W
J
Portfolio
2021
er e ? e re ? th e re e ? t h e re ? t h e re ? t h e? th e re ? t h e re ? t h e re ? t h e r
th
ther e? t he
re
?
ther
th e?
e?
ther
er
re ? t h e re ?
th
the
e ?t h e re? t h
r
e?
t h i s way ? t h i s wa y? this ay ? t h i s wa wa y? is w y ? t t th his his way y? w ? a t y his ? th w ay ?
sw a
is
t
wa
s hi
y?
wa
way ? ? this
y? t hi s
way is th
t h i s way ? t h i
y?
wa
y? this w a
t w
a t way ? t h
wa
y?
th
ha
at
t
e?
h e re ? h e r
?h er e
re
her ?
?h e re ?
re ?
re
he
?h e
re e? h e re ? h e re ? h e er e? he re ?h er e? he r ?
re
e h e re? h
he
re ?
?h er e?
r
re
y?
he
t h a t way ? t h a t
wa at h t way ?
e?
he
th
h e re ? h e re?
?
y?
e?
re
wa
he r
he
? that
he
h
Sometimes in the wind of change we find our true direction.
ay
at
wa
y? t h
Profile N N
Education
Lee Jo-Wearn
2008 - 2013
PMR & SPM
03 / 03 / 1996
2014 - 2015
STPM
Penang, Malaysia
2017 - 2018
Logo Rationale
2019 - 2021
Rooster Weather Vane
SMK Seri Nibong SMK Tunku Abdul Rahman
Cert in Japanese Language
Shinjuku Japanese Language Institute
Advertising & Graphic Design The One Academy Penang
(n.) Determine the wind direction. It represent as me being considerate in making decision to make sure everything goes in the direction I want.
illu
gn
si
illus
n
em
ht
Lr
gh
inde
m
s
ph
pre
Pr
t
pho
t
Language
pr
om lig
gn in
de
ro
Id
re pro
st ra tio
si
ie
Ai
gn inde
lu
si
ation il
hop ph
oshop
tr
os
Ps
ot
otosh
Software ligh
04
roo m li
Skill
Mandarin
English
Editorial
Branding
Packaging
Bahasa Malaysia
Japanese
Advertising
Illustration
Creative Thinking
Hello! Welcome, I’m Jowearn, a Graphic Designer. J
Freshly graduated from The One Academy Penang — ‘21. Specializing in branding & editorial designs. And I also enjoys drawing illustrations, exploring new ideas, and learning new things to improve myself. In my projects, I constantly look for harmony and styles that suits the projects most.
W
05
Design is a way of life, a point of view. – Paul Rand
1-28
branding Chang Kitchen Let’s Taste The Asia, LTTA
31-52
advertising Dettol TVC Pure TVC
53-60
packaging es i n
t he
Kitina Wake Me Up
ion .
es in the w
f d o ch
the es i n
fc h
eti m wi nd o
he
ed
t he ru s in e m rt eti u m o o S n. d et rectio fin om r true di u o e d n S i f e w . change ew ion. Sometimes in the wind of on ang e direct cti h u r c t e r f r u i o ed i nd o w i nd tru we f e direction. Sometimes in the u r t r r e u o u g d o n n d we fi our cha e fin ge e find Someti of nge w w a n h e c f d o g m a d es in the win n chan wi d of o he S n i t w in he nt es i s tim me eti m o
ti m me
in
om e
ire cti im on es .S in om t
e ng ha c f do w in
w
ire ct ru ed rt
ou we fin d
Little Things to Start Doing Today R00key
So me tim
t o i r ial d 61-82 e
001 08
The movement of the air is what makes the wind blow Some parts of the Earth receive direct rays from the sun all year and is always warm. Other parts receive indirect rays, so the climate is colder.
Warm air, which weighs less than cold air, rises. Cold air moves in and replaces the rising warm air.
002
jowearn lee
1| Chang Kitchen 2| R00key
003
i n a d r b
g n
branding
urs a movemen
t,
ce
It sp
n te
004
rs
ac
om
m
un
it y ,a
nd
b e co m e s p a r
peo t of
p l e ’ s l i ve s .
Every designer dreams of catching lighting in a bottle. It’s that moment when a brand — the product and the values it represents — catches fire and becomes more than just something to buy.
005 012
Chang Kitchen is one of the oldest Glutinous Rice Dumpling in Penang since 1975. Corporate Identity Group Members
Lee Jo-Wearn | Tan Jing En | Tan Yong Teng
013 006
chang kitchen
Chang Kitchen was originally rebranded from Feng Yi Dumpling. It is one of the oldest Glutinous Rice Dumpling establishments in Penang since 1975. The new logo formed by letters and elements into a shape of triangle - shape of a rice dumpling. The slogan, ‘a place for family’ aims to make people to feel warth and comfort like home. There are also workshop, exhibition and playground in Chang Kitchen. People can learn how to make bak chang in the right way and can engage the history of Chang Kitchen.
