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SIRIN SUNGKOBOL

p o rtfolio

Brand Communication Designer 2012 edition


Table of Contents Curriculum Vitae

01

Brand Identity

A01- A54

Design Research

B01- B12

Graphic Design

C01- C08

Miscellaneous

D01- D08


Sirin Sungkobol 58/102 Thewet Mansion Krungkasem Rd. Bangkhunprom Pranakorn Bangkok 10200 Tel. +66819346998 sirin.sr@gmail.com Education and Qualifications 2004 -2008

Faculty of Architecture, Chulalongkorn University Second Class Honors, B. ID. (Bachelor of Industrial Design) 3.42GPA Modules included : Interior Design, Product Design, Graphic Communication Design, Ceramic Design, Textile Design, Architectural Design, Color Study and Design, Human Factors in Design, Computer Application for Industrial Design, Computer for Industrial Design, Photographic Studio for Industrial Design, Principle of Marketing, Applied Industrial Economics, Introduction to Business

1998-2003

Thesis in Interior Design B+ in “New Wedding Business Model & Wedding Fair”

Saint Francis Xavier Convent School

Senior High School (Mathayom 6) 3.65GPA

Professional Experience March 2008 - April 2008

Intern, This Design Co., Ltd, Bangkok (Supermachine Studio) Assisted in New Centerpoint at Central World Project, Samutsongkarm-Learning

April 2008 - May 2008

Center Project.

Intern, RABbits Co., Ltd, Bangkok

Assisted in Central World Christmas and New Year 2008 event, ELLE magazine event, Marie Claire event, Anywhere travel by Central World event, New amusement

October 2009 - February 2010

park at YOYO Land

Graphic Designer, Archibrand Co., Ltd, Bangkok Created almost every design tool for client’s brand communication. Translated from brand story to brand manual book which included logo, main color, typeface, prints,

March 2010 - May 2011

stationary and web design guideline.

Brand Communication Designer, Baramizi Co., Ltd, Bangkok Created almost every design tool for client’s brand communication. Translated from brand story to brand manual book which included logo, main color, typeface, prints, stationary and web design guideline. Coordinated closely with founders and Commercial Space Design Team. Actively solicited new clients and nurtured existing client accounts, ensured their needs and requirements were not only accommodated but surpassed. Achieved the project by managing outsources and participated as research team (such as recruiting the respondent, directing the focus group, interviewing, and observation), investigated data and synthesized the design strategy with company’s new service; BARAMIZI LAB (performing design research and trend spotting)


June 2011 - Now

Co-Founder, Brand Manager, a’ la carte shop, Bangkok Created almost every marketing materials for brand communication. Translated from brand value to print ads, web banners, electronic posters by controlling mood and tone of design. Created the backdrop setting for monthly fashion shooting. Created the design elements of shop’s main contact point (such as front shop, window display, visual merchandise, shop decoration, website, facebook’s content). Manages sale strategies and customer services by creative based, initiated new service; PERSONAL STYLIST (analyzed and advised suitable outfit for customer’s shape)

Professional Training June-September 2008

NEC- New Entrepreneurship Creation course Managed by Department of Industrial Promotion – DIP Ministry of Industry Thailand with KENAN Institute Asia

January 2011

How to start a business, how to write a business plan.

Course Seminar - Marketing Essential Program via 7 Master Gurus Managed by BRANDAGE ESSENTIAL magazine Advertising Management, IMC, Branding Strategy,Competitive & Company Strategy, Brand Management, Positioning & Marketing Warfare, Marketing Strategy

Activities/ Positions of Responsibility 2004 2005

2006

2007 2009

March - May 2009

Student President’s Assistance, Saint Francis Xavier Convent School Actor team; Faculty of Architecture annual stage show Participant (1st round finalist), EXAT Logo Design Award 1st Prize, 90th Anniversary of Chulalongkorn University Logo Design Award 1st Prize, Cotto Smart & Style Awards Design Director of Special Effect team; Faculty of Architecture annual stage show New Entrepreneurs Creation course Participated in design research project for “The effects of urban inhabitant’s gathering places on Thai cultural heritage : the inter-relations of human behavior and interior environmental design.” with Assist Prof. Dr. Praima Israsena Na Ayudhya and Assist

October 2011

Prof. Natthanee Niamsap Project coordinator, “Emergency portable toilet for flood victims” in flooding crisis 2012 at Faculty of Architecture Chulalongkorn University


a’ la carte

woman working wear fashion retail

Year : since 2010 Purpose : Creating and implementing brand value to communicate with customer. Scope of work : Brand Strategy Marketing Strategy Marketing materials design Setting design for photo shooting Website : www.alacartebkk.com www.facebook.com/ alacarte.shop

‘ a’ la carte shop‘ is the shop that I and my partner had decided to start our clothing retail business. The shop is located at Siam Square, the most popular shopping area in Bangkok. I applied my work experience as a designer to create the new product to serve the consumer as well as business knowledge to develop the sale and marketing strategies for my fashion business. My main responsibility is to be a Brand Manager. I created almost every marketing materials for brand communication. I created print ads, web banners, electronic posters by translated from brand value to by controlling mood and tone of design. Moreover, I created the design elements of shop’s main contact point (such as front shop, window display, visual merchandise, shop decoration, website, facebook’s content). In addition, I designed the backdrop setting for monthly fashion shooting.


top

Backdrop design for fashion shooting


top left top right

New Year Card 2011 New Year Card 2012

middle Marketing material: sale poster bottom right Marketing material: LookBook


top bottom

front shop and display interior decoration and visual merchandising


BRAND IDENTIY


A process for brand identity design “The brand identity process is a proven and disciplined method for creating and implementing an identity. Regardless of the nature of client and the complexity of the engagement, the process remains the same. What changes is the depth with which each phase is conducted, the length of time and the number of resources allocated, and the size of the team.� 1

Phase

1

In Baramizi, we always use this process without eliminating steps or reorganizing the process, in order to accelerate understanding and acceptance of the investment of necessary time and resources, also, engender trust and confidence in the company. There are only 12-15 office employees in Baramizi because the founders want to concentrate on core function and cut costs by outsourcing the work. Consequently, I as a brand communication designer and design researcher assistant, have fully involved in all phases.

conducting research

clarifying strategy

Clarify vision, goals and values.

Synthesize learnings.

Research stakehoders’ needs and perceptions.

Clarify brand strategy.

Interview key management. Evaluate existing brands and brand architecture. Present audit readout.

Develop a positioning platform. Co-create brand attributes. Achieve agreement. Write a creative brief.


designing identity

creating touchpoints

Brainstorm big idea.

Finalize identity design.

Design brand identity.

Develop look and feel.

Explore applications.

Prioritize and design applications.

Finalize brand architecture. Present visual strategy. Achieve agreement.

Design Program. Apply brand architecture.

managing assets

Build synergy around new brand. Develop standards and guidelines.


LIGHTINGHOUSE An expert lighting reseller and showroom

Year : 2010 Purpose : Creating and implementing new brand identity, graphic signage and environmental graphic in the showroom. Scope of work : Brand concept Brand Identity Signage system design Accomplishment : The company has already launched the new graphic identity in August 2010 and the renovated showroom has opened in March 2011. After sending the final works, clients have confidence in our organization to hire us for their next project: online marketing and booth design in Architect Fair 2011, Baan Lae Suan Fair 2012. Website : www.lightinghouse.co.th

A0 1

Lightinghouse is a well-respected lighting distributor who has over 30 years of experience in the lighting industry.They offer an exclusive range of product from well-respected manufacturers with a wide variety of styles both in the field of interiors architectural and outdoor lighting. and comprehensive service encompassing “Product Advice”, “Lighting Design” and “Customization” to ensure satisfaction for their customer.

The client required a new brand identity that would reflect their status and brand concept. The brief was to create a brand concept and logo for the renew lighting company that provide the quality atmosphere from lighting and designed lamps, but not for the lamp shop. Baramizi was appointed as branding consultant after launched the first phase of this project. This is one of the most outstanding achievement of mine as I was assigned to be a part of project manager team and art director team. For this project, we joined the small workshop with company owners and do some primary and secondary studies about the consumer’s perception, competitors study, and logo trend 2010 study. We found that many customers which most of them are designers always selected the lighting objects from Lightinghouse’s main competitor ;Lamptitude; despite the customers know Lightinghouse. Because, Lamptitude looks newer and always update. After working closely with the client’s executives, we synthesized the brand strategy, from brand DNA to brand slogan, and translated them to the brand identity design.


