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PORTFOLIO HAOMIN LI
RESUME EDUCATION 2011.09-2013.07 Zhengzhou University of Light Industry
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BA Industrial Design 2013.07-2015.07 Edinburgh Napier University
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BA Product Design 2015.09-2016.12 The University of Leeds MA Advertising and Design
WORK EXPERIENCE 2014.07-2014.09 Assistant at Ecommerce Departmentat Henan Zhongyuan Railway Tourism Group.
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2014.07-2016.12 Design Director Mark Vision Advertising Agency. 2017.01-2018.05 Product Design Project Tutor Art First Education Agency 2018.03Visual Communication Programme Tutor Henan University of Animal Husbandry and Economy
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CONTACT Phone: +(86)18703649066. Date of Birth: 1992.01.18
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Address: 1-1-1702, Zhongyuan Wanda, Zhengzhou, Henan, China. Email: haominli0118@126.com Vimeo account: Haomin Li Candice https://vimeo.com/user27665894
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FOURTY
BRAND PROMOTION I have been given one ‘heavenly virtues’ --’GLORAY’ and its opposite ‘vice’ --’SACRIFICE’ along with a product or service from Visual commnunication module. It is required to create two visual campaigns that promote the benefits of the product or service by employing both the selected virtue and it’s opposite vice as two alternative creative campaign proposals, the challenge being to create a positive response in the target audience from two completely opposite concepts or emotions. Essentially the ‘virtue’ and ‘vice’ will act as two alternative creative campaign proposals. I selected an existing Brand the L’Oreal to promote.
L’OREAL MEN’S EXPERT It was first introduced in April 2005 for the US market. It was the first wide-ranging line of men’s anti-aging products which consist of eight skincare products, they positioned themselves as a masstige product (Mass-produced good, but marketed a luxurious or prestigious). As Carol Hamilton, L’Oreal’s president and general manager said: “Men’s Expert is a comprehensive male-focused line from the L’Oreal labs. It’s not just about aftershave balm; it’s about total skin care. This is a new generation of skin care designed specifically for men.” (DrugResearcher. com, 2005) L’Oreal Brand Values: • Passion • Entrepreneurial spirit • Responsibility • Quest for excellence
TARGET AUDIENCE Men, aged 20-35 Personalities • Love to embrace their masculinity • 52% believe that you need to be well groomed to get a job. • 78% think it’s very important to maintain a good appearance. Shopping Habits • 62% of men use social media to compare products • 52% of young dads (25-40) are influenced by banners and digital ads • 68% of male owner are likely to make purchases because of the mobile ads.
PROBLEM EVALUATION L’Oréal is currently using celebrity endorsements; where they are positioned as anti-aging skincare grooming products. So they are targeting men who want to look their best shape. However, this in a way, has created a barrier for the consumers as celebrities are not as approachable as normal people. They are untouchable. Therefore, to resonate better with our consumers we were looking for a way to create our own “celebrity” which should be more approachable by our target audience. This will enable us to talk to our audience in a language that they can understand and relate to.
CREATIVE STRATEGY #EverydayHero • Since L’Oréal tend to use the celebrities as their strategy, they already have a unique style that everyone is familiar with, in that we are following L’Oréal’s footstep. The two main elements that we tend to change are the subject and the tagline. • “Approachable” is the main concept of our new strategy. L’Oréal, is a French word (Auréale) that means halo/light. Celebrities have a halo as people see them heroes. So we decided to give our subjects a halo. The aspect of choosing normal people from everyday life will already make them approachable. By everyday hero we mean people like fire fighters, doctors, athletes or even fathers and so on.
IDEA DEVELOPMENT GREED – GLORY – SPRINTER For the “Glory”, we choose a Sprinter as the main figure. They are unstoppable, always on the run chasing their dreams and always want to win no matter what. His appearance show that he has a strong “gaze” that suggests determination, a clean shaved look, and a posture that shows that he is ready to start the race waiting on the starting line.
CHARITY – SACRIFICE – SURGEON The “Sacrifice” concept fits perfectly with the Surgeon. They are consistently sacrificing their time and energy saving lives. They cannot afford to be tired or to make any mistakes. He must have a scruffy beard and moustache to give the impression that he doesn’t have time to shave.
