NisaraKittisangvara

diplomatic

Birth

Tsunami

HITThailand

adve

ntur

ousn

ess

adju

stin

g

eval

uatin

g

expr

essiv

e connecting

inte

rnet

anal

ytic

al

selfesteem

multitasking self

awareness

exploring

diversity

involvementempathy co

ntex

tindividualism

deliberative

Meditation+

PoliticalScienceBachelorDegree

ExchangeStudent

M I LL E NIUM Sa

nFr

anci

sco

Attack911

P R EZ E NT I A

PLANNER

influential

com

prom

isin

gco

nstru

ctive

2001 20042006

eco awareness

social promising

1982 19992000

20052007 2011

Mind Tree Events that has happened to my life, i take all in account for my mind to grow maturely.

Muni SegmentationP. 25-29

Bichewa Brand BookP. 33-37

Involvement

Empathy

Individualization

Deliberative

Context

Cofee Culture POVP. 1-11

C u l t u re M a pP. 12-13

Social ExperimentP. 22-23

City SnapshotP. 30-31

Montblanc Digital StrategyP. 48-52

Sketch bookP. 38-39

Six Flags Campaign StrategyP. 41-47

Zombie Survival StrategyP. 15-21

Synchronize

Considerate

Originality

Crafted

Constructive

ELEM

ENTS

truly listen and consciously look to what is around, so that I can establish

myself to appreciate the surrounding.

Involvement

Coffee CultureSan Francisco Rachel Coady

Coffee is not only the brown water with caffeine; it’s a major lifestyle for coffee drinkers in San Francisco. There is aesthetic and status attached to it. A cup of coffee can tell so much information about personalities, values, and tastes of drinkers.Caffeine keeps this city alive and flavorful.

By observing and talking to coffee drinkers and baristas, it allowed me to under-stand motivation of the culture and its influence to people.

Big Brother Indy Shop

Bran

dVi

bePe

ople

BeansCoffeeA cup of freshness and

distinctive deep-roated flavor always offers at Peet’s Coffee and Tea. They deeply believe that a great cup of coffee is all about a cup of fresh bold taste of coffee. The great experience is the bond between you and the cup in your hand.

DarkRoasted FreshBrew Bold

freddo

CoffeeMusic BookEnvironment

logoAtmosphere

Decoration

Sofa

Third SpaceBeverage

Great experience of drinking coffee is not only just about a cup of coffee, It’s also about the atmosphere around while you are drinking as well.

DripArt

aromatic

Modern

OrganicSustainable

Old-school style

network CafeBold

“We roast coffee on vintage gear, put it in compostable bags.We roast great coffee on two coasts, we make great drinks, we clean

up after ourselves, we bake cookies, we type up invoices, we get change at the bank, we say please and thank you.”-Blue Bottle Coffee Company web site

BrewerFresh PastryAromaticBold

UrbanCoffee, we serve it sim-ply rich and dark, as its original should to be. We blend it as how our serious drinker community likes.

Single origin

We are thrill everytime we get to

introduce our new coffee single origin to our commu-nity. We believe coffee has its uniqueness by its origins.

AdventurousActive

UniteCoffee

StrongSweet Tooth

Single origin

We believe that when people want coffee or tea, they are definitely looking for a break. Consequently, we offer

our drinks with delightful heart. Flavorful taste of coffee and tea drinks will delight people’s day.

SweetTeaCoffee

Flavor delightful

sunshinessimple

IcedBlended

Big Brother Indy Shop

Bran

dVi

bePe

ople

Big Brother Indy Shop

Bran

dVi

bePe

ople

Coffee ShopIt is the mix of being private and publicizing. When we are in ‘living room’, we share ourselves in the nonaggressive side. We bring our hobbies;

drawing, listening to the music, writing and so on that don’t interfere other people space. The dynamic of sharing in coffee shop is so rich even though there is no ver-bal. Looking others doing their interests, listening to background sound, and feeling the person next to you, these are counted as sharing. I have read an article about eureka moment said “Just to sit there and listen what is going on around, great ideas could come up amazingly.” It made me think that it is not about you go there for taking, but you have to open you mind and listen to differences.

Living Room

Lyon St.

Lyon StreetPride Project

Palaceof Fine Art

Marina WaveOrgan

Synchronize

EmpathyWords cannot express everything in this world. Sometime things can be left unsaid yet understood by feeling and putting yourself into his or her mind.

16

Zombie StrategyAlan Stout

Rather than getting geared up with all weapon and fighting relentlessly, Taking one step back with a deep breath and reframe about how we would response to this epidemic, Zombie outbreak.

Human get fear of what they don’t really know what that is. They get scared because they have been told but not on their own knowledge. When human fear, their listening skills just disappear.

17

Name : Nicolus Malson

DOB : June 19, 1863

DOD : June 18, 1879

Age : 1 day away from being 16 for 132 yrs.

Like : I had been a Homecoming King 12 times.

Dislike : I will never have driving license.

Hobby : Music collecting

Career : Nightclub DJing.

“I was a vegetariaaaan, now I am on a special diet to keep myself not rotten.”

18

Name : Mike Morgan

DOB : Febuary 5, 1809

DOD : May 23, 1863

Age : 54

Like : I had witnessed virus outbreaks.

Dislike : I will never get retired

Hobby : Scrabble & puzzles

Career : Doctor

“Graveyard shift, litterally.”

Name : Melanie Hudson

DOB : November 14, 1903 DOD : Febuary 14, 1931

Age : 28

“Wedding day is the happiest day for others, not mine.”

Like : I found the one.

Dislike : I will never have kids.

