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Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
Ho Man Portfolio 2010
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Ho Man Portfolio 2010

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Creative Portfolio updated for 2010

Creative Portfolio updated for 2010

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  • 1. HOMAN LEE CREATIVE PORTFOLIO BRANDING WEB DESIGN DIRECT MARKETING ADVERTISING IDENTITY hman.design@gmail.com 415.816.8732
  • 2. PowerWise® Branding: Logo Client: National Semiconductor Objective: Create a brand identity for National’s new power-efficient corporate focus. Solution: Directed the development of the PowerWise® brand— from strategic positioning to identity—through marketing collateral along with print and web ad campaigns. As the Creative Director, HOMAN LEE I worked with the design firm, Gee & Chung on creating the logo. It was a complete re-alignment of the company’s focus that was executed in less than 3 months and delivered globally across the regions of Europe, Asia-Pacific, Japan and the Americas.
  • 3. National’s PowerWise Stlye Guide PowerWise® Logo: Introduction National’s Visual Identity System PowerWise Logo: Color ® PowerWise Logo ® 2010 PowerWise Logo The correct use of the PowerWise logo The Cycling Wafer symbol uses an The logotype uses “Power” in Futura Color Usage The color examples on this page come Different printing environments may expands our presence, adds value to our oval shape to suggest a silicon wafer. Medium and “Wise” in Futura Extra from the Pantone Matching System require compensation so that the final products and further distinguishes us Its overall form complements National Bold to represent the combination of (PMS). The correct Pantone numbers are result matches the specified PMS color. PowerWise Logo from our competition. Proper and correct Semiconductor logo. The upward arrow high performance and low power that shown with each color. The four-color usage of the logo is imperative. conveys high performance and down- PowerWise products deliver. process tint formulas given below each For interactive and Web graphics use Color Usage ward arrow symbolizes low power. color are used in page-layout files only; the RGB (red, green, blue) formula or a The PowerWise logo is the basic visual The logo evokes the company’s aspira- when offset printing these colors, please color percentage that closely matches Black and White identification device and it must be used tions of intelligent energy management specify the PMS number to match the the Pantone color. RGB color formulas consistently at all times. The horizontal and closed-loop system efficiency for four-color process. may vary between different computer Usage version of the PowerWise logo shown on the planet. platforms and graphic programs. this page is the only acceptable usage. Unacceptable Usage 2 PMS Colors Wafer and “Power”: Filename: PW-Logo-PMS.eps White Space It is vitally important to maintain white The red lines in the diagram below show When using the PowerWise logo over Preferred usage for color offset National Blue Pantone 2935 space around the logo. This maximizes the minimum amount of white space to a photo or other artwork, be sure that lithography printing. the visual impact of the logo and leave around the logo; which is at least area is free of distracting elements. You Arrows and “Wise”: assures consistent usage worldwide. 1/2 the height of the PowerWise logo. may darken, lighten or otherwise edit Pantone 368 Careful consideration must be used the image as necessary to achieve the when placing the logo close to graphic desired effect. The background must elements. Leave plenty of space around provide a strong contrast for the logo. the logo. 2 Toyo Colors Wafer and “Power”: Filename: PW-Logo-TOYO.eps Use when PMS colors are not available. Toyo (international) CF0432 Arrows and “Wise”: Toyo (international) CF0244 4-Color Process Wafer and “Power”: Filename: PW-Logo-CMYK.eps Use when PMS colors are not available. colors available. (Cyan, Magenta, Yellow, blacK) C: 100%, M: 47%, Y: 0% K: 0% 100% 47% 0%, Arrows and “Wise”: Color Palette The PowerWise logo should only appear materials, to interactive graphics assure consistent application of the C: 57%, M: 0%, Y: 100%, K: 0% in color as specified. The PowerWise immediately recognizable. PowerWise logo worldwide. It is the color palette has been developed to color you must use for all PowerWise National’s Visual Identity System create a cohesive identity for all the company’s communications. When The PowerWise colors are Pantone 2935 for National Blue and Pantone 368. The materials. It must be reproduced exactly and consistently every time it is used. National’s Visual Identity System used consistently, they make everything PowerWise colors help us unify the we create, from buildings to printed appearance of printed materials and PowerWise