portfolio of jaclyn le

Jaclyn LePortfolio

of

Design Process

3 Spread the Word

7 Gender and Mobility

Project Outcomes

11 PH7 Water Product

12 Javelin Book Jacket

13 Sufjan Stevens Editorial

14 US Rags Marketing Plan

15 Cinespace Identity

16 Venus Infers CD Sleeve

17 Broken Social Scene Album

18 Earth2Jane Webcommunity

Design processWalking through

the

+Methodology

Design Process

Design Process

3 Spread the Word

7 Gender and Mobility

Project Outcomes

Project briefThe goal of this project is to find innovative ways to spread

the word about KISD locally and beyond, and additionally

to look for places where design is needed. This need

should be connected to the potential we have at KISD.

We defined the target area of apprx. 500 meters radius

around KISD and searched for visable traces of KISD

through signage, maps, and print media. Additionally

the existance of KISD on the internet was searched via

wikipedia, social networking sites, and google listings.

Street InterviewsTo find out what the people of Cologne know about KISD,

we taped informal interviews of locals asking them “Do you

Know KISD?” The outcome from these interviews was that

almost no-one knew about KISD, and for some people, it

was difficult to make a connection between KISD and Köln

International School of Design. The film footage was used to

emphasize our point that something needed to be done.

RoleplayingWe wanted to experience how easy it is to find KISD

using signs and public transport from Brüsslerplatz

which we identified as a key area where people who

would be interested in finding the KISD would be

travelling from. We found that absolutely no signage

exists indicating where KISD is or how to get there.

promotion+

interaction

Participants: Aly Blenkin, Ankur Seth, Fiona MacLellan, Hanna Kulin, Kate Ivey-Williams, Kwan Phonghanyudh, Lenka Petzold, Omar Gerardo Chacón-Yela, Samara Tanaka, Vassiliki Tsaknaki

Spread the Word Portfolio of Jaclyn LeSpread the Word

Raising Awarenessvisibility

possibility

Finding KISD

Creating a channel

√

√

√

Donating KISD Annual Reports to CafesWe started an initiative for promoting KISD by giving the Annual Report publication of

KISD as a gift to 4 trendy cafes in central points of the city. This way, people drinking

their coffee could take a look at the KISD Annual Report and be informed about what

KISD is and what we do. The feedback from all the cafes which we gave the book

(“Cafe Fleur”,”Hallnackenreuther”,”Holtmann Ludwig”,”Coldmund”) was positive and they

placed it in a central place inside the cafe so that all their visitors have access to this.

Portfolio of Jaclyn LeSpread the Word


possibility

Finding KISD

Creating a channel

√

√

√

Putting KISD on the MapTo increase awareness among people on public places

through subtle change, we wanted to put the name of

KISD on maps including maps at tram stations, tourists

maps, public maps, directions & signs, station signs, bus

stops, bike signs, bars, cafes, and street furniture.

We created vinyl stickers with “KISD.de” which we stuck on

transportation signage. Stickers were stuck in locations with

heavy foot-traffic including on maps and public places to raise

awareness of KISD. “KISD.de” stickers were distributed to KISD

students to encourage active involvement in spreading the word.

The Köln tourism office and KVB were contacted about future

prospects of having KISD added to their maps.



possibility

Finding KISD

Creating a channel

√

√

√

Creating a communication channelThe Friday Presentations at the KISD are open to the

public, but people are not taking advantage of this due to

lack of awareness that this exists to the public. We want

to emphasize that everyone is welcome to take-part.

To accomplish this, we created flyers inviting people to join

us that have a perforated invitation attached. People are

asked to submit their design rants no matter how trivial.

How would the people find the flyers? Through magenta

boxes on wheels around the city in select locations.

The boxes would have text inviting people to interact

with it by opening it and taking an invitation.

Every first Friday at 11 am, the received flyers are

posted on a wall in the entry hall of KISD. Several

of the more interesting flyers are selected to be

discussed in between the presentations.

On the box and the flyer, we mention the url to the KISD

Design Rant blog that is available for people to use to

post their design rants. On this blog, people can also

read the design rants of others, vote on the importance

of the design problem, and discuss the problem.


Project OverviewThis project was a joint effort between the KISD and

Volkswagen which aimed to identify future scenarios for

women and their specific mobility needs in 2025.

Scenario ConstructionAfter much deliberation, we collectively identified 13 influencial

factors effecting women and mobility in the future.

