*--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--**--.--'``'-...__...-'``'--.--*

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Duolingo: Non-fungible efforts

A communication campaign for Duolingo aimed at reengaging users in their language studies, leveraging the power of NFTs.

---~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~----~--^---~----~--=--~~--+----~-

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[!]

Role

Project Direction,

Design,

Motion graphic,

Illustration,

Visual Communication.

Date

Theme

Context

This is an entry for the D&AD New Blood competition in 2022, under the Duolingo brief. The brief was about getting people motivated to do their daily lesson.

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1/ Research and Ideation:

This project went through a lot of ups and downs in the research phase as well as ideation because of the conflicting perspectives among members coming from different backgrounds. This included individuals with visual design backgrounds–Me and Diệu Ly, and those with advertising backgrounds–chị Hà and Duy.

We had been diving deep into lots of researches, articles, Twitter (now X)/Tiktok account of Duolingo, Duolingo forums (fortunately still available in 2021), Reddit forums and various other sources, to understand the issue of the high turnover rate among Duolingo users. The problems ranged from issues related to in-app functions, the psychological impact of losing streaks, to the diverse learning behaviors, especially when it comes to acquiring a new language.

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In the process, we found out that some of the previous winners of the Duolingo brief seemed to be inspired by or resembled some of Duolingo's April Fools' campaign before, at least in our opinion (sus.)

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We looked into some current trend reports to see if we could take advantage of any opportunities for like brand collaborations or in-app integrations.

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Some random ides popped up!

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From those materials, we had a lot of ideas initially.

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...and several more ideas, but they either lacked one of the two: a clear problem or a solid insight. We couldn't reach a decision because each generated idea failed to be compelling enough for at least one of us. We often found ourselves going back to the research phase to check if we had missed something, tried to come up with out-of-nowhere ideas, and eventually dropped it days later. It was a bit of a never-ending loop for almost three months.

We opted to seek advice from Hà and Duy’s professor at RMIT University Vietnam–Farida Kbar. It was super insightful to have a third perspective into the project. She suggested that the NFT ideas might have potential, especially given the intriguing insight about the inclination of young learners to brag about their achievements.

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After countless fights, mostly because I was getting a bit tired of NFTs and Blockchain (I'd been neck-deep in that stuff at my previous full-time gigs), We finally locked on this direction embracing NFTs with the insight of showing-off. At this time, there were like only 3 weeks left before the competition deadline, so we had to quickly jump in the execution.

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While streaks are designed to motivate Duolingo's users to come back to their lessons, they have slowly lost their novelty and appeal. Once learners fall off a long streak, they lose their motivation to learn again. Since NFT has been the hottest thing in mainstream culture for 29.7% of Gen-Zers, owning an NFT is owning the ultimate bragging material.

Our solution: We gave them a solution to immortalize their streaks and showcase it in an even cooler way. By recording our users’ learning data, we’re generating a unique NFT for everyone. Upon being minted onto our eco-friendly blockchain, these NFTs will store users’ streaks and can be updated as they progress through their learning journey. Users can share their NFT onto social media in whatever way they want for the ultimate brag.

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2/ Art direction and Execution:

The illustration direction for the NFTs is pixel art combined with isometric/trimetric perspective drawing. The rest of of the art directions follows the Duolingo visual identity like Feather Green colour or the DIN Next Rounded typography.

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The NFT art is created by combining various sets of items such as clothing, headwear, shoes, and more, all worn by the Duolingo character.

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Some selected variation of the Duolingo NFTs

The final promotional video is the toughest part of this execution phase. I had to finish it from start to end within 1 week before the submission deadline.

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Promotion video entry

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(#)

This entry won a yellow pencil in New Blood D&AD 2022

What did the judges have to say?

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"A beautifully crafted and well-realised idea. The art direction, design and copy worked together seamlessly. It's incredibly smart and answers the brief perfectly - there's an additional intelligence here as well; showcasing an understanding of an emerging technology that's a bit of a red herring for everyone right now, wrestling that beast to the ground and applying the most robust aspect of that thing and applying it as an easy solution for the brand and product that adds value. When you can make the complex simple and have real soul and artfulness sing through a creative tech idea - you've won."

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Farai Dube, Brand Director, Wieden+Kennedy

Bảo Anh as motion/animation designer and character illustrator

Diệu Ly as graphic designer and animation support

Hà Đàm as copywriter

Duy Nguyễn as copywriter

Farida Kbar and Thanh Ngo for consultation

(Personally thanks to The Lab Saigon for these valuable experiences working with NFT projects)

This entry joined the competition under Hà and Duy’s college - RMIT University Vietnam

Individual Credits

Other works

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[!]

