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Hello. Here is some of my recent and past creative work. Thanks for looking.
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contact info: 415.816-8732 • [email protected] lee
hello.
contact info: 415.816-8732 • [email protected] lee
At home in the boardroom and design studio, HoMan is known for the ability to bridge the gap between business strategy and creative implementation. He served as the creative director of worldwide marketing at National
Semiconductor where he founded the in-house creative department. HoMan collaborated with teams worldwide to create unified branding, advertising, marketing and communications. Previously, HoMan was an award-winning senior art director at several San Francisco agencies, where he worked with clients such as Cisco, E*Trade, Fidelity Investments, Peet’s Coffee & Tea, Visa and Wells Fargo.
CLIENTS
Below is a list of current and past clients I have worked with independently or at previous engagements.
Agencies Brann WorldwideSteer MarketingTech ProseWong+Wong+Boyack
Health Genentech-Roche
Finance American Savings Bank Brightpath Capital PartnersE*Trade Fidelity InvestmentsVisaWells Fargo Bank
High Tech CiscoCypress SemiconductorIntersil CorporationNational Semiconductor
Food & Beverage
Leoa CellarsPeet’s Coffee & Tea
Entertainment DisneylandParamount Pictures
Telecom Pacific BellSouth Western Bell
Web-based Safeway.comSINA.comZoomerang
Nonprofit AIGA, the professional organization for designSan Francisco Film Society
contact info: 415.816-8732 • [email protected] lee
Roche
We developed the strategic branding, visual identity, communications and collateral support for Roche’s worldwide Moving to One campaign. Following Roche’s acquisition of Genentech, this multi-year initiative will define the integration of the two companies into one global organization with one set of systems and processes.
Web SiteCampaign Logo
Brand GuidelinesIncludes description of the brand voice with guidelines and examples of usage.
Brand Style Guide
4
Logo Size GuidelinesLogo Clearance Space RequirementsThe Moving to One logo must maintain an appropriate amount of white space around it. This clear space around the logo as follows: A clear space of (x) is maintained around the logo, where x is the height of the “m” in the logo. Additional clear space around the logo is also acceptable. This amount of clear space is also required between the logo and the edge of the page, sign or label where it appears.
Size RequirementsThe minimum logo size to maintain legibility on print applications is no less than 0.65”/1.651cm in width by 0.3238”/0.822452cm high. Some exceptions may apply if imprinting on small promotional items, such as pens.
minimum logo size standard letter sheet logo size
1x
0.65”/16.51mm
1.5”/38.1mm
0.3238”/8.23cm 0.7473”/19mm
1x
1x1x
x
1x1x
1x1x
Brand Style Guide
8
Color PaletteThe color palette for Moving to One has been selected to communicate simplicity and clarity surrounding the complex data that is at the core of this integration initiative. White SpaceWhenever creating materials for Moving to One, white space must be an integral part of the design. The use of white space will allow each complex element of communication make the most impact, creating an atmosphere of of simple, clean, clear, messaging.
Neutral Palette The neutral color palette of the main and sec-ondary blues and greys communicates profes-sionalism and calmness. The blues were chosen to support both the Roche and Genetech brands as a family. The muted palette’s blues combined with the greys inspire confidence and give a sense of stability.
Accent ColorsThe Moving to One accent colors provide impactful hits of color that should be applied minimally. The range of muted to bright choices should be utilized to aid in navigation, highlight an important piece of communication, or draw the eye to specific area of communication.
Downloadable color swatches can be found at: www.????.com/??? These MTO color swatches can be found the MTO PowerPoint Template:file “?”
