A BOOK OF DESIGN EVANGELISM IN STRANGE PLACES LEAH ERICA CHUNG
OCT 11, 1991 BORN IN SAN FRANCISCO RAISED IN KOREA. LOVES TO PLAY SOCCER.
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Konglish with my parents - which is a mix of Korean and English. I was always viewed as a foreigner by the local Koreans because of my Americanized Korean accent growing up, and that really took me through an identity crisis.
Not knowing where exactly my home was or which cultural identity I was most associated with was actually crucial in developing my My name is Leah Chung and you are reading my portfolio book, or as I like to call it, a book of design evangelism in strange places. As a firm believer in design as a powerful problem-solving tool for the world’s complex
sense of global citizenship. To this day, I am thankful to have grown up in a multicultural setting as it is the reason why I am passionate about addressing both local and global issues through my design practice.
social problems, I like to take my practices to unlikely places and address social, political, economial issues that aren’t usually touched by design.
My passion for issues beyond my personal bubble comes from my education in a foreign school setting. I was only born in the U.S. but for the majority of the life, I was raised in Seoul, Korea. My first language was English but at home I would speak in
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CHAPTER ONE
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ON DISPELLING MISCONCEPTIONS OF AFRICA www.leahericachung.com
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How can misconceptions of Africa be minimized through fun, interactive ways? This project was created as a
has a sense of mockery and humor
supplement to my final paper for my
mixed into it. I do apologize to the
Brown University class, “West African
strangers whose photos I used for
Writers and the Political Kingdom.” It
some of the cards (please don’t sue
is a series of cards, where one side
me). Though some of the cards may
shows a common misconception
seem harsh, my professor agreed that
of Africa written out in a scolding,
the statement had to be made. Many
bitter tone of voice and the other
of these misconceptions were once
side shows a related image. These
my misconceptions, and still may be.
cards are designed for Westerners
Enjoy!
as a fun, educational tool that also
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Above: South Sudan should be included on the map - I originally drew it in on Adobe Illustrator but somehow it got lost in the process of printing.
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Above: Charlize Theron is South African so a photo of her and her adopted baby probably isn’t the best example. (I honestly couldn’t find a high quality photo of Angelina Jolie and her kids.)
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Above: I’m guilty of this. For some reason, I thought the best way I could capitalize on my long, expensive trip to Uganda (during the summer fo 2011) was to take lots of photos.
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Above: It’s tempting to post a photo of you and an African kid from your trip on Facebook, but it’s also important to consider the bigger picture - how it might contribute to the perception problem.
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Though this project was only a
and though it was understandable
prototype for a class, I hope to expand
at first, it got very frustrating and
on these and create a set for the
offensive at one point.
reverse: African misconceptions of westerners. Having been to Uganda
These generalizaitons of any people
twice, it is amazing how many deeply-
group really do need to be remedied.
set misconceptions there are about
I hope these cards can be a casual, fun
the U.S. and Americans, for example. A
way of doing so. I hope they can start
reverse version of these cards, as well
conversations about these sensitive
as a culturally diverse one can show
topics and help us understand one
that these misconceptions are really
another admist our miseducation.
everywhere. Not just about Africans but about everyone. I was always considered “Chinese“ while in Uganda www.leahericachung.com
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CHAPTER TWO
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ON THE WEST AFRICAN WRITER’S PERSPECTIVE PAGE 15
Why is the African side of the story seldom told in the west? For my midterm in my Brown University
the west, contemporary writer Chimananda
class called “West African Writers and the
Adichie says it best: “It is impossible to
Political Kingdom,” I decided to address the
talk about the single story without talking
Westerner’s lack of awareness about African
about power... Power is the ability not just
thought and theory. In class, we had read
to tell the story of another person, but to
post-colonial literature by
prominent
“So I choose not to be a pessimist.
West
I choose not to be a pessimist
African writers who
because, if I am an optimist, the
were also philosophers,
worst that can happen to me is
professors, politicians,
that I’ll be disappointed at the
and presidents. Each
end. If I am a pessimist I’ll be
of them had different
miserable all the way.”
attitudes toward post-
Chinua Achebe
colonialism as well as
make it the definitive story of that person. The Palestinian poet Mourid
Barghouti
writes that if you want to dispossess a people, the simplest way to do it is to tell their story and to
diverse agendas for moving Africa forward.
start with, “secondly.” Start the story with
As
tool
the arrows of the Native Americans, and not
intended for Westerners, I created a fold-
with the arrival of the British, and you have
out pamphlet that placed each of the
an entirely different story. Start the story
profiled writers on a spectrum ranging from
with the failure of the African state, and
“hopeful” to “pessimistic.”
not with the colonial creation of the African
an
introductory
educational
state, and you have an entirely different In answering the questions of why the African side of the story is seldom told in
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story.”
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CHAPTER THREE
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ON REDEFINING GREEN PRODUCTS
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How can green-washed products become truly “green� products? The main purpose of this project was
identifying
to practice product research and
gathered data. Deliverables included
need-finding by conducting online
a summary of our research as well
surveys, personal interviews, etc. We
as a final prototype of the product/
were instructed to begin our research
system that addresses the identified
broadly,
problem.
without
predetermining
problems on our own but rather
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them
through
the
From the multitude of ideas brainstormed, one was voted on for expansion. Iterations of the chosen concept is presented above.
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These prototypes are very rough
my desk). They were created to
without ergonomics or appropriate
simply demonstrate the concept of
materials taken into consideration.
collapsible, transparent packaging
(In fact, when a whole container
that could potentially be applied to all
of detergent was poured into the
existing bulky products.
water-tight
detergent
prototype
below, it eventually burst and flooded PAGE 23
CHAPTER FOUR PAGE 24
ON BRANDING A CONFERENCE FOR CHANGE AGENTS
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What’s different about branding a conference for people who want to change the world? A
Better World
is
committee as a freshmen in 2010, I’ve
acclaimed
had the pleasure of getting to know a
conference organized by Brown and
quirky group of passionate student
RISD students. It brings together
leaders that is now my Better World
professionals, individuals, students
family. Below are some of the main
from across the US and overseas
works completed as the 2011 Branding
to exchange ideas and inspire one
Coordinator. For more information
another about how to solve the
about the conference, visit:
world’s toughest issues through the
www.abetterworldbydesign.com
an
by
internationally
Design
power of design. Since joining the
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Better World Banner Bags - street
value of sustainability even if it meant
banners reclaimed and upcycled
sacrificing a little bit of branding
into tote bags, each one unique in its
exposure. Though we were worried
pattern and bold in its environmental
about how well the monochrome logo
statement.
promo
would read on the patterned fabric,
purposes a clean canvas tote with
each of them turned out great and
our full color logo would’ve been
acted as a conversation-starter for
the most effective, I thought it was
curious non-attendees.
Though
for
important to support a Better World www.leahericachung.com
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thirdculturekids
#marriageredesign
#congress #bread
#socialdesign
#soccer #brandingofsocialissues #motownmusic #christianity
#kimchijiggae
#internationaldevelopment #conversation #beyonce #koreanfood
#usercentereddesign #hashtags
#cheese #socialdesign #socialentrepreneurship PAGE 30
SAY HELLO Tweet me, shoot me an email, whatever! I’d love to hear from you. @leahericachung leahericachung@gmail.com
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