Visual Communication - Bachelors
Hide & Seek is a narrative-driven brand identity and social campaign hybrid born from the idea that no one’s creative journey should be a lonely one. Spanning across diverse physical and digital touch points, this comprehensive brand experience seeks to enlighten, unite and empower budding artists to take that brave first step and share their art with the world.
This project stems from my passion for representation and the importance of my inner child to my creative process. It embodies the sentiments I strive to champion as a designer: authenticity, empathy and connection. Its focus shall be in branding, art direction and storytelling, with illustration and UI design being the core vessels for communication. A breakdown of the deliverables is featured below, enjoy ⋆｡°✩
A series of short comics was illustrated to spread Hide & Seek’s brand story and agenda. Each episode captures and articulates a facet the artistic experience. In alignment to the brand’s mission these narratives seek to normalise the struggles all creatives face, illuminate the abundant, unique magic in every creative and empower a united community of budding creatives to create authentically and unapologetically. Some excerpts are presented below. For the full comics, visit the Behance project linked at the bottom of this page.
A series of scannable street art stickers was designed based off the comics. These stickers are the ‘keys to the comics’ – whereby scanning them brings up the webcomics and subsequently also grants access to Hide & Seek’s digital hub via the user’s mobile device. These stickers are to be ‘scattered’ around Meanjin’s urban art locales – creating an engaging brand experience which reflects Hide & Seek’s inherently playful brand character.
A diverse selection of collectible merchandise was also designed for the brand. These pieces are meant to serve as a tangible reminder for the abundant inner magic possessed by every member of the Hide & Seek community. Some highlights are presented below. For the full collection, browse the Merch page of the interactive Figma Prototype linked above or visit the Behance project linked at the bottom of this page for more examples.
Jen Li (she/her) is a Malaysian-Chinese designer and illustrator based in Meanjin (Brisbane). She enjoys working across visual identity design and is passionate about using storytelling to humanise brands and cultivate belonging. She is as much a nerd for words as she is for visuals, often using both to create stories which evoke empathy and nurture our inner children.