ho man portfolio 2010

HOMAN LEECREATIVE PORTFOLIO

BRANDING

WEB DESIGN

DIRECT MARKETING

ADVERTISING

IDENTITY

[email protected] 415.816.8732

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PowerWise® Branding: Logo

Client: National Semiconductor

Objective: Create a brand identity for National’s new

power-effi cient 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,

I worked with the design fi rm, 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-Pacifi c, Japan and the Americas.

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PowerWise Logo The correct use of the PowerWise logo expands our presence, adds value to our products and further distinguishes us from our competition. Proper and correct usage of the logo is imperative.

The PowerWise logo is the basic visual identifi cation device and it must be used consistently at all times. The horizontal version of the PowerWise logo shown on this page is the only acceptable usage.

The Cycling Wafer symbol uses an oval shape to suggest a silicon wafer. Its overall form complements National Semiconductor logo. The upward arrow conveys high performance and down-ward arrow symbolizes low power. The logo evokes the company’s aspira-tions of intelligent energy management and closed-loop system effi ciency for the planet.

The logotype uses “Power” in Futura Medium and “Wise” in Futura Extra Bold to represent the combination of high performance and low power that PowerWise products deliver.

It is vitally important to maintain white space around the logo. This maximizes the visual impact of the logo and assures consistent usage worldwide. Careful consideration must be used when placing the logo close to graphic elements. Leave plenty of space around the logo.

The red lines in the diagram below show the minimum amount of white space to leave around the logo; which is at least 1/2 the height of the PowerWise logo.

When using the PowerWise logo over a photo or other artwork, be sure that area is free of distracting elements. You may darken, lighten or otherwise edit the image as necessary to achieve the desired effect. The background must provide a strong contrast for the logo.

White Space

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 using the percentages shown on page 1.3 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.

The PowerWise logo should only appear in color as specifi ed. The PowerWise color palette has been developed to create a cohesive identity for all the company’s communications. When used consistently, they make everything we create, from buildings to printed

materials, to interactive graphics immediately recognizable.

The PowerWise colors are Pantone 2935 for National Blue and Pantone 368. The PowerWise colors help us unify the appearance of printed materials and

assure consistent application of the PowerWise logo worldwide. It is the color you must use for all PowerWise materials. It must be reproduced exactly and consistently every time it is used.

Color Palette

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PowerWise® Logo: Introduction

2 PMS Colors Wafer and “Power”:Preferred usage for color offset National Blue Pantone 2935 lithography printing. Arrows and “Wise”: Pantone 368

2 Toyo Colors Wafer and “Power”:Use when PMS colors are not available. Toyo (international) CF0432 Arrows and “Wise”: Toyo (international) CF0244

4-Color Process Wafer and “Power”:Use when PMS colors are not available. (Cyan, Magenta, Yellow, blacK) C: 100%, M: 47%, Y: 0%, K: 0%

Arrows and “Wise”: C: 57%, M: 0%, Y: 100%, K: 0%

RGB (Web) Wafer and “Power”:Use for Web, video or on-screen. (Red, Green, Blue (0-255)) R: 0, G: 110, B: 182 (Hex: 006eb6)

Arrows and “Wise”: R: 102, G: 188, B: 41 (Hex: 66bc29)

National’s Visual Identity System

PowerWise® Logo: Color

Color Usage

Filename: PW-Logo-PMS.eps

Filename: PW-Logo-TOYO.eps

Filename: PW-Logo-CMYK.eps

Filename: PW-Logo-RGB.eps

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 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.

The color examples on this page come from the Pantone Matching System (PMS). The correct Pantone numbers are shown with each color. The four-color process tint formulas given below each color are used in page-layout fi les only; when offset printing these colors, please specify the PMS number to match the four-color process.

Different printing environments may require compensation so that the fi nal result matches the specifi ed PMS color.

