Director of 'Gardeners Market'.
Member of Graphic Design Studio 'Kimgarden': kimgarden.kr
I was drawn to Lee's posters due to the balance of chaos/harmony, analogue/digital which evokes the raw nature of markets.
Lee's early edition of her poster is very expressive which ties in with the typography due to the negative space in the letters being coloured in with a crayon. The playful and nostalgic manner in which the illustration is composed communicates botany. You would expect the type for a poster to be bold and high impact, however Lee has chosen a slender and consistent typeface that evokes elegance and balance. The addition of the arrow is reminiscent of the market stalls where the vibrant flowers are sold as well as creating a frame to break the text up.
Developed a typographic grid to increase consistency throughout the poster campaign:
I could find very little information about Lee's justification for the layout, as well as its real purpose, however Lee manages to capture the essence of a gardening market culture by using images inspired by plants and trees. In addition, Lee has chosen to set the universal type in an experimental fashion, taking consideration for creating hierarchy in order to make the most out of the available space. It could be argued that Lee used this abstract typesetting to reflect the natural characteristics of gardening.
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