JAY JEON
BEHIND THE STORY OF PROJECTS
BACKSTORY 2014 — 2017
COLLECTION OF WORKS
JAY JEON
BEHIND THE STORY OF PROJECTS
BACKSTORY 2014 — 2017
COLLECTION OF WORKS
JAY JEON
BACKSTORY
© 2017 All rights reserved. No part of this publication can be reproduced without express permission from Jay Jeon.
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JAY JEON
Tikkun olam
BEHIND THE STORY OF PROJECTS
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JAY JEON
BACKSTORY
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INDEX
JAY JEON
BEHIND THE STORY OF PROJECTS
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BEYOND THE SCREEN
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CONTOUR
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PARQ
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LIFEBEAM
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EYE CANDY
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KOREAN CORRUPTION
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ECOLOR
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FROM
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JAY JEON
BACKSTORY
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01
PROJECT 01
BEYOND THE SCREEN
BEYOND THE SCREEN CATEGORY
Interactive Video Mapping Festival DISCIPLINE
Branding / Printed Matter
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JAY JEON
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BACKSTORY
BACKGROUND
Beyond the Screen is an interactive video mapping festival. The interactive video mapping is a spatial augmented projection art that is three-dimensional. Beyond the Screen alternates visual performances, installations, architectural mapping, and workshops. Demonstrating features of the festival to professional and general audience, this project is designed to embody easily recognizable and clear visual identity for all participants to fully comprehend and experience the festival.
CLASS
Visual Systems 1 INSTRUCTOR
Julia Lemke PROJECT
Beyond the Screen
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11
JAY JEON
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BACKSTORY
PROCESS
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PROJECT 01
BEYOND THE SCREEN
STRATEGY & CONCEPT
One crucial feature of the project includes interactive brand experience of the transition between flat 2D surface and spatial space, as the two-dimensional beam converts into three-dimensional projection the moment it encounters an object. To display this interactive experience, apparent and comprehensible visual expression was designed to approach general target audience.
BRAND ATTRIBUTES
Interactive Spatial Elemental Vibrant
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JAY JEON
BACKSTORY
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VISUAL SYSTEM
Typefaces & Color Scheme
Helvetica LT Std_75 Bold
Helvetica LT Std_65 Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456
abcdefghijklmnopqrstuvwxyz123456
7890!@#$%^&*()_+-
7890!@#$%^&*()_+-
Blend Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-
BLACK
PMS 179-3C
WHITE
PMS 4501
JAY JEON
BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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PROJECT 01
BEYOND THE SCREEN
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JAY JEON
BACKSTORY
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BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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JAY JEON
BACKSTORY
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+ Projection Screen
= 3-Dimensional Space / Object
PROJECT 01
BEYOND THE SCREEN
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BEYOND THE SCREEN
May 19 — 21
BEYOND THE SCREEN
2017
Artist_DJ Artist
May 19 — 21
2017
TICKET
BEYOND THE SCREEN Festival 2017 YBCA Theater
Patron# 26650
NAME ARTIST NAME TAG 00:00
AKL 171103
TER CTR
Fri May 19 2016
90.00
931 / 2000
LOCATION
BEYOND THE SCREEN
Interactive Vid eo Mapping Festival In San Francisco
May 19 — 21
EXPERIENCE THE SPACE BEYOND THE SCREEN 2017
Performance
Music
Installation
Hiroaki Umeda Prism Filip Dujardin Adrlen Tirtaux Lodewijk Heylen
Flying Lotus Nosaj Thing James Blake Toro y Moi Taylor McFerrin
Biolive Polynomials Frequencies Loop Playground
BEYOND SCREEN FESTIVAL
JAY JEON
BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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JAY JEON
BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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BACKSTORY
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BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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BACKSTORY
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PROJECT 01
BEYOND THE SCREEN
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BACKSTORY
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PROJECT 02
CONTOUR
CONTOUR
CATEGORY
Inspirational Design Magazine DISCIPLINE
Branding / Editorial Design
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JAY JEON
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BACKSTORY
BACKGROUND
Exploring city by city, Contour is an inspirational magazine that fosters and exhibits creative designs characterizing its unique city. The magazine not only introduces exclusive works and design crews of the region, but also contours and discovers cities through design. The magazine is a quarterly publication that consists of informative and poster books. The informative book introduces exclusive studios, artists, and their stories in each city while the poster book is a collection of these representative artwork of the artists and their workplaces.
