Sanddi Lee PORTFOLIO
A . K . A H S I N G -T Z U L E E
THIS IS MY TYPE OF TYPE.
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/ Chapter 00
002 | 003
Tab l e of Con ten t
005–013
CHAPTER 01 CAFE O.C.D
015–021
CHAPTER 02 D AY O F T H E D E A D
023–033
CHAPTER 03 URBAN OUTFITTERS
035–043
CHAPTER 04 A N D R O N I C O ’ S D E L I C AT E S S E N
045–049
CHAPTER 05 KO R B I N K A M E R O N W I N E RY
051–059
CHAPTER 06 GIANTS BOARD GAME
061–075
CHAPTER 07 MAKEUP BOOKLET SERIES
077–093
CHAPTER 08 YEAR 2081
095–105
CHAPTER 09 JEROME DREYFUSS
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/ Chapter 01
004 | 005
C a fe O.C .D
/ Course I d e n ti ty Two
/ Instructor G ord on M or ten sen
CHAPTER 01
IDENTITY
CAFE O.C.D
YES, I HAVE O.C.D. AND I TAKE THAT AS AN ADVANTAGE.
/ Objective Choose an existing company of your choice or create one of your own and re-brand the company identity.
/ Concept Cafe O.C.D is a theme cafe thats based on the idea of O.C.D (Obsessive-compulsive disorder). It’s to bring positive awareness to the public by bringing in fun elements to focus on the unique quality of such symptom.
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/ C/ hCa hp at eprt e0r 10 1 O.C C aC fea fe O.C. D .D
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/ Chapter 01 C a fe O.C .D
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/ Chapter 01 Ca fe O.C .D
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/ Chapter 01 Ca fe O.C .D
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/ Chapter 02
014 | 015
D ay of th e Dead Atlan ta
/ Course I d e n t ity Two
/ Instructor G o rd on Morten sen
CHAPTER 02
IDENTITY
D AY O F T H E D E A D A T L A N T A
I HAVE NEVER FELT SO ALIVE BEFORE TODAY.
/ Objective Design a set branding for Day of the Dead Festival in Atlanta.
/ Concept This particular festival event was for the Day of the Dead Festival in Atlanta. The design and color theme were designed to fit the local characteristics. The core concept was “Honoring the loved ones that has past away and reconnect with the spirits through memories.
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/ Chapter 02 D ay of th e Dead Atlan ta
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y a D of the
D ea d
/ Chapter 02 D ay of th e D ead Atlan ta
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/ Chapter 02 D ay of th e Dead Atlan ta
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/ Chapter 03
022 | 023
U r b an O u tf itters
/ Course I d e n t ity O n e
/ Instructor D a r re l Hayd en
CHAPTER 03
IDENTITY
URBAN OUTFITTERS
I MAY NEVER FIT IN A SIZE ZERO, BUT I DON’T CARE.
/ Objective Choose an existing company of your choice or create one your own and re-brand the company identity.
/ Concept Urban Outfitters is one of the largest clothing company in the United States. The product line has evolved from kitschy apparel and furniture to include luxury brands and several designer collaborations. The concept of the re-branding was not only to inherit the original characteristic but also bring more contemporary element into the identity.
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/ Chapter 03
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Ur b an O u tf itters
URBAN OUTFITTERS
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/ Chapter 03 Ur b an O u tf itters
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/ Chapter 03 Ur b an O u tf itters
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/ Chapter 03
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Ur b an O u tf itters
URBAN ME TRUE URBAN STORY
ME URBAN URBAN OUTFITTERS
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/ Chapter 03 Ur b an O u tf itters
032 | 033
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/ Chapter 04
034 | 035
A n d ron ico’s Delicatessen
/ Course Packa g e Desig n Two
/ Instructor C h r i st in e Georg e
CHAPTER 04
PAC K AG I N G
A N D R O N I C O ’ S D E L I C AT E S S E N
MR. SMITH YOUR REUBEN IS READY!
/ Objective Choose an existing company of your choice or create one of your own and design a whole series of packaging collection.
/ Concept Andronico’s is one of the well-known Delicatessen in San Francisco that sells variety of products. The goal was to give it a more sophisticated and contemporary look while still keeping the traditional etiquette.
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/ Chapter 04 A n d ron ico’s Delicatessen
036 | 037
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/ Chapter 04 A n d ron ico’s Delicatessen
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/ Chapter 04 A n d ron ico’s Delicatessen
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/ Chapter 04 A n d ron ico’s Delicatessen
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/ Chapter 05
044 | 045
Ko r b i n Kameron Win ery
/ Course Packa g e Desig n Th ree
/ Instructor C h r i st in e Georg e
CHAPTER 05
PAC K AG I N G
KO R B I N K A M E R O N W I N E RY
MY FRIENDS, WELCOME TO MY QUEENDOM.
/ Objective Choose an existing alcoholic beverage company of your choice or create one your own and design a series of packaging collection.
