Portfolio by Tiffany Lam

L +852 65453883 lamchiwai.t@gmail.com lamchiwai tiffanylam.strikingly.com tweedlets

SENSORY & EXPERIENCE BRANDING

Sensory Dining Experience Eva lua tio n

ns tio cta e p Ex

Restaurant Selection

Pre -di nin g

The Mood The Meal

Dining Decision

Restaurant Arrival

The Consumer

Detail: Exploring the five senses in sensory branding in the casual dining market. The purpose of this research is to explore the use of design that can be applied in various touch points for creating a sensorial experience in the dining environment and the aim is to build a sensory experience framework for casual dining restaurants in order for the brand to build a strong distinctive durable brand. By building sensory cues, audiences can recognise the company and distinguish it from others.

r ie

s t-

Po Promotion on Receipt, Loyalty Programs, Call Centre Blog, Email Newsletters, Social Media Channels, Reviews

Restaurant Front, Offer, Call for Reservation, Special Requests, Parking, Queing Restaurant Webpage, Online Ads, Viral Emails, Social Media Channels , Search Engine, Booking Channels, Third Party Sites

nce rie pe Ex

Loyalty, Word of Mouth, PR, Brand Awareness, Restaurant Front

Service: Sensory Branding and Experience, Emotional Branding, Restaurant and Brand Design, Experience Marketing

rie

nce

Departure

in Din

Arrival, Greeting, Decor, Ambience, Seating, Order, The Meal, Staff Service, Menu Design, Food Quality, Pay Social Media Channels

Intangible Factors Tangible Factors

ÂŠ Tiffany Lam & Brunel University, College of Engineering, Design and Physical Science

SENSORY & EXPERIENCE BRANDING

Â© Tiffany Lam & Brunel University, College of Engineering, Design and Physical Science

SENSORY BRAND ANALYSIS

BRANDS AND THE RISE OF EXPERIENCE Singapore Arilines Lush Coke

Sight 5

Touch

Sound

Detail: As part of the â&#x20AC;&#x2DC;Sensory Dining Experienceâ&#x20AC;&#x2122; Project, three different brands were chosen to compare their sensory experience and using an adaptation of the Holistic Experience Analysis by Schmitt to focus on the five senses that interacts with the public. Coca-Cola scored the highest taste, Lush scored the highest in Smell and Singapore Airlines scored the highest in Sight and sound.

Taste

Service: Sensory Branding, Experience marketing, Holistic Experience

Smell

STRATEGIC DESIGN MANAGEMENT

Design Management Structure of Qeelin Fig. 1 Company Structure and Job Description

Job Description

Works closely and directly with all levels in the design team and across other departments CEO & Creative Director Dennis Chan

HR & Admin

Head of Design Management Gaga So

PR & Communications

External Consultancy

Ad Agency Air Paris Works closely and directly with all levels from CEO and down

Jewellery

3D Project Design Manager Zoe Lam

2D Project Design Manager Lap Chan

Jewellery Designer (1)

Draftman (1)

Graphic Designer (1)

Digital Designer (1)

Photographer Chan Man Photographer Wing Syha Other Agencies

External Suppliers and Productions

When there is a new project, the Head of Design will work with 3D Design Team for what the new products are, when and where the products are launch and how to present the new products. In the meantime, the Head of Design will work with 2D Design Team to create supporting materials for those products. The best practice in this section ensures the products can be launched at target time flow and the advertisement can be carried out in a suitable time.

CEO/Creative Director Meeting the needs of employees, customers, investors, communities, and the law. Creating culture, building the senior management team, setting strategy, vision, direction. Leading the design and concept, guide the team. Make decision and build connection with other companies and stakeholders. Decide on product launches and marketing campaigns and come up with the final judgement. Delegate jobs to the rest of the team. Since there is no set design guideline, Dennis makes the final judgement and decision for each project Head of Design Management Through the meetings & discussions, the head of Design management will work out the whole plan for advertising & product launch. Overseas the 3D and 2D team manager and reports to the Creative Director. Manages multiple briefs and plans the design project. Hold weekly meetings and keep track with on-going and future projects. 3D Project Design Manager In charge of all production projects who act as a role of merchandising. Reports to Head of Design Management, work closely with 3D design team and liase with the 2D team. Estimating the time required to complete the work and providing quotes to the head of design management. Jewellery Designer Create decorative items from their own designs using mainly precious metals and gemstones and work closely with draftsman to amend changes on the drawings. Draftsman Prepares technical drawings and plans under the direction of Jewellery Designer and has a good understanding of gems 2D Project Design Manager In charge of all advertising projects who act as a role of marketing. Reports to Head of Design Management, work closely with 2D the design team and lease with the 3D team. Estimating the time required to complete the work and providing quotes to the head of design management. Working with other departments: account executives and marketing specialists. Graphics Designer Creating design solutions that have a high visual impact for events, advertising, develop creative ideas and concepts, choosing the appropriate media and style to meet the briefâ&#x20AC;&#x2122;s objectives and managing more than one design brief at a time. Working with other departments: account executives and marketing specialists. Digital Designer Developing interactive design, Design and create web content for the company web page including the design and construction of web pages, email campaigns and display banners working across a range of channels including web and mobile, from initial brief to completion.

