HoMan Lee Portfolio 2011

contact info: 415.816-8732 • [email protected] lee

hello.


At home in the boardroom and design studio, HoMan is known for the ability to bridge the gap between business strategy and creative implementation. He served as the creative director of worldwide marketing at National

Semiconductor where he founded the in-house creative department. HoMan collaborated with teams worldwide to create unified branding, advertising, marketing and communications. Previously, HoMan was an award-winning senior art director at several San Francisco agencies, where he worked with clients such as Cisco, E*Trade, Fidelity Investments, Peet’s Coffee & Tea, Visa and Wells Fargo.

CLIENTS

Below is a list of current and past clients I have worked with independently or at previous engagements.

Agencies Brann WorldwideSteer MarketingTech ProseWong+Wong+Boyack

Health Genentech-Roche

Finance American Savings Bank Brightpath Capital PartnersE*Trade Fidelity InvestmentsVisaWells Fargo Bank

High Tech CiscoCypress SemiconductorIntersil CorporationNational Semiconductor

Food & Beverage

Leoa CellarsPeet’s Coffee & Tea

Entertainment DisneylandParamount Pictures

Telecom Pacific BellSouth Western Bell

Web-based Safeway.comSINA.comZoomerang

Nonprofit AIGA, the professional organization for designSan Francisco Film Society


Roche

We developed the strategic branding, visual identity, communications and collateral support for Roche’s worldwide Moving to One campaign. Following Roche’s acquisition of Genentech, this multi-year initiative will define the integration of the two companies into one global organization with one set of systems and processes.

Web SiteCampaign Logo

Brand GuidelinesIncludes description of the brand voice with guidelines and examples of usage.

Brand Style Guide

4

Logo Size GuidelinesLogo Clearance Space RequirementsThe Moving to One logo must maintain an appropriate amount of white space around it. This clear space around the logo as follows: A clear space of (x) is maintained around the logo, where x is the height of the “m” in the logo. Additional clear space around the logo is also acceptable. This amount of clear space is also required between the logo and the edge of the page, sign or label where it appears.

Size RequirementsThe minimum logo size to maintain legibility on print applications is no less than 0.65”/1.651cm in width by 0.3238”/0.822452cm high. Some exceptions may apply if imprinting on small promotional items, such as pens.

minimum logo size standard letter sheet logo size

1x

0.65”/16.51mm

1.5”/38.1mm

0.3238”/8.23cm 0.7473”/19mm

1x

1x1x

x

1x1x

1x1x

Brand Style Guide

8

Color PaletteThe color palette for Moving to One has been selected to communicate simplicity and clarity surrounding the complex data that is at the core of this integration initiative. White SpaceWhenever creating materials for Moving to One, white space must be an integral part of the design. The use of white space will allow each complex element of communication make the most impact, creating an atmosphere of of simple, clean, clear, messaging.

Neutral Palette The neutral color palette of the main and sec-ondary blues and greys communicates profes-sionalism and calmness. The blues were chosen to support both the Roche and Genetech brands as a family. The muted palette’s blues combined with the greys inspire confidence and give a sense of stability.

Accent ColorsThe Moving to One accent colors provide impactful hits of color that should be applied minimally. The range of muted to bright choices should be utilized to aid in navigation, highlight an important piece of communication, or draw the eye to specific area of communication.

Downloadable color swatches can be found at: www.????.com/??? These MTO color swatches can be found the MTO PowerPoint Template:file “?”

Swatch library to use with Adobe Photoshop, Illustrator, and InDesign: file “mto_cmyk_palette.ase” file “mto_RGB_palette.ase”

