KT Y
AUG, 2021 - SEP, 2021
Your own spotlight
KT Y has built strong resonance with the 10s and 20s generation by delivering various collaborations and content tailored to the MZ audience. However, the lack of a clearly defined brand target and usability issues within the design guidelines made it difficult to establish distinctive KT Y–specific content and a clear brand identity.
Before addressing the usability issues in business operations, we focused on preserving the brand’s existing positive equity already recognized by the public. To avoid creating a sense of disconnect from the current brand perception, we maintained the existing verbal brand core and centered our efforts on subtle yet precise refinements. The main focus was on improving usability issues and enhancing the visual brand assets.
By redefining the visual guidelines and developing a design concept that represents “Y for Everyone,” we carried out a sustainable brand renewal that enables the internal team to execute the brand consistently across all touchpoints.