Hyundai Card, 2026

Hyundai Card is an unconventional financial business that has spent decades using design and culture to challenge expectations, from commissioning its own typeface to building design and music libraries across Seoul. Yet despite this rich creative legacy, its identity lacked a cohesive expression.

The strategic opportunity was to unite these diverse initiatives under a shared philosophy: Architect of Change, a belief in creating new possibilities and expanding choice.

As a core designer on the project, my role was to translate this philosophy into a distinctive visual language. From creative exploration and motion design to system development and brand guidelines, I helped build an identity that balances a consistent core with the flexibility for each card to express its own character.