Logo: Color on Blue Background ® PowerWise Logo: Color on Dark or Green Background ® RGB (Web) Wafer and “Power”: Filename: PW-Logo-RGB.eps Use for Web, video or on-screen. (Red, Green, Blue (0-255)) R: 0, G: 110, B: 182 (Hex: 006eb6) Color Usage Blue backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page 1.3. When Color Usage Green or dark backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page applying the PowerWise logo on a background which is a similar color blue to the logo, the PowerWise logo may be reproduced as Arrows and “Wise”: 1.3. When applying the PowerWise logo on a background which is a similar color green to the logo, the PowerWise logo may be in the samples below to maintain strong contrast and legibility. R: 102, G: 188, B: 41 (Hex: 66bc29) reproduced as in the samples below to maintain strong contrast and legibility. Color Consistency: To specify color for offset printing and other suppliers, specify Pantone 2935 for National Blue and Pantone 368 Color Consistency: To specify color for offset printing and other suppliers, specify Pantone 2935 for National Blue and Pantone 368 Green. Use a current Pantone Color formula guide. International locations may use the Toyo matching system or four-color process screen Green. Use a current Pantone Color formula guide. International locations may use the Toyo matching system or four-color process screen using the percentages shown on page 1.3 of the Visual Identity System/PowerWise Logo. Pantone® is a registered trademark of Pantone, using the percentages shown on this page of the Visual Identity System/PowerWise Logo. Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout the Visual Identity System are not intended to match the Pantone Color Standards. Inc. The colors shown on this page and throughout the Visual Identity System are not intended to match the Pantone Color Standards. 1 2 2 national.com/powerwise 3 2 PMS Colors on Blue Background Wafer and “Power”: Filename: PW-Logo-PMS-B-bkg.eps 2 PMS Colors on Green Background Wafer and “Power”: Filename: PW-Logo-PMS-G-bkg.eps Use for color offset lithography printing. National Blue Pantone 2935 Use for color offset lithography printing. National Blue Pantone 2935 Arrows and “Wise”: Arrows and “Wise”: reverse to white reverse to white 2 Toyo Colors on Blue Background Wafer and “Power”: Filename: PW-Logo-TOYO-B-bkg.eps 2 Toyo Colors on Green Background Wafer and “Power”: Filename: PW-Logo-TOYO-G-bkg.eps Use when PMS colors are not available. Toyo (international) CF0432 Use when PMS colors are not available. Toyo (international) CF0432 Arrows and “Wise”: Arrows and “Wise”: reverse to white reverse to white 4-Color Process on Blue Background ackgr Use when PMS colors are not availa available. National’s Visual Identity System Wafer and “Power”: (Cyan, Magenta, Yellow, blacK) Filename: PW-Logo-CMYK-B-bkg.eps 4-Color Process on Green Background en Wafer and “Power”: (Cyan, Magenta, Yellow, blacK) Filename: PW-Logo-CMYK-G-bkg.eps National’s Visual Identity System C: 100%, M: 47%, Y: 0%, K: 0% Use when PMS colors are not available. available. C: 100%, M: 47%, Y: 0%, K: 0% PowerWise Logo: Black and White Arrows and “Wise”: ® Arrows and “Wise”: PowerWise Logo: Unacceptable Usages ® reverse to white reverse to white 1-Color Usage The PowerWise logo may be reproduced in black or reversed to white as in the samples below. When reversing the PowerWise Always use the electronic art files supplied when reproducing the PowerWise logo. The logo treatments shown on this page have been purposefully altered to illustrate logo to white out of a background, the background must be dark enough to provide a strong contrast and legibility. unauthorized usage. Other incorrect renditions include creating a drop shadow, condensing or stretching the logo. RGB (Web) on Blue Background round Wafer and “Power”: Filename: PW-Logo-RGB-B-bkg.eps RGB (Web) on Green Background ackgrounnd Wafer and “Power”: Filename: PW-Logo-RGB-G-bkg.eps Use for Web, video or on-screen. en. (Red, Green, Blue (0-255)) Use for Web, video or on-screen. screen. (Red, Green, Blue (0-255)) R: 0, G: 110, B: 182 (Hex: 006eb6) R: 0, G: 110, B: 182 (Hex: 006eb6) Arrows and “Wise”: Arrows and “Wise”: R: 255, G: 255, B: 255 (Hex: ffffff) R: 255, G: 255, B: 255 (Hex: ffffff) PowerWise® Branding: Logo Style Guide 1-Color Halftone Preferred 1-color usage. Wafer and “Power”: 100% black Filename: PW-Logo-Tone.eps Do not substitute any other color for the specified PowerWise blue or green. Do not substitute any other typeface for the logotype. Arrows and “Wise”: 35% black halftone screen 4 national.com/powerwise owerwise r 5 Client: National Semiconductor Objective: Develop a simple yet comprehensive logo Reversed to White Halftone Wafer and “Power”: reversed to white Filename: PW-Logo-ToneRev.eps Do not center the logo between the logotype. Do not use a two line version of the logotype. usage style guide for corporate brand