Lighting house logo on front shop facade. atmosphere in showroom and lighting decoration. A0 2

top middle and bottom


Phase>>

Phase>> conducting research

clarifying strategy

Consumer

New and updates products Enjoyable shopping atmosphere

Monoline Logo Transparency & colorful colors Shift (Intersection)

Corporate Need

Value

Brand Strategy Trendy Art & Fashion Dynamic Smart Optimistic

Direction

Modern Style Minimal

Difference

Mega-Trend

Competitors

top bottom

A0 3

Friendly Professional Wide range of products

“4 Universes research platform� and Brand strategy My logo sketches


Phase>> designing identity

As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram on the previous page. Brand slogan “The Artmosphere” reflects the fashionable and professional character. I developed a number of design concepts for Lightinghouse based on the brand DNA and the brand name. Initially, sketches included designs that were based on the variety designs of the word “Lightinghouse” typeface and graphic element composition.

1x

2x

3x

4x

The final logo is interlocking of letter of the word “Lightinghouse”. The design reflect the main idea of ‘endless fashionable’. I designed the typeface logo type by extruding the serif of the “h” letter ”.Moreover, use interlocking technique at the word “house” and combined warm bright colors - mustard, orange, redthat exhibit the character of Fashionable, Friendly, Advisable, Smart through the design. The colors in both logo and graphic element are distinctive and differentiate the brand. The logo was designed to work on white, grey and black backgrounds, as well as on a single color and solid color.

5x

6x

7x

0.5x

8x

1x

2x

3x

0.5x 1x

0.5x 1x

Lightinghouse Orange PANTONE 021 C 0C 73M 100Y 0K 242R 106G 33B Lightinghouse Yellow PANTONE 137 C 0C 35M 85Y 0K 251R 176G 64B Lightinghouse Red PANTONE 1795 C 15C 100M 90Y 10K 190R 30G 45B

Lighitinghouse Grey 90% Black 0C 0M 0Y 90K 65R 64G 66B

Final logo and clear space (logo usage) Logo usage in full color, single color and solid color Main graphic element : Happithentic Pattern A0 4

top middle bottom


Lightinghouse brand-the artmosphere slogan, were translated to every contact points of the brand: from shopping bags to graphic environment.

Phase>> creating touchpoints

ÈØÀ¡Ã(»§) ·Ñ่§Ê¡Øŷͧ Supakorn(Ping) Tungsakulthong Project manager/Lighting Designer M. Eng. (Lighting), Penn State, USA

tel fax mobile e-mail

+66(0)2392 2260-9 Ext.330 +66(0)2392 2270 +66(8)7077 0880 supakorn@lightinghouse.co.th

Lighting house (Thonglor) Co.,Ltd. 387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110 www.lightinghouse.co.th

·Í§ ÈØÀ¡Ã(»§) ·Ñ่§Ê¡ØÅ ulthong Tungsak Supakorn(Ping) Lighting Designer

The main graphic element; called happithentic pattern; a combination of geometric form by using pixel technique can also be used separately from the logo to act as a strong icon. The icon also acts as colorful pixel pattern that can be seen from long distances. In the beginning period, I suggested to use the happithentic pattern frequently in order to carried the consistent brand message and make customer can realized the brand mood and tone.

Project manager/

-9 Ext.3 +66(0)2392 2260 tel +66(0)2392 2270 fax 8)7077 0880 mobile +66( ouse.co.th korn@lightingh e-mail supa

top middle bottom

(Thonglor) Co.,Ltd. k 10110 Lighting house Wattana Bangko Klongton-Nua vit 55 (Thonglor) use.co.th 387/10-12 Sukhum www.lightingho

the artmos

phere

Lighting house (Thonglor) Co.,Ltd. 387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110 Tel +66(0)2712 5970 - 3 Fax +66 (0)2712 5974 www.lightinghouse.co.th

Lighting house (Thonglor) Co.,Ltd. 387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110 Tel +66(0)2712 5970 - 3 Fax +66 (0)2712 5974 www.lightinghouse.co.th

A0 5

front

side

back

Web page design guideline Graphic element usage (in special occasions) Stationary design : letter paper, envelope, CD and its cover and business card.


ดานหนา

appiness omy

armony ดานหลัง eritage

ottest

All graphical and typographical elements of a brand identity need to support the position of a brand and fit with each other. If this is achieved the identity will be distinctive, relevant and flexible. In the first stage the primary identity elements are designed (name, logo, colors). Then the secondary identity elements are developed (image style, type style, layout style, tone of voice). Last but not least, the design guideline of the brand’s contact points: signaling, official, informative, decorative and promotional items.

home

walllamp floorlamp ceilinglamp tablelamp pendant chandelier downlight spotlight outdoor architectural lighting decorative lighting

about us

product

download

contact us

reference

what’s new texttexttexttexttext texttexttexttexttext texttexttexttexttext texttexttexttexttext texttexttexttext texttexttexttext

อานตอ

top

Application of Happithentic pattern A0 6

For the promotional items, such as advertising and literature (leaflets, brochures), slogan and language is very essential. The brand slogan : “The Artmosphere” reflects the fashionable and professional character. I also repeated them ; as a gimmick; in the advertising series and catalog of “h... words” to make the customer can recognize the new face of logo which emphasize the “h” letter by design. The intention was also to create a brand for meeting point that talked and act like the neighborhoods’ place. As you can see from the “hseries” h happiness h hottest h homy h heritage h harmony


To apply to concept of Happithentic which is brand value into space design, I has made a mood board to suggest interior designer how to apply the architecture element and material. The Happithentic mood board described the combination of synthesis-look material and nature-look material, proportion of material used, some design guidelines, as well as design look and feel. The combination of guideline determines the tone of voice of space design that are able to fulfill the functional, emotional and decorative purposes.

Mood board showed “Happithentic� brand value for space design bottom Lightinghouse booth, Architect fair,2011 showed design interpretation

A0 7

left


Phase>> managing assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guidelines for the launch of the brand including the signage construction drawing for showroom. This helped to orchestrate the branding efforts undertaken by client’s in-house designer and manufacturers of branded materials.

A0 8

top Signage design and showroom interior design middle Facase Design bottom Environmental graphic example


BOWLING

Menswear

The client wanted to unique them from the other brands by adding brand personality and brand value to communicate with customer who was the young generation and still keep the existing customer.

BOWLING, a Thai fashion business, have an experted in mens fashion for over 10 years. This brand started the business as being OEM factory. They make the shirt for many local brands in Thailand while they developed and launched their own brand; named Bowling. Nowsaday, there is highly competitive situation in Thailand fashion market because there are many new local brands in the market. The market share is separated by the the new competitors. As a result, the consumer can switch the brand easier.

In order to fulfill the aims and to gain an understanding of the job in hand, Baramizi evaluated the existing BOWLING and its competition, the company value, the global consumption and retail design trends, and the public’s needs and perception of BOWLING”.

A0 9

Year : 2011 Purpose : Rebranding by changing its logo and brand concept “Bowling”, the client wanted the new creation and implementing of brand identity and usages that can communicate brand value and increase competitive advantage. Scope of work : Design Research Brand Strategy Brand Identity Store Design Prototype Accomplishment : After Bowling launched this new look of logo, there was bold and strong brand image which can communicate to its customers. They perceived the Bowling value and have active brand awareness Website : www.bowling.co.th

The client’s objectives focused on the new practical image of the brand.The executives thought that the fresh, growth and eco-friendly experience could not found in other term of the brand contact points. Moreover, every new competitors were elevated and developed their brand experience designs. As a consequence, customers have more other choices. What I learned most about this project was that, how to interpret the brand core value to the correct total brand experience. As the brand’s existing fans used to think that retail is not the matter, the advertising is.


TKO Logo placement and cartoon rate design A1 0

top


It became clear that there is no design standard of sell corner in the department store. It had been have retail manual book before we met the client but there was not enough design guideline which suit for department store’s regulation. There are too many variety and different styles of the store design. Either, the visual merchandising and product dirsplay method could not make impression to the shopper.

