Interview with Jiwon Jung

Jiwon Jung ("JJ") interviewed on Saturday, 24 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

JJ : My name is Jiwon Jung, and I am a visual communication designer based in Seoul, currently studying at Hongik University, which is known for its excellence in art and design education. I have developed my skills through diverse branding and editorial design projects, both in academic and professional settings. My work spans identity design, spatial branding, and mobility-related visual narratives, aiming to enhance user experience and brand storytelling with thoughtful clarity.

How did you become a designer?

JJ : From a young age, I was fascinated by the aesthetics and mechanisms of objects that move—cars, bicycles, trains. What began as a personal curiosity evolved into a design philosophy centered on movement and communication. My academic journey at Hongik University deepened this vision, allowing me to explore how visual design can translate brand values into meaningful experiences. Rather than a single turning point, it was a consistent drive to express ideas visually that led me to design.

What are your priorities, technique and style when designing?

JJ : My design priorities are consistency, clarity, and concept. I begin every project by defining the core narrative and aligning all visual elements to reinforce it. I favor a structured, system-based approach rooted in typography and grid systems. I frequently use various design tools from Adobe, along with Figma, depending on the phase and nature of the project., but I sketch by hand during early ideation. Regardless of medium, I strive to ensure that every design communicates a clear and cohesive story.

Which emotions do you feel when designing?

JJ : Design, to me, is not a personal act of expression, but a form of visual creation intended to satisfy and serve others—particularly clients or broader audiences. I consistently approach my work from a third-person perspective, striving to understand how the message will be received. When an idea forms and resonates during the concept stage, I feel a sense of excitement, and throughout the process, I maintain a mindset of objectivity. The true fulfillment comes when the finished design communicates clearly and meaningfully to its intended audience.

What particular aspects of your background shaped you as a designer?

JJ : My long-standing interest in mobility and transportation has heavily shaped my approach to design. I’ve always viewed cars not just as machines but as cultural artifacts filled with symbolic and functional layers. This perspective has driven me to explore how design can enhance user experience and brand communication in everyday interactions. My editorial and writing experience also taught me to structure narratives, a skill I apply to both content and visual storytelling. Furthermore, I gained practical industry experience as a design intern at Telechips, a global automotive semiconductor company. During my time there, I worked on corporate identity guidelines, internal and external brand communication, exhibition visuals, and ESG-related promotional materials. This experience deepened my understanding of how design functions in a B2B technology-driven environment, and it strengthened my ability to deliver design that balances technical clarity with brand narrative.

What is your growth path? What are your future plans? What is your dream design project?

JJ : My vision is to become a brand marketing designer at a global automotive company. I aspire to lead branding projects that not only highlight design excellence but also connect deeply with cultural narratives and consumer values. Rather than focusing solely on design output, I want to contribute to the strategic direction of brand communication, where mobility meets meaning, and where design becomes the language of progress.

What are your advices to designers who are at the beginning of their career?

JJ : Be curious, not just about design, but about people, systems, and the world around you. Early on, I often doubted my instincts, but I learned that good design starts with trust in your perspective. Also, collaboration is essential—surround yourself with diverse thinkers. And finally, always reflect on why you’re designing. Purpose will sustain you when inspiration feels distant.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

JJ : Maintain a flexible mindset. Many designers fixate on style, but true impact comes from clarity and relevance. Constantly refine your ability to listen—to users, to context, to the material. Don’t be afraid to revisit fundamentals. Also, think in systems: design is never isolated. Every visual decision affects perception and behavior.

What is your day to day look like?

JJ : I start my day with coffee and short design readings, often followed by English study. As someone aiming to grow as a global designer, I view language as a bridge to broader stages. Mornings are reserved for conceptual or writing tasks, while afternoons are for execution—designing, prototyping, refining. In the evenings, I typically hold meetings or collaborative sessions. When I feel mentally saturated, I sketch ideas offline. Small routines, like listening to instrumental music and organizing color swatches, help keep me in rhythm.. My mornings are dedicated to concept work or writing, while afternoons are for execution—designing, prototyping, refining. Evenings often include meetings or collaborative work. I take time to sketch ideas offline when I feel mentally saturated. Small rituals, like music and color sorting, help me stay in rhythm.

