Sirin's portfolio 2013

SIRIN
SUNGKOBOL

p o rtfolio

Brand Communication Designer
2012 edition

Table of
Contents
Curriculum Vitae

01

Brand Identity

A01- A54

Design Research

B01- B12

Graphic Design

C01- C08

Miscellaneous

D01- D08

Sirin Sungkobol
58/102 Thewet Mansion Krungkasem Rd.
Bangkhunprom Pranakorn Bangkok 10200
Tel. +66819346998
sirin.sr@gmail.com
Education and Qualifications
2004 -2008

Faculty of Architecture, Chulalongkorn University
Second Class Honors, B. ID. (Bachelor of Industrial Design) 3.42GPA
Modules included :
Interior Design, Product Design, Graphic Communication Design, Ceramic Design,
Textile Design, Architectural Design, Color Study and Design, Human Factors in
Design, Computer Application for Industrial Design, Computer for Industrial Design,
Photographic Studio for Industrial Design, Principle of Marketing, Applied Industrial
Economics, Introduction to Business

1998-2003

Thesis in Interior Design B+ in “New Wedding Business Model & Wedding Fair”

Saint Francis Xavier Convent School

Senior High School (Mathayom 6) 3.65GPA

Professional Experience
March 2008 - April 2008

Intern, This Design Co., Ltd, Bangkok (Supermachine Studio)
Assisted in New Centerpoint at Central World Project, Samutsongkarm-Learning

April 2008 - May 2008

Center Project.

Intern, RABbits Co., Ltd, Bangkok

Assisted in Central World Christmas and New Year 2008 event, ELLE magazine
event, Marie Claire event, Anywhere travel by Central World event, New amusement

October 2009 - February 2010

park at YOYO Land

Graphic Designer, Archibrand Co., Ltd, Bangkok
Created almost every design tool for client’s brand communication. Translated from
brand story to brand manual book which included logo, main color, typeface, prints,

March 2010 - May 2011

stationary and web design guideline.

Brand Communication Designer, Baramizi Co., Ltd, Bangkok
Created almost every design tool for client’s brand communication. Translated from
brand story to brand manual book which included logo, main color, typeface, prints,
stationary and web design guideline.
Coordinated closely with founders and Commercial Space Design Team. Actively
solicited new clients and nurtured existing client accounts, ensured their needs and
requirements were not only accommodated but surpassed.
Achieved the project by managing outsources and participated as research team
(such as recruiting the respondent, directing the focus group, interviewing, and
observation), investigated data and synthesized the design strategy with company’s
new service; BARAMIZI LAB (performing design research and trend spotting)

June 2011 - Now

Co-Founder, Brand Manager, a’ la carte shop, Bangkok
Created almost every marketing materials for brand communication. Translated from
brand value to print ads, web banners, electronic posters by controlling mood and
tone of design.
Created the backdrop setting for monthly fashion shooting.
Created the design elements of shop’s main contact point (such as front shop,
window display, visual merchandise, shop decoration, website, facebook’s content).
Manages sale strategies and customer services by creative based, initiated new
service; PERSONAL STYLIST (analyzed and advised suitable outfit for customer’s
shape)

Professional Training
June-September 2008

NEC- New Entrepreneurship Creation course
Managed by Department of Industrial Promotion – DIP Ministry of Industry Thailand
with KENAN Institute Asia

January 2011

How to start a business, how to write a business plan.

Course Seminar - Marketing Essential Program via 7 Master Gurus
Managed by BRANDAGE ESSENTIAL magazine
Advertising Management, IMC, Branding Strategy,Competitive & Company
Strategy, Brand Management, Positioning & Marketing Warfare, Marketing Strategy

Activities/ Positions of Responsibility
2004
2005

2006

2007
2009

March - May 2009

Student President’s Assistance, Saint Francis Xavier Convent School
Actor team; Faculty of Architecture annual stage show
Participant (1st round finalist), EXAT Logo Design Award
1st Prize, 90th Anniversary of Chulalongkorn University Logo Design Award
1st Prize, Cotto Smart & Style Awards
Design Director of Special Effect team; Faculty of Architecture annual stage show
New Entrepreneurs Creation course
Participated in design research project for “The effects of urban inhabitant’s gathering
places on Thai cultural heritage : the inter-relations of human behavior and interior
environmental design.” with Assist Prof. Dr. Praima Israsena Na Ayudhya and Assist

October 2011

Prof. Natthanee Niamsap
Project coordinator, “Emergency portable toilet for flood victims” in flooding crisis 2012
at Faculty of Architecture Chulalongkorn University

a’ la carte

woman working wear fashion retail

Year
: since 2010
Purpose
: Creating and implementing
brand value to communicate with customer.
Scope of work
: Brand Strategy
Marketing Strategy
Marketing materials design
Setting design for photo
shooting
Website
: www.alacartebkk.com
www.facebook.com/
alacarte.shop

‘ a’ la carte shop‘ is the shop that I and my partner had
decided to start our clothing retail business. The shop
is located at Siam Square, the most popular shopping
area in Bangkok. I applied my work experience as a
designer to create the new product to serve the
consumer as well as business knowledge to develop
the sale and marketing strategies for my fashion
business.
My main responsibility is to be a Brand Manager. I
created almost every marketing materials for brand
communication. I created print ads, web banners,
electronic posters by translated from brand value to
by controlling mood and tone of design. Moreover, I
created the design elements of shop’s main contact
point (such as front shop, window display, visual
merchandise, shop decoration, website, facebook’s
content). In addition, I designed the backdrop setting
for monthly fashion shooting.

top

Backdrop design for fashion shooting

top left
top right

New Year Card 2011
New Year Card 2012

middle
Marketing material: sale poster
bottom right Marketing material: LookBook

top
bottom

front shop and display
interior decoration and visual merchandising

A process
for brand identity design
“The brand identity process is a proven and disciplined method
for creating and implementing an identity. Regardless of the
nature of client and the complexity of the engagement, the
process remains the same. What changes is the depth with
which each phase is conducted, the length of time and the
number of resources allocated, and the size of the team.” 1

Phase

1

In Baramizi, we always use this process without eliminating
steps or reorganizing the process, in order to accelerate understanding and acceptance of the investment of necessary time
and resources, also, engender trust and confidence in the
company. There are only 12-15 office employees in Baramizi
because the founders want to concentrate on core function and
cut costs by outsourcing the work. Consequently, I as a brand
communication designer and design researcher assistant, have
fully involved in all phases.

conducting
research

clarifying
strategy

Clarify vision, goals and values.

Synthesize learnings.

Research stakehoders’ needs
and perceptions.

Clarify brand strategy.

Interview key management.
Evaluate existing brands and
brand architecture.
Present audit readout.

Develop a positioning platform.
Co-create brand attributes.
Achieve agreement.
Write a creative brief.

designing
identity

creating
touchpoints

Brainstorm big idea.

Finalize identity design.

Design brand identity.

Develop look and feel.

Explore applications.

Prioritize and design applications.

Finalize brand architecture.
Present visual strategy.
Achieve agreement.

Design Program.
Apply brand architecture.

managing
assets

Build synergy around new
brand.
Develop standards and
guidelines.