Service: Design Management Strategy, Design Structure Detail: Module Assignment exploring the use of design management framework to analyse Qeelin manages its design requirements and how the organisation has benefited in the use of Strategic Design Management and how it might improve what they currently do. Obtain desk and primary research by contacting the organisation in order to understand the company structure and further detail insights.

ÂŠ Tiffany Lam & Brunel University, College of Engineering, Design and Physical Science

Deciding

Designing

Defining

Determining

STRATEGIC DESIGN MANAGEMENT

Strategic Level Attitude Design Commitment Embraces the mythical essence of China’s cultural heritage with the excellence of French craftsmanship through the medium of contemporary fine jewellery design. Design Culture and Policy Bringing modernity into China’s arts and craftsmanship as well as letting the world discover the best of China Environmental & Facilities Design in company studio and gems are supplied by their contracted workshop for manufacturing Has a supportive environment for design, Designers follow the directions of Managers and Creative Director

Tactical Level Organisation Design Resources & Process Follows a 10 year on-going plan and plan ahead their product launches 4-5 years ahead. Throughout the years, they observe, sit together in meetings, build up a design inventory. Campaigns are planned 9 months to a year ahead. Working with external photographers (eg. Chan Man "Buckle My Love") to develop marketing campaign Working with external ad agency (eg. Air "Baby Qilin") in design and brainstorming ideas for campaigns. Has a strong relationship with some well known Chinese celebrities to help promote in Ad campaigns and events (eg. Maggie Cheung) Team Structure Designers reporting to design manager and the creative director works closely with every one in the design department Objectives Visions Design Approach Design Goal To bring the best of contemporary Chinese design to the world and There is no market research before determining new products. Nor are gems used to determine designs. "For example, at a dinner party let more people be exposed of the Chinese history and culture. I would notice what is lacking on my friends and I would feel this kind Design Philosophy Designs are to be worn daily instead of something to be worn only on of product would fit them perfectly. That is more of the information special occasions. and source when I’m designing new pieces of jewellery.” - Dennis Design Language The fine jewellery needs to be enjoyed, fun and very fashionable Based the rich culture and history of China Strategy Brands & Promises Connected with Chinese culture, every collection of Qeelin is a symbol of Chinese philosophy Precise luxury jewellery quality in their gem stones Competitive Advantages Small, young company doesn't have a long history like Cartier Its jewellery contains a range of influences yet its purpose is precise Headquarters in Asia, not Europe Combines traditional Chinese themes with French craftsmanship, a design-first aesthetic, the use of precious materials The brand creates modern, fashionable versions of traditional Chinese images. For example, its King & Queen line is based on variations of the Dragon (king) and the Phoenix (queen). The collection of rings, bracelets, necklaces and earrings are made of 18k white and rose gold with diamonds and rubies. In some cases the parts move, such as the wings on the Phoenix (Image 1 in Appendix). The jewellery is light and lively and designed to be worn daily. Corporate Performance Creative Organizational Development The CEO/Creative Director works closely with each department in order to stay on track with the company's performance Establish training and education programmes in design and design thinking for everyone in the organization Vision & Confidence To become a jewellery brand that represent China, like how France has Cartier and Italy has Bulgari Has the ability to creates its own trend instead of following market trends

Operational Level Implementation Products The jewellery reflects the brand vision and value Fine tuning selected designs before deciding when to launch in the market. Quality control and liaising with workshops and suppliers Services First class customer services in-stores and online to portraying the brand's vision and attitude Experiences Contemporary Chinese environment in its boutiques and a blend of East and West inspirations in its jewellery collections. Helps customer to be exposed by the Chinese History through each jewellery pieces Deliverables Design Projects Brand Awareness Campaign, Jewellery Collection, Exhibitions, Collaborations with charity organisations (eg. UNICEF - Image 3 in Appendix) Design Activities Product launches, Press conference, Magazine Coverages, Events

Tactics Unique Selling point Fine jewellery with a twist of Chinese culture and history rely a lot on design and craftsmanship and at the same time a lot of their jewellery could really touch people’s hearts uses stone to enhance the design instead of designing for the stone. Jewellery with movable parts. Product Portfolio Most iconic design: Wulu, Yu Yi and Bobo

