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PORT FOLIO ADVERTISING & GRAPHIC DESIGN


0983080888

anyin425@gmail.com 新北市三重區集賢路 10 號 7 樓


我是黃安盈,來自台北市,畢業於英國里茲大學 碩士學位 廣告與設計系,大學則畢業於高雄師範大學 視覺設計系。我的個性有耐 心與責任感、做事有規劃條理、腳踏實地、可以信賴依靠還有獨立,缺點則是我是一個偏慢熟型的人,這點我也正在學著如何在 面對新的環境與人事物時,能很快地融入與進入狀況。 在大二時,曾擔任系學會主辦的設計體驗營和迎新宿營的小隊輔,職務為照顧小隊員、確保他們的安全、小隊歡呼語發想以及安 排晚會表演,藉由這些活動,讓我學到團隊精神,了解當身處在一個團體中,所有立場必須想到整個團體,以及解決團隊中遇到 的問題。 第一個工作經驗是在大學時曾在茶湯會擔任銷售員,主要工作內容為產品介紹與推薦、提供外送服務、製作飲品和維持店內環境 整潔,這份工作讓我學到如何有效地分配時間(如何兼顧學業和工作);還有面帶微笑迎接客人,以及學到了臨場反應(現場遇 到狀況時如何應對)。第二份工作在大三時,任職於廣泰立建設有限公司擔任實習生,工作內容主要為 LOGO 設計與發想、粉絲 頁面管理、廣告媒體運用、B2B 和 B2C 關係管理,在這半年實習的日子,我學到的不只是設計的實際操作,更重要的是如何與客 戶還有主管溝通和交換想法。 在英國留學時,有參與一些分組作業,組員則來自不同的國家與家庭背景,在討論過程中難免遇到意見不合以及理解上的問題, 我學到了包容與溝通而不是使用強硬的態度去回應,一個團隊的氣氛對於整個團隊來說是很重要的。其中一個分組作業我們抽 到 Government 的題目,於是我們聯想到 BBC,之後的廣案文案發想我們則採用英國女王和其他皇室成員當作主配角,這個 project 讓我們大大的獲得老師與同學的讚賞,因為我們採用鮮豔的顏色作為廣告海報背景,再加上我們使用詼諧有趣卻不失尊重 的來畫英國皇室成員,他們覺得這樣的表現方法很新穎。而我在這個 project 裡面擔任上色、排版的角色,也發現自己是一個身 在團體中,是一個好溝通、較隨和(以團體為導向)、不會與團隊有衝突的人。 經過這些活動與工作經驗,還有在英國留學一年的磨練與學習之後,我除了外語能力變好之外,還有學會圓融的待人處事、細心、 應變能力和情緒管理,相信我可以將這些特質運用在這份工作上,為此職位盡一份心力。


個人資料 出生年月日

1996.04.25

國籍

台灣

語言

英文 / 中文

教育背景 2018-19

廣告與設計 碩士學位 里茲大學

2014-18

視覺設計系 學士學位 國立高雄師範大學


工作經歷 公司名稱

廣泰立建設有限公司

任職期間

2016/07 - 2017/01

工作職位

實習生

LOGO 設計與發想 加強品牌識別和名稱識別。

軟體應用 Illustrator

Photoshop Indesign

Premiere

After Effect

Microsoft Office

粉絲頁面管理 創建 Facebook 粉絲專頁,包括定期撰寫貼文,回覆顧客訊息

個人技能

以及使用社交廣告擴展品牌。

平面設計

廣告媒體運用 臉書的社群媒體廣告運用和線下廣告(如街上廣告看板)。

文案發想 廣告

B2B 和 B2C 關係管理

行銷

維持公司與顧客的關係。

品牌管理 字體設計

公司名稱

茶湯會

任職期間

2015/04 - 2015/10

工作職位

銷售員

為客戶提供服務,包括介紹新產品、推薦商品、製作飲品、提 供外送服務和維護環境整潔。

影片剪輯 包裝設計 2D 動畫


+886 983080888

anyin425@gmail.com

7F., No.10, Jixian Rd., Sanchong Dist., New Taipei City 241, Taiwan (R.O.C.)


