Sooyoung is a designer and illustrator based in NYC. She recently completed her MFA in Design at SVA.
Own Co.
Sooyoung is a designer and illustrator based in NYC. She recently completed her MFA in Design at SVA.
Own Co.
Own Co.
Own Co. is a seasonal print magazine and digital platform designed to help urban professionals rediscover solitude through intentional solo travel in nature.
By combining curated destinations, psychological guidance, and tactile design, it reframes being alone as a meaningful and restorative practice.
A Year in Tears
A Year in Tears is a 366-day exploration of crying. It is a broad and intimate archive of emotional release—what moves us, what undoes us, and what finally lets us heal. Each month collects voices, real and imagined, around a feeling, turning the kaleidoscope of how we come to shed tears.
Inspired by the crystal structure of salt, these cards can be rearranged and slotted together into structures. Create fortifications from vulnerability. Allow raw emotions to take up the space they need. A Year in Tears invites you to see crying as clarity rather than collapse.
PEBL
PEBL is a compact, chewable daily nutrition brand designed for busy minds, big dreams, and bodies in motion. I developed the concept and full brand identity from the ground up, including the logo, typography, packaging system, and visual language. The identity extends across campaigns, motion graphics, social media, and a website, imagining how the brand could live within the fast-paced rhythm of urban life.
Queue Magazine
Queue Magazine is a publication that reimagines the act of waiting in line, turning it from a tedious necessity into a meaningful experience. It delves into the history, cultural relevance, and even the future of queues, exploring how these shared moments shape our interactions and perspectives. Queue Magazine presents stories, artifacts, and visuals that bring the act of waiting to life. With Queue Magazine as your guide, waiting becomes more than just standing still—it becomes an adventure.
Chinatown Ice Cream Factory
Chinatown Ice Cream Factory is an iconic ice cream shop that seamlessly blends Chinese heritage with American tradition. Known for its authentic, Asian-inspired flavors, it has been a beloved cultural landmark in NYC's Chinatown for over four decades. I rebranded the shop by creating a new logo, mascot, and typographic style, all designed to enhance and modernize its unique brand identity.
Crystal
Crystal is a brand that creates natural, effective deodorants using safe ingredients, empowering individuals to live actively while promoting environmental sustainability and continuous innovation. I rebranded the product line by redesigning the packaging to create a more engaging visual identity. The project also includes a visual moodboard for social media and a series of poster and advertising campaigns extending the brand across digital and physical platforms.
XOXO
XOXO is a hot sauce brand designed to bring a touch of romance to the table. At XOXO, we craft hot sauces as tokens of love, perfect for gifting, sharing, and savoring. The packaging captures the passion and playfulness of the concept, offering an alternative to fleeting gifts like flowers or chocolates. With bold typography, vibrant colors, and charming illustrations, XOXO celebrates the heat that lingers—making it a perfect choice for romantics, food lovers, and anyone who appreciates the spice of life.
Off Screen On Life
Off Screen On Life is a campaign designed to raise awareness about reducing screen time and being more present in life. I created a series of informative posters suggesting activities to do instead of being on screens, emphasizing their benefits for mental and physical health. In addition to the posters, billboards and screen ads were produced to reach a larger audience. Serif typography and hand-cut paper texture illustrations were used to convey genuineness and sincerity in the message.
Exuberant Typeface
Exuberant Typeface is a bold, hand-drawn typeface that blends serif and sans-serif elements for a vibrant, lively personality. Each letter is uniquely crafted, offering creative flexibility to rotate and resize characters. Perfect for bold typography and imaginative design, Exuberant Typeface adds energy and excitement to any project.