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"
D e s ig n i s not f o r p h i lo so p h y it's for l ife."
01
My favourite design quote by Issey Miyake.
A0 1
01
A p rocess for br a n d ident i t y des ign “The brand identity process is a proven and disciplined method for creating and implementing an identity. Regardless of the nature of client and the complexity of the engagement, the process remains the same. What changes is the depth with which each phase is conducted, the length of time and the number of resources allocated, and the size of the team.� 1 In Baramizi, we always use this process without elimi-
Phase 1
nating steps or reorganizing the process, in order to accelerate understanding and acceptance of the investment of necessary time and resources, also, engender trust and confidence in the company. There are only 12-15 office employees in Baramizi because the founders want to concentrate on core function and cut costs by outsourcing the work. Consequently, I as a design researcher and brand communication designer, have fully involved in all phases.
conducting research
Clarify vision, goals and values.
clarifying strategy
Synthesize learnings. Clarify brand strategy.
Research stakehoders’ needs and perceptions. Interview key management. Evaluate existing brands and brand architecture.
Develop a positioning platform. Co-create brand attributes. Achieve agreement. Write a creative brief.
Present audit readout.
A0 3
1 Alina Wheeler. Designing brand identity :a complete guide to creating, building and maintaining strong brands. (Hoboken, N.J., 2006), 72-73.
designing identity
creating touchpoints
Brainstorm big idea.
Finalize identity design.
Design brand identity.
Develop look and feel.
Explore applications.
Prioritize and design applications.
managing assets
Build synergy around new brand. Develop standards and guidelines.
Finalize brand architecture. Design Program. Present visual strategy. Apply brand architecture.
A0 4
Achieve agreement.
UNI
The disruptive technology project
Year : 2011 Purpose : This is my MPS Design Management (Pratt Institute), Strategic Technology class assignment. We have to create a disruptive technology and deliver the concrete business plan. Scope of work : Research Business Plan Accomplishment : My team won the second place in the best technology in class. (We have 4 teams in class) Also, we won the most disruptive technology design. In such a short time, 5 weeks, I was so proud of our teamwork and our final work. UNI. is an online, real-time, shared experience platform. UNI as the next level of virtual platform based on my team findings of two key convergent points: 1) Human needs: audience’s relationships with technology and with one another; and 2) Industry trends /Market needs: technical developments and industry shifting in an increasingly digital reality.
experiences. Based on extensive research we believe this is the future social platforms . Just like socialnetworking came at a time where chat, email and text were the norm, UNI will redefine what the virtual experience looks like in daily life base on future technological developments. UNI was envisioned taking into account the direction and evolution of the digital industry. As the technology giants such as Facebook, Google, Apple and Amazon set the path for the rest of us , they leave traces along the way of what may be next. There are clues of where the industry is going and with this, what opportunities we can tap into. It becomes clear to us how increasingly these companies are getting into each other’s territories: social media versus hardware versus media and entertainment versus consumption, the borders are now disappearing. My specific role in the 7 people team is Creative Director and Product Developer.
A5 2
UNI was conceived to add humanity and fulfill real human needs that go beyond the space of “connectivity” that the current digital offerings, such as social media, have been tapping into. A platform created under the sensibility of an increased need for humanity in our relationships with technology. We aim to facilitate emotional exchange as well as to nurture and build real relationships in people’s lives through enhanced virtual
UNI will enter in the social network arena even though in its form/function it falls apart from the current parameters of this industry. Our industry analysis shows the main points to consider: - It is a rapidly evolving sector with constantly changing needs and solutions - The sector touches a wide range of topics from school or dating, to music and business. - New frontrunners continually attempt to tap into this market, trying to establish as “the next big thing� (i.e. Friendster, Myspace, then Facebook) in Social Networking.
A5 3
Some indirectly similar products, not widely known, are: 1. Path - Social network to connect with closest 50 people 2. Facetime - Video calls for MAC products (MAC, iPad, iPhone) 3. Skype - group video calling 4. Turntable.fm - App for shared music listening through Facebook 5. Google Hangouts - Plugin for group video calling through Google platforms 6. SeeToo - Video sharing application tailored to the corporate world..
Where does UNI fits in current landscape? The social networking market is already flush with other applications, plugins, platforms, and programs. Our analysis of previous and existing networks allowed the identification of a niche space of opportunity in the existing landscape.
Many variations of UNI naming and brand identity design development were generated before the final name and spelling were agreed upon. After illustrated more than 30 logos, the team selected the colourful, transparent, overlaped circles with lowercase. I want to create the meaning of unique, variety, sharing and togetherness via these elements.
Naming and Logo development Final logo 5 activities in the first launch Sign in page
A5 4
top middle left middle right bottom
UNI. is an online platform, supported by mobile media and a pad component, where people that are geographically or physically separated can join to share experiences that better simulate physical closeness than the connection currently facilitated by social networks, as we know them today. The web platform will: - Facilitate remote, real-time, shared acts/experiences such as: movie dates, shopping, exercise, cooking (From planning to execution) - Provide added services to enrich these experiences through e-commerce - Generate and save content afterwards to build an “emotional archive” of memories - Allow for relationships built over time by suggesting activities users can do every week and with whom, and by identifying the roles of people in the users’ life according to shared activities.
A5 5
It is not about connecting before or after experiences. UNI. is about doing life together.
top UNI Homepage middle right UNI on screen, tablet and cell phone
UNI screen capture: 3 people shopping together online. We can turn off the people’s video to see the full screen of things we are shopping. The background create the 3D experience of the activity. A5 6
top bottom
A5 7
top bottom
UNI reading: with the HTML 5, reading together online with friends is the new experience. UNI music:The background create the 3D experience of the activity.
