A Hybrid Creative For The Modern Age Portfolio By Jeremy Yap
“Lagom.” While the Western world find it difficult to capture the essence of this Swedish word, it simply means “ngam ngam” in Malaysia. In the following pages, you’ll find a ngam ngam creative’s works that display his passion for graphic design and an exploration of the copywriter in me. Enjoy my portfolio.
this is where the story begins. Jeremy Yap Multi-Disciplinary Designer, Copywriter, Hybrid. Who I Am As an aspiring artist and graphic designer, Jeremy is also skilled with his words — a rare package that comes with some of today’s promising creatives. Specializing in solving visual communication problems, Jeremy presents information effectively through visual art and layout, occasionally providing headlines that hold hands with the visuals. Don’t be taken aback if he’s too quiet when you meet him. He’s just in his own world. Sometimes, being in his own world is how he gets the job done.
what makes me different? Milestones Achieved 2015:
Featured artist in the “Faith Forward” art exhibition at George Town, Penang
2014:
Graduated with a D iploma in Graphic Design from Saito College Best Student Award of the Faculty of G raphic Design
I’m capable in: • Art direction
2012:
2011:
Named to the Dean’s List for the Faculty of Graphic Design
• Digital & analog illustration
Kancil Student Awards participant, TVC category
• Team leading and collaboration with multiple artists
Photographer for RE:UNION Conference at Stadium Negara
• Contributing critical and building comments
Caricature artist at “Encircled in Harmony,” an event by Saito College, at Sungei Wang Plaza
• Copywriting (English & Malay)
Caricature artist for the World Environment Day event
• Creative problem solving
by Saito College at Ikea Damansara
• Branding strategies
Awarded with a scholarship by The Star Education Fund Designed for local youth-related short videos and stage acts 2010:
• Understanding in visual communication
Sat for SPM, graduated secondary school with 7 A’s and 1 B
what I can do
my weapons of choice
Ps
Ai Id
Dw
Branding & Corporate Identity
Rebranding exercise for Ishin Japanese Dining, a ryori fine dining restaurant located in Klang. Ishin wanted a fresh take on their brand identity that reflects their dedication to provide a great Japanese fine dining experience.
The interior of the restaurant was inspired by zen philosophy; hence the symbol of zen, a circle drawn using bristle brush was incorporated into the design in the sketching process to express Ishin Japanese Dining’s seafood-driven menu.
Selected logos were superimposed on Ishin Japanese Dining’s menu cover to demonstrate its effectiveness
Aries Telecoms : Brand Identity
Rebranding exercise for Aries Telecoms, a stellar networking solution that empowers synergistic relationships by providing high-speed connectivity. The logo comprises a soft-edged triangle, an embodiment of stability to signify the company’s desire to be approachable to its consumers.
This branding direction was designed to complement and exude the manifesto of Aries Telecoms:
Everyone is made to soar. Life is the process of moving forward; If not to new heights, through new heights. But to ride new tides and chase new visions, a constant stronghold is necessary. As you take off towards the horizon, you need a reliable beacon to keep you focused. Your voyage may be turbulent, but there’s a guiding light to help you navigate your business. So, take heart. Nothing can stop you now.
ARIES TELECOMS
ARIES TELECOMS Logo color, typeface and motif variations.
Logo motif application on collateral
Logo appearance on outdoor media
Stationery set for Aries Telecoms
ONENATIONFITSALL: 916 Apparel
OneNationFitsAll is a movement that subscribes to the belief that no action is too small to serve as a symbol of unity. 916 Apparel is the physical manifestation of this movement in the form of wearables. The objective was to invite Malaysians from all creed, views, preferences and cultures to stand united in one accord and with one simple mission — to celebrate our diversity through unity in our nation.
