Woojin’s Design Journey: From Global Roots to Storytelling Through Visuals
Woojin’s Design Journey: From Global Roots to Storytelling Through Visuals
Early Influences Across Cultures
Woojin’s story begins in two dynamic cities—Seoul and Beijing—where she spent her formative years. Traveling extensively with her family exposed her to diverse cultures, aesthetics, and ways of living. “I think I experienced more things than others at that age,” she recalls. “Each city had its own visuals, arts, and atmosphere. They always felt fresh and inspiring to me.” These early encounters with difference gave Woojin not only a wider perspective but also a curiosity that continues to shape her design philosophy today.
Navigating Education and Early Career
Graduating from the School of Visual Arts in 2021, right in the midst of the global pandemic, was no easy feat. Despite the challenges, Woojin found her first opportunity at Fay Studio, where she learned invaluable lessons from creative director Aron. Though brief, this experience became the foundation for her next leap. Soon after, she joined Ogilvy and contributed to the rebranding of the New York Philharmonic. The project was not only her first large-scale branding assignment but also a resounding success, earning recognition from D&AD and The One Club.
Expanding Horizons at Mother Design
Eager to dive deeper into the craft of branding, Woojin transitioned to Mother Design. There, she explored projects ranging from global campaigns to boutique brand identities. The experience gave her room to grow both creatively and strategically. “I really expanded myself as a designer during that time,” she reflects. “Working on projects both big and small pushed me to think differently and try new approaches.”
A New Chapter at GlossGenius
Currently, Woojin is at GlossGenius, where she leads rebranding efforts from within the company. Unlike agency life—where designers often move quickly from one client to the next—her in-house role allows her to study a single brand in depth. “Here, I only focus on GlossGenius. I realized how many details there are to consider when you dedicate yourself to one visual identity. I’ve learned things here I couldn’t have learned anywhere else.” For her, this moment feels especially rewarding. “It’s the most exciting time because we’re creating something entirely new.”
Side Projects and Creative Exploration
Beyond her full-time role, Woojin continues to explore independent projects that reflect her curiosity about design’s emotional dimension. One standout is her branding work forColored Scent, a Korean perfume brand that translates colors into fragrances. Each scent embodies the mood and emotion of a specific color. Woojin captured this concept through a logo featuring softly connected letters, evoking fragrance and color slowly diffusing into the senses. The minimal typography and refined execution reflect her ability to balance story, feeling, and design in harmony.
Observing the World for Inspiration
For Woojin, creativity begins with observation. She avoids burying herself in her phone when outdoors, preferring instead to notice the details around her—patterns, moments, and unexpected visuals. She documents these discoveries through photography and nurtures her imagination by watching documentaries on history, nature, and people. “What you see affects how you think,” she explains. “And how you think shapes your life and your ideas.” This philosophy underscores her belief that design is more than a visual exercise—it is an ongoing dialogue with the world.
Looking Ahead
As Woojin continues to grow her career, her trajectory points toward deeper exploration of storytelling through design. With roots in multiple cultures, a career spanning renowned agencies, and now a leadership role shaping a brand from the inside, she has built a practice defined by curiosity and narrative. For her, the journey of design is still unfolding—one story, one idea, and one thoughtful observation at a time.
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