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JAY JEON

BEHIND THE STORY OF PROJECTS

BACKSTORY 2014 — 2017

COLLECTION OF WORKS


JAY JEON

BEHIND THE STORY OF PROJECTS

BACKSTORY 2014 — 2017

COLLECTION OF WORKS


JAY JEON

BACKSTORY

© 2017 All rights reserved. No part of this publication can be reproduced without express permission from Jay Jeon.

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JAY JEON

Tikkun olam

BEHIND THE STORY OF PROJECTS

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JAY JEON

BACKSTORY

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INDEX


JAY JEON

BEHIND THE STORY OF PROJECTS

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BEYOND THE SCREEN

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CONTOUR

37

PARQ

57

LIFEBEAM

77

EYE CANDY

101

KOREAN CORRUPTION

127

ECOLOR

151

FROM

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JAY JEON

BACKSTORY

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01


PROJECT 01

BEYOND THE SCREEN

BEYOND THE SCREEN CATEGORY

Interactive Video Mapping Festival DISCIPLINE

Branding / Printed Matter

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JAY JEON

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BACKSTORY

BACKGROUND

Beyond the Screen is an interactive video mapping festival. The interactive video mapping is a spatial augmented projection art that is three-dimensional. Beyond the Screen alternates visual performances, installations, architectural mapping, and workshops. Demonstrating features of the festival to professional and general audience, this project is designed to embody easily recognizable and clear visual identity for all participants to fully comprehend and experience the festival.

CLASS

Visual Systems 1 INSTRUCTOR

Julia Lemke PROJECT

Beyond the Screen

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JAY JEON

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BACKSTORY

PROCESS

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PROJECT 01

BEYOND THE SCREEN

STRATEGY & CONCEPT

One crucial feature of the project includes interactive brand experience of the transition between flat 2D surface and spatial space, as the two-dimensional beam converts into three-dimensional projection the moment it encounters an object. To display this interactive experience, apparent and comprehensible visual expression was designed to approach general target audience.

BRAND ATTRIBUTES

Interactive Spatial Elemental Vibrant

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JAY JEON

BACKSTORY

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VISUAL SYSTEM

Typefaces & Color Scheme

Helvetica LT Std_75 Bold

Helvetica LT Std_65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz123456

abcdefghijklmnopqrstuvwxyz123456

7890!@#$%^&*()_+-

7890!@#$%^&*()_+-

Blend Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-

BLACK

PMS 179-3C

WHITE

PMS 4501


JAY JEON

BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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PROJECT 01

BEYOND THE SCREEN

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JAY JEON

BACKSTORY

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JAY JEON

BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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JAY JEON

BACKSTORY

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+ Projection Screen

= 3-Dimensional Space / Object


PROJECT 01

BEYOND THE SCREEN

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BEYOND THE SCREEN

May 19 — 21

BEYOND THE SCREEN

2017

Artist_DJ Artist

May 19 — 21

2017

TICKET

BEYOND THE SCREEN Festival 2017 YBCA Theater

Patron# 26650

NAME ARTIST NAME TAG 00:00

AKL 171103

TER CTR

Fri May 19 2016

90.00

931 / 2000

LOCATION

BEYOND THE SCREEN

Interactive Vid eo Mapping Festival In San Francisco

May 19 — 21

EXPERIENCE THE SPACE BEYOND THE SCREEN 2017

Performance

Music

Installation

Hiroaki Umeda Prism Filip Dujardin Adrlen Tirtaux Lodewijk Heylen

Flying Lotus Nosaj Thing James Blake Toro y Moi Taylor McFerrin

Biolive Polynomials Frequencies Loop Playground

BEYOND SCREEN FESTIVAL


JAY JEON

BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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JAY JEON

BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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JAY JEON

BACKSTORY

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BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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BACKSTORY

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PROJECT 01

BEYOND THE SCREEN

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BACKSTORY

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PROJECT 02

CONTOUR

CONTOUR

CATEGORY

Inspirational Design Magazine DISCIPLINE

Branding / Editorial Design

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JAY JEON

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BACKSTORY

BACKGROUND

Exploring city by city, Contour is an inspirational magazine that fosters and exhibits creative designs characterizing its unique city. The magazine not only introduces exclusive works and design crews of the region, but also contours and discovers cities through design. The magazine is a quarterly publication that consists of informative and poster books. The informative book introduces exclusive studios, artists, and their stories in each city while the poster book is a collection of these representative artwork of the artists and their workplaces.

