Frederic Chang design portfolio 2021 - event / package / branding by Frederic, Chi-Chih Chang

preservation empowers ishes communities by meaningful connections people.

nty’s greatest strength urce is its diversity.

Mission

Contents

Exhibition / Installation design

Los Angeles Conservancy

Unveil L.A. Plaza

Ad campaign rebranding

AR installation event ALL

EVENTS STORIES ARCHITECTURE VOLUNTEERING TIMELINE

Pandemic Habit(at)s Travel exhibition design

ost Issues

After an epic battle to preserve the hotel ended in defeat, the Ambassador Hotel was demolished in 2005-2006.

Product / Package design

GEODE

Chernobyl

The Trial

Wireless speaker branding & packaging

Entertainment design

TV series DVD special packaging

Theatre play serial posters

Frederic Chang Chi Chih Portfolio

Preserve historic buildings.

LOS ANGELES CONSERVANCY

Ad campaign rebreanding This is a self-directed rebranding project for non-profit organization Los Angeles Conservancy, that is devoted to historical architecture preservation and revitalization.

This is a part of a rebranding project collaborated with Marielle Le. Typeface, color, pattern, print emphemera

Installation, logo, pattern, visual element

by Marielle Le

by Frederic Chi-Chih Chang

Frederic Chang Chi Chih Portfolio

This portfolio specifically focuses on the promotional content that targets on younger audience or people interested in architectual history, enhancing education and advertising purposes with appealing imagery and user interaction.

Rebrand the organization that preserves historical architecture in L.A.

Frederic Chang Chi Chih Portfolio

Los Angeles Conservancy is, “a nonprofit membership organization whose mission is to recognize, preserve, and revitalize the historic architectural and cultural resources of L.A. County.” Educational tours are currently provided for the public.

The new logo design features a glass box of the city to convey this idea of L.A. to a foreigner, it represents the organization’s mission to preserve and educate its audience.

There is an unclear target audience and communication problem. Our team finds that a solution with an immersive experience can strengthen the organization’s mission. We explore other methods beyond educational tours to reach a younger audience.

Celebrating diversity with window frames The pattern design is a part of the brand identity to enhance the visual experience, and encourage appreciation for local architecture. The design also celebrates the diverse styles that make L.A. a unique place that reflects the organization’s philosophy. The window frame styles are taken from existing landmark buildings in L.A. or different styles that are common to see in Southern California.

Applying window frames

Frederic Chang Chi Chih Portfolio

The window frame concept is consistently featured in printed collateral as well as social media pages such as Twitter. The concept is extended to the installation frames in its own language.

Donate

LOS ANGELES CONSERVANCY

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Preserving historic placesMission that make Architecture map County unique onL.A. the website Historic preservation empowers and nourishes communities by creating meaningful connections between people. L.A. County’s greatest strength and resource is its diversity.

The interactive architecture map displays different historical buildings around Los Angeles. Users may apply different filters, including toggling between the past and the present.

LEARN MORE

Explore

Map set to now with pop-up information window

Historic preservation empowers and nourishes communities by creating meaningful connections between people. L.A. County’s greatest strength and resource is its diversity.

LEARN MORE

Eastern Columbia Building The Eastern Columbia Building, designed by Claud Beelman, opened on September 12, 1930, after just nine short months of construction. It was built as the new headquarters of the Eastern Outfitting Company and the Columbia Outfitting Company, furniture and clothing stores.

Mission READ MORE

ALL EVENTS STORIES ARCHITECTURE VOLUNTEERING

Explore

Frederic Chang Chi Chih Portfolio

TIMELINE

Lost Issues

ALL EVENTS STORIES ARCHITECTURE VOLUNTEERING

TIMELINE After an epic battle to preserve the hotel ended in defeat, the Ambassador Hotel was demolished in 2005-2006.

Map set to 1940

On June 23, 2020 the County of Los Angeles Board of Supervisors all voted to support a plan calling for the destruction of the Rancho Los Amigos Historic District.

The illustrations are in 3D-rendered sketch style, for the interactive map section on the website, using more innovative elements to engage the audience.

