Friends of Korea - Main new branding - Bridging cultures, empowering leaders, inspiring connections
BRANDING: as the Art Director for Friends of Korea, I was entrusted with developing a cohesive, professional brand identity that conveys the organization’s mission of intercultural exchange between Switzerland and Korea.
Friends of Korea, a non-profit based in Basel, Switzerland, is dedicated to fostering mutual understanding and cultural diplomacy through its commitment to educational and cultural collaboration.
With this vision in mind, I approached the branding, website design, and content creation with meticulous research and an understanding of how best to represent Friends of Korea’s unique purpose.
The branding process began with establishing a visual identity that captures the essence of a cross-cultural network dedicated to long-lasting connections and inclusivity.
At the heart of this visual strategy was the choice of a modern and corporate font, aptly named Korean, which brings a sleek, minimalistic feel and captures the organization's spirit of professional advancement with a distinctly Korean influence.
This font aligns with the innovative, forward-thinking qualities of Friends of Korea, while also being versatile for both digital and print applications.
CHALLENGE: this project required significant research, adaptability, and sensitivity to both cultural symbolism and the organization’s vision.
With each design choice, I aimed to respect and elevate the values of Friends of Korea, creating a distinctive, meaningful brand presence.
Friends of Korea, a non-profit based in Basel, Switzerland, is dedicated to fostering mutual understanding and cultural diplomacy through its commitment to educational and cultural collaboration.
With this vision in mind, I approached the branding, website design, and content creation with meticulous research and an understanding of how best to represent Friends of Korea’s unique purpose.
The branding process began with establishing a visual identity that captures the essence of a cross-cultural network dedicated to long-lasting connections and inclusivity.
At the heart of this visual strategy was the choice of a modern and corporate font, aptly named Korean, which brings a sleek, minimalistic feel and captures the organization's spirit of professional advancement with a distinctly Korean influence.
This font aligns with the innovative, forward-thinking qualities of Friends of Korea, while also being versatile for both digital and print applications.
CHALLENGE: this project required significant research, adaptability, and sensitivity to both cultural symbolism and the organization’s vision.
With each design choice, I aimed to respect and elevate the values of Friends of Korea, creating a distinctive, meaningful brand presence.
Friends of Korea - New branding - Color variation
Friends of Korea - New branding - Color variation
Friends of Korea - Bridging cultures, empowering leaders, inspiring connections
CI/BI: I developed as well both online and offline content aligned with the brand’s established visual language, including its font choices, color palette, and emblem.
These elements work harmoniously across platforms, reinforcing Friends of Korea’s mission and creating a consistent experience for all audiences.
These elements work harmoniously across platforms, reinforcing Friends of Korea’s mission and creating a consistent experience for all audiences.
Friends of Korea - Meet-up
Friends of Korea - Bridging cultures, empowering leaders, inspiring connections
BRANDING: for the logo, I initially designed an emblem inspired by elements of both the Korean and Swiss flags, creating a unique symbol exclusive to Friends of Korea.
This emblem was intended to be a visual shorthand for the organization, instantly recognizable and exclusive. However, at the CEO’s request, we opted to use separate flag elements to enhance direct recognition. Nevertheless, the original emblem remains a signature symbol that we can incorporate in various applications to subtly reinforce the brand identity.
This emblem was intended to be a visual shorthand for the organization, instantly recognizable and exclusive. However, at the CEO’s request, we opted to use separate flag elements to enhance direct recognition. Nevertheless, the original emblem remains a signature symbol that we can incorporate in various applications to subtly reinforce the brand identity.
Friends of Korea - Instagram post examples
Friends of Korea - Instagram post examples
Friends of Korea - Meet-up poster and window monogram signage at the entrance of the conference center
Friends of Korea - Meet-up poster and window signage at the entrance of the conference center
Friends of Korea - Bridging cultures, empowering leaders, inspiring connections
COLOR PALETTE: color choice was another critical aspect, while I initially proposed a vibrant, contemporary palette, we ultimately chose to work within the traditional Pantone colors of the Korean and Swiss flags to honor the historical ties each represents, even though they are subtler in tone.
This decision reinforced the brand’s commitment to authenticity and respect for tradition.
This decision reinforced the brand’s commitment to authenticity and respect for tradition.
Friends of Korea - Tee-shirt with front & back
Friends of Korea - LinkedIn page
Friends of Korea - Emblems & monogram
Friends of Korea - The website will be launched soon...
WEBSITE: the website design needed to embody the same values conveying Friends of Korea’s role as an intercultural network fostering connections and diplomacy while remaining polished and visually engaging.
