Opportunity
The Association Typographique Internationale (ATypI) is a nonprofit organization dedicated to advancing typography and the field of type design. For this conference proposal, the challenge was to create a compelling host city identity that reflected both Seoul's cultural character and the conference's mission of fostering dialogue, innovation, and exploration within type design.
Goal
As the brand designer, I developed the conference theme, visual identity, and application system. My goal was to create a concept that felt uniquely tied to Seoul while celebrating the creative possibilities of typography, and encourage attendees to look beyond what type says and explore what it can show.
process
I immersed myself in Seoul's culture, architecture, and typographic history, looking for ways to connect the city's identity with the conference experience. Inspired by the pictorial qualities of Hangul, I experimented with transforming letterforms into imagery, using type to construct an abstracted Seoul skyline that became the foundation of the visual system.
Outcome
The final identity transforms typography into both a communication tool and a visual experience, blurring the line between reading and seeing. Applied across posters, wayfinding, digital assets, and merchandise, the system creates a cohesive conference experience that celebrates Seoul's typographic heritage while inviting attendees to rethink the relationship between words and images.
