Hello, my name is Na Woong-joo, and I am the CEO of Hyphen Inc. Within Hyphen, we operate three in-house independent brands (CICs): the creative agency 1-1 company, the work-and-life store place1-3, and the design education center 1-5 design lab. Hyphen serves as the overarching corporation for these three companies, adopting a structure that enables the creation and management of brands as internal independent entities. By running brands in the fields of design services, education, and retail, we introduced this structure to enhance business efficiency through swift decision-making in areas such as strategic direction, planning, and recruitment. We believe this has strengthened our competitiveness, especially in executing projects that combine the strengths of each company and in hiring designers. We are committed to building an environment where every team member can grow by gaining diverse experiences beyond their own areas of expertise.

Please tell us about your most memorable achievement or experience.

There are two key projects that represent 1-1 Company’s work. The first is the rebranding of Museum Hanmi (formerly Hanmi Photo Museum), which we carried out from 2021 to 2022. This was a comprehensive branding project that included brand naming, identity development, the creation of brand assets and guidelines, a new museum website, and a wayfinding system for their new main building. Gahyeon Cultural Foundation, which oversees Museum Hanmi and the Korean Institute of Photographic Culture, launched this rebranding initiative to support its long-term goals and the expansion of its Samcheong-dong location in 2022. One of the most crucial steps in the process was conducting in-depth interviews with the museum staff and Director Song Young-sook. These interviews allowed us to deeply understand the museum’s long-term vision and the heritage it had built over the past two decades. From this, we established the brand identity: “Preserve to Advance,” and defined three core values: Responsibility, Integrity, and Expandability. This led to the naming “Museum Hanmi.” The brand assets were developed with a motif of “connecting past and present,” and we finalized the website and wayfinding system to reflect this concept across the museum’s three sites.

The second project was the rebranding of Swing. In 2019, we helped create new brand assets, and in 2023—five years later—we restructured the verbal identity and developed a new website to align with their expanding business. Through in-depth interviews, we were able to grasp Swing’s evolving direction and brand positioning. At the time, Swing was moving beyond simple mobility rentals to developing services that enhanced the user’s in-app experience. The project focused on redefining the brand’s vision, values, and tone of communication. We conducted research on leading mobility brands, analyzed their verbal strategies, and used these insights to highlight Swing’s differentiation. The new core values became Safety First, Clean City, and Life Connector, and the slogan was finalized as “Good Move, Better Life.” The verbal identity served as the foundation for the brand story and website development, and we successfully wrapped up the project with a renewed, future-forward brand direction.

Is there a principle you never give up on as a designer?

I believe that both the process and outcome of creativity must be guided by a clear objective and grounded in ethical values. I approach each project with the belief that a client’s good ideas and actions shouldn’t just contribute to profit but also generate social value. I try to focus on what we can do to support this goal. When carrying out a project, it’s important to resist the temptation to base outcomes on assumptions. I adhere to the principle of listening carefully without prematurely judging what will or won’t work. One of my favorite aphorisms comes from Philip B. Meggs, author of A History of Graphic Design:

As I work on a variety of projects, I always keep this quote in mind. I believe it’s my role to give form to the thoughts and values of people who are creating positive change. Because contributing to society through good design is what truly defines the right direction for design.

Does 1-1 Company have a particular focus in its services?

Since 2023, we have launched our annual Brand Management Service (BMS), a system designed to manage and elevate brands we've previously collaborated with through branding projects. In short, it's a service focused on brand advancement. We provide design support tailored to various business agendas—such as changes in vision or strategic direction—while ensuring brand identity remains consistent.

As customer personas and design templates evolve over time, it's essential to enhance brand guidelines accordingly. This is where our BMS becomes a necessary solution. Unlike the short-term nature of typical agency projects, BMS fosters long-term partnerships. Clients especially value this aspect, as it allows for more detailed brand management and alignment with long-term goals. Starting in 2024, we will begin managing the design operations for Hyundai Motor’s global BMS as a partner in the European and Oceania regions. We look forward to expanding this service further and connecting with more clients who seek consistent, strategic brand management.

Do you have a personal design philosophy or belief as a designer? And what is your vision for the future?

The name of our company, 1-1 Company, stands for “We work to realize a single great idea into a brand.” I believe in listening attentively to the client’s ideas and understanding the meaning behind them—what value they aim to create and how they contribute to solving problems. It is essential to embed this depth of thought into our design work. In addition to running the company, I’ve also served for over seven years as a board member of the non-profit organization SaePoomAh, which addresses social issues. While tackling current challenges is important, our vision is to go deeper—to identify the root causes of problems and pursue long-term solutions that contribute to a healthier ecosystem for the future. In this long journey, the values I hold most dearly are honesty, ethical behavior, and a deep understanding of society as a whole. Looking ahead, my vision is to ensure that all members of our company continue to uphold these values and translate them into action in everything we do.