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ORPHEUS CHEN


P PR ER OF SO ILE NA L

01

07 MAEKETING PLANING

CONTENT C HI APIGN R G ES D

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0952-085-129 / 06-258051 8

morpheus0921@gmail.com

PERSONAL PROFILE

求學經歷與得獎經驗 2008 | 2010

國立臺灣科技大學 設計研究所 設計學碩士

2010 |

Present

德國 iF 概念獎傳達設計組入圍 全球 10500 件參賽作品中獲選 Top 300

美國紐約帕森斯設計學院 設計與科技研究所 藝術學碩士候選人

2003 | 2007

Taylor & Ives Graphic Design Firm 實習平面設計師 負責紐約歷史博物館及 CREXUS Investment Corporation 等設計提案 教育部藝術與設計 菁英海外培訓計畫獎學金 與近百名設計學生競逐全額獎學金, 同時 獲得Parsons 及 Art Center 錄取

台北數位創作競賽手機應用組佳作 全權負責企劃研發、主視覺規劃設計 城市閱讀:八校海報創作觀摩展 作品於全台八所大專院校巡迴展覽

LEXUS 校園商業個案競賽第三名 逾 500 組參賽,負責企劃、設計與行銷

國立臺灣師範大學 社教系新聞學組 教育學學士 公民教育與活動領導學系 輔系 國立臺灣師範大學優秀學生 國立臺灣師範大學 伴手禮大賽佳作 聯合報王惕吾新聞獎學金 中央社蕭同茲新聞獎學金

工作經驗 2007 | 2012

專案經驗 平面設計及網頁設計 數位典藏國家計劃書籤設計 全國技職專題製作研討展覽主視覺規劃 技職一般暨藝術群科中心電子報設計總編 國際高等教育論壇海報

2006 | 2009

國立台灣師範大學 教育研究中心 行政助理 負責行政事務 教育政策小組電子報主編暨翻譯 技職電子報視覺規劃及網站架構 設計教育研究中心介紹手冊

2008

非正規學習: 跨組織與跨文化之對話國際研討會 司儀 掌控會議流程進行、撰寫中英文司儀稿

2003 |

「社會教育」報刊 主編/記者

2005 記者負責採訪、撰稿;主編負責報刊編輯 2005

東森新聞/中國時報 實習記者


外語能力 2012

TOEIC 940/ 聽 490 讀 450

iBT

92/ 聽 25 讀 25 說 20 寫 22

2010

TOEFL

2005

國立臺灣師範大學 第一屆校園主播大賽 總籌

社團與志工經驗 2012

教育部藝術與設計 菁英海外培訓營 口譯暨助教 擔任四名外籍教授口譯暨助教 負責邀請並接待兩名外籍教授

2008 | 2012

世界展望會 愛心志工 台北市/台南市家扶中心 展愛隊 世界展望會擔任翻譯志工 家扶中心負責支援展愛隊活動

2011

負責統籌與企劃競賽內容與流程 規劃現場直播場地及流程 行銷宣傳並尋求週邊商家贊助 設計主播大賽宣傳網站 2004 | 2005

籌組顧問團並統籌運作 舉辦系學會各式聯誼、團康活動

世界設計大會展場 國際資訊設計協會 隨行翻譯 接待展場規劃人員 協助策展及展場翻譯

國立臺灣師範大學 社教系系學會 顧問長/輔導部長

2004 | 2005

國立臺灣師範大學 台南同鄉校友會 顧問/資料股長 提供學弟妹會務諮詢及建議 整理會務文件及舉辦進修活動


know I’ll whole heartedly “ You recommend you as a “superstar”, the best man for the job. ” Alisa Zamir, Design Director & Executive Vice President, Taylor & Ives Graphic Design Firm References available on request

Education and Awards 2008 National Taiwan University of | 2010 Science and Technology,

2010 Parsons the New School for Design, |

Present

Graduate Institute of Design, MA iF Concept Design Award, Communication Design/ TOP 300 Selected from worldwide 10500 pieces Taipei International Digital Content Awards, Apps/ Merit Award Resposible for Planning, Key Visual Design Travelling exhibition in 8 universities The 4th Annual LEXUS Student Business Case Competition/ Bronze Selected from 500 groups, responsible for Planning, Design and Marketing

New York, United States Design and Technology, MFA Candidate

2003 National Taiwan Normal University, | 2007 Journalism, Adult and

Continuing Education, BE Department of Civic Education and Leadership, Minored

Taylor & Ives Graphic Design Firm/ Graphic Design Internship Resposible for proposals for New York Historical Society Museum and CREXUS Investment Corporation