An artist website focusing on claiming the traces left behind during a web development process, pondering the question of how we can observe the growth of a web page.

Victoria Hertel Velasco website

2023-11

[!]

(#)

My final year project, delving into the longlasting division between North and South Vietnam, intricately woven with my family's personal stories.

Nam Bắc Một Nhà

2023-01

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($)

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A font that when moved up, it becomes uppercase; moved down, it's lowercase.

Variable-Case modular font

2023-02

[=]

($)

[*]

Visualization of human passion inside web developer tools.

Measure a machine’s heart

2023-05

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[!]

Transform Google Translate into a platform battling against censorship!

Google Translate: Uncut

2023-01

[+]

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($)

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A website with its navbar in the middle?

The navigation bar that is in the middle of nowhere

2022-08

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Waiting...

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-/\

Site is built on Next.js with Tailwind CSS. CMS is from Notion API with react-notion-render ↗︎ by @9gustin for data rendering and upload-notion-images-to-cloudinary ↗︎ by @guillermodlpa for hosting images form Notion to Cloudinary. You can view the database on Notion here notion link ↗︎. Other dependencies include Prisma + PostgreSQL, Framer Motion, probe-image-size, seedrandom, react-lazy-load, ... See the Github repository of the site here github link ↗︎.

Typeface is Alegreya ↗︎ designed by Juan Pablo del Peral, Huerta Tipográfica. Mono typeface is Select Mono ↗︎ designed by MICHAEL McMASTER.

The idea of the site can be observed via the 3D View of the developer tool of Microsoft Edge. Inspect the site to see.

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Duolingo: Non-fungible efforts

A communication campaign for Duolingo aimed at reengaging users in their language studies, leveraging the power of NFTs.

(&)

-/\

[!]

Role

Project Direction,

Design,

Motion graphic,

Illustration,

Visual Communication.

Date

Theme

Context

This is an entry for the D&AD New Blood competition in 2022, under the Duolingo brief. The brief was about getting people motivated to do their daily lesson.

($)

[*]

1/ Research and Ideation:

[=]

-/\

(&)

($)

(#)

We looked into some current trend reports to see if we could take advantage of any opportunities for like brand collaborations or in-app integrations.

-/\

(%)

($)

[+]

[!]

Some random ides popped up!

-/\

[=]

From those materials, we had a lot of ideas initially.

[+]

-/\

($)

(#)

-/\

[=]

[!]

-/\

(%)

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(&)

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($)

(#)

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(%)

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[=]

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[+]

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[!]

[*]

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(%)

[!]

(&)

(%)

($)

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($)

(#)

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(%)

(#)

[+]

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(#)

[=]

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2/ Art direction and Execution:

($)

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The NFT art is created by combining various sets of items such as clothing, headwear, shoes, and more, all worn by the Duolingo character.

[=]

($)

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[+]

(%)

[+]

(%)

[!]

(#)

-/\

(#)

-/\

[=]

-/\

[=]

-/\

[*]

[+]

[=]

[!]

(#)

Some selected variation of the Duolingo NFTs

The final promotional video is the toughest part of this execution phase. I had to finish it from start to end within 1 week before the submission deadline.

-/\

(#)

(&)

(%)

($)

[*]

[+]

[=]

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($)

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(&)

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($)

[*]

[+]

(%)

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Promotion video entry

(&)

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[!]

(#)

This entry won a yellow pencil in New Blood D&AD 2022

What did the judges have to say?

[=]

(&)

-/\

Farai Dube, Brand Director, Wieden+Kennedy

Bảo Anh as motion/animation designer and character illustrator

Diệu Ly as graphic designer and animation support

Hà Đàm as copywriter

Duy Nguyễn as copywriter

Farida Kbar and Thanh Ngo for consultation

(Personally thanks to The Lab Saigon for these valuable experiences working with NFT projects)

This entry joined the competition under Hà and Duy’s college - RMIT University Vietnam

Individual Credits

Other works

(&)

-/\

[!]

An artist website focusing on claiming the traces left behind during a web development process, pondering the question of how we can observe the growth of a web page.

Victoria Hertel Velasco website

2023-11

[!]

(#)

My final year project, delving into the longlasting division between North and South Vietnam, intricately woven with my family's personal stories.

Nam Bắc Một Nhà

2023-01

-/\

($)

[*]

A font that when moved up, it becomes uppercase; moved down, it's lowercase.

Variable-Case modular font

2023-02

[=]

($)

[*]

Visualization of human passion inside web developer tools.

Measure a machine’s heart

2023-05

(&)

(%)

[!]

Transform Google Translate into a platform battling against censorship!

