Sense Memory

senseport fol io of HYOJIN LEE

senseport fol io of HYOJIN LEE

memory

sen se memor y p o r t f o l i o o f H YO J I N L E E c h a p t e r 0 0 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 11

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Have you ever smelled something that brought you back to a

par ticular moment? Sometimes you can smell something that gives

you a nostalgic feeling. Sometimes those sense experiences awaken

our hear t to what has been forgot ten for a long time.

Without senses, we wouldn’t have many memories. How else would

the things we remember come into our consciousness without the

input from our eyes, ears, nose, mouth, and hands? These are the

pathways by which we perceive the world around us. As time goes

by, we star t to remember things that happened in the past and it

becomes treasures in our minds. Sense memories will remain in our

mind for us to cherish forever.

This por t folio became one of my precious memories through all my

senses. Within each project ’s introduction, you will f ind a word that

represents one of the senses. For each of the projects in this book,

I star ted by trusting in my senses. I hope this gives the viewer a

chance to tap in to their sense memories to f ind their own treasures.

c o u r s e S E N I O R P O R T F O L I O s e m e s t e r FA L L 2 011 i n s t r u c t o r M A RY S C O T T

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007

093

015

105

033

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sense memor y p o r t f o l i o o f H YO J I N L E E c h a p t e r 0 0 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 11

0 0 4

contents

049

133

069

147

081

163

c o u r s e S E N I O R P O R T F O L I O s e m e s t e r FA L L 2 011 i n s t r u c t o r M A RY S C O T T

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0 0 6

see

c o u r s e PA C K A G E D E S I G N 4 s e m e s t e r S P R I N G 2 011 i n s t r u c t o r T H O M A S M C N U LT Y

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structure


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work i n g i n co l l abora t i ve teams

This is our f irst experience in working as design team. Four to

f ive are grouped together to research, re-evaluate and strategize

a new brand positioning for down market brand that has potential

become more upscale and reach a more sophisticated audience.

object i ve

Redesigning Kohl’s packaging will be given a new vision and a

revitalized and refocused branding system. To create a house

of brands and private labels that embody and personify the new

Kohl’s through marketing and packaging systems as well as point

of purchase displays.

p r o j e c t

REDESIGN KOHL’S BRAND

t e a m m e m b e r s

HYOJIN LEE

BEN WONG

JORDAN LE AL

L ANCE ZHANG

s p e c i m e n s

LOGO DESIGN

PACK AGING SYSTEM

BRANDING


0 0 9

mi s s i on s ta temen t

Our mission is to provide our customers with an exciting and complete family

experience. We strive to deliver the best products and values for our customers

by of fering unique and qualit y products. From exclusive to nationally recognized

brands, Kohl’s has the products and prices that families want.

hou se brand

STONE HARBOR l i v in g

Bed Sheets

Memory Foam Pillow

Hangers

Organizer Rack

House Slippers

STONE HARBOR bath

Soap Bars

Wash Cloth

Bath Salts

Shower Cur tains

Candle Set

Bath Mat

Bathtub Caddy

STONE HARBOR ki tch en

Frying Pan

Roaster Rack

Wooden Spoons

Cut ting Board

Salad Serving Set

Linguine

Far falle

Seasonings

Tomato Sauce

Pesto Sauce


010

pr i va te brand s STONE HARBOR ki tch en appl i an ces

Waff le Maker

Waf f le Mix

Electric Knife

Toaster

Convection Oven

Por table Espresso Maker

Cooking Apron

Cooking Mit tens

Cut ting Board

Spices / Rubs

STONE HARBOR bab i es

Stuf fed Animals

Stuf fed Donut Pillow

Milk Bot tles w / Carrier

Baby Bibs

Baby Blanket

Milk Powder

Baby Food Jar Set

STONE HARBOR h om e i mpro vem ent

Paint Can

Paint Brushes

Cleaner Spray Bot tle

Paint Roller

Working Gloves

Safety Glasses

Flashlight

Extension Cord

Folding Step Stool

Stain Remover

STONE HARBOR h om e d écor

Frosted Vases

Table Lamp

Wall Clock

Alarm Clock


011


012

014

taste


015

goodness

sen se memor y p o r t f o l i o o f H YO J I N L E E c h a p t e r 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10 11

