Kakao AI Campus

Brand Design for LMNT Company

Kakao AI Campus, developed by Kakao Corp., defines a future AI blueprint for the community. Open to Kakao employees, local communities, civic groups, and digitally disadvantaged individuals, it serves as an alternative space to nurture AI talent while upholding ESG principles. A comprehensive brand experience design was implemented, establishing operational principles and practical programs. By introducing innovative designs distinct from Kakao's existing identity, the project inspired the company and strengthened internal branding.

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Kakao AI Campus by LMNT Company

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Brand Design by LMNT Company

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LMNT Company Kakao AI Campus

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LMNT Company Brand Design

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LMNT Company Design Team Photo

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LMNT CompanyBrand Logo

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Unique Properties

Kakao AI Campus was created by Kakao Corp. to develop a future AI blueprint for the community. Open not only to Kakao staff but also to members of local communities, civic groups, and digitally disadvantaged people, it serves as an alternative community to nurture AI talent while implementing ESG principles. A comprehensive BX design was developed for this symbolic space, establishing principles for operation and designing practical experience programs. By creating an innovative design that departed from Kakao’s existing identity, the project provided fresh inspiration within the company and fostered an atmosphere for internal branding.

Tags

Brand Identity, Brand Experience, Brand Strategy, Motion Graphic, Creative Direction, Signage Design, Iconography Design, Illustration Design, Campus Design, Space Design

Production Technology

Adobe Illustrator, Adobe After Effects, Adobe Photoshop

Design Challenge

As a platform for global AI talent to explore their potential, the space is designed to put ESG philosophy into practice by supporting and nurturing citizens to build a better future for the community rather than focusing solely on corporate profit. This initiative lays the groundwork for developing global talent for a brighter future and revitalizing local communities across Korea. A sophisticated and witty design system was developed to communicate these activities and encourage participation more effectively.

Project Duration

Seoul, Republic of Korea

Operation Flow

A simple and highly visible Exformation design approach and a DFA (Design For All) system were implemented. This system provides affordances for people of all ages, genders, and abilities, effectively streamlining movement both inside and outside the space. The Design as Media approach allows employees and the public to discover new facets of the organization.

Research

Kakao AI Campus offers a new paradigm for corporate campuses, focusing on interactive self-growth rather than one-sided, profit-driven training. The flexible and adaptable space and visual design accommodate diverse individual needs, ensuring higher brand accessibility for all. The guiding principle of Open Imagination in experience design opens up new possibilities for collaboration and mutual growth with the local community. This innovative approach is expected to set a new benchmark in the industry.

Inspiration

Over 50 icon assets were created and stylish graphics with morphing motion were developed, designed to resonate with Millennials and Gen Z while breaking away from conventional corporate aesthetics. These elements evolved into a multi-dimensional experience system of visuals, illustrations, and signage centered on the theme of boundless potential of individuals. Traditional universal design icons were integrated into key visuals, using a visible Exformation design approach.

Image Credits

Image #1 : ©2024. LMNT all rights reserved. Image #2 : ©2024. LMNT all rights reserved. Image #3 : ©2024. LMNT all rights reserved. Image #4 : ©2024. LMNT all rights reserved. Image #5 : ©2024. LMNT all rights reserved.

Project Overview

Kakao AI Campus Brand Design has been a Golden winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

LMNT Company was recognized with the coveted Golden A' Design Award in 2025, a testament to excellence of their work Kakao AI Campus Brand Design.

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