Visual Communication and Brand Design
P O R T F O L I O 201 5 - 201 7
Zhang Yin
Zhang Yin From Shanghai China
My background is Visual Communication Design in East China Normal University in Shanghai China. After graduating, I further my study in Domus Academy Milano Italy. My master is Visual Brand Design. I learn the design thinking and strategy which interest me a lot. And right now I have the visual intern in Versace Marketing Departmeng and do the re-branding project for example the new ideas about the whole websites, the new proposals about the social media.For me, the main goal of design is to solve problems and also needs to know what people’s needs. Now I work as a Visual Brand Intern in Versace Digital Marketing Department since March 2017.
CONTENTS 01
Italy meets China - L’UOMO VOGUE Exhibition Brand Strategy / L’Uomo Vogue / 2016
02
Rebranding Project in Versace Digital Project / Intern / 2017
03
Italia Independent With The North Face Product Strategy / Italia Independent / 2017
04 Flip your ideas - Project of Fondazione Achille Castiglioni Brand Indentity / Fondazione Achille Castiglioni / 2016
Project 1 ITALY MEETS CHINA L’ Uomo Vogue Exhibition in Shanghai China Description: L’ UOMO VOGUE is an Italian men fashion magazine and its main market is in Italy. Right now it meets a challenge that how can L’Uomo Vogue adapt to continue to engage with its audience and what should be in the near future. According to the research and analysis, in order to open a new market and attract more international audience, it locates in Shanghai as the starter and uses the huge impact of Shanghai Fashion Week to hold an exhibition. Year: 2016.9 Teamwork: Johanna Soto , Keerthana Reddy , Nina Grubisic , Sara Breveglieri , Zhang Yin My Role: Research about Chinese Market，Design about the Visual Identity and App Client: L’Uomo Vogue Domus Academy
L’Uomo Vogue Current Description L’ UOMO VOGUE is an original Condé Nast brand and an example of Italian excellence, diffused and valued internationally. It is recognized as a point of reference for style in men’s fashion, interpreted by international personalities andtimeless icons. L’Uomo Vogue was the first magazine to stop using models in favor of real people and their different interpretations of style. It focuses in Italy market. PRESENT
FUTURE
Current Market
Future Market
Italy
International market
Current Influence
Future Influence
320.000 Readership 64.000 Circulation
520.000 Readership 84.000 Circulation
Current Audience
Future Audience
Male: 20-54 y/o Social Class: Upper-middle to Upper Education: College degree+high school diploma Occupation: Industry Professionals & Fashionable Businessmen
Male and Female: 20-35 y/o Social Class: Upper-middle Education: no limits Occupation: Fashion industry
Current Social Media
Future Social Media
Research This part is to analyse the target market.Through research and analysis, the GDP in Asia increases highly and they are willing to purchase appearl and footwear.In Asian countries, China GDP is higher than other countries.Shanghai is the economic center in China.Shanghai is also famous for its fashion industry, for example Shanghai fashion Week.In Shanghai, there is a community called Yuppie Style.They are the targets for L’UOMO VOGUE. ONE
THREE
United States Africa
ASIA WILL INCREASE
ASIAN REGIONAL GDP RANKING
FURTHER
2016
IN GLOBAL GDP
Asia European Union Latin America Middle East 0
50 1990
2014
In 1990, Asia’s share in world GDP in real US$ purchasing power parity (PPP) was 23.2 percent. By 2014, this went up to 38.8 percent, much larger than the shares of the United States and the European Union.
According to the data, it is clear that China has the highest GDP in Asian region in 2016.
2.250.987
FOUR
GLOBAL APPREAL AND FOOTWEAR SIZE (2015)
ASIAN FASHION WEEK
Asia Pacific
It is clear that Asia pacific accounts for the largest percentage in both footwear and appearl markets.It indicates that the people in Asia Pacific are willing to spend money on appearl and footwear .
Asia Pacific
30%
34%
$107
Asia Pacific
Appearl Market Size( $B)
$478
N.America
W.Europe
Latin America
11.391.619
INDIAN
2025
TWO
Footwear Market Size( $B)
CHINA
Shanghai Fashion Week
Shanghai Fashion Week is a fashion event held two times every year in Shanghai which is a part of Shanghai International Fashion Culture Festival. Shanghai is the economic center in China.
