PORTFOLIO OF TAPANA COMMUNICATION DESIGN
F o r a pp ly CO MMUNIC ATI ON D ESIGNER, IDE O
I N T R O D U C T I O N
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PORTFOLIO OF TAPANA Visual Branding & Fashion Design
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CHAPTER 1 V I S U A L
B R A N D
D E S I G N
GLAMOUR HUNT
01
VIVIDANONE
68
UNIWISH PROJECT
96
HYBRID ARCHITECTURE AND DESIGN
110
FASHION BUYER RESEARCH
120
Application design, Case Study : Glamour Italian Magazine Danone application design competition
Case Study : Unieuro, design system and visuals through social medias. Mondadori window display competition
Case Study : La Rinascente, Bangalor, Indian Consumer
CHAPter 2 A
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THE TICKET
140
ALAX W DIAMOND
148
My travel blog
Currently Project
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PRIZE
Chapter 1 : Visual Brand Design
HIGHEST SCORE THESIS DOMUS ACADEME MASTER IN VISUAL BRAND DESIGN 2013
FASHION WOMAN LIFESTYLE IDENTITY
1 HOUR IS READING TIME AND 32.7% FINISH ENTIRE BOOK READING TIME AVERAGE
Chapter 1 : Visual Brand Design
TEENAGE WOMAN AGE ARO
TARG
ER N OUND 33
GET
RESEARCH Know Glamour in general
COSMOPOLITAN COMPETITOR
FASHION 30% BEAUTY 18% HEALTH 15% CONTENT
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PROBLEM SETTING
1 Find a new way to encourage the readers to go out and meet Glamour community with dynamic and sophisticated approach.
BEFORE PROJECT
Chapter 1 : Visual Brand Design
Create Glamour main to inform what’s goin and readers can eas event.
2
n platform for readers ng to happen in Glamour sily be a part of every
3 Utilising visual brand design skill to differentiate Glamour’s visual identity from other magazine through the output of project.
AFTER PROJECT
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O U T P U T Therefore the solution are tools to support Glamour readers to meet each other at the place that Glamour selected or readers’ favourite, focusing in both of physical and digital platform.
Chapter 1 : Visual Brand Design
ITAL FOR DIG
I APPLICAT
ON
SICA FOR PHY
L
OOK GUIDE B
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Chapter 1 : Visual Brand Design
Chapter 1 : Visual Brand Design
of from n g i s e d Use theferentiate App to dif social media other
acl p f o t Lis ave es youedh will select here. appear
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Chapter 1 : Visual Brand Design
ck In e h C e Befor aroon c a M t he bes y love it ! t f o One e reall m W . n w in to Editor Tea
in ! After s k c e h ita c r e h g r Ma
r Glamou
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Chapter 1 : Visual Brand Design
EDITOR’s PICKS
The map will appear only the places that Glamour team select.
READER’s PICKS
The places that you and friends have selected will display in this layer.
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Chapter 1 : Visual Brand Design
ges d a b 7 2 e There agr your explore. waitin
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FIRST LEVEL
BIG FAN
SOCIALITE
BARON
COUNTESS & EARL
Regular Rank is level up according to the n lar Rank indicates as how many
FOLLOWER
PEACHER
GLAMOUR SAINT
DISC
Social Rank relates with the number of activities th encourages readers to communicate with each othe gested or at th
Chapter 1 : Visual Brand Design
HIGH LEVEL
DUKE & DUCHESS
GLAMOUR PRINCE
GLAMOUR QUEEN
GLAMOUR KING
number of places he/she has visited. Reguy places readers have explored.
CIPLE
GURU
GLAMOUR PROPHET
GLAMOUR ANGEL
hat reader has created or participated. Social Rank er, having community in the place that Glamour sugheir favourite.
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Vouchers!
Exclusive Eve nts
or F inal Rewa rds !?
rget o f t o n Do your e r a h s to ! friends
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to e c n a r t en AnotherGlamour world. enter
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Chapter 1 : Visual Brand Design
TAP LED SMART PHONE
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Chapter 1 : Visual Brand Design
G
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GLAMOUR CITY GUIDE Guide book for cool trend hunter The city guide aims to emphasis that Glamour is the leader of trend, fashion and lifestyle. City guide will increase brand value and expand Glamour from magazine to physical places.
