Branding Case Study
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Branding Case Study ✳︎
Assignment Brief
Develop a brand based on a need you identify through
in-depth research, starting only with a geographic location and a type of industry.
Industry & Location
Busan, South Korea
Festival
Audience
Young adults ages 18–25
Competitors
The Problem
Young people in Busan face increasing difficulty securing stable, high-paying jobs despite advanced education. This challenge is exacerbated by competition with Seoul, where a significant share of opportunities is concentrated, leaving Busan’s youth with limited access to clear career pathways.
Concept
A career-focused festival designed to connect Busan’s youth with diverse career paths and future opportunities. It brings together job resources, industry insights, and interactive experiences to support young people entering the workforce.
The concept centers on empowerment, equipping the next generation with the tools and confidence to thrive in a modern economy.
The Global Talent Fair
Foreign investment companies looking to hire domestic talent, job
seekers interested in foreign investment companies in Busan.
SeSAC Job Festival
Aimed at providing artificial intelligence (AI) related employment information and future job opportunities.
Busan International Student Job Fair
The event is designed to help international students secure
jobs in the region and settle into local companies.
Overview
Busan is a major cultural and economic hub with a strong youth population and emerging industries. However:
Youth unemployment and underemployment remain persistent
Many graduates struggle to transition into stable careers
Career resources are often fragmented and difficult to access
Traditional job fairs feel outdated and lack engagement
At the same time, Busan is known for its vibrant festival culture, events that are
immersive, social, and widely attended.
Solution
NextGen Busan reimagines the traditional career fair as a career festival, combining opportunity, education, and experience into one cohesive platform that connects Busan’s youth with their future.
