Design Process 3 Spread the Word 7 Gender and Mobility Project Outcomes 11 PH7 Water Product 12 Javelin Book Jacket 13 Sufjan Stevens Editorial 14 US Rags Marketing Plan
Portfolio
15 Cinespace Identity 16 Venus Infers CD Sleeve 17 Broken Social Scene Album
Jaclyn Le
of
18 Earth2Jane Webcommunity
Design Process
Walking through the
Design process Design Process
3 Spread the Word 7 Gender and Mobility Project Outcomes
+Methodology
Spread the Word
Spread the Word
Portfolio of Jaclyn Le
promotion
+
interaction Street Interviews To find out what the people of Cologne know about KISD,
Project brief
we taped informal interviews of locals asking them “Do you
The goal of this project is to find innovative ways to spread
almost no-one knew about KISD, and for some people, it
the word about KISD locally and beyond, and additionally
was difficult to make a connection between KISD and Köln
to look for places where design is needed. This need
International School of Design. The film footage was used to
should be connected to the potential we have at KISD.
emphasize our point that something needed to be done.
We defined the target area of apprx. 500 meters radius
Roleplaying
around KISD and searched for visable traces of KISD through signage, maps, and print media. Additionally the existance of KISD on the internet was searched via wikipedia, social networking sites, and google listings.
Know KISD?” The outcome from these interviews was that
We wanted to experience how easy it is to find KISD using signs and public transport from Brüsslerplatz which we identified as a key area where people who would be interested in finding the KISD would be travelling from. We found that absolutely no signage exists indicating where KISD is or how to get there.
Participants: Aly Blenkin, Ankur Seth, Fiona MacLellan, Hanna Kulin, Kate Ivey-Williams, Kwan Phonghanyudh, Lenka Petzold, Omar Gerardo Chacón-Yela, Samara Tanaka, Vassiliki Tsaknaki
Spread the Word
visibility
Raising Awareness √ Finding KISD √
possibility √
Creating a channel
Portfolio of Jaclyn Le
Donating KISD Annual Reports to Cafes We started an initiative for promoting KISD by giving the Annual Report publication of KISD as a gift to 4 trendy cafes in central points of the city. This way, people drinking their coffee could take a look at the KISD Annual Report and be informed about what KISD is and what we do. The feedback from all the cafes which we gave the book (“Cafe Fleur”,”Hallnackenreuther”,”Holtmann Ludwig”,”Coldmund”) was positive and they placed it in a central place inside the cafe so that all their visitors have access to this.
Spread the Word
Portfolio of Jaclyn Le
Putting KISD on the Map To increase awareness among people on public places through subtle change, we wanted to put the name of KISD on maps including maps at tram stations, tourists maps, public maps, directions & signs, station signs, bus stops, bike signs, bars, cafes, and street furniture. We created vinyl stickers with “KISD.de” which we stuck on transportation signage. Stickers were stuck in locations with heavy foot-traffic including on maps and public places to raise awareness of KISD. “KISD.de” stickers were distributed to KISD students to encourage active involvement in spreading the word. The Köln tourism office and KVB were contacted about future prospects of having KISD added to their maps.
visibility
Raising Awareness √ Finding KISD √
possibility √
Creating a channel
Spread the Word
Portfolio of Jaclyn Le
Creating a communication channel The Friday Presentations at the KISD are open to the public, but people are not taking advantage of this due to lack of awareness that this exists to the public. We want to emphasize that everyone is welcome to take-part. To accomplish this, we created flyers inviting people to join us that have a perforated invitation attached. People are asked to submit their design rants no matter how trivial. How would the people find the flyers? Through magenta boxes on wheels around the city in select locations. The boxes would have text inviting people to interact with it by opening it and taking an invitation. Every first Friday at 11 am, the received flyers are posted on a wall in the entry hall of KISD. Several of the more interesting flyers are selected to be discussed in between the presentations.
visibility
Raising Awareness √ Finding KISD √
possibility √
Creating a channel
On the box and the flyer, we mention the url to the KISD Design Rant blog that is available for people to use to post their design rants. On this blog, people can also read the design rants of others, vote on the importance of the design problem, and discuss the problem.
