MA journey of adventure


Before the course began, every time I talked to my family or Korean friends about my major I applied for, they had no idea what communication design was. People in Korea questioned me back,

“What is communication design?”

“What subject will you be researching?”

I presumed that not knowing what design is seemed to be a chronic problem of my country. Because to most of old generations of Koreans, when they think of a designer, the first thing that comes up into their mind would be an old famous fashion designer, Andrea Kim. However, these questions provoked me to go back to the basic question. “Yes, what is communication design? What have I done in my bachelors for four years?” While I felt absolutely concerned about my MA journey, the project 1 was given and I was asked to explore aspects of my creative process and myself. I put my effort to enjoy this first MA project as much as I can, since there was an interrogation in my mind.

I became a client of myself as a brand, set a goal to define and develop myself internally and externally. However, while following the course, there was a big hardship that I haven’t thought of actively. The cultural difference in educational system has been a big challenge to myself. I surely predicted it was going to be totally different to system of Korea’s, however, the lectures and seminars did not let my brain stop. They continued me to think and think again. I realised how my thinking process remained on excessively result-oriented system and how I was adapted to learning by rote. Plus, my lack of academic English skills was challenging me as well intellectually.

This module advised me in diverse ways. It stimulated me to step out of a result-oriented mind and taught me how design process is critical for creative practice.Through lectures and seminar with provocateurs, I became more interested in knowing how others’ creative process rather than searching for their outcome, and these were indeed informative while working on my own methodologies.

The terminology ‘Deconstruction’ was one of the biggest reason which led me to choose MA Communication design here. I was looking forward to working on ‘deconstructing’ myself. Even though I had to face many daunting tasks, now I figured the purpose out on why I am on this journey.

I would say that this entire journey of this project was an adventure with joy, excitement and a feeling of tension.


Global Practice: Berlin-Tokyo-NY

06 OCT 2016, Thur

Brighten the corner / Frank Phillipin
6D / Kishino Shogo
The partners

  1. Brighten the corner / Frank Phillipin    

“We like simple design. We like to keep things clear and enjoy editing out all the unnecessary bits that cling to ideas, so you can call us minimalists, it’s OK. But we don’t like dry work. We believe design should be concept driven, personally formed as well as engaging & fun.”

Brighten the Corners is Frank Philippin and Billy Kiosoglou. A German and a Greek, we met studying Graphic Design and set up Brighten the Corners after graduating from the Royal College of Art in London in 1999. We have a studio in London (Brixton) and in the Odenwald (near Darmstadt/Frankfurt).

Over the years, we’ve worked with many clients including the Goethe-Insitut, the British Council, the Department for Education, Accenture, and Laurence King Publishing, happily switching between public sector, corporate and cultural environments. All along we’ve resisted specialising. This is important to us, as we feel that doing the same thing over and over leads to formulaic responses, and they never quite work. And it keeps us on our toes, so that we don’t become “those guys who only do annual reports” or something equally scary.

We’ve won quite a few awards as well. Not just for posters, logos, programmes, websites or events we’ve designed, but most recently for the outcome of a university workshop. And we like to keep our hands in many pies: we publish and sell work in our online shop and teach Graphic Design at the University of Darmstadt and UAL: Camberwell College of Arts in London.
For more information about who we are, why we have this name, our manifesto, how to brighten the corners, or a list of our awardspublications (print, online & TV/radio), talksexhibitions and clients, click accordingly.we’ve kept our studio small.”



When working borderless, meetings / concepts / Skype / layouts / invoicing


Brighten the corner / Frank Phillipin  
6D / Kishino Shogo
The partners

His studio resisted on specialising. But he works on books logos identities posters websites

기시노 쇼고가 최그에 다시 읽고있는 책. 일본의 디자인레전드

People say posters are going to be out fashioned but, paper, books  –

i want people to hold my design in their hand and feel the texture, nostalgic,

producing < experiencing




Brighten the corner / Frank Phillipin  
6D / Kishino Shogo
The partners / Nick clark


dealing with brands in global scale

design and strategy for brands

smart, agile problem-solvers

expert collaborators

80 ppl in ny(10), london(60) and singapore(10ish)

30 yrs of doing it

part of WPP (2000~)


graphic design — brand strategy

same ethos around


colgate 미국에서 큰 클라이언트. 3.5billion consumers!

  • oral care -> smile displays health but also mental health + optimism

— everyone deserves a future they can smile about —



영국이 concept development / ideation에 대한 것이라면

미국은 aesthetic.  energy.


We need someone to come to office and challenge us. Rise that challenge.


designers who can ‘write’ is a big ability.

write manifestos, design beautiful brand…..

Have some Character – Stranger Magazine

Fri, 30 SEP. 1.30pm

Provocateur lecture: Clare from Stranger Collective.


Have some Character

Stranger is a creative content collective that gathers and nurtures the very best talents and ideas, to create words and deliver training that counts.


Our Process

  • Think

Do not write anything before you think / a shiver of ideas

  • Write

A kaleidoscope(만화경) of writers

  • Create

a bazaar of talents


Do words still have place?

Words don’t matter.

Above all else.

Image show you something but words make you imagine.

If words are used properly, used in right way, they have the POWER.



Google Chrome advert. Email from dad.


Compelling narrative.


“The universe is made of stories, not atoms.” Muriel Rukeyser

Story started to exist when there was fire.



Creating compelling characters

* Live it first: completely immerse yourself in it

* Build backstory(배경이 되는 이야기):

* Find the hook:

* Always consider the scene:


Writing with doors open/close à think about who to share with,~~

Just get it down!


Starting from WHY WHY WHY rather that starting from WHAT.


Creative brief for that

To get people excited

John Lewis advert.



Tone of voice consultancy service

* Understanding the brand and all its nuances

* Information gathering

* Reviewing, analysing, considering

* Arriving at characteristics

* Building a brand character or tone of voice position


Process workshop: Design Methodologies


There is no such answer for design process. Design process is ‘the problem with the problem(perspective)’

On 21 Sept, A Design process workshop was instructed by Andy Neal in the afternoon, investigating different process models and tools.

We were divided in small group to understand and experience three different activities which was;


  1. 6 Thinking hats by Edward de Bono
  • six colours; red, white, yellow, black, red, green.
  • start and end with blue

Bono is one of the pioneers of Brain Training. In 1967 he invented the world famous Lateral Thinking technique. He is a proponent of the direct teaching of thinking as a skill. He has dedicated his life to help people from around the world improve their thinking abilities and creativity skills. His courses such as  Six Thinking Hats Method and thinking tools have been used by top corporations, governments and world leaders but his tools have also been used by school children. His methodologies have been proven to help people of all thinking levels to make smarter decisions, faster.


2. Lateral thinking : Oblique strategies card.
What If you only have a piece of paper without a computer for the whole day?

Exercise) Think about the recent project that you have done and use the oblique strategies card to think about it.

I thought about one of my BA degree project called ‘Wander capsule: social platform app for solo travellers’ and found out the design process orders were flipped in some ways…and the resources was inappropriate in some ways.


3. Book Design thinking : Design Dice

  • Define
  • Research
  • Ideate
  • Prototype

Ref) Double diamond model


developed by the Design Council in 2005 as a graphical way of describing the design process.