Hi, I’m Xiaoyi Zhang… over the last two and a half years, I have studied communication design at Monash University. In this semester, I have chosen Reform as my major studio project. This project asks us to explore the current patterns of behaviour and examine the social, cultural, economic and/or ethical implications of them and the problems they create - reform behaviours into new patterns, creating solutions that apply my design knowledge and skill set. I designed a pop-up event to popularize pet adoption instead of buying in China. This project is a profound design experience for me. During my study, I have obtained many practical skills and achieved impressive results.
2% of Love
A pop-up event that could encourage audiences to stop treating animals as a product and invite them to engage with the topic, leading them to self-examination and thus creating an ideal future together ……
Reform - Advertising board
According to the data recorded by the people’s daily, there are hundreds of millions of stray animals in China, but less than 2% can be adopted. The problem in the existing pattern is when people are going to have a pet, too few people adopt their new pets, and too many give up their pets.
Pop-up event Draft
My proposed solution is to influence the audiences by holding a pop-up event called 2 % of love. My target audiences are young people between the ages of 20 to 30.The event aims to improve the audience’s awareness of animals protection and popularize adoption，call on pet owners to be responsible for their pets and reduce pressure on animal shelters.
The pop-up event - Folding Zine
There are four animal-shaped boards in the container. Each one has two different sides. Side A is the delighted animal pattern with bright colors,Side B provides information about the dark side caused by the pet trade. Though making strong contrast evokes the audience to reflect on their behavior and attitude to pets.I also designed a folding zine which contain the informations about the event. The audience can pick up it for free while visiting the event. The zine has a plastic package which looks like a cage which meet the idea: Rescue the animal from the cagewith, thus enhancing the event’s efficiency.
The pop-up event Mock up
The event will invite internet Influencers from Tiktok, Weibo and Little Red Book (popular social media among the young generation in China) to take videos or photos, therefore having the function of publicity. I hope this event could truly raise the awareness of animal protection and see the dark side of the pet trade. Adoption from Animal shelters and relevant organization becomes people first choice.
Observation - Yongkang Rd
This project asks us to investigate ‘place’ by documenting sensory stimulations and re-interpreting this into visual language. The location I chose is called Yongkang Rd. The street combines both the memory of old Shanghai and fashionable elements. I want to present the images of slow life in Shanghai where people feel relaxed with simple joys. Therefore, I have created 12 original flat two-dimensional illustrations based on my observation; Each illustration represents one street corner. For the publication, I made a monthly calendar using those illustrations
Xiaoyi Zhang, 2% of Love
Xiaoyi Zhang, Reform - Advertising board
Xiaoyi Zhang, Pop-up event Draft
Xiaoyi Zhang, The pop-up event - Folding Zine
Xiaoyi Zhang, The pop-up event Mock up
Xiaoyi Zhang, Observation - Yongkang Rd
