Luna Kim

When Luna Kim graduated from design school, she couldn’t help but wonder why things seemed to be moving faster for all her classmates. “Honestly, my early career felt a bit uncertain – even discouraging at times,” she admits. That uncertainty could have shaken her confidence. Instead, it led her to trust her instincts and recognize the value she had as a creative. Fast forward to today, Luna has collaborated with the likes of Nike and ThredUp to bring large-scale campaigns to life. We find out how she navigated her early challenges and grew her practice, all while developing her confidence along the way.

About my work

My creative practice
I create brand identities, design decks, and bring ideas to life (sometimes through motion). What drives me is building a brand language that feels both consistent and expressive – one that not only looks beautiful, but communicates meaning with clarity and emotion.

Influences and inspiration
My work is influenced by how people connect to brands, culture and each other. I draw inspiration from everyday interactions, cultural shifts and also from other creatives – be it florists, ceramicists, fine artists and even code-based generative artists.

I also love collecting visuals that catch my eye on Instagram, Behance, Pinterest, or Are.na, curating references that resonate with me. I’m especially inspired when I learn about the backstories behind great design work. Understanding how others connect concept and execution always reminds me how powerful thoughtful design can be. When starting a new project, I often revisit those collections to explore how I can connect ideas metaphorically.

My training
Having some basic knowledge of graphic text layouts and how branding systems are built is really helpful. You don’t need to know everything, but having that foundation helps you make more intentional design decisions and communicate ideas more clearly.

It also really helps to develop a sense for why certain designs work better than others. Having both the eye and the understanding to know what makes a design effective – that combination of intuition and logic is what really strengthens your design sensibility.

Favourite recent project
My favorite project from the past year was the “Toma El Juego” project for Nike. It was the biggest project I’ve ever worked on – from building the branding system to designing neighborhood jerseys, campaign posters, invitations, banners and motion assets. The project later branched out into several other campaigns, including Mad Maximus and the Toma El Juego Finals. It was such a rewarding experience to see how one creative system could expand across different events and platforms while staying true to the original idea.

Since I was involved from the very beginning, I got to see how all the pieces came together across different touchpoints. It was definitely super challenging but also incredibly rewarding. I learned so much – not just about design, but about collaboration, timing, and how to bring a creative vision to life on a larger scale.

A normal day usually looks like…
I usually check my calendar as soon as I wake up, just to know what kind of day I’m walking into. At the beginning of the projects I get assigned to, I check in with my account director about priorities and deadlines. An hour before a meeting, I prepare what I need to share – any updates, questions, or even some fun ideas to bring up. I usually get the quick tasks done first and then dive into the projects that need more focus or creative thinking. That flow keeps me clear-headed and productive.

How I got here

Starting my creative journey
Honestly, my early career felt a bit uncertain – even discouraging at times. I reached out to a lot of studios and many reached out to me, but not everything worked out the way I expected. There were interviews that went really well and then suddenly went silent; others I didn’t expect much from somehow ended up working out.

Looking back, that unpredictability taught me a lot. It was really easy to feel discouraged whenever things didn’t work out. I kept comparing myself to my classmates who graduated with me, wondering why things seemed to happen faster for them. But over time, I realized that nothing good comes from that kind of thinking. Everyone has their own path and pace. I told myself to just keep going – to stay patient, trust my process, and believe that the right opportunity would come when I was ready. It wasn’t always easy, but it taught me resilience and self-trust, which I think are just as important as design skills.

Landing my first few jobs, clients and commissions
My first few jobs were a mix of ones I had applied for and others where I was recruited by talent directors. I still remember the interviews I had with them – each conversation felt different, but all taught me something new about how to present myself and my work. I think those early experiences helped me understand what kind of designer I wanted to become and how important it is to communicate not just what I do, but how I think.

Biggest challenge along the way
The biggest challenge for me has been uncertainty – not just about myself, but about everything. Every decision you make can shape something bigger in the long run and that can feel overwhelming when you’re just starting out. I’ve learned that it’s important to keep trusting yourself, especially when things feel unclear. That mindset helped me stay grounded and reminded me that uncertainty doesn’t mean failure – it’s just part of growing.