FINAL EXECUTION THE LAYOUT • Black & white Images to keep the consistency of the brand. Using the “gaze”, the model’s eye looking directly to the reader; to talk and engage the audience. B&W Images also helps dramatize the effect. • Tagline: REPEAT. The tagline words are chosen carefully to have an impact on the audience and to make it memorable. We are keeping the word ‘REPEAT’ to create consistency while changing the other two words regarding the subject. This word also links back to the product promoted as it has a 24-hydration feature. • Body-copy The body-copy contains the surgeon’s story and his
accomplishments/records to keep it real. It ends with a question “What makes him a real hero?” which shows that the real hero is the product in an indirect way. •Product image The perfect L’Oreal product for the surgeon is the Hydra Energetic which is an anti-fatigue that fights tiredness. • Hashtag #REALHERO and the website link for more information about our campaign. • Logo L’Oreal Men Expert at bottom right corner
Online ads in different platforms
CREATIVE STRATEGY BE THE NEXT #REALHERO The campaign starts by raising awareness with Print Ad: posters and banners in different transportation stations. After some time when the series of #REALHERO print ads are more familiar amongst our audience, we will introduce the THE NEXT #REALHERO campaign. It will be a user generated content campaign that aims to engage more people with the campaign and the products. The idea is to ask people to share their partner, family or friends story as well as photos and upload them through social media using the hashtag #REALHERO, and win the opportunity to be featured as the next L’Oreal Men Experts in the next ad alongside a big prize. The most important media for the campaign is the microsite, as the main hub for other medium. The integrated campaign steps: • The campaign will be first introduced through L’Oreal Men Expert official accounts in several social media such as Facebook, Twitter, Instagram, Youtube ads, etc. It will provide more information about the campaign, how it works, how to participate, and the most important thing is the microsite address. If the participants want to know more about the campaign, the microsite will be the main source of information.
Integrated Campaign Print Ad (Call of Action)
• The participants will upload the photo of their “real hero” in action using the hashtag #REALHERO all over the social media • After they uploaded the photo, its automatically uploaded to the microsite because of the hashtag. Then the participants are able to view their photos on the microsite and get a ‘share link’ to pass it to their friends. The participant will invite their friends or family to “like” their photo, and then become the next potential participant. • Between December 12, 2015 and December 18, 2015, the L’Oreal judging panel will determine 50 winners. The 50 winners list will be posted on our Facebook page. They will be chosen according to the most ‘likes’ an image will get. A pole, afterwards will take place where you and your friends will chose the 10 final winners.
Facebook Youtube
BRAND CAMPAIGN • From there the L’Oreal team panel will chose the lucky 1st winner. In the case of a tie, the entry with the most “inspiring” story will be deemed the winner. Entries not selected as a finalist on a given day will be winning a goodie box from L’Oreal Men Expert. PRIZES: Three (3) Grand Prizes: 1. One (1) Grand Prize Winner: A weekend trip to Paris for two, with two UEFA Euro tickets to the opening ceremony 2016, more information. Plus he will get the chance to visit our main L’Oreal branch in Paris to have a photo shoot so that his story could be featured in our next print ad. 2. Two (2) the other 9 winners: will get a big goodie box of our most famous products of L’Oreal Men Expert. 3. Three (3) 100 will be selected randomly and given a voucher of £10 to spend on any L’Oreal Men Expert product.
MEDIA APPLICATION
Goodie Box for the 10 winners
Ads in Transportaion - Train Station, Bus Station, Gym, and as a Street Poster
PERSUASIVE ADVERTISING ALEXANDER TECHNIQUE F.M. Alexander (1869-1955) was an Australian actor who discovered a solution to moving with greater ease on his own experience. Alexander Technique is a method of learning how to release harmful tension and perform all your activities with greater ease. Through Alexander Technique: - Move in a more comfortable way - 'Un-learn' bad postural habits - Providing more energy by reducing effort “Good use of the self� - Gets at the root cause
TARGET AUDIENCE Baby Boomers, 50-69 years old, Here are some facts found through research about the target audience. Through the research about the audience, certain insights were found, and developed furthermore as an opportunity to create a strategy and different concepts. There were 5 facts that defined the target audience, which are: 1. Well-being 2. Person-centered 3. Trust 4. Be in control 5. Vulnerability
CREATIVE STRATEGY The main insight of the target audience that was chosen is being healthy. At the end of the day this is what really matters. What does that mean? It means living a healthy life, being satisfied and being truly happy. To link that with our product, we had to chose its the core benefit which is having light steps by saving energy, lifting 30% weight off of one's foot. The reason why we linked being happy steps and light movements goes back to the brief where we had to promote Alexander Technique with walking well. In order to walk well one has to have a healthy feet. Therefore, the idea of Happy Feet was generated. Which also led to the development of movie motives strategy, as happy feet is a well-known movie.
