Compelling Branding That Captivates and Engages...
Compelling Branding That Captivates and Engages...
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In today’s world of advanced technology, where resources with highly specialized skills and technical knowledge are readily available, the real challenge is to make your vision and voice stand out amidst similar visual frameworks and standardized approaches based on current SEO, KPIs, and templates, while effectively connecting with your audience.
In professional practice, I have focused on applying my expertise to solve real-world challenges. This practical application ensures that my skills have a meaningful impact and effectively address relevant issues.
In academia, I have bridged theory with practice by implementing my professional experiences into teaching. This approach has enriched my students' learning experiences, helping them see the practical relevance of their studies.
In the public sphere, I have been actively initiating community engagement, particularly with K-12 students and their families. By offering fresh perspectives on design and art, I help them appreciate these fields through a broader, interdisciplinary lens.
Through interactions with people across diverse cultures, generations, and perspectives in business, academia, and the public sphere, I have gained valuable insights into effectively engaging audiences with a humane touch that resonates deeply.
Professional Practice
In communication practice, I serve as a pathfinder, providing audiences with a clear and concise map to navigate destinations, directions, and crucial check points. My goal is to not only achieve strategic objectives across diverse audiences and mediums but also to transform them into compelling visual narratives that offer meaningful and extraordinary experiences. This approach reflects my leadership and art direction, integrating creative vision with strategic insights to drive projects forward and empower teams in crafting visual stories that deeply resonate and captivate audiences.
Studio 7/8 Branding for Weekly On-line Course's Discussion + Social Media Campaign
Official Poster and Branding for the 50th Anniversary of the Korean War Commemorationfor U.S. Department of Defense (DoD)
My RoleArt Direction and Branding Design
Among the numerous branding projects I’ve undertaken for various organizations and agencies, the branding initiative for the 50th Anniversary of the Korean War Commemoration for the U.S. Department of Defense stands out as particularly meaningful.
The Korean War, often referred to as the "forgotten war," has left many veterans feeling overlooked. Driven by a desire to honor their sacrifices and bring their voices back into the public eye, I sought to craft a design that conveyed their profound experiences. Unlike typical corporate branding projects, this initiative aimed to capture the full spectrum of emotions experienced by the veterans, translating their stories into a compelling visual narrative. This narrative was manifested across various mediums, including flyers, press kits, signage, publications, and a super graphic that served as a backdrop for the President of the United States’ speech at the event.
The design became the cornerstone of the event’s branding, setting the visual tone for an occasion attended by 5,000-6,000 people. One of the most poignant moments came when I was asked to sign 2,000 posters for veterans. As I met with them and their families, a veteran’s tearful gratitude for making the event memorable for his family underscored the true power of branding. This experience remains a testament to how branding can transcend visual appeal to forge deep, empathetic connections across generations.
Among the numerous branding projects I’ve undertaken for various organizations and agencies, the branding initiative for the 50th Anniversary of the Korean War Commemoration for the U.S. Department of Defense stands out as particularly meaningful.
The Korean War, often referred to as the "forgotten war," has left many veterans feeling overlooked. Driven by a desire to honor their sacrifices and bring their voices back into the public eye, I sought to craft a design that conveyed their profound experiences. Unlike typical corporate branding projects, this initiative aimed to capture the full spectrum of emotions experienced by the veterans, translating their stories into a compelling visual narrative. This narrative was manifested across various mediums, including flyers, press kits, signage, publications, and a super graphic that served as a backdrop for the President of the United States’ speech at the event.
The design became the cornerstone of the event’s branding, setting the visual tone for an occasion attended by 5,000-6,000 people. One of the most poignant moments came when I was asked to sign 2,000 posters for veterans. As I met with them and their families, a veteran’s tearful gratitude for making the event memorable for his family underscored the true power of branding. This experience remains a testament to how branding can transcend visual appeal to forge deep, empathetic connections across generations.
Promotional Playing Cardfor USA Volleyball
My RoleArt Direction, Design and Branding
The client USA Volleyball asked for promotional material that achieves the following goals: 1. promotes the organization, USA Volleyball, 2. inspires young players and their parents, 3. is fun and engaging for diverse audiences, and 4. can be adapted into future print materials, especially program publication covers.
