Establishing a conceptual identity that balances retail, storytelling, and cultural experimentation
THE PR()JECT – Identity System for a Concept-Driven Creative Studio
THE PR()JECT is an interdisciplinary studio that merges fashion, culture, and editorial thinking. As the brand was forming its foundation, I was brought on to define and lead its visual and strategic identity. The challenge was to create a brand system that embodies the idea of “Now”—timely, adaptable, and open to evolution. The resulting identity reflects both structure and fluidity, supporting creative experimentation while maintaining clarity across digital, editorial, and spatial expressions.
Role
- Brand Strategist & Designer
- Led naming, concept development, and visual identity system
- Designed the studio’s logotype, typography system, layout rules, and brand guidelines
- Built the official website with a flexible modular layout reflecting brand adaptability
- Planned and directed content structure, tone of voice, and launch marketing strategy
- Led naming, concept development, and visual identity system
- Designed the studio’s logotype, typography system, layout rules, and brand guidelines
- Built the official website with a flexible modular layout reflecting brand adaptability
- Planned and directed content structure, tone of voice, and launch marketing strategy
Challenge
- Define a brand that merges diverse creative disciplines under one cohesive identity
- Visualize the studio’s abstract core value of “Now” as a timeless yet flexible design system
- Establish a distinctive and scalable identity that can evolve across mediums, from digital to spatial
- Communicate both structure and openness across visuals, messaging, and user experience
- Visualize the studio’s abstract core value of “Now” as a timeless yet flexible design system
- Establish a distinctive and scalable identity that can evolve across mediums, from digital to spatial
- Communicate both structure and openness across visuals, messaging, and user experience
Creative Approach
- Substituted the “O” in “PROJECT” with parentheses “()” as a visual symbol of flexibility, exploration, and future expansion
- Combined Acumin and Times New Roman to express the duality of precision and fluidity
- Developed a minimalist yet adaptable identity system with room for creative modulation
- Designed a monochrome digital interface to prioritize function, clarity, and responsive movement
- Anchored all messaging in the brand’s core concept of immediacy, present-tense problem solving, and interdisciplinary creativity
- Combined Acumin and Times New Roman to express the duality of precision and fluidity
- Developed a minimalist yet adaptable identity system with room for creative modulation
- Designed a monochrome digital interface to prioritize function, clarity, and responsive movement
- Anchored all messaging in the brand’s core concept of immediacy, present-tense problem solving, and interdisciplinary creativity
Outcome
- Launched a unified brand and website that clearly expressed the studio’s vision
- Secured early client collaborations within the first month of launch
- Attracted creatives and partners across design, media, and fashion
- Built a scalable identity system used in pitches, proposals, and cultural events
- Helped grow the studio through word-of-mouth and strategic collaborations
- Recognized as the core creative lead behind the brand’s identity and launch success
- Secured early client collaborations within the first month of launch
- Attracted creatives and partners across design, media, and fashion
- Built a scalable identity system used in pitches, proposals, and cultural events
- Helped grow the studio through word-of-mouth and strategic collaborations
- Recognized as the core creative lead behind the brand’s identity and launch success
THE PROJECT GROUP Brand Identity
Brand Identity
A FLOW, BOLD & First Ent.
Brand Identity
A FLOW, BOLD & First Ent.
Client: The Project Group
Task scope: Full Branding
Partial scope: Creative Direction
Sub task: Strategy, Identity, Website, Signage, SNS, Guidelines
Category: Studio
Date of completion: 2024
Task scope: Full Branding
Partial scope: Creative Direction
Sub task: Strategy, Identity, Website, Signage, SNS, Guidelines
Category: Studio
Date of completion: 2024
