Creative Portfolio updated for 2010

1. HOMAN LEE
CREATIVE PORTFOLIO
BRANDING
WEB DESIGN
DIRECT MARKETING
ADVERTISING
IDENTITY
hman.design@gmail.com 415.816.8732

2. PowerWise® Branding: Logo
Client: National Semiconductor
Objective: Create a brand identity for National’s new
power-efficient 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,
HOMAN LEE
I worked with the design firm, 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-Pacific, Japan and the Americas.

3. National’s PowerWise Stlye Guide PowerWise® Logo: Introduction
National’s Visual Identity System
PowerWise Logo: Color ®
PowerWise Logo ®
2010 PowerWise Logo The correct use of the PowerWise logo The Cycling Wafer symbol uses an The logotype uses “Power” in Futura Color Usage The color examples on this page come Different printing environments may
expands our presence, adds value to our oval shape to suggest a silicon wafer. Medium and “Wise” in Futura Extra from the Pantone Matching System require compensation so that the final
products and further distinguishes us Its overall form complements National Bold to represent the combination of (PMS). The correct Pantone numbers are result matches the specified PMS color.
PowerWise Logo from our competition. Proper and correct Semiconductor logo. The upward arrow high performance and low power that shown with each color. The four-color
usage of the logo is imperative. conveys high performance and down- PowerWise products deliver. process tint formulas given below each For interactive and Web graphics use
Color Usage ward arrow symbolizes low power. color are used in page-layout files only; the RGB (red, green, blue) formula or a
The PowerWise logo is the basic visual The logo evokes the company’s aspira- when offset printing these colors, please color percentage that closely matches
Black and White identification device and it must be used tions of intelligent energy management specify the PMS number to match the the Pantone color. RGB color formulas
consistently at all times. The horizontal and closed-loop system efficiency for four-color process. may vary between different computer
Usage version of the PowerWise logo shown on the planet. platforms and graphic programs.
this page is the only acceptable usage.
Unacceptable Usage
2 PMS Colors Wafer and “Power”: Filename: PW-Logo-PMS.eps
White Space It is vitally important to maintain white The red lines in the diagram below show When using the PowerWise logo over Preferred usage for color offset National Blue Pantone 2935
space around the logo. This maximizes the minimum amount of white space to a photo or other artwork, be sure that lithography printing.
the visual impact of the logo and leave around the logo; which is at least area is free of distracting elements. You Arrows and “Wise”:
assures consistent usage worldwide. 1/2 the height of the PowerWise logo. may darken, lighten or otherwise edit Pantone 368
Careful consideration must be used the image as necessary to achieve the
when placing the logo close to graphic desired effect. The background must
elements. Leave plenty of space around provide a strong contrast for the logo.
the logo.
2 Toyo Colors Wafer and “Power”: Filename: PW-Logo-TOYO.eps
Use when PMS colors are not available. Toyo (international) CF0432
Arrows and “Wise”:
Toyo (international) CF0244
4-Color Process Wafer and “Power”: Filename: PW-Logo-CMYK.eps
Use when PMS colors are not available.
colors available. (Cyan, Magenta, Yellow, blacK)
C: 100%, M: 47%, Y: 0% K: 0%
100% 47% 0%,
Arrows and “Wise”:
Color Palette The PowerWise logo should only appear materials, to interactive graphics assure consistent application of the C: 57%, M: 0%, Y: 100%, K: 0%
in color as specified. The PowerWise immediately recognizable. PowerWise logo worldwide. It is the
color palette has been developed to color you must use for all PowerWise
National’s Visual Identity System
create a cohesive identity for all the
company’s communications. When
The PowerWise colors are Pantone 2935
for National Blue and Pantone 368. The
materials. It must be reproduced exactly
and consistently every time it is used. National’s Visual Identity System
used consistently, they make everything PowerWise colors help us unify the
we create, from buildings to printed appearance of printed materials and
PowerWise Logo: Color on Blue Background
®
PowerWise Logo: Color on Dark or Green Background
®
RGB (Web) Wafer and “Power”: Filename: PW-Logo-RGB.eps
Use for Web, video or on-screen. (Red, Green, Blue (0-255))
R: 0, G: 110, B: 182 (Hex: 006eb6)
Color Usage Blue backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page 1.3. When Color Usage Green or dark backgrounds require the color break of the PowerWise logo to be different than the preferred color usage on page
