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Parsons School of Design. Strategic Design and Management portfolio
Citation preview
MIND THE
GAP
JOY KIM
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
TAKE WHAT YOU NEED
PARSONS SCHOOL OF DESIGN
07
11
19
33
61
65
Introduction
DesignJovoto/GrowNYC
Advanced Brand StrategyAcery
Design DevelopmentSquare One
MTV NetworksGuys Choice Awards, Comedy Awards, TV Land Awards
MKGDelta Air Lines, Coca Cola, Moet Hennessey, Immaculate Infatuation, Food Network, Grammys 2013
JOY KIM // [email protected]
Introduction
Acceptance letter to Manhattan School of Music in Classical Piano Performance
PARSONS SCHOOL OF DESIGN
07
DISRUPTING ROUTINES. Creating extraordinary and unexpected experiences. Suddenly there was a canvas that could embody the years and years of devotion to musical performance and later to design
practices.
MIND THE GAP. This is the story of how a path can be crystal clear and even then, a life can change
direction to something you never thought possible.
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
Design
D E S I G N 4 I worked with GrowNYC and Jovoto to communicate the importance of reducing and/or eliminating plastic grocery bag usage at NYC green markets through information graphic story telling. By using large sets of comparative data, we revealed new insights about behavior, the environment and the local economy, along with potential
outcomes and solutions.
The final deliverable consisted of displaying complex information visually to help make the data come alive. The objective was to tell a story using a strong narrative as well as various visualization techniques. The presented
product was shown through infographics and videos.
PARSONS SCHOOL OF DESIGN
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Upper West Side
Chelsea
SoHo
Wall Street
Lower EastSide
UnionSquare
Gramercy Park
Upper East Side
N R
N R
N R
A
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C
C
C
E
E
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F M
BB
B D
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Q
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Resources: www.homes.2point.com. Data from 2007
www.mta.info
$45,000-$55,000
$55,000-$65,000
$65,000-$75,000
$75,000-$85,000
$85,000-$95,000
$95,000-$105,000
$105,000-$115,000
Upper West Side
Upper East Side
Chelsea
Gramercy
Union Square
Lower East Side
SoHo
Financial District
$79,000
$96,000
$76,000
$89,000
$70,000
$47,000
$72,000
$108,000
Median Income inManhattan NeighborhoodsThe data shown below represents the yearly (2007) median income level of people residing in different areas of Manhattan.
Means of Transportation in Manhattan
NeighborhoodsThe data shown on the left shows
the method of transportation available to people living in certain
Manhattan neighborhoods. The areas with a higher income have a
less variety of subway stations. Areas which have variety of
schools surrounding them (Upper West Side & Union Square) offfer a
higher variety in transportation.
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JOY KIM // [email protected]
Leave of absense letter for Fall 2010 from Parsons School of Design
PARSONS SCHOOL OF DESIGN
13
JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
BE NOT AFRAID OF GROWING SLOWLY; BE AFRAID ONLY OF STANDING STILL
CHINESE PROVERB
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
B R A N D S T R AT E G Y
Advanced Brand Strategy
Through hands on integration of concepts along with the knowledge of how to use design as a part of the branding process, each student developed a new and potentially global brand of choice evolving around products, services or endorsements that
identified a problem in contemporary life. The goal was to establish a brand that was appealing to a broad target audience, that stood out from its
competitive brandscape. Creation of the brand included a product overview, defining a target consumer, brandscape analysis, competitors, brand drivers, brand identity, logo and name creation, customer journey, marketing and
implementation.
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
PRODUCT OVERVIEW ACERY is an application that was created to provide health conscious consumers with the convenience
and ease to enjoy eating out at restaurants.
With the Acery application, users can view the food and drink menu, along with the nutirional value of each item and the ability to customize their meal according to their dietary preferences. They can also pay the bill, talk and share their experiences with previous diners as well as get the attention of the
server easily through the call buttons.
Advanced Brand Strategy
ACERY
PARSONS SCHOOL OF DESIGN
WATER REFILL ASSIST
FOOD DRINKS BILL TALK
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JOY KIM // [email protected]
TARGET CONSUMERThe target consumer for ACERY are 25-45 year old male and females with an interest in art, culture, fine dining, wine, travelling, reading and photography. They have a mid to high
income and expect quality in whatever they buy/eat.
