BOYNEXTDOOR
OCT, 2022 - JAN, 2023
HYBE’s new k-pop idol
BOYNEXTDOOR is a boy group that debuted in May 2023 under KOZ Entertainment, a subsidiary of HYBE. Produced by ZICO, the group connects with a wide audience through easy-listening music.
At a time when the idol scene has become saturated with aloof, mystery-driven concepts that often distance artists from the public—and when boy groups have notably lost ground compared to girl groups—BOYNEXTDOOR debuted with a friendly, relatable, and intuitive concept that audiences can easily connect with.
With a focus on positioning BOYNEXTDOOR as a distinctive artist within the existing idol market, a visual identity was developed to emphasize their accessibility, authenticity, and differentiation.