Jenny SeoYoon Kim



SELECTED

campaign, art direction

Nature’s Path

2025

brand identity

Higher Frequency Festival

2024

brand identity, art direction, packaging

Hidden Valley Ranch: Double Ranch Collab

2024

campaign, art direction

Liga MX

2023

brand identity, packaging

FCB Makers Market

2022

brand identity,  motion

Chicago Public Library Foundation Awards 2024

2024

art direction, editorial

Menus & Cookbooks

2021-2024

brand identity

Chicago Public Library Foundation Awards 2022

2022

brand identity, packaging

DenTek

2023

brand identity, editorial 

Flat Iron Studio

2023–2025

campaign, art direction

Zyn

2023

custom typeface

Hangul Cards Set

2020


ARCHIVED

editorial

Whirlwind: A Study on the Power of Cultural Belief

2020

editorial

This American Life, Ep. 620:
To Be Real

2019


custom typeface

Clariona Regular

2019



Hangul Cards Set



agency:

inpendent

category:
custom typeface

published:
march 2020

recognition:
Type Directors Club 67 Winner
Communication Arts 2021 Typography Annual 11
Loosely based on Ray and Charles Eames’ House of Cards, this project aimed to design a cohesive set of cards that informs the viewer on a subject that is of interest to me as a design and as an individual. 

To provide a portal into a facet of my individuality and strive to make it resonate with a broader audience, I reflected on my past influences that shaped my identity and the way I see the world. 

As a designer born in Korea and raised in the Philippines, I created a set of educational cards that is meant to teach users how to form the Korean alphabet (Hangul) and pronounce them. Not only did I intend to express my cultural identity through the set of cards, but by incorporating a welcoming Filipino aesthetic, allowed users to see the Korean language as more approachable.



The card set’s design inspiration, the Jeepney, is the most commonly used form of public transportation that can be seen in the Philippines. Body panels are built with sheet metals or stainless steel, and decorated mostly with stickers or spray paint. Designs consist of caricatures, illustrations and pictures inspired from popular culture. 

The crazy color palette and —my favorite element—the beautiful handmade type, make the Jeepney a symbol of a warm and welcoming country that is the Philippines. The card set draws influence from the Jeepney to convey the same sentiment and showcase the approachability of the Korean alphabets.