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
Motion Graphics
Web Design
Editorial

THE SHED REBRAND

Identity Rebrand

The Shed in NYC redefines the cultural center’s identity, aiming to create an inclusive and dynamic image that resonates with its artistic essence and appeals to a broader audience. My strategy for the rebrand is to captivate the imagination of art enthusiasts, cultural explorers, and the local community by transforming The Shed into a must-visit cultural hub, fostering a strong sense of belonging. Drawing inspiration from the vibrant intersection of art, technology, and human connection, I integrated architectural elements and spatial composition to craft a unique identity for The Shed.

This project showcases my ability to blend artistic vision with strategic branding, highlighting my deep understanding of audience needs and market trends, resulting in a forward-thinking and immersive experience for visitors.