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PREFAC E
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I. THE ZENCHI PHILOSOPHY Zen: Serenity, inner peace, calm Chi: Energy, vibrancy, life Two ancient, contrasting Eastern philosophies – both deeply rooted in Buddhism and traditional Chinese mysticism respectively. Certain schools of thought may place more emphasis on one over the other, but both are in fact necessary. Zen and Chi may represent many things. Personally, it is an analogy to faith and action. But in the context of design, to me Zen represents concept, ideas and thought. Chi, on the other hand represents execution and medium. Just as faith without action is dead, so is concept without execution, and execution without concept. Design is powerful. It has the potential to create change – be it psychological, behavioural, or social. But for design to have that impact on the world we live in, it is necessary for both elements of Zen and Chi; cogent concept combined with carefully-crafted execution. One cannot be without the other, Zen cannot be without Chi.
II. THE PAINTBRUSH ALLEGORY However, a third element is also necessary for design to impact the psychosocial and the behavioural. This third element is the understanding of cultural context. Like the paintbrush, a universal artistic tool found in most cultures globally, the resulting strokes differ from artist to artist, from region to region and from culture to culture. So is cultural context. An understanding of cultural context is to know how a society or community is shaped by their local culture and to have insight in they way they think and function. Combined with Zen and Chi, a strong idea with impeccable execution that speaks to and through the core of a culture is born. And that, is great design.
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CONTENTS
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ABOUT ME
ADVERTISING
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Resume
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DESIGN + TYPOGRAPHY
17 Gets You There
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Forget Me Not
112
Lepaklah
121
PHOTOGRAPHY
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128
Kopitalk
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My Malaysian Pantone Bento
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Bodies Without Souls
130
Teach To Fish
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Komorebi
140
COMOCO
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ILLUSTRATION
BRANDING + IDENTITY
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Bukit Jalil A.D.
148
Strapp
158
Happen Inc.
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Top 5 Somewhat Childhood Games
SPCA
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Eat Like A Local
KPUM
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TeruTeru
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Happy Days Art Bazaar
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TEDxKL 2014
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ASASI
90
Malaysian
162 167
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ABOUT ME
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IAN LAI ZENCHI // GRAPHIC DESIGNER Design is not just something that I do for a living. It’s so extensive that it permeates through all aspects of my life: affecting the way I think, behave and act. In its essence, the design process is a methodological process of problem solving. It’s a method of playing by and within the rules, and at times also breaking them. There are many problems that we face, and thus a designer will never run out of things to do. Although design is a huge aspect of my life, I believe that it is not what you do that makes you who you are. The doing does not supercede the being. For this reason, I try to live life and life to the fullest. To live, to love, to laugh, to cry, to see, to seek; all these things inspire me to keep being me. But enough of me trying to be deep and of my random ramblings. The work I’ve done so far, the work I’ve collected and curated here, I gave it my best and I gave it my all. With each work, I’ve learned, I’ve grown and I’ve matured. Nonetheless, I know that this is just the beginning. Even so, I hope that you’ll enjoy them.
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IAN LAI ZENCHI G RAP H I C D ES I G N E R
EDUCATION
WORK
2006
2013
Malaysia Public Policy Competition (MPPC 2013) Design consultant
SPM SMK Bukit Jalil
ICMS Industry Insights 2013
2013
Event branding; poster design; collaterals
2014
TEDxKL 2014
Design consultant
2011
Booklet design; poster design
BA (HONS) IN GRAPHIC DESIGN The One Academy
Design team
2015 KPUM & ASASI
Design consultant
Branding; logo design; corporate stationery design; event branding; poster design
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2015
Event branding; poster design; copywriting; collaterals
REPERTOIRE TYPOGRAPHY
LOGO DESIGN
PHOTOGRAPHY
ADVERTISING
PUBLICATION/ EDITORIAL DESIGN
BRANDING
PHOTO MANIPULATION
ILLUSTRATION
TOOLS
ILLUSTRATOR
PHOTOSHOP
INDESIGN
PREMIERE PRO
AFTER EFFECTS
AUDITION
DREAMWEAVER
FLASH
LANGUAGES ENGLISH
MALAY
Spoken
Spoken
Written
Written
CHINESE
JAPANESE
Spoken
Spoken
Written
Written
INTERESTS
CONTACT
Likes to bake, like bread and choux à la crème.
+6012 331 0265
Loves cats, is a servant to 7.
iamzench@gmail.com
Wishes to travel, although rarely does so.
behance.net/ianlai
Likes learning foreign cultures, hence the travelling. Likes music and always wanted to play an instrument, although still not able to. Photography, but mostly limited to scenery or cats. Likes tea, more so than coffee.
