Yujin Lee Strategic Designer
Creatively seeking to build meaningful experiences through imaginative and subtly unexpected elements. 

Education | University of Southern California, BFA Design + Consumer Behavior Marketing, Dec 2025
Email | yhlee@usc.edu
Instagram | @yujin___work

04 PALM + PEN

BRAND IDENTITY

BRAND IDEATION + APPLICATION
SPRING 2024 Concept ideation for an art collective in Palm Springs, CA. As part of a new prospective town in the area, Palm + Pen will be stationery and plant shop, surrounded by other creative businesses and services. 

Research was heavy on the design scene specific to the location, with strong references to Mid Century Modern and Desert Modernism styles. Fusing contemporary visual styles with those relevant to the Palm Springs history, brand elements of Palm + Pen were created.

The identity entails an overall softness which is found in the curvature of letters in the logo, a pale blue for the primary color, and an abstracted and child-like illustration set.

Introductory statement of what the business offers, detailed on a business card. Brand colors have been labeled, ‘stone’, ‘field’, ‘pool’, ‘dirt’, and ‘night’, as a subtle nod to the commonly found Mid Century Modern homes in Palm Springs.

Illustrations reflect the plant offerings at the store. Designed with a level of abstraction in consideration of targeting a segment of parents with young kids. 

Mini calendars for sale at the shop, also informing customers of the 12 total plants offered by the business. Each card includes the care guidlines for the respective plant.

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Last updated: Dec. 5 2025