1. Design for...
Johnny Sha
Johnny Sha 917-775 - 2616 917-775 - 2616
johnnysha@gmail.com johnnycsha@hotmail.com

2. Design for... Logos
Noteworthy
• Stationery store
• Logo development
Vela
• Real estate
• Logo development
KCRW
• Public radio
• Logo development
World of Coca-Cola
• Corporate museum
• Branding
Rohm and Haas World of
• 100 year anniversary
• Branding
Administrator
• E-mail icon
• Logo development
NAT (Natural History Museum of
Los Angeles County)
• Natural history museum
• Rebranding
Nokia Sanyo
• Consumer electronics
• Branding joint venture
Options for Life
• Green house care products
• Co-branding

3. Design for... Dark market
client:
Player’s
i n d u s t ry :
Tobacco
program:
Event and promotional, website,
posters
a rt d i r e c to r :
Pablo Pineda
Question:
• How to advertise when nearly all
advertising is illegal?
Approach:
• Created program materials for a
documentary that promotes the
bartending culture & community
in a town in Canada
• Designed invite, giveaways,
website, and event materials

4. Design for... To Go Mainstream
client:
Mt. Fuji
i n d u s t ry :
Confectionery
program:
Branding, package
Question:
• How to market Asian products to
mainstream consumers?
Approach:
• Leveraged fun colors and shapes
• Packaging that maximize the
showcase of the product

5. Design for... Better Negotiation
client:
Scripps Networks
i n d u s t ry :
Broadcast media
program:
Branding, advertisement, website
Question:
• How to show the value of
HGTV and Food Network during
fee negotiation with networks?
Approach:
• Designed logos for HGTV and
Food Network to tap into the
emotional ties among viewers
ATTENTION
and fans
• Launched two websites,
DISH Network Customers:
ilovefoodnetwork.com and
ilovehgtv.com, to gather support,
to coordinate action, and to
distribute information Candice Olson Kim Myles Vern Yip
HGTV HGTV HGTV
• Prepared advertisements when
programming is about to be
pulled off networks
Alton Brown Paula Deen Guy Fieri
Food Network Food Network Food Network
DISH Network, your TV service provider, may very
soon drop HGTV and Food Network from its channel
lineup. What does this mean to you?
It means you won't able to see your favorite HGTV shows like House Hunters, Designed to Sell and Design Star or learn about HGTV's Dream
Home Giveaway. And if you’re a Food Network fan, you'll miss must-see TV like the New Iron Chef, Rachael Ray's 30 Minute Meals, Throw
Down with Bobby Flay, Guy Fieri's Diners, Drive-Ins & Dives and Paula's Home Cooking.
Don’t let us fade away on DISH Network—go to ilovefoodnetwork.com and ilovehgtv.com or call
1-888-WE-LUVFOOD (588-3663) or 1-877-90-LUVHGTV (588-4488). Demand that DISH Network keep HGTV and Food Network
on the air and tell your friends and family to do the same!

6. Design for... Millennials
client:
Cengage Learning
i n d u s t ry :
Academic publisher
program:
Avatar/Spokesperson and widget
Question:
• How to expand upon the unique
selling point of “geek chic” to
the Millennial Generation and
the Net Generation?
Approach:
• Expanded the characteristic to
include “frat boy” & “dumb jock”
which resonate better with the
college crowd
A) The Asterisk B) The Smart Aleck C) The Brainiac
D) Mr Pea-Brain E) The Wise Guy F) The Ramen Brain

7. Design for... Logos in Motion
client:
Brand2Squared
i n d u s t ry :
Brand
Licensing Squared
program:
Branding
Question:
• How to have an animated logo
be more than just a motion
graphic exercise?
Approach:
• Made the animation function Brand Brand Brand
in a larger program that includes Squared Squared Squared
presentations and case studies
client:
LTD. Enterprises Inc
i n d u s t ry :
Licensing
program:
Branding, apparel, collateral
If you dgoot a
n’t
n’ t
got
Question: a you
you c him ,
• Which of Yogi Berra’s sayings If
don’
t
him
gets incorporated into the logo
design?
Approach:
• Created a flexible system of
interchangeable design elements
that could be customized so all ™LTD Enterprises
™LTD Enterprises
Yogi’s sayings could be utilized

