P O RTFO L I O of ALICE CHAN
01 COMMUNICATION DESIGN 04-09
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02 GRAPHIC DESIGN 10-15
03 PHOTOGRAPHY 16-19
04 BRANDING 20-37
05 OTHERS 38-47
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COMMUNICATION DESIGN RED CROSS HUMANITARIAN CENTER CAMPAIGN War issue is nothing new to us. People pretend to show concern to the issue but in fact they are tired for action. Some thinks that the War is too far from us. The main idea focuses on the dark side of the world. It symbolises the dark in third world countries. To deal with it, the first step is to confront it and let the dark expose.
INSIGHT & IDEA Humans have their dark side but not everyone dare to face it. We encourage people to confront it and let the darvk expose.
TONE & MANNER Serious & Distinct
STAGE OUTIINE STAGE 1 STAGE 2 STAGE 3
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AWARENESS
INFORMATION
CALL FOR ACTION
RETENTION
TVC
Offical Website Interactive Billboard Graffiti Stickers
Hunting Event Graffiti Stickers
Hunting Event
TV COMMERCIAL
The TVC aims at arousing attention by questioning the audience. Pointing that every human has dark side,but not willing to face it. It leads the audience to go online and search more information about the whole campaign.
OFFICAL WEBSITE
The website achieves the mass and gives comprehensive information about darkside and the humanitarian education centre.
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HUNTING EVENT There will be a hunting event coming up to call for the audience’s action. Super mini figure will be placed in the corner of the city, which related to the scene of those figures to create a contrast. The event will be announced in both Facebook page and official website calling for public’s action and snapshot to their own social media platform. The hunting event will continue to hold in different district to let people keep searching to create the retention.
GRAFFITI STICKERS The graffiti sticker will be placed in Yau Ma Tei and behind seats of the bus that will pass through the centre. It gives simple information about the centre and guide th readers to visit. Thus, the process involves a call for action and it helps to promote the centre to people around.
INTERACTIVE BILLBOARD The interactive billboard at the long passage inside MTR station draws public’s attention by using the ultraviolet light effect. When they come close to the billboard, light will automatically turn off. At the same time, fluorescent words of child soldier’s soliloquy will reveal due to the turn on of ultraviolet light. It aims at giving information of the centre to the passages.
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LET’s SPA STAMP CARD
Client : Let’s SPA Let’s Spa is a facial and spa shop,which aims to provide an ultimate relaxation in the bustling city. Inspired by the interior design of the shop, opale fabric paper and hot stamp matt white logo is designed for the stamp card to create a subtle and peaceful feeling for customers. 08
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GRAPHIC DESIGN
ADVERTISING PRINCIPLES The design element of symmetry is commonly found in the graphics on a deck of playing cards. When half of the graphic is created, the other half is magically revealed, forming a whole picture. Similarly, advertising has the same effect. It turns half lies into whole truths using persuasive power and aesthetic appeal. Don’t just gamble with this deck of cards, learn something new about this industry and be witty in front of your friends.
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X’MAS DECORATION DESIGN Client : The Masterpiece
Window Sticker Layout
Lobby Entrance Window sticker design
Ornaments Decoration for Christmas Tree
The Masterpiece is an upscale luxury residential property, landmark in Tsim Sha Tsui. It stands as one of the tallest residential buildings in Hong Kong with stunning views of HK Island, Victoria Harbour or Kowloon. To celebrate christmas, silver glittering snow and golden christmas tree is designed for lobby entrance window sticker.
Christmas is all about sharing memorable moments with loved ones. In order to highlight the magnificent hall, silver sparkling christmas ornaments such as crystal balls, silver snowflakes ,gift boxes, etc. are being used for decorating the Christmas tree in the lobby. Guest will create cherished memories with merry Christmas atmosphere.
It wouldn’t be Christmas without snow! Snow gives people a feeling of elegance,it represent the honorable status of the guest living in The Masterpiece.
