https://andrewbui.com Andrew Bui Mon, 09 Aug 2021 14:28:59 +0000 https://andrewbui.com en https://andrewbui.com/Home Fri, 04 Sep 2020 22:04:56 +0000 Andrew Bui https://andrewbui.com/Home I am a multi­disciplinary designer who solves problems in the world of product, adver­tising, and brand design. https://andrewbui.com/Citi Mon, 09 Aug 2021 14:28:59 +0000 Andrew Bui https://andrewbui.com/Citi <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/b46d7290633a8bc384597c22afded0c8ef274406450da14fd0e05558e8cc768c/lock.gif" data-mid="115850298" border="0" data-scale="25" src="https://freight.cargo.site/w/600/i/b46d7290633a8bc384597c22afded0c8ef274406450da14fd0e05558e8cc768c/lock.gif" />1. Citi Mortgage Refresh The Citi Mortgage Team was tasked to ███████ the █████████ █████ into the ████ ██████. We wanted to test it to make sure the █████ ████ ███████ would ████ ████. Please email me at rewbui@gmail.com for more information. 2. Citi ███ ████ Proof-of-Concept Citi wanted to create a proof-of-concept ███&nbsp;████ that let you explore its ██████ ███████ ████████ in ███ ████ ██ ██████ ███ ████. I was tasked to integrate the information architecture into a great UI. Please email me at rewbui@gmail.com for more information. https://andrewbui.com/PROTOTYPE-saddy Fri, 04 Sep 2020 22:04:59 +0000 Andrew Bui https://andrewbui.com/PROTOTYPE-saddy Prototype: saddy <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/a9612ec55e1fb2e57bf21b47539cf66e9c83ac8f0fdffbd226444d56d5456eea/andrewbui-casestudy-saddy-header1.png" data-mid="82870616" border="0" src="https://freight.cargo.site/w/1000/i/a9612ec55e1fb2e57bf21b47539cf66e9c83ac8f0fdffbd226444d56d5456eea/andrewbui-casestudy-saddy-header1.png" /> Saddy is a chatbot that guides friends on how to help struggling new dads. Men’s mental health is a challenging topic, so I wanted to make it easy to chat about. UI/UX, BRANDING, CHATBOT, (UNDER DEVELOPMENT) <img width="3295" height="2308" width_o="3295" height_o="2308" data-src="https://freight.cargo.site/t/original/i/ecda4241fc5583f54c63f835dd7756597fc76d6af318579714a78ccb0e7e9b84/andrewbui-casestudy-saddy-logosketches02.png" data-mid="81828047" border="0" src="https://freight.cargo.site/w/1000/i/ecda4241fc5583f54c63f835dd7756597fc76d6af318579714a78ccb0e7e9b84/andrewbui-casestudy-saddy-logosketches02.png" /> sketches About the Project Saddy started as a personal project. I experienced how hard it is to be a new dad firsthand in a friend group with no other parents. Most people don’t know that men can experience their own version of postpartum depression and anxiety – the daddy blues. Millennial dads take on more parenting responsibilities than their fathers before them, but the support for today’s dads is still a generation behind. So I created an accessible and educational service to help bring that much-needed support system to new dads. Dad interviews Research and Problems After interviewing participants who were between the age of 24-39 and were either new dads or on their 2nd child, I found three compounding themes explaining why men’s mental health (specifically the daddy blues) isn’t discussed. ︎ Hard Opening Up Emotional communication is uncommon and uncomfortable for men, even among close friends. The perception of needing to “just suck it up” and be stoic is the cause. ︎ Experience Disparity Younger people encounter information about postpartum depression for moms but rarely investigate it until life events drive them to do so. And in general, people aren’t sure or don’t know how to help a depressed person. ︎ Far Communication Chatting through text or social media is inherently shallow. There are more and more features that allow users to communicate quickly at the cost of meaningful interaction. For example, you can simply respond to a post or text with a suggested emoji from a single interaction. However, that is how many communicate, so I found opportunities to use this to my advantage. Distanced communication can provide a low-pressure, safe space for people who struggle to discuss emotions in a person. <img width="3970" height="2416" width_o="3970" height_o="2416" data-src="https://freight.cargo.site/t/original/i/30e65f0e54ca2d29bc426a41177b3c38d65a52c62e8eacfe833e774082c1382f/andrewbui-casestudy-saddy-chatscript.png" data-mid="82971537" border="0" src="https://freight.cargo.site/w/1000/i/30e65f0e54ca2d29bc426a41177b3c38d65a52c62e8eacfe833e774082c1382f/andrewbui-casestudy-saddy-chatscript.png" /> early iteration of chat script flows UX Solutions The world of men’s mental health is typically not personable. I wanted to change that. I positioned the brand personality and tone of voice to be casual, approachable, and eccentric. The goal of Saddy is to be as convenient as possible so I delved into competitive research. What I found was that the majority of mental health awareness campaigns for men are similar to traditional charity awareness