Branding, Creative Direction, Story development/writing, Strategy
Tui Bian – or, 'transformation, becoming something greater than you were' – is an HIV intervention campaign targeting gay and bi men in Nanjing, China. Funded by the Chinese and US Centers for Disease Control, the campaign is a first of it's kind anywhere in China.
Currently, HIV transmissions are on the rise, and the Chinese government has no culturally relevant information on HIV transmission, safer sex, and treatment. I worked with a small team of public health officials in the US and China to transform months of extensive Chinese gay/bi behavioural research into a visual communication strategy that targets homophobia and AIDS-related stigma, encourages regular HIV testing, and empowers young men with a sense of hope and community.
Graphic storytelling as a communication strategy
Fear, stigma, isolation, and homophobia – all emergent cofactors in HIV transmission – manifest literally as ghastly slime demons in urban China. The storylines detail how certain characters, all of who represent common themes in the research, overcome these obstacles, battle the monsters, and transform into superheroes with the power to transform the lives of others.
The campaign includes interactive and print components: an informational website, posters and comic booklets, and wearables like branded tshirts, underwear, and silicon bracelets (photos of wearables to come just as soon as they arrive via post).
Our grant renewal, which was recently ranked in the top 5% of all similar grant proposals, is highly likely to be funded again. If so, the work will continue with new storylines and enhanced digital/social media components.
Phase I launched August 1, 2014.
Having recently undergone a major branding overhaul, the Garment District Alliance needed help translating their new look and feel to their digital presence. Using guidelines established by design partner Brand Union, we developed a visual and content strategy that reflects the energy, business diversity and lightning-fast growth in this historic NYC neighborhood.
Designed for Blenderbox.
Creative Direction & Design
Experimental film is full of hidden meaning. Quite often, plot and narrative are reflected back at odd and distorted angles; it's up to the viewer to determine the message. These were the driving themes behind the MIX26 branding.
I worked with art director and typographic illustrator Nim Ben Reuven to develop a system of broken letterforms that come together when reflected along a vertical axis. The result is a playful but cryptic and esoteric visual system that begs viewer participation via mylar tip-in. Secret messages abound!
Creative/Art Direction, UI and Visual Design
The subjective, anomalous experience of experimental film is reflected in the 25th anniversary theme: Rorschach.
Typography and supporting graphics were created using a symmetrical ink blot technique, and incorporated into the responsive website, catalogue, posters, tshirts, and venue environment.
Art Direction, UI, Visual Design
When Halogen transitioned from a digital agency specializing in social media to a social tech startup, I took a leading role in developing the brand across key digital touch points.
The challenge was to develop a strong and energetic visual vocabulary that complemented but did not directly relate to the logo, which had fallen out of favor with the CEO. The solution employed color and simple patterns and pictograms to demystify social media strategy and tell the story of a young tech company's coming of age.
Logo Design: Director of Marketing
Social Media Strategy, Art Direction, UI and Visual Design
3M tapped Halogen to develop a social media driven microsite to promote their new line of colored and patterned duct tape. The site targeted young women DIY/crafters with a shareable quiz (a la Cosmo) that reveals projects that match user interests. DIYers could also submit their projects for inclusion and, if selected, win cash prizes and products. How-tos for each project are detailed, as are interactive tape rolls that allow the users to play with, mix and match tape swatches.
Concept, Design and Production
EXPERIMENTAL JETSET. Promotional posters for a workshop series given by the renown Dutch design studio. Concept plays on the studio's typographic work. Poster series includes 15 handmade posters and a larger sculptural piece for the main event.
Creative Direction, UX and Interaction Design
WHAT MAKES YOU STRONG? is an interaction based social media campaign combining projected messages and real-time SMS capabilities. The project responds to the one sided nature of print and web-based communication by enabling street level public dialogue on issues central to community health and wellness. The audience becomes the message maker by responding to messages (and ultimately eachother) in a public street-level environment.
Creative/Art Direction, Strategy, Copywriting
GAYMETH.ORG was a multi-tiered crystal meth intervention. Our manifesto ran as a full page ad in the New York Times, and coupled with interactive and environmental strategies to form a comprehensive response to New York City’s meth problem.
Photography: Leslie VanStelten
Art Direction, Social Media Strategy
The challenge: 3M had an extensive base of people using ScotchBlue painters tape for art and creative projects, and needed a way to tap into that demographic to promote these 'off-label' uses through social channels.
Our solution was ScotchBlue Ribbon, a branded social media campaign that channelled highly active digital influencers, engaged them in a creative contest for prizes, sponsored digital publishing opportunities, and enabled the larger audience to easily nominate/participate as well.
The campaign revolved around the ScotchBlue Ribbon facebook app, which functioned like a microsite featuring award-winning projects. Users could browse featured projects, nominate artists they found elsewhere on the web with a pinterest-like bookmarklet, and win product and/or cash prizes for winning nominees.
Work completed while at Halogen.
HOOKUPSURVEY.INFO utilizes interactive infographics to break down the complicated data compiled in this extensive public health research grant.
Development: Mike Wang and Miranda Li
Projections, Photography and Design
KINETIC TYPOGRAPHY developed for a presentation given on social marketing and the need for risk-taking in communication campaigns.
Creative Direction, UI and Visual Design
I teamed up with co-conspirator Tee Chomdej to write, edit and design this interactive zine exploring the lives of people with nocturnal chronotypes. Anthropological research compliments 20 on-the-street, 3AM interviews we conducted in exploring this unique perspective.
Photography, Art Direction: Tee Chomdej
Development: Mike Wang & Miranda Li
Creative/Art Direction, illustration
MY ARMS ARE TIRED is a handmade typeface developed for use in the Nocturnal Admissions interactive project. It was created using a flashlight and digital camera. All letterforms are 99% photoshop-free.
Photography: Tee Chomdej
Art Direction, Masthead and Book Design
Columbia approached me to redesign the masthead and layout of their renowned literary journal. The masthead is constructed with letterforms from a mixture of display and text faces. This treatment is carried through in the titles.
Work completed does not include fish logo.
Art Direction, Infographics, UI and Visual Design
A selection of collateral for Lambda Legal, the oldest and largest national legal organization whose mission is to achieve full recognition of the civil rights of LGBT people and those living with HIV through impact litigation, education and public policy work.
2008 INTERACTIVE ANNUAL REPORT. This site compiled Lambda's traditional annual report content—financial data, progress and goals, and key areas of litigation—in a modern web platform to inform funders and solicit community support.
TAKE THE POWER is a bilingual, nationally distributed life planning toolkit for unmarried couples to aid in drafting legal, medical and financial planning documents.
Concept, Design and Screen Printing
BETWEEN THE FOLDS is a more conceptual alternative to the existing movie poster. The square format mimics origami paper and can be folded into traditional origami figures (instructions printed on reverse). Once folded, the white lettering yields a playful typographic texture.
Also pictured: process photographs and alternative designs
White ink screen printed on black folding paper.
Additional charicatures courtesy of Irwin Keller aka "Winnie"
Creative/Art Direction, Photography and Illustration
Branding for the 23rd annual MIX experimental film festival.
MUSEUM OF SEX rebranding*, including stationary, classified advertising and underwear packaging. Peak-a-boo concept applied across brand. Underwear packaging folds out into a pinup poster. Classified ads lend a surprising environmental component to the brand.
Photographs in underwear packaging and policy envelope used without permission to demonstrate concept
A little of this, a little of that...