Portfolio 2023
Hello, I am Roberta. Welcome to my portfolio website. I have completed my design education at Central Saint Martins, University of the Arts London. I'm enthusiastic about design, innovation, and marketing. My objective is to explore different cultures, exchange ideas, and utilize my creative skills in design fields. You can contact me via LinkedIn if you are interested in my work or have an exciting opportunity you want to share.
Below is a short list of my work :]
Social Media & Curriculum Vitae (CV)
Social Oriented Project
Homeless Shelter
2013 | Kraft Paper | 1200 x 2400 x 1000 mm
This creation is a foldable shelter designed for homeless people, allowing them to open and close it without obstructing pedestrians on the road at night. The objective is to provide an affordable living space for those in need. The design incorporates hexagonal holes, which allow for light and ventilation.
Misfit Fruits LAB
2019 | Exhibition Design | Experience Design
The idea behind Misfit Fruits LAB is to challenge people's attitudes towards misshapen food and explore the concept of perfection and imperfection in relation to food. Through the use of all five senses, the project highlights interesting facts about misshapen fruits. The main goal of "Misfit Fruits LAB" is to educate people about sustainable ways of consuming food products.
Creation of E-waste
2010 - 2013 | Electronic Wastes, LEDs
Improper disposal of electronic waste can release harmful pollutants that damage the environment. My work focuses on upcycling electronic waste and giving it a new purpose, aiming to make things useful again. Over the past three years, I have collected electronic waste and created household products to restore value to these items. Perhaps, I will continue to develop this work in the future.
Bakery Hearts
2016 | Creative Promotional Campaign
The Ang Mo Kio Family Service Centre in Singapore has been operating this social enterprise since 2010. They employ women from low-income families and provide training in baking and social skills. My objective was to boost sales by offering customers the option to personalize their cookies using a generator. I proposed creating a system that can custom-make cookies within 5 minutes.
User Interface & User Experience
Perfect Pitch
2019 | User Interface & User Experience Design
I worked on Perfect Pitch, an educational music app for learning how to sing. It offers learning and practice tools, as well as tracking features, accessible anytime and anywhere. In my role, I was responsible for designing the app interface, ensuring a positive user experience, and creating the website and promotional materials.
Publication Design
Instatravel
2018 | Publication | 200 x 200 mm
My work delves into preconceptions by examining how social media has influenced our thoughts and perceptions of landmarks, presenting an unrealistic and idealized image of popular tourist attractions. It merges expectations with the actual reality of well-known landmarks, scrutinizing the manner in which we consume and interpret information through social media.
Visualising Future A.I. Scenarios
2020 | Publication
This brief focuses on visualizing potential future scenarios of artificial intelligence adoption and implementation in professional service firms in the UK. I examined how the concept of Platform Domination in 2030 scenarios could be represented through publication, illustration, and information design. My goal was to simplify a research paper and enhance its readability.
City Window 360° Book
2017 | Digital Fabrication & Publication
City Window was a collaborative project between Japanese illustrator Yosuke Yamauchi, Lab by Dimension Plus, and our team. Together, we created a 360° book featuring a series of illustrations by Yosuke Yamauchi. In addition, we organized laser cutting and Coptic stitching bookbinding workshops to teach individuals how to utilize a laser cutter in crafting their own 360° books.
Victoria Line Typologies
2018 | Publication
This typologies publication documents the diverse tile designs found along the Victoria Line. While in London, I noticed that each station had its own distinctive tile design. I collected images showcasing the sequence of stations and used them to create a narrative. My project aimed to capture the interactions between people and objects on the Victoria Line, illustrating the relationship between the stations and the travelers.
Typography Design
Akashi Typography
2015 | Posters, Magazine | A3, A4
Calligraphy is a distinctive blend of words, imagery, and aesthetics. Akashi, a Japanese whisky brand established in 1984, served as the inspiration for my project. The concept involved depicting the brand's rich history through meticulously painted calligraphy artworks. By combining two words in the illustrations, the objective was to convey the dynamic narrative of the brand and emphasize the exceptional quality of Akashi.