campaigns. A marketing strategy is used that focuses on a landing page to showcase long-form video content with a call-to-action to spread awareness and to donate. Best practices show that the dropoff rate of videos is too high for meaningful retention and understanding. An opportunity for a low barrier of entry was the use of an SMS chatbot that would allow the brand to be easily available. ︎ Branding fun fact: Sad + Daddy = Saddy! ︎ Branding fun fact: Sad + Daddy = Saddy! ︎ Branding fun fact: Sad + Daddy = Saddy! ︎ Branding fun fact: Sad + Daddy = Saddy! There are two audiences: ︎ Friends of new dads who don’t know what to do or how to help. ︎ New dads who don’t know where or how to get help. I made sure the user journey was straightforward via the chat prompts. The “Friend” suggestions range from taking action (through acts of service) to reminders (checking up on those who are struggling). The “New Dad” suggestions range from scheduling words of affirmation to simple daily mood journaling. brand guidelines (︎︎︎ Interactive) Design Problems To complement the casual tone of voice, I wanted to create a design system that broke away from the two dominant styles in this category: the stuffy, clinical world and the manly man, crude-humor world. The category is also filled with clichéd black-and-white photos of men sitting by themselves. I made an intentional decision to communicate solely through fun visuals and copy. I wanted to make sure it has a light and quirky personality with a striking and memorable counter-cultural look. <img width="2300" height="1438" width_o="2300" height_o="1438" data-src="https://freight.cargo.site/t/original/i/c319090d8d7263ce69500c01e041d66d9ef19c051e856ca9685a489f643e0b28/andrewbui-casestudy-saddy-looknfeel.png" data-mid="81828045" border="0" src="https://freight.cargo.site/w/1000/i/c319090d8d7263ce69500c01e041d66d9ef19c051e856ca9685a489f643e0b28/andrewbui-casestudy-saddy-looknfeel.png" /> Logotype, logomark, and dingbats Design Solutions Every design decision is intended to help the user be more comfortable engaging their friends instead of being put off and overwhelmed. I wanted to ironically counter masculinity and baby gender norm colors with the neon pink and blue color palette. When designing the wordmark, I wanted to symbolize the uneasiness and unbalanced feelings new dads experience. The bold geometric typeface was an intentional decision that creates a sense of fun. Glyphs and other graphic elements reinforce the copy and help visualize that this is meant to be fun. This light-hearted casualness is a pillar of the brand personality and tone of voice. <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/fd71ef8e7384e15f914c05206afc22774eafe67793f033e8c9c850bf395907c4/andrewbui-casestudy-saddy-mobiledesign03.png" data-mid="83712143" border="0" src="https://freight.cargo.site/w/1000/i/fd71ef8e7384e15f914c05206afc22774eafe67793f033e8c9c850bf395907c4/andrewbui-casestudy-saddy-mobiledesign03.png" /> mobile design Play with the prototypes ︎︎︎&nbsp;Mobile and Desktop https://andrewbui.com/7UP-Digital-Bartender Fri, 11 Sep 2020 12:51:01 +0000 Andrew Bui https://andrewbui.com/7UP-Digital-Bartender 7UP Digital Bartender <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/69bdf618dff6fc9fc7d79cb11291079b63e5b8e04bc76abf5051bb5da6e90563/andrewbui-casestudy-7updigitalbartender-header1.png" data-mid="83604371" border="0" src="https://freight.cargo.site/w/1000/i/69bdf618dff6fc9fc7d79cb11291079b63e5b8e04bc76abf5051bb5da6e90563/andrewbui-casestudy-7updigitalbartender-header1.png" /> We got 7UP to turn your smartphone into an easy measuring tool for mixing drinks. UX/UI, PRODUCT, BRANDING 15 second ad About the Project 7UP is excellent on its own, but not many people know that it’s also a versatile mixer. To help demystify cocktail-making, we developed a web app that makes mixing drinks foolproof. Using the 7UP Digital Bartender, anyone can make over 30 unique 7UP cocktails and mocktails. Instructional video UX Problem Recipes for mixed drinks are a Google search away, but a big hurdle that prevents people from creating mixed drinks is simply not having the bar tools. We needed to make the most streamlined experience possible to get people to enjoy a 7UP cocktail. <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/a4913554c315e2cacb2eefc187d1fac72499675a9552420d1f5e3db208354974/andrewbui-casestudy-7updigitalbartender-initialsketch.jpg" data-mid="87814290" border="0" src="https://freight.cargo.site/w/1000/i/a4913554c315e2cacb2eefc187d1fac72499675a9552420d1f5e3db208354974/andrewbui-casestudy-7updigitalbartender-initialsketch.jpg" /> Initial Concepting Sketches UX Solutions Many ideas were concepted and iterated upon - like physical cocktail kits to pop-up cocktail vending machines. We needed to find a design solution that was the strongest but that could be done within a month timeline with limited production and