P O R T F O L I O
Portfolio
Dolporn (Kwan) Sereratana
Graphic Design Art Direction Design Strategy
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About Having experienced as a graphic designer and illustrator, I had involved in several projects which required a crafting skill. Then my interest has moved forward into how design can involve in tactical and strategic level. The enthusiasm has brought me to study MA Design Management in the UK where this course has helped me to gain design manager skill with concerning of business perspective. Keening to learn new things, open-mindset and having passionate are my main characteristics. Now I am currently searching for an experience that integrated all of the design levels, from execution to strategic thinking. WORKING EXPEREIENCE
Education Northumbria University MA Design Management Distinction 2016-2017 Srinakharinwirot University Bachelor of Fine Arts, Visual Communication Design Commendation 2011-2014 Language Thai (Native Speaker) English (Medium)
Experience Pomme Chan Intern: assist in Artist’s project and manage for distribution of Artist product. October 2015 – December 2016 Visionary: Illustrator (Full time): Participated with illustration team to create print advertising from agencies’ brief. March 2014 – May 2015 Visionary Intern: assist in print advertising production March 2013 – May 2013 Computer Arts Thailand Intern: Design editorial page inside magazine April 2012 – May 2012
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Editorial Design Computer Arts Thailand Magazine
This typography is designed for the article page in Computer Arts Thailand Issue June 2012. The article collected ten lists of Thai design graduates project in 2012 which titled ‘10 Newwave & Great Fireworks’. My job as an intern at Computer Arts Thailand is to design the word ‘Newwave’. The 2 letters of ‘W’ symbolized the wave of the sea.
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Newwave
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Published o
sult
on issue 36
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Editorial Design Nike History Pocket Book This pocket book is one of a class project that I did during my undergraduate study. The assignment is to create a book on a subject of student’s choice. I chose the history of Nike as a story to my book. The story divided into 3 main chapters which narrated the background of the brand, the logo, and its product. This small book mainly aims to show the aesthetics of typography.
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Exam
mple
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View Full Pocket Book Please click the link below https://issuu.com/kwan07/docs/nike_pocket_book
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Packaging Design Milk Box for the Manhattan Milk Company This design project is one of the packaging design class during my undergraduate study. The brief is to design a package of student’s choice. I chose to design a milk box for the Manhattan Milk Company. Founded in 2007 by Frank Acosta and Matt Marone Manhattan Milk is a “truck to table” milk delivery service based in New York with an idea of recalling the feel of ‘milkman’ back and to put the customer first. The milk box aims to target the middle class and rich group age between 20-30 who enjoy urban life and likely to try new products.
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Packaging Detail
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Illustration Warf Print Advertising During my first year as a full-time illustrator in the advertising company, Visionary, I had joined with the illustration team in creating a print advertising. One of the prints was WARF created by Creative Juice Bangkok agency. The advertisement illustrated the story of a scientist who attempted to create two extinct species; a Tasmanian and a Dodo. Despite the successful creation, the animals are still getting endangered. This print-campaign aims to inform the issue of animal cruelty and to inform the public to stop the loop of animal extinction. My job was to sketch the characters and image sequences of the scientist’s story. Then the sketch had transferred to painters to color the illustration and eventually returned to the illustration team to finalize the artwork.
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All sketches were drawn by me
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Painting process were done by freelance artist and finalized by the illustartion team
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All sketch drawn by illustrati
hes were y me and ion team
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Painting process were done by freelance artist and finalized by the illustartion team
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Res
sult
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Illustration Advertising Newspaper Another project from the same company that I had joined with the illustration team is the illustration of a cover for Advertising Newspaper Issue 19 (Singha Soda Issue). This newspaper is free-copies that informed Thai readers about the advertising industry and creative advertising, published by the company that I worked in (Visionary). For this issue, Boon Rawd Brewery Company, Thailand’s notably brewery, had collaborated with Visionary to create a workshop titled ‘Sparkling Idea Generation by Singha Soda (one of product from Boon Rod)’ that provide a short course for undergraduate students in creating a print advertising. The detail of the workshop then been published in a newspaper and became the Singha Soda Issue.
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Directed by Chutivat Cherdchoo, Editor-in-Chief of the Advertising Newspaper, he added the function to the newspaper cover to be able to connect in 4 dimensions, therefore, to create an unending shape of a soda bottle by design the structure of the cover. Afterwards, Thanakrit Sathirapinitkul, Head of Illustration, chose the dot-drawing techniques for the cover in order to symbolized the bubbled of the sparkling water, Singha Soda. The artwork was dotted by using the 0.5 Pigma micro pen in almost A0 size and narrated ultimate stories such as the space war, the game of extreme sports or the madness of the gigantic waves of an ocean. My job was assisted in sketching, dotting and finalized the cover with the illustration team.
