Page 1

SELINA LEE

S0S 00 •CONCEPT--------------------------------------------------

A A U M A P O R T F O L I O

Help is on the way reflects my belief in offering assistance, or in some cases rescue. Morse Code, while old school, demonstrates both the simplicity and complexity that design requires. Simple dots and dashes communicate words and sentences, brilliant! Thank you Samuel Morse.

HELP IS ON THE WAY

•PROMISE-------------------------------------------------

I Selina Lee, promise to always be ready to help and keep a positive attitude when working with my colleagues. I will encourage them and never be afraid to ask for help, when I may need it. The development of impactful designs is fostered by the collective. That’s my mantra!


SELINA LEE A A U M A P O R T F O L I O

A B C D E F G H

HELP IS ON THE WAY

I J K L M N O P Q

1

R

2

S

3

T

4

U

5

V

6

W

7

X

8

Y

9

Z

0

International Morse Code Rules: 1. The length of a dot is one unit. 2. A dash is three units. 3. The space between parts of the same letter is one unit. 4. The space betwen letters is three units. 5. The space between words is seven units.


SELINA LEE A A U M A P O R T F O L I O

HELP IS ON THE WAY


SELINA LEE A A U M A P O R T F O L I O

* S0S Help we need a graphic designer!

HELP IS ON THE WAY

*


SELINA LEE

C0NTENTS A A U M A P O R T F O L I O

rēboot

•S0S 02-------------------------------------•PAGE 30----

luna

•S0S 03-------------------------------------•PAGE 46----

walkr

•S0S 04-------------------------------------•PAGE 66----

wanderlust

•S0S 05-------------------------------------•PAGE 80----

rise & grind

•S0S 06-------------------------------------•PAGE 94----

cyclist cadence

HELP IS ON THE WAY

•S0S 01-------------------------------------•PAGE 10----


06 /

01 REBOOT PROJECT

SELINA LEE

S0S 01 •OBJECTIVE------------------------------------------------

AAU MA PORTFOLIO

Rebrand AIGA’s Annual Design Education Conference held in the urban wilderness of Bozeman, Montana near the iconic Yellowstone National Park.

*

•PROJECT--------------------------------------------------

rēboot

•STRATEGY-------------------------------------------------

My concept reboot was driven by the refresh icon symbol and learning out in nature because it represented the idea of restarting our minds like we do our computers. The color palette was inspired by the insanely captivating landscape. •COURSE---------------------------•INSTRUCTOR-------------

AAU GR 601: Type Systems

John Nettleton

•AUDIENCE-------------------------------------------------

_Educators and Design Students _AIGA Members/Non-Members * S0S Help inspire young designers to step out of their comfort zones!

[11]


06

This was my first master’s project with so many parts. While designing the conference, I learned how to explore ideas both divergently & convergently. Referring to my moodboards and creative brief helped me solidify my concept and deliverables. •KEYWORDS-------------------------------------------------

AAU MA PORTFOLIO

REBOOT PROJECT

01

/

SELINA LEE

•CHALLENGE------------------------------------------------

_colorful _outdoors _bold •DELIVERABLES---------------------------------------------

_poster (24x36)” _website _mobile app _signage _badges _merchandise

[13]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[15]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[17]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[19]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[21]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[23]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[25]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[27]


AAU MA PORTFOLIO

REBOOT PROJECT

01 /

06

SELINA LEE

[29]


06 /

02 LUNA PROJECT

SELINA LEE

S0S 02 •OBJECTIVE------------------------------------------------

AAU MA PORTFOLIO

Educate people about the beloved moon because it is drifting away from Earth and from the public’s interest.

*

•PROJECT--------------------------------------------------

luna

•STRATEGY-------------------------------------------------

Design an artistic magazine about the moon that features both scientific & astrological facts——creating a new genre of zines called romantic science. •COURSE---------------------------•INSTRUCTOR-------------

AAU GR 616: Making Ideas Visible

Sandra Isla

•AUDIENCE-------------------------------------------------

_Sci-Fi Lovers _Zine Appreciators * S0S Help reconnect people with the moon.

[31]


06

This project required tactile explorations of typography and photograpy. During creative blocks, I heavily leaned on Creative Connection Cards to help me think beyond the clichés and outside of my comfort zone. Throughout the design process, the critiques were so incredibly helpful in pushing the project forward.

