© youminchoi.cargo.site
About
You “Min” Choi is a NYC-based graphic designer made in South Korea, designed in the United States. Witty, legible, and confidently human, her work rewards attention — designed not just to be viewed, but to be understood and remembered. 

Contact youminchoichoi@gmail.com
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00. 

Tandem


September 2025 – May 2026
Product / Branding
Special thanks to Corey Gutch, Principal & Owner of Civilization

Tandem is a membership-based platform for LGBTQ+ young adults who want to feel less alone in everyday life—without announcing their sexuality or arriving with someone. It enables low-stakes encounters through ordinary activities in places we already go, outside traditional queer spaces, bars, dating apps, and events.

Click here for full case study.


01. 

Tandem Table


Plywood
24 x 24 x 18 in
October – November 2025 
Furniture

Supervised by Timothy Cohan (@timothycohan)
Special thanks to the School of Visual Arts Visual Futures Lab (SVA VFL) staff

A modular side table built around agency.

The tabletop has twelve holes. Four T-shaped legs slide in and out with friction-fit tenons, shifting with use. It’s designed for coming and going, for shared and passing moments.

Fabricated using a 3-axis CNC gantry router, table saw, and band saw at the SVA VFL woodshop.
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02.

Unfam


March – April 2025
Branding

Supervised by Matt Owens (@mattvolumeone), Co-Founder and Chief Design and Innovation Officer at Athletics
People fear what they don’t understand: the unfamiliar.

UNFAM is an alternative food subscription that dares your taste buds — one bite at a time. Inspired by the rebellious energy of street and skate culture, we are here to challenge the instinct to resist what’s unfamiliar and, instead, invite people to stay curious.

Developed and refined using Adobe Firefly and Photoshop Generative Fill to support rapid visual iteration and system testing.


   

03.

Project Typecasting


8.5 x 11 in
72 pp. Hardcover, posters, laser-cut stencils
November – December 2024
Publication

Supervised by Justin Colt (@justincolt), Co-Founder of The Collected Works

Project Typecasting is an examination of cinematic typography from the late 1950s to the 60s, drawing from filmmakers and title designers such as Godard, Saul Bass, and Pablo Ferro. It treats type as image, system, and narrative—both in context and stripped of it—through screenplays, film-strip motifs, quotations, and collage.

The publication is accompanied by type posters and laser-cut stencils derived from selected films, extending the study into print and tactile, reproducible forms.


04. 

The Peculiar Adventure of Ottilie Odd


10 x 10 in
96 pp. Hardcover
April 2025
Publication

In collaboration with Andrea Song
Supervised by Warren Lehrer (@warrenlehrer)
Special thanks to Elizabeth Castaldo (@ecastaldo_artandbooks)

The Peculiar Adventure of Ottilie Odd is a hand-bound illustrated storybook that unfolds in a world that appears whimsical at first glance, yet is carefully structured beneath the surface. The environments are constructed from road signs and directional symbols, paired with original illustrations and cut-out elements, embedded throughout the book.

What may seem like playful oddities function as a navigational system, inviting readers to slow down, observe, and decode meaning through image and sequence.

Contribution: Illustrator; layout and sequencing; cover design


05.

XOXO


November – December 2024
Packaging

In collaboration with Lily She & Sooyoung Yang
Supervised by Justin Colt (@justincolt), Co-Founder of The Collected Works

Roses fade, but heat lingers.

Why give flowers that wilt or chocolates that are gone in a moment? Instead, gift a bottle of hot sauce — something that lingers long after the first taste.

At XOXO, we craft our hot sauces as tokens of love, designed to be gifted, shared, and savored: for romantics, food lovers, and those who appreciate the little gestures that make love feel special.

Contribution: Logo design • Concept development • Creative direction • Layout and typographic system • Copywriting


06.

Liz’s Book Bar


September – October 2024
Branding / Speculative Rebranding

Supervised by Kevin Brainard (@kevinbrainard), Founding Partner and Creative Director of Area of Practice

Located in a homey neighborhood of Brooklyn, NY, Liz’s Book Bar is more than just a bookstore, café, and bar. It is a place to belong and feel at home. Proudly black-owned, woman-owned, and author-owned, the book bar carries the legacy of the founder’s grandmother, Liz, offering warmth, joy, and connection with every book, cup of coffee, or glass of wine, and conversation.


07.

LaCroix


November – December 2024
Packaging / Speculative Rebranding

Supervised by Kevin Brainard (@kevinbrainard), Founding Partner and Creative Director of Area of Practice

Innocence reinterpreted as childlike playfulness.

Founded in 1981 in La Crosse, Wisconsin, LaCroix began as a distinctly Midwestern brand. A pivotal 2002 rebrand by Lyle Zimmerman repositioned it as an all-occasion alternative to Perrier, earning a Gold Global Design Award—though not without criticism.

Building on this legacy, the redesigned logo and packaging emphasize purity and playfulness through flavor-specific illustrations and a cohesive color system, refining the brand’s boldness into a more unified, legible identity.



08. 

Gossip Magazine


11 x 17 in
86 pp. Paperback
October 2024
Publication

In collaboration with Shuni Liang, Elena Mehlman & Samyuktha Narayanan
Supervised by Justin Colt (@justincolt), Co-Founder of The Collected Works

We believe gossip is more than just chatter; it’s a powerful tool for connection, empowerment, and social change.

Our mission is to destigmatize gossip and reclaim the narrative, celebrating gossip as a vital form of community storytelling and a catalyst for positive transformation. We aim to create a vibrant platform for women and marginalized communities, and all lovers of gossip.

Contribution: Editor-in-chief • Creative direction • Editorial planning and sequencing • Layout and typographic system


09. 

Echos Festival


September 2024
Branding

In collaboration with Aimee Chang, Shuni Liang, and Jiaqi Sun
Supervised by Justin Colt (@justincolt), Co-Founder of The Collected Works

In collaboration with The Met, the Echos Festival delves into the mysteries of ancient musical instruments, long hidden or forgotten. Through immersive exhibitions, workshops, and performances at Central Park, the festival brings these treasures back to life, once more.

Contribution: Poster design • Layout and typographic system • Wayfinding system • Merchandise design