2013-2015

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Table of content Selection from 03.2013 to 2014 Advertising

· Europe Watch Company Thematic Advertising · Puyi Thematic Advertising · Clerc Thematic Advertising Refreshment

Retails Promotional Graphics

· Puyi Optical · Europe Watch Company · Press Day 2014

Corporate Identity Design

· Point De Vue · The Vault · OO Shop

Design Strategy

· Glasstique Eyewear · Mauki · Silverling

Exhibition Graphics

· Karen Walker Event

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Europe Watch Company Thematic Advertising Campaign Client: Europe Watch Company Background: Europe Watch Company is a watch retailer, an authorized dealer for more than 40 international brands, showcasing both classic names and labels from independent watchmakers. From quintessential brands like Rolex, Patek Phillippe, and Cartier to avant-garde names like Richard Mille and MB&F, the selection is a seamless blend of luxury and innovation.

Europe Watch Company is opening a flagship store in TST east, consists of 3 duplex stores along Mody Road. From luxurious and elegant to stylish and energetic, each of the duplex stores has its own character.

Aims and Objectives: Our core marketing objective is to build the brand name of EWC and to promote the flagship store as the landmark of TST east, an all-in-one hub/ one-stop shop for timepiece enthusiast.

Target Audiences: · Tourists from Mainland · High spending timepiece lovers and collectors Delivables: · Advertising Strategy · Main Visual · Print Advertising · Tagline Copywriting · Event Proposing Remarks: · This project works with TURN agency

Concept Development: Since EWC will establish 3 flagship store in TST East, covers all major brand and selected brands for watch collectors, we are trying to make TST East as Watches landmark!

Clock tower can be the object for metaphor, it can represent a location.

Although clock towers are today mostly admired for their aesthetics, they once served an important purpose, presenting time. Before the middle of the twentieth century, most people did not have watches.

Some clocks’ towers are famously known landmarks. Five of the best-known are Elizabeth Tower built in 1859, which houses the Great Bell (generally known as Big Ben) in London, the Rajabai Tower in Mumbai.

clock refresh and illustration style sketch 1

Idea Development:

Execution: After the clock tower agreed, different style have been tried, including handdraw illustation, computer rendering, or suggesting celebraties painter involoving the project for making the biggest noise.

Here comes the main visual.

Adaptions:

Corporate Brochure:

Puyi Optical Thematic Advertising Campaign Client: Puyi Optical Background: In 2001 Puyi Optical redefine eyewear in Asia. Before then, glasses were considered more of a necessity. But Puyi would usher in the high-end optical market.

“Why is eyewear purely functional when it can also be the most prominent accessory of expression?” With that spark of inspiration, the Puyi journey began and since then we have been in constant pursuit of “the prestige of an experience”. Along the way, we created an ethos which has come to underline everything we do - Anticipate, Aspire and Inspire.

Over time, what was once seen as luxury became necessity for the fashionable, and today the Puyi Group has developed Asia’s most groundbreaking collection of eyewear boutiques.

Aims and Objectives: After 10 years anniversary, Puyi Optical propose a upsell strategy with online and offline advertising to the market. They would like to propose the new thematic visual widely use in different media, capturing audience attentions.

Target Audiences: · Tourists from Mainland · High spending customers Delivables: · Main Visual · Print Advertising · Outdoor Billboard · Stationary Items

Visual Research: We found that puyi works a lot of advertising, however, it lacks of own identity visual images, most of them are sponsorship or product / multi brand advertising with putting logo to recall audience impression.

The unique item - the antique glasses, which is the story symbol to present hertiage, luxury and optical brand, so in 10th anniversity, it creates a special presentation, re-inforce the old and new treatment of the icon.

Outcome: For the new visual consideration, the puyi iconic should be kept in the context, but presenting in an elegant, prestiage with historial value. So we visit the shop and finding the possible elements for brain storming, finally found that the decoration item - wall paper inside the display shelf is a very presentable with fit the tone and manner which we want.

Finally became the main visual with photo retouching.

Left: Outdoor Billboard, Upper: Print Advertising, Map Card and Premium

Clerc Thematic Advertising Refreshment Client: Europe Watch Company Background: In 2013, Europe Watch Company gets a exclusive license for CLERC watches, then starts a kick off campaign for promotions.

Founded in 1874 and based in geneva, clerc is endowed with a rich and inventive heritage. Clerc is dedicated to inventing the future of fine watchmaking, embodying state-of-the-art research in the fields of space.

Aims and Objectives: Because of the first time to HK, building the brand awareness is the most importaant. These include one-of-a-kind models crafted for royalty, heads of state and artists. In keeping with this longstanding tradition handed down from one generation to the next.

Target Audiences: 路 High spending timepiece lovers and collectors Delivables: 路 Main Visual 路 Print Advertising 路 Outdoor Billboard

Explorations: As the watch’s form and color is very dominate, in order to building the brand awareness, showing the product and brandname itself is the main request.

From product observations itself, the watch shape and red color plastic waist band is very eye-catching, which can be further explore into graphics conversion for creating a main visual.

Explorations 2: We try to give a sense of motion to the watches.

