Yeaji Kim
1. Please give us a brief bio of yourself and your design background.
I graduated from Pratt Institute located in Brooklyn, New York, and majored in Communication Design(Emphasis in Graphic Design) and minored in Photography. I am always thrilled about discovering new things in our daily lives in a creative way. The power of visualization is maximized when the audience accepts the purpose of the project which is generated from trivial and normal things that people experience in their daily memories.
2. What made you become/why did you choose to become a designer/artist?
My interest in design started with videography such as filming and editing video. I’ve realized 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.
3. Tell us more about your agency/company, job profile, and what you do.
Currently, I am a Brand Visual Designer at Kiss Product in New York, where I visualize corporate designs, motion graphics, marketing assets, exhibition booth design, and product display design.
4. What does “design” mean to you?
Design is my identity. Wherever I go, I can find something related to design which is the thrilling moment when I get concentrated the most.
5. What’s your favorite kind of design and why?
Minimalism is my favorite kind of design ever since college. I remember learning about International Typographic Style in college art history class. The simplicity and boldness of the graphic style caught my attention and I fell in love at the moment. I think the simple but bold graphic style conveys the message to the audience efficiently.
6. To you, what makes a “good” design?
It might vary how people define the word meaning “good”. However, I define the word “good” as an “amazing solution”. I don’t think of myself as an artist but as a designer since good design offers a good solution.
7. How did you come up with the idea for your award-winning design?
It started with the idea of finding things that are trivial but always exist in our lives which was “time”.
8. What was your main source of inspiration for this design?
The main source for this inspiration started from a book called “The Everyday and Everydayness” based on the concept of Situationism.
9. Do you think your country and its cultural heritage has an impact on your design process?
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.
10. Congratulations! As the winner of the London Design Awards, what does it mean to you and your company and team to receive this award distinction?
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!
11. Can you explain a bit about the winning work you entered into the London Design Awards, and why you chose to enter this project?
“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.
12. What were the main challenges you faced during the design process, and how did you overcome them?
The main challenge during the design process was visualizing 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, abundant information became an obstacle since the visual had to be simple. So to finalize the design simply but also containing all the concepts and messages was one of the most challenging moments.
13. How do you think winning this award will impact your future as a designer?
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!
14. What are your top three (3) favorite things about the design industry?
Collaborate, Interest, and Analyze are the favorite verbs that I love in the design industry. For the “good” design, you have to analyze the current trend, collaborate with other people, and come up with results that interest the public.
15. What sets your design apart from others in the same category?
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.
16. Where do you see the evolution of design industry going over the next 5-10 years?
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.
17. What advice do you have for aspiring designers who want to create award-winning designs?
For 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.
18. What resources would you recommend to someone who wants to improve their skills in the design industry?
I would recommend you buy some artistic books from offline bookstores. Sometimes when I feel too tired of getting references from the internet, I open my hardcovered book and see the histories of the posters and colors that have been used in the past.
19. Tell us something you have never told anyone else.
Keep showing your work to others. You never know who will fall in love with your work.
20. Who has inspired you in your life and why?
I get inspired by just people. I observe people and think what will they think in the situation? I think trivial things have the most power for people to sympathize with conveying a message.
21. What is your key to success? Any parting words of wisdom?
“Endurance” is my key to success. Not all the moments of our lives are cherishing and full of flowers. However, if you endure the harsh winter, your spring will eventually come and bloom with amazing flowers.
22. Do you have anything else you would like to add to the interview?
Everyone! Don’t hesitate to enter the London Design Awards. It will bring you more than what you imagine.
