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

THE SHED
Brand 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
LOUIS VUITTON TENNIS
Commercial / Campaign
ANOTHER MAGAZINE
Commercial / Magazine design, Poster Design
MOMO OKABE
Commercial / Book Design
SDN.LEE
©2023 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.

LOGO


I created a line that connects the word SHED as one, which represents SHED as a space that showcases various multicultural arts.

DESIGN ELEMENTS


Utilizing the cross-shaped motif inspired by actual architectural structures of The Shed, I created design elements that capture a sense of artistic sophistication.


POSTERS


Nature of the shed is to attract the public, especially by utilizing the busy streets of New York, to arouse curiosity about The Shed and engage the audience.



TYPEFACE

I created customized fonts to capture the modern feeling that fits the space.


WAYFINDINGS

I made an effort to harmonize the logo and the design elements I created with the space, aiming to make it even more captivating and harmonious.






EXHIBITION CATALOGUE




WEBSITES

By maximizing the use of design elements, I have made the events of the Shed more visually accessible to users.


SOCIAL MEDIA



STATIONERY