National Taiwan Normal University/ Excellent Student

Program for Overseas Study in Arts and Design/ Ministry of Education Scholarship Competing with 100 design students for scholarship, and got admissions to Parsons and Art Center

NTNU Souvenir Design Competition, Products/ Merit Award Wang Ti-Wu, United Daily News Group/ Journalism Scholarship Xiao Tong-Zi, Central News Agency/ Journalism Scholarship

Working Experience 2007 Freelance Designer | 2012 Graphic & Web Design

Bookmark for Taiwan e-Learning & Digital Archives Program CIS of the Project Work Demonstrations Exhibition

E-paper for Steering School on General Course and Arts for Senior Vocational School Poster for International Conference on Media Literacy & Education

2006 The Center for Educational | 2009 Research at NTNU, Administrative

Resposible for Administrative work Editor and Translator for E-paper Key Visual and Website Design for E-paper Brochure for The Center for Educational Research


Working Experience 2008 Non-Formal Learning

International Conference, Emcee

2003 The Journal of Adult and Continuing |

2005 Education, Editor / Reporter

Managing the agenda of the conference

Interview and composition as a reporter

Composing the script for emcee

Newspaper editing as an editor-in-chief

2005

The China Times/ Now news in Eastern Broadcasting, Journalism Internship

English Level 2012

TOEIC 940/ Listening 490

Reading 450

2010

TOEFL

iBT

92/ Listening 25 Reading 25 Speaking 20

Writing 22

Club and Volunteer Experience 2012

Workshop for Overseas Study in Arts and Design, Volunteer Interpreter & Teaching Assistant

2011 The International Institute for

2004 Adult and Continuing Education | 2005 Student Council, National

Interpreting and TA for 4 Professors

Information Design, The 2011 International Design Alliance Congress, Volunteer Interpreter

Inviting and Receiving 2 professors

Receiving Exhibition Planners

Organizing and leading the advisory group

Providing supports for exhibition planning

Managing all kinds of recreational activities

2008 World Vision in Taiwan | 2012 Taiwan Fund for Children and

2005 The First Campus Anchor

Taiwan Normal University, Advisor Chair/Publicity Chai

2004 Tainan Alumni Association, | 2005 National Taiwan Normal University,

Volunteer translator at World Vision

Competition, National Taiwan Normal University, President

Supporting for charity activities

Co-ordinating and Planning

Providing Consultations and Suggestions

Planning for the Broadcast Live

Managing documents and all kinds of educational activities

Families, Volunteer

Website Design for the competition

Senior Advisor/Secretary


MAEKETING PLANING

06 享趣陽明山 Fishing in Yang Mung Shan National Park

10 決策達人 DecisionMaker

12 LEXUSITUDE/UP計畫 LEXUS Unlimited Prestige Program


開場介面 Beginning Interface

8 MARKETING PLANING

享趣陽明山 Fishing in Yang Mung Shan National Park 2011 台北數位創作競賽手機應用創作組 佳作

「享趣陽明山」是一個陽明山國家公 園觀光休憩指引之小品 app 創作,融 合「人文、自然、 娛樂」三個主體概 念,應用 AR (Augmented Reality) 擴增 實境技術,結合 LBS 適地性服務,帶 給使用者不同的觀光新體驗。 「享趣陽明山」讓使用者在旅途中的不 同知名景觀闖關,結合擴增實境技術, 提供直覺的操作介面,在實境上模擬垂 釣的情境,把手機當做釣竿,甩出去就 可以釣到不同的驚喜,各種有趣的生態 奇景盡收其中,在有趣的遊戲互動中認 識大自然,體驗台北陽明山國家公園的 風光,寓教於樂,遊戲中潛移默化的知 性之 旅,適合親子同樂全家同歡。 週末休假到陽明山,隨處拿起你的iPhone 就可以展開最豐富的奇幻知性之 旅,跟我們一起變身旅遊達人,發現你 所不知道的陽明山生態奇幻世界。

“Fishing in Yang Mung Shan Na- tional Park”is an app for explore Yang Mung Shan National Park. By applying the Augmented Reality, and combining LBS service, the app shows users the culture, nature and entertainment of Yang Mung Shan National Park with unprecedented experience.

intuitive interface. Users can take the the process of gaming families can explore and learn the beauty of nature. Grab your smartphone and go to Yang Mung Shan National Park when it’s weekend, you can open up a wonderful book of travel and discover the mysterious world of the National Park.


