brandon lee portfolio
DESCRIPTION
Brandon Lee Senior Portfolio Instructor - Mary Scott School - Academy Art University Term - Spring 2012TRANSCRIPT
CAUSE/EFFECT
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the selected work of brandon leeCAUSE/EFFECT
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CAUSE/EFFECT
FORWARD
the selected work of brandon leeCAUSE/EFFECT
stepping up
I’ve always tried my best to keep the understanding that as citizens, we
can’t pretend to live completely independent from the world. Every action
that we impress onto our surroundings leaves something behind for the
rest of us to stumble upon. The empty wrapper that is tossed aside, or the
sapling that is planted by a neighbor, may have potential to strongly affect
another human being. Designers are given an unmatched opportunity to
impress upon millions of people, and whether good or bad, can make a true
difference in society. I think it is important to always keep this in mind, and
when given the opportunity, to swing for the fences.
the selected work of brandon leeCAUSE/EFFECT
001
CONTENTS
the state of american education
Ingenuity Plummeting.
022
hendricks gin rickey
Peculiarity Uncorked.
036
victorinox selector site
Manhood Defined.
052
immediate adaptation
Survival Camouflaged.
066
soundscreen
Stress Silenced.
082
sphere poster
Pressure Intensified.
114
carhartt workwear
Workwear Reclaimed.
129
devoe paint
Heritage Revisited.
100
goodfood initiative
Generation Compromised.
002
GENERATIONCOMPROMISED
the selected work of brandon leeCAUSE/EFFECT
002
project / goodfood initiative
003
category
Web Design
deliverables
Website
iPhone Application
Video
brief
Design a campaign for social good, targeting an issue that plagues our
society today, and execute this throughout a website and accompanying
iPhone application. This campaign is to be created in partnership with an
existing company, to lend its voice and support.
background
1 in 3 children in America are classified as being obese. With large snack cor-
porations competing for contracts to provide lunch options, the types of
food and nutritional information being presented to these children every
day at school have a major negative impact on their health. In partnership
with Good Magazine, I created a campaign to bring to light our situation,
and to try to overturn the stranglehold that these companies have on our
schools and the wellbeing of our children.
approach
Using statistical information to present viewers exactly what is being fed
into their children and how adverse it is to their health. Providing a side-
by-side comparison to the nutritional values of properly balanced, healthy
meals and their relation to the health of the general population. This will
be achieved through bold, legible graphics and colors, offering the infor-
mation in a clear, understandable manner, making sure not to overwhelm
the viewer with too much information, yet still giving them a sense of the
urgency of the situation.
cause
Large industry fights to fill our schools with cheaply made lunch options
saturated with sugars, fats, and chemicals.
effect
Obesity is rising at an alarming rate, with one out of three children being
inflicted. There are no signs of slowing, as we continue to ignore such a
grossly unbalanced industry that affects so many.
01PROJECT
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
004
project / goodfood initiative
005
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
the selected work of brandon leeCAUSE/EFFECT
008
project / goodfood initiative
009
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
010
project / goodfood initiative
011
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
012
project / goodfood initiative
013
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
014
project / goodfood initiative
015
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
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project / goodfood initiative
the selected work of brandon leeCAUSE/EFFECT
018
project / goodfood initiative
019
instructor / jenni ji course / graphic design 3category / web design
the selected work of brandon leeCAUSE/EFFECT
020
021
instructor / jenni ji course / graphic design 3category / web design
INGENUITYPLUMMETING
the selected work of brandon leeCAUSE/EFFECT
022
project / the state of american education
023
category
Print Design
deliverables
Poster Series
brief
Design a poster campaign for an issue that you feel needs to be addressed.
background
Every year, our schools are becoming increasingly test focused, with the
increase of programs such as No Child Left Behind, teachers are cornered
into forcing children to memorize facts and data to meet standards. This
is leading to a generation that is less creative, and less able to create the
novel ideas needed to grow our nation. This campaign is aimed to show
how backwards our schools are becoming, as we continue to turn our back
on the quest to create that once fueled us.
approach
The approach for these posters was to appeal to both the children that are
directly affected by the testing, as well as the older generation of parents
and citizens who can see the change occurring and the damage that will
cause. Four posters were made, each pointing out in a different manner
the truth that our schools are creating citizens that are less adept at think-
ing for themselves than they are at reciting data like machines. I chose to
step away from the Macintosh for a bit and use a medium that is a bit more
freeform. Layered paper cut-outs and several light sources were used to
create the four hanging compositions.
cause
American education has become increasingly obsessed with establishing
standardized testing goals, forcing children of all abilities to memorize
and recite in order to succeed.
effect
A new generation of children that are without ingenuity, ability to create
novel solutions, and are reduced to data memorization machines.
