PORTFOLIO 2008-2012 PAUL OH
familiarity
market
market
brand aesthetic MUSE Project:
Propose a product to keep the Blackberry brand alive. Design a product that is appropriate for RIM along with trends and competitive activity and presence in the market.
Duration:
Two (2) Weeks
What the Market says...
“
RIM expected to cut BlackBerry sales targets - ZDNET.com
Apple doubles iPhone sales in holiday quarter, sailing past analyst estimates
*58% of U.S. Blackberry owners want
to buy an iPhone or Android device
- CNN TECH
-The Washington Post
Some analysts argue that developing multiple BlackBerry (phone) models is spreading RIM too thin.
vs
Blackberry
Apple
- Business - Professional - Analog - Secure
- Sleek - Clean - Digital - Intuitive
** Interview results (10 subjects) Common answers Question “How would you describe company X in one word?”
problem
- The New York Times
What can Blackberry do if phone sales are dropping
E-reader sales are growing Market Price points... Nook $99.00
B.
iPad $499.00
C.
Kindle $79.00
D.
Blackberry $?
?
What if Blackberry entered the E-reader market?
every year
- Venture Beat
A.
*prices shown are sourced from manufacturers websites
A.
3x
B.
C. D.
Blackberry ?
E-readers on average
cost at least 3x less
than a tablet
Tablet Adoption Grows More Slowly Kristen Purcell, Associate Director for Research, Pew Internet Project
opportunity
Early iterations explored physical integration of phone and tablet to create a new product
Further iteration focused on blending an analog and digital user experience
development
a.
Model intended to recreate a tangible book reading experience with a digital interface
b.
Model focused on premium quality with materials such as leather and aluminum
models
familiarity MUSE gives the user a tactile quality similar to opening a leather bound novel
Leather Chosen for texture, familiar luxury quality, and the ability to change with age like other leather goods.
Aluminium Chosen for durability, low weight, and extra tactility.
Battery is located in the spine in order to give a similar feeling of heft to a real book.
concept
gestural UI In order to create a unique reading experience, MUSE utilizes Blackberry’s trackpad technology allowing swipe gestures
ON OFF
E Ink Display E Ink technology creates a readable experience closer to physical ink on paper than any other electronic display. - eink.com
volume can be adjusted by touching speaker. UP or DOWN
technology
7.
5”
FRONT
SPINE
OPEN
MUSE
6.
0”
Bridging the gap between analog and digital reading
brand aesthetic
watches
skill refinement THE 458 Project: Design a watch that reflects the aesthetic of the Ferrari 458 Italia. Chance for development of sketch/marker rendering skills.
Duration: Four (4) Weeks
The Ferrari 458 Italia was the “it” car of 20092010 so I chose to design a new timepiece for Ferrari around this cars’ aesthetic language.
The Ferrari 458 msrp: $225,325
-Edmunds.com
If the car costs this much, what if a “unique watch” came with the car? Meant to promote brand loyalty and to show customer appreciation, a modern timepiece would complement the extravagant lifestyle of Ferrari customers.
opportunity
*How is this watch any different than other mainstream watches?
- aluminium - titanium - steel - rubber - glass - genuine leather - carbon fiber
- aluminium - titanium - steel - rubber - anti-glare mineral glass - genuine leather - carbon fiber
* types: 1. Scuderia Ferrari 2. World Time 3. Jumbo/150th Anniv. 4. Paddock 5. Laptime
car price range: watch $225,325.00 $419.00 - $22,119 color palette
info/images from: http://store.ferrari.com/en/watches/
the market
Early ideation focused on specific details of the car such as the distinctive taillights and interior gauge cluster.
Face highlights distinct gauges with same color palette and a duel information cluster.
development
Star pattern reflects the bespoke wheel design on the Ferrari 458.
Concept eventually focused on reflecting the overall aesthetic of the vehicle giving the watch an aggressive and athletic feel.
development
Learning from mistakes Unsatisfied with initial results.
I
II
III
Due to an initial lack of experience with SolidWorks, development of a 3-D model was limited and crude.
Aesthetic would not appeal to the mature audience that would likely own this watch.
Saturation of details take away from the overall goal of aesthetic refinement and aggression. Watch does not reflect the Ferrari 458 beyond its exterior.
