Project Task
For this project, my team and I were tasked with developing a complete brand identity for Korean artist Hyejin Chung, who was looking to commercialize her artwork in a way that still felt true to her personal style. The goal was to create a cohesive and marketable brand—from naming and logo design to color palette and visual direction—that would help her connect with a wider audience while preserving the integrity of her artistic voice. We approached this challenge by blending cultural sensitivity with strategic branding, resulting in the launch of Ttami, a brand that captures both authenticity and commercial appeal.
Project Process
Skills
The Ttami branding project began with understanding Hyejin Chung’s artistic vision and her desire to commercialize her work without losing its authenticity. My team and I started by researching her existing art style, target audience, and market positioning. From there, we developed a new brand identity that felt true to her personality while being accessible and memorable. We brainstormed names, visual elements, and tone of voice—eventually landing on Ttami, a name that felt playful, personal, and rooted in Korean culture. I contributed to the design direction by exploring color palettes, typography, and logo concepts that reflected her artistic essence. Despite the language barrier, we were able to communicate through her artwork, allowing us to align on a visual identity that resonated deeply with her. The project was not only a branding challenge but also a meaningful cultural experience that showed me the power of design as a universal language.
Adobe Photoshop, Premiere Pro, Figma, Visual Storytelling, Brand Strategy, Critical Thinking, Presentation, Collaboration, and Creative Problem Solving.
Outcome
The outcome of the project was a fully realized brand identity for Ttami that successfully captured Hyejin Chung’s artistic vision while making her work more accessible to a broader audience. We delivered a cohesive branding package that included a logo, color palette, typography system, and visual direction—all designed to reflect her unique style while supporting commercial growth. The final brand felt both personal and professional, allowing Hyejin to feel confident presenting her work to new markets. Beyond the visuals, the project fostered a meaningful connection between culture, art, and strategy—showing the power of thoughtful branding in amplifying creative voices.