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ide u g y t i of c r o l to o c g n i d The r o c e ac g n a h c l wil y. the cit
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TRAVELLING
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wrote e w , e d i s Left
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n:) r u t r u e, yo d i s t h Rig
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MAp and
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where k r a m a Make go ! u o y r e ev
d Sticker
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After checked in e and checked bill, W aserve you customis tion. Glamour Rubber Stamps!!
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nter u o c e h For t
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LOOKING FOR THE SIGNS To make sure that you will find us everywhere, You can look for Glamour Hunt signs at the counter bar of the place or at the front door.
door t n o r f For the
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BENEFIT OF
GLAMOUR ANGEL
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N E W YOR K
Glamour Hunt
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PA R IS Glamour Hunt
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G
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T OK YO Glamour Hunt
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G
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M IL A N
Glamour Hunt
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G
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L O ND O N Glamour Hunt
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CONCLUSION Using visual design to create easy understanding platform which is the digital map in Application. The map supports Glamour readers to be up to date and easy to be a part of Glamour community. Expand Glamour to new tools in sophisticated and memorable ways. Express new visual language through the outputs which will effect Glamour’s identity to be easier to recognise. With application and city guide, the strategy supports both of physical and digital targets, this will support Glamour’s brand awareness to be the leader of trend, fashion and lifestyle.
SHOW REWARD B
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BOKK ONE BY ONE
LIN
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G
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AV
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G
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E
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I E
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M
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LILY Rank : Countess Lily will check Glamour vintage sale that has been posted in Glamour Hunt Application.
GLA
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AMILY Rank : Glamour Princess Amily will join Lily for Glamour vintage sale.
ANGEL
R BA ON
KELLY Rank : Glamour Angel Kelly will explore Cioccolati Italiani with her boyfriend as suggested in Glamour Hunt
SOFIA Rank : Baron Sofia will go reading a book at some bar which is recommended in Glamour city guide.
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ANGEL
CINZIA Rank : Glamour Angel Cinzia known one vintage store in the city. She created invitations to her friends to join through Glamour Hunt application.
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R PR
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GLA
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CLARE Rank : Glamour Princess Clare join the event because Cinzia’s invitation from Glamour Hunt application. She would like to collect her rank.
LUARENT Rank : Baron Luarent enjoy to collect her Glamour Hunt city guide. She accepted to join Cinzia because she would like to collect the stamps.
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Chapter 1 : Visual Brand Design
THANK YOU TAPANA CHOOCHARTPONG
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Chapter 1 : Visual Brand Design
PRIZE
WON DADONE APPLICATION DESIGN DOMUS ACADEMY COMPETITION 2013
WORKSHOP5
VIVIDANONE case study : danone PROJECT LEADER : barbara corti
PUTTHIKooN PENWAN Tapana Choochartpong YIHAN LIaO Portfolio of Tapana
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INTRODUCTION VIVIDANONE PROJECT The project aims to envision the future development of ViviDanone in 2 years perspective through application. A new way of create brand language throughout the consumer journey. The First Aim is creating rich language of the brand in terms of the visual graphic and syntax, making it instantly recognizable in different touch-point. The Second Aim is creating the evolution of brand’s pillars and values into the communication eco system.
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TARGET CONSUMER OF DANONE
children women
Cholesteral management
Pregnant ELDERLY
everyone
Support all sub brands Chapter 1 : Visual Brand Design
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Problem Setting Consumers tend to consume Danone products more when they have dietary problems. The brand wants to appeal to a more general sector. THE AIM OF PROJECT To create an application that presents Danone as a healthy, everyday food item. So we decided start from Breakfast, because breakfast is the most important meal of day.
