The Portfolio of Yehezkel Lipinsky

On almost every page I write on, the Hebrew letters,

Bet & Hey appear in the right hand corner
it is an abbreviation for, with the help of G-d. It reminds me that there is
a higher force helping to facilitate what I do. Almost every sketch done for
the work inside this portfolio started with those letters at the top. Its good to
know that no page, at the start of a project can ever truly start blank.
Lets change how Canadians
save for retirement
Retirement is a daunting idea to think about. Soon after starting to work, one needs to think about 30-40 years down the road
when they will be eligible to retire. Not only that, they need to envision what their life will be like then and plan accordingly.
Money is already a scary concept for people. How do we enable Canadians to be conscious of their future nances and be able
to take charge of their future?
RBC Bright is a web interface that lets Canadians visualize their future, make decisions and discover the full spectrum of ser-
vices that the Royal Bank of Canada offers in the personalized context of their own nances. 34% of participants in a
BMO study hope to win the lottery to pay for their retirement. Let us enable Canadians to learn about
their nancial future, rather than rely on chance.
ONE GLANCE
See al l
f i nanci al
i nfor mat i on, f r om
t r ansact i ons t hat
j ust occur ed, t o
savi ngs t hat ar e
gr owi ng for t he
f utur e, on one
scr een
NAVI GATI ON WI TH A
QUESTI ON
The homescr een of Br i ght i s
si mpl y a sear ch bar. Peopl e
t ype i n a quest i on t o f i nd out
a det ai l ed answer of t hei r
f i nances. Sear ch Bar Navi ga-
t i on engages peopl es mi nds
t o l ear n. As t hey phr ase t he
quest i on, t hey st ar t t he pr o-
cess of t hi nki ng about t hei r
f i nances

HUMAN ANSWERS
Or gani zed dat a i s usef ul dat a.
One of Br i ght s mai n asset s
wi l l be t he cl ar i t y of i t s i nfor-
mat i on desi gn. Col our and
cont r ast wi l l gi ve narr at i ve t o
t he number s. Peopl e wi l l be
abl e t o t el l exact l y what i s
goi ng on wi t h t hei r f i nances.
The scr een adj acent hel ps
answer a quest i on t he user
t yped i n. Answer s ar ent
bor i ng. Theyr e i l l ust r at i ve.

SO
CI A
L SAV
I N
G
Savi ng w
i t h f r i ends w
oul d m
ake savi ng m
or e
enj oyabl e. Fr i ends m
ot i vat e and encour age each ot her
t o do t hi ngs. Ut i l i zi ng t hi s posi t i ve pr essur e i n a
f i nanci al cont ext coul d have gr oundbr eaki ng r esul t s.
Usi ng t he i nt er net , f r i ends ( w
ho ar e al so al l RBC
cust om
er s) w
oul d each save t oget her, at a desi gnat ed
t i m
e. They can m
oni t or t hat t hey eached saved once
a w
eek, or t w
i ce a m
ont h. Because t hey know
t hei r
f r i ends ar e doi ng i t , peopl e w
i l l be m
ot i vat ed t o
keep savi ng. Savi ng becom
es a soci al act i vi t y and
som
et hi ng f r i ends w
i l l t al k about , out si de of t he
scr een.

THE BANK SHOULD HAVE ALL THE
ANSWERS
Ther e ar e many f i nanci al l y focused websi t es.
But why shoul d RBC cust omer s go t her e?
Ri ght i nsi de of Br i ght wi l l be a f ul l sui t e of
cont ent mar ket i ng: ar t i cl es about savi ng and
i nvest i ng, wr i tt en by RBCs cl i ent s. Peopl e
wi t hi n RBCs or gani zat i on, who, at one t i me,
most cl i ent s mi ght have never done busi ness
wi t h, i nst ead, wi l l become t rust ed, r el i abl e
f i gur es i n cl i ent s eyes. As wel l , cust omer s
can si mpl y sear ch ( i n t he Sear ch Navi gat i on) ,
Podcast , and a podcast wi l l begi n pl ayi ng.
Thi s podcast wi l l be host ed by RBC
Execut i ves, wher e t hey expl ai n di ffer ent
wor ds and quest i ons t hat cust omer s can
sear ch t o get new vi ews of t hei r f i nanci al
dat a and t hei r r et i r ement f utur e.