Wachsende Dienstleistung-

swirtschaft, Mobilität verbleibt hoch

Büros zu Hause diversi�zieren

Mobilitätsmuster

Einschränkende Arbeitsbedingungen verändern Mobilität 2

1

3

Trad

ition

elle

R

olle

der

Fra

u

Gle

iche

r St

atus

fü

r Fr

au &

Man

n

Dop

pelr

olle

fü

r Fr

auen

Rolle der Arbeitsorte D

arst

ellu

ng d

er

Ges

chle

chte

rrol

len

RELIGION &TRADITION

ROLLE DESARBEITSPLATZ

WORK-LIFE BALANCE

BILDUNG

ORGA

NISAT

ION VO

N

FAMI

LIE &

LEBE

N

VIRTUELLE

MOBILITÄT

DIE AUSLEGUNG

DER GESCHLECHTER

ROLLEN

EINFLUSSDER FRAU AUF DIE GESELLSCHAFT

FAMILIEN

STRUKTUREN

MOBILTÄTS-

KOSTEN

NUTZEN DER

MOBILEN SYS

TEME

ROLLE DERUMWELT

AUSWIRKUNG AUF DIEFINANZKRISE

Dominanz der

ö�entlichen

Transportmitte

l

ganzheitliche Work-life Balance

Gesellschaft di�erenziertzwischen

Freizeit & Arbeit

Arbeit ist Leben O�ene Familien

Strukturen

Netzwerk

Service

Gesellschaft

Politik

kontrolliert

Familien

Planung

Elite & Bildung als Wettbewerb

Basis Kenntnisse

“Lebenslanges Lernen”

Fam

ilien

freun

dliche

s

Arbei

ten

& stei

gend

e

Gebur

tenr

ate

Reduz

ieru

ng d

er

Rolle

der

Frau

in

der Fa

milie

nstru

kturFr

au al

s

“Hau

ptern

ähre

r”

All Arten der

Mobiltät bleiben

teuer

Mobilitäts Kosten

preiswerter als heute

Kosten für

Mobiltät

steigen

extrem an

Harmonische Ko-existenz

von physischer und

virtueller M

obilität

E-Home Revolution

Gegenbewegung

der Virtuellen

Mobiltätethnische Aufteilung

Krise zwischen ethnischen Gruppen/

politische Unterdrückung

MultikulturelleGesellschaft

Gesellschaftsübergreifend Modernisation/

Abbrechen der Traditionen

Rollentausch

Frauen & Männer sind gleichgestellt

Aggressive Dominanz der Frau

Traditionelle

Frauenrolle

Männer & Frauen

sind gleichgestellt

Doppelrolle

der Frau

Restriktive

Arbeitsbedingungen

modi�zieren Mobilität

Home O�ces veränderten

Mobiliäts-Verhalten

Anwachsen des Service

Wirtschaft, Mobilität

bleibt konstant

Wirtschaft verlangsamt

Anhaltende Kriseinstabile Politik

Aufblühende Wirtschaft ab 2010

Langsame aber stetigeglobale Erwärmung

Innovationen stoptErwärmung

Stark ansteigende Erwärmung,keine Ressourcen

Abbau der

ö�entlichen Transportmitte

l

& Auto Dominanz

Auto Dominanz &

Erweiterung der

ö�entlichen Transportmitte

l

Home of�ces diversify mobility patterns

1 Equal status for women and men+Szenario

Restrictive working conditions alter mobility

1 Double role for women+Szenario 2

Growing service economy, mobility remains high

1 Traditional role for women+Szenario 3

Einschränkende Arbeitsbedingungen verändern Mobilität1 Doppelrolle

für Frauen+2Material World Szenario

Wachsende Dienstleistung-swirtschaft, Mobilität verbleibt hoch

1 Traditionelle Rolle der Frau+3

Women’s World Szenario

Büros zu Hause diversi�zieren Mobilitätsmuster

1 Gleicher Status für Frau & Mann+

Happy Home Szenario

Participants: Janine Bohley, Bastian Boss, Christian Büry, Vildan Emuce, Jakob Florczyk, Carmen Johann, Julia Maschkewitsch, Idit Minka, Katharina Seeger, Florina Trost, Erik Wedeward

Gender and MobilityPortfolio of Jaclyn LeGender&Mobility

Observational StudiesTo document the travel patterns of women through

different means of transport, we conducted

observational studies in the following environments:

• bikes through the suburbs

• driving by car to and through Amsterdam

• taking the RE and ICE to Frankfurt Airport

• studying the people waiting for their flights at the airport

Portfolio of Jaclyn LeGender&Mobility

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

Happy Home

HAUPT-

SZENARIEN

Women‘sWorld

MaterialWorld

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

SUB-

SZENARIEN

UrbanWoman

Women‘sRush

Work isLife

PatchworkService

Community

My LittleTown

LatteMacchiatoMothers

The Jetsons

SharedCommune

Nomadic Society

Happy Home

HAUPT-

SZENARIEN

Women‘sWorld

MaterialWorld

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

UMGEBUNGEN

SUMMY

LAMA

GT

BIMBA

SUB-

SZENARIEN

UrbanWoman

Women‘sRush

Work isLife

PatchworkService

Community

My LittleTown


The Jetsons

SharedCommune

Nomadic Society

Happy Home

HAUPT-

SZENARIEN

Women‘sWorld

MaterialWorld

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

Con Bike

E-Schuhe

Spong

Daddy Car

Teen Car

Mobile Shop

Reise-Mobil

KONZEPTE

ShoppingCommuter

BusinessKutsche

Tik Tak Taxi

UMGEBUNGEN

SUMMY

LAMA

GT

BIMBA

SUB-

SZENARIEN

UrbanWoman

Women‘sRush

Work isLife

PatchworkService

Community

My LittleTown


The Jetsons

SharedCommune

Nomadic Society

Happy Home

HAUPT-

SZENARIEN

Women‘sWorld

MaterialWorld

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

Influencial FactorsThe factors we identified in 2 workshops with VW.

These factors created the first basic scenarios.

Main Scenarios Based on the initial scenarios, we developed

3 main groups of scenarios.

Sub-scenarios Within the main scenarios, 9 sub-scenarios were

developed. These go into further detail and offer the

foundation for later development of concepts.

EnvironmentsThe environments also know as the womens lifestyles

were developed from the sub-scenarios. These women

are the foundation upon which the concepts are based.

ConceptsBased on the environment, main and sub-scenarios,

and the influencial factors, 20 modes of mobility

were designed. 12 were unveiled for year 2025.

BusinessKutsche

KONZEPTE

ShoppingCommuter

Tik Tak Taxi

Con Bike

TeenCar

Daddy Car

Family Car

Mobile Shop

UMGEBUNGEN

SUMMY

LAMA

GT

BIMBA

SUB-

SZENARIEN

UrbanWoman

Women‘sRush

Work isLife

PatchworkService

Community

My LittleTown


The Jetsons

SharedCommune

Nomadic Society

Happy Home

HAUPT-

SZENARIEN

Women‘sWorld

MaterialWorld

EINFLUSS-FAKTOREN

GRUND-SZENARIEN

Portfolio of Jaclyn LeGender&Mobility

Outcomes Projectthe

Project Outcomes

Design Process

Project Outcomes

11 PH7 Water Product

12 Javelin Book Jacket

13 Sufjan Stevens Editorial

14 US Rags Marketing Plan

15 Cinespace Identity

16 Venus Infers CD Sleeve

17 Broken Social Scene Album

18 Earth2Jane Webcommunity

PH7 Water Product According to the Beverage Marketing Association, one in every two

Americans consumes bottled water which regularly, amounting to

$4 billion domestic sales annually.1 In a homogenous product market

such as water, packaging plays an integral role in differentiating a

product from its competitors and also in giving value to a product.

I conducted a series of informal interviews which helped to identify

problems that people have when purchasing water. The key driver

that influences consumers to pay a premium for it as opposed to tap

water is the perception that bottled water is more pure. According

to a study conducted by the Natural Resources Defense Council, a

third of the bottled water tested for contaminants contained some

levels of contamination.2 When consumers are purchasing water, the

purity of the water content is their primary concern. How does one

know that the water they are purchasing is safe to consume?

The next phase undertaken was to conduct desk research on

different methodologies for testing the purity of water. The solution

proposed was that the label of the product could be made of litmus

paper. Using litmus paper was an effective solution, because we

could satisfy two needs— allowing consumers to measure the

purity of the water while still functioning also as a label.

1 Beverage Marketing Association, 1998 data cited in “Advertising & Marketing: Waterlogged,” Los Angeles Times, p. D5. 5 May 2008.

2 “Bottled Water Pure Drink or Pure Hype?” March 1998. Natural Resources Defense Council. 5 May 2008. < http://www.nrdc.org/water/drinking/bw/chap1.asp >.

Portfolio of Jaclyn Le

Javelin Book JacketThe aim of this cover-design was to explore the following questions:

What is the function of a book cover? Is it simply package design? Is it a form of advertising?

The title type takes on the form of a javelin. The saturated orange color of the title was selected

to contrast with the image. The javelin shape is brought back again in some of the interior

spreads to draw the reader into the book and also to tie the book jacket with the body copy.



Sufjan Stevens Editorial Folk singer-songwriter Sufjan Stevens writes whimsical, reflective, quiet songs. The aim was to capture the mood of

his music through color and typography. To integrate the photograph of Sufjan with the rest of the composition,the

lyrics from some of his songs were used to create a pattern that grows from the plaid pattern of his shirt.