Swatch library to use with Adobe Photoshop, Illustrator, and InDesign: file “mto_cmyk_palette.ase” file “mto_RGB_palette.ase”
Pantone 7503CC36 M39 Y66 K6R162 G141 B101#A28E66
Pantone 7506CC9 M10 Y30 K0R233 G221 B184#E9DDB8
Pantone 715CC0 M48 Y88 K0R255 G153 B51#F89838
Pantone 123CC0 M23 Y97 K0R255 G197 B26#FFC51A
Pantone 371C43 M0 Y100 K56R79 G111 B29#4F6F1D
Pantone 383C20 M0 Y100 K19R178 G187 B33#B2BB21
accent colors
main colors
Pantone 300CC100 M52 Y0 K0R0 G102 B204#0066CC
WhiteC0 M0 Y0 K0R255 G255 B255#FFFFFF
Process BlackC0 M0 Y0 K100R31 G29 B33#000000
secondary colors
Pantone 534CC100 M87 Y33 K23R0 G51 B102#1C3664
Pantone Black 7CC69 M63 Y62 K58R51 G51 B51#333333
Pantone 297CC53 M5 Y1 K0R105 G195 B235#69C3EB
Pantone Cool Gray 7CC43 M35 Y35 K1R153 G153 B153#999999
Pantone 544CC26 M7 Y1 K0R182 G214 B239#B7D6EF
Pantone Cool Gray 3C C19 M15 Y16 K0R204 G204 B204#CCCCCC
Brand Style Guide
9
TypographyIn maintaining consistency with the brand standards of current company typography style, Moving to One texts are set in Imago. The corporate typefaces are installed on the PCs of Roche staff members. Professional users can download all font suitcases in the download area.”1
In digital media, Image and Minion can be substituted with Arial.
Our typefaces are subject to copyright provisions; therefore, downloaded font suitcases may be used exclusively for Roche and Genentech applications. Imago and Minion should now be up-loaded and easily available on all Genentech and Roche computers.
Imago is the preferred font for PowerPoint presentations. If not available on your computer, please use Arial as a substitute.
1 from: http://brand.roche.com/basic-elements/typography.htm
Brand Style Guide
10
Month 00, Year Recipient Name Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country Dear Recipient: This message communicated in a letter consists of three elements: the word content, design of the letterhead and a clean, consistent typing format. All elements contribute to the overall impact of the letter. This letter demonstrates the recommended typing format for all correspondence using the Genentech letterhead template. All typed information is set as 10 point Times New Roman with 14 point leading, flush left, ragged right. the text width should not exceed 6.5". The left margin aligns with the left edge of the “G” in “Genentech”, 1" from the left edge of the page. The date begins the letter, followed by a single line space. The recipient name and address come next, falling 2.5" from the top of the paper. Leave two line spaces between the date and salutation. One line space separates the salutation from the body of the letter. There are no paragraph indentations. Leave an additional line space between paragraphs. A single line space separates the body of the letter from the complimentary close, with three additional spaces to the signature block. Sincerely, Sender Name and Professional Designation Sender Title Business Unit/Group Name Legal Entity Name SI/ti Enclosures (2) cc: Additional Recipient
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
Date: 10/22/2009
To: Firstname Surname
From: Firstname Surname, Department Name, Phone: 000.000.0000, Fax: 000-000-000, Department Name
Re: Subject
Business FormsAll Moving to One business communications should match the following template with the logo and address blocks in a standard location as shown. Similarly, internal and external communica-tions should also display the logo in proportions consistent with the guidelines on this page.
letterhead memo
Brand Style Guide
11
Meeting Communications
posters
Brand Style Guide
6
Logo UseDo Not Use examplesMore examples to come
Always re-size the logo proportionally, maintaining the aspect ratio. Never stretch the logo to make it fit into a space that is not
Whenever possible, use the logo on a white background.Never place the logo on a brightly colored background.
Brand Style Guide
7
Moving to One and the Roche and Genetech Brand InterplayLogo Colors & BackgroundsAt the core of the Moving to One initiative is the interplay of the Genentech and Roche organizations. For this initiative, we will be following the established brand guidelines used for the Roche Family of companies. “In these cases, we ask that employees refrain from using the Genentech and Roche logos together, as this incorrectly refers to our relationship as a co-brand rather than a single unified company.
Global-focused activityThe Roche logo should be the lead brand for Global-focused activities unless Genentech has a significant presence in a particular activity.To download the Roche logo, visit http://brand.roche.com/downloads/logos.htm
US-focused activityThe Genentech logo with “A Member of the Roche Group” tag should be the lead corporate brand for US-focused activities unless Roche has a significant presence in a particular activity.To download the Genetech logo, visit http://www.gene.com/gene/brand/downloads/index.jsp
Drug Development Business Systems Integration
Brand Style Guide
contact info: 415.816-8732 • [email protected] lee
Marketing CollateralPosters, Guidebook, Email Template, PowerPoint and Word Templates, Memo and Agenda Templates
What we’re getting:
• We developed the strategic branding, visual identity
• Communications and collateral support for Roche’s worldwide Moving to One campaign.
