Creating Your Own Brand: This project is a citizen-participatory branding initiative where anyone living or active in Yeongdeungpo can design their own graphic patterns and Hangul typefaces. Moving away from traditional top-down urban branding, this project experiments with a bottom-up structure where citizens first create a visual culture, which then expands into the city’s official brand identity.
Participating citizens attend workshops with professional designers to discover visual cues from their daily experiences—such as Yeongdeungpo’s streets, shops, and living environments—and develop them into graphic patterns and font forms. The resulting outputs embody individual identities while functioning as a collective visual language that reveals the diversity and complexity of Yeongdeungpo. This project proposes that a city brand should not be a single, finished image, but rather a continuous cultural process built through citizen participation and accumulation. In doing so, it presents a practical model for the future direction of urban branding.