developer resources. <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/58db1e8ecf22b1aeb7545d27c3f0ce62649b43f561bf7286497e506ec9dedbb5/DigitalBartender-levels.jpg" data-mid="82415460" border="0" src="https://freight.cargo.site/w/1000/i/58db1e8ecf22b1aeb7545d27c3f0ce62649b43f561bf7286497e506ec9dedbb5/DigitalBartender-levels.jpg" /> Ingredient Proportion slider To solve the bar tool problem, we turned to the tool most people have in their pockets – the smartphone. We worked closely with a UX researcher and a developer to create a simple measuring tool. With a slider, all the user needs to do is adjust the proportions based on their glass size, then pour accordingly. <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/f96632f71111d1f4b751765bb44b71f3dc41b4e59128311fd81d21bfe025005d/DigitalBartender-diffdrinks.jpg" data-mid="82415459" border="0" src="https://freight.cargo.site/w/1000/i/f96632f71111d1f4b751765bb44b71f3dc41b4e59128311fd81d21bfe025005d/DigitalBartender-diffdrinks.jpg" /> Recipes Because there are so many ingredient combos in the 30+ unique recipes we created, we needed a design system to define each of them. The end product was an array of colors and textures for the ingredients to help visualize the recipe proportions. <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/aae56898704d3823b44a0ba0cf81ac62115c660be572d37329c26c6a86588753/DigitalBartender-Patterns.jpg" data-mid="82415458" border="0" src="https://freight.cargo.site/w/1000/i/aae56898704d3823b44a0ba0cf81ac62115c660be572d37329c26c6a86588753/DigitalBartender-Patterns.jpg" /> Ingredient category designs Team Creative Director Brian Linder Associate Creative Directors Madison Miller Lynn Bossange Designer Andrew Bui UX Architect Brian Edgin Development Riley Adair Strategist Corey Austin Recognition ︎ 2019 People’s Choice Webby Winner “Best User Experience” ︎ 2019 Gold Dallas Addy ︎ 2019 National Addy https://andrewbui.com/Under-Armour-Connected-Fitness Mon, 21 Sep 2020 19:13:04 +0000 Andrew Bui https://andrewbui.com/Under-Armour-Connected-Fitness Under Armour Connected Fitness Under Armour updated their blog to house a new lighthearted web series for their multiple brands. ART DIRECTION, UX/UI, BRANDING <img width="710" height="264" width_o="710" height_o="264" data-src="https://freight.cargo.site/t/original/i/7dd7b9b439638be254aeba925f0c0a2661fff686d43cf4aa55523fefe0155b08/ua-2.gif" data-mid="83353033" border="0" src="https://freight.cargo.site/w/710/i/7dd7b9b439638be254aeba925f0c0a2661fff686d43cf4aa55523fefe0155b08/ua-2.gif" /> Under Armour connected fitness brands About the Project Under Armour exists to advance human performance. After taking two of the biggest fitness digital communities under their wing, they decided to open up the conversation between these online communities and real-life athletes on a unified blog. The project involved designing a safe space for people to anonymously ask questions of personal trainers, dietitians, and running coaches alike. We needed to figure out the tone of voice alongside the design so that it wasn’t alienating to the established communities. <img width="1200" height="688" width_o="1200" height_o="688" data-src="https://freight.cargo.site/t/original/i/42a96990f88f0401d9b730d5b24b1b2ad5bfb377b20f8fb5cdea74b6b75257aa/andrewbui-casestudy-underarmour-sketch2.jpg" data-mid="83466767" border="0" src="https://freight.cargo.site/w/1000/i/42a96990f88f0401d9b730d5b24b1b2ad5bfb377b20f8fb5cdea74b6b75257aa/andrewbui-casestudy-underarmour-sketch2.jpg" /> <img width="1230" height="776" width_o="1230" height_o="776" data-src="https://freight.cargo.site/t/original/i/c68c10c9a33b80703e4ac757ec821a4116c8d6d97dda63db64366a0b0eab4c4b/andrewbui-casestudy-underarmour-sketch1.jpg" data-mid="83466766" border="0" src="https://freight.cargo.site/w/1000/i/c68c10c9a33b80703e4ac757ec821a4116c8d6d97dda63db64366a0b0eab4c4b/andrewbui-casestudy-underarmour-sketch1.jpg" /> <img width="3929" height="2196" width_o="3929" height_o="2196" data-src="https://freight.cargo.site/t/original/i/5bda3c1ce1813db23b998043724e2e7a34c3b0d0447d07490334fe62a99ab808/andrewbui-casestudy-underarmour-sitemapsketch.jpg" data-mid="87820134" border="0" src="https://freight.cargo.site/w/1000/i/5bda3c1ce1813db23b998043724e2e7a34c3b0d0447d07490334fe62a99ab808/andrewbui-casestudy-underarmour-sitemapsketch.jpg" /> &nbsp; initial sitemap and pre-production storyboard sketches Branding Problem Under Armour knows that its brand has a tough and gritty “athlete” style that wouldn’t work with every brand under its umbrella. We needed to create a new personality that was approachable, educational, and lighthearted. Also their communities were fractured. They needed a cohesive user experience that allowed people to bounce from each brand seamlessly. blog redesign Branding Solutions We designed and developed a new UI for their existing blog that was brighter and cleaner because the