Final Room
Final Room Cover
Aaron Hoffman (Artist)

Editorial Design



To design an editorial copy of a contemporary fine art masters exegesis. Suitable for online and print formats.


• Design to reflect the client’s artwork: contemporary, elegant, and minimal

• Clear and legible typography design

• Beautifully showcase client’s artworks


• I used ‘San-serif’ typeface for the heading and body text for its clean and modern feel

• I developed an asymmetrical layout for the artworks to generate interest and unexpectedness.

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Project Brief

I created this project as part of the Advanced Graphic Design course at RMIT.
I designed an app that helps customers create their own unique fragrance and, in addition; discover new scents which they have not yet encountered.
The Discovery of new scents has the capacity to elicit a strong emotional response as well as immense joy. I therefore believe that creating one’s own unique scent will bring great satisfaction ad a unique experience to users.


The potential obstacle is uUsers can’t test or smell the scents through their devices. I am therefore required to generate a solution that might solve this obstacle. I am also required to guide the customer while they create their perfume, to ensure they will be satisfied with the result of their creation.

Target Audience
  • Individuals and creatives who like to be distinguishable from other people
  • Perfume lovers who have a preference for a specific scent
  • Users who like to purchase perfume as a special gift
  • Users who like to try other than commercial or mainstream perfumes
Design Concept

My key aims in the user interface design are:

  • Creating designs that are welcoming, and inclusive of all genders
  • Implementing neutral colours throughout the design and, the use of a San-serif typeface conveys a modern, friendly and direct feel

The Process

Discovery Icon

1. Discovery

  • Generate and gather ideas
  • Finding out user needs, goals and objectives
  • Identify app features and user stories
Ideation Icon

2. Ideation

  • Create several sketches
  • Generate stylescape for depth understanding of the design and guiding the design process down the road
Protptyping Icon

3. Prototyping

  • Create a user flow chart to help refine navigation as well as to create intuitive UI interfaces
  • Create low-fidelity wireframes to visualise the structure clearly
Design Icon

4. Design

  • Create a UI style guide to ensure continuity and consistency of the design style in the app
  • Create high-fidelity wireframes for better form & function communication

1. Discovery

Understanding The Target Audiece

User Persona MatthewUser Persona EmilyUser Persona Olivia

User Stories

Matt is planning to buy a new perfume and he wants something different. He has a rough idea of what types of scents and he likes but he wants to explore something different.

Emily is a fashion student. One of her uni assignments required her to design a dress, besides a perfume to go with. She has a rough idea of what scent she wants but hasn’t found one yet.

Olivia is in search of a perfect perfume for her husband and hasn’t found one that she thinks her husband would like. Her husband is a unique guy but doesn’t like expensive brand perfumes. Olivia knows what type of scents suit her husband so she decided to create a perfume as a special gift.

2. Ideation

Creating Stylescape

After the discovery process I selected main 3 brand attributes for this app design.

Zen | Creativity | Confident


I do not own any of these photos. please note that all images and copyrights belong to their original owners. no copyright infringement intended.

Logo Design Sketch

Logo Sketch

During the logo design process, I was immensely influenced by Aesop’s branding and how the company successfully incorporated beautiful elements of interior architecture and design inside their stores, by teaming up with celebrated architects and interior designers. As my research progressed, I began to discover that a number of fashion brands implemented elements of architecture and interior design in their work.

This can be seen directly in the outfits designed by Craig Green (Fall collection 2013–2014), which featured architectural structures; also seen in the materials that comprised the perfume bottle designs of Comme de Garcons. I had an idea for creating a brand logo influenced by architectural design elements such as geometric shapes, tiles and wooden lines on the wall. I imagined the idea would suggest the contemporary and stylish flair to the brand. I also thought the idea would suit my target audience, focusing on creative and open-minded professionals in the age of 20s to late 40s.

I placed a square at the top left, with two bars crossing to create the initials of the brand, ‘S’ shape. On the lower right, I placed a circle to demonstrate a counter shape of the letter ‘a’ and placing a bar next to it, emphasising the shape of the letterform. Overall, by combining the logo with architectural and design elements I conveyed the idea of modernity, creativity and uniqueness.

Logo Outcome


3.  Prototyping

App Flow Chart

SA App Flow Chart

Low Fidelity Wireframes

Low Fidelity Waireframes


  • On the first login page, the app allows users to log in to their accounts and allows new users to sign up. For users who wish to browse and test the app, there’s a skip button o skip the process
  • On the home page, I incorporated the 'Most Popular' section to encourage users to explore different types of perfumes SA offers. The users can start creating perfumes by tapping the 'Create your perfume' button. The 'Get Inspired' showcases the list of perfumes the users are likely to favour based on their purchase and view history
  • In the first step, the users are required to select keywords such as summer or woody, which helps the app to recognise their teste in scent. The app then suggests various notes based on the keywords they previously chose. Also, presenting the percentage of matching rate in the notes helps users understand more what the outcome would be without testing and smelling the perfume
  • The pyramid illustrations indicate which step of the process the users are on

4. Design

UI Styleguide

This is a style guide for Scent Assembly brand and mobile application. This style guide contains colors, typography, buttons, icons.

