J̶O̶'̶S̶ ̶C̶R̶E̶A̶T̶I̶V̶E̶ ̶I̶N̶T̶R̶O̶D̶U̶C̶T̶I̶O̶N̶

JO’S WORKLOAD
COLLECTION

01.
Branding
02.
Publication
03.
Illustration
04.
Campaigns
05.
Entrepreneurship

01.
Branding
RHO - Restaurant
Memoir
Bake to Play

01a
RHO - Restaurant
RHO is a frictional brand that was
given during my branding class back
in diploma. RHO is a Japanese food
restaurant that focuses on delivering
an authentic Japanese fine dining
experience for the customers.
Concept:
Seeing RHO as a unique name, I checked up the
Japanese vocabulary to see if anything matches the
pronunciation - and I found a Hiragana letter for it. I
also used the symbol of a 5-petal sakura flower as the
composition for my logo.

Logo Development
i. ii.
gold Peach whit e
Rich, Elegant
CMYK 28 | 29 | 73 | 01
Oriental, Japanese Tradition
CMYK 07 | 73 | 73 | 00
Calm, Clean
CMYK 00 | 00 | 00 | 00
iii.
おやつとおかし
にほんりょうり
Fish
Represents the main
ingredient of our dishes
Ro (Hiragana)
Represents the name
of our brand
Japanese Characters
Represents Tradition
iv.
i.:
ii.:
iii.:
iv.:
The final logo design
Coporate colors used for the brand.
The elements of the logo and the meaning behind it.
Logo design refinement.

Typeface
A A
A
DUEPUNTOZERO
Rounded, clean, simple
A
A
A
EPSON 丸 ゴシック 体 M
Japanese, simplicity

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
+-`~:;”’<,>.?/|\
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
+-`~:;”’<,>.?/|\

v.

vi.
v.:
vi.:
Letterhead & Envelope mockup.
Namecard mockup.

01b
Memoir
Memoir is a company brand born out of
an idea in Professional Development &
Employability class. The brief is to come
up with a business proposal. Memoir is a
memory collecting / funeral service which
compiles all precious moments of an
individual to their friends and families.
Concept:
The logo is designed using 3 shapes, and the letter
“M”. This is based off the psychological meanings
behind the shapes: Circle, Square and Triangle.

Circle
projects a positive and
emotional message,
usually love and unity.
Circle represents the
harmony between
the new borns or the
deceased with their
loved ones.
Square
suggests foundation and
strength. Straight and
diagonal lines represents
our professionalism in
our work, and giving our
best to our customers.
Triangle
Triangle represents
power. It supports
the circle’s emphasis
on love and portrays
unconditional love
between loved ones.
Colour
C: 100
M: 96
Y: 26
K: 13
R: 41
G: 48
B: 110
C: 9
M: 19
Y: 70
K: 0
R: 233
G: 200
B: 105
P 100-8 C
P 7-14 C
#29306e P 100-16 U
#E9C869 P 7-6 U
Dark Blue
represents relief and desolation.
Relief is when a new life is brought into this world,
there is a sense of relief when the newborn is healthy
and well; desolation when our loved ones pass away,
there is bitter sorrow in us that words cannot express.
Gold
We believe in professionalism when it comes to
doing our job. It is a great responsibility and an
honor to handle a birth and a passing of life.

ii.
iii.

iv.
ii.:
iii.:
iv.:
Logo color usage guideline.
Logo design refinement.
Logo design development journey and testing.

Typeface
A A
A
A
A A
BIKO
Minimal, Clean
BASKERVILLE OLD FACE
Professionalism

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
+-`~:;”’<,>.?/|\
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
+-`~:;”’<,>.?/|\

v.

vi.
v.:
vi.:
Namecard mockup.
Letterhead // Terms & Conditions mockup.

01c
Bake to Play
Bake to Play is an online, made-to-order
cake connoisseur. Under Bake To Play,
there are four brands that covers four
different segments of the business,
namely, Bisque, Wildcard, Bisque Café
and Poppy.
Concept:
Inspired by the word “Play”, Bake to Play’s brand
design is seen as being quirky and fun, thus
utilising placement of words and content writing.
Target Audience:
Young adults ages 21-27 and eager to try out
new things in life, outgoing as well.

