Artlab: a brand identity, website and social hub for Hyundai's art initiative

project info
Hyundai Motor Company has a rich history of supporting the arts through partnerships with MMCA, Tate, LACMA, Rhizome, and Bloomberg. In 2021, I collaborated with Hyundai Artlab and Stink Digital to craft a digital presence, developing a cohesive visual language for their website and social channels to encourage discovery and amplify awareness of their programs.

Alongside the team, I created a bold visual identity and brand guidelines featuring a dynamic gradient system that allowed for moments of brand expression, while being careful not to overpower the art itself.   The goal of the identity was to reflect the value of art and its ability to foster connection.

Working closely with copywriters and strategists, we expanded Hyundai Artlab’s social audience and showcased its partnerships and projects through educational and inspirational posts.

We also designed a website to serve as both a hub and a living archive for exhibitions, commissions, and research, offering an intuitive UX and playful, interactive gradients to inspire exploration.

client
Hyundai

studio
Stink Digital

year
2021-2022

role
Senior Designer / Art Director

contributions
• Developed brand strategies, defining positioning, tone, and visual direction to meet business objectives.
• Conducted competitive research to identify opportunities and inform decision-making.
• Created a cohesive brand identity, including wordmark, typography, color systems, and visual guidelines.
• Designed and structured information architecture to enhance user experience.
• Conceptualized and delivered website designs, from wireframes and prototypes to final high-fidelity designs.
• Managed prototyping and QA processes, ensuring functionality and design consistency.
• Designed social media identity and content, including Instagram posts and assets to boost brand presence.

site link