Branding
Art Direction
Identity Design
Logo Design

A branding project for Changdeokgung Palace, a UNESCO World Heritage site and royal palace of the Joseon Dynasty known for its harmony with nature. The identity draws from the curved silhouette of giwa roof tiles and the enduring pine trees of the Secret Garden. It explores themes of balance, curvature, natural order, and quiet resilience. Translating the palace’s architectural philosophy into a refined contemporary visual language.