LIGHTINGHOUSE
An expert lighting reseller and showroom

Year
: 2010
Purpose
new brand identity, graphic signage and environmental
graphic in the showroom.
Scope of work
: Brand concept
Brand Identity
Signage system design
Accomplishment
: The company has already
launched the new graphic identity in August 2010 and
the renovated showroom has opened in March 2011.
After sending the final works, clients have confidence
in our organization to hire us for their next project:
online marketing and booth design in Architect Fair
2011, Baan Lae Suan Fair 2012.
Website
: www.lightinghouse.co.th

A0
1

Lightinghouse is a well-respected lighting distributor
who has over 30 years of experience in the lighting
industry.They offer an exclusive range of product from
well-respected manufacturers with a wide variety of
styles both in the field of interiors architectural and
outdoor lighting. and comprehensive service encompassing “Product Advice”, “Lighting Design” and “Customization” to ensure satisfaction for their customer.

The client required a new brand identity that would
reflect their status and brand concept. The brief was to
create a brand concept and logo for the renew lighting
company that provide the quality atmosphere from
lighting and designed lamps, but not for the lamp shop.
Baramizi was appointed as branding consultant after
launched the first phase of this project. This is one of
the most outstanding achievement of mine as I was
assigned to be a part of project manager team and art
director team.
For this project, we joined the small workshop with
company owners and do some primary and secondary
studies about the consumer’s perception, competitors
study, and logo trend 2010 study. We found that many
customers which most of them are designers always
selected the lighting objects from Lightinghouse’s main
competitor ;Lamptitude; despite the customers know
Lightinghouse. Because, Lamptitude looks newer and
always update.
After working closely with the client’s executives, we
synthesized the brand strategy, from brand DNA to
brand slogan, and translated them to the brand identity
design.

Lighting house logo on front shop facade.
atmosphere in showroom and lighting decoration.
A0
2

top
middle and bottom

Phase>>

Phase>>
conducting
research

clarifying
strategy

Consumer

New and updates
products
Enjoyable shopping
atmosphere

Monoline Logo
Transparency
& colorful colors
Shift (Intersection)

Corporate
Need

Value

Brand Strategy
Trendy
Art & Fashion
Dynamic
Smart
Optimistic

Direction

Modern Style
Minimal

Difference

Mega-Trend

Competitors

top
bottom

A0
3

Friendly
Professional
Wide range of
products

“4 Universes research platform” and Brand strategy
My logo sketches

Phase>>
designing
identity

As with all of our projects, we used “4 Universes
research platform” to identify problems and synthesis
the opportunity for the brand building, as you can see
from the diagram on the previous page. Brand slogan
“The Artmosphere” reflects the fashionable and
professional character. I developed a number of design
concepts for Lightinghouse based on the brand DNA
and the brand name. Initially, sketches included
designs that were based on the variety designs of the
word “Lightinghouse” typeface and graphic element
composition.

1x

2x

3x

4x

The final logo is interlocking of letter of the word
“Lightinghouse”. The design reflect the main idea of
‘endless fashionable’. I designed the typeface logo type
by extruding the serif of the “h” letter ”.Moreover, use
interlocking technique at the word “house” and
combined warm bright colors - mustard, orange, redthat exhibit the character of Fashionable, Friendly,
Advisable, Smart through the design.
The colors in both logo and graphic element are
distinctive and differentiate the brand. The logo was
designed to work on white, grey and black backgrounds, as well as on a single color and solid color.

5x

6x

7x

0.5x

8x

1x

2x

3x

0.5x
1x

0.5x
1x

Lightinghouse Orange
PANTONE 021 C
0C 73M 100Y 0K
242R 106G 33B
Lightinghouse Yellow
PANTONE 137 C
0C 35M 85Y 0K
251R 176G 64B
Lightinghouse Red
PANTONE 1795 C
15C 100M 90Y 10K 190R 30G 45B

Lighitinghouse Grey
90% Black
0C 0M 0Y 90K
65R 64G 66B

Final logo and clear space (logo usage)
Logo usage in full color, single color and solid color
Main graphic element : Happithentic Pattern
A0
4

top
middle
bottom

Lightinghouse brand-the artmosphere slogan, were
translated to every contact points of the brand: from
shopping bags to graphic environment.

Phase>>
creating
touchpoints

ÈØÀ¡Ã(»§) ·Ñ่§Ê¡ØÅ·Í§
Supakorn(Ping) Tungsakulthong
Project manager/Lighting Designer
M. Eng. (Lighting), Penn State, USA

tel
fax
mobile
e-mail

+66(0)2392 2260-9 Ext.330
+66(0)2392 2270
+66(8)7077 0880
supakorn@lightinghouse.co.th

Lighting house (Thonglor) Co.,Ltd.
387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110
www.lightinghouse.co.th

·Í§
ÈØÀ¡Ã(»§) ·Ñ่§Ê¡ØÅ ulthong
Tungsak
Supakorn(Ping) Lighting Designer

The main graphic element; called happithentic pattern;
a combination of geometric form by using pixel
technique can also be used separately from the logo to
act as a strong icon. The icon also acts as colorful pixel
pattern that can be seen from long distances. In the
beginning period, I suggested to use the happithentic
pattern frequently in order to carried the consistent
brand message and make customer can realized the
brand mood and tone.

Project manager/

-9 Ext.3
+66(0)2392 2260
tel
+66(0)2392 2270
fax
8)7077 0880
mobile +66(
ouse.co.th
korn@lightingh
e-mail supa

top
middle
bottom

(Thonglor) Co.,Ltd.
k 10110
Lighting house
Wattana Bangko
Klongton-Nua
vit 55 (Thonglor)
use.co.th
387/10-12 Sukhum
www.lightingho

the artmos

phere

Lighting house (Thonglor) Co.,Ltd.
387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110
Tel +66(0)2712 5970 - 3 Fax +66 (0)2712 5974
www.lightinghouse.co.th

Lighting house (Thonglor) Co.,Ltd. 387/10-12 Sukhumvit 55 (Thonglor) Klongton-Nua Wattana Bangkok 10110
Tel +66(0)2712 5970 - 3 Fax +66 (0)2712 5974 www.lightinghouse.co.th

A0
5

front

side

back

Web page design guideline
Graphic element usage (in special occasions)
Stationary design : letter paper, envelope, CD and its
cover and business card.

ดานหนา

appiness
omy

armony
ดานหลัง
eritage

ottest

All graphical and typographical elements of a brand
identity need to support the position of a brand and fit
with each other. If this is achieved the identity will be
distinctive, relevant and flexible.
In the first stage the primary identity elements are
designed (name, logo, colors). Then the secondary
identity elements are developed (image style, type
style, layout style, tone of voice). Last but not least, the
design guideline of the brand’s contact points: signaling, official, informative, decorative and promotional
items.

home

walllamp
floorlamp
ceilinglamp
tablelamp
pendant
chandelier
downlight
spotlight
outdoor
architectural lighting
decorative lighting

about us

product

download

contact us

reference

what’s new
texttexttexttexttext
texttexttexttext
texttexttexttext

อานตอ

top

Application of Happithentic pattern
A0
6

For the promotional items, such as advertising and
literature (leaflets, brochures), slogan and language is
very essential. The brand slogan : “The Artmosphere”
reflects the fashionable and professional character.
I also repeated them ; as a gimmick; in the advertising
series and catalog of “h... words” to make the customer
can recognize the new face of logo which emphasize
the “h” letter by design. The intention was also to create
a brand for meeting point that talked and act like the
neighborhoods’ place. As you can see from the “hseries”
h
happiness
h
hottest
h
homy
h
heritage
h
harmony

To apply to concept of Happithentic which is brand value
into space design, I has made a mood board to suggest
interior designer how to apply the architecture element
and material. The Happithentic mood board described
the combination of synthesis-look material and
nature-look material, proportion of material used,
some design guidelines, as well as design look and feel.
The combination of guideline determines the tone of
voice of space design that are able to fulfill the
functional, emotional and decorative purposes.

