Sense Memory

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Have you ever smelled something that brought you back to a par ticular moment? Sometimes you can smell something that gives you a nostalgic feeling. Sometimes those sense experiences awaken our hear t to what has been forgot ten for a long time.

Without senses, we wouldn’t have many memories. How else would the things we remember come into our consciousness without the input from our eyes, ears, nose, mouth, and hands? These are the pathways by which we perceive the world around us. As time goes by, we star t to remember things that happened in the past and it becomes treasures in our minds. Sense memories will remain in our mind for us to cherish forever.

This por t folio became one of my precious memories through all my senses. Within each project ’s introduction, you will find a word that represents one of the senses. For each of the projects in this book, I star ted by trusting in my senses. I hope this gives the viewer a chance to tap in to their sense memories to find their own treasures.

course SENIOR PORTFOLIO

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in str u ctor MARY SCOT T

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course SENIOR PORTFOLIO

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team members

specimens

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H YO JI N L E E

LOGO DESIGN

RE D E S I G N KO H L’ S B R A N D

BEN WONG

PA C K A G I N G S Y S T E M

J O RD A N L E A L

BRANDING

L ANCE ZHANG

009

object i ve

workin g in collaborati ve team s

Redesigning Kohl’s packaging will be given a new vision and a

This is our first experience in working as design team. Four to

revitalized and refocused branding system. To create a house

five are grouped together to research, re- evaluate and strategize

of brands and private labels that embody and personif y the new

a new brand positioning for down market brand that has potential

Kohl’s through marketing and packaging systems as well as point

become more upscale and reach a more sophisticated audience.

of purchase displays.

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i n s t r u c t o r T H O M A S M C N U LT Y

mission statement Our mission is to provide our customers with an exciting and complete family experience. We strive to deliver the best products and values for our customers by of fering unique and qualit y products. From exclusive to nationally recognized brands, Kohl’s has the products and prices that families want.

house brand

STONE HARBOR kitchen Fr ying Pan Roaster Rack Wooden Spoons Cut ting Board Salad Ser ving Set Linguine Far falle Seasonings Tomato Sauce Pesto Sauce

STONE HARBOR living Bed Sheets Memor y Foam Pillow Hangers

010

Organizer Rack House Slippers

STONE HARBOR bath Soap Bars Wash Cloth Bath Salts Shower Cur tains Candle Set Bath Mat Bathtub Caddy

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private brands

STONE HARBOR kitchen appliances Waf fle Maker Waf fle Mix Electric Knife Toaster Convection Oven Por table Espresso Maker Cooking Apron Cooking Mit tens Cut ting Board Spices / Rubs

STONE HARBOR home dĂŠcor Frosted Vases Table L amp Wall Clock

011

Alarm Clock

STONE HARBOR babies Stuf fed Animals Stuf fed Donut Pillow Milk Bot tles w / Carrier Baby Bibs Baby Blanket Milk Powder Baby Food Jar Set

STONE HARBOR hom e improvem ent Paint Can Paint Brushes Cleaner Spray Bot tle Paint Roller Working Gloves Safet y Glasses Flashlight E x tension Cord Folding Step Stool Stain Remover

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E A RT H Y

F RY I N G PA N

RE D E S I G N KO H L’ S B R A N D

CRAFT Y

RO A S T E R R A C K

N O S TA L G I C

SAL AD SERVING SE T WOODEN SPOONS C U T T I N G B O A RD LINGUINE FA RFA L L E TO M ATO S AU C E P E S TO S AU C E BAGUE T TE SE ASONINGS

017

object i ve

solution

Redesigning Kohl’s packaging will be given a new vision and a

While conducting research on Kohl’s kitchen appliances, our

revitalized and refocused branding system. To create a house

team noticed that they mostly consisted of national brands

of brands and private labels that embody and personif y the new

and exclusive brands, but none of which were under the Kohl’s

Kohl’s through marketing and packaging systems as well as point

brand. We felt it was a great oppor tunit y to create a distinct

of purchase displays.

