TATA DAEWOO MOBILITY
Automobile
BI Visual System · Emblem · Decal
2025A CI and Visual System renewal project supporting TATA Daewoo Mobility's transition toward Future Mobility. The goal was to evolve a brand historically anchored in commercial vehicles into a system that could scale across the full mobility landscape. The existing BI's three-line element was carried forward and modernized across both the Korean and English wordmarks, while a graphic motif built from the initial "T" expressed the "Empower Your Journey" identity — visualizing the brand's core value of moving forward alongside its customers. Ahead of the company's EV launch, the emblem, decals, and brand colors were renewed in parallel, and a unified guideline was established to ensure operational efficiency and brand consistency. The new system was unveiled in late 2024 to mark the company's 30th anniversary, and its success led to a follow-on Visual System renewal commission from parent company Tata Motors in India.
KB Kookmin Card × Mastercard
Finance
BI · Card Design System
2025
A BI and card design system project developed to strengthen KB Kookmin Card's product-brand competitiveness. The goal was to consolidate previously scattered product-brand assets, amplify brand presence, and expand customer engagement and acquisition. The resulting identity system spans three categories — the all-rounder "ALL," the lifestyle-oriented "YOU," and the consumption-focused "NEED." Guided by three core keywords — aesthetic appeal, convenience, and customizable variety — three visual concepts were established: Simple & Chic, Modern & Basic, and Lively & Diverse. These informed more than twenty card designs and a detailed guideline system. The "ALL · YOU · NEED" campaign — composed of teasers, a brand reveal film, and product-specific ads — has reached a cumulative 30 million views as of April 2025.
Kyowon Group
Hospitality
BI Visual System
2025
A BI and Visual System development project for "POIESIS," a private, high-end VIP facility under development by Kyowon Group in Yangpyeong, Gyeonggi-do. The goal was to translate Kyowon Group's philosophy of lifelong connection into the concept of a "meeting gateway," creating a refined brand experience worthy of a space designed by renowned Korean landscape architect Jung Young-sun and home to works by Daniel Arsham. The English spelling "POIESIS" was retained while ensuring it reads naturally as "POISIS" in Korean: a symbol interlocking two facing lowercase "e"s captures the moment an encounter becomes a lasting connection, and only the "E" in the wordmark is rendered in an inverted lowercase form — balancing legibility with aesthetic refinement. The integrated Visual System — spanning symbol, wordmark, color, typography, pictograms, and patterns — was approved by the client on its first presentation, and POIESIS will open to a select group of members after its completion in 2026.
Squeeze Brewery
Beverage
BI · Package Design System
2024
A BI and package design system project for "SETZ," the apple cider brand by craft brewery Squeeze Brewery. Targeting consumers aged 20 to 35 who value a personalized drinking experience, the project set out to introduce a brand that adds rhythm to everyday moments through the concept "Set My Day, Set My Mood, Set My Drink." The meaning of "set" and the fricative "z" at its end evoke the crispness of carbonation, while a custom serif with heightened weight contrast and a fountain symbol convey refreshment and ease. Moving away from conventional fruit imagery, the packaging system uses an apple-shaped frame, a radial comb pattern, partially exposed aluminum on the can, and a dual palette — red, white, and silver for digital channels, and green, white, and gold for offline — to drive channel-specific recognition and purchase, with a structure built to extend to additional fruit lines. The design launched in 2024 as the SETZ apple cider can.
LG Electronics
Electronics
Brand Playbook · Email Newsletter
2024 - 2025
A roughly two-year project to embed LG Electronics' newly reestablished 2024 brand identity into the daily work and mindset of its employees. The goal was to raise both organization-wide understanding of the new brand system and the ability to put it into practice, built around an "Understand–Believe–Live" three-step framework. The Brand Playbook was structured in two parts: an Intro capturing the brand promise, mission, and core values in an immediately readable form, and a Function section offering definitions, checklists, and real-world examples for 19 job functions — together forming a ready-to-use toolkit. The monthly newsletter "B.I.T.E" kept employees engaged by consistently sharing cases from headquarters, overseas subsidiaries, and external references. As a result, LG Electronics re-entered Interbrand's Top 100 Best Global Brands in 2024.
