Visual Communication - Bachelor

SHADOW PAW.CO

Shadow Paw explores expressive typography through the behaviour and personality of cats. The project transforms hand-drawn gestures into a custom typeface and playful brand identity, blending motion, packaging, and mascot design. It celebrates curiosity and charm in everyday communication through a balance of visual storytelling and design expression.

Aimin Chen

A Character-Led Pet Brand Identity + Packaging Storytelling Campaign

Brand Identity Poster

Shadow Paw is a playful design project that explores how typography and character design can merge to express personality and emotion. Inspired by the curious and mischievous nature of cats, the project transforms hand-drawn gestures into a visual identity system that includes a custom typeface, mascot illustrations, and packaging design. Each element captures movement, charm, and storytelling, inviting viewers to connect emotionally through familiar pet-inspired behaviour. The visual poster showcases how expressive design can communicate warmth and individuality, celebrating the bond between humans and their pets in a contemporary, design-driven way.

Aimin Chen

Amy is an industrial designer with a strong interest in visual communication and user-centred design. She focuses on creating meaningful, emotionally engaging experiences through thoughtful form, material, and storytelling—blending aesthetics with functionality to enhance everyday living.