Mood board showed “Happithentic” brand value
for space design
bottom Lightinghouse booth, Architect fair,2011 showed
design interpretation

A0
7

left

Phase>>
managing
assets

In order to facilitate the correct application of the
identity across a widespread usage, the design team
and I also issued conventionally printed interim guidelines for the launch of the brand including the signage
construction drawing for showroom. This helped to
orchestrate the branding efforts undertaken by client’s
in-house designer and manufacturers of branded materials.

A0
8

top
Signage design and showroom interior design
middle Facase Design
bottom Environmental graphic example

BOWLING

Menswear

The client wanted to unique them from the other brands by
adding brand personality and brand value to communicate
with customer who was the young generation and still keep
the existing customer.

BOWLING, a Thai fashion business, have an experted in
mens fashion for over 10 years. This brand started the
business as being OEM factory. They make the shirt for
many local brands in Thailand while they developed and
launched their own brand; named Bowling. Nowsaday,
there is highly competitive situation in Thailand fashion
market because there are many new local brands in the
market. The market share is separated by the the new
competitors. As a result, the consumer can switch the brand
easier.

In order to fulfill the aims and to gain an understanding
of the job in hand, Baramizi evaluated the existing
BOWLING and its competition, the company value, the
global consumption and retail design trends, and the
public’s needs and perception of BOWLING”.

A0
9

Year
: 2011
Purpose
: Rebranding by changing its
logo and brand concept “Bowling”, the client wanted
the new creation and implementing of brand identity
and usages that can communicate brand value and
increase competitive advantage.
Scope of work
: Design Research
Brand Strategy
Brand Identity
Store Design Prototype
Accomplishment
: After Bowling launched this
new look of logo, there was bold and strong brand
image which can communicate to its customers. They
perceived the Bowling value and have active brand
awareness
Website
: www.bowling.co.th

The client’s objectives focused on the new practical image of
the brand.The executives thought that the fresh, growth
and eco-friendly experience could not found in other
term of the brand contact points. Moreover, every new
competitors were elevated and developed their brand
experience designs. As a consequence, customers
have more other choices. What I learned most about
this project was that, how to interpret the brand core
value to the correct total brand experience. As the
brand’s existing fans used to think that retail is not
the matter, the advertising is.

TKO Logo placement and cartoon rate design
A1
0

top

It became clear that there is no design standard of sell
corner in the department store. It had been have retail
manual book before we met the client but there was
not enough design guideline which suit for department
store’s regulation. There are too many variety and
different styles of the store design. Either, the visual
merchandising and product dirsplay method could not
make impression to the shopper.

Phase>>
conducting
research

Research Methodology :
1. Executive Interview
2. Observation (eye tracking, customer experience)
3. Trend analysis
4. Competitive analysis

The observation also played the important role of this
research. We observed 4 major stores in the important
and crowded area of bangkok, also its 3 main competitors. The raw data (including the consumption trend
and retail design trend research) are collected and
analyzed by research team. Then the brand strategies
and design team used these datas as resources for
predicting the strategy and implementing the design. I
involved in all phases.

We began by researching the market and understanding the issue faced as well as conducting primary
research among consumers. We observed consumer
experience at the sell kiosk and collect the data of
existing design in both BOWLING and its’ competitors.

Old

Formal

Fashionable

Young

Consumer

Corporate
Needs

Fun (color)
Warm
Smart

Dynamic
Interactive life style
Nature intervene
Happy
Easy

Mega-Trend
Brand positioning map

bottom

A1
1

top

“4 Universes research platform”

Value
Creative fun experience
Friendly
Enjoyable

Brand Strategy
Warm, caring,
Friendly,
Fresh,
Fun, lively
Creative,
Dynamic
Direction

Avoid
Complicated Symbol
Historical Symbol
unnatural looked materials

Difference

Competitors

Phase>>
clarifying
strategy

The client desired to change logo by keeping the green
color in order to represent the new brand personality.
We use “4 Universe research platform” to help us
synthesis the brand strategy and generate the brand
images.
We discovered the BOWLING’s brand image was quite
poor. Its brand personality was blurred and cannot
communicate its brand value. As a result, the client
want to add some brand value and brand personality to
make the brand become stronger and more clear
which was up-to-date, fresh, eco-friend.

Logo development
A1
2

top

The graphic identity was designed to work on light
green and white background, as well as on a single
color and solid color version.
Type style provides a brand with consistency. ‘PSL
Kittitada’ combines friendly personality and liberal
spirit. It also work well in both English and Thai
language, both printed and digital form.

top
The final logo design of BOWLING
bottom left The logo spacing guideline
bottom right The brand identity typeface and color
A1
4

The identity colors were chosen as the combination of
green (which is the existing identity color). I adjust the
shade and intensity of green color to become more
lighten and add a gradation in the symbol. They also
have positive environmental conditions and fulfill a
number of practical requirements: visibility on livery,
sufficient contrast between the element upon a background and looks more dimensional.

Phase>>
creating
touchpoints

A brandmark alone does not make an identity or recognition for the audience. A successful brand will extend well
beyond its visual manifestation into the culture of the
business (internal and external) and become the guiding
principle for any from of customer interaction.
In the first stage, the primary identity elements are
designed (name, logo, colors, identity, typeface). Then
the second identity element are developed (image style,
tone of voice, mood and tone). Finally, the design guideline for essential brand’s contact points.

บริษัท โกลเดน โบล จำกัด

209/9-11 ซ. เจริญกรุง 91 ถ. เจริญกรุง แขวงพระยาไกร เขตบางคอแหลม กทม. 10120
โทร : 0-2688-0730-2, 0-2289-4408, 0-2289-4425 แฟกซ : 0-2291-7785
อีเมล : goldenbowl@bowlingmenswear.com

บริษัท โกลเดน โบล จำกัด

209/9-11 ซ. เจริญกรุง 91 ถ. เจริญกรุง แขวงพระยาไกร เขตบางคอแหลม กทม. 10120
โทร : 0-2688-0730-2, 0-2289-4408, 0-2289-4425 แฟกซ : 0-2291-7785
อีเมล : goldenbowl@bowlingmenswear.com

A1
5

top
bottom

Application for stationaries and documents
Design guideline for shopping bag

The official items (letterhead, stationary, forms), the
decorative items (utensils, uniforms) and promotional
items (advertisement, leaflets, brochure, posters) are
developed. The combination of the type style and image
style determines the tone of voice of these pieces of
design. I tried to translate the brand personality:
“Trendy, Credible, Cheerful, Lively” to the design
language: sizing, placement, scale, keywords in every
touch points.

Poster design
Graphic wall
Graphic guideline
A1
6

top
bottom left
bottom right

A1
7

I was assigned to design the new design of BOWLING’s
sale corner prototype with the space design team. I
designed a lively graphic element and selected the new
material for the logo wall in the corner.

Phase>>
managing
assets

As the design review project manager, I authored the brand manual book for
BOWLING’s house brand designers and brand managers to study about the
new brand essential and understand the design guideline of brand’s communication. The brand manual book including essential informations such as
brand value, brand personality, graphic design guideline, space design
prototype in order to facilitate the correct application of the identity across a
widespread usage.

