PORTFOLIO 2008-2012PAUL OH

Project: Propose a product to keep the Blackberry brand alive. Design a product that is appropriate for RIM along with trends and competitive activity and presence in the market.

Duration: Two (2) Weeks

MUSE

market brand aesthetic

marketfamiliarity

problem

*58% of U.S. Blackberry owners want to buy an iPhone or Android device - CNN TECH

Blackberry Apple- Business- Professional- Analog- Secure

- Sleek - Clean- Digital- Intuitivevs

Apple doubles iPhone sales in holiday quarter, sailing past analyst estimates

-The Washington Post

What can Blackberry do if phone sales are dropping

** Interview results (10 subjects) Common answersQuestion “How would you describe company X in one word?”

RIM expected to cut BlackBerry sales targets - ZDNET.com“What the Market says...

Some analysts argue that developing multiple BlackBerry (phone) models is spreading RIM too thin. - The New York Times

opportunity

E-readers on average cost at least 3x less than a tablet

iPad$499.00

Nook$99.00

Kindle$79.00

Tablet Adoption Grows More SlowlyKristen Purcell, Associate Director for Research,Pew Internet Project

*prices shown are sourced from manufacturers websites

Blackberry ?

A.

B.

C.

D. Blackberry$ ?

A.

B. C.D.

E-reader sales are growing

3x every year - Venture Beat

What if Blackberry entered the E-reader market?

?

Market Price points...

development

Further iteration focused on blending ananalog and digital user experience

Early iterations explored physical integration of phone and tablet to create a new product

models

a. Model intended to recreate a tangible book reading experience with a digital interface

b. Model focused on premium quality with materials such as leather and aluminum

concept

MUSE gives the user a tactile quality similar to opening a leather bound novel

familiarity

Aluminium

Leather

Battery is located in the spine in order to give a similar feeling of heft to a real book.

Chosen for durability, low weight, and extra tactility.

Chosen for texture, familiar luxury quality, and the ability to change with age like other leather goods.

technology

gestural UIIn order to create a unique reading experience, MUSE utilizes

Blackberry’s trackpad technology allowing swipe gestures

volume can be adjusted by touching speaker. UP or DOWN

ON OFF

E Ink DisplayE Ink technology creates a readable experience closer to physical ink on paper than any other electronic display. - eink.com

MUSE

6.0”7.5”FRONT

SPIN

E

OPEN

Bridging the gap between analog and digital reading

Project: Design a watch that reflects the aesthetic of the Ferrari 458 Italia. Chance for development of sketch/marker rendering skills.

Duration: Four (4) Weeks

THE 458

watches

brand aesthetic

skill refinement

opportunity

msrp: $225,325 -Edmunds.com

The Ferrari 458

The Ferrari 458 Italia was the “it” car of 2009-2010 so I chose to design a new timepiece for Ferrari around this cars’ aesthetic language.

If the car costs this much, what if a “unique watch” came with the car? Meant to promote brand loyalty and to show customer appreciation, a modern timepiece would complement the extravagant lifestyle of Ferrari customers.

info/images from:http://store.ferrari.com/en/watches/

the market

- aluminium - titanium- steel - rubber - anti-glare mineral glass- genuine leather- carbon fiber

color palette

- aluminium - titanium- steel - rubber - glass- genuine leather- carbon fiber

*How is this watch any different than other mainstream watches?

types:1. Scuderia Ferrari 2. World Time 3. Jumbo/150th Anniv.4. Paddock 5. Laptime

price range:$419.00 - $22,119$225,325.00

*

car watch

development

Early ideation focused on specific details of the car such as the distinctive taillights and interior gauge cluster.

Face highlights distinct gauges with same color palette and a duel information cluster.

development

Concept eventually focused on reflecting the overall aesthetic of the vehicle giving the watch an aggressive and athletic feel.

Star pattern reflects the bespoke wheel design on the Ferrari 458.

development

Learning from mistakes Unsatisfied with initial results.

Saturation of details take away from the overall goal of aesthetic refinement and aggression.Watch does not reflect the Ferrari 458 beyond its exterior.

Due to an initial lack of experience with SolidWorks, development of a 3-D model was limited and crude.

I II III

Aesthetic would not appeal to the mature audience that would likely own this watch.

Given these issues, I made the decision to go back and update the watch utilizing the new insights and gained abilities.

final

Revisiting the model.

1:30:15

NIGHTDAY

Activate lights by pushing in crown

Just as Ferraris stand out on the street, the 458 stands out as a sports watch because of its’ signature gauges and sophisticated design. Utilizing unibody construction, the 458 body is made from a single piece of aluminum for durability and clean aesthetic.

