Mandy Sheng | UX Designer
Mandy Sheng | UX Designer
Beginning in 1934 as Japan’s pioneering photographic film maker, Fujifilm has since then expanded their areas of innovation to include healthcare, graphic arts, optical devices, and more. As a company that is continuously exploring new technology beyond imaging, I felt that the “film” in the company’s name no longer represented the company’s vision. I created a new identity system for Fujifilm, renamed as “FUJI”, and sought to give them a more modern, innovative and progressive voice. I believed that the company needed a mark that was recognizable and at the same time had multiple reads and layers of meaning, as well as a new photographic style that had a unique voice and brought people together.
INSTRUCTOR: Simon Johnston / ArtCenter
ROLE: Brand identity, visual design, editorial design, copy writing
DESIGN TOOLS: Photoshop, Illustrator, InDesign
Logo Animation
Poster Series
Stationery
Logo mockups
Postcards