Logo Variation 007
branding Logo Combination
015 008
chang kitchen
009 016
branding
Icon Design
Each icon represents the departments in Chang Kitchen.
Color Palette
Typeface Masthead
Saffran ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*() C: 80 M: 10
Y: 80 K: 0
C: 5 M: 30
Y: 95 K: 0
C: 0 M: 65
Y: 75 K: 0
Bodycopy
Ariana Pro Regular Ariana Pro Medium Italic Ariana Pro Bold
C: 0 M: 75
Y: 20 K: 0
C: 70 M: 15
Y: 0 K: 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()
010
chang kitchen
011 018
branding
012 019
chang kitchen
ang Kitch Ch en
is a
p l a ce f o
rf
t o e at , h
am il y
av
ef
a
un, learn nd ther. c r e at e t o ge
020 013
branding
021 014 Menu page 1
Menu front cover
Menu page 2
Menu back cover
015
LTTA aka Let’s Taste The Asia is an International Asian Food Culture Fair. Corporate Identity Group Members
Lee Jo-Wearn | Tan Jing En
016
LTTA
There will be six countries — Thailand, Vietnam, China, Malaysia, Japan and Korea participating in this fair. Our target audience is adult aged between 21 to 30 extrovert, casual, easy-going people who like outdoor activity and hangout with family and friends. The venue is located in Taiping Lake Park because we want the event to be casual, fun and relaxing with nature surroundings. There are also workshops, games and exhibitions. People can develop culinary skills in cooking class and can learn the culture through the games. The games are designed to connect, learn, inspire and appreciate our culture.
017
Logo Variation
Bjola / Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% &*()_+
Berlin Sans FB / Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% &*()_+
Sofia Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
t e L
t e h t e s a A T s i s ’ a t
branding
! 018
LTTA
Color Palette
C: 0 Y: 20 M: 45 K: 0
C: 10 Y: 80 M: 25 K: 0
C: 20 Y: 0 M: 40 K: 0
C: 40 Y: 45 M: 0 K: 0
C: 50 Y: 0 M: 20 K: 0
C: 50 Y: 30 M: 0 K: 0
019
branding
020
Above is a booklet designed like a passport to give the visitors a feel of travelling to a few countries within the LTTA food fair. The content inside includes the event activities, event calendar, map, and ticket.
LTTA
021
branding
022
LTTA
Environmental Graphic Design
023
branding
031 024
025 032
branding
026
LTTA
034 027
branding
035 028
029
The wind is a very difficult sound to get. It’s always changing. Wind makes sounds when it passes through or comes into contact with an object. On a windy day, a multitude of sounds can be heard outside. One of the most prominent sounds you’ll hear is like whistling, some will sound like small objects falling or rolling and some sound is like objects rubbing into each other.
030
brandinglee jowearn
a dve win
fi f very di
cult sound to get. It’s a
lways chan ging .
Th
ew
038 031
n
ays changing. Th ew ’s alw
ind
is a
ve ry
dif fic ul t
is
so un
d
to
g .I et t’s
yd
u ffic di
ou lt s
It get. d to
i nd
er av
cu iffi
ry
d is a
rt
isin g
nd ou lt s
’s . It get to
alw ay sc ha ng ing .T
he
win
d is
ays alw
a ch
2| The Power Of 2 in 1
ng .T
i ng
1| Dettol TVC
he
wi nd
is a
ver yd
iffic ult soun d
to ge t . It ’ s
alwa
a ve ry d
if f i cul t
sound to
get. It’s always c hanging. T he wind
advertising branding
Advertising is communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. In today’s world, advertising uses every possible media to get its message through. The ideas and concepts are converted to create the visuals, text, layouts and themes to communicate with the user.
g
It is like a s
o
nd
u
d is a very dif fi cult sound to get.
032
It’s alw ays ch a
ngin g.
The
w in
di
sa
co
ve y
ing
m e s s a g e s to
e th
w
d. l r o
r ve
033
When human is able to conquer zombies, NO MORE ZOMBIE-LAND. Group Directed Study
Individual Work
034
zombie recover
035
In this world, instead of spreading the virus zombies are being chased by humans. Therefore, this TVC is to tell people to always wash your hands to destroy the bacteria. The campaign process involves script writing, storyboarding and animating, shooting webinar to sell the idea and create Youtube Ads to promote the TVC.
advertising
036
zombie recover
037
advertising
038
zombie recover
039
advertising
040
041
This integrated campaign invovles 3 main stages:
A
wareness, ctivation, mplification.
