Since joining Branden, I have been involved in the brand’s rebranding process which focused on transitioning from an unclear brand identity to a more casual and inclusive brand with broader appeal.
Rather than relying on a minimal or flat visual approach, the rebranding required a more dimensional visual direction to strengthen brand character. In line with this, I took a leading role in planning and executing the brand’s photography post-rebranding, covering everything from core product shots to model and product-driven visual narratives.

With the rebranding, a new logo design was required to reflect the updated brand identity.
To clearly communicate the brand’s message, I developed a logotype that seamlessly incorporates the brand slogan.
The goal was to express Branden as a practical brand that delivers everyday convenience translating this value into a logotype that communicates functionality and approachability in an intuitive and immediate way.

In establishing the brand identity, the primary challenge was creating a cohesive perception across a diverse product lineup.
Instead of relying on highly distinctive visuals, the brand’s external image was built on a shared design system using a black-and-white palette to ensure consistency and recognizability across all touchpoints.

By incorporating the slogan as a key visual component, the graphic direction was developed to feel understated yet confident—simple in form, with a subtle boldness that reinforces the brand’s presence.

Previously, Branden was largely recognized through a generic visual image which I saw as a limitation in creating meaningful and memorable visual communication with consumers.
I wanted to demonstrate how Branden’s products could feel both functionally effective and aesthetically appealing within everyday environments. Through lifestyle-driven product styling, the visuals were designed to present the brand as a natural and attractive presence in consumers’ daily spaces.

“The Aesthetics of Organization.”

To communicate the functional effectiveness of Branden’s products in a more intuitive way the image planning focused on before-and-after visuals that clearly highlight the difference in use.
To prevent the functional messaging from feeling rigid or overly technical the brand’s sense of sincerity and warmth was reflected throughout the visual tone and mood.
In addition, the before-and-after imagery was structured as usage examples tailored to different consumer scenarios,
visually expressing the brand message of “The Aesthetics of Organization.”
Through this approach, the visuals were designed to balance functional efficiency with aesthetic refinement.

Expanding on the brand concept of “The Aesthetics of Organization, an exhibition-style pop-up store was created for Branden. The space was designed to contrast unorganized before scenes and organized after scenes within a single-person living environment, allowing visitors to visually and spatially experience the effects of organization.

A travel scenario was also introduced through a hotel room setting, where cluttered luggage and shopping bags in the before state were transformed into a clean and organized after state using Branden’s products.
Through these spatial narratives, the pop-up store communicated the brand’s functional value as an experiential journey.

A travel scenario was also introduced through a hotel room setting, where cluttered luggage and shopping bags in the before state were transformed into a clean and organized after state using Branden’s products.
Through these spatial narratives, the pop-up store communicated the brand’s functional value as an experiential journey.

Within the visually dense environment of Hyundai Department Store an illustration-based key visual was developed to ensure the pop-up store stood out and captured attention.
The key visual intuitively communicated the concept of before and after, allowing visitors to quickly grasp the idea while naturally prompting curiosity— inviting them to pause and ask, “What is this space?”