New York-based art director Yeajin Lim works across branding, exhibition, and experiential design, developing a cross-disciplinary practice that moves fluidly between disciplines.
With a background in both fashion and advertising, her work does not stay within a single format. Instead, it evolves through a way of thinking that connects concept, visual language, and how people experience what is created.
“I approach art direction by connecting story, visuals, and how people engage with the work.”
This approach can be seen in her project Mental Athlete, which explores ADHD, particularly in Asian women, from a different perspective. By translating internal cognitive experiences into the visual language of sport, the project shifts the conversation from limitation to a different kind of discipline and effort.
Alongside campaign work, Lim has developed projects such as Memory, a typeface project that visualises the fading and distortion of memory through form, translating emotional and psychological states into typographic expression, and OngiLetter, a digital handwritten communication system that bridges physical and digital interaction. These works reflect her interest in how design can shape how people connect, communicate, and experience meaning in everyday life.
Her work also extends into spatial design, most notably through Ctrl <observables>, a fashion exhibition for HTML 7277 where she led the art direction and exhibition design. The project translates the concept of control into a physical environment, creating an experience that audiences can move through and engage with. Presented in New York, the exhibition brought together narrative, space, and interaction as a unified design language.
Over time, her projects have received recognition from international platforms, including the Creative Communication Awards, International Design Awards, Creative Conscience Awards, and D&AD, reflecting the growing visibility of her work.
Alongside her creative work, Lim is also expanding into entrepreneurship as part of her broader practice. With Hemont, she develops a lifestyle brand focused on rest and sensory comfort for women experiencing menopause, addressing sleep disruption and anxiety through garments and environments designed for cooling, ease, and recovery.
She also founded Upcylink, a platform that addresses material reuse in fashion, creating a way for fabrics and garments to be reused and circulated. Here, her work extends beyond visual identity into thinking about how people engage with a platform.
Across these projects, what emerges is a way of working that treats art direction not just as visual output, but as something that shapes experiences and interactions in everyday life.
Based in New York, Yeajin Lim continues to develop her work across disciplines, contributing to a broader shift in how art direction is practised today.
About Yeajin Lim
Yeajin Lim is a New York-based art director working across branding, exhibition, and experiential design. She holds a BFA in Advertising and Digital Design and an AAS in Menswear from the Fashion Institute of Technology. Her work connects concept, visual language, and human experience. She is also the founder of Upcylink and Hemont.
