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EVERYTHING
ATMOSPHERES
IDENTITIES
PROMOTIONALS
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IDENTITIES
PROMOTIONALS
EVERYTHING
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EVERYTHING
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EVERYTHING
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THE JOURNEYMAN CAMPAIGN Summer 2008 - Current The Journeyman Campaign is a series of images over the course of three years that served as an inspiration platform for idea generation. It was the core identity for me, and allowed me to curate and compile a series of images of interesting people I have met on travels around the world. These were later curated into two books, Volume One and Volume Two.
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THE ENCHANTED GARDEN Summer 2010 For a party celebrating the number 16, Lee Changzhi transformed an empty field into an event space on the theme of magical plants and quirky watering cans that poured paper water onto the table. Over 40 guests mingled around a tented area that served as the dinner table fit for the Mat Hatter. Centerpieces included paper sculptures consisting of bottles of flowers and white butterflies. After dinner, guests proceeded to moonbathe on the open air lounge.
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NO GREAT THING IS CREATED SUDDENLY Fall 2009 Nanyang Tech University is an educational institution that has prided itself on mathamatics, science and engineering. So when a new design program was introduced in 2009, the University wanted to launch it in a big, iconic way. One of the fringe events planned was an informal open house party to welcome non-design sudents to explore the new school and see how design education was ‘different’. What did that mean? Perhaps taking some really boring classrooms and turning them into unique and creative spaces!
Lasting Impressions One.pdf
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BLACK AND WHITE PARTY Fall 2009 Hundreds of balloons fill the sky and float over guests at a black and white party. Guests dine on different food types that are white. As evening falls, the party turns into a slow jazz club.
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FALLING FLOWERS Summer 2009 Thousands of paper flowers are suspended over dinner guests in an old chapel. The surreal feeling of time coming to a stand-still adds to the atmopshere of a dinner for 200 guests. As an ode to recycled materials, the flowers were created out of recycled paper.
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MRS. EAVES BOOK Summer 2010 The Challenge: Design a type specimen book that showcases Mrs. Eaves, designed by Zuzana Licko, and bring out the personality of this font family. The Solution: Stories are the building blocks for memorable experiences. People relate best to an object, product or event when a story is told in such a way that it creates empathy. The Mrs.Eaves type specimen book is more than just a book about this legendary typeface designed by Zuzana Licko. It tells the story about a woman named Mrs. Eaves, the town she lived in, and secrets about her everyday life. As you open the book, a scenographic set of a townscape pops out and a story isuncovered about her unusal relationship with John Baskerville (a typeface in his own right). This in turn brings the typeface to life, and gives it personality.
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A COLLECTIVE VOW Spring 2010 The Concert Cousins Foundation in 2010 engaged us to create an experience that will raise the amount of pledges made in previous years. They wanted an event that would not only look pretty but conceptually interesting and get guest to paticipate to contribute to the evening. We decided to brand the event ‘A Collective Vow’ - to celebrate the possibilities that come when people work as a collective, and vow towards a common goal.
Lasting Impressions Two.pdf
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A POP-UP GARDEN Summer 2010 "I am a young seed. And I need your help to grow. Won't you give me a chance to grow under your care, so that I can one day be as strong as a tree...." The sense of touch is an important part of experiencing the world. It might be through feeling the materials, or perhaps even through just looking at the fragility of an object, the three dimensionality of it, or the spaces in between paper and paper.
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DEATH BY CHRONICLE Summer 2009 An advertising campaign that brings awarness to depression and suicide on campus at Nanyang Technological University. Using the 'on campus' newsletter "Nanyang Chronicle" as central concept, the campaign is created to bring forth a darker side of news that goes unreported in schools. Taking the paper as the state of one's mental health, it begins to drastically distort and detoriate till death takes hold. When will our papers finanally report and bring awareness to the troubles lonely students face?
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SUMMER FRAGRANCES Summer 2009 Fragrance visual branding and packaging.
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THE BEST GIFTS IN LIFE Summer 2010 This slogan forms the core values of my work as I cross the milestone into a new journey upon graduation from college. This motto is also something that drives my passion in everyday life.It’s always about people. Really, it is. To me, the best things in life are shared experiences we have with one another. As an experiential brand consultant, I created a business card that exuberates these core values. It will be used to introduce myself to new people I meet along life’s way. With the help of a little hot stamping, slogans and texts imprinted onto a simple black card are given new meaning and context. Depending on the lighting, colors might even come to life, reflected in the foiled text. Every experience with this card is different, just like how every person I meet, is different.
