Pui Hei Louisa Portfolio_Storytelling

STORYTELLING

> Pui Hei Louisa Sze School of Graphic Design Academy of Art University selected works > 01 - 07

STORYTELLING

selected works > by Pui Hei Louisa Sze School of Graphic Design Academy of Art University 2018-2020; 2023-2025

COPYRIGHT © 2025 PUI HEI LOUISA SZE All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means—electronic, photocopying, recording or otherwise without permission from copyright holder.

> For all who have been part of my design journey.

Without their encouragement and support, I wouldn’t have been able to use design to connect the inspiration in my life and shape my growth as a designer.

Storytelling

> Compelling narratives leave a lasting impression on an audience; a designer is a storyteller who translates those stories into visuals.

Compelling narratives leave a lasting impression on the audience, and a designer is a storyteller who brings those stories to life through visuals.

:mixes >A

[01 /07 ]

Wonder

08-29

[02 /07 ]

Vibrancy

30-45

[03 /07 ]

Impact

46-63

[04 /07 ]

Inspiration

64-83

>B

[05 /07 ]

Global

84-111

[06 /07 ]

Escape

112-113

[07 /07 ]

Thoughtful

134-181

[00 /00 ]

Special Thanks

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Wonder PROJECT NAME

Ocean Park CATEGORY

Visual Identity CLASS NAME

Branding Principles INSTRUCTOR NAME

PROJECT

Ocean Park is a marine mammal park, animal theme park, and amusement park, and it is the second-largest theme park in Hong Kong. It opened in January 1977 and has been operating for over 40 years. After researching its vision and mission, I concluded that Ocean Park’s logo and visual system seemed outdated and did not reflect the sustainability of its vision.

Jessica Peltz SEMESTER

Spring 2019

WO N D E R / B R A NDIN G

SOLUTION

Through research, I found that Ocean Park aims to create fun and meaningful experiences by combining nature, thrill rides, and education—making it an ideal day trip for families. Inspired by themes of nature, joy, and the ocean, I redesigned the brand identity to reflect vitality and a relaxed atmosphere. The new system invites children and families to connect with nature, explore, and learn about animals. A vibrant color palette, minimal icons, and the modern typography refresh Ocean Park’s image, making it feel more welcoming and familiar—like one big family.

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Vibrancy PROJECT NAME

Lure Powdered Paint CATEGORY

Packaging Design CLASS NAME

Package Design 2 INSTRUCTOR NAME

Hannah Coward SEMESTER

Fall 2020

PROJECT

Lure is the sub-brand of Edward Bulme Natural Paint. It is one of the very few powdered paint ranges that is ecofriendly. Their eco-friendly paints are born out of their commitment to the environment—they develop beautiful colored paints with the non-toxic paint formulations, creating a healthy atmosphere for your home. The original packaging design is functional and expresses the core value of eco-friendly paint. Still, it lacks a compelling visualization and storytelling that will stand out from the competitors in the market.

SOLUTION

The logo and packaging were redesigned with the simple and clean typography that shows modernity. Emphasizing the brand’s eco-friendly raw materials and the beauty of powdered paint, I decided on watercolor and irregular shapes of raw materials as the key elements of packaging.

Two different packaging colors were used to distinguish the various tones of the powdered paint.

V I B R A N CY / PAC K AG IN G DES I G N

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Impact PROJECT NAME

Sustainability Project CATEGORY

Visual Identity CLASS NAME

Visual Systems 1 INSTRUCTOR NAME

PROJECT

The seas provide half of our oxygen, and food for a billion people, and a home to some of Earth’s most spectacular wildlife. However, from climate change and plastic pollution to mining and overfishing, the threats facing our oceans grow more urgent every day. Among these, plastic pollution is one of the most serious issues—so I created a visual campaign to address it.

Troy Alders SEMESTER

Fall 2020

I M PAC T / V I S UA L ID EN T I T Y

SOLUTION

Raising awareness around protecting the ocean is the most significant responsibility for us. For encouraging the audience to make better environmental choices and reduce the impact by adjusting our lifestyle. We have to be aware of how animals and the environment suffer the consequences; I decided to use plastic debris as the key element to create a poster series.

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Inspiration PROJECT NAME

Wayfinding System Project CATEGORY

Information Design CLASS NAME

Information Design INSTRUCTOR NAME

David Blankenship SEMESTER

Spring 2024

I N S PI R AT I O N / INF O R M AT IO N DES I G N

PROJECT

The ICA, located in Boston, MA, was founded in 1936 as a sister institution to New York’s MoMA. It provides a platform for sharing the pleasures of reflection, inspiration, provocation, and imagination that contemporary art offers through public access to art, artists, and creative process.