D GROUP DA I LY N E WS National newspaper’s corporate group brand. Year : 2009-2010 Purpose : Creating and implementing new corporate group brand identity that can communicate with young generation and still keep old customers. Scope of work : Design Research Brand Strategy Brand Identity Newspaper 1st Page Redesign Accomplishment : The project had been already sent. As a result, the client had confidence to hire Baramizi for their next sub-brand rebranding project. However, the executive board has still considered their policy before D GROUP DAILY NEWS’s application. Website : www.dailynews.co.th
A0 5
“DAILY NEWS”, a Thai-language daily newspaper, was founded in 1964. At present, it is in second place after “Thairath” on a list of the daily newspapers in the country by average circulation. In fact, DAILY NEWS has other B2B business lines which included printing service and leasing service. The client wanted to unite them in one corporate group and seized the opportunity from the newspaper’s reputation by naming the group with link from DAILY NEWS. What I read up most about this project was that, how to programme the best solution that is able to keep DAILY NEWS’ present customer, raise the prominence of their new position in mass market newspaper and engender trust in the corporate group: later named D GROUP DAILY NEWS.
The client’s objectives focused on the new practical image of the corporate group. Nonetheless, we had to put emphasis on DAILY NEWS newspaper because it is national mass communication while others are commerce transactions between businesses. In order to fulfil the aims and to gain an understanding of the job in hand, Baramizi assessed the existing DAILY NEWS newspaper and its competition, the company culture, the global newspaper branding trends, and the public’s needs and perception of DAILY NEWS newspaper. The solution - D GROUP DAILY NEWS - was built around the idea of “We contribute, We care.”, and provided recognisability and expression within a unified and coherent corporate identity. The world with white ‘D’ is a visual ‘modernized’, an instantly recognisable symbol which evokes credibility and recentness. The scale of the design programme necessitated the creation of flexible ‘masterbrand’ strategy. This helped to facilitate the communication of the identity across a number of service brands and the national newspaper.
A0 6
top Daily news wanted to communicate their brand under new corporate group’s brand architecture without losing old customer, bottom also, gain new customer (young executives).
Phase>> conducting research
Research Methodology : 1. Executive board’s one-on-one interviews 2. Focus groups and photo collage workshop 3. Observation (eye tracking, customer experience, ethnography) in 4 biggest provinces of Thailand. 4. Trend analysis 5. Competitive analysis 6. Collecting data (attitude, statistics)
Focus groups and photo collage workshop were used to formulate a view of consumers’ perceptions of newspapers in the market. Soft news are the most popular newspaper in mass market, and it has the unique characteristic that Thai people divide from hard news. Consequently, we recruited soft news consumer in both Daily New’s fan and key competitors’ fan. It became clear that most of them had negative opinion about newspapers: “all of them are analogous”, “they usually offer vilified news” “no any newspaper helps society by promoting good news ”. We also discovered that DAILY NEWS’s image was quite poor: its brand personality was an old confusing woman that need to be more credible and international. They wanted the more up-to-date and discerning male version of Daily news.
As with all of our projects, we started by researching the market and understanding the issue faced. As well as conducting primary research among consumers this also meant travelling around Thailand to collect data from differrent target groups at real selling points. Old image >>
Old image >>
New image >> New image >>
A0 7
top Focus groups and photo collage workshop middle Daily News and key competitors. Also, The characteristic of the Thai soft newspaper : many pictures, many large headlines and unusual. middle The characteristic of the Thai hard newspaper : few pictures, few large headlines and organized. bottom The tools used in focus group and photo collage workshop : ideal brand personality pictures and ideal newspapers.
A0 8
top Observing (eye tracking, customer experience, ethnography) bottom Data Collecting (point of purchase communication): to set the newspaper’s 1st page design criteria.
Phase>> clarifying strategy
Consumer Credible Bold Care Different Creative
Creative Bold Different Care
Corporate Needs
Value
Brand Strategy Bold, Caring, Friendly, Sincere, Good citizen, Contribute, Trustworthy Direction
Mega-Trend
More Experience Credible Cheerful
Avoid -Green color -Exaggerate
Difference
Competitors “4 Universes research platform” “D Group Daily News’ brand strategy”
The corporate group brand name had to be recognisable, memorable and pronounceable for both countryside and city people. We achieved agreement to use the English naming “D Group Daily News”; ‘Dee’ pronunciation in Thai also means ‘wholesome’. Research demonstrated that Daily News could safely move away from old image without losing customers by placing new corporate group logo infront of existing logo (not changing it). After that, we used “4 Universes research platform” to help us synthesize learnings and establish the brand strategy.
Phase>> designing identity
The design team and I developed a number of design concepts for D Group Daily News brand mark based on the brand strategy and brand positioning. Initial sketches included designs that were based on the varied elements: light, lotus, world, D capital and triangle.
A0 9
However, the final design concept is ‘light’, inspired from the name of the Daily News’ founder. All designs were presented in black and magenta on boards. I illustrated layout options for the elements as well as
ideas for the visual tone of voice (e.g. hard or soft shapes, dynamic or static shapes). DN
DN DN
DN
DN
DNG
left top middle right bottom
DN
DN
Final logo design My logo sketches Logo design inspiration Corporate group brand architecture system
A1 0
The final logotype incorporate the light, the world, and ‘D’ letter’s curve. The design reflects the idea of “We contribute, We care”, visualized modernized, credibility and recentness.
Phase>> creating touchpoints
A brandmark alone does not make an identity. A successful brand will extend well beyond its visual manifestation into the culture of a business (internal and external), and become the guiding principle for any form of customer interaction. In the first stage, the primary identity elements are designed (name, logo, colors, identity typeface). Then, the secondary identity elements are developed (image style, layout style, tone of voice). Finally, the design guildline for essential brand’s contact points.