IDEA DEVELOPMENT 1. HAPPY FEET This idea was developed by linking the concept of happiness and walking together with movie titles. A list of movies was chosen; with the word happy/happiness in them. The idea is to link happy feet with Alexander technique, using movie posters style from the 50s and 60s, the era that baby boomers grew up in. That grabs their attention as we are creating an emotional/nostalgic feel. We want to give a theatrical feel, and to make it more playful and memorable we decided to use rhyming when writing the copy. Once the reader goes through the text he/she will realize that this is not a movie poster.
2. A WALK TO REMEMBER The same concept and idea was applied to the movie ‘A walk to remember’. In this poster, a slightly different approach was considered where we played more with the movie posters elements and included phrases like 'directed by you' and 'produced by'. The happy feet was chosen over this one because it appeared to be more successful and more engaging than this one.
COPY DEVELOPMENT Short Copy - Happy Feet starring you and Alexander - A WALK TO REMEMBER directed by you, produced by Alexander Technique
Long Copy In world where you can actually practice both the mental and physical manifestations of happiness. Create an effortless walking journey and enjoy every single step feeling supple, light and free. It’s the little things that bring happiness.
Conversational Copy - "An adventurous story about putting a smile in every mile" - " A true story about an inspiring Journey"
Concept 1：Happy Feet
1st copy the first
Concept 2: A Walk to Remember poster copy which was later on developed more.
IDEA DEVELOPMENT
Intitial Concepts
3. STAR WARS As Star Wars is an iconic movie, research have shown baby boomers are nostalgic about it as the first version of it was released in 1977 where they were teenagers, so Star wars resonates with their generation. So this movie will be hijacked in order to promote our product, since the new movie is coming up soon called “the force Awakens”.
COPY DEVELOPMENT - Control your force, you must - Become a walking master, you must Discover the authentic way of walking which will help you to save your energy
FINAL CONCEPT Strategy 1: HIJACKING Final Concepts
THE Copy - May the force be with your step - Become a walking master, you must Avoid the dark side, learn a Jedi walking trick and lighten your steps. A technique that helps to awaken your inner force by saving 30% off of your energy Learn more Alexander Technique *** This poster was generated by using star wars background and their font which will already give the movie feel. To be more playful we used ‘Yoda’ language style which an iconic character from Star wars. In the body copy we used words like force, awaken, light, Jedi .. etc to refer back to the movie. But we also tried to make it simple by mentioning the benefit and our product. The poster is concluded by the call to action: learn more. Followed by the Alexander Technique logo and website to direct the target audience.
FINAL CONCEPT Strategy 2: Movie Motives HAPPY FEET Baby boomers witnessed the born of entertainment industry. They grew up and had a major influence from it. They did not just grow with it, but had history and made a strong emotional connection with a lot of movies and television as well. It is not just about the entertainment, it is a fundamental part of their history and it contributed to who they are today. “Baby boomers report that today when they have movie night with that special someone, they often get a DVD that reflects some moment in time, or something they want to share about the
movie they watch” (Bava, 2015). This fact can help us in getting baby boomers’ attention by designing our poster to look like a 50’s-60’s movie poster. and tapping onto nostalgia that the poster will be creating. By doing that, we speak their language and will have their attention for at least a couple of seconds, giving them an opportunity to read the whole copy.
Short Copy Happy Feet with Alexander technique
Long Copy “Amazing!! Definitely recommend it” Old tired soles need Happy Feet. Yours too deserve a treat. Put a smile on every mile & make your walks worth a while. By lifting 30% weight off of your feet, you will raise your energy to its peak. Feed your sole and get happy feet by using Alexander technique.
Conversational Copy An absolute must-try technique. That puts your energy to its peak. A hugely enjoyable treat. You too can get happy fee.