Pantone 7503CC36 M39 Y66 K6R162 G141 B101#A28E66

Pantone 7506CC9 M10 Y30 K0R233 G221 B184#E9DDB8

Pantone 715CC0 M48 Y88 K0R255 G153 B51#F89838

Pantone 123CC0 M23 Y97 K0R255 G197 B26#FFC51A

Pantone 371C43 M0 Y100 K56R79 G111 B29#4F6F1D

Pantone 383C20 M0 Y100 K19R178 G187 B33#B2BB21

accent colors

main colors

Pantone 300CC100 M52 Y0 K0R0 G102 B204#0066CC

WhiteC0 M0 Y0 K0R255 G255 B255#FFFFFF

Process BlackC0 M0 Y0 K100R31 G29 B33#000000

secondary colors

Pantone 534CC100 M87 Y33 K23R0 G51 B102#1C3664

Pantone Black 7CC69 M63 Y62 K58R51 G51 B51#333333

Pantone 297CC53 M5 Y1 K0R105 G195 B235#69C3EB

Pantone Cool Gray 7CC43 M35 Y35 K1R153 G153 B153#999999

Pantone 544CC26 M7 Y1 K0R182 G214 B239#B7D6EF

Pantone Cool Gray 3C C19 M15 Y16 K0R204 G204 B204#CCCCCC

Brand Style Guide

9

TypographyIn maintaining consistency with the brand standards of current company typography style, Moving to One texts are set in Imago. The corporate typefaces are installed on the PCs of Roche staff members. Professional users can download all font suitcases in the download area.”1

In digital media, Image and Minion can be substituted with Arial.

Our typefaces are subject to copyright provisions; therefore, downloaded font suitcases may be used exclusively for Roche and Genentech applications. Imago and Minion should now be up-loaded and easily available on all Genentech and Roche computers.

Imago is the preferred font for PowerPoint presentations. If not available on your computer, please use Arial as a substitute.

1 from: http://brand.roche.com/basic-elements/typography.htm

Brand Style Guide

10

Month 00, Year Recipient Name Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country Dear Recipient: This message communicated in a letter consists of three elements: the word content, design of the letterhead and a clean, consistent typing format. All elements contribute to the overall impact of the letter. This letter demonstrates the recommended typing format for all correspondence using the Genentech letterhead template. All typed information is set as 10 point Times New Roman with 14 point leading, flush left, ragged right. the text width should not exceed 6.5". The left margin aligns with the left edge of the “G” in “Genentech”, 1" from the left edge of the page. The date begins the letter, followed by a single line space. The recipient name and address come next, falling 2.5" from the top of the paper. Leave two line spaces between the date and salutation. One line space separates the salutation from the body of the letter. There are no paragraph indentations. Leave an additional line space between paragraphs. A single line space separates the body of the letter from the complimentary close, with three additional spaces to the signature block. Sincerely, Sender Name and Professional Designation Sender Title Business Unit/Group Name Legal Entity Name SI/ti Enclosures (2) cc: Additional Recipient

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit

Date: 10/22/2009

To: Firstname Surname

From: Firstname Surname, Department Name, Phone: 000.000.0000, Fax: 000-000-000, Department Name

Re: Subject

Business FormsAll Moving to One business communications should match the following template with the logo and address blocks in a standard location as shown. Similarly, internal and external communica-tions should also display the logo in proportions consistent with the guidelines on this page.

letterhead memo

Brand Style Guide

11

Meeting Communications

posters

Brand Style Guide

6

Logo UseDo Not Use examplesMore examples to come

Always re-size the logo proportionally, maintaining the aspect ratio. Never stretch the logo to make it fit into a space that is not

Whenever possible, use the logo on a white background.Never place the logo on a brightly colored background.

Brand Style Guide

7

Moving to One and the Roche and Genetech Brand InterplayLogo Colors & BackgroundsAt the core of the Moving to One initiative is the interplay of the Genentech and Roche organizations. For this initiative, we will be following the established brand guidelines used for the Roche Family of companies. “In these cases, we ask that employees refrain from using the Genentech and Roche logos together, as this incorrectly refers to our relationship as a co-brand rather than a single unified company.

