PORTFOLIO ZHA N G Y IN 2015 - 2016
Visual Communication and Brand Design
Zhang Yin
From Shanghai China. My background is Visual Communication Design. And I study Visual Branding in the Domus Academy Milano Italy. For me, the main goal of design is to solve problems and also needs to know what peopleĘźs needs.
CONTENT 01 Italy meets China -
LʼUOMO VOGUE Exhibition Brand Strategy / LʼUomo Vogue / 2016
02 Flip your ideas -
Project of Fondazione Achille Castiglioni Brand Strategy / Fondazione Achille Castiglioni / 2016
03 Shanghai Alley
Book Design / University Project / 2015
04 Travel With Jingdezhen
City Identity / University Project / 2017
05 Yesterday Today Tomorrow Illustration / University Project / 2015
ITALY MEETS CHINA LʼUOMO 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 LʼUomo 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
LʼUOMO 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.
P RES ENT
F UTURE
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 target for L’UOMO VOGUE. ONE
THREE
United States Africa Asia European Union Latin America Middle East 0
50 1990
2014
ASIA WILL INCREASE FURTHER IN GLOBAL GDP
ASIAN REGIONAL GDP RANKING 2016
In 1990, Asiaʼs 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.
CHINA 11.391.619
INDIAN
2025
2.250.987
ASEAN
FOUR
GLOBAL APPREAL AND FOOT WEAR 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
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.
1.404.383
Shanghai
T WO
Footwear Market Size( $B)
KOREA
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 PAR TNERS
HIGH ATTENTION
2016 SS
Participates of Fashion Week more than
The host of opening party
2015 A W Blumarine started its first show
2014AW
100 ,00 0 SHAN GHAI X INTIANDI
Topics of Fashion Week more than on WECHAT
200, 000
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
Design
CON CEPT
U
O
M O LʼUOMO VOGUE
Shanghai Fashion Week
Italian Men Fashion Exhibition
LOGO
U
O
M O Through some data and analysis, LʼUOMO VOGUE has potentials to open its Asian market and promote Italian men style and the its brand awareness. LʼUOMO VOGUE will host an exhibition in Shanghai which is the starter of the promotion and cooperate with Shanghai Fashion Week.
APP Design
1.HOMEPAGE Menu Exhibition Introduction Lʼuomo Style History of Lʼuomo Contact
Search Part
2.INFORMATION
2.INFORMATION
Introduction of Exhibition
Lʼuomo Style there are six parts to describe Italian men style.
3.DETAIL S Exhibition Detalis Italian Style There are some information about the exhibition details and Italian style.
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 itʼs outside the Studioʼs 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 itĘźs outside the StudioĘźs walls. AC HILLE C AS TIGLIONI
PRODUCT AN ALYSIS
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.
SELL A CHAIR Achille Castiglioni got the inspiration of the sella chair from the milk chair.
L AMPADINA(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.
CON CEPT
S YS TEM
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 IDENTIT Y
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!
Souvenirs of the Campaign
There are the souvenirs of the exhibition.In each mobile exhibition, there is a bag including a map of the adventure journey, a card , the stationery ,the tape ,etc.
What is t he car d? There are four types of the cards for each theme.This sample is for DUOMO.When people open it, it shows that it is about Sella Chair. Through this design, people may be curious what is the next stop’s theme.
SHANGHAI ALLEY BOOK DESIGN ABOUT SHANGHAI CULTURE Description:
The aim of the book is to memorize Shanghai alleys.The longtang( alleys ) is a lane in Shanghai and, by extension, a community centred on a lanes or several interconnected lanes.Since 1990s, Shanghai has been developing at a rapid pace. More and more highrises have replaced the traditional residences.Thus traditional cultures are being deserted.
Year:
2015
University Project:
East China Normal University
Research about Disappearing Alleys Since 1990s, Shanghai has been developing at a rapid pace.More and more highrises have replaced the traditional residences.Thus traditional cultures are being deserted.Without alleys, Shanghai will be a city with no memories. DATA
The number of Shanghai alleys from 1947-2013
3840 2560 1490
1947 20 0 0 2013
The number of Shanghai alleys is sharply decreased from1947-2013,from 3840 to 1490.This serious situation needs to be pay more attention.
PEOPLEĘźS IDEAS Agreement keeping the alleys Improving the poor living condition
44.3%
Agreement keeping the alleys Changing to commercial areas Agreement keeping the alleys Keeping its historical paets Disagreement Removing the alleys
PeopleĘźs support to keep Shanghai alley
Sketch These are the sketches of Shanghai alleys. These are the sketches of Yuyangli ( longtang ) map.Longtang is the combination of Shikumen Style buildings and the structure of longtang is complicated
These are the sketches of the typical elements in alleys.
Illustrations This is one of the map of Shanghai alleys and beside there are some elements in Shanghai alleys.