KOREA 1.404.383
Shanghai
ASEAN 2,578,121
JAPAN 4.730.300
Shanghai Fashion Research Shanghai Fashion Week is a fashion event held two times every year. Shanghai Fashion Week is a business and cultural event hosted by the Shanghai Municipal Government. With more and more young designers and models, Shanghai Fashion Week is aiming to build up an international and professional platform and attract top design talents from all over the world.Shanghai Fashion Week also invites many international brands (especially Italian Brand ) to come present their latest work.
ITALIAN PARTNERS
2 0 16 S S The host of opening party
2 0 15 AW Blumarine started its first show
2 0 14AW
HIGH ATTENTION Participates of Fashion Week more than
Topics of Fashion Week more than on WECHAT
10 0 ,0 0 0
2 00, 000
SHANGHAI XINTIANDI
Location of Fashion Week
Passengers Traffic INCREASED
DSQUARED2 started its first show.
13%
The number of Male consumers is higher than female consumers and more than 40% are under 35 age.
40%
20-35 age http://www.vogue.com.cn/invogue/brand-news/news_15536118efe1abad.html
Concept
U
O
M O Shanghai Fashion Week
L’UOMO VOGUE
Italian Men Fashion Exhibition
Visual Brand Guide Proportion 1/2.5 X
U
O
M
O
Color
X
U O
M O
Typeface Butler Black ab c d e f g h i j k lmn op q r s t u vw x y z A B C D E F G H I JK L M N O P Q R ST UV W X Y Z
C:0 M:96 Y:88 K:0
Butler Medium a b c d e f g h i j k l m n o pqr s t uv w x y z A BC D E F G H I JK L M N O PQ R S TUV WX YZ
Butler Light C:0 M:0 Y:0 K:100
ab c d e f g h i j k l m no pq r s t u v wx yz A B CD E F G H I J K L M N O P Q R S T UVW X YZ
Design
These are the visual identity of L’Uomo Vogue Exhibition in Shanghai. I use red and black color to be consistent to the visual brand of L’Uomo Vogue and also want to express the elegant and powerful feelings.
APP Design
1.HOMEPAGE 2.INFORMATION Introduction of Exhibition L’uomo Style there are six parts to describe Italian men style. 3.DETAILS Exhibition Detalis Italian Style There are some information about the exhibition details and Italian style.
Project 2 Rebranding Project in Versace Digital Projects Description: I work as a Visual Intern in Marketing Department. Firstly, I join in the rebranding project. And according to the research, I started from Web Redesign Project. And I also join in the Intranet Project and Wechat Store Project. Meanwhile, I start to work and learn how the digital platform runs for promoting a new collection or a fashion show. Year: 2017.3 Client:Versace
Research � Versace Brand Analysis In 1978, Gianni Versace presented his first collection under his own name. It was the birth of a new brand, and the debut of one of the most talented fashion designers of the 20th century. One of the world’s most iconic and dynamic luxury fashion lifestyle Maisons. I started from the research about the brand. ICONOGRAPHY
BRAND DNA
Medusa and Greek Key
Art & Artists
Teatro & Ballet
Celebrity Culture
Powerful
Provocative
Glamorous
Seductive
Passionate
From the beginning,Versace has brought together the worlds of fashion and mythology. This is symbolized by the Versace logo - the Medusa - and the repeated interlocking pattern known as the Greek key.
Research － Versace Brand Evolution After the murder of Gianni Versace in 1997, his sister Donatella Versace took over as the creative director. She inherited her brother ’s design concepts and styles and establishes a new and fresh Versace Empire. DESIGN OF GIANNI
DESIGN OF DONATELLA
From History
Now
Powerful
Powerful
Seductive Progressive
Seductive
Passionate
Energetic
Passionate Young
Research � Versace Target Market Versace’s audience skews heavily Millennial, but a little on the older side; they are 47% more likely than average population to be older Millennials (aged 25-34) , and 32% more likely to be younger Millennials aged 18-24. They are Urban upper class individuals . DATA
1) How do people find out the luxury items?