Given these issues, I made the decision to go back and update the watch utilizing the new insights and gained abilities.
development
Revisiting the model.
final
THE TIME IS
1:30:15
DAY
NIGHT
Activate lights by pushing in crown
Just as Ferraris stand out on the street, the 458 stands out as a sports watch because of its’ signature gauges and sophisticated design. Utilizing unibody construction, the 458 body is made from a single piece of aluminum for durability and clean aesthetic.
the face
0.13”
0.88”
Materials: - Aluminium
0.13”
- Titanium 0.21”
- Steel - Glass
1.50”
0.21” 1.13”
- Vulcanized Rubber - Carbon Fiber - LEDs (center screen/lights)
Staying true to the Ferrari 458 Italia car, the 458 watch is made of the same advanced and durable materials which utilize state of the art construction methods.
the body
Just like the car, the 458 watch can be customized to suit every customers tastes.
customizing
The 458
Fine Tuned Aggression
cheap
luxury
longevity SCHUHKARTON Project: Design a piece of furniture that also acts as storage Duration: Five (5) Weeks
Commercial establishments generate a large portion of the estimated 31.4 million tons of corrugated cardboard discarded each year -EPA.gov
A. B.
similar details 3X cheaper
C. D.
-material considerationDespite the greatly varying prices between shoes, most commercial shoe boxes are made of cheap paperboard. Why not something of quality?
shoe price key *prices sourced by retail websites
opportunity
A. B. C. D.
$149.99 $54.99 $100.00 $400.00
Is there consideration for a second life beyond the retail environment for shoe boxes
price
high
A. C.
pedro garcia
D.
KENNETH COLE
1.
STEVE MADDEN marc ecko
low
B. low
quality
high
**There is NO CORRELATION between price of product and quality of container
1.
CLEVER LITTLE BAG, designed for PUMA to reduce pollution and provide a reusable bag
2.
Rubbermaid shoe organizer, considers durability, organization, storability, and easy access.
3.
Generic Chinese shoe organizer, considers visibility and low cost of manufacturing (all plastic)
2.
3.
market
early thoughts Basic mechanism was explored which involved two interlocking pieces. Simple forms were used in order to allow stacking and ease of manufacturing.
Two pieces can be interlocked with an open side or closed side.
Explored rounded sides to match curves of shoes and hand. Drawing for size reference to shoes.
ideation
Side loading mechanism could be used on book shelves like existing organizers.
change of thought
The aesthetic of the concept was redirected towards a clean and soft design that is reflected by earlier iterations. Focus/purpose of concept became just for dress shoes and their organization.
ideation
Standard shoe boxes are provided with purchase, but customers often put old shoes inside and discard it. Some customers use boxes as general storage with no specific use.
Typically made of a type of paperboard, but more expensive shoes can come in boxes covered in materials such as velvet.
Due to the nature of paperboard, it is easily worn down and often discarded by users. Can be recycled if materials are not mixed.
considerations
second life
materials
longevity
SCHUHKARTON would be provided with purchase of shoes and act as a storage unit for that pair. Shape allows modularity to create a shoe rack or shelf.
All boxes will be made of layered maple veneers and maple hardwood with a small piece of walnut for contrast.
Due to the material choices and design, SCHUHKARTON will be able to easily last the duration of a pair of shoes and keep acting as storage for future pairs of shoes.
2.
What features does it have?
The ability to retrieve shoes without the A “display mode� was developed for the need to fumble with a stack as a result retail environment in order to better show of the drawer style design, off products.
Curved exterior provides a more Sliding mechanism was intended to be A small notch was added for a finger natural handle as opposed to a hard done with just one arm giving the retailer or thumb in order to easily remove edge with traditional shoe boxes. an easier task. the interior piece
models
1.
2.
3.
4.
5.
6.
materials:
Construction steps
- maple veneer (4’ x 8’ at 22.2 mil per sheet)
1.
Familiarize self with Inverted Router
6.
Cut veneers and wrap around MDF mold using straps
- MDF board
2.
Lasercamm template for mold
7.
Clamp and glue veneers overnight
3.
Use router to cut out pieces for MDF mold
8.
Separate and sand veneer interior pieces
4.
Join pieces of mold together. Drill clamp holes
9.
Cut out end pieces and glue
5.
Lay out veneers to flatten overnight
- maple board (0.5” thick) - walnut (0.5”) - plastic resin glue - wood glue - finishing wax
build
10.
Cut out opening from both veneer pieces to create reveal
11.
Finish by waxing surfaces for less friction to allow smoother sliding
7.
8.
10.
11.
9.
final
SCHUHKARTON
more than a box
Miscellaneous
Metal plate/block prints. Black and white print - 5.5” x 5.5” Red and Blue print - 10” x 10” Gradient print - 10” x 10”
Graphic Prints
Silk screen prints on bristol paper.
Graphic Prints
Before
Logo Re-Designs
After
Marker Renders
Gold Key Award Winner Sculpture Category
Pottery
Automotive Clay
THANK YOU