Brand identity creation and packaging design for a unique skincare line called Farmacy. The brand pillars of farm and science are represented throughout the design elements with typography rooted in a grid system and hand-drawn illustrations.
Inspired by the folding poster concept, the product boxes are designed in a unique format to open flat and serves as a storytelling device.
* GDUSA 2016 American Package Design Awards Winner
Mercedes Concours d'Elegance
art direction and graphic design for the Mercedes-Benz tent at Concours d'Elegance at Pebble Beach. focusing on the two brand pillars of luxury and performance, the theme of the tent was the SPARK—a symbol of the ignition of the engine, the inception of a concept for a new mode of transportation—Mercedes as the spark in automotive history as one of the industry leaders in brilliant engineering and design.
Photo Art Direction
Photo art direction for Joe Fresh 2014 print and digital campaigns.
Graphic design/editorial layout for VMAN 19 front of book pages.
Holiday Gift Giving
Still life concept and photo art direction, typography, and layout design of wide-format holiday gift giving guide for Joe Fresh.
Photo art direction for Joe Fresh Beauty.
The Little Book of Skincare Launch Event
I was delighted when my friend Charlotte Cho asked for some art direction and design help for her book launch event. After a brainstorm with her and the Sokoglam! marketing team, we decided the main goals were to engage guests and highlight the products in a non-sales-y way. Some of the surprises at the event included gradient lip makeovers, a photobooth with custom hand-made props using illustrations from the book, an interactive wall where guests post their beauty secrets on multicolored raindrops (chok chok!) and enter in a contest to win top Sokoglam! selling products.
The "MINI SHOP" served as a product play section, featuring key Sokoglam! products mentioned in the book displayed on NYC skyline-inspired modular acrylic risers. Guests were encouraged to touch and feel the product, while subtly walking through the phases of the classic k-beauty regimen: cleanse, exfoliate, tone, treat, and play (color cosmetics).
Creative direction and graphic design of packaging system for JINsoon nail lacquer. Custom die cut allows customers to see the product while maintaining a clean consistent look on the shelf. Negative space around the logo allows for seamless display of collaborations and "toppings" titles.
Kids editorial campaigns for Joe Fresh 2011–2014. Responsibilities include typography design, photography art direction, and management of all post production for photography, and all seasonal campaign collateral.
Concept hand-bound art book featuring the work of Shiro Kuramata.
The cover design is inspired by Shiro Kuramata's Miss Blanche chair, constructed with lasercut acrylic and screenprinted roses. The layout of the book mimics the designer's process: sketches overlayed on top of the final product, unique typographic margins for each back matter page, inspired by the unique drawer shapes in many of his furniture designs.
Typography design, layout design, and photo post-production management of seasonal campaign lookbooks for Joe Fresh Fall/Winter 2011.
Creative direction: Jason Losser
Photography: Steven Sebring
Styling: Adrienne Shoom
Romeo & Juliet
A book cover redesign concept in which a modern-day editor makes notes on which love triangle to pursue as the main storyline. Character names on the front, synopses on the back.
This is a twist on the traditional two-dimensional poster design concept, inspired by Friedrich Nietzsche:
"Dreaming—either one does not dream at all, or one dreams in an interesting manner. One must learn to be awake in the same fashion—either not at all, or in an interesting manner."
In an experiment to combine the second and third dimensions, the poster is transformed and presented as a box.
The Bowler Hat
A hand-made book on the history of the bowler hat as an icon of democracy, a well-known motif in modern art and pop culture, and how it is still worn frequently today.
This book is a hand-bound hardcover edition of 3 with silkscreened endpapers and cover art printed on men's suiting fabric.
Minnie + Dan
Creative direction and graphic design of all wedding paper goods for Minnie and Dan, featuring illustrations from their favorite children's book, "The Gift of Nothing." All invitations were silkscreened by hand.