Logo Development
Logotype Experiment
The term “baking” allows us to think about
cake; “play” as something fun and creative.
Hence, by combining a play button (which
was found in the previous logo) with cakes,
as well as a bitten imagery, I produced the
logo for the company.
It is the combination of Work, Fun and
Creativity all together.
Final Logotype
Old Logo:
Bake to Play’s original logo had a
whimsical feel to it as it uses a script
typeface. The mitten and play button
behind it is easy to understand.
New Logo
The new logotype has a more “playful”
emotion behind the design, and it’s
versatality of shifting the word placement
around supports the design’s concept.

Color
Primary
Secondary
C: 3
M: 63
Y: 57
K: 0
R: 246
G: 134
B: 35
C: 1
M: 44
Y: 98
K: 0
R: 217
G: 140
B: 29
P 48-11 C
P 17-8 C
#EB7D68 P 52-12 U #F69E20 P 17-18 U
Logotype Variation
A)
B)
C)

As mentioned earlier, the logotype
is versatile and can adapt to several
applications in terms of composition
which means it allows more variation
for logo placement.
The cake slices can be taken off from
the typography space itself and forms
into a sub logo.
The bitten cake on the side tells the
audience that you don’t have to follow
proper procedures to enjoy a good
cake - you do you, hence the tagline
“Endulge as you are”.

Typeface
A A
A
A
GOTHAM MEDIUM
Clear, easy to read
A A
Better Together (Caps)
Fun, Quirky

ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
+-`~:;”’<,>.?/|\
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
+-`~:;”’<,>.?/|\

i.
ii.

iii.
i.:
ii.:
iii.:
Letterhead mockup.
Envelope mockup.
Namecard mockup.

iv.
vi.
v.

vii.
viii.
ix.
iv.:
Interior Design mockup.
vii.:
Staff shirt mockup.
v.:
Front door signage (LED).
iii.:
Delivery bike mockup.
vi.:
Outdoor signage.
vx.:
Transport truck mockup.

02.
Publication
Growing Up: The Early Days

02a
Growing Up: The
Early Days
The main objective of this project is
about finding the balance in visual
and typography composition, through
exploring the sense of quality editorial
discipline and experimental visual
discovery.
A swatch book is created using
TAKEO’s wide range of papers to
complete this project.
Concept:
The concept is “preserving memories”, this is inspired
from the idea of diaries and documentaries. Diaries
are written and documentaries are recorded because
they represent something meaningful to someone or to
capture an important event or occasion. I want parents
to cherish present time with kids by photographing
them, hence the memory will never be lost.

Moodboard
Color
The overall aesthetic of the book
comprises of three elements: Vintage,
Minimalistic, as well as Popping.
The idea of having a vintage themed is
to go along with the “diary” concept:
using faded pastel colors, as well as
monotone/dualtone treatment for all
the photos.
While I was compiling my work, I
realised I had very little body text
to work with, hence I thought of the
minimalist styling that features mostly
photos in the book.
As for a popping style, I was initially
uncomfortable with this styling,
as it breaks away entirely from the
minimalist style. After a few tries, this
is actually one of the best styles to
work with for my book design.
The book is themed as yellow. Because
the book talks about my childhood
memories, yellow represents the burst
of energy and fun we constantly had all
day. We never get tired and are always
active, eager to explore new things and
full of curiosity.
Paper
As for the paper choice I went with
TAKEO Environment Birch (104 gsm).
It has a vintage look to it and the paper
itself has an off-white finish to it which
fits my moodboard.

i.
i.(from top left, clockwise): Image sequence about
opening the packaging.

03.
Illustration
KAMUKAMI // ROJAK
Star Wars: Jym Erso
THE1975: Matty Healy

03a
KAMUKAMI // ROJAK
KamuKami (which is later known as
ROJAK) is an arts and craft bazaar held
in Jaya One, PJ. KamuKami focuses on
selling our artworks and merchandise to
the public, as well as to the art community.
This art bazaar is to show that students
can make just as good products that
appeals to the public just as much as
those established businesses.