Explore

Architecture illustration

ALL EVENTS STORIES ARCHITECTURE VOLUNTEERING TIMELINE

ALL

EVENTS

STORIES

ARCHITECTURE

VOLUNTEERING

TIMELINE

ALL EVENTS

Eastern STORIES Columbia ARCHITECTURE

The Eastern Columbia VOLUNTEERING Building, designed by Claud TIMELINE Beelman, opened on September 12, 1930, after just nine short months of construction. It was built as the new headquarters of ...

Frederic Chang Chi Chih Portfolio

ALL

Explore

Eastern Columbia The Eastern Columbia Building, designed by Claud Beelman, opened on September 12, 1930, after just nine short months of construction. It was built as the new headquarters of ...

Advertising posters: the forgotten treasure around us

Frederic Chang Chi Chih Portfolio

The current organization is not immediately identifiable as a history and architecture related organization. The publicity needs systematic design and engaging promotional content. We encourage the audience to feel a sense of curiosity and familiarity as if discovering forgotten things.

Treasure historic buildings.

Examine historic buildings.

Uncover Los Angeles.

laconservancy.org

The old chest in the attic

The dusty jar in the cupboard

Unearth historic buildings.

Preserve historic buildings.

Uncover Los Angeles.

laconservancy.org

The time capsule in the backyard

The corrugated box in the closet

Frederic Chang Chi Chih Portfolio

To strengthen metaphor of forgotten treasure, we repeat the scene with these elements: a chest, a corrugated box, a dusty jar, time capsule. The colorful light in the monotone darkness is a symbol of the joyful, surprising discoveries. The buildings of L.A. are contained within these vessels evoking a sense of wonder and intrigue, inviting the viewer to learn more.

Museum souvenir shop corner

Outdoor campaign: historical buildings, airport, museums

Frederic Chang Chi Chih Portfolio

Our campaign caters to tourists and locals who may be arriving at the airport or exploring the city. We also cater to architecture and design professionals who may be going to museums, driving, or walking around Los Angeles and may be interested in learning more about the organization.

Airport corridor wall

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Historical building exterior

Frederic Chang Chi Chih Portfolio

AR installation event

This is a part of a rebranding project collaborated with Marielle Le. Typeface, color, pattern, print emphemera

Installation, logo, pattern, visual element

by Marielle Le

by Frederic Chi-Chih Chang

Frederic Chang Chi Chih Portfolio

AR installation design for a fictional promotional event of non-profit organization Los Angeles Conservancy. The event encourages visitors to discover the oldest part of the city: Los Angeles, to see what we have lost under urban development and understand the value of the history of the city.

Event in L.A. Plaza: beginning of a racially diverse city that is forgotten

Frederic Chang Chi Chih Portfolio

- The withness of Los Angeles city development - Diverse ethnic group started their residency here - Original Chinatown: most colorful part of LA in the past - Surrounded by modern facilities and marginized - Promote the diversity of races with events / installations

We offer an event called Unveil L.A. Plaza to revitalize historical sites and encourage a sense of local community.

The aim of the AR installation is to help viewers discover the past of Los Angeles Historic Plaza, also known as El Pueblo de Los Ángeles Historical Monument. This historical site is often referred to as the birthplace of Los Angeles.

Frederic Chang Chi Chih Portfolio

Historical site revitalization: Interactive event

Visual elements on the installation These elements will emphasize to the audience how to use their smartphone to interact with the installation to reveal the missing architecture from the photos.

Frederic Chang Chi Chih Portfolio

Composition design by Marielle Le

Layers of Photographs of L.A. Plaza 1880 - 1940 20 old photos were taken from 12 spots around L.A. Plaza in different era, and each photo is deconstructed into layers of images and overlapped with small gaps in between, to enhance the 3-dimension sense of the installation. The background layer is only visiable in the AR app for visitors to explore.

Visible on AR app only

Frederic Chang Chi Chih Portfolio

Visible on physical installtion

Frederic Chang Chi Chih Portfolio

The present merges with the past

The complete old photo background shows after the AR app is turned on, with the people and vehicles moving, showing the difference of the surrouding in that era, the time periods before most of the area was demolished for modern use.

