Interviews with Lia Jiyun Kim
Designer profileDesigner of the Day Interview
15 July 2023
I am a multidisciplinary designer based in New York. I studied for a B.F.A. in Industrial Design and a minor in Business Administration from Hongik University and studied MFA in Graphic Design from Otis College of Art and Design. Currently, I specialize in brand design and have a particular interest in creating designs for public goods. I am passionate about using my skills to contribute to projects that benefit society and make a positive impact on people's lives. I am eager to further explore opportunities where I can design meaningful and impactful solutions for public goods.
Becoming a designer has been a journey driven by my innate passion for creativity since a young age. The desire to craft something unique and bring joy to others naturally led me to pursue a career in design. Starting with industrial design, I soon discovered my fascination with branding, which sparked my interest in business administration. To equip myself with comprehensive skills, I pursued an MFA in Graphic Design, ultimately realizing my dream of becoming a proficient brand designer. The continuous pursuit of knowledge and the unwavering passion for design have been the guiding forces behind my journey as a designer.
Designing brings a range of emotions - excitement during the initial idea phase, fulfillment in the journey of exploration, and joy in seeing the final product come to life. The dynamic and transformative process is what I enjoy most, finding possibilities beyond the first sketch.
Although I am still at an early stage of my career, my advice is to embrace feedback and not hesitate to seek it. Be confident and brave in reaching out to professionals in your desired career path. I was initially shy but learned the value of networking and seeking guidance from experienced individuals. It has been instrumental in my growth and overcoming challenges. Stay curious and open-minded to new opportunities and experiences.
Being recognized for my work by esteemed professionals in the industry gave me a sense of validation and belief in my abilities. Also, participating in the award exposed me to the work of other talented designers. Observing their creativity and unique approaches inspired me to push the boundaries of my own design practice and continuously improve.
Knowing that my work was appreciated by the design community encouraged me to strive for excellence in every project I undertake.
Knowing that my work was appreciated by the design community encouraged me to strive for excellence in every project I undertake.
Design Interview
18 October 2023 · Rsvp Corporate Identity
The main principle and inspiration behind the design of Rsvp is to provide a secure and joyful platform for virtual events during the COVID-19 pandemic. The inspiration came from the challenges posed by the pandemic, which made in-person gatherings difficult and led to the increasing popularity of virtual parties.
The main focus in designing Rsvp was to create a platform that fosters social connectedness and a sense of community for online gatherings among friend groups. The goal was to achieve this through an invite-only system that ensures security and inclusivity.
The Rsvp project took place during the spring of 2022, and the design process spanned several months.
The design was inspired by the need for secure and inclusive virtual event platforms during the pandemic. It was not specifically commissioned but was created to address a pressing societal need.
The design is not currently being produced or used by another company, but the intention is to continue developing the platform and potentially collaborate with other organizations to expand its reach.
The design was created to address the challenges of the COVID-19 pandemic and to provide a solution for safe and engaging online gatherings.
The target customers for this design are individuals and groups who want to host or participate in secure and inclusive virtual events, especially during the COVID-19 pandemic. Friend groups and social communities are a primary audience.
The name "Rsvp" is a play on the traditional "RSVP" (Répondez s'il vous plaît), which means "please respond" in French. It signifies the act of confirming attendance, which is a fundamental part of event planning. The name reflects the platform's core function of inviting and confirming guests for virtual events.
The most unique aspect of our design is the logomark of RSVP, which symbolizes diversity and interconnectedness. This distinctive logo features intricately entwined typefaces with connecting lines, forming linking squares and wide letters. What sets it apart is its dynamic adaptability, as it varies based on the number of attendees, emphasizing the platform's commitment to inclusivity and community-building.
Design Interview
12 July 2023 · We Belong Here Corporate Identity
The main principle, idea, and inspiration behind the design is to promote cross-cultural understanding, communication, and collaboration through the creation and use of spinning tops. The design aims to transcend language and cultural barriers, fostering unity and equality in the global community.
The main focus in designing this work was to create an engaging and inclusive tool for educational programs. The goal was to provide a playful and creative activity that would help students connect with their peers, express their identity, and develop a sense of belonging within their community.
