Hailey SoJeong Kim

Hailey is a multidisciplinary designer currently at Koto, based between New York and Seoul.
She creates visual identities and brand experiences for companies big and small, translating
strategy into thoughtful systems across physical and digital touchpoints. Her work focuses
on brand identity, art direction, packaging, and digital design.

Tripadvisor 
Every type of traveler, every type of trip

A refreshed identity for Tripadvisor that puts its community at the heart of the brand. Built around authentic traveler stories, the visual system modernizes the platform while reinforcing its position as the trusted source for travel advice.

Brand Identity, Brand System, Digital Design, Art Direction
Travel & Hospitality | 2025




Norton Museum of Art
Where Art Meets Life

A new visual identity for the Norton Museum of Art that celebrates over 80 years of history while positioning the institution for the future. Built from archival elements, the system honors the museum's legacy through a flexible, contemporary expression.

Art Direction, Case Study Design, Social Design
Art & Culture | 2026




Hija de Sanchez
A new Mexican modern identity for the taquerias in Copenhagen

A visual identity for Hija de Sanchez that celebrates the craft behind modern Mexican cuisine. Combining hand-carved illustrations with expressive typography, the system pairs warmth and texture with a bold, contemporary expression.

Brand Identity, Brand System, Illustration, Packaging
Food & Beverages | 2024



Huntington Bank
A 150-year-old bank, redesigned for what’s next.

A new identity for Huntington Bank built around the idea of money as a craft. 
Rooted in the bank's heritage, the visual system combines financial expertise 
with thoughtful design through a custom typeface, refined motion, and meticulously crafted brand elements.

Brand Identity, Brand System, Art Direction, Photography, Case Study Design
Finance | 2025




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