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

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Singapore Art Week 2023

Some process works for Singapore Art Week 2023 identity.

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

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[!]

Role

Design,

Visual Communication,

Illustration.

Date

Theme

Context

Having previously undertaken the identity design for Singapore Art Week (SAW) in 2022, Practice Theory was once again entrusted with conceptualizing the identity for Singapore Art Week 2023. I was part of the team involved in this project and had been exploring various intriguing directions.

Here are a few concepts I put forward for SAW 2023. Using visual cues like speech bubbles often seen in comic strips, I wanted to direct attention toward the general audience whenever Singapore Art Week was brought up. By doing so, we highlighted the significance of the community's role and underscored the impact they can make. This approach sought to emphasize the collective influence and the potent sense of community during the event.

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Following the first round, the clients expressed their strong interest in the direction featuring the mascot below. The mascot was constructed using the letters S, A, and W, creating an adorable yet somewhat bulky character reminiscent of Baymax from the movie "Big Hero 6." The charm in this approach stemmed from its simplicity, making it both endearing and appealing despite its somewhat comical appearance.

[+]

[!]

One of the key inspirations I think is this Mondo Mascots account on Twitter. The account is essentially like an encyclopedia of adorable Japanese mascots. It's a treasure trove of cuteness!

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So I went ahead, trying to create and experiment with various iterations of the mascot.

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[!]

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Here are several vector drafts where I experimented with different aspects of the mascot, including its form, body proportion, and various body parts.

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I spent quite a while tweaking the mascot's eyes and mouths because, with such a minimalistic design, they were the key to expressing emotions and adding personalities.

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One of the mascot iterations that I quite dug is breaking down the three letters (S, A, and W) into three separate mascots that could be combined into a single character, adding a versatile element to the design.

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From that, I spiced it up by including this ‘stop theft is a crime’ cardboard standee reference, which is a real Singaporean classic. It just felt funny!

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On the flip side, I was cooking up another idea for the mascot. I drew inspiration from variable fonts and decided to give it a whirl with our mascot, especially because it was crafted from letters in the first place. Imagine it being like different font weights, but in mascot form, with varying size, body width, height or even emotions. I thought it could be a neat twist!

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[!]

[*]

To perfectly nail this idea in a technical manner, I took advantage of variable font technology, creating a font that has 4 variable axes:

Width
Detail
Speed (changing the position of some details to convey a sense of motion)
Slant

It was 16 masters to draw, but fortunately, I only needed to design four characters, which included S, A, W, and a character that represented the eyes and mouth (for which I used 'U').

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[!]

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These are the mascots designed with the variable font.

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Although my mascot concepts didn't make it to the final design, I gained valuable experience in character creation and design research throughout the process. It was a fun learning journey that allowed me to explore different ideas and improve my character design skills.

Bảo Anh as graphic designer

Benjamin Lee as graphic designer

Miki Charwin as graphic designer

Randy Yeo as design director

Joey Lim as project manager

Works are done at studio Practice Theory

Individual Credits

Group Credits

Practice Theory, SG

Form & Agency exhibition website

Design Futures Symposium 2022

Other works

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[!]

Various development works I contributed to during the time in Tusitala, a creative storytelling/literary art company based in Singapore

Works at Tusitala

2024-02

[!]

(#)

Freelancing stuff for Vinamilk, the famous dairy corporation in Vietnam

Vinamilk Freelancing Gigs

2024-03

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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

[=]

($)

[*]

Visual identity and website design for an online crowdfunding platform focused on creative & cultural products in Vietnam.

trămđốt platform

2023-12

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[!]

A typeface designed with generative ligatures, complemented by a website that maximizes this concept.

Form & Agency exhibition website

2023-06

[+]

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($)

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Enzyme-Infused Motion Graphics for a dynamic identity.

Design Futures Symposium 2022

2022-08

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($)

Waiting...

**********************************************************************************************************************************

--^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~---^~-----^~--_-~----^~~--_---^~-

-/\

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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Singapore Art Week 2023

Some process works for Singapore Art Week 2023 identity.

(&)

-/\

[!]

Role

Design,

Visual Communication,

Illustration.

Date

Theme

Context

($)

[*]

[=]

-/\

(&)

($)

(#)

-/\

(%)

($)

[+]

[!]

One of the key inspirations I think is this Mondo Mascots account on Twitter. The account is essentially like an encyclopedia of adorable Japanese mascots. It's a treasure trove of cuteness!

-/\

[=]

[+]

-/\

($)

(#)

So I went ahead, trying to create and experiment with various iterations of the mascot.

-/\

[=]

[!]

-/\

Here are several vector drafts where I experimented with different aspects of the mascot, including its form, body proportion, and various body parts.

-/\

(%)

-/\

I spent quite a while tweaking the mascot's eyes and mouths because, with such a minimalistic design, they were the key to expressing emotions and adding personalities.

(&)

-/\

($)

(#)

[=]

-/\

From that, I spiced it up by including this ‘stop theft is a crime’ cardboard standee reference, which is a real Singaporean classic. It just felt funny!

(%)

-/\

[=]

-/\

[+]

-/\

[!]

[*]

To perfectly nail this idea in a technical manner, I took advantage of variable font technology, creating a font that has 4 variable axes:

Width
Detail
Speed (changing the position of some details to convey a sense of motion)
Slant

It was 16 masters to draw, but fortunately, I only needed to design four characters, which included S, A, W, and a character that represented the eyes and mouth (for which I used 'U').

-/\

(%)

[!]

(&)

(%)

($)

-/\

These are the mascots designed with the variable font.

($)

(#)

-/\

Bảo Anh as graphic designer

Benjamin Lee as graphic designer

Miki Charwin as graphic designer

Randy Yeo as design director

Joey Lim as project manager

Works are done at studio Practice Theory

Individual Credits

Group Credits

Practice Theory, SG

Form & Agency exhibition website

Design Futures Symposium 2022

Other works

(&)

-/\

[!]

Various development works I contributed to during the time in Tusitala, a creative storytelling/literary art company based in Singapore

Works at Tusitala

2024-02

[!]

(#)

Freelancing stuff for Vinamilk, the famous dairy corporation in Vietnam

Vinamilk Freelancing Gigs

2024-03

-/\

($)

[*]

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

[=]

($)

[*]

Visual identity and website design for an online crowdfunding platform focused on creative & cultural products in Vietnam.

trămđốt platform

2023-12

(&)

(%)

[!]

A typeface designed with generative ligatures, complemented by a website that maximizes this concept.

Form & Agency exhibition website

2023-06

[+]

-/\

($)

-/\

Enzyme-Infused Motion Graphics for a dynamic identity.

Design Futures Symposium 2022

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.

Individual Credits

Group Credits

Previous

Next

Other works

Works at Tusitala

Vinamilk Freelancing Gigs

Victoria Hertel Velasco website

trămđốt platform

Form & Agency exhibition website

Design Futures Symposium 2022

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

Individual Credits

Group Credits

Previous

Next

Other works

Works at Tusitala

Vinamilk Freelancing Gigs

Victoria Hertel Velasco website

trămđốt platform

Form & Agency exhibition website

Design Futures Symposium 2022