wet roads from snowstorms, aftermath of an accident on road, left home late

H.2.23 8:33 9.11 551 high Roads were cleared of snow but it continued to fall

24 M.2.27 8:52 12.49 769 med Snowing. Slush on the road + piled snow from previous night. Cars moving s
T.2.28 7:36 11.04 664 high Left home early. Grey skey, may snow soon. No precipitation. Snow collected

W.3.1 8:59 8.22 502 high Left home later. Contained accident directly off intersection onto Foothill, cars

H.3.2 8:46 11.26 686 high Clear air

M.3.6 8:32 10.11 611 high Sun has arisen but snow remains on residential streets while main roads are

T.3.7 8:38 12.31 751 high Sunny again. Some snow remains off the roads. Traffic was slightly more pac

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CLASSWORK

TYPE SPECIMEN

Transitioning between two and three dimensional work,
this 11" x 17" Didot type specimen highlights the
defining features of the typeface in its hairline serifs
and extreme changes in line weight. Reference is made
to designer Firmon Didot’s origins in Paris through Le
Grande Arche de La Defense, the contemporary offspring
of the Arc de Triomphe, a landmark of the French
Revolution. This iconic structure is replicated in the cube
formed by this specimen in fully folded position, as a
homage to the status as the “first modern typeface.”

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3 – D three
dimensional
work

29

AID

UPLIFT — RESEARCH

Problem Statement
Design an aid that psychologically uplifts users who experience a typical workday away from home
User
spends the bulk of their day engaged with work beyond the comforts of home for extended periods
(students to employees to military, etc.) and is often preoccupied with the stressors of their situation
Context
used throughout a tasking workday to provide a break from burdens and therefore should be available in
hand. The user will be busy with little time for self-preservation, and the responsibilities for few distractions.
Values
inspiring / mobile / undemanding / playful / purging /unobtrusive
Cost
reasonable price for a small gift ($10-15)
Materiality
flexible / durable / soft / warm

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Humans uplift other humans through interaction oxytocin intimacy hormone
cortisol stress hormone
Power of the voice

It can replicate the effects of physical interaction, limiting the potency of stressors

University of Wisconsin-Madison Study*
Adolescent girls were given a stressor and afterwards comforted with either:

1. Hugs/kisses from their mothers
2. A phone call of reassurance from their mothers
3. An emotionally-neutral movie

“When the researchers later measured hormone levels, they found, not surprisingly, oxytocin rose and cortisol
fell in girls who had been in physical contact with their mothers. What was surprising was that the behavior of
the hormones was almost identical in girls who had only spoken to their mothers on the phone…
‘Oxytocin seems to put a cap on how high stress hormones can go,’ Pollak says. What tickled me about this
study was that it goes against all the literature suggesting that you need to have physical contact for oxytocin
levels to rise.”

*Seltzer, Leslie J., Toni E. Ziegler, and Seth D. Pollack. Social Vocalizations Can Release Oxytocin in Humans.
Proceedings of the Royal Society B. The Royal Society Publishing, 12 May 2010. Web.

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AID

UPLIFT — PROTOTYPING

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AID

UPLIFT — BUILD

1 23
4

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The function operates on a simple system of blue for play and red for record
Head
A five segment construction composes an even sphere and provides a segmented space for the speaker
output through perforated eyes as well as an opening for the mic through the right ear, angled to the user.
Tactically sewing tight to the edges produces an exaggerated seam, making the outline of a mouth. Dual
compartments in the bottom house the technology, supplying protection and keeping components aligned.
Body
A cone cutout was modified to arrive at a shape that would indicate specific placements for stitching and fold
together for a tapered body. In a four-step process, the folding of this structure naturally creates a spine for superior
head support as supplemental material is sewn within the folds for added strength. To combat the head weight,
a plastic disc in the weighted base allows the body to stand with stability and feel balanced in hand.

35

AID

UPLIFT — FINAL

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REX ROXIE

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TIME

CONSTRAINT — IDEATION

Problem Statement
Provide users that are working with the means to be more effective for long durations of focused time
that is also reflective of their relationship to the passage of that time.

User
Individuals aged 16-45 with a rigorous schedule that demands considerate management of tasks
which would benefit from minimalized interruptions in workflow.

Values
Undemanding / Uncluttered / Responsive / Adaptive / Accessible

Additional Parameters
Must be easy to transport for the user and place on a table/desk where they may be working.

Context
The common employee/student of this age is expected to accomplish more in a day than ever before.
In order to maintain a level of control, we must become more effective as well fluid between our tasks
as we surround ourselves with the tools and resources to either take advantage or burden us in this effort.

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Making time tangible – by giving it a weight / volume / value
The highlighted band sketch succeeded as a manifestation of the phrase,
“pressure of time” in a literal time constraint.

Data Visualization – making information tangible to greaten impact
Two-dimensional information can say more when put into the physical world
with reference to the objects we already experience, moving beyond the visual.

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TIME

CONSTRAINT — PRECEDENTS

These images served as guides for determining the construct of the multiple components at work within this item. There were many
directions considered for generating the aspect of pressure in the interaction and the nature of that pressure itself.

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As it was important to remain analog in accordance with the brief, the solution to functionality channeled into spring-loaded devices
contained in wind up mechanisms. In building the band, key characteristics inspired by the second row of images range from flexibility,
responsiveness, adjustability, to fluidity.

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TIME

CONSTRAINT — FUNCTIONALITY

link to band

Tightens to apply pressure over the chunk pivot
of time (1 hour). At the end of that knot
period, it buzzes prompting the user to
reset. Unreliant on a power source, the
mechanism stores potential energy in a
metal mainspring which is converted into
kinetic energy through gears producing
the tightening motion. The velcro band
accommodates many sizes and provides
ease in use and removal.

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Working through many templates in order to build the aluminum housing,
the solution to this component came in the tapering of its walls to leave
room for the band to wrap around the mechanical unit yet providing
protection elsewhere. The aluminum body was then coated in a plastic dip
and padded on the base for comfort.
The 12-sided construct for the face splits the duration of 60 minutes into
five minute increments that can be read at a glance.

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TIME

CONSTRAINT — REFINEMENT

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TIME

CONSTRAINT — FINAL

The user gets a sense of the diminishing period of time physically imposing on them, receiving haptic feedback on their wrist,
therein, gaining a responsibility to that time as they foresee its end.

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With the protection of cushioning, the band safely tightens enough for the user to think to reset.
This action forces them to take a pause to consider their use of the time.

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PRODUCT

CONSTRAINT — IN CONTEXT

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