Chapter 1 : Visual Brand Design
THE IDEA
breakfast
DANONE PRODUCT
49% 38%
TABLET
IPAD
IPHONE 2014
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VIVI
EV
to everyone, f
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V E RY DAY
for everywhere
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what is vivi everyday ? Vivi Everyday is an application that has 3 main purposes. FIrstly, ViviDanone provides consumers with a healthy menu of breakfast recipes, suitable for each target consumer. Secondly, a nutrition calendar suggests what the consumer should eat/drink, and what is recomended for their gender, age and lifestyle. Thirdly, ViviDanone can collect data of the consumer’s behaviour. Their interaction with the application will be collected and relayed to them in a newsletter. This will include their total nutrient intake and suggest ViviDanone menus for the following week. A newspaper and radio have been included. These are optional functions so tht the customer can continue with their daily routine whilst having breakfast (it’s purely for leisure).
Chapter 1 : Visual Brand Design
breakfast
Good start for healthy morning Put it on the top of your tablet
MAIN ViviDanone’s Breakfast Menu & Nutrient Calculator Optional RSS Newspaper Calendar Radio
how to use the application
tap To Select
DOUBLE tap To Cancel / To Close
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INTERFACE DESIGN
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CHOOSE YOUR
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BREAKFAST MENU
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BREAKFAST TABLE SCREEN I
Put your Danone he
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r ere.
SCROL L UP TO CHANG E HOME SCREE N TO BREAK FAST TABLE SCREE N
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how to check nutrition
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When the consumer choses a menu and puts the Danone bottle on the screen, the application will display it’s nutrients on the screen and save the data. Nutrients will be reported through the Newsletter at the end of the week.
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Chapter 1 : Visual Brand Design
MOVE to left chang e table
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NEWSLETTER As aforementioned, ViviEveryday will collect nutrient data and inform the consumer. The newsletter is divilded into 4 sections Firstly, Report nutriends by day. Secondly, represent nutriend benefits according to organs. Thirdly, Nutriend Hexagon Graph reviews directions of your health : Increase Matabolism, Calorie, Expel Poison, Balance, Energy and Antioxidant. Lastly, a recommended menu for next week based on you health today.
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wireframing
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in conclusion The application focuses on encouraging consumers to have Danone with breakfast every day, by showing nutrient facts from breakfast in an easy to read newsletter. The application also makes consumers more aware of the importance of a healthy breakfast. Portfolio of Tapana
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WHAT IS UNIWISH PROJECT ? The main propose of the UniWish Project is to expand Unieuro, an Italian electronic department store, through social media by using personalized customer photos. Since the use of photos has taken an imp o r t a n t s t e p i n t h e Vi rtu-
al Wo r l d , we c a me u p wi th the i d e a o f u s i n g a p e r s o n a l wi sh l i s t . I t c o mb i n e s a p h o t o of the cu s t o me r a n d s e l e c t ed products
that would be displayed across multiple social media platforms.
Chapter 1 : Visual Brand Design
HOw to join uniwish ?
1
find a uniwish photobooth
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choose a product or icon for taking photo
3
Take a photo !
4
Share photo wite friend and receive newsletter
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HOW DOES UNIWISH’S PHOTOBOOTH WORK ? Customer will be asked to fill their name, email, choose which catagory they identify with and pick a product they wish to purchase. Once the photo is taken it will be sent out to anyone they desire. Then Unieuro will send them Newsletter which includes a real photo file, a photo for Pinterest and a photo for intagram for them to share on any social media platform.
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PRIZE
WON MONDADORI WINDOW DISPLAY DESIGN COMPETITION SALONE DEL MOBILE 2013
HYBRID ARCHITECHTURE AND DESIGN INSPIRED BY CULTURE window display design competition for modadori, duomo. salone deL mobile 2013 Manussanun Noksakun
Puttikhun Penwan
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Design should have the following colour
*The books is just a reference for competition. Salone de Mobile 2013, Mondadori will display Interni Magazine issue April 2013. Chapter 1 : Visual Brand Design
OBJECTIVES Window display competition for Interni Magazine issue of April 2013, Hybrid Architecture & Design will be an main concept for collectors dedicated to the theme of mĂŠtissage (crossbreed). This concept, intended as hybrid, it performs as a mix of culture and technology. The book will be display at Mondadori, Duomo duriong Salone de Mobile 2013.
