“UNDESIGN THE PORTFOLIO” PENG ZE-HAI +86 186 0178 1587 ME@ZEHAIPENG.COM
DESIGN Let the designs speak for themselves To ‘Undesign’ requires even more sophisticated skills and aesthetic judgment in a way to trim every element that has no practical meaning. In the age of information overload, the last thing you need is the extra design to stand between you and the information you really want. - Zehai Peng
UNDESIGN the Portflio | HP DESIGN | 2013 October
3
WHY ME? Business Graduate Nottingham Uni
Understand what the clients really want
Analytic Tools
UNDESIGN the Portflio | HP DESIGN | 2013 October
Rich Experience in Design
Business Knowledges
Aesthetic Judgement
this is what it takes to be a smart graphic designer...
Understand European Contemporary Art
Practical Traning and Experience
4
ON THE WAY Europe Switzerland Italy
United Kingdom London Dublin
United States Portland Beaverton Los Angeles
Birmingham Nottingham
Korea Incheon Seoul
China
Beijing Guangzhou Shanghai Hongkong
Mexico Mexico City
“The use of traveling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are.” – Samuel Johnson
UNDESIGN the Portflio | HP DESIGN | 2013 October
5
EXPERTISE I had good experiences in the following categories of design:
Graphic Design
Illustration
3D Modeling
Identity
Above-the-line Key Visuals Marketing Collaterals
Painting Caligraphy Typography
Readyprint Artwork Brochure Magazine Outdoor Commercials
Object Modelling 3D Visualisation Augmented Reality Rendering
Corportate Identity Visial Identity Guide Brand Consulting A lot more...
UNDESIGN the Portflio | HP DESIGN | 2013 October
6
CREDENTIALS My previous working experiences and education background:
2007 Guangzhou, China Apower Electric Co., Ltd
2008 Nottingham, UK Impact Magazine
2010 Portland, USA BlueVolt
2011 Shanghai, China Avantgarde Branding
http://www.ggec.com/
http://www.impactnottingham.com/
http://www.bluevolt.com/
http://www.avantgarde.de/
In-house Graphic Designer
Associate Design Editor
Junior Graphic Designer
Graphic Designer
2011 The University of Nottingham Nottingham University Business School Bachelor of Arts in International Business Bachelor of Arts in German http://www.nottingham.ac.uk/
UNDESIGN the Portflio | HP DESIGN | 2013 October
7
WORK ICON/LOGO
Organic Standard Agriculture Zurich
UNDESIGN the Portflio | HP DESIGN | 2013 October
Journey to West Travel Agency London
TrendPeople Clothing/Fashion Design Shanghai SME
8
WORK GRAPHIC DESIGN
CLIENT AMG Driving Academy
ARTWORK TYPE Digital Small-sized print Large-sized outdoor print
UNDESIGN the Portflio | HP DESIGN | 2013 October
DISCRIPTION Keyvisual for Season 2013 AMG Driving Academy Event operates in Beijing, Shanghai, Chengdu, Zhuhai Photoshop compositing using studio shots of AMG vehicles
9
WORK MARKETING COLLATERALS
CLIENT
ARTWORK TYPE
DISCRIPTION
Porsche China Jaguar and Land Rover
3D Production File 3D Model
Giveaway and Marketing Collaterals for Brand Events Items for corporate giftshop Models built in Autodesk Maya
UNDESIGN the Portflio | HP DESIGN | 2013 October
10
WORK MARKETING COLLATERALS
CLIENT
ARTWORK TYPE
DISCRIPTION
Hugo Boss AMG Jaguar Land Rover
3D Production File 3D Model
Giveaway and Marketing Collaterals for Brand Events Items for corporate giftshop Models built in Autodesk Maya
UNDESIGN the Portflio | HP DESIGN | 2013 October
11
WORK MARKETING COLLATERALS
CLIENT
ARTWORK TYPE
DISCRIPTION
Tudor AMG OMEGA
3D Production File 3D Model
Giveaway and Marketing Collaterals for Brand Events Items for corporate giftshop Models built in Autodesk Maya
UNDESIGN the Portflio | HP DESIGN | 2013 October
12
WORK PRINT
CLIENT Lufthansa
UNDESIGN the Portflio | HP DESIGN | 2013 October
ARTWORK TYPE Print
DISCRIPTION Print invitation for A380 Lufthansa launch in Shanghai
13
WORK PACKAGING DESIGN
CLIENT
ARTWORK TYPE
DISCRIPTION
Berentzen
Cardboard Package Paper Package
Modular-based page for Berentzen Bottle, can transform into a bottle display. Made from highly pressed post-consumption materials
UNDESIGN the Portflio | HP DESIGN | 2013 October
14
WORK FURNITURE DESIGN
CLIENT Personal Project
UNDESIGN the Portflio | HP DESIGN | 2013 October
ARTWORK TYPE Wood / Glass Furniture
DISCRIPTION Living room table that made of walnut and enhanced steel glass.
