Steve yu journey_portfolio

Steven Yu • A story of design through two worlds

I was born in Asia, immigrated to the United States at
eight years of age. I was blessed by a distinct awareness of
both culture and art from these two sides of the world.
https://www.behance.net/syu8

A background of fine art and architecture, I have a clear
understanding of the relationship between 2D and 3D
expression.
https://www.linkedin.com/in/stevenyu8

It’s from this foundation in which I have developed my
career, I have been creating products, environments,
retail spaces that are woven into integrated marketing
communications. This began with global agencies from
around the globe servicing the biggest brands.
https://www.linkedin.com/in/stevenyu8

Looking into the future of my work, I set off to create
a brand of my own. Learning from the ground up, I
designed, prototyped, produced, and fulfilled a small
boutique technolgy-driven fashion company.
By using new innovative digital channels such as
Kickstarter, I was able to connect organically to my
audience, raising over $139,000 in just one year.
The Visor : http://kck.st/T47W3X
The Nunchuk : http://kck.st/1jwD45p
The Shield : http://kck.st/1cUVlaN
The Rib : http://kck.st/18suqBM
Ame : http://kck.st/1kLyRJq
Awesome jacket I’m sold on you guys now. I’ll
will be backing your blade transformer tech
case as well. Love when innovate ideas come
together and create cool things!
Eric Ochoa on March 11
Located in NY. Got my Rib today and
it looks fantastic! Thank you and
good luck! :]
Diana L on October 10, 2013
I received mine in the UK yesterday!
That was super quick - well done!
JK on May 30

Again, I find myself in between two worlds. The products and how it’s brought to life.
By using a new platform through crowdfunding, I was able to connect organically to
my audience through my own boutique brand.
Now, I feel compelled to share my newly formed ideas and experiences with the rest of
the creative community.
The following pages are some examples of my work.

Brief: Avid Union, a new shopping platform
Avid Union is a brand that launches its
products on the popular crowdsourcing site, Kickstarter.
Leveraging on this new way to reach a brand new
community of backers and creators, Avid Union builds real
conversations and connections through it’s
digital and social media at an organic level
to create brand loyalty like no other.
Insight
The next generation of buyers with their ever evolving
shopping behavior and the concept of shopping has shifted
from owning stuff to buying into new ideas!
Idea
By designing original and innovative products from the
ground up, we will be able to reach key opinion leaders in
our category of technology and fashion.

Why Avid Union? steven yu • Avid Union
THROUGH CROWDFUNDING, AVID UNION HAS RAISED OVER $139,000 IN 1 YEAR.

Our products have been met with great response from both Consumers and Media steven yu • Avid Unio
FUNDED FULLY WITHIN 12 HOURS OF LAUNCH
With almost all organic growth from within Kickstarter,
we have achieved a great connection from within our
Kickstarter community.
BRINGING INNOVATIVE, ORIGINAL PRODUCTS
Design and producing original products such as
“The Shield: Tech Jacket” an RFID blocking jacket is just
one of many products we have produced.
Awesome jacket I’m sold on you guys now. I’ll
will be backing your blade transformer tech
case as well. Love when innovate ideas come
together and create cool things!
Eric Ochoa on March 11
Ok, so I got my tech jacket today. It TOTALLY EX-
CEEDED my expectations! I had high hopes, but the
jacket is downright awesome.
I will reach new depths (heights?) of villany in,
and look stylish to boot.
Brian D. Ferguson on March 12
Just received my two Tech jackets. Um.......WOW!
Perfect fit, high quality fit and finish.
This IS the best Kickstarter I've backed to date.
Still waiting on two Tech hoodies, but having the
jackets, I can wait.
Thanks to Enthousis and Avid-Union for all your
hard work. It paid off. Keep it up!!!
Ken Derr on March 25

Other projects that follow the same train of thought has been met with success steven yu • Avid Union
ALL SOCIAL CONNECTIONS
AND MEDIA COMMUNICATIONS
WERE MADE COMPLETELY
ORGANICALLY.
THE RESULT: LOYAL CUSTOMERS
AND OPPORTUNITIES TO
PRODUCE MORE INNOVATIVE
PROJECTS.

Brief: Lenovo 3.0
After years of educating the global market that Lenovo is
indeed a global brand after their purchase of IBM’s
laptop business, Lenovo launches their global
communications strategy 3.0.
Our task is to bring this to life in the developing regions.
Not only are we to comply with global guidelines, but to
enhance it in a way that is relevant and exciting
to its markets.
Insight
With current PC brands that are unrealistically aspirational
due to the advancing Apple market. Lenovo sets out to
differentiate itself by being purposeful and real.
Idea
With a global tag line “For Those Who Do,” my team
creates a space that draws the essence of a workshop.
A workshop that will enable shoppers access to Lenovo
machines. The following are works that shows holistic
through-the-line creatives and strategic guidelines that my
team also created, to help the markets bring these works
to life in their respective countries.

In-store experience steven yu • Lenovo

Digital experience steven yu • Lenovo

Strategic in-store communications guidelines steven yu • Lenovo

Brief: Co Branding innovation
Sinopec is one of china’s top petroleum company,
and has opened a series of convenience stores which
are attached to their fueling stations. Seeing this great
business potential, coke has established an initial
relationship for a chance to brand these stores using the
principles of shopper marketing.
Insight
Drivers in China doesn’t really have the habit to purchase
drinks while re-fuelling at the petrol station.
Idea
The idea “Shortcut to Happiness” was derived from
the collaborative attributes of both Coke and Easy Joy
(convenience store) under an over-arching need of
travelling with ease.

