SDF 24
Key Visual Design
Key visual at the Seoul Design Festival 2024 (SDF24) reinterpreted various objects that formed the "game-changing" of the times under the theme of "Design Changing the Plate: Game Changer." These objects go beyond beauty and symbolize things that have changed everyday life and given new meaning to life. From historical inventions to daily necessities, visual expressions, and natural objects, their power of change has inspired a new generation and sparked innovation. SDF24's KeyVisual means looking at the creative energy of these objects through the expression of thermal cameras, allowing the audience to look at the meaning of "design" and "game changer" more broadly.
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
Key Visual 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
Photo / Myungsoo Lee (APRO Studio)
BRENDEN
Project Direction / Myunghwan Choi
Exhibition Direction / Yujin Kim
Art Direction / Jiweon Jeon
Project Managing / Yujin Kim, Aryeong Nam