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 City Outlets
Led the brand identity development for City Outlets, from planning to design.
Project direction: Hyundai Dept. Design Team Design : thonik
Hyundai Premium Outlets
Led the brand identity development for Premium Outlets, from planning to design.
Project direction: Hyundai Dept. Design Team Design : thonik
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