• Following Roche’s acquisition of Genentech, this multi-year initiative
• Define the integration of the two companies into one global organization
• One set of systems and processes.
Training:
• Communications and collateral support for Roche’s worldwide Moving to One campaign.
• Following Roche’s acquisition of Genentech, this multi-year initiative
Rave
Medidata Rave
TMS
CTMS
GLIDE
SHARP
Investigational Site Vendor Host
Roche-Genentech
Available October 25, 2010
Project AThe Global Standard for Electronic Data Capture
http://movingtoone.gene.com
Month 00, Year Recipient Name Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country Dear Recipient: This message communicated in a letter consists of three elements: the word content, design of the letterhead and a clean, consistent typing format. All elements contribute to the overall impact of the letter. This letter demonstrates the recommended typing format for all correspondence using the Moving to One letterhead template. All typed information is set as 10 point Times New Roman with 14 point leading, flush left, ragged right. the text width should not exceed 6.5". The left margin aligns with the left edge of the “m” in “Moving to One”, 1" from the left edge of the page. The date begins the letter, followed by a single line space. The recipient name and address come next, falling 2.5" from the top of the paper. Leave two line spaces between the date and salutation. One line space separates the salutation from the body of the letter. There are no paragraph indentations. Leave an additional line space between paragraphs. A single line space separates the body of the letter from the complimentary close, with three additional spaces to the signature block. Sincerely, Sender Name and Professional Designation Sender Title Business Unit/Group Name Legal Entity Name SI/ti Enclosures (2) cc: Additional Recipient
Sender Name , Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country
memo
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan.
Date: 10/22/2009
To: Firstname Surname
From: Firstname Surname, Department Name, Phone: 000.000.0000, Fax: 000-000-000, Department Name
Re: Subject
agenda
Agenda Item Desired Outcome Decision to Be Made
Time Needed
Person Accountable
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Name of Team / Meeting:
Name of Team / Meeting
Date: July 23, 2010
Time: 1 pm (PST), other global times
Location:
Participants: Firstname Surname, Department Name, Phone: 000.000.0000
Purpose: Subject
PPT Presentation TemplatesDeveloped the PPT usage guide.
Custom Iconography
Pantone 300CC100 M52 Y0 K0R0 G102 B204#0066CC
R100 G100 B100
X
Pantone 300CC100 M52 Y0 K0R0 G102 B204#0066CC
R100 G100 B100
X
contact info: 415.816-8732 • [email protected] lee
National Semiconductor
Timed with their 50th anniversary, National Semiconductor set a corporate goal to own the power-efficient semiconductor space. I was responsible for the strategic positioning and identity development for the PowerWise brand which was launched a global campaign that included an array of marketing collateral, print advertising and online promotion. It was a complete re-alignment of the company’s focus that was executed in less than 3 months.
Corporate Collateral
Analog ProductsSelection Guide www.national.com
2011 Vol. 1
Data Conversion AmplifiersAudio Temperature SensorsInterfacePower ManagementDesign Tools
2
Energy-Effi cient Analog Makes the Difference
National Quick Facts
Founded: 1959
Headquarters: Santa Clara, California
Chief Executive Offi cer: Brian L. Halla
Employees: 7,000
Stock Exchange, Listing Symbol New York Stock Exchange: NSM
Fiscal Year: June to May
FY 2008 Sales: $1.89 billion
Unexpired U.S. patents: 3,100
Number of products: 15,000+
Web site address: www.national.com
Analog Revenue Segmentation Fiscal Year 2008
Power Management47%
Amplifiers25%
Other10%
Interface8%
Data Conversion5%
Application Specific Analog5%
National Semiconductor creates analog-intensive solutions that diff erentiate customers’ products by providing greater energy effi ciency, precision,
portability, better audio and sharper images in electronic systems. Analog technologies, also known as linear technologies, are the essential link between the digital world of ones and zeroes and the real world of light, sound, temperature, speed, and pressure. National’s technologies address issues facing system designers in markets such as mobile handsets, communications and industrial applications.
