Communication

BADGOM Sponsorship Branding

Extra Form

Country	Korea
Year	2025
Award	WINNER
Affiliation	Sejong University
Designer	HYERIM CHOI
English	BADGOM is a sponsorship brand that encourages donations to help exploited children. The name "BADGOM" is a combination of "Bad" and "Bear," reflecting the idea that exploited children need to become "bad" in order to stand up to their oppressors. The term "bear" is inspired by instances where children are treated as objects and referred to as "teddy bears" which led us to adopt a bear as our mascot. BADGOM is designed with gloves to symbolize the fight against adults. The goal is to transform sponsorship into a cultural norm. To achieve this, I have developed the brand and merchandise, moving away from traditional sponsorship imagery.
Native	배드곰은 기부를 유도해 착취 아동을 돕는 후원 브랜드이다. 배드곰은 'Bad'와 '곰'의 합성어로, 어른에게 반항하면 나쁜 아이라고 부르지만 착취 아동은 어른에 맞서 나쁜 아이가 돼야 한다. 그렇기에 착취하는 어른들에게서 벗어나고자 대항하는 아이들을 역설적으로 나쁜 아이라고 칭했다. '곰'은 아이들을 물건 취급하며 '테디베어'라고 부른 사례에서 모티브를 얻어 곰을 마스코트로 내세우며 배드곰이라 하였다. 배드곰은 아이들이 처한 상황에 대한 불만으로 뚱한 표정을 하고 있으며, 어른에게 대항하기 위해 글러브를 착용한 곰으로 디자인했다. 배드곰의 목표는 후원에서 끝나는 것이 아니라, 사람들에게 즐거운 경험을 제공해 후원을 문화로 만드는 데 있다. 그렇기에 기존에 가진 후원 브랜드의 이미지에서 벗어나 사람들이 쉽게 관심을 가질 수 있는 캐릭터를 활용한 후원 단체 브랜딩과 후원 굿즈 패키지 3종을 디자인했다. 망치로 키트 안에 있는 배드곰 피규어를 꺼내는 행위를 통해 후원으로 아이들을 구한다는 느낌을 경험하도록 한 구조 키트와 후원 활동의 결과물을 가시화하는 뱃지 세트, 착취 아동에게 맞서 싸울 수 있는 용기를 주는 용기 젤리가 있다. 이런 후원과 관련된 굿즈를 즐기는 과정에서 자연스럽게 아이들을 도울 수 있는 기회를 후원자와 공유하고 싶었다.
Positive Comments
Judging Comments	BADGOM was highly praised for its bold and thought-provoking branding approach that redefines traditional sponsorship narratives. By combining symbolism and storytelling, the design powerfully conveys the urgency of protecting exploited children. The gloved bear mascot serves as a striking metaphor for resilience and empowerment, reinforcing the brand’s mission. The project was also recognized for seamlessly integrating advocacy into merchandise, making sponsorship a cultural movement rather than a charitable act.

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