PAR — Studio

&unipair Brand Identity

&unipair is the select shop through which unipair — a name that built its reputation introducing classic shoes and a heritage of elegance — extends that value across fashion at large. Its guiding concept is 'Blurring Boundaries': the crossing point of classic and casual, capturing the middle ground between timeless elegance and everyday comfort. Carrying unipair's script logo into a lowercase italic and raising the '&' that joins the two worlds as a symbol, we designed the brand's first touchpoints — from the logo system to the brand guidelines — in a single language.

2024

ScopeBrand identity, logo & wordmark system, '&' symbol, graphics & textures

DeliverablesBI logo^{wordmark & symbol}, brand guidelines, graphic system

RoleBrand identity design — led from concept through logo, symbol and guidelines.

Leesar

Leesar Brand Identity

Better than espresso — a brand renewal for Leesar, a specialty coffee brand reaching beyond the perfect shot toward intangible value for its neighborhood and society. The wolf — which guards its own by moving as a pack — became a single symbol for Leesar's promise to care for community through coffee. Centered on an elegant vintage script logo and the wolf mark that had carried the founder's values, we rebuilt every touchpoint the brand reaches — from bean packaging to print, space and menus — in one consistent language.

2025

ScopeBrand identity renewal, logo & symbol system, print, space & signage

DeliverablesBI logo, business cards · menu · print, spatial graphics

RoleBrand renewal design — from concept through logo & symbol to packaging and space.

&unipair

Supertone

Supertone BX System

BEYOND THE VOICE — we rebuilt the brand identity of voice-AI company Supertone^HYBE and extended it into a single BX system. Keeping only the 'Knob' at the core of the previous identity, we redefined the symbol and typeface to establish 'the visualization of voice' as the brand's visual language. On that language we connected every touchpoint the brand meets — from the BI logo to the product branding and UI/UX of Play, Shift, Clear, Air and API, the official website, and the spatial experience of the 'House of Voice' headquarters.

2022–2025

ScopeBrand identity rebuild, product branding & UI/UX, website build & operation, headquarters space branding, merchandise & graphics.

DeliverablesBI logo & typeface, Play·Shift·Clear·Air·API product identity, official website, headquarters space & signage, brand merchandise.

RoleBX design lead — concept, BI & product design, web build, spatial direction.

Supertone Play^TTS │ Ad Campaign

Beyond the mere fact of an 'AI-generated voice,' this was conceived as ad content you can connect with. By quietly and plainly voicing someone's day, inner thoughts, and everyday life, it draws you in to listen — a piece focused on evoking how that 'feeling of leaning in' is the very emotion a creator can pour into their own content through AI. — Planning · Production · Editing

Supertone Listen │ Tech Demo — The English voice in this video was generated using Supertone's TTS technology.

A video of a performance by DOKKAEBI — a Korean DJ duo inspired by Korean myth — using Supertone's real-time voice technology to turn the voice into another 'mask' on stage. The Korean-recorded audio was recreated as English audio through TTS while preserving the voice's character, so you can switch between the Korean recorded voice and the English generated voice in real time. — Planning · Filming · Editing

SYNDI8 │ M/V Voice-first Storytelling

SYNDI8 is a virtual girl group born from a voice-first approach to storytelling in a fantasy world. Their voices were designed first, then shaped into characters and narratives. With Supertone's expressive Voice AI, they transcend physical form, emerging as unique beings — each with its own tone, emotion, and musical identity. SYNDI8 proves that stories born from voice can unlock entirely new narrative forms. — Planning

One Voice, Infinite Characters │ Tech Showcase

A demo that pairs AI-generated voices of diverse characters with performance capture, showing how a single voice can create infinite expression. — Planning · Production · Editing

Midnatt^HYBE │ Making Film

A making film on the behind-the-scenes of Midnatt, a project carried out with HYBE. The project trained a singer's voice to sing in multiple languages, and used an advanced text-to-speech engine to realize natural, near–real-time vocals. — Planning · Production · Editing

CNN 'Decoded' │ Documentary Feature

Supertone was spotlighted as one of the world's leading AI companies in the AI special of 'Decoded,' CNN's documentary series. Alongside OpenAI and Google DeepMind, the program gave substantial coverage to Supertone's innovative voice synthesis and separation technology. — Space Direction · On-site Coordination

Supertonic │ Tech Showcase

A demo introducing Supertonic — an ultra-fast, open-source AI voice-generation model that runs entirely on-device.

