United Korean Founders · 2024Brand / Graphic

United Korean Founders

Identity for a US community of Korean founders.

Role: Identity design
Engagement: Direct client

Background

United Korean Founders is a US community for Korean founders and operators. It came to me directly rather than through EO. First logo comps in February 2024, produced goods later that year.

What I made

The mark is a phoenix, built into a black-and-white system that scales from app avatar to poster. Symbol, wordmark, and left- and right-anchored lockups went to media teams as a small kit.

The lockup

2024 NYC Startup Summit

Poster for UKF's 2024 NYC Startup Summit: a founder-portrait grid over the identity's type system. I flew out and worked the summit on site, running camera and grip logistics.

Summit after-party poster: duotone cocktail photography in navy, sponsor wall below — After-party poster, navy

Goods

Member tees were produced and sold through Marpple in 2024, phoenix on the back.

Phoenix tee back print artwork, white on dark — Tee back print artwork

Summit edition print: New York City, 10/18/24 — Summit edition

Membership symbols

Membership tiers got their own marks: one silhouette language across four animals, material carrying the tier.

Four membership tier marks on black: Diamond Phoenix, Golden Bear, Silver Tiger, Bronze Turtle — Tier marks: Diamond Phoenix / Golden Bear / Silver Tiger / Bronze Turtle

Outcome

The identity runs on ukf.net, across the summit, and on goods sold to members.

ukf.net live: the phoenix mark in the navigation and the identity type across the membership banner — The identity live on ukf.net

See it live: ukf.net