“For Hyundai Department Store, one of the most established department stores in South Korea, we created an entire brand identity based on an already-developed logo and color palette from Base Design’s New York City office. In order to represent this brand’s core concept—duality—we designed a graphic motif of two Hs organically woven together. We also developed a Korean logotype and a refined, segmented color system to be applied to everything—signage, shopping bags, parking tickets, direct marketing materials, printed editorial designs, gift packaging, beverage packaging, ribbon designs and price tags.”