For interactive and Web graphics use the RGB (red, green, blue) formula or a color percentage that closely matches the Pantone color. RGB color formulas may vary between different computer platforms and graphic programs.

national.com/powerwise 3

Use when PMS colo

2 PMS Colors on Blue Background Wafer and “Power”:Use for color offset lithography printing. National Blue Pantone 2935 Arrows and “Wise”: reverse to white

2 Toyo Colors on Blue Background Wafer and “Power”:Use when PMS colors are not available. Toyo (international) CF0432 Arrows and “Wise”: reverse to white

4-Color Process on Blue Background Wafer and “Power”:Use when PMS colors are not available. (Cyan, Magenta, Yellow, blacK) C: 100%, M: 47%, Y: 0%, K: 0%

Arrows and “Wise”: reverse to white

RGB (Web) on Blue Background Wafer and “Power”:Use for Web, video or on-screen. (Red, Green, Blue (0-255)) R: 0, G: 110, B: 182 (Hex: 006eb6)

Arrows and “Wise”: R: 255, G: 255, B: 255 (Hex: ffffff)


PowerWise® Logo: Color on Blue Background

Color Usage

Filename: PW-Logo-TOYO-B-bkg.eps

Filename: PW-Logo-CMYK-B-bkg.eps

Filename: PW-Logo-RGB-B-bkg.eps

Blue backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page 1.3. When applying the PowerWise logo on a background which is a similar color blue to the logo, the PowerWise logo may be reproduced as in the samples below to maintain strong contrast and legibility.

Filename: PW-Logo-PMS-B-bkg.eps

4

lable. (Cyan, Magenta, Yellow, blacK)C: 100% M: 47% Y: 0% K: 0%

rs are not avai

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2 PMS Colors on Green Background Wafer and “Power”:Use for color offset lithography printing. National Blue Pantone 2935 Arrows and “Wise”: reverse to white

2 Toyo Colors on Green Background Wafer and “Power”:Use when PMS colors are not available. Toyo (international) CF0432 Arrows and “Wise”: reverse to white

4-Color Process on Green Wafer and “Power”:Background (Cyan, Magenta, Yellow, blacK)Use when PMS colors are not available. C: 100%, M: 47%, Y: 0%, K: 0% Arrows and “Wise”: reverse to white

RGB (Web) on Green Background Wafer and “Power”:Use for Web, video or on-screen. (Red, Green, Blue (0-255)) R: 0, G: 110, B: 182 (Hex: 006eb6)



PowerWise® Logo: Color on Dark or Green Background

Color Usage

Filename: PW-Logo-PMS-G-bkg.eps

Filename: PW-Logo-TOYO-G-bkg.eps

Filename: PW-Logo-CMYK-G-bkg.eps

Filename: PW-Logo-RGB-G-bkg.eps

Green or dark backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page 1.3. When applying the PowerWise logo on a background which is a similar color green to the logo, the PowerWise logo may be reproduced as in the samples below to maintain strong contrast and legibility.


PowerWise® Branding: Logo Style Guide


Objective: Develop a simple yet comprehensive logo

usage style guide for corporate brand compliance.

Solution: Working with Gee & Chung, we created

versions of the logo that would work with every

background and in any situation. We provided

detailed examples on proper and improper usage.

This document was instrumental in keeping brand

consistency among the many departments across

the globe along with their outside agencies and

vendors.

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National’s PowerWise Stlye GuidePowerWise® Logo 2010

PowerWise LogoColor UsageBlack and White UsageUnacceptable Usage

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1-Color Halftone Wafer and “Power”:Preferred 1-color usage. 100% black

Arrows and “Wise”: 35% black halftone screen

Reversed to White Halftone Wafer and “Power”: reversed to white

Arrows and “Wise”: 35% black halftone screen


PowerWise® Logo: Black and White

1-Color Solid Wafer and “Power”:Use only when there is 1-color and 100% blackhalftone is not feasible. Arrows and “Wise”: 100% black

Reversed to White Solid Wafer and “Power”:Use only when there is 1-color and Reversed to whitehalftone is not feasible. Arrows and “Wise”: Reversed to white

The PowerWise logo may be reproduced in black or reversed to white as in the samples below. When reversing the PowerWise logo to white out of a background, the background must be dark enough to provide a strong contrast and legibility.