How do you keep up with latest design trends? To what extent do design trends matter?

JJ : I stay updated through design publications, exhibitions, and forums. While trends offer valuable insight into cultural shifts, I don’t follow them blindly. My goal is to interpret trends through my own lens and values. I believe timeless design comes from understanding context rather than mimicking styles.

How do you know if a product or project is well designed? How do you define good design?

JJ : Good design balances purpose, clarity, and emotion. When form and function work in harmony to communicate a message effortlessly, that’s when it’s successful. I know a project is well-designed when users intuitively understand it without explanation. I avoid design that prioritizes novelty over meaning.

How do you decide if your design is ready?

JJ : A design is ready when it solves the problem without excess. While perfection is elusive, there comes a moment when additional changes no longer add value. I rely on feedback loops—asking both peers and non-designers. Completion, to me, is when the intent is clear and consistent across all elements.

What is your biggest design work?

JJ : One of my most meaningful projects was the rebranding of Berklee College of Music, which earned the Red Dot Award. It allowed me to reinterpret a historic brand with a contemporary lens while respecting its legacy. The process involved deep research, visual systems thinking, and user-centric design. It reflected my ability to balance heritage with innovation—something I aspire to in all future projects.

Who is your favourite designer?

JJ : I most admire Sungwon Jee, Executive Vice President and Head of Global Brand & Marketing at Hyundai Motor Company. He is a role model for me not only as a designer but as a visionary brand leader. His marketing approach broke the conventional, conservative mold of traditional car manufacturers, using heritage storytelling to reflect on the past and reshape the brand’s future. He has played a key role in realizing Hyundai’s brand vision of 'Progress for Humanity,' positioning the company not just as an automaker, but as a cultural and emotional leader.. His work embodies quiet depth and clarity, reminding us that design is not decoration, but communication.

Would you tell us a bit about your lifestyle and culture?

JJ : I live in Seoul, a city full of contrast—fast yet rooted, modern yet layered with tradition. My lifestyle is minimal, but I’m deeply inspired by urban mobility, signage systems, and daily rituals. Music plays a vital role in my creative rhythm, especially instrumental pieces. I believe culture is not a backdrop, but a co-author of design.

Would you tell us more about your work culture and business philosophy?

JJ : I work best when there’s mutual respect, open communication, and shared vision. Whether solo or in teams, I prioritize clarity in both process and outcomes. I believe a designer must also be a strategist, researcher, and storyteller. I seek collaborators who are thoughtful, adaptive, and curious—people who view design as a means of dialogue, not just expression.

What are your philanthropic contributions to society as a designer, artist and architect?

JJ : Rather than traditional design volunteering, I’ve contributed in a more extended way through Kia’s 'Youth English Mentoring' program at Autoland. For nearly a year, I taught English to elementary and middle school students from low-income families as part of Kia’s CSR initiative. This experience allowed me to expand my role beyond design and reflect on how I can serve the community more holistically. I completed over 100 hours of mentoring and was honored with a factory director’s award for excellence. I hope that through such activities, I can contribute to a positive and human-centered image of automotive companies for future generations.. I also contribute to public interest design projects that support mobility access and social inclusion. I believe design has a role in shaping equitable systems—not just products—and I hope to do more interdisciplinary, community-centered work.

What positive experiences you had when you attend the A’ Design Award?

JJ : Participating in the A' Design Award has helped me reach an international audience and gain validation from an esteemed jury. It provided a platform to share my design values globally and opened opportunities for collaboration. The experience reinforced my belief that thoughtful design, regardless of medium, can resonate widely and meaningfully.

Jiwon Jung Profile