positive-cartel ( 포지티브-카르텔 )
2024, Seoul

Brand identity

Collab
ZZ Architects 
( Space & Furniture Design )

 Positive-cartel is a small shared studio tucked away in a narrow alley near Yeongdeungpo Market Station. It is jointly run by graphic designer MIABAK (indivisual) and architect Lee Ji Hong (ZZ Architects), created as an experimental space where their lives and practices intersect.

The striking facade, layered with steel bars and glass doors, became the starting point for the studio’s branding identity. The noir-like atmosphere reminiscent of Hong Kong’s backstreets and the cinematic aesthetics of Wong Kar-wai served as key inspirations for shaping its mood and visual language.

The logo was inspired by eco-typefaces, designed to express a sense of positivity without excessive boldness. The selection of fonts and colors followed the same principle — unforced, balanced, and harmonized with the tactile quality of the space itself.

This project represents a complex form of collaboration, where multiple processes intertwine and evolve into a cohesive creative experiment.