JB Choi is a UX/UI + Digital Brand Designer based in NYC, originally from Seoul, South Korea. With a background spanning human-computer interaction, psychology, and business strategy, JB brings a unique perspective to crafting engaging and user-centric designs.


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How can cherry blossom tree branches be transformed into a typeface?

I designed a decorative typeface named Destiny based on my grid system, consisting of a square and two circles. Inspired by the cherry blossom tree branches, I created the typeface look organic and geometric with thin lines. In the system, most letters have two circular lines in common that share a quarter circle and keep their distance constant like parallel lines. These two parallel lines were why I named the typeface Destiny because those two lines are destined never to meet each other by the system.