“อานความจริง… อานเดลินิวส”
A1 1
top Uniforms middle Document file bottom Truck
top upper middle lower middle bottom
Stationaries Bottles Document file cover Signage in the office
สรางสรรค ใสใจสังคม
Magazine pins and shelf Advertisement guideline A1 2
top bottom
Phase>> managing assets
In order to facilitate the correct application of the identity into the newspaper. Baramizi reviewed the new version of 1st page of Daily News newspaper by conducted the interviews with 300 consumers. We provided 5 different options that had increased changing level from level 1(existing layout, change only the logo) to level 5(the most international look). All of designs based on data from previous research about the consumer’s perception: the 1st page must have many pictures instead of much text like other countries.
3 from 5 of the 1st page were designed by me. Furthermore, I, as the design review project manager, organized all the research by managing the crews, detecting data, processing the data and analysing it. After that, I redesigned the most popular option(level 4) by adapting some details based on consumers’ comment. Lastly, I authored the brand manual book including Daily News’ 1st page design guideline sent to the client.
level 1
level 2
level 4
level 5
level 3
A1 3
5 different options from level 1 (existing layout, change only the logo) to level 5(the most international look).
left right
The final design: adapted from level 4 Design previews New table of content design and like Google, we include modifications features of the logo for use on holidays and major event. An example of the jacket (newspaper cover with advertisement). An example of the flower shop’s advertisement on the jacket
A1 4
top left top right middle
J ayM A R T
The no.1 mobile phone shop in Thailand
Year : 2010 Purpose : Creating and implementing new corporate group brand identity that can communicate with young generation and still keep the existing customers. Scope of work : Design Research Brand Strategy Brand Identity Signage system design Accomplishment : The company has already launched the new graphic identity in December 2010 and planned to renovate all branches using our new concept within 2011. Website : www.jaymart.co.th “JAY MART” Company Limited was founded in 1988. Currently, JAY MART is ranked as the nation’s no.1 mobile phone and accessoeries retailer and wholesaler performing the business successfully and profitably, with 200 branches of stores nationwide. However, the company wanted to end its two-decade family-run management and shift to a professional style to adapt to changing industry trends. This was the case with no any problems but planning ahead for the new challenges: the increasing popularity of iStudio.
A1 5
The client’s objectives including raising the prominence of their position in mass market mobile retail, and the maximisation of client satisfaction. Similar to DAILY NEWS, JAY MART has other business lines which
included mobile phone, computure department stores and logistics services. In order to fulfil the objectives and to gain an understanding of the job in hand, Baramizi evaluated the existing JAY MART and its competition, the company culture, the global mobile retail trends, and the public’s needs and perception of mobile shop. The solution - decision to change to a single word with lowercase, ‘Jaymart’ - was built around the idea of “Just enjoy.”, and provided recognisability and expression within a unified and coherent corporate identity. The new logo and store prototype are created by keeping some significant elements that consumers keep in mind.
A1 6
top An example of the partial renovated store (only graphic identity part). bottom Jaymart’s new store prototype (during the construction phase).
Phase>> conducting research
Research Methodology : 1. Executive board’s one-on-one interviews 2. Focus groups and photo collage workshop 3. Observation (eye tracking, customer experience, ethnography) 4. Staff and shop manager interviews 5. Site survey 6. Trend analysis 7. Competitive analysis We began by researching the market and understanding the issue faced as well as conducting primary research among consumers. Focus groups and photo
were used to formulate a view of consumers’ perceptions of mobile retail shop in the market and find their unmet needs. It became clear that most of them had negative opinion about JAY MART or little opinion: “nobody expects much from the retail or thinks much about it, he or she cares only the mobile phone’s brand”, “JAY MART is too homely and looks semilar to the no-brand kiosks”, “old fashioned”, “the staffs looked like technocians who are unhappy to answer my out-of-date questions about those new gadgets.” As a consequence, we looked at ways that the brand could make the experience of communication gadgets in lifestyle more meaningful. After almost 2 months of fact finding and analysing, we set a workshop with clients to discuss new brand strategy and brand architecture system together, by using “4 Universes research platform” like all of our projects.
A1 7
top Existing logo and store design bottom Observation (customer experience : before, during and after purchasing)
Consumer
Corporate
Credible Up to date Friendly Smart Advisable
Needs
Value
Credible Bold Advisable Strong
Brand Strategy
Dynamic Interactive life style Nature intervene Happy Easy
Brand DNA Friendly Spiritual Brand Value Modern, happy lifestyle Brand Personality Professional, lively Direction
Avoid -Too High-Technology -Teenage’s Trendy look
Difference
Mega-Trend
Competitors
Design Positioning Analysis
Simplicity Nature Charm Authentic
Area of new positioning
Traditional Memory Historical Classic
Design Modern prospective Contemporary
BIZ i TG JAY TW Discovery Travels Ethnic Somewhere else
Dimension Of Style Analysis New area
i
TG i
Static
Hard
BIZ JAY TW
JAY
New area
TW
BIZ
New area
Emotional
Dynamic
clarifying strategy
i
TG BIZ
Soft
New area TG
Simple
JAY
i
BIZ TW
Phase>>
Decor
top “4 Universes research platform” middle Design positioning analysis bottom Dimension of style analysis A1 8
Functional
TW JAY TG
Phase>> designing identity
Many variations of Jaymart logo development were generated before the final name and spelling were agreed upon. After illustrated more than 100 logos, the client selected “Endless triangle” with lowercase to make the brand friendlier and give the creative looks (for this project, the logo is my teammate’s work but the concept is my idea). The final design was replaced by the typeface Myriad pro in the single word.
JAYMART
A1 9
top Typography study middle Logo development bottom Final logo
DB Ozone Freesia UPC
กขคงจฉชซฌญฎฏฐฑฒณดตถทธนบปผฝพฟภมยรลวศษสหฬอฮ กขคงจฉชซฌญฎฏฐฑฒณดตถทธนบปผฝพฟภมยรลวศษสหฬอฮ
Helvetica LT Bold
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz
Helvetica LT light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
‘Helvetica LT bold’ and ‘DB ozone’ was chosen as the corporate typeface as a headline typeface or promotional massage, while ‘Helvetica LT light’ and ‘Freesia-
UPC’ as on factual information. These typefaces combine extreme clarity with a distinctive, friendly personality. They also work well in both printed and digital form. top middle bottom
Logo usage Brand typeface Corporate group brand architecture system
A2 0
The brandmark was designed to work on white, light grey and black backgrounds, solid-color version as well as on a single-color or red on white version.
