SIM Chia Huey

Publicity Materials

Designer’s Products Promotion

KellerStudio is a Taiwanese brand who has been selling designer’s items (stationary, office accessories, storage solutions) in other indie shops for several years.

Until last summer, the brand decided to open their own new KellerShop.

The brand wanted to refresh their top products’ image, boost their sales on that occasion, and promote their new shop online (Facebook and Website).

I was in charge of :

  • Art Directing
  • Planning
  • Model Selection
  • Setting
  • Photography
  • Photo Retouching
  • Filming
  • Storyboard
  • Editing
  • Illustration
  • Logo refresh
  • Layout
  • Poster design
  • Copywriting

The project was done in Ton Horizon design agency, with models who were designers working there.

Let’s talk a little about Hipsters

Hipster phenomenon (indie) has been invading the world for some time now, especially the designers’ one.

Though they are all slightly different from country to country, some characteristics remain unchanged, including Taiwanese hipsters, like they collect things, like vintage accessories, are close to the nature or like to be comfortable in everyday life.

And the brand has this hipster and no hassle feel, since it was created by young designers, for young designers.

Commercial Poster

Website Banner

The Process

One day in a Designer’s home

My idea was to keep the brand’s original hipster image, but with a story to tell for each product, based on its potential personality.

And to motivate visitors to take a product home, I proposed that we set the scene in a home background, where we see models interacting and playing with the products, helping visitors to identify themselves using it.

The scenes take place from morning until evening, from the living room to the garden, with the most hipster designers I know.

Challenging non model to be model for the first time

One of the reasons why I chose to ask for my colleagues’ help on this, is because I thought, to pose like hipsters, it’s best to have the real ones.

So I invited my designer-colleagues to join me on the project as models, and luckily for me they all happily agreed. It was really fun to have worked with them.

We had a good time imagining and playing around with the products. They were so natural that it doesn’t even look like they were posing as models for the first time.

“After several similar projects, I realize I really love photographing people and the interaction with the model while doing it.”

Stories

Morning 08:00

Clocks

For The Punctual People

There are people who live with clocks and those who live without. It’s common knowledge that those who follow time very closely are very punctual, thus realistic people, who you’ll never see them rush. So the feel I want to show here is calm and sure, of a morning person, of course.

Model : Yimin Lin / Designer

Morning 10:00

Lamp (by Soyee)

Meet your little buddies!

The lamp has a robot alike body, so you can easily play with it as if it was your teddy bear or figurine. So I decided to position the lamp as a buddy at home, with whom you work with, share your secrets, and do any other things that you would with a friend that illuminates your life.

Model : Zhifang Liu / N/C

Morning 11:00

Pencils

The pencil of our youth

The very simple yet essential tool that we use since young age, to work and learn. With it, you don’t need to be worried about mistakes, because everything can be easily erased, so you can restart all over again. Doesn’t it sound like us in our youth, when we were not afraid of making mistakes?

Model : Yinfong / Architect

Noon 12:00

Lunch Bags

A walk with my Shiba

12p.m. is the time to get some lunch, take a break, and perhaps walk your dog after. The brand’s ambassador is a Shiba dog called Lily, and as we all (should) know, never let your dog stay too much at home. Go out and be active, be healthy!

Model : Hsinchen Wu / Graphic Designer

Afternoon 15:00

Carpet

Back home, chilling with the whale

It is big, fluffy and thick. It can be beside your sofa to put your feet on, or at any corner so you can sit on, actually you can be on it however you like, just pause and chill, either with a cup of drink, a book or a blanket.

Model : Hsinchen Wu / Graphic Designer

Evening 17:00

Note Book

Record your everyday

Keep a diary of anything you think is worth recording, either it be your thoughts, drafts of ideas or things that happened during the day. Because a nice notebook is like a collection of your memories during a period of time. For when you come back, you will discover yourself with new eyes.

Model : N/C

Evening 19:00

Customized Pens by artisans

A pen that resembles you

Having a pen with which you feel good is an experience that you should have at least once in your life. Because when you feel synchronized with it, you appreciate what you’re writing, drawing, and planning. And it’s a nice sensation to get things done in such a beautiful way.

Model : N/C

Catalogue Design

Challenging characters to be model for the … time

As for the shop’s first catalogue I wanted to make a fun design with the characters from its mother brand, Keller Studio, and also as a continuity of the originally colorful brand.   

Commercial Video

Welcome home.