JASMINE CHOONG
2018
2020
selected works by Jasmine Choong
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Content
Resume
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01 #BreakingBarriers
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02 That Last Slice
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03 Life Before Lok Kawi
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04 Plan V
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05 Picky Camping Kit
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06 Love Letters
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jasmine choong graphic designer kuala lumpur
I am a graphic designer with a curious and adventurous soul. I have always been on the quest for learning new things and pushing myself to be imaginative in my work.
skills
E jasminexianhuan [at]gmail.com
branding, identity art direction illustration motion graphic web design
B be.net/j_cxh
Ai, Ps, Id, Ae, Xd, Dw
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english, mandarin, bahasa malaysia, rojak & gibberish
JASMINE CHOONG
work experience 06.2020 - 09.2020
Intern
Kesterie Design
12.2016 - 03.2017
Intern (Graphic Department)
Neri&Hu Design and Research Office, Shanghai
12.2013
Mural Artist
Nivea @ Urbanscapes
education 05.2018 - 03.2020
The One Academy BA (Hons) G raphic Design
04.2015 - 08.2017
IACT College Diploma in Graphic Design
humble recognitions 2019 Student Kancil x sCooler 2019
Best Use of Cultural Insight (Merit) Digital Experience Data Enchanced Creativity (Merit)
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01 FILM, WEB, PACKAGING
#BreakingBarriers A movement to urge Malaysians to break racial barriers and embrace diversity.
Watch the film https://vimeo.com/417980618 #BreakingBarriers website breakingbarriers.netlify.app Behance https://www.behance.net/gallery/96075565/BreakingBarriers
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Malaysia is a multiracial country with more than 250 ethnicities. It has been 62 years since the country was formed. Although Malaysians have been living peacefully together, the nation remains polarised on the basis of race. With the rise of racial tensions in this diverse nation, is it possible for Malaysians to be more united and inclusive multiracial society as we progress forward?
The Idea Culture is not limited to its own race. CIMBÂ Bank believes in the strength of diversity is the vital ingredient for the success of our multiracial nation. With that as one of its brand beliefs, #BreakingBarriers is a movement which its intention is to urge Malaysians to break racial barriers and embrace diversity.
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The film features a number of Malaysians that break racial barriers - adopting a foreign culture in different aspects. For example, cross-racial child adoption, lion dance performance(Chinese) integrated with bamboo dance(Kadazan), interracial marriages, just to mention a few. These inspiring stories that shows integration of different cultures are turned into meaningful narratives. With these raw moments, we hope to inspire Malaysians to do the same.
Watch film at https://vimeo.com/417980618 10
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The film will be launched during New Year because it is the time when people reflect on their actions and set new goals. It will act as a reminder that all Malaysians should play their part to lead the country forward in the coming new year.
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01 Upon landing at the website, people are given an array of story options to read.
The Website A digital platform is created for Malaysians to learn more about the campaign.
02 Malaysians can also submit their stories and experience of their “rare encounters�. 03 At the end of each story, readers will be led to a page that tells Malaysians to take action. 04
Click here for full experience breakingbarriers.netlify.app
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In the same page, set of FAQs are prepared to educate Malaysians to recognise unconscious bias and embrace diversity.
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The Unity Packet One of the most significant similarities of traditions in Malaysia’s major celebrations is giving money packet. Giving money packet( 红包 hóngbao) was initially a Chinese tradition during the Chinese New Year. However it became a tradition adopted by many races in Malaysia, hence CIMB releases a design that is catered to all races, named as “Unity Packet”, where Malaysians can use this in all local major festivals.
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CORPORATE IDENTITY
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That Last Slice A dynamic identity for a baking studio.
JASMINE CHOONG
That Last Slice is a baking studio that offers customisation for cakes, as well as pastries. In a crowd of competitors that has similar business models, how do I make the brand stand out?
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An adaptive brand identity
The “last slice” is visualised and turned into the brand’s logo. As the design objective is to create an versatile identity, the logo is adaptive in a way that it expands according to the length of the medium that is being applied.
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Icon Design A set of icons are created and applied across the areas such as, the wayfinding, cafĂŠ, baking studio, washroom etc.
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PROJECT COLLABORATION
03 Life Before Lok Kawi An immersive storytelling experience about wildlife cruelty.
Group members: Jasmine Choong Siew Woon Ting Hew Ji En Arsal Ysfin
Click here to see our website https://xd.adobe.com/view/4671cba8-e215-463e-5733-c4880d8178763040/?fullscreen&hints=off
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Located in Sabah, Lok Kawi Wildlife Park is a wildlife sanctuary that often receives rescued animals that have lived in cages for their whole life. We want to stop domesticating wildlife. But how do we make things impactful and interesting?
Problem People complain that the animals are not in good shape.
Insight They don’t know the animals are confiscated or turned over by the public.
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Each animal has its story to tell. Life Before Lok Kawi is an immersive storytelling experience that intends to educate the public about the negative impact of domesticating wildlife animals. It will feature animals that are popular as exotic pets or being domesticated for other reasons, such as sun bear, orangutan and exotic birds.
The Interactive Experience The interactive space is designed to be small and narrow so that the visitors get to experience what have the animals experienced - what it’s like to be in a confined space. There are also information regarding the space animals need. The interactive space will be placed at a section in the wildlife park.
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The Visuals Most of the visitors of Lok Kawi Wildlife Park are families with children. In order to make a heavy topic to be more children friendly, we decided to go for illustrations. Since our topic is about confined spaces, animals are illustrated in contorted way. 32
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Environmental Graphics Given the structure of the on site experience, we applied the idea to the wildlife park’s directories and signages.