CLASS
Visual Systems 1 INSTRUCTOR
Julia Lemke PROJECT
Contour Magazine
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JAY JEON
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BACKSTORY
PROCESS
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PROJECT 02
CONTOUR
STRATEGY & CONCEPT
By focusing on editing story and developing concept to make collectable magazine, the “city� was categorized and conceptualized to bring the issue and information as more attractive. As each city reflects its unique business forms in the region and its own lifestyles, the magazine is valued as exclusive even as a back-issue.
BRAND ATTRIBUTES
Inspirational Collectable Motivational
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JAY JEON
BACKSTORY
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VISUAL SYSTEM
Typefaces & Color Scheme
Monoela Bold
Monoela Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+-
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+-
Fabrik Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*( )_+-
BLACK
PMS 9561 C
WHITE
PMS 179-8C
PROJECT 02
CONTOUR
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CONTOUR
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BACKSTORY
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PROJECT 02
CONTOUR
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BACKSTORY
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PROJECT 02
CONTOUR
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BACKSTORY
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PROJECT 03
PARQ
PARQ
CATEGORY
Advanced Parking App DISCIPLINE
UX & UI / Branding
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JAY JEON
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BACKSTORY
BACKGROUND
PARQ is an application to allow individuals seeking for a parking space to find with ease, especially in a large, populous city. Without any parking applications currently that show information regarding no-meter street parking, PARQ helps to locate and find any available parking spaces including specific street parking areas. This application serves navigation and payment functions, generating smooth process from driving to parking.
CLASS
Graphic Design 3 INSTRUCTOR
Michael Taylor PROJECT
Parking app
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JAY JEON
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BACKSTORY
PROCESS
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PROJECT 03
PARQ
STRATEGY & CONCEPT
Designed for smoothness and safety during every moments of driving to parking, PARQ differentiates itself from other applications by allowing users to utilize system by solely using their voice. Offering selections from street to public parking along with search range from the destination, voice functionality will ease the navigation process for users without having to touch the screen of their devices. It combines two features which are navigation and parking in one system that also easily locates vehicle that’s parked, provides routes, and essentially facilitates the complete parking operations.
DESIGN ATTRIBUTES
Easy Informative Smooth
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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PROJECT 03
PARQ
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BACKSTORY
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04
PROJECT 04
LIFEBEAM
LIFEBEAM
CATEGORY
Wearable-Tech Company DISCIPLINE
Re-Branding/ Package Design
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JAY JEON
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BACKSTORY
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BACKGROUND
Lifebeam is an artificial-intelligence wearable technology company. The technology was originally developed for monitoring astronauts, pilots, and special force through sensors in their clothes. It was then extended to general consumers. Unlike other companies making wearable products centered solely on fitness, LIFEBEAM products make detailed evaluation on physical status in daily life with the purpose of having a weareable future and advanced life.
CLASS
Strategies for Branding INSTRUCTOR
Thomas McNulty PROJECT
Lifebeam
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JAY JEON
04
BACKSTORY
SKETCH
Original Logo
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PROJECT 04
LIFEBEAM
STRATEGY & CONCEPT
Despite the sleek and high-end technology features of the product, the original logo resembled that of a medical product company, speaking wrong visual language to approach their target audience. The brand identity representing the products and the history were refined and re-branded to balance its technology with more finely contoured visual presentation and quality of the products.
