Joy Kim Portfolio

MIND THE

GAP

JOY KIM

PARSONS SCHOOL OF DESIGN

JOY KIM // [email protected]

TAKE WHAT YOU NEED


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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


Introduction

Acceptance letter to Manhattan School of Music in Classical Piano Performance


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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.


HEAVEN NEVER HELPS THE MAN WHO WILL NOT ACT

SOPHOCLES


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.


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Upper West Side

Chelsea

SoHo

Wall Street

Lower EastSide

UnionSquare

Gramercy Park

Upper East Side

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N R

N R

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F M

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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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Leave of absense letter for Fall 2010 from Parsons School of Design


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BE NOT AFRAID OF GROWING SLOWLY; BE AFRAID ONLY OF STANDING STILL

CHINESE PROVERB


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.


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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.


ACERY


WATER REFILL ASSIST

FOOD DRINKS BILL TALK

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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.



BRAND IDENTITY

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COMPETITION

CHOP’T CREATIVE SALAD COMPANY

UNION SQUARE HOSPITALITY GROUP



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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WIRE FRAMES

Water Re�ll Assist

Food Drinks

BillLanguage

Talk

ACERY

Home Search Favorites About



Back

Brunch Menu

Lunch Menu

Dinner Menu


Food Drinks

BillLanguage

Talk

ACERY




Back

Brunch Menu

Lunch Menu

Dinner Menu



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



Back

Spicy Ahi Tuna Tartare Spicy Ahi Tuna Tartare served with Parmesean Shaved

Fennel Salad

Nutrition Information

Ingredients

Customize

Order Now

Dressings and Marinades



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



Back

Spicy Ahi Tuna Tartare Spicy Ahi Tuna Tartare served with Parmesean Shaved

Fennel Salad


Ingredients

Customize

Order Now






Back


Sake and Sesame MarinadeSesame oilChopped garlicChopped ShallotGingerSakeRice vinegarSoy sauceBrown sugarCornstarch slurry



Back

CustomizationSpicy Ahi Tuna Tartare with Shaved Fennel Salad

FRESH PRODUCE Tomatoes

Fennel

Cilantro

Lettuce

Spinach

Avocado

MEAT AND POULTRY Tuna

Chicken

Steak



Back


Sake and Sesame MarinadeSesame oilChopped garlicChopped ShallotGingerSakeRice vinegarSoy sauceBrown sugarCornstarch slurry



Back

CustomizationSpicy Ahi Tuna Tartare with Shaved Fennel Salad

FRESH PRODUCE Tomatoes

Fennel

Cilantro

Lettuce

Spinach

Avocado

MEAT AND POULTRY Tuna

Chicken

Steak



Back


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%



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



Back


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%



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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CHANGE AND GROWTH TAKE PLACE WHEN A PERSON HAS RISKED HIMSELF AND DARES TO BECOME INVOLVED WITH EXPERIMENTING WITH HIS OWN LIFE

HERBERT OTTO


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


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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


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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.


Design Development


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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


PROBLEM STATEMENT

Design Development


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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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.


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


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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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


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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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


consumer system map

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FINAL DELIVERABLES

Design Development


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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.


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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


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.


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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.


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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


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Delta Air Lines New York Wine and Food Festival

Will.I.Am x Coca Cola : EKOCYCLE Brand Launch

MKG

MKG


Moet Hennessey USA Distributor Meeting

JC Penney x Nanette Lepore Collaboration Launch

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MKG

Immaculate Infatuation: Turkey Leg Ball 2012


Food Network Holiday Party

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ENERGY AND PERSISTENCE CONQUERS ALL THINGS

BENJAMIN FRANKLIN

MIND THE

GAP

JOY KIM

Joy Kim Portfolio

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