An analysis of the visual identity and spatial graphic design system designed by MAUM STUDIO for NAVER LOCAL GROUND in Busan.

For NAVER LOCAL GROUND Busan, MAUM STUDIO developed a comprehensive visual identity that connects local brands and stories. The system uses a distinct graphic language of bold geometric shapes and primary green hues to map regional stories. These graphical coordinates function as spatial wayfinding elements. By doing so, the system resolves the tension between a digital platform and its physical community hubs. Bold green panels dominate the visual landscape. They create a recognizable anchor for visitors exploring the physical space. The design system relies on clear paths and bright banners. These elements lead the audience through the exhibition, making the city's narrative easy to follow.

A Modular Visual Identity for Urban Stories

The typographic layout relies on clean sans-serif grids juxtaposed with playful spatial graphics and hand-drawn outline illustrations. Throughout the promotional materials, the visual identity scales from micro-typographic details on merchandise tags to large-scale gallery signage. The grid structures create a rigorous framework. This framework keeps the diverse illustrations and varied city stories unified. Small icons representing local landmarks are integrated into the grid. They add a layer of narrative without cluttering the layout. The typography uses a high-contrast scale. Large headlines command attention while small details remain legible on small surfaces.

Tactile print finishes on the paper bags, stickers, and product labels show a commitment to physical design details. This visual identity translates into a curated suite of knolled merchandise. This collection includes green-rimmed ceramic cups and custom keychains. The visual identity ensures that every touchpoint feels deliberate. Thick paper stocks and clean debossing highlight the focus on material quality. The spatial graphics extend onto fabric bags and notebooks, making the brand feel tangible. Each item acts as a physical souvenir of the city. The production choices reinforce the local, artisanal theme of the project.

For more information make sure to check out MAUM STUDIO on Behance and the full NAVER LOCAL GROUND visual identity project.