20.5 % Social Media
>
15.1 %
Brand Website
>
3) Why people prefer online shopping?
14.4 %
Fashion Magazine
Conclusion: Millennials hear messages from multiple channels, mostly from social media at round 20.5%, brand website at round 15.1% and fashion magazines at round 14.4%.
Shop Anytime from Anywhere
Compare Product Prices Easily
More Affordable
Choices are Plenty and Ample
No Dealing with Crowds
Gives Privacy while Purchasing
2) How to buy? What to buy?
In Store
Online and click and collect from store
Online and deliever to your home and work
Others
Conclusion: Millennials are more likely to browse online and get advice online before they enter into a store.
Research －Persona
Diana Photographer
Bio
Goals
Diana is a photographer and also produces covers for fashion magazines and collaborated with major brands worldwide. She builds her own strong , progessive and powerful visual styles which are welcomed by many fashion and luxury brands.
To know the latest news and information about art, fashion and design
Personality
Frustrations
Extrovert
Introvert
Sensing
Intution
Thinking
Feeling
To establish and fins her own dressing style
Cannot easily know the latest information from brands’ websites Doesn’t have a lot of time to do the offline shopping
Age：28 Job：Photographer
Judging
Brands
Income： Upper Class Education：High Education Status： Single Location：Milano
Perceving
Technology IT Software Mobile App Social Networks
Concept
BRIEF
Versace Rebrand Project
RESEARCH & ANALYSIS
Brand DNA
Target Market
They prefer to check brand and find out some information on the website. Web Rebrand becomes important.
STARTING POINT : WEBSITE REDESIGN
Visual Brand Guide FONT
Cormorant Garamond Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Cormorant Garamond Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Cormorant Garamond Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gill Sans abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
COLOUR
#000000
#ededef
Design Proposal
Mobile Version This web is a respositive web so it is quite flexible to different devices.
Web Design
Project 3 ITALIA INDEPENDENT x THE NORTH FACE New Collaboration and Communication Description: Italia Independent is a Factory of coolness which by happens to sell eye-glasses.The objective of this project is to identify an appropriate co - branding partner for a new capsule collection which is consistent and enriching to the expression of the brand’s DNA and talks to your identified target. Year: 2017 Client: Italia Independent and Domus Academy
Research of the brand Italia Independent is a “factory of coolness” which by happens to sell eye-glasses. The company philosophy is clearly summed up in its name: evolving “Made in Italy” is the challenge, pursued by fusing together fashion and design, tradition and innovation, style and creativity.
BRAND DNA
BRAND CURRENT COLLABORATION ANALYSIS
Values
Lifestyle
Fashion
Innovation made in Italy 2.0 Quality is no longer enough Lifestyle
Hublot Chiara Ferragni Icon J.F Rey Bysmphony Praiaz
Colmar Toy Watch Oriciani MC2 Saint Barth Invicta Puro Karl Lagerfeld Pinko Adidas Originals Swarovski Crystal Jeremt Scott
Mission Create the trend Be independent
Vision To create new trends and not to follow them. To be a lifestyle brand
Techonology / Innovation SSC Napoli Vertus Alcantara
Sports Juventus
Conclusion Italia Independent has a lot of collaborations. Througn doing the analysis, Italia Independent collaborated with a lot of fashion brands and fashion product lines are complete. Thus the collaboration touchpoints can be lifestyle, sports and technology brands.
Collaborate Brands Analysis We selected several brands The North face, Columbia, Fjall Raven, Adidas, New Balance, Under Armour, Timberland and Puma and through research, The North Face and Adidias are the protential collaborative brands. However , Adidias is already the collaborated brand. As a result, our team choose The North Face as the collaborated brand.