BRAND ATTRIBUTES
High-End Innovative Sleek Accurate Solid
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BACKSTORY
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VISUAL SYSTEM
Typefaces & Color Scheme
Union Bold
Union Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-
Geogrotesque Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-
BLACK
PMS 179-3C
WHITE
PMS 179-14C
JAY JEON
BACKSTORY
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PROJECT 04
LIFEBEAM
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 04
LIFEBEAM
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BACKSTORY
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PROJECT 05
EYE CANDY
EYE CANDY
CATEGORY
Conceptual Bookstore Gallery DISCIPLINE
Branding/ Printed Matters
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JAY JEON
05
BACKSTORY
BACKGROUND
Eye Candy is a multi-format bookstore gallery designed to ultimately satisfy visual appetite of the artists, designers, and those in the field requiring creative thoughts. It is a collaboration with contemporary artists, designers, and writers to release limited edition of books, typeface, clothing, and objects. In addition to the bookstore, Eye Candy provides a space for collaborating artists to exhibit their works, a gallery for visual refreshments and consumption.
DURATION
6 Weeks TEAM MEMBERS
Jay Jeon, Mark John PROJECT
Bookstore Branding
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JAY JEON
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BACKSTORY
PROCESS
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PROJECT 05
EYE CANDY
STRATEGY & CONCEPT
The goal of this project was to express things that are aesthetically pleasant and alluring. The words, eye and candy, were literally expressed, directly translating sweetness and savory tastes onto the brand identity and system, using vivid colors.
BRAND ATTRIBUTES
Vivid Inspirational Instinct Exhibitorial
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JAY JEON
BACKSTORY
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VISUAL SYSTEM
Typefaces & Color Scheme
AT Osmose Medium
AT Osmose Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-
abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-
Helvetica LT Std Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz123456 7890!@#$%^&*()_+-
BLACK
YELLOW
WHITE
MAGENTA
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BACKSTORY
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PROJECT 05
EYE CANDY
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JAY JEON
BACKSTORY
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PROJECT 05
EYE CANDY
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BACKSTORY
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PROJECT 05
EYE CANDY
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BACKSTORY
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PROJECT 05
EYE CANDY
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BACKSTORY
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PROJECT 05
EYE CANDY
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BACKSTORY
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BACKSTORY
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PROJECT 05
EYE CANDY
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
KOREAN CORRUPTION CATEGORY
Storytelling Printed Matters DISCIPLINE
Editorial Design/ Visual System
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JAY JEON
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BACKSTORY
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BACKGROUND
This publication is about the Korean President who conspires with her old friend, Choi Soon-Sil to wrongly seize millions of dollars for personal gain. President has been identified as a criminal suspect and the corruption of the Blue House has been exposed that aroused anger and shock among the general public. On another side of this event, there’s disinterest and lack of participation of people in politics. These printed matters are designed with the objective to highlight the importance of awareness in politics, and of voting by which people exercise democracy and power in their hands.
CLASS
Visual Systems 3 INSTRUCTOR
Sean McGuire PROJECT
Korean Corruption
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JAY JEON
06
BACKSTORY
PROCESS
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PROJECT 06
KOREAN CORRUPTION
STRATEGY & CONCEPT
One type of the printed matter created for storytelling is card sets. Each card set, a collectable product, describes Korean corruption in details. Another type of printed matter is a newspaper, designed to carry out message that impeachment itself is not the end of the problem, but to make wise choices in future is more crucial. Package design using red plastic sleeves also adds the sensation of exposing top secrets.
DESIGN ATTRIBUTES
Exposing Informative Message
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JAY JEON
BACKSTORY
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 06
KOREAN CORRUPTION
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BACKSTORY
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PROJECT 07
ECOLOR
ECOLOR
CATEGORY
Colored Pencils Package DISCIPLINE
Package Design/ Visual System
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JAY JEON
07
BACKSTORY
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BACKGROUND
Ecolor is a colored pencil brand for individuals who consider and support environment and sustainability. Featuring eco-friendly dieline, the package structure is consisted simply of folding techniques without use of adhesive materials. It can also save paper in the process of manufacture by having one piece of paper folded instead of numerous to build the structure. It contains woodless colored pencils, adherent to the eco-friendly quality.
