Challenge
The challenge lies in crafting a distinctive digital and offline presence that resonates with PRAUD's persona—Pioneering, Intelligent, Exciting, Inspiring—across two languages.
Objective
Develop a well-defined brand image that aligns seamlessly with the artistic and entrepreneurial spirit of the Seoung-Su community. Establish a harmonious blend of digital and offline elements to engage with both the online and local audience effectively.
Key Consideration
Infuse the brand with 'Soft Intelligence,' creating an identity that goes beyond the traditional architectural firm stereotype. Capture the essence of PRAUD's persona through visual and written communication that is both innovative and approachable.
Outcome
A well-defined and captivating brand presence that positions PRAUD Architects as a key player in the Seoung-Su neighborhood.
Increased engagement and connection with the local entrepreneurial and artistic community.
A digital and offline strategy that mirrors the soft intelligence of PRAUD's brand, leaving a lasting impression on clients and collaborators alike.Services
Branding, Strategy, Editorial Design
Deliverables
Logotype
Colour palette
Business cards
Letterhead and envelope
Editorial template
Team shirts
Phone case
Typeface
Avenir Light
Year
2021
Client
PRAUD
Location
Seoul, South Korea"She is not only super creative(of course) but also very easy to discuss with. Erica always brought us fresh ideas that catalyzed us so much, and eventually we got a very solid result. Her design does not end on paper (or in monitor, whatever you say) but expands out to how to maximize the design, from product development to brand-izing. She even gave us solutions for all different kinds of printing methods and fabrication of our namecard/leaflet/postcards. Thank you so much! Look forward to working with you again!"
Dongwoo Yim, Direct at PRAUD Architects & Curator at Seoul Biennale of Architecture and Urbanism
PRAUD is an architectural firm based in Seoul and Boston that delves into the language of architecture, researching urban phenomena and pioneering the harmonization between architectural form and urban systems. Situated in the vibrant low-rise neighborhood of 성수 (Seoung-Su), Seoul, PRAUD Architects serves as a hub for entrepreneurs and artists.
Challenge
The challenge lies in crafting a distinctive digital and offline presence that resonates with PRAUD's persona—Pioneering, Intelligent, Exciting, Inspiring—across two languages.
Objective
Develop a well-defined brand image that aligns seamlessly with the artistic and entrepreneurial spirit of the Seoung-Su community. Establish a harmonious blend of digital and offline elements to engage with both the online and local audience effectively.
Key Consideration
Infuse the brand with 'Soft Intelligence,' creating an identity that goes beyond the traditional architectural firm stereotype. Capture the essence of PRAUD's persona through visual and written communication that is both innovative and approachable.
Outcome
A well-defined and captivating brand presence that positions PRAUD Architects as a key player in the Seoung-Su neighborhood.
Increased engagement and connection with the local entrepreneurial and artistic community.
A digital and offline strategy that mirrors the soft intelligence of PRAUD's brand, leaving a lasting impression on clients and collaborators alike.Services
Branding, Strategy, Editorial Design
Deliverables
Logotype
Colour palette
Business cards
Letterhead and envelope
Editorial template
Team shirts
Phone case
Typeface
Avenir Light
Year
2021
Client
PRAUD
Location
Seoul, South Korea"She is not only super creative(of course) but also very easy to discuss with. Erica always brought us fresh ideas that catalyzed us so much, and eventually we got a very solid result. Her design does not end on paper (or in monitor, whatever you say) but expands out to how to maximize the design, from product development to brand-izing. She even gave us solutions for all different kinds of printing methods and fabrication of our namecard/leaflet/postcards. Thank you so much! Look forward to working with you again!"
Dongwoo Yim, Direct at PRAUD Architects & Curator at Seoul Biennale of Architecture and Urbanism