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Atypical Graphic Designs through Practical Branding

Graphic Designer, Phillip Kim

Class Details

Graphic Designer,PhillipKim_필립킴 Details


Class Intro
Graphic Designer, Phillip Kim

The new graphic design style
that’s taken over Hannam and Seongsu cafes and bars
is at the center of attention
and gaining popularity among new brands
for breaking away from traditional forms!

Learn from Phillip Kim,
a Wieden+Kennedy designer
based in New York and Seoul
who has worked with top clients
including Nike, SM TOWN, and Lacoste.

Coloso Phillip Kim Portfolio

Find out how you can create typography
that is visually captivating
yet balanced and clear,
and experience the entire branding process
through a project commissioned
by a hypothetical brand.

From researching, developing,
and designing key visuals for competitive branding
to expanding its applications
through merchandise like posters,

it’s the perfect chance
to not only build your own typographic style,
but also gain indirect experience
from leading a branding-design project
in a style sought after by top clients.


Coloso Class Breakdown details 1

Length: 18 videos
(Duration 9h 32m)
Difficulty: Intermediate
Unlimited views

Coloso Class Breakdown details 2
Video Details

Audio: Korean
Subtitles: English

Coloso Class Breakdown details 3
Software Required

Adobe Illustrator CC 2021
Adobe Photoshop CC 2021
Adobe InDesign CC 2021

* CC 2015 or later version can be used to take this course
* CS versions can also be used, but some features may not be available

Coloso Class Breakdown details 4

Class materials (PDF and InDesign files)

Expert Graphic Designer
Philip Kim's Profile & Portfolio


Phillip Kim
Graphic Designer

Hi, I’m Phillip Kim, an art director and graphic designer
based in New York and Seoul.

I’ve worked at design studios in New York like Wax Studios,
Something Special Studios, and 2x4.
Now, I’m a designer at Wieden+Kennedy
and started an experimental label in Korea
called Smile Flower.
I'm expanding my career into various fields.
You might be familiar with
the design work I did for brands such as
Prada, Nike, Converse, Descente, and Lacoste.

I shared on social media
my new postmodern and graffiti-style graphic designs
that had rarely been seen in Korea,
and they turned out to coincide
with the local trending style there,
becoming quite popular.

I believe the reason my work appealed to so many people
is because of its atypical design
that rejected the traditional framework
and demonstrated what memorable design is
through a visual shock.
However, designers often find it difficult
to preserve harmony while breaking tradition.

That’s why I’d like to share with you
the process of developing and implementing
unconventional and trendsetting design
to help you create works
that are free-form yet balanced.

Background images
Coloso Phillip Kim
Graphic Designer,
Phillip Kim

Smile Flower, Creative Director
Wieden+Kennedy Graphic Designer

Projects & Awards

Agency and in-house designer at Wax Studios, Something Special Studio, 2x4, Ahoy Studio, CJ ENM America, Frame Denim Co, and more.

[Notable Works]
Nike NYC x Phillip Windly Kim Collaboration
Direction and Branding for the Circuit Seoul#1 Exhibit
Key Visuals and Art Direction for the Nike X LMC Exhibit
Spatial Graphics for Nike 81
Branding and Art Direction for Coor
Key Visual Graphics for a Lacoste Campaign
Key Visual Graphics for a Descente Campaign
Branding and Art Direction for PPS in Samgakji
Collaboration with Post Archive Faction
Sub-Branding and Merchandise Design for N/A Gallery in Euljiro
Former Branding and Creative Director at Sundae School
Former Branding and Creative Director at the Teleport agency
Package Branding and System for Home Fragrance Brand USS
Key Visual and Graphic Design for Black Monster
Branding and Graphic Design for Osoi’s Online Exhibit
Shoe and Digital Design for Vans x Cadejo
Digital Design for Hypebeast


8 Class Exercises

Phillip Kim Class exercises

Develop Brand Strategies

Phillip Kim Class exercises

Create a Logo

Phillip Kim Class exercises

Brand Identity System

Phillip Kim Class exercises

Typography System

Phillip Kim Class exercises

Expanding Your Designs

Phillip Kim Class exercises

Developing Complex Applications: 1

Phillip Kim Class exercises

Developing Complex Applications: 2

Phillip Kim Class exercises

Developing Complex Applications: 3


Class Highlights

The Ideation Process Behind Innovative Designs

Find out how these designs are made, including the brainstorming process, what the ideation phase requires, and how to express visual novelty. Learning this way of developing ideas will allow you to establish your own unique style.

