WOW
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About Actually, this portfolio is not just about my works, but also me. Please follow my steps.
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- Printing
- Video
- Photography
- Product design
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06 - 13
Lindt Excellence Intense Orange Dark Chocolate
14 - 19
Stay hungry, Stay foolish
20 - 29
SuZhou Embroidary Promotion
30 - 35
What will we lose If the world without Advertising?
36 - 41
The Flash
42 - 47
Without dream, salted fish goes to school by bus
48 - 51
Worker Dairy
52 - 55
Lolly Pop Opening
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Sometime, people buy food may not cause of the flavour, but the value.
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Individual work
Advertisiment
Process
Lindt Excellence Intense Orange Dark Chocolate / Magazine advertisement In this project, I am promoting the Lindt Ecellence Intense orange Dark Chocolate in the Magazine page. In this work, I had did a client report before I thinking about the idea. It was a good experience because I had no this experience before. This made me know more about the advertising process. Advertisement is not just an art work, it is based on suffient research work and also understand the need of the market and audience.
Client
Target audience People who aged around 28- 35 in middle or high-income level.
“Fill your life with ornage� is the concept in this campaign. The concept want to stand out the strong orange flavour and also present the Lindt branding in a elegant way.
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Final product
1 - Fill your tie
Lindt Excellence Intense Orange Dark Chocolate
Magazine advertisement
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Final product
2 - Fill your lamp
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Final product
3 - Fill your high heel
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Development - Research At first, we formed a gourp of 4 to do the research. We found out the background, target audience, competitors information, ect. Then, we made a questionnaire for collecting the audience opinions as reference.
100 80 60 40 20 0
Which flavor will you choose?
50 40 30 20
Most of the interviewees had tried Lindt chocolate as the taste is suitable for them, suitable pricing, and good taste in packaging.
10 0
Which brand of chocolate
Lindt Excellence Intense Orange Dark Chocolate
Magazine advertisement
you always eat?
Which grade of the impression of Lindt will you give?
They, however, have no impact on and never try Excellent intense orange chocolate. They did not see any similar product in market. They would not introduce and would not buy the Lindt Excellent intense orange chocolate. In conclude, the branding of Lindt & SprĂźngli is developing in Hong Kong. Some special product, like Excellent intense orange chocolate, is not famous in Hong Kong.
Do you think Lint’s products are unique?
Also, we found out the competitor related information as reference. It can let us plan the strategy.
Have you try Lindt Excellence Intense Orange chocolate?
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Development - Idea sketches
Development - Layout testing I chose two ideas for the further development. the upper one is put the target group stuffs around the chocolate to show the product is suitable for the meddle class or upper class. The another one is fill the orange color with the chocolate. The focus point is on the intense orange flavour.
Final output
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Before I learn what is design, I need to know who am I...
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Individual work
Self study
Process
Stay hungry Stay foolish / Self study project
In this project, I needed to find a sign to represent me. I chose pig as my sign because my nick name is “Mcdull”, who is a local cartoon pig character, and his personality is similar to me. Also, I needed to present a positive message in the poster. In the process, I did some designer research and also typeface research. It was enhanced my design knowledge.
The message I want to present in this design is the learning attitude. I believe “Stay hungry, Stay foolish” is a good attitude during learning. “Stay hungry” means to keep looking for new things and know edge. “Stay foolish” means to keep learning and don’t think that you’ve attained all knowledge.
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Final outcome
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Design concept
Stay hungry Stay foolish
Self study project
During the exibition
I want to make some tricky points to make the poster more attractive. So I didn’t use the original sentence to show my message. I just chose two words to represent it. One is “Stupid” and the other one is “Hungry”. Also, I added two short sentences on/under these two words to explain the meaning.
As I chose pig as the image to represent me, you can see the main image in this poster is a pig silhouette. Then I use silhouette of different thing to represent the concept of everything. These silhouettes are connecting to the head of the pig silhouette by lines. All of them are face to the pig. This represents that they are moving into the pig’s brain and it means the pig try to learn everything. The lines with diferent colors means learning is interesting.
In term of visual style, the i age I used was graphic style rather than hand draw style. I used silhouettes graphic with a sharp yellow background to show a fresh and vivid visual effect. The main image, pig silhouette is put in the center position. It can attract the audience at first. As the eye flow of people is always form up to down. So I put the word “ Stupid” at the top and “Hu gry” at the bottom. Audience will read the word “Stupid”, then “Hungry”.
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Development - Idea sketches
Development - Layout testing
Finalize the layout Finally, I combined these two layouts to create the final layout, I used the upper one presentation method and the color scheme and caption of the lower one.
