By Yunru Xu
Date March 2012
PORTFOLIO
NICE
It’s all about ME
Name: Yunru Xu Date of birth: 11.07.88 Nationality: Chinese Address: PorsvĂŚnget 25, 3 mf 7400 Herning, Denmark Email: cloud-1988@hotmail.com
CONTENT
01 About me 02 Education Mind Map 03 Assignments & Practic works
04 Subject 05 Project 06 Graphic design 07 Design works
About Me
CV
Education Dates School name
August 2010 - July 2012 TEKO Design & Business School (Denamrk)
Dates School name
September 2003 - July 2007 Shanghai Art & Design Academy
Other Education Dates School name
January 2009 - July 2009 Odder Højskole (Denmark)
Dates School name
August 2009 - July 2010 Krabbesholm Højskole (Denmark)
Work Experinence Dates Occupation or position held Main activities and responsibilities Name and country of company
November 2011 Pravit Chinese Language Teacher Teaching Chinese language Pravit
Dates Occupation or position held Main activities and responsibilities
August 2011 - Octber 2011 Graphic designer & Marketing Assistant Porster design, Website layout design, Newsletter publisher, Fair assistant MANSART® (Denmark & Shanghai) Design-driven company of accessories for the home and outdoor living
Name and country of company Type of business or sector
Dates Occupation or position held Name and country of company
September 2010 - June 2011 Housework assistant Praivt
About Me
CV
Award Dates Award name and type Name and country of company
April 2010 Top 10, Furniture design FSC, Denmark
Personal skills and competences Mother tongue Other languages Social skills and competences Organisational skills and competences
Computer skills and competences
Other skills and competences Interests Personality
Chinese, Shanghainese English, Danish, Cantonese Team spirit and good communication skills. Ability to team managing and time managing. Leading skills and organize projects. Adobe programs ( Indesign, Illustrator, Photoshop, Photoshop Lightroom ) Micsoft programs ( Word, PowerPoint, Project) Traditional Chinese handcraft skills Drawing, Painting, Design, Reading, Swimming Creative, Motivated, Positive, Learning fast, Good at team work
2 years education at
TEKO
2010 - 2012 Supply Chain Management
Graphic Design Merchandising Management
Brand Analysis Design Brand ID & Product Menegement
Textile Analysis
Global Communication Culture & International Marketing
Brand Strategy
Branding & Marketing Management
E-Strategy (Internet Marketing)
Style History Entrepreneurship Economics Menegement & Leadership
Accounting & Financial Management
Value Chain Project
Global Marketing
Retail Management
Applied Concept Generation
Applied Marketing Marketing Management
Susitainable Design
Assignments & Practice works During my study at TEKO , I made a lot ‘PowerPoint’ presentations and reports to present my subjects assignment. On the other hand, though the assignment presentation process. I could have ability to practice my knowledge by using different subject theories I learned and make an analysis of the existing firm to get enhance my professional knowledge in reality. In one case, I have been used the CBBE model to analysis M&M. Because of the CBBE model is provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. In order to do this, I must develop marketing programs in way that best fit into customers’ mind and linked the brand to the desire customers’ feelings, thoughts, actions and beliefs. So in the end, I could use my brand knowledge to help M&M enhance their business and build strong brand. As you can see, I putted a lot of brands logo on the right side. It is shows the company which I have been work on it
B R A N D S T R A T E G Y
E B
B C
The br an proces d building s
What is branding & marketing? How can we build strong brand? During my education at TEKO, I learned a lot about brand knowledge and learned how to use different models to analyse and to build strong brand or help brand get stronger. E.g. CBBE model, Brand Identity, Brand Positioning, Brand Equity, Brand Relevance and so on. I familiar with use all the brand models and brand knowledge to make a right brand strategy decision.
Economics Why we needed economics? why brander need to learn economics? Nowadays, economy is a big issue in the world. It is almost controlling and running the whole world and its influence everybody. I am interested in economics. As a brander, it is also important for us to know about economy trends, because economic can help brander to well know about a brand business satiation. It is also help brander to know about country economy before to consider extending their business to abroad.
Y
Microeconomics & Macroeconomics Microeconomics is generally the study of individuals and business decisions; macroeconomics looks at higher up country and government decisions. Both can help me study about branding. I was studying at microeconomics about the Accounting & Financial Management and macroeconomics. I learned how to analyse firm by comparing firm base data, and learned how to analyse a country economy, such as GDP, unemployment rate, income distribution, export and import rate, etc. Thus economics knowledge are help me get know how to analyse company financial and country economy, therefore I can ensure my business or brand and marketing strategy on the right way before I am entry my business to a country or start work with a company. Economics always related with business.
S
This is two economics study books which I had used to study economics at TEKO.
C
Brand ID Project Project:
Based on an existing brand and develop a new product for the brand you choose. Make a fair trade to presente the new product for your brand.
Description:
We were choose the existing jewellery design company MONIES
Competencies: After we analysed the Brand ID of MONIES. I designed a new product for them. it is a funky lady handbag.
My group were divided different job, so I sew the bag. And helped set up the trade fair display.