Phase>> conducting research

Research Methodology : 1. Executive Interview 2. Observation (eye tracking, customer experience) 3. Trend analysis 4. Competitive analysis

The observation also played the important role of this research. We observed 4 major stores in the important and crowded area of bangkok, also its 3 main competitors. The raw data (including the consumption trend and retail design trend research) are collected and analyzed by research team. Then the brand strategies and design team used these datas as resources for predicting the strategy and implementing the design. I involved in all phases.

We began by researching the market and understanding the issue faced as well as conducting primary research among consumers. We observed consumer experience at the sell kiosk and collect the data of existing design in both BOWLING and its’ competitors.

Old

Formal

Fashionable

Young

Consumer

Corporate Needs

Fun (color) Warm Smart

Dynamic Interactive life style Nature intervene Happy Easy

A1 1

Mega-Trend top

Brand positioning map

bottom

“4 Universes research platform”

Value Creative fun experience Friendly Enjoyable

Brand Strategy Warm, caring, Friendly, Fresh, Fun, lively Creative, Dynamic Direction

Avoid Complicated Symbol Historical Symbol unnatural looked materials

Difference

Competitors


Phase>> clarifying strategy

The client desired to change logo by keeping the green color in order to represent the new brand personality. We use “4 Universe research platform� to help us synthesis the brand strategy and generate the brand images. We discovered the BOWLING’s brand image was quite poor. Its brand personality was blurred and cannot communicate its brand value. As a result, the client want to add some brand value and brand personality to make the brand become stronger and more clear which was up-to-date, fresh, eco-friend.

Logo development A1 2

top


A1 3

top

Logo development


The graphic identity was designed to work on light green and white background, as well as on a single color and solid color version. Type style provides a brand with consistency. ‘PSL Kittitada’ combines friendly personality and liberal spirit. It also work well in both English and Thai language, both printed and digital form.

top The final logo design of BOWLING bottom left The logo spacing guideline bottom right The brand identity typeface and color A1 4

The identity colors were chosen as the combination of green (which is the existing identity color). I adjust the shade and intensity of green color to become more lighten and add a gradation in the symbol. They also have positive environmental conditions and fulfill a number of practical requirements: visibility on livery, sufficient contrast between the element upon a background and looks more dimensional.


Phase>> creating touchpoints

A brandmark alone does not make an identity or recognition for the audience. A successful brand will extend well beyond its visual manifestation into the culture of the business (internal and external) and become the guiding principle for any from of customer interaction. In the first stage, the primary identity elements are designed (name, logo, colors, identity, typeface). Then the second identity element are developed (image style, tone of voice, mood and tone). Finally, the design guideline for essential brand’s contact points.

บริษัท โกลเดน โบล จำกัด

209/9-11 ซ. เจริญกรุง 91 ถ. เจริญกรุง แขวงพระยาไกร เขตบางคอแหลม กทม. 10120 โทร : 0-2688-0730-2, 0-2289-4408, 0-2289-4425 แฟกซ : 0-2291-7785 อีเมล : goldenbowl@bowlingmenswear.com

บริษัท โกลเดน โบล จำกัด

209/9-11 ซ. เจริญกรุง 91 ถ. เจริญกรุง แขวงพระยาไกร เขตบางคอแหลม กทม. 10120 โทร : 0-2688-0730-2, 0-2289-4408, 0-2289-4425 แฟกซ : 0-2291-7785 อีเมล : goldenbowl@bowlingmenswear.com

A1 5

top bottom

Application for stationaries and documents Design guideline for shopping bag

The official items (letterhead, stationary, forms), the decorative items (utensils, uniforms) and promotional items (advertisement, leaflets, brochure, posters) are developed. The combination of the type style and image style determines the tone of voice of these pieces of design. I tried to translate the brand personality: “Trendy, Credible, Cheerful, Lively” to the design language: sizing, placement, scale, keywords in every touch points.


Poster design Graphic wall Graphic guideline A1 6

top bottom left bottom right


A1 7

I was assigned to design the new design of BOWLING’s sale corner prototype with the space design team. I designed a lively graphic element and selected the new material for the logo wall in the corner.


Phase>> managing assets

As the design review project manager, I authored the brand manual book for BOWLING’s house brand designers and brand managers to study about the new brand essential and understand the design guideline of brand’s communication. The brand manual book including essential informations such as brand value, brand personality, graphic design guideline, space design prototype in order to facilitate the correct application of the identity across a widespread usage.

Furniture for display A1 8

top


A1 9

top left top right bottom

Fashion stage design Fashion backdrop and logo mania backdrop Sale corner new design


TKO COMICS

Comic Publishing

Year : 2011 Purpose : Brand rereshing with changing its logo and brand positioning “TKO Comics”, the client wanted the new creation and implementing of brand identity and usages that can communicate brand value and increase competitive advantage. Scope of work : Consumer behavior research Design Research Brand Identity Accomplishment : After TKO Comics launched this new look of logo, there was bold and strong brand image which can communicate toTKO fans. They perceived the TKO brand value and have active brand awareness Website : www.tkocomics.co.th

A2 0

TKO Comics was founded on December 8, 2006 in order to edit, produce and publish Thai version of Japanese comics (a.k.a. Manga) licensed from well-known Japanese publishers such as Shogakukan, Enterbrain, Gentosha Comics, Flex Comix, Kodansha, Kadokawa Shoten, etc. There are 2 types of TKO’s Manga. One is the Classic Manga which have deep and profound stories. Another is independent and specific stories which are stories about professional career such as chef, doctor, flight attendant, etc. The professional and expert of these Manga types can defined the segmentation and positioning of TKO publishing to be the leader of grown up comics

Nonetheless, the executives thought that sale rate increase slowly because it is quite small and niche in this Manga’s fans. Manga reader prefer fun, exciting and easy story to understand because it can make them relax easier. Moreover, most of the Manga fans cannot recognize the identity of TKO Publishing, they can only remember the name of Manga that published by TKO. As a consequence, there is no brand awareness in customers. The client wanted to rebrand by changing its logo and design elements. The solution - Acute Triangle concept - was built around the idea of “Book of Life”, and provided recognition and expression within a unified and coherent corporate identity. As a result, I illustrated the Brand symbol and identity graphic element: Asymmetrical Triangle which represent the philosophy of TKO - lifestyle comics - to used along with the logo and launch it on the new book sleeve and webpage. What I learned most about this project was that, how to interpret the data from research conclusion to brand core value and create brand identity to communicate total brand experience. As the brand’s existing fans used to realize the blur brand image and brand experience.


Phase>>

Phase>>

conducting research

clarifying strategy

The interviewing show that there are 2 groups of TKO’s fan who have difference perception of TKO’s brand personality and brand value. One is perceive that TKO is 18-20 years old boy, action comic, strong, extreme. Another think that TKO is 6-7 years old kid, naughty.

Research Methodology : 1. Observation (eye tracking, customer experience, ethnography) 2. Interview 3. Trend analysis 4. Competitive analysis

As the report of research, consumer confuse in brand perception of TKO. Because, the design language of existing logo was not related to the theme of selected stories by TKO Publishing. Consequently, the client desired to rebrand TKO by changing the logo and visual element of TKO. The observation also played the important role of this research. We observed 4 major comic stores in bangkok, also secondary data of its 5 main competitors’ research. The raw data (including the consumption trend and logo design trend research) are collected and analyzed by research team. Then the brand strategies and design team used these datas as resources for predicting the strategy and implementing the design. I involved in all phases.

As with all of our projects, we started by researching the market and understanding the issue faced as well as conducting primary research among consumers. Observation and interview were used to formulate a view of consumers’ perceptions of TKO in the market. Consequently, we recruited both TKO’s fan and competitors’ fan. It became clear that a few publishing were recognized by logo and theme of selected stories. But, TKO was realized by only the theme of selected stories.