After researching the target audience, I suggested a solution in the form of playing cards that functions a puzzle as well.
Each suit would represent a key message (total of 4 messages), and each of the 52 cards would feature an inspirational message. Additionally, each card could function as a puzzle piece for entertainment and could also be utilized as a cover design for program publications. It was a big hit for the organization and many volleyball players.
The client USA Volleyball asked for promotional material that achieves the following goals: 1. promotes the organization, USA Volleyball, 2. inspires young players and their parents, 3. is fun and engaging for diverse audiences, and 4. can be adapted into future print materials, especially program publication covers.
After researching the target audience, I suggested a solution in the form of playing cards that functions a puzzle as well.
Each suit would represent a key message (total of 4 messages), and each of the 52 cards would feature an inspirational message. Additionally, each card could function as a puzzle piece for entertainment and could also be utilized as a cover design for program publications. It was a big hit for the organization and many volleyball players.
Corporate Identity and Brandingfor NETKAL, Council of Korean American
My RoleArt direction, design, and implementation across print, web, and marketing platforms for branding
The client has requested a new branding solution for one of its institutional branches.
The branding, especially the logo design, should be flexible to evolve with different purposes and times, particularly to engage diverse perspectives. Often, people only focus on what they see, but everything has a cause. Understanding the cause, equivalent to negative shapes in visual design, is crucial for creating unique solutions. The negative shapes in the visual identity, comprising thirteen distinct shapes and colors, symbolize both the aspirations of the new generation and the overarching objectives set for 2024. They represent a dynamic and diverse group participating in thirteen cohort programs.
The client has requested a new branding solution for one of its institutional branches.
The branding, especially the logo design, should be flexible to evolve with different purposes and times, particularly to engage diverse perspectives. Often, people only focus on what they see, but everything has a cause. Understanding the cause, equivalent to negative shapes in visual design, is crucial for creating unique solutions. The negative shapes in the visual identity, comprising thirteen distinct shapes and colors, symbolize both the aspirations of the new generation and the overarching objectives set for 2024. They represent a dynamic and diverse group participating in thirteen cohort programs.
Corporate Identity and Brandingfor Council of Korean American
My RoleArt direction, design, and implementation across print, web, and marketing platforms for branding
The client was looking for a branding solution to communicate effectively with the public across different channels, such as instant messaging apps, video, social media, and live chat, in addition to email and prints for conveying annual, monthly, and weekly messages. Upon analyzing the organization's previous performance, it was evident that there was a lack of a proper branding system to convey various messages effectively.
I incorporated the four trigrams from the Korean National flag along with 18 traditional colors to create a comprehensive visual structure. Each header features distinct yet cohesive themes aimed at facilitating staff and audience understanding, categorizing purposes, objectives, platforms, methods, and more effectively.
The client was looking for a branding solution to communicate effectively with the public across different channels, such as instant messaging apps, video, social media, and live chat, in addition to email and prints for conveying annual, monthly, and weekly messages. Upon analyzing the organization's previous performance, it was evident that there was a lack of a proper branding system to convey various messages effectively.
I incorporated the four trigrams from the Korean National flag along with 18 traditional colors to create a comprehensive visual structure. Each header features distinct yet cohesive themes aimed at facilitating staff and audience understanding, categorizing purposes, objectives, platforms, methods, and more effectively.
Corporate Identity and Branding for World Bank Group
My RoleArt Direction and Design for the Branding
The client asked for a solution to create a new branding approach for a new division that had just been launched. Initially, the client didn't have a specific direction in mind and wanted to see what I could come up with.
I analyzed the organization's various communication approaches, including print and web materials, to understand how the division should structure its messages and communication tools for outreach. After the analysis, I presented the client with three directions:
Later, the client had a new team leader who wanted to use a clip art he had used before. I then proposed another direction with three alternative styles:
The client asked for a solution to create a new branding approach for a new division that had just been launched. Initially, the client didn't have a specific direction in mind and wanted to see what I could come up with.