ONE NAT ION FITS ALL Top left: Primary logo of 916 Apparel, with the name of the movement as its motto Bottom left: A design element that expresses the heart of the brand’s vision via the local delicacy, kuih lapis Below: Packaging designs for the 916 T-Shirts. The one on the left is the common kraft paper packaging, whereas the one on the right is the collectors’ edition embossed tin can packaging
In this picture: A certificate of authenticity that ships with every 916 T-Shirt. Each cerificate also validates the owner’s participation in the OneNationFItsAll movement’s cause. Below: Lifestyle and product showcase of the 916 T-Shirt’s photo-friendly packaging and the product itself, the 916 T-Shirt, Malaysian edition
Print Design
Above: Behind the Malala kolam. Over 5kg of colored rice was used to illustrate the entire series. Each kolam was completed within a day, a week before Deepavali
Ganforhire : An Enlightened Deepavali The theme for Ganforhire’s 2014 Deepavali campaign was “An Enlightened Deepavali.“ The campaign aimed to celebrate the Deepavali spirit embodied by mankind when darkness was defeated through knowledge, wisdom and courage. Deepavali is a colorful festive, hence the brief specified that the visuals should exude that quality. The idea was simple: creating kolam portraitss of enlightened personalities. Kolam, the traditional Indian rice art is colorful in nature. A preserved tradition performed during Deepavali, the kolam was chosen as a visual medium because color spectrums make up light. Three of the most enlightened personalities were chosen among all of humanity’s most influential to embody the three qualities of an enlightened individual, based on the causes they fought and sacrificed for: Nelson Mandela who fought apartheid courageously, Mahatma Gandhi and his quest for independence through peace, and Malala Yousafzai who stood up for her right to learn. Each kolam were handmade over the course of 3 days, using only colored rice and black sesame seeds to illustrate the portraits.
COURAGE OVER FEAR This year, let us embody the heroes that have invariably stood up against the forces of evil. The audacity to face fear with valour and determination is a virtue we must forever uphold. Only then can the light of good overcome the darkness.
Wishing You An Enlightened Deepavali
LOVE OVER HATE This year, let us embody the heroes that have invariably stood up against the forces of evil. Employ the power of love to conquer the heart and overthrow tyranny. Only then can the light of good overcome darkness.
Wishing You An Enlightened Deepavali
KNOWLEDGE OVER IGNORANCE This year, let us embody the heroes that have invariably stood up against the forces of evil. The pursuance of wisdom is a lifelong battle that we must never forego. Only then can the light of good overcome darkness.
Wishing You An Enlightened Deepavali
Stellar : A Sunway Loyalty Programme A rebranding exercise proposal for Sunway Group’s loyalty programme, Sunway Pals. The proposed loyalty programme’s design was inspired by constellations and sci-fi elements. Each loyalty card were designed to look like an access card to spaceships and futuristic space stations. Cards of different categories were named after constellations of different sizes.
Brand identity proposal for Sunway Pals’ rebranding exercise in 2015
Above: Primary logo for the loyalty programme.
Right: Card categories and their respective constellation motifs for the Stellar loyalty programme cards. Each motif are abstract renditions of the actual shapes of the constellations. Below: Stationery set for the Stellar Loyalty Programme
Damansara City Mall : Identity
Branding identity system for Damansara City Mall. Collaterals include DC Mall’s microsite
Selected Print Designs
Have a Great Time for A Great Cause! In the spirit of Christmas, Petroff Nampapa presents a two-day Christmas carnival in Vientiane. Proceeds from the sales will be in support of the Lao Red Cross Society. Don't miss out on an opportunity to enjoy unlimited fun with your friends and family! In Support of
Lao Red Cross Society
Organiser
13-14 December 2014 10 A.M to 6 P.M Nampapa Phonthan Free Hot Air Balloon Rides • Food & Beverages • Household Electronics & Mobile Equipment Year-End Sale • Free Gifts • Lucky Draws
Poster design for the Christmas Carnival @ Nampapa 2014, held in Laos in support of the Laos Red Cross Society
Official Partners
Above: One of the many flyer designs for Ah Cheng Laksa’s rebranding strategy
Below: Press advertisements for UMLand’s new township, Seri Albion located in Johor Darul Takzim
Residences
A New City Rises in The East
Apartments
www.serialbion.com.my
Lifestyle Boutiques
Business Park
THE CITY THAT GIVES YOU MORE Arrive to where you belong in Seri Albion, a new integrated township in east Iskandar Malaysia where you will finally rise above. Located in a fast growing area where life is in constant acceleration, stay ahead of the curve and allow ventures to thrive in this multifaceted city designed to scale you up on a whole new level. Also strategically situated along the Senai-Desaru Expressway, near the Tanjung Langsat and Pasir Gudang ports, always stay connected in this planned, high growth business and lifestyle community.
Enterprise Up To Speed Official Launch in October 2014. Now OPEN for sale.
Visit www.serialbion.com.my for a glimpse into the city that gives you more.