Advertising Campaign
New Balance Transforming Your Everyday
2018 | Repositioning Strategy
This project aims to convey the concept that "you are more than just one ideal" and that you have the ability to embrace multiple identities. It juxtaposes two contrasting environments, such as running in the outdoors, and seamlessly transitions into a more relaxed social setting. By incorporating the element of the logo, we have created an enchanting ambiance that reflects a sense of magic.
Martini Let's Make Time
2020 | Advertising Campaign
The objective of this project was to promote the importance of spending time with friends during MARTINI TIME. The design challenge was to develop a brand experience that goes beyond traditional advertising and embraces MARTINI's campaign concept of "Let's Make Time." I firmly believe that Martini is a brand that values and celebrates the significance of quality time shared with close friends.
Marketing Campaigns
2019 - 2020 | East Meets West Club
During my time in London, I worked as a graphic designer at an event management company. I was responsible for designing websites, email newsletters, invitations, social media posts, and assisting with event set-up. I collaborated with British corporates, including Berkeley Group, A. Lange & Söhne, and Residential Land, facilitating their engagement with Chinese customers.
Social Media Campaigns
2016 | CMRS Groups
During the semester break, I had the opportunity to work for a brand custodian group that specialized in fostering excellent brand communication in the digital and social media realms. I held a part-time position as a graphic designer within the creative team, closely collaborating with copywriters and the marketing team. My main focus revolved around creating visually appealing content for social media platforms and printed advertisements.
Character Design
MTR Collaborative Project
2016 | Passenger Educational Campaign
This project is a collaboration with Mass Transit Railway (MTR). Its objective is to convey a series of educational messages and safety information to the passengers. Engaging in this project provided me with a valuable opportunity to transform my ideas into tangible deliverables. I developed character designs, static images, and storyboards as part of the project.
Akashi Character Design
2015 | Brand Merchandising, 3D-Modeling
Character branding establishes a personalized connection between consumers and a brand by utilizing the dynamic personality of a character. This character serves as a representation of the brand's services, enhancing the values of its products and overall brand characteristics. The inspiration for my work stemmed from the natural ingredients found in Akashi whisky, such as green plum, wheat, and corn.
Digital Fabrication
Digital Fabrication
2015 - 2017 | Lab by Dimension Plus
During my two-year design internship at a digital fabrication laboratory in Hong Kong, I gained valuable experience in various aspects of the creative process. I assisted in product development using laser cutting technology, prepared promotional materials, organized creative workshops, and maintained exhibition spaces. Working with diverse materials like wood, acrylics, leather, fabric, and paper enhanced my understanding of materiality in design.
Coffee Stencil
2016 | Lab by Dimension Plus
In 2016, I worked at Lab by Dimension Plus, a design studio in Hong Kong. My role involved common room & co., a space that combined a maker space, gallery, coffee shop, and bookshop. We frequently organized creative workshops centered around shop themes like bookbinding. Additionally, we designed an open stencil for customers to personalize their coffee with text or illustrations.
Letterpress Mold Making
2017 | Lab by Dimension Plus
To explore the potential of laser cutting, I utilized acrylic material to craft a mold for the Adana Letterpress machine. The aim was to integrate new technology with the traditional letterpress process. This innovative mold-making technique enabled individuals to transform their imaginative ideas into tangible objects. It offered an accessible and efficient way for anyone to design and create their own molds within just one hour.
Card Wallet
2016 | Lab by Dimension Plus
This series of wallet designs is minimal, light, and handy. The wallets can be made from any kind of laser-cuttable materials. I specifically selected polypropylene and washable kraft paper for their durability and waterproof qualities. I thoroughly enjoyed the process of designing these products. My wallet design is now available as an open-source file, allowing everyone to download and create their own wallet.
Mini Table Lamp
2018 | Lab by Dimension Plus
The Mini Table Lamp was designed with the aim of promoting digital fabrication. We organized workshops about Adobe Illustrator and Laser Cutter. Participants were guided through the laser-cutting process, which encompassed design, engraving, and cutting. These sessions provided participants with valuable skills in material handling and enabled them to create new product design.
Branding & Identity
Pan Kee Dried Seafood
2017 - 2023 | Branding and Packaging Design
I worked as a freelance graphic designer for Pan Kee Dried Seafood, a company based in Macau. Established in the 1960s, my role was to assist the company in repositioning their brand and attracting the younger generation. I was responsible for various design tasks, including corporate identity, offline and online materials, seasonal promotions, and packaging.