02PROJECT
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
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project / the state of american education
025
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
026
project / the state of american education
027
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
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029
the selected work of brandon leeCAUSE/EFFECT
030
project / the state of american education
031
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
032
project / the state of american education
BR I N G
Crea�v�yBACK
BRING
BACKCRE
ATIVITY
033
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
034
project / the state of american education
035
instructor / roland young course / print design 2category / print design
PECULIARITYUNCORKED
the selected work of brandon leeCAUSE/EFFECT
036
project / hendricks gin rickey
037
category
Package Design
deliverables
250ml Single Serving Bottles
1.75 liter Bottle
4-Bottle Carrying Case
brief
Create a line of ready to drink alcoholic beverages. Design the primary and
secondary packaging for this proposed line.
background
Thirsty bar goers are looking more and more toward the finely crafted
drinks of years past. Vodka and Red-bull is giving way back to Manhattans
and Leftbanks. To Keep in line with drinkers changing tastes, the Hendricks
Gin Rickey, a light, refreshing Summer drink, is being reintroduced to the
new generation of boutique cocktail drinkers. Hendricks Gin is a departure
from the traditional London gin, taking softer, complex flavor cues from
cucumber and rose pedals rather the dry, bitter taste of the juniper berry.
Cultivating the image of “The Most Peculiar Gin’” Hendricks has enjoyed a
quickly rising popularity among American bar goers.
approach
Hendricks Gin has developed a growing brand with a very distinct char-
acter, lying somewhere between Monty Python and the 19th century
gentleman. This land of waxed-mustaches, feathered mermaids, and hot
air balloons is perfectly positioned to attract a young generation of speak-
easy seekers. I built upon this peculiarity, amplifying a bit and applying it
to the packaging, finding an oddly appropriate mixture of medieval etch-
ings and glowing carnival ride signs.
cause
A refreshingly traditional libation with a twist of the odd..
effect
A peculiarly different set of eyes to see your world with.
03PROJECT
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
038
project / hendricks gin rickey
039
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
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project / hendricks gin rickey
041
the selected work of brandon leeCAUSE/EFFECT
042
project / hendricks gin rickey
043
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
044
project / hendricks gin rickey
045
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
046
project / hendricks gin rickey
047
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
048
project / hendricks gin rickey
049
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
050
project / hendricks gin rickey
051
instructor / paul kagiwada course / package design 3category / package design
MANHOODDEFINED
the selected work of brandon leeCAUSE/EFFECT
052
project / victorinox selector site
053
category
User Interaction
deliverables
Web/iPad Application
brief
Design a multiple step selection website for a line of consumer products.
background
Victorinox is the original creator of the Swiss Army pocket knife. Over more
than a century, the line has expanded from its first basic six-tool knife, to
over 150 models to choose from. A selection web/iPad application was
designed to narrow down the catalogue to one knife that best fits the
consumers lifestyle, whether they are a fisherman living in the Florida gulf,
or an engineer living in Silicon Valley.
approach
When approaching this project and the Victorinox brand, I chose to be
pretty blunt and only targeted the 90 percentile of Swiss Army Knife
buyers; men. I made the decision to exclude the fairer half when looking
back to every little boys dream of getting their first pocket knife, almost as
a right of passage into manhood. With this direction, defining the perfect
knife meant defining exactly the type of man that you are, what your role
is, and your preferences. I coupled this with the rugged environments that
one would traverse in their lives, and the bold colors of the brand.
cause
You are a man of the world. You provide and strive with what you are given.
effect
Victorinox has the perfect set of tools for you.