1

說明:移動鏡頭觀察, 發現動靜便甩出魚竿。 Instructions: Move your camera to check if something is moving,

2

垂釣趣:以手機模擬甩 出魚竿動作,若成功捕 獲將直接納入蒐藏櫃。 Fishing: Use smartphone succeed, it will be put into

3

蒐藏櫃:使用者可至蒐藏 櫃瀏覽已捕獲的精靈。 Collection: User can check

4

精靈百科:對各式的生態 動植物、礦物的詳細介紹。 Cycropedia: Introduction to


使用介面 Interface

10 MARKETING PLANING

決策達人 DecisionMaker 2011 Adobe Achievement Design Awards 參賽

生活中總是需要一再地下決定,而決策 達人即是一款專門解決生活中兩難問題 的手機軟體,不僅可以幫你精準地、合 理地做出最佳的決定,更重要的是,一 定符合您的需求! 決策達人適用於所有智慧型手機的使用 者,使用方式只需簡單的四個步驟:1. 輸入你需要做的抉擇;2. 創造你考慮的 層面,並根據其重要性給予一到十的分 數;3. 針對每個考慮的層面,以自身喜 好再給予一到十的分數;4. 根據最後加 總的分數即可得知哪個才是最佳決定。 使用過程皆能進行儲存及載入,藉此讓 使用者隨時隨地皆能微調以確保獲得最 佳決策。

Life is all about decision-making. DecisionMaker is a mobile application for smartphones, able to help you make the best decision precisely, rationally and most importantly, it meets your need. DecisionMaker is a mobile application for all smartphone users. There are only four steps to use DecisionMaker. 1) Type in the choices you need to decide. 2) Create a category you are considering, and list its importance from 1 to 10. 3) For each category, decide both choices’ importance by

scoring from 1 to 10. 4) Then the decision comes out based on comparing the total scores. The progress can be saved and loaded so that users can modify the categories and values at any time to make sure they make the best choice.


1

輸入無法抉擇的兩難 Type in the choices you need to

2

新增並輸入你考慮的層面,並根據 其重要性給予一到十的分數 Create a category you are considering, and list its importance

3

針對每個考慮的層面,以 自身喜好再給予一到十的分數 For each category, decide both choices’ importance by scoring

4

根據最後加總的分數即可得知 哪個才是最佳決定 Then the decision comes out based


12 MARKETING PLANING

LEXUSITUDE/UP 計畫

LEXUS Unlimited Prestige Program 2009 第四屆LEXUS 校園商業個案競賽 第三名

LEXUS 尊榮 UP(Unlimited Prestige) 計 畫,目標在09年下半年,以多元化的數 位載體作為行銷管道,創造高度的公關 價值,大幅提升目標族群對 LEXUS 的 品牌尊榮好感度,包括銷售數字及各大 汽車調查指標數據的提升。

大成,傳遞「LEXUS 象徵傑出領袖的 前瞻豪華品味」的訊息,打造品味奢 華的極致夢想,建立台灣消費者對於 LEXUS 品牌的尊榮觀感,並進一步分 析企畫案之預 期效益、KPI 設定與風險 評估、活動可行性、活動預算。

本團隊透過綜合訪談、次級資料的調查 整理,歸納出 LEXUS 目前於國人心中 的品牌形象仍欠缺獨樹一幟的尊榮元 素。綜合 LEXUS品牌現有的構成元素, 以「專注完美,近乎苛求」的既有品牌 形象,建立與「LEXUS 專屬尊榮感」之 間的連結—「Lexusitude」,定義品味 奢華的「尊榮心境界」,以三大主軸: (1) 憧憬—預約尊榮;(2) 環保—綠色豪 門;(3) 服務—以客為尊,架構出不同 於寶馬 (BMW)、朋馳(M. Benz)的全新 LEXUS 尊榮形象,上述正是 UP 計畫的 重點所在。

本企劃以建立全面尊榮形象為主要目 標,透過點線面的概念,綜合 LEXUS 目前品牌的構成元素,從中發掘出能達 成「尊榮心境界」的三大主軸—憧憬、 綠能及服務,並在各主軸下舉辦不同宣 傳活動,整體架構由「面」出發,建構 支撐全面尊榮形象的支柱(線),並以活 動(點)構築支柱的一磚一瓦。

