New York–based graphic designer Dong Hyun Kim brings a fresh, modern voice to classic design principles in his Gold-winning project from the Graphis New Talent Awards 2025. His New York City Poster Series reimagines iconic landmarks through the geometric language of Art Deco pioneer A.M. Cassandre. With rhythmic forms, refined typography, and a deep sense of place, Kim captures the city’s pulse—from the graceful motion of Rockefeller Center’s skaters to the luminous energy of the Empire State Building—bridging his Korean heritage with the vibrant visual culture of New York.

Written by Dong Hyun Kim

Project Goal
The New York City Poster Series was part of Professor Richard Mehl’s class at School of Visual Arts, where we studied the heroes of graphic design and reinterpreted their creative approaches in our own way. 

I focused on A.M. Cassandre, one of the great pioneers of modern poster design. Based on his geometric visual language, I designed two posters that represent New York City’s spirit of education, culture, and business. My main goal was to simplify imagery into abstract forms to create strong visual rhythm, and to develop typography that harmonizes with these visuals—allowing both image and type to share a unified narrative. 

Infusing NYC Landmarks and Typography
The posters reinterpret two Art Deco landmarks: Rockefeller Center and the Empire State Building. For the first, I observed the movements of skaters on the Rockefeller Center ice rink and transformed their flowing lines into geometric motion. For the second, I visualized the diversity of light reflected on the Empire State Building, expressing the city’s energy through dynamic composition. 

The typography was inspired by the steel structures and frameworks of New York architecture. I designed it to use negative space effectively and create visual balance with the imagery. In the first poster, I incorporated the teal hues of oxidized copper, symbolizing the city’s history and tradition. In the second, the interlocking steel forms represent the coexistence of diverse communities that define New York. 

Every time I see the Empire State Building, it feels like a spaceship—a symbol that connects my home country, Korea, with the city where I now live and create. This project embodies that connection, bridging cultures, languages, and time through visual storytelling.

About Dong Hyun Kim

Dong Hyun Kim is a Junior Graphic Designer at ELOREA in New York, focusing on branding and visual storytelling. He graduated from the School of Visual Arts with the Rhodes Family Award and previously interned at NBCUniversal. His work has gained international recognition, earning 1st Place at the Print Awards, a Graphis Platinum Award, and honors from Young Ones ADC. 

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