Geniant
Medtech
BI Visual System
2025
A BI and Visual System development project for "geniant," KohYoung Technology's medical robotics brand. The goal was to establish a Medtech brand experience where technology and human-centered values coexist in harmony, guided by the brand's mission to reduce the complexity and anxiety of surgery and deliver a more trustworthy experience for both medical professionals and patients. The circle — carrying the meanings of completeness, infinity, harmony, balance, vitality, and sustainability — was adopted as the core symbol, structuring the initial "g" as two interlocking loops, with a circular motif placed at the upper left to add a warm, emotional quality. The motion of the lower loop rotating around the upper loop quietly evokes the precision of neurosurgery, mirroring the character of geniant's first product, geniant Cranial — a surgical robot for the brain. Built on this symbol system, an integrated BI Visual System — encompassing logo, color palette, typography, and motion guidelines — was designed to scale consistently across product, digital, and spatial touchpoints. It launched in 2024 alongside geniant Cranial and is now applied in active clinical settings.
Kyungdong
Energy
CI Visual System, Brand Kit
2025
A renewal of the integrated CI Visual System representing Kyungdong's five companies — Kyungdong One, Kyungdong Navien, Kyungdong Everun, Kyungdong Polyum, and Kyungdong TS (collectively "KD"). The goal was to diagnose the limitations of the existing graphic motif and color system, and rebuild them into a form optimized for every online and offline touchpoint. Designed to bridge into a larger CI overhaul to come, the project re-established the graphic motif and color framework as a system that minimizes variation across media and enables consistent application. In parallel, an employee brand kit applying the renewed system was developed to give KD's new slogan "Optimize Around You" a tangible, everyday presence. The work was deployed first across KD's most customer-facing channels — its apps and websites.
TATA MOTORS
Automobile
CI Visual System, Motion Identity
2025
A CI Visual System and Motion Identity development project for TATA Motors Commercial Vehicles, the commercial vehicle business that emerged as one of three independent companies through the 2023 demerger of India's Tata Motors. The goal was to establish a clear visual identity for the newly spun-off brand at the moment of its standalone launch. Built around the brand's newly defined archetype "Magician," its identity system, and the slogan "Better Always," the CI Visual System and Motion Identity were designed to carry a single, coherent tone across both static and motion assets. Mid-project, an on-site workshop at the Indian headquarters laid the foundation for the brand's Imagery Principle, raising both organization-wide understanding of the new system and the ability to put it into practice. The work made its public debut across the booth at Bharat Mobility Global Expo in January 2025.
AI Point of View: South Korea
Editorial
Title Sequences, Motion Graphics
2024A South Korea edition of "The AI Point of View," an audiovisual series that reinterprets major global cities through the lens of artificial intelligence — produced in collaboration with creative collective Compound Collective. The team contributed the intro and outro films, along with select motion graphics. The series set out to step outside the conventions of tourism imagery and visualize Korea's beauty as something more abstract — the way AI perceives and reconstructs it. While the main film used generative AI tools — Midjourney, DALL·E, Runway, and Stable Diffusion — as its core visual engine, combined with 3D rendering, 2D motion graphics, and compositing, the team's intro took a different path: algorithmic image processing built in Processing, giving the opening a distinct visual register from the series' main body. The film was submitted to D&AD 2024 and reached domestic and international audiences through coverage on JTBC News and a feature on a global-trends YouTube channel with roughly 450,000 subscribers.
Greenpeace
Nonprofit
Exhibition Design, UI/UX
2021
A digital campaign project for "I, Us, and the Earth," produced for the 50th anniversary of the international environmental organization Greenpeace — encompassing exhibition design, poster, and interactive kiosk UI/UX. Built around five media installations, the campaign set out to convey the urgency of the climate crisis to the public and to channel individual response into a collective message addressed to governments and corporations. To bind the installations under a single campaign voice, an integrated visual language was developed, using white to signal the repercussions of environmental damage and green to signal the possibility of progress. The campaign's interactive engine, "Green Wave," invited visitors to create their own avatar at a kiosk and choose a message addressed to governments and corporations; their avatar then appeared instantly on the large screen beside it, joining a growing wave of public demands. As more visitors joined in, the on-screen wave grew with them — making visible the very form of collective action the campaign was built to invite.
