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Yeonhui Hoegwan, operated by Urbanplay, is a cooking lounge and creative space for food and beverage content creators. The focus of the project was not on producing a single piece of content, but on building a system that would enable the space to create and manage content continuously and efficiently. We defined the roles and structure of different content categories and developed a reusable content system—including category identities, templates, typography, and color—so that diverse content could remain distinct while still feeling like part of one cohesive brand.

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Built on the products, expertise, and stories of merchants at Suwon Jeongja Market, this project established the foundation for a PB brand designed to compete beyond the traditional market. Rather than designing a package for a single product, we created a brand system that could connect future products under one consistent identity. The name Jeongdam Jadam was developed from the idea of “made with care, made with pride,” reflecting the dedication and confidence of the merchants behind each product. Local references to Suwon and Jeongja Market were translated into a distinctive visual language using expressive brush textures, balancing a clear sense of origin with the presence of an independent product brand. The result is a scalable brand system designed to support future product development and expansion across both online and offline distribution channels.

StudyPass is a professional education brand for candidates preparing for MBA admissions. Rather than simply creating the look of an academy, we focused on building a brand that students could trust with an important career transition. We believed the brand needed to convey the attitude of a reliable expert—one that could guide students systematically and stay with them throughout a long preparation process. To achieve this, we defined the logo, color palette, graphic elements, and application principles across both online and offline touchpoints, including the website, print materials, and consultation tools. The result is a consistent visual system and design guideline that reinforces StudyPass’s professionalism and stability across every brand experience.

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This proposal design project was developed for Eduaid, a B2B employee benefits platform providing corporate welfare services. The platform’s complex features and extensive partner benefits were restructured from the perspective of HR decision-makers, creating a proposal framework that clearly communicates the need for adoption and its expected impact. Centered on the core message, “The Beginning of a Happier Workplace,” the platform’s functions were translated into tangible value for both organizations and employees, with a clear hierarchy of information and messaging throughout the proposal. Digital formats for tablets and PCs prioritized readability and intuitive navigation, while printed materials for in-person meetings were designed to convey the credibility and weight expected of a corporate service. Moving beyond a feature-led introduction, the project established a persuasive proposal system that clearly communicates how employee benefits can create meaningful change for both companies and their people.

This brand renewal project was developed for a 14-year-old marketing company led by two co-founders. Through in-depth interviews, we examined the company’s origins, long-standing ways of working, and approach to clients and projects, translating the principles accumulated through each founder’s experience into one shared brand language. Ideas and values that had become dispersed throughout years of growth were structured into clear brand messages and principles, then extended across the visual identity and website. Rather than imposing a new image, the project uncovered the principles that had already been driving the company and transformed them into a coherent brand system designed for consistent use and future growth.

This integrated design project established the overall brand experience for Yangchi, a dental information platform, spanning brand strategy, app UX/UI, graphic illustration, design systems, and its IR deck. To make dental and oral health information—often perceived as complex or intimidating—easier to understand and navigate, we designed the information architecture and interface alongside a visual language that balances approachability with credibility. A cohesive design system was developed to ensure the brand’s informative and considerate character remained consistent across the app and wider communication touchpoints. Based on the brand strategy, we also restructured the messaging and narrative of the IR deck, connecting the user experience and business story into one coherent brand system that clearly communicates both Yangchi’s value to users and its potential for growth.

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LG Academy commissioned a 10-part newsletter series designed for its employees. Even strong content can easily be overlooked when the way it is presented is not carefully structured. The focus of this project was not simply to make the leadership and management insights of 10 global leaders visually appealing, but to transform them into content that employees would naturally want to engage with. Building on LG Group’s established brand identity, we developed a distinctive sub-branding system for the newsletter and organized complex information through editorial layouts and infographics. The result turned management insights from formal reports into clear, engaging content designed to be read.

We’re organizing the drawer!

We’re organizing the drawer!

A leadership journal designed for an executive leadership development program at Samsung Engineering. Moving beyond the conventional, text-heavy format of educational materials, the project focused on restructuring the content and establishing a clear information hierarchy to communicate key leadership concepts with greater clarity and engagement. The educational content was distilled and organized to create a more intuitive reading flow, while a restrained layout and editorial system tailored to an executive audience enhanced both the focus and usability of the learning experience.

We’re organizing the drawer!

We’re organizing the drawer!