BILDU
NG
women and their specific mobility needs in 2025.
“H
Scenario Construction After much deliberation, we collectively identified 13 influencial
Wachsende Dienstleistungswirtschaft, Mobilität verbleibt hoch
+
Home offices Büros zu Hause Equal status for diversify mobility diversifizieren women and men patterns Mobilitätsmuster
1 2
Restrictive working Double role conditionsEinschränkende alter Arbeitsbedingungen for women mobility
+
1 3
Growing service economy, mobility remains high
+
1
2
Traditional role for women
1
Büros zu Hause diversifizieren Mobilitätsmuster
+
Gleicher Status für Frau & Mann
Happy Home Szenario
3
1
verändern Mobilität
Traditionelle Rolle der Frau
Gleicher Status für Frau & Mann
Doppelrolle für Frauen
Rolle der Arbeitsorte
Darstellung der Geschlechterrollen
factors effecting women and mobility in the future.
1 2
Einschränkende Arbeitsbedingungen verändern Mobilität
+
Doppelrolle für Frauen
Material World Szenario
1 3
Wachsende Dienstleistungswirtschaft, Mobilität verbleibt hoch
+
Traditionelle Rolle der Frau
Women’s World Szenario
Participants: Janine Bohley, Bastian Boss, Christian Büry, Vildan Emuce, Jakob Florczyk, Carmen Johann, Julia Maschkewitsch, Idit Minka, Katharina Seeger, Florina Trost, Erik Wedeward
LE nz UEL T iste VIRT BILITÄ e Ko-eerx undt tä ch h MO nis isc bili
ien amil ne F Offe rukturen t S
Arbeit ist Leben
Gesellschaft differenziertzwischen Freizeit & Arbeit nges Lern en”
“Leb
ensla
Re d de Rolle uzie r F d run am er g ilie Fra de ns u in r tru ktu r
Volkswagen which aimed to identify future scenarios for
au Frau pt al er n s äh rer ”
Ge n & eun bu st dl rte eig ich nra en es te de
This project was a joint effort between the KISD and
Elite als W & Bildu ettb ng ewe rb
Basis
Kenn tniss
e
werk Netz vice Ser chaft lls Gese
ik Polit lliert ro kont ilien m a F ung Plan
-
OR FAMGANIS ILIE ATIO &L NV Fa m EBE ON Ar ili be en N ite fr
Project Overview
LIEN FAMIKTUREN U R ST
ganzheitliche Work-life Balance
S TÄT BIL MO TEN
ario
WORK-LIFE BALANCE
S r KO de en ten eib Ar t bl All iltä er b teu n Mo ste te Ko eu ts s h itä al bil rter Moiswe e pr
ario
Portfolio of Jaclyn Le
ür nf t ste iltä Ko b en Mo teig an s em tr ex
ario
Gender and Mobility
Gender&Mobility
l & itte er nz l der ortm zdn ina er itte u n g p a z a s n om ung d ortm in iche ttel Abb ran inan u D g n m e n T m o ntl mi DER ME io to iter nsp t w n s D u e o o o e u y e t e l l A rwe Tra b el h D M rm ph öff spor ZEN SYSTE evo E hen tlic Auto T gen Virtu ltät Ha von ueller R n n e e U e a G er bi N LEN lic Tr öff & om d Mo virt ethn ent E-H öff Innovationen stopt Aufteische OBI M ilung Erw ärmung Mult ik Gese ulturelle Langsame aber stetige K llscha Wirt eth rise zw ft globale Erwärmung scha polit nischen ischen ft ve is G r c r la Rolle he U u ngsa Gese Stark ansteigende nterd ppen/ ntau Restriktive llscha mt s r c ü h en c Erwärmung,keine Ress fts kung Arbeitsbedingung tät ourcen Abbre Modern übergreif bili Mo ren e zie is nd chen a modifi der T tion/ ROL LE DER Fraue A radit u ionen Wirt fblühen Män n & elle RELI UMWELT scha ition gleic ner sind ft ab de Traduenrolle TRADGION & hges 2010 tellt Fra ITION me Offices Ho A nha Aggre en veränderten insta ltende K Dom ssive Frau tellt r bile Mobiliätsin er & Polit ise der F anz änn leichges ten M ik hal Ver rau g sind EIN
