Matthew Chan

Seeds For The Future 2021
· creative direction, video editing, and graphic design

Inspired by papercutting, the design of the SFTF 2021 visual identity used organic shapes and gradients to give off the feeling of flow and movement. The color for each content was picked based on it’s content pillar: pink and orange being announcement/general content, purple and dark blue being tech/expert related content, light blue being student content, and green being guest speaker content. Throughout the year, new visual identities were also developed for special SFTF series; the summer series uses tropical imagery on an orange and yellow base for that summer vibe.

Tech4Good Visual Identity
· graphic design

The Tech4Good Competition asks students to identify a social issue and to propose a technical solution for it based on the ICT skills they have learned during the SFTF program. As 2021 was the first year this competition has been hosted, Ogilvy was tasked to develop a new visual identity and logo to support it. Based on the client brief, they asked us to develop a visual based on “technology” and “competition”. Taking this brief in mind, I came up with three options based around trophies. Option 1 provided an abstract take on what a competition trophy was, using bubbles to support the shapes used in the SFTF visual identity. Option 2 provided the client with a more “traditional” take on a trophy, as it looked more tangible. Option 3 was the off-brief direction, giving clients another option if they were unhappy with the first two options.

The clients ended up chosing Option 3, the Logotype Direction

From here on I adapted the confirmed key visual into various dimensions, animations, and event specific content for social media.

Huawei SFTF 2021 Summary and Highlights
· video editing, and animation

An end of the year highlight compilation video summarizing everything accomplished in SFTF 2021.

Seeds For The Future 2022
· creative direction, video editing, and graphic design

Based on the success of the account from 2021, Ogilvy gave me to opportunity to lead and manage SFTF in 2022.

2022 Visual Identity
· graphic design

With 2022 approaching, the client needed a new visual identity for the new year. While they wanted to keep certain elements from 2021’s visual identity there were parts of the visual identity that they wanted to change:

Visual elements to change for 2022:

• Abstract and techy look and feel

• Organic shapes

• Cityscape

Based on these comments, I provided 2 art directions for the client:

Direction 1 focuses on glass as the key element of the visual identity, using it to create an abstract and techy look and feel. Coupled with the soft gradients on a light grey background, this direction would satisfy the changes the clients were looking for by changing the single dominant color previously seen in the 2021 visual identity, to one that’s more modern yet familiar.

Direction 2 uses sharp and colorful pastel gradients to create a holographic look and feel. Supported by a pastel gradient background, this direction is a more futuristic take on the 2021 visual identity. Colored strips were also considered as elements to be placed on the edge of the visual to highlight content pillars as those were a major element in last year’s visuals.

The clients wanted to combine the 2 directions together, taking some elements from each direction

The 2022 visual identity took elements from both art directions, using glass as the key element for the cityscape and circular accents. The 2022 visual identity used pink and orange as its primary colors, keeping the colors similar to those of last year. Though to satisfy the client’s request to change the single dominant color background, I used sky blue as the secondary color aiming for the visual to resemble a sunrise; this creative direction aims to give a bright and welcoming look and feel to the SFTF program, inviting students to join and grow with Huawei.

2022 Visual Identity, Static and Offline Content Adaptation

Video Content Adaptation

Apart from the change in the title and end lock ups, this year the client asked to remove the video mask used in all of last year’s video content. Instead, they chose a full bleed option, which presented the challenge of making the overall look and feel identifiable with this year’s visual identity. The solution I chose was to use this year’s colors in the question pop ups, as well as using glass-like elements, presenting subtle yet recognizable visuals throughout.