Chutivat Cherdchoo Editor-in-Chief Advertising Newsp Creative Director and Chief Visiona
paper ary
Thanakrit Sathirapinitkul Head of Illustration Visionary
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Process
Result
Detail
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A Seamless Newspaper Cover
Award
The Advertising Newspaper Issue 19 (Singha Soda Issue) was awarded a silver winner for use of illustration from London International Awards (LIA) in 2015
Source
https://www.liaawards.com/press/press_archive/2015/press_article.cfm?press_ id=583&start=41
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Illustration Miscellaneous I love drawing since I was young. Most of my childhood playtime was ended up with myself drew pictures in a sketchbook. Therefore, when I grew up and attended university to study graphic design, illustration is my favorite topic. The next set of illustrations are an artwork that I did in the past few years, some are my personal project, some was drawn for exhibition showcase and some was commissioned by clients.
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Personal Work
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Illustration for Exhibition
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Commiss
sion Work
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Personal Work
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Commiss
sion Work
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Personal Work
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Personal Work
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Personal Work
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Packaging Design The Alphabet Card After completed one year of experience as a full-time illustrator, I got an internship with Thai illustrator, Pomme Chan. One of a project that I assisted was the packaging of the alphabet card. This collection of cards is a set of illustrations depicted objects and animals that refers to each alphabet drawn by Pomme Chan.
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Visit Pomme Chan’s Work http://www.pommechan.com
Pomme Chan (Tachamapan Chanchamrassang) Illustrator & Creative Director Happy Pomme Studio Co.,Ltd
Pomme Chan or known as Tachamapan Chanchamrassang, is a Thai illustrator whose work has been known internationally and has been working for notable clients such as Urban Outfitters, Adidas, Oscars and many more (currently, she is a representative of Levine/Leavitt and Kombinatrotweiss) In 2015, she drawn a set of English alphabet card for her personal project and want to make a card box for her illustration. My job was to assist in creating a card box and logo for the card set.
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Logo Develop
Briefed by Pomme Chan, the idea of the logo is a combination of a-z alphabets as the card is a set of English letters. She wants a decorative look to be added to the logo, therefore, I had designed the logo by added some ornamental elements.
pment Process
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The Ca
Front
ard Box
Back
As the logo had finalized in a decorative style, the packaging followed the same art direction as the logo. The card box used Burano Black 420g
stamped with rose gold foil. Currently, the card box is sold commercially under Pomme Chan’s product line.
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Packaging Detail
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Packaging Design 9number1 Wax Liquid Car Wax This is a repackaging project that I designed for liquid car wax retailer company in Thailand, ‘9number1 wax’. Founded in 2008 by Nine Number One company, the product mainly targets Thai customers with a promise of good quality of car wax. In 2016, the company wants to recreate a new image of the product by aiming to add vintage and contemporary style into the packaging. The product mainly focuses on men customers and this new design attempt to be collectible.
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Lable on the Box
Lable on the Bottle
The Old Packaging
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Sketching
Selected Sketch
g Process
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The New Packaging 01 The Box
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The New Packaging 02 The Bottle
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Packaging Design & Identity Lola Lashes This class work project is part of a module articulating design value in design management study. The brief was to rebrand the British false eyelashes brand ‘Lola Lashes’. The project was collaborated by all of the students in design management class.
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Founded by Amanda Patterson, Lola Lashes is a British false eyelash seller that provides a high quality and handcraft of strip lashes. However, the brand did not receive a good response from customers, therefore, became the brief for students to rebrand the small business. My part was to redesign the corporate identity by designing a new logo, package and art direction for the brand.
Amanda Patterson Founder Lola Lashes
The Old Identity & Packaging Before Rebranding
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Formu Art Dir Boudoir
+ This mood board created by my classmate
The founder’s brief is to positioning Lola Lashes to be a luxury brand that provides high-quality strip lashes with an image of a retro look. Throughout brainstorming of students, the team formulated the
art direction of the brand to be a result of the blending between a soft delicate feminine look, ‘Boudoir’, and a geometric art deco, in order to create a unique appearance.
ulating rection
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Art Deco
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Designing the Logo
LOLA LASHES
Concept
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Final logo
For my role to design the logo, it is a combination of a curve shape of eyelashes and calligraphy. Based on the blended-art direction that the team formulated, I attempted to design the logo to look delicate but also structural by added a swirl to the sans-serif typeface.