Hobby : Writing diary

Career : Secretary

20

Relentless Security Guard

“Moooorning People. wake up!”

“Always on duty.”

“What a freaking bad hair day!”

The Recipe Keeper

21

We don’t ask for more than living our post-lives peacefully. The lives that is worried free of being shot at heads, screamed at our faces, run away when we just want to say hi. Please do not get scared just because of our looks. We used to be human too.

We have our own conditions and limitations to put up with already; sun, hills, rotten limbs, stiff tongue and so many more. We only ask for poeple to listen and understand the facts that we are different from human. There are tons of species in this planet that can live together, and we are part of that.

Final Request

When you go out to coffee shop or “third space”, the laptop zombies are always out there. They come with their own laptop. There is no interaction with others. This is a key nugget for my

social experiment.

I want the zombies revive and become humans

again by checking in the minds to environments. To warm up this cold relation-ship, I take my passion for

drawing as a tool.

Draw as passion and Give as a gift.

Considerate

social experiment

IndividualizationThe value of identity is essential. To look and understand particular thing, a faithof believing everything’s unique is the key.

To talk to them, one way doesn’t work with all. Special touches are needed to custom eachapproach.

Muni Segmentation

People in Bay area mostly commute around the city by MUNI, The San Francisco Municipal Railway.

It is fun to look around and see what make each person different from one another. Each one carries their own device to keep themselves entertain during the journey, if it is not device, they will have unique behavior that they express.

To segment them, I took the physical matters to identify each group. I found the common motivation behind all group is the protection of their little secured space by their weapons during they are in public.

Alan Stout

Wireless Maniac

B o o k Worm

MusicLover

Wat

cher

Hi FiverGate Holder

31

Originality

To say that you know one thing, it’s not only knowing its in depth but also in all angle aspect so that you can decide what is the best way to response. All element is counted to be part of the plan.

Deliberative

Baichewa campground and tree house resort is a new alternative accommodation for urban dwellers in Thailand. It locates near big city yet enriches with natural resource. It is a place for people to pause their hustle in the big city and come relax with true nature.

Brand Book Oran Manjing Art Director

Baichewa On Progress

subtle

thoughtful

sustainablefun

connected

innovative

relaxing

refreshingunique

inspiring

insightful

exploring

discovering

Brand Attribute

Channel

Care

Love

Target

URBAN DWELLERSwho mostly live with schedule in big cities. Everyday they beat up their lives with the pulse of a big city. They always look for new places for them to go explore and discover yet worry free of miserable preparation.

They want to allow them to pause the big city’s rhythm and refresh themselves with new alternative destination, where they can relax and bring back their passionate so that they can keep the pulse beating.

Strategy

Pause & Playget away from hustles in big cities, and come refreshing and fulfilling with new gimmick of the nature.

Crafted

ContextSince all elements matter, the past plays a big role in being me process. It’s the experiences that I faced and I took them as lessons. So being composed to today, experiences are crafted and I took the notion behind it.

Six Flags Campaign StrategySarah Miller

Six Flags wants to connect themselves to new target audiences, urban people who are missing the fun that they used to have when they were young. It’s the experiences that they wouldn’t forget.

Six Flags situation

DisneyLand

GreatAmerica

SeaWorld

UniversalStudio

Six Flags

random fun planned fun

destination

memorable fun

fun place

one time fun

Peer’sfeedback

“Last time I was there is when I was in high school, I remember

it was fun.”

“When you are in there,

it’s already fun even though you don’t get on any rides.”

“Six Flags is Thrill.”

Key InsightsTheme Parks are for kids Random funs > big plans to have fun.

Peer susceptible

Miss the nostalgia

Worried free fun. Inner childs

Flashback to your fun with Six Flags Theme Park

Ambient Ads

Print Ads

Montblanc Digital Strategy

Virginia LuKelli Robertson

@AKQA

Montblanc is long established brand with its great products and concrete stories. Their new target audiences are modern people and Montblanc tries to come up with digital strategy to concretedly bridge to their new people.

On Progress

ExclusiveSophisticated

Passionate

Encouraging

Social GoodGift

Art

Reward

Inventor

Legendary

Classic

Cultured

EducationalLuxury Lifestyle

Quality

Classical Music

Brand Attribute

Caregiver

Leader Ruler

FREEDOM

ORDER

EGO

SOC

IAL

Long established brand

Exclusive Class

Industry establisher

Invitation-Only Party

Oscar Award Cocktail Party

Young Director Project

Global network

Social Network

Seasonal Collection

John Lennon Educational Tour BusFlickr, Facebook

Best Buddy in 11 Days

UNICEF Partner

Private Shopping Experience

Wish Tree ProjectEngraving

Shop-in-Shop

CreatorMontblanc Styling Lounge

Brand Behavior

Explorer Lover

Hero Achiever

FREEDOM

ModernPeople

ORDER

EGO

SOC

IAL

Holiday Gathering

Special OccasionGift Giving

Writing Diary

Photographing

Top Ten School Education

Music ActivityPop Art Musuem/ FestivalWorld Destination Traveling

Social activityFilm Festival

Cinco de Mayo Celebration

Modern Art Museum De Young

New Undiscovered Talent AdmirerWine Tasting

Yoga/Fitness

Private School for kids.

Loft Apartment

Drive for Fun

Exclusive Party

Member-only Lifestyle

Donation for concerns

Luxury Accessorized

Bay to Breakers

Cherry Blossom Festival

Target Behavior

Strategy

ChannelTwitterBlog Email

PodcastFacebook

Banner Ads

Youtube

Great gift aren’t just given, they’re earned.To encourage people to do good things to their communities, they will get rewards for their hard works.

Thank You