Proven Analog Technology LeadershipNational’s analog portfolio features leading-edge operational amplifi ers, interface technologies, data converters, and power management solutions. Th ese devices provide solutions for high-effi ciency lighting, precision data acquisition, high-speed serial communication and power conversion. As a recognized world leader in power management, National continues to pioneer new energy-effi cient devices, sub-systems and architectures for next-generation system designs.
PowerWise® Products for Energy-Effi cient DesignsEnergy conservation is important all over the world, and National’s rich portfolio of energy-effi cient integrated circuits (ICs), reference
designs and design tools help designers create electronic systems that consume less power.
National’s PowerWise® portfolio designates the company’s most energy-effi cient products, featuring more than 300 devices with outstanding performance-to-power ratios. Metrics for PowerWise devices provide an energy-effi ciency rating, making it easy for system designers to identify the most energy-effi cient devices for their end products.
PowerWise Adaptive Voltage Scaling TechnologyNational’s PowerWise Adaptive Voltage Scaling (AVS) technology enables longer battery life, more features, and improved user experience by reducing the energy consumption in digital processors by up to 70%.
Time
100%
64%
64% Energy Savings
Rela
tive
Ener
gy
Fixed Supply
Dynamic Voltage Scaling
PowerWise Adaptive Voltage Scaling
Energy Savings with PowerWise Adaptive Voltage Scaling
3
Personal Mobile DevicesNational is focused on fully featured wireless handsets and personal mobile devices, products that enable people to search the Internet, send email, stream video, download music and take photos. National’s rich portfolio enables vibrant displays, clearer audio, better portability and longer battery life.
Industrial AutomationIncreased effi ciency and lower operating costs are the driving trends in industrial automation, leading to
increased modernization, as well as intelligent sensing and control. National continues to provide improved precision measurement and control, continuous-calibration capabilities, diagnostic capabilities with reduced downtime and power usage.
LED LightingNational’s constant-current light-emitting diode (LED) drivers enable greater energy effi ciency and fl exibility in lighting designs. Driving numerous LEDs in one string, they provide greater than 90 percent effi ciency and accurate current regulation with less power and heat dissipation. Demand is soaring as LEDs replace incandescent light bulbs in the home and HID lamps in street lights and projectors. With their energy-effi cient nature, LEDs are also fi nding increased adoption in automotive, exterior lighting and infotainment applications.
Communications InfrastructureAs more of the world’s population shares fi les, photos and video, networking and data centers are growing exponentially. Increasingly, new wireless technologies are driving higher data rates and requiring unprecedented power consumption. National’s energy-effi cient solutions enable routers, switches, wireless base stations, modems and DSL equipment to consume less power and generate less heat. PowerWise solutions address rising energy costs and customer demand for “greener” operations.
Alternative EnergyFor 50 years, National has been known for its reliable energy effi ciency and power management products. It now brings that knowledge, experience, and capacity to bear on making solar products for the real world. Small amounts of shade and debris aff ect the effi ciency of solar panels. National’s solar power management products increase solar effi ciency in real world conditions and restore that effi ciency. National’s SolarMagicTM technology improves solar power generation by recapturing up to 50 percent of lost energy in shaded conditions.
Award-Winning Design ToolsNational’s unique WEBENCH® online design environment provides system engineers a competitive advantage and faster time to market. National’s on-demand tools make it easy for system engineers to explore and learn, compare and select products, and then design and build their system online. National’s WEBENCH tools enable novice and experienced designers alike to easily “dial in” their size and effi ciency requirements using online controls.
User Preferred Freq (Hz)
No Output CapUser Preferred LED Ipp %
System Defined
348300 611111 ?
?
?
Optimization TuningFootprint
(excluding LEDs):
Decrease Footprint Increase Efficiency
Efficiency:97 %
Optimize Circuit Help
125.2 mm2
33
User PrefSyste
Increase Efficiency
Help
LED Drivers for High-Brightness LightingSelection Guide www.national.com
2011 Vol. 1
Technology Overview Product Highlights Application InformationDesign ExamplesArticles
national.com/industrial
High Accuracy. Low Power.Energy-Effi cient Motor Control SolutionsNational Semiconductor’s PowerWise® solutions maximize the power-to-performance ratio for industrial solutions improving electronics effi ciency and extending service life. Motors are critical for manufacturing, and control applications, but are also one of the largest energy consumers on the factory fl oor. National offers a portfolio of energy-effi cient PowerWise products which increase the accuracy of motor control and minimize energy consumption.
