JU LEE

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PORTFOLIO OF JU LEE

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PORTFOLIO OF JU LEE

PORTFOLIO OF JU LEE

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INTRODUCTION

D E D I C AT E T O M Y D E A R E S T FA M I LY

D E D I C AT I O N

PORTFOLIO OF JU LEE

ASSEMBLAGE

INTRODUCTION

{ 00 { 01 { 02 { 03 { 04 { 05 { 07 { 08 { 09 { 10

{ 06 072 CLEANING AIR IN

080

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BE UNIQUE AND INDIVIDUAL AS YOU ARE

102 THE CONTRAST BETWEEN

]

F A N TA S Y A N D R E A L I T Y

120 D E S I G N S T H AT A R E

]

EASY ON THE EYES

{ 10_1 { 10_2

{ 11

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URBAN AREAS

130 GOURMET FOOD OF THE BIG CITY LIFESTYLE 138 CULINARY ARTS WITH UPSCALE TOOLS

146 STYLIZED AND DISTINCTIVE GRAPHIC DESIGN

]

]

]

TA B L E O F C O N T E N T S

001 FOREWORD

]

002 O B S E R V AT I O N S T O C R E AT E PERFECT BALANCE

014 CONNECTING THROUGH

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PIXELS

030 T H I N G S T H AT G O B U M P

]

IN THE NIGHT

042 STORIES FROM STREETS, R O A D S , A N D B Y W AY S

052 DIFFERENT VOICES SINGING AS ONE

060 T H E F U N W AY T O SHAKE AND STIR

]

]

]

]

PORTFOLIO OF JU LEE

ASSEMBLAGE

INTRODUCTION

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FOREWORD

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ASSEMBLAGE

Various sources can be assembled into a new design through organized vision, and designers use inspirations to fuel their development. I use various resources to create a design, and I create projects based on inspirations, and through assembling all the pieces they become a new design. I believe all designers use as similar process I do. More specifically, classic style from the past integrated with modern design from the present, gives way to unconventional designs for the future, this process continues.

PORTFOLIO OF JU LEE

ASSEMBLAGE

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OBSERVATIONS TO CREATE PERFECT

CLASS

VISUAL SYSTEMS 2

PROJECT

INSTRUCTOR

NEW BALANCE

ESZTER CLARK

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]

PROJECT DESCRIPTION

New Balance shoes tend to be more expensive than other manufacturers.

To offset this pricing difference, New Balance differentiates their products with technical features, such as a blend of gel inserts, heel counters, and a greater selection of sizes, particularly for very narrow and very wide widths.

Considering old tradition of New Balance, it is appropriate using combination of classic and modern atmosphere at the same time, which shows long-lasting qualities to customers. New Balance was in observation the chicken’s three-clawed foot resulted in perfect balance. Based on this original and classical idea, I explored interesting ways how everything around the world make people feel comfortable, and give perfect balance.

DESIGN CRITERIA POSTER BROCHURE SPREADS WEBSITE

TARGET AUDIENCE F A S H I O N I S TA S FITNESS TRAINERS AT H L E T E S

GR 425

{ 01

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

VISUAL SYSTEMS 2

PROJECT

NEW BALANCE

INSTRUCTOR

ESZTER CLARK

| 005

PORTFOLIO OF JU LEE

| 006

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 2

PROJECT

NEW BALANCE

INSTRUCTOR

ESZTER CLARK

| 007

GR 425

PORTFOLIO OF JU LEE

| 010

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 2

PROJECT

NEW BALANCE

INSTRUCTOR

ESZTER CLARK

| 011

PORTFOLIO OF JU LEE

| 012

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 2

PROJECT

NEW BALANCE

INSTRUCTOR

ESZTER CLARK

| 013

GR 425

PORTFOLIO OF JU LEE

ASSEMBLAGE

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CONNECTING THROUGH

CLASS

TYPOGRAPHY 4

PROJECT

INSTRUCTOR

TYPE CONFERENCE

ARIEL GREY

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01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

Without computer technology, we cannot live on these days. From big to small, we are dependent at every junction in life on computer technology.

The main purpose of using technology is creating a life that is more convenient, in way we dreamed once.

