Sohee is currently a Designer working at Google Brand Studio. Previously at COLLINS, AmorePacific. Sohee is originally from Seoul, Korea. She is an experienced graphic designer with a demonstrated history of working in the packaging and marketing industry. She has special passion for experimental branding and typography. She has applied this approach to a range of global and local clients, from Mailchimp, Facebook, Exploratorium and Airtime, among others. Her work has been recognized by numerous awards including TDC(The Type Directors Club), Graphis, The IDA.

The Exploratorium:
Inflatable Summer Campaign

Blowing minds with blow up art.

The Exploratorium partnered with Colossal to curate its exhibition, “Inflatable: Expanding Works of Art”, a series of massive, air-filled sculptures and fantastical beings that surprise museum guests around every corner.

Extending the playful nature of the art into San Francisco’s streets, COLLINS created a design solution, wayfinding and marketing campaign all unified with a set of custom inflatable letterforms as tactile as the experience itself. The letters dynamically blow up to fill whatever space they’re in; from buses to billboards to banners. Each expression is unique, every surface a new canvas - we blanketed the city with bursts of bright blue, inviting viewers into the wondrous world of Inflatable.

Credits: Ben Crick, Matt Luckhurst, Sohee Kim, Kris Wong, Joanna Hobson, Anna Sternoff, Angie Shih, Exploratorium Team
Airtime is a social media product that’s about whatever the you want it to be about. Created by Sean Parker in 2011, COLLINS helped evolve the strategic positioning, language, visual identity and product experience. The product is expansive — if it’s on the internet, it’s in here — you can stream music and videos with up to 10 people at a time, chat, share music, create rooms with old and new friends about anything you want, throw a party or just chill out. Our challenge was to capture all of this while making a compelling case for a platform that weaves together, content, social-sharing and real-time video all for an audience of fourteen to seventeen year olds being messaged at and connected through hundreds of different platforms.

Don’t be prescriptive. Let people: Do whatever, together. Blending a slacker attitude with a sophisticated product, we open up the infinite possibilities the platform offers with the reality of being a teenager. Our strategy centered on experimenting and the fluid behavior of jumping from one room and persona to another. The visual language draws from zine culture — intentionally lo-fi, layered and hand-made. It is intended to at once be approachable, but also relatable to a generation of teenagers bombarded by sterile feature messaging and platonic images of youth. The brand is designed to connect — not because it’s faster, friendlier and reliable, but because it lets you be you and you can do whatever you want with it.

Get Weird. Get Airtime.

Credits: Matt Luckhurst, Christian Widlic, Sohee Kim, Kris Wong, Anna Sternoff, Angie Shih, Ashley Kasten, Airtime Team

VOTE poster


Founded in 2001 to help businesses and creators easily send email marketing, Mailchimp is a technology company that has always done things its own way. So they made their logo a chimpanzee named Freddie. They doubled down on their hometown of Atlanta, Georgia. They ran a viral podcast ad that mispronounced their own name. They remained wholly independent.

Today, Mailchimp has grown into one of the world’s largest marketing platforms, offering not only their email service, but also powerful and sophisticated marketing tools for businesses of every size. To mark their new era of growth, Mailchimp invited COLLINS to help evolve their brand to reflect and fuel their continued business transformation.

In partnership with the in-house Brand Team, we sought to capture and elevate the ineffable Mailchimp spirit, a potent combination of wry humor, modest celebration, and a dash of absurdity. We developed a new brand system that, in each element, works to maintain a precise balance between the sophisticated and the surreal (bucking reductive, over-simplified design trends), to better chart the company’s unique path and expression. The solution seeks to amplify Mailchimp as beacon for its customers, a message to growing brands that growing up doesn’t mean erasing your peculiarities.

The evolution retains all the elements that endeared the brand to its first fervent fans while creating space for Mailchimp to grow and speak with greater authority to a wider audience.

Credits: Caroline Bagley, Erik Berger Vaage, Ben Crick, Tom Elia, Kirsten Harkonen, Sohee Kim, Matt Luckhurst, David Nguyen, Angie Shih, Anna Sternoff, Kris Wong, Mailchimp Brand Team, R/GA