CLASS

Visual Systems 1 INSTRUCTOR

Julia Lemke PROJECT

Contour Magazine

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JAY JEON

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BACKSTORY

PROCESS

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PROJECT 02

CONTOUR

STRATEGY & CONCEPT

By focusing on editing story and developing concept to make collectable magazine, the “city� was categorized and conceptualized to bring the issue and information as more attractive. As each city reflects its unique business forms in the region and its own lifestyles, the magazine is valued as exclusive even as a back-issue.

BRAND ATTRIBUTES

Inspirational Collectable Motivational

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JAY JEON

BACKSTORY

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VISUAL SYSTEM

Typefaces & Color Scheme

Monoela Bold

Monoela Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+-

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+-

Fabrik Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*( )_+-

BLACK

PMS 9561 C

WHITE

PMS 179-8C


PROJECT 02

CONTOUR

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CONTOUR

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JAY JEON

BACKSTORY

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PROJECT 02

CONTOUR

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BACKSTORY

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PROJECT 02

CONTOUR

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BACKSTORY

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PROJECT 03

PARQ

PARQ

CATEGORY

Advanced Parking App DISCIPLINE

UX & UI / Branding

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JAY JEON

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BACKSTORY

BACKGROUND

PARQ is an application to allow individuals seeking for a parking space to find with ease, especially in a large, populous city. Without any parking applications currently that show information regarding no-meter street parking, PARQ helps to locate and find any available parking spaces including specific street parking areas. This application serves navigation and payment functions, generating smooth process from driving to parking.

CLASS

Graphic Design 3 INSTRUCTOR

Michael Taylor PROJECT

Parking app

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JAY JEON

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BACKSTORY

PROCESS

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PROJECT 03

PARQ

STRATEGY & CONCEPT

Designed for smoothness and safety during every moments of driving to parking, PARQ differentiates itself from other applications by allowing users to utilize system by solely using their voice. Offering selections from street to public parking along with search range from the destination, voice functionality will ease the navigation process for users without having to touch the screen of their devices. It combines two features which are navigation and parking in one system that also easily locates vehicle that’s parked, provides routes, and essentially facilitates the complete parking operations.

DESIGN ATTRIBUTES

Easy Informative Smooth

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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PROJECT 03

PARQ

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BACKSTORY

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PROJECT 04

LIFEBEAM

LIFEBEAM

CATEGORY

Wearable-Tech Company DISCIPLINE

Re-Branding/ Package Design

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JAY JEON

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BACKSTORY

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BACKGROUND

Lifebeam is an artificial-intelligence wearable technology company. The technology was originally developed for monitoring astronauts, pilots, and special force through sensors in their clothes. It was then extended to general consumers. Unlike other companies making wearable products centered solely on fitness, LIFEBEAM products make detailed evaluation on physical status in daily life with the purpose of having a weareable future and advanced life.

CLASS

Strategies for Branding INSTRUCTOR

Thomas McNulty PROJECT

Lifebeam


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BACKSTORY

SKETCH

Original Logo

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PROJECT 04

LIFEBEAM

STRATEGY & CONCEPT

Despite the sleek and high-end technology features of the product, the original logo resembled that of a medical product company, speaking wrong visual language to approach their target audience. The brand identity representing the products and the history were refined and re-branded to balance its technology with more finely contoured visual presentation and quality of the products.