Leesar

COR3A

COR3A Type System

Coders Of Rave and Electronic Arts^COR3A is a Seoul-based art group moving across electronic music, sound art and audiovisual work. We developed a custom typeface system designed to render both the Latin alphabet and Korean consonants and vowels within a single geometric structure. Extending that typeface into live-performance visuals, we completed a visual language distinct to COR3A — where sound and image respond together on stage, at venues including MUTEK 2020.

2019–2020

ScopeCustom typeface system development, performance graphic design.

DeliverablesCustom typeface^{Latin & Korean}, graphic assets.

RoleGraphic design — custom typeface development, performance visuals.

Supertone

LSC

Lazyport Sporting Club Brand Identity

The brand identity for Lazyport Sporting Club, a sporting club founded by two brothers who wove together 90s American culture, the Ivy League and sportswear. We reinterpreted the lily^Fleur-de-lis — the emblem of French heraldry — as the club's crest, and built an emblem system running from the L·S·C monogram through embroidered patches and pennants. Over a green, orange and navy palette, everything from caps and knitwear to patches was dressed like a single uniform — carrying the club's sense of belonging and bond.

2022

ScopeBrand identity, crest & emblem system, embroidered patches & pennants, color system, apparel & graphic application.

DeliverablesBI logo^{crest, monogram & pennant}, patch artwork, color palette, apparel graphics, brand guidelines.

RoleBrand identity design — from concept through emblem & logo system to graphic application.

COR3A

Coding

Creative Coding

MAKE THE TOOL — What matters in branding is designing the rules. Not a single logo, but deciding how far it can change and where it stops. Creative coding turns those rules into something executable — so I build the design tools my work needs and use them myself.

These tools let me work with a state rather than a finished result. Swapping materials, shifting the angle of light, re-tuning a single value, I confirm 'why this form is the right one.' Instead of closing a decision during the work, it's a way of keeping it open to another possibility.

Three-dimensional letters, patterns that continue without ending, graphics that respond to sound — I apply these three tools to real projects, experimenting and refining as I go. Two of them, working with volume and surface, share one rule: a loop must close exactly. Where the Gestalt Law of Closure makes us perceive a broken form as closed, these tools don't rely on perception — they actually close. That's the reason for the name 'CLOSURE,' the seamless-motion tool series I'm building toward.

2026–

ScopeCreative coding, generative design-tool development, algorithm & interaction design, tool UI design.

DeliverablesThree browser-based design tools, image / seamless-loop video / vector output, preset & project-file systems.

RolePlanning, development & design — from concept through algorithm design to UI implementation.

CLOSURE 01

3D Object & Typography Tool

The starting point of the CLOSURE series — a seamless-motion browser studio that handles 3D models and letters together on one screen. Give a form its material and light, and build movement that stays continuous no matter where it's cut and joined.

I needed volume again and again in my work, but existing 3D tools are built around rendering and exporting a result. While deciding on a form I needed to be able to undo at any point, and I wanted that state itself to live inside the browser.

The rule that a loop must close exactly came from here too. Rather than erasing the seam from a finished motion, I set a constraint so that only seamless motion can be made in the first place. CLOSURE is the name of that constraint.

CLOSURE 02

Generative Pattern Tool

The second tool in the CLOSURE series — a seamless-motion browser studio for building patterns from color fields and dither. Tune a wide range of patterns, and render text as well.

If a pattern is going to move — I wanted to know exactly what rule governed it, so I began by pulling it apart frame by frame. A four-color palette, a 50×10 cell grid, a diagonal staircase shifting 4.5 columns per row, a scroll of 35 columns per second — once I turned everything I could see into numbers, I could tune those values and produce different results.