Participants: Nick von Zumwalt, Julia Kaopua, Janice Fong, Greg Goggin, Sara Sotoohi


A few screenshots of the presentation which briefly overviews the points in the marketing plan

US Rags Marketing PlanFor this marketing project, we developed a comprehensive

marketing plan for the company US Rags which

included a situational analysis, key strategic decisions,

advertising objectives and strategy, analysis of our

target market, creative strategy, media planning,

media budgeting, and marketing objectives.

We conducted market research for the company,

put together a marketing plan to increase brand

awareness in the U.S., implemented launch party on our

campus (which included a fashion show for the Spring

2008 line), and designed all parts of the advertising

campaign which included out-of-home wrapped bus

advertisements, posters, magazine advertisements, etc.

Maintaining cohesiveness among all these image factors is

vital to creating a strong brand identity, which is important

when trying to stand out in a congested industry.

12 | Fall 2007 US Rags

The objective of our campaign is to increase brand awareness

and recognition which will in turn increase sales. In doing

this we want to reposition the brand in order to get away

from the 1970s characteristic and be seen as a brand that is

inspired by music, art, and culture from past decades and the

current decade. We also want to appeal to an older market

than is currently purchasing U S Rags clothing in the U.S. This

will be achieved by making the entire brand appear more

mature through marketing and stronger, more creative designs.

To achieve our objectives we will use various promotional

strategies to target both the ultimate consumer and reseller.

To reach the ultimate consumer we will promote using print

ads, out-of-home advertising, and public relations. Print

ads will be placed in magazines with both niche and more

general target audiences. Our out-of-home advertising will be

creatively and strategically placed at commuter, social, and

general high traffic touch-points to gain attention in cities and

neighborhoods. Public relations will acquire positive publicity

that reaches targeted audiences with a more trusted third party

voice that our other promotion efforts. Lastly, appropriate

steps will be taken to appeal to the reseller market in order to

increase U S Rags’ level of distribution, such as targeted public

relations and buyer discounts.

KEY STRATEGIC

DECISIONS

2.

An example of a spread in our 34-page marketing plan which was designed in a magazine format

Cinespace IdentityThe objective for this project was to create a new identity system for

Cinespace to replace their current dated designs. The criteria is that it

embodies the trendy atmosphere of the venue while also communicating

that the mark is for a film related company. Defined objectives:

• create an abstracted mark that alludes to the idea of space

• communicate through the logo that the brand is film‑related

Initially I created a series of sketches but ultimately decided to experiment with

creating letterforms out of film and photographing the results on a lightbox.


Venus Infers CD SleeveThis was a freelance project for a local indie band with female

vocal melodies that are dark, melancholic yet sweet, and eerie.

Indie rock bands seldom have female lead vocalists, so this

was one of the qualities that differentiate the band from similar

groups. For this reason, my primary objective was to allude

to the femininity of the band in a subtle way. Ultimately the

warm, muted color palette was selected for its sweetness, and

the use of curves was to give the design a feminine touch.


Broken Social Scene Album For this redesign of the packaging for “Feel Good Lost,”

the objective was to capture the lush soundscape and

give the perception of added value through the packaging.

Broken Social Scene is a band with a moody, dark, organic,

full sound. I listened to the album on repeat from the start

until the finish of this project to ensure that the feeling of

the music would guide the visual direction of the design.

Their self-titled post-rock debut album prior to this release

was completely instrumental. With the “Feel Good

Lost” release, the band introduces vocals for the first

time into their music, so I chose to use typewriters as a

recurring visual element in the design. To be consistent

with the design of the booklet, the exterior of the CD

packaging was built out of canvas, hinges were built

into the spine, and the interior was lined with velvet-

paper to give the illusion that the exterior package was a

typewriter suitcase. For the booklet, textured watercolor-

paper was selected so that the colors would be vibrant

and also for the organic quality of the paper texture.

The different textures in the packaging and the color-story

of the booklet allow users to experience the music visually

and through touch to compliment their auditory experience.


Earth2Jane WebcommunityAs project manager, I developed an online community

for the tween girls life-style brand Earth2Jane which

included an online-zine and interactive games.

My duties included taking the project from concept

to implementation-- managing the team of artists and

programmers, creating the concept for the website,

Credits: G Studios LLC, Beth Heapy (illustrator), Linh Nguyen (illustrator), Kim Winderman (artist), Chris Newton (programmer)

storyboarding, designing the framework of the

website, designing the user interface of the web

games, and creating the content for the zine.

Additionally the „Jane‘s Design Diary“ includes

packaging for Earth2Jane which I designed.

Example of Earth2Jane Game Examples of Earth2Jane PackagingExample of Earth2Jane content


Thank you for your consideration.

portfolio of jaclyn le

Documents