applying the PowerWise logo on a background which is a similar color blue to the logo, the PowerWise logo may be reproduced as Arrows and “Wise”: 1.3. When applying the PowerWise logo on a background which is a similar color green to the logo, the PowerWise logo may be
in the samples below to maintain strong contrast and legibility. R: 102, G: 188, B: 41 (Hex: 66bc29) reproduced as in the samples below to maintain strong contrast and legibility.
Color Consistency: To specify color for offset printing and other suppliers, specify Pantone 2935 for National Blue and Pantone 368 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 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, 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. Inc. The colors shown on this page and throughout the Visual Identity System are not intended to match the Pantone Color Standards.
1 2 2 national.com/powerwise 3
2 PMS Colors on Blue Background Wafer and “Power”: Filename: PW-Logo-PMS-B-bkg.eps 2 PMS Colors on Green Background Wafer and “Power”: Filename: PW-Logo-PMS-G-bkg.eps
Use for color offset lithography printing. National Blue Pantone 2935 Use for color offset lithography printing. National Blue Pantone 2935
Arrows and “Wise”: Arrows and “Wise”:
reverse to white reverse to white
2 Toyo Colors on Blue Background Wafer and “Power”: Filename: PW-Logo-TOYO-B-bkg.eps 2 Toyo Colors on Green Background Wafer and “Power”: Filename: PW-Logo-TOYO-G-bkg.eps
Use when PMS colors are not available. Toyo (international) CF0432 Use when PMS colors are not available. Toyo (international) CF0432
Arrows and “Wise”: Arrows and “Wise”:
reverse to white reverse to white
4-Color Process on Blue Background
ackgr
Use when PMS colors are not availa
available.
National’s Visual Identity System
Wafer and “Power”:
(Cyan, Magenta, Yellow, blacK)
Filename: PW-Logo-CMYK-B-bkg.eps 4-Color Process on Green
Background
en Wafer and “Power”:
(Cyan, Magenta, Yellow, blacK)
Filename: PW-Logo-CMYK-G-bkg.eps National’s Visual Identity System
C: 100%, M: 47%, Y: 0%, K: 0% Use when PMS colors are not available.
available. C: 100%, M: 47%, Y: 0%, K: 0%
PowerWise Logo: Black and White
Arrows and “Wise”:
®
Arrows and “Wise”:
PowerWise Logo: Unacceptable Usages
®
reverse to white reverse to white
1-Color Usage The PowerWise logo may be reproduced in black or reversed to white as in the samples below. When reversing the PowerWise Always use the electronic art files supplied when reproducing the PowerWise logo. The logo treatments shown on this page have been purposefully altered to illustrate
logo to white out of a background, the background must be dark enough to provide a strong contrast and legibility. unauthorized usage. Other incorrect renditions include creating a drop shadow, condensing or stretching the logo.
RGB (Web) on Blue Background round Wafer and “Power”: Filename: PW-Logo-RGB-B-bkg.eps RGB (Web) on Green Background
ackgrounnd Wafer and “Power”: Filename: PW-Logo-RGB-G-bkg.eps
Use for Web, video or on-screen.
en. (Red, Green, Blue (0-255)) Use for Web, video or on-screen.
screen. (Red, Green, Blue (0-255))
R: 0, G: 110, B: 182 (Hex: 006eb6) R: 0, G: 110, B: 182 (Hex: 006eb6)
Arrows and “Wise”: Arrows and “Wise”:
R: 255, G: 255, B: 255 (Hex: ffffff) R: 255, G: 255, B: 255 (Hex: ffffff)
PowerWise® Branding: Logo Style Guide 1-Color Halftone
Preferred 1-color usage.
Wafer and “Power”:
100% black
Filename: PW-Logo-Tone.eps Do not substitute any other color for the specified PowerWise blue or green. Do not substitute any other typeface for the logotype.
Arrows and “Wise”:
35% black halftone screen
4 national.com/powerwise
owerwise
r 5
Client: National Semiconductor
Objective: Develop a simple yet comprehensive logo Reversed to White Halftone Wafer and “Power”:
reversed to white
Filename: PW-Logo-ToneRev.eps Do not center the logo between the logotype. Do not use a two line version of the logotype.
usage style guide for corporate brand compliance. Arrows and “Wise”:
35% black halftone screen
Solution: Working with Gee & Chung, we created
versions of the logo that would work with every 1-Color Solid
Use only when there is 1-color and
Wafer and “Power”:
100% black
Filename: PW-Logo-Solid.eps Do not place the signature on any distracting pattern or image. Do not use a division name as a tagline.
halftone is not feasible.
background and in any situation. We provided Arrows and “Wise”:
100% black
detailed examples on proper and improper usage.
HOMAN LEE
This document was instrumental in keeping brand Reversed to White Solid Wafer and “Power”: Filename: PW-Logo-SolidRev.eps Do not combine different colors within the signature. Do not alter the size relationship of the signature.
Use only when there is 1-color and Reversed to white
consistency among the many departments across halftone is not feasible.
Arrows and “Wise”:
Reversed to white
the globe along with their outside agencies and
vendors.
6 6 national.com/powerwise 77