large variety of content needed to be easily digestable. It needed to be flexible enough to cover recipes to fitness routines, all while moving back and forth between each community. “Ask a trainer: About trainers” And we launched a video series called “Ask a Trainer.” For the art direction, we wanted to contrast the rough gym look with lighthearted, quirky humor. We pulled in some of the communities’ most asked questions from the blog posts’ comments and answered them with these videos. “Ask a trainer: About running" "Ask a trainer: about machines" Team Creative Directors Andrew Bui Madde McDowell Strategy Director Chris Ferrel https://andrewbui.com/Dr-Pepper-x-TSM Mon, 14 Sep 2020 11:19:19 +0000 Andrew Bui https://andrewbui.com/Dr-Pepper-x-TSM Dr Pepper x TSM We worked with Dr Pepper to sponsor Team SoloMid (TSM), a pro esports team. Fans got excited for the digital campaign we created for them. BRANDING, ART DIRECTION, CONTENT CREATION <img width="6720" height="4480" width_o="6720" height_o="4480" data-src="https://freight.cargo.site/t/original/i/c5505bbbd835422f9713b9ca29477ac5abc7983f1cbccf5c5300d8f6d6eedc52/32624959407_d221d18b36_o.jpg" data-mid="82807302" border="0" src="https://freight.cargo.site/w/1000/i/c5505bbbd835422f9713b9ca29477ac5abc7983f1cbccf5c5300d8f6d6eedc52/32624959407_d221d18b36_o.jpg" /> <img width="5596" height="3731" width_o="5596" height_o="3731" data-src="https://freight.cargo.site/t/original/i/29adf23dc6e5d7f49d4f4b2a346184360575c7a7e8b81481fc9e71757fbb35ba/30547736148_b8fc1345ef_o.jpg" data-mid="82807301" border="0" src="https://freight.cargo.site/w/1000/i/29adf23dc6e5d7f49d4f4b2a346184360575c7a7e8b81481fc9e71757fbb35ba/30547736148_b8fc1345ef_o.jpg" /> <img width="4012" height="2257" width_o="4012" height_o="2257" data-src="https://freight.cargo.site/t/original/i/a7d46d07315cd39ca25b97b7c5a86f57c0dd00bc6c0242ebb993b3c018027774/38946729020_467b286fe9_o.jpg" data-mid="82807303" border="0" src="https://freight.cargo.site/w/1000/i/a7d46d07315cd39ca25b97b7c5a86f57c0dd00bc6c0242ebb993b3c018027774/38946729020_467b286fe9_o.jpg" /> <img width="4200" height="2800" width_o="4200" height_o="2800" data-src="https://freight.cargo.site/t/original/i/a521c7c0470f264ecc5f239e1897ac3ed68f42081e345a7f4cad6b877e913eae/47550518532_fe44ba986b_o.jpg" data-mid="82807399" border="0" src="https://freight.cargo.site/w/1000/i/a521c7c0470f264ecc5f239e1897ac3ed68f42081e345a7f4cad6b877e913eae/47550518532_fe44ba986b_o.jpg" /> Team SoloMid at a League of Legends tournament About the Project After our research showed there was an affinity between Dr Pepper and gaming, lightning struck as esports started expanding in the public eye. There was an opportunity to sponsor one of the most popular and top-performing League of Legends 5-person teams – Team SoloMid. Since Dr Pepper’s first entrance into the gaming world a decade ago with Major League Gaming, the landscape had changed drastically, as esports had grown to mainstream levels. From explaining the culture to providing data about Twitch viewership, we took the lead in providing insights into how we could approach the sponsorship. The gaming world hates advertising, so we tasked ourselves to create something that the fans would love. <img width="1190" height="1176" width_o="1190" height_o="1176" data-src="https://freight.cargo.site/t/original/i/75d507cd2b6b0608bed88d0aed0a05537e0788129cc117d85f7c39381217e5ab/tsm-tweet.png" data-mid="82807308" border="0" src="https://freight.cargo.site/w/1000/i/75d507cd2b6b0608bed88d0aed0a05537e0788129cc117d85f7c39381217e5ab/tsm-tweet.png" /> <img width="1652" height="1556" width_o="1652" height_o="1556" data-src="https://freight.cargo.site/t/original/i/c0081cfb116fbbd7d8d0c3c3eb606de431c5b73845fa07dc52d8295c6d29ad7d/tsm-article.png" data-mid="82807306" border="0" src="https://freight.cargo.site/w/1000/i/c0081cfb116fbbd7d8d0c3c3eb606de431c5b73845fa07dc52d8295c6d29ad7d/tsm-article.png" /> <img width="1486" height="1970" width_o="1486" height_o="1970" data-src="https://freight.cargo.site/t/original/i/51ee51b86ff895111c7d320b79f45c5e5a59bf608115433375a197ce7ac06681/tsm-article-2.png" data-mid="82807307" border="0" src="https://freight.cargo.site/w/1000/i/51ee51b86ff895111c7d320b79f45c5e5a59bf608115433375a197ce7ac06681/tsm-article-2.png" /> Sponsorship announcements Branding Problems The current general audience campaign revolved around the idea of “craving.” People viewed Dr Pepper as more of a “craveable” treat – like dessert – rather than merely a soda. We needed to work in this framework but add to it so that Dr Pepper fit in the gaming scene. Bumper digital Art Card Branding Solutions We landed on this positioning statement: Dr Pepper was the power-up that players craved. A brand style guide was then crafted that allowed Dr Pepper to fit in the world of esports. We pulled our inspiration from video game power-up effects. <img