In a media saturated world, all people want is an opportunity to connect authentically with another human being.

Lee Changzhi is an award-winning brand strategist who believes that brand activation through live experiences is the key to building customer loyalty and empathy. I create events, publications, environments and basically do anything to foster genuine relationships and friendships between people and brands.

I believe design must solve problems, and I believe that the core design of the human psyche is to have meaningful relationships between people.

Great things happen when people come together.

No great thing is created suddenly. Pop-out Store / Environmental Retail Branding

For an momentary exhibition on the process of ‘Idea Creation’. Three rooms were designed with three different identities. As visitors move through each room, they experience a feeling of ‘frustration’ in the Red Room, ‘calm’ in the Blue Room, and finally a moment of ‘eureka’ in the Yellow Room.

Visitors then exit the exhibition to see the three rooms in totality and they realise, that no great thing is created suddenly. I wanted to capture this ephemeral moment of realization, as so visitors were encouraged to pen their throughts down and float their ideas as lanterns onto the water bodies.

a walk through the spaces in our mind

____________________________

no great thing Is created suddenly

_________________________

The Greenhouse Project. Pop-out Store / Environmental Retail Branding

For a pop-up store that sold paper products and was aptly named “The Green House,” I built the entire environment out of 5000 sheets of used office paper. Not only did people have a great time in the store, but the material cost was kept to a minimum.

Sustainability comes in many forms. It might be in terms of the use of reusable or recycled materials, but in this project, I looked at sustain-ability also in the use lighting. Permeable walls and fabric allowed light to flow from interior spaces to exterior ones. I look at sustainability when setting the Greenhouse Resturant. How will it be instead of using centerpieces of flowers, we use paper?

let the trees grow and let the flowers blossom

__________________________________

Find beauty not only in the thing itself but in the pattern of the shadows, the light and dark which that thing provides.

Pop-out Portfolio Book

The sense of touch is an important part of experiencing the world. It might be through feeling the materials, or perhaps even through just looking at the fragility of an object, the three dimensionality of it, or the spaces in between paper and paper.

Haptic is the senseof touch, of feeling, of all senses engaged.

Identity / Personal Branding

This slogan forms the core values of my work as I cross the milestone into a new journey upon graduation from college. This motto is also something that drives my passion in everyday life.

It’s always about people. Really, it is.

To me, the best things in life are shared experiences we have with one an-other. As an experiential brand consultant, I created a business card that exuberates these core values. It will be used to introduce myself to new people I meet along life’s way.

With the help of a little hot stamping, slogans and texts imprinted onto a simple black card are given new meaning and context. Words can only be read at a certain angle under the right lighting conditions. Recepients who encounter the card will get to experience a thought-provoking phase. They will get to flip and feel the textures that represent my brand, my core values, and who I am.

Depending on the lighting, colors might even come to life, reflected in the foiled text. Every experience with this card is different, just like how every person I meet, is different.

The best things in life.

Direct Mailer / Non-Profit Awarenss Campaign

The Challenge:

Create a brochure which discusses the cliched topic of global warming, and make the messgae effective once again.

The Solution:

Messaging is key to visual communication. Often times, it is diffi-cult to bring across a message in an original and unique way. I had the opportunity to do so recently when presented with an opportu-nity to develop a brochure that discussed Global Warming.

As the viewer unfolded the brochure, it formed for an ephemeral moment, the shape of an iceberg, which then disintegrates as the full thing is pulled open.

Through a simple action, without the explicit use of words, a mes-sage about the melting polar-caps is communicated. We are also reminded how we are responsible for its destruction.

Put a few icebergs together and you’ll get your own artic ocean. Note the polar bears living in their caves.

The message is the key why someone should listen.

Numbers Party / Experiential Marketing

The Challenge:

Create an experience that gets staff from an accounting firm together to build up morale, and truly reflects the values of the company.

The Solution: Get as many people as possible involved. People love to be a part of the making, constructing and building of atmospheres.

Events and public gatherings are a fantastic and unique segment of branding that I am truly passionate about. I believe live experiences, just like any other form of branding, needs to be authentic, honest and truth-ful. But the key element to their success is that they need to be sensorial.

This can be evoked in many ways through the use of texture, lighting, fab-rics, smells, sounds and colors. An event is always created to facilitate great conversations, to create a momentary world, and a memorable experience for everyone.

An atmopshere is a state of mind whensomething excitingfills the air.

1 2

5 6

9 10

3 4

7 8

11 12

Publication Design

The Challenge:

Design a type specimen book that showcases Mrs. Eaves, de-signed by Zuzana Licko, and bring out the personality of this font family.

The Solution:

Stories are the building blocks for memorable experiences. People relate best to an object, product or event when a story is told in such a way that it creates empathy.

The Mrs.Eaves type specimen book is more than just a book about this legendary typeface designed by Zuzana Licko. It tells the story about a woman named Mrs. Eaves, the town she lived in, and secrets about her everyday life. As you open the book, a scenographic set of a townscape pops out and a story isuncovered about her unusal relationship with John Baskerville (a typeface in his own right). This in turn brings the typeface to life, and gives it personality.

Stories are the buildingblocks of enduring institutions.

A Strong PersonalityIntegrated Campaign Magazine Advertising Interactive Web Experience

The most iconic brands are those that are authentically human. They are the brands that we can put a face to and live vicariously through images, experiences and interactions. The Journeyman is a brand about relationships. It focuses on travels, stories and the human spirit we all have in us, that is the yearning to explore, go forth and connect with different people from different cultures.

In an integrated Web and offline experience, via a journal notebook and a commorative photo book, visitors are invited to be a part of the journey. They are invited to contribute to the brand by sharing their throughts on interesting people they have met during their travels through social media platforms.

“Travel is the common thread that links these vast and diverse places. For many journeyman, it will become the defining experience to which they keep referring in later life.”

Call: (917) 302-9372Write: info@leechangzhi.comWebsite: www.leechangzhi.comiPad / iPhone: www.changzhilee.com

Thank you!