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RUIMOU CHEN PARSONS THE NEW SCHOOL FOR DESIGN BACHELOR OF BUSINESS ADMINISTRATION, STRATEGIC DESIGN AND MANAGEMENT
ART, DESIGN, CREATIVE THINKING, BUSINESS STRATEGIES
TABLE OF CONTENTS
Fine Art: Year 09: AP Art Scenario
Girl With The Red Purse and Vogue are two
pieces of work I created in my AP Art class in senior year high school. They marked the beginning of my journey with art and fashion and led me to Parsons. Through the process of creating these two pieces, I realized that art and design are extremely important parts of my life and will be the direction of my career.
FINE ART
Fine Art: Year 09: AP Art
GIRL WITH THE RED PURSE Media: Pencil / Color pencil
Girl With The Red Purse is one of the first
pencil drawings I created in AP Art class. Senior year in high school was the time when I first discovered my strong interest in Art. I never took any art out of school before. After a few classes, I noticed that art is something I feel strongly attached to and will be a significant part of my life.
VOGUE Media: Pencil / Color pencil / Marker
Vogue is a collage I created in AP Art class. This assignment was open topic. I followed my instinct and chose Fashion as the theme. After Vogue, I discovered my interest in fashion, which led me to start my four-year journey, in Parsons
Design + Creative Thinking: Year 10: Rebranding NYC Scenario
New York City is one of the most popular cities
for travellers. People from all over the world come to New York to experience the beauty of this fascinating city. However, being part of NYC for so long, the real New Yorkers seem to lose the passion for their home. My mission is to rebuild the awareness of New York City among New Yokers. Through redesigning NYC’s “I heart NY“ logo and a series of awareness campaigns, I hope that people who are living in NY notice the beauty of our own city and rebuild their love for the city that never sleeps, the amazing:
REBRANDING NYC
Design + Creative Thinking: Year 10: Rebranding NYC Logo
The new logo contains the word NYC. N and Y are regular letters in the typeface Optima. The color red stand for The Big Apple. The letter C is the shape of the moon which stands for:
THE CITY THAT NEVER SLEEPS
Design + Creative Thinking: Year 10: Rebranding NYC Implementation: Process + Analysis
BUS/ SUBWAY WRAPS PEOPLE SEE “EMILY NEEDS HELP” GO TO WWW.EMILYNYC.COM FOR INFORMATION
WWW.EMILYNYC.COM CREATE ACCOUNT ANSWER QUESTIONS BASED ON EMILY’S NEEDS WIN COUPONS
COUPONS GET COUPONS THROUGH EMAIL OR MAIL USE COUPONS IN THE CITY
Design + Creative Thinking: Year 10: Rebranding NYC Implementation: Mock-ups: Bus Wraps + Website
Design: Year 11: New School Signages Scenario
The New School is committed to becoming a
more sustainable university. The signages through out the campus about environmental protections are not efficient enough. My mission is to redesign a series of signages that recall students’ and faculty’s awareness.
NEW SCHOOL SIGNAGES
Design: Year 11: New School Signages Implementation: Posters
Design: Year 11: New School Signages Implementation: Mock-ups Posters
Design: Year 11: New School Signages Implementation: Map + Pictograms
Batteries
Chargers
Lights
Stairs
Water
Recycle
Design: Year 11: NYC Recycle Scenario
New York City encourage all residents to recycle
and reuse wastes to reduce carbon footprint in order to protect the environment. However, the current recycle direction is not easy to understand. My mission is to redesign the NYC recycle direction to make recycling easier for all residents in New York City.
NYC RECYCLE
Design: Year 11: NYC Recycle Implementation: Old direction + New direction
The current NYC
recycle direction has graphic pictograms with multiple colors, which makes it harder for viewers to understand. Also, it is time consuming to read over the list, which lowers the chance for people to recycle.
The new NYC recycle poster altered all
pictograms to white, which makes it clear to read. Three colors match with the three decals used for recycling. The circular design of the direction forms the symbol for recycle.
Design + Creative Thinking: Year 11: GrowNYC Scenario
Problem of using plastic bags is raising rapidly
during recent years. GrowNYC, as an organization which is concern about environmental protection, decided to raise people’s attention about the harmful impacts of using plastic bags. My goal is to encourage people to use canvas bags in Grow NYC’s green markets. Implementations of this project include posters and campaign at Union Square, New York City.
GROW NYC
Design + Creative Thinking: Year 11: GrowNYC Implementation: Poster + Campaign
This Infographic poster shows the
shocking statistics about how crucial the impact of using plastic bags is. Oceans are one of the most significant victims of plastic bags. All kinds of creatures which live in the oceans are affected by the disposal of plastic bags.
we will plan an event at Union Square, New York
City, to encourage people to use canvas bags by creating and purchase their own canvas bags. Event contains two sections targeting different audiences. One section is to invite children to paint on plain canvas bags, which people can purchase after they finish. In another section, we collaborate with design students from Parsons, New York University, School of Visual Arts and Cooper Union to design and produce a series of canvas bags. Each school provides Grow NYC 3 bags. People can choose the bags they like and they can add whatever context they want printed on the bags after the purchase.
