See-ming Lee seeming@seeminglee.

com
+1 646 373 9008

AWARDS & RECOGNITION Social Retailing Prada

+ Time Magazine’s Invention of the Year
+ Patent-Pending
+ BBC, CBC, CNet, CNN, International Herald Tribune,
New York Times, Red Herring, Reuters, USA Today,
Washington Post and Yahoo! press coverage
Light to Unite 2006
+ WWW Health Award Silver
+ Step Magazine Best of Web
+ WMA Web Awards Outstanding Website
Project Rebirth
+ One Show Interactive Merit Award
+ Omni Intermedia Awards, Bronze Winner
+ Graphis Interactive Annual
+ WMA Web Awards Best Non-Profit Website
+ Communication Arts Site of the Week
+ Forbes, Business Week, Vanity Fair, The Associated
Press, Executive Technology, CRN, Stores, iMarketing
News, VAR Business and Entertainment Design press
coverage
EMI Music Publishing
+ One Show Interactive Corporate Image
B2B Website Merit Award
Reyataz SoundJam
+ WMA Web Awards Outstanding Website
MasterCard Weekends Matter
+ WMA Web Awards: Best Financial Services Rich Media
Online Campaign
+ New York Festivals: Finalist
+ Media Magazine Creative Media Awards

Duplexlab.com Regus Group

+ Graphis Interactive Annual + WMA Web Awards: Standard of Excellence

Light to Unite 2005 IconNicholson Holiday Card 2002

+ WMA Web Awards Outstanding Website + One Show Interactive Merit Award

CLIENTS AOL EMI Music Publishing MasterCard Advisors Regus Group

Bank of America Forest Laboratories MasterCard International Songwriters Hall of Fame
Bristol-Myers Squibb Fujifilm McKinsey & Company Wall Street Rarities
British Airways IBM Morgan Stanley WebMD
Chubb Insurance GTE Project Rebirth Yale University
David’s Bridal Lucent Technologies Prada Ziff Davis Media
 Light to Unite 2006 Light to Unite is an annual campaign created by Bristol-
Myers Squibb to raise awareness and funds for HIV/
AGENCY AIDS treatment and prevention in the U.S. The site raises
IconNicholson money by allowing visitors to light a candle. For every
person who completed this simple act, BMS donated $1
ROLE (up to $100,000) to the National AIDS Fund.
+ Art Direction / Lead
+ Interaction Design The site also allows visitors to read stories about the
epidemic, share their own stories and increase the
impact of BMS’s contribution by making additional
donations to the cause.
SML Portfolio 2008
During the roughly 7-week campaign which started on
World AIDS Day, more than 1.8 million candles were
lit – which is all the more impressive when you realize
that the majority of the site’s traffic came from word-of-
mouth and not paid media.
Awards & Recognitions
+ WWW Health Award Silver
+ Step Magazine Best of Web
+ WMA Web Awards Outstanding Website
 Social RetailingSM Nanette Lepore came to IconNicholson because she
needed to reach out to a younger audience. Her new
AGENCY line was coming out and was going to be premiered at
IconNicholson the Bloomingdale’s flagship store in New York.
ROLE The solution was Social Retailing, which was first
+ Concept unveiled at National Retail Federation’s (NRF) BIG show
+ Interaction Design in 2007.
+ Aura Design
An interactive mirror outfitted with a webcam sends live
video feed of the customers’ in-store experience across
the Web. Friends on the Web can send messages and
clothing suggestion to the customers. Customers can
also try on outfits virtually using the mirror.
Awards & Recognitions
+ Time Magazine’s Invention of the Year
+ Patent-Pending
+ BBC, CBC, CNet, CNN, International Herald Tribune,
New York Times, Red Herring, Reuters, USA Today,
Washington Post and Yahoo! press coverage