The future plans for this award-winning design could include expanding its reach to other educational institutions or organizations that focus on cultural diversity and inclusion. It could also be adapted for use in team-building exercises or community-building initiatives.
This particular design was inspired by the universal appeal of spinning tops as a form of entertainment and the desire to create a tool that promotes unity and understanding among individuals from diverse backgrounds. It was not mentioned whether the design was commissioned or pursued based on personal inspiration.
The target customer for this design is new students who are embarking on their college journey. The primary goal of this design is to facilitate introductions and foster understanding among these students. By creating a thoughtful and engaging design, we aim to provide a platform or tool that encourages new students to connect with one another, share their backgrounds and interests, and develop a sense of community.
Adobe Illustrator, Photoshop, Rhinoceros, Keyshot
The most unique aspect of this design is its combination of playfulness, cultural expression, and the promotion of unity and equality. By using spinning tops as a medium, the design taps into a universal form of entertainment that transcends language barriers and allows for personal expression.
One of the primary difficulties was creating persuasive symbols that accurately represented each personality.
During the design process, the designer may have learned more about the importance of cultural diversity and inclusivity in educational settings. They may have also gained insights into the power of play and creative activities as tools for fostering unity and understanding. Additionally, the designer may have improved their skills in designing interactive and inclusive experiences.
Design Legend Interview
15 July 2023
I am a multidisciplinary designer based in New York. I studied for a B.F.A. in Industrial Design and a minor in Business Administration from Hongik University and studied MFA in Graphic Design from Otis College of Art and Design.
I've always had a passion for creativity from a young age. The desire to make something unique and bring joy to others naturally led me to pursue a career as a designer.
I specialize in brand design and have a particular interest in creating designs for public goods. I am passionate about using my skills to contribute to projects that benefit society and make a positive impact on people's lives. I am eager to further explore opportunities where I can design meaningful and impactful solutions for public goods.
A great designer distinguishes themselves from a good designer through their ability to create designs that transcend mere client satisfaction and have a broader impact on the world. While good designers excel in meeting their clients' needs and expectations, great designers go beyond that by designing solutions that address larger societal or environmental challenges. They possess a deep understanding of the human experience, cultural context, and the power of design to influence behavior and shape positive change. Great designers leverage their creativity, empathy, and innovation to create designs that not only serve their immediate clients but also contribute to the greater good, leaving a lasting and meaningful impact on the world.
My secret recipe for success in design lies in two essential ingredients: deep research and keen observation. I find daily inspiration in the small things around me. For instance, in the Donut Branding Project, I loved to look at the donut-making process and I connected the fermentation process and swelling of donuts to the concept of "richness." This approach allows me to infuse unique and meaningful elements into my designs, resulting in captivating and memorable outcomes. Embracing the power of research and finding beauty in the ordinary enables me to create designs that resonate with audiences on a profound level.
I think I still need to improve, but my journey to becoming a great designer has been fueled by my dedication to continuous improvement, collaboration with other professionals, and an open-minded approach. Seeking feedback, staying updated with design trends, and embracing diverse perspectives have been instrumental in shaping my skills. I believe empathy is vital in creating designs that truly resonate with users. Winning this opportunity would inspire me to further evolve as a designer and contribute meaningfully to the design world.
Design plays a crucial role in shaping a better society by inspiring engagement and fostering meaningful connections among people. Beyond just visually attracting attention, design has the power to motivate action. This was precisely my intention with the "We Belong Here" project, where I aimed to encourage individuals to embrace diversity and learn about different backgrounds.
As a designer, I'm passionate about creating meaningful experiences. Besides design, I'm a foodie who loves exploring new culinary adventures. One day, I hope to have the opportunity to design for a food brand and blend my two passions seamlessly. Thank you for your support!
Designer Interview
15 July 2023
I've always had a passion for creativity from a young age. The desire to make something unique and bring joy to others naturally led me to pursue a career as a designer.
