2014 SPRING
| BFA Portfolio Review Hsing-Tzu Sanddi Lee
2014 SPRING
| BFA Portfolio Review Hsing-Tzu Sanddi Lee #02623504 +1.415.624.7137 sandy6983@hotmail.com
# 1 _P E R SON A L I D E N T I T Y | 04—07
# 2 _U R B A N OU T F I T T E R S | 08—11
# 3 _C A F E O. C . D | 12—17
# 4 _A N D R ON I C O’ S D E L I | 18—27
# 5 _KOR B I N KA M E R ON W H I SKE Y | 28—35
# 6 _G I A N T ’ S G A M E BOA R D | 36—41
# 7 _BO OKL E T SE R I ES | 42—49
# 8 _2 0 8 1 T y p e c on f e r e n c e | 50—55
# 9 _JE R OM E D R E Y F U SS | 56—61
#1
O bj ect i ve
Con ce pt
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D esign a person al ident it y s y s t e m
I have always enjoy hand-written art forms, I think you can tell what a person is like by looking at one’s handwriting. As
Co ur s e |
I want people to “see” who I cam through my handwriting, this signature of mine become my personal identity.
Identity 1
Instr u c t o r | D arrell Hayd en
05
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
06
Project _ Personal Identity
07
#2
O bj ect i ve
Con ce pt
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Choose an existing company of your choice and re-brand
Urban Outfitters is one of the largest clothing company in
the company identity.
the United States. The product line has evolved from vintage, bohemian, retro, hipster, ironically humorous, kitschy apparel
Co ur s e | Identity 1
and furniture to include luxury brands and several designer collaborations. The main concept of the re-branding was not only to inherit the original characteristic but also bring more contemperory element into the identity.
Instr u c t o r | D arrell Hayd en
09
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
10
Project _ Urban Outfitters
#3
O bj ect i ve
Con ce pt
|
|
Choose an existing company of your choice or create one
Cafe O.C.D is a theme cafe thats based on the idea of
your own and re-brand the company identity.
O.C.D (Obsessive-compulsive disorder). It’s to bring positiv awareness to the public by bringing in fun elements to
Co ur s e
focus on the unique quality of such symptom.
| Identity 2
Instr u c t o r | G ordon Morten sen
13
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
P r o j e c t _ C a f e O. C . D
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
P r o j e c t _ C a f e O. C . D
17
#4
O bj ect i ve
Con ce pt
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|
Choose an existing company of your choice or create one
Andronico’s is one of the well-known Delicatessen in San
your own and design a whole series of packaging collection.
Francisco that sells variety of products. The goal was to give it a more sophisticated and contemporary look while
co ur s e
still keeping the traditional etiquette.
| Packag ing Design 2
Instr u c t o r | C hris tine Georg e
19
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
20
P r o j e c t _ A n d r o n i c o ’s
21
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
22
P r o j e c t _ A n d r o n i c o ’s
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H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
P r o j e c t _ A n d r o n i c o ’s
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
26
P r o j e c t _ A n d r o n i c o ’s
27
#5
O bj ect i ve
Con ce pt
|
|
C hoose an existing alc o ho lic be v e r a ge c o m pa ny o f y ou r
Korbin Kameron is a local winery that produces varieties of
choice or create one yo ur o w n a nd de s ign a s e r ie s o f
red wines and white wines. I created an imaginary whiskey
packagin g collection .
collection for this winery that’s called “The Queen”.
Co ur s e | Packag ing Design 3
Instr u c t o r | C hris tine Georg e
29
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
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Project _ Korbin Kameron
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H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
32
Project _ Korbin Kameron
33
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
34
Project _ Korbin Kameron
35
#6
O bj ect i ve
Con ce pt
|
|
C hoose an existing g ame o f y o ur c ho ic e o r c r e a t e o ne y o u r
To o k t h e c l a ssi c me t r o p o l i t a n g a me “G i a n t ’s C o l l e c t or ’s
own and re-design /d esign a f ully f unc t io na l ga m e.
Ve r si o n ” a n d r e d e si g n e d i t i n t o a c o mp l e t e l y d i f f e r e nt l o o k , b u t k e p t t h e o r i g i n a l t h e me a n d g a me r u l e s.
Co ur s e | Packag ing Design 3
Instr u c t o r | C hris tine Georg e
37
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
P r o j e c t _ G i a n t ’s G a m e B o a r d
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
40
P r o j e c t _ G i a n t ’s G a m e B o a r d
41
#7
O bj ect i ve
Con ce pt
|
|
C reate a series of bookle t ba s e d o n t he t he m e o f t he
This 3-booklet series is based on a varieties of looks of
collection of your ch oi c e.
makeups, story of eye-shadow, and beauty packagings. Starts with the first book, which covers 7 varieties of looks
Co ur s e | Typogr ap hy 3
of makeups, and then go on to the history and some fun tips of eye-shadows, finally, ends with the booklets about the history and the usages of beauty packagings.
Instr u c t o r | Lian N g
43
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
44
P r o j e c t _ Ty p e B o o k l e t S e r i e s
45
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
46
P r o j e c t _ Ty p e B o o k l e t S e r i e s
47
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
48
P r o j e c t _ Ty p e B o o k l e t S e r i e s
49
#8
O bj ect i ve
Con ce pt
|
|
Design a book and a poster for a 3-day type conference of
The 3-day type conference is about the period of time when
your choice.
human race hits post-apocalypse, when everything goes back to zero, and what would happen to the society. The
Co ur s e |
message is to express such situation through typography and the expression of experimental typography.
Typography 4
Instr u c t o r | Ariel Grey
51
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
52
P r o j e c t _ Ty p e C o n f e r e n c e
53
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
P r o j e c t _ Ty p e C o n f e r e n c e
#9
O bj ect i ve
Con ce pt
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|
C hoose an existing compa ny o f y o ur c ho ic e a nd c r e a t e a
Je r o me D r e y f u ss i s a w e l l -k n o w n F r e n c h a c c e sso r i e s/
prom otion al camp aig n bo o k f o r t he br a nd.
h a n d b a g d e si g n e r. T h e g o a l o f t h i s p r o mo t i o n a l b o o k was t o f o c u s o n so me u n i q u e q u a l i t y o f t h e b r a n d w h i c h i s
Co ur s e |
h u ma n i t a r i a n i sm t o w a r d t o t h e ma t e r i a l t h e d e si g n er u ses t o ma k e h i s d e si g n .
Vis ual System 2
Instr u c t o r | Esz ter Clark
57
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
58
Project _ Jerome Dreyfuss
LA MARQUE
COLLECTIONS
E-SHOP
BOUTIQUES
CONTACT
QUOI DE
NEUF SUR LE’ESHOP? >>> LE BLOG
La célèbre blogueuse mode réalise une jolie vidéo aux couleurs de la collection printemps-été 2013 avec un Carlos tie & die fringant.
FR / EN
59
H s i n g - T z u S a n d d i L e e _ B. F A P o r t f o l i o R e v i e w 2 0 1 4 S p r i n g
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Project _ Jerome Dreyfuss
61
for taking the time
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thank you