Design + Creative Thinking: Year 11: GrowNYC Implementation: Campaign Process + Map
UNION SQUARE STREET MAP
SECTION II: COLLABORATION WITH SCHOOLS
SECTION I: CHILDREN’S’ CREATION
Design + Creative Thinking: Year 11: GrowNYC
UNION SQUARE
The event will be held at Union Square, New
York City. Union Square holds farmers’ market on a regular basis with larage food traffic. Also, the area is close to Parsons, New York University, School of Visual Arts and Cooper Union.
Creative Thinking+ Business Strategies: Year 12: Cocoa Craft Scenario
Our mission is to build a business model about
Import and Export and conduct a complete business plan. We created a company called Cocoa Craft. It starts as a B2B company, as a production distributor, positioned between farms and Cocoa processors (wholesalers).
COCOA CRAFT
Creative Thinking+ Business Strategies: Year 12: Cocoa Craft Initial Business Plan Brief
Company Position + Competitive Matrix + Marketing Plan
Creative Thinking+ Business Strategies: Year 12: Cocoa Craft Business Plan: Fishbone Diagram
Business Plan: Business Model Canvas
Creative Thinking+ Business Strategies: Year 12: Yellow Tail Scenario
Our mission is to launch an existing brand to a
new international market. After initial research, we decided to introduce Yellow Tail wine to the Chinese market. We chose the city Chengdu after a in-depth cultural and economic research. We created a series of campaigns, including print advertisement, launch party and promotional events.
YELLOW TAIL
Creative Thinking+ Business Strategies: Year 12: Yellow Tail Scenario
Creative Thinking+ Business Strategies: Year 12: Yellow Tail Implementations: Press Release + Print Ads
PRESS RELEASE Introducing the taste of exciting [Yellow Tail] wines in Chengdu, China
Chengdu, China. 12th December 2011. [Yellowtail] pioneers as the first international wine imported into Chengdu. With an array of tasteful and rich flavors, the wines are sure to satisfy hotels’ and restaurants’ demanding international clients. Offering these wines is sure to give any Chinese tourist institution a competitive edge over others and will help attract new customers as well as satisfy current customer’s tastes. Over the last 10 years, [Yellowtail] wines have become a brand name that is recognizable to the millions of international tourists that travel to China and will allow local hotels and restaurants to offer an exciting experience with high quality wines. By offering [Yellowtail] wines, hotels and restaurants will be able to satisfy tourists palates and attract groups of fun-‐loving travelers to get together and enjoy the fine wine. [Yellowtail] wines are perfectly adaptable to the palates of the millions of European and American tourists that travel to China every year. This can be seen by the wines’ past success in international markets such as the U.S.A and the U.K. In 2003, it became the number one imported wine in the U.S.A. [Yellowtail] wines is a high quality brand of wine exclusively produced in Australia by the Casella family which has been producing wines since the 1820s. Yellowtail was developed around the year 2000 and has been an extremely successful exported wine. It joined with W.J. Deutsch & Sons and was extremely successful in distributing and marketing the wines in foreign markets. Since then, the family-‐owned winery has been able to expand 10 times its original size. For more information concerning this product and how to acquire it, contact:
Creative Thinking+ Business Strategies: Year 12: Yellow Tail Implementations: Brochure Labels + Gift Cup Set
Creative Thinking + Business Strategies: Year 12: Square One Scenario
Imprint, as an consulting company, researched for exciting social problems. Our mission is to conduct in-depth research of the problem, study our target consumers and provide effective solutions. In the project Square One, we focused on animal rights and healthy eating habits.
SQUARE ONE
Creative Thinking + Business Strategies: Year 12: Square One Company Logo + Campaign Logo
Imprint consulting Group is a full service lifestyle
consulting firm which have offices in New York, Chicago and Los Angeles. Founded in 2012 by Ray Chen, Joy Kim, Jaeyun Kim and Melanie Yu. Imprint strives to provide sustainable, innovative solutions that have the ability to alter social good, social media and social impacts.
Imprint believes that there is an ethical solution to living a sustainable, cruelty free life. We strive to create public awareness that represents a community that does not tolerate factory farm abuse. Although organizations such as PETA and ASPCA have fought hard to create awareness to the public, they have gone unnoticed and have been ineffective. Therefore, there is a need to stop cruelty inflicted upon animals. Project Square One hopes to achieve that goal through innovative campaigns, services and products.
Creative Thinking + Business Strategies: Year 12: Square One Imprint: Company System Map
Creative Thinking + Business Strategies: Year 12: Square One Square One: Schedule + Initial Research
Creative Thinking + Business Strategies: Year 12: Square One Square One: Project Square One System Map
Creative Thinking + Business Strategies: Year 12: Square One Square One: Persona Study: A Day of Life
Creative Thinking + Business Strategies: Year 12: Square One Square One: Implementation: Website + Video
Creative Thinking + Business Strategies: Year 12: Square One Square One: App Mock-ups + Kit
Fine Art: Year 09: AP Art
ART, DESIGN, CREATIVE THINKING, BUSINESS STRATEGIES