Hyundai Card Studio Black: Brand Design

The first Korean co-working environment of its kind, Studio Black is an amenity-driven workshop space that supports entrepreneurs as they learn, test, and innovate in a modern creative playground. The inspiration behind Hyundai Card’s new brand was derived from the qualities and characteristics surrounding entrepreneurial startups — process-driven, flexible, and systematic. The methods of displaying the “process” were met with graphic nods to copy machine toner texture, stenciled graphics, serif font, and everything iconic surrounding the visual metaphor of “the raw document.” This informed Studio Black’s brand identity system, including logo, iconography, typography, color, and texture. Graphic elements are threaded throughout the space’s witty signage, exposed walls, and thematic finishes. The overarching brand ethos transpires across the work and social areas.