PORTFOLIO 2023 NAME SELECTED WORKS XXXX@GMAIL.COM @XXXX 2 NAME Hello! I’m XX, a curious and dynamic graphic designer creating purposeful and beautiful visual solutions. I am most interested in how the intersections between local culture and design can be used to communicate more inclusively. ABOUT ME! In my spare time, I run a type design collective with two of my friends – organizing typography workshops and creating collaborative platforms for young designers. While not thinking about design, I enjoy collecting interesting trinkets to decorate my room and visiting my favorite art museums. 3 SPRINGKEY NAME BRANDING, PACKAGING Identity Design for Springkey. Springkey is an investment app that aims to make financial freedom more accessible for everyone. 01. 4 IDENTITY DESIGN Logo 5 WEE YEN ABOUT PROJECT Springkey is a investment app aiming to make financial freedom more accessible, for everyone. When investment becomes human- centered, money empowers people with the freedom to envision their future. With a focus on uplifting people through financial freedom, Springkey positions itself as a financial partner for life. 6 DESIGN CONCEPT Human-focused, People-centric. Springkey’s identity centers on being a ‘care-taker’ brand, driven by a vision to care for and empower people. Consequently, the brand tone focuses on being positive, straightforward yet aspirational– empowering people to dream. Themes of growth, progress and people are central in Springkey’s copy. Visually, Springkey’s visual identity centers around the graphic system of ‘Key-Plants’ . Combining the visual element of keys, plants, as well as the use of circles to allude to coins, the graphic system is emblematic of themes central to Springkey’s vision. 7 IDENTITY DESIGN System 8 APPLICATION Advertisment 9 APPLICATION Advertisment 10 APPLICATION Landing Page 11 APPLICATION Campaign CAMPAIGN CONCEPT Growing Together, For each other. While investing always seems like a numbers game, money is actually all about people. Financial freedom gives people the ability to envision better futures for them and their loved ones. By pursing financial growth together and for each other, investment becomes a tool for community empowerment and for dreaming new dreams. Centering on snapshot moments of everyday life, the campaign humanizes and refames investing. 12 APPLICATION Campaign 13 APPLICATION Namecard 14 APPLICATION Tote Bag 15 EGGSALTFLOUR NAME BRANDING, PACKAGING Identity Design for Eggsaltflour. A grocery brand championing slow-made ingredients that elevate everyday meals. 02. 16 IDENTITY DESIGN Logo 17 ABOUT PROJECT Eggsaltflour is a grocery brand championing ingredients that uplift day to day life. A play on the words ‘exalt flour’, Eggsaltflour strives to procure no-frills, responsibly sourced ingredients that elevate everyday meals. By producing staple ingredients that are honestly good for both producers and consumers, Eggsaltflour elevates and uplifts the craft of cooking for everyone. 18 WEE YEN DESIGN PROCESS Print-making To communicate the organic, raw qualities of Eggsaltflour’s ingredients, the main branding elements use motifs and textures crafted from print-making. Shapes, derived from the forms seen in egg, salt and (wheat) flour, were hand- carved into lino material and printed using hand-pressing. The incidental textures, imperfections and marks from different and uneven pressure applications create organic textures that give warm character to otherwise simple, geometric motifs. 19 APPLICATION Namecard 20 DESIGN CONCEPT Honestly Simple, Authentically Organic. By pairing a simple, restrained type system with organic textured graphic elements, the identity communicates its simple and honest brand voice yet retains the warm and human characteristics of its people-centric brand vision. On the other hand, the brand system for digital marketing collaterals primarily focuses on using rich evocative photography of ingredients. This helps convey a plainspoken and honest tone, and communicates that Eggsaltflour is a product-oriented brand.