MINI DOCUMENTARY
EASYCHEF APP DESIGN
The Problem:
Busy individuals such as college students, stay-at-home parents, and full-time workers struggle to find time to cook meals and often lack the knowledge to prepare diverse and flavorful dishes. Often too much time is spent searching the internet for trustworthy recipes and there's a lack of a supportive community to rely on for culinary guidance.
The Design Process:
The Result:
After utilizing the Crazy 8 brainstorming to create wireframes, we conducted two rounds of evaluations. The first was a cognitive walkthrough of the paper prototypes and the second was a heuristic evaluation on the initial mockups for our app. Drawing on feedback from the usability testings, we refined the final mockup version of our product.
During this journey, I played a proactive role in every stage, including conducting interviews and designing prototypes. Primarily, I assumed the role of the designer responsible for the mobile version of the app, as depicted above. This hands-on experience provided invaluable insights into the development of a functional, high-fidelity app prototype.
LIPTON TEA BRAND RE-DESIGN
Overview
For this project, I was tasked to completely rebrand a well-known B2C brand, which included new messaging, copy, goals, and logo.
I chose to focus on the branding strategy and visual identity of the tea company Lipton. I crafted a comprehensive package utilizing modern marketing approaches, incorporating generative AI tools such as Adobe Express.
Applications Used: Adobe Illustrator, Adobe Express, Adobe Premiere, Figma
Objective
The goal was to update the brand for a younger generation of tea drinkers in a competitive market. With energy drinks on the rise, we position our beverages as a safer, healthier source of caffeine, using high-quality, natural ingredients. Our dedication to crafting accessible, delightful tea experiences for everyone remains unwavering. Through innovative flavors and modern packaging, Lipton invites both the young and young-at-heart on a timeless journey of refreshment.
Current Branding
Lipton's current visual identity, while inclusive, classic, and recognizable, could benefit from a modernized logo and package design to appeal to a younger demographic and differentiate itself on store shelves. Moreover, the current Lipton logo lacks distinct brand identity, resembling the Lays chips logo in color scheme, initial letter, and execution. Furthermore, the logo fails to effectively communicate that Lipton is a tea brand.
As for marketing strategies, investing in their digital presence with engaging content and social media campaigns would help them connect with a younger audience.
Marketing Campaign Package
EDITORIAL DESIGNS
The Creators Collective Edition is an art magazine that publishes 350 copies every semester, featuring artwork by UWaterloo students. As an editorial designer, my role involved designing layouts in accordance with the branding guidelines developed by myself and my team, utilizing software such as InDesign and Illustrator.
Adrift
The fall 2023 Edition's theme, "Adrift," invites students to free themselves from rules and guidelines, fostering a journey of self-discovery through their art. It prompts individuals to transcend limitations, embracing the unknown as they unveil their authentic aspirations and inner truths. Below are a few layouts I designed for this Edition. To view the complete Fall 2023 Edition click here.
No Theme
The Spring 2023 Edition's theme "No Theme" emphasized creation without restrictions or limitations. NoTheme represents the creative freedom that comes with art and every individual’s unique vision. There are no rules, limits, or judgments. To view the complete Spring 2023 Edition click here.
GRAPHIC DESIGNS
As the Marketing Lead for my high school's student council, I produced eye-catching multimedia content, such as videos, posters, and digital graphics, to promote school events and activities. I utilized Adobe Photoshop to create these graphics.
PHOTOGRAPHY
ART
Shades of Self: Navigating Colourism in Asia
Digital painting | Procreate | 2022
In my digital painting titled "Shades of Self: Navigating Colourism in Asia," I aim to shed light on the complex issue of colorism within Asian societies.
To provide context, in Asian cultures colourism can be traced back to classism, where lighter skin was associated with privilege and status. This is because individuals with lighter skin were often those who did not have to work in the sun, such as aristocrats and the upper class. As a result, having lighter skin became associated with wealth, privilege, and beauty. Contrastingly, those with darker skin tones were often associated with lower social status and poverty, which led to Asians with darker skin being called dirty, poor, or “monkeys” (Barnes 2021).
The beauty industry in many Asian countries has played a pivotal role in perpetuating colorism through the promotion of skin-lightening products, creating a multi-billion-dollar industry that reinforces societal biases (Mather, 2021).
My artwork depicts a Rubik's Cube as a head with different tones and shades of skin, while the accompanying hands symbolize the societal pressures and expectations prevalent in Asian culture. Through deliberate color choices, I aimed to create a visual juxtaposition that draws attention to both the central subject and the hands. The Rubik's Cube serves as a metaphor for the manipulation and categorization Asians often face based on their skin tones, confining them within societal boxes.
Escape with me
Digital Painting | Procreate | 2022
For my piece entitled "Escape With Me," I drew inspiration from Studio Ghibli's renowned film "Spirited Away." Studio Ghibli's animated masterpieces played a significant role in my upbringing, with films like "Howl’s Moving Castle," and "My Neighbor Totoro" holding a special place in my heart. These movies served as a refuge for me during times when I needed to escape from reality.
Hayao Miyazaki, the visionary behind these films, meticulously crafts each frame by hand, investing countless hours into ensuring every detail contributes to the immersive world he creates. His dedication to bringing his fantasy realms and characters to life imbues the viewing experience with a profound sense of intimacy. The depth and richness of his storytelling extend far beyond the confines of the screen, captivating audiences and drawing them into his intricately crafted worlds. It was Miyazaki's unparalleled talent for immersive and unique world-building that resonated with me when considering the setting for this assignment.
OTHER VIDEOS
