ONWARD : Six Universities in London

“The next station is… somewhere between Seoul and London.”

In a London Underground station, a familiar announcement plays. Somewhere between Seoul and London.
This work began from the sensation of that moment — the instant the announcement plays.

They each began their studies in London at different schools, at different times. UCL, LSE, LBS, King’s College London, Imperial College London, UAL — though they walked different paths across different campuses, what the city of London left in them turned out to be remarkably alike.

Overlaying those parallel trajectories onto a single frame is where this work begins.

A stream of water fills the screen, surging upward against gravity. Not a calm river, but a wave rising against its own current. It gives form to the meaning of ‘ONWARD’ — a forward motion that never stops, moving toward the future. The typography, tilted at a diagonal, carries the speed and direction of that current, generating momentum across the entire frame.

Water is both a metaphor and a literal fact — this journey begins aboard a boat on the Han River. Under the same river, a night in London is met again.

The vision reflects alumni from different schools looking toward a single direction, continuing to build new possibilities and connections through their association. Like that current, they move forward without stopping.

The Korean Alumni Association of Six London Universities begins its first step: ONWARD. A place where those once scattered across their own paths now look in one direction and reconnect — a place where new possibilities begin. This poster and film mark that starting point.

The poster and film were produced as a series of four, with the video and sound created using AI tools. The opening line, “The next station is… somewhere between Seoul and London,” is disclosed to be an AI-recreated voice of the actual London Underground announcement narrator familiar to Londoners.

Mogmi Branding. BI

Mogmi

C2C : Hangeul Lettering Workshop

Cultural Code & Flag Works

Cultural Code:
Designing Flags: Seoul x San Francisco Design Workshop 2025

Workshop Planning & Tutors
Daeki Shim x Chris Hamamoto

This workshop is an international collaborative project jointly conducted by students from Seoul National University (SNU) and the California College of the Arts (CCA). Its primary objective is to explore the unique cultural codes of Seoul and San Francisco and to visualize them through symbolic structures—specifically, the format of the flag.

Grounded in symbolic and cultural-theoretical perspectives, the workshop examines both the material and immaterial dimensions of urban culture, with particular attention to the duality of the visible and the invisible. By reinterpreting each city’s cultural codes into a structured visual language, the project seeks to render visible the complex emotional and experiential layers embedded within urban space.

Participants form interdisciplinary teams composed of students from both institutions, collaboratively analyzing the cultural codes and identities of each city through symbolic elements, typography, and graphic design. Through this collaborative process, a single flag is jointly produced as an integrated visual outcome. The project proposes a new relational context between urbanity, culture, and identity through visual media, while fostering dialogue between two cities shaped by distinct cultural backgrounds.

The completed flag works were exhibited at the San Francisco Art Book Fair in the United States and at 019 Ghent in Ghent, Belgium. Through these exhibitions, the workshop shared its research-based and practice-driven outcomes within an international context, providing a platform that expanded public engagement and cultural exchange.

Guest Critic for the Workshop
Sara Raffo (California College of the Arts)

Workshop Hosts
+ Seoul National University, California College of the Arts, DAEKI and JUN

Flag Works Exhibition
+ Exhibition Planning: Chris Hamamoto
+ Exhibition Period: July 10—13, 2025
+ Exhibition Partner & Venue: MSP Foundation, SF Art Book Fair
+ Host: Seoul National University

Cultural Code Exhibition
+ Exhibition Planning: Daeki Shim
+ Exhibition Period: July—September, 2025 (Two Months)
+ Exhibition Partner & Venue: 019 Ghent
+ Hosts: Seoul National University, California College of the Arts, DAEKI and JUN

TomaHope Branding. BI

Tomarrow
– TomaHope (Ale. Beer)

Tomarrow Magnet

Tomarrow
– Magnet Set & Magnetic Board

Tomarrow Branding. BI

Tomarrow
– Branding. Brand Identity. BI

Gangwon State Branding. CI

GANGWON STATE CI Gangwon Province → GANGWON STATE.

In 2023, the Corporate Identity (CI) of GANGWON STATE was newly designed. The identity represents the direction of a growing industrial city moving towards the future with arrows. Simultaneously, we incorporated the letter ‘ㄱ’ (giyeok), the first letter of the Korean alphabet, Hangeul.

The graphic concept of GANGWON STATE CI is ‘Growth,’ representing the proactive, dynamic, and enterprising attitude of moving forward. Additionally, the graphic motif of GANGWON STATE CI is ‘ㄱ (giyeok),’ which is the first letter of the Korean alphabet, Hangeul. It emphasizes that GANGWON STATE is a region of Korea that is proud of its history and tradition, and also signifies a positive future for the country that begins here.

Gangwon’s identity has changed after 27 years, and the new one clearly shows where it is headed.

DDP : dnA Branding. BI

Gdf Branding. BI

Starting with Gdf (Gangwon Design Festa) in 2022, it represents a new flexible identity for an annual event and exhibition held at the end of each year. The Gdf flexible identity embodies the concepts of new ‘changes,’ dynamic ‘progress,’ and ‘growth’ in Gangwon State’s design industry and culture.