Phase>> creating touchpoints
Another distinctive element in the Jaymart brand is the language it uses. The intention was to create a brand that acted like a friend, gave an useful advice about up to date and enjoyable lifestyle that stayed close to its customers and provided a highly personalised service. So Jaymart communications use an informal tone of voice and introduce coolness with a famous people’s quote about joy.
“Just play. Have fun. Enjoy the game.” MICHAEL JORDAN
A2 1
top middle bottom
Back of the name card Stationaries Annual report cover design
468 x 60 728 x 60
300 x 250
top left Bag design top right Layout design guideline middle to bottom right Staff uniform and behavior middle left Website design guideline bottom left CD and CD cover
336 x 280
“Just play. Have fun. Enjoy the game.”
MICHAEL JORDAN
PRO
บอล
PRO
ออย
Title Date
A2 2
ANY LIMITED PUBLIC COMP ชน) 0 JAY MART amhaeng 1025 ท จำกัด (มหา บริษัท เจ มาร์ 7 UM Tower 12Fl. Ramkh 12 ถ.รามคำแหง ชัน้ 1269/121-3, ยูเอ็มทาวเวอร์ 0 1025 126-7 อาคาร 9/121-3, เขตสวนหลวง กรุงเทพฯ 08-8177 วง Fax. : 0-23 แขวงสวนหล 08-8000 Tel. : 0-23
I also designed the lively graphic environments and created new zoning in the shop prototype with space design team, for example, ‘Lifestyle zone’: the newest released mobile phones from every brands are displayed here and consumer are able to walk in and updated themselves quickly via their favourite catagories (based on main target needs) : business mobile, fashion mobile and entertaining mobile.
top middle left middle right bottom
Store elevation Standard shop perseptive Flagship store perseptive An example of graphic environment in the store
Creativity Powerful
A2 3
Fun
Freshness
Strong
Happiness
Joyful
Graphic environment in the skytrain I suggested client to create the endless triangle illusion sculptures in front of their office.
A2 4
top bottom
THE NINE
A community mall on RamaIX road
Year : 2010 Purpose : Creating and implementing new brand identity and graphic signage in the community mall. Scope of work : Brand concept Brand Identity Signage system design Accomplishment : After sending the final works, clients have confidence in our organization to hire us for their next project: corporate group rebranding. The Nine Neighborhood Center is opening in June 2011. Website : www.thenine.co.th/en
A2 5
The Nine Neighborhood Center is located on 22,400 square metres land as the first Neighborhood Center on Rama IX road. The Nine will become a part of future route, Airport Rail Link, and will be the meeting point en route to Suvarnabhumi Airport and East side of Bangkok. It is the semi open air lifestyle center in which the design and decoration are applied with Tropical Village concept, natural, and eco-friendly, compatible with the theme of the Project. The rental office building located in The Nine area is expecting to generate high traffic of customers as there will be up to 3,000 officers and visitors during working hours. The Nine becomes the new convergence of lifestyles that facilitate comfort, nature feeling, and cozy atmosphere for customers, as the meeting point for social gathering, shopping, and recreational places on Rama IX road.
The Nine required a new brand identity that would reflect their status and project design concept. The brief was to create a brand concept and logo for this new community mall. Baramizi was appointed as branding consultant after winning a competitive pitch. This is one of the most outstanding achievement of mine as I was assign to be a project manager and art director. For this project, we begin with the small research about the site’s problem, competitors study, and logo trend 2010 study. The inspiration for the new brand identity was drawn from the tropical forest. Both colors and typographic style used for The Nine logo and brand communication evokes freshness and uniqueness from other shopping mall in Bangkok. The color of black is not normally associated with Thai shopping retails, but its use heightens the vibrancy and visibility of the color illustrations, unifying the elements of the identity and establish black as the common corporate color. After working closely with the client’s executives, we synthesised the brand strategy, from brand DNA to brand slogan, and translated them to the brand identity design.
My first logo design sketch and retouched image that caused Baramizi won a competitive pitch. The final design of the identity and graphic signage outside and inside of the community mall. A2 6
top middle and bottom
Phase>>
Phase>>
clarifying strategy
conducting research
Site’s problem
Corporate Solution
Fast driving cars Turning point of the street People overlook
Sequential logo design Transparency & colorful colors
Value
Brand Strategy Brand DNA Neighborhood Integrated Nature Environment Eye-catching colors Direction
Competitors
top middle bottom
A2 7
designing identity
Luxury style
Difference
Mega-Trend
Phase>>
Community mall which is a meeting point of the neighbors
“4 Universes research platform” and Brand strategy Logo design inspiration My logo sketches
As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram on the previous page. Brand strategy is based on the project name’s spelling: N-I-N-E (Neighborhood/ Integrated/ Nature/ Environment). I developed a number of design concepts for The Nine brand mark based on the brand DNA and the brand name. Initial sketches included designs that were not based on the leaves elements.
The final logo incorporate the leaves encircled number nine. The design reflect the idea of ‘development, growth and integration’. I were inspired by beauty of the tropical plants: their patterns, shadow and shade. Moreover, I added a sequential design technique and tranparent bright colors that exhibit modern and fresh image, and convergence of various lifestyles. The colors in both logo and graphic element are distinctive and differentiate the brand. The logo was designed to work on white, grey and black backgrounds, as well as on a single color and solid color.
Your place, your neighborhood.