Another Prestigious Project by:
Another Prestigious Project by:
A Multi-Award Winning Developer:
07-227 1388 www.serialbion.com.my
GPS Coordinate: 1.522917º N 103.926057º W
The information contained herein is subject to change without notification as may be required by the relevant authorities or the developer’s architect and cannot form a part of an offer or contract. Whilst every care has been taken in providing this information, the owner, developer and managers cannot be held liable for variations. All illustration and pictures are artist impressions only. The items are subject to variations, modifications and substitutions as may be recommended by the Company’s Architect and/or relevant Approving Authorities.
Bifold A4 Brochure for the launch of UMLand’s flagship industrial township, Dover Business Park. The brochure was distributed at the launch ceremony
A duotone press advertisement to promote Beats by Dr Dre’s high-end over-the-ear headphones. This student project was printed on newsprint using the industry-standard printing methods to aid students in understanding how print publishing works.
Brochure cover & logotype design for World Ballet Superstar Gala 2014
The prestigious World Ballet Superstar Gala is held annually at the Istana Budaya Kuala Lumpur, featuring hundreds of renowned ballet schools from all over the globe. For the 2o14 edition, the organizers requested for a new logotype, brochure, billboard and branding system to complement the star-studded lineup and internationally-recognized prestigious status.
Italic business cards for HYPERLAB Solutions, 2016
As a relatively unknown tech startup, HYPERLAB Solutions required an edgy, never-seen-before business card design that will spark interests and open conversations when given out at startup gatherings and investment meetings. Enter the italic design — a simple move to align the attention of the receiver to the logotype.
Advertising Campaign Uber : Infamous
TAKE A RIDE ON THE WILD SIDE.
The infamous transportation mobile app company Uber was struggling with recognition of its brand and services in Malaysia. despite being in operation for more than a year as of current. To boost its brand recognition in public, a campaign is scheduled to be launched this year to position itself as the fun and sleek ride home, equivalent to having a personal driver. Media involved in this campaign includes press ads, lift stickers, posters and drink coasters which will be strategically placed at Uber hotspots all over the Klang Valley.
YOU DRINK. WE DRIVE.
front
back Bar coasters bearing a witty message and a play on the intended audience’s vision.
NEED A LIFT?
ILLEGAL. As soon as I hit the Request button, a wave of anxiety falls over me and my palms begin to dampen. I have never done anything like this before. In only a mere six minutes a black Toyota Camry approaches my line of sight, steadying to a halt right outside my house. It’s this unfamiliar breed of precision and efficiency that makes me wonder and almost worry: “What am I getting myself into?” I step in, unsure of what to expect. Unlike the cramped squeaky seats I’m so familiar with, comfort soon gets the better of me. It rushes through my veins and my body sinks heavy. With my legs stretched out and my back snug against the cushion, I let out a sigh of relief — ultimately understanding why people do this. This level of luxury should be illegal.
GUILTY. I must admit; I was desperate and tired. Desperate for a ride as I was late enough yet tired of haggling over and over again for a reasonable charge. I was worn out. Scrambling through my phone out of frustration, I figured enough was enough and resorted to that app I’ve heard so much about. “Here goes nothing.” Pinpointing my exact whereabouts, I immediately put myself in their spotlight. I was now part of a notorious syndicate with just a push of a button. The next thing I knew, a black, sleek vehicle pulls up next to me with the speed and efficiency that was almost criminal. I get in with no questions asked and off we went. Looking back, did I take pleasure in what I did? Would I do it again if given the chance? Did I enjoy taking a ride on the wild side? Guilty as charged.
Copywriting JustAsq : Bradley URL: www.justasq.me JustAsq is a cloud platform for experts, the brainchild of tech startup HYPERLAB Solutions. Its most prominent feature is the chatbots that reside within the platform. Experts are invited to share their knowledge and insights with the chatbots, turning them into the experts’ conversational agents. Consumers can consult these chatbots 24/7, any time of the year.
“Bradley” is JustAsq’s oversight assistant version 2.0. Bradley assists the chatbots and consumers by organizing consumers’ calendars, find experts, connect consumers to live agents and acts as a personal assistant on both ends. To introduce JustAsq’s noteworthy feature to the world, I proposed to the CCO to allow “Bradley” be the face of JustAsq’s official website. Common website elements were stripped away. By doing so, visitors have the opportunity to experience the cloud platform as they would on the JustAsq mobile app while learning about JustAsq by chatting with “Bradley”.