WHAT TO DISPLAY Interni King Size Interni Panorama Magazine Interni Magazine Guida Fuori Salone Guida Zee Milano
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concept & MOOD BOARD Nowadays, technology is bringing people closer than ever. Communication technology has enabled people to connect with one another, forming large cyber-communities. These cyber-communities have bridged many different societies, causing the phenomenon we call “Crossing Cultures”. “Crossing Cultures” occurs on a near global scale, and as a result has become a source of inspiration for artists and designers. Recently, Interni Magazine noted this, and made the decision to publish a piece titled Hybrid Architecture & Design, centred on “Cross Cultures” influenced technologies and architecture. The magazine will feature at Mandadori Duomo during Salone del Mobile. For this reason, window display will play an important role in delivering the magazine’s message. Our aim is to create an eye-catching display that captures the viewers interest, and coveys the message of the editorial.
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Chapter 1 : Visual Brand Design
The aim of the Cross Culture project was to create overlapping images that represented architecture from Europe and other parts of the world. We decided to use Duomo Cathedral for the main body of the image, while mixing it with elements of Asian and Middle Eastern architecture to represent the culture clash that is the result of communication technology. For the background, used a world map decorated with a Fibre Optic wire to reinforce this idea. This line connects each continent and will illuminate in red and green at night to reflect upon how technology connects different societies all over the world. Just like the layering effect we used on Duomo, the window display is made up of a mesh of different Cultures. The concept of technology is used in lighting design. Red spots on the map represent hubs of culture, which are connected by three shades of green line represent "Crossing Cultures" phenomenon that will be a theme in Interni Magazine this issue.
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PRIZE
Chapter 1 : Visual Brand Design
THE HIGHEST SCORE PROJECT FASHION BUYER RESEARCH FASHION MANAGEMENT, DOMUS ACADEMY 2012
CASE STUDY : LA RINASCENTE FOR INDIAN CONSUMER in BANGALOR P R OJE C T L E A DE R A L E S S A NDR O C A R ON F A S HION B U Y E R , L A R INA S C E NT E
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Aux Villes d’Italie, Bocconi brothers start a business in Milan/ revolutionary shop. Chapter 1 : Visual Brand Design
La Rinascente store, destroyed during Allied bombing attacks, reopens in Milan.
Senatore and Romualdo Borletti, acquire control of Bocconi’s store, which is renamed La Rinascente.
F M
Fiat take over the company Milan
Objectives Research Bangalor consumer behavior with a view to open “La Rinascente” in Bangalore, India, with different approached designed specificially for country that will welcome the new opening of “La Rinascente”. Retain “La Rinascente” style and Italian heritage in Bangalore and other nations
La Rinascente is acquired by a consortium led by the Borletti family, including Pirelli Real Estate.
La Rinascente is bought by the Central Group, Thailand.
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Bangalore Said shopping consumers that do not is favorite leisure activity trust retailers for family.
Check price between stores
Chapter 1 : Visual Brand Design
For electronics they may pay mo for after service product warranti Apparel is heavily oriented Openness to towards special credit occasions. Less-25: 45% 25-35: 38% 35 up : 28%
ore & ies
BANGALORE CONSUMER BEHAVIOR
Women apparel sale is “Ethnic style�
The majority of jewelry sold is traditional design Willing to pay a little more for conveniently located store
Said shopping location should be in 15 minutes.
Stake of that brand must held by Indian Increase for investor! import duties so indian people prefer go aboard to buy luxury
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Chapter 3 : Fashion Management
30 minutes
14 minutes
20 minutes
NO TRAIN OR TRaM Suggested location is “bangalore palace street“ 64% of Indians said that they would prefer that the shopping location be 15 minutes. The location was calucalted given this distance from the IT Industry and wealthy neighbourhoods, as these areas have the highest per capita income in Bangalore. Portfolio of Tapana
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CONSUMER ANALYSIS
LIVES IN TOWN / Literate / not include children
WOMEN
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S Developing Economy. Openness to Credit. Shopping being a huge sector for Leisure
W Disorganised Retail. High land Rentals. Weak Brand Promotions
O Increasing Brand conscious/ awareness. Rise in Global lifestyle needs. Increasing Spending behavior in consumers.