Final logo and clear space (logo usage) Logo usage in full color, single color and solid color The variety of graphic identity usage A2 8
top bottom bottom
Phase>>
The Nine’s brand DNA, N-I-N-E (Neighborhood/ Integrated/ Nature/ Environment), were translated to every contact points of the brand: from signages to shopping bags.
creating touchpoints
The 5 overlapped leaves can also be used seperately from the logo, as a graphic element, to act as a strong icon. The icon also acts as colorful tropical forest that can be seen from long distances. Besides, it can be used in alternative colors in special occassions, for instance, the red-yello tone in Chinese’s new year event, the pink tone on Valentine’s day or any appropiate colors in annual events. top middle bottom
the nine
A2 9
xx/xxx Rama IX Rd. Suanluang Bangkok 10250 Tel : (66)2-620-7485-9 Fax: (66)2-620-7999 www.thenine.co.th
Web page design guideline Graphic element usage (in special occasions) Stationary design : letter paper, envelope, CD and its cover and business card.
Modern Art exhibition
Chinese’s New Year event
Earth day
Valentine’s day
Your relaxation. วันผอนคลายของคุณ
Your liveliest community mall on Rama IX road.
คอมมิวนิตี้มอลลหนึ่งเดียวในพระราม 9
Your pleasure.
ความเบิกบานของคุณ
Your savor.
รสสัมผัสของคุณ
Your discovery. การคนพบของคุณ
Your freshness. ความสดชื่นของคุณ
All graphical and typophical elements of a brand identity need to support the position of a brand and fit with each other. If this is achieved the identity will be distinctive, relevant and flexible. In the first stage the primary identity elements are designed (name, logo, colors). Then the secondary identity elements are developed (image style, type style, layout style, tone of voice). Last but not least, the design guideline of the brand’s contact points: signalling, official, informative, decorative and promotional items.
top “Your” Advertisement design series bottom Advertisement design A3 0
For the promotional items, such as advertising and literature (leaflets, brochures), slogan and language is very essential. The brand slogan : “Your place, your neighborhood” reflects the friendly and affable character. I also repeated them in the advertising series of “Your...” to make the customer feel closed to the services in the project. The intention was also to create a brand for meeting point that talked and act like the neighborhoods’ place. As you can see from the advertisement series... Your relaxation : Spa and wellness Your pleasure : Trendy shop Your discovery : Education, Book store Your savor : Coffee and bakery, Restaurant Your freshness : Supermarket
ที่จอดรถ ที่จอดรถใตดิน ทางออก ถ.พระราม9 ซ.41 N ow Ope n
A3 1
East village
top Signage system design bottom In-construction site wrap-up (artwork)
west village
market
For the informative and signalling items like the signage system design, I used curves from the logo to create shape and form of them. Furthermore, I visualized the black background, the brand typeface (the alphabet and numerals) and the brand color palette to carried the consistent brand message. The combination of these elements determines the tone of voice of these pieces of design that are able to fulfill the functional, emotional and decorative purposes.
Phase>> managing assets
In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guildelines for the launch of the brand including the signage construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer and manufacturers of branded materials. Signage design are in mock-up stage. The contractor is checking my design in real scale before final production. middle In-construction site wrap-up bottom Billboard A3 2
top
BAR B Q PLAZA
Self self-cooking barbecue restaurant
Year : 2009 Purpose : Without changing its logo and brand positioning: “Fresh, Fun and Friendly FOOD for Family and Friends”, the client wanted the new creation and implementing of brand identity and new retail prototype that can communicate brand value and increase competitive advantage. Scope of work : Design Research Brand Identity Signage system design Accomplishment : After BAR B Q PLAZA launched this new look for 1 year, the brand’s turnover was increase almost 40% compared to the year before its rebranding. Website : www.barbqplaza.com
A3 3
Bar B Q Plaza is in food industry, where there is a high level of competition. Over the past 20 years, Bar B Q Plaza has continuously building its network and expanding its branches. There are currently almost 100 branches with over 2,200 employees. As of today, Bar B Q Plaza is the biggest restaurant in barbecue and grilling category and is considered the 3rd biggest casual dining restaurant in Thailand. Nature of business, “BAR B Q PLAZA”, is a self-cooking Mongolian-andJapanese style barbecue restaurant that customers can enjoy grilling by themselves. To take part in cooking like this makes dining at here becomes an enjoyable experience for families and friends.
Nonetheless, the executives thought that the fresh, fun and friendly experience could not found in other term of the brand contact points. Moreover, every new competitors were elevated and developed their brand experience designs. As a consequence, customers have more other choices. What I learned most about this project was that, how to interpret the brand core value to the correct total brand experience. As the brand’s existing fans used to think that retail is not the matter, the food is. In order to fulfil the aims and to gain an understanding of the job in hand, Baramizi evaluated the existing BAR B Q PLAZA and its competition, the company value, the global consumption and restaurant design trends, and the public’s needs and perception of BAR B Q PLAZA”. The client wanted to rebrand without changing its logo. The solution - Boho friendly concept - was built around the idea of “The most enjoyable meal”, and provided recognisability and expression within a unified and coherent corporate identity. As a result, I illustrated the identity graphic element: Bar B Q’s Boho Graphic to used along with the logo and launch it with new retail prototype.
A3 4
top New BAR B Q PLAZA shop front bottom New BAR B Q PLAZA restaurant interior design
Phase>> conducting research
Research Methodology : 1. Focus groups and photo collage workshop 2. Observation (eye tracking, customer experience, ethnography) 3. Trend analysis 4. Competitive analysis As with all of our projects, we started by researching the market and understanding the issue faced as well as conducting primary research among consumers. Focus groups and photo collage workshop were used to formulate a view of consumers’ perceptions of BAR B Q PLAZA in the market. Consequently, we recruited both BAR B Q PLAZA’s fan and competitors’ fan. It became clear that most of them had positive opinion about
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The previous version of BAR B Q PLAZA restuarant design Focus groups and photo collage workshop
BAR B Q PLAZA’s food but negative opinion about its store design : “it looks cheap” “it was like sitting in a school’s canteen or old train’s dining room” “there is no design standard”. It had been no any retail manual book before we met the client. As you can see from the pictures below, there are too many variety and different styles of the store design. So, we asked the respondents to create their ideal BAR B Q PLAZA’s brand personality and ideal restaurant design in the photo collage workshop. The observation also played the important role of this research. We observed 6 major stores in the important and crowded area of bangkok, also its 4 main competitors. The raw data (including the consumption trend and restaurant design trend research) are collected and analysed by research team. Then the brand strategies and design team used these datas as resources for predicting the strategy and implementing the design. I involved in all phases.