AAU MA PORTFOLIO

LUNA PROJECT

02

/

SELINA LEE

•CHALLENGE------------------------------------------------

•KEYWORDS-------------------------------------------------

_energy _nature _curiosity •DELIVERABLES---------------------------------------------

_magazine 50 pages (8x10)”

[33]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[35]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[37]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[39]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[41]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[43]


AAU MA PORTFOLIO

LUNA PROJECT

02 /

06

SELINA LEE

[45]


06 /

03 WALKR PROJECT

SELINA LEE

S0S 03 •OBJECTIVE------------------------------------------------

AAU MA PORTFOLIO

Design ways to stimulate walking during business hours, in areas of downtown San Francisco through rewarding reasons.

*

•PROJECT--------------------------------------------------

walkr

•STRATEGY-------------------------------------------------

Combine gaming and local street art to create an app that gives motivation to walk. Coin collecting in Super Mario Bros and AR design in Pokémon Go merge to create a new walking community. •COURSE---------------------------•INSTRUCTOR-------------

AAU GR 601: Type Systems

Jeremy Stout

•AUDIENCE-------------------------------------------------

_SF Techies _Gamers * S0S Help promote walking in San Francisco.

[47]


06

The purpose of this project was to choose a topic that graphic design could aid in the solution. I chose to encourage more walking through fun User Experience and level-up prizes of walking-friendly gear to create a stronger member relationship. •KEYWORDS-------------------------------------------------

AAU MA PORTFOLIO

WALKR PROJECT

03

/

SELINA LEE

•CHALLENGE------------------------------------------------

_interactive _imagination _technology •DELIVERABLES---------------------------------------------

_poster (24x36)” _app mobile game _van shoe design _hoodie

[49]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[51]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[53]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[55]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[57]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[59]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[61]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[63]


AAU MA PORTFOLIO

WALKR PROJECT

03 /

06

SELINA LEE

[65]


06 /

04 WANDERLUST PROJECT

SELINA LEE

S0S 04 •OBJECTIVE-----------------------------------------------

AAU MA PORTFOLIO

Seize the magic and unique beauty amist the grime in San Francisco to remind myself and the world of why we love this city.

*

•PROJECT--------------------------------------------------

wanderlust

•STRATEGY-------------------------------------------------

Collaborate with photographers to capture the beautiful everyday moments in the hidden corners of San Francisco, focusing on the golden hours. •COURSE---------------------------•INSTRUCTOR-------------

AAU GR 613: Type Experiments

Stanley Zienka

•AUDIENCE-------------------------------------------------

_Instagram Users _Photography Appreciators _Creatives * S0S Help capture the beauty that makes San Francisco.

[67]


06

This project forced me to be honest about my photograhy skills and curate the right photographers with my tight budget. The people I collaborted with deepened my understanding on how to capture natural lighting and secret spots in the city. I valued the quality time spent with my Nikon D3200 and my city.

AAU MA PORTFOLIO

WANDERLUST PROJECT

04

/

SELINA LEE

•CHALLENGE------------------------------------------------

•KEYWORDS-------------------------------------------------

_everyday _adventurous _dreamstate •DELIVERABLES---------------------------------------------

_book 110 pages (8x10)”

[69]


AAU MA PORTFOLIO

WANDERLUST PROJECT

04 /

06

SELINA LEE

[71]


AAU MA PORTFOLIO

WANDERLUST PROJECT

04 /

06

SELINA LEE

[73]


AAU MA PORTFOLIO

WANDERLUST PROJECT

04 /

06

SELINA LEE

[75]


AAU MA PORTFOLIO

WANDERLUST PROJECT

04 /

06

SELINA LEE

[77]


AAU MA PORTFOLIO

WANDERLUST PROJECT

04 /

06

SELINA LEE

[79 [79]


06 /

05 RISE & GRIND PROJECT

SELINA LEE

S0S 05 •OBJECTIVE------------------------------------------------

AAU MA PORTFOLIO

Elevate a local coffeeshop’s brand through an online presence that allows them to better serve their guests and bring the neighborhood closer together.

*

•PROJECT--------------------------------------------------

rise & grind

•STRATEGY-------------------------------------------------

Create a mobile app and website with ordering functions and “pin-able” integrated menus. Incorporated a honey and espresso color palette, which speaks to the personality of the brand. •COURSE---------------------------•INSTRUCTOR-------------

GR 605–OL1: Digital Design Studio

William Culpepper

•AUDIENCE-------------------------------------------------

_Neighbors of All Ages _Golden Gate Park Visitors _Remote Workers * S0S Help bring this independent coffeeshop closer to its guests.