Without AR app This installation shows the simplest situation among the 12 installations. The additional frame not only proveides event information and AR app instructions, but also help the installation stand stably.

Frederic Chang Chi Chih Portfolio

With AR app

12 Installation variants

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The 12 installation designs altered depending on the number of old photos were taken in the spot. There is no specific viewing sequence.

This rendering shows the combination of park benches in the plaza, having the audience sitting and resting with people in the old photo.

Frederic Chang Chi Chih Portfolio

This rendering shows the most complex situation among the 12 installations.

Frederic Chang Chi Chih Portfolio

Pandemic H a b i t ( at ) s Tr a v e l

exhibition

design

Frederic Chang Chi Chih Portfolio

Pandemic Habitats is a travel exhibition design project addressing on the impact brought by the everyday life of Covid-19 pandemic. The exhibition discusses the relationship between everyday life, environment issues, and public health.

Exhibition Goal Scale down the issue to reconnect people’s feeling

Frederic Chang Chi Chih Portfolio

The exhibition focuses on the environmental impact caused by the Covid-19 pandemic. With more engaging and immervisve experience, the audience may understand the issue on a deeper, personal level. The aim of the content not only conveys knowledge, but also rebuild the connection between people’s distanced feeling to the issue and lack of awareness that the issue is caused by everyone. Enhancing people’s familiarity to the issue could repair this disconnection, by demonstrating everyday life consumptions, and see the consequence in a larger scale afterwards.

Room for expressing thoughts In order to encourage quicker, effective knowledge digestion, and responses, the exhibition provides audiences opportunities to express their opinion on the issue. With the assistance of technology, connecting visualized information from the visitors may encourage the sense of participation, and we can see this section as a reflection of the idea behind the exhibition, that everyone is connected to the issue.

Design for travel exhibition This project is a traveling exhibition. Thus, the design of the exhibition space should offer convenience and for local space limit and logistics.

Linear Movement, Diamond Vision Entrance

Introduction Informative

Consequence Positive

Cause Informative & Immersive

Informative & Immersive

Seeing the whole picture

Possible solution Discussion & immersive

Consequence Negative

Informative & Immersive

Immersive

Frederic Chang Chi Chih Portfolio

Exit

Modular space design

Tall truss structure (20’ x 20’ x H18’)

Tall walls (1’ thick): with door, with slit, plain

Normal stairs with pathway space underneath

Short truss structure with ceiling windows (20’ x 20’ x H9’)

Ramp-incorporated stairs for disbility with pathway space underneath surrounded by rails and translucent trash boxes

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Various ways of assembly

Short walls (1’ thick): with window, plain

- Separable rooms for smaller exhibition space - One truss structure removable for limited space - Control entrance/exit driection with different wall assembly - Parts not in use are stored under the stairs

Modular design for travel exhibition: Reusability & easy to assemble / disassemble

Frederic Chang Chi Chih Portfolio

More adaptable to local exhibition space limit and the modular rooms are separatable

Entrance

Introduction - masks free to take - Individually packed masks in plastic available at the entrance. - Number of visitors entering the exhibition are limited to create more personal experience at the beginning.

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- Visitors read a brief introduction while waiting to enter.

Frederic Chang Chi Chih Portfolio

Room1: household cause of environmental impact of Covid-19 Living room - Performer unpacking packages to emphasize the daily consumption. - All furniture is in white to highlight colorful online order delivery package. - Television playing pandemic news to create the atmosphere.

Kitchen

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- Display how the food supply has become more wasteful to avoid exposure to the virus.

- Performer preparing takeout meals, leaving numerous plastic bags and takeout food packages.

Toilet - Performer blocking the toilet with many disinfecting wipes and trying to unblock it afterwards. - Handwash, bleach, and toilet paper accumulating in the room. - Showing the habit of storing cleaning products during the pandemic.

Bedroom

- Visible trees in the next room and the performer guides visitors to explore onrward. - Information about the impact of household waste during the pandemic is provided at the end, after the experience of this section.