016

so lu t i on

While conducting research on Kohl’s kitchen appliances, our

team noticed that they mostly consisted of national brands

and exclusive brands, but none of which were under the Kohl’s

brand. We felt i t was a great oppor tunity to create a distinct

house brand, called Stone Harbor, for Kohl’s kitchen appliances

and accessories.

object i ve






p r o j e c t


k e y a d j e c t i v e s

E ARTHY

CRAF T Y

NOSTALGIC

s p e c i m e n s

FRYING PAN

ROASTER RACK

SAL AD SERVING SET

WOODEN SPOONS

CUT TING BOARD

LINGUINE

FARFALLE

TOMATO SAUCE

PESTO SAUCE

BAGUET TE

SE ASONINGS


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018


019




022


025


026


028



030


031


032

feel


033

texture


034

so lu t i on

While conducting research on Kohl’s home furnishings, our team

noticed that they mostly focused on a female audience. Our team

felt this was a great oppor tunity to bring in a more gender neutral

audience into Kohl’s, and to make the designs more intriguing, we

decided to give the packaging an edgy qualit y through its rough

texture. We gave the packages a voice by using an illustrative style

and a touch of tex ture. This provided a distinctive look to Kohl’s

home depar tment.

object i ve






p r o j e c t



TE X TURE

GENDER NEUTRAL

COMF Y

s p e c i m e n s

BED SHEETS 3

A SET OF HANGERS

ORGANIZER RACK

HOUSE SL IPPERS

MEMORY FOAM PILLOW


035


036


037


038


039


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0 4 4


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smell


0 49

serenity


050

so lu t i on

The concept was to create and design bathroom products that

refresh the body and relax the spirit. It takes just the right touch

to make a bathroom special. Our products provide that comfor t

and personalit y that customers are looking for. Our team used

abstract photos of nature and tried to make the packaging more

of an open structure to bring a feeling that is soothing and

relaxing to Kohl’s bathroom depar tment.

object i ve






p r o j e c t



SOOTHING

REL A XING

SOF T

s p e c i m e n s

BATH MAT

WASH CLOTH

SOAP BARS

BATH SALTS

CANDLE

SHOWER CURTAINS

BATHTUB CADDY


051


052


053


05 4


055






0 61


0 62


0 6 3




0 66


0 6 8

look

c o u r s e G R A P H I C D E S I G N 2 s e m e s t e r FA L L 2 0 0 8 i n s t r u c t o r T H O M A S M C N U LT Y

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around


070

so lu t i on

I created a new brand identity, The Uptown Tenderloin, to help

promote the neighborhood with a new positive image. This

identity will encourage tourists and other people to come and

enjoy this newly restored neighborhood. I decided to give some

structure and order to the look of the Tenderloin. In creating

the logo, I used bright colors to give a positive look and feel

within a strong structure that represented a sense of security

and unity.

object i ve

To create a new look for the Tenderloin that would make people

visit more of ten to enjoy the environment of the new Tenderloin.

p r o j e c t

POSITIVE IDENTIT Y

DESIGN OF THE UPTOWN

TENDERLOIN


POSITIVE

DIVERSE

STRUCTURAL

s p e c i m e n s

STATIONERY SYSTEM

T-SHIRTS

FLIP-FL APS

HAT

CUP

PENS

POSTERS


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079


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listen

c o u r s e T Y P O G R A P H Y 4 s e m e s t e r S P R I N G 2 011 i n s t r u c t o r L I A N N G

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below


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so lu t i on

This book was expressly made to create awareness about

ear thquakes using type and illustrative elements. In order

to express the concept of movement, I used dif ferent type

weights, and to simulate instabili t y and the shif t ing ear th,

I shif ted the columns in each page.

object i ve

To design a book based on the themes of “Survival.”