Furniture for display
A1
8

top

A1
9

top left
top right
bottom

Fashion stage design
Fashion backdrop and logo mania backdrop
Sale corner new design

TKO COMICS

Comic Publishing

Year
: 2011
Purpose
: Brand rereshing with changing
its logo and brand positioning “TKO Comics”, the client
wanted the new creation and implementing of brand
identity and usages that can communicate brand value
and increase competitive advantage.
Scope of work
: Consumer behavior research
Design Research
Brand Identity
Accomplishment
: After TKO Comics launched
this new look of logo, there was bold and strong brand
image which can communicate toTKO fans. They
perceived the TKO brand value and have active brand
awareness
Website
: www.tkocomics.co.th

A2
0

TKO Comics was founded on December 8, 2006 in order
to edit, produce and publish Thai version of Japanese
comics (a.k.a. Manga) licensed from well-known Japanese publishers such as Shogakukan, Enterbrain,
Gentosha Comics, Flex Comix, Kodansha, Kadokawa
Shoten, etc. There are 2 types of TKO’s Manga. One is
the Classic Manga which have deep and profound
stories. Another is independent and specific stories
which are stories about professional career such as
chef, doctor, flight attendant, etc. The professional and
expert of these Manga types can defined the segmentation and positioning of TKO publishing to be the leader of
grown up comics

Nonetheless, the executives thought that sale rate
increase slowly because it is quite small and niche in
this Manga’s fans. Manga reader prefer fun, exciting
and easy story to understand because it can make
them relax easier. Moreover, most of the Manga fans
cannot recognize the identity of TKO Publishing, they
can only remember the name of Manga that published
by TKO. As a consequence, there is no brand awareness
in customers.
The client wanted to rebrand by changing its logo and
design elements. The solution - Acute Triangle
concept - was built around the idea of “Book of Life”,
and provided recognition and expression within a
unified and coherent corporate identity. As a result, I
illustrated the Brand symbol and identity graphic
element: Asymmetrical Triangle which represent the
philosophy of TKO - lifestyle comics - to used along
with the logo and launch it on the new book sleeve and
webpage.
What I learned most about this project was that, how
to interpret the data from research conclusion to
brand core value and create brand identity to communicate total brand experience. As the brand’s
existing fans used to realize the blur brand image and
brand experience.

Phase>>

Phase>>

conducting
research

clarifying
strategy

The interviewing show that there are 2 groups of TKO’s
fan who have difference perception of TKO’s brand
personality and brand value. One is perceive that TKO
is 18-20 years old boy, action comic, strong, extreme.
Another think that TKO is 6-7 years old kid, naughty.

1. Observation (eye tracking, customer experience, ethnography)
2. Interview
3. Trend analysis

As the report of research, consumer confuse in brand
perception of TKO. Because, the design language of
existing logo was not related to the theme of selected
stories by TKO Publishing. Consequently, the client
desired to rebrand TKO by changing the logo and visual
element of TKO. The observation also played the
important role of this research. We observed 4 major
comic stores in bangkok, also secondary data of its 5
main competitors’ research. The raw data (including
the consumption trend and logo design trend
research) are collected and analyzed by research
team. Then the brand strategies and design team used
these datas as resources for predicting the strategy
and implementing the design. I involved in all phases.

As with all of our projects, we started by researching
the market and understanding the issue faced as well
as conducting primary research among consumers.
Observation and interview were used to formulate a
view of consumers’ perceptions of TKO in the market.
Consequently, we recruited both TKO’s fan and
competitors’ fan. It became clear that a few publishing
were recognized by logo and theme of selected stories.
But, TKO was realized by only the theme of selected
stories.

Consumer

Corporate
Needs

Incorporate with brand perception
Realiable
Copy right

Conceptual logo
3D logo
Minimal logo

Brand Strategy
Bold,
Independent,
Tangible,
Imagination and lively
Creative,
Sophiticate
Direction

Mega-Trend

Leader in grow up comic
Indy comic
Quality and trust worthy

Avoid
- Red color
- Iconic logo

Difference

Competitors

4 Universe platform
A2
1

top

Value

Phase>>

top

identity sketches

designing
identity

from the diagram. Design strategy is to make the new
logo outstanding than others brand on the shelf.
“Life style comic” reflects the lively and independent
character. I developed a number of design concepts for
Initially, sketches included designs that were based on
the variety designs of the word “TKO” typeface and some
graphic element composition.

A2
2

bottom

Main identity element

The final logo is the letter type. The design reflect the
main idea of ‘book of life’ which TKO present brand in
the unique, independent and powerful ways. I designed
the typeface logo type by bevel the san serif of the
“T”,”K” and “O” letter. Moreover, I use illusion
technique at the letter “O” by combined mustard yellow
triangle element over to letter “o” which illustrate the
figure of books. The Character of Indy , Young, Energetic and Modern through the design.

designed to work on white, grey and black backgrounds, as well as on a single color and solid color
which is usually use in comic cover.

Top Left
Top Right

Logo usage on white and black background
Main brand logo and sub brand logo

Phase>>
creating
touchpoints

The main touchpoint of TKO is comic book cover. As,
the solve line and solid color of triangle on the book’
spine. The combination of the graphic element, identity
color, page layout can make impact when books are
arranged on the shelf. Moreover, placing the identity
element in the same position can make the brand
recognition when first launched.

Main identity color and secondary identity color
Coloring in comic categories
A2
3

Bottom Left
Bottom Right

A2
4

top
middle
bottom

The consistency of the white cover sleeve and the TKO new logo
The consistency of the black cover sleeve and the TKO new logo
The consistency of the muti-color cover sleeve and the TKO new logo

Phase>>
managing
assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed
interim guidelines for the launch of the brand including the logo usage
instruction and other guideline designs such as website, brochure, marketing material, etc. This helped to orchestrate the branding efforts undertaken
by client’s in-house designer.

Website design guideline
TKO booth is at Thailand Book Fair, Queen Sirikit National Convention Center
A2
5

Top
Bottom

Joom Zap Hut

Self self-cooking i-saan style suki-yaki restaurant

Year
: 2010
Purpose
new brand identity that can communicate with young
generation and still keep old customers. (for this
project Baramizi was assigned to create graphic
identity elements for restaurant’s atmosphere)
Brand positioning: “Sparkle Foods/Flavourful to my
taste (customized taste)”, the client wanted the new
creation and implementing of brand identity and new
retail prototype that can communicate brand value and
increase competitive advantage.
Scope of work
: Graphic Identity
Brand Atmosphere Design
Accomplishment
: Jooom Zap Hut new brand
design lunched in July 2011. As a result, the client had
confidence to hire Baramizi for their next sub-brand
rebranding project and retail prototype design project.
Website
: www.barbqplaza.com

A3
7

Joom Zap Hut is the leader of Thai fusion food: mixed of
Thai cultural values: especially i-saan style sukiyaki
food. Joom Zap Hut consider about food research, fresh
material sourcing, fresh cooking.The Joom Zap Hut’s
uniqueness is providing the customer to choose and
customize their own soup’s taste. They have more than
10 types of Thai Herds and Spices which make the
customer can get the nutrition from the Herbs and
Spices as well.

As of today, Joom Zap Hut is one of the the biggest
restaurant in boil and steam category and is considered
the 3rd biggest casual dining restaurant in Thailand.
Nature of business, “Joom Zap Hut”, is a self-cooking
Thai I-Saan - Japanese contemporary style sukiyaki
restaurant that customers can enjoy cooking by themselves. To take part in cooking like this makes dining at
here becomes an enjoyable experience for families and
friends.
Nonetheless, the executives thought that the fresh, fun
and friendly experience could not found in other term
of the brand contact points. Moreover, every new competitors were elevated and developed their brand
experience designs. As a consequence, customers
have more other choices. What I learned most about
this project was that, how to interpret the brand core
value to the correct total brand experience. As the
brand’s existing fans used to think that retail is not
the matter, the food is.
In order to fulfil the aims and to gain an understanding
of the job in hand, Baramizi evaluated the existing
Joom Zap Hut and its competition, the company value,
the global consumption and restaurant design trends,
and the public’s needs and perception of Joom Zap
Hut.