[81]


06

Knowing your target audience is extremely important, especially if you are designing for everyone in the family. Sketching is a key first step in quickly getting down the initial seed of ideas,leading to refined storyboards, prototyping and User Testing. •KEYWORDS-------------------------------------------------

AAU MA PORTFOLIO

RISE & GRIND PROJECT

05

/

SELINA LEE

•LESSON---------------------------------------------------

_bright _simple _togetherness •DELIVERABLES---------------------------------------------

_website _app

[83]


AAU MA PORTFOLIO

RISE & GRIND PROJECT

05 /

06

SELINA LEE

[85]


AAU MA PORTFOLIO

R I SREI S&E G&R IGNRDI NPDR OPJREOCJTE C T_ 00 55 / / _ 0 6

SELINA LEE

[87]


AAU MA PORTFOLIO

RISE & GRIND PROJECT

05 /

06

SELINA LEE

[89]


AAU MA PORTFOLIO

RISE & GRIND PROJECT

05 /

06

SELINA LEE

[91]


AAU MA PORTFOLIO

RISE & GRIND PROJECT

05 /

06

SELINA LEE

[93]


06 /

06 CYCLIST CADENCE PROJECT

SELINA LEE

S0S 06 •OBJECTIVE------------------------------------------------

AAU MA PORTFOLIO

Create a captivating infographic timeline about an event based on man versus time, using non-typical units of measurement.

*

•PROJECT--------------------------------------------------

cyclist cadence

•STRATEGY-------------------------------------------------

Through the vernacular of cycling, I used a bike pump to present the complex data in the timeline. I created a logo and packaging using vibrant colors to fuel the design of the story. •COURSE--------------------------•INSTRUCTOR--------------

AAU GR 618: Visual Literacy

Hunter Wimmer

•AUDIENCE-------------------------------------------------

_Passionate Bicyclists _Photography Appreciators _Creatives * SOS Help tell the story in the details of the data.

[95]


06

I learned how graphic design can show the complexity of data in a more attractive and simple way. I used color, typography and icons to visually interpret the story. •KEYWORDS-------------------------------------------------------

_scientific

AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06

/

SELINA LEE

•LESSON---------------------------------------------------------

_energetic _athletic •DELIVERABLES---------------------------------------------------

_timeline _logo _packaging

[97]


AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06 /

06

SELINA LEE

[99]


AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06 /

06

SELINA LEE

[101]


AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06 /

06

SELINA LEE

[103]


AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06 /

06

SELINA LEE

[105]


AAU MA PORTFOLIO

CYCLIST CADENCE PROJECT

06 /

06

SELINA LEE

[107]


SELINA LEE

THANK Y0U - - - to

my

f amily - - - - - - - - - - - - - - - - - - - - - - -

- - - to

my

instructors - - - - - - - - - - - - - - - - - - -

- - - to

my

f riends - - - - - - - - - - - - - - - - - - - - - -

lord

almighty - - - - - - - - - - - - - - - - -

For teaching me the importance of hard work and being kind to others. For their unwavering support for all my crazy passions and encouraging me to go for my dreams.

Mary Scott, Phil Hamlett, Jeremy Stout, John Nettleton, David Hake, Sandra Isla, William Culpepper, Stanley Zienka, Hunter Wimmer, Sandra Wiggins/EAP Faculty, and ARC in the Graphic Design Department.

For being there when I needed a break and for motivating me to pursue my goals.

HELP IS ON THE WAY

the

For His love, grace and patience that keeps me grounded during hard times. For breathing life and purpose into me.

A A U M A P O R T F O L I O

- - - to


SELINA LEE

---SCHOOL----------------------

---DESIGNER--------------------

Selina Lee +1 415.205.6208 sleeartdesign@gmail.com selinaartdesign.com ---INSTRUCTOR------------------

A A U M A P O R T F O L I O

Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA 94105

Mary Scott, Director

Spring 2018 ---TITLE OF PORTFOLIO----------

Help is on the Way ---BOOK BINDERY----------------

Blurb ---PAPER-----------------------

Mohawk Proline Uncoated 100# ---TYPEFACE--------------------

Menlo ---OPENER IMAGES---------------

Copyright © 2018. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the written permission of the designer, Selina Lee.

HELP IS ON THE WAY

---SEMESTER--------------------


SELINA LEE A A U M A P O R T F O L I O

HELP IS ON THE WAY


Help is on the way  

MA Portfolio

Help is on the way  

MA Portfolio