Filename: PW-Logo-Tone.eps

Filename: PW-Logo-ToneRev.eps

Filename: PW-Logo-Solid.eps

Filename: PW-Logo-SolidRev.eps

1-Color Usage

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Wafer and “Power”:(Cyan, Magenta, Yellow, blacK)

able. C: 100%, M: 47%, Y: 0%, K: 0%

Arrows and “Wise”:reverse to white

nd Wafer and “Power”:(Red, Green, Blue (0-255))R: 0, G: 110, B: 182 (Hex: 006eb6)


Filename: PW-Logo-CMYK-G-bkg.eps

Filename: PW-Logo-RGB-G-bkg.eps

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PowerWise® Logo: Unacceptable Usages

Do not substitute any other color for the specifi ed PowerWise blue or green. Do not substitute any other typeface for the logotype.

Do not center the logo between the logotype. Do not use a two line version of the logotype.

Do not place the signature on any distracting pattern or image. Do not use a division name as a tagline.

Do not combine different colors within the signature. Do not alter the size relationship of the signature.

Always use the electronic art fi les supplied when reproducing the PowerWise logo. The logo treatments shown on this page have been purposefully altered to illustrate unauthorized usage. Other incorrect renditions include creating a drop shadow, condensing or stretching the logo.


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PowerWise® Branding: Corporate Collateral


Objective: Promote excitement from customers, adoption from employees

and confi dence from shareholders on the PowerWise® brand.

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.

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PowerWise® Branding: Website


Objective: To update National’s website to refl ect the

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.

Before

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PowerWise® Branding: Solution Guides


Objective: To update National’s technical product

guides to refl ect the new PowerWise brand.

Solution: We emphasized the white space on all

marketing materials to imply energy effi cient,

simple solutions.

Before

Inside spread

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PowerWise® Branding: Advertising


Objective: To promote the new PowerWise products as

the industry’s power-effi ciency leader.

Solution: Developed a series of print and online adver-

tising campaigns consistent with the rest of the Power-

Wise marketing

Web Banner Ads

Print Ads

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PowerWise® Branding: Employee Communication Posters 24” x 36”


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

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 refl ected the pride of the National employ-

ees who spend their lives creating solutions for a better world.

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PowerWise® Branding: Power Point Templates


Objective: To update National’s Power Point presentation template to refl ect the

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.

Before

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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 refl ect the

creative process and the reciprocal relationship between client and

agency. The negative space form an implied “S”

The resulting logo is clean and confi dent but with personality and an

approachable character.

®

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M A R K E T I N G

original

thinner S fuller circle fuller circle w/twist squeezed shape

Round 1 “Brand” “Direction” “Compass” “Rudder”

Round 2 “S Icon” Explorations

Final Round Interplay of shapes form an implied “S”

Steer Marketing Branding: Logo Explorations

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Original

Black Grayscale

Reversed Dark Color Background

Steer Marketing Branding: Final logo variations for usage

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LEE Steer Marketing Branding: Stationary

Objective: Develop identity stationary for Steer Marketing.

Solution: Kept it simple and extended the clean and confi dent

look to the identity components

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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.

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.

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Steer Marketing Branding: Power Point Template and Presentations

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.

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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

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.

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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

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.

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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

and industry reports, these ads built upon the SINA brand while selling

to—and educating—prospective marketing clients to the highly affl uent

Chinese American market. This established SINA.com’s position as the

category pioneer and leader.

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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-specifi c research reports and a newsletter

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.

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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.

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

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.