Design Attributes Differentiation They have constructed a strategy to be perceived as a luxury brand and for the Chinese people. Design their jewellery around the Chinese culture and heritage theme, very different from European brands. Has a distinctive touch and feel. The jewellery can also be "played" with. (eg. Bobo's moving arms and legs) Design-first philosophy Touch Points Contemporary Chinese environment in its boutiques and a blend of East and West inspirations in its jewellery collections. (Image 4 in Appendix) Social Media platforms - Weibo, Facebook, Instagram The Jewellery itself projects Chinese elements Exhibition - blending jewellery and artwork/sculptures together to form an art piece and creating an experience for the customer (eg. "Mogaoku in Paris" - Image 2 in Appendix) Product Performance Business Performance Effectiveness Market Share Even though Qeelin is a fine jewellery company, it has different offer- High effectiveness in bringing out the Chinese essences from the ings (Chinese touch with a very modern touch) jewellery pieces While the company has European influences and distribution, it is Efficiency focused on the China and Asian markets. Ability to bring out the charm of Chinese design. It is traditional but it’s Market Growth very much hip and fashionable. Currently it has 21 stores and it plans to double the number of stores Customer Satisfaction it has. Same store sales are growing at least 10% each year. Unique and distinctive designs, wearing pieces that has been influFocus on the brand's ability to grow rather than on its current size enced by Chinese culture and history Increases awareness of Chinese traditions in a modern approach

Strategic Level Main Brand Vision: Expose Chinese art to the public Tactical Level Main Design Process: Design-first philosophy, Design Inventory Operational Level Main Touch Points: “Playable” Fine Jewellery

Diagram of the 3 key levels of strategic design management Adapted from Kathyrn Best, Design Management

The 4Ds of Design, Managing Strategic Design adapted from Holt C - adapted Holland & Lam (2014)

BRAND AUDIT: MODELS OWN Service: SWOT Analysis, Product Portfolio, Boston Matrix, Market Analysis, 10 Types of Innovation, Lovemark Matrix, Competitor Analysis Detail: Module Assignment using different framework and methodologies to analyse the brand Models Own and explore the effective use of design to increase customer awareness.

Lovemarks Analysis

Touchpoint Design INTANGIBLE

RESPECT Brand

Lovemark Services

Word of Mouth

LOVE

CREATED BY THE BRAND OWNER

CREATED BY THE BRAND USER

Products

Product

Fad

Open source Software

TANGIBLE Shifts in Touchpoints Abbing E. (2010) Brand Touchpoints. Brand-driven Innovation. Lausanne: AVA Pub

Â© Tiffany Lam & Brunel University, College of Engineering, Design and Physical Science

BRAND ANALYSIS Functional Dimension Nike High standard durable products. Shoes designed to give athletes the best performance Body Shop Fair trade, natural, “no animal testing” products Lush Fresh and healthy products for the skin and the body. Handmade natural products

Mental Dimension Nike Feels determined and competitive Body Shop Fun and responsible Lush Thoughtful and passion about the products. Functional

Lush Body Shop Nike

Social

Social Dimension Nike Creates a community via their apps - Nike Club, Nike Running Body Shop Allow customers to gain involvement - interact with sales consultant and shopping in stores, using refillable containers, support the environment - provide a bond with the organisation. Lush Customers can be part of the community in being responsible to the environment

Mental

Spiritual

Spiritual Dimension Nike Child labour and sweatshops Body Shop Championing ethic trade, social issues. Partnership with NGO and charities, Support Fair trade Lush Lush gives back to the society with strong CSR campaigns, minimal packaging, against animal testing, ethic buying

BRAND IDENTITY

Tweedlets: Beauty, Fitness & Food

Services: Identity Development, Logo Details: Tweedlets is a blog create by two best friends who love to share their views on food, beauty, fitness and lifestyle. As the co-founder of the blog, I have took on the task in creating a logo that best represents the blogâ&#x20AC;&#x2122;s identity.

Tweedlets ÂŠ Tiffany Lam

GRAPHIC DESIGN

Baked Under Seal Services: Service Design, Graphics, Packaging Design, Identity Development, Production Details: An identity development, packaging design for Charmaine K’s macaron business. As the target customers are friends and families of the owner, the exclusivity of her service needs to be shown through the packaging of the product. “the message” The name of the business Baked Under Seal is a play in words in the law terminology. A seal is commonly used in law practices, as a form of authentication on a contract.When a contract that has ‘made under seal’ it has a special significance compared to a written contract. By incorporating the ‘seal’ as part of the design, it will suggests to the user that their goods has been authenticated. On the box, there are pre-outlined circles for colouring with colour markers indicate the macaron flavours in the box. There will be a set of colours that reflect the flavour of the macaron and can be referenced using the leaflet.

