typography [final]

Hi my name is hengtong and…


I am a Movie Fanatic.

This was the attribute that I set upon very early in my ideation stage, which also sets the theme for my direction and approach in this project.

Idea/ Process.

Initially I wanted to make use of a movie and poster to covey the idea of a movie fanatic, but I wasn’t able to settle on a movie.

I then changed the idea into spoofing the IMDb website. IMDb is the source for movie informations and reviews that I frequent, and I do see a coherence with the overall theme for my concept.

Screen Shot 2016-02-11 at 22.04.10I was actually pretty satisfied with the outcome. However as I showed my peers, the response was that the idea was too simple and underdeveloped.

Still, I did not want to lose the direct portrayal of the IMDb logo reference from my typography. Finally I decided to tie in the typography with 100 movies that I have watched.








For the next 3 attribute, I referenced and parodied the movie posters of movies that feel conveyed the nature of the individual attributes.

I then added traits of myself into the mix of the movie poster.

I am emotional...

Movie Referenced: Forgetting Sarah Marshall (2008)

Medium: Illustrator / Photoshop


Screen Shot 2016-02-11 at 22.03.49

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Worked with combining the letters ‘h’ and ’t’ into a single body. Switched up the position to the back view to depict a depressed soul.

Added elements of myself, in the form of my snapback and loafers.

I also inverted the idea of the Protagonist holding a Cartoon heart, with a graphic illustration holding a realistic heart for my poster.






I love Rock!
Idea/ Process

Movie Referenced: School of Rock (2003)

Medium: Illustrator/ Photoshop

Screen Shot 2016-02-11 at 23.20.31 Screen Shot 2016-02-12 at 00.10.16

Again worked with combining the letters ‘h’ and ’t’ into a single body. However the depiction was too literal, and too similar with the previous poster execution.

Screen Shot 2016-02-18 at 23.22.27 copy

Switched to a more abstract execution. Portrayed the letter ‘h’ as body that shouts rock. ’t’ forms the arms.

Switched up the electric guitar of the original poster to a left handed bass because I am a leftie, and I am learning to play the bass. Added my snapback in the form of the letter ‘h’ and ’t’. Also showcased the rock hand gesture.





I am a dreamer ;;;
Idea/ Process

Movie Referenced: The Secret Life of Walter Mitty (2013)

Medium: Illustrator/ Photoshop

Screen Shot 2016-02-13 at 15.35.38

Screen Shot 2016-02-16 at 07.23.12 copy

Wanted to use a simple typeface to convey a running stance. Made use of letterings ‘ht’. However, did not feel happy about the composition.

Switched up to a more fluid illustration, but felt that the execution method was to similar with my previous ‘Rock’ poster. This did not fit the final presentation of portraying the different movie posters as 3 different movies. Therefore switched back to initial idea of using a simple typography.

Screen Shot 2016-02-18 at 23.52.51

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Used the motif of the letter h as my snapback again, and replaced briefcase with my freitag bag. Depicted the background as fuzzy lines to portray the idea of being in a dream.





Final Presentation.

Parodied the IMDb website layout for my presentation.

template print 2d typography2


Final Thoughts.

I felt the project was really interesting. I think the journey from the initial project brief to the final outcome was a pretty long process and I am overall happy with my final outcome.

Having seen the outcomes from my fellow peers, I am too really marvelled by the range of executions and quality outcomes.

Lastly, many thanks to the comments and post-its I received from my classmates this morning, I really do appreciate it but I was too shy to say thank you.





typography [work in progress #04]


work in progress #04


My name is hengtong and I am a movie fanatic.

Screen Shot 2016-02-11 at 22.04.10

Pretty simple re-dipiction of the IMDB logo/ Read IMDB as “ I am DB”, swopped the idea around to “ This is HT”.

Overall little too literal to the actual logo, but I like the outcome as it clearly defines me as a movie fanatic.


My name is hengtong and I am emotional...

Screen Shot 2016-02-11 at 22.03.49

inverted the original movie poster to the back view, character is looking down showing an emotional pose/ Use of graphic illustration to depict the letters H and T, however too lifelike, difficult to distinguish the letters, will need to simplify.

My name is hengtong and I love Rock!

Screen Shot 2016-02-11 at 20.51.13Screen Shot 2016-02-12 at 00.10.16

Replaced the electric guitar to a bass (which I am learning to play)/ added my hat to the letters of h and t/ again too lifelike, difficult to distinguish letters H and T.

My name is hengtong and I am a dreamer ;;;

Screen Shot 2016-02-13 at 15.35.38

not telling of the attribute/ will need further development


To be continued.



typography [work in progress #03]


work in progress #03

Concept: #MovieParody

My name is Heng Tong and…

I am a Movie Fanatic.
I am emotional...
I love Rock!
I am a dreamer ;;;



Using movie posters to convey individual attributes. Previously, tried to extend my research onto movies from other Countries and attempt to guess the gist of the movie from the poster.

Finally I have decided to use movie posters from existing movies that I have watched before. This is so that I am able to fully understand the movie and how the poster relates to it.