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Brand Visual Identity
Afterwards, I designed the brand visual identity. The brand color mainly consists of pastel pink contrast with soft black to represents a feminine, luxury image. Two typefaces were chosen to represent luxury, the serif Didot Regular, and the sans-serif Gill Sans. The Didot meant to use for headings and the Gill Sans aimed to use for a reading text.
Typeface Didot Regular
Aa Bb Cc Lola Lashes Buy Luxury Strip Lashes Gill Sans
Aa Bb Cc We have a beautiful and varied set of strip lashes available either in our salon or through purchasing through our online shop. Here at Lola Lashes we strive to build confidence and encourage new career opportunities within the eyelash industry.
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Packaging Design The Sunrise Collection
The Sunset Collection
For the packaging, I had designed into two formats based on two main collections of eyelashes; sunrise collection and sunset collection. The sunrise collection using a straight line to symbolize the aurora of the sun while the sunset collection using graphics to depict the constellation. The packaging would use a hard-black textured paper stamped with rose gold foil.
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Packaging Detail
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Using the new logo as a facebook profile photo
Using a clear background to enhance a clear sight on product
Advertisement Facebook before redesign
Facebook after redesign
Currently, the brand advertises itself on Facebook and Instagram. I tried to formulated the art direction of the advertisement by sketched the overall layout through retouching techniques in Photoshop (these advertisements are not in real process but to be an example for the founder to understand) I suggested the brand to photoshoot the product on a clear background with pink color in order to create a modern-luxury image. The copywriting was created by the team and used serif fonts to presents a feminine look.
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Advertisement
Instagram before redesign
Instagram after redesign
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Design Strategy Leaf.fm: A Case Study On semester two of design management study, the assignment was to write a strategy report on a company of student’s choice by providing a future direction for the organization through using design, design thinking, and innovation. I chose Leaf.fm, a startup company as my case study. VIEW FULL CASE STUDY
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About Leaf.fm Leaf.fm is a music application for the young generation founded by Gilbert Corrales. The application provides music video from YouTube which users can follow their favorite artists or create their own playlists. Users can also search the trending playlist through a search engine or through asking personal assistant music buddy. This Costa Rica based startup is highly popular in Latin America and now has expanded to the UK. Currently, Leaf.fm provided service for 187 countries with 370,000 engagements of users.
See also
https://www.leafmusic.com https://developers.facebook.com/cas https://angel.co/leaf-fm
Gilbert Corrales CEO Leaf.fm
se-studies/leaffm/
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Current App Features
Exploring Music & Artist Currently, Leaf.fm serves customers with 4 main features. Firstly, users can discover wide ranges of music (such as pop, hip-hop or rock) or choose from the music playlist according to their mood (such as love, passion) as shown on the explore page. Then
they can tap into each artist page to play particular song of the artist where they can be able to share the song chosen on social media. Additionally, the artist page allows users to purchase the song if they want to download it.
Artist Page
Purchasing Feature
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Current App Features
Search Engine Secondly, the music app provides search engine where users can type in the song or artist directly. Another special feature of the music app is the music personal buddy which allows users to ask for recommendation through chat box. Finally, users can create their own music video playlist.
Personal Music Buddy
Cuztomize Music Video Playlist
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Company Analysis The strategy report consists of 3 main parts;company analysis, future direction, and implementation. (However, some part of the company analysis may unable to preview in this portfolio due to the confidentiality) The company analysis uses analysis tool such as the Porter’s Five Forces Framework, competitive analysis, competitive strategy, Ansoff Metrix and SWOT analysis.
+ Hig
+ High m different f
+ Good
By using SWOT analysis (Johnson et al, 2011) to identify the strategic options of Leaf.fm., it could conclude that the company has opportunities to create viable options for future business development.
The Full Report
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DE 7007 STRATEGY CASE STUDY ANALYSIS
LEAF.FM Kwan Sereratana w16030451 MA Design Management Northumbria University 2 May 2017
Clink this link to view full analysis: https://issuu.com/kwan07/docs/cs_analysis_a4_issue
+ Ability velopme
SWOT Analysis
STRENGTH
WEAKNESS
gh acquisition of users download in Latin America market positioning by offers main service form competitors (provide music videos + Product issues complaint by customers such as low buffering of video etc. from YouTube) d profile of company that could attract the investors
OPPORTUNITIES
THREAT
ort from investors and startup commu+ The high competitive rivalry of music streamnities ing industry. y to create viable options for product de- + The uncertainty of copyrights regulations which could has been changed in the future. ent and improve internal environment
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NOW
KNOWLEDGE ECONOMY EXPERIENCE ECONOMY MARKET-DRIVEN INNOVATION & TECHNOLOGY-DRIVEN INNOVATION (70 %)
DESIGN-DRIVEN INNOVATION (10%)
TECHNOLOGY EPIPHANY
BLUE OCEAN STRATEGY (20%)
Future Direction Using business and design strategy to analyzed and offered options for the company, I had proposed the future direction for Leaf.fm by advice the startup to use design process in both experience economy; using user-centric approach and brand strategy, and knowledge economy; connect to users to create a community that allow users to share knowledge of the product.