THE CONVERSATI ON DOESN T
STOP ONLI NE
At appr opr i at e poi nt s, Br i ght has a cal l
t o act i on, appeal i ng t o cl i ent s t o ut i l i ze
t he f ul l spect rum of ser vi ces t hat RBC
has t o offer. I n t hi s case, t he butt on
cal l ed Change t hat number wi l l gi ve
t hem t he possi bl i t y of meet i ng wi t h a
r epr esent at i ve t o go over t hei r opt i ons.
At t hat meet i ng, on t he r epr esent at i ves
comput er, wi l l be an i nnovat i ve back-
end syst em. What ever changes t hey
have made t oget her, whet her i nput i ng a
pensi on or di sabi l i t y payment s, wi l l be
i nt egr at ed i nt o Br i ght , al l owi ng f utur e
quest i ons t he cl i ent t ypes i n t o be gi ven
an up- t o- dat e answer. I t s a l i vi ng appl i -
cat i on.

Why cant grocery shopping be
easy for people with digestive
disorders?
When individuals have diabetes, celiac disease, anaphylaxis, or other disorders, they
need to constantly look at nutritional facts and ingredient lists. Scanning through
dense ingredient lists can add a lot of time and confusion to their shopping, and
nutrition facts are not always relevent. Edibility is an app which utilizes augmented
reality technology to give users real time information of what they can and cant
eat. Users simply scan ingredient lists and nutrition facts using the app, through the
camera, which then highlights what they can eat. It also redesigns and personalizes
nutrition facts for easy understanding and proper choices.
edibility
John Basser
Birthday 07/02/1976
1.8 metres 140 pounds
Eating Prole
Diabetes
Anaphylaxis
Crohns Disease
Fish
Eggs
Peanuts
m f
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esign
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DESIG
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PETITIO
N 2012-2013
From
Design Exchange,
Canadas Design M
useum
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Fully Accessible
Users have the option of language, type-
size and prefered measurement system,
ensuring that the largest number of
users can utilize Edibility
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Shop for Multiple Family
Members, at once
If different family members have different digestive
disorders, the family member in charge of grocery
shopping, can shop for all of them, with ease, at the
same time, thus saving time and money\
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N
am
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Birthday dd/m
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/yyyy
Height
W
eight
Eating Prole
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iabetes
Anaphylaxis
Lactose Intolerance
Celiac D
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Crohns D
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m
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Enter Info
Users put in their relevant information.
Pull-down menus under different diges-
tive disorders enable users to pick their
specic conditions
3.93%
of daily calorie intake
Nutrition Facts 40 g
10%
carbohydrates
2%
cholesterol
2%
fat
10%
sodium
7%
potasium
2g
protein
Scan.
Using augmented reality, the app scans the
ingredients listed and highlights the prob-
lematic ingredients. Different colours show
up if one is shopping for multiple people,
with the colours identifying what person
each ingredient affects.
Nutrition.
With Edibility, Nutrition Facts become a rich source
of information. Edibility overlays a new nutrition facts
list: gathering the data and overlaying a redesigned
fact list (using augmented reality). All a user has to do
is slide the slider over to the Nutrition Facts slide, place
the phone above the fact list and the augmented reali-
ty, better designed version appears.
8.36%
of daily calorie intake
Nutrition Facts 40 g
6%
carbohydrates
2%
cholesterol
25%
fat
0%
sodium
N/A
potasium
3g
protein
8.36%
of daily calorie intake
Nutrition Facts 40 g
6%
carbohydrates
2%
cholesterol
5%
fat
0%
sodium
N/A
potasium
3g
protein
carbohydrates
Carbohydrates are one form of nutrients from food. It
can be broken down between sugars and starches.
They are important for people with diabetes to keep
track of because of blood sugar levels. One should
aquire carbohydrates from healthier sources such as
fruits or grains.
Health.
Not only is this a redesigned Nutrition Facts list, but
a personalized one. The facts on it are personalized to
the users height, age and weight. This is where the
augmented reality really comes to the fore. Its the in-
teraction with the physical information and the apps
knowledge of the user that makes Edibility compelling.
Nutrition Facts dont become about the average per-
son, they are about individual.
Clarity.
Nutritional Facts can be a confusing. Edibility enables
usesr to tap on a fact they dont understand and a
description, tailored to their digestive disorder will
appear, explaining why its important.
Market Tilapia, in a new way.
The entire class received a brief instructing us to rebrand Tilapia. The brief harkened
back to what was once known as the Chinese Gooseberry, which was rebranded as
the Kiwi fruit. The brief called for a name that made it more appetizing and popular.
To answer the brief, the name was changed to Feroz, Spanish for erce. Tilapia is a
bland sh that takes on the avour of whatever it is prepared with. That was used
to an advantage. The new brand urged customers to get erce with their avour. It
encouraged them to experiment. Feroz is like a blank canvas. Their adverturous cook-
ing can turn it into an exciting dish. A logo and tagline was created. The copy in the
advertisement pronounces this new direction for Tilapia.
LOGO DESI GN
The Fer oz l ogo showcases
t he fact t hat i t s for a f i sh
wi t h t he f i n att ached at t he
end. The t ypeface evokes att i -
tude and an et hni c feel .

