Lily Oh
PORTFOLIO 512 565 6421 lilyoh88@gmail.com
lilyohstudio.com Marketing + Branding
A designer searches and strives high and low for something new, something that will entertain, inform, persuade, or improve lives. As the world gets more competitive and crammed with bright minds, it is a challenge to shine with uniqueness and creativity. I think real creativity is like a picture perfect parfait, layered and deep, with a variety of flavors. A designer should not only be a master of art and design, but also understand the business of a wide variety of studies and industries. Economics, World History, windsurfing, ping pong, Archeology, French cuisine. A designer has to be in tune with the ebb and flow of culture and society, past and present, to anticipate and invent the future. So I take great pains in every stage of creative development. To become the ideal designer as I have dreamed, I have studied widely and diversely to strengthen my thinking and logic from the inside out, bottom to top, conception to the final product.
Lily Oh
AREAS OF INTEREST
CONTENTS
Product Design
Design Research
01. TEDXUIUC SPRING 2013
Service Design DESIGN
User Experience
Creative Development
Space Design
Product Planning
02. WINE LABEL SPRING 2013
Emotional Design
Branding
03. SAMSUNG OLED FALL 2012
04. AMOREPACIFIC FALL 2012
05. JILL STUART NY SPRING 2013
Design Direction
Marketing & Promotion
Advertising
PROJECT
01
DESIGN MARKETING TEDxUIUC | Director of Art and Design, Oct 2012– April 2013 My Role was to give marketing design direction and lead promotion video production process
goal
ideation
result
I find experiential marketing interesting. It allows potential customers to engage and interact with the brand in sensory ways that provides information. I believe this is a natural way to get attention and curiosity from the customer without being annoying and irritating. The actual customer experience with the brand will help people to connect to the brand and increase the brand image as well as awareness. The intention for this project was to create a natural connection and bring curiosity by placing a TEDXUIUC wood panel structure in the quad area (one of the most crowded place on campus) and to make them actively participate by giving them a simple direction: Post a note on the board saying something that inspires you!
CURIOSITY
PARTICIPATION
AWARENESS
168 to 502 in a week Promotion Video hit over 500 views in 5 days facebook likes increased from
total
712 applied for the event. (Only 400 seats were available)
Experiential Marketing for TEDXUIUC
Spring 2013 @ University of Illinois_ Main Quad
PROJECT
02
branding & identity spring 2013 individual work
White Fox Napa Valley CHARDONNAY Estate 2008 Grown
cameleon SHIRAZ CALIFORNIA
2006
Black Cat MERLOT CALIFORNIA 2007
T Blue Snake ZINFANDEL CALIFORNIA
2007
he wine world is immense. This is an opportunity rather than an obstacle. But reading a wine label as a beginner can be an overwhelming experience. It is common that people buy wine based on arbitrary ratings, ambiguous tasting notes, or the label design. Naming wines to mysterious animals with unique characteristics, this project started from a simple purpose: To provide better communication to buyers when it comes to wine buying. I believe this indirect yet imaginative approach will entertain the buying experience while remaining the class of wine.
Copyright Š 2013 by Lily Oh
White Fox Napa Valley
White Fox
CHARDONNAY Estate 2008 Grown
Chardonnay Smell and Flavor Elements Chardonnay’s crisp taste and delicious notes of vanilla, apple, and tropical fruits make it one of life’s great pleasures. Chardonnay is also one of the few white wines that can be aged. While many white wines lose their flavor after two years in the bottle, Chardonnay can keep improving for five to eight years. Many winemakers carefully age Chardonnay in oak barrels. Over time, the oak imparts toasty, buttery flavors to the wine.
Copyright © 2013 by Lily Oh
cameleon SHIRAZ
cameleon
CALIFORNIA
2006
SHIRAZ CALIFORNIA
2006
Shiraz Smell and Flavor Elements Simple Syrah/Shiraz can be quite fruit-driven, exhibiting blackberries, mulberries, loganberries and the like. Upper-end Syrah/Shiraz will have layers of flavor and express its fruit in conjunction with spice, herb and musky wood smoke. The grape tends to have two major modes of expression: fruit and spice. Syrah forms intense wines, with deep violet, nearly black color, chewy texture and richness, and often alcoholic strength, with aromas that tend to be more spicy than fruity.
Copyright Š 2013 by Lily Oh
Black Cat MERLOT CALIFORNIA 2007
Black Cat
MERLOT CALIFORNIA 2007
Merlot Smell and Flavor Elements Stylistically, Merlot can be light, easy drinking, and fruit-driven or more complex, with big, bold tannins, dark fruits and dark spices. Site and viticultural practices play a large role in determining the flavors in the glass, as does winemaking technique. As a result, this grape can deliver juicy quaffing wine or powerful, age-able bottlings. Copyright Š 2013 by Lily Oh
Blue Snake ZINFANDEL
Blue Snake
CALIFORNIA
2007
ZINFANDEL CALIFORNIA
2007
Zinfandel Smell and Flavor Elements Stylistically, Zinfandel is a heady, full-bodied red with ripe raspberry fruit accented by pepper and spice. At times, it expresses medicinal aromas, but in most cases its fruit is complemented by a dusky, briary, brambly undercurrent that hints of bay leaves, sweet thyme, and basil that has gone to seed. Zinfandel’s ability to produce prodigious amounts of alcohol is legendary. Most modern styles of Zinfandel reach at least 14% alcohol, sometimes more. This can often create wines whose flavor profile is dominated by a brandied character. Copyright Š 2013 by Lily Oh
Advertising
Why
What
Key Characteristic of product
How
Finalist, Samsung OLED Design Competition, 2012
To make customers aware of Samsung’s new display. To create a desire and curiosity for this new product. To make customers take the next step.
