D&AD NEXT Designer Pencil Winning Case Sharing

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It's an honor to won a D&AD NEXT Designer Pencil. And this is my award-winning case sharing.
HOPE YOU ENJOY! 👁👁

D&AD is an education charity that promotes excellence in design and advertising. Each year, the D&AD Awards gather the world's best creative work from across the commercial design, advertising, production and craft disciplines to be judged by more than 400 global creative leaders, practitioners and innovators.

D&AD NEXT is the award for emerging creatives, designers, directors, illustrators and photographers. It’s a platform to showcase their talent to creative leaders, brands and agencies. PARTICIPANTS SHOULD PROVIDE 4 PROJECTS.

非常荣幸可以赢得 D&AD NEXT Designer 奖项，这是此次获奖案例的分享。

D&AD 是一个教育慈善机构，旨在促进卓越的设计和广告。每年，D&AD 奖都会收集来自商业设计、广告、制作和工艺学科的全球最佳创意作品，由 400 多位全球创意领导者、实践者和创新者进行评判。

D&AD NEXT 是为新兴创意人、设计师、导演、插画家和摄影师颁发的奖项。这是一个向创意领袖、品牌和机构展示他们才华的平台。每一个参赛者需要提交四个项目进行评选。

Details 详情可见👉 https://www.dandad.org/awards/professional/2021/234905/yinan-lyu/

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Future Exhibition👇

Future Exhibition is a salon and exhibition led by new designs and artists in kinds of areas, aiming to explore the connection of art and explain the confusion towards future art. We set up a seemingly clear visual network for the exhibition, and mix it with the image of Chinese characteristics "未来FUTURE" all areas are connected by lines while are confused because of the texture of "未来FUTURE" which made up an ordered plus disordered visual system.

未来·EXHIBITION是一个由多位各领域新锐设计师与艺术家联合发起的沙龙及展览活动，旨在探讨艺术间的联通与解析未来艺术环境的迷茫。我们为展览设置了一个看似清晰的网格视觉，又将抽象的汉字“未来”字型揉入其中，各行之间因线条而联通，又因“未来”二字相似的纹理所困扰，由此构成了一幅秩序与混乱共存的视觉体系。

Experiment of Optics👇

This is an experiment of optics. The key challenge is to present the flexible and changeable nature of light and shadow via design.

Based on the RGB mixture principle, we abstracted the rings and the high-saturation colors (Red, Green, Blue) as the visual focus. The exploration was defined as the same material as light, which is universal.

The three rings are inter-connected and separated from each other. We can feel the force from the expanding colors, which is a complex and ubiquitous visual feeling.

这是一场关于光学探索的实验，如何通过设计呈现出光影多变、灵动的特性是我们思考的关键。

通过光学RGB混合成色的原理，我们提取出高饱和度的红绿蓝和圆环做为视觉焦点，将这场探索定义成与光一样的物质，是无处不在的，你无法忽视它的存在。

同时三组圆环是互相接触又疏离的关系，在不断交融的过程中，我们可以看到三种色彩相互扩张所带来的力量感，是一种复杂又无处不在的视觉感受。

LINX Brand Identity👇

LINX is focused to improving people's daily life and paying close attention to the relationship between individuals and groups. Therefore, to enhance LINX reorganize the brand's visual symbols, allowing the audience to see LINX's emphasis on individuals, reflecting the enterprise’s transition from entrepreneurial products to brand focusing stage.
In this design, we use rectangular elements which shaped like the letter "I" as visual symbols, and each rectangle represents a different individual. At the same time, when the symbol are in rules configured together to convey the strength and to represent visual impact of a whole.

LINX 致力于改善人们的生活方式，密切关注个体与群体相处的关系，因此我们帮助 LINX 重新梳理品牌的视觉符号，让受众能够看到 LINX 对于个体的重视，反映了企业从创业产品阶段转向品牌关怀阶段。

在设计上我们采用形似字母 “I” 的矩形元素作为视觉符号，而每一个矩形都代表着不同的个体。同时，单独的个体排布在一起传达了群体的力量性和视觉表现力，这些一起构成了品牌的视觉识别体系，纯粹而有效。

Tobula Resa Brand Identity👇

Tobula Resa, a high-end beauty brand for men, which is from Latin and means 'a pure and innocent status'.We emphasizes product quality and formula logic. Taking the maintenance of a pure status as our philosophy, we expect to present the overall brand image and form our unique style with concise methods.

We present the status change via different proportions and colors to various extents. Such overlay gradation creates strong visual shock with clear logic. The elements can be extended to different degrees according to corresponding proportions and be adapted based on the change of content demand. It is an intense information transmission way.

Tobula Resa是一个男士高端美妆品牌，来源于拉丁文，意为“纯洁无暇的状态”，同时强调产品的品质与配方的逻辑，我们希望以一种同样纯粹的状态，运用简明的方法，来呈现整个品牌的观感，并以此形成自身的风格体系。

我们通过不同比例、不同程度的色彩来表现这种状态上的变化，这种层次上的叠加让整个视觉产生强烈的冲击，并且逻辑清晰。根据比例，元素可以进行不同程度的延伸，这种延伸可以针对不同的内容需求而改变，是一种强烈的信息传达方式。