BRAND ATTRIBUTES

High-End Innovative Sleek Accurate Solid

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BACKSTORY

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VISUAL SYSTEM

Typefaces & Color Scheme

Union Bold

Union Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-

Geogrotesque Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-

BLACK

PMS 179-3C

WHITE

PMS 179-14C


JAY JEON

BACKSTORY

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PROJECT 04

LIFEBEAM

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 04

LIFEBEAM

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JAY JEON

BACKSTORY

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 04

LIFEBEAM

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BACKSTORY

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PROJECT 05

EYE CANDY

EYE CANDY

CATEGORY

Conceptual Bookstore Gallery DISCIPLINE

Branding/ Printed Matters

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JAY JEON

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BACKSTORY

BACKGROUND

Eye Candy is a multi-format bookstore gallery designed to ultimately satisfy visual appetite of the artists, designers, and those in the field requiring creative thoughts. It is a collaboration with contemporary artists, designers, and writers to release limited edition of books, typeface, clothing, and objects. In addition to the bookstore, Eye Candy provides a space for collaborating artists to exhibit their works, a gallery for visual refreshments and consumption.

DURATION

6 Weeks TEAM MEMBERS

Jay Jeon, Mark John PROJECT

Bookstore Branding

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JAY JEON

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BACKSTORY

PROCESS

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PROJECT 05

EYE CANDY

STRATEGY & CONCEPT

The goal of this project was to express things that are aesthetically pleasant and alluring. The words, eye and candy, were literally expressed, directly translating sweetness and savory tastes onto the brand identity and system, using vivid colors.

BRAND ATTRIBUTES

Vivid Inspirational Instinct Exhibitorial

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JAY JEON

BACKSTORY

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VISUAL SYSTEM

Typefaces & Color Scheme

AT Osmose Medium

AT Osmose Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-

abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-

Helvetica LT Std Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz123456 7890!@#$%^&*()_+-

BLACK

YELLOW

WHITE

MAGENTA


JAY JEON

BACKSTORY

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PROJECT 05

EYE CANDY

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JAY JEON

BACKSTORY

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PROJECT 05

EYE CANDY

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JAY JEON

BACKSTORY

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PROJECT 05

EYE CANDY

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BACKSTORY

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PROJECT 05

EYE CANDY

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BACKSTORY

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PROJECT 05

EYE CANDY

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JAY JEON

BACKSTORY

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JAY JEON

BACKSTORY

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PROJECT 05

EYE CANDY

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JAY JEON

BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

KOREAN CORRUPTION CATEGORY

Storytelling Printed Matters DISCIPLINE

Editorial Design/ Visual System

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JAY JEON

06

BACKSTORY

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BACKGROUND

This publication is about the Korean President who conspires with her old friend, Choi Soon-Sil to wrongly seize millions of dollars for personal gain. President has been identified as a criminal suspect and the corruption of the Blue House has been exposed that aroused anger and shock among the general public. On another side of this event, there’s disinterest and lack of participation of people in politics. These printed matters are designed with the objective to highlight the importance of awareness in politics, and of voting by which people exercise democracy and power in their hands.

CLASS

Visual Systems 3 INSTRUCTOR

Sean McGuire PROJECT

Korean Corruption


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BACKSTORY

PROCESS

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PROJECT 06

KOREAN CORRUPTION

STRATEGY & CONCEPT

One type of the printed matter created for storytelling is card sets. Each card set, a collectable product, describes Korean corruption in details. Another type of printed matter is a newspaper, designed to carry out message that impeachment itself is not the end of the problem, but to make wise choices in future is more crucial. Package design using red plastic sleeves also adds the sensation of exposing top secrets.

DESIGN ATTRIBUTES

Exposing Informative Message

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JAY JEON

BACKSTORY

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BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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JAY JEON

BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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BACKSTORY

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PROJECT 06

KOREAN CORRUPTION

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JAY JEON

BACKSTORY

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PROJECT 07

ECOLOR

ECOLOR

CATEGORY

Colored Pencils Package DISCIPLINE

Package Design/ Visual System

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JAY JEON

07

BACKSTORY

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BACKGROUND

Ecolor is a colored pencil brand for individuals who consider and support environment and sustainability. Featuring eco-friendly dieline, the package structure is consisted simply of folding techniques without use of adhesive materials. It can also save paper in the process of manufacture by having one piece of paper folded instead of numerous to build the structure. It contains woodless colored pencils, adherent to the eco-friendly quality.

