- Agency: Maum Studio
- Client: NAVER
- Category: Print Design — Advertising
- Location: Busan, South Korea
- Project Brief: Create a cohesive advertising print system for NAVER LOCAL GROUND using bold graphics, modular layouts, and tactile finishes to connect local stories.
Advertising for a digital platform usually stays trapped on screen. MAUM STUDIO gave NAVER LOCAL GROUND Busan a physical body instead, building a bold green print system that turns an online idea into a street-corner hub people can walk up to.
The green does the anchoring work. Slabs of primary green with a heavy star-studded wordmark dominate the storefront and posters, so a visitor spots the project from down the block and reads it as one recognizable place.
The constellation icons carry the local story. Hand-drawn Busan landmarks, a seagull, a sailboat, a bridge, a fish, plotted like star maps double as wayfinding, tying each city's narrative into the same graphic grid.
The print reaches all the way down to the merchandise. Debossed tags, thick paper bags, stickers, and green-rimmed ceramics scale the identity from gallery signage to a keychain, so every touchpoint works as a tactile souvenir of the city rather than a flyer.