Global-focused activityThe Roche logo should be the lead brand for Global-focused activities unless Genentech has a significant presence in a particular activity.To download the Roche logo, visit http://brand.roche.com/downloads/logos.htm

US-focused activityThe Genentech logo with “A Member of the Roche Group” tag should be the lead corporate brand for US-focused activities unless Roche has a significant presence in a particular activity.To download the Genetech logo, visit http://www.gene.com/gene/brand/downloads/index.jsp

Drug Development Business Systems Integration

Brand Style Guide


Marketing CollateralPosters, Guidebook, Email Template, PowerPoint and Word Templates, Memo and Agenda Templates

What we’re getting:

• We developed the strategic branding, visual identity

• Communications and collateral support for Roche’s worldwide Moving to One campaign.

• Following Roche’s acquisition of Genentech, this multi-year initiative

• Define the integration of the two companies into one global organization

• One set of systems and processes.

Training:

• Communications and collateral support for Roche’s worldwide Moving to One campaign.

• Following Roche’s acquisition of Genentech, this multi-year initiative

Rave

Medidata Rave

TMS

CTMS

GLIDE

SHARP

Investigational Site Vendor Host

Roche-Genentech

Available October 25, 2010

Project AThe Global Standard for Electronic Data Capture

http://movingtoone.gene.com

Month 00, Year Recipient Name Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country Dear Recipient: This message communicated in a letter consists of three elements: the word content, design of the letterhead and a clean, consistent typing format. All elements contribute to the overall impact of the letter. This letter demonstrates the recommended typing format for all correspondence using the Moving to One letterhead template. All typed information is set as 10 point Times New Roman with 14 point leading, flush left, ragged right. the text width should not exceed 6.5". The left margin aligns with the left edge of the “m” in “Moving to One”, 1" from the left edge of the page. The date begins the letter, followed by a single line space. The recipient name and address come next, falling 2.5" from the top of the paper. Leave two line spaces between the date and salutation. One line space separates the salutation from the body of the letter. There are no paragraph indentations. Leave an additional line space between paragraphs. A single line space separates the body of the letter from the complimentary close, with three additional spaces to the signature block. Sincerely, Sender Name and Professional Designation Sender Title Business Unit/Group Name Legal Entity Name SI/ti Enclosures (2) cc: Additional Recipient

Sender Name , Company Name, Inc. 125 Street Address, Suite A City, State 00000 000 Country

memo

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan.

Date: 10/22/2009

To: Firstname Surname

From: Firstname Surname, Department Name, Phone: 000.000.0000, Fax: 000-000-000, Department Name

Re: Subject

agenda

Agenda Item Desired Outcome Decision to Be Made

Time Needed

Person Accountable

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Name of Team / Meeting:

Name of Team / Meeting

Date: July 23, 2010

Time: 1 pm (PST), other global times

Location:

Participants: Firstname Surname, Department Name, Phone: 000.000.0000

Purpose: Subject

PPT Presentation TemplatesDeveloped the PPT usage guide.

Custom Iconography


R100 G100 B100

X


R100 G100 B100

X


National Semiconductor

Timed with their 50th anniversary, National Semiconductor set a corporate goal to own the power-efficient semiconductor space. I was responsible for the strategic positioning and identity development for the PowerWise brand which was launched a global campaign that included an array of marketing collateral, print advertising and online promotion. It was a complete re-alignment of the company’s focus that was executed in less than 3 months.

Corporate Collateral

Analog ProductsSelection Guide www.national.com

2011 Vol. 1

Data Conversion AmplifiersAudio Temperature SensorsInterfacePower ManagementDesign Tools

2

Energy-Effi cient Analog Makes the Difference

National Quick Facts

Founded: 1959

Headquarters: Santa Clara, California

Chief Executive Offi cer: Brian L. Halla

Employees: 7,000

Stock Exchange, Listing Symbol New York Stock Exchange: NSM

Fiscal Year: June to May

FY 2008 Sales: $1.89 billion

Unexpired U.S. patents: 3,100

Number of products: 15,000+

Web site address: www.national.com

Analog Revenue Segmentation Fiscal Year 2008

Power Management47%

Amplifiers25%

Other10%

Interface8%

Data Conversion5%

Application Specific Analog5%

National Semiconductor creates analog-intensive solutions that diff erentiate customers’ products by providing greater energy effi ciency, precision,

portability, better audio and sharper images in electronic systems. Analog technologies, also known as linear technologies, are the essential link between the digital world of ones and zeroes and the real world of light, sound, temperature, speed, and pressure. National’s technologies address issues facing system designers in markets such as mobile handsets, communications and industrial applications.

