Selected Works of Hayley Lee 2015–2019

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

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with Craft and Authenticity

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with Tone and Perception

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with Slope and Sunlight

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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

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LO M O G R A P H Y E X H I B I T I O N

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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

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LO M O G R A P H Y E X H I B I T I O N

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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

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LO M O G R A P H Y E X H I B I T I O N

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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

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PA C K A G I N G ­

LECKER DELI

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033

H AY L E Y L E E

034

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PA C K A G I N G ­

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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

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LECKER DELI

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LECKER DELI

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042

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LECKER DELI

01 02 03 04 05 06 07 08 09

043

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LECKER DELI

01 02 03 04 05 06 07 08 09

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LECKER DELI

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050

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LECKER DELI

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03 09

THE VOICE OF T YP E CONFER ENCE

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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.

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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

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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~!@#$%^&*()_+

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K E Y WO R D S

Educational, Cognitive, and Analytical

057

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THE VOICE OF T YP E CONFER ENCE

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THE VOICE OF T YP E CONFER ENCE

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THE VOICE OF T YP E CONFER ENCE

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THE VOICE OF T YP E CONFER ENCE

01 02 03 04 05 06 07 08 09

065

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T YPOGRAPHY

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THE VOICE OF T YP E CONFER ENCE

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LO M O G R A P H Y E X H I B I T I O N

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LO M O G R A P H Y E X H I B I T I O N

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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

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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

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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

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SELECTED WORKS 2015–2019

BRANDING

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T R A I L H E A D V I N E YA R D

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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

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T R A I L H E A D V I N E YA R D

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01 02 03 04 05 06 07 08 09

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BRANDING

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H AY L E Y L E E

088

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H AY L E Y L E E

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05 09

WESTJET AIRLINES

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with Safety and Passion WestJet Airlines

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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.

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WESTJET AIRLINES

01 02 03 04 05 06 07 08 09

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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

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SELECTED WORKS 2015–2019

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WESTJET AIRLINES

01 02 03 04 05 06 07 08 09

097

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WESTJET AIRLINES

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WESTJET AIRLINES

#ed5723 OPACITY

100%

OPACITY

100%

80%

80%

60%

60%

40%

40% #1cb0bf

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WESTJET AIRLINES

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WESTJET AIRLINES

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H AY L E Y L E E

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06 09

F R E S H O P A P P L I C AT I O N

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with Life and Freshness Freshop Application

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H AY L E Y L E E

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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.

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F R E S H O P A P P L I C AT I O N

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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

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SELECTED WORKS 2015–2019

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UI/UX DESIGN

F R E S H O P A P P L I C AT I O N

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BRANDING

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F R E S H O P A P P L I C AT I O N

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F R E S H O P A P P L I C AT I O N

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BRANDING

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F R E S H O P A P P L I C AT I O N

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H AY L E Y L E E

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F R E S H O P A P P L I C AT I O N

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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

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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.

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FRUIT IN A JAR COOKBOOK

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FRUIT IN A JAR COOKBOOK

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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

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FRUIT IN A JAR COOKBOOK

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H AY L E Y L E E

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FRUIT IN A JAR COOKBOOK

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FRUIT IN A JAR COOKBOOK

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BRANDING

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PA C K A G I N G ­

08 09

with Space and Lifestyle Plus & Minus Retail Store

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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

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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.

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PA C K A G I N G ­

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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.

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PA C K A G I N G ­

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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HOMEGOODS

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HOMEGOODS

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BRANDING

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PA C K A G I N G ­

HOMEGOODS

01 02 03 04 05 06 07 08 09

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BRANDING

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PA C K A G I N G ­

HOMEGOODS

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BRANDING

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PA C K A G I N G ­

HOMEGOODS

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BRANDING

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PA C K A G I N G ­

HOMEGOODS

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PA C K A G I N G ­

FORMULA CAFE

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PA C K A G I N G ­

FORMULA CAFE

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PA C K A G I N G ­

FORMULA CAFE

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PA C K A G I N G ­

FORMULA CAFE

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PA C K A G I N G ­

FORMULA CAFE

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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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BRANDING

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PA C K A G I N G ­

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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BRANDING

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PA C K A G I N G ­

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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BRANDING

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PA C K A G I N G ­

TA N G I B L E W O R K S H O P T O O L S

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BRANDING

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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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BRANDING

T H E LO G O C O L L E C T I O N

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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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BRANDING

T H E LO G O C O L L E C T I O N

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T H E LO G O C O L L E C T I O N

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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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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