T Import Duty (30%) on International Brands Collaboration with Indian Company to establish
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BRAND SELECTION STRATEGY According to research, Italian culture has had an influence over Indian consumers in terms of trust and reputation. Therefore our strategy was to work on how to selecting the brands for the store that reflected Italian identity. For this reason, more than 60% of the brands in La Rinascente, Bangalore, would be Italian brands, including housing & furnishing, Some examples inclue Armani, Salvatore Ferragamo, Mami, Todd. Furthermore an Aperativo restaurant (italian buffet), Sartolia Serive (fix and change), and Caffe & Gelateria would also be available for our customer.
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1F WOMEN’s CONTEMPORARY Target Group Women age : 25-35 Student, Aspiring, Young Professional
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2F WOMEN’s LUXURY Target Group Women age : 30-55 Working Women, Professional, Foreigner
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3F MEN’s wears Target Group Women age : 25 - 60 Young Professional, Working and Business Men
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*The picture is used for the reason of education and presentation only.
Chapter 1 : Visual Brand Design
IN CONCLUSION Favoring Indian target analysis. High success probability. Fast developing economy. Only one competitor. Location in the heart of the city. Promising European luxury style. Assures quality with Made in Italy tag. Important to after sales services. Amalgamation of west and east.
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F I N A L C H A P T E R ONLINE DIARY AND CURRENTLY PROJECT
Photographer
Writing Skill
Final Chapter : Online Diary and Currently Project
Photoshop
Wordpress
Personal Interest
Landscape around Domus Academy, Photographed by Tapana Portfolio of Tapana
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Final Chapter : Online Diary and Currently Project
T H E
T I C K E T s
The purpose of this chapter is to represent my personal interests rather than my career. I love taking photos. Moreover, I like to capture every moment I share with my friends through the lens. The Tickets was started in 2011, when I had my first international experience. I met a lot of new friends and had a good time with them. But all good things come to an end, after graduation, we all went back to our home countries. Therefore, I had the idea of creating a blog about our experiences. So we might have a platform that we can still keep in touch with eachother more than Facebook. Hopefully this chapter will represent my visual skills to the reader. You can follow my diary by this link www.itapana.wordpress.com. I willl be interested to hear any opinions you have.
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Final Chapter : Online Diary and Currently Project
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FOLLOW THE TICKETS
HERE
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*The picture is used for the reason of education and presentation only.
Final Chapter : Online Diary and Currently Project Chapter 3 : Fashion Management
ALAX W DIAMOND IN CONCLUSION
Favoring Indian target analysis. S P R I N G - S U M M E R 2 0 1High4 success , N Eprobability. W Y O R K Fast developing economy. Only one competitor. Location in the heart of the city. Promising European luxury style. Assures quality with Made in Italy tag. Important to after sales services. Amalgamation of west and east.
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ALAX W DIAMOND, BRAND IDENTITY New York based new designer Alax W Diamond conceives his collections with the purpose to arm its wearers with strength and confidence. He expertly combines unique fabrics and cuts, creating ultra-modern pieces that are simultaneously edgy and feminine. With this versatility, Diamond’s collection manifests the powerful yet elegant duality of the female spirit. KEY WORDS Alax Daimond Geomatric Mininalis
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Start from mixing the letter “ALAX W DIAMOND” overlapping each other. Try to find a silhouette for logo.
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Select only the ovelapping area and shape the silhouette.
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Afterward, gradient grey was colored logo and fill white color in order to illustrate as this idea of a diamond. Final Chapter : Online Diary and Currently Project
ALAX W DAIMOND
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Final Chapter : Online Diary and Currently Project
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ANSWER THE QUESTIONS
My Strength POINT
HOW I CAN CONTRIBUTE TO IDEO ?
I can work through the design process starting from researching and analysing trends and competitors, in order to define the design direction. Afterward, expanding brand identity by way of using physical (picture, print, product, packaging, corporate identity) and virtual tools (graphic, website, newsletter, social media).
With my education regarding marketing and branding design, I can work in between commercial and creativity.
I work on grid and layout very fast.
I understand what client want in marketing point of view as same as creative perception. Therefore, I can be a good middle man in a project.
WHAT I would like TO learn from IDEO ? I would like to learn the working system of top design company. I am excited to work alongside talented team who has difference background in order to learn the benefit of team work and see a dynamic output.
MY GOAL AS DESIGNER
I believe that every brand has its own DNA and I like to visualise it. I love to travel and work along side with difference people in difference culture.