The company could use three main innovations to drive the enterprise by input effort in different amounts. 70% for using market-driven innovation & technology-driven innovation, 20% for using blue ocean strategy to find a new market and 10% for using design-driven innovation to find technology epiphany.
FUTURE
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Have you ever feel the album cover is an art piece that sometimes you want to keep it as collections? Have you ever had the music artist where you find they are your role model of fashion/ lifestyle?
Have you ever heard the song that reminds of your past experience?
Have you ever listen to a song that you feel the song is describe your life/your current situation?
Have you ever feel you want to review your favorite song to someone?
Have you ever want to hear the latest news from your favorite artists such as their latest album release, their upcoming concert/ event?
Questions in the Survey
Implementation Using design thinking to provide an implementation in short, medium and long-term for Leaf.fm, I tried to identify user’s needs to improve the music application through mind mapping and conducted a survey of 40+ respondents. The results had shown customer’s insight that led to an improvement of the application.
Have you ever trying to recall songs/artists from your memories but sometimes forgot the name of that songs/artists?
Have you ever try to search a song that you heard but you can't remember/don't know the name of that song?
Have you ever want to purchase products from your favorite artists?
Have you ever want to know the lyric of the song you are listening to?
Have you ever want to listen to song that your favorite artist recommend/listen to?
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Tap the Lyric Feature
Adding Lyric Feature
The lyric feature has been added as the survey concluded 93.5% of participants want to know the lyrics of the song they are listening to. Additionally, in the future, the lyric could improve to view in a karaoke mode.
View as Karaoke Mode
93.5%
of participants want to know the lyrics of the song they are listening to
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Improve Music Search Engine The survey also showed that 97.8% of participants try to search for the song without know the name of the song while 95.7% try to recall the song and artist from their memories although hardly to remember the name of song/artist. Therefore, the new feature of the music application is to provide music search engine with filter search and audio search.
97.8% try to search for the song without know the name of the song
95.7% try to recall the song and artist although hardly to remember it
With more filter to inc searching optimizati
crease ion
Using audio search by scan the sound
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Provide Latest News From Favorite Artists According to the survey, 54.3% of participants want to receive latest news/events from their favorite artist while 32.6% said they might want to. This could be an opportunity for Leaf.fm to provide news and update from the artist by include ‘update’ menu in the music app. Users could follow their favorite artist by receiving notifications. In the future, there could be purchasing activities (concert tickets, artist product) within the music app.
54.3% 32.6% want to receive latest news/events from their favorite artist
said they might want to
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Landscape
Electronic Shade
Introduce Music Video Genre Another product development is to add a new category of music based on the style of music video. As Leaf.fm unique selling point is to provide a music video browse from YouTube to music fans, introducing a music video genre could serve the target group’s behavior that enjoys watching a music video.
Conceptual
Animation
Shown the genre on explore page
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Music Innovation
Future improvement for the company when it has transformed into a bigger organization is to put an effort in music innovation. For example, one of feature that company could provide is the ‘safe mode’, a service that informs for security purpose to users who got earphones while traveling.
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Discover New Playlist Using blue ocean strategy to find a new market, another segment that engages in music apart from music fans is shops and retailers who are using music for creating shop’s atmosphere. Therefore, the music app could provide a music playlist for that target group.
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Launch Online Community Another suggestion for Leaf.fm is to launch online community where users can share their knowledge and content on music or using this platform to address product issues.