04PROJECT
instructor / jenni ji course / graphic design 3category / user interaction
the selected work of brandon leeCAUSE/EFFECT
054
project / victorinox selector site
055
instructor / jenni ji course / graphic design 3category / user interaction
the selected work of brandon leeCAUSE/EFFECT
the selected work of brandon leeCAUSE/EFFECT
058
project / victorinox selector site
059
instructor / jenni ji course / graphic design 3category / user interaction
the selected work of brandon leeCAUSE/EFFECT
060
project / victorinox selector site
the selected work of brandon leeCAUSE/EFFECT project / victorinox selector site
063
instructor / jenni ji course / graphic design 3category / user interaction
the selected work of brandon leeCAUSE/EFFECT
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project / victorinox selector site
065
instructor / jenni ji course / graphic design 3category / user interaction
SURVIVALCAMOUFLAGED
the selected work of brandon leeCAUSE/EFFECT
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project / immediate adaptation
067
category
Publication Design
deliverables
90+ Page Book
30+ Illustrations/Diagrams
brief
Design a publication based on survival. Develop all of the supporting illus-
trations and diagrams using only 2 colors.
background
Instantaneous camouflage in the animal kingdom really is a marvel of
nature. Over generations, certain animals have evolved to instantly adapt
to their environment in order to survive. In particular, certain vertebrates
such as chameleons and flounders, and cephalopods like cuttlefish and
the blue ring octopus can mimic their changing surroundings in seconds.
Variations from changing color to match a branch, to altering the texture
of their skin, and contorting limbs to mimic other species are still being
discovered today and being recorded.
approach
The subject of instant camouflage is certainly a colorful one, though when
looking deeper into the subject, it is one that holds all of its magic on
the cellular level. Knowing this, and being limited to a three-color pal-
ette (including black) I approached the book in a very scientific manner.
A graphic language was developed to create the graphs and diagrams to
help present the large amount of information throughout the book. The
colors scheme was chosen to mimic a science book you would find on the
shelf along side an early Jacques Cousteau publication.
cause
Life is continually forced to adapt to hostile, unfamiliar environments.
effect
Under such adversity, life will provide the most ingenious solutions. They
will continue to amaze us, confuse us, and to challenge us to rethink the
way we view this planet and our role in it.
05PROJECT
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT
068
project / immediate adaptation
069
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT project / immediate adaptation
071
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT
072
project / immediate adaptation
073
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT
074
project / immediate adaptation
075
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT project / immediate adaptation
There is a wide spread opinion that the chameleon
changes its color according to its environment,
turning itself invisible to its predators. This
creates an individual able to shift its behavior
in accordance with different persons is compared
to a chameleon. But is that so? Science does not
confirm this idea at all.
VERTEBRATESTHE METHOD OF INSTANT ADAPTATION OF SKELETAL ANIMALS
51VERTEBRATES
the selected work of brandon leeCAUSE/EFFECT
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project / immediate adaptation
079
instructor / carolina de bartolo course / typography 3category / publication design
the selected work of brandon leeCAUSE/EFFECT
080
project / immediate adaptation
081
instructor / carolina de bartolo course / typography 3category / publication design
STRESSSILENCED
the selected work of brandon leeCAUSE/EFFECT
082
project / soundscreen
083
category
Identity Design
deliverables
National Branding
Identity Guidelines Book
Awareness Campaign
Applications
brief
Identify and research a public issue that effects San Francisco. Create a
sustainable solution, and the branding campaign to back it.
background
San Francisco has over 800,000 citizens, with up to 1,000,000 within it’s
49 square miles on any given day, due to tourism and workers commuting
into the city. With so many people in such a small area, constant noise pol-
lution is an issue that effects every person. Noise pollution isn’t an issue
that many citizens think of as urgent or particularly threatening, but it
does have serious implications to our mental and physical health. Utilizing
technology that is not quite available yet, Sound Screen is a civil program
that installs noise reducing electronic nets along curbs of the busy streets
of San Francisco and its outer lying cities.
approach
Developing the brand of Sound Screen posed the challenge of having to get
the attention of busy pedestrians on busier streets, while not being overly
brash or brazen, as that would go against the nature of the program. To
address this, a voice was created. One that would approach citizens on the
street level, speaking to issues that they are familiar with, in a tone that
they could relate to and would hopefully remember. This voice is spoken on
a stage set of fuzzy, dream-like settings, that was developed to appears as
though you are looking into an early afternoon day dream. This voice was
further carried into the applications that would reinforce the program as
the stress solution for the everyday commuter.
cause
Toning down the volume of our busy San Francisco streets.
effect
A more inviting, tranquil city, with lowered heart failure, lowered blood
pressure, and a lowered sense of hostility toward one another.