4. PowerWise® Branding: Corporate Collateral
Client: National Semiconductor
Objective: Promote excitement from customers, adoption from employees
and confidence from shareholders on the PowerWise® brand.
HOMAN LEE
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.

5. Before
PowerWise® Branding: Website
Client: National Semiconductor
Objective: To update National’s website to reflect the
HOMAN LEE
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.

6. Inside
spread
Before
PowerWise® Branding: Solution Guides
Client: National Semiconductor
Objective: To update National’s technical product
HOMAN LEE
guides to reflect the new PowerWise brand.
Solution: We emphasized the white space on all
marketing materials to imply energy efficient,
simple solutions.

7. Print Ads
Web Banner Ads
PowerWise® Branding: Advertising
Client: National Semiconductor
Objective: To promote the new PowerWise products as
HOMAN LEE
the industry’s power-efficiency leader.
Solution: Developed a series of print and online adver-
tising campaigns consistent with the rest of the Power-
Wise marketing

8. PowerWise® Branding: Employee Communication Posters 24” x 36”
Client: National Semiconductor
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
HOMAN LEE
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 reflected the pride of the National employ-
ees who spend their lives creating solutions for a better world.

9. Before
PowerWise® Branding: Power Point Templates
Client: National Semiconductor
Objective: To update National’s Power Point presentation template to reflect the
HOMAN LEE
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.

10. ®
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 reflect the
HOMAN LEE
creative process and the reciprocal relationship between client and
agency. The negative space form an implied “S”
The resulting logo is clean and confident but with personality and an
approachable character.

11. MARKETING
Round 1 “Brand” “Direction” “Compass” “Rudder”
Round 2 “S Icon” Explorations
original
thinner S squeezed shape fuller circle fuller circle w/twist
Final Round Interplay of shapes form an implied “S”
HOMAN LEE
Steer Marketing Branding: Logo Explorations

12. Original
Black Grayscale
Reversed Dark Color Background
HOMAN LEE
Steer Marketing Branding: Final logo variations for usage

13. Steer Marketing Branding: Stationary
HOMAN LEE
Objective: Develop identity stationary for Steer Marketing.
Solution: Kept it simple and extended the clean and confident
look to the identity components

14. 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.
HOMAN LEE
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.

15. Steer Marketing Branding: Power Point Template and Presentations
HOMAN LEE
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.

16. 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
HOMAN LEE
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.

17. 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
HOMAN LEE
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.

18. 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
HOMAN LEE
and industry reports, these ads built upon the SINA brand while selling
to—and educating—prospective marketing clients to the highly affluent
Chinese American market. This established SINA.com’s position as the
category pioneer and leader.

19. 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-specific research reports and a newsletter
HOMAN LEE
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.

20. 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. Logo explorations:
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
HOMAN LEE
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.