Advanced Brand Strategy
PARSONS SCHOOL OF DESIGN
BRAND IDENTITY
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JOY KIM // [email protected]
COMPETITION
CHOP’T CREATIVE SALAD COMPANY
UNION SQUARE HOSPITALITY GROUP
Advanced Brand Strategy
PARSONS SCHOOL OF DESIGN
PRODUCT PLACEMENT
ACERYHave a convenient, easier, health conscious, and customizable restaurant experience with ACERY. This application provides you with knowledge of what you are putting in to your own body and gives you control of your entire restaurant experi-ence.
FEATURES:-View the menu, nutritional content, ingredients used, and customize your meal and drinks. -Seach bar availbable to easily search for an item. -Order and pay right from your tablet/phone. -Talk to other people who’ve dined and the restau-rant and read their reviews. -Use call buttons for e�ciency.
NOTE- Free for a limited time only.
$5.99 ACERY
buy and rate application
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JOY KIM // [email protected]
WIRE FRAMES
Water Re�ll Assist
Food Drinks
BillLanguage
Talk
ACERY
Home Search Favorites About
Water Re�ll Assist
Home Search Favorites About
Back
Brunch Menu
Lunch Menu
Dinner Menu
Water Re�ll Assist
Food Drinks
BillLanguage
Talk
ACERY
Home Search Favorites About
Water Re�ll Assist
Home Search Favorites About
Back
Brunch Menu
Lunch Menu
Dinner Menu
Water Re�ll Assist
Home Search Favorites About
Back
Lunch MenuSOUPSpinach and English Pea Soup 14
APPETIZERSFarmers Baby Lettuce and Spring herbs with Julienne Root Vegetable 14
Marinated Baby Artichokes with Wild Arugula and Cherry Tomatoes 15
Seared Duck Foie Gras and Thubarb Compote 34
Spicy Ahi Tuna Tartare 18
Dungeness Crab Cake with Preserved Lemon Sauce 16
“Mezze” Assorted Mediterranean Appetizers 18
ENTREESBlack Olive Tapenade Grilled Filet Mignon with Espagnole Sauce 42
Roasted Chicken Breast with Coarse Mustard and Sherry Wine Sauce 34 Grilled Marinated Loup de Mer with Preserved Lemon Sauce 34
Seared Day Boat Sea Scallops with a Sa�ron Dill Sauce 40
Seven Vegetable Couscous 28
Water Re�ll Assist
Home Search Favorites About
Back
Spicy Ahi Tuna Tartare Spicy Ahi Tuna Tartare served with Parmesean Shaved
Fennel Salad
Nutrition Information
Ingredients
Customize
Order Now
Dressings and Marinades
Water Re�ll Assist
Home Search Favorites About
Back
Lunch MenuSOUPSpinach and English Pea Soup 14
APPETIZERSFarmers Baby Lettuce and Spring herbs with Julienne Root Vegetable 14
Marinated Baby Artichokes with Wild Arugula and Cherry Tomatoes 15
Seared Duck Foie Gras and Thubarb Compote 34
Spicy Ahi Tuna Tartare 18
Dungeness Crab Cake with Preserved Lemon Sauce 16
“Mezze” Assorted Mediterranean Appetizers 18
ENTREESBlack Olive Tapenade Grilled Filet Mignon with Espagnole Sauce 42
Roasted Chicken Breast with Coarse Mustard and Sherry Wine Sauce 34 Grilled Marinated Loup de Mer with Preserved Lemon Sauce 34
Seared Day Boat Sea Scallops with a Sa�ron Dill Sauce 40
Seven Vegetable Couscous 28
Water Re�ll Assist
Home Search Favorites About
Back
Spicy Ahi Tuna Tartare Spicy Ahi Tuna Tartare served with Parmesean Shaved
Fennel Salad
Nutrition Information
Ingredients
Customize
Order Now
Dressings and Marinades
Advanced Brand Strategy
PARSONS SCHOOL OF DESIGN
Water Re�ll Assist
Home Search Favorites About
Back
Dressings and Marinades
Sake and Sesame MarinadeSesame oilChopped garlicChopped ShallotGingerSakeRice vinegarSoy sauceBrown sugarCornstarch slurry
Water Re�ll Assist
Home Search Favorites About
Back
CustomizationSpicy Ahi Tuna Tartare with Shaved Fennel Salad
FRESH PRODUCE Tomatoes
Fennel
Cilantro
Lettuce
Spinach
Avocado
MEAT AND POULTRY Tuna
Chicken
Steak
Water Re�ll Assist
Home Search Favorites About
Back
Dressings and Marinades
Sake and Sesame MarinadeSesame oilChopped garlicChopped ShallotGingerSakeRice vinegarSoy sauceBrown sugarCornstarch slurry
Water Re�ll Assist
Home Search Favorites About
Back
CustomizationSpicy Ahi Tuna Tartare with Shaved Fennel Salad
FRESH PRODUCE Tomatoes
Fennel
Cilantro
Lettuce
Spinach
Avocado
MEAT AND POULTRY Tuna
Chicken
Steak
Water Re�ll Assist
Home Search Favorites About
Back
Nutrition Information
Serving Size: 1 serving
Amount Per ServingCalories 419 Calories from Fat 103