06PROJECT
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT
084
project / soundscreen
085
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT project / soundscreen
instructor / darrell hayden course / identity design 2category / identity design
SOUND SCREEN
S O U N D S C R E E N
SOUND SCREEN
S O U N D S C R E E N
S O U N D S C R E E N
S O U N D S C R E E NS O U N D S C R E E N
S O U N D S C R E E N
sound screen
SOUNDSCREEN
SS
S
sound screen
SOUNDSCREEN
SS
S
sound screen
SOUNDSCREEN
SS
Ssound screen
S O U N D S C R E E N
sound screen
Sound Screen
sound screen
SOUND SCREEN
SOUND SCREEN
SOUNDSCREEN
SOUND SCREEN
SOUND SCREEN
SOUND SCREEN
SOUND SCREEN
SOUNDSCREEN
SOUND SCREEN
sound screen
SOUND SCREEN
sound screen
Sound Screen
sound screen
S O U N D S C R E E N
the selected work of brandon leeCAUSE/EFFECT
088
project / soundscreen
S O U N DSCREEN 089
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT
090
project / soundscreen
091
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT
092
project / soundscreen
093
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT project / soundscreen
095
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT
096
project / soundscreen
097
instructor / darrell hayden course / identity design 2category / identity design
the selected work of brandon leeCAUSE/EFFECT
098
project / soundscreen
099
instructor / darrell hayden course / identity design 2category / identity design
HERITAGEREVISITED
the selected work of brandon leeCAUSE/EFFECT
100
project / devoe paint
category
Package Design
deliverables
Gallon Paint Cans
Pint Paint Cans
Spray Paint Can
brief
Select a current or obsolete paint company. Rejuvenate the brand and
design the packaging for a new paint line.
background
The Devoe Paint Company is the first American paint maker, founded in
1754, and continuing to operate as a small market manufacturer today. This
company has grown alongside our country, from its beginnings as a colony
of England to its expansion across to the coast. Devoe established itself as
a major contributor to the railroad industry, as it tracked westward in the
expansion of major cities across America. Sadly, the Devoe Paint Company
is now owned by ICI Paints, a European distributor, and while it retains its
headquarters in Kentucky, it is largely operated overseas.
approach
With such a rich and storied history, the Devoe Paint Company needed
to reestablish itself as the original American paint company. Working off
of the company history in the 19th century with the railroad industry, I
borrowed from that pivotal time in American history, and used the broad-
side poster as a major influence in developing the Heritage line of paints.
Making no effort to down play this period, the line shows its industrious
roots in the materials selected, the textures and style displayed, and the
selection of color choices that are offered.
cause
Looking to your history and heritage for strength and inspiration.
effect
A result more powerful and storied than one could ever conjure up in a
marketing room or assemble in a campaign.
07PROJECT
101
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
102
project / devoe paint
103
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
104
project / devoe paint
105
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
106
the selected work of brandon leeCAUSE/EFFECT
106
project / devoe paint
107
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
108
project / devoe paint
109
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
110
the selected work of brandon leeCAUSE/EFFECT
110
project / devoe paint
111111
instructor / tom mcnulty course / package design 2category / package design
the selected work of brandon leeCAUSE/EFFECT
112
the selected work of brandon leeCAUSE/EFFECT
113
PRESSUREINTENSIFIED
the selected work of brandon leeCAUSE/EFFECT
114
project / sphere poster
category
Print Design
deliverables
Poster
brief
Select a classic movie from Netflix and create a promotional poster that
evokes the spirit of the movie, to be used on the site.
background
Sphere is one of my very favorite mind screw movies. It heaves large por-
tions of the unknown ocean abyss, generous servings of 22nd century
space exploration gone wrong, a subconscious granting sentient sphere,
and a nihilist mathematician in Samuel L. Jackson. There is absolutely no
reason not to love this movie. It has always sparked my deep interest in the
possibilities in uncovering the dark unknown.
approach
At its core, Sphere is about the pressure that builds between individuals
when they are isolated so far away from the assurance of society. This
pressure in an environment that is unknown and unexplainable builds and
divides until everything collapses. I wanted to capture this feeling of com-
plete isolation, and the intensity of this pressure as it builds around you.
cause
Pressure is amplified 3,000 feet underwater, with nothing but complete
isolation and paranoia to keep you human .
effect
Shit will implode.