Consumer

Corporate Needs

Incorporate with brand perception Realiable Copy right

Conceptual logo 3D logo Minimal logo

Brand Strategy Bold, Independent, Tangible, Imagination and lively Creative, Sophiticate Direction

Mega-Trend

Leader in grow up comic Indy comic Quality and trust worthy

Avoid - Red color - Iconic logo

Difference

Competitors

4 Universe platform A2 1

top

Value


Phase>>

top

identity sketches

designing identity

As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram. Design strategy is to make the new logo outstanding than others brand on the shelf. “Life style comic” reflects the lively and independent character. I developed a number of design concepts for Initially, sketches included designs that were based on the variety designs of the word “TKO” typeface and some graphic element composition.

A2 2

bottom

Main identity element

The final logo is the letter type. The design reflect the main idea of ‘book of life’ which TKO present brand in the unique, independent and powerful ways. I designed the typeface logo type by bevel the san serif of the “T”,”K” and “O” letter. Moreover, I use illusion technique at the letter “O” by combined mustard yellow triangle element over to letter “o” which illustrate the figure of books. The Character of Indy , Young, Energetic and Modern through the design.


The colors in both logo and graphic element are distinctive and differentiate the brand. The logo was designed to work on white, grey and black backgrounds, as well as on a single color and solid color which is usually use in comic cover.

Top Left Top Right

Logo usage on white and black background Main brand logo and sub brand logo

Phase>> creating touchpoints

The main touchpoint of TKO is comic book cover. As, the solve line and solid color of triangle on the book’ spine. The combination of the graphic element, identity color, page layout can make impact when books are arranged on the shelf. Moreover, placing the identity element in the same position can make the brand recognition when first launched.

Main identity color and secondary identity color Coloring in comic categories A2 3

Bottom Left Bottom Right


A2 4

top middle bottom

The consistency of the white cover sleeve and the TKO new logo The consistency of the black cover sleeve and the TKO new logo The consistency of the muti-color cover sleeve and the TKO new logo


Phase>> managing assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guidelines for the launch of the brand including the logo usage instruction and other guideline designs such as website, brochure, marketing material, etc. This helped to orchestrate the branding efforts undertaken by client’s in-house designer.

Website design guideline TKO booth is at Thailand Book Fair, Queen Sirikit National Convention Center A2 5

Top Bottom


BAR B Q PLAZA

Self self-cooking barbecue restaurant

Nonetheless, the executives thought that the fresh, fun and friendly experience could not found in other term of the brand contact points. Moreover, every new competitors were elevated and developed their brand experience designs. As a consequence, customers have more other choices. What I learned most about this project was that, how to interpret the brand core value to the correct total brand experience. As the brand’s existing fans used to think that retail is not the matter, the food is.

Bar B Q Plaza is in food industry, where there is a high level of competition. Over the past 20 years, Bar B Q Plaza has continuously building its network and expanding its branches. There are currently almost 100 branches with over 2,200 employees. As of today, Bar B Q Plaza is the biggest restaurant in barbecue and grilling category and is considered the 3rd biggest casual dining restaurant in Thailand. Nature of business, “BAR B Q PLAZA”, is a self-cooking Mongolian-and-Japanese style barbecue restaurant that customers can enjoy grilling by themselves. To take part in cooking like this makes dining at here becomes an enjoyable experience for families and friends.

The client wanted to rebrand without changing its logo. The solution - Boho friendly concept - was built around the idea of “The most enjoyable meal”, and provided recognisability and expression within a unified and coherent corporate identity. As a result, I illustrated the identity graphic element: Bar B Q’s Boho Graphic to used along with the logo and launch it with new retail prototype.

A2 6

Year : 2009 Purpose : Without changing its logo and brand positioning “Fresh, Fun and Friendly FOOD for Family and Friends”, the client wanted the new creation and implementing of brand identity and new retail prototype that can communicate brand value and increase competitive advantage. Scope of work : Design Research Brand Identity Signage system design Accomplishment : After BAR B Q PLAZA launched this new look for 1 year, the brand’s turnover was increase almost 40% compared to the year before its rebranding. Website : www.barbqplaza.com

In order to fulfil the aims and to gain an understanding of the job in hand, Baramizi evaluated the existing BAR B Q PLAZA and its competition, the company value, the global consumption and restaurant design trends, and the public’s needs and perception of BAR B Q PLAZA”.


A2 7

top New BAR B Q PLAZA shop front bottom New BAR B Q PLAZA restaurant interior design


Phase>> conducting research

Research Methodology : 1. Focus groups and photo collage workshop 2. Observation (eye tracking, customer experience, ethnography) 3. Trend analysis 4. Competitive analysis As with all of our projects, we started by researching the market and understanding the issue faced as well as conducting primary research among consumers. Focus groups and photo collage workshop were used to formulate a view of consumers’ perceptions of BAR B Q PLAZA in the market. Consequently, we recruited both BAR B Q PLAZA’s fan and competitors’ fan. It became clear that most of them had positive opinion about

A2 8

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The previous version of BAR B Q PLAZA restuarant design Focus groups and photo collage workshop

BAR B Q PLAZA’s food but negative opinion about its store design : “it looks cheap” “it was like sitting in a school’s canteen or old train’s dining room” “there is no design standard”. It had been no any retail manual book before we met the client. As you can see from the pictures below, there are too many variety and different styles of the store design. So, we asked the respondents to create their ideal BAR B Q PLAZA’s brand personality and ideal restaurant design in the photo collage workshop. The observation also played the important role of this research. We observed 6 major stores in the important and crowded area of bangkok, also its 4 main competitors. The raw data (including the consumption trend and restaurant design trend research) are collected and analysed by research team. Then the brand strategies and design team used these datas as resources for predicting the strategy and implementing the design. I involved in all phases.


A2 9

Observation (eye tracking, customer experience, ethnography) from store approaching patterns, before dining, during dining and after dining.


Phase>> clarifying strategy

C onsumer (consumer need)

3

3

BBQ

2.5

C onsumer (consumer need)

2.5

BBQ

2

2

1.5 1

1.5

0.5

1

0

0.5

-0.5 -1

Lo go

Co l or

Ma

0

sc ot

Me Pr od nu uc t

Ac Un P. Ut O. en tiv ifo S. si l i ty rm M. s

m

oo d

flo fr o or nt sh &t op on e di

wa sp

ll

ut ns

ils

ce ilin

Value Creative fun experience Friendly Enjoyable

Brand Strategy Warm, caring, Friendly, Fresh, Fun, lively Creative, Dynamic Direction

Avoid -Oriental modern

Difference

Mega-Trend

top left top right bottom

Competitors

Graph compares previous BBQ’s contact point quality and customer’s expectation Graph compares previous BBQ’s contact point quality in retail and customer’s expectation “4 Universes research platform”

After almost a month of fact finding and analysing, we set a workshop with the client to discuss new brand strategy and design concept together, by using “4 Universes research platform” like all of our projects.

Phase>> designing identity

The design concept, “Boho friendly”, inspired from new Bohemian art: its friendly and independent spirit. I illustrated and developed the pattern that can communicate this idea as repeated it in the graphic environment used in the restaurants. A3 0

so lig pe fr a m rn ur un nd ht gr it u al ing d an an re wa ce t ll

Corporate Needs

Dynamic Interactive life style Nature intervene Happy Easy

fu

la y

Consumer

Fun (color) Warm Smart

g

The logo alone does not make an identity. “BAR B Q boho graphic” are used besides the logo and applied them to a diverse range of relevant applications in order to assess the strength and flexibility of the design. The design guideline stage allowed me to explore the creative potential of an identity by simulating a branded world. The goal for the new identity was to explore the versatility of the “BAR B Q boho graphic” elements and to develop supportive design elements if necessary.


Brand strategy “BAR B Q Boho graphic� and its design inspiration: little of bohemian style and geometrical offbeat forms A3 1

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The identity colors were chosen as the combination of red (which is the existing identity color). They also have positive environmental connotions and fulfill a number of practical requirements: visibility on livery, sufficient contrast between the element upon a background. It is also a screen-safe color palette used on the worldwide web.

The graphic identity was designed to work on white, yellow and red backgrounds, as well as on a single color and solid color version. Type style provides a brand with consistancy. ‘Worasait’ combines friendly personality and liberal spirit. It also work well in both English and Thai language, both printed and digital form.