p r o j e c t

E ARTHQUAKE SURVIVAL BOOK


MOVEMENT

SHIF TING

UNBAL ANCED

s p e c i m e n s

BOOK


08 3


08 4


085


086


087


08 8

E .Q . FOCUS E .Q . FOCUS

S-WAVES

LOW VELOCIT Y CORE ( L IQUID )

S -WAVE SHA DOW ZONE

E .Q . FOCUS

LOW VELOCIT Y CORE

P-W

AV

E SH

AD

OW

ZONE P-WAV

E S

HA

DO

W Z

ON

E


089


0 90


feel

c o u r s e PA C K A G E D E S I G N 3 s e m e s t e r FA L L 2 010 i n s t r u c t o r T H O M A S M C N U LT Y

0 93

prestige


0 94

so lu t i on

Through research, I became confident that there was a special

connection that could be made between Audi and the home through

Audi’s commitment to ref inement and simplicity. The housewares’

details and color maintain Audi’s sophistication and functionalit y.

I noticed that car adver tising shows the front end of the car mixed

with close-ups of the car ’s features. There is a focus on strong lines

and forms on the packaging design. I used the same aesthetics

for this packaging, so a product appears like a new car. Black and

white bold lines and contrasting packaging size may appeal to

the male target audience since most home appliances are geared

towards women.

object i ve

To promote a line of housewares through a brand that is far

removed from home appliances.

p r o j e c t

AUDI HOME APPLIANCES


POWERFUL

EDGE

MODERN

s p e c i m e n s

AIR PURIFIER

WINE OPENER

HE ADPHONE

COFFEE GRINDER

COFFEE MAKER


0 95


0 96


0 97


0 98


0 99



103


10 4

see

c o u r s e P R I N T 1 s e m e s t e r S P R I N G 2 010 i n s t r u c t o r M A X S P E C T O R

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danger


10 6

so lu t i on

Animal’s rights to li fe and safety must be protected. This print

piece can shif t public awareness about animals by exploring

their special senses. By showing people how amazing animals

are with their special senses, we can promote the preservation

of animals in nature. There are four books that represent four

dif ferent types of animal’s senses. The facts are based on a

scientif ic approach.

object i ve

To uncover a li t t le known or ignored issue and create a print

piece to raise awareness for it.

p r o j e c t

ANIMAL SENSES


SCIENTIFIC

SECRET

DIFFERENT

s p e c i m e n s

BOOKS

MAILER

INVITATION

POSTER

WEBSITE


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10 9


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touch

c o u r s e G R A P H I C D E S I G N 3 s e m e s t e r S U M M E R 2 0 0 9 i n s t r u c t o r L A U R A M I LT O N

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mankind


120

so lu t i on

I wanted to encourage more people to suppor t this vital campaign

and save lives by making promotional items, fundraising events,

and providing information in the form of brochures, CDs, posters,

and invitations. I used a limited colour palet te using grayscale

contrasted with orange combined with changes in scale to make

key words pop. The main idea I wanted to give the most impact to

was hunger.

object i ve

To raise awareness and engaging public opinion; packaging and

delivering f ield exper tise, analysis, and recommendations to key

decision-makers, and polit ical actors ; advocating for humanitarian

values and outcomes; and ensuring that vulnerable communities

have a voice among international humanitarian deliberations.

p r o j e c t

ACTION AGAINST HUNGER


E ARTHY

STRONG

BOLD

s p e c i m e n s

BROCHURE

INVITATION

CD

POSTER


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hear

c o u r s e T Y P O G R A P H Y 3 s e m e s t e r S P R I N G 2 010 i n s t r u c t o r C A R O L I N A D E B A R T O L O

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air


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so lu t i on

This book used type to express the f low of air through tracking

and changes of direction. The whole project incorporated char ts,

graphs, and photography to help visualize the ef fects of pollution.

object i ve

To design a book based on the themes of “Survival.”

p r o j e c t

AIR POLLUTION SURVIVAL BOOK


MOVEMENT

SHIF TING

FLOWING

s p e c i m e n s

BOOK


135


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137


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140


141


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143


14 4


145


146

see

c o u r s e P R I N T 2 s e m e s t e r FA L L 2 010 i n s t r u c t o r T O M S I E U

147

green


14 8

so lu t i on

The cell phone charger has become a device we depend on.

