Uyen Luu - NTU

PORTFOLIO

NOTTINGHAM TRENT UNIVERSITY Graphic design

2021 - 2022

Designing opportunities Play is powerful and universal. It’s an innate impulse in kids that helps them thrive and grow into healthy, happy adults. Our modern society isn’t lacking wonderful objects and designs that serve the purpose of learning through Play, so creating another one was not my focus for this project. Instead, gathering those existing then giving them back to communities is more essential, as the access to play is not the same for everyone.

Since 1924, the RSA challenge students and recent graduates to tackle pressing social, environmental and economic issues through design thinking.

A play initiative program that focuses on collaborating with people, communities, businesses, and organisations to provide sustainable commitments to play.

COMPETITION BRIEF

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Build relationship, Reconnecting through Play

life

career

on

hoo

educati

PEOPLE

child

PEOPLE

PARENTS

y

CHILDREN

pla

Press Play

d

PROJECT 1

Reducing inequality through the Power of Play

PLAY

COMMUNITY

Community-Built Playspaces

Togerther, we make play accessible for all.

Play Together is a collective of creators, designers, educators, businesses, and opportunity markers coming together to make play happens and more meaningful for everyone.

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How By creating A organisation A process A campaign Play activities Future possibilities

There will be posters about upcoming events and promotions. With QR codes and links to the website, people can register and find many more activities.

user journey

Find events they’d like to join, register and book in advance on the website.

For example, Create Picasso collages online workshop is a great way for kids to explore identity through this self-portrait activity

discover

Events will be organised in a way to let users choose the suitable kind (on-site & off-site) / (Online & Offline), making it easy for parents to plan play activities.

join

Expressing the meaning of Play through visuals, including brand creation, game design, launching campaign, activities / games design.

interact

sponsors

Some events as pop-ups, will collaborate with brands and businesses to allow more play at their locations. Shops, malls, museums, parks... This also could generate more exposure to brands and organisations

It could be an opportunity for brands or corporates to get closer to people and do more for communities through partnership. Activities are chosen based on creativity benefit and no gender indication.

brand partnership 4.

engage

Playful installations to let people play in public spaces.

Volunteers and individual or group supporters who run events/workshops and coordinate with other organisations.

self-managed team & volunteers

Permanent and occasional sponsors and partners

program operation & management

To provide more playful activities for everyone, we could call out to brands, corporates, or individuals who got some ideas to play. By utilising the local community power, we can do so much more for people in need.

avocate

Discover

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First stage of introducing Play Together Posters, ads about upcoming events and about the organisation itself. With QR codes and links to the website, people can register and find suitable activities, online and offline.

Discover

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Engage

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Visiting the wedsite and instagram page to find more programs and nearby play activities. Events will be organised in a way to let users choose suitable ones (on-site & off-site) / (Online & Offline), making it easy for parents to plan around activities.

Join

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Create Picasso collages A great way for kids or even adults to explore their identity through this self-portrait activity

Join

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Limitless collaborations

There could be many ways to expand the concept. Imaging to have Miller Goodman set of toy; or play at Lego’s stores.… The visual identity acts as a source of influences for fabric design, furniture, homeware, clothing, as well as workshops, museums, installations, public spaces…. or even shopping malls

Join

Various Playful installations and setups, whether in public spaces or adaptable to everyone's homes to enable more playful times.

This hopscotch game map can be distributed and reprinted at home. Each of the square could be arranged in different ways to vary the difficulties, with 1 or 2 person each game.

play, anytime, anywhere 10.

Interact

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Partnership

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Permanent and occasional sponsors & partners To provide more playful activities for everyone, we call out to brands, businesses, or individuals who got some ideas for play. By utilising the local community power, we can provide play for more people.

Sensations of the Ordinary Our mind is constantly interpreting and giving structure to the raw input from our eyes. We prefer an ordered world, familiar shapes and regular patterns, simple manners. That is what our ordinary day is about.

“Therefore where possible, we see stable rectangular forms although these forms appear most of the time distorted due to perspective projection. This principle is called shape constancy.”

We want to be surrounded by things that make us think, that entertain our mind. Bringing disruptions into the mundane, and let it challenges our perception of ordinary things.

“Perspective centres everything on the eye of the beholder” “Reproduction is distorted”

PROJECT 2

Magnificence of the

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mundane

STAFF BRIEF

John Berger

Now you see it, now you don’t Anamorphic Art, A VISUAL PARADOX

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Plate . Keep . Clear . After . Use

The act of looking IT'S ALL ABOUT PERSPECTIVE.

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when fabric folded... “… the picture, as such, is reduced to an abstraction. It is a roundabout direct way of getting broken textural effects. It’s much more direct to determine the purpose to which the fabric will be used, and then make the most of the material itself.”