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DESIGN + TYPOGRAPHY
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KOPITALK
KOPITALK SELF-CURATED MAGAZINE
Kopitalk is a self-curated magazine that touches on the heart of Malaysian culture. Looking at culture that is beyond the superficial ethnic festivities and traditional pastimes, Kopitalk uncovers what makes Malaysians tick – touching on issues close to home and our hearts, such as how our society behaves, the stereotypes and assumptions within our society, our local political scene and even the design around us that are ubiquitous yet inconspicuous. The magazine also celebrates being Malaysian, that being Malaysian is to be rojak. It celebrates the crosscultural transactions and cultural amalgamations over the years of living together as a multi-ethnic society, reflected in the visual language of the magazine.
A magazine that focuses on the matters that define a Malaysian.
Publication design; typography; photography; masthead design; curating and editing.
A magazine by a Malaysian for Malaysians, spoken in a local context and touching on issues that homegrown Malaysians would know.
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KOPITALK
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KOPITALK
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DESIGN + TYPOGRAPHY
From section to section, the hue changes from red to blue to yellow, paying homage to the colours on the Malaysian flag. 18
KOPITALK
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MY MALAYSIAN PANTONE BENTO
MY MALAYSIAN PANTONE BENTO SELF PROMOTION KIT
My Malaysian Pantone Bento is a designer selfpromotion kit that is quintessentially Malaysian with a touch of Japanese. Designed and packaged in the form of a Japanese lunch box (bento), it becomes a metaphor for the design process, likened to how the bento, from preparation to consumption involves a flow and process, just like design. The contents of the bento however are typically Malaysian that is nasi dagang, a Malaysian dish that hails from Kelantan. The food contents are analysed and broken down into Pantone colours, a reference to how a graphic designer is sensitive to colours in the environment. The kit also makes a statement of “I may look Japanese on the outside, but I’m really Malaysian on the inside.” The kit comprises of a cover letter, a resume, an explanation card, a name card and some play items.
A designer self-promotion kit that utilises the bento as a metaphor for the design process and identified colours of food as an allegory to the sensitive eye of the designer.
Typography; photography; packaging design.
A cross between Malaysian and Japanese cultures to make a statement.
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DESIGN + TYPOGRAPHY
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MY MALAYSIAN PANTONE BENTO
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DESIGN + TYPOGRAPHY
The cover letter is the first element of the kit, depicted by utensils.
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MY MALAYSIAN PANTONE BENTO
The resume, designed as the rice element of the dish.
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DESIGN + TYPOGRAPHY
The card explains the concept behind the whole kit.
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MY MALAYSIAN PANTONE BENTO
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DESIGN + TYPOGRAPHY
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TEACH TO FISH
TEACH TO FISH NON-PROFIT ORGANISATION
Teach to Fish is an initiative to help the urban poor and the homeless in the city. The organisation empowers the homeless by teaching basic work skills through short-term courses and helping them to look for secure jobs and housing. Teach To Fish then involves the public in the work they do by recruiting volunteers to teach and to assist in the courses or with general work. Corporations are also involved through sponsorships, work placements and donations. To promote the work of the organisation, the “real stories, real people�campaign is targeted at changing and challenging the negative perceptions of the public on the homeless. By revealing the stories of how certain individuals became homeless, the campaign hopes to bridge the gap between society and this marginalised group.
A non-profit organisation that helps the homeless through empowerment while engaging the public to be involved.
Typography; logo design; poster design; photography; web design.
Understanding the negative perceptions and preconceived notions of the local community against the homeless and breaking those myths.
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DESIGN + TYPOGRAPHY
Posters/print ads promoting the campaign. The print campaign uncovers three true stories of three homeless persons, showing that the homeless are real people with their own share of problems.
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TEACH TO FISH
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DESIGN + TYPOGRAPHY
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TEACH TO FISH
The Teach To Fish website is the call-to-action of the campaign, providing information and opportunities to volunteer or donate. It also contains a special section for corporations that are interested in working with the organisation, either as a sponsor or a partner for work placements.
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COMOCO
COMOCO APP/SOCIAL CAMPAIGN
COMOCO is an app-cum-social campaign that aims to rehabilitate the bad driving habit of fiddling with smartphones while on the road. There are three components to COMOCO, first the safety pledge (activation), then the NFC cardboard dock (assimilation) and then the app (ecosystem). The pledge is first taken by the user, pledging not to fiddle with their phones when they are driving. The pledge is printed on the back of the NFC cardboard dock which is given free of charge to users who have taken the pledge. The cardboard dock is equipped with a NFC tag to launch the app whenever the phone is docked for quick and hassle-free access. The dock is also the main artefact that will be distributed to promote the app/campaign. The app is a voice-activated task automator that performs tasks and functions on the smartphone most commonly used while driving. Designed especially for use on the road, the app enables users to use their smartphones on the road without having the need to fiddle around with it blindly.
An app-cum-social campaign that promotes safe driving and assisting users with smartphone functions while driving without endangering their lives.
App design; logo design; typography.