Another personal challenge for me was speaking up, especially early in my career. Many of us grow up being careful not to bother others and I carried that into my work – worrying that sharing my thoughts or concerns might inconvenience someone, I often held back. But over time, I realized that communication is essential in creative work. It’s not about taking up space, but about contributing to collaboration. I’m still learning to be more confident in expressing my perspective, but it’s something I’ve improved a lot.

Skills I've found helpful for my creative work
Design has taught me how to observe not just visuals, but also people, behavior and emotion. That skill has helped me become more patient, thoughtful and intentional in how I communicate in everyday life. It’s made me realize that design is really about listening and understanding before creating.

On the other hand, my personal experiences outside of work – learning to be patient with uncertainty, communicating more openly and trusting my instincts – have all made me a better designer. They help me approach projects with empathy, self-awareness and curiosity.

My social media and self-promotion vibe is…
Honestly, social media and self-promotion are extremely important – not just for designers, but for anyone in today’s creative world. It’s how people discover you, understand your perspective and connect with your work.

I see it as a form of personal branding – a way to communicate who you are, what you value and how you think. It’s especially so in our field where design and communication go hand in hand. Being intentional about how you present yourself is just as important as the work you create.

Three things I’ve found useful in my career:
First, curiosity. Constantly observing and collecting inspiration – whether it’s from design, art, or just everyday life – keeps my work fresh and connected to the wider culture. Curiosity also makes learning new things a lot less intimidating: when you stay curious, growth feels exciting instead of scary.

Second, communication. It’s not just about sharing ideas clearly, but also about being able to connect with others. If you can’t persuade people, your idea will just stay an idea. I make a habit of listening to TED Talks and podcasts, paying attention to how people communicate – how they pace, explain and connect with their audience. That’s helped me a lot when presenting to clients or leading discussions in the studio.

Third, consistency. Consistency matters more than intensity. When you move too fast or pour yourself in too deeply, burnout can happen easily – and when that happens, it directly affects creativity. Growing slowly but steadily is the real key, and that requires maintaining balance: working hard, but within healthy boundaries that let creativity stay alive.

My greatest learnings when it comes to making money and supporting myself as a creative have been…
Communication – it’s absolutely essential. I’ve learned that the best results come when both sides meet in the middle. It’s about understanding each other’s perspectives, building mutual trust, and maintaining a healthy, long-term relationship where both sides can win. Good communication turns a project into a collaboration.

Advice

Best career-related advice I've ever received
The best career advice I’ve ever received was to be more confident. In creative work, there’s rarely one “right” answer, so how you stand behind your ideas matters just as much as the ideas themselves. Someone once told me, “You have more power than you think,” and that really stuck with me. It reminded me that confidence isn’t about being loud, but about trusting your instincts and recognizing the value you bring to the table.

Where I go to feel connected as a creative
I feel most connected as a creative when I’m in conversations with other designers, especially within our studio. There’s something really special about realizing we share the same challenges and experiences.

I also love going to creative talks or conferences to hear from people I admire. It’s comforting to know that even those who are far ahead have gone through similar things – and learning how they overcame them always gives me motivation.

Also, when someone reaches out to me asking for advice, I try to give back the same way others once helped me. It feels meaningful to keep that cycle of support going – that’s what makes this creative community so special to me.

What I'd say to someone looking to get into a similar role
I’d say stay curious, be patient and trust yourself. The beginning can feel uncertain and discouraging, but that’s completely normal. You’ll send out applications, face rejections and sometimes question yourself, but every step teaches you something valuable. Keep learning, keep reaching out and surround yourself with people who inspire you. Most importantly, be confident – you have more power than you think.

Also, we’re living in a time where AI is advancing so quickly. I think it’s important not to see it as something that replaces us, but as a tool that we can learn to utilize. Understanding how to use AI thoughtfully can help us create better, smarter design – and make sure we grow with the world, not behind it.