in the present” Rule 57: “Guilt tells you where you’re going wrong” Rule 58: “Someone will make it better”
e“Rule 1: “Climb the career ladder”Rule 2:“‘I want’, never gets” Rule 3: “If it isn’t broke, don’t fix it” Rule 4: “Spend more time in the office”
Rule 9: “Never mix business with pleasure” Rule 38: “Take one step at a time” Rule 10: “Keep your thoughts to yourself only” Rule 11: ”Success is a good job earning lots of money” Rule 12: “Some people are just born lucky” Rule 16: “The world is against you” Rule 17: “ We all have an absolute right to be respected” Rule 19: “Have something to say for yourself” Rule 20: “Some people
are just difficult” Rule 21: “You can’t be cheerful if you’re in pain” Rule 22: “Good work speaks for itself” Rule 23: “Do what it takes to get what you want”
Rule 24: “A place for everything, and everything in its place” Rule 25: “It matters what other people think” Rule 26: “Give as good as you get” Rule 27: “Stick with your own kind” Rule 28: “Give as good as you get” Rule 29: “ The best things in life are free” Rule 30: ”It’s
where you’re going that matters, not where you” Rule 31: “Mistakes are a bad thing” Rule 32: “And everybody will be your friend” Rule 33: “If you don’t like it, tough” Rule 34: “Face your fears” Rule 35: ”Small
spaces demand quiet colors” Rule 36: “What you do is more important than why you do it” Rule 37: “You can judge a book by its cover” Rule 39: “The best people will be there for
you for life” Rule 40: “ Enjoy yourself while you’re young” Rule
41: “Believe you’re the best” Rule 42: “Don’t allow people to make you feel bad” Rule 43: “Some people just get to you” Rule 44: “You can’t help how you feel” Rule 45: “Strive for perfection” Rule 46: “Appearances matter” Rule 47: “It’s
just a drop in the ocean” Rule 48: “The job comes first” Rule 49: “If you know you’re in the right, don’t back down” Rule 50: “Stick to what you’re good at” Rule 51: “The more you learn about a subject, the more of an expert you become” Rule 52: “If you’re going to do something, do it properly” Rule 53: “Stick with what you know” Rule 54: “People will judge you by what you own” Rule 55: “Hide your mistakes” Rule 56: “Live
Name // Leung Tsz Wan Application Number // 170074479 Applied Discipline // Advertising Design
Break Rules.
In design, people break rules. I don’t just break rules, I breakthrough.
We are just like advertising. Promoting our good sides and wish you can pick me up, take a look, and choose me. You are about to see my GOOD pieces, but now there is one missing piece. My Bachelor of ADvertising piece. Give It To Me.
Contents
01 Agent 007
02
05 UNGUILTY. Project
Pringles Advertising
06
03
Gatorade Campaign
Typography Anatomy
07
04
Store Us
Spotify Campaign
08 Photography
01 Agent 007
01 Agent 007
Title Format Dimension Purpose Audience
Agent 007 Individual Project // Booklet // Desktop Publishing 176 x 250 mm // B5 To demonstrate own skills on desktop publishing All
Descriptions When I design this booklet, I took James Bond as theme and connected all desktop publishing skills by using the storyline. The sesction pages has used the famous movie scene to combine it with interesting materials. Small booklets are also inserted into the middle part of the book to show the workhas I have done in pass few weeks. At the end of the page, instead of CD or USB, I chose to use SD card to attach the digital ďŹ le of the booklet in order to strengthen movie sense of Agent 007.
Transparent card is used to demonstrate grid system and section pages.
Process In order to match the movie scenes in the booklet, I tried many different materials and try to apply it in the smallest detail of the book. I have tried to print on transparent cards and create the signiďŹ cant ďŹ rst scene of 007 movie with James Bond in the middle of the gun aimer, with the replacement of the section title. I have also looked into the logotype development of 007. By using the gun shape and turn it into a logo of this book.
Final Logotype
Process After printing out the booklet, the visual elements are fine and match with the theme. However, I think it lacks of a “wow” factor. Therefore, I come up with an idea of the gun shot scenes in James Bond movies.