Concept
The concept behind the name is based on infusing
Malay words as well as establishing a relationship
between us and the customers. Malay words were
used as it represents our national language, where
“kamu” means “you”; “kami” meaning “we” or “us”.
The name was later changed to “ROJAK” and was
deemed suitable for our art bazaar because it
indicates different personalities, selling different
products with different styles just like the traditional
delicacy comprised of mixed fruits and ingredients.
Rojak also represents different races all living
together, united as one in this country.
Logo Draft
I want to express friendliness in the logo, hence I
used a more bold, casual font as the logotype. The
letters “U” and “I” are customized with a smiley
face, which makes the entire composition to look
fun. I used orange as the main color as it is vibrant
and attractive. Orange is also an energetic color,
which has a higher chance of engaging the public
to visit the bazaar. The 3 waves represent the
bazaar being free and easy, also wanting the public
to “come as you are”.

i.
ii.
iii.
i. - iii.: Initial poster sketch designs.

After consultation, I further improved on the visuals of the poster,
this time narrowing down to a more direct and clear presentation
of the idea. The merchandize are highlighted more in this set of
poster designs. Although better than the previous design, After the
second draft, we found our creative groove and managed to explore
new visual styles and going to a new set of direction. After getting
feedback from the lecturer, the visuals still look tad bit as if they’re
book covers, the illustrations overall didn’t bring enough impact yet.

After several discussions within the group, my
groupmates and I finally agreed to have this as one
of the two posters as our final design. We got the
feedback from the lecturer that it’s impactful and it’s
able to attract attention from the public. The bright
orange and the enlarge version of the illustration on
the poster ( top right) screams out the excitement of
being able to purchase various items from our bazaar.
The enlarged version helps in incorporating the
design into Facebook page banners. Both the poster
and banner is consistent and neat.

Final Artwork
When “ROJAK” has been confirmed as the new title,
I’ve redesigned the visual based on the enlarged art
direction. This time, I illustrated a character holding a
bowl filled with items and discount tags hanging on
its side. This rational is based off the dish itself, and
the variety of items as the ingredients.

03b
Star Wars: Jyn Erso
Jyn Erso was one of my proudest digital
pieces that I’ve ever painted. This is the
piece that taught me how to blend colors
correctly and pay attention to highlight
details as well as hlighting.

Step 1: Sketching
To kickstart the artwork, I traced the outlines
of the original artwork that I want to do on
Photoshop. The outlines are only necessary
to highlight certain features of the face to
guide the coloring process. This is the stage
where I’ve learned how to illustrate hair with
highlights and shading (which will be shown
in the later steps).
Step 2: Color Patching
We were taught to fill in the colors using the
eyedropper tool and then patch up the colors
unto the sketch. At this stage the overall look
seems to be rough and unpolished.
After the whole artwork is patched up, I began
blending the colors in for a smoother finish. For
this the smudge tool in Photoshop works best.
Now the artwork looks less patchy, but touch
ups are needed later in the process.

Step 3: Defining
Lights and Shades
Step 4: Hair and
Highlights
Step 3: The
Clean Up
After that, further colors are
added in to fill the whole piece.
Highlights are also added to
define the lighting.
Sharp corners and contrasts
were refined by giving a light
black outline to give a cleaner
look for the whole piece.
Once the color fillings are done,
I start to focus on the hair. Being
the most intricate part of the
piece, the hairs must be drawn
in one continuous stroke, one by
one, whilst following the lighting
shades. This helps in giving the
artwork a more detailed and
realistic look to it.
The nose, lips, brows and eyes
are cleaned up and polished to
ensure no patchy textures are
found on the intended smooth
skin surface.

Step 4: Final Touch Up
All details are refined at this point. Now
I added extra hair strands outside of
the hair pool and altered some lighting,
contrast and saturation adjusments.
I also added a backdrop and a serif
typeface to match with the original
styling of the wallpaper.

03c
THE1975 - Matty Healy
In one of my digital illustration
classes we were introduced to
caricature drawing. This is where
we not only get to train our skills
in coloring, but also analyze face
shapes and important features for
exaggeration of the face.
THE1975 is one of my favorite bands,
and their lead singer Matty Healy
has distinctive facial features which
caught my attention, hence I used
him as my subject of study.

Step 1:
Doodling Features
First I need to understand which part of Matty’s face
stands out that makes him look unique. After that, I
created a few variations of his caricature, exaggerating
his features like elongated chin or a big forehead.