compliance. Arrows and “Wise”: 35% black halftone screen Solution: Working with Gee & Chung, we created versions of the logo that would work with every 1-Color Solid Use only when there is 1-color and Wafer and “Power”: 100% black Filename: PW-Logo-Solid.eps Do not place the signature on any distracting pattern or image. Do not use a division name as a tagline. halftone is not feasible. background and in any situation. We provided Arrows and “Wise”: 100% black detailed examples on proper and improper usage. HOMAN LEE This document was instrumental in keeping brand Reversed to White Solid Wafer and “Power”: Filename: PW-Logo-SolidRev.eps Do not combine different colors within the signature. Do not alter the size relationship of the signature. Use only when there is 1-color and Reversed to white consistency among the many departments across halftone is not feasible. Arrows and “Wise”: Reversed to white the globe along with their outside agencies and vendors. 6 6 national.com/powerwise 77
  • 4. PowerWise® Branding: Corporate Collateral Client: National Semiconductor Objective: Promote excitement from customers, adoption from employees and confidence from shareholders on the PowerWise® brand. HOMAN LEE Solution: We used a dynamic mix of people and product photography along with information graphics interspersed with the text to create the sense of optimism for a bright future with PowerWise.
  • 5. Before PowerWise® Branding: Website Client: National Semiconductor Objective: To update National’s website to reflect the HOMAN LEE new PowerWise brand. Solution: Working with the Web team, we revamped the website with a new interface along with new web tools and capabilities for the engineering audience.
  • 6. Inside spread Before PowerWise® Branding: Solution Guides Client: National Semiconductor Objective: To update National’s technical product HOMAN LEE guides to reflect the new PowerWise brand. Solution: We emphasized the white space on all marketing materials to imply energy efficient, simple solutions.
  • 7. Print Ads Web Banner Ads PowerWise® Branding: Advertising Client: National Semiconductor Objective: To promote the new PowerWise products as HOMAN LEE the industry’s power-efficiency leader. Solution: Developed a series of print and online adver- tising campaigns consistent with the rest of the Power- Wise marketing
  • 8. PowerWise® Branding: Employee Communication Posters 24” x 36” Client: National Semiconductor Objective: To celebrate National’s 50 year anniversary and inspire the employees to build upon the past and look forward to an exciting future. Solution: By highlighting the theme “50 Years of Innovation” - the number 50 is the HOMAN LEE focus and used as a window or frame for the main image. We showcased how National is a leader in key market growth areas and reflected the pride of the National employ- ees who spend their lives creating solutions for a better world.
  • 9. Before PowerWise® Branding: Power Point Templates Client: National Semiconductor Objective: To update National’s Power Point presentation template to reflect the HOMAN LEE new PowerWise brand focus. Solution: We created two templates; a Dark version for top-level Corporate pre- sentations, and a Light template for the internal, sales and other everyday uses.
  • 10. ® Steer Marketing Branding: Logo Client: Steer Marketing Objective: Develop a brand identity for Steer Marketing, a full service agency helping clients build strong, memorable brands that inspire action and engender loyalty through the power of trust. Solution: Designed a mark using twisting forms that reflect the HOMAN LEE creative process and the reciprocal relationship between client and agency. The negative space form an implied “S” The resulting logo is clean and confident but with personality and an approachable character.
  • 11. MARKETING Round 1 “Brand” “Direction” “Compass” “Rudder” Round 2 “S Icon” Explorations original thinner S squeezed shape fuller circle fuller circle w/twist Final Round Interplay of shapes form an implied “S” HOMAN LEE Steer Marketing Branding: Logo Explorations
  • 12. Original Black Grayscale Reversed Dark Color Background HOMAN LEE Steer Marketing Branding: Final logo variations for usage
  • 13. Steer Marketing Branding: Stationary HOMAN LEE Objective: Develop identity stationary for Steer Marketing. Solution: Kept it simple and extended the clean and confident look to the identity components
  • 14. Steer Marketing Branding: Website Objective: Develop a unique website for Steer Marketing, a full service agency helping clients build strong, memorable brands that inspire action and engender loyalty through the power of trust. HOMAN LEE Solution: Designed a clean interface and added a fun personality with illustrations of people or as we called them “buddies” This helped Steer . Marketing stand out among the crowded marketing communications industry and was extremely well received among clients.
