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sTREEt Campaign

[Brand Design]


Tree Planet, Seoul



creative direction

Jae Ki Lee

art direction

Ian Tae Woong Jeon

web director

Dong Min Kim

interaction planning

Soo In Yang

interaction design

Won Dae Ryu


Myoung Ho Lee

graphic design

Bo Young Kim

account management

Hyung Soo Kim


Landon Yoon

motion design

Ah Yetn Kim

film direction

Myung Kuk Kwon

account supervisor

Sun Jae Doh

account director

Jun Ha Ahn

account executive

Sung Yuel Choi

Due to commercialisation and public ignorance, the trees in Gangnam city are struggling to survive and are slowly disappearing. The brand “sTREEt” was created to draw attention to the disappearance of the trees in the streets. The rectangular shaped logo was designed with a frame in mind, inducing the audience to actually look at the street trees. Posters were placed at the entrance of a shopping street to get people’s attention. The interactive brochure and the window canvas were placed along the shopping street, both with rectangular holes that act as viewfinders. The website, designed with the rectangular shape in mind, was set up to collect signatures for a petition to protect the street trees.

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