SeoulMate is a city branding initiative aimed at redefining Seoul’s identity for a global audience. The project combines strategic branding, visual design, and cultural storytelling to create an inclusive and engaging campaign that positions Seoul as a vibrant, connected, and welcoming city for both locals and international travelers.

• Research & Analysis: Studied global city branding trends, Seoul’s current identity, and international visitor demographics.

• Concept Development: Defined brand values, personality, and positioning to create an emotionally engaging and culturally relevant identity.

• Visual Design: Created logos, color palettes, typography, and graphic elements that reflect Seoul’s connectivity and dynamism.

• Application & Mockups: Designed real-world implementations for billboards, subway stations, social media, and tourism materials.

• Presentation & Refinement: Compiled all elements into a cohesive brand system demonstrating the campaign’s impact.

Seoul is currently the 14th most visited city by foreign travelers, yet its existing branding and slogan, Seoul My Seoul, fail to create a strong emotional connection or resonate with global audiences. The city needed a more meaningful identity that reflects its connectivity, culture, and dynamism while appealing to diverse visitors.

The aim of SeoulMate is to develop a city brand that strengthens Seoul’s global presence, encourages tourism and investment, and fosters a sense of connection between visitors, locals, and the city itself. The brand seeks to be inclusive, culturally relevant, and visually compelling across all touchpoints.