A3
8

top
New Joom Zap Hut shop front
middle New Joom Zap Hut restaurant interior design
bottom New Joom Zap Hut graphic identity pattern

Phase>>
conducting
research

1. Executive interview and photo collage workshop
2. Trend analysis
As with all of our projects, we started by researching
the market and understanding the issue faced as well
as conducting primary research among consumers.
For this project - short time project- we set a workshop
with the client to discuss new brand strategy and
design concept together, by using “4 Universes
research platform” like all of our projects. Photo
collage workshop were used to formulate a view of new
brand’ perceptions of Joom Zap Hut in the market.

From the photo collage map workshop, we can
conclude the new brand’s image for Joom Zap Hut. The
client wanted to rebrand with changing its logo by their
in-house design team. The solution - Sparkling Boho
concept - was built around the idea of “Sparkling Life,
Flavorful to my taste ”, and provided recognition and
expression within a unified and coherent corporate
identity. As a result, I illustrated the identity graphic
element: Joom Zap Hut ’s Sparkling Boho Graphic to
used along with the logo and launch it with new retail
prototype.
Simplicity
Nature
Charm
Authentic

Traditional

Design

Memory

Modern

Historical

Phase>>

Discovery
Travels
Ethnic

clarifying
strategy

Somewhere else

Consumer

Corporate
Needs

Fun (customized taste)
Creative
Family, Friend

Dynamic
Interactive life style
Nature intervene
Happy
Easy

Prospective
Contemporary

Classic

Value
Creative fun experience
Friendly
Enjoyable

Brand Strategy
Chic,
Friendly,
Confident,
Sincerity,
Smart,
Dynamic
Direction

Mega-Trend

Avoid
-Traditional Style

Difference

Competitors
top
“Design Trend conclusion graph ”
bottom “4 Universes research platform”

A3
9

from the diagram. Design strategy is the using of variety
of veneers (colors, texture, etc.) and playing with colors,
shape & form, proportion design

Smart, Cool
Lively
Brighten
a little
eclectic
casual Modern
Motif

Nature Uniqueness
Warm

Brand strategy
“Joom Zap Hut Sparkling Boho graphic” and its design inspiration: little of eclectic style and geometrical offbeat motif
A4
0

top
bottom

Chic

top

Joom Zap Hut Sparkling Boho Graphic implementation and sketches

After almost a month of fact finding and analysing, we
set a workshop with the client to discuss new brand
strategy and design concept together, by using “4
Universes research platform” like all of our projects.
Phase>>
designing
identity

A4
1

The design concept, “Sparkling Boho”, inspired from
new Bohemian art combine with I-SAAN traditional
motif: its sophisticated, a little luxury and independent
spirit. I illustrated and developed the pattern that can
communicate this idea as repeated it in the graphic
environment used in the restaurants.

The logo alone does not make an identity. “Joom Zap Hut
Sparkling boho graphic” are used besides the logo and
applied them to a diverse range of relevant applications
in order to assess the strength and flexibility of the
design. The design guideline stage allowed me to explore
the creative potential of an identity by simulating a
branded world. The goal for the new identity was to
explore the versatility of the “Joom Zap Hut Sparkling
boho graphic” elements and to develop supportive
design elements if necessary.

สีดำ = Pantone Black
C0 ,M0, Y0, K100
สีเนือ = Pantone 7422 C (Transparency = 40%)
้
C0 ,M9, Y5, K0
สีเขียวเขม = Pantone 582 C

C 0, M 29, Y 91, K 0

สีเขียวออน = Pantone 5787 C

C 7, M 0, Y 31, K 13

สีนำตาล = Pantone 723 C
้

C 0, M 43, Y 97, K 17

สีเหลืองทอง = Pantone 116 C

C 0, M 16, Y 100, K 0

สีเต็ม

สีเดียวบนพืนหลังทีมสี
้
่ ี

The identity colors were chosen as the combination of
green (which is the existing identity color). They also have
positive environmental conditions and fulfill a number of
practical requirements: visibility on livery, sufficient
contrast between the element upon a background. It is
also a screen-safe color palette used on the worldwide
web.

สีเต็มบนพืนหลังทีมสี
้
่ ี

สีเดียว

สีเต็ม Transparency = 50%

สีเดียว Transparency = 50% สีเรียบ (Solid one color)

สี Grey Scale

The graphic identity was designed to work on white,
green and black backgrounds, as well as on a single
color and solid color version.
Type style provides a brand with consistancy. ‘Kunlasatri’
combines Thai comtemporary spirit and chic personality.
It also work well in both English and Thai language, both
printed and digital form.

ตัวอักษรภาษาไทยสำหรับหัวเรือง
่

ตัวอักษรภาษาไทยสำหรับเนือความ
้

Browallia UPC
กข คงจฉชซฌญฎฏฐฑฒณดตถทธนบปผฝพฟภม
ยรลวศษสหฬอฮ

ตัวอักษรภาษาอังกฤษสำหรับหัวเรือง
่

Kunlasatri
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

ตัวอักษรภาษาอังกฤษสำหรับเนือความ
้

Browallia UPC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

The brand primary graphic identity
The brand color palette
The brand identity typeface
A4
2

top left
top right
bottom

Kunlasatri
¡¢¤§¨©ª«¬Þ®¯°±²³´µ¶·¸¹
º»¼½¾¿ÀÁÂÃÅÇÈÉÊËÌÍÎ

Phase>>
creating
touchpoints

การปรับสีสามารถปรับไดตามอารมณของเทศกาลทีตองการใช ดังตัวอยาง
่ 
ตัวอยางการปรับสีลวดลายเพือใชในเทศกาลตางๆ
่

ลวดลายสำหรับเทศกาลฤดูรอน


ลวดลายสำหรับเทศกาลฤดูหนาว ลวดลายสำหรับหัวขอวันสงกรานต

**การกระจายออกของลาย จะตองเก็บความ
เปนกลุมลาย และความผสมผสานเอาไว


ลวดลายสำหรับเทศกาลคริสตมาส ลวดลายสำหรับเทศกาลวาเลนไทน ลวดลายสำหรับเทศกาลตรุษจีน

Smart, Cool

Brighten

aeclectic
little

**การกระจายออกของลาย จะตองเก็บความ
เปนกลุมลาย และความผสมผสานเอาไว


Lively

Motif
i
if
Modern

Nature
Warm
casual
C
Chic
Uniqueness

รายละเอียดการใชงานบนพืนสี
้

- ตัวอยางการใชงานบนพืนหลังสีตางๆ
้

ของลวดลายตนแบบ

A4
3

top

- ตัวอยางการใชงานบนพืนหลังสีตางๆ
้

ของลวดลายตามเทศกาล

The brand identity usage, color usage guideline and design guideline in annual occasion