Lifestyle
Sports
Lifestyle
Technology
Sports
Lifestyle
Technology
Sports
Lifestyle
Technology
Sports
Technology
THE NORTH FACE
COLUMBIA
FJALL RAVEN
ADIDAS
Lifestyle
Lifestyle
Lifestyle
Lifestyle
Sports
Technology
NEW BALANCE
Sports
Technology
UNDER ARMOUR
Sports
Technology
TIMBERLAND
Sports
Technology
PUMA
Collaboration and Concept Through doing research about the sports brand, we select brands for example Columbia , Fjall Raven , Patagonia, Napapijpj, The North Face, etc. At the end ,we choose The North Face as the collaborative brand. This collection ‘s main concept is Urban Exploration. COLLABORATION Increase Eyewear Product Lines
Substainablity Quality Technology Exploration Sport Lifestyle
Italian Style Lifestyle Quality
Innovation Material Increase sport and lifestyle collection Media Attention
I.I X T.N.F Innovation Affordability Made in Italy 2.0
N
THE RTH FACE
Communication Strategy
COMMUNICATION STRATEGY MEDIA ATTENTION
Website Promotion
Social Media Promotion
Collaboration Page Facebook
Communication Strategy- Web Design
1.HOMEPAGE Introduction of the New Collection
2.COLLECTION PAGE Details of the New collection Vedios Men Collection Women Collection
3.PRODUCT PAGE Details of the Product
Social Media Promotion
The main aim for the communication is the media attention. So We try to invite some influencers or super models who are suitable for the concept for example Yuan Bochao to promote this cobranding collection.
Social Media Promotion
Project 4 FLIP YOUR IDEAS Project of Fondazione Achille Castiglioni Description: Achille Castiglioni was an Italian designer.Achille Castiglioni exerted a formative influence on 20th-century design and has been a role model for generations of designers.The project is to give voice to the Fondazione Achille Castiglioni and create a link between physical space of the museum and what it’s outside the Studio’s walls. Year: 2016 Teamwork: Jongdae Park , Lu Chongzhe , Zhang Yin , Sofia Marques My Role: Flip Book Illustration , Design Part Client: Fondazione Achille Castiglioni and Domus Academy
Introduction of Project Achille Castiglioni was an Italian designer of furniture, lighting, radiograms and other objects. In order to keep his design projects and share to people, the Castiglioni Family decided to orginaze the Museum Achille Castiglioni. Fondazione Achille Castiglioni was born in 2011.The Museum Achille Castiglioni collects stories, objects and memories of a lifetime, one of the fathers of Italian Design: Achille Castiglioni.The project is to give voice to the Fondazione Achille Castiglioni and create a link between physical space of the museum and what it’s outside the Studio’s walls. ACHILLE CASTIGLIONI
PRODUCT ANALYSIS
Achille Castiglioni was an Italian designer.Achille Castiglioni exerted a formative influence on 20th-century design and has been a role model for generations of designers. His works are included in permanent collections in museums all around the world, including 14 pieces at the Museum of Modern Art in New York.
SELLA CHAIR Achille Castiglioni got the inspiration of the sella chair from the milk chair.
LAMPADINA(FLOS) Achille Castiglioni used and combined two anonymous objects the bibyble seat and the film wheel to LAMPDINA.
Concept Through the brand keywords, I select Lateral Thinking and storytelling. Lateral thinking is thinking in a different way. I want to create a campaign to use a storytelling way to engage people to know more about Achille Castiglioni and Fondazione Achille Castiglioni. Each one has their different views about the same objects.This campagin is a platform that people can stimulate their imaginations.
S YSTEM
CONCEPT Playful Exhibition in mobile studio houses in Milan Experience of Flip book DIY workshop
1 Promotion
“FLIP YOUR IDEAS!”
Social Media
Billboard
at Design Week in Milano
VISUAL IDENTITY
2 Mobile Exhibition
FLIP YOUR IDEA!
C-0 M-0 Y-100 K-0
FLIP YOUR IDEA!
Attract people Three Themes
FLIP YOUR IDEA!
Lampadina
C-0 M-0 Y-0 K-100
Dry Sella Chair
3 Fondazione Achille Castiglioni Increasing the Brand Awareness
Flip Book Workshop
Their works can be showed on Social Media and Billboard
Promotion This page is about the promotion, including the social media and billboard.Before the campagin, it needs these methods to promote and attract more people who are interested. SOCIAL MEDIA
BILLBOARD
There can be a small video which is a sample how to make a flip book.
FLIP YOUR IDEA!
Visual Identity
There are the souvenirs of the exhibition.
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