However, is it only advantages? Long time ago before the computer technology did not dominate the world, we wrote a letter or met others for social community. Emotions throughout the atmosphere were not always good, but they communicated with actual moods.

While creating a new art form, I’m giving a message of combining human emotions and computer technology to make our modern life more personal and connect with each other.

DESIGN CRITERIA PRINT SPREADS SCHEDULE BROCHURE POSTER

TARGET AUDIENCE PHOTOGRAPHERS GRAPHIC DESIGNERS TYPE DESIGNERS PRINTERS

GR 434

{ 02

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 017

PORTFOLIO OF JU LEE

| 018

ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 019

PORTFOLIO OF JU LEE

| 020

ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 021

PORTFOLIO OF JU LEE

| 022

ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 023

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 025

PORTFOLIO OF JU LEE

| 026

ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 027

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

TYPOGRAPHY 4

PROJECT

TYPE CONFERENCE

INSTRUCTOR

ARIEL GREY

| 029

PORTFOLIO OF JU LEE

ASSEMBLAGE

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THINGS THAT GO BUMP IN

CLASS

PA C K A G I N G 3

PROJECT

VODKA PLUS

INSTRUCTOR

CHRISTINE GEORGE

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01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

Vodka Plus is a new generation of alcohol that includes Taurine, which is an amino acid that supports neurological development and helps regulate the level of water and mineral salts in the blood. The concept of this project is giving dynamic night to younger generations, and Vodka Plus is exclusive comparing to other alcohol brands.

There are three different types of monsters based on the history of monsters, “Technological monster (ex. The Terminator), Environmental monster (ex.

Zombie), and Human monster (ex. Vampire).” They are 3 types of famous monsters. Since I’m focusing on the young, modern, mystical, and dynamic, this subject is the key word that forms a group with the four attributes.

DESIGN CRITERIA VODKA

TARGET AUDIENCE YOUNGER AGE GROUP

GR 370

{ 03

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

VODKA PLUS

INSTRUCTOR

CHRISTINE GEORGE

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GR 370

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

VODKA PLUS

INSTRUCTOR

CHRISTINE GEORGE

| 037

GR 370

PORTFOLIO OF JU LEE

| 038

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

VODKA PLUS

INSTRUCTOR

CHRISTINE GEORGE

| 039

ASSEMBLAGE

PORTFOLIO OF JU LEE

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GR 360

{ 04

01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

Many people travel many places, and they have unforgettable memories while they are traveling. However, although there are lots of beautiful cities, most people travel on only major cities, and it’s because there is nowhere to hear the hidden city stories from.

Therefore, through this campaign, True Guides is all about capturing the whole story of any trip you take, and sharing it with whomever you want. People are able to share their great moments in lesser-known cities they have traveled, and other people will get information and the benefits of these unknown cities.

DESIGN CRITERIA WEBSITE M O B I L E A P P L I C AT I O N POSTER

TARGET AUDIENCE TOURISTS V O YA G E R S

CLASS

GRAPHIC DESIGN 3

PROJECT

TRUE GUIDES

INSTRUCTOR

JENNY JI

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STORIES FROM STREETS, ROADS, AND

PORTFOLIO OF JU LEE

| 044

ASSEMBLAGE

CLASS

GRAPHIC DESIGN 3

PROJECT

TRUE GUIDES

INSTRUCTOR

JENNY JI

| 045

PORTFOLIO OF JU LEE

| 046

ASSEMBLAGE

GR 360

CLASS

GRAPHIC DESIGN 3

PROJECT

TRUE GUIDES

INSTRUCTOR

JENNY JI

| 047

PORTFOLIO OF JU LEE

| 048

ASSEMBLAGE

GR 360

CLASS

GRAPHIC DESIGN 3

PROJECT

TRUE GUIDES

INSTRUCTOR

JENNY JI

| 049

TRUE GUIDES

PORTFOLIO OF JU LEE

ASSEMBLAGE

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DIFFERENT VOICES SINGING

CLASS

VISUAL SYSTEMS 1

PROJECT

INSTRUCTOR

MFRD 2013

TROY ALDERS

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01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

MFRD Music Festival, taking a place from August 20–21, will deliver its 2th installment this year. Featuring headlining performances by artists including Black Eyed Peas, David Guetta, and Far East Movement, guests will also be treated to a series of high-profile speakers, parties and other vibrant happenings.

