This document provides a summary of Julia Lee's thoughts and experiences while in a cocoon of personal development. It discusses how imaginal cells develop during metamorphosis and how the cocoon represents Julia's struggle for inner growth and evolution. The cocoon is also used as a metaphor for how people and ideas can come together to create something new, despite their unusual nature. The document expresses Julia's fascination with cocoons and imaginal cells, and how the cocoon symbolizes her commitment to continued personal growth and development.

1. by Julia Lee
While in the Cocoon
{stories+thoughts on Account Planning, Brands and Life

2. index
00
insight/ the cocoon 01
ben davis/ ben on the prowl 02
camper/ brand book 03
cartoon art museum/ creative brief 04
microsoft xbox/ the gaming tree 05
navitas goji berries/ creative brief 06
next/ contact 07

3. insight
My fascination with cocoons
01
has never been centered around
the moment of eclosion or the romantic Imaginal Cells, or Imaginal Discs are programmed into the DNA of some
notion of butterflies, but instead insects. They first appear out of thin air during pupal transformation, for
example when the caterpillar buries itself into a cocoon. These cells are
on the mysterious silky egg itself and
regarded as so different by the organism that they are fiercely attacked
on some things called “Imaginal Cells”.
as enemies by the immune system. However, almost miraculously they
continue to develop. It is their Evolutional Fate to become something
else. These cells continue to grow strong and come together as a
completely new organism, such as a butterfly.
For me personally, being in the cocoon represents my struggle for
inner development. It symbolizes my evolutional commitment towards
continued personal growth.
I also like to think of the cocoon in a bigger picture: the world, where
people and ideas, are like imaginal cells that despite their unusual nature
eventually come together as something new and beautiful.

4. ben davis
02
THE CHALLENGE
Ben Davis is experiencing a shrinkage of their current blue collar market. With strong
competitors such as Dickies and Carhartt, who have top of mind, the brand needs
to appeal to a new fresher target.
PROPOSITION
Lever strong existing assets—quality clothing, strong logo recall and existing
associations with the hip hop culture—to reach a new target demographic and
rebrand to achieve modern relevance.
METHODOLOGY
Online questionnaire, street interviews and fashion and retail scan.
CORE
A BADASS GORILLA

5. ben davis creative brief
Why does our client need to advertise?
Ben Davis clothing, founded in 1935, started out making utilitarian items (such as tents and horse blankets) and sturdy work pants
with copper rivets for added strength. The objective is to reposition Ben Davis from “work wear” into “urban/fashion wear”
What is the advertising going to accomplish?
Increase awareness around the brand and the new brand identity in order to increase sales.
Who are we going to connect with?
Hip, underground city guys, 19-34, for whom fashion is not (and shouldn’t be) a priority.
What are the most insightful things we know about them?
They have a creative mind and want to be unique, so they avoid the mainstream. In spite of this they still value “looks” and want to
be regarded as “stylish”. The key for this is to look good “without trying” too much. Always on the go, they demand clothes that are
FUNCTIONAL and multitask, worn in a variety of different scenarios, day and night, and most importantly, comfortable.
“Style is very personal, like DNA… My style is relaxed, VERY relaxed.”
*SUB-TARGETS: Hip Hoppers, Skaters, Bikers.
What is the single most effective message we can tell them?
Comfort, unleashed
What else is there to know that supports this message?
- Comfortable, functional, rugged clothing
- Small brand with an underground feel, that fits in their lifestyle (and budget)
- The bad ass monkey in the logo
What Is The Tone Of The Communication?
Street. Creative. Hip. Edgy. Tough. Experienced. Smart. Underground.
Deliverables
Re-design of brand elements and use of a teaser integrated guerrilla campaign to introduce the changes.