After this project, I am really happy to see the output poster. This is the first corridor show for me. Also, I learnt what kind of detail I need to concern during design a poster. It is not easy job for design a meaningful poster with great graphic. Tis learning experience was helpd me doing the better works in the further design works.
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We live with culture. We study in culture.
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Cultural study
Process
SuZhou Embroidary Promotion / Study trip project In 2013 winter, I joined a East China study trip which is a design culture study. I was in a group of 5. In the whole project, we seperated in three part, before trip, during trip and post trip. We had did the research, joined the workshops in the before trip stage. Then, we had site visit and interview in the trip. When we came back, we tried to think out the related cultural design product ideas and further develomemnt based on the research. Finally, we created a set of souvenirs to promot SuZhou Embroidary.
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Before trip In stead of research, I had also tried the oil printing and watercolor painting workshop,.I think a good designer should always touch different of things, not just stay in font of the computer. The research, itineary planing and expected outcome reference.
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Before trip
SuZhou Embroidary Promotion
Study trip project
During the trip, I mainly focus on the site visit and interviews. The founding was different from our expectation.
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Post trip After the trip, we got back to the basic. We tried to do the mind maps and tidy up the information we found. We tried to found out the purpose and characteristics of SuZhou embroidery. We stopped thinking the final outcome. It was let us thining the topic more deeply.
Then, we found that SuZhou embroidery is now as a art work. However, it means the relationship between it and SuZhou people/ SuZhou are becoming weak. People don’t think their relationship is very close and cannot be sepe ated. So we started to think about how to let people know SuZhou embroidery is a part of SuZhou culture, not just an art work.
精 細 雅 潔 These four words are reprsented SuZhou embrodery. First two mean the detailed technic and second two mean the elegant art style. We found that these four words are related to the SuZhou culture. Then, we started to found out the related stories of the culture.
26 Postcard pictures
Final product
SuZhou Embroidary Promotion
Study trip project
As we choose the visitors as the target audience, so we used souvenirs as the way to promote the message. We developed 4 kinds of outcomes: 1. Postcard 2. Tea bag 3. Watch 4. SuZhou map
I was responsible for three postcards picture design and the tea bag layout design. Also, the caption parts.
Tea bag layout design
Postcard layout design
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Postcard The chinese captions are talking about the stories behind SuZhou embroidary.
最早的蘇繡只是女紅，待嫁閨中少女的 細活，母教女、嫂教姑，代代相傳。
明清兩朝時，吳門畫派的畫師將山水畫 引入到蘇繡當中，開始了書生畫稿繡娘 繡畫的景象，蘇繡從此登上大雅之堂。
仿真繡始創人沈壽於晚年雖婉拒傾慕她 的知己張謇，但還是剪下長髮，繡出張 謇的手跡“謙亭＂二字相贈……
現代著名繡娘鄒英姿參考母親納鞋底的 方法，創造了滴滴針法，以此來表達對 母親的感激及隱含“滴水之恩、涌泉相 報＂的寓意。
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SuZhou Embroidary Promotion
Study trip project
Tea bag The tea bags are used “碧螺春＂because it is one of the famous tea in SuZhou and the cha acteristic is similar as SuZhou embroidery: “雅潔＂.Also, the packages are designed to show the eight characteristics of SuZHou embroidery. They are:”平，齊，細，密，勻，順，和，光＂.
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Watch These watches are presented the SuZhou girls creating the embroidery for their marriage and it is the reason why SuZhou embroidery became “精細＂.
The packages have a caption: 一針一線，一分一秒，一心一意.
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Without food, you will Die; Without water, you will Die; Without advertising, it is Fine, um...maybe...
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Group work
Competition
Execution
What will we lose if the world without advertising? / 4As Student Award 2013 Background
Background
Ads has become our everyday life What would the world be without ads ?
The general public, preferably not in the industry
Task
Tone & Manner
To acknowledge the ad industry & research on its impact & contributions in the ordinary people’s life.
Serious, monotonous.
33 Photo shooting
Insight Advertisement created a lots of brand and product image. People can know the difference of different company form advertisement. If the without it, people may lose the way to know the market. Moreover, the campanies may lose their unique characteristics.
Layout testing
﹐
廣告
如果世界沒有了
The world without advertising
What will we lose if the world without advertising?
4As Student Award 2013
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Final outcome
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Execution
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Disney brings the happiness to childhood because they have great story tellers.
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Concept director
Theme park concept
The Flash / 2013 Disney Imagination Competition We formed a group as 4 and joined this competition, we design a brand new park concept for Disney. Finally, we could get in the finals. This is a new experience that so different from the design works i did before. Oru team is called” Magical Flash Back” and our concept park is named “ The Flash”.