F DER LUSS AUF DFRAU GESEL IE LSCHA FT
olle pelr Dop r Frau de
GUNG USLE LECHTER A E I H D ESC N G DER ROLLE
Service Anwachsen des tät Wirtschaft, Mobili bleibt konstant
ROLLE DES ARBEITSPLATZ
AUS AUF DWIRKUNG FINAN IE ZKRIS E
Gender&Mobility
Observational Studies To document the travel patterns of women through different means of transport, we conducted observational studies in the following environments: • bikes through the suburbs • driving by car to and through Amsterdam • taking the RE and ICE to Frankfurt Airport • studying the people waiting for their flights at the airport
Portfolio of Jaclyn Le
Gender&Mobility
Portfolio of Jaclyn Le
Influencial Factors
EINFLUSSFAKTOREN
The factors we identified in 2 workshops with VW.
GRUNDSZENARIEN
Con Bike
These factors created the first basic scenarios.
SUMMY
Main Scenarios
Happy Home THA UP IE N AR SZ EN
EINFLUSSFAKTOREN
Based on the initial scenarios, we developed
GRUNDSZENARIEN
Women‘s World
Material World
The Jetsons Shared Commune
Nomadic Society
3 main groups of scenarios.
Happy Home The Jetsons
Sub-scenarios
Shared Commune
Nomadic Society
Happy Home THA UP IE N AR SZ EN
EINFLUSSFAKTOREN GRUNDSZENARIEN
Urban Woman Women‘s Rush
foundation for later development of concepts.
Patchwork Service Community
Environments
SUMMY The Jetsons Shared Commune
Nomadic Society
Happy Home THA UPRIE N NA SZE
EINFLUSSFAKTOREN GRUNDSZENARIEN
Urban Woman
GT
Women‘s Rush
BIMBA
Women‘s World
Material World
SU B- N NA RIE SZE
UMGE
BUNG
EN
The environments also know as the womens lifestyles
Latte Macchiato Mothers
were developed from the sub-scenarios. These women
My Little Town Patchwork Service Community
Work is Life
LAMA
are the foundation upon which the concepts are based.
Concepts
SUMMY
Con Bike
The Jetsons Shared Commune
Nomadic Society
Happy Home
EINFLUSSFAKTOREN
Urban Woman
ReiseMobil
GT
Women‘s Rush
Business Kutsche
Tik Tak Taxi
BIMBA
Shopping Commuter E-Schuhe
PTHAU IEN NAR SZE
GRUNDSZENARIEN
Material World
Women‘s World
SUB IEN NAR
UMGEB
Patchwork Service Community
EN
KON
ZEP
TE
SZE
Latte Macchiato Mothers Spong
My Little Town Work is Life
UNG
Daddy Car
LAMA Teen Car Mobile Shop
Urban Woman
developed. These go into further detail and offer the
My Little Town Work is Life
EINFLUSSFAKTOREN
Within the main scenarios, 9 sub-scenarios were
Latte Macchiato Mothers
Women‘s World
Material World
SU B- IE N AR SZ EN
Based on the environment, main and sub-scenarios, and the influencial factors, 20 modes of mobility were designed. 12 were unveiled for year 2025.
