Welcome to SM Entertainment 

SM Entertainment is one of the top leaders in the entertainment industry in Korea. Its identity starts from the concept of light, and how it is not only a source of existence but symbolizes the celebrities and content made by SM Entertainment. The company’s identity is the basis for this project of a New Employee Welcome Kit. 

The project’s premise was to take an existing company and design it within its brand identity guidelines. The SM Entertainment Welcome Kit includes design collateral of the box, welcome letter, ID badge, desk calendar, journal, water bottle, and washi tape. All designs utilize key components of SM Entertainment’s brand identity ranging from its brand colors to its logo system.