width="2200" height="1240" width_o="2200" height_o="1240" data-src="https://freight.cargo.site/t/original/i/d90581b1623ee82fab170891affc816b517c47661fb292abe561459b7f3798c8/crave-lockups-2-01.png" data-mid="83096709" border="0" src="https://freight.cargo.site/w/1000/i/d90581b1623ee82fab170891affc816b517c47661fb292abe561459b7f3798c8/crave-lockups-2-01.png" /> <img width="3689" height="2911" width_o="3689" height_o="2911" data-src="https://freight.cargo.site/t/original/i/fff953aaa9eb7816ed9009892749755b22cbc2a79fad5642d9360c7b96b75bb3/burst-canArtboard-1.jpg" data-mid="83096240" border="0" src="https://freight.cargo.site/w/1000/i/fff953aaa9eb7816ed9009892749755b22cbc2a79fad5642d9360c7b96b75bb3/burst-canArtboard-1.jpg" /> <img width="3689" height="2911" width_o="3689" height_o="2911" data-src="https://freight.cargo.site/t/original/i/9623f998dd1f975bb1ac234ca77c62e8b5db7b35617b39d1594a0489128fa25b/warp-canArtboard-1.jpg" data-mid="83096241" border="0" src="https://freight.cargo.site/w/1000/i/9623f998dd1f975bb1ac234ca77c62e8b5db7b35617b39d1594a0489128fa25b/warp-canArtboard-1.jpg" /> <img width="3689" height="2911" width_o="3689" height_o="2911" data-src="https://freight.cargo.site/t/original/i/b67490fccc22ffda7d41b27e233f29fb535099fab8fb72f219950508b572b7de/beam-canArtboard-1.jpg" data-mid="83096239" border="0" src="https://freight.cargo.site/w/1000/i/b67490fccc22ffda7d41b27e233f29fb535099fab8fb72f219950508b572b7de/beam-canArtboard-1.jpg" /> Brand guidelines and alternative digital backgrounds We added bright, energetic bursts of magenta to the base of maroon. Our workhorse typeface was Klavika Condensed. The crisp and open shapes felt strong and substantial and would fit into the esports world. For versatility, I created multiple variations of the energy backdrop as the hero can explodes front and center. Team Soda Mid :15 digital ad Content Solutions During the concepting phase, fans were excited about the news of Dr Pepper sponsoring Team SoloMid. A commenter on Reddit exclaimed, “Team Soda Mid,” which sparked the inspiration for us. We wanted the idea to be rooted in fandom. Backed by our strategists’ data, here were the three elements we wanted to use to capture the attention of players: ︎︎︎ Nostalgia ︎︎︎ Explosive, actiony effects ︎︎︎ Fast-paced YouTube-style editing <img width="480" height="480" width_o="480" height_o="480" data-src="https://freight.cargo.site/t/original/i/591a44f232c48be2677f97972adf920b35d4d66bd7c515449edef55ddb5e3008/giphy.gif" data-mid="82624021" border="0" src="https://freight.cargo.site/w/480/i/591a44f232c48be2677f97972adf920b35d4d66bd7c515449edef55ddb5e3008/giphy.gif" /> <img width="920" height="920" width_o="920" height_o="920" data-src="https://freight.cargo.site/t/original/i/3be7d490896175b62cd97441b59923cb578cb80cc2aa318b92cac708062d3edc/cry.gif" data-mid="82893273" border="0" src="https://freight.cargo.site/w/920/i/3be7d490896175b62cd97441b59923cb578cb80cc2aa318b92cac708062d3edc/cry.gif" /> <img width="1055" height="1234" width_o="1055" height_o="1234" data-src="https://freight.cargo.site/t/original/i/084700990701bb39266e2f9723d64217648d6d2369591173ec55480490df2f63/giphy.gif" data-mid="82893274" border="0" src="https://freight.cargo.site/w/1000/i/084700990701bb39266e2f9723d64217648d6d2369591173ec55480490df2f63/giphy.gif" /> <img width="920" height="920" width_o="920" height_o="920" data-src="https://freight.cargo.site/t/original/i/ae2eebfda1b0683448c5fa7871932ee744be88f51815b649d8601d41ff8d8d27/awesome.gif" data-mid="82893272" border="0" src="https://freight.cargo.site/w/920/i/ae2eebfda1b0683448c5fa7871932ee744be88f51815b649d8601d41ff8d8d27/awesome.gif" /> Reaction gifs Talking trash is a big part of the esports culture, so we outfitted the fans with reaction GIFs of the players. Fans bantered with them in the post-game Reddit threads and on Twitter. TSM K-Pop :15 digital ad We continued the successful campaign the year after. At that moment, League of Legends was already leaning heavily into Korean culture because of Korea’s dominant players. Riot (the company that owns League of Legends) had created their own K-pop song and had musicians play live at their championship finals. As K-pop became more mainstream to the US audience, we knew we needed to jump in. With the addition of the TSM Fortnite players, we now had a total of 8 members – the perfect number for our very own satire K-pop boy band. <img width="3162" height="3162" width_o="3162" height_o="3162" data-src="https://freight.cargo.site/t/original/i/735a243c9b0e74c6d8841000d0f5a1e2d100c8086037ef13eb0876b5bea5a775/TSMDrPepperMerch.jpg" data-mid="82624022" border="0" src="https://freight.cargo.site/w/1000/i/735a243c9b0e74c6d8841000d0f5a1e2d100c8086037ef13eb0876b5bea5a775/TSMDrPepperMerch.jpg" /> <img width="1846" height="1662" width_o="1846" height_o="1662" data-src="https://freight.cargo.site/t/original/i/aa0533d5a056fbb03a1499695240072a67474e0d5589d4aaf0e6ed28bc702fee/tsm-youtube.png" data-mid="82807309" border="0" src="https://freight.cargo.site/w/1000/i/aa0533d5a056fbb03a1499695240072a67474e0d5589d4aaf0e6ed28bc702fee/tsm-youtube.png" /> Merchandise