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Hyundai Hope on Wheels
Visual Identity & Design System
Visual Identity & Design System
Industry
CSR
CSR
Project Scope
Visual Identity Design, Graphic Design,
Design System, Application Design
Visual Identity Design, Graphic Design,
Design System, Application Design
1998년부터 시작된 ‘현대 호프온휠스‘는 미국 전역의 현대자동차 딜러들이 참여하여 소아암 환아들을 돕는 현대자동차 미국법인의 대표적인 사회공헌(CSR) 사업입니다. 기부금 지원을 넘어 환아와 의사들이 차량에 직접 손바닥 자국을 남기는 ‘핸드 프린팅 세레머니’는 희망과 사랑, 그리고 회복의 메시지를 전하는 브랜드만의 시그니처로 자리 잡아 왔습니다.
현대자동차 브랜드경험팀은 이러한 호프온휠스의 글로벌 확장을 본격화하며, 기존의 손바닥 심볼에 날개(Hope), 하트(Love), 나뭇잎(Recovery) 요소를 더해 브랜드 철학을 강화한 새로운 BI와 컨셉을 도출했습니다.
케이스 크리에이티브는 이번 브랜드 리뉴얼 프로젝트의 파트너로서 현대자동차 브랜드경험팀과 긴밀히 협업하며, 정립된 BI 컨셉이 디자인 에셋과 비주얼 시스템으로 정교하게 확장될 수 있도록 디자인 전개 업무를 수행했습니다. 디자인 과정에서는 글로벌 타겟을 고려한 직관적인 시각 언어 구축과 운영의 효율성에 주력했습니다. 전 세계 로컬 디자인 제작 업체들이 브랜드의 일관성을 유지하며 혼선 없이 활용할 수 있도록 체계적인 디자인 시스템을 정립하는 것이 핵심 과제였습니다.
이를 위해 현대자동차 브랜드경험팀과 소통하며 호프온휠스만의 독창적인 디자인 에셋 개발부터 비주얼 모티프, 전용 컬러 시스템, 온·오프라인 어플리케이션 디자인 및 글로벌 가이드라인 수립을 진행하였으며, 브랜드의 의미가 전 세계에 효과적으로 전달될 수 있도록 함께 프로젝트를 마무리하였습니다.
Launched in 1998, ‘Hyundai Hope on Wheels’ is a signature Corporate Social Responsibility (CSR) initiative by Hyundai Motor America, supported by Hyundai dealers nationwide to aid children with pediatric cancer.
Beyond financial contributions, the ‘Handprint Ceremony’—where children and doctors leave their handprints on Hyundai vehicles—has become a powerful symbol representing messages of hope, love, and recovery.
Beyond financial contributions, the ‘Handprint Ceremony’—where children and doctors leave their handprints on Hyundai vehicles—has become a powerful symbol representing messages of hope, love, and recovery.
As Hyundai Motor Company’s Brand Experience Team prepared for the global expansion of Hope on Wheels, they developed a new BI and concept that strengthened the brand philosophy by integrating three key elements into the existing handprint symbol: wings (Hope), a heart (Love), and a leaf (Recovery).
As a strategic partner in this brand renewal project,Case-Creative collaborated closely with Hyundai’s Brand Experience Team to translate the newly established BI concept into a sophisticated visual system and comprehensive design assets. A primary focus of the design process was building an intuitive visual language tailored for a global audience while ensuring operational efficiency. The core challenge was to establish a systematic design framework that would allow local agencies and production partners worldwide to maintain brand consistency without confusion. Working in tandem with Hyundai’s Brand Experience Team, CASE Creative developed unique design assets, visual motifs, and a dedicated color system. This collaboration extended to the creation of various on- and off-line application designs and the establishment of global guidelines, ensuring the brand’s mission is communicated effectively across all global touchpoints.
As a strategic partner in this brand renewal project,Case-Creative collaborated closely with Hyundai’s Brand Experience Team to translate the newly established BI concept into a sophisticated visual system and comprehensive design assets. A primary focus of the design process was building an intuitive visual language tailored for a global audience while ensuring operational efficiency. The core challenge was to establish a systematic design framework that would allow local agencies and production partners worldwide to maintain brand consistency without confusion. Working in tandem with Hyundai’s Brand Experience Team, CASE Creative developed unique design assets, visual motifs, and a dedicated color system. This collaboration extended to the creation of various on- and off-line application designs and the establishment of global guidelines, ensuring the brand’s mission is communicated effectively across all global touchpoints.
Hyundai Hope on Wheels
visual Identity & Design System
visual Identity & Design System
Year: 2025
Client: Hyundai Motor Company
Hyundai Motor Company
BI Design: Brand Experience Design Team
Project Lead: Lee Deukgyu
Project Management: Woo youngkyung
Case-creative
Art Direction: Joo wonsik
BI System Design: Joo wonsik, Lim eunji, Lee jiyeong
Design Application: Lim eunji, Lee jiyeong
Case-Creative Ⓒ All Rights Reserved
Client: Hyundai Motor Company
Hyundai Motor Company
BI Design: Brand Experience Design Team
Project Lead: Lee Deukgyu
Project Management: Woo youngkyung
Case-creative
Art Direction: Joo wonsik
BI System Design: Joo wonsik, Lim eunji, Lee jiyeong
Design Application: Lim eunji, Lee jiyeong
Case-Creative Ⓒ All Rights Reserved
