PORTFOLIO2014 by bluedward

TO INFINITY AND BEYOND

JONATH EDWA

HAN ARD LEE

I believe there is endless possibilities that can happen during oneâ&#x20AC;&#x2122;s lifetime, they are infinite like the stars in the sky. It depends on the one, will he dare to face the odds or not. My name is Jonathan Edward Lee, a 3rd year design student from School of Design Binus University. Ambitious, Perfectionist, Bibliophilia. Infatuated by design, a future designer & a longtime dreamer.

FULL NAME Jonathan Edward Lee

PLACE OF BIRTH Makassar, South Sulawesi

DATE OF BIRTH 03 June 1993

GEN DER Male

MOB ILE +62 812 9942 7573

EM AIL bluedward@gmail.com

PORT OFOLIO behance.net/bluedward

2 0 0 8

Sekolah Dian Harapan Senior Highschool Makassar, Indonesia

2 0 1 1 BINUS School of Design Undergraduate Visual Communication Design Jakarta, Indonesia

2 0 1 3

Tomas Bata University

Student Exchange Graphic Design Zlin, Czech Republic

I D E N T I T Y

D E S I G N

T Y P O G R A P H Y A D V E R T I S I N G A R T

D I R E C T I O N

E D I T O R I A L P H O T O G R A P H Y

Head of Design Division E X P O 2 0 12 Djoeang Karja DKV BINUS - Event

2 0 1 2

Head of Design Division MAKR AB 13 Discovering Colors DKV BINUS - Event

Creative Director Titik Dua Magazine HIMDKV BINUS 2014

2 0 1 4

Head of Design Division PLAZA DESAIN IMPULS DKV BINUS - Event

Editorial Staff Titik Dua Magazine HIMDKV BINUS 2 0 13

2 0 1 3

Tr e a s u r e r Temu Ke a k r a b a n Hi mp un a n 2 0 13 Artenia DKV BINUS - Event Deputy Leader DK V Awa r d 2 0 13 Anuttama Award DKV BINUS - Event

F U T U R E

b e y o n d c o l l e c t i o n

o f

m y

h e r e

i s

p r e v i o u s

d e s i g n

w o r k s

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MAKASSAR CITY

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Makassar City

Rebranding Project

brief Makassar is the provincial capital of South Sulawesi, Indonesia & the largest city on Sulawesi Island. Beginning in the sixteenth century, Makassar was the largest trading center of Eastern Indonesia and soon became one of the largest cities in Southeast Asia. Nowadays, as the largest city in Sulawesi Island and Eastern Indonesia, the city's economy depends highly on service & tourism sectors with approximately 70% from total share.

objectives Create a new visual identity system for a city. Embrace their history, explore their the city itself.

solutions Makassar is widely known for their brave citizens, they always believe their ancestors are the one who rule the oceans. That is why I created a new visual identity that can represents the old history of Makassar but also give Makassar a space to write whole new chapter of modern history.

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current problems, find a solution for the design. The visual identity should represents

MAKASSAR CITY

GOTHAM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,/<>?’~ !@#$%^&*()_+{}

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BOLD

fortress

EXTRA LIGHT

ocean

shield

BASED ON THESE THREE ENTITIES

MAKASSAR CITY

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MAKASSAR CITY

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MAKASSAR CITY

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MAKASSAR CITY 19\

makassar TERKINI A MAGAZI NE A B O U T M AK AS S AR CI T Y AND THEI R P EO P L E

MAKASSAR CITY

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MILOVANE

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MILOVANE

Branding Project

brief MilovanĂŠ is one of the best kindergaten school for childrens in Zlin, Czech Republic. One of their goals are to embrace friendship relations between older and younger childrens, build tolerance between each others, and to create a warm, family-like, holistic education system. Since 1995, their kindergarten included in the network of kindergartens under the project "Healthy Kindergarten".

objectives Create a visual identity system for a local company in the city. Reveal their inner any other brand around the city.

solutions I created an iconic set of characters that represents Milovane as a school brand. The character should look warm and cute for kindergaten students, as a friend and buddy to play with. I also created an app UI/UX for their school app for teachers and parents to monitor their childrenâ&#x20AC;&#x2122;s growth and activities in the school.

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stories behind their brand. The visual identity should have a distinct system than

MILOVANE

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a warm & cute buddy to play with

MILOVANE

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MILOVANE

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MILOVANE

Slovenská 1808 760 01 Zlín Czech Republic

JONATHAN EDWARD LEE 003 006 993 369

T F M

+420 577 430 353 +420 577 019 639 +420 736 246 729

info@skolkazlin.cz

Slovenská 1808 760 01 Zlín Czech Republic

JONATHAN EDWARD LEE 003 006 993 369

T F M

+420 577 430 353 +420 577 019 639 +420 736 246 729

info@skolkazlin.cz

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Slovenská 1808 760 01 Zlín Czech Republic

JONATHAN EDWARD LEE 003 006 993 369

T F M

+420 577 430 353 +420 577 019 639 +420 736 246 729

info@skolkazlin.cz

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MILOVANE

školka zprávy

školka pokroku

Adriana Konecná kreslení

Nudíte se? 02 OCTOBER 2013

věda muzika jazyk komputer

zpráva

o školka 30\

jméno email zpráva

Hlavní myšlenkou naší MŠ je podpořit kamarádské vztahy mezi starším a mladším kamarádem, toleranci staršího dítěte k mladšímu (i naopak), jeho pomoci v různých situacích a tím napomáhat k odbourávání tzv. šikanování.