本計畫以點、線、面的概念思維,規 劃 LEXUS 數位品牌價值,其中短期以 活動,中期以主題,長期集尊榮形象於

藉分析現有 LEXUS 車主的組成,可歸 納出 LEXUS 車主多為高教育程度、高 收入的新貴族群,多具有與 LEXUS 相 同的理念,以「專注完美,近乎苛求」 的態度來面對人生的挑戰。他們對於自 己的理想抱有「堅持、執著」、持續不 斷地以「熱情」的步調來實踐自己的理 想;而這些新貴族群的奮鬥與堅持,造

就了他們在各自的事業和生活品質之中 備受眾人尊崇的成功地位,也因此他們 值得擁有一種「專屬於 LEXUS 的尊榮 感」。故本企劃欲建立「Lexusitude 」 ( Lexu-situde = LEXUS Attitude )的概 念,對 Lexusitude 的致敬來成就社會 大眾對理想的執著與熱情。 「LEXUS 的專屬尊榮感」是車主完美 生活的最後一塊拼圖,社會大眾「憧 憬」LEXUS 車主的生活、期望享受 LEXUS 給予顧客的帝王般待遇以及無 微不至的「服務」、擁有車主都有兼善 天下的前瞻眼光—「綠能」,因此本企 劃將以這三大主軸作為規劃,支撐起 LEXUS 專屬的尊榮形象。


主視覺規劃 Key Visual


14 MARKETING PLANING

LEXUSITUDE/UP Program LEXUS Unlimited Prestige Program

2009 The 4th Annual LEXUS Student Business Case Competition

The LEXUS Unlimited Prestige Program is aimed to create high value of public relationship, promote target audience’s impression to LEXUS by distinctive digital materials in 2009.

as master. What above mentioned are the main points of Unlimited Prestige Program. -

ing sales, car’s every survey index. Our research team concludes that nobleness. According to the constructive elements LEXUS has, we base on the original brand image - Focus on Perfect Overcritical to create the connection to Specif- ic Nobleness of LEXUS, which we call it “LEXUSisumptuousness. We construct three M. Benz, including 1) Longing - make reservation for Nobleness; 2) Environmental Protection - green sumptuousness; 3) Service - regarding customers

From point to line, and the line to plane, the program draws up the LEXUS’s brand digital value, involving planning activities as short-term target, continuing themes as medium-term target, and constructing the brand image into nobleness as long-term target, to convey the message of “the cant taste”. With the program, we can build up a dream to live in luxury. What is more, we analyze the performance expectation, key performance indicator, risk evalua- tion, feasibility analysis and activity budgets.

企劃架構 Planning Structure


活動流程及甘特圖 Activity Process


GRAPHIC DESIGN

18 聖誕不快樂

20 數位典藏國家計劃書籤設計

19 城市閱讀

22 紐約社會歷史博物館

Wish Trees a Merry Christmas City Reading

Bookmark for TELDAP

New York Historical Society Museum

24 技職一般暨藝術群科中心電子報 E-paper of Senior Vocational School


59.4 x 80z cm

18 GRAPHIC DESIGN

聖誕不快樂 Wish Trees a Merry Christmas 2011 iF 概念獎傳達設計組 入圍

“Merry X’mas to Trees” 的設計理念 主要是希望能提醒大家正視目前正發生 在森林的可怕災難。兩把斜放的鋸子所 形成的負空間即是聖誕樹的形象,藉此 來警告人們正視���木被大量砍伐的問 題,並鼓勵人們馬上行動來拯救瀕臨滅 絕的森林。

“Merry X’mas to Trees” is a poster that calls attention to the disaster of what is happening to trees all over the world. The two saws form a tilting shape of a X’mas tree. The poster tries to warn people to this problem and encourage them to take action right away.


84.1 x 59.4 cm

城市閱讀

聖誕不快樂

City Reading: The Culture of Speed Reading

Wish Trees a Merry Christmas 2011 iF 概念獎傳達設計組 入圍

「城市」 我們總是汲汲營營於生活,是一個快速 流動的世界。 「閱讀」 我們總是在品嘗書本中的一字一句,是 一種緩慢蔓延的活動。 生活在城市中,我們總是忘記如何悠閒 地閱讀。 我認為速食就像是人們的生活形態。即 使閱讀是一種悠閒的活動,但搭配上城 市這個概念便即為諷刺,因為在台灣人 們總是選擇在速食店內讀書。為了凸顯 這個現象,我將麥當勞的形狀描繪成一

2009 城市閱讀–八校研究生海報創作觀摩展

本半開的書,藉此同時表現出城市與閱 讀的概念。

City. about our own life. Reading. A slowly spreading activity that we taste every paragraph of books. Living in a city, we always forget how to read leisurely.

