Š2019 Hayley Lee All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission in writing from Hayley Lee
SELECTED WORKS 2015–2019
00 09
with Thought and Execution S e le c te d Wo r ks o f H ayle y Le e
H AY L E Y L E E
SELECTED WORKS 2015–2019
For my mom and dad
Works
01 P. 0 0 8
02 P. 0 2 8
03 P.050
04 P.070
with Simplicity and Coincidence
05
with Craft and Authenticity
06
with Tone and Perception
07
with Slope and Sunlight
08
P.088
P. 1 1 2
P.134
P.154
09 P.194
with Safety and Passion
with Life and Freshness
with Color and Taste
with Space and Lifestyle
with Symbol and Personality
H AY L E Y L E E
010
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
with Simplicity and Coincidence Lomography Exhibition
011
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T ON E LOM O G R APH Y E X H I B ITI O N
D E LI V E R A BLE S
DIS C I P L I NE T YP O G R A PH Y PRI NT D ESI G N CO U R S E VI S UA L SYST EM 2 SEM E S T E R S PRI N G 2 0 1 8 I N S T R UC TOR PH I L L H A ML E T T
Booklet set, poster, postcard set, and exhibition brochure OB JE C T I V E
Create a brochure and related materials that introduce people to lomography, which is a type of pop, film photography using Lomo cameras. Appeal to the fun nature of this retro, analog way to take photographs. A P P ROAC H
Nowadays, almost everyone uses a digital camera, but many don’t know about Lomography. This project focuses on basic Lomography information and creative photography. The whole system and layout of deliverables are made with simplicity to allow people to focus on the innovative Lomography photos. Throughout the project, I displayed many creative photos using different Lomo camera models and films. The mono font choice for overall system represents the analog and retro nature of this type of photography, and I kept the brand’s color to maintain its cultural characteristics.
012
T YPOGRAPHY
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PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
013
H AY L E Y L E E
014
SELECTED WORKS 2015–2019
T YPOGRAPHY
T YPOGRAPHY
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PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
Aa Aa
01 02 03 04 05 06 07 08 09
A P ERÇU
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
A P ERÇU M ON O
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Analog, Vivid, and Creative
015
H AY L E Y L E E
016
SELECTED WORKS 2015–2019
T YPOGRAPHY
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PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
017
H AY L E Y L E E
018
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
019
H AY L E Y L E E
020
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
021
H AY L E Y L E E
022
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
023
H AY L E Y L E E
024
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
025
H AY L E Y L E E
026
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
027
H AY L E Y L E E
028
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
029
H AY L E Y L E E
030
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
02 09
01 02 03 04 05 06 07 08 09
LECKER DELI
with Craft and Authenticity Lecker Deli
031
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T T WO L ECK ER DELI
D E LI V E R A BLE S
DIS C I P L I N E B R A N D I NG PAC K AG ING CO U R S E PAC K AG I NG DESI G N 2 SE M E S T E R FA L L 2 0 1 7 I N S T R U C TOR JAC Q U ES RO S SO U W
Dry goods and meat products OB JE C T I V E
Create a new German deli brand and its packaging. Lecker Deli is a family business founded in 1980. The new generation carries on the tradition and expands their offerings to include a new line of dry goods and meat products with attention to quality craftsmanship. A P P ROAC H
New Lecker Deli branding and packaging creates a harmony between the traditional and modern to show Lecker’s new story. To expand its product lines, the brand has set up new color coding based on its products. The logo and stamp tells us about the new branding is based on Lecker’s historical background. The old German style font contrasts with the modern layout to show the unique of the brand craftsmanship.
