How Wonny Baek Designs Cross-Channel Brand Experiences Across Print, Social, and Live Events

A systems-first approach to visual design

Los Angeles–based visual designer Wonny Baek works across brand identity, motion, digital products, and physical experiences. Her practice centers on creating visual systems that remain clear and cohesive across formats, from printed materials and social content to live-event touchpoints.

Rather than treating every deliverable as an isolated piece, Baek considers how each contributes to a larger visual story. Her work brings together the practical needs of each format with a consistent brand presence across physical and digital environments.

A system for a public-facing event

While working with the creative team at Superhuman, Baek designed a range of visual assets for the brand’s presence at the Lenny & Friends Summit. Her contributions included on-site signage, posters, postcards, social media assets, end cards, and supporting dinner collateral.

The project required a visual approach that could adapt to different environments and audiences. A physical sign, a printed postcard, a social post, and an end card each serve different functions, yet needed to feel connected as part of one recognizable experience.

Adapting the system to each format

On-site signage and posters established a clear, visible presence in the event environment. Baek used hierarchy and legibility to help attendees absorb information quickly while maintaining a distinct visual language. Postcards extended that language into a compact printed format.

Social media assets helped build anticipation and carry the campaign beyond the event itself. End cards and dinner materials maintained the same visual thread across additional moments throughout the experience. Across formats, Baek tailored the work to its intended context while keeping each asset connected to the overall system.

A flexible visual system, not a collection of assets

Baek established a flexible visual system that balanced consistency with adaptation. Typographic treatments, color relationships, and compositional rules created a shared foundation across the work, allowing physical signage, print materials, social posts, and digital assets to feel connected without simply repeating the same layout.

This approach allowed each piece to meet the practical demands of event production and digital distribution while remaining clear, recognizable, and useful in context. The result was a system designed to scale across channels without losing its coherence.

Experience informed by breadth

Earlier in her career, Baek worked as a Visual Designer at Two Things, where she created apps, websites, printed materials, brand identities, and motion work. That breadth continues to inform her approach today: systems-first thinking that anticipates how a design will expand across formats and audiences while accounting for the realities of production.

This project reflects that approach. By translating an established brand into coordinated social, digital, print, and event materials, Baek created a visual presence that was both adaptable and cohesive.

“Each format had to work on its own terms, from posters and postcards to social assets,” Baek says. “The goal was to give every piece a clear purpose while making the overall experience feel intentionally connected.”

That ability to turn a broad creative brief into a coherent visual system across print, social, and live-event formats is central to Baek’s practice. It reflects the systems thinking and hands-on execution that define her approach to public-facing brand experiences.