SOLUTION

I researched the ICA to better understand it and design a more cohesive wayfinding system that reflects the spirit of the museum. Since the ICA focuses on contemporary art, I was inspired to use lines and geometric forms as modern, minimal elements in the system.

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Global PROJECT NAME

Indie Cade CATEGORY

Visual Identity CLASS NAME

Integrating Principles INSTRUCTOR NAME

Jessica Peltz SEMESTER

Spring 2019

PROJECT

IndieCade is organized by an expansive team of individuals who want to impact the industry and how the world plays and understands games. It supports independent game development and organizes a series of international events showcasing independent interactive media worldwide to encourage, publicize, and cultivate innovation and artistry of interactive media and burnish a public perception of culturally significant games. It also provides a convention for creators and people who are interested in this field to meet for connection.

SOLUTION

Through research, I wanted to present the essence of IndieCade’s mission in the logo. I designed a feature with a harmonious blend of blue and orange. Blue symbolizes innovation and professionalism, while orange reflects the vibrant passion for gaming. It highlights IndieCade’s commitment to art and brings brightness to those who believe in making a significant impact through small things in the world.

G LO BA L / V I S UA L ID EN T I T Y

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Escape PROJECT NAME

Time, Navigation & Information CATEGORY

Information Design CLASS NAME

Information Design INSTRUCTOR NAME

PROJECT

The market has various apps that are highly competitive.

I created an innovative web mapping application, Pin Go, which combines the functionality of traditional mapping services with a unique gaming-inspired design. It makes navigation not only efficient but also enjoyable, providing a visual experience that transforms the way you explore your world.

David Blankenship SEMESTER

Spring 2024

E S CA PE / INF O R M AT IO N DES I G N

SOLUTION

This app offers a refreshing escape from the daily grind through engaging gameplay. Inspired by the need for stress relief and relaxation, it features a vibrant color palette of complementary blue, purple, and orange to uplift their mood and bring healing. The minimal icon system ensures a clean and user-friendly interface, making it easy to navigate while keeping you engaged.

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Thoughtful PROJECT NAME

Netflix 2023 CSR Report CATEGORY

Visual Identity CLASS NAME

Visual Systems 2 INSTRUCTOR NAME

Hunter Wimmer

PROJECT

Netflix is a subscription-based streaming service owned and managed by Netflix, Inc., based in the United States.

Its primary focus is on delivering a diverse range of movies and TV shows produced across multiple genres to audiences worldwide in various languages online. This project aims to formulate a CSR report that effectively conveys Netflix’s principles and commitments, facilitating public understanding of its values and future goals in sustainable development.

SEMESTER

Fall 2023 SOLUTION

Netflix has been progressing toward sustainable development and valuing communication with the public and its employees. Through research, I found that despite Netflix’s progress in sustainability, its dominant corporate identity has resulted in the public mainly perceiving it as a provider of subscription-based streaming services. To connect with Netflix’s mission, I used visual storytelling as the key concept of this project and created a consistent visual system that provided a friendly vibe to communicate with the public as a large family. I was inspired by Netflix’s brand assets for the color palette and created distinct characters representing each color.

T H O U G H T F U L / V I SUA L IDEN T I T Y

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> Special Thanks to my family, friends, instructors, and all those who have been part of my design journey.

Thank you for all who have been with me throughout the journey. I could not overcome those challenges and stay on this path without all of your guidance, support and encouragement.

I am deeply grateful to my parents for their unwavering support and trust, even when I felt lost along the way.

Thank you for your patience and encouragement, and thank you for giving me the freedom to explore the world and pursue my dreams.

I also extend my heartfelt gratitude to all my instructors at AAU. Thank you for your guidance and inspiration, which have not only molded me into a better and more professional designer but also enriched my horizons and made me a more rounded person.

Finally, I am grateful to myself. Thank you for persisting in walking forward on this path even when you faced challenges that overwhelmed you. Thank you for transforming those experiences into a part of you, and continuing to move forward and explore this journey.

S PE C I A L T H A N KS

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B FA G R A PHIC DES I G N P O R T F O L IO

:colophon CONTACT

Louisa Sze louisasze.ls@gmail.com SCHOOL

Academy of Art University DEGREE

BFA Graphic Design INSTRUCTOR

Anna Villano TITLE OF THE BOOK

Storytelling TYPOGRAPHY

Athelas Acumin Pro PRINTING & BINDING

Blurb.com

B FA G R A PHIC DES I G N P O R T F O L IO

louisasze-ls.com