Seo Jeonghye

About

Jeonghye is a branding designer who translates ideas into visual language, creating experiences that connect with people.

She approaches every project by identifying its core problem and crafting design solutions that are both strategic and visually compelling. She explores the DNA of a brand, pushing visuals to work harder, speak louder and carry meaning.

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Season to Season

Season to Season is an experiential event that reconnects young adults with the forgotten rhythm of seasonal eating through the setting of a local market.

Recognising that traditional food knowledge often feels distant or impractical to modern lifestyles, the event transforms seasonal eating from abstract information into a hands-on, sensory journey. Through tasting, discovery and self-guided choices, visitors experience how ingredients shift with nature’s cycles and learn to engage with food more intuitively.

In doing so, the local market is reimagined as more than a transactional space. It becomes a cultural touchpoint where community, traditional wellness practices and the living pulse of the seasons continue to thrive.

Baybeats 2025

Baybeats 2025 is a rebranding project aimed at establishing a consistent visual identity across brand assets and connecting with Gen Z audiences.

The experimental sound of festival was visualised through pixelated music user interface icons and energetic colours. The pixelated graphics represent the atmosphere of Baybeats’ four different stages, and were used as key visual elements.

[Hana Card] Card Plate Design

A targeted card design series was proposed for young individuals and small business owners building their own lives. Differentiation was achieved through colour and texture, while the overall aim was to visually embody a trustworthy brand image.