I have my own design studio that offers branding services for small brands. I've had the opportunity to assist Korean Americans, and it brings me joy to support the Korean community. I strongly believe that good design has the power to connect people and constantly strive to innovate and push boundaries in my work.
For me, design is the art of connecting people by creating meaningful and purposeful experiences that resonate with them on an emotional and functional level.
I have a particular fondness for designing works that have a meaningful impact on society. Recently, I have been particularly drawn to the realm of inclusive design. Inclusive design involves creating products, services, and experiences that are accessible and considerate of the diverse needs and abilities of all individuals. By embracing inclusive design principles, I strive to ensure that my creations cater to a wider audience, promote equality, and enhance the overall user experience for everyone involved. This approach allows me to contribute to a more inclusive and equitable society, which is something I find incredibly rewarding and fulfilling.
I designed a visual identity for a diary for Buddhist learners in Korea. I was thankful for that opportunity to develop something meaningful for them.
I feel most creative when I'm at a cafe, in a good mood, or when faced with a deadline.
During the design process, I prioritize thorough research as it plays a pivotal role in ensuring a strong foundation and successful outcome.
My design inspiration comes from everyday experiences and paying attention to small details. For example, when working on a donut logo design, I might draw inspiration from the donut-making process itself, like the expanding dough. In addition to finding inspiration in everyday experiences, I also consider the broader concepts behind my designs. For instance, if I'm working on an expanding theme, I might explore its connection to historical elements, like a cultural era known for its growth and nourishment. By incorporating these deeper concepts, I strive to create designs that have a meaningful and resonant impact.
Macbook. Ralph Lauren tea cup, The Politics of Design(Book), Carnegie hall ticket,
I am most passionate about design projects that have a positive impact on the world and align with my values. Working with CRNGO at the United Nations was a deeply rewarding experience, as it allowed me to contribute to their mission of promoting peace, understanding, and mutual respect. Designing for such a noble cause inspires me to create purposeful and impactful visuals, aiming to reach a broader audience and make a difference.
send me email - liajiyunkim@gmail.com
Grand Interview
1 November 2025 · We Belong Here Corporate Identity
This design was created for Otis Design Week, a program welcoming new MFA Graphic Design students from diverse backgrounds. At the time, it was everyone’s first encounter with one another, and we were asked to quickly create an exhibition using elements from our personal backgrounds. I thought it would be great to turn this into an opportunity for ice breaking, and I began thinking about how to make the experience fun and engaging.That was when the idea of turning a self-introduction tool into a game came to mind. The spinning top felt like the perfect object. It is playful, interactive, and free of bias. Later in my research, I discovered that spinning tops are part of many cultures around the world, which reinforced the idea.Each top carried basic personal information, such as country of origin, current location, gender, and personality traits, and participants were encouraged to customize their designs. When spun, the graphics on the top would blur and merge, symbolizing how everyone’s unique background comes together and mixes in motion. This was intended to be a metaphor for creating one’s own color through interaction, a way to express individuality while connecting with others.I believed that the act of spinning a top, bringing people together, sharing stories, and letting various identities interact could serve as a powerful and joyful metaphor for cross-cultural connection.
The color palette for We Belong Here was inspired by the Olympic colors. I was drawn to the idea that the Olympic rings represent the union of different continents and symbolize global unity. I wanted the colors to carry that same inclusive spirit—something that could resonate universally without favoring any specific culture or region.By referencing the Olympic palette, I was able to create a set of colors that are bold, balanced, and instantly recognizable, yet neutral enough to transcend cultural bias. The goal was to make every participant feel represented and included, regardless of their background. The palette needed to be both inviting and flexible, able to hold multiple meanings while maintaining a cohesive visual language.
Although this project was developed before I formally began my experience at Otis, the school’s environment and its location in Los Angeles had a strong influence on my approach. As someone who came from South Korea, I wasn’t very familiar with the concept of pronouns as part of personal identity. One of the most striking moments during orientation was how everyone introduced themselves by also sharing their pronouns.That simple act highlighted the school’s emphasis on inclusivity, self-definition, and respect for difference. It made me think more deeply about how identity can be expressed and shared in open, supportive spaces. This awareness inspired me to design an ice-breaking experience that wasn’t just about getting to know one another, but about honoring the diverse ways we define ourselves. The spinning top became a tool for that—an interactive way to let each person express their identity and see it blend with others in motion.