A3 2

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The logo usage The brand identity typeface The brand color palette


Phase>> creating touchpoints

The official items (letterhead, stationary, forms), the decorative items (utensils, uniforms) and promotional items (advertisement, leaflets, brochure, posters) are developed. The combination of the type style and image style determines the tone of voice of these pieces of design. I tried to translate the brand posititoning: “Fresh, Fun and Friendly FOOD for Family and Friends�, to the design language: sizing, placement, scale, keywords in every touchpoints.

Stationaries Utensils Menu A3 3

top bottom left bottom right


Research demonstrated that Bar B Gon is the most popular character and every consumer attached to him. Bar B Gon is the existing mascot of Bar B Q Plaza. The TV commercial advertisement always communicated that he is a cute cheerful dragon that is friendly to children. He likes delicious food and can eat much food at a time. Bar B Gon finally is the symbol of the delicious taste of Bar B Q Plaza food even more than Bar B Q Plaza’s logo.

A3 4

Consequently, I illustrated Bar B Gon to be parts of the new graphic environment used in the retail prototype. For instance, I wrote and drew Bar B Gon’s story to used with the Boho graphic as trims around the store, also the Bar B Gon modern art that I used illusion technique by using many circles to create his outline.

Furthermore, I put him on the handle of the identity bag to make people feel that he or she is holding his hand. The another example of this is the T-shirt (brand souvenir), I drew his apron and his wing to make people who wear this T-shirt feel that he or she is Bar B Gon.

top left top right bottom left bottom right

Bar B Gon’s story Identity bag Bar B Gon Modern art T-shirt (brand souvenir)


In addition, I was assigned to design the decorative items like the graphic enviroment design. I used the brand typeface, language, photo and the brand color palette to carried the consistent brand message. The goal is to build trust in the service and total brand experience. The combination of these elements determines the tone of voice of these pieces of design that are able to fulfill the emotional and decorative purposes.

bottom left

BAR B Q Plaza’s Interior design An example of the BAR B Q Plaza’s graphic environment BAR B Q Plaza’s Interior design

A3 5

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Phase>> managing assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guildelines for the launch of the brand including the signage construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer, local design firms and manufacturers of branded materials.

A3 6

top bottom left bottom right

The consistency of the BAR B Q Plaza’s shop front The consistency of the BAR B Q Plaza’s shop front My BAR B Q Plaza’s shop front construction drawing sketches


Joom Zap Hut

Self self-cooking i-saan style suki-yaki restaurant

Year : 2010 Purpose : Creating and implementing new brand identity that can communicate with young generation and still keep old customers. (for this project Baramizi was assigned to create graphic identity elements for restaurant’s atmosphere) Brand positioning: “Sparkle Foods/Flavourful to my taste (customized taste)”, the client wanted the new creation and implementing of brand identity and new retail prototype that can communicate brand value and increase competitive advantage. Scope of work : Graphic Identity Brand Atmosphere Design Accomplishment : Jooom Zap Hut new brand design lunched in July 2011. As a result, the client had confidence to hire Baramizi for their next sub-brand rebranding project and retail prototype design project. Website : www.barbqplaza.com

A3 7

Joom Zap Hut is the leader of Thai fusion food: mixed of Thai cultural values: especially i-saan style sukiyaki food. Joom Zap Hut consider about food research, fresh material sourcing, fresh cooking.The Joom Zap Hut’s uniqueness is providing the customer to choose and customize their own soup’s taste. They have more than 10 types of Thai Herds and Spices which make the customer can get the nutrition from the Herbs and Spices as well.

As of today, Joom Zap Hut is one of the the biggest restaurant in boil and steam category and is considered the 3rd biggest casual dining restaurant in Thailand. Nature of business, “Joom Zap Hut”, is a self-cooking Thai I-Saan - Japanese contemporary style sukiyaki restaurant that customers can enjoy cooking by themselves. To take part in cooking like this makes dining at here becomes an enjoyable experience for families and friends. Nonetheless, the executives thought that the fresh, fun and friendly experience could not found in other term of the brand contact points. Moreover, every new competitors were elevated and developed their brand experience designs. As a consequence, customers have more other choices. What I learned most about this project was that, how to interpret the brand core value to the correct total brand experience. As the brand’s existing fans used to think that retail is not the matter, the food is. In order to fulfil the aims and to gain an understanding of the job in hand, Baramizi evaluated the existing Joom Zap Hut and its competition, the company value, the global consumption and restaurant design trends, and the public’s needs and perception of Joom Zap Hut.


A3 8

top New Joom Zap Hut shop front middle New Joom Zap Hut restaurant interior design bottom New Joom Zap Hut graphic identity pattern


Phase>> conducting research

Research Methodology : 1. Executive interview and photo collage workshop 2. Trend analysis 3. Competitive analysis As with all of our projects, we started by researching the market and understanding the issue faced as well as conducting primary research among consumers. For this project - short time project- we set a workshop with the client to discuss new brand strategy and design concept together, by using “4 Universes research platform” like all of our projects. Photo collage workshop were used to formulate a view of new brand’ perceptions of Joom Zap Hut in the market.

From the photo collage map workshop, we can conclude the new brand’s image for Joom Zap Hut. The client wanted to rebrand with changing its logo by their in-house design team. The solution - Sparkling Boho concept - was built around the idea of “Sparkling Life, Flavorful to my taste ”, and provided recognition and expression within a unified and coherent corporate identity. As a result, I illustrated the identity graphic element: Joom Zap Hut ’s Sparkling Boho Graphic to used along with the logo and launch it with new retail prototype. Simplicity Nature Charm Authentic

Traditional

Design

Memory

Modern

Historical

Phase>>

Discovery Travels Ethnic

clarifying strategy

Somewhere else

Consumer

Corporate Needs

Fun (customized taste) Creative Family, Friend

Dynamic Interactive life style Nature intervene Happy Easy

Prospective Contemporary

Classic

Value Creative fun experience Friendly Enjoyable

Brand Strategy Chic, Friendly, Confident, Sincerity, Smart, Dynamic Direction

Mega-Trend

Avoid -Traditional Style

Difference

Competitors top “Design Trend conclusion graph ” bottom “4 Universes research platform”

A3 9

As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram. Design strategy is the using of variety of veneers (colors, texture, etc.) and playing with colors, shape & form, proportion design


Smart, Cool Lively Brighten a little eclectic Modern casual Motif

Nature Uniqueness Warm

Brand strategy “Joom Zap Hut Sparkling Boho graphic� and its design inspiration: little of eclectic style and geometrical offbeat motif A4 0

top bottom

Chic


top

Joom Zap Hut Sparkling Boho Graphic implementation and sketches

After almost a month of fact finding and analysing, we set a workshop with the client to discuss new brand strategy and design concept together, by using “4 Universes research platform” like all of our projects. Phase>> designing identity

A4 1

The design concept, “Sparkling Boho”, inspired from new Bohemian art combine with I-SAAN traditional motif: its sophisticated, a little luxury and independent spirit. I illustrated and developed the pattern that can communicate this idea as repeated it in the graphic environment used in the restaurants.

The logo alone does not make an identity. “Joom Zap Hut Sparkling boho graphic” are used besides the logo and applied them to a diverse range of relevant applications in order to assess the strength and flexibility of the design. The design guideline stage allowed me to explore the creative potential of an identity by simulating a branded world. The goal for the new identity was to explore the versatility of the “Joom Zap Hut Sparkling boho graphic” elements and to develop supportive design elements if necessary.


สีดำ = Pantone Black C0 ,M0, Y0, K100 สีเนือ้ = Pantone 7422 C (Transparency = 40%) C0 ,M9, Y5, K0 สีเขียวเขม = Pantone 582 C

C 0, M 29, Y 91, K 0

สีเขียวออน = Pantone 5787 C

C 7, M 0, Y 31, K 13

สีนำ้ ตาล = Pantone 723 C

C 0, M 43, Y 97, K 17

สีเหลืองทอง = Pantone 116 C

C 0, M 16, Y 100, K 0

สีเต็ม

สีเดียวบนพืน้ หลังทีม่ สี ี

The identity colors were chosen as the combination of green (which is the existing identity color). They also have positive environmental conditions and fulfill a number of practical requirements: visibility on livery, sufficient contrast between the element upon a background. It is also a screen-safe color palette used on the worldwide web.

