RON LU

Illustration

Given only the names of the flavors and the prompt to “make it weird”, I crafted each of these flavorcards from concept to execution.

Piñata Colada (Piña Colada)
Cherryisthebomb.com (cherry)

This Instagram user found a Slurpee machine with both Piñata Colada and Cherryisthebomb.com flavors!

Gotta Split never made it, but I love how weird it became.

Agency: Deutsch LA
Client: 7-Eleven

Presentation Design

This is a Keynote deck that I designed for an agency to pitch their media influencer plans for an upcoming brawler game from Warner Brothers, Multi-Versus.

In a scrappy effort without the help of a proper style guide and asset library, I was able to extract visual elements from the game’s media outlets and create a design system for a presentation deck. This includes all of the character art, the patterns, and backgrounds.

This deck’s information has been replaced with Greek text, as it is confidential to the agency.

Digital Design, Performance

Despite having a membership with so many benefits, Walmart+ had trouble with visibility. Through paid media on social, we highlighted the many ways members can save time and money.

The first batch of ads promotes the benefit of saving on fuel with a Walmart+ membership.

The second half feature other Walmart+ benefits including: alcohol delivery, back to school savings, and early access to holiday shopping.

I worked on design, art direction, illustration, and production for these static and animated pieces.

Agency: Deutsch LA
Client: Walmart

Identity Design, Illustration, Packaging

Burger King's Kids Meal lacked a cohesive identity worldwide. In the United States, the toys were the branding. In Spain, there was a Diver King logo with cartoon kids. In Germany, there was a 3D kids meal box mascot.

To unite the brand, we created a group of cute characters and fun world for them to live in. The King Jr. Meal features the a crown character with a supporting cast of Burger King food item characters. The King Jr Meal is now a global program that bring fun into food packaging, crowns, party kits, games, and more.

With the characters created by a teammate, I brought everything else to life. This includes: creating various character poses, full backgrounds, kids meal packaging, and a full style guide with an asset toolkit.

Agency: Pitch
Role: Sr. Designer

These are a couple of campaigns created for 7-Eleven’s social channels.

The first set was created in response to the sensitive situation that COVID-19 created. The stores aimed to be a sense of relief for people as they try to find normalcy while being sheltered-in-place. Paired with optimistic and humorous copy, the 7-Eleven stripes moves forward while reinforcing brand colors.

The second campaign featured a fun misdirection. At first glance. we see a generic ad with a model. The model then “takes a break” from their post by walking away and enjoying a 7-Eleven beverage.

Below that, a few examples of simple and fun animated social posts.

Agency: Deutsch LA
Client: 7-Eleven

Site Design

For a Webby nomination, DeutschLA tasked me to create a landing page showcasing their Taco Gifter project.

Not shown: fun taco and sauce icons falling, many many animated gifs, and parallax effect of said gifs.

Agency: Deutsch LA
Client: Taco Bell

Digital Design, Performance

During the pandemic, Walmart stepped up its effort to promote Online Pickup and Delivery options for customers.

I worked on social ads and banners to promote the many features of Walmart’s safer shopping experience, including: contact-less home delivery, curbside pickup, expert produce pickers for online shopping, and shopping within the app.

We created a template system that would allow a simple message to live alongside meaningful imagery.

Agency: Deutsch LA
Client: Walmart

Illustration

During the pandemic, I’ve started watching and really enjoying AEW Pro Wrestling. Along with a couple of friends, we started a side project to marry our passions for this wrestling company, classic trading cards, and the (then relevant) NFT hype.

The first series was a set of 12 cards, six of which, were my illustrations. I designed the card to be a direct homage of the Marvel Universe series 1 cards, with a corresponding animated video that features both sides of the card.

While this project did not gain any public attention, it was such a pleasure to create and put out there in the metaverse. Perhaps one day, they will be printed.

Illustration, Branding

During the NFT hype, I worked with some colleagues to learn how to launch a NFT art project. We created a set of 10k unique ice cream NFTs and allowed people to mint them for free. We did not promising any financial gains. We did not make any profits from users. This was purely for fun!

I was responsible for nearly all of the art and design of this project. Through coding (from a programmer), we were able to create 10k ice cream NFTs using over 100 individual elements (ice cream flavors, cones, toppings, backgrounds, etc).

In addition to the NFT set itself, we created a portal site for minting the NFTs, and some ads for social.

Super Ice Cream Party site

Super Ice Cream Party NFT collection on OpenSea

Site Design

DeutschLA created a unique experience with a new spin on edibles The California Dairy Dispensary, by The California Milk Advisory Board, looked like a high-end cannabis shop but served cheese and ice cream. An event worthy of a Webby!

I created the landing page for the event in hopes to quickly communicate the concept to the judges.

Agency: Deutsch LA
Client: The California Milk Advisory Board

To promote the upcoming Deadpool 2 film, Deadpool himself took over 7-Eleven stores and added a little flavor around the store. A little doodle here, a copy edit there, while barely keeping it rated PG.

I worked on designs and illustrations on the in-store signage, digital menu boards, concept art, and storyboards for a promo video.

Agency: Deutsch LA
Client: 7-Eleven

Design, Advertising, Copywriting

Pinkberry tasked us to create a sub-brand for their new catering business. Great for weddings, gatherings, and office parties, the look was designed to be festive, informative, and inviting.

I created the logo, patterns, layouts, and overall design. 

Agency: Pitch
Chief Creative Officer: Xanthe Wells
Sr. Designer: Ron Lu
Copywriter: Kadesha Goins

Photo creds for the brochure: Kadesha Goins

Design

Disney Consumer Products partnered with Sephora to create the first make-up series for adults. Each set was inspired by the Disney Princesses, starting with Cinderella and Jasmine. The packaging and products were decorated with elements that pushed the storytelling of their respective films. There are illustrated icons of Cinderella's journey hidden throughout the packaging. Jasmine's packaging resemble the Arabian latticework throughout her palace. With an abundance of metallics, foils, and die-cuts, this series sold out in stores and quickly became collector items.

Company: Disney Consumer Products
Creative Director: Lourdes Moscoso-Ransier
Creative Manager: Chad Sommers
Designer: Ron Lu

Design, Advertising

fresh&easy already had a good reputation of being a convenient alternative grocery store with healthier options. To reward it's customers, the Friends of fresh&easy program was created. We designed a loyalty card as the centerpiece of the campaign. The card was accompanied with an attached piece that best explained how the program worked.

Throughout the market, we created signage to encourage customers to get rewarded for something they already do: buy groceries.

Agency: Deutsch LA
Design Director: Jon Ritt
Assoc Design Director: Marius Gedagaudas
Designer: Ron Lu
Designer: Ritz Cayabyab
Copywriter: Tiffany Partnoff

Ron & Lisa

This is an engagement photo series based based upon the Saturday Night Live tv bumpers created by Mary Ellen Matthews. With our initials being similar to SNL, and our wedding happening on a Saturday night, the idea was fun way to showcase our personalities.

Populating our wedding website with the library of images, we were able to share our love's story with friends and family.

Creative Direction: Ron Lu
Photography: Christopher Lee
Photo retouching and recolor: Ron Lu
Copy: Lisa Lu