Approaching by emphasising on the exceptionalism, customization and personal experience. Visually, I aimed for the objects to stand out and speak for themselves. Adding the hand-written logo for organic and personal mood throughout the brand experience.

Feb 2023
Brand Identity
Art Direction

The project aims to create a recognition to the ordinary stationary objects. The brand name is Duty. It celebrates devotion of silent performers in the office, on desk, at home, in a bag. These performers are quiet, transitory, and endlessly replaced. By emphasising the performance: being used, I created image based visual identity, capturing the highlight, hero moments of the objects. Typeface is Bookmania, the serif type harmonizes humble nuance of the identity.


Mar 2023
Brand Identity
Art Direction

STA 100 2023 Winner

Next Wave 2022 is the signature program of the Brooklyn Academy of Music. The project aims to design a new and alternative form of program for the Next Wave 2022. I focused on the visual vitality of performers, combining playfully with bold typography. Typeface was carefully selected to balance with the cut-outs of images. 

Oct 2022
Web Experience

Student Work