Business Kutsche
Tik Tak Taxi
GT
Women‘s Rush
BIMBA Shopping Commuter
PTHAU RIEN NA SZE
GRUNDSZENARIEN
Material World
Women‘s World
SUB IEN NAR
UM
UN GEB
Patchwork Service Community
KON
ZEP
TE
SZE
Latte Macchiato Mothers Family Car
My Little Town Work is Life
GEN
LAMA Teen Car Mobile Shop
Daddy Car
Project Outcomes
Design Process Project Outcomes 11 PH7 Water Product 12 Javelin Book Jacket 13 Sufjan Stevens Editorial 14 US Rags Marketing Plan
the
Project
15 Cinespace Identity 16 Venus Infers CD Sleeve 17 Broken Social Scene Album
Outcomes 18 Earth2Jane Webcommunity
Portfolio of Jaclyn Le
PH7 Water Product According to the Beverage Marketing Association, one in every two Americans consumes bottled water which regularly, amounting to $4 billion domestic sales annually.1 In a homogenous product market such as water, packaging plays an integral role in differentiating a product from its competitors and also in giving value to a product. I conducted a series of informal interviews which helped to identify problems that people have when purchasing water. The key driver that influences consumers to pay a premium for it as opposed to tap water is the perception that bottled water is more pure. According to a study conducted by the Natural Resources Defense Council, a third of the bottled water tested for contaminants contained some levels of contamination.2 When consumers are purchasing water, the purity of the water content is their primary concern. How does one know that the water they are purchasing is safe to consume? The next phase undertaken was to conduct desk research on different methodologies for testing the purity of water. The solution proposed was that the label of the product could be made of litmus paper. Using litmus paper was an effective solution, because we could satisfy two needs— allowing consumers to measure the purity of the water while still functioning also as a label.
1
Beverage Marketing Association, 1998 data cited in “Advertising & Marketing: Waterlogged,” Los Angeles Times, p. D5. 5 May 2008.
2
“Bottled Water Pure Drink or Pure Hype?” March 1998. Natural Resources Defense Council. 5 May 2008. < http://www.nrdc.org/water/drinking/bw/chap1.asp >.
Portfolio of Jaclyn Le
Javelin Book Jacket The aim of this cover-design was to explore the following questions: What is the function of a book cover? Is it simply package design? Is it a form of advertising? The title type takes on the form of a javelin. The saturated orange color of the title was selected to contrast with the image. The javelin shape is brought back again in some of the interior spreads to draw the reader into the book and also to tie the book jacket with the body copy.
Portfolio of Jaclyn Le
Sufjan Stevens Editorial
Folk singer-songwriter Sufjan Stevens writes whimsical, reflective, quiet songs. The aim was to capture the mood of his music through color and typography. To integrate the photograph of Sufjan with the rest of the composition,the lyrics from some of his songs were used to create a pattern that grows from the plaid pattern of his shirt.
Portfolio of Jaclyn Le
US Rags Marketing Plan For this marketing project, we developed a comprehensive marketing plan for the company US Rags which included a situational analysis, key strategic decisions, advertising objectives and strategy, analysis of our target market, creative strategy, media planning, media budgeting, and marketing objectives. A few screenshots of the presentation which briefly overviews the points in the marketing plan
We conducted market research for the company, put together a marketing plan to increase brand awareness in the U.S., implemented launch party on our campus (which included a fashion show for the Spring 2008 line), and designed all parts of the advertising
2. KEY STRATEGIC DECISIONS
The objective of our campaign is to increase brand awareness and recognition which will in turn increase sales. In doing this we want to reposition the brand in order to get away
general target audiences. Our out-of-home advertising will be creatively and strategically placed at commuter, social, and general high traffic touch-points to gain attention in cities and
than is currently purchasing U S Rags clothing in the U.S. This
neighborhoods. Public relations will acquire positive publicity
strategies to target both the ultimate consumer and reseller.
vital to creating a strong brand identity, which is important when trying to stand out in a congested industry.
ads will be placed in magazines with both niche and more
current decade. We also want to appeal to an older market
To achieve our objectives we will use various promotional
Maintaining cohesiveness among all these image factors is
ads, out-of-home advertising, and public relations. Print
from the 1970s characteristic and be seen as a brand that is
will be achieved by making the entire brand appear more
advertisements, posters, magazine advertisements, etc.
