brandon lee portfolio

CAUSE/EFFECT

the selected work of brandon leeCAUSE/EFFECT

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CAUSE/EFFECT

FORWARD


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.

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


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


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INGENUITYPLUMMETING


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project / the state of american education

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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


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BR I N G

Crea�v�yBACK

BRING

BACKCRE

ATIVITY

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PECULIARITYUNCORKED


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project / hendricks gin rickey

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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


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MANHOODDEFINED


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project / victorinox selector site

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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


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the selected work of brandon leeCAUSE/EFFECT project / victorinox selector site

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SURVIVALCAMOUFLAGED


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project / immediate adaptation

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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


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the selected work of brandon leeCAUSE/EFFECT project / immediate adaptation

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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

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STRESSSILENCED


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project / soundscreen

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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


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the selected work of brandon leeCAUSE/EFFECT project / soundscreen

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 NS 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


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



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S O U N DSCREEN 089



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the selected work of brandon leeCAUSE/EFFECT project / soundscreen

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HERITAGEREVISITED


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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

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instructor / tom mcnulty course / package design 2category / package design


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PRESSUREINTENSIFIED


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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

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SPHERE

SPHERES P H E R E


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WORK WEARRECLAIMED


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project / carhartt reclaimed

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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

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the selected work of brandon leeCAUSE/EFFECT project / carhartt reclaimed


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THANK YOU


138

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.

139

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

[email protected]

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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brandon lee portfolio

Documents

nutritional information

lunch options

good magazine

carhartt workwear workwear

goodfood initiative

nutritional values

cause large industry

unmatched opportunity