However, when we no longer do, it most likely will end up in a

landfill. My redesign benefits both the user and the environment.

The function, shape, and color of my redesign considers the

best practices for sustainabili t y. Electronic devices don’t need to

be poorly designed and toxic for the environment.

The book is divided into two dif ferent sections; before and af ter.

The before section is in orange to give a warning to people about

wasting devices, and the af ter section is in green to make people

think about sustainabili t y.

object i ve

To design a book that will inspire the reader to examine how

products can af fect our behavior as consumers.

p r o j e c t

SPROUT


SUSTAINABLE

GREEN

CHANGING

s p e c i m e n s

BOOK


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153


15 4


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A P E R M A N E N T M A G N E T S I N S I D E R E C Y C L E D A L U M I N U M


158

R E C Y C L E D P L A S T I C E N C L O S E D P O W E R S Y S T E M

L I G H T W E I G H T / / 1 5 0 g

R E A L S I Z E / / W : 3 . 5 ” H : 3 . 5 ”

S I D E V I E W F R O N T V I E W T O P V I E W


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Sprout


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sense

c o u r s e VA R I O U S s e m e s t e r VA R I O U S i n s t r u c t o r VA R I O U S

16 3

identity


16 4

so lu t i on

All identit ies have a special task to accomplish, and it ’s my

job as a designer to emphasize the hidden message behind

each identity. Every logo took on a distinct personalit y

that set it apar t and formulated how that identity would be

perceived. Each logo was researched to be represented

in the most valuable way possible. The following logos are

presented in black and white. The logos were designed to

f irst work in black and white applications before using color.

object i ve

To learn the impor tance of a mark and to understand how to

ef fectively represent the core message of a company, person,

place, or event.

p r o j e c t

VARIOUS


VARIOUS

s p e c i m e n s

LOGOS


165

OKTOBERFEST


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thanks

fam i ly

Thank you God. Thank you mom and dad for all your suppor t,

prayers and patience on this long and unexpected journey. I

would not be the person who I am today as a designer without

you. I love you so much !

f r i end s

To my friends Hana Lee, Nina You, Ben Wong, Jordan Leal,

Lance Zhang, Phoebe Mak, and Jay Jo, you’ve suppor ted me

so much !

facu l ty

To the Academy of Ar t University for challenging and inspiring

me throughout the years. Mary Scot t, Thomas McNulty, Tom

Sieu, Carolina de Bar tolo, Laura Milton, Max Spector, Lian Ng,

Julia Brown, and Allen Gaoiran.

se r v i ces

The Key Printing & Binding, Plotnet, Flax, Kelly Paper, Calumet,

Blick, My Camera, Computers, and Printer.

t h a n k y o u s t r o n g c o f f e e a n d m u s i c f o r k e e p i n g m e a w a k e !


175

Copyright © 2011 Hyojin Lee. All Rights Reserved. No par t of this publication

may be reproduced, stored in a retrieval system or transmit ted in any form or

by any means without the writ ten permission of Hyojin Lee.

HYOJ IN LEE

s c h o o l

Academy of Ar t University, School of Graphic Design

79 New Montgomery, San Francisco, CA

c o u r s e

Senior Por t folio

i n s t r u c t o r

Mary Scot t, Chair, School of Graphic Design

t i t l e o f b o o k

Sense Memory

b o o k s i z e

8.5625 x 11.75

c o v e r s t o c k

Arrestox Bookcloth with Foil Stamping

t e x t s t o c k

Finch Paper 100 # Text

e n d s h e e t s

Canson Mi-Teintes

p r i n t e r

GiantHorse, San Francisco, CA

b i n d e r y

The Key Printing & Binding, Oakland, CA

t y p e f a c e s

Bodoni, Trade Gothic

s o f t w a r e

Adobe Creative Suite 5.5

c a m e r a

Nikon S5 Pro

p h o t o g r a p h y

Hyojin Lee

memory

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Sense Memory