We Belong Here Corporate Identity

We Belong Here Corporate Identity

We Belong Here Corporate Identity is an innovative and culturally inclusive branding concept developed by designer Jiyun Kim, recognized with a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category. This comprehensive corporate identity system centers around an interactive exhibition concept that utilizes customizable spinning tops as a medium for cross-cultural communication and community building. The design draws inspiration from the universal appeal of spinning tops across diverse cultures, transforming this traditional play element into a sophisticated tool for fostering inclusivity and equality in educational environments. The identity system encompasses a meticulously designed top-making kit measuring 11x17 inches and promotional posters sized 24x36 inches, featuring dynamic visual elements that capture the spinning motion to form the word We, symbolizing unity and collective belonging. The project's strategic use of neutral color schemes, reminiscent of Olympic color palettes, demonstrates a thoughtful approach to avoiding cultural bias while maintaining universal appeal. Implemented during Otis Design Week in August 2021, this corporate identity successfully bridges cultural and linguistic barriers through its innovative integration of physical interaction, visual communication, and community engagement. The design's effectiveness lies in its dual functionality as both a branded visual system and an interactive educational tool, enabling students to express their individual identities while participating in a shared experience that transcends traditional communication barriers. The project exemplifies how corporate identity design can extend beyond conventional visual elements to create meaningful, participatory experiences that promote cross-cultural understanding and institutional unity.

corporate identity design, cross-cultural communication, inclusive branding, educational design, interactive exhibition, community engagement

— Adam Dawson