2nd anniversary of The Hyundai Seoul

Planning & Art direction. After converting store data into infographics, the graphics are transformed for use in various applications such as websites, spatial graphics, and editorial content.

THE HYUNDAI SEOUL NOW
Creative Direction: Eerang Park
Project Direction: Hyunsang Han, Juyeon Song
Art Direction: Hyunsong Lee, Seungmi Baek
Graphic Identity: yunakimc
Web Design & Visualizing: yunakimc
Web Development: Dongha Kim
Motion Product: Yuna Kim, WNK (Hajune Choi, Hyungjun Kim, Sorim Park)
Motion Graphic: WNK (Hyungjun Kim)
Data Acquisition & Analysis: Tapacross
Planning & Editorial: Jieun Hong

Happiness Sans

Developed as a custom variable typeface for the brand, designed to express strong personality and distinctive character shapes in display use, while delivering clarity, readability, and visual stability in text settings.

The Hyundai
Project Production: Hyundai Department Store Group
Project Direction: Eerang Park
Creative Direction: Eerang Park
Art Direction: Hyunsong Lee
Project Management: Hyeoni Lee, Hyunsong Lee, Moonjung Cha
Website Design: Hyunsong Lee, Moonjung Cha

AG Typography Institute
Planning and Directing: Moa Ku
Type Design:
  AG Typography Institute — Moa Ku, Jookyeong Kim, Seunghwan Kim
  lo-ol Type Foundry — Noheul Lee, Loris Olivier
Type Production: AG Typography Institute
Type Advisors: Eunyou Noh, Irin Kim, Ari Lee, Heeyeun Jeong, Seogwon Hwang
Motion Planning and Design: 1-2-3-4-5 — Ayong Son, Jisu Lee
Web Production and Development: 1-2-3-4-5 — Dayoung Jung, Gunhyuk Choi
Motion Sounds: Millic

Brand Visual Series 2022 Fall

Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.

Creative Direction: Eerang Park
Art Direction & Design: Woo-seok Byun
Project Management: Sooeun Kim
Project Assistance: Minsong Kim
Prop Book Design & Graphic Motif: Jaeyoung Lee
Photography: Rala Choi
Model: Laducale
Hair & Makeup: Heexeen

THE HYUNDAI SEOUL NOW 1

Planning & Art direction. After converting store data into infographics, the graphics are transformed for use in various applications such as websites, spatial graphics, and editorial content.

Creative Direction: Ee-rang Park
Project Direction: Hyunsang Han
Graphic Identity: Eunjoo Hong, Hyungjae Kim
Web Design & Visualizing: Eunjoo Hong, Hyungjae Kim

Project 100: Journey of Paper

Public Design Festival 2022

길몸삶터 : 일상에서 누리는 널리 이로운 디자인
Everyday Designs for the Common Good
October 5–30, 2022

Venue
Culture Station Seoul 284

Planning
Hyundai Department Store

Participating Artists
Seongyong Lee, Jangsub Lee, Ee-rang Park, Yoonkyung Eom, Minsong Kim

The Hyundai Daegu Store Identity

Art directed the entire brand identity development process for The Hyundai Daegu, overseeing planning and design. Graphic identities, packaging, motion graphics, spatial graphics, advertising, and more. Art directed the entire brand identity development process for The Hyundai Daegu, overseeing planning and design. Graphic identities, packaging, motion graphics, spatial graphics, advertising, and more.

OPEN VISUAL
Creative Direction: Eerang Park
Project Direction: Eerang Park, Hyunsong Lee
Art Direction: Hyunsong Lee
Graphic Design: Hyunsong Lee, Seungmi Baek
Photography: Seoul Journal
- Studio Jonas Zieher
Art Direction & Design: Jonas Zieher

MAGAZINE
Creative Direction: Eerang Park
Project Direction: Hyunsang Han, Jinkyung Park
Art Direction: Hyunsong Lee
- A Contents
Photographer: LESS, Kim Sunik
Model: Sua / Julie / Joji Iwase
Hair & Makeup: Lee Soyeon
Illustration: Choi Haeryung
Copy Editor: Park Soyoung