Explorations 3: From the previous twice explorations, we found that the visual are too generic for just position the product or twist the product. In this stage, graphic elements are explored.

We draw the parts for showing the sophiscation of the brands

Explorations 4: From the detailed drawing, the visual is fine but it looks too complicated from the objective to build brand awareness, we should think of simple graphic elements with the product to the audience for effective readable and memorable.

The iconic red waist band covert into simple, elegant vertical strips

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Project: Puyi Optical Red Pocket Background: In 2001 Puyi Optical redefine eyewear in Asia. Before then, glasses were considered more of a necessity. But Puyi would usher in the high-end optical market.

“Why is eyewear purely functional when it can also be the most prominent accessory of expression?” With that spark of inspiration, the Puyi journey began and since then we have been in constant pursuit of “the prestige of an experience”. Along the way, we created an ethos which has come to underline everything we do - Anticipate, Aspire and Inspire.

Over time, what was once seen as luxury became necessity for the fashionable, and today the Puyi Group has developed Asia’s most groundbreaking collection of eyewear boutiques.

Target Audiences: · Tourists from Mainland · High spending timepiece lovers and collectors · Assist Salespersion for generate more sales

PUYI OPTICAL - Red pocket Box (Gold paper) Size: 90mm(W) x 172mm(H) Open Size: 213mm(W) x 244mm(H) Stamping gold (179M)

Stamping gold (171-1)

Stamping gold (179M) + Embossing

BACK

COVER

BACK

COVER

BACK

COVER

BACK

COVER

Project: EWC Brand Signage and Map Card Background: EWC opens its first shop in 1997, selling 10 premium multi-brand watches, such as Rolex, Tudor, etc... In 2013 and 2014, it expands to 3 stores in the same area in TST east, covers more than 30 premium watches brand.

As more and more brands distribute into 3 flagship stores, it needs a object to indicate the distribution of the brands in three shops, and presenting EWC is a watch landmarks in TST East.

Target Audiences: · Tourists from Mainland · High spending timepiece lovers and collectors · Assist Salespersion for generate more sales

EWC HK Brand Signage - TST Centre 1060mm (W) x 2780mm (H) 1:10 Version A

Version B

340mm

250mm

1450mm

帝苑酒店 ROYAL GARDEN

帝苑酒店 ROYAL GARDEN

尖沙咀中心 TST CENTRE

尖沙咀中心 TST CENTRE

安達中心 AUTO PLAZA

安達中心 AUTO PLAZA

740mm

1060mm

6’

The map card design

Project: Puyi Press Day 2014 Background: Puyi held press day every years, in order to introduce the new brands or new collaboration products to press for increasing coverage.

In this year, press day wil extend for Sales function, it serves as VIP private day for buying the latest glasses or pre order the coming glasses. In order to factilate the sales, we are going to design a pocket size booklet introducting all the new brand.

Target Audiences: ¡ High spending lovers and collectors

Passport booklet

Passport outcome

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Project: Point De Vue Background: Delivering stylish eyewear and capturing the spirit of modern gentlemen, POINT DE VUE (French of “Point of view”) is the latest concept store introduced by Puyi Optical. Located at “Landmark Men,” the men’s floor of Landmark mall, the shop exudes masculine charm with its gents’ eyewear selection and the shop environment. Harmonious colors and vivid decorations are combined to highlight the shop’s simple yet retro style.

Inspired by the gentlemen’ sophisticated dressing manner and their monocle of the 18th century, the idea of “His Opinion”, “His Taste” and “His Style” are integrally conveyed, so as to reach the notion of “POINT DE VUE”.

Target Audiences: · High spending lovers and collectors

The logo identity

The stationary

The guidelines

The interiors

Project: The Vault Background: Redefining eyewear shopping with a diversified portfolio of eyewear brands, eyewear expert Puyi Optical extends the concept further by opening a new concept store VAULT at Pacific Place in Admiralty this April. Simplicity and elegance in design, the House’s first global boutique resembles a vault complimented with unparalleled products and matchless services to scale new heights of luxury.

Inspired by the traditional vault door, the intriguing window design leads customers into a treasure vault of eyewear. Exquisite and rare styles, as well as prestigious collections from around the world are highlighted by more than 100 decorative safes as the display cabinets to deliver exceptional shopping experience. VAULT features a wide portfolio of international brands from top jewellery houses to budding designer brands which blend modern chic with craftsmanship. Highlights include many exclusive styles or designs made with precious materials like precious metal, jewels and buffalo horn to make a true treasure vault come true.

Target Audiences: ¡ High spending group and glasses collectors.