Understanding that people now rely on GPS and music apps whenever they drive. As such, telling people to stop using their phones while on the road will not work. An alternative solution is to make the smartphone easier and safer to use while driving.
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DESIGN + TYPOGRAPHY
DRUNK DRI VING IS NO LONGE R THE LEADI NG CAUSE FOR CAR ACC IDENTS. SMA RTPHONE USAGE IS . We aren’t driving safe anymore, thanks to smartphones. But the phones themselves are not to blame, we are. We have a bad habit of picking up our phones while on the road: whether we’re stuck in a jam, waiting at a red light or just cruising down a hingway. Our fingers just itch to check in on the latest updates on Facebook or Instagram, or to send snaps and view stories on Snapchat. The dangers of such behaviour are high, diverting our attention away from the road, increasing the risk of accidents by 23 times. The question: how can we alter this behaviour?
MA KE THE SMA RTPHONE SAF E R TO US E WHILE DRI VING. Smartphones have also arguably increased the quality and experience of driving. We have become reliant on GPS apps to tell us directions and music apps to keep us entertained to our favourite tunes. Rather than going cold turkey and stopping smartphone usage altogether, why not ease and simplify smartphone usage until it no longer diverts too much attention from the road? Basically, make it safer to use while driving. The challenge: how to use a smartphone without actually touching it?
CO - MOTO R CO RT E X
INT ROD U C I NG COMOCO – T H E S E COND BRA I N YOU NE E D. The Co-Motor Cortex, or COMOCO is a voice-activated automator app that is designed for the road. COMOCO functions as the second brain you need, allowing you to use your smartphone while driving safely. In other words, you do the driving, and let COMOCO do smartphone fiddling. COMOCO is paired with a near-field communications (NFC) cardboard dashboard phone dock that activates the app automatically while driving.
MO RE T HA N J U ST A N A P P, B UT A L S O A S OC I A L MOVE ME NT. Beyond the automator app is a social campaign that rehabilitites the way we drive. In order to use COMOCO, users are required to take a pledge (either on the NFC cardboard phone dock or on the app) not to fiddle with their phones while they drive. ACTIVATION
ASSIMILATION
Take the pledge.
Download COMOCO.
ECOSYSTEM Use COMOCO.
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COMOCO
ACTIVATION
ASSIMILATION
Take the pledge.
Download COMOCO.
ECOSYSTEM Use COMOCO.
SOCIA L MOVEMENT: THE PLED GE. More than just an app, COMOCO is a social movement and campaign, encouraging its users to drive safe. Aimed to curb the bad habit of trying to fiddle with the smartphone while driving, COMOCO encourages the user to make a conscious, personal decision to rehabilitate the way they drive.
NAME
COMOCO begins with the user taking a pledge, pledging not to fiddle around with their smartphones while driving. Unless the pledge is made, users won’t be able to use the app. The pledge is packaged with the NFC cardboard dock, which is distributed at COMOCO pop-up stores around the city. Users first sign their name on the pldege that is printed behind the dock, which then the dock is given to them free of charge. Users then scan the unqiue QR code printed with the pledge, which allows them to download the unlocked app.
(EVEN IF I’M STUCK IN A REALLY BAD JAM)
PLEDGE
If users are interested to use COMOCO but did not manage to get hold of the cardboard dock, they are able to download the app from the Play Store or the App Store. They are then required to take the pledge on the app, which unlocks it straight away.
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DESIGN + TYPOGRAPHY
ASH
CO-MOTOR CORTEX
ACT I VAT I ON
ASS IM IL AT ION
Take the pledge.
Download COMOCO.
E COSYST E M Use COMOCO.
COMPLETELY COMP L I MENTARY, S O T H E R E’S NO REAS ON NOT TO U S E COMOCO. For COMOCO’s voice command features to work best, the phone has to be facing the driver, within the peripheral field of vision. Hence, the optimal position for the phone to be in is when it is docked onto the dashboard. To promote the use of COMOCO, a simple cardboard construct is given away for free at pop-up stores around the city, where users can easily unfold to set up their own dashboard phone dock. The cardboard dock is also equipped with an NFC tag that activates the app whenever the phone is docked for quick and convenient access, eliminating the hassle of looking for the and starting up app manually. The COMOCO pledge is printed behind the dock as part of the social campaign, in which users must take the pledge before receiving the dock and using the app. The COMOCO NFC cardboard dock comes in 6 different colours, allowing users to pick according to their preference. Safe, eco-friendly and fun, paired with COMOCO, there’s no better dock than this.
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SEA
MARINE
TWILIGHT
SUNSET
DAWN
COMOCO
CO-MOTOR CORTEX
THE APP
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AC T I VAT I ON
ASSI MI L AT I ON
Take the pledge.
Download COMOCO.
CO - MOTO R CO RT E X
ECOSYST E M
START
Use COMOCO.
Before users can start using the app, they are required to take the COMOCO safety pledge on the NFC cardboard dock. Once pledged, scanning the QR code on the dock would download the app, already unlocked and ready to use.
