Social Responsibility, Brand Design


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The campaign “ReCycle” is inspired by the familiar scene in South Korea of broken and worn-out bicycles that have been carelessly left by people on the street. This led to the idea to collect abandoned bicycles, repair and refresh them, and then give them to people in need. In the process, the bikes also receive a new branding that lends them a fresh quality appeal. The idea is communicated on attention-grabbing media such as a bicycle trailer and promoted via social media.

[Red Dot: Junior Award]
  • University:
    School of Visual Arts, New York
  • Supervising Professor:
    Bryan Farevaag
  • Design:
    You-Jin Choi, Seoul