2026  
branding identity

Dia Art Foundation is a nonprofit institution founded in 1974. It supports ambitious, long-term art projects from the 1960s to the present.

Dia's legacy is strong, but its identity needed to speak more clearly across multiple sites, audiences, and platforms. The rebrand was driven by the need to unify a geographically dispersed institution — connecting each distinct location under one coherent voice, while preserving what makes each site unique. It also positions Dia for both physical and digital contexts today.

The process began with research into Dia's history, mission, and artist-centered values. From this, five core concepts emerged as the foundation of the new identity: space, duration, site, perception, and presence. These principles shaped a flexible visual system — one that unifies all branches while staying true to Dia's long-term, site-based, 
and experiential approach to art.

2026  
genrative web design

Net-work Ecology explores how people, environments, technologies, and information are connected through constantly changing networks. Rather than viewing each element independently, the project understands them as part of an interdependent system in which every interaction creates new relationships, movements, and forms of exchange.

The project was developed as a website for Artist Web Projects, one of Dia Art Foundation’s digital programs. Designed as an archive of existing web-based artworks, the website reflects the historical period in which many of the works were originally created. Visual elements inspired by early-2000s web design are used to connect the interface to the technological and cultural context of the archive. Through this approach, the network is presented as a living ecology—adaptive, collective, and continuously evolving.

2025  
branding identity+printing

ARC/LA is a civic branding project that reimagines architectural preservation in Los Angeles as a shared, participatory experience rather than a top-down process. Rather than centering the initiative around a single institution or landmark, the project proposes a decentralized platform model, partnering with existing LA architecture institutions to distribute preservation efforts across neighborhoods. The identity system was designed to hold this flexibility: a visual language that stays recognizably unified while adapting to different community contexts, deliverables, and voices. The project spans a full visual identity system, editorial publications, environmental graphics, and participatory neighborhood programs, treating design as a tool for making civic infrastructure more open and accessible to the public.

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.

2025  
font design

Donuts is a custom display typeface inspired by the visual language of farmers’ market signage. Beginning with hand-drawn calligraphy and later developed digitally in Glyphs, the project focuses on translating the warmth and irregular charm of handmade letterforms into a cohesive typographic system. Soft, approachable, and slightly nostalgic, the typeface balances personality with readability while reflecting careful attention to rhythm, spacing, contrast, and form. The process deepened my understanding of type construction and allowed me to explore typography as both a functional system and an expressive design medium.