On Running × Namsan
Branding
Experience Design
A localization of On Running for Korean culture, brought to life through On Namsan, a running event on Namsan in Seoul.
Role
Art Director
Timeline
June 2026 - 3 weeks
Tools
Figma, Keynote, Generative AI
Concept
온 세상이 너를 응원해 · Dream On.
The line plays on 온, the Korean word for “all,” which sounds like On. Together it reads as a promise to every runner: the whole world is cheering you on.
Logo
N Seoul Tower, rising from the name
The On Namsan lockup sets the name in rounded, geometric letters, with N Seoul Tower rising from the type. A compact stacked mark and colorways in lime, black and white carry it across every format.
The On Namsan lockup · compact mark
Lockup and mark colorways
Street Ads
Carrying the message across Seoul
Banners and posters share one visual system: a lime-to-mint gradient, the On Namsan lockup and the campaign line. The series runs on street banners and bus-shelter screens around the city.
Street banner series
Poster series
Bus-shelter posters around Seoul
The Event
Dream On, on the course
On Namsan brings the campaign onto the mountain itself. On race day, the identity carries through the whole course, from branded fences and trail banners to signs that cheer runners on.
Branded fences · banners along the course
Runners on the road
One run through Namsan
The course map traces a route across Namsan, with numbered checkpoints marking the way.
Course map · the campaign line on N Seoul Tower
Signs that cheer, not just point the way
Directional signs along the trail double as encouragement: “천천히 가도 괜찮아” (it’s okay to go slow), “잠깐 쉬어 가도 돼” (it’s fine to take a break), and “틀린 길은 없어” (there’s no wrong way).
Sign design · installed along the trail
Reflection
This was a project to pitch for a future client during my internship, while this remains as a personal work, I was able to learn to adapt the language of a certain brand and develop further into creating new branding with existing guidlines and style.
Next project