McDonald's Next
2020 - 2021 | Promotional Materials for Internal Event
During the pandemic, I returned to Hong Kong and joined the first concept restaurant of McDonald's in Admiralty Centre. As a member of the management team, my responsibilities included assisting with the operation of the concept store and designing promotional materials for internal events.
Wedding Identity
2019 | Wedding Promotional Materials
A wedding is a special moment in life, and I was delighted to be invited by a newlywed couple to design a series of wedding materials for their ceremony. This included creating wedding graphics, designing invitations, and crafting a beautiful backdrop.
Photography
Walk With Me
2018 | 4” x 6” digital print photographs
The concept of my work is "city explorer," where I uncover hidden aspects of the community. During my visits to Manor Park, I observed London from a unique perspective, allowing me to discover hidden people and objects. As humans, we have limitations and cannot physically penetrate walls. To overcome this, I experimented with photography from a peeping angle, capturing glimpses of what lies beyond the walls through small gaps.
Iceland Landscape Photography
2019 | Photographs
I have a passion for photography and traveling, as they allow me to capture the essence of different places through my camera lens. Landscape photography, in particular, holds a special place in my heart as it enables me to freeze and preserve the breathtaking moments and memories I've experienced in different places.
Visual Diary & Illustration
Drawing & Painting
2014 - 2020 | Pencil Drawing
To me, drawing is a powerful means of expressing my emotions and documenting my observations. Through my drawings, I explore various themes such as animals, portraits, plaster sculpture, Zentangle, and ink painting. Each theme allows me to delve into different artistic techniques and styles, adding depth and diversity to my creative journey.
I don't know her name but I know her work
2017 | Cockatiel Prints on Japanese Paper | 297 x 420 mm
My work responds to Margaret Calkin James's Penguins (1935) with a contemporary twist by featuring a print of a cockatiel portrait. Drawing inspiration from James's color palette, geometric style, and repetitive patterns, I incorporated repetition and layering techniques into my design, showcasing a modern approach to creating artwork.
Reading And Writing
2017 | Photocopy & illustration on paper
The concept of my work is to apply unconventional writing techniques to a classic European Literature piece - The Metamorphosis. With the famous opening line, "As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a gigantic insect," I experimented with various approaches including concrete poetry, blackout poetry, and word rearrangement to explore different artistic ideas.
Visual Diary
2014 - 2020 | Drawing Paper, Sketch Books
My visual diaries serve as a repository for the works that inspire me. They are the place where I store new ideas, conduct experiments, and document the development of my work. These sketchbooks capture my thought processes, including observations, imaginations, thoughts, experiences, experiments, and knowledge. They prove invaluable when it comes to organizing and refining my concepts.
Paper Engineering
Origami Workshop
2016 | Artist Collaborative Project
In 2016, I had the opportunity to attend a workshop organized by the Hong Kong Origami Society. The workshop focused on teaching various methods and structures of paper folding. Through origami, I discovered the art of creating different forms and shapes using just a sheet of paper. I was fascinated by the versatility of paper, as it could be transformed from a 2D surface into a 3D object capable of carrying weight beyond its own. Inspired by this newfound knowledge, I folded a special nest for my cockatiel.
Origami Gown
2012 | Paper | 1200 x 500 x 300 mm
During my time at the HKICC Lee Shau Kee School of Creativity, I had the chance to learn Japanese origami. One of my creations was a paper folding gown, constructed using various folding patterns. By repeating and joining the paper together, I crafted a wearable garment. This exploration allowed me to realize the remarkable malleability of paper.
Body Extension
2020 | Paper & Fabric | Paper Engineering
The Design for the Future Self project involves envisioning myself in 50 years and developing a body extension design aimed at enhancing the quality of life in later years. One of my creations is a foldable textile pattern that can be transformed into body protection, effectively preventing serious injuries resulting from falls.
Artist Collaborative Project
Project Moon
2012 | Artist Collaborative Project
We were invited by The Link, a shopping mall, to host a traditional lantern workshop in Lok Fu Shopping Mall as part of the mid-autumn festival celebrations. With the guidance of lantern master Paul Chan, we learned the art of framing paper with bamboo strips and honed our skills. After a month of training, we had the opportunity to lead a workshop where we taught local residents how to make their own lanterns.