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The Website The website contains useful information of the wildlife park such as its operating hours, contacts and make donations. Besides that, people who don’t get to experience Life Before Lok Kawi will have access to the stories through the website.
Click here for full experience https://xd.adobe.com/view/4671cba8-e215-463e-5733c4880d817876-3040/?fullscreen&hints=off
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Print Media To raise awareness about the consequences of keeping wildlife in captivity as well as promoting the zoo, a set of posters are created and placed creatively according to the medium.
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Social Media To increase the wildlife park’s social media presence, an Instagram account and Facebook account has been created to engage with prospective visitors. Being active on these social media platforms also increases their transparency.
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AirAsia In-flight Merchandise As this is a collaboration project with AirAsia foundation, we created a set of in-flight merchandise which sales would contribute as fundraising for the wildlife park.
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DIGITAL INTEGRATED CAMPAIGN
04 Plan V Your vaccine alternative, but at what cost?
Group members: Jasmine Choong Jennifer Pei Fen Noor Fazara Natania David
Case Study Video https://vimeo.com/370077413 44
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Plan V, an integrated digital campaign, uses SEO to target the anti-vaccination group and dupe them into purchasing fake vaccine alternatives... just to provide them a shocking message at the check out page.
Problem There are about 1.5 million deaths among children below the age of 5 whom are not vaccinated. However, millennial parents today still refuse to vaccinate their kids due to the spreading of misinformation. Insight Parents are more concerned with isolated cases of vaccine side effects. Whilst forgetting about the bigger risk that they pose their child to if they refuse to vaccinate them.
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We want to tell concerned parents that there are no better alternatives to prevent their child from getting life threatening diseases through an E-commerce website. In collaboration with the Ministry of Health, we introduce our line of natural products in our website specifically for these parents to purchase as their vaccines alternatives.
Target Audience Millennial parents who are concern of the side effects of vaccination search for alternatives online. Millennial parents are also seek answers online instead of taking advice from experts or medical practitioners.
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Campaign Flow 01 Parents who search on alternatives will be bombarded with our ads until they decide to click on it. This bring them to our campaign site and tricks the parents into “buying” the products! 02 Users will be led to our homepage through SEO Web Ads. Then, they will be introduced to the line of our “natural products” available for them to purchase.
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03 After they have decided to check out from their shopping cart, the final price will reveal a shocking message. 04 Users will then be directed to our FAQ page where they can learn more about the truth on vaccination. They can be able to share that information to their social media so that other parents in the same circle has access to our website.
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PACKAGING DESIGN
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Picky Camping Kit To create a ready meal pack with reduced environmental impact.
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With the current focus on reducing single use plastics, how could we redesign a ready meal pack that offers convenience, whilst reducing the environmental impact?
Problem Many people bring single use plastics utensils, paper cups and paper plates while doing outdoor activities such as camping.
The Challenge The challenge of this project is to curate a kit that is light and compact for outdoor/camping enthusiasts to reduce the usage of these single use items.
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The camping kit contains a box of energy bars with 10 individual packs, 2 different flavoured of Performance oatmeal pouches, followed by some camping essentials such as, microfiber towel, bamboo cutlery set and foldable cup.
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The Illustration This is the illustration that is applied to the main packaging of the kit. The tone of this project is bright, fun and fresh hence the choice of the colours.
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Performance Oatmeal Pouch The kit includes 2 different flavours of Performance Oatmeal pouches, 2 each. The illustrations shows some of the activities done during camping.
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06 TYPE DESIGN
Love Letters To create a ready meal pack with reduced environmental impact.
Group members: Jasmine Choong Tan Ming Li Joey Lim Eric Koh
Website https://loveletters.netlify.app/
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‘Love Letters’ is a card game set to gamify the origins of Nonya Kuih Kapit and provide an anecdotal account of the Kuih as a tool for Nonya women attempting to break out of the matriarchal family system practicing arranged marriages. The Challenge The cultural significance of the Traditional Peranakan biscuit known as Kuih Kapit or Love Letters; and its significance in paving the way to more progressive approaches of romance among the young Peranakan women as opposed to traditional arranged marriages, which is not a familiar story to many people. Insight The matriarchs of the Peranakan society hold powerful influence in the family structure that practiced arranged marriages in the past and it is considered a taboo for young women to pick their partners. However, it does not stop them from pursuing their love, even when having to do so discreetly. One of them, is the use of the kuih kapit as an envelope to encase their hidden message.
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Idea
‘Love Letters’, a physical card game is created to help people experience how love was portrayed during the olden days, as well as a web platform that helps story-tell and sell the product.
The Card Game This game is about a Peranakan girl - Nya, who attempts to pursue her own choice of love. The main goal is to successfully allow Nya to pass the l ove letter to her lover without getting caught by her mother, Mak. This game consists of six playing roles and one moderator, and is played similarly to the game “Werewolf”. The Mom “Mak” is to attempt to intercept the letter, while “Nya” works with “Majie” or the servant to get the letter to her lover, “Baba”.
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The Phoenix, a symbol of the matriarchal infrastructure of a Peranakan household.
The Typeface A custom typeface that captures the essence of these design influences, inspired by the patterns on the kuih kapit and certain Peranakan motifs.
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Uppercase
Lowercase
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The Typeface The website explains the gameplay through an immersive storytelling narrative. The card game can be purchased through the loveletters.netlify.com.
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thanks for viewing!
E jasminexianhuan [at]gmail.com B be.net/j_cxh 76