I will attempt to recreate each movie posters as a typography.

Study of movie posters

Interesting read on the 7 elements of creating a great movie poster: http://www.webdesignerdepot.com/2011/02/7-elements-of-a-great-movie-poster-design/

Break down of article:

  1. Attention – Jump out from the wall
  2. Iconography – Showing without telling
  3. Interest – Create an incentive to see the film
  4. Appeal – Create Desire with Fans and Non-fans
  5. Style – A look that’s consistent with the Film
  6. Lasting Appeal – A look that suits other formats
  7. Recognisability – If it’s a sequel, make it obvious

Matching Attribute to Movie Posters

#01 My name is Heng Tong and I am a Movie Fanatic.

Concept: Making use of the IMDb logo as an indication of the vast amount of movies that I have watched / Use of the IMDb website to bridge the other 3 attributes together as a movie poster parody.

Screen Shot 2016-02-09 at 12.52.34 copy




#02 My name is Heng Tong and I am emotional…

Movie(s) I relate to:

MV5BMTYzODgzMjAyM15BMl5BanBnXkFtZTcwMTI3NzI2MQ@@._V1__SX1126_SY585_Forgetting Sarah Marshall

R | Comedy, Drama, Romance | 2008

Plot Summary: Devastated Peter takes a Hawaiian vacation in order to deal with the recent break-up with his TV star girlfriend, Sarah. Little does he know, Sarah’s traveling to the same resort as her ex – and she’s bringing along her new boyfriend. (Taken from IMDb)

Character Study: Peter Bretter (main protagonist) is an emotional and sensitive adult going through a rough breakup. free spirited, at the same time making a joke out of the movie.

Similar traits with me: Emotional, contrasting facade, Mismatched facade.

Movie Poster element: Attention/ Interest/ Appeal. Jason Segel stars at the main protagonist. He is well known as a Comedic Actor thus appealing to the audience as the Comedic genre of the movie. His sad expression and the drawing of a shattered heart tells of the romance genre. However, there is little to no indication of the sexually explicit content of the actual movie.




#03 My name is Heng Tong and I love Rock!

Movie(s) that I relate to:
MV5BMjEwOTMzNjYzMl5BMl5BanBnXkFtZTcwNjczMTQyMQ@@._V1__SX1126_SY585_School of Rock

PG-13 | Comedy, Music | 2003

Plot Summary: After being kicked out of a rock band, Dewey Finn becomes a substitute teacher of a strict elementary private school, only to try and turn it into a rock band. (Taken from IMDb)


Character Study: Dewey Finn (main protagonist) is a motivated, fatherly mentor who is inspiring for his fellow students, while imparting his skills to them as they chase his dream.

Similar traits with me: Rock running in bloodstream, failed musician, spirit of rock

Movie Poster element: Attention/ Interest/ Appeal. The posture of Jack Black as Dewey Finn shows himself holding the electric guitar as he gestures the ‘rock’ hand symbol. This shows the movie genre to be about Rock Music, and the manner the students are dressed in the background shows the contrast of his formal attire.





R| Comedy, Drama, Music | 2014

Plot Summary: Jon, a young wanna-be musician, discovers he’s bitten off more than he can chew when he joins an eccentric pop band led by the mysterious and enigmatic Frank. (Taken from IMDb)

Character Study: Frank is an eccentric, enigmatic frontman of the alternative band ‘The Soronprfbs’, who wears a mask to face the world. Frank is not bothered by the public who perceives him as bizarre, but loses confidence as the public start to judge him for his music. Frank is different, but embraces that factor.

Similar traits with me: Eccentric, Alternative, Different

Movie Poster element: Iconography/ Lasting Appeal. Shows the mask of Frank. Nothing is telling except for the strong influence that the film is loosely based upon the comedic persona ‘Frank Sidebottom’ in the 1980s.




#04 My name is Heng Tong and I am a dreamer ;;;

Movie(s) that I relate to:
the-truman-show-posterThe Truman Show

PG | Drama | 1998

Plot Summary: Truman Burbank is an insurance agent who is oblivious that his whole life is a staged reality T.V show with cameras hidden and actors acting as his friends, until one day he discovers that his whole life is a set-up.

Character Study: Truman Burbank (main protagonist) is a good natured man living in a routined, normal life. He is motivated, ambitious and adventurous as he chases for an unlikely dream to move to Fiji even as the actors around his life dissuade him. Eventually overcomes his fear of water as he pushed for the truth.

Similar Traits with me: Gullible, Oblivion, Motivated

Movie Poster element: Appeal/ Interest. Shows the main protagonist asleep in a large screen across the busy street of New York. Tells that the Truman Show is ‘popular’, as the main protagonist sleeping peacefully, oblivious of the sadistic truth that his life is a reality programme.






The Secret Life of Walter Mitty

PG | Adventure, Comedy, Drama | 2013

Plot Summary: When his job along with that of his co-worker are threatened, Walter takes action in the real world embarking on a global journey that turns into an adventure more extraordinary than anything he could have ever imagined.

