JB Choi is a UX/Digital designer based in NYC, originally from Seoul, South Korea, having a background in human-computer interaction, psychology, business management, and digital branding.


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National Mustard Museum

Can mustard be more than delicious?

The National Mustard Museum is unusual in Wisconsin, boasting a large display of about 6,090 mustards from all 50 states and more than 70 countries. I created a new identity for this museum focusing on the core value of the mustard spread. The key concept is how we spread mustard on signature foods. I used a round shape for the logo and the primary typeface because the mustard spread affects the round figure fundamentally. And it can give a friendly feeling to children and family who are the main targets of the museum.

Exhibition Invitation

Exhibition Catalog