Getcha ________!

Year: 2021
Services: Brand Identites, Crowdfunding, Art Direction, Package Design

Project Info:
RyongNyong is a self-initiated creative team I co-founded with a fellow SVA student during our academic break amid the COVID-19 pandemic. With travel on pause, we launched the Getcha Series—a set of customizable merchandise boxes designed to bring the feeling of global cities into people’s everyday spaces. The first two projects, Getcha New York! and Getcha Seoul!, reinterpreted each city's distinct mood through curated objects, packaging, and visual design. As someone who has both lived in and traveled through these cities, I translated that dual perspective into tangible, emotional experiences. Each crowdfunding campaign surpassed expectations, collectively generating over $2,000 in revenue. At the heart of the project was the belief that even during isolation, a well-designed box could transport people elsewhere—visually, emotionally, and imaginatively.

전세계를 덮친 펜데믹 때문에 여행이 불가능했던 시기에, Getcha Series (Getcha New York! / Getcha Seoul!) 라는 커스터마이징 굿즈 박스 프로젝트를 기획했습니다. 이 중 Getcha New York은 제가 거주자이자 여행자의 시선으로 재해석한 무드를 독창적으로 큐레이트된 아이템들과 감각적인 패키징 디자인을 통해 경험할 수 있도록 구성했습니다. 프로젝트는 크라우드 펀딩을 통해 진행되었으며, 총 약 250만 원 이상의 수익을 기록했습니다. 당시 모두가 집에 머물러야 했던 시기, 우리는 작은 상자 하나로 사람들의 마음을 멀리, 어딘가로 떠나보내고자 했습니다.

<Getcha Series>

A. Getcha New York!
B. Getcha Seoul!

A.

Getcha New York!

What is your avenue?
In New York City, there are 12 north-south avenues and 155 east-west streets that are part of a grid system that originated in 1811. Each avenue has a different mood as it has different notation. But there are only 5 avenues which are very distinctive, for now. Do you have a specifically favorite place in this cool city?

2021 Seoul Illustration Fair_1

2021 Seoul Illustration Fair_2

(1/5)1. 1st Ave — East Village
Comfy, Relaxed, Cozy

(2/5)2. 5th Ave — Midtown

Calm, Elegant, Trendy

(3/5)3. 6st Ave — Soho

Free, Active, Fresh

(4/5)4. 7st Ave — Times Square

Delightful, Witty, Popular

(5/5)5. 9st Ave — Chelsea

Creative, Hip, Vintage

What’s included: Customized package, Postcards, Metal sign, Mirror, Stickers, Mini cards (Credit card size), Photos, Card inspired by the MTA ticket, T-shirts, Hoddie, Posters, Phone-cases

<Getcha Series>

A. Getcha New York!

B. Getcha Seoul!

B.

Getcha Seoul!

What is your time?
Seoul has pretty different moods at each time zone.
Let's find your ownable time together!

More details coming soon --

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Feel free to reach out to me!

Contact.

Message

Email: ellalahn@gmail.com