To raise memories for being kids, to build confidence from stories, to follow dreams with flash back moments
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We also made a model for the park!
Entrance - Visitors can see the big Luxo Sr. building when they get in the park.
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In this competition, I was responisble for the concept part, such as the park concept, story, facilities concept.
The Flash
2013 Disney Imagination Competition
Park concept The main concept of our park is “Move”. The concept is inspired by the short 3D animation, Luxo Jr., which was produced by Pixar Animation Studios. Luxo Jr. always presents in the beginnings of the Disney animation which is a desk lamp. In the short animation, Luxo Jr. jump on to a small ball all the time and and it is the inspiration of our main concept “ Move”. All tourism can “move” together to become energetic and get hyper through the amazing experience in our park. As Luxo Jr. is the main character, tourism can experience a exciting journey between lighting and shadow!
Basically, our park floor plan design is based on the shape of the lamp - Luxo Jr. Before the entrance to our park, there is an avenue to show the audience about the Disney history. When people go into the park, we put our gigantic Luxo Sr. in the centre of our park. Around the huge lamp in the middle, different attractions are planned for the visitors to enjoy.
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Environment and Staffs Night parade is the unique activity in Disneyland. It will carry out the show under lighting effects of Luxo Sr..Desk lamp fairies, bad desk lamps, Luxo Jr. and Luxo Sr. will singing and dancing in the parade. Nevertheless, parade will play around with the lamps with hold in tourists’ hands. At the end , all staffs will invite tourists dancing together and share this great moment with everyone. Let’s dancing and getting hyper!
Glasses Lampshape
Luxo 4D Here, you mission is to the partner of Jr, giving him different hints and directions, to get rid of the attention of the old lamps and of corse save Sr. Also, you have to help repairing the old lamp, turning them away from evil. To come up with a happy ending at the end!
Luxo Sr. The big Luxo Sr. is the landmark of our park. It is in the centre of the park and you will see it at first when they enter the park. Tourists can buy souvenirs in the Big Luxo Sr.. Moreover, Luxo Sr. will present a wonderful lighting show with night parade. Tourists can be dancing between lighting and shadow with desk lamp fairies, bad desk lamps, Luxo Jr. and Luxo Sr.. It’s a party time for everyone!
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What wakes me up every morning is not the clock, but my dream!
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Individual work
Typography
Internet culture
Without dream, salted fish goes to school by bus / Typographic Anatomy Font used
Details
Baskerville
The upper part is described the outside area of the letters. The lower part is described the diferent characters of the letters. Red parts are pointing out the details of the typographic.
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Typographic Anatomy
Baskerville
Without dream, body width
cap line
x-height
mean line
base line
character width
descent line
cap height
leading
ascender height
point size
descender height
salted fish goes to school by bus. ascender
stem
ligature
terminal
blateral serif
eye
crossbar
spur
descender
axis
stress
spine
bowl
bracket
head serif
tail
open counter
closed counter
beak
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Before works Before the anatomy poster, I did some works about the calligraphy, icon, and grip balacing. These pratise made me understand the grip concept and also the use of font.
Logotype design
Without dream, salted fish goes to school by bus
Typographic Anatomy
d
o m et L !
Logotype design
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Typo montage
Headphone icon design
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Do you want some unexpected things happen to break your boring life?
50 Individual work
Editor
Director
Worker Dairy / Video project 打
工仔 日
Story
Principle
The chief actor is just a normal people who is a fresh grad and work from 9am to 5pm. His live is only working and sleeping. It is a boring live just like many Hong Kong people. One day, he met a girl, then his life was lighted up by her. He want to meet her again and ask for being friend. However...
I used some special video principle in this short movie. Montage and flash back are using in it. The montage was used during the flower scene. The flash back was used during the boy thinking about the girl.
Youtube link
Time
https://www.youtube.com/watch?v=8UysfwgEUbw&feature=player_embedded
05:41
QR code link
記
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Characters The chief actor
The young girl
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Well begun is half done.
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Editor
Motion graphic
Lolly Pop Opening / Singing Contest Promotion
Story
Time
The chief actor is just a normal people who is a fresh grad and work from 9am to 5pm. His live is only working and sleeping. It is a boring live just like many Hong Kong people. One day, he met a girl, then his life was lighted up by her. He want to meet her again and ask for being friend. However...
01:08
Type Motion graphic
QR code link
Youtube link https://www.youtube.com/watch?v=zZZv8Z-wQi4&feature=youtu.be
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Thanks for your time!