01 Printed Matter + LitLit
02 Hotel Mökki
03 Aperture Foundation
04 The Real, Virtual & Imaginary
05 Esmé
06 Mental Health America
About ︎︎︎
👋 I’m Roxy Chen, a foodie, part-time traveler, music lover, and friendly graphic designer who loves crafting delightful experiences. Thanks for being here :) About me ︎︎︎
Contact ︎︎︎
Say hello at roxy.chen2425@gmail.com or
find me on LinkedIn. Let's get in touch :)
©2024 Roxy (Xinyi) Chen. All Rights Reserved.
︎︎︎ Brand Identity
︎︎︎ Motion Design
︎︎︎ Web Design
︎︎︎ Motion Design
︎︎︎ Web Design
Carving out space for visual dialogue and honest conversation, Aperture Foundation is committed to the appreciation and advancement of photography through production, distribution, education, and communication, reflecting the multifaceted nature of its community and allowing its creative power to be front and center.
I envision Aperture Foundation’s new identity focusing on inspiring, informing, and celebrating a community of photography enthusiasts of culture, purpose, and style. The ultimate goal is to maintain the principles of creative personality and individuality while handing the brand a fresh and spirited energy that connects artists across the industry.
View Process ︎︎︎
Aperture’s new logo identity is designed in a concise form with bold personality, which is inspired by the photography experience and the humanity aspect of the brand. As the name speaks for itself, this sleek, simple icon will further project a modern, direct, and confident identity without any distracting embellishments.
Embracing the fundamental settings of a camera, Aperture’s graphic elements are designed based on the concept of aperture, ISO, and shutter speed. The resulting visual language explores the beauty and engagement of simplicity, used thoughtfully for campaigns and general brand communications.
Stationery ︎︎︎
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Through variable graphic treatments and playful compositions, the stationery is designed to reflect the modularity of the identity, but still be able to represent the expansive and adaptable nature.
Media ︎︎︎
The casually playful expression and simple animations on both social media and website create this vivid and approachable tone I wanted to convey, communicating the creative, human, and story-driven focus of the platform.