Soo Min LeeA graphic designer, educator, and creative coder, based in Boston.

Identity & Poster Design
Campbell’s
BIAS—SAIB
Yuhan Kimbery Scott
Persona Non Grata
leekyung inc.
Sound of Kiki


Digital DesignAffirmation
Visa Card
BACARDÍ Rum
FEEL Generator


PublicationGraphic Warmline
Now I See You 
Vulnerability


IndexInformation

Visual Identity & UX/UI, 2018

Recipe Reality Check
BBDO New York

A digital campaign that poked fun at relatable Pinterest fails and provided users with a tool to alleviate mealtime stress. Powered by data from Pinterest’s API, that allowed Pinners to swap their most-time-consuming recipes for simpler versions of similar dishes. This campaign positioned Campbell’s as a convenient solution for today's busy, time-strapped families.

FAB Award Gold 2018
    Online Marketing & Social Media / Social BusinessCannes Lions Shortlist 2017
   Innovative Use of Social or Community
One Show Shortlist 2017
  Social Media: Community Building / Branded Social Channel
Executive Creative Director: Susan Golkin, Melinda Kanipe 
Art Direction: Soo Min Lee, Justine Pelayo
UX Lead: Michelle Lin 
UX/UI Designer: Soo Min Lee
Copywriter: Chris Chen