BRAND & IDENTITY
A brand identity (CI) project conceived to elevate Gyeonggi Province’s tourism competitiveness to a global level, selected through a competition that validated its excellence among the jury. The identity visually synthesizes Gyeonggi’s rich and enduring cultural heritage into a distinctive graphic language, by introducing a signature system optimized for sculptural integrity and visibility.
GYEONGGI TOURISM ORGANIZATION
A landmark club identity design project that pioneered Korea’s high-end private membership club culture. The project combines a refined BI system with a carefully zoned spatial strategy—encompassing dining, fitness, and public zones—to materialize luxury cultural codes through space. This sophisticated brand strategy drove outstanding business performance, earning recognition as one of the World’s Top 100 Prestigious Clubs.
SEOUL CITY CLUB
This landmark project mobilized national capabilities to elevate Korean ceramic culture to a global level. The emblem “Shaping the Future with Clay” and the character “Toya” earned high acclaim from the International Academy of Ceramics (IAC), while creative content strategies attracted the largest visitor turnout in the history of world expos.
WORLD CERAMIC EXPOSITION
A business innovation case that introduced Korea’s first hotel-operated, wedding-specialized business model, transforming outdated convention facilities into high-value assets through a newly designed packaged program. By reinterpreting The Chosun Hotel’s distinguished heritage through a Modern Classic concept and an integrated brand experience strategy, the project defined a new generation of high-end wedding culture.
THE WESTIN CHOSUN WEDDING
A brand renewal project that reimagined an aging hotel deli as a sophisticated “Gourmet Boutique,” leading the trend of “Fashionable Food.” Through a retail identity strategy targeting business leaders and global clientele, the project lowered entry barriers to hotel F&B and repositioned the space as a new lifestyle consumption hub. Following the renewal, sales increased by an impressive 250%, making this project a successful business turnaround.
CHOSUN DELI
SK VIEW is SK Construction’s flagship residential brand and a strategic brand repositioning project that moved beyond the former HOMAX identity to introduce the paradigm of Urban Aesthetics. The visual experience of viewing the city skyline through windows was systemized under the slogan “The City Is Beautiful”, supported by a distinctive BIP that elevated the value of residential space.
SK SKY VIEW
PARK VIEW is an iconic project representing Korea’s first-generation high-end mixed-use residential developments, created through a strategic joint venture between SK Construction and POSCO E&C at a prime location in Jeongja-dong. Through a naming strategy that integrates both companies’ brand assets and a dynamic Brand Identity Program (BIP) inspired by the urban skyline, the project set a new benchmark for residential culture.
PARK VIEW
HAZZYS is a strategic brand-launch project by LG Fashion (now LF), conceived to break the post-IMF stagnation of Korea’s domestic market and disrupt the oligopoly of traditional casual (TD) brands. Through the concept “Something New Traditional,” which reinterprets tradition in a contemporary way, and a distinctive naming and storytelling strategy, the brand built a strong fan base among the 25–35 generation.
HAZZYS
BOUTIQUE MONACO is the world’s first “Avant-garde Biz Penthouse,” conceived in the heart of Gangnam for third-generation creative CEOs. Challenging conventional officetel models, it introduced a new high-end lifestyle platform that integrates business with culture and the arts. Notably, it is Korea’s first designer-led integrated development, in which a creative director oversaw the entire process.
BOUTIQUE MONACO
COMPANY NEWYORK is a strategic rebranding project that revitalized corporate competitiveness by preserving the heritage of New York Bakery while reinterpreting it with a youthful sensibility. A witty storytelling symbol—depicting a crescent moon shaped like a croissant, evoking a loved one studying abroad—helped the brand break away from its dated image and resonate emotionally with a new generation.
COMPANY NEWYORK
KAIST Art & Science is Korea’s first innovative brand-licensing strategy to extend a university’s intellectual assets into fashion and lifestyle domains. Inspired by Neil Armstrong’s moon footprint in 1969, the project visually expressed KAIST’s unique frontier spirit. Under the slogan “Art & Science,” it fused rational science and technology with humanistic sensibility.
KAIST ART & SCIENCE
HANDONG UNIVERSITY is a university identity (U.I.) strategy project that visualizes the institution’s vision as a “glocal talent incubator”—combining the character-driven values of a mission school with the spirit of innovation associated with a science and technology hub, positioned to lead the Pan–East Sea and Pacific era. By integrating the English lettermark “HAN” with a soaring seagull symbol, the identity elevates the values of youth and experimentation into a dynamic visual language.
HANDONG UNIVERSITY
This character development project was selected through a strategic competition conducted separately from the CI to drive the success of the 2001 World Ceramic Expo. It was designed to break away from the rigid, institution-led mascot conventions typical of public events. “Toya” served as the Expo’s core brand persona, playing a pivotal role in achieving record-breaking visitor attendance and revenue, and stands as a landmark example of successful character marketing.
CHARACTER 'TOYA'
This is Korea’s first strategic project aimed at exporting Korean residential culture globally.
Based on in-depth anthropological analysis of Gwangju, it defines the “Next-Generation Female CEO” as the core persona driving consumption trends. The project introduces a new high-end category—“Residential-Hotel Complex”—combining international business environments with hotel-level concierge services.
GALLERY 303
The Classic 500 is a high-end residential brand for the top 1% of active seniors, redefining senior living under the concept of “Timeless Prestige.” It replaced mass advertising with a reservation-only VIP showroom and introduced Korea’s first “Housing Curator” system, offering personalized consulting. Planning Korea also launched the exclusive “Four Hundred Club” and implemented cross-marketing with luxury, financial, and medical partners.