Shown: Variable Speed Motor Control
AC Motor ControlNational’s low-power precision op amps and simultaneous-sampling ADCs provide accurate current monitoring for high-power control.
Servo Motor Control National’s wide temperature range 12-to16-bit low-power ADCs provide accurate loop control for precision positioning.
Synchronous Motor Control National’s IEEE1588-compliant Ethernet solutions provide extreme timing accuracy for motors running at high throughput rates.
XFMRIEEE1588PHY
FPGA
MAC
Energy Management Unit
IGBTModule
HVDC Bus
DC / DCConverter
3.3V1.8V
3 PHASEINDUSTRIAL
MOTOR
CLOCK
ADC
Vref
Gate Drivers
TachometerFeedback
Amp
Amp
Amp
national.com/automotive
High Performance. Low Power.Energy-Effi cient Automotive SolutionsNational Semiconductor’s PowerWise® solutions maximize the power-to-performance ratio for automotive solutions improving electronics effi ciency and extending service life. National’s Q-grade product portfolio is compliant to the AEC-Q100 standard and supports the zero defect approach throughout the entire design, qualifi cation, manufacturing and supply chain.
Shown: GPS System
V MO
N =
1.8
V D
CV M
ON
= 3
.3V
DC
V MO
N =
1.5
V D
C
Processor(s)&
GraphicsEngine
PowerVbattOver VoltageDisconnect
HDD
DVD
MEMSAccelerometer
Audio
TempSensor
Isense
TempSensor
Whiteor RGB
LEDDriver
Displaay
GPS Rx
Amp
AmpADC
TempSensor
TempSensor
SpeedInput
Amp
Amp
TempInput LVDS LVDS
Infotainment SystemNational’s low-power, ultra-low EMI LVDS Serializer/Deserializer chipsets enhance signal integrity for better displays, robust sound and longer battery life in advanced multimedia and integrated navigation systems.
Lighting SystemNational addresses automotive lighting challenges by offering power efficient LED drivers with flexible design options, zero current shutdown capability, and protection features for stringent automotive voltage and temperature conditions.
Powertrain SystemNational offers a variety of high-performance products supporting high-operating temperatures, including highly reliable power management, thermal management and bare die products with up to 150ºC temperature range for state-of-the-art power steering, gearbox, injection or hybrid drive systems.
© 2
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Product AdvertisingProduct Guides
National Semiconductor at a Glance
contact info: 415.816-8732 • [email protected] lee
Years of INNoVaTIoN
POWER • AMPLIFIERSDATA CONVERSION • INTERFACE
BUILD ON OUR STRENGTHS
[ANALOg IS OuR FOuNDATION ]
Years of INNoVaTIoN
SHAPETHE FUTURE
[CONTROL OuR OWN DESTINY]
COMMuNICATE • COLLABORATE • INNOVATE ThINk AND ACT STRATEgICALLY
Years of INNoVaTIoN
ANTIcIPATE
THE FUTUREENERgY • LIghTINg • MEDICAL
SECuRITY • INFRASTRuCTuRE • MOBILE
[uNDERSTAND kEY MARkETS AND MEgATRENDS ]
Years of INNoVaTIoN
[BE ThE POWERWISE® COMPANY]
ENERgY CREATION • EFFICIENT CONSuMPTION INTELLIgENT ENERgY STORAgE
POWERTHE FUTURE
50th Anniversary Posters
Website and Online Advertising
contact info: 415.816-8732 • [email protected] lee
E*Trade
During a period of rapid expansion, E*Trade acquired several of their competitors. To maximize customer retention, each Welcome Kit was customized for that customer base. We had close to 90% successful customer retention rate for these two acquisitions.
Tradescape acquisition
WebStreet acquisition
contact info: 415.816-8732 • [email protected] lee
E*Trade
We designed a cost-effective 6-panel self-mailer to promote E*Trade’s Chinese Department. Chinese models were featured while all copy and screen shots of their software in were in both Chinese and English.
