Heesun Seo holds a BFA in Visual Communication Design from Kookmin University, South Korea, and an MFA in Graphic Design from Yale University, USA. She was a grantee of the Fulbright Scholarship while completing the MFA program, is currently running a design studio called Studio Hik.
The research is based on the idea of changing the perceptions of values, offering different perspective of things we know, by devaluing the highest and imposing values to the lowest. The visual methodology regarding this idea is presented through the thorough study of rules in visual language and typography and then breaking them. This brings in the question of aesthetics. What is beautiful? And what is not? How does the perception of beauty change through time, and as visual creators, how do we suggest new standards of beauty?
Graphic design is no longer a mere means of communication, but of artistic expression. While a graphic design work do need to clearly deliver the message that it carries, it is important for the individual who chooses to express the content, to take their unique approach on the subject matter. The students are required to understand the fundamental principles of graphic design and are later encouraged to break the boundaries for further critical thinking on what it is to have authorship in graphic design.