The top-making kit was conceived as both a symbolic and participatory medium for cross-cultural exchange. Each interchangeable component, including its forms, materials, and color palette, was informed by visual references from different cultural crafts and traditions. By allowing users to assemble and spin their own tops, the kit transforms a simple act of play into a shared language of balance, curiosity, and belonging, fostering dialogue that transcends words.
Translating the motion of spinning tops into a static identity was one of the biggest challenges. The project’s core message, unity in diversity, is rooted in rhythm and balance, concepts that are inherently dynamic. To express this visually, I avoided depicting rotation literally and instead used circular compositions and patterns that suggest motion. The typography was shaped by the trajectories of spinning tops, capturing a sense of energy and connection even within stillness.
When I first arrived at Otis, I noticed the phrase “You Belong Here” displayed throughout the campus. It left a strong impression on me and made me reflect on the idea of belonging, especially as someone coming from South Korea. In Korean culture, we often use the word “we” instead of “I” to express shared experience and community. I thought this cultural nuance could add depth to the project and also help explain my background.By emphasizing the word “We,” I wanted to shift the focus from the individual to the collective, reflecting the shared journey of all the new students just entering the program. Having the spinning tops come together to form the word “We” served as a metaphor for how diverse individuals can come together and create a sense of unity and belonging—both visually and conceptually.
The educational framework of We Belong Here was designed to be adaptable beyond a single institution. While it originated at Otis College of Art and Design, the system emphasizes participatory learning and cultural exchange rather than fixed outcomes, allowing it to scale across different educational contexts. The modular nature of the top-making kit and its accompanying visual language can be customized to reflect local crafts, colors, and narratives. In community workshops, for example, the kit can serve as a shared starting point for dialogue about identity and belonging. Ultimately, the goal is for each institution to reinterpret the system through its own cultural lens while maintaining the spirit of collective creation and empathy.
The tight Design Week schedule pushed me to make fast, intentional decisions. It encouraged collaboration, simplicity, and focus on clarity. The time pressure led to a system that felt cohesive, energetic, and true to the project’s message of unity in motion.
I focused on keeping the visuals approachable yet respectful. Playful elements like color and motion invited engagement, while clean typography and structure grounded the system. The balance came from treating inclusion not as decoration but as the foundation, so every playful choice supported that core message.
I hope to expand the concept into a more interactive framework that encourages cultural exchange through participation. The next step is exploring how motion, language, and shared creative play can bridge differences in global classrooms, keeping inclusion as both the process and the outcome of design.
Grand Interview
1 November 2025 · Rsvp Corporate Identity
At the time, I was studying abroad in Los Angeles, which allowed me to meet people from many different cultural and social backgrounds. Experiencing this diversity firsthand made me think deeply about how design could bridge distances and foster genuine connection. During the pandemic, I hosted several virtual parties that brought together friends from both Korea and the U.S., and those experiences inspired the concept behind Rsvp Identity.The project aimed to create a visual and experiential language that balanced security—ensuring safe digital interaction—with inclusivity, making everyone feel welcomed and seen, regardless of where they were. It became a way to translate human warmth and connection into a virtual format through thoughtful design decisions.
The visual language of the Rsvp Identity was developed from the idea of connection through diversity. Since the project was inspired by bringing together people from different backgrounds, I wanted the logo itself to embody that sense of unity within variety.The entwined typefaces and connecting lines represent individuals with distinct identities coming together to form a cohesive whole. Each line overlaps intentionally — symbolizing dialogue, exchange, and inclusivity — while the overall form remains balanced to maintain brand coherence. The process was about finding harmony between contrast and connection, showing that diversity doesn’t fragment identity, but rather strengthens it.
