Zed Academy by Hazel Lee, Fidy, and Qing he

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CLIENT

Zed Academy prepares students for the clients and work culture unique to Wunderman. In this apprenticeship, Zed students work on real projects with clients.

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BRIEF

The animation should serve as a vehicle to express the personality of the Zed Academy, while at the same time demonstrating the technical skill, digital mindset, and creative ability of Wunderman, the agency behind the project. The program is designed to be enjoyable, educational, and professionally rewarding. Above all, students will walk away with a great experience, new friends, new skills, and potentially a full-time position.

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APPROACH

Zed Academy is an internship program that provides unique opportunity for one to go overseas to learn and to meet new people. The dots represent us and the people all over the world. The lines represent the connection between us, the creative people.

The strategy in creating Zed Academy into a global branding with a simple concept of connecting the creative individuals all over the world together is a direct and yet effective way to communicate the brand identity that appeals to the global audience. The team made use of a basic visual component: dots connecting lines, forming planes into geometry to represent the complexity of human networks all over the world. The colors, movements, and rhythms depict the vibrancy of life in the various cities coming together to form Zed Academy. This cleverly creates an analogy between basis of design and our life. The visual treatment reflects the right tone of voice and brand personality. — Sherlyn Tang, instructor at Nanyang Polytechnic