To achieve this, I used large, impactful photographs and bold titles set in Recline, a modern font that enhances the professional look.
To achieve this, I used large, impactful photographs and bold titles set in Recline, a modern font that enhances the professional look.
Friends of Korea - New branding - Color variation
Friends of Korea - Website image retouched on Photoshop using IA
WEBSITE: I carefully edited and extended backgrounds in several photos, particularly the "About Us" image, which initially lacked visual interest.
This enhancement helped the site communicate the organization’s depth and appeal more effectively.
This enhancement helped the site communicate the organization’s depth and appeal more effectively.
Friends of Korea - Bridging cultures, empowering leaders, inspiring connections
CONTEXT: Friends of Korea is a unique intercultural network committed to fostering meaningful, lasting relationships that promote mutual understanding, cultural exchange, and public diplomacy between Korea and Switzerland.
Based in Basel, this non-profit organization operates without commercial interests, focusing solely on enriching Swiss-Korean connections.
With the support of the Embassy of Korea in Switzerland, Friends of Korea stands as the only dedicated cross-cultural association bridging these two nations, placing a particular emphasis on empowering the younger generation.
Through close collaboration with local and Korean networks, the organization is a trusted resource for individuals and communities eager to explore and engage with Korea.
By empowering Swiss Young Entrepreneurs in Korea, a cornerstone of Friends of Korea’s mission is its commitment to supporting Swiss young entrepreneurs, the organization is dedicated to helping them expand business ventures, create strategic partnerships, and successfully navigate the vibrant Korean market. Recognizing that entering a new, competitive economy can be both thrilling and challenging, Friends of Korea offers vital resources, trusted networks, and a wealth of experience to help these young professionals thrive in Korea.
Friends of Korea’s programs, networking events, and mentorship opportunities provide Swiss entrepreneurs with practical, hands-on support, these initiatives include connecting with industry leaders, gaining valuable market insights, and building a nuanced understanding of Korea's business landscape.
This approach equips young innovators not only to establish solid business connections but also to thrive and grow in the Korean market.
Building a Legacy of Cross-Cultural Partnerships, through its commitment to these relationships, Friends of Korea plays an instrumental role in fostering enduring cross-cultural partnerships that contribute to economic collaboration and growth.
By connecting young leaders, Friends of Korea is nurturing a legacy of mutual trust, shared purpose, and cultural understanding.
Friends of Korea invites you to join this vibrant community and be part of a future where collaboration across borders fosters new opportunities, shared ambitions, and lasting friendships.
Together, we can build a world where cultural exchange and professional aspirations drive success and unity between Switzerland and Korea.
Based in Basel, this non-profit organization operates without commercial interests, focusing solely on enriching Swiss-Korean connections.
With the support of the Embassy of Korea in Switzerland, Friends of Korea stands as the only dedicated cross-cultural association bridging these two nations, placing a particular emphasis on empowering the younger generation.
Through close collaboration with local and Korean networks, the organization is a trusted resource for individuals and communities eager to explore and engage with Korea.
By empowering Swiss Young Entrepreneurs in Korea, a cornerstone of Friends of Korea’s mission is its commitment to supporting Swiss young entrepreneurs, the organization is dedicated to helping them expand business ventures, create strategic partnerships, and successfully navigate the vibrant Korean market. Recognizing that entering a new, competitive economy can be both thrilling and challenging, Friends of Korea offers vital resources, trusted networks, and a wealth of experience to help these young professionals thrive in Korea.
Friends of Korea’s programs, networking events, and mentorship opportunities provide Swiss entrepreneurs with practical, hands-on support, these initiatives include connecting with industry leaders, gaining valuable market insights, and building a nuanced understanding of Korea's business landscape.
This approach equips young innovators not only to establish solid business connections but also to thrive and grow in the Korean market.
Building a Legacy of Cross-Cultural Partnerships, through its commitment to these relationships, Friends of Korea plays an instrumental role in fostering enduring cross-cultural partnerships that contribute to economic collaboration and growth.
By connecting young leaders, Friends of Korea is nurturing a legacy of mutual trust, shared purpose, and cultural understanding.
Friends of Korea invites you to join this vibrant community and be part of a future where collaboration across borders fosters new opportunities, shared ambitions, and lasting friendships.
Together, we can build a world where cultural exchange and professional aspirations drive success and unity between Switzerland and Korea.
Among the 2 directions I presented on the first round, I strongly recommended this specific branding and color palette to the client, though it was ultimately not chosen
