Objective / A re-branding project that aims to identify the essence of a dying or defunct brand and transforming it into a completely new direction while staying true to its soul.
Strategy / Ideal Toy Company is a defunct American toy brand, that got its start from the launch of the iconic Teddy bear. The soul of the brand was to foster empathy in young boys and girls through the language of play. In order to stay relevant in an increasingly diverse and collaborative future my mission for the new Ideal was to create an environment that is inclusive, collaborative, and diverse. Our new logo concept is a pinwheel, which symbolizes diversity, potential, fun, collaboration and childhood innocence.
Project Deliverables / A set of three books. Each book works as a guide and covers specific aspect of re-branding:
Visual Strategy Guide
Visual Development Guide
Visual Standards Guide
Followed by a functional website that covers the future expansion of the new brand.
Cast into Chaos
This hypothetical film festival project to celebrate the films of Japanese film maker Akira Kurosawa. The objective is to coordinate a complex set of materials that must function together as a whole. From retail environments and product lines to brands and books. To marry multiple messages with divergent formats—all with unified and holistic aesthetic. This aesthetic has to contain the essence of the director, his style, his story-telling tone.
Uncle Bubble Re-branding
Uncle Bubble been in the business in the US for 5 years and are a transplant company from Taiwan. Hold Enterprise, the parent company, is a multi-million dollar company that manufactures and develops bubble toys along with it's own trade secret giant bubble solution. Those who specialize in bubbles (for play) are a very niche group with five major players including Pustifix, Imperial, Unique, Funrise and Hold Enterprise. Bringing this business to the US was risky, though inevitably allowed UB to test the market. One of the many responses have been that, though UB products are popular, the identity lacks authenticity as a premium product and lacks the direction of an "American product." The brand objective is to sever the identity of the OEM business and create a US-centric brand focused on quality, unforgettable and innovative play.
The design process started with evaluating the logo, brand colors, fonts, visual directions and overall brand voice. The logo went through different stages from exploring options to simplifying the existing Uncle Bubble logo. The goal was to simplify the brand and make it appealing for the approriate audience (kids & parents). I selected color palette based on my research of in-category and out-of-category competition. Rounded edges, fluid organic texture and space were the consistent element across the visual guide.
The Forgotten Windows
Design a set of three posters for a hypothetical architectural event. The chosen concept for all 3 posters should be expressed in 3-dimentional type.
To meet this need and confront the challenges of ongoing population growth, dwindling natural resources, dehumanizing patterns of development, the loss of unique cultural nuances, and a general lack of interest in beauty. Whereas, if we treasure this forgotten craftsmanship and they, in turn, define us to improve our cultural, psychological and physical well-being. The target audience for these poster series is architecture, interior design student, and aspiring architects. Educate current and future practitioners in the precepts and practices of traditional design so they may make positive contributions to humanity.
I chose to design these posters on a lecture series that explores some classic window designs across geographies and millennia that still awe and inspire in Forgotten Windows.
I chose to use ATF Poster Display for my primary type and Klint for secondary information and body text. I designed the HUED poster first and used it as the base for my color palette for the other two following posters. I wanted to integrate the secondary type with the primary and create contrast with their sizes.
Brief The project was to design the conference materials for a hypothetical or actual design conference.
Collide Design Conference I redesigned the materials for a design conference called "Collide" that's held in Canada but I changed the venue to San Francisco, U.S. This conference is a creative technology conference where students, aspiring professionals collide with best minds in the industry.
My design approach was around shapes and elements colliding at various points to find new shapes and possibilities in digital design.
Deliverable Promotion Poster, program guide, Website, App, name badge, conference signages
Typography / STAPLES CSR REPORT
To redesign an annual CSR for STAPLES (office stationery brand).
At Staples, we believe a large part of who we are as a company is tied to our commitment to being a responsible corporate citizen. This holistic approach to business is rooted in our desire to make a positive impact on our associates, communities and the planet. Learn more about our four pillars of Corporate Responsibility: Environment, Community, Ethics and Diversity & Inclusion.
I redesigned the CSR report for STAPLES keeping in mind the sustainability and responsibility aspect for the organization. I used 100% recycled paper for the production and my design suggested two color printing. I also used STAPLES inhouse brand of colored recycled papers to create contrast and as section breakers. My aim was to communicate the company's CSR core value of reducing carbon footprint and contributing more to the community. I combined a Clarendon Bold and Univers Condensed to create visual contrast.
Visual System / Grey Geeks
In this project, I selected a topic/problem, conducted thorough research to define the brand, created an identity and follow-up materials like brochures, websites, environmental graphics, apps and packaging to finally summarize and document it in a process book.
Problem 47 % of seniors do not actively engage with the Internet. We live in a world where modern technology is becoming more and more important every day, but here’s the thing—not everyone seems to agree with this fact.
Objective New things can be confusing and even intimidating to seniors. My idea is to make their experience simpler and approachable. It is also a great opportunity of helping senior who become victims of depression due to loneliness.
Outcome Grey Geeks see technology as a means to accomplish powerful outcomes, not as an end in itself. We teach seniors how to use mainstream devices and applications that are popular among all age groups in order to promote integration and relevance.
Grey Geeksuses technology to spread awareness, connect age groups, organize events, simplify technology and have fun!
Grey Geeks works with organizations to develop programs, tools to empower older adult ease into technology.
Typography / Book Cover Series
A series of three typographic book covers that represents a re-issue from a publisher. Includes front cover, back, and spine. Dimensions: W 4.75" x H 7.50" with 1" Spine Color Specifications: 4 color.
I chose to design three fiction works by my favorite author Haruki Murakami that have a similar recurrent theme of alienation and loneliness. Narrated under the backdrop of Japanese social and political conditions, all the three stories share surreal and melancholy weaved into narratives.
Typography / Immigration Event
This project was a typography assignment for Graphic Design MFA. The requirement for this project was to design a typography-focused poster for an event on a social cause. My topic was Immigration in the U.S. I decided to design a poster promoting a hypothetical event for the immigrants in the U.S.
Typography / Type Specimen Booklet
A type specimen book designed to showcase and promote the Archer typeface created by Monotype.
Dimensions: 8.5"x 5.5"
Archer is a geometric slab serif typeface designed in 2001 by Tobias Frere-Jones and Jonathan Hoefler for use in Martha Stewart Living magazine. It is a solid and versatile typeface but is often misunderstood. The objective of this booklet was to promote Archer as a charming typeface that's also surprisingly bold. This booklet presents the typeface as a bold and rebellious personality that is original and stands out in the crowd. Highlighting its history, structural characteristics, weights and usage, the booklet attempts to help designers use the typeface better and to their best advantage.
Visual System / William Painting Solutions
For this project, first, we were asked to find a sign and recreate it. Then, keeping the same intentions and applying a systems-thinking approach to the project, conceive another genre, media, and style that this piece might become. Identify the intentions, develop new content, create a system and draft new deliverables.
An entire visual system from a hand-written sign for William painting solutions, leveraging the visual vernacular of a neighborhood painting services.