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Chaereen Pak

Master of Design in Brand Design and Strategy — Brand Design & Strategy
Course:
GBDS-655 Capstone Project

Korean Air

In 1969, Korean Air entered the vast skies with a small fleet of eight planes. Once known as an industry pariah due to an alarming number of accidents and incidents, it is now ranked among the top 20 safest airlines worldwide. The country proposed a merger of Korean Air and Asiana Airlines in 2020, which will result in the former absorbing the latter to create one dominant flag-carrier. My capstone project focuses on refreshing Korean Air’s post-merger brand strategy and design system.