Ullim Guitars

P49 BREWING

GUITARS THAT START A RIPPLE

Founded by two friends — a luthier and a guitarist who come from a musically rich city, Seoul, South Korea — Ullim Guitars is a guitar brand offering high-quality guitars while supporting next generation of musicians.

Scope

Branding, Marketing Campaign

Timeline

3.5 months

Purpose

Bringing a vibrant guitar brand to the Vancouver music scene that offers handmade high-quality guitars for local artists while providing support for young musicians by bridging the gap between dreams and missed opportunities celebrating creativity & artistry.

"Ullim 울림" is a Korean word with a double entendre of echo and resonance. Pronounced "oo-lim".

Research & Ideation

In the research & ideation process for Ullim Guitars, I focused on portraying and expressing the creative's complex yet organic creative process. Exploring deeper into different concepts that each expressed the creative process in many different shapes and forms. Utilizing the dynamicity and variety of music, I had a lot of fun exploring many different concepts inspired by new music genres I discovered through the research stage.

After a complex ideation process, I decided to take a step back and centre my focus back on the story Ullim Guitar wants to tell. And I made the connection between the story of the founders, musicians' creative process and ocean waves.

Solution

Deeply inspired by the beauty of the Korean "alphabet" Hangeul, Ullim Guitar's primary imagery portrays the comprehensive and intricate creative process of musicians celebrating unique individuality. Korean typography's intricacy and unique silhouette allowed me to create visually captivating imagery that spoke to the story of Ullim Guitars. Ocean waves reflect the unique process of not just musicians but all creatives, with different sizes, sounds, colours, temperatures, and locations.