Then I use a pen to stab into the cover of my booklet and stab through it. The cover with holes look like to be shooted by the bullets. And this post-press effects make my booklet even more interesting.
02 UNGUILTY. Project
02 UNGUILTY. Project Title Format Dimension
Purpose
Audience
UNGUILTY. Project
Individual Priject // Stationery Set // Experimental Format 210 x 297 Letterhead 148 x 210 Envelope 148 x 210 Invitation Card 89 x 51 Business Card To design a set of stationery for company use, which at the same time fit for the company functions, brand, style and feel Company’s Internal and External Events, Company’s Clients, Working Partners
Descriptions UNGUILTY. is an investigation and forensic science
company that helps to prove clients to be unguilty. They look in to the smallest details of the case and search for what people missed and can’t see. In this set of stationery design, I have applied various materials and make them into experimental format. When clients or other people received them, they can interact with the stationery and strengthen the brand image of UNGUILTY.
Process – Temperature Sensitive Paint In order to create the color changing effect on the business card, I have bought two kinds of paint to experiment on different materials. One of them is powder and the other one is liquid paint.
After testing on papers, I chose to use the powder one as it is more easy to attach on uncoated paper. However the dilution of powder and water need to be accurate in order to create the best effect.
Descriptions I have applied mirror card concept into the invitation card set 1. Since UNGUILTY. is a company for ďŹ nding out evidence and get information, I want to use the same concept into the invitation card. When guest received the card, they can see the real image from the mirror by adjusting to the right angle. This can let them experience what the company does.
Descriptions In another set of invitation card, I have applied scratching materials on it to hide the important informaiton. Receiver can take the attached coin to scratch away the materials to reveal the info, just like how the company deal with cases during investigation.
03 Typography Anatomy
03 Typography Anatomy Title Format Dimension Purpose
Audience
Typograhy Anatomy Individual Project // Post Cards 148 x 210 // A5 To demonstrate own understanding on typography anatomy with interesting ideas All
Descriptions This set of post cards is the introduction to typography anatomy. When I start conceptualizing my idea, I found that many anatomy terms are similar with body parts. Then I remember I have read about many english idioms that can applied to these terms and make them fun and interesting. It can also give a story to the post cards and make them appealing to the audience.
Descriptions Mixing in the element of story telling in my design, I think can make the whole set of post cards to be more consistent and attractive. At the same time I combined the descriptions with English idioms into the introduction of the anatomy, I wish to make them less boring and allow audience to have more imagination when reading the cards.
Original Design
Process & Improvement In the original design, I realized that the illustration of the eye on “e” has made the letter “humanized”. Therefore, I think it will be more fun to change the description of keep an eye on “e” to “me” to make the story sense stronger and interesting. The introduction to typeface Baskerville has also moved inwards to avoid text to be put too aside. Final Design
Original Designs
Process & Improvement Since some of the post cards are interactive with the audience, sucha as letter “R” can be teared off and refers to the idiom “break a leg”, I have made some amendment to the original design to make it more obvious by adding dotted lines to indicate the part can be teared off. Also, a brief introduction of the idiom is also added to let the readers to understand my concept in a better way.
Final Designs
04 Spotify Campaign
04 Spotify Campaign Title Format
Spotify Priority Individual Project // Ambient Media // Interactive Media
Dimension
~ 1.5 meters for glass posters ~ 300 x 300 mm for seats stickers
Purpose
To create a set of ambient media in MTR for Spotify with a fun twisted concept of “Priority Seats�
Audience
All, MTR Passengers, Music Lovers
Process & Observation The concept of priority seats in MTR has been a controversial issue in Hong Kong. The promotion of priority seats is also very popular recently. Whenever I got onto MTR trians, I can always see the posters encouraging people to give their seats to people in need.
I think this concept can be taken and further develop it into a fun and playful idea, that can involve more people, not just those in need, but all the passengers with different mood and emotions.