Proven Analog Technology LeadershipNational’s analog portfolio features leading-edge operational amplifi ers, interface technologies, data converters, and power management solutions. Th ese devices provide solutions for high-effi ciency lighting, precision data acquisition, high-speed serial communication and power conversion. As a recognized world leader in power management, National continues to pioneer new energy-effi cient devices, sub-systems and architectures for next-generation system designs.

PowerWise® Products for Energy-Effi cient DesignsEnergy conservation is important all over the world, and National’s rich portfolio of energy-effi cient integrated circuits (ICs), reference

designs and design tools help designers create electronic systems that consume less power.

National’s PowerWise® portfolio designates the company’s most energy-effi cient products, featuring more than 300 devices with outstanding performance-to-power ratios. Metrics for PowerWise devices provide an energy-effi ciency rating, making it easy for system designers to identify the most energy-effi cient devices for their end products.

PowerWise Adaptive Voltage Scaling TechnologyNational’s PowerWise Adaptive Voltage Scaling (AVS) technology enables longer battery life, more features, and improved user experience by reducing the energy consumption in digital processors by up to 70%.

Time

100%

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Rela

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Dynamic Voltage Scaling

PowerWise Adaptive Voltage Scaling

Energy Savings with PowerWise Adaptive Voltage Scaling

3

Personal Mobile DevicesNational is focused on fully featured wireless handsets and personal mobile devices, products that enable people to search the Internet, send email, stream video, download music and take photos. National’s rich portfolio enables vibrant displays, clearer audio, better portability and longer battery life.

Industrial AutomationIncreased effi ciency and lower operating costs are the driving trends in industrial automation, leading to

increased modernization, as well as intelligent sensing and control. National continues to provide improved precision measurement and control, continuous-calibration capabilities, diagnostic capabilities with reduced downtime and power usage.

LED LightingNational’s constant-current light-emitting diode (LED) drivers enable greater energy effi ciency and fl exibility in lighting designs. Driving numerous LEDs in one string, they provide greater than 90 percent effi ciency and accurate current regulation with less power and heat dissipation. Demand is soaring as LEDs replace incandescent light bulbs in the home and HID lamps in street lights and projectors. With their energy-effi cient nature, LEDs are also fi nding increased adoption in automotive, exterior lighting and infotainment applications.

Communications InfrastructureAs more of the world’s population shares fi les, photos and video, networking and data centers are growing exponentially. Increasingly, new wireless technologies are driving higher data rates and requiring unprecedented power consumption. National’s energy-effi cient solutions enable routers, switches, wireless base stations, modems and DSL equipment to consume less power and generate less heat. PowerWise solutions address rising energy costs and customer demand for “greener” operations.

Alternative EnergyFor 50 years, National has been known for its reliable energy effi ciency and power management products. It now brings that knowledge, experience, and capacity to bear on making solar products for the real world. Small amounts of shade and debris aff ect the effi ciency of solar panels. National’s solar power management products increase solar effi ciency in real world conditions and restore that effi ciency. National’s SolarMagicTM technology improves solar power generation by recapturing up to 50 percent of lost energy in shaded conditions.

Award-Winning Design ToolsNational’s unique WEBENCH® online design environment provides system engineers a competitive advantage and faster time to market. National’s on-demand tools make it easy for system engineers to explore and learn, compare and select products, and then design and build their system online. National’s WEBENCH tools enable novice and experienced designers alike to easily “dial in” their size and effi ciency requirements using online controls.

User Preferred Freq (Hz)

No Output CapUser Preferred LED Ipp %

System Defined

348300 611111 ?

?

?