Step 2:
Shading & Patching
After selecting the best caricature sketch, it’s
time to refine his face shape more to get a better
angle of coloring.
The next step is shading the shadows on his face.
This crucial step helps in determining the amount
of light exposure on certain parts of his face and
gives depth to the artwork so it doesn’t look flat.
Once done, it is ready for color patching.
Step 3:
Adding Details
Once color patching and smudge blending is
done, I am able to add in detailed elements into
his face. One notable thing is that he has a very
light stubble, and the sides of his hair are clean
shaven. For this I used a spray brush to mimic it
as such. The highlights on his hair as well as the
buttons on his jacket are also added.

03d
Ben’s Adventures
Ben’s Adventures is my Final Major Project in my
Diploma Course. Ben’s Adventures is a interactive
storybook that focuses on providing education for
children aged 6-8 in terms of learning new words
as wells as enhancing children’s thinking skills &
brain development. Ben’s Adventures not only aims
to recreate education in a more fun and interesting
way, but also encourages family time spent together
as it can be read as a bedtime story for children.
Concept:
Black & White school textbooks are the reason why
“Education is Boring”, hence Ben’s Adventures was
created to enhance children’s thinking skills & brain
development, learn new words, as well as to have
fun with the storybook.

Moodboard
For my moodboard, I leaned towards a
child-friendly direction in terms of color
and character, as my secondary target
audience is for kids aged 6-10.
Children are attracted towards vibrant,
eyecatching colors. I want my colors to
really stand out in the book. Character
designs are cartoony in styling as well.
Character
Taking inspirations from cartoony styles in
children’s books, I wanted to set a neutral
tone to my character design - something
that is not too exaggerated nor realistic at
the same time.
As I was doing my first doodle of a boy,
I felt that was the character that I had in
mind: subtle and cute. I gave him a crayon
coloring look to bring out a childish mood
for the character.

Content Design
Every page of the book is vibrant in color,
which is key to attracting the kids to read
the book. The texts are also easy to read
on a white border. Every illustration and
border has a rough brush stroke to them to
give a more rustic, handmade workpiece.

Content Design
Parts of the book contains interactive
sections, which allows children to
carry out some activities with their
family. Activities include DIY crafts,
simple food making, and games.
Educational sections are also included
so children can learn whilst enjoying
the book.

Extensions (Posters)
Here are a few examples of promotional
posters for the book. I intend to make
it a fun approach, hence using puns
to capture both adult and young
audiences. #Benmakespuns can also be
used as a marketing strategy to boost
brand awareness.

03e
Dope Cans
Brief:
Client:
Concept:
Design and develop an
exciting and eye-catching tin
for a planning kit for street
art supplies and equipment.
Students should create a
fictitious brand targeting the
young and arty sector.
- Dopecans
- Tiger Beer
#UNCAGED by Tiger beer is
about uncaging your passion, we
wanted to share with Tiger Beer
fans not only the stories of our
heroes, but their creations.
Graffti today has become
acceptable and seen as legal
art than vandalism. The aim
is to invite emerging artist /
beginners to collect these limited
series as a spray collection that
has been designed exclusively
just for the event itself.

Moodboard
Since this is a graffiti based art
style, my moodboard consists
of vibrant colors, thick black
outlines and only vector style
illustrations.
A handful of my references
suggests colors that differ from
reality colors - tigers dont have
to be just orange.

ii.
i.
iii.
iv.
i. - iv.: Tiger illustration development journey.
v.:
Progression drafts for the illustration.

