sheryl hong suet ying
branding 路 identity 路 collateral 路 editorial 路 books
goood BRANDING BACKGROUND It is a design organization, which aims to advance the development of the hk graphic design industry. We choose this topic because we always heard some working experiences from designers, that there are hardship in the communication between client and designers. Besides, we noticed that there are also some comments and complaint of the clients in some design forum. So that, we got interest in this topic and we would like to understand the problem behind and try to do sth to help improve this problem. After we have research and analysis the problem behind, we found that there is a cycle in hong kong design industry. We created the flow chart after we analysis the problems behind. There are inter-relationship between the public , designers and clients. The mismatch of them causes the problem nowadays, that is there are no enough communication between clients and designers. Besides, there is misconception in public, to affect the quality of designers. Lastly, the public perception affected the decision of clients, which will affect the design works. At last, we can conclude that communication is the key problem to cause the unhealthy condition of hong kong graphic design industry. ARTWORK INCLUDE - Naming - Logo design - Corporate identity (brand book, namecard, stationery, brand photo) - Information design - Branding strategy - Advertising - Website
2011 - 12 / BIRMINGHAM CITY UNIVERSITY 2
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UNCAGE BRANDING Philosophy Improve Hong Kong bad living condition. Mission Use people pressure and concern to let the government prohibit cagehome. Vision Improve the housing condition in Hong Kong. Tone of voice Concern Core values Positive, thoughtful, care, love ARTWORK INCLUDE - Naming - Logo design - Branding strategy - Advertising - Exhibition - Audio
2011 - 12 / BIRMINGHAM CITY UNIVERSITY 8
CENTRAL
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CENTRAL
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STAGE 3 CENTRAL POLICE STATION
STAGE 4
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THE BLUE CHAIR RE-BRAND BACKGROUND The Blue Chair is more than a coffee shop. Between the cafe and the tavern, it brings the best of Sewanee together, whether you want to sit back with a book or laptop computer and a great cup of coffee, or to meet with a friend or business client over lunch, or even to play trivia on a Tuesday night with a beer. ARTWORK INCLUDE - Logo design - Corporate identity - Packaging design
2009 / PERSONAL PROJECT 12
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面譜體 TYPEFACE DESIGN COMPETITION Graphic Arts Association of Hong Kong Finalist Entries in Student Group
2009 / PERSONAL PROJECT 14
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CARBON SMART ILLUSTRATION / POSTER ABOUT THE ARTWORK To raise awareness for CarbonSmart’s carbon audit initiative, we created a modern graphic poster design. With fresh and striking simplicity, we divided the globe into two halves – illustrating the environmental contrast between the smoky, grey, carbon-filled cityscape on the bottom, and the alternative path of a rich and vibrant living space, with man and nature in harmony on the top. The objective of the campaign was to encourage participation in the programme through showcasing the advantages of sustainable living. ARTWORK OUTPUT - A1 poster - E-banner
2013 / ABSOLUTE CREATIVE LIMITED 16
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W HONG KONG MOONCAKES PROMOTION ABOUT THE ARTWORK In celebration of W Hong Kong’s 5th anniversary, we designed a range of promotional materials for this year’s Mooncake festival. Taking inspiration from the iconic neon glow of Hong Kong’s moonlit night scene, my design concept is a modern reflection of the city’s sophisticated and sensual ambience, expressed in rich golden hues. ARTWORK OUTPUT - Order Form (138mm × 275mm) - Foamboard (305mm × 305mm) - EDM (600px × 800px)
2013 / ABSOLUTE CREATIVE LIMITED 18
