SOOMIN JEONGraphic + UI/UX Designer
(01) ARS ELECTRONICA INSTITUTEBrand Identity, Generative Design, Web Design
(02) AUMHospitality Identity, Brand Identity
(03) POLARUSUI/UX Design
(04) BRIDGEUI/UX Design
(05) THE SILENCE OF HUMAN SENSESEditorial Design, Installation Design
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©2024 Soomin Jeon
AUM
(Hospitality Identity)
(Brand Identity)
Aum is a hypothetical hospitality brand for Aveda. In harmony with Aveda's commitment to a holistic wellness philosophy, Aum presents an immersive urban sanctuary where guests can revitalize themselves through sensorial self-care experiences. Aum empowers individuals to embark on a transformative cycle of self-discovery and pause from busy city life. Our commitment to eco-consciousness ensures that every moment our guests spend becomes a foundation for developing lasting and healthy habits, as well as nurturing their minds, bodies, and souls.
The brand name "Aum" is derived from the sacred syllables of "Om," representing the meditative original vibration and the unity of existence. Drawing inspiration from this spiritual essence, the brand embodies rejuvenation, self-care, and balance through incorporating tranquil and soothing colors. Through the harmonious blend of calming hues, I aim to create a welcoming atmosphere that promotes holistic well-being and inner balance.
(Logo Design)The logo design draws inspiration from the rhythmic breathing patterns experienced during meditation, encapsulating the essence of tranquility and mindfulness. The gentle curves also symbolize both the graceful movement of hair. The movements of the logo visually represents the transformative journey of self-discovery and inner peace that awaits guests at our hotel.
(Postcards)The postcards showcase various interpretations of the primary visual language inspired by the rhythmic breathing pattern. The typography treatment embodies the sensorial experience and fluid movement of incense smoke, enhancing the overall ambiance. By framing the images within oval shapes, I encapsulated the brand's tranquil essence, inviting viewers to immerse themselves in serenity and calmness.
(In-room Amenities)The brand amenity designs are crafted to deliver a holistic experience, seamlessly integrating elements of relaxation, rejuvenation, and mindfulness. Each amenity is thoughtfully curated to engage the senses and evoke a sense of tranquility. From soothing scents to luxurious textures, I designed the amenities to enhance the overall guest experience and leave a lasting impression of serenity and comfort.
(Spatial)The spatial design seamlessly integrates the tranquil ambiance by incorporating breathing pattern graphics throughout the space. The images are created by Midjourney to create an environment that promotes a sense of calm and serenity.
(ARS ELECTRONICA INSTITUTE)