สีเดียว

สีเต็ม Transparency = 50%

สีเดียว Transparency = 50% สีเรียบ (Solid one color)

สี Grey Scale

The graphic identity was designed to work on white, green and black backgrounds, as well as on a single color and solid color version. Type style provides a brand with consistancy. ‘Kunlasatri’ combines Thai comtemporary spirit and chic personality. It also work well in both English and Thai language, both printed and digital form.

ตัวอักษรภาษาไทยสำหรับหัวเรือ่ ง

Kunlasatri ¡¢¤§¨©ª«¬Þ®¯°±²³´µ¶·¸¹ º»¼½¾¿ÀÁÂÃÅÇÈÉÊËÌÍÎ

ตัวอักษรภาษาไทยสำหรับเนือ้ ความ

Browallia UPC กข คงจฉชซฌญฎฏฐฑฒณดตถทธนบปผฝพฟภม ยรลวศษสหฬอฮ

ตัวอักษรภาษาอังกฤษสำหรับหัวเรือ่ ง

Kunlasatri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ตัวอักษรภาษาอังกฤษสำหรับเนือ้ ความ

Browallia UPC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

The brand primary graphic identity The brand color palette The brand identity typeface A4 2

top left top right bottom

สีเต็มบนพืน้ หลังทีม่ สี ี


Phase>> creating touchpoints

การปรับสีสามารถปรับไดตามอารมณของเทศกาลทีต่ อ งการใช ดังตัวอยาง ตัวอยางการปรับสีลวดลายเพือ่ ใชในเทศกาลตางๆ

ลวดลายสำหรับเทศกาลฤดูรอ น

ลวดลายสำหรับเทศกาลฤดูหนาว ลวดลายสำหรับหัวขอวันสงกรานต

**การกระจายออกของลาย จะตองเก็บความ เปนกลุม ลาย และความผสมผสานเอาไว

ลวดลายสำหรับเทศกาลคริสตมาส ลวดลายสำหรับเทศกาลวาเลนไทน ลวดลายสำหรับเทศกาลตรุษจีน

Smart, Cool

Brighten

aeclectic little

**การกระจายออกของลาย จะตองเก็บความ เปนกลุม ลาย และความผสมผสานเอาไว

Lively

Motififi Modern

NatureWarm casual C ic Ch Uniqueness

รายละเอียดการใชงานบนพืน้ สี

- ตัวอยางการใชงานบนพืน้ หลังสีตา งๆ ของลวดลายตนแบบ

A4 3

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- ตัวอยางการใชงานบนพืน้ หลังสีตา งๆ ของลวดลายตามเทศกาล

The brand identity usage, color usage guideline and design guideline in annual occasion


Phase>> managing assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guidelines for the launch of the brand including the signage construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer, local design firms and manufacturers of branded materials. The consistency of the Joom Zap Hut ’s interior design The consistency of the Joom Zap Hut and BAR B Q Plaza’s shop A4 4

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THE NINE

A community mall on RamaIX road

Year : 2010 Purpose : Creating and implementing new brand identity and graphic signage in the community mall. Scope of work : Brand concept Brand Identity Signage system design Accomplishment : After sending the final works, clients have confidence in our organization to hire us for their next project: corporate group rebranding. The Nine Neighborhood Center is opening in June 2011. Website : www.thenine.co.th/en

A4 5

The Nine Neighborhood Center is located on 22,400 square metres land as the first Neighborhood Center on Rama IX road. The Nine will become a part of future route, Airport Rail Link, and will be the meeting point en route to Suvarnabhumi Airport and East side of Bangkok. It is the semi open air lifestyle center in which the design and decoration are applied with Tropical Village concept, natural, and eco-friendly, compatible with the theme of the Project. The rental office building located in The Nine area is expecting to generate high traffic of customers as there will be up to 3,000 officers and visitors during working hours. The Nine becomes the new convergence of lifestyles that facilitate comfort, nature feeling, and cozy atmosphere for customers, as the meeting point for social gathering, shopping, and recreational places on Rama IX road.

The Nine required a new brand identity that would reflect their status and project design concept. The brief was to create a brand concept and logo for this new community mall. Baramizi was appointed as branding consultant after winning a competitive pitch. This is one of the most outstanding achievement of mine as I was assigned to be a part of project manager team and art director team. For this project, we begin with the small research about the site’s problem, competitors study, and logo trend 2010 study. The inspiration for the new brand identity was drawn from the tropical forest. Both colors and typographic style used for The Nine logo and brand communication evokes freshness and uniqueness from other shopping mall in Bangkok. The color of black is not normally associated with Thai shopping retails, but its use heightens the vibrancy and visibility of the color illustrations, unifying the elements of the identity and establish black as the common corporate color. After working closely with the client’s executives, we synthesised the brand strategy, from brand DNA to brand slogan, and translated them to the brand identity design.


My first logo design sketch and retouched image that caused Baramizi won a competitive pitch. The final design of the identity and graphic signage outside and inside of the community mall. A4 6

top middle and bottom


Phase>>

Phase>> conducting research

clarifying strategy

Site’s problem

Corporate Solution

Fast driving cars Turning point of the street People overlook

Sequential logo design Transparency & colorful colors

Value

Brand Strategy Brand DNA Neighborhood Integrated Nature Environment Eye-catching colors Direction

Competitors top middle bottom

A4 7

designing identity

Luxury style

Difference

Mega-Trend

Phase>>

Community mall which is a meeting point of the neighbors

“4 Universes research platform” and Brand strategy Logo design inspiration My logo sketches


As with all of our projects, we used “4 Universes research platform” to identify problems and synthesis the opportunity for the brand building, as you can see from the diagram on the previous page. Brand strategy is based on the project name’s spelling: N-I-N-E (Neighborhood/ Integrated/ Nature/ Environment). I developed a number of design concepts for The Nine brand mark based on the brand DNA and the brand name. Initial sketches included designs that were not based on the leaves elements.

The final logo incorporate the leaves encircled number nine. The design reflect the idea of ‘development, growth and integration’. I were inspired by beauty of the tropical plants: their patterns, shadow and shade. Moreover, I added a sequential design technique and tranparent bright colors that exhibit modern and fresh image, and convergence of various lifestyles. The colors in both logo and graphic element are distinctive and differentiate the brand. The logo was designed to work on white, grey and black backgrounds, as well as on a single color and solid color.

Your place, your neighborhood.

Final logo and clear space (logo usage) Logo usage in full color, single color and solid color The variety of graphic identity usage A4 8

top bottom bottom


The Nine’s brand DNA, N-I-N-E (Neighborhood/ Integrated/ Nature/ Environment), were translated to every contact points of the brand: from signages to shopping bags.

Phase>> creating touchpoints

The 5 overlapped leaves can also be used seperately from the logo, as a graphic element, to act as a strong icon. The icon also acts as colorful tropical forest that can be seen from long distances. Besides, it can be used in alternative colors in special occassions, for instance, the red-yello tone in Chinese’s new year event, the pink tone on Valentine’s day or any appropiate colors in annual events. top middle bottom

the nine

A4 9

xx/xxx Rama IX Rd. Suanluang Bangkok 10250 Tel : (66)2-620-7485-9 Fax: (66)2-620-7999 www.thenine.co.th

Web page design guideline Graphic element usage (in special occasions) Stationary design : letter paper, envelope, CD and its cover and business card.

Modern Art exhibition

Chinese’s New Year event

Earth day

Valentine’s day


Your relaxation. วันผอนคลายของคุณ

Your liveliest community mall on Rama IX road.

คอมมิวนิตี้มอลลหนึ่งเดียวในพระราม 9

Your pleasure.

ความเบิกบานของคุณ

Your savor.