house brand, called Stone Harbor, for Kohl’s kitchen appliances and accessories.

c o u r s e PAC K AG E D E S I G N 4

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feel 033

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key adjectives

specimens

project

T E X T U RE

BED SHEE TS 3

RE D E S I G N KO H L’ S B R A N D

GENDER NEUTRAL

A SE T OF HANGERS

COMF Y

O RG A N I Z E R R A C K HOUSE SLIPPERS M E M O RY FO A M P I L L O W

035

object i ve

solution

Redesigning Kohl’s packaging will be given a new vision and a

While conducting research on Kohl’s home furnishings, our team

revitalized and refocused branding system. To create a house

noticed that they mostly focused on a female audience. Our team

of brands and private labels that embody and personif y the new

felt this was a great oppor tunit y to bring in a more gender neutral

Kohl’s through marketing and packaging systems as well as point

audience into Kohl’s, and to make the designs more intriguing, we

of purchase displays.

decided to give the packaging an edg y qualit y through its rough tex ture. We gave the packages a voice by using an illustrative st yle and a touch of tex ture. This provided a distinctive look to Kohl’s home depar tment.

c o u r s e PAC K AG E D E S I G N 4

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smell 0 49

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specimens

project

S O OT H I N G

B AT H M AT

RE D E S I G N KO H L’ S B R A N D

RE L A X I N G

WA S H C L OT H

SOFT

SOAP BARS B AT H S A LT S CANDLE S H O W E R C U RTA I N S B AT H T U B C A D DY

0 51

object i ve

solution

Redesigning Kohl’s packaging will be given a new vision and a

The concept was to create and design bathroom products that

revitalized and refocused branding system. To create a house

refresh the body and relax the spirit. It takes just the right touch

of brands and private labels that embody and personif y the new

to make a bathroom special. Our products provide that comfor t

Kohl’s through marketing and packaging systems as well as point

and personalit y that customers are looking for. Our team used

of purchase displays.

abstract photos of nature and tried to make the packaging more of an open structure to bring a feeling that is soothing and relaxing to Kohl’s bathroom depar tment.

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look 069

course GRAPHIC DESIGN 2

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around 070

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key adjectives

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POSITIVE

S TAT I O N E RY S Y S T E M

POSITIVE IDENTIT Y

DIVERSE

T- S H I RT S

D E S I G N O F T H E U P TO W N

S T RU C T U R A L

FLIP-FL APS

T E N D E RL O I N

H AT CUP PENS POSTERS

071

object i ve

solution

To create a new look for the Tenderloin that would make people

I created a new brand identit y, The Uptown Tenderloin, to help

visit more of ten to enjoy the environment of the new Tenderloin.

promote the neighborhood with a new positive image. This identit y will encourage tourists and other people to come and enjoy this newly restored neighborhood. I decided to give some structure and order to the look of the Tenderloin. In creating the logo, I used bright colors to give a positive look and feel within a strong structure that represented a sense of securit y and unit y.

course GRAPHIC DESIGN 2

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listen 0 81

course TYPOGRAPHY 4

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instructor LIAN NG

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MOVEMENT

BOOK

E A RT H Q UA K E S U R V I VA L B O O K

SHIF TING UNBAL ANCED

083

object i ve

solution

To design a book based on the themes of “Sur vival.”

This book was expressly made to create awareness about ear thquakes using t ype and illustrative elements. In order to express the concept of movement, I used dif ferent t ype weights, and to simulate instabilit y and the shif ting ear th, I shif ted the columns in each page.

