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)
Brand Visual 2020 New Year
Directed an imaginative New Year 2020 visual with the character Heendy.
Creative Direction: Eerang Park
Design: The hyundai team
Illustration: Christoph Niemann
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
40 Years of Hyundai Department Store Main Store
To commemorate the 40th Anniversary of the Apgujeong Main Branch, a key visual reinterpreted brand heritage by merging the 'Swan' symbol with natural landscapes, rendered in a bespoke woven textile using the brand palette. This approach visually translates Heritage and Dignity through craftsmanship and modern abstraction. Operating under the slogan “Since 1985,” the visual was expanded into a graphic system and applied across all packaging and emblems, allowing customers to naturally experience the brand's legacy.
Key Visual
Creative Direction: Ee-rang Park
Art Direction: Hyunsong Lee, Hyewon Kang
Design Management: Hyunsong Lee, Hyewon Kang
Artwork: Gyung-eun Chung
Campaign
Creative Direction: Ee-rang Park
Art Direction: Hyunsong Lee
Design: Day Kim
Design Collaboration: Pentagram
Photography: Kim Si-jin (On-site), Kim Jin-sol (Application)
Brand Season Visual 2024 Spring
Directed visuals for Spring theme.
Photography: Bohnchang Koo / Assisted by: Jiyong Hwang, Jaegun Lee, Seokjoo Jang
Floral Design: Eunyeong Jo / Assisted by: Yoonju Jo
Pottery: Deokho Kim, Inhwa Lee (Studio Sohman)
Creative Direction: Eerang Park
Art Direction & Design: Kwangho Lee, Day Kim
Planning & Management: Hyunsang Han, Jingyeong Park
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
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
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
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
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
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 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
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
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
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
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
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
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
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)
Brand Visual 2024 Summer
Directed visuals for summer-themed promotions and events.
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 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 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
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
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
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
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)
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
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
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
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
Photography: Rala Choi
Model: Mijeong Kwon
Fashion Styling: Hyunwoo Kim
Makeup: Seona Nam
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
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
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. This project was an experiment that emerged from the process of upgrading an existing illustrated IP into a fully developed character system with a formal design manual.
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 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 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
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
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
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