A
Z
I AM
EDUCATION
HI THERE! My name is Ahmad Zulkiflie from sunny Singapore. I am a second year student studying DESIGN FOR INDUSTRY at Northumbria University. Currently I am looking for a placement starting from March 2015.
2004 - 2007
SAINT ANDREW’S SECONDARY SCHOOL (GCE O’LEVELS)
2008 - 2008
NANYANG ACADEMY OF FINE ARTS (PART TIME PHOTOGRAPHY)
2008 - 2011
NANYANG POLYTECHNIC (DIPLOMA IN MECHATRONIC ENGINEERING)
SINCE 2013
NORTHUMBRIA UNIVERSITY BA (DESIGN FOR INDUSTRY)
EXPERIENCE 2010 - 2011
CHOCOLATE RESEARCH FACILITY (SALES ASSISTANT)
2011 - 2013
SINGAPORE ARMED FORCES (TRANSPORT SUPERVISOR - 3RD SARGEANT)
2013 - 2013
ABERCROMBIE & FITCH (OVERNIGHT ASSOCIATE)
EXPERTISE LANGUAGES
SOFTWARES
ENGLISH (NATIVE) MALAY (NATIVE) MANDARIN (BASIC) GERMAN (BASIC)
01 LEXUS DESIGN AWARDS Time Machine is a watch that mimics the brain’s perception of time slowing down or speeding up during certain activities that we like or depise, the sense of time that we all have unknowingly. Most, if not everyone would like to slow down time to enjoy certain activities, and speed up the time during the activities we dislike. This project is submitted to the Lexus Design Awards competition.
TASK
IDEA
Senses are intrinsic to life: they are what allow us to perceive the world. Taking this purposefully broad theme, considering seeing, hearing, feeling, smelling and tasting, we open ourselves up to a wide range of possibilities.
My proposed idea was that the user will be able to have more control on the experience of the activities that they are doing. How our brains work, when we are enjoying something, we focus more on the activities then on time but when we are doing mundane or boring activities, we put less focus on the activities and tend to time watch.
I decided to look into the brain’s perception of time, sense of time.
HOW IT WORKS? Press to speed up time. Press again to revert back to normal time. Press to slow down time. TM FEATURES Movement Case diameter Thickness Case material Bracelet Front glass
: Swiss Ronda 585 3H : 42mm with crown : 15mm : PVD Coated 316L Steel Casing : Genuine Leather Strap : Sapphire Crystal Glass
Time Machine How to change your perception of time
3:55
11:53
+
hour
6:30
=
minutes
hours & minutes
02 DESIGN INNOVATION PLASTICS PEEK trucks are environmental friendly, long lasting and sustainable skateboard trucks. Using Polyetheretherkentone (PEEK), and an aluminium alloy plating, this reduces the metal waste when the trucks are used to the bone. With this concept, skaters need not, change the trucks, but only need to change the aluminium plating. A sustainable concept which suits the skateboarding ideology. This project is submitted to the Design Innovation Plastics competition.
PROBLEM
SOLUTION
Skateboard trucks often are used till it leaves many indentation marks and eats up the metal. This would require the user to change the trucks, and disposing the old trucks. Skateboard brands have been looking into sustainable sources to make and produce the skateboards.
Many modes of transportation has looked into plastics as a for of replacing metal as a sustainable material. By changing the trucks to plastic, it makes it lighter and easier to get hang time. An aluminium plating incorporated to create a smooth surface for grind tricks, this reduced the amount of metal used and disposed.
Overall dimension: Material proposed: Method of making:
130mm (L) x 60mm (W) x 60mm (H) POLYETHERETHERKETONE (PEEK) Injection Molding
Advantages
Disadvantages
Strong & stiff plastic High chemical resistance Good mechanical properties at elevated temperatures Resistant to hot temperature
High cost Anisotropic Needs high temperatures to process
TRUE R6.50 TRUE R13
4.21
R9
130
8
3
120
9.17
50
120
UNLESS OTHERWISE SPECIFIED: DIMENSIONS ARE IN MILLIMETERS SURFACE FINISH: TOLERANCES: LINEAR: ANGULAR:
FINISH:
±0.005mm NAME
SIGNATURE
MATTE FINISH DATE
REVISION
SKATEBOARD HANGER WITH PLATING
CHK'D APPV'D MFG
All drawings were made in Solidworks
DO NOT SCALE DRAWING
TITLE:
DRAWN
Q.A
DEBUR AND BREAK SHARP EDGES
MATERIAL:
WEIGHT:
DWG NO.
