Rooted in Pansori — a traditional Korean form of musical storytelling — this exhibition’s visual identity draws from the gestural language of traditional Korean calligraphy, where brushstrokes carry rhythm, pressure, and emotional weight. The system balances control and spontaneity, reflecting the tension between restraint and rupture central to the exhibition’s exploration of inherited feeling.
Typography, layout, and patterns translate these gestures into a contemporary design language, creating rhythm and movement across print and spatial applications. Silk-screened textures, layered forms, and repeated motifs echo the cadence and resonance of musical storytelling, bridging historical and contemporary contexts. The result is a cohesive, dynamic identity that conveys motion, emotion, and memory, supporting the exhibition’s themes of intergenerational experience and the translation of intangible cultural expression into tangible design.
See the publication design here.