2025  
branding+printing

A  hypothetical Civic Memory Platform for Architecture and Collective Identity in Los Angeles. ARC/LA offers a structure that mirrors the reality of Los Angeles: decentralized, diverse, and dynamic. As a participatory and connected civic platform, it reflects on the city's architectural memory through stories, print-based tools, and neighborhood activations, turning collective memory into a living archive.

In collaboration with institutions like USC, SCI-Arc, and the MAK Center, ARC/LA also produces a suite of print and digital deliverables, including posters, booklets, memory maps, and an online submission platform. These tools are designed to activate civic storytelling across the city, making the act of archiving both accessible and participatory.

2024 
branding+web design

As part of a conceptual rebranding for the International Documentary Film Festival Amsterdam (IDFA), I developed a new visual identity centered around the theme of “reveal and experience.” Drawing inspiration from the layered truths found in documentary storytelling, I designed a series of interactive posters that allow viewers to uncover hidden messages through motion, layering, or sound. The color palette reflected the city of Amsterdam—moody canal blues, foggy grays, and bold accent tones—while the type system balanced editorial clarity with cinematic energy.

This project extended beyond static visuals. I created generative motion posters using p5.js, designed event-specific graphics (such as director talks and immersive screening programs), and proposed a modular branding system adaptable to both digital and physical spaces. The goal was to honor the complexity of nonfiction film while making space for personal interpretation, curiosity, and emotional engagement.

2024 
branding+packaging

Pura D’or is a California-based haircare brand known for its use of natural, plant-based ingredients. For this project, I developed a full rebranding concept under the name “Soleterra”, meaning “sun + earth,” to better reflect the brand’s earthy roots and holistic values. The new identity focused on themes of renewal, vibrancy, and harmony—infused with a clean, luminous aesthetic that communicates both science and nature.

I redesigned the packaging system with soft, mineral-inspired colors and a custom type treatment to elevate shelf presence while maintaining approachability. Eco-conscious materials, such as bio-based plastics, were explored for the packaging form. Alongside the packaging, I also proposed refreshed brand messaging and product hierarchy, emphasizing wellness, ritual, and personal care. This project allowed me to blend storytelling with visual systems, creating a brand experience that feels both grounded and revitalizing.

2024  
printing+digital media intallation

Ugly Society is a media art exhibition that explores the darker sides of contemporary society through immersive installations. Featuring six internationally renowned artists—Harun Farocki, Wong Ping, Hito Steyerl, Cao Fei, Sungsil Ryu, and Julian Rosefeldt—the exhibition presents critical perspectives on surveillance, capitalism, digital alienation, and cultural fragmentation.

I developed the visual identity of the exhibition, including the exhibition poster and printed catalog. The design reflects the tension between digital aesthetics and raw social commentary, aiming to create a cohesive yet unsettling atmosphere that mirrors the themes of the artworks. Each design element—from typography to layout—was crafted to invite viewers into a provocative, immersive experience.

2023  
printing

This book connects the history of Korean cinema with the fermentation effect of Korea’s iconic food, kimchi. Korea made various history in a short period. Accordingly, the film industry has grown through multiple periods. If we followed mainly the contents of developed countries at first, we are now known to the world based on Korea’s own culture. This process is contained in a book using overlapping and bitmap effects.