Flat trim size: 23 7/8” X 5 1/2”
Folded trim size: 8” X 5 1/2”
OFL Panel 2 OBC Panel 6 OFC Panel 1
IFC Panel 3 IBC Panel 4 IFL Panel 5
contact info: 415.816-8732 • [email protected] lee
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CaucasianAmericans
Online
44%
ChineseAmericans
OnlineRESEARCH PRODUCTS
ONLINE
60%
CaucasianAmericans
Online
29%
ChineseAmericans
OnlineCOLLEGE GRADUATE
OR HIGHER
WE DELIVER CHINESE...online
THE WORLD’S BIGGEST CHINESE WEB SITEDELIVERS
SMARTERSHOPPERS.
They’re significantly better educated. They research onlinebefore they buy. And when they buy, they’re BIGGER SPENDERS.
Who are they? Chinese Americans. And where can you findthem? At SINA.com.
Your acumen for reaching this savvy new market can pay off.Brilliantly.
Make the smart move to talk to us today. Email us at [email protected] call toll-free 1.866.SINA.COM.
© 2
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WE DELIVER CHINESE...online
THE WORLD’S MOST POPULAR CHINESE WEB SITEDELIVERS
SAVVIERCUSTOMERS.
They have the PCs and the connections.They research onlinemore.And when they’re ready to buy, they SPEND more.
Who are they? Chinese Americans. And where can you findthem? At SINA.com.
Your instincts for reaching this affluent, highly educated newmarket can pay off. Smartly.
We offer many effective ways to attract them to your productsor services.To learn more, email us at [email protected] orcall toll-free 1.866.SINA.COM today.
Caucasian Americans
Chinese Americans
Caucasian Americans
Chinese Americans
HAVE PC AT HOME ONLINE PENETRATION
100%
80%
60%
40%
20%
0%
59%
43%
81%
50%
© 2
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They make more money. They’re online more. And whenonline, they SPEND more.
Who are they? Chinese Americans. And where can you findthem? At SINA.com.
Your instincts for reaching this lucrative, new market can payoff. BIG-time.
Talking to us won’t cost a dime. Email us [email protected] or call toll-free 1.866.SINA.COM today.
100%
80%
60%
40%
20%
0%
57%51%
$100,000
$80,000
$60,000
$40,000
$20,000
$0
$69,000
$40,000
WE DELIVER CHINESE...online
THE WORLD’S MOST VISITED CHINESE WEB SITEDELIVERS
BIGGERSPENDERS.
Caucasian Americans
Online
Chinese Americans
Online
Caucasian Americans
Online
Chinese Americans
Online
AVERAGE HOUSEHOLD INCOME % PURCHASE ONLINE
InsideWelcome to SINAScope ..........................2A Textbook Example of Effectively Reaching Chinese Americans Online..................................3Quick Bytes .........................3Meet SINA MAN! .................3Bolder Branding With NewOnline Advertising Tools .....4
continued on page 2
USA Today features a cover story on “the Asianization ofAmerica.” Sports Illustrated runs features on Asian majorleague ballplayers and on the first Chinese NBA player.
Hollywood awards four Oscars to a Chinese-language film, Crouching Tiger,Hidden Dragon. Now the latest Census 2000 figures prove that Asian Americais indeed blooming.
Growing at a meteoric 74% rate, Asian Americans even surpass the high58% growth rate for Hispanics. Since immigration restrictions were eased in1965, the U.S. Asian population has doubled every ten years. In 1970 theAsian population was just 1.5 million in the entire U.S.; today three majormetropolitan areas—Los Angeles, San Francisco, and New York—each have atleast 1.5 million Asians.1
This Golden Market Has Spread Out Well Beyondthe Golden Gate
When the first Chinese sojourners entered the U.S. through San Francisco during the California Gold Rush, they referred to their destina-tion as "Gold Mountain." First settling in the West, Asians moved on to majorurban enclaves, seeking golden opportunities throughout the country.
ScopeDelivering Ideas, Insights and Tips on the Online Global Chinese Market SPRING 2001
Premiere
Issue
Census 2000Discovers Mother Lode
of Growth in Asian American Market
A Gold Mine for Marketers
1970:1.5 million Asians in the entire U.S.
2000:3 U.S. metro areas have at least 1.5 million Asians
New York
Los AngelesSan Francisco
U.S.
