Find your Rhythm — SUIN CHOI

SUIN CHOI

Graphic designer based in New York
who plays with visuals, branding,
typography, and motion.

Previously at &Walsh, now working at
Chermayeff & Geismar & Haviv

Selected works

Find your Rhythm Identity system

Barnes & Noble

Brand

Identity

Bodega Brand Identity

Greenery Brand Identity

Explorations

Waves at the Gorge
Music Festival Identity system

Shinola Vintage Artdeco
Watch Identity system

Los Angeles Apparel Brand Identity

The Design Object Editorial

Busan Olympic Identity System

Type Specimen Booklet

Motion

Archive ✶
About

Find your Rhythmidentity system

Instructor Andrea Trabucco-Campos

Built around the concept “Find a change in repetition,” this project explores the rhythm of a collective urban environment. It began with the idea that everyone in a city moves with their own rhythm and style, yet a single rhythm can influence many. Created as a conceptual identity and motion campaign for Apple Music, the visuals explore variation, repetition, and similarity within a crowd.

A custom typeface with rounded corners represents individual rhythmic pulses. Diffusing outline forms act as the campaign’s signature visual, illustrating how music spreads across a shared space and connects people. Originating from these circular forms, the type elements evolve into halftone patterns that develop into a dynamic shapes symbolizing a rhythmic crowd. All imagery used in the campaign was AI-generated.