THE TIME IS

the face

1.13”1.50”

0.21” 0.21”

0.13” 0.88”

0.13”

Staying true to the Ferrari 458 Italia car, the 458 watch is made of the same advanced and durable materials which utilize state of the art construction methods.

the body

Materials:- Aluminium

- Titanium

- Steel

- Glass

- Vulcanized Rubber

- Carbon Fiber

- LEDs (center screen/lights)

Just like the car, the 458 watch can be customized to suit every customers tastes.

customizing

The 458Fine Tuned Aggression

Project: Design a piece of furniture that also acts as storage

Duration: Five (5) Weeks

SCHUHKARTON longevityluxury

cheap

opportunity

A.

B. C.

D.Despite the greatly varying prices between shoes, most commercial shoe boxes are made of cheap paperboard. Why not something of quality?

Commercial establishments generate a large portion of the estimated 31.4 million tons of corrugated cardboard discarded each year -EPA.gov

$149.99

$54.99

$400.00

$100.00

shoe price key*prices sourced by retail websites

A.B.C.D.

similar details 3X cheaper

-material consideration-

market

**There is NO CORRELATION between price of product and quality of container

pric

e

quality

low

high

low high

pedro garcia

STEVE MADDEN

KENNETH COLE

marc ecko

1.

2.

3.

1.

2.

3.

CLEVER LITTLE BAG, designed for PUMA to reduce pollution and provide a reusable bag

Rubbermaid shoe organizer, considers durability, organization, storability, and easy access.

Generic Chinese shoe organizer, considers visibility and low cost of manufacturing (all plastic)

A.

B.C.

D.

Is there consideration for a second life beyond the retail environment for shoe boxes

ideation

Basic mechanism was explored which involved two interlocking pieces. Simple forms were used in order to allow stacking and ease of manufacturing.

Explored rounded sides to match curves of shoes and hand. Drawing for size reference to shoes.

Two pieces can be interlocked with an open side or closed side.

early thoughts

change of thoughtThe aesthetic of the concept was redirected towards a clean and soft design that is reflected by earlier iterations. Focus/purpose of concept became just for dress shoes and their organization.

ideation

Side loading mechanism could be used on book shelves like existing organizers.

second lifeSCHUHKARTON would be provided with purchase of shoes and act as a storage unit for that pair. Shape allows modularity to create a shoe rack or shelf.

Standard shoe boxes are provided with purchase, but customers often put old shoes inside and discard it. Some customers use boxes as general storage with no specific use.

materials

longevity

Typically made of a type of paper-board, but more expensive shoes can come in boxes covered in materials such as velvet.

All boxes will be made of layered ma-ple veneers and maple hardwood with a small piece of walnut for contrast.

Due to the material choices and design, SCHUHKARTON will be able to easily last the duration of a pair of shoes and keep acting as storage for future pairs of shoes.

Due to the nature of paperboard, it is easily worn down and often discarded by users. Can be recycled if materials are not mixed.

considerations

The ability to retrieve shoes without the need to fumble with a stack as a result of the drawer style design,

A “display mode” was developed for the retail environment in order to better show off products.

2.

Curved exterior provides a more natural handle as opposed to a hard edge with traditional shoe boxes.

Sliding mechanism was intended to be done with just one arm giving the retailer an easier task.

A small notch was added for a finger or thumb in order to easily remove the interior piece

What features does it have?

models

build

Construction steps

2.

4.

5.

6.

7.

8.

9.

10.

Familiarize self with Inverted Router

Lasercamm template for mold

Use router to cut out pieces for MDF mold

Join pieces of mold together. Drill clamp holes

Lay out veneers to flatten overnight

Cut veneers and wrap around MDF mold using straps

Clamp and glue veneers overnight

Separate and sand veneer interior pieces

Cut out end pieces and glue

Cut out opening from both veneer pieces to create reveal

11. Finish by waxing surfaces for less friction to allow smoother sliding

1. 2. 3.

4. 5. 6.

materials:- maple veneer (4’ x 8’ at 22.2 mil per sheet)

- MDF board

- maple board (0.5” thick)

- walnut (0.5”)

- plastic resin glue - wood glue

- finishing wax

1.

3.

final

7. 8. 9.

10. 11.

SCHUHKARTON

more than a box

Miscellaneous

Graphic Prints

Metal plate/block prints.

Black and white print - 5.5” x 5.5”

Red and Blue print - 10” x 10”

Gradient print - 10” x 10”

Graphic Prints

Silk screen prints on bristol paper.

Logo Re-Designs

Before After

Marker Renders

Gold Key Award WinnerSculpture Category

Pottery

Automotive Clay

THANK YOU