Optimization TuningFootprint

(excluding LEDs):

Decrease Footprint Increase Efficiency

Efficiency:97 %

Optimize Circuit Help

125.2 mm2

33

User PrefSyste

Increase Efficiency

Help

LED Drivers for High-Brightness LightingSelection Guide www.national.com

2011 Vol. 1

Technology Overview Product Highlights Application InformationDesign ExamplesArticles

national.com/industrial

High Accuracy. Low Power.Energy-Effi cient Motor Control SolutionsNational Semiconductor’s PowerWise® solutions maximize the power-to-performance ratio for industrial solutions improving electronics effi ciency and extending service life. Motors are critical for manufacturing, and control applications, but are also one of the largest energy consumers on the factory fl oor. National offers a portfolio of energy-effi cient PowerWise products which increase the accuracy of motor control and minimize energy consumption.

Shown: Variable Speed Motor Control

AC Motor ControlNational’s low-power precision op amps and simultaneous-sampling ADCs provide accurate current monitoring for high-power control.

Servo Motor Control National’s wide temperature range 12-to16-bit low-power ADCs provide accurate loop control for precision positioning.

Synchronous Motor Control National’s IEEE1588-compliant Ethernet solutions provide extreme timing accuracy for motors running at high throughput rates.

XFMRIEEE1588PHY

FPGA

MAC

Energy Management Unit

IGBTModule

HVDC Bus

DC / DCConverter

3.3V1.8V

3 PHASEINDUSTRIAL

MOTOR

CLOCK

ADC

Vref

Gate Drivers

TachometerFeedback

Amp

Amp

Amp

national.com/automotive

High Performance. Low Power.Energy-Effi cient Automotive SolutionsNational Semiconductor’s PowerWise® solutions maximize the power-to-performance ratio for automotive solutions improving electronics effi ciency and extending service life. National’s Q-grade product portfolio is compliant to the AEC-Q100 standard and supports the zero defect approach throughout the entire design, qualifi cation, manufacturing and supply chain.

Shown: GPS System

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Processor(s)&

GraphicsEngine

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HDD

DVD

MEMSAccelerometer

Audio

TempSensor

Isense

TempSensor

Whiteor RGB

LEDDriver

Displaay

GPS Rx

Amp

AmpADC

TempSensor

TempSensor

SpeedInput

Amp

Amp

TempInput LVDS LVDS

Infotainment SystemNational’s low-power, ultra-low EMI LVDS Serializer/Deserializer chipsets enhance signal integrity for better displays, robust sound and longer battery life in advanced multimedia and integrated navigation systems.

Lighting SystemNational addresses automotive lighting challenges by offering power efficient LED drivers with flexible design options, zero current shutdown capability, and protection features for stringent automotive voltage and temperature conditions.

Powertrain SystemNational offers a variety of high-performance products supporting high-operating temperatures, including highly reliable power management, thermal management and bare die products with up to 150ºC temperature range for state-of-the-art power steering, gearbox, injection or hybrid drive systems.

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National Semiconductor at a Glance


Years of INNoVaTIoN

POWER • AMPLIFIERSDATA CONVERSION • INTERFACE

BUILD ON OUR STRENGTHS

[ANALOg IS OuR FOuNDATION ]

Years of INNoVaTIoN

SHAPETHE FUTURE

[CONTROL OuR OWN DESTINY]

COMMuNICATE • COLLABORATE • INNOVATE ThINk AND ACT STRATEgICALLY

Years of INNoVaTIoN

ANTIcIPATE

THE FUTUREENERgY • LIghTINg • MEDICAL

SECuRITY • INFRASTRuCTuRE • MOBILE

[uNDERSTAND kEY MARkETS AND MEgATRENDS ]

Years of INNoVaTIoN

[BE ThE POWERWISE® COMPANY]

ENERgY CREATION • EFFICIENT CONSuMPTION INTELLIgENT ENERgY STORAgE

POWERTHE FUTURE

50th Anniversary Posters

Website and Online Advertising


E*Trade

During a period of rapid expansion, E*Trade acquired several of their competitors. To maximize customer retention, each Welcome Kit was customized for that customer base. We had close to 90% successful customer retention rate for these two acquisitions.

