Seotun Saram Corporate Identity
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Seotun Saram Corporate Identity
Seotun Saram Corporate Identity is an innovative corporate branding solution that revolutionizes the approach to psychological counseling services in South Korea through thoughtful visual storytelling and strategic design elements. Created in 2017-2018, this comprehensive identity system employs a unique fairy tale narrative to demystify and humanize the counseling process, particularly for individuals unfamiliar with therapeutic services. The design incorporates warm paper textures, lyrical navy blue night sky motifs, and hand-drawn icons to create an approachable and comforting brand atmosphere. At its core, the identity features two distinctive characters: 'Seotun,' representing the counselee seeking guidance, and 'Gobukki,' symbolizing the patient, reliable counselor. The name 'Seotun-saram,' meaning 'someone who is not skilled or used to something,' resonates with the brand's empathetic slogan 'Everyone starts clumsily.' This identity system, which earned a Bronze A' Design Award in Graphics, Illustration and Visual Communication Design, addresses critical infrastructure challenges in the psychological counseling sector by establishing trust and accessibility through its visual language. The comprehensive design solution encompasses various branded materials, maintaining consistency across all touchpoints while effectively communicating the service's professional nature and commitment to quality mental health care. The project's success lies in its ability to transform the traditionally intimidating perception of psychological counseling into a more approachable and warm experience, while simultaneously maintaining professional credibility and trust.
corporate identity design, psychological counseling branding, visual storytelling, therapeutic services, brand narrative, healthcare design
CITATION : "Adam Dawson. 'Seotun Saram Corporate Identity.' Design+Encyclopedia. https://design-encyclopedia.com/define/seotun-saram-corporate-identity?E=443922 (Accessed on October 14, 2026)"
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