P
O R T F O L I O
L E E H U I M I N W E N DY
+65 81 819591 s e e k w e n d y@ g m a i l. co m w e n d y n i co25. tu m b l r. co m
B R A N D I N G / A DV ERT I S I N G / G R A P H I C D E S I G N
ve r s i o n 2 . 0
C O N T E
N T
B R AN D I N G C at We l f a re S o c i e t y B e at ’A B ox
ADVERTI S I N G H o m e A lo n e ( M i n i s t r y o f S o c i a l & Fa m i ly D eve lo p m e nt ) F i r s t Love, S e c o n d C h a n c e (S ave O u r St re et D o g s) AIBI AWA R E
G R APH I C D E S I G N
L E E H U I M I N W E N DY
H a p py C at Fr i e n d s M o n key Ye a r R e d P a c ke t D e s i g n
Hello! Thank you for dropping by @wendynico25 Here, she plays with ideas and creates with passion. She cares about the details and is a humble learner. Contact now for surprises!
02
CAT WELFAR E S O C I E T Y
Cat Welfare Society
DESCRIPTION Cat Welfare Society is a non proďŹ t organisation that does free island wide sterilisation for community cats in Singapore. Their main mission is to sterilise, mediate between residents and strays and to educate Singaporean on their cause. The brief is to help CWS through rebranding to spread their cause to the public and also to gain more volunteery help through this project.
03
B R A N D I N G / C AT W EL FA R E S O C I E T Y
R AT I O N A L Using warm colours, we want to convey the happiness of doing good for the society. It also brings up the mood instead of it’s previous branding that was just gray, white and dull. The colour consist of orange, white and a neutral blue. The feature of the logo portrays cws that made up a cat. The logo is also curvy to show the humanist side of an animal welfare group. It also suits the roundness of cats thus making the logo more
G I VE AWAY BA D G E S
CO P O R ATE I D ENTIT Y
meaningful and relatable.
04
VO LU NTEER TEE S H I RT
P RO C E S S B y ex p e r i m e n t i n g w i t h t h e s t r u c t u re o f C WS , v a r i o u s ve r s i o n o f t h e l o g o we re c re ate d a n d i m p rov i s e d . T h e t i p p e d e a r w a s a c h a l l e n g e a s t h e n o r m a l c at e a r i s u s u a l ly t i p p e d s l a n te d . H oweve r t h e  at a r t s t y l e m a ke s t h e s l a n t t i p u n n at u r a l , t h u s a b r i l l i a n t ve r s i o n o f c u r ve t i p p e d e a r w a s a d o pte d to s h ow t i p p e d e a r = s te r i l i s at i o n .
CO P O R ATE N A M ECA R D
05
B R A N D I N G / C AT W EL FA R E S O C I E T Y
06
C R E ATI V E PRO C E S S
C R E ATI VE PRO C E S S
CO PY WRITI N G
Save our st ray s, one m eow at a tim e. Vo lun t ee r t o s ave m eow. CO PY WRITI N G - PRO C E S S
Saving lives one meow at a time. Spay to save a furry meow. Sterilisation can save meow. Change, one meow at a time. Sterilise to save meow. Save our strays, one meow at a time. T Y PEFAC E
Daniel Black
Regular ( Print friendly )
07
Lato
( Print & Web friendly )
Regular Bold Black
B R A N D I N G / C AT W EL FA R E S O C I E T Y
TH E ART S T Y LE E X PER I M ENTATI O N
ART DIRECTION To attract the viewers from public spaces, colours are a key. The chosen colours are eye catching and complementary. The style is using silk screen digital art style. The 2 tone colours provides opportunity to experiment with cellophane play, thus conveying the message of a “sense of urgency� to the onlookers.
08
O U TR E AC H I N G B RO C H U R E & G R APH I C S
09
B R A N D I N G / C AT W EL FA R E S O C I E T Y
B RO C H U R E OV ERVI E W
10
PR I NT ADVERTI S I N G
S A VE 0 U R
S T R AY S 0W E M 0 N E AT A T IM E
NN UU LL 00 VV
SSA
T0 T0
catwelfare.org Run entirely by volunteers, we aim to save meows through sterilisation. We’re non-proďŹ t organisation and we believe in humane and effective measures to save our stray meows! Through sterilisation, we can bring down culling rate for our strays.