Most of my first assumptions were wrong. The impression of spilling blinds came not from cells shifting but from the same color continuing across several rows, and shaking every boundary evenly only smeared the diagonal away. Keeping most edges hard and melting only a few, heavily, was what brought the original's grain back to life.

STANDALONE

Realtime Sound Visualizer

A real-time sound visualizer that draws sound as pattern. It visualizes frequency as Chladni figures — the shapes grains of sand form as they gather along the nodal lines of a vibrating plate.

Rather than a waveform or a bar graph, I wanted to reflect sound by taking a physical phenomenon directly as visual language. The goal was to recreate a real Chladni plate, where tiny grains of sand on a vibrating metal plate gather into figures. Hundreds of thousands of particles move in steps proportional to amplitude, and the depth they accumulate is translated into color density and grain size.

I'm still experimenting with whether the mood of different tracks can be interpreted in new ways, and designing it to extend across a range of patterns and materials.

MusicAll Villains Die │ Bukhansan Rheejunghoon YouTube Music

LSC

Index

PAR is a studio that finds reason in scattered pieces — studying thoughts and materials not yet connected, then fitting them together into a form that holds a reason.

Parts Assemble Reason.
From identity systems that behave like products, to websites that convey a brand's values intuitively, print you can feel in the hand, photography and film, and code-based interactive work — we present projects realized through whatever means best captures a brand's essence.

Two good opticians come together to form a single Dot. The brand identity for Double Dot, an eyewear atelier in Cheongdam where two distinct perspectives quietly converse — curating frames and balancing them against the face.

Double Dot
Optical shop — 2026

Brand identity design — from concept through emblem & logo system to graphic application

A rebranding for Wicker Park, a specialty coffee brand beside Seokchon Lake in Jamsil, Seoul. From a brand identity carrying the air of the Chicago neighborhood its name comes from to the coffee-bag graphics, it holds a warm regard for neighborhood and community in a single tone.

Wicker Park
Café — 2021

Brand identity design — from concept through emblem & logo system to graphic application

The brand identity for Ami de forêt — 'friend of the forest' — a forest café at the mouth of the Naewonsa valley on Cheonseongsan, Yangsan. With the slogan 'Coffee with a new perspective,' the calm of pausing to gaze at nature is carried into forest-like greens, typography and tactile textures, holding a time in the woods in the BI.

Ami de forêt
Café — 2025

Brand identity design — from concept through emblem & logo system to graphic application

Album artwork for HEO, a musician moving through experimental sound. From the dark, dreamlike 'Sleep Tight,' to 'Actress,' capturing an unknown actress's story, to 'Tomorrow Is Yesterday' with pianist Vardan Ovsepian. Rock, ripple, desert — each record's world captured through natural textures.

HEO
Musician — 2015–2020

Album cover design

COR3A is a Seoul-based art group moving between electronic music and sound art. This is the soundtrack cover for a live-cinema performance that reinterpreted the 1911 silent film 'L'Inferno' through real-time playing — a century-old iconography of hell overlaid with red monochrome and horizontal lines, carried onto a screen where the lines of an engraving meet the light of a projector.

COR3A × Ji Park
Musician — 2019

Album cover design

Album covers and concert posters for Ji Park, a cellist and composer who crosses genres. From 'DMZ' — which won a Korean Music Award for voicing division through experimental chamber music — to 'Save the Planet' and 'Nam June Paik,' classical, jazz, electronic and Korean traditional music meet in a single image.

JiPark
Musician — 2019–2022

Album cover design

Album cover design for 'All Villains Die' by BukhansanRheejunghoon, an electronic artist making minimal synth music that pairs cold sound with lyrical melody. The 'villain' is cast as a panopticon-like presence watching over others, then mirrored back beneath an absolute gaze that watches the watcher — a composition that, in the end, lays bare the villain's own powerlessness.

