Portfolio

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S E L EC T E D WO R K S O F J U N G M I N L E E , M FA

Expectations.

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

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S E L EC T E D WO R K S O F J U N G M I N L E E , M FA

Expectations.

EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect new journeys

M Y G OA L S

MY DESIGN

Achievement

For designers, expectations contribute to creating

Positivity

good design and lead to both effort and enthusi-

Influence

asm. The dictionary definition of expectation is “a

Impact

prospect of future good or profit.� It is positive and

Satisfaction

full of many possibilities. Before I start, I always

Diversity

have expectations for my design, and the expec-

Solutions

tations get higher throughout the process. The expectations motivate and inspire me.

I aim to achieve a design with both practicality and through continuous communication and development. As I achieve my goals, I will have various experiences and gain more skills. This will make it easier to wisely identify problems and provide the best design solutions. Then I can satisfy people who have expectations for my design. My design journey is endless, and I look forward to the next phase as I

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go one step at a time.

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EXPECTATIONS

INVISIBLE, VISIBLE

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T R A N S C E N D B O U N DA R I E S

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RESCUE WILDLIFE

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E VO LU T I O N O F A N A R C H

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A N ATO M Y O F T Y P E

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THE CONTRADICTION

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R U N N I N G O U T O F WAT E R

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T I M E FO R S O M E M U S I C

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M A K E W I S E D EC I S I O N S

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S AV E A L L YO U R S H O E S

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Type Systems

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TWA Brand Identity

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Type Experiments

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INVISIBLE VISIBLE

Contents

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Type Architecture

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Poster Series

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Double Sided

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ROW

152

Robin’s Music

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Decision Maker

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KixUp – MFA Thesis

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EXPECTATIONS

Book design about unknown future friends.

T Y P E SYS T E M S – P R O J EC T 0 1 / 1 0

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Invisible, visible.

INVISIBLE VISIBLE

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect curious imagination

COURSE

OV E RV I E W

Type Systems

According to the development of high technology,

David Hake

new forms of companions will appear. This book

Fall 2016

deals with daily life with robots, which are invisible and visible. The invisible section introduces the

CAT EG O R I E S Typography Illustration Book

form of invisible artificial intelligence robots, the principle of AI, and how they help us. The visible section describes the current development process along with specific examples and explains possible directions forward.

K E Y WO R D S

A P P R OAC H

Artificial Intelligent

To show the two shapes differently, I chose a dou-

Technology

ble-sided book format. The book starts on both

Future Life

sides: front (invisible) and back (visible). Two parts meet and interact in the middle. Blue gives an invis-

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ible abstract feeling. Meanwhile, the yellow color DELIVERABLES

indicates the visible form. This warm color conveys

Book

an optimistic feeling.

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EXPECTATIONS

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EXPECTATIONS

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EXPECTATIONS

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EXPECTATIONS

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EXPECTATIONS

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EXPECTATIONS

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EXPECTATIONS

Trans World Airlines.

I NWA T VISIBLE VISIBLE

Branding a new concept of

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TY B RP AE ND S YI D ST EE NM T IST Y – P – RPORJOEJCETC 0 T 10/ 120/ 1 0

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Transcend boundaries.

EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect infinite possibilities

COURSE

OV E RV I E W

The Nature of Identity

Finds a brand that has already lost functionality and

Hunter Wimmer

create a new brand. The newly created brand iden-

Spring 2018

tity brings new visions and possibilities. Creating divergent extensions of the new company will

CAT EG O R I E S Identity Design

retain their spirit, but become a more advanced brand with a mission and a soul.

Branding Web Design

K E Y WO R D S

A P P R OAC H

Pioneer

TWA had a major impact on people’s dreams of

Unlimited

flying. It is always exciting when dreams come

Brave

into reality. To accelerate the transformation of imagination into reality, they explore advanced

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technology and revolutionary science with proDELIVERABLES

gressive experimentalism. Future prospects of the

Books

new brand are in three areas: physical, mental and

Website

emotional boundaries.Â

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

T I NWA VISIBLE VISIBLE

B RA I DSETNETMI T TY PN E DS Y SY– P R O J E C T 0 1 / 1 0

1 (2) 3 4 5 6 7 8 9 10

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

I NWA T VISIBLE VISIBLE

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EXPECTATIONS

valuable Polish architecture.

TY R EP SP E OSN YS S ITVEEMTSY–P E P R– OPJR EO CT J E0 C1T/ 1003 / 1 0

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Rescue wildlife.