Exterior view of pilot store steven yu • Coke

In-store touch points steven yu • Coke

Our team over saw and produced all touch points steven yu • Coke

Brief: The holistic campaign
The work done for Walmart can be traced by how a
person would experience shopping within a hyperamrket
from point A to Z by incorporating anything form print to
event, in-store and digital.
In this campaign my team was given an opportunity not
only to form this experience, but also creating a new retail
space that transforms how shoppers shop in
Walmart stores in greater China.
Insight
The personal care category of WM in Greater China
doesn’t have the vibrancy and personality like other
retailers such as Watsons.
Idea
Inspired by serialized dramas so popular in China, the long
aged debate of who is in the right in a romantic relationship
is placed centered stage in this campaign, aptly named
“He Said, She said”.

WM personal care campaign steven yu • Walmart

WM store experience redesign steven yu • Walmart

Brief: Gain the trust of shoppers
Being the innovators of both design and technology
LG has gained the reputation of being a brand
that are more fashion orientated. Our task is to
bring LG’s technological innovation to life
within the greater China market.
Insight
Families in Greater China are still mostly abiding to the
one child policy. Which means in terms of their home
appliances, family comes first.
Idea
Using ideas of a natural environment by showcasing the
mountains in China, The Air Sanctuary reminds shoppers
that fresh air can be right at home.

Brief: Innovation In Retail Design
BHG is one of China’s fastest growing retailers.
In order to stay ahead of its competitors, my team was
asked to design the personal beauty center and
an overall department store design concept
for their innovation research center.
Insight
Shoppers in Greater China are seeking a total sensorial
shopping experience.
Idea
With the vision of fusing design cues from the forms and
shapes of both the mondern and classic, the team then
translated these design ideas into an environment. This
experience infuses the depth and intimacy that inspires a
great shopping experience.

Brief: Ice cream festival
Another summer goes by for Ben & Jerry and another
ice cream festival is proposed. Given the potential for this
brief, my team came up with the idea of going back to the
roots of the brand itself.
Insight
Consumers are savvy by default and look to spend their
valuable time with inspired experiences.
Idea
Chunk Fest. Celebrating peace, love, and ice cream!
Creating an ice cream rock festival inspired by the iconic
event such as Woodstock, and with word of mouth
generating mostly from Facebook, the event was filled with
characters such as hippies, painters, and even fortune tellers.
The event was visited by more than 8,000 people in the rain
and 100% attendance from the facebook invites.

In-store elements steven yu • Ben&Jerry

Digital elements steven yu • Ben&Jerry

Brief: Innovating the in-store display
Crest’s top tier Pro Health and Luxe Lines
are the Brand’s top revenue drivers in the
Greater China and South East Asian market. Both the
execution and ideas from which these displays are
birthed, are meant to drive the superiority and innovation in
their categories of oral health and whitening.
Insight
Shoppers in Asia relate to the shopping experience that
exist in department stores.
Idea
• Transcending Oral care to beauty care (Luxe whitening).
• The apex of professional oral care (Pro Health).
By distilling the product to its essence and simply
embellishing its personality will make it
stand out from the crowd.

Luxe Whitening steven yu • Crest

Pro Health steven yu • Crest

Luxe and Pro Health steven yu • Crest

Brief: building premium brand
Leader in travel retail
By 2015, Asia-Pacific air value sales will
increase over 50% to over USD $200 billion,
reaching similar levels with North America and Europe.
With this said, Johnnie Walker looks to SSX to create a
shopping experience that can elevate the brand image in
the Greater China and South East Asian travel retail space.
Insight
In terms of gifiting in asia, the appreciation of jwbl’s rarity
and perfection needs to be extended to the beneficiary,
generating cycles of demand for jwbl as the
most desirable gifting brand.
Idea
Spring boarding from a proposition of “share the rare
moments of perfection”. The idea is creating a space that
simulates a first class cabin. Within this space, customers
are surrounded by educational displays that promotes the
art of giving.

Client Roster
American Express, Ben & Jerry, Beam Global Spirits and
Wine, Braun, British American Tobacco, Diageo, Hamilton,
Kodak, Nokia, Pfizer, P&G, Philip Morris, Remy Cointreau,
Shell, Tudor, Unilever
Skills
Hands-on leadership that supports and encourages
independent voice and development within a
creative structure.
Pushing the possibilities of technology and embracing media
neutral solutions to solve communication challenges.
Finding the most relevant activation approach through an
intimate understanding of consumer’s wants and needs.
Always crafting the most innovative solutions within
project constraints and challenges.
Work
2013 – present
Avid Union
– Co founder, Creative Director
2012 – 2013
Saatchi & Saatchi X
– Executive Creative Director
2009 – 2012
Saatchi & Saatchi X
– Creative Director
2008 – 2009
VM&SD Singapore
– Creative Director
2007 – 2008
141 Worldwide / Ogilvy Singapore
– Activation Lead Designer
2004 –2007
Ogilvy Action New York
– Senior Art Director/3D designer
2000 – 2004
Imagedog / 141 worldwide
New York
– Multimedia Art Director
1998 – 1999
Development Design Group
Baltimore
– Architectural Project Designer
Steven Yu . stevenyu8@gmail.com
Education
Maryland Institute, College Of Art 1998
– Bachelor Degree Of General Fine Arts.
Languages
English and Mandarin

steven yu • stevenyu8@gmail.com

Steve yu journey_portfolio

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