Overview
Korean Air embarked on a historic rebrand—the first in over 40 years—to reflect its vision of becoming a global premium airline. Our team at Lippincott led the brand transformation across identity, experience, and design systems. I directed the digital design stream, ensuring the new visual and verbal principles translated seamlessly into every digital touchpoint—from website and app to inflight interfaces.
Challenge
The legacy digital ecosystem was fragmented and inconsistent across markets, platforms, and vendors.
Each property had evolved independently over decades, resulting in disjointed UX, visual noise, and lack of scalability. The challenge was to build a unified system that balanced Korean Air’s new brand expression—refined, human, and premium—with the flexibility to scale globally across devices and regions.
Solutions
I led the digital art direction and design system development, creating a modular framework that guided all digital executions. The system defined scalable UI components, motion principles, and interaction patterns that captured the calm sophistication of the new brand. Working closely with the client, we ensured that the digital toolkit supported accessibility, performance, and cross-platform consistency. The result: a cohesive experience that bridges brand storytelling with functional clarity—reintroducing Korean Air to the world as a symbol of modern Korean elegance.