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Observation (eye tracking, customer experience, ethnography) from store approaching patterns, before dining, during dining and after dining.
Phase>> clarifying strategy
C onsumer (consumer need)
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BBQ
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C onsumer (consumer need)
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BBQ
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Lo go
Co l or
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sc ot
Me Pr od nu uc t
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Ac Un P. Ut O. en tiv ifo S. si l i ty rm M. s
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flo fr o or nt sh &t op on e di
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Consumer
Corporate Needs
Fun (color) Warm Smart
Dynamic Interactive life style Nature intervene Happy Easy
Value Creative fun experience Friendly Enjoyable
Brand Strategy Warm, caring, Friendly, Fresh, Fun, lively Creative, Dynamic Direction
Avoid -Oriental modern
Difference
Mega-Trend
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Competitors
Graph compares previous BBQ’s contact point quality and customer’s expectation Graph compares previous BBQ’s contact point quality in retail and customer’s expectation “4 Universes research platform”
After almost a month of fact finding and analysing, we set a workshop with the client to discuss new brand strategy and design concept together, by using “4 Universes research platform” like all of our projects.
Phase>> designing identity
The design concept, “Boho friendly”, inspired from new Bohemian art: its friendly and independent spirit. I illustrated and developed the pattern that can communicate this idea as repeated it in the graphic environment used in the restaurants. A3 7
so lig pe fr a m rn ur un nd ht gr it u al ing d an an re wa ce t ll
The logo alone does not make an identity. “BAR B Q boho graphic” are used besides the logo and applied them to a diverse range of relevant applications in order to assess the strength and flexibility of the design. The design guideline stage allowed me to explore the creative potential of an identity by simulating a branded world. The goal for the new identity was to explore the versatility of the “BAR B Q boho graphic” elements and to develop supportive design elements if necessary.
Brand strategy “BAR B Q Boho graphic� and its design inspiration: little of bohemian style and geometrical offbeat forms A3 8
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The identity colors were chosen as the combination of red (which is the existing identity color). They also have positive environmental connotions and fulfill a number of practical requirements: visibility on livery, sufficient contrast between the element upon a background. It is also a screen-safe color palette used on the worldwide web.
The graphic identity was designed to work on white, yellow and red backgrounds, as well as on a single color and solid color version. Type style provides a brand with consistancy. ‘Worasait’ combines friendly personality and liberal spirit. It also work well in both English and Thai language, both printed and digital form.
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The logo usage The brand identity typeface The brand color palette
Phase>> creating touchpoints
The official items (letterhead, stationary, forms), the decorative items (utensils, uniforms) and promotional items (advertisement, leaflets, brochure, posters) are developed. The combination of the type style and image style determines the tone of voice of these pieces of design. I tried to translate the brand posititoning: “Fresh, Fun and Friendly FOOD for Family and Friends�, to the design language: sizing, placement, scale, keywords in every touchpoints.
Stationaries Utensils Menu A4 0
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Research demonstrated that Bar B Gon is the most popular character and every consumer attached to him. Bar B Gon is the existing mascot of Bar B Q Plaza. The TV commercial advertisement always communicated that he is a cute cheerful dragon that is friendly to children. He likes delicious food and can eat much food at a time. Bar B Gon finally is the symbol of the delicious taste of Bar B Q Plaza food even more than Bar B Q Plaza’s logo.
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Consequently, I illustrated Bar B Gon to be parts of the new graphic environment used in the retail prototype. For instance, I wrote and drew Bar B Gon’s story to used with the Boho graphic as trims around the store, also the Bar B Gon modern art that I used illusion technique by using many circles to create his outline.
Furthermore, I put him on the handle of the identity bag to make people feel that he or she is holding his hand. The another example of this is the T-shirt (brand souvenir), I drew his apron and his wing to make people who wear this T-shirt feel that he or she is Bar B Gon.
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Bar B Gon’s story Identity bag Bar B Gon Modern art T-shirt (brand souvenir)
In addition, I was assigned to design the decorative items like the graphic enviroment design. I used the brand typeface, language, photo and the brand color palette to carried the consistent brand message. The goal is to build trust in the service and total brand experience. The combination of these elements determines the tone of voice of these pieces of design that are able to fulfill the emotional and decorative purposes.
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BAR B Q Plaza’s Interior design An example of the BAR B Q Plaza’s graphic environment BAR B Q Plaza’s Interior design
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Phase>> managing assets
In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guildelines for the launch of the brand including the signage construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer, local design firms and manufacturers of branded materials.
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The consistency of the BAR B Q Plaza’s shop front The consistency of the BAR B Q Plaza’s shop front My BAR B Q Plaza’s shop front construction drawing sketches
Aim for the moon. If you miss, you may hit a star.
MOON THE WOOD VENEER FURNITURE BRAND Year : 2009-2010 Purpose : Creating new branding. Building trust and communicate brand positioning. Scope of work : Brand Strategy Brand Identity Product design/ art director Furniture design Accomplishment : Afer the first collection was displayed in Siam Woodland showroom, we decided to start with only lamp design because we still lack of craftmen. We will launch the 2nd collection within 2011 in the lighting stores. However, we still keep on manufacturing the KFC, BAR B Q Plaza and KT’s identity lamps.
marketing know-how. Together we establish this furniture brand, designed, planned and managed by Baramizi under my direction, and put money and efforted into by Siam Woodland.