Chocolate 73% Cocoa

Citrus Chocolate Orange & Chocolate

Tiramisu Espresso Coffee & Rum

Caramel Salted-Butter Caramel

London Fog Earl Grey & Vanilla

Matcha Green Tea & Red Bean

Pistacia Vera Pistachio & Vanilla

Violet Whip Lavender & Cream

Rose Rose & Rose Petal

Berry Delight Blackberry, Raspberry & Strawberry

Cheesecake White Chocolate Cream Cheese & Strawberry

Passion Lover Passion Fruit & Strawberry

CONTEXTUAL STUDIES & EDITORIAL

CULTURE’S IMPACT ON FASHION Services: Editorial, Contextual Writing Details: An editorial experience for a contextual study on the culture’s impact on fashion looking into identity, culture, brands, ethnicity, and the past and future of fashion and how it shapes the society today.

PRODUCT & GRAPHIC DESIGN

Hong Kong #localguide Services: Product Design, Infographics, Way Finding, Graphics, Identity Development, Production, Content Writing Details: For my final year project, I have recreated travel guidebooks to make it more visually communicative to the user, easier to obtain information while travelling with the aim to reduce potential risk during travel and to enhance the quality of the trip. With the objective in creating a more interactive concept to engage the user when using the guidebook by using paper folding and graphic visuals. It needs to be functional with a flow of how each page is connected to each other. The information and visuals shown in the guide needs to be clear and concise; while the tone of writing needs to be less formal and engages with the user. The outcome of the product is also lightweight and easy to use and they have been produced into two separate guides, therefore only the needed area guide(s) would need to be taken out to use when getting around in the city instead of carrying everything about Hong Kong.

ÂŠ Tiffany Lam & Brunel University of Engineering and Design

PRODUCT & GRAPHIC DESIGN

Final concept of the map: Map of Wanchai and a smaller map of Star Street Area As this is a prototype, in order to show how information would be displayed in the guidebook by focusing on one area of Hong Kong â&#x20AC;&#x201C; Wan Chai. If the project were to continue, other area guides of Hong Kong would need to be produced, such as Central, Admiralty, Tsim Sha Tsui and so on. The essential guide also needs to expand with more content on essential local culture such as Dai Pai Dong, travelling in different months and weather. By doing so, this guide would contain the essential that is needed to go around Hong Kong without using any of the area guides.

ÂŠ Tiffany Lam & Brunel University of Engineering and Design

PRODUCT & GRAPHIC DESIGN Sample pages from the essential guidebook and Wan Chai area guidebook

PRODUCT & GRAPHIC DESIGN

PRODUCT & BRAND IDENTITY

Foundation Global Education Services: Product Design, Graphics, Identity Development, Branding Details: A re-brand and identity development project for Foundation Global Education. A new brand and style guide has also been developed for developing new marketing collaterals.

ÂŠ Tiffany Lam & FGE: Accelerating Athletes

PRODUCT & GRAPHIC DESIGN

Accelerating Athletes Services: Product Design, Infographics, Graphics, Identity Development, Production, Copy Writing Details: An identity development for a new academic and sports program at Foundation Global Education. Marketing materials such as brochures and posters were also developed.

ÂŠ Tiffany Lam & FGE: Accelerating Athletes

PRODUCT & GRAPHIC DESIGN

Foundation Academy Services: Infographics, Graphics, Identity Development, Production Details: Under Foundation Global Education, Foundation Academy after school programmes for student in Hong Kong, focusing on film making, creative writing and oral speech. Promotion materials such as brochures, posters and placement ads were developed for Foundation Academy Summer Programme in 2016. Book cover design and layouts for their Novelist course.

ÂŠ Tiffany Lam & FGE: Foundation Academy

DESIGN & COMMUNICATIONS

Canadian International School of Hong Kong ONE OF THE WORLD’S MOST INNOVATIVE SCHOOLS

Canadian International School of Hong Kong is honoured to be named one of the world's most innovative schools by Cambridge Strategies Innovation 800. Learn how CDNIS is educating the leaders of tomorrow during our weekly school tour.

Services: Content Management, Graphics, Production and Social Media Details: Internal and external communications materials for the school including social media platforms (Instagram & Facebook), banners, brochures, posters, placement ads and digital signages. Magazine design and art direction for school’s publication.

Scan the QR code for a 360º virtual tour.

Canadian International School of Hong Kong The Innovative School of Hong Kong

BRAND DESIGN

Crumbs by Nature Services: Packaging Design, Identity Development Details: Full brand identity development for a upcoming functional food brand

ÂŠ Tiffany Lam & CDNIS

WEBSITE DESIGN

Tai Pan Reflexology Parlour Services: Web Design, Copy Writing & Brand Consultation (www.taipanreflexologyparlour.com) Details: A web design for Tai Pan Reflexology Parlour to showcase their experience and service translating their offline brand experience to a virtual experience.

ÂŠ Tiffany Lam & CDNIS