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PHOTOGRAPHY
STUDIO SHOOTING FOR COCA COLA Product shooting for Coca Cola aims at presenting a bottle of tempting Coca Cola. 16
DAILY COLLECTION
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BRANDING
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WATSON’s WATER PLUS+ ONLINE BRANDING Client : Watson’s Water Plus+
Watson’s Water Plus+ want to promote the new lemon flavour water drink, which tastes a bit sour and sweet with fresh sensation.
LEMON YOUR LIFE. The idea connects the sour and sweet taste with life. Life may sometimes be dull and full of difficulties, but your mind defines your realm ! Watson’s Lemon Drink water is the one which relieves your stress and gives your support.
TEASER POST 如果連白姚妺都要食檸檬~ 到底會係邊個? #桃妺戀情大公開 #sayyestolemon #食檸檬有咩好怕 #低糖低卡路里 #無添加
TEASER POST: GIF 靜靜雞話你知 ! 原來Watson’s Water Plus+有新成員 檸檬果味水，岩曬追求清新又想有少少 味道嘅你。 各大7-Eleven有得賣喇！黎緊仲會有 驚喜！記得密切留意呢個page！ #新登場 #低糖低卡路里 #無添加 #WatsonsWaterPlus GIF Movement 22
ANNOUNCEMENT POST : engagement game 《清新360尋檸記》有獎遊戲 新口味Watsons Water Plus+ 檸檬果味 水登場! 傳說檸檬係天上嘅禮物，有一 日佢無意中落入凡間， 依家要靠你哋 幫手搵齊咁多粒檸檬啦! 玩遊戲即有機會得到Watson’s Water Plus+ 檸檬果味水一箱(24枝)! 遊戲玩法:
1. 從《清新360尋檸記》中找出檸檬嘅正確 數目，記住係包括「所有」檸檬呀！ 2. 留言「我搵到___隻檸檬，我想同 @朋友 1 @朋友2 分享Watson’s Water Plus+ 檸 檬果味水！」 3. 符合要求又答啱問題嘅首10位參加 者即可有機會獲獎! (得獎名額:10名)
ROURINE POSTS - selected work Routine posts are designed with the concept of lemon life. Life tastes like lemon.It may sometimes be dull and full of difficulties, but a little twist in mind makes things different. Watson’s Lemon Drink water bring love and support to daily life. A logo composed by the talking bubble with the messge ‘‘ Lemon Life ’’, self-deorecating the bad situation, sparkled the happiness.
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MANNINGS ONLINE BRANDING Client : Mannings Mannings is one of the biggest personal health and beauty retailer in Hong Kong. We are happy to work out several heartwarming project with Mannings throughout the year. 1
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I was in charge for digital posts creations, including both copy writing and visual development, as well as manage to communicate with client.
Copy Writing Mannings usually provides some seasonal on sale products promotions. For example, GNC, beauty, household and baby products. Creativity are presented in headlines and post content. Selected work are shown.
Headline Copy 1. 至 FRESH 由頭開始 2. 轉季護膚無難度！ 3. 耀眼牙齒萬人迷 4. 燃脂良伴 5. 修護每根髮絲 6. 陽光？有咩好驚喎！ 7. 牙齦出血? NO WAY !! 8. Keep 住健步如飛 Content Copy: 9.【辦公室護膚之道？OL必知的凍齡秘密】 日日係 office 涼冷氣、壓力又大;仲要夜瞓，隨時 變乾妹妹！！點算好？即睇Cosmopolitan教你嘅 凍齡大法～ 10
#美容雜誌介紹 #真正護膚 #暗啞肌byebye #踢走黑眼圈 #肌底補濕
10.【淨係搽面霜邊夠㗎】
女孩：「我有萬用面霜一瓶走天下！」 肌底營養師－精華 bb 話你知；淨係搽面霜唔夠 㗎！面霜作用就好似屏障將肌膚嘅營養鎖住，所 以首先要用精華幫肌膚底層補充營養；面霜先可 以發揮全面功效！ FAITH IN FACE深層保濕精華,有多種保濕因子即
時滲透補水，令肌膚水嫩～水嫩～ #精華 #分子革命 #真正護膚 # 深層保濕
11. 要煮出好味嘅野食,鍋具緊係唔少得!