I analyzed the organization's various communication approaches, including print and web materials, to understand how the division should structure its messages and communication tools for outreach. After the analysis, I presented the client with three directions:
- Incorporating a file shape that represents classification and organization.
- Using simple shapes (a triangle and a small circle) to symbolize a person, creating an easy-to-understand icon for discussions.
- Using four side views of faces in a circle that can be applied differently to represent the transformation stages of a butterfly, symbolizing freedom, accomplishment, and change.
Later, the client had a new team leader who wanted to use a clip art he had used before. I then proposed another direction with three alternative styles:
- Icons presented in a file shape.
- Inverted icons with no other surrounding forms.
- Icons in organic shapes, allowing for the addition of icons and objectives over time. The client chose option 3, which involved icons in organic shapes.
Corporate Identity and Branding for Korean American Institute
My RoleArt Direction and Design
The client has requested a branding solution for a newly established institution. I have developed multiple branding concepts based on two primary ideas.
The first concept incorporates an arrow to symbolize direction, emphasizing the Korean community in America. The arrow was integrated with "A" to guide the letter "K."
The second concept involves the presentation of the Korean alphabet, which could be read as the English alphabet as well. This experimental approach showcases the fusion of two distinct cultures.
The client loved the first option with a hidden arrow.
The client has requested a branding solution for a newly established institution. I have developed multiple branding concepts based on two primary ideas.
The first concept incorporates an arrow to symbolize direction, emphasizing the Korean community in America. The arrow was integrated with "A" to guide the letter "K."
The second concept involves the presentation of the Korean alphabet, which could be read as the English alphabet as well. This experimental approach showcases the fusion of two distinct cultures.
The client loved the first option with a hidden arrow.
Corporate Identity and Branding for New Providence Pictures
My RoleArt Direction and Design for the Corporate Identity
The client has recently launched a film production company with a focus on creating films that highlight often neglected or unpopular human-centric topics. The client asked to show various options for the company's logo, ranging from a typical animated logo seen in other film production companies to something more abstract.
Given the company's goal to bring attention to overlooked societal issues, I suggested considering a logo design approach (marked as a red box) where the letters "n" and "p" are represented by the negative space surrounding the two letters. These shapes symbolize the background that often goes unnoticed, reflecting the importance of shedding light on the less recognized aspects of our world.
The client has recently launched a film production company with a focus on creating films that highlight often neglected or unpopular human-centric topics. The client asked to show various options for the company's logo, ranging from a typical animated logo seen in other film production companies to something more abstract.
Given the company's goal to bring attention to overlooked societal issues, I suggested considering a logo design approach (marked as a red box) where the letters "n" and "p" are represented by the negative space surrounding the two letters. These shapes symbolize the background that often goes unnoticed, reflecting the importance of shedding light on the less recognized aspects of our world.
Strategic Event Plan Package for Stakeholders and Peer Reviewersfor USA Fencing | PSA
My RoleArt Direction and Design
USA Fencing and PSA required a specialized report package for their stakeholders and peer reviewers. During my visit to the USA Olympic Committee site in Colorado Springs, CO, I captured several photos to use in designing the package once back in VA.
As my motto for graphic design has always been "Creating Extraordinary Experiences," which eventually became the corporate slogan, this project was a fascinating opportunity to showcase my beliefs in action.
I opted for a gate-folding approach for the covers to underscore the message behind the mask, ensuring the publication (about 160 pages) was bound in an inexpensive yet effective and modern manner within the limited budget.
Both USA Fencing, PSA, and all stakeholders were pleased with the final product, as it effectively promoted the sport to the public while meeting their specific requirements.
USA Fencing and PSA required a specialized report package for their stakeholders and peer reviewers. During my visit to the USA Olympic Committee site in Colorado Springs, CO, I captured several photos to use in designing the package once back in VA.
As my motto for graphic design has always been "Creating Extraordinary Experiences," which eventually became the corporate slogan, this project was a fascinating opportunity to showcase my beliefs in action.
