Branding, Creative Strategy, Art Direction, Concept Development
Bad Korean Teacher
Learning language through culture, not rules.
A brand and digital product designed to reflect how Korean is actually spoken—shaped by emotion, context, and real-life experience.
Bad Korean Teacher (BKT) is built on a simple idea: language isn’t learned through memorization, but through lived experience. The brand was created for a Korean teacher whose approach challenges traditional methods, focusing instead on how people actually speak—where tone, context, humor, and emotion shape meaning.
The work was recognized with a Gold ADDY Award in 2026, reflecting its strength in both concept and execution.
The work was recognized with a Gold ADDY Award in 2026, reflecting its strength in both concept and execution.
“The identity reflects that philosophy. The name itself is playful and intentional, pushing against rigid expectations while embracing curiosity and imperfection as part of the learning process.”The mark pairs bold Roman letterforms with Hangul characters that phonetically represent “B-K-T.” To Korean readers, the forms function as sound; to English readers, they appear as authentic Korean script. This dual readability creates a visual tension that mirrors the experience of learning a new language—moving from unfamiliar to understood.
The system extends into an interactive digital guide designed as a companion for real-life use. Less a textbook and more a cultural resource, the guide focuses on everyday situations, social nuance, and lived experience, helping users understand not just what to say, but how and when to say it.
Designed to function seamlessly across formats, the guide is fully navigable on mobile, effective in print, and structured to live as a digital product. It creates a flexible learning experience that reflects BKT’s philosophy: learning through context, curiosity, and real-world connection.
Art Direction, Concept Development, Creative Strategy, Campaign Leadership
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