萬寧幫你將北歐「煮」意帶返屋企! 不同性格的女生適合不同款式的鍋具，不知道你 屬於哪一類型呢? 快啲click入條link 睇下啦！
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#萬寧#廚具工房 #DANSK 25
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MANNCARD POST
Mannings want to promote MannCard Day which customers will enjoy an extra 5 % discount on the 10th of every month. Also, Mann card bonus point promotion informing customers with the latest points redemption’s details. Therefore, vivid colors and celebration’s elements are used for MannCard posts delivering happy and tempting promotion.
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MASK CAMPAIGN Mannings offers comprehensive range of pharmacies, healthcare, personal care, skin care and baby products. One of the top selling products is mask. Mask campaign is a bimonthly project, let public learn more about beauty tips and promote Mannings’s latest skin care products. Different themes will be set according to the seasonal beauty product trend, such as Japanese mask, Play mask, Mask Tips and Serum campaign. Share beauty tips with girls and help them to become more beautiful. 29
DESIGN ANNUAL SHOW 2016 EXHIBITION FINAL YEAR PROJECT HK EXPRESS is a local low cost airline. Comprehensive studies suggested that criticisms are generated in public on young adults; Some even stereotyped youth as ‘Wasted youth’. In order to pormote HK Express, the communication strategy is by encouraging young adult reach out to the world of determination.
HK EXPRESS CAMPAIGN 「飛走但係」 RESEARCHES & INSIGHTS Both first and second hand research had been applied for having deeper understanding of the target market. 7 themes had been set from Literature review and documentary analysis for widening the scope of research. The themes include the age, activities, the perception of youth and the society, dreams, problems they faced and inspiration. 3 sets of focus groups and Face-to-face interview has been launched. Participants who are Hong Kong tertiary students aged 18 to 24, are randomly selected from different disciplines. It aims to explore teenager’s attitudes, aspirations and satisfaction also investigate their opinions towards social identity. The insights are as followed.
‘ We have our own opinion, BUT sometimes oversimplified issues! ’
‘ We want to explore the world, BUT lack of money.’
‘ We have dreams, BUT lack planning ! ’ The researches suggested that young adults in 21st century have own opinion towards issues and most of them are rational. Though they have dreams and want to explore the world, but the restriction such as difficulties faced in reality, lack of money and companions may lead them eventually give up on their dreams. Most of restrictions will turn into excuses by young adults for not trying or start planning. Thus, lots of criticisms are generated in society.
COMMUNICATION STRATEGY GET Hong Kong youth adult aged 18- 25 who are full of thoughts,looking for adventures TO
arouse their resonance of the youth identity and connect to HK EXPRESS
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telling them to leap their thoughts and reach out to the world with determination, through the empowerment of HK Express’s various budget air tickets.
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其實我都好想好似宋智孝咁瘦，但係我唔想做運動！ 飛走但係 實現所想的先決就是行動！
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其實我都好想同你地去飲野，但係我男朋友唔比！ 飛走但係 實現所想的先決就是行動！
CAMPAIGN FLOW / STAGES 1-4 STAGE 1 AWARENESS ‘飛走但係’ ONLINE VIDEO & PRINT AD The online video will be broadcasted in youtube and Facebook. For the visual, the video applied graphic style of several young adults self mumbling about their excuses. The video connects young adults daily excuses so as to arouse their resonance of the youth identity and bring along the message of stop telling excuses. The Print Advertisement illustrated young adults having comfortable postures, dressing with imaginative pattern. At the bottom right hand corner, there is a copy‘實現所想的先決就 是行動! ’. The poster delivers the Message ‘the inner thoughts of young adults are precious, but without action, the idea will not come true!’. The important factor of achieving what you want is action!
其實我都好想準時，但係我起唔到身！ 飛走但係 實現所想的先決就是行動!
