ShihChing Lin

Branded Environments

Hello! I’m ShihChing, or my friends usually call me Sophia. I’m a designer grown up in Taipei, Taiwan, graduating from Swinburne University of Technology with a major in Branded Environment Design.

I’m deeply passionate about visual identity, brand environments, and creating interiors that resonate with people. My professional skills include branding design, with expertise in Illustrator, Photoshop, Lightroom, InDesign, and 3D environment modelling. What excites me about branding is how it combines visual elements, colour, and form to tell a brand's story and shape its personality. I enjoy the challenge of blending these aspects into cohesive identities that truly connect with audiences.

Every project I work on begins with an “idea bubble”—a spark of inspiration that I bring to life through thoughtful design. I’m driven by the process of transforming these initial concepts into branding that feels authentic and unique to each client. Through my work, I aim to share my perspective, using design to express emotions and ideas that words sometimes can’t capture.

My focus is on creating brand experiences that are not only memorable but also meaningful. I strive to deliver designs that feel fresh, engaging, and offer new ways for people to connect with brands. My goal is to inspire others with my design journey and challenge myself to make each idea feel exciting and new.

Thank you for exploring my work! If you're interested in learning more about my creations, please feel free to contact me via email or Instagram.

Kyoto Mart Rebranding

The rebranding project for Asain supermarket - Kyoto Mart located in Melbourne CBD, aims to create a fresh, modern brand identity that reflects the essence of a friendly and welcoming experience. This project includes designing a vibrant new brandmark, cohesive brand identity, and engaging visual assets to strengthen customer connections and elevate the shopping experience. By embracing elements that resonate with Kyoto Mart’s values, capture a warm, inviting atmosphere. The new brand identity will enhance brand recognition, attracting customers seeking both quality products and a memorable, welcoming environment.

No Curve Needed

“No Curved Needed” is an innovative temporary exhibition that challenges conventional artistic norms by embracing the absence of curved elements in its showcased artworks. At its core, the exhibition celebrates the beauty and creativity found within straight lines, sharp angles, and geometric precision.
The key spirit of the exhibition is an interactive installation that invites visitors to become part of the artistic process. Through drawing and scanning their creations, participants contribute to an ever-evolving immersive projection, blurring the lines between artist and audience and exploring the limitless possibilities of collaborative creation. The exhibition offers a unique sensory experience, where visitors engage with art in new and unexpected ways, breaking free from traditional constraints to discover the power and potential of the straight line.

Melbourne Tunnel Vitrine

The vitrine design for the Metro Tunnel program showcases artefacts discovered from the original tunnel sites, offering a tangible connection to Melbourne's rich history. This display honors the city's ancient past and encourages reflection on the cultures and lives of those who came before. By presenting these historical items, the design fosters a deeper appreciation for Melbourne's heritage, bridging the gap between the past and the present. Visitors are invited to contemplate the significance of the artefacts, enhancing their understanding of Melbourne’s development and ensuring the legacy of its predecessors is remembered and respected.

Studio Photography and Art Direction

PORTRAIT
The portrait photography project showcases the art of portraiture through lighting design, art direction, and post-image editing. Each image captures a unique expression of personality and emotion, created with careful design and planning.

AĒSOP
Focusing on studio planning and design, captures the spirit of Aēsop’s visual aesthetic through translucent bottles and dynamic liquid flow, reflecting a sense of purity and elegance of Aēsop’s brand identity in product photography.

STEP INTO WONDERLAND
Designing key visual design for the International Fantasy Film Festival, developing a series of visual elements to tell a story to audiences through photography works, including posters, digital video, brochures, and merchandise.

Packaging Design

ZENCHA
The ZENCHA tea box packaging design project is dedicated to creating refined, functional tea packaging that embodies the brand's essence. By focusing on structural research, material selection, die lines, and practical design elements, the packaging is crafted to enhance brand identity and elevate the product’s image. Each detail in the packaging reflects ZENCHA’s commitment to quality, offering customers a memorable and elegant experience.

MON AMOUR
MON AMOUR is a brandmark and label design project for the yoghurt package, focused on achieving visual clarity and showcasing the foundational principles of packaging design. Through careful brandmark development and thoughtful label content, this design emphasises clear communication of brand values and product information, creating a distinctive identity that captures the attention of the customer.

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.