ABOUT MY EXPERTISE
Over the past three years studying Graphic Communication Design, I have created diverse digital assets, exploring various communication and user experience design pathways. My work spans immersive experiences and user-centred designs across the Experience & Environment and Strategy & Identity platforms. #Communication #Marketing #Branding #DynamicIdentity #AI #SpeculativeDesign #Curation #UserExperience #UserInterface
Identity MUSA
Non-Corporate Branding SIP & PLUCK
Capsule TIME CUBE
Speculative Design SPATIAL STATION GRAPHIC COMMUNICATION DESIGN (
Underwater Museum of Arts, MUSA ?
MUSA is a non-profit organisation that wants “to inspire and provoke social awareness towards the conservation of natural environments and ecosystems.”
PROJECT STATEMENT
A key challenge of this ‘Dynamic Identity’ project was producing the logo including brand touchpoints based on the concept of re-branding fit for a 21st-century cultural venue.
The Cancun Underwater Museum in Mexico was chosen, captivated by its unique identity keyword: UNDERWATER. As the brief highlighted balancing consistency and flexibility, we focused on developing the logo representing the Museum’s identity which can be applied to variable mediums by showcasing a coherent design style guide.
APPROACH:
The brand system focuses on incorporating elements that represent underwater experiences at MUSA. Through the tone of the design, I aimed to highlight the unique sculpture art in Cancun underwater.
KEYWORDS:
Dream-like, Historical Venue + Underwater Sculpture
TARGET AUDIENCE:
Millennials, aged 20 to 40 who have an interest in art and underwater conservation and who will likely enjoy scuba diving
IDENTITY GUIDANCE
PROJECT SCOPE: MUSEUM IDENTITY
CLIENT: CANCUN UNDERWATER MUSEUM
ORIGINAL LOGO
Museo Subacuatico de Arte
Cancun Underwater Museum MUSA
UNDERWATER MUSEUM OF ART
The aim was to craft an immersive video that captures the serenity of the underwater experience. I envisioned the gradual submergence of the MUSA logo, seamlessly merging it into the underwater environment.
LOGO TYPEFACE
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ORUGUITAS
SECONDARY TYPEFACE
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a *Logo was modified from Oruguitas
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PLAYFAIR DISPLAY REGULAR
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https://youtu.be/5Bfr-ilAsJI
https://youtu.be/xgo3SBhaG4A
Denmark Hill Community Garden ?
Denmark Hill Garden is a little community garden in South East London that grew out of the pandemic to keep those who grew healthy and sane.
PROJECT STATEMENT
Creating a vibrant visual identity for a small communal garden in Denmark Hill, South East London, was the ultimate mission. Strategy for branding is to attract individuals beyond the usual gardening enthusiasts by breaking down stereotypes and appealing to a broader audience. Centered around the theme FUNKY, the brand is specifically designed to resonate with diverse residents across South London, aiming to engage and captivate a wider spectrum of people with our unique approach to gardening.
https://youtube.com/shorts/ZWqpsg8IyZY?feature=share
FUNKY:
It means something unique, vibrant, and full of character, breaking away from traditional styles. It includes bold colors, irregular shapes, and quirky design elements. Originating from funk music, it embodies rhythmic and energetic qualities, aiming for confident expression. It is represented in fashion, interior design, and art, showcasing a lively and distinctive style.
Since the scale of the garden is relatively small compared to other community gardens, I realised that it would not need a lot of advertisements for large groups of people, so we thought huge-scale promotions like billboards would be useless. If the scale of this garden and community are to expand significantly or if it will be converted for commercial purposes, it would be necessary to add the required items accordingly.
“Pushing boundaries and targeting people outside the gardening community. Creating a new movement to invite people who have no interest in gardening, breaking the stereotypes and introducing a new passion to a larger audience. The aim is to appeal to the wider areas of London, to commute and contribute alongside the local community: through series of pop-up events and business opportunities.”
BRAND IDENTITY
DESIGN GUIDELINE
SCREENPRINTED T-SHIRT
Reaching out through social media marketing, I created a promotional video highlighting their value, “No Barriers to Growing,” and our new suggested slogan, “Sip/Pick and Pluck.”