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ONLINE VIDEO
STAGE 2 INFORMATION / EXPRESS NEWS Facebook page named ‘Express News’ will be set up. It features... 1/ traveling tips 2/ budget air tickets and destination 3/ online game details and regulations On May 26th, there will be a post on facebook promoting the online challenging game. Public can grasp free air tickets within 24 hours on time, such as 10 o’clock, 11 o’clock…through social media like facebook and instagram.
STAGE 3 CALL FOR ACTION / Online challenging game # 飛走但係之旅 The online challenging game consists of 2 countdown sessions. For first countdown session,free air tickets will be give out in pop up youtube and instagram advertisement within 3s.The gift urging viewers to take instant action! Successful participants’s facebook icon will turn into purple and they will have to make their decision within 24 hours. The second 24 hours countdown creates a buffer time for public noise and consideration. The massive game posts and purple profile created will generate public noise. The 24 hours countdown showing the time remaining on the FB , Ig post urging participants to go for the trip with determination and arousingpublic discussion.
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MESSAGE REMINDER / CLICK走但係！
STAGE 4 RETENTION / 唔講但係之旅
For successful ticket winners who decide to go for the trip, pop up messages delivering common excuses, such as my girlfriend do not have vacation holiday, I haven’t prepared anything for the travel will be shown. Participant have to click away the excuses so as to get the ticket. The action strengthens the determination.
Posting ig & fb message saying sorry for people who do not have the chance to gain free air tickets. Telling the message ‘hesitation is the barrier to achievement!’
At the same time, for those who give up the free air tickets. They have to click away the teasing message in order to give up the prize. Thus, arousing participants resonance and completing the message of stop saying excuses.
Creating a social group named ‘唔講但係之旅’ on the website and App. Crossover with online travel agency ‘Agoda’. Participants will enjoy a 5% off on the air ticket upon calling off the free cancellation on accommodation.
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OTHERS
WEBSITE & FACEBOOK BANNER DESIGN Client : Magical Moment Marvellous and full of happiness, Magical Moment is a local party event organisation providing comprehensive birthday party service, including magic show, balloon arrangement and bullet bed service. The facebook banner is composed by colorful floating balloons, sparking magical dust and adorable illustrations. Representing a joyful moment for exclusive client. For the website, it’s all about cheerful party memories. Main color tiffany blue and white, clean and intuitive UI design are used to create a decent and user friendly experience for families and friends. Have Fun!
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Home Page
Service Page
Contact Page
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MEBEAUTY An online media platform for women. All discoverable topics related to beauty, on-trend, lifestyle and sisterhood, testing all the possibilities of women. I was in charged for graphic design,art direction & video editing. 1. Newsletter, EDM 2. Valentine’s Day post 3. ‘‘The reason behind shopping’’ video MeBeauty Platform link: www.facebook.com/mettabeauty.hk/ 41
NEWSLETTER DESIGN
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VALENTINE’s DAY POST
【 人總需要勇敢生存？即學打造「虛擬情人」】 倒數兩日情人節，仲未有情人，就要激發生存本能，無情人都唔使左手拖右手！ 哈！ 冇錯！就係一個人都可以霸氣過情人節，仲可以高調放閃添！仲唔快啲去片學嘢？ #TAG你嘅單身閨蜜 #單身不可恥 #純搞笑 43
ONLINE VIDEO / ‘‘THE REASON BEHIND SHOPPING’’ 【 買嘢，有原因？】 買嘢，可以有千萬個理由。係理由，定係藉口？ Faye同Happy今次一齊告白買嘢真正原因， 可能…你同佢哋一樣，係「病態斬手黨」！ 想知道地球之友社區舊衣回收箱位置， 捐衫畀有需要嘅人？
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Click以下網址啦：https://goo.gl/so97eu
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VIDEO SHOOTING
A collaboration with local product designer, Jeffrey Leung presenting the core concept of product design. In order to achieve impressive design, one has to demolish the ordinary and restructure new ideas.
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THANKS FOR VIEWING