hp design portfolio

“UNDESIGN THE PORTFOLIO”PENG ZE-HAI+86 186 0178 [email protected]

UNDESIGN the Portflio | HP DESIGN | 2013 October 3

Let the designs speak for themselves

To ‘Undesign’ requires even more sophisticated skills and aesthetic judgment in a way to trim every element that has no practical meaning.

In the age of information overload, the last thing you need is the extra design

to stand between you and the information you really want.

DESIGN

- Zehai Peng


BusinessKnowledges

AestheticJudgement

Business Graduate

Nottingham Uni

Understand what the clients

really want

AnalyticTools

RichExperiencein Design

UnderstandEuropean

ContemporaryArt

PracticalTraning andExperience

this is what it takes to be a smart graphic designer...

WHY ME?


MexicoMexico City

EuropeSwitzerlandItaly

United KingdomLondonDublin

BirminghamNottinghamUnited States

PortlandBeavertonLos Angeles

KoreaIncheon Seoul

ChinaBeijingShanghai

GuangzhouHongkong

“The use of traveling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are.” – Samuel Johnson

ON THE WAY


3D ModelingObject Modelling3D Visualisation

Augmented RealityRendering

PrintReadyprint Artwork

BrochureMagazine

Outdoor Commercials

IllustrationPainting

CaligraphyTypography

IdentityCorportate IdentityVisial Identity GuideBrand Consulting

A lot more...

I had good experiences in the following categories of design:

Graphic DesignAbove-the-line Key Visuals

Marketing Collaterals

EXPERTISE


Guangzhou, ChinaApower Electric Co., LtdIn-house Graphic Designerhttp://www.ggec.com/

2007

The University of NottinghamNottingham University Business SchoolBachelor of Arts in International BusinessBachelor of Arts in Germanhttp://www.nottingham.ac.uk/

2011

Nottingham, UKImpact MagazineAssociate Design Editorhttp://www.impactnottingham.com/

2008Portland, USABlueVoltJunior Graphic Designerhttp://www.bluevolt.com/

2010Shanghai, ChinaAvantgarde BrandingGraphic Designerhttp://www.avantgarde.de/

2011

My previous working experiences and education background:

CREDENTIALS


TrendPeopleClothing/Fashion DesignShanghai SME

Organic StandardAgricultureZurich

Journey to WestTravel AgencyLondon

WORK ICON/LOGO


CLIENT AMG Driving Academy

WORK GRAPHIC DESIGN

ARTWORK TYPE Digital

Small-sized printLarge-sized outdoor print

DISCRIPTION Keyvisual for Season 2013 AMG Driving AcademyEvent operates in Beijing, Shanghai, Chengdu, ZhuhaiPhotoshop compositing using studio shots of AMG vehicles


CLIENT Porsche ChinaJaguar and Land Rover

WORK MARKETING COLLATERALS

ARTWORK TYPE 3D Production File

3D Model

DISCRIPTION Giveaway and Marketing Collaterals for Brand EventsItems for corporate giftshopModels built in Autodesk Maya


CLIENT Hugo BossAMGJaguar Land Rover



3D Model



CLIENT TudorAMGOMEGA



3D Model



CLIENT Lufthansa

WORK PRINT

ARTWORK TYPE Print

DISCRIPTION Print invitation for A380 Lufthansa launch in Shanghai


CLIENT Berentzen

WORK PACKAGING DESIGN

ARTWORK TYPE Cardboard Package

Paper Package

DISCRIPTION Modular-based page for Berentzen Bottle, can transform into a bottle display. Made from highly pressed post-consumption materials


CLIENT Personal Project

WORK FURNITURE DESIGN

ARTWORK TYPE Wood / Glass

Furniture

DISCRIPTION Living room table that made of walnut and enhanced steel glass.


WORK CORPORATE IDENTITY

CLIENT Journey to West

ARTWORK TYPE Corporate Identity

DISCRIPTION A complete set of corporate identity and design guide

Journey to the WestDesign HandbookApr. 2013

22

LogoFull Color

Application: Digital medium, 4-color printing

33

LogoGrey scale

Application: When 4-color printing is not available or not needed, e.g. Newspaper ad

55

Core palette

Dried Red and Navy Blue are our key brand colours. It is used whenever we speak; in typography, Brand Space and other graphic elements. It can be used with our functional colours of black, silver and white.

Dried Red

CMYK: 16,100,91,6

CMYK: 0,0,0,60

Light Silver

CMYK: 0,0,0,0

White

CMYK: 100,94,23,14

Graphic Navy Blue

CMYK: 0,0,0,80

Dark Silver

CMYK: 100,94,23,60

Content Navy Blue

66

Content colour palette

We have six supporting colours that make up our content palette. They are warm and natural colours that are both contemporary and from our heritage. They are used as accent colours for graphic devices and, along with main palette, make up the spectrum of colour in our photography.

77

Typography

Our bespoke primary typeface is used for all headlines and title or subtitles and key messages. It is visually upright, capable and composed.

