Branding Projects
A collection of work across brand identity, UX, and direction, exploring how design, function, and emotion come together to create meaningful experiences. As a dedicated design partner, I listen closely to the heart of each brand's narrative, translating their unique essence into beautifully crafted storytelling and cohesive visual identities.
HARU SUSHI
Led a full UX and brand redesign for a Pennsylvania-based sushi restaurant, rethinking the ordering experience from the ground up to improve clarity and drive conversion.
The new system supported over 240% growth post-launch and established a scalable foundation for future expansion.
ZOHWA.COM
Led a comprehensive digital rebranding for a Seoul-based artificial plant brand with a 30-year legacy, redefining the brand experience to enhance clarity, modernize the interface, and solidify its market positioning.
The redesign meticulously balanced artisanal craftsmanship with contemporary aesthetics, establishing a scalable and cohesive digital presence that translates three decades of heritage into a future-ready visual language.
SUSHIWA
Led a brand and experience redesign for Sushiwa, repositioning the restaurant from a traditional sushi spot into a more flexible, multi-dining concept.
Focused on clarifying the brand direction and structuring the experience to support a broader menu and customer journey.
The new identity combines bold visuals with a clear, scalable system to enhance usability and strengthen overall positioning.
HEBRON PROJECT
Led the foundational digital rebranding for HBRN, an emerging fragrance brand based in Seoul. I defined the brand experience from the ground up, translating the invisible essence of scent into a tangible digital language.
By modernizing the interface and strengthening its digital positioning, I ensured a cohesive and scalable brand presence that resonates with modern sensibilities.
World Warfare & Economic
Led the end-to-end UX/UI and product design for a geopolitical strategy simulation, architecting a sophisticated visual logic to transform complex systemic data into a high-clarity player experience. By focusing on an intuitive navigation system and a clean, minimalist aesthetic, the redesign streamlines the player journey through intricate strategic decision-making.
The final identity integrates a scalable UI framework that enhances usability across dense information environments, reinforcing the game’s modern and strategic positioning.
The Wall of Sparta
Directed the art and led the Product, Branding, and UX design for a historical strategy game set in ancient Sparta, translating the cinematic intensity of Spartan warfare into a high-clarity digital experience. By architecting a sophisticated visual logic and cohesive branding, the design streamlines complex troop management and tactical deployments to ensure an intuitive player journey. The final identity pairs a clean, minimalist UI with a scalable system that enhances usability during high-speed combat, reinforcing the game's heroic and strategic positioning.
Grain & Grind Cafe
Directed the art and led the Product, Branding, and UX design for Grain & Grind, establishing a cohesive identity rooted in humanistic storytelling that bridges the gap between the brand and its community.
By architecting a warm, approachable visual system, the design translates core values into an intuitive experience across logo development and marketing copy.
The final identity pairs a clean, scalable framework with a compelling narrative, reinforcing the brand's unique positioning in the bagel and coffee market.
Wooden Matcha
Directed the art and led the Product and Branding design for Wooden Matcha, intentionally moving away from rigid, overly polished aesthetics to embrace a more relaxed, human-centric identity that resonates with younger audiences.
By integrating "humanism" into the storytelling, the design balances clean visuals with a soulful, effortless atmosphere that feels approachable yet sophisticated. The final identity pairs this softened brand narrative with a scalable system, ensuring a consistent and organic experience across all digital and physical touchpoints.