Total Fat 11.39g 18%Saturated Fat 2.994gPolyunsaturated Fat 1.223gMonounsaturated Fat 6.014gCholesterol 60mg 20%Sodium 902mg 38%Potassium 1596mgTotal Carbohydrate 23.07g 8%Dietary Fiber 9.2gSugars 0.49gProtein 34.09g
Vitamin A 9% Vitamin C 64%Calcium 27% Iron 28%
Water Re�ll Assist
Home Search Favorites About
Back
Ingredients
Spicy Ahi Tuna TartareSashimi grade Ahi tunaSake and sesame marinadeSesame seedsAvocadoPineapple
Fennel Salad1 fennel bulb, shaved paper thin2 TBSP extra virgin olive oil1 TBSP fresh lemon juice1/8 TSP chopped �at-leafed parsley2TBSP shaved Parmesan cheese
Water Re�ll Assist
Home Search Favorites About
Back
Nutrition Information
Serving Size: 1 serving
Amount Per ServingCalories 419 Calories from Fat 103
Total Fat 11.39g 18%Saturated Fat 2.994gPolyunsaturated Fat 1.223gMonounsaturated Fat 6.014gCholesterol 60mg 20%Sodium 902mg 38%Potassium 1596mgTotal Carbohydrate 23.07g 8%Dietary Fiber 9.2gSugars 0.49gProtein 34.09g
Vitamin A 9% Vitamin C 64%Calcium 27% Iron 28%
Water Re�ll Assist
Home Search Favorites About
Back
Ingredients
Spicy Ahi Tuna TartareSashimi grade Ahi tunaSake and sesame marinadeSesame seedsAvocadoPineapple
Fennel Salad1 fennel bulb, shaved paper thin2 TBSP extra virgin olive oil1 TBSP fresh lemon juice1/8 TSP chopped �at-leafed parsley2TBSP shaved Parmesan cheese
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JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
CHANGE AND GROWTH TAKE PLACE WHEN A PERSON HAS RISKED HIMSELF AND DARES TO BECOME INVOLVED WITH EXPERIMENTING WITH HIS OWN LIFE
HERBERT OTTO
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
DESIGN DEVELOPMENT
With team members Melanie Yu, Ray Chen and Jaeyun Kim, we identified a problem that affected social good, social media and social impact and used deeply researched analysis to create a solution.The final deliverable consisted of creating a design agency with a campagin that addressed the issue of
animal rights in the food industry.
Design Development
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
DESIGN PROCESSIn order to successfully discover and resolve our problem, we came up with a design process that
would guide us through the project.
Design Development
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
i d e n t i f yIdentify a problem that affects social good, social impact and social media.
In order to understand the various problems surrounding social media, social impact and social good, it was crucial to comprehend the problems that played an impact on society and culture. Through individual and group research and sketches, we focused on social and political issues in current society, such as technology, gender roles and animal rights and ethics. Consistent research showed a great need of finding a solution for creating awareness on animal rights and ethics, which was our final topic.
JOY KIM // [email protected]
Design Development
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.
After choosing animal rights and ethics as our final topic, we felt it was necessary to have an understanding on factory farming, animal rights and ethics as a whole, as well as how different cultures view the issue. We focused on religion, laws and norms within the industry of the Chinese, Indian, Jewish and American communities.
i n v e s t i g a t e
PARSONS SCHOOL OF DESIGN
Factory farming is an attitude that disregards the treatment of animals and instead views them
as commodities exploited for profits, leading to institutionalized animal
cruelty, environmental and resource depletion and
human and animal health risks.
“
”
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JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
i d e a t eIdeating is the process for generating new product and service concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services.
JOY KIM // [email protected]
SQUARE ONE was created in 2012 by Imprint Consulting Group to inform the public on issues involving animal ethics and cruelty. Initially starting as a campagin, Square One has grown into a resource destination, frequently teaming up with lifestyle and fashion companies to create awareness. Through multiple touch points, Square One is constantly searching for
innovative and beneficial ways to reach out to the public.