CLASS
Package Design 2 INSTRUCTOR
Michael Osborne PROJECT
Ecolor Colored Pencils
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JAY JEON
07
BACKSTORY
PROCESS
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PROJECT 07
ECOLOR
STRATEGY & CONCEPT
Package design and structure of the product were created based on the concepts of “sustainable” and “eco-friendly.” One crucial element of the design was to display information about 36 colors of the pencils. Using recycled material such as craft paper was not an appropriate solution as the material lacks reasonable quality and price, furthermore, as it hinders visibility of the colors. Paper folding technique emphasizes durability of the structure as each fold tightly holds a pencil, and maximized use of a piece of paper.
DESIGN ATTRIBUTES
Eco-friendliness Durability Cost-effective Vivid
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JAY JEON
BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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PROJECT 07
ECOLOR
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BACKSTORY
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08
PROJECT 08
FROM
FROM
CATEGORY
Retail Store Package Design DISCIPLINE
Branding / Package Design
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JAY JEON
08
BACKSTORY
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BACKGROUND
We were asked to create a retail store with exclusive products that targets and fills the current market gaps. Through research and analyzation of generational spending habits, the current brand landscape and pinpointing target audiences, we found demands in a few specific areas. We found that consumers are looking for items with a story that support their desires for personal expression. Additionally, we found that there is a shift happening between the definition of consumer value. People are moving away from this idea of monetary value and instead, are searching for value in knowledge, value in craftsmanship and they are ultimately searching for a sense of connection to the world around them.
CLASS
Package Design 4 INSTRUCTOR
Michael Osborne TEAM MEMBERS
Brandi Steele, Jay Jeon Jessica Wonomihardjo Lisa Lindh
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BACKSTORY
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BRAND RELATIONSHIP
Brand
Consumer
Partner
Brand & Consumer
Brand & Partner
Our exclusive and high quality products have the same status as transparency.
Our brand makes a story and special collaboration with Partners as craftsmen.
Also, our products do not only give goods optimally and reliably, but also introduce and communicate the value and story of our products.
Consumer & Partner Through the collaboration products, we want to share and communicate our value.
And we disclose where our workpieces come from, from what they consist of and who make them in the products.
PROJECT 08
FROM
STRATEGY & CONCEPT
From is a store that designs and collaborates with local craftsmen. Each product has a story that promotes transparent production, creating value and opportunity for self-expression within the guests. The From store functions as both a retail store and exhibitory experience aimed to interact with the audience sharing our core values of transparency, self-expression, and partnership.
BRAND ATTRIBUTES
Partnership Self-expression Transparency
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BACKSTORY
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VISUAL SYSTEM
Typefaces & Color Scheme
Untitled Serif Regular
Tiempos Text Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-
abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-
Univers LT Std 55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-
BLACK
CRAFT PAPER
WHITE
PMS 179-3C
JAY JEON
BACKSTORY
BRAND STORY
This brand will design, manufacture and distribute in close collaboration with local craftsmen and business. (Partnership) Each product has a story, the brand will describe where the pieces come from, what they consist of and who makes them. (Transparency) In this way the brand wants to communicate the value and quality of the products, giving the opportunity for the customer to express his or her own self image. (Self-expression)
BRAND VALUE
Partnership Self-expression Transparency
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PROJECT 08
FROM
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BRANDSCAPE
Upscale
Experience
RH
Berkeley
Quitokeeto Heath Ceramic William Sonoma
SF MOMA
Pottery Barn
Couple Boomer Kinfolk
EQ 3 Crate & Barrel
General
Personality Ikea
Everlane
Muji Target
Affordable
Main Target: Late Millenials Secondary Target: Millenials, X -Generation Third Target: Everyone, Babyboomer
BRAND LINE
JAY JEON
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BACKSTORY
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BACKGROUND
“From Basic� is a line of beauty & personal care items. This label is designed to be the essential skin product for the consumers who need simplicity in their daily routine. It holds the core values of the brand, while ultimately creating a recurring consumer base. We believe in making effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics. We believe our products have a good value based on ingredients that we use and by the people who craft the products.