“MOON” was a co-project between Baramizi and our client: Siam Woodland. The client have production know-how (also, the material: wood veneer), craftmen , sale representatives, and we have branding design and
My responsibility is to achieve the project by managing team, investigating data, synthesizing the design strategy, designing brand identity, directing the design direction and designing some of the collections.
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“MOON” brand positioning is authored under product attribute and benefit method. The brand concept is “Decorative Caring”. We wanted to show the powerful potential of this decorative surface and tried to use recycled wood veneer from Siam Woodland’s junk product as much as possible. Furthermore, we manufactured the customised design for brands identity furniture, for instance, we design the identity lamp for KT Optics, BarBQ Plaza and KFC.
Phase>>
Phase>>
clarifying strategy
conducting research
Baramizi’s strength
Siam Woodland’s strength
Solution Brand identity Marketing Design
Soft Sensual Poetic Materials’ story
Value
Design Strategy How To - Variety of veneers (colors, texture, etc.) - Play with colors, shape & form, proportion design - Strong Branding : Differentiation Direction
Difference
Mega-Trend
Production know-how The materials Craftmen Sale representatives
Avoid single material or color, oreintal style
Competitors
We targeted 2 groups of consumer 1. B2B targeting (primary targeting) - Retail brands such as, shops, restaurant, etc. - Hotels and resorts. - Real estate developers.
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“4 Universes research platform” and Brand strategy Brand design mood board
As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram. Design strategy is the using of variety of veneers (colors, texture, etc.) and playing with colors, shape & form, proportion design.
2. B2C targeting (secondary targeting) - Interior designers, architects. - Home owners. Phase>> designing identity
Slick
Simple
Smart
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Super modern
Sensual
Sensual
MOON’s concept design is the “5S”: Slick, Simple, Smart, Sensual and Story (sale the story of the wood veneer used in furniture design). I designed the watercolor blue moon to communicate “rare ,different, natural” spirit. The watercolor techniquealso symbolized the uniqueness of wood veneers. The brand personality is, like the moon, mysterios, gentle, soft and unique. So I decided to use the thin typeface with black background.
MOON
Many variations of Moon logo development were generated before the watercolor of the blue moon concept were agreed upon. For word study, I developed the logotype ‘moon’ in different capitalisation and letterforms to explore the perceptions of the identity. The final identity opts for a mix of the uppercase letterforms, the ‘edelsan’ slick typeface and the blue moon with the halo around it.
SENSUAL VENEER FURNITURE
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top Word study, typography, logo developements and logo design inspiration. bottom The final logo with its slogan
Phase>> creating touchpoints
All graphical and typophical elements of a brand identity need to support the position of a brand and fit with each other. If this is achieved the identity will be distinctive, relevant and flexible.
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top Stationary middle left Uniform
middle right Shopping bag bottom Catalog
In the first stage the primary identity elements are designed (name, logo, colors). Then the secondary identity elements are developed (image style, type style, layout style, tone of voice). Last but not least, the design guideline of the brand’s contact points: signalling, official, informative, decorative and promotional items.
First collection mood board
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My first collection sketches
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My first collection design (for decorating the showroom)
Advertising design guildline A5 0
My first collection was designed for using in the Siam Woodland’s showroom. The concept of this collection is repeat its name: the moon. I was inspired by nature that is influenced by moon, for example, moon orbit, tidewater, and seashore.
Phase>> managing assets
Our first client was KFC Thailand (YUM restaurant group). They want to have their own identity lamp used in every new store. So, they hired us to design, produce and install in their restaurants.
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Pendance : KFC Thailand identity lamp made of wood veneer. My pendance paper models
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KFC vo l . 4 Restaurant design evaluation
Year : 2011 Purpose : To evaluate the customer satisfaction for the KFC vol.4 store design and compare between the KFC Vol.4 store design and McDonald’s store design. Scope of work : Design Research Research conclusion Design recommendation
After the store renovation of KFC that abided by restaurant planning manual volume 4 has carried out for a while, KFC would like to evaluate the work based on consumers’ feedback (perception and satisfaction) towards this new volume and to study about the retail design developing system to improve KFC total brand experience. Consequently, the objectives of the project are 1) To evaluate the customer satisfaction for the KFC vol.4 store design both functional and emotional value in all customer contact points.
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2) To compare between the KFC Vol.4 store design and McDonald’s store design. Ask for the consumer comments about the store design, strength and weakness of each contact point. The conclusion will be used to reinforce the strength and fix the weakness.
Business development team must collect the data from -Design research -Design criteria -Brand objective -Marketing strategy 2011
Analysis Brief designers
Design research Tracking, Evaluate
Design strategy On‌.2011
Implementation/ Action
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top Retail evaluation process bottom Focus group
Methodology : Qualitative study the methodology consists of 3 parts 1: Focus group (main methodology) To study the customer satisfaction for the KFC Vol.4 store design then compare with McDonald’s. We recruit the target respondents from 2 sites to be the representative : ZeerRangsit and Esplanade Rattanathibet. a. To collect the data from the group discussion by Q&A. As the study is centered around the consumer experience, which could be difficult to articulate or be at sub-conscious level, we will rely on special research methodologies / techniques in addition to normal Q&A focus group discussion b. Evaluation (Rating) c. Participatory (3D visualization scenario,Material) Time: Approximately 3 hours in each group RD : 6groups of 8 people each
Research Process Diagram
4. Magik 3. Development Direction • Design Criteria
2. Details Recheck • Design Elements
��Overall Recheck • Mood & Tone • Perception
2 :Design trend study (supporting methodology) To study the consumption trends and design trends from 2009 global trend which will be the foundation of 2011 Thailand trends. Then use them as references for making the 3D visualization scenarios.
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3 : In-store observation (supporting methodology) To study the behavior in the store of both KFC and McDonald’s Esplanade Rattanathibet.