Design Development
SQUARE ONEMISSION STATEMENT
PARSONS SCHOOL OF DESIGN
What drives New Yorkers ? How do we get them to listen?
How does culture affect eating habits?
What has and has not worked in the past and why?
What incentives will our solution have for our customer?
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JOY KIM // [email protected]
When creating a solution for animal ethics and rights, we wanted to create a community for our audience that encouraged conversations between people of varying religions, lifestyles and preferences, In order to do so, it was essential to offer a place where an opportunity for
constant dialogue was able to take place.
Our target consumers are 20-35 years of age and rely heavily on technology and social media sites, such as Facebook, Twitter, Pintrest and Instagram. They understand the condition of the financial economy and
try to save money when possible.
By looking at the characteristics of our audience, we were able to find that the best solution would be to connect with them with social media and daily deal sites, such as Scoutmob, Gilt City and Living Social. Through the analysis of various case studies and demographics of daily deal sites, it was apparent that our consumers needed to be given the freedom and option to make a change. By understanding the target audience of Scoutmob, Gilt City and Living Social, we were able to create benefits for our consumers without forcing our
opinions and beliefs. on them.
SOLUTION STATEMENT
Design Development
PARSONS SCHOOL OF DESIGN
We wanted to create a community for our
audience that encouraged conversations between
people of varying religions, lifestyles and preferences. In order to do so, it was essential to offer a place where constant dialogue was able to take place.
“
”
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JOY KIM // [email protected]
HOW DOES IT WORK?Through intensive research, we created Square One, a campaign that integrates technology, benefits and freedom, while still creating awareness. We team up with local restaurants, lifestyle and hospitality companies that strive to maintain a curelty free and sustainable way of life. We negotiate deals with these companies, where we can offer our users a discounted meal, clothing or hotel visits. We then take these deals to sites such as ScoutMob, LivingSocial and
Gilt City. These daily deal sites post these benefits on their platform, attracting our target consumer. In order to unlock these deals, consumers are required to visit the Square One website, watch a video that is either animated or live footage. Once using the deal at the restaurant, store or hotel, the business associates will provide them with a kit that will contain more information on animal rights along with the background of the
Square One campaign.
Design Development
PARSONS SCHOOL OF DESIGN
consumer system map
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PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
Design Development
SQUARE ONE KITIn order to build communication within our users, we aim to create relationships between our campaign and our users at every touch point. Square One kits will be available at all NYC farmers markets, flea markets and
various other stores that support our cause.
When customers redeem their deals, they will receive a kit from the business associates. The kit will contain a campaign t-shirt, canvas bag, stickers for kids,
bracelets, brochures and recipe cards.
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
YOUR WORK IS GOING TO FILL A LARGE PART OF YOUR LIFE AND THE ONLY WAY TO BE TRULY SATISFIED IS TO DO WHAT YOU BELIEVE IS GREAT WORK. AND THE ONLY WAY TO DO GREAT WORK IS TO LOVE WHAT YOU DO...
STEVE JOBS
PARSONS SCHOOL OF DESIGN
JOY KIM // [email protected]
MTV Networks Internship
MTV NETWORKSMy internship at MTV Networks validated my passion for event production. I was in the Special Events and Talent Relations department for the Spike TV, Comedy Central
and TV Land channels.
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
MTV Networks Internship
THE COMEDY AWARDS & THE TV LAND AWARDS
Assisted in the production of Comedy Centrals 2nd annual Comedy Awards Show and TV Land’s 10th
Anniversary award show.
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
MKGI was an event production intern at MKG and was responsible for the seamless execution of events. I worked with the Delta Air Lines, Coca Cola, Moet Hennessey USA, Immaculate Infatuation, Grammy’s
2013, Food Network and JFK T4 Airport accounts.
MKG
PARSONS SCHOOL OF DESIGN
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JOY KIM // [email protected]
Delta Air Lines New York Wine and Food Festival
Will.I.Am x Coca Cola : EKOCYCLE Brand Launch
MKG
MKG
PARSONS SCHOOL OF DESIGN
Moet Hennessey USA Distributor Meeting
JC Penney x Nanette Lepore Collaboration Launch
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PARSONS SCHOOL OF DESIGN
Food Network Holiday Party
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ENERGY AND PERSISTENCE CONQUERS ALL THINGS
BENJAMIN FRANKLIN
MIND THE
GAP
JOY KIM