Sean Lee Portfolio by Sean CH Lee

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P R E PA R AT I O N

P o r t fol i o o f

S E AN L EE

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P o r t fol i o o f

S E AN L EE

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W E K NOW 4%

C R E A M E R Y S TAT I O N

MARIAGE FRÈRES

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02 06 McCONNERY

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04 0 7 Y O S H I D A B B Q S AU C E

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05 08 COSTCO

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SCHEDULES

TA B L E O F C O N T E N T S

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08 0 1

OBJECTIVE

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

PROJECT

MARIAGE FRÈRES

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

INSTRUCTOR

ESZTER CLARK

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OBJECTIVE

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

PROJECT

Brie Cheese

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

INSTRUCTOR

Christine George

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1 1 03

OBJECTIVE

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

PROJECT

Coffee Table Book

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

INSTRUCTOR

Ariel Grey

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WE KNOW 4%

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1 2 04

OBJECTIVE

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

PROJECT

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

INSTRUCTOR

Bryan Pieratt

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WE RIDE

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OBJECTIVE

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

PROJECT

Game Board

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

INSTRUCTOR

Christine George

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GAME OF THRONES

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OBJECTIVE

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

PROJECT

Kia Motors

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

INSTRUCTOR

Todd Hedgpeth

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KIA MOTORS

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OBJECTIVE

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

PROJECT

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

INSTRUCTOR

Christine George

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OBJECTIVE

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

PROJECT

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.

INSTRUCTOR

Christine George

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06 09

OBJECTIVE

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

PROJECT

Group Collaboration

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

APPROACH

INSTRUCTOR

Michael Osborne

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House Brand

KIRKLAND

PANTRY

BEAUTY

PANTRY

BEAUTY

GOURMET

PET

GOURMET

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SEASONING

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PET PANTRY

BEAUTY PORK

COFFEE.CO

PANTRY

PORK PANTRY BEAUTY PANTRY

COFFEE.CO GOURMET BEAUTY BEAUTY

PET BEEF

CHOCOLATIER

GOURMET

BEEF PET GOURMET GOURMET

CHOCOLATIER SEASONING PET PET

PET POULTRY

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POULTRY PET SEASONING SEASONING

PORK WELLNESS PET PET

COFFEE.CO SEAFOOD

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SEAFOOD PORK COFFEE.CO PORK

BEEF PRODUCTIVITY COFFEE.CO COFFEE.CO

CHOCOLATIER BABY

REMEDY

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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

SEAFOOD

BABY PRODUCTIVITY PRODUCTIVITY SEAFOOD SEAFOOD PRODUCTIVITY REMEDY

BABY

BABY REMEDY BABY

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Private Brand

STOCKPILE

AXIS

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

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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IDENTITY

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THANKS TO

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.

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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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

Russell Square, Adelle, Adelle Sans, Adobe Caslon

COVER STOCK Arrestox B Gunny Sack

Finch Fine 100 lb

TEXT STOCK

C O LO P H O N

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