Entrepreneurship Management Project:
Create a new business, set up own company. Write a business plane and implement it.
Description:
Team work We were created a furniture workshop company. We will recycle wast materials and to redesign new furniture piece. For example, we recycle newspaper, wast bottle, old furniture and so on. Then we are re-design it make new design piece, e.g. newspaper clock, bike chain photo form etc.
Competencies:
We had brain stroming and learned the process how to create a new business and implementation. We were designed newspaper and the bike chain photo form to given an exam ple of our business idea.
Product Development
Purchasing Retail
We have been using this two basic business knowledge, the development process and the business chain to get our brain storming started it.
Business Chain Sales & Marketing
Our design work models
Production
Sustainable Design Project Project:
Describe how a company may work with sustainability. Based on a company which is to start working with or which should develop its work in relation to sustainability in one form or the other.
Description: We choosed exsiting company MILKA for this project. We were created a new
sustainable business for MILKA and developed a new sustainable packaging for their chocolate.
Competences: After brain storming, we were designed a new sustainable business for MILKA.
Why
Sust
I made a project management time-line plan in Micsoft Project to implement our idea and also added the maketing plan.
aina
Collected all the ideas we had, then we decided to change Milka’s packaging design for their chocolate bar. We were designed use hemp paper, because its easy to recycle and low cost to produce it.
After we decided all the work steps. I made a project management time-line plan in Micsoft Project to implement our idea and also added the maketing plan.
bilit
y?
E-Strategy Project:
It is a subject about internet marketing.
Description:
We are learn referred to as the marketing (generally promotion) of products or services over the Internet. And how to collect digital customer data and how to keep relationship with customer on internet.
Competences: After studied at E-Strategy, I know more details about digital marketing and how
can running the internet marketing. Before studying E-Strategy, I only know very narrow knowledge about digital marketing. I do not know how and why need to get the customer information date and so on. Now I know what the purpose to collect customer information is and how to make an online strategy and so on. On the other hand, I have ability to use internet marketing theories to work at digital marketing, also I learned how to use 5Ss and 7Ss to analyze and manage, develop firm.
5Ss
Nowadays, internet is a new distribution business. It is very important as well, because internet business almost take more than fifty percent of business right now. Online and offline is exist a lot of difference, so we need to have different business strategies to running our business. I learned how to use 5Ss and 7Ss to analyze firm, and the purpose is to help enhance the benefit of company.
Graphic Design I Project:
Brand book design
Design a brand book for the Danish design company VIPP.
Competence : I learned how to use different design software. I followed the brand identity and design style of VIPP, finally I designed layout for VIPP. In the process, I used In-design and Illustrator made this brand book I designed layout and used In-design and Illustrator made this brand book. for VIPP.
Graphic Design II
poster design
During my internship, I designed few promotions posters, web-shop layout, Brand book covers and Invitation letter etc. for my internship company MANSART速 in Shanghai. I followed MANSART速 brand image/identity and brand positioning and designed the poster for them. I have strong visual design ability and familiar with use design software, therefore I had practiced my design skill in branding. It is also work competence for me as a brander in the future career.
...at TEKO
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& My major is Branding & Marketing Management in fashion design and furniture design line, so that is why I added those photos to symbolize Teko is a design and business school.
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DESIGN - Fashion design - Furniture design
Why those photos?
s k r o W ign
s e D Font design
Why this figure in the portfolio? This figure symbolize my education at TEKO. From the left to the right, its symbolize my business knowledge, personal ability etc. It is a record of my study life at TEKO. And it is from August 2010 when i was just started at TEKO until I finished the AP degree now(2012).
These two fonts are place at my portfolio. Because I study at TEKO, and TEKO is a business and design school. My major Branding & Marketing Management is in furniture and fashion line, so that is why I used my favoriate chairs shape and a woman body shape designed this two fonts.
About Me Why is TEKO? I am very good at and very interested in drawing and painting since I was very small. After me grew up, I was study at design and art for many years in Shanghai and Denmark. I know that I want to do and work for design industry in the future. But at the same time I am very interested in business. I think that I get influenced by my father. So that is why I was looking for a school which can combine two things together, then finally I found TEKO, and it is totally suit and good match. Nowadays, I finished my AP degrees at TEKO. But I want to learn more about business and get know more knowledge in branding and marketing. At that same time, I like TEKO very much as I think it is a good place to continue my study. So I want to top up my bachelor degrees at TEKO.
Why I chosen study at Branding&Marketing Management? At began, I do not what major should I choose to study. I was considering about my choice for very long time. On the other hand, I know I am a creative person, I love design, and I like to listen to business case story and so on. Besides that I like all the beauty staffs, behind those beauty staffs it always have a strong brand, that is make me feel more interested about brand story. Based on those reasons, I decided study Branding & Marketing Management.
In the future‌
I wish I could work at design industry where I could use my business knowledge as well. Simply, I just want to become a business woman and designer. I want to combine those to career together in the future, so I could use my business knowledge to help I am work at design industry and a designer who could help self to sale own design works. This is the best career for me in the future. But before let my wish become to true. I hope I could continue my study at TEKO, to help me get know more business knowledge for my future.