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STEP BY STEP

S E L E C T E D W O R K S OF Y O O N A H L E E

B FA G R A P H I C D E S I G N

2014 — 2019


STEP BY STEP THINK/

his is the irst step and the most important starting point when I take on any design project. I think about all the problems and the available methods, and I think about what the user or customer needs most. If I need to get more inspiration at any point in the project, I can always come back to this point and refer to my mind map. C R E AT E /

Creating is where thoughts become real and visuals are communicated to others. Artists express what they think, but designers must communicate with people. EXECUTE/

Creating is not the end. The ultimate goal of my design to make people act, and build a better lifestyle. I think visually communicating makes it working eventually, and also makes people act. hat is why all of my designs end up a goal as “communicating� through these processors.

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TABLE OF CONTENTS 01/

D I S COV E R A C I T Y

02/

LIVE WITH A SMALL FRIEND

03/

F I N D S A F E F O O D F O R YO U

0 4/

H A I R S T Y L E S O N -T H E - G O

05/

C H A N G I N G FA S T F O O D

06/

M ATC H I N G T Y P E TO F I L M

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B R E AT H I N T H E F O R E S T A I R

08/

M A K I N G D R AW I N G CO M E A L I V E

0 9/

L I V I N G A S A S O LO

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DISCOVER A CITY OBJECTIVE/

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Assignment a new identity to a brand to create images for new customers. Suggest ways to identify and solve problems for a brand.

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A P P R OAC H /

Recently, Seoul in Korea aims to attract more tourists by making Seoul city as a brand for the development of tourism businesses. Seoul, the capital of Korea, has recently attracted IT, modern buildings, and K-pop cultural icons making them more familiar and easier to remember. I created a brand that serves as a guide with in a community, which allows us to know more about the city itself than just the usual background information found in other guides.

P R OJ E C T/

PROGRAMS/

City Branding

Adobe Adobe Adobe Adobe Adobe

STEP BY STEP

CO U R S E /

Fall 2018 Visual Systems 2

Illustrator InDesign Photoshop XD After Effects

I N S T R U C TO R / DELIVERABLES/

Tom Sieu

Website Poster Video Application


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P RO J E C T — SEOUL LIFE


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C M Y K / 0 0. 2 0. 70. 0 0/

C M Y K / 6 1 . 1 6 . 6 1 . 0 0. /

C M Y K / 5 3 . 4 3 . 0 3 . 0 0. /

C M Y K / 0 0. 47. 47. 0 0. /


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LIVE WITH A SMALL FRIEND OBJECTIVE/

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Investigates how research and audience understanding create successful interactive projects that can enhance a user’s experience with a brand. In this project, research and design strategies align a brand with a series of design communication solutions. A P P R OAC H /

For this assignment, I created a community organization entered around pets. In addition to the daily posts on pets, I have created a community to protect pets and show people what they can do if they lose an animal or find one on the road. This app urges the growth of the pet market and community, shares the activities of all users, and shows growth potential by focusing on the application function itself. P R OJ E C T/

PROGRAMS/

PETHOME

Adobe Adobe Adobe Adobe

STEP BY STEP

CO U R S E /

Fall 2017

Graphic Design 3 I N S T R U C TO R /

Paul Derby

Illustrator InDesign Photoshop XD

DELIVERABLES/

Application


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CMYK/ 03. 04. 18. 00./

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CMYK/ 36. 58. 100. 23/

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FIND SAFE FOOD FOR YOU OBJECTIVE/

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Create a new application to help to users feel more comfortable while finding food in the super market. The concept of the application will catch out people’s interest and build trust among consumers. A P P R OAC H /

“Don’t starve” is an application related to food information and human health. It was designed for the purpose of reliability and cleanliness. The target audience are mothers who manage the purchase of family foods. The user can get the information they want quickly and accurately in a clean and concise layout.

P R OJ E C T/

PROGRAMS/

Don’t Starve

Adobe Illustrator Adobe InDesign Adobe XD

STEP BY STEP

CO U R S E /

Fall 2017 Visual systems 1 I N S T R U C TO R /

Megumi Kiyama

DELIVERABLES/

Application


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P RO J E C T — DON’T STARRVE


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C M Y K / 5 8 . 0 0. 4 5 . 0 0. /

C M Y K / 0 3 . 5 4 . 2 1 . 0 0. /


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Pr o j e c t —

D O N ’ T STARV E

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Don’t

Starve

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HAIRSTYLES ON-THE-GO OBJECTIVE/

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Build a new sub-brand or service system under the mother brand. The goal is to show the potential of another business development by utilizing the personality of a mother brand to build a product or service that can reinforce the image of the original brand with an entirely new product or service. A P P R OAC H /

he design inspiration is based on modern, future-oriented technology. he addition of the new, more sensuous sub-brand ‘Hairsonic salon booth’ to the base brand ‘TONI & GUY’ delivers a new identity to customers with modern technology and easy accessibility.