NITRO
Painting Conditions: Use outdoors or in a
ventilated area such as an open garage. Use
when temperature is between 50°F (10°C) and
90°F (32°C) and humidity is below 85% to ensure
proper drying. Do not apply to surfaces that,
when heated, exceeds 200°F (93°C) or galvanized
metal. Avoid spraying in windy & dusty
conditions. Cover surrounding area to protect
from spray mist.
ethyl acetate, butyl acetate,
butane propane, isobutane
• Fast drying
• Low noise
• High pressure
• Excellent cover
Preparation: Remove loose paint and rust with a
wire brush or sandpaper. Lightly sand glossy
surfaces. Clean with soap and water, rinse and let
dry. WARNING! If you scrape, sand or remove old
paint, you may release lead dust. LEAD IS TOXIC.
Contact the National Lead Information Hotline at
1-800-424-LEAD.
Contains: TOLUENE, XYLENE AND ACETONE.
Vapor harmful. May affect the brain or nervous
system causing dizziness, headache or nausea.
Causes eye, skin, nose and throat irritation. Do
not puncture strike or incinerate (burn) container.
Exposure to heat or prolonged exposure to sun
may cause bursting. Do not expose to heat or
store at temperatures above 120°F (48°C).
PWarning: This product contains a chemical
known to the state of California to cause birth
defects or other reproductive harm. KEEP OUT
OF REACH OF CHILDREN.
500ml of liquid dope
www.dopecans.com
NITRO
Painting Conditions: Use outdoors or in a
ventilated area such as an open garage. Use
when temperature is between 50°F (10°C) and
90°F (32°C) and humidity is below 85% to ensure
proper drying. Do not apply to surfaces that,
when heated, exceeds 200°F (93°C) or galvanized
metal. Avoid spraying in windy & dusty
conditions. Cover surrounding area to protect
from spray mist.
ethyl acetate, butyl acetate,
butane propane, isobutane
• Fast drying
• Low noise
• High pressure
• Excellent cover
Preparation: Remove loose paint and rust with a
wire brush or sandpaper. Lightly sand glossy
surfaces. Clean with soap and water, rinse and let
dry. WARNING! If you scrape, sand or remove old
paint, you may release lead dust. LEAD IS TOXIC.
Contact the National Lead Information Hotline at
1-800-424-LEAD.
Contains: TOLUENE, XYLENE AND ACETONE.
Vapor harmful. May affect the brain or nervous
system causing dizziness, headache or nausea.
Causes eye, skin, nose and throat irritation. Do
not puncture strike or incinerate (burn) container.
Exposure to heat or prolonged exposure to sun
may cause bursting. Do not expose to heat or
store at temperatures above 120°F (48°C).
PWarning: This product contains a chemical
known to the state of California to cause birth
defects or other reproductive harm. KEEP OUT
OF REACH OF CHILDREN.
500ml of liquid dope
www.dopecans.com
v.

03e
Do It Right Project
“Do It Right Project” is a Malaysian based
designer brand. It is an illustrative collection of
mini IKEA inspired comics, created to educate
the public on steps to be a mannered citizen
and shaping a better future.
the objective of this project is to have the
public to understand basic simple etiquette
and to actually apply it in their daily lives. We
also want this project to be shared among the
younger generation, to teach them a handful of
“do’s and dont’s”.
Concept:
These signs seem pretty straightforward and
simple, yet the public to not adhere to them.
I chose IKEA as my design styling as a form of humor
and mockery towards those who can’t follow even the
simplest rules in their daily lives.

Do It Right Project aims to be as authentic as
possible to IKEA’s styling, from art to packaging.
The idea is simple: create a “Basic Ethics Kit” for the
audience, titled: “How not to be an ass in ____.”
This kit primarily contains subcategories of
illustrations, for example: in relationships, at school,
or in public. Other items included in the kit are 2
sets of stickers and a welcome card.

i.
i.:
Welcome card upon unboxing.

The kit contains several themes based
on the situation or location (example:
school, in public). The “Ethics Manual”
will be allotted into said themes in a
brown envelope, mimicking IKEA’s
furniture box packaging.

04.
Campaigns
The Timeless Tales
HEINZ “Lebih Banjir, Lebih Sedap”

04a
Timeless Tales
Brief:
Concept:
A cultural preservation organisation has
curated an exhibition and approached you
to propose a design solution that would
help bring out an immersive experience
for exhibit visitors to understand the
content in an engaging way.
The concept is “preserving memories”, this is
inspired from the idea of diaries and documentaries.
Diaries are written and documentaries are recorded
because they represent something meaningful
to someone or to capture an important event or
occasion. I want parents to cherish present time with
kids by photographing them, hence the memory will
never be lost.