6. 1
ben on the prowl
Ben, the gorilla, is tired of living in the old logo. He feels like he is missing out and
wants to go have some fun.
The campaign begins with a billboard in the center of the city with a Ben Davis logo.
After a few weeks Ben will disappear from the logo: on the side a massive rope
made of tied bed sheets will hint at his outrageous escape. The empty logo will
remain on the billboard throughout the entire campaign and together with other non-
sightinings will continue to create interest.
Ben’s journey will take him through different San Francisco neighborhoods: the
Mission, the Haight Ashbury, the Folsom, etc. areas were our target is heavily
2 3 present.
After touring these neighborhoods Ben will return to the Billboard accompanied with
a rejuvenated logo and a new tagline: “SAY MY NAME”.
4 5
1. Tied bed sheets hint on Ben’s escape
2. Gorilla prints graffiti stencils
3 Missing posters throughout the city
4. on the prowl twitter feed with updates on Ben’s adventures
5. Limited Edition items available on the new E-store
6. New retail locations
6 7 7. Ben is back

7. camper
03
THE CHALLENGE
As global practices become widespread in
the business world it also becomes harder for
companies to maintain a single core brand message
across countries, cultures and a variety of media.
PROPOSITION
This internal document aims to help employees
maintain the consistency and integrity of the brand
image worldwide.
METHODOLOGY
Brand and brand communication analysis and
fashion trend analysis.
CORE
BEYOND FASHION
camper brand book

8. In 1877, Antonio Fluxa, a craftsman
shoemaker, set sail for England to find
out about the new methods of industrial
manufacturing.
Upon his return to Spain he gathered a group
of craftsman and introduced the first machine
for shoe manufacturing.
Camper became a symbol of modernity. Their
innovative spirit was transmitted
to future generations, through pioneering,
love for the profession, quality products,
honor, austerity and function.
Camper integrates aesthetics and
functionality into its products designs.
Imagining better solutions, incorporating new
technology, Camper products are more useful
and responsible, improving people’s health
and quality of life.
Camper shoes are distinguished by their
comfort, their technology, their respect for
tradition... and at the same time
their imagination.
Page 1

9. Page 2 Page 3

10. Page 4 Page 5

11. it would be
a Gaudi
Page 6 Page 7

12. Page 8 Page 9

13. Page 10 Page 11

14. Page 12 Page 13

15. Page 14 Page 15

16. Page 16 Page 17

17. camper brand book
back cover

18. cartoon art
museum
04
THE CHALLENGE
Inherit connotations of the word “Museum” conflict with our idea of cartoons. In an
era of endless entertainment opportunities, How do we get people excited about the
idea of a museum?
PROPOSITION
A positioning statement that 1) differentiates this museum from all others and
2) extends an invitation to its target audience.
METHODOLOGY
Stream of consciousness analysis, online questionnaire, observation.
CORE
FUN!

20. xbox
05
THE CHALLENGE
Is easy for business, to adopt a tunnel vision, and get caught up in the same old
business dynamics. The challenge for big brands like this is to constantly innovate.
PROPOSITION
A market and cultural study that demonstrates business opportunities for Microsoft
Xbox.
METHODOLOGY
Analysis of Gaming Journals, trend observation and study of industry articles and
publications.
CORE
GAMING IS NOT FOR GAMERS

21. gaming is not for gamers
Video games are no longer the geeky stepchild of popular entertainment. In 2007,
US sales of what is now called “interactive entertainment” topped $9.5 billion,
closing in on the $9.6 billion film industry. Those who study popular media say
that what used to be the noisy baby in the backseat is now helping steer the entire
xbox culture, technologically and creatively.
Nearly half of all US homes own one game-playing machine, and 23 percent own
more than three, according to Nielsen Entertainment. The technical requirements
for video games are pushing the most popular technologies - including cell phones,
Palm Pilots, computers, and TV—to become more versatile and powerful. College
graduates are now more likely to head into interactive software than movie making,
and most big films such as “Spider-Man” and “Star Wars” are created simultaneously
with interactive games that are released at the same time.
Video games have become embedded in the fabric of our culture, and are a determining
engine of our economy and society. But, how is this imprinting in our culture?
What possibilities do they bring into our lives? Do these surpass the entertainment
arena and how far do they, can they stretch?
THE FOLLOWING IS A SEMI-ANNUAL STUDY THAT THROUGH A SERIES OF CASE
STUDIES AND A VISUAL REPRESENTATION EXPLORES OPPORTUNITIES FOR
GAMING OUTSIDE OF GAMING.

