DFFPM: Translating Architectural Philosophy into
DFFPM is the official online archive for architect Shin Hyung Cho. It serves as both a portfolio and a philosophical documentation platform, reflecting his thought process and spatial language. The project required a visual identity and website that would capture the subtlety, structure, and experimental quality of his architectural work. I led the brand concept, logotype development, and full UX/UI design of the site.
Role
Brand Identity & UX/UI Designer
Designed a digital archive structure and layout system for categorizing projects and thoughts
Led the end-to-end website design—typography, spacing, interactive behaviors
Defined tone of voice and content strategy to align with the architect’s philosophy
Challenge
Translate an abstract, philosophy-driven architectural language into digital form
Maintain strong visual restraint without compromising clarity or depth
Create a functional yet poetic space that feels like an extension of the architect’s thinking
Design a long-lasting identity that could evolve as a growing archive
Creative Approach
Chose soft serif typography and generous white space to suggest calm and clarity
Designed the logo with subtle curves and careful spacing to represent breath, slowness, and trust
Used desaturated earth tones, inspired by clay jars and natural materials, to reflect raw authenticity
Applied design rules that allowed variation across packaging SKUs while maintaining brand consistency
Integrated quiet visual motifs (e.g., moon phases, dew drops, mist) as optional elements in digital and seasonal content
Outcome
Delivered a digital identity that clearly translated the architect’s abstract philosophy into a refined user experience
Strengthened the client’s positioning as both a practicing architect and a critical thinker in the architectural field
Platform attracted attention from peer architects, curators, and design institutions—leading to new speaking and exhibition opportunities
Website was cited as a reference by design-focused media for its restrained yet expressive UX approach
Built a flexible platform for future texts, exhibitions, and archives
Pesronal Achievement
The founder was highly satisfied with the website design, which led to further opportunities for me to support both the site and marketing design efforts. More importantly, this experience laid the foundation for an ongoing partnership, where I’ve continued to work as the company’s branding design collaborator across various initiatives.
Client: Cho Shin Hyung
Category: Website Launch
Scope: Art Direction, UI Design, Social Media Strategy, Brand Guidelines
Year: 2024
