FOR IMMEDIATE RELEASE

Seotun Saram: Corporate Identity Design Project

Coreintive, a design team based in Gwangju, Republic of Korea, has unveiled the groundbreaking corporate identity design project, Seotun Saram. The project, initiated in April 2017 and completed in August 2018, addresses the challenges in Korea's psychological counseling infrastructure by redefining the perception of counseling and introducing people to qualified psych consultancy centers.

The Seotun Saram project is a result of extensive research and creative collaboration led by Creative Directors Donggyun Kang and Yangji Kim, along with a team of talented designers including Saea Kang, Jeesun Yim, Heejin Um, Habin Ku, and Inhwa Song, as well as Developer Yumin Kim.

The design introduces a fairy tale metaphorically describing the counseling process for those unfamiliar with counseling, aiming to convey warmth and provide the right direction for counseling. The warm paper texture, lyrical navy blue of the night sky, and hand-drawn icons are integrated into the corporate identity, offering a message of hope and consolation to those in need.

Seotun Saram also introduces two characters, 'Seotun' and 'Gobukki,' representing the counsellee and the counselor, respectively. This innovative approach aims to enable clients to receive skilled counseling in a secure setting, fostering a positive perception of counseling.

The project's unique approach and creative execution have garnered recognition, with the design winning the Bronze A' Design Award in 2020. This prestigious accolade acknowledges Seotun Saram's outstanding and creatively ingenious design, contributing to quality of life improvements and making the world a better place.

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