To reach the ultimate consumer we will promote using print
inspired by music, art, and culture from past decades and the
mature through marketing and stronger, more creative designs.
campaign which included out-of-home wrapped bus
that reaches targeted audiences with a more trusted third party voice that our other promotion efforts. Lastly, appropriate steps will be taken to appeal to the reseller market in order to increase U S Ragsâ&#x20AC;&#x2122; level of distribution, such as targeted public relations and buyer discounts.
12 | Fall 2007 US Rags
An example of a spread in our 34-page marketing plan which was designed in a magazine format
Participants: Nick von Zumwalt, Julia Kaopua, Janice Fong, Greg Goggin, Sara Sotoohi
Portfolio of Jaclyn Le
Cinespace Identity The objective for this project was to create a new identity system for Cinespace to replace their current dated designs. The criteria is that it embodies the trendy atmosphere of the venue while also communicating that the mark is for a film related company. Defined objectives: • create an abstracted mark that alludes to the idea of space • communicate through the logo that the brand is film‑related Initially I created a series of sketches but ultimately decided to experiment with creating letterforms out of film and photographing the results on a lightbox.
Portfolio of Jaclyn Le
Venus Infers CD Sleeve This was a freelance project for a local indie band with female vocal melodies that are dark, melancholic yet sweet, and eerie. Indie rock bands seldom have female lead vocalists, so this was one of the qualities that differentiate the band from similar groups. For this reason, my primary objective was to allude to the femininity of the band in a subtle way. Ultimately the warm, muted color palette was selected for its sweetness, and the use of curves was to give the design a feminine touch.
Portfolio of Jaclyn Le
Broken Social Scene Album For this redesign of the packaging for “Feel Good Lost,”
recurring visual element in the design. To be consistent
the objective was to capture the lush soundscape and
with the design of the booklet, the exterior of the CD
give the perception of added value through the packaging.
packaging was built out of canvas, hinges were built
Broken Social Scene is a band with a moody, dark, organic,
into the spine, and the interior was lined with velvet-
full sound. I listened to the album on repeat from the start
paper to give the illusion that the exterior package was a
until the finish of this project to ensure that the feeling of
typewriter suitcase. For the booklet, textured watercolor-
the music would guide the visual direction of the design.
paper was selected so that the colors would be vibrant
Their self-titled post-rock debut album prior to this release
and also for the organic quality of the paper texture.
was completely instrumental. With the “Feel Good
The different textures in the packaging and the color-story
Lost” release, the band introduces vocals for the first
of the booklet allow users to experience the music visually
time into their music, so I chose to use typewriters as a
and through touch to compliment their auditory experience.
Portfolio of Jaclyn Le
Example of Earth2Jane content
Example of Earth2Jane Game
Examples of Earth2Jane Packaging
Earth2Jane Webcommunity As project manager, I developed an online community
storyboarding, designing the framework of the
for the tween girls life-style brand Earth2Jane which
website, designing the user interface of the web
included an online-zine and interactive games.
games, and creating the content for the zine.
My duties included taking the project from concept to implementation-- managing the team of artists and programmers, creating the concept for the website,
Credits: G Studios LLC, Beth Heapy (illustrator), Linh Nguyen (illustrator), Kim Winderman (artist), Chris Newton (programmer)
Additionally the „Jane‘s Design Diary“ includes packaging for Earth2Jane which I designed.
Thank you for your consideration.