_Alpha | Sean Woncheol Lee

PROJECT PAGE

About:

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Company / Client:
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Job Description:
Graphic Design and Art Direction

Period:
2018 SEP - 2025 JUL

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Problem Framing

The Problem:
Panasonic had great technology, but it was hidden behind an outdated, industrial look. The brand just didn’t have the emotional appeal or premium feel needed to stand out in today’s lifestyle and beauty market.

Goal & My Role:
I set out to reposition Panasonic Personal Care as a high-end lifestyle brand by creating a more refined visual system. My goal was to bring together technical precision with a sense of aesthetic elegance. As the graphic designer on the project, I led the visual direction — shaping the typography, layout hierarchy, and digital-first brand guidelines.

Creative Process

Step 1: Research & Analysis
I kicked things off by shaping the idea of “Blends in with Your Home.” Instead of treating hardware as cold tech objects, I reframed them as design elements that should feel natural in a modern interior — balancing high performance innovation with a sense of harmony.

Step 2: Ideation & Moodboard
From there, I built out moodboards under an Elegant & Seamless theme. I pulled references from modern furniture, soft lighting, and premium home styling to set the tone for a warm, sophisticated environment.

Step 3: Branding & Prototyping
I refined typography and layout directions to find the right balance between technology and comfort. The focus was on visual clarity — highlighting flexibility, ease of use, and the approachable side of the product experience.

Step 4: Execution
Finally, I built an integrated design system using minimalist icons and clean typography. Complex interfaces were translated into simple, intuitive graphic motifs, creating a consistent premium brand voice across every touchpoint.

PROJECT PAGE

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Step 2: Ideation & Moodboard From there, I built out moodboards under an Elegant & Seamless theme. I pulled references from modern furniture, soft lighting, and premium home styling to set the tone for a warm, sophisticated environment.

Step 3: Branding & Prototyping I refined typography and layout directions to find the right balance between technology and comfort. The focus was on visual clarity — highlighting flexibility, ease of use, and the approachable side of the product experience.

Step 4: Execution Finally, I built an integrated design system using minimalist icons and clean typography. Complex interfaces were translated into simple, intuitive graphic motifs, creating a consistent premium brand voice across every touchpoint.

Step 2: Ideation & Moodboard
From there, I built out moodboards under an Elegant & Seamless theme. I pulled references from modern furniture, soft lighting, and premium home styling to set the tone for a warm, sophisticated environment.

Step 3: Branding & Prototyping
I refined typography and layout directions to find the right balance between technology and comfort. The focus was on visual clarity — highlighting flexibility, ease of use, and the approachable side of the product experience.

Step 4: Execution
Finally, I built an integrated design system using minimalist icons and clean typography. Complex interfaces were translated into simple, intuitive graphic motifs, creating a consistent premium brand voice across every touchpoint.