P R OJ E C T/

PROGRAMS/

HAIRSONIC

Adobe Illustrator Adobe InDesign Adobe Photoshop

STEP BY STEP

CO U R S E /

Fall 2017

Graphic Design 2 I N S T R U C TO R /

Thomas McNulty

DELIVERABLES/

Website Brochure Stationery.


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P RO J E C T — HAIRSONIC


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CHANGING FAST FOOD OBJECTIVE/

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Build a new brand identity for the brand “Lotteria” which is a chain of fast-food restaurants in East Asia that grew out of its first shop in Tokyo, Japan in 1972.

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A P P R OAC H /

Lotteria has followed the global fast-food trend of shifting towards health-conscious foods and rebranding its image. I made a campaign “the image of a brand to create a mood similar to a cafe where people can get rest, geared toward the health-conscious as well.” The Lotteria logo is bold. The bright colors are sure to attract the eye of young customers. The strong colors of the symbols make it easier to notice is appetitzing.

P R OJ E C T/

PROGRAMS/

Lotteria

Adobe Illustrator Adobe InDesign Adobe Photoshop

STEP BY STEP

CO U R S E /

Spring 2018 Branding I N S T R U C TO R /

Todd Hedgpeth

DELIVERABLES/

Brand guidlines Logo


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MATCHING TYPE TO FILM OBJECTIVE/

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Create an exciting type conference concept and give it a strong personality. The delivesables include conference brochures, posters and a book.

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A P P R OAC H /

The concept of this book is film genres. Typography has the ability to create an atmosphere that matches each mood, just like the genre of a movie. You can see the role more clearly in the opening sequence and posters of the film. This book explains romance, action and the role of comedy genre films using typography.

P R OJ E C T/

PROGRAMS/

TYPE CINEMA

Adobe Adobe Adobe Adobe

STEP BY STEP

CO U R S E /

Fall 2018

Typography 4 I N S T R U C TO R /

Ariel Grey

Illustrator InDesign Photoshop XD

DELIVERABLES/

Application Book Poster


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P RO J E C T — TYPE CINEMA


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TITLE SEQUE

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BREATH IN THE FOREST AIR OBJECTIVE/

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Build a new skincare sub-brand under the mother brand. Take the character of the mother brand and extend it to show new market possibilities.

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A P P R OAC H /

he brand I chose is Argo, famous for its organic tea. I emphasized the skincare products are safe enough to eat though they are used for the skin.The concept preserves Argo’s equity organic food and beverage lines.

P R OJ E C T/

PROGRAMS/

ARGO

Adobe Illustrator Adobe InDesign

CO U R S E /

Spring 2018

DELIVERABLES/

Packaging Design 3

Packaging

I N S T R U C TO R /

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Valerie Taylor-Smith


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hydrating gel

A lightweight, milky moisturizer gel with sage extract that leaves skin hydrated, balanced, and soothed. This lightweight, milky moisturizer freshly hydrates skin with its unique blend of time-tested apothecary herbs, including nourishing sage and molokhia extracts, rich in antioxidant polyphenols and minerals, which help to prevent dryness and leaves the skin balanced and soothed. The formula leaves skin dewy and supple.

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hydrating gel

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What it is formulated WITHOUT: Parabens, Sulfates, Phthalates What else you need to know:

A surge of moisture for more supple skin.

This dermatologist tested product is free of mineral oil, petrolatum, synthetic preservatives, dyes, and fragrances, and animal origin ingredients.

16 W RANDOLPH STREET CHICAGO, IL 60601 MADE IN USA

100 ml / 3.5 oz

honey mask 15 ml / 0.5 fl

body balm Locks in moisture all day. 50 ml / 1.7 fl

Intensive anti-aging honey overnight mask effectively combats skin aging. Its soft, silky, creamy texture and strong anti-aging blend.

www.argoskin.com 16 W RANDOLPH STREET CHICAGO, IL 60601 MADE IN USA

Protects and soothes skin from environmental damage, and offers deep hydration.