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instructor LIAN NG

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E.Q. FOCUS

E.Q. FOCUS

E.Q. FOCUS

D P -WAV E S H A

DOW ZONE

S - WAV E S

LOW VELOCIT Y CORE (LIQUID)

N

W

E

P-

ZO

AV

OW

E S HA

LOW VELOCIT Y CORE

S-W

AV E

SHADOW

ZO

NE

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course TYPOGRAPHY 4

s e m e s t e r S P RI N G 2 011

instructor LIAN NG

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P O W E RF U L

A I R P U RI F I E R

AU D I H O M E A P P L I A N C E S

EDGE

WINE OPENER

M O D E RN

HE ADPHONE C O F F E E G RI N D E R COFFEE MAKER

095

object i ve

solution

To promote a line of housewares through a brand that is far

Through research, I became confident that there was a special

removed from home appliances.

connection that could be made bet ween Audi and the home through Audi’s commitment to refinement and simplicit y. The housewares’ details and color maintain Audi’s sophistication and functionalit y.

I noticed that car adver tising shows the front end of the car mixed with close-ups of the car’s features. There is a focus on strong lines and forms on the packaging design. I used the same aesthetics for this packaging, so a product appears like a new car. Black and white bold lines and contrasting packaging size may appeal to the male target audience since most home appliances are geared towards women.

c o u r s e PAC K AG E D E S I G N 3

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see 10 5

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SCIENTIFIC

BOOKS

ANIMAL SENSES

S EC RE T

MAILER

D I F F E RE N T

I N V I TAT I O N POSTER WEBSITE

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object i ve

solution

To uncover a lit tle known or ignored issue and create a print

Animal’s rights to life and safet y must be protected. This print

piece to raise awareness for it.

piece can shif t public awareness about animals by exploring their special senses. By showing people how amazing animals are with their special senses, we can promote the preser vation of animals in nature. There are four books that represent four dif ferent t ypes of animal’s senses. The facts are based on a scientific approach.

course PRINT 1

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touch 119

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semester SUMMER 2009

i n s t r u c t o r L A U R A M I LT O N

mankind 12 0

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E A RT H Y

B RO C H U RE

ACTION AGAINST HUNGER

S T RO N G

I N V I TAT I O N

BOLD

CD POSTER

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object i ve

solution

To raise awareness and engaging public opinion ; packaging and

I wanted to encourage more people to suppor t this vital campaign

delivering field exper tise, analysis, and recommendations to key

and save lives by making promotional items, fundraising events,

decision-makers, and political actors ; advocating for humanitarian

and providing information in the form of brochures, CDs, posters,

values and outcomes ; and ensuring that vulnerable communities

and invitations. I used a limited colour palet te using grayscale

have a voice among international humanitarian deliberations.

contrasted with orange combined with changes in scale to make key words pop. The main idea I wanted to give the most impact to was hunger.

course GRAPHIC DESIGN 3

semester SUMMER 2009

i n s t r u c t o r L A U R A M I LT O N

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semester SUMMER 2009

i n s t r u c t o r L A U R A M I LT O N

13 0

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hear 13 3

course TYPOGRAPHY 3

s e m e s t e r S PRIN G 2 010

in stru ctor CAROLINA DE BARTOLO

air 13 4

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key adjectives

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project

MOVEMENT

BOOK

A I R P O L LU T I O N S U R V I VA L B O O K

SHIF TING F LO W I N G

13 5

object i ve

solution

To design a book based on the themes of “Sur vival.”

This book used t ype to express the flow of air through tracking and changes of direction. The whole project incorporated char ts, graphs, and photography to help visualize the ef fects of pollution.

course TYPOGRAPHY 3

s e m e s t e r S PRIN G 2 010

in stru ctor CAROLINA DE BARTOLO

13 6

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137

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in stru ctor CAROLINA DE BARTOLO

13 8

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13 9

course TYPOGRAPHY 3

s e m e s t e r S PRIN G 2 010

in stru ctor CAROLINA DE BARTOLO

14 0

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141

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in stru ctor CAROLINA DE BARTOLO

14 2

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14 3

course TYPOGRAPHY 3

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in stru ctor CAROLINA DE BARTOLO

14 4

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14 5

course TYPOGRAPHY 3

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in stru ctor CAROLINA DE BARTOLO

14 6

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see 147

course PRINT 2

s e m e s t e r FA L L 2 010

in stru ctor TOM SIEU

green 14 8

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key adjectives

specimens

project

S U S TA I N A B L E

BOOK

S P RO U T

G RE E N CHANGING

14 9

object i ve

solution

To design a book that will inspire the reader to examine how

The cell phone charger has become a device we depend on.

products can af fect our behavior as consumers.