My Workspace
Coworking
Digital Branding, UI/UX
2022
A UI/UX development project for "PresentationOS," a custom digital product built to digitize the sales process across the four locations of coworking brand My Workspace. The goal was to lift both sales efficiency and brand experience by giving prospective tenants and on-site staff a single, intuitive view of vacancy status, capacity per space, building exteriors, and floor plans during consultations and tours. The four buildings — exteriors, interior layouts, and individual spaces — were modeled in detail in 3D, and an iOS presentation app connected to real-time vacancy and capacity data was built as the core product. A new official website was redesigned in the same visual language so that the screen shown by a sales rep on tour and the page a customer lands on at home form one continuous system. PresentationOS now operates as both a frontline sales instrument and the visual core of My Workspace's brand expression.
Expereince the live site
hndl
Photo App
BI Visual System, UI/UX, Filter Templates
2018
A BI Visual System, UI/UX, and filter template development project for "hndl," a mobile camera app that turns designer-made posters into camera filters. The project set out to extend poster culture into mobile — offering designers a platform to showcase "animated posters," and giving Millennial and Gen Z users an effortless way to make posters of their own. The brand symbol takes the silhouette of an upside-down "V" — a nod to the peace gesture seen in selfies — and extends into a character system of varied expressions and poses, while "RGB Cyan," a hue that fully resolves only on screens, was chosen as the primary brand color to embed the print-to-digital transition into the color itself. With no signup required, users pick a poster filter, swipe through its variations, and save their favorite frame. The app launched on iOS and Android in 2018, and went on to host collaboration collections with Gangnam Art Museum, shoe brand Blue Vine, and influencer Dan Kim, alongside a "PaTI section" of templates created by Paju Typography Institute students in their own visual voices — a working demonstration of the project's mission as a designer-driven poster platform.
In-betweed State
Academic
Book Design
2016
Cannabis — forbidden as an illegal drug in Korea, widely enjoyed as a soft drug abroad and legalized in some regions — sits at the center of this master's thesis project at Basel School of Design, which translates the perceptual gap between two cultures into the very structure of a book. Two parallel narratives sit within a single volume: the outer pages hold a black-and-white monologue drawn from interviews on Korean perceptions of cannabis, while the inner pages, sealed inside French folds, hold a color graphic novel of cannabis encounters in the United States. To reach the inner story, the reader must take a knife to the perforations, and once a page is torn it cannot be resealed — embedding in the book's materiality the irreversibility of the substance itself: it can only be known by smoking it, and once smoked, there is no returning to the moment before. As the pages open up, the book transforms — from black-and-white to color, from French folding to perfect binding, from monolingual to bilingual — letting the object stage the moment a lived experience changes the identity of the one who has passed through it. The work was presented at "Next Generation," the master's thesis exhibition at Basel School of Design.
JIFF
100 Films 100 Posters
Posters
2024, 2020, 2018, 2017, 2015A series of poster contributions to "100 Films, 100 Posters," a festival hosted by the Jeonju International Film Festival (JIFF) and curated by GRAPHIC magazine since 2015. Each year, 100 graphic designers reinterpret 100 of the festival's selected films as single-sheet posters — an occasion deliberately set apart from the conventions of commercial movie posters, where imagination and experimentation are encouraged and the poster is asked to do more than carry information: to redefine a film's identity. The exercise has been a chance to step outside the rhythm of commercial work and try to compress an entire film into a single visual line of thought. Five posters across 2015, 2017, 2018, 2020, and 2024 reinterpret Hookers on Davie, A Courtesan with Flowered Skin, The Return, Corniche Kennedy, and Anne at 1,300ft.
BB2: From Bremen to Basel
Self-Initiated
Book
2018A field-research project — and the book that documents it — produced as part of "Design on the Road," a recurring program at Paju Typography Institute (PaTI). The journey moved through three cities in Germany and Switzerland, looking closely at the microcosm of independent publishing through encounters made outside the classroom. The work unfolded along three threads — interviews, workshops, and art book fairs — gathering perspectives from self-publishers, independent bookstore owners, members of collective book projects, writers, artist book collectors, and book fair hosts. The accumulated material was later regrouped under 12 keywords and bound into a single volume. What began as a survey of the independent publishing scene ended up asking a different question: what a book can be, and what might lie beyond it.
BB: From Basel to Bauhaus
Academic
Book
2014
A ten-day journey from Basel to Bauhaus, following the lineage of modern typography. Produced with fellow PaTI students as the first edition of "Design on the Road," a recurring program at Paju Typography Institute (PaTI). Encounters with people, design studios, workshops, lectures, museum tours, and archives — sitting closely or loosely around modern typography — were gathered into 319 photographs and 63 essays in a single volume. The journey would later continue in a second edition, BB2: From Bremen to Basel.