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FROM SEA TO SHINING SEA Fall 2011 For a portfolio presentation to world renowned design firm Hornall Anderson of Seattle, I wanted to create a visual story that brought out the essence of the company's brand, its creative depth and character. As a dynamic studio that works on multiple environmental branding projects around the world, it was apt to create a three-diminsional presentation surface that would show various exhibition design projects they have been a part of, from the Seattle Space Needle, to the Empire State Building and the Sydney Opera House.
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ICE AGE Summer 2009 A brochure that communicates the effects of Global Warming on the habitats of polar bears. Readers get to interact with not just graphics, but play with the folding of paper. The sculptural form appears as the user pulls open the brochure and it creates a different dimention to the story. Put a few brochures side by side and you get to build your own Artic Ocean.
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ASEAN ARCHITECT Spring 2010 Identity design for the Association of Southeast Asian Nations Architect Council. The inspiration for the emblem comes from the merging of Paddy Fields as seen from above, conceptualized as square grids, representing the digital age of architecture and design. The humble square is repeated in patterns to form the map of Southeast Asia, symbolising how architecture forms the cornerstone of the ASEAN network of nations.
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LONG'S HORSERADISH Summer 2009 Identity design for Long's Horseradish. The brief was to re-brand a traditional company into an interesting lifestyle concept. Using a vibrant color pa;ate that looks at soharp angles as a way to bring across the themes of energy and youth, the final emblem and identiy is a result of the traditional horseradish based in the core values that "Originality comes in the space between two ideas."
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CLUB TWENTY-ONE Summer 2010 Events and spectacles have the opportunity to jolt us out of our mundane everyday life. For an accounting firm, life centers around cubicals, long hours, and endless computer work. The management at this particular company saw the opportunity to break this cycle. By turning their annual summer BBQ for staff and family, into a whimsical, fun experience where everyone can leave feeling closer, they could boost the moral and raise productivity. This was where we came in to make sure everyone left with more than just a full stomach at the end of the night.
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TRASH? Summer 2010 In the cut-throat industry of advertising and design, if a potential employer or client does not like my work/ creative ideas, it is trash to them. In this self-promotional campaign sent to future employers upon graduation from university, I designed a package to house a CD, business cards and Portfolio Book in a box that resembles a trash bin. When the viewer pulls open the cover and pours out the 'rubbish', he is invited to inspect the contents for himself. Vinyl type on the container says Trash? You... be the judge. The grungy appearance of the unique paint splattered packaging reveals work done by me over four years of creativity. Should they like the work, they are welcome to keep the contents, call me up for an interview, and use the bin for the office. If not, i suppose... my portfolio belongs in there.
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TIS THE SEASON! 2009, 2010, 2011 Christmas styling is one of the most fun times of the year when we can let loose on our creativity and not need to strategize on anything. It is all about creating an atmosphere and an ephemeral environment that will help people have a good time, and as importantly mark the spirit of the season. It is truly the most wonderful time of the year. Have a look back at three years of fun decorating, from 'A Season of Thanksgiving' in 2011 that featured animals, story books and more, to 'Welcome Home' in 2010 when the entire lanscape was transformed into a winter wonderland, and miniature houses adorned the tree, to 'Santa's Sweetshop' in 2009 filled with red glassy baubles, lolipops and real candy. Enjoy!
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SANTA RIDES HIS SELIGH Holiday 2010 Every year I design a card to be sent to friends and family around the world. This year, it's my first attempt at cutting paper left out of left over scraps from my previous projects. The card comes in a red textured sleeve. A red ribbon beckons the reader to pull the card out. A hill-like landscape is cut into the sides as Santa pulls through the snow. I'll leave the reindeer to your imagination though. Merry Christmas!
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9529 MILES Summer 2010 The 9529 campaign is a simple concept that looks at two points on the map. Where I am now and Where I want to be. It is in the vast distance of 9529 Miles that the journey from one world to another begins. It represents the journey from school to work, child to adult. 9529 Miles is the distance from Singapore to NYC, the city I am campaigning for in this instance. It could be any other city. The goal is the same. It is focused. It is a single line that swoops from the Equatorial Far East to the North American East Coast. It is square, and onenvelopes, implimented as a stamp like symbol,representing the journey to be made.
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SMUCKERS CAMPAIGN Spring 2010
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NICE THINGS COME OUT OF BROWN BOXES Christmas 2011 Collection Nice things often come out of brown boxes. In a unique twist to all the Amazon packaging I recieved in 2011, I decided to use those boxes in a unique way, by celebrating the art of hand made ornaments!
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Renderings
C R E A T I O N S
C A S E S T U D I E S
A B O U T
B L O G
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index
welcome
holiday
biography
journeyman
ny apartment
casestudies
finland
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EMPTY4
Playlist
installationpictures
EMPTY 3
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acollectivevow