Opposite: JustAsq’s landing page and Bradley’s invitation to a conversation. The chatbot is capable of recognizing text input and responds to the visitor according to the visitor’s decisions.
Above: Bradley lightens up the conversation by sending emojis and quirky messages. The chatbot is also capable of collecting visitors’ contact details. Left: An excerpt of Bradley’s script. Each decision branches out to more than 3 different conversations. Initially handwritten, successing bot scripts were written digitally.
Chatbot Content: Cheria Residences, Tropicana Aman URL: www.tropicanaaman.com.my/phase/phase-3-cheria-residences/ HYPERLAB Solutions implemented a web widget on Cheria Residences’ web page to help enhance the sales and lead conversion rate on their digital presence, particularly through their website. An engaging, friendly sales associate bot was created to inform potential leads about Cheria Residences’ distinctive features and capture contact details for sales unit visits and unit booking.
Chatbot Content: The BIG Box, DPO International URL: www.thebigbox.asia The BIG Box is an online grocer that carries a variety of imported and local snacks and delicacies. An informative and intelligent chatbot was built to explain The BIG Box’s business operations, promotions and product offers, as well as accepting sales enquiries on behalf of human sales associates.
My First Day Of School A Creative Writing Exercise With Szu A selection of creative pieces written under the tutelage of Szu, co-founder and partner of Merdeka LHS. The topic given was “My First Day Of School”. The objective of the exercise commanded an exploration of various storytelling styles.
Version 1 Version 1 is the linear direction of telling the story. The dark grey text was narrated from the protaganist’s perspective when he was younger, while the brown text was narrated from the older protagonist’sperspective. STOP GIVING ME THE MIDDLE FINGER. STOP. GIVING ME. THE MIDDLE FINGER. Why do older kids like to use it? Maybe it meant something to them, maybe it’s fun to them. My thoughts were really loud, I was almost afraid that they would hear it. Thankfully they didn’t, but the discipline teacher did. He walked right up to the older kids who were laughing at me with a thin, half-split
It’s me! Not the guy who wrote the previous page, but the future me. Yes, I totally went back in time to meet thirteen-year-old me to tell him that’s not how to write a compelling story. Time-traveling in literature is supposed to be confusing, so if you are perplexed now, I’m doing it right. Here’s how my first day of school took place.
cane slicing the air. Their middle fingers went flaccid, as the teacher looked them
Thirteen-year-old me was boring, mopey, and makes a horrible main character. He
in the eyes.
was in school for three hours without making a single human interaction! Can you
After the assembly, we were told to go into our classrooms. There were probably
believe that? Stay with me. Fun is coming up.
hundreds and hundreds of people my age here, I haven’t made any friends though.
It’s the first day of school and the teachers conducted an orientation week instead of
When I see so many people at once, at first I get this amazing feeling, because
jumping right into the syllabus of the year. So by the second period after recess, I told
never have I seen so many peers in the same room before. Immediately after that,
the other me, “that’s it, we’re going out for some fun”. I snuck me and the reluctant
it feels overwhelming. Never have I seen so many peers in the same room before.
past me down the hallway. While wandering around the school compound we made
There was a giant clock right above teacher in class. I wonder what has the clock seen before? How many students made eye contact with it in this lifetime? Teacher couldn’t be bothered by its existence, though. She was too busy telling everyone
friends with a group of seniors and skipped classes to hang out with them behind the teachers’ washroom. Kyle brought playing cards, Sebastian brought cigarettes, and Kamal brought some soft drinks. We were pretty loud but no one noticed us.
what not to do in her class throughout this year. She wasn’t even interested about
Games of poker quickly got boring. One thing led to another, we started playing a
telling us what we should do in her class.
game of Truth and Dare. Everyone was pretty fun and knew their limits as we were
I got bored. My stomach was making so much noise, I could barely hear what teacher was saying. At this point, even the moving clouds in the sky was more interesting. What am I gonna eat for recess? I thought. The chocolate croissants I brought would be okay, but a steaming hot bowl of curry noodles sound good, so does a plate of curry puffs and keropok, but nasi lemak is usually tasty too. The loud school bell rung. It was recess. I ate the chocolate croissants i brought, they turned chewy because they’ve gone cold. Just like how that morning was cold. I saw my peers walking past behind me through the corner of my glasses, but I still
in the school compound, so being from the future and free from the school rules, I suggested, “Let’s up the game a little.” A word of advice to any of you reading this who are planning on a time-traveling trip, never ever say that under any circumstances in front of your past self. The truths and dares escalated very quickly from there. From telling truths about where we kept our stash of naughty magazines and dares about drinking soda
don’t know their names. Maybe I should have said Hi to them first.