Phase I // Spotify Priority Mood Quotes in Trains
Idea & Sketches These are the sketches when I generate the idea and compose the detail of how it works. I tried to come up with songs as many as I can to help me proceed to composing quotes on the stickers. I also found some ambient media in MTR as reference.
最心碎的人優先
最懷念校園的人優先
最歸心似箭的人優先
最寂寞的人優先
最想念舊友的人優先
最想家的人優先
Glass Stand Stickers Design
我還記得那年那個 「最佳損友」. . .
忽爾想起當年的 「友情歲月」. . .
如何回到 「友共情」的日子. . .
終於明白為何要 「聽媽媽的話」. . .
想念爸爸 「單車」的後座 . . .
Seats Stickers Design
Mock Ups & Descriptions The mock-ups have demonstrated how the campaign works. The be glass panel where passengers always lean on and stand by would be having emotion quotes priority, attracting the attention of passengers and scan the QR code on it. Song list will be generated and they can listen to the songs for free wirelessly. The QR codes on the seats with quotes about the song names also birng audience that particular song, in order to let everyone with different emotions to be ďŹ tted in different songs provided by Spotify.
Phase II // Spotify x MTR App
Original interface of MTR App
Spotify x MTR App Interface
1// After choosing starting point and destination
2// Estimated journey time will be calculated and customized playlist is generated according to the journey time
Description & Concept The concept of priority seats in MTR has been a controversial issue in Hong Kong. The promotion of priority seats is also very popular recently. Whenever I got onto MTR trians, I can always see the posters encouraging people to give their seats to people in need.
3// Three cutomized playlists with different languages can be chosen that ďŹ ts the journey time perfectly
Songs start playing
Pop-up promotion for upgrading service
05 Pringles Advertising
05 Pringles Advertising
Title Format Dimension Purpose Audience
Pringles Advertising Individual Project // Print Advertising // Copywriting 210 x 297 mm Design a set of print advertising to hightlight the package of Pringles All, Chips Lovers, Consumers
Description In this design, I want to emphasize on the unique packaging of Pringles Chips, which is their cylindrical shape container. What special about it is that less air would be pack into the package and more chips can be put into it. Unlike other companies, giving customers half pack of air and small amount of chips.
Descriptions All captions of the posters ared related to fun quotes about air. When I compose these captions, I tried to use a more humouous angle to present my idea. Through reading the captions, audience can understand what I am refering to and have fun when ďŹ nding out how great Pringles’ packaging are.
Inspiration I like to read interesting quotes and ironic jokes in social media, as it can help me know more about what people think and their behavior. These two popular images were found before I create this set of advertisment. I was thinking since everyone feels the same way on Pringles chips, why not put them into a fun and ironic advertising that can help to promote Pringles at the same time let people enjoy the ironic jokes? Notes When Composing The Quotes
Process & Improvement The above three posters are my designs last year. I have used the same slogan for the captions in three different flavors. However, when I look into my designs again this year, I found out this is too boring and simple. By changing the caption into different ones can make them more appealing and attractive. At the same time I hope to keep the ad simple and allow people to enjoy the fun of language.
Original Design Last Year
New Designs With Mock Up
06 Gatorade Campaign
06 Gatorade Campaign
Title Format Dimension
Gatorade Campaign Individual Project // Print Advertising // Event Concept 297 x 210 mm
Purpose
Strengthen brand image and conceptulize a fun and energetic event for Gatorade
Audience
All, Casual & Professional Athletes, Sports Lovers
Concept · Process & Research Before redesigning the advertising posters for Gatorade sports drink, I think conducting some marketing research would be helpful to my campaign. Therefire I have investigated the brand by using S.W.O.T analysis.
Strength
Weakness
// Innovative // Professional & Scientific // Great variety of products // Iconic symbol // Great market share
// Poor coverage in Hong Kong // Brand logo changing too fast // Too specific target segment
Opportunities
Threat
// Government's sports campaign // Sponsorship towards large scale sports league // Social media trend
// Other rising brands // Relatively high price // Unusual color
I found out Gatorade’s target segment is too narrow and their unusual colors might be hard to accept by the general public. However, they met a very great opportunity, which is the popular social media trend. That would be the inspiration and concept for my campaign.