042
Group Directed Study
Group Directed Study
Group Member
Daniel Ho Wen Hong | Chiew Pei Ru | Lee Yen Sophia Sim Yi Ching | Tan Jing En | Lee Jo-Wearn
the power of two in one
043
The Power Of Two in One This integrated campaign involves 3 main stages, first, during the awareness stage, there are Print ads, OOH, Facebook and Instagram posts to increase awareness. Next, for activation, the Instagram Contest was created to encourage people into guessing the right answer online and at the event. For the event, it was held for 3 days at Penang Spice Arena. Lastly, for amplification, results and the winners will be shared online and during the event.
Infographic
advertising
Teaser Ad
044
the power of two in one
OOH Billboard
045
OOH Billboard
Facebook Teaser Post
advertising
Launch posters are placed at The One Academy Exhibition Hall.
the power of two in one
1. A W A R E N E S S - Launch Ad
047
Two In One ADVERTISING & GRAPHIC DESIGN PROGRAM
advertising Think like an advertiser, create like a graphic designer. Study for Advertising & Graphic Design program at The One Academy Art & Design College in Penang now. You will be exposed and trained through different topics such as Creative Thinking, Advertising Campaign, Design Fundamental, Packaging Design, Publication and so on. For more information, log on to www.toa.edu.my/penang. Come and join our event now! Venue: Penang Spice Arena Date: 18th-20th December 2020 Time: 10am-6pm
048
the power of two in one
Facebook Launch Carousel Ad
049
Launch OOH
advertising
Instagram Launch Post
2. A C T I V AT I O N - Instagram Contest
050
To participate, people need to guess the 2 objects that form the beautiful shadow and stand a chance to win away RM100.
the power of two in one
2. A C T I O N - Event
The Power of Two in One Event The Advertising & Graphic Design event is held in Penang Spice Arena. The event goal is to create awareness amongst target audience with the concept idea of the power of two in one. The message is to communicate with the merging of these two aspects, Advertising and Graphic Design in one course, it will help to multiply more than 100 job possibilities in the future. This event includes a series of light box installation, insta shadow challenge area, stage for sharing, information centre and rest area.
051
REST AREA STAGE FOR SHARING INFORMATION CENTRE
LIGHT BOX INSTALLATION
INSTA SHADOW CHALLENGE AREA
Rest Area
advertising
Stage for Sharing
Information Centre
Insta Shadow Challenge
052
060
Wind power is inexhaustible and infinitely renewable. It’s simple but it’s true. Wind is used to provide mechanical power through wind turbines to turn electric generators for electrical power. Wind power is a popular sustainable, renewable source of power that has a much smaller impact on the environment compared to burning fossil fuels.
054
jowearn lee e
us
ti
an
do
te l y
ren
ri
si
n
1| Kitina
a xh
e bl
ni nfi
ple
im ss
d
ri
si
n ex
h a u st i b
i nfin le and o
te l
y
n re
ri
si
ne
xh
au
st i
ble
po we
ue .
in
W
po we
062 055 i
nd
Wi
nd
pow
er is
i n ex h a u st i b l e a n d o n
W
in
d
we po
ri
ex
ha
ble
and
i te l y
tr
e. W
n si
i u st
in onf
i
t’s
ru
It’
st
le.
it’
ab
t’s
ew
. I t ’ s s i mp l e b u ble ti
an
do
nfi
nit
ely
r
en
a ew
bu
t it
’s i
t’s
tru
e. W
ind
po
we
2| Wake Me Up
el finit
yr
en
ew
I le. ab
t’
i a k g c a p
im ss
pl
e
b
i ut
t’s
g n
ren
le. ew a b
It’s s
i mp l e
e but
ind t r ue. W s ’ t i s ’ t i
p ow e r
i
aust i s i n ex h
d onfi
ing kag
n
h a s t h e po
we
s i mp
it’s packaging
r
to
c Pa
ble an
en i te l y r
’s le. It ew a b
ut le b
att
063 056
ra c
tc
on
su
m
er
s’
att entio
n and
ma
he p ke t
urchase.
Packaging design is the first impression of a product to consumers. It reflects the brand identity and brings the brand to life - from the visual appearance and feel of the packaging to its function and sustainability.
kitina
This packaging design portrays the essence of my mother, Christina Yin Kwai Sum. My mother likes to collect antique like fan, iron, baskets and many more. 064 057
Therefore, I plan to build a brand for vintage-style kitchenware and the name of the brand is based on her name.
packaging
058 065
wake me up by avicii
A
V
I
C
I
I
WAKE ME UP
CD album packaging designed and made with only hard card paper. Inside contents both CD and a lyric book. This album is created in the memory of Tim Bergling a.k.a AVICII.
