I'M

Brand Identity | Brand Strategy | Spatial Design

I'M is a record label built around the mixed culture of underground R&B, hip-hop, and drill coming out of Seoul and London, two cities that share a restless, layered energy that doesn't fit neatly into mainstream categories. Through research and brand strategy, a cohesive brand identity was developed alongside marketing materials and a spatial experience, giving the brand a complete world to live in.

The marketing strategy for I'M was visualized in Gangnam, one of Seoul's most commercially active districts, centered around the COEX complex. Taking cues from how Broadway dominates the visual landscape of Midtown Manhattan, the campaign was designed for large-scale digital panels, treating the city itself as the primary medium. The placement demonstrates how a brand rooted in underground culture can occupy premium urban space without losing its identity, using scale and motion to amplify the graphic language across surfaces that reach thousands of people daily. The strategy explores both static and dynamic applications, showing how the I'M visual system adapts across formats while maintaining the coherence of the brand at every size.

The spatial design for I'M takes the form of a lounge and festival venue, conceived as a physical extension of the brand's identity. Rather than a conventional event space, the environment was designed to immerse visitors in the world of I'M, where the music, the aesthetic, and the culture of Seoul and London's underground scenes converge into a single lived experience. Every element of the space was considered as a sensory touchpoint, from the atmosphere and lighting to the materials and layout, ensuring that visitors don't just see the brand but feel it. A model was developed to visualize how this environment would come to life during events, translating the brand's graphic language and cultural energy into three-dimensional form.