Interview with Yeaji Kim from United States

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Yeaji Kim

Yeaji Kim is an alumna of Pratt Institute in Brooklyn, New York, where she majored in Communication Design with a focus on Graphic Design and minored in Photography. She is passionate about creatively exploring and discovering new aspects within everyday life.

1Please 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 visualisation is maximised when the audience accepts the purpose of the project which is generated from trivial and normal things that people experience in their daily memories.

2What 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 realised 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.
3Tell 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 visualise corporate designs, motion graphics, marketing assets, exhibition booth design, and product display design.
4What does “design” mean to you?
Design is an integral part of who I am. Regardless of my location, I always find myself drawn to elements of design. It's in these moments of discovery and connection with design that I find myself most deeply focused and truly alive.
5What’s your favorite kind of design and why?

Ever since my college days, minimalism has resonated with me as my preferred design style. It was during an art history class on International Typographic Style that I first became captivated by its elegance.

The striking blend of simplicity and boldness in this graphic style immediately drew me in. I believe that this approach, being both straightforward and impactful, communicates messages to the audience with remarkable efficiency.

6To you, what makes a “good” design?
Different individuals may have varied interpretations of the term "good." In my perspective, "good" equates to an "exceptional solution." Rather than considering myself an artist, I identify more as a designer because, in my view, effective design is synonymous with providing excellent solutions.
7How did you come up with the idea for your award-winning design?
The concept originated from identifying elements that are seemingly mundane yet omnipresent in our lives, leading me to the notion of "time".
8What 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.
9Do 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.
10Congratulations! 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!
11Can you explain a bit about the winning work you entered into the 2023 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.
12What were the main challenges you faced during the design process, and how did you overcome them?

The main challenge during the design process was visualising 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, the plethora of information posed a challenge, particularly because the design needed to maintain simplicity. Striking a balance between simplicity and the incorporation of all the intended concepts and messages became one of the most demanding aspects of the process.

13How 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!
14What are your top three (3) favourite things about our industry?
Collaborate, interest, and analyse are the favorite verbs that I love in the design industry. For the “good” design, you have to analyse the current trend, collaborate with other people, and come up with results that interest the public.
15What 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.
16Where 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.
17What advice do you have for aspiring designers who want to create award-winning designs?

This is for the 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.

18What resources would you recommend to someone who wants to improve their skills in the design industry?

I highly recommend investing in art books from brick-and-mortar bookstores. There are moments when digital sources can be exhausting, and it's then that I find solace in flipping through the pages of a physical book.

It's a different experience to trace the journey of poster art and color palettes through these tangible histories, providing a unique and enriching perspective away from the digital world.

19Tell 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.
20Who has inspired you in your life and why?
I find inspiration in observing people! By watching them and contemplating their potential thoughts in different scenarios, I gain insights. I believe that it's the small, everyday details that hold the greatest power to evoke empathy and convey messages effectively.
21What is your key to success? Any parting words of wisdom?
Endurance is the cornerstone of my success. Life isn't always filled with joyous moments and blossoming flowers. Yet, by enduring the tough winters of our lives, we pave the way for a spring that will inevitably arrive, flourishing with incredible blooms.

Winning Entry

Enjoy Chaos | 2023


“Enjoy Chaos” is a campaign that motivates visitors of museums to feel freedom while they exist in the space without feeling any guilt. This … (Read more at London Design Awards)

Yeaji Kim

Yeaji Kim is an alumna of Pratt Institute in Brooklyn, New York, where she majored in Communication Design with a focus on Graphic Design and minored in Photography. She is passionate about creatively exploring and discovering new aspects within everyday life.

Read more about this interview with Yixuan Cai from the United States, the Gold Winner of the 2023 London Design Awards.