Elsa Chiao

Look at something specific:

  • art direction
  • campaign
  • razors
  • luggage
  • money
  • graphic design
  • brand identity
  • print
  • digital
  • editorial
  • everything
  • 2019
    Robin Golf
    brand identity
    art direction
    graphic design
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    Robin Golf is a new golf equipment brand whose mission is to make golf more accessible for everyone through more approachable storytelling and brand. I created the visual identity, launch photography assets, and got to design some golf clubs!

    In collaboration with: Zero Studios
    Photographer: Katharina Poblotzki


    2019
    Away
    AKA
    campaign
    art direction
    luggage
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    Away expanded and re-launched personalization offerings—now there are many ways to express yourself with your Away bags! To celebrate self-expression and re-define personalization, we created an “AKA” campaign featuring different personas and the three letters that describe them. I worked as a project lead, collaborating with the creative team at Away. Production was supported by Matte Projects.

    In collaboration with: Vanessa Lam, Rebecca Lim, Geraldson Chua
    Photography: Agness Lloyd-Platt


    2019
    Away
    Set Yourself Apart
    campaign
    art direction
    luggage
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    For the start of 2019, we launched an integrated campaign that highlighted the Travel Uniform as a well-designed luggage system that could take you to your destination and beyond! We shot the campaign photography in South Africa with Caroline Mackintosh. A video was also created as part of the campaign.

    Photography: Caroline Mackintosh


    2018
    Away
    Holiday 2018
    campaign
    art direction
    luggage
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    Everyone wants to get Away! Our Holiday concept was about the gift-ability of Away products, no matter what kind of relationship you have with the giftee. To show the wide range of giftee personas, we wrapped and unwrapped the perfect gifts many, many different ways.

    In collaboration with: Vanessa Lam, Regina Puno, and Zack Repko Photography: Leandro Farina


    2018
    Away
    Salt & Stone

    art direction
    luggage
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    Art direction for Away's summer limited-edition collection campaign—inspired by destinations in the Adriatic region.

    In collaboration with: Vanessa Lam & Bella DiMarzio
    Photography: Yudi Ela Echevarria


    2018
    Flamingo
    Brand Launch

    art direction
    razors
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    Art direction for Flamingo, a new hair care brand. I worked alongside two talented brand designers to develop the art direction for the photography to be featured on the packaging.

    In collaboration with: Garrett Morin & Rebecca Lim
    Photography: Sharon Radisch


    2017
    Crushing Velvet

    art direction
    editorial
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    Worked together with photographer Yudi Ela on a fashion story that is inspired by my personal encounter with a Mongolian shaman.

    Photography: Yudi Ela Echevarria


    2017
    Wealthsimple
    Investing for Humans

    art direction
    money
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    Art direction for this “real human” campaign that featured 22 real people and their real thoughts on money. The results were 56 individual TV spot edits and 2 metro station OOH takeovers in Toronto and Montreal.

    Photography: Neil Bedford


    2017
    Wealthsimple
    Web Re-design

    art direction
    digital
    money
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    Concept and art direction for the web re-design . The inspiration came from watching a lot of videos on Rube Goldberg machines. For the site, I wanted the viewer to go on a mini journey with a coin. With each section you would see a coin interacting with a device / construction. The goal was to add visual intrigue and explain investment in the simplest and most visual way possible. This site re-design won a Webby Award for Best Website—Financial Service / Banking! It was also named Site of the Day on Awwward on March 10, 2017.

    In collaboration with: Doberman & Man vs. Machine


    2017
    Kickstarter
    Commissions

    digital
    graphic design
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    Created the identity and design of Kickstarter's “Commissions” campaign—where backers can commission creators to make tailored projects. Along with a title design, I developed a set of shapes and brush marks that would be paired and combined on the page and change when the page refreshes.



    2016
    Hövding

    brand identity
    graphic design
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    Proposed identity and art direction for Hövding, an airbag for cyclists.



    2016
    Harry's

    art direction
    digital
    razors
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    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. This is my concept and art direction work for a microsite campaign dedicated to Harry's Gen 2 product launch.

    This microsite was an official honoree in the Best Art Direction category for the Webby Awards 2017!

    In collaboration with: Adrian Grey
    3D Animation: Man vs. Machine


    2014-16
    Harry's

    art direction
    razors
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    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. This is a selection of various campaign visuals I worked on.



    2014-16
    Harry's

    graphic design
    print
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    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. I also had a blast working on the print / packaging design.



    2014-16
    Harry's
    Five O'Clock

    art direction
    editorial
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    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. In addition, I also worked on the art direction of Five O'Clock, Harry's online magazine.

    In collaboration with: Tomi Um, Nous Vous, Nathan Perkel, Kyle Knodell, Jenny Mörtsell...


    Archive
    Penguin Random House

    graphic design
    print
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    I worked at Penguin Group (now Penguin Random House) from 2007-2010 as a book cover designer for Penguin Press, Penguin Paperbacks, and Penguin Classics. These are some of my work from that time.