Take The Pledge
COMOCO : T H E A P P.
CO- MOTOR CORT EX
START Take The Pledge
To effectively rehabilitate driving habits, the COMOCO app is the pièce de résistance of the campaign. The app, a voice-activated task automator, assists users with smartphone functions as they drive, without having the need to fiddle with their phones.
2 NAME
However, if the pledge is not made yet, users can take the pledge on the app itself. (EVEN IF I’M STUCK IN A REALLY BAD JAM)
PLEDGE
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DESIGN + TYPOGRAPHY
CO-MOTOR CORTEX
THE APP 4 New users are required to register a new account, or with their Facebook or Google+ accounts. This is to keep track of individual preferences and settings within the app, allowing users to use the app without a hitch on another phone.
REGISTER
3 EMAIL
CO- MOTOR CORT EX
Once the pledge has been made, the app is ready to use.
PASSWORD CONFIRM PASSWORD
- OR -
START
LOG IN WITH
Take The Pledge
MEET MOCO!
(MOH-KOH)
MOCO is COMOCO’s automator bot. Think of him as your robot butler that lives in your phone. He will be the one executing your commands as you wish.
5 How COMOCO works is through an automator bot, known as MOCO. By giving voice commands to MOCO, MOCO will execute those tasks as programmed or set.
LOG IN WITH
7 MOCO responds to vocal commands. That way, you can get him to do things by just telling him! Try calling out “HEY MOCO” a few times.
6 The user’s voice is saved for future recognition, for accurate speech-to-text functions and prompt responses. To initate set functions and tasks, simply say “HEY MOCO” coupled with a task command and MOCO will respond.
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MOCO has 4 preset functions that you can use by assigning apps to them. Once assigned, to get MOCO to activate the apps, just call out “HEY MOCO, TURN ON (FUNCTION).” Functions may have further voice commands for more detailed actions, so be sure to check them out.
CALLS
MESSAGES
NAVI
MUSIC
MOCO has four main functions or tasks, namely calls, messages, GPS navigation and music. Apps are assigned to each of the functions, and the app is ready to go. For example, to initiate an app, the voice command “HEY MOCO, TURN ON NAVI” or “HEY MOCO, START UP NAVI” will activate the GPS navigation app set.
8 If no apps or tasks are running, COMOCO will go into idle mode, but ready to receive a command and initate a task.
COMOCO
CO-MOTOR CORTEX
THE APP
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After the “HEY MOCO” command is received, MOCO will get up close and listen closely for the next instruction.
Upon hearing “HEY MOCO,” MOCO will respond and will await further instruction.
This time, let’s say the instruction is “TURN ON NAVI.”
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A special feature of COMOCO is the auto speech-to-text keyboard that turns your audible words into text on your phone.
For text input, call out “HEY MOCO, PLEASE WRITE”
To use, just tap on the text box where you want to type, and give the instruction “HEY MOCO, PLEASE WRITE...” and MOCO will begin to type out what you’ve said.
11 MOCO will start up the set navigator app, in this case Waze. COMOCO will still run in the background, ready to receive further instructions.
For text input, call out “HEY MOCO, PLEASE WRITE”
The speech-to-text keyboard also works with messaging apps like Whatsapp or SMS, keeping the act of replying simple. When you’re done writing, just instruct MOCO to send it.
The more you use COMOCO, the more you’ll be rewarded. Usage stats will add up into affection points, and in turn MOCO will act friendlier as the affection bar increases. To rake up affection points, simply use COMOCO every time you drive and it will calculate how long you’ve used COMOCO and how far you’ve travelled with it.
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DESIGN + TYPOGRAPHY
CO-MOTOR CORTEX
THE APP 15 As the affection bar fills up, users also unlock options for customisation and personalisation such as custom backgrounds, custom characters with their own set of voice instructions and stories, and also custom colour themes. With such a wide range of customisations from cute to cool, users will be immersed in the world of COMOCO as they make it their own.
NAVVY
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TEXI
RINGER
MYUU
MOCA
COMOCO
CO-MOTOR CORTEX
THE APP 30 s
21 s 16
The news feeder can only be activated on two conditions, that is when the car is completely stationary and at a red light. By collecting and analysing crowd-sourced data, traffic light areas are identitied and thus a counter for the estimated duration of the red light will appear.
The more you use COMOCO, the news feeder feature will also be unlocked. The news feeder is a function that allows you to scroll through your social media by feeding limited information for a short period of time.
30 s
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16 s
The news feeder can only be activated also when COMOCO is running in the foreground. The news feeder limits the information shown (comments and such are filtered), and users may only scroll through and ‘like’ posts but not comment or click on them.
As the timer counts nddown, the news feeder automatically scrolls through the feed. As soon as the light turns green and the counter hits 0, the feeder will automatically switch off and resume driving. Although limited for road safety purposes, it provides enjoyment while waiting or when stuck in a jam.