WEB
Creative Direction: Eerang Park
Project Direction: Jinkyung Park, Moonjung Cha
Art Direction: Moonjung Cha
Management: Jinkyung Park, Moonjung Cha
- MMPX
Art Direction: Cheolhee Hwang
Design Lead: Yeji Han
Design: Cheolhee Hwang, Yeji Han, Jiheun Seo
Front-end Development: Jae young Jo, Kyungdoo Moon
Script Development: Jae young Jo, Kyungdoo Moon
Web Publishing: Jae young Jo

AD
Creative Direction: Eerang Park
Project Management: Hyunsang Han, Moonjung Cha
Art Direction: Moonjung Cha
- Innocean
Creative Director: Won-kuk Kim
Production: OUI FILM
Director: Oui Kim
Producer: Yeon-jin Kim
D.O.P: Andy Kim
GAFFER: Doo-su Choi
ART: In-sol Yun / Mute
DI: Seoul Vision
EDIT: Oui Kim
VFX: STUDIO BYTS / Alt Design
SOUND: BERMUDA
Photographer: Yong-tae Lee

Internal Branding Kit with Happiness Sans

Developed an internal branding kit that introduced a new proprietary typeface as a core brand tool. The typeface was applied to commonly used corporate stationery to promote everyday brand engagement and strengthen internal brand alignment. All materials were produced with a conscious effort to minimize environmental impact, reflecting the brand’s commitment to sustainability.

Project Production: Hyundai Department Store Group
Creative Direction: Eerang Park
Art Direction & Design: Hyunsong Lee

Brand Visual 2022 Christmas

Directed visuals for Christmas-themed promotions and events.

Creative Direction: Eerang Park
Art Direction & Design: Woo-seok Byun
Project Management: Sooeun Kim
Illustration: Katie Scott

Brand Visual 2020 Christmas

Directed a Christmas visual campaign featuring the brand’s original character Heendy, infusing the holiday season with a festive, joyful atmosphere and a playful narrative that resonated with customers.

Brand Visual 2023 New Year

Planned a visual concept to celebrate the beginning of the new year, capturing the hopeful and uplifting atmosphere of the season.

Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Graphic Design: Minsong Kim
Design & Illustration: hongxkim

ART STAGE 2023

Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.

Creative Direction: Eerang Park Art Direction: Yoonkyung Eom Design: Bitirang Kim Project Management: Yoonkyung Eom, Bitirang Kim Photographer: Rala Choi Model: Mijeong Kwon Fashion Styling: Hyunwoo Kim Makeup: Seona Nam

Repositioning Strategy and Visual Plan for Hyundai Department Store Mokdong

Our aim was to communicate the intent behind the renewal by illustrating the emotional behaviors of the target audience within the newly designed store space. The visuals, planned as a sequence, convey both information and atmosphere in a pleasant and refined tone, offering a subtle yet engaging brand experience.

Visual Plan for Hyundai Department Store Mokdong
- Hyundai Department Store Team
Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Yoonkyung Eom, Hyewon Kang
Project Management: Yoonkyung Eom, Hyewon Kang
- Project Team
Photographer: Texture on Texture
Campaign Lettering & Graphics: Sunny Studio (Cheolhee Park)
Shooting Planning & Visual Direction: a.r.e (Yongheon Jang, Hyunei Kim)
Fashion Styling: Sunyong Park
Hair & Makeup: Minji Kim
Models: Sojin Kim, Jungin Yoon
- Editorial
Editorial Planning: Sikshinsul
Editorial Design: Jinhui Moon
Editorial Illustration: Seongheum Cho

Art Wave at The Hyundai Daegu

Art Wave: Cultural Visual Identity for The Hyundai Daegu Designed the visual identity for the store’s themed events following the opening of THE HYUNDAI Daegu.

Creative Direction: Ee-rang Park
Art Direction: Yoonkyung Eom
Design: Hyewon Kang
Project Management: Yoonkyung Eom, Hyewon Kang

Campaign Graphic: Yesung ENG (Yeju Lee, Juyeong Woo)
Archival Image: Hyojin Lim

Brand Visual Series 2023 Fall

Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.

Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Bitirang Kim
Project Management: Yoonkyung Eom, Bitirang Kim
Photographer: Rala Choi
Model: Mijeong Kwon
Fashion Styling: Hyunwoo Kim
Makeup: Seona Nam

BOTANIC HOUSE

Identity development for Botanic House, a key space at Hyundai Department Store Mokdong. The naming and spatial concept were crafted to leave a lasting impression—an experience visitors would remember after just one visit.

Hyundai Department Store Team
Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Hyewon Kang
Project Management: Yoonkyung Eom, Hyewon Kang
Illustration: Kimi

Repositioning Strategy and Environmental Graphics for Daejeon Outlet

Led the repositioning strategy and design direction for the store’s reopening. By transforming the natural environment in front of the store into a key attraction, the project aimed to draw customer footfall and evoke joy. Inside the store, visuals depicting delighted customers were integrated throughout the space, reinforcing emotional connection. A bold main color was strategically selected to create a strong visual impact and unify the spatial experience.

Creative Direction: Eerang Park
Art Direction: Yunkyung Eom
Design & Project Management: Yunkyung Eom, Bitirang Kim
Illustration: Yeji Yun
Infographic Image: popurri
Archival Image: seoul_journal

Brand Visual Series 2023 Spring

Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.

Creative Direction: Eerang Park
Art Direction: Yoonkyung Eom
Design: Hyewon Kang, Bitirang Kim
Project Management: Yoonkyung Eom, Bitirang Kim
- Photographer: Rala Choi
Photo Assistant: Sungkyun Shin
- Model: Minji Cha, Johwa Lee
Makeup: Sungwook Lee
Makeup Assistant: Soungeun Jin
Fashion: More
Dress: Sungjoo Kang
Headpiece: Jimi
- Flowers: Kottbatt (Taehyun Lim, Boram Kang, Jungmin Seo, Changsun Shin)

Gastro Table

Directed the identity design and campaign for the store’s premium dining category, aiming to enhance the overall experience through a visual language that feels both approachable and luxurious, reflecting the brand’s refined yet welcoming identity.

B.I.
Creative Direction: Jung Kuho
BI & Package: Kelita & Co.
Design Direction: Choi Sunghee
Designers: Kim Euna, Jeong Wooyoung, Park Heejin, Lee Yoonjae

B.I. & Campaign
Creative Direction: Eerang Park
Art Direction & Design: Sooeun Kim, Hyunsong Lee
Brand Key Visual: Correspondance
Motion Graphic: TITO

THE HYUNDAI PRESENT

Directed the creative development of the store’s identity, defining its visual language and brand expression across all touchpoints.

THE HYUNDAI
Project Production: Hyundai Department Store Group
Creative Direction: Eerang Park
Project Management: Sooeun Kim, Jinkyung Park
Design Direction: Hyunsong Lee, Day Kim

mhtl.official
Art Direction: MHTL
Graphic Design: MHTL

Tasty Daegu Market

Designed the in-store visuals for Tasty Daegu Market, aiming to infuse the space with vibrancy and color.

Creative Direction: Ee-rang Park
Art Direction: Sooeun Kim, Hyewon Kang

Photography: Sunhye Shin
Set Styling: Heein Jeong

Petit Planet

Petit Planet is a concept and identity of the kids’ division of the Hyundai department store. It refers to each kid, like a mini-universe, small but with infinite possibilities. I developed its brand identity that encompasses both linguistic and visual aspects, from the brand’s name to the individual graphics.

Creative direction: Eerang Park
Project managing: Eunha Park
- studio fnt
Creative direction: Heesun Kim
Art direction: Jaemin Lee and Woogyung Geel
Graphic design lead: Hyungwon Cho
Graphic design & Illustration: Daye Kim, Solla Koh, Youjeong Lee
Verbal: Heesun Kim and Heejung Kim
Sound design: Jaekyung Song
Motion design: delpic design studio

Typojanchi 2021: A Turtle and A Crane

Typojanchi is an international biennale held in Seoul. As a curator of the exhibition, I was involved in organizing the exhibition and designing the identity. Under the theme of life and typography, the identity was created using symbols and philosophies that traditionally symbolize life in Korea.

