Leading the Next Design Education Revolution in the AI-Driven Global Landscape In 2002, I pioneered the development of the Brand Design curriculum at Hanyang University, marking a transformative milestone in brand design education. This initiative redefined the academic framework for branding and positioned Hanyang University as a leader in design Read more…
Course Title: Formulating Culture Codes and Brand Design for Branding the 21st Century Invited by Shanghai Normal University, China Three-week course: November 23 – December 11, 2020 Course Brief In this course, the students learn the basic concepts of culture code and brand design by studying the Cultural Code Brand Read more…
A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Codes Choi, A. Y., Paek, J. E. (2020). A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Code. Journal of Brand Design Research, 18-3, 255-266. Brand Design Association Read more…
A Study on the Brand Association by Bilingual Typefaces Choi, A. Y. (2018). A Study on the Brand Association by Bilingual Typefaces. Journal of Brand Design Research, 16-4, 151-160. Brand Design Association of Korea (BDAK) Abstract This study aims to clarify the relationship between typefaces and brand association in brand design Read more…
A brand not only embodies a culture but also actively contributes to it. Consequently, fostering a strong cultural identity is the foundation for effective brand development and design. To foster consumer interest and build trust, brands can benefit from integrating culture codes that resonate with their audience. The “Culture Code Read more…
Culture Code Brand Design (CCBD) Model To successfully position a brand in today’s society, it must capture attention and build trust by effectively applying and communicating cultural codes that resonate with target consumers. The essence of brand design research lies in understanding how to create and convey cultural values that Read more…
Brand Life Cycle supported by Brand Experience Design I formulated the BX Model to build a brand based on understanding the brand, market, target, and culture by utilizing the Recognition, Perception, Decision Making, Decoding, and Trending Processes. The BX model is the foundation for my design and teaching philosophy, ‘The Read more…
Initiated a Typeface and Font Design Since 1995 THE CHALLENGE Personal signature typeface Typefaces represent an idea, culture, time, and history. Throughout history, the typefaces converted into a stereotype in delivering messages. Some typeface features represent concepts, but as globalization occurs, stereotype designs do not significantly affect concepts. THE SOLUTION Read more…