Sehee Yun

Building a Flexible Identity for a Creative Studio

THE PR()JECT is an interdisciplinary creative studio working across fashion, culture, and editorial. I led the brand from its foundation—developing the name, concept, visual identity, and digital experience around a central idea: “Now.” The resulting identity was designed to be structured yet adaptable, giving the studio a recognizable foundation while leaving room to evolve across different disciplines and expressions.

Category: Brand Identity
Role: Brand Strategy · Identity Design · Art Direction
Output: Naming · Visual Identity · Website · Brand Guidelines
Year:2024

THE IDEA: PR()JECT

The identity began with a simple intervention: replacing the “O” in PROJECT with “()”.

Rather than giving the studio a fixed definition, the symbol creates an open space—something that can hold different ideas, disciplines, and collaborations. It became the foundation for a visual identity designed to evolve with the studio.

A SYSTEM BUILT TO ADAPT

The visual system balances two contrasting qualities: structure and openness. A restrained monochrome palette provides consistency, while contrasting typography and flexible layouts allow the identity to shift across different types of content.

Rather than defining a single fixed expression, the system establishes a set of visual rules that can adapt across digital, editorial, and physical applications.

Challenge

The challenge was to create a cohesive identity for a studio working across multiple creative disciplines, while avoiding a visual language that felt too fixed or limiting. The system needed to be recognizable yet open enough to evolve across different projects, mediums, and collaborations.

Creative Approach

  • Replaced the “O” in “PROJECT” with “()” to create an open, adaptable symbol for the studio.

  • Paired Acumin with Times New Roman to balance precision with a more editorial character.

  • Developed a monochrome visual language supported by flexible typography and layout rules.

  • Extended the identity across the website, editorial content, presentations, and physical applications.

Outcome

Following its launch, THE PR()JECT gained visibility across design, fashion, and culture media, with the studio and its identity featured in multiple editorial publications. The system became a flexible foundation for the studio’s website, presentations, and ongoing creative initiatives.

Recognition
Selected and featured by Monthly Design (Designhouse) as part of its annual year-end design feature.