I NEVSICSU R I BELW E IVLIDSLI B I FLEE

Type experiments inspired by

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect thoughtful minds

COURSE

OV E RV I E W

Type Experiments

Through this website, people who are interested in

Kathrin Blatter

wildlife can participate to protect them. As human

Spring 2017

populations expand, wildlife comes under increasing threat. Now, most wild animals need our hands

CAT EG O R I E S Typography Web Design Visual Design

and rescue. They could be suffering from attacks or starving somewhere. By rescuing animals and protecting their habitats in the wild, we can give new life to them.

K E Y WO R D S

A P P R OAC H

Wildlife

Learn experimental typography and create a web

Web

design rather than an existing regular website. It

Experimental

was designed with unique type variations, graphic elements, and images. Experimental typography and accurate images of the topic convey a powerful

DELIVERABLES

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Website

subject in this project.

I NEVSICSU R I BELW E IVLIDSLI B I FLEE

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

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EXPECTATIONS

I NEVSICSU R I BELW E IVLIDSLI B I FLEE

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NEVSICSU R I BELW E IVLIDSLI B I FLEE

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EXPECTATIONS

I NEVSICSU R I BELW E IVLIDSLI B I FLEE

TY R EP SP E OSN YS S ITVEEMTSY–P E P R– OPJR EO CT J E0 C1T/ 1003 / 1 0

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EXPECTATIONS

for wildlife rescue.

TYPE E SY XS PT EE RM I MSE–N P TS R O– J P EC RO T J0E1C/ T 1 00 4 / 1 0

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Evolution of an arch.

I NYVPIES IABRLC T E HVI ITSEIC BT LU ERE

Experimental website design

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect creative discovery

COURSE

OV E RV I E W

Type Experiments

The project is to create a poster series of university

Kathrin Blatter

literary lectures with type experiments. The theme

Spring 2017

is inspired by the architecture in Warsaw, Poland.

The Polish originally used a Gothic style of architec-

CAT EG O R I E S Typography Architecture Craft

ture, but their style has changed as time has gone on. Now they use a Modern style, which is a combination of old and new architecture. The created types reflect these three styles.

K E Y WO R D S

A P P R OAC H

Origin

Through investigation the history of Polish archi-

Traditional

tecture. Each poster has a mood of origins, either

Contemporary

traditional, contemporary architecture style, on the type. ‘Curve’, ‘Ornate’, ‘Angle’ are picked from the

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representative style. By trying to make types with DELIVERABLES

various materials, I found the most suitable material

Posters

for each subject.

I NYVPIES IABRLC T E HVI ITSEIC BT LU ERE

TYPE E SY XS PT EE RM I MSE–N P TS R O– J P EC RO T J0E1C/ T 1 00 4 / 1 0

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EXPECTATIONS

I NYVPIES IABRLC T E HVI ITSEIC BT LU ERE

TYPE E SY XS PT EE RM I MSE–N P TS R O– J P EC RO T J0E1C/ T 1 00 4 / 1 0

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EXPECTATIONS

T I NYVPIES IABRLC E HVI ITSEIC BT LU ERE

TYPE E XS PT EE RM I MSE–N P TS RO SY R O– J P EC T J0E1C/ T 1 00 4 / 1 0

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

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EXPECTATIONS

type anatomy.

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Anatomy of type.

I NYVPIES IABNL AT T E VOIM S IYB L E

A series of posters exploring

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect essential elements

COURSE

OV E RV I E W

Type Forms

Anatomy of type describes the graphic elements

David Hake

that make up printed letters in a typeface. All typo

Spring2016

graphic parts of a glyph affect each letter, and type needs to be placed in proper positions. A subtle

CAT EG O R I E S Typography Print Design Type Principle

change in proportion impacts weight, measure, and legibility. Learn the background knowledge of the selected typeface and create a layout for the posters.

K E Y WO R D S

A P P R OAC H

Type History

The posters feature three different typefaces

Anatomy

and background colors. I focused on hierarchy.

Elements

I created the type variation in the middle. All the posters are harmonious and have high legibility in the series. They focus on the details of the type of

DELIVERABLES

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Posters

composition.

I NYVPIES IABNL AT T E VOIM S IYB L E

TY P OP SE T ESRY SSTE ERM I ESS –– PPRROOJJEECCTT 0015/ 1/ 100

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EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

I NYVPIES IABNL AT T E VOIM S IYB L E

TY P OP SE T ESRY SSTE ERM I ESS –– PPRROOJJEECCTT 0015/ 1/ 100

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

Luc-Godard Film Festival.

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The contradiction.

