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.
2022 (Creative Direction) (Motion Design) (Digital & Print Design) (Illustration)
Superstruct was a pop-up party focused on promoting the customizability of this innovative Kepsuul’s shelving unit. Held in Brooklyn, all visual assets were created to seamlessly blend with the eclectic atmosphere, showcasing how Kepsuul could adapt to any environment.
Concept
Customization, while exciting, can often feel daunting for an audience accustomed to off-the-shelf solutions. This presented an opportunity to reframe the concept, not just as a product, but as a creative experience designed to engage a community of makers, artists, and free spirits who crave personalization.
Collaterals
Tote bags mirror Kepsuul's modular shelving, letting guests attach pins to display their interests, from books to plants to quirky collectibles. Like the shelves, each tote evolves into a unique statement of style.
Digital
Assets captured Bushwick's eclectic, vibrant energy to match Superstruct's atmosphere. Event visuals were paired with email and Instagram campaigns to build buzz and amplify the brand's playful, creative spirit ahead of the event.