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identity design
SHOSHIN
beginner’s mind (初心)
As a second career lifer, I’m more mature than
my peers entering the same industry. One of
the concerns potential employers may have is
I am not as open minded or curious.
To challenge the likely assumption, my
identity design is inspired by the notion of
beginner’s mind, which originated from Zen
Buddhism.
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7
crafting the logo
My logo is the Chinese character “初“, which
represents shoshin. I wrote the character in
Chinese calligraphy seal script to demonstrate
the combination of beauty and strength. It is
stylised to take the form of a Chinese seal.
“初“ means beginning; it is humility, openness
and authenticity.
LOGO DESIGN
identity design
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WEBSITE
DESIGN
In line with the concept of the “beginner’s mind”, the landing page is clean and minimalistic. The
website is a parallax scrolling one pager based on a flexible 12-column grid system.
Potential users of the website are likely to be
businesses and individuals who are looking
for human-centered visual means to engage
people who matter. They will be able to obtain
details on the types of services I provide and
relevant experience and works accomplished.
Various contact points, including a contact
form, are accessible in the footer.
identity design
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identity design
SELF-PROMO
TION KIT
beginner’s kit
With a gardening set, I seek to engage the
grower in the concept of shoshin. The kit
comes with a plant dish and soil collected
from where I spent most of my time growing
up, shaping the strengths in me today. No
seeds have been artifically sown in the soil,
but keeping it well-lit and watering it in the
next months may see growth (or otherwise).
The uncertainty gets the grower to embrace
possibilities with a beginner’s mind, and also,
to put aside preconceptions (e.g. of mature
entrants to the creative industry). It also
suggests the possibilities that I could bring in
growing the business together.
Inspired by a Chinese calligraphy kit, both
my curriculum vitae and portfolio are printed
on papers similar to “xuan” paper used for
chinese calligraphy.
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phone
(65) 9630 7028
email
imhuishan@gmail.com
website
www.behance.net/elsahng
invoice
invoice #
date
client
contact
address
20160003
9 January 2016
Novoaid Pte Ltd
Mr Zhu Shunhao
105 Seletar Hills Drive
Singapore 807121
发票
Brand communication
Visual identity concept and sketch
Digital designing
Art working and finishing touch
Revisions
Font licences (at cost)
Subtotal
Courtesy discount
Deposit
Amount due
385.00
165.00
110.00
55.0
100.00
7.0
3.0
2.0
1.0
-
815.00
(0)
(0)
815.00
description fee / S$hours
Please make payment by cheque made out
to Ng Hui Shan, or cash, or iBanking to POSB
Savings 126-80637-0, unless othe wise stated.
Thank you.
To create a visual identity (logo) with basic
guidelines
JOB SAMPLE
workshops highlights
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FUTURE GAZING A timeline to define my 10 years goal, beginning from mid 2015, when I
first started my BA in graphic design.
workshops highlights
Mid 2015
2016 June
Expected completion date for Degree
B.A. To secure full time employment as
a communication designer and part time
as a lecturer