MFRD stands for Music Festival to promote Racial Diversity, and we celebrate in people, music, and arts during the weekend of August 20 and 21 of 2013 in San Francisco, CA. Drawn from both inside and outside the community, artists, composers, bands, performers and participants from across the continent and beyond will converge during the weekend in celebration of creative culture.

DESIGN CRITERIA WEBSITE M O B I L E A P P L I C AT I O N POSTER TICKET

TARGET AUDIENCE PEOPLE WHO ARE INTERESTED IN MUSIC AND RACIAL D I V E R S I T Y.

GR 350

{ 05

ASSEMBLAGE

PORTFOLIO OF JU LEE

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CLIP

CLIP

100

100

100

100

90

90

90

90

90

90

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90

60

60

60

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40

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20

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5 4

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ALBUMS

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American e hip hop ed R&B, pop, nfluences). eles, until the Elephunk in idespread record roup has records elsen Peas are st or group 100 over 42 f 2011. Their 90

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CLIP

first major hit was the 2003 single "Where Is the Love?" from Elephunk, which topped 13 international charts.

Another European hit single from the album was "Shut Up". Their fourth album Monkey Business, was an even bigger worldwide success, certified Platinum in the U.S., and spawning two singles, "My Humps" and "Don't Phunk with My Heart". In 2009, the group became one of only 11 artists to have simultaneously held the No. 1 and No. 2 spots on the Billboard Hot 100, with their singles "Boom Boom Pow"; which was topped 100 the chart for unprecedented 26 consecutive weeks. The album later 90

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dB

CLIP

produced a third Hot 100 number-one placement with "Imma Be", making the group one of few to ever place three number one singles on the chart from the same album before being followed with "Rock That Body" which managed to peak in the Top 10 of Hot 100. "I Gotta Feeling" became the first single to sell more than 1 million downloads in the United Kingdom. The Black Eyed Peas were ranked 12th on the Billboard's Decade-End Chart Artist of the Decade, and 7th in the Hot 100 Artists of the Decade. On the 52nd Grammy Awards, 100 100 which held in January, 2010 they won 3 awards out of 6 nominations.

90

MUTE

CLIP

90

MUTE

CLIP

SIGNAL IN

SIGNAL IN

PROJECT

VISUAL SYSTEMS 1

INSTRUCTOR

MFRD 2013

TROY ALDERS

| 055

5

5

5

4

4

6

3

7

2

1

9

LOW

LEVEL

IN

OUT

8

1

FREQ

8

9

THRE

QT

IN

7

2

1

9

CV

6

3

7

2

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HIGH

FREQ

4

6

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7

2

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1

4

6

3

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CLIP

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SIGNAL IN

SIGNAL IN

8/20_06:008 /21_10:00 100

100

90

90

90

90

90

90

60

60

50

40

8/20_07:008 /21_09:00 100

100

90

90

90

90

8/20_08:008 /21_08:00 8/20_09:008 /21_07:00 90

90

8/20_10:00 8/21_06:00 60

60

50

50

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20

20

10

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5 4

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3

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LEVEL

5 4

6

7

3

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2

1

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LOW

LEVEL

GR 350

IN

IN

>>

CLASS

PORTFOLIO OF JU LEE

| 056

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 1

PROJECT

MFRD 2013

INSTRUCTOR

TROY ALDERS

| 057

PORTFOLIO OF JU LEE

| 058

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 1

PROJECT

MFRD 2013

INSTRUCTOR

TROY ALDERS

| 059

PORTFOLIO OF JU LEE

ASSEMBLAGE

| 060

THE FUN WAY TO SHAKE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 061

01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

This board game is not only about “time to have fun,” there is an element of competition too. The aim of the game is to assemble all three ingredients for each of the three most popular cocktails in the world. Unravel the secrets of the refreshing Mojito, thrilling Sex on the Beach and chic Cosmopolitan. If you can be the first to shake your cocktails, you will beat all your friends and be cocktail champion for the evening.