We launched the spot with merch for the Treat You Right Tour. Through social media activations, lucky fans received limited-run bottles, T-shirts, posters, and collectible pins. Alongside our content, we brainstormed with TSM to help them produce their own branded content on their channels. Team Creative Director Brian Linder Associate Creative Directors Andrew Bui Daniel Beaudoing Strategy Director Bennie Reed Strategists Corey Austin Jared Ohgren Recognition ︎ 2020 Bronze Addy (Social Media Campaign) https://andrewbui.com/lulo-beauty Mon, 08 Oct 2018 16:43:48 +0000 Andrew Bui https://andrewbui.com/lulo-beauty lulo beauty <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/73171466a690ab785ba519dc44039105cf793951b7e0567cec8488a48a8215f9/andrewbui-casestudy-lulo-header1.png" data-mid="82870814" border="0" src="https://freight.cargo.site/w/1000/i/73171466a690ab785ba519dc44039105cf793951b7e0567cec8488a48a8215f9/andrewbui-casestudy-lulo-header1.png" /> Lulo is a fun and fresh skincare brand that targets a Gen-Z through evidence-based formulas. BRANDING, PRINT DESIGN&nbsp; <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/92abdab3c4818822dda87eae213895e269c699237d57ea928f253e8448890f69/polymailer---simple.jpg" data-mid="25743171" border="0" src="https://freight.cargo.site/w/1000/i/92abdab3c4818822dda87eae213895e269c699237d57ea928f253e8448890f69/polymailer---simple.jpg" /> Packaging About the Project The beauty industry has so many brands selling products solely to sell rather than considering our skin’s health. Trained to buy more than their skin needs, consumers fall victim to an unnecessary dependency on fixing problems that didn’t exist before by chasing trends. It’s all so confusing because of the abundance of product options, trends, and advice – all of which takes the fun out of skincare. Lulo asked us to create branding that helps them stand out in this sea of misinformation. <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/0ad3adb80de72133d2cf807f28577e2f816c4aa32ee23256f879d018d8b2948d/Concept-2---StickerTissue.jpg" data-mid="25775325" border="0" src="https://freight.cargo.site/w/1000/i/0ad3adb80de72133d2cf807f28577e2f816c4aa32ee23256f879d018d8b2948d/Concept-2---StickerTissue.jpg" /> Packaging Design Problems We knew that we wanted to make sure we weren’t just all fun with zero substance. It was essential for us to present Lulo as something trustworthy but not old-fashioned. As an evidence-based brand, we wanted our style to stand out as a unique offering. <img width="2000" height="1717" width_o="2000" height_o="1717" data-src="https://freight.cargo.site/t/original/i/236807453b5c58a36dd889891210480b24171f7fa86a0bde9776a10001de306b/test.jpg" data-mid="25775349" border="0" src="https://freight.cargo.site/w/1000/i/236807453b5c58a36dd889891210480b24171f7fa86a0bde9776a10001de306b/test.jpg" /> Stickers Design Solutions We created Lulo to be your BFF – your Beauty Friend Forever. She is someone whom you trust who is knowledgeable and can help cut through all the nonsense. She is fun, empowering, and tries to listen to you and your skin’s actual needs. <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/ba05e9bcd03b957ebf975622ddf966fb5dcf07b7c997a2427c99f453a0f60151/luloanimation.gif" data-mid="25742723" border="0" src="https://freight.cargo.site/w/600/i/ba05e9bcd03b957ebf975622ddf966fb5dcf07b7c997a2427c99f453a0f60151/luloanimation.gif" /> Dynamic logo The dynamic logo helps reinforce a flexible and fun attitude. Since the brand is direct-to-consumer, we needed a color palette that is flexible enough to be used online and in printed materials. We landed on a mixture of solid colors and gradations to help create a sense of “wow” when you see it and receive it. <img width="2500" height="1786" width_o="2500" height_o="1786" data-src="https://freight.cargo.site/t/original/i/6d596b2dfe5599c46577049a3aab8d2a1896a5905be0af105079a61ea7a56ce5/business-card---simple-2.jpg" data-mid="25743132" border="0" src="https://freight.cargo.site/w/1000/i/6d596b2dfe5599c46577049a3aab8d2a1896a5905be0af105079a61ea7a56ce5/business-card---simple-2.jpg" /> collateral design Team Design Directors Andrew Bui Madison Miller Copywriter Gina Roberts https://andrewbui.com/Stryve-Biltong Thu, 10 Sep 2020 23:33:44 +0000 Andrew Bui https://andrewbui.com/Stryve-Biltong Stryve Biltong <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/dfa75287547d4d536bc2f337f8d3d95d73b1e2491fb4d8e16a492abfd620c2e3/andrewbui-casestudy-stryve-header1.png" data-mid="82870622" border="0" src="https://freight.cargo.site/w/1000/i/dfa75287547d4d536bc2f337f8d3d95d73b1e2491fb4d8e16a492abfd620c2e3/andrewbui-casestudy-stryve-header1.png" /> Stryve Biltong is a better and bolder meat snack. ART DIRECTION, SOCIAL <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/d4f323a7d3e4cb3b0c94a013c6392891be5f1b70e179ba44593e4d43cf3d850f/garlic-cropped-mm-blue3Artboard-1.jpg" data-mid="82372898" border="0" src="https://freight.cargo.site/w/1000/i/d4f323a7d3e4cb3b0c94a013c6392891be5f1b70e179ba44593e4d43cf3d850f/garlic-cropped-mm-blue3Artboard-1.jpg" /> product photography About the Project Stryve Beef Biltong is high in protein, has zero sugar, and has nothing artificial. Their mission is to make healthy snacking both fun and easy. It’s not like jerky, which is cooked until it is dry – it’s biltong, which means it is cured, marinaded, and then hung to dry. Completely revamping their brand in 2020, Stryve brought a bold and playful package design unique to the meat snack world. What they needed was an equally lively look and feel to launch the new design in social, and that’s where we came in. I provided art direction production guidance, as well as editing and retouching. <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/c58b91f59bd01906761fc3612998b7d0f6e2c96aa312f417ddd605fa392f5e0c/PeriPeri-Pillar-Headline.jpg" data-mid="82372896" border="0" src="https://freight.cargo.site/w/750/i/c58b91f59bd01906761fc3612998b7d0f6e2c96aa312f417ddd605fa392f5e0c/PeriPeri-Pillar-Headline.jpg" /> <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/03906866b14db1f33215bc7d061417e33a88017bcbb883a962be54536558b4bb/Original-Pillar-Headline.jpg" data-mid="82372895" border="0" src="https://freight.cargo.site/w/750/i/03906866b14db1f33215bc7d061417e33a88017bcbb883a962be54536558b4bb/Original-Pillar-Headline.jpg" /> SOCIAL POSTS Team Creative Director Brian Linder Associate Creative Director Madison Miller Designer Andrew Bui Copywriter Will Hayden https://andrewbui.com/Snapple-x-Joe-Freshgoods Fri, 25 Oct 2019 17:40:07 +0000 Andrew Bui https://andrewbui.com/Snapple-x-Joe-Freshgoods Snapple x Joe Freshgoods We connected Snapple with Joe Freshgoods for an authentic collaboration of street culture and flavor. Our corner store pop-up drew lines around the block. ART DIRECTION, SOCIAL, AMBIENT <img width="3630" height="2577" width_o="3630" height_o="2577" data-src="https://freight.cargo.site/t/original/i/76649e66f165b69ddd5b07172d8b185e4a9dec0083f600c79aed53320adf97d1/RAWs-019-Edit-bui.jpg" data-mid="53412430" border="0" src="https://freight.cargo.site/w/1000/i/76649e66f165b69ddd5b07172d8b185e4a9dec0083f600c79aed53320adf97d1/RAWs-019-Edit-bui.jpg" /> Snapple x jfg bottle design About the Project Joe is a Chicagoan streetwear titan. He understood that the word “collab” was getting diluted in his space. Everyone was getting a collaboration as brands tried to latch onto the clout of fashion artists. As for Snapple, we were on the same page – we didn’t want something that felt forced. It was essential for us to not appropriate culture but show appreciation for it. Together, we wanted to create a concept that felt true to the culture. <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/8857ddc712409cb29947d90c0d13fb7829012353c3aa4a3cff575989f995f9f9/5f5a707eab80a.jpg" data-mid="82340850" border="0" src="https://freight.cargo.site/w/1000/i/8857ddc712409cb29947d90c0d13fb7829012353c3aa4a3cff575989f995f9f9/5f5a707eab80a.jpg" /> <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/2db53bbf0da7e06161f584afdcdac6aabedd2805d08da9bb4c2e559def15703c/5f5a714f04eb4.jpg" data-mid="82340959" border="0" src="https://freight.cargo.site/w/1000/i/2db53bbf0da7e06161f584afdcdac6aabedd2805d08da9bb4c2e559def15703c/5f5a714f04eb4.jpg" /> <img width="1024" height="731" width_o="1024" height_o="731" data-src="https://freight.cargo.site/t/original/i/cb9584d2ea567553ad7849b61ce1fbc7379794c5138110072b330a8934680653/5f5a715d20bfd.jpg" data-mid="82340960" border="0" src="https://freight.cargo.site/w/1000/i/cb9584d2ea567553ad7849b61ce1fbc7379794c5138110072b330a8934680653/5f5a715d20bfd.jpg" /> <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/5b9796474f76facdaaca5a0ba1d8f40408599ec73daa5e44df254547e0f0c539/5f5a71950bad8.jpg" data-mid="82341062" border="0" src="https://freight.cargo.site/w/1000/i/5b9796474f76facdaaca5a0ba1d8f40408599ec73daa5e44df254547e0f0c539/5f5a71950bad8.jpg" /> joe and the snapple wall Branding Problems Brands have been trying to stay relevant by latching onto prominent figures in the streetwear scene for a while now. These “collaborations” tend to have no concept behind them and typically only have the logos next to each other. They are the result of analytics departments saying that the brand has user affinity in this space, so let’s pay these artists to gain some credibility. In the end, the partnerships tend to have the brands dictating too much during the ideation phase, ending up with the artists’ voices getting lost. Joe was explicitly aware of this and wanted to have the right