The project is an egg cookie branding, inspired by a Japanese company, which uses a unique strategy of saying “thanks” to the cookie, treating it as a living being. Based on an experiment that has proved how insects live longer in good (word) breath filled plastic bag than bad breath, the company believes in and suggests the power of positive words. I have created the name “Thanks” since it is the main concept of the brand, and also it makes people inevitable to say the word “thanks” regarding the cookie. Then, for the brand identity, I made the logo to look like an egg shape with circular forms of the typography and the shape. Also, I included a speech bubble as a secondary visual identity for the brand is closely related to the matter of language. The speech bubble sometimes contains various hand-written words “thanks” to represent the quantity of the word, and sometimes, is used as delivering other messages for the customers. For the packaging, I made three different boxes aiming for different age groups of the customers. First, the big box is for older group; it consists in-depth explanation of the brand. Second, the medium size box is for young adults or teens; it is a post card size box that encourages people to send warm thankful words to others. They can write on the box and use it as a gift. Finally, the smallest box is for kids; it has playful aspect of hidden stickers inside. The letter stickers consisting the letters of “thanks” and Japanese emoticon faced stickers are mixed, and once one collect all the letters for “thanks” he or she can get a free box of the cookie. This event is a fun advertisement, at the same time letting children learn the good word, “thanks.” In addition, for the advertisement, I have made not only the motion but also the lyrics of the song. I sang the song myself with my converted voice and embedded it as the background music.
I published an artist book gathering my four years of daily devotionals and bible studies. (I wrote the whole content and also photographed all the images.)
The design of this book is based on three kinds of main ideas. First, it goes to the bible story where after Jesus gets crucified, the soldiers reaps of His clothes and casts lots for it; I used torn linens to represent the parts of Jesus's garment in each page for background. Sequentially, the pieces get sewed to each other and later on become whole again implying Jesus Christ's resurrection and saving the world. In addition, the black and white contrast shows darkness of the world compared to the light from God; gradually, the black book turns into white. Moreover, I made this book with these plain rather poor ingredients because Jesus Christ although he was a king was born in a manger and rode a donkey, which was not fancy at all. Therefore, I wanted make the piece quiet, but powerful.
The thread of each page implies each day of daily devotional instead of page numbers and it connects to the other pages as long as they are all in same day. Also, the stage (chapter) pages features the book's page itself as an image, becoming page inside the page, which plays with the idea of letting the readers look at oneself in a third point of view. The page inside the page shows the status of a reader's mind and spiritual status in certain stage.
Lastly, the title 0+1=100 means that with God who is 1, even if we have or are 0, we can be whole as 100; we can achieve a perfect peace and satisfaction.
Resurrection of an old brand called "Merry Go Round." After researching an extinct brand, I created a new brand identity and a poster.
The new identity shows how the brand can adjust to diverse movements and stylistic preference changes of customers while maintaining the special brand uniqueness, which are the aspects they had lacked before. The typeface is made out of fragments of letters based on circular divisions conveying the idea of movements similar to the style of divisionism and futurism. Also, some letters contain a unique serif-like shape that resembles a person’s leg and foot, which looks like either walking movements or fashion model postures. Together with the visual identity, the poster implies “from old to new” in the contrasting images of black and white to color.
The piece is designed to portray the beauty captured from the story “Without Colors” in the book Cosmicomics by Italo Calvino. Celebrating his gorgeous language, the movie captures some of the moments in the story highlighting the beauty of color itself compared with the period when no color existed on earth.
I developed my photograph works into magazine spreads and a movie poster.
To advertise Urban Remedy's juice cleanse, I created an event called "Hidden Remedy Quest." Based on the research, I related Urban Remedy's juice cleanse to the novel Secret Garden because both of them focused on the healing power of nature. This secretive event is to be discovered by the customers who would collect the clues found on the juice bottles; this concept is analogous to the novel's theme. The clues of the event encourage people to drink more juice cleanse, and the event and prizes which are found in organic markets promote healthier life, which goes back to the purpose of Urban Remedy.
The project was to create a graphic identity and open a potential museum exhibition of two listed designers after research. In addition, I was to design a unique museum catalog of this exhibition, which carries the relevant concepts of the artists’ works. The works of photographer Wolfgang Tillmans and graphic design group Experimental Jetset both seemed to show a new perception via absence. First, I created a typographic graphic identity to show absence. Some of the strokes of the letters were turned into dots, but they were still readable and made sense. After showing the absence through dots, the dots created new lines that became a new perception.
The basement tape complete uncovers numerous recordings that Dylan and his band made in the basement. The idea of revelation of the music is shown through the concept of removing dirt in the window in the poster; it makes Bob’s basement more visible. To depict the atmosphere of a basement, I wrote Dylan’s name with my fingers on an actual dusty window and took pictures of it and used it as the main typography. Moreover, the original photos used in the back of the window adds the sense of realism since they are rare photographs actually took during the basement tape recording sessions.
A book cover design. "Forever" is a book by Pete Hamill; it is a story about a man who is cursed to live eternally as long as he stays in the island of Manhattan. The book carries the history of New York since the ancient times to nowadays through the eyes of one man; infinite periods of time passes, but the man lives on. I used the circular clock as the main design element to represent the eternal time.
Redesign Project: Film Forum's Repertory Calendar. (Movie Information) Film Forum (theater) that I visited had both an ancient and classic feeling, which led me to imagine clock calendars used in the ancient times. The project was to use just one kind of typeface and no images; I picked ITC Garamond. Since the original calendars had only four months, I organized August-September on the front and October-November on the back page of the calendar. I used the Roman numerals for the numbers. Then, in the outer bigger clock, I put August and October and left-aligned every type. In the inner clock, I put the other months and right-aligned every type. (I indicated this information on the first page above the title using long and short clock handles and arrows.) Depending on how long (days) the movie is played in the theater, the width of fan shape (sector) changes. The smaller circles separately located on the bottom are special features of the corresponding months. Also, other information such as donations and membership benefits are written on the left of the back page. It resembles how the titles and author's names appear at the ending part of movies. The whole design and the new organization are not only improved in the form but also have better function that helps readers to easily find the desired month and date at once.