066 059
packaging
067
061
Happiness comes the way the wind blows. ve I lo
fe the
eling o
f the fresh
air
on
my f
ac ea
nd
the w
ind blowing thro
ug
a yh m h
ir.
062
jowearn lee
edit
ve s
ea d e r
a s e n s e o f h a p p i n e s s . I t g i ve
s t he
rea d
er a
sen
se
of
070 063
ine
ss.
It
g iv
es
se
yo u
a
se
fh
i a l
e
ns
o
pp
a
ha
pp
ha in
er
se
ns
f eo
ve s t h e r e a d e . It gi ra n es s sen ppi
ha
of
ap
es s
ad
t he r
or pi
.I
ne
tg
ss.
It
i ve
g iv
es
ou sy
you
as
ens
as
e of
en
hap
se of
ha pp
.I
e
2| R00key
in
1| Little Things to Start Doing Today
ss
tg
i ve
sy ou
as
ens
eo
f ha
ppi
n es
s. It
g i ve
s you
a
pine
ss. I
t g iv
es yo
u a se
nse of
happin
es s . I t g
ives you a
sense of ha
editorial
Editorial design has a big impact on how written information is understood. An editorial designer has many things to think about, from typography to layouts to graphics and illustrations.
064
I t g i ve s t h e
r
ad
e
appiness. It gives yo
The goal of editorial design is to make publications attractive, visually interesting, and easy to read. Good editorial design is cohesive, clear, and draws readers in.
u a sense o
f happin
es s . I t
g i ve s
you a
sen
se
of
ha
p
er
sa
se
n se
o f ha p pi n
s es
.
pi
n
065 072
Here are 10 little things to start doing today and become a better version of yourself: Book Design Individual Work
066
little things to start doing today This is an motivation book to inspire people on being grateful in life and how to become a better person by just doing a few little things in starts from today. To make it more interesting, I used highlighter and pencil to create the handwriting typo. As the body text, I used sans serif typeface for a simple and casual mood.
067
editorial
Moreover, I also use bright colors like red, pink, orange, light blue and blue to make it more engaging and provide energy.
068
little things to start doing today
076 069
I
e s u
he t d
te c h n i q
ue
of
Co
pt
ic
b cS titc h to bin d my
editorial
077 070
k oo
.
071 078
R00key, a magazine for parents and it comes with a special edition for kids. Magazine Design Individual Work
072
r00key
In this assignment, we were required to create a publication based on a particular topic of our choice related to the keywords on the right:
B&W
080 073
Birds & the Bees + World
Above is the keyword I have came out with. Basically, bird and the bees is the meaning of sex education. The reason I chose this keyword is because it’s an interesting topic and it’s what now people forgotten and neglect of which give me more reason to choose this topic.
“
I’m really looking forward to being a part of baby’s life as she/he grows.
“
“
editorial
R00key is originally from the word ‘rookie’ which means a newcomer, a beginner. The name is to represent the beginner father and mother. I also swaped the double ‘o’ in Rookey to ‘zero’ which fits the meaning of newbie. To make the title stand out, I masked image of colourful texture of things that represent kids. I drew eyes on the zeros to add some cuteness.
081 074
Target Audience Parents age 33-40 who has kid Tone & Manner Informative, Gentle
r00key
075 082
editorial R00key is a parent magazine that helps moms and dads navigate every aspect of parenthood from pregnancy through the school years.
083 076
We get to the heart of the latest news and recommendations on kids’ health, safety, nutrition, behavior, and more to give parents the tools to raise healthy and happy children.
r00key | the love and the making
A special edition magazine specially made for children talking about the sex problems faced by them. We also help parents understand from a child’s way of thinking / perspective. Besides, it’s a great opportunity for parents to have or to start the topic with their children. It’s important for children to have sex education at early age.
084 077
Target Audience Young teen age 10-15 Tone & Manner Educational, Adoring
editorial
’s hat w ing your ns d e n Te rsta know g you e d r Un ing to ythin , Fo . g n gi gett . Ever bation facts. n a h d y is c ou an health astur t the y bod g to y stay sex, m e, jus r You penin you bout sham s hap y help now a re. No bod t to k nd mo wan sent, a ut ! con ck it o Che
085 078
r00key | the love and the making
079 086
editorial
087 080
Experimented on creating infographic in gameboard style.
r00key | the love and the making
Promotional Item
Keychain
088 077
There can be use as a normal keychain. You can also use it as a token in the boardgame in “The Love and The Making”, pg 23.
editorial
Poster
This poster filled with sex education knowledge can be placed in your kids room.
089 082
+6019 592 1889 jowearn.lee@gmail.com
B IG
behance.net/jowearnlee @blurrybeee
© 2021 Jowearn Lee. All Rights Reserved.
P E