based in New York City.
Selected WorkGraphic Warmline
FEEL Generator
Affirmation
SAIB—BIAS
Yuhan Kimbery Scott
Campbell Soup
Visa Card
BACARDÍ Rum
Persona Non Grata
Vulnerability
Index
based in New York City.
Selected WorkGraphic Warmline
FEEL Generator
Affirmation
SAIB—BIAS
Yuhan Kimbery Scott
Campbell Soup
Visa Card
BACARDÍ Rum
Persona Non Grata
Vulnerability
Index
SAIB—BIAS
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, SAIB—BIAS campaign, and art-directed the campaign merchandise.
Executive Director: Jiwon Park
Graphic Designer: Soo Min Lee
Developer: Sunpyo Lee
Copywriter: Hyojin Noh