Descriptions This set of simple posters are designed for the Gatorade sports drink. Instead of changing or adding in new elements, I want to strenthen the brand image by using natural energy such as ďŹ re. The short slogan put into the posters also represents how athletes (one of their target segment) perform after drinking Gatorade.
Design Concept Another function for the campaign is to organize a online competition for Gatorade #BottleFlipChallenge. Through utilizing social media as the platform and promotional tool, Gatorade can take this opportunity to promote their products and expand their customer base. The participation of this campaign is also high as many sports players will bring along drinks to sports ďŹ eld, they may challenge themselves during breaks with friends.
Inspiration & Rationale Behind The reason why I combined the idea of bottle flipping with Gatorade sports drink is mainly due to their principles behind. Bottle flipping requires concentration, control and balance, just like doing sports. This idea was inspired when I was watching people around me th flipping bottles. By using Gatorade bottles, peopl can combine tricks with their favourite sports and upload the video to the social meida platform with the tags #BottleFlipChallenge #GatoradeMyWay to win prizes. At the same time help Gatorade products to gaining good publicity.
Bottle Flipping // Requires skills and techniques // Emphasize on balance and control // Trial and error // Never give up
Sports // Professional skills and techniques // Balancing and control are keys to success // Keep on failing and trying // Sportsmenship, never give up
Rationale of Combining Sports and Bottle Flipping
Bottle Flipping Hot Trend
Concept This researched images are the mood and idea of what I want to bring out in the #BottleFlippingChallenge. Sport lovers can combine their favourite sports wit tricks to create their own style of bottle flipping video. Individual style created can also match with Gatorade’s slogan “Gatorade · My Way”.
07 Store US
07 Store Us
Title
Store Us Pop-Up Book with YWCA
Format
Group Project // Pop-Up Book
My Role
All Content Writing, Photography, Coloring
Dimension Purpose
Audience
240 mm x 220 mm To design a pop-up book introducing Shek Kip Mei Market for our client YWCA and the public YWCA, Shek Kip Mei Residents, Shop Owners in Shek Kip Mei Market
Description & Role Our client in this project is YWCA and our aim is to design a pop-up book about Shek Kip Mei Market. During the site visit, my role is to take photo of different stores in the market in every angle I can, as they would be the base for my teammates to draw. This is not easy as the stores are usually very small and crowded, makes every shot become challenging. I have to pay attention to the smallest details and could not miss any part of the shops. Another role is to compose all the content of the book in Chinese within two days. It was challenging due to limited time, however, I have enjoyed it as writing is one of my favourite thing to do.
Design Concept <開檔> is the book title that thinked by me. The reaason that I suggested this name as title is to match with the local langauge of “start the business”, at the same time matching with how we make the pop-up structure to be open-able for readers when digging into the store details.
Process & Souvenir At the very beginning, we planned to use Chinese calligraphy to write the book title. We have tried to write different styles of calligraphy. However we chose to use BeiWei typeface at last. When organizing the booth, I realized that these hand-written calligraphy can be applied on the packaging of our souvenir, wrapping up the small signboard for free gift. Then I use the calligraphy to create a pattern and use it for souvenir packaging.
Booth Set Up & Public Exhibition This is how we placed our booth in the ďŹ nal presentation. I suggested to my group to buy the red lampshade that is traditional and recognizable in market to be one of our props. This can help to generate the atmosphere and feel for audience. YWCA has also held a public exhibition in Shek Kip Mei in February 2017 for the general public, introducing the market and our pop-up book. The exhibition held for two days and our book was opened for public to read. This book will also be printed in mass production in around April to May, for around 2000 copies for public purchase.
Public Exhibition in Shek Kip Mei, our pop-up designs are made into post cards for souvenir as well.
08 Photography
08 Photography
Title Format Dimension Purpose Audience
Photography by Film Individual Project // Film Camera Snapshots 135 mm ďŹ lm size To record my life and moments also people who worth remembering Actually No One or maybe, Myself
Breakthrough.
This page ends my portfolio NOT ME