RSA MAKING IT INCLUSIVE PROJECT BRIEF Design a way to enable more people to enjoy the benefits of making. Making is what makes us human. This brief asks to think about how the benefits of making could be opened up to more people in the UK. So I establish a website cooperating with amazon.com to encourage and teach people to make amazing things with box and their children. It shows lots of possibilities we could make with the box, the box is a good fun of making things by hands. amazon.box build a connection between local makers and buyer. It can be find how to use your hands to create. It is not just making the boxes, the websites shows the gateway of using hands.
PROBLEM In 2011, the UK produced 11 million tonnes of packaging waste, yet companies still sell packaged goods.
comparing price. - They would check direct email everyday. - They regard children’s mental and physical health as important.
STRATEGY We encourage children to enjoy the benefits of making by hand. Design is a way that enables more children to have creative thinking. The process of making would be treasure of family memories. We think inside the box. Our website offers a service to teach children how to make amazing things with box by hand. However, we also think outside the box with bigger ideas, we make this website a gateway to bring more creative to children! Besides, the website enables people to make the full use of the box. 5 tips for the benefits of recycling box. 1. It builds abilities of creative thinking and making. 2. It is eco-friendly. 3. It could save space and money. 4. It could create memories for families. 5. It would help children rediscover the world.
step1 log in check out page
Amazon.com sends out 35 delivery boxes every second, which means there are around 90 million boxes sent to homes in the UK every month. There are only 30% of them getting recycled.
RESEARCH INSIGHTS - Children love to play with boxes. - Starting with the simple box, once a child experience the joy of creating by hand, it will stay with them forever. - World without the making equals to the world without the creation. - There are so many possibilities, with boxes you can make fun things by hand. - Children are the most creative audience among all generation. - Material of box is safe, almost free and easy to use.
TARGET AUDIENCE Families with young children. Parents age 25-40. Children age from 5-16 years old. - They are willing to use tablet and phone rather than shop in store. - They are more interested in the safe suppliers. - They do not want to spend much time shopping and
Video:https://vimeo.com/166359463
Iw antto upload No, thank you
step2 chooseto uoload your image
upload
step3
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uoloadyour image
chooseyourgift
EDCOM ADBLOCK KILLS QUALITY
EXECUTION
To create a communication campaign to inform the public of the critical role played by advertising in funding the provision of the free high quality, online content and services.
INSIGHT More and more people take free online content for granted. According to the research, less than half of UK adults know that ads pay for free content online. However, more than a fifth of UK adults have downloaded ad-blocking software. By another report from PageFair, UK ad-blocking grew by 82% to reach 12million active users in 12 months up to June 2015. Our challenge is that most people do not know ads pay for quality.
STRATEGY We choose to show our target audience the results of blocking ads directly while they are watching videos on YouTube. Without ads funding the website, then there is no assurance of quality, which means, no ads, no quality. They still can watch the most popular TV plays on YouTube, such as Sherlock and Downton Abbey, but acted by ordinary people with poor quality. It is like a joke to them.
FINAL EXECUTION DOWNTON ABBEY By acting one of the famous scenes in Downton Abbey roughly, we would like to show the poor quality of film made by amateurs. SHERLOCK We also use handwritten paper instead of subtitle in one scene of ’Sherlock’, we present the poor quality of film acted by amateurs.
SHERLOCK
DOWNTOWN ABBEY
Video: https://vimeo.com/166359652
FOURTY WINKS’ CHAIR People spend about one-third of their lives asleep at night. The chairs in an office provide a tool and play a role in modern life. People should facilitate the habit of having a siesta in the workplace in the afternoon rest time. A 20- to 30- minute sleep may be the ideal napping period. The initial concept of this chair is that it provides a place that facilitates work, but more importantly, comfortable, ergonomic surfaces that can be used for short naps. ‘Fourty Winks’ has many functions, including storage and safety for private belongings, supporting of your body after you fall asleep and chatting around the chair.