  • 15. Steer Marketing Branding: Power Point Template and Presentations HOMAN LEE Objective: To design a unique PPT template for Steer Marketing. Solution: Developed a clean look and leveraged the fun buddy illustrations from the website to extend the brand. We partnered with Steer Marketing on a Brand Audit for Zoomerang and worked together as a team on the project and presentations.
  • 16. SINA.com: Direct Mail Kit A Objective: Create an attention grabbing sales kit to promote SINA.com among Ad agencies targeting the relatively new but highly lucrative Chinese American market to American marketers. Solution: We honed in on the most familiar Chinese metaphor under- stood by the market—Chinese food and developed a new tagline for SINA: “We deliver Chinese...online.” The package to the agencies was enclosed in a bright yellow take-out carton. The brochure was based on a Chinese HOMAN LEE restaurant menu and the reply form resembled a take-out order form. To spur response, a “Deliver me to Beijing Sweepstakes,” was offered. Sent to 7,500 agency media executives, the package yielded a more than double the industry average response rate.
  • 17. SINA.com: Direct Mail Kit B Objective: Create an attention grabbing sales kit to promote SINA.com among American Corporate marketing departments. Solution: We developed a new tagline for SINA: “We deliver Chinese...online.”, based on the most familiar Chinese meta- phor understood by the market—Chinese food. The package HOMAN LEE included a brochure of services based on Chinese restaurant menus, a reply form resembling a take-out order form and a pair of branded chopsticks. To spur response, a “Deliver me to Beijing Sweepstakes,” was offered.
  • 18. SINA.com: Trade Advertising Objective: Create a print ad campaign to highlight the lucrative Chinese American market. Solution: Combined with direct mail campaigns, collateral, newsletters HOMAN LEE and industry reports, these ads built upon the SINA brand while selling to—and educating—prospective marketing clients to the highly affluent Chinese American market. This established SINA.com’s position as the category pioneer and leader.
  • 19. SINA.com: Newsletter Objective: To highlight the relatively new but highly lucrative Chinese American market and educate American marketers to this huge potential. Solution: Taking advantage of the steady stream of new data from the U.S. Census Bureau, we developed industry-specific research reports and a newsletter HOMAN LEE to build awareness of the potential market and to brand SINA as “owning” the category. SINA Scope was designed to be quickly scanned and easily digestible while packed with useful information.
  • 20. Aura iMedia: Logo Objective: Develop a brand identity for Aura iMedia Productions, an online, multi-media entertainment, gaming, music and social networking start-up. The principle was based on a “holistic”approach to web-content. Logo explorations: Solution: For the fonts we chose Trajan, a classic typeface and paired with Futura, a clean post-modern font. We added a swirling, radiating curve HOMAN LEE behind the name to allude to the interwoven, galaxy of properties and products in the Aura iMedia family. Crimson and gold were chosen based on Tibetan Buddhism colors.
  • 21. HOMAN LEE Aura iMedia: Identity
  • 22. DJ Photo AuraRadio.com Player Grab Gadget Icon Volume Bar Share Icon share this station among friends AuraRadio: Logo and Website Play/Pause Button when playing shows Pause Rate It Icon when stooped shows Play Client: Aura iMedia Productions Information Icon Color Spectrum Bar Help Icon Objective: Design the logo and website for AuraRadio.com. choose music by color mood Equalizer Icon Solution: We designed an online music site with channels or stations cre- click to minimize window without equalizer HOMAN LEE ated by users or “DJs” to create a social network around music. We created Music Mix Icon a “radio player” gadget that could be placed on any website or desktop, click to randomize songs from all stations shown spreading the web site’s audience base. Expand and Minimize Icon collapses window to only show currennt DJ Station Part of the Aura iMedia Productions family of properties. expand to show other favorite stations
  • 23. AuraRadio: Logo and Website Client: Aura iMedia Productions HOMAN LEE Objective: Design the logo and website for AuraVizion.com. Solution: We designed an online media site with original and user-generated content. Channels included; Entertainment, Love, Life, World, and Spirit. All production and programming was outsourced to India. Part of the Aura iMedia Productions family of properties.
