SYDNEY LEE IS A GRAPHIC DESIGNER. SHE ENJOYS EXPLORING THE COEXISTENCE OF SIMPLICITY AND COMPLEXITY, FUNCTIONALISM AND ORNAMENTALISM. HER CURIOSITIES OFTEN OSCILLATE BETWEEN MULTIDISCIPLINARY THINKING AND VISUAL REPRESENTATION...SYDNEY LEE IS A GRAPHIC DESIGNER. SHE ENJOYS EXPLORING THE COEXISTENCE OF SIMPLICITY AND COMPLEXITY, FUNCTIONALISM AND ORNAMENTALISM. HER CURIOSITIES OFTEN OSCILLATE BETWEEN MULTIDISCIPLINARY THINKING AND VISUAL REPRESENTATION...SYDNEY LEE IS A GRAPHIC DESIGNER. SHE ENJOYS EXPLORING THE COEXISTENCE OF SIMPLICITY AND COMPLEXITY, FUNCTIONALISM AND ORNAMENTALISM. HER CURIOSITIES OFTEN OSCILLATE BETWEEN MULTIDISCIPLINARY THINKING AND VISUAL REPRESENTATION...SYDNEY LEE IS A GRAPHIC DESIGNER. SHE ENJOYS EXPLORING THE COEXISTENCE OF SIMPLICITY AND COMPLEXITY, FUNCTIONALISM AND ORNAMENTALISM. HER CURIOSITIES OFTEN OSCILLATE BETWEEN MULTIDISCIPLINARY THINKING AND VISUAL REPRESENTATION...SYDNEY LEE IS A GRAPHIC DESIGNER. SHE ENJOYS EXPLORING THE COEXISTENCE OF SIMPLICITY AND COMPLEXITY, FUNCTIONALISM AND ORNAMENTALISM. HER CURIOSITIES OFTEN OSCILLATE BETWEEN MULTIDISCIPLINARY THINKING AND VISUAL REPRESENTATION...

LOUIS VUITTON X MURAKAMI Commercial / Campaign
LOUIS VUITTON X CORE VALUES Commercial / Campaign
ANOTHER MAGAZINE ISSUE ICommercial / Magazine design, Poster Design
ANOTHER MAGAZINE ISSUE IICommercial / Magazine design, Poster Design
ANOTHER MAGAZINE X DSMExhibition
SWAROVSKI X ARIANA GRANDE  Commercial / Campaign
CANADA GOOSE/SNOW GOOSECommercial / Campaign, Web Design
KENZO/ FW24Commercial / Campaign
LACOSTE/SS25 SHOWCommercial / Campaign
THE SHEDBrand Identity, Motion Graphics, Font Design, Web Design, Editorial
FAMA Brand Identity, Motion Graphics, Font Design, Web Design
STORM KING ART CENTER Brand Identity, Generative Design, Motion Graphics, Web Design 
MONOCHROMEBook Design, Web Design
LUMINOSITYBook Design
CLOVE
UI/UX
WEB TECHNOLOGY
UI, Web Design
SDN.LEE
©2025 SDN.LEE

 Brand Identity
 Generative Design
 Motion Graphics
 Web Design
STORM KING ART CENTER REBRAND
Identity Rebrand

Storm King Art Center sprawls across 500 acres in New York's picturesque Hudson Valley, offering visitors an immersive journey through expansive sculptures and unique site-specific installations beneath the open sky. My mission was to breathe new life into the Storm King Art Center's brand, fostering a modern and captivating identity to elevate the visitor experience and broaden its appeal. In targeting a diverse audience encompassing art enthusiasts, tourists, and local communities, I meticulously developed a rebranding strategy tailored to their interests. The goal was to make the art center not only more attractive but also to inspire greater cultural engagement. Leveraging the latest trends in visual aesthetics and user experience design, I seamlessly integrated coding and digital elements to heighten user interaction.

My design approach drew inspiration from the natural beauty enveloping Storm King Art Center and the sculptures it houses. The result is a design that captures the intrinsic connection between nature and art. Rooted in a profound understanding of audience dynamics, my work translates inspiration into tangible, impactful design solutions that resonate with the core essence of the art center.
LOGO
Storm King Art Center is a 500-acre outdoor museum located in New York’s Hudson Valley, where visitors experience large-scale sculpture and site-specific commissions under open sky. Inspired by the open sky, I created the logo with an open feeling.


POSTERS

I've chosen orange because it provides a significant contrast with green, making it highly visible, especially in outdoor, mostly natural environments.




WAYFINDINGS


I believe orange is one of the most powerful colors to help people recognize Storm King signage or advertisements at Storm King Art Center.


MOBILE APP
People are able to find their way and create their own paths through using their phone as navigation device. If you take a QR code on the sign, the app will show you information about the artist and check the artist's work and information easily and quickly through the app.
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WEBSITES

SOCIAL MEDIA




STORM KING ART CENTER INSTALLATION
Branding | Art Direction 
P5.js . Installation . Identity
The phrase "connect to art, connect to nature" is a brand narrative. Storm King Art Center nurtures a vibrant bond between art, nature, and people, creating a place where discovery is limitless. Each small particles used in the design represents art, nature, and people, vibrantly bonding to connect to each other to form the phrase "connect to art,  connect to nature".

The custom typeface has been designed to be responsive and activated by motion. To achieve this, the typeface was put into code and synced with the movement so that the particles responded to the movement.



Storm King is an outdoor museum, and my purpose is to construct innovative structures that transform into new indoor spaces. These structures will form enclosed, dimly lit areas where visitors can uncover a hidden playground.


Thinking about how users could engage and enjoy the space, I decided to use code to create interactive designs that utilize motion detection, allowing people to have an enjoyable experience.

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