/ Concept Korbin Kameron is a local winery that produces varieties of red wines and white wines. I created an imaginary whiskey collection for this winery that’s called “The Queen”.
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/ Chapter 05 Ko r b i n Kameron Win ery
046 | 047
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/ Chapter 05 Ko r b i n Kameron Win ery
048 | 049
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/ Chapter 06
050 | 051
G i a n t ’s B oard G ame
/ Course Packa g e Desig n Th ree
/ Instructor C h r i st in e Georg e
CHAPTER 06
PAC K AG I N G
M O N O P O LY G I A N T ’ S B O A R D G A M E
I ABSOLUTELY ENJOY BEING RICH IN THIS WORLD.
/ Objective Choose an existing game of your choice or create one your own and re-design/design a fully functional game.
/ Concept Took the classic metropolitan game “Giant’s Collector ’s Version” and redesigned it into a completely different look, but kept the original theme and game rules.
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/ Chapter 06 G i a n t ’s B oard G ame
052 | 053
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/ Chapter 06 G i a n t ’s B oard G ame
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/ Chapter 06 G i a n t ’s B oard G ame
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/ Chapter 06 G i a n t ’s B oard G ame
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/ Chapter 07
060 | 061
B o o k l et Series
/ Course Ty p o grap hy Th ree
/ Instructor L i an N g
CHAPTER 07
TYPOGRAPHY
BOOKLET SERIES
I WEAR MAKEUP TO SHOW NOT TO HIDE WHO I AM.
/ Objective Create a series of booklet based on the theme of the collection of your choice.
/ Concept This 3-booklet series is based on a varieties of looks of makeups, story of eye-shadow, and beauty packagings. Starts with the first book, which covers 7 varieties of looks 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.
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/ Chapter 07 B o o k l et Series
062 | 063
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/ Chapter 07 B o o k l et Series
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talc
mica
/ Chapter 07
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B o o k l et Series
sericit e
magnesium
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/ Chapter 07 B o o k l et Series
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/ Chapter 07 B o o k l et Series
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/ Chapter 07 B o o k l et Series
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/ Chapter 07 B o o k l et Series
074 | 07 5
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/ Chapter 08
076 | 077
Ye a r 2081
/ Course Ty p o g rap hy Fou r
/ Instructor A r i e l Grey
CHAPTER 08
TYPOGRAPHY
YEAR 2081
HOW DID WE LOSE OUR HUMANITY?
/ Objective Design a book and a poster for a 3-day type conference of your choice.
/ Concept The 3-day type conference is about the period of time when human race hits post-apocalypse, when everything goes back to zero, and what would happen to the society. The message is to express such situation through typography and the expression of experimental typography.
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/ Chapter 08 Ye ar 2081
078 | 079
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 08 Ye ar 2081
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/ Chapter 09
094 | 095
J e ro me D reyf u ss
/ Course Vi s u a l Desig n Two
/ Instructor
Eszter Clark
CHAPTER 09
TYPOGRAPHY
JEROME DREYFUSS
LOVE YOUR BAG FOR HOW IT WAS MADE.
/ Objective Choose an existing company of your choice and create a promotional campaign book for the brand.
/ Concept Jerome Dreyfuss is a well-known French accessories/ handbag designer. The goal of this promotional book was to focus on some unique quality of the brand which is humanitarianism toward to the material the designer uses to make his design.
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/ Chapter 09 J e ro me D reyf u ss
096 | 097
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LA
/ Chapter 09
098 | 099
J e ro me D reyf u ss
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
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/ Chapter 09 J e ro me D reyf u ss
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/ Chapter 09 J e ro me D reyf u ss
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/ thank you...
Thank you, my dearest parents, thank you for your great love and endless support, always gave me the courage, even when it was not easy. My brother, thank you for always have your faith in me, direct me to the right direction, helping me get up when I fall. My fellow school-mates, thank you for all the help and tips, helping each other grow and marching on to a better future. It was a pleasure to be able to have this journey with you. Thank you Mary, thank you for being there for me, pushing through. I appreciate your patience, your support, and understanding. It means so much to me. And lastly, I want to thank you Academy of Art University, for giving me a change to start with, without you, I wouldn’t be where I want to be.
/ Chapter 00 Th an k You
108 | 109
Sanddi Lee
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/ designer Hs i n g-Tz u San d d i Lee
/ phone +1 41 5 6 24 7 1 37
sanddilee@gmail.com
/ website
www.sanddileedesign.com
/ school AC A D E M Y O F A R T U N I V E R S I T Y
7 9 N ew M o n t g o m e r y S t re e t S a n F ra n c i s c o , C A 9 4 1 0 5
/ instructor
Mary Scott
/ printer & binder
Blurb.com
/ typeface
Gotham + Baskerville
/ paper stock
Mohawk Uncoated
/ photography
Sanddi Lee
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