I NOVUI B D S ILBEL S EI D VE I SDI B L E

Design celebrating a Jean

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect positive results

COURSE

OV E RV I E W

Integrated

The project is to create an integrated system of a

Communications

film director’s festival. Develop deliverables with a

Christopher Morlan

thread formed through director’s filmography and

Fall 2016

film style. All deliverables are conceptualized to be

CAT EG O R I E S

related to the director and integrated to each other.

Communication Design Art Direction Packaging Design

K E Y WO R D S

A P P R OAC H

Contradiction

The director Jean-Luc Godard is a revolutionary

Loneliness

person in film history. He rose to prominence as a

Modern Society

pioneer of the 1960s French New Wave film movement. Most of the characters in his movies are lonely, alienated in a harsh modern world and seek

DELIVERABLES

love and connection. I chose contrasting colors to

Poster, Advertisements,

express the tragedy and sadness of relationships.

Catalogue, Limited Edition DVD Packaging, Ticket, Schedule, Products, Stationery

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Application, website,

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

I NOVUI B D S ILBEL S EI D VE I SDI B L E

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EXPECTATIONS

water conservation.

TY V I SPUEASLYTSHTIENM KSI N–GP–R P OR J EOCJ T E C0T1 /01 7 0/ 1 0

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Running out of water.

I NOVW R ISIBLE VISIBLE

Brand system encouraging

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect effective cooperation

COURSE

OV E RV I E W

Visual Thinking

We waste water at unexpected points. People do

Sandra Isla

not think deeply about this issue. If we ignore this,

Fall 2016

it will bring negative consequences in the future.

This project lets people know how serious water

CAT EG O R I E S Logo Design Branding

issues are and how we can save water in daily life.

By changing our water habits in daily life, we can save our water resources and our future.

Social Design

K E Y WO R D S

A P P R OAC H

Care

The brand aims to inform people about the seri-

Participation

ousness of water problems and advertise how to

Change

save. The brand’s overall tone is casual and not too serious, so people can join and follow the brand easily. The divergent activities such as event and

DELIVERABLES

touch screen booth will catch the audiences’ eyes

Posters, App,

and encourage them to get involved.

Brochure, Event,

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Environment, Book

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

I NOVW R ISIBLE VISIBLE

TY V I SPUEASLYTSHTIENM KSI N–GP–R P OR J EOCJ T E C0T1 /01 7 6 0/ 1 0

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

INVISIBLE VISIBLE

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SELECTED WORKS OF JUNGMIN LEE

EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

TY V I SPUEASLYTSHTIENM KSI N–GP–R P OR J EOCJ T E C0T1 /01 7 0/ 1 0

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

TY V I SPUEASLYTSHTIENM KSI N–GP–R P OR J EOCJ T E C0T1 /01 7 0/ 1 0

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EXPECTATIONS

I NOVW R ISIBLE VISIBLE

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EXPECTATIONS

musicality.

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Time for some music.

I NOVBI ISNI B R ’ SL E MU VS I SI C IBLE

Brand design to cultivate

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect fun learning

COURSE

OV E RV I E W

Visual Literacy

Robin’s Music Service is a brand of music lessons

Hunter Wimmer

in San Francisco. Piano lessons are the main part

Fall 2016

of this brand, but it also has piano performances, ear training, music theory, lead sheet writing and

CAT EG O R I E S

transcribing.

Branding Service Design Communication

K E Y WO R D S

A P P R OAC H

Rhythm

The main purpose of Robin’s Music Service brand-

Relax

ing is advertising to as many people as possible.

Classic

The design provides various information on music lessons. The three colors and sizes of the circle in the design give a rhythm and lively feeling of the

DELIVERABLES

music. The contents are about the detailed lesson

Posters

information.

Booklet

154

Website

I NOVBI ISNI B R ’ SL E MU VS I SI C IBLE

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EXPECTATIONS

INVISIBLE VISIBLE

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EXPECTATIONS

I NOVBI ISNI B R ’ SL E MU VS I SI C IBLE

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EXPECTATIONS

I NOVBI ISNI B R ’ SL E MU VS I SI C IBLE

TY V I SPUEASLYLSIT TEEM RA S C–YP–R P OR J EOCJ T E C0T1 /01 8 0/ 1 0

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EXPECTATIONS

IRNOVBI ISNI B ’ SL E MU VS I SI C IBLE

T VY I SPUEASLYLSITTEEM RA S C–YP–R P OR J EOCJ T E C0T1 /01 8 0/ 1 0

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difficulty of decision making.

TY U XP / UEI SDYESSTI G EM N S– –P P RR OO J EJ C EC T T0 0 9 /11/ 0 10

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Make wise decisions.