Hey Bartender is a classic card and dice game in which players are customers at a bar to finish their cocktail recipe before anyone else. They must match their cards with ingredient order shown on the back of the cocktail card that they have. Hey Bartender is a great board game that adults can enjoy while they are drinking with friends. I assume that they can have the fun way to learning the recipes to their cocktails.

DESIGN CRITERIA GAME BOARD 4 MOVERS 2 0 C O C K TA I L C A R D S

TARGET AUDIENCE P E O P L E W H O L E G A L LY DRINK ALCOHOL.

GR 370

{ 06

PORTFOLIO OF JU LEE

| 062

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 063

GR 370

PORTFOLIO OF JU LEE

| 064

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 065

PORTFOLIO OF JU LEE

| 066

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 067

GR 370

PORTFOLIO OF JU LEE

| 068

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 069

PORTFOLIO OF JU LEE

| 070

ASSEMBLAGE

CLASS

PA C K A G I N G 3

PROJECT

HEY BARTENDER

INSTRUCTOR

CHRISTINE GEORGE

| 071

PORTFOLIO OF JU LEE

ASSEMBLAGE

| 072

CLEANING AIR IN URBAN

CLASS

VISUAL SYSTEMS 1

PROJECT

INSTRUCTOR

BICYCLEAN

TROY ALDERS

| 073

01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

Quality air is essential to maintain life on the earth. Unfortunately, the quality of air we breathe today is deteriorating; it now poses as a grave threat to humans and the environment. Compared to the stationary and area sources, the other identified sources of pollution in the metropolis, pollution, resulting from vehicle emissions increases more rapidly, and its effects are more prevalent and adverse to public health, particularly among the young and elderly.

Bicyclean is the Internet based newspaper that reports how to look out for other ways to upgrade our environmental system. Not for long distance, but it is going to be beneficial in the short term if people use bicycles instead of motor vehicles. Since health care is most people’s concern, riding bicycles would give us benefits in both ways such as a workout and transportation.

DESIGN CRITERIA N E W S L E T T E R PA G E

TARGET AUDIENCE CYCLISTS E N V I R O N M E N TA L I S T S CITY EMPLOYEES

GR 350

{ 07

PORTFOLIO OF JU LEE

| 074

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 1

PROJECT

BICYCLEAN

INSTRUCTOR

TROY ALDERS

| 075

BICYCLES AS AN

THEBICYCLEAN BICYCLEAN.ORG

REDUCING POLLUTION IN OUR URBAN AREAS

AUGUST/ 22/ 2012

upgrade our environmental system. Not for people who live long distance from urban areas, but it is going to be beneficial to people who live in short distance if people use bicycles instead of motor vehicles. Since health care is most people’s concern, riding bicycles would give us benefits in both ways such as a workout and transportation. Quality air is essential to maintain life on our earth. Unfortunately, the quality of air we breathe today has been deteriorating; it now poses grave threat to humans and the environmental. Studies of Metro Manila’s air quality revealed that a major bulk of its pollution load comes from mother vehicles. Studies of Metro Manila’s air quality revealed that a major bulk of its pollution load comes from mother vehicles. Compared Not for people who live long distance from urban areas, but it is going to be beneficial to people who live in short distance if people use bicycles instead of motor vehicles. Since health care is most people’s concern, riding bicycles would give us benefits in both ways such as a workout and transportation.

“IT’S A TRIUMPH OF PEOPLE POWER.”

Quality air is essential to maintain life on our earth.

Unfortunately, the quality of air we breathe today has been deteriorating; it now poses grave threat to humans and the environmental. Studies of Metro Manila’s air quality revealed that a major bulk of its pollution load comes from mother vehicles. Compared with the stationary and area sources, the two other identified sources of pollution in the metropolis, pollution resulting from vehicle emissions increases more rapidly, and its effects are more prevalent and adverse to public health, particularly among the young and the elderly. For this reason, the government must be on the look out for other ways to upgrade our environmental system. Not for people who live long distance from urban areas, but it is going to be beneficial to people who live in short distance if people use bicycles instead of motor vehicles. Since health care is most people’s concern, riding bicycles would give us benefits in both ways such as a workout and transportation. Quality air is essential to maintain life on our earth. Unfortunately, the quality of air we breathe today has been deteriorating; it now poses grave threat to humans and the environmental. Studies of Metro Manila’s air quality revealed that a major bulk of its pollution load comes from mother vehicles. Compared with the stationary and area sources, the two other identified sources of pollution in the metropolis, pollution resulting from vehicle emissions increases more rapidly, and its effects are more prevalent and adverse to public health, particularly among the young and the elderly. For this reason, the government must be on the look out for other ways to

ALTERNATIVE TRANSPORTATION The purpose is to change laws and treatment of cyclists in major cities through demonstrations.

