The Concept
The Association Typographique Internationale (ATypI) is a nonprofit organization dedicated to advancing typography and type design. Every year, ATypI hosts global conferences to foster conversation, innovation, and collaboration
in the field of type.
in the field of type.
The Project
For my ATypI 2025 conference proposal, I chose Seoul, South Korea as the host city, celebrating its vibrant culture and unique typographic heritage. I developed the conference theme and branding around the pictorial nature of Hangul, the Korean writing system, which blends phonetics and visual structure. The theme encourages attendees to explore the relationship between words and images: how typography can create visuals and how visuals can create language. The logo and branding embody this idea, transforming letterforms into imagery that reflects the energy of Seoul.
I designed the conference typography to merge letterforms and pictorial elements, using type to construct an abstracted Seoul skyline. This style reinforced the event’s theme while ensuring a bold, recognizable visual identity. I then applied this system across a variety of touchpoints, including posters, wayfinding, digital assets, and merchandise, creating a cohesive brand experience that invites attendees to rethink the way type and image interact.
