2025
Audio Intuition → Visual Logic.
Crafting a scalable identity system that visualizes the invisible dialogue between music and machine.
[Coming Soon.]
2023
9 MLB Identities → 1 Cohesive Diamond System.
A generative AI-powered visual synthesis designed to anchor high-visibility OOH and immersive event environments.
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2025
Conceptual Ideation → Structural Governance.
Contributing to bi[o]hub's early-stage visual research and establishing the definitive motion language and guidelines that anchor the brand's digital presence.
[Coming Soon]
2025
Abstract Data → Generative Visuals.
Populating TILT's cards with distinct, AI-generated imagery to enhance the visual logic of AI securities.
[Coming Soon]
2023
Hardware Logic → Typographic Motion.
A conceptual exploration of the Samsung Z Flip 5 identity, distilling its innovative mechanism into a dynamic visual grammar and flexible brand system.
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2024,2025
Retro Aesthetics → Modern Viral Success.
Architecting the unified 80s visual strategy for MET-Rx Flex, encompassing e-commerce, Amazon, and retail POP. Directing the John Cena campaign video to bridge nostalgic storytelling with record-breaking digital conversion.
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2025
Traditional Nostalgia → Modern Innovation.
Architected the "Holiday Within" global visual strategy by conceptualizing the Samsung display as a "vessel" for festive magic. Leading the core concept development, I engineered a strategic visual twist that seamlessly integrated classic ornament reflections with product surfaces—bridging heritage aesthetics and modern innovation. This minimalist, unexpected narrative was executed as the Official 2025 Global Key Visual (KV) Guideline, unifying the brand’s holiday presence across all regional markets.
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2024
Heritage Refresh → Scalable Design System.
Leading the visual transformation of Gulfstream Casino, codifying the brand architecture for high-visibility OOH, direct mail, and a fully implemented web presence.
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2024
Luxury Aesthetics → Generative Synthesis.
Engineering a bespoke AI floral system for John Hardy, defining the visual and kinetic standards for a seamless, tech-forward Mother’s Day digital experience.
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2023
Concept Sketching → Global Design Standard.
Defining the early UI trajectory for ABB through strategic visual exploration and interface proposals that became the foundation for their award-winning design.
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2022 MFA project updated in 2026
The Words We Repeat → The Worlds We Build
LINK TO THE WEBSITE
This project addresses the critical relationship between language and reality. By developing a custom web tool that parses conversation history, I explore the potential of Generative AI to act as a bridge between abstract data and human emotion.
Every definition in this system is shaped by internal logic and shared breath, proving that even in a digital-first world, our most frequent vocabulary remains the most robust architecture of our togetherness.
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2022
Digital Isolation → Secure Human Connection.
RSVP was conceived as an invite-only virtual platform to ensure participant safety and integrity during the global pandemic.
I developed a visual identity where the logomark symbolizes inclusivity, balancing strict security protocols with an intuitive design to foster deep community engagement.
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2022
Scretletter.com
Digital Decay → Physical Permanence.
By archiving the fleeting moments of real-time digital blurring into the raw texture of Risography, I explore the duality between data ephemerality and physical endurance.
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2023
Cultural Barriers → Tangible Mechanism of Inclusion.
A strategic branding system for Otis Design Week that fosters cross-cultural community through tangible identity expression.
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2026
Concept: Hanbok → Redefinition: Speculative Future.
An AI-art direction exploration awarded 1st place in the AI Master Award, deconstructing and reimagining Korean traditional attire through generative visual synthesis.
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2026
Organic Form → Digital Synthesis.
A generative exploration of post-biological existence, visualizing the harmony and tension between natural heritage and speculative technology. Part of a continuous study on the 'Coexistence of Conflicting Worlds.'
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