>> DOWNTOWN SAN FRANCISCO CRITICAL MASS

PORTFOLIO OF JU LEE

| 078

ASSEMBLAGE

CLASS

VISUAL SYSTEMS 1

PROJECT

BICYCLEAN

INSTRUCTOR

TROY ALDERS

| 079

ASSEMBLAGE

PORTFOLIO OF JU LEE

| 080

GR 365

{ 08

01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

Sunglass Hut is an international retailer of sunglass and sunglass accessories.

Optometrist Sanford Ziff set up a freestanding Sunglass Hut kiosk in Miami, Florida in 1971. Sunglass Hut is part of the Italian-based Luxottica group, the world’s largest eyewear company, and Sunglass Hut stores are located in the U.S, Canada, the Caribbean and throughout many different international locations.

Since sunglasses are a fashion statement, people can match their fashion styles with different styles of sunglasses, so sunglasses are not only for eye protection, but also for fashion purposes. Sunglasses can make our personality more attractive.

DESIGN CRITERIA BRAND GUIDELINE WEBSITE M O B I L E A P P L I C AT I O N

TARGET AUDIENCE F A S H I O N I S TA S STYLISTS

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 081

BE UNIQUE AND INDIVIDUAL AS

PORTFOLIO OF JU LEE

| 082

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 083

PORTFOLIO OF JU LEE

| 084

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 085

PORTFOLIO OF JU LEE

| 086

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 087

PORTFOLIO OF JU LEE

| 088

ASSEMBLAGE

GR 365

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 089

PORTFOLIO OF JU LEE

| 090

ASSEMBLAGE

GR 365

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 091

PORTFOLIO OF JU LEE

| 092

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 093

PORTFOLIO OF JU LEE

| 096

ASSEMBLAGE

GR 365

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 097

PORTFOLIO OF JU LEE

| 098

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 099

PORTFOLIO OF JU LEE

| 100

ASSEMBLAGE

CLASS

IDENTITY 2

PROJECT

SUNGLASS HUT

INSTRUCTOR

TODD HEDGPETH

| 101

PORTFOLIO OF JU LEE

ASSEMBLAGE

| 102

THE CONTRAST BETWEEN FANTASY

CLASS

TYPOGRAPHY 3

PROJECT

INSTRUCTOR

M O H AW K PA P E R P R O M O T I O N

ARIEL GREY

| 103

01 02 03 04 05 06 07 08 09 10 11

]

PROJECT DESCRIPTION

People dream of living fantasy in virtual reality. However some people transform virtual reality into Reality with their constant exertions and challenges.

This is a paper line promotion project in forms of poster, book and website under utilizing designer’s own message.

More specifically, telling a visual story of how possible things in fantasy becomes impossible or hard to get in our real life. The structure of this project is consisted of fantasy vs. reality elements. Communicating differences between fantasy and reality in experiments with visual elements. Welcome to unconventional and experimental world!

DESIGN CRITERIA SPREADS POSTER S W AT C H C A R D S WEBSITE

TARGET AUDIENCE WEB DESIGNERS GRAPHIC DESIGNERS PRINTERS

GR 330

{ 09

PORTFOLIO OF JU LEE

| 104

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 105

PORTFOLIO OF JU LEE

| 106

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 107

GR 330

PORTFOLIO OF JU LEE

| 108

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 109

PORTFOLIO OF JU LEE

| 110

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 111

GR 330

PORTFOLIO OF JU LEE

| 112

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 113

GR 330

PORTFOLIO OF JU LEE

| 114

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 115

PORTFOLIO OF JU LEE

| 116

ASSEMBLAGE

CLASS

TYPOGRAPHY 3

PROJECT

M O H AW K PA P E R P R O M O T I O N

INSTRUCTOR

ARIEL GREY

| 117

GR 330

PORTFOLIO OF JU LEE

| 118

ASSEMBLAGE

D will

come

dreams

Many p eople know C inderella s tory i s The idea t h that your dreams will come true, regardless of ho w your best to be happy and positive that the universe into what you need. However, dream is not come tr

