SERA LEE
DESIGN & ART DIRECTION
✉️SERASPRING@GMAIL.COM
01. MUSIC ANTHEM
Music anthem campaign presented a new visual identity distinctive to its iconic music note. The new visual approach uses the note as a carrier for artists and genres while tying them all under the brand of Music.
(BRAND IDENTITY)(ART DIRECITON)
02. FESTIVAL OF INDIE CINEMA
Festival of Indie Cinema is an independent film festival held on Broadway St in Downtown Los Angeles. The festival reflects downtown’s unique multi-cultural voice and wide range of indie films. This year’s festival highlights mumblecore which emphasizes on unrehearsed raw dialogues and the personal relationships of millennials.
(BRAND IDENTITY)(INSTALLATION)
03. SNAPBAC
Snapbac is the first ultimate training compression garment that functions before, during, and after workout. The brand is designed to reflect on relentless portrait of real athletes and showcase scientific research put into the development of the garment.
(BRAND IDENTITY)(ART DIRECITON)
04. SHUPUHMAKET
The act of eating is one behavior that stimulates all five senses at once and helps to form vivid memories. All of my good memories are closely connected to the experience of cooking, sharing, and eating food with the loved ones.
In 2020, I started a video-based blog named, Shupuhmaket* to share my baking experiments, recipes, and a piece of joy.
*The name of the blog is inspired by Korean mom-and-pop grocery store from 90’s. Shupuh (Korean way of pronouncing “Super”) was a place where I stopped by every single day after school to grab sweets.
(BRAND IDENTITY)(CONTENT CREATION)
05. APP STORE DEVELOPER MARKETING TOOLKIT
App Store marketing toolkit is built to provide the developers to easily create custom marketing assets to share their app on social media or web banners. Each asset can be customized with different messaging, color, and design.
06. Re:
Re: is a catalogue of readymade art. Readymade art is works of art made from already manufactured objects. The catalogue is designed with the same approach of readymade art, utilizing only the default size of tabloid in various folding methods.
(EDITORIAL)(ART DIRECITON)
07. Art Directors Club
Art Directors Club in New York is the first creative recognition organization that awards in the fields of advertising, design, film and photography. The new identity is subdued, acting as a recognizable framework that fully acknowledges and displays creatives’ work.
08. Doodles
As a kid, I never stopped drawing and crafting. And as of today, I still find myself scribbling whenever I find a piece of paper and a pen (or iPad and pencil).