In my opinion, the style of fast food of citizens - speedy. While reading books is a leisurely activity, putting city in contrast with reading shows an ironic phenomenon in Taiwan because of many people reading books in fast food restaurants. To show the phenomenon, I depicted the logo of MacDonald with the shape of a book opened to represent cities all over the world and books simultaneously.

19 GRAPHIC DESIGN


數位典藏 國家計劃書籤設計 20 GRAPHIC DESIGN

Bookmark for Taiwan e-Learning & Digital Archives Program 2011 中華民國中央研究院 Academia Sinica

由於中央研究院希望能宣傳數位典藏計 劃的研究成果,因此委託我利用計劃中 的許多典藏資料來設計具創意的書籤。 在過程中我發展了許多不同的想法,而 最後選擇了這個成品。 當使用者像一般方式摺疊並將書籤插入 書中時,只會露出書籤上一半的影像, 舉例來說,當使用者闔上書便只能看見 魚的尾巴,看起來就像是魚正在奮力地 鑽進書中,希望能徜徉在書海中一般。 此外,在印刷上是使用螢光塗料,因此 在黑暗中更顯特別。

center in Taiwan, had achieved in the Taiwan E-learning and Digital Archives Program. The design of these bookmarks was based on the information in the program.Academia Sinica wished that the design could be as creative as possible, so I developed many ideas this one. The idea is to show the half of the image on the bookmark when user folds and puts it in the book, and this will look fun, for example, you can only is swimming in the sea of the book. Besides, the bookmark was printed special when it’s in dark.


15 x 3.5 cm


明信片正面 The Front of the Buzz Card

22 GRAPHIC DESIGN

紐約社會歷史博物館 New York Historical Society Museum 2010 Taylor & Ives Graphic Design Firm

即使紐約社會歷史博物館是紐約歷史最 悠久的博物館之一,當地人卻很少踏足 參觀。因此,博物館希望能重新設計相 關文宣品,並在2011年十一月十一日當 天重新開幕。 在開幕前夕,博物館希望能分為三次來 寄送明信片以提醒大家社會歷史博物館 將會有一場盛大活動。因此,我將明信 片設計為猜謎遊戲,每一次的明信片 的謎底都將會提供一個數字,當民眾 解開所有的謎底後便能得知開幕日為 2011/11/11的早上十一點。 此外,館中總共有四個樓層,且每個樓 層都有許多不同種類的展覽品,因此在 樓層圖的設計中我藉由不同顏色來代表 各式各樣的展場。而在背面則提供歷史 博物 館的各項注意事項與資訊。

New York Historical Society Museum is one of the oldest museums in New York. However, few people have been to this museum before. As a result, museum wanted to redesign all the coporate identity system, and reopen on November 11 in 2011. Before reopening clients wanted to sent buzz cards to inform receivers there will be a big opening for New York Historical Society Museum. Besides, clients wanted to send buzz cards separately in three times to keep receivers remember this big event. Therefore, I used buzz card as a media to show puzzles, and every puzzle will show a number, when people solve all puz- zles, the answer will be 11:00 am. 11/11/2011.

明信片背面 The Back of the Buzz Card

kinds of rooms and exhibitions. On the back of the map, it provides basic information about everything in the museum.


明信片 Buzz Card

樓層圖 Floor Plan


技職一般暨藝術 群科中心電子報 24 GRAPHIC DESIGN

E-paper for Steering School on General Course and Arts for Senior Vocational School 2008 國立台灣師範大學教育研究中心

此電子報主要是讓一般民眾可在此平台 上查閱國內有關一般科目暨藝術群科中 心等技職教育的相關資訊。為呈現技職 學生的創意,右下角則描繪出學校的校 舍,並在其背後延伸多彩多姿的學校。 此外,我也為各式資訊分別設計了專屬 的符號,像是麥克風代表許多需要宣導 及宣傳的重要資訊,而由於歷史上的信 差皆使用馬匹作為傳遞信息的工具,因 此以馬作為傳訊者的隱喻符號等。

The E-paper publishes information about the steering school on general courses and arts for senior vocational information about national technical and vocational education. To show the creativity of technical and vocational students, I depict a school in the bottom right-hand corner, and there are colorful clouds stretching from the back of the school. Moreover, I design seven symbols to represent each category of information. For instance, a microphone means that many important information needs to be advertize and publicize; in Chinese, we often describe news reporter as a horse because of news reporter used to ride horses to carry letters, so I depicte a horse as a metaphor.

標誌設計 Icon Design


Width 700 px 電子報首頁


Portfolio of Morpheus