Dear Sir/Madam, I’m An-Yin, Huang. I’m from Taipei, Taiwan. I graduated from the University of Leeds, MA Advertising and Design, and National Kaohsiung Normal University where I majored in Visual Design as a bachelor degree. I’m a patient, responsible, organised, pragmatic, and independent person. However, sometimes I’m a slow-to-warm-up person in a new environment. Actually, I'm trying to improve this personality and I hope I can adapt new things quickly. When I was a sophomore, I joined the camp activity and acted as a leader. I was responsible for taking care of all the team members, ensuring their safety and arranging the performance at the party. During the activities, I’ve learned the spirit of being a team and putting myself in other’s shoes, as well as solving the problems. The first work experience was in TP-TEA and I served in a salesperson, who was responsible for introducing and recommending products, providing food delivery, making a beverage and cleaning the area. I’ve gained the time management, smile at customers, and immediate reactions. The second job was worked at Guang Tai Li Construction Company and acted as an intern. I was responsible for the design company’s logo, fan page management, offline and online advertising and B2B/B2C relationship management. In this job, the most important thing I’ve learned is design and how to communicate with customers and directors objectively. When I studied in the UK, I had some group assignments and projects with different teammates from other countries. In the discussion, there were some occasions that people had different opinions and objectives. I’ve learned to be tolerant and tried to communicate with them instead of reacting with a pushy attitude. One of the projects is “BBC Sounds” and we used the queen and loyal family as the characters as advertising to promote purpose. With witty, interesting and respect as tone of voice, we gained a lot of positive feedbacks and high scores. Since this project, I’ve found that I’m a communicative, easy-going person in the group. During these activities, studies and work experience, not only improving my English skills but also has learned how to treat people kindly. Therefore, I’m a person who can serve this job position with great English communicative skill, thoughtful, immediate reaction and passionate. I believe in myself that those personal traits what I have can be used in this job. Furthermore, I’ll devote myself to this job and cooperate with your company for new employee orientation. Sincerely, An-Yin


PERSONAL Date of Birth Nationality Language

1996.04.25 Taipei / Taiwan Mandarin & English

EDUCATION 2018-19

MA Advertising and Design University of Leeds

2014-18

BDes Visual Design National Kaohsiung Normal University


WORK EXPERIENCE Company Duration

Job Title

Guang Tai Li Construction Company 2016 Jul - 2017 Jan Intern

• Logo design To strengthen brand identity and name recognition. • Fan page management Creating a Facebook fan page, including writing posts regularly, replying message and using the social ad to extend the brand. • Advertising Launching advertising on social network and offline advertising. • B2B and B2C relationship management Maintaining the relationships by social communications and connections. Company Duration

Job Title

TP-TEA 2015 Apr - Oct Salesperson

• Salesperson Offering services for customers including introducing the latest products, suggesting recommendations, providing food service and delivery.

SOFTWARE Illustrator Photoshop Indesign Premiere After Effect Microsoft Office

SKILLS Graphic Design Copywriter Advertising Marketing Branding Typography Video Editing Packaging Design Motion Graphic


CONTENTS


01 19

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PROJECT 01 The BBC is a well known British public broadcaster which has accompanied British since1930. However, the services that BBC provides are unfit with the emerging trend in the UK media market. Hence, the BBC has lost a lot of young audiences. To re-engage more young audiences, the BBC launches a new music-streaming service, BBC Sounds. This project aims to help BBC Sounds rebrand a new identity, evoke international young audiences’ interests and desires, and increase public awareness through creative solutions. Moreover, one of the creative ideas was chosen to evoke young audiences’ interests and desires for BBC Sounds, as well as using "witty" as tone of voice. The goal is researching and then combining the rational model, social judgement, and emotional appeal to remind people that the BBC is the only application of the collection of music.

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BBC SOUNDS 英國廣播公司(BBC)自 1930 年以來一直陪伴著英國人, 甚至是陪伴著他們長大。但是,該公司提供的服務與英 國媒體市場的新興趨勢不符。因此,BBC 失去了很多年 輕觀眾。為了重新吸引更多的年輕觀眾,BBC 推出了一 項新的音樂流媒體服務 BBC Sounds。 此企劃旨在幫助 BBC Sounds 重塑新形象,喚起國 際年輕聽眾對於 BBC 的兒時回憶和對音樂的興趣, 並發想一系列的廣告文案來解決 BBC 所遇到的 問題及提高公眾意識。 此 外, 我 們 從 中 選 擇 了 其 中 一 個 主 題 "Generation NO Gap",並使用詼諧有趣的 方式呈現。同時,此企劃還研究現代音樂市場 的趨勢並結合英國人的生活,以提醒人們 BBC Sounds 收藏了他們從小到大的音樂,為音樂之母。

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RESEARCH

OPPORTUNITIES

BBC Sounds is a new audio streaming service which combines the BBC’s live and on-demand radio, music and podcasts together. We found the emerging trend of music stream service is convenient, diversity of music and flexible and reasonable subscription fee.