Google Translate: Uncut

2023-01

[+]

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($)

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A website with its navbar in the middle?

The navigation bar that is in the middle of nowhere

2022-08

08/2019 →05/2023 (expected)	LASALLE COLLEGE OF THE ARTS Singapore Diploma in Design for Communication and Experiences For the AY 2021 - 2022, I take a gap year to return to my hometown, Vietnam. I will be coming back to Singapore this August 2022 to resume my study.
09/2016 →05/2019	HIGHSCHOOL FOR THE GIFTED—VNUHCM Vietnam High School Diploma

08/2022 →10/2022	PRACTICE THEORY Graphic Design Intern – Communication & Visual Designer for the Singapore-based creative studio
07/2021 →12/2021	THE LAB SAIGON Junior Graphic Designer – Communication & Visual Designer for the Saigon-based creative agency
05/2019	INTEL PRODUCTS VIETNAM Independent Freelance Illustrator – Stage Background Illustrator for the company’s year-end event.
2017 →Now	SMALL MEDIUM ENTERPRISES Freelancer in Graphic Design – Responsible for the visual images, graphics, illustrations and concepts for clients’ needs.

07/2022	D&AD New Blood Academy – Participant.
01/2022 →03/2022	Google Developer Solution Challenge 2022 – Participant.
09/2021 →04/2022	Google Developer Student Club - UIT – Development team.
05/2021 →10/2021	Project Vietnamme—a non-profit organisation dedicated to the relationship of young Vietnamese and the Arts. – Graphic Design Consultation.
10/2020 →01/2021	Vietnamme Magazine—magazine.vietnamme.me, an online magazine dedicated to the contemporary arts in Vietnam. – Website Development, Graphic Design.
10/2017 →01/2018	Human Library Vietnam—a non-profit organisation dedicated to raising awareness to societal issues. – Graphic Design, Illustration.
08/2017 →08/2018	Project Sugar—a non-profit student-run organisation dedicated to underprivileged children – Graphic Design, Illustration, Art Direction.

2022	D&AD NEW BLOOD YELLOW PENCIL – Awarded 2022 Yellow Pencil by D&AD New Blood for the entry Duolingo: Non-fungible Efforts.
2021	RED DOT JUNIOR AWARD – Awarded “Red Dot Junior Award” under Red Dot Award: Brands & Communication Design by Red Dot Award in 2021.
2021	CERTIFICATE OF TYPOGRAPHIC EXCELLENCE TDC67 – Awarded “Certificate of Typographic Excellence” in TDC67 by Type Directors Club and will be included in the Annual of the Type Directors Club, The World’s Best Typography.
2020	LASALLE SCHOLARSHIP 2020-2021 – Awarded LASALLE Scholarship 2020–2021 to cover my tuition fee for my great performance at LASALLE College of the Arts.
2019	LASALLE TUITION GRANT – Awarded 60% merit-based tuition grant for my tuition fee in the diploma at LASALLE College of the Arts.

1/ Research and Ideation:

2/ Art direction and Execution:

Individual Credits

Previous

Next

Other works

Victoria Hertel Velasco website

Nam Bắc Một Nhà

Variable-Case modular font

Measure a machine’s heart

Google Translate: Uncut

The navigation bar that is in the middle of nowhere

LASALLE COLLEGE OF THE ARTS

HIGHSCHOOL FOR THE GIFTED—VNUHCM

PRACTICE THEORY

THE LAB SAIGON

INTEL PRODUCTS VIETNAM

SMALL MEDIUM ENTERPRISES

– Proficient with the following Digital Softwares:

– Familiar with the following Digital Softwares:

– Technical Skills:

D&AD New Blood Academy

Google Developer Solution Challenge 2022

Google Developer Student Club - UIT

Project Vietnamme—a non-profit organisation dedicated to the relationship of young Vietnamese and the Arts.

Vietnamme Magazine—magazine.vietnamme.me, an online magazine dedicated to the contemporary arts in Vietnam.

Human Library Vietnam—a non-profit organisation dedicated to raising awareness to societal issues.

Project Sugar—a non-profit student-run organisation dedicated to underprivileged children

D&AD NEW BLOOD YELLOW PENCIL

RED DOT JUNIOR AWARD

CERTIFICATE OF TYPOGRAPHIC EXCELLENCE TDC67

LASALLE SCHOLARSHIP 2020-2021

LASALLE TUITION GRANT

1/ Research and Ideation:

2/ Art direction and Execution:

Individual Credits

Previous

Next

Other works

Victoria Hertel Velasco website

Nam Bắc Một Nhà

Variable-Case modular font

Measure a machine’s heart

Google Translate: Uncut

The navigation bar that is in the middle of nowhere