Ideation
We have previously worked with
the Interior and Archtectural Design
(IAD) degree students to come up
with the spacial planning and design.
The design concept is “Endless
Motion”, a visualisation where as if
one is travelling back into time, portal
bringing our memories back to the
past, reminiscing good old days,
childhood, timeless memories.
This is inspired by the time machine
- which bring us back to the PAST,
PRESENT and FUTURE - because
folklores are timless and has been
passed down for several generations.
Artist: Angela Glajcar
Artist: Noah Hornberger
Solution
I was inspired by the concept model and
thought of the “Blend Tool” function in
Illustrator. It’s able to produce that looping
illusion and thus creating that “time
machine” feel to it. As I was searching
through the art style, I was also reminded
of the Javanese tribal fabric patterns.

Color
C: 100
M: 95
Y: 35
K: 28
R: 33
G: 40
B: 89
C: 0
M: 9
Y: 13
K: 0
R: 254
G: 231
B: 217
C: 0
M: 57
Y: 97
K: 0
R: 246
G: 134
B: 35
P 100-8 C P 24-9 C P 24-8 C
#212859 P 100-16 U #FEE8D9 P 24-9 U #F68724 P 24-8 U
Based from a Javanese
fabric pattern.
Vintage, dreamy, clean.
Bold, gold, classic.
Typeface
Rachel
Helvetica
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
+-`~:;”’<,>.?/|\
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
+-`~:;”’<,>.?/|\

The initial black colored background was
used to show elegance, but then it looked
tad bit dull after awhile, so I changed it to
a navy blue and also beige background.
The navy blue was inspired off a Javanese
color pattern (since most of our folklore
originated from Java). The orange was to
signify golden days of folklore as well as it
being timeless, and the beige background
is to give it a vintage color palatte.

Restroom
Stairs to 1F
Play and Swing Area
Campfire
2F
2F
2F
2F
1F
1F
Restroom
Stairs to 1F
Light Box Wall
Interactive Area
Light Box Wall
Interactive Area
Reception
Info Booth
Reception
Info Booth
Play and Swing Area
Campfire
Stairs to 2F
Reading Area
Stairs to 2F
Reading Area
1F Reception
Info Booth
1F Reception
Info Booth
2F Restroom
Campfire
2F Restroom
Campfire
Light Box Wall
Interactive Area
Light Box Wall
Interactive Area
Play & Swing Area
Play & Swing Area
1F
1F
Opening Hours
2nd-17th Feb 2019*
9.00 am - 7.00 pm
*Weekends and Public Holidays are open.
Opening Hours
2nd-17th Feb 2019*
9.00 Folklore am Venues - 7.00 pm
2F
*Weekends and Public Holidays are open.
Folklore Venues
2F
1F
1F
Puteri Santubung
Puteri Gunung Ledang
Sang Kancil
Puteri Santubung Zaleha
Puteri Gunung Mahsuri Ledang
Bawang Merah & Bawang Putih
Sang Kancil
Puteri Zaleha
Puteri Mahsuri
Bawang Merah & Bawang Putih
i.

ii.
iii.
iv.
i.:
ii. - iv.:
Exhibition signages.
Sigange mockups.

v.
v.:
vi. - vii.:
viii.:
Exhibition Booklet mockup.
Merchandizing mockups.
Event crew tag mockup.

vi.
vii.
viii.

2nd -17th Feb 2019
9.00 am - 7.00 pm
Old China Cafe,
Petaling Street,
11, Jalan Balai Polis,
5000, Kuala Lumpur
ix.
Date & Time
2nd-17th Feb 2019
9.00 am - 7.00 pm
Venue
Old China Cafe,
Petaling Street,
11, Jalan Balai Polis,
5000, Kuala Lumpur
Featuring
Mahsuri
Sang Kancil
Puteri Zaleha
Puteri Santubung
Puteri Gunung Ledang
Bawang Merah & Bawang Putih
x.

Date & Time
2nd-17th Feb 2019
9.00 am - 7.00 pm
Venue
Old China Cafe,
Petaling Street,
11, Jalan Balai Polis,
5000, Kuala Lumpur
Featuring
Mahsuri
Sang Kancil
Puteri Zaleha
Puteri Santubung
Puteri Gunung Ledang
Bawang Merah & Bawang Putih
xi.
xii.
ix.:
x.:
xi.:
xii.:
Facebook banner.
Instagram posts.
Facebook page mockup.
Instagram page mockup.

