SDF 24
Exhibition Art Direction & Design
The key visual of the Seoul Design Festival 2024 (SDF24) reinterprets various objects that have been 'game-changers' of their time under the theme 'Design Changing the Plate: Game Changer.' These objects go beyond aesthetics, symbolizing innovations that have transformed everyday lifeand given new meaning to it. From historical inventions to daily necessities, visual expressions, elements of nature and their power to drive change has inspired new generations and sparked innovation. SDF24’s key visual captures the creative energy of these objects through thermal camera expressions, encouraging the audience to explore the broader meanings of 'design' and 'game changer'.
The nine objects used as key visuals (ring-pull can, Walkman, Macintosh, paper clip, pictograms and emojis, Thonet chair, flower, butterfly, and metal movable type) are enhanced with vibrant colors and bold gradients to convey the festival's excitement and splendor. These objects are enlarged and cropped, serving as key visuals that add liveliness across various applications, from online advertisements to the overall event. Through this, audiences can experience the unique mood and dynamism of the festival, while feeling the cohesive identity created by the visual elements throughout the event.
SDF 24's key visual designed not only the overall design of the event, but also various applications such as fanlets, doroks, and SNS. Through this, the audience can experience the fun mood and dynamics of the festival in various applications.
SDF 24
Exhibition Art Direction & Design
BRENDEN
Creative Direction / Do-eui Lee
Project Managing / Wook Jung
Art Direction / Do-eui Lee, Byeongkuk Jung
3D Motion Design / Juhye Ma
Graphic Design / Sujeong Yang, Jungwon Hwang, Wooyong Kim, Chaewon Yoon, Haena Yang
Creative Partner / APRO Studio
Client
Design House