When designing the invite-only system for Rsvp Identity, my main goal was to create a digital environment that felt safe yet welcoming. During the pandemic, online events became vulnerable to impersonation and unwanted intrusions, so I wanted to address those concerns through thoughtful design rather than purely technical restrictions.I focused on controlled accessibility — allowing users to join through personalized, one-time invitation links that visually matched the brand’s refined tone. Every element, from the interface layout to the typography, reinforced trust and exclusivity without feeling closed-off. The result was a system that balanced security and inclusivity, ensuring participants felt protected while still experiencing a genuine sense of belonging and connection.
That feature was designed to make the experience feel alive and responsive — more like a real social gathering than a static digital event. As the number of attendees increases, the visual system of Rsvp Corporate Identity dynamically evolves — colors shift, connecting lines multiply, and the overall composition becomes more intricate.This adaptive design mirrors how a community grows: each new participant adds energy and dimension to the shared space. By letting the visuals respond to attendance in real time, the platform reinforces the idea that every individual contributes to the collective atmosphere, transforming what could feel like a distant virtual interaction into a more human and connected experience.
Researching across Korea, the U.S., and the U.K. allowed me to observe different ways people connect and express themselves. Each culture offered unique perspectives that influenced how I approached both the visual identity and interaction design.Overall, it helped me create a platform that feels universally welcoming, while still reflecting subtle cultural nuances in tone and experience.
One of the main goals of Rsvp Identity was to reduce the emotional distance people often feel in online spaces. Many virtual gatherings can feel impersonal or even isolating, so I wanted to create a design language that reintroduced warmth, anticipation, and human connection into the digital experience.The interface used soft motion, organic connection lines, and responsive visual cues that subtly acknowledged presence — making participants feel seen rather than anonymous. The invite-only system also helped foster a sense of intimacy and trust, countering the uncertainty that often comes with open online environments.I believe the project was recognized because it approached technology not just as a functional tool, but as a medium for emotional design — one that acknowledges people’s need to feel both safe and connected at the same time.
When designing Rsvp Identity, I wanted to preserve the sense of courtesy and anticipation that traditional RSVP culture carries. In physical gatherings, an RSVP isn’t just about confirming attendance — it’s a gesture of respect and connection between host and guest. I translated that emotional nuance into the digital experience.Every interaction — from the personalized invitation link to the gentle visual response when someone joins — was designed to feel intentional and considerate. The interface mirrors the tone of a well-crafted invitation: warm, respectful, and human-centered, even in a virtual space.By embedding these social cues into the user experience, the platform didn’t just digitize the RSVP process — it revived the etiquette of togetherness in a modern, interactive form.
The beverage and goods ordering system was inspired by the idea of shared rituals — small, tangible gestures that make people feel connected even when they’re apart. During my time studying abroad, I noticed how sharing food or drinks often became the most natural way to build community. I wanted to reimagine that experience in a virtual setting.By allowing participants to order the same beverage or curated items before an event, Rsvp Identity transforms an online gathering into something sensory and memorable. This feature reinforces the brand’s core values of connection and inclusivity, extending beyond the screen to create a subtle, shared experience that bridges the physical and digital.
In a post-pandemic world, people are craving authentic connection but also value the flexibility that digital interaction provides. I see Rsvp Identity evolving into a hybrid ecosystem — one that seamlessly bridges online and offline experiences.Rather than simply hosting virtual events, the platform could integrate location-based participation, AR-enhanced interactions, or shared sensory moments that make remote engagement feel tangible. The focus will remain on empathy and inclusivity, ensuring that technology adapts to human behavior — not the other way around.Ultimately, my vision is for Rsvp to continue redefining what social connection means in a connected yet fragmented world — offering a design language that evolves as our ways of gathering do.
Winning the Iron A’ Design Award for Rsvp Identity was meaningful because it affirmed that virtual spaces can be designed not just for efficiency, but for emotional connection and trust. It encouraged me to think more deeply about how design can mediate human interaction — especially in environments where physical presence is absent.The recognition reinforced my belief that security and social connection aren’t opposing goals, but complementary ones. A sense of safety actually enables openness — when users feel protected, they’re more willing to engage and share. Since then, I’ve become more focused on creating digital systems that are not only functional, but also emotionally intelligent — spaces where technology quietly supports human warmth.