Cat Welfare Society
Visit catwelfare.org/sterilisation for more information.
11
B R A N D I N G / C AT W EL FA R E S O C I E T Y
Join ourcat stray cat sterilisation programme Join our stray sterilisation programme (SCSP)( through Trap Neuter Manage progr through Trap Neuter ReturnReturn Manage programme You can also be a mediator and help pet owt You can also be a mediator and help pet owners theirpets. love pets. their love
Visit catwelfare.org/volunteer for informat more inf Visit catwelfare.org/volunteer for more
NNTTEEEERR
E VE V SAA W W 00 EE MM
(SCSP) andmeows save meows ) and save (TNRM) with us. eamme (TNRM) with us. wners to reunite o reunite with with
BE A
IB R E SP 0NS
M E0W
0 WN E R
catwelfare.org catwelfare.org
Cat Welfare Society Cat Welfare Society
LE
catwelfare.org Take care of your pet meow and be a responsible owner. If you encounter any problems with the meows in your neighbourhood, please contact info@catwelfare.org for assistance. Cat Welfare Society
Visit catwelfare.org/mediation for more information.
formation. tion.
DESCRIPTION The series of poster aims to attract younger audience to learn about the mission and aims of CWS. It aims to spread brand awareness, gain younger volunteering responses and reach out to owners who require their mediation services. The art style conveys a sense of urgency to its audience and attract readership for it’s attractive bright colours. The copy is also well thought to be direct and relatable by using the word “Meow” to specialise it’s message for cats in need.
12
W EB L AYO U T
RATIONAL The website’s homepage directly introduces CWS. It eďŹƒciently spreads brand awareness and allow understanding of what CWS is about at a glance. Users will also be updated of latest news at the homepage. The sterilisation page brings users directly to youtube videos that teaches TNRM while introducing the various clinics that supports the island wide free cat sterilisation programmes.
13
B R A N D I N G / C AT W EL FA R E S O C I E T Y
V I E W T H E C A S E FI L M AT yo u t u b e . c o m /w atc h? v= RW5 N r 6 k0 m X A
RATIONAL The mediation page tells you what the mediation service will provide for the residence, cats and the cat owners. Education plays an important role in making our society a more peaceful loving one. It will provide potential owners useful information and encourage the enquiry of school educational visits.
E X H I B ITI O N AT S P U N LI M ITED S H OW
With the new collapse bar, the FAQ page will be free from wordy information and queries can be quickly searched through the search bar. Contact page provides essential hotlines and emails to the respective department for dierent matters. It is also displayed at fhooter for people to contact CWS eďŹƒciently. Footer consist of call to action for donations, volunteers and newsletter subscribtion. It also provides all other links that may be of interest to the members of public.
14
PRO P OS ED LO G O
B E AT ’A B OX
PANTONE Black C
PANTONE 116C
DESCRIPTION Made up of box seen in the 3 point perspective. The top layer shows arrow up which means growth for both business and academy. The other 2 sides each have a B to represent BAB for Beat’ABox. BRIEF Beat’ABox is a local business that does cajon retails and lessons. We are to rebrand the business and attract youths to participate in this new music culture.
15
B R A N D I N G / B E AT ’ A B OX / S I N G A P O R E ” S S P EC I A L C A J O N B R A N D
CO P O R ATE I D ENTIT Y
16
B R A N D G U I D ELI N E
17
B R A N D I N G / B E AT ’ A B OX / S I N G A P O R E ” S S P EC I A L C A J O N B R A N D
18
H O M E ALO N E
RADIO ADVERTISING
MUSIC: PIANO PIECE, DREAM BY EKO. BGM SHOULD NOT INTERFERE WITH NARRATION. SOUND: SFX OF VARIOUS DOOR CLOSING ETC. SFX: OPENING DOOR Ah Ma: You come back already? Why so late today? SFX: ROOM DOOR CLOSING Ah Ma: So late already still don’t want to sleep? SFX: COMPUTER TYPING SOUND Ah Ma: Are you going out again? SFX: DOOR SLAMMING Ah Ma: Where you go? What time you coming back? SFX: JINGLING KEYS, LOCKING DOOR Ah Ma: (in a small voice) am I deaf or is he deaf… VO: The silence may be peace to you, but it could sound just as deafening to them. Share your day with your elderly and feel the genuine love they could give. This commercial is brought to you by the Ministry of Social & Family Development
19
A DV ERT I S I N G / H O M E A LO N E / M S F
DESCRIPTION Client: Ministry of Social & Family Development Product: Elderly Being Neglected Title: Home Alone Length: 30 sec (Radio) Writer: Wendy Medium: Radio Listen at: https://soundcloud.com/wendynico25/when-you-ignore-them-they-feel RATIONAL When we ignore them upon their care and concern, it is a sign of negligence. The tone is direct and relatable.
