We were lucky to catch up with Jihoon Kim recently and have shared our conversation below.

Jihoon, thanks for taking the time to share your stories with us today We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

I had two significant projects during my time as a first-grade student at the School of Visual Art. One particularly impactful class was Stefan Sagmeister’s “<Can Design Touch Someone’s Heart?>.” These projects involved creating designs tailored for specific targets—a personal project for an individual and another for a group. For the first project, I aimed to touch the life of a pediatric nurse named JJ. Her love for children and dedication to her work was apparent, yet she constantly struggled with sleep. To assist her, I designed an herbal tea bag package aimed at promoting better sleep. The package featured illustrations of children from various corners of the world, each tea bag accompanied by supportive messages from these children, with the hope of providing not only physical but also mental rejuvenation. For the second project, I made stage carpets for NYC subway and street musicians. This is because I was sad that they performed high-quality performances, but the performance stage is not well formed. I drew decoration patterns that matched each musician’s music mood and also put their names and a witty remark sentence for tips. Then, I delivered it and took a reaction video. I felt more touched heart when people loved the gift that I made.
Another impressive class is <Telling stories> by Gael Towey and Stephan Doyle. The class is to make a five-minute documentary for a person who is interested and passionate about their work in New York. I met an Iranian artist named Dana in New York through the introduction of a friend. He paints a lot of portraits, and there were many parts that I could sympathize with as a painter before I did. It was my first time producing a documentary, and the whole process was never easy, including interviews, filming, and editing, but editing a person’s story in five minutes was the most difficult part. However, through this project, I could understand the importance of the story that the design captures to convey.
These experiences fundamentally reshaped my understanding of design. I learned that it goes far beyond aesthetics; it’s about weaving a meaningful narrative that resonates with people. It requires direct communication and tailored dialogue with the audience, alongside extra efforts. The satisfaction upon completing these projects, sharing them, and witnessing people’s reactions was beyond words. While visually pleasing designs are abundant in the world, these projects shifted my focus toward the importance of conveying emotional impact through personal stories embedded in design.

Jihoon, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve been pursuing a master’s degree in design at SVA in NYC since 2022. The focus of my studies has been on nurturing designers as entrepreneurs. Beyond creative works, our curriculum emphasizes understanding how the products we create can be competitive in the market, including developing a solid business plan. Through this approach, I’ve come to appreciate that creating aesthetically pleasing designs is not enough. It’s crucial to analyze what problems the designs solve, who the target audience is, and how competitive the creations are in the market. My work combines a business-oriented mindset with creativity.
Currently, I’m working on my final graduation thesis project, focusing on skincare. Drawing on my previous work experience in a cosmetic company in Korea and a skincare startup in New York last summer, I’ve always been fascinated by skincare. I realized that habits come first, even before products, and, as a result, I’m developing a skincare routine builder for those who tend to forget the importance of skincare in their busy lives. The goal is to help people incorporate healthy habits into their routines.
Given the significant size of the skincare market in the U.S., I’m conducting extensive brand research, particularly on well-branded and trendy companies like Glossier. This research is crucial for my future platform, as a thorough market analysis is key before publishing.

What’s the most rewarding aspect of being a creative in your experience?

In the process of creating a project, I encounter not only the challenges of creativity but also moments of deep contemplation. However, the most fulfilling moment arises when I present the project to others, evoke their empathy, and receive acknowledgment. Moreover, the satisfaction peaks when engaging in discussions about my work or making an impact on aspects that others hadn’t considered. Furthermore, it is incredibly fulfilling and joyful when my work is published in the actual market while working at a company.

Any insights you can share with us about how you built up your social media presence?

When I interned at a cosmetics startup in New York last summer, I primarily focused on creating social media posts. Understanding my company and platform was the most crucial aspect. Accordingly, I crafted brand stories, set targets, and brainstormed posts tailored to them. Next, research played a vital role in establishing a direction. I extensively searched for brands excelling in advertising through social media and kept up with current trends, including spending time on TikTok. Additionally, I categorized posts diversely, not just for promotional purposes but also for educational and entertaining purposes, including live videos. This variety ensured a continuous influx of the audience, preventing them from getting bored.

Contact Info:

• Website: www.jihoonniidesign.com
• Instagram: jihoonnii

Image Credits
Jihoon Kim