Shim Cheong
Shim Cheong is a concept for a Korean Disney princess that Julia Riew, a Harvard student, is creating. This story is a famous Korean folktale that Riew readapted into a musical with a twist. In Riew ‘s version of the story, Shim Cheong dives into the ocean to save her father, where she ends up at the Dragon Kingdom and has to fight her way back home. Julia Riew went viral on TikTok for this concept and is in the preliminary stages of making the musical.
Challenge
To create a brand for something that did not exist yet, and to use conceptualized imagery to create illustrations that represent the story.
Solution
Taking key points of the story and visualizing it in a dramatic and interesting way. Other deliverables were created in case the musical wanted to use them for promotion.
Scope
Branding
Print
The circle symbol has the word “Shim Cheong” in Korean written in an abstract way. The Golden “O”s represent the money that had to be obtained during the story. The wavy and blue typeface represents the ocean which also plays a part in the story.