032
BRANDING
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PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
033
H AY L E Y L E E
034
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
01 02 03 04 05 06 07 08 09
LECKER DELI
T YPOGRAPHY
BA JERN
ABCDEFGHIJ KLM NOPQ RS TU VW XY Z
Aa Aa
A RCH ER
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
T R A D E GOT H IC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Authentic, Historical, and Cultural
035
H AY L E Y L E E
036
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
037
H AY L E Y L E E
038
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
039
H AY L E Y L E E
SELECTED WORKS 2015–2019
H AY L E Y L E E
042
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
043
H AY L E Y L E E
044
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
045
H AY L E Y L E E
046
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
047
H AY L E Y L E E
048
SELECTED WORKS 2015–2019
H AY L E Y L E E
050
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
LECKER DELI
01 02 03 04 05 06 07 08 09
051
H AY L E Y L E E
052
SELECTED WORKS 2015–2019
T YPOGRAPHY
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PRINT DESIGN
03 09
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
with Tone and Perception The Voice of Type Conference
053
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJE C T T H R E E TH E VO I C E O F T Y PE CON F E RE N C E
D E LI V E R A BLE S
DIS C I P L I N E T YP O G R A PH Y PRI NT D ESI G N CO U R S E T YP O G R A PH Y 4 SEM E S T E R S U M ME R 2 0 1 8 I N S T R UC TOR A RI E L G RE Y
Promotional book, poster, and app for a conference OB JE C T I V E
Create a typography conference that revolves around certain aspects of typography and usage. The approach should be experimental and expand on what typography can do and what it can be used for. Design a promotional book, a poster, and an app for conference pass. A P P ROAC H
The concept is a relationship between human perception and typography. This direction is about how important typography is when people perceive information. This book focuses on why typography matters in perceiving information, and how different typefaces can give different feelings and results when people get information. The effects of typography on human cognition are based on case studies, analyzing typefaces as well as its typographic setting, such as layout, leading, and color. The overall type setting, layout style and colors represent a cognitive topic.
054
T YPOGRAPHY
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PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
055
H AY L E Y L E E
056
SELECTED WORKS 2015–2019
T YPOGRAPHY
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
Aa
Aa
01 02 03 04 05 06 07 08 09
DIN 2014
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
M ERCURY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Educational, Cognitive, and Analytical
057
H AY L E Y L E E
058
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
059
H AY L E Y L E E
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
061
H AY L E Y L E E
062
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
063
H AY L E Y L E E
064
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
065
H AY L E Y L E E
066
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
THE VOICE OF T YP E CONFER ENCE
01 02 03 04 05 06 07 08 09
067
H AY L E Y L E E
068
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
069
H AY L E Y L E E
070
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
LO M O G R A P H Y E X H I B I T I O N
01 02 03 04 05 06 07 08 09
071
H AY L E Y L E E
072
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
04 09
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
with Slope and Sunlight Trailhead Vineyard
073
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T F OU R TR A I LH E A D VI N E YARD
D E LI V E R A BLE S
DIS C I P L I NE BRANDING PAC K AG I N G
Wine labels, a gift box, and promotional products OB JE C T I V E
SEM E S T E R S PRI N G 2 0 1 8
Create a new line of wine, and rebrand it for wine beginners. Trailhead Vineyard is a wine company based in Sonoma County. The vineyard is located next to a trailhead in the coastal range.
I N S T R U C TOR W
A P P ROAC H
CO U R S E PAC K AG I N G D E S I G N 3
The new line and logo for Trailhead Vineyard were created to show a modern and vintage feeling to appeal to new target consumers who are young professionals new to wine. The new label represents the shape of a trail. The three colors of the label reflect the differences of sunlight based on a time line (morning, afternoon and night). For the company logo, three triangular shapes were combined to make one shape which shows that their characteristic is modern, approachable and well-crafted.
074
BRANDING
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PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
075
H AY L E Y L E E
076
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
T YPOGRAPHY
01 02 03 04 05 06 07 08 09
P22 UND ERGROUND
Aa
Aa
AB CD E F GH I JKLMN O PQ RST U VWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
M RS E AV E S OT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Modern, Vintage and Approachable
077
H AY L E Y L E E
078
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
079
H AY L E Y L E E
080
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
081
H AY L E Y L E E
082
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
083
H AY L E Y L E E
084
SELECTED WORKS 2015–2019
BRANDING
+
PA C K A G I N G Â
T R A I L H E A D V I N E YA R D
01 02 03 04 05 06 07 08 09
085
H AY L E Y L E E
SELECTED WORKS 2015–2019
H AY L E Y L E E
088
SELECTED WORKS 2015–2019
H AY L E Y L E E
090
SELECTED WORKS 2015–2019
BRANDING
+
PRINT DESIGN
05 09
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
with Safety and Passion WestJet Airlines
091
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJE C T F I V E W ES T J E T A I RL I NES
D E LI V E R A BLE S
DIS C I P L I NE B R A N D I NG PRI NT D ES I G N CO U R S E STR ATE G I ES FOR B R A N D I NG SE M E S T E R S PRI NG 2 0 1 8 IN S T R UC TOR TH OMA S M C N U LT Y
New logos, promotional products, and a brand visual system OB JE C T I V E
Create a new identity, application system and standards manual for an airline company. Design comprehensive identity solutions with various applications to show the company’s characteristics and how the new logo can be used on different applications of the brand. A P P ROAC H
WestJet Airlines was founded in 1996 in Canada. Their main idea is that just because you pay less for your flights, does not mean you should get less. Currently, WestJet will add more international routes, so the current brand manual and logo system are not enough to show their new personality. To expand their international routes, the new brand logo system and brand manual are added to show a contemporary and friendly characteristic to give the company a broader network for marketing to international customers. The color combination and logo system appeal to brand characteristics which are modern and affordable, but also show Canadian pride.
