Brand identity design and art direction for budweiser’s music latform that provides opportunities to new artists and a community hub for those hungry to discover new local/international sounds helping connect audiences and fuel growth of local emerging artists.
client ― budweiseragency ― virtue worldwide
year ― 2019
art direction & design ― choi hyojung
on-site photography ― chanhee kim
music production ― jin sil
motion graphics ― ynr visuals
Clé de Peau Beauté
Social media creative and art direction for Clé de Peau Beauté, one of Shiseido’s most established beauty brands, renowned for its focus on skin science and cutting-edge technology in pursuit of radiant beauty.
Our role was to develop a winning creative strategy for the brand’s global social media channels—aimed at increasing brand awareness and elevating its perception as a leader in beauty science.
Our role was to develop a winning creative strategy for the brand’s global social media channels—aimed at increasing brand awareness and elevating its perception as a leader in beauty science.
client ― Clé de Peau Beauté
agency ― virtue worldwide
year ― 2018-2024
Creative director ― kolo lee
art director ― choi hyojung
agency ― virtue worldwide
year ― 2018-2024
Creative director ― kolo lee
art director ― choi hyojung
Brand identity design for Mohegan INSPIRE Entertainment Resort. The project centered around redefining the brand through the lens of three archetypes - Magician, Ruler, and Jester - which inspired a new identity that is mesmerizing, empowering, joyful, and connected. While introducing a refreshed visual system, we honored the cultural significance of the original Mohegan Corn Burst icon by retaining and elevating it in the logomark. The new logotype features subtly curved serifs, adding a touch of whimsy to reflect the brand’s more playful and imaginative direction.
Client — Mohegan Inspire Entertainment Resort
agency — dkx
Year — 2023
creative direction — annie kim
art direction & design — choi hyojung
“When I put on the hijab, I become defined by it. I'm seen as just another hijabi and people don’t bother to understand me on a deeper level.”
Virtue & Rejoice collaborated to go beneath this generic & reductive narrative of the hijab to amplify the richness & breadth of individual hijabis.
We poised a rallying cry for Gen Z hijabis to express their individuality with confidence by petitioning for more hijab emojis. To drive real change for hijabi women in Malaysia, we raised awareness on the issue with a social campaign and a change.org petition.
We even submitted an emoji design proposal to the Unicode consortium which is in charge of developing the emoji keyboard. And while waiting for real change to happen, we created our hijab emojis as GIPHY stickers to address this representation gap on the emoji keyboard.
client ― p&g rejoice
agency ― virtue worldwide
year ― 2021
executive creative director ― ciaran bonass
group creative director ― sudhir pasumarty
Creative ― Dini Lestari, Yara Boraie
art direction & design ― choi hyojung
Shortlisted at Spikes Awards 2022
Honoree at Webby Awards 2022
Be a King
Art direction and design for Budweiser’s Korean adaptation of the global campaign, ‘Be a King’. We addressed the stigma around tattoos and its artists in Korea where tattoos are still illegal and considered to be a taboo. The campaign encompassed a full hero film, a 12-part video profile series for socials, a three-floor multimedia photography exhibition and limited edition cans.
client ― budweiserArt direction and design for Budweiser’s Korean adaptation of the global campaign, ‘Be a King’. We addressed the stigma around tattoos and its artists in Korea where tattoos are still illegal and considered to be a taboo. The campaign encompassed a full hero film, a 12-part video profile series for socials, a three-floor multimedia photography exhibition and limited edition cans.
agency ― virtue worldwide
year ― 2019
Creative Strategist ― Rich Lim
creative direction ― alex koo
art direction & design ― choi hyojung
film production ― delicious langor
film director ― kim gun
tattoo design ― nawoo Kim, apro lee
can design ― covenant
shortlisted at spikes awards 2019