Branding
Logos + Systems
I usually approach brand design by answering three questions:
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How do we want to be perceived?
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What makes us different?
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Who is this for?
My ideal brand system is innovative enough so to make the product/service stand out in the market, while not so different that it alienates the target audience.
Coffee Time
Brand Redesign
In this college project, we chose an existing well-known brand and transformed it to resolve a public-perception issue it currently faces. My redesign of Coffee Time was inspired by Toronto's indie café scene. With this logo and hand-drawn floral pattern, Coffee Time suddenly seems much more comfortable and friendly!
Krimmi | Integrated Marketing Campaign
The Integrated Marketing Campaign (IMC) was a semester-long project that simultaneously spanned across all of our courses. Our challenge was to conceptualize and design a CBD product, and develop all marketing materials necessary for its launch.
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My group and I presented 'Krimmi' - a CBD-infused mochi ice cream line. Its clear influences from Chinese culture come through in the traditional cloud patterns and origami-styled packaging.
TaiPei | Signage Design
The redesign of an existing city's tourism brand was focused on experiential design - the design of practical signage and their assets. We were tasked with developing a brand for the city in accordance to market perception, and then designing a mobile tourism app and signage to go with that set.
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I decided to have a little fun with the app, and explored unconventional header shapes. While certainly 'groovy', I concede it's not the most practical of designs I've submitted. But it did open my mind to new possibilities!
The final logo is bright, modern, and clean. It combines iconography unique to TaiPei (the TaiPei 101 skyscraper) and includes traditional art motifs. I made sure to include these ideas in the logo because tourists perceive TaiPei as a youthful shopping and nature getaway.
Part of the criteria was to demonstrate an understanding of scale, typography, accessibility, and materials used.
Exploration of logo concepts, with a focus on visualizing TaiPei as a modern, nature-filled getaway.
Exploration of logo concepts, with a focus on visualizing TaiPei as a modern, nature-filled getaway.
Exploration of logo concepts, with a focus on visualizing TaiPei as a modern, nature-filled getaway.
Exploration of logo concepts, with a focus on visualizing TaiPei as a modern, nature-filled getaway.
A deep-dive into what tourists find appealing/iconic about TaiPei.
Sometimes I draw out key ideas as a way to innovate new icons or concepts.