Sean Lee Portfolio

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The assignment was to create a marketing catalog for the expansion of an existing brand.

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MARIAGE FRÈRES

APPROACH The new catalog of the french tea company reflects its long history brand equity in modern attributes.

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ESZTER CLARK

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OBJECTIVE

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The assignment was to design a Brie cheese brand as well as its brand system that can be applied to multiple items.

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PROJECT

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Brie Cheese

APPROACH The idea was creating a unique heritage, a creamery who started their business with the railroad to supply their products.

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Christine George

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The assignment was to create an informative coffee table book within specific science related study area.

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Coffee Table Book

APPROACH The concept was to develop an idea how the universe and human are connected to each other in scientific perspectives.

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Ariel Grey

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The assignment was to create a mobile application for San Francisco and Bay area local community.

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Mobile Application

We Ride is a mobile community for local bicycle riders. Users can get to know other riders and grow the bicycle community.

APPROACH

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The assignment was to redesign an existing board game to be marketed as a collector ’s edition.

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Game Board

APPROACH This collector ’s edition board game was inspired by the medieval theme of famous TV show series, Game of Thrones.

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Christine George

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The assignment was to redesign, corporate identity, new application system, and identity guideline manual.

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Kia Motors

APPROACH The design focused on the company’s modern, distinctive, and energetic attributes to target younger generation consumers.

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The assignment was to create a winery and design a new visual system for their products.

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Wine

McConnery is a memorial wine for people who lost their loved ones. Each wine is made with the deceased’s name on it.

APPROACH

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The assignment was to redesign the BBQ sauce brand, and set of three items or more that delivers its brand system.

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BBQ Sauce

APPROACH The main idea behind the new look of Yoshida brand is having an oriental look and feel as well as keeping its brand heritage.

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Christine George

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The assignment was to redesign Costco’s brand lines for new target consumers to raise Costco’s annual profit.

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Group Collaboration

We created icon system for Kirkland brand to unify their brand system and created private brands to attract new consumers.

APPROACH

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Michael Osborne

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COSTCO

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KIRKLAND

PANTRY

BEAUTY

PANTRY

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COFFEE.CO

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PORK PANTRY BEAUTY PANTRY

COFFEE.CO GOURMET BEAUTY BEAUTY

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BEEF PRODUCTIVITY COFFEE.CO COFFEE.CO

CHOCOLATIER BABY

REMEDY

D E PA R T M E N T

C AT E G O R Y

Costco House Brand

TA R G E T 30% Baby Boomers 70% Millennials

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Kirkland aims to bridge that gap for the milSEASONING lennials into the transition category to built trust. Since quality is in products, it is crucial that the aesthetics of productsPORK translate t h at q u a l i t y. To a p p re c i at e t h e s u p p o r t o f the boomers, new products and systems will be designed to not leave anyone behind.

BEEF

BABY POULTRY REMEDY BEEF CHOCOLATIER CHOCOLATIER CHOCOLATIER WELLNESS BEEF

SEAFOOD WELLNESS WELLNESS

PRODUCTIVITY

POULTRY

WELLNESS POULTRY POULTRY

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BABY PRODUCTIVITY PRODUCTIVITY SEAFOOD SEAFOOD PRODUCTIVITY REMEDY

BABY

BABY REMEDY BABY

REMEDY REMEDY

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Private Brand

STOCKPILE

AXIS

D E PA R T M E N T

D E PA R T M E N T

D E PA R T M E N T

Hypoallergenic Health and Beauty

Small Business Supplies

Dual–use Home and Decor

TA R G E T

TA R G E T

TA R G E T

10% Baby Boomers 90% Millennials

50% Baby Boomers 50% Millennials

10% Baby Boomers 90% Millennials

Think is a health and beauty brand that consist of is a range of hypoallergenic products that are safe, reliable and allergen free.

C o stc o’s b u l k st rateg y c o m e s i n w i t h of fe ring price discounts on multiple items. It retails at a higher price per flo oz but lower cost price yet having the choice of variety.

Stockpile is a bulk size brand, specific to the essentials of small business owners that fall between Costco and Costco business center.

The brand intends to induce the tribe association within consumers by having ranges of curated products for them that shows exact quantities consumers need to purchase.

A x i s i s a h o m e a n d d e c o r l i n e t h at a i m s to s u i t yo u r eve r yd ay p refe re n c es . T h e reve rs ible sheet covers mats and interchangeable items that you will never see a mundane day.

It also serves to boost the value of Kirkland.

Though generally lower in quality and better in value it’s variety and flexibility will satisfy.

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I would like to thank all my family, teachers, and friends for all the supports, encouragement, and love they have given to me. I wouldn’t have been able to do this program without them.

FA M I LY _ Dad, Mom, Sister, Granddad, and Grandma / T E AC H E R S _ Mary Scott, Christine George, David Hake, Michael Osborne, Ariel Grey, Eszter Clark, Roland Young, Todd Hedgepeth / F R I E N D S _ Juseok Lee, Taeim Kim, Donghwan Ryu, Kyungkyu Lee, Terell Sterling, Valery Nguyen, Esha Menon, Arum Kil, and all the AAU Friends.

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T H A N K S TO

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“Costco Pallets” by Lars Hammar, CC BY 2.0 Rotated from original. On page 110

“Wilson Lincecum” by Jeremy Brooks, CC BY 2.0 Cropped from original. On page 56

“Love Is Stronger Than Death” by Jeremy Brooks, CC BY 2.0 Cropped from original. On page 46

C R E D I T AT T R I B U T I O N

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P R E PA R AT I O N

projec t s of

S E AN L E E

n u mbe r 01

02

COLOPHON

Sean Lee

DESIGNER

COURSE Senior Portfolio

INSTRUCTOR Mary Scott

Preparation

TITLE

PRINTER Giant Horse

BINDERY Key Binding

S O F T WA R E Adobe CC 2014

PHOTOGRAPHY Jayce Park

T Y P E FA C E

03

Russell Square, Adelle, Adelle Sans, Adobe Caslon

COVER STOCK Arrestox B Gunny Sack

Finch Fine 100 lb

TEXT STOCK

04

05

06

07

08

09

C O LO P H O N

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