BRAND
From: Basic PRODUCT LINE
Homeware product DESIGN ATTRIBUTES
Transparency Self-expression
PROJECT 08
FROM
JAY JEON
08
BACKSTORY
DESIGN STRATEGY
Upholding the value of transparency, simplicity and clear presentation of the product information were the goals we strived for. Concise and transparent description including when and by whom the products were made plays an essential role establishing a more confiding relationship between crafters and consumers.
PRODUCTS
Shampoo Conditioner Soap Body Scrub Body SoufflĂŠ Hand Lotion
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BACKSTORY
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PROJECT 08
FROM
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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BACKSTORY
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BACKGROUND
“From Home” is a line of home goods and decor, designed to bring personality and value into any home. This curated line of products can be mixed and matched to amplify any personal style. Each item has a story, based on its history from concept to production.
BRAND
From: Home PRODUCT LINE
Homeware product DESIGN ATTRIBUTES
Transparency Self-expression
PROJECT 08
FROM
JAY JEON
08
BACKSTORY
DESIGN STRATEGY
Design of the products were centered on effectively delivering stories that each product carries, stories that identify the product. To add closer connection between crafters of the products and consumers and to effectively deliver stories, a letter form was used that makes consumers feel as if they’ve received a hand-written message. Along with the letter, an image with information about the product and the crafters was added.
PRODUCTS
Basic Cup Plates Cereal Bowl Wine Glasses Coasters Cutting Board
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BACKSTORY
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PROJECT 08
FROM
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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PROJECT 08
FROM
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BACKSTORY
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BACKGROUND
The “From Partnership� brand is the most individual of the overarching store labels. While adhering to all the overall core values, this label independently communicates the aspect of partnership for the From Store. Every quarter, the From brand partners with a local business collaborate to create new edition of the products. By introducing such flexibility into the store, space is left for adaptation and change within the demanding markets.
BRAND
From: Partnership PRODUCT LINE
Local craftsman products DESIGN ATTRIBUTES
Transparency Self-expression
PROJECT 08
FROM
JAY JEON
08
BACKSTORY
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DESIGN STRATEGY
For this initial edition, we partnered with a local ceramics artist, Julia Lemke. Her brand Totem Co., based out of Berkeley, is a collection of homeware and jewelry inspired natural forms, simplicity and traditional craft. All her products are made by hand, then designed through her special glaze chemistry process. The packaging for this edition was inspired by Julia’s scientific processes and artistry in her pieces. Each and every box, is as uniquely designed as the product it holds, giving each unit, its own personal narrative.
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BACKSTORY
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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BACKSTORY
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PROJECT 08
FROM
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JAY JEON
BACKSTORY
Thank You,
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PROJECT 08
FROM
Mom, Dad, Brother and Yun
Without your support and sacrifice, I could never have done it. It is time to payback! Teachers
Mary Scott, Thomas McNulty, John Nettleton, Michael Taylor, Michael Osborne, Julia Lemke Sean McGuire, Ariel Grey
Friends and Colleagues
Inkinman, Brandi Steele, Mark John Mangayayam, Maria Elena Wong Chang, Alireza JaJarmi Manual Creative Team—Tom, Patricia, Eileen Lee, Jenna, Daniel, Tanner, Frank Chums Design—Chamindri Wijemanne
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JAY JEON
BACKSTORY
Production
Graphic Imagery The Key Printing & Binding Material
Mohawk Super Fine Ultra-white Eggshell 80T Typefaces
Gräbenbach Regular Photography
James Han Dustin Soriano Contact
hello@jeonjay.com +1 415 696 0878 jeonjay.com
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