positive-cartel (포지티브-카르텔),
2024, Seoul
Collaboration *
ZZ Architects
(Space & Furniture Design)
positive-cartel(포지티브-카르텔) is a shared office space in Yeongdeungpo-gu that champions a sustainable lifestyle. This space was born through the collaboration of Lee Ji-hong from ZZ Architects and Mia Bak from Indivisual.
The brand concept and identity are as crucial as the physical elements of the space itself; they function as the "software" of the space. It’s an implicit request for visitors to “understand who we are and engage with us accordingly.”
The brand mood focuses on sustainability (eco-friendliness), a noir aesthetic, and a unique multicultural vibe conveyed through various languages.
In practice, achieving complete eco-friendliness in production is challenging. Sustainable choices often come at a higher cost and require more time, making clients hesitant to adopt them despite recognizing their value. However, ignoring sustainability or succumbing to excessive self-censorship is not a healthy approach. Positive Cartel’s branding allowed us to explore these aspects freely since we were both the creators and the primary stakeholders.
One of our first initiatives was incorporating a stencil-style typography inspired by eco fonts, leaving parts of the letters blank while retaining readability. We also used eco-friendly paper and QR codes to provide information online wherever possible, reducing paper usage. To maintain a cohesive digital identity, we created universal templates and online design guides, including email signatures. For printed materials, we used single-color printing on eco-friendly paper, adhering to international paper sizes to minimize cutting waste.
To celebrate the opening of our space, we hosted an exhibition titled Furniture Remodeling in an open studio format. Positive Cartel places great value on such cultural exchanges, seeing them as opportunities for the brand identity to evolve and diversify. Nevertheless, eco-conscious production remains a guiding principle at the core of all our activities.
More details about the space creation can be found through the provided link here.