By Honorary Reporters Ayushi Kharayat and Vandana Krishnan from India
Photos = Studio XXX

In K-pop, eye-catching album designs are important for global success. Studio XXX Director Lee Ji-yoon is one of the most influential graphic designers in the field. 

Designing eight albums and music packages for BTS in a row from 2013 to 2017 and other artists including Kang Daniel, SEVENTEEN, VIXX, Straykid and EXO, Studio XXX, led by Jiyoon, has emerged as the leading creative visual artworks for global K-Pop sensations. She has earned awards from events like the TDC69 Competition of the Type Directors Club and featured in many prominent publications. 

Like any other K-pop fan, everything from album packaging to concert posters grabbed my attention, making me wonder who is working behind these creative minds. She shared her artistic journey in this email interview conducted between June 29 and July 1.

Studio XXX is one of the most famous graphic design companies in K-pop.

What made you to pursue graphic design?

I fell in love with American and British pop artists as a teen and enjoyed drawing album jackets of them. That's when I started dreaming of being an album designer. Even while majoring in mathematics at Hanyang University in Seoul, my dream never changed. I decided to study graphic design abroad and got a full scholarship from the School of Visual Arts in New York.

How did you enter K-pop?

While working at a design company in 2010, I had the opportunity to design Lee Hyori's album "H-logic." The first project my studio received was for a poster for a concert by INFINITE.

What challenges have you experienced in your job?

Sometimes I have to finish an album design in two weeks. Through experience, I found ways to work around these situations by starting a design only after fully understanding the client's request and rejecting projects incompatible with my artistic style. I also feel pressure to create new visuals because of the industry's competitive nature. It's also important not to make mistakes since the finished product will be seen closely worldwide.

Briefly describe your process of designing a K-pop album.

I first try to understand the needs of the album of the artist. For instance, some want to show maturity and masculinity and others raw and rough visuals. Then I devise design proposals based on these concepts. After they're confirmed, I finish the album design. Sometimes I get bad reviews but if I understand the artist's needs exactly, I mostly get a positive response.

Why is it important for you to design a series of albums for the same artist?

I want to see how artists change and grow with each album when I design several of them over the years. I also enjoy working on debut albums because I can imagine how successful the artist could be. For example, I designed eight album covers in a row for BTS since its debut.

What is your most recent project?

I'm working with the K-pop girl group TripleS. I gave each member a design symbol, and even if the visuals change, I'm hoping that the initial image remains.

Lee Ji-yoon Lee creates visual narratives for major K-pop artists.

Has the explosion in K-pop's popularity impacted your work?

K-pop's popularity surprises me because I grew up in a world in which U.S. or British music dominated the industry. The growth of K-pop has taught me the importance of a balance between creating new things and preserving a unique style.

Any advice for designers interested in the music industry?

Keep working on what you like and promote it. If you're not Korean, learning the language will give you more opportunities to work in K-pop.

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things.