Tradescape acquisition

WebStreet acquisition


E*Trade

We designed a cost-effective 6-panel self-mailer to promote E*Trade’s Chinese Department. Chinese models were featured while all copy and screen shots of their software in were in both Chinese and English.

Flat trim size: 23 7/8” X 5 1/2”

Folded trim size: 8” X 5 1/2”

OFL Panel 2 OBC Panel 6 OFC Panel 1

IFC Panel 3 IBC Panel 4 IFL Panel 5


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OnlineRESEARCH PRODUCTS

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CaucasianAmericans

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ChineseAmericans

OnlineCOLLEGE GRADUATE

OR HIGHER

WE DELIVER CHINESE...online

THE WORLD’S BIGGEST CHINESE WEB SITEDELIVERS

SMARTERSHOPPERS.

They’re significantly better educated. They research onlinebefore they buy. And when they buy, they’re BIGGER SPENDERS.

Who are they? Chinese Americans. And where can you findthem? At SINA.com.

Your acumen for reaching this savvy new market can pay off.Brilliantly.

Make the smart move to talk to us today. Email us at [email protected] call toll-free 1.866.SINA.COM.

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THE WORLD’S MOST POPULAR CHINESE WEB SITEDELIVERS

SAVVIERCUSTOMERS.

They have the PCs and the connections.They research onlinemore.And when they’re ready to buy, they SPEND more.


Your instincts for reaching this affluent, highly educated newmarket can pay off. Smartly.

We offer many effective ways to attract them to your productsor services.To learn more, email us at [email protected] orcall toll-free 1.866.SINA.COM today.

Caucasian Americans

Chinese Americans

Caucasian Americans

Chinese Americans

HAVE PC AT HOME ONLINE PENETRATION

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They make more money. They’re online more. And whenonline, they SPEND more.


Your instincts for reaching this lucrative, new market can payoff. BIG-time.

Talking to us won’t cost a dime. Email us [email protected] or call toll-free 1.866.SINA.COM today.

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THE WORLD’S MOST VISITED CHINESE WEB SITEDELIVERS

BIGGERSPENDERS.

Caucasian Americans

Online

Chinese Americans

Online

Caucasian Americans

Online

Chinese Americans

Online

AVERAGE HOUSEHOLD INCOME % PURCHASE ONLINE

InsideWelcome to SINAScope ..........................2A Textbook Example of Effectively Reaching Chinese Americans Online..................................3Quick Bytes .........................3Meet SINA MAN! .................3Bolder Branding With NewOnline Advertising Tools .....4

continued on page 2

USA Today features a cover story on “the Asianization ofAmerica.” Sports Illustrated runs features on Asian majorleague ballplayers and on the first Chinese NBA player.

Hollywood awards four Oscars to a Chinese-language film, Crouching Tiger,Hidden Dragon. Now the latest Census 2000 figures prove that Asian Americais indeed blooming.

Growing at a meteoric 74% rate, Asian Americans even surpass the high58% growth rate for Hispanics. Since immigration restrictions were eased in1965, the U.S. Asian population has doubled every ten years. In 1970 theAsian population was just 1.5 million in the entire U.S.; today three majormetropolitan areas—Los Angeles, San Francisco, and New York—each have atleast 1.5 million Asians.1

This Golden Market Has Spread Out Well Beyondthe Golden Gate

When the first Chinese sojourners entered the U.S. through San Francisco during the California Gold Rush, they referred to their destina-tion as "Gold Mountain." First settling in the West, Asians moved on to majorurban enclaves, seeking golden opportunities throughout the country.

ScopeDelivering Ideas, Insights and Tips on the Online Global Chinese Market SPRING 2001

Premiere

Issue

Census 2000Discovers Mother Lode

of Growth in Asian American Market

A Gold Mine for Marketers

1970:1.5 million Asians in the entire U.S.

2000:3 U.S. metro areas have at least 1.5 million Asians

New York

Los AngelesSan Francisco

U.S.

SINA.com

To promote SINA.com among American corporate marketing departments, we created an attention-grabbing sales kit. Based on the most familiar Chinese metaphor — Chinese food, we developed the a tagline for SINA: “We deliver Chinese...online”. The package included a “menu” of services and the reply form resembled a take-out order form.

