Aimee Lee 

Growing up, I surrounded myself in art, music, and theater. And starting at a young age, these small enjoyments have taught me a valuable skill — keeping in touch with human emotions.

Since then, my childhood experiences have helped me to tap into those human emotions and carefully build meaningful stories as a designer.

My name is Aimee Lee, and I’m a brand designer who focuses on building brand identities and storytelling.

Let’s connect!

Boston University
Advertisement, Art Direction
2016-2019

Currently freelancing. Previously worked at Koto, TBWAChiatDay, TwentyFirstCenturyBrand, and Silk Studio


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Growing up, I surrounded myself in art, music, and theater. And starting at a young age, these small enjoyments have taught me a valuable skill — keeping in touch with human emotions.

Since then, my childhood experiences have helped me to tap into those human emotions and carefully build meaningful stories as a designer.

My name is Aimee Lee, and I’m a self-taught designer who focuses in brand identity and art direction.

Let’s connect!

Boston University
Advertisement, Art Direction
2016-2019

Currently freelancing.
Previously worked at Koto, TBWAChiatDay, TwentyFirstCenturyBrand, Silk Studio, and Design Museum Boston



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Sock
︎



2023

Concept
Brand Identity
Logo Design
Art Direction
Brand Guidelines
Crypto and web3 are often reserved for a closed few: cold and futuristic aesthetics being synonymous with the space. Sock disrupts this by creating a safe and secure app to buy and trade crypto. Where web3 natives and novices can access guidance, news, and every kind of crypto conversation.

Inspired by the playfulness in the name, we built a brand that was accessible, inviting, and warm — a trust-powered and community-driven product for everyone to be part of.

The name Sock is a nod and a wink to the creative ways people store their money — by socking it away in the sock drawer. Our wordmark reflects this idea: socky forms filled with innate approachability. And with a name like Sock, who better represents the brand than our friendly mascot, Toni.

Agency: Koto
Creative Director: Deanna German
Design Director: Daniel Surgeon
Illustrator: ShinHye Lee
Designers: Christina Kwang, Aimee Lee
Wordmark: NaN
Copywriter: Wyatt Turner
Motion Designers: Tomasz Wysocki, Matt Yeomans
Client Executive: Phoebe Roberts

UnderConsideration: Brand New
Creative Review UK

︎︎︎ Full case study

NEXT︎︎︎
Tuesday Oct 5 2021
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