Transparent // Paper thin // Rollable // Foldable Glasses free 3D effect // Ultra-high definition
Simple slogan “So Real” as a way for capturing attention. Create a story - The user of Samsung OLED holds up the display to the sky. - The transparent screen shows the color of the sky. - Soon, the user thinks the color is similar to Venice River in Italy. - The user pulls out an image of the river. Every thing looks so real! Emphasis : Transparency, 3d effect, Paper thin, Interactive
PROJECT
03
Medium // Photoshop A4 size
Product Planning
PROJECT
Finalist, Amore Pacific Cosmetics Marketing Competition, 2012
Theme and overview of the Award Suggest New or New Business Items : New products/New Business and implementation strategies for one of the AMOREPACIFIC brands
Research Background - Busy Lifestyle - Frequently Travel - Negative impression from bad breath
Problem Area
Design Goal “ Create a product that understands the user lifestyle�
BUSY LIFESTYLE
Consumer Analysis - Business people - People who spend most of their times outside Reasons for not carrying toothbrushes - Low portability - Laziness - Bad Design Company Analysis - Technical and Medically proven - Second Division on Market - In process of building trust with consumers Competitor Analysis - Portable toothbrushes are not technical enough [Hard brushes]
04
BULKY
BAD IMPRESSION
BAD ORAL HEALTH
the product must be...
1. Portable 2. Attractive 3. Convenient 4. Low Price 5. Customize
Product Concept // Sub-branding // Targets outdoor use Key words // Portability. Attraction. Conveniency
Concept 01
Concept 02
Concept 03
Concept 04
Instant capsule mouth-wash
Powder type toothpaste // mouth-wash
Foldable toothbrush with freshening beads
Self breath check Smell detector
Promotion Direction
Communication Strategy
EMOTIONAL
Benefit Marketing
SENSIBLE
Concept 01
Vending Machine with Smell detector. Interactive and Informative. Placement: Public restrooms Experience Marketing
CONNECTION
Experience marketing integrates elements of emotion, logic and general thought process to connect with consumers. The goal is to establish the connection in such a way that the consumer responds to a product based on both emotional and rational response levels.
= Below the line(BTL) sales promotion
Concept 02
Interactive video art / games. Responses to footsteps. Pedestrian can get information about their oral health status by entering the food they consumed.
Fashion
PROJECT
05
Marketing + Promotion SPRING 2013 INDIVIDUAL WORK
Mission
Analyze brand identity as well as its strength and weaknesses. Come up with a marketing strategy that works effectively for the typical target customers.
BRAND
JILL STUART NEW YORK is a menswear line created by JILL STUART FAMILY GROUP in 2011. Along the men’s growing interest in fashion, the intention of this line for JILL STUART is to make contemporary menswear available with classical yet chic style.
TARGET
Age 25-35. Independent and adventurous. Style conscious young men.
BRAND
LANGUAGE
BRAND IMAGE
CUSTOMER’S PERCEPTION
5
0 professional
unique
artsy
rustic
classic
confident
modern
feminine
PROFESSIONAL + UNIQUE
CURRENT PROBLEM
01
awarness
price
qualtiy
accessiblilty
customer loyalty
HIGH QUALITY, LOW ACCESSIBILITY
User Interface and the design concept for the website do not carry the brand language. This breaks the consistency of the brand messaging.
personality temporary Events
02
PROMOTION DIRECTION
participate
No real effort found to reflect the brand philosophy. Only Temporary events were held for promotion. Balance of Personality,Value and active participation is needed.
fashion
value
art photo design culture music video food party travel
“ Consumers are looking to feel a personal connection with the brands they love ”
CONCEPTS INTEGRATIVE + VIRAL MARKETING
01. Website Renewal
interact
follow
share
Mobile App
03.
Young Artist
Sponsorship
04. Seasonal Events
like
connect
show off
inform
Add contents to website that invites customers to participate WHAT TO WEAR STYLE HELPER JSNY JOURNAL TAG LINE Rise of interest network
CONCLUSION
02.
Create a unique app that turns JSNY visions into visual effects which one can easily apply to their mobile pictures.
Following the brand philosophy to support young talented artists in various fields. Discover their talents.
Face to face is important. Brand encouraging to socialize, the more money the customers will spend
App embraces style
Show the Value of JSNY
Encouraging lounging
- Andre warren
Marketing strategy that goes with the brand philosophy will strengthen the brand identity
Thank you for your time !
- Lily Oh
;) Copyright Š 2012 Lily Oh. All rights reserved