DIGITAL + ELEMENTS → PRODUCTS

In my branding design for Cameron, it captures the very essence of his dynamic personality and hobbies. Cameron is an aspiring individual who possess good leadership quality, punctuality, a strong aim for efficiency and accuracy, works hard in all situations, and lastly a warm heart filled with generous and kindness. With the influence of Mr. Chip Foose who is a car customizer and designer, the zeal for technology and cars is a significant aspect of the brand CamShaft. The name CamShaft is a combination of Cameron’s name, interests and personality. Camshaft in fact is an internal combustion engine that makes it possible for the engine's valves to open and close. Through the brand name, it exhibits Cameron’s leadership and hard working quality. ‘Like a well oiled machine’ is the tagline of CamShaft and the idea behind is the satisfaction Cameron receives when all the plans come well together and he can make things happen. Similarly in both of my design, brand poster and motion graphic, it combines all the key elements in the brand and make things shine.

The brand poster accentuates the idea of combining different elements together and create an unity in the design as mentioned above. Furthermore, the poster focuses on the dynamic vivid colours, technological style, details and realism. In the centre of the design, there is a puzzle of a car, clock, computer chip and gears with each representing one of Cameron’s personality and interest. The digital clock suggests Cameron’s punctuality and strive to be updated in the evolving digital world. The computer chip showing Cameron’s knowledgeable side and orderly personality. This is a strong central focal point which heavily employ the Gestalt principle and aims to create an image that is perceived as a whole. With the connecting and continuation lines between each element, it has able to direct viewer’s eye to move through one object and continue to another. There is also two diagonal visual force created by the orange patches in the background and the dimension sketch lines. These flow lines have successfully guided a viewer’s eyes when looking at the design. The poster has both a symmetry and asymmetry composition model to advocate a sense of mathematical, systematic and cleanliness in the brand.  Red, orange and blue are the split complementary colours used in the design to express the wisdom (blue), energetic (red) and enthusiasm (orange) side of the brand.

Since young, Cameron always has a dream to be a car designer. However due to difficulties, he is unable to pursue this dream. Based on this story, the motion graphic is here to fulfill his dream and display his passion for cars to everyone. The overall concept is to narrate the car design process from blueprint to testing phase and lastly driving in public. My design focuses on action words like flash, incisive and repetition to carry out CamShaft’s personality. The principle of staging is seen throughout the motion graphic as the main object (car) is always in the centre even when the scene is constantly moving. Thus, the purpose is to establish strong clarity and focus on the car. The motion graphic pacing gradually increases to further emphasize on the climax action. Nevertheless near the end, the pace slows down to resolve the motion graphic with a black fade in.  In terms of contrast, there is a duality between order and random motions. Looking at the initial scene, the crosses and car sketches follow a specific pattern while the squeekly lines are randomly moving. In addition, the contrast between swift and stagnant is demonstrated in the second scene with the yellow orange lines flashing across the screen and the car remaining in the centre. This effect creates an illusion of the car driving in high speed and also balancing the stillness and fast motion. The complementary colour blue - orange is the only colour palette appeared in the motion graphic. This combination of colour holds unity between different scenes and also create a sense of dynamic. With the motion graphic moving from left to right, this visualforce suggests the brand CamShaft’s confidence in moving forward to the future. When the brand name appears at the end, the clock face appears on the right corner which echoes with the clock on the poster thus implying CamShaft’s attention to punctuality.

Hong Kong, a microscopic place on the map, is a place where I come from. It is a city with a sophisticated fusion of East and West. With the sound of millions of people breathing, speaking, walking and eating, this city is never really quiet. I would strongly define myself through my Hong Kong and Chinese culture because my surrounding plays a huge role in my identity and personality.  Therefore, my favourite environment would be a city with unique architecture style, crowdedness and business.

Collective ideologies and customs are highly valued in chinese families including myself. I live with a huge family with grandparents, uncles and aunties under the same roof. Subconsciously we express our ideologies through our daily actions, a great example would be our dining culture and eating with a big family in a big circular table. There are many table manners that need to be followed, such as greet according to seniority before eating, always serve others before yourself, empty the rice bowl, never flip over the fish after one side is finished. Lastly, I think having harmonious family and even to a larger extent, society, is very important for long term happiness.

After telling you about my background, it is time for you to know who Melanie is. I am zealous about street photography as shown through my 6 photographs. I like to capture cityscape and use photographs to narrate and probe the interaction between people and spaces. In addition, my sense of art is mostly influenced by Korean and Japanese culture because I enjoy watching Korean dramas and also travelling to Japan. Apart from Arts, I am also a Chemistry lover just look at my blog title :) To know what are my favourite colours, I think giving you the RGB code would be the most accurate answer #0093a2, #fea147 and #001446.

If I would make a logo for myself, It would be typographic based because I like Chinese and Japanese typography a lot. Polka dots especially navy blue dots ones are my favourite type of patterns because it gives an impression of fun and randomness.

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