Sanddi Lee's graphic design portfolio

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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

006 | 007


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/ Chapter 01 C a fe O.C .D

008 | 009


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/ Chapter 01 Ca fe O.C .D

010 | 011


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/ Chapter 01 Ca fe O.C .D

012 | 013


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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

016 | 017


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y a D of the

D ea d


/ Chapter 02 D ay of th e D ead Atlan ta

018 | 019


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/ Chapter 02 D ay of th e Dead Atlan ta

020 | 021


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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

024 | 025

Ur b an O u tf itters

URBAN OUTFITTERS


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/ Chapter 03 Ur b an O u tf itters

026 | 027


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/ Chapter 03 Ur b an O u tf itters

028 | 029


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/ Chapter 03

030 | 031

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

038 | 039


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/ Chapter 04 A n d ron ico’s Delicatessen

040 | 041


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/ Chapter 04 A n d ron ico’s Delicatessen

042 | 043


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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

054 | 055


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/ Chapter 06 G i a n t ’s B oard G ame

056 | 057


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/ Chapter 06 G i a n t ’s B oard G ame

058 | 059


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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

064 | 065


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talc

mica


/ Chapter 07

066 | 067

B o o k l et Series

sericit e

magnesium


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/ Chapter 07 B o o k l et Series

068 | 069


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/ Chapter 07 B o o k l et Series

070 | 071


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/ Chapter 07 B o o k l et Series

072 | 073


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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

080 | 081


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/ Chapter 08 Ye ar 2081

082 | 083


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/ Chapter 08 Ye ar 2081

084 | 085


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/ Chapter 08 Ye ar 2081

086 | 087


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/ Chapter 08 Ye ar 2081

088 | 089


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/ Chapter 08 Ye ar 2081

090 | 091


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/ Chapter 08 Ye ar 2081

092 | 093


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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

100 | 101


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/ Chapter 09 J e ro me D reyf u ss

102 | 103


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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

/ email

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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E E L U Z T- G N I S H A . K . A

YM SI SIHT . EP Y T FO EP Y T


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