{ ASSEMBLAGE
PORTFOLIO OF JU LEE
{ ASSEMBLAGE
PORTFOLIO OF JU LEE
PORTFOLIO OF JU LEE
ASSEMBLAGE
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
]
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
]
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
]
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
{ 00
FOREWORD
01 02 03 04 05 06 07 08 09 10 11
]
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
| 002
OBSERVATIONS TO CREATE PERFECT
CLASS
VISUAL SYSTEMS 2
PROJECT
INSTRUCTOR
NEW BALANCE
ESZTER CLARK
| 003
01 02 03 04 05 06 07 08 09 10 11
]
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
| 004
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
| 014
CONNECTING THROUGH
CLASS
TYPOGRAPHY 4
PROJECT
INSTRUCTOR
TYPE CONFERENCE
ARIEL GREY
| 015
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
| 016
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
| 024
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
| 028
ASSEMBLAGE
CLASS
TYPOGRAPHY 4
PROJECT
TYPE CONFERENCE
INSTRUCTOR
ARIEL GREY
| 029
PORTFOLIO OF JU LEE
ASSEMBLAGE
| 030
THINGS THAT GO BUMP IN
CLASS
PA C K A G I N G 3
PROJECT
VODKA PLUS
INSTRUCTOR
CHRISTINE GEORGE
| 031
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
| 032
ASSEMBLAGE
CLASS
PA C K A G I N G 3
PROJECT
VODKA PLUS
INSTRUCTOR
CHRISTINE GEORGE
| 033
GR 370
PORTFOLIO OF JU LEE
| 036
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
| 042
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
| 043
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
| 052
DIFFERENT VOICES SINGING
CLASS
VISUAL SYSTEMS 1
PROJECT
INSTRUCTOR
MFRD 2013
TROY ALDERS
| 053
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
| 054
5
5
5
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6
3
7
2
1
LOW
LEVEL
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1
8
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THRE
QT
IN
7
2
1
9
CV
6
3
7
2
9
HIGH
FREQ
4
6
3
8
1
9
LOW
7
2
8
1
9
4
6
3
7
2
5
5
4
6
3
8
QT
PINK>>
OUT
VCA
SAMPLE/HOLD
SIGNAL IN
AMP
IN
IN
dB
MUTE
dB
CLIP
MUTE
dB
MUTE
dB
CLIP
CLIP
100
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100
90
90
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0
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0
5 4
6
3
7
1
9
2
8
LOW
LEVEL
5 4
6
3
7
1
9
2
8
LEVEL
ALBUMS
>>
LOW
dB
MUTE
dB
CLIP
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
MUTE
dB
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
MUTE
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
9
HIGH
FREQ
4
6
3
8
1
9
LOW
7
2
8
1
4
6
3
7
2
5
5
4
6
3
8
QT
PINK>>
OUT
VCA
SAMPLE/HOLD
SIGNAL IN
AMP
dB
MUTE
dB
CLIP
MUTE
dB
CLIP
MUTE
dB
CLIP
MUTE
CLIP
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
50
40
40
40
30
30
30
30
20
20
20
20
10
10
10
10
0
0
0
0
5 4
6
3
7
1
9
2
8
LOW
LEVEL
5 4
6
7
3
8
2
1
9
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
PORTFOLIO OF JU LEE
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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
| 127
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
| 129
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
| 134
ASSEMBLAGE
CLASS
PA C K A G I N G 4
PROJECT
AERO_ARTISAN
INSTRUCTOR
MICHAEL OSBORNE
| 135
GR 426
PORTFOLIO OF JU LEE
| 136
ASSEMBLAGE
CLASS
PA C K A G I N G 4
PROJECT
AERO_ARTISAN
INSTRUCTOR
MICHAEL OSBORNE
| 137
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
| 140
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
| 145
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
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
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BINDING
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COPYRIGHT
©2013 JU LEE No part of this publication can be reproduced without expressed permission from Ju Lee.