I was commissioned to develop the complete visual identity and creative direction for a new nationwide event tour, ARMYRANG: The Beloved Event Tour, organized by Mikrocollective. The collective specializes in fan-centered experiences surrounding major concert tours, and this particular campaign was created in celebration of BTS’s ARIRANG World Tour. Spanning multiple cities across the country, the tour was designed to bring fans (deemed the "ARMY") together through immersive events that celebrated both the artist and the fandom.
My role was to create a visual system that honored the original concert and album aesthetics while establishing a distinct identity unique to the event series itself. Drawing inspiration from the album’s vinyl color palette, I developed a cohesive design system while maintaining a recognizable brand experience across all touchpoints. A key element of the visual direction was the incorporation of stamp and tattoo-inspired graphic treatments, referencing lyrics and themes from the album while reinforcing the tour’s grassroots, community-driven spirit. The distressed and almost linocut-styled aesthetic was intended to emphasize the hands-on, fan-powered nature of the events themselves.
The final identity serves as both an homage to the artist and a standalone creative brand. The design incorporates motifs inspired by the group’s discography, Korean cultural elements, and the thematic idea of a “love song,” which is central to the album’s narrative.
The scope of the project extended across a wide range of deliverables, including social media assets, print collateral, environmental and on-site signage, merchandise design, and even a collaborative activation with a Korean photo booth brand to further amplify fan engagement and excitement at each tour stop.
Event photography by Ash Hyla