INSTRUCTOR

it gets, and you do

M O H AW K PA P E R P R O M O T I O N

bad

PROJECT

how

TYPOGRAPHY 3

that your

CO3

GR 330

H2CO3

CLASS ARIEL GREY

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ASSEMBLAGE

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GR 426

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PROJECT DESCRIPTION

Target customers know to “expect more, pay less.” But what if a liitle more price can buy you a better smart thinking design with a little more upscale quality of products in a fair price? You can get “Aero.”

Aero is a hypothetical store created by Target to compete with brands such as Williams-Sonoma, CB2, and Crate and Barrel.

Aero is a store brand that maintain a smart design and modern edge that meets the standards of the department store. There is no place for a so-called generic brand here. Aero’s store brand extends across the categories of beauty products, food, kitchenware, and office supplies. Each category has its own unique color scheme and set of rules, but each remains unmistakably Aero.

DESIGN CRITERIA PA C K A G E S ACCESSORIES P R I C E TA G S IDENTITY

TARGET AUDIENCE PEOPLE WHO LOVE TO S H O P AT W I L L I A M S - S O N O M A A N D C R AT E A N D B A R R E L .

CLASS

PA C K A G I N G 4

PROJECT

AERO

INSTRUCTOR

MICHAEL OSBORNE

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DESIGNS THAT ARE EASY ON

ASSEMBLAGE

PORTFOLIO OF JU LEE

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DESIGN OBJECTIVE

We intend to use a minimalist design approach with a combination of icons and typography to create designs that are easy on the eyes. The icons will be designed in a way that establishes trust by providing buyers with information regarding health and other issues in a way that is professional yet creative, and informative but not preachy.

PRODUCT LINE

COMPETITORS

P A S TA

WILLIAMS-SONOMA

COFFEE AND TEA

C R AT E A N D B A R R E L

DRINK

WHOLE FOOD

FOOD

TRADER JOE’S

SKIN CARE

B R I S T O L FA R M S

HAIR CARE

WALMART

BODY CARE

KMART

BABY FOOD

SAM’S CLUB

KITCHEN TOOLS

COSTCO

OFFICE SUPPLIES

S A F E W AY

KEY ADJECTIVE

PRICE RANGE

SIMPLE

HIGHER RANGE

ICONIC

T H A N TA R G E T.

MODERN

CLASS

PA C K A G I N G 4

PROJECT

AERO

INSTRUCTOR

MICHAEL OSBORNE

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ENDORSED BRAND

S TA N D A L O N E BRAND

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

GR 426

CLASS

PA C K A G I N G 4

PROJECT

AERO

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

ASSEMBLAGE

| 130

GOURMET FOOD OF THE BIG CITY

CLASS

PA C K A G I N G 4

PROJECT

INSTRUCTOR

AERO_ARTISAN

MICHAEL OSBORNE

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PROJECT DESCRIPTION

The Artisan brand is an icon of the big city lifestyle. Revered as a hub for the discovery of new culinary trends. Artisan brand is to be the defining brand in gourmet food retail in cities. We will use design inspired by the neo-classical look and use it to attract the trust of our customer base. The modern approach mixed with classical details will give off a high-end vibe.

KEY ADJECTIVE

PRODUCTS

NEO-CLASSIC

NOODLES

PERSONALITY

COOKING UTENSIL

MINIMALIST

SAUCES SEASONINGS

DESIGN CRITERIA PA C K A G E S P R I C E TA G S IDENTITY ACCESSORIES

TARGET AUDIENCE PEOPLE WHO LOVE TO S H O P AT W I L L I A M S S O N O M A A N D C R AT E AND BARREL.