partnership. <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/86534a847e0a8af21315d9e09f7b4965fd03ea0f1798db1a36511fa18c684ae8/5f5a706add267.jpg" data-mid="82340849" border="0" src="https://freight.cargo.site/w/1000/i/86534a847e0a8af21315d9e09f7b4965fd03ea0f1798db1a36511fa18c684ae8/5f5a706add267.jpg" /> <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/2ad2bbd6b2b56c9113fcf9b0dd360943c00eb1983d15b9aa69991761f8395d62/IMG_0102_1024x1024.jpg" data-mid="53414353" border="0" src="https://freight.cargo.site/w/1000/i/2ad2bbd6b2b56c9113fcf9b0dd360943c00eb1983d15b9aa69991761f8395d62/IMG_0102_1024x1024.jpg" /> “the corner store was my gift shop” details Branding Solutions We approached Joe with open arms. We asked, “Hey Joe, what do you want to do?” rather than saying, “Joe, you need to do this.” After telling Joe about Snapple’s history and birthplace in NYC, Joe came back to us with the idea of telling his story about the corner store being his gift shop growing up – a space where Snapple naturally fit. <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/68f15c7aa6ce9562037404e1bbae3faa09927c6f8e64c7d4564047b8e027ef4f/5f5a7097621df.jpg" data-mid="82340852" border="0" src="https://freight.cargo.site/w/1000/i/68f15c7aa6ce9562037404e1bbae3faa09927c6f8e64c7d4564047b8e027ef4f/5f5a7097621df.jpg" /> <img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/d9be30e145690ffd69971bce64620cccf30213301d55f9a2c897ea269f4d077c/0G0A0887_1024x1024.jpg" data-mid="53414350" border="0" src="https://freight.cargo.site/w/1000/i/d9be30e145690ffd69971bce64620cccf30213301d55f9a2c897ea269f4d077c/0G0A0887_1024x1024.jpg" /> Chance the rapper eyeing the trucker cap We then provided him the tools needed to create an authentic partnership. Joe did a taste test and picked a small-batch flavor that NYC never had. And soon after, we brainstormed and helped design what was in the pop-up. With a line around the block, his fans came in looking for the special-edition bottle design, two T-shirts, and a standout yellow trucker cap. We also helped design a special VIP edition of the bottle for Joe’s friends and family. <img width="3535" height="2828" width_o="3535" height_o="2828" data-src="https://freight.cargo.site/t/original/i/f887e5b012ee2c77d9012cbcb9bf0ec3209b05eadbad4ed349acab35567ecd3c/RAWs-091-Edit-x.jpg" data-mid="53412431" border="0" src="https://freight.cargo.site/w/1000/i/f887e5b012ee2c77d9012cbcb9bf0ec3209b05eadbad4ed349acab35567ecd3c/RAWs-091-Edit-x.jpg" /> <img width="3535" height="2828" width_o="3535" height_o="2828" data-src="https://freight.cargo.site/t/original/i/1ea19b0c26cc24a45d249dd861f2cdc8861979ccffd059305f87353244219202/RAWs-093-Edit-bui.jpg" data-mid="53412432" border="0" src="https://freight.cargo.site/w/1000/i/1ea19b0c26cc24a45d249dd861f2cdc8861979ccffd059305f87353244219202/RAWs-093-Edit-bui.jpg" /> <img width="3535" height="2828" width_o="3535" height_o="2828" data-src="https://freight.cargo.site/t/original/i/a00d2e400a77c015cb6752f645dcaa512468a13ff224b11077772bdfa591bbbe/RAWs-094-Edit.jpg" data-mid="53412433" border="0" src="https://freight.cargo.site/w/1000/i/a00d2e400a77c015cb6752f645dcaa512468a13ff224b11077772bdfa591bbbe/RAWs-094-Edit.jpg" /> Snapple x jfg vip kits Team Creative Director Brian Linder Associate Creative Director Andrew Bui Copywriter Will Hayden Strategy Director Chris Ferrel Strategists Trey Green Laken Faccio Recognition ︎ 2020 Silver Addy (OOH &amp; Ambient Media) https://andrewbui.com/Tastes-Just-Like-Fruit-But-Snapple Wed, 16 Sep 2020 20:10:23 +0000 Andrew Bui https://andrewbui.com/Tastes-Just-Like-Fruit-But-Snapple Tastes Just Like Fruit, But Snapple <img width="2300" height="1354" width_o="2300" height_o="1354" data-src="https://freight.cargo.site/t/original/i/c0586f921e57c525dfac7a9511ecef8d99e02f8aef898c27283d8e3df4a7c7e8/andrewbui-casestudy-snappletasteslike-header1.png" data-mid="83591573" border="0" src="https://freight.cargo.site/w/1000/i/c0586f921e57c525dfac7a9511ecef8d99e02f8aef898c27283d8e3df4a7c7e8/andrewbui-casestudy-snappletasteslike-header1.png" /> Snapple's flavor scientists have developed such sophist­icated flavors, they taste just like fruit. ART DIRECTION, SOCIAL Product-forward Social Posts About the Project Snapple wanted to focus on the fantastic feats their flavor labs have accomplished. With the launch of the Watermelon Lemonade flavor, Snapple knew that it had flavor accuracy. Our campaign highlights this self-awareness with a mixture of juicy writing and visuals featuring fruit people. The full campaign consists of 15- and 6-second ads, a broad mix of social posts, and display ads. We were also lucky in that YouTube selected us to help test their 180-degree interactive ad format. Snapple Apple – Dance :15 ad Snapple Watermelon Lemonade – No You :15 ad YouTube 180° degree ad&nbsp;︎︎︎ Best experienced in mobile ︎︎︎&nbsp;Try out the 180° ad Team Creative Director Brian Linder Associate Creative Directors Andrew Bui Daniel Beaudoing Strategists Elizabeth Weinstein Jared Ohgren Becca Akins