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. The event highlighted the unit's versatility and appeal, offering an immersive experience that demonstrated its practical benefits and potential to enhance any space with personalized style.
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 mirrored the modular nature of Kepsuul shelving, featuring a shelf-like design where guests could attach pins into each "shelf" to display their interests and personality. These pins added a playful and expressive touch, showcasing favorite items like books, plants, or quirky collectibles. Much like Kepsuul shelves, the totes evolved with each wearer, becoming a unique statement of style and taste just like Kepsuul.
Digital Space
Assets were carefully crafted to capture the distinctive energy of Bushwick, reflecting Superstruct’s eclectic and vibrant atmosphere. In addition to event visuals, a robust marketing push included tailored email campaigns and Instagram assets designed to generate buzz and excitement leading up to the event, amplifying its playful and creative energy.