Phase>>
managing
assets

In order to facilitate the correct application of the identity across a widespread usage, the design team and I also issued conventionally printed
interim guidelines for the launch of the brand including the signage
construction drawing. This helped to orchestrate the branding efforts undertaken by client’s in-house designer, local design firms and manufacturers of
branded materials.
The consistency of the Joom Zap Hut ’s interior design
The consistency of the Joom Zap Hut and BAR B Q Plaza’s shop
A4
4

top
bottom

THE NINE

A community mall on RamaIX road

Year
: 2010
Purpose
new brand identity and graphic signage in the community mall.
Scope of work
: Brand concept
Brand Identity
Accomplishment
: After sending the final works,
clients have confidence in our organization to hire us
for their next project: corporate group rebranding. The
Nine Neighborhood Center is opening in June 2011.
Website
: www.thenine.co.th/en

A4
5

The Nine Neighborhood Center is located on 22,400
square metres land as the first Neighborhood Center on
Rama IX road. The Nine will become a part of future
route, Airport Rail Link, and will be the meeting point en
route to Suvarnabhumi Airport and East side of Bangkok. It is the semi open air lifestyle center in which the
design and decoration are applied with Tropical Village
concept, natural, and eco-friendly, compatible with the
theme of the Project. The rental office building located
in The Nine area is expecting to generate high traffic of
customers as there will be up to 3,000 officers and
visitors during working hours. The Nine becomes the
new convergence of lifestyles that facilitate comfort,
nature feeling, and cozy atmosphere for customers, as
the meeting point for social gathering, shopping, and
recreational places on Rama IX road.

The Nine required a new brand identity that would
reflect their status and project design concept. The brief
was to create a brand concept and logo for this new
community mall. Baramizi was appointed as branding
consultant after winning a competitive pitch. This is
one of the most outstanding achievement of mine as I
was assigned to be a part of project manager team and
art director team.
For this project, we begin with the small research about
the site’s problem, competitors study, and logo trend
2010 study. The inspiration for the new brand identity
was drawn from the tropical forest. Both colors and
typographic style used for The Nine logo and brand
communication evokes freshness and uniqueness from
other shopping mall in Bangkok. The color of black is not
normally associated with Thai shopping retails, but its
use heightens the vibrancy and visibility of the color
illustrations, unifying the elements of the identity and
establish black as the common corporate color.
After working closely with the client’s executives, we
synthesised the brand strategy, from brand DNA to
brand slogan, and translated them to the brand identity
design.

My first logo design sketch and retouched image that caused Baramizi won a competitive pitch.
The final design of the identity and graphic signage outside and inside of the community mall.
A4
6

top
middle and bottom

Phase>>

Phase>>
conducting
research

clarifying
strategy

Site’s problem

Corporate
Solution

Fast driving cars
Turning point
of the street
People overlook

Sequential logo
design
Transparency
& colorful colors

Value

Brand Strategy
Brand DNA Neighborhood
Integrated
Nature
Environment
Eye-catching colors
Direction

Competitors
top
middle
bottom

A4
7

designing
identity

Luxury style

Difference

Mega-Trend

Phase>>

Community mall
which is a meeting
point of the
neighbors

“4 Universes research platform” and Brand strategy
Logo design inspiration
My logo sketches

from the diagram on the previous page. Brand strategy
is based on the project name’s spelling: N-I-N-E
(Neighborhood/ Integrated/ Nature/ Environment). I
developed a number of design concepts for The Nine
brand mark based on the brand DNA and the brand
name. Initial sketches included designs that were not
based on the leaves elements.

The final logo incorporate the leaves encircled number
nine. The design reflect the idea of ‘development,
growth and integration’. I were inspired by beauty of the
tropical plants: their patterns, shadow and shade.
Moreover, I added a sequential design technique and
tranparent bright colors that exhibit modern and fresh
image, and convergence of various lifestyles.
designed to work on white, grey and black backgrounds, as well as on a single color and solid color.

Your place, your neighborhood.

Final logo and clear space (logo usage)
Logo usage in full color, single color and solid color
The variety of graphic identity usage
A4
8

top
bottom
bottom

The Nine’s brand DNA, N-I-N-E (Neighborhood/
Integrated/ Nature/ Environment), were translated to
every contact points of the brand: from signages to
shopping bags.

Phase>>
creating
touchpoints

The 5 overlapped leaves can also be used seperately
from the logo, as a graphic element, to act as a strong
icon. The icon also acts as colorful tropical forest that
can be seen from long distances. Besides, it can be
used in alternative colors in special occassions, for
instance, the red-yello tone in Chinese’s new year
event, the pink tone on Valentine’s day or any appropiate colors in annual events.
top
middle
bottom

Web page design guideline
Graphic element usage (in special occasions)
Stationary design : letter paper, envelope, CD and its
cover and business card.

Modern Art exhibition

Earth day

the nine

A4
9

xx/xxx Rama IX Rd. Suanluang Bangkok 10250
Tel : (66)2-620-7485-9 Fax: (66)2-620-7999
www.thenine.co.th

Chinese’s New Year event

Valentine’s day

Your relaxation.
วันผอนคลายของคุณ

Your liveliest community mall
on Rama IX road.

คอมมิวนิตี้มอลลหนึ่งเดียวในพระราม 9

Your pleasure.

ความเบิกบานของคุณ

Your savor.

รสสัมผัสของคุณ

Your discovery.
การคนพบของคุณ

Your freshness.
ความสดชื่นของคุณ

All graphical and typophical elements of a brand
identity need to support the position of a brand and fit
with each other. If this is achieved the identity will be
distinctive, relevant and flexible.
In the first stage the primary identity elements are
designed (name, logo, colors). Then the secondary
identity elements are developed (image style, type
style, layout style, tone of voice). Last but not least, the
design guideline of the brand’s contact points: signalling, official, informative, decorative and promotional
items.

top
“Your” Advertisement design series
bottom Advertisement design
A5
0

For the promotional items, such as advertising and
literature (leaflets, brochures), slogan and language is
very essential. The brand slogan : “Your place, your
neighborhood” reflects the friendly and affable character. I also repeated them in the advertising series of
“Your...” to make the customer feel closed to the
services in the project. The intention was also to create
a brand for meeting point that talked and act like the
neighborhoods’ place. As you can see from the advertisement series...
Your relaxation : Spa and wellness
Your pleasure : Trendy shop
Your discovery : Education, Book store
Your savor : Coffee and bakery, Restaurant
Your freshness : Supermarket

ที่จอดรถ
ที่จอดรถใตดิน
ทางออก
ถ.พระราม9 ซ.41
N ow Ope n

w
E
s
s

m
e

a

a
r
t

t

k
v

v

e
i

i
l

t

l
l
l
a
a
g
e

For the informative and signalling items like the signage
system design, I used curves from the logo to create
shape and form of them. Furthermore, I visualized the
black background, the brand typeface (the alphabet and
numerals) and the brand color palette to carried the
consistent brand message. The combination of these
elements determines the tone of voice of these pieces of
design that are able to fulfill the functional, emotional
and decorative purposes.

A5
1

top
bottom In-construction site wrap-up (artwork)

e

g

Phase>>
managing
assets

In order to facilitate the correct application of the
identity across a widespread usage, the design team
and I also issued conventionally printed interim guildelines for the launch of the brand including the signage
construction drawing. This helped to orchestrate the
branding efforts undertaken by client’s in-house
designer and manufacturers of branded materials.
Signage design are in mock-up stage. The contractor is
checking my design in real scale before final production.
middle In-construction site wrap-up
bottom Billboard
A5
2

top

AVIVA

long stay resort

Year
Purpose

Scope of work

A5
3

Website

: 2011
new brand identity for the new
resort at Prachuab Khiri Khan
province, west of Thailand.
: Brand strategy
Brand Identity
Marketing Material Design
: www.avivathailand.com

Aviva resort is located at Kho Krood, Prachuab Khiri
Khan province, west of Thailand. The client wanted to
develop the existeing resort business by repositioning
and rename the resort. The client focused on lond stay
resort for Scandinacia people. As a result, the new
resort’s name is AVIVA that mean fresh, lively, springlike. I designed the typography logo which illustrated the
reflect effect of sunlight on the sea inside the word
aviva. It repersented the concept of happiness, freshness of people who come and stay their holiday at the
resort. In addition, the color and interloging of circle unit
in the logo repersented movement and enjoyment which
can reflect the resort’s solgan - longivity happiness.