รสสัมผัสของคุณ

Your discovery. การคนพบของคุณ

Your freshness. ความสดชื่นของคุณ

All graphical and typophical elements of a brand identity need to support the position of a brand and fit with each other. If this is achieved the identity will be distinctive, relevant and flexible. In the first stage the primary identity elements are designed (name, logo, colors). Then the secondary identity elements are developed (image style, type style, layout style, tone of voice). Last but not least, the design guideline of the brand’s contact points: signalling, official, informative, decorative and promotional items.

top “Your” Advertisement design series bottom Advertisement design A5 0

For the promotional items, such as advertising and literature (leaflets, brochures), slogan and language is very essential. The brand slogan : “Your place, your neighborhood” reflects the friendly and affable character. I also repeated them in the advertising series of “Your...” to make the customer feel closed to the services in the project. The intention was also to create a brand for meeting point that talked and act like the neighborhoods’ place. As you can see from the advertisement series... Your relaxation : Spa and wellness Your pleasure : Trendy shop Your discovery : Education, Book store Your savor : Coffee and bakery, Restaurant Your freshness : Supermarket


ที่จอดรถ ที่จอดรถใตดิน ทางออก ถ.พระราม9 ซ.41 N ow Ope n

A5 1

East village

top Signage system design bottom In-construction site wrap-up (artwork)

west village

market

For the informative and signalling items like the signage system design, I used curves from the logo to create shape and form of them. Furthermore, I visualized the black background, the brand typeface (the alphabet and numerals) and the brand color palette to carried the consistent brand message. The combination of these elements determines the tone of voice of these pieces of design that are able to fulfill the functional, emotional and decorative purposes.


Phase>> managing assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed interim guildelines for the launch of the brand including the signage construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer and manufacturers of branded materials. Signage design are in mock-up stage. The contractor is checking my design in real scale before final production. middle In-construction site wrap-up bottom Billboard A5 2

top


AVIVA

long stay resort

Year Purpose

Scope of work

A5 3

Website

: 2011 : Creating and implementing new brand identity for the new resort at Prachuab Khiri Khan province, west of Thailand. : Brand strategy Brand Identity Marketing Material Design : www.avivathailand.com

Aviva resort is located at Kho Krood, Prachuab Khiri Khan province, west of Thailand. The client wanted to develop the existeing resort business by repositioning and rename the resort. The client focused on lond stay resort for Scandinacia people. As a result, the new resort’s name is AVIVA that mean fresh, lively, springlike. I designed the typography logo which illustrated the reflect effect of sunlight on the sea inside the word aviva. It repersented the concept of happiness, freshness of people who come and stay their holiday at the resort. In addition, the color and interloging of circle unit in the logo repersented movement and enjoyment which can reflect the resort’s solgan - longivity happiness.


A5 4


B0 1


DESIGN RESEARCH


KFC vol.4 Restaurant design evaluation

Year : 2011 Purpose : To evaluate the customer satisfaction for the KFC vol.4 store design and compare between the KFC Vol.4 store design and McDonald’s store design. Scope of work : Design Research Research conclusion Design recommendation

After the store renovation of KFC that abided by restaurant planning manual volume 4 has carried out for a while, KFC would like to evaluate the work based on consumers’ feedback (perception and satisfaction) towards this new volume and to study about the retail design developing system to improve KFC total brand experience. Consequently, the objectives of the project are 1) To evaluate the customer satisfaction for the KFC vol.4 store design both functional and emotional value in all customer contact points.

B0 3

2) To compare between the KFC Vol.4 store design and McDonald’s store design. Ask for the consumer comments about the store design, strength and weakness of each contact point. The conclusion will be used to reinforce the strength and fix the weakness.


Business development team must collect the data from -Design research -Design criteria -Brand objective -Marketing strategy 2011

Analysis A Brief designers

Design Desig gn research Tracking, racking, g Evaluate g, Eva v luate va e

Design strategy On‌.2011

Implementation/ Action

B0 4

top Retail evaluation process bottom Focus group


Methodology : Qualitative study the methodology consists of 3 parts 1: Focus group (main methodology) To study the customer satisfaction for the KFC Vol.4 store design then compare with McDonald’s. We recruit the target respondents from 2 sites to be the representative : ZeerRangsit and Esplanade Rattanathibet. a. To collect the data from the group discussion by Q&A. As the study is centered around the consumer experience, which could be difficult to articulate or be at subconscious level, we will rely on special research methodologies / techniques in addition to normal Q&A focus group discussion b. Evaluation (Rating) c. Participatory (3D visualization scenario,Material) Time: Approximately 3 hours in each group RD : 6groups of 8 people each

Research Process Diagram

4. Magik 3. Development Direction • Design Criteria

2. Details Recheck • Design Elements

��Overall Recheck • Mood & Tone • Perception

2 :Design trend study (supporting methodology) To study the consumption trends and design trends from 2009 global trend which will be the foundation of 2011 Thailand trends. Then use them as references for making the 3D visualization scenarios.

B0 5

3 : In-store observation (supporting methodology) To study the behavior in the store of both KFC and McDonald’s Esplanade Rattanathibet.

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Rating and the score Research Process

• Mood & Tone • Design Technique


RD are comparing between the KFC Vol.4 store design and McDonald’s store design RD are commmenting on the 3D visualization scenarios. B0 6

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Consumer (Designer) In-depth interview Need Believe Behavior Attitude

Sale Volumn

Corporate

Trend Framework study Influence

Wood Veneer Trend Color Pattern Texture Other decorative Items trend Popularity

Direction

Books News Social Technology Economy Environment

Impulsed Interior Decoration

Design Trend

My main responsibility was leading this project by managing research team (such as recruiting the respondent, interviewing, and questionaire and tools design), investigating data and synthesizing the design strategy.

B0 7

top middle bottom left bottom right

Methodology used in design research In-depth interview Out put example: wood veneer trend 2011 Research tools example: Evolution of interior style


COCA COLA ASEAN Design research and space planning for their office renovation.

Scope of work :

: :

2011 Explore the office design strategy Design research Design strategy Interior design (next phase)

The objective of the project is to 1. User Insight : to study user’s working behavior and to collect specific opinion from the user. 2. Explore the office design strategy : to create office renovation planning and to create the design strategy that include all the important contact points such as space planning, wall, ceiling, etc. The conclusion will shape the design key to answer the specific needs of user which are able to achieve the goal, while managing the investment wisely and promote the corporate brand image in the same time. B0 8

Year Purpose


Research methodology : 1. Observation 1 day at office – all department 2. In-Depth Interview 55 samples Q&A (Profile, Culture, Attitude, Working Habits, Mood & Tone, Perception, etc.) Participatory (Image collage) 3. Secondary data Office Design Trend Office Design Case Study (Best Practice)

Outcome

Scope of work : 1. Design Research 1.1 User Need (Psychology, Physiology) 1.2 Corporate Culture 1.3 Corporate Identity 1.4 Physical Site 1.5 Art & Design Trend 2. Design Strategy 2.1 Space Program Sheet Space Allocation Spatial Relationship Diagram Function Diagram, Zoning, Area, Etc. 2.2 Mood & Tone 2.3 Design Criteria (How to, How not to)

• • •

Emotional Requirement

Area Requirement

Mood & Tone

Corporate Interior Develop Plan / Roadmap

• •

• •

• • • • • B0 9

Functional Requirement

• • •


Ideal office collage map

Which pictures are NOT your ideal Coca-cola office

B1 0

Which pictures are your ideal Coca-cola office


Interior design program development chart

How? What?

How? What?

What?

123

How?

1. 2. is=?

3.

4.

ought to be ?

What? What?

Step 1 : Research

5.

Step 2 : Analysis (Goal statements) Step 3 : Design Strategy (Area requirements, mood and tone) Step 4 : Prioritize (base on possibility) Step 5 : Design

1.Inspiring space

: fun, challenging, dynamic feeling booster!

2. More privacy

: but not an isolate space!

3. More view

4. Encourage spontaneous informal collaboration

5. Represent Coca Cola’s brand : refresh the world, live positively, world class brand

6. Lively, fun, refresh, homey, green

mood and tone

Design goal statements Functional goal statements 1. Inspiring space : fun, challenging, dynamic feeling booster! 2. Need more privacy but not an isolate space. 3. Need more view. 4. Encourage spontaneous informal collaboration

B1 1

Emotional goal statements 5. Represent Coca Cola’s brand : refresh the world, live positively, world class brand 6. Lively, fun, refresh, homey, green mood & tone.