Reference and identity

Guidelines

邱子傑 Jeffery Yau 行政總裁 CEO

香港九龍尖沙咀東部科學館道1號康宏廣場北座26樓2614-15室 Units 2614-15, 26/F, North Tower, Concordia Plaza 1 Science Museum Road, Tsimshatsui East, Kowloon, Hong Kong T (+852) 2700 8800 F (+852) 2700 8867 E jeffery@puyioptical.com

PANTONE 7U A MEMBER OFBLACK PUYI GROUP

PANTONE HEXACHROME BLACK U

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www.puyi.com

PANTONE 465 U

香港金鐘道88 號太古廣場344 號鋪 Shop 344, Pacific Place 88 Queensway, Admiralty, Hong Kong T (+852) 2918 9033 www.puyi.com

VAULT – SHOPCARD – BACK

VAULT – SHOPCARD – FRONT GOLD FOIL

PANTONE 465 U

PANTONE HEXACHROME BLACK U

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VAULT – INVOICE

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_Shopcard_2013-03-21_REV00.indd 1

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INVOICE Date 8 March 2013

Bill to Nash Wong

Invoice No. INV-3489344

Qty

Item No.

Description

1

BFN1209

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5,600

2

BFN1209

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7,800

1

BFN1209

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5,600

Thank you for your purchase

Amount $

Total $19,000

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Shop 344, Pacific Place 88 Queensway, Admiralty, Hong Kong T (+852) 2918 9033 www.puyi.com

Vault_Invoice_2013-03-21_REV00.indd 1

VAULT – INVOICE

Stationary

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Project: O-O shop brand identity revise Background: OO shop starts in 2012, which is a new concept shop by Puyi Optical, especially created for the youthful fashion-forward, O-O shops carry frames for those looking to break from the contemporary without sacrificing their relaxed fashion sense.

After 1 year of the opening, OO shop made a decision to change the stategy to attract more tourist and high spending group, especially the new store in Harbour City, and more shops will be opening in China main cities.

The airy open-space concept invites clientele to wander freely and explore the collection of original, active lifestyle brands. All while striking splashes of colour create a luxury shopping experience for all.

A new identity system has been created in order to corporate the new marketing approach, in order to make a brand awareness to China tourist to recognise the unique experience to China with brand loyality.

Target Audiences: ¡ Mainland Tourist ¡ Middle income group

Before and After identity

Guidelines

Stationary

尖沙咀海港城海運大廈OT274-5號鋪

OT274-5, Ocean Terminal, Harbour City, Tsim Sha Tsui

Tel: (852) 2736 0111

Fax: (852) 2736 0222

tstot@o-oshop.com

尖沙咀海港城海運大廈OT274-5號鋪

OT274-5, Ocean Terminal, Harbour City, Tsim Sha Tsui

Tel: (852) 2736 0111

Fax: (852) 2736 0222

tstot@o-oshop.com

金鐘金鐘廊Lab Concept 1樓F8-9號鋪

Shop F8-9, 1/F, Lab Concept, Queensway Plaza, Admiralty

Tel: (852) 2522 6011

Fax: (852) 2522 6332

qw@o-oshop.com

金鐘金鐘廊Lab Concept 1樓F8-9號鋪

Shop F8-9, 1/F, Lab Concept, Queensway Plaza, Admiralty

Tel: (852) 2522 6011

Fax: (852) 2522 6332

qw@o-oshop.com

A member of Puyi Group 溥儀集團成員

A member of Puyi Group 溥儀集團成員

OO_harbourcity_poster.pdf

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Shop OT274-5, Ocean Terminal, Harbour City 海港城海運大廈274-5號舖 (852) 2736 0111

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Project: Glasstique Eyewear Background: In 2013, Glasstique is going to made an in-house brand, an proposal about the identity, packaging are needed to explore with the product itself.

Target Audiences: ¡ Middle to High spending customers

Presentation

Naming and Identity

Project: Mauki Background: Mauki is an high ended jewellery brand, which combines excellent craftmanship and feminine touch. As product will be lauch in September, a design proposal is needed to build the brand with idenity, packaging.

Target Audiences: ¡ High spending customers

Packaging Concept

Presentations

Project: Silverling Background: Silverling is a high end glasses by LOTOS, which is made in 925 silver and handmade in germany. With super detailed texture and graphic element, this is a highly apprecated by glasses collector, a proposal is needed to submit lotos brand for the logo, packaging design Target Audiences: ¡ High spending customers

Sketches

Presentations

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Project: Karen Walker event in Glasstique Background: Visiting Hong Kong for the first time, New Zealand talented fashion and accessories designer Karen Walker presented the preview of her 2014 Spring/Summer Eyewear Collection in a pop-up store at Glasstique ifc mall boutique and celebrated the occasion with a cocktail party afterward. The highly anticipated event was well-attended by fashion bloggers and fashion icons such as Ms. Jennifer Tse. Guests also became models as they wore the latest sunglasses from Karen Walker’s new collection and mingled with the star designer.

Target Audiences: ¡ Press, stylist, and VIP sales

We are delighted to invite you to the new season launch of the Karen Walker Visible SS14 Eyewear Collection at Glasstique.

Discover the latest ‘VISIBLE’ range and meet the inimitable Karen Walker as she talks through the collection.

Karen Walker Eyewear Preview & Cocktail Party Friday, 25 April 2014 Cocktail Reception at 3:00pm Cocktail at 3:30pm - 5:30pm Glasstique Shop 1016, Podium Level One, ifc mall, Central RSVP Ms. Tiffany Yuen (852) 2700 8808 | tiffanyyuen@puyioptical.com