Link to campaign video.
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BRANDING + IDENTITY
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HAPPEN INC.
HAPPEN INC. CORPORATE BRAND IDENTITY
Happen Inc. is a design studio that specialises in event marketing, design and branding. The idea being “Happen Inc. at the centre of all things happening,” the brand of the studio speaks of fun, excitement and vibrancy, as should all ‘happening’/Happen Inc. events should be.
Circles and cores to reflect design studio specialising in event branding and marketing that is the centre of all things happening.
Brand identity, logo design, corporate identity and stationery design.
A play on the commonly used Malaysian slang “happening” (referring to things/events/people that are popular) and transforming that into a brand identity for a studio.
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BRANDING + IDENTITY
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HAPPEN INC.
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SPCA
SPCA
CORPORATE BRAND IDENTITY
SPCA has a long history in Malaysia, being the oldest animal welfare shelter and group in the country. However, much of its reputation began to dwindle because of the lack of transparency and honesty in the handling of stray animals at the shelter. The rebranding was centred on building back that trust and security from the public it once had, making a point that they are serious in what they do and stand for. The symbol of a house is adapted for the identity, signifying security and trust for both people and the animals.
The house as a symbol of safety, protection and security. SPCA stands for these, not just safety and security for the animals but also security for the public’s trust.
Brand identity; logo design; corporate identity and stationery design.
People are wary of organisations that lack transparency and honesty.
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BRANDING + IDENTITY
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SPCA
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KPUM
KPUM
CORPORATE BRAND IDENTITY
KPUM is a student organisation for Malaysian law students studying in the UK and Ireland. As the bridge between the students and future employers as well as the law industry, the organisation is rebranded with professionalism in mind. True to their beliefs and functions, the symbol of the gavel is chosen to represent the organisation as is reflected throughout.
The gavel as the symbol of law, reflecting the nature of KPUM.
Brand identity; logo design; corporate identity and stationery design.
Although a student organisation, KPUM also frequently liaise professional firms and practices. What is needed is a brand identity that reflects professionalism yet appealing to law students.
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BRANDING + IDENTITY
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KPUM
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BRANDING + IDENTITY
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TERUTERU
TERUTERU PRODUCT BRAND IDENTITY
TeruTeru - Handmade Weather Charms is a brand of mobile accessories and silkscreened tote bags that brings you a slice of Japanese culture, but with an added vintage flair. In Japan, a teru teru bōzu (てるてる坊主, lit. shine shine monk) is a handmade weather charm that is believed to dispel rain and bring good weather. Traditionally made out of plain white cloth, TeruTeru reinvents tradition by crafting each charm each with its own unique design and pattern, transforming the charm into a personalised designer accessory. TeruTeru aims to bring the Japanese pop culture icon to a whole new level. From packaging to product, the brand reflects its Japanese origins and references the Japanese culture.
Designer phone accessories that are a cross between exotic and vintage.
Brand identity; logo design; product design; product branding; packaging design; illustration; typography.
Teru teru bozus are normally hung near windows in Japan, and thus the design references that practice. Through the design language, the brand also aims to ‘de-foreignise’ the product and appeal to the mass market.
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BRANDING + IDENTITY
Point of purchase display.
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TERUTERU
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BRANDING + IDENTITY
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TERUTERU
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TERUTERU
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BRANDING + IDENTITY
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TERUTERU
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HAPPPY DAYS ART BAZAAR
HAPPY DAYS ART BAZAAR EVENT BRAND IDENTITY
Happy Days is a concept art bazaar that revolves around the idea of the little things in life that makes one happy. More than just an art bazaar, it is also an experience where people come to play and stay to buy. From the marketing materials to the store concept, they all reflect the single thought of returning to the simple joys of life. A social media campaign was held leading up to the bazaar.
An art bazaar that reminds you that it is the little things in life that makes you happy.
Event branding; typography; illustration; eventdriven marketing; social media campaign.
In an age where materialism and status reign supreme, the message is a refreshing reminder of life’s simple joys.
Collaborated work: Kristy Voon and Yap Chi Cheng.
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BRANDING + IDENTITY
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HAPPPY DAYS ART BAZAAR
A few times a week, the ‘relatable status’ posters that remind people of the simple joys in life are released.
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BRANDING + IDENTITY
Marketing materials promoting the products sold at the bazaar.
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HAPPPY DAYS ART BAZAAR
To further promote the event, a web comic series was created. Reflecting the main message, it follows the life of a bitter and depressed cookie crumb that slowly begins to find his own happiness.
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BRANDING + IDENTITY
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HAPPPY DAYS ART BAZAAR
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BRANDING + IDENTITY
Happy stores are unique to Happy Days art bazaar. The stores are simple activities that are free to play, such as popping bubble wrap or looking at cute animals.
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HAPPPY DAYS ART BAZAAR
The event’s Facebook page which ran the social media campaign.
