Soohyen Park

I design for brands across all sectors, big and small, near and far. I am based in San Francisco.

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Branding & Identity
A mixtape of logos, marks, logotypes, and their applications. 



Stacked

Single line



Kori Studio
Flags represent the essential identity of a nation. Red and blue, the dominant colors of both Korean and American flags, are in constant opposition to one another. They make us stop or go and turn water hot or cold. The colors blanket the United States with a red and blue quilt, and divide the Korean peninsula into two.
Kori means ‘link’ in Korean. The characters from both the Latin and Hangul letterforms correspond perfectly with each other in the way they look and sound, despite all their differences.  




River Café
My final project before graduating School of Visual Arts was my first full-blown branding project. I had to find time to squint at bezier curves while sleeping under desks with bleeding fingertips sliced open with an X-Acto blade—an experience commonly known as a student internship.
Instructor: Michael Ian Kaye



Mark

Lock up with logotype



Starwood Hotels & Resorts
They might be deconstructed beyond recognition but the base forms of the letters S and W are represented, and reconstructed into a star that is there but not there. 
Agency: Ogilvy & Mather, New York
Creative Direction: Michael Ian Kaye
Logotype Design: Bill Darling





Shuruart
Shuruart is a platform for independent and student artists in India where they can showcase and sell their artwork. ‘Shuruat’ means ‘to start’ in Urdu and the goal was to incorporate the word ‘art’ into it. As it happens sometimes, punctuation came to the rescue.
Client: Shuruart, Varanasi, India





SUNS
The rationale for this design was that our sun is but a star, but in retrospect I admit that it’s a bit confusing to name a company SUNS only to slap a star on it.



Before
After




Gloria Vanderbilt
This script, as well as the swan, was reimagined by Jean François Porchez. It was the only occasion that something I worked on was made into a neon sign flanked by supermodels. 
Agency: AR New York
Typographer: Jean François Porchez
Art Direction: Phillip Duncan
Photographer: Inez & Vinoodh




LifeLink
LifeLink was Coty’s partnership with DKMS, a bone marrow doner nonprofit based in Germany. Two blood-red rubies are linked together with a ribbon in the shape of an L, signifying the perfect match between a blood cancer patient and a donor. 
Agency: Select World
Client: Coty, New York



Before
After

Mark




Naturalizer
A mass-market footwear company gets a makeover to appeal to a younger and hipper demographic. 
Agency: AR New York
Creative Direction: Michael Ian Kaye
Typographer: Ian Brignell




Before


After



Center for International Humanitarian Cooperation
I found the original birds rather scary and the mirrored hands slightly redundant. Collaboration with Spencer Bagley.  
Client: CIHC, New York



Monogram: Before
Monogram: After




St Regis Hotels & Resorts
The St Regis brand is infused with a century of history, so proposing a new brand language that required a drastic rethinking was a huge challenge. Gasps were heard around the conference room when the ornamental crest was removed from the monogram.
Agency: AR New York
Creative Direction: Michael Ian Kaye
Team Dana Goor, Bitna Hu, Charlotte Pao  

 
Logotype: Before
Logotype: After




St Regis Hotels & Resorts
I recently played around with this design again because I was curious to see it with ink traps. I was immensely inspired and heavily influenced by Redaction.
Agency: AR New York
Creative Direction: Michael Ian Kaye
Team: Dana Goor, Bitna Hu, Charlotte Pao  


Before
After




Brioni
Another script collaboration with Jean François. 
Agency: AR New York
Typographer: Jean François Porchez
Creative Direction: Michael Ian Kaye
Photographer: Inez & Vinoodh
Before
After




Firewood Marketing
This project was the biggest, most complex solo project I have worked on and rightfully deserves its own page, which will be coming soon
Client: Firewood Marketing, San Francisco
Creative Direction: DJ Carey