01
Brand Identity · Packaging2026
Brand Identity · Packaging
GOLMOKGIL
A contemporary take-away tea bar inspired by the narrow alleys of Seochon. The identity connects Korean tea culture with the rhythm of walking through the city.
View case study ↘Designing identities
that live & move.
I build clear, characterful worlds across
brand identity and digital experiences.
Selected work
(04)02
UX/UI · Service Design2026
UX/UI · Service Design
DayON
A night-time city platform for people who work after dark—making open services, safer routes and reliable local information easier to find.
View case study ↘03
FL
Brand System · Digital2026
Brand System · Digital
Flooin
A visual system for fluid connections between global cities. Motion, wayfinding and interface elements form one continuous journey.
View case study ↘04
Festival Identity · Campaign2024
Festival Identity · Campaign
Hangang Music Festival
A vibrant festival identity with Hanwha Life, celebrating gratitude, togetherness, love and friendship by the Hangang.
View case study ↘Case 01 / 04
GOLMOKGIL
A take-away Korean tea brand that turns a formal, sit-down tradition into an everyday drink made for walking through the city.
- Role
- Strategy, identity, packaging
- Context
- Historic districts, Seoul
- Year
- 2026
골목길
TRADITIONAL TEA
TO GO
The idea
Traditional tea,
made for the walk.
GOLMOKGIL shifts Korean tea from a ceremonial destination to a light, mobile ritual. Positioned along cultural walking routes around Gyeongbokgung, Deoksugung, Seochon and Bukchon, the brand connects flavor, place and movement for young locals and international visitors.
Primary identityGOLMOKGIL
KOREAN TEA
GOLMOKGILKOREAN TEA
Persimmon
#671D27Rice Paper
#ECD8BAInk
#17110E
Next caseDayON ↘#671D27Rice Paper
#ECD8BAInk
#17110E
Warm, grounded colors reference traditional ingredients and the materiality of Hanji without becoming nostalgic.
Case 02 / 04
DayON
A city service that keeps useful information on when the rest of the city switches off.
- Role
- UX strategy, UI design
- Audience
- Night workers
- Year
- 2026
REAL-TIME URBAN INTELLIGENCE
STILL ON.
A city guide built
for the night shift.
SEOUL / AFTER DARK / 2026The challenge
City information
should not switch off.
Late-night services are fragmented and often unreliable. DayON brings open places, safer routes and real-time reports into one clear interface.
35%of night workers have experienced safety risks after dark
DayON shifts city search from static place data to time-aware information that responds to what is available now.
01 / PRIMARY IDENTITY
A signal that connects daylight energy
with the rhythm of the city at night.
02 / COLOR SYSTEM
- Signal Yellow
- #FFE91F
- Deep Blue
- #263149
- Day White
- #FFFFFF
- Night Black
- #0A0A09
at a glance
nearby
from the street
Core experience
Locate→Find open places→Choose a route→Report an update
Case 03 / 04
Flooin
A global mobility experience brand connecting people, places and moments through one seamless journey.
- Role
- Brand system, mobility UX
- Scope
- Seoul to New York
- Year
- 2026
SEOULTOKYOLONDONNEW YORK
FLOOIN
ONE CONTINUOUS URBAN FLOW
The experience
Every mode.
One continuous flow.
Flooin does not operate a single mode of transport. It designs the full journey—walking, riding, transferring and arriving—through one calm, connected system.
ONE JOURNEY
Walk→Ride→Transfer→Arrive
Physical spaces and digital guidance move together.
01Less steps02Clear direction03Seamless connection04Calm experience
meets the city.
One journey.
Four cities.
FLOWJOINMOVEIN
Next caseHangang Music Festival ↘Case 04 / 04Hangang Music
Hangang Music
Festival
A warm, energetic identity for a shared summer music experience with Hanwha Life.
- Role
- Identity, poster, campaign
- Partner
- Hanwha Life
- Year
- 2024
WITH HANWHA LIFEHANGANG
HANGANG
MUSIC FESTIVAL
GRATITUDE · TOGETHERNESS
LOVE · FRIENDSHIP
The idea
Four feelings.
One shared moment.
The symbol grows from linked hands, an infinity loop and a heart. Its flowing form becomes a warm visual language for the relationships and emotions that gather by the Hangang.
GratitudeTogethernessLoveFriendship
Logo development
Hands become
one continuous wave.
Connection, infinity and the heart are distilled into a single flowing symbol—turning togetherness into an image that feels open, joyful and alive.
Selected Graphic Work / 2024Relation
Relation
with Tradition
A poster series that reinterprets architectural details from Gyeongbokgung Palace as contemporary modular graphic forms.
- Discipline
- Editorial poster, 3D graphics
- Tools
- Cinema 4D, Illustrator, Photoshop
- Year
- 2024
One modular language.
The concept
Tradition is not copied.
It is reconstructed.
Small structural details from four palace buildings are observed, reduced into simple modules, then repeated and connected into dense three-dimensional forms. The system translates historic architecture into a direct visual language for international visitors.
02 / MATERIAL STUDY
Rendered geometry meets a restrained editorial grid, allowing each architectural form to remain the focus.
The process
Observe
Extract
Repeat
Construct
Each composition begins with one architectural feature. The module is mirrored, rotated and layered before being extruded in Cinema 4D and refined for the final poster system.
Rectangular column details are mirrored and repeated into a balanced, eye-like structure.
Simple structural forms expand radially to express royal authority, order and strength.
A floral geometry grows through rotation and reflection, referencing royal celebrations and gatherings.
Pavilion lines meet the rhythm of Korea's first electric streetlights in a precise modular frame.
About / Soohyun Lim
Curious by nature,
precise by design.
I'm a visual designer based in Seoul, focused on branding and UX/UI. I enjoy turning observations about people, place and culture into systems that feel both useful and memorable.
My practice moves between identity, editorial, packaging and interface design—with a particular interest in how a brand behaves beyond a logo.
Brand IdentityArt DirectionUX/UI DesignEditorialAdobe CCFigma