Will Lee

Design&Direction











































Info




KUMHO TIRE
Role: Senior Brand Designer

- Sidewall Design
- Brand Identity
- Icon Collaboration
- Visual System Design
As the EV market continued to grow and the tire industry evolved, Kumho Tire partnered with Double D to develop a more cohesive and future-focused brand identity system. Through research, interviews, surveys, and market analysis, the project defined a new visual motif, KUMHO LEAP, inspired by the rising form of the letter “K” to represent innovation, movement, and forward momentum.

The identity system was designed to work across a wide range of tire segments, creating a scalable and unified sidewall design language for the brand. The visual motif also extended into supporting icons and graphic elements across multiple brand touchpoints.

I contributed to the development and execution of visual identity assets throughout the project, collaborating closely with the design team across various applications and system refinements.