CLASS

Package Design 2 INSTRUCTOR

Michael Osborne PROJECT

Ecolor Colored Pencils


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JAY JEON

07

BACKSTORY

PROCESS

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PROJECT 07

ECOLOR

STRATEGY & CONCEPT

Package design and structure of the product were created based on the concepts of “sustainable” and “eco-friendly.” One crucial element of the design was to display information about 36 colors of the pencils. Using recycled material such as craft paper was not an appropriate solution as the material lacks reasonable quality and price, furthermore, as it hinders visibility of the colors. Paper folding technique emphasizes durability of the structure as each fold tightly holds a pencil, and maximized use of a piece of paper.

DESIGN ATTRIBUTES

Eco-friendliness Durability Cost-effective Vivid

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JAY JEON

BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 07

ECOLOR

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BACKSTORY

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PROJECT 08

FROM

FROM

CATEGORY

Retail Store Package Design DISCIPLINE

Branding / Package Design

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JAY JEON

08

BACKSTORY

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BACKGROUND

We were asked to create a retail store with exclusive products that targets and fills the current market gaps. Through research and analyzation of generational spending habits, the current brand landscape and pinpointing target audiences, we found demands in a few specific areas. We found that consumers are looking for items with a story that support their desires for personal expression. Additionally, we found that there is a shift happening between the definition of consumer value. People are moving away from this idea of monetary value and instead, are searching for value in knowledge, value in craftsmanship and they are ultimately searching for a sense of connection to the world around them.

CLASS

Package Design 4 INSTRUCTOR

Michael Osborne TEAM MEMBERS

Brandi Steele, Jay Jeon Jessica Wonomihardjo Lisa Lindh


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BACKSTORY

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BRAND RELATIONSHIP

Brand

Consumer

Partner

Brand & Consumer

Brand & Partner

Our exclusive and high quality products have the same status as transparency.

Our brand makes a story and special collaboration with Partners as craftsmen.

Also, our products do not only give goods optimally and reliably, but also introduce and communicate the value and story of our products.

Consumer & Partner Through the collaboration products, we want to share and communicate our value.

And we disclose where our workpieces come from, from what they consist of and who make them in the products.


PROJECT 08

FROM

STRATEGY & CONCEPT

From is a store that designs and collaborates with local craftsmen. Each product has a story that promotes transparent production, creating value and opportunity for self-expression within the guests. The From store functions as both a retail store and exhibitory experience aimed to interact with the audience sharing our core values of transparency, self-expression, and partnership.

BRAND ATTRIBUTES

Partnership Self-expression Transparency

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BACKSTORY

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VISUAL SYSTEM

Typefaces & Color Scheme

Untitled Serif Regular

Tiempos Text Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234 567890!@#$%^&*()_+-

abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-

Univers LT Std 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 7890!@#$%^&*()_+-

BLACK

CRAFT PAPER

WHITE

PMS 179-3C


JAY JEON

BACKSTORY

BRAND STORY

This brand will design, manufacture and distribute in close collaboration with local craftsmen and business. (Partnership) Each product has a story, the brand will describe where the pieces come from, what they consist of and who makes them. (Transparency) In this way the brand wants to communicate the value and quality of the products, giving the opportunity for the customer to express his or her own self image. (Self-expression)

BRAND VALUE

Partnership Self-expression Transparency

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PROJECT 08

FROM

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BRANDSCAPE

Upscale

Experience

RH

Berkeley

Quitokeeto Heath Ceramic William Sonoma

SF MOMA

Pottery Barn

Couple Boomer Kinfolk

EQ 3 Crate & Barrel

General

Personality Ikea

Everlane

Muji Target

Affordable

Main Target: Late Millenials Secondary Target: Millenials, X -Generation Third Target: Everyone, Babyboomer

BRAND LINE


JAY JEON

08

BACKSTORY

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BACKGROUND

“From Basic� is a line of beauty & personal care items. This label is designed to be the essential skin product for the consumers who need simplicity in their daily routine. It holds the core values of the brand, while ultimately creating a recurring consumer base. We believe in making effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics. We believe our products have a good value based on ingredients that we use and by the people who craft the products.