Client—
Ministry of Culture, Sport and Tourism (Korea)
the Korea Craft & Design Foundation

CH1985

Directed the brand identity for a new cultural center.

Project Direction: Uijung Jung
Creative Direction / Project Direction: Ee-Rang Park
Creative Direction / Project Management: Sooeun Kim
Art Direction / Project Management: Hyewon Kang
Project Research / Development: Hyunsong Lee

Prototype:
Art Direction / Brand Identity Design: Myungsang Yu

Brand Signage Design:
Brand Signage Design: San Jeon, Jeonsan System

CLUB JASMIN

Led the brand identity development for membership identity, from planning to design.

The Hyundai Design Team
Project Direction: Youngshin Jang, Ee-rang Park
Art Direction: Ee-rang Park
Project Coordination: Soyoung Song
Design Application: Soyoung Song, Minjee Kim
Signage System: Hyeyoung Yoo, Bora Kim

CFC
Art Direction & Design: Charry Jeon
BI Basic & Application System: Saerom Kang, Eunju Kim, Minsun Lee
Editorial Design System: Eunju Kim
Photographer: Kiwoong Hong

Brand Season Visual Series 2024 Fall

Developed seasonal visual direction for a department store & Outlets, exploring contemporary representations of women through a cohesive visual language. The project spanned across advertising, spatial graphics, and immersive brand touchpoints.

Creative Direction: Eerang Park
Art Direction & Design : Kwangho Lee, Day Kim
Photographer: Rala Choi
Dancer: leegoni_
Fashion: oddhw
Makeup: jihyesimlondon

THE HYUNDAI SEOUL Souvenir Collection

A curated line of branded goods for the gift store at THE HYUNDAI SEOUL.

THE HYUNDAI
Project Production: Hyundai Department Store Group
Creative Direction: Eerang Park
Project Management: Sooeun Kim, Jinkyung Park
Design Direction: Hyunsong Lee, Day Kim

mhtl.official
Art Direction: MHTL
Graphic Design: MHTL
Production Design: KioskKiosk
Photo: Kyeonghee Kang

ART STAGE 2024

Graphic design for a series of 2024 art programs hosted by a department store, blending curatorial themes with brand aesthetics. The visuals were developed across print, digital, and spatial formats to enhance cultural engagement within the retail environment.

Creative Direction: eerang park
Art Direction & Design: kwangholeee, daykimxx
Photographer: ralachoi
Dancer: leegoni_
Fashion: oddhw
Makeup: jihyesimlondon

Brand Visual 2024 Familly

Directed visuals for Family Month, using imaginative illustrations to evoke warmth, joy, and togetherness.

Creative Direction: Eerang Park\nArt Direction & Design: Day Kim, Kwangho Lee\nIllustration: Ancco\nAnimation: Yasuko Seki

Brand Visual 2024 Summer

Directed visuals for summer-themed promotions and events.

Brand Visual Series 2020

Created a vibrant, festival-inspired visual that blends fantasy with movement, using a model’s expressive pose to bring the brand to life. The visual evolves with each season, capturing the unique mood and atmosphere of the time.

Creative Director: Eerang Park
Project Manager: Soyoung Song, Hyewon Kang
Art direction by Meinke Klein team
Photograph & art direction: Meinke Klein
Stylist: Jos van Heel
Hair & Make-up: Kathinka Gernant
Digital Operator: Lukas Kwaitek
Model: Jina Yoo
Photography Assistants: Thijs Jager & Rick Erfmann
Stylist Assistant: Hanna Ollivier de Leth
Design: Hyewon Kang
Special Feature: Heendy

THE HOUSE H

Graphic identity for a specialty floor within the department store.

Project Direction: Hyundai Department Store Design Team
Design: Ohezin
Logo Customization: Peter Biľak

Brand Visual 2020 Family

Seasonal visual art direction for a department store. Continued visual exploration of how women are portrayed. Advertising, spatial graphics, etc.