THE CLASSIC 500
BRAND / MARKETING
A brand identity (CI) project conceived to elevate Gyeonggi Province’s tourism competitiveness to a global level, selected through a competition that validated its excellence among the jury. The identity visually synthesizes Gyeonggi’s rich and enduring cultural heritage into a distinctive graphic language, by introducing a signature system optimized for sculptural integrity and visibility.
GYEONGGI TOURISM ORGANIZATION
A landmark club identity design project that pioneered Korea’s high-end private membership club culture. The project combines a refined BI system with a carefully zoned spatial strategy—encompassing dining, fitness, and public zones—to materialize luxury cultural codes through space. This sophisticated brand strategy drove outstanding business performance, earning recognition as one of the World’s Top 100 Prestigious Clubs.
SEOUL CITY CLUB
This landmark project mobilized national capabilities to elevate Korean ceramic culture to a global level. The emblem “Shaping the Future with Clay” and the character “Toya” earned high acclaim from the International Academy of Ceramics (IAC), while creative content strategies attracted the largest visitor turnout in the history of world expos.
WORLD CERAMIC EXPOSITION
A business innovation case that introduced Korea’s first hotel-operated, wedding-specialized business model, transforming outdated convention facilities into high-value assets through a newly designed packaged program. By reinterpreting The Chosun Hotel’s distinguished heritage through a Modern Classic concept and an integrated brand experience strategy, the project defined a new generation of high-end wedding culture.
THE WESTIN CHOSUN WEDDING
A brand renewal project that reimagined an aging hotel deli as a sophisticated “Gourmet Boutique,” leading the trend of “Fashionable Food.” Through a retail identity strategy targeting business leaders and global clientele, the project lowered entry barriers to hotel F&B and repositioned the space as a new lifestyle consumption hub. Following the renewal, sales increased by an impressive 250%, making this project a successful business turnaround.
CHOSUN DELI
SK VIEW is SK Construction’s flagship residential brand and a strategic brand repositioning project that moved beyond the former HOMAX identity to introduce the paradigm of Urban Aesthetics. The visual experience of viewing the city skyline through windows was systemized under the slogan “The City Is Beautiful”, supported by a distinctive BIP that elevated the value of residential space.
SK SKY VIEW
This character development project was selected through a strategic competition conducted separately from the CI to drive the success of the 2001 World Ceramic Expo. It was designed to break away from the rigid, institution-led mascot conventions typical of public events. “Toya” served as the Expo’s core brand persona, playing a pivotal role in achieving record-breaking visitor attendance and revenue, and stands as a landmark example of successful character marketing.
CHARACTER 'TOYA'
PARK VIEW is an iconic project representing Korea’s first-generation high-end mixed-use residential developments, created through a strategic joint venture between SK Construction and POSCO E&C at a prime location in Jeongja-dong. Through a naming strategy that integrates both companies’ brand assets and a dynamic Brand Identity Program (BIP) inspired by the urban skyline, the project set a new benchmark for residential culture.
PARK VIEW
HAZZYS is a strategic brand-launch project by LG Fashion (now LF), conceived to break the post-IMF stagnation of Korea’s domestic market and disrupt the oligopoly of traditional casual (TD) brands. Through the concept “Something New Traditional,” which reinterprets tradition in a contemporary way, and a distinctive naming and storytelling strategy, the brand built a strong fan base among the 25–35 generation.
HAZZYS
BOUTIQUE MONACO is the world’s first “Avant-garde Biz Penthouse,” conceived in the heart of Gangnam for third-generation creative CEOs. Challenging conventional officetel models, it introduced a new high-end lifestyle platform that integrates business with culture and the arts. Notably, it is Korea’s first designer-led integrated development, in which a creative director oversaw the entire process.
BOUTIQUE MONACO
COMPANY NEWYORK is a strategic rebranding project that revitalized corporate competitiveness by preserving the heritage of New York Bakery while reinterpreting it with a youthful sensibility. A witty storytelling symbol—depicting a crescent moon shaped like a croissant, evoking a loved one studying abroad—helped the brand break away from its dated image and resonate emotionally with a new generation.
COMPANY NEWYORK
KAIST Art & Science is Korea’s first innovative brand-licensing strategy to extend a university’s intellectual assets into fashion and lifestyle domains. Inspired by Neil Armstrong’s moon footprint in 1969, the project visually expressed KAIST’s unique frontier spirit. Under the slogan “Art & Science,” it fused rational science and technology with humanistic sensibility.
KAIST ART & SCIENCE
HANDONG UNIVERSITY is a university identity (U.I.) strategy project that visualizes the institution’s vision as a “glocal talent incubator”—combining the character-driven values of a mission school with the spirit of innovation associated with a science and technology hub, positioned to lead the Pan–East Sea and Pacific era. By integrating the English lettermark “HAN” with a soaring seagull symbol, the identity elevates the values of youth and experimentation into a dynamic visual language.
HANDONG UNIVERSITY
This is Korea’s first strategic project aimed at exporting Korean residential culture globally.
Based on in-depth anthropological analysis of Gwangju, it defines the “Next-Generation Female CEO” as the core persona driving consumption trends. The project introduces a new high-end category—“Residential-Hotel Complex”—combining international business environments with hotel-level concierge services.
GALLERY 303
The Classic 500 is a high-end residential brand for the top 1% of active seniors, redefining senior living under the concept of “Timeless Prestige.” It replaced mass advertising with a reservation-only VIP showroom and introduced Korea’s first “Housing Curator” system, offering personalized consulting. Planning Korea also launched the exclusive “Four Hundred Club” and implemented cross-marketing with luxury, financial, and medical partners.
THE CLASSIC 500