102 in
79 in
76 in

36 in

Billboard MirrorMirror

43
in
in
MirrorMirror 102

46” lcd touch screen in

76
1080 × 1920
1920 × 4320 in
51
SML Portfolio 2008

1080 × 1920
in
25

Aura
17” lcd
1280 × 1024
 Project Rebirth Project Rebirth provides real time access to ongoing
World Trade Center reconstruction activities and events
AGENCY
IconNicholson My role in this project was to design the interaction
and to develop the XML-driven timeline which delivers
ROLE fluid viewing of time-lapse footage captured by six,
+ Art Direction 35mm time-lapse cameras positioned by Project Rebirth
+ Interaction Design around the World Trade Center site. It incorporated what
+ Flash Development / AS2 would ultimately be ten years of film footage without
inundating visitors and yet communicated the passage
of substantial amounts of time.
SML Portfolio 2008
On average, visitors are staying on the site 19 minutes,
which is significant in comparison to Internet-wide stays
at sites with similar content. Interestingly, international
users comprise 30% of all visitors
Awards & Recognitions
+ One Show Interactive Merit Award
+ Communication Arts’ Design Interact Site of the Week
+ Omni Intermedia Awards, Bronze Winner
+ Graphis Interactive Annual
+ WMA Web Awards Best Non-Profit Website
 Prada
AGENCY
IconNicholson
ROLE
+ Wireless RFID-enabled
Staff Device Development
+ Intranet Development
+ Website Interaction Design
& Interactive Prototype
SML Portfolio 2008
To realize Prada’s vision for a new shopping experience, I was involved in the development of the wireless
IconNicholson was engaged in a unique collaboration to Staff Device that is RFID-enabled and that allows sales
lead the development of the new Manhattan store – the associates to check inventory in real-time, maximizing
first of its kind. the time they spend with customers. I also developed
the PradaIntranet and created interactive prototypes of
Working in partnership with renowned architect Rem the Web experience.
Koolhaas, AMO and IDEO, our team was involved from
early on to design, develop and integrate the systems Honors & Recognitions
that form the store’s technical backbone and the + Forbes, Business Week, Vanity Fair, The Associated
foundation for enhancing the customer experience. Press, Executive Technology, CRN, Stores, iMarketing
News, VAR Business and Entertainment Design.
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 Reyataz SoundJam Bristol-Myers Squibb approached IconNicholson to Awards & Recognitions
create rich media advertising units and landing pages + WMA Web Awards Outstanding Website
AGENCY to go with the “Fight HIV Your Way” ad campaign for
IconNicholson Reyataz, an HIV/AIDS medication.

ROLE The result was Reyataz SoundJam, an expandable

+ Art Direction / Lead EyeBlaster unit that invites visitors to create their own
+ Interaction Design beat mix using words, special effects and music loops.
+ Flash Development / AS2 The audible repetition of the brand name resulted in
strong brand recall in our usability studies.
SML Portfolio 2008
 Regus Group Regus Group is the world’s largest provider of workplace After the initial U.S. launch, both the rate of customer
solutions, offering offices, meeting rooms and virtual inquiries, and of conversion of those inquiries into sales,
AGENCY offices across 400 cities in 70 countries. The group increased by percentages in the double digits.
IconNicholson comprises of three brand sites: Regus, Stratis and HQ.
Awards & Recognitions
ROLE The goal of the redesign was to align corporate branding, + WMA Web Awards: Standard of Excellence
+ Art Direction / Lead increase customers and revenues, and to create a
consistent user experience across all sites.
SML Portfolio 2008
 EMI Music Publishing EMI Music Publishing is the largest music publisher in Awards & Recognition
the world. In 2003, the company sought a new business- + One Show Interactive Corporate Image
AGENCY to-business site that to allow EMI-MP to build a two-way B2B Website Merit Award
IconNicholson relationship with its customers.

ROLE IconNicholson delivered a site that is intuitive to

+ Art Direction / Lead navigate, rich in content and functionality, and reflects
EMI Music Publishing’s culture: hip and creative, but
always professional and attentive to the bottom line.
SML Portfolio 2008
 iClassics iClassics.com is a unit of Universal Music and an
e-Commerce business focused on classical music. The
AGENCY Web site features content from diverse global labels like
IconNicholson Universal, EMI, Sony, BMG, Harmonia-Mundi and Telarc.

ROLE IconNicholson developed a new global brand identity

+ Art Direction / Lead and redesigned the U.S.-only Web site.
SML Portfolio 2008
 MasterCard Advisors MasterCard Advisors, the professional services arm of the portal. We assembled sample application screens
Application UI Guide MasterCard Worldwide, approached IconNicholson to and sample report types using the library of modules
design the user interface for PortfolioAnalytics, a secure developed. A user interface system was developed and
AGENCY business intelligence portal which provides financial a corresponding style guide was delivered which helped
IconNicholson institutions real-time access to critical information the client’s technology team to build the system.
that will help them optimize the performance of their
ROLE payment card programs.
+ Art Direction / Lead
We worked collaboratively with the client to come up
with standard module types that can be used across

Style Guide
Product Logos

Sample Application
SML Portfolio 2008
 Bank of America Bank of America sought to unify their internal securities
Application UI Guide applications in preparation for offering them to external,
institutional clients.
AGENCY
IconNicholson After establishing project principles with corporate
brand marketing and technology teams, we developed
ROLE a survey for application owners to identify the needs,
+ Art Direction / Lead approaches and challenges. Based on the responses
and review of select applications, we created a user
interface style guide containing standards for key design
components, as well as a sample application that
illustrates the applied design in use.
The interface guide is currently in use by diverse teams
of developers to update existing applications and to
produce new applications that are both user-friendly and
consistent in design and brand. In its first year, the user
interface guide was applied to over 40 applications. By
delivering the guide in HTML-format, we provided a living
asset that can continue to grow and be refined.

Application UI Guide User Interface Specification Sample Screens

SML Portfolio 2008