This is a conceptual identity redesign for JYP Entertainment, one of South Korea’s leading music labels known for launching globally successful K-pop artists like 2PM, 2AM, TWICE, Stray Kids, and ITZY. As a powerhouse in the entertainment industry, JYP’s brand carries an image of professionalism and reliability—but I saw an opportunity to infuse that foundation with a more contemporary, culturally attuned edge.

The goal of this redesign was to reimagine JYP’s visual identity in a way that feels fresh and relevant to today’s global pop landscape, without losing the brand's sense of authority and heritage.