GR 426

{ 10_1

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO_ARTISAN

INSTRUCTOR

MICHAEL OSBORNE

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GR 426

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO_ARTISAN

INSTRUCTOR

MICHAEL OSBORNE

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GR 426

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO_ARTISAN

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

ASSEMBLAGE

| 138

CULINARY ARTS WITH UPSCALE

CLASS

PA C K A G I N G 4

PROJECT

INSTRUCTOR

AERO_INDUSTRY

MICHAEL OSBORNE

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]

PROJECT DESCRIPTION

We will approach design with a more upscale, modern and urban look and feel. The style will be minimalist with few colors in order to exude class and not hinder the usability of the products.

KEY ADJECTIVE

PRODUCTS

MODERN

COOKING UTENSIL

ELEGANT

P O T A N D PA N

SLICK

ESPRESSO MACHINE WINE GLASS DISHES ELECTRIC KETTLE

DESIGN CRITERIA PA C K A G E S P R I C E TA G S IDENTITY ACCESSORIES

TARGET AUDIENCE PEOPLE WHO LOVE TO S H O P AT W I L L I A M S S O N O M A A N D C R AT E AND BARREL.

GR 426

{ 10_2

PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO_INDUSTRY

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

CLASS

PA C K A G I N G 4

PROJECT

AERO_INDUSTRY

INSTRUCTOR

MICHAEL OSBORNE

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PORTFOLIO OF JU LEE

ASSEMBLAGE

| 146

STYLIZED AND DISTINCTIVE GRAPHIC

LOGO INDEX

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PROJECT DESCRIPTION

The design process must aim to make the logo immediately recognizable, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand or economic entity, and its shapes, colors, fonts, and images usually are strikingly different from other logos in the same market niche.

There are five principles of effective logo design, which are simple, memorable, timeless, versatile, appropriate. Once the five elements are assembled, a logo becomes distinctive graphic design.

LISTS OF BRANDS VODKA PLUS TRUE GUIDES HEY BARTENDER SUNGLASS HUT AERO ARTISAN INDUSTRY

03183079

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

LEFT

POSITIVE LOGOS

RIGHT

N E G AT I V E L O G O S

LOGO INDEX

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

LEFT

POSITIVE LOGOS

RIGHT

N E G AT I V E L O G O S

LOGO INDEX

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PORTFOLIO OF JU LEE

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ASSEMBLAGE

THANK YOU

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{ THANK YOU

M Y G R AT I T U D E I S B OU N D L E S S

First of all, Thank you God for everything I’ve been through, and my family for helping me through school and life. Thanks Sunmi that I look up to you as my mentor, and Hailey for being there when I needed you, It really means a lot. Thanks to all of my friends back home and in San Francisco for pushing me to study in graphic design field. Thanks to all of my instructors who make me to love graphic design: Mary Scott, Michael Osborne, Ariel Grey, Christine George, Thomas McNulty, Jeremy Stout, Todd Hedgpeth, Jenny ji, Troy Alder, Renee Darcy, Julia Brown, Doris Harrison.

ASSEMBLAGE

PORTFOLIO OF JU LEE

CONTACT CELLPHONE

213 505 8127

EMAIL

DESIGNERJU@GMAIL.COM

WEBSITE

DESIGNERJU.COM

TYPEFACES

M E R C U R Y D I S P L AY AKZIDENZ GROTESK

PAPER STOCK T E X T PA G E S

100# FINCH FINE ID TEXT STOCK

PRODUCTION CREDITS SOFTWARE

A D O B E I L L U S T R AT O R C S 6 ADOBE PHOTOSHOP CS6 ADOBE INDESIGN CS6

CAMERA

CANON REBEL XS

PRINTER

HP INDIGO 5500

OTHER SCHOOL

ACADEMY OF ARTS UNIVERSITY

COURSE

SENIOR PORTFOLIO

INSTRUCTOR

MARY SCOTT

DESIGN

JU LEE

PHOTOGRAPHY

JU LEE, CRYSTOL FUNK

PRINTING

GIANT HORSE PRINTING 1 3 3 6 S A N M AT E O A V E .

SAN FRANCISCO. CA 94080

BINDING

THE KEY PRINTING & BINDING 5881 OCEAN VIEW DR. OAKLAND. CA 94618

COPYRIGHT

©2013 JU LEE No part of this publication can be reproduced without expressed permission from Ju Lee.