BE
FIERCE
WITH
YOUR
FLAVOUR
Feroz doesnt come with that shy taste. It comes with what you bring to it.
Feeling like thai tonight? Jazz it up and Feroz ts right in. Italian? Add some
different spices and vegetables and you have your Italian sh dinner. Experiment,
create fushions, push the boundaries. Used to be known as Tilapia, Feroz is a sh
that can blend with any avour. Anyway you use Feroz, it will taste like what you
want it to. Go on, pull out that spice rack and and create a few unexpected
pairings. Its the accidents that create the precendents.
Pick it up at the closest supermarket. www.feroz.is
GET FIERCE WITH YOUR FISH.
We all know what happened to
the animals on Noahs Ark, but
what happened to the fsh?
Everyone knows the story of Noahs Ark. Animals piled into the ark just as the world
was ooded. Everything outside the ark would die and only once a dove was sent out
and brought back an olive branch would Noah know that the ood had subsided and
that he, his family and all the animals could exit the ark and begin life, anew. In this
whole story, we never nd out what happened to the sh. Did they perish, or did they
swim in the waters? In Jewish Biblical study, Rabbis created the Midrash, a series of
stories that ll in the gaps in the Bibles telling and most importantly, teach a lesson.
I decided to create my own Midrash about what happened to the sh. I decided that
the sh helped the Ark to safety.
St arfi sh hel p pat ch hol es i n t he ark so wat er
doesn t l eak i n
Hammerhead Sharks hel p pul l Noah s Ark
al ong i n t he wat er
Gl owfi sh l i ght a pat h so t he dove, bear i ng t he
ol i ve branch, can fi nd t he Ark i n t he mi dst of a
worl d nearl y covered i n wat er
Cl ose encount ers: As a gi raffe dunks i t s head
i n t he wat er, i t i s supr i sed by a Sea Horse
Typography.
FORM
Cr eat ed for a cl ass,
t hi s pi ece ut i l i zes
j ust one l ett er i n one
t ypeface t o cr eat e a
composi t i on

theres
love, life
& type
ODED EZER
QUES
TION
ING
a conversation with typographic experimentalist
I NTERVI EW BOOK
Fr ont cover of an
or i gi nal i nt er vi ew wi t h
desi gner and ar t i st ,
Oded Ezer

Advertising.
These shi r t s wer e cr eat ed for a student pr oj -
ect t o pr emi er e Canadi an Dor i t os. These
shi r t s, on t hei r f r ont ar e subt l el y br anded
wi t h t he campai gn l ogo, True Pat r i ot Love
but ar e cr eat ed for a shi r t peopl e woul d want
t o wear i n t hei r ever yday l i fe. They make f un
of Canadi an st er eot ypes i n a l ovabl e, f r i endl y
way

How do we help Torontonians
use the PATH effectively?
The PATH in downtown Toronto is an extraordinary achievement. Its the
worlds longest underground shopping complex, currently at 30 km (19 miles).
It features a plethora of stores and connects Torontos nancial sector together.
However, its difcult to navigate. The signage is poor and inconsistent.
By creating an app to navigate and explore the PATH, it can become an
extremely useful asset to pedestrians in this triving city.
Using Apples iBeacon technology, users can search stores and and review them,
without the internet.
The Homescreen. All users must do is tap on the
button they want, then pinch and zoom out to
select another item. This type of browser makes
using the app quick and seamless. In the PATH,
people are rushing about. This app helps them
keep up their efciently. Interaction with the
app should be a uid experience with life.
Clicking Where I Am? shows the users exact-
ly where they are, in which direction they are
walking and what building they are in. In the
current signage, knowing what building you
are in, underground is difcult. Where Am I?
solves the problem.
Directions is created for the user to just type
in what they need, the app gures out the rest.
The user can type in an address, building or
intersection in the To or the From. One input
bar for different categories. The app uses a sin-
gle input bar to nd what the user needs.
Directions, right to where you need to go.
Sometimes people in the PATH are looking for a
specic store. Look no futher.
Users can select results near them, allowing
them to make the most of where they are.
Reviews creates community within the PATH.
Many PATH users buy lunch in the PATH
everyday. Now, they can review the places they
eat so others have recommended.
Theres a ve point rating scale. Users simply
tap the small circles to input their reviews of
the PATHs establishments. The circles become
larger when they are part of the score.
While walking throughout the PATH, users will
receive coupons that are location specic. This
will allow more business to be facilitated and
allow the PATH to make money from putting
coupons on the app. In this menu, users can see
all the coupons that have come in as they
journey throughout the PATH.
Through iBeacon technology,
the app empowers all users,
whether they are nding a
store, dont know where they
are going or wanting to know
where is good to eat. The app
also facilitates business through
geographically based coupons
giving PATH pedestrians
discounts, allowing them to
discover new places they have
never been. As well, through
its seamless pinch-and-zoom
interaction, the app moves as
quickly as the people in the
PATH, keeping in pace with the
daily hustle.
A CD of eclectic tracks
How do you give it order?
In a Graphic Design class at OCAD University, the teacher gave us a CD with an eclectic mix of music.
We had to create an album design that would somehow unify the tracks into a cohesive whole. I de-
cided to call the album Dishevelled, spelt, Disheveled on the cover itself and use the visual metaphor
of mismatched potato heads to create a unifying theme. Potato Heads run throughout the album and
liner notes that dont look totally put together. Something is always out of place. The album was given
an off-the-wall vibe. Little extras were created to make this something consumers would want to buy,
a special keepsake album in the age of digital downloads.
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COVER OF ALBUM
Cover of t he al bum, band was named
St accat oBuzz. Di shevel l ed Pot at o Head on
t he cover