08PROJECT
115
instructor / roland young course / print design 2category / print design
the selected work of brandon leeCAUSE/EFFECT
116
project / sphere poster
117
instructor / roland young course / print design 2category / print design
SPHERE
SPHERES P H E R E
the selected work of brandon leeCAUSE/EFFECT
118
the selected work of brandon leeCAUSE/EFFECT
118
project / sphere poster
119
the selected work of brandon leeCAUSE/EFFECT
120
the selected work of brandon leeCAUSE/EFFECT
121
the selected work of brandon leeCAUSE/EFFECT
122
project / sphere poster
123
instructor / roland young course / print design 2category / print design
WORK WEARRECLAIMED
the selected work of brandon leeCAUSE/EFFECT
124
the selected work of brandon leeCAUSE/EFFECT
124
project / carhartt reclaimed
125
category
Package Design
deliverables
Packaging line across 5 products
brief
Develop a line of sustainable products for an established company. Design
and manufacture the packaging for the line.
background
Carhartt is synonymous with American industry. Their overalls are worn
by engineers, mechanics, welders and farmers in every state, and have
become a true symbol of the American working man. Unfortunately over
the last decade, the company has increasingly looked overseas for manu-
facturing and materials. This has created a fissure in the heart of the com-
pany and the image of its brand. The Reclaimed work wear line is created
to bring work back home, using sustainable and waste materials created
by industry, to clean our soil and strengthen our bond.
approach
The Reclaimed line of work wear is a push to rejuvenate American industry
while making it cleaner and more responsible to the land that it lays. All
of the packaging had to be made from sustainable materials to reflect
the product line. A strong, purposeful design was established and applied
across durable craft paper in an effort to minimize materials and reduce
any extraneous production and transportation waste.
cause
The American industry has become a tarnished and crumbling shadow of
the pinnacle it once was several decades ago.
effect
A fight to restore it back to the top, in a manner that will keep it sustainable.
09PROJECT
125
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
126
project / carhartt reclaimed
127
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
128
the selected work of brandon leeCAUSE/EFFECT
129
the selected work of brandon leeCAUSE/EFFECT
130
the selected work of brandon leeCAUSE/EFFECT
130
project / carhartt reclaimed
131
the selected work of brandon leeCAUSE/EFFECT
132
project / carhartt reclaimed
133
instructor / paul kagiwada course / package design 3category / package design
the selected work of brandon leeCAUSE/EFFECT
134
the selected work of brandon leeCAUSE/EFFECT project / carhartt reclaimed
135
the selected work of brandon leeCAUSE/EFFECT
136
project / carhartt reclaimed
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ALLS
137
instructor / paul kagiwada course / package design 3category / package design
THANK YOU
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Thanks so much to all of my support, for whom I could have never dreamed
of making it to the end without.
My family, who has been unreasonably supportive over my long journey as
a student, and have remained so as I’ve found my way. Thank you for nur-
turing my creativity for as long as I can remember, and for giving me every
possible tool that I could have asked for. Thank you for loving me whether
I succeeded or whether I failed.
My friends, who have never given me too much grief for being a student
longer than a typical surgeon, and who I can always rely on for a lunch
away from the computer. You have been as important a part of my educa-
tion as any, always willing to share tips and opinions, and the occasional
sounding board that everything is going to be just fine.
My teachers, to whom I owe so much for the designer that I have grown into,
for being so patient, for being so willing to give more than you had to, for
forcing me to look in ways that would have never occurred to me, for being
so much more supportive and caring, and so much less scary than I built
you up to be, for being almost literally insane, for being as excited about
my work as I am, for getting me to push one more step, and for being more
than I could have ever asked for.
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cause/effect
The portfolio of Brandon Lee
copyright @ 2012
All rights reserved. No part of this publication may be reproduced in
any manner without the written consent of Brandon Lee.
academy art university
79 New Montgomery, San Francisco CA
mary scott
Instructor
course
Senior Portfolio
brandon lee
brandonwarrenlee.com
510.381.1024
binding
The Key Printing & Binding
5849 Ocean View Drive, Oakland, CA
printing
Giant Horse Printing
1336 San Mateo Avenue, San Francisco, CA
photography
Brandon Lee
paper stock
Neenah Classic Crest
100lb Super Smooth
fonts
Vista Sans
Light
Book
Small Caps Medium
Italic Medium
Heroic Condensed
Bold
software
Adobe Creative Suite 5
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