I NEVCIISSIIBOLNE M D VA I SKI E BR LE

Mobile App to help with the

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EXPECTATIONS SELECTED WORKS OF JUNGMIN LEE

Expect clear choice

COURSE

OV E RV I E W

Digital Design Studio

People sometimes have difficulty making decisions.

Bob Slote

Choosing one of two things is always a problem.

Fall 2016

They can not ask anyone every time and they can not search the internet. Even if they read reviews

CAT EG O R I E S UX/UI Design

on the Internet, it is difficult to get satisfactory answers.

Integrated Design Communication

K E Y WO R D S

A P P R OAC H

Convenience

The app helps people make decisions easier

Practicality

through a voting system. If the users enter two

Functionality

factors that are difficult to decide, people can participate in the vote. Users can listen to the opinions of people through comments, and the results of the

DELIVERABLES

voting are precisely indicated by number and the

App

percentage. This result is useful for users to finally

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decide on one.

I NEVCIISSIIBOLNE M D VA I SKI E BR LE

TY U XP / UEI SDYESSTI G EM N S– –P P RR OO J EJ C EC T T0 0 9 /11/ 0 10

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EXPECTATIONS

I NEVCIISSIIBOLNE M D VA I SKI E BR LE

TY U XP / UEI SDYESSTI G EM N S– –P P RR OO J EJ C EC T T0 0 9 /11/ 0 10

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EXPECTATIONS

I NEVCIISSIIBOLNE M D VA I SKI E BR LE

TY U XP / UEI SDYESSTI G EM N S– –P P RR OO J EJ C EC T T0 0 9 /11/ 0 10

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EXPECTATIONS

I NEVCIISSIIBOLNE M D VA I SKI E BR LE

TY U XP / UEI SDYESSTI G EM N S– –P P RR OO J EJ C EC T T0 0 9 /11/ 0 10

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prevent shoe industry waste.

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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Save all your shoes.

I NI X K VU I SPI B L E V I S I B L E

Thesis project aiming to

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Expect sustainable value

COURSE

OV E RV I E W

Thesis 1, 2, 3

This is MFA project. This project is based on the

Wioleta Kaminska

process of researching, finding problems, extracting

Phil Hamlett

information, and creating solutions with a graphic

Carolina De Bartolo

design approach. Design solutions are delivered to

Fall 2017–Fall 2018

the audience successfully. They give an awareness of serious shoe industry waste and encourage peo-

CAT EG O R I E S

ple to participate in mitigating this issue.

Strategy, Identity, UX/UI Design, Print Design

A P P R OAC H Most shoes end up in the landfill when they wear

K E Y WO R D S

out. However, there are many more possibilities for

Sustainability

those shoes than laying in a landfill that can prevent

Circulation

the waste of shoes and increase beneficial effects

Value

for both the environment and society.

DELIVERABLES Booklet, Info Cards, Website, App, Email Promotional Campaign,

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Posters, Bus Banners

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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EXPECTATIONS

I NI X K VU I SPI B L E V I S I B L E

TH YP ES E I S YPSRTO E JMESC T– –P R PO R JOEJCETC T0 11/01 /01 0

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Thank you.

M Y FA M I LY

To my mom, dad and sister for always supporting, giving so much love and believing in me. I would not be this far without you guys.

M Y O N LY O N E

To my Hyunsoo for cheering me up all the time. All your encouraging words and inspiration give me a lot of motivation and ideas.

MY FRIENDS

To my friends for giving me help and accompanying me on this journey.

M Y I N S T R U C TO R S

To all my instructors. You are always supportive and inspiring. You pushed me to do better and extended my passion. Many thanks to Mary Scott, Phil Hamlett, Carolina De Bartolo, Wioleta Kaminska, Hunter Wimmer, David Hake, Sandra Isla, Kathrin Blatter, Bob Slote and Christopher Morlan. I am

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honored to have learned from each of you.

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C O N TAC T

Jungmin Lee

MOBILE

415-509-9657

EMAIL

ljmin0927@gmail.com

WEBSITE

jungmin-lee.com

SCHOOL

Academy of Art University MFA School of Graphic Design and Digital Media

I N S T R U C TO R

Mary Scott

B O O K B I N D E RY

Blurb.com

P H OTO G R A P H Y

Unsplash, Jungmin Lee

TITLE OF BOOK

Expectations

C OV E R S TO C K

Image Wrap Matte Finish

T E X T S TO C K

Proline Uncoated #100

FO N T S

Larish Neue, Libre Franklin

S O F T WA R E

Adobe Creative Suite

©2018 All Rights Reserved

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No part of this publication can be reproduced without expressed permission from Jungmin Lee.

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EXPECTATIONS