04 Sangsangwoori — Hyuna Nam Folio

(04)

Brand Design

Social Enterprise

2018

Sangsangwoori is a social platform that empowers middle-aged individuals with valuable life experiences and wisdom to embark on new journeys and contribute to social innovation. It provides career transition opportunities and educational programs, supporting individuals in navigating post-retirement employment and lifelong learning.

What was the situation?

Sangsangwoori needed a branding strategy that symbolically represents its role in connecting the experiences and expertise of middle-aged individuals with new opportunities. The goal was to strengthen the platform’s identity through a bold and impactful branding system, designed to be seamlessly applied to the logo and program brochures, enhancing the overall perception of the service.

How did I approach it?

I developed a symbolic logo and pattern system inspired by continuous line illustration, representing the value of generations coming together and moving forward as one. The fluid, interconnected curves form diverse shapes, symbolizing endless possibilities and opportunities. To enhance clarity and versatility, I selected three primary colors, each representing different stakeholders, allowing for distinct yet cohesive applications across various touchpoints.

What value did I deliver?

The new branding revitalized the previously dull and uninspiring corporate image, bringing energy and distinctiveness to the platform. Since its 2018 renewal, it has been continuously applied across various programs, reinforcing the brand’s identity and impact.

■ Client: Sangsangwoori Seoul, Korea

■ Credit
- Creative Director: Jeyoun Lee
- Lead Designer: Hyuna Nam
- Influenced by: Jonathan Calugi

■ This Project was created during my tenure at Eggplant Factory for Sangsangwoori.

■ To adapt the work for my portfolio, I refined certain design elements and improved the presentation format to better illustrate my creative process.