I opted for a gate-folding approach for the covers to underscore the message behind the mask, ensuring the publication (about 160 pages) was bound in an inexpensive yet effective and modern manner within the limited budget.
Both USA Fencing, PSA, and all stakeholders were pleased with the final product, as it effectively promoted the sport to the public while meeting their specific requirements.
Strategic Event Plan Packagefor US Department of Defense (DoD)
My RoleArt Direction and Design
The client (DOD) needed collateral for a conference promoting a campaign that encourages US military families to prioritize family values by taking time off.In line with my motto, "Creating Extraordinary Experiences," I creatively directed and designed a significant publication. The covers featured roads and signs, while each page inside displayed sequential images on the back, showing an SUV trunk being packed with materials for a road trip, aimed at evoking a sense of family fun.The approach was well-received, as participants appreciated how each visually told a compelling story.
The client (DOD) needed collateral for a conference promoting a campaign that encourages US military families to prioritize family values by taking time off.In line with my motto, "Creating Extraordinary Experiences," I creatively directed and designed a significant publication. The covers featured roads and signs, while each page inside displayed sequential images on the back, showing an SUV trunk being packed with materials for a road trip, aimed at evoking a sense of family fun.The approach was well-received, as participants appreciated how each visually told a compelling story.
Music CD Packaging, Salute, The World War II Tribute Album for Curb Record
My RoleArt Direction and Design
The client, Rod McBrien, a producer, tasked me with creating a CD album design as a tribute to WWII veterans and their families.
He specifically wanted a design that resonated with audiences keen on remembering their contributions to the country and the world. I presented several thumbnails and storyboards featuring collages resembling an old photo album and scrapbook. Rod loved the direction, but our main challenge was sourcing authentic old photographs.
To address this, we reached out to some of our clients at the Department of Defense (DoD) and requested personal images for the album. They were enthusiastic about participating in the design process, which facilitated a smooth collaboration to design and execute the project in partnership with Curb Records.
The client, Rod McBrien, a producer, tasked me with creating a CD album design as a tribute to WWII veterans and their families.
He specifically wanted a design that resonated with audiences keen on remembering their contributions to the country and the world. I presented several thumbnails and storyboards featuring collages resembling an old photo album and scrapbook. Rod loved the direction, but our main challenge was sourcing authentic old photographs.
To address this, we reached out to some of our clients at the Department of Defense (DoD) and requested personal images for the album. They were enthusiastic about participating in the design process, which facilitated a smooth collaboration to design and execute the project in partnership with Curb Records.
Annual Publications for National Science Foundation (NSF)
My RoleArt Direction and Design
The NSF contracted my company to design publications, including an annual report, over a five-year period. Each week, my team and I visited NSF in VA for meetings with clients, consisting of numerous scientists and researchers, to discuss content directions. These publications featured extensive charts, tables, graphs, and images from annual conferences and events.
This project required frequent edits and refinements to accurately showcase the contributions of diverse teams at NSF. Despite the challenges, it proved to be one of the most meaningful projects due to the respectful and collaborative process.
The NSF contracted my company to design publications, including an annual report, over a five-year period. Each week, my team and I visited NSF in VA for meetings with clients, consisting of numerous scientists and researchers, to discuss content directions. These publications featured extensive charts, tables, graphs, and images from annual conferences and events.
This project required frequent edits and refinements to accurately showcase the contributions of diverse teams at NSF. Despite the challenges, it proved to be one of the most meaningful projects due to the respectful and collaborative process.
Branding and Annual Auction Brochurefor Whitman-Walker Clinic
My RoleArt Direction and Design
The client needed branding and a brochure for its annual art auction to showcase artists in the Washington, DC metropolitan area.
Unlike other low-budget projects from the most nonprofit organizations that typically request designs in a standardized size like 8.5" x 11", this organization embraced our philosophy of creating extraordinary experiences in everything we do. The director agreed with my approach, allowing us to deviate from the norm.
Thus, we designed and produced the brochure in an irregular format (5.5" x 9.5"), maintaining a simple layout to ensure the audience could easily follow the auction process.