KFC vol.4
Restaurant design evaluation

Year
: 2011
Purpose
: To evaluate the customer satisfaction for the KFC vol.4 store design and compare
between the KFC Vol.4 store design and McDonald’s
store design.
Scope of work
: Design Research
Research conclusion
Design recommendation

After the store renovation of KFC that abided by
restaurant planning manual volume 4 has carried out
for a while, KFC would like to evaluate the work based
on consumers’ feedback (perception and satisfaction)
towards this new volume and to study about the retail
design developing system to improve KFC total brand
experience. Consequently, the objectives of the project
are
1) To evaluate the customer satisfaction for the
KFC vol.4 store design both functional and emotional
value in all customer contact points.

B0
3

2) To compare between the KFC Vol.4 store design and
McDonald’s store design. Ask for the consumer comments about the store design, strength and weakness
of each contact point. The conclusion will be used to
reinforce the strength and fix the weakness.

Business development team must
collect the data from
-Design research
-Design criteria
-Brand objective
-Marketing strategy 2011

A
Analysis
Brief
designers

Desig
Design research
gn
Tracking, Evaluate
racking, Evaluate
g, v
g va
e

Design strategy
On….2011

Implementation/ Action

B0
4

top
Retail evaluation process
bottom Focus group

Methodology : Qualitative study the methodology
consists of 3 parts
1: Focus group (main methodology)
To study the customer satisfaction for the KFC Vol.4
store design then compare with McDonald’s. We recruit
the target respondents from 2 sites to be the representative : ZeerRangsit and Esplanade Rattanathibet.
a. To collect the data from the group discussion by Q&A.
As the study is centered around the consumer experience, which could be difficult to articulate or be at subconscious level, we will rely on special research methodologies / techniques in addition to normal Q&A focus
group discussion
b. Evaluation (Rating)
c. Participatory (3D visualization scenario,Material)
Time: Approximately 3 hours in each group
RD : 6groups of 8 people each

Research Process Diagram

4. Magik
3. Development
Direction
• Design Criteria

2. Details
Recheck
• Design Elements

� Overall
�
Recheck
• Mood & Tone
• Perception

2 :Design trend study (supporting methodology) To
study the consumption trends and design trends from
2009 global trend which will be the foundation of 2011
Thailand trends. Then use them as references for
making the 3D visualization scenarios.

B0
5

3 : In-store observation (supporting methodology)
To study the behavior in the store of both KFC and
McDonald’s Esplanade Rattanathibet.

top
bottom

Rating and the score
Research Process

• Mood & Tone
• Design Technique

RD are comparing between the KFC Vol.4 store design and McDonald’s store design
RD are commmenting on the 3D visualization scenarios.
B0
6

top
bottom

Consumer (Designer)
In-depth interview
Need
Believe
Behavior
Attitude

Sale Volumn

Corporate

Trend Framework study
Influence

Wood Veneer Trend
Color
Pattern
Texture
Other decorative Items
trend
Popularity

Direction

Books
News
Social
Technology
Economy
Environment

Impulsed
Interior
Decoration

Design Trend

My main responsibility was leading this project by managing
research team (such as recruiting the respondent, interviewing, and questionaire and tools design), investigating
data and synthesizing the design strategy.

B0
7

top
middle
bottom left
bottom right

Methodology used in design research
In-depth interview
Out put example: wood veneer trend 2011
Research tools example: Evolution of interior style

COCA COLA
ASEAN
Design research and space planning for their office renovation.

Scope of work :

:
:

2011
Explore the office design
strategy
Design research
Design strategy
Interior design (next phase)

The objective of the project is to
1. User Insight : to study user’s working behavior and to
collect specific opinion from the user.
2. Explore the office design strategy : to create office
renovation planning and to create the design strategy
that include all the important contact points such as
space planning, wall, ceiling, etc. The conclusion will
shape the design key to answer the specific needs of
user which are able to achieve the goal, while managing the investment wisely and promote the corporate
brand image in the same time.
B0
8

Year
Purpose

Research methodology :
1. Observation
1 day at office – all department
2. In-Depth Interview
55 samples
Q&A (Profile, Culture, Attitude, Working Habits, Mood & Tone,
Perception, etc.)
Participatory (Image collage)
3. Secondary data
Office Design Trend
Office Design Case Study (Best Practice)

Outcome

Scope of work :
1. Design Research
1.1 User Need (Psychology, Physiology)
1.2 Corporate Culture
1.3 Corporate Identity
1.4 Physical Site
1.5 Art & Design Trend
2. Design Strategy
2.1 Space Program Sheet
Space Allocation
Spatial Relationship Diagram
Function Diagram, Zoning, Area, Etc.
2.2 Mood & Tone
2.3 Design Criteria (How to, How not to)

•
•
•

Emotional Requirement

Area Requirement

Mood & Tone

Corporate Interior Develop Plan / Roadmap

•
•

•

•

•
•

•
•
•
•
•
B0
9

Functional Requirement

•
•
•

Ideal office collage map

Which pictures are NOT
your ideal Coca-cola office

B1
0

Which pictures are
your ideal Coca-cola office

Interior design program development chart

How?
What?

How?
What?

What?

123

How?

1.
2. is=?

3.

4.

ought to be ?

What?
What?

Step 1 : Research

5.

Step 2 : Analysis
(Goal statements)
Step 3 : Design Strategy
(Area requirements, mood and tone)
Step 4 : Prioritize
(base on possibility)
Step 5 : Design

1.Inspiring space

: fun, challenging, dynamic feeling booster!

2. More privacy

: but not an isolate space!

3. More view

4. Encourage spontaneous
informal collaboration

5. Represent Coca Cola’s brand :
refresh the world,
live positively,
world class brand

6. Lively,
fun,
refresh,
homey,
green

mood and tone

Design goal statements
Functional goal statements
1.
Inspiring space : fun, challenging, dynamic feeling booster!
2.
Need more privacy but not an isolate space.
3.
Need more view.
4.
Encourage spontaneous informal collaboration

B1
1

Emotional goal statements
5.
Represent Coca Cola’s brand : refresh the world, live positively, world class brand
6.
Lively, fun, refresh, homey, green mood & tone.