04b
Lebih Banjir, Lebih Sedap
Brief:
This was a D&AD brief titled
“Celebrating 150 years anniversary
of Heinz Ketchup” which aims to tell
people that it has always been part of
the life of Malaysians and will continue
to be with them for the years to come.
Client:
Kraft Heinz
Concept:
Malaysians love to drench their food in
sauces and gravy, because that’s the way
we like our food extra flavourful. There
can never be too much when it comes to
sauce. By using the insight, we came up
with a on-site minigame which can help
promote the brand.

TOMATO
KETCHUP
TOMATO
KETCHUP
Problem
Solution
Heinz Ketchup isn’t a big player when it
comes to Malaysian market who grew up
with Maggi and Life. This causes a low brand
exposure for Heinz Ketchup to Malaysian
consumers thus Heinz need to come up with
a campaign to win the hearts of Malaysians.
Lebih Banjir, Lebih Sedap is a large life event
to celebrate our love for sauce drenched food.
Players will “Banjir Jump” repeatedly on a
giant trampoline button to squeeze as much
sauce into the giant burger.
Mechanics
A giant trampoline which could fit
about 15 people is set up in front
of the burger.
Beside the burger is a meter
gauge, in which participants are
required to jump repetitively on the
trampoline to fill up the meter.
Once the meter has reached
its goal, it triggers a squeezing
animation on the giant ketchup
bottle, then comes the grand finale
- liquid ketchup rains down from
the bottle.

Campaign Rewards
We want participants to remember this
event by rewarding them with something
unique. We first thought of a giant sized
kecthup bottle as the reward, then we
added a event-only t-shirt later on.
THE KING OF
BANJIR T-SHIRT
I BANJIR-ED
SAUCE ON A
28-FOOT
BURGER!
Every participant wins a limited print
t-shirt from the event.
2

HEINZ 150 YEARS
LIMITED EDITION
BANJIR SIZE KETCHUP
Heinz provides a huge limited edition
ketchup bottle for the winner that
participated in the Banjir Jump event.
1500ml
400ml

05.
Entrepreneurship
That’s a pretty long ass word.
SNKRscaled

05a
SNKRscaled
SNKRscaled is a sneaker illustration business that
I created around April of 2019. With new sneakers
launching from time to time, not forgetting the
classics as well, new posters are also being designed
for those who want artworks of the latest and most
talked about shoes.
From posters to pins (and more to come), SNKRscaled
aims to every Sneakerhead and Hypebeast’s dream to
enjoy the art of sneaker culture on a budget.

Ideation:
SNKRscaled (pronounced as ‘sneaker scaled’)
started as a big inspiration from a British graphic
designer / illustrator Dan Freebairn who goes by
the alias “Kickposters” on Instagram. He started a
sneaker illustration poster business and ships them
all over the world.
As a Malaysian, currency exchange between
Malaysian Ringgit (RM) and British Pound Sterlings
(GBP) made it hard for us to obtain his works.
Because of that, I decided to create my own set of
sneaker illustrations with my own style.
I aim to be able to contribute to the streetwear and
sneaker community of Malaysia so that everyone can
enjoy what I love most - obtaining sneakers whether
physically or print.
Development:
The brand’s name has gone through a few changes
when I was thinking of a name for a poster business.
Printing sneaker illustrations on paper means it’s
smaller than a physical shoe, hence it’s been “scaled
down” in size. The SNKR abbreviation was adopted
from the sneaker app with the same name.
I wanted the logo to show a hand holding a
miniature sneaker. After a few changes, I decided
to go with a shoebox - a necessity for all shoes,
and the joy of opening the shoebox to reveal the
sneakers itself.

Journey
Over the months I’ve been able to create several
illustrations during my free time. I’ve set up my
prints and added stickers for variety in the early
stages of business.
Above shown are most of the works that I’ve done
over the course of 8 months.

Expansion:
In early June, I managed to expand my business
further as I got to make enamel pins. This idea came
around when pins were slowly becoming a big hit in
Malaysia.
By end of June, I had a bazaar booth in Makers
and Co Market event. The pin sales were a success
as I managed to sell about a quarter of the whole
quantity in 2 days.
In early of 2020, embroidery t-shirts are
now part of the merchandize. I promoted
it as a package where customers are able
to get their hands on not only the shirt,
but the stickers and postcards as well.