SINA.com
To promote SINA.com among American corporate marketing departments, we created an attention-grabbing sales kit. Based on the most familiar Chinese metaphor — Chinese food, we developed the a tagline for SINA: “We deliver Chinese...online”. The package included a “menu” of services and the reply form resembled a take-out order form.
We combined direct mail campaigns, collateral, ads, industry-specific reports and newsletters to build awareness and establish SINA as the category pioneer and leader.
Trade Advertising Newsletter
Please make any necessary corrections above.
To enter sweepstakes, respond by November 10, 2000❑YES, I could devour information about howSINA.com can help satisfy the hunger of our clients fornew customers.Tell me how to reach the affluent, savvy,online market of North American Chinese—and enter mein the SINA.com “Deliver Me to Beijing” sweepstakes* soI can get a taste of China firsthand.Phone (______)________________, ext. __________________________Fax (______)__________________ email _________________________Please check all that apply:
❑ Contact me so I can receive my complimentary consultation-to-go.❑ In the meantime, send me the complete SINA.com Menu of Services.❑ In addition to the online Chinese throughout North America, I’m interested in learning more about reaching the Chinese population in:❑ Hong Kong
❑ Taiwan❑ China❑ Other _____________________❑ My clients’ industries include:❑ Automotive❑ Telecommunications❑ Business❑ Travel❑ Education❑ Women’s Fashion/Fitness-Health/
❑ ElectronicsLifestyle❑ Finance
❑ Other _____________________❑ Music & Entertainment
RESPOND ONLINE AT WWW.SINA.COM/SWEEPS,EMAIL TO [email protected],MAIL IN POST-PAID ENVELOPE PROVIDED,OR CALL TOLL-FREE 1.866.SINA.COM TODAY.
EXPRESS ORDER & ENTRY FORM
WE DELIVER CHINESE...online*See reverse for sweepstakes details.
THANK YOUWWMEDI
FOLD
FOLD
The SINA.comEXPRESS
MENU OF SERVICESAbout SINA.com
SINA.com is a leading Internet media and services
company for Chinese communities worldwide, offering
online news, entertainment, community and e-commerce.
A popular destination for the world’s largest population
group, SINA.com offers a Chinese-language network of
four localized Web sites that are produced and updated
daily by local teams in China, Hong Kong,Taiwan and
North America. As of June 2000, SINA.com had over 34
million daily pageviews and 7 million registered users.
To learn more about SINA.com, visit the company’s
corporate site at http://www.sina.com/corp/ or regional
sites at http://www.sina.com, http://www.sina.com.cn,
http://www.sina.com.hk, and http://www.sina.com.tw.
WE DELIVER CHINESE...online
Our Daily Special:
Reaching North America’s most affluent,
educated and net-savvy audience
Two tasty offers inside!
© 2000 SINA
WWGEN1
Notes1. Lenora Chu.“A Coveted Market.” Asian Weekly. March 23, 2000.
2. Jane L. Levere.“Advertising.” The New York Times. July 13, 2000.
3. “Chinese Market Analysis.” World Journal. December 31, 1996.
4. “Projected Asian American Population.” U.S. Census Economic Forecast, 1997.
5. Nicholas Keung.“Immigrants Bring City Fortune of the Dragon.” Toronto Star. April 15, 2000.
6. Interviewing Service of America. August 1999.
7. Ibid.8. Ibid.9. Ibid.10. “Chinese Consumer Study.” ISA/KTSF. August 1999.
11. Chinese Canadian Advertising, Marketing & Media Association. March 2000.
12. “Chinese Consumer Study.” ISA/KTSF. August 1999.
13. Kang and Lee.“Asian American Market Demography.” 1998.
14. Ibid.
To enter the sweepstakes and to
request your FREE consultation-to-go:
Respond online at www.sina.com/sweepstakes today.
Or, mail the enclosed Express Order & Entry Form,
email [email protected],
or call toll-free 1.866.SINA.COM now.
New Customer Acquisition Kit
contact info: 415.816-8732 • [email protected] lee
Cisco Systems
Cisco Systems is one of the leading technology company’s in the world. We designed a unique “dossier” to generate leads for their Enterprise Line of Business.