BRAND

From: Basic PRODUCT LINE

Homeware product DESIGN ATTRIBUTES

Transparency Self-expression


PROJECT 08

FROM


JAY JEON

08

BACKSTORY

DESIGN STRATEGY

Upholding the value of transparency, simplicity and clear presentation of the product information were the goals we strived for. Concise and transparent description including when and by whom the products were made plays an essential role establishing a more confiding relationship between crafters and consumers.

PRODUCTS

Shampoo Conditioner Soap Body Scrub Body SoufflĂŠ Hand Lotion

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BACKSTORY

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PROJECT 08

FROM

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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BACKGROUND

“From Home” is a line of home goods and decor, designed to bring personality and value into any home. This curated line of products can be mixed and matched to amplify any personal style. Each item has a story, based on its history from concept to production.

BRAND

From: Home PRODUCT LINE

Homeware product DESIGN ATTRIBUTES

Transparency Self-expression


PROJECT 08

FROM


JAY JEON

08

BACKSTORY

DESIGN STRATEGY

Design of the products were centered on effectively delivering stories that each product carries, stories that identify the product. To add closer connection between crafters of the products and consumers and to effectively deliver stories, a letter form was used that makes consumers feel as if they’ve received a hand-written message. Along with the letter, an image with information about the product and the crafters was added.

PRODUCTS

Basic Cup Plates Cereal Bowl Wine Glasses Coasters Cutting Board

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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BACKGROUND

The “From Partnership� brand is the most individual of the overarching store labels. While adhering to all the overall core values, this label independently communicates the aspect of partnership for the From Store. Every quarter, the From brand partners with a local business collaborate to create new edition of the products. By introducing such flexibility into the store, space is left for adaptation and change within the demanding markets.

BRAND

From: Partnership PRODUCT LINE

Local craftsman products DESIGN ATTRIBUTES

Transparency Self-expression


PROJECT 08

FROM


JAY JEON

08

BACKSTORY

204

DESIGN STRATEGY

For this initial edition, we partnered with a local ceramics artist, Julia Lemke. Her brand Totem Co., based out of Berkeley, is a collection of homeware and jewelry inspired natural forms, simplicity and traditional craft. All her products are made by hand, then designed through her special glaze chemistry process. The packaging for this edition was inspired by Julia’s scientific processes and artistry in her pieces. Each and every box, is as uniquely designed as the product it holds, giving each unit, its own personal narrative.


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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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BACKSTORY

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PROJECT 08

FROM

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JAY JEON

BACKSTORY

Thank You,

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PROJECT 08

FROM

Mom, Dad, Brother and Yun

Without your support and sacrifice, I could never have done it. It is time to payback! Teachers

Mary Scott, Thomas McNulty, John Nettleton, Michael Taylor, Michael Osborne, Julia Lemke Sean McGuire, Ariel Grey

Friends and Colleagues

Inkinman, Brandi Steele, Mark John Mangayayam, Maria Elena Wong Chang, Alireza JaJarmi Manual Creative Team—Tom, Patricia, Eileen Lee, Jenna, Daniel, Tanner, Frank Chums Design—Chamindri Wijemanne

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BACKSTORY

Production

Graphic Imagery The Key Printing & Binding Material

Mohawk Super Fine Ultra-white Eggshell 80T Typefaces

Gräbenbach Regular Photography

James Han Dustin Soriano Contact

hello@jeonjay.com +1 415 696 0878 jeonjay.com

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Portfolio Book - Jay Jeon  
Portfolio Book - Jay Jeon