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TEDxKL 2014
TEDxKL 2014: THE OPEN FUTURE EVENT BRAND IDENTITY
TEDxKL, Asia’s largest TEDx conference themed its annual conference ‘The Open Future,’ a future of possibilities because of technology. The brief was to create a visual identity for the conference’s theme. The concept behind the visual solution is the phenomenon of waves and the ripple effect, that one action could cause a chain reaction. In relation to the theme, because of technology we hold the potential to create that reaction. As technology empowers people to equip themselves with knowledge, the visual language and message stemmed from the idea of creating ripples leading to a ripple effect.
Technology empowers you to create your own ripple effect.
Event branding; typography; photography; eventdriven marketing; social media campaign.
Although Malaysia is not as technologically advanced as some others, because of technology and the internet, possibilities still abound.
Collaborated work: Yap Chi Cheng, Maddie Tee, Tricha Tan, Lakshimiree Menon, Junne Foo, Amy Lo, Suzanne Lim and Sook Hsen.
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BRANDING + IDENTITY
Official poster for campus outreaches.
Designs for the official masthead.
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TEDxKL 2014
The official Facebook cover photo.
Marketing materials on speakers released on Facebook as part of the social media campaign. The materials are colour-coded according to each TED pillar, namely blue for technology, orange for entertainment and purple for design.
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BRANDING + IDENTITY
Countdown materials released on social media.
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TEDxKL 2014
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BRANDING + IDENTITY
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TEDxKL 2014
Colour-coded name tags for the event day.
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BRANDING + IDENTITY
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TEDxKL 2014
Programme booklet for the event day.
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ASASI
ASASI INTERNSHIP PROGRAMME EVENT BRAND IDENTITY
ASASI is an internship programme run by KPUM, catered to law students who are seeking a hands-on learning experience with professional law firms and organisations. Asasi, meaning basic rights in Malay, is the focus of the programme. The focus is then translated to the visual language of the promotional campaign for the programme, with basic shapes being a metaphor for basic human rights.
Basic shapes as a metaphor for human rights, which is the focus of the programme.
Event branding; typography; event-driven marketing; social media campaign.
As with KPUM, the visual language bridges the gap between professional firms and partners with the law students.
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BRANDING + IDENTITY
Event marketing materials regarding the partnering firms and organisations involved in the programme. Selected applicants will be posted to work with each partner.
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ASASI
The programme is also promoted on KPUM’s website and the ASASI Facebook page.
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ADVERTISING
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17 GETS YOU THERE
17 GETS YOU THERE OVALTINE AD CAMPAIGN
BRIEF In the product line of chocolate malt drinks, there is one brand that reigns supreme and has become a national household name. How do you then promote Ovaltine against that? INSIGHT Ovaltine is actually healthier than all of it’s competitors, with 17 types of nutrients. THOUGHT People need to know (especially mothers) that Ovaltine is the healthier choice. MESSAGE 17 Gets You There - With Ovaltine’s 17 vitamins and minerals, it’ll help you push forward and go the extra mile. STRATEGY An advertising campaign that is above and below the line, from print ads to TVCs to repackaging the product.
The 17 vitamins and minerals is what people should know about Ovaltine.
Advertising; illustration; typography; logo design; packaging design; storyboarding.
Understanding the target audience’s (mothers) priorities, which is their families.
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ADVERTISING
Print/poster ads, depicting three different scenarios revolving around the number 17.
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17 GETS YOU THERE
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ADVERTISING
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17 GETS YOU THERE
Bilboard ads that follow up from the ideas behind the print/poster ads.
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ADVERTISING
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17 GETS YOU THERE
TV commercial storyboard that parodies Alice In Wonderland.
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ADVERTISING
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17 GETS YOU THERE
TV commercial storyboard that pays homage to James Bond.
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ADVERTISING
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17 GETS YOU THERE
A flash mob stunt idea to promote the campaign.
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ADVERTISING
New packaging design to complement the ad campaign.
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17 GETS YOU THERE
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ADVERTISING
An Ovaltine hand-out that features 17 fun facts about Ovaltine.
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17 GETS YOU THERE
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FORGET ME NOT
FORGET ME NOT
NOTE 4 INTEGRATED CAMPAIGN
BRIEF To create an integrated sustenance campaign for the release of the new Samsung Galaxy Note 4. The campaign has to feature the four main features of the Note 4, namely the S-Pen, photo note, WQHD screen and the wide-selfie function. INSIGHT The phone is now man’s new best friend and companion. The phone also acts as a journal that collects moments and memories of our lives. THOUGHT Forget Me Not is about a story of a man who spends his life collecting moments and memories of his loved ones but then loses his memories tragically to a disease. The story begins when his family takes over collecting his memories instead. MESSAGE Be Noteworhy - every chapter of your life is noteworthy, so journal down the cherished moments of your life. STRATEGY The campaign revolves around a series of four episodic web films with a secret epilogue that will be revealed at the end. The episodes, each with its own narrative, lead to the big reveal that is in the final epilogue. The web films will be released via a YouTube gadget, allowing observers to interact with the gadget as they watch.
