Hongrae Kim is a New York based
brand designer. Currently at Asimov
Collective and freelancing at Leica Camera.



Works

Medievale


Brand IdentityPersonal Project2024

Lucid

Brand Identity
Asimov Collective2025

International Center of Photography

Brand IdentityPersonal Project2024

Fine Discovery


Brand IdentityFreelance Work2025

Urban Outfitters

Brand IdentityPersonal Project2023

Ça a été

PhotographyPersonal Project2024 - Present

Archive

Various Mediums
2019 - Present

Contact


Hongrae Kim

LinkedIn

Vie_de_Leon

Instagram


Experiences

Asimov Collective

DesignerBrooklyn, NY2025.09 - Present

Leica Camera

Freelance DesignerSeoul, KR2022.08 - Present

26Five Global Lab

Jr. DesignerNew York, NY2024.07 - 2025.09


Education

School of Visual Arts

Design BFANew York, NY2022.09 - 2024.05

École Supérieure
des Beaux-Arts de Bordeaux

Diplôme National d”ArtBordeaux, FR2016.10 - 2019.06


Honors & Awards

Portfolio Night All-Star

The One Club 
for CreativityNew York, NY2024.10

Silas H.Rhodes Scholarship

School of Visual Arts
New York, NY2022.09 - 2024.05

2020 Seoul Public Design Competition

Bronze PrizeSeoul, KR2020.11




Back


Lucid


Brand IdentityAsimov Collective2025

Lucid is clarity made visible.

The brand is built on the idea that world models aren’t abstract code—they are new realities, waiting to be designed.

Its design language embraces the tension between science and imagination: precise, minimal structures infused with dreamlike expansiveness. Every visual element is a portal — typography that feels architectural yet fluid, colors that oscillate between the clinical and the cosmic, motion that suggests both logic and wonder.

Lucid’s identity doesn’t decorate technology; it translates complexity into elegance. It positions the brand not just as a toolmaker, but as a cultural architect — a designer of futures.
Lucid est la clarté rendue visible.

La marque repose sur l’idée que les world models ne sont pas un code abstrait, mais de nouvelles réalités en attente d’être conçues.

Son langage visuel embrasse la tension entre science et imagination : des structures précises et minimalistes, imprégnées d’une ampleur onirique. Chaque élément visuel devient un portail — une typographie à la fois architecturale et fluide, des couleurs oscillant entre le clinique et le cosmique, des mouvements qui suggèrent à la fois la logique et l’émerveillement.

L’identité de Lucid n’orne pas la technologie ; elle traduit la complexité en élégance.   Lucid는 눈에 보이는 명료함이다.

이 브랜드는 월드 모델이 추상적인 코드가 아니라, 설계되기를 기다리는 새로운 현실이라는 생각 위에 세워졌다.

그 디자인 언어는 과학과 상상의 긴장을 포용한다. 정교하고 미니멀한 구조 안에 꿈같은 확장성을 담는다. 모든 시각적 요소는 건축적이면서도 유연한 타이포그래피, 임상적이면서도 우주적인 색채, 논리와 경이로움을 동시에 제안하는 움직임같은 하나의 포털이다.

Lucid의 아이덴티티는 기술을 장식하지 않는다. 복잡성을 우아함으로 번역한다. Lucid는 단순한 툴메이커가 아니라, 문화적 아키텍트, 즉 미래를 설계하는 디자이너로 자리한다.





© Hongrae Kim. All rights reserve.