Branding
Type customization
Art direction

New Optics of Hangul and Typography reinterprets Hangul through experimental principles inspired by El Lissitzky. The project explores how letterforms can operate simultaneously as language and visual structure, investigating the spatial, geometric, and compositional potential of Hangul as a constructed system. Reading and seeing intersect to form a new optical framework for typography.

The visual system is developed using Zen, a typeface created by Jennie at Attellier, applied in both Korean and English.