P005 → Mental Service Clinic

Mental Service Clinic (MSC) is an interdisciplinary art collective based in Seoul, South Korea, dedicated to exploring and understanding human behavior through providing innovative and immersive experiences. Collaborating closely with the MSC team, I developed a design system that embodies MSC's core idea: evoking deep emotional connections by integrating research-driven insights with creative expression.

I crafted a visual identity, including a symbol, poster, and perfume package, paired with a clean and modern custom logotype. This design system prominently features MSC's latest exhibition, which utilizes sound, visuals, and perfume to create a multi-sensory journey. Showcasing four distinct personas, the exhibition offers unique perspectives on the human experience, allowing visitors to explore their own emotions and behaviors.
BRANDING STRATEGY

Entrance

Exhibition Space