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Term
Aug - Oct 2021
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Client
Amnesty International Korea
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Work Scope
- Project Management
- Campaign Planning
- Integrated Campaign Design
- Graphic Design
- Website Design
- Installation Design
- Illustration
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Team
- 1 Project Director
- 1 Project Manager
- 1 Content Writer
- 2 Designer
- 1 Developer
- Worked at inspire/d
Visualizing empowerment and visibility through campaign
In collaboration with Amnesty and the Transgender Liberation Front, our team and I developed a campaign combining offline guerrilla events, advertisements, and a dedicated website. I also created illustrations using bold black lines and a reinterpreted transgender symbol with heightened saturation, conveying a message of celebration and inclusion while emphasizing strength and visibility.
Project Goal
Raising visibility and awareness of transgender lives in Korean society
In Korea, transgender individuals face ongoing discrimination, hate crimes, and social invisibility. The goal of the campaign was to honor those who have been lost while bringing visibility to those living within society today — highlighting their existence, resilience, and right to be seen and recognized.
Campaign Strategy
A dual approach: visibility at scale and a reframed narrative
Maximizing visibility was the core objective of the campaign — ensuring that as many people as possible could encounter, recognize, and acknowledge the presence of transgender communities. To support this, we reframed the narrative away from a sorrow-centered remembrance toward a message that celebrates trans lives, emphasizing dignity, joy, and solidarity.
This strategic shift provided a more empowering storyline while making the campaign more accessible to the general public. To amplify reach, we executed the campaign simultaneously across digital and offline channels, including nationwide pop-ups, bus wraps, and street posters, ensuring the message appeared in everyday public spaces.
Visual Direction
A Celebratory Visual Language Designed for Maximum Visibility
To reflect the campaign’s message of celebration — and the idea of emerging from a period of grief with the support of many allies — the main visual uses a birthday-cake motif as a clear symbol of joy and renewal. Strong black outlines paired with the pink and blue of the transgender flag create a striking, high-visibility illustration style that aligns with the campaign’s goal of making trans lives seen across both digital and offline spaces.
Email Designs used for campaign outreach and participant engagement
Online Campaign
Driving reach and participation through multi-channel execution
The online campaign supported the offline activations while enabling us to reach a much broader audience. Using a combination of a campaign website, social media, and email marketing, we maximized awareness and participation.
The website served two key roles: delivering objective information on the realities transgender people face in Korea, and collecting supportive messages from the public. This allowed the digital experience to function both as an informational resource and as a space where allies could express solidarity.
Offline Campaign
Maximizing impact within a limited budget
To achieve the strongest visibility with limited resources, all offline media were launched simultaneously across multiple locations. Rather than producing large quantities of materials, the campaign focused on time-concentrated exposure — creating a high-impact presence during the Transgender Day of Remembrance. Bus wraps, street posters, and a large inflatable installation were deployed at the same time, ensuring the message reached diverse audiences across the city in a short but powerful burst.
Pop-up Activation
Bringing the campaign into public space
The inflatable sculpture inspired by the campaign’s visual motif was installed as a traveling activation, placed at multiple high-traffic locations over a two-week period. Each site was pre-scouted to ensure strong visibility without disrupting pedestrian flow. A QR code on the back invited passersby to learn more, guiding curiosity toward the campaign website — where they could access information about transgender issues and leave messages of support.
Messages collected through the campaign website
Impact
Driving visibility and public awareness through collective participation
Over 1,000 messages of support were submitted through the campaign website, demonstrating meaningful engagement from both the LGBTQ+ community and allies. All 500 physical kits were fully claimed, showing strong public interest despite the campaign’s limited resources.
The project was featured across more than 10 media outlets, amplifying national awareness of transgender issues and sparking broader conversations around visibility and equality in Korea. Additionally, an anonymous transgender participant shared that discovering the campaign unexpectedly gave them strength — a direct affirmation of the campaign’s emotional impact and purpose.