Scent Assembly Brand Style Guide

High Fidelity Wireframes

iPhone Mockup 1iPhone Mockup 2iPhone Mockup 3iPhone Mockup 4


Final Room
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Inkukami is a Melbourne Stationary brand inspired by minimal Japaneseaesthetic design.
I had a opportunity to create a brand identity design for the brand.


Logo Design | Brand Application | Style Guide

Logo Design Strategy

Key Points
Each logo design has certain aspects that bring unique challenges for consideration to the creative process. In this case, will focus on the following points:
  • Simplicity is the key to creating a memorable and recognisable logo. It helps consumers to associate with the brand effectively.
  • To infuse the logo with a Japanese aesthetic, as the products are express a celebration and an appreciation of Japanese craftsmanship
  • Targeting an audience who appreciates craftsmanship and who trusts a product that has worth. A logo design that conveys a professional quality while expressing generosity
  • A logo that is aesthetically gender-neutral and approachable to anyone who appreciates great stationery design
  • Timeless. A logo design that will last a long time and identifiable even when scaled-down, and displayed on the side of pens.
To address the key points, I have developed the following based on requirements:
  • Combining a minimal graphic element with logotype to make the brand more recognizable, giving a feeling of simplicity and pleasure to consumers.
  • Bringing a geometric element to the logo while playing with organic symbolic elements. Generally speaking, Japanese design is very geometric as certain shapes have a much deeper and cultural meaning.
  • The choice of fonts in both Japanese and English are applicable for the brand value while targeting the audience.
  • Creating an uncomplicated logo that offers versatility and timelessness.


Symbol 2 Inkuco
Symbol 1

One of the brand values, vision which has the meaning of an idea or a mental image of something. I researched basic symbology to understand the relevant and simplest forms for vision and imagination.
A circle shape in a logo can suggest community, friendship, connection, relationships, and unity. By implementing the circle shape, it will serve as a reflection of one of the brand missions: creating a connection between papers and crafted products.

Symbol 1 Inkuco
Symbol 2

The rectangle shape representing one of the essential stationary materials: Paper. A rectangle shape in a logo can also translate to a sense of confidence and stability which offers a great analogy of trusted inkuco products.


Inkuco Primary Logo
  • Implementing a minimalist blob element to symbolise a drop of ink
  • Creating an uncomplicated logo that offers versatility and timelessness
  • The subtle application of a course edge around the organic shape gives a sense of craftsmanship. The qualities of rawness and authenticity
  • Combining a minimal graphic element with logotype to make thebrand more recognizable, giving a feeling of simplicity and pleasureto consumers
  • Altering symbol 2 slightly (a basic form of paper) with a touch of brushstroke effect at the beginning and end of the stroke to signify the word ink in the brand name
Type Style
  • The San-serif bold typeface was chosen forth its clear legibility
  • The wider opening of ‘U’ evokes a feeling of comfort and ease
Logo Variations
Inkuco Logo 2
Inkuco Logo 3
Inkuco Logo 4
Inkuco Logo 3


Inkuco Logo 1
Inkuco Logo 3Inkuco Logo 2Inkuco Logo 4

Brand Applicaion

Inkuco Business Card
Inkuco Letterhead

Brand Styleguide

Inkuco Brand Styleguide
Final Room
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This is a self-initiated project to redesign RMIT’s ‘Pleasure’ exhibition identity.


Poster Design | Social media Viusuals | Website


Designing and incorporating graphic elements that denote the human body, which was themed and adopted in artworks
Achieve an expressive design to reflect the exhibition's attributes; provocative, flamboyant, and outrageous


Pleasure Exhibition 3D element

Why Skin-like 3D Element?

Well, I am glad you asked!
I've been a massive fan of a London-based artist, Jesse Kanda's work. His work employs a unique balance of beauty and the grotesque.  
I came up with the idea of creating a 3D waving flag with a skin-like texture that gives the quality of sensuality and eeriness.
Additionally, Flags are symbolic of national identity, I thought incorporating the 3d element would be aligned with artists' practice: expressing their identity through their artworks.
I used 3D software, Cinema 4D to create this element.


My design process starts from sketching. As you can see in the image on the right, I sketched many various layouts to find the layout that enables me to fit all the elements in one poster. Below the sketch, there are a few experimentations in inDesign.
I created a low-fidelity of wireframe for the website using Adobe XD. I incorporated some images in a way that breaks the grid system to make the design more dynamic and visually appealing.

Pleasure Exhibition Sketch
Pleasure Exhibition Canela Typeface

Why Canela Typeface?

I chose Canela typeface for its elegance and modern yet classic look. I especially admire the sharp flaring at the ends of the strokes. The typeface gives a confident attitude to the design as well as it matches with the characteristic of this exhibition.


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