Jiwon Yoo

Jiwon Yoo is a graphic designer based in New York, working across brand identity, visual systems, and editorial design.

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Work

1. Sonora
2. Engram
   
3. IAO
4. Axel Solar
5. Milkweed
   
6. Everydaily
7. Four Pillars
   
8. OAQ
   
9. Little Island
   

Index

IAO : The Institution for Art and Olfaction
Brand Identity, Rebranding
Instructor: Paula Scher 



IAO (The Institute for Art and Olfaction) is a rebranding project that addresses the lack of sensory expression in its previous identity. It reimagines how scent can be visualized through a breathing-based identity system, reflecting how scent is experienced through inhale and exhale.

Gradients translate this process into a visual language that expands and diffuses across applications. The system moves beyond a static logo, forming a flexible identity that adapts across print and digital while maintaining a consistent atmosphere.

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Concept

Inspired by the experience of scent, rooted in the rhythm of inhale and exhale.

© 2025-2026 Jiwon Yoo