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01/ Kelvin \k(e)-lvin, kel-vin\ is use as a boy’s name. It is pronounced KEL-vin. It is of English origin, and the meaning of Kelvin is “friend of ships”. It is also possibly a place name referring to that of a river.

Kelvin is use in measurement of temperature. It is one of the seven base units in the International System of Units (SI) and is assigned the unit symbol K. The Kelvin scale is an absolute, thermodynamic temperature scale using as its null point absolute zero, the temperature at which all thermal motion ceases in the classical description of thermodynamics.

N_ Kelvin Chow M_ +65 9116 9845   E_ Chowyongchern@gmail W_ www.kelvinchow.info

Born on the 15th November 1986 in Singapore • Scorpio • Type A Personailty • NAFA

CASE STUDIES 2011


Introduction –

Hi, I’m Kelvin and thank you for reading this publication of mine. Just alittle introduction about myself. I’m 25 this year, Inexperience is the one word i would describe myself when asked about by fellow designers. I value an artworks funtionality as much as its aesthetics. I am inspired by swiss graphic design and at the same time i’m also a fan of of the font type Frutiger. This publication is an effort to appeal to potential clientel and employers. It contains case studies of self initiated and school based projects and client base assignments from 2007 - 2011.

“The perfect state of creative bliss is having power (you are 50) and knowing nothing (you are 9). This assures an interesting and successful outcome.” ~ Tibor Kalman


Content – Area of Interest

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Lana Cake Shop

The Book Cafe

Terra Firma

A self initiated project to provide an identity for the ageold cake shop, in an effort to appeal to new patrons.

A self initiated project to provide an identity for The Book Cafe, in an effort to pair it well with its peaceful ambience and also its fine coffee and food.

An assignment to provide an identity to a property management company which specialise in buying selling and managing property.

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Publications

Classic

Wayfinder Design

Various chool assignment on magazine publication design.

A school assignment to design a poster base on a horror film festival theme.

A school assignment to design a wayfinder system for the Singapore Zoo.

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Serena del Mar

Le Coq du Sportif

All Access Dental

An assignment to provide an identity to this high technogical wonderland.

A school assignment to revamp the french base sports icon and give it a brand new look and feel.

An asssignment to design a identity for a dental group with comprises of 13 dental clincis combine altogether.

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Corbis

Illustrations

A school assignment to work on the advertorial poster for Corbis stock photography.

A collection of illustration works.

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A little chocolate is like a love affair - an occasional sweet release that lightens the spirit. A lot of chocolate is like marriage - it seems so good at first but before you know it you’ve got chunky hips and a waddle-walk. Linda Solegato


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Lana Cake Shop – The Logo

– Project Pitch

This is the 1st self initiated project, I came up with. my intention is to pitch for an account so i could design a new identity of LANA CAK SHOP. There are many challenges which I faced, while working on this project. Thank god, i manage to pull it off. LANA CAKE SHOP have a rich history of producing quality cakes. Since its been around for a long time, Nothing about it have change.My intention is to give it a fresh new look to extend its longievity.

Large majority of its customers are of the age of 30 and above. I am inspired to create an identity to cater to the middleclass families which makes up the majority of LANA CAKE SHOP’s customers. i aim at creating a simple and minimalist logo which would allow the business and image to enjoy longievity.

To the right is my design for the new identity. My inspiration for this design came from its location and also its target audiences. 36 Greenwood Avenue, this location itself is filled with middleclass families. LANA CAKE SHOP’s customers are made up of residents living nearby and also many of its loyal customers .

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Lana Cake Shop – The Business Card

– Project Pitch

The business card design for LANA CAKE SHOP is rather straight forward. Two design, one for landscape and one for portrait. Again the emphasis is to keep it the design simple. The business care is design to be a one sided and only utilises one colour. I cater the design for low budget production cost.

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You know you’ve read a good book when you turn the last page and feel a little as if you have lost a friend. Paul Sweeney

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The Book Cafe – The Logo

– Project Pitch

Located at 20 Martin road, away from the bustling city, The Book Cafe is a great place to have first dates, family gatherings, business meals and also chillout sessions. THE BOOK CAFE is cafe filled with elements of a homely and comfortable environment. Its furnished with an indoor dining area that resembles a large living room with big inviting sofas, soft lights and also book shelves which complements its intimate interior. There is also an al-fresco dining area which also serves as a smoking area.

the design, so as to portray the cafe as a non serious socialising joint. Also at the same time it not only allow people to identity THE BOOK CAFE as a place with great books but also a place which serves good food. The cafe has its name shorten to just BOOK to make it easier to remember. The typeface used to form the skeleton of the logotype is ITC Avant Garde, after which I tweak it to its current design. lastly, the usage just one colour provides clarity for the logo thus making every detail easy to identify.

The Logo on the left is the proposed logo for THE BOOK CAFE. The idea behind this logo, derieved from the cafe name and the great selection of comfort food served at the cafe. The approach of the logo was explored around the concept of infusing food into the logotype. I added alittle playful elements into

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The Book Cafe – The Business Card

– Project Pitch

The design of the business card is meant to be simple and fun. As the logo itself has playful elements in it. I would applied the same elements on the rest of the business card too. On the back of each business card, i embedded different letters from the logotype. The letters are handrawn illustrations of either food, utensils or a combination of both.

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The Book Cafe – The Menu

– Project Pitch

Other than proposing a new logo design for THE BOOK CAFE, I also took the initiative to design a new food menu. During my last visit to the cafe, i discover that the cafe’s menu has been used for a long period of time. Unfortunately the design of the menu was not able to keep up with current trends. It look dated and old. So i came up with a simple design for the menu so as to replace the old menu. A simple layout provides class and longievity to the menu without the hassel of changing its design time and time again.

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The Book Cafe – The Collaterals

– Project Pitch

I also took the initiative to embed the logo onto several other collaterals to show the effectiveness of the logo on different mediums. Example of the diferent mediums are the takeout coffee cup, takeout bag and cafe crew t-shirt. Like the design of the menu, i intend to keep the design of these collaterals simple to ensure the flow of consistency throughout.

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beta testing  

beta testing

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