Mumyeong
MUMYEONG is a self-initiated branding and campaign project that spotlights unheard Korean-American solo artists through a free, anonymous concert series. Blending bold typography and cultural storytelling, the project explores identity, visibility, and the power of sound beyond fame – celebrating those who create not for recognition, but for resonance.
In a culture driven by recognition and status, we often value names before we value art. This question challenges that instinct. MUMYEONG removes identity from the equation, asking audiences to show up for sound, not celebrity.
The campaign builds anticipation through anonymity – word-only posters, cryptic social teasers, and guerrilla street placements that emphasize sound over status. By removing names and faces, the promotion reframes curiosity as the hook and emotion as the headline.
Other Design Assets
Beyond campaigns, MUMYEONG extends into a cohesive event ecosystem through thoughtfully designed physical assets. Reinforcing anonymity through minimal typography and coded identifiers, applied on tickets, concert merchandise, and more. Each asset carries the same bold, disruptive language, ensuring the identity remains consistent across every touchpoint.