SCALE:1:1
DRAWING 003 SHEET 1 OF 1
A3
03 SHINE As a team we looked into enhancing the user experience of the Metro. Using a near future technology called Li-Fi, a wireless data transfer technology to create a simpler experience for users. This idea grew upon the knowledge that many users are likely to have an LED source on them. We wanted to manipulate this to create with our idea through means of an application.
TICKET SGL - TUES 6 JAN 2015 Manors Metro 13:44 14:27 South Shields OTHER DETAILS Passengers Class Total price Purchased
1 Adult Standard ÂŁ1.53 Tues 6 Jan 2015 13:41
PURCHASE
SCAN FOR VIDEO
04 NON-LITERAL FORMS I was to design a non-literal product, i.e. a product that has no prescribed function, but which consciously manipulates how an electronic, personal domestic or business product could be perceived. The semantic should be appropriate to be mass manufactured, a small-scale product.
IDEATION
Concept 1
Concept 2
Futuristic objects inspired concept 1. The ridges and slots were design to make it look more industrial and more electronic. It has a very robust look due to not having curves. Concept 1 was also inspired by the method of holding guns, and how people would interact with them. It has two components, a U-shape and a D-shape. Both of which can be combined together to give a very robust and industrial look.
Concept 2 is slightly more interactive than concept 1. With three parts, it allows the user to combine it, using more than two moves. Cylinders inspired concept 2. It has a more user friendlier shape compared to concept 1. Concept 2 has a slight organic shape, but still has that futuristic feel to it by all the details. It also has a simpler shape to be mass-produced compared to concept 1.
FINAL MODEL 360째 VIEW
VISUAL ELEMENTS
User Interacting with Interaction elements.
05 BRAND NARRATIVE & PURPOSE Under the tutelage of Xanobia, I was taught how to create a brand with values and to not only look at the products. The increasing importance to consumers and value to brands is the power of genuine and meaningful purpose in building a brand story that people believe in. Something that looks way beyond superficial cause marketing. Something deep within the heart of a brand. This was a pro bono project.
WHAT DEFINES Ü Fun
y r a in
d
or a r t
Ex
Celebr ating comm a unity of indivi duals!
g
in lift
Up
WHAT Ü BELIEVES IN
he t te a i c e r nt p e p m A n o i mo s es r p x e f Sel
There’s an artist in everyone
WHAT Ü STANDS FOR
Conf ormi ty Supp ressio n Cont empt
WHAT Ü IS AGAINST
06 PACKAGING & BRANDING I was to create a brand logo which was to be applied to office materials, advertising banners and simulars to have an impression of the logo designed. I was also tasked to develop a look and feel for the packaging of the pasta with a premium feel. This was a pro bono project.
FOOD PACKAGING
BRANDING IDENTITY
07 SKETCHING Sketching is one of the designers’ tool to show clients the ideas and visions are in their head. Whenever a new design project comes along, I’d get out my sketchbook, hunt for the perfect pen, and go through the motions of sketching. The result was usually one partially drawn sketch and then countless hours on the computer refining that one idea.
08 MODEL MAKING I have strong interests in making things and using my hands to create something beautiful and purposeful. This enables me to work out and visualise my ideas in 3D before committing to a design. This also gives clients to gain an instant 3D overview of an idea and understand the design intent.
09 PHOTOGRAPHY Photography is my mean of communicating my thought through imagery. I still shoot in film because it allows me to fine tune into the details just before I capture an image. By using film, I tend to look more objectively at my images before I capture them. I started my photography journey with film, and have learnt to embrace the beauty that is within film. I also do digital portraits. More works can be found on flickr.com/ahmad-amirul
THANK YOU FOR YOUR CONSIDERATION Feel free to contact me under Email: amirul.zulkiflie@northumbria.ac.uk ahmadmrlbhrz@gmail.com Mobile: +44 7543 68 2955 Address: 14 Warton Terrace Newcastle Upon Tyne, UK NE6 5LR