22. 1. Emotional Benefits case studies
of gaming
Story 2.0: Storytelling
Video games have evolved past passive consumption to the active construction of an experi-
ence. As users demand participation a technological conflict arises. Case study: Machinima
8th Art: Creation/Creativity
Many have defended the artistic nature of the medium itself, where digital design and other
components have come together as a new kind of art. Case study: Video Game Music
Better than the real thing: Escapism
Immersion in the virtual world allows us to escape reality and fight boredom, and
technological devices are now bringing this to the extreme, allowing constant uninterrupted
escapism. Case study: Commute and Indie Games
The new game: Socialization
Technology has the ability to extend our social network possibilities beyond physical and
cultural barriers and new technologies are facilitating new forms of self expression and
interaction. Case study: gaming and social networks
Just a game...?: Competition
Being an inherit part of human nature competition manifests itself in video games, adopting
both new and traditional forms. Case study: Professional Gaming League
As ______ as you want to be: Simulation
Video games have the ability to recreate experiences that we might not be able to live
otherwise in our real lives. Aggression, crime, violence and sex all come without shame or
punishment in this world. Case study: Sporn and Sex in the Virtual City
LIFE2: Life enhanced
Video games are no longer limited to platform and shooting games, but are enriching every
field of our daily lives: food, fashion, TV, travel, literature... Case study: Video Game Couture
Easier to swallow: Educational Tool
Video games are often used as educational tools, they are fun, and a much better way to
engage younger generations. Case study: Employee Training

23. 2. The Gaming Tree
Porsche video game
with leather steer-
ing wheel simulates
legend
storytelling
creation
escapism
socializing
competition
simulation
life enhanced
educational tool

24. 06 navitas goji berries creative brief
Why does our client need to advertise?
navitas Goji berries, aka Wolfberries, have been renowned in Asia as a highly nutritious food for thousands of years. During
the past years there has been a growing recognition of Wolfberries in the Western world leading to a commercial
development expected to be part of a billion dollar market by 2011. We need to increase awareness within the
general public around this “superfruit” and educate people about its properties.
What is the advertising going to accomplish?
A 10-15% sales increase within the year.
Who are we going to connect with?
Students and young professionals (primarily women but not exclusively) ages 24-39.
What are the most insightful things we know about them?
These new era hippies are devoted to living a healthy lifestyle through diet and exercise. They follow a strict diet,
eating organic, going vegetarian and have gone crazy over soy. Their activities include yoga, running, hiking and
biking. They seek not only physical health but spiritual health as well, and are highly influenced by Asian concepts
such as Zen.
They are, however, still “human” and like to munch once in a while. When they do snack they stay committed to
their lifestyle and make healthy choices.
What is the single most effective message we can tell them?
Take in some Spiritual Candy
METHODOLOGY:
What else is there to know that supports this message?
Trend spotting
- Health benefits (antioxidants, vitamins, proteins, etc) that nourish both body and mind Brain storming
- These berries are extremely versatile, and have many cooking uses
- A variety of different kinds of munch: organic berries, chocolate covered and beverages
- Grown in China and imported to the US. This fact, together with its quality, gives it an exclusive feel

25. next
07
Thank you/ Gracias/ for taking the time to learn about me
FOR COMPLETE CASE STUDIES AND MOST RECENT WORK VISIT:
www.julialeeportfolio.com
I CAN BE REACHED AT:
hellojulialee@gmail.com
+1.415.676.7962