NON-CORPORATE BRANDING_ SIP AND PLUCK
CANON DSLR PHOTOSHOOT
POSTER SERIES
PAPER WRISTBANDS & STICKER DESIGN
Time Cube ?
The project title, TIME CUBE represents the mathematical concept of time cubed within a large-scale cuboid-shaped time capsule.
PROJECT STATEMENT
The Time Cube project is envisioned as a monumental time capsule to be opened in 2124, strategically located in the desert terrain of Qatar, considered one of the safest and most prosperous nations, to ensure the secure storage of information for the next 100 years.
Stemming from the concept that future generations may heavily rely on artificial intelligence for even basic communication due to its advanced development, the project aims to consider the setting of future audiences and cultures. As individuals living in 2024, representing the present-day Gen Z sensibilities, the aim is to capture and preserve current human communication methods within the Time Cube reflecting on whether future generations will engage in face-to-face communication as actively as we do now, or if their interactions will be fundamentally different. Thus, the core theme of this project revolves around questioning how future humanity will evolve in terms of interpersonal interaction and communication methods, emphasising the importance of documenting the remaining interactions and communication styles among present-day humans.
STEP_1 TIME CUBE PLAN
A Emotion Music Box
B Chat History Scroll
C Communication Media (Publication)
D Hugging Statue
E Body Language Cards
F Facial Expression Film
STEP_2 INFORGRAPHIC STEP_3 TIME CUBE 3D MODELLING DRAFT
To promote the Time Cube to present and future audiences within a short timeframe, I created a video showcasing what the Time Cube is. Initially, I attempted to combine footage of all three outcomes into one video. However, I found that it diluted the intended message. Therefore, I decided to divide the video production, each with its own pacing in storytelling.
One issue that wasn’t precisely addressed was how future Aida (virtual human) could discover the Time Cube, placed in the secure yet rugged environment of the desert. In the Time Cube video, there’s a scene where fireworks burst out, intentionally staged as a crucial signal to help discover the Time Cube. Additionally, the glitch effect at the end, revealing the title “Time Cube” and its coordinates, was part of the storytelling strategy.
Collaboration with TFL ?
Transport for London (TFL) ordered us to design a future scenario of Canary Wharf station. This station will serve as the pioneering location for implementing this spatial system.
PROJECT STATEMENT
In envisioning the future of Canary Wharf, a prominent business hub in East London, I have crafted a timeline that introduces our innovative spatial system. Tasked with creating interactive blueprints for the future Canary Wharf station under the MORE THAN HUMAN concept, and collaborated with Transport for London (TFL) to explore the evolution of the Canary Wharf DLR line over the next 10 to 30 years, incorporating AI technology across industries.
The project brief challenged us to envision the future of Canary Wharf station through interactive blueprints, inspired by the MORE THAN HUMAN concept. As a visual communicator, I was intrigued by the growing significance of these ideas amidst the rapid advancement of AI technologies and industries. Collaborating with Transport for London, the project made me to delve into the evolution of the Canary Wharf DLR line over the next 10 to 30 years, exploring the integration of AI across different sectors.
INTERACTIVE BLUEPRINT POSTER DRAFT
Based on my pain points research findings, I have been contemplating the construction of a new bridge connecting Canary Wharf DLR and West India Quay. Drawing insights from research conducted on San Francisco’s Salesforce Park and Tokyo’s Miyasita Park, I conceived the idea of developing an upper layer for the station platform.
Bluetooth Beacons are small, wireless devices that use Bluetooth Low Energy (BLE) technology to transmit signals to nearby devices. They are often used in retail to send promotional messages to smartphones, in museums for providing information about exhibits, and in offices for navigation and asset tracking.
SPECULATIVE CONE CHART
Focusing on plausible future scenario, 10-30 year timeframe
The spatial station is the introduction of a spatial system with ambient sound and visuals. Canary Wharf would be the first station to implement this system to guide users throughout the station.
This spatial guide aims to illustrate the speculative station development stages through a timeline, visualising information to highlight three distinct time periods.
STEP_1
STEP_2
: Spatial Audio
: Neural Chips
STEP_3
: Spatial Lighting A SPATIAL GUIDE: INFOGRAPHIC
https://vimeo.com/923185481 by Jackson Moron (Teammate)
ejaekim.b@gmail.com
@lbexiaejae.k