What it is formulated WITHOUT: Parabens, Benzo phenone, Mineral oil

Intense moisturizing cream imparts a feeling of deep moisture cream aux proprieties hydras antes intensives.

www.argoskin.com 16 W RANDOLPH STREET CHICAGO, IL 60601 MADE IN USA

P RO J E C T — ARGO

www.argoskin.com


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MAKING DRAWING COME ALIVE OBJECTIVE/

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Create a new colored pencil brand with a distinctive packaging design. The packaging concept makes the product stand out in the market and makes the package recyclable and more versatile. A P P R OAC H /

Following the eco-friendly concept, the box is shaped like a tulip. When the box is opened, non-toxic colored pencil products rise upward as if they were growing like a flower. The color and texture of the pencils on the label are on display, and these is a balance of various typographic styles.

P R OJ E C T/

PROGRAMS/

ART ECO CO U R S E /

Adobe Illustrator Adobe InDesign

Spring 2017

DELIVERABLES/

Packaging Design 2

Packaging

I N S T R U C TO R /

Michael Osborne


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501

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ARTECO

601

Artist quality drawing pencils for writing , drawing and sketching , extra-smooth lines in rough drafts, sketches and pencil illustrations.

30 Colored Pencils PROFESSIONAL

PROFESSIONAL + ECO FRIENDLY

ECO FRIENDLY

Beautifully Crafted With Recycled Cedar Wood

A R T EC O

ARTECO

Beautifully Crafted With Recycled Cedar Wood

30 Colored Pencils

P RO J E C T — ART ECO

Artist quality drawing pencils for writing, drawing and sketching, extra-smooth lines in rough drafts, sketches and pencil illustrations.


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LIVING AS A SOLO OBJECTIVE/

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Create a unique idea of a retail store located in a certain location that will be acquired by a larger company. This is a collaborative project that involved a team of five people who created for a store and its sub-brands. A P P R OAC H /

The theme of the store, Solos, was for people who live alone, and the selected cites were New York, San Fransico, and Washington D.C. After doing a thorough amount of research on Solos’ life, we decided our mission would be “premium selective products for independence, convenient living with zero waste, and healthy motivation”.

P R OJ E C T/

PROGRAMS/

SOLOS

Adobe Illustrator Adobe InDesign Adobe Photoshop

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CO U R S E /

Spring 2019

Packaging Design 4

DELIVERABLES/

I N S T R U C TO R /

Packaging

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MAIN BRAND

SUB-BRAND

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D E PA R T M E N T/

D E PA R T M E N T/

Hardware

Kitchenware

P R O D U C T/

P R O D U C T/

Wrench Pliers Tool box Multi Plug Flashlight Screwdriver Multi plug Smoke alarm Light bulbs Home camera Tape measure Wireless charger Security camera Electric door lock Home assistant device Cordless drill driver

Water pitcher Oven mitt Ice cube tray Frying pan 5pc flatware Set Food containers Food storage bags Food thermos Cutting boards Baking utensils Kitchen utensils Personal Blender Thermal coffee carafe Electronic wine opener


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Fitness

P R O D U C T/

P R O D U C T/

Pasta Salt Pepper Cereal Tea set Yogurt Olive oil Vinegar Oat meal Snack chips Granola bar Basil powder Chilli powder Cinnamon powder Instant drip coffee Ready to eat oat meal Mini size alcohol set

Socks Hat Earphone Sunscreen Face towel Dumbbell String bag Fitness tracker Energy bars Protein powder Windbreaker jacket Running sunglasses Running waist pack Single protein powder Insulated water bottle

P RO J E C T — SOLOS

D E PA R T M E N T/

Food

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DESIGNER/

AC K N OW L E D G M E N T S /

Yoonah Lee

I would like to thank everyone who supported me all the time.

CO N TAC T/

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415 864 9429 Yoona7956@gmail.com Yoonahlee.com SCHOOL/

Academy of Art University School of Graphic Design T Y P E FAC E S /

Gotham Adobe Garamond Pro S O F T WA R E /

Adobe Creative Cloud PRINTING/

Blurb.com PA P E R /

STEP BY STEP

100# Eggshell Texture

Marry Scott Todd Hedgpeth Thomas McNulty Ariel Grey Michael Osborne Tom Sieu Paul Derby Megumi Kiyama Valerie Taylor-Smith Scot Crisp Rosa Her Sinae Kim Jea Choi Tae Kim Patrick Seng Leo Choi Sungsun Hwang Sean Lee Yurie Aoki Tany Rios Castro And my Family

©2019 All Right Reserved. No part of this publication can be reproduced without expressed permission from Yoonah Lee.


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