03

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Collaboration

01

Overview

Tools
Photoshop
Adobe Illustartion
Google Slide
Role
UI & UX Design
Collaboration
Heading
Time Period
Spring 2021
Photoshop

Overview

This is a university lab (Young & Hungry creative lab ) project that works
for a real client - Bruce Lee Enterprises, LLC. A history exhibit dedicated
to Bruce Lee is expected to debut in San Francisco in the fall of 2021.

The exhibit, “We are Bruce Lee: Under The Sky,” will be located at the San
Francisco Chinese Historical Society of American Museum in Chinatown.
It will feature artwork, films, memorabilia, and rarely seen artifacts
from Lee’s life.

Problem

How to show Bruce Lee's story with innovative design?

Design Goal

Reach Bruce Lee fans and inspire a new generation of fans
Increase online conversation about “We Are Bruce Lee” exhibit
Revitalize San Francisco Chinatown by increasing business,
foot-traffic and interest.

02

Color

03

Planning

TARGETING AUDIENCES

People ages 25-45 of all races, genders, ethnicities, with a special focus on younger Asian Americans who are not familiar with Bruce Lee. 

campaign IdeaS

01

02

Out-of-home advertising: Museum exterior exhibit banners,
 transit, street posters 

Digital advertising: Covid masks,  chocolate package, and an
Interactive newspaper

04

Mask

Covid masks modeled after Bruce Lee’s famous jumpsuit.

05

Aging

Aging Bruce Lee

In 1973 Bruce Lee passed at the young age of 32, leaving his family and a legacy behind. In the short amount of time we had him, Bruce Lee had changed the world by challenging racism, spreading his philosophy of kindness and acceptance.  Imagine if he made it to the age of 80, would the world be different? We will never know, but as long as we treat people with kindness and learn from the world around us we can continue honoring  the philosophy “We are Bruce Lee.”

06

Chocolate

BOARDS DON'T HIT BACK chocolate

In almost every kung fu interaction
someone breaking a board somewhere.

Chocolate has entered a fun new realm
of making chocolate look like intimate objects. We want to take the talent of local chocolate shops and make a piece of chocolate resemble a wooden board for people to break and hit.

07

Poster

Quotes poster use bruce lee quotes to create a bruce lee portrait.

08

Newspaper

I started to create a sponsored section of the Wind Newspaper, an Interactive newspaper created to bridge the gap between the Chinese and English speaking communities in SF. This weekly article comes to life when you move your phone camera over it, as it tells different stories of Bruce Lee’s life,
his challenges, and his philosophies.

09

Banner

I then create lenticular banners slider, making it more interesting outside the building. When people walk through, I wish they can stop to enjoy that moment. I use English and Chinese to show. In case some people don't understand one of the languages.

We Are Bruce Lee

You see different things on the banners depending on your angle; information about the exhibit or imagery.

Under The Sky, One Family

The banners will be placed in the windows of the museum, displaying different information depending on what is going on in the exhibit.

10

Summary

CONCLUSION

The marketing campaign to promote the “We Are Bruce Lee” is done! In the future, there may be more chances to create more campaigns for Bruce Lee to exhibit; perhaps there can be more interactions between users.

SOURCES/BIBLIOGRAPHY

  • We Are Bruce Lee
  • Bruce lee | Biography, Martial Arts, Movies, Death, Son, & Facts
  • About Bruce Lee - Bruce Lee Foundation
  • Bruce Lee Biography - Facts, Childhood, Family Life.

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