Portfolio of Jaclyn Le

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

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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

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ik Polit lliert ro kont ilien m a F ung Plan

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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.