Coloso Phillip Kim Introduction

Tips for Designing Graphics with Visual Novelty and Meaning

Imagination can be harmful if expressed in the wrong way, which is why information delivery is so important. Check out Phillip Kim’s tips for creating artistic yet commercial designs, step by step, through exploring philosophy and visualization.

Coloso Phillip Kim Introduction

Practice the Branding Process As a Client of a Hypothetical Wine Bar in Hannam-Dong

Set up a hypothetical wine bar and learn how branding is done by following the full work process. You will develop a main theme in line with the current trend, apply graphic styles to branding, and even learn how to make menus, stickers, and merchandise. Exercise files for practical work are also provided.

Coloso Phillip Kim Introduction

Class Details
You'll Learn

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In-depth Look


01. Orientation

  1. Instructor introduction
  2. Exercise introduction

02. Postmodern Styles and Flexible Custom Typography

  1. Case study: Typographic Techniques
  2. Create key visuals through conceptualization and developing a methodology
SECTION 02. Practicing Visual Techniques

03. Typography: Type

  1. Practice visual techniques for fonts and text
  2. Twist a typeface
  3. Apply text and more
  4. Make a typography system

04. Logo and Typography Systems

  1. Analyze logo and typography systems
  2. Practice creating a logo and typography

05. Understanding Graphic Elements

  1. Make graphic elements
  2. Add a brand’s voice to graphic elements

06. Visualization of Meaning 1

  1. Establish brand values
  2. Position the brand based on a user persona (target)
  3. Create a mood board: A metaphorical approach

07. Visualization of Meaning: 2

  1. Brand-naming and meaning creation
  2. Make a brand language
  3. Develop brand strategies based on a brand’s essence
SECTION 03. Design Systems for a Brand

08. Building a Logo System

  1. Design a logo
  2. Logo variation depending on the level

09. Logo and Typography Systems

  1. Types and creation of logo
  2. Build a typography system based on the final logo

10. Logo and Graphic Element Systems

  1. Understand logos and graphic motifs
  2. Build logo and graphic element systems

11. Establishing a Brand System

  1. Why brands need design systems
  2. Starting a system, creating design rules
SECTION 04. Applications

12. Developing Stationery

  1. Definition of stationery and case study
  2. Creation exercise (PW: Stationery)

13. Developing Menus, Merchandise, and Innovative Products: 1

  1. Menu design
  2. T-Shirt design
  3. Sticker design

14. Developing Menus, Merchandise, and Innovative Products: 2

  1. Package design
  2. Exterior signage design

15. Developing Brand Poster

  1. Construct a key visual
  2. Apply a mock-up

16. Developing Social Media Assets

  1. Understand and use social media assets
  2. Design social media assets

17. Working with Branding Guidelines

  1. Develop a brand guide
SECTION 05. Outro

18. Portfolio and Finishing Up

  1. How to create a portfolio
  2. A Graphic Designer’s expertise

Interview with
Graphic Designer, Phillip Kim

Background images
What are the key learning points
of this class?

Many designers have asked me how I create my unconventional designs. When I design, I focus on two main points: metaphorical expression and atypical design. Those who have never seen my work before may find it difficult to understand, but this atypicality generates a design that people haven’t seen before, which engages them to pay attention to the work and helps them understand the brand’s voice and feel its character. In this class, I will guide you through the process of creating trendy graphics, which will allow you to come up with your own atypical designs.

What do you think is the most important quality that a graphic designer should have?

I think the most important quality is to take on new challenges without being bound by what already exists. It’s easy to make a design inspired by references. But although emulating existing works improves your design skills, it doesn’t help you become an exceptional designer. That’s why you always have to be trying new things. This course will help you broaden your design spectrum, improve your expression skills, and succeed in the design industry long-term.

What would you like to say to those
who take your class?

If you have completed my class, it means that you have learned the design process and visual techniques of one designer. Every designer’s ultimate goal should be working hard and striving to create their own unique design style. I hope this class will introduce you to new visual techniques and expressions that help you build and learn more about your own design, beyond the simple process of copying.

Required Programs

This course will use Adobe Illustrator CC 2021, Adobe Photoshop CC 2021, and Adobe InDesign CC 2021. Please purchase and install these program(s) for an optimized lecture experience.

*CC 2015 or later versions can be used to take this course.
*CS versions can also be used, but some features may not be available.
*These programs and/or materials will not be provided with the lecture.

Illustrator Photoshop InDesign

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