2022 - 2023 Portfolio (Open)

Parsons School of Design

Major: Communication Design

Parsons School of Design

Major: Communication Design

2022 - 2023 Course Catalogue

Practices and studies focused on branding and delivering a brand concept - including breaking down information needed to giving a brand personality as well as finding the right marketing strategies. Projects included creating my own brand and/or rebranding a already-known brand of students’t chpoice.

Working with colors, text, and formating in a physical way. Mainly focused on arranging and/or rearranging information on posters, presentations, visual effects or any visual based contents.

Rebranding Lego

“Relax, unwind, and build your LEGO.”

The process of learning how to rebrand had many steps to follow. The very first thing was to do research on the chosen brand, including a few factors relating such as the brand’s history, target market and audiences, current strategy/personality, and competitors.

With research, a foundation of the new direction for the brand is set, therefore being able to come up with a new strategy, new personality, and two to three different directions for the partners to concider.

Coming up with my first concept - Cultural Inclusivity, the main focus of taking LEGO to it’s next stage was to: involve cultural yet educational products within each toy set, in order to becoming a not only interactive and fun product to have around both children and adults, but also now informative and educational. LEGO will provide a learning environment within the playful concept, as the different designs revolving each culture become a decorative, playful, and learning partner.

Coming to finalizing the first concept, I chose to blur and tild the last letter “O”, giving it a hint of mysteriousness. The logo also approaches a level of which is comparitivly more approachable for young adults as well as adults in the market.

Over all the effect was to be mysteriously inviting to those who are drawn to unfamiliar knowledge, knowledge that can be shared with everyone no matter the age group, and therfore be unwind and exposed to the different cultures.

The second concept has to do with elevating LEGO and giving it a new image/personality that targets audiences who are attracted more to design and involving LEGO products with a light luxurious standard. LEGO can create certain collectable or set of products that shifts from one topic to another, for example: LEGO x Fashion, LEGO x Architecture, or LEGO x Home. Each collaboration features well known factors from not only history or cultures, but from less mentioned factors such as listed above, to

involve a wider range of target aueidnces. Each set with these collaborations can be collected as they will only be released once with limited numbers, once the sale done, the brand will start a new series with another collaboration. Similar to collaborating with animations, comics or films, LEGO is flexible with embracing all types of art and design in the field, and more importantly, have connectable target audiences who are pashionate about the same things in their own life.

COFFEE Table

“For a cup of coffee.”

- Jisu, Designer of COFFEE Table

Aside from school projects, a few of my peers and I decided to gather ourselves for a project on the side, trying out a new style and working with actual partners as a team to help promote or expose students’ work from our school. Together, our team had a fashion photographer, two communications/graphic designer, a media manager, and a first year in design technology major. Our first project was working with a studnet from the product design major - Jisu Lee, who designed and built a coffee table of

his own. The goal of the project was to design a poster as well as a zine to distribute around our campus. Everything else went swimmingly with the photo shoot, image editing, deciding on the font, texture of paper, and graphics. We also reflected as a group when the project was finished, and each commented on ourselves regarding what we did well and what could have been improved. I did a lot of reflecting personally through this experience, learning that every step we took was something that

came with a worthy risk, and that working as a team took communication and trust. I also learned that as a leader, I need to learn to give trust and admit that I cannot do everything on my own. Trusting and learning from my teammates will only take us further as a group.

COFFEE Table

Designed by Jisu Lee Graphics by Xin-Yi Isabelle Yu Long Can Hugo Chao Team Members Yashu Arthur Tang Wen Bin Jax Zhou Yue Yao Chloe Jiang Collboration With 12o6Studio

Instructors: Core 3 Topics: Marcos Chavez Graphic Design: Emily Wardwell