The Note 4 as a journal that collects life’s precious moments and memories.
Advertising; art direction; typography; masthead design; storyboarding.
To sell a product through human stories, speaking of the product and the brand’s personality.
Collaborated work: Kristy Voon.
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ADVERTISING
PRESENTS
THE BRIEF To create an integrated sustenance campaign for the The campaign has to showcase the phone’s 4 main features: The S-Pen, PhotoNote, Wide Quad HD and the Wide-Selfie.
THE INSIGHT The smartphone has become man’s new best friend, keeping record of all there is in a person’s life.
BE NOTEWORTHY
THE STRAT
The campaig of 4 episodic that is revea are stand-alo they all are p is revealed in
THE IDEA
We approached this thinking by comparing Forget Me N the phone to a journal or diary, replacing the members of need of using one’s head to remember things. the memorie grandfather who he is, hi THE PROPOSITION his life. The Note 4 acts as a journal that records and saves precious moments, thoughts and THE MESSA feelings through the four main features. Be notewort
THE CHALLENGE
To showcase how the Note 4 journals life’s precious moments through human stories.
Every chapte so journal do of your life.
POSTERS
I. THE WISH [THE GRANDDAUGHTERS]
II. THE LOVE LETTERS [THE WIFE]
THE ECOSYSTEM
POSTER 1 114
EPISODE 1
POSTER 2
EPISODE 2
POSTER 3
EPISODE 3
POS
FORGET ME NOT
TEGY
gn revolves around a series c web films with a secret film aled at the end. These 4 films one films at first, but in fact pieces of one narrative, which n the secret epilogue.
Not revolves around the a family that compiles es of an Alzheimer-stricken to remind him again of is life and the people in
AGE
Simply using YouTube’s tracking of videos watched, the YouTube gadget features a forget-me-not flower with the web film. However, the flower is initially incomplete and as each episode is watched, a petal is reattached to the flower. Unless all 4 films are watched, the epilogue will not be unlocked and the flower will not be completed.
ACTIVATION
thy.
er of your life is noteworthy, own the cherished moments
STER 4
DIGITAL INTEGRATION
Once the forget-me-not is complete, users are prompted to click on the flower, which enables them to ‘send’ and share the flower with someone to remind them of each other. For the first 100 shares, a real bouquet of forget-me-nots will be sent to them, and the 4 most liked dedications out of the 100 will receive a complimentary dinner date and a new Samsung Galaxy Note 4.
Case study board for the campaign.
III. THE TREE [THE SON]
EPISODE 4
IV. THE ABSENCE [THE FAMILY]
POSTER 5
EPILOGUE
EPILOGUE: THE GIFT
ACTIVATION 115
ADVERTISING
Print/poster ads promoting each week’s release of an episode. Scan the barcode for the storyboard video of the episode.
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FORGET ME NOT
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ADVERTISING
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FORGET ME NOT
The YouTube gadget features a forget-me-not flower along with the web film. However, the flower is not complete at first and with each episode watched, the flower slowly becomes whole again. This is achieved by tracking the videos you’ve watched on YouTube. Unless all four episodes are watched, the flower will not be whole and the secret epilogue will not be revealed.
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ADVERTISING
When the secret episode is watched and the flower becomes complete, observers are prompted to click on the flower, which then a pop-up appears to send a forget-me-not flower and note to someone.
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The content is to dedicate and remind the person of the cherished moments shared together. For the first 100 dedications, a real bouquet of forget-menots will be depatched out the the other person. The 4 most-liked dedications will receive a dinner date for 2 and a Galaxy Note 4 each.
LEPAKLAH
LEPAKLAH KFC CAMPAIGN FOR KANCILS 2014
BRIEF To create a campaign that draws the younger crowd to dine and hang out at KFC. INSIGHT Malaysian youths like to lepak (loiter, hangout). THOUGHT Make KFC the best lepak spot, ever. MESSAGE Lepaklah - an invitation for youths to lepak at KFC, where it is highly encouraged. STRATEGY A series of web ads will be released in conjunction with live stunts performed at crowded public areas. This is followed up by a revamp in KFC’s store interior.
Making KFC the ideal lepak place where it is not only allowed but highly encouraged.
To speak to the social behaviour of Malaysian youths.
Advertising; art direction; typography; storyboarding.
Collaborated work: Kristy Voon, Jeremy Phun and Kho Giin Yaw.