Street Arts
2015 | Artist Collaborative Project
This two-week project was a collaboration with French artist Sautel Cago, supported by social enterprise Run Our City. We had the opportunity to paint our illustration on a wall located in a backstreet of Kwun Tong. I gained skills in using spray paint while creating a depiction of a cockatiel. This experience changed my perception of graffiti, from negative to positive. I discovered that street art possesses the ability to evoke beauty and inspiration.
Competitions
Project Campus
2017 | Competition organized by Cosmopolitan magazine
Project Campus was a six-month competition co-organized by Innisfree, PLAN International, United Overseas Bank, and ete!. Our team developed four campaigns, applying the advertising and marketing strategies we learned at university. It was a valuable opportunity to put our knowledge into practice in a real-life setting.
Hong Kong Water Race 2016
2016 | Promotional Materials
This event, organized by Wofoo Social Enterprises in collaboration with the Water Supplies Department and sponsored by HSBC, aimed to raise public awareness about the water crisis through city orienteering. My role involved designing various promotional materials such as MTR lightboxes, posters, leaflets, registration forms, backdrops, magazine features, and newspaper advertisements.
The Future of Child Health
2016 | Hoarding, Poster | 150m x 2.4m
This project was commissioned by the National University Hospital Singapore and co-organized by Nanyang Polytechnic. It involved designing hoarding illustrations for the construction site of NUHkids. The goal was to create artwork that aligns with NUHkids' Vision and Mission, which encompass Social Responsibility, Education, Clinical Care, and Research.
Animation & Videography
Storytelling
2014 | Animation | 30 seconds
Initiated and organized by Wofoo Social Enterprise, this animation aimed to promote a healthy diet in Hong Kong. The goal was to convey warmth, love, care, and positive emotions by depicting strong family relationships and a healthy lifestyle. Throughout the project, I gained valuable skills in storyboarding, which helped me effectively communicate important details such as camera angles and lighting.
Spatial Design
Snail Voice
2016 | Exhibition Design
During my exchange studies in Singapore, I focused on studying snails and their intriguing spiral shape, patterns, and structures. Inspired by their aesthetics, I designed an educational exhibition called "Snail Voice" for the Botanic Garden. The objective was to encourage visitors to adopt a snail's perspective, slowing down and exploring their surroundings while engaging their senses.
Social Centre for Elderly
2013 | Cardboard, Bush, Plastic
With over one hundred thousand elderly people living alone or as couples in Ngau Tau Kok, my project focused on addressing their social needs and providing public spaces for them. The goal was to establish a social network and encourage their active participation in a local social center through organized activities. Inclusive design elements were incorporated, such as the inclusion of three long ramps to accommodate wheelchair users.
Environmental and Spatial Studies
2013 | Paper, Cardboard, Plastic
In response to the frequent occurrence of family tragedies in Tin Shui Wai, a densely populated residential area in Hong Kong, I aimed to optimize facilities to provide activities and entertainment for residents, particularly new immigrants lacking sufficient support within society. This initiative aimed to enhance their well-being and social engagement.
Performing Arts
Into The Flood
2010 | Sun Son Theatre Taiwan
Performance:
2010 School of Creativity Multi-media Theatre
Poetry Festival
2010 | Dramatic Virulence
Performance:
2010 HKICC Lee Shau Kee School of Creativity
Drama Festival
2010 | Dramatic Virulence
Performance:
2010 School of Creativity Multi-media Theatre
Monodrama
2011 | Creative Profession-Oriented Programme
Performance:
2011 School of Creativity Multi-media Theatre
Offending The Audience
2011 | Creative Profession-Oriented Programme
Performance:
2011 School of Creativity Multi-media Theatre
Beyond the Horizon
2011 | FM Theatre Power
Performance:
2011 School of Creativity Multi-media Theatre
2011 Black Box Theatre Shanghai
One Hundred Years of Solitude
2011 - 2012 | Zuni Icosahedron, Drama Box Singapore
Performance:
2011 Grand Theatre, Hong Kong Cultural Centre
2012 School of The Art Singapore
2012 Esplanade Theatre, Singapore
One Table Two Chairs
2012 | Zuni Icosahedron, School of The Art Singapore
Performance:
2012 School of The Arts Singapore