2012 Industrial Design Portfolio - Joseph Nelson

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JOSEPH NELSON


Adaptable Down to earth Positive Adventurous


JOSEPH NELSON

Experience

j.w.nelson01@gmail.com +82 10 4963 0202

Designed and built a full scale clay model of a scooter concept for an Industrial Design studio in Shanghai, China. Great experience preparing a project from concept phase through to production ready.

Kitcar design and development @ DFF Automotive, Auckland, New Zealand, 2012 - Present

Working for this New Zealand based kitcar manufacturer and automotive design firm on developing their first race car prototype.

Computer

Motorcycle design @ Honda R&D, Auckland, New Zealand, 2011

Adobe Photoshop Adobe Illustrator Adobe InDesign Sketchbook Pro Rhinoceros VRay Wordpress

Worked with Honda R&D Europe Design Executive Paolo Cuccagna on a 125cc based concept motorcycle aimed at young people in a western market. Was a valuable learning experience working with such a well respected and talented designer.

Product design and development @ Fisher & Paykel, Auckland, New Zealand, 2004 - 2007 (Intern) During the summer breaks whilst completing my degree I worked on various design and production projects for this successful New Zealand based appliance manufacturer. Improved the comfort and workflow of the factory staff by designing more ergonomic platforms, storage racks and trolleys.

Workshop

Education

Freehand sketching Marker rendering Wacom rendering

Language English

Korean - Low-Intermediate

Massey University, Auckland, New Zealand, 2005 - 2009 BDes in Industrial Design – Division one, Second-class Honours.

Macleans College, Auckland, New Zealand, 1999 - 2004

Sketching

In charge of design and brand consulting for this Seoul based Brand Strategy company. Working within an international team providing services for Korean companies who wish to go global.

Clay Modeling and design @ DeXing Industrial Design, Shanghai, China, 2012 (Intern)

Skill Set

Foam modelling Fiberglassing Clay modelling

Brand design and development @ Relevant Matter, Seoul, South Korea, 2012 - Present

Calculus, Physics, Design, Economics, English

Memberships

Clotho transport design group, 2009 - Present

A transport design study group based in South Korea.

Motorcycle Designers Association, 2011- Present

Graduate member of the MDA. Joined to network and develop my knowledge of motorcycle design.


Honda motorcycles-Sponsored project 2011 Duration: 6 weeks

Reinvigorating youth motorcycle culture through design. In collaboration with


Young motorcycle culture is dying. Western 16-22 year olds beginning their journey on the road no longer see the motorcycle as a want or necessity for social interaction, commuting or fun as they did in the 1960’s. For this Honda R&D Europe sponsored project, I was to design a motorcycle to reinvigorate youth motorcycle culture.

New rider demographics

15-25 year olds

8%

26-40 year olds

31%

US Motorcycle sales

2008

2009

879,910

520,502

Generation Z

Our target age group makes up only 8% of all new riders. How can we attract Generation Z to the world of motorcycles?

60+ year olds

2010

2011

439,678

452,170

8%

41-60 year olds

53% Simila r to 19 sales figur 98! es


Brainstorming

Generation Z They love to socialise, meet new people and use social networking to communicate with friends and the outside world. They do not know life without technology and are often termed as digital natives. They are fast learners, highly creative and usually have a variety of skills as well as hobbies. They are adrenalin junkies and constantly need to be excited as they are easily bored. No longer are they interested in traditional sports such as basketball, soccer and football. But they love to watch and participate in extreme sports such as snowboarding, skateboarding and BMX. Motorcycle placement

Risk takers Sociable Digital natives

Thrill

Price($)

Diverse skills

Price($$$) Commuting

Expressive

Target user


Inspiration

Form and personality inspired by the pounce and leap of a fox and gazelle.

Form Language Goals • Lightweight • Alert stance


125cc Engine


Incredibly easy to use, affordable, lightweight and good for stunts. Perfect to entice young people into motorcycling. Engine and transmission Engine type: Displacement: Cooling system: Gear box: Final drive: Starter:

1 cylinder, 4-stroke, Single 125 cc Liquid cooled Manual 5-speed Chain Electric

Chassis and suspension Frame type: Front: Rear:

Steel tube Cartridge (USD) Mono shock, Swingarm

Dimensions Seat height: Wheel base: Overall height:

780 mm 1240 mm 1130 mm



Thrill

Skill

Social

A fun and exciting way to commute to school or work and play on during weekends. The bikes lightweight design and materials makes it easy to thrash around a park, ride off curbs and power it up staircases.

Develop riding and stunt skills in a safe and controlled environment. Using an app on your smartphone you can practice wheelies and other stunts safely by setting maximum angles and tipping sensors and turning on the GPS locater in case of emergencies.

Meet like-minded friends and learn off each other. Play and have fun! The younger generation can get out of the house for some real fun away from the computer screen. Keep friends up to date via smartphone integration.


3D CAD and Vray-Personal project 2012 Duration:2 weeks

Speedform: Underwater Inspiration.