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‘FOURTY WINKS’ is not only ONE-PIECE Moulding, but also is a ergonomic concept which will be produced to product demand. Bent Ply is beautiful, strong, and flexible in ways that make its appeal to designers obvious, but making bent-ply furniture can be a real challenge. While many pieces simply cannot be made without gigantic industrial molds (which apply heat and steam to make the wood flex during bending), and use special glues that can only be cured in the machines, smaller Bent Ply furniture can be made in a regular wood shop without much more than a band saw, table saw, and a bunch of good clamps. From the feedback, I got the seat space it not enough to sleep, so I change the seat space at the final CAD model. And several people said it would be better if there has a cushion. Two user explain they need a space to supporting their hands. Nect Supporting
About Price, they thought under 150 pounds is reasonable. ‘FOURTY WINKS’ is a ergonomic concept which will be produced to product demand. Bent Ply is beautiful, strong, and flexible in ways that make its appeal to designers obvious, but making bent-ply furniture can be a real challenge. While many pieces simply cannot be made without gigantic industrial molds (which apply heat and steam to make the wood flex during bending), and use special glues that can only be cured in the machines, smaller Bent Ply furniture can be made in a regular wood shop without much more than a band saw, table saw, and a bunch of good clamps.
Video：https://vimeo.com/126582243
Arm Rail
Drawer
Hanger
Hand Supporting
MOTOR HOME Market Research is big business. Companies hugely value the information gathered from varied demographics, but this can be a challenge, especially in rural Scotland. The majority of market research undertaken in Scotland is limited to the central belt because of the logistical constraints of providing a private space to conduct said research. This work is usually undertaken in hotel conference suites, which is easy in Glasgow or Edinburgh, but not so easy in rural areas. Hiring large conference suites for small scale studies is also costly and wasteful.
PROJECT BRIEF Design of an innovative solution for the gathering of market research data in remote areas. The project will require the customisation of a mobile vehicle to fulfil the physical and social requirements of data collection from the public, considering the practical, emotional, aesthetic and brand requirements this raises.
CAD RENDERING
DETAILS Shower head Shower head Wash sink Basic storage Toilet
SCARED CUBE
MODEL MAKING
After these four weeks, I can using the code of Ardunio to testing stuff. Therefore, for this project I am trying to design a emotional response to nosie, which must consider both the holistic design experience, this means the physical form is as important as the technological sophistication. The final work achieve to my goal. Every one came to enjoy this scared cube, they said it makes sense and funny cube. The HC-SR04 Ultrasonic Sensor is a very affordable proximity/distance sensor that has been used mainly for object avoidance in various robotics projects . It essentially gives your Arduino eyes / spacial awareness and can prevent your stuff from object. The CEM-1203 buzzer used in this instructable will need a resistor as well for the Arduino’s sake. The buzzer will also buzz in any direction. For consist- ency, we’ll be plugging the negative side of the buzzer toward the GND (ground) pin. The most fun you can have (after blinking LEDs) is using sensors to detect whats going on in the world and act on that information. The sensor has methods of interfacing, that can make it a real pain to work with. The LDR( light dependent resistor) has to have the simplest code, so it is easy to control.
To give our model a persona, it was designed to look like Captain American who has a shield. That shield could protect him. The inside of our box is a scared thing, so the user need something to protect against danger.
Video: https://vimeo.com/93905610
When the shield close to the box, it will make noise. We using the “buzzer” and the “ultrasonic sensor”. It offers excellent range accuracy and reading in an package.
FUNNY EGGS
GAME RULES
For this project you must investigate and critique how the design and production of modern technologies are addressing the relationship between humans and objects, or not. Your investigation will lead you to the design of an everyday technological gaming experience with a specific focus o n t h e re l a t i o n s h i p , i n te ra c t i o n a n d communication between, object and user, and, user and object.
The game has two eggs with two different facial expressions they represent the image of the two players 1 and 2. There is a dice is arranged on the center of the screen, dice was randomly thrown there are one to six digits can be shown. When dice came to a stop show that the number represents the number of steps forward. When the eggs reach the end of the track, it can no longer move forward, which represents the this players has won, then click on egg , the screen will appear the words “you win� It is to show the outcome of the game, (The game system uses the same dice, in order to ensure fairness and randomness of the game, use two eggs with two different facial expressions just in order to distinguish the player order.
Two player Technology & Experience
Game Experience Object & User
Communication
Input & Output
Interactive Design
Dice
Winner
There is a dice is arranged on the center of the screen, dice was randomly thrown, there are one to six digits can be shown.
Video:https://vimeo.com/93908397
Processing is real funny software; therefore it makes me fall in love with it. And it is an easier program than other software. Much more games use JAVA to control the system. Game added music, pictures, text, and clicked on a region, horizontal and vertical coordinates of the target will move at a constant figure. However, there were many loopholes in the game after some testing; it is the need for further development.
PORTFOLIO HAOMIN LI
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