  • 24. Logo mark development Leoa Cellars: Naming and Brand Identity Zodiac Symbols Wine Stop Wine Stop Rough Grapevine Bud Objective: Develop a brand identity for Leoa Cellars, a new winery based in Paso Robles, California LEO ARIES Solution: The name was inspired by Leo Augustine, their grandfather, who started the family farm and also by the combination of the two partners astrological signs—Leo and Aries. We explored combining the zodiac symbols in ways that Wine Stop Reversed Flower Pattern HOMAN LEE related to viniculture. Since the winery is new it was important to the partners that the logo reflect their farming heritage yet be hip and modern at the same time. We accomplished this by combining a rustic typeface with a clean modern font.
  • 25. Leoa Cellars: Wine Labels Objective: Design labels that would inspire consumers to purchase the wines. Solution: To appeal to the modern consumer, r, we kept the layout open and asymmetrical. We alternated the lines of text with all caps and all lowercase for a subtle youthful energy. In their first year, they produced two wines, a white, Roussanne and a red, Syrah. To stand HOMAN LEE out among the competition, we chose a bright ht white paper stock with strategic use of color metallic foil and raised black embossed ink on the logo for a tactile feel.
  • 26. Leoa Cellars: Website Objective: Develop a website that appeals to the modern wine consumer, drive sales and captures the clients personality. Solution: We kept a clean, open layout using white space to focus the attention on the products. The photography show- HOMAN LEE cases the unique Central Coast appellation and gives the viewer a sense of terroir, from vine to bottle. To drive traffic, we included a wine makers education blog and a section for exploring Paso Robles and beyond, promoting the region.
  • 27. Photos from the AIGA XCD Design Expedition to China, 2008 China Earthquake Relief: Poster (24” x 36”) May 12, 2008, a devastating 8.0 quake struck Sichuan, China. A poster exhibition was initiated to mobilize resources and engage designers. I was traveling in China at the time of the quake as part of the AIGA XCD Design Expedition. We were deeply affected and sympathetic to the plight of the people. HOMAN LEE This is my entry. The photo of the bamboo wall was taken in a park in Shanghai just days before the quake. A map of China was superimposed on a crack in the wall matching the moss. The Chinese and English text are similar in meaning.
  • 28. Safeway.com: Direct Mail-Young Family Objective: Safeway filled the online grocery delivery void left by Webvan with Safeway. com. They needed to promote the new service quickly and cost-effectively among web-savvy, busy grocery consumers. Solution: We developed a category segmented, targeted, direct mail campaign. Starting with a General Acquisition mailer to introduce the program and followed up with market specific mailers such as: New Neighbors and Young Family. Several formats were tested for maxi- mum effectiveness and cost per piece savings. The cost per piece on this was $0.61 (for a quantity of 150,000). The client also loved the HOMAN LEE emphasis on the customer benefits in these mailings and have adopted that direction for the rest of their general advertising. Safeway. com is now the leader in the online grocery delivery category.
  • 29. Safeway.com: Direct Mail-General Acquisition Objective: To promote Safeway’s new online grocery delivery service quickly and cost-effectively. Solution: Safeway.com’s previous creative emphasized the technology behind the HOMAN LEE service and response was lackluster. We took a different approach; through em- pathetic copy-writing and photography, we focused on what the customer cared about, for example, the ability to spend more time with family. This was the key to the success of the campaign. Safeway.com is now the dominant player in the field.
  • 30. Peet’s Coffee and Tea: Direct Mail Package Objective: To grow Peet’s Coffee and Tea from a San Francisco Bay Area institution into a national coffee powerhouse. Solution: Emphasizing the unique look and personality of Peet’s, we created original hand drawn illustrations and paired it with the coffee bag pattern for their first direct mailing. This was so successful that HOMAN LEE it is was the control package even after five years. Using direct mail, a variety of ads in newspapers, magazines, and online—along with store brochures and point-of-purchase displays, Peet’s has successfully become recognized for quality coffee across the country.
  • 31. Inside spread Outside spread San Francisco Film Society: Fund-raiser Brochure Objective: With a new Executive Director and a new season, The San Francisco Film Society needed a brochure with impact to raise much needed funds for the organization and awareness among the public. Solution: On the cover, we showcased the festivals biggest draw— Folded to fit into a #10 envelope Clint Eastwood. This brochure had to work in a variety of formats— HOMAN LEE folded into thirds to fit into a #10 envelope, displayed at festivals folded flat as a 8 1/2” X 11” sheet and fully opened into 20 3/4” X 11” as shown. The Festival attracted record numbers and received more donations than in previous years.
