The Idea Cabinet
01
Reframing Aging
Campaign Concept
Campaign Strategy / Brand Identity (2025)
Description
A campaign concept that challenges ageism by reframing aging as legacy, depth, and cultural value. Through the metaphor of
aged wine, the project questions why society celebrates “old” aesthetics while rejecting older people.
Keywords
Ageism / Storytelling / Cultural Perception / Legacy
Short campaign line
Aging is not the problem. The story we tell about it is.
02
Klips
Beauty Branding / Cultural Identity (2022)
Description
A K-beauty lip brand concept inspired by Korea’s global beauty influence, playful packaging culture, and the emotional confidence
of lip color. The project explores how Korean beauty can feel both accessible and iconic through visual identity, product storytelling,
and youthful brand attitude.
Keywords
K-Beauty / Lip Identity / Packaging / Cultural Branding / Confidence
Short Brand line
Korean It Girls’ Lips.
03
NaviApp: Transit Timing App Concept
Transit UX / Service Design / Mobile App Concept (2022)
Description
NaviApp is a mobile app concept for busy city commuters. It brings
bus times, subway schedules, and pedestrian traffic light timing into one interface, helping users move faster and
avoid missed connections.
Keywords
Transit UX / Urban Mobility / Time Management / Service Design / Mobile Interface
Short Brand line
Designed for the seconds that decide whether you make it or miss it.
04
FLO App Redesign
UX Analysis / Home Screen Redesign / Music App Interface (2023)
Description
A music app redesign concept created to make browsing and
listening feel more visual, emotional, and simple. The interface uses artist imagery, soft layouts, and clear navigation to help users
explore music in a more enjoyable way.
Keywords
UI Design / Music App / Visual Layout / User Experience / Digital Interface
Short Brand line
Making music feel easier to see, choose, and play.
05
Starlike Beauty
Brand Identity / Beauty Branding / Visual Direction (2024)
Description
A bold cosmetics brand concept created for women who want more expressive makeup in a Korean beauty market often centered on soft, natural color. Starlike Beauty uses vivid shades, confident character identity, and star-inspired visuals to celebrate individuality and
standout beauty.
Keywords
Beauty Branding / K-Beauty / Bold Color / Self-Expression / Visual Identity
Short Brand line
You shine like a star.