21. HOMAN LEE
Aura iMedia: Identity

22. DJ Photo AuraRadio.com Player Grab Gadget Icon
Volume Bar Share Icon
share this station among friends
AuraRadio: Logo and Website Play/Pause Button
when playing shows Pause Rate It Icon
when stooped shows Play
Client: Aura iMedia Productions Information Icon
Color Spectrum Bar Help Icon
Objective: Design the logo and website for AuraRadio.com. choose music by color mood
Equalizer Icon
Solution: We designed an online music site with channels or stations cre- click to minimize window without equalizer
HOMAN LEE
ated by users or “DJs” to create a social network around music. We created
Music Mix Icon
a “radio player” gadget that could be placed on any website or desktop, click to randomize songs from all stations shown
spreading the web site’s audience base. Expand and Minimize Icon
collapses window to only show currennt DJ Station
Part of the Aura iMedia Productions family of properties. expand to show other favorite stations

23. AuraRadio: Logo and Website
Client: Aura iMedia Productions
HOMAN LEE
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.

24. Logo mark development
Leoa Cellars: Naming and Brand Identity
Zodiac Symbols Wine Stop Wine Stop Rough Grapevine Bud
Objective: Develop a brand identity for Leoa Cellars, a new
winery based in Paso Robles, California LEO ARIES
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 Wine Stop Reversed Flower Pattern
HOMAN LEE
related to viniculture. Since the winery is new it was important
to the partners that the logo reflect 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.

25. Leoa Cellars: Wine Labels
Objective: Design labels that would inspire
consumers to purchase the wines.
Solution: To appeal to the modern consumer, r,
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 first year, they produced two wines, a
white, Roussanne and a red, Syrah. To stand
HOMAN LEE
out among the competition, we chose a bright ht
white paper stock with strategic use of color
metallic foil and raised black embossed ink on
the logo for a tactile feel.

26. 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-
HOMAN LEE
cases the unique Central Coast appellation and gives the
viewer a sense of terroir, from vine to bottle. To drive traffic,
we included a wine makers education blog and a section for
exploring Paso Robles and beyond, promoting the region.

27. Photos from the AIGA XCD Design Expedition to China, 2008
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.
HOMAN LEE
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.

28. Safeway.com: Direct Mail-Young Family
Objective: Safeway filled 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 specific
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
HOMAN LEE
emphasis on the customer benefits 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.

29. 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
HOMAN LEE
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 field.

30. 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 first direct mailing. This was so successful that
HOMAN LEE
it is was the control package even after five 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.

31. Inside spread
Outside spread
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—
Folded to fit into a #10 envelope
Clint Eastwood. This brochure had to work in a variety of formats—
HOMAN LEE
folded into thirds to fit into a #10 envelope, displayed at festivals
folded flat 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.

32. Cisco: CIO Summit Invite
Objective: Cisco’s annual CIO Summit, an invita-
tion only, three day event, draws the elite Chief
Information Officers 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
HOMAN LEE
the paper stock, ink color and location art each
year for six consecutive years.
AWARDS WON:
Northern California Gallery of Fine Printing–Gold

33. 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, identification photos and a summary
“Passport”. Mixing elements of popular culture such as The X-Files
and Mission Impossible, each Catalyst product was introduced as
HOMAN LEE
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.

34. 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-
HOMAN LEE
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.

35. 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 profitable 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
HOMAN LEE
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.

36. Fidelity Investments: Newspaper Ad
Objective: Raise the awareness of Fidelity Investments
offerings among the affluent 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
reflected the general national ads Fidelity Investments
were running at the time but added flourishes that the
Chinese community would identify with such as Chinese
models and colors (bright yellow) that signified wealth.
A distinctively Chinese pattern was used in all of the
HOMAN LEE
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.

37. BankOne: Newspaper Ad
Objective: To promote the use of Bank One’s Visa card among new
HOMAN LEE
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.

38. guitartimeTV.com
HOMAN LEE
Identity: Logos

39. HOMAN LEE
CONTACT INFORMATION:
EMAIL: hman.design@gmail.com
TEL: 415.816.8732