Seoul has a super exciting mix of historical highlights paired with very current pop-cultural elements. In this work, I tried to combine the area around Haus Nowhere (Gentle Monster) with the staging of Crocs as a top-notch fashion piece, paired with traditional aspects of Korean culture. I was lucky to catch a glimpse of this wonderful city just recently — a truly exciting place with a lot of soul.

Neoul refers to the largest and most powerful wave in Korean. It is expressed as a form that rises broadly and prominently, reflecting the fluid nature of water with its ambiguous boundaries. The lettering is designed so that the alphabet appears to merge and separate, echoing this movement. The artwork is based on Korean minhwa.

Abso. represents the “absolute answer for skin through technology.” Its visual identity is built on a perfect circle, symbolizing both the definitive solution and the deep contemplation required to reach it. By consistently utilizing circular motifs, the design strategy reveals new value through the rhythmic repetition of fundamental forms. This minimalist approach highlights Abso.’s commitment to foundational excellence and the transformative power of the basics in skincare.

Abso. represents the “absolute answer for skin through technology.” Its visual identity is built on a perfect circle, symbolizing both the definitive solution and the deep contemplation required to reach it. By consistently utilizing circular motifs, the design strategy reveals new value through the rhythmic repetition of fundamental forms. This minimalist approach highlights Abso.’s commitment to foundational excellence and the transformative power of the basics in skincare.

Abso. represents the “absolute answer for skin through technology.” Its visual identity is built on a perfect circle, symbolizing both the definitive solution and the deep contemplation required to reach it. By consistently utilizing circular motifs, the design strategy reveals new value through the rhythmic repetition of fundamental forms. This minimalist approach highlights Abso.’s commitment to foundational excellence and the transformative power of the basics in skincare.

Visual identity for BIRECTOR, an AI chatbot service. It embodies the value of interaction—where a brand’s ‘direction’ meets customer ‘feedback’ through mutual sincerity. The design uses speech bubble motifs to visualize a shift from one-way commands to open dialogue. By fostering continuous, comfortable communication, the identity symbolizes creative change and human agency, capturing a vision where meaningful interaction leads to a more relaxed and self-directed life.

Visual identity for BIRECTOR, an AI chatbot service. It embodies the value of interaction—where a brand’s ‘direction’ meets customer ‘feedback’ through mutual sincerity. The design uses speech bubble motifs to visualize a shift from one-way commands to open dialogue. By fostering continuous, comfortable communication, the identity symbolizes creative change and human agency, capturing a vision where meaningful interaction leads to a more relaxed and self-directed life.

Visual identity for BIRECTOR, an AI chatbot service. It embodies the value of interaction—where a brand’s ‘direction’ meets customer ‘feedback’ through mutual sincerity. The design uses speech bubble motifs to visualize a shift from one-way commands to open dialogue. By fostering continuous, comfortable communication, the identity symbolizes creative change and human agency, capturing a vision where meaningful interaction leads to a more relaxed and self-directed life.

KYC is a brand for math instructor Kang Young-chan, addressing Korea’s Suneung (CSAT)—the competitive system behind the nation’s rapid growth. KYC acts as a ‘Skip Button’ for students losing interest, providing an efficient path to success. The typography conveys direction and speed, mirroring Kang’s methodology. Recognizing instructors as influencers, the design uses high-visibility merchandise to transform study culture into a motivating experience, sustaining joy throughout the journey.

KYC is a brand for math instructor Kang Young-chan, addressing Korea’s Suneung (CSAT)—the competitive system behind the nation’s rapid growth. KYC acts as a ‘Skip Button’ for students losing interest, providing an efficient path to success. The typography conveys direction and speed, mirroring Kang’s methodology. Recognizing instructors as influencers, the design uses high-visibility merchandise to transform study culture into a motivating experience, sustaining joy throughout the journey.

This is a poster for an event where four speakers respond to questions about Korean film.
The design is inspired by imagery such as intersections, question marks, and exclamation points, and uses hand-drawn lines to create a casual impression.

This poster presents an exhibition showcasing emerging artists centered on the theme of “resonance.”
It visually expresses the concept through spherical forms that merge and separate, interacting with one another.

This catalog presents the works and narratives of four artists centered on the apple. In Korean, “apple” also signifies an apology, embodying both a fruit and an act of acknowledging fault. As seen in stories like Snow White and Adam and Eve, it expands into diverse symbolic narratives. This project visualizes these layered meanings and perspectives with a tone that is both subtly dangerous and alluring.

KYC is a brand for math instructor Kang Young-chan, addressing Korea’s Suneung (CSAT)—the competitive system behind the nation’s rapid growth. KYC acts as a ‘Skip Button’ for students losing interest, providing an efficient path to success. The typography conveys direction and speed, mirroring Kang’s methodology. Recognizing instructors as influencers, the design uses high-visibility merchandise to transform study culture into a motivating experience, sustaining joy throughout the journey.

This work was part of a project I participated in as a member of Listen to the City.

The book examines forms of solidarity among designers and artists within their historical contexts, and is composed of liberation-themed posters by more than 70 designers from around the world, centered in Seoul.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

Developed the brand identity and key visuals for MyK FESTA, a flagship Hallyu event uniting enterprises, institutions, and fans. Based on a logo that visualizes the “contact point” where global audiences gather around K-culture, the design captures the evolving flow of Hallyu through segmented and reconnected forms. Expanding outlines symbolize the growing influence of Korean culture, reflecting the festival’s mission to bridge and amplify cultural impact.

PICL (People’s Club) is a food culture platform by NomoreLeft, launched to reposition the brand beyond its “imperfect produce” roots. Inspired by pickles uniting diverse ingredients, it promotes food culture through recipes and dining tips. Avoiding literal cucumber graphics, the design uses pickle jars and tableware as motifs to emphasize the act of sharing and enjoying meals. PICL symbolizes communal joy and growth, establishing a vibrant space where food is celebrated as a shared culture.

PICL (People’s Club) is a food culture platform by NomoreLeft, launched to reposition the brand beyond its “imperfect produce” roots. Inspired by pickles uniting diverse ingredients, it promotes food culture through recipes and dining tips. Avoiding literal cucumber graphics, the design uses pickle jars and tableware as motifs to emphasize the act of sharing and enjoying meals. PICL symbolizes communal joy and growth, establishing a vibrant space where food is celebrated as a shared culture.

This personal poster design visualizes a chaotic state of mind overwhelmed by a whirlpool of thoughts and worries. Through overlapping typography and irregular graphical elements, it represents mental clutter and the complexity of the inner self. The composition captures the restless energy of introspection, translating abstract psychological states into a tangible visual experience.