- Alexander Girard

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A reason for not drinking Socialising is always an important part to maintain our balance, whether in work or in life. So there shouldn’t be anything to affect our social life or simply to un-wind at the end of the day.

I wanted to create a drink brand that challege the social norm when chosing non-alcoholic drinks. When did getting an 0% alcohol drink need an explaination? The project aims to point out the social issues, gaps and frailties to increase understanding between drinkers and non-drinkers in a non-judmental way. While the message connects with the consumers on a deeper level, the products provide exciting choices for them.

Making 0% as a bold and proud choice for everyday social situations.

PROJECT 3

SO% drinks

COMPETITION BRIEF

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NAMING

A SOCIAL TONIC

An introduction of thoughts

To begin with “So”, is to signal that one’s coming words are chosen for their relevance to the listerner

,...

A care-free attitude

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Coversation starters

DESIGN SYSTEM

Copy-led approach “So” can have many meanings, pair up with different messges

GOOD BER

100% FUN CIABLE

,How was your day?

Why you're not drinking?...

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:) ?

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Non-alcoholic at heart, SO% is designed to give non-drinkers a much more exciting choice of drinks when going out/socialising and motivations for staying dry.

The logo is crafted with an intention to make the 0% stand out by creating a contrast between the thin and thick strokes. A little over-lapping added a subtle focus on the intended message.

“0%” is an anchor point & a graphic asset for every branded message that helps push the focus back to the non-alcoholic aspect.

It pairs well with various copy writings and always carries a sense of playfulness.

SO%, rebels with a Cause.

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The pop-colours, simplicity of the brandmark allow the products to stand out in a sea of sameness.

The design system works well in a crowded in-store environment

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Product photography encourages experimenting with fresh ingrediences as healthier drinks.

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Hints of multiple ways of use, as its own or a mixer

Crafting sophisticated tastes to elevate the drinking expxerience

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Sponsor

Amplifying the key message in various channels

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Limited pack

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Information needs empathy Dissertations are often seen as very dry. Nobody would want to read or revisit it. It's like, "Once I'm done, I have nothing to do with it anymore." But what if we add more visual aids, using design to make it looks interesting enough to read?

As we can see, the current newspapers are presenting information with much visual aids. We are also getting busier in our lives. It must be some ways to use graphics/visuals to tell stories, making dense information easy to digest. The intention is to be efficient, economical and presented in a compact format.

PROJECT 4

It had to be a relationship between the content of the writing and the design format. The dissertation content is about analysing how communication design, from printed media to interactive designs, generates ideas that influence public audiences. All the design principles are shaped by the nature of human interactions. Here, the publication design defined the needs of potential user and addressed them through visuals.

• The way people carry and read (using one hand, for example) • In the most comfortable size • Cost-effective • Lightweight, fold-up, doesn’t take much space • Easy to read, bite-size information

Text & Design: Uyen Luu Images: from various sources 29.

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Defying the Labels The brief challenged on how to design for "a Gen Z audience who hate being sold to, who connects with authenticity over gloss or shine". My take from the brief is the word "Gen Z". Based on various sources, generation labels become a tool to reduce the bewildering complexity of social change into an easy-to-apply typology. Knowing someone’s year of birth seemingly gives you all you need to know to judge a person’s character, life goals, values and purchasing intentions.

Our mission or Pepsi’s should be challenging these stereotype-based definitions, because labeling brings more seperations and prejudice. In the end, your generation does not ultimately define you, but you interpret your unique place within it. Live by your values.

Ultimately, it could be an opportunities for Pepsi to place social values and attitudes into their branded media, encourage audiences to act, to be parts of the brand.

PROJECT 5

Writing PEPSI

for brand

COMPETITION BRIEF

35.

#nolabel to value individual expression and no more labeling

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3-1. THE BENEFIT TO THE BRAND

Can Pepsi find it own voice? Be different?

Be a real challenger?

REMOVING THE LABEL BRINGS

authenticity, simplicity and transparently.

Being true, without hiding behind “labels” Taking action, no green-washing

in communication, in he design and campaign idea. Straightforward & simple

in its products, being 100% reclycled, 100% organic, 0 sugar

40.

Removing the label on the bottle means: • Remove stereotyping • Remove prejudice • Allow freedom of expression • To be who we want to be • Celebrate diversity

Removing the label on the bottle helps: • Super easy to recycle (single piece) • Pepsi logo being embossed; metaphorically being transparent, allows others to shine • No label = nothing to hide • Attention grabbing & unique (imagine the only product without a label on a shelf!)

• Being confident (logo doesn’t always need to be there)

Changeable copy Remove negative stereotyping X, Y, Z all have different negative words, putting side-by-side to confront with how different generations are being stereotying (*) FOMO: Fear of missing out

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Launching phrase - No Label

memes on social media

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https://vn.linkedin.com/in/uyenluu yuen.luu@icloud.com +44 7542090218

www.yuenluu.com