A Ra Cho Portfolio 2009 - 2011

Cool Biz CampaignFall 2009 | Individual Project

STRATEGIC PLANNING

Challenge

Process

Solution

Find a problem that Wall Street might face and make a campaign to raise the awareness of the problem

Observation to �nd a problem - Problem: White collar workers wear ties in hot summer, which increases their body temperatures If they don’t wear ties in hot weather, they can save the environment by decreasing use of air conditioningIdentify a target audience: White-collar workersSet an objective of the campaignDesign logo, poster, brochure, postcards and box to deliver the message e ectively

Cool-looking logo containing a tie and a taglineImplementing logos on the doors of elevators so that workers can easily see the logo and remind the messageMaking brochure and box interesting to attract the target audience as well as to deliver the message e ectively

03

Re-branding: Think CoffeeSrping 2010 | Individual Project

STRATEGIC PLANNING

Challenge

Process

Solution

Rebranding a co�ee shop called Think Co�ee that has three locations in NYCMany people don’t even know about existence of the co�ee shop or they don’t know how socially conscious the co�ee shop isThink Co�ee’s commitment to the community:- Provides the �nest quality of organic and shade grown co�ee, which is with a fair trade- Gives 10% of after-tax pro�ts to local charities- Sells wine and chesses to help local farmers

Market research Set and study target audienceCompetitive analysis Brand developmentDiscover brand personalities (Social-conscious, cozy, fast-paced, warm-hearted, and artistic)Plan brand journey/experience for consumers with e�ective and creative strategies

Target audience: NYU and Parsons students (because the locations are close to areas with heavy student tra�c)Primary strategy: Encourage students to become socially conscious as well as to take advantage of the comfortable space that Think Co�ee o�ersAspects of brand experience include:- Deliver co�ee and breakfast to a randomly selected students at dorm, expects word of mouth among students- Seating area, private rooms that students can reserve in advance, computer area and a place for latte area- Lighting options for studying, co�ee, and wine- For every purchase, people can see how much they give to charity. One free co�ee for every 10 visits- Cheaper price for for-stay menu- Birthday card with information about how customer’s money helped others

05

EVERYBODY

an active citizen project

Design Development: EATSSrping 2011 | Group ProjectExternal Partnership with EATS

STRATEGIC PLANNING

Challenge

Solution

Partnership with EATS, a non-pro�t organization to promote growing and eating locally grown vegetables to the community in the upper west sideMain focus group are middle school students in FDH community center in the upper west sideThe students will grow vegetables and sell them in an empty tennis court

Make the tennis court as a community place for senior, students, and neighbors so they can interact while they grow, sell and buy vegetables.Make the area playful, interactive and interesting to attract people, especially for middle school students.The tennis court includes- Recipe cards for every months and color wheel for distributing the cards- Mural painting with kids for co-design the food stand for selling and buying vegetables and ready-to-cook products- Place to try vegetables- Pictures displayed on the fence- Gardening information displayed on the fence- Place for growing vegetables

07

Process UNDERSTAND

OBSERVE

POINT OF VIEW

IDEATE

PROTOTYPE

TEST

EXECUTE

Consumer BehaviorSrping 2009 | Group Project

Challenge

Process

Results

Consumer research on di�erence between buying habits of Asian guys and ones of American guys

Surveyed 300 guys and girls in America and Asian countriesDrawing analysis by 10 guysInterview with girls to �nd out what they think of guys dressing upFind insightsMarket research and analysis

Asian guys like to dress up compared to American guys as they spend more time and more money to buy cosmetics and clothesDue to censorship in Asian countries, gay culture has not been exposed much to Asian guys, so they feel more comfortable dressing up without being stereotyped.Many male singers in Asian countries wear make-up and many accessories as girls normally doThere are substantial opportunities for companies to target Asian guys by providing unisex products

09

RESEARCH DEVELOPMENT

Consumer BehaviorSrping 2009 | Group Project

Challenge

Process

Results

Consumer research on di�erence between buying habits of Asian guys and ones of American guys

Surveyed 300 guys and girls in America and Asian countriesDrawing analysis by 10 guysInterview with girls to �nd out what they think of guys dressing upFind insightsMarket research and analysis

Asian guys like to dress up compared to American guys as they spend more time and more money to buy cosmetics and clothesDue to censorship in Asian countries, gay culture has not been exposed much to Asian guys, so they feel more comfortable dressing up without being stereotyped.Many male singers in Asian countries wear make-up and many accessories as girls normally doThere are substantial opportunities for companies to target Asian guys by providing unisex products

09

RESEARCH DEVELOPMENT

GustOrganicsFall 2010 | Group Project

Challenge

Process

Results

Find insights in order to make a design brief for advertising- GustOrganics : Green restaurant located in NYC serves 100% USDA certi�cated organic foods and bar

Thick observation of GustOrgnaics Interview with a senior manager and the founderSurvey distributed to 30 customersInterviews conducted to 5 customersDrawing analysis by 5 customersFind insights

Insights: People thought they came for organic foods but they come to the restaurant because of relaxing atmosphere, which was shown in drawing anlaysisDesign BriefGET: Environmentally conscious women of 20s and 30sTO : Be inspired with the value of healthier and organic lifestyleBY : Tastefully communication the vision and philosophy of sustainable future in a relaxing atmosphereTaglineEnjoy the peace and tranquility, eat and relax!

11

RESEARCH DEVELOPMENT

iMsickSrping 2010 | Individual Project

INNOVATION

Challenge

Process

Solution

Find a solution for foreigners to medication information in the U.S. that is easily understandable for themEven though they know which medication they need to take in their countries, they don’t know what to buy in the States

Observation to �nd problemsInterview foreigners in the U.S.BrainstormsDesign and prototypeFeedback and improve

By providing cross-cultural information on medication, foreigners can �nd easily and quickly know which medication they need to buy when they are sickDesigned a mobile application that provides corresponding U.S. medications with medications in their own countries based on symptomsMade a storytelling video to explain the problem and the solution e�ectively

13

*Implementing the idea to a mobile application and planning to release it by end of 2011

iRecieptSrping 2011 | Group Project

INNOVATION

Challenge

Process

Solution

Design a money management tool for young adults

Interview with twenty early 20s peopleObservation on habits with receipts through keeping money journals and observing peopleExplored already existing money management toolsInsights- 85% of people save receipts but most of them don’t manage them; they just throw them away- The target use online banking but they don’t read the statement; they just look at available balance.- They feel necessity of managing their �nance because they are soon-to-be earning their own income

Designed mobile application that people can keep track their expenditures and set budget by scanning receipts Why scan? - Giving them a little burden by scanning the receipts with their mobile phone, which eventually will make them aware how much they spend. - The new technology that transfers a image to text of information on the picture attract them

15

*Implementing the idea to a mobile application and planning to release it by end of 2011

www.koreaparsons.com

www.helixcappartners.com (currently closed)

GRAPHIC DESIGN

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ADVANCED HEALTHCARE LEADERS

02

03

04

05

01

Designed a logo for a start-up business, Advanced Healthcare Leaders

Responsible to design a logo and a business card for the PR group called Society &Diplomatic Review

(Left and Bottom)Design intern at InterCN in Seoul, South KoreaDesigned packages and posters that were used in the client’s campaigns

(Up)Design/Marketing intern at Helix Capital Partners, Inc. in Wall Street, NYResponsible to design logos, business card, brochure and presentationDesigned and developed the website

Designed and developed three websties for Korean Association of Parsons, Helix Capital Partners, Inc. and The Bloom Newsletter

(Bottom)

917. 504. 3956cho. arc@gmail.comaracho.arc@gmail.com