We combined direct mail campaigns, collateral, ads, industry-specific reports and newsletters to build awareness and establish SINA as the category pioneer and leader.

Trade Advertising Newsletter

Please make any necessary corrections above.

To enter sweepstakes, respond by November 10, 2000❑YES, I could devour information about howSINA.com can help satisfy the hunger of our clients fornew customers.Tell me how to reach the affluent, savvy,online market of North American Chinese—and enter mein the SINA.com “Deliver Me to Beijing” sweepstakes* soI can get a taste of China firsthand.Phone (______)________________, ext. __________________________Fax (______)__________________ email _________________________Please check all that apply:

❑ Contact me so I can receive my complimentary consultation-to-go.❑ In the meantime, send me the complete SINA.com Menu of Services.❑ In addition to the online Chinese throughout North America, I’m interested in learning more about reaching the Chinese population in:❑ Hong Kong

❑ Taiwan❑ China❑ Other _____________________❑ My clients’ industries include:❑ Automotive❑ Telecommunications❑ Business❑ Travel❑ Education❑ Women’s Fashion/Fitness-Health/

❑ ElectronicsLifestyle❑ Finance

❑ Other _____________________❑ Music & Entertainment

RESPOND ONLINE AT WWW.SINA.COM/SWEEPS,EMAIL TO [email protected],MAIL IN POST-PAID ENVELOPE PROVIDED,OR CALL TOLL-FREE 1.866.SINA.COM TODAY.

EXPRESS ORDER & ENTRY FORM

WE DELIVER CHINESE...online*See reverse for sweepstakes details.

THANK YOUWWMEDI

FOLD

FOLD

The SINA.comEXPRESS

MENU OF SERVICESAbout SINA.com

SINA.com is a leading Internet media and services

company for Chinese communities worldwide, offering

online news, entertainment, community and e-commerce.

A popular destination for the world’s largest population

group, SINA.com offers a Chinese-language network of

four localized Web sites that are produced and updated

daily by local teams in China, Hong Kong,Taiwan and

North America. As of June 2000, SINA.com had over 34

million daily pageviews and 7 million registered users.

To learn more about SINA.com, visit the company’s

corporate site at http://www.sina.com/corp/ or regional

sites at http://www.sina.com, http://www.sina.com.cn,

http://www.sina.com.hk, and http://www.sina.com.tw.


Our Daily Special:

Reaching North America’s most affluent,

educated and net-savvy audience

Two tasty offers inside!

© 2000 SINA

WWGEN1

Notes1. Lenora Chu.“A Coveted Market.” Asian Weekly. March 23, 2000.

2. Jane L. Levere.“Advertising.” The New York Times. July 13, 2000.

3. “Chinese Market Analysis.” World Journal. December 31, 1996.

4. “Projected Asian American Population.” U.S. Census Economic Forecast, 1997.

5. Nicholas Keung.“Immigrants Bring City Fortune of the Dragon.” Toronto Star. April 15, 2000.

6. Interviewing Service of America. August 1999.

7. Ibid.8. Ibid.9. Ibid.10. “Chinese Consumer Study.” ISA/KTSF. August 1999.

11. Chinese Canadian Advertising, Marketing & Media Association. March 2000.

12. “Chinese Consumer Study.” ISA/KTSF. August 1999.

13. Kang and Lee.“Asian American Market Demography.” 1998.

14. Ibid.

To enter the sweepstakes and to

request your FREE consultation-to-go:

Respond online at www.sina.com/sweepstakes today.

Or, mail the enclosed Express Order & Entry Form,

email [email protected],

or call toll-free 1.866.SINA.COM now.

New Customer Acquisition Kit


Cisco Systems

Cisco Systems is one of the leading technology company’s in the world. We designed a unique “dossier” to generate leads for their Enterprise Line of Business.

Product Launch Sales Kit


Corporate Event Invite

Cisco Systems

For over six years, we crafted award-winning event collateral for their prestigious annual CIO Summit. The design was based on the original Kennedy White House Dinner invitations.


