My Chinese Name is Chieh Hsiang, Hsu. ( 許婕相 )
The word “Hsiang” ( 相 ) is my nickname. Also the word “Hsiang” in Chinese means that a man watches a tree. Old people extend the meaning of “Hsiang” to observation of everything in our life. By combining every element of mine, My personal identity came out!
Volunteer Service This piece was my graduation project. This project was a marketing proposal to promote a new model for volunteer service for children in rural area to enjoy. The project consisted of 7 steps, for which I came up with different designs. The marketing proposal started with situation analysis to find our issue. And then we discussed deeply to make strategy to solve the problem. After the Execution, we would have benefit assessment for our proposal.
BRANDING / EDITORIAL / ILLSTRATION
In the design, I created a brand identity for the printed material design as well as a series of illustration. The brand identity is childlike and playful in order to convey the importance of children education. Every illustration in this brochure explained the plan and the activities we have done. Bright and vivid colors were used to make illustrations childlike and playful.
Situation Analysis In the illustration, our volunteers started from classroom and cooperated with 365 Charity on the first step. And we discussed and worked together on the second step. We conducted a holistic analysis on domestic volunteer service, social context, and two target groups: volunteers from college and the schools in need.
Objective and Strategy In the illustration, we set our goal and started our activities with children. We played and learned together in their hometown. Nowadays, we often “give� to the children, without understanding their real needs and their situation. Therefore, we set two goals: (1) set up a new model of volunteer service in three months; (2) complete this proposal and let it work online. Our strategy was to build the two channels between volunteer and school.
Execution & Benefit Assessment In the illustration, we held guide tour in some local cultural heritage and historical buildings so that children could learn more about their hometown and share with others. After discussion with the school, we came up with this activity to boost children’s confidence and train their verbal expression.In addition, we continued the learning via online distance learning program.
After these campaigns held on ShanShang Junior High School, we collected reviews from children and our volunteers. According to the feedback, we found that our campaign did work. It made children learn more and have confidence to share. And volunteers said it is really a fresh and special experience for them to have children as their guides for the tour.
MAA Media Seminar MAA was a Digital Media seminar for college students. The term “SO LO MO,� short for sociallocal-mobile, is the main topic of the camp. Three geometric figures represent the meaning of SO LO MO, which also form the number 2013. Vivid colors are used to express the progressiveness and innovation in the media. BRANDING / POSTER
LOVE IS “Love Is’’ was a poster for a graduation short film. The film was directed by senior students majoring in radio and television. Photoed by Dietrich Lin, I was in charge of the visual design. The story is about a love triangle involves one boy and two girls. The symbol triangle is a fundamental
POSTER
element used to depict such relationship. The expression in their eyes is the most vital element in this poster to tell of their complicated relationship. Three of them stared at their beloved ones from the points of the triangle.
Couple for seven years
Great partners in workplace
Rival in love
THE SKIN I LIVE IN
CD / ILLUSTRATION
This project was to design the cover of a soundtrack. The Skin I Live In was a 2001 Spanish thriller film, directed by Pedro Almod贸var. The first time I watched this film, it really frightened me and made me contemplate humanity.
Therefore, I decided to design a more powerful identity for this film. The new cover tries to capture the bizarre classic horror movie through the perspective of a mysterious woman. All the elements symbolize the emotion or personality revealed in the film.
Wu Yue Temple This project was to design for my father, the owner of Wu Yue temple, and my granpa, its fortune teller that devoted his whole life to Taoism. Wu Yue Emperors are noble Chinese deities in Taoism. “Mountain� is an important symbol in Wu Yue Temple. There are West, South, Middle, East, and North Emperors in Taoism, guarding five primary mountains in China. I did not follow the traditional way to design our temple of Taoism. Instead,
BRANDING / EDITORIAL / ILLSTRATION
I created the logo with the inspiration of minimalism as the modern interpretation of the local culture. I developed the pattern to decorate the whole design. And the pattern incorporated a common element used in Chinese design. The book was designed with these two intense colors to give off strong impact to the readers.
Kinmen Kaoliang Kinmen Kaoliang is one of the most popular alcohol in Taiwan that it has become a synonym of Kinmen. Many lovers appreciate it for its aroma and taste. My design is to put stress on these features of Kinmen Kaoliang. Further, I tend to highlight the importance of nature and culture of Kinmen on the bottle as well. Thanks to its environment and less human disruption, Kinmen is home to many unique species. However, things changed in recent years. Big corporations
PACKAGING / ILLSTRATION
and merchants want to earn more money by exploiting our natural environment. That is why I intend to combine our famous Kaoliang with the creatures on this land to raise our awareness to protect our land. On the packaging, I did not intend to create something luxurious or noble; instead, I developed delicate illustrations of otters, butterflies, birds, Wind Lion God, Quillwort, and horseshoe crab. All these are symbols of local nature power that safeguard all creatures on this land.