1. Great things happen when
people come together.
In a media saturated world, all people
want is an opportunity to connect
authentically with another human being.
Lee Changzhi is an award-winning brand
strategist who believes that brand
activation through live experiences is the
key to building customer loyalty and
empathy. I create events, publications,
environments and basically do anything
to foster genuine relationships and
friendships between people and brands.
I believe design must solve problems,
and I believe that the core design of the
human psyche is to have meaningful
relationships between people.
2. No great thing
is created suddenly.
Pop-out Store / Environmental Retail Branding
For an momentary exhibition on the process of ‘Idea Creation’. Three
rooms were designed with three different identities. As visitors move
through each room, they experience a feeling of ‘frustration’ in the Red
Room, ‘calm’ in the Blue Room, and finally a moment of ‘eureka’ in the
Yellow Room.
Visitors then exit the exhibition to see the three rooms in totality and
they realise, that no great thing is created suddenly. I wanted to capture
this ephemeral moment of realization, as so visitors were encouraged
to pen their throughts down and float their ideas as lanterns onto the
water bodies.
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6. a walk through the spaces in our mind
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7. no great thing Is created suddenly
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8. The Greenhouse Project.
Pop-out Store / Environmental Retail Branding
For a pop-up store that sold paper products and was aptly named
“The Green House,” I built the entire environment out of 5000 sheets
of used office paper. Not only did people have a great time in the store,
but the material cost was kept to a minimum.
Sustainability comes in many forms. It might be in terms of the use of
reusable or recycled materials, but in this project, I looked at sustain-
ability also in the use lighting. Permeable walls and fabric allowed light
to flow from interior spaces to exterior ones. I look at sustainability
when setting the Greenhouse Resturant. How will it be instead of using
centerpieces of flowers, we use paper?
9. let the trees grow and let the flowers blossom
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14. Find beauty not only in the
thing itself but in the pattern
of the shadows, the light and
dark which that thing provides.
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18. Haptic is the sense
of touch, of feeling,
of all senses engaged.
Pop-out Portfolio Book
The sense of touch is an important part of experiencing the world. It
might be through feeling the materials, or perhaps even through just
looking at the fragility of an object, the three dimensionality of it,
or the spaces in between paper and paper.
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23. The best things in life.
Identity / Personal Branding
This slogan forms the core values of my work as I cross the milestone into
a new journey upon graduation from college. This motto is also something
that drives my passion in everyday life.
It’s always about people. Really, it is.
To me, the best things in life are shared experiences we have with one an-
other. As an experiential brand consultant, I created a business card that
exuberates these core values. It will be used to introduce myself to new
people I meet along life’s way.
With the help of a little hot stamping, slogans and texts imprinted onto
a simple black card are given new meaning and context. Words can only
be read at a certain angle under the right lighting conditions. Recepients
who encounter the card will get to experience a thought-provoking phase.
They will get to flip and feel the textures that represent my brand, my core
values, and who I am.
Depending on the lighting, colors might even come to life, reflected in the
foiled text. Every experience with this card is different, just like how every
person I meet, is different.
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25.
26. The message is the key
why someone should listen.
Direct Mailer / Non-Profit Awarenss Campaign
The Challenge:
Create a brochure which discusses the cliched topic of global
warming, and make the messgae effective once again.
The Solution:
Messaging is key to visual communication. Often times, it is diffi-
cult to bring across a message in an original and unique way. I had
the opportunity to do so recently when presented with an opportu-
nity to develop a brochure that discussed Global Warming.
As the viewer unfolded the brochure, it formed for an ephemeral
moment, the shape of an iceberg, which then disintegrates as the
full thing is pulled open.
Through a simple action, without the explicit use of words, a mes-
sage about the melting polar-caps is communicated. We are also
reminded how we are responsible for its destruction.
Put a few icebergs together and you’ll get your own artic ocean.
Note the polar bears living in their caves.
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31. An atmopshere is a
state of mind when
something exciting
fills the air.
Numbers Party / Experiential Marketing
The Challenge:
Create an experience that gets staff from an accounting firm together to
build up morale, and truly reflects the values of the company.
The Solution:
Get as many people as possible involved. People love to be a part of the
making, constructing and building of atmospheres.
Events and public gatherings are a fantastic and unique segment of
branding that I am truly passionate about. I believe live experiences, just
like any other form of branding, needs to be authentic, honest and truth-
ful. But the key element to their success is that they need to be sensorial.
This can be evoked in many ways through the use of texture, lighting, fab-
rics, smells, sounds and colors. An event is always created to facilitate
great conversations, to create a momentary world, and a memorable
experience for everyone.
40. Stories are the building
blocks of enduring institutions.
Publication Design
The Challenge:
Design a type specimen book that showcases Mrs. Eaves, de-
signed by Zuzana Licko, and bring out the personality of this
font family.
The Solution:
Stories are the building blocks for memorable experiences.
People relate best to an object, product or event when a story
is told in such a way that it creates empathy.
The Mrs.Eaves type specimen book is more than just a book
about this legendary typeface designed by Zuzana Licko. It
tells the story about a woman named Mrs. Eaves, the town
she lived in, and secrets about her everyday life. As you open
the book, a scenographic set of a townscape pops out and a
story isuncovered about her unusal relationship with John
Baskerville (a typeface in his own right). This in turn brings
the typeface to life, and gives it personality.
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45. A Strong Personality
Integrated Campaign
Magazine Advertising
Interactive Web Experience
The most iconic brands are those that are authentically human.
They are the brands that we can put a face to and live vicariously
through images, experiences and interactions. The Journeyman is
a brand about relationships. It focuses on travels, stories and the
human spirit we all have in us, that is the yearning to explore, go
forth and connect with different people from different cultures.
In an integrated Web and offline experience, via a journal notebook
and a commorative photo book, visitors are invited to be a part of
the journey. They are invited to contribute to the brand by sharing
their throughts on interesting people they have met during their
travels through social media platforms.
46.
47. “Travel is the common thread that links these
vast and diverse places. For many journeyman,
it will become the defining experience to which
they keep referring in later life.”
