How to translate a Korean brand’s identity into a global design language?
From Seoul to New York: bridging cultural nuances through branding, motion, and UI behaviors
Platform
Mobile, Web, Branding
Team
Design lead, 2 Brand designers,
2 Product designers, UX writer
My role
Only US-based product designer, focusing on localization
When Musicow expanded from Korea to the US, we needed a brand renewal that felt natural and meaningful across both markets.
As the sole product designer in the US office, I worked closely with the HQ branding team to bridge cultural nuances and ensure our visual identity resonated globally. Below are top three elements I focused on.
Cultural insights in design
For example, red signals a market downturn in the US but growth in Korea. Even details like confetti animations (joyful in Korea, but avoided in US fintech) required thoughtful adaptation.Expanding the brand system
I collaborated on defining motion principles, UI behaviors, and visual cues that connect music and finance in a way that feels accessible and engaging for new audiences.Cross-cultural collaboration
Partnered with 5 designers and multiple teams across time zones over the course of a year-long brand renewal.
This project was as much about translation as transformation, preserving the energy of the original brand while evolving it for a new global stage.
