Hi, I’m Nayeon (naa·yuhn).
I’m based in Brooklyn, NY and I create branding, motion, and advertising in the fields of art, lifestyle, fashion, and beauty.
2026 (Visual identity) (Digital Design)It’s a Simon Thing is a national brand campaign celebrating the everyday moments, discoveries, and connections that happen across Simon’s 200+ malls and Premium Outlets. Built around the idea that these destinations are part of one connected shopping experience, the Q3 2026 campaign brings together broad discovery and personal, everyday moments while highlighting the joy of discovery, real value, and the freedom to shop wherever and whenever.
Concept
The “Thing” became the visual anchor. Rather than creating a campaign that looked identical everywhere, I developed a system that could flex — allowing different words, messages, imagery, and experiences to plug into the same visual language. This gave the campaign a recognizable national identity while leaving room for individual properties and moments to feel distinct.
Digital Teasers The campaign rolled out in October, preceded by a series of digital teasers released across Instagram and TikTok to build anticipation.
Digital Vignettes
Short-form vignettes featuring “The People at the Mall” brought the campaign to life through the personalities, interactions, and unexpected moments that make the mall a place for connection.