Character Study: Walter Mitty (main protagonist) as a dreamer, who never acts upon his desire. His imaginations takes him really far but he is always  stagnant. Finally decides to reach out for his goal and subsequently goes on a wild adventure.

Dreamer, Wild Imaginations, traveller

Movie Poster element: Interest/ Appeal. Ben Stiller is recognisable as a Comedic actor. He is seen portraying different personas from the many billboards in the distance. The main body is seen running in the direction, presumably towards his goal/dream.



Chosen Ideation

I am a Movie Fanatic. [ IMDb Logo Spoof]

I am emotional… [ Forgetting Sarah Marshall Poster Spoof]

I love Rock! [School of Rock Poster Spoof]

I am a dreamer ;;; [The Secret Life of Walter Mitty Poster Spoof]

To be continued.


typography [work in progress #02]


work in progress #02

Concept: #MovieParody
  • Using movie posters to communicate selected attributes
  • Identifying movie characters and how they relate to my attributes/ me
  • Character study; whether the movie poster justifies the actual content of the movie, if not how to?

Group Consultation takeaways
  • Looking into different movie posters of other Countries/ Languages
  • Manipulating other ways of showcasing my name as typography
  • How audiences see the poster VS how the producers want the audience to view
Looking into different movie posters of other Countries/ Languages

*How Audience sees the poster VS how the producers want the audience to view

Previously, I only chose to use movies that I have watched for my research. Most of the movie only consist of english movies from America and United Kingdom. It was pointed out that appeal of movie posters to audience differs from Countries/ Culture. (for instance Bollywood Movies 😉 )

Therefore I decided to look at movie posters from across different Countries and attempt to decipher the genre and film styles. (note: I looked at posters of films I haven’t watch)

After which, I will compare the actual content by reading the Plot Summary to gage my deduction skill.


A Perfect Day (Italian Film)

images-2HT’s thoughts: Movie poster depicts the 5 main characters looking down towards probably a suspect through interrogation. The characters all stare with a solemn expression. The 5 main characters consist of 3 males and 2 females of different age group. The bottom 2 males placed with bigger than the rest look to be the main characters. The backdrop shows a sky depicting the 5 characters may be outlaws on the run. Movie poster gives off a Crime/ Adventure/ Thriller genre.

Actual Plot Summary: As Sophie and her seasoned colleagues Mambru and B race against time to save the water supply for an abandoned community, they must outwit pedantic UN bureaucrats, military factions and exploitative local criminals – all the while cleverly distracting Mambru’s ex-lover Katya, who has flown in from head office to shut their mission down. A dead cow, an un-cooperative supplies store and an angry dog tied to the length of rope they desperately need: the team and their guide negotiate the seemingly simple task of extracting a dead body from a well, but staying sane proves to be the biggest challenge on this not-so perfect day. Genre: International/Drama/Comedy (Taken from rotten tomatoes.com)

Deduction Result: Far off | Epic Fail

Hunterrr (Bollywood Film)

hunterrr-brand-new-poster-mandar-ponkshes-naughty-thoughts-on-display-1HT’s thoughts: Poster shows the cross section of the main protagonist’s mind. His mind is filled with loosely dressed ladies, and an explicit position somewhat hidden. The main protagonist’s face is showing a longing expression. Also, the complementary colours of the blue of the background complements the red from his shirt. This may infer to a simple plot. Movie poster gives off an Adult Comedy/Romance genre.

Actual Plot Summary: Mandar, an ordinary guy is obsessed with sex and chases girls until he meets Tripti and decides to settle down with her. Genre: Adult/ Comedy/ Romance (Taken from IMDb.com)

Deduction Result: Close | Passed

Lost in Hong Kong (Chinese Film)


HT’s thoughts: Movie takes place in the heart of Hong Kong with the showing of the iconic billboards of the Hong Kong street. Shows 4 different characters reaching out. The characters are dressed and looks really different. The biggest character in the poster looks to be the main protagonist and the heavily tattooed guy beside him shows some sort of comedic relief. This is in contrast to the 2 other female characters who are really beautiful. This gives off an unlikely pairing of the clique, probably meaning something  happened to tie the 4 characters together. Movie poster gives off a Comedy/ Adventure genre.

Actual Plot Summary: The film follows Xu Lai, a former artist whose dreams were dashed when the responsibilities of life set in. With his life now revolving around his wife Cai Bo who is obsessed with having children, the quirks of his eccentric family and his mediocre, ordinary existence, Xu Lai hopes to reconnect with his first love Yang YIi on an upcoming vacation. However, his hopes are dashed when he finds himself wrapped up in a murder investigation that proves truth is often stranger than fiction.

Deduction Result: Fair | Passed

From the exercise done, I am able to further understand that the movie poster may not be able to convey what the actual movie is about. Movie posters as appealing as they are made to be, have to appeal to the right audience.

Therefore, for me to communicate my attribute as per movie poster, I may need to show more of the character than the actual movie. This will means character study of the movie protagonist is essential to judge regarding the movie poster VS the actual movie. The typography has to be able to convey the attribute and at the same time draw relevance in conjuncture to the movie genre/ character.


To Be Continued.