Chai Jeffery

Hi, I'm Chai (pronounced Shay), a versatile creative designer skilled in UI/UX, motion graphics, illustration, and brand development. My passion lies in creating captivating visuals, and I thrive in collaborative environments.

DDSD: Social Media Campaign

Introduction
In 2022, a surge in data breaches among major companies, including Optus, Medibank, Telstra, Woolworths, Energy Australia, and VicRoads, exposed critical security vulnerabilities. This alarming trend highlighted the urgent need for improved cybersecurity awareness, especially among the general public. Questions regarding accountability, whether it rested with individuals or companies, loomed large.

The Problem
These breaches revealed a significant gap in understanding how to protect against data breaches. The public's knowledge in this area was lacking, leaving countless individuals vulnerable to cyber threats. In this context, addressing these security issues emerged as a critical concern.

My Role
Within a university assignment, I had the opportunity to lead a social media campaign aimed at increasing awareness of cybersecurity, despite having limited prior knowledge in the field. My role involved developing a comprehensive strategy, creating engaging social media content, managing content scheduling, and conducting in-depth analysis of campaign analytics to refine our approach.

Goals
The primary objectives of the campaign were as follows:
Engage and educate individuals with limited knowledge of Data/Cyber Security, emphasising the importance of online safety in the face of growing data breach threats. Targeting the 20-30-year-old demographic using a humorous and entertaining "edutainment" approach to effectively convey cybersecurity information while maintaining engagement.

Mai Thai Kitchen

Problem: Create a logo for Mai Thai Kitchen that reflects its core values and supports customer retention as the brand expands from home cooking to a small restaurant.

Target Audience: Food enthusiasts seeking an authentic Thai culinary experience.

Key Brand Values: Authentic Thai food, swift service, passion for cooking, amazing culinary experience, and a humble, warm atmosphere.

Approach: Developed an Asian-inspired cartoon mascot to personify the brand's values and serve as the logo. Focused on the mascot's eyes, mouth, facial expression, hair, and chef hat. Used the golden ratio for a recognizable vector brand mark.

Color Palette: Created two primary and two secondary color palettes for brand flexibility.

Outcome: The project was a resounding success, and the client was highly satisfied with the final logo.

No Case Too Cold

Introduction
In my final year of university, I was tasked with creating a geo-location-based application that hinged on utilising real-time location data for users to interact with their surroundings.

Your Role
Eager to seize the opportunity to broaden my horizons and embrace contemporary perspectives, I decided to develop a true-crime themed geo-location-based game. My role involved being the creator and developer, conceiving the entire application, crafting the creative narrative, and designing all the in-game challenges.

Setting Up The Problem
The assignment culminated in the creation of "No Case Too Cold," an innovative geo-location-based game that artfully combined elements of choose-your-own-adventure and interactive fiction genres. This captivating gaming experience immerses players in a world of interconnected storylines accessible through a user-friendly mobile application.

The core challenge revolved around crafting an immersive gaming experience that hinged on a narrative. This narrative was designed to engage an audience known for their discerning tastes in video games, providing them with an enjoyable blend of immersion in a fictional storyline and engaging game challenges.

Goals
My primary objectives from the project's inception were to deliver an interactive AR-based game that not only offered an engaging narrative but also tantalised puzzle solvers, enticing them to actively participate in the application.

Smart Assist

Introduction:
Smart Assist aims to revolutionize the sporting equipment industry by breaking away from outdated clichés and uninspiring visuals. The brand seeks to capture the essence of sports, emphasizing passion, creativity, and freedom. The goal is to infuse life and energy into sports equipment, making it an oasis for athletes.

Client Background: 94Fifty - Empowering Athletes:
94Fifty is a team of engineers dedicated to democratizing sports training with smart e-basketballs. They believe that measuring progress leads to improvement and aim to make professional-level training accessible to all athletes.

Brand Values:
Accessibility & Inclusivity
Accountability
Dedication
Determination
Diversity
Equality
Imagination
Vision

Communication Statement:
Smart Assist specializes in manufacturing sporting equipment, with a focus on E-Smart Basketball. The brand believes in the boundless potential of human imagination.

Nightmare on Johnston Street

Mastering Rapid Creativity in Melbourne's Live Music Scene

This portfolio piece showcases my work for Laundry Bar, which remains a personal favourite. These projects represent a compelling journey through the realm of graphic design, marked by unique challenges and successful creative solutions.

Navigating a Symphony of Tight Deadlines and Last-Minute Demands
In the vibrant Melbourne live music scene, a crucial part of Laundry Bar's mission was to ensure both Laundry and Bad Decisions Bar had distinct stages booked with entertainment. This often involved negotiating with booking agents and adapting to ever-changing schedules. Some requests allowed for flexibility, while others demanded immediate action, leaving me with mere minutes to deliver creative solutions.

Thriving in the Fast Lane: Adapting to the Pace
Initially, the high-octane environment felt overwhelming and stress-inducing. However, I quickly discovered my ability to excel amidst the chaos. It was a journey from intimidation to empowerment as I honed my skills, embraced the urgency, and found my rhythm in this dynamic space.

Creating Brands on the Fly
One of the most exciting and personally challenging aspects of my role was conjuring brands on the spot, armed with minimal information and under intense pressure. As the sole designer within the business, I adapted to become a decisive, lightning-fast, and confident creative force. Remarkably, I achieved this without compromising the quality of my work or its resonance with the target audience.

Fast, Decisive, and Quality-Driven Design
In the world of Laundry and Bad Decisions Bar, I learned that creativity thrives under pressure. This experience not only sharpened my design skills but also instilled in me the ability to craft unforgettable brands on the fly. This portfolio serves as a testament to my journey of meeting tight deadlines, adapting to last-minute demands, and delivering top-tier designs that truly resonate with the audience.

Acknowledgement of Country

The School of Design and Architecture respectfully acknowledges the Wurundjeri peoples of the Kulin Nation as the Traditional Owners and knowledge-keepers of the lands, waters and sky that surround us, where we work, learn, create, communicate and make place. We recognise that sovereignty has never been ceded and this always was and will always be Wurundjeri Country. We pay our respects to Elders past, present and to all Aboriginal and Torres Strait Islander people who continue to make a better world through design.

We extend our acknowledgement to the Aboriginal and Torres Strait Islander staff, students, alumni, real-life clients, and knowledge keepers, who have contributed to our own education diversity and growth. We will continue to ensure that staff and students respectfully honour ancestral connection to Country and Place in everything that they do.

We are dedicated to the notion of design to make a better world and we acknowledge that making tools, shaping place, sharing stories, making meaning, wayfinding and collaborating have long been and continue to be both central and integral to First Peoples' cultures. We recognize that Aboriginal and Torres Strait Islander Peoples’ cultural contributions have continued relevance to design practice and commit to: reconciling ancestries of design and contemporary practice as well as pursuing culturally and professionally appropriate ways to engage with a diverse population of colleagues, industries and clients. In a time of treaty-making and voice we understand that there are overlaps between caring for Country and the sustainable production of goods, services, experiences, products and buildings.

Guided by the principles of respect, reconciliation, and reciprocity we undertake to indigenising and decolonising design practice by dismantling colonial structures and challenging biases that have marginalised Indigenous voices and design.

As students of SoDA you will be given opportunities to both engage with and educate yourself in Indigenous creative practices and cultural protocols through a lens of inclusivity, diversity, respect, mutual understanding, inter-cultural dialogue in all aspects of design practice. Indigenous people have been telling stories, making tools, and connecting to Country through visual media, placemaking and place marking for more than 60,000 years and these practices are part of an ongoing, evolving and live tradition.