Creative Direction: Eerang Park\nDesign: The hyundai team\nIllustration: Christoph Niemann

Brand Season Visual Series 2025 New Year

New Year’s message to customers. By using embroidery as a visual language, the project transformed heartfelt messages for customers into experimental graphic expressions, blending craft sensibility with contemporary design.

Creative Direction: Eerang Park
Art Direction & Design: Kwangho Lee, Day Kim
Typeface & Graphic Artwork: Morgane Vantorre
Embroidery Artwork: Foucault Maryline

Brand Visual 2025 Fall

An art-centric theme is reinterpreted in a pop, modern way and translated into bold visuals.

Creative Direction: Ee-rang Park
Art Direction: Hyunsong Lee
Project Management: Kwang-ho Lee, Day Kim
Graphic Design: Kwang-ho Lee, Day Kim

Motion
Paul Plowman
Stanley Plowman

The Hyundai Brand Identity

Led the brand identity development for Department Store, from planning to design.

Project direction: Youngshin Jang
Executive project direction: Eerang Park
Project coordination: Sooeun Kim
Design application: Ee-rang Park, Sooeun Kim, Youngjae Jang
Brand Naming: Base Design NY
Brand identity creative direction: Heesun Kim (studio fnt), Base Design NY
Brand identity art direction: Jaemin Lee (studio fnt), Base Design NY
Brand strategy, Korean logotype design: studio fnt
Brand strategy, English logotype design: Base Design NY
Brand application graphic design: Hyehyun Yi, Gunjung Lee (studio fnt), Base Design NY
Editorial design: Hyehyun Yi, Gunjung Lee (studio fnt)
Signage system, information graphic: Hyehyun Yi, Gunjung Lee, Hyungwon Cho (studio fnt), Hwanuk Choe, Hyeyoung Yoo, Hae Yoon (The Hyundai)
Photography: Jaemin Lee, Heesun Kim (studio fnt)

Hyundai Premium Outlets

Led the brand identity development for Premium Outlets, from planning to design.

Project direction: Hyundai Dept. Design Team Design : thonik

100films 100posters

Poster design for 100films 100posters, one of the main events of the Jeonju International Film Festival. After the movie and designer are matched, the designer is free to interpret the movie creatively.

Hyundai City Outlets

Led the brand identity development for City Outlets, from planning to design.

Project direction: Hyundai Dept. Design Team Design : thonik

Encyclopédie Plate Collection (5-Volume Set)

Designed and art directed the complete five-volume set of Encyclopédie Plate Collection, published by Propaganda Press. Over the course of five years, every illustration featured in the books was meticulously digitally restored, allowing readers to experience each image with exceptional clarity and detail. This long-term project blended cultural preservation with contemporary book design, bringing historic engravings into a refined modern context.

Planning: Kwang-chul Kim
Design: Eerang Park
Digital Retouching of Plates: Young-joo Kim, Mi-ree Park, Da-hye Kim
Translation & Editing: Eun-joo Jung

Gift Certificate for a Department Store

Directed the design of gift certificates for a department store, creating a visual identity based on abstract concepts. Designed under the theme of “geometric abstract painting” with Korean aesthetics, and developed detailed graphic elements that both enhanced the brand’s look and served as security features.

Design Direction: Eerang Park
Design: Jae-hyuk Sung

Folklore-inspired flowers

Planned and directed the production of a book that reinterprets minhwa, a genre of traditional Korean folk painting, in a contemporary context. The project involved curating and collaborating with artist Jihoon Park, whose reinterpretation of minhwa served as the foundation for the visual direction. Inspired by traditional bookbinding methods, the editorial design was crafted to allow the work to be experienced in multiple formats. The title typography was taken apart and rearranged to reflect the artist’s approach of deconstructing and reinterpreting traditional folk art through painting.

Illustration: Jihoon Park

Identity for Code Finding Club

Inspired by one of Korea’s great heroes, Admiral Yi Sun-sin, and his wartime tactical kites, this project creates a fictional visual identity that draws on their symbolic power. In wartime, these kites carried decisive commands—paralleling the role of symbols in branding. This work was presented as a personal project at the “ORGD 2019” exhibition. Photo by Lee Uirock, Kim Kyoungtae