BACK OF ALBUM
Al l Pot at o Heads have a dr awer i n t hei r
back, on t hei r behi nd. I deci ded t o use i t t o
encase t he USB key ( cont ai ni ng t he musi c)
and ot her par aphenal i a i nsi de i t
OPEN SESAME
The famous Pot at o Head backf l ap i s t he en-
cl osur e for t he i t ems i n t he al bum
FRONT OF LI NER NOTES
To keep wi t h t he off - t he- wal l t heme, t he
l i ner not es bear s a Pot at o Head wi t h a dunce
cap on a st ool
KANYE HEAD
Funny Pot at o Heads br i ng humour t o t he l i ner
not es and gi ve t he ent i r e al bum an off - t he-
wal l t one
HI PSTER HEAD
EXTRATERRESTRI AL HEAD
ROLLI NG STONES HEAD
BOWTI E HEAD
How do we bring new families
into a synagogue in an engaging
way?
FORTUNE TELLER
Thi s for tune t el l er was desi gned for ki ds
t o use. I nsi de i t asks t hem t r i vi a quest i ons
about t he Jewi sh hol i days
ON THE BACK
On t he back of t he for tune t el l er i s an ad
for t he par ent s about t he yout h pr ogr ams at
Shaar ei Shomayi m Congr egat i on
cr eat ed wi t h Hananel Romer Segal
How does one afford a
$12 Million stuffed shark?
In the riveting book, The $12 Million Dollar Stuffed Shark, by Don Thompson, he explains how billion
Steve Cohen can afford The Physical Impossiblity of Death in the Mind of Someone Living by Damien
Hirst. In two succinct sentences Thompson describes how Cohen makes roughly $90 000 an hour (in
reality, he doesnt get paid that way, but its a good visualization). I decided it would make an intriguing
infographic.
Illustrated Work.
Be the light that gives life.
hods.org
Sign up for a
halachically approved
donor card.
HUMAN ANSWERS
Or t hodox Jews bel i eve t hat
or gan donat i on i s i n conf l i ct
wi t h t he Tor ah, t he Jewi sh
Bi bl e. To count eact t hat , t hi s
post er was made l ett i ng t hem
know about t he or gani za-
t i on t hat has done hour s of
r esear ch t o faci l i t at e bett er
under st andi ng. Thi s post er
t el l s Or t hodox Jews t hat t hey
can, i n fact , donat e or gans.
The i mager y bl ends t he t r adi -
t i onal candl es on t he Sabbat h
Eve wi t h ki dneys t o cr eat e a
poi gnant message

optimism
creates
ABOUT ME
Thi s post er showcas-
es how I t hi nk. I am an
opt i mi st i c per son. I t hi nk
opt i mi sm cr eat es gr eat
t hi ngs. I t hi nk, ul t i mat e-
l y, desi gn i s about bei ng
opt i mi st i c i n what can be

CAMPUS BUTTONS
To hel p cr eat e awar eness
for Hi l l el , t he Jewi sh
Student s Associ at i on
at Ryer son, I desi gned
t hese butt ons. I cr eat ed
t hem as somet hi ng peo-
pl e woul d want t o put on
t hei r bag. Theyr e humou-
r ous so t hei r memor abl e
and somet hi ng a student
woul d want t o show t o
t hei r f r i ends.