092
BRANDING
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PRINT DESIGN
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
093
H AY L E Y L E E
094
SELECTED WORKS 2015–2019
BRANDING
+
T YPOGRAPHY
PRINT DESIGN
01 02 03 04 05 06 07 08 09
WESTJET AIRLINES
Aa Aa
PROXIM A N OVA S OF T
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
PROXIM A N OVA
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Friendly, Relax, and Passionate
095
H AY L E Y L E E
096
SELECTED WORKS 2015–2019
BRANDING
+
PRINT DESIGN
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
097
H AY L E Y L E E
102
SELECTED WORKS 2015–2019
BRANDING
+
PRINT DESIGN
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
103
H AY L E Y L E E
104
SELECTED WORKS 2015–2019
BRANDING
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PRINT DESIGN
01 02 03 04 05 06 07 08 09
WESTJET AIRLINES
#ed5723 OPACITY
100%
OPACITY
100%
80%
80%
60%
60%
40%
40% #1cb0bf
105
H AY L E Y L E E
106
SELECTED WORKS 2015–2019
107
H AY L E Y L E E
108
SELECTED WORKS 2015–2019
BRANDING
+
PRINT DESIGN
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
109
H AY L E Y L E E
110
SELECTED WORKS 2015–2019
BRANDING
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PRINT DESIGN
WESTJET AIRLINES
01 02 03 04 05 06 07 08 09
111
H AY L E Y L E E
112
SELECTED WORKS 2015–2019
H AY L E Y L E E
114
SELECTED WORKS 2015–2019
BRANDING
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UI/UX DESIGN
06 09
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
with Life and Freshness Freshop Application
115
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T S I X F RES H O P A PPL I C ATI O N
D E LI V E R A BLE S
DI S C I P L I NE B R A NDI N G U I / U X D ES I G N CO U R S E GR A PH I C D ES I G N 3 SE M E S T E R FA L L 2 0 1 7 I N S T R U C TOR PAU L D ERBY
Application OB JE C T I V E
Design and develop a mobile application. Inadequate and unorganized information is often the reason why people do not shop at farmers’ markets. Develop an app that can help people at the market by organizing that information. A P P ROAC H
Freshop is an application to help people shop at farmers’ markets based on users’ needs using filters and functions. The application shows organized information based on locations. Users find the exact facts regarding what farmer’s markets are open and their location and products. Users can also see the list of vendors in the farmers’ markets. They can write reviews and share photos that can help other users. Clean layouts and simple colors help users find necessary information for shopping at farmers’ markets more conveniently.