BukhansanRheejunghoon
Musician — 2026

Album cover design

Editorial design for 'The Footprints in the World of Shoes,' a booklet marking unipair's 10th anniversary — Korea's foremost shoe select shop, opened in 2008. From the grain of leather to the details of broguing and stitching, unipair's decade of shoemaking is gathered into a single volume.

unipair
Select shop — 2018

Editorial design

for·rest is an outdoor brand built on the motto 'Semi professional outdoor gear.' Taking a connected, flowing stream as its concept, the brand identity carries into logo and graphics a flow that naturally links the boundary between city and outdoors.

for·rest
Outdoor brand — 2023

Brand identity design — from concept through emblem & logo system to graphic application

Branding for Farmacia, an espresso bar opened right beside a pharmacy. As its name — meaning 'pharmacy' — suggests, it wittily borrows the green cross and the Rx prescription symbol, capturing in a refined logo and graphics the sense of handing over a cup of coffee like a daily prescription.

Farmacia
Café — 2023

Brand identity design — from concept through emblem & logo system to graphic application

A moment of stepping back from the busy city to find calm and quiet — the brand identity for Micher, an aesthetic spa in Sinnonhyeon, Seoul. Warm terracotta tones like earth and nature, abstract brushstrokes and a slender, soft wordmark capture the sense of rest that 'Beautiful Spa' offers.

Micher
Spa — 2023

Brand identity design — from concept through emblem & logo system to graphic application

The brand identity for 취미학교^趣味學校 — 'Hobby School' — a complex cultural space CJ opened in Seongsu-dong, Seoul in 2018. On the theme of 'Book & Life,' the character of a space that adds breathing room to daily life through books and hobbies is carried into a minimal logo and graphics that gently reinterpret the 趣味學校 hanja.

취미학교
Cultural space — 2018

Brand identity design — from concept through emblem & logo system to graphic application

The identity for ARK MEDI, a financial and strategic consulting brand for medical professionals' ventures and asset management. Overlaying the stability of the 'ark' with the ascent of the 'arch,' it expresses trust and expertise in deep green and gold, with an arched ark silhouette held in the symbol.

ARK MEDI
Medical strategy consulting — 2025

Brand identity design — from concept through emblem & logo system to graphic application

A project reinterpreting LIFE — the current-affairs magazine that defined 20th-century American photojournalism — as a lifestyle brand. Its slogan 'To see life, to see the world' was realized as a VMD installation where the magazine's powerful photographs can be experienced in three dimensions.

LIFE
Lifestyle brand — 2020

VMD installation — spatial staging based on photographic images

Coding

About

PAR is a branding studio led by director Jay Kim. Built on more than 20 years of design practice — from marketing for global sports brands to identity for fashion and lifestyle brands and BX for AI tech companies — Parts Assemble Reason. We study the scattered pieces at length and fit them together one by one, making work that answers 'why this form?'

Statement / Bio

2026

Experience

Supertone - HYBE
BX Team2022–2026

ConnexSolution
Brand Development2010–2022

adidas Korea
Marketing2007–2010

Selected Clients

Double Dot2026

Leesar2025

see cucumber2025

ARK MEDI2025

&unipair2024

Lazyport Sporting Club2022

Farmacia2023

Micher2023

Ami de forêt2025

for·rest2023

Wicker Park2021

BOMIE2020

LIFE2020

COR3A2019–2020

Ji Park2019–2022

취미학교2018

ALPHAVILLEE2016

SeongsuStout2016

HEO2015–2020

Canada Goose2012–2015

TOMS2010–2012

Capabilities

Brand identity / BX

Web design & build

Interactive development

Print

Advertising — production, operation & analytics

Space branding / VMD

Education

Hanyang University — Applied Art Education

I think of branding as a 'process.' I believe a brand's essence emerges fully through a repeated flow of thinking → making → revising → refining. That process is never finished in a single project — it goes on and on.
The same holds for how it's expressed. Finding and trying, without boundaries, the materials and methods that best fit the meaning — images, vectors, layers, motion — is part of that process too. Lately, quite naturally, I've fallen for the joy of actively experimenting with AX. AI and code, in the end, are just more of those materials.

Working with a range of clients — &unipair, Leesar, COR3A, LSC, Wicker Park, Double Dot and more — has been a fresh challenge and a genuine pleasure to wrestle with every time. I intend to keep taking on challenges like these. A casual conversation is welcome too — feel free to reach out.

Contact hello@par-studio.kr
@par.studio.official