through our noses, things escalated to truths about disclosing our savings account
The bell rang again. Class was boring again. I know I was shy, but I wish I made
someone from the circle. A decision that changed everything took place; I dared
friends today. I think school can be more interesting when I have friends at last. I
my past self.
wish someone said Hi to me first. The science teacher whom I can’t remember her name yet said that snails are some
numbers and dares to flick another person’s groin. Very soon, it was my turn to dare
“I dare you to sneak into the teachers’ washroom for a smoke.”
of the slowest animals in the world, but I think even snails are faster than the clock.
Everyone went silent. Past me turned a little pale, but I know what the kid’s thinking.
Why does time pass so slowly? Will every day be like this?
teachers’ washroom. A few moments later, we smelled cigarettes and some smoke
Suddenly, I felt a tap on my shoulder.
He stood up, grabbed the lighter and cigarettes from Sebastian, and ran into the from behind the washroom. The rest of us giggled and called past me to come back. Moments later, he ran back to us, but the smoke grew so thick our visions were fogged up. We looked at each other and panicked. That’s the story of how I made thirteen-year-old me set fire to the teachers’ washroom on the first day of school.
Version 2
Version 3
Version 2 condensed the story into a poem and gave the protaganist a name —
The plot of the first two versions were completely
Kyle. Almost every line played on the similar yet different natures of 13-year old
scraped in favor of a more “listicle” approach.
Kyle and older Kyle.
twins A chirp, a glimmer, a drop of sun, Kyle woke up from the loud alarm; Slip, splash, crack and fry,
School bells. Hypocritical prefect pricks. Playing truant. Playing cards at the back of the classroom. Endless memorizing for thoughtless exams. Seriously. Why bother reading 2 pages about my first day of school when I can tell you about it in 10 headlines?
Done with breakfast; shoelaces tied.
The Clueless As Hell Day
A brisk walk, small talks, 4 times around the clock,
5 years of playing sitting duck in every public exam starts here.
School seemed boring on the first day of Form Four;
Get Your Ass Whooped!
“Seniority means nothing, let’s have fun,” Kyle said, Sebastian and Kamal nodded, and off they ran. A coincidence, a resemblance, two new friends,
Unless you comply to the school rules you definitely wouldn’t know on the first day of school.
Kyle and the gang made some new friends;
Wallflower Years
“We’re twins,” they said, unconvincingly,
If you believe that school will be more interesting as the days go by… well, you
They looked uncannily similar to be identical twins.
thought wrong.
Boredom, cigarettes, and balls of steel,
The Bigger The Bag, The Smarter You Are
One thing led to another, a game got too real;
Because your parents didn’t send you to school to be a failure on the first day.
Truth and dare, exchanged glares, The twin gave the other an irrational dare; “I dare you to sneak into the teachers’ washroom for a smoke,” Is something to merely laugh at when said. Ego clouded vision, fun became a mission,
Your Awkward Nerdy Stage of Life Commences Receive complimentary zits and peach fuzz when you enter your pre-pubescent years in any secondary school nationwide. Be the most scrawny bullied kid you can possibly be.
The twin marched to the order, because his twin was supposedly older;
This Boy Showed Up In School For The First Time
A minute, silence, a cloud of smog,
You WON’T BELIEVE WHY the rest is history!
Fucking hell. THE KID TORCHED THE TOILET!
The Adventures of An Entitled Millennial To Be Get good grades. Get popular. Get a date. Because we deserve it.
TITANIC Wouldn’t have sunk as fast as the thought that your good grades won’t matter in 5 years time. Okay. Maybe I’m being unreasonably cynical. Let’s try something lighter for the last 2 headlines:
Dreams Can Come True No matter how good or bad you think you are, this is where the playing field is level. This is where you begin to make it happen.
This Is Your Once In A Lifetime Opportunity. You will never be as innocent, focused, pure and unwavering in life as now. So take heart, and make every day an opportunity to learn what it means to learn.
This portfolio doesn’t end here because as long as I design and make art, it goes on. It’s a journey as life is; I hope you can be a part of this exciting path that I am taking. Contact me because I am definitely up for the job. It’s only going to get more exciting from here on out.
Let’s continue this conversation at mailforjeremyyap@gmail.com