Gold Winner 2022 – MOMENT BY MOMENT, WE SAY ‘NO CONCEPT BUT GOOD SENSE’ - Architecture Collection
Gold Winner of the Architecture & Design Collection Awards 2022


Communication Design
Publications and Advertising
Professional Category

Architect / Designer:

Kim Sunghoon




Kim Sunghoon


Republic Of Korea
We designed the brand book of 87MM, a Korean fashion brand. 87MM is a representative fashion brand in Korea that creates a culture in everyday life through sense and wit. You can see the story of 87MM over the past decade through the brand book, 《Moment by Moment, We Say ‘No Concept But Good Sense’》, which contains the record of the 10th anniversary since its launch in 2011. While interviewing the two founders of 87MM, who were fashion models, We learned the story of how they made clothes. We wanted to convey the story of their 10 years of making clothes in a book. We came to think about how to express their favorite colors, graphics, and various elements in the book. Inspired by the numbers 8 and 7, We designed fonts, and We designed books using these fonts. Through the brand book, we designed to tell the public who likes 87MM, Korea’s leading fashion brand, the story of the 10 years since its establishment in 2011. This book will serve to communicate more closely with the young Korean public who likes 87 MM and is enthusiastic about it through the story of the brand and the story of the two founders as well as the brand philosophy of 87MM.


Brand Design Studio hej is working on graphic design with a brand based on typography. Starting with graphic design, we are interested in using various visual languages such as images and digital as a means of communication and are working on brand experience design by considering methodologies for customers’ journey from brand birth to expansion. In addition, we are attempting and conducting a wide range of tasks beyond the boundaries of design in various fields, including graphic design, editing design, exhibition design, information design, signage design, and brand design.

We encourage designers and architects to share their best projects with the rest of the world so as to inspire the next generation and gain global recognition.