ZIFEI DING


Applied    
  1. KAOS [Logo Design]

Foundation
  1. Rab Rebrand[Identity Design, Poster Design, UXUI Design]
  2. Milan Fashion Week Rebrand
    [Identity Design, Book Design, Digital Environment, Web Design]
  3. Hollywood Bowl Rebrand[Identity Design, Book Design, Digital Environment, Web Design]
  4. Soundscape[Book Design]
  5. Los Angeles Chinatown Rebrand [Identity Design, Booklet Design]

Explorations









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Résumé

1. Rab Rebrand

[Identity Design, Poster Design, UXUI Design]
Instructor: Gina Park
Programs: InDesign, After Effects, Photoshop, Illustrator, Figma



ConceptRab is an outdoor gear brand that specializes in equipment for alpine adventures. It is known for its commitment to product excellence and environmental sustainability. The brand focuses on user-centric design and recyclability, offering a range of high-quality all-weather hardshells and down jackets that compete with top names like Arc’teryx and Patagonia. However, Rab's visibility in North America is quite limited due to a small market presence, minimal publicity efforts, and a restricted product range. In this project, I aim to enhance the brand's identity by optimizing its visual system and developing a user-friendly mobile app that aligns with current device trends.  



LogoFor Rab, the key concepts for the logo and branding are courage, peaks, pioneering spirit, balance, and dependability. I chose the triangle as it is the most stable and strongest shape. Since Rab's primary products are related to mountaineering, I aimed to incorporate the metaphors of mountain tops and hiking trails into the logo.

PosterThe whole visual is inspired by mountaineering maps. I took the grid listings from the maps and the contour lines that people refer to when hiking and combined them with a large font to create a passionate feel.                             


IconographyFor outdoor sports, especially mountaineering, symbols are very important, so for rab's rebrand I also designed different symbols for them to reflect the brand's characteristics. These symbols can be interpreted as the features of the product as well as the spirit of the climber. Allow users to feel more connected.



UXUI Design


Stationery