Happiness Sans Website
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 & Direction: Moa Ku
Motion Planning & Design: Studio 1-2-3-4-5 — Ayong Son, Jisu Lee
Web Production & Development: Studio 1-2-3-4-5 — Dayoung Jung, Gunhyuk Choi
Motion Sound: Millic
CONNECT HYUNDAI B. I.
Connect Hyundai is a retail platform that brings people, places, and culture together to create a vibrant local playground. Its identity is built on a modular Block system, reflecting the brand’s core value of connection through infinite combinations. The Block motif flexibly adapts to local character and activates the design across logo, signage, and event graphics. The result is a dynamic, fashion-forward visual language that embodies the brand’s energy and spirit.
Creative Direction: Ee-rang Park
Project Management: Wooseok Byun, Su-eun Kim
Brand Planning: Hyunjung Jung, Surin Kim
Art Direction & Design: Wooseok Byun, Eunbyeol Son
Graphic Collaboration: Workroom (Hyungjin Kim, Hyunseon Yoo, Seungwan Ye)
Photography: Workroom, CIC Studio (On-site) / Jinsol Kim (Application)
PROJECT 100 | Independent Resource Circulation System
[PROJECT 100 | Independent Resource Circulation System]
<HYUNDAI DEPARTMENT STORE>
Creative Direction: Ee-rang Park
Project Lead: Ee-rang Park, Yoonkyung Eom
Project Management: Yoonkyung Eom, Hyunsang Han
Art Direction: Ee-rang Park, Yoonkyung Eom
Campaign PR Planning & Art Direction: Minsong Kim
Exhibition Planning & Art Direction: Yoonkyung Eom, Hyunsang Han
Management, Advisory & Collaboration: Sanghyun Kang, Dongwook Shin
<SEOUL NATIONAL UNIVERSITY · DISCO LAB>
Project Lead / Professor: Jangsub Lee
Senior Researcher: Hyein Kim
Researchers: Dasol Kim, Taehyun Kim, Seoin Song, Hyunkyung Son
Archiving: Sungjun Kim, Jungyeop Kim
Project Collaboration: Sooyul Hong (Director, Resource Circulation Society Economic Research Institute)
[PROJECT 100 | Campaign Film]
Planning: Hyundai Department Store
Production: Rim&Co, Bright Young Things
– Main Version –
Rim&Co
Film Planning & Copywriting: Yurim Kim
Bright Young Things
Creative Direction: Isak Hong
Animation Lead & Style Frame: Hyungseok Kang
3D Animation: Isak Hong, Hyungseok Kang, Hohyun Yoon, Sangwon Sung, Kyunga Kim, Wonsik Shin, Junho Bae
CG Compositing: Isak Hong
Sound Design: Noday
Recording: Piljin Park (Sound Park)
Voice Actor: Dido Kim
– Short-Form Version –
Bright Young Things
Creative Direction: Isak Hong
3D Animation: Hyungseok Kang, Sangwon Sung
SFX: Isak Hong
[PROJECT 100 | Documentary]
Planning: Hyundai Department Store
Production: mildeyes
Director: Moonha Kim
Assistant Director: Kanghyun Jeon
Direction Team: Sanggu Ji
Producer: Jihyun Lee
Cinematography: Moonha Kim, Sungjun Bang, Seungjin Shin, Sangwon Choi
Camera Assist: Taejoon Kim, Sungjun Bang, Donghoon Oh, Changhee Yoo
Jimmy Jib: Dynamic Shinsongseop, Taewon Kim, Juseong Kim
Location Sound: Hye-eun Jeon
Boom Operator: Chanyoung Kang, Eunhyo Jeong, Sungjae Cho, Seungjae Lee
Sound Mixing: PEG
Music: TAEYOON
Editing: Moonha Kim
Motion Graphics: Susan Kim
Vehicle: Hoosik Jang
Still Photography: Hyojin Lim, Minhyung Kim
[PROJECT 100 | Shopping Bag Design Show]
Planning: Hyundai Department Store
Production: Studio PESI
Design Planning & Production: Byunghwi Jeon
© HYUNDAI DEPARTMENT STORE CO., LTD. 2022
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
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
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
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 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