20
FI RS T LOVE , S ECO N D C HAN C E
ISSUE There is a rise in pet abandonment. Animal shelters like SOSD faces space constraints causing more stray dogs to be culled. THE BIG IDEA To direct animal lovers and netizen to visit SOSD’s Mobile website. The website showcases featured stories of touching adoption encounters as well as allow users to share stories and learn from adopter’s experience. The website convenients the adoption process and also encourage people to tour the shelter.
21
A DV ERT I S I N G / S AV E O U R S T R EE T D O G S/ F I R S T LOV E , S EC O N D C H A N C E
AIBI
DESCRIPTION A 30 secs advert for AIBI. Don’t waste useless eff orts to excercise by doing shopping, housechore etc. Choose the effective way to excercise. There’s a better way to exercise. Use AIBI. Featured on SP DESIGN Youtube: https://www.youtube.com/watch?v=Z5vPEN-H66E
Director: Samantha, Clarissa Storyboard: Samantha, Clarissa Camera Woman: May Wu Video Editor: May, Samantha Script: Wendy Sound: Annette Khaw
A DV ERT I S I N G / A I B I / T H ER E ’ S A B E T T ER WAY TO E X ER C I S E
22
AWA R E
举手，是种开始。 To raise a hand is to start.
举手，是种警告。 To raise a hand is to warn.
举手，是种武力。 To raise a hand is to dominate.
举手，可以改变。 To raise a hand is to change.
DESCRIPTION A 30 secs advert for AWARE. The ad talks about how raising hand could mean well or harm. In this case, it promotes speaking up thus raising hands to change instead of suffering under the hands of other people. Director: Samantha Chee (sound) Storyboard: Samantha, Wendy Camera Woman: Wendy Lee Video Editor: May Wu, Samantha Script: Clarissa Mok, Annette Featured on SP DESIGN Youtube: www.youtube.com/watch?v=6yZjk57yvwQ&list
23
A DV ERT I S I N G / AWA R E / TO R A I S E A H A N D I S TO C H A N G E
1
2
3
Cut
Cut to
Cut to
4
5
6
Cut to
Cut to
7
8
9
Cut to
Cut to
Cut to
10
11
12
Cut
Cut to
Cut to
13
14
15
Cut to
16
Cut to
17
18
Cut to
24
HA PPY CAT FR I EN DS
25
G R A P H I C D E S I G N / C WS/ H A P P Y C AT F R I EN D S
DESCRIPTION A series of cat character illustration done during the ďŹ nal year project on cat welfare society. The graphics are placed on suggested merchandises.
26
M O N K E Y Y E AR R ED PAC K E T D E S I G N
猴年大吉
猴年大吉
猴年大吉
DESCRIPTION A set of red packet design for the year of monkey. It features gold, red and turquoise for the festive season. It is new and exciting with embossed gold foil of monkey shape. The monkey shape is also crafted with details and elements of the oriental shapes and patterns. Overall it is simple and sophisticated.
27
G R A P H I C D E S I G N / M O N K E Y Y E A R R ED PAC K E T D E S I G N
DESCRIPTION A set of red packet design for the year of monkey. It features printed oral and chinese cloud elements. This design is a pocket sleeve. A new and refreshing idea from the traditional red packet mechanism. It is classy, premium and fun as well.
Disclaimer: The red packet designs were done during a temporary position at a local creative agency. All designs are created by me and is shown as part of my portfolio for non proďŹ t purposes. Any infringment deemed by the agency will be noted and negotiate for. Elements in the design are taken from shutterstock and reassembled in the design.
28
29