Led creative direction for the acclaimed Sleep No More, overseeing branding, logo, visual identity, mood, and brandbook. Designed promotional assets including posters, tickets, merchandise, and on-site graphics. Developed set concept and visual tone of Interior and exterior to support the immersive narrative.
Poster Series: “Nightmare” Concept – Sleep No More Inspired by Shakespeare’s Macbeth
This teaser poster series visualizes the descent into madness and the inescapable curse foretold by the witches. Represented by ominous crows, the witches' presence grows stronger across the three posters, symbolizing the progression of the curse. The visuals portray Lady Macbeth unraveling into madness and Macbeth, tormented and sleepless, haunted by guilt and fate.
The Raven The raven has come, The nightmare has started, As witches weave fate in whispers, dark-hearted.
The haunted A haunted face, pale in candle’s breath, bears the whispers of witches and the shadow of the raven’s death.
Sleepless nights Methought I heard a voice cry, ‘Sleep no more! Macbeth does murder sleep’—the innocent sleep.
Client: Ms.Jackson
Production: Punchdrunk
Designed for a Poster and key visual for the marketing materials.
Location : The Hyundai Seoul
Client: Ms.Jackson
“Beyond The Road” is a collaboration among creative producer Colin Nightingale, creative director Stephen Dobbie and British electronic band Unkle’s member and curator James Lavelle. Artworks of all kinds — paintings, sculptures and video art — are on the show.
Led design initiatives for Samsung’s global site UI/UX, including SmartThings, Game Portal, and online/offline in-store app design for India.
Art Direction: Songhee Lee
Agency: Cheil Group / PENGTAI
This "Accessibility" webpage was designed to highlight our efforts to ensure equal and convenient access to Samsung products and services by all. Improvements were made to further remove entry barriers by disability type (vision, hearing, mobility, and cognition disabilities), provide a wider range of information on useful products and web accessibility, and help users readily recognize information by enhancing visibility based on intuitive copy and illustrations.
The project has recognized as IF design winner on 2023.
Victoria’s Secret’s seasonal design for Black Friday, Valentine’s day and the fashion show.
Along with Victoria's Secret new LOVE perfume release, I redesigned the company's emoji available for use on iMessage — available once the Victoria Secret app has been downloaded from the Apple App Store.
Victoria’s Secret iconic illustration for VS app, photoshot props, website, email, social, and products including beauty pouches, PJs, underwear.