15
WORK CORPORATE IDENTITY Zehai Peng Creative Designer
tel +86 1870 1727 377 email me@zehaipeng.com address F42a, Sillitoe Court, Faraday Rd, Nottingham, NG7 2JZ website www.zehaipeng.com
Logo
Journey to the West Design Handbook
Logo
Full Color
Apr. 2013
Application: Digital medium, 4-color printing
CMYK: 16,100,91,6
Light Silver
CMYK: 0,0,0,60
Graphic Navy Blue
Content Navy Blue
CMYK: 100,94,23,14
CMYK: 100,94,23,60
Dark Silver
CMYK: 0,0,0,80
Including business card, letterhead, envolop ... etc
Application: When 4-color printing is not available or not needed, e.g. Newspaper ad
2
Dried Red
Stationary
Grey scale
3
8
JOURNEY TO THE WEST IS OUR CORE TYPEFACE
White
CMYK: 0,0,0,0
Journey to the West Condensed
ABCDEFGHIJKLMNOPQ RSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz
Journey to the West Regular
ABCDEFGHIJKLMNOPQ RSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz
Core palette
Content colour palette
Typography
Stationary
Dried Red and Navy Blue are our key brand colours. It is used whenever we speak; in typography, Brand Space and other graphic elements. It can be used with our functional colours of black, silver and white.
We have six supporting colours that make up our content palette. They are warm and natural colours that are both contemporary and from our heritage. They are used as accent colours for graphic devices and, along with main palette, make up the spectrum of colour in our photography.
Our bespoke primary typeface is used for all headlines and title or subtitles and key messages. It is visually upright, capable and composed.
Here is how our core design element can apply to stationaries design including letterhead, name card and envolop.
5
6
7
CLIENT
ARTWORK TYPE
DISCRIPTION
Journey to West
Corporate Identity
A complete set of corporate identity and design guide
UNDESIGN the Portflio | HP DESIGN | 2013 October
9
16
WORK CORPORATE IDENTITY LOGOS
Our logo was made of, like many other different ones, two part - grpahic icon and the wording. The graphic part in our case would be the leaf.
GRIDS
GRIDS
Our logo needs to remain relevant and reflective of our belief in purposeful design. For this reason our logo has been optimised for clarity and standout. It stays true to its origin but has refined typography, colour treatment and alignment.
Primary Logo
Like many other ones, Organic Standard's logo can be used in different combination.
Our logo needs to remain relevant and reflective of our belief in purposeful design. For this reason our logo has been optimised for clarity and standout. It stays true to its origin but has refined typography, colour treatment and alignment.
0.75X
2X
Clear space The primary logo should be used whenever possible. However, in the situations when the horizontal space is limited E.g. SNS Profile Icon, the secondary logo can be used instead to maximise the readability. The usage of this leaf icon is flexible. The graphic icon can be used to highlight the functional information and assist the brand communication. E.g It can be used as a lead to an external facebook link or sales slogan. It can be used in a negative color coding on our brand colors.
Secondary Logo
Graphik Icon
A clear space around our logo helps to ensure it stands out in every layout. The amount of clear space is calculated as follows:
6X
Clear Space 0.75X
Clear Space 0.75X
If width of the logo = 8X Clearance above and below = 0.25X / 0.75X Clearance to the sides = 0.75X So if width of the logo = 8cm Clearance above and below = 0.25cm / 0.75cm Clearance to the sides = 0.75cm
Clear Space 0.25X
Our logo needs to remain relevant and reflective of our belief in purposeful design. For this reason our logo has been optimised for clarity and standout. It stays true to its origin but has refined typography, colour treatment and alignment.