Chai Pan Wonton
Sugar Figure Blowing Art
Eating the sweet dumplings
Baked the potatoes
Selling Popcorn
Repairing the shoes
Book Design In this book,there are three alleys: Fuxing alley, Yuyang alley and Huaihai alley.There will be three parts of each alley: the history, the celebrities and the map. DETAIL This part is the introduction of Fuxing Alley. There are two former residences of the celebrities:Shi Liang and He Xiangn-
ć•… ĺą…
The title font I chose is the Lang Song by Creation Studio (Chinese Typography Studio) .
Book Design This is the map of Fuxing Alley. I selected some main points which represent the Shanghai Alley. DETAIL If tourists are interested in visiting Fuxing Alley, they can follow the map to find the main points of the alleys,for example the former residences of the celebrities.
Book Design
This book is not only for the tourists , it is more like a memory for local people and me in Shanghai.Right now these Shanghai alleys are disappearing, without alleys ,Shanghai is a city with no culture and no history.
TRAVEL WITH PORCELAIN JINGDEZHEN CITY IDENTITY Description:
Jingdezhen is a historic city which is famous of its art porcelain. However, as a tourism city, it meets some problems, for example the poor quality of the products, the similarity of the products , the poor planning of the city and the unconsistent city visual identity. How can Jingdezhen attract more people by the art of the porcelain, let people feel more deeply about the art of porcelain and rebuild the city image?
Year: 2017 University Project:
Akv.Stjoost
Introduction Jingdezhen (or the Town of Jingde) is a prefecture-level city, previously a town, in northeastern Jiangxi province, China, with a total population of 1,554,000 (2007). It is known as the "Porcelain Capital" because it has been producing pottery for 1,700 years. The city has a well-documented history that stretches back over 2,000 years.
Feature PORCELAIN
1700 YEARS In 2005 London
A JAR
was auctioned
RMB 230,000,000 Jingdezhen's porcelain has been famous not only in China but in time it became known internationally for being "as thin as paper, as white as jade, as bright as a mirror, and as sound as a bell". The late Guo Moruo, a senior official who was also a famous historian and scholar of PRC wrote a poem that says (in translation): "China is well known in the world for its porcelain, and Jingdezhen is the most well-known centre, with the highest quality porcelain in China".
Problem There are some problems in Jingdezhen. Firstly , the products of each shop look so similiar and these products lack creativtity. It lacks the city visual identity and the visual identity will greatly influence the atmosphere of the city and they should be relevant. Jingdezhen is also a tourist city , however the sightseeings are seperate and there is no offical tour guide.
The Similarity of Products
The Poor Planning of the City
The Poor City Image ( Atmosphere and Visual Identity)
Solution and Concept Create and use a fresh tour experience system to feel the creativity and diversity of porcelain art. This tour experience system should be under a consistent visual identity and this visual identity can also be the Jingdezhen City Visual Identity.
System
Concept
Travel With Porcelain In Jingdezhen
Tour Experience
Creative Poreclain
Partner
Consistent Visual Identity
1
Promotion
2
Tour Experience
3
Creative market
University
Creation City Image
Museum Experience History of Poreclain
Studio Experience How to create a porcelain
Creative Experience Creative Market and Streets
Details of the system This is the system how this tour experience works.This system has three parts : Museum Experience ( knowing more historys about the Porcelain) , Studio Experience ( People can tey to make a porcelain themselves ) and Creative Experience ( People can know artistic and creative styles of the porcelains ).
1
2
3
The first step is the museum experience.During this part , people will know about the history of the poreclain.This place is Pottery Museum
The second step is studio experience. In Jingdezhen, there are a lot of creative and unique studios. In these studios , there are some workshops which can let people experience how to make their own
The third step is creative experience.In Jingdezhen, Letian Weekend Market , Pottery Street , Jingdezhen University and Sanbao Pottery Village influence and attract a lot of people . During this experience, people can find different varieties of potterys . Right now , the styles of potterys are diverce.
Promotion This is the promotion about the Travel with Jingdezhen.
Visual Identity This is the visual identiy of the whole system.
App Design
Logo I got the inspiration from the shape of porcelain.
1. Homepage This is the homepage of the App.
Color
C-100 M-99 Y-38 K-1
Icons
C-0 M-0 Y-100 K-0
2. Introduction In this part , it includes the introduction of Jingdezhen and the tour map of Jingdezhen.
3. Details of the map In this part , if people are interested in the sightseeing on the map, they can click and there is a dialogue showing the information about this sightseeing
Souvenir
This is the souvenir system of Travel with Porcelain. It remains the same style of the whole visual identity.This souvenir system includes
the postcards , cups , bags , pencils , taps , etc.
YESTERDAY TODAY TOMORROW ILLUSTRATION Description:
During the growth,people change themselves and hide their real personality.In order to exist in the society, human abandon a part of them.It seems that yesterday is just like people’s teens.At that time, they don’t pretend themselves and don’t know how to conceal their emotions.They speak whatever is on their mind.Today, people try not to say something that offends others.They are changing themselves.Tomorrow, they look like the same as others with same characters.These illustrations indicate my life.
Year:
2015
University Project:
East China Normal University
Illustration
CONTACT ZHANG YIN +393881239155 zhangyin19940123@163.com