Frederic Chang Chi Chih Portfolio

- Performer collecting trash in rubbish bags and walking outside to the next exhibition room and dumping them there.

Room2: nature coming back to human habitat

- The space represents a small town street filled with nature: trees, animal holograms, and natural environment sounds. - Visible smoke released and visitors are warned to unpack the mask to wear it. This is to get vistors behaviour ready for the next room. - Showing the positive influence of social distancing that there is no outdoor activity. - The performer dumps trash produced in the previous room here. - Information about positive evironmental impact provided here in front of the kiosk as printed ephemera.

Room3: visitors’ mask disposal multiplied by mirror reflection

- The room is covered with mirrors, making any object in the room multiply to infinity. - Visitors are walking up to the second floor by ramp - incorporated stairs, combined with mirror rails that forms a maze. - After the previous room that requires masks, visitors are suggested to dump masks and the packages here, with designed boxes collecting them.

Frederic Chang Chi Chih Portfolio

- The boxes are translucent and reflective, in order to amplify the effect of littering. The reflection, may trigger imagination of trash on ground or in water.

Frederic Chang Chi Chih Portfolio

Room4: seeing previous rooms together as a whole picture Public health: looking back to room3 - Visitors can see through the one-way glass window to see the mirror room from above. - The mirror room reflects trash disposed by the visitors endlessly and look like people are surrounded by the produced trash. - Information about public health shows on the transparent window that visitors can read the information and see the poetic scene in the same time.

Climate change: looking back to room2

Frederic Chang Chi Chih Portfolio

- Visitors seeing room2 from above through one-way mirror window, where a lot of smoke is trapped near the ceiling.

- The source of the smoke is revealed that it is from factories, while the room reveals a sense that humans are occupying the natural habitat, instead of the other way. - Information of historical cases showing the importance of environmental issues that affected public health and connects to other information in the same space.

- The trash produced from everyday life consumption in the exhbition is seen in a larger scale here. - Information about household waste statistics displayed on and around the floor window.

Frederic Chang Chi Chih Portfolio

Everyday life: looking back to room1

Room5: visitors express their opinion with AR app and the input becomes a part of the room Suggestion & Discussion - Stairs for visitors to walk down to first floor are designed to be like theater seats, where people can sit down and digest information they received from previous rooms. - Visitors leave their thoughts through writing or drawing on the AR app, and the content becomes a part of the visual display projected on the walls. - Digital projection visualizes visitors’ response to the exhibition’s topic, with connections categorizing the information. Visitors can access and respond. - The room provides limited number of tablets with the AR app already downloaded for limited number of people to use and also display information suggesting downloading the app on their phone.

Use of technology

Frederic Chang Chi Chih Portfolio

- Basic typing with diverse typefaces and drawing function allowing more room for creativity.

- Input information is processed with AI, visually categorized, and projected on the walls of the room. - Visitors can manipulate the stucture and access data from other cities where the exhibition has visited.

Frederic Chang Chi Chih Portfolio

G EO D E Wireless speaker design & packaging

Frederic Chang Chi Chih Portfolio

GEODE is an imagined audio product brand. The speaker design focuses on the convience of portability speaker placement in limited situations at home, while maintaining speaker quality and harmounious homeware style. The package design also shares the same philosophy.

Frederic Chang Chi Chih Portfolio

A speaker with capabilities of adaptation to the environment The idea of GEODE wireless speaker was inspired by users who bring their speakers into the shower. The speaker design attempts to enhance the convenience of of placing the speaker in a limited space.

Frederic Chang Chi Chih Portfolio

The speaker is targeted to the mid-end market, where consumers look for convenience, quality, and improved aesthetics. The design style aims to create a feeling that expresses the quality of the sound and how a speaker can be in harmony with living spaces.

Speaker package development Typefaces

Meta light Gill Sans light

Frederic Chang Chi Chih Portfolio

Gill Sans regular

Logo design After several logo explorations, the simple design corresponding to the actual function of the speaker, vertical / horizontal placement, was considered the best solution that implies what the product experience might be.