Leoa Cellars

From naming through marketing strategy to visual design, we’re helping launch Leoa Cellars into the world of boutique wineries. We’ve developed a brand that reflects their artisanal products in a way that brings together their farming heritage with the owners’ modern sensibility.

Wine Labels

LEO ARIES

Zodiac Symbols Wine Stop Grapevine BudWine Stop Rough

Wine Stop Reversed Flower Pattern

Logo mark development

The name was inspired by their grandfather, Leo Augustine, who started the family farm and also by the combination of the partners astrological signs—Leo and Aries. We explored ways of combining the zodiac symbols that related to viticulture.


Web Site

THE CELLARS THE WINE SHOP NEWS GALLERY CONTACT

©2010 Leoa Cellars, Paso Robles, CA Our wines and our website are intended for adults of legal drinking age. By entering our site, you verify that you are of legal drinking age. Please enjoy our wines responsibly.

2 0 0 8s y r a h

PASO ROBLESdry creek vineyard

the wineIn collaboration with winemakers Jerry and

Marsha De Angelis, Leoa Cellars captures the

uniqueness of California’s Paso Robles wine

region–warm days and cool nights cultivate

distinct well-balanced wines.

notesSyrah is a Rhône varietal known for it’s black-

berry, currant fruit and smoky flavors which

pairs well with red meats, spicy pizza and

savory dishes.

Price $23 bottle / $220 case BUY NOW

2008 roussanne

2009 viognier

2008syrah

2009syrah

THE CELLARS THE WINE SHOP NEWS CONTACT

DRY CREEK VINEYARD, Paso Robles—home of our 2008 Syrah grapes

©2010 Leoa Cellars, Paso Robles, CA Our wines and our website are intended for adults of legal drinking age. By entering our site, you verify that you are of legal drinking age. Please enjoy our wines responsibly.

INTRODUCING LEOA CELLARS

Leoa Cellars of Paso Robles, California,

produces handcrafted wines steeped in

tradition for today’s modern wine en-

thusiast. Leoa Cellars of Paso Robles,

California, produces handcrafted wines

steeped in tradition for today’s modern

wine enthusiast.

In collaboration with winemakers Jerry

and Marsha De Angelis, Leoa Cellars

captures the uniqueness of California.

THE WINE

In collaboration with winemakers Jerry

and Marsha De Angelis, Leoa Cellars

captures the uniqueness of Califor-

nia’s Paso Robles wine region–warm

days and cool nights cultivate distinct

well-balanced wines.In collaboration

with winemakers Jerry and Marsha

De Angelis, Leoa Cellars captures the

uniqueness of California’.

WHAT’S NEWS

Our 2009 Viognier is maturing in its’

Hungarian Oak barrels, getting ready

to be bottled this Spring.

Paso Robles’ unique climate has

produced Viognier’s grapes full of

grape flavors. Our 2009 Viognier is

maturing in its’ Hungarian Oak barrels,

getting ready to be bottled this Spring.

Read more...


5.12.0880

The Chinese spirit, like bamboo, bends in adversity but does not break.

SICHUAN, CHINA

©2008 HoMan Lee . HMAN Design . San Francisco, California USA

Uni ed Determination Mitigating Quake Disaster

China Earthquake Relief Poster

May 12, 2008, a devastating 8.0 quake struck Sichuan, China. I was traveling in China at the time as part of the AIGA XCD Design Expedition. To help mobilize resources and engage the creative community, a benefit poster exhibition was organized by the Sichuan Designers Association. I was honored to be invited to participate. My entry depicts a stylized map of China superimposed on a cracked wall, which was taken in a Shanghai park just days before the quake. The final posters comprised a traveling exhibit, and were also posted outdoors throughout com-munities effected by the disaster.

Featured in Package & Design Magazine (China)


Identity Development

Identity design poses a fascinating range of creative challenges. Below are some of the marks I’ve created to help clients define their brands. Each is the unique embodiment of a client’s philosophy and business model.