The global market for music streaming is projected to reach US$9.7 billion by 2022.

BBC Sounds 是一項新的廣播媒體服務,它將 BBC 的現場直播、點播廣播和音樂結合在一起。然而, 我們也發現年輕人對於音樂應用程式的需求是方 便、音樂多樣性以及合理與彈性的訂閱費用。

The digital music share of global revenue increased by 54% in 2017. T h e g ro w t h i n p a i d s u b s c r i p t i o n streaming achieved 45.5% in 2007. Following the trend, the BBC should split BBC Sounds from public service to commercial service, and promote the brand worldwide to increase its global market share. 音樂媒體服務在全球市場預計在 2022 年將達到 97 億美元。 2017 年,音樂在全球收入中增加 54%。 付費訂閱在 2007 年增長了 45.5%。 照此趨勢,BBC 應該將 BBC Sounds 從公共服務 漸漸變為商業服務,並在全球推廣該品牌以增加全 球市場市佔率。

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CHALLENGES • The BBC lacks communicating to young audiences, Hence, the brand lost many young audiences. • The first challenge of BBC Sounds is how to reach and engage young audiences worldwide efficiently. • The second challenge of BBC Sounds is that it isn’t a user-friendly application which can fulfil users’ demands and offer them the best user experiences. • BBC Sounds need to face fierce competition in the Global musicstreaming industry, the third challenge of BBC Sounds is how to stand out among these strong competitors. • BBC 缺乏與年輕受眾的交流,因此,該品牌失去 了許多年輕受眾。 • BBC Sounds 如何有效地吸引全世界的年輕族群。 • BBC Sounds 目前對使用者來說還有一些尚需改 善的缺失,未來它可以滿足使用者的需求並為他們 提供最佳的應用程式。 • BBC Sounds 需要面對全球音樂應用程式的激烈 競爭,及如何在這些強大的競爭對手中脫穎而出。

32.8, 14%

4.4, 2%

83.0, 36%

6.0, 3% 7.1, 3% 7.2, 3%

17.6, 8%

27.9, 12% 43.5, 19% subscribers (millions) and market share

Spotify

Apple Music

Amazon

Tencent Music

Deezer

Google

Pandora

MelOn

Others

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TARGET AUDIENCE 16 to 34 years old who interested in listening to the music and love British culture. 16 至 34 歲,對聽音樂感興趣並 熱愛英國文化的人。

NEEDS & TRENDS On-demand and offline s e r v i c e , u s e r- f r i e n d l y application, diversity of music, music discovery function and sharing service. 線上和離線服務、好用的應用程 式介面、提供多樣的音樂、音樂 發現功能和音樂共享服務。

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TONE OF VOICE

CREATIVE STRATEGY

Respectful, nostalgic and witty. Using those as tone of voice to respect the legacy of music which the BBC has built, it helps people to recall the memories with the BBC and to attract young audiences.

Using the tone of voice to attract new audiences and retain customers. Using bright colours as a poster to appeal to young people. Using the way of emotional elements to remind and recall people that the BBC has rich archives and will always with them.

使用恭敬,懷舊和詼諧的口吻以示尊 重 BBC 長年以來所建立的系統,它 可以幫助人們回想起與 BBC 的回憶。 使用詼諧有趣的方式來吸引年輕的聽 眾。

使用鮮豔的色彩作為海報吸引年輕人和用情 感元素的方式來提醒人們 BBC 擁有豐富的音 樂,並讓人聯想到 BBC 將永遠與他們同在一 起。

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GenerationNo Gap

The idea of “GenerationNo Gap” came from the vocabulary "generational gap" which perceived the gap between different generations regarding beliefs, values, or preferences. It represents that although there might be a generational gap in music preferences between them, they both listen to the BBC Sounds. The “GenerationNo Gap” was selected because it is easier to generate more appealing ideas to engage more young audiences. This idea emphasizes the long legacy of the BBC through conversations between different generations. To catch the audience’s attention, bright colours, comic style of celebrities and witty tone were used.