Package structure: strong structure, easy to flatten

Frederic Chang Chi Chih Portfolio

The package exploration led to the paper box design that indicates where to pull or hold with its rim on the caps (bottom left). This form strengthens the brand image of practicality and simplicity. The design was later integrated with the one rectangular cardboard cut design, which reduces cutting costs and increases logistical convenience.

Frederic Chang Chi Chih Portfolio

Package sleeve The idea of the package is to create lower cost but effective branding solutions. While the package design is celebrating the raw cardboard material texture, having extra printed package parts, such as sleeves, could bring contrasts to the package and let the raw cardboard texture stand out.

Frederic Chang Chi Chih Portfolio

The color tones reference wood colors, for their familiarity in living spaces. There are two color versions for consumers to choose according to what would match their home better.

User guide: inserted with the hidden package structure parts

Frederic Chang Chi Chih Portfolio

The user guide is hidden with the cable underneath the cardboard structure, with a sliding, drawer-like cardboard piece that strengthens the package structure.

Frederic Chang Chi Chih Portfolio

Accordion fold pages

Look book: convey the everyday life scenarios living with the product

Frederic Chang Chi Chih Portfolio

The look book is a powerful tool to convey the core thoughts of a brand. GEODE''s look book focuses on how the brand's speaker would fit in diverse living environments, with a similar layout to furniture brand look books.

Frederic Chang Chi Chih Portfolio

Chernobyl TV series DVD special packaging

Frederic Chang Chi Chih Portfolio

Package design project based on HBO TV series "Chernobyl", using patina to make an impression of a time capsule that is dug out from theground. This resembles the bandoned city covered in dust for years after the nuclear disaster.

Key art: introducing the shocking scene of the disaster

Frederic Chang Chi Chih Portfolio

The key art concept is inspired by a brief shocking scene in one of the episodes. The nuclear plant cleaners walked onto the roof through a hole in the wall. The view from the rooftop gives the audience a clear idea what happened from the perspective of the on-site workers. This idea is not the recreation of the scene but a visualization of the shocking image of the disaster through a viewer on site.

Package design: time capsule vs. the city frozen in time The packaging idea connects the plot and the audience through the concept of a “time capsule”, which implies the time-frozen world after the nuclear disaster and the following evacuation.

Patina Dusty glass cover and rusty metal base give a sense of aged objects to create a more authentic visual and touch experience.

Functionality

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The time capsule design is also functional that the middle pole is separable into sections that the user doesn’t have to touch the disks to pick them up from the capsule or a flat surface.

Package sleeve

2 package key art versions

Booklet about the true story behind the TV series

Frederic Chang Chi Chih Portfolio

The package comes with a booklet of the introduction of the historical event behind the TV series. Following the same key art concept, the original event report document is revealed in the broken concrete hole.

The DVD disk design followed the same key art element, but reveals the scenes from each episode to help the user to identify the episode more easily.

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DVD disks

Frederic Chang Chi Chih Portfolio

The

TRIAL Theatre play serial posters

Brief plot of The Trial: The leading character woke up one day and suddenly was judged guilty for no reason and later sentenced to death.

Frederic Chang Chi Chih Portfolio

The serial poster concept is based on Dada graphic style that fits the absurd plot of the novel by Franz Kafka. The ideas were executed with picture montage and referenced works from Raoul Hausmann, Hannah Hoch, Kurt Schwitters, John Heartfield, and George Grosz. Many of their works were created in the 1910s, when Kafka wrote the novel in the same era.

Image reference Face deconstruction

Serial poster 1

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Leading character’s mind of feeling trapped but his absurd destiny in the whole play

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Image reference Prison and shadow

Serial poster 2

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A hint of the plot with the character trapped by the rail, though it is not clear if he is inside or outside the cage.

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Image reference Prison and shadow

Serial poster 3

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Audiences’ perspective with all of the visual elements including the theatre, the main character, and the door.

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Theatre Young Vic

Local community Cafes / Bars

Public exposure

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Transportation

To be continued...