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Rating and the score Research Process
• Mood & Tone • Design Technique
RD are comparing between the KFC Vol.4 store design and McDonald’s store design RD are commmenting on the 3D visualization scenarios. B0 6
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SIAM WOODLAND
PROJECT DIARY for SIAM WOODLAND Wood veneer design trend study
: :
Scope of work
:
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Year Purpose
2010 To study the Thailand’s wood veneer trend Design research Trend spotter Strategy workshop
According to the overdue stock of some wood veneers and out of stock for popular ones, it is hard to control the quantity of the import wood veneers. We suggested Siam Woodland to study the Wood Veneer Trend via designer’s in-depth interview, design trend studies and our unique methods.
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Out put example: Trend Scape
Consumer (Designer) In-depth interview Need Believe Behavior Attitude
Sale Volumn
Corporate
Trend Framework study Influence
Wood Veneer Trend Color Pattern Texture Other decorative Items trend Popularity
Direction
Books News Social Technology Economy Environment
Impulsed Interior Decoration
Design Trend
My main responsibility was leading this project by managing research team (such as recruiting the respondent, interviewing, and questionaire and tools design), investigating data and synthesizing the design strategy.
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Methodology used in design research In-depth interview Out put example: wood veneer trend 2011 Research tools example: Evolution of interior style
COCA COLA ASEAN Design research and space planning for their office renovation.
Scope of work :
: :
2011 Explore the office design strategy Design research Design strategy Interior design (next phase)
The objective of the project is to 1. User Insight : to study user’s working behavior and to collect specific opinion from the user. 2. Explore the office design strategy : to create office renovation planning and to create the design strategy that include all the important contact points such as space planning, wall, ceiling, etc. The conclusion will shape the design key to answer the specific needs of user which are able to achieve the goal, while managing the investment wisely and promote the corporate brand image in the same time. B1 0
Year Purpose
Research methodology : 1. Observation 1 day at office – all department 2. In-Depth Interview 55 samples Q&A (Profile, Culture, Attitude, Working Habits, Mood & Tone, Perception, etc.) Participatory (Image collage) 3. Secondary data Office Design Trend Office Design Case Study (Best Practice)
Outcome
Scope of work : 1. Design Research 1.1 User Need (Psychology, Physiology) 1.2 Corporate Culture 1.3 Corporate Identity 1.4 Physical Site 1.5 Art & Design Trend 2. Design Strategy 2.1 Space Program Sheet Space Allocation Spatial Relationship Diagram Function Diagram, Zoning, Area, Etc. 2.2 Mood & Tone 2.3 Design Criteria (How to, How not to)
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Emotional Requirement
Area Requirement
Mood & Tone
Corporate Interior Develop Plan / Roadmap
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Functional Requirement
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Ideal office collage map Which pictures are your ideal Coca-cola office
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Which pictures are NOT your ideal Coca-cola office
Interior design program development chart
How? What?
How? What?
What?
123
How?
1. 2. is=?
3.
4.
ought to be ?
What? What?
Step 1 : Research
5.
Step 2 : Analysis (Goal statements) Step 3 : Design Strategy (Area requirements, mood and tone) Step 4 : Prioritize (base on possibility) Step 5 : Design
1.Inspiring space
: fun, challenging, dynamic feeling booster!
2. More privacy
: but not an isolate space!
3. More view
4. Encourage spontaneous informal collaboration
5. Represent Coca Cola’s brand : refresh the world, live positively, world class brand
6. Lively, fun, refresh, homey, green
mood and tone
Design goal statements Functional goal statements 1. Inspiring space : fun, challenging, dynamic feeling booster! 2. Need more privacy but not an isolate space. 3. Need more view. 4. Encourage spontaneous informal collaboration
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Emotional goal statements 5. Represent Coca Cola’s brand : refresh the world, live positively, world class brand 6. Lively, fun, refresh, homey, green mood & tone.
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B UDDHA IMAG E Year Subject
: :
2005 Typographic Design
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The objective was to tell the story of my new year vacation by illlustrating the typographic design. I authored and arranged every sentences and phases to create some mood that connected to the meaning of the story: Ayuthaya, the world's heritage city and the ancient capital of Thailand. I visualized Buddha image with the illlumination light.
T H A I SW E E TS PACK AGI N G Year Subject
: :
2006 Graphic Design
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Package designed for Thai dessert set, inspired by the painting's of Thai famous painter : Jittana Chaiyakit. Tamrubwan is mean a cook book as the packages were like old-fashioned books. The name of each book came from the name of the famous women from Thai folktales and each name represented the sort of sweets inside.
Srimala (flowers) : The sweets with pleasant smelling
Maneesakorn (precious stone): The colorful sweets
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Suwannakasorn (gold): The yellow sweets made from egg yolk.
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Year Subject
: :
2006 Product Design
Cotto's smart and style award was the sanitary ware design competition. My team initiated innovative way of mass customization design and production inspired by consumption trends at that time.
FulFill
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1st prize of Cotto's smart and style award
The concept of this Sanitary ware design is to let the people fulfill the design by adding something or adjust the design and function by themselves. So the design would be dynamic and asymmatry to support things to be added by the user.
BOONCHU
30-years-traditional comedy Year Subject
: :
2007 Community work President and producer of the Faculty’s Annual Stage Play
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During the 3th year, I was elected as the President and producer of my faculty’s annual stage play. This 30-years-traditional comedy is the most reputable for creativity among student theatres. I had to manage almost 400 staff, harmonized 20 production teams, for instance, directors, art directors, screenwriters, setting designers, casting directors and administrators. This was one of the toughest moments for my personal development because it could strengthen my ability in shaping the idea how to turn problems into opportunities, and process the best solution with all considered details. As a result, approximately 12,000 tickets were sold out for the 10 showings. Also, the executive board under my direction was able to gain the most profit in the faculty’s history (almost 1.5 million baht), which was donated to charities.
T R AV E L I N G
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My interest
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I l lu st r at io n
My interest
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