Neighborhood Branding

Hongdae is one of Seoul’s most vibrant districts, known for its youthful energy, street performances, nightlife, and creative culture. This project reimagines Hongdae’s visual identity with a branding system that captures its playful and artistic atmosphere. The campaign celebrates the district’s connection to music, art, and community through a colorful and modern design language.

Hongdae, Seoul, South Korea

Early Exploration

The early exploration focused on developing a brand identity that captures Hongdae’s playful and artistic energy. I experimented with soft pastel tones contrasted by neon-inspired accents to reflect the neighborhood’s vibrant nightlife. The logo’s character, wearing headphones, represents Hongdae’s deep connection to music and youth culture, while the rounded typography enhances its friendly and approachable feel.

Final Design

The final design applies the Hongdae branding across various outdoor and digital environments, showcasing its versatility and vibrant personality. The neon-inspired palette and playful logo bring energy to cityscapes, echoing the nightlife and creative culture Hongdae is known for. Each placement—from billboards to light pole banners—captures the excitement of exploring this dynamic neighborhood through color, light, and motion.