116
BRANDING
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UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
117
H AY L E Y L E E
SELECTED WORKS 2015–2019
BRANDING
+
UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
T YPOGRAPHY
01 02 03 04 05 06 07 08 09
GE OM E T RI A
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Fresh, Convenient, and Simple
119
H AY L E Y L E E
120
SELECTED WORKS 2015–2019
BRANDING
+
UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
121
BRANDING
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UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
123
H AY L E Y L E E
124
SELECTED WORKS 2015–2019
125
H AY L E Y L E E
126
SELECTED WORKS 2015–2019
127
H AY L E Y L E E
128
SELECTED WORKS 2015–2019
BRANDING
+
UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
129
BRANDING
+
UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
131
H AY L E Y L E E
132
SELECTED WORKS 2015–2019
BRANDING
+
UI/UX DESIGN
F R E S H O P A P P L I C AT I O N
01 02 03 04 05 06 07 08 09
133
H AY L E Y L E E
134
H AY L E Y L E E
136
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
07 09
FRUIT IN A JAR COOKBOOK
01 02 03 04 05 06 07 08 09
with Color and Taste Fruit In a Jar Cookbook
137
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T S E V E N F RU IT I N A JAR COO KB O O K
D E LI V E R A BLE S
DIS C I P L I NE T YP O G R APH Y PRI NT D ES I G N CO U R S E T YP O G R A PH Y 3 SEM E S T E R S U M MER 2 0 1 7 I N S T R UC TOR A RI E L G RE Y
Book and bookmarks OB JE C T I V E
Design a conceptual cookbook to convey easy and simple recipes and processes for making fruit preserve. Busy young professional women can follow recipes and make fruit preserves easily. A P P ROAC H
The main message of the book is that making fruit preserves is not difficult and the process is very simple and easy to follow. To show the main message clearly, the book concept focuses on simple and easy directions. Using delicate dotted lines throughout the book, helps the readers follow the recipes easily. Two main typefaces of the book enhance the readability and legibility, but also show the homey feeling associated with fruit preserves. For the recipes pages, the label concept is applied to represent handmade characteristics with a modern aesthetic.
138
T YPOGRAPHY
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PRINT DESIGN
FRUIT IN A JAR COOKBOOK
01 02 03 04 05 06 07 08 09
139
H AY L E Y L E E
140
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
FRUIT IN A JAR COOKBOOK
T YPOGRAPHY
01 02 03 04 05 06 07 08 09
M RS E AV E S
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
M R E AV E S
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*()_+
CO LO R
K E Y WO R D S
Clean, Warm, and Colorful
141
H AY L E Y L E E
142
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
FRUIT IN A JAR COOKBOOK
01 02 03 04 05 06 07 08 09
143
H AY L E Y L E E
146
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
FRUIT IN A JAR COOKBOOK
01 02 03 04 05 06 07 08 09
147
H AY L E Y L E E
148
SELECTED WORKS 2015–2019
H AY L E Y L E E
150
SELECTED WORKS 2015–2019
T YPOGRAPHY
+
PRINT DESIGN
FRUIT IN A JAR COOKBOOK
01 02 03 04 05 06 07 08 09
151
H AY L E Y L E E
154
SELECTED WORKS 2015–2019
BRANDING
+
01 02 03 04 05 06 07 08 09
PA C K A G I N G Â
08 09
with Space and Lifestyle Plus & Minus Retail Store
155
H AY L E Y L E E
SELECTED WORKS 2015–2019
P ROJ E C T E I G H T PLU S A ND MI NU S RE TA I L S TO RE
D E LI V E R A BLE S
DI S C I P L I N E B R A NDI N G PACK AG I N G CO U R S E PACK AG I N G D ESI G N 4 SE M E S T E R FA L L 2 0 1 8 I N S T R UC TOR TH OM AS MC NU LT Y TEAM MEMBERS H AYL E Y L EE M E N G - FAN G H O H A I TRI EU LE M AG G I E L EU N G JOH N NELSO N
156
Homegoods, cafe products, and workshop tools OB JE C T I V E
As a team, we created a conceptual retail store with three extensive sub-brands that relate well with our main retail store. Our main goal is about creating a community space that has a retail store, a cafe, and a workshop space to convey our main goal which is providing space where people can connect with their sentimental values. A P P ROAC H
Plus & Minus is our main brand name and also, the retail store name based in San Diego. Plus & Minus has three different sub-brands, which are the Plus & Minus home goods store for modern and simple lifestyle, the Formula, which is our cafe that sells quality coffee, jams, and some snacks, and the last sub brand is the Tangible. This is a workshop space where people can learn and share their experiences. Each sub-brand has different keywords based on its values. The color, type settings, and packaging design style all depend on the brand, but they also represent sentimental values of the brand.
BRANDING
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PA C K A G I N G Â
01 02 03 04 05 06 07 08 09
157
H AY L E Y L E E
SELECTED WORKS 2015–2019
S TOR E BR A ND
Providing a communal space that connects people with the sentimental values of craftsmanship, interaction, and shared knowledge. Taste, Live, Share
SUB BR ANDS
HOMEGOODS
Retail allows customers the opportunity to own the pieces used during their experience. Fine products and home goods are available.