8. Design for... Spreading a Good Idea by Co-Branding
client:
options for life
i n d u s t ry :
Green house care cleaning product
glass & window
program:
cleaner
Rebranding, co-branding,
, bottled an
packaging ed
a ll y blend
dd
istributed
Question:
loc
• How to structure two brands
together and have a flexible
system to accommodate future
expansion?
Approach:
• Created a solid color area that
could move up or down to
accommodate co-brander’s logo.
• Created an branded icon to
identity option for life as reusable spray bottle
manufacturer 16 fl oz ( 0.47 liters) made in usa

9. Design for... 360° Marketing
client:
Player’s
i n d u s t ry :
Tobacco
program:
Event and promotional, pop,
brochure
a rt d i r e c to r :
Pablo Pineda
Question:
• How to have a strong, consistent,
focused communication
among the internal, retailer, and
consumer audience?
Approach:
• Created a family of three visual
languages that addresses each
audience while still maintaining
an uniform feel in the design
approach and layout

10. Design for... Re b ran d i n g a 9 0-y ear-o ld c o m pan y
client:
Wilbur-Ellis
i n d u s t ry : Shamrock Products
Magnesium Oxide
Magnesium Oxide
Agribusiness
“Intentionally Better”
Magnesium
program: Oxide
Rebranding, intranet, packaging ! TO BE USED IN ANIMAL FEEDS ONLY !
GUARANTEED ANALYSIS
Magnesium (Mg) Not Less Than 57.50%
Net Weight 50 lb (22.68kg)
Wilbur-Ellis, Feed Division, Animal Nutrition
Question:
Clackamas, OR 97015
FOLD FOLD
Shamrock Products
• How to structure a coherent “Intentionally Better”
and robust branding system
to support a $2.5 billion business
with three divisions that
Magnesium
Shamrock Products
“Intentionally Better”
consistently making acquisitions? Salt
Salt
Salt
Approach: Oxide ! TO BE USED IN ANIMAL FEEDS ONLY !
GUARANTEED ANALYSIS
Salt (NaCl) Min
Salt (NaCl) Max
99.00%
99.90%
Net Weight 50 lb (22.68kg)
• Analyzed and overhauled the
Wilbur-Ellis, Feed Division, Animal Nutrition
Clackamas, OR 97015
FOLD FOLD
! TO BE USED IN ANIMAL FEEDS ONLY !
branding system by revising the
GUARANTEED ANALYSIS
corporate logo, creating three Magnesium (Mg) Not Less Than 57.50%
divisional logos, and developing
a new brand guideline Net Weight 50 lb (22.68kg)
• Created a whole program for
both the internal and external
Wilbur-Ellis, Feed Division, Animal Nutrition
communication on the rebranding Clackamas, OR 97015
Wilbur-Ellis, Feed Division, Animal Nutrition
Clackamas, OR 97015
• Advised procedural protocols for
the in-house design department
• Ongoing support to implement
the new brand guideline
At Wilbur-Ellis, we’re proud of our history but never stop looking ahead. Our Worldwide Branding System
Introducing Wilbur-Ellis’ Branding and Visual Pers on’s Name
Job Title Goes Here
123 Street Address, Suite 123
City Name, Province, Zipcode
Identity Standards. Country Name
t 123. 456.7890
e name@wilburellis.com
As a company whose greatest assets are its people, we wanted to
This will be a corporate-wide initiative that will enable us to
In this preview booklet, you’ll see how we’ve brought to life
our philosophy of “three divisions, one company.” You’ll notice
the divisions, while reinforcing the positioning of the company
as a whole. You’ll also see how these graphic elements will be
applied across a range of channels.
The Wilbur-Ellis visual identity system is scheduled to be
implemented shortly throughout our global communications. We
345 California St, 27th Fl, San Francisco, CA 94104 t 415. 772. 4000 f 415.772.4011 www.wilburellis.com
hope you’re as excited about this fresh visual identity as we are.

