Case Studies
Learning Hangeul
Korean culture and language has rapidly become popular around the world. While Hangeul is a relatively easy alphabet, many have not learned the basics of reading the language leading to mispronunciation of certain words that have been transliterated (ie. bi-bim-bap). Language teaching apps exist; however, users discontinue their learning once it becomes mundane. How might we instruct the basics of reading and pronouncing Hangeul to non-Korean speakers in a short, engaging, and straightforward format? Create a short and informative type in motion piece, utilizing Latin script to transliterate Hangeul characters and its pronunciation accurately.
Ears Wide Open
We often play music while we are performing other tasks, therefore our emotional connection and remembrance of songs are limited. However, songs have the ability to transport us to an exact time and/or place when experienced in a specialized music-listening setting. What kinds of emotional responses can music induce in relation to our past experiences, significant events, personal relationships, etc.? Furthermore, is it possible to empathize with others’ emotions not having the same relationship to the music? A communal flip book of collected statements discusses emotional connections to specific songs based on personal life experiences.
Through an empathic emotional interpretation, abstract paintings were created to visually translate each statement. Every spread includes scannable codes (for Apple Music and Spotify) above blank spaces dedicated for book owner’s and friends to contribute their visualizations. Paintings and statements are fully obscured, encouraging readers to actively listen, meditate, and self-reflect without any emotional or visual influence. They draw what they see/hear/feel first, then reveal the song’s visualization and submitted statement and are able to note similarities and differences.
YMCA Canada Rebrand
The YMCA of Canada’s current brand identity utilizes imagery dating back to 1891, claiming the red triangle graphic as a historical reference. The visual language of the logo translates to a very corporate and rigid organization, contradicting their core values. How might we rekindle YMCA’s welcoming, family-centred, and playful community spirit into their identity system? Bringing a fluid and organic movement to the brand’s visual identity better communicates the YMCA of Canada’s mission, “dedicated to the growth of all persons in spirit, mind and body, and to their sense of responsibility to each other and to the global community”. The new identity creates a welcoming environment and strongly evokes movement.
The proposed identity employs less mechanical and more organic shapes, creating openness and inviting movement. The logo will serve as an instantly recognizable symbol of the brand. Composed of a wordmark and icon, this redesign evokes both a playful and trustworthy notion, hand in hand. Stemming from the logo, a system of fluid elements using the same brush stroke quality was created for use across all design collateral. Typefaces were selected with open counters and wide features, enhancing a welcoming and open-minded feeling while also increasing legibility and readability at all sizes.