  • 32. Cisco: CIO Summit Invite Objective: Cisco’s annual CIO Summit, an invita- tion only, three day event, draws the elite Chief Information Officers from the leading companies across the world. Cisco required a design that set their event apart from the rest of the Information Systems/ Technology conferences held by their competitors. Solution: To accomplish this, we started with the invite materials. The design was based on the original Kennedy White House Dinner invitations. Prospective attendees received an A-10 envelope with a metallic foil stamped seal bearing John T. Chambers initials. Inside, a oversized, six-panel, folded invite housed a personalized letter, RSVP, and BRE. We used soft vignettes of the Summit locations, printed everything in a monotone color that matched the paper stock and foil stamped the Cisco CIO Summit logo. A follow-up mailer holding 3 to 4 CD’s of the Summit highlights were mailed several months after the event. This design was so successful, we only changed HOMAN LEE the paper stock, ink color and location art each year for six consecutive years. AWARDS WON: Northern California Gallery of Fine Printing–Gold
  • 33. Cisco: Sales Kit Objective: Create an attention grabbing sales kit for the Catalyst 6000 Family of High-Speed Switches product launch that would cut through the clutter of the hi-tech marketing arena to generate leads for the Enterprise Line of Business sales force. Solution: We designed a unique “dossier” containing; a 20 page booklet, audio tape, de-coder, identification photos and a summary “Passport”. Mixing elements of popular culture such as The X-Files and Mission Impossible, each Catalyst product was introduced as HOMAN LEE Special Agent “Cat” characters. Using the right combination of Cat products, the customer could be the “hero” that delivers the mission-critical applications and solutions to their company. Printed 100,000 units in Korea for $2.80 per unit.
  • 34. E*Trade: Welcome Kit Objective: To create a kit to welcome former WebStreet clients acquired by E*Trade. It needed to address the client’s concerns and reassure them that this was a positive change. Solution: For the creative, we chose friendly images that repre- HOMAN LEE sented the varied client base. It welcomed the WebStreet users to the E*Trade family in a soft yet powerful manner. The kit consisted of a 10” x 13” envelope, a 9” x 12” folder, a letter and other information sheets. We achieved over 86% retention of WebStreet users.
  • 35. E*Trade: Welcome Kit Objective: Retain former Tradescape clients acquired by E*Trade. These mostly young males clients considered themselves power traders and were a very profitable demographic that traded up to 500 times more per year than the average E*Trade user. Solution: We chose imagery that represented the target audience, added the streaming ticker tape to denote speed and printed the pieces in a metallic silver-blue duotone to elevate it from the standard E*Trade brand. The tone was straight-forward and deliberately lacking in the humorous attitude of E*Trade’s general HOMAN LEE advertising. We understood that these users had decided NOT to join E*Trade in the past and were all about speed and business. E*Trade was retained over 90% of the former Tradescape client base. Materials consisted of a 9” X 12” folder in a 10” x 13” OE.
  • 36. Fidelity Investments: Newspaper Ad Objective: Raise the awareness of Fidelity Investments offerings among the affluent Chinese American clients. Studies showed that Fidelity accounts owned by Chinese clients averaged more than twice the dollar amount of non-Chinese accounts. Solution: We designed a series of ads in both English and Chinese that ran in the most popular Chinese lan- guage newspapers in select West coast cities. The ads reflected the general national ads Fidelity Investments were running at the time but added flourishes that the Chinese community would identify with such as Chinese models and colors (bright yellow) that signified wealth. A distinctively Chinese pattern was used in all of the HOMAN LEE Chinese Fidelity advertising and marketing materials (direct mail, welcome kit, and a calendar) for this audi- ence. This distinguished the Fidelity Chinese campaign while reinforcing the overall Fidelity brand.
  • 37. BankOne: Newspaper Ad Objective: To promote the use of Bank One’s Visa card among new HOMAN LEE customers that traditionally do not use credit or debit cards. Solution: By striking a balance between straight-forward business and friendly, personable humor, this concept had the highest response rating among focus groups.
  • 38. guitartimeTV.com HOMAN LEE Identity: Logos
  • 39. HOMAN LEE CONTACT INFORMATION: EMAIL: hman.design@gmail.com TEL: 415.816.8732

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