C
03

Logo / Business card/ Brochure

Goodwill : Water Service

พงษกรณ อริยอมรพิศ
Phongkorn Ariyaam าล

พนักงานฝายจัดซื้อ / Purcornpisal
hasing Executive

k spare parts
s & all kinds of truc รฐานระดับ ISO
utor for truck wheel เภท ดวยคุณภาพสินคามาต
We are main distrib ถกะบะและรถบรรทุกทุกประ
ศูนยจัดจำหนายกะท

ะลอ อะไหลร

พุฒิพัฒน พิพัฒนศิร
ิกุล
Put

tipat Pipattanas
ผูจัดการทั่วไป / General irikul
Manager
T 02-153-3456F 02-153-3458 7
M 08-1901-1209
pitak_pi@hotmail.com
www.maxxwheel.com

T 02-153-3456
F 02-153-3458 -7
M 08-3884-9448
pipat_motor@hotmail.co
www.maxxwheel.com m
บริษัท พิพัฒน อินเตอร
ศูนยอะไหลรังสิต 56/33กรุป จำกัด
3 หมู
ต. คลองหนึ่ง อ. คลองหลวง 6 ถนนพหลโยธิน
56/333 Moo 6, Phaholyoth จ. ปทุมธานี 12120
Klongnueng, Klongluang in Road,
, Pathumthani, 12120

บริษัท พิพัฒน อินเตอร

กรุป จำกัด ศูนยอะไหล
รังสิต 56/33
56/333 Moo 6, Phah 3 หมู6 ถนนพหลโยธิน ต. คลองหนึ่ง อ. คลองห
olyothin Road, Klong
nueng, Klongluang, ลวง จ. ปทุมธานี 12120
Pathumthani, 12120

C0
4

Pipat Intergroup: www.maxxwheel.com
C0
4

Logo / Business card/ Brochure

a
gerber

gerber
a

er

silverst

silvers

ter

instruction

gerbera

gerbera

silverster

silverster

Bulk White Gerbera Daisy Flowers
have colorful daisy heads that
are nearlyflawless in form.
Our Gerberas are known
for their award winning premium
quality and long lasting vase life.
White Gerbera Daisies are bold
and beautiful fresh flowers that
would adorn any table

เยอบีราเปนไมดอกที่เจริญเติบโตรวดเร็ว
และแตกหนอเพิ่มจำนวนในกอขึ้นเรื่อย ๆ
จึงตองการปุยมาก แตถาขาดธาตุอาหาร
ก็จะแสดงอาการขาดธาตุอาหาร
ใหเห็นไดเร็วและชัดเจนที่ดอกกานดอก
และใบ จึงจำเปนตองใหปุยทั้งทางราก
และเสริมทางใบควบคูกันไปการใหปุย
เยอบีราแตละชวงจะไมเหมือนกัน
และไมเทากัน

centerpiece, wedding bouquet
or flower arrangement.
Shipping included
in the price.

special selected with care by

Kate H.

plenty flowers

plenty flowers

plenty happiness

MariamN.

plenty happiness

plenty happiness

Flower pot sleeve & bag
C
05

plenty flowers

especially for

http://www.dasada-happiness.com/

ธีรพันธ ฉอประเสริฐโชค
Theeraphan Choprachertchoc
Chairman
Tel
Fax
Mobile
Email

66+2999 9999
66+2999 9999
668+9999 9999
info@thebaybangkok.com

บริษัท พีดีเอส เอ็นจีวี สเตชั่น จำกัด
1168/76 ชั้น26 ลุมพินีทาวเวอร ถ.พระราม4
แขวงทุงมหาเมฆ เขตสาทร กรุงเทพมหานคร

The Bay : Community Mall
C0
6

Logo & Brochure

oc
Theeraphan Choprachertch
Chairman

Tel
Fax
Mobile
Email

BayCliffDevelopment Co.,Ltd.

66+2999 9999
66+2999 9999
668+999 9999
f.com
info@theprivilegeatbayclif

Patong, Kathu, Phuket 83150
39/117-122 Prabaramee Road,
iff.com

www.theprivilegeatbaycl

C0
7

Marketing Material

http://www.theprivilegeatbaycliff.com/

บริษัท แจสมิน เอแมนนิตี้ จำกัด
Jasmine Amenities Co.,Ltd.
43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย เขตบางเขน กรุเทพมหานคร 10220
43/830 Amarin-Nivej 1 Village, Paholyothin Rd., Anusawaree, Bangkhen, Bangkok 10220
Tel. 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421 Fax 66(0)-2791-4351
Email : info@jasmine-amenities.co.th www.jasmine-amenities.co.th

สมจิตร เลนวารี
Somjit Lenwaree
กรรการผูจดการ Managing Director
ั
43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย
เขตบางเขน กรุเทพมหานคร 10220
43/830 Amarin-Nivej 1 Village, Paholyothin Rd.,
Anusawaree, Bangkhen, Bangkok 10220
Tel 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421
Fax 66(0)-2791-4351 Mobile 66(0)8-1859-5490

43/830 หมูบานอัมรินทรนิเวศน1 ถนนพหลโยธิน แขวงอนุสาวรีย เขตบางเขน กรุเทพมหานคร 10220
43/830 Amarin-Nivej 1 Village, Paholyothin Rd., Anusawaree, Bangkhen, Bangkok 10220
Tel. 66(0)-2971-4350-2, (Chiang Mai) 66(0)-5343-2421 Fax 66(0)-2791-4351

Logo & Stationaries

https://www.facebook.com/jasmine.amenities.9
C0
8


EMERGENCY TOILET
Temporary toilet for flood victims
Year
Subject

:
:

2011
Project coordinator, “Emergency
portable toilet for flood victims” in
flooding crisis 2012

Because of the severely Bangkok flood crisis in October
2011, I and my friends setted the event of making emergency toilet for flood victims at Faculty of Architecture
Chulalongkorn University. We desired to use simply materials and easy making method to make the emergency
toilet. Because, we wanted to deliver it to the victims’ hands
as fast as we can.

D0
3

At the beginning, we wanted to make 200 emergency toilets
in 2 days and delivered to the area that attack flood. We
announced and asked for helping from our college friends
by using social network - facebook. But, there is a very good
respondence. We gained money for the sponsors and
helping from public volunteers to help us make more toilet
than the number we expected. Eventually, we extended the
event and can delivered 6,740 sets of emergency toilet to
over 40 flooding areas in Thailand. Moreover, this project
wasprize of Cotto's smart Operation ofaward
1st handed to the Flood Relief and style Chulalongkorn
University to manage the project untill the situation
relieved.

BOONCHU

30-years-traditional comedy
Year
Subject

:

:

2007
Community work
President and producer
of the Faculty’s hStage Play

D0
4

During the 3th year, I was a design director of special
effect team of my faculty’s annual stage play. This
30-years-traditional comedy is the most reputable for
creativity among student theaters. I had to manage
almost 20 staffs of my production teams to set and run the
special effect on the stage. This was one of the memorable experience for my personal development because it
could strengthen my ability in shaping the idea how to sol
ve the problems while working, process the best solution
with all considered details and manage a team of students
who came from different year. As a result, approximately
12,000 tickets were sold out for the 10 showings. Also, the
executive board under my direction was able to gain the
most profit in the faculty’s history (almost 1.5 million
baht), which was donated to charities.

Year
Subject

:

:

2006
Product Design

Cotto's smart and style award was the sanitary ware
design competition. My team initiated innovative way of
mass customization design and production inspired by
consumption trends at that time.

D0
5

FulFill

The concept of this Sanitary ware design is to let the
people fulfill the design by adding something or adjust the
design and function by themselves. So the design would
be dynamic and asymmetry to support things to be added
by the user.

แบบที่ 1

Year
Subject

:
:

แบบที่ 2

2006
Logo Design

90th Anniversary of Chulalongkorn University Logo Design
award was the spacial occasion design competition of Chulalongkorn University.

D0
6

The concept of this Logo design is to define the Thai style of
number nine charactor to be the simplified of King’s crown
element show the main value of Chulalongkorn University
which is the top of university in Thailand, reliable, credible.
The color pink blend into yellow represent the color of the
King Rama V and the King Rama IX

PHOTO
SHOOTING

D0
7

My interest

PAINTING &
ILLUSTRATION
D0
8

My interest

Sirin's portfolio 2013

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