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NOW 1-2 months
1 year
2 years
LONG TERM MEDUIM TERM SHORT TERM
MARKET/TECHNOLOGY DRIVEN INNOVATION (70%)
DESIGN-DRIVEN INNOVATION (10%) BLUE OCEAN STRATEGY (20%)
KNOWLEDGE ECONOMY EXPERIENCE ECONOMY
Conclusion Arranging implementation into short/medium/long term, the product development could be described as a list below. 1.) Short term: 1-2 months 1.a) Expand playlist for store (Market Development) 2.) Medium term: 1 year 2.a) Introduce music video genre: offer another new playlist base on the style/art direction of music video. 2.b) Adding lyric feature: 3.b) Provide music search engine: with more filter search 4.b) Launch online community: prepare for knowledge economy and for design-driven innovation. Starting to search for technology epiphany, which could expand to long term depends on work progress of team
3.) Long term: 2 years: 3.a) Develop search engine: provide with voice scan feature 3.b) Provide latest news from favorite artists and input ticket buying channel and merchandise within app. More than 3 years: 3.c) Music innovation: providing safe mode feature
FUTURE More than 3 years
TECHNOLOGY EPIPHANY
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View Full Case Study
Clink this link to view full analysis: https://issuu.com/kwan07/docs/cs_analysis_a4_issue
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Design Strategy The Start-up Impact Framework A Final Thesis This framework is part of my final thesis of master design management study, which titled ‘How could design thinking help start-up to create impact?’ The thesis aims to create a framework for a start-up to evaluate the impact of its business and exploring the possibility of design thinking as a tool in the framework.
VIEW FULL THESIS
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Exploring the Problem Space Using a mind map to framing a research problem, initially I explored around the correlation of startup and disruptive innovation. Then I focus on the impact of start-up and defined the research topic.
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Framing the Problem There is evidence shown that some start-up receives negative returns due to the impact of its business such as, Uber, who reported to lose billions of revenues in negotiation with government (references: Startups need to ‘stop disrupting and start innovating’. Available at: http://www.wired.co.uk/article/ startups-disrupt-disruption) That’s why it is important for a start-up to know the impact that they are about to create and to ensure that they would receive a positive return. Therefore the problem statement led to the intention of this thesis to generate the framework for a start-up to evaluate the impact of its business. Additionally, design thinking raises possibility as a tool to assist in the framework, thus, the thesis also exploring how design thinking could help start-up to create impact.
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Dr. Mersha Aftab Puente Senior Lecturer in Innovation Northumbria University
ESPA Impact Framework http://www.espa.ac.uk/files/espa/ ESPA_Impact_Framework.pdf
Larry Brand
Pragmatic Johns ‘Exploring S
SAFe Criteria https://www.caycon.com/what-kills-startups.php
Philip Monster Driven Innovator Ydo Bay
c Risk Management son, G.,et al (2014) Straegy: Text and Cases’
Selecting References & Participants The framework was formed up by adapting from academic literature included the ESPA impact framework, the SAFe Criteria and Pragmatic Risk Management, and an interview with design innovation consultant.
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Design Thinking
Conceptualizing Impact
2 Create Business Model
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5 Monitoring Reporting
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Implem
Evaluating Impact
ment
The Result The findings suggest that design thinking could be a tool to help start-up understand and create an impact by bringing human perspectives or a holistic approach. Finally, the framework had been generated which is an iterative cycle of 5 steps; 1.) Create business model 2.) Conceptualizing impact 3.) Evaluating Impact 4.) Implement 5.) Monitoring & reporting
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Assessment 01 Change Enabler
02 Risk
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Stimulate Change Name 1
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Name 2
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Name 1
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Risk Consequence
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Competitor
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Prevent Change
Environment
Markets Industry The macro-environment
03 Returns
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Government & Non-government organizations: Does the impact may causes firms to invest in lobbying regulation? Low/Med/High
Startup: Does the impact may profitable to business? Low/Med/High
Stockholder: Does the impact return profiits to stockholders?
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akeholder’s Satisfaction +
Non Market Stakeholders 1
Communities
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General Publics
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Business Support Group
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Media
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Non-Governmental Organization
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Governments
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Market Stakeholders 1
Customers
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Suppliers
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Creditors
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Stockholders
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Distributor/wholesailers/retailers
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Employees
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The Result There are 4 assessments to evaluate the impact: 1.) Evaluate the level of change enabler power 2.) Identify risk factor from change scenario 3.) Identify returns of business 4.) Identify stakeholder’s satisfaction
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View Full Thesis For full thesis please click the link below https://issuu.com/kwan07/docs/thesis_issue_59141014620246
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View on Website
Click the link to visit: https://kwansereratana.wixsite.com/startupimpact
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Contact
Contact Email kwan.sereratana@gmail.com
Linkedin linkedin.com/in/kwansereratana Telephone +66(0)87 221 8974 (Thailand)
Or to know me better Facebook https://www.facebook.com/kwan07 Pinterest https://www.pinterest.com/kwansereratana/ Spotify Username: Kwan Sereratana