Jumyoung Lee
A designer and curator based in Seoul and New York, focusing on brand identity and type design.
Selected Projects
Haesi
Blue Note
TypeTypeType
Jeonglimsaji Museum
Double D
All Works
Typeface
About
Contact
Jumyoung Lee
A designer and curator based in Seoul and New York, focusing on brand identity and type design.
Selected Projects
Haesi
Blue Note
TypeTypeType
Jeonglimsaji Museum
Double D
All Works
Typeface
About
Contact
Identity, Web
To secure competitiveness in the domestic design industry and enhance the outdated identity and website experience, Double D carried out a six-month-long rebranding initiative.
As the project’s lead designer, I oversaw the overall development of the design system, including art direction, design, and content creation for the website and the project portfolio.
The new logo set in FK Screamer visualizes the bold, witty, and lively impression of Double D.
Typography
Double D's new typography system consists of FK Screamer Legacy as its primary typeface and Saans(English) and Sandoll Gothic Neo1 (Korean) as secondary typefaces.
Double D's new typography system consists of FK Screamer Legacy as its primary typeface and Saans(English) and Sandoll Gothic Neo1 (Korean) as secondary typefaces.
Website
The existing portfolio of Double D primarily relied on photographs, making it difficult to get a clear overview of where Double D's work ranged from and to. To address this issue, the new website restructured the portfolio into two forms: "Works," which provides in-depth insights into project details, and "Case Studies," which introduce project strategies and behind-the-scenes stories through interviews with project participants.
The existing portfolio of Double D primarily relied on photographs, making it difficult to get a clear overview of where Double D's work ranged from and to. To address this issue, the new website restructured the portfolio into two forms: "Works," which provides in-depth insights into project details, and "Case Studies," which introduce project strategies and behind-the-scenes stories through interviews with project participants.
Visit Website
For "Works," we departed from the previous photo-centric portfolio format and actively incorporated motion graphics to provide in-depth explanations of project details such as logo design, typography, and icons.
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"Case Studies" is a new portfolio format introduced during the website renewal. It offers a detailed analysis of each project through interviews with project participants, sharing their stories and strategies. Through this approach, we aimed to provide a comprehensive view of the project by including content that was not previously available on the website.
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Client
Double D
Credit
Creative Direction: Minjae Huh
Art Direction: Ihnwung Glenn Jeon, Junbeom Woo
Design: Jumyoung Lee, Jaehwi Han, Juyeon Park, Will Lee, Jungwon Bae
Collaboration
Verbal Branding: Agencement(Hyejin Choi)
Web Development: Etecool(Yeoleum Yun)
Spatial design : Simone Cho
Photography : Jin Yoojeong
Typeface
FK Screamer Legacy (Florian Karsten)
Saans (Displaay)