Designing a minimal yet conceptual digital presence for an architecture-driven philosophy
DFFPM – Identity & Website for Architect Shin Hyung Cho’s Archive Platform
DFFPM is the official online archive for architect Shin Hyung Cho. It serves as both a portfolio and a philosophical documentation platform, reflecting his thought process and spatial language. The project required a visual identity and website that would capture the subtlety, structure, and experimental quality of his architectural work. I led the brand concept, logotype development, and full UX/UI design of the site.
Role
- Brand Identity & UX/UI Designer
- Developed the naming concept and minimal logo based on architectural principles
- Designed a digital archive structure and layout system for categorizing projects and thoughts
- Led the end-to-end website design—typography, spacing, interactive behaviors
- Defined tone of voice and content strategy to align with the architect’s philosophy
- Developed the naming concept and minimal logo based on architectural principles
- Designed a digital archive structure and layout system for categorizing projects and thoughts
- Led the end-to-end website design—typography, spacing, interactive behaviors
- Defined tone of voice and content strategy to align with the architect’s philosophy
The logo was not developed in-house. Instead, the in-house team focused on aligning the design characteristics of the logo with CEO Cho Shin-hyung's architectural philosophy in order to plan and design the website.
Challenge
- Translate an abstract, philosophy-driven architectural language into digital form
- Maintain strong visual restraint without compromising clarity or depth
- Create a functional yet poetic space that feels like an extension of the architect’s thinking
- Design a long-lasting identity that could evolve as a growing archive
- Maintain strong visual restraint without compromising clarity or depth
- Create a functional yet poetic space that feels like an extension of the architect’s thinking
- Design a long-lasting identity that could evolve as a growing archive
Creative Approach
- Built a modular grid system inspired by architectural drawing formats and spatial hierarchy
- Applied extreme typographic discipline with limited color use and intentional whitespace
- Designed interactive behaviors to feel slow, deliberate, and observational
- Used dynamic layout logic to distinguish between built work and conceptual texts
- Anchored every design element in the architect’s ideas of emptiness, structure, and layering
- Applied extreme typographic discipline with limited color use and intentional whitespace
- Designed interactive behaviors to feel slow, deliberate, and observational
- Used dynamic layout logic to distinguish between built work and conceptual texts
- Anchored every design element in the architect’s ideas of emptiness, structure, and layering
Built and Unbuilt
The 'Built' and 'Unbuilt' pages of DFFPM share a similar layout, but their content differs. The 'Built' section showcases the official ideas he has developed, while the 'Unbuilt' section reflects his thoughts and values, from small notes to spontaneous ideas that couldn't be found in the 'Built' section.
Outcome
- Delivered a digital identity that clearly translated the architect’s abstract philosophy into a refined user experience
- Strengthened the client’s positioning as both a practicing architect and a critical thinker in the architectural field
- Platform attracted attention from peer architects, curators, and design institutions—leading to new speaking and exhibition opportunities
- Website was cited as a reference by design-focused media for its restrained yet expressive UX approach
- Built a flexible platform for future texts, exhibitions, and archives
- Strengthened the client’s positioning as both a practicing architect and a critical thinker in the architectural field
- Platform attracted attention from peer architects, curators, and design institutions—leading to new speaking and exhibition opportunities
- Website was cited as a reference by design-focused media for its restrained yet expressive UX approach
- Built a flexible platform for future texts, exhibitions, and archives
DFFPM Portfolio Website Design
Website Design
DFFPM
Website Design
DFFPM
Task Scope: Website Launch
Partial Scope: Creative Direction
Sub task: Art Direction, UI Design, Social Media Strategy (SNS), Guidelines
Partial Scope: Creative Direction
Sub task: Art Direction, UI Design, Social Media Strategy (SNS), Guidelines
Category: Architecture
Date of Completion: 2024
Date of Completion: 2024
