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business innovation case that introduced Korea’s first hotel-operated, wedding-specialized business model, transforming outdated convention facilities into high-value assets through a newly designed packaged program.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'
KAIST ART & SCIENCE는 대한민국 최초로 대학의 지적 자산을 패션·라이프스타일로 확장한 혁신적인 '브랜드 라이선싱(Brand Licensing)' 전략이다. 1969년 닐 암스트롱의 달 착륙 발자국을 모티프로 하여 KAIST 고유의 '프론티어 정신'을 시각화했다. 'Art & Science'라는 슬로건 아래 이성적 과학 기술과 인문학적 감성을 융합, 대중이 기관의 철학을 일상에서 소비하고 경험하게 만든 가치 중심의 브랜딩 성공 사례다."
KAIST ART & SCIENCE
HANDONG UNIVERSITY는 '미션 스쿨의 인성'과 '과학 메카의 혁신성'을 결합하여, 환동해·태평양 시대를 선도할 '글로컬(Glocal) 인재 양성 요람'으로서의 비전을 시각화한 U.I. 전략 프로젝트다. 영문 'HAN'과 비상하는 갈매기 심볼을 결합하여 젊음, 실험 정신, 그리고 봉사의 가치를 역동적인 조형 언어로 승화시켰다. 이는 캠퍼스 공동체의 '강력한 소속감(Belonging)'을 고취시키는 동시에, 지역 거점을 넘어 세계로 도약하는 대학의 진취적 아이덴티티를 명확히 정립한 성공적인 브랜딩 사례다.
HANDONG UNIVERSITY
COMPANY NEWYORK은 오랜 역사를 지닌 뉴욕제과의 헤리티지를 계승하면서도, 젊은 감각으로 재해석하여 기업 경쟁력을 쇄신한 전략적 리브랜딩(Rebranding) 프로젝트다. '유학 간 연인을 떠올리는 초승달'을 크루아상으로 형상화한 위트 있는 스토리텔링 심볼을 통해 노후화된 이미지를 탈피하고 신세대의 감성적 공감을 이끌어냈다. 특히 사명과 브랜드를 일치시키는 CI·BI 통합 전략을 선도적으로 도입하여, 브랜드 인지도를 강화하고 글로벌 트렌드에 부합하는 일관된 브랜드 정체성을 확립했다.
COMPANY NEWYORK
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