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ADVERTISING
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LEPAKLAH
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ADVERTISING
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LEPAKLAH
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ADVERTISING
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LEPAKLAH
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PHOTOGRAPHY
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PHOTOGRAPHY
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BODIES WITHOUT SOULS
BODIES WITHOUT SOULS PHOTO NARRATIVE
Bodies Without Souls is a photo narrative that documents the halted and abandoned multi-million construction and development projects around the Klang Valley. The photos, stitched into large panoramic images of the 7 locations are presented as an interactive website where observers can zoom and explore the details of the location, feeling the vastness and emptiness left behind. The goal of the project is to raise awareness of these abandoned sites which essentially drain the country of its resources.
A photo narrative that documents the country’s wasted resources in the form of abandoned and halted projects.
Photography; typography; web design.
Such abandoned projects are not uncommon to the Malaysian public, but they should not be a commonplace sight.
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PHOTOGRAPHY
Scan to go to live website. Best viewed on a desktop computer. http://goo.gl/YrWFMb
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BODIES WITHOUT SOULS
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PHOTOGRAPHY
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BODIES WITHOUT SOULS
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PHOTOGRAPHY
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BODIES WITHOUT SOULS
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PHOTOGRAPHY
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BODIES WITHOUT SOULS
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KOMOREBI
KOMOREBI FLIPBOOK
Komorebi is an experimental flipbook encapsulating scenes of komorebi, whilst incorporating both stillness and movement. Komorebi is a Japanese term used to describe the scene of sunlight filtering through leaves. The book invites observers to act as the ‘wind’ that causes the komorebi, as they can only be witnessed with the action of the observer. The book itself has two meanings, when still the Chinese character 風 (kaze - Japanese; fung - Chinese; wind) can be seen written at the side of the book, but when in motion the scenes of komorebi come to life.
A flipbook incorporating elements of stillness and motion portraying scenes of komorebi.
Photography; typography.
The flipbook introduces the Japanese concept/ phenomenon of komorebi.
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PHOTOGRAPHY
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KOMOREBI
Scan for a live video of the flipbook in motion.
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I L L U S T R AT I O N
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BUKIT JALIL A.D.
BUKIT JALIL A.D. ILLUSTRATED GUIDEBOOK
Bukit Jalil A.D. is an illustrated dual-narrative book featuring the location of Bukit Jalil, home to the renowned National Sports Complex. Following the adventures of a stray plastic bag fluttering in the wind, it pays homage to the roots of the town and it’s neighbouring town Sri Petaling, both infamous in the past for being a dumping site for rubbish. However, the dumping grounds were cleared and were developed into the national stadium complex which hosted the 1998 Commonwealth Games. Told in two narratives, one being factual descriptions of the locations and the other being one-word abstractions that evokes an emotion of the places, the book uncovers the history of the two towns for non-locals.
An illustrated guidebook to a famous town (and another) but with infamous beginnings.
Illustration; typography; book binding.
Not many know about the history of Bukit Jalil. Hence, the book is told from the perspective of a one who grew up in those towns to an outsider.
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ILLUSTRATION
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BUKIT JALIL A.D.
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ILLUSTRATION
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BUKIT JALIL A.D.
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ILLUSTRATION
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BUKIT JALIL A.D.
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STRAPP
STRAPP MASCOT CHARACTER
Strapp, the mascot for the childhood favourite rabbit sweets, is a rabbit with identity issues. Known as rabbit sweets but boasting a sweet creamy taste, Strapp reflects this as he is a rabbit that tries to become a cow by sewing leather patches onto himself.
A mascot character that reflects the brand of the candy.
Illustration; character and mascot design.
Rabbit sweet is a well-known childhood sweet in Malaysia.
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ILLUSTRATION
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STRAPP
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TOP 5 SOMEWHAT MALAYSIAN CHILDHOOD GAMES
TOP 5 SOMEWHAT MALAYSIAN CHILDHOOD GAMES BROCHURE DESIGN
Top 5 Somewhat Malaysian Childhood Games is a self-curated brochure that reminisces the childhood games that are well-played and loved by Malaysians. The brochure is illustrated in the manner of how a child would, and also portraying the games in the perspective of a young Malaysian child, evoking nostalgia and sentiment.
A brochure that counts the top 5 games played by Malaysian children, past and present.
Illustration; brochure design; typography.
With the advancement of technology, these childhood games have begun to depreciate.
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ILLUSTRATION
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TOP 5 SOMEWHAT MALAYSIAN CHILDHOOD GAMES
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ILLUSTRATION
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EAT LIKE A LOCAL
EAT LIKE A LOCAL LUGGAGE STICKERS
Eat Like A Local is a set of luggage stickers designed in conjunction with AirAsia, Malaysia’s biggest budget airlines company. Designed as a memorabilia, the stickers feature what Malaysians think is best about Malaysia: the food. Featuring four unique dishes found across the nation, the stickers act as souvenirs for tourists to bring back, and also encouraging them to taste and see the local Malaysian flavours.
A set of luggage stickers promoting Malaysia popular food items eaten by locals.
Illustration.
When travelling, you’d want to do as the locals do, and to eat as the locals eat.
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EAT LIKE A LOCAL
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