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

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SELINA LEE

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REBOOT PROJECT

01 /

06


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. Impactful designs are fostered by the collective. That’s my mantra!


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SELINA LEE A A U M A P O R T F O L I O HELP IS ON THE WAY

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 between 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 28----

luna

•S0S 03-------------------------------------•PAGE 44----

walkr

•S0S 04-------------------------------------•PAGE 64----

wanderlust

•S0S 05-------------------------------------•PAGE 78----

rise & grind

•S0S 06-------------------------------------•PAGE 92----

cyclist cadence

HELP IS ON THE WAY

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


06 /

01 REBOOT PROJECT

*

* S0S Help inspire young designers to step out of their comfort zones!


SELINA LEE

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

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

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

HELP IS ON THE WAY

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

rēboot

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

My concept reboot was driven by the refresh icon symbol and learning in nature——representing the idea of restarting our minds like we refresh our devices. 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

[13]


06 /

01 REBOOT PROJECT

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

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

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

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


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REBOOT PROJECT

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REBOOT PROJECT

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REBOOT PROJECT

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REBOOT PROJECT

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REBOOT PROJECT

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

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REBOOT PROJECT

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REBOOT PROJECT

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

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[29]


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02 LUNA PROJECT

*

* S0S Help reconnect people with the moon.


SELINA LEE

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

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

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

HELP IS ON THE WAY

•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

[31]


06 /

02 LUNA PROJECT

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

This project required tactile explorations of typography and photography. 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. •KEYWORDS-------------------------------------------------

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

_magazine 50 pages (8x10)”


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LUNA PROJECT

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

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LUNA PROJECT

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

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LUNA PROJECT

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

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LUNA PROJECT

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

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LUNA PROJECT

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

HELP IS ON THE WAY

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LUNA PROJECT

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

HELP IS ON THE WAY

[45]


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03 WALKR PROJECT

*

* S0S Help promote walking in San Francisco.


SELINA LEE

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

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

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

HELP IS ON THE WAY

•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

[47]


06 /

03 WALKR PROJECT

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

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----------------------------------------------

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

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


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WALKR PROJECT

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WALKR PROJECT

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WALKR PROJECT

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WALKR PROJECT

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WALKR PROJECT

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WALKR PROJECT

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WALKR PROJECT

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

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WALKR PROJECT

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04 WANDERLUST PROJECT

*

* S0S Help capture the beauty that makes San Francisco.


SELINA LEE

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

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

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

HELP IS ON THE WAY

•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

[67]


06 /

04 WANDERLUST PROJECT

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

This project forced me to be honest about my photography skills and curate the right photographers with my tight budget. The people I collaborated 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. •KEYWORDS-------------------------------------------------

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

_book 110 pages (8x10)”


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WANDERLUST PROJECT

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WANDERLUST PROJECT

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WANDERLUST PROJECT

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WANDERLUST PROJECT

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WANDERLUST PROJECT

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HELP IS ON THE WAY

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05 RISE & GRIND PROJECT

*

* S0S Help bring this independent coffeeshop closer to its guests.


SELINA LEE

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

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

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

HELP IS ON THE WAY

•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

[81]


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05 RISE & GRIND PROJECT

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

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-------------------------------------------------

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

_website _app


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HELP IS ON THE WAY

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RISE & GRIND PROJECT

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


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RISE & GRIND PROJECT

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RISE & GRIND PROJECT

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RISE & GRIND PROJECT

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06 CYCLIST CADENCE PROJECT

*

* SOS Help tell the story in the details of the data.


SELINA LEE

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

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

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

HELP IS ON THE WAY

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

cyclist cadence

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

Through the vernacular of cycling, I used a bike pump to present the complex data of a rider’s journey. I created a log o 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

[95]


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06 CYCLIST CADENCE PROJECT

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

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

_timeline _logo _packaging


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CYCLIST CADENCE PROJECT

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

HELP IS ON THE WAY

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CYCLIST CADENCE PROJECT

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HELP IS ON THE WAY

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CYCLIST CADENCE PROJECT

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HELP IS ON THE WAY

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CYCLIST CADENCE PROJECT

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CYCLIST CADENCE PROJECT

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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 at AAU.

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

[109]


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

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

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

Mary Scott, Director ---SEMESTER--------------------

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

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

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

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

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

S0S 01 ashley-knedler-102792-unsplash S0S 02 foolmoon.jpg S0S 03 ryoji-iwata-543189-unsplash S0S 04 robert-mclay-118445-unsplash S0S 05 nathan-dumlao-567947-unsplash S0S 06 ONeill-0142-A16U9405-Edit


SELINA LEE A A U M A P O R T F O L I O HELP IS ON THE WAY

Copyright Š 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.


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

HELP IS ON THE WAY


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