However, when we no longer do, it most likely will end up in a landfill. My redesign benefits both the user and the environment.

The function, shape, and color of my redesign considers the best practices for sustainabilit y. Electronic devices don’t need to be poorly designed and toxic for the environment.

The book is divided into t wo dif ferent sections ; before and af ter.

The before section is in orange to give a warning to people about wasting devices, and the af ter section is in green to make people think about sustainabilit y.

course PRINT 2

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in stru ctor TOM SIEU

15 0

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151

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in stru ctor TOM SIEU

15 2

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15 3

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in stru ctor TOM SIEU

15 4

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15 5

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in stru ctor TOM SIEU

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course PRINT 2

s e m e s t e r FA L L 2 010

in stru ctor TOM SIEU

A P E R MAN E NT MAG N ETS I N S I D E

R ECYC LE D ALU M I N U M

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SIDE VIEW

R ECYC LE D P LASTI C

FRONT VIEW

TO P VI EW

E N C LO S E D P O W E R SYS T E M

LIG HT WE IG HT // 150g

15 9

REAL SIZE // W: 3.5” H: 3.5”

course PRINT 2

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in stru ctor TOM SIEU

16 0

Sprout

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161

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in stru ctor TOM SIEU

16 2

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sense 16 3

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

identity 16 4

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project

VA RI O U S

LOGOS

VA RI O U S

16 5

object i ve

solution

To learn the impor tance of a mark and to understand how to

All identities have a special task to accomplish, and it ’s my

ef fectively represent the core message of a company, person,

job as a designer to emphasize the hidden message behind

place, or event.

each identit y. Ever y logo took on a distinct personalit y that set it apar t and formulated how that identit y would be perceived. E ach logo was researched to be represented in the most valuable way possible. The following logos are presented in black and white. The logos were designed to first work in black and white applications before using color.

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

OKTOBERFEST

16 7

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

16 9

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

171

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

17 3

c o u rs e VARIOUS

s e m e st e r VARIOUS

i n st r u c t or VARIOUS

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thanks fam i ly

175

Thank you God. Thank you mom and dad for all your suppor t, prayers and patience on this long and unexpected journey. I would not be the person who I am today as a designer without you. I love you so much ! friends To my friends Hana Lee, Nina You, Ben Wong, Jordan Leal, L ance Zhang, Phoebe Mak, and Jay Jo, you’ve suppor ted me so much ! facu lty To the Academy of Ar t Universit y for challenging and inspiring me throughout the years. Mar y Scot t, Thomas McNult y, Tom Sieu, Carolina de Bar tolo, L aura Milton, Max Spector, Lian Ng, Julia Brown, and Allen Gaoiran. ser vices The Key Printing & Binding, Plotnet, Flax, Kelly Paper, Calumet, Blick, My Camera, Computers, and Printer. thank you strong cof fee and musi c for keeping m e awake!

c o u rs e VARIOUS

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Copyright Š 2011 Hyojin Lee. All Rights Reser ved. No par t of this publication may be reproduced, stored in a retrieval system or transmit ted in any form or by any means without the writ ten permission of Hyojin Lee. HYOJIN LEE school

Academy of Ar t Universit y, School of Graphic Design 79 New Mont gomer y, San Francisco, CA course

Senior Por t folio instructor

Mar y Scot t, Chair, School of Graphic Design title of book

Sense Memor y book size

8.5 625 x 11.75 cover stock

Arrestox Bookcloth with Foil Stamping text stock

Finch Paper 10 0 # Tex t endsheets

Canson Mi-Teintes printer

GiantHorse, San Francisco, CA bindery

The Key Printing & Binding, Oakland, CA typefaces

Bodoni, Trade Gothic software

Adobe Creative Suite 5.5 camera

Nikon S5 Pro photography

Hyojin Lee

memory