The client needed branding and a brochure for its annual art auction to showcase artists in the Washington, DC metropolitan area.
Unlike other low-budget projects from the most nonprofit organizations that typically request designs in a standardized size like 8.5" x 11", this organization embraced our philosophy of creating extraordinary experiences in everything we do. The director agreed with my approach, allowing us to deviate from the norm.
Thus, we designed and produced the brochure in an irregular format (5.5" x 9.5"), maintaining a simple layout to ensure the audience could easily follow the auction process.
Annual Event Poster and Brandingfor The Volleyball Festival
My RoleArt Direction and Design
The Volleyball Festival, impressed by my previous work with US Volleyball, entrusted me with leading the branding and art direction for their annual event, encompassing all collateral designs.
Understanding the festival's focus on empowering young female players aspiring to become future leaders across six regional leagues, I applied my branding philosophy of "Connecting dots" to create a cohesive identity. This approach led to the adoption of the festival's motto, "Reach for the stars," which resonated well during the presentation with the client.
The main poster featured a collection of constellations uniquely tailored to each regional league, emphasizing unity within diversity. To personalize the experience further, I tasked each league director with selecting a typeface that best represented their region, which I then integrated into the typography across all event materials.
During the festival, attendees encountered visuals of interconnected constellations representing the regional leagues. These designs not only highlighted individual stories but also inspired everyone present to aspire towards their highest goals—reaching for the stars.
The Volleyball Festival, impressed by my previous work with US Volleyball, entrusted me with leading the branding and art direction for their annual event, encompassing all collateral designs.
Understanding the festival's focus on empowering young female players aspiring to become future leaders across six regional leagues, I applied my branding philosophy of "Connecting dots" to create a cohesive identity. This approach led to the adoption of the festival's motto, "Reach for the stars," which resonated well during the presentation with the client.
The main poster featured a collection of constellations uniquely tailored to each regional league, emphasizing unity within diversity. To personalize the experience further, I tasked each league director with selecting a typeface that best represented their region, which I then integrated into the typography across all event materials.
During the festival, attendees encountered visuals of interconnected constellations representing the regional leagues. These designs not only highlighted individual stories but also inspired everyone present to aspire towards their highest goals—reaching for the stars.
Identity and Branding for Promise of Good Sports
My RoleArt Direction and Design
The Volleyball Festival, impressed by my previous work with US Volleyball, entrusted me with leading the branding and art direction for their annual event, encompassing all collateral designs.
Understanding the festival's focus on empowering young female players aspiring to become future leaders across six regional leagues, I applied my branding philosophy of "Connecting dots" to create a cohesive identity. This approach led to the adoption of the festival's motto, "Reach for the stars," which resonated well during the presentation with the client.
The main poster featured a collection of constellations uniquely tailored to each regional league, emphasizing unity within diversity. To personalize the experience further, I tasked each league director with selecting a typeface that best represented their region, which I then integrated into the typography across all event materials.
During the festival, attendees encountered visuals of interconnected constellations representing the regional leagues. These designs not only highlighted individual stories but also inspired everyone present to aspire towards their highest goals—reaching for the stars.
The Volleyball Festival, impressed by my previous work with US Volleyball, entrusted me with leading the branding and art direction for their annual event, encompassing all collateral designs.
Understanding the festival's focus on empowering young female players aspiring to become future leaders across six regional leagues, I applied my branding philosophy of "Connecting dots" to create a cohesive identity. This approach led to the adoption of the festival's motto, "Reach for the stars," which resonated well during the presentation with the client.
The main poster featured a collection of constellations uniquely tailored to each regional league, emphasizing unity within diversity. To personalize the experience further, I tasked each league director with selecting a typeface that best represented their region, which I then integrated into the typography across all event materials.
During the festival, attendees encountered visuals of interconnected constellations representing the regional leagues. These designs not only highlighted individual stories but also inspired everyone present to aspire towards their highest goals—reaching for the stars.
Corporate Identity and Branding for PSA
My RoleArt Direction and Design
My RoleArt Direction and Design
Monthly Workshop for PSA Design Team
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