BIAS—SAIB — Soo Min Lee

Soo Min LeeA graphic designer, educator, and creative coder, based in Boston.

Identity & Poster Design
Campbell’s
BIAS—SAIB
Yuhan Kimbery Scott
Persona Non Grata
leekyung inc.
Sound of Kiki

Digital DesignAffirmation
Visa Card
BACARDÍ Rum
FEEL Generator

PublicationGraphic Warmline
Now I See You
Vulnerability

Index Information

Graphic Identity, UX/UI & Art Direction, 2019

BIAS —SAIB

SAIB & Co.

The sexual wellness brand SAIB entered the Korean market in summer of 2018 to take away the stigma surrounding contraception and to tackle entrenched cultural taboos around women’s sexuality.

The brand name SAIB /seiv/ flips the word BIAS, signaling an overturning of the gender bias in order to destigmatize women’s engagement with sexual activity. Inspired from the brand name, the BIAS—SAIB is a digital campaign to challenge gender bias and to empower women by sharing participants’ stories of gender stereotypes or discrimination on a daily basis in South Korea.

I set the graphic identity for the inaugural campaign, BIAS—SAIB campaign, and art-directed the campaign merchandise.

Executive Director: Jiwon Park
Graphic Designer: Soo Min Lee
Developer: Sunpyo Lee
Copywriter: Hyojin Noh