Chosen underwater creature - Cowfish The idea for this project was to create a speedform from an underwater creature of my choice. I challenged myself by choosing a Cowfish - a slow and quirky looking creature. And so the process of design began drawing inspiration from this fish’s key characteristics to create something that looks fast even standing still.



Rhinoceros 3D Model


Scooter design-Internship project 2012 Duration: 4 weeks

Electric repower kit for Honda Zoomer.


Honda Zoomer original.

The brief was to create a battery shell design that can be a direct bolt-on to the original Honda Zoomer frame with no modifications needed. The cover would house 6 batteries totalling 1500 Watts of power. A quick little bike. I chose to go in a friendly, yet muscular aesthetic direction. Final surfaces were developed in clay.

Cardboard mock-up


Clay modelling

3D CAD form mock-up




Product design-University project 2008 Duration:4 weeks

Joey Stool. Furniture for kids.


‘Joey Stool’ is inspired by the practicality of the kangaroo pouch. While it’s cute and friendly aesthetic appeals to all children. Rotational molded using high-density polyethylene plastic The ‘Joey Stool’ is also safe and durable for children of all ages to use and enjoy.

Pouch ‘clips on’

Feet ‘screw in’


Fiberglass model


Electric scooter-University project 2008 Duration: 16 weeks

Keeping the environment clean and the commuter keen.


The brief for this project was to design a practical two wheeler that satisfies the needs of young commuters as well as having minimal impact on the environment. This meant creating a solution that was more efficient in terms of emissions, power usage, and getting the user to their destination on time, safely and reliably. The solution should have the essence of a traditional motorcycle in regards to giving the user freedom, agility and personal expression, but without the need for large engines, noise and exhaust fumes. I intended for the two wheeler to be gender neutral and suitable for first time riders. This required a friendly and un-intimidating approach to the form language.

Reasons for not riding a motorcycle

14%

24%

Parents’/Partner’s concern

22% 9%

Carbon Footprint

Cost

Impractical Not interested

31%

Scared

0% Electric vehicle usage for commuting.

Target User

26% Electric vehicle usage for commuting.

100%

50% Electric vehicle usage for commuting.

76% 54%

100% Electric vehicle usage for commuting.

8%

Chloe is a 23 year old University student and works part-time in a small coffee shop. Unfortunately lately, Chloe’s car has been playing up and has been costing her a small fortune in mechanical repairs. With her reliable transport needs on a small income: A maintenance free vehicle that provides her with freedom as well as the practicality needed for her studies is just what Chloe needs.


Form Language Goals • Friendly • Approachable

Ergonomic Studies


User Interaction

Folding seat for security and wet weather protection.

Storage space.



Hard Model


Brand Strategy for Tomatillo 2012 Duration: 4 weeks

Introducing craft beers to the Korean market.

NORTH FORT BREWING COMPANY


NORTH FORT BREWING COMPANY

Inspiration - Korean fortresses unique door shape.

Tomatillo is a South Korean restaurant chain serving So-Cal style Mexican food. They had the opportunity to create a line of micro-brewed beers in partnership with a boutique brewery just outside of Seoul. They wanted to create a brand that was unique and inspiring. The brand also needed to represent a foreign concept but with local origin. North Fort Brewing Company was launched in September 2012 with four distinct sub-brands linking different cultural icons with styles of beer. North Fort Brewing Company is a pioneer in bringing quality full-flavoured craft beers to the Korean market. Beer selection and brand story was done as a team. All design work for the brand and promotional materials were created by myself.

What’s in a name?

Shipjangsaeng (10 symbols of longevity) We incorporated symbols of longevity known in Korean as Shipjangsaeng (10 symbols of longevity) as our sub-brands under the parent brand of North Fort Brewing Company. We have used four symbols thus far: rock, pine tree, deer and crane allowing us to use the other 6 symbols (mountain, sun, moon, herb, turtle and water) in future additions to the beer range. By using Shipjangsaeng in our designs Korean people link the beers to giving a robust and healthy life.

Development - Early rough ballpoint sketches through to final illustrations.


Brand Story: NORTH FORT BREWING COMPANY Premium craft beers that combine the finest ingredients with Old World traditions while emphasizing the artistry of small batches can finally be found in Korea. North Fort Brewing Company embodies the craftsmanship and thoughtfulness of every beer that comes from our small brewery located along the spring waters of Gapyeong. Whether you’re drinking a traditional pilsner or a fresh and fruity hefeweizen, we’re proud to finally offer a beer worthy of any king. Today, You deserve a better beer.

Polo shirt design for bartenders.


Promotional posters for the sub-brands (Black Rock, Pine Tree, Red Deer, White Crane).

Old school American beer advertising concepts were used as inspiration to create the promotional material for North Fort Brewing Company. Using pin-up style girls and classic gentlemen, the idea was to intrigue the Korean customers by using a style that was foreign to them.


Thank you j.w.nelson01@gmail.com +82 10 4963 0202


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