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HOTEL OKURA PROMOTION MATERIALS BACKGROUND The legendary Okura Hotels & Resorts brings its signature blend of modern comfort and tradition to the Galaxy Macau™, providing a distinctly Japanese interpretation of “World Class, Asian Heart” hospitality for guests at this spectacular Macau hotel. Leisure and business travelers at Hotel Okura Macau can choose from opulent suites or luxurious guest rooms that offer the highest-quality relaxation through Okura’s harmonious combination of function and comfort. Hotel Okura Macau was founded on the principle that this Macau hotel must consistently offer the best accommodation, cuisine and service… a complete experience that visitors to Macau may now experience for the first time, only at Galaxy Macau. ARTWORK OUTPUT - Flyer - Brochure - Newspaper AD
2011 - 12 / ABSOLUTE CREATIVE LIMITED 20
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ATBOUTIQUE BOOK DESIGN DESIGN BRIEF ATBoutique has been promoting the concept of men’s made-to-measure tailoring since it launched in 2002. Integrating the exquisite craftsmanship of traditional tailoring with modern technology, ATBoutique achieves a unique ‘contemporary-meets-classic’ style of tailoring. Celebrating its tenth anniversary this year, ATBoutique is stepping into an exciting new era in its development. The renowned and exclusive boutique in Hong Kong will extend its brand through an international franchise program, giving more people the chance to experience ATBoutique’s fine bespoke tailoring and service. ABOUT THE ARTWORK Natural, stylish and sleek – that’s what we imagined when we created the new brand book for ATBoutique. We used a light gold hot stamp on a leather effect cover to create a luxurious embossed effect, forming a beautiful relief. ARTWORK OUTPUT - 170mm × 300mm with gold-stamp logo
2012 / ABSOLUTE CREATIVE LIMITED 22
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THE HONG KONG FEDERATION OF YOUTH GROUPS PUBLICATION DESIGN DESIGN BRIEF The Hong Kong Federation of Youth Groups (or HKFYG) is a non-profit organization in Hong Kong dedicated to developing youth services. We helped them to design the promotional materials for the ‘Wong Foon Yeung Scholarship’ program, encouraging teenagers to pursue further education. HKFYG were keen to highlight the positive attitude of these teenagers who pursue their dreams and goals. The scholarship program has been running since 1997 and sponsors students who meet its requirements on the study course of their choice. ABOUT THE ARTWORK Our design uses a colorful spectrum of butterflies to convey a positive message that is full of life. We added a coat of UV to the shocking pink areas to give the print material a lift, and infuse a sense of boldness to the whole visual, which when brought together, creates a sense of balance and harmony on the eye. ARTWORK OUTPUT - Poster (A2 size) - Application Form (A4 size) - Booklet Design (5.5” × 10” with UV coating)
2011 / ABSOLUTE CREATIVE LIMITED 26
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THE AMERICAN CLUB MAGAZINE EDITORIAL DESIGN BRIEF The Hong Kong Federation of Youth Groups (or HKFYG) is a non-profit organization in Hong Kong dedicated to developing youth services. We helped them to design the promotional materials for the ‘Wong Foon Yeung Scholarship’ program, encouraging teenagers to pursue further education. HKFYG were keen to highlight the positive attitude of these teenagers who pursue their dreams and goals. The scholarship program has been running since 1997 and sponsors students who meet its requirements on the study course of their choice.
2012 / ABSOLUTE CREATIVE LIMITED 30
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WHERE
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MAGAZINE EDITORIAL / TRANSLATIOIN BACKGROUND Where is a series of magazines for tourists, distributed at hotels, convention centres, regional malls and other tourist areas. CHINESE EDITIONS - Where Hawaii (2012) - Where USA (2012) - Where London (2011 Spring, 2012 Spring & Summer)
- Where Paris (2012 Spring & Summer)
summer 11sue 1 V ol ume 1,2 0is 整指南 guide to go the complete go 完 ®
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Denver America ®
美国
wheretraveler.com
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不 容 错 过 的购 物、 餐 饮和观 光 场所 壮丽城市， 标 志性 建 筑 与自然奇观
2011 - 13 / ABSOLUTE CREATIVE LIMITED 34
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VO VO VO CAMERA STRAP BACKGROUND VO is a brand of designer camera straps and accessories targeted at young photographers who have an eye for trends and fashions. ARTWORK OUTPUT - 25mm strap
2012 / VO VO VO 38
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