11. Design for... Re b ran d i n g a 9 0-y ear-o ld c o m pan y
client:
Wilbur-Ellis
i n d u s t ry :
Agribusiness 8.0
8.2.1
Applications
Field Sign
program:
Rebranding, intranet, packaging Branding &
7.0
7.2.3
Design Templates
PowerPoint
These are examples only.
They are not meant to
Identity represent approved items
Standards with specific dimensions
or models.
2.0 Corporate Branding Elements PowerPoint
• Use white Wilbur-Ellis
2.2.2 Wilbur-Ellis Corporate Identifier System
Presentation Covers
with Images Corporate Idenitifier
with Wilbur-Ellis Green
background color
January 1, 2010
Presentation Title
Iconography: Typeface Arial Bold
• Use Arial Bold for text, black
Title Case If You Choose to Have a Cover Page With an Image,
FOLI-GRO
The Wilbur-Ellis Corporate color, center text in Arial Bold in 24pt Type Size
Title Goes Here
Size 24 pt font
Identifier and Divisional 28 pt leading
Corporate Identifier
Identifier System Wilbur-Ellis Corporate Identifier Arial Regular Title Case
Sub-title Goes Here in
ZINC 7%
Color Wilbur-Ellis Green
Wilbur-Ellis
Color White
Presentation Sub-title
Wilbur-Ellis Corporate Identifier System
Corporate Branding The Divisional Identifier(s) Background
January 1, 2010
Wilbur-Ellis Overview Elements Agribusiness Division Typeface Arial Regular
must always appear with the Color PMS 3305 C
Title Case
Wilbur-Ellis Corporate Identifier. Size 24 pt font If You Choose to Have a Cover Page With an Image,
28 pt leading Title Goes Here in Arial Bold in 24pt Type Size
In addition to complementing Color Wilbur-Ellis Green Sub-title Goes Here in Arial Regular Title Case
the Wilbur-Ellis Corporate
Presentation Date
Divisional Identifiers
Identifier, the Divisional
Typeface Arial Regular
Identifiers display the core January 1, 2010
Title Case
element of each division. Size 12 pt font
14 pt leading If You Choose to Have a Cover Page With an Image,
Connell Brothers Title Goes Here in Arial Bold in 24pt Type Size
Color 75% Black
Specialty Chemicals &
Sub-title Goes Here in Arial Regular Title Case
Ingredients Division Feed Division Imagery Photograph Format
Size 648 px wide x
231 px high January 1, 2010
DPI 92 dpi – 150 dpi
Color RGB
If You Choose to Have a Cover Page With an Image,
File Type png or jpgWilbur-Ellis Title Goes Here in Arial Bold in 24pt Type Size
Corporate Identifier
FOLI-GRO
Wilbur-Ellis Corporate Identifier System
Sub-title Goes Here in Arial Regular Title Case
ZINC 7%
Design Templates Applications Additional Information
21.07.2010 Divisional Identifiers
Shown in 35% scale
8.2.1
21.07.2010
Go to WEconnect
to download assets continues
7.2.3
21.07.2010
Go to WEconnect
to download assets
2.2.2
21.07.2010
Our company-wide slogan:
What truly distinguishes Wilbur-Ellis is our creative thinking
and ideas in all areas of business—such as cultivating new
markets, offering innovative products, creating an entrepreneurial
Pers on’s Name
Job Title Goes Here
123 Street Address, Suite 123
City Name, Province, Zipcode
atmosphere, and providing clients with products and services
Countr y Name
t 123. 456.7890
that help them expand their business.
e name@wilburellis.com
Pers on’s Name 123 Street Address, Suite 123
Job Title Goes Here City Name, Province, Zipcode
Countr y Name
t 123. 456.7890
e name@wilburellis.com
Pers on’s Name 123 Street Address, Suite 123
Job Title Goes Here City Name, Province, Zipcode
Countr y Name
t 123. 456.7890
e name@wilburellis.com

12. Design for... Infographics
client:
Slim•Fast
i n d u s t ry :
Weight loss/diet
program:
Print, web, pop
Question:
• How to condense a whole
campaign into diagrams that
could quickly illustrate
the strategy for sustained
weight loss?
Approach:
• Designed a custom set of icons
• Combined both the stages of
consumer experience cycle
and types of messaging into CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS
one diagram
PASSIVE MESSAGING ACTIVE ENGAGEMENT
AWARENESS CONSIDERATION
Intrigue Education
TRIAL
Participation
REGULAR LOYALTY
Trusted Friend
Repeat Purchase
Dialogue Collaboration
REPERTOIRE
Television Radio Print Events
PR Customer Internet Retail
Service