ie:um
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I led the branding project for ie:um by designing the logo and materials, directing photography, and redesigning the website to create a cohesive, elegant, and inviting visual identity that reflects the brand’s core values of connection and celebration.
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Branding design
Visual Identity
Logo
Photography Direction
Website Redesign -
Adobe Illustrator
Photoshop
Squarepace
About
ie:um is a live music service that brings the elegance of the violin to any occasion—from weddings and corporate events to private parties, galas, and community gatherings. Clients can personalize their musical experience by choosing from a versatile repertoire of classical pieces, film scores, and contemporary pop songs, all beautifully arranged for solo violin. Each performance is designed to create a refined, memorable atmosphere.
At ie:um—which means "connection" in Korean—we believe that everyone deserves a soundtrack woven just for them: live, elegant, and unforgettable. Beautifully connecting moments, people, and emotions through music. Performed by a violinist who brings sentiment and artistry to every note.
For this project, I designed the logo and branding materials to reflect the timeless and graceful quality of the music. I also redesigned the website and photographed the violinist’s profile and brand imagery to capture the mood and visual identity of ie:um.
Logo
With the meaning of “connection” at the heart of this brand, I developed a concept centered on the ideas of beginning and future. The brand starts with a journey of celebration. In the logo, the circle represents both a starting point and the circular form found in a music note, while the star symbolizes the client’s future. The line connecting the circle and the star illustrates ie:um’s role in linking meaningful moments—connecting people, emotions, and memories through music.
Photography
To visually capture the mood and elegance of ie:um, I directed and photographed the violinist’s profile and brand imagery. The photos reflect the brand’s core values—connection, sentiment, and sophistication—while highlighting the artist’s warmth and professionalism. Soft lighting, clean compositions, and thoughtful details were used to echo the emotional and refined nature of the live performances. These images help establish a cohesive visual identity across the website and marketing materials, reinforcing the intimate and timeless experience ie:um offers.
Website Transformation
The previous ie:um website featured muted colors that felt flat and uninviting, which didn’t fully capture the warmth and elegance of the brand. Additionally, the site’s information architecture was cluttered and unclear, making it difficult for visitors to quickly find essential details about services, repertoire options, and the booking process. Navigation was unintuitive, with important sections buried or not clearly distinguished, resulting in potential clients feeling confused or disconnected. Overall, the previous design did not effectively communicate the personalized and heartfelt nature of ie:um’s live music experience.
To address these issues, I redesigned the ie:um website to create a seamless and inviting experience that reflects the brand’s elegance and warmth. Using a soft pastel and light color palette, the new design feels approachable and inspiring. I simplified the information layout for easy navigation, helping users explore musical offerings and learn about the artist. Thoughtful use of photography and visuals conveys the brand’s mood and emotional connection, resulting in a polished site that encourages clients to choose ie:um for their special moments.