B1 2

• •


C0 1


GRAPHIC DESIGN


C 03

Logo / Business card/ Brochure

Goodwill : Water Service


พงษกรณ อริยอมรพิศ Phongkorn Ariyaam าล

พนักงานฝายจัดซื้อ / Purcornpisal hasing Executive

k spare parts s & all kinds of truc รฐานระดับ ISO utor for truck wheel เภท ดวยคุณภาพสินคามาต We are main distrib ถกะบะและรถบรรทุกทุกประ ศูนยจัดจำหนายกะท

ะลอ อะไหลร

พุฒิพัฒน พิพัฒนศิร ิกุล Put

tipat Pipattanas ผูจัดการทั่วไป / General irikul Manager T 02-153-3456-7 F 02-153-3458 M 08-1901-1209 pitak_pi@hotmail.com www.maxxwheel.c om

T 02-153-3456 F 02-153-3458 -7 M 08-3884-9448 pipat_motor@hotmail.co m www.maxxwheel.co m บริษัท พิพัฒน อินเตอร ศูนยอะไหลรังสิต 56/33ก3รุป จำกัด หมู6 ถนนพหลโยธิน ต. คลองหนึ่ง อ. คลองหลวง จ. ปทุมธานี 12120 56/333 Moo 6, Phaholyoth Klongnueng, Klongluang in Road, , Pathumthani, 12120

บริษัท พิพัฒน อินเตอร

กรุป จำกัด ศูนยอะไหล รังสิต 56/33 56/333 Moo 6, Phah 3 หมู6 ถนนพหลโยธิน ต. คลองหนึ่ง อ. คลองห olyothin Road, Klong nueng, Klongluang, ลวง จ. ปทุมธานี 12120 Pathumthani, 12120

C0 4

Pipat Intergroup: www.maxxwheel.com C0 4

Logo / Business card/ Brochure


a gerber

gerber a

er

silverst

silvers

ter

instruction

gerbera

gerbera

silverster

silverster

Bulk White Gerbera Daisy Flowers have colorful daisy heads that are nearlyflawless in form. Our Gerberas are known for their award winning premium quality and long lasting vase life. White Gerbera Daisies are bold and beautiful fresh flowers that would adorn any table

เยอบีราเปนไมดอกที่เจริญเติบโตรวดเร็ว และแตกหนอเพิ่มจำนวนในกอขึ้นเรื่อย ๆ จึงตองการปุยมาก แตถาขาดธาตุอาหาร ก็จะแสดงอาการขาดธาตุอาหาร ใหเห็นไดเร็วและชัดเจนที่ดอกกานดอก และใบ จึงจำเปนตองใหปุยทั้งทางราก และเสริมทางใบควบคูกันไปการใหปุย เยอบีราแตละชวงจะไมเหมือนกัน และไมเทากัน

centerpiece, wedding bouquet or flower arrangement. Shipping included in the price.

special selected with care by

Kate H.

plenty flowers

plenty flowers

plenty happiness

MariamN.

plenty happiness

plenty happiness

Flower pot sleeve & bag C 05

plenty flowers

especially for

http://www.dasada-happiness.com/


ธีรพันธ ฉอประเสริฐโชค Theeraphan Choprachertchoc Chairman Tel Fax Mobile Email

66+2999 9999 66+2999 9999 668+9999 9999 info@thebaybangkok.com

บริษัท พีดีเอส เอ็นจีวี สเตชั่น จำกัด 1168/76 ชั้น26 ลุมพินีทาวเวอร ถ.พระราม4 แขวงทุงมหาเมฆ เขตสาทร กรุงเทพมหานคร

The Bay : Community Mall C0 6

Logo & Brochure


oc Theeraphan Choprachertch Chairman

Tel Fax Mobile Email

BayCliffDevelopment Co.,Ltd.

66+2999 9999 66+2999 9999 668+999 9999 f.com info@theprivilegeatbayclif

Patong, Kathu, Phuket 83150 39/117-122 Prabaramee Road, iff.com

www.theprivilegeatbaycl

C0 7

Marketing Material

http://www.theprivilegeatbaycliff.com/


บริษัท แจสมิน เอแมนนิตี้ จำกัด Jasmine Amenities Co.,Ltd. 43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย เขตบางเขน กรุเทพมหานคร 10220 43/830 Amarin-Nivej 1 Village, Paholyothin Rd., Anusawaree, Bangkhen, Bangkok 10220 Tel. 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421 Fax 66(0)-2791-4351 Email : info@jasmine-amenities.co.th www.jasmine-amenities.co.th

สมจิตร เลนวารี Somjit Lenwaree กรรการผูจ ดั การ Managing Director บริษัท แจสมิน เอแมนนิตี้ จำกัด Jasmine Amenities Co.,Ltd. 43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย เขตบางเขน กรุเทพมหานคร 10220 43/830 Amarin-Nivej 1 Village, Paholyothin Rd., Anusawaree, Bangkhen, Bangkok 10220 Tel 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421 Fax 66(0)-2791-4351 Mobile 66(0)8-1859-5490 Email : info@jasmine-amenities.co.th www.jasmine-amenities.co.th

43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย เขตบางเขน กรุเทพมหานคร 10220 43/830 Amarin-Nivej 1 Village, Paholyothin Rd., Anusawaree, Bangkhen, Bangkok 10220 Tel. 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421 Fax 66(0)-2791-4351 Email : info@jasmine-amenities.co.th www.jasmine-amenities.co.th

Logo & Stationaries

https://www.facebook.com/jasmine.amenities.9 C0 8

บริษัท แจสมิน เอแมนนิตี้ จำกัด Jasmine Amenities Co.,Ltd.


D0 1


MISCELLANEOUS


EMERGENCY TOILET Temporary toilet for flood victims Year Subject

: :

2011 Project coordinator, “Emergency portable toilet for flood victims” in flooding crisis 2012

Because of the severely Bangkok flood crisis in October 2011, I and my friends setted the event of making emergency toilet for flood victims at Faculty of Architecture Chulalongkorn University. We desired to use simply materials and easy making method to make the emergency toilet. Because, we wanted to deliver it to the victims’ hands as fast as we can.

D0 3

At the beginning, we wanted to make 200 emergency toilets in 2 days and delivered to the area that attack flood. We announced and asked for helping from our college friends by using social network - facebook. But, there is a very good respondence. We gained money for the sponsors and helping from public volunteers to help us make more toilet than the number we expected. Eventually, we extended the event and can delivered 6,740 sets of emergency toilet to over 40 flooding areas in Thailand. Moreover, this project was handed the Flood Relief Operation Chulalongkorn 1st prize oftoCotto's smart and styleofaward University to manage the project untill the situation relieved.


BOONCHU

30-years-traditional comedy Year Subject

:

:

2007 Community work President and producer of the Faculty’s hStage Play

D0 4

During the 3th year, I was a design director of special effect team of my faculty’s annual stage play. This 30-years-traditional comedy is the most reputable for creativity among student theaters. I had to manage almost 20 staffs of my production teams to set and run the special effect on the stage. This was one of the memorable experience for my personal development because it could strengthen my ability in shaping the idea how to sol ve the problems while working, process the best solution with all considered details and manage a team of students who came from different year. As a result, approximately 12,000 tickets were sold out for the 10 showings. Also, the executive board under my direction was able to gain the most profit in the faculty’s history (almost 1.5 million baht), which was donated to charities.


Year Subject

:

:

2006 Product Design

Cotto's smart and style award was the sanitary ware design competition. My team initiated innovative way of mass customization design and production inspired by consumption trends at that time.

D0 5

FulFill

The concept of this Sanitary ware design is to let the people fulfill the design by adding something or adjust the design and function by themselves. So the design would be dynamic and asymmetry to support things to be added by the user.


แบบที่ 1

Year Subject

: :

แบบที่ 2

2006 Logo Design

90th Anniversary of Chulalongkorn University Logo Design award was the spacial occasion design competition of Chulalongkorn University.

D0 6

The concept of this Logo design is to define the Thai style of number nine charactor to be the simplified of King’s crown element show the main value of Chulalongkorn University which is the top of university in Thailand, reliable, credible. The color pink blend into yellow represent the color of the King Rama V and the King Rama IX


PHOTO SHOOTING

D0 7

My interest


PAINTING & ILLUSTRATION D0 8

My interest

Sirin_Portfolio  

I worked as a brand communication designer. This is some of my works.

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