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FULYA KAYMAZ

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FULYA KAYMAZ

Branding Project

brief Fulya Kaymaz is a Turkish born fashion designer, raised in Eskisehir, Turkey. She believed in individualism and ego, it's reflected by her distinct style merged in her works. Born with Turkish culture as her background, she use diverse characters and cultures as her inspirations. Fulya is acknowledge for her peculiar perspective in her work, pushing ego and individualism in her designs to create original looks in every of her fashion works. In 2014 during her final year in college, she established a label using her own name, FULYA KAYMAZ, a fashion label that carry her vision to show individualism and originality in fashion world.

Create a visual identity design for a fashion designer. The designs should embody the feel and the accent from the fashion designer itself.

solutions Individualism is the basic idea that I develop for this project, where every design should have a unique feel and have their own voice. That is why i created several different symbols that can be applicated to any part of the designs.

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objectives

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FULYA KAYMAZ

ďż˝

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infinity fulya kaymaz fashion designer ambigram individualism

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FULYA KAYMAZ

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37\ FULYA KAYMAZ

FULYA KAYMAZ

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39\ FULYA KAYMAZ

FULYA KAYMAZ

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UNIQUE

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UNIQUE

Campaign Project

brief Bullying is unwanted, aggressive behavior among school aged children that involves a real or perceived power imbalance. The behavior is repeated, or has the potential to be repeated, over time. Bullying includes actions such as making threats, spreading rumors, attacking someone physically or verbally, and excluding someone from a group on purpose.

objectives Create a social campaign for a problem. Explore and research about the problem,

solutions UNIQUE is a manifesto. A shoutout to all the victims of bullying that theyâ&#x20AC;&#x2122;re not alone. I crafted 13 different chapters of this manifesto and 13 different visuals to represent it. I also created a social app as a platform to share stories. Why stories? because over 80% victims of bullying never let anyone know about their problems and this may cause suicide attempts. By sharing with common victims, we can create a support system, so a victim can also be a saviour of his own kind.

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Find an effective way to communicate to your target.

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U UN N II Q QU U EE

UNIQUE 44\

UNIQUE IS A MANIFESTO WITH SYMBOLS THAT HAVE THEIR OWN MEANINGS

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UNIQUE

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UNIQUE

UNIQUE 48\

UNIQUE

believe

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R E D R A M S where people rea c h sta rs tha t d o shine, not fa ke ones tha t only glow a nd fa de a wa y.

UNIQUE

be li eve

R E D R A M S where people re a ch sta rs t h at d o shine, not fake o n e s t h a t o n ly g low and fade away.

they

ca lled

“ugly”

01 December 2013

i’m

too

bla c k

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In som e point o f l i fe , p e o p le lo st their childhood dre am s , t h ey lo st t h e courage to wond e r w h a t we w i l l t h ey be, what can they b e co m e . Th ey lo st it all. Because o t h e rs to l d t h e m t h ey are not good en o u g h , t h ey are n o t smart enough, t h ey a re n o t s p e cia l enough to do tha t .. Th at ’s w h y t h ey d

02 December 2013

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CZECH TRAVEL JOURNAL

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Editorial Design objectives

Create a layout for a travel journal. The design should reveal the feelings and emotions of the journal. The style of design should represents what city is that travel journal belongs to.

solutions I create a travel journal for my journey in Czech Republic. Most of the designs using the photo i taken during my trip there. The style of the designs mostly based on Czech Design style where it mostly influenced by the Bauhaus.

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53\ CZECH TRAVEL JOURNAL

CZECH TRAVEL JOURNAL

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55\ CZECH TRAVEL JOURNAL

CZECH TRAVEL JOURNAL

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57\ CZECH TRAVEL JOURNAL

CZECH TRAVEL JOURNAL

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59\ CZECH TRAVEL JOURNAL

CZECH TRAVEL JOURNAL

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PASAR JAYA

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PASAR JAYA

Campaign Project

brief Traditional Market in Jakarta has lost itâ&#x20AC;&#x2122;s grasps for a couple of years. Young generations would rather choose to go minimarkets and supermarket with their fancy stuffs and expensive pricing even thought traditional market is available near their location.

objectives Create a campaign for Pasar Djaya company, a company that manage most of Jakartraditional markets.

solutions The idea is to let the young generations feel the real experience being in a traditional market, let them explore and find something in the ir experience. In this campaign, we created a series of print ad for Pasar Jaya that represents many types of experience you can get while youâ&#x20AC;&#x2122;re in a traditional market.

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ta Traditional Markets. The goal is to create awareness to young generations about

PASAR JAYA

DESIGN BUILDS PERCEPTION

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PERCEPTION BUILDS HABIT

PASAR JAYA

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PASAR JAYA

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PASAR JAYA

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PASAR JAYA

PASAR JAYA 70\

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AESTHETICS P A P E R

AESTHETICS

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AESTHETICS

Editorial Design

objectives Create a layout design for an Imitation & Expression Theories paper. The design should support the concepts regarding about the theories.

solutions I use butterfly as a basic concept for this aesthetics paper, because i believe butterfly represents beauty in transformation. The layout design mostly based on contemporary style mixed with postmodernism designs. 72\

73\ AESTHETICS

AESTHETICS

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75\ AESTHETICS

AESTHETICS

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AESTHETICS

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c o p y r i g h t

J o n a t h a n

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