Product Launch Sales Kit
contact info: 415.816-8732 • [email protected] lee
Corporate Event Invite
Cisco Systems
For over six years, we crafted award-winning event collateral for their prestigious annual CIO Summit. The design was based on the original Kennedy White House Dinner invitations.
contact info: 415.816-8732 • [email protected] lee
Leoa Cellars
From naming through marketing strategy to visual design, we’re helping launch Leoa Cellars into the world of boutique wineries. We’ve developed a brand that reflects their artisanal products in a way that brings together their farming heritage with the owners’ modern sensibility.
Wine Labels
LEO ARIES
Zodiac Symbols Wine Stop Grapevine BudWine Stop Rough
Wine Stop Reversed Flower Pattern
Logo mark development
The name was inspired by their grandfather, Leo Augustine, who started the family farm and also by the combination of the partners astrological signs—Leo and Aries. We explored ways of combining the zodiac symbols that related to viticulture.
contact info: 415.816-8732 • [email protected] lee
Web Site
THE CELLARS THE WINE SHOP NEWS GALLERY CONTACT
©2010 Leoa Cellars, Paso Robles, CA Our wines and our website are intended for adults of legal drinking age. By entering our site, you verify that you are of legal drinking age. Please enjoy our wines responsibly.
2 0 0 8s y r a h
PASO ROBLESdry creek vineyard
the wineIn collaboration with winemakers Jerry and
Marsha De Angelis, Leoa Cellars captures the
uniqueness of California’s Paso Robles wine
region–warm days and cool nights cultivate
distinct well-balanced wines.
notesSyrah is a Rhône varietal known for it’s black-
berry, currant fruit and smoky flavors which
pairs well with red meats, spicy pizza and
savory dishes.
Price $23 bottle / $220 case BUY NOW
2008 roussanne
2009 viognier
2008syrah
2009syrah
THE CELLARS THE WINE SHOP NEWS CONTACT
DRY CREEK VINEYARD, Paso Robles—home of our 2008 Syrah grapes
©2010 Leoa Cellars, Paso Robles, CA Our wines and our website are intended for adults of legal drinking age. By entering our site, you verify that you are of legal drinking age. Please enjoy our wines responsibly.
INTRODUCING LEOA CELLARS
Leoa Cellars of Paso Robles, California,
produces handcrafted wines steeped in
tradition for today’s modern wine en-
thusiast. Leoa Cellars of Paso Robles,
California, produces handcrafted wines
steeped in tradition for today’s modern
wine enthusiast.
In collaboration with winemakers Jerry
and Marsha De Angelis, Leoa Cellars
captures the uniqueness of California.
THE WINE
In collaboration with winemakers Jerry
and Marsha De Angelis, Leoa Cellars
captures the uniqueness of Califor-
nia’s Paso Robles wine region–warm
days and cool nights cultivate distinct
well-balanced wines.In collaboration
with winemakers Jerry and Marsha
De Angelis, Leoa Cellars captures the
uniqueness of California’.
WHAT’S NEWS
Our 2009 Viognier is maturing in its’
Hungarian Oak barrels, getting ready
to be bottled this Spring.
Paso Robles’ unique climate has
produced Viognier’s grapes full of
grape flavors. Our 2009 Viognier is
maturing in its’ Hungarian Oak barrels,
getting ready to be bottled this Spring.
Read more...
contact info: 415.816-8732 • [email protected] lee
5.12.0880
The Chinese spirit, like bamboo, bends in adversity but does not break.
SICHUAN, CHINA
©2008 HoMan Lee . HMAN Design . San Francisco, California USA
Uni ed Determination Mitigating Quake Disaster
China Earthquake Relief Poster
May 12, 2008, a devastating 8.0 quake struck Sichuan, China. I was traveling in China at the time as part of the AIGA XCD Design Expedition. To help mobilize resources and engage the creative community, a benefit poster exhibition was organized by the Sichuan Designers Association. I was honored to be invited to participate. My entry depicts a stylized map of China superimposed on a cracked wall, which was taken in a Shanghai park just days before the quake. The final posters comprised a traveling exhibit, and were also posted outdoors throughout com-munities effected by the disaster.
Featured in Package & Design Magazine (China)
contact info: 415.816-8732 • [email protected] lee
Identity Development
Identity design poses a fascinating range of creative challenges. Below are some of the marks I’ve created to help clients define their brands. Each is the unique embodiment of a client’s philosophy and business model.