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C O N TA C T TA PA N A
SEND AN E-MAIL
E
W
B
WORDPRESS
BEHANCE
L LINKED IN
CV TAPANA CHOOCHARTPONG 26 . 06 . 1988 Dna.tapana@gmail.com Nationality : Thai Address : Via Spezia 22 Milan, Italy Cell : +39 345 8284546
LANGUAGES
THAI : NATIVE
ENGLISH : FLUENT
ITALIAN : CONVERSATIONAL
Education Sep 2011 - Now Sep2011 - Jul2012 Jul 2007 - Jul 2010 Mar 2007 - Apr 2007
Domus Academy. Master in Visual Brand Design. Milan, Italy DomusAcademy.MasterinFashionManagement.Milan,Italy Srinakharinwirot University. Bachelor in Fashion Design. Bangkok, Thailand Raffles Design Institute. Summer Course in Fashion Design. Bangkok, Thailand
PROFESSIONAL EXPERIENCE JUL 2013 - NOW MAY 2013 - JUNE 2013 Aug 2010 - Jul 2011 Jun 2011 - Jul 2011 Dec 2009 - Jan 2010 Jan 2009 - Apr 2009 May 2008 - Sep 2008
Internship as Visual Designer at frog Milan, Italy Corroborate Print Design with Alax W Diamond Womenswear summer 2014, New York. Creative Director at Rhino Ceros, Bangkok. Thai Silk Developer for Thai villagers at Thailand Textile Institute. Fashion Illustrator at Thailand Textile Institute. Internship as Fabric Designer at Thailand Textile Institute. Freelance Fashion Illustrator and Free Hand Drawing.
PRIZE AND REWARDS 19th Apr 2013 Won Vivi Danone Application Design. Domus Academy’s Final Project. 02nd Apr 2013 Won Mondadori window display design for Interni Magazine’s, Salone de Mobile, 29th Jul 2012 Won “Second Prize Award” the competition for the Master in Visual Brand Design, Domus Academy. 20th Feb 2011 Won “First Prize Award” the competition for the Master in Fashion Management, Domus Academy. 20th Feb 2009 Top 5 Final Round, Platinum Street Fashion Design II 5th Dec 2009 Won Men Wears, Saha Group Young Designer Contest IV 28th Nov 2009 2nd Women Wears, Grand Sport Young Designer Contest V 21st Nov 2009 Singha Present FASH part III, Bangkok International Fashion Week. 15th Sep 2009 Top 5 Men Intrend Young Creative Designer Contest II 26th Nov 2008 2nd Platinum Fashion Illustration Design I 9th Aug 2007 2nd Leather Goods Design, Thailand Student Fashion Project Award III
sPECIALIZED SKILLS
FASHION DESIGN
FASHION MANAGEMENT
VISUAL BRAND DESIGN
Women’s wear Design Men’s wear Design Print Design Fashion Stylist Fashion Photographer Fashion Illustration
Fashion Branding Trend Research Fashion Communication Buyer Fashion Marketing
Adobe! Photoshop Adobe Illustrator Adobe InDesign Adobe After Effect Adobe Flash Player Grid and Layout Design Cooperate Identity
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SPECIAL THANKS TO LECTURERS in fine art MR. PATHARAPON SIRIMUSIKA Head lecturer of Fine Art, Seangthong Vittaya School
MR. Paiboon Pongrattanapisut Freelance lecturer of Barn Sin Studio, Songkhla Thailand
Srinakharinwirot University Prof. Ravitep Musikapan Director of Major Fashion Design, Faculty of Fine Art.
Ms. sawanya jomthepmala Lecturer of Major Fashion Design, Faculty of Fine Art.
Domus academy MRs. ANNAgemma Lascari Director of Master of Fashion Management
MR. ALESSANDRO CARON Project Leader : Fashion Buyer Research, Buyer at La Rinascente
MR. Paolo Fanara Thesis Project Leader and Product MAnager at Red Valentino
MR. Stefano Cardini Dorector of Master of Visual Brand Design
MRS. Margherita Paleasi Thesis Project Leader for Glamour Magazine
T H A N K
Y O U
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