Info  PDF Portfolio
Chen (Andrew) Xu ︎︎︎



Branding / logo
  1. The New CRN
  2. BY&S
  3. Let’s Think About Home
  4. Be Someone’s Home
  5. Masslottery 50th Year Anniversary
  6. Hello! Love is love.
  7. The One
  8. Norwegian
  9. CRN Annual Gala 2019

Marketing / Ads
  1. Cocreate x EPE
  2. Elite Top 10 Industries Ads
  3. Elite Promotional Event
  4. RICEPO
  5. Taste is King

Printing
  1. Hi Hot Pot
  2. Art and Form
  3. Fika
  4. The Book Of The Tea World
  5. Code
  6. Swedish

Package
  1. 3L Boxed Wine
  2. O&M Grocery Market
  3. Za Ba De Cold Noodle
  4. Sustainable Paint Package

Web / App
  1. HiLink Platform
  2. HiLink Education Web design 
  3. Online Clinic App


Poster

EXHIBITION



Digital Art & Motion Graphic

EXHIBITION




Info

I am a multidisciplinary designer based in Metuchen, New Jersey, specializing in visual identity, art direction, print and digital experience. My hope is to seamlessly integrate research, typography, branding, and packaging that will be used in business and design art. Currently I learning AI to generate content and applying this technology to Alibaba.com EPE visual design.


Creative Designer at  Alibaba.com
Mark

Masslottery 50th Years Anniversary






Mass Lottery 50th Year Anniversary ︎
Client ︎︎︎ Masslottery
Technique ︎︎︎ logo ｜ web banner, social media poster 
Dimension ︎︎︎ Mobile (500 x 210)  |  Desktop (1440 x 279)  | Social media graphic (1080 x 1080)
High quality PDF ︎︎︎ Download

Background

The Massachusetts State Lottery will be celebrating its 50th Anniversary in 2022. The Lottery serves up fun and excitement in the form of instant “scratch” tickets, numbers-based draw games that include Powerball and Mega Millions, and monitor-based games led by Keno. In Massachusetts, profits from Lottery sales are returned to the state for distribution as unrestricted local aid to all 351 cities and towns in Massachusetts. Over the last 50 years, the Lottery has returned over $29 billion to support local communities. In this span, the Lottery has paid out over $96 billion in prizes.

The Lottery is in the process of planning a comprehensive marketing and public relations campaign to commemorate this milestone. A special logo will be created for use across all available media channels over the course of the celebration.


Direction 1

Key words:  Translucent  /  Dreamy  /  Freedom

In this logo design, my inspired by crystal and glass.
The avender and pink crystal colors are from the Mass Lottery brand color. Combined with crystal and glass effects, it conveys a dreamy and sweet feeling to the customer. I gave a touch of heaviness to the crystal, which matches the fashion images. The message: Mass Lottery has a history of 50 years. It is still full of vitality.

Moodboard



Design




Direction 2

Key words:  Rich  /  Vintage  /  Confidence

Lottery makes people rich. The gold and green are essential to this feeling. The year 50 is the peak of life: mature, wise, and confident. I want to give a sense of being calm but is full of energy with great future waiting. So in this concept, I use the keyword of "retro". I also used grids to create a spacetime effect to merge retro with future. Let "young" and "time" collide for deep and lasting resonances.

Moodboard



Design





Direction 3

Key words:  Futuristic  /  Dazzling  /  Temperature

Fluid gradient is one of the most popular visual electemnts in social media. I use fluidic, gradient colors to celebrate the diversity of Mass Lottery. The logo is a metalic medal made from rose gold: the prize of life. The symbolic "5" and "0" are desigend to convey a strong visual sense. composed of 50. I use a sun symbol to represent "0", as to symbolizes prosperity, for both customers and Mass Lottery.

Moodboard



Design
Mark

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