JOURNEY TO THE WESTIS OUR CORE TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz

Journey to the West Condensed

Journey to the West RegularABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz

88

Stationary

Including business card, letterhead, envolop ... etc

Zehai Peng

Creative Designer

tel +86 1870 1727 377email [email protected]

address F42a, Sillitoe Court, Faraday Rd, Nottingham, NG7 2JZ

website www.zehaipeng.com

99

Stationary

Here is how our core design element can apply to stationaries design including letterhead, name card and envolop.


WORK CORPORATE IDENTITY

CLIENT Organic Standard

ARTWORK TYPE Corporate Identity

DISCRIPTION A complete set of corporate identity and design guide

2

LOGOS

Our logo was made of, like many other different ones, two part - grpahic icon and the wording. The graphic part in our case would be the leaf.

Like many other ones, Organic Standard's logo can be used in different combination.

The primary logo should be used whenever possible. However, in the situations when the horizontal space is limited E.g. SNS Profile Icon, the secondary logo can be used instead to maximise the readability.

The usage of this leaf icon is flexible. The graphic icon can be used to highlight the functional information and assist the brand communication. E.g It can be used as a lead to an external facebook link or sales slogan. It can be used in a negative color coding on our brand colors.

Primary Logo

Secondary Logo

Graphik Icon

3

GRIDS

Our logo needs to remain relevant and reflective of our belief in purposeful design. For this reason our logo has been optimised for clarity and standout. It stays true to its origin but has refined typography, colour treatment and alignment.

Clear space

A clear space around our logo helps to ensure it stands out in every layout. The amount of clear space is calculated as follows:

If width of the logo = 8XClearance above and below = 0.25X / 0.75X Clearance to the sides = 0.75XSo if width of the logo = 8cm Clearance above and below = 0.25cm / 0.75cmClearance to the sides = 0.75cm

x

8x

0.75x

ClearSpace

Clear Space0.75x

Clear Space0.75x

ClearSpace

0.25x

4

GRIDS


Clear space


If width of the logo = 6XClearance above and below = 0.25X / 0.5X Clearance to the sides = 0.75XSo if width of the logo = 6cm Clearance above and below = 0.25cm / 0.5cmClearance to the sides = 0.75cm

Clear Space0.25X

Clear Space0.5X

Clear Space0.75X

Clear Space0.75X

0.75X

2X

6X

5

GRIDS


Clear space


If width of the logo = XClearance above and below = 0.25XClearance to the sides = 0.25XSo if width of the logo = 1cm Clearance above and below = 0.25cmClearance to the sides = 0.25cm

2X

0.5X

0.5X

X

Clear Space0.5X

Clear Space0.5X

6

TypOGRaphy

We use two main typefaces for our brand communications, Cuprum and Trade Gothic.

CuprumCuprum is a distinctive, specially created typeface unique to the Organic Standard. It is used in uppercase for headlines within advertising and brochure covers, and is title case for titles and subtitles within the pages of communications.

Trade GothicCuprum is supported by Trade Gothic to create a highly legible typographic style. Trade Gothic is used in sentence case for body copy.

Arial Narrow Arial is our typeface for digital and system created internal communications. It should also be used in exceptional circumstances when Cuprum and Trade Gothic are not available.

Trade Gothic Regular

abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIjkLmNOPqRSTUVWXYz1234567890

Cuprum

abcdefghijklmnopqrstuvwxyz1234567890aBCDEFGhIjkLmNOpqRSTUVwxyz1234567890

Trade Gothic Bold

abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIjkLmNOPqRSTUVwxYz1234567890

Arial Narrow

abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHijkLmNOPqRStUVwxYz1234567890

7

CORE paLETTE

Dark Cabbage green and early tea yellow are our key brand colours.

It is used whenever we speak; in typography, Brand Space and other graphic elements.

It can be used with our functional colours of black, silver and white. Dark Cabbage Green

90, 35, 100, 30

Dark Night Black0, 0, 0, 100

Early Tea Yellow43, 0, 100, 0

Silver0, 0, 0, 40

white0, 0, 0, 0

10

NamE CaRDS

NameCard_General_v2_Draft.indd 1 2013/8/7 0:28:11

NameCard_General_v2_Draft.indd 2 2013/8/7 0:28:11

The original Organic Standard business cards are made of wood boards with laser cutout and engraving techiniques.

It sizes at 89mm × 50mm.

Cut out

Cut out

12

kEyNOTE

Screen ratio: 1920px - 1080px (FullHD)

Full keynote Template can be access as:os-presentation-template-General_WIP.pdf

BUILDING THE FOUNDATION OF BIOCHARby Organic Standard, Oct, 2013, Zurich


WORK PRINT MAGAZINE

CLIENT IMPACT Magazine

ARTWORK TYPE Print

DISCRIPTION Associate Design EditorImage post-editing and layout formatting


WORK APP USER INTERFACE

CLIENT Porsche

ARTWORK TYPE Digital, App Interface

DISCRIPTION A game interface for Porsche Cayman National Luanch


WORK RENDERINGS

CLIENT Various Client

ARTWORK TYPE 3D Render

DISCRIPTION Render results


http://www.zehaipeng.com+86 186 0178 1587

facebook.com/zehaipeng twitter.com/zehaipengweibo.com/ciaoharry

flickr.com/photos/harrypeng [email protected]/in/zehaipeng

SO... CONTACT ME?

-THANK YOU-

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