Logo explorations:

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Aura iMedia: Identity

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Expand and Minimize Iconcollapses window to only show currennt DJ Stationexpand to show other favorite stations

Music Mix Icon click to randomize songs from all stations shown

Help Icon

Share Iconshare this station among friends

AuraRadio.com PlayerDJ Photo

Play/Pause Button when playing shows Pausewhen stooped shows Play

Volume Bar

Rate It Icon

Information Icon

Equalizer Iconclick to minimize window without equalizer

Color Spectrum Barchoose music by color mood

Grab Gadget Icon

AuraRadio: Logo and Website

Client: Aura iMedia Productions

Objective: Design the logo and website for AuraRadio.com.

Solution: We designed an online music site with channels or stations cre-

ated by users or “DJs” to create a social network around music. We created

a “radio player” gadget that could be placed on any website or desktop,

spreading the web site’s audience base.

Part of the Aura iMedia Productions family of properties.

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AuraRadio: Logo and Website

Client: Aura iMedia Productions

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.

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Leoa Cellars: Naming and Brand Identity

Objective: Develop a brand identity for Leoa Cellars, a new

winery based in Paso Robles, California

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

related to viniculture. Since the winery is new it was important

to the partners that the logo refl ect 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.

LEO ARIES

Zodiac Symbols Wine Stop Grapevine BudWine Stop Rough

Wine Stop Reversed Flower Pattern

Logo mark development

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Leoa Cellars: Wine Labels

Objective: Design labels that would inspire

consumers to purchase the wines.

Solution: To appeal to the modern consumer,

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 fi rst year, they produced two wines, a

white, Roussanne and a red, Syrah. To stand

out among the competition, we chose a bright

white paper stock with strategic use of color

metallic foil and raised black embossed ink on

the logo for a tactile feel.

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and

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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-

cases the unique Central Coast appellation and gives the

viewer a sense of terroir, from vine to bottle. To drive traffi c,

we included a wine makers education blog and a section for

exploring Paso Robles and beyond, promoting the region.

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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.

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.

Photos from the AIGA XCD Design Expedition to China, 2008

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Safeway.com: Direct Mail-Young Family

Objective: Safeway fi lled 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 specifi c

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

emphasis on the customer benefi ts 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.

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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

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 fi eld.

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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 fi rst direct mailing. This was so successful that

it is was the control package even after fi ve 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.

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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—

Clint Eastwood. This brochure had to work in a variety of formats—

folded into thirds to fi t into a #10 envelope, displayed at festivals

folded fl at 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.

Inside spread

Outside spread

Folded to fi t into a #10 envelope

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Cisco: CIO Summit Invite

Objective: Cisco’s annual CIO Summit, an invita-

tion only, three day event, draws the elite Chief

Information Offi cers 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

the paper stock, ink color and location art each

year for six consecutive years.

AWARDS WON:

Northern California Gallery of Fine Printing–Gold

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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, identifi cation photos and a summary

“Passport”. Mixing elements of popular culture such as The X-Files

and Mission Impossible, each Catalyst product was introduced as

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.

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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-

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.

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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 profi table 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

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.

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Fidelity Investments: Newspaper Ad

Objective: Raise the awareness of Fidelity Investments

offerings among the affl uent 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

refl ected the general national ads Fidelity Investments

were running at the time but added fl ourishes that the

Chinese community would identify with such as Chinese

models and colors (bright yellow) that signifi ed wealth.

A distinctively Chinese pattern was used in all of the

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.

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BankOne: Newspaper Ad

Objective: To promote the use of Bank One’s Visa card among new

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.

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Identity: Logos

guitartimeTV.com

HOMAN LEE

CONTACT INFORMATION:EMAIL: [email protected]

TEL: 415.816.8732

ho man portfolio 2010

Documents

aura imedia

maintain strong

visual identity

steer marketing

toyo matching

direct mail

pantone color

blue background