FOOD & BEVERAGES
Cafe offers an assortment of small pastry items, a full artisan coffee menu, and packaged snacks.
EDUCATION &TOOLS
Workshop provides the community a chance to create pieces of their own and allows for the production of handmade goods sold in retail.
158
BRANDING
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01 02 03 04 05 06 07 08 09
PA C K A G I N G Â
LO C AT I ONS
TARGE T AUDIEN CE
San Diego, CA Oakland, CA Portland, OR
Ages 26-45, try new activities, upper middle class, socially active
K E Y OB JE C T I V E
P RODUC T S L INE
Artistic Clean Unique
Cooking pot, mugs, tapestry, vase, wind chime, ashtrays etc.
K E Y OB JE C T I V E
P RODUC T S L INE
Cozy Warn Artisanal
Coffee bean, cold brew coffee, snacks, jam, honey
K E Y OB JE C T I V E
P RODUC T S L INE
Craft Handmade Social
Sculpting tools, finishing tools, clay, pottery inks, studio apron
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
HOMEGOODS
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
HOMEGOODS
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
HOMEGOODS
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H AY L E Y L E E
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
HOMEGOODS
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BRANDING
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PA C K A G I N G Â
HOMEGOODS
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
HOMEGOODS
01 02 03 04 05 06 07 08 09
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
FORMULA CAFE
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
FORMULA CAFE
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
FORMULA CAFE
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BRANDING
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PA C K A G I N G Â
FORMULA CAFE
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
FORMULA CAFE
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BRANDING
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PA C K A G I N G Â
TA N G I B L E W O R K S H O P T O O L S
01 02 03 04 05 06 07 08 09
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
TA N G I B L E W O R K S H O P T O O L S
01 02 03 04 05 06 07 08 09
191
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192
SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
TA N G I B L E W O R K S H O P T O O L S
01 02 03 04 05 06 07 08 09
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SELECTED WORKS 2015–2019
BRANDING
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PA C K A G I N G Â
TA N G I B L E W O R K S H O P T O O L S
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SELECTED WORKS 2015–2019
BRANDING
09 09
T H E LO G O C O L L E C T I O N
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with Symbol and Personality The logo Collection
This is my logo collection throughout my years at school. To show my skills creating branding logos, I collected logos which were created and re-created for different brands. My branding process is based upon both research and concept development.
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SELECTED WORKS 2015–2019
BRANDING
T H E LO G O C O L L E C T I O N
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SELECTED WORKS 2015–2019
BRANDING
T H E LO G O C O L L E C T I O N
01 02 03 04 05 06 07 08 09
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SELECTED WORKS 2015–2019
BRANDING
T H E LO G O C O L L E C T I O N
01 02 03 04 05 06 07 08 09
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BRANDING
T H E LO G O C O L L E C T I O N
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SELECTED WORKS 2015–2019
Thank you!
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FAMILY
I want to say thank to all my family. Mom and dad thank you both for all supports, encouragement, and love. I couldn’t have done college without love. Every time they believe me what I did and I choose. Based on their love, I can be a designer. Thank you.
INS T R UC TOR S
Mary Scott, Phil Hamlett, Thomas McNulty, Jacques Rossouw, Christin George, Ariel Grey, and Paul Derbby. Thank you all my instructors for patience and guidance to make better works.
FR IENDS
Thank you all my friends I met thought out school years.
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SELECTED WORKS 2015–2019
Colophon
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S C HOOL
Academy of Art University, School of Graphic Design & Digital Media
F ON T S
Neuzeit Grotesk Calluna
P HOTOGR AP H Y
Francine Zavala Hayley Lee
M AT ER I AL S
Mohawk Superfine Eggshell 100 Text
BINDIN G
The Key Printing & Binding Oakland, CA
P R IN T IN G
Graphic Imagery South San Francisco, CA
CO PYR IG H T
©2019 Hayley Lee All rights reserved.
CON TAC T
Hayley Lee +1 530 551 6432 hayleylee.design@gmail.com hayleyleedesign.com
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SELECTED WORKS 2015–2019