0.75x
x 0.25x 8x
Clear space
A clear space around our logo helps to ensure it stands out in every layout. The amount of clear space is calculated as follows: If width of the logo = 6X Clearance above and below = 0.25X / 0.5X Clearance to the sides = 0.75X So if width of the logo = 6cm Clearance above and below = 0.25cm / 0.5cm Clearance to the sides = 0.75cm
GRIDS
Clear Space 0.5X X
Clear Space 0.5X
0.5X
Clear space
Clear Space 0.75x
A clear space around our logo helps to ensure it stands out in every layout. The amount of clear space is calculated as follows:
Clear Space 0.75x
Clear Space
2X
If width of the logo = X Clearance above and below = 0.25X Clearance to the sides = 0.25X So if width of the logo = 1cm Clearance above and below = 0.25cm Clearance to the sides = 0.25cm
Clear Space
0.5X
Clear Space 0.5X
2
4
3
5
CORE paLETTE
kEyNOTE
NamE CaRDS
TypOGRaphy
Dark Cabbage green and early tea yellow are our key brand colours.
Screen ratio: 1920px - 1080px (FullHD)
The original Organic Standard business cards are made of wood boards with laser cutout and engraving techiniques.
We use two main typefaces for our brand communications, Cuprum and Trade Gothic.
Full keynote Template can be access as: os-presentation-template-General_WIP.pdf
It is used whenever we speak; in typography, Brand Space and other graphic elements. It can be used with our functional colours of black, silver and white.
Cuprum Cuprum is a distinctive, specially created typeface unique to the Organic Standard. It is used in uppercase for headlines within advertising and brochure covers, and is title case for titles and subtitles within the pages of communications.
It sizes at 89mm Ă— 50mm. BUILDING THE FOUNDATION OF BIOCHAR
Cut out
by Organic Standard, Oct, 2013, Zurich
Dark Cabbage Green 90, 35, 100, 30
Early Tea Yellow 43, 0, 100, 0
NameCard_General_v2_Draft.indd 2
Dark Night Black 0, 0, 0, 100
Silver 0, 0, 0, 40
white 0, 0, 0, 0
Arial Narrow Arial is our typeface for digital and system created internal communications. It should also be used in exceptional circumstances when Cuprum and Trade Gothic are not available.
Cut out
7
12
NameCard_General_v2_Draft.indd 1
2013/8/7 0:28:11
CLIENT
ARTWORK TYPE
DISCRIPTION
Organic Standard
Corporate Identity
A complete set of corporate identity and design guide
UNDESIGN the Portflio | HP DESIGN | 2013 October
Trade Gothic Cuprum is supported by Trade Gothic to create a highly legible typographic style. Trade Gothic is used in sentence case for body copy.
2013/8/7 0:28:11
10
Cuprum
aBCDEFGhIjkLmNOpqRSTUVwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 Trade Gothic Regular
ABCDEFGHIjkLmNOPqRSTUVWXYz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 Trade Gothic Bold
ABCDEFGHIjkLmNOPqRSTUVwxYz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 Arial Narrow
ABCDEFGHijkLmNOPqRStUVwxYz1234567890 abcdefghijklmnopqrstuvwxyz1234567890
6
17
WORK PRINT MAGAZINE
CLIENT IMPACT Magazine
UNDESIGN the Portflio | HP DESIGN | 2013 October
ARTWORK TYPE Print
DISCRIPTION Associate Design Editor Image post-editing and layout formatting
18
WORK APP USER INTERFACE
CLIENT
ARTWORK TYPE
Porsche
Digital, App Interface
UNDESIGN the Portflio | HP DESIGN | 2013 October
DISCRIPTION A game interface for Porsche Cayman National Luanch
19
WORK RENDERINGS
CLIENT Various Client
UNDESIGN the Portflio | HP DESIGN | 2013 October
ARTWORK TYPE
DISCRIPTION
3D Render
Render results
20
WORK RENDERINGS
CLIENT Various Client
UNDESIGN the Portflio | HP DESIGN | 2013 October
ARTWORK TYPE
DISCRIPTION
3D Render
Render results
21
SO... CONTACT ME?
facebook.com/zehaipeng
linkedin.com/in/zehaipeng
twitter.com/zehaipeng weibo.com/ciaoharry
flickr.com/photos/harrypeng
me@zehaipeng.com
http://www.zehaipeng.com +86 186 0178 1587
UNDESIGN the Portflio | HP DESIGN | 2013 October
22
-THANK YOU-