[비즈한국] How does design speak for our brand? Seven of the nation's top designers have gathered to share design branding strategies that address the rapidly changing consumer market.
The 'BrandBiz Conference 2024,' hosted by Ilyo Shinmun and organized by BizHankook, took place on the 17th at the Four Seasons Hotel Seoul in Gwanghwamun. The BrandBiz Conference is a venue where practitioners in brand design and marketing gather to explore branding strategies. Now in its 8th year, the conference is held under the theme of 'Designing Brands with < >,' delving into how design builds corporate identity.
Seven of the country's top-tier designers stepped up as speakers. Song Bong-kyu, CEO of BKID; Lee Sung-man, co-CEO of Cosmic Ray; Jang Ki-won, Creative Director at Plus X; Kim Sung-yoon, Creative Director at Heaz; Jung Yeon-jin, CEO of Collective B; and Kwon Joon-ho and Kim Eo-jin, co-CEOs of Everyday Practice, will each deliver a 45-minute lecture followed by a Q&A session with the audience. The event is moderated by Shin Myung-sup, co-founder and advisor of Plus X, who was a speaker at last year's conference.
Just before the start of the conference, the venue was bustling with branding professionals and members of the public. All 350 pre-sold tickets for the conference sold out last week, and the hall was packed right before the presentations began. A visitor in their 30s, identified as A, said, "I have been working as a designer in a department store advertising department for 11 years. I attended with my colleagues to gain inspiration for my work." A visitor in their 20s, B, said, "I majored in visual design and dream of becoming a brand designer. I bought a ticket after hearing that a company I want to work for would be discussing branding here."
As this event brought together the nation's top active designers, significant effort was also poured into the event's own design. The event design was handled by the independent design consultancy firm Scheme, which visually interpreted this year's theme. Hyun Da-jung, CEO of Scheme, stated, "The seven speakers participating in today's conference all talk about brands in different forms within their respective design fields, but they all share a common goal in the end. We visually interpreted the unique voices of each speaker presented in every session and the single insight that runs through them."
The lecture series kicks off with Song Bong-kyu, CEO of BKID. Under the theme 'From Object to Brand, from Material to System, from Craft to Technology,' CEO Song will explain how simple product objects can expand into brand identity. Following him, Lee Sung-man, co-CEO of Cosmic Ray, will speak until noon on 'More Than What You See and Hear: How Messages are Delivered in Video,' showcasing how video content has become the core of brand storytelling.
The first afternoon session, starting at 1:00 PM after lunch, will be led by Jang Ki-won, UX/UI Creative Director at Plus X. Director Jang will discuss 'UI Design Strategies that Convey Brand Identity,' explaining how UI design can elicit empathy from consumers. Next, Kim Sung-yoon, Creative Director at Heaz, will present on 'Packaging, the Brand Experience You Can Feel Closest,' emphasizing that packaging is a critical experience factor through which consumers first encounter a brand.
After a break, the lectures will resume at 3:00 PM with Jung Yeon-jin, CEO of Collective B, speaking on 'Spaces for Those Who Have Usage Rights, Not Ownership.' CEO Jung will present on spaces that reflect user-centered design. The grand finale of the lectures will be delivered by Kwon Joon-ho and Kim Eo-jin, co-CEOs of Everyday Practice. Under the theme 'Everyday, Practice, Studio,' they will discuss how design can naturally connect with consumers in daily life.
Kim Won-yang, CEO of Ilyo Shinmun, opened the conference by saying, "Design is a magic tool. It can make ordinary products special, but it can also make extraordinary products ordinary. That is how powerful and limitless the influence of design is. Today, the most notable design innovators in South Korea have gathered here. You will be able to see vivid insights gained directly from the field."