Interview with Yeaji Kim from United States

My interest in design started with videography such as filming and editing video. I’ve realised that to enhance my video, I thought it would be great to learn graphic design for video graphics assets. That was the start of my design journey which introduced me to a new different world where full of amazing things, especially branding.

Currently, I am a Brand Visual Designer at Kiss Product in New York, where I visualise corporate designs, motion graphics, marketing assets, exhibition booth design, and product display design.

Design is an integral part of who I am. Regardless of my location, I always find myself drawn to elements of design. It's in these moments of discovery and connection with design that I find myself most deeply focused and truly alive.

Ever since my college days, minimalism has resonated with me as my preferred design style. It was during an art history class on International Typographic Style that I first became captivated by its elegance.

The striking blend of simplicity and boldness in this graphic style immediately drew me in. I believe that this approach, being both straightforward and impactful, communicates messages to the audience with remarkable efficiency.

Different individuals may have varied interpretations of the term "good." In my perspective, "good" equates to an "exceptional solution." Rather than considering myself an artist, I identify more as a designer because, in my view, effective design is synonymous with providing excellent solutions.

The concept originated from identifying elements that are seemingly mundane yet omnipresent in our lives, leading me to the notion of "time".

The main source for this inspiration started from a book called “The Everyday and Everydayness” based on the concept of Situationism.

As I spent most of my time until high school in South Korea, my life was always under the pressure of time. I was always stressed with lack of time and being competitive which didn’t allow me to have my own space and time to retrieve myself. And I think that fatigue has impacted this project and led to the result of making a space of rest.

Winning the London Design Awards means a lot to me since I was not expecting it at all! Thank you to all of my colleagues who gave me huge support and love so that I can come to this point!

“Enjoy Chaos” is a campaign project that motivates visitors of museums to feel freedom while they exist in the space without feeling any guilt.The main reason why I chose this project among others was that I wanted to provide a solution of taking a break from this chaotic modern lifestyle.

The main challenge during the design process was visualising the most simplistic but in a strong way. I took 6 months for the research and I had too much information and thinking about the concept.

At some point, the plethora of information posed a challenge, particularly because the design needed to maintain simplicity. Striking a balance between simplicity and the incorporation of all the intended concepts and messages became one of the most demanding aspects of the process.

Winning this award proved that I could be an international designer in the future. In other words, it gave me confidence of myself that I could make more amazing things for people all around the world!

Collaborate, interest, and analyse are the favorite verbs that I love in the design industry. For the “good” design, you have to analyse the current trend, collaborate with other people, and come up with results that interest the public.

My design requires people’s participation and attention to be a successful project. People consciously have to think that they will be free from the time when they enter the space. And I think this active participation of the audience make my project more special than others.

I think within 5-10 years, the design industry will expand to other areas even business management. Designers will evolve thinking of the reason for the decisions from a managing perspective instead of just providing visual solutions to the consumers.

This is for the amazing designers who also want to win!

Focusing on the strong message you want to convey to the audience and constantly answering to the questions of “WHY” will automatically lead you to winning designs.

I highly recommend investing in art books from brick-and-mortar bookstores. There are moments when digital sources can be exhausting, and it's then that I find solace in flipping through the pages of a physical book.

It's a different experience to trace the journey of poster art and color palettes through these tangible histories, providing a unique and enriching perspective away from the digital world.

Keep showing your work to others. You never know who will fall in love with your work.

I find inspiration in observing people! By watching them and contemplating their potential thoughts in different scenarios, I gain insights. I believe that it's the small, everyday details that hold the greatest power to evoke empathy and convey messages effectively.

Endurance is the cornerstone of my success. Life isn't always filled with joyous moments and blossoming flowers. Yet, by enduring the tough winters of our lives, we pave the way for a spring that will inevitably arrive, flourishing with incredible blooms.