“ GenerationNo Gap”的概念來自於“代溝”英文的單字,此概念亦表達出不同代的人有不同的信念、 價值觀或音樂偏好。儘管不同年代的人們有不同的音樂喜好,但他們都收聽 BBC Sounds。 我們之所以選擇“ GenerationNo Gap”,是因為它容易產生更具吸引力的想法來吸引更多的年輕人。 這個想法透過不同世代之間的對話來強調 BBC 的悠久傳統。為了吸引觀眾的注意力,使用了鮮豔的 色彩,和英國的名人來展現該詼諧風格的語氣。 9


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BBC Sounds is a new brand. Because of that, it is important to promote to the public. OOH was utilized to inform and make people aware of the BBC Sounds. Then, they start to have a conversation between different generations. To engage more young audiences, OOH will be displayed around campus. Also, animated advertising will be displayed on bus shelters to interact with people and evoke their interests to download the application.

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BBC Sounds 是一個新品牌。因此,向大眾宣傳成為首要之務。 運用戶外廣 告來宣傳,同時也無形之中在人們心中建立 BBC Sounds 這個新品牌。然後, 不同年代的人們開始互相對話,以促進交流。為了吸引更多的年輕族群,戶 外廣告會在校園內展示,而動畫廣告會顯示在公車站上,與人們互動並激起 人們的興趣,進而下載 BBC Sounds。

OOH

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SOCIAL MEDIA

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PROJECT 02 Hakka Culture in Taiwan This project aims to generate a plan for the educated purpose to children by creating a children book and adventure game. The main purpose is to motivate children to learn the culture and can understand the spirit of Hakka’s characteristics and manners. The current problem is less than half people of Hakka can speak the language and understand the culture, and the statistics continue to decline especially in the next generation. Therefore, the Taiwan government starts to make an effort on setting projects in recent years to protect the culture from being lost and try to pass down to the next generations.

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To pass down the culture, the next generation needs to learn. Finding the children educated theory to motivate them is required. 這個企劃旨在針對兒童設計具教育意義的童書和冒險遊戲。主要目 的是激發孩子們學習客家文化並了解客家精神的特徵和規範。 目前客家文化所遇到的問題是,即使身為客家人,卻有不到一半的 人不會說該語言和了解該文化,尤其是下一代的孩子學習客家文化 的機會越來越少。因此,台灣政府近年來開始著手進行許多客家文 化的活動,以保護文化並傳承給下一代。 因此,必須研究如何激發兒童的興趣來學習客家文化,和了解教育 理論並研發出一本具有教育意義的書籍。


• Although the number of self-identity as Hakka, they do not fully understand the culture and traditions. • The council creates a fan page on Facebook, however, it is poor design and bad editing management. It causes a lack of awareness and fails to deliver clear messages to the public. • The council produces animation and children book for learning Hakka culture. But the contents and styles are not matched. • The stereotype of learning traditional culture is old-style and boring among. It causes some children reluctant to learn. The main goal is to make learning Hakka culture is trendy and interesting. • 近幾年,客家人的後代他們並未完全了解其文化和傳統。 • 客家委員會在 Facebook 上創建了一個粉絲頁面,但缺乏設計與經營管理不善,導致難以向大眾建 立品牌意識和傳達訊息。 • 客委會製作動畫和出版過兒童讀物,但是設計風格不一致。 • 有的孩子認為學習客家文化很傳統又枯燥乏味,因此他們不願意學習。因此,這項企劃的主要目的 是讓兒童覺得學習客家文化變得新潮有趣。

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THANKS FOR EVERYTHING

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The selected concept is "thanks for everything". The meaning beyond the concept is to appreciate what we have. Think about ancestors they experienced a period of war and struggle. Therefore, we need to be appreciated and treasured. Hakka is described and impressed as diligent and frugal people. Those traits are also considered as Hakka characteristics. The reason to select this concept is to match to Hakka personalities. 「感謝一切」為此專題的主題,主旨是我們應該要感謝現在所擁有的,因為我們的祖先 他們當時飽受戰亂之苦,連三餐都是個問題,而我們出生在這個世代,應該要了解我們 現在所擁有的這些都是得來不易的。 客家人的特色是刻苦耐勞,所以我會以客家人的特色去描繪,並傳達客家文化。

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Main character: Eric and Emily

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CHILDREN BOOK The Name of The Book Hakka Village

Book Type Young Picture Book

Reader For parents who aged 30 to 44 with 3 to 7 years old children.

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Key Values Beyond the Story • To educate children to express the appreciation of what they have, as well as understand what do they have is not easy to come by. • To promote the spirit of Hakka - diligent and frugal. It is anticipated the next generation can remember the spirits in their minds to face the difficulties in their lives. • The story is not only promoting Hakka culture but also demonstrate, Chinese culture and manners. • 教育兒童我們要感謝現在所擁有的, 所擁有的一切是得來不易的。 • 發揚客家精神:勤儉節約。可以期望 面對未來所遇到的困難。 • 這個故事除了教育兒童客家文化,同 為規範。

以及讓他們理解我們現在 下一代記住客家精神,以 時也教導日常生活中的行

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CHILDREN GAME

Game Format Tablet / Mobile

Game Type Adventure

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Back Story The short animation will be played before starting the game. After watching the animation, the player can understand how to play the game and help Eric to save Emily.Eric and Emily used to be bad-mannered children. One night, Emily was caught by a monster. Eric had to pass all the challenges to save her life. There are eight challenges which are based on Hakka festivals, such as Fishing Festival that he has to go fishing to get a score in the limit time and Yi-Wei War Festival that he fights with the monster. After passing all the challenges, Eric becomes brave. 在遊戲開始之前,會播放一部動畫讓玩家了解如何玩遊戲並幫助 Eric 拯救 Emily. Eric 和 Emily 曾經是大家口中的壞孩子。有一天晚上,Emily 被一個怪 物抓走了,而 Eric 被賦予需挑戰成功所有關卡才能挽救妹妹的生命。 遊戲內容是根據客家節日而設計,例如有一關是釣魚,是根據客家的海客文化 藝術季而設計的,他必須在限定時間內釣魚並得分。遊戲背後主要傳達的意義 是,在克服所有挑戰之後能變得更勇敢。

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BOOK TRAILER

Purpose

A book trailer for promoting the story book.

How to Promote Upload on Youtube and social media such as fan page and chat rooms.

Animation Length 35 seconds.

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BRANDING 01

Guang Tai Li Construction Co., Ltd

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The pattern is composed of three buildings and a halo. The buildings express that the business members work together and houses have been constructed higher and more solidly. You can see ‘GTL’ in the pattern, which is an abbreviation of the company. 該 Logo 由三座建築物和一個光環組成,建築物表示公司成員間共 同努力合作使公司變得更堅固和強大。在 Logo 中可以看見“ GTL” 為公司的英文縮寫。

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BRANDING 02 National Kaohsiung Normal University Department of Optoelectronics & Communication Engineering

The illustration combines a semiconductor, communications antenna and the wireless cloud to make a connection of the image of the major. The meaning of cloud is their dreams. Using light and dark blue colour to show ideal, independence and an attitude of pragmatism. 這個 Logo 結合了半導體,通信天線和無線雲,讓人們透過這個圖 像進而產生和光通系的連結。雲乘載著他們的夢想,淺藍色和深藍 色顯示出他們獨立與務實的求學態度。

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PACKAGING 01 Chocolate Packaging

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1

The concept was from Meiji, the Japanese chocolate brand. This pattern is based on Japanese culture, such as geisha, clogs and kimonos. The packaging was used Venus linen paper because the its texture, It is designed as a triangular prism with conventional style and lively illustrations. Furthermore, there are green tea and strawberry flavours.

這個概念來自明治巧克力,為日本巧 克力的品牌。插畫的靈感來自於日本 文化,例如藝妓,木屐和和服。包裝 紙則採用萊尼紙,因為它有特別的質 地,而巧克力包裝設計成三角柱,並 以綠色和粉色區分口味。

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MOTION GRAPHIC

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Opportunity


The animation shows that if people have the same thoughts or goals, working as a group will be powerful. It helps everyone to realise the tremendous power of a group instead of working alone. People have to work hard, focus and never deviate from the plan. One day, when an opportunity comes along and people are prepared for it, then they will succeed. 這部短片要表達的是比起一個人獨自完成作業,和擁有共同目 標與想法的人一起共事的力量是很大的。人們努力勤奮地工 作,當某一天機會來臨時,而你也做足了準備,便成功了。

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VIDEO EDITING

Something Just Like This The video is described as a woman who is tired of the routine. One day, a young girl took her to a mysterious place and some locations that she had visited when she was young. She felt excited and satisfied on that day. In the end, they played sparklers and then a young girl disappeared. The woman realised that the girl was herself and then she changed her attitude to life. 這部影片要表達的是女主角他每天早上起床梳洗化妝、工作、吃飯等等,她厭倦了 這樣日複一日毫無變化的生活,有一天,她被一個女孩帶去一個神秘的地方,她發 現那個地方是她年輕時去過的,她們玩得很開心。最後她跟女孩一起玩仙女棒,女 孩後來隨著仙女棒的火花一起消失了。 事後她才了解,原來那個女孩是年輕的自己,從此之後,她轉換心情去面對未來的 生活。

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