Portfolio

Ryan Lee Portfolio

Hi! Hey there, my name’s Ryan Lee. I recently graduated from the Savannah College of Art and Design with a Bachelor’s degree in Graphic Design, and minors in Sequential Art and Animation minor. As a Graphic Designer, I am a versatile person that is able to work across different medium, and my design approach can be best described as the critical analyticality of an engineer and the creativity of an artist. I want to be able to utilize my artistic skills and design senses to help articulate the ideas and motives creatively and aesthetically pleasing. Together, this makes me strive to be a better designer by pushing myself beyond my comfort zone, and fine tune a design to better its outcome after it’s completed.

This portfolio features a selection of my best works so far, so please take your time and have a look.

Looking for me?

Tel: (912)412-8230 Email: ryanctl0319@gmail.com Website: ryanctlee.com

Content 1. High Speed Rail - An Infographic Oveview 2. Aspira Soccer League 3. Adrian and the Numericorns 4. US Consulate General Hong Kong and Macau Promotional Materials 5. National Videogame Museum Website Redesign and Membership Brochure 6. Hershey’s Nuggets packaging - American High Speed Trains 7. Avicii LP Cover 8. Happy Cow 9. The STEAM Project Appendix. Logos

01

High Speed Rail An Infographic Overview High-Speed Rail has been inaugurated in Asia and Europe for decades, carrying thousands of passengers in safety and comfort that no other modes of transportation can offer. In recent years, High-Speed Rail has been back in the public consensus again due to the crumbling status of the US’ infrastructure, as traffic congestion increases in major cities as well as the tightening security theaters at the airports.

Most Americans however, do not have any idea of what High-Speed Rail is capable of since the decline of passenger railroad after WWII. This project is created to educate the public about the concepts of High-Speed Rail, the advantages, and how does it fare compared to other modes of transportation such as driving or flying.

The first part of this project is an A1 sized poster that was later reformatted to 18 x 24 inches, and the second part is a short motion graphics video comparing the speeds of different high-speed trains. All the design elements are chosen with professionalism and tidiness in mind to properly articulate the concepts. The infographic poster visualizes key numbers and concepts and put them into perspective. The motion graphics video also has the same objective in mind but takes the presentation one step further by animating the contents and making them more visually appealing.

Above: Screenshots of the motion graphics video

Above: Different screenshot of the motion graphic video, explaining the concept of High Speed Rail with animation and kinetic text

02 Aspira Soccer League In 2018, the United States Men’s National Team was historically absent from the Russian World Cup stage after losing the final qualifying game to Trinidad & Tobago in the CONCACAF qualifications. The abysmal performance has prompted research to identify the reasons. It turned out that one of the root cause was the expensive payto-play soccer leagues that were hindering the talent development by pricing out many potential talents out of the game. In other countries, such as soccer powerhouse Brazil, children would have just picked up a soccer ball and play without having to pay an expensive fee to participate in the sport.

The Aspira Soccer League (ASL) was established to provide an alternative to the existing pay-to-play league system and aimed to lower the bar of entry for the beautiful game. The league aims to provide ASL sanctioned pick up games that are organized by the community, and also provide resources and workshops to help players to improve their skills.

A self-managed substantial project by building a series of 4 multimedia deliverables is launched to promote the league. Through utilizing a unified design language, there is a series of 4 multimedia deliverables that were delivered. These contain the logo, posters, websites, and the mobile app that promotes the league and provides basic functionality such as inquiries and signing up for games to play.

Left: A poster mockup to advertise the Aspira Soccer League (ASL). These posters will go out into places such as youth centers and schools, where a majority of ASL’s demographic exists.

Mockups of the ASL website.

(Top: About Us, Bottom Left: Academy, Bottom Right: Map)

Top: The Bench, an ASL ran web blog dedicated to discussing everything soccer related from tactics to transfer news Bottom: Calendar

Top, Bottom: Mockups of the ASL App. The apps allows users to sign up for any ASL sanctioned pickup soccer games.

Facebook post mockup advertising the ASL mobile app.

Left: Iconographies that are also used across the ASL branding.

Right: ASL logos in regular colors (top) and in knockout (bottom)

03

Adrian and the Numericorns Many video games either focus purely on entertainment or offer limited educational value. On the other hand, edutainment games prioritize education but often lack excitement. There’s an opportunity to bridge this gap and create a game that’s both fun and educational.

Enter Adrian and the Numericorns, a dynamic edutainment game targeting children aged 4-8. Traditional struggles with mathematics inspired this fast-paced game. Our goal is to design an engaging learning app that introduces math concepts effectively.

The gameplay draws inspiration from popular mobile platformers like Super Mario Run, featuring automatic character movement and player-controlled jumps for coin collection. These coins unlock power-ups and character outfits for Adrian.

The educational component shines during the boss battle. A UFO presents a math question, while flying containers hold potential answers. Players time their jumps to hit the correct answer-containing container, dealing damage to the boss. This innovative approach enhances learning by integrating reflex challenges with mathematical concepts.

We’ve reimagined education with excitement in mind. Join Adrian’s journey to mathematical mastery!

Left: Mockups of an Adrian and the Numericorns level on an iPad screen.

The sprites, color palette and the typeface of the game. This game utilizes a set of unfied and harmonious color palettes to make the game look aesthetically pleasing.

The original design of the squirrel, credit to Adrianna Valdez of Illustration class

A detailed sprite sheet of the in-game assets, showing the general art direction that this project is going

Mockup of the title screen on an iPad.

Level selection screen mockup.

Mockup screen of the boss fight. In this stage, the boss, which is the UFO on the top right corner will display an equation, and there will be three containers flying in from the right side of the screen. The player must tap the screen to jump and break the container that has the correct answer to deal damage to the boss.

Mockup of a level. The game plays is similar to side scrollers such as Super Mario Run that the character will automatically run, and the player controls the jumping by tapping on screen to collect coins or to dodge enemies.

04

US Consulate General Hong Kong and Macau Promotional Materials This series of materials and images are done as promotional materials for the US Consulate General of Hong Kong and Macau. These materials are made for the US Consulate HK’s social media and marketing for the US Consulate, as well as EducationUSA, a Consulate endorsed program.

Most of the promotional materials are designed within the guidelines given by the Consulate, but also aims to breath a new, creative life into the otherwise stale governmental promotional materials. By utilizing flat design aesthetics to create iconographies and illustrations, it is possible to come up with a design that is visually appealing yet professional for a governmental agency.

Furthermore, there are other works that were done on behalf of the Consulate General that spans through multiple media, including print, with the photo collage thank you card being an example. In addition, the festive illustrations were used on the consulate’s social media outlets, so the design dimensions is also something have to take into consideration when designing the contents.

Right: The front of the 175th anniversary postcard that were distributed during the annual July 4th banquet. This infographic listed some key numbers of US - Hong Kong relationship.

Instagram post mockup for the National Dog Day

Facebook cover photo for Lunar New Year

Facebook post mockup for Winter Solstice

A screenshot from the Consulate’s halloween video. The halloween illustration is used as the background for the video.

The back of the US Consulate of Hong Kong’s 175th anniversary postcard, showing Consulate General Kurt W. Tong’s quote regarding to the positiveness of US-Hong Kong relationships.

US Hong Kong tourism numbers infograph.

An unused Mandela day social media post image. The content ended up being unused as news broke out on the during midAugust that Hong Kong government disbanded Hong Kong Nationalist Party under public security ordinance.

The 175th anniversary banquet ‘s thank you card’s photo collage

This illustration accompanies the Consulate’s Facebook post announcing new VISA appointment policy changes in August.

05

National Videogame Museum Website Redesign and Membership Brochures The National Videogame Museum is a museum that is located in Frisco, TX; and it aims to preserve and archive the history of video games through documenting all the related information first hand while providing an interactive experience for the visitors.

The brochure and poster aims to promote the membership program to attract visitors to visit the musem, and the website redesign aims to give a more consistent and fresh look that is aligned with the mission of the museum: to preserve and document the history of video games through researching form first hand information.

To stay relevant to the theme of video games, all the promotion materials played around the concept of video game’s evolution. The poster is inspired by The Beatle’s Abbie Road album, and seeing well known video game characters crossing the roads. The brochure mimics the design of an arcade cabinet, and sees Mario runs through different era of games (Pong, Space Invaders, Tetris).

Such design decisions allows to design to stay relevant to the theme of video game evolution, but also give room for creativity and diversity.

The NVM poster is largely inspired by The Beatle’s album Abbie Road, and portraying the characters crossing the pedestrian crossing.

(From Left: Pitfall Harry, Pacman, Mario, Megaman, Sonic the Hedgehog, Pikachu)

Mockup of the homepage

Mockup of the about page

Mockup of the contact page

The brochure’s cover pages

06

Hershey’s Nuggets Chocolate Packaging American High Speed Trains This series of Hershey’s Nuggets packages are inspired by current and upcoming American high speed trains. The trains represented are: Amtrak’s Acela Express, Brightline’s Siemens Charger, and Texas Central Railway’s N700 series bullet train. The primary inspiration came directly from the Japanese Kit Kat’s Shinkansen bullet train packaging, but in this case it is more or less “retooled” for the American context.

Each of these packages can fit up to 12 pieces of Hershey’s Nuggets Chocolate, and opens outwards as a trapezoid shaped package. The trains themselves are the recreation of their real life counterparts, except for the Texas Central one as that is based on renderings that has yet to materialize. The packages themselves can also acts as a decoration that could be displayed on desktop. No matter the person is a oldschool railfan or a new-school high speed rail proponent, they can enjoy the beautifully crafted and replicated train packaging of Hershey’s Nuggets chocolates.

These designs are also featured at the very end of American Rail Club’s video “The Virgin Train Story - What it Means for American Passenger Rail” as a community feature of the week. By being featured on a larger platform and gaining exposure, it also strived to promote the resurgence of American Passenger Rail.

Left: (From left to right): Brightline’s Siemens Charger, Texas Central’s N700 series shinkansen bullet train, and Amtrak’s Acela Express

Amtrak’s Acela Express (Cookies & Cream flavor)

Brightline’s Siemens Charger (Extra Creamy Chocolate with Toffees and Almonds flavor)

Texas Central Railway’s N700 Series Bullet Train (Milk & Chocolate flavor)

The packagings are featured at the end of American Rail Club’s video “The Virgin Trains Story - What it Means for American Passenger Rail” as a community feature item of the week.

07

Avicii LP Cover - The Days/ Nights Extended Play Vinyl Cover The design of this LP cover was a throwback to the 1990s that is largely influenced by Memphis Group design; with bright colors, squiggly lines and geometrical shapes that are commonly associated with 1990s graphic design.

The primary goal of this LP cover is to explore the possibility of blending two different media from two distinctive time period, by combining 2010s music with 1990s graphic design influences and medium. It also pays tribute to the late electronic dance musician Avicii, as this is one of his most popular album.

Moreover, to play on the concept of Day and Night, the color palette has been split into two distinctive parts: The day portion mainly consists of tinted pastel colors, whereas the nights part are saturated colors. This creates a narrative contrast between the themes of the songs in the EP.

08 Happy Cow Happy Cow is a premier dairy-free frozen dessert manufacturer and distributor founded in 2012 in Hong Kong.

The company’s mission is to produce the finest quality dessert in Asia with a commitment to create a healthier alternative for the people and the planet.

These marketing materials are designed under the revised branding guideline in 2016, and covers mainly print marketing materials ranging from flyers, store stand-up cards, to large format prints such as freezers and roll-up banners.

By working with retailers to implement marketing campaign and garnering city-wide news coverage, sales of Happy Cow has seen an increase by approximately 35%, and has garnered enough brand recognition that the first physical pop-up store was opened in 2017 at Central, Hong Kong. As time progresses, Happy Cow is now an established brand in Hong Kong, continuing to provide premium quality nondairy, vegan ice cream to millions of consumers in Hong Kong throughout the city’s retail outlets.

Left: The front of the promotional leaflet, as it displays all the key selling points of Happy Cow’s products.

These leaflets were distributed in stores to promote the company’s products during 2016.

Left: Roll Up Banner design for pop-up stores.

Top Right: Stickers for packaging and promotional purposes.

Bottom Right: Namecard design.

The backpage of the promotional leaflet, explaining the foundings and background of Happy Cow and the retail locations that are avilable.

Top, Bottom: Allergy information leaflet that pertains the ingredients of each flavor. As Happy Cow’s products are plant based, the products are dairy and egg free, making them ideal for vegans and customers who are lactose intolerant. It should also be noted that this leaflet is primarily targeted towards healthcare professionals, as some of the products also contain nuts.

Top: Tent card design for restaurants and pop-up stores.

Bottom Right: A4 menu insert in perspex stand. This one was for the AIA Carnival in 2016.

Top, Bottom: Freezer wrapping design. The freezer are owned by Happy Cow and were leased to stores and entertainment venues such as cinemas to store the company’s ice cream products, and with prominent branding displayed these provides excellent opportunities to promote the company’s products.

Top, Bottom: Alternate freezers designs. These are some of the smaller freezer that were leased out to retailers and other entertainment venues.

09 The STEAM Project Located in Richmond Hill, ON, Canada; The STEAM Project strives to provide grade school children from grade 4 to 9 a hands on experience in STEAM (Science, Technology, Engineering, Arts, Mathematics) education, where conventional classroom education would not be able to.

The marketing materials created have demonstrated diversity ranging everything from print media such as name cards, flyers and roadside signs, to digital marketing materials such as Instagram post images and Google Ads banners.

The project sees a success in attracting new campers to sign up for the 2022 Summer season camp, as well as drawing in returning campers through targeted marketing to a nearby academy. To this day, The STEAM project continues to attract new campers to sign up for its camps.

Instagram promotion for the Formula STEAM Family day event in 2022.

A sample of contents created for Instagram

Top: Eventbrite banner for Family Day 2022 event Bottom Left: Google Ad for Spring break camp | Bottom Right: Retargeting ad for email newsletter

Left: Flyer targeting students studying in a nearby academy Right: Postcard flyer that were mailed out to nearby residences

Road signs for the camp’s summer location. The camp will be held at a seperate venue during summer to fit more campgoers.

Logos 